INTRODUCTION

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Consumer Awareness, Consumer Rights and Responsibilities
Consumer Awareness is an act of making sure the buyer or consumer is aware of the
information about products, goods, services, and consumers rights. Consumer awareness
is important so that buyer can take the right decision and make the right choice.
Consumers have the right to information, right to choose, right to safety. Let us learn
more about Consumer rights, responsibilities and consumer awareness in detail.

Consumer Rights and Responsibilities

Consumer Rights is an insight into what rights consumer holds when it comes to seller
which provide the goods. What if the goods provided to the consumer by the business is
not up to the standard? Then in that case – what should a consumer do? To be precise,
what rights consumer have is in the court of law to fight against the malpractices of the
business firms or seller.

Consumer Rights

 Right to Safety: This is the first and the most important of the Consumer Rights.
They should be protected against the product that hampers their safety. The protection
must be against any product which could be hazardous to their health –
Mental, Physical or many of the other factors.

 Right to Information: They should be informed about the product. The product

packaging should list the details which should be informed to the consumer and they
should not hide the same or provide false information.
 Right to Choose: They should not be forced to select the product. A consumer
should be convinced of the product he is about to choose and should make a decision
by himself. This also means consumer should have a variety of articles to choose
from. Monopolistic practices are not legal.

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  Right to Heard: If a consumer is dissatisfied with the product purchased then they
have all the right to file a complaint against it. And the said complaint cannot go
unheard, it must be addressed in an appropriate time frame.
 Right to Seek Redressal: In case a product is unable to satisfy the consumer then
they have the right to get the product replaced, compensate, return the amount
invested in the product. We have a three-tier system of redressal according to
the Consumer Protection Act 1986.
 Right to Consumer Education: Consumer has the right to know all the
information and should be made well aware of the rights and responsibilities of the
government. Lack of Consumer awareness is the most important problem our
government must solve.

Responsibilities of a Consumer

The consumer has a certain responsibility to carry as an aware consumer can bring changes
in the society and would help other consumers to fight the unfair practice or be aware of it.

 They should be aware of their rights under the Consumer Protection Act and
should practice the same in case of need.

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  They should be well aware of the product they are buying. Should act as a cautious
consumer while purchasing the product.
 If in case a product is found of anything false or not satisfactory a complaint
should be filed.
 The consumer should ask for a Cash Memo while making a purchase.
 A customer should check for the standard marks that have been introduced for the
authenticity of the quality of the product like ISI or Hallmark etc.

What Is the Meaning of Consumer Awareness?

Consumer Awareness is the process of making the consumer of goods and services aware of
his rights. It involves educating a consumer about safety, information and the redressal
options available to him.

As previously discussed consumer awareness is one of the most persistent problems the
government faces when it comes to consumer protection. To resolve this problem the
government has come up with various methods over the years. In fact, it is the main aim of
the Department of Consumer Affairs.

Consumer Awareness in India

One of the most important and successful Consumer Awareness campaign in recent times
has been the “Jago Grahak Jago” campaign. You must have certainly come across it. It is a
great example of successful consumer awareness.

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Page 5 of 76
 COMPANY PROFILE

IDEA CELLULER LIMITED

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Idea Cellular Limited (Idea)

Board of Directors-
1. Mr. Kumar Mangalam Birla (Chairman)
2. Smt. Rajashree Birla
3.Mr. Himanshu Kapania (Managing Director)

Idea Cellular is a part of the US $24 billion Aditya Birla Group and a leading GSM
mobile services operator with licenses to operate in 13 telecom service areas in India. The
company has operations in Delhi, Himachal Pradesh, Rajasthan, Haryana, Uttar Pradesh
(W) & Uttaranchal, Uttar Pradesh (E), Madhya Pradesh& Chhattisgarh, Gujarat,
Maharashtra & Goa, Andhra Pradesh and Kerala with the planned expansion into
Mumbai, Bihar &Jharkhand. Idea’s footprint will cover nearly 70 percent of India’s
telephony potential. Idea Cellular had 16.13 Million subscribers as on June30, 2007, and
had a market share of 15.4 percent as on June 30, 2007 in its 11 service areas of
operation.

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History of Idea Cellular Limited:
Idea Cellular's history dates back to the year 1995, when it was incorporated as Birla
Communications Services The following year, the company entered into a joint venture
with Grasim Industries and the global telecom giant AT&T. The same year, its name was
changed to Birla AT&T Communications Limited. Amerger with Tata Cellular Limited
took place in 2000. In 2002, the company created the brand ‘Idea' and changed its name
to Idea Cellular Limited. The same year it launched operations in Delhi and crossed the
one million subscriber base; in 2005, it crossed the subscriber base of five million. In
2006, the Tata Group transferred all its shares to the Aditya Birla Group and the group
became the largest shareholder in the company. In 2007, Idea came with an IPO and got
listed on the bourses - the same year it reached the subscriber base of 60million.

TELECOM INDUSTRY IN INDIA

The telecom industry is one of the fastest growing industries in India. India has nearly
200 million telephone lines making it the third largest network in the world after China
and USA. With a growth rate of 45%, Indian telecom industry has the highest growth
rate in the world .Much of the growth in Asia Pacific Wireless Telecommunication
Market is spurred by the growth in demand in countries like India and China. India‘s
mobile phone subscriber base is growing at a rate of 82.2%.China is the biggest market in
Asia Pacific with a subscriber base of 48% of the total subscribers in Asia Pacific.
Compared to that India’s share in Asia Pacific Mobile Phone market is 6.4%.Considering
the fact that India and China has almost comparable populations, India’s low mobile
penetration offers huge scope for growth.
 History of Indian Telecommunications:
Started in 1851 when the first operational land lines were laid by the government near
Calcutta (seat of British power). Telephone services were introduced in India in 1881. In
1883 telephone services were merged with the postal system. Indian Radio Telegraph
Company (IRT) was formed in 1923.After independence in 1947; all the foreign
telecommunication companies were nationalized to form the Posts, Telephone and

