BSNL

“CUSTOMER PERCEPTION AND SATISFACTION, ROLE IN BUILDING
BRAND EQUITY - A STUDY OF BSNL PRODUCTS AND SERVICES”
Project Report submitted by
“SANDEEP MOHAPATRA”
MBA 2nd year
Enrollment No : 2254/08
in partial fulfillment of the requirements for the

Degree of
Master of Business Administration
SASTRA
Under the Supervision and Guidance of
DR.P.VAIJAYANTHI
Professor, School of Management
Shanmugha Arts science Technology & Research Academy

(SASTRA)
Deemed University
Thirumalaisamudram,
Thanjavur – 613 402.
Shanmugha Arts Science Technology & Research Academy
(SASTRA)
Deemed University
Thirumalaisamudram, Thanjavur 613 402.
School of Management – MBA Programme
Bonafide Certificate
Certified that this project report entitled

“A STUDY ON CUSTOMER SATISFACTION FOR BSNL PRODUCTS AND
SERVICES AND ITS ROLE IN BUILDING BRAND EQUITY FOR THE
COMPANY.”
is a bonafide record of work done by
1
“SARAVANA PERUMAL.G”
Register No: 010771037
Batch: 2005-2007
In partial fulfillment of the requirements for award of the

Degree of Master of Business Administration
During the period May-June 2006
Internal Guide Dean, School of Management
Submitted for Project Viva-voce examination held on _________

Internal Examiner External Examiner
ACKNOWLEDGEMENT
First of all I am thankful to BHARAT SANCHAR NIGAM LIMITED, Bhubaneswar

for giving me an opportunity to get a practical exposure of business experience.
I express my gratitude to Mr. S.Vaidhiyasubramaniyam, Dean, Planning and

Development; Prof. K.S. Vijayaraghavan, Dean, School of Management for
providing all the infrastructure facilities for the department which helped all the
students in completing the project successfully.
I express my heartfelt thanks to Dr.P.Vaijayanthi, Professor, School of

Management, my first Marketing Guru who offered me valuable guidance and
support in every stage through out the course of my entire project work.
2
I am grateful to Shri.P.P.Tripathy, Deputy General Manager RGMTTC Chennai,
Shri.S.Aravamudhan, Senior Sub Divisional Engineer, RGMTTC Chennai,
Shri.A.S.Egaya, Principal General Manager, Shri.N.Saravana Pandian, Deputy
General Manager Coimbatore and Shri.N.S.C.Sekhar, Assistant General
Manager Coimbatore and all other employees of BSNL who gave me all the
moral support and care which made my project come true.
Finally I thank all other Staffs of School of Management, Staffs of BSNL, my

parents who were in full support and all my friends who helped me in completing
this dream project successfully.
SYNOPSIS
The Telecom industry is one of the leading and fastest growing in the world as
communication plays a vital role in the world and especially in India. It acts as a
major catalyst for the economic growth.
BSNL has good brand awareness among the people. This could be attributed to
its long history in the market and continued support from the Government.
In today’s competitive world, BSNL has to provide excellent services to attain a

major market share and keep their Customers satisfied in all aspects.
3
This research study is useful for BSNL to understand the expectations and
requirements of Customers and can serve them in a better way.
This research was conducted from September 2010 - October 2010.
The researcher has done the project at BSNL, Bhubaneswar in pursuance of

determining the brand equity for BSNL and then the customer feedback on the
various products.
The samples of 250 respondents from among the universe of BSNL users at
Bhubaneswar, Cuttack and Khurda were selected at random to conduct the
study. The BSNL staffs who were contacted to learn about the various BSNL
packages and policies were also the primary source of data.
Questionnaire was designed after a pre-survey interview covering all the aspects
of BSNL services. Data analysis and interpretation was done using the collected
data with necessary tools including percentage analysis, five point scale was
used to grade the opinion of the respondents regarding the various variables
used, software like SPSS were also used to enable efficient analysis of data.
The researcher strongly believes that this study would be helpful to the BSNL
Management in knowing about the Customers Satisfaction, Customer Perception,
Customer Preferences and Service Requirements and about the other
competitor’s status in the market thereby helping them to improve their quality of
offered services.
4
TABLE OF CONTENTS
S.NO. CONTENTS PAGE NUMBER
LIST OF TABLES 1
LIST OF CHARTS 3
1.0 INTRODUCTION 5
1.1 STATEMENT OF PROBLEM

1.2 IMPORTANCE OF THE STUDY
1.3 OBJECTIVES
1.4 SCOPE OF THE STUDY
1.5 RESEARCH METHODOLOGY
1.6 LIMITATIONS OF THE STUDY
1.7 CHAPTER SCHEME
2.0 PROFILE 13
2.1 COMPANY PROFILE
3.0 CONCEPTUAL REVIEW 24
4.0 ANALYSIS AND INTERPRETATIONS 28
5.0 FINDINGS AND SUGGESTIONS 66
5
6.0 CONCLUSION 74
7.0 BIBLIOGRAPHY 76
8.0 ANNEXURE 78
LIST OF TABLES
S.NO. CONTENTS PAGE
NUMBER
1. Location of the Customers. 29
2. Age of the Customers. 30
3. Occupation of the Customers. 31
4. Monthly Income of the Customers. 32
5. Customers using Mobile Services or not. 34
6. Customers using Landline Services or not. 35
7. Mobile Service used by the Customers. 36
8. Landline Service used by the Customers. 37
9. Familiarity of Customers with BSNL. 38
10. Comparing BSNL with other Services. 39
11. Respondents by their Age and Mobile Services. 41
12. Respondents by their Location and Landline. 43
13. Respondents by their Location and Migration from BSNL.

45
14. Respondents by their Location and Network Coverage 47
15. Respondents by their Location and Customer Care 49
16. Respondents by their Cost and Migration from BSNL. 51
6
17. Quality of Customer Service and Migration from BSNL. 54
18. Respondents by their Location and Comparing with other Services

55
19. Respondents by their Location and Tariff plan Satisfaction. 57
20. Satisfaction level of Tariff Plan of BSNL. 59
21. Satisfaction level of Network Coverage of BSNL. 60
22. Satisfaction level of Cost of BSNL. 61
23. Satisfaction level of Customer Care of BSNL. 62
24. Satisfaction level of Additional Packages of BSNL. 63
25. Satisfaction level of Quality of Customer Service of BSNL. 64
26. Chances of Migration from BSNL Service. 65
7
LIST OF CHARTS
S.NO. CONTENTS PAGE
NUMBER
1. Location of the Customers. 29
2. Age of the Customers. 30
3. Occupation of the Customers. 31
4. Monthly Income of the Customers. 32
5. Customers using Mobile Services or not. 34
6. Customers using Landline Services or not. 35
7. Mobile Service used by the Customers. 36
8. Landline Service used by the Customers. 37
9. Familiarity of Customers with BSNL. 38
10. Comparing BSNL with other Services. 39
11. Respondents by their Age and Mobile Services. 42
12. Respondents by their Location and Landline. 44
13. Respondents by their Location and Migration from BSNL. 46
14. Respondents by their Location and Network Coverage 48
15. Respondents by their Location and Customer Care 50
16. Respondents by their Cost and Migration from BSNL. 52
17. Quality of Customer Service and Migration from BSNL. 54
8
18.
Respondents by their Location and Comparing with other Services 56
19. Respondents by their Location and Tariff plan Satisfaction 58
20. Satisfaction level of Tariff Plan of BSNL. 59
21. Satisfaction level of Network Coverage of BSNL. 60
22. Satisfaction level of Cost of BSNL. 61
23. Satisfaction level of Customer Care of BSNL. 62
24. Satisfaction level of Additional Packages of BSNL.

