SUMMER TRAINING PROJECT REPORT

ON

“Study of consumer perception and behaviour to analyse the market potential of Bharti Airtel Ltd.’s

Cellular Services in Jaipur”

Carried on at

Bharti Airtel Ltd.

College logo

SYNOPSIS

Submitted inPartial fulfilment of

Name of course

TO

College name

Supervised By: Submitted By:

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TABLE OF CONTENTS

Page number

Acknowledgement 3 Preface 4 Introduction 5 Company Profile: 6-13

Introduction to company History Awards & Recognition Product & Services

Project Profile: Market Analysis of company: 14-15

Products & Services SWOT Analysis

Research Methodology: 16-17

Scope Objective Hypothesis

Review of literature 18-19 Research Design & Instrument 20 Sampling Technique 21 Data Collection 22 Limitation 23 Bibliography/References 24

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ACKNOWLEDGEMENT

“Successful passage and outcomes of every work comes with dedication, determination and team work. All these turn futile in absence of a visionary guidance.”

Completing a task is a never a one-man effort. It is often the result of valuable contribution of a number of individuals in a direct or indirect manner that helps on shaping and achieving an objective.

Any job in this world however trivial or tough cannot be accomplished without the assistance of other. I would hereby take the opportunity to express my indebtedness to people who have helped me to accomplish this task.

First of all, I extend my overwhelming gratitude to name of supervisor for giving me an opportunity to work in this esteemed organization, which not only increased my awareness about Telecom Sector but also gave me a good platform to practically apply the marketing concepts.

I am very grateful to supporter, for providing support, valuable guidance and meticulous supervision during the preparation of this Project Report which helped me a lot to make this project.

I am also thankful to authority of Airtel for providing me the information.

Name of student

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PREFACE

The summer training of a management student plays an important role to develop him into a well groomed professional. It gives theoretical concepts a practical shape in a field of applications. It gives an idea of dynamic & versatile professional world as well as an exposure to the intricacies & complexities of corporate world.

As part of the curriculum, the students of course name had to undergo training for 45 days. My summer training for 45 days in Bharti Airtel Limited, Jaipur was a learning experience to see how the company provides its products & services to its existing & potential customers & consistently keeps an eye on its customer service quality in order to thoroughly work upon attaining the customer satisfaction & maintaining long term customer commitment and relationship.

The object of training is to provide the students with an insight to practical aspects of organization working and environment. Such type of training helps students to work in real industrial environment, and to gain practical knowledge and build confidence which helps in their personality development.

The project aims at understanding the perception and behaviour of customers towards Bharti Airtel’s services and other service providers in telecom industry, to analyse the market potential of Bharti Airtel.

Research has demonstrated conclusively that it is far more costly to win a new customer than it is to maintain an existing one. And there is no better way to retain a customer than to exceed his expectations. For this purpose it is essential to know the level of customer satisfaction. The focus of my research was the measurement of customer satisfaction level for the services provided by Bharti Airtel. . The main objective of the study will be to know how the customers of AIRTEL perceive its Services in Jaipur city, how much they are satisfied with the services provided by AIRTEL and also to identify the factors affecting the preferences of the customers. The sampling technique for this study will be simple random sampling and the sample size will be 50.Questionnaire will be used as a tool for getting primary data.

The research verifies the fact that keeping the customer satisfied is the best strategy to not only retains the existing customers but also to expand the business to new horizons.

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INTRODUCTION

Airtel comes to you from Bharti Cellular Limited - a part of the biggest privateintegrated telecom conglomerate, Bharti Enterprises. Bharti provides a range of telecom services, which include Cellular, Basic, Internet and recently introduced National Long Distance. Bharti also manufactures and exports telephone terminals and cordless phones. Apart from being the largest manufacturer of telephone instruments in India, it is also the first company to export its products to the USA. Bharti is the leading cellular service provider, with a footprint in 15 states covering all four metros and more than 7 million satisfied customers Bharti Tele-Ventures believes that the demand for mobile services in India will continue to grow rapidly as a result of the following factors:

Lower tariffs and handset prices over time; Growth in pre-paid customer category; Greater economic growth and continued development of India's economy; Higher quality mobile networks and services; and Greater variety and usage of value added services

The project aims at understanding the Marketing strategies of Airtel and Study of consumer perception and behaviour to analyse market potential of Bharti Airtel Ltd. in Jaipur. Research has demonstrated conclusively that it is far more costly to win a new customer than it is to maintain an existing one. And there is no better way to retain a customer than to exceed his expectations. For this purpose it is essential to know the level of customer satisfaction. The focus of my research was the measurement of customer satisfaction level for the services provided by Bharti Airtel.

