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With reference to
Submitted in partial fulfillment of the requirements For the award of the degree of
Bachelor of Business Administration (BBA)
Guru Gobind Singh Indraprastha University, Delhi
Submitted To: Faculty Guide: Ms Mona goel
Submitted By :Pulkit punjani Roll No.:0772131708
TECNIA INSTITUTE OF ADVANCED STUDIES INSTITUTIONAL AREA, MADHUBAN CHOWK, ROHINI, DELHI- 110085 Batch (2008-2011)
S No 1 2 3 4 5 6 7 8 9 10 11 12 Certificate (s) Acknowledgements Executive Summary List of Tables List of Figures List of Abbreviations Chapter-1: Introduction Chapter-2: Data Reduction & Presentation Chapter-3: Data Analysis Chapter-4: Summary and Conclusions References/Bibliography Appendices/Questionnaire Topic Page No -
I, MR. PULKIT PUNJANI, Roll No. 0772131708 certify that the Project Report/Dissertation (BBA-310) entitled“A STUDY ON Brand Awareness With reference to “AIRTEL” is done by me and it is an authentic work carried out by me at TECNIA INSTITUTE OF ADVANCED STUDIES. The matter embodied in this project work has not been submitted earlier for the award of any degree or diploma to the best of my knowledge and belief.
Signature of the Student Date:
Certified that the Project Report/Dissertation (BBA-310) entitled “A STUDY ON
Brand Awareness With reference to “AIRTEL” done by Mr PULKIT
PUNJANI , Roll No.0772131708, is completed under my guidance.
Signature of the Guide Date: Name of the Guide: Designation: Address: Tecnia Institute of Advanced Studies, New Delhi Countersigned
I would like to take this opportunity to thank all those people, without whose cooperation and support, this study would not have been possible. First and foremost, I would like to express my gratitude to MS MONA GOEL, Tecnia Institute of Advanced Studies for his guidance, encouragement and patience. I am thankful to all the AIRTEL staff who spend their valuable and precious time and responded me without them I could not complete this project. I would like to thank my family and friends for their support, encouragement, cooperation and suggestions have helped me in successful completion of this project.
Page No . 4 Showing the awareness about airtel services. 7 Showing number of respondents satisfied with the network coverage 8 9 10 Showing the rating for the value added services. 5 6 Showing the interested user of airtel in future.LIST OF FIGURES Figure No 1 2 Showing occupations of the respondents. Showing number of respondents with satisfies customers Showing rating for the call charges Showing number of respondents who has used airtel connection before Title Showing number of respondents using the kind of service. 3 Showing factors to be considered while purchasing.
5 6 Showing the interested user of airtel in future.LIST OF TABLES Table No 1 2 Showing occupations of the respondents. 4 Showing the awareness about airtel services. 3 Showing factors to be considered while purchasing. Showing number of respondents with satisfies customers Showing rating for the call charges Showing number of respondents who has used airtel connection before Title Showing number of respondents using the kind of service. 7 Showing number of respondents satisfied with the network coverage 8 9 10 Showing the rating for the value added services. Page No .
Frequency division multiple access. Code division multiple access.ABBREVIATIONS S. Digital video disk. Electronic bay Public switch telephone network.No 1 2 3 4 5 6 7 8 Abbreviated Name TDMA FDMA CEO E-BAY PSTN CDMA GSM DVD Full Name Time division multiple access. Chief executive officer. Global system for mobile. .
communicating. At present the urgency is for increased marketing and not merely for increase in production. Marketing is an organizational function and a set of processes for creating. Modern marketing starts and ends with the consumer. It has been aptly remarked. This alone shows the importance of marketing as a potential force that commands high significance for society as a whole. Modem marketing is the guiding element of business.Chapter-I: INTRODUCTION Company profile Marketing deals with identifying and meeting human and social needs. One of the shortest definitions of Marketing is “Meeting needs profitably. When eBay recognized that people were unable to locate some of the items they desired most and created an online auction clearing house as when IDEA noticed that people wanted good furniture of a substantially lower price and created knock-down furniture. . and delivering value to customers and for managing customer relations in ways that benefit the organization and its stoke holders. Four Basic Features of Modern Marketing Modern marketing is consumer oriented. Modern marketing precedes and succeeds production. Importance of marketing: A high level of marketing activity is a prerequisite for a high level economic activity. "Nothing happens until somebody sells something.
