ABSTRACT

The project entitled “a study on customer satisfaction towards Airtel in Rourkela Township " is carried out with an objective to
determine the consumer preference and satisfaction. A descriptive study was conducted to achieve the objectives. In total 100
respondents filled a well-structured questionnaire having a list of statements pertaining to products, services & facilities
provided by the service provider. The main objective of the study was to know how the customers of AIRTEL Broadband
perceive its Services in Rourkela are satisfied with the services provided by AIRTEL and also to identify the factors affecting
the preferences of the customers Results reveal that the dimensions which influence the satisfaction level of customer’s are:
Core services (like good coverage, good connectivity and network quality) and call rate. Further results show that there is a
significant relation between the brand name and the preference of customers. Hence, it has been recommended that telecom
companies should focus on connectivity, call rate, coverage and networkquality.

KEYWORDS: Airtel, Comparative study, Customer satisfaction, Mobile connection.

INTRODUCTION

Telecommunication companies also talk of their customer being most important assets, just like companies in other business
domains but rarely are this reflectedinacompany’sstrategyandoperations
.The customer of telecom services ,like cellular telephony are moving ahead with times and have started buying cellular
services just like daily house hold items such as tooth paste. Therefore it is necessary in today’s business scenario to understand
the fact that the idea of customer being a company’s most important assets is not just a management theory, but is a very
crucial economic fact .In the current business scenario the use of customer Relationship Management (CRM) is quite common
and critical and customer retention is the primary goal in firms thatpractices.
In the light of the important of customer relationship and customer retention ,it is very crucial for the companies in any
business domain to know what actually drives the customer satisfaction .As the cellular industry in India is one of the
fastest growing sectors it is important and interesting to explore the drivers of customer satisfaction in this industry .

MARKETING:

Marketing is process of planning and executing the conception ,pricing ,promotion and distribution of ideas ,goods and
services to create exchange that satisfy individual and organization.

DEFINITION:

“Marketing is specifically concerned with now transaction are created stimulated, facilitated and valued “.

CUSTOMER & CONSUMER:

A consumer is the most important visitor in business premise /service institution”.

“He is not dependent on the businessman or person rendering services we are dependent on him”
“A customer is a person who brings us his wants .it is our job handles them profitably to him andourselves”.
 6Types of customers

Customers can be classified into two main groups: internal and external. Internal customers work for the organization,
possibly in another department or another branch. External customers are essentially the general public.

Internal customers

 People working in different departments of the vendor’sorganization.

 People working in different branches of the vendor’sorganization.
External customers

 Individuals
 Businesses or business people, including suppliers, bankers andcompetitors.
 NGOs, Government bodies, Voluntary organizations.
Customer satisfaction is a business term which is used to capture the idea of measuring how satisfied an enterprise’s
customers are with the organization’s efforts in a marketplace.

The organization provides products (goods and/or services) of some kind to its customers through the mechanism of a
marketplace. The products that organization provides are subject to competition whether by similar product6s or by
substitutionproducts.

The reason an organization is interested in the satisfaction of its customers is because customers purchase the organization’s
products. Te organization is interested in retaining its existing customers and increasing the number of its customers.

General model

A general model of the buyer decision process consists of the following steps:

 Wantrecognition;
 Search of information on products that could satisfy the needs of thebuyer;
 Alternativeselection:
 Decision-making on buying theproduct;
OBJECTIVES OF THE STUDY:

1. To study the socio –demographic characteristic of therespondent.

2. To identify the customer satisfaction of Airtel services in Mannarguditown.
3. To study the customer’s awareness regarding life time prepaid mobile connection.
4. To analyses the customer opinion regarding product, price and promotion activities an variousschemes.
5. To give suitable suggestion to Airtelservice.

SCOPE OF THE PROJECT

The present research analysis his a wide scope .it covers various aspects which are useful in several ways to various
people.
  It helps to find out the leading cellular service provides in Mannargudi atpresent.
 It show the various for selecting a particular cellular service.

METHODOLOGY PRIMARY DATA:

With the aim of formal questionnaire with personal face interview the researcher had gathered the data for this project
.this first part of the questionnaire deals with the personal characteristic of the respondents .the second part of the
questionnaire deals with the respect to cellular services.

