A STUDY ON CUSTOMER

PREFERENCE TOWARDS AIRTEL

AS SERVICE PROVIDER IN

RASIPURAM

PROJECT REPORT

Submitted by

NAGARAJU.S

(Register No: 098001604028)

in Partial Fulfillment for the Award of the Degree

of

MASTER OF BUSINESS ADMINISTRATION

GNANAMANI COLLEGE OF TECHNOLOGY

NAMAKKAL – 637 018

JUNE-2011

GNANAMANI COLLEGE OF TECHNOLOGY

 NAMAKKAL

MASTER OF BUSINESS ADMINISTRATION

PROJECT REPORT

JUNE- 2011

This is to certify that the project entitled

A STUDY ON CUSTOMER PREFERENCE TOWARDS AIRTEL

AS A SERVICE PROVIDER IN RASIPURAM

is the bonafide record of project work done by

NAGARAJU.S

(Register No: 098001604028)

of Master of Business Administration during the year 2010-2011

…………….. ……………………….

Project Guide Head of the Department

Submitted for the Project Viva-Voce examination held on ………………….

………………… …………………….
Internal examiner External examiner
 DECLARATION

I affirm that the project work titled A STUDY ON CUSTOMER PREFERENCE TOWARDS

AIRTEL AS A SERVICE PROVIDER IN RASIPURAM being submitted in partial fulfillment for the

award of M.B.A (Master of Business Administration) is the original work carried out by me. It has not

formed the part of any other Project work submitted for award of any degree or diploma, either in this

or any other University.

(Signature of the Candidate)

NAGARAJU.S

(098001604028)

I certify that the declaration made above by the candidate is true

(Signature of the Guide)

S.VIGNESH, MBA

Lecturer, Department of Management Studies

Gnanamani College of technology

ACKNOWLEDGEMENT
 I own my gratitude to Dr.T.ARANGANAL, Chairman, and Smt.P.MALA LENA chairperson of
GNANAMANI COLLEGE OF TECHNOLOGY, Namakkal for giving me an opportunity to study
MBA course in this college during the year of 2010-2011.

I express my profound gratitude and special thanks to Dr.V.BASKARAN, principal,

GNANAMANI COLLEGE OF TECHNOLOGY, for giving me the opportunity to undertake this Project
report.

I am thankful to Miss.R.NIRMALA RANI, H.O.D Department of Management studies for her

constant advice and value guidance throughout the Project report.

I am thankful to my Faculty Guide Mr. S.VIGNESH, lecturer Department of Management studies for
his constant advice and value guidance throughout the Project report.

I am also thankful to the entire faculty members of the department of management studies for their
kind and valuable cooperation during the course of the project. I would also like to thank my parents,
friends and well wishers who encourage me to complete this project successfully.

NAGARAJU.S

CONTENTS
 S.No Particulars Page no
ABSTRACT I
1

2 LIST OF TABLES II

3 LIST OF FIGURES IV
CHAPTER 1
1.1 INTRODUCTION OF STUDY 1
1.2 SIGNIFICANCE OF STUDY 2
1.3 COMPANY PROFILE 3
CHAPTER 2

2.1 IMPORTANCE OF THE STUDY 6

2.2 OBJECTIVE OF THE STUDY 7
2.3 SCOPE OF THE STUDY 8
2.4 RESEARCH METHODOLOGY 9
2.5 LIMITATION OF THE STUDY 13
CHAPTER 3
3.1 ANALYSIS AND INTERPRETATIONS 14
CHAPTER 4
4.1 FINDINGS SUGGESTIONS AND CONCLUSION 53

5 QUESTIONNAIRE 57

6 REFERENCES 63

ABSTRACT

I have undertaken the project on “A Study on Customer Preference towards Airtel as a Service
Provider In Rasipuram” as a part of the curriculum of the VIth trimester. The main reason I took
up this project is to learn how different consuming mode affect the customers in their daily life.

The prime intention of doing this project is to be understood what sorts of diversified
factors affecting a lot to their optimum customers along with being known how companies are
come under its massive impacts at widespread. During this short span of time, myself was capable
knowing how any company profoundly proficient flourishing their enterprise by keeping
 gorgeous durable relations with their employees constituting releasing qualitative services sans
taking any additional charges through their consumers in the cordial manners.

Meanwhile, It is helped to understand tremendously how favorable working schedules help

to the employees to work much more efficiently within an organization emphasizing sternly in
which manner an employee and employer ought to be kept a proper balance between their work
and family as well as focusing deliberately how people might be keep balance by making their
working time flexible.

