CHAPTER-1

INTRODUCTION

INTRODUCTION:

The management thesis which I was done as a part of my studies is “A study on

customer perception of Airtel broadband services in Indore City”. The study I
conducted provided me an excellent opportunity to implement all that I have
learnt in my class room sessions in the practical outfield.

The Bharti AIRTEL landline and broadband services has there in the market of
Indore couple of years and made their own identity in the market as a landline and
broadband service provider with a good number of high pulsing customers.
Among those good pulsing customers the SME customers are also one of them.
AIRTEL mainly focus on the customers of SME customers who pays the average
monthly bill amount of above Rs.2500/-. I am doing my thesis on this particular
topic due to the reason that I believe it will help me know more about the
marketing strategy, competitiveness and also about the customer behavior. My
thesis will help the company to know more about their strength, customers and the
area where they have to concentrate more and also about their competitor’s
strategy. This will also help the company to build a good relationship with the
customers.

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CUSTOMER

A customer is someone who makes use of the paid products of an individual or

organization. This is typically through purchasing or renting goods or services.

The word historically derives from “custom”, meaning “habit”; a customer was
someone who frequented a particular shop, who made it a habit to purchase goods
of the sort the shop sold their rather than elsewhere, and with whom the
shopkeeper had to maintain a relationship to keep his or her “custom”, meaning
expected purchases in the future. The shopkeeper remembered the sizes and
preferences of his or her customers, for example. The word did not refer to those
who purchased things at a fair or bazaar, or from a street vendor.

Types of customers

Customers can be classified into two main groups: internal and external. Internal
customers work for the organization, possibly in another department or another
branch. External customers are essentially the general public.

Internal customers
 People working in different departments of the vendor’s organization.
 People working in different branches of the vendor’s organization.

External customers
 Individuals
 Businesses or business people, including suppliers, bankers and
competitors.
 NGOs, Government bodies, Voluntary organizations.

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Needs and Expectations
Customer needs may be defined as the facilities or services a customer requires to
achieve specific goals or objectives. Needs are generally no-negotiable, but may
be optional or of varying importance to the customer. In any transaction,
customers seek value-for-money, and will often consider a range of vendors’
offers before settling on a purchase.

Customer expectations are based n perceived values of facilities or services as

applied to specific needs. Expectations are influenced by cultural values,
advertising, marketing, and other communications, both with the supplier and
with other sources. Expectations are negotiable and modifiable.

Both customer needs and expectations may be determined through interviews,

surveys, conversations or other methods of collecting information. Customers at
times do not have a clear understanding of their needs. Assisting in determining
needs is a valuable service to the customer, the process, expectations may be set
or adjusted to correspond to known product capabilities or service levels.

A Customer can be defined on a businessman’s or Sellers’s point of view as:-

 A customer is the most important person in any business.

 A customer is not dependent upon business. Business is dependent upon him.
 A customer is an essential part of the business- not an outsider
 A customer is not just money in the cash register. He is a human being with
feelings and deserves t be treated with respect.
 A customer is a person who comes to sellers with his needs and his wants. It is
seller’s job to fill them.
 A customer deserves the most courteous attention the businessmen can give
him.
 He is the lifeblood of every business. He pays the salary. Without him
business would have to close the doors. As marketers we must never forget int.
 Thus customer is treated as the most important fundamental aspect of
marketing other than competitor and values.

3
CUSTOMER SATISFACTION
Customer satisfaction is a business term which is used to capture the idea of
measuring how satisfied an enterprise’s customers are with the organization’s
efforts in a market place.

Every organization has customers of some kind. The organization provides

products (goods and/or services) of some kind to its customers through the
mechanism of a marketplace. The products that organization provides are subject
to competition whether by similar product6s or by substitution products.

The reason an organization is interested in the satisfaction of its customers is

because customers purchase the organization’s products. Te organization is
interested in retaining its existing customers and increasing the number of its
customers.

Customer satisfaction is an ambiguous and abstract concept and the actual

manifestation of the state of satisfaction will vary from person to person. The state
of satisfaction depends on a number of both psychological and physical variables.