The main objective of the study was to know how the customers of AIRTEL perceive its Services in Jaipur city, how much they are satisfied with the services provided by AIRTEL and also to identify the factors affecting the preferences of the customers. The sampling technique used for this study was simple random sampling and the sample size was 50.Questionnaire is used as a tool for getting primary data.The research verify the fact that keeping the customer satisfied is the best strategy to not only retain the existing customers but also to expand the business to new horizons.

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COMPANY PROFILE

Introduction to Company

Bharti Airtel Limited

Type Public (BSE: 532454)

Industry Telecommunications

Founded 7 July 1995

Founder(s) Sunil Bharti Mittal

Headquarters New Delhi, India

Area served Asia & African countries

Key people

Sunil Mittal (Chairman) & (MD)

Sanjay Kapoor (CEO)

Products Wireless Internet Telephone Satellite television

Net income ▲ US$ 1.662 billion (2009)

Total assets ▲ US$ 11.853 billion (2009)[

Parent

Bharti Enterprises (63.56%)

SingTel (32.04%)

Vodafone (4.4%)

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Business Description

Provides mobile services in all the 22 telecom circles in India, Srilanka and Bangladesh. Was the first private operator to have an all India presence.Provides telemedia services (fixed line and broadband services through DSL) in 89 cities in India.Also offers DTH and IPTV services.

Customer Base 130,616,487 GSM mobile and 3,092,009 Telemedia Customers (status as on Apr 30, 2010)

Operational Network

Provides GSM mobile services in all the 22 telecom circles in India, Srilanka and Bangladesh Was the first private operator to have an all India presence.Provides telemedia services (fixed line) in 89 cities in India.

Bharti Airtel Limited (BSE: 532454) formerly known as Bharti Tele-Ventures LTD (BTVL) is an Indian company offering telcommunication services in 18 countries.

It the largest cellular service provider in India, with more than 135 million subscriptions as of May 2010.

Bharti Airtel is the world's third largest, single-country mobile operator and fifth largest telecom operator in the world in terms of subscriber base.

It also offers fixed line services and broadband services. It offers its telecom services under the Airtel brand and is headed by Sunil Bharti Mittal.

The company also provides telephone services and broadband Internet access (DSL) in over 89 cities in India.

It also acts as a carrier for national and international long distance communication services.

The company has a submarine cable landing station at Chennai, which connects the submarine cable connecting Chennai and Singapore.

It is known for being the first mobile phone company in the world to outsource everything except marketing and sales. Its network (base stations, microwave links, etc.) is maintained by Ericsson and Nokia Siemens Network, business support by IBM and transmission towers by another company.

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Ericsson agreed for the first time, to be paid by the minute for installation and maintenance of their equipment rather than being paid up front. This enables the company to provide pan-India phone call rates of Rs. 1/minute (U$0.02/minute).

The company is structured into four strategic business units - Mobile, Telemedia, Enterprise and Digital TV.

The mobile business offers services in 18 countries across the Indian Subcontinent and Africa.

The Telemedia business provides broadband, IPTV and telephone services in 89 Indian cities. The Digital TV business provides Direct-to-Home TV services across India. The Enterprise business provides end-to-end telecom solutions to corporate customers and national and international long distance services to telcos.

Globally, Bharti Airtel is the 3rd largest in-country mobile operator by subscriber base, behind China Mobile and China Unicom.

In India, the company has a 30.7% share of the wireless services market

Bharti Airtel is

3rd largest in-country mobile operator in the world

6th largest in-country integrated telecom operator in the world

Ranked number 5 in the best performing technology companies in the world by

BusinessWeek

India’s most innovative company by Wall Street Journal

Winner of Gallup Great workplace for being one of the best places to work worldwide

Ranked 188 in the FT 500 world’s largest companies 2009 ranked by Financial Times

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HISTORY OF AIRTEL

Bharti Tele-Ventures was incorporated on July 7, 1995 as a company with limited liability under the Companies Act, for promoting telecommunications services.The Company was initially formed as a Wholly-owned subsidiary of Bharti Telecom Limited. In 1995, Bharti Cellular launched cellular services 'Airtel' in Delhi.