6
3
25. Satisfaction level of Quality of Customer Service of BSNL. 64
26. Chances of Migration from BSNL Service. 65
9
1.0
INTRODUCTION
1.1 Statement of Problem
A study has been conducted in order to understand the customers opinion and
satisfaction level of various Landline and Mobile Services in three cities of Orissa,
research titled “A STUDY ON CUSTOMER SATISFACTION FOR BSNL
PRODUCTS AND SERVICES AND ITS ROLE IN BUILDING BRAND EQUITY
FOR THE COMPANY” has been conducted.
10
1.2 Importance of the Study
In this competitive arena communication plays a vital role so the Telecom

Industries are the major source for communication. BSNL, being a public sector
obviously have to compete with various players like Airtel, Aircel, Reliance, Tata
Indicom etc., with their stringent rules and regulations guided by TRAI. Hence in
order to understand about the customers requirements their likes and dislikes
preference is sine-quo-non for BSNL.
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1.3 Objectives
 To ascertain the Customers preferences of Land line and Mobile Services.
 To ascertain the Customers Satisfaction level for Mobile services as well

as Land line Services.
 To analyze the Customer opinion and satisfaction with specific reference

to BSNL.
 To suggest some guidelines to BSNL in order to provide better focused

services.
 To determine the status of brand awareness and brand loyalty in order to

conclude about brand equity.
 To learn about the brand attributes and their preferences in BSNL.
12
1.4 Scope of the Study:
 This research study is useful for BSNL to understand the expectations

and requirements of Customers and can serve them in a better way.
 This research was conducted from May 2006- June 2006.
 The respondents from Coimbatore, Pollachi and Tirupur have been

taken for this study.
 The brand equity was measured in terms of brand attribute

preferences, brand awareness, brand loyalty and preferences about
the brand.
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1.5 Research Methodology:
 DATA SOURCE:
In this study Primary data and secondary data have

been used. Secondary data have been collected from Internet.
 RESEARCH APPROACH:
Primary data have been collected through

surveys. Personal interview technique has been used for conducting the
survey. Data collection has been done through the use of Structured
questionnaire.
 SAMPLING:
Convenient Sampling method has been adopted for this

study.
 Researcher has taken respondents from Coimbatore, Pollachi and Tirupur
for this study.
 The researcher has chosen 145 from Coimbatore, 56 from Pollachi and 47
from Tirupur.
 The researcher had prepared a Questionnaire both open and close ended
questions to elicit responses for the following areas:
i. Location.
ii. Age.
iii. Occupation.
iv. Monthly Income.
v. Mobile Usage.
vi. Mobile service Usage.
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1.6 Limitations of the Study:
 Time was not sufficient to conduct detailed study.
 study had been conducted only in a few areas of TamilNadu

 For few questions researcher was not able to get proper response which
are as follows:
i. Chances of Switching.
ii. Reason for Switching.
iii. Monthly Income.
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iv. Comparative questions.
1.7 Chapter Scheme:
Chapter I deal with the Introduction of the project work, which includes
Statement of Problem, Importance of the study, Objectives, Scope of the
study, Research Methodology and Limitations of the study.
Chapter II deals with the Industry and Company Profile.
Chapter III deals with the Conceptual review.
Chapter IV deals with the Analysis and Interpretation.
Chapter V deals with the Findings and Suggestions.
Chapter VI deals with the Conclusion.
Chapter VII deals with the Bibliography.
16
Chapter VIII deals with the Annexure.
2.0
PROFILE
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2.1 COMPANY PROFILE
On October 1, 2000 the Department of Telecom

Operations, Government of India became a corporation and was christened
Bharat Sanchar Nigam Limited (BSNL). Today, BSNL is the No. 1
Telecommunications Company and the largest Public Sector Undertaking of
India with authorized share capital of $ 3977 million and net worth of $ 14.32
billion. It has a network of over 45 million lines covering 5000 towns with over 35
million telephone connections.
With latest digital switching technology like OCB,EWSD,AXE-10,FETEX,NEC

etc. and widespread transmission network including SDH system up to 2.5
gbps, DWDM system up to 80 gbps,Web telephony,DIAS,VPN, Broadband
and more than 400,000 data customers , BSNL continues to serve this great
nation .
Its responsibilities include improvement of the already impeccable quality of

telecom services, expansion of telecom network, introduction of new telecom
services in all villages and instilling confidence among its customers.
BSNL has managed to shoulder these responsibilities remarkably and

deftly. Today with over 45 million line capacity, 99.9% of its exchanges digital,
nation wide Network management & surveillance system (NMSS) to control
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telecom traffic and over 4,00,000 route kms of OFC network, Bharat Sanchar
Nigam Ltd is a name to reckon with in the world of connectivity. Along with its
vast customer base, BSNL's financial and asset bases too are vast and strong.
Consider the figures, as they speak volumes on BSNL’s standing:
 The telephone infrastructure alone is worth about Rs. 1,00,000 crore (US $
22.74 billion)
 Turnover of Rs. 31,400 crore ( US $ 7.14 billion)
Add to which, BSNL's nationwide coverage and reach, comprehensive range
of telecom services and a penchant for excellence; and you have the
ingredients for restructuring India for a bright future. Today, BSNL is most
trusted Telecom Brand of India.
OBJECTIVES
• To be a Lead Telecom Services Provider.
• Build customers confidence through quality and reliable service.
• Provide Bandwidth on demand.
• Contribute towards:
i. National Plan Target of 250 million subscriber base for the

country by December 2007.
ii. Broadband customers base of 20 million in the country by
2010 as per Broadband Policy 2004.
iii. Telephone in all villages.
iv Implementation of Triple play as a regular commercial proposition.
Organization Chart of BSNL:
19
Revenue
20
The Department of Telecom operations now known as BSNL has shown
sustained growth in the last 15 years. The growth rate in 2004-05 was 6.5%.
Capital Investment
Annual Investment in the network has increased from Rs. 785 crores (US$ 0.18
billion) in 1986-87 to over Rs. 7578 crores ( US $ 1.72 billion) in 2004-05. This
investment has been financed mainly by the internal accruals. The planned
capital outlay during 2006-07 is Rs. 19431 crores ( US $4.42 billion).
Bharat Sanchar Nigam Limited has got fixed assets valuing more than Rs. 62,862
Crores (US $ 14.29 billion), which are in the form of Land, Buildings, Cables,
Apparatus & Plants etc.
Bharat Sanchar Nigam Limited, the largest Public Sector undertaking of the
Nation, is certainly on a financial ground that's sound.
21
The corporation has a net worth of Rs 63,000 crores (US $ 14.32 billion),
authorized equity capital of Rs. 10,000 crores (US $ 2.27 billion), paid up capital
of Rs 5,000 crores (US $ 1.14 billion) and revenue is Rs. 33,450 crores (US $
7.60 billion) in 2004-05.
When it comes to connecting the four corners of the nation, and much beyond,
one solitary name lies embedded at the pinnacle - BSNL. A company that has
gone past the number games and the quest to attain the position of a leader. It is
working round the clock to take India into the future by providing world class
telecom services for people of India. BSNL is India's no. 1 Telecom Service
provider and most trusted Telecom brand of the Nation.
Driven by the very best of telecom technology from chosen global leaders, it
connects each inch of the nation to the infinite corners of the globe, to enable you
to step into tomorrow.
Here is an overview of the World Class services offered by the BSNL:
Basic Telephone Services

