I

NDEX
Pa
geNo
C
hap
ter
-I 1
-8
 I
ntr
odu
cti
on
 Ob
jec
ti
veso
fth
eSt
udy
 Ne
edf
ort
heS
tud
y
 S
cop
eof
theS
tud
y
 Me
tho
dol
ogy
 L
imi
ta
ti
onso
fth
eSt
udy
C
hap
ter
-I
I 9
-1
8
 C
omp
anyPr
ofi
l
e
&
 I
ndu
str
ypr
ofi
l
e
C
hap
ter–I
II 1
9-
24
 Th
eor
eti
cal
Fra
mewo
rk
C
hap
ter–I
V 2
5-3
3
 Da
taAn
aly
sisa
ndI
nte
rpr
eta
ti
on.
C
hap
ter–V 3
4-4
0
 F
ind
ing
s
 S
ugg
est
io
ns
 C
onc
lus
ion
 Qu
est
io
nna
ire
 Bi
bl
io
gra
phy
C
HAPTER–I
 I
NTRODUC
TION

Ma
rke
ti
ng:
Ma
rke
ti
ngi
sin
dee
dana
nci
enta
rti
tha
sbe
enp
rac
ti
cedi
non
ewa
yort
heo
the
rsi
ncet
hed
ayso
f
a
dama
nde
ve.
It
seme
rge
ncya
sama
nag
eme
ntd
isc
ipl
i
ne,
howe
ver
,iso
fre
lat
iv
elyr
ece
nto
rig
in.
Andwi
th
i
nth
isr
ela
ti
vel
ysh
ortp
eri
od,i
tha
sga
ine
dag
rea
tde
alo
fimp
ort
anc
ean
dst
at
ure
,inf
actt
oda
ymo
st
ma
nag
eme
ntt
hi
nke
rsa
ndp
rat
it
io
ner
sth
ewo
rldo
ver
,re
gar
din
gma
rke
ti
nga
sth
emo
sti
mpo
rta
nto
fal
l
ma
nag
eme
ntf
unc
ti
oni
nan
ybu
sin
ess
.

De
fi
ni
ti
ono
fMa
rke
ti
ng:
"
Mar
ket
in
gisas
oci
ala
ndma
nag
eri
alp
roc
essb
ywh
ichi
ndi
vi
dua
lsa
ndg
rou
pob
tai
nwh
att
heyn
eed
a
ndwa
ntt
hro
ughc
rea
ti
ng,
off
eri
nga
nde
xch
ang
ingp
rod
uct
sof
val
uewi
tho
the
rs"
.
-
Phi
l
ipKo
tl
er

"
Mar
ket
in
gco
nsi
sto
fal
lac
ti
vi
ti
eswh
ichac
omp
anya
dop
tsi
ts
elft
oit
'
sen
vir
onme
nt-c
rea
ti
vi
tya
nd
p
rof
it
abi
l
it
y".
-
RoyC
ore
y
Th
eMa
rke
ti
ngC
onc
ept
s:
Th
ema
rke
ti
ngc
onc
eptwa
sbo
rno
uto
fth
eawa
ren
esst
hatma
rke
ti
ngs
tar
tswi
tht
he
d
ete
rmi
nat
io
nofc
ust
ome
rwa
ntsa
nde
ndswi
tht
hes
ati
sf
act
io
noft
hos
ewa
ntst
hec
onc
eptp
utst
he
c
ons
ume
rbo
tha
tth
een
doft
heb
usi
nes
scy
cle
.Its
ti
pul
at
est
hata
nyb
usi
nes
ssh
oul
dbeo
rga
niz
eda
rou
nd
t
hema
rke
ti
ngf
unc
ti
on,
ant
ic
ipa
ti
ng,
sti
mul
at
in
gan
dme
eti
ngc
ust
ome
r'
sre
qui
reme
nts
.Th
ecu
sto
mer
,no
t
b
eco
rpo
rat
io
nha
stob
eth
ece
nte
roft
heb
usi
nes
sun
ive
rse
.Ab
usi
nes
sca
nno
tsu
cce
edb
ysa
mpl
i
ng
p
rod
uct
san
dse
rvi
cest
hat
aren
otp
rop
erl
yde
sig
nedt
ose
rvet
hen
eed
soft
hec
ust
ome
rs.
Itp
roc
lai
ms,
"t
he
e
nti
reb
usi
nes
sha
stob
ese
enf
romt
hep
oin
tof
vie
wof
thec
ust
ome
r".

Ma
rke
ti
ngRe
sea
rch
:

1
 Ma
rke
ti
ngr
ese
arc
hisad
yna
mics
ubj
ec
tit
hasawi
dec
ove
rag
ein
clu
din
gma
rke
ti
ngs
tud
iesr
ela
ti
ng
t
oma
rke
tpr
odu
ctp
oli
ci
esme
ana
ndme
tho
dse
tc.
Mar
ket
in
gre
sea
rchb
egi
nse
venwh
enp
rod
uct
io
nisi
n
t
hep
lan
nin
gst
age
.Iti
sal
soc
ont
in
uou
sth
rou
gho
utt
hel
i
fet
imeo
fane
nte
rpr
ise
.Iti
sth
usac
ont
in
uou
s
o
per
ati
nga
lt
hou
ghh
erema
ybes
omea
dho
cpr
oje
ctst
ake
nupf
ors
olv
ings
pec
if
icp
rob
lemso
fen
ter
pri
se.

Ma
rke
ti
ngr
ese
arc
hist
hec
oll
ect
i
ona
ndi
nt
erp
ret
at
io
nfa
ctst
hatma
rke
ti
ngt
oge
tpr
odu
cti
onMi
x
e
ff
ic
ien
tl
yint
oth
eha
ndso
fcu
sto
mer
s.Ma
rke
ti
ngr
ese
arc
hen
comp
ass
esa
lli
nfo
rma
ti
onp
ert
in
entt
oth
is
t
ask
.It
ist
hes
yst
ema
ti
cob
jec
ti
vea
nde
xha
ust
iv
ese
arc
hfr
oma
nds
tud
yoff
act
sre
lev
ant
toa
nyp
rob
lemi
n
t
hef
ie
ldo
fma
rke
ti
ng.

De
fi
ni
ti
ono
fMa
rke
ti
ngRe
sea
rch
:

Ma
rke
ti
ngr
ese
arc
hist
hes
yst
ema
ti
cpr
obl
ema
nal
ysia
nal
ysi
s,mo
delb
uil
di
nga
ndf
actf
ort
he
p
urp
oseo
fimp
rov
ed,
mod
elb
uil
di
nga
ndf
act
fort
hep
urp
oseo
fimp
rov
edd
eci
si
onma
kin
gan
dco
ntr
oli
n
t
hema
rke
ti
ngo
fgo
odsa
nds
erv
ice
s".
Ph
il
ip
sko
tl
er

"
Mar
ket
in
gre
sea
rchs
erv
est
woma
jorf
unc
ti
ons
,itp
rov
ide
sin
for
mat
io
nfo
rde
cis
ionma
kin
gan
dit
d
eve
lop
sne
wkn
owl
edg
e".
-
Rob
ert
Fer
der

