A PROJECT REPORT ON

“
STUDY ON CUSTOMER PREFERENCE FOR AIRTEL DATA PACK”

In the partial fulfilment of the requirements for the

award of the degree of

BACHALOR OF BUSINESS
ADMINISTRATION

NAME:- ABHINABA DAS

REGISTRATION NO:- KNU19102002386
ROLL NO:- 1021906128007002

Under the guidance of,

Prof. Buddha Prasad Ghatak
BANWARILAL BHALOTIA COLLEGE,
ASANSOL

KAZI NAZRUL UNIVERSITY

CERTIFICATE
BONAFIDE CERTIFICATE
 DECLARATION

I affirm that the Project Report at AIRTEL STORE , Birati being submitted in
partial fulfillment for the award of BBA is the original work carried out by me. It has not
formed the part of any other project work submitted for award of any degree or diploma,
either in this or any other University.

(Signature of the Candidate)

ABHINABA DAS
KNU19102002386
 ACKNOWLEDGEMENT

It is a great pleasure for me to successfully complete my project work on “Study On

Customer Preference For Airtel Data Pack” at Airtel Store, Birati.
It is great opportunity to express my gratitude to Dr. Amitava Basu, principal of B.B.College,
Asansol and Co-Ordinator, Department of Business Administration, B.B. College, Asansol,for
their illuminating supervision, constant support, ceaseless inspiration and deep concern
throughout the course to study without which it would not be possible to undertake and
complete the project.
I am also thankful to my project Mr. Buddha Prasad Ghatak, faculty member,department of
business administration, B.B. College, Asansol for his constant supervision and support with
valuable information.
I am also grateful to the owner of the showroom and all employees of this unit.
I am also thankful to all respondents for giving me their precious time and helping to
complete this project.
I am also grateful to Mr. Gunomoy Hazra, Mr. Souvik Dutta and Mr. Partha Ghosh, and all
faculty members, department of business administration, B.B. College, Asansol.
Lastly, I would also like to thank all of them who directly or indirectly rendered help of this
project.

My best wishes are with them & the company.

Yours Thankfully,
Abhinaba Das (6th Sem)
CHART DESCRIPTION PAGE NO:
NO:
1 Chart showing the classification of gender 34
2 Chart showing the respondents on the basis of age 35
3 Chart showing the occupation of the respondents 36
4 Chart showing the usage of internet services 37
5 Chart showing the frequency of connecting to the internet 38
6 Chart showing the awareness of the data card 39
7 Chart showing the awareness of different brands in data card 40
8 Chart showing the whether the customers are up to date with the 41
current offers of the data card
9 Chart showing the type of net connection 42
10 Chart showing the connection used by the customers 44
11 Chart showing the customer came to know about the data card 46
12 Chart showing the type of advt mostly influenced in chossing 47
airtel data card
13 Chart showing the preference of the customer on the basis of 49
schemes and promotion
14 Chart showing the purpose for the customer to prefer airtel data 51
card
15 Chart showing the where the customer buy the data card 52
16 Chart showing the customer satisfaction with the customer 53
services
17 Chart showing the customer satisfaction on the performance on 54
data card
18 Chart showing the the customer spending more on net bill 56
according to the usage or not
19 Chart showing the customer recommending about airtel data 58
card to others
20 Chart showing the importance on the customer purchase 60
decision of data card
TABLE DESCRIPTION PAGE NO:
NO:
1 Table showing the classification of gender 34
2 Table showing the respondents on the basis of age 35
3 Table showing the occupation of the respondents 36
4 Table showing the usage of internet services 37
5 Table showing the frequency of connecting to the internet 38
6 Table showing the awareness of the data card 39
7 Table showing the awareness of different brands in data card 40
8 Table showing the whether the customers are up to date with the 41
current offers of the data card
9 Table showing the type of net connection 42
10 Table showing the connection used by the customers 43
11 Table showing the customer came to know about the data card 45
12 Table showing the type of advt mostly influenced in chossing airtel 47
data card
13 Table showing the preference of the customer on the basis of 48
schemes and promotion
14 Table showing the purpose for the customer to prefer airtel data 50
card
15 Table showing the where the customer buy the data card 52
16 Table showing the customer satisfaction with the customer services 53
17 Table showing the customer satisfaction on the performance on 54
data card
18 Table showing the the customer spending more on net bill 55
according to the usage or not
19 Table showing the customer recommending about airtel data card 57
to others
20 Table showing the importance on the customer purchase decision 59
of data card
CHAPTER DESCRIPTION PAGE NO:
NO:
LIST OF TABLE

LIST OF CHARTS

1 INTRODUCTION 1

1.1 ABOUT THE STUDY 1-2

1.2 INDUSTRY PROFILE 3-6

1.3 COMPANY PROFILE 7-21

2 REVIEW OF LITERATURE 22-25

3 MAIN THEME OF THE PROJECT 26

3.1 SCOPE OF THE STUDY 27

3.2 OBJECTIVE OF THE STUDY 28

3.3 LIMITATIONS OF THE STUDY 29

4 RESEARCH METHODOLOGY 30-32

5 DATA ANALYSIS AND INTERPRETATION 33-60

6 FINDINGS 61-62

7 SUGGESTIONS 63-64

8 CONCLUSION 65-66

9 BIBLIOGRAPHY 67

10 APPENDIX 68-71

TABLE OF CONTENTS
 INTRODUCTION OF THE STUDY

The project entitled “A STUDY OF CUSTOMER PREFERENCE ON AIRTEL DATA

PACK “ at BHARTI AIRTEL LIMITED, BIRATI, was undertaken with a view to have a
study on internet data card and the factors which consumers give preference while choosing a
service provider on internet data cards. This study gives an idea about the customer
perception towards the use of airtel data card.The study will also give the customer
satisfaction of the internet data card users.

