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AMITY INTERNATIONAL BUSINESS SCHOOL, NOIDA 2008

SUMMER TRAINING REPORT SUBMITTED TOWARDS THE PARTIAL


FULFILLMENT OF POST GRADUATE DEGREE IN INTERNATIONAL BUSINESS

A STUDY ON CONSUMER BEHAVIOUR OF AIRTEL


BROADBAND SERVICES

SUBMITTED BY:
PADMA K. JHA
MBA-IB (2008-2010)
Roll No.: A1802008082

INDUSTRY GUIDE FACULTY GUIDE


Mr. Nitin Bassi Prof. Dinesh Khurana
Assitant Manager Senior Faculty
Bharti Airtel Ltd. A.I.B.S.

AMITY INTERNATIONAL BUSINESS SCHOOL, NOIDA


AMITY UNIVERSITY – UTTAR PRADESH
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ACKNOWLEDGEMENT

I express my sincere gratitude to my industry guide Mr. Nitin bassi


Assistant Manager of Bharti Airtel Limited, for his able guidance,
continuous support and cooperation throughout my project, without
which the present work would not have been possible.

I would also like to thank the entire team of AIRTEL for the constant
support and help in the successful completion of my project.

Also, I am thankful to my faculty guide Prof. Dinesh Khurana of my


institute, for his continued guidance and invaluable encouragement.

PADMA K. JHA

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CERTIFICATE OF ORIGIN

This is to certify that Ms. Padma Kumari, a student of Post Graduate


Degree in International Business and Marketing, Amity
International Business School, Noida has worked in the Bharti
AIRTEL Ltd., under the able guidance and supervision of Mr. Nitin
Bassi, Assistant Manager-Bharti Airtel Ltd.

The period for which he was on training was for Eight weeks, starting
from 4th May 2009 to 04th June 2009. This Summer Internship report
has the requisite standard for the partial fulfillment the Post Graduate
Degree in International Business. To the best of our knowledge no
part of this report has been reproduced from any other report and the
contents are based on original research.

Prof. Dinesh Khurana PADMA K. JHA


Senior Faculty
A.I.B.S.

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TABLE OF CONTENTS
(Research Based)
Chapter No. Subject Page No.

ACKNOWLEDGEMENT................................. 3

COLLEGE CERTIFICATE.............................. 4

Ch.# 1.0 EXECUTIVE SUMMARY................................... 8

Ch.# 2.0 Research Methodology…….................................. 11


2.1 Primary Objectives....………….............................. 12
2.2 Research Design……………….............................. 13
2.3 Sample Design……………….. .............................. 14
2.4 Scope of the Study…………….............................. 16
2.5 Limitations……………………. ............................ 18

Ch.# 3.0 Critical Review of Literature………................... 20

Ch.# 4.0 Profile ……………………....................................

4.1 Industry Profile………………............................


a. Introduction............................................................. 25
b. Brief history............................................................. 26
c. Major players .......................................................... 27

4.2 Company profile.................................................... 28


a. Introduction of Bharti Airtel................................... 29
b. Brand……………………………........................... 31
c. Strategic partnership................................................ 31
d. Organisation structure ............................................. 32
e. Awards and recognition....................... ................... 33
f. Corporate responsibility……………....................... 34
g. Employee overview................................................. 35
h. Environment, health and saftety.............................. 36
i. Community initiatives............................................. 40
j. Corporate governance........................................ 42

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k. Board of directors.............................................. 43

l) Product profile………………….......……
1. Fixed line services .................................... ……..44
2. Broadband DSL................................................ 48
3. Digital tv interactive.......................................... 54

m) Advantages of broadband.................................... 58
n) Technology……………………........................... 59
o) Airtel offers………………….............................. 60
p) Marketing orientation…………..............………….63
q) Product life cycle……… …………........................ 64

4.3 Swot Analysis......................................................... 65

Ch.# 5.0 Data…………………………………......................


5.1 Collection……………………….................. ……..73
5.2 Primary Data................................................. ……..75
5.3 Secondary Data........................................................ 76

Ch.# 6.0 Findings & Analysis…………………................... 79-86

Ch.# 7.0 Recommendations……………….......……………88

Ch.# 8.0 Bibliography………………….......……………… 91

Ch.# 9.0 Annexure…………………………….............


9.1 Questionnaire........................................................... 93
9.2 Tables…………………….................……………. 95
9.3 Graphs……………………..................……………98

Ch# 10.0 Synopsis of the project .......................................... 101

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Ch.# 11.0 Case Study..…..........................................................103

CHAPTER-1

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1.0 EXECUTIVE SUMMARY


Bharti Airtel Limited, a group company, is one of India’s leading private sector
provider of telecommunication services with over 80 million customers as of
end of October 2008, spanning Mobile services, Telemedia services and
Enterprise services. Bharti Airtel Limited has been voted as India's most
innovative company, in a survey conducted by The Wall Street Journal.

Theoretical and practical knowledge are two different but interrelated aspects,
which makes concepts clear and vision brighter and helps in facing the actual
situation. Although theory is first and foremost step, which acts as a base and
creates a picture in mind for a concept. But practical knowledge is the one,
which bridges the gap between the imagination and reality, which ultimately
gives shape to the concept.

Practical knowledge is also very important for developing thoughts and giving
shape to them. As I have done primary research, which is quite important and
helpful for:

Development of better understanding concept.


Generate morale.
SWOT analysis (Strength, Weakness, Opportunity and Threat).
Acquainted me with job performance standard.
It installs a sense of security in meeting the various challenges present in
the environment.

This type of practical work could be taken as a beginning of the process of


indoctrination into the ways of business organization and it is the first step
which would be helpful in future prospects.

Though it is not possible to have the information of all the spheres in market, in
such a very short period, but I tried to get more and more about all functions
and practices applied in practical working.

The project is based on the study of consumer trends, behaviour, preferences


and level of satisfaction in Bharti Airtel Ltd. The study was conducted in Delhi
with sample size of 100.

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This project attempts to identify and define areas related to consumer behaviour
regarding new connection services. It also attempts to develop at least first
approach to these areas, to think through policies, principles, and practices to
accomplish the new tasks and to satisfy the customer needs. By this practical
training I am able to equip the manager with the understanding, the thinking, the
knowledge, and the skills for todays and also for tomorrow’s market exigency.

The study is based on the feedback from customer in Saket and Rajouri Garden,
New Delhi. The study is revealed that in that particular area consumers are 68%
aware regarding Airtel broadband & teleservices and as per the statistical
analysis we found that out of various sales promotion techniques 38%
customers suggest that sales person is the best sales promotion technique which
attract most to the them and 33% suggest that T.V is best sales promotion
technique which attract most to them, out of 100 sample size 97% respondent
are getting broadband & teleservices and out of them 58% customers are using
(0-1) single connection and 35% are using (2-3) connection , 37% customer are
expending more then 1000 rupees per month and 28% customers are expending
less then 500 , 75% customers rate their services as good it mean they are
satisfied with services of their current service provider and not ready to switch
on any other competitor company , 47% customers go for economical services
and as per the data collected MTNL is company who is providing more
economical services rather than other competitors and if we given an option to
customer to switch on other company than 51% will go for MTNL because its
more economical and 41% for Airtel because its services

Initially I was just having the bookish knowledge about all Marketing policies,
practices and functions, but after joining this organization, I got most of the
practical knowledge. I have come to know, what actually happens in the
organizations.

The management of Marketing is a very complicated and challenging task for


those who are entrusted with successful running of an organization; and this
implies considerable knowledge of various aspects of “Marketing
management”.

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CHAPTER – 2

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2.0 RESEARCH METHODOLOGY


All business undertaking operates in the world of uncertainty. There is no unique
method of which can entirely eliminate uncertainty. Any type of organization in
the present environment need systematic supply of information coupled with tool
of analysis for making sound decision, which involves minimum risk. It is in this
context that research methodology plays a very important role.

Research is an essential and powerful tool in leading man toward progress.


Without systematic research there would have been very little progress. So, that
rightly said ,”The secret of our cultural development has been research , pushing
back the areas of ignorance by discovering new truths, which in turn, lead to
better ways of doing things and better products”.

Research design is the plan, structure and strategy of investigation conceived so


as to obtain to research problem and control variances. It is the specification of
methods and procedures for acquiring the information needed. It is overall
operational pattern or framework of the project that stipulated what information is
to be collected and from which source and by what procedure.

Research always starts with a question or a problem. Its purpose is to answer to


questions through the application of the scientific methods. It is a systematic
and intensive study directed towards a more complete knowledge of the subject
studies. Once the problem is defined properly then one can easily Chalk out the
Objectives for the research.

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2.1 RESEARCH OBJECTIVES:


The primary objectives of the study was

 The objective of the study is to understand the consumer’ pre, post,


during perception of broadband connection and consumer buying
behaviour and attitude for Bharti Airtel telemedia services.

 To Analyzing the satisfaction level of customers towards Airtel


Broadband service.

The secondary objectives of the study was

 To find out the consumer awareness and also creating an Awareness to


Airtel telemedia customers about the facilities in broadband connections
and its new products.

 To find out best sales promotional technique?

 To find out consumer top of the mind when they buy Broadband and
Telephone?

 To find out brand preference?

 To find out the demand for Airtel Broadband and Telephone?

 To find out consumer needs and expectations?

 To undergo S.W.O.T Analysis of the organisation?

 To study consumer decision-making & preferences.

 To study marketing strategies adopted by Airtel.

 To study the level of customer satisfaction in Airtel.

 To understand the needs of different consumer segments.

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 Comparative study of different Telecom companies.

2.2 RESEARCH DESIGN


Different types of research design have emerged on account of the different
perspectives from which a research study can be viewed. There are three
fundamental categories that we used frequently are given below.

TYPES OF RESEARCH DESIGN :-

EXPLORETARY RESEACH: - In the case of exploratory research, the focus


is on the discovery of ideas. An exploratory study is generally based on the
secondary data that are readily available. It does not have formal and rigid as
the researcher may have to change his focus or direction, depending on new
idea and relationships among variables. An exploratory research is in nature of a
preliminary investigation of the situation with an interview expenditure of cost
and time. Such research is characterized by its flexibility and in genuity.

DISCRIPTIVE RESEARCH: - The objective of such a study is to answer the


“who, what, when, where and how.” Of the subject under investigation,
descriptive studies are well structured and tend to be rigid
And its approach can not be changed every now and then. It is therefore,
necessary that the researcher give sufficient thought to farming research
question and deciding the types of data to be collected and procedure to be used
for this purpose.

CAUSAL RESEARCH: - A causal research investigates is cause and effect


relationship between two or more variables. The causal research design is based
on reason along well-tested line. We use inductive logic for confirming
hypothesis with the help of future evidence.

TYPE OF RESEARCH CARRIED OUT: -

In my project work I used exploratory research as per the research objective and
time & cost factor.

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2.3 SAMPLING
After the researcher has formulated the problem and developed the research
design including the questionnaire, he has to decide whether he has to collect
the data from all people comprising the population.
If the data is to be collected only from some members of the population, it is
known as Sample Survey. We followed this survey and the size of the sample
was 100.

TYPES OF SAMPLING DESIGN

The sampling designs are mainly of two types’ non-probability sample designs
and probability sample design.

RANDOM SAMPLING: -

a random sample gives every unit of population a known and non probability of
being selected. Since random sampling implies equal probability to every unit in
the population; it is necessary that the selection of the sample must be free from
human judgment.

SYSTEMATIC SAMPLING: -

In this method first a sampling fraction is calculated as N/n where N is total no.
of units in the population and “n” is the size of sample.

STRATIFIED RANDOM SAMPLING: -

A stratified random sampling is divided into mutually exclusive and mutually


exhaustive strata or sub group and then a simple random sample is selected with
in each of the strata or sub group.

CLUSTER SAMPLING: -

cluster sampling implies that instead of selecting individual units from the
population entire groups or clusters are selected random.

QUOTA SAMPLING: -

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quota sampling involves the fixation of certain quotas, which are to be fulfilled
by the interviewers, since quota sampling is not based on random selection it is
not possible to calculate estimates of standard errors for the sample result.
JUDGEMENTAL SAMPLING: -

The main characteristic of Judgment sampling is that units or elements in the


population are purposively selected. It is because of this that judgment samples
are also called as Purposive samples.
It may be noted that when a small sample of few units is to be selected, a
judgment sample may be more suitable as the errors of judgment are likely to be
less than the random errors of a probability sample. This is the reason for
selecting this method.

