Rakesh A S

Customer Satisfaction towards Idea Communication at Kolar
CHAPTER-1
INTRODUCTION
PART-A: ABOUT INDUSTRY

Explore some of the ways in which modern telecommunications are have
transformed the world in which we live. They have had a huge impact on
government, business, commerce, transport, culture and relationship-
changes that seems to be accelerating.
As we stand at the beginning of the 21st century, there are four main
trends that are shaping the world of telecommunications, media and
entertainment. Those trends are digitalization, convergence, fragmenting
audiences and the growth of the internet.
Today communication has been modernized, from the telegraphic

communication into pocket sized mobile communications. This
communication plays very crucial role to connect the people from the
different places within seconds at any time, at any place in the world. In
this 21st century people are taking any marketing decisions by mobile
communication.
It also helps the company to advertise their products and services within
less time. Reaching more people, with cost. It helps not only in business;
it covers all the other activity, which take place. So no person can live
without communication in the present competitive world.
Telephone system in India
S.D.C.COLLAGE KOLAR Page 1

India’s telephone system, like many other aspects of telecommunications,

is in government sector, under the control of the ministry of information
and broadcasting. The modernization of the telephone system in India has
been under way since 1986 when mahanagar telephone Nigam, a
government corporation was established to operate system in Bombay and
New Delhi and videsh sanchar nigam, also government owned, was set up
as the overseas carrier. Progress was slow, how ever the rest of the
department of telecommunications until 1994 when basic telephone
services were open to private-sector competition.
This work is done basically to understand the Kolar Customer’s behavior

towards Idea service in the cellular communication network and to know
the factors when compared it with competitors networks. This study
enables us to know the Customer preference, behavior and satisfaction
towards Idea at Kolar.
NEED FOR THE STUDY:
Customer behavior is to do with the activities of individuals in braining
and using the goods and services. The victory of any business until
depends (or) rests on the Customer s who are willing to pay for the
product / services offered by that company. The firm must be aware of the
market, Customer wants well in advance of production and the Customer
wants must be monitored continuously for the success over competitors.
The study of Customer behavior is must to adjust the 4 P’s (PRODUCT,
PRICE, PLACE and PROMOTIO) of marketing mix in the light of
changing nature of Customer behavior.
OBJECTIVES OF THE STUDY:

 To study the existing market share of the Idea

service in the cellular communication network.
 To know the various influencing factors, this
made them to hold this Idea.
 To know the Customer opinion on the various
features provided by Idea.
 To suggest for the better prospects in the
market.
THEORETICAL BACKGOUND
PART-B: ABOUT SUBJECT
CUSTOMER SATISFACTION
Meaning:
Customer satisfaction is a term frequently used in marketing. It is a
measure of how products and services supplied by a company meet
customer expectation.
Definitions:
Customer satisfaction is the number of customers, or percentage of
total customers, whose reported experience with a firm, its products, or
its services (ratings) exceeds specified satisfaction goals.
-Farris, Paul W
Customer satisfaction is the extent to which a company's business
efforts matches or exceeds the expectations of the consumer.
-Neil T. Bendle
The degree of satisfaction provided by the goods or services of a

company as measured by the number of repeat customers.
-Phillip E. Pfeifer

Customer satisfaction is a measurement of how pleased customers are

with a particular product or service.
-John L. Giese
“Customer satisfaction, a business term, is a measure of how products

and services supplied by a company meet or surpass customer
expectation”.
-David.J.Reibstein
MARKETING:
Definitions of Marketing:
“Marketing is defined as a social and management process by which
individual and groups obtain what they need and want through creating,
offering and exchanging products of value with others”.
-PETER DRUCKER
“Marketing is the process of determining customer demands for a

product or service motivating its sales and distributing it into ultimate
consumption at a profit.”
-PHILIP KOTLER
American Marketing Association, “Marketing as performance of

business activities that direct the flow of goods and activities from
producers to Customer or user”.
“Marketing consists of those efforts which effect transfer in
ownership of goods and case for their Physical distribution.”
-CLARK & CLARK
According to traditional view, Marketing is a many physical process

or set of activities connected with the exchange of goods and services.

The process of marketing starts after the goods have been produced. It
is product oriented or sales oriented and producer concentrates on what
they produce and sell, the needs of the Customers are not taken into
account.
Marketing is a very broad based activity and consequently it calls

for a broad Definition. Now the essence of marketing is a transaction-
an exchange- intends to satisfy human needs and wants. Marketing
consists of all activities designed to generate and facilitate any
exchange intended to satisfy human needs and wants.
Marketing is defined as a social & managerial process by which

individuals and group obtain what they need and want through creating
and exchanging products and value with others.
IMPORTANCE OF CUSTOMER SATISFACTION

1. Understanding the needs of the customer is critical.
2. Customer satisfaction is the foundation of a good business.
3. Enhance Successful Strategies.
4. By inviting customers to talk to you and through careful design of
your survey you can effectively inform your customers about things
they may not know or remind them of important changes or
innovations in your organization.
5. Satisfied customers are those who do not have outstanding negative
issues concerning you on their mind.
OTHER RELEVANT ASPECTS OF THE SUBJECT

Evaluation of markets:

The need for market evolved as a historical process in the early stages
of civilisation. Each person produced whatever he needed for himself.
He made his own clothes, killed animals for his food in general, looked
after his own and his immediate family requirements. Later came age
of specialisation and each person made a set of item and then
exchanged the excess with the other for items, which he needed. This
was he needed. This was the better stage. Thus, a person who looked
after cows, had more milk, and then he could use for himself. So, he
sold the excess to others who had no milk. In return, he got from them,
clothes, footwear, food which he did not have, but which the others
produced in large quantities.
From there, civilisation moved to the stage of markets that is local

market, where people brought their produce to a particular spot and
exchanged their goods there. In India, in remote villages, local bazaars
are the meeting points where commodities, the temporary bazaar have
evolved into a permanent feature with stall some shops.
Classification of markets:
Markets can be classified in many ways. Generally markets are
classified on the following basis.
a) On the basis of area

 Local market
 National market
 World market
b) On the basis of time

 Short period market

 Long period market
c) On the basis of transactions

 Spot market
 Future market
d) On the basis of volume business

 Wholesale market
 Retail market
e) On the basis of regulations

 Regulated market
 Unregulated market
f) On the basis of goods

 Commodity market
 Capital market
g) On the basis of nature of competition
 Perfect market
 Imperfect market
Evolution of marketing
Marketing is a comparatively new field, but strangely
enough, it has also been of the world’s oldest professions. The
formal study of ‘exchange process and relationship – which is
called marketing’ started in 1920s.

With the industrial revolution, which gave a fillip to the

means of production of goods, the speed of selling could not keep
pace with speed of manufacturer and a solution had to be found.
Thus, arouse the need for marketing knowing what the customer
wants before planning to make it, offering products which the
customer wants to buy, not to produce which we find convenient to
manufacture, organising distribution system which matches
customer’s habit- not the habits of our industry, and taking
production and distribution decision on the basis of the feedback
from the market place. Since 1920, the situation was reverted and
the supply generally exceeds the demand. Thus, the stage has set to
shift the spot light from production to marketing.
The ultimate purpose of production is the satisfaction of human

wants. Production of goods has no meaning unless they are
distributed to Customers. The goods produced should be transferred
to Customers at a time when they needed them. Marketing helps in
doing so.
Importance of marketing in today’s world:

Marketing is considered to be the sole of modern business and
society.
Marketing is the connecting link between the producer and
Customers. Marketing process bring new and improved quality
goods to Customers, marketing raises the standard of living of the
people by satisfying varied and innumerable needs and wants of
Customers. Marketing facilities mass production it will lower the

cost of production and prices to Customers. Lower price to

Customers means a real rise in the national income.
Marketing provides employment continuous production and
continuous marketing offers wide employment and income to about
30% - 40% of the total population.
Marketing generates revenue to the firm. It is the art of earning
profit through profitable sales, it gives up to date information to the
top management about nature and character of demand. All
management decisions are taken on the basis of marketing
information.
Tremendous changed have taken place around us. The taste,
preference, and attitude of Customer are ever changing. Therefore it
becomes essential to introduce new products, to make necessary
changes in the product and to find new uses for the existing product.
Marketing is the channel of communicating the changing fashion,
changing preference, changing styles, etc, to the top management.
Even countries like Great Britain, Italy, Sweden, etc, are looking to
modern marketing practices as a way to improve their economic
health. Communist countries are advertising, pricing and other
marketing activities to improve their domestic distribution system
and to compete more effectively in international trade.
Marketing concept:
As business has come to know that marketing is virtually important
to the success of a firm, an entirely new way of thinking in a new
philosophy has evolved, which is known as marketing concept. The
concept is based on three fundamental benefits. They are:-
 All company planning and operation should be Customer oriented.