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Telegraph (PTT), a monopoly run by the government's Ministry of Communications.
Telecom sector was considered as a strategic service and the government considered it
best to bring under state's control. The first wind of reforms in telecommunications sector
began to flow in 1980s when the private sector was allowed in telecommunications
equipment manufacturing. In 1985, Department of Telecommunications (DOT) was
established. It was an exclusive provider of domestic and long-distance service that
would be its own regulator (separate from the postal system).In 1986; two wholly
government-owned companies were created
The Videsh Sanchar Nigam Limited (VSNL) for international telecommunications and
Mahanagar Telephone Nigam Limited (MTNL) for service in metropolitan areas. In
1990s, telecommunications sector benefited from the general opening up of the economy.
Also, examples of telecom revolution in many other countries, which resulted in better
quality of service and lower tariffs, led Indian policy makers to initiate a change process
finally resulting in opening up of telecom services sector for the private sector. National
Telecom Policy (NTP) 1994 was the first attempt to give a comprehensive roadmap for
the Indian telecommunications sector. In 1997, Telecom Regulatory Authority of India
(TRAI) was created. TRAI was formed to act as a regulator to facilitate the growth of the
telecom sector. New National Telecom Policy was adopted in 1999 and cellular services
were also launched in the same year. Telecommunication sector in India can be divided
into two segments. Fixed Service Provider (FSPs), and Cellular Services. Fixed line
services consist of basic services, national or domestic long distance and international
long distance services. The state operators (BSNL and MTNL), account for almost 90 per
cent of revenues from basic services. Private sector services are presently available in
selective urban areas, and collectively account for less than 5 per cent of subscriptions.
However, private services focus on the business/corporate sector, and offer reliable, high-
end services, such as leased lines, ISDN, closed user group and video conferencing.
Cellular services can be further divided in to two categories: Global System for Mobile
Communications (GSM) and Code Division Multiple Access (CDMA). The GSM sector
is dominated by Airtel, Vodfone-Hutch, and Idea Cellular, while the CDMA sector is
dominated by Reliance and Tata Indicom.

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Opening up of international and domestic long distance telephony services are the major
growth drivers for cellular industry. Cellular operators get substantial revenue from these
services, and compensate them for reduction in tariffs on airtime, which along with rental
was the main source of revenue. The reduction in tariffs for airtime, national long
distance, international long distance, and handset prices has driven demand.

INTRODUCTION OF IDEA CELLULAR LIMITED

Idea Cellular is a part of the US $24 billion Aditya Birla Group and a leading GSM
mobile services operator with licenses to operate in 13 telecom service areas in India. The
company has operations in Delhi, Himachal Pradesh, Rajasthan, Haryana, Uttar Pradesh
(W) & Uttaranchal, Uttar Pradesh (E), Madhya Pradesh& Chhattisgarh, Gujarat,
Maharashtra & Goa, Andhra Pradesh and Kerala with the planned expansion into
Mumbai, Bihar &Jharkhand. Idea’s footprint will cover nearly 70 percent of India’s
telephony potential. Idea Cellular had 16.13 Million subscribers as on June30, 2007, and
had a market share of 15.4 percent as on June 30, 2007 in its 11 service areas of
operation.

History of Idea Cellular Limited:

Idea Cellular's history dates back to the year 1995, when it was incorporated as Birla
Communications Services The following year, the company entered into a joint venture
with Grasim Industries and the global telecom giant AT&T. The same year, its name was
changed to Birla AT&T Communications Limited. Amerger with Tata Cellular Limited
took place in 2000. In 2002, the company created the brand ‘Idea' and changed its name
to Idea Cellular Limited. The same year it launched operations in Delhi and crossed the
one million subscriber base; in 2005, it crossed the subscriber base of five million. In
2006, the Tata Group transferred all its shares to the Aditya Birla Group and the group
became the largest shareholder in the company. In 2007, Idea came with an IPO and got
listed on the bourses - the same year it reached the subscriber base of 60million.

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Introduction
India is one of the most dynamic land for pursuing business & services of wide range.
India is at a very stable and critical stage where technology is playing a crucial role to
boost the national economy of the country. Telecommunication industry is a rapid
growing and very competitive market. India is termed as the second largest
telecommunication market in the world. The telecommunication industry is bifurcated in
wireline, wireless and internet service providers. Total telephone subscriber base reached
1,193.72million and tele-density reached 91.21% respectively, at the end of Nov’ 2018.
Total Mobile subscriber base in the country stood at 1,171.76mn at the end of Nov’2018.
This article will make an attempt to understand the evolving market structure of Indian
Mobile market. The purview of wireline is only considered here for to understand the
genesis of telecommunication market in India. Since the inception of telecom in India
starting from wireline monopoly market, to present Oligopoly, market has evolved in
terms of revenue as well as technology and in competition per se.
Impact of Telecommunication
The GDP of India was 2,600 bn US$ in year 2017. In the year 2020, it is predicted the
contribution of the telecom sector to the GDP would rise to 8.2%. Presently, telecom
industry contributes 6.5% in national GDP. Telecommunication is truly an indispensable
part of the Indian economy. To understand how telecom, influence the GDP of India, we
need to observe its direct and indirect impact.
Direct Impact:
 Investment in capital
 Generation of employment
 Production of Goods & Services

Indirect Impact:
 Business efficiency
 Enhanced information flow
 Diffusion of innovation
 Better access to markets.

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Evolving Mobile Industry
The genesis of Indian Telecom sector began in 1851, when the first operational landlines
were laid down British govt. in Kolkata, (Khan and Tarab, 2012). Telephone services
were merged with postal system in 1883. In the year 1923, Indian Radio Telegraph
Company (IRT) was formed. After India got independence in 1947, foreign companies
operating telephone services were nationalized to form Telephone, Telegraph & Post
(PTT) which was under Government of India, Ministry of Communications as a
monopoly segment. In 1985, Indian Telecom department was formed and now was part
of the state. Telecom department was spilt in to 2 public sector organizations MTNL
operating in Delhi and Mumbai and BSNL operating in other regional areas. These PSU
acted as “natural monopoly” operator as there was no extra competition due to the huge
fixed and sunk costs associated with investment.
Similar kind of monopoly structure was observed in other countries where govt. initiated
the integration of telecom services. Monopolies have a very distinct characteristics as
they restrict production, needlessly high tariffs being charged, operate with bureaucracy
and inefficiency and enjoy vast power. Liberalisation of the market can mitigate these
characteristics and if a healthy competition can be developed and maintained, it can be
likely to provide superior results.
In 1994, government introduced National Telecom Policy giving way to the new wireless
technology, but the market was highly regulated. FDI was just limited to 49% and during
bidding for air waves or spectrum only 8 operators were given license (2 per circle), this
was the inception of Duopoly market. Indian telecom areas are segmented into circles as
air waves were limited so there was only limited mobility available. The operators were
generally big Indian business houses like Birla, Tata, Modi who collaborated with foreign
companies like Telstra, Orange/Hutch to launch mobile services. Quality offers a tactical
advantage in a duopoly competitive situation. Rivals improvise their offerings with better
quality than their competitors in the market place to gain a 'first mover advantage' over
rivals.
In 1997 Telecom Regulatory Authority of India (TRAI) was established. TRAI was
incorporated to provide recommendations on the need and timing for introduction of new
service provider and the terms and conditions of license to a service provider. TRAI is