SECONDARY DATA:

The secondary data are these data or information collected from the secondarysources
.There secondary sources. There secondary sources may be both internal as well as external inchapter
.The internal source refers to information that already exists within the company or unit studied .the sources may consist
of both private and public document .it may be published or unpublished in nature.

RESEARCH DESIGN:

Descriptive research studies are these studies which are concerned with describing the characteristics of a particular
individual or of a group whereas diagnostic research studies determine the frequency with which something occurs on
its association with something else.
In descriptive as well as diagnosis studies, the research must be able to define clearly what he wants to measure and most.

Find adequate methods for measuring it along with a clear cut definition of population he wants to study .since the aim is to
obtain complete and accurate information in the studies the procedure to be carefully planned.

In this research the research her has adopted descriptive cum diagnostic research design.

Area of the study:

The selection of the study area is Mannargudi town .This study is conducted in Mannargudi Town .it is a historically renowned
town in thiruvarur District. The town has a population of about 63428 and an area to 04.6 square miles as per the municipal
records .it has a large number of commercials establishment, educational institutions and offers, nationalized and scheduled
bank. People of different religious and caste live in thistown.

The research realized more primary data 100 respondents were selected of random sampling techniques so as to give
representation to different classes of people .The collected information from the respondent’s interview schedule was used .the
collected data were scrutinized, edited and tabulated for presenting the data in an orderly manner.

LIMITATION OF STUDY:

1. The study is confined to 100 respondents only.

2. The study is restricted to Mannargudi town only due to cost and timeconstraints.
The information provided by the respondents is spontaneous and they may not be consistent.

CHAPTER SCHEMES:

 First chapter deals with introduction of the study.

 Second chapter deals with review of literature.
 Third chapter deals with the company profile
 Fourth chapter deals with data analysis and interpretation.
  Fifth chapter deals with findings, recommendation andconclusion.
LITERATURE REVIEW

Debarun Chakraborty (2013), in his article determined the customer satisfaction & expectation towards a
telecommunication company in West Midnapore which is a district of West Bengal. A descriptive study was
conducted to achieve the objectives. In total 250 respondents filled a well- structured questionnaire having a list of
statements pertaining to products, services & facilities provided by the service provider. Further results show that
there is a significant relation between the brand name and the preference of customers. Hence, it has been
recommended that telecom companies should focus on connectivity, call rate, coverage and network quality.
J. Pakola, M. Pietila and R.Svento12 (2003) in their article titled, “An Investigation of Customer Behaviour in
Mobile Phone Markets in Finland” have indicated that price and properties are the major influential factors affecting
the purchase of a new mobile phone, whereas audibility, price and friends are regarded as the most important in
choice of the mobile phone operators. He has stated that customers with prior experience about a product can be able
predict their choices relatively well but tend to overestimate the importance of a monthly access fee, mobile-to-
mobile rates and connectionfees.
P.Chandiran17 (2005) in his article entitled, “Product Life Cycle and Promotion Strategies in Cellular Telecom
Industry” brings to light the various promotion strategies followed by the cell phone services during the growth
stage. Brand building, emotional bondage and mass media are the effective advertising strategies adopted as
promotional tools.
As sales promotion strategies, the schemes, tariff plans, event sponsoring, special package for the corporate world, and co-
promotion should be given importance during the growth stage of the cell phone services. In the personal selling process, the
suitable strategies to be followed are focused personal selling and corporate accounts strategy.

Munnukka and Juha23 (2005) in their article titled, “Dynamics of Price Sensitivity among Mobile Service Customers” have
stated that customer satisfaction is a multi-dimensional nature and viewed overall satisfaction as a function of satisfaction with
multiple experiences with the service provider. He has discovered that price sensitivity is one of the key
factorsaffectingcompanies‟choicesofprices.Yetin mobile services sector business, practitioners are facing problems in deciding
prices as they are short of knowledge on their customers' price sensitivity levels and dynamics. Mobile service customers differ
significantly in their price sensitivity levels and customers with moderate usage of mobile services are least pricesensitive.