Work quality, basically, is all about employees involvement consists of methods to motivate
employees to participate in decision making including rendering elite services to their customers
warmly is co-operating in rapport building which gives emphasis on the use of quality circles
by companies primly Airtel, Vodafone and so on other giant size cellular service provider helping
in resolving several service pertaining obstructions.

This project is a mean to appreciate the nitty-gritty involvement of employees relationship with
their organization and their employers helping me to understand how organizations keep constant
check of customer service and their satisfaction so as to run their business try their level best. Last
but not the least, this project, shows me through case studies how different organizations take care
of their working environment to be kept their employees and other associates massively glad for
acquiring their long term loyalities and raising tremendous gains through them, deliberately.

LIST OF TABLE
SL.N Title Page
O No

3.1 The table shows the respondents on the basis of their age 15

3.2 The table shows the respondents on the basis of their sex 17

3.3 The table shows the respondents on the basis of their occupation 19
3.4 The table shows the respondents on the basis of their monthly income 21

3.5 The table shows the respondents on the basis of their educational qualification 23

3.6 The table shows awareness about their service 25

3.7 The table shows that purpose of using 27

3.8 The table shows service facility that attract you the most 29

3.9 The table shows that faring the problem 31

3.10 The table shows an opinion about airtel as a service provider compared to other 33

service providers

3.11 The table shows the mobile phone used 35

3.12 The table shows that the customer care update the latest schemes 37

3.13 The table shows which advertising media mostly used by Airtel 39
3.14 The table shows that respondents feeling of the Airtel advertisement 41

3.15 The table shows satisfaction level of Airtel 43

3.16 Relationship between the age and satisfaction level 45

3.17 Relationship between the income and satisfaction level 48

LIST OF FIGURE
SL.N Title Page
O No

3.1 The chart shows the respondents on the basis of their age 16

3.2 The chart shows the respondent on the basis of their sex 18

3.3 The chart shows the respondent on the basis of their occupation 20

3.4 The chart shows the respondent on the basis of the monthly income 22

3.5 The chart shows the respondent on the basis of their educational qualifaction 24
3.6 The chart shows awareness about their service 26

3.7 The chart shows that purpose of using 28

3.8 The chart shows service facility that attracts you the most 30

3.9 The chart shows that faring the problems 32

3.10 The chart shows an opinion about Airtel as a service provider compared to 34

other service provider

3.11 The chart shows the mobile phone used 36

3.12 The chart shows that the customer care update the latest schemes 38

3.13 The chart shows that which advertising media mostly used by Airtel 40

3.14 The chart shows that respondent feeling of the Airtel advertisement 42

3.15 The chart shows satisfaction level of Airtel 44

3.16 Relationship between the age and satisfaction level 46

3.17 Relationship between the income and satisfaction level 50

CHAPTER – 1

1.1 INTRODUCTION

WHO IS CUSTOMER
A customer is the most significant icon for long term survival of any firms or enterprises in
terms of retaining quality products and services at affordable cost as for being the market king.

A customer doesn’t dependent upon us while in several aspects, we dependent upon him. A
customer is not an interruption of our work; actually, they are the purpose of them.

We are not doing any sorts of favors by serving them; actually, they are doing it for our
flavor by giving us the opportunity to do so.
 A customer is not someone to argue or match with someone. No body ever won an
argument with customer. A customer is a person who brings as his wants. It is our job to handle
them profitability to him and to ourselves.

Today, more companies are recognizing the importance of satisfying and retaining
customers. Satisfied customers constitute the company’s relationship capital. If the company were
to be sold, the acquiring company would to pay not only for the plant and equipment and the brand
name but also for the delivered customer base mainly the number and the value of the customer
who would do business with the new firms.

1.2 SIGNIFICANCE OF THE STUDY

Customer preference means, the preference on the part of the customer for one brand of a
product in relation to various other brands of the same product available in the market.

It is known for being the first mobile phone company in the world to outsource everything except
marketing and sales. Its network operations are provided by Ericsson, business support by IBM
and transmission towers by another company.

Ericsson agreed for the first time to be paid by the minute for installation and maintenance of
their equipment rather than being paid up front. This enables the company to provide pan-India
phone call rates of Rs. 1/minute .

The businesses at Bharti Airtel have always been structured into three individual strategic
business units - 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 ambassador of the mobile company and Kareena Kapoor and Saif Ali Khan are
the brand ambassadors 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 and
international bandwidth access through the gateways and landing station.