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vested with judicial authority and powers. Any appeals cited against its decisions will
have to be taken care with the High Court of India.
By 1999 a New Telecom Policy (NTP99) was formed, under which many anomalies of
previous policy were abolished, or restrictions were laid off. FDI raised to 74%. New
private Operators given license. Genesis of Highly competitive market. Entry for private
players, Unlimited competition would be allowed. During the same period restrictions on
technology use i.e GSM or CDMA was also lifted, now any mobile operator can provide
any service. Few telecom operators like Birla AT & T and Tata merge cellular operations.
On 13th Jan’ 2005 TRAI came out with recommendations on a Unified licensing system
that was in line with the convergence of markets in the country. Technologies were
becoming a reality and forcing a realignment of the industry. A single service provider
can now offer multiple offerings telecommunication, cable and broadcasting services.
During the years 2007-20014 many private companies were given license to operate
mobile services throughout the country. There were almost 10 operators who solely or in
collaboration with foreign partner were deploying their network. The mobile industry
seemed be at its top. Japan (DOCOMO) acquired stake in Tata Teleservices, Russia
(MTS) with Shyam Telecom, Norway (TELENOR) with Unitech, UAE (ETISALAT),
VODAFONE invested in India 2009 but license of many cancelled due to political
SCAM. The investigation revealed 2G licenses had been issued to telecom operators at
casual prices causing a loss of Rs 1.76 lakh crore to the Comptroller and Auditor General
of India (CAG), which is a supreme auditing body of India. Licenses had been issued to
unqualified applicants who had intentionally suppressed facts, disclosed incomplete
information, submitted fictitious documents and used fraudulent means for getting
licenses and thereby access to spectrum. Almost 14 mobile operators were there in years
2010 to 2012, intense competition.

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By the end of 2012 there was a new Telecom policy (NTP2012) was envisaged which
brought a new wave of broadband and internet spread through the country covering rural
population. There were many objectives of this policy which included Increase rural
teledensity, affordable and reliable broadband-on-demand, Promote innovation, One
Nation - One License across services and service areas, One Nation - Full Mobile
Number Portability. The market share of top telecom operators was fluctuating due to
intense competition. Certain times it was observed that players are in collusion. The
market share of 12 telecom operator in terms of revenue at end of November 2012 is
shown below.
% Market share (Subscribers) as of November 2012

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The market was saturated small telecom players were giving up, as the revenues and
ARPU (Average revenue per user) were falling drastically. Top companies like Airtel and
Vodafone took over other smaller players in regions or nationally. A new entrant
“Reliance Jio” severely devastated the market. The times was witnessing telecom players
waging price wars against one and another to attain market monopoly, Jio with its
exclusive [mass reach out] strategy created a wave of sensationalism in its users and a
fear of losses in its competitors. Jio came with a plan offering free data and voice service
to gain maximum acquisition. After its launch the company grew in numbers so quickly
that it was said that Airtel took 18 years to reach at the same level what Jio did in 18
months. Incumbent operators who were already in debt and striving hard to survive were
profusely bleeding now. The players alleged Jio for predatory pricing. The market
started towards more consolidation wherein big players like Idea & Vodafone merged to
become one. Airtel tookover bleeding Tata Docomo, Telenor.

%Market share (Subscribers) as of November

The entire telecom mobile industry is now run by 3 elite players namely Airtel ,Voda-
Idea and Jio. The markets saw cartel and collusion with time, as both these economical

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strategies are extensively used in many other industries as well. Presently the market is
now following Oligopoly trend and we will prove the same in next chapter.

What is Oligopoly market?

Oligopoly the term came in to existence with Cournot almost 140 years ago. Oligopoly
theory anticipates fundamental development in game theory. (Friedman, 1983)
Oligopoly market is characterized by few sellers who are selling homogenous or
differentiated products. Industry which are dominated by few large firms are oligopoly in
nature.
Main features of Oligopoly:
 Domination by a few firms.
 Interdependence of firms – companies will be affected by how other firms set
price and output.
 Barriers to entry- The barriers to entry may include brand loyalty or economies of
scale.
 High Opex and Capex
 Differentiated products. In an oligopoly, firms often compete on non-price
competition.

Collaborating Oligopolies
When two or more oligopolies in any market tend to agree to fix prices or take
part in anti-competitive behaviour, they form a Collusion. This can be formal or
informal.
A formal agreement that take place between the firms is a Cartel and is illegal.
In an informal agreement, the firms act as a monopoly and choose their own price
that maximizes output.
Collaborations like these are highly susceptible to end quickly as firms have an
inducement to cheat. They all would expect other members to restrict their output
to what they had agreed but would want to increase their production. However, if

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 they are a few big firms with similar costs and rising demand, the agreement is
likely to last.

Competing Oligopolies
Even if there is no formal agreement, companies in oligopoly would hardly
change their output with changes in cost. This can be observed in the diagram
below; there is a ‘stickiness’ in price as firms produce the same output when
marginal cost is at Marginal Cost Upper or Marginal Cost Lower.
The assumption is that when a rival firm increases its price, other companies will
not follow, but if a competing business decreases its price then others will follow.
This leads to a ‘kink’ in the demand curve.
The upper part of the D, AR curve is more price elastic (sensitive to price
changes) than the lower part. This is because of the assumption that at the higher
price, firms will not follow but at the lower price, other firms will cut prices too.
The Kinked Demand (Non-Collusive Oligopoly) Graph

Oligopoly market determination

To prove the occurrence of oligopoly in the telecom sector, we need to critically examine
the market share of all the market participants. The data has been obtained from the TRAI

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website, which is available in public domain. The market share of the industry is
quarterly assessed and is used to identify the large, medium and smaller level players in
the industry. The data has been utilized for conducting two tests which are used to
determine the presence of oligopoly in the industry. These are namely the Concentration
Ratio and the Herfindahl-Hirschman Index.

Concentration Test:
• Key indicators are sales revenue and industry revenue in market share (Individual
Revenue/Total Revenue)

• Takes into account Top 2,3 or 4 players in the market

• Concentration ration of top 2 at 74.38% (AIRTEL + IDEA-VODAFONE)

Herfindahl-Hirschman Index:
• Squares the market share

• Sum of squares ranging between 0-10,000

• Moderate concentration between 1500-2000 conclude market is “Oligopoly”

• Increase of HHI by 200 points can lead to anti-competitive behavior in market in

a highly competitive market. Example: Reliance Jio’s free voice call with data
services in the market. Predatory pricing model used.

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 VODAFONE IDEA LIMITED

Vodafone Idea Limited

Type Public
 BSE: 532822
Traded as
 NSE: IDEA
Industry Telecommunications
Vodafone India
Predecessor
Idea Cellular
Founded 2018
Mumbai (Corp.)
Headquarters
Gandhinagar (Reg.)
Key people Kumar Mangalam Birla
(Chairman)
Balesh Sharma

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 (CEO)
Mobile telephony, wireless
Products
broadband
₹7,663.6 crore (US$1.1 billion)
Revenue
(2018)
Operating ₹7,202.2 crore (US$1.0 billion)
income (2018)
₹4,950.5 crore (US$690 million)
Net income
(2018)
415.15 million
Members
(January 2019)
Vodafone Group
Parent
Aditya Birla Group
Website www.vodafoneidea.com

Vodafone Idea Limited is India's largest telecom operator with its headquarter based in
Mumbai, Maharashtra. Vodafone Idea is a pan-India integrated GSM operator offering
2G, 3G and 4G(LTE) mobile services under two brands named Vodafone and Idea.
Vodafone Idea also provides services including Mobile payments, IoT, advanced
enterprise offerings and entertainment, accessible via both digital channels as well as on-
ground touch points, centers across the country. The company's vision is 'to create world
class digital experiences to connect and inspire every Indian to build a better tomorrow'.
As of December 2018, Vodafone Idea has 35.61% market share in India with 418.745
million subscribers, making it the largest mobile telecommunications network in India
and second largest mobile telecommunications network in the world. Vodafone Idea has
a broadband network of 340,000 sites, distribution reach of 1.7 million retail outlets.

