AIRTEL

CERTIFICATE

This   is   to   certify   that   TEAM   A   students   of   Maharshi   Dayanand  

University,Rohtak,has   prepared   academic   report   entitled   “Critical  

analysis of customer decision making process”. Under my guidance.  

He   has   fulfilled   all   requirement   leading   to   award   of   the   degree   of  

MBA(industry integrated) this report is the record of bonafide research  
undertaken  by  him  and  no  part of it has  been  submitted  to  any  other  
University or education institution for award of any other degree.

I wish her all success in life.

Faculty Guide
PROF.AJAY PATOLE

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DECLARATION

We TEAM A hereby declare that, with exception of the

suggestion and guidance from guide, Prof,Ajay Patol this
project work titled “Critical   analysis   of   customer 
behavior of AIRTEL Ltd This my own work.

This dissertation as one, which is substantially the

same as this has not been by me for any other examination
of this university or any other University.

Place :-Nagpur
Date :- __________ MR.PAVAN.L.HOLE
MR.RAHUL HEDAOO
MS VARSHAWAHANE

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ACKNOWLEGEMENT

Completing a task is never a one-man effort. It is often

the result of valuable contribution of individuals in direct
and indirect manner that helps in achieving an objective.
It is the indeed a great pleasure and movement of
immense satisfaction for me to express my profound
gratitude towards my guide Prof. AJAY PATOLE of
GURUGRAM BUSINESS SCHOOL, PARDI NAKA, NAGPUR
, I take pride to thank him for his able guidance and time to
time attention that was bestowed on me right for the
inception to the successful completion of the project
Also, my heartful thanks to all respondents and friend
who directly and indirectly helped me completing this
project report.
I am also thankful to all such people, the name of whom
haven't appeared hear but without their help this project
wouldn't have been completed

MR PAVAN HOLE

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MR.RAHUL HEDAOO
MS VARSHA WAHANE

INDEX

CHPTER NO. CONTENTS PAGE NO

1 6-11

INTRODUCTION
12

2 IMPORTANCE AND
OBJECTIVES
13

3 HYPOTHESIS

14

4 RESEARCH METHODOLOGY

DATA ANALYSIS AND 15-23

5 INTERPRETATION

24-25

6 FINDINGS AND CONCLUSION

7 LIMITATIONS 26

ANNEXTURE

BIBLIOGRAHY

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LIST OF TABLES ,GRAPHS AND DIAGRAMS

TABLE NO. TABLES PAGE

NO
1
USAGE PERIOD OF RESPONDENTS
SERVEYED

2 NETWORK SATISFACTION FOR AIRTEL

USERS
SATISFACTION FOR TARRIF CHARGED
BY AIRTEL
3

SATISFACTION FOR VARIOUS NEW

SCHEMES
4

SATISFACTION FOR CUSTOMER CARE

SERVICES
5

6 REFERENCE FOR AIRTEL

IF PROVIDED WITH BETTER OPTION TO

AIRTEL SHALL CUSTOMERS SWITCH TO
7 OTHERS ?

