LATE SHRI VISHNU WAMAN THAKUR CHARITABLE TRUST’S

BHASKAR WAMAN THAKUR COLLEGE OF SCIENCE,

YASHVANT KESHAV PATIL COLLEGE OF COMMERCE,
VIDHYA DAYANAND PATIL COLLEGE OF ARTS

“ ”
PROJECT SUBMITTED TO

UNIVERSITY OF MUMBAI

BY

“TELI, KAMLESH, NARAYANLAL”

ROLL NO. 55
T.Y.BMS SEM. V EXAMINATION SEAT NO. ________

GUIDED BY:

“PROF.ANAND SINGH RAJAWAT”

 DECLARATION

I hereby declare that the Project titled “” is an original work prepared

by me and is being submitted to the University of Mumbai in partial
fulfillment of BMS Degree for the academic year 2017-18.

To the best of my knowledge, this Project Report has not been

submitted earlier to this University or to any other Affiliated College
for the fulfillment of BMS Degree. The contents of the Project are not
copied from any other source such as Internet, Earlier Projects, Text
books etc.

Signature of the Student:

Nameof the Student: Kamlesh Narayanlal Teli

Roll No.: 55

TYBMS Sem. V Examination Seat No.:

Place: Virar

Date:
SR NO. TOPIC PG NO.

1. AKNOWLEDGEMENT 1

2. RESEARCH OBJECTIVES OF STUDY 2

3. INTRODUCTION 3

4. TELECOM INDUSTRY IN INDIA 4-5

5. COMPANY PROFILE 6-7

6. HISTORY 8

7. SUSTAINABILITY 9-10

8. OPERATIONS 11

9. SWOT ANALYSIS OF IDEA 12-13

10. 7P’S OF MARKETING 14-16

11. MARKETING STRATEGIES OF IDEA 17-18

12. RESEARCH HYPOTHESIS OF STUDY 19

13. RESEARCH LIMITATIONS OF STUDY 20-21

14. METHODOLOGY & SOURCE OF DATA 22-23

15. ANALYSIS & INTERPRETATION 24

16. DATA ANALYSIS & INTERPRETATION OF DATA 25-35

17. FINDINGS 36

18. SUGGESTION 37
19. CONCLUSION 38

20. BIBLIOGRAPHY 39

21. ANNEXURE 40-41

 Acknowledgement
It is a pleasure to all the people who directly or indirectly in many way have assisted me in
my project related studies and contributed in the process of making this project.

Firstly I would like to thanks my entire project guide for their support, co-operation and
fruitful discussions during my research on the topic “”

Lastly, I would like to express my gratitude to all my college and in particular to the co-
ordination of Bachelor of Management Studies (BMS) PROF. ANAND SINGH
RAJAWAT for providing me such an interesting topic for my project and their by supporting
and cooperating with me during my project
 RESEARCH OBJECTIVES OF STUDY:-

• To study the factors that enhances customer satisfaction towards idea services.

• To study the major service provided by Idea.

• To study customer awareness and perception the product, product image, and product

price offered by idea.

• To study various marketing activity conducted by Idea.

 
 INTRODUCTION

The telecommunications industry within the sector of information and communication

technology is made up of all telecommunications/telephone companies and internet service
providers and plays the crucial role in the evolution of mobile communications and the
information society. Traditional telephone calls continue to be the industry's biggest revenue
generator, but thanks to advances in network technology, Telecom today is less about voice
and increasingly about text (messaging, email) and images (e.g. video streaming). High-speed
internet access for computer-based data applications such as broadband information services
and interactive entertainment, is pervasive. Digital Subscriber Line (DSL) is the main
broadband telecom technology. The fastest growth comes from (value-added) services
delivered over mobile networks. The telecom sector continues to be at the epicenter for
growth, innovation, and disruption for virtually any industry. Mobile devices and related
broadband connectivity continue to be more and more embedded in the fabric of society
today and they are key in driving the momentum around some key trends such as video
streaming, Internet of Things (IoT), and mobile payments . Of all the customer markets,
residential and small business markets are the toughest. With hundreds of players in the
market, competitors rely heavily on price, success rests largely on brand name strength and
investment in efficient billing systems. The corporate market remains the industry's favorite.
Big corporate customers are concerned mostly about the quality and reliability of their
telephone calls and data delivery while being less price-sensitive than residential customers.
Multinationals, spend heavily on telecom infrastructure and premium services like high-
security private networks and videoconferencing. Network connectivity can also be provided
to other telecom companies by wholesaling circuits to heavy network users like internet
service providers and large corporations.
 TELECOM INDUSTRY IN INDIA