On 31 August 2018, Vodafone India merged with Idea Cellular, and was renamed as
Vodafone Idea Limited. However, the merged entity continues using both the Idea and
Vodafone brand. Currently, the Vodafone Group holds a 45.1% stake in the combined
entity, the Aditya Birla Group holds 26% and the remaining shares will be held by the
public. Kumar Mangalam Birla heads the merged company as the Chairman, with Balesh
Sharma as the CEO

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History

On 20 March 2017, Idea and Vodafone India announced that their respective boards had
approved a merger of the two companies. The merger got approval from Department of
Telecommunications in July 2018. On August 30, 2018, National Company Law Tribunal
gave the final nod to the Vodafone-Idea merger The merger was completed on 31 August
2018, and the newly merged entity is named Vodafone Idea Ltd. The merger created the
largest telecom company in India by subscribers and by revenue. Under the terms of the
deal, the Vodafone Group holds a 45.2% stake in the combined entity, the Aditya Birla
Group holds 26% and the remaining shares will be held by the public.

Idea previously bought Spice Communications Ltd, operating as Spice Telecom, for over
Rs 2,700 crore.

Operations

Vodafone Idea Limited competes with other major mobile operators including Airtel,
BSNL, MTNL and Reliance Jio. Tata DoCoMo – with whom Vodafone Idea Limited
competed is now in the process of Merging their businesses with Airtel,. Vodafone Idea
Limited has gone far ahead of the rest of these competitors with a Revenue Market Share
of over 32.2%.

On 19 May 2010, in the 3G spectrum auction Vodafone Idea Limited paid ₹57.68 billion
(US$800 million) for spectrum in 11 circles Vodafone Idea Limited launched its first 3G
services in 2011.

As of September 2018, Vodafone Idea Limited offers 4G LTE services on its own
spectrum in all the telecom circles.

Radio frequency summary

Vodafone Idea Limited owns spectrum in 900 MHz, 1800 MHz, 2100 MHz, 2300 MHz

and 2500 MHz bands across the country.

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 GSM / FD- UMTS / FD-
E-GSM TD-LTE TD-LTE
LTE LTE
Telecom circle coverage 900MHz 2300MHz 2500MHz
1800MHz 2100MHz
Band 8 Band 40 Band 41
Band 3 Band 1
Delhi
Mumbai
Kolkata
Andhra Pradesh &
Telangana
Gujarat
Karnataka
Maharashtra & Goa
Tamil Nadu
Haryana
Kerala
Madhya Pradesh &
Chhattisgarh
Punjab
Rajasthan
Uttar Pradesh (East)
Uttar Pradesh (West)
West Bengal
Assam
Bihar & Jharkhand
Himachal Pradesh
Jammu and Kashmir
North East
Odisha

Note: the above table contains Vodafone-Idea (merged entity) radio frequency details
because they share their networks with each other via ICR (intra-circle roaming
agreement) in some circles. For example, Idea has started its customers in Delhi access
4G services in May 2018 via the Vodafone network.

Network Integration

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Vodafone Idea announced the consolidation of its radio network integration in 8 telecom
circles within five months.The integration of radio network will enable both Vodafone
and Idea customers to enjoy a unified network experience on 2G, 3G and 4G in 8 telecom
circles such as West Bengal, Haryana, HP, Assam, North East, AP & Telangana
(excluding Hyderabad), J&K and MP & Chhattisgarh

Financial Results
Q3 FY19: Vodafone Idea posted a consolidated loss of Rs 5,005.7 crore for the quarter
ending December 2018. The teleco posted a loss of Rs 4,973.80 crore in the sequential
quarter ended September 30, the first quarterly earnings reported by the combined entity.
The total income was reported at Rs 11,982.8 core during the same quarter. The income
increased by 52 per cent compared to Rs 7,878.6 crore in the previous July–September
quarter.

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Page 24 of 76
The VALUE ADDED SERVICES being offered by Idea cellular are-:
 SMS Based
-Mobile to Mobile
-Mobile to Application

 Voice Based
-Voice Courier (4141)
-Music Messaging (2345)
-Info on call Services
-Voice mail
-Say IDEA 456
-Ganesha Speaks 181

 GPRS Based
-Internet on mobile
-MMS
-Mobile WAP Application.
-Poly/ Wall/java/video

The POWER SERVICES being offered by idea cellular are:-

1. What’s Hot?
-IDEA M coupons
-Ringtones
-Logos
-Bollywood Buzz
2. Movie reviews
3. Cricket Live
4. News
5. Horoscope
6. Jokes
7. IDEA Care

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 8. Games Parlour
9. Just 4 Fun
10. Delhi Life
11. E-Mail
12. M-Chat
13. Travel
14. Finance

SAY IDEA: -

It is a voice portal service, which allows to download ring tone, cricket live, listen to
movie reviews etc.
The dialling number is 456 from any Idea connection.

GANESHA SPEAKS: -

Ganesha Speaks is a live astro predictions line, which predicts your horoscope by live
pandits.
The dialling number is 181 from any Idea connection.

MISSED CALL ALERT: -

It is a SMS based service which allows you to get the list of all the missed calls when
mobile is out of network area or switched off. You instantly get a SMS indicating number
of missed calls.
To get the list of missed calls and their time, just reply back to 6225 with text ‘GET’ as
SMS.
The SMS number is 6225.

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MUSIC MESSAGING: -

It is voice-based service that allows you to listen and dedicate songs to your loved ones
depending on your choice and mood.
To dedicate songs there is a category of songs to choose, like LOVE, BIRTHDAY,
ANNIVERSARY, CONGRATULATIONS etc.
The dialling number is 2345 from any Idea connection.

POWER SERVICES: -

The first thing on your menu is Power services. Click on it to enter a vibrant zone where
you find “What’s hot? Bollywood BUZZ, latest English and Hindi hits as ringtones,
logos and more. Go on to movie reviews, cricket live, astrology, jokes and experience the
wonderful feeling of power at the press of the button.
The various Power Services are as follows: -

GAMES PARLOUR: -

Now, break way from those boring games on your handset. Idea presents an entire games
parlour on the network. Where you can not only choose from an array of exciting games,
but also has the option of challenging other Idea subscribers to an online dual.

