A PROJECT REPORT

ON

EXPANSION OF BLACKBERRY IN RETAIL MARKET THROUGH

RETAIL AUDITING, MARKETING, RESEARCH AND SURVEY.

AT

BHARTI AIRTEL LIMITED, PUNE

BY

JYOTI MALIK

Submitted in the partial fulfillment for the award of

POST GRADUATE DIPLOMA IN BUSINESS MANAGEMENT.
(Session – 2008-2010)

: Submitted By
Jyoti Malik
Reg. No. AB073
MBA + PGDBM
EXPANSION OF BLACKBERRY IN RETAIL
MARKET THROUGH
RETAIL AUDITING, MARKETING, RESEARCH
AND SURVEY.

A report submitted to NSB School of Business,

New Delhi

Submitted To: Submitted By:

DIRECTOR (Academics) JYOTI MALIK

NSB, New Delhi ENR NO. AB073

BATCH- 2008-2010

PGDBM

NSB SCHOOL OF BUSINESS

NEW DELHI
 ACKNOWLEDGMENT

This project is an attempt to share my experience and learning during

two
months of my project with BHARTI CELLULER Ltd. In Pune. This report
would
not have been possible but for the support and guidance that I have
received for
various people at different stages of the project.
I would like to express my profound gratitude n
sincere thanks to Ms. Priyanka Sareen () for giving me this opportunity
to work
with BHARTI AIRTEL Ltd.
I also express my sincere gratitude to Mr. Tarun
Sharma and Mr. Mahesh Regundwar for guiding me through out
the project. It
indeed has given individual exposure in field work and telecom market.
I would like to express my thanks in no less
measure to my respected Mr. Manish Patel for his kind co-operation.
I would
also like to than respected Mr. Srikant bhojkar Sir, my internal
project guide for
his invaluable guidance
My deepest regard to my parents and thankful to
my friends who have been always immense source of inspiration and
support
and support to me forever .I would like to delicate to my parent and
friends,
without those co-operation this take would remained achieved
I would like to end this acknowledgement by thanking to all people at large
with whom I have interacted during the course of my traning. Without the
co-operation of the management and employees of the company this project
study would not have materialized.

Date: JYOTI MALIK

.

DECLARATION

I, JYOTI MALIK, hereby declare that this project is the record of

authentic work

carried out by use during the academic year 2007-2009 and has not
been

submitted to any other University or Institute towards the award of

any degree

Jyoti malik
 ABSTRACT
There is a need of market survey to know the awareness, demand and
services
for the product. To know the market share and awareness about the
product of
AIRTEL blackberry in Pune region also needed a deep study of its
market
segmentation and positioning.

The operation of business enterprise is becoming more and more

complicated
day by day so, it has become more essential for the management
students to
have a thorough understanding of the corporate world through
projects. Projects
convert theory to practical experience.

The project helped me in understanding the market ways and

functioning of
market and also brought about an over all improvement in my
managerial skills.
The important part of my project includes “EXPANSION OF
BLACKBERRY
IN RETAIL MARKET THROUGH RETAIL AUDITING, MARKETING
RESEARCH, and SURVEY AND PROMOTION”. The initial part of my
project
was taking effort to increase the awareness level of new product i.e.
AIRTEL
BLACK BERRY in PUNE area.
I had the privilege of intensive, in depth interaction with numerous
retailer and
customers this project is intended for the expansion of the company.
I wish to acknowledge the help rendered by all involved.
Every observation made in this study is based on responses of the
retailer and
customer, various primary as well as secondary data and their
analysis, various
findings of the project.

The objective of this project was Need Identification and Spreading

Awareness
which gives us Idea about customer requirement, marketing standing
of the
company and customer satisfaction level about the product of
company.
It is the random sampling where the universe was taken as PUNE. The
first point
is to be noted is that product awareness which is having negligible
presence is
market thus this survey is completely directed towards the aimed of
problems

Index
Chapter Subject Page No.
1. INTRODUCTORY CHAPTER 1-25
1(i) Theoretical Background of the Topic 1-3
1(ii) Objective of the Project 4
1(iii) Scope of the Project 5
1(iv) Company Profile 6-9
1(v) Product Profile 10-22
1(vi) Achievement of Blackberry 23-25