INDUSTRY OVERVIEW

Background
The Indian Telecommunications network is the third largest in the world and the second
largest among the emerging economies of Asia. Today, it is the fastest growing market in the
world. The telecommunication sector continued to register significant success during the year
and has emerged as one of the key sectors responsible for India’s resurgent India’s economic
growth.

Growth
This rapid growth has been possible due to various proactive and positive decisions of the
Government and contribution of both by the public and the private sector. The rapid strides in
the telecom sector have been facilitated by liberal policies of the Government that provide
easy market access for telecom equipment and a fair regulatory framework for offering
telecom services to the Indian consumers at affordable prices.

Wire line Vs Wireless

It has also undergone a substantial change in terms of mobile versus fixed phones and public
versus private participation. The preference for use of wireless phones has also been
predominant in the sector. Participation of the private entities in the telecom sector is rapidly
increasing rate there by presenting the enormous growth opportunities. There is a clear
distinction between the Global Satellite Mobile Communication (GSM) and Code Division
Multiple Access (CDMA) technologies used and the graph below shows the divide between
the two.

GSM Sector -
In terms of the Global System for Mobile Communication (GSM) subscriber base this now
places India third after China and Russia. China had 401.7 million GSM subscribers.
CDMA Services
CDMA technology was introduced in India as a limited mobility solution. The introduction of
CDMA services has created competition, lowered tariffs and offered many citizens access to
communication services for the first time

Internet Services
Internet services were launched in India on August 15, 1995. In November 1998 the
government opened up the sector to private operators. A liberal licensing regime was put in
place to increase Internet penetration across the country. The growth of IP telephony or grey
market is also a serious concern. Government loses revenue, while unlicensed operation by
certain operators violates the law and depletes licensed operators market share.

Manufacture of Telecom Equipment

Rising demand for a wide range of telecom equipment, particularly in the area of mobile
telecommunication, has provided excellent opportunities to domestic and foreign investors in
the manufacturing sector. The last two years saw many renowned telecom companies setting
up their manufacturing base in India. Ericsson has set up GSM Radio Base Station
Manufacturing facility in Jaipur. Elcoteq has set up handset manufacturing facilities in
Bangalore.
 COMPANY PROFILE

Idea: Company Backgrounder-

Idea Cellular is an Aditya Birla Group Company, India's first truly multinational corporation.
Idea is a pan-India integrated GSM operator offering 2G and 3G services, and has its own
NLD and ILD operations, and ISP license. I Idea is one of the top three mobile operators in
India, with an annual revenue in excess of USD 5 billion and a revenue market share of 19%.
With nearly 200 million subscribers, Idea ranks sixth in the global rankings of operators in
subscriber terms, for single country operations idea has won spectrum to launch 4G services
across 10 key markets and has initiated multiple steps towards introduction of 4G LTE
services on 1800 MHz, in a phased manner from calendar year 2016 onwards.