 The goal of the firm should be profitable sales and not volume for
the sake of volumes alone.
 All marketing activities of the firm should be organisationally co-
oriented.
In its fullest sense concept is a philosophy of business that states that

the Customer’s want satisfaction is the economic and social
justification for a firm’s existence. Consequently, all the company
activities must be devoted to finding out what the consumer wants and
then satisfying those wants, while still making profit over a long run.
Opportunities for marketing success:

1. Opportunities to provide customer satisfaction, which is of
paramount importance. It is ultimate justification for marketing. It
represents discovery of Customer wants yet to be satisfaction.
2. Opportunity to innovate to develop new product, to device, to find

new ways of distributing products to discover new and creative
means of promotion. This can be regarded as best opportunity for
developing meaningful marketing action.
3. Opportunity to improve marketing efficiency is also challenging.
4. Opportunity to create competitive difference is big challenge in all

means of promotion. It gives individual status.

5. Opportunity market, which is based on market segmentation and

extremely useful and important device in modern marketing.
CUSTOMER SATISFACTION CHART
Customer adaption process:

The following are the stages in the customer adoption process, when
a customer buys a product are:
1. Awareness:
The Customer in this stage becomes aware the product but he is not
equipped are furnished the information.
2. Interest:
The awareness creates interest and paves way to seek information
about the product.
3. Evaluation:
The Customer considers the merit of trying the product.
4. Trail:
The Customer tries the product to judge its value and benefit.

5. Adoption:
Satisfied with the trail of the product the Customer becomes regular
user and an over a period of time a brand loyal customer.
Factors:
 Technological and engineering or re-engineering aspects of
products and services.
 Type and quality of response provided by the supplier.
 Supplier’s capability to commit on deadlines and how efficiently
they are met.
 Complaint management.
 Cost, quality, performance and efficiency of the product.
 Supplier’s ability to manage whole customer life cycle.
 Supplier’s personal facts like etiquettes and friendliness.
Definition of Marketing:
A social definition shows role of marketing society. One marketer said
that marketing’s role is to “Deliver a higher standard of living”. Here is a
social definition serves our purpose: Marketing is a social process by
which individuals and groups obtain what they need and that through
creating, offering and freely exchanging products and services of value
with other. A managerial definition says that, marketing has often been
described as: The art of selling products, but the people are surprised when
they that the most important part of the marketing is to selling! Selling is
the only tip of marketing iceberg. According to peter ducker a leading
management theorist puts in this way:

There will always one can assume, be need for some selling. But the aim
of marketing is to make selling superfluous. The aim of marketing is to
know and understands the customer so well that the product or service fits
him and sell itself. Ideally, marketing should result in a customer who is
ready to buy. All that should be needed then is to make the product or
service available.
When Sony designed its walkman, when Nintendo designed a superior
video game, When Toyota introduced its Lexus automobile; these
manufactures were swapped with orders because they had designed the
“right” product based on careful marketing homework.
MARKETING STRATEGY OR MARKETING MIX

Meaning:
The marketing mix is the set of marketing tools is the firm uses to
pursue its marketing objectives in the target market.
A successful marketing strategy must have marketing mix as well as

large market for which the marketing mix prepared, Combination of a
number of devices or types of marketing activities, That the co-ordinates
into a single marketing program to reach particular target.
The combination of these marketing methods or devices is known as

marketing mix.
MC Carthy classified these groups into four broad groups that he called
for p’s marketing mixes are:
1. product
2. price

3. promotion
4. place
 Product :
A tangible object or an intangible service that is mass produced or
manufactured on a large scale with a specific volume of units. Intangible
products are service based like the tourism industry & the hotel industry or
codes-based products like cell phone load and credits. Typical examples of
a mass produced tangible object are the motor car and the disposable
razor. A less obvious but ubiquitous mass produced service is a computer
operating system. Packaging also needs to be taken into consideration.
 Price :
The price is the amount a customer pays for the product. It is determined
by a number of factors including market share, competition, material
costs, product identity and the customer's perceived value of the product.
The business may increase or decrease the price of product if other stores
have the same product.
 Place :
Place represents the location where a product can be purchased. It is often
referred to as the distribution channel. It can include any physical store as
well as virtual stores on the Internet.
 Promotion:
It represents all of the communications that a marketer may use in the
marketplace. Promotion has four distinct elements: advertising, public
relations, word of mouth and point of sale. A certain amount of crossover

occurs when promotion uses the four principal elements together, which is
common in film promotion. Advertising covers any communication that is
paid for, from cinema commercials, radio and Internet through print
media and billboards. Public relations are where the communication is not
directly paid for and includes press releases, sponsorship deals,
exhibitions, conferences, seminars or trade fairs and events. Word of
mouth is any apparently informal communication about the product by
ordinary individuals, satisfied customers or people specifically engaged to
create word of mouth momentum. Sales staff often plays an important role
in word of mouth and Public Relations (see Product above).
Broadly defined, optimizing the marketing mix is the primary

responsibility of marketing. By offering the product with the right
combination of the four Ps marketers can improve their results and
marketing effectiveness. Making small changes in the marketing mix is
typically considered to be a tactical change. Parm Bains says making
large changes in any of the four Ps can be considered strategic. For
example, a large change in the price, say from $19.00 to $39.00 would be
considered a strategic change in the position of the product. However a
change of $130 to $129.99 would be considered a tactical change,
potentially related to a promotional offer.
The term 'marketing mix' however, does not imply that the 4P elements
represent options. They are not trade-offs but are fundamental marketing
issues that always need to be addressed. They are the fundamental
actions that marketing requires whether determined explicitly or by
default.

A figure showing marketing mix
Product Variety, Price

Quality Designer, List Price
Quality Feauters, Discounts
Brand Name, Allowances,
Packaging sizes, Payment,
Services Period,
Warranties, Credit
Returns
Target
Customer
Intended
Positioning
Promotion:
Advertising, Personal Place: Channels, Coverage
Assortments,
Selling, Sales, Promotion, Public relation Locations, Inventory, Transportat

Customer Satisfaction:
Whether the buyer is satisfied after purchaser depends on the offer’s
performance in relation to the buyer’s expectations. In general, satisfaction
is a person’s feeling of pleasure of disappointment resulting relation to his
or her expectations, If the performance falls short of expectations, the
customers dissatisfied. If the performance matches the expectations, the
customer is satisfied. If the performance exceeds expectations, the
customer is highly satisfied or delighted.
The link between customer satisfaction and customer loyalty is not

proportional. Suppose customer satisfaction is rated on a scale from one to
five. At a very low level of customer satisfaction (level one), customers
are likely to abandon the company and even bad-mouth it. At levels two to
four, customers are fairly satisfied but still find it easy to switch when a
better offers comes along. At level five, the customer is very likely to
repurchase and repurchase and even spread good work of mouth about the
company. High satisfaction or delight creates an ambitioned bond with the
brand or company, not just a rational preference.
A formal approach to this customer-focused marketing mix is

known as Four Cs (Commodity, Cost, Channel,
Communication).
Koichi Shimizu proposed a four Cs classification in 1973.

The four elements are:

1. Commodity:
The product for the consumers or citizens. Not product out.
2. Cost :
Producing cost, selling cost, purchasing cost and social cost.
3. Channel:
Flow of commodity: marketing channels.
4. Communication :
Marketing communication: It doesn't promote the sales.
The Four Cs can be compared to the Four Ps. This system is basically the
four Ps renamed and reworded to provide a customer focus. The four Cs
Model provides a demand/customer centric version alternative to the well-
known four Ps supply side model (product, price, place, promotion) of
marketing management. This is a part of 7Cs Compass Model.
Robert F. Lauterborn proposed a four Cs classification in 1993. The Four

Cs model is more Customer -oriented and attempts to better fit the
movement from mass marketing to niche marketing. The Product part of
the Four Ps model is replaced by Customer or Customer Models, shifting
the focus to satisfying the consumer needs. Another C replacement for
Product is Capable. By defining offerings as individual capabilities that
when combined and focused to a specific industry, creates a custom
solution rather than pigeon-holing a customer into a product. Pricing is
replaced by Cost reflecting the total cost of ownership. Many factors
affect Cost, including but not limited to the customer's cost to change or
implement the new product or service and the customer's cost for not
selecting a competitor's product or service. Placement is replaced by

Convenience. With the rise of internet and hybrid models of purchasing,

Place is becoming less relevant. Convenience takes into account the ease
of buying the product, finding the product, finding information about the
product, and several other factors. Finally, the Promotions feature is
replaced by Communication which represents a broader focus than
simply Promotions. Communications can include advertising, public
relations, personal selling, viral advertising, and any form of
communication between the firm and the consumer.
The Four Cs model has been criticized for simply being nothing more than
the Four Ps with different points of emphasis. In particular, the Four Cs
inclusion of customers in the marketing mix is criticized, since customers
are a target of marketing, while the other elements of the marketing mix
are tactics. The Four Cs also excludes numerous strategies for product
development, distribution, and pricing, while assuming that consumers
want two-way communications with companies.
Characteristics affecting Customer behavior

Culture
The set of basic values, perceptions, wants, and behavior learned by a
member of society from family and other important institution.
Subculture
A group of people with shared value systems based on common life
experiences and situation.
Social classes
Relatively permanent and ordered divisions in the society whose
members share similar values, interest and behaviors.

