Customer Satisfaction of BSNL Products

Customer satisfaction of BSNL products MBA 3rd
year Project
MARKETING
According to marketing concept, an organization should try to provide
products that satisfy customers' needs through a coordinated set of activities that also
allows the organization to achieve its goals. Customers satisfaction is the
major focus of the Marketing concept .An organization should must determine
what customers want and use this information to create satisfying products The
organization must also continue to alter ,adapt, and develop products to keep
pace with customers- changing desires and preferences. The marketing
concept emphasis that marketing begins and ends with customers.
The marketing concept is not a second definition of marketing .It is a

management philosophy guiding an organization overall activities .This
philosophy affects all organizational activities, not just Marketing .Production
finance, accounting, personnel, and marketing departments must work together.
Today, businesses want to satisfy customers and build meaningful long term
buyer-seller relationships. The term relationship marketing refers to long term
mutually beneficial arrangement in which both
the buyer and seller focus on value enhancement through the creation of more
satisfying exchanges.
To expedite exchanges and develop beneficial exchange relationships, firm

marketing managers must develop and manage marketing strategies. A marketing strategy is
a plan of action for developing, distributing, promoting, and pricing products that meets the
needs of specific customers. The marketing strategy articulates the best use of the firms'
resources and tactics to met its objectives. To develop and manage marketing
strategies, marketers focus on several tasks:
Selecting a target market, developing a marketing mix,
assessing environmental forces,
and managing marketing efforts effectively.
A target market is a specific group of buyers on whose needs and
DDE M.U university 1

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wants a company focuses its marketing efforts. Marketing managers may define a
target market as a vast number of people or as a relatively small group.
A market opportunity exist when the right combination of

circumstances and timing permit an organization to take action to reach a particular
target market.
VALUE OF MARKETING
Every organization should follow/abide the values of Marketing. i.e. Ethics

and Social responsibility.
ETHICS
Ethics may be one of the most misunderstood and controversial

concepts in marketing. Nevertheless, this concept and its application need to be
examined in order to support Marketing decisions that are acceptably and beneficial
to the society.
The term ethics relates to values and choices and focuses on standards, rules,
and codes of conduct that govern the behavior of individuals. Marketing ethics
refer to principles that define acceptable conduct in marketing. The most basic
ethical issues have been codified as laws and regulations to encourage marketers to
conform to society's
expectations of conduct. At a minimum, marketers are expected to obey theses laws

and regulations .however. It is important to realize that marketing ethics goes
beyond legal issues: ethical marketing decisions foster trust in marketing
relationship.
Some marketers engage in ethical behavior because of enlightened self

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interest, or the expectation that ethics pays. These businesses believe that if they
do not act in the public interest, the public and customers will strike back with
restrictive regulations and legal action. Research has shown that the values of and
examples set by the organization often have more influence on ethical decisions in
marketing than a persons own value.
Developing awareness of ethical issues is important in

understanding and improving marketing ethics. An ethical issue is an identifiable
problem. Situation or opportunity requiring an individual or organization to choose
from among several actions that must be evaluated as right or wrong, ethical or
unethical.
SOCIAL RESPONSIBILITY
Compared with ethics, social responsibility represents a

b r o a d e r conceptualization. Social responsibility in marketing refers to an
organization s obligation to maximize its positive impact and minimize its
negative impact on society. Whereas ethics relates to doing the right thing in
making individual and group choices, social responsibility is achieved by balancing
the interest of stakeholders in an organization.
The four dimensions of social responsibility are generally considered to be a)

Economic b) legal c) ethical and d) philanthropic concerns.
Economic: Be profitable

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Legal: Obey the law - law is society's codification of right and wrong.
Ethical: Be ethical – Obligation to do what is right, just and fair.
Philanthropic: Be a good corporate citizen -- Contribute resources to the
community: improve the quality of life.
FRANCHISING
Franchising is an arrangement whereby a supplier, or franchiser grants a

dealer, or a franchisee, the right to sell products in exchange for some type of
consideration The franchiser may receive some percentage of total sales in
exchange of furnishing equipment, building, management know-how and
marketing assistance to the franchisee. The franchise supplies labor and capital,
operates the franchised business, and agrees to abide by the provisions of the
franchise agreement.
Franchising offers several advantages to both the franchisee and the franchiser.
It enables a franchisee to start a business with limited capital and use the
business experience of others. Moreover, nationally advertised retailers are
often assured of customers as soon as they open. If business problems arise, the
franchisee can obtain guidance and advice from the franchiser at little or no
cost. Franchised outlets are generally more successful than independently owned
businesses .Less than ten percent of franchised retail businesses fail during the
first two years of operation, whereas approximately half of independent retail
business fails during that period. The franchisee also receives materials to use in
local advertising and can take part in national promotional campaigns
sponsored by the franchiser.
The franchiser gains fast and selective product distribution through franchise
arrangements without incurring the high cost of constructing and operating its
own outlets. The franchiser therefore has more capital for expanding
production and advertising It can also ensure, through the franchise
agreement, that the outlets are maintained and operated by its own standard. The
franchiser benefit from the fact that the franchisee, being the sole proprietor in
most of the cases, is likely to be very highly motivated to succeed. Success of the

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franchiser means more sales, which translates in to higher royalties for the franchiser.
TOOLS FOR TRACKING AND MEASURING

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CUSTOMER SATISFACTION
Customer satisfaction we can measure by the various methods they are:
COMPLAINT AND SUGGESTION SYSTEM
A customer-centered organization makes it easy for its customer to

deliver suggestions and complaints. Many restaurants and hotel provides forms
for guests to report likes and dislikes. Some customer-centered companies P&G
General Electric, Whirlpool-establish not lines with too-free 800 telephone
numbers. Companies are also adding web pages and e-mail to facilitate two-way
communication. These information's flows provide companies' with many good
ideas and enable them to act quickly to resolve problem.
CUSTOMER SATISFACTION SURVEYS