Idea has a deep rooted network across the length and breadth of the country comprising of
over 1,49,196 cell sites covering 7,513 towns and 3,63,580 villages as on Q1FY16. Using the
latest in technology, Idea provides world-class service delivery through the most extensive
network of customer touch points, comprising of nearly. 6,752 Idea touch points. Idea’s
customer service delivery platform is ISO 9001:2008 certified, making it the only operator in
the country to have this standard certification for all 22 service areas and the corporate office.
Idea has consistently stayed ahead of the industry in VLR reporting. Idea’s thought leadership
on Mobile Number Portability (MNP), with Net Gain of over 14 million customers as on June
30, 2015, has enabled it to stay as the top gainer among other telecom players. Every 4th
mobile user who exercises choice through MNP prefers Idea. Idea has been a pioneer in
introducing customized product offerings for segmented customers. It is the first mobile
operator to introduce innovative value added services in the Indian telephony market, and has
remained ahead of the industry in data product offerings. Driving the growth of mobile
broadband in India, Idea services over 37.2 million data users (as on Q1FY16). Today, data
contributes over 17.7% of Idea’s service’s revenue. Idea has received several national and
international recognitions for its path-breaking innovations in mobile telephony products and
services. Idea won the prestigious Voice & Data Telecom Leadership Awards 2014 under the
Leadership. Recognition category “for various successful initiatives and deployments in the
areas of Business Services, Internet & Broadband, Business Analytics, Information Security,
and Customer Service”. It was recognized as “Most Innovative Telecom Service Provider of
the Year” and “Mobile Data Service Provider of the Year” by Frost & Sullivan Asia
Pacific ICT Awards 2015. Technology Award in Analytics category for the
“Implementation of end-to-end Campaign Management solution.
Idea is listed on the National Stock Exchange (NSE) and the Bombay Stock. Exchange (BSE)
in India. Idea has been voted by investors as one of Asia’s Best .

Using the latest in technology, Idea provides world-class service delivery through the most
extensive network of customer touch points, comprising of 8,780 exclusive Idea outlets, call
centre, Digital app and social media. Idea’s commitment to providing superior customer
experience across all touch points has helped it stay at the No. 1 position in Customer
Satisfaction Survey, consistently, for the last few years. The leading market research firm
Forrester in its ‘Customer Service Index 2016’ has ranked Idea at No. 1 position in customer
service and rated it as “good” - the only wireless service provider to achieve this feat!

COMPANY LOGO:-
 HISTORY
During its inception in 1995, Aditya Birla Group, Tata Group and AT&T Wireless each held
one-third equity in the company. Following AT&T Wireless' merger with Cingular Wireless
in 2004, Cingular decided to sell its 32.9% stake in Idea. This stake was bought by the
remaining two stakeholders equally. Tata forayed into the cellular market with its own
subsidiary, Tata Indicom, a CDMA-based mobile provider and in April 2006, Aditya Birla
Group announced the acquisition of the 48.18% stake held by Tata Group at INR 40.51 a
share amounting to INR 44.06 billion with 15% of the stake acquired by Aditya Birla Nuvo
and the remaining by Birla TMT holdings Private Ltd. both AV Birla family owned
companies. Malaysia based Axiata bought a 19.96% stake in the company in 2009.
On 20 March 2017, Idea and Vodafone India announced that their respective boards had
approved a merger of the two companies. The merger will not include Vodafone's 42% stake
in Indus Towers Ltd. The merger will create the largest telecom company in India by
subscribers and by revenue. Under the terms of the deal, the Vodafone will hold a 45.1%
stake in the combined entity, the Aditya Birla Group will hold 26% and the remaining shares
will be held by the public. The merger is expected to be completed by March 2019, and the
newly merged entity will be named at a later date,
 SUSTAINABILITY

Idea’s Sustainability Initiatives:-

Telecom services are recognized world-over as an important tool for the socio-
economic development of a nation. It is one of the prime support services essential for rapid
growth and modernization of various sectors of the economy. In India too, the
telecommunication sector has revolutionized the way we communicate and share
information, thereby helping over 800 million Indians stay connected, over the last two
decades.
Whether it’s through conserving energy, recycling, or finding innovative solutions to
environmental and social challenges, Idea is committed to being a respectful, responsible and
positive influence on the environment and the society in which we operate. Efficient power
management, infrastructure sharing, use of eco-friendly renewable energy sources, leveraging
the latest in technology to reach out to a large audience in most energy efficient manner such
as video and teleconferencing, smart logistics, etc. are some of the best practices in our
network infrastructure and day-to-day business operations, to ensure a clean and green
environment.