Reference group
Two or more people who interact to accomplish individual or mutual
goals.

Family buying decision

Depending on the production and situation, individual family members
different amount of influence.
Role of status
A person belongs to many groups-families, clubs, organization. The
person position in each group can be defined in terms of both role and
status.
Age and life cycle stage

People change the goods and services,They buy over their life times.
Occupation
A person’s occupation affects the goods and services bought.
Economics situation
A person’s economic situation will affect product choice.
Life style
People coming from the same subculture, social class, and occupation
may here quite different lifestyle. Life style is the person’s pattern of
living as expressed in his or her psycho graphics.
Personality and self-concepts

A person’s distinguishing psychological character istics that lead to
relatively consistent and lasting responses to his or her own
environmental.

Motivation
Motivator’s researchers collect in depth information from small samples
of Customer to uncover the deeper motives for their product choice.
Perception
The process by which people select, organize, interpret information to
form a meaningful picture of the world.
Learning
Changes in individual behavior arising from experience.
Belief
A descriptive thought that a person holds about something.

CHAPTER 2
RESEARCH DESIGN
TITLE OF THE STUDY

“A STUDY ON CUSTOMER SATISFACTION
TOWARDS IDEA COMMUNICATION”, at Kolar
STATEMENT OF THE PROBLEM

The satisfaction of the consumer is very important for any industry or
company to survive in the market. It is mainly concerned with the desire
and preferences of the Customers. It takes into account the aspirations of the
Customers regarding the specialization and improvement of the product
wanted by them.
The study is mainly made on the factors yielding or affecting optimum
level of satisfaction to the Customers for the betterment of company’s
sales in rural places. The study is mainly concentrated to know the
rural Customers satisfaction and their perception towards IDEA.
OBJECTIVES OF THE STUDY

The objective of the study is to understand the level of satisfaction
regarding the product and their perception towards the product.
The goals of the IDEA are aimed at ensuring or enhancing the quality
backed up sales by satisfying the Customers to their maximum extent.

The objectives of the study are as follows:

To study the customers satisfaction towards IDEA
To study the company's after sales service facility and their
influence on customers.
To know the factors influencing the people in purchasing
mobile connections.
To provide suggestion and recommendations where ever
found necessary.
SCOPE OF THE STUDY

The scope of the study is extended only to the respondents of KOLAR. It
does not cover all the Customer using IDEA Telecom It is to know the
satisfaction of the Customers at KOLAR.
OPTIONAL DEFINITIONS OF CONCEPTS

According to L. C Kanvk, L. G Schiffman:
Customer behavior is defined as,The behavior that Customer display
in searching for, purchasing ,using , evaluating and disposing of
products and services that they expect will satisfy their needs”.
According to Sheth and Mittal

Customer behavior is defined as “ The physical activities undertaken
by household and business customers that result in decisions and
actions to play for purchases and use product and services” { J. N
Sheth,B..M ittal, 2003}

Customer satisfaction:
Customer satisfaction is the number of customers, or percentage
of total customers, whose reported experience with a firm, its products,
or its services (ratings) exceeds specified satisfaction goals.
-Farris, Paul W
Customer satisfaction is the extent to which a company's business

efforts matches or exceeds the expectations of the Customer.
-Neil T. Bendle
The degree of satisfaction provided by the goods or services of a

company as measured by the number of repeat customers.
-Phillip E. Pfeifer
Customer satisfaction is a measurement of how pleased customers are

with a particular product or service.
-John L. Giese
“Customer satisfaction, a business term, is a measure of how products

and services supplied by a company meet or surpass customer
expectation”.
-David.J.Reibstein
Marketing
American Marketing Association “Marketing as performance of
business activities that direct the flow of goods and activities from
producers to customer or user”.
“Marketing consists of those efforts which effect transfer in

ownership of goods and case for their Physical distribution”.
-CLARK & CLARK

“Marketing is a very broad based activity and consequently it calls

for a broad Definition. Now the essence of marketing is a transaction –
an exchange-intends to satisfy human needs and wants. Marketing
consists of all activity designed to generate and facilitate any exchange
intended to satisfy human needs and wants”.
“Marketing is defined as a social & managerial process by which

individuals and group obtain what they need and want through creating
and exchanging products and value with others.
Market:
The term “Market” is derived from the Latin word ‘Marcatus’ which
means merchandise, trade or a place where business is conducted. In
ordinary language the term market means a place where goods are
bought and sold. Market need not necessarily means any particular
place. It is wider in scope.
Marketing concept:
As business has come to know that marketing is virtually important to
the success of a firm, an entirely new way of thinking in a new
philosophy has evolved, which is known as marketing concept. The
concept is based on three fundamental benefits.
Marketing management:
Marketing management is a functional area of business management. It
has some unique importance in the modern business. It plays a vital
role in developing strategies, plans and programmes for each market
segment in order to satisfy the customer wants.

Marketing process:
Marketing is a dynamic process involving a set of interdependent
activities in the flow of commodity from the producer to the customer
These activities are collectively called marketing process.
METHODOLOGY
As the objectives of the study is to understand the level of satisfaction
regarding the product and their perception towards the same. This
includes the factors regarding the products, pricing, promotion, after sales
service, sales strategies and customer value service in rural area.
I. Sources of data and methodology used:

Primary data:
The primary data is collected through questionnaire from both users
and non users of mobile connection.
Secondary data:
The data, which is already collected by other sources, are used for
study as a basis in order to proceed forward. So the secondary data
involves past records which talks about past only and do not provide up
to data information about the topic some of the data is also collected
from the news magazines.
The secondary data is collected from company booklets manual or

handbook, leaflets, magazines electronic media, textbooks etc.

SAMPLING
An integral component of the research design is the convenience-
sampling plan.
Sample size:
The total sample size is 100 respondents, of which majorities are
females and few male customers.
Sampling Frame:
The target population for the study of Videocon Products owners in
Kolar District and Scope of the study involved people from different
walks of life and from different profession.
Research instrument:
An interview schedule was used to conduct the study with the help of
Questionnaire.
Convenience (Random) sampling:

Convenience (random) sampling is non-probability in a just hit and miss
fashion i.e., interviewing people whom you happen to meet on a random
basis
Coverage of the study:

The geographical spread of this study is limited to KOLAR
Sampling
A sample of 100

Areas Respondents
Jayanagar 20
Palasandra Layout 18
Adarsha Nagar 16
Railway Station 06
Near to show Room 18
M.G. Road 22
Total 100
Respondents of KOLAR were taken for the purpose of the study. The
respondents are selected at random from the above
1. The study is to put into practice of the theoretical aspects of the

research.
2. This study helps to find out the demand and potential of the buyers.
3. This will help as a foundation document based upon which follow
researchers can plan their studies.
4. This project helps the company by providing information about the
customer..
TYPES OF RESEARCH PLUS TOOLS FOR DATA

COLLECTION
A personal interview and a well-structured respondent easy questionnaire
were used to collect the primary data.
The order questions were in such a way of to begin with simple

questions and lead on to questions that needed more involvement from
the respondents. The sources for the collection of secondary data were

from the magazines. The data collected are analyzed by using statistical
techniques and are shown in tabulated form and based on which
conclusions and suggestions are given.
PLAN OF ANALYSIS
The data has been analyzed by using tables, charts, diagrams and other
statistical methods in the study. The methods in particularly used to arrive
at proper and an accurate results which in turn helps in making decisions
in giving suggestions.
REFERANCE PERIOD
The reference period was duration is 30 days.
LIMITATIONS OF THE STUDY

1) The geographical coverage of the study is limited to few customers
the particular area only.
2) Customers failed to tell the technical problems.
3) The response of the customers does not reveal true reasons for their
dissatisfaction.
4) Interpretation of this study is based on the assumption that the
respondents have given correct information.
CHAPTER SCHEME
Chapter: 1
Introduction:

Growth and prospect, Definition of Marketing, customer satisfaction,

Importance of Regular research, Planning promotions to benefit the
customer.
Chapter: 2
Research Design:
Title of the study, statement of the problem, objectives of the study, scope
of the study, optional definitions of concepts, methodology, types of
research plus tools for data collection, limitations of the study.
Chapter: 3
Company Profile:
Inception, board of directors, Organization Chart, Business operations,
service profile, m chq, Use of personal Information, growth of the
company, future prospects, functional chart, competitors.
Chapter: 4
Data Analysis and Interpretation:
It defines the survey conducted with Graphical Representation of Company
Products.
Chapter: 5
Summary of Findings Conclusion and Suggestions:
Here, it finds the problems of the company and Justifies it.
It helps to take out some unwanted information’s by giving suggestions.
 Appendices And Annexure
 Bibliography
CHAPTER 3
COMPANY PROFILE

INTRODUCTION
We were incorporated as Birla Communications Limited on March 14,
1995 and granted a certificate of commencement of business on August
11, 1995. Our registered office was in Mumbai, Maharashtra. Our name
was changed to Birla AT&T Communications Limited on May 30, 1996
following the execution of a joint venture agreement dated December 5,
1995 between AT&T Corporation and Grasim Industries Limited pursuant
to which the Aditya Birla Group held 51% of our Equity Share capital and
AWS Group held 49% of our Equity Share capital. Our registered office
was transferred from Industry House, 1st Floor, 159 Church Gate
Reclamation, Mumbai 400 020, Maharashtra to Suman Tower, Plot No.
18, Sector 11, Gandhinagar 382011 Gujarat on October 22, 1996. With
effect from January 1, 2001 following our merger with Tata Cellular
Limited the joint venture agreement between AT&T Corporation and
Grasim Industries Limited dated December 5, 1995 was replaced by a
shareholders agreement dated December 15, 2000 entered into between
Grasim Industries Limited on behalf of the Aditya Birla Group, Tata
Industries Limited on behalf of the Tata Group and AT&T Wireless
Services Inc. on behalf of the AWS Group following which our name was
changed to Birla Tata AT&T Limited on November 6, 2001. Consequent
to the introduction of the “Idea” brand, our name was changed to Idea
Cellular Limited on May 1, 2002. The AWS Group exited from the
Company on September 28, 2005 by selling 371,780,740 Equity Shares of
the Company, which constituted 50% of the holding of AT&T Cellular
Private Limited in our equity share capital, to ABNL and by transferring
the remaining 371,780,750 Equity Shares to Tata Industries Limited. The
Tata Group ceased to be a shareholder of the Company on June 20, 2006
when Tata Industries Limited and Apex Investments (Mauritius) Holding

Private Limited (formerly known as AT&T Cellular Private Limited) sold

all their shares in the Company to the Aditya Birla Group.
On October 26, 2006, P5 Asia Investments (Mauritius) Limited (“P5

Asia”) acquired 14.60% of our Equity Share capital. Under a Governance
and Exit Rights Agreement dated October 23, 2006 between P5 Asia,
ABNL and Birla TMT, so long as an initial public offering has not
occurred and P5 Asia holds no less than 10% of our Equity Shares, ABNL
and Birla TMT are required to procure that:
(a) Our Company and its Subsidiaries shall not take or pursue any of the
following actions without P5 Asia’s prior consent (such consent to be
obtained in a board and/or shareholders resolution) including in respect
of:
(i) Any merger with, acquisition of, or amalgamation or
consolidation with another company or business.
(ii) Assuming or permitting to exist any borrowings or
indebtedness in the nature of borrowings if the amount of all
such borrowings of our Company and its Subsidiaries would
exceed Rs. 6,800 million.
(iii) Entering into a new line of business.
(iv) Increasing our authorized or issued share capital or,
(v) Entering into a joint venture
MAJOR EVENTS
The chronology of key events of the Company from incorporation is set
out below:

1995:
Incorporated as Birla Communications Limited obtained licenses for
providing GSM-based services in the Gujarat and Maharashtra circles
following the original GSM license bidding process.
1996:
Changed name to Birla AT&T Communications Limited following joint
venture between Grasim Industries and AT&T Corporation.
1997:
Commenced operations in the Gujarat and Maharashtra Circles.
1999:
Migrated to revenues share license fee regime under New
Telecommunications Policy (“NTP”).
2000:
Merged with Tata Cellular Limited, thereby acquiring original license for
the Andhra Pradesh Circle.
2001:
Acquired RPG Cellular Limited and consequently the license for the
Madhya Pradesh (including Chattisgarh) Circle. Changed name to Birla
Tata AT&T Limited.
2002:
Obtained license for providing GSM-based services in the Delhi Circle
following the fourth operator GSM license bidding process.

2003:
Changed name to Idea Cellular Limited and launched “Idea” brand name
Commenced commercial operations in Delhi Circle
 Reached the one million subscriber mark
2004:
 Reached the two million subscriber mark.
2005:
 Completed debt restructuring for the then existing debt facilities
and additional funding for the Delhi Circle, Acquired Escotel
Mobile Communications Limited (subsequently renamed as Idea
Mobile Communications Limited) Reached the four million
subscriber mark. First operator in India to commercially launch
EDGE services.
2006:
Reached the five million subscriber mark, turned profit positive won an
award for the “Bill Flash” service at the GSM Association Awards in
Barcelona, Spain Sponsored the International Indian Film Academy
Awards.
2007:
Became part of the Aditya Birla Group subsequent to the TATA Group,
transferring its entire shareholding in the Company to the Aditya Birla
Group. Acquired Escorts Telecommunications Limited (subsequently
renamed as Idea Telecommunications Limited).
 Restructuring of debt
 Launch of the New Circles
 Reached the 10 million subscriber mark

 Received Letter of Intent from the DoT for a new UAS License for
the Mumbai Circle.
 Received Letter of Intent from the DoT for a new UAS License for
the Bihar Circle through Aditya Birla Telecom Limited. ABNL, the
parent of Aditya Birla Telecom Limited, pursuant to a letter dated
November 22, 2006, agreed to transfer its entire shareholding in
Aditya Birla Telecom Limited to the Company for the consideration
of Rs. 100 million
2008
 IDEA comes to Punjab, Karnataka .
 Idea Cellular and TM International to acquire Spice Group stake in
Spice Communications and merge Spice with Idea .
2009
 Spectrum allocation for Assam, Northeast, Jammu & Kashmir and
West Bengal service areas
 IDEA expands in North East; launches services in Meghalaya
 IDEA covers Assam under its national GSM network
 IDEA enters Kolkata & West Bengal
 IDEA enters Orissa, as it expands nationally
2010
 Issue and allotment of equity shares pursuant to Scheme of
Amalgamation of Spice Communications Limited
 De-Merger of Telecom License for Bihar service areas and Telecom
assets from ABTL to Idea
 Auction of 2.1 GHz band (3G Spectrum)

2011
 Idea rings in the ‘Power of 3G’
2012
 Fun and inspiration is the key to engaging guests on large scale

corporate events. We’ll ensure your key messages are built in to the
design of the event at just the right level to maximise the impact on
your team. Events that align with your key corporate messages have
more purpose for both you and your guests.
2013
 We’re full of ideas and inspiration for your next big event. Whether
our ideas, yours or a combination of both we’ll utilise the unrivalled
expertise at our Hertfordshire design studio workshop facility to turn
these ideas in to a reality and create your dream big event.
2014
 We love what we do and put our full personality into your
big corporate event. We feel that anything is possible and
we work to turn an event concept into an engaging
experience. This enables your teams to network together
outside of the office environment building strong
relationships to take back into the office.
2015

 Looking for the Next Singing Sensation – AARP Superstar 2015

 The finale of the AARP Superstar 2015 Contest will be held Friday,
May 15. Finalists will compete at Life@50+ in front of a live
audience and a panel of celebrity judges. Don't miss this fun and
exciting night of music, and help crown the winner of AARP's
Superstar 2015! Tickets will go on sale soon.
Main Competitors
Total Market
Rank Company
Subscribers Shares
01 Bharati Airtel 116013951 31.63%
02 Vodafone Essar 88607607 24.16%
03 Idea 55905178 15.24%

04 BSNL 55186967 15.05%
05 Aircel 29354370 8.00%
06 Reliance Telecom 14607614 3.98%
07 MTNL 4508251 1.23%

08 Loop Mobile 2595454 0.71%
Total 366779392 100%
Location Details - Idea Cellular

Location Type Address

Registered Office Suman Tower Plot No. 18

Gandhinagar - 382011
Gujarat - India
Phone : 66714000
Fax : 23232251
Email : shs@ideacellular.com
Internet : N.A.
Corporate Office 11/1, Sharada Center Off Karve Road
Pune - 411004
Maharashtra - India
Phone : M - 9850003222,
Fax : 9850003999
Email : shs@ideacellular.com
Internet : N.A.
Registered Office Suman Tower, Plot No. 18, Sector-11
Gandhinagar - 382011
Gujarat - India
Phone : 66714000
Fax : 23232251
Email : pankaj.kapdeo@idea.adityabirla.com
Internet : N.A.
Corporate Windsor, 5th Floor, Off CST Road, Near Vidya Nagari,
Office Kalina, Santacruz (East)
Mumbai - 400098
Maharashtra - India
Phone : 66820000
Fax : 66820499
Email : shs@idea.adityabirla.com
Internet : N.A.