The level of satisfaction can also vary depending on other options the customer
may have and other products against which the customer can compare the
organization’s products.
Because satisfaction is basically a psychological state, it is a difficult thing to
measure quantitatively. In other words, there are no units of satisfaction that have
been defined.

The usual measures of customer satisfaction involve a survey instrument with a

set of statements. The customer is asked to evaluate each statement and then
select from a scale how the customer agrees or disagrees with statement.

4
General model
A general model of the buyer decision process consists of the following steps:
 Want recognition;
 Search of information on products that could satisfy the needs of the buyer;
 Alternative selection:
 Decision-making on buying the product;
 Post-purchase behavior.

There exists an interaction between the desired results and customer satisfaction,
customer loyalty and customer retention. They may go by other names such as
patients, clients, buyers, etc. without the customer, it is impossible for any
business to sustain itself. Achieving the desired results is frequently a result of
customer action. Any business without a focus on customer satisfaction is at the
mercy of the market. Without loyal customers eventually a competitor will satisfy
those desires and your customer retention rate will decrease.

There exists an interaction between the desired results and customer satisfaction,
customer loyalty and customer retention. They may go by other names such as
patients, clients, buyers, etc. without the customer it is impossible for any
business to sustain itself.

Achieving the desired results is frequently a result of customer actions. Any

business without a focus on customer satisfaction is at the mercy of the market.
Without loyal customers eventually a competitor will satisfy those desires and
your customer retention rate will decrease.

There are several levels of Customers, they are:-

 Dissatisfied customer – Looking for someone else to provide product or
service
 Satisfied customer – Open to the newt better opportunity
 Loyal customer – Returns despite offers by the competition

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One of the ways to help obtain loyal customers is by having products and services
that there is very little chance that the customer requirements will not be met and
make them delightful. Of course one of the difficult is, understanding the true
customer requirements. Even when you have the requirements in advance the
customer can and will change them without notice or excuse. Having a good
recovery process for a dissatisfied customer is a necessity.

Customer satisfaction measurement program

Customer satisfaction research is not an end unto itself. The purpose, of course,
in measuring customer satisfaction is to see where a company stands in this regard
in the eyes of its customers, thereby enabling service and product improvements
which will lead to higher satisfaction levels. The research is just one component
in the quest to improve customer satisfaction.

Customer satisfaction and consumer behavior are very closely related.

Consumer behavior is lightly different from customer satisfaction.

Consumer Behavior is the study of how people buy, what they buy, when the
buy and why they buy. It is a sub category of marketing that blends elements from
psychology, sociology, socio psychology, anthropology and economics. It
attempts to understand the buyer decision making process, both individually and
in groups, it studies characteristics of individual consumers such as demographics,
psychographics, and behavioral variables in an attempt to understand people’s
wants, it also tries to assess influences on the consumer from groups such as
family, friends, reference groups, and society in general, today the customer
satisfaction is also termed as customer delight; rather than satisfaction present day
marketers try to make the customers delight. Indian business is facing a variety of
newer challenges.
The economy requires a different set of marketing responses, a major business
response is to sustain freshness in marketing and, to locate business response is to
sustain freshness in marketing and, to locate better approaches for delighting
customers, the name of the current marketing game is sharply focus on customer
satisfaction and retaining the satisfied customer for life.

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The idea of delighting customers may sound simple. However, it demands
extreme concentration and creativity in making it happen, it requires an
organizational approach. Thus, the route to customer delight is most enduring
when the entire organization is structured and geared for it under the challenge
leadership of marketing. The marketers need an array of marketing skills,
concepts and frame works for ensuring customer delight.

Models of consumer behavior:

One of the best known of the explanatory models that have been developed to
explain the interactions involved is that of Howard and Sheth. This contains a deal
of common sense, although, as is often the case with such models, the rather
obscure terminology makes it appear more confusing than it really is. The ‘inputs’
(stimuli) that the consumer receives from his or her environments are:-

1. Significative – the ‘real’ (physical) aspects of the product or service (which

the consumer will make use of)
2. Symbolic – the ideas or images attached by the supplier (for example by
advertising)

The ‘outputs ‘are what happens, the consumer’s actions, as observable results of
the input stimuli.

Between the inputs and outputs are the ‘constructs’, the processes which the
consumer goes through to decide upon his or her actions.