Studies show that although customers are dissatisfied with one out of
every four purchases, less than 5% of dissatisfied customer will complain. Most
customers will buy less or switch suppliers. Complaint levels are thus not a
good measure of customer satisfaction. Responsive companies measure customer
satisfaction directly by conducting periodic surveys. They send questionnaires or
make telephone calls to random sample of recent customer. They also solicit buyers,
views on their competitors' performances.
Whole collecting customer satisfaction data, it is also use fuel to ask

additional questions to measure re-purchase intention; this will normally be high, if
the customer satisfaction is high. It is also useful to measure the likelihood
or willingness to recommend the company and brand to others. A high
positive word-of mouth score indicates that the company is producing high
customer satisfaction.
LOST CUSTOMER ANALYSIS

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Companies should contact customer who had stopped buying or who have
switched to another suppliers to learn why this happened. When IBM loses a
customer, it mounts a through effort to learn where it failed. Not only is it important
to conduct exit interviews when customers first stop buying, but is also
necessary to monitor the customer loss rate. If it is increasing this is clearly
indicates that the company is falling to satisfy customers.
D ES I GN O F S TUD Y
1. STATEMENT OF PROBLEM
The survey was conducted in Kannur District to analyses the customer value
and satisfaction of the BSNL productions.
Primary Objectives
Primary objective of the study is to analyses the customer value and
satisfaction of BSNL productions.
Secondary objective
a) To analyses the attitude of the customers towards the Sree Ram Agencies.
b) To asses the level of satisfaction of the customer with the company and
their opinion regarding the customer satisfaction.
c) To study if the customer service have been effective or not.
3. METHOD OF DATA COLLECTION

The data was collected from the customer by adopting the
method of Questionnaire and interview schedule.

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Data Collection
Primary Data:
The primary data has been collected by interview schedule and questionnaire
Secondary Data
The data regarding the company's industry etc. have been collected
from the company records, booklets website and also conducting discussion with
companies' executives.
Statistical Method Used
Tabular representation Percentage Pie chart bar diagram

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PERIODIC STUDY
The time period allowed to the researches in carrying out the project study
entitled "A study on customer value and satisfaction of BSNL productions in
postpaid at Sree Ram Agencies was 30 days and what ever information's so
collected has been done so with in its stipulated time.
4. RESEARCH METHODOLOGY
The primary objective of my project is to study the customer satisfaction activity
in the firm. To achieve this objective a sample consist of 100 customers were
studied. The selected customers were interviewed schedule prepared on the sublet.
The answer was tabulated and the results were presented in the form of
table and charts Questionnaires were given to management staffs and technical
staffs to know their opinion. Before preparing the questionnaires, I discussed
with Mr. Rakesh (Manager). Thus he questionnaires and the interview schedule
was confine to the subject.
a. PERSONAL INTERVIEW METHOD
Respondents being just 100 in numbers, personal interview method was

conducted to make the study more effective customer were net in person and
were asked questions and questionnaires were duty filled.
b. QUESTIONNAIRE. METHOD
A detailed questionnaire was prepared on the basis of customer

value and satisfaction done in mind to come out with the effective solutions,
Data was collected from various other sources like journals, libraries, reference
book and also from various employees in the organization.

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6. LIMITATION OF THE STUDY
The study is subjected to the following limitations:
a. The survey is based on the sample size of 100 employees.

b. Since customer value and satisfaction is a psychological concept the
answer may depend upon time, moods and mentality of the customer.
c. Presence of sampling errors.
d. The study could have been made more elaborate, but if was confided to
limited number of respondents due to constraints.
e. Customer value and satisfaction is a highly sensitive topic and many
of the respondents were not honest with their answer and noticed to be
reluctant to openly voice their problem, in spite of being assured that the
response would be highly confidential.

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REVIEW OF LITERATURE

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REVIEW OF LITERATURE
The whole approach of marketing pivots around the tenet of meeting the
consumer wants, if is essential to understand what the customer wants, how he/she
perceives the products (Service), what exactly does he/she wants to derive
out of the products (Service), how does he/she make the brand choice
decision, what are the sources of information and influence processes? Etc.
In order to take decision any marketer would constantly monitor such

information and obtain continues feed back of the trends in the market. As such,
marketing research, trade channel behavior, and competitive actions etc. It provides a
link age between the corporate environment and the marketing organization.
Marketing research thus may be viewed as an aid for tackling problems in marketing.
MARKETING RESEARCH - DEFINITION

Marketing research is definition as the objective as the objective
and formal process of systematically obtaining, analyzing and interpreting data
for actionable decision making in, marketing. This definition lays stress on two
aspects, namely, objectively and systematic process in the collection and
analysis of data. In fact, marketing research should not be allowance to be influenced
by personal view and considerations. Before undertaking any research study it is

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essential to delimit the primary objectives of the project and define the methodology,
of undertaking the project in as much details as possible- Also there is an implicit
assumption that the ultimate findings should have the actionable quality. That is, the
user must be able to utilize the
Results for marketing decision making purpose. Otherwise, its ability considerably
undermined. That is to say, any marketing research done on an arbitrary basis (i.e.
luck of objectivity) or applying one's personal convenience in the data
collection and interpretation (i.e., no systematic search) will certainly be of no use.
COMMON USES OF RESEARCH IN MARKETING DECISION

MAKING
The following paragraph highlights some of the marketing decision areas
whole marketing research is commonly used. These activities are divided in to seven
categories for illustration purpose.
SALES MANAGEMENT
Marketing research is popularly used to determined market demand and

supply. As such, estimation of demand and supply include many more detailed
analyses For example, an analysis of demand side of the market includes.
1. A delineation of market boundary and how they are changing.