The Plain old, Countrywide telephone Service through 32,000
electronic exchanges. Digitalized Public Switched Telephone
Network (PSTN) with a host of Phone Plus value additions.
BSNL launched Data One broadband service in January 2005

which shall be extended to 198 cities very shortly. The service is
being provided on existing copper infrastructure on ADSL2
technology. The minimum speed offered to the customer is 256
Kbps at Rs. 250/- per month only. Subsequently, other services
such as VPN, Multicasting, Video Conferencing, Video-on-
Demand, Broadcast application etc will be added.
Keeping the global network of Networks networked, the
countrywide Internet Services of BSNL under the brand name
includes Internet dial up/ Leased line access, CLI
based access (no account is required) and DIAS service, for web
browsing and E-mail applications. You can use your dialup
sancharnet account from any place in India using the same
access no ‘172233’, the facility which no other ISP has. BSNL has
customer base of more than 1.7 million for sancharnet service.
22
BSNL also offers Web hosting and co-location services at very
cheap rates.
ISDN
Integrated Service Digital Network Service of BSNL utilizes a
unique digital network providing high speed and high quality voice,
data and image transfer over the same line. It can also facilitate
both desktop video and high quality video conferencing.
Intelligent Network
Intelligent Network Service (In Service) offers value-added
services, such as:
Free Phone Service (FPH)

India Telephone Card (Prepaid card)
Account Card Calling (ACC)
Virtual Private Network (VPN)
Tele-voting
Premium Rae Service (PRM)
Universal Access Number (UAN) and more
I-Net
India s x.25 based packet Switched Public Data Network is
operational in 104 cities of the country. It offers x.25 x.28 leased,
x.28 Dial up (PSTN) Connection) and frame relay services.
Leased Lines & Datacom
BSNL provides leased lines for voice and data communication for
various applications on point to point basis. It offers a choice of
high, medium and low speed leased data circuits as well as dial-
up lines. Bandwidth is available on demand in most cities.
Managed Leased Line Network (MLLN) offers flexibility of
providing circuits with speeds of nx64 kbps up to 2mbps, useful
for Internet leased lines and International Principle Leased
Circuits (IPLCs).
Cellular Mobile Service
BSNL’s GSM cellular mobile service Cellone has a customer base
of over 5.2 million. CellOne provides all the services like MMS,
GPRS, Voice Mail, E-mail, Short Message Service (SMS) both
national and international, unified messaging service (send and
receive e-mails) etc. You can use CellOne in over 160 countries
worldwide and in 270 cellular networks and over 1000 cities/towns
across India. It has got coverage in all National and State
Highways and train routes. CellOne offers all India Roaming
facility to both pre-paid and post-paid customers (including
Mumbai & Delhi).
Wireless in Local Loop

This is a communication system that connects customers to the
23
Public Switched Telephone Network (PSTN) using radio
frequency signals as a substitute for conventional wires for all or
part of the connection between the subscribers and the telephone
exchange.
Countrywide WLL is being offered in areas that are non-feasible

for the normal network.
Helping relieve congestion of connections in the normal
cable/wire based network in urban areas.
Connecting the remote and scattered rural areas.
Limited mobility without any air-time charge
PROJECTS RECENTLY IMPLEMENTED/UNDER DEVELOPMENT
• National Internet Backbone of BSNL
• Voice over IP
• Broadband Services - ADSL & High Speed Internet
• Managed Leased Line Network (MLLN)
• Access Network - LMDS, DLCs, RLC etc.
• Internet Exchange Points - IXP & Internet Data Centers (IDC)
• E-Commerce
Telephone
Basic Telephone (Bfone)
Total Number of connections as on 30.04.2006 3,51,55,749
WLL (Tarang)
Total Number of connections as on 30.04.2006 25,95,807
Village Public Telephones
Total Number of Telephones as on 31.03.2006 5,35,325
Public Telephones (Local, STD and Highway)
Total Number of Public Telephones as on 31.03.2006 20,64,174
STD Stations
31,915
Number of STD Stations as on 31.03.2006
Transmission Systems as on 31.03.2006

Transmission Systems
Digital
(Route kms) (Route kms)
Coaxial 6,024
Microwave 63,730
UHF 45,130
Optical Fiber 4,80,196
24
Satellite Based Services (as on 31.03.2006)
MCPC-VSATs 201
IDR Systems (2 Mb/ 8 Mb) 64/17
Mobile
Services
(As on 30.04.2006)
• Total number of - 1,75,92,364

connections
(As on 30.04.2006)
• District Headquarters - 592

covered
• Total number of villages - 1,39,021
covered
• National Highway covered - 45,438
(Km)
• State Highway covered (Km) - 31,339
• Railway route covered (Km) - 15,730
Customer
Care
Several Steps have been taken at

BSNL to augment the quality of
customer care to international
standards.
Access round the clock help at following toll free numbers
• Dataone Broadband '1600-424-1600'

• PSTN Call Center '1500' (in select states)
• Sancharnet Help Desk '1957'
• CellOne all India Help '9400024365'

All BSNL Customer Service Centers (CSCs) now remain open on all
seven days from 8.00 AM to 8.00 PM without any break for all activities.
Cheque deposit machines have also been installed in many cities, so that
customers can make payments 24X7 at their convenience.
Customers can also make payments by cheque/Demand Draft to BSNL
franchisees all over the country.
25
With a view to simplify and offer customer friendly services, more than
one Bfone connections can be applied on a single application form.
Accordingly, a single demand note would be issued to the customer in
respect of all the connections applied for.
Shifting charges for local as well as all India shifting of fixed telephone
(bfone) has been abolished.
Pagers being given to outdoor staff in a phased manner for speedy
rectification of faults.
Majority of the local network is built up on jelly filled and OFC for trouble
free service.
Internal Distribution Points (DPs) being provided in the customer
premises to eliminate the faults arising out of overhead wires.
Extensive use of digital loop carrier (DLC)/Wireless in Local Loop (WLL)
system for improving reliability of external plant.
Remote Line Units (RLUs). Remote subscriber Units (RSUs) being
provided extensively to reduce the long lengths of copper cables.
Establishing call centers across the nation to provide single window
solutions and convenience to customers.
Countrywide Network Management & Surveillance System (NMSS) to
ensure uninterrupted and efficient flow of telecom traffic.
Application Forms for new connections have been made free of charge
for all services.
Procedure for restoration of telephones disconnected due to non-
payment simplified and powers delegated to Secondary Switching Area
(SSA) heads.
Payment of telephone bills being received on Saturday and Sunday
through cheques in City Telecom Offices (CTOs).
More than one Public Call Office (PCO) permitted at the same premises.
Various application forms and procedures being simplified for new
telephone connections, shifting and third party transfer.
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3.0
CONCEPTUAL REVIEW
MARKETING MANAGEMENT
DEFINITION:
Marketing management is the practical application of marketing techniques.

It is the analysis, planning, implementation, and control of programs designed to
create, build, and maintain mutually beneficial exchanges with target markets.
The marketing manager has the task of influencing the level, timing, and
composition of demand in way that will achieve organizational objectives.
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BRAND EQUITY
BRAND
EQUITY
BRAND PERCIVED BRAND