But a brand is an even more complex symbol. well-engineered. In essence. durable. or design. The attribute "durable" could translate into functional benefit "I won't have to buy another car for several years". A brand is essentially seller's promise to deliver a specific set of features. maintain. It can convey up to six levels of meaning: 1. wellbuilt. It can be a name. or other symbol. protect and enhance brands.What Is a Brand? Perhaps the most distinctive skill of professional marketers is their ability to create. which have expiration dates. . benefits. Benefits: Attributes must be translated into functional and emotional benefits. or a combination of them. symbol. the seller is granted exclusive rights to the use of the brand name in perpetuinity. The brands convey a warranty of quality. intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. Under trademark law. sign. high-prestige automobiles. term. The American Marketing Association defines a brand as follows: A brand is a name. logo. a brand identifies the seller or maker. 2. trademark. Attributes: A brand brings to mind certain attributes. Marketers say that "branding is the art and cornerstone of marketing. and services consistently to the buyers. Brands differ from other assets such as patents and copyrights. The attribute "expensive" translates into the emotional benefit “the car makes me feel important and admires. Values: The brand also says something about the producer's values Mercedes stands for high performance. Mercedes suggests expensive. safety and prestige.' 3.
was everything. It's about the total customer experience.4. “That’s not a branding program. Personality: The brand can project a certain personality. Pat Harpell saw it up close as the CEO of Harpell Inc. not a 20-year-old secretary. high quality. or an austere place (object)." she says. Massachusetts. BRAND AWARENESS Brand. many entrepreneurs have called on her to create branding programs." says Kelly Dixon. co-author of the study and director of e-branding at Accenture in Chicago. efficient. Image. . Mercedes may suggest a nononsense boss (person). without giving consumers a reason to buy. "Basic business principles fell apart. 5."' Branding turned into a game of being seen for the sake of being seen. as they say." Brand Awareness: In developing brand. catches all word of the New Economy. and she could see that old-fashioned branding strategies had gone astray. that's a logo.. "Branding is about more than the sock puppet. It suggested all a company needed succeed was awareness. 6. a reigning lion (animal). the hip. The Mercedes represents culture: organized. Med stat helps healthcare providers strengthen their brand awareness efforts with those customers likely to use their service as well as determine the most effective media for communicating their brand value to the target audience based on lifestyle and media preference. Culture: German The brand may represent a certain culture. Over the past few years. "Companies haven't focused on the entire package. We would expect to see a 55-year-old top executive behind the wheel of a Mercedes. it is important to design communication messages that reflect the brand's unique value for specific audiences. User: The brand suggests the kind of consumer who buys or uses the product. an integrated marketing firm in Maynard.
online PR. Promotional marketing involving a one-to-one component is proving increasingly effective at building trust and acquiring new customers. if potential customers do not know about a company. development. etc. These online brand awareness strategies can include the use of advertising including banners. affiliate marketing. This is why it is necessary to build brand awareness strategies out by instilling trust among consumers. Consumers tend to make purchasing decisions based on peer recommendations and direct experience. deployment and evolution of the GSM standards for digital wireless communications. The GSM association was formed as a result of a European community agreement on the need to adopt common standards suitable for cross border European mobile communications. the group special mobile as it was then called. they will not purchase from it. in cost-effective manner as possible. sponsorships. albeit. Mobile telephones have become a business/economy. Quite simply.DEFINITION: u The act of creating public awareness of a specific brand in order to maximize its recognition. and email/newsletter advertising. successful brand awareness strategies should define a company's uniqueness and set it apart from competitors". Thus trust must be achieved through credibility. Therefore. The most prevalent wireless standard in the world today is GSM. Online brand awareness strategies are used frequently. one of the preeminent goals of any business should be to build brand awareness. rather than just a catchy advertising campaign. as well as traditional advertising methods. WIRELESS MEDIA Cellular Telephony:The technology that gives a person the power to communicate anytime anywhere has spawned an entire industry in mobile telecommunications. albeit with differing levels of success. The GSM association (Global System for Mobile Communication) was instituted in 1987 to promote and expedite the adoption. soon came to represent the global system for mobile . Starting of primarily as a European standard.