2. Assessment of present and future, buyer concentration.
3. Projections of demand for the total market and for major market segments.
Market Boundary;-

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Theologically a market may be defined as being bounded by all the closely

substitutable. Offering that may satisfy a given consumer need. However the problem of
precise definition being. What is closely substitutable? How broadly the consumer
need be defined? How many consumers should be included in the market definition
when
different offerings are targeted at different groups of consumers? The question

becomes particularly pertinent when consumer needs are varied. The issue
becomes that of evolving market segments through suitable basis which may
differentiate consumer's need. This problem is elaborated further under
segmentation research.
BUYER CONCENTRATION
Marketing research is made use of to measure how buyers exist in the market
and how sales are distributed among them is estimation of market share by brand
purchased, geographical position of the buyer, type of industry, user industrial
technology adopted etc.
DEMAND PROJECTIONS
Demand may be estimated in units of value terms and also, the overall
growth rates in key market. Segments are often estimated for better sales
management.
SUPPLY
An analysis of the supply side of the market is also similarly carried out by
marketing research studies. It included.
I. Assessments of present supply structure (In terms of concentration of

competition, product differentiation and entry barriers). Supply structure
refers to the study of how many companies operate in the market and how are
sales distributed among them?. Secondly study how "differentiated" all

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the products offered? What barriers exist to enter in to the market by new
firms?. Entry barriers may cause because their particular item is in the
exclusive domain of the small scale sector,special manufacturing skills
required as noticeable in case of high technology products, specialized
marketing network required to market a product in the total Indian Market.
II. A deception of the character of competition, competitor's strategies is most

sought after topic of investigation of marketing research today. It includes
comparative evaluation of such issues.
a. Market share analysis of branches
b. Positioning of each brand
c. Distribution channels adopted and method of selling.
d. Prices charged and how they all changing with time.
e. Advertising campaigns and promotion programmer adopted

corporate image and capabilities.
I
In other words, It fever to ascertain how the competitors are defining
their business in terms of consumer groups, segments being pursued as
reflected by their marketing mix portfolios.
CONSUMER BEHAVIOR ANALYSIS

Large number of marketing research studies are undertaken to understand
consumer behavior. Especially for each products service studies are widely conducted to
know issues like.
HAT? /HOW? /WHERE? /WHO? /WHEN? /WHY?
Marketing research is undertaken specifically to answer such questions about

consumer motivation, perception which facilitate decision making. It is not

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enough just, to "ask " how do consumers use the products" Instead the question must
as certain the significance of the answer so far as marketing decision making
is concerned. For example, "What close if mean for product strategy,
advertising message, physical distribution, pricing strategy etc.?
Market Segmentation
Faced with heterogeneous composition of markets, every market tries to
utilize marketing research input to from market segments. Segmentation research
specifically helps in.
1. Designing the products that truly matcher the demand of the market.
2. Directing the appropriate advertising appeals and promotional pack ages to
the potential profitable segments of is market.
CUSTOMER VALUE AND SATISFACTION

The pay to generating high customer loyalty is to deliver high customer value.
According to Michael Lanning, in his Delivering Profitable Value, a company
must develop a competitively superior value proposition and a superior value - delivery
system. A company's values proposition is much more than its positioning on a single
attribute, Its is a statement about the resulting experience customer will have the
offering and their relation. shop with the suppliers. The brand must represent a promise
about the total
Resulting experience that customer can expect. Whether the promise is kept
depends upon the company's ability to manage its value-delivery system. The
value delivery system includes all communications and channel experience the
customer will have on the way to obtaining the offering. 9
A similar theme is emphasized by Simon Know and Stan Macklan in

their competing on value. Too many companies create a value gap by falling to

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alight brand value with customer value. Brand marketers try to distinguish their
brand item other buy a slogan or with a unique selling proposition or by
augmenting the basic offering with added services. But they are les successful
in delivering customer value, primarily, because their marketing people focus
on brand development whether customer will actually receive the promised
notice propositions will depend upon the marketer's ability to influence various
Cole processes. Know and Maklun wan company's Cole processes as designing the
brand profile.
In addition to tracking customer value expectations and satisfaction,

companies need to monitor their competitor's performance in these areas. For
example, a company was pleased to find that 80 percent of its customers said
they were satisfied. Then the CEO found out that its leading competitions attained
a 90 percent customer satisfaction score. He was further dismayed when he
learned that his competitions was aiming to reach a 95 percent satisfaction score.

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INDUSTRIAL PROFILE

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INDUSTRIAL PROFILE
Communications
Communication is the process of exchanging information, usually via

common system of symbols. It takes a wide variety of forms, from two people
having a face-to-face conversation, to hand signals, to messages sent over
global telecommunication is what allows us to interact with other people, without
it, we would be unable to shall knowledge or experiences with anything
outside of ourselves. Common forms of communication include speaking,
writing gestus amd broad casting.
The hand, a phenomenon exclusive to humans is perhaps the

'original communication tool where it can express caring, hatsed
construction, destruction, approval or condemnation. To the deaf it is their
way in to the artist, it is their way through, to the writer, it is the way with.
The Latin root word of communication is communicate, which has three

possible meanings,
a) " To make common", which is probably derived from either 2 or 3
b) Cum + munus, i.e. having gifts to share in a mutual donation.
c) Cum + munire; i.e. building together a defense, like the walls of a city.
DEFINING COMMUNICATION
There is no single definition of communication that satisfies everyone. In

1970, Franc Dance had identified 126 published definitions.

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TYPE OF COMMUNICATION
To some people "Communication" implies two different and
sometimes conflicting things. On the one hand, it means to have a thoughtful
exchange of views (dialogue) with a small numbers of people, perhaps, just one.
But it can also mean to disseminate broadly a simple message without deep thought
or appeals for feedback.
Interpersonal
The most basic forms of communication are primarily those which involve
communicating with people immediately present, such as one-in-one and
group conversations.
Tele Communication
Tele communication is communication over spatial distances. The term is
most often used in describing electronic means of communication, but can
also include methods such as smoke signals and semaphore.
Animal
Humans all not the only craters who communicate. Animals share
information with each other in variety of ways.

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Academic Study
The various aspects .of communication has long been the subject of human
study. In ancient Greece, the study of shetoric, the art of effective speaking and
persuasion, was a vital subject for students.
In the early 20th century, many specialists began to study

communication as a specific pace of their academic disciplines. Communication
studies began to emerge as a distinct academic field in the mid-20th century.
Marshall Meluhan was one of the early pioneers.
Communication Technology
As regards human communication these diverse fields can be divided
into the which cultivate a thoughtful exchange between a small numbers of people
on the hanmd; and those which disseminate broadly a simple message.(Public
relations; television, Hollywood films)
Our indebtedness to the Romans in the field of communication dose not

ends with the root "Communicare". They devised what might be described as the
first real main or postal system in order to control the expire from Rome by
gathering knowledge about events in far off places.