1.3 COMPANY PROFILE

Sunil Bharti Mittal founded the Bharti Group. In 1983, Sunil Mittal was into an agreement
with Germany's Siemens to manufacture the company's push-button telephone models for the
Indian market. In 1986, Sunil Bharti Mittal incorporated Bharti Telecom Limited (BTL) and his
company became the first in India to offer push-button telephones, establishing the basis of Bharti
Enterprises. This first-mover advantage allowed Sunil Mittal to expand his manufacturing capacity
elsewhere in the telecommunications market. By the early 1990s, Sunil Mittal had also launched
the country's first fax machines and its first cordless telephones. In 1992, Sunil Mittal won a bid to
build a cellular phone network in Delhi. In 1995, Sunil Mittal incorporated the cellular operations
as Bharti Tele-Ventures and launched service in Delhi.
In 1996, cellular service was extended to Himachal Pradesh. In 1999, Bharti Enterprises acquired
control of JT Holdings, and extended cellular operations to Karnataka and Andhra Pradesh. In
2000, Bharti acquired control of Skycell Communications, in Chennai. In 2001, the company
acquired control of Spice Cell in Calcutta. Bharti Enterprises went public in 2002, and the
company was listed on Bombay Stock Exchange and National Stock Exchange of India. In 2003,
the cellular phone operations were rebranded under the single Airtel brand. In 2004, Bharti
acquired control of Hexacom and entered Rajasthan. In 2005, Bharti extended its network to
Andaman and Nicobar.
In 2009, Airtel launched its first international mobile network in Sri Lanka. In 2010, Airtel began
operating in Bangladesh and 16 African countries.Today, Airtel is the largest cellular service
provider in India and fifth largest in the world.Bharti Airtel formerly known as Bharti Tele-
Ventures LTD is the largest cellular service provider in india with more than 131 million
subscribtions as of April 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 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.It is known for being the first mobile phone company in
the world to outsource everything except marketing and sales.Its network operations are provided
by Ericsson, business support by IBM and transmission towers by another company. Ericsson
agreed for the first time to be paid by the minute for installation and maintenance of their
equipment rather than being paid up front. This enables the company to provide pan-India phone
call rates of Rs. 1/minute .

The businesses at Bharti Airtel have always been structured into three individual strategic
business units - 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 ambassador of the mobile company and Kareena Kapoor and Saif Ali Khan are
the brand ambassadors 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 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.

CHAPTER –II
 CHAPTER –II

2.1 IMPORTANCE OF THE STUDY

 Delivering messages from one corner to another ,globally

 Accumulation of data through utilizing the internet of Airtel

 Wide range of global conversation through video conferencing

 Twenty- four hours of internet chatting by the use of Airtel internet modem

 Frequent easy accessing of customesr within the Airtel service consumptions

 2.2 OBJECTIVES OF THE STUDY

PRIMARY OBJECTIVES

To analysis the customer preference level of Airtel customers.

SECONDARY OBJECTIVES

1. To analysis the level of satisfaction among Airtel customers.

2. To find out the customers preference for different kinds of instrument

3. To analysis the service facility through the Airtel Ltd.

4. To find out the purpose for using the Airtel network

5. To analyse the media and effectives of media for the Airtel Ltd.
 2.3 SCOPE OF THE STUDY

Let us look into the profile of our company and the opportunity is facing us. The great
opportunity focus to provide high quality service for a low cost. Airtel has an unbelievable
opportunity in front of them, because last year DOT has collected Rs. 720 crores about Rs. 312
crores were pertaining to calls made the state with an average of about Rs. 26 crores in amount.

This statistics shows that we already have an enormous subscriber base to catch up to obtain a
strong establishment in the market. Airtel shall target the existing DOT customer base.

Since Airtel has big volumes of sale where the company has set up a high goal to achieve 5,00,000
customers in 3 years.Especially in Tamil Nadu, Airtel launched in major areas and occupies more
hands in the short span of time gigantically.

Even though, another cellular service providers created awareness among consumer about
different sorts of cells despite among them Airtel is unique one because of its affordable price with
better services .

Airtel captures more market than Tata Docomo,Vodafone so and on others stating tremendously
its coverage reaches probably all towns and cities throughout the india.
 2.4 RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problems. It

may be understood as a science of studying how research is done scientifically. It includes various
steps that are generally adopted by researcher in studying his research problems along with the
logic behind them.

