INDEX

Page No
Chapter-I 1-5
 Introduction
 Objectives of the Study
 Need for the Study
 Scope of the Study
 Methodology
 Limitations of the Study

Chapter-II 6-10
 Company Profile

Chapter –III 11-14

 Theoretical Framework

Chapter –IV 15-22

 Data Analysis and Interpretation.

Chapter –V 23-26
 Findings
 Suggestions
 Conclusion
 Questionnaire
 Bibliography
 CHAPTER –I
INTRODUCTION

Marketing:
Marketing is indeed an ancient art it has been practiced in one way or the other since the
days of adam and eve. Its emergency as a management discipline, however, is of relatively recent
origin. And with in this relatively short period, it has gained a great deal of importance and
stature, in fact today most management thinkers and practitioners the world over, regarding
marketing as the most important of all management function in any business.

Definition of Marketing:
“Marketing is a social and managerial process by which individuals and group obtain what
they need and want through creating, offering and exchanging products of value with others”.
-Philip Kotler

“Marketing consist of all activities which a company adopts itself to it’s environment-
creativity and profitability”.
-Roy Corey
The Marketing Concepts:
The marketing concept was born out of the awareness that marketing starts with the
determination of customer wants and ends with the satisfaction of those wants the concept puts
the consumer both at the end of the business cycle. It stipulates that any business should be
organized around the marketing function, anticipating, stimulating and meeting customer’s
requirements. The customer, not be corporation has to be the center of the business universe. A
business cannot succeed by sampling products and services that are not properly designed to
serve the needs of the customers. It proclaims, “the entire business has to be seen from the point
of view of the customer”.

1
Marketing Research:
Marketing research is a dynamic subject it has a wide coverage including marketing
studies relating to market product policies mean and methods etc. Marketing research begins
even when production is in the planning stage. It is also continuous through out the lifetime of an
enterprise. It is thus a continuous operating although here may be some adhoc projects taken up
for solving specific problems of enterprise.

Marketing research is the collection and interpretation facts that marketing to get
production Mix efficiently in to the hands of customers. Marketing research encompasses all
information pertinent to this task. It is the systematic objective and exhaustive search from and
study of facts relevant to any problem in the field of marketing.

Definition of Marketing Research:

Marketing research is the systematic problem analysis, model building and fact for the
purpose of improved, model building and fact for the purpose of improved decision making and
control in the marketing of goods and services”.
Philips kotler

“Marketing research serves two major functions, it provides information for decision making and
it develops new knowledge”.
-Robert Ferder

2
 OBJECTIVES

The main purpose and objective for this study is

 To study on customer satisfaction
 To know the signal in their area
 To know the features that attracts the customer to subscribe to Airtel cellular.
 To find out if they are satisfied and aware of the services and offers provided
 To recommend measures for improving the product

NEED FOR THE STUDY

 To Study increasing competition in ever growing market.

 To Study the easy availability of the finances and increasing population of young
executives with huge disposable incomes over the past few years has substantially
increased the sales in the communication.
 The competition among the dealers of the product as increased with each trying to
maximize their customer base.
 The study tries understand the key service parameters and reflect upon the
dysfunctional areas thus providing the dealer with an insight into the level of
consumer satisfaction and changing trends of the consumer expectation.
 This study is needed to find out the customer satisfaction towards the products and
services of Airtel and its importance to customer as well as to Airtel.
 The study of this topic will help to get the knowledge of product and services of Airtel
and also measure the satisfaction level of customer from that products and services.

SCOPE OF THE STUDY

3
 Before business can develop marketing strategies, they must understand what factors
influence buyers' behavior and how they make purchase decision to satisfy their needs
and wants.
 This study aims towards collecting information about consumers Psychology towards
Airtel and thus helping Airtel in understanding customer's nature and help in
developing strategies which will thus help them in increasing their business.
 It is done to understand what consumers consider while going for purchasing Airtel
Products. By this study we came to know how the organization retaining and
sustaining its customer.
 The main purpose of this project is to study consumers buying, behavior and develop
strategies which help Airtel in increasing their market share.
 This study is mainly focused on various factors that affect consumers buying decision.
Such as social, psychological and personal.
 This study helps to understand the satisfactory level of consumers towards the brand.
And also understanding the consumer attitudes and their buying motives by means of
company brand image.