2
 Wea
reo
neo
fIn
dia
'sl
ead
ingp
rov
ide
rso
fte
lec
ommu
nic
ati
ons
erv
ice
swi
than
ati
onwi
dep
res
enc
e
i
nal
lth
e23l
i
cen
sedj
uri
sdi
ct
io
ns(
al
sok
nowna
ste
lec
omC
irc
les
).Wes
erv
eda
nag
gre
gat
eof8
8,
27
0,
19
4
c
ust
ome
rsa
sofDe
cemb
er3
1,2
008
;ofwh
o85
,6
50,
73
3su
bsc
rib
etoo
urGS
Mse
rvi
cesa
nd2
,6
19,
46
1us
eou
r
Te
leme
diaS
erv
ice
sei
th
erf
orv
oic
ean
d/o
rbr
oad
ban
dac
ces
sde
li
ver
edt
hro
ughDS
L.Wea
rel
arg
est
wi
rel
esss
erv
icep
rov
ide
rint
hec
oun
try
,ba
sedo
nth
enu
mbe
rofs
ubs
cri
ber
saso
fDe
cemb
er3
1,2
008
.We
a
lsoo
ff
era
nin
teg
rat
eds
uit
eoft
el
eco
mso
lut
io
ntoo
ure
nte
rpr
isec
ust
ome
rs,
ina
ddi
ti
ont
opr
ovi
di
ngl
ong
d
ist
anc
eco
nne
cti
vi
tyb
othn
ati
ona
ll
yan
din
ter
nat
io
nal
l
y.Weh
aver
ece
ntl
yfo
ray
edi
nt
ome
diab
yla
unc
hin
g
o
urDTHa
ndI
PTVs
erv
ice
s.Al
lt
hes
erv
ice
sar
ere
nde
redu
nde
rau
nif
ie
dbr
and"
Air
tel
".
Thec
omp
anya
lso
d
epl
oys
,own
san
dma
nag
esp
ass
ivei
nfr
ast
ruc
tur
epe
rta
ini
ngt
ote
lec
omo
per
ati
onsu
nde
rit
ssu
bsi
di
ary
Bh
art
iIn
fra
tel
Limi
te
d.Bh
art
iIn
fra
tel
own
s42
%ofI
ndu
sTo
wer
sLi
mit
ed.
Bha
rtiI
nfr
ate
lan
dIn
dusTo
wer
a
ret
het
wot
opp
rov
ide
rso
fpa
ssi
vei
nfr
ast
ruc
tur
ese
rvi
cesi
nIn
dia
.Ind
eve
lop
ingama
rke
tpl
an,
you
r
p
rima
ryf
unc
ti
onsa
ret
oun
der
sta
ndt
hen
eed
san
dde
sir
eso
fyo
urc
ust
ome
rse
lec
tord
eve
lopap
rod
uct
or
s
erv
icet
hatwi
l
lme
etc
ust
ome
rne
eds
,de
vel
opp
romo
ti
ona
lma
ter
ialt
hatwi
l
lma
ket
hec
ust
ome
rawa
re,
a
nde
nsu
rep
rod
uct
ors
erv
iced
eli
ver
y.

3
 OBJ
ECTI
VES

Th
ema
inp
urp
osea
ndo
bje
cti
vef
ort
hi
sst
udyi
s
 Tok
nowt
hes
ign
ali
nth
eira
rea
 Tof
indo
uti
ft
heya
res
ati
sf
ie
dan
dawa
reo
fth
ese
rvi
cesa
ndo
ff
ersp
rov
ide
d
 Tor
eco
mme
ndme
asu
resf
ori
mpr
ovi
ngt
hep
rod
uct

4
 NEEDF
ORTHES
TUDY

Ne
edo
fSt
udyi
ncr
eas
ingc
omp
eti
ti
one
verg
rowi
ngma
rke
tea
sya
vai
l
abi
l
it
yoft
hef
ina
nce
san
d
i
ncr
eas
ingp
opu
lat
io
nofy
oun
gex
ecu
ti
veswi
thh
uged
isp
osa
blei
nco
meso
vert
hep
astf
ewy
ear
sha
s
s
ubs
tan
ti
al
lyi
ncr
eas
edt
hes
ale
sint
hec
ommu
nic
ati
ona
lsot
hec
omp
eti
ti
ona
mon
gth
ede
ale
rso
fth
e
p
rod
uct
asi
ncr
eas
edwi
the
acht
ryi
ngt
oma
ximi
zet
hei
rcu
sto
merb
ase.
thes
tud
ytr
iesu
nde
rst
andt
hek
ey
s
erv
icep
ara
met
ersa
ndr
efl
ec
tup
ont
hed
ysf
unc
ti
ona
lar
east
husp
rov
idi
ngt
hed
eal
erwi
tha
nin
sig
hti
nt
o
t
hel
eve
lof
con
sume
rsa
ti
sf
act
io
nan
dch
ang
ingt
ren
dso
fth
eco
nsu
mere
xpe
cta
ti
on.

5
 S
COPEOFTHES
TUDY

Be
for
ebu
sin
essc
and
eve
lopma
rke
ti
ngs
tra
teg
ies
,th
eymu
stu
nde
rst
andwh
atf
act
orsi
nfl
uen
ce
b
uye
rs'
beh
avi
ora
ndh
owt
heyma
kep
urc
has
ede
cis
iont
osa
ti
sf
yth
eirn
eed
san
dwa
nts
.
Th
iss
tud
yai
mst
owa
rdsc
oll
ect
i
ngi
nfo
rma
ti
ona
bou
tco
nsu
mer
sPs
ych
olo
gyt
owa
rdsAi
rt
ela
nd
t
hush
elp
ingAi
rt
eli
nun
der
sta
ndi
ngc
ust
ome
r'
sna
tur
ean
dhe
lpi
nde
vel
opi
ngs
tra
teg
ieswh
ichwi
l
lth
us
h
elpt
hemi
nin
cre
asi
ngt
hei
rbu
sin
ess
.
I
ti
sdo
net
oun
der
sta
ndwh
atc
ons
ume
rsc
ons
ide
rwh
il
ego
ingf
orp
urc
has
ingAi
rt
elPr
odu
cts
.
Byt
hi
sst
udywec
amet
okn
owh
owt
heo
rga
niz
ati
onr
eta
ini
nga
nds
ust
ai
ni
ngi
tsc
ust
ome
r.
Th
ema
inp
urp
oseo
fth
isp
roj
ec
tist
ost
udyc
ons
ume
rsb
uyi
ng,
beh
avi
ora
ndd
eve
lops
tra
teg
ies
wh
ichh
elpAi
rt
eli
nin
cre
asi
ngt
hei
rma
rke
tsh
are
.
Th
iss
tud
yisma
inl
yfo
cus
edo
nva
rio
usf
act
orst
hata
ff
ectc
ons
ume
rsb
uyi
ngd
eci
si
on.
Suc
has
s
oci
al
,ps
ych
olo
gic
ala
ndp
ers
ona
l.
Th
iss
tud
yhe
lpst
oun
der
sta
ndt
hes
ati
sf
act
oryl
eve
lofc
ons
ume
rst
owa
rdst
heb
ran
d.An
dal
so
u
nde
rst
and
ingt
hec
ons
ume
rat
ti
tu
desa
ndt
hei
rbu
yin
gmo
ti
vesb
yme
anso
fco
mpa
nyb
ran
dima
ge.

6
 METHODOL
OGY

METHODSOFDATAC
OLL
ECTI
ON:

Th
eDa
tah
asc
oll
ect
edi
ntwowa
ys:

Pr
ima
ryDa
ta:
Pr
ima
ryd
ataa
ret
hos
e,wh
icha
rec
oll
ect
edf
ort
hef
ir
stt
ime
,an
dth
eya
reo
rig
ina
lin
c
har
act
er.
Asu
it
abl
eco
mbi
nat
io
nofQu
est
io
nna
iret
ech
niq
ues
,&d
isc
uss
ionwi
tht
her
esp
ond
ent
swa
s
u
sedt
oco
ll
ect
ther
equ
ire
dPr
ima
ryd
ata
.Pr
ima
ryd
atag
ive
shi
ghe
rac
cur
acya
ndf
act
s,wh
ichi
sve
ry
h
elp
ful
fora
nyr
ese
arc
han
dit
sfi
ndi
ngs
.