Howard and Sheth group these into two areas:-

1. Perceptual – those concerned with obtaining and handling information
about the product or service,
2. Learning – the processes of learning that lead to the decision itself.
Such models can help theorists to explain consumer behavior better, but it can be
difficult to put them to practical use.

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Brand Image and Brand Identity and Corporate Identity:

Brand image, in the other hand, is the totality of consumer perceptions about the
brand, or how they see it, which may not coincide with brand identity; companies
have to work hard on the consumer experience to make sure that what customers
see and think is what they want them to.

Brand identity is the total proposition that a company makes to consumers – the
promise it makes. It may consist of features and attributes, benefits, performances,
quality, service support, and the values that the brand possesses. The brand can be
viewed as a product, a personality, a set of values, and a position it occupies in
people’s minds. Brand identity is everything the company wants the brand to be
seen as,

Corporate identity is concerned with the visual aspects of a company’s presence,

when companies undertake corporate identity exercises; they are usually
modernizing their visual image in terms of logo, design, and collaterals.

Such efforts do not normally entail a change in brand values so that the heart of
the brand remains the same what it stands for, r its personality.

Unfortunately, many companies do not realize this fallacy, as they are sometimes
led to believe by agencies and consultancy companies that visual changes will
change the brand image. But changes to logos, signage, and even outlet design do
not always change consumer perceptions of quality, service, and the intangible
associations that come to the fore when the brand name is seen or heard.

In total TSE and Wilton (1988) has given some detail in their definition for
customer satisfaction as:-
“The consumer’s response to the evaluation of the perceived discrepancy between
prior expectations (or some norm of performance) and the actual performance of
the product as perceived after its consumption”.

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1.2 Industry Profile
Bharti Airtel
Type: Public, Listed on BSE and NSE
Founded: 1985
Headquarters: New Delhi, India
Key people: Sunil Bharti Mittal (Chairman and CEO)
Industry: Telecommunication
Products: Mobile Network, Wireless, Landline, Broadband, Satellite Television
Revenue: $13,319 Billion
Profit: $ 3,983billion (2010)
Total assets: $15.527 billion (2010)
Total equity: $9.491 billion (2010)
Employees: 24,501 (December 2010)
Parent: Bharti Enterprises (63.45%)
SingTel (32.15%)
Vodafone (4.4%)
Website: www.airtel.in

The telecom industry is one of the fastest growing industries in India. India has
nearly 200 million telephone lines making it the third largest network in the world
after China and USA. With a growth rate of 45%, Indian telecom industry has the
highest growth rate in the world.

History of Indian Telecommunications started in 1851 when the first operational

land lines were laid by the government near Calcutta (seat of British power).
Telephone services were introduced in India in 1881. In 1883 telephone services
were merged with the postal system. Indian Radio Telegraph Company (IRT) was
formed in 1923. After independence in 1947, all the foreign telecommunication
companies were nationalized to form the Posts, Telephone and Telegraph (PTT),
a monopoly run by the government's Ministry of Communications. Telecom
sector was considered as a strategic service and the government considered it best
to bring under state's control.

The first wind of reforms in telecommunications sector began to flow in 1980s

9
when the private sector was allowed in telecommunications equipment
manufacturing. In 1985, Department of Telecommunications (DOT) was
established. It was an exclusive provider of domestic and long-distance service
that would be its own regulator (separate from the postal system).

In 1986, two wholly government-owned companies were created: the Videsh

Sanchar Nigam Limited (VSNL) for International telecommunications and
Mahanagar Telephone Nigam Limited (MTNL) for service in
metropolitan areas. .

In 1990s, telecommunications sector benefited from the general opening up of the

economy. Also, examples of telecom revolution in many other countries, which
resulted in better quality of service and lower tariffs, led Indian policy makers to
initiate a change process finally resulting in opening up of telecom services sector
for the private sector.

National Telecom Policy (NTP) 1994 was the first attempt to give a
comprehensive roadmap for the Indian telecommunications sector. In 1997,
Telecom Regulatory Authority of India (TRAI) was created. TRAI was formed to
act as a regulator to facilitate the growth of the telecom sector. New National
Telecom Policy was adopted in 1999 and cellular services were also launched in
the same year.