Communication has been one of the most important aspects of the growth of human
society and culture. Telecommunication refers to the transmission of messages, over a
significant distance for the purpose of communication. It has evolved a long way since the
time people used visual signals such as smoke, flags or drums to convey messages. In today‟s
age telecommunication is mainly through electrical, radio and electronic channels like
television, phone, internet etc. Telecommunication can be called as the lifeline of an economy
and is crucial to any business, production process or market. It helps integrate the society and
essential for globalization and world stability.
The Indian Telecom sector is regarded as the fastest growing in the world with about
15 million subscribers being added every month. A large population, low telephony
penetration levels, and a rise in consumers' income and spending owing to strong economic
growth have helped make India the fastest-growing telecom market in the world. It is
expected that the customer base will be close to 900 million voice subscribers by 2013 and a
sizeable penetration of broadband by 2015. Indian Mobile Telecommunications is now
considered the poster boy of Reforms and the Liberalization process. Its use has filtered down
almost to the lowest strata of society and is providing significant / tangible economic and
social benefits to the common man.
The latest development in the Indian telecommunication sector is the 3G technology.
This is a time when the whole world is connected each other with the help of internet. An
ocean of the information as well as the users of the internet arises many types of facilities and
technologies are entered by the various service providers for making a comfortable and high
speed net connector.In India many companies are in market which is providing the facility for
internet connect. One of the famous companies is Reliance, Tata, Bsnl, Idea, Airtel etc. But
now the new fashion is USB net connector. It is quite comfortable to use internet every
whereon need any antenna. It can be used anywhere and get comfortable high speed for net
connecting. This is a technology which works without sim. The companies are providing
various plan pre paid and post paid.
In information technology, Universal Serial Bus (USB) is a serial bus standard to
connect devices to a host computer. USB was designed to allow many peripherals to be
connected using a single standardized interface socket and to improve plug and play
capabilities by allowing hot swapping; that is, by allowing devices to be connected and
disconnected without rebooting the computer or turning off the device. Other convenient
features include providing power to low-consumption devices, eliminating the need for an
external power supply; and allowing many devices to be used without requiring
manufacturer-specific device drivers to be installed.USB is intended to replace many varieties
of serial and parallel ports. USB can connect computer peripherals such as mice, keyboards,
PDAs, gamepads and joysticks, scanners, digital cameras, printers, personal media players,
flash drives, and external hard drives. For many of those devices, USB has become the
standard connection method. USB was designed for personal computers, but it has become
commonplace on other devices such as PDAs and video game consoles, and as a power cord
between a device and an AS adapter plugged into a wall plug for charging. The design of
USB is standardized by the USB Implementers Forum (USB-IF), an industry standards body
incorporating leading companies from the computer and electronics industries. Notable
members have included Agree (now merged with LSICorporation), Apple Inc., Hewlett-
Packard, Intel, NEC, and Microsoft.
INDUSTRY PROFILE
INDUSTRY PROFILE

The USB 1.0 specification was introduced in 1994. USB was created by the core group of
companies that consisted of Intel, Compaq, Microsoft, Digital, IBM, and Northern Telecom.
Intel produced the UHCI host controller and open software stack; Microsoft produced a USB
software stack for Windows and co-authored the OHCI host controller specification with
National Semiconductor and Compaq; Philips produced early USB Audio; and TI produced
the most widely used hub chips. USB was intended to replace the multitude of connectors at
the back of PCs, as well as to simplify software Configuration of communication devices.
The USB 2.0 specification was released in April 2000 and was standardized by the USBIF
at the end of 2001. Hewlett-Packard, Intel, Lucent (now LSI Corporation since its merger
with Lucent spinoff Agree Systems), Microsoft, NEC, and Philips jointly led the initiative to
develop a higher data transfer rate, 480 Mbit/s, than the 1.0 specification of 12 Mbit/s. The
USB 3.0 specification was released on November 17, 2008 by the USB 3.0 Promoter Group.
It has a transfer rate of up to 10 times faster than the USB 2.0 version and has been dubbed
the Super Speed USB. Equipment conforming with any version of the standard will also work
with devices designed to any previous specification
(a property known as backward compatibility).

Overview Of Indian Telecom

Indian Telecom industry is one of the fastest growing telecom markets in the World .Telecom
in real sense means transfer of information between two or more persons situated at distant
places through radio electric signals. The popular meaning of telecom always involve making
dialogue through electric signals with the help of electronic device. Now a days people have
come more accustomed to telecommunication facility in place of old postal system or any
other methods of exchange of communication. With its high population and development
potential India is having one of the fastest growing telecom networks in the world. India‟s
public sector telecom company BSNL is the 7th largest telecom company in the world .
Reliance, Vodafone, Airtel, Idea ,Virgin Mobile ,Tata indicom,Aircel,Uninor etc are other
major operators in India .The Indian telecommunications industry is one of the fastest
growing in the world and India is projected to become the second largest t elecom market
globally by 2010.India added 113.26 million new customers in 2008, the largest
globally. In April 2008,India had already overtaken the US as the second largest
wireless market. With an average 9.5 million customers added every month. The
telecom penetration is over 33.6%.This means that 1/3 Indians has a telephone
connection. 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. 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 Mobile Communications (GSM) and Code
Division Multiple Access (CDMA). The GSM sector is dominated by Airtel and Vodafone,
while the CDMA sector is dominated by Reliance and TataIndicom. 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.

In 1990s the telecom sector was opened up by the Government for private investment as a
part of Liberalization-Privatization-Globalization policy. Therefore it become necessary to
separate the Govt‟s policy of DOT on October 01,2000 and named it as Bharat Sanchar
Nigam Ltd.Many private operators such as Reliance Idia mobile, Hutch, Airtel, Idea ,Tata
indicom,BPL,Bharti etc successfully entered the high potential Indian telecom market
The mobile services were commercially launched in August 1995 in India. In present
scenario Bsnl and Mtnl are the incumbents in their respective areas of operation and continue
to enjoy the dominant service provider status in the domain of fixed line services. Reliance,
Vodafone, Airtel, Idea ,Virgin Mobile Tata indicom,Aircel,Uninor ,Tata docomo etc are other
major operators in India
COMPANIES IN TELECOM SECTOR

1) Airtel
2) BSNL
3) Vodafone
4) Reliance
Company Profile
COMPANY PROFILE

Telecom giant Bharti Airtel is the flagship company of Bharti Enterprises. The Bharti
Group, has a diverse business portfolio and has created global brands in the
telecommunication sector. Bharti has recently forayed into retail business as Bharti Retail
Pvt. Ltd. under a MoU with Wal-Mart for the cash & carry business. It has successfully
launched an international venture with EL Rothschild Group to export fresh agri products
exclusively to markets in Europe and USA and has launched Bharti AXA Life Insurance
Company Ltd under a joint venture with AXA, world leader in financial protection and
wealth management.
Airtel comes to you from Bharti Airtel Limited, India‟s largest integrat ed and the first
private telecom services provider with a footprint in all the 23 telecom circles. Bharti
Airtel since its inception has been at the forefront of technology and has steered the
course of the telecom sector in the country with its world class products and services.
The businesses at Bharti Airtel have been structured into three individual strategic business
units (SBU‟s) - Mobile Services, Airtel Telemedia Services & Enterprise Services. The
mobile business provides mobile & fixed wireless services using GSM technology across 23
telecom circles while the Airtel Telemedia Services business offers broadband & telephone
services in 95 cities. The Enterprise services provide end-to-end telecom solutions to
corporate customers and national & international long distance services to carriers. All these
services are provided under the Airtel brand