Debarun Chakraborty (2013), in his research investigated the customer satisfaction & expectation towards a
telecommunication company in West Midnapore which is a district of West Bengal. A descriptive study was conducted to
achieve the objectives. services & facilities provided by the service provider. Results reveal that the dimensions which
influence the satisfaction level of customer’s are: Core services (like good coverage, good connectivity and network quality)
and call rate. Further results show that there is a significant relation between the brand name and the preference of customers.
Hence, it has been recommended that telecom companies should focus on connectivity, call rate, coverage and network
quality.
Seth et al (2008) analyzed that there is relative importance of service quality attributes and showed that responsiveness
is the most importance dimension followed by reliability, customer perceived network quality, assurance, convenience,
empathy and tangibles. Customer satisfaction is a personal feeling of either pleasure or disappointment resulting from
the evaluation of services provided by an organization to an individual in relation to expectations. Service providers
frequently place a higher priority on customer satisfaction, because it has been seen as a prerequisite to
customerretention.

Buvaneswari and R. PrakashBabu67 (2013) in their article entitled, “Study on Customer Satisfaction towards Cellular
Service with Special Reference to Aircel at Mannargudi Town” have found that telecommunications companies also talk of
their customers being their most important assets like companies in other business domains. Aircel cellular service in
Mannargudi Town the subscription by the people is satisfactory and is steadily increasing. The company has wider scope in the
market of cellular service by extending its value added services, according to preference of the respondents

COMPANY PROFILE

Bharti Airtel

Telecom giant Bharti Airtel is the flagship company of Bharti Enterprises. The Bharti Group, has a diverse business
portfolio and has created global brands in the telecommunication sector. Bharti has recently forayed into retail business
as Bharti Retail Pvt. Ltd. under a MoU with Wal-Mart for the cash & carry business. It has successfully launched an
international venture with EL Rothschild Group to export fresh agri products exclusively to markets in Europe and USA

Airtel comes to you from Bharti Airtel Limited, India’s largest integrated and the first private telecom services provider
with a footprint in all the 23 telecom circles. Bharti Airtel since its inception has been at the forefront of technology and
has steered the course of the telecom sector in the country with its world class products and services. The businesses at
Bharti Airtel have been structured into three individual strategic business units(SBU’s)

1. MobileServices
2. Airtel TelemediaServices
3. EnterpriseServices.
Company history
As soon as the telecom industry opened to private sector investment beginning 1994,a large number of Indian companies
entered the segment with varying force, different strategies, and assorted aspirations; Bharti Airtel was one of the first
comers, which in times to come was going to be the Numero Uno storywriter of The Great IndianTelecom story. Bharti
Airtelsince its inception has been at the forefront of technology and has steered the course of the telecom sector in the
country with its world class products andservices.

2010-2011

 Bharti Airtel Limited (“Bharti”), Asia’s leading telecommunications service provider announced that it has
entered into a legally binding definitive agreement with Zain Group (“Zain”) to acquire Zain Africa BV based
on an enterprise valuation ofUSD
10.7 billion.
 Bharti Airtel makes Facebook’s mobile site free for its 130 million pluscustomers.

Airtel SWOT analysis

One of the top telecommunication companies in India, Airtel has spread across far and wide in the last 2 decades of its
existence. The company is known for its availability and its smart range of value added services. Here we present you
the SWOT analysis of Airtel to understand the strengths, weaknesses, opportunities and threats for the company. 

Strengths in the SWOT analysis of Airtel

1. Renowned Telecom company: With its 19+ years of rich experience in telecom industry this MNC had travelled far
to become world’s 3rd largest telecom operator overseas with operations in nearly 20 countries.
2. High Brand Equity: It is one of the pioneer brands in telecommunication having a high brand recall and with a
whopping subscriber base.
 3. Extensive infrastructure: With the formation of Indus tower & due to its partnership with Idea & Vodafone, the
infrastructure of Airtel has extended in all parts of the country resulting into nationwide penetration.
4. Strategic Alliances: The company has top notch stakeholders, namely Sony Ericsson, Nokia and singtel, and the
recent one being Apple. Such strategic alliances boost the brand equity and the bottom line of the company.
5. Torchbearer of the telecom Industry: With its number 1 spot due to its excellent services in developing economies,
Airtel has interconnected the life of people in an highly efficient way. Thus, where Vodafone is an external entrant,
Airtel is a leading nationwide player in India and the torchbearer of the telecom industry in India.

Weaknesses in the SWOT  analysis of Airtel

1. Outsourced Operations: Outsourcing operations helped Airtel in lowering its cost. But on the other hand, they are
running the risk of being dependent on some other companies which may affect its operations.
2. Venturing into African operations: Although it’s been 4 years that Airtel has acquired Zain’s Africa business, but
Airtel is still struggling to turn around the unit which was bought at a whoppy 9 billion dollars.
3. High Debt: With its acquisitions turning out to bad investment, and credit being high and margins being low, Airtel
group is under high debt. Airtel does not have as deep pockets as Vodafone.