S
eco
nda
ryd
ata
:-
S
eco
nda
ryd
ataa
ret
hos
e,wh
icha
rea
lre
adyc
oll
ect
edb
yso
meo
nef
ors
omep
urp
osea
nda
re
a
vai
l
abl
efo
rth
epr
ese
nts
tud
y.S
eco
nda
ryd
atawa
sco
ll
ect
edf
romt
hema
gaz
ine
s,we
bsi
te
san
dot
her
s
uchs
our
ces
.

S
amp
leS
ize
:80

7
 L
IMI
TATI
ONS

 Th
est
udyi
sre
str
ict
edo
nlyt
oAI
RTEL
,De
lhir
esp
ond
ent
s.Th
evi
ewo
fth
eiro
the
rar
easi
sno
t
t
ake
n.
 F
ewr
esp
ond
ent
san
swe
rwa
sco
ll
ect
ed.
 Re
spo
nde
ntsc
onc
ent
rat
edwh
eret
hec
ust
ome
rso
fAI
RTELo
nly
.
 S
inc
eth
ere
sea
rch
ers
ele
cte
d50s
amp
les
iz
eit
isn
ots
uff
ic
ien
ttoc
ove
rop
ini
ono
fen
ti
rep
opu
lat
io
n.
 Ti
med
ura
ti
oni
nco
ndu
cti
ngt
her
ese
arc
hisv
eryl
ow.

8
C
HAPTER–I
I

9
 I
NDUS
TRYPROF
ILE

I
ndi
anmo
bil
ete
lep
hon
yma
rke
tisi
ncr
eas
ingd
ayb
yda
yan
dth
erei
smo
ret
oha
ppe
nwi
th
t
ech
nol
ogi
calu
pgr
ada
ti
onso
ccu
rri
ngn
ear
lye
ver
yda
yan
dth
eev
er-
i
ncr
eas
ingd
ema
ndf
ore
asi
era
nd
f
ast
erc
onn
ect
iv
it
y,t
hemo
bil
ete
lep
hon
yma
rke
tise
xpe
cte
dtor
acea
hea
d.
I
ndi
aha
saf
ast
-
gro
win
gmo
bil
ese
rvi
cesma
rke
twi
t
hex
cel
l
ent
pot
ent
ia
lfo
rth
efu
tur
e.Wi
tha
lmo
st
5mi
l
li
ons
ubs
cri
ber
sama
sse
dinl
esst
hant
woy
ear
sofo
per
ati
on,
Ind
ia'
sgr
owt
hte
mpoh
asf
are
xce
ede
d
t
hato
fnu
mer
ouso
the
rma
rke
ts,
suc
hasC
hin
aan
dTh
ail
and
,wh
ichh
avet
ake
nmo
ret
hanf
iv
eye
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ti
ng

OPPORTUNI
TIES
 Tos
ust
ai
npa
ssi
ona
ndc
ommi
tme
nt
 Ai
rt
el
'sma
rke
tsh
arei
ncr
eas
inga
tot
hers
erv
icep
rov
ide
rex
pen
se.
 At
ta
inh
igh
erv
alu
ese
rvi
ces
 C
oll
abo
rat
iv
ebu
sin
essn
eed
stob
eex
plo
red
 Ve
rti
cal
rep
eat
abl
eso
lut
io
ns.
 L
owp
ene
tra
ti
onl
eve
linr
ura
lma
rke
ts.

1
6
THREATS
 F
ore
igni
nve
stme
nt
 Gl
oba
ltr
end
smo
vin
gfr
omG.
PSt
oW.
L.
L.
 L
acko
fgl
oba
lpa
rit
yint
el
eco
mta
rif
f
 Ot
herc
omp
eti
ti
on

NETWORKOFAI
RTEL

C
ELL
ULARS
ERVI
CE
Ai
rt
elC
omp
let
esI
ts2
3Ci
rcl
eAl
lIn
diaF
oot
pri
ntAi
rt
eln
owc
onn
ect
sIn
diaf
romt
heI
ndu
stot
he
I
ndi
anOc
eana
ndf
romS
aba
mat
itot
heBr
ahma
put
rao
nan
etwo
rko
fmo
ret
han1
0,
000b
ases
tat
io
nswi
th
c
umu
lat
iv
ein
ves
tme
ntso
fmo
ret
hanRs
.16
,00
0cr
ore
s.

I
NTERNETI
NFRAS
TRUC
TURE
Ou
rIn
ter
netb
ack
bon
ein
vol
vess
tat
eoft
hea
rth
igh
-en
dro
ute
rsa
nds
wit
che
sasma
yde
plo
yedo
n
t
heb
est
net
wor
ksa
cro
sst
hewo
rldt
oof
fe
ryo
ure
li
abl
ese
rvi
ceo
fun
mat
che
dqu
ali
ty
.Th
reey
ear
sba
ckwe
h
ade
sta
bli
she
dsa
tel
l
it
eba
sedg
ate
wayf
ori
nt
eme
tac
ces
s.Th
iswa
sth
efi
rst
gat
ewa
ybyap
riv
ateo
per
ato
r.
No
wweh
avee
sta
bli
she
dou
rfi
breg
ate
wayo
nNe
two
rki
2i
,f
ir
stp
riv
ates
ubma
rin
eca
bleo
wne
dbyu
san
d
S
ing
Tel
.

F
IXEDL
INEI
NFRAS
TRUC
TURE
Ou
rhi
ghq
ual
i
tyf
ib
re-
bas
ed,f
ixe
dli
nen
etwo
rksi
nDe
lhi
,Ha
rya
na,Ta
milNa
du,Ka
rna
tak
a,
Ma
dhy
aPr
ade
sha
ndC
hah
att
is
gar
h,i
nt
ens
ive
lyc
ove
rst
hemo
stp
romi
nen
tco
mme
rci
ala
ndb
usi
nes
s-
d
ist
ri
ct
sint
hec
oun
try
.Wep
rov
idet
hep
owe
rofl
ast
mil
efi
xedl
i
nen
etwo
rkt
obr
inge
nd-
t
o-e
ndv
oic
ean
d
d
atas
olu
ti
ons
.

L
ONGDI
STANC
EINF
RAS
TRUC
TURE
Ou
r25
,00
0kma
dva
nce
dfi
bre
-op
ti
cca
blel
ongd
ist
anc
ene
two
rkc
ove
rsI
ndi
a'
sto
p20
0ci
ti
es.
Andi
t
p
owe
rst
hes
erv
ice
sofI
ndi
a'
sle
adi
ngp
riv
atet
el
eco
mse
rvi
cep
rov
ide
rs-
ce
ll
ul
ar,
fix
edl
i
nea
ndi
nt
ern
et
t
hro
ughOu
rLo
ngDi
st
anc
eSe
rvi
ces
.

1
7
AI
RTELBROADBAND
Bh
art
iTe
lev
ent
ure
sist
hef
ixe
dli
neo
per
ato
rbu
sin
esso
fAi
rt
el
.I
nth
ere
cen
tbr
and
inge
xer
cis
e,a
ll
t
hes
erv
ice
sha
veb
eeno
ff
ere
dun
dert
heAi
rt
elb
ran
d.Da
tai
sth
ene
xtd
riv
erf
org
rowt
h.Th
isi
scl
eart
oth
e
o
per
ato
rswh
oha
veb
ela
ted
lyr
eal
i
zedt
hei
mpl
i
cat
io
nsf
orh
avi
ngap
iei
nal
lth
ese
gme
ntso
f
t
el
eco
mmu
nic
ati
ons
.He
nceBh
art
ive
ntu
redi
nth
ebr
oad
ban
dma
rke
t.