Calendar year & Events( Year 2001 onwards)

2001 - Bharti Tele-Ventures acquired a 44% equity interest in Bharti Cellular from British Telecom, thereby making Bharti Cellular its 100% subsidiary - Bharti Cellular entered into license agreements to provide cellular services in eight new circles following the fourth operator cellular license bidding process. 2002

-Enters into a 5-year agreement with Escotel and ETL of the Escorts group to contract leased line Connectivity for its cellular operations. -ICICI Bank ties up with Bharti for pre-paid mobile cards via ATMs -Sunil Mittal, Chairman & Managing Director of the company, bags Businessman of the year award by Business India 2003

-Bharti Mobitel Ltd. merged with Bharti Cellular Ltd. and Bharti cellular wholly owned subsidiary of Bharti Tele-Ventures increases its stake to 100% in Bharti Mobile. -Links distribution pact with Hathway Cable. With this alliance, Bharti is said to be the first telecom firm to step into television distribution services

2004 -Bharti Tele-Ventures enters into a three year service agreement with Ericsson -Bharti Tele-Ventures (BTVL) has signed and received unified access service licence to provide GSM services in five circles including Uttar Pradesh (East), West Bengal & Andaman Nicobar, Orissa, Bihar and Jammu & Kashmir. -India's leading cellular company Bharti Tele-Ventures has bagged the Asian MobileNews operator of The year award in India and the Subcontinent. -Bharti Televentures announced formation of a new strategic business unit to offer various telecom and IT

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Services through a single contract.

2005 -Airtel launches video services for its GPRS customers on February 22, 2005 -Bharti Tele-Ventures launches telecom network in Andaman & Nicobar -BTVL unveil fixed line, broadband services -Bharti Tele Ventures - Airtel introduces BlackBerry Connect in India -Bharti Tele-Ventures launches under sea cable system. 2006 -Airtel unveils Re 1 STD plans and launches NetXpert & Post2Pre recharging service. -Airtel sets up customer centre -Mobile service provider Airtel today announced the launch of `Save My Phone Contact' service for its pre-paid and post-paid customers in Delhi -Bharti Tele Ventures bags 'Wireless Service Provider of the Year' & 'Competitive Service Provider of the Year' awards -Sunil Mittal bags CEO of the Year award -Cellebrum and Microsoft join hands with Airtel

2007

-Bharti Airtel on Feb 11, has been awarded QCI-DL Shah National Award on Economics of Quality. -Bharti Airtel Ltd on April 01, 2007, has announced the reduction in International Long Distance Tariffs (ISD) for all its mobile customers in India. -Airtel signs agreement with HTC for touch screen mobile. 2008 - Nokia Siemens Networks on Jan 3 declared that it has been awarded a multi million euro contract from Bharti Airtel Ltd for deployment of a single interactive voice response (IVR) platform across 23 circles.. The new IVR solution will enable Airtel to deliver services such as voice SMS, televoting, call Management services, caller ring back tone and voice portal on a faster time-to-market basis and, therefore, reduce OPEX costs. - Bharti Airtel tied up with US-based Apple Inc to bring the popular GSM-based iPhone in the country. - Bharti Airtel Ltd has forged a technology alliance with Infosys Technologies Ltd to launch its DTH Television services. Infosys, through its digital convergence platform, will offer a suite of products Including devices, application servers an interactive applications for Airtel's DTH services. 2009 - Bharti Airtel HAS signed a five-year managed services deal valued at 0 million with Alcatel Lucent for Its fixed-line and broadband operations. - Bharti Airtel launched the 'Airtel Advantage' initiative. The initiative is aimed at offering the added advantage to Airtel customers to be in touch with each other at an affordable rate of 50 paise per minute be it a national long distance call (STD) or a local call. - In order to create products and services for the small, medium and large enterprises, Bharti Airtel and Cisco announced a strategic business alliance. The alliance would combine the strengths of Airtel's network service and Cisco' Internet Protocol (IP) technologies. - Bharti Airtel - Airtel and mChek announce milestone of One Million users; introduce a broad range

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of new mCommerce services. 2010

- Bharti Airtel has partnered with US-based software maker VMware Inc. It has done this in order to focus on the cloud-based managed computer services market. - Bharti Airtel, India's No.1 cellular carrier has won broadband spectrum in four circles. Earlier, Bharti has said that it had tied up the entire financing requirement of .3 bn for the planned buy, through a series of banks.