Opportunities in the SWOT analysis of Airtel

1. Strategic Partnership: Partnering with smart phone companies is going to be a smart strategy as far as MNP (mobile
number portability in India) is concerned. This will ensure fixed cash flows in the future and a higher customer base.
2. Market Development: With fierce competition in the telecom industry & shrinking margins, venturing out in
new markets/developing economies will prove fruitful for the company.
3. VAS: VAS (Value Added services) is going to future of the telecommunication industry & by specializing itself in
this vertical Airtel can differentiate itself in highly competitive market. With introduction of unique services, Airtel can
avail higher margins.
4. Untapped geography of the current market: Although it is currently providing 3G & 4G services, but these services
are limited to specific geographical locations. Expansion of these services to most of its regions will help the company
get more margins and customers.
5. LTE: The whole wireless world is moving towards LTE (long term evolution or 4G). LTE for mobile broadband can
be a good solution for India where fixed broadband penetration is otherwise low. Airtel has taken the lead with this
version of LTE in 4 cities, but deployment needs to catch up pace. Despite a weak LTE ecosystem in India, Airtel
should portray itself as the embracer of that technology. The company lacks nationwide 3G license with spectrum in 13
out of 22 telecom service areas. Airtel’s LTE network for mobile broadband is still confined to only 4 cities in India.

Threats in the SWOT  analysis of Airtel

1. Government Regulatory Framework: With the auction of spectrum & change in the government policies on a
regular basis, it is a potential threat to the stability & existence of this industry thereby affecting the players.
2. Competition: Price war in the home market and declining margins due to this is adversely affecting the overall
business of the group.
3. MNP (Mobile number portability): MNP gives the customer independence to change the service provider while
retaining the number and as Airtel charges are premium over other service providers, it can see slump in subscriber base
in the next fiscal year with PAN India MNP applicable from May 3rd 2015.