M-COUPONS: -

M-COUPONS are electronic discount coupons delivered directly to your mobile. So you
can use them to avail discounts at an extensive range of shops, restaurants, discotheques
etc. No need to carry discount coupons or bulky booklets.

Page 27 of 76
LANGUAGE SMS: -

Feel free to express your emotions in your mother tongue. With SMS in 9 regional
languages. Choose from Hindi, Punjabi, Bengali, Tamil, Malayalam, Telegu, kannnada,
Marathi and Gujarati.

CRICKET LIVE: -

Idea has ball-by-ball cricket coverage on cell phone, so you don’t miss out on any part of
your favourite game while on the move.

JUST 4 FUN
FIND A FRIEND: -

Just give personal profile and find for yourself the perfect friend to chat with, from
among our subscribers.

RINGTONES: -

Idea gives a musical ring to your cell phone. Choose from rock, classics in English and
Hindi and bollywood hits or even create your own ring tones.

LOGO’S: -

Download logo’s and customise settings according to it.

PICTURE MESSAGE: -

Choose from an array of picture and add life to your SMS.

Page 28 of 76
TEXT 2 LOGO: -

Idea lets you to have your name or any other text item as a logo.

DELHI LIFE: -

All the cool .happening joints in the city are now at your fingertips. Because your mobile
menu has pre fed details on the life in your city.
Choose from movie theatres, discos, hotels and restaurants, bowling alleys, health care,
beauty saloons, hospitals, 24-hour chemists, and ATM’s.

M CHAT: -

Make new friends on the go and chat away. M chat lets you to create your own profile
and chat with your buddies on idea cellular service, yahoo, MSN or ICQ.

E-MAIL: -

You can send or receive E-MAILS on your mobile.

TRAVEL: -

To check the flight schedules and status of jet airways, Indian airlines and air Sahara.

FINANCE: -

HDFC bank
Mobile banking is now just a click away. With Idea, the balance can be checked or
request for a statement of account or a chequebook for your HDFC account.

Page 29 of 76
STOCKS: -

Get the latest updates on the stock exchange on your cell phone. You can get both sensex
updates or individual stock prices.

Page 30 of 76
Page 31 of 76
 OBJECTIVES

To measure the awareness level of value added services among the retailers that includes
franchise and distributors of Idea Cellular.

The parameters on which the research was based were

 Awareness level of VAS.
 Usage of VAS.
 Frequency of customers approaching the retailers to enquire about these
services.

Page 32 of 76
Page 33 of 76
 SCOPE OF THE STUDY

 It is a voice portal service, which allows to download ring tone, cricket live, listen
to movie reviews etc.
 The dialling number is 456 from any Idea connection.

 Ganesha Speaks is a live astro predictions line, which predicts your horoscope by
live pandits.

 The dialling number is 181 from any Idea connection.

 For the recruitment and selection various test include for e.g. aptitude test,
personality test and group discussion.
 As we all know that, in today’s highly competitive age the biggest problem is of
retention of its highly skilled employees in the organization.
 Recruitment plays a vital role in this regard. But it should be seen that no system
is without any flaws. Every system has its strong and weak points and is open for
change at any time.
 IDEA had a well-developed Selection System for its employee’s development.
Thus, the company provides scope for employees on future growth, career
planning, training and development.

Page 34 of 76
Page 35 of 76
 RESEARCH METHODOLOGY

The research methodology is the way whichsystematically solves the research pro
blems. The main objective of the project was to study about Idea & Voda and compare
the Idea & Voda with their competitors. For this, right at the beginning the research plan
was prepared. This includes all the detail of how to go about research work of Idea.

DATA COLLECTION:

The descriptive nature of research necessitates collection of  primary  data 

from car owners through market survey technique which were conducted through
structured questionnaire. The questions were asked in prearranged manner. The market
research was conductedover a period of 30-35 days. Data was tabulated, analyzed and
suggestions were given.

RESEARCH INSTRUMENTS:

The Research instrument chosen for conducting the survey was structured

questionnaire, which was preparedas shown earlier. The questionnaire designed and a
pilotsurvey was made with the questionnaire and then changeswere made accordingly
with the questionnaire.

SAMPLE PLAN:

• A sampling technique was chosen for the study wasRandomSampling
Technique.
• This is the most common method  of  selecting  the  sample. 

SAMPLE SIZE:

 100 respondents in  Gorakhpur city.

Page 36 of 76
CONTACT METHOD:

 Personal interview is used for conducting the marketsurvey. Personal interview w
as conducted with the_structured questionnaire. Personal interview had the_benefit of on
e to one communication between the researcher and the respondent.

If the respondent is having any  doubt  or  queries  in  their  mind,  they  can  get 
their doubts clarified from the researcher on the spot and so superior data were collected
from the survey.

ANALYSIS AND INFORMATION:

Detailed information was collected for the project through the market  survey  to 
know the Idea in the region of Gorakhpur. The interview of Sim
users was taken in friendly atmosphere so as to encourage them to give right information,
without any hesitation.

ANALYSIS:

The analysis of the collected information was made in scientific manner.

Page 37 of 76
Page 38 of 76
 1. Q) Have you ever used any IDEA Value Added Services?

Yes No No

If yes then, which services please write the name,

This question is put so as to measure how many people actually use these services in
retail. This question has weightage of 15% for calculating score of trade partners.

YES NO
52 48

YES
48% 52%
NO

Interpretation:
As shown in the pie chart above, 52% retailers said that they have used the VAS
whereas 48% said that they haven’t used these services.

Page 39 of 76
 2. Q) How many times in a month do you use these services?
a) Daily
b) Thrice a week
c) Weekly
d) Occasionally
e) Others, please specify

This question is put so as to measure how frequently they use these services. This
question has weightage of 15% for calculating score of trade partners.

DAILY 7
THRICE A WEEK 6
WEEKLY 6
OCCASIONALLY 21

OTHERS 5
NONE 55

7%
6%
6% DAILY
THRICE A WEEK
WEEKLY
55% 21% OCCASIONALLY
OTHERS
NONE

5%

Interpretation:

Page 40 of 76
As shown in the pie chart above, around 55% of retailers have never used these services,
whereas 21% use them occasionally & only 6% use them weekly. 7% of retailers use
them daily.
3. Q) How frequently the customers approach you to enquire about the value
added services.

a) 10 out of 100
b) 20 out of 100
c) 30 out of 100
d) More than 30
f) Others please specify………..

This question is put so as to measure how many people approach retailers to enquire
about these services. It has weightage of 10% for calculating score of retailers and its not
applicable to calculate score of distributors, as they don’t have much direct interaction
with the customers.

10/100 18
20/100 7
30/100 4
ABOVE 30 5
OTHERS 23
NONE 43

18% 10/100
20/100
43% 7% 30/100
4% ABOVE 30
5% OTHERS
23% NONE

Interpretation:

Page 41 of 76
As shown in the pie chart above the 43% retailers said that customers do not approach
them to enquire about VAS.
Whereas 23% said around 2 or 5/ 100 customers approach them.
18% said that 10/100 customers approach them.
Whereas the least that is 5% said that above 30/100 customers approach them.
4.Q) Do you have any suggestions to improve the current value added services?