AWARDS AND RECOGNITION

For the Year 2010 - 2011

Airtel has won the ‘Most Preferred Cellular Service Provider Brand’ award at the CNBC Awaaz Consumer Awards in Mumbai. This is 6th year in a row that Airtel has won the award in this category.The awards were based on an exhaustive consumer survey done by The Nielsen Company.Over 3,000 consumers, across 19 cities & 16 states in India, rated brands across different categories to choose brands delivering true value for money.

Bharti Airtel has received the prestigious Businessworld-FICCI-SEDF Corporate Social Responsibility Awards 2009-2010. The FICCI Socio Economic Development Foundation (FICCI-SEDF) and Businessworld CSR award was instituted in 1999 to recognize exemplary responsible business practices by the Indian Industry.

For the Year 2009 - 2010

Bharti Airtel rated as India’s Best Enterprise Connectivity Provider for 2009 at the Annual Users’ Choice Awards instituted by PC Quest.

Bharti Airtel has been recognized as the Best Global Wholesale Carrier for 2009 at the Telecoms World Awards Middle East by Terrapin.

Airtel was rated as the ‘Strongest Brand’ in the Economic Times Brand Finance Brand Power Rating 2009. It is the only Corporate Brand to be awarded the AAA rating

Sunil Bharti Mittal conferred with the Lal Bahadur Shastri National Award for Excellence in Public Administration, Academics and Management.

Airtel ranked second in the Economic Times-Brand Equity Most Trusted Brand Survey 2009.

Bharti Airtel ranked India’s second most valuable company, by Business Today in 2009.

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Bharti Airtel listed in Forbes Asia’s Fabulous 50 companies, 2009 on number sixth position.

Bharti Airtel was recognized as the ‘Service Provider of the Year’ and ‘Wireless Service Provider of the Year’ at the Frost & Sullivan Asia Pacific ICT Awards 2009.

Bharti Airtel bagged the Best Carrier India Award and the Ovum Telco-Transformation Award at the Telecom Asia Awards 2009.

Bharti Airtel was ranked sixth among the top 100 best performing technology companies in the world, compiled by BusinessWeek for the year 2009. The company is placed ahead of global technology leaders like Apple (19), Microsoft (22) and Google (37) in this exclusive list.

Sunil Mittal received the Madras Management Association (MMA) Business Leadership Award for 2008-09 for revolutionising Indian telecom.

Bharti Airtel was selected as one of the top 10 winners of the IDC Enterprise Innovation IT Awards 2009 across APAC region for its BSS Transformation Project.

Sunil Mittal was awarded the Global Economy Prize by The Kiel Institute (Germany).

Sunil Mittal was conferred with the degree of Doctor of Laws Honoris Causa by the University of Leeds, UK.

Bharti Airtel received the ‘Best Content Service’ Award for the Airtel-IFFCO Farmer Information Dissemination Platform at the World Communications Awards in London.

Bharti Airtel has been recognized as the Best Global Wholesale Carrier for 2009 at the Telecoms World Awards Middle East. Telecoms World is one of the flagship annual awards by Terrapin, one of the leading business media organizations for international telecom carriers and service providers.

Bharti Airtel’s low cost computing device Airtel Net PC was recognized by Hindustan Times as one of the ‘Top 9 Best Tech Products of 2009’.

Bharti Airtel has been ranked among six best performing technology companies in the world by Business Week. Bharti Airtel was awarded the Most Preferred Cellular Service Provider Award at the CNBC Awaaz Consumer Awards 2009.

Bharti Airtel has been awarded the NDTV Profit Business Leadership Award 2009 in the Telecom Sector. NDTV Profit Business Leadership Awards have been instituted to award organizational excellence. The awards promise to acknowledge the best, the brightest and the most dynamic of Indian organizations

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that have emerged leaders in their respective verticals.

Bharti Airtel bagged top honours in the Voice & Data 100 Survey, winning five of the Voice & Data Telecom Awards 2009. Bharti Airtel was named the Top Telecom Services Provider of the Year 2009. Manoj Kohli, CEO and Joint MD of Bharti Airtel, was named the Voice & Data Telecom Person of the Year 2009. The Awards also named Bharti Airtel, the Top VSAT Player 2009, the Top NLD Player 2009 and Top Cellular Services Provider 2009

MARKET ANALYSIS

PRODUCT & SERVICES (Business Divisions)

1.Mobile Services2.Telemedia Services3.Enterprise Services4.Digital TV Services

Bharti Airtel offers GSM mobile services in all the 23-telecom circles of India and is the largest mobile service provider in the country, based on the number of customers.