METHODOLOGY

4
 METHODS OF DATA COLLECTION:

The Data has collected in two ways:

Primary Data:
Primary data are those, which are collected for the first time, and they are
original in character. A suitable combination of Questionnaire techniques, & discussion
with the respondents was used to collect the required Primary data. Primary data gives
higher accuracy and facts, which is very helpful for any research and its findings.

Secondary data: -
Secondary data are those, which are already collected by someone for some
purpose and are available for the present study. Secondary data was collected from the
magazines, websites and other such sources.

Sample Size: 50

LIMITATIONS

 The study is restricted only to AIRTEL, Bhimavaram- respondents. The view of their
other areas is not taken.
 Few respondents answer was collected.
 Respondents concentrated where the customers of AIRTEL only.
 Since the researcher selected 50 sample size it is not sufficient to cover opinion of
entire population.
 Time duration in conducting the research is very low.

5
 CHAPTER –II
COMPANY PROFILE

Bharti Airtel Limited also known as Airtel is an Indian

global telecommunications services company based in Delhi, India. It operates in 20
countries across South Asia and Africa. Airtel provides GSM, 3G, 4G LTE mobile services,
fixed line broadband and voice services depending upon the country of operation. Airtel had
also rolled out its VoLTE technology across all Indian telecom circles except Jammu and
Kashmir and Andaman and is likely to launch in these circles soon. It is the second largest
mobile network operator in India and the third largest mobile network operator in the
world with over 438.04 million subscribers. Airtel was named India's second most valuable
brand in the first ever Brandz ranking by Millward Brown and WPP plc.

Airtel is credited with pioneering the business strategy of outsourcing all of its
business operations except marketing, sales and finance and building the 'minutes factory'
model of low cost and high volumes. The strategy has since been adopted by several
operators. Airtel's equipment is provided and maintained by Ericsson, Huawei, and Nokia
Networks whereas IT support is provided by IBM. The transmission towers are maintained
by subsidiaries and joint venture companies of Bharti including Bharti Infratel and Indus
Towersin India. 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, which allowed Airtel to
provide low call rates of ₹1 (1.4¢ US)/minute.

Sunil Bharti Mittal is the head of Airtel. Airtel became the first Indian company to get
gold certification by CISCO.
Cellular telephony was introduced in India during the early 1990s. At that time, there
were only two major private players, Bharti (Airtel) and Essar (Essar) and both these
companies offered only post-paid services. Initially, the cellular services market registered
limited growth. Moreover, these services were mostly restricted to the metros. Other factors

6
such as lack of awareness among people, lack of infrastructural facilities, low standard of
living, and government regulations were also responsible for the slow growth of cellular
phone.

Bharti's Vision
By 2025 Airtel will be the most admired brand in India:
 Loved by more customers
 Targeted by top talent
 Benchmarked by more businesses

Bharti's Mission
To be globally admired for telecom services that delight customers.
We will meet global standards for telecom services that delight customers through:
 Customer Service Focus
 Empowered Employees
 Cost Efficiency
 Unified Messaging Solutions

Board of Directors
Name Designation
Sunil Bharti Mittal Chairman
Chua. Sock Koong Director
Manish Kejriwal Director
Kimsuka Narasimhan Director
V K Viswanathan Director
Shishir Priyadarshi Director
Gopal Vittal Managing Director & CEO
Craig Ehrlich Director
Tan Yong Choo Director
Ben Verwaayen Director
D K Mittal Director
Rakesh Bharti Mittal Non-Executive Director

SERVICES
 Mobile- Prepaid Postpaid (2G,3G,4G).
 Home Phones — Fixed Line - Fixed Wireless Phones
 Broadband & Internet
 Calling Cards
 Wireless Internet — Data Card - USB Modem
 Airtel Digital Tv (DTH).

