MAJOR RESEARCH PROJECT

Marketing strategy of Airtel

Submitted to
Devi Ahilya University, Indore
For partial fulfillment of the requirement for the Degree of
Master of Business Administration (Full-Time)
Batch 2021-23

Guided by: Submitted by:

Dr. Ruchi Mantri Pratiksha Dhurve

IPS ACADEMY, IBMR

Rajendra Nagar, A.B. Road, Indore – 452012 (MP)

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 PREFACE

The bookish knowledge of any program, which we get from educational institutions, is not enough to
be used in our day-to-day life. The more practical knowledge we have, the more beneficial it is for
our learning.

To make the students aware of the working of the business world every student of MASTER OF
BUSINESS ADMINISTRATION (3rd Sem) has to undergo a major research project where he/she
experiences many aspects of business under the supervision of Professional Managers.

I strongly believe that the knowledge gained from this experience is more than the knowledge
gained from the theories in the book.

PLACE: INDORE

Student Name

DATE: Yash Bhatt

25/NOV/2022

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 CERTIFICATE

This is to certify that Mr Yash Bhatt Student of Institute of Business Management and Research, IPS
Academy, Indore of MBA (Full time) program has prepared Major research Project report on topic “A
STUDY REPORT ON CUSTOMER AWARENESS TOWARDS E-BANKING IN INDIA” under my guidance.

Internal Examiner (Guide) External Examiner

Miss. Ayushi Maloo

Director

IBMR, IPS Academy

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 STUDENT DECLARATION

I Yash Bhatt Student of Institute of Business Management and Research, IPS Academy, Indore of
MBA (Full time) program has prepared Major research Project report on topic “A STUDY REPORT ON
CUSTOMER AWARENESS TOWARDS E-BANKING IN INDIA”

The Research as per my knowledge is original and genuine and not published in any research Journal
previously.

Pratiksha Dhurve

MBA (3rd sem)

2021-23

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 ACKNOWLEDGEMENT

I often wondered why the project reports always began with acknowledgement.
Now, when I have undertaken project myself, did I realize that project report
involves not just the researcher but so many people that help in making the
research possible. Therefore, I take pleasure in beginning the most beautiful part
of the report.

I fall short of words to express my gratitude to my guide Prof. Miss Ayushi

Maloo who despite their busy schedule were able to find some time to guide me
through trouble and solve my problems to the best of abilities. Without their
unfailing guidance, encouragement and patience this project would not have
been possible. It has been a learning experience under her.

I am thankful to my faculty guide Prof. Miss Ayushi Maloo who gave me

detailed instructions during my MRP.

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 Index
S.no Content Pg.no

1- Introduction 3

2- Review of Literature 6

3- Rationale of study 11

4- Objectives 11

5- Methodology 12

a) Research design 12

b) Sample design 12

c) Tools for data collection 12

 Cover Page

 Bibliography

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 Introduction

About the Industry

India has a fast-growing mobile services market with excellent potential for the future. With
almost five million subscribers amassed in less than two years of operation, India's growth
tempo has far exceeded that of numerous other markets, such as China and Thailand, which
have taken more than five years to reach the figures India currently holds. The number of
mobile phone subscribers in the country would exceed 90 million by 2010 and cross 900
million by 2015, according to Cellular Operators Association of India (COAI).

According to recent strategic research by Frost & Sullivan, Indian Cellular Services Market,
such growth rates can be greatly attributed to the drastically falling price of mobile handsets,
with price playing a fundamental role in Indian subscriber requirements. Subscribers in
certain regions can acquire the handset at almost no cost, thanks to the mass-market stage
these technologies have reached internationally. The Indian consumer can buy a handset for
$150 or less. This should lead to increased subscribership. This market is growing at an
extremely fast pace and so is the competition between the mobile service providers.

With the presence of a number of mobile telephony services providers including market
leaders like Airtel, Reliance, Idea Cellular, Tata Indicom, Spice Communications etc. who are
providing either of the two network technologies such as Global System for Mobile
Communications (GSM) and Code Division Multiple Access (CDMA). In cellular service there
are two main competing network technologies: Global System for Mobile Communications
(GSM) and Code Division Multiple Access (CDMA). Understanding the difference between
GSM and CDMA will allow the user to choose the preferable network technology for his
needs.

Global System for Mobile Communication (GSM) is a new digital technology developed by
the European community to create a common mobile standard around the world. It helps
you achieve higher sell capacity and better speech quality and one can enjoy crystal clear
reception on ones mobile phone. It automatically solves the problem of eavesdropping on

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ones calls. Before analyzing the telecom licensing framework in India, it is imperative that
one must examine examine what is a license. License issued by the government is an
authority, given to a person

upon certain conditions to do something which would have been illegal or wrongful otherwise.

For example, a driver’s license issued by the government, gives the authority to a person to
drive a motor vehicle. There are three main types of license fee which the government
charges: (I) initial license fee, which generally is non-refundable, (ii) annual license fee, and
(iii) additional fee for allocation of spectrum.

Licensing framework has been an integral part of India’s telecommunication law. Under the
Indian Telegraph Act, 1885, section 4 gives power to the government to grant license to any
person to establish, maintain or use a telegraph. 

Code Division Multiple Access (CDMA) describes a communication channel access principle
that employs spread spectrum technology and a special coding scheme (where each
transmitter is assigned a code). It is a spread spectrum signaling, since the modulated coded
signal has a much higher bandwidth than the data being communicated. CDMA is the
current name for mobile technology and is characterized by high capacity and small cell
radius. It has been used in many communication and navigation systems, including the
Global Positioning System and the omnitracs satellite system for transportation logistics.