Network Infrastructure initiatives:-

In our effort to give back to the environment and reduce the collective carbon foot print of the
telecom sector in India, Idea pioneered the concept of ‘Shared Telecom Infrastructure’
services, along with a few other industry leaders in the wireless space.
Additionally, we are working on a range of other projects all of which are aimed at
experimenting alternate energy sources to fuel base stations and reduce operating expenditure
for the company.

Communication initiatives:-
With a subscriber base of nearly 10 cores, we have an opportunity to influence a large
mass of people by promoting green initiatives through our various communication programs
and customer service initiatives.

Employee Based Initiatives:-

Idea’s HR operations have all been enabled online for it’s over 7,000 employees, to ensure
that there is minimal paper documentation. This has again helped us save tones of paper that
would have been.
The report lists achievements in Idea cellular’s journey to be the leading Indian group for
sustainable business practices
 Over 19% of Idea owned telecom towers are operated by hybrid power, reducing CO2
emissions by 52,000 tons per annum in 2016
 Reconfigured sites further reducing CO2 emissions by 62,000 tons
 90% of servers are virtualized across data centres, resulting in 1/3rd the power
consumption
 Zero cases of child labour and zero human rights violations in 2016
 One-third of young leaders in Idea are Women
 62,572 man-days of training conducted in 2016
 100% compliance on EMF norms
 CSR activities reached 9 States, 33 districts and 3,250 villages providing support for
education, healthcare and sanitation
 #1 position in C-SAT (Customer Satisfaction) scores
 Idea Money operations expanded to 2 million customers in its goal towards digital
financial empowerment used in day-to-day HR related transactions and
communication.
 Operations

Idea competes with other major mobile operators including Airtel, Vodafone, BSNL,
Reliance Communications, Aircel, Telenor and Tata DoCoMo. While Idea competed very
closely with the then smaller operators like Reliance Communications, BSNL, Tata, Aircel in
circa 2006-07, as of 31 Dec 2015, Idea has gone far ahead of the rest of these competitors
clocking a Revenue Market Share of over 18.5% while the rest remain below 9%. Over the
last 3 years, Idea has cornered an incremental Revenue Market Share of 33% giving tough
competition to market leaders Airtel and Vodafone by earning 1/3rd of the incremental
market - way above its fair share of the market.

On 19 May 2010, in the 3G spectrum auction Idea paid ₹57.68 billion (US$900 million) for
spectrum in 11 circles.Idea launched its first 3G services in 2011. As of 31 Mar 2016, Idea
Cellular offers 3G services on its own spectrum in 13 telecom service areas—the latest being
Delhi (NCR) and Kolkata. Idea has now launched its own 4G LTE services in over 350 towns
across 10 telecom service areas including its leadership service areas like Maharashtra,
Kerala, MP&CG, AP&T, Punjab and Haryana. It now provides 4G services in the service
areas of Karnataka and Tamil Nadu covering large metros and mini metros of Chennai and
Bengaluru.

Idea strengthened its customer base after the launch of MNP in India. As per information
available in the public domain, Idea leads the net port ins and is ahead of both Airtel and
Vodafone in gaining from Mobile Number Portability
 SWOT ANALYSIS OF IDEA

Strengths :-
1.Idea provides flexible plans for prepaid, postpaid and enterprise
customers
2.Good advertising of Idea cellular using TVCs, print ads, online ads
etc
3.High brand visibility and high recall of the brand
4.Celebrity brand ambassadors have promoted the brand ensuring a
good connect with customers
5. Idea has 200+million customers spread pan India.
6. Strong backing on parent company Aditya Birla ensure financial
stability of the brand
7. Merger of Idea with Vodafone in India would ensure larger customer
base and more business
8. Complete website which allows customers to recharge, pay bills etc
9. Customer touch points like Idea stores, apps etc are fully developed

Weaknesses
1. Price competition from other competitors means limited market share growth for Idea
cellular
2. Limited market leadership in metros as compared to competitors

Opportunities
1.Idea can tap the fast expanding cellular market
2.Latest and low cost technologies can boost the business and margins
3.Targeting MNP of customers can be done by Idea to attract competitor customers
Threats
1. New entrant's low price offering can reduce profits of Idea cellular
2. Strong guidelines and restrictions by TRAI can affect business operations
3. MNP of customers to competitor network can lead to loss of Idea's customers
 7P’s Of Idea Cellular