BRAND
AWARENESS QUALITY ASSOCIATION
LOYALTY
What is brand equity?
The goal of the brand leadership paradigm is to create strong brands – but what
is a strong brand, anyway? In Managing Brand Equity, brand equity was defined
as the brand assets (or liabilities) linked to a brand’s name and symbol that add
to (or subtract from) a product or service. These assets can be grouped into four
dimensions: brand awareness, perceived quality, brand associations, and brand
loyalty. These four dimensions guide brand development, management and
measurement.
 Brand awareness:
Brand awareness is an often undervalued asset; however,

awareness has been shown to affect perceptions and even taste. People like
the familiar and are prepared to ascribe all sorts of good attitudes to items that
are familiar to them. The Intel Inside campaign has dramatically transferred
awareness into perceptions of technological superiority and market
acceptance.
 Perceived quality
28
Perceived quality is a special type of association, partly
because it influences brand associations in many contexts and partly because
it has been empirically shown to affect profitability (as measured by both ROI
and stock return).
 Brand associations
Brand association can be anything that connects the

customer to the brand. It can include user imagery, product attributes, use
situations, Organizational associations, brand personality and symbols. Much
of brand management involves determining what associations to develop and
then creating programs that will link the associations to the brand.
 Brand loyalty
Brand loyalty is at the heart of any brand’s value. The concept is

to strengthen the size and intensity of each loyalty segment. A brand with a
small but intensely loyal customer base can have significant equity.
Brand Preference
The stage of brand loyalty at which a brand will select a

particular brand but will choose a competitor’s brand if the preferred brand is
unavailable. See Brand insistence; Brand recognition.
Customer Satisfaction
If the customer's expectations of product quality, service quality,

and price are exceeded, a firm will achieve high levels of customer
satisfaction and will create "customer delight." If the customer's expectations
29
are not met, customer dissatisfaction will result. And the lower the satisfaction
level, the more likely the customer is to stop buying from the firm.
4.0
ANALYSIS AND INTERPRETATIONS
30
PROFILE OF THE SAMPLE RESPONDENTS
LOCATION
Valid Cumulative
City Frequency Percent
Percent Percent
Bhubaneswar 145 58.0 58.0 58.0

Valid
Cuttack 57 22.8 22.8 80.8
Khurda 48 19.2 19.2 100.0
Total 250 100.0 100.0
Table 1
LOCATION
70
60
50
40
30
20
Percent
10
0
COIMBATORE POLLACHI TIRUPUR
LOCATION
31
CHART: 1
INFERNCE:
As the Table depicts, a good majority of the respondent (58%) of
consumers belongs to Coimbatore while Tirupur is the least (0.4%).
AGE
Frequency Percen Valid Percent Cumulative Percent

t
Valid bet 20-30 51 20.4 20.4 20.4
bet 31-35 100 40.0 40.0 60.4
bet 36-40 46 18.4 18.4 78.8
bet 41-50 33 13.2 13.2 92.0
above 50 20 8.0 8.0 100.0
Total 250 100.0 100.0
TABLE: 2
AGE
50
40
30
20
10
Percent
0
bet 20-30 bet 31-35 bet 36-40 bet 41-50 above 50
AGE
CHART: 2
32
INFERNCE:
As the Table depicts, a good majority of the respondent (40.0%) were in
the age group of (Between 31-35) while the age group of (Above 50) is the least
(8.0%).
OCCUPATION
Frequency Percent Valid Percent Cumulative Percent

Valid Managerial 113 45.2 45.2 45.2
Business 85 34.0 34.0 79.2
Clerical 24 9.6 9.6 88.8
Manual worker 17 6.8 6.8 95.6
Student 7 2.8 2.8 98.4
Retired 2 .8 .8 99.2
Agriculture 1 .4 .4 99.6
Professional 1 .4 .4 100.0
Total 250 100.0 100.0
TABLE: 3
OCCUPATION
50
40
30
20
10
Percent
0
Managerial Clerical Student Agriculture
Business Manual w orker Retired Professional
OCCUPATION
CHART: 3
33
INFERNCE:
As the Table depicts, a good majority of the respondent (45.2%) of
consumers were Managers while Professionals and Agriculturalist were the least
(0.4%) each.
Statistics
MONTHLY INCOME
N Valid 245
Missin 5
g
MONTHLY INCOME

t
Valid below 5000 27 10.8 11.0 11.0
bet 5000-10000 132 52.8 53.9 64.9
bet 10000- 62 24.8 25.3 90.2
15000
bet 15000- 11 4.4 4.5 94.7
25000
above 25000 13 5.2 5.3 100.0
Total 245 98.0 100.0
Missing System 5 2.0
Total 250 100.0
TABLE: 4
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MONTHLY INCOME
60
50
40
30
20
10
Percent
0
below 5000 bet 10000-15000 above 25000
bet 5000-10000 bet 15000-25000
MONTHLY INCOME
CHART: 4
INFERNCE:
As the Table depicts, a good majority of the respondent (53.9%)
consumers monthly income is between (5000-10000), while monthly income
between (15000-25000) is least (4.5%).
35
MOBILE USE

Valid YES 183 73.2 73.2 73.2
NO 67 26.8 26.8 100.0
Total 250 100.0 100.0
TABLE: 5
36
MOBILE USE
80
60
40
20
Percent
0
YES NO
MOBILE USE
CHART: 5
INFERNCE:
From the above Table, it is inferred that majority of the respondents

(73.2%) were using Mobile phones while (26.8%) were not using Mobile phones.
LANDLINE USE

t
Valid YES 237 94.8 94.8 94.8
NO 13 5.2 5.2 100.0
Total 250 100.0 100.0
TABLE: 6
37
LANDLINE USE
100
80
60
40
20
Percent
0
YES NO
LANDLINE USE
CHART: 6
INFERENCE:
From the above Table, it is inferred that majority of the respondents

(94.8%) were using Landline telephone while (5.2%) were not using Landline
telephone.
ANALYSIS OF BRAND PREFERENCE
MOBILE SERVICE

Valid No mobile 67 26.8 26.8 26.8
BSNL 78 31.2 31.2 58.0
Tataindicom 1 .4 .4 58.4
Reliance 26 10.4 10.4 68.8
Airtel 25 10.0 10.0 78.8
Aircel 37 14.8 14.8 93.6
38
BPL/Hutch 16 6.4 6.4 100.0
Total 250 100.0 100.0
TABLE: 7
MOBILE SERVICE
40
30
20
10
Percent
0
No mobile Tataindicom Airtel BPL/Hutch
BSNL Reliance Aircel
MOBILE SERVICE
CHART: 7
INFERNCE:
As the Table depicts, a good majority of people (31.2%) are using BSNL,
while Tataindicom are the least (0.4%) by considering 250 samples.
LANDLINE SERVICE

Valid No Landline 13 5.2 5.2 5.2
BSNL 221 88.4 88.4 93.6
Tataindicom 8 3.2 3.2 96.8
Airtel 8 3.2 3.2 100.0
Total 250 100.0 100.0
TABLE: 8
39
LANDLINE SERVICE
100
80
60
40
20
Percent
0
No Landline BSNL Tataindicom Airtel
LANDLINE SERVICE
CHART: 8
INFERNCE:
As the Table depicts, a good majority of people (88.4%) are using BSNL,
while Tataindicom and Airtel are the least (3.2%) each.
FAMILIAR
Frequency Percen Valid Percent Cumulative

t Percent
Valid Very familiar 128 51.2 51.2 51.2
Some what familiar 120 48.0 48.0 99.2
Familiar but never used 2 .8 .8 100.0
it
Total 250 100.0 100.0
TABLE: 9
40
FAMILIAR
60
50
40
30
20
10
Percent
0
Very familiar Some w hat familiar Familiar but never u
FAMILIAR
CHART: 9
INFERNCE:
As the Table depicts, a good majority of people (51.2%) are familiar with
BSNL, while (0.8%) of people are familiar but never used.
COMPARING WITH OTHER SERVICES