Corporate
Windsor, 5th Floor, Off CST Road, Near Vidya Nagari,
Office
Kalina, Santacruz (East)
Mumbai - 400098
Maharashtra - India
Phone : 66820000
Fax : 66820499
Email : shs@idea.adityabirla.com
Internet : N.A.
KEY PEOPLE
Board of Directors-
Mr. Kumar Mangalam Birla (Chairman)
Smt. Rajashree Birla
Mr. Himanshu Kapania (Managing Director)

Mr. Arun Thiagarajan

Ms. Tarjani Vakil
Mr. Mohan Gyani
Mr. Gian Prakash Gupta
Mr. R.C. Bhargava
Mr. P. Murari
Ms. Madhabi Puri Buch
Mr. Biswajit A. Subramanian
Dr. Rakesh Jain
Mr. Sanjeev Aga
Mr. Juan Villalonga Navarro
Dr. Hansa Wijayasuriya (Alternate to Mr. Juan Villalonga Navarro)
Corporate Leadership Team

Mr. Himanshu Kapania - Managing Director
Mr. Ambrish Jain - Deputy Managing Director
Mr. Akshaya Moondra - Chief Financial Officer
Mr. Anil K Tandon - Chief Technology Officer
Mr. Prakash K Paranjape - Chief Information Officer
Mr. Navanit Narayan - Chief Service Delivery Officer
Mr. Vinay K Razdan - Chief Human Resources Officer
Mr. Rajat K Mukarji - Chief Corporate Affairs Officer
Mr. Rajesh K Srivastava - Chief Commercial Officer
Mr. P Lakshminarayana - Chief Operating Officer, Corporate
Mr. Sashi Shankar - Chief Marketing Officer
Mr. Subbaraman Iyer - Chief Operating Officer, National Enterprise Business
Circle Heads
Mr. T. G. B. Ramakrishna - Chief Operating Officer, Andhra Pradesh
Mr. Monishi Ghosh – Senior Vice President - Operations, Bihar
Mr. Sanjeev Govil - Chief Operating Officer, Delhi & Haryana
Mr. Arul Bright - Chief Operating Officer, Gujarat
Mr. Siva Ganapathi - Chief Operating Officer, Karnataka
Mr. Vinu Verghese – Senior Vice President - Operations, Kerala

Mr. Rajendra Chourasia - Chief Operating Officer, Maharashtra & Goa

Mr. M. D. Prasad – Chief Operating Officer, Mumbai
Mr. Sunil Tolani - Chief Operating Officer, Madhya Pradesh & Chattisgarh
Mr. Anish Roy - Chief Operating Officer, Punjab, J&K and Himachal Pradesh
Mr. Puneet Krishnan - Senior Vice President - Operations, Rajasthan
Mr. M. Srinivas - Senior Vice President - Operations, Tamil Nadu & Chennai
Mr. Rajesh Naik - Chief Operating Officer, Uttar Pradesh (East)
Mr. Naozer Firoze Aibara - Chief Operating Officer, Uttar Pradesh (West)
Mr. Sudhir Pradhan - Chief Operating Officer, WB & Kolkata, NESA & Orissa
Idea plans
Idea Cellular Limited (Idea) today announced that it will be acquiring the
Spice Group stake of 40.8 per cent in Spice Communications Limited
(Spice) at a price of Rs. 77.30 per share. It will also make a payment of
approximately Rs. 5,440 million to the Spice Group as non-compete fee.
Idea and Telecom Malaysia International (TMI) along with their affiliates
and associates (as persons acting in concert), will make an Open Offer for
an additional 20 per cent stake in Spice. The Open Offer will be made at a
price of Rs. 77.30 per share.
The boards of Idea and Spice have also approved the merger of Spice into
Idea through a Scheme of Arrangement under Section 391 to Section 394
of the Companies Act, subject to finalization of the Scheme of
Arrangement, the approvals of the respective shareholders, creditors and
the respective High Courts of Gujarat and New Delhi, and TMI intends to
support this merger. The swap ratio has been determined by M/s. SSPA &
Co. and M/s Khimji Kunvarji & Co. at 49 shares of Idea for every 100
shares of Spice.

Idea will make a preferential allotment to TMI of 464.73 million equity

shares at a price of Rs. 156.96 per Idea share representing 14.99 per cent
of Idea's equity capital post allotment.
The primary benefits of this transaction are:
 Idea gains entry in the contiguous wireless markets of Punjab and

Karnataka, which account for 11 per cent of India's total wireless
subscribers
 Spice, a pioneering operator, delivers a strong running start in
Punjab and Karnataka
 million subscribers as of 30 April 2008, equivalent to a 15.1 per
cent market share in the two service areas
 No. 2 wireless operator in Punjab with a 22.3 per cent market share
 Idea to consolidate its position with its all-India subscriber market
share increasing from 9.5 per cent to 11.1 per cent. Importantly,
Idea would be No.1 in three service areas, in the top three in five
more service areas, and with a rapidly improving share in all its
other operating service areas
 Idea's operations in the 900 MHz GSM spectrum band will
increase from the current seven service areas to nine service areas,
driving scale economies and operational synergies resulting in
lower operating and capital expenditure
TMI, an emerging leader in Asian telecommunications with over 44

million subscribers and a presence in 10 countries, will grow its presence
in the Indian telecom sector and become a substantial shareholder in Idea.
The primary benefits of TMI's investment into Idea are:

 Idea is currently rolling out operations in Mumbai, Bihar, Orissa,

and Tamilnadu (including Chennai) service areas, and will also roll
out in the remaining service areas of Kolkata, West Bengal, Assam,
North East and Jammu and Kashmir, after receipt of spectrum. This
investment will support Idea's aggressive growth plans.
 Idea and TMI will develop areas for business co-operation to
leverage TMI's strong presence in 10 principal Asian markets,
including neighboring countries like Sri Lanka and Bangladesh where
TMI is a market-leader. TMI's experience of operating 3G in similar
markets will be of value to Idea, as also the convergent interests of the
two companies in areas extending from international traffic to
roaming, to mobile value added services etc. Idea and TMI would sign
a Business Co-operation Agreement to this effect.
Mr. Kumar Mangalam Birla, Chairman, Idea Cellular Limited said, "This
announcement marks a major step in the Aditya Birla Group 's telecom
business. Idea has performed strongly, but I believe its best lies ahead.
Idea will benefit operationally by leveraging synergies with TMI which
will be a significant shareholder in our company. Further, I look forward
to welcoming colleagues from Spice into the Idea family, and indeed the
over 100,000 strong Aditya Birla Group. Together we aim to grow a top
class organisation in the service of our subscribers."
Mr. Sanjeev Aga, managing director, Idea Cellular Limited said, "The
strategic import of this move travels beyond Punjab and Karnataka. By the
end of the year the Idea yellow will increasingly colour the Indian
landscape."

DSP Merrill Lynch acted as the financial advisor to Idea while Bharucha
& Partners acted as legal advisors. Lazard was the financial advisor while
Norton Rose and Crawford Bayley acted as legal advisors to TMI.
About Idea Cellular

A leading GSM mobile services operator, Idea Cellular has licenses to
operate in all 22 service areas of India with commercial operations in 11
service areas. With a customer base of over 26 million, Idea Cellular runs
operations in Delhi, Himachal Pradesh, Rajasthan, Haryana, Uttar Pradesh
(East), Uttar Pradesh (West) & Uttaranchal, Madhya Pradesh &
Chattisgarh, Gujarat, Maharashtra & Goa, Andhra Pradesh, and Kerala,
holds spectrum for Mumbai, Bihar, Orissa, Tamil Nadu (including
Chennai), and Karnataka, and licenses for the remaining six service areas.
With the planned launch of services in Mumbai, Bihar and Jharkhand in

Q3, and Orissa and Tamil Nadu (including Chennai) towards the end of
the calendar year, Idea's footprint will soon cover approximately 90 per
cent of India's telephony potential. Idea is listed on the National Stock
Exchange (NSE) and the Bombay Stock Exchange (BSE) in India.
Idea Cellular is a part of the US $ 28 billion Aditya Birla Group, India's
first truly multinational corporation. The Group has a market cap in excess
of US $ 31.5 billion, operates in 20 countries, and is anchored by 100,000
employees belonging to 25 nationalities. More information on the
company is available at: www.ideacellular.com and on the Group at:
www.adityabirla.com
About Spice Communications Limited