Product
Idea Cellular is one of the leading telecom service provider in India. Idea Cellular product
mix primarily consists of Voice service, Mobile Internet and Value added services in its
marketing mix. Voice service is further segmented across prepaid and post-paid services.
Post-paid plans start from very economical price. Idea Cellular is augmented with various
value packs which helps in attracting customers. Ultimate plans, per minute plan, per second
plan and combo plans are integrated along with post-paid plans. In the prepaid segment, plans
such as start-up kit are very attractive, which helps in bringing new customers. Other plans
include ultimate packs, full talk time vouchers, top up vouchers, Idea to Idea special voucher,
and combo vouchers. In Value Added services Idea provides dialler tones, Apps, Sports
service, Bollywood news etc. Mobile Internet segment is where Idea gets differentiated from
its competitors, it provides 2G, 3G, 4G and LTE internet service for its customers across
India at very economical packages.

Price
Idea Cellular mostly focuses on competitor strategy in the aggressive telecom sector in India.
In the fierce competition of the telecommunications sector in India, price is the key weapon
that carriers use to survive and live in the long run. An insight in the pricing strategy in the
telecom brand’s marketing mix is as follows. In the voice services, post-paid plans from as
low as ₹199; which is very less compared to the basic plans of other players in the market.
Idea provides its customers attractive ISD packages for post-paid services, these rates are
similar when compared to other service providers. In the prepaid services the price of full talk
time vouchers starts from as low as ₹100; which is not provided by any other carrier. Combo
vouchers are prices at differential rates; thus, they are able to exploit the paying capability of
its customers. In this way, Idea Cellular are able to maximize their profits. Special packages
like Idea to Idea, STD package, ISD packages are featured so that customers can customize
their plans depending upon their paying capability and requirement. In the Value added
services the prices are exorbitant, so that people willing to avail luxury services will pay high
amount to avail it.
Place
Idea Cellular has got an excellent reach and its present in almost every corner of India.
Catering to both online and offline format, Idea’s presence can be felt easily. In today’s
digital era, it is important to have lightning fast customer serviceability. Idea is able to
accomplish this by being able to present always with the customers via customer support
anytime and all time. The online portal of idea cellular provides a platform for customers to
raise their issues faced, and also this helps them to look for various packages which they look
to avail or change. It also provides a portal for them to pay bill and have easy recharge. Idea
stores are available in all major metros in and across India present in all states; this helps
them to cater to the customers who are not comfortable with the online mechanism.

Promotion
Idea Cellular focuses on an aggressive promotion in its marketing mix. Idea Cellular spends a
substantial amount of their revenues for advertisements and promotional activities. This is
considered adequate when taken in account the plethora of services they need to promote.
Idea Cellular promote their brand by using the tagline “No ullu banaoing”; which means that
they do not cheat their customers unlike other service providers. Idea Cellular’s major
promotional projects typically involve television advertisements. They have embarked on
Abhishek Bachhan, who is a famous Bollywood personality as their brand ambassador; thus,
providing them a boost to reach out to potential customers. Also, over the years Idea Cellular
have sponsored various sports initiatives like cricket and football matches, which helped
them to promote their brand over the years. Idea Cellular uses all media like TV, online,
print, billboards etc for its marketing activities.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps
marketing mix of Idea Cellular.

Process
Idea Cellular has a centralized design of process structure, thus major chunk of their
operations is operated from their headquarters in Mumbai. Right from purchasing of Idea
SIM card to complaint servicing Idea is setup over an integrated process structure. This setup
is easily accessible to its customers as they have excellent customer service channel. The
agile, trustworthy and quality service support process makes Idea Cellular as one of the most
preferred brand to go for.
People
Idea Cellular focuses a lot of keeping its customers and employees happy. Aditya Birla
Group understands that in order to survive in the ultra-competitive telecommunication
industry in India, it is very important to be able to be connected with the customers. In such a
case, it is very important to have a highly competent employee base. Idea Cellular attracts
employees from across various top graduate universities. Looking at the top management it
can be seen that most of them are from premier institutions having an extensive experience in
the telecom sector. This ensures that from decision making to implementation of ideas,
quality is never compromised. Thus the people strategy in the marketing mix of Idea Cellular
has been a formidable force in the company’s growth in the telecom sector.