CELL PHONES An Overview It is common knowledge that cellular phone? (Referred to as "cell'' phones from here on) are wireless phones. especially in metropolitan areas. made a landmark decision to introduce the GSM standard. Although cellular licenses were made technology neutral in September 1999. Specifically it is not the cost of the device that counts. cellular companies are looking for ways to bring down the call cost to attain even higher market penetration. cellular phones are truly consumer electronics devices with over 75 million subscribers. Today. more than ever. They are now incredibly cost sensitive. As a result.communication as it achieved the status of a world wide standard. Traditionally cellular phones remained out of hands of most consumers due to their high cost. many of us have confusion about how a cell phone works. cell phone carriers have invested time and resources into finding ways to give the systems higher capacity and thus lower cost. CELLULAR WORLD Cellular telephones have revolutionized the communications arena. The new licenses for the 4'1 cellular licenses that were awarded in July 2001 too. Cell systems are benefiting from this research and starting to develop into large-scale consumer products. all the private operators are presently offering only GSM based mobile services. leap fogging obsolescent technologies/standards. but the cost of using the device. The Indian government when considering the introduction of cellular services into the country. Today.5% of the global digital wireless market. . GRM is today. redefining how we perceive voice communications. however. have opted for GSM technology to offer their mobile services. Since cell phones have ceased to be an exclusive status symbol of high-powered lawyers and are now in the hands of million of consumers. the world’s leading digital standard accounting for 68.
depending on system). This call now takes a wireless channel as well as PSTN channel that will be held open until the call is completed. the cell Phone sends a message to the tower. cell phone systems are made up of many small "cells". the cell sites . This channel cannot be used for anyone else's call until the cell phone call is discontinued. When the user wants to make a call. The concept of cells is key behind the success of cell phones because by spacing many cells fairly close to each other. a device called a "switch" patches the cell phone's signal throughout to a channel on (he "Public Switched Telephone Network"(other\vise known as P S T N). Since the cell phones may broadcast at low power levels. the cell phones may broadcast at very low power levels (typically 200m\V 1W. Cells are typically spaced around 1-2 miles apart but can be spaced up to 20 miles apart in rural areas. and thus are able to tit in a shirt pocket. cell phones use high-frequency radio signals to communicate with "cell towers" located throughout the calling area. If to the tower has sufficient resources to grant the request. The above simple description of how ceil phones work. Essentially. they use small transmitters and small batteries. CELLULAR PHONES As the name implies. Each cell in a cell phone system represents the area served by one cell phone tower. Cell phones communicate in the frequency range of 806-890 MHz and 1850-1990 MHz for the newly allocated "PCS" frequency range. asking to be connected to a given telephone number. In loaded areas with many obstacles (such as tall buildings). unlike amateur radios can occupy a tabletop. we will add technical details about various facets of cell phone systems throughout the remainder of this section.
FDMA systems arc least efficient cellular system since each wasted analog channel can only used by one user at a time. it is easy to see why FDMA is being replaced by newer digital techniques. the information is recovered using a Band Pass Piker. Given these shortcomings . it reserves the frequency channel for the entire duration of the call. in many channels. but they are also whenever there is silence during the cell phone conversation. require closer cell spacing due to their higher frequency and lower power operation.may be spaced closer together. The phone uses a common digital control channel to acquire channels.The voice data is modulated into this channel frequency band (using frequency modulation) and sent over the airwaves. Since Digital compression allows voice to be sent at . buildings interfere with cell signals coming from outside so many buildings have their own "micro cell1'. each channel is 30 KHz. FDMA FDMA stands for "frequency division multiple access1' and though it could be used for digital systems. FDMA splits the allocated spectrum. Given the nature of the signal. In current analog cell systems. is exclusively used on all analog cellular systems. analog cell phones must use higher po\ver(between 0 and 3 watts) to get acceptable call quality. When a FDMA cell phone establishes a call. In fact. Micro cells may also be used to increase overall capacity within a heavily populated area such as city's core downtown area. At the receiver. The Kingdome and New York subway are two examples of where micro cells are used. some technologies. not only are those channels larger than necessary given modern digital voice compression. Additionally. Essentially. homes may have "Pico cells'' connected to the home's PSTN connection to allow the eel] phone to be used as a cordless phone. TDMA TDMA stands for "time division multiple access". like PCS. TDMA builds on FDMA by dividing conversations by frequency and time. Analog signals are also especially susceptible to noise and there is no way to filter it out.