RESEARCH DESIGN

The formidable problem that follows the task of defining the research problem is the
preparation of the design of the research project, popularly known as the “Research
Design”.Research design is the arrangement of conditions for collection and analysis of data in a
manner that aims to combine relevance to the research purpose with economy in procedure.

The research design adopted for this study is descriptive design. Descriptive research
includes surveys and fact finding of different kinds. The major purpose of descriptive research is
description of the state of affairs as it exists at present.
SAMPLING UNIT
The sampling unit consists of the Airtel owners in Rasipuram playing their root role in
terms of conducting credible survey being known the customers preferences easilys. The data was
collected from all the 75 respondents by means of questionnaire.

SAMPLING TECHNIQUES
The sampling technique used in this study is “Convenience sampling”. When the
population elements for inclusion in the sample based on the ease of access, it can be called as
convenience sampling.

CONVENIENCE SAMPLING
In this method, the sample units are chooses primary on the basic of the convenience to the
investigation.

SOURCE OF DATA:
There are two types of data

 Primary data
 Secondary data

PRIMARY DATA

The primary data was collected from the respondents by means of questionnaire.

SECONDARY DATA

The secondary data was collected from the books, journals, magazines and company.

DATA COLLECTION METHOD

The data is collected through a structure questionnaire.

DATA ANALYSIS, TOOLS AND TECHNIQUES

The different tools uses by the researcher during the entire data analysis.

CHI-SQUARE TEST

The chi-square test is a use the measure of comparing experimentally obtained result with
those expect. The oriented and based on the Hypothesis. It is as test static provides a set of
theoretical frequencies are compared.

Chi-Square test is a non-parametric test used most frequently by marketing researcher to test the
hypothesis. A hypothesis is a statement about the population parameter. It is a conclusion
tentatively drawn on logical basis. Testing a hypothesis a procedure that helps us to ascertain the
likely of hypothesized population parameter being correct by making use of sample statistic.

The chi-square is computer on the basis of frequented in a sample and thus the value of chi-
square so obtained is a statistic.

The objective of chi-square test is to determine if real or signification difference exist

among various groups it is applied to test the models between the attributed when the sample data
is presented in the from of a contingency table with any number of rows and columns.
Chi-square can be defined by a formula as

X2 = Σ (Oi – Ei)2/Ei

Where

Oi = Observed frequency of the event

Ei = Expected frequency of the event

STEPS INVOLVED

Set up the null hypothesis models between the attributed alternate hypothesis.

STEP 1
Calculate all expected frequencies i.e. for all values of I = 1,2,3,… n.

STEP 2
Take the difference between each observed frequency Oi and the corresponding expected
frequencies Ei for each value.

STEP 3
Square each difference for each value of I, i.e. calculate (Oi-Ei) for all values of I = 1,2,3,
…n.
STEP 4
Divide each square difference by the corresponding expected frequency i.e. calculate X2 =
Σ (Oi – Ei)2/Ei

STEP 5
Concluding the hypothesis this accepted or rejecting Ho.

It is calculated value of X2 < tabulated value X2 then accept null hypothesis.

It is calculated value of X2 > tabulated value X2 then reject null hypothesis.

2.5 LIMITATION OF THE STUDY

 Due to time constraints the researcher taken only limited sample 07-75 respondents.

 The sample were taken only in scattered localities and not from the throughout city.

 Absence of the respondents at home may have resulted in another member of the family giving
in accurate answers.

 Dealers opinion might be biased towards the brand they deal with from long duration.

 Some of the respondents are non - co-operative because of their unwillingness not being the
part of survey.
 CHAPTER-III

ANALYSIS AND INTERPRETATIONS

CHAPTER-III

ANALYSIS AND INTERPRETATIONS

TABLE NO: 1
THE TABLE SHOWS THE RESPONDENTS ON
THE BASIS OF THEIR AGE

S.No Particular No. of Respondent Percentage

1 Below – 21 35 47

2 21 to 30 33 44

3 31 to 40 7 9

4 Above 41 - -

Total 75 100

SOURCE OF DATA: SECONDARY DATA

INFERENCE
The above table refers that 47% of the respondents are comes under below 21 age group.
CHART NO: 1