2. PROJECT DESIGN 26-31

2(i) Research Methodology 26-27
2(ii) Methodology of Data Collection For Blackberry 27-29

3. DATA ANALYSIS 32-55

4. MARKET ANALYSYS 56-66

6. RECOMMENDATION & CONCLUSION

6(i) Recommendation & Suggestion
6(ii) Conclusion
7 APPENDICES
7(i) Bibliography

THEORETICAL BACKGROUND OF THE TOPIC

RETAIL AUDIT RESEARCH
Retail audit research now account for a large proportion of total
expenditure on market research in this country. Despite this fact, the
method advantage and disadvantage and problem connected with this
fact, the method, advantage and disadvantage and problem connected
with this type of research have received little attention in print. It is the
purpose of this article to attempt to fill this gap.
The job of retail audit is to provide information for a manufacturer or
his advertising agent about sales, stock and distribution of his product
and of its competitor, in order to make estimate of regional market
trends. A manufacturer will of course, know precisely what is own Ex-
factory sales have been But unless he sells direct to the “final buyer”
he does not have always accurate
information about the actual purchaser of his product. A rise in Ex-
factory sales might be due to rise in customers demand or to increase
stock holding by wholesaler or retailer Again a manufacturer does not
always have accurate information about the distribution. stock, cover,
display etc. of his product and of course, manufacturer does not
normally know what the sales of competing product are with any
precision.

It is true that information of the type can be sending and is collected

by other means. The manufacturer own sales force will naturally collect
a good deal of such information, but it is likely to be biased,
consciously, unconsciously and it may be non-systematic in character.
It is after all, not the main function of sales too collect information of
this type

.
.
,
.
 Customer Survey

Throughout the global internet market place, customer satisfaction

surveys are often regarded as the most accurate barometer to predict
the success of a company because they directly ask about the critical
success of a business, if done effectively, Customer Satisfaction
surveys can deliver powerful incisive information and provide ways to
gain a competitive edge. Writing a Satisfaction survey can be tricky,
but it’s of paramount importance to your business or organization to
understand how satisfied customers are with your business or
organization to understand how satisfied are customer with your
service.

Here are few tips for writing a customer satisfactory survey.

 Start with the end in mind. Make sure you understand why you are
writing and
creating a customer survey and what you are going to do with the results.
How are
you going to change your process as result of these customers
Satisfaction surveys
results?

 Do not be biased in preparing questionnaire. Don’t assume that

customers love or
Hate your products. Try to gather satisfactory information without leading
the
customers either way

 Gather demographic information within your customer survey to help

segment your
Data during the analysis. You can easily gather zip code or state code
information eg.
Only a particular segment is happy with your product.

 Open ended questions (text boxes) are crucial for understanding the
satisfaction of
customers. For instances, if customer are unhappy with a particular aspect
of your
service. too many question on participant to lead him to skip answers i.e.
its leads to
incomplete survey.
 OBJECTIVES
Primary Objective:
“EXPANSION OF BLACLBERRY IN RETAIL MARKET THROUGHT RETAIL
AUDITING, MARKETING RESEARCH AND SURVEY IN REGION”

Secondary objectives:
 Promotion of Blackberry handhelds along with Airtel Close User Group
(CUG)
Postpaid plan.

 Positioning of Airtel in the market on the basis of customer replies.

 Finding the key factor, which attracts the customer towards a particular
telecom

Creating awareness among the 180 retail outlets and customers

about
blackberry company?

 To find out fastest moving brand of CUG and to locate brands odd CUG in
Pune and
PIMPARI-CHINCHWAD.

 To find out fastest moving brand of CUG and to locate the reason behind
selling of the
brand.

 Perceived strength and weakness of various brand.

 To gather information regarding customer expectation from a CUG(plan).

 Finding the customer need and budget for Blackberry Handhelds and
monthly retails.

 SWOT analysis of CUG, budget and Blackberry of Bharti Cellular Ltd.

 The project involves an intensive survey of the market. As such the key
factor deriving
Particular company was revealed.