the channel/timeslot pair belongs to the phone tor the duration of the call. CDMA has been likened to a party. TDMA fits three digital conversations into FDMA channel(which is 30 KHz) by sampling a persons voice for say 30 million seconds. spreads across the whole spectrum (12. the system is able to offer 3 timeslots per channel in a round-robin fashion. it is still somewhat inefficient since it has no flexibility for varying digital rates( high quality voice.5MHz for traditional cellular or 60MHz in PCS cellular). pager traffic) and has no accommodations for silence in a telephone conversation." . then they can be understood. TDMA phones need only broadcast at 600 milliwatts. with a unique code(called a pseudo-noise code) that makes it distinguishable from the other calls in the frequency spectrum. While TDMA is good digital system. This technique allows compatibility with FDMA while enabling digital services and easily boosting system capacity by three times. CDMA CDMA stands for "Coded Division Multiplexed Access11 and is both the most interesting and the harden ro implement multiplexing method. the noise level will be low enough to recover the digital signal. everything else appears to be low-level noise. when everyone talks at once. in the digital domain. As long as there is sufficient separation between the codes (said to be mutually orthogonal). upon extracting the signal. A digital control channel provides synchronization functionally as well as adding voice mail and message notification. in fact. TDMA also requires strict signaling and timeslot by synchronization. In other words . Due to the digital signal . Using a correlation calculation and the code the call was encoded with. but instead encodes each call as a coded sequence across the entire frequency spectrum. if everyone speaks a different language. low quality voice. A CDMA system hay no channels.well under 10 kilobits per second(equivalent to 10 KHz). however. once a call is initiated. Each signal is not. then transmitting it in 10 milliseconds. From the perspective of one call. Each conversation is modulated. but is spread across 1. the digital audio signal can be extracted from the other signals being broadcast by other phones on the network.25MHz "pass-bands. no one can understand.
To compare with the other systems. Since the GSM timeslots are smaller than TDMA." GSM is mostly a European system and \is largely unused in the US. When a call is inactive (silence) or may be compressed more. calls do "frequency hopping" in GSM. To facilitate filling in gaps left by unused timeslots.GSM: GSM stands for "Global System for Mobile Communication. they hold less date but allow for data rates starting at 300 bits per second. An opinion survey with the help of questionnaire was conducted to know the users' view on the services provided by Airtel with special emphasis on the other cellular users. is should be noted that GSM requires 1 Watt of output power from the phone. ii) OBJECTIVE OF THE STUDY The study was conducted to know the brand awareness regarding Airtel cellular providers from the customers of different cellular service providers. This means that calls will jump between channels is used to communicate the frequency hopping and other information between the cell tower and the phone. GSM keeps the idea of timeslots and frequency channels. fewer timeslots are used. a call can use many timeslots as necessary up to a limit of 13 kilobits per second. but corrects several major shortcomings.The study was also done to estimate the performance of the Airtel mobiles with the other cellular service providers. Thus. He study totally revolves around the opinions and feed back from the users. and to whether the customers know about different services provided by the Airtel mobiles. GSM is interesting in that is uses a modified -and far more efficient version of TDMA.Understanding the level of customer satisfaction with : Reference to Airtel Coverage Call centers Billing .
8. customers of other cellular service . To collect the suggestions and complaints of providers. To find the awareness strategies of the Airtel brand. 3. To understand the concept of Brand Awareness of Airtel Cellular. To find out the reasons for the retention of the Airtel customers. 9.1. 5. To know the customer preferences. 7. 4. 2. To understand the problems of mobile customers. To study the basic need of the customer for switching from one Cell Company to another. To compare the service of “Airtel” with that of the other market players. To know how many cellular users know about the services provided by Airtel. 6.
Simple random sampling: This type of sampling also known as chance sampling or probability sampling. Periodicals and other published magazines are included in the study. Journals. has the sample probability of being selected.in"'. businessmen and employees. which contains different categories of consumers like students. Sampling Deliberate sampling: Deliberate sampling is known as purposive or non-probability sampling. Where each and every item in population has an equal chance of inclusion in this sample and each one of the possible sample. When population elements are selected for inclusion in the sample on the basis of access it can be called convenience sample.co. Secondary Data: The secondary data comprises of various Books. .iii) RESEARCH METHODOLOGY METHODOLOGY This study is done using the following primary and secondary data: Primary Data: The primary data was collected by a market survey in Visakhapatnam. which represents a universe. Data was also collected from the company's records and from the websites "www. in case of finite universe. Questionnaire was prepared and administrated by taking a sample of 100 consumers. Sampling of this type is known as systematic sampling. every 10th house on one side of house of street and so on. Systematic sampling: In some instances the most practical way of sampling is to select every 15th name of list.Airtel. This sampling method involves purposive or deliberate selection of particular units of the universe for constituting a sample.