Airtel comes to you from Bharti Cellular Limited – a part of the biggest private integrated
telecom conglomerate, Bharti Enterprises. Bharti Enterprises has been at the forefront of
technology and has revolutionized telecommunications with its world class products and
services. Established in 1967, Bharti has been a pioneering force in the telecom sector with
many firsts and innovations to its credit. Bharti has many joint venture with world
leaders like singtel (Singapore telecom); Warburg pincus , USA; Telia , Sweden; Asian
infrastructure find, Mauritus ; International Finance corporation, USA and New York Life
International, USA. It provides a range of telecom services , which include cellular ,
basic,internet and recently introduced national long Distance. Bharti also manufactures and
exports telephone terminals and cordless phones. Apart from being the largest manufacturer
of telephone instruments in India , it is also the first company to export its products to the
USA. Bharti is the leading cellular service provider, with an all India footprint covering all
23telecom circles of country. Bharti has been a pioneering force in the telecom sector with
many first and innovations to its credit, ranging from being the first mobile service in
Delhi, first private basic telephone service in the country, first Indian company to provide
comprehensive telecom services outside India in Seychelles and first private sector service
provider to launch National & International Long Distance services in India. Bharti
Enterprises has successfully focused its strategy on telecom while straddling diverse of
business. From the creation of “ AIRTEL”, one of the India‟s finest brands, to becoming the
largest manufacturer and exporter of world class telecom terminals under its „Betel‟ brand ,
Bharti has created a significant position for itself in the global telecommunications sector.
Bharti Tele- ventures is today acknowledged as one of India‟s finest companies , and
its flagship brand “AIRTEL”, has over 13.2 million customers across the length and breadth
of India. Bharti tele – ventures limited , a part of Bharti Enterprises is India‟s leading
provider of telecommunications services. The businesses at Bharti tele-venture have been
structured into two main strategic business groups- the Mobility Leaders business group and
the Infotel Leaders business group. The Mobility Leaders business group provides GSM
mobile services across India in twenty-three telecom circles, while the Infotel Leaders
business group provides broadband & telephone services, long distance services and
enterprise services. All these services are provided under the “AIRTEL” brand.

OUR BRAND
Airtel was born free, a force unleashed into the market with a relentless and unwavering
determination to succeed. A spirit charged with energy, creativity and a team driven “to seize
the day” with an ambition to become the most globally admired telecom service. Airtel, in
just ten years of operations, rose to the pinnacle of achievement.
As India's leading telecommunications company Airtel brand has played the role as a
major catalyst in India's reforms, contributing to its economic resurgence. Today we touch
peoples lives with our Mobile services, Telemedia services, to connecting India's leading
1000+ corporate. We also connect Indians living in USA, UK and Canada with our call home
service.
THE VISION AND MISSION OF AIRTEL

VISION OF AIRTEL

“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

 Innovative services

 Cost efficiency

MISSION OF AIRTEL

By 2010 Airtel will be the most admired brand in India:

 Loved by more customers

 Targeted by top talent

 Benchmarked by more businesses

At Airtel always think in fresh and innovative ways about the needs of our
customers and how airtel want them to feel. airtel deliver what they promise and go out of
their way to delight the customer with a little bit more”
The MileStone Of Airtel

 First and only service to be adjusted the best mobile service

In the country.
 Consecutively for four years 1997,1998,1999,and 2000 by

Communications world and awarded the Techies Awards.

 First to launch intelligent Network services.

 First to launch pre-paid roaming service.

 First to launch full roaming services on pre-paid.

 First to launch 32kK sim cards.

 First to launch local direct dialing facility.

 First to reach the 1 million – customer mark in a single circle.

 First to successfully conduct EDGE trials.

 First to launch a dual band network on the country.

 First to deploy voice quality enhancers to improve voice quality

 Bharti Cellular Limited is also the first telecom company in the

World to receive the ISO 9001:2000 certification from British

Standards institute
BUSINESS DIVISIONS

1) Mobile Services

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

2) Corporate Services

The group focuses on delivering telecommunications services as an integrated

offering including mobile, broadband & telephone, national and international long
distance and data connectivity services to corporate, small and medium scale
enterprises

3) Broadband & Telephone Services

The group offers high speed broadband internet with a best in class network. With
Landline services in 94 cities we help you stay in touch with your friends & family
and the world.
Broadband & Internet

1) Broadband Advantage

It is powered by DSL technology which gives you blazing-fast; secure Internet acess
The internet give you the power of limitless discovery on internet – from shopping to
banking, paying bills to making new friends and not to mention endless fun & learning
for children.

2) Power Surfing

With 2Mbps speed we can feel the excitement of doing more on the internet, Shop,
Download, and exchange of heavy files and no ore disconnection in the middle of the
download

3) 24 x 7 Customer Support

The customer service is round the clock 365 days a year. The suggestion of the customer will
lead to the improvement , brickbats and even an occasional bouquet, will only help us realize
our promise!
Technology

Airtel Broadband is powered by DSL technology

1) DSL provides blazing-fast, secure Internet access and can be delivered to both homes
and to businesses
2) Digital Subscriber Line (DSL) technology provides instant Internet and network
access at speeds up to 50 times faster than a 28.8Kbps
3) With DSL Internet Service it can download graphics-heavy files, large documents,
software, photos, email attachments, and more, instantly
4) It's perfect for real-time interactive multimedia, broadcast quality video, distance
learning, and video-on demand.

Partners

The company has a strategic alliance with SingTel. The investment made by SingTel is
one of the largest investments made in the world outside Singapore, in the company.
The company‟s mobile network equipment partners include Ericsson and Nokia. In the
case of the broadband and telephone services and enterprise services (carriers), equipment
suppliers include Siemens, Nortel, Corning, among others. The Company also has an
information technology alliance with IBM for its group-wide information technology
requirements and with Nortel for call center technology requirements. The call center
operations for the mobile services have been outsourced to IBM Daksh, Hinduja TMT,
Teletech & Mphasis
Awards and Recognitions

 August 7, 2008: Bharti Airtel adjudged the 'Best Cellular Service Provider' and 'Best

Broadband Service Provider' at the 2008 V&D 100 Awards.

 July 11, 2008: Bharti Airtel Limited voted as India 's most innovative company in a

survey conducted by The Wall Street Journal . Bharti Airtel was ranked as the most
innovative in responding to customer needs in a survey conducted to determine Asia
's 200 most-admired companies.
 June 13, 2008: Sunil Bharti Mittal received U.S.-India Business Council's 'Global

Vision' Award . The prestigious award recognizes his entrepreneurial zeal and
contribution to Indian business.
 June 11, 2008: Airtel voted the 2nd Most Trusted Service Brand in the Annual

Economic Times-Brand Equity, Most Trusted Brands survey

 June 2008: Airtel wins the Platinum Trusted Brand Award in the Mobile Service

provider category in the Reader's Digest Asia Trusted Brands Survey .