OVERALL RATING FOR AIRTEL

8

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CHAPTER NO 1

INTRODUCTION
ISTORY OF TELECOM INDUSTRY IN INDIA

The history of telephone services in India found its beginning when a 50-line
manual telephone exchange was commissioned in Kolkata in the year 1882 in less
than five years after Alexander Graham Bell invented the telephone. While India
became independent in the year 1947, the country had about 82,000 telephone
connections, which slowly rose up to 3.05 million by the year 1984. The telecom
sector in India was a government monopoly until the year 1994 when liberalization
was gradually unrolled. For the first time, cellular services were launched in India in
Kolkata in the year 1995.
An Overview of the Telecommunication Industry in India
Talking of telecommunications sector in India today, we can primarily identify two
segments namely Fixed Service Provider (FSPs) and Cellular Services. Some of the
essential and basic telecom services forming part of Indian telecom industry include
telephone, radio, television and Internet. Telecom industry in the country lays a
special emphasis on some of the advanced and the latest technical innovations like
GSM( Global System for Mobile Communications), CDMA(Code Division
Multiple Access), PMRTS(Public Mobile Radio Trunking Services), Fixed Line and
WLL(Wireless Local Loop ). Especially, India has a flourishing market in GSM
mobile service, while the number of subscribers is on rapid and dramatic increase.
The Indian telecommunications industry boasts as being one among the most
rapidly growing chunks on the globe. Experts around the world estimate that India
holds the promise of emerging as the second largest telecom market of the world.
Figures published by the Telecom Regulatory Authority of India (TRAI), reveal that
the number of telecom connection subscribers in India reached 562.21 million in
December 2009, marking a 3.5 percent increase over the number 543.20 million
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reported in November 2009. This figure indicates that the average teledensity
(number of telephones per 100 persons) has gone up to 47.89.
On account of a dramatic increase in the earnings from mobile and landline
connections, the telecom industry in India made revenue of US$ 8.56 billion during
the quarter ending on December 31, 2009 thereby witnessing a recovery from the
economic downturn.
Business Monitor International has stated that at present, India is adding up about 8-
10 million mobile subscribers every succeeding month. Estimates have revealed that
by June2012, almost half India’s population will be in possession of a mobile
phone. This will result in about 612 million mobile subscribers, making up a
teledensity of about 51 per cent by the year 2012.
Over and above, a study undertaken by Nokia has brought out that the
communications sector will grow as the single largest chunk of the India’s GDP
making up about 15.4 per cent by the year 2014.
Estimates made in February 2009 show that the Indian equipment market valued at
US$ 24 billion, while Nokia was glowing as the market leader reporting more than
US$ 3.4 billion revenues in 2008-09. Ericsson followed Nokia with revenue of
about US$ 2.11 billion.
The latest reports published by Evalueserve state that the availability of the 3G
spectrum has given hopes of finding about 275 million Indian subscribers using 3G-
enabled services. This will take up the number of 3G-enabled handsets to reach near
to 395 million by the end of 2013.
A Frost & Sullivan industry analyst has predicted that by the year 2012, revenues
from fixed line subscriptions in India will reach up to US$ 12.2 billion, while the
revenue from mobile connections will reach up to US$ 39.8 billion.
In a significant step taken to boost up the auction of 3G spectrum, the Indian
Government has permitted prospective bidders to call for short-term funds from the
domestic market in the country, while allowing refinancing out of external
commercial borrowings (ECBs) within a period of 12 months. Estimates show that

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the government can mop up US$ 7.53 billion from the auction of 3G spectrum to be
completed shortly. The reserve price has been fixed at US$ 753.74 million.
BSNL, the state-managed telecom operator has introduced 3G services in more than
318 cities benefitting 856,000 subscribers. BSNL has been venturing to cross more
than 400 cities in the near future eventually rolling this service across 760 cities by
September 2010. While the debate on 3G is seen continuing, TRAI has already
started consulting on the next higher level of telecom services. 4G or the fourth
generation enables downloads faster than all the earlier versions.
Today, India is the largest market in the world adding up a dramatic number of
about 20 million mobile subscriber lines every month in an average. On the other
hand, the number of landlines is found gradually decreasing. At the end of the first
quarter in 2010, we find that the overall telecom subscriber penetration has gone up
by more than 52 %. Though this might occur as a relatively low volume compared
with a number of other nations, this comes as a quantum leap noting the figures
recorded a few years back. Mumbai and Delhi (NCR) enjoy the status among a few
other metro areas around the globe boasting of more than 25 m mobile subscribers
in each of these regions. At present, The FDI cap in the telecom sector in India is 74
%. In a recent move, UK’s Vodafone Group has purchased a 52 % stake in
Hutchison Essar, the fourth largest mobile service provider in the country. Bharti
Airtel has the credit of being the first Indian operator to cross a subscriber base of
50 million.
It is predicted that mobile number portability (MNP) will be available throughout
India by the second quarter of 2010, initially in the cities of Chennai, Delhi, Kolkata
and Mumbai, the four metros of India. Also, 3G (third generation) mobile services
are found being introduced in all the major cities across the nation. The country has
auctioned three 3G spectrum slots to private bidders. However, the number of
subscribers for broadband connections is increasing at a slow pace.