WI
REL
ESSI
NTERNET
I
tI
ncl
ude
s:
1
.Da
taC
ard
2
.US
BMo
dem
Da
taC
ard
Ai
rt
elDa
taC
ardi
sth
esu
per
iorPCDa
taC
ards
olu
ti
onwh
ichd
eli
ver
swi
rel
essi
nt
ern
etc
apa
bil
i
ti
es
t
ola
pto
psa
ndn
ote
boo
ks,
byp
rov
idi
ngEDGEa
ndGPRSt
ech
nol
ogi
esi
nas
ing
lePCC
ardp
ack
age
.Ona
n
EDGEn
etwo
rk,Ai
rt
elDa
taC
arde
nab
lesc
onn
ect
io
ntot
heI
nte
rne
tus
ingEGPRS
.Ina
rea
swh
ereEDGE
s
erv
ice
sar
eno
tav
ail
abl
e,t
heAi
rt
elDa
taC
ards
ti
ll
ena
ble
sre
li
abl
ean
dse
cur
eda
tac
onn
ect
io
nso
verGPRS
.
Ai
rt
elDa
taC
ardo
pen
supt
het
ruewo
rldo
fwi
rel
essi
nt
ern
eta
ndi
sani
dea
lco
mpa
nio
nfo
ramo
bil
e
p
rof
ess
ion
al,
ena
bli
ngI
nte
rne
t,Ema
ila
ndOf
fi
cea
ppl
i
cat
io
nswi
thr
eal
-
ti
mes
ecu
reVPNa
cce
sst
oco
rpo
rat
e
a
ppl
i
cat
io
nswh
il
sto
nth
emo
ve.
Any
ti
me,
Any
whe
reC
onn
ect
iv
it
y.

US
BMo
dem
Ai
rt
elUS
BMo
demi
sth
esu
per
iorPCs
olu
ti
ond
eli
ver
ingwi
rel
essi
nt
ern
etc
apa
bil
i
tyt
ola
pto
psa
nd
n
ote
boo
ksb
ypr
ovi
di
ngEDGEa
ndGPRSt
ech
nol
ogi
esi
nas
ing
lePCC
ardPa
cka
ge.
Ona
nEDGEn
etwo
rk
Ai
rt
elUS
BMo
deme
nab
lesc
onn
ect
io
ntot
heI
nte
rne
tus
ingEGPRS
.Ina
rea
swh
ereEDGEs
erv
ice
sar
eno
t
a
vai
l
abl
e,t
heAi
rt
elUS
BMo
deme
nab
lesr
eli
abl
ese
cur
eda
tac
onn
ect
io
nso
verGPRS
.Ai
rt
elUS
BMo
dem
o
pen
supt
het
ruewo
rldo
fmo
bil
ewi
rel
essi
nt
ern
eta
ndi
sth
eid
eal
comp
ani
onf
ort
hemo
bil
epr
ofe
ssi
ona
l,
e
nab
li
ngI
nte
rne
tan
dEma
ilwh
il
sto
nth
emo
ve.
Any
ti
me-
Any
whe
reC
onn
ect
iv
it
y.

1
8
C
HAPTER-
II
I

1
9
 THEORETI
CALF
RAMEWORK

Ma
rke
ti
ng:
Ma
rke
ti
ngi
sin
dee
dana
nci
enta
rti
tha
sbe
enp
rac
ti
cedi
non
ewa
yort
heo
the
rsi
ncet
hed
ayso
f
a
dama
nde
ve.
It
seme
rge
ncya
sama
nag
eme
ntd
isc
ipl
i
ne,
howe
ver
,iso
fre
lat
iv
elyr
ece
nto
rig
in.
Andwi
th
i
nth
isr
ela
ti
vel
ysh
ortp
eri
od,i
tha
sga
ine
dag
rea
tde
alo
fimp
ort
anc
ean
dst
at
ure
,inf
actt
oda
ymo
st
ma
nag
eme
ntt
hi
nke
rsa
ndp
rac
ti
ti
one
rst
hewo
rldo
ver
,re
gar
din
gma
rke
ti
nga
sth
emo
sti
mpo
rta
nto
fal
l
ma
nag
eme
ntf
unc
ti
oni
nan
ybu
sin
ess
.

De
fi
ni
ti
ono
fMa
rke
ti
ng:
"
Mar
ket
in
gisas
oci
ala
ndma
nag
eri
alp
roc
essb
ywh
ichi
ndi
vi
dua
lsa
ndg
rou
pob
tai
nwh
att
heyn
eed
a
ndwa
ntt
hro
ughc
rea
ti
ng,
off
eri
nga
nde
xch
ang
ingp
rod
uct
sof
val
uewi
tho
the
rs"
.
-
Phi
l
ipKo
tl
er

"
Mar
ket
in
gco
nsi
sto
fal
lac
ti
vi
ti
eswh
ichac
omp
anya
dop
tsi
ts
elft
oit
'
sen
vir
onme
nt-c
rea
ti
vi
tya
nd
p
rof
it
abi
l
it
y".
-
RoyC
ore
y
Th
eMa
rke
ti
ngC
onc
ept
s:
Th
ema
rke
ti
ngc
onc
eptwa
sbo
rno
uto
fth
eawa
ren
esst
hatma
rke
ti
ngs
tar
tswi
tht
he
d
ete
rmi
nat
io
nofc
ust
ome
rwa
ntsa
nde
ndswi
tht
hes
ati
sf
act
io
noft
hos
ewa
ntst
hec
onc
eptp
utst
he
c
ons
ume
rbo
tha
tth
een
doft
heb
usi
nes
scy
cle
.Its
ti
pul
at
est
hata
nyb
usi
nes
ssh
oul
dbeo
rga
niz
eda
rou
nd
t
hema
rke
ti
ngf
unc
ti
on,
ant
ic
ipa
ti
ng,
sti
mul
at
in
gan
dme
eti
ngc
ust
ome
r'
sre
qui
reme
nts
.Th
ecu
sto
mer
,no
t
b
eco
rpo
rat
io
nha
stob
eth
ece
nte
roft
heb
usi
nes
sun
ive
rse
.Ab
usi
nes
sca
nno
tsu
cce
edb
ysa
mpl
i
ng
p
rod
uct
san
dse
rvi
cest
hat
aren
otp
rop
erl
yde
sig
nedt
ose
rvet
hen
eed
soft
hec
ust
ome
rs.
Itp
roc
lai
ms,
"t
he
e
nti
reb
usi
nes
sha
stob
ese
enf
romt
hep
oin
tof
vie
wof
thec
ust
ome
r".

Ma
rke
ti
ngRe
sea
rch
:
Ma
rke
ti
ngr
ese
arc
hisad
yna
mics
ubj
ec
tit
hasawi
dec
ove
rag
ein
clu
din
gma
rke
ti
ngs
tud
iesr
ela
ti
ng
t
oma
rke
tpr
odu
ctp
oli
ci
esme
ana
ndme
tho
dse
tc.
Mar
ket
in
gre
sea
rchb
egi
nse
venwh
enp
rod
uct
io
nisi
n
t
hep
lan
nin
gst
age
.Iti
sal
soc
ont
in
uou
sth
rou
gho
utt
hel
i
fet
imeo
fane
nte
rpr
ise
.Iti
sth
usac
ont
in
uou
s

2
0
o
per
ati
nga
lt
hou
ghh
erema
ybes
omea
dho
cpr
oje
ctst
ake
nupf
ors
olv
ings
pec
if
icp
rob
lemso
fen
ter
pri
se.