Indian mobile telephony market is increasing day by day and there is more to happen with
technological up gradations occurring nearly every day and the ever-increasing demand for
easier and faster connectivity, the mobile telephony market is expected to race ahead.

National Telecom Policy 1994 (NTP-94)

The National Telecom Policy was announced in 1994 which aimed at improving India's
competitiveness in the global market and provide a base for a rapid growth in exports. This
policy eventually facilitated the emergence of Internet services in India on the back of

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established basic telephony communication network. This policy also paved way for the
entry of the private sector in telephonic.

The main objectives of the policy were:

 To ensure telecommunication is within the reach of all, that is, to ensure availability of
telephone on demand as early as possible
 To achieve universal service covering all villages, that is, enable all people to access
certain basic telecom services at affordable and reasonable prices
 To ensure world-class telecom services. Remove consumer complaints, resolve disputes
and encourage public interface and provide a wide permissible range of services to meet
the demand at reasonable prices
 To ensure that India emerges as a major manufacturing base and major exporter of
telecom equipment
 To protect the defence and security interests of the nation.

The policy also announced a series of specific targets to be achieved by 1997 and further
recognized that to achieve these targets the private sector association and investment
would be required to bridge the resource gap.

Thus, to meet the telecom needs of the nation and to achieve international comparable
standards, the sector for manufacture of telecom equipment had been progressively
relicensed and the sub-sector for value-added services was opened up to private
investment (July 1992) for electronic mail, voice mail, data services, audio text services,
video text services, video conferencing, radio paging and cellular mobile telephone. The
private sector participation in the sector was carried out in a phased manner. Initially the
private sector was allowed in the value added services, and thereafter, it was allowed in
the fixed telephone services. Subsequently, VSAT services were liberalized for private
sector participation to provide data services to closed user groups.

Establishment of TRAI

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The entry of private players necessitated independent regulation in the sector; therefore,
the TRAI was established in 1997 to regulate telecom services, for fixation/revision of
tariffs, and also to fulfil the commitments made when India joined the World Trade
Organization (WTO) in 1995. The establishment of TRAI was a positive step as it separated
the regulatory function from policy-making and operation, which continued to be under
the purview of the DoT2.

The functions allotted to the TRAI included:

a. To recommend the need and timing for introduction of new service provider
b. To protect the interest of customers of telecom services
c. To settle disputes between service providers
d. To recommend the terms and conditions of license to a service provider
e. To render advice to the Central government on matters relating to the development of
telecommunication technology and any other matter applicable to the telecommunication
industry in general.

New Telecom Policy 1999 (NTP-99)

In recognition of the fact that the entry of the private sector, which was envisaged during
NTP-94, was not satisfactory and in response to the concerns of the private operators and
investors about the viability of their business due to non realization of targeted revenues
the government decided to come up with a new telecom policy. Moreover, convergence of
both markets and technologies required realignment of the industry. To achieve India’s
vision of becoming an IT superpower along with developing a world class telecom
infrastructure in the country, there was a need to develop a new telecom policy
framework. Accordingly, the NTP 1999 was framed with the following objectives and
targets:

 Availability of affordable and effective communication for citizens was at the core of the
vision and goal of the new telecom policy
 Provide a balance between provision of universal service to all uncovered areas, including
rural areas, and the provision of high-level services capable of meeting the needs of the
economy

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  Encourage development of telecommunication facilities in remote, hilly and tribal areas of
the nation
 To facilitate India’s journey to becoming an IT superpower by creating a modern and
efficient telecommunication infrastructure taking into account the convergence of IT, media,
telecom and consumer electronics
 Convert PCOs, wherever justified, into public telephone information centers having
multimedia capability such as ISDN services, remote database access, government and
community information systems etc.

 To bring about a competitive environment in both urban and rural areas by providing equal
opportunities and level playing field for all players
 Providing a thrust to build world-class manufacturing capabilities and also strengthen
research and development efforts in the country
 Achieve efficiency and transparency in spectrum management
 Protect the defense and security interests of the country
 Enable Indian telecom companies to become global players.

In line with the above objectives, some of the specific targets of the NTP 1999 were:

 Make available, telephone on demand by 2012 and achieve a tele density of 7% by 2015 and
15% by 2017
 Encourage development of telecom in rural areas by developing a suitable tariff structure so
that it becomes more affordable and by also making rural communication mandatory for all
fixed service players and thus
o Achieve a rural tele density of 6% by 2016 and provide reliable transmission media in
all rural areas.

Players in the market

 
 BSNL is the market leader with a 67.7 per cent share followed by MTNL with 11.5
per cent market share. Next is Bharti Airtel at 10.9% followed by Tata and Reliance at
5% and 4.1% respectively.

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  BSNL as a company is growing and showed annual revenues of approximately $4.5
billion as of 2016. BSNL is serving more than 125 million customers across the
country and is catalyst in checking the price point for telecom services.
 
 Also, with the government intensifying its rural focus, only BSNL can turn into
reality the next wave of rural telecom penetration.
 
 BSNL is a 100% Central Government entity and employees with BSNL are entitled to
get salaries and perks as decided by Government of India and not by BSNL
 
 However both, MTNL and BSNL are plagued by declining revenues coupled with
high costs. BSNL has massive infrastructure, manpower, systems, and 80 per cent of
landlines and 90 per cent of broadband connections in India are operated by it.
 
