RESEARCH PROJECT REPORT

ON

“STUDY OF CONSUMER BEHAVIOUR OF AIRTEL USER”

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIRMENTS FOR THE

MASTER’S DEGREE IN BUSINESS ADMINISTRATION

OF

CHANDIGARH UNIVERSITY, GHARUAN, MOHALI

SUBMITTED TO SUBMITTED BY

Name: Dr. Rasna Sharma Name LALIT KUMAR

Designation: Assistant professor UID: 18MBA1609

Chandigarh University

CHANDIGARH UNIVERSITY, GHARUAN, MOHALI

BATCH 2018-2020
 INTRODUCTION

Bharti Airtel Limited was incorporated on July 7, 1995 for promoting investment
in telecommunication services. Indian marketing is largely described as sellers
market. Demand is invariably greater than supply. Purchasing power of mass is
limited. More than 30% of our population has income below the poverty line. Bulk
of our population resides in villages and markets have got to capitalize rural
marketing opportunity. The consumers are ignorant, illiterate, unorganized and
hence they have weak bargaining power. Most of our business enterprises are still
having selling concepts, which is product, oriented marketing approach. Bigger
business houses having national market are adopting integrated corporate planning
sound market planning as well as strategic marketing planning have very limited
scope of present. A change is taking place is the marketing environment at a
reasonable speed and money. Consumer oriented marketing company are
beginning to realize the pressure of competition and buyer market.

But the transition to marketing oriented approach is long and difficult process.
Marketing research has a bright future in features of matured economy.

Marketers are called upon to anticipate changes in the marketing environment

involving opportunities, risks and uncertainties. They are required to forecast the
direction and intensity of these future changes in the environment and secure
favorable relationship with the changing environment. To do this intelligent
planning marketers need information. Accurate sales forecasting involves
collection and reliable sales forecast, marketing plans and programmes through
organised information system, we would have profitable marketing activities
minimum risks and uncertainties.

The essence of modern marketing concepts is that all elements of business should
be geared towards the satisfaction of consumers. This requires a through
understanding of consumer behaviors and buying motives without such insights
marketers will fail to segment market effectively and design strategy for an
effective penetration into the defined market segments. The adoption of the
consumer forecasts in fact the real difference between the traditional concept of
selling and the modern concept of marketing. It is the enough for the marketing
manager to get suitable relations to the given wants of consumer in a passive way.

As a part of Business management study programme preparation of the project

report on a chosen topic is compulsory. To carry out this task I have undertakes a
detail survey of consumer behavior on Airtel Network and Marketing performance
an market share of Airtel India Limited. A case has study has also be undertaken
on Airtel Network. Reference is also been made to marketing of other television
with other competitive brands.

In the modern world the cell phones has become so popular that it is deemed to be
best and appealing media of mass entertainment and even for education.

An attempt has been made in this project report to know the details regarding
history, fundamental concepts, marketing to television and other details of
televisions. Attempt has also been present marketing performance of Airtel
Network and certain suggestions have also been given for promotion of marketing
activities by adopting suitable marketing strategy.
 Company profile

History of the company

Bharti Airtel formerly known as Bharti Tele-Ventures LTD (BTVL) is the largest
cellular service provider in India, with more than 124 million subscribers as of
February 2010.With this, Bharti is now the world's third-largest, single-country
mobile operator and sixth-largest integrated telecom operator. It also offers fixed
line services and broadband services. It offers its TELECOM services under the
Airtel brand and is headed by Sunil Bharti Mittal. The company also provides
telephone services and broadband Internet access (DSL) in top 95 cities in India. It
also acts as a carrier for national and international long distance communication
services. The company has a submarine cable landing station at Chennai, which
connects the submarine cable connecting Chennai and Singapore.