Ma
rke
ti
ngr
ese
arc
hist
hec
oll
ect
i
ona
ndi
nt
erp
ret
at
io
nfa
ctst
hatma
rke
ti
ngt
oge
tpr
odu
cti
onMi
x
e
ff
ic
ien
tl
yint
oth
eha
ndso
fcu
sto
mer
s.Ma
rke
ti
ngr
ese
arc
hen
comp
ass
esa
lli
nfo
rma
ti
onp
ert
in
entt
oth
is
t
ask
.It
ist
hes
yst
ema
ti
cob
jec
ti
vea
nde
xha
ust
iv
ese
arc
hfr
oma
nds
tud
yoff
act
sre
lev
ant
toa
nyp
rob
lemi
n
t
hef
ie
ldo
fma
rke
ti
ng.

De
fi
ni
ti
ono
fMa
rke
ti
ngRe
sea
rch
:

Ma
rke
ti
ngr
ese
arc
hist
hes
yst
ema
ti
cpr
obl
ema
nal
ysia
nal
ysi
s,mo
delb
uil
di
nga
ndf
actf
ort
he
p
urp
oseo
fimp
rov
ed,
mod
elb
uil
di
nga
ndf
act
fort
hep
urp
oseo
fimp
rov
edd
eci
si
onma
kin
gan
dco
ntr
oli
n
t
hema
rke
ti
ngo
fgo
odsa
nds
erv
ice
s".
Ph
il
ip
sko
tl
er

"
Mar
ket
in
gre
sea
rchs
erv
est
woma
jorf
unc
ti
ons
,itp
rov
ide
sin
for
mat
io
nfo
rde
cis
ionma
kin
gan
dit
d
eve
lop
sne
wkn
owl
edg
e".
-
Rob
ert
Fer
der
Na
tur
ean
dSc
opeo
fMa
rke
ti
ngRe
sea
rch
:
Ma
rke
ti
ngr
ese
arc
hiso
fac
omp
ara
ti
vel
yre
cen
tor
igi
nev
ent
hro
ughi
tma
deas
lowb
egi
nni
ngi
ts
g
rowt
hinas
hor
tsp
anh
asb
eent
reme
ndo
us.
Ith
as,
int
hec
our
seo
fde
vel
opme
nts
oph
ist
ic
ate
dme
tho
dsa
nd
me
tho
dol
ogi
esi
nth
eap
pli
cat
io
nofs
tat
is
ti
cala
ndb
eha
vio
rals
ci
enc
eco
nce
pts
.Th
eus
eofma
rke
ti
ng
r
ese
arc
hinc
ons
ume
rma
rke
tisn
owr
eas
ona
blywi
des
pre
ad.
Ita
sce
rta
inst
hep
osi
ti
ono
fth
eco
mpa
nyi
na
s
pec
if
ici
ndu
str
y.I
tin
dic
ate
sth
epr
ese
nta
ndf
utu
ret
ren
dso
fth
ein
dus
trya
ndt
husp
oin
tso
uto
rth
e
c
omp
anya
ff
ai
rsa
ret
obema
nag
ed.
Ith
elp
sint
hed
eve
lop
men
tan
din
tro
duc
ti
ono
fne
wpr
odu
cts
.It
off
ers
g
uid
anc
efo
rimp
rov
ingt
hec
urr
ent
pro
duc
tso
fth
eco
mpa
ny.
Ith
elp
sth
eef
fe
cti
veo
fsa
lesma
nag
eme
nt.
It
c
anr
edu
cet
her
iski
nvo
lve
dinma
rke
ti
ngd
eci
si
on.

El
eme
ntso
fMa
rke
ti
ngRe
sea
rch
:

Ma
rke
ti
ngS
egme
nta
ti
on:
2
1
 I
tco
ver
sth
eas
pec
tsr
ega
rdi
ngs
iz
ean
dna
tur
eoft
hema
rke
ti
ngi
ncl
udi
nge
xpo
rtma
rke
ti
ng,
d
ivi
di
ngt
hec
ons
ume
rsi
nfo
rmso
fth
eira
ge,
sexa
ndi
nco
me.
Itc
ove
rst
hee
con
omi
cas
pec
tso
fma
rke
ti
ng.

S
ale
sSe
arc
h:
I
tre
lat
est
oth
epr
obl
emo
fre
gio
nva
ria
ti
onsi
nsa
les
,fi
xi
ngs
ale
s,p
rio
rit
ie
s,Me
asu
reme
nto
fth
e
e
ff
ect
iv
eof
sal
esme
n,e
val
uat
i
ono
fsa
lesme
tho
dsa
ndi
nce
nti
ves
.

Pr
odu
ctRe
sea
rch
:
I
tre
lat
est
oth
ean
aly
siso
fth
est
ren
gtha
ndwe
akn
esso
fex
ist
in
gpr
odu
ct,p
rod
uctt
est
in
gan
d
p
rob
lemsr
ela
ti
ngt
odi
ver
sif
ic
ati
on,
si
mpl
i
fic
ati
on,
tra
din
gupa
ndt
rad
ingd
own
.

Pa
cka
gin
gRe
sea
rch
:
I
nes
sen
cei
tisp
arto
fpr
odu
ctr
ese
arc
h.Bu
tre
cen
tde
vel
opme
nti
npa
cka
gin
gan
dit
s
c
omb
ina
ti
ont
oad
ver
ti
si
ngh
asl
edt
oit
,t
ooc
cup
yini
nde
pen
den
tpo
sit
io
nof
pac
kag
ing
.Tok
nowt
hei
mpa
ct
a
ndi
tsr
esp
ons
eint
hema
rke
tha
sbe
comea
nin
dep
end
ent
res
ear
chf
ie
ld.

Ad
ver
ti
si
ngRe
sea
rch
:
I
tun
der
tak
esas
tud
yre
lea
sin
gtot
hep
rep
ara
ti
ono
fth
ead
ver
ti
seme
ntc
opy
,th
eme
diat
obeu
seda
nd
t
heme
asu
reme
nto
fad
ver
ti
si
nge
ff
ect
iv
ene
ss.

Ex
por
ti
ngPr
oje
cti
ons
:
Th
isr
ese
arc
hisi
nt
end
edt
ost
udyt
hee
xpo
rtp
ote
nti
al
sof
thep
rod
uct
.

De
man
dPr
oje
cti
ons
:
De
man
dma
ybee
sti
mat
edi
nun
it
sorv
alu
ete
rmsa
nda
lso
,th
eov
era
llg
rowt
hra
tesi
nke
y
ma
rke
tag
ree
men
tar
eof
te
nes
ti
mat
edf
orb
ett
ers
ale
sma
nag
eme
nt.

S
upp
ly:
Ma
rke
ti
ngr
ese
arc
hst
udi
esa
lsos
imi
l
arl
yca
rri
eso
uto
ran
aly
siso
fth
esu
ppl
ysi
deo
fth
ema
rke
t.I
t
i
ncl
ude
spr
ese
nts
upp
lys
tru
ctu
re.
Sup
plys
tru
ctu
rer
efe
rst
oth
est
udyo
fho
wco
mpa
nie
sop
era
tei
nth
e
ma
rke
tan
dho
war
esa
lesd
ist
ri
but
eda
mon
gth
em?S
eco
ndl
yst
udyh
owd
if
fe
ren
ti
at
eda
ret
hep
rod
uct
s

2
2
o
ff
ere
dma
rke
tsh
area
nal
ysi
sfo
rbr
andp
osi
ti
oni
ngo
fea
chb
ran
d,d
ist
ri
but
io
nch
ann
elsa
dop
teda
nd
me
tho
dof
sel
l
ing
,pr
icec
har
geda
ndh
owt
heya
dop
teda
ndc
orp
ora
tei
mag
ean
dca
pab
il
it
ie
s,i
not
herwo
rds
i
tt
ri
est
oas
cer
tai
nho
wth
eco
mpe
ti
to
rsa
red
efi
ni
ngt
hei
rbu
sin
essi
nte
rmso
fco
nsu
merg
rou
pss
egme
nts
b
ein
gpu
rsu
eda
sre
fl
ect
io
nbyt
hei
rma
rke
ti
ngmi
xpo
rtf
ol
io
s.