 “Vodafone is investing nearly US$ 3 billion over the next two years in India in
expanding its network infrastructure and distribution channel in the country,” as per
Vittorio Colao, CEO, Vodafone Plc.

 BlackBerry plans to set up enterprise solutions centres to educate corporate customers

about various BlackBerry Enterprise Service (BES) 10 solutions. "India is one of the
fastest growing markets in terms of smartphone and mobile data adoption,” said
according to Sunil Lalvani, Managing Director (MD), BlackBerry India.
 
 Tata Teleservices plans to set up nearly 4,000 wi-fi hotspots in nine cities across the
country in the next two years.
 
Booming sectors
 
 The tide has turned for the telecom sector in India, as growth and profitability has
accelerated in recent times. Tower companies are reaping benefits of a turnaround in
the sector as operators have started investing in networks to boost data penetration.
 
 However it is in the country’s booming mobile segment in which the major battles are
being fought. Three major private players – Bharti, Reliance and Vodafone - with a

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 formidable 54% share of the market between them, lead a large field of mobile
operators. State-owned enterprises –BSNL and MTNL – have also been making their
presence felt with a combined market share of 12%.  
 
A look ahead
 
 According to Craig Wigginton, vice chairman and U.S. Telecommunications leader,
Deloitte & Touche LLP, the big challenge for the telecom industry in 2016 – which
also presents a major growth opportunity for the sector – is that consumers are getting
addicted to connectivity and speed.
 
 The ongoing expansion of the mobile ecosystem, coupled with demand for high-
bandwidth applications and services such as video and gaming, is keeping pressure on
the industry to increase the availability and quality of broadband connectivity.
 
 What does this mean for players in the sector? Carriers will continue to pursue
technological advancements to handle demand, including offloading some mobile
bandwidth needs to Wi-Fi, which is proving an effective complement to mobile
networks. At the same time, long-term spectrum availability, spectrum efficiency,
small cells and continued backhaul improvements are likely to be a key focus to
assure continued mobile broadband momentum.

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Company profile

Telecom giant Bharti Airtel is the flagship company of Bharti Enterprises. The businesses at Bharti Airtel
have been structured into three individual strategic business units (SBU’s)

1. Mobile services

2. Broadband and telephone services (B&T)

3. Enterprise services

The Mobile services group provides GSM mobile services across India in 23 telecom circles, while B&T
business group provides broadband & telephone services in 94 cities. The Enterprise Services group has
two sub-units – carriers (long distance services) and services top corporates. All these services are
provided under the Airtel brand

Airtel comes to you from Bharti Tele-Ventures Limited - a part of the biggest private integrated telecom
conglomerate, Bharti Enterprises. A consortium of giants in the telecommunication business. In its six
years of pursuit of greater customer satisfaction, Airtel has redefined the business through marketing
innovations, continuous technological up gradation of the network, introduction of new generation value
added services and the highest standard of customer care.

Bharti is the leading cellular service provider, with an all India footprint covering all 23 telecom circles of
the country. It has over 25 million satisfied customers.

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Bharti Airtel limited is a telecom MNC headquartered in New Delhi India, with a presence in 20 countries
across the world its the 4th largest telecom company in the world in terms of subscribers base which was
over 275 million as on July 2013. Airtel is also the largest telecom company in India and the second
largest in country mobile operator by subscriber base after china mobile.

Sunil Bharti Mittal is the head of Airtel. Airtel is the largest provider of mobile telephony and second in
terms of fixed telephony and also provides broadband and DTH services. Airtel became the first Indian
company to get gold certification by CISCO.

Airtel is appreciated for forming a business strategy of outsourcing all its operations except sales,
marketing and finance ensuring low cost and high volumes. The network is outsourced to Ericsson and
Nokia Siemens whereas it is outsourced to IBM, transmission towers are maintained by bharti infratel ltd.
In India.

Cellular telephony was introduced in India during the early 1990s. At that time, there were only two
major private players, Bharti (Airtel) and Essar (Essar) and both these companies offered only post-paid
services. Initially, the cellular services market registered limited growth. Moreover, these services were
mostly restricted to the metros. Other factors such as lack of awareness among people, lack of
infrastructural facilities, low standard of living, and government regulations were also responsible for the
slow growth of cellular phone.

With the presence of a number of mobile telephony services providers including market leaders
like Airtel, Reliance, Idea Cellular, Tata Indicom, Spice Communications etc. who are providing
either of the two network technologies such as Global System for Mobile Communications
(GSM) and Code Division Multiple Access (CDMA). In cellular service there are two main
competing network technologies: Global System for Mobile Communications (GSM) and Code
Division Multiple Access (CDMA). Understanding the difference between GSM and CDMA will
allow the user to choose the preferable network technology for his needs.

Indian mobile telephony market is increasing day by day and there is more to happen with
technological up gradations occurring nearly every day and the ever-increasing demand for
easier and faster connectivity, the mobile telephony market is expected to race ahead…

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The mobile telephony services providers Airtel, Vodafone (Formerly Hutch), have been
competing aggressively for their market share with MTNL, Tata Indicom, Reliance and Idea
Cellular entering into the foray, this tussle has only become tougher. With major market share in
the hands of the likes of Reliance, Airtel, Vodafone (Formerly Hutch), Idea Cellular the others
have been finding it difficult to compete in the market.