Scope of This Project

Retail auditing research now account for a large proportion of total

expenditure on Market Research in this country. Despite this fact, the
method advantage and
disadvantage and Problem connected with this type of received little
attention in print. It is the purpose of this project is to fill this gap. The
job of retail audit is to provide information for a manufacturer or his
advertising agent about sales, stock and distribution of his product and
of its competitor, in order to make estimate of regional market trends.
Throughout the Global Internet market place, customer Satisfaction
surveys are often regarded as the most accurate barometers to predict
the success of a company because they directly because they directly
ask about the critical success of a business, if done effectively,
Customer Satisfaction surveys can deliver powerful incisive information
and provide ways to gain a competitive edge. A manufacturer will of
course, know precisely what is own Ex-factory sales have been. But
unless he sells direct to the “final buyer” he does not have always
accurate information about the actual purchaser of his product. A rise
in Ex-factory sales might be due to rise in customers demand or to
increase stock holding by wholesaler or retailer. Again a manufacturer
does not always have accurate information about the distribution,
stock, cover, display etc. of his product and of course, manufacturer
does not normally know what the sales of competing product are with
any precision.
It helps to prevent retail sector crime. The prevalence of crime in retail
sector is higher then foe resident and multiple victimization is
common. Shop and store have major exposure to eternal crime such as
theft, burglary, robbery and threats, and violence to staff, internal
crime, such as fraud and theft risk, as does the type of neighborhood
where it is situated. Expenditure on security measure is high, but
evaluated and published account rare.

COMPANY PROFILE

Airtel came from Bharti Tele Venture Ltd. in which Bharti Enterprise
holds a 35.5% stake, which is the leading service provider in the field
of telecom business. Airtel launches its services in Delhi on 14
November 1995.
It has at present over 69.2 millions of customers in its thirteen years of
pursuit of great customer satisfaction. Airtel has Redefined the
business through marketing of new generation value added services
and the highest standards of customer care.

AIRTEL HAS CONSISTENTLY SET THE BENCHMARK FOR THE

INDIAN CELLULAR INDUSTRY TO FOLLOW.

 First to launch cellular services in Delhi on November 1995.

 First operator to revolutionize the concept of retailing with the
 inauguration of AIRTEL connect (exclusive showroom) in 1995.
 First to expand its network with the installation for second mobile
switching centre in APRIL 1997 and first in Delhi to introduce the
intelligent network platform.
 First to provide Roaming Network facility in USA. It gives mobile
roaming across 38 partner’s networks and above 900 cities.
 Moreover roaming across international destination in 119 countries
USA, CANADA, UK, etc with 284 partner networks.

Vision:
Our vision and promise By 1010 Airtel will be most admired brand in
India:

 Loved by more customers.

 Targeted by top talents.

 Benchmarked by more businesses.

 “We at Airtel always think in fresh and innovative ways about the needs of
our
customers and how we want them to feel.

Mission:

We will meet the mobile communication needs of our customer

through
 Error free service delivery.

 Innovative products and services.

 Cost efficiency.

 Unified messaging solution

BHARTI VALUE

Innovation
We will generate and implement entrepreneurial and innovative ideas.
This will continuously create new growth engines.

Performance Culture
We benchmark our process and performance against world class
standards. We distinguish between performer and non-performer by
valuing achievement at the individual level as well as time level. Our is
a culture Of inclusively where feedback, learning and Ideas actively
encouraged, sought and acted upon.

Customer first
We are committed for delivering services beyond the experience of the
customer. Our quality of customer responsiveness clearly differentiates
us from others.

Responsible Corporate Citizen

We are committed to making a positive and proactive contribution to
the
community. As a responsible corporate citizen we will contribute to and
hide by
environmental and legal norms.

Awards
Consecutively for four years 1997, 1998, 1999, and 2000, Airtel has
been
voted as best cellular service in the country and won the mot coveted
award The Asia
pacific award for most innovative HR PRACTICE 2000.