SAMPLE DESIGN
Area of Sample : The areas covered up in this survey was Saket and Rajouri

Garden.

Selection of units under study : Sampling Units from Saket and Rajouri

Garden were consumers of broadband connection.

Source list (Sampling Frame) : CUSTOMERS: 100

Sample size: 100

Sampling Procedure: The data was collected by Judgmental sampling which

is considered to be a non probability sampling.

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2.4 SCOPE OF STUDY


The research is a systematic investigation of any idea. The research is widely

used in the business world for analyzing & evaluation business policy as well as

the analyzing & evaluates competitor’s activity and policy. The research is itself

valuable. The research gives fact and figure, which is useful in planning.

As it is obvious any business activity is based on to the 4 P’s of marketing viz.


price, product, promotion, place all these P’s have it’s own importance and all
are inter-related with each other but most importantly all the factor are
independent in the nature. In any organization all factors are carefully
formulated to gain a success in the market. It is very important for business
analyst to evaluate the modern trend and market position. In the other hand it is
vital for business operation to know the need and desire of customer. All the
necessary information is received from market by research work.

The study reveals many facts that have come up during my project and these
facts can either be used as opportunities in exploring and expanding the
business as well as can be used as safeguards against threats by the
competitions. To prepare an effective marketing strategy a company must study
it’s competitors as well as its actual and potential customer. A company should
maintain good relation with their customers keeping in view competitive

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orientation in today’s global market. Company should neither put much


emphasis on competitors positioning nor should it solely concentrate on its own
products and policy. Rather it should find midway between these two extremes
and adopt flexible policy. Companies should manage a good balance between
consumer & competitors monitoring. The information will prove beneficial in
taking proactive action for combating competition.

Also aims at finding out the market share in term of their sale, consumer
loyalty, and best sales promotion technique to increase the market share of the
company. This information is good guide to management as it brings out the
strength of the competition their product penetration, product demand their
promotion policy, which gives an overview where the company needs to
improve. This study basically aimed at providing the management desired vital
information about the market situation. It can be useful to understand the
consumer perception which is very vital for product mix as well as promotion
mix.

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


depends on its ability to be dynamic and be different from the competition to be
unique in the industry. Customer Satisfaction helps every organization to keep
the existing customer and to build new customer.

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


increase the network and improve company-customer relations. The information
gathered through this research can be used by the company to improve its
services and became more customers friendly. This can increase the goodwill of
the company and its overall performance.

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Thus this study is aimed to provide the management with some knowledge
about its status in market both in terms of sales and customer awareness. The
research also aims to provide some ideas to improve the company’s present
condition.

2.5 LIMITATION OF THE STUDY


Although all efforts were taken to make the result of survey as accurate as
possible the survey had the following constraints:

 Customers were not willing to give answers of the questions due to their

busy schedules.

 Few customers were not cooperating during the project survey. It was
quite difficult to collect necessary data.

 Due to the time constraint and other imperative workload during the
training period it could not be made possible to explore more areas of
concern pertaining to project study.

 The survey was carried out in some parts of Saket and Rajouri Garden

hence it doesn’t reflect the entire market scenario DEL and DSL.

 This study is based on the prevailing customer’s satisfaction. But the

customer’s satisfaction may change according to time, fashion,


technology, development, etc.

 As per the population of the study is huge, the researcher has taken only

100 sample respondents .

 Method of data collection was through personal interview and therefore


bias becomes a major limitation.
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 Owing to their pre occupation some customers were unable to answer the
complete questionnaire.
 Majority of the customer were too aggressive in nature.

CHAPTER-3

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3.0 CRITICAL REVIEW OF


LITERATURE
Consumer Behaviour: a Literature Review
In order to develop a framework for the study consumer behaviour it is helpful
to begin by considering the evolution of the field of consumer research and the
different paradigms of thought that have influenced the discipline. As described
here, a set of dimensions can be identified in the literature, which can be used to
characterize and differentiate the various perspectives on consumer research.

It is argued that consumer behaviour itself emerged as a distinct field of study


during the 1960s; and is characterized by two broad paradigms, the positivist
and the non-positivist. The positivist paradigm encompasses the economic,
behavioural, cognitive, motivational/trait/attitudinal, and situational
perspectives; these perspectives are referred to as the traditional perspectives as
they pre-date the development of the non-positivist paradigm. The positivist
paradigm, which is still the dominant paradigm, emphasizes the supremacy of
human reason and that there is a single, objective truth that can be discovered
by science. This paradigm regards the world as a rational and ordered place with
a clearly defined past, present, and future. The assumption of rationalism is
therefore fundamental to the traditional perspective.

The opposing, non-positivist paradigm, envelops the interpretive and


postmodern perspectives, which have emerged more recently during the period
post-1980 to date. The proponents of this emerging perspective argue that
positivism overemphasizes the rational view and the ideology of a homogenous
social culture and thereby denies the complex social and cultural world in which
consumers live. This paradigm instead stresses, the importance of symbolic and
subjective experience and the idea that consumers construct meanings based on
unique and shared cultural experiences, and thus there can be no single unified
world view.

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Unsurprisingly, the two paradigms differ in their views on the benefits derived
from consumption and the objectives that underscore consumer research. The
traditional, positivist perspective takes a very utilitarian approach to the benefits
from consumption. While the non-positivist perspectives place much greater
emphasis on the symbolic dimensions of choice. The objective of non-positivist
research endeavour is to achieve a better understanding of consumer behaviour
with no specific intent to influence consumer processes. Conversely, outcomes
of positivist research are directed toward advancing the goals of marketing
practice
Consumer behaviour theories

The term consumer behaviour may be defined as the behaviour that


consumer displays in searching for purchasing, using, evaluating, producing,
services and ideas which they expect will satisfy their needs. In other words, “It
is a study of physiological, social, physical, behaviours of all potential customer
as they become aware of evaluation, purchase and consumption and tell other
about products and services”.

Consumer perception and consumer behavior

According to Rice (1993), perception is the initiator of behaviour. It can also be


seen as a process of information extraction. Perception is the process by which
an individual selects, organizes, and interprets information inputs to create a
meaningful picture (Kotler, 2000). Different people tend to perceive quite
differently even when they are exposed to the same reality. A set of factors, e.g.
individual responses, determine an individual’s perception process and lead to
individual differences. The most important is that people’s perceptions are often
more important than the reality in marketing (Kotler, 2000).

The study of customer behaviour provides a sound basis for identifying and
understanding the factors that influence consumers purchase on line. Schiffman
and Kanuk (2000) state that the behaviour that consumers display in searching,
purchasing, and evaluating products/services is those that they expect to fulfil
their needs. Although perception and behaviour are typically treated as two
completely separate phenomena, i.e. the input and output respectively, it has
been suggested that perception and behaviour are in fact two sides of the same
phenomenon and are closely related to each other (Rice, 1993). In order to

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understand what customer perceive and how they act to affect their perceptions,
study of perception and behaviour should be treated as one integral part.

Consumer decision process

At present, the consumer decision process model has been well accepted. This
model of purchase as decision process is explained in more detail by Thorelli et
al. (1975). Thorelli’s decision model illustrates the type and shows there are a
series of semi-discrete steps which take place over time for the buyers and
purchasers.

Predispositions (Before Purchase)

According to Thorelli et al (1975), the prospective buyer possesses a certain


stock of cognitive content, including his own personality or self-concept,
attitudes and opinions both in general and on specific products, and stored
information and past experience. This stock has been formed as a result of his
interaction with his environment over time, and it will help determine the
environment in which he places himself in the future as well as influence his
perceptions of that environment.

Product Need:

As a result of either cognitive activity or some environmental stimulus, the


buyer recognizes a need which is capable of being satisfied by a product or
service. In other words, the need is often triggered by internal or external
stimuli. Some authors also take this need recognition stage as the entry point.
Chaston (2001) argues that the potential consumer will not implement any of
the other steps in the buying process until need recognition has happened.

External Search:

Thorelli et al (1975) describe that this stage represents all search of the external
environment for alternative solutions as well as for information helpful in
evaluating these alternatives. The search for information occurs on an internal
and external basis (Gilbert, 1999). The internal search for information from
previous experience might be relevant to the present purchase situation. The
extent and nature of external search for information likely in any given purchase
has been the subject of a great deal of research. When searching for information
in the external environment (e.g., friends and family), consumers focus on those
relevant attributes that are available and are diagnostic (Dick et al., 1990).

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Evaluation of Alternatives:

This stage consists of the physical and cognitive activities involved in


comparing alternatives on the basis of information gathered from external
search above.
According to Kotler (2000), the consumer arrives at attitudes toward the various
brands through an attribute evaluation procedure and most buyers consider
several attributes in their purchase decision. These attributes used by consumers
for evaluation are also called choice criteria. Jobber (2001) has made a good
summary of these choice criteria. In fact, consumers attempt to optimize the
trade-off between product benefits, product costs, the desired personal utilities
and other variables.

Purchase Activity:

Purchase activity involves the actual final decision and physical activities
involved in making (or not making) the purchase. This stage includes the actual
transaction. However, as suggested by Kotler (2000), perceived risks of a
consumer can heavily influence his decision to modify, postpone, or avoid a
purchase decision. Therefore it is necessary for marketers to understand factors
that might provoke perceived risk in consumers and work out solutions to
reduce that.

Post Purchase Behaviour:

This step is concerned primarily with the buyer’s use of the product purchased.
After purchasing the product, the consumer will experience some level of
satisfaction or dissatisfaction which will influence a consumers’ subsequent
behaviour. Dissatisfied consumers may abandon or return the product, they may
even complain to the other group (Kotler, 2000). It is clear that satisfactions and
dissatisfactions created by product performance will be important determinants
of attitudes and information stored as inputs to future purchase decisions.

Predispositions (After Purchase and Use):

This stage suggests that following the purchase process, the buyer (or non-
buyer) is left with cognitive content which may be quite different from that
which was present at the beginning of the process. Buyers may change their
attitudes, information and experience due to reasons of time and events. All of
these may serve to change substantially the nature of the decision process for
future purchases of the same type.

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CHAPTER-4

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4.1 INDUSTRY PROFILE


A.The Indian Telecom Industry
Introduction

The Indian telecommunications has been zooming up the growth curve at a


feverish pace, emerging as one of the key sectors responsible for India's
resurgent economic growth. India has surpassed US to become the second
largest wireless network in the world with a subscriber base of over 300
million in April, according to the Telecom Regulatory Authority of India
(TRAI).

The Indian Telecommunications network with 110.01 million connections is the


fifth largest in the world and the second largest among the emerging economies
of Asia. Today, it is the fastest growing market in the world and represents
unique opportunities for U.S. companies in the stagnant global scenario. The
total subscriber base, which has grown by 40% in 2005, is expected to reach
250 million in 2007.

According to Broadband Policy 2004, Government of India aims at 9 million


broadband connections and 18 million internet connections by 2007. The
wireless subscriber base has jumped from 33.69 million in 2004 to 62.57
million in FY2004- 2005. In the last 3 years, two out of every three new
telephone subscribers were wireless subscribers. Consequently, wireless now
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accounts for 54.6% of the total telephone subscriber base, as compared to only
40% in 2003. Wireless subscriber growth is expected to bypass 2.5 million new
subscribers per month by 2007. The wireless technologies currently in use are
Global System for Mobile Communications (GSM) and Code Division Multiple
Access (CDMA). There are primarily 9 GSM and 5 CDMA operators providing
mobile services in 19 telecom circles and 4 metro cities, covering 2000 towns
across the country.