Bu
sin
essEc
ono
micRe
sea
rch
:
Pr
obl
emsr
ela
ti
ngt
oin
puta
ndo
utp
uta
nal
ysi
s,f
ore
cas
ti
ng,p
ric
ean
dpr
ofi
tan
aly
sis
,
p
rep
ara
ti
ono
fbr
eake
venc
har
tsa
ret
hema
inf
ie
ldo
fth
isr
ese
arc
h.

C
ons
ume
rsc
ane
val
uat
eap
rod
uct
alo
ngs
eve
ral
lev
els
.It
sba
sicc
har
act
eri
st
ic
sar
ein
her
ent
tot
he
g
ene
ricv
ers
iono
fth
epr
odu
cta
nda
red
efi
neda
sth
efu
nda
men
tala
dva
nta
gesi
tca
nof
fe
rtoac
ust
ome
r.
Ge
ner
icp
rod
uct
sca
nbema
ded
ist
in
ctb
yad
din
gva
luet
hro
ughe
xtr
afe
atu
res
,su
cha
squ
ali
tyo
r
p
erf
orma
ncee
nha
nce
men
ts.
Th
efi
nall
eve
lofc
ons
ume
rpe
rce
pti
oni
nvo
lve
sau
gme
nte
dpr
ope
rti
es,
whi
cho
ff
erl
esst
ang
ibl
e
b
ene
fi
ts
,su
cha
scu
sto
mera
ssi
st
anc
e,ma
int
ena
nces
erv
ice
s,t
rai
ni
ng,o
rap
pea
li
ngp
ayme
nto
pti
ons
.In
t
ermso
fco
mpe
ti
ti
onwi
tho
the
rpr
odu
ctsa
ndc
omp
ani
es,c
ons
ume
rsg
rea
tl
yva
luet
hes
ead
dedb
ene
fi
ts
wh
enma
kin
gap
urc
has
ingd
eci
si
on,
mak
ingi
ti
mpo
rta
ntf
orma
nuf
act
ure
rst
oun
der
sta
ndt
hen
oti
ono
fa
"
to
tal
pac
kag
e"wh
enma
rke
ti
ngt
oth
eirc
ust
ome
rs.
S
ens
ati
onsc
anb
ede
fi
neda
sth
epa
ssi
vep
roc
esso
fbr
ing
ingi
nfo
rma
ti
onf
romt
heo
uts
idewo
rld
i
nt
oth
ebo
dya
ndt
oth
ebr
ain
.Th
epr
oce
ssi
spa
ssi
vei
nth
ese
nset
hatwed
ono
tha
vet
obec
ons
ci
ous
ly
e
nga
gin
gina"
sen
sin
g"p
roc
ess
.Pe
rce
pti
onc
anb
ede
fi
neda
sth
eac
ti
vep
roc
esso
fse
lec
ti
ng,
org
ani
zi
ng,
and
i
nt
erp
ret
in
gth
ein
for
mat
io
nbr
oug
htt
oth
ebr
ainb
yth
ese
nse
s.

 METHODSOFDATAC
OLL
ECTI
ON:

Th
eDa
tah
asc
oll
ect
edi
ntwowa
ys:

Pr
ima
ryDa
ta:
Pr
ima
ryd
ataa
ret
hos
e,wh
icha
rec
oll
ect
edf
ort
hef
ir
stt
ime
,an
dth
eya
reo
rig
ina
lin

2
3
c
har
act
er.
Asu
it
abl
eco
mbi
nat
io
nofQu
est
io
nna
iret
ech
niq
ues
,&d
isc
uss
ionwi
tht
her
esp
ond
ent
swa
s
u
sedt
oco
ll
ect
ther
equ
ire
dPr
ima
ryd
ata
.Pr
ima
ryd
atag
ive
shi
ghe
rac
cur
acya
ndf
act
s,wh
ichi
sve
ry
h
elp
ful
fora
nyr
ese
arc
han
dit
sfi
ndi
ngs
.

S
eco
nda
ryd
ata
:-
S
eco
nda
ryd
ataa
ret
hos
e,wh
icha
rea
lre
adyc
oll
ect
edb
yso
meo
nef
ors
omep
urp
osea
nda
re
a
vai
l
abl
efo
rth
epr
ese
nts
tud
y.S
eco
nda
ryd
atawa
sco
ll
ect
edf
romt
hema
gaz
ine
s,we
bsi
te
san
dot
her
s
uchs
our
ces
.

S
amp
leS
ize
:80

2
4
C
HAPTERI
V

2
5
 ANAL
YSI
S&I
NTERPRETATI
ON

An
aly
sis&I
nte
rpr
eta
ti
on:

Th
ere
spo
nse
soft
hec
ust
ome
rsa
rev
alu
edi
nth
isa
nal
ysi
stof
indt
hes
ati
sf
act
io
noft
hep
rod
uct
.
Th
epe
rce
nta
gea
nal
ysi
sgi
vest
hep
erc
ent
ageo
fth
ere
spo
nde
nt'
ssa
ti
sf
act
io
nwi
thr
ega
rdst
oth
eva
rio
us
c
omp
one
ntswh
ichd
riv
est
hemt
obu
yth
epr
odu
ct.

1
.Ta
bles
howi
ngt
heo
pin
iono
nsi
gna
li
nga
tth
eira
rea
F
req
uen
cy Pe
rce
nta
ge(
%)
Go
odS
ign
al 6
5 8
1
Ba
dsi
gna
l 1
5 1
9
To
tal 8
0 1
00

Ta
ble4
.1
Ap
art
sho
win
gth
eop
ini
ono
nsi
gna
lat
the
ira
rea
:
I
nte
rpr
eta
ti
on:

Theab
ovet
abl
esho
wstha
t81
%co
nsumer'
sfe
elt
hat
sig
nal
ofAI
RTELa
tth
eira
reai
sgo
od,
r
ema
ini
ng1
9%oft
hemfe
elt
hat
sig
nal
isno
tgoo
d.

2
6
2
.Ta
bles
howi
ngt
heo
pin
iono
ncu
sto
merc
ares
erv
ice
s

F
req
uen
cy Perc
ent
age(
%)
Sa
ti
sfi
ed 4
5 56
Not
Sat
isf
ie
d 2
5 31
Ne
verUsed 1
0 16
Tot
al 8
0 10
0

Ta
ble4
.2

C
har
tSh
owi
ngt
heOp
ini
ono
nCu
sto
merC
areS
erv
ice
s

C
har
t4.
2

I
nte
rpr
eta
ti
on:

Theab
ovet
abl
esho
wsth
at56
%ofthec
ust
omer
sares
ati
sf
ie
dwitht
hec
usto
merc
ares
erv
ice
s,
wh
erea
s31
%areno
tsa
ti
sf
ie
dth
eremain
ing16
%doe
sn'
tus
ecus
tomerc
ares
erv
ice
s.