The Telecom Regulatory Authority Of India (TRAI) has been playing an important role in keeping a watch
on these existing players and bringing new environment as well as policies and reforms for these Mobile
Telephony Service Providers and permitting them to provide mobile telephony services including
permission to carry its own long distance traffic within their service area without seeking an additional
license. TRAI’s mission is to create and nurture conditions for the growth of telecommunications
including broadcasting and cable services in the country in a manner and at a pace which will enable
India to play a leading role in the emerging global information society. The service providers are free to
provide, in its service area of operation, all types of mobile services including voice and non-voice
messages, data services and PCO’s. The Operators would be required to pay a one-time entry fee. The
basis for determining the entry fee and the basis for selection of additional operators would be
recommended by the TRAI. Apart from the one time entry fee, operators would also be required to pay
license fee based on a revenue share. It is proposed that the appropriate level of entry fee and
percentage of revenue share arrangement for different service areas would be recommended by TRAI in
a2

Although the cellular services market in India grew during the late 1990s (as the number of players
increased and tariffs and handset prices came down significantly) the growth was rather marginal. This
was because the cellular service providers offered only post-paid cellular services, which were still
perceived to be very costly as compared to landline communications. Following this realization, the major
cellular service providers in India, launched pre-paid cellular services in the late 1990s. The main purpose
of these services was to target customers from all sections of society (unlike post-paid services, which
were targeted only at the premium segment).

Bharti’s Vision

By 2015 Airtel will be the most admired brand in India:

 Loved by more customers

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  Targeted by top talent
 Benchmarked by more businesses

We at Airtel always think in fresh and innovative ways about the needs of our customers and
how we want them to feel. We deliver what we promise and go out of our way to delight the
customer with a little bit more

Bharti’s Mission

To be globally admired for telecom services that delight customers.

We will meet global standards for telecom services that delight customers through:

 Customer Service Focus

 Empowered Employees
 Cost Efficiency
 Unified Messaging Solutions

 STRENGTHS

· Cost advantage
· Current leaders in quality service
· Largest distribution network
· Ability to constantly innovate
· Highly skilled workforce
· Entrepreneurial zeal
· Airtel’s increased equity and market cap.

 WEAKNESSES

· To prove credibility

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 · Price pressures
· Need for Government support
· Awareness
· Sales and Marketing

 OPPORTUNITIES

· To sustain passion and commitment

· Airtel’s market share increasing at other service provider expense.
· Attain higher value services
· Collaborative business needs to be explored
· Vertical repeatable solutions.
· Low penetration level in rural markets.

 THREATS

· Foreign investment
· Global trends moving from GPS to WLL.
· Lack of global parity in telecom tariff
· Other competition

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 The Airtel Brand and its Logo

There has been no change in the brand name Airtel was born free, a force to unleash into the market
with a relentless and unwavering determination to succeed. A spirit charged with energy creativity and
team driven to seize the day with an ambition to become the most globally admired telecom service.

The Airtel logo is a strong, contemporary and confident symbol for a brand that is always ahead
of the rest. It is a specially drawn wordmark.

 The unique symbol is an interpretation of the 'a' in Airtel. The curved shape & the gentle
highlights on the red colour make it warm & inviting, almost as if it were a living object. 

 The logo represents a dynamic force of unparalleled energy that brings us and our customers
closer," it added.

 The "unboxed" having been freed of its rigid boundaries. Airtel calls the new logo  youthful,
international, inclusive and dynamic – representing the journey of the first Indian brand to go
truly global. The new identity underlines Airtel’s willingness to embrace everything that is new.
The red color, which is an integral part of the brand, continues to represent the energy and
dynamism that has made Airtel the success it is today. The new curved addition to the logo is a
symbol which will help ensure instant recognition across diverse international markets.

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  The colour "Red is part of our heritage. It is the colour of energy & passion that expresses the
dynamism that has made Airtel the success it is today, in India, and now on the global stage.

BRAND AMBASSADORS USED BY AIRTEL

In order to take the advantage of the growing number of youth in our country, Airtel introduced Sachin
Tendulkar, Shahrukh khan, Saif ali khan, kareena Kapoor, Gautam gambhir and many others as brand
ambassadors to tap the potential.

 has made Airtel the success it is today. The new curved addition to the logo is a symbol which will
help ensure instant recognition across diverse international markets.

 The colour "Red is part of our heritage. It is the colour of energy & passion that expresses the
dynamism that has made Airtel the success it is today, in India, and now on the global stage.

BRAND AMBASSADORS USED BY AIRTEL

In order to take the advantage of the growing number of youth in our country, Airtel introduced Sachin
Tendulkar, Shahrukh khan, Saif ali khan, kareena Kapoor, Gautam gambhir and many others as brand
ambassadors to tap the potential.

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Airtel has taken the lead on many occasions. It has been the first
 Launched Cellular service in Delhi on November, 1995.
 Operator to revolutionize the concept of retailing with the inauguration of Airtel Connect
(exclusive showrooms) in 1995.
 To expand its network with the installation for second mobile switching center in April, 1997 and
the first in Delhi to introduce the Intelligent Network Platform First to provide Roaming to its
subscribers by forming an association called World 1 Network.
 First to provide roaming facility in USA. Airtel has the largest automatic roaming service "SMART
ROAM"- National in 400 cities in India and "SMART ROAM" - International in over 60 countries
and 95 networks all over the world.
 It is also the first company to export its products to the USA.

Awards for the year 2012-2013

 Bharti Airtel Shared Services Team won two awards in categories of

Value Creation and Innovation & Improvement at the SSON (Shared Services & Outsourcing
Network) Excellence Awards 2012.