Physical Evidence
Idea Cellular has presence across all corners of India. They also come up with attractive plans
of its services that attract customers to its services. They are present in all metro cities as Idea
stores which increases their visibility. The physical evidence covers the Idea stores, simcards,
recharge vouchers etc. The Idea Cellular yellow logo is easily identifiable. Hence, this
concludes the Idea marketing mix.
 MARKETING STRATEGIES OF IDEA –

SEGMENTATION:-

Segmentation is the process of splitting (segmenting) the entire market into smaller groups.
Demographics is the most common variable of market segmentation that includes age,
gender, income, geographic, psychograhpic and behavioural. For launching a Vodafone in
Mexican market, the product is for both the genders ,of every area with variaing ages and
incomes.

Markets are made up of many distinct groups of people who have common characteristics as
consumers. Some of those groups may not be immediately obvious. All of them command
tremendous buying power. But they direct it to products and services that address them as a
highly individual subdivision or segment of the market.

Define those market segments right and you may even end up dominating the market.
Because the more you know about a market segment:

The better you can provide a product or service that attracts it.

The better you can create marketing materials that appeal to it.

The more cost-effectively you can direct them at the markets that respond the best.

The easier it is to position your company and product and build brand loyalty. It's hard to
successfully address a large, vague, undifferentiated market. It's easy to address a tightly
focused, highly individualized group of people with clearly defined preferences and needs.
Market segmentation isolates those groups, and makes them accessible. It helps your
organization understand them and reach them and profit too.

TARGETING:-

In this step one or more segment is targeted .Generally depend on several factors.

How well are existing segments served by other manufacturers?

How large is the segment, and how can we expect it to grow?

Do we have strengths as a company that will help us appeal particularly to one group of
consumers?

It will be more difficult to appeal to a segment that is already well served than to one whose
needs are not currently being served well. Mexican market is already being served well but
Vodafone being a giant can capture the market by providing equally better or more advanced
services.

POSITIONING:-

Positioning basically involves implementing the targeting.

Product(premium basic)

Price(premium, low price, value)

Distribution(intensive, selective, exclusive)

Promotion(prestige, fun, powerful)

Being operationally excellent firm by maintaining exceptional efficiency, the firm providing
reliable service to the customer at a significantly lower cost. Vodafone can capture the
market. It's customer intimate firm which excel in serving the specific needs of the individual
customer quiet well. Technologically it is providing the most advanced products currently
available.
 RESEARCH HYPOTHESIS OF STUDY:-

SET-1

H0- Highly customer satisfaction towards Idea service does not have impact on Customer
satisfaction level towards Idea Cellular Service.

H1- Highly customer satisfaction towards Idea service impact on Customer satisfaction level
towards Idea Cellular Service.

SET-2

H0-Major service provided by Idea does not have impact on Customer satisfaction level
towards Idea Cellular Service.

H1- Major Service provided by Idea impact on Customer satisfaction level towards Idea
Cellular Service.
 RESEARCH LIMITATIONS OF STUDY

Limitations:-
The limitations of this research project are as follows:-
The researcher holds validity for the particulars period only.
The availability of time factor is said to be limited for the researcher to conduct the study.
It is hard to extract response from the customers in busy work schedule.

Since the feedback of the customers was done through Questionnaire major limitation was
unavailability of customers thus leading to highly low success rate.
Most of the customers were so furious that they refused to part with any information
Time factor

REVIEW OF RELATED LITERATURE

The references for the literature review used for the problem in hand are as follows: Seth et al
(2008) analyzed that there is relative importance of service quality attributes and showed that
responsiveness is the most importance dimension followed by reliability, customer perceived
network quality, assurance, convenience, empathy and tangibles. Liu (2002) found that the
choice of a cellular phone is characterized by two attitudes: attitude towards the mobile phone
brand on one hand and attitude towards the network on the other. Samuvel (2002) observed
that most of the respondents consider size, quality, price, instrument servicing are an
important factors for selecting the handset while majority of the respondents are satisfied
over the payment system, quality of services, coverage area and the process of attending the
complaints regarding their mobile service provider.