It is an open-ended question, so as to allow people to give their suggestions to

improve current value added services.

The various suggestions are as follows: -

For voice based services:-
 Reduce voice instructions in music messaging, shortcuts should be made.
 Music messaging has fewer songs to choose.
 There should be computerized pandit’s instead of manual.
 Reduce voice instructions in all the services.
 Voice courier is not good because it does not delivered properly.
 Ganesha speaks service 181 does not respond in night.
 Sometimes, we do not get the sms of delivery of song being dedicated
through music messaging 2345.
 181 is sometime busy, it should be improved.
 Some times ring tones not downloaded easily through 456.

For SMS based services: -

 Missed call alert does not respond immediately after switching on the mobile.
 Power services must be improved, sometimes subscribers sends SMS but they
don’t get reply.
 MMS quality to be improved.

Page 42 of 76
  In power services sometimes the facility is temporarily not available and it is
been charged to user.
 Process of M-chat is not good.

OTHERS: -
 Roaming should be free.
 Sometimes services are not responding.
 Services of customer care are not good.
 Reduce the service charges for VAS.
 Advertising material in Hindi and its language should be easy.
 More promotion is required.

5.Q) Do you want any new services to be introduced?

If yes then which services and why?

It is an open-ended question, so as to allow people to give their suggestions about

new services, that they want to be introduced.
The various suggestions are as follows: -
1. Ring tones should be downloadable on all handsets by sms.
2. All INDIA recharge coupon.
3. GPRS on prepaid.
4. Easy recharge should be launched by IDEA for convenience like Hutch and Airtel.
5. Locator should be introduced.
6. Recharge through message.
7. Prices of property at different locations like NOIDA, GURGAON.
8. Some more youth oriented services should be introduced.
9. Information of banks other than HDFC.

Page 43 of 76
10. Profile match.
11. BSES and MTNL billing inquiry on mobile.
12. Train timetable.
13. Enquiry of credit card’s and its uses.
14. Share rates of medical companies.
15. Commercial ads through sms on customers mobile.
16. Telephone directory of all mobile subscribers.
17. Instrumental songs also have in music messaging like Airtel.
18. E-Banking services.
19. Stocks update.
20. Current affairs.
21. I-world like R-world.
22. Balance transfer service like Hutch.
23. Police/Doctor on call.
24. Incoming calls in grace period like MTNL.
25. Delhi shopping guide.

6.Q) According to you, what steps should be taken by the organization to

increase your awareness level of Value added services?

It is an open-ended question, so as to allow people to give their suggestions as to

how the company can increase their awareness level of value added services.

The various suggestions are as follows: -

Demonstration: -
 Short demo of these services to the dealers on shops.
 Small training program on the shops.

Page 44 of 76
  Training to sales representatives of distributors.
 Live demo or short theoretical & practical knowledge.

Advertisements
 Adds on T.V and newspapers.
 Proper distribution of pamphlets and leaflets.
 Distribution of stickers.
 Big signboards of these services.
 Road shows to be organized about these VAS.
 All information in one poster.
 Place campaigns out side the shops.
 Description of these services on the starter packs of cash cards
 Hindi posters should be distributed.

SMS Based: -
 SMS on dealers mobile.
 Information of every change should be send immediately

Others: -
 Retailer sim cards should be distributed on which these services are free.
 Toll free no. to know about these services of IDEA.
 Dealers meetings on regional basis regularly.
 Fair competition should be made in the market.
 Retailers contest can be organized about these services.
 Proper guidance to sales team.
 Get together before launching any new services.
 Separate help line/customer care for dealers.
 These services should be free for 15 days on dealers card on launching of any new
services being introduced.
 E-Mail on dealers id.

Page 45 of 76
7.Q). How many services you are using contently.

MISSED
SAY GANESH CALLED MUSIC
AGE IDEA SPEAKS ALERT MESSAGING
GROUP 4 3 2 1 NONE
15-20 3 2 2 1 9
21-25 20 13 13 7 11
26-30 19 6 14 6 7
31-35 13 5 6 6 7
36-40 4 2 1 6 8
ABOVE 40 3 1 4 0 7

25
NAMED
SAY IDEA 4
20
NAMED 3
GANESHA SPEAKS
15
NAMED 2 ALERT
MISSED CALLED
10
NAMED 1
MUSIC MESSAGING
5 NONE
NAMED NONE
0

As seen in the graph above, maximum people in the age group of 21-25 and 26-30 were
able to name all the 4 services and people in age group 21-25 were least aware, as the
sample was more in this age group as compared to other age groups.

Page 46 of 76
8.Q). Which services of Idea you heard more?

15-20 21-25 26-30 30-35 36-40 ABOVE 40

SAY IDEA 1 11 5 4 0 0
GANESHA SPEAKS 2 7 7 9 0 1
MISS CALL ALERT 4 14 18 12 2 1
MUSIC MSG 1 17 9 7 2 0
M CHAT 1 7 4 3 0 0
POWER SERVICES 5 25 21 11 6 6

30

25

SAY IDEA
20
GANESHA SPEAKS
MISS CALL ALERT
15
MUSIC MSG
M CHAT
10
POWER SERVICES

0
15-20 21-25 26-30 31-35 36-40 ABOVE
40

As seen in the graph above it can be seen that : -

Page 47 of 76
  In the age group of 15-20 the service, which is most heard & used is missed call
alert, whereas the least are M chat & music messaging.

 In age group 21-25 the service, which is most heard & used is Power services,
whereas the least is M chat & Ganesha.

 In the age group of 26-30 the service which is most heard & used is Power service
whereas the least is M chat.

 In the age group of 31-35 the service, which is most heard & used is missed call
alert, whereas the least is M chat.

 In the age group of 36-40 the service which is most heard & used is power service
whereas the least is M chat.

 In age group above 40 the most heard & used service is Power services whereas
the least is Say idea & music messaging.

9.Q). Which services of Idea you are using most?

MOST USED SERVICE

15-20 21-25 26-30 31-35 36-40 ABOVE 40

SAY IDEA 6 30 28 19 9 5
GANESHA SPEAKS 7 39 29 16 12 7
MISS CALL ALERT 10 43 25 17 10 10
MUSIC MSG 9 34 29 13 8 8
M CHAT 7 32 26 13 6 7
POWER SERVICES 8 31 32 22 10 10

Page 48 of 76
50

45

40

35
SAY IDEA
30 GANESHA SPEAKS
MISS CALL ALERT
25
MUSIC MSG
20 M CHAT
POWER SERVICES
15

10

0
15-20 21-25 26-30 31-35 36-40 ABOVE
40

As seen in the graph above it can be seen that: -

 In the age group of 15-20 the service, which is most heard is missed call alert,
whereas the least are Say idea and Ganesha Speaks.