Telecommunication sector in India can be divided into two segments: Fixed

Service Provider (FSPs), and Cellular Services. Fixed line services consist of
basic services, national or domestic long distance and international long distance
services. The state operators (BSNL and MTNL), account for almost 90 per cent
of revenues from basic services. Private sector services are presently available in
selective urban areas, and collectively account for less than 5 per cent of
subscriptions. However, private services focus on the business/corporate sector,
and offer reliable, high- end services, such as leased lines, ISDN, closed user
group and videoconferencing.

Cellular services can be further divided into two categories: Global System for

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Mobile Communications (GSM) and Code Division Multiple Access (CDMA).
The GSM sector is dominated by Airtel, Vodafone-Hutch, and Idea Cellular,
while the CDMA sector is dominated by Reliance and Tata Indicom. Opening up
of international and domestic long distance telephony services are the major
growth drivers for cellular industry. Cellular operators get substantial revenue
from these services, and compensate them for reduction in tariffs on airtime,
which along with rental was the main source of revenue. The reduction in tariffs
for airtime, national long distance, international long distance, and handset prices
has driven demand.

Market Share of Public and Private Players

Both fixed line and mobile segments serve the basic needs of local calls, long
distance calls and the international calls, with the provision of broadband services
in the fixed line segment and GPRS in the mobile arena. Traditional telephones
have been replaced by the codeless and the wireless instruments. Mobile phone
providers have also come up with GPRS-enabled multimedia messaging, Internet
surfing, and mobile-commerce. The much-awaited 3G mobile technology is now
entered the Indian telecom market. The GSM, CDMA, WILL service providers
are all upgrading themselves to provide 3G mobile services.

Along with improvement in telecom services, there is also an improvement in

manufacturing. In the beginning, there were only the Siemens handsets in India
but now a whole series of new handsets, such as Nokia's latest N-series, Sony
Ericsson's W-series, Motorola's PDA phones, Apple iphone, Blackberry mobile
etc. have come up. Touch screen and advanced technological handsets are gaining
popularity. Radio services have also been incorporated in the mobile handsets,
along with other applications like high storage memory, multimedia applications,
multimedia games, MP3 Players, video generators, Camera's, etc. The value
added services provided by the mobile service operators contribute more than
10% of the total revenue.

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Organization Structure:

VISION

To be globally admired for telecom services that delight customers.

MISSION

To meet global standards for telecom services that delight customers through:

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 Customer service focus

Empowered

Innovative services

Cost efficiency

VALUES

Customer:

Be responsive towards the needs of the customers.

People:

Learning:

Community & Partners:

Trust and respect the employees.

Continuously improve services –

innovatively & expeditiously.

Be transparent and sensitive in the dealing with all stakeholders.

BUSINESS AREA

Cellular Services: Bharti has been a pioneering name in the Indian Telecom
Industry. In Delhi itself Bharti launched first mobile service under the name of
AirTel. Today AirTel’s mobile footprint extends across the country in 21 Telecom
circles. Its service standards compare with very best in the world.

Fixed Line Services: Bharti Tele-Ventures became the first private fixed-line
service provider in India. It is now promoted under the Airtel brand. Recently, the
Government opened the fixed-line industry to unlimited competition. Airtel has

13
subsequently started providing fixed-line services in the six states ie- 5 circles of
NCR, Haryana, Madhya Pradesh, chattisgadh, Karnataka & Tamil Nadu.

Internet & Broad Band: AirTel Enterprise services bring comprehensive

suits of data technology. It provides DSL Services over optical fibers with
dedicated line. So it is 5 times faster than Analogue Connection. It is most
preferred high-speed internet service (over 2,50,000 subscriber nation wide).
National long distance Service: To provide National Long Distance(NLD)

Services, Bharti has laid 25,000 km of optical fibre with presence in 200 cities. It
is also interconnected with all leading cellular operators, fixed line service
providers.
International long distance Service: To provide this service across Asia
Pacific region it has laid i2i submarine cable network along 3,200 km and the
landing stations are Singapore and Chennai.