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  Bharti Airtel won four Effie awards at the Effie Awards 2012. Airtel's extremely popular 'Har ek
friend zaroori hota hai' campaign conceptualized by Taproot India, stood out as a campaign
amongst all nominations, winning three Gold Effie awards. Apart from a Gold in the 'Telecom &
Related Services' category, the campaign won a Gold each in 'Digital Advertising' and 'Integrated
Advertising'. Bharti Airtel also won one Silver Effie award for its 'Baat sirf paison ki nahin
hai' campaign for Airtel money in the telecom category.

 Sanjay Kapoor was awarded the "Telecom Person of the year 2012" at the "Voice & Data
Telecom Leadership Awards 2012". The award was accorded by Honourable Minister of New and
Renewable Energy, Dr. Farooq Abdullah.

 Won the QUEST Forum India Quality Award for the Top Telecom Service Provider. QuEST Forum
is a unique collaboration of information and communication technologies (ICT) service providers
and suppliers across the world, dedicated to improving operational and supply chain quality and
performance.

 Awarded the #1 Service brand in Brand Equity's List of "Most Trusted Brands".

 Bharti Airtel was felicitated for 'Best Mobile Service Provider' and 'Innovation in

mMoney' at Aegis Graham Bell Awards held on November 1, 2012.The Aegis Graham Bell
awards honor the best innovations in the field of TIME (Telecom, Internet, Media & Edutainment)
recognizing the most exceptional contributions in the respective fields.

 Bharti Airtel was awarded the 'Brand of the Year' at the CNBC TV18's flagship initiative, the India
Business Leader Awards (IBLA) for its Har Ek Friend Zaroori Hota Hai campaign. The IBLA Brand
of The Year Award seeks to recognize a brand mass media/ communication campaign based on
its key message, popularity amongst the target audience and impact on the brand.

 Bharti Airtel won the 'Excellence in First People Initiative' award at the first, People 2012
Awards. Airtel HR's multiple initiatives in enhancing the internal customer's experience through
innovation and leveraging mobile technology helped us to win the prestigious award.

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  The Airtel Centre of Excellence (ACE) received the 'Excellence Award for Shared Service Centre
Operations in India' in the 2nd National Shared Services Council by All India Management
Association and Delhi Management Association in recognition of their outstanding efforts to
identify key strategic drivers and implementing them to deliver value to all.

 Bharti Airtel won the highly prestigious Porter Prize in the 'Exploiting Trade-offs' category. The

Porter Prize Awards, named after Professor Michael Porter – the father of modern strategic field,
are the most coveted awards in the field of strategy and competitiveness. The award recognises
and honours Indian companies which have embraced the best strategic management practices.

 Bharti Airtel Sri Lanka bagged a silver at the prestigious HRM awards. Airtel Sri Lanka was
recognized for their HR practices by HRM awards.

 Bharti Airtel won the Star News Viewer’s Choice Best Mobile Network, Best Quality Mobile
Network Service Provider, at the 6th National Telecom Awards 2012 hosted by CMAI in May
2012.

 Bharti Airtel won 5 awards at the Telecom Operator Awards 2012, announced in March 2012 by
Tele.net . Airtel bagged the 'Best National Mobile Operator', 'Best VAS Provider', 'Best
Enterprise Services Provider', 'Best Ad Campaign by an Operator' and 'Most innovative
Solution' for Airtel money.

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 Airtel Networks
 Cellular Service
Airtel Completes Its 23 Circle All India Footprint Airtel now connects India from the
Indus to the Indian Ocean and from Sabarmati to the Brahmaputra on a network of more
than 10,000 base stations with cumulative investments of more than Rs. 16,000 crores.

 Internet infrastructure
Our Internet backbone involves state of the art high-end routers and switches as may
deployed on the best networks across the world to offer you reliable service of unmatched
quality. Three years back we had established satellite based gateway for internet access.
This was the first gateway by a private operator. Now we have established our fibre
gateway on Network i2i, first private submarine cable owned by us and SingTel.

 Fixed line infrastructure

Our high quality fibre-based, fixed line networks in Delhi, Haryana, Tamil Nadu,
Karnataka, Madhya Pradesh and Chahattisgarh , intensively covers the most prominent
commercial and business districts in the country. We provide the power of last mile fixed
line network to bring end-to-end voice and data solutions.

 Long distance infrastructure

Our 25,000 km advanced fibre-optic cable long distance network covers India's top 200
cities. And it powers the services of India's leading private telecom service providers -
cellular, fixed line and internet through Our Long Distance Services.

 Submarine cable
We have partnered with SingTel to create the world's largest submarine cable system-
Network i2i with 8.4 Tbps capacity. This 3200 km undersea cable structure stretches from
Chennai to Singapore and thereon to Tier-1 carriers on SingTel's capacity on 175,000 km
of cables. The huge capacity on network i2i is distributed locally in India through our
25,000 km of advanced fibre-optic domestic long distance backbone, providing

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 unprecedented capacity,speed,reliability .

Organization structure

Partners

The company has a strategic alliance with SingTel. The investment made by SingTel is one of the
largest investments made in the world outside Singapore, in the company.