Cluster and area wise sampling: Cluster sampling involves grouping the population and then selecting the groups or the clusters rather than individual elements inclusion in the sample. or a combination of them. Quota sampling: In stratified sampling the cost of talking random samples from individual strata is often so expensive that interviewers are simply given quota to be filled from different strata. sign.” A brand is thus product or service that adds dimensions that differentiate may be functional. term.Stratified sampling: If the population from which a sample is to be drawn does not constitute a homogeneous group than a stratified sampling techniques applied so as to obtain representative sample. Multi-stage sampling: This is the further development of the idea of cluster sampling. A) THEORITICAL DESCRIPTION What Is Brand Equity? The American Marketing Association defines a brand as “a name. symbol. rational or tangible – . the actual selection of items for sample being left to the interviewer’s judgment. This technique is meant for big enquires extending today considerably large geographical area like entire country. Sequential sampling: This is somewhat a complex sample design where the ultimate size of the sample is not fixed in advance but it is determined accordingly to the mathematical decisions on the basis of information yielded as study progress. or design. intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.
Consumers learn about brands through past experiences with the product and its marketing program. manufacturing processes can be protected through parents.related to product performance of the brand. and packaging can be protected through copyrights and designs. branding began with artists signing their works. The Role of Brands Brands identify the source or maker of a product and allow consumers – either individuals or organizations – to assign responsibility to a particular manufacturer or distributor. The brand name can be protected through registered trademarks. First. emotional or intangible – related to what the brand represents. Branding has been around for centuries as a means to distinguish the goods of one producer from those of another. They may also be more symbolic. In the fine arts. 2 The earliest signs of branding in Europe were the medieval guilds’ requirement that craftspeople put trademarks on their products to protect them-selves and consumers against inferior quality.3 Brands also perform valuable functions for firms. They find out which brands satisfy their needs and which ones do not. and time-starved. Consumers may evaluate the identical product differently depending on how it is branded. Brands today play a number of important roles that improve consumers’ lives and enhance the financial value of firms. A brand also offers the firm legal protection for unique features or aspects of the product. These intellectual property rights ensure that the firm can safely invest in the brand and reap the benefits of a valuable asset. . they simplify product handling or tracing Brands help to organize inventory and accounting records. As consumers’ lives become more complicated. rushed. the ability of a brand to simplify decision-making and reduce risk is invaluable.
Kind of Service Number of Respondents Prepaid 70 Postpaid 30 Table 1:. Kind of Service 90 90 80 70 60 50 40 30 20 10 0 Male Female 10 Figure-1:.II) Chapter-2: Data Reduction & Presentation 2. Occupations of the Respondents Occupation Public Sector Employee Private Sector Employee Business Men Students Others Number of Respondents 5 30 20 40 5 Table-2:. . 2.2.1.Showing number of respondents using the kind of service.showing number of respondents using the kind of service.showing occupations of the respondents.
Factors Considered while taking cell connection Factors Considered Brand Image Services Call charges Availability All the above Number of Respondents 05 25 30 10 30 Table 3: showing factors to be considered while purchasing.3.40 40 35 30 25 20 20 15 10 5 5 0 Public Sector Private Sector Business Men Employee Employee Students Others 30 5 Figure 2:.showing occupations of the respondents. 2. .
30 30 25 25 30 20 15 10 10 5 5 0 Brand Image Services Call charges Availability All the above Figure 3: showing factors to be considered while purchasing.4. 2. . 44 45 40 35 30 25 20 15 10 5 0 Excellent Good Satisfied Not Satisfied 11 20 25 Figure 4: Showing the service satisfaction for the customers. Services Provided by the Current Service Provider Rate of Satisfaction Excellent Good Satisfied Not Satisfied Number of Respondents 11 20 44 25 Table 4: Showing the service satisfaction for the customers.
Are you aware of Airtel Services Awareness Airtel Yes No about Number of Respondents 60 40 Table 5: Showing the awareness about airtel services.5.2. Have you used Airtel Connection Before Usage of Airtel Yes No Number of Respondents 28 72 Table 7: Showing number of respondents who has used airtel connection before. 2. 60 60 50 40 30 20 10 0 Yes No 40 Figure 5: Showing the awareness about airtel services. .6.
64 70 60 50 40 30 20 10 0 Yes No 36 Figure 7: Showing the interested user of airtel in future.7. 2. . Interested in using Airtel In future Usage of Product Yes No Number of Respondents 64 36 Table 9: Showing the interested user of airtel in future.72 80 70 60 50 40 30 20 10 0 Yes No 28 Figure 6: Showing number of respondents who has used airtel connection before.