B. BRIEF HISTORY

Evolution of the industry-Important Milestones

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YEAR
1851 First operational land lines were laid by the government near Calcutta
(seat
of British power)

1881 Telephone service introduced in India

1883 Merger with the postal system

1923 Formation of Indian Radio Telegraph Company (IRT)

1932 Merger of ETC and IRT into the Indian Radio and Cable
Communication
Company (IRCC)

1947 Nationalization of all foreign telecommunication companies to form


the
Posts, Telephone and Telegraph (PTT), a monopoly run by the
government's Ministry of Communications

1985 Department of Telecommunications (DOT) established, an exclusive


provider of domestic and long-distance service that would be its own
regulator (separate from the postal system)

1986 Conversion of DOT into two wholly government-owned companies:


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

1997 Telecom Regulatory Authority of India created

1999 Cellular Services are launched in India. New National Telecom Policy
is adopted.
2000 DoT becomes a corporation, BSNL
C. MAJOR PLAYERS:

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Fixed line Mobile Internet Telecom


telephony Telephony equipments
BSNL and MTNL 25 private companies There is no restriction Growth in the telecom
account for 90% providing cellular on the number of equipment market
revenue for basic services in 19 internet companies resulted in increasing
services. telecom circles and 4 and more than 185 demand for telecom
metro cities, companies are services.
covering 1500 towns operational.
across the country.
Private sector Presently, there are Growing demand of Key players like BSNL,
available in 18 five private service corporate for BHARTI, RELIENCE,
circles and operators in each applications such as TATA, BPL and
collectively area, and an state electronic commerce, HUTCHISON will drive
account for 10% operator Internet leased lines, equipment market
of revenue. ISDN, VPN etc is growth.
driving the growth of
the internet services
market.

KEY INDIAN COMPANIES:

BSNL: World’s 7th largest telecommunications company providing


comprehensive range of telecom services in india.

MTNL: State owned operator covering the cities. Provide both mobile and
fixed services.

BHARTI ARTEL: Integrated operator with presence in all segments. Leads


the mobile segment in country.

TATA TELESERVICES: Integrated operator ( with VSNL) with presence in


all segments. Provide CDMA services in 20 circles.

RELIANCE COMMUNICATIONS: Largest player in India in the CDMA


segments. Now acquire a GSM network.

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4.2 COMPANY PROFILE


Public, BSE: 532454
Type

1985 by Sunil Mittal


Founded

New Delhi, India


Headquarters

Sunil Mittal (Chairman


Key people and CEO)

Telecommunication
Industry

Mobile and Fixed-Line Telecommunication


Products operator

$6 Billion
Revenue

Bharti Group Airtel


Website

OUR VISION AND PROMISE


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

Loved by more customers

Targeted by top talent

Benchmarked by more businesses

• We at Airtel always think in fresh and innovative ways about the


needs of our Customer and how we want them to feel. We deliver
what we promise and go out of our way to delight the customer with
a little bit more

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A.INTRODUCTION

Bharti Airtel is one of India's leading private sector providers of


telecommunications services based on an aggregate of 64,268,047 customers as
on March 31, 2008, consisting of 61,984,721 GSM mobile and 2,283,326 Bharti
Telemedia subscribers.

Established in 1985, Bharti 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 India in Seychelles and first private sector service provider to launch
National Long Distance Services in India.

Bharti Tele-Ventures Limited was incorporated on July 7, 1995 for promoting


investments in telecommunications services. Its subsidiaries operate telecom
services across India. Bharti’s operations are broadly handled by two
companies: the Mobility group, which handles the mobile services in 23 circles
across the country; and the Infotel group, which handles the NLD, ILD, fixed
line, broadband, data, and satellite-based services.

The Company Bharti Airtel is divided into 3 business units that are: •
MOBILE SERVICES
BROADBAND AND TELEPHONE SERVICES (B&T)
ENTERPRISE SERVICES

Business Divisions

The company Bharti Airtel Limited provides mobile services to its customers.
The company provides fixed and mobile wireless services in around 23
telecom circles by using the GSM technology. Bharti Airtel Company has
become the biggest mobile service provider in India on the basis of the number
of customers. The company in the future plans to expand its network in order to
establish its presence in more than 500,000 villages all across the country by
2010.

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Among the various services that the Bharti Airtel Limited Company provides to
its customers, the services of broadband and telephone (B&T) are 1 of them.
The company provides broadband Internet services of high speed for it has the
best network in India. The company Bharti Airtel also provides telephone
services in around 94 cities of the country and this helps the people to stay
connected with one another. The company plans to expand its broadband and
telephone services by providing IPTV services and DTH operations.

Further Bharti Airtel provides enterprise services to its customers. The


services of enterprise provide telecom end-to-end solutions to customers who
belong to the corporate sector and also long distance services to international
and national carriers. The company Bharti Airtel has more than 35,016
kilometers of optic fiber, a submarine landing station, and is also a member
of South East Asia- Middle East- Western Europe- 4. All this has helped the
company to provide the best enterprise services to its customers. The
company Bharti Airtel Limited plans to expand its enterprise services so that
it can achieve the status of a global carrier within a period of 2- 3 years.

Bharti Airtel is one of the topmost companies in the telecom sector in India
and is under the Bharti Enterprises Group. Airtel Bharti has been ranked as
the best performance company in the whole world by the Business Week
magazine. In 2007 its market share of mobile subscribers in India is at 23.4%.
Bharti Airtel has become a leading company in the telecom sector in India
due to the fact that it has provided the best quality of services to its
customers. And this has been possible for the company has a wide telecom
network that is of the latest technology. The Company Bharti Airtel Limited
in the future also should continue to upgrade its facilities for this will ensure
that high grade of services are provided to its customers

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B. 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, after just ten years, has risen 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 people’s lives with our Mobile services, Telemedia services, to
connecting India's leading 1000+ corporates. We also connect Indians living in
USA with our call home service.

C. STRATEGIC PARTENERSHIP

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.

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D. 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.

Bharti Airtel - Organization Structure

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E. AWARDS AND RECOGNITIONS

For the Year 2008 - 2009


Voted India’s most innovative company – in a survey conducted by The Wall
Street Journal in 2008

Winner of the “Gallup Great Workplace Award”- Gallup Consulting, 2008

“2nd Most Trusted Service Brand” - Annual Economic Times-Brand Equity,


Most Trusted Brands survey 2008

‘Best Content Service’ Award for its Farmer Information Dissemination


Platform for Bharti Airtel’s joint venture with IFFCO, IKSL (IFFCO Kisan
Samachar) - World Communications Awards 2008

Best Project Management’ Award for its Gujarat e-GRAM project - World
Communications Awards 2008

“Best Telecom Company” at the NDTV Profit Business Leadership Awards

Best Carrier India for innovative products & services and efficient cost models
and the Ovum Telco-Transformation award recognizing philosophy and
execution of a successful outsourcing strategy at the Telecom Asia Awards 2008

Sunil Bharti Mittal was awarded the GSM Association Chairman’s Award
2008. The highest honour in global telecom sector, recognized his tremendous
contribution to the development of India’s telecom sector

Sunil Bharti Mittal adjudged the “Business Leader Transforming India, 2008
at the NDTV Profit Business Leadership Awards

F. Corporate Responsibility of Bharti Airtel


Overview
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At Bharti, CSR is a way of life. Each department and employee strives to be


sensitive to the stakeholders and environment within their work context. Bharti
encourages employees to take decisions and design business-linked processes
that are sensitive to communities and environment.

Corporate Social Responsibility (CSR) in Bharti encompasses much more than


only social outreach programs. It is an integral part of the way Bharti conducts
its business. The essence of Bharti’s commitment to Corporate Social
Responsibility is embedded in the ‘Corporate Values’, which stem from its
deepest held beliefs. These Values are:
To be responsive to the needs of our customers
To trust and respect our employees
To continuously improve our services – innovatively and expeditiously
To be transparent and sensitive in our dealings with all stakeholders

We encourage our employees to take decisions and design business processes,


keeping in mind the following:
Ethics, fairness and being correct
Meeting and going beyond compliances and legal requirements
Showing respect and sensitivity towards stakeholders and communities,
and Nurturing the environment

We practice our CSR beliefs and commitments through a three-pronged


approach:
Engaging with stakeholders
Ensuring stakeholder sensitive policies and practices
Undertaking programs for our employees, community and environment

Bharti Airtel sensitizes its employees towards CSR issues at various forums. We
feel that it is important that each employee should understand the importance of
environmental, social and economical aspects while taking business decisions.
At Bharti, each employee is sensitized towards CSR issues and thus operations
at the ground level are influenced. Such sensitization exercises have resulted in
many socially and environmentally sensitive decisions on the ground. For
example, Confidence Plan for hearing impaired people, covers noise-making
DG sets at extra cost, investing in consumer awareness campaigns to ensure
safe use of mobile are some examples of the above.
G. Employees Overview:

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We believe that one of the most important drivers of growth and success for any
organization is its people. At Bharti Airtel, our ‘Mantra’ for employee delight
focuses on 5 Ps – People, Pride, Passion, Processes and Performance.

Bharti Airtel has been recognized among the Best Employers in the Country for
two successive years – being 14th in 2003 & jumping ahead of several other
large conglomerates to an enviable position of the 2nd Best Employer in the
Country in 2004. This is a clear demonstration & acknowledgement of the
robust, progressive, people as well as business aligned Human Resource
practices, which the organization has developed and implemented remarkably in
a very short span of time.

Bharti Airtel follows an “open door policy” to approach the management, which
helps resolve issues with mutual agreements. We encourage people to stand up
against any unfair treatment for which we have the Office of the Ombudsman,
where employees can raise any issues regarding business and workplace
conduct. Bharti ensures transparency through the various communication
policies, strategies and plans. . Regular Employee Communication Forums
provides a platform for the employees to raise issues that require resolution.

Our leaders strongly believe in facilitating and initiating activities that help
employees manage their health and well-being. Our focus always remains to
redefine leadership; we develop leaders who enable performance and inspire
their people to unleash their potential. Our people orientation reflects in our
vision of being “targeted by top talent”, and a key aspect of our business focus
“building a best-in-class leadership team that nurtures talent at every level.”

Employee friendly HR policies have been put in place, which amply reflect the
organization’s concern for its people. Some typical examples of these policies
and practices include a family-day at office, half day leave for birthdays, gifts
for anniversaries, compulsory 10 days off, festival celebration with family, no
official meetings on weekends, five day weeks, concierge services, call center
engagement programs etc. These “care” policies and practices are applied
across the organizational levels without any discrimination.
From self-management workshops to aerobics sessions, yoga classes to
provision of relaxation/meditation rooms, we ensure that every employee keeps
a check on his/her fitness. Tie-ups with leading health service organizations
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enable our employees to undertake periodical health check-ups depending upon


their age. This facility is also extended to employee family members at
discounted rates. The company provides Flexible Group Mediclaim insurance to
all employees, covering all kinds of illnesses, accidents and hospital coverage
for serious ailments. Apart from these specific engagements, we regularly
organize health check up camps, eye check-up camps and stress management
sessions. Some of our offices have opened gymnasiums/fitness facilities to
ensure that the fitness fanatics do not have to worry about time constraints to
remain fit. At many of our locations, we have hired psychologists who
undertake personal counseling sessions for employees.

Bharti Airtel offers a flexible compensation structure to its employees wherein


the employees have the flexibility to structure their fixed component of their
compensation according to their requirements within the ambit of legislation.
“Even a sweeper in the corporate office must understand that, if he does not
keep the office clean, the visiting shareholders could question the company’s
ability to manage a business if they cannot manage their premises well”

H. Environment, Health and Safety


Overview
At Bharti we believe in the philosophy to refuse, reduce, reuse and recycle. The
company has taken many initiatives in this regard, both within the offices for
the benefit of our employees; and for outside world for the convenience of the
people
Few examples of the initiatives taken are mentioned below:

(a) Most of the new Airtel buildings recycle waste water for sanitary and
cooling of equipment purposes e.g. DG sets and AC systems. These buildings
also have rain water harvesting systems for ground water replenishment where
appropriate.

(b) All Airtel offices have energy efficient light fittings and DG sets. We also
ensure automation that enables energy savings in our buildings. Building
Management System (BMS) – Intelligent Building concept is being followed in
all the new Airtel building and campuses that are coming up. The BMS
controls The Heating, Ventilation and Airconditioning (HVAC) system,,
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electricity load management, water management, parking management, security


and safety systems to ensure an efficiently run building on optimal resources.

(c) New buildings also incorporate the concept of and Energy Wheel which
optimises energy efficiency in buildings. The AC system in our buildings adds a
certain amount of fresh air periodically; In the process of adding this fresh air
the cool air within the building vents out which may result into higher usage of
energy to bring the cooling/ temperature back. The Energy Wheel concept
ensures that as we bring the fresh air in it is pre-cooled thereby optimizing
energy efficiency.