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PRODUCTS & SERVICES OFFERED WITH AIRTEL
LANDLINE & BROAD BAND

(1) ISDN: Integrated Service Digital Network (ISDN) is a standard, all-

digital access technology that allows simultaneous, integrated voice and data
capabilities over ordinary telephone lines.
An ISDN PRI is configured with 30 bi-directional B (Bearer) channels and one D
(Data) channel. It allocates all signaling and call control requirements to the D
channel, leaving the 30 B channels free for any mix of voice and circuit switched
data.
ISDN BRI is suitable for both residential and commercial purpose, configured
with 2 bi-directional B channels and 1 D channel.

(2) BROADBAND: With the speed of 512 Kbps AirTel Broadband is

approximately 5 times faster than an analogue connection. Larger data
application, faster file transfer, streaming multimedia and heavy duty surfing
everything we can imagine is now easily possible with this facility. Superior
server technology and a dedicated port provide total security to data, both stored
and in transit. Bharti also provide round the clock Customer Support.

(3) WiFi: Now we can access the Internet facility wirelessly with WiFi.
We

can use net anywhere we need it, what only we have to do just login into
corporate LAN from anywhere in the premises. We don’t need to stick to our
workstation for using the Internet facility. There is no need to load DSL driver on
PC or laptop, just connect the PC or laptop to Ethernet port or over WiFi, and we
can start surfing.
(4) Centrex: Airtel Centrex is also called a virtual EPABX for offices, at
various locations. Its intercom calling facility (between Centrex lines) lets us call
our colleagues in other branches for free. The Centrex is part of Airtel’s robust
high-tech switching system, which assures high reliability and security. SOME
OTHER SERVICES:
(1) Group Pulsing

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(2) Roaming on Landline

(3) Voice Mail Service

(4) Hunting Service
(5) 3-Party Conferencing
(6) Audio Conference
(7) Remote Video Surveillance over the Internet

COMPETITORS IN THE MARKET

Now days in the market each and every company has to face a stiff competition
for its survival. AirTel, which is the strongest brand among the private service
provider in the Indian Telecom Industry, has been facing a tough competition by
some other telecom giants like MTNL, Reliance & Tata Indicom.

MAHANAGAR TELEPHONE NIGAM LIMITED (MTNL):

MTNL was setup in 1986 by Govt. of India to upgrade the quality of telecom
services, expand the telecom network, and introduce new services and to raise
revenue for Telecom department in the key metros like Delhi & Mumbai. It has a
strong financial base, market share of 13% and customer base more than over
4.75 million lines.
Govt. of India currently hold 56.25 % stake n the company. Services provided by
the company:
(i) Basic Services: Plain old Telephone service through digitalized

switched telephone network.

(ii) Garuda: Technically most advance and most affordable in Delhi.

Rate – 40 paise/min & Rent – 200/- per month

Pxublic Call
(iii) ISDN: For voice, Data & Video.

(iv) Internet: PSTN & ISDN dialup Internet Access.

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(v) Dolphin: GSM based cellular service

(vi) Answering machine Service, Leased Circuit & Trunk Service.

(2) RELIANCE INFOCOM:

Reliance - Anil Dhirubhai Ambani Group, an offshoot of the Reliance Group

founded by Shri Dhirubhai H. Ambani (1932-2002), ranks among India’s top

three private sector business houses in terms of net worth. Reliance – ADA
Group’s flagship company, Reliance Communications, is India's largest private
sector information and Communications Company with over 20 million
subscribers. Services provide by the company:
(1) Reliance GSM services: Reliance Infocom has launched very old GSM
services in mobility in some of the states like Bihar, Jharkhand, Orissa up, delhi
etc.

(2) Reliance India Mobile:

PAN India network and town coverage.

· 80,000 kms of optic fiber backbone.

Wireless network covering over 2,400 cities/towns, to expand to over 5,700 cities
AND 4,00,000 villages by December.

· 4,300 Base Transceiver Stations (BTSs) across the country, to increase

to around 8,500 by December.

(3) Reliance Broadband:

A flexibility to choose the speed from the range of 100 kbps to 8000 mbps.

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 Bonus bandwidth of 100, 300, 600 instead of 64, 212, 524.

Charging of net surfing is also available in per minute tariff.

TATA INDICOM:

Tata indicom is another main competitor of Airtel in the market due its strong
presence of it in the CDMA mobility, broadband and WLL fixed phone segment.