The group offers high speed broadband internet with a best in class network. With Landline services in 94 cities we help you stay in touch with your friends & family and the world. Get world class entertainment with India’s best direct to home (DTH) service digital TV in more than 150 cities

 

Enterprise Services provides a broad portfolio of services to large Enterprise and Carrier customers. This division comprises of the Carrier and Corporate business unit. Enterprise Services

Discover the magical experience of digital enterainment with Airtel. From DVD quality picture and sound,the best and widest variety of channels and programmes to the best on-demand

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is regarded as the trusted communications partner to India's leading organizations, helping them to meet the challenges of growth.

content on Airtel Live, your tv viewing experience change forever with digital TV from Airtel!

Mobile Services

Airtel is the name of the company's mobile services brand. It operates in 18 countries. It is the 5 th

largest mobile operator in the world in terms of subscriber base. Airtel's network consists of 3G and 2G services depending on the country of operation.

Bharti Airtel offers GSM mobile services in all the 23-telecom circles of India and is the largest mobile service provider in the country, based on the number of customers

In India, the company's mobile service is branded as Airtel. It has nationwide presence and is the market leader with a market share of 30.07% (as of May 2010).

On 19 October 2004, Airtel announced the launch of a BlackBerry Wireless Solution in India. The launch is a result of a tie-up between Bharti Tele-Ventures Limited and Research In Motion (RIM).

The Apple iPhone 3G was rolled out in India on 22 August 2008 by Airtel & Vodafone. Both the cellular service providers rolled out their Apple iPhone 3GS in the first quarter of 2010. However, high prices and contract bonds discouraged consumers and it was not as successful for both the service providers as much as the iPhone is successful in other markets of the world.

On May 18, 2010, 3G spectrum auction was completed and Airtel will have to pay the Indian government Rs. 12,295 crores for spectrum in 13 circles, the most amount spent by an operator in this auction. Airtel won 3G licences in 13 telecom circles of India: Delhi, Mumbai, Andhra Pradesh, Karnataka, Tamil Nadu, Uttar Pradesh (West), Rajasthan, West Bengal, Himachal Pradesh, Bihar, Assam, North East, Jammu & Kashmir. It plans to launch 3G services in October 2010.

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SWOT ANALYSIS

Strength • Market Leader • Recognized Globally• Strong Brand Image• Strong New Business Development team• Strong Financials• Largest Telecom Player with 22.6% market share • Cost advantage• Current leader in quality service• Largest distribution network• Ability to innovate constantly• Highly skilled workforce• Entrepreneurial zeal

Weakness• Outsourcing of core system• Network Coverage

Opportunities• Low Broadband Penetration in rural area • Telephony • Bharti Infratel – Cutting Down cost in rural area• Current Tele-Density – 30.6 is still low among developing countries • To sustain passion and commitment• Airtel’s market share increasing at other service provider• Attain higher value services• Collaborative business needs to be explored• Low penetration level in rural markets.

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Threats

Intense Competition & Shortage of Bandwidth New Players coming in India Uncertain Economic Condition Foreign investment Global trends moving from GPS to WLL. Lack of global parity in telecom tariff

RESEARCH METHODOLOGY

The success of the analysis mostly depends on the methodology on which it is carried out. The

appropriate methodology will improve the validity of the findings.

Area (SCOPE OF STUDY):

Today, for any organization or firm to survive in this competitive world depends on its

ability to be dynamic and be different from the competitors to be unique in the industry.

Customer Satisfaction helps every organization to keep the existing customer and to build

new customer.

This research is aimed at profiling the standard customer with an aim to increase the

network and improve company-customer relations.

The information gathered through this research can be used by the company to improve its

services and became more customers friendly. This can increase the goodwill of the

company and its overall performance.

This study is aimed to provide the management with some knowledge about its status in

market both in terms of consumer perception and their satisfaction level. The research also

aims to provide some ideas to improve the company’s present condition.

The study will mainly be concentrated on Jaipur city.