2. 35 35 30 25 20 15 10 10 5 0 Excellent Good Satisfied Un Satisfied 10 5 Figure 8:-showing number of respondents with satisfies customers. Rating for the Call Charges: Call Charges Excellent Good Satisfied Un Satisfied Number of Respondents 1 24 30 5 Table 9:.showing rating for the call charges.showing number of respondents with satisfies customers.8.9. Rating for the Customer Care: Customer Care Excellent Good Satisfied Un Satisfied Number of Respondents 10 35 10 5 Table-8:. . 2.
2.30 30 24 25 20 15 10 5 5 1 0 Excellent Good Satisfied Un Satisfied Figure 9:. Rating for the value added services in Airtel: Value added services Excellent Good Satisfied Un Satisfied Number of Respondents 4 30 16 10 Table10: Showing the rating for the value added services.showing rating for the call charges. 30 30 25 20 16 15 10 10 4 5 0 Excellent Good Satisfied Un Satisfied Figure 10: Showing the rating for the value added servic .10.
. All the respondents were in the age group of 20-55 years. It is incident that 10% of the respondents were female. Sex Number of Respondents Male 90 Female 10 From the tale it is incident that the number of male respondents who are considered for the survey are 90%.Chapter-III : Data interpretation ANALYSIS OF BRAND AWARENESS OF AIRTEL SERVICES TO THE CUSTOMERS OF OTHER SERVICE PROVIDERS Number of samples collected: 100: Out of the samples chosen. maximum respondents were male and minimum respondents were female.
. the survey regarding the occupations of the employees it is incident that: a) 5% of the total Airtel customers belongs to “Public Sector”. . From the table. Occupations of the Respondents Maximum number of respondents were students. maximum people were using the Prepaid Service. And of them used Postpaid because their respective offices mostly provides them. b) 30% of the customers belongs to the “Private Sector”.3. According to the survey the student community comprises other maximum customer proportion i. d) 40% of the customers belongs to “Student Community”.Kind of Service Out of the 100 samples chosen. c) 20% of the customers are “Business Men”. They were mostly satisfied by the services offered by Airtel to its customers. 40%. 70% of respondents have chosen prepaid service since they want to be economical and can have an idea on the amount being spent. mainly its SMS and its value added services. 3.1. 30% of the respondents have chosen postpaid service since they had confidence of controlling their bill amount. Out of the chosen samples the minimum number of respondents are using the post-paid services.e.2. e) 5% of the customers are comprised with the other type of category.
Some of the respondents looked in for all the factors like Brand image.3. 105 of the respondents considers the “Availability” factor as the main criterion while taking a cellular connection. 25% of the respondents will consider “Services” Provided by the service provider. Factors Considered while taking cell connection Out of 100 respondents. From the table the following factors are observed regarding the “Factors that are considered while taking a cellular connection”. iv. i. services. . 5% of the respondents will consider “Brand Image” as the main criterion while taking a cellular connection. v. maximum respondents will look in for the services and the call charges the service provider is providing to them. And finally 30% of the respondents considers all the above stated factors while taking the cellular connection. 30% of the respondents considers “Call Charges as the main criterion while taking a cellular connection.3. Only very few respondents looked in for the availability and the Brand Image individually. call charges and availability. iii. ii.
The Post-Paid customers who have shifted from Airtel said that it is the wrong billing in Airtel which made them toshift from Airtel. 3.5. Interested in using Airtel In future Many of the respondents want to use Airtel in the future if any customer related benefits are provided. Very few of the respondents do not know about the Airtel services and offers. These respondents know about Airtel through various means and mainly through friends. 40% of the respondents are not aware of the Airtel product and the services being provided them. From the survey it is incident that only 60% of the total respondents are aware of the Airtel product and its services. Are you aware of Airtel Services Many of the customers are aware of the Airtel Services and offers. From the survey it is incident that only 28% of the total respondents have used Airtel connection in the past.3. 72% of the respondents have not used the Airtel connection before 3. And only few of them have used Airtel before and have shifted from Airtel to other service provider. Have you used Airtel Connection Before Many of the respondents said that they haven’t used the Airtel connection before.4.6. . They also said that if the call charges have been reduced they will be definitely using Airtel.