Tata Indicom fixed phone: - Tata Indicom offers almost instant phone
connections. Get Tata Indicom Landline Phone services based on the state of the
art Optical Fibre Cable-based backbone. Enjoy greater voice clarity and say
goodbye to excessive billing.

Tata Indicom Phone Connections Advantage

Superior voice clarity
Instant and hassle - free connections
Accurate billing
Secure and tamper – proof lines
Responsive and friendly service
24 x 7 friendly customer service

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THE RATIONALE OF THE STUDY

There was a time when government had a monopoly in the telecommunication

sector. But in the year 1999 deregulation in telecom sector, brought a number of
private players, which gave stiff competition in the monopoly market. Telecom
Tariff has been changed
rapidly because of this deregulation. Deregulation has opened up a new market
for telecom services. Now days in telecom sector there are three types of service
provider:

1. Fixed Landline Service Provider

2. Wireless Local Loop Service Provider
3. GSM Service Provider
4. CDMA Service Provider

To survive in this competitive market each and every company tries to provide
better service at lowest possible price to the consumer. As we know Bharti
provides services in Fixed Landline and GSM area under its brand Airtel. And
Airtel is very strong brand in the market.
By doing this project the researcher will be able to understand what is the present
perception of the consumer about Airtel landline & Broadband and what is the
exact satisfaction level of its existing customers.

THE SCOPE

As we know very well that Airtel is market leader among private sector players in
Indian Telecom Industry so, there is a huge pressure upon the company (Bharti
Tele-ventures Pvt. Limited) to retain its position in the market. BTL is facing
several challenges from its competitors mainly MTNL, Reliance & Tata Indicom.
More over the main challenge

19
is to retain the present customer base and try to increase it by providing them
better service at affordable price.

This project will help the company to know its market reputation.

As this project mainly deals with the consumer perception about Airtel and
its competitors. The organization may utilize this work to focus it customer with
greater perfection.
By using this project the organization may find some remedy, if there will
be any sort of dissatisfaction about the service amongst the customers.

20
 CHAPTER-2
RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the problem. It may be

understood has a science of studying how research is done scientifically. In it we
study the various steps that all generally adopted by a researcher in studying his
research problem along with the logic behind them.

The scope of research methodology is wider than that of research method.

MEANING OF RESEARCH

Research is defined as “A scientific & systematic search for pertinent information

on a specific topic”. Research is an art of scientific investigation. Research is a
systemized effort to gain new knowledge. It is a careful inquiry especially through
search for new facts in any branch of knowledge. The search for knowledge
through objective and systematic method of finding solution to a problem is a
research.

RESEARCH DESIGN

A research is the arrangement of the conditions for the collections and analysis of
the data in a manner that aims to combine relevance to the research purpose with
economy in procedure. In fact, the research is design is the conceptual structure
within which research is conducted; it constitutes the blue print of the collection,
measurement and analysis of the data. As search the design includes an outline of
what the researcher will do from writing the hypothesis and its operational
implication to the final analysis of data.

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RESEARCH DESIGN CAN BE CATEGORIZED AS:

TYPES OF RESEARCH
DESIGN

EXPERIMENTAL
EXPLORATORY DESCRIPTIVE
RESEARCH
RESEARCH DESIGN DIAGNOSTIC
DESIGN
RESEARCH DESIGN

The present study is exploratory in nature, as it seeks to discover ideas and insight
to bring out new relationship. Research design is flexible enough to provide
opportunity for considering different aspects of problem under study. It helps in
bringing into focus some inherent weakness in enterprise regarding which in
depth study can be conducted by management.

DATA COLLECTION

For any study there must be data for analysis purpose. Without data there is no
means of study. Data collection plays an important role in any study. It can be
collected from various sources. I have collected the data from two sources which
are given below:

1. Primary Data

 Personal Investigation

 Observation Method

 Questionaaire

 Information from correspondents

 Information from superiors of the organization

2. Secondary Data

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 Published Sources such as Journals, Newspapers and Magazines etc.

 Unpublished Sources such as Company Internal reports prepare by them

given to their analyst & trainees for investigation.

 Websites like Airtel official site, some other sites are also searched to find

data.