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OBJECTIVES OF THE STUDY:

The summer internship research study helps the student to check whether the theory and practice

actually matches. Organizational exposure helps the student to know how effectively they

performed in the market.

The primary objectives of the study will be,

To study the perception and buying behaviour of people towards Airtel’s cellular services.

To analyse the satisfaction level of customers towards Airtel cellular services.

The secondary objectives of the study will be,

a) To study how the customer choose their respective services and factors affecting their

choice.

b) To find the awareness among the customers about Airtel and its new products and

services.

c) To find out the problems faced by the airtel services users

d) To analyze the position of Airtel against its competitors.

e) To analyze the loyalty and satisfaction status of the consumers.

f) To identify the customer preferences.

g) To find out the strength and weakness of airtel and its competitors

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h) To know if there are relationships between customer satisfaction and customer loyalty.

HYPOTHESIS:

“There is no significant difference between the consumer perception and behaviour of Bharti Airtel Ltd. and other service providers.”

REVIEW OF LITERATURE

1. Debnath (2008) analysed that the prime focus of the service providers is to create a loyal

customer base by benchmarking their performances and retaining existing customers in

order to benefit from their loyalty. With the commencement of the economic

liberalization in 1991, and with a view to expand and improve telecom infrastructure

through the participation of the private sector, the Government of India permitted foreign

companies holding 51 percent equity stake in joint ventures to manufacture telecom

equipment in India. The Indian Government has announced a new policy, which allows

private firms to provide basic telephone services. There had been a monopoly of the state-

owned department of telecommunications. However, several companies are expected to

benefit from the policy change.1

2. Bhatt (2008), observed through his study “A Study of Mobile Phone Usage Among the

Post Graduate Students” that it is important for mobile carriers, service providers, content

developers, equipment manufacturers, as well as for parents and young people alike that

the key characteristics of mobile technology is well understood so that the risks

associated with its potentially damaging or disruptive aspects can be mitigated. This

paper has tried to compare the usage difference by gender with respect to the difference

manufacturing and service provider companies.2

3. Jha (2008), reviewed that it is the youth which is the real growth driver of the telecom

industry in India. Considering this fact, the paper is an attempt to give a snapshot of how

frequently young people use their mobile phones for several embodied functions of the

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cell phones. Data was collected from a sample of 208 mobile phone owners, aged

between 20 and 29. The study sheds light on how gender, monthly voucher amount and

years of owning mobile phones influence the usage pattern of this device. Findings of the

study would be helpful for the telecom service providers and handset manufacturers to

formulate a marketing strategy for different market segments.3

4. Kalavani (2006), analyzed that majority of the respondents have given favourable

opinion towards the services but some problems exist that deserve the attention of the

service providers. They need to bridge the gap between the services promised and

services offered. The overall customers’ attitude towards cell phone services is that they

are satisfied with the existing services but still they want more services to be provided.4

5. Kumar (2008), concluded through his study titled “Customer Satisfaction and

Discontentment vis-a-vis BSNL Landline Service” that at present, services marketing

plays a major role in the national economy. In the service sector, telecom industry is the

most active and attractive. Though the telecom industry is growing rapidly, India's

telecom density is less than the world's average telecom density as most of India's market

is yet to be covered. This attracts private operators to enter into the Indian telecom

industry, which makes the Bharat Sanchar Nigam Limited (BSNL) more alert to run its

business and survive in the market. 5

6. Seth et al (2008), observed through “Managing the Customer Perceived Service

Quality for Cellular Mobile Telephone: an Empirical Investigation” that there is

relative importance of service quality attributes and showed that responsiveness is the

most importance dimension followed by reliability, customer perceived network quality,

assurance, convenience, empathy and tangibles. This would enable the service providers

to focus their resources in the areas of importance. The research resulted in the

development of a reliable and valid instrument for assessing customer perceived service

quality for cellular mobile services.6

7. Kalpana and Chinnadurai (2006) surveyed on “Promotional Strategies of Cellular

Services: A Customer Perspective” and analyzed that the increasing competition and

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changing taste and preferences of the customer’s all over the world are forcing companies

to change their targeting strategies. The study revealed the customer attitude and their

satisfaction towards the cellular services in Coimbatore city. It was found that

advertisement play a dominant role in influencing the customers but most of the

customers are of opinion that promotional strategies of cellular companies are more sale

oriented rather than customer oriented.7

RESEARCH DESIGN AND INSTRUMENT

Research Design:

Descriptive Research: Descriptive research includes survey and fact-findings

enquire of different kinds. The major purpose of descriptive research is description of the state

affairs, as it exists at present.