Spice was incorporated as Modicom Network Private Limited on 28

March 1995 as a private limited company. Spice subsequently became a
deemed public company under Section 43(1A) of the Companies Act,
1956 of India with effect from 1 April 1999 and its name was changed to
Modicom Network Limited. Spice assumed its present name via a fresh
Certificate of Incorporation dated 3 December 1999. With the addition of
the word Private in Spice's name under Section 43(2A) of the Companies
Amendment Act, 2000 of India, Spice's name was changed to Spice
Communications Private Limited with effect from 28 October 2003. On
28 December 2006, Spice was converted into a public limited company
and assumed its present name. Spice currently offers mobile
telecommunication services in the Punjab and Karnataka states of India.
As of 30 April 2008, Spice had 4.4 million subscribers representing a 1.7
per cent market share in India, and was the second and fifth largest mobile
telecommunication service provider within the Punjab and Karnataka
circles, respectively. Spice was listed on the Bombay Stock Exchange
Limited on 19 July 2007, and on the National Stock Exchange of India
Limited on 16 June 2008.
About TM International
TM International is an emerging leader in Asian telecommunications with
significant presence in Malaysia, Indonesia, Sri Lanka, Bangladesh and
Cambodia. In addition, the Malaysian-grown holding company has
strategic mobile and non-mobile telecommunications operations and
investments in India, Singapore, Iran, Pakistan and Thailand. The group's
mobile subsidiaries and associates operate under the brand name Celcom
in Malaysia, XL in Indonesia, Dialog in Sri Lanka, AKTEL in
Bangladesh, HELLO in Cambodia, Spice in India, M1 in Singapore, and
MTCE in Iran (Esfahan). Listed on Bursa Malaysia, TM is among the top

10 biggest public listed companies in Malaysia by market capitalisation,

and the first listed pan-Asian pure cellular service provider in the region.
The group, including subsidiaries and associates, has over 44 million

mobile subscribers in Asia, putting it among the largest mobile
telecommunication providers in the region by turnover. The group has
approximately 13,000 people under employment in 10 countries.
Important information
All company data relating to Spice Communications Limited is based on
Spice Communications Limited information. Market data is based on
information from the Cellular Operator Association of India (COAI) and
the Association of Unified Telecom Service Providers of India (AUSPI).
Cautionary statement regarding forward-looking statements

This press release contains certain forward-looking statements with
respect to our expectations and plans, strategy, management's objectives,
future performance, costs, revenues, earnings and other trend information,
including statements relating to expected benefits associated with the
transactions contemplated herein, plans with respect to these transactions,
and expectations with respect to long-term shareholder value growth and
the actions of credit rating agencies. Forward-looking statements are
sometimes, but not always, identified by their use of a date in the future or
such words as anticipates", aims", due", could", may", should", will",
expects", believes", intends", plans", targets", goal" or estimates". By their
nature, forward-looking statements are inherently predictive, speculative
and involve risk and uncertainty because they relate to events and depend
on circumstances that will occur in the future.
CHAPTER 4

DATA ANALYSIS AND INTERPRETATION
The present study on the topic “CUSTOMER SATISFACTION

TOWARDS IDEA COMMUNICATION” is confined to the selected areas
at Kolar.
A population of 100 respondents was identified on the basics of list of
Idea service Customer provided by the Idea outlets and remaining
respondents were identified from the source of my friends and neighbors.
These respondents consist of business people, professionals, student’s
house wives and others.
DATA ANALYSIS:
Quantitative analysis:
The data is collected through questionnaire with regard to perception of
respondent toward responses were analyzed quantitatively by tabulating
the responses for each factor with the help of finding the mean and its
percentage.
Qualitative Analysis:
The data collected checked for its relevance whenever and where
necessary in order to maintain the perfection with the results being
presented. The data collected through questionnaire regarding the purpose
of approval and positive and negative aspects of existing system were
analyzed quantitatively and inferences were summarized.
I have conducted a general survey on

“CUSTOMER SATISFACTION TOWARDS IDEA

COMMUNICATIONS AT KOLAR”,
By taking the sample of 100 Idea users.
TABLE-4.1
TABLE SHOWING THE GENDER OF THE RESPONDENTS
GENDER NO OF PERCENTAGE
RESPODENTS
MALE 28 28%
FEMALE 72 72%
TOTAL 100 100%
(Source: Primary data)
Analysis:-
From the above table and graph it is found that 28% of respondents are
male and 72% are female.
GRAPH-4.1

GRAPH SHOWING THE GENDER OF THE

RESPONDENTS
80
70
60
50
40 72
30
20
28
10
0
MALE FEMALE
Interpretation:
From this it can be interpreted that majority of the
respondents are female.

TABLE- 4.2
TABLE SHOWING THE AGE GROUP OF DIFFERENT
RESPONDENTS
NO OF PERCENTAGE
AGE
RESPODENTS
Below 20 years
20 20%
20-30 years
40 40%
30-40 years
30 30%
Above 40 years
10 10%
Total
100 100
Analysis:
The 40% of respondents belong to the age group of
20 – 30
30% of respondents are between 30 - 40
20% of respondents are below 20 years
10% of the respondents are above 40 years.
GRAPH-4.2

GRAPH SHOWING AGE GROUP OF DIFFERENT

RESPONDENTS
Percentage
40%
35%
30%
25% Percentage
40%
20%
30%
15%
20%
10%
10%
5%
0%
Below 20 years 20-30 years 30-40 years Above 40 years
Interpretation:
From the above analysis, it can be said that the youngsters are
more attracted towards Idea at Kolar.
TABLE-4.3

TABLE SHOWING THE MARITAL STATUS OF THE

RESPONDENTS
MARTIAL NO OF PERCENTAGE
STATUS RESPONDENTS
56 56%
SINGLE
44 44%
MARRIED
TOTAL 100 100%
Analysis:
With the help of above table and graph it indicates that 56% of
respondents are single and 44% of respondents are married.
GRAPH-4.3

GRAPH SHOWING MARITAL STATUS OF THE

RESPONDENTS
60 56
50 44
40
30
20
10
0
SINGLE MARRIED
SINGLE Column1
Interpretation:
respondents are Single.
TABLE-4.4

TABLE SHOWING THE OCCUPATION OF

DIFFERENT RESPONDENTS
OCCUPATION NO OF PERCENTAGE
RESPONDENTS
STUDENT 28 28%
EMPLOYEE 34 34%
BUSINESS MEN 08 08%
PROFESSION 06 06%
HOUSE WIVES 14 14%
OTHERS 10 10%
TOTAL 100 100%
Analysis:
34% of the respondents are employees
28 % of the respondents are students
14 % of the respondents are house wives
10 % of the respondents are others
8 % of the respondents are business men
6 % of the respondents are Profession
GRAPH-4.4

GRAPH SHOWING THE OCCUPATION OF

40 Respondents
35 34
30 28
25
20
15 14
10 Respondents
10 8
6
5
0
t ee en n ife rs
den oy m sio w he
u l s es e t
St p es of us O
Em sin Pr Ho
Bu
Interpretation:
It can be said that Idea network is attracted towards employees
segment to a greater extent.
TABLE-4.5

TABLE SHOWING THE QUALIFICATION OF

PARTICULARS NO OF PERCENTAGE
RESPONDENTS
BELOW SSLC 00 0%
SSLC 04 04%
PUC 36 36%
GRADUATION 32 32%
POST 24 24%
GRADUATION
ILLITERATES 04 04%
TOTAL 100 100%
(Source: primary data)
Analysis:
36% of respondents belong to the PUC level
32% of respondents belong to the Graduation level
24% of respondents belong to the Post Graduation level
4% of respondents belong to SSLC level
4% of respondents belong to Illiterates.
GRAPH-4.5

GRAPHS SHOWING THE QUALIFICATION OF

Respondents
4% 4%
24%
Below SSLC
36% SSLC
PUC
Graduation
Post Graduation
Illiterates
32%
Interpretation:
From the above analysis it can be said that the people who
have finished their PUC are more attracted towards Idea.
TABLE-4.6

TABLE SHOWING THE MONTHLY INCOME OF THE

RESPONDENTS
MONTHLY NUMBER OF PERCENTAGE
INCOME RESPONDENTS
10000 48 48%
10000-20000 36 36%
20000-30000 8 8%
30000 & 8 8%
ABOVE
TOTAL 100 100%
Analysis:
The above table and graph shows that out of 100 customers
48% of respondents earn an monthly income of Rs10, 000, 36%
of respondents earn an monthly income of Rs10, 000 to 20,000
whereas 8% of respondents earn an monthly income of Rs
20,000 to 30,000, 8% of respondents earn an monthly income of
30,000 and above.
GRAPH-4.6

GRAPH SHOWING THE MONTHLY INCOME OF

THE RESPONDENTS
48
50
45
40 36
35
30
25
20
15
8 8
10
0
10000 10000-20000 20000-30000 30000 & ABOVE
10000 10000-20000 20000-30000 30000 & ABOVE
Interpretation:
respondents are earning monthly income Rs. 10,000.