Sample Size :-

Questionnaire is filled by 100 Customers of AIRTEL INDORE.

The questionnaire was filled in the office and vital information was collected

which was then subjects to:-

 A pilot survey was conducted before finalizing the questionnaire.

 Data collection was also done with the help of personal observation.

 After completion of survey the data was analyzed and conclusion was

drawn.

 At the end all information was compiled to complete the project report.

OBJECTIVE OF THE STUDY

Any researcher must be very clear about the objective of his study or
research.

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MAIN OBJECTIVE:
To find out whether the existing users of Airtel are satisfied? And which factors
play important role to satisfy customers.

SPECIFIC OBJECTIVE:

 To obtain the desired result researcher needed to know:

 How many customers use the broadband services of Airtel ?

 What is the brand image of Airtel in consumers mind?

 Which features of Airtel do customers like most?

 What are the expectations of consumers from Airtel?

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 CHAPTER-3
DATA ANALYSIS OBSERVATION AND
INTERPRETATION

DATA OBSERVATION
Q.1 Market Segment Statistics
Cumulative
Frequency Percent Valid Percent Percent
Valid Commercial 43 26.5 26.5 26.5
Residential 119 73.5 73.5 100.0
Total 162 100.0 100.0

Interpretation:
Here we can see the distribution of Airtel in residential (73.5%) and commercial
(26.5%) segment. But it has been also experienced that the penetration of Airtel in
commercial area is much higher than residential i.e. approximately 43% in
commercial segment.

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Q.2 Do you think brand image of Airtel is stronger than others

Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 155 95.7 95.7 95.7
No 7 4.3 4.3 100.0
Total 162 100.0 100.0

Interpretation:

When users were asked about the Brand image of Airtel, 96% said its image is
strong and 4% said it is not. By applying on the variable to check whether it really
depict the population or not, researcher found the significance level .000, which is
less than .005. Hence it did not occur by chance the data is significantly
important.

26
Q.3 Table showing the opinion on signalling at their area

Frequency Percentage (%)

Good signal 41 84
Bad signal 9 16
Total 50 100

Chart showing the opinion on signal at their area

Interpretation:

The table shows that 84% consumers feel that signal of AIRTEL at their area is
good, remaining 16% of them feel that signal is not good.

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Q.4 Table showing the opinion on customer care services

Frequency Percentage (%)

Satisfied 34 68
Not satisfied 10 20
Never used 6 12
Total 50 100

Chart showing the opinion on customer care services

Interpretation:

The table shows that 68% of the customers are satisfied with the customer care services, where as
20% are not satisfied and the remaining 12% doesn’t use customer care services

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Q.5 Table showing whether customers use INTERNET services

Frequency Percentage (%)

Using 26 65
Not using 14 35
Total 50 100

Chart showing whether they are using INTERNET services

Interpretation:

The table shows that 65% of the customers use internet remaining 35% don’t use internet
services

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Q.6 Table showing which service do you use of Airtel

· Mobile service
· Internet
· DTH
· Other

Usage Users
DTH 10
Internet 25
Mobile Service 64
Others 8

70
60
50
DTH
40 Internet
30 Mobile Service
20 Others
10
0
Users

Interpretation:

It can be seen from the data represented above that most the customers use Airtel
because of its Mobile service’s rather than any other requirement as it provides
them the best service in Airtel in the

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Q.7. Table showing rating for internet speed

Frequency Percentage (%)

5 12
13 32
9 23
3 8

Total 10 25

Chart showing rating for internet speed

Interpretation:

The table shows that 12% rated 5-star, 32% rated 4-star, 23%rated 3-star,8%
using 2-star and the remaining 25%rated 1-star

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Q.8 Table showing number of times customers log into internet Per day

Frequency Percentage (%)

Once 5 12
Twice 7 18
More 14 35
Not even once 14 35
Total 50 100

Chart showing number of times customers log into internet per day

Interpretation:

The table shows that 35% of the customers are log into internet more than once per

day, 18% twice per day, 12% once per day and the remaining 35% do not use internet

services.

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 CHAPTER-4
FINDINGS

 The distribution of Airtel in residential (26%) and commercial

(74%) segment. The penetration of Airtel in commercial area is
much higher than residential i.e. approximately 43% in
commercial segment.