 THE GOLDEN PEACOCK NATIONAL TRAINING AWARD for excellence

in
training practices.
 The Golden Peacock National Award -2001
 BLC is the first mobile communication service provider in India to be
certified
For ISO 90001:2000 and 1st in world certified by BRITISH STANDARDS
INSTITUTION FOR MOBILE COMMUNICATION.
 BHARTI TEL-VENTURE amongst top three companies in the last ET
top 500
Companies Ranking.
 Bharti Tele-venture is the “INDIAN MOBILE OPERATOR OF THE YEA
2005”
 Sunil Bharti Mittal.CMD, Bharti Enterprises is the ERNST and Young
Entrepreneur of the year2004.
 Bharti has been adjudged as the Indian’s second BEST employer by
HEWITT
ASSOCIATIONS.
 Blackberry launches Airtel unveils another first in Global business
mobile
communication with the launches of blackberry the most instant e-
mail mobile
innovative services.
BHARTI ENTREPRISE
BHARTI
ENTERPRISES
Product Profile

Why Blackberry?
Bharti
Teletech
Bharti Tele-
Venture
Bharti Global Bharti
Healthcare
Bharti
Foundation
Bharti
InfoTech Mobility Leader InfoTech Leader
Cellular Service
Fixed Line
Services
Broad band
Services
Long Distance
Work doesn’t stop when you are out of the office. Things move quickly
in the business arena and if you need to make quick, informed
decisions while out of the office, choose blackberry. Thousands of
business customers around the world use Blackberry a complete
mobile email solution that allows you to send and receive email
wherever you are. There’s no need for a laptop to view your emails, no
need for affixed phone line, and no need of logon- they ‘re
automatically’ pushed straight to your blackberry handheld.
Blackberry integrates seamlessly with your corporate email account
offering a simple and secure way to communication using GPRS.

Blackberry, Wireless emailing redefined.

►Blackberry is leading connectivity solutions keep you in the loop
with push-based technology providing access application on a wireless
device .to a wide range of

►Blackberry is complete easy to use integrated phone, SMS browser

and Organizer application for managing information and
communications from a single, integrated device.

►Founded in 1984 and based in Waterloo Research in Motion

(RIM) is a leading designer, manufacturer and marketer of
Blackberry that is wireless solutions for the world wide mobile
communication market.
►Blackberry is available for enterprise and government
organization, as well as individual professional. Blackberry gives
you the freedom to stay in touch with your work at home with
access to multiple supported corporate and personal email
account from a single device.

EMAILS ON THE MOVE

JUST GOT EASIER

Key features and benefits of Blackberry:

► Single Integrated device for data and voice needs.

► Accessing existing emails and browser Internet wireless.
► Integrated phone, SMS, Browser and organizer applications.
► View email attachment in popular document formats.
► Blackberry “push” technology means entire email delivered
automatically.
► Advance security for enterprise and Govt. Organization.
► Global address lookup.
► Wireless Calendar synchronization.
► Bluetooth technology.
►Excellent Battery Life (5 hours Talk time / 25 days stand by)
►Advance calls log, QWERTY Keyboard, and High Resolution Screen.
►Speaker phone, polyphonic / mp3 ring tones.
►Centralized management and support.
►Sleek and stylish handset.
►Integration with an existing IPS Email account.
►Open personalized Email-Id.
User@airtel.blackberry.com
►Integrate 9 new POP3 / IPS enable corporate or Internet mail accounts
with Blackberry handhelds.

CUG 2 SME (CLOSE USER GROUP 2 SMALL AND MEDIUM

ENTERPRISE)
Efficiency of an Organization depends on its right decision at right
decision at right time. In today’s corporate world each and every
decision taken y the top management people play an important role in
the growth of any organization. For better decision making top cadre
individuals need to have a better communication among them selves.
If thee is a communication Gap miscommunication arises among the
top management the chance of
taking wrong decision would increases. With an aim to help all
organizations for
increasing the efficiency by taking right decision AIRTEL has came up
with CUG plans. Where the top management employees can
constantly be in touch with each other at less tariff charge. In pune
AIRTEL is strictly. Targeting on small and medium Enterprise. Because
there is a huge customer base situated in this segment.

SMF segment allows the following org:

►Builders and Contractors Group

►Engineering Co.
►Treading Co.
►Travel Agents
►IT & ITES (BPO)
►Media and Advertising Co.
►Educational & Tutorial Institutes
►Publication Co.