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INDUSTRY PROFILE OF THE ORGANISATION

Bharti Airtel Limited

(NSENSE : BHARTIARTLBHARTIARTL , BSEBSE : 532454532454 ), commonly known as
airtel, is an Indian telecommunicationstelecommunications company that operates in 19
countries across South AsiaSouth Asia , AfricaAfrica and the Channel IslandsChannel Islands . It
operates a GSM networkGSM network in all countries, providing 2G2G or 3G3G services
depending upon the country of operation. Airtel is the fifth largest telecom operator in the
worldfifth largest telecom operator in the world with over 207.8 million subscribers across 19
countries at the end of 2010. It is the largest cellular service providerlargest cellular service
provider in IndiaIndia , with over 152.5 million subscribers at the end of 2010.[2][2] Airtel is the
3rd largest in-country mobile operator by subscriber base, behind China MobileChina Mobile and
China UnicomChina Unicom ..
Airtel also offers fixed line services and broadband services. It offers its telecom
services under the Airtel brand and is headed by Sunil Bharti MittalSunil Bharti Mittal .
Bharti Airtel is the first Indian telecom service provider to achieve this Cisco Gold Certification.
To earn Gold Certification, Bharti Airtel had to meet rigorous standards for networking
competency, service, support and customer satisfaction set forth by CiscoCisco .[3][3] The
company also provides land-line telephone services and broadband Internet access (DSL) in over
96 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 ChennaiChennai and SingaporeSingapore .
It is known for being the first mobile phone company in the world to outsource
everything except marketing and sales and finance.
Its network (base stations, microwave links, etc.) are maintained by EricssonEricsson , Nokia
Siemens NetworkNokia Siemens Network and HuaweiHuawei .,[4][4] business support by
IBMIBM and transmission towers by another company (Bharti Infratel Ltd. in India).[5][5]
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 enabled the company to provide pan-India
phone call rates of Rs. 1/minute (U$0.02/minute). Call rates have come down much further. [6][6]
During the last financial year [2009-10], Bharti has roped in a strategic partner Alcatel-
LucentAlcatel-Lucent to manage the network infrastructure for the Telemedia Business.

Airtel is the 5th largest mobile operator in the world in terms of subscriber base and
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 AIRTEL

has a commercial presence in 19 countries and the Channel IslandsChannel Islands .

Its area of operations include:

• The Indian SubcontinentIndian Subcontinent :

o Airtel Bangla , in Bangladesh

o Airtel (India) , in India

o Airtel Sri Lanka , in Sri Lanka

• Airtel Africa , which operates in 16 African countries:

o Burkina Faso , ChadChad , Democratic Republic of the CongoDemocratic Republic of

the Congo , Republic of the CongoRepublic of the Congo , GabonGabon ,
GhanaGhana , KenyaKenya , MadagascarMadagascar , MalawiMalawi , NigerNiger ,
NigeriaNigeria , SeychellesSeychelles , Sierra LeoneSierra Leone , TanzaniaTanzania ,
UgandaUganda and ZambiaZambia .

• The British Crown DependencyCrown Dependency islands of Jersey and Guernsey, under
the brand name Airtel-VodafoneAirtel-Vodafone , through an agreement with
VodafoneVodafone .

Subscriber Base
Bharti Airtel has about 207.8 million subscribers worldwide - 152.5 million in India,
50.3 million are in Africa, 3.2 million in Bangladesh and 1.8 million in Sri Lanka as
of the end of 2010. The numbers include mobile services subscribers in 19 countries
and Indian Telemedia services and Digital services subscribers
Acquisitions and Mergers
MTN
In May 2008, it emerged that Bharti Airtel was exploring the possibility of buying
the MTN GroupMTN Group , a South AfricaSouth Africa -based telecommunications company
with coverage in 21 countries in AfricaAfrica and the Middle EastMiddle East . The Financial
TimesThe Financial Times reported that Bharti was considering offering US$45 billion for a
100% stake in MTN, which would be the largest overseas acquisition ever by an Indian firm.
However, both sides emphasize the tentative nature of the talks, while The EconomistThe
Economist magazine noted, "If anything, Bharti would be marrying upmarrying up ," as MTN has
more subscribers, higher revenues and broader geographic coverage. [18][18] However, the talks