The company’s mobile network equipment partners include Ericsson and Nokia. In the case of the
broadband and telephone services and enterprise services (carriers), equipment suppliers include
Siemens, Nortel, Corning, among others. The Company also has an information technology
alliance with IBM for its group-wide information technology requirements and with Nortel for
call center technology requirements. The call center operations for the mobile services have been

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outsourced to IBM Daksh, Hinduja TMT, Teletech & Mphasis. The company's unique strategic
outsourcing model has been studied and documented by Harvard Business School as a case study
which is available for download at: www.hbsp.harvard.edu.

 Factsheet At-a-glance guide to Bharti Airtel

 Organization Structure Organization chart depicting the Senior Management positions
 Shareholding Structure Details on the latest shareholding structure and major shareholders, as on
June 30, 2007
 Awards & Recognitions Laurels recognising Bharti's consistent efforts

CORPORATE GOVERNANCE

Bharti Airtel Limited firmly believes in the principles of Corporate Governance and is committed
to conduct its business in a manner, which will ensure sustainable, capital-efficient and long-term
growth thereby maximising value for its shareholders, customers, employees and society at large.
Company’s policies are in line with Corporate Governance guidelines prescribed under Listing
Agreement/s with Stock Exchanges and the Company ensures that various disclosures
requirements are complied in ‘letter and spirit’ for effective Corporate Governance.
During the financial year 2003-04, your Company was assigned highest Governance and Value Creation
(GVC) rating viz. ‘Level 1’ rating by CRISIL, which indicates that the company’s capability with respect to
creating wealth for all its stakeholders is the highest, while adopting sound Corporate Governance
practices. This rating was re-affirmed by CRISIL on April 20,2006

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 Review of Literature

The growth in demand for telecom services in India is not limited to basic telephone services.
India has witnessed rapid growth in cellular, radio paging; value added services, internet and
global communication by satellite item (GMPCS) services. The agents of change, as observed
from international perspective, have been broadly categorized into economic structure,
competition policy and technology. Economic reforms and liberalization have driven telecom
sector through several transmission channels of which these three categories are of major
significance.

The effective research cannot be accomplished without critically studying what already exists in
the form of general literature and specific studies. Therefore, it is considered as an important
pre-requisite for actual planning and execution of research project. This helps to formulate
hypotheses and framework for further investigation. In this research, the survey of literature has
been classified into two parts - studies related to telecom sector and studies related to
marketing strategies.

 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. Haqueet (2007) suggested that

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 price, service quality, product quality & availability, and promotional offer play a main
role during the time to choose telecommunication service provider.

 Muller in his a research focuses that the success of the mobile commerce can be
attributed to the personal nature of wireless devices. Adding to this are its unique
features of voice and data transmission and distinct features like localization, feasibility
and convenience. The sustained growth of the mobile commerce around the world has
been more because of the transfer of technology according to the needs of local
geography.

 National Telecom Policy projected a target 75 million telephone lines by the year 2005
and 175 million telephone lines by 2010 has been set. Indian telecom sector has already
achieved 100 million lines. With over 100 million telephone connections and an annual
turnover of Rs. 61,000 crores, our present tele density is around 9.1%. The growth of
Indian telecom network has been over 30% consistently during last 5 years.
 According to Wellenius and Stern (2001) information is regarded today as a fundamental
factor of production, alongside capital and labor. The information economy accounted
for one-third to one-half of gross domestic product (GDP) and of employment in
Organization for Economic Cooperation and Development (OECD) countries in the 1980s
and is expected to reach 60 percent for the European Community in the year 2000.
Information also accounts for a substantial proportion of GDP in the newly industrialized
economies and the modern sectors of developing countries.

 Virat Bahri (2006) explains the viewpoint of Sam Pitroda the Chairman of Worldtel that
identifies opportunities for investments in telecommunications. He analyses that there is
an increasing role for telecom in e-governance in India. According to him, technology can
be leveraged to take India’s development to next level.

In the study of consumer behaviour, it is possible to conclude that perception is

presented as one of personal factors determines consumer behaviour. A personal factor
is the closest environment of a consumer, including everything that makes up the

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 individual, his/her head and soul, which characterised his personality. Using sensory
receptors and influenced by external factors, the person receives information, accepts
and adapts it, forms his personal attitude, opinion, and motives that influence behaviour.
Perception within this context is one
 of the principal personal factors, conditioning the nature of the consumer and his/her
behaviour and other variables.
 Analysing classifications proposed by marketing specialists, suggests that sensation,
attention, interpretation and retention are the dominating elements of the perceptual
process (Branyte et al, 2007). Crane and Klarke (1994) posit the theory of perceptual
filters, based on the idea that the perceptual process is a set of filters, used for sorting
and modifying a stimulus leading finally to stored memory of consumers. Indeed
consumer cannot perceive all the stimuli in the phase of sensation; consumers do not
react to every stimulus received in the attention phase lest they fail to understand the
proper meaning of a stimulus while interpreting it.
 Essentially, they do not remember everything they have understood. The theory reflects
the importance of evaluation and recognition of the elements of the perceptual process,
seeking to activate and affect the consumer’s perception. Every phase makes the
consumer feel differently as the intensity of his/her reactions and the importance of
external influence change. According to Chernatony and McDonald, (1998), the
challenge for marketers is to appreciate how all the marketing resources supporting a
brand interact to produce the benefits that consumers perceive as being unique to a
specific brand.
 Consumers interpret the meaning of the marketing activity behind a brand and project
values onto the brand, endowing brands with a personality. They developed a useful
framework to help understand the diverse types of brand-added value which includes;
added values from experience; added values from reference group effect; added values
from a belief that the brand is effective; and, added values from the appearance of the
brand. Consumers form impressions of a brand from their packaging and develop brand
preferences based on their attraction to the package design.