t Percent
Valid Much better 58 23.2 23.2 23.2
Some what better 99 39.6 39.6 62.8
About the same 65 26.0 26.0 88.8
Some what worse 27 10.8 10.8 99.6
Don’t know/Never 1 .4 .4 100.0
used
Total 250 100.0 100.0
TABLE: 10
41
50
40
30
20
10
Percent
0
Much better About the same Dont know /Never used
Some w hat better Some w hat w orse
CHART: 10
INFERENCE:
As the Table depicts, majority of respondents (39.6%) opined BSNL is
“Some What Better” when compared to other services, while the least number of
respondents (0.4%) opined “Don’t know/Never used”.
AGE * MOBILE SERVICE Cross tabulation
MOBILE Total
SERVIC
E
No BSN Tataindic Relianc Airte Aircel BPL
mobile L om e l /Hut
ch
AGE bet Cou 10 18 1 1 11 8 2 51
20-30 nt
% 19.6% 35.3 2.0% 2.0% 21.6 15.7% 3.9 100.0
withi % % % %
n
AGE
bet Cou 30 26 12 8 20 4 100
31-35 nt
42
% 30.0% 26.0 12.0% 8.0 20.0% 4.0 100.0
withi % % % %
n
AGE
bet Cou 11 14 6 3 5 7 46
36-40 nt
% 23.9% 30.4 13.0% 6.5 10.9% 15.2 100.0
withi % % % %
n
AGE
bet Cou 8 12 6 1 3 3 33
41-50 nt
% 24.2% 36.4 18.2% 3.0 9.1% 9.1 100.0
withi % % % %
n
AGE
above Cou 8 8 1 2 1 20
50 nt
% 40.0% 40.0 5.0% 10.0 5.0% 100.0
withi % % %
n
AGE
Total Cou 67 78 1 26 25 37 16 250
nt
% 26.8% 31.2 .4% 10.4% 10.0 14.8% 6.4 100.0
withi % % % %
n
AGE
Hypothesis:
Null Hypothesis [Ho]: There is no significant relationship between the Age of the
Customers and Mobile Service using by the Customers.
Alternative Hypothesis [H1]: There is a significant relationship between the Age of

the Customers and Mobile Service using by the Customers.
Chi-Square Tests
43
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 37.625 24 .038
Likelihood Ratio 37.654 24 .038
N of Valid Cases 250
a.17 cells (48.6%) have expected count less than 5. The minimum expected
count is .08.
TABLE: 11
INFERNCE:
From the above Table, calculated value is (37.63) higher than the critical
value (36.42) at 5% level, so Null hypothesis [H0] has to be rejected (i.e.) there is
a significant relationship between the Age of the Customers and Mobile Service
using by the Customers.
44
40
30
MOBILE SERVICE
No mobile
BSNL
20
Tataindicom
Reliance
10 Airtel
Aircel
Count
0 BPL/Hutch
bet 20-30 bet 36-40 above 50
bet 31-35 bet 41-50
AGE
CHART: 11
LOCATION * LANDLINE SERVICE Cross tabulation
LANDLINE Total
SERVICE
No BSNL Tatain Airtel
Landline dicom
LOCATIO COIM Count 7 127 6 5 145
N BATO
RE
% within 4.8% 87.6% 4.1% 3.4% 100.0
LOCATION %
POLLA Count 4 52 1 57
CHI
45
% within 7.0% 91.2% 1.8% 100.0
LOCATION %
TIRUP Count 2 42 1 3 48
UR
% within 4.2% 87.5% 2.1% 6.3% 100.0
LOCATION %
Total Count 13 221 8 8 250
% within 5.2% 88.4% 3.2% 3.2% 100.0
LOCATION %
TABLE: 12
140
120
100
80
60 LANDLINE SERVICE
No Landline
40
BSNL
20
Tataindicom
Count
0 Airtel
LOCATION
CHART: 12
INFERENCE:
From the above table, it explains about the BSNL Land line users in
each location.
46
LOCATION * MIGRATION Cross tabulation
MIGRATION Total
Cert Hig Not Low Neve

ain h sure chan r
cha ce
nce
LOCATION COIMBATO Count 4 3 24 40 74 145
RE % within 2.8% 2.1 16.6 27.6 51.0 100.0
LOCATION % % % % %
POLLACHI Count 7 2 18 15 15 57
% within 12.3 3.5 31.6 26.3 26.3 100.0
LOCATION % % % % % %
TIRUPUR Count 5 3 15 10 15 48
% within 10.4 6.3 31.3 20.8 31.3 100.0
Total Count 16 8 57 65 104 250
% within 6.4% 3.2 22.8 26.0 41.6 100.0
LOCATION % % % % %
Hypothesis:
Null Hypothesis [Ho]: There is no significant relationship between the Location

of the Customers and Migration of the Customers.
Alternative Hypothesis [H1]: There is a significant relationship between the Location

of the Customers and Migration of the Customers.
Chi-Square Tests
47
Value df Asymp. Sig. (2-
sided)
Pearson Chi- 23.374(a 8 .003
Square )
a. 5 cells (33.3%) have expected count less than 5. The minimum expected count
is 1.54.
TABLE: 13
INFERENCE:
From the above Table, calculated value is (23.37) higher than the
critical value (15.51) at 5% level, so Null hypothesis [H0] has to be rejected (i.e.)
there is a significant relationship between the Location of the Customers and
Migration of Customers.
80
60
MIGRATION
40
Certain
High chance
20
Not sure
Low chance
Count
0 Never
LOCATION
CHART: 13
48
LOCATION * NETWORK Cross tabulation
NETWORK Total
Very Quite Neut Quite Ver

satisf satisf ral dissa y
ied ied tisfie diss
d atisf
ied
RE % within 63.4 22.8 7.6% 2.1% 4.1 100.0
LOCATION % % % %
% within 24.6 45.6 15.8 8.8% 5.3 100.0
LOCATION % % % % %
% within 18.8 39.6 20.8 14.6 6.3 100.0
Total Count 115 78 30 15 12 250
% within 46.0 31.2 12.0 6.0% 4.8 100.0
LOCATION % % % % %
Hypothesis:

of the Customers and Satisfaction of BSNL Network using by the Customers.

of the Customers and Satisfaction of BSNL Network using by the Customers.
49
Chi-Square Tests

sided)
Pearson Chi- 48.112(a 8 .000
Square )
is 2.30.
TABLE: 14
INFERENCE:
a significant relationship between the Location of the Customers and Satisfaction
of BSNL Network using by the Customers.
100
80
60
NETWORK
40 Very satisfied
Quite satisfied
20 Neutral
Quite dissatisfied
Count
0 Very dissatisfied
LOCATION
CHART: 14
50
LOCATION * CUSTOMER CARE Cross tabulation
CUSTOMER CARE Total
Very Quite Neut Quite Very

satisf satisf ral dissa dissa
ied ied tisfie tisfie
d d
RE % within 35.9 31.7 11.0 6.9% 14.5 100.0
LOCATION % % % % %
% within 19.3 38.6 17.5 15.8 8.8% 100.0
LOCATION % % % % %
% within 14.6 18.8 35.4 18.8 12.5 100.0
Total Count 70 77 43 28 32 250
% within 28.0 30.8 17.2 11.2 12.8 100.0
Hypothesis:

of the Customers and Satisfaction level of BSNL Customer care.

of the Customers and Satisfaction level of BSNL Customer care.
51
Chi-Square Tests

sided)
Pearson Chi- 30.685(a 8 .000
Square )
a. 0 cells (.0%) have expected count less than 5. The minimum expected count is
5.38.
TABLE: 15
INFERENCE:
value (15.51) at 5% level, so Null hypothesis [H0] has to be rejected (i.e.) there
is a significant relationship between the Location of the Customers and
Satisfaction level of BSNL Customer care.
60
50
40
CUSTOMER CARE
30
Very satisfied
20
Quite satisfied
Neutral
10
Quite dissatisfied
Count
0 Very dissatisfied
LOCATION
CHART: 15
52
COST * MIGRATION Cross tabulation
MIGRATION Total