Airtel Marketing Mix (4Ps) Strategy

Marketing Mix of Airtel analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the
Airtel marketing strategy. There are several marketing strategies like product/service innovation, marketing investment,
customer experience etc. which have helped the brand grow.
Marketing strategy helps companies achieve business goals & objectives, and marketing mix (4Ps) is the widely used
framework to define the strategies. This article elaborates the product, pricing, advertising & distribution strategies used by
Airtel.
Airtel Product Strategy:
The product strategy and mix in Airtel marketing strategy can be explained as follows:
Airtel provides a wide variety of services in the field of telecom. The summary of the products in the marketing mix of Airtel
are described as below:
• Mobile Services: Airtel provides both voice and data service to its customers. Currently Airtel has got the largest customer
base in India crossing over 358 million. Airtel was the first one to provide 4G services in India. Also Airtel provides a variety
of low cost plans for its voice and data services. Airtel mobile service can be classified into:
o Prepaid service eg. Recharge offers , roaming packs, blackberry packs, Family share pack, Handset pack etc.
o Postpaid service eg. Bill payment, My Plan, Roaming plans, other special offers etc.
o Other value added service eg. SMS, MMS, Hello tunes, Airtel Money, Airtel Live, 2G 3G 4G internet, voice mail, DND
services etc.
• Telemedia Services: Airtel provides broadband services across 87 cities in India. Some of the products offered are 4G homes
internet service, broadband internet connection, Dongels and routers for 4G and 3G services.
• Digital TV services: Airtel TV provides over 540 HD channels with superior picture quality. Airtel Digital TV+ setup box
also allows user to record TV programs that can be watched later.
• Airtel business: Airtel provides variety of Information and communication Technology services like data centre, network
integration, tower infrastructure service to other business, government and carrier customers.
Airtel Price/Pricing Strategy:
Below is the pricing strategy in Airtel marketing strategy:
Airtel follows a competitive pricing strategy because of the huge competition in telecom segment in India from competitors
like Reliance Jio, Vodafone etc.
The pricing strategies of all telecom companies are monitored by Telecom Regulation Authority of India to ensure fair prices
are being charged to all customers. Hence, despite regulation, the most important aspect in the pricing strategy in the marketing
mix of Airtel is based on competitive pricing strategy. Airtel provides flexibility to its customer to choose and customize their
plan according to their preference and pay tariff according to chosen pack (eg. MyPlan service to customer to choose their plan
and pay price accordingly). The aim of Airtel’s pricing strategy is customer retention by providing them with combo offers to
boost revenue. Airtel pricing strategies in broadband segment is also of very low cost and attracts huge customer base to avail
affordable plans. Airtel faces tough competition in terms of price war with other telecom companies like Reliance Jio and the
customer loyalty for any telecom company is nearly zero and entirely dependent on price of services, so Airtel offers its basic
product like call, data, SMS and other value added services at a cheap rate
Airtel Place & Distribution Strategy:
Airtel sells its service through distributers and retailers, which form the basis of place strategy in the marketing mix of Airtel.
Airtel has got a wide distribution network which spans across 20 countries. Airtel’s intensive distribution network enables it to
cover the remotest area. Airtel uses retail stores, convenient stores, roadside stalls etc to make its service available to
customers. Airtel makes its service available through businesses like paan shops, chemist’s shops, groceries shops etc. Airtel
has also launched ‘Project leap’ in the year 2015 to expand its coverage to over 5 lakh villages. Under this project, Airtel will
spend 60 thousand crores over a period of next three years to expand its network and make its services available across India.
Airtel also offers a dedicated 24 customer support service team which can be reached online or through telephone to report any
issue or solve customer queries.
Airtel Promotion & Advertising Strategy:
The promotional and advertising strategy in the Airtel marketing strategy is as follows:
Airtel is an established and well known brand in telecom sector. Airtel organizes a strong promotional campaigns for its
services utilizing all media channels from TV, print, events, social media etc. Hence the promotion strategy in the marketing
mix of Airtel is extremely comprehensive i.e. they do a 360 branding. Airtel has used all the big celebrities to endorse their
services like Shahrukh Khan, AR Rehman, Sachin Tendulkar, Vidya Balan etc. Airtel has also organized some famous
marketing campaigns to target youth audience and build its brand like ‘Har Ek friend Zaroori hota he’ and ‘Jo Tera Hain Wo
Mera Hain’. Airtel also sponsors various events like Cricket matches, Grand Prix etc and organized events like Airtel Delhi
Half Marathon etc under their community development programme and brand promotion. Airtel has also got a good presence
on social media like Facebook, Twitter etc. Which it uses for its service promotion and solve queries of customers. Airtel also
engages in public relations like Education campaigns, girls child awareness campaigns etc.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of airtel
People:
Airtel focuses on ‘Win with people’ approach for its effective business strategy. Airtel has got an employee base of 18179 with
a commendable employee engagement score of 79%. Airtel invests heavily in the training and development of the skills of its
employees. In 2016, Airtel invested 168 million to nurture talent within its organization and build high performance culture.
Airtel also focuses on developing a healthy work culture and efficient functioning of its cross functional teams. Airtel’s Talent
First Strategy focuses on building entrepreneurship and leadership skills in employees. The people strategy in the marketing
mix of Airtel focuses on hiring the right talent, training them and rewarding them. Airtel also promotes gender diversity in its
organization by promoting women friendly working policies. Airtel promotes itself as a learning organization where all
employees follow a learning development plan based on their career aspiration. Airtel also gives rewards and recognition to
indentify and retain talent within organization.
Process:
Airtel process for providing service to its customer is very easy and streamlined. Airtel process focuses on providing a reliable
and responsive service to its customers. To get a plan or new connection the customers can directly go to any Airtel’s service
centres or contact the support service to activate/deactivate a plan. Airtel’s customer can get their queries resolved 24*7 by
contacting the customer support number from anywhere across India. Airtel also opened India’s first Open network initiative
under Project Leap that displays network strength across India. This transparent policy allows customer to check network
strength and coverage and report any issue easily. Airtel also allow its customer easily to identify various plans and pick the
most suitable plan. Airtel customers are free to evaluate the services and then can carry on or switch to a different brand using
number portability. Airtel focuses on delivering optimal services without loss of quality through their commitment towards its
customers.
Physical Evidence:
Airtel retail outlet and relationship centres serves as a service point to its customers. The Company-Owned-Company-Operated
Airtel stores try to serve its customer in the best possible way by providing a one stop solution for all customer needs like
instant connection, dongle and broadband connection etc. These stores provide a superior customer experience with excellent
look and feel of all the outlets and convenient location within any city. Airtel products like sim card cover and recharge
vouchers are beautifully designed to appeal to the customer. Airtel provides its digital TV services through its set top boxes
which are easy to configure and use. All these products acts as a differentiating factor for Airtel service marketing. Hence, all
these help in summarizing the marketing mix of Airtel.