 May 26, 2008: Airtel was honoured with the prestigious 'Wireless Service Provider

of the Year' award at the 2008 Frost & Sullivan Asia Pacific ICT Awards.
 April 17, 2008: Bharti Airtel had the distinction of being amongst 20 companies

worldwide and the only one in India , to be honoured with the 'Gallup Grea
Workplace Award'.
 April 8, 2008: Airtel adjudged as the 'Best Carrier India' at the Telecom Asia Award

2008 . The Telecom Asia Awards, constituted by the Telecom Asia magazine, seek to
recognize outstanding performances of companies and individuals in the Asian
telecommunication industry based on criteria such as financials, market standing,
technology and corporate governance.
Organisation Structure

As an outcome of a restructuring exercise conducted within the company; a new integrated

organizational structure has emerged; with realigned roles, responsibilities and reporting
relationships of Bharti‟s key team players. With effect from March 01, 2006, this unified
management structure of 'One Airtel' will enable continued improvement in the delivery of
the Group‟s strategic vision.
Board of Directors

The board of directors of the Company has an optimum mix of executive and nonexecutive
directors, which consists of two executive and fourteen non-executive directors.The
Chairman and Managing Director, Mr. Sunil Bharti Mittal, is an Executive Director and the
number of Independent Directors on the Board is 50% of the total board strength. The
independence of a director is determined on the basis that such director does not have any
material pecuniary relationship with the Company, its promoters or its management, which
may affect the independence of the judgment of a Director. The board members possess
requisite skills, experience and expertise required to take decisions, which are in the best
interest of the Company. The composition of the Board is as under:

1. Sunil Bharti Mittal

2. Rajan Bharti Mittal
3. Akhil Gupta
4. Rakesh Bharti Mittal
5. Chua Sock Koong
6. N. Kumar
7. Kurt Hellstrom
8. Mauro Sentinelli
9. Paul O‟Sullivan
10. Pulak Chandan Prasad
11. Bashir Abdulla Currimjee
12. Ajay Lal
13. Arun Bharat Ram
14. Manoj Kohli
 The Airtel Logo:

The Airtel logo is a strong, contemporary and confident symbol for a brand that is always
ahead of the rest. It is a specially drawn wordmark.

The Airtel Image style

It incorporates two solid, red rectangular forms whose counter form creates an open doorway.

The Airtel Typographical style

The title case lettering with its capital 'A' was deliberately chosen to reinforce the brand's
leadership position. The red dot on the letterform 'I' cues Airtel's focus on innovation..
The words 'Express Yourself' are very much part of the brand identity

The Airtel Colour Palette

The lettering is grey so that the pure black of Airtel is visually unharmed.
AIRTEL NETCONNECT

Introduction

Airtel Communication always remained technological, market leader in GSM mobile

business. Its high brand awareness, market acceptance as a technological, economical leader
in various segment of mobile business and high brand equity were compelling reason to
penetrate and develop entire value chain of the both mobile and broadband based business.

Netconnect Broadband

 Nationwide coverage will ensure Reliance Netconnect Broadband+ coverage in 62

major cities and seamless integration with High Speed 1x for National coverage.
 Please note that day/night classification of a particular session will be done on basis

of session start time i.e. If the session starts in Peak time/Day Usage (6 AM to 10
PM), it would be classified as a day session and if the session starts in Off-peak
time/Night Usage (between 10 PM to 6 AM), it would be classified as night session.
 Minimum guaranteed speed on Netconnect Broadband+ is 256 Kbps subject to

technical feasibility.

Netconnect Broadband Post-paid tariff Plans

 20 times faster internet with speed upto 3.1 mbps on move.

 Wireless broadband for laptops and Desktops.

 Seamless hi-speed network across 24000 towns

An overview of internet and wireless connectivity

Common uses of the Internet

· E-mail
· World Wide Web
· Remote Access
· Collaboration
· Streaming Media
· File Sharing
· Voice Telephony

Driving growth of internet data card

Growing businesses in all segments, necessity to access emails and corporate applications
during urgent business trips and the urge for some entertainment while on the move are some
drivers increasing the demand for data card usage. Apart from these factors, as the name of
Tata Indicom's data card, 'Plug 2 Surf', suggests, ease of use with plug and play
factor is also a driver for growth. SP Shukla, president, Personal Business, Reliance
Communications, says that faster surfing and higher download speeds, convenience of
surfing the Internet while on the move, simple to use, and affordable tariffs are among the
key reasons for the data card growth, in both the laptop and desktop segments. Wireline
broadband connections are yet to penetrate the vast semi-urban and rural parts of the country
where entrepreneurs, officials, students, etc have the need to surf the Internet for various
purposes. Though the laptop penetration in these areas has not made a significant mark,
desktop penetration is comparatively more. With data cards offering convenient access to the
Internet, a number of companies have started to tie up with service providers to avail bulk
network connections for their employees on the go and allow them to utilize their time during
business travels. Since data cards can be used with desktop also, it cuts down the office
infrastructure costs as well. With the data card segment witnessing steady growth,
affordability will go up, which, in turn, will drive growth. “As the data card growth increases,
speed evolves and prices come down, affordability will go up and more users can begin to
think of data card as an affordable solution,” says an Airtel spokesperson. And growth of
mobile telephony in India has created users with specific needs like m-commerce that require
wireless Internet, driving the wireless data card growth. Once the concept of mobile wallet
and its applications hit the market in India in the near future, the wireless data card segment is
also expected to witness an exponential growth. Apart from this, Internet charges in costly
hotels are very high. With the availability of data cards and USB modems, frequent business
travelers who stay in costly star hotels can access the Internet and corporate applications on
their laptops and avoid using the Internet facility at hotels, saving on high Internet charges.

Companies whose data cards are available in the Trivandrum Market

1 Reliance Upto 4 times faster speed than dial up SMS and voice
services
2 Airtel High speed 3G USB modem with speed up to
3.6Mbps
3 Idea High speed up to 3.6Mbps EDGE enable
4 BSNL High speed 3G USB modem wit speed up to 3.6Mbps
5 Tata Photon CDMA 1x technology with speed up to 153kbps
REVIEW OF LITERATURE
 Reviews of Literature

Airtel has been a pioneering force in the telecom sector with many firsts and innovations to
its credit, ranging from being the first mobile service in Delhi, first private basic telephone
service provider in the country, first Indian company to provide comprehensive telecom
services outside in India in Seychelles and first private sector service provider to launch
National Long Distance Services in India.

1) Surrender (2004) , undertook a research to evaluate the impact of advertising on both

the rural and urban consumers, in term of improving the sales of products, to analyze
the differences between rural and urban consumers. The study examined different
media habits of the rural and urban consumers with regard to the purchase of the
selected luxury items and also effectiveness and usefulness of advertising to the
society in general and in rural consumers

2) Chris (2003) has analyzed „Telecom advertising in print media.‟ This research
attempted to investigate why Telecom theme are used in advertisement, and the
motives that lead companies and advertisers to use sport celebrities and sport concept
in advertisements. From study it has been revealed that the appearance of sport
celebrities in advertising endorsement occurred more often in Telecom magazines
than in other magazines, because their target group is more acquainted with athletes.
The sport celebrities that dominated each printed media are related with their target
group characteristics.

3) .Ray (2007), in his article study has concluded that the most important character of
spoke character is the control over the character. The spoke character‟s appearance
can be altered according to the marketers need and objective. The spoke character has
distinct personality; it reflects on the brands and gives the brand a unique personality.
But sometime spoke character become so entangled with brand that removing spoke
character may lead to negative impact on the image of the brand. This is the another
factor which is impacting the advertisement.
4) Kalpana and Chinnadurai (2006) in their study titled “Promotional Strategies of
Cellular Services: A Customer Preference” analyzed that the increasing competition
and changing taste and preferences of the customer‟s all over the world are forcing
companies to change their targeting strategies. The study revealed the customer
attitude and their satisfaction towards the cellular services in Coimbatore city. It was
found that advertisement play a dominant role in influencing the customers but most
of the customers are of opinion that promotional strategies of cellular companies are
more sale oriented rather than customer oriented.