The businesses at Bharti Airtel have always been structured into three individual
strategic business units (SBU's) - Mobile Services, Airtel Telemedia Services &
Enterprise Services. The mobile business provides mobile & fixed wireless
services using GSM technology across 23 telecom circles while the Airtel
Telemedia Services business offers broadband & telephone services in 95 cities
and has recently launched a Direct-to-Home (DTH) service, Airtel Digital TV.
Shahrukh Khan is the brand embassador of the mobile company and Kareena
Kapoor and Saif Ali Khan are the brand embassadors of the DTH Company. The
company provides end-to-end data and enterprise services to the corporate
customers through its nationwide fiber optic backbone, last mile connectivity in
fixed-line and mobile circles, VSATs, ISP and international bandwidth access
through the gateways and landing station.

Globally, Bharti Airtel is the 3rd largest in-country mobile operator by subscriber
base, behind China Mobile and China Unicom. In India, the company has a 24.6%
share of the wireless services market, followed by 17.7% for Reliance
Communications and 17.4% for Vodafone Essar. In January 2010, company
anonced that Manoj Kohli, Joint Managing Director and current Chief Executive
Officer of Indian and South Asian operations, will become the Chief Executive
Officer of the International Business Group from 1st April 2010. He will be
overseeing Bharti's overseas business. Current Dy. CEO, Sanjay Kapoor, will
replace Manoj Kohli and will be the CEO with effective from 1st April, 2010.
 OBJECTIVES OF STUDY

 To identify the operational performance of Airtel Prepaid Mobile user

 To identify the satisfaction level of Customer Service provided by Airtel
Prepaid Mobile user

Limitation of the study

• The questionnaire prepared will rely heavily on the information provided by

the respondents.
• Products and services are not widely used by the customer so it is difficult to
come to realistic conclusion
.
 REVIEW OF LITERATURE
2.1 INTRODUCTION
The introduction and research design of the study used in this research are
presented in the first chapter. This chapter presents the review of literature for
customers’ satisfaction towards cellular services in India and Abroad.

2.2 REVIEW OF LITERATURE

A detailed review of literature has been made to find out prevailing researchable
gap and to identify the relevant issues for the study. This chapter provides a sketch
of available related studies arranged chorological order. A brief literature would be
of immense help to the researcher in gaining insight into selected problem. The
researcher would gain good background knowledge of the problem by reviewing
certain studies. A reference to these entire studies will be related in the contest of
the shaping the present study.
Rust and Oliver (1994)1 defined “Service Quality: Insights and Managerial
Implications from the Frontier”, satisfaction as the “customers’ fulfillment
response”, which is an evaluation as well as on emotion-based response to a
service.
Jones T.O and Sasser W. E (1995)2 stated that “Achieving Customer
Satisfaction is the Main Goal for Most Service Firms Today”. Increasing customer
satisfaction has been shown to directly affect companies’ market share, which
leads to improved profits, positive recommendation, lower marketing expenditures
and greatly impact the corporate image and survival.
Bryant et al. (1996)3 conducted “crossing threshold” a study on 400 companies
using the American Customer Satisfaction Index (ACSI) and demonstrated that
there is significant relationship and consistent differences in the levels of
satisfaction among demographic groups: Sex – positively related to satisfaction
and female customers are more satisfied than the male customers.

Bloemer et al., (1998)4 identified “The Relationship between the Perceived

Service Quality, Service Loyalty and Switching Costs” the base services in GSM
sector are coverage of calling area, value-added services, customer support
services, the supplier’s services of the operator and services of the operator and
services in campaigns. The study also identified the significant impact of perceived
service quality in GSM sector on consumer loyalty.

Palvia and Palvia (1999)5 found out that an examination of the IT Satisfaction of
Small Business Users”, age is a significant determinant of satisfaction with
information technology industry. In his research on customer satisfaction with
airline services reported also that gender, occupation, education, and marital status
have significant influence on customer satisfaction, while age and household
income had no significant influence.

Gerpott, et al., (2001)7 studied “Customer Retention, Loyalty and Satisfaction in

the German Mobile Cellular Telecommunication Market”. They found that the
three constructs, customer satisfaction, customer loyalty and customer retention are
different. Customer satisfaction drives customer loyalty, which in turn has an
impact on customer retention.