TABLE- 4.7
TABLE SHOWING WHETHER THE RESPONDENTS
ARE USING IDEA.
USER OF IDEA NO OF PERCENTAGE

RESPONDENTS
YES 72 72%
NO 28 28%
TOTAL 100 100%
Analysis:
The table indicates that only 72% of respondents are the
Idea users, remaining 28% of respondents are non Idea
users.

GRAPH- 4.7
GRAPH SHOWING WHETHER THE RESPONDENTS
ARE USING IDEA.
PERCENTAGE
80%
70%
60%
50%
PERCENTAGE
40% 0.72
30%
20% 0.28
10%
0%
1 2
Interpretation:
By analyzing the table the Idea users are only 72%
becausethe company has not Improved their network.

TABLE- 4.8
TABLE SHOWING THE CUSTOMER OPINION
TOWARDS THEIR NEEDS.
NEEDS NO OF PERCENTAGE
RESPONDENTS
NECESSITY 37 51.38%
PRESTIGE 10 13.88%
STYLE 15 20.85%
OTHERS 10 13.89%
TOTAL 72 100%
Analysis:
51.38 % of the respondents are using for their necessity
13.89% of the respondents are using for other purpose
13.88% of the respondents are using for their prestige
20.85 % of the respondents are using for their style

GRAPH-4.8
GRAPH SHOWING THE CUSTOMER OPINION
TOWARDS THEIR NEED.
PERCENTAGE
60.00%
50.00%
40.00%
30.00%
0.51
PERCENTAGE
20.00%
10.00% 0.21
0.14 0.14
0.00%
NECESSITY PRESTIGE STYLE OTHERS
Interpretation:
From the above graph we can see that majority of the
respondents are using mobile for necessity.

TABLE-4.9
TABLE SHOWING SOURCES THAT INFLUENCED
THE RESPONDENTS TO KNOW ABOUT THE
BRAND.
MEANS OF NO OF PERCENTAGE
INFORMATION RESPONDENTS
ADVERTISEMENT 30 41.66%
PRESS MEDIA 10 13.88%
TELEVISION 15 20.83%
RADIO 0 0%
FAMILY/FRIENDS 10 13.88%
NEIGHBOURS 7 9.75%
TOTAL 72 100%
Analysis:
41.66% of the respondents are influenced by advertisements
20.83% of the respondents are influenced by television
9.75% of the respondents are influenced by neighbors
13.88% of the respondents are influenced by family influence.
GRAPH-4.9

GRAPH SHOWING SOURCES THAT INFLUENCED THE

RESPONDENTS TO KNOW ABOUT THE BRAND.
45.00% 0.42
40.00%
PERCENTAGE
35.00%
30.00%
25.00% 0.21
20.00%
0.14 0.14
15.00%
0.1
PERCENTAGE
10.00%
5.00% 0
0.00%
T IA DS S
EN ED ON DI
O
UR
EM M VISI RA EI N O
TIS S LE /F
R HB
ER RES TE ILY IE G
P N
A DV FA
M
Interpretation:
From the above graph, it can be said that advertisements act as
a major source of influence.
TABLE-4.10

TABLE SHOWING THAT WHAT INFLUENCE THE

RESPONDENTS TO PURCHASE IDEA?
RESPONDENTS
PRICE 50 70%
BRAND IMAGE 10 14%
DESIGN 15 15%
OTHERS 0 0%
TOTAL 72 100%
Analysis:
70 % of the respondent purchases for its price
14 % of the respondent purchases for its brand image
15 % of the respondent purchases for its other purpose.
GRAPH-4.10
GRAPH SHOWING THE FACTORS INFLUENCED TO
PURCHASE THE IDEA.

PERCENTAGE
OTHERS 0
DESIGN 0.15 PERCENTAGE
BRAND IMAGE 0.14
PRICE 0.7
0% 10% 20% 30% 40% 50% 60% 70%
Interpretation:
From analysis we can see that majority of the respondents are
purchasing for its price.
TABLE-4.11
TABLE SHOWING THE RESPONDENTS OPINION
ABOUT THE PRICE ASPECTS.

CHARGES NO OF PERCENTAGE
RESPONDENTS
CHEAPER 10 12%
VALUE FOR 15 19%

MONTH
RELIABLE 50 69%
TOO HEAVY 0 0%
CHARGES
TOTAL 72 100%
Analysis:
69% of the idea users are having the opinion charges are
made is reliable.
made is Value for money.
made is cheaper.
GRAPH-4.11
GRAPH SHOWS THE RESPONDENT OPINION
ABOUT THE PRICE ASPECTS.

PERCENTAGE
0.12
CHEAPER
0.19 VALUE FOR MONTH
RELIABLE
TOO HEAVY CHARGES
0.69
Interpretation:
From the analysis we can see that majority of the respondent
feel the pricing strategy is reliable.
TABLE-4.12
TABLE SHOWING THE RESPONDENTS PLANNING
TO CHANGE THE BRAND.

RESPONDENTS
YES 17 23.62%
NO 55 76.38%
Total 72 100%
Analysis:
76.38% of the respondents are not interested to change the
brand in future.
23.62% of the respondents are interested in changing the
brand in future.
GRAPH-4.12
GRAPH SHOWING THE RESPONDENT PLANNING
TO CHANGE THE BRAND.

PERCENTAGE
0.24
YES
NO
0.76
Interpretation:
From the analysis we can see that majority of the respondents are
not interested to change the brand in future. This shows the
strong customer loyalty.
TABLE-4.13
TABLE SHOWING SATISFACTION OF RESPONDENTS
TOWARDS ADVANCED FACILITIES.

RESPONDENTS
YES 26 36.12%
NO 46 63.88%
TOTAL 72 100%
Analysis:
63.88% of the respondents are not satisfied towards new
advanced facilities.
36.12% of the respondents are satisfied towards new
advanced facilities
GRAPH-4.13
GRAPH SHOWING SATISFACTION OF
RESPONDENTS TOWARDS ADVANCED FACILITIES.

PERCENTAGE
YES
0.36
NO
0.64
Interpretation:
From the above graph we can see that majority of the

respondent are not satisfied towards new advanced
facilities.
TABLE-4.14
TABLE SHOWING THAT RESPONDENT EVER USED
OTHER BRAND

RESPONDENTS
YES 14 19.44%
NO 58 80.56%
TOTAL 72 100%
Analysis:
80.56% of the respondents have ever used other brand.
19.44% of the respondents are used other brand.
GRAPH-4.14
GRAPH SHOWING THAT RESPONDENT EVER USED

OTHER BRAND

90.00%
80.00% PERCENTAGE
0.81
70.00%
60.00%
50.00%
40.00% PERCENTAGE
30.00%
20.00% 0.19
10.00%
0.00% 0 0
YES NO
Interpretation:
From the above analysis 80.56% of the respondents have
ever used other brand.
TABLE-4.15
TABLE SHOWING THAT RESPONDENTS
INFLUENCING THE BRAND TO OTHERS

RESPONDENTS
YES 28 38.88%
NO 44 61.12%
TOTAL 72 100%
Analysis:
61.12% of the users are not wishing to influence their brand
to other.
38.88% of the users are influencing there brand to other.
GRAPH-4.15
GRAPH SHOWING THAT RESPONDENT
INFLUENCING THE BRAND TO OTHERS

PERCENTAGE
100%
90%
80%
70%
60% PERCENTAGE
0.39 0.61
50%
40%
30%
20%
10%
0%
YES NO
Interpretation:
From the above analysis it shows that majority of the Idea
users are not wishing to influence their brand to others.
TABLE-4.16

TABLE SHOWING THAT BRAND AMBASSADOR

HAS INFLUENCED THE PURCHASING DECISION.
RESPONDENTS
YES 51 70.84%
NO 21 29.16%
TOTAL 72 100%
Analysis:
70.84% of the respondents are influenced by brand
ambassador to the purchasing decision.
29.16% of the respondents are not influenced.
GRAPH- 4.16

GRAPH SHOWING THAT BRAND AMBASSADOR

HAS INFLUENCED THE PURCHASING DECISION.
PERCENTAGE
80.00% 0.71
70.00%
60.00%
50.00% PERCENTAGE
40.00% 0.29
30.00%
20.00%
10.00%
0.00%
YES NO
Interpretation:
From the analysis we can see that majority of the
respondents are influenced by brand ambassador to the
purchasing decision.