(d) Air quality is checked periodically in all Bharti Airtel offices, and based on
the results, duct cleaning, carpet cleaning, chair and sofa shampooing is
undertaken. Water quality is also monitored in cooling towers for DG sets and
Air Conditioner systems so that water born diseases such as legionella, etc. are
avoided.

(e) Use of air curtains on major office exits and double glazing also results in
significant energy saving.

(f)At the time of oil change in DG sets etc. the discarded oil for disposal is only
sent to companies/ vendors approved by the Central Pollution Control Board
(CPCB) for proper disposal as per CPCB approved processes. All Bharti Airtel
offices follow the basic requirements specified by the Pollution Control Board)
and ensure statutory compliance.

(g) All Bharti Airtel offices have fire alarm systems. Periodic fire drills are
carried out in Bharti Airtel offices as a practice. All Airtel offices are provided
with First Aid boxes and have identified people as First Aid specialists..

Bharti Airtel takes all its equipment from its key vendors, namely Nokia and
Ericsson, who comply with all the required health and safety norms. Each
contract with the supplier has a clause that they will comply with our code of
conduct and each year suppliers have to give Bharti Airtel a certificate that they
are compliant. There is an induction manual for sub-contractors to ensure that
they follow all the safety and statutory compliances as well as Bharti Standard
Operating Procedures.

Bharti Airtel is in the process of finalizing its Environment/ Health & Safety

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Policy (EHS) and will apply for ISO 14001 compliance within the next 3 years
for each of its facilities.

For outside world


Reduce Paper usage:

Due to technological innovations such as e-bills and electronic recharging,


Bharti Airtel customers are given a chance to help save the environment. This
has led to the major achievement of paper savings of approximately 32,500 sq
meter every month. This leads to the saving of 96 trees every year. In addition,
as per calculations during 2005-06, and is continuously improving since then.
We save 49,000 sq meter in plastic monthly as the reduced usage of paper
coupons and bills. These results are all the more remarkable, as these paper
savings were achieved despite our customer base increasing.

Sharing Infrastructure:

We promote and believe in sharing of infrastructure (passive) with other


telecom operators. This ensures that we can continue to serve our customers
while utilizing minimum resources. This is of great help in nation like ours
where we have a huge burden on our natural resources.
At present, we share around a quarter of our mobile cell sites across the country,
with other service providers.
We have extended our approach of sharing even for the rural areas, where it
makes lesser business sense for operators to roll out. Our efforts have been well
acknowledged by the regulator and the government, who have initiated efforts
for shared rural roll out .

Reducing Fuel Consumption due to travel:

Bharti, having grown to be a large company on many counts, faces the key issue
of operations coordination. While one would usually coordinate with others
through face-to-face meetings, Bharti has institutionalized the habit of using
videoconferencing and intranet facilities to interact. This significantly reduces
the need for transport and thereby fuel consumption, it saves on time and
generally creates a much more efficient working atmosphere. Bharti’s earnings
calls, i.e. sharing the results with our stakeholders, also happen via audio-
bridge. This enables investors and analysts world-wide to link in to the call and
raise queries. Bharti does not stop at providing these facilities for internal use
though. By offering our services, we enable people across the country to follow

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the same path and cut down on transport. This is not only convenient; it also
saves tremendous fossil fuel consumption.

Green-Shelters:

Another key initiative has been the deployment of environmental friendly


green-shelters at around 7,000 sites. These green-shelters use high insulation
material and Passive Cooling techniques like PCM, a thermal salt, for indoor
Base Transceiver Stations (BTS). Due to its high freezing point, PCM provides
cooling for 4 to 5 hours without any Air conditioning, thus negating any need of
electrical power or diesel generator during that time. This not only saves cost
but also minimizes pollution. These green-shelters also keep noise at a
minimum. Bharti is the first company in India to initiate such a measure, and is
well ahead of governmental regulations on the matter.

Our Green shelter initiative has been appreciated by operators across the world
and is being studied for mass deployment in many countries.
Free-Cooling is another technique that we use to maintain temperature level
during night hours by circulating cooler natural air from outside to inside the
shelter by reworking air conditioner flows. This has reduced air conditioner
consumption by almost 30%.

Bharti Airtel is also working with its suppliers and experimenting with alternate
sources of energy like solar, wind, bio-fuel/ hydrogen to further reduce
environmental impact. We are very keen to look at the viability of these
technologies once experiments are being found to be successful like in the case
of Green Shelters.

Advertisement Material:

Bharti Airtel uses aqua-based ink for all its in-shop branding, in spite of its cost
being three times the cost of ink which is normally used. The aqua-based ink is
environment friendly and does not emit any fumes and hazard. Sometimes flex
materials are used for hoardings, but since they are not disposable these
hoardings are donated to poor people so that they can use it as roof-material on
their huts.

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I.Community Initiatives
Overview
“We have an obligation to fulfill to society and the communities in which
we operate, and help improve the quality of life for everyone, today and in
the future.”
Based on the basic guidelines and direction provided in the Code of Conduct,
Bharti has undertaken many community programs.

Bharti’s contribution to society is structured through two channels, namely,


(a) Bharti’s Corporate Social Responsibility (CSR) Initiatives, including
initiatives undertaken by way of employee mobilization as well as running
environment related programs; and
(b) Bharti Foundation, a separate vehicle established in 2000 to lead the CSR
agenda of Bharti Group of Companies

CSR Initiatives @ Bharti Airtel


Bharti Airtel has a nation-wide presence that has grown at an exponential rate in
the recent years. Each local office undertakes special programs for the local
community, thereby reaching out to people. Many projects like material
collection drive and blood donation camps are organized for the welfare of the
underprivileged community. Bharti constantly searches for new, innovative
ways of reducing the consumption of resources, with the aim of leaving a better
and greener earth for future generations.

Response to disaster:

Bharti Airtel’s response to Tsunami Disaster:

Bharti Airtel undertook the following initiatives for immediate relief and
rehabilitation to Tsunami victims:

• Built a mobile network in Andaman & Nicobar islands in less than 3


months to aid rapid rehabilitation of the island
• Donated Rs. 1 Crore to the Prime Minister’s Relief Fund, in addition to
contributions from employees
• Created 29 Airtel Crisis Communications centres in Tamil Nadu
• Raised resources for Tsunami victims by initiatives such as a ‘Benefit
Cricket Match’
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Bharti Airtel’s response to Assam, Bihar and West Bengal floods :

Bharti Airtel also partnered with an NGO to provide relief to the flood victims
in the flood hit areas of Assam, Bihar and West Bengal. A ‘Material Collection
Drive’ was undertaken across Bharti offices, for collection of material such as
clothes, utensils, footwear, blankets, dry ration and monetary donations. 55
cartons of clothes and 65 kilos of ration were dispatched, in addition to
monetary contributions.

Bharti Airtel during Mumbai Floods:


Bharti Airtel employees climbed up the towers to restore the networks so that
our customers could conveniently reach its employees.

Bharti Airtel’s response to Kashmir earthquake:

Bharti Airtel’s ‘Rapid Response Team’ responded to the Kashmir earthquake by


bringing more than 2000 food packets and water bottles to the affected area.
Money, clothes, woolens and blankets were also collected from employees to
distribute among earthquake victims.

Other initiatives of Bharti Airtel

Bharti Airtel employees have undertaken vary initiatives to reach out to the
local community. Some of such initiatives are listed below :

Airtel Ashiana for underprivileged children at the Mohali office of Airtel


BIL north tied up with an NGO to distribute daily surplus food to needy
children

Airtel Experience Centre by Access MP… for the benefit of the benefit of
visually impaired people as well as people from deprived section of society
Mobile Services Jammu & Kashmir donated free medicines, stationery, clothes
and other utility items at the ‘Missionaries of Charity Home for Destitute’
Mobile Services MP & CG supported the ‘Walkathon’ to create awareness
about diabetes on ‘World Diabetes Day’, organized by the Indian medical
Association

Airtel Maharashtra & Goa team visited the Thalassemia Ward of Sassoon
Hospital to interact with children as well as the families affected

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Ariel Kerala team visited an old age home and shared a day full of fun with the
members of he home
A tree plantation drive was carried out by Access-NCR, Access-North and
Access-UP West Circles, where in free tree saplings were planted.
Airtel Madhya Pradesh & Chhattisgarh planted trees on its fourth ‘Circle
Inception Day’

In Tamil Nadu, Airtel has adopted a corporation park in Chennai city.


Mobile Services Rajasthan supported the ‘Red Ribbon Caravan’ initiative of the
Rajasthan State AIDS Control Society, to spread awareness about HIV/ AIDS.
During the month-long campaign a caravan of five vans covered 32 districts of
Rajasthan, to spread the awareness of HIV/ AIDS.
Airtel Delhi organized a Blood Donation Camp in association with Indian Red
Cross Society .

B) Bharti Foundation

Although CSR is executed at all levels in the organization, the Promoters of


Bharti Enterprises established Bharti Foundation in 2000 with a vision,
“To help underprivileged children and youth of our country realize their
potential.”

Bharti Foundation’s mission is to create and support programs that bring about
sustainable changes through education, use of technology and information and
best practice sharing.

Bharti Foundation has established itself the goals of improving accessibility and
quality of education at the school level for underprivileged children, and to
provide education and training opportunities to youth.

J. Corporate Governance

Bharti Airtel Limited firmly believes in the principles of Corporate Governance


and is committed to conduct its business in a manner, which will ensure
sustainable, capital-efficient and long-term growth thereby maximising value
for its shareholders, customers, employees and society at large. Company’s
policies are in line with Corporate Governance guidelines prescribed under
Listing Agreement/s with Stock Exchanges and the Company ensures that
various disclosures requirements are complied in ‘letter and spirit’ for effective
Corporate Governance.
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During the financial year 2003-04, your Company was assigned highest
Governance and Value Creation (GVC) rating viz. ‘Level 1’ rating by CRISIL,
which indicates that the company’s capability with respect to creating wealth
for all its stakeholders is the highest, while adopting sound Corporate
Governance practices.This rating was re-affirmed by CRISIL on April 20,2006.

• Board of Directors
• Audit Committee
• Human Resource (HR)/ Remuneration Committee
• ESOP Compensation Committee
• Investors Grievance Committee
• Memorandum of Association
• Article of Association

K. BOARD OF DIRECTORS:
The board of directors of the Company has an optimum mix of executive and
non-executive directors, which consists of two executive and twelve 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:

Sunil Bhatia Mittal


Rajan Bharti Mittal
Akhil Gupta
Rakesh Bharti Mittal
Chua Sock Koong
N. Kumar
Kurt Hellstrom
Paul O'Sullivan
Pulak Chandan Prasad
Bashir Abdulla Currimjee
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Ajay Lal
Arun Bharat Ram

L. PRODUCT PROFILE

1. FIXED LINE SERVICES


A Direct Exchange line (DEL) is a dedicated fixed phone line running right
up to your work space. Each phone line runs on state -of-the-art fiber optic
backbone that delivers quality output and ensures reliability.

KEY FEATURES

• CALL WAITING

• CALL FORWARDING

• PARELLEL RINGING

• 3 WAY CONFERENCE

• VOICE MAIL SERVICES

• ABBREVIATED DIALING

VALUE ADDED SERVICES

• HELLO TUNES :

CHOOSE A CORPORATE TUNE THAT YOU WANT YOUR


CALLERS TO HEAR.

• AIRTEL LIVE :

ENJOY JOKES, ASTROLOGY, DATING, CRICKET SCORES, OR


ELECTION RESULTS.

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BENEFITS:

• SEAMLESS VOICE CONNECTIVITY AND GREAT QUALITY

• QUICK INSTALLATION AND 24*7 CUSTOMER SUPPORT

• CUSTOMIZED BUNDLED PLANS TO SUIT SPECIFIC BUSINESS


NEEDS

• FREE DIAL UP INTERNET ACCESS

CENTEREX -INTER OFFICE ABBREVIATED DIALING

This service provides switching at the central office instead of the customer’s
premises and works like an EPABX service. Airtel business Services owns
and manages all the communication equipment and software necessary to
implement the Centrex service, thus providing future proof and hassle free
features to its subscribers. With Centrex facility, you can access other
members of your group through short digit dialling thus connecting
geographically dispersed offices.