3. 15 respondents of the total respondents have stated that the network coverage of Airtel is “Good”. . On an average the customers rating for the services provided by Airtel are good when compared other cell service providers. Out of the 60 respondents who are aware of Airtel product 40 respondents have said that the network coverage of Airtel is “Excellent”. Rating for Network coverage: From the above table the following interpretation is made regarding the network coverage of Airtel. 3. Some of them don’t want to shift from their current cell service provider. They have stated that the value added services provided by Airtel are good. From the survey conducted regarding the usage of the Airtel cellular in the future the respondents have responded in the following way: a) 64% of the total respondents have said that they are interested in using Airtel in the future.7. Some of them have stated that the customer care and the call charges are satisfied and. b) 36% of the total respondents have said that they are not interested in using Airtel connection in the future.8. Rating about the services provided by Airtel Out of 100 respondents only 60 respondents know about the Airtel services an offers. Many of the customers have accepted that the services provided by Airtel are excellent regarding the Network coverage and signal quality.
From the above table the following interpretation is made regarding the Customer Care of Airtel: a.10. From the survey regarding the rating of the customers towards the call charges the following points are noted: Only one respondent have stated that the call charges of Airtel have been “Excellent”. b. 5 respondents have stated that the customer care of Airtelis “unsatisfied”. Rating for the Call Charges: Out of the 60 respondents many of them have said that the call charges in Airtel are somewhat high when compared to the other cell service providers. 35 respondents have stated that the customer care regarding customer care is “Good”. 10 respondents out of 60 respondents have stated that the customer care regarding Airtel is “Excellent”. . Only one responded that the call charges are excellent in Airtel. 05 of the respondents have stated that the network coverage is “Satisfactory”. c.9. 3. d. 10 respondents have stated that the customer care is “Satisfied”. 3. Rating for the Customer Care: Out of the 60 respondents many of the respondents have said that the customer regarding Airtel is not so good as other cell service providers do. There were no “Unsatisfied” customers regarding the Airtel network coverage.
. 24 respondents of the 60 respondents have stated that the call charges of Airtel are “Good”. From the above table the survey revealed the following factors regarding the Value Added Services provided by Airtel. And 10 respondents have stated that the value added services of Airtel are “Un satisfied”. c. 30 respondents have stated that the call charges of Airtel are “Satisfied”. 3. 16 respondents have stated that the value added services are “satisfied”. d. Rating for the value added services in Airtel: Out of the 60 respondents many of the respondents have said that the value added services provided in Airtel are good but the SMS offers are satisfactory when compared to the other cell service providers. 30 of the respondents have stated that the value added services of Airtel are “Good”. b. And 5 respondents have stated that the call charges of Airtel are “Unsatisfied”. 4 respondents of 60 respondents who are aware of Airtel have stated that the value added services provided by Airtel are “Excellent”. a.11.
25 respondents consider only the services. 20 respondents are Businessmen. maximum people were using Pre~ Paid service and minimum number of people were using the Post-Paid service. maximum number of respondents were male (90) and minimum respondents were female (10). 30 respondents considers the Brand image. Only 11 respondents have responded that the services provided by their current cell service provider are excellent. Auto drivers. Out of the 100 respondents. Out of the 100 samples chosen.1 SUMMARY Total number of samples collected are 100. Out of the 100 samples chosen. 44 are satisfied with their current cell service provider. services. Out of the 100 respondents. 30 respondents consider only call charges. Out of the 100 respondents. Out of the 100 respondents 5 are public Sector Employees. Out of the 100 respondents 70% were using Pre-Paid Service and 30% of them were using the Post-Paid service. availability while choosing a cell connection. 20 respondents have said that the services of the current service provider are good. 40 respondents are students and 5 respondents are others like un employees. 40 of them have said that they are aware of various cell service providers through friends. call charges.Chapter-IV: Summary & Conclusions 4. ID respondents considers the availability of the services and only 5 respondents considered the Brand image of the cell service provider. 36 respondents are aware of the services through the . 25 respondents are not satisfied with their current service provider. 30 are Private Sector Employees.
8% (or Idea. 10 of them wanted to shift in order that they want to try a new operator.. Out of the 28 respondents who used Airtel have shifted. 3% for reliance and none of them gave first place for Tata indicom. Out of 60 respondents who are aware of the Airtel services. Out of the 100 respondents only 28 respondents have used Airtel before. 3 of them have shifted due to other reasons. only 40% of the respondents are not aware of the Airtel services. 5 of them have said that the network coverage is satisfied. 15 of them have said that the coverage is good. 24 of them have said that they are good. 40 people have stated that the network coverage is excellent. 60% of the respondents are aware of the Airtel services. 10 of them have said that the customer care in Airtel is excellent. 4. Out of the 100 respondents 64 of them are interested in using Airtel in the future.advertisements. 15 respondents have shifted due to the high call charges. 36 respondents are not interested in using Airtel in the future. Out of the 60 respondents who are aware of the Airtel services. 5% for BSNL. 20 of the respondents are aware through the newspapers. Out of the 100 respondents 54% have given first place for Airtel. 30% for Hutch. 35 of them have said that the customer care is good. Out of the 60 respondents who are aware of Airtel. Only 4 respondents are aware through hoardings. and 12 of the respondents have not used Airtel connection before. 10 were satisfied and 5 of them were dissatisfied with the customer care in Airtel. only one have said that the call charges in Airtel are excellent. 30 of them were satisfied and 5 of them were dissatisfied with the call charges in Airtel.2 FINDINGS . Out of the 100 respondents.