5) Sethetal (2008) , in their study titled “Managing the Customer Prefered Service
Quality for Cellular Mobile Telephone: an Empirical Investigation” analyzed that
there is relative importance of service quality attributes and showed that
responsiveness is the most importance dimension followed by reliability, customer
prefered network quality, assurance, convenience, empathy and tangibles. This would
enable the service providers to focus their resources in the areas of importance. The
research resulted in the development of a reliable and valid instrument for assessing
customer perceived service quality for cellular mobile services.

6) Kalavani (2006) in their study analyzed that majority of the respondents have given
favourable opinion towards the services but some problems exist that deserve the
attention of the service providers. They need to bridge the gap between the services
promised and services offered. The overall Customers Preference towards Data Card
services is that they are satisfied with the existing services but still they want more
services to be provided.

7) Bhatt (2008), in his study titled “A Study of Data Pack Usage Among the Post
Graduate Students” analyzed that it is important for net users, service providers,
content developers, equipment manufacturers, as well a s for parents and young people
alike that the key characteristics of Data Card technology is well understood so that
the risks associated with its potentially damaging or disruptive aspects can be
mitigated. This paper has tried to compare the usage difference by gender with respect
to the difference manufacturing and service provider companies.
8) Shankar (2006) This article examines the emergence of innovation and value
creation for
enhancing customers' experience, as a result of increasing competition in the Indian
telecom industry during the late 1990s and early 2000s. The report provides
a detailed account of the evolution of the Indian telecom industry. It traces various
developments in the industry before, during and after the liberalization of the Indian
telecom sector. It also provides information about the increasing popularity of cellular
services which led to the emergence of several private telecom operators like Bharati
Tele Ventures, Hutchison Telecom, Idea Cellular Ltd, Reliance Telecom Ltd, et c.

9) Batra (2006) In this “ICFAI journal of Consumer Prefrence” has discussed that
India's economic prosperity and maturity has also helped to shape the world of
advertising agencies in India, enabling the latter to reach global standards.
Advertising has become serious and big business in India, with its worth being
estimated at Rs. 13,200-crore, by those in the know. This can only mean one thing
that apart from the quality of work, the volume of the work has increased. Companies
are using different media to persuade the customer. All most all marketing and
advertising agencies in India believe in the concept of 360 degree branding. Agencies
are creating, sharing and managing stories and brand experiences in a manner that
involves and engages, rather than interrupts and alienates.
MAIN THEME OF THE PROJECT
 OBJECTIVE OF THE STUDY

PRIMARY OBJECTIVE

1) To find out the customer preference of data card on airtel

SECONDARY OBJECTIVE

1) To Study about the awareness among the customers about internet and data card
2) To Study about purchase decision behavior of the customer
 SCOPE OF THE STUDY

Scope of the study is among the mobile customers of AIRTEL as well as other private
operators in the state of Kerala as well as the mobile service providers of Kerala. The
growing competition in the global market is showing that it is becoming increasingly
important for companies to grow with the expectation of their customers and gain new
customers. Gaining knowledge about customers' behavior is substantively important which
can only be examined by analyzing the role of various factors affecting purchasing behavior
of data card among customers and processes
 LIMITATIONS OF THE STUDY

 The population sample collected may or may not a perfect representation of entire

area in state of Kerala

 The data collected for the study are qualitative being subject to the personal bias

of the respondents.
 The foremost limitation was the short span of time which is quite insufficient to

undertake an exploratory study.

 The data card of airtel is in its initial of adaptation among the customers, so it
takes time to know the actual impact it made and the factors influencing switching
among consumers of Kerala
RESEARCH METHODOLOGY
RESEARCH METHODOLOGY

„Research‟ means a scientific and systematic search for pertinent information on a specific
topic. Research is a careful investigation or inquiry especially through search for new facts in
any branch of knowledge. Research comprises defining and redefining problems,
formulating hypothesis or suggested solution; collecting, organizing and evaluating data;
making deductions and reaching conclusions; and at last carefully testing the conclusions to
determine whether they fit t he formulating hypothesis.
„Methodology‟ is defined as “the study of methods by which we gain knowledge, it deals
with cognitive processes imposed on research the problems arising from the nature of its
subject matter”.

Types of Research:-Descriptive Research

The research was descriptive in nature, researcher attempt to obtain a complete and accurate
description of situation. After analyzing the data the researcher attempts to predict the result
of action. Descriptive study is a comparative design that throws light on specifying objects
techniques of collecting the information taking out sample processing, analyzing and question
of report of finding. It must be prepared in keeping in view the objective of study and the
resources available. However it must ensure the minimization of bias and acceptation of
reliability of evidence collected.

Sampling Method: The sampling adopted for the study was non-probability sampling.
The respondents were chosen on the basis of convenience. In other words sampling procedure
adopted was non-probability convenience sampling.

Sampling design: It is a definite plan for obtaining sample from a given population. It
refers to the technique or procedure the researcher would adopt in selecting items for the
sample. It consists of selecting the study and selection of the sample. In this study,
convenience sampling design was used which purely depends on the viewpoints of
researcher.

Sample Size: The sample size for the study was determined. A sample of 120 respondents
was chosen for administering the questionnaire.

Sample Area: The area for the study was conducted in Trivandrum city
Data Collection Method:

 The primary data was collected through questionnaire. The questionnaire was framed

in such a manner to obtain correct information, graded suitably for the study.
 The Secondary data refers to the information already collected and available for

reference from sources such as Library, websites, journal books etc. Secondary data
about the company profile and other details such were collected from the company
websites and through personal discussion with t he company

Questionnaire Design:
The structured questionnaire for Customer Preferences of Airtel data card with the following
types of questionnaires open ended, closed ended, multiple choice questions...

Tools Used For Analysis

The collected data is tabulated and analyzed using
1) Percentage Analysis
2) Weighted Mean Method

1) Percentage Analysis : Percentage analysis refers to specific kind of ratio.

Percentage is used in making comparison between two or more data. Percentage

relates to the data were presented in the table along with pictorial studied.