FEATURES
• SHORT DIGIT DIALING

• DIRECT INWARD DIALING

• 3 WAY CONFERENCE

• VOICE MAIL

• CALL PICKUP

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• AUTO CALLBACK

• PARELLEL RINGING
BENEFITS

• LOW CAPITAL INVESTMENT AND NO NEED OF EPABX

• HIGHLY RELIABLE CARRIER GRADE SERVICE

• FUTURE – PROOF TECHNOLOGY

• DIGITAL VOICE CLARITY

• QUICK INSTALLATION AND 24*7 SUPPORT

• DIFFERENT PLANS TO SUIT UNIQUE BUSINESS NEEDS

ISDN-BRI AND PRI

Integrated services Digital Network (ISDN) is a circuit switched telephone


network system designed to allow digital transmission of voice and data
over ordinary telephone copper lines.

PRI (PRIMARY RATE INTERFACE)

The ISDN PRI offers 30b channels and 2d channels where B operates at 64
Kbps. Thus a 2048 Kbps line is formed which is primarily used for:

• HIGH END VOICE COMMUNICATION

• HIGH SPEED DATA TRANSFER

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• LEASED LINE BACKUP

BRI (BASIC RATE INTERFACE)

The ISDN BRI offers 2B channels and one D channel, where B operates at 64
Kbps. Thus a 128 Kbps line is formed which is primarily used for:

• SECURED VOICE COMMUNICATION

• DATA TRANSFER

• VIDEO CONFERENCING

• HIGH SPEED INTERNET ACCESS

BENEFITS OF ISDN PRI

• DIRECT LINE FOR EVERY YEAR

• 30 SIMULTANEOUSLY VOICE CHANNELS

• FAST CALL SETUP

• PRI ALSO DELEIVERS CALLER ID INFORMATION


INSTANTANEOUSLY, MAKING IT IDEAL FOR COMPUTER
TELEPHONY INTEGRATION (CTI) AND CALL CENTER
APPLICATIONS

• HIGH UPTIME

• DIGITAL QUALITY VOICE CALL EXPERIENCE


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• INTER OFFICE NETWORKING

2. BROADBAND DSL

Digital subscriber line (DSL) technology transforms an ordinary telephone line


into a broadband connections link. DSL provides blazing fast, secure internet
access and can be delivered right though a regular telephone line, data rates can
vary from 128 Kb to 8 Mb/second, depending on the type and cost of the
service.

With DSL internet service you can download graphics, heavy files, large
documents, software, photos, email attachments and more, instantly. It’s perfect
for real time interactive multimedia, broadcast quality video, distance learning
and video-on-demand.

BENEFITS

• ALWAYS ON SERVICE

• UP TO 50 TIMES FASTER THAN DIAL UP MODEM

• MULTIPLE COMPUTERS CAN BE CONNECTED ON A SINGLE


DSL LINE

• DEDICATED CONNECTION AND SPEED

• ALLOWS USE OF PHONE/INTERNET SIMULTANEOUSLY

INTERNET LEASED PORT

Today, organisations need to efficiently transfer information over the internet in


order to conduct business around the globe. As a class-A ISP, we have built a
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high speed N*STM-1 optic fibre backbone for ISP operations. Online
performance reports, 24/7*365 support and proactive monitoring of the circuits
enable you to enjoy the best internet connectivity.

Airtel business Services Offers bandwidth in the following speeds:

• N*64 Kbps

• N*E1

• N*DS3

• N*STM-1

LAST MILE OPTIONS

• TERRESTIAL LEASED LINE

• RADIO LINK

• FIBER TO THE BUILDING

• VSAT

BENEFITS

• PRESENCE LEASED LINE

• MULTIPLE ROUTES FOR US CONNECTIVITY

• HIGH NETWORK AVAAILABILITY

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POINT TO POINT CONNECTIVITY SERVICE

Leased line services offer secure private line connections committed to business
data transfer needs. They are offered on our dedicated 30,000 km fiber optic
backbone, which has a built- in redundancy due to its ring architecture.

The network is based on SDH and DWDM technologies. Leased lines as clear
channel services can run away voice, video or data applications.

Leased lines offerings include:

• N*-64 Kbps multiples of 64 Kbps

• N*E1- multiples of 2 Mbps

• N*DS3- multiples of 45 Mbps

• N*STM-1 – multiples of 155 mbps

• Ethernet over SDH – Customers are offered the option to run end to end
Ethernet over dedicated point to point circuits.

BENEFITS

• Centralized Network operation centre 24/7*365 monitoring

• Re-routing within 55 muse

• Supports triple play voice, video and data

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VIDEO SURVEILLANCE

Video Surveillance is an ideal service for businesses that have wide spread
offices/stores/god owns and thus need security and surveillance. This
service allows you to capture and transmit video images in digital form.

FEATURES

• Simultaneous monitoring of multiple sites

• View images on internet browser

• Programmable digital video recording

• Simultaneous multiple recording

• Motion detection based technology

• Can be used with Ethernet, independent laptop/PC

• Wireless

• User defined security levels and settings

• Frame rates adjustable based on bandwidth

BENEFITS:

• Real-time, offsite/remote monitoring and control

• Easy deployment

• Easy storage and retrieval of images

• Flexibity in configuring solutions

• Enabling integration with existing IT systems.

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SATELLITE SERVICES

Airtel business services satellite service help you connect remote locations at
minimal cost and provide a host of new applications and value ads like voice –
over- IP, multimedia streaming, on demand services, scheduled video
conference and distance education. It is offered over the Ku and extended c
band. We have three hubs in Bangalore, Mumbai and New Delhi.

PAMA / DAMA:

Extend your network to remote locations using our VSAT services, highly
reliable communication can be offered with a central hub and at almost any
number of geographically dispersed sites.

BIT – High Speed access to the internet at remote locations VSAT


infrastructure offers broadband access for internet and intranet applications.

RANGE OF APPLICATIONS

• VOICE –OVER-IP (VOIP)

• ON DEMAND SERVICES

• MULTIMEDIA STREAMING

• SCHEDULED VIDEO CONFERENCE

DATA MANAGED SERVICES- MPLS VPN

Business Services Multi protocol Label switching (MPLS) services enable


businesses to provide broadband applications that deliver a wide variety of
advanced, value added services over a single infrastructure. We offer MPLS
services over a highly redundant, three – tiered backbone, which is present in 60
major towns and cities across India.

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MPLS Portfolio:

• MPLS IP VPN Service – A reliable, secure networking option that offers


cost effective connectivity over a shared network

• Dial VPN – Uninterrupted communication, anywhere, anytime

• Games on demand – customer has an option to request extra bandwidth


online for shorter periods.

• Multicast – multicast services for video streaming

• L2VPN – layer 2 Ethernet and virtual leased lines over MPLS.

LAST MILE OPTIONS WITH MPLS

• Terrestrial leased line

• FTTB : fibre to the building

• Point to multipoint broadband wireless access

• Metro Ethernet services for end to end connectivity

BENEFITS

• “Connectionless” connectivity: If an Enterprise has multiple locations,


all they need is bandwidth and a port to connect multiple sites. Each time
a site is added, the customer need not have to provision multiple circuits
to connect to other sites.

• High security: MPLS has the advantage of label switching to guarantee


security in the network.

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• Traffic prioritisation: to ensure proper handling of traffic like voice,


video, SAP, etc., customers can choose from different class of services
(cos) to ensure the proper handling of their traffic and get the
corresponding SLAs.

3. AIRTEL DIGITAL TV INTERACTIVE

Bharti Airtel launches Triple Play with Airtel digital TV interactive –


Telephone, Broadband and now TV on a single line

LAUNCHED ON 19th JANUARY 2009

With the launch of Airtel digital TV interactive, we begin offering the Triple
Play Advantage offer to our customers - leading in with voice, then broadband
and now television and video on demand. We offer our customers a Single
Knock on The Door experience - a uniform Airtel Quality of Experience with a
single Customer Service interface and a single unified bill for voice, broadband
and TV and video entertainment.”

Airtel’s state-of-the-art IPTV Headend, with best-in-class MPEG4-10


compression technology, will allow it to offer more content and better quality
images as well as services like live broadcast television, network based time-
shifted TV, real video-on-demand and a host of other interactive services. Airtel
will deliver its IPTV service to customers through a fibre backbone of Carrier
Ethernet Network with last mile delivery on copper using ADSL2+ technology.
This latest technology enables high-speed broadband connectivity which in turn
delivers superior digital video and audio quality.

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Customers can gain access to the future of TV entertainment on Airtel digital


TV interactive by choosing from 2 entry packs–

• A. Magic@ Home Pack - our Triple Play Plan - at Rs. 999 per month
which gives 135 channels including 256 kbps broadband speed with
unlimited download and a landline connection.

B. Combo Pack - our IPTV and Broadband Plan - at Rs. 599 per month
which gives 117 channels including 256 kbps broadband speed with
download limit of 2.5 GB

• The service will be backed by 24x7 customer care.

Benefits for end users


Highly Interactive and Personalized Services

Powerful Electronic Programming Guide (EPG):


Using the EPG, customers can seamlessly navigate and discover new content
that is DVD quality and delivered at the convenience of the user.

Video on Demand (VOD):


It provides an extensive channel lineup and along with VOD offers a wide range
of videos according to the viewer’s convenience and choice.
Choose from our ever growing gallery of over 200 movie titles and watch Hindi
or English blockbusters, in the comfort of your home. Just select a movie and
start watching it when you want it. What's more, in case you are interrupted
while watching, you can pause, rewind and relive the lost moment again with
digital TV interactive from Airtel. Once you subscribe for a movie pack, it will
be available to you for 30 days to watch any and as many times as you want.
We also offer promotion packs to make your viewing experience special on
occasion like a Diwali or a New Year pack etc. For those of you who do not
want to be restricted by a particular pack, there are movies available to you for

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24 hrs with our Pay-Per-View feature. It's like walking into a theatre and buying
a ticket for the movie of your choice. Plus, you get the best seats.

Interactive applications

Interactive applications make the TV a powerful device for a host of new


services customized to the tastes of the individual user. You can check your
horoscope for today, the week ahead, and the month ahead. Feeling hungry?
Order a pizza of your choice from the menu on your TV screen and add
additional toppings of your choice. If that’s not enough, get additional discount
offers from pizza brands of your choice.
Planning a big weekend and want to watch the latest release on PVR? Simply
switch on and book your tickets in seconds through your TV at any time of day
or night. You can pick up your tickets from the cinema hall at the show time.

Games

Airtel digital TV interactive gives you games to play while you wait for your
favorite program to start. You can choose from a nice collection of games to
exercise your mind while passing time.

You can watch the channel being played in a small screen on your games page
so you can switch back to the channel the moment your favorite program starts.
You can choose from Tic-Tac-Toe, Sudoku, Discover the Word, Connect Four
or Concentration and start playing. The games will be refreshed and new games
will be added frequently.

More Control
Time-shifted TV:

Digital TV interactive provides time-shifted TV using a network based Personal


Video Recorder (PVR) allows the viewer to watch the content according to their
convenience. Over 10000 programs available every week to view at user
convenience.

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Time Shift TV is a unique feature provided by Airtel digital TV interactive


where we record and keep programes for you to view to the same at a time more
convenient to you digital TV interactive gives you the power to demand from
your TV what you want to see, when you want to see. All this is possible
through this unique feature provided by your Airtel digital TV interactive called
TSTV.

Airtel digital TV interactive gives you the power to view any program you may
have missed over the past 7 days.

Even Control Broadcast TV:


Viewers can pause and rewind broadcast TV allowing the viewer to finally take
control of what he or she watches on TV.( Presently available on selected
channels only)

Parental Control:
With an easy to use interface, parents can also lock VOD content to prevent
younger children from accessing inappropriate content.

Electronic Bill on Demand:


Electronic Bill on Demand to track usage and consumption of entertainment.

Benefits for content providers


Highly sophisticated and secure Digital Rights Management to
prevent Piracy:
digital TV interactive service ensures such content / channel pilferage is a thing
of the past. Through the use advanced Digital Rights Management system
(DRM).