7
SWOT ANALYSIS
SWOT analysis is a strategic planning method used to evaluate strength weaknesses,
opportunity and threats involved in a project or in Business. SWOT analysis will give us a
quick review of an organization current status. SWOT analysis for Airtel in India:

STRENGTHS
 Cost advantage
 Current leaders in quality service
 Largest distribution network
 Ability to constantly innovate
 Highly skilled workforce
 Entrepreneurial zeal
 Airtel's increased equity and market cap

WEAKNESSES
 To prove credibility
 Price pressures
 Need for Government support
 Awareness
 Sales and Marketing

OPPORTUNITIES
 To sustain passion and commitment
 Airtel's market share increasing at other service provider expense.
 Attain higher value services
 Collaborative business needs to be explored
 Vertical repeatable solutions.
 Low penetration level in rural markets.
THREATS
 Foreign investment
 Global trends moving from G.PS to W.L.L.
 Lack of global parity in telecom tariff
 Other competition

NETWORK OF AIRTEL

TELEMEDIA

8
 Under the Telemedia segment, Airtel provides broadband internet access through
DSL, internet leased lines and MPLS (multiprotocol label switching) solutions, as well
as IPTV and fixed line telephone services. Until 18 September 2004, Bharti provided fixed
line telephony and broadband services under the Touchtel brand. Bharti now provides all
telecom services including fixed line services under the common brand airtel. As of
September 2012, Airtel provides Telemedia services to 3.3 million customers in 87 cities. As
on 30 November 2012, Airtel had 1.39 million broadband subscribers.

Airtel Broadband provides broadband and IPTV services. Airtel provides both capped
as well as unlimited download plans. However, Airtel's unlimited plans are subject to free
usage policy (FUP), which reduces speed after the customer crosses a certain data usage
limit. In most of the plans, Airtel provides only 512kbit/s beyond FUP, which is lower than
the TRAI specified limit of half the subscriber's original speed. The maximum speed
available for home users under the new V-Fiber program is 100MBit/s and with DSL is
16Mbit/s.

In May 2012, Airtel Broadband and some other Indian ISPs temporarily blocked file
sharing websites such as vimeo.com, megavideo.com, and thepiratebay.se, without giving any
legal information to customers. Airtel will be launching its Voice over LTE calling service in
Mumbai and Kolkata.

In June 2011 the Economic Times reported that Telemedia Business was merged with
Mobile, DTH and Business in three separate parts respectively.

DIGITAL TELEVISION

The Digital television business provides Direct-to-Home (DTH) TV services across

India under the brand name Airtel digital TV. It started services on 9 October 2008 and had
about 7.9 million customers at the end of December 2012.

MOBILE DATA SERVICE

Services under mobile data include BlackBerry services; a web-enabled mobile email
solution working on 'push technology a USB modem that helps in getting instant access to
Internet and corporate applications; Airtel Data Card, which enables accessing the internet
anytime; Easy Mail, a platform that provides access to personal/corporate e-mails

9
independent of handset operating system; and application services that shorten the queues at
the billing section, off-load the pressure on the billing staff and bring convenience to the user.

BUSINESS

Airtel Business consists largely of six products: cloud and managed services, digital
signage, NLD/ILD connectivity (VSAT/ MPLS/ IPLC and Ethernet products), Wi-Fi dongles,
voice solutions (like toll free numbers, TracMate, and automated media reading) and
conferencing solutions (VoIP, audio, video, and web conferencing) serving Industry verticals
like BFSI, IT/ITeS, manufacturing, hospitality and government.

Airtel Business, the B2B arm of Bharti Airtel, has rolled out a first of its kind dedicated
digital platform to serve the growing connectivity, communication and collaboration
requirements of emerging businesses, including SMEs and startups. The digital platform will
offer solutions to emerging enterprises to enable ease of business and faster time to market.

ANDROID-BASED TABLET

Beetel Teletech Ltd., a unit of Bharti Enterprises Ltd., on 18 August 2011, launched
a ₹9,999 (US$140) 7-inch tablet in India based on Google Inc.'s Android operating system.
The offering is intended to capitalise on the expected demand for cheap computing devices in
the world's fastest-growing and second-largest mobile phone market.