TABLE-4.17
TABLE SHOWING THE DEALERS OR AGENT
SERVICE.
DEALERS OR NO OF PERCENTAGE
AGENT SERVICE RESPONDENTS
EXCELLENT 10 13.88%
GOOD 17 23.62%
BETTER 45 62.5%
TOAL 72 100%
Analysis:
62.5% of the respondents are saying that dealers or agent
service is Better.
23.62 % of the respondents are saying that dealers or agent
service is Good.
13.88 % of the respondents are saying that dealers or agent
service is Excellent.
GRAPH- 4.17

GRAPH SHOWING THE DEALERS OR AGENT

SERVICE.
PERCENTAGE
70.00% 0.63
60.00%
50.00%
40.00% PERCENTAGE
30.00% 0.24
20.00% 0.14
10.00%
0.00%
EXCELLENT GOOD BETTER
Interpretation:
From the above analysis majority of the respondents are
saying that dealers or Agent service is better.
CHAPTER 5

SUMMARY OF FINDINGS, SUGGESTIONS,

CONCLUSION
FINDINGS
1. The majority of respondents are females.
2. The highest % of respondents belong to the age group of 20-30
years .
3. The highest number of respondents are single.
4. The idea communication is attracted towards employee segment to a
greater extent.
5. Majority of idea users are those finished their PUC
6. The majority of respondents earnings per month is 10000
7. The minimum number of respondents users are only 72% because
the company has not improved their network.
8. Majority of the respondents are using for their necessity.
9. Advertisements act as a major source of influence.
10.Price aspects influenced the purchasing decision of respondents to a
greater extent at Kolar.
11.Majority of the respondent’s opinion is reliable.
12.Majority of the respondents are not interested to change their brand
in future.
13.Majority of the respondents in Kolar are not satisfied towards
advanced facilities.
14. Majority of the respondents have ever used other brands.
15. Majority of the respondents are not interested to influence their
brand to others in Kolar.
16. Performance of Idea communication is good.
SUGGESTIONS

 The company should concentrate more towards targeting the illiterates

and old aged people.
 The company should advertise as suitable to target over the

professionals and businessmen.
 The company need to increase its goodwill as maximum subscribers

are using for their necessity instead of prestige.
 The company should make efforts to attract other segment customers

along with students.
 The company is essential to make efforts to replace the existing

advanced facilities with some others facilities.
 The company should make efforts on existing customers to influence

their brand to others.
 The company should guide the dealers and agents to fulfill the
customers needs from the betterment stage to excellent stage.
CONCLUSION

As of today the concept of cellular phones is truly global. The Indian

market operates one of the largest telecom networks in Asia. The state
has suddenly become a hot bed for a host of communications basic
service, mobile and internet.
The projection shows that more number of subscribers will increase
yearly in India. As number of subscribers increase the demand for
having Idea cellular service connection will also increase.
Hence the company should well prepared for product, promotion and
positioning strategies, which must be lead by reasonable pricing strategy
to increase the marketing and customer satisfaction of Idea cellular
service.

QUESTIONNARIES
1. NAME :
2. ADDRESS :
3. GENDER : MALE ( ) FEMALE ( )
4. AGE :
(a) Bellow 20 ( ) (b) 20-30 ( )
(b) 30-40 ( ) (d)40 & Above ( )
5.MARITAL STATUS : Single ( ) Married ( )
6. OCCUPATION :
(a) Student ( ) (b)Employee ( )
(c) Businessmen ( ) (d) Professional ( )
(e ) House Wives ( ) ( f )Others ( )
7. QUALIFICATION :
(a) Below SSLC ( ) (b)SSLC ( )
(c)PUC ( ) (d)GRADUATION ( )
(e) POST GRADUATION ( ) (f )ILL-ILITERATES( )
8.MONTHLY INCOME :
(a) 10000 ( ) (b) 10000-20000 ( )
(c)20000-30000 ( ) (d) 30000& Above ( )

9. Are you using Idea?

(a) Yes ( ) (b) No ( )
10.What is the need for using Idea?

(a)Necessity ( ) (b)Prestige ( )
(c) Style ( ) (d) Others ( )
11. How did you come to know about the brand?

(a)Advertisement ( ) (b) Press media ( )
(c) Television ( ) (d) Radio ( )
(e) Family/Friends ( ) (f) Neighbors ( )
12. What are the factors influenced to purchase the Idea?

(a)Price ( ) (b)Brand image ( )
(c) Design ( ) (d) Others ( )
13. What is your opinion about the price aspects?

(a)Cheaper ( ) (b) Value for money ( )
(c) Reliable ( ) (d) Too heavy charges ( )
14. In future are you planning to change your brand?

(a)Yes ( ) (b) No ( )
If yes give reason.
15. Are you satisfied with new advanced facilities?

(a) Yes ( ) (b) No ( )
16. Have you ever used other brand?

(a) Yes ( ) (b) No ( )
17. Would you like to influence your brand to others?

(a) Yes ( ) (b) No ( )
If Yes give reason
If No give reason
18. Does the brand ambassador has influenced your purchasing decision?
(a) Yes ( ) (b) No ( )
19. What is your opinion about the dealers or agent service?

(a) Excellent ( ) (b) Good ( )
(c) Better ( )

BIBLIOGRAPHY
1. Company Brochures
2. Book : Principles of Marketing
Author : PHILIP KOTLER
3. Book : Customer Behavior
Author : SUJA R NAIR
WEBSITES:
 WWW.IDEA CELLULAR.CO.IN
 WWW.GOOGLE.CO.IN
 WWW.ADITYA BIRLA.CO.IN
 www.ideacellular.com/
NEWS PAPERS AND MAGAZINES
 Times of India
 The HINDU
 Business India
 India today magazine


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Customer Satisfaction towards Idea Communication at Kolar

PART-A: ABOUT INDUSTRY

Today communication has been modernized, from the telegraphic

Telephone system in India

S.D.C.COLLAGE KOLAR Page 1

India’s telephone system, like many other aspects of telecommunications,

This work is done basically to understand the Kolar Customer’s behavior

OBJECTIVES OF THE STUDY:

S.D.C.COLLAGE KOLAR Page 2

 To study the existing market share of the Idea

The degree of satisfaction provided by the goods or services of a

S.D.C.COLLAGE KOLAR Page 3

Customer satisfaction is a measurement of how pleased customers are

“Customer satisfaction, a business term, is a measure of how products

“Marketing is the process of determining customer demands for a

American Marketing Association, “Marketing as performance of

According to traditional view, Marketing is a many physical process

S.D.C.COLLAGE KOLAR Page 4

Marketing is a very broad based activity and consequently it calls

Marketing is defined as a social & managerial process by which

IMPORTANCE OF CUSTOMER SATISFACTION

OTHER RELEVANT ASPECTS OF THE SUBJECT

S.D.C.COLLAGE KOLAR Page 5

From there, civilisation moved to the stage of markets that is local

a) On the basis of area

b) On the basis of time

S.D.C.COLLAGE KOLAR Page 6

 Short period market

c) On the basis of transactions

d) On the basis of volume business

e) On the basis of regulations

f) On the basis of goods

S.D.C.COLLAGE KOLAR Page 7

With the industrial revolution, which gave a fillip to the

The ultimate purpose of production is the satisfaction of human

Importance of marketing in today’s world:

S.D.C.COLLAGE KOLAR Page 8

cost of production and prices to Customers. Lower price to

 All company planning and operation should be Customer oriented.

S.D.C.COLLAGE KOLAR Page 9

In its fullest sense concept is a philosophy of business that states that

Opportunities for marketing success:

2. Opportunity to innovate to develop new product, to device, to find

3. Opportunity to improve marketing efficiency is also challenging.

4. Opportunity to create competitive difference is big challenge in all

S.D.C.COLLAGE KOLAR Page 10

5. Opportunity market, which is based on market segmentation and

CUSTOMER SATISFACTION CHART

Customer adaption process:

S.D.C.COLLAGE KOLAR Page 11

S.D.C.COLLAGE KOLAR Page 12

MARKETING STRATEGY OR MARKETING MIX

A successful marketing strategy must have marketing mix as well as

The combination of these marketing methods or devices is known as

S.D.C.COLLAGE KOLAR Page 13

S.D.C.COLLAGE KOLAR Page 14

Broadly defined, optimizing the marketing mix is the primary

S.D.C.COLLAGE KOLAR Page 15

A figure showing marketing mix

Product Variety, Price

S.D.C.COLLAGE KOLAR Page 16

The link between customer satisfaction and customer loyalty is not

A formal approach to this customer-focused marketing mix is