Finger printing to track illegal copy and misuse of content:


The system supports ‘Finger Printing’ that further helps track illegal copier of
contents who copy for economic gains.

How does it work?

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The Airtel installation team will install and connect the equipment for you.
Here's an illustration of the networking process of how STB gets connected
to TV incase you have any doubts

M. Advantages of broadband
Why wait to connect
With Airtel Broadband, the internet is always ON, always available! No more
waiting for dial-up to connect. You are ready to use the internet as soon as you
switch on your computer.

Power Surfing
With speed of up to 2Mbps, feel the excitement of doing more on Internet.
Shop, download MP3, exchange heavy files and chat at an enviable speed, all
thanks to an extensive Broadband Services infrastructure. No more
disconnections in the middle of download.

Surf while you talk!


No more missed calls or blocked telephone lines while using the internet. Airtel
Broadband Services connection does not block existing telephone lines and
allows one family member to use the phone while another member surfs the net.

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No more missed calls and no more fights!

Robust installation
Our world class infrastructure & end-to-end digital network of underground
copper cable lines ensure an extremely robust connection that eliminates the
risk of damage. Superior server technology and a dedicated port provide total
security to data storage and information exchange through the Internet.

24x7 customer support


We are just an email or a phone call away. Round-the-clock, 365 days a year!
To help us serve you even better, we look forward to your feedback. Your
suggestions for improvement, brickbats and even an occasional bouquet, will
only help us realize our promise!

High speed internet access


Surf, play, download, stream & make friends with speeds upto 16
mbps(subject to technical feasibility). Impatience is the new life live it with
Airtel Broadband.

Find your perfect match


Airtel broadband offers various plans to choose from, which will suite your
needs. Pick the right plan and live a high speed lnternet.

Exciting Value added services


Whether it’s On Demand Speed, Antivirus software, Music, Games,
opportunities with our value added services are limitless and excitement is
never ending.

Go Wifi
Did you know that wi-fi helps you connect your computer/laptop to internet
without ‘wires’. You do not have to park a place in your home to connect with
the world. You can take your laptop around to any place in your home-
bedroom, balcony or even kitchen and keep that music playing or chat going
on without getting disconnected. Enjoy freedom from wires with Airtel
broadband.

N. Technology used by Bharti airtel

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Airtel Broadband is powered by DSL technology

DSL provides blazing-fast, secure Internet access and can be delivered to both
homes and to businesses. Delivered right through a regular telephone line, data
rates can vary from 128Kb to 8Mb per second depending on the type and cost of
the service.

Instant Access

Digital Subscriber Line (DSL) technology provides instant Internet and network
access at speeds up to 50 times faster than a 28.8Kbps modem on a standard
analogue phone line. There are no dial-up delays, no busy signals. What used to
take minutes or hours to download, will now take just seconds or minutes.

Experience Multimedia

With DSL Internet Service you can download graphics-heavy files, large
documents, software, photos, email attachments, and more, instantly. It's perfect
for real-time interactive multimedia, broadcast quality video, distance learning,
and video-on-demand. And because DSL Internet Service sends data and voice
over the same line, you can talk on the phone while you are online.

Never Wait!
It's also a service that you don't have to dial into. Just turn on your PC, open a
browser, and you're ready to surf. (No more hearing those annoying beeps and
tones, then waiting to be connected. You're always connected whenever you
wish to!). Beyond Internet access, DSL also has the ability to carry additional
phone lines and entertainment services using the same pair of wires.
O. WHAT DOES AIRTEL OFFER? (Broadband & internet)
1.COVERAGE It covers 94 cities in India.

2. Airtel P C secure: Now surf the Internet, with peace of mind.

Airtel has tied up with Secure™, one of the best in PC security, to provide you
and your family with our great value online security package. Airtel PC
Secure offers advanced protection for your PC, and the private information on
it, from viruses, spyware, hackers and other threats. It detects and removes them
as they try to enter your computer, so you can safely read email, chat with
instant messaging and download files.

3.The Airtel Net PC Advantage

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LCD Monitor + Key Board + Mouse


Latest Licensed software from Microsoft
100% data security
Enjoy 10GB of data storage

Cloud Computing Technology

3.Entertainment on Airtel:

Have fun with Airtel broadband! Imagine, downloading the games for free and
downloading your favourite tunes at unbelievably low prices.
Choose your style. Now even for your homepage. Just log-in with your Airtel
Broadband ID and unleash great music at great prices!
Just log-in with your Airtel Broadband ID and unleash great music at great
prices!Just log-in with your Airtel Broadband ID and unleash great music at
great prices!

4.Speed on demand: Now Do more with speed on demand


Watch videos without buffering
Stream music seamlessly
Upload pictures instantly
Load heavy websites in seconds
Play online games without breaks
Key benefits of Speed on Demand

• Upgrade to higher bandwidth instantly


• No need to change your tariff plan
• Pay only as much as you use

5.One Airtel

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Free Recharge
FREE recharge of Rs. 100 every month on your Airtel pre-paid connection.
Free Call value
FREE calls worth Rs. 100 on Airtel fixed-line.
Surf
Surf, play, download and stream at a speed of 2 mbps with upto
4 GB of free data transfer every month.
Get all this for only Rs. 749 per month

6. DIGITAL TV interactive

Change the way you watch television with the most advanced technology in the
world, digital TV interactive from Airtel. Now demand what you want to watch,
when you want to watch it. digital TV interactive is less prone to rain or other
atmospheric interferences and delivers a far superior TV viewing experience
than your normal cable. With digital quality audio and video, a wide range of
TV programming, video on demand services and a host of interactive features,
digital TV interactive makes your TV viewing experience simply amazing.
What’s more, it is a single telephone line that enables you to use the telephone,
internet and digital TV interactive together.

7. Services:

Airtel brings you a host of exciting features ranging from facilities like online
tests, in touch and Video Surveillance Solutions to trouble shooting devices
like, Net Expert and Web Jockey.

: Control your business, 24x7. Observe your office,


warehouse, shop and staff from your PC, from anywhere and all the time.

: Create and share your precious moments with your


loved ones with In Touch. It’s a great way to reach out to your loved ones who
are far away.

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: Introducing NetXpert, India’s first ever automated


Broadband care technology which provides immediate solutions for Internet
connectivity related problems

: Airtel Broadband Services and TCY Online offer you


online competitive tests for GRE, GMAT, SAT and MBA, from the comfort of
your home.

: Wi-Fi is a wireless technology brand by the Wi-Fi


Alliance that gives you a host of fantastic advantages ranging from reliability to
security.

8. Reach Airtel:
Our aim is to help you as quickly and as efficiently as possible at first point of
contact. In this section you’ll find an opportunity to email us directly, useful
telephone numbers, quick links to store locations, payment centres and much
more.
a.Customer support
As an Airtel customer you have the convenience to access our 24-hr customer
service number from any part
of India, from your Airtel phone.

b. Cheque drop boxes and bill payment


Choose from a host of convenient payment options only with Airtel. Walk into
any Airtel relationship centre and make your payment by cash or credit card.
Drop a cheque at any of our cheque drop boxes or simply log on to the website
and pay instantly through your credit card.

C. Airtel Relationship Centres


Need to get yourself a new Airtel connection, subscribe to any of our value
added services and get more information on them, pay your bill or get a new
handset? Visit the nearest Airtel Relationship Centre.

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P. AIRTEL'S MARKETING ORIENTATION

Since this is a high-involvement expensive product, the service provider has

to fully take care of the customers.

a) They take personal responsibility to "get" the answer for any problem

faced by the customer

b) They anticipate customers' problems and take pro-active steps to

prevent them

c) They give answers to the questions & requests, quickly & efficiently.

d) They have a positive tone & manner while interacting with customers.

e) They end the interaction on a positive or a humorous note-making the

last 30 seconds count.

Airtel realizes that attracting people 'is easy but converting them into loyal

customers is hard, hence emphasis is on maintaining a 'Smiling and a

Friendly Atmosphere' to please and retain the customer.

Q. PRODUCT LIFE CYCLE


The pattern of telephone subscriber growth observed elsewhere in the world
reveals that the growth in the market is initially slow followed by a sharp
acceleration, but so far that has not happened in India. As far as the Product
Life Cycle is concerned Indians are at the beginning of the maturity stage.

Introduction Growth Maturity

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MARKETING OBJECTIVES

Create product Maximize market share Maximize profits whole

awareness and trial defending market share

Strategies

Product Offer a basic Offer value added Increase in number

product/ service. services of value added

services.

Price Charge cost- plus Price to penetrate Price to match or

market best competitors

Distribution Build selective Build Intensive Build more

distribution distribution. intensive

distribution.

Advertising Build product Build awareness Stress brand

awareness among and interest in the differences and

early adopters. mass market benefits.

Sales Promotion Use heavy sales Increase to build Increase to

promotion to entice and maintain encourage brand-

people to subscribe. relationships with switching.

customers.

S.W.O.T ANALYSIS OF BHARTI AIRTEL

STRENGTH WEAKNESS

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 Very focused on
telecom.
 Leadership in fast
growing cellular Price Competition from
segment. BSNL and MTNL
 The only Indian Untapped Rural market
operator, other
than VSNL, that has
an international
The fast-expanding IPLC
market. Competition from other
Latest technology and low cellular and mobile
cost advantage. operaters.
Huge market. Saturation point in Basic
Low Broadband telephony service
Penetration, Rural New entry in digital tv.
Telephoney

OPPORTUNITIES THREATS

STRENGTH:-

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• VERY FOCUSED ON TELECOM Bharti Airtel is largely focused on the


telecom, around 93% of the total revenue comes from telecom(Total
telecom revenue Rs 3,326)

• LEADERSHIP IN FAST GROWING CELLULAR SEGMENT

Airtel is holding leadership position in cellular market. Bharti Airtel is one of


India's leading private sector providers of telecommunications services based on
an aggregate of 64,268,047 customers as on March 31, 2008, consisting of
61,984,721 GSM mobile and 2,283,326 Bharti Telemedia subscribers.

• THE ONLY OPERATOR IN INDIA OTHER THAN VSNL HAVING


INTERNATIONAL SUBMARINE CABLES.

Airtel, the monopoly breaker shattered the Telecom monopoly in the


International Long Distance space with the launch of International Submarine
cable Network i2i jointly with Singapore Telecommunications Ltd. in the year
2002. This has brought a huge value to the IPLC customers, delivering them an
option besides the incumbent carrier, to connect to the outside world.

IPTV-Bharti Airtel launches Triple Play with Airtel digital TV interactive


– Telephone, Broadband and now TV on a single line

SWOT ANALYSIS DURING TRAINNING:

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• Airtel has a brand image: Airtel as a brand is the synonym of success. It is


the largest private limited organization of India

• Well equipped software’s, to support customer satisfaction.

• It has a talented manpower.

• It provides good services.

• It has a pool of dedicated and hardworking workforce.

• Experienced market player.

• INVESTOR’s FAITH: Investor’s faith in Airtel that causes huge monetary


support.

• STRONG ADMINISTRATION: Under the leadership of Bharti Cellular


Ltd Airtel proved themselves as an well-organized & administrative
company.

• Other stakeholders in Bharti Airtel include Sony-Ericsson, Nokia - and Sing


Tel, with whom they hold a strategic alliance. This means that the business
has access to knowledge and technology from other parts of the
telecommunications world..

• The company has covered the entire Indian nation with its network. This
has underpinned its large and rising customer base.

WEAKNESS:-
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• Price Competition from BSNL and MTNL. Airtel is tough


competition from the operators like BSNL nd MTNL as these two
operators are offering services at a low rate.

• Untapped Rural market. Although Airtel have strong Presence


throughout the country but still they are far away from the Indian rural
part and generally this part is covered by BSNL so indirectly Airtel is
loosing revenue from the rural sector. –

SWOT ANALYSIS DURING TRAINNING:

• Company dose not provide credit to customers.

• Improper communication with customers.

• No proper feedback from customers.

• Promotion is not up to the mark in every area.

• Lack of sales executive in some areas in Delhi

• Lack of co-ordination between departments.

• An often cited original weakness is that when the business was started by
Sunil Bharti Mittal over 15 years ago, the business has little knowledge
and experience of how a cellular telephone system actually worked. So
the start-up business had to outsource to industry experts in the field.