10
 CHAPTER-III

THEORETICAL FRAME WORK

Marketing:
Marketing is indeed an ancient art it has been practiced in one way or the other since the
days of adam and eve. Its emergency as a management discipline, however, is of relatively
recent origin. And with in this relatively short period, it has gained a great deal of importance
and stature, in fact today most management thinkers and practitioners the world over,
regarding marketing as the most important of all management function in any business.

Definition of Marketing:
“Marketing is a social and managerial process by which individuals and group obtain
what they need and want through creating, offering and exchanging products of value with
others”.
-Philip Kotler

“Marketing consist of all activities which a company adopts itself to it’s environment-
creativity and profitability”.
-Roy Corey
The Marketing Concepts:
The marketing concept was born out of the awareness that marketing starts with
the determination of customer wants and ends with the satisfaction of those wants the concept
puts the consumer both at the end of the business cycle. It stipulates that any business should
be organized around the marketing function, anticipating, stimulating and meeting customer’s
requirements. The customer, not be corporation has to be the center of the business universe.
A business cannot succeed by sampling products and services that are not properly designed
to serve the needs of the customers. It proclaims, “the entire business has to be seen from the
point of view of the customer”.

Marketing Research:
Marketing research is a dynamic subject it has a wide coverage including marketing
studies relating to market product policies mean and methods etc. Marketing research begins

11
even when production is in the planning stage. It is also continuous through out the lifetime
of an enterprise. It is thus a continuous operating although here may be some adhoc projects
taken up for solving specific problems of enterprise.

Marketing research is the collection and interpretation facts that marketing to get
production Mix efficiently in to the hands of customers. Marketing research encompasses all
information pertinent to this task. It is the systematic objective and exhaustive search from
and study of facts relevant to any problem in the field of marketing.

Definition of Marketing Research:

Marketing research is the systematic problem analysi analysis, model building and
fact for the purpose of improved, model building and fact for the purpose of improved
decision making and control in the marketing of goods and services”.
Philips kotler

“Marketing research serves two major functions, it provides information for decision making
and it develops new knowledge”.
-Robert Ferder
Nature and Scope of Marketing Research:
Marketing research is of a comparatively recent origin even through it made a slow
beginning its growth in a short span has been tremendous. It has, in the course of
development sophisticated methods and methodologies in the application of statistical and
behavioral science concepts. The use of marketing research in consumer market is now
reasonably wide spread. It ascertains the position of the company in a specific industry. It
indicates the present and future trends of the industry and thus points out or the company
affairs are to be managed. It helps in the development and introduction of new products. It
offers guidance for improving the current products of the company. It helps the effective of
sales management. It can reduce the risk involved in marketing decision.

12
Elements of Marketing Research:

Marketing Segmentation:
It covers the aspects regarding size and nature of the marketing including export
marketing, dividing the consumers in forms of their age, sex and income. It covers the
economic aspects of marketing.

Sales Search:
It relates to the problem of region variations in sales, fixing sales, priorities,
Measurement of the effective of salesmen, evaluation of sales methods and incentives.

Product Research:
It relates to the analysis of the strength and weakness of existing product, product
testing and problems relating to diversification, simplification, trading up and trading down.

Packaging Research:
In essence it is part of product research. But recent development in
packaging and its combination to advertising has led to it, to occupy in independent position
of packaging. To know the impact and its response in the market has become an independent
research field.

Advertising Research:
It undertakes a study releasing to the preparation of the advertisement copy, the media
to be used and the measurement of advertising effectiveness.

Exporting Projections:
This research is intended to study the export potentials of the product.

Demand Projections:
Demand may be estimated in units or value terms and also, the overall
growth rates in key market agreement are often estimated for better sales management.

13
Supply:
Marketing research studies also similarly carries out or analysis of the supply side of
the market. It includes present supply structure. Supply structure refers to the study of how
companies operate in the market and how are sales distributed among them? Secondly study
how differentiated are the products offered market share analysis for brand positioning of
each brand, distribution channels adopted and method of selling, price charged and how they
adopted and corporate image and capabilities, in other words it tries to ascertain how the
competitors are defining their business in terms of consumer groups segments being pursued
as reflection by their marketing mix portfolios.