ain h sure chan r
cha ce
nce
COST Very Count 1 1 5 8 56 71
satisfied % within 1.4% 1.4 7.0% 11.3 78.9 100.0
COST % % % %
Quite Count 1 4 21 38 29 93
satisfied % within 1.1% 4.3 22.6 40.9 31.2 100.0
COST % % % % %
Neutral Count 3 2 16 11 6 38
% within 7.9% 5.3 42.1 28.9 15.8 100.0
COST % % % % %
Quite Count 6 1 12 7 10 36
dissatisfie % within 16.7 2.8 33.3 19.4 27.8 100.0
d COST % % % % % %
Very Count 5 3 1 3 12
dissatisfie % within 41.7 25.0 8.3% 25.0 100.0
d COST % % % %
Total Count 16 8 57 65 104 250
% within 6.4% 3.2 22.8 26.0 41.6 100.0
COST % % % % %
Hypothesis:
Null Hypothesis [Ho]: There is no significant relationship between the Satisfaction
53
of Cost of BSNL and Migration of Customers.
Alternative Hypothesis [H1]: There is a significant relationship between the Satisfaction

of Cost of BSNL and Migration of Customers.
Chi-Square Tests

sided)
Pearson Chi- 104.622(a 16 .000
Square )
a. 12 cells (48.0%) have expected count less than 5. The minimum expected
count is .38.
TABLE: 16
INFERENCE:
value (26.30) at 5% level, so Null hypothesis [H0] has to be rejected (i.e.) there is a
significant relationship between the Satisfaction of Cost of BSNL and Migration of
Customers.
60
50
40
MIGRATION
30
Certain
20 High chance
Not sure
10
Low chance
Count
0 Never
Very satisfied Neutral Very dissatisf ied
Quite satisfied Quite dissatisf ied
COST
CHART: 16
54
QUALITY OF CUSTOMER SERVICE * MIGRATION Cross tabulation
MIGRATION Total

ain h sure chan r
cha ce
nce
QUALITY Excellent Count 1 2 21 24
OF % within 4.2% 8.3% 87.5 100.0
CUSTOMER QUALITY % %
SERVICE OF
CUSTOMER
SERVICE
Good Count 3 2 9 19 33 66
% within 4.5% 3.0 13.6 28.8 50.0 100.0
QUALITY % % % % %
OF
CUSTOMER
SERVICE
Average Count 4 2 24 19 27 76
% within 5.3% 2.6 31.6 25.0 35.5 100.0
QUALITY % % % % %
OF
CUSTOMER
SERVICE
Poor Count 1 1 8 15 10 35
% within 2.9% 2.9 22.9 42.9 28.6 100.0
QUALITY % % % % %
OF
55
CUSTOMER
SERVICE
Very poor Count 8 3 15 10 13 49
% within 16.3 6.1 30.6 20.4 26.5 100.0
QUALITY % % % % % %
OF
CUSTOMER
SERVICE
Total Count 16 8 57 65 104 250
% within 6.4% 3.2 22.8 26.0 41.6 100.0
QUALITY % % % % %
OF
CUSTOMER
SERVICE
Hypothesis:
Null Hypothesis [Ho]: There is no significant relationship between the Quality

of Customer service and Migration of the Customers.
Alternative Hypothesis [H1]: There is a significant relationship between the Quality

of Customer service and Migration of the Customers.
Chi-Square Tests

sided)
Pearson Chi- 47.985(a 16 .000
Square )
a. 10 cells (40.0%) have expected count less than 5. The minimum expected
count is .77.
TABLE: 17
INFERNCE:
From the above table, calculated value is (47.99) higher than the critical
a significant relationship between the Quality of Customer service and Migration
of the Customers.
56
40
30
MIGRATION
20
Certain
High chance
10
Not sure
Low chance
Count
0 Never
Excellent Good Average Poor Very poor
QUALITY OF CUSTOMER SERVICE
CHART: 17
LOCATION * COMPARING WITH OTHER SERVICES Cross tabulation
COMPARING WITH OTHER Total

SERVICES
Muc Som Abou Som Don

h e t the e t
bette what sam what kno
r bette e wors w/N
r e ever
use
d
LOCATION COIMBATO Count 48 59 30 8 145
RE % within 33.1 40.7 20.7 5.5% 100.0
LOCATION % % % %
% within 8.8% 40.4 28.1 21.1 1.8 100.0
LOCATION % % % % %
TIRUPUR Count 5 17 19 7 48
57
% within 10.4 35.4 39.6 14.6 100.0
LOCATION % % % % %
Total Count 58 99 65 27 1 250
% within 23.2 39.6 26.0 10.8 .4% 100.0
LOCATION % % % % %
Hypothesis:

of the Customers and Satisfaction level of BSNL compared with other Services.

of the Customers and Satisfaction level of BSNL compared with other Services.
Chi-Square Tests

sided)
Pearson Chi- 33.279(a 8 .000
Square )
is .19.
TABLE: 18
INFERENCE:
a significant relationship between the Location of the Customers and Satisfaction
level of BSNL compared with other Services.
58
70
60
50
40
COMPARING WITH OTHER
30 Much better
Some w hat better

20
About the same
10
Some w hat w orse
Count
0 Dont know /Never used

LOCATION
CHART: 18
LOCATION * TARIFF Cross tabulation
TARIFF Total
59
Very Quite Neut Quite Ver
satisf satisf ral dissa y
ied ied tisfie diss
d atisf
ied
RE % within 49.0 37.2 9.7% 2.1% 2.1 100.0
LOCATION % % % %
% within 26.3 42.1 17.5 7.0% 7.0 100.0
LOCATION % % % % %
TIRUPUR Count 8 17 16 7 48
% within 16.7 35.4 33.3 14.6 100.0
LOCATION % % % % %
Total Count 94 95 40 14 7 250
% within 37.6 38.0 16.0 5.6% 2.8 100.0
LOCATION % % % % %
Hypothesis:

of the Customers and Satisfaction of BSNL Tariff Plan.

of the Customers and Satisfaction of BSNL Tariff Plan.
Chi-Square Tests

sided)
Pearson Chi- 41.203(a 8 .000
Square )
is 1.34.
TABLE: 19
INFERENCE:
value (15.51) at 5% level, so Null hypothesis [H0] has to be rejected (i.e.) there
is a significant relationship between the Location of the Customers and Satisfaction
60
of BSNL Tariff Plan.
80
60
TARIFF
40
Very satisfied
Quite satisfied
20
Neutral
Quite disatisfied
Count
0 Very disatisfied
LOCATION
CHART: 19
ANALYSIS OF BRAND ATTRIBUTES
TARIFF

t Percent
Valid Very satisfied 94 37.6 37.6 37.6
Quite satisfied 95 38.0 38.0 75.6
Neutral 40 16.0 16.0 91.6
Quite 14 5.6 5.6 97.2
dissatisfied
61
Very dissatisfied 7 2.8 2.8 100.0
Total 250 100.0 100.0
TABLE: 20
TARIFF
50
40
30
20
10
Percent
0
Very satisfied Neutral Very disatisfied
Quite satisfied Quite disatisfied
TARIFF
CHART: 20
INFERNCE:
From the above Table, it was inferred that majority of the respondents (38%)
were “Quite Satisfied” with a special regards to the BSNL Tariff Plan, while the
least (2.8%) number of respondents were “Very Dissatisfied” with respect to the
BSNL Tariff Plan.
NETWORK

t Percent
Neutral 30 12.0 12.0 89.2
Quite 15 6.0 6.0 95.2
dissatisfied
Very dissatisfied 12 4.8 4.8 100.0
Total 250 100.0 100.0
TABLE: 21
62
NETWORK
50
40
30
20
10
Percent
0
Very satisfied Neutral Very dissatisfied
Quite satisfied Quite dissatisfied
NETWORK
CHART: 21
INFERNCE:
As the Table depicts, a good majority of respondents (46%) were “Very
Satisfied” with the Network of BSNL, while the least (4.8%) were “Very
Dissatisfied” with the Network of BSNL.
COST
Frequenc Percen Valid Cumulative