Total
100

90

80

70

60
Total
50

40

30

20

10

0
TABLE NO: 2
THE TABLE SHOWS THE RESPONDENT ON
THE BASIS OF THEIR SEX

S.No Particular No. of Respondent Percentage

1 Male 57 76

2 Female 18 24

Total 75 100

SOURCE OF DATA: SECONDARY DATA

INFERENCE
The above table shows that 76% of the respondents are male and remaining 24% of the
respondents are female.
CHART NO: 2

120

100

80

60 2 Female
1 Male
40

20

0
1 2
TABLE NO: 3
THE TABLE SHOWS THE RESPONDENTS ON
THE BASIS OF THEIR OCCUPATION

S.No Particular No. of Respondent Percentage

1 Employed 9 12

2 Student 52 69

3 Professional 2 3

4 Business 11 15

5 Others 1 1

Total 75 100

SOURCE OF DATA: SECONDARY DATA

INFERENCE
The above table explains that 69% of the respondents are comes under student.
CHART NO: 3

200
180
160
140
120
Percentage
100
No. of Respondent
80 Particular
60
40
20
0
1 2 3 4 5 Total

TABLE NO: 4
THE TABLE SHOWS THE RESPONDENTS ON
THE BASIS OF THE MONTHLY INCOME
S.No Particular No. of Respondent Percentage

1 Less than 3,000 44 59

2 3,001 – 5000 17 23

3 5,001 – 10,000 11 14

4 More than 10,000 3 4

Total 75 100

SOURCE OF DATA: SECONDARY DATA

INFERENCE
The above table explains that 59% of the respondents are earning less than Rs 3,000 per
month.
CHART NO: 4

120

100

80

Particular
60
No. of Respondent
Percentage
40

20

0
1 2 3 4 Total
TABLE NO: 5
THE TABLE SHOWS THE RESPONDENTS ON THE BASIS OF THEIR
EDUCATIONAL QUALIFICATION

S.No Particular No. of Respondent Percentage

1 Graduate 39 52

2 PG 25 33

3 Professional 3 4

4 Others 8 11

Total 75 100

SOURCE OF DATA: SECONDARY DATA

INFERENCE
The above table refers that 52% of the respondents are comes under graduate.
 CHART NO: 5

120

100

80

Particular
60
No. of Respondent
Percentage

40

20

0
1 2 3 4 Total
TABLE NO: 6
THE TABLE SHOWS AWARENESS ABOUT THEIR SERVICE

S.No Particular No. of Respondent Percentage

1 Friends & Relatives 49 65

2 Advertisement 21 28

3 Sales cold calls 2 3

4 Others 3 4

Total 75 100

SOURCE OF DATA: SECONDARY DATA

INFERENCE
The above table refers that 65% of the respondents are awarding through Friends &
Relatives.
CHART NO: 6

100%
90%
80%
70%
60%
Percentage
50%
No. of Respondent
40% Particular
30%
20%
10%
0%
1 2 3 4 Total
TABLE NO: 7
THE TABLE SHOWS THAT PURPOSE OF USING

S.No Particular No. of Respondent Percentage

1 Business 14 19

2 Personal Use 48 64

3 Other 13 17

Total 75 100

SOURCE OF DATA: SECONDARY DATA

INFERENCE
The above table explains that 64% of the respondent are using in personal use.
 CHART NO: 7

120

100

80

Particular
60
No. of Respondent
Percentage
40

20

0
1 2 3 Total
TABLE NO: 8
THE TABLE SHOWS SERVICE FACILITY
THAT ATTRACTS YOU THE MOST

S.No Particular No. of Respondent Percentage

1 Message 21 28

2 Local calls 8 11

3 STD calls 7 9

4 Calling rates 21 28

5 Roaming 1 1

6 CUG - -

7 Coverage 12 16

8 Billing 5 7

Total 75 100

SOURCE OF DATA: SECONDARY DATA

INFERENCE
The above table explains that 28% of respondents are comes under message and calling
rates.
 CHART NO: 8

100%

90%

80%

70%

60%
Total
8
50% 7

40%

30%

20%

10%

0%
TABLE NO: 9
THE TABLE SHOWS THAT FARING THE PROBLEMS

S.No Particular No. of Respondent Percentage

1 Billing 9 12

2 Network 28 37

3 Coverage 23 31

4 Service at franchise 3 4

5 None 12 16

Total 75 100

SOURCE OF DATA: SECONDARY DATA

INFERENCE
The above table explains that 37% of respondents are affecting the network problem.
CHART NO: 9