Business Economic Research:

Problems relating to input and output analysis, forecasting, price and profit
analysis, preparation of break even charts are the main field of this research.

Consumers can evaluate a product along several levels. Its basic characteristics are
inherent to the generic version of the product and are defined as the fundamental advantages
it can offer to a customer. Generic products can be made distinct by adding value through
extra features, such as quality or performance enhancements.
The final level of consumer perception involves augmented properties, which offer
less tangible benefits, such as customer assistance, maintenance services, training, or
appealing payment options. In terms of competition with other products and companies,
consumers greatly value these added benefits when making a purchasing decision, making it
important for manufacturers to understand the notion of a "total package" when marketing to
their customers.
Sensations can be defined as the passive process of bringing information from the
outside world into the body and to the brain. The process is passive in the sense that we do
not have to be consciously engaging in a "sensing" process. Perception can be defined as the
active process of selecting, organizing, and interpreting the information brought to the brain
by the senses.

14
 CHAPTER IV
ANALYSIS & INTERPRETATION

Analysis & Interpretation:

The responses of the customers are valued in this analysis to find the satisfaction of
the product. The percentage analysis gives the percentage of the respondent's satisfaction
with regards to the various components which drives them to buy the product.

1. Table showing the opinion on signaling at their area

Frequency Percentage(%)
Good Signal 65 81
Bad signal 15 19
Total 80 100

Apart showing the opinion on signal at their area:

Interpretation:

The above table shows that 81% consumer’s feel that signal of AIRTEL at their area is
good, remaining 19% of them feel that signal is not good.

15
2. Table showing the opinion on customer care services

Frequency Percentage (%)

Satisfied 45 56
Not Satisfied 25 31
Never Used 10 16
Total 80 100

Chart Showing the Opinion on Customer Care Services

Interpretation:

The above table shows that 56% of the customers are satisfied with the customer care
services, where as 31% are not satisfied the remaining 16% doesn’t use customer care
services.

3. Table showing occupation of different users

16
 Occupation Users Percentage
Student 33 41
Executive 22 28
Household 15 19
OTHER 10 13
Total 80 100

Chart Showing the occupation of different users

Interpretation:

Above graph shows that 41%of the students use the Airtel and least were used by
others with 13%.

4. Table showing whether customers use INTERNET services

17
 Frequency Percentage

Using 65 81

Not Using 15 18

Total 80 99

Chart Showing whether customers use INTERNET services

Interpretation:

The above table shows that 81% of the customers use internet remaining 18% Not using
internet services.

5. Table Showing which feature of AIRTEL convinced you to use Airtel

18
 Convincing Users percentage
Advertisement 26 32
Scheme 17 21
Connectivity 18 23
Goodwill 19 24
Total 80 100

Chart Showing which feature of AIRTEL convinced you to use Airtel

Interpretation:

The above table shows that the connectivity of the Airtel is its backbone and it is the main
reason that the consumers are using it and the network is still is in usage and goodwill of the
company is at risk and falling at a huge rate.

6. Table showing which service do you use of Airtel

 DTH

19
  Internet
 Mobile service
 Other

Usage Users percentage

DTH 33 41
Internet 22 28
Mobile Service 15 19
Others 10 13
Total 80 100

Chart Showing which service do you use of Airtel

Interpretation:

From above graph we conclude that 41% users DTH in airtel mobile where as least
used by others by 13%.

8. Table showing what type of Airtel service you use?

 Postpaid

20
  Prepaid

Card Users
Prepaid 55 69
Postpaid 25 31
Total 80 100

Chart Showing what type of Airtel service you use

Interpretation:

The above table shows that earlier prepaid was the favorite of consumers with 69%
but with the flow of time the time this preference has shifted towards the postpaid side
having 31%and now they are in demand as earlier only network was used for call's only and
now it provides number of facilities like internet etc.

9. Table showing number of times customers tog into internet Per day

21
 Frequency Percentage (%)
Once 33 41
Twice 22 28
More 15 19
Not Even Once 10 13
Total 80 100

Chart Showing number of times customers tog into internet Per day

Interpretation:

The above table shows that 41% of the customers are log into internet once per day,
28% twice per day, 19% more than once per day and the remaining 13% do not use internet
services.