• Until recently Airtel did not own its own towers, which was a particular
strength of some of its competitors such as Hutchison Essar. Towers are
important if your company wishes to provide wide coverage nationally.

OPPORTUNITY:-

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• THE FAST EXTENDING IPLC MARKET An IPLC (international


private leased circuit) is a point-to-point private line used by an organization
to communicate between offices that are geographically dispersedthroughout
the world. An IPLC can be used for Internet access, business data exchange,
video conferencing, and any other form of telecommunication. Airtel
Enterprise Services and SingTel jointly provide IPLCs on the Network i2i.
The Landing Station in Singapore is managed by SingTel and by Airtel in
Chennai (India). Each Landing Station has Power Feeding Equipment,
Submarine Line Terminating Equipment and SDH system to power the
cable, add wavelengths and convert the STM-64 output to STM-1 data
streams respectively.

• LATEST TECHNOLOGY AND LOW COST ADVANTAGE The costs


of introducing cellular services for Airtel are marginal in nature, as it needs
only to augment its cellular switch/equipment capacity and increase the
number of base stations. The number of cities, towns and villages it has
covered already works to its advantage as putting more base stations for
cellular coverage in these areas comes with negligible marginal cost. Besides
such cost advantages, it has also other cost advantages for the latest cellular
technology. As a late entrant into the cellular market, it has dual advantage
of latest technology with modern features, unlike other private cellular
operators who started their service more than 4-5 years back and low capital
cost due to advantages of large scale buying of cellular switch/equipment.

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• HUGE MARKET The cellular telephony market is presently expanding at


a phenomenal / whopping __ rate every year and there is still vast scope for
Airtel to enter /expand in this market. Besides there is a vast rural segment
where the cellular services have not made much headway and many
customers are looking towards Airtel for providing the service to them. With
its wide and extensive presence even in the remotest areas, Airtel poised to
gain a big market share in this segment when it expands cellular services into
the rural areas.

SWOT ANALYSIS DURING TRAINNING:

• Sales can be increased by providing economical plans.

• Increase in incentives of sales executive can enhance the sale of bharti


airtel.

• Focused approach towards small market can also increase the sale of
airtel.

• New plans can be provided to the customers to attract them to push the sale
of airtel.

• Feedback at regular intervals can be easily compete the competitors and


helpful to retain the customers.

• The company possesses a customized version of the Google search engine


which will enhance broadband services to customers. The tie-up with Google
can only enhance the Airtel brand, and also provides advertising
opportunities in Indian for Google.

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• Low Broadband Penetration, Rural Telephoney

THREATS:-

COMPETITION FROM OTHER CELLULAR It is time for BSNL to


improve/expand its cellular services. Fierce and cut-throat competition is
already in place with the markets ever abuzz with several tariff reductions and
announcement of attractive packages, trying to grab most of the ‘mind share’ of
the ‘king’ - ‘the consumer’, whose benefits are increasing with passing of
everyday. If BSNL is not innovative and agile, its cellular service will be a flop.
It needs to be proactive with attractive packaging, pricing and marketing
policies lest its presence in the market be treated with disdain by the private
cellular companies. The launch of WLL services by Reliance Infocomm has
aggravated the situation.

• MARKET MATURITY IN BASIC TELEPHONY SEGMENT


Although Airtel entered in the basic telephony market it’s a biggest there
for the company as the basic telephony market has reached.

SWOT ANALYSIS DURING TRAINNING:

• More competitors are entering in the market.

• Competitors are providing economical plans.

• Competitors providing better services to customers.

• Competitors getting feedback from customers at regular

Intervals.

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• Competitors also reaching to small market.

CHAPTER-5

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5.0 RESEARCH DATA

Data is the key activity of marketing research. The design of the data collecting

method is backbone of research design. Data constitute the foundation of

statistical analysis and interpretation. Hence the first step in statistical work is to

obtain data.

To achieve the objectives, the primary as well as secondary source of data is


used... Primary source includes the consumers and company’s officials
through questionnaires.

Secondary source of data includes the past records of company and data
available on company’s website.

DATA COLLECTION
• Data collection from customers of different areas viz. Saket and Rajouri
garden (New Delhi).

• Sample size of customers covered is 100.

• Other information related to project has been taken from company


website.

Data collection for the research was through Primary Data, Secondary Data
and survey. The data was collected by Judgmental sampling which is
considered to be a non probability sampling.

The data were collected through the following methodical techniques in this
report.
 Through questionnaires

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 Through interview

 Through observation
1. QUESTIONNAIRES:-

Questionnaires consist of question printed or type in definite order on a form or


set of form. It was questionnaire format firms tested on small sample then was
modified and developed according to the environmental situation and other
affecting factors. Each questionnaire is framed with
Systematic and modern technique to make useful in achieving the objectives up
to a maximum possible limit.

There are two types of questionnaires, the first one is standard questionnaire
and the second is un-standard questionnaire. The authority or expert sets the
standard questionnaire. In the other hand un-structured questionnaire is set
according to objective of the study by researcher.

In this research work I used un-structured questionnaire with my best ability and
under the guidance of my project guide.

After floor acing the questionnaire, the respondents (Customers) were


personally contacted. Each respondent was requested to answers the question
with appropriate answer genuinely. All the questions were made very clear to
them. The questionnaires were duly filled with the responses of all the
respondents in the current report work

Pre-testing the Questionnaire

Once the questionnaire is ready, it should be pre-tested. Pre-testing of the


questionnaire implies that it is tried out on a few respondents and their reaction
to the questionnaire is observed and is useful in helping the researcher decide
whether any changes in the question- content or the wording of questions is
called for. If so, specific changes that are desirable can also be ascertained and
incorporated in the questionnaire. This would improve it.

In our report the pre-testing of questionnaire was done in DSICDC complex.


There were a few changes which were made after pre-testing.

2. INTERVIEW METHOD: -

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This is a face to face interaction in which most of the interviewers are directly
questioned and according to that personal and professional problem are
collected from them. According to data competitor’s policy was found out
along with their strengths and was able to conclude all facts with competitor’s
point of view.
3. OBSERVATION METHOD:-

In this method the consumers were contacted to find out the opinion about the
DEL and DSL. After the observation was done the data were shaped in
questionnaire format. This method gave an idea about the satisfaction level of
consumers, towards the product and company.

Two types of data:-


1. Primary Data

2. Secondary Data

5.2 PRIMARY DATA

Primary data are gathered for the specific purpose or for a specific research

problem, i.e. data that is gathered first hand, with the help of questionnaires,

interview, observation etc consist of original information for the fulfilment of

project objective.

When the data are required for the particular study can be found neither in the

internal record of the enterprises nor in published sources. In some cases it may

become necessary to collect original data.

Primary data can be collected in four ways:-

1. Observation

2. Survey

Advantages of Primary Data: Disadvantages of Primary Data:


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First Hand Data Time consuming


Biasness is reduced Costly

The primary data was collected with the help of QUESTIONNAIRES, Visit to
customers Shops and offices.
5.3 SECONDARY DATA

Secondary data are the data, which already exists somewhere. Data

gathered and recorded by someone else prior to and for some purpose other than

the current project .Secondary data provide starting point for research and after

that the advantage of low cost and ready availability. Secondary data can be

divided into two types:.

1. Internal data

2. External data

When researcher uses the data that has already been collected by

other data are called secondary data. Secondary data can be obtained from

journals i.e. internal sources report, government publication and books,

professional bodies etc.

Internal data are reports and memos generated within an

organisation to facilitate its operations and annual report. External data are those

specially produce for outside consumption.

Sources from which the researcher has taken the secondary data are as

under:

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1. Direct observation

2. Airtel website

3. Books for marketing management

4. Surveys and customer data & report

5. Airtels customers care office

6. Airtel’s Brouchers

Advantages of Secondary Data: Disadvantages ofSecondaryData:

Inexpensive Out-dated
Obtained Rapidly Data not consistent with needs
Not time consuming Uncertain accuracy

Tools and techniques of analysis


After the collection of data through questionnaires a researcher is required to
analyze the data. For analysis one needs to use some tools and techniques. We
have various tools available for analysis and interpretation of data like MS-
Excel, SPSS.

In this report as the sample size was hundred Hence, we used MS-Excel and
SPSS for tabulating the data and designing the bar diagrams and pie-charts.

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CHAPTER-6

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6.0 DATA INTERPRETATION AND


ANALYSIS

CONSUMER AWARENES regarding Airtel Broadband


& Telephonic services?
The pie chart below shows the percentage of people who are well aware of airtel
broadband and teleservices, percentage of people who are unaware of airtel
broadband and teleservices. After asking 100 respondents we got the following
results

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Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 68 68.0 68.0 68.0
No 32 32.0 32.0 100.0
Total 100 100.0 100.0

consumer awareness

consumer awareness (Airtel Broadband & Telephonic services)


Yes
32.00%
No

Pies show counts

68.00%

INTERPRETATION
• 68% people are aware about Airtel broadband & teleservices.

• 32% people are not aware about Airtel broadband & teleservices

SALES PROMOTION TECHNIQUE

As sales promotion is very necessary part of every business just to enhance the
sales .so it is necessary to know which is the best technique which will increase
the sales of the company. So after collecting data from 100 respondents got the
following results

Cumulative
Frequency Percent Valid Percent Percent
Valid Television 33 33.0 33.0 33.0
Radio 8 8.0 8.0 41.0
News paper 7 7.0 7.0 48.0

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Banner 14 14.0 14.0 62.0


Sales person 38 38.0 38.0 100.0
Total 100 100.0 100.0

40.0%

30.0%
Percent

20.0%

10.0%

0.0%
Television Radio Newspaper Banner Salesperson
salespromotiontechnique

It can be determined from the above diagram that sales person is the one of the
best technique for sales promotion because 38% people said that this is the way
by which the company can enhance their sales. Timely feedback or in touch
with customers can definitely increase the sales of the company. After that
Television is also good technique by which company can do two things brand
awareness and sales promotion, one of the major advantages of this technique is
it covers wide area and cost is less as compare to sales person technique and
other techniques are supported by very few people.

MARKET SHARE

Name Of Company Market Share Market Share in %

Airtel 45 45%
MTNL 28 28%
Airtel and MTNL both 17 17%
MTNL AND TATA both 10 10%

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50
45
40
35
30
25
% 20
15
10
5
0
MTNL AND
Airtel MTNL Airtel and MTNL
TATA

brand

It has revealed from the above diagram that Airtel is the largest market share in
Saket and Rajouri Garden as compare to MTNL, TATA, RELIANCE, SIFY and
others. It is very clear from the diagram that there is very tough competition
between airtel and mtnl.

LEVEL OF CONSUMER SATISFACTION


In the present scenario for every company whether it is service provider or
someone else it is quiet necessary to know that consumers are satisfied by
product or service provided by the company .if company need to not think about
that than definitely consumer will switch over to another brand. So it is
necessary just to retain the consumer or if there is any problem then to resolve
that problem. Data collected from 100 respondents in Saket and Rajouri Garden
area are as follows:

Airtel % Mtnl % TATA % RELIANCE %


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Worst 00 01 00 00
Bad 02 00 04 01
Good 05 04 06 00
Better 45 28 00 00
Best 00 05 00 00

50
45
40
35
Airtel
30
Mtnl
% 25
TATA
20
RELIANCE
15
10
5
0
worst bad good bettar best

RATING

The data collected above shows that Airtel is only service provider which
satisfies the maximum number of consumers as compare to MTNL and others
because 45 % of consumers ranked it better and if we see MTNL customer’s
only 28% consumers ranked it better. It is very clear in the diagram Airtel
subscribers are very much satisfied by the services and don’t want to switch
over.
CONSUMER BUYING PREFERENCE
We also wanted to assess that if a person had bought broadband services on
what basis did he select that particular brand. We wanted to know the top of the
mind from all the parameters were considered.