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As the Romans well knew, communication is as much about taking in

towards the until as it is about putting out towards the esteems.In virtual
management an important issue is computer-medicated communication.
The view people take to communication is changing, as new
technologies change the way they communicate and organize. This new trend in
communication, decentralized personal networking is termed smart mobiling.
Telecommunications
Etymology;
The term comes from a contraction of the Greek tele, meaning
'far', and communications, meaning "in: the discipline that studies the principles of
transmitting information and the methods by which it is delivered (as print or radio
or television etc.)" The term is most used to refer to communication using some
type of signaling, such as the aldis lamp or the transmission and reception of
electromagnetic energy. This vocers many media and technologies including
radio, fiber optics, telegraphy, television, telephone, data communication
and computer networking, although other types of signaling are also included.
The basic elements of a simple telecommunications system are:

a) A transmitter that operate upon the information to be communicated in such a
way that some type of signal suitable for transmission is produced (this includes any

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in coding, compression, and error correcting operations, modulation processes

if some type of carrier is to be used, or virtually any other operation that is to be
performed upon the information in order to prepare it for transmission in the form of
a signal)
a) A signal that. is transmitted by the transmitter
b) A transmission medium, which constitutes a communications channel over which

the signal is transmitted.
c) A receiver (such as a radio receiver) that receives the signal and reverses any and
all of the operations that were performed upon the information by the transmitter in
order to convert it into the form of a signal and reverses any and all of the operations
that were performed upon the information by the transmitter in order to convert it into
the form of a signal (e.g. the receiver decodes, decompresses, compares error
correction codes, demodulates the signal to separate it from any carrier that was
used, etc. and generally performs these operations in the exact reverse order in which
they were performed by the transmitter )
Telecommunication can be point-to-point, point-to-multipoint or
broadcasting, which is a particular form of point-to multipoint that goes only from
the transmitter to the receivers.
One of the roles of the telecommunications engineer is to analyze the physical
properties of the line or transmission medium, and the statistical properties of the
message (see Information theory) in order to design the most effective encoding and
decoding mechanism.
When systems are designed to communicate through human sensory

organs (mainly those for vision and hearing), physiological and psychological
characteristics of human perception must be taken into account. Certain types of
defect, while objectively measurable, are not readily apparent to human
perception while others are disproportionately apparent. The cost of a system
can therefore be reduced cost and user demand for higher quality, and this is an
important economic consideration for those who plan systems.

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The field of telecommunications is no doubt one of the most exciting

occupational fields that modern society has to offer. New technology is constantly
being developed and finds its applications in the technical systems that make
up a telecommunications network. This creates opportunities for developing
existing services further, and introducing completely new ones.
Examples of telecommunication systems;

1. Semaphore
2. Telegraphy

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3. Radio teletype
4. The global telephone network (also known as the Public Switched Telephone
Network of PSTN)
5. Radio
6. Television
7. Communications satellites
8. Ethernet
9. The Internet
Types of Telecommunication devices: Mobile Phone:

In telecommunication, a wireless phone, cellular mobile or cell phone (in the United
States), also called a mobile phone in other English speaking countries, is a mobile
communications system that uses a combination of radio wave transmission and
conventional telephone switching to permit telephone communication to and from mobile
users within a specified area, The term does not comprise the so-called portable phone
or cordless phone, which is associated with a fixed telephone landline and can only be
operated close to (less than 100 meters of) its base station, such as in and around the house
(see telephone for more). The term cell phone applies specifically to mobile phones
which use a cellular network; satellite phones are also mobile phones, but not cellular.

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History
Mobile phones have existed at least since the 1950s; thought the distinction becomes
blurry when special systems are used to "patch" conversational Radiotelephones (2-way
radio) into a phone network with the assistance of human operators. Modem mobile
phones can make and receive calls automatically, operating as would a normal phone
(thought most have a super set of the ability of fixed-line phones).
Mobile phones began to proliferate through the 1980s with the

introducing of "cellular" phones, with multiple base stations located relatively close
to each other, and protocols for the automated "hand-off' between two cells when a
phone moved from one cell to the other. In this era, mobile phones were same what
larger than current ones, and many were designed for permanent installation in
cars, or as "transportable" phone the size of a briefcase.
As technology improved through the 1990s, the larger "bricks" disappeared and tiny
hand-held phones became the norm.
base, as mobile network costs are mostly call volume related, while fixed-line
telephony has a much higher subscriber related cost component.
Cellular Telephony–
A cell phone is a portable telephone which receives or sends messages

through a Cell site, or transmitting tower. Radio waves are used to transfer signals
to and from the cell phone. Each cell site has a range of 3-5 miles and overlaps
other cell sites. All of the cell sites are connected to one or more cellular switching
exchanges which can detect the strength of the signal received from the telephone.
As the telephone user moves or roams from one cell area to another, the exchange
automatically switches the call to the cell site with the strongest signal.

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The term "cell phone" is uncommon outside of the US and Japan.

However, almost all mobile phones use cellular technology, including GSM,
CDMA and the old analog mobile phone systems. Hence, many people use the
term "cell phone" to mean any mobile telephone system. The exceptions to mobile
phones using cellular technology are satellite phones.
The Iridium phone system is very like a cell phones system except the
cell sites are in orbit. The marine radio telephone satellites administered by
INMARSAT have a completely different system (see below).
Old systems pre-dating the cellular principle may still be in use in places. The most
notable real hold-out is that many amateur radio operators maintain phone patches in
their clubs' VHF repeaters.
Early mobiles were analog; newer ones are digital.

There are a number of different digital cellular technologies; these include:
GSM, CDMA and DECT.
Mobile phone technology is often ctivided into generations: IG, 2G,
2.5G, 2.7G and 3G:
IG AMPS, TAGS
2G TDMA, CDMA, GSM, PCs, ISDN

2.5 GPRS
2.7 EDGE
3G UMTS
All of these technologies were based on cellular technology, However,

satellite based phones are called mobile phones too.
Major mobile phone manufacturers include Nokia, Sony Ericsson and Motorola.
Many mobile phones support 'auto-roaming', which permits the same phone
to be used in multiple countries. However, both countries must use the same mobile
system and the same frequencies, and there must be an agreement between
the two countries' telephone operators.