Nandhini (2001) examined that attitude of the respondents using cell phones was not
influenced by either education or occupation and income. Kalpana and Chinnadurai (2006)
found that advertisement play a dominant role in influencing the customers but most of the
customers are of opinion that promotional strategies of cellular companies are more sale
oriented rather than customer oriented.Haqueetal (2007) suggested that price, service quality,
product quality & availability, and promotional offer play a main role during the time to
choose telecommunication service provider.

Customer satisfaction/dissatisfaction has become an important for marketing practitioners.

The author examines the issue in terms of customer satisfaction. In particular, practitioners
and academicians have noted that simply investing in greater service delivery may not return
the cost of investment. Part of problem is that customer response to satisfaction increment
can be nonlinear, and satisfaction and dissatisfaction thresholds may not occur at the same
point. The author propose a method for analyzing this complex behavior in a way that can
lead to the development of more accurate satisfaction strategies through an understanding of
the relationships among customers and transaction costs, satisfaction, and purchasing loyalty.

METHODOLOGY & SOURCE OF DATA

This research study is done through a survey. Survey is referred as the best research method
to understand customer’s opinion regarding any issue. So this method can help to produce the
precise result. To achieve the above mentioned objective and to prove these hypotheses, the
study is done though survey method.
Questionnaires are filled by personally interviewing various customers.

Descriptive Method.

Reasons for selecting research design:

1) This method is being used because the problem of declining telecom industry in
Mumbai is present but it is not clearly defined.

2) The information on this particular topic is not a detailed one and we wish to find facts
and figures about the problem.

SAMPLING
DATA COLLECTION METHOD:

Non-Probability Sampling Method

SAMPLING PROCEDURE:

Simple Random Sampling

SAMPL SIZE ESTIMATION:

100

DATA ANALYSIS PLAN:

DATA COLLECTION
Survey :-
I had conducted a online survey in the city of Mumbai to collect the data.

DATA COLLECTION INSTRUMENT

Questionnaire

I had requested customer of IDEA Cellular & other network user to fill the questionnaires in
order to collect the data.

SOFTWARE’S TO BE USED
I had used MS Excel for data analysis.

ANALYSIS & INTERPRETATION

Data gathered through inferences drawn from the secondary data and the calculations
performed on the historical data will be integrated with the help of Microsoft Office-excel.
The study will also extend its scope through technical analysis with the use of graphs of time-
series, pie Graph, bar Graph, means plots to extent the research horizon and to prove research
hypothesis. The collected data of 100 customers will be used to pitch Idea Cellular Product
&service & setting meeting for business development. Below survey done with 100 Mumbai
based customer wherein we pitched the Idea Cellular Product and Services also.

DATA ANALYSIS & INTERPRETATION OF DATA:

1).Do you have 4G mobile phone?

Yes No
 Customers in No. 97 3

No
3%

Yes
97%

2) Out of the following, which network service provider do you use?

Idea Airtel Vodafone Reliance

Customers in No. 30 25 25 20
 Reliance
20%
Idea
30%

Vodafone
25%

Airtel
25%

3) Are you aware about Idea Cellular service?

Yes No

Customers in No. 80 20
 No
20%

Yes
80%

4) From which source you come to know about Idea?

Advertising Hording Newspaper Friends

Customers in No. 60 20 5 15
 Friends
15%

Newspaper
5%

Hording Advertising
20% 60%

5) Are you using Idea Network Services?

Yes No Total

Customers in No. 80 20 100

 No
20%

Yes
80%

6) If yes, since how long you are using Idea service?