Analysis And Interpretation

Table 1

Classification Of The Respondents On TheBasis Of EducationQualification

 Percentage
No. of
Qualification
.respondents

Illiterate 4 4%

SSLC/HSC 4 4%

Degree 84 84%

Professional 8 8%

Total 100 100

Sources: primary data

INFERENCE:

This table reveals that 84% of respondents are degree holders, 8% of the respondents are professional, 4% of the
respondents are SSLC-HSC levels, 4% of respondents are illiterate are used airtel mobile connection. It can be
understood that degree holders are using airtel service higher than other levels

Chart 1

Classification Of The Respondents On The Basis Of Residence Locality

80
80
60
40 16
20 4
0 No. of
.respondents

Table 2

Classification Of The Respondents Prefer The Mobile Connection

Percentage
No. of
Prefer Mobile
.respondents

Easy connection 52 52%

Economical 4 4%
 High quality &
28 28%
compact

Mobility 16 16%

Total 100 100

Sources: primary data

INFERENCE:

This table reveals that 52% of respondents are prefer easy connection , 28% of respondents are prefer high quality &
compact,16% of respondents in the mobile. Airtel connection prefer mobility ,4% of respondents economical connection. It
can be observed that the airtel service are preferred by more due to respondents its easy connection.

Table 3

Classification Of The Respondents On The Basis Of Preferring The Airtel Brand

Preferring
The Airtel No. of Percentage
Brand .respondents

Brand image 32 32%

High storage
20 20%
capacity

Wide coverage 16 16%

Easy recharge
32 32%
method

Total 100 100

Sources: primary data

INFERENCE:

From the above table tells with is preferring the brand name of the Airtel, 32% of the respondents preferring this brand image,
32% of the respondents preferring this easy recharge method, 20% of the respondents preferring this high storage capacity,
16% of the respondents of them wide coverage

Table 4

Classification Of The Respondents On The Basis Of Year Using The Brand Airtel
 Percentage
Using The No. of
Brand .respondents

Below 1
12 12%
year

1-3 year 40 40%

3-5 year 28 28%

Above 5
20 20%
year

Total 100 100

Sources: primary data

INFERENCE:
The table reveal that 40% of respondents are using this brand of Airtel 1-3 years, 28% of respondents are using 3-5 years, 20%
of respondents are using above 5 years, 12% of respondents are using this brand Airtel below oneyear.

Chart 3

Classification Of The Respondents By Nature Of Airtel Mobile Connection Facility

70
60
50
40
68
30 No. of
20 .respondents
10 20
12
0

Table 5

Classification Of The Respondents Based On Preferring The Airtel Connection

Preferring
The Airtel Percentage
No. of
Connection .respondents

Tower facility 48 48%

SMS 20 20%

Minimum cost 16 16%

 Customer care 16 16%

Total 100 100

Sources: primary data

INFERENCE:

This table reveals that 48% of respondents are prefer this airtel tower facility, 20% of respondents are using SMS facility,
16% of respondents are prefer this airtel minimum cost, 16% of respondents are Customer care airtel services. Most at the
respondents prefer this service because of its towerfacility.

Chart 4
Classification Of The Respondents On The Basis Of Continuation Of Airtel Service

92
100

50 No. of
8 .respondents
0 No. of…
Yes No

CHI-SQUARE TEST

Association between gender and satisfied for using airtel

service of respondents

Null Hypothesis:

There is no different

Gender Highly Moderately Dissatisfied Total

Satisfied Satisfied

Male 12 8 4 24
 Female 68 8 0 76

Total 80 16 4 100

Null Hypothesis(HO):
There is no significant difference between the opinion Gender and satisfied for using Airtel service of the
respondents
(O) (E) (O-E) (O-E2) (O-E2) /