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Valid Cumulative
Frequency Percent Percent Percent
Valid High speed 13 13.0 13.0 13.0
Availability of
7 7.0 7.0 20.0
services
Value added
6 6.0 6.0 26.0
services
Economical 47 47.0 47.0 73.0
Unlimited
18 18.0 18.0 91.0
Downloading
All 9 9.0 9.0 100.0
Total 100 100.0 100.0

CONSUMER BUYINGPREFERENCE

9.00%
13.00%
High speed
Availabilityof services
Value added services
7.00% Economical
18.00%
Unlimited Downloading
All
6.00%

47.00%

It’s revealed out from the above diagram that what people look for in it when
they buy broadband & telephonic connection as we can see from the above pie
chart that 47 % of people said that economical plans is the major buying
criteria, 18% of think that broadband should high speed, 13% think that
downloading should be unlimited, 9% think that all services should be there and
6% think that value added services should be there.
Response analysis of people using broadband and
teleservices
Top of the mind brand for broadband and teleservices

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Cumulative
Frequency Percent Valid Percent Percent
Valid Sify 4 4.0 4.0 4.0
Airtel 41 41.0 41.0 45.0
MTNL 51 51.0 51.0 96.0
Tata indicom 2 2.0 2.0 98.0
Reliance 1 1.0 1.0 99.0
Others 1 1.0 1.0 100.0
Total 100 100.0 100.0

60.0%

50.0%

40.0%
Percent

30.0%

20.0%

10.0%

0.0%
Sify Airtel MTNL Tata indicom Reliance Orthers
brand name

After having an experience of using broadband and teleservices respondents


were asked as to which brand they would buy if they had to buy one. MTNL as
that’s the only name in India which comes to your mind in the telephone and
another most preferable reason is that MTNL provides economical plans, 41 %
named Airtel for its good services and for its features. 4% respondents would
buy sift as they believed that sify is in industry since long and is good for its
services. It can be seen from the bar chart that MTNL and Airtel are the
companies which people want to buy their services.

6.1 FINDINGS AND CONCLUSION

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FROM THE ANALYSIS, THE FOLLOWING CONCLUSION CAN BE


ARRIVED AT:

The objective of this research was to determine the top of the mind buying
preference of the buyer for broadband and teleservices. We also wanted to
assess the brand preference for buyers of broadband and teleservices. It was also
desired from the study to determine the factors which influence a decision of
buyer in favour of a particular brand.

We visited the small enterprises, shops to find out consumer awareness, brand
preference, consumer expectation and demand for broadband and teleservices.
After collecting data from Saket and Rajouri Garden finally We obsesrve that
MTNL is the company which provides economical plans as compare to
other companies and if we given an option to select one then 51% of people
want MTNL just because of economical plans and 41% of people want
Airtel because of its good services and offering maximum features. It should
create awareness about its new plans for SME’s.

The research revealed that 68% people aware about the airtel broadband
and teleservices and this is quiet strange that 32% people unaware about
the broadband and teleservices of Airtel. This is not a good indicator for the
company.

The people who are unaware of the airtel broadband and teleservices, now this
is time when company can aware the customers and enhance the sales through
their sales persons or televisions because these are two best techniques which is
supported by consumers themselves. 38% people said sales person is one of
the best techniques because by this they can aware as well as sale the
product or service and 33% people said sales person cannot cover up wide
area and it is costly also so advertisement on television is the best technique
and this is cost effective and cover up the wide area.

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The people who had experienced of using broadband and teleservices were
asked their brand preference, then 51% people preferred MTNL for two
simple reasons economical plans and ethics and when talking about
teleservices only MTNL’s name comes to the mind, while 41 % preferred
Airtel because of innovative features and good services.

When talking about the comparison in the services provide by the company or
the level of satisfaction so 45% people ranked bettar for Airtel and 28%
people ranked bettar for MTNL and 5% people said good for Airtel and 4%
people said good for MTNL and 6% people said good for TATA. So it is very
clear that Airtel consumers are satisfied by their service provider and those
who said bad or worst company should take care of them and try to solve their
problems as soon as possible.

The people who are using broadband and teleservices, when asked to them what
do you look when you buy broadband services then 47 % people said
economical plans, 18 % people said unlimited downloading, 13% high speed,
etc so it is very clear from this data that most buying preference in case of
broadband is economic plans and the services provided by the company.

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CHAPTER –7

7.0 RECOMMENDATIONS
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On the basis of research and analysis of the study conducted in Saket and
Rajouri Garden. I would like to suggest the following key points to the
company.

 During my project this fact becomes clear that the customer is not
well aware about the all product and services of Airtel so through the
strong advertisement company should try to increase the awareness of the
Airtel services.
.
(a) The company should sponsor local programs

(b) The company should arrange briefing sessions at prominent clubs such as

LIONS CLUB and ROTARY CLUBS etc.

(c) The company should organize awareness quizzes through Newspapers,

Magazines & announce suitable rewards accordingly.

(d) The company should distribute, leaflets of AIRTEL


telemedia in posh colonies of DELHI

 The company should provide new promotional schemes on the regular


basis to consumers to increase its market share.

 The company should provide economic plans to consumers to increase its


market share.

 The company should provide proper motivational schemes to the sales


executives.

 There should be proper delegation of authority.

 The company should try to build some feed back mechanism from the
customer to check the performance of the sales executives and to make
them loyal.

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 The company should provide proper product knowledge to the sales


executives.

 The company should go ahead with aggressive marketing. They should


light competition on Pricing strategy.

(a) The company should look the strategies of the competitive companies.

(b) The company should try its level best to keep the price low as compare

to competitors.

(c) The schemes should be updated as per the needs and occasions

 Large part of Indian rural market is still untapped therefore airtel is


required to bring that area under services.

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CHAPTER-8

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8.0 BIBLIOGRAPHY

BOOKS

• KOTLER PHILIP “MARKETIG MANAGEMENT” NEW DELHI


PRENTICEHALL OF INDIA.

• “Marketing research” ICFAI University

• Marketing Research – G. C. Beri

• Research Methodology – C. R. Kothari

Websites:

WWW. BHARTIAIRTEL.IN

WWW. AIRTEL.IN

SEARCH ENGINE:-

• WWW.GOOGLE.COM

• WWW.YAHOO.COM

• http://en.wikipedia.org

MAGAZINES:-

• BUSINESS WORLD

• BUSINESS TODAY

• 4 p’s
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CHAPTER-9

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ANNEXURE
9.0 QUESTIONNAIRE
RESPONDENT INFORMATION

NAME………………………COMPANY……………………………
CONTACT NO………………………………………………………..
EMAIL I.D…………………………………………………………….

1. Are you aware of the Airtel Broadband & telephone services?

Yes No

2. Can you suggest some sales promotional technique which attracts


You?

A. Television B. Radio C. News Paper


D. Banners E. Sales Person

3. From which company you are getting Broadband & telephonic services?

A. Airtel B. Others( specify)

4. How many Broadband and telephonic connections are you using?

A.1-2 B. 2-3 C. More than 3

5. What is your monthly expenditure over your internet & telephonic


Requirement?

A. <250 B. >500 C. >1000 d. <1000

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6. Which plan/tariff you are using?

………………………………………………………………………
7. How will you rate the services of your current provider?

Company Wrost Bad Good Better Best


Airtel

MTNL

TATA

Reliance

8. When you buy broadband connection what do you look for in it?

A. High Speed B. Availability of services


C. VAS (Value added services) D. Economic calls rates
E. Downloading Volume (Unlimited)

9. If given an option to you which brand Of broadband/teleservice would


You buy and why?

SIFY because _____________________________________

AIRTEL because ___________________________________

MTNL because _____________________________________

TATA INDICOM because ____________________________

RELIANCE ________________________________________

OTHERS _________________________________________

10. Your Suggestions / any requirement please specify?

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…………………………………………………………………………

THANKS HAVE A NICE ...


9.1 TABLES
a) FACTSHEET
Name

Bharti Airtel Limited.


Business Description Provides GSM mobile services in all the 22 telecom
circles in India, and was the first private operator to
have an all India presence. Provides telemedia
services (fixed line and broadband services through
DSL) in 95 cities in India.
Established July 07, 1995, as a Public Limited Company
Proportionate Revenue Rs. 369,615 million (year ended March 31, 2009-
Audited)
Rs. 270,250 million (year ended March 31, 2008-
Audited)
As per US GAAP Accounts
Proportionate EBITDA Rs. 151,678 million (year ended March 31, 2009 -
Audited)
Rs. 113,715 million (year ended March 31, 2008 -
Audited)
As per US GAAP Accounts
Shares in Issue 1,898,239,796 as at March 31, 2009
Listings The Stock Exchange, Mumbai (BSE)
The National Stock Exchange of India Limited (NSE)
Market Capitalisation

Customer Base 93,923,248 GSM mobile and 2,726,239 Telemedia


Customers (status as on March 31, 2009)

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Operational Network Provides GSM mobile services in all the 22 telecom


circles in India, and was the first private operator to
have an all India presence.

Provides telemedia services (fixed line) in 95 cities in


India.
Registered Office Bharti Airtel Limited

(A Bharti Enterprise)

Aravali Crescent,
1, Nelson Mandela Road,
Vasant Kunj, Phase II,
New Delhi – 110 070, India

Tel.No.: +91 11 4266 6400


Fax No.: +91 11 4166 6137

b) REVENUE COMPARISION

c) NET PROFIT
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During the quarter, Airtel’s mobile subscriber base grew from 85,651,000 subscribers to
93,923,000, up 10% quarter on quarter, and a 52% growth year on year from 61,985,000 at
the end of last fiscal.

With this increase in traffic, Airtel’s ARPU has dropped from Rs 324 last quarter to Rs 305
and its average Minutes of Use has fallen by 20 minutes from last quarter.

The growth in Telemedia services (DTH, Broadband and IPTV) hasn’t still taken off,
growing just 4% to 2,226,000 at the end of March 2009, growing just 4% since the end of
December. Year on year, the company has recorded a 18% growth in Telemedia services
revenues to Rs 33,517 million.

Consolidated EBITDA margins for the quarter continued to stand at 41% at Rs 40,014 crores
like previous quarters, but has decreased by 2% from last fiscal. The company said that it
believes the EBITDA margin is sustainable. Quarter on quarter growth of EBITDA has
dropped to 1% from 7% reported in Q3.

d) OUTCOME OF THE CAMPAIGN

e)

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9.2 GRAPHS

Telemedia services posted revenues of Rs. 8585 million, contributing to 7% of


revenues. Airtel Digital, its DTH business, is ramping up at a fast rate, adding
around 5500 customers per day.

b) Net Sales(Rs. Cr)

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MARKET SHARE MAJOR PLAYERS IN


TELECOM SECTOR
BROADBAND :-

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CELLULAR :-

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CHAPTER-10

10.0 SYNOPSIS OF THE PROJECT

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It’s a thing of massive gratification for me to present this Summer Training

Project Report on the topic “ Customer Acquisition & retention of Airtel

Customer in Delhi ” Completed in an unrivaled organisation ‘AIRTEL, at

DELHI'.

In this global and competitive era all business activity needs more complex
superior and enhanced technology.

The telecom industry grows tremendously in past few years in the present
scenario the telecom industry become more consumers oriented.

Research becomes a necessary for business activity to accelerate the business in


a greater pace. Researcher shows the current position as well as strength and
weakness of an organization and product, which helps in the formation of
business plan. In the other hand opponents are waiting for us to take erroneous
decision and take advantages of the situation. We can counter their move only
through dynamic and effective tool of marketing research.

So it was a great pleasure to contribute to the dynamic field of marketing in the


telecom industry. The research work done in Saket and Rajouri Garden which
have a great significance role for organization to forecast the demand and
enhanced their position in the market. The research work shows consumer
awareness, consumer expectations, consumer top of the mind and also shows
the relationship between organization-customer, which is as important system as
nerve system in human body.

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A market research survey was carried out in Saket and Rajouri Garden using
unstructured questionnaire responded were interviewed to know are they
satisfied by the services provided by the company and demand for DEL and
DSL.

It is observed that though the price continues to be a factor, the brand image and
the efficient after sales service are becoming more important criteria for the
customer in deciding the purchase of DEL and DSL products.

Since customers are the most important asset of any organization, there is

increased emphasis on the need for understanding people in a manner to satisfy

them through quality of services. The language of the presentation is highly

communicative so that it becomes interesting and comprehensible.

This project is intended for a wide audience. It will be useful to not only the

students of management, marketing management and consumer behavior, but

also to the people in any other field and management practitioners who want to

understand and enrich their understanding of consumer trends & effectively

manage their sales.

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