Categories Less than 1 month 2-12 months More than 1year

Customers in No. 10 30 60
 Less Than 1 month
10%

2-12 Months
30%
More Than 1 Year
60%

7) Which of the following service do you use of Idea?

Categories Prepaid Postpaid Total

Customers in No. 48 32 100

 Postpaid
40%

Prepaid
60%

8) Which of the following do you think are the competitive advantage of Idea service?

Low call Rates Better Internet service Strong Network

Categories
Customers in No. 45 25 30
 Strong Network
30%

Local Call Rates

45%

Better Internet Service

25%

9) How Satisfied are you with Idea cellular Services?

Categories Excellent Good Satisfied Poor

Customers in No. 60 20 10 10
 Poor
10%

Satisfied
10%

Good Excellent
20% 60%

10. Will you shift to another network which provide better service than IDEA ?
Yes 58
No 24
May Be 18
 May Be
18%

Yes
No 58%
24%

Findings
1. In my analysis the performance of Idea is varying from area to be because of its advertising
strategy and many other facilities are different.
2. In my analysis around more than 60% people says that Idea service is Excellent and 10%
are
 people says poor.
3. Idea’s main competitor is Airtel. While Idea and Airtel, both are providing same service so
it is most important to use more and effective advertising strategy.
4. Idea provided its service to its customer whenever they need and also where ever the need
with the help of customer cares.
In case of telecommunication customer are very choosy and economical
 SUGGESTIONS

During the survey I come to know about some short coming of Idea telecom. This
shortcoming can be removed with the help of following suggestion and help Idea
telecommunication. In expanding its market through advertisement and improving its market
position.

1. Promotional program conducted be the company should be on large scale for the customer
with improved visual aids.
2. Company should increase the personal contact with the customer because they have
some problems that can be solved by the Idea staff only.
3. For youngsters Idea should provide some free services as like Reliance Infocomm.
4. Idea should appoint few more celebrities for advertisement.
5. Idea should change per call charges & SMS plan.
6. To develop 4G plan & Value added scheme.
 CONCLUSION

It is always difficult to measure the effectiveness of service center this is to conclude that the
research named as “Customer satisfaction level towards Idea cellular service” will be useful
for the organization this research has been done keeping the constraints and requirements of
the Idea with the help of this research it is easy for Idea to know about the service center and
customer satisfaction level. It can help them to know what their customer wants from them.

It will help the organization to know that what more their customer want from them. What
are their weaknesses which the organization can improve in order to service center in order to
the services performed by them. I tried my best to make this research report in spite of that
few mistakes in it and I know this thing. So kindly ignore most of the customer are satisfied
with their services but wants to switch over a new upgraded service if given an opportunity
with additional feature and least risk.
 BIBLIOGRAPHY

REFERENCE BOOKS:

1. Philip Kotler& Keller: Marketing Management.

2. C.R.Kothari: Research Methodology.

3. Dr.P.N.Arora: Statistics for Management.

WEBSITES:

www.adityabirla.com

www.ideacelluler.com

www.telecomindustry.com
 Annexure
1).Do you have 4G mobile phone?

Yes No

Customers in No. 97 3

2) Out of the following, which network service provider do you use?

Idea Airtel Vodafone Reliance

Customers in No. 30 25 25 20

3) Are you aware about Idea Cellular service?

Yes No

Customers in No. 80 20

4) From which source you come to know about Idea?

Advertising Hording Newspaper Friends

Customers in No. 60 20 5 15

5) Are you using Idea Network Services?

Yes No Total

Customers in No. 80 20 100

6) If yes, since how long you are using Idea service?

Categories Less than 1 month 2-12 months More than 1year

Customers in No. 10 30 60

7) Which of the following service do you use of Idea?

Categories Prepaid Postpaid Total

Customers in No. 48 32 100

8) Which of the following do you think are the competitive advantage of Idea service?

Low call Rates Better Internet service Strong Network

Categories
Customers in No. 45 25 30

9) How Satisfied are you with Idea cellular Services?

Categories Excellent Good Satisfied Poor

Customers in No. 60 20 10 10

10. Will you shift to another network which provide better service than IDEA ?
Yes 58
No 24
May Be 18