100
90
80
70
60
Particular
50
No. of Respondent
40 Percentage
30
20
10
0
1 2 3 4 5 Total
TABLE NO: 10
THE TABLE SHOWS ON OPINION ABOUT AIRCEL AS A SERVICE PROVIDES
COMPARED TO
OTHER SERVICE PROVIDERS

S.No Particular No. of Respondent Percentage

1 Very good 30 40

2 Good 26 35

3 Average 16 21

4 Bad 3 4

Total 75 100

SOURCE OF DATA: SECONDARY DATA

INFERENCE
The above table refers that 40% of the respondent opinion are very good.
CHART NO: 10

120

100

80

Particular
60
No. of Respondent
Percentage
40

20

0
1 2 3 4 Total
TABLE NO: 11
THE TABLE SHOWS THE MOBILE PHONE USED

S.No Particular No. of Respondent Percentage

1 Nokia 44 59

2 Sony Erickson 7 9

3 Samsung 13 17

4 LG 9 12

5 Others 2 3

Total 75 100

SOURCE OF DATA: SECONDARY DATA

INFERENCE
The above table explains that 59% of the respondents are using Nokia mobile phone.
 CHART NO: 11

120

100

80

Particular
60
No. of Respondent
Percentage
40

20

0
1 2 3 4 5 Total
TABLE NO: 12
THE TABLE SHOWS THAT THE CUSTOMER
CARE UPDATE THE LATEST SCHEMES

S.No Particular No. of Respondent Percentage

1 Always 21 28

2 Some Times 50 67

3 Never 4 5

Total 75 100

SOURCE OF DATA: SECONDARY DATA

INFERENCE
The above table refers that 67% of respondents are latest schemes knowing some times.
 CHART NO: 12

200
180
160
140
120
Percentage
100
No. of Respondent
80 Particular
60
40
20
0
1 2 3 Total
TABLE NO: 13
THE TABLE SHOWS THAT WHICH ADVERTISING
MEDIA MOSTLY USED BY AIRTEL

S.No Particular No. of Respondent Percentage

1 News paper 29 39

2 Magazine 10 13

3 T.V 28 37

4 Bill Board 5 7

5 Others 3 4

Total 75 100

SOURCE OF DATA: SECONDARY DATA

INFERENCE
The above table infers that 39% of the respondents are mostly used newspaper.
 CHART NO: 13

100
90
80
70
60
Particular
50
No. of Respondent
40 Percentage
30
20
10
0
1 2 3 4 5 Total
TABLE NO: 14
THE TABLE SHOWS THAT RESPONDENTS
FEELING OF THE AIRTEL ADVERTISEMENT

S.No Particular No. of Respondent Percentage

1 Attractive 24 32

2 Boding 26 35

3 No comments 25 33

Total 75 100

SOURCE OF DATA: SECONDARY DATA

INFERENCE

The above table shows that 35% of respondent are feel in boring of Aircel advertisement.
 CHART NO: 14

120

100

80

Particular
60
No. of Respondent
Percentage

40

20

0
1 2 3 Total
TABLE NO: 15
THE TABLE SHOWS SATISFACTION LEVEL OF AIRTEL

S.No Particular No. of Respondent Percentage

1 Highly satisfied 11 15

2 Satisfied 46 61

3 Moderate 18 24

4 Dissatisfied - -

5 Highly dissatisfied - -

Total 75 100

SOURCE OF DATA: SECONDARY DATA

INFERENCE

The above table refers that 61% of the respondents are satisfied.
 CHART NO: 15

Total
120

100

80

Total
60

40

20

0
CHI – SQUARE ANALYSIS
TEST - I
RELATIONSHIP BETWEEN THE AGE AND
SATISFACTION LEVEL

NULL HYPOTHESIS (HO)

There is no significant relationship between the age and Satisfaction level.

ALTERNATIVE HYPOTHESIS (H)

There is significant relationship between the age and satisfaction level.