Research Design of this research study will be Descriptive as it will describe facts and

other characteristics associated with consumers of Airtel’s cellular services and market potential

of Airtel.

Instrument:

To capture the feedback & suggestions of the customers of Airtel, Questionnaire will be used as an instrument to collect primary-firsthand data, then it will be analysed to find out the satisfaction level, market position of airtel against its competitors, awareness among customers regarding new issues like MNP etc.

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SAMPLING TECHNIQUE

Sampling Design:

The sampling design mainly consists of the sample taken for the study along with the

sample size, sample frame and sampling method.

Sample Size:

From the universe, sample size of 50 customers will be selected for the purpose of the

study.

Sample Frame:

The customers will be selected on a random basis from which the respondents will be

selected on convenience basis.

Sampling Method:

Convenience sampling will be used, based on the willingness and availability of the

respondents. The study will be conducted on consumers with different occupation.

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DATA COLLECTION

Data is the key activity of marketing research. The design of the data collecting method is backbone of research design. Data constitute the foundation of statistical analysis and interpretation. Hence the first step in statistical work is to obtain data.

The study is based on the data collected through primary and secondary sources.

Primary Data:

Primary data are those which are collected afresh and for the first time,and thus happen to be original in character.It is gathered for the specific purpose or for a specific Research project for the fulfilment of project objective. Here,in this study,a questionnaire will be designed to collect primary data from various customers.

Secondary Data:

Secondary data are the data, which already exists somewhere i.e. those which have already been collected by someone and have already been passed through statistical process. Secondary data provide starting point for research and after that the advantage of low cost and ready availability. Here, in this study, secondary data will be collected from:

o Journals & Magazineso Newspapers o Internet (Official Website of Bharti Airtel, TRAI, online news websites, NASSCOM etc) o Press releases (e.g. TRAI’s press release) o Text Books & other publications.

Secondary data can be divided into two types:

1. Internal data2. External data

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Secondary data can be obtained from journals i.e. internal sources report, government publication and books, professional bodies etc. Internal data are reports and memos generated within an organisation to facilitate its operations and annual report.

External data are those specially produce for outside consumption.

LIMITATIONS

a) Cost constraint.

b) Shortage of time may become a constraint.

c) There may be errors due to biasness of respondents.

d) Lack of customer’s cooperation and support may be a major constraint.

e) Study will be conducted in a small part of Jaipur, so the results of the study may not be

applicable in other areas.

f) Sample of 50 consumers may not represent the whole universe (population) & we cannot

draw inferences about the whole population on the basis of small sample.

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BIBLIOGRAPHY AND REFERENCES

Books:

Kothari, C.R., Research Methodology, New Delhi, New Age International Publishers, second revised edition, 2009, pg.345.

Kotler Philip, Keller Lane Kevin, Marketing Management, 12th edition

Online Newspapers:

Business World The Hindu

Press release of TRAI (no. 28/2010), dated 28th June 2010

Websites:

www.airtelworld.com www.blonnet.com www.indiainfoline.com www.airtel.in www.bharti.com www.trai.gov.in www.nasscom.in www.india-cellular.com

References:

1. Debnath, Roma Mitra, “Benchmarking telecommunication service in India”, 2008

(http://www.emeraldinsight.com/Insight)

2. Bhatt, Andre, “A Study of Mobile Phone Usage Among the Post Graduate Students”,

2008

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3. Tecor, Jha, “Understanding Mobile Phone Usage Pattern among College-Goers”,

2008(http://www.emeraldinsight.com/Insight)

4. Kalwani, Banumathy, “Consumer’s Attitude towards Cell phone Services”, 2006

5. Kumar, Kaliyamoorthy, “Influence of Demographic Variables on Marketing Strategies

in the Competitive Scenario”, 2007 (http://www.emeraldinsight.com/Insight)

6. Seth et, Etal, “Managing the Customer Perceived Service Quality for Cellular Mobile

Telephone: an Empirical Investigation”, 2008(http://www.emeraldinsight.com/Insight)

7. Kalpana and Chinnadurai, “Promotional Strategies of Cellular Services: A Customer

Perspective”,2006(http://www.emeraldinsight.com/Insight)

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