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In the UK and Australia mobile phones are often called simply mobiles in
Germany, they are called Handy. In Sweden they are sometimes called nolle, or "teddy
bear", referring to the fact that many people always carry them around and feel insecure
if they misplace them.
Mobile phones must be distinguished from portable phones (called

cordless phones in the US); with a portable phone the user purchases their own
base station, which they connect to a landline, the range of the phone is generally
restricted to under 50 m, and the phones operate on a different frequency and
protocol (e.g. DCTS in North America; DECT in Europe)
Mobile phones do not only support voice calls; they can also send and
receive data and faxes (if a computer is attached), sending short messages (or
"text messages"; see Short Message Service), access WAP services, and provide
full Internet access using technologies such a GPRS. Mobile phones often have a
clock and a calculator and often one play some games on them.
Newer models also for sending pictures and have a built-in digital
camera. This gives rise to some concern about privacy, in view of possible
voyeurism, for example in swimming pools. For this reason Saudi Arabia has
banned camera phones entirely; South Korea has ordered manufacturers to ensure
that all new handsets emit a beep whenever a picture is taken. On the other hand,
cameras can be used by crime victims or witnesses to help identify the criminals.
GPS receivers are starting to appear in cell phones, primarily to aid in

dispatching emergency responders.
Newer models have included many features aimed towards personalization, such as
user defined ring tones and operator logos, and interchangeable covers, which have
helped in the uptake by the teenage market.
Usually one can choose between a ring tone and a vibrating alert.

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Satellite Telephony (INMARSAT):

Inmarsats use a completely different system. Basically, the satellite
simply retransmits whatever signals it receives. The mobile stations actually log into
a ground station. More information is available at INMARSAT.
In cellular mobile systems, large geographical areas are segmented into many
smaller areas, i.e. cells, each of which has its own radio transmitters and receivers and a
single controller interconnected with the public switched telephone network. Synonyms
cellular phone, mobile phone, cellular radio, cellular telephone.

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PRODUCTS

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PERSONAL INFORMATION
TABLE - I
1. TABLE SHOWING CUSTOMER AGE

SL.NO Particular No. of Respondents Percentage
1 Less than 20 5 5
2 20-30 20 20
3 30-40 40 40
4 Above 40 35 35
Total 100 100
INFERENCE

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From the above table shows that 5% of the total respondents belong to the age group
of Below 20, 20% of the total respondents belong to the age group of 20-30, 40% of
the total respondents belong to the age group of 30-40 and 35% of the total respondents
belong to the age group above 40.
FIG NO-1

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TABLE - 2
2. TABLE SHOWING CUSTOMER SEX

SL AO No- of Respondents Percentage
1 Male 65 65
2 Female 35 35
Total 100 100
INFERENCE
From the above table shows that 65% of the total respondents belong
to male population and 35% of the respondent belongs to female population.

Rupesh Kr. Singh
year Project
FIG NO-2

Rupesh Kr. Singh
year Project
TABLE - 3
3. TABLE SHOWING CUSTOMER INCOME

SLAG Particular No. of Respondents Percentage
1
Less than 5000 10 10
2 5000-10000 45 45
3 10000-15000 30 30
4 More than 15000 20 20
Total 100 100
INFERENCE
From the above table shows that 10% of the total respondents belong
to the Income group less than Rs. 5000, 45% of the total respondents belong
to the Income group Rs. 5000 - Rs. 10000, 30% of the total respondents belong to
the Income group Rs. 10000 - Rs. 15000 and 20% of the total respondents belong
to the Income group More than Rs. 15000.

Rupesh Kr. Singh
year Project
FIG NO-3
Bar diagram showing customer income
TABLE - 4

Rupesh Kr. Singh
year Project
1. TABLE SHOWING CUSTOMER QUALIFICATION

1 H.S.0 30 30
2 U.G 20 20
3 P.G 20 20
4 Professional 10 10
5 Others 20 20
Total 100 100
INFERENCE
From the above table shows that 30% of the total respondents belong to the
qualification of H.S.C, 20% of the total respondents belong to the qualification of
U-G, 20% of the total respondents belong to the qualification of P.Q, 10% of
the total respondents belong to the Professional qualification and 20% of the
respondents belong to other qualifications.

Rupesh Kr. Singh
year Project
Fig No-4
TABLE - 5
TABLE SHOWING CUSTOMER OCCUPATION

1 Public 20 20

Rupesh Kr. Singh
year Project
2 Private 35 35
3 Self Employment 30 30
4 Others 15 15
Total 100 100
INFERENCE
From the above table shows that 20% of the total respondents work in
public sector, 35% of the total respondents work in private sector, 30% of the
total respondents are self employed and 15% of the total respondents work in other
sectors.

Rupesh Kr. Singh
year Project
FIG NO-5
BAR DIAGRAM SHOWING CUSTOMERS OCCUPATION

.
TABLE-6
1. DO YOU AWARE OF BSNL MOST OF THE

PRODUCTS?
SLAG. Particular No. of Respondents Percentage
1 YES 90 90

Rupesh Kr. Singh
year Project
2 NO 10 10
Total 100 100
INFERENCE
From the above table shows that 90% of the total respondents stated that
they are aware of BSNL products and 10% of the total respondent stated that
they are not at all aware of BSNL products.
FIG.NO-6

Rupesh Kr. Singh
year Project
TABLE-7
FROM WHICH MEDIA DID YOU HAVE THE INFORMATION

ABOUT BSNL PRODUCTS
SL. NO Particular No. of Respondents Percentage
1 Print Media 40 40
2 Broadcast Media 25 25
3 Internet 5 5
4 Other 30 30
Total 100 100

Rupesh Kr. Singh
year Project
INFERENCE
From the above table shows that 40% of the total respondents stated
information about BSNL products through Print Media, 25% of the total
respondents stated that they got the information about BSNL products through
Broadcast Media, 5% of the total respondents stated that they got the information
about BSNL products through Internet and 30% of the total respondents stated
that they got the information about products through other ways.
FIG NO-7
BAR DIAGRAM SHOWING MEDIA OF PRODUCT INFORMATION

Rupesh Kr. Singh
year Project
TABLE-8
WHICH FACTOR LEADS YOU TO BUY BSNL PRODUCTS

1 Brand Name 40 40
2 Quality Name 5 5
3 Friend Persuasions 25 25
4 Life Style 30 30
Total 100 100
INFERENCE
From the above table shows that 40% of the total respondents stated that
Brand name lead to buy BSNL products, 05% of the total respondents stated that
Quality of service lead to buy BSNL products, 25% of the total respondents stated
that friends persuasions lead to buy BSNL products and 30% of the total respondent
stated that Life style lead to buy BSNL products.