 Demographic variable is an importance determinant of customer behaviours. Study

shows that gender has significant moderating effect on perception, satisfaction- loyalty

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 relationship. On this note, social identity theory proposes that attitudes are moderated
by demographic, situational, environmental, and psychosocial factors (Haslam et al,
1993). According to the social psychological theories, consumers’ evaluations are
moderated, or in some cases mediated, by personal feelings of equity in the exchange,
disconfirmation between desires and outcomes, individual preferences, social
comparisons, and other complex phenomena. These theories strongly suggest that
consumers’ differences influence their attitudes. Women are affected by sales process
while men are satisfied with the impact of the product. That is, there is significant
relationship and consistent differences in the levels of perception among demographic
groups.

 Kotler and Keller (2006) and Karjoluoto et al (2005) report that demographic variables
have an influence on the evaluation of different attributes related to mobile phone
choice. Specifically, gender and social class will impact on the evaluations of the
attributes as men belonging to higher social class seem to be more technology savvy.
Decision making mainly follows a rational decision making process in which different
attributes are evaluated, but also has some symbolic nature as brand was regarded as
important among many study participants.

 Product choice also is greatly affected by occupation, economic circumstances,

spending income (level, stability and time pattern), savings and assets (including the
percentage that is liquid) debt, borrowing power, and attitude towards spending and
saving (Kotler and Keller 2006). Personality and selfconcept are important determinants
of buying behaviour. Kotler (2001) defines personality as a set of distinguishing human
psychological traits that lead to relatively consistent and enduring responses to
environmental stimuli.

 Personality are characterised by such traits as selfconfidence, dominance autonomy

difference, sociability, defensiveness and adaptability. Consumer’s personality is very
useful variable in analysing consumer brand choices. This is because brands also have
personalities, and consumers are likely to choose brands whose personality matches
their own. Brand personality is defined as the specific mix of human traits that may be

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 attributed to a particular brand (Kotler and Keller, 2006). Aaker (1997) identifies the
following as brand personality traits, sincerity, excitement, competence, sophistication
and Ruggedness.
 However, people from same subculture, social class and occupation may lead quite
different lifestyle. Lifestyle is a person’s pattern of living in the world as expressed in
activities, interests and opinions. Marketers often search for relationships between their
products and lifestyle groups (Kotler and Keller, 2006). Factors that relate to the user’s
surroundings and interactions with other people in his/her personal network of family,
friends, colleagues and other important people also have important implications on
consumers purchase.

 This is based on the fact that an individual’s decisions and behaviours are not made
solely by him/her, but rather are influenced by the opinions and recommendations of
other important people. As a person is part of a social network, he/she normally interacts
with others in daily life and talks and shares with others on what he/she sees, thinks and
experiences (Pedersen, 2005). That is why, for example, word of mouth is known as one
of the most effective channels through which positive and negative ideas and
perceptions and spread in a social setting. Today, for every firm a critical question for its
success is that how it can maintain its current customers and how it can make them loyal
to the brands.

 Loyal customers play important role in building businesses by making different moves
like buying more, by paying premium prices and most importantly providing companies
different sets of new customers by positive word of mouth (Aydin and Ozer, 2004). In fact
telecommunication companies lose their customer quite regularly. So it’s very
challenging task for the mobile phone operators to retain existing customers as well as
bringing new customers towards their brands and creating loyalty in them. It happens in
almost every industry but especially in telecommunication services, it is said that when
customers are connected to a particular service provider or operator then their long term
relationship with the operator is of great importance for the success of the company in
the competitive market.

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26 | P a g e
 Rational of the study

Mobile phone markets are one of the complete market atmospheres nowadays due to increased
competition and change. Thus, the growing concern requires marketers to strictly look at Customers
buying decision processes and demand focus on the factors such as Prices, Purchase intention,
Perceived intention, Perceived quality, Perceived sacrifice and Perceived value that subsequently
determine willingness to purchase between different mobile phones with an appropriate service.

In this competitive environment, to find out the customer satisfaction, customer preferences,
expectations and perception about the Airtel life time card out of all other Cellular service providers
in the market. The underlying problem in predicting customer choice resides much more in the fact
that purchase decisions are made on the basis of many different criteria. This problem is further
confounded in service applications where customers may consider intangible features and
characteristics of the market offerings and interactions between service providers and the
consumers with an appropriate service.

In this competitive environment, to find out the customer satisfaction, customer preferences,
expectations and perception about the Airtel life time card out of all other Cellular service providers
in the market.

THEORIES OF PERCEPTION

On a straightforward view, we directly perceive the world as it is. The way that things look,
feel, smell, taste, and sound is the way that they are. We see colours, for example, because
the world is coloured. This view of perception is called, somewhat dismissively, naive
realism.
Plausibly, perception is a lot more complicated than this.

Though things may appear to be coloured to us, our experiences of colour are merely
representative of the surface properties of objects; the physical property of reflecting

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certain wavelengths of light and the colour red as we experience it are two quite different
things.
This has led to representative realism, which suggests that perception is not the passive
process that the naive realist suggests, that we do not simply receive information about the
world through our senses.

Rather, we are actively involved in perception, supplying much of the content of our
experiences, and must bear this in mind if we are to know what the world is really like in
itself.
More extreme than either naive or representative realism is idealism. Idealists, persuaded
by the thought that we have direct access only to our experiences of the world, and not to
the world itself, have questioned whether there is anything beyond our experiences. A more
recent theory that bears some similarities to idealism has also been
proposed: phenomenalism.