 In age group 21-25 the service, which is most heard is missed call alert whereas
the least is power services.

Page 49 of 76
  In the age group of 26-30 the service which is most heard is Power service
whereas the least is Power services.

 In the age group of 31-35 the service, which is most heard is Power services,
whereas the least is M chat & Music Messaging.

 In the age group of 36-40 the service which is most heard is Ganesha Speaks
whereas the least is M chat.

 In age group above 40 the most heard service is Power services & missed call
Alert, whereas the least is Say idea.

10.Q). Which of the following services of Idea you never heard?

NEVER HEARD SERVICE

ABOVE
15-20 21-25 26-30 31-35 36-40 40
SAY IDEA 10 21 19 14 11 10
GANESHA SPEAKS 8 19 18 12 7 7
MISS CALL ALERT 5 5 11 8 7 4
MUSIC MSG 7 11 16 9 9 8
M CHAT 9 24 24 21 13 8
POWER SERVICES 4 6 1 4 3 4

Page 50 of 76
 30

25

SAY IDEA
20
GANESHA SPEAKS
MISS CALL ALERT
15
MUSIC MSG
M CHAT
10
POWER SERVICES

0
15-20 21-25 26-30 31-35 36-40 ABOVE
40

11.Q) How much recharge you sell and what is the percentage of idea?

Page 51 of 76
 Interpretation:

By the above chart it is clear that the customers are 16% satisfied with the idea E-
Recharge and the rest 84% are satisfied with the other telecom companies.

12. Q) How is the network quality of idea in your area?

Interpretation:
From the above chart it is clear that the network quality of idea is 18% as compared to
Vodafone which is 16%, airtel which is 24%, reliance which is 17%, BSNL which is
12%, uninor which is 5% and tata docomo which is 8%.

As seen in the graph above it can be seen that: -

Page 52 of 76
 In the age group of 15-20 the service, which is never heard is Power services.

 In age group 21-25 the service, which is never heard is M chat.

 In the age group of 26-30 the service which is never heard is M chat.

 In the age group of 31-35 the service, which is never heard is M chat.

 In the age group of 36-40 the service, which is never heard, is M chat.

 In age group above 40 the never heard service is say idea.

Page 53 of 76
 RETAILER RANKING

AREA WISE RESPONSE : -

 Area ranking according to area score in descending order

1 GOLGHAR (score: 27.4)

2 RAPTI NAGAR 1 (score: 27.1) (FMC MARKETING)
3 BAXIPUR (score: 26.4)
4 NANDANAGAR (score: 24.71)
5 INDRA CHOWK (score: 24.64)
6 RAILWAY STATION (score: 24.22)
7 TRANSPORT NAGAR (score: 23.81)
8 MUNSI PREM CHAND PARK (score: 23)
9 ALAHDADPUR (score: 21.17)
10 RUSTAMPUR (score: 20.2)
11 DAUDPUR (score: 19.44)

Page 54 of 76
12 KALI MANDIR (score: 19.37)
13 DHARMSHALA (score: 18.3)
14 DURGA BADI (score: 14.4)
15 GORAKHNATH (score: 14.2)
16 SURAJKUND 2 (score: 13.9) (S.V COMMUNICATION)

Page 55 of 76
DISTRIBUTOR RANKING

Page 56 of 76
 DISTRIBUTOR RANKING: -

 Ranking of Distributors according to there scores in descending order is as

follows:-

(Turn Over Per Month In Lac)

1) 80 lac Pidrewal Trading Co. Jhankar Talkies

2) 40 lac, Sidhi Vinayak Telecom Betiahaata.
3) 30 lac R.S. Teleservices Diwan Bazaar, Gorakhpur.
4) 30 Lac. Pankaj Telecom Deoria
5) 10 lac, Upadhyay Communication Maharajganj.
6) 10 Lac, Agrahari Teleserveces. Sidhdharthnagar.
7) 10 lac, Fancy General Stores, Anandnagar
8) 10 Lac, Om Telecom, Khalilabad
9) 5 lac Kala info.com Basti.

Page 57 of 76
 DISTRIBUTOR SCORE: -

DISTRIBUTION SCORE

90 80
80
70
60 40
50 30 30
40
30 10 10 10 10
20 5
10
0
. es
ing y ak ic es o m
o m e ... r om om
d a rv ec C s to e c . c
a n el w s el o
l Tr Vi ese T a y
T el e n. T I nf
a h i l j y i a
ew id Te n ka a dh ar c y
G
O
m al
r S . p h K
Pi
d
R
.S Pa U g ra
F an
A
DISTRIBUTORS SCORE

Page 58 of 76
SCORE REMARKS

Page 59 of 76
 SCORE REMARKS

 SCORE ABOVE 55 IS CONSIDERED TO BE EXCELLENT

 SCORE BETWEEN 50-55 IS CONSIDERED TO BE VERY GOOD
 SCORE BETWEEN 45-50 IS CONSIDERED TO BE GOOD
 SCORE BETWEEN 40-45 IS CONSIDERED TO BE FAIR
 SCORE BETWEEN 30-40 IS CONSIDERED TO BE POOR
 SCORE BELOW 30 IS CONSIDERED TO BE VERY POOR

Page 60 of 76
CONCLUSION

Page 61 of 76
 CONCLUSION

 According to the survey it was found that,

a) 52% of retailers have actually used theses services; rest 48 % never used them.
Most response was in age group of 21-25 and 26-30 years and the least response
was in age group 15-20 and above 40 years.

b) Most of them use these services occasionally and very few use them weekly.

c) It was analysed that 35% of retailers were aware of value added services which
were mentioned in the questionnaire and 20% were not all aware of these
services, rest 45% were less aware of value added services.

d) It was also analysed that the most aware service was POWER SERVICES and
least was M-CHAT whereas SAY IDEA, GANESHA SPEAKS and MUSIC
MESSAGING were comparatively less aware.

e) Around 48% of retailers said that customers never approach them to enquire about
these services and around 23% said that very few customers approach.

AGE GROUP ANALYSIS:-

In age group 15-20

It was found that most of the people use the services occasionally and none used
them daily.

Most of them were not aware of these services.

In age group 21-25

It was found that most of the people use the services occasionally and very less
used them daily and weekly.

Most of them were aware of value added services.

Page 62 of 76
In age group 26-30

It was found that most of the people use the services occasionally and very few
used them weekly and thrice a week.

Most of them were able to name all the 4 services and very few were not aware of
these services.

In age group 31-35

It was found that most of the people use these services occasionally and very few
used them weekly.

Most people in this age group were aware of only 1 or 2 services.

In age group 36-40

It was found that most of the people use these services occasionally and few used
them weekly and thrice a week and none used them daily.

Most of people in this age group were not aware of these services.

In age group above 40

It was seen that most of them used these services occasionally

Most were not aware of the services.

SAY IDEA service is most popular in the age group of 21-25 and least in
above 40 age group.