Blackberry Devices or Handhelds:

One can choose from a range of Blackberry Handhelds and
Blackberry Connect
according to their need AIRTEL offers you a range of devices to
choose from to access
Blackberry services. Those are: 8100 Pearl

Features:
1 Thinner than a Razor, Shorter than a Silver and lighter than both
(only 89
 grams).
2 Largest battery in class.
3 Fastest processor (312 MHz) Intel Strong-Arm).
4 Most Innovative user interface.
5 Smallest QWERTY keyboard.
6 Brighter, higher resolution new generation display.
7 Mega Pixel camera, SD memory, multimedia and speaker phone.

8300 Curve

Features:
1. 35 key backlit QWERTY keyboard.
2. Process Intel PXA901 at 312 MHz.
3. Bluetooth v2.0 hands-free headset and car kit support.
4. High resolution 320x240 color LCD display supporting over 65,000
colors.
5. Polyphonic and MP3 ring tones to jazz up your handset.
6. Great battery performance with up to 16 days (384 hours) standby
and 4 hours talk
time.
7. 64 MB of FLASH memory.
8. Dedicated Send, End, Convenience, Power and Mute keys.
9. Quad-band network support.
10. GSM™/GPRS and EDGE network.
8700 g

Features:
1. 35 key backlit QWERTY keyboard.
2. Process Intel PXA901 at 312 MHz.
3. Bluetooth v2.0 hands-free headset and car kit support.
4. High resolution 320x240 color LCD display supporting over 65,000
colors.
5. Polyphonic and MP3 ring tones to jazz up your handset.
6. Great battery performance with up to 16 days (384 hours) standby
and 4 hours
talk time.
7. 64 MB of FLASH memory.
8. Dedicated Send, End, Convenience, Power and Mute keys.
9. Quad-band network support
10. GSM™/GPRS and EDGE network.

8800.

Features:
1 Size App. 4.49”×2.60”×0.55/114mm×66mm×14mm.
2 64 MB flash memory.
3 Battery: Stand by time: 528hours (22days).Talk time: 300 minutes
(5hrs.)
4 Keyboard: 35 key, backlit QWERTY keyboard.
5 Media player 8.
6 Transfer files via USB and Bluetooth Fun 'n Stuff Blackberry®
Authentic
Accessories 9.
7 Use it with the BlackBerry Enterprise Solution.
8 GSM™/GPRS and EDGE network.
9 Polyphonic and MP3 ring tones to jazz up your
Handset.
8820
Features:
1. The Blackberry 8820 is the stylish way to get things done with Wi-Fi
802.11b/g
& 802.11a it packed with powerful capabilities.
2. Built in GPS facility & Flash memory of 64MB.
3. Online Purchase through India times & Rediff.
4. Password protection and Keyboard lock.
5. Support for Triples DES & AES encryption when integrated with
Blackberry
Enterprise Server.
6. Headset, Hands-free and serial port supported.
7. Size: length- 4.49”/ 114mm, Width-2.60”/66mm, Depth- 0.55”/14mm
&
Weigth-4.73 oz/ 134g.
8. Battery: Standard time-528 hours or 22 days.
9. Polyphonic & MP3 Ring tones.
10. Media Player 8 & HTML Browsing.
11. Organizer: Calendar, memo pad and task list. Integrated address
book and
Desktop PIM synchronization via USB.

Blackberry connect handhelds:

As we know blackberry is not only product it is the kind of services so
you can choose from a range of Blackberry Handhelds and Blackberry
connect device according to the need. Airtel offers you a range of
device to choose from access Blackberry Service.

Nokia 9500 Nokia E 61/61i Nokia E 62

 ACHIVEMENT OF BLACKBERRY

Law Technology News 2004 Technology Award:

For the second year in a row, Blackberry wireless technology award for
wireless technology. Readers selected Blackberry as the wireless as
the wireless solution
of choice for the legal industry.

Defamation's Product of the year:

The Blackberry 7100 was named defamation’s Product of the year,

receiving 85% of reader’s votes in the handheld device category. The
product of the year recognizes the best product in enterprise
technology and is voted upon by Defamation’s reader.

PC world’s Editor Pick:

In February 2005 the blackberry 7100 won pc world’s
Editor’s Pick Award. Earning 4 out of a possible 5 star.

Mobile Trax Mobility Award:

The blackberry 7100T received Mobile Trax’s Mobility Award for
handheld. The 2005 Mobility Awards honor the best and finest Mobile
computing and wireless data communication products and services
that were introduced in 2004.