12 19.2 -7.2 51.84 2.7

68 60.8 +7.2 51.84 0.85

8 3.84 +4.16 17.30 4.50

8 12.16 -4.16 17.30 1.42

4 0.96 +3.04 9.24 9.62

0 3.04 -3.04 9.24 3.03

0 22.12
TOTAL

O-Observed Frequency E-Expected Frequency

Degree of Freedom (V) = (R – 1) x (C-1)

= (2-1) x (3-1)

= (1) x (2)

=2

Chi-square table value at signification level for 2 degrees of freedom ins 5.99

Result:

Since the table value is higher than the calculated value the null is less than the calculation value the hypothesis is
rejected . so it is true that there is no significant association between gender and satisfied for using airtel services.
 FINDINGS

1. Majority (84%) of the respondents are degreeholder.

2. Majority (80%) of the respondents are from rural area using Airtel mobileconnection.
3. Majority (52%) of the respondents are prefer this mobile easy connection best network and effort
abletariff.
4. Majority (32%) of the respondents are of friends Airtelservices.
5. Majority (32%) brand image and easy recharge method the respondents prefer this collection of them
used Airtelbrand.
6. Majority (40%) of respondents are using Airtel brand for more than 1-3years.
7. Majority (68%) of respondents says prepaid scheme is better and it isconvenient.
8. Majority (48%) of the respondents prefer this connection for its maximum service with towerfacility.
9. Majority (52%) of the respondents feel that the Airtel mobile connection is goodquality.
10. Majority (92%) of respondents are willing to continue with the present mobile connection in future also.

*
SUGGESTION

 Airtel mobile company has to improve the awareness of itsservice.

 If the Airtel company wants to get more market share, it has to adopt required marketing strategy to
overcome , Airtel , and BSNL and Reliance.

 More numbers of Airtel user feel that starter pack amount for getting a mobile connection is average
but in the case of Airtel it is high so the Airtel company has to reduce its starter pack amount to
increase itscustomer.

 Some respondents feel that the scheme available in Airtel mobile service is at its satisfactory level.
So the Airtel mobile connection should maintain its brand image , strategy andpolices.

 From the study I suggested the Airtel price is low service os best when compared to other cell
connection easily contract toother.

 The Airtel services is given low price offer to contract another phone and also given friends number
they get more sales in the market and improve more service is better in themarketing.

CONCLUSION

From the study on this report it is seen that launch of Airtel cellular service in mannargudi town the
subscription by the people is satisfactory and steady increasing. Majority of subscribes have expressed
better service provided by Airtel cellular service but the service by the franchisee is average. The sales
executives should be motivated to improve the service and get tough with the respondents. The rate of
income respondents is lower than the rate of outgoing respondents. The company should take several
steps to eliminate the default which results in loss ofrespondents.

The company has wider scope in the market of cellular service by extending its value added services,
according to the preference of the
respondents. The market in mannargudi is
still in an expending phase. The market is
not saturated , however the changing of
tariff rates and low awareness level is
making it difficult for the company to
maintain a constant growth rate. It has been
also observed the Airtel can gain more
number of customers by widening its area
of coverage. From this study of them given
the conclusion the price is low service is
best so we likely to by Airtelconnection.

REFERENCE

 1.Kotler, Philip (1999); Marketing

Management, Prentice Hall of India
Pvt. Ltd, NewDelhi.
 Saxena, Rajan (2003); Marketing
Management, Tata McGraw-Hill
Publishing Company Limited,
NewDelhi.
 Kazmi & Batra(2008); Consumer
Behaviour, Excel Books, NewDelhi.
 Ravi Shanker (2007) "Services
Marketing: The Indian Perspective",
Excel Books, NewDelhi.
 Pratibha B. Munot (2002), ‘Study Of
Telecommunications Structure In
India’, Oklahoma State University,
M.S. in Telecommunication
ManagementProgram.
 Shanthi N.M. (2005), ‘Effectiveness of
Predictive Churn Models for sustaining
market share in telecom industry – An
Appraisal’, ICFAI Journal of Services
Marketing, September2005.
 Bebko and Charlene Pleger (2002),
‘Service Intangibility and Its Impact on
Consumer Expectations of Service
Quality’, Journal of Service Marketing,
Vol. 14, No.2,
 Carsten Fink, Aaditya Mattoo and
Randeep Rathindran (2001),
‘Liberalizing Basic
Telecommunications: The Asian
Experience’, World Bank Policy
Research Working Paper 2718.