2) Weighted Mean Method : Another tool used in this study is weighted average
method for analyzing the rating and the ranking scales. It is know that a mean is
considered to be the most represented figure for the entire mass of data. This means
for the more realistic average is calculated by considereing the weighted averagefor
the same. The weighted average mean has been ranked in this study

WEIGHTED AVERAGE=

Sum of the frequency times the column weight

Response count
ANALYSIS AND INTERPRETAION
TABLE NO: 1
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF GENDER
Serial No Gender Frequency Percentage

1 Male 62 52

2 Female 58 48

Total 120 100

Source: Survey Data

Inference:

As per the table 52% of the respondents are male and 48% of the respondents are female

CHART NO :1

GENDER OF THE RESPONDENTS

GENDER

48%
52%
Male

Female
TABLE NO :2

CLASSIFICATION OF RESPONDENTS ON THE BASIS OF AGE

Serial No Age Frequency percentage

1 15-24 49 41

2 25-34 51 42

3 35-44 14 12

4 45-54 6 5

Total 120 100

Source: Survey Data

Inference:

As per the table Almost 41% of the respondents belong to age group of 15-25, 42% of the
respondents belong to the age 25-35, 12% of the respondents are in the age group 35-45, 5%
of the consumers are in 45-55
CHART NO 2

CLASSIFICATION OF RESPONDENTS ON THE BASIS OF AGE

percentage

5%
12%
41%
15-24

25-34

35-44
42%
45-54
TABLE NO:3
OCCUPATION OF RESPONDENTS
Serial No Profession frequency Percentage

1 Student 38 32

2 GovtEmployees 8 7

3 Private Employees 49 41

4 Self employee 16 13

5 Others 9 7

Total 120 100

Source: Survey Data

Inference:

As per the table 32% of respondents are students, 7% Govt Employees, 41% Private
Employees, 13% Self employees and 7% are including in the other categories.
CHART NO :3
OCCUPATION OF RESPONDENTS

Occupation

7%
13% 32%
Student

Govt Employees

Private Employees
7%
41% Self employee

Others
TABLE NO:4
USAGE OF INTERNET SERVICES

Serial No Usage Frequency Percentage

1 Yes 110 92
2 No 10 8
Total 120 100
Source: Survey Data

Inference:

As per the table 92% of respondents use internet service and 8% of the respondants don‟t use
internet services

CHART NO : 4
WHETHER THE RESPONDETS USE THE INTERNET SERVICE OR NOT

Whether the respondents use the

Internet Services or not

92
100
e
g
a
t
n
e 50
c
r
e
P 8 Percentage
0

Yes
No

Usage Of Internet Services

TABLE NO: 5
THE FREQUENCY OF CONNECTING TO THE INTERNET

Serial No Connectivity Frequency Percentage

1 Once In a Day 17 14
2 Twice In a Week 42 35
3 Regularly 61 51
Total 120 100
Source: Survey Data

Inference:

As per the table 14% of respondents use internet service once in a day 35% of the
respondents use internet services twice in a week and 51% are regular users of the internet

CHART NO 5
THE FREQUENCY OF CONNECTING TO THE INTERNET

Percentage

14%

51% 1

35% 2

3
TABLE NO:6

THE AWARENESS OF DATAPACK

Serial No Awareness of Frequency Percentage

data pack
1 Yes 96 80
2 No 24 20
Total 120 100
Source: Survey Data

Inference:

As per the table 80% of respondents are aware about the data card and a minority of 20% are
unaware about the internet data pack

CHART NO : 6

THE AWARENESS OF DATA PACK

Awareness of data pack

20%

Yes

No
80%
TABLE NO : 7

AWARENESS OF DIFFERENT BRANDS IN DATA PACK

Serial No Brand of data card Frequency Percentage

1 AIRTEL 14 11

2 BSNL 35 29

3 RELIANCE 21 18

Total 70 58

Source: Survey Data

Inference:

As per the table it shows that and 29 % of the customer are aware of BSNL ,and 18 %
are aware of Reliance , 11% are aware of Airtel.
CHART NO : 7
AWARENESS OF DIFFERENT BRANDS IN DATA PACK

Brand of data pack

AIRTEL
BSNL

11% RELIANCE
18%
29%
TABLE NO : 8

WHETHER THE CUSTOMERS ARE UPDATE WITH THE CURRENT OFFERS

OF DATA PACK

Serial No Whether Update Frequency Percentage

with offers of
data pack
1 Yes 88 73
2 No 32 27
Total 120 100
Source: Survey Data

Inference:

As per the table 73% of the customer are Up –to – date with the currents offers of the data
card , 27 % of the customer are not up –to –date with the current offers of data card

CHART NO 8 :
WHETHER THE CUSTOMERS ARE UPDATE WITH THE CURRENT OFFERS
OF DATA PACK

Whether Update with offers of

data pack

27%

Yes
73% No
TABLE NO : 9

TYPE OF NET CONNECTION

Serial No Type of net Frequency Percentage

connection

1 Prepaid 83 69
2 Post paid 37 31
Total 120 100

Source: Survey Data

Inference:

As per the table 69 % of the customer are using prepaid connection and 37 % of the customer
are using post paid

CHART NO : 9

TYPE OF NET CONNECTION

Type of internet connection

0%

31%

Prepaid

Post paid

69%
TABLE NO 10

THE CONNECTION USED BY THE CUSTOMERS

Serial No Brand of data card Frequency Percentage

1 AIRTEL 14 11

2 BSNL 35 29

3 RELIANCE 21 18

Total 70 58

Source: Survey Data

Inference:

As per the table 29 % of the customer are using BSNL Connection , 18 % of the customer
are using Reliance Connection , 11 % of the customer are using Airtel Connection.
CHART NO :10

THE CONNECTION USED BY THE CUSTOMERS

Percentage
AIRTEL BSNL RELIANCE

11%

18%

29%
TABLE NO 11

HOW THE CUSTOMER CAME KNOW ABOUT AIRTEL DATA PACK

Serial No The source of Frequency Percentage

knowledge about
airtel data card

1 Advertisement 102 85

2 connectivity 3 3

3 schemes 6 5

4 goodwill 9 7

Total 120 100

Source: Survey Data

Inference:

As per the table 85 % of the customer came to know about through Advertisement , 3 %
came to know through connectivity , 5 % of the customer came to know through Schemes , 7
% of the customer came to know through goodwill
CHART NO :11

HOW THE CUSTOMER CAME KNOW ABOUT AIRTEL DATA PACK

Percentage

3% 7%
5%

Advertisement

connectivity

schemes

85% goodwill
TABLE NO :12

THE TYPE OF AVDT MOSTLY INFLUENCED MOSTLY IN CHOOSING AIRTEL

SERVICE PROVIDER

Serial No The source of Frequency Percentage

knowledge about airtel
data card

1 Friends &Family 13 11

2 TV Advertisement 65 54

3 Magazine&Newspaper 42 35

Total 120 100

Source: Survey Data

Inference:

As per the table 54 % came to know about knowledge of airtel data card through TV Advt ,
35 % came to know about knowledge of airtel data card through Magazine & Newspaper , 11
% came to know about knowledge of airtel data card through Friends & Family

CHART NO 12
THE TYPE OF AVDT MOSTLY INFLUENCED MOSTLY IN CHOOSING AIRTEL
SERVICE PROVIDER

The type of advertisement mostly influenced

in choosing airtel

54
e 60 35
g 40 11
a 20
t 0
n
e
c
r
e Percentage
p
TABLE NO : 13

THE PREFERENCE OF THE CUSTOMERS ON THE BASIS OF SCHEMES AND

PROMOTIONS

Serial No preferences of Frequency Percentage

customers on the
basis of schemes
and promotions

1 Free gift 5 4

2 Free usage 104 87

3 discounts 11 9

Total 120 100

Source: Survey Data

Inference:

As per the table 87 % of the customer prefer Free usage on the bases of schemes and
promotions , 9 % the customer prefer Discounts on the bases of schemes and promotions , 4
% the customer prefer Free Gift on the bases of schemes and promotions
CHART No :13

THE PREFERENCE OF THE CUSTOMERS ON THE BASIA OF SCHEMES AND

PROMOTION

The preferences of customers on the basis

of schemes and promotions

9% 4%

Free gift

Free usage

discounts
87%
TABLE NO 14

THE PURPOSE FOR CUSTOMER TO PREFER AIRTEL DATA PACK

Serial No The purpose for Frequency Percentage

customer to prefer
Airtel data card
services

1 Personal use 39 31

2 Business purpose 17 14

3 Both 65 55

Total 120 100

Source: Survey Data

Inference:

As per the table 55 % of the customer prefer airtel data card services for both personal and
business purpose , 31 % of the customer prefer airtel data card services for personal use , 14
% of the customer prefer airtel data card services for business purpose
CHART NO : 14

THE PURPOSE FOR CUSTOMER TO PREFER AIRTEL DATA PACK

The purpose for customer to prefer

Airteldata pack services
60

55
50

e
40
g
a
t
n
e
c
r 30
e 31
P

20 Percentage

10 14

0
Personal use Business purpose Both

The purpose for customer to prefer Airtel data card services

TABLE NO 15

FROM WHERE THE CUSTOMER BUY DATA PACK

Serial No the customer buy Frequency Percentage

data card from

1 Company outlets 79 66

2 Retailer 41 34

Total 120 100

Source: Survey Data

Inference:

As per the table 66 % of the customer bought from the Company Outlet , and 34 % of the
customer bought from the Retailers

CHART NO 15
FROM WHERE THE CUSTOMER BUY DATA PACK
The customer buy data pack from

66
80

e 60
g
a
34
t
n
e 40
c
r
e
P 20

0
Company outlets Retailer Percentage

customer buy data card from

TABLE NO 16

WHETHER THE CUSTOMER IS SATISFIED WITH THE AIRTEL CUSTOMER

SERVICES

Serial No customer is satisfied Frequency Percentage

with the of airtel
customer services or not
1 Yes 116 97
2 No 4 3
Total 120 100
Source: Survey Data

Inference:

As per the table 97 % of the customer are satisfied with the customer services and 3 % of
the customer are not satisfied with the customer services

CHART NO :16
WHETHER THE CUSTOMER IS SATISFIED WITH THE AIRTEL CUSTOMER
SERVICES

Whether the customer is satisfied

with the of airtel customer services
or not

3%

Yes

No

97%
TABLE NO 17

WHETHER THE CUSTOMER IS SATISFIED WITH THE PERFORMANCE OF

AIRTEL DATA PACK

Serial
Opinion Freqeuency weight total
No

Highly 50
1 10 5
satisfied

2 Satisfied 95 4 380

Neither 15
3 satisfied not 5 3
dissatisfied

4 Dissatisfied 10 2 20

Highly 0
5 0 1
dissatisfied

Total 120 465

Weighted Mean

Frequency x Weight/ Total Frequency Weighted Mean

465/120 3.87

The Weighted Mean was found to be 3.87 which show that the customers are satisfied with
the airtel data card
TABLE NO 18

WHETHER THE CUSTOMER THINK THAT THEY ARE SPENDING MORE ON

THE INTERNET BILL ACCORDING TO THE USAGE OR NOT

Serial No Whether the customer Frequency Percentage

think that they are
spending more on the
internet bill according to
the usage or not.
1 Yes 116 97
2 No 4 3
Total 120 100

Source: Survey Data

Inference:

As per the table 97 % of the customer think that they are spending more on the internet bill
according to the usage , 3 % of the customer think that they are not spending more on the
internet bill according to the usage
CHART NO 18

WHETHER THE CUSTOMER THINK THAT THEY ARE SPENDING MORE ON

THE INTERNET BILL ACCORDING TO THE USAGE OR NOT

Whether the customer think ,they are

spending more on the internet bill
according to the usage or not.
3%

Yes

No

97%
TABLE NO 19

HOW LIKELY THE CUSTOMER RECOMMEND ABOUT THE AIRTEL DATA

PACK TO OTHERS

Serial No How likely the customer Frequency Percentage

recommend about the
airtel data card to others

1 Definitely 20 17
2 Probably 65 55
3 Definitely not 25 20
4 Probably not 10 8
Total 120 100
Source: Survey Data

Inference:

As per the table 17 % of the customer will Definitely recommend about airtel data card to
others , 55 % of the customer will Probably recommend about airtel data card to others , 20 %
of the customer will Definitely Not recommend about airtel data card to others , 8 % of the
customer will Probably Not recommend about airtel data card to others
CHART NO 19

HOW LIKELY THE CUSTOMER RECOMMEND ABOUT THE AIRTEL DATA

PACK TO OTHERS

How likely the customer

recommend the airtel data pack
to others

8%
17%
Definitely
20%
Probably

Definitely not

Probably not

55%
TABLE NO 20

Rate the factors on importance they hold as the customer in purchasing decision of
airteldata pack

RANK 1 2 3 4 5 Total

FACTORS
31 30 25 20 14
Signal strength 120

Internet speed 25 27 25 18 25 120

Tariff plan 29 22 21 20 28 120

Easy handling 25 26 19 25 25 120
price 14 25 20 36 25 120
Source: Survey Data

Calculation

RANK 1 2 3 4 5 frequency

FACTORS 120 2.63

31 60 75 80 70
Signal strength

Internet speed 125 108 75 36 25 120 2.92

Tariff plan 145 88 63 40 28 120 2.96

Easy handling 125 104 57 50 25 120 2.99

price 70 100 60 72 25 120 3.29

INFERENCE:

Source: Survey Data

The above table shows the preference of factors which influence the purchasing
decisions of the customer and which the customer expects from Airtel data card. We can see
that the signal strength scores the highest rank as it has got the highest mark. The internet
connection speed gains the second position, whole third rank goes to tariff plans, easy
handling matters the customer decision and being placed in the fourth position, and Price of
data card scores the fifth rank and which least bothers the customer. Thus the data says that
the customer give prime importance to signal strength f the service provider which permits
the customer to use the internet data card anywhere he goes. Then the speed of the internet
connection matters to customers, which enables him to browse the internet and download the
required data needed for him. Then comes the Tariff plans provided by the service provider.
The customer chooses the tariff plan which includes many offers and free usages etc., and the
voice clarity of particular network. The easy handling of the internet data card is also
affecting the customer‟s decision making. The price of data card is also affects the decision
making of the customer in purchasing the internet data card.
FINDINGS
 FINDINGS

 An analysis regarding the gender of customers shows that 52 % are male and 48% are
female
 As per analysis Almost 41% of the respondents belong to age group of 15-24,
42% of the respondents belong to the age 25-34, 12% of the respondents are in the
age group 35-44, 5% of the consumers are in 45-54
 As per analysis it shows the occupants are 32% of respondents are students, 7%