10
 AIRTEL

fell apart as MTN group tried to reverse the negotiations by making Bharti almost a subsidiary of
the new company.[19]
In May 2009, Bharti Airtel again confirmed that it is in Talks with MTN and
companies have now agreed discuss the potential transaction exclusively by July 31,
2009.[20][20] Bharti Airtel said in a statement "Bharti Airtel Ltd is pleased to announce that it
has renewed its effort for a significant partnership with MTN Group".[21]
Talks eventually ended without agreement, due to the South African government
opposition.[22]
Zain
In March 2010, Bharti struck a deal to buy the Kuwait firm's mobile operations in
15 African countries, in India's second biggest overseas acquisition after Tata Steel's
$13 billion buy of Corus in 2007. Bharti Airtel completed its $9 billion acquisition
of African operations from Kuwait's Zain, making the firm the world's No. 5
wireless carrier by subscribers.
Re branding
On 18 November 2010, Airtel re branded itself in India in the first phase of a global
re branding strategy. The company unveiled a new logo with 'air tel' written in lower
case. Designed by London-based brand agency, Brand Union, the new logo is the
letter 'a' in lowercase, with 'airtel' written in lowercase under the logo.[23][23] On
November 23, 2010, Airtel's Africa operations were re branded to 'airtel'. SriLanka followed on
November 28, 2010 and on December 20, 2010, Warid Telecom re branded to 'airtel' in
Bangladesh.

CHAPTER 2
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OBJECTIVES

➢ This study has been conducted with very small sample base of around 30
respondents in order to asses the level of satisfaction of all existing
customer base thus the main objectives of the research is
➢ To assess consumer satisfaction for airtel ltd. Since airtel has subscriber
base of more than 152 million in India,
➢ To find out what customers feel about the services offered by Airtel.ltd.
➢ To gain insight into the strategies of the airtel to retain its existing
subscriber base as well as to attract new users in current market where
MNP is threat to all telecoms operators.

CHAPTER 3
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HYPOTHESIS
While conducting this study we assumed that about 90%of the subscriber
base of the airtel is fully satisfied with the service provided by airtel.

HYPOTHESIS-MORE THAN 90% OF THE USERS ARE SATISFIED.

CHAPTER 4

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RESEARCH METHODOLOGY
The data collected for this project is prominently of primary nature.this was
collected with the help of questionnaire method and interview method . For this
study we had made selection of 30 people who are already using the airtel services
through accidental sampling. While selecting these users we had ensured that our
sample covers people from all field i.e. students,professional,business class people
etc. All the respondents were asked about 10 different questions and their responses
were recorded accordingly. We asked all these questions trough structure
questionnaire which has been enclosed at the end of the report. In this way we
collected primary data. In this study we also made use of secondary data which
we procured from company website,magazines,newspapers,blogs etc.
In this way we made use of both primary and secondary data for this research
study.

CHAPTER 5

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DATA ANALYSIS AND INTERPRETATION

USAGE PERIOD OF RESPONDENTS SERVEYED
TABLE NO 1

USAGE PERIOD(YEARS)
0 TO 1 16

1 TO 5 10

5 TO 10 4

GRAPH NO 1

This graph shows the no of usage period of airtel telecom services out of people
serveyed.

NETWORK SATISFACTION FOR AIRTEL USERS

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TABLE NO 2

NETWORK SATISFACTION
YES 25

NO 3

INDIFFERENT 2

GRAPH 2

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SATISFACTION FOR TARRIF CHARGED BY AIRTEL

TABLE3

TARIFF SATISFACTION
YES 22

NO 6

INDIFFERENT 2

GRAPH NO 3

TARIFF SATISFACTION

25
NO OF RESPONDENTS

20

15

10

0
yes no indiffernt
RESPONSE

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 AIRTEL

SATISFACTION FOR VARIOUS NEW SCHEMES

TABLE NO 4

SATISFACTION FOR NEW SCHEMES

AVERAGE 22
GOOD 6
VERY GOOD 2
OUTSTANDING 0
GRAPH NO 4

SATISFACTION FOR NEW SCHEMES

NO OF RESPONDENTS

25
20
15
10
5
0
G
D

D
E

IN
AG

D
O

AN
ER

G
Y
AV

T
R

TS
VE

U
O

RESPONSE

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SATISFACTION FOR CUSTOMER CARE SERVICES