Satisfaction Level Total

Highly
Age Group Highly Dis
Satisfied Moderate Dis
Satisfied satisfied
satisfied

Below
5 22 8 0 0 35
21 years

21-30 3 22 8 0 0 33
years

31-40 3 2 2 0 0 7
years

Above 41 0 0 0 0 0 0
years

Total 11 46 18 0 0 75
CHART NO:16

80

70

60

50
Below 21 years
40 21-30 years
31-40 years
30 Above 41 years
Total
20

10

0
Satisfaction Level Total

CHI – SQUARE ANALYSIS

 Oi Ei (Oi – Ei) (Oi – Ei)2 (Oi – Ei)2 / Ei
5 5.13 -0.13 0.0169 3.2943
22 21.46 0.54 0.2916 0.0135
8 8.4 -0.4 0.16 0.0190
0 0 0 0 0
0 0 0 0 0
3 4.84 -1.84 3.3856 0.6995
22 20.24 1.76 3.0976 0.1530
8 7.92 0.08 6.4 0.8080
0 0 0 0 0
0 0 0 0 0
3 1.02 1.98 3.9204 3.8435
2 4.29 -2.29 5.2441 1.2224
2 1.68 0.32 0.1024 0.060
0 0 0 0 0
0 0 0 0 0
0 0 0 0 0
0 0 0 0 0
0 0 0 0 0
0 0 0 0 0
0 0 0 0 0

TOTAL

Calculated value = 10.1132

Degree of freedom = (5-1) (4-1)
= (4) (3)
= 12
Table value of degree of freedom 12 with 5% Level of significance = 21.026.
 By comparing the table value and calculated value of X2 we found that the table value is
higher than the calculated value. So we can accept the hypothesis.

CONCLUSION

So, there is no significant relationship between the age and satisfaction level.
TEST – II
RELATIONSHIP BETWEEN THE INCOME AND
SATISFACTION LEVEL

NULL HYPOTHESIS (HO)

There is no significant relationship between the income and satisfaction level.

ALTERNATIVE HYPOTHESIS (H)

There is no significant relationship between the income and satisfaction level.

Income Satisfaction Level Total

Highly Satisfied Moderate Dis Highly

Satisfied satisfied Dis
satisfied

Less than 4 29 11 0 0 44
Rs. 3000

Rs 3001- 3 9 5 0 0 17
5000

Rs. 5001- 4 6 1 0 0 11
10000

Above 0 2 1 0 0 3
Rs. 10000

Total 11 46 18 0 0 75
CHART NO:17

80

70

60

50
Less than Rs. 3000
40 Rs 3001-5000
Rs. 5001-10000
30 Above Rs. 10000
Total
20

10

0
Satisfaction Level Total
CHI – SQUARE ANALYSIS

Oi Ei (Oi – Ei) (Oi – Ei)2 (Oi – Ei)2 / Ei

4 6.45 -2.45 6.0025 9.3062
29 26.98 2.02 4.0804 1.5123
11 10.56 0.44 0.1936 1.8333
0 0 0 0 0
0 0 0 0 0
3 2.49 0.51 0.2601 1.0445
9 10.42 1.42 2.0164 1.9351
5 4.08 0.92 0.8464 2.0745
0 0 0 0 0
0 0 0 0 0
4 1.61 2.39 5.7121 3.5478
6 6.74 -0.74 0.5476 8.1246
1 2.64 -1.64 2.6896 1.0187
0 0 0 0 0
0 0 0 0 0
0 0.44 -0.44 0.1936 0.44
2 1.84 0.16 0.0256 1.3913
1 0.72 0.28 0.0784 1.0888
0 0 0 0 0
0 0 0 0 0

TOTAL
Calculated value = 33.3171
Degree of freedom = (4-1) (5-1)
= (4) (3)
 = 12
Table value of degree of freedom 12 with 5% level of significance = 21.026

By comparing the table value and calculated value of X2 we found that the table value is
lower than the calculated value. So we can Reject the hypothesis.

CONCLUSION

So, there is significant relationship between the income and satisfaction level.
 CHAPTER – IV

FINDINGS, SUGGESTIONS, AND CONCLUSION

CHAPTER – IV

FINDINGS, SUGGESTIONS, AND CONCLUSION

FINDINGS

 47% of the respondents are comes under below 21 age group.`

 76% of the respondents are male and remaining 24% of the respondents are female.
 69% of the respondents are comes under student.
 59% of the respondents are earning less than Rs 3,000 per month.
 52% of the respondents are comes under graduate.
 65% of the respondents are awarding through Friends & Relatives.
 64% of the respondent are using in personal use.
 28% of respondents are comes under message and calling rates.
 37% of respondents are affecting the network problem.
 40% of the respondent opinion are very good.
 59% of the respondents are using Nokia mobile phone.
 67% of respondents are latest schemes knowing some times.
 39% of the respondents are mostly used newspaper.
 35% of respondent are feel in boring of Aircel advertisement.
 61% of the respondents are satisfied.