Some of the respondents who are dissatisfied with their current cell service provider wanted to shift to Airtel if they provide low call charges and better customer care. The time and cost factors affected the size of the sample. Some of the Hutch Post-Paid customers have complained about the wrong billing which is less in Airtel when compared to the other service providers. it's features and the various other services of Airtel. Airtel brand has attained a good awareness mainly due to its advertisements. which were comparatively low when compared to the number of the number of closed ended questions in the questionnaire keeping in the respondent's precious time. A few of the questions asked were ranking based and hence there was every possibility of biased user opinion. The company has many parts in the same city or in the same region having low frequency of signals due to which the customer are facing problem. There were only three open ended questions. In many rural areas also Airtel has its network coverage and due to this aspect it gained lot of importance as well. 4. It is also found that the areas of Rishikonda and Seethamadhara have less coverage.3 LIMITATIONS OF THE STUDY The sample size was comparatively very small compared to the population and there are chances that it may not represent the whole population. . Many of the respondents who are using cell phones of various service providers other than Airtel arc aware of Airtel Brand. which clearly explains about the offers they are providing.
4 SUGGESTIONS From the Survey reports the suggestions that can be made are: Awareness programs: Still more awareness programs have to be implemented in order to attract more customers like: - 1. Extra talktimes should be given to the potential customers who are there for more than 2 years in the subscriptions. Establishment of Hoardings in rural areas also. The reduction in the call charges can still attract more number of customers who are willing to shift to Airtel from other service providers . 3. If more messages and extra talk time benefits are given then it can help for the retain for the potential customers. Some festival offers should be given in order to retain the customers. Bringing awareness through issue of pamphlets in the newspapers. Increase advertisement campaigns. Increase Electronic media usage for the awareness programs. Many of the respondents gave oral complaints. 2. 3. Consumer Retention: Airtel has to implement some more retention programs like: 1. Most of the samples were collected during the office time. So there is a chance of receiving some wrong responses due workload from the respondents. but hesitated to write those complaints in the complaints column. 4. Airtel has to increase the customer care centers in order to concentrate more on the customer’s queries and their problems. 4. 2.
com http://www.R.Baniboovvcb.by G.Airtel.coai.co.in http://www.BIBLIOGRAPHY 1) MARKETING MANAGEMENT .com .by Ram mohan rao 5) GLOBAL MARKETING MANAGEMENT .com http://www.netmba.by C.C Beri 4) LESSONS ON SERVICES MARKETING .by Philip Kotler 2) RESEARCH METHODOLOGY .by Keesan warren J Web Sites: http://www. Kothari 3) STATISTICS FOR MANAGEMENT .
_______________________ 1) Which ceil service are you using currently a)Airtel b) Hutch c)idea d) BSNL e) Reliance f) Tata Indicom 3) What factors do you consider while taking a cell connection ? a) Brand image b) Services c) Call Charges d)Availability e) All the above 4) How are the services provided by your current cell service provider a) Excellent b) Good c) Satisfied d) Not Satisfied 6) Are you aware of Airtel services and offers. a) Yes b)No 7) Have you used Airtel connection before a) Yes b)No 8) If yes which type of Airtel connection have you used before ? a) Pre-paid b) Post-paid 10) Are you interested in using Airtel in future ? a) Yes b)No 12) How do you rank different cell service providers? Airtel ( ) Hutch ( ) .QUESTIONNAIRE Name Age Address : : : Sex: Male/Female Occupation: a) Public Sector Employee c) Business e) Others (please specify) b) Private Sector Employee d) Student Mobile No.
Idea BSNL Reliance Tata indicom 13) Complaints if any: ( ( ( ( ) ) ) ) …………………………………………………………………………. 14) Suggestions: …………………………………………………………………………. . …………………………………………………………………………. ………………………………………………………………………….
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