 The Brand image of Airtel according to customer opinion is 96%

strong.

 According to customer opinion 84% consumers feel that signal of

AIRTEL at their area is good.

 68% of the customers are satisfied with the customer care

services, where as 20% are not satisfied and the remaining 12%
doesn’t use customer care services
 65% of the customers use internet remaining 35% don’t use
internet services

 Most of the customers prefer Airtel because of its service’s are

best in the segment.


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 CHAPTER-5
CONCLUSION & RECOMENDATIONS

CONCLUSION
During this project researcher went through the working culture of the
organization, functionalities of sales team and the identification of market
potentiality apart of the data collection about the given problem. So, as a whole it
can be said organization emphasize more on teamwork, motivating the employees
and building the friendly environment.

According to the company more than 90% of the business (sales) is done through
direct marketing by their enthusiastic sales team. Since this project is all about
customer satisfaction & sales about the service so it highly depend on the way of
delivering services.

Since Airtel is the strongest service provider among private players and customers
also perceive it as a strongest brand. So it has to maintain a high customer base
with providing them complete satisfaction. Practicing a proper Customer
Relationship Management can only do it and Bharti implement it properly. So
why it is now among top names in the world.

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RECOMENDATIONS
 Since the project tries to reveal the level of customer satisfaction of Airtel
users and important factors related with it.
 Since the maximum business is done through direct marketing so there
should be proper planning and guidelines for the sales team.
 Motivation in terms of monetary and non-monetary for the sales people is
must and the responsibility of this should be on direct supervisor.
 It has been also found that there is a large no. of wrong commitments done
by sales people with the customers in the market due to the extreme
pressure of sales target, which leads to customer dissatisfaction.
Organization must check it immediately because it is harming the Brand
Image of Airtel.
 There should be a proper and efficient communication channel within the
organization both for employees as well as customers.
 They should provide much better After Sales Services, because this is a
decision making variable for the customers.
 Billing Process should be more transparent because it leads to the
reliability about Brand.

35
 BIBLIOGRAPHY

Books:

 C.R Kothari (2004): Research Methodology Methods & Techniques‟, New

Age International Publishers, New Delhi, 2nd Edition.

 Richard I. Levin, David S. Rubin (2004): „Statistics for Management‟,

Prentice Hall of India Private Limited, New Delhi, 7th Edition.

 Principles of Marketing –Philip Kotler & Kevin keller edition 12

 Market Research – D.D. Sharma

Web sites:

 www.wikipedia.com
 www.Airtelworld.com
 http://en.wikipedia.org/wiki/Bharti_Airtel
 http://www.airtel.in/
 http://managementhelp.org/customer/satisfy.htm
 http://airtelbroadband.in/wps/wcm/connect/airtel.in/airtel.in/Home
 http://www.customersatisfaction.com/
 http://www.markosweb.com/www/airtel.in/
 http://www.1000ventures.com/business_guide/crosscuttings/customer_satisfac
tion.html

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 APPENDICES
QUESTIONNAIRE

Q.1 Market Segment :-

(a) Commercial ( ) (b) Residential ( )

Q.2 Do you think brand image of airtel is stronger than others?

(a) Yes ( ) (b) No ( ) (c) Can’t Say ( )

Q.3 Is airtel’s signal at your area is good?

(a) Yes ( ) (b) No ( )

Q.4 Are you satisfied with our customer care services?

(a) Satisfied ( ) (b) Not satisfied ( ) (c) Never used ( )

Q.5 Do you use internet services?

(a) Yes ( ) (b) No ( )
Q.6 Which service you use in airtel services ?
(a) Mobile Services ( ) (b) Internet ( ) (c) DTH ( ) (d) Others ( )
Q.7 How much will you rate internet speed of airtel ?
(a) 5 star ( ) (b) 4 star ( ) (c) 3 star ( ) (d) 2 star ( ) (e) 1 star ( )
Q.8 How many times do you login internet per day ?
(a) Once ( ) (b) Twice ( ) (c) More ( ) (d) Not even once ( )

(Optional)

Name: ----------------------------------------------------------------------------
Address:--------------------------------------------------------------------------

Thanks for your co-operation.

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