y t Percent Percent
Neutral 38 15.2 15.2 80.8
Quite 36 14.4 14.4 95.2
dissatisfied
Very 12 4.8 4.8 100.0
dissatisfied
Total 250 100.0 100.0
TABLE: 22
63
COST
40
30
20
10
Percent
0
COST
CHART: 22
INFERENCE:
As the Table depicts, majority of respondents (37.2%) were “Quite
Satisfied” with special regards to the Satisfaction level of Cost of BSNL, while the
least number of respondents (4.8%) were “Very Dissatisfied” with the Satisfaction
level of Cost of BSNL.
CUSTOMER CARE
Frequenc Perc Valid Cumulative

y ent Percent Percent
Neutral 43 17.2 17.2 76.0
Quite 28 11.2 11.2 87.2
dissatisfied
Very 32 12.8 12.8 100.0
dissatisfied
Total 250 100. 100.0
0
TABLE: 23
64
CUSTOMER CARE
40
30
20
10
Percent
0
CUSTOMER CARE
CHART: 23
INFERENCE:
From the above Table, it was inferred that majority of respondents (30.8%)
were “Quite Satisfied” with the Customer care of BSNL, while the least number of
respondents (11.2%) were “Quite Dissatisfied” with BSNL Customer care.
ADDTIONAL PACKAGE

y t Percent Percent
Neutral 95 38.0 38.0 82.4
Quite 33 13.2 13.2 95.6
dissatisfied
Very 11 4.4 4.4 100.0
dissatisfied
Total 250 100.0 100.0
TABLE: 24
65
ADDTIONAL PACKAGE
40
30
20
10
Percent
0
ADDTIONAL PACKAGE
CHART: 24
INFERENCE:
From the above Table, it was inferred that majority of respondents (38%)
opined “Neutral” with the BSNL’s Additional Packages, while the least number of
respondents (4.4%) opined “Very Dissatisfied” with the Additional Packages of
BSNL.

y t Percent Percent
Valid Excellent 24 9.6 9.6 9.6
Good 66 26.4 26.4 36.0
Average 76 30.4 30.4 66.4
Poor 35 14.0 14.0 80.4
Very 49 19.6 19.6 100.0
poor
Total 250 100.0 100.0
TABLE: 25
66
40
30
20
10
Percent
0
Excellent Good Average Poor Very poor
CHART: 25
INFERENCE:
As the Table depicts, the majority of respondents (30.4%) were opined
“Average” with special reference to the Quality of Customer Service, while the
least number of respondents (9.6%) were opined “Excellent” with respect to the
Quality of Customer Service.
MIGRATION

y t Percent Percent
Valid Certain 16 6.4 6.4 6.4
High 8 3.2 3.2 9.6
chance
Not sure 57 22.8 22.8 32.4
Low 65 26.0 26.0 58.4
chance
Never 104 41.6 41.6 100.0
Total 250 100.0 100.0
TABLE: 26
67
MIGRATION
50
40
30
20
10
Percent
0
Certain High chance Not sure Low chance Never
MIGRATION
CHART: 26
INFERENCE:
As the Table depicts, a good majority of respondents (41.6%) were opined
“Never” with special respect to the chance of Migration from BSNL, while the
least number of respondents (3.2%) were opined “High Chance” with reference to
the chance of Migration from BSNL.
68
5.0
FINDINGS AND SUGGESTIONS
FINDINGS:
 A good majority of the respondents (73.2%) were using Mobile phones

while (26.8%) were not using Mobile phones.
 A good majority of the respondents (94.8%) were using Landline

telephone while (5.2%) were not using Landline telephone.
 A good majority of people (31.2%) are using BSNL, while Tataindicom are
the least (0.4%) by considering 250 samples, with respect to Mobile.
 A good majority of people (88.4%) are using BSNL, while Tataindicom and
Airtel are the least (3.2%) each, with respect to Landline.
 A good majority of people (51.2%) are familiar with BSNL, while (0.8%) of
people are familiar but have never used.
69
 A good majority of respondents (39.6%) opined that BSNL is “Some What
Better” when compared to other services, while the least number of
respondents (0.4%) opined “Don’t know/Never used”.
 There is a significant relationship between the Age of the Customers and

Mobile Service used by the Customers.
 There is a significant relationship between the Location of the Customers

and Migration of Customers.

and Satisfaction of BSNL Network used by the Customers.

and Satisfaction of BSNL Network used by the Customers.
 There is a significant relationship between the Satisfaction of Cost of

BSNL and Migration of Customers.
 There is a significant relationship between the Quality of Customer service

and Migration of the Customers.

and Satisfaction level of BSNL compared with other Services.

and Satisfaction of BSNL Tariff Plan.
 A good majority of the respondents (38%) were “Quite Satisfied” with

special regards to the BSNL Tariff Plan, while the least (2.8%) number of
respondents were “Very Dissatisfied” with respect to the BSNL Tariff Plan.
70
 A good majority of respondents (46%) were “Very Satisfied” with the
Network of BSNL, while the least (4.8%) were “Very Dissatisfied” with the
Network of BSNL.
 A majority of respondents (37.2%) were “Quite Satisfied” with special

regards to the Satisfaction level of Cost of BSNL, while the least number of
respondents (4.8%) were “Very Dissatisfied” with the Satisfaction level of
Cost of BSNL.
 A majority of respondents (38%) opined “Neutral” with the BSNL’s

Additional Packages, while the least number of respondents (4.4%) opined
“Very Dissatisfied” with the Additional Packages of BSNL.
 The majority of respondents (30.4%) opined “Average” with special

reference to the Quality of Customer Service, while the least number of
respondents (9.6%) opined “Excellent” with respect to the Quality of
Customer Service.
 A good majority of respondents (41.6%) opined “Never” with special

respect to the chance of Migration from BSNL, while the least number of
respondents (3.2%) opined “High Chance” with reference to the chance of
Migration from BSNL.
 Customers were felt that monthly rental was too high hence the reason
that most of them were surrendering.
 Recharge card rates are very high so make some arrangements to make
recharge cards available at cheaper rates.
 Some customers felt that when landline phone gets out of order, it is not
checked or corrected for even 1month, hence there was heavy business
loss.
71
 In the evening, lines are not getting connected since network problem was
too high.
 When phone went out of order, the respondents were still charged for
calls.
 Customers are very much dissatisfied with Linemen, because of

irresponsibility. (Collecting amount from customers).
 Regarding Cell one respondents complained, Network is always busy with

other mobile services.
 During the rainy season noise in the instrument is a problem.
 Respondents felt that there was no personalized service to customers.
 Due to non-availability of CUG connections to all, most of the customers

surrendered BSNL and migrated to Airtel.
 Customers perceived that the bills are always inflated.
 Due to excessive rules and regulations for operating 1rupee coin

telephones customers are not willing to buy and they are preferring Airtel
and Reliance.
 Even after Surrendered the phone before 6months deposit amount was
not yet received but receiving bill.
 Customers are expecting more number of free calls.
 In Pollachi network is not proper inside the house so Customers were very
much dissatisfied.
72
 With regards to mobile services options are limited hence customers were
switching over to other service providers.
 The extensive time lag between submission of application and receiving of

a telephone connection had made some respondents switch over to other
service providers.
 Due to the maturity and easy availability of Mobile service most of the
customers were surrendered their landline connection.
 Due to limited number of linemen, faults were not immediately attended to,
hence customers were very much dissatisfied.
 Customers were preferring to replace their old instrument.
 It was brought to notice of the researcher that prepaid SIM cards took up
to 10 days for activation.
 There is not much awareness among the Customer’s regarding the

facilities which are provided by BSNL, so effective media campaign is a
must to enhance the awareness level.
 Most of the people were not satisfied with the BSNL Customer Service for
both Mobile and Landline.
 The respondents felt that the number of payment service counters was
inadequate, hence more payment counters should be made available.
 Students are not much interested in BSNL Cell one because of non-
availability of SMS facilities.
73
 The respondents felt that The BSNL cell ones starter pack and recharge
cards are in perennial short supply.
 The respondents experienced network problems when they used roaming