Digital Word Innovation Award:

In February 2005 the Blackberry 7100 received the Digital World
Innovation Award. The Digital World Innovation award honor trend
setting product that possess unique qualities that break the
Boundaries of the computer and consumer electronics worlds with
envelope-pushing design and function while also setting the standard
for innovation.

Shoppers Choice Awards 2004:

The Blackberry 7510 was name best wireless communication Devices
in Computer Shopper magazine’s annual Shopper’s Choice Award. The
Shopper’s Choice Award is voted upon by the magazine’s reader and
recognizes the top products, services and store of the year.

CRN: Product of the year:

The Blackberry 7100T was featured in CRN’s 2004 Product of the year
Award listing, receiving honor for best handheld device. Award winner
are based on the editors’ reviews through out the year and are chosen
for their technological innovation.

PC Magazine’s best of the Year:

The editors of PC Magazine included the Blackberry
7100T in its best of the year list which feature the top 100 favorite
products released in
2004. The Blackberry 7100T was named the best smart phones (with
key board) in the mobile category.

Business Week’s Best Product of 2004:

The Blackberry 7100T was featured on Business Week’s Best Products
of 2004. The Annual Best Products roundup honors innovation in
consumer products.

Baig’s Best Award:

The blackberry 7100T was named one of the best products in 2004 by
USA today columnist Ed Baig. Baig’s Best Awards are based on the
columnist’s product reviews through out the year and recognize
innovation in consumer technology.

PC Magazine Editors’ Choice Award:

PC Magazine awarded the Blackberry 7100T with the “Best in Show”
award in the phone category. The Blackberry 7100T was selected
among more than 100 exhibitors at Digital Life Showcasing thousand
of consumer’s electronics products.

PC Magazine Editors, Choice Award:

In September 2004, the Blackberry 7100 device won PC Magazine’s
“Editors’ Choice Award”

LAPTOP Editor’s Choice Award:

In July 2004, the Blackberry 7200 series won the “LAPTOP Editor’
Choice Award” as featured in the “Anytime, Anywhere E-mail” article in
the July issue of LAPTOP magazine.

Best Magazine Award:

In March 2004, the blackberry 7230 won the “Mobile Phone
Multifunction” Category for the best Magazine Awards. The Best
Magazine Award
honors the top companies and product driving the wireless industry.

Best New Technology Award:

In the March the 2004 the Blackberry 7510 won the BestNew
Technology Award in Government News’ Handheld Client category.

International Steve Award:

In March 2004, the Blackberry 7230 won the InternationalSteve Award
in the Best New Product or Services category. The International
BusinessAward in the first global, all encompassing business award.
Programming honoring great
performance in the workplace. The award recognizes outstanding
leadership, innovation,perseverance, creativity, teamwork, and
integrity through more than 40 categories.

Msd2d People Security Choice Award:

In February 2004, the Blackberry wireless solution won the MSD2D
People Security Choice Award in the wireless category. The People
Choice Awards recognize the best product and companies in the
security industry and are voted upon by users, making for a true
“People Choice” win.

Law Technology News Award:

In February 2004, the Blackberry wireless solution won the law
Technology News Award. Blackberry was voted-1 in Wireless
Technology Category by reader of Law Technology News.

CNET Editor’s Choice Award:

In January 2004, the Blackberry 7280 won the coveted CNET Editors’
Choice Award. This award recognizes outstanding computing and
electronic products that represent the best available choice for quality,
performance.
 RESEARCH METHODOLOGY

INTRODUCTION

Marketing research is often concerned with the behaviors of

the consumer in the respect marketing research have drawn
heavily on the behavioral.Sciences such a psychology and
sociology in fact the contribution of the science to marketing
research have been very significant especially with regard to
two aspect.
1. The research technique used by psychology and they
have amply usedsociologists being of considerable
relevance to marketing researchers.
2. The concept and the theories of these behavioral sciences
are also
proved to be relevant to market researcher.

Instrument Used:
The instrument used for the survey purpose was
questionnaire. In order to achieve the research objective,
questionnaire were designed for survey of data collection.