CHI-SQUARE RESULTS
 In test I there is no significant relationship between the age and satisfaction level.
 In test II there is significant relationship between the income and satisfaction level.
 SUGGESTIONS

 The company can increase the number of towers in and around Tamilnadu for the clear
network and coverage.

 In order to increase subscribes, Rasipuram dealer may take up sales promotional measure
such as social welfare activities like roadside parks, organizing blood donation camps or some
other social service programme individually or coupled such as lions club, rotary club etc.

 The Aircel company should provide some gift others to the purchases in order to encourage
it sales.

 Most of the Aircel subscribers are earned less than 3000 of their monthly income. So they
will reduce their tariff and tax rates. It can be increasing the subscribers of Aircel usage.

 The complaint box should be installed at the authorized center, so that customers are given
an opportunity to express their complaints.
 CONCLUSION

Airtel is being coped direct competitions through big industries like, Vodaofone, Reliance,
and Tata Docomo constituting so and on other cellular service providers. It would be capable
capturing more customers by using various tools in terms of enhancing their financial gains. Now,
it is directly focusing beyond the realm of any territory intending its miraculous quantum leap
touching the infinite horizon, delibrately. Meanwhile, It is tough for Airtel occupying the overall
market being erecting solo within stiff market rivilary despite it is major cellular service provider
capturing more and more subscribers’ attentions towards their errorfree essenceful services. That’s
why, it is believed that Airtel ought to be achieved their destinations easily among their market
rivals within or beyond the Indian outskirts .
QUESTIONNAIRE
 A STUDY ON CUSTOMER PREFERENCE TOWARDS AIRTEL

AS A AIRTEL AS A SERVICE PROVIDER IN RASIPURAM

QUESTIONNAIRE

PERSONAL DETAILS:

1.Name :

2.Age :

Below 21  21 to 30

31 to 40 Above
 41

3.Sex :  Male Female

4.Occupation/Category :

 Employed  Student professional business

 others


5.Monthly income :

Less than 3000 3001

 to 5000 5001 to 10,000 More than 10,000
6. Educational qualification :

Graduate  PG Professional
  Others

7 .I am to connected Airtel service since :

Less than 6 months  6 months to 1 year

 1 to 2 years more
 than 2 years

8.State the source of awareness about the service :

Friends & relatives Advertisement

 Sales
 cold calls Others


9.For what purpose do you use the Airtel network ?

Business Peronal
 use interaction
  Others

10.State the service facility that attracts you the best :

Message Local calls STD Calls

Calling rates Roaming  Coverage

11.Do you have any problems in

Billing  Network Coverage  Service at franchise None


12.What is your opinion about Airtel as a service provider ? compared to other service

providers alike Idea,Aircel,Reliance ?

 Very good  Good  Average  Bad

13. Rank the following operators in service

Provider Rank

Airtel

Aircel

BSNL

Vodafone

Tata Indicom

Relaince

14.Which mobile do you use ?

Nokia  Panasonic Samsung Motorola



Others specify-------------------------

Specify model------------------------

15.Does customer care update you on latest schemes ?

Always Sometimes
  Never
  SATISFACTION LEVEL OF THE AIRTEL CELLULAR SERVICE CUSTOMERS

S. Factors/level of Highly Satisfied Moderate Dissatisfied Highly

no. satisfaction satisfied dissatisfied

16. Customer support

17. Transperancy in
service

18. Competative price

19. Market reputation

20. Sustainable growth

21. Information clarity

22. Time taken to respond

phone enquiries

23. Staff treating you as a

valuable customer

24. Overall Satisfaction

25. Which advertising media according to you is most frequently used by Airtel ?

Newspaper Magazine
  TV  Other ?
26. Can you recall any advertisement which is remarkable for you ?

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27.How do you feel about Airtel advertisement ?

Interesting Boring
  No idea

28. Do you think the advertisements of our services and products capture the best quality in the
market? If ‘no’ why?

29. How will you define our advertisement?

a. Funny b. Interesting & Informative c. Convincing d. Too long e. Very short

30.If you have any suggestion specify here

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(Thank you)
REFERENCES

BIBLIOGRAPHY
BOOKS

1. John Graham, Philip R Cateora, “International Marketing”, 10th Edition,

Tata McGraw Hill.

2. C.R. Kothari, “Research Methodology”,Vishwa Prakasham Publications,

New Delhi.

3. Philip Kotler, “Marketing Management”, Millennium Edition,

Prentice Hall of India Pvt Ltd.

JOURNALS
Journal for Indian Marketing

WEBSITE
www.airtel.com