Rupesh Kr. Singh
year Project
Fig No.8
TABLE-9
WHAT DO YOU THINK ABOUT THE PERFORMANCE

BSNL PRODUCES?,
SL .NO Particular No. of Respondents Percentage

Rupesh Kr. Singh
year Project
1 Excellent 30 30
2 Good 45 45
3 Medium 20 20
4 Poor 5 5
Total 100 100
INFERENCE
From the above table shows that 30% of the total respondents
says that performance of BSNL products is Excellent, 45% of the total
respondents stated that performance of BSNL products is Good, 20% of the
total respondents stated that performance of products is Medium and 05%
of the total respondent stated that performance of BSNL products is Poor.

Rupesh Kr. Singh
year Project
FIG-NO.9
BAR DIAGRAM SHOWING PERFORMANCE OF B
PRODUCTS
TABLE - 10
AS FAR AS YOUR CONCERN WHO WILL BE THE MAJOR

COMPETITOR OF BSNL

Rupesh Kr. Singh
year Project

1 Idea 27 27
2 Reliance GSM 25 25
& CDMA
3 Airtel 15 15
4 Vodafone 11 15
5 Tata Indicom
Docomo 15 15
Vergin
6 UniNor 3 3
7 Aircel 5 5
8 Univercell 0 0
Total 100 100
INFERENCE
From the above table shows that 10% of the total respondents says Tata
Indicom, will be the major competitor of BSNL, 30% of the total respondents says
that Reliance will be the major competitor of BSNL, 25% of the total respondents
says that Airtel will be the major competitor of BSNL and 15% of the total
respondents says that Vadafone & Idea 25% will be the major competitor BSNL.

Rupesh Kr. Singh
year Project
FIG NO 10
DIAGRAM SHOWING MAJOR COMPETITOR FROM BSNL

Rupesh Kr. Singh
year Project
TABLE - 11
What kinds of promotional material are there at the shop?

BSNL Airtel Vodafone Reliance Idea
glow sign 0% 70% 90% 90% 60%
board with
shop's name
glow sign 0% 30% 10% 10% 40%
board
without
shop's name
hanging sign 0% 100% 90% 90% 70%
board or
poster
others 0% 00% 10% 10% 30%
Interpretation-
all the other telecom services provider has distributed their promotional materials at the
shops; they themselves go there to install glow sign boards banner posters and any other
promotional material whereas I did not find any kind of BSNL’s promotional material at any
shop where I took the interview. If there is no promotional material at the shops how the
customers will come to know that what are the current plans and what are the plan prices. So
here BSNL is missing the very important P among the 4Ps of marketing which is affecting
BSNL’s sales and revenue.

Rupesh Kr. Singh
year Project
FIG NO 11
DIAGRAM SHOWING WHAT KINDS OF PROMOTIONAL

MATERIAL ARE THERE AT THE SHOP

Rupesh Kr. Singh
year Project
TABLE - 12
How much commission retailers get from the telecom companies?

Airtel BSNL Vodafone Reliance Idea
how much 3.50% 3.50% 2.75% 3% 2.75%

commission
retailers get
from the
telecom
companies
free gifts 2.5 4.4 2
Category 3 3.5 1.8 3
Category 4 4.5 2.8 5
Interpretation-
BSNL gives good commission to the retailers but they are still not satisfied because they
feel that BSNL is making a huge profit therefore it must increase the commission this will
help retailers to promote BSNL services among the customers.

Rupesh Kr. Singh
year Project
FIG NO 12
DIAGRAM SHOWING HOW MUCH COMMISSION RETAILERS

GET FROM THE TELECOM COMPANIES
TABLE - 13
Do the officials of telecom companies visit the shop?
BSNL Airtel Reliance Vodafone

Rupesh Kr. Singh
year Project
Yes 10 80 50 60
No 90 20 50 40
Interpretation- The question was to know whether the officials of telecom companies visit
the market for better understanding about the market scenario or not, it was found that only
10% retailers said that BSNL officers visit the market once in a year or two, rest of the 90%
retailers pointed that no one come from BSNL office to visit the telecom market. Airtel held
the first position in this area

Rupesh Kr. Singh
year Project
FIG NO 13
DIAGRAM SHOWING DO THE OFFICIALS OF TELECOM

COMPANIES VISIT THE SHOP
TABLE - 14
Would you like to provide me some information regarding the selling

of new mobile connections which you made in last month?
Airtel 20%
BSNL 25%
Vodafone In 30%
Idea 10%
Reliance 15%
Interpretation-

Rupesh Kr. Singh
year Project
When the research was completed we took the sample of the selling of SIM cards and
divided it into parts as per retailer’s information. I found that customer shown their interest
in Vodafone services more than any other company, BSNL also got good percentage but not
satisfactory, as per the company’s potential. This can be increased by improving marketing
strategy and implementing that in a proper way.
FIG NO 14
PIE DIAGRAM ABOUT THE

Rupesh Kr. Singh
year Project
TABLE - I 5
WHICH BSNL PRODUCT IS HIGHLY MOVABLE MARKET

ACCORDING TO YOU

Rupesh Kr. Singh
year Project
I Broadband 15 15
2 Mobile phone 25 25.
3 Land phone 60 60
4 Data V-card 0 0
Total 100 100
INFERENCE
From the above table shows that 15% of the total respondents says that
Broad band will be the highly movable product from BSNL, 25% of the total
respondents says that Mobile phone will be the highly movable product from
BSNL and 60% of the total respondents says that Walky land phones will be the
highly movable product from BSNL.
FIG NO 15

Rupesh Kr. Singh
year Project
PIE DIAGRAM ABOUT
TABLE -16
AS FAR AS YOUR CONCERN WHICH BSNL SCHEME IS HIGHLY

ATTRACTIVE
1 Post-paid 40 10
2 Pre-paid 60 60

Rupesh Kr. Singh
year Project
Total 100 100
INFERENCE
From the above table shows that 40% of the total respondents say that Post-
paid scheme is highly attractive from 60% of the total respondents says that Pre-
paid scheme is highly attractive from BSNL.