GANESHA SPEAKS service is most popular in the age group of 21-25 and least
in 15-20 age group.

MISSED CALL service is most popular in the age group of 21-25 and least in
36-40.

MUSIC MESSAGING service is most popular in age group of 21-25 and least in
above 40 age group.

M CHAT service is most popular in the age group 21-25 and least in 36-40.

Page 63 of 76
POWER SERVICES is most popular in the age group of 26-30 and least in 15-
20

LIMITATIONS

Page 64 of 76
 LIMITATIONS: -

The limitations that were faced during the research process are as follows;

 Random sampling error, which was due to the fact that the sample may not be a
true representative of the population.

 Non-sampling error, which came up because of faulty coding, untruthful

responses, respondent fatigue etc.

 It was not possible to cover all the retailers due to time constraint.

 Mostly those retailers were contacted which were referred by the distributors
according to their knowledge, so this might increase or decrease the total score.

 The individual score allotted to each question was according to their weight age
but this allocation was not up to the mark.

Page 65 of 76
RECOMMENDATIONS
&
SUGGESTION

Page 66 of 76
 RECOMMENDATIONS & SUGGESTION : -

To increase the penetration level we would recommend the following suggestions so as to

create more awareness in retail.

 Soveigneirs like pen stand, paper weight in shape of Ganesha for 181.
 VAS T-shirts. (VAS services printed with numbers).
 SMS more frequently on dealers mobile.
 These services should be free or less cost on retailers SIM for introductory period
(say about 15 days) on launching of any new services.
 C.D of VAS to distributors explaining all information required in both languages.
 Leaflets & posters in Hindi also.
 Meetings & get-togethers of dealers on regional basis more frequently on
launching of any new service or otherwise also.
 Separate toll free numbers for dealers to enquire about these & other services.
 Canopies on rotation basis outside retailer shops, this will increase awareness of
both dealers and customers.
 Roll papers of these services at selected mobile outlets.
 Surveys to be conducted more frequently by IDEA. Prizes and incentives should
be distributed to those dealers whose awareness is maximum.(so that they at least
try and take interest in these services).
 Big signboards of these services.
 The sales person of that region should be responsible for making their distributors
fully aware of the VAS.
 The most common services should be advertised on single poster only rather than
making different posters every time so that they at least last more longer in a
shop.

Page 67 of 76
BIBLIOGRAPHY

Page 68 of 76
 BIBLIOGRAPHY

Company Introduction compiled from Human Resource Department, idea cellular

limited.
Information about various value added services, complied from Marketing
Department, idea cellular limited.
Primary information gathered through questionnaires from trade partners.
Research methodology by R.C.KOTHARI
Marketing Management by Philip Kotlar

Website: -
www.ideacellular.com

Page 69 of 76
 QUESTIONNAIRE
DEVELOPMENT PROCESS

Page 70 of 76
 QUESTIONNAIRE DEVELOPMENT PROCESS

IN ORDER TO GATHER OUR PRIMARY DATA, WE USED STRUCTURED QUESTIONNAIRES,

PREPARED IN ADVANCE TO ELICIT THE NECESSARY RESPONSE FROM THE RESPONDENTS.

QUESTIONNAIRES HELP TO FACILITATE COMMUNICATION AND KNOW THE PERCEPTIONS OF

THE RESPONDENTS CLEARLY. THE FOLLOWING POINTS WERE KEPT IN MIND WHILE

STRUCTURING THE QUESTIONNAIRE.

 CONTENT OF THE QUESTIONS: THE QUESTIONS HAD BEEN FRAMED KEEPING IN

MIND THE OBJECTIVE OF OUR RESEARCH.

 TYPE OF QUESTIONS: THE QUESTIONNAIRE CONSISTS OF OPEN-ENDED, CLOSED-

ENDED, DICHOTOMOUS AND MULTIPLE-CHOICE QUESTIONS. FURTHER WE MADE USE

OF LIKERT SCALE TO GET A MORE VIVID RESPONSE.

 WORDING OF THE QUESTIONS: THE QUESTIONS ARE SUCH THAT THEY ARE EASY
TO UNDERSTAND AND THE RESPONDENTS DO NOT HAVE ANY HESITATION IN

ANSWERING THE QUESTIONS.

 PRETEST OF THE QUESTIONNAIRE: TO FIND OUT WHETHER THE

QUESTIONNAIRE HAS BEEN CONSTRUCTED PROPERLY AND WILL PROVIDE THE

REQUIRED INFORMATION WE DID A PILOT SURVEY. WE GAVE OUR QUESTIONNAIRE TO

5 FRANCHISES OUTSIDE OUR SAMPLE SPACE TO PRETEST IT. THE PRETEST GROUP

CONSISTED OF SHOPKEEPERS IN THE REGION OF LAJPAT NAGAR AND SOUTH

EXTENSION , NEW DELHI.. ON THEIR RECOMMENDATIONS WE CORRECTED OUR

QUESTIONNAIRE AND THUS CAME OUT WITH A REVISED QUESTIONNAIRE FOR OUR

FOCUSED SAMPLE UNIT.

Page 71 of 76
 FINAL QUESTIONNAIRE: FROM THE RESPONSES WE GOT FROM PRETESTING, RE-

FRAMED FEW QUESTIONS TO DRAFT THE FINAL QUESTIONNAIRE, WHICH CONSISTS OF

EIGHT QUESTIONS.

QUESTIONNAIRE

Page 72 of 76
 QUESTIONNAIRE

Name: -
Address: -

Contact No: -

1) Have you ever used any IDEA Value Added Services?

Yes No

If yes then, which services please write the name,

2) How many times in a month do you use these services?

a) Daily
b) Thrice a week
c) Weekly
d) Occasionally
e) Others, please specify

3) How frequently the customers approach you to enquire about the value added services.
a) 10 out of 100
b) 20 out of 100
c) 30 out of 100
d) More than 30
e) Others please specify………..

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4) Do you have any suggestions to improve the current value added services?

5) Do you want any new services to be introduced?

If yes then which services and why?

6) According to you, what steps should be taken by the organization to increase your
awareness level of Value added services?

7) How many services you are using contently?

a) Say Idea
b) Ganesh Speaks
c) Missed call alert
d) Music messaging
e) None

8) Which services of Idea you heard more?

a) Say Idea
b) Ganesh Speaks

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c) Missed call alert
d) M Chat
e) Power Services

9) Which services of Idea you are using most?

a) Say Idea
b) Ganesh Speaks
c) Missed call alert
d) M Chat
e) Power Services

10) Which of the following services of Idea you never heard?

a) Say Idea
b) Ganesh Speaks
c) Missed call alert
d) M Chat
e) Power Services

11) How much recharge do you sell and what is the percentage of idea?
a) Idea
b) Others

12) How is the network quality of idea in your area?

a) Airtel
b) Vodafone
c) Idea
d) Uninor
e) Tata Docomo
f) BSNL
g) Aircel

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Thank you for sparing your valuable time

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