2
7
3
.Ta
bles
howi
ngo
ccu
pat
io
nof
dif
fe
ren
tus
ers

Oc
cupat
io
n Us
ers Pe
rce
ntag
e
St
udent 33 4
1
Exec
uti
ve 22 2
8
Hous
ehol
d 1
5 1
9
OTHER 1
0 1
3
to
tal 8
0 100

I
nte
rpr
eta
ti
on:

Ab
oveg
rap
hsh
owst
hat
41%
oft
hes
tud
ent
sus
eth
eAi
rt
ela
ndl
eas
twe
reu
sedb
yot
her
swi
th1
3%.

2
8
4
.Ta
bles
howi
ngwh
eth
erc
ust
ome
rsu
seI
NTERNETs
erv
ice
s

F
req
uenc
y Pe
rce
nta
ge
Us
ing 65 8
1
No
tUsi
ng 15 1
8
To
tal 80 9
9

C
har
t4.
4

I
nte
rpr
eta
ti
on:

Th
eab
ovet
abl
esh
owst
hat
65%o
fth
ecu
sto
mer
sus
ein
ter
net
rema
ini
ng1
8%No
tus
ingi
nt
ern
ets
erv
ice
s.

2
9
5
.Ta
bleS
howi
ngwh
ichf
eat
ureo
fAI
RTELc
onv
inc
edy
out
ous
eAi
rt
el

Convi
nci
ng Us
ers p
erc
ent
age
Adve
rti
sement 26 32
Sche
me 1
7 21
C
onnect
ivi
ty 1
8 23
Go
odwi
l
l 1
9 24
t
ot
al 8
0 1
00

I
nte
rpr
eta
ti
on:

Thea
boveta
bles
howst
hatt
hec
onnec
ti
vi
tyo
ftheAi
rt
eli
sit
sba
ckb
onea
nditi
sth
emainr
easo
nthat
the
co
nsumersar
eusi
ngit
andt
henet
worki
sst
il
li
sinusa
geandg
ood
wil
lof
thec
ompan
yisatr
iska
ndfal
l
ing
at
ahugerat
e.

3
0
6
.Ta
bles
howi
ngwh
ichs
erv
iced
oyo
uus
eof
Air
tel

 Mo
bil
ese
rvi
ce

 I
nte
rne
t

 DTH

 Ot
her

Usage Us
ers p
erc
ent
age
DTH 33 41
Inte
rnet 22 28
Mo
bil
eServi
ce 1
5 19
Othe
rs 1
0 13
to
tal 8
0 1
00

I
nte
rpr
eta
ti
on:

Fr
oma
bov
egr
aphwec
onc
lud
eth
at4
1%u
ser
sDTHi
nai
rt
elmo
bil
ewh
erea
sle
ast
use
dbyo
the
rs
b
y13
%.

3
1
8
.Ta
bles
howi
ngwh
att
ypeo
fAi
rt
els
erv
icey
ouu
se?

 Po
stp
aid
 Pr
epa
id
C
ard Us
ers
P
rep
aid 4
5 5
6
P
ost
pai
d 3
5 4
4
t
ot
al 8
0 1
00

I
nte
rpr
eta
ti
on:

Thea
bovet
abl
eshowsth
ate
arl
i
erprepa
idwast
hefa
vori
teof
cons
umerswi
th55%b
utwi
ththefl
ow
o
fti
met h
eti
met h
ispre
fere
nceha
sshif
te
dtowardst
hepost
paids
idehavi
ng44
% a
ndnowtheya r
ein
d
emandasear
li
eronl
yn et
workwasuse
df o
rc a
ll
'so
nlyandnowitpro
vid
esnumberoff
aci
li
ti
esli
ke
i
nt
ern
etet
c.

3
2
 9
.Ta
bles
howi
ngn
umb
ero
fti
mesc
ust
ome
rst
ogi
nt
oin
ter
net
Perd
ay

F
req
uenc
y Pe
rce
ntag
e(%
)
Once 33 4
1
Twice 22 28
More 15 1
9
No
tEvenOnc
e 10 1
3
To
tal 80 10
0

I
nte
rpr
eta
ti
on:

Theab
ovet
abl
esho
wsthat
32%o
fth
ecus
tomer
sarel
ogin
toint
ern
etmoret
hano
ncep
erd
ay,
22%
t
wic
epe
rday
,15
%onc
eperdaya
ndther
emai
ni
ng10%don
otusei
nte
rnets
erv
ice
s.

3
3
C
HAPTER-
V

3
4
 F
INDI
NGS

Th
isC
hap
terd
eal
swi
tht
hema
jorf
ind
ing
sof
thes
tud
ywh
icha
rea
sfo
ll
ow

 Ai
rt
eli
sav
erys
ucc
ess
ful
bra
ndi
nIn
diaa
sit
cov
ersawi
den
etwo
rka
ndi
sst
il
lon
eof
theb
est
sti
l
l
i
nne
two
rkc
ove
rag
ean
dst
and
son
eoft
heb
estn
etwo
rki
nth
ewo
rlda
ndh
asc
ove
rsma
joro
fth
e
p
opu
lat
io
nco
ver
age
.
 Bu
sin
essh
ous
esa
ret
hema
joru
ser
sofAi
rt
ela
siti
sbe
tt
ert
hana
llo
the
rne
two
rk'
sinb
roa
dba
nd
c
ove
rag
ean
dpl
ansa
reb
ett
ert
hana
ny.
 Ai
rt
elf
ocu
seso
nit
scu
sto
mer
'ss
ati
sf
act
io
nbu
titc
anp
rov
ides
omemo
rer
ela
xat
io
ntoi
tsu
ser
s
a
ndp
rov
ides
omemo
rei
nce
nti
vesf
ori
tsd
eal
erss
oth
att
heyc
anb
emo
rel
oya
lto
war
dst
he
c
omp
anya
ndma
rke
tit
bet
te
r.
 Ai
rt
elp
rov
ide
sva
luea
dde
dpa
cksf
ori
tsh
eav
yus
ersa
stor
eta
int
hema
spo
stp
aidc
onn
ect
io
nsa
re
o
nth
eri
sea
sco
mpa
redt
opr
epa
id.

3
5
 S
UGGES
TION

 F
oll
owi
nga
ret
hef
ews
ugg
est
io
nst
oAI
RTELf
ori
mpr
ovi
ngt
hema
rke
tsh
area
ndi
mag
eoft
he
p
rod
uct
sco
nce
rne
d.
 Mo
dif
ic
ati
onmu
stb
ebr
oug
hta
bou
tinAI
RTEL
,int
ermso
fqu
ali
ty
.It
sde
man
dsh
oul
dbei
ncr
eas
ed
a
ndp
rov
ide
sit
sco
nsu
merwi
thv
alu
ead
deds
erv
ice
sast
ore
tai
nth
em.
 I
nto
day
'sa
get
heb
ran
dmu
stf
ocu
sono
the
rar
east
oma
rke
tit
li
keMa
ll
s,t
hea
trea
ndc
rowe
dar
ea
t
oge
tat
te
nti
ona
ndma
rke
tit
andg
ath
era
udi
enc
ein
ter
est
.
 Mo
sto
fth
ere
spo
nde
ntsa
res
ati
sf
ie
swi
tht
hes
erv
ice
spr
ovi
dedb
yAi
rt
elt
omo
bil
eus
ers
tep
stob
e
t
ake
ntoma
kec
ust
ome
rsmo
res
ati
sf
ie
dbu
tma
nya
res
ti
lln
ota
war
eofp
hon
epl
usf
aci
l
it
yan
d
s
tep
sar
etob
eta
kent
opo
pul
ari
zei
t.
 Ma
nyo
fth
ere
spo
nde
ntsa
ren
ots
ati
sf
ie
dwi
tht
hef
eat
ure
spr
ovi
dedt
opr
epa
idu
ser
sasc
omp
are
d
t
oLa
ndl
i
neu
ser
s.