Rupesh Kr. Singh
year Project
FIG NO-16
BAR DIAGRAM SHOWING WHICH BSNL SCHEME IS

HIGHLY ATTRACTIVE
TABLE - 17
AS FAR AS YOUR CONCERN WHICH BSNL POST PAIDPPLN DO

YOU PREFER
1 Do More 99 30 30

Rupesh Kr. Singh
year Project
2 Do More 100 20 20
3 Do More 140 5 5
4 Do More 225 2 2
5 Do More 325 18 18
6 Do More 525 5 5
7 Do More 725 20 20
Total 100 100
INFERENCE
From the above table shows that 30% of the total respondents preferred Do
More 99 plan, 20% of the total respondents preferred Do More 100 plan and Do
More 725, 5% of the total respondents preferred Do More 199 plan and Do More
525, 0.2% of the total respondents preferred Do More 225 (Zero rental Plan) and
18% of the total respondents preferred Do more 325.
FIG NO 17

Rupesh Kr. Singh
year Project
PIE DIAGRAM ABOUT WHICH
TABLE - 18
AS PER YOUR CONCERN WHO ARE THE MAJOR

COMPETITOR FROM BSNL
1 Broadband 15 15
2 Mobile Phone 30 30
3 Land hone 55 55

Rupesh Kr. Singh
year Project
4 Data V-card 0 0
Total 100 100
INFERENCE
Broad band will be the major competitor from BSNL, 30% of the total
respondents says that Mobile Phone will be the major competitor from BSNL and
55% of the total respondents says that Walky land phones will be the major
competitor from BSNL.
FIG NO-18
BAR DIAGRAM SHOWING M A J O R COMPETITOR FROM BSNL

Rupesh Kr. Singh
year Project
TABLE - 19
WHICH OFFER DOES YOU GOT AT THE TIME OF
PURCHASING OF BSNL PRODUCT

Rupesh Kr. Singh
year Project
1 Launching offer 20 20
2 Festival Offer 20 20
3 Seasonal offer 20 20
4 None 40 40
Total 100 100
INFERENCE
From the above table shows that 20% of the total respondents says that they
got Launching offer at the time of purchasing of BSNL product, 20% of the total
respondents says that they got Festival offer at the time of purchasing of BSNL
products, 20% of the total respondents says that they got Seasonal offer at the time
of purchasing of product and 40% of the total respondents says that they got no
offers at the time of purchasing of BSNL product.
FIG NO 19

Rupesh Kr. Singh
year Project
PIE DIAGRAM ABOUT WHICH OFFER DOES YOU GOT AT THE

TIME OF PURCHASING OF BSNL PRODUCT
TABLE – 20
WHAT IS YOUR OPINION ABOUT THE BSNL PRODUCTS

Rupesh Kr. Singh
year Project
1 Excellent 20 20
2 Good 45 45
3 Medium 30 30
4 Poor 5 5
Total 100 100
INFERENCE
BSNL products is Excellent, 45% of the total respondents says that BSNL
products is Good, 30% of the total respondents says that BSNL products is Medium
and 20% of the total respondent says that BSNL products is Poor.

Rupesh Kr. Singh
year Project
FIG NO 21
PIE DIAGRAM YOUR OPINION ABOUT THE BSNL

PRODUCTS
TABLE - 22
ARE YOU SATISFIED WITH THE FUNCTION BSNL

Rupesh Kr. Singh
year Project
1 YES 90 90
2 NO 10 10
Total 100 100
INFERENCE
From the above table shows that 90% of the total respondents stated that they
are fully satisfied with the function of BSNL and 10% of the total respondents
stated that they are not satisfied with the function of BSNL.

Rupesh Kr. Singh
year Project
FIG NO-22
BAR DIAGRAM SHOWING CUSTOMER SATISFACTION ABOUT BSNL

PRODUCTS
TABLE - 23
WHAT IS THE DRAW BACK OF BSNL

Rupesh Kr. Singh
year Project
1 Range 5 5
2. Connectivity 20 20
3 Quality of phones 40 40
4 Rules & Regulations 35 35
Total 100 100
INFERENCE
From the above table shows that 50% of the total respondents says that Range is
the main drawback of BSNL 20% of the total respondents says that Connectivity is the
main drawback of BSNL, 40% of the total respondents says that Quality of phones the
main drawback of BSNL and 35% of the total respondents stated that Rules &
Regulations is the main drawback of BSNL.

Rupesh Kr. Singh
year Project
FIG NO-23
BAR DIAGRAM DRAW BACK OF BSNL

Rupesh Kr. Singh
year Project
SUMMARY OF FINDINGS

Rupesh Kr. Singh
year Project
FINDINGS
v 90% of the respondents are highly satisfied with functions of BSNL

v 40% of the customer responded that the drawback of BSNL is Quality of phones
and Rules and Regulation of the company.
v 35% of the customer responded that major competitor for BSNL is Idea
v .55 % of the customer responded that major competitor among BSNL is Mobile
phones. When compared to other BSNL product 65% of the customers
responded that Mobile phone is highly movable in the market.
v 95% of the customer responded that the performance of the agencies is good.