Field Work:
This part of survey comprise of meeting various retail store
in Pune and to get feedback about the service rendered by
them through

Airtel.
Specification about using and about there future
requirement. Therefore it was decided that the customer
would only be visited with an appointment, so every time for
interviewing a customer, customer prior appointment was
taken.

Research Methodology of Airtel Blackberry

The research falls under the category of descriptive
research.

Descriptive
research includes survey and fact finding enquires of
different kind.The method or research utilized in this project
was survey method. The research assignment focus aimed
at gathering some basic, yet vital information of current and
potential customer profiling of Airtel Blackberry product in
Pune region. A questionnaire was design keeping in the view
the objective of the research with the sample size of around
750 respondents as well as 180 Retail Outlet.

SOURSES OF DATA:
Data collection is an elaborated process in which the
researcher makes a plan of all relevance data. Data is the
foundation of marketing research. It is raw material with
which a market researcher functions. Knowing the aims and
objective of research, we need
to collect data that can be collected by various methods.
Generally there are two types of data.

A) Primary Data.
B) Secondary Data.

Questionnaire:
This was the most popular method for conducting the
survey. It helped in collecting the information from the
framed question, to get maximum necessary data for
research. While designing the questionnaire, following
aspect were considered.

Type of information to be collected:

1) Phrasing of the questionnaire.
2) Order or sequence of the question.
3) Number of question to be asked.
4) Lay out of the questionnaire.

The question helped in various ways:

1) Respondent had adequate time to give well thought
answer.
2) Queries of the respondent that could be answered
regarding a
Particular product or some question that were there in the
questionnaire
3) Through informal discussion, much more information
could be
obtained from.

Along with these merit, there were certain demerits

like:
1) There was some ambiguous reply to certain question.
2) Certain respondent were not co-operative to answer few
question.

Tools for collecting primary information about Airtel

Blackberry
customer:
The questionnaire based on the above factor would design
for the discussion with the customer having Airtel connection
and I interviewed about 750 customers from different parts
of Pune city.The type of questionnaire followed can be seen
in the annexure at the end of this project report. In order to
know the actual level of customer satisfaction of Airtel
personally conducted interview and filled questionnaire. Due
to which I observed whether the customer are interested in
the buying Airtel device.

Object of different question of the questionnaire

The questionnaire was prepared for the purpose of finding
out different service provided by the Airtel and used by the
customer. For this purpose only, the questionnaire was made
short, as lengthy questionnaire are always time consuming
and creates doubts in the customer’s mind. The first
questionnaire was questionnaire was related to personal
information and the purpose to established good report with
them. The object of few questions like permanent address,
sources of income, which service are they looking while
buying the hand set, how frequently they surf the web and
there profession.
Lastly with the best of my knowledge and ability, I have
recommended them to use the handset provided by Airtel,
which would match their personality and requirement. The
basic objective of study is to know about the requirement of
the requirement of the customer.

Tools for collecting primary information and

secondary information of Airtel Retail Shop

Primary Data:
The questionnaire was initially prepared and a pilot survey at
Pune city. Based on the pilot survey, changes were made in
the questionnaire. Visiting the 180 Airtel Retail Shop filled
and fresh questionnaire at different time.

Secondary Data:
Any data that has been gathered earlier from some other
then questionnaire
is secondary data.

LIMITATIONS OF THE STUDY

 Every study conducted may have certain shortcoming
unfortunately ours is also a similar case. A few errors have
crept in
despite our effort to avoid them but it is expected that still
our study
and finding are very much relevant.
 An error may have been due to the sample taken not
conforming to
the actual population: this is because the sample is a
convenience
sample.
 Personal bias or error of the interviewer might also have
crept in;
some cases, while interpreting the respondent.
 Certain questions which are not properly responded by
responders.
 Some of the respondents have not responded totally.
 Due to time constraint could not cover entire out side
skirts, in term of
retail auditing and marketing research and survey.
 Convincing the customer was tough and hence extract
vital
information from as when being told that I am a summer
trainee, the
response would be no or would be that the executive officer
was out
of office and being the assistant of him, he was of no help.
 Some customers were least interested in answering the
question asked,
and in turn gave out wrong information.
 Afternoon time was very dull as many of clients were not
available in
the office, from 01:00 p.m. to 04:00 p.m. this slowed
 down the data collection process.