3
6
 C
ONC
LUS
ION

Ai
rt
eli
sav
erys
ucc
ess
fulb
ran
dinI
ndi
a&p
rov
idi
ngc
ust
ome
rsa
ti
sf
act
io
nist
obet
her
ema
in
mo
ti
ve,
Pro
vid
esI
nte
rne
tac
ces
sont
hemo
vea
spe
opl
ear
emo
red
epe
nde
nto
niti
nth
eird
ail
yli
vesl
i
ke
wi
den
etwo
rka
ndg
ood3
Gse
rvi
ces
.
Pr
ovi
di
ngc
ust
ome
rsa
ti
sf
act
i
oni
sth
emo
stc
ruc
ials
tepo
fth
eco
mpa
nya
sth
eya
ret
obes
ati
sf
ie
dan
d
p
rov
ide
sIn
ter
net
acc
esso
nth
emo
ves
ucha
sWi
den
etwo
rka
ndg
ood3
Gse
rvi
cesa
sth
eya
rei
mpo
rta
nta
nd
t
ech
nol
ogya
dva
nce
dst
uff
req
uir
edb
yal
mos
tev
ery
bod
yint
oda
y'se
nvi
ron
men
t,
Ai
rt
eli
sah
omeb
ran
dan
dav
erys
ucc
ess
fulb
ran
dinI
ndi
aan
dov
ers
easa
ndo
neo
fth
emo
sts
ucc
ess
ful
b
ran
dss
ti
ll
tod
ate
.It
pos
ses
sesc
ong
est
io
nfr
ee&wi
den
etwo
rk,
uni
quev
alu
ead
ded&c
ust
ome
rse
rvi
cest
o
c
ove
ron
eof
thewi
des
tar
eas
.
F
romt
hed
eta
il
sitc
anb
eco
ncl
ude
dth
at7
0%o
fAi
rt
elu
ser
spr
efe
rre
dtor
ema
inwi
thAi
rt
el
.Al
sog
ood
n
umb
ero
fus
erswh
owe
rewi
l
li
ngt
oswi
tc
hfr
omt
hei
rre
spe
cti
ves
ubs
cri
ber
ssh
owe
din
ter
esti
nAi
rt
el
.
He
nce
,th
eses
tat
is
ti
csi
mpl
yab
rig
htf
utu
ref
ort
hec
omp
any
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sot
hec
omp
anyi
sus
edma
inl
yby
e
xec
uti
veswh
owa
ntwi
dec
ove
rag
efo
rth
eiro
per
ati
onsb
utt
hep
rob
lemo
fcu
sto
mers
ati
sf
act
io
nst
il
l
p
ers
is
tswi
tht
hec
omp
anya
ndc
aus
eof
it
sla
cki
ngn
ewc
ust
ome
rs.
C
onn
ect
iv
it
yist
heb
ack
bon
eoft
hec
omp
anya
ndi
tiss
ti
llt
her
eas
onwh
yco
nsu
mer
sus
eita
ndt
hemo
st
u
ser
soft
hec
omp
anyf
al
li
nth
eyo
uthc
ate
gor
yan
dar
eno
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ost
pai
dse
rvi
cesa
sth
eya
rea
war
eof
t
hes
erv
ice
spr
ovi
deda
sth
eyo
uthi
sth
ema
int
arg
eto
fma
joro
fco
mpa
nie
sast
hec
oun
tryma
inl
y
c
omp
ris
eso
fth
em.

3
7
 ANNEXURE
QUES
TIONNAI
RE

Na
me:

1
.IsAI
RTEL
'ss
ign
ala
tyo
ura
reai
sgo
od?
A)
Yes B)
No
2
. Ar
eyo
usa
ti
sf
ie
dwi
tho
urc
ust
ome
rca
res
erv
ice
s?
A)S
ati
sf
ie
d B)
Not
sat
is
fi
edC
)Ne
veru
sed
3
. Doy
ouu
seI
nte
rne
tSe
rvi
ces
?
A)
Yes B)
No C
)do
n't
kno
wth
ati
nt
ern
etc
onn
ect
io
nwa
sth
ere
4
. Ho
wma
nyt
ime
sdoy
oul
ogi
ntoi
nt
ern
etp
erd
ay?
A)
Onc
e B)
t
wic
e C
)Mo
re D)
Not
eve
non
ce
5
. Ma
ximu
mre
cha
rgep
ermo
nth
A)
1
0-1
00 B)
1
00-
200 C
)20
0-3
00 D)
300
-40
0 E)
400
-50
0
F
)Ab
ove5
00
6
. Ar
eyo
uus
inga
nyOf
fe
rs?
A)
Yes B)
No
7
.Ar
eyo
usa
ti
sf
ie
dwi
tht
heo
ff
ers
A)
Sat
is
fi
ed B)
Not
sat
is
fi
edC
)Ne
veru
sed
8
.Wh
ati
syo
ura
ge?
A)
15-
21y
ear
s B)
21-
28y
ear
s C
)28
-35y
ear
s
9
.Wh
ati
syo
uro
ccu
pat
io
n?
A)
Stu
den
t B)
Hou
seh
old C
)Pr
ofe
ssi
ona
l

1
0.Wh
att
ypeo
fAi
rt
els
erv
icey
ouu
se?
A)
Pos
tpa
id B)
Pre
pai
d
1
1.
Didy
ouu
sea
nyo
the
rne
two
rkc
onn
ect
io
not
hert
hanAI
RTEL
A)
Yes B)
No
1
2.Doy
ouf
eel
AIRTELi
sbe
tt
ert
hana
nyo
the
rCo
nne
cti
ons
A)
Bet
te
r B)
Not
bet
te
r

3
8
1
3.S
ugg
est
fea
tur
esy
out
hi
nkn
eed
simp
rov
eme
nt
A)
Ser
vic
e B)
Tra
nsp
are
ncyi
nBi
l
li
ng C
)Ca
llC
lar
it
y
D)
Anyo
the
r(s
pec
if
y)

3
9
 BI
BLI
OGRAPHY

I
nth
isp
roj
ec
tre
por
t,wh
il
efi
nal
i
zin
gan
dfo
ran
aly
zin
gqu
ali
typ
rob
lemi
nde
tai
l
sth
efo
ll
owi
ng
Bo
oks
,Ma
gaz
ine
s/J
our
nal
san
dWe
bSi
te
sha
veb
eenr
efe
rre
d.Al
lth
ema
ter
iald
eta
il
edb
elo
wpr
ovi
des
e
ff
ect
iv
ehe
lpa
ndag
uid
ingl
ayo
utwh
il
ede
sig
nin
gth
ist
ext
rep
ort
.

Bo
oks
:

 Ri
cha
rdI
.Le
vin
,Da
vidS
.Ru
bin(
200
4):S
tat
is
ti
csf
orMa
nag
eme
nt"
,Pr
ent
ic
e.Ha
llo
fIn
diaPr
iva
te
L
imi
te
d,Ne
wDe
lhi
,7
thEd
it
io
n.
 Pr
inc
ipl
eso
fMa
rke
ti
ng—Ph
il
ipKo
tl
er&Ke
vink
ell
ere
dit
io
n12

We
bsi
te
s:
 www.
Ai
rt
el
wor
ld.
co
m
 h
tt
p:
//
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rt
el
.i
n/

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0