Rupesh Kr. Singh
year Project
SUGGESTION

Rupesh Kr. Singh
year Project
SUGGESTION
1. It is suggested to the company for appointment of more marketing

executives in order to fetch, up more sales by giving Road shows,
Exhibitions etc.
2. It is suggested to Company gives offers during the seasons.
3. It is recommended to improve the quality of instruments soles.
4. It is recommended to collect feedback from customer for smoothening
customer satisfaction.
5. It is suggested to have a routine market study once in every six month.
6. It is recommended to keep the customer happy.

Rupesh Kr. Singh
year Project
CONCLUSION

Rupesh Kr. Singh
year Project
CONCLUSION
At his current scenario, it is necessary that the Road shows, exhibitions are the
only way to tackle the customer mind before any other tackler. Quality and good
service have started playing a vital role in selection (or) deciding (or) preferring any
product and it shows the importance in Telecom also. It is wise to follow the current
marketing ways to win the current customer.

Rupesh Kr. Singh
year Project

Rupesh Kr. Singh
year Project
BIBLIOGRAPHY

Rupesh Kr. Singh
year Project
BIBLIOGRAPHY
1. Marketing in India Cases and readings –S. Neelamegham

2. Sales Management- -Decisions strategies and Cases- Richard R. Still
,Edward W.Cundiff ,Norman A.P.Govoni
3. Marketing —concept and Strategies :Pride Ferrell

Rupesh Kr. Singh
year Project
QUESTIONNAIRES

Rupesh Kr. Singh
year Project
QUESTIONNAIRES
PERSONAL IN FORMATIONS
Name:
Age:
Sex:
Income:
Qualification:
Occupation:
'CUSTOMER VALUE AND SATISFACTION'

1. Do you aware of BSNL products
Yes No
From which media did you have the information about BSNL
Products?

Rupesh Kr. Singh
year Project
Print Media Broadcast Media Internet Other

1. Which factor leads you to buy BSNL Products?
Brand Name Quality of Service Friends Persuasion Life
style
2. What do you think about the Performance of BSNL?
Excellent Good Medium Poor
3. As far as your concern who will be the major competitor of BSNL?

Tata Reliance Idea BPL
4. As far as your concern who are the major competitor from BSNL?
Tata Broadband Reliance idea Airtel Aircel
5. As far as your concern who are the major competitor from BSNL?
Broadband Land phone Mobile Data V-card
7. As far as your concern BSNL scheme do you prefer?
Post Paid Pre Paid
8. As far as your concern which Post Paid plan do you prefer?
Do more 99 Do more 100 Do more 225 Do more 325
Do more 525 Do more 725 (Advance Rental plan)

1. Movement of Tata Post Paid product with the same BSNL product?
Above Average Average Medium Poor

1. What is your opinion about the colour of BSNL phones?
Above Average Good Medium Poor
2. Are you satisfied with the function of BSNL?
Yes No

Rupesh Kr. Singh
year Project
3. What are the draw backs of BSNL?
Color Connectivity Range Quality of phone

4. Which offer does you got at the time of Purchasing of BSNL products? Launching Offer
Festival Offer Seasonal Offer
5. Are you satisfied with the performance of BSNL?
Yes No

Rupesh Kr. Singh
year Project

Rupesh Kr. Singh
year Project

Rupesh Kr. Singh
year Project

Rupesh Kr. Singh
year Project

Rupesh Kr. Singh
year Project

Rupesh Kr. Singh
year Project

Rupesh Kr. Singh
year Project

Rupesh Kr. Singh

Customer Satisfaction of BSNL Products

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Customer Satisfaction of BSNL Products

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Customer satisfaction of BSNL products MBA 3rd

The marketing concept is not a second definition of marketing .It is a

To expedite exchanges and develop beneficial exchange relationships, firm

Selecting a target market, developing a marketing mix,

assessing environmental forces,

and managing marketing efforts effectively.

A target market is a specific group of buyers on whose needs and

DDE M.U university 1

A market opportunity exist when the right combination of

Every organization should follow/abide the values of Marketing. i.e. Ethics

Ethics may be one of the most misunderstood and controversial

expectations of conduct. At a minimum, marketers are expected to obey theses laws

Some marketers engage in ethical behavior because of enlightened self

DDE M.U university 2

Developing awareness of ethical issues is important in

Compared with ethics, social responsibility represents a

The four dimensions of social responsibility are generally considered to be a)

DDE M.U university 3

Franchising is an arrangement whereby a supplier, or franchiser grants a

DDE M.U university 4

TOOLS FOR TRACKING AND MEASURING

DDE M.U university 5

Customer satisfaction we can measure by the various methods they are:

COMPLAINT AND SUGGESTION SYSTEM

A customer-centered organization makes it easy for its customer to

CUSTOMER SATISFACTION SURVEYS

Whole collecting customer satisfaction data, it is also use fuel to ask

LOST CUSTOMER ANALYSIS

DDE M.U university 6

3. METHOD OF DATA COLLECTION

DDE M.U university 7

Statistical Method Used

Tabular representation Percentage Pie chart bar diagram

DDE M.U university 8

a. PERSONAL INTERVIEW METHOD

Respondents being just 100 in numbers, personal interview method was

A detailed questionnaire was prepared on the basis of customer

DDE M.U university 9

6. LIMITATION OF THE STUDY

The study is subjected to the following limitations:

a. The survey is based on the sample size of 100 employees.

DDE M.U university 10

DDE M.U university 11

In order to take decision any marketer would constantly monitor such

MARKETING RESEARCH - DEFINITION

DDE M.U university 12

COMMON USES OF RESEARCH IN MARKETING DECISION

Marketing research is popularly used to determined market demand and

1. A delineation of market boundary and how they are changing.

DDE M.U university 13

Theologically a market may be defined as being bounded by all the closely

different offerings are targeted at different groups of consumers? The question

I. Assessments of present supply structure (In terms of concentration of

DDE M.U university 14

II. A deception of the character of competition, competitor's strategies is most

b. Positioning of each brand

c. Distribution channels adopted and method of selling.

d. Prices charged and how they all changing with time.

e. Advertising campaigns and promotion programmer adopted

CONSUMER BEHAVIOR ANALYSIS

HAT? /HOW? /WHERE? /WHO? /WHEN? /WHY?

Marketing research is undertaken specifically to answer such questions about

DDE M.U university 15