to cities.
 The respondents suggested that simple value added such as display of

last call rate and balance amount should be made available by BSNL.
 Even though customers were dissatisfied with BSNL due to Loyalty they
are still using BSNL service (For only Incoming).
 One of the major irritations, as told by the respondents was that the
communication instruments provided by BSNL were of poor quality and
hence they had to face frequent problems with the instruments.
74
SUGGESTIONS:
 From the research study, it has been found out that the Customers are
very particular about the Quality of the Telecom services and hence they
want BSNL to increase the Quality of BSNL services by providing the
Customers an attractive instrument with new wiring connections.
 Customers were unaware about the new schemes provided by BSNL, so

effective media campaign is a must to enhance the awareness level.
 Recharge coupons were available only at higher rates when compared

with other brands, so BSNL may take some steps to provide recharge
coupons at lower rates with various denominations.
 BSNL may also introduce some sales promotion such as cash discounts;
Quality discounts hence the promotional activities would further strengthen
the market share of the Company.
 BSNL may reduce the monthly rentals and also the service tax.
 BSNL may introduce free service of SMS regarding Cell one.
 Caller Id’s should be provided immediately after the Customers requisition.
 Customer care of BSNL should be improved a lot.
75
 BSNL should take steps to curb the corrupt practices of the Linemen.
 BSNL may introduce CUG connection like other services so that they may
retain their first position in the market.
6.0
CONCLUSION
Conclusion:
76
BSNL being a public sector, in order to thrive and excel, have to understand
about the Customers expectations.
They also have to understand about their competitors and their nuances in
understanding their Customers.
Since Communication industry is a very competitive one it is high time for BSNL
to understand about their Customers in Landline as well as Mobile services.
77
7.0
BIBLIOGRAPHY
BIBLIOGRAPHY
PRINCIPLES OF MARKETING MANAGEMENT - PHILIP KOTLER

- RAJAN SAXENA
MARKETING RESEARCH - DAVID A.AAKER

- GEORGE S. DAY
RESEARCH METHODOLOGY - KOTHARI C.R.
WEBSITES:
1. www.bsnl.co.in
2. www.yahoo.com
3. www.google.com
78
8.0
ANNEXURE
79
1. What is your Age?
a. Between 20-30. b. Between 31-35. c. Between

36-40.
d. Between 41-50. e. Above 50.
2. Which of these best describes your job?
a. Managerial
b. Professional
c. Clerical
d. Manual Worker
e. Student
f. Retired
g. Agriculture
3. Under which category you belong to regarding your Monthly Income?
a. Below 5000. b. Between 5000-10000. c. Between 10000-

15000.
d. Between 15000-25000. e. Above 25000.
4. Are you using mobile services?
a. Yes
b. No
5. And which of the following mobile services you are using currently?
a. BSNL.
b. Tata Indicom.
80
c. Reliance.
d. Airtel.
e. Aircel.
f. BPL\Hutch.
g. Any other please mention
6. Which of the following Landline Services you are using currently?
a. BSNL.
b. Tata Indicom.
c. Reliance.
d. Airtel.
e. Any other please mention.
7. How familiar are you with BSNL Services?
a. Very familiar (use on regular basis).

b. Some what familiar (use it only some times).
c. Familiar but never used it.
d. Never heard of service before.
8. How satisfied are you with the Tariff plan of BSNL?
a. Very satisfied
b. Quite satisfied
c. Neutral
d. Quite dissatisfied
e. Very dissatisfied
9. How satisfied are you with the network of BSNL?
a. Very satisfied
b. Quite satisfied
c. Neutral
10. How satisfied are you with the cost of BSNL?
a. Very satisfied
b. Quite satisfied
c. Neutral
11. How satisfied are you with the customer care of BSNL?
a. Very satisfied
b. Quite satisfied
c. Neutral
81
12. How satisfied are you with the additional packages of BSNL?
a. Very satisfied
b. Quite satisfied
c. Neutral
13. In thinking about your most recent with others was the Quality of the BSNL
Customer Service you received:
a. Excellent.
b. Good.
c. Average.
d. Poor.
e. Very poor.
14. Compared with others would you say that BSNL is
a. Much better.
b. Some what better.
c. About the same.
d. Some what worse.
e. Don’t know (or) Never used.
15. [a]. All things considered over the next 12 months how likely are you to
replace your current Service
a. Certain.
b. High chance.
c. Not sure.
d. Low chance.
e. Never.
[b]. If you are looking to replace your current Service what are some of the
reasons for doing so?
82

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“CUSTOMER PERCEPTION AND SATISFACTION, ROLE IN BUILDING

BRAND EQUITY - A STUDY OF BSNL PRODUCTS AND SERVICES”

Project Report submitted by

in partial fulfillment of the requirements for the

Shanmugha Arts science Technology & Research Academy

Certified that this project report entitled

is a bonafide record of work done by

In partial fulfillment of the requirements for award of the

During the period May-June 2006

Internal Guide Dean, School of Management

Submitted for Project Viva-voce examination held on _________

First of all I am thankful to BHARAT SANCHAR NIGAM LIMITED, Bhubaneswar

I express my gratitude to Mr. S.Vaidhiyasubramaniyam, Dean, Planning and

I express my heartfelt thanks to Dr.P.Vaijayanthi, Professor, School of

Finally I thank all other Staffs of School of Management, Staffs of BSNL, my

In today’s competitive world, BSNL has to provide excellent services to attain a

This research was conducted from September 2010 - October 2010.

The researcher has done the project at BSNL, Bhubaneswar in pursuance of

S.NO. CONTENTS PAGE NUMBER

1.1 STATEMENT OF PROBLEM

2.1 COMPANY PROFILE

3.0 CONCEPTUAL REVIEW 24

4.0 ANALYSIS AND INTERPRETATIONS 28

5.0 FINDINGS AND SUGGESTIONS 66

S.NO. CONTENTS PAGE

1. Location of the Customers. 29

2. Age of the Customers. 30

3. Occupation of the Customers. 31

4. Monthly Income of the Customers. 32

5. Customers using Mobile Services or not. 34

6. Customers using Landline Services or not. 35

7. Mobile Service used by the Customers. 36

8. Landline Service used by the Customers. 37

9. Familiarity of Customers with BSNL. 38

10. Comparing BSNL with other Services. 39

11. Respondents by their Age and Mobile Services. 41

12. Respondents by their Location and Landline. 43

13. Respondents by their Location and Migration from BSNL.

14. Respondents by their Location and Network Coverage 47

15. Respondents by their Location and Customer Care 49

16. Respondents by their Cost and Migration from BSNL. 51

18. Respondents by their Location and Comparing with other Services

19. Respondents by their Location and Tariff plan Satisfaction. 57

20. Satisfaction level of Tariff Plan of BSNL. 59

21. Satisfaction level of Network Coverage of BSNL. 60

22. Satisfaction level of Cost of BSNL. 61

23. Satisfaction level of Customer Care of BSNL. 62

24. Satisfaction level of Additional Packages of BSNL. 63

25. Satisfaction level of Quality of Customer Service of BSNL. 64

26. Chances of Migration from BSNL Service. 65

S.NO. CONTENTS PAGE

1. Location of the Customers. 29

2. Age of the Customers. 30

3. Occupation of the Customers. 31

4. Monthly Income of the Customers. 32

5. Customers using Mobile Services or not. 34

6. Customers using Landline Services or not. 35

7. Mobile Service used by the Customers. 36

8. Landline Service used by the Customers. 37

9. Familiarity of Customers with BSNL. 38

10. Comparing BSNL with other Services. 39

11. Respondents by their Age and Mobile Services. 42

12. Respondents by their Location and Landline. 44