CHAPTER- V

FINDINGS
22
This Chapter deals with the major findings of the study which are as follow

 Airtel is a very successful brand in India as it covers a wide network and is still one of
the best still in network coverage and stands one of the best network in the world and
has covers major of the population coverage.
 Business houses are the major users of Airtel as it is better than all other network's in
broadband coverage and plans are better than any.
 Airtel focuses on its customer's satisfaction but it can provide some more relaxation to
its users and provide some more incentives for its dealers so that they can be more
loyal towards the company and market it better.
 Airtel provides value added packs for its heavy users as to retain them as postpaid
connections are on the rise as compared to prepaid.

SUGGESTION

 Following are the few suggestions to AIRTEL for improving the market share and
image of the products concerned.
 Modification must be brought about in AIRTEL, in terms of quality. Its demand
should be increased and provides its consumer with value added services as to retain
them.
 In today's age the brand must focus on other areas to market it like Malls, theatre and
crowed area to get attention and market it and gather audience interest.
 Most of the respondents are satisfies with the services provided by Airtel to mobile
user steps to be taken to make customers more satisfied but many are still not aware
of phone plus facility and steps are to be taken to popularize it.
 Many of the respondents are not satisfied with the features provided to prepaid users
as compared to Landline users.

CONCLUSION

23
 Airtel is a very successful brand in India & providing customer satisfaction is to be
there main motive, Provides Internet access on the move as people are more dependent on it
in their daily lives like wide network and good 3G services.
Providing customer satisfaction is the most crucial step of the company as they are to be
satisfied and provides Internet access on the move such as Wide network and good 3G
services as they are important and technology advanced stuff required by almost everybody in
today's environment,
Airtel is a home brand and a very successful brand in India and overseas and one of the most
successful brands still to date. It possesses congestion free & wide network, unique value
added & customer services to cover one of the widest areas.
From the details it can be concluded that 70% of Airtel users preferred to remain with Airtel.
Also good number of users who were willing to switch from their respective subscribers
showed interest in Airtel. Hence, these statistics imply a bright future for the company. Also
the company is used mainly by executives who want wide coverage for their operations but
the problem of customer satisfaction still persists with the company and cause of its lacking
new customers.
Connectivity is the backbone of the company and it is still the reason why consumers use it
and the most users of the company fall in the youth category and are now using postpaid
services as they are aware of the services provided as the youth is the main target of major of
companies as the country mainly comprises of them.

24
 ANNEXURE
QUESTIONNAIRE

Name:

1. Is AIRTEL's signal at your area is good?

A) Yes B) No
2. Are you satisfied with our customer care services?
A) Satisfied B)Not satisfied C)Never used
3. Do you use Internet Services?
A) Yes B) No C) don't know that internet connection was there
4. How many times do you login to internet per day?
A)Once B)twice C)More D) Not even once
5. Maximum recharge per month
A)10-100 B)100-200 C)200-300 D)300-400 E)400-50
F)Above 500
6. Are you using any Offers?
A) Yes B) No
7. Are you satisfied with the offers
A) Satisfied B) Not satisfied C) Never used
8. What is your age?
A) 15-21 years B) 21-28 years C) 28-35 years
9. What is your occupation?
A) Student B) Household C) Professional
10. What type of Airtel service you use?
A) Postpaid B) Prepaid
11. Did you use any other network connection other than AIRTEL
A) Yes B) No
12. Do you feel AIRTEL is better than any other Connections
A) Better B) Not better
13. Suggest features you think needs improvement
A) Service B) Transparency in Billing C) Call Clarity
D) Any other (specify)
BIBLIOGRAPHY

In this project report, while finalizing and for analyzing quality problem in details the
following Books, Magazines/Journals and Web Sites have been referred. All the material
detailed below provides effective help and a guiding layout while designing this text report.

Books:

25
  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

Websites:

 www.Airtelworld.com
 http://www.airtel.in/
 www.wikipedia.org
 www.google.com

26