TABLE NO 5

SATISFACTION CUSTOMER CARE SERVICES

AVERAGE 6
GOOD 14
VERY GOOD 4
OUTSTANDING 6

GRAPH NO 5

SATISFACTION FOR CUSTOMER

CARE SERVICE

16
NO OF RESPONDENTS

14
12
10
8
6
4
2
0
G
D

D
E

IN
AG

D
O

AN
ER

G
Y
AV

T
R

TS
VE

U
O

RESPONSE

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 AIRTEL

REFERENCE FOR AIRTEL

TABLE NO 6

CUSTOMER REFERENCE
VODAFONE 2
RELIANCE 3
AIRTEL 22
UNINOR 3
GRAPH NO 6

CUSTOMER REFERENCE

25
NO OF RESPONDENTS

20

15

10

0
VODAFONE RELIANCE AIRTEL UNINOR

OPERATORS

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IF PROVIDED WITH BETTER OPTION TO AIRTEL SHALL CUSTOMERS

SWITCH TO OTHERS?
TABLE NO 7

CUSTOMER PREFERENCE FOR AIRTEL

YES 22
NO 4
INDIFFERENT 4

GRAPH NO 7

CUSTOMER REFERENCE
NO OF RESPONDENTS

25
20
15
10
5
0
NT
NO
S
YE

RE
FE
F
DI
IN

RESPONSE

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 AIRTEL

OVERALL RATING FOR AIRTEL

TABLE NO 8

RESPOSES WEIGHTAGE NO OF RESPONDENTS

USAGE PERIOD 15 16

NETWORK 20 25

SATISFACTION
TARIFF 10 22

SATISFACTION
NEW SCHEMES 10 22

SATISFACTION
CUSTOMER CARE 20 14

SATISFACTION
CUSTOMER 15 22
REFERENCE FOR

AIRTEL
CUSTOMER 10 22

PREFERENCES
TOTAL 100

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WEIGHTED AVERAGE WITH THE HELP OF EXCEL

WEIGHTA NO OF
GE RESPONDE
NTS
19.88889
15 16
20 25
10 22
10 22
20 14
15 22
10 22
100

THIS TABLE SHOWS THAT AROUND 20 PEOPLE SURVEYED WERE

OVERALL SATISFIED .THIS MEANS ABOUT 66% PERCENT PEOPLEARE
SATISFIED

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CHAPTER NO 6

FINDINGS AND CONCLUSION

24
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CHAPTER NO 7

LIMITATIONS

while conducting this study we stumbled upon several problems these problems
were
LIMITED TIME: This study was conducted under time constraints as we had to
finish it within 6-7 days.
LIMITED MANPOWER: This study was conducted with only 3 people , which we
feel was really difficult to for doing this study.
LIMITED SAMPLE: Given 152mn subscriber base of airtel it was very difficult to
cover such a huge subscribers so we selected only 30 samples with accidental
sampling method.
LIMITED GEOGRAPHIC AREA: We conducted this study under limited
geographic area.

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ANNEXTURE
QUESTIONAIRE

NAME M/F AGE

OCCUPATION MOB

!) DO YOU USE MOBILE PHONES ?

a) YES b) NO

2) HOW LONG YOU HAVE BEEN USING THIS OPERATORS SERVICE ?

a) 0-1yr b)1-5yrs c)5-10yrs d)more than 10yrs

3)ARE YOU HAPPY WITH THE AIRTEL NETWORK.

a) YES b)NO d)indifferent

4 )ARE YOU HAPPY WITH THE TARRIF CHARGES OF THE COMPANY.

a) YES b)NO c)indifferent

5) YOUR SATISFACTION FOR THE NEW SCHEME LAUNCHES OF THE AIRTEL.

a) AVERAGE b)GOOD c)VERY GOOD d)OUTSTANDING

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6) YOUR SATISFACTION FOR AIRTELS CUSTOMER CARE SERVICE.

a) AVERAGE b)GOOD c)VERY GOOD d)OUTSTANDING

7) WOULD YOU REFER THIS OPERATOR TO YOUR FRIENDS AND RELATIVES?

a)YES b)NO c)indifferent

8) IF PROVIDED WITH BETTER OPTION TO AIRTEL WILL YOU SWITCH TO NEW

OPERATOR.
a)YES b)NO c)indifferent

9) YOUR OVERALL RATING FOR AIRTEL.

a)AVERAGE b)GOOD c)VERY GOOD d)OUTSTANDING

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BIBLIOGRAPHY

We feel proud to make this report with the help of all primary and secondary
data. As we already mentioned that we made use of
 QUESTIONNAIRES
 COMPANY WEBSITES
 GOOGLE
 TIMES OF INDIA NEWS PAPER

NOTE:
WHILE ANALYZING THE DATA GIVEN IN THIS STUDY WE MADE
USE OF WEIGHTEDAVERAGE METHOD WHICH WE FOUND SUITABLE
HERE TO ARRIVE AT SATISFACTORY SOLUTION.

29