Govt Employees, 41% Private Employees, 13% Self employees and 7% are including
in the other categories.
 Regarding the usage of internet services 92% of respondents use internet service and

8% of the respondents don‟t use internet services

 The analysis shows that 14% of the respondents use internet service once in a day

35% of the respondents use internet services twice in a week and 51% are regular
users of the internet
 Regarding the awareness of the data card shows 80% of respondents are aware about

the data card and a minority of 20% are unaware about the internet data card
 From among the different service providers the awareness among the respondents

shows the status 33% of respondents are aware of Idea ,and 29 % of the customer are
aware of BSNL ,and 18 % are aware of Reliance , 11% are aware of Airtel, 9% are
aware of MTS
 As concern with the up-to-date awareness of offers of data card 73% of the customer

are Up –to – date with the currents offers of the data card , 27 % of the customer are
not up –to –date with the current offers of data card
 It is found that 69% are Prepaid users and where has 31% are Post Paid users

 As per the brands of connection following shows 33 % of the customer are using Idea

Connection , 29 % of the customer are using BSNL Connection , 18 % of the

customer are using Reliance Connection , 11 % of the customer are using Airtel
Connection , 9 % of the customer are using MTS connection
 According to the analysis 85 % of the customer came to know about through
Advertisement
 Regarding the the type of advt that influence the customer about airtel data card 54 %

came to know about knowledge of airtel data card through TV Advt

 As per the analysis 87 % of the customer prefer Free usage on the bases of schemes

and promotions
 The analysis shows 55 % of the customer prefer airtel data card services for both

personal and business purpose

 As the table shows 97 % of the customer are satisfied with the customer services
 As per the graph it say that 17 % of the customer will Definitely recommend about

airtel data card to others , 55 % of the customer will Probably recommend about airtel
data card to others , 20 % of the customer will Definitely Not recommend about airtel
data card to others , 8 % of the customer will Probably Not recommend about airtel
data card to others
 SUGGESTION

 To survive in such a competitive market, knowledge about the product is a must. For

this there should be sustained efforts in making the consumer aware about the quality
and its benefits. Airtel should deliver attractive advertisements which contain
information regarding its tariff plan and other offers. Airtel has got a good tariff plan
and other offers comparing with other service providers, But the customers are
unaware about it. So effective advertisements only can serve t he purpose tariffs.
 The company should provide free usage and some discounts inorder to increase the

customer preference of the data card

 Airetl should made an efforts to make the customer service better

 Depending on the market conditions / competition from other brands, there should be

flexible pricing mechanism

 Device installation and registration on site should be easier to work so that customers

need not to give more papers at the time of purchasing a new connection
 Company should come with some good and effective plans to make the customer

satisfied.
CONCLUSION
 CONCLUSION

The study on the customer preference on AIRTEL data card is a study which was carried out
to find out the preference of customer in choosing the data card and the scope for airtel in the
data card market. The factors that affect the customer decision making in the purchase of
internet data card was also found out. The study also intended to know the awareness of
customers about the internet data card. The objective of the study is achieved by analyzing
the questionnaires filled by the customer of airtel and other private operators from
Trivandrum city

From the study it was found that the prominent factors are signal strength internet speed,
tariff plan, easy handling of the internet data card and also the price. Though the airtel has got
very good customer services and many attractive factors, it is not yet become the market
leader in the internet data card segment

From the study it was found out that the market leader in this segment is Idea, BSNL, and
Reliance. Improve the signal strength and internet speed of airtel data card and restructure the
tariff plans in order to suite the pocket of average Indian customer can make an impact in this
segment. The company should go for mass advertising and awareness drive about internet
data card of airtel. The company should take step to improve the awareness of the customer
and prospective customer regarding their products and services and to improve the quality of
data card. By considering the factors airtel can become undisputed market leader
 BIBLIOGRAPHY

BOOKS
 Kothari C R “ Research Methodology Methods & Techniques” New Age International
(P) Ltd publishers, 2005

 Kotler Philip , Principles of Marketing , Sultan Chand and Company Ltd ., New

Delhi 2002

 Kaushal, Rajeev & sinha. “Tele Communication “, Indian brand equity foundation,

Dec,2008
 .Kalwani, Banumathy, “Consumer‟s Attitude towards Cell phone Services”, 2006

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

Telephone: an Empirical Investigation”, 2008

WEB SITES

 www.airtel.co.in

 www.coai.com

 www.trai.gov.in

 The Indian Telecom Industry, Vatsal Goyal, 2007

 · Investment Surge in the Indian Telecom Space, Times Global, Issue 2, 2008
APPENDIX
1) Sex
A. Male B. Female

2) Age
A. 15-25
B. 25-35
C. 45-55
D. 55-65

3) Occupation
A. Student B. Govt Employee C. Private Employee
E. Self Employee F. Others

4) How often do you connected to net?

A. Once B. Twice C. Regularly

5) Do you use Internet Services ?

A. Yes B. No

6) What type of Net Connection do you use ?

A. USB Modem B. Broad Band

7) Are you aware of Data Card?

A. Yes B. No

8) Which of the following brands of data card you are aware of ?

A. Airtel B. BSNL C. Idea D. Reliance E. MTS

9) Are you Up To Date with the current offers of Data Card ?

A. Yes B. No
10) If USB modem what type of net connect are you using ?
A. Post Paid B. Pre Paid

11 ) Which of the following connection are you using?

A. Airtel B. Idea C. Reliance D. MTS E. BSNL

12) You came to know about Airtel data card through ?

A. Advt B. Connectivity C. Schemes D. Good will

13) Which type of advertisement mostly influencing you to choose Service Provider ?
A. Friends & Family B. TV Advt C. Magazine& Newspapers

14) What are your preferences on the basis of schemes and promotions ?
A. Free Gift B. Free Usage C. Discounts

15) For what purpose do you prefer airtel data card services ?
A. Personal Use B. Business Purpose C. Both

16) Please rate the factors on importance they hold for you in purchase decision of Airtel
Data card.(1 least important to 5 most important) ?

No Attributes/Benefits Rating
1. Price
2. Easy handling
3. Net Speed
4. Signal Strength
5. Availability in store
6. Tariff plan
7. Offer/Discounts

17) From Where did you buy the Data Pack ?

A. Company Outlets B. Retailer C. Not Using
18) Ranking of various services Providers on Data Pack on the basis of Priority?

No. Attributes
1. Airtel
2. Idea
3. BSNL
4. Reliance
5. MTS

19) Are you Satisfied with the customer services ?

A. Yes B.No

20) Are you Satisfied with Airtel Data pack ?

A. Likely B. Very Likely C. Unlikely D. Very Unlikely

21) Do you think that you are spending more on your net bill according to the usage ?
A. Yes B. No

22) How likely will you recommend about Airtel Data Pack to Others ?
A. Definitely B. Probably C. Definitely Not D. Probably Not