The underlying problem in predicting customer choice resides much more in the fact that purchase
decisions are made on the basis of many different criteria. This problem is further confounded in
service applications where customers may consider intangible features and characteristics of the
market offerings and interactions between service providers and the consumers.

Many philosophers, such as Jerry Fodor, write that the purpose of perception is knowledge,
but evolutionary psychologists hold that its primary purpose is to guide action. For example,
they say, depth perception seems to have evolved not to help us know the distances to
other objects but rather to help us move around in space. Evolutionary psychologists say
that animals from fiddler crabs to humans use eyesight for collision avoidance, suggesting
that vision is basically for directing action, not providing knowledge.

Building and maintaining sense organs is metabolically expensive, so these organs evolve
only when they improve an organism's fitness. More than half the brain is devoted to
processing sensory information, and the brain itself consumes roughly one-fourth of one's

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metabolic resources, so the senses must provide exceptional benefits to fitness. Perception
accurately mirrors the world; animals get useful, accurate information through their senses.

Scientists who study perception and sensation have long understood the human senses as
adaptations. Depth perception consists of processing over half a dozen visual cues, each of
which is based on a regularity of the physical world. Vision evolved to respond to the narrow
range of electromagnetic energy that is plentiful and that does not pass through
objects. Sound waves provide useful information about the sources of and distances to
objects, with larger animals making and hearing lower-frequency sounds and smaller
animals making and hearing higher-frequency sounds. Taste and smell respond to chemicals
in the environment that were significant for fitness in the EEA. 

The sense of touch is actually many senses, including pressure, heat, cold, tickle, and
pain. Pain, while unpleasant, is adaptive. An important adaptation for senses is range
shifting, by which the organism becomes temporarily more or less sensitive to sensation. For
example, one's eyes automatically adjust to dim or bright ambient light. Sensory abilities of
different organisms often coevolve, as is the case with the hearing of echo locating bats and
that of the moths that have evolved to respond to the sounds that the bats make.

Evolutionary psychologists claim that perception demonstrates the principle of modularity,

with specialized mechanisms handling particular perception tasks. For example, people with
damage to a particular part of the brain suffer from the specific defect of not being able to
recognize faces (prosopagnosia). EP suggests that this indicates a so-called face-reading
module.

Customer Perception

Consumers can evaluate a product along several levels. Its basic characteristics are inherent to the
generic version of the product and are defined as the fundamental advantages it can offer to a
customer. Generic products can be made distinct by adding value through extra features, such as
quality or performance enhancements.

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The final level of consumer perception involves augmented properties, which offer less tangible
benefits, such as customer assistance, maintenance services, training, or appealing payment options.
In terms of competition with other products and companies, consumers greatly value these added
benefits when making a purchasing decision, making it important for manufacturers to understand
the notion of a “total package” when marketing to their customers.

Sensations can be defined as the passive process of bringing information from the outside world into
the body and to the brain. The process is passive in the sense that we do not have to be consciously
engaging in a "sensing" process. Perception can be defined as the active process of selecting,
organizing, and interpreting the information brought to the brain by the senses.

For example, when manufacturing automotive parts, a high-performing product will provide the
customer base with basic benefits, while adding spare parts, technical assistance, and skill training
will offer enhanced properties to create a total package with increased appeal to consumers.

Perception is the process through which a person forms an opinion about the various stimuli he
receives from his sensory organs. In marketing, perception is concerned with understanding how the
consumer views a product or service. The five senses of a person help him in this process

 To identify which cellular service they are using presently and try to convert them.
 To identify the type of connection plan, that the consumers currently have. (Postpaid,
Prepaid, or Life time card)
 To find out the communication channels most used by the consumers to know about
Airtel.
 To analyze consumer perception and expectation towards Airtel.
 To analyze the Reason and Purpose behind using Airtel.
 To find out the satisfaction level of customers towards Airtel.

Lacking and factor for dissatisfaction has been studied from the customer’s point of view.

 Getting an opportunity to convince and interact with the customers.

 Creating awareness and perception towards Airtel.

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  The limit of the study is only for the Telecommunication of Airtel.
 The survey was taken from some people of Delhi city alone so the result may not be
feasible for other locations other than Delhi city. So, the findings only suitable for
intention and perception towards Airtel.

Today, for any organization or firm to survive in this competitive world depends on its ability to be
dynamic and be different from the competition to be unique in the industry. Customer Satisfaction
helps every organization to keep the existing customer and to build new customer.

This research is aimed at profiling the standard customer with an aim to increase the network and
improve company-customer relations. The information gathered through this research can be used
by the company to improve its services and became more customers friendly. This can increase the
goodwill of the company and its overall performance.

PERCEPTION
Our perception is an approximation of reality.  Our brain attempts to make sense out of the
stimuli to which we are exposed.  This works well, for example, when we “see” a friend
three hundred feet away at his or her correct height; however, our perception is sometimes
“off”—for example, certain shapes of ice cream containers look like they contain more than
rectangular ones with the same volume.

Factors in perception
Several sequential factors influence our perception.Exposure involves the extent to which
we encounter a stimulus.  For example, we are exposed to numerous commercial messages
while driving on the freeway:  bill boards, radio advertisements, bumper-stickers on cars,
and signs and banners placed at shopping malls that we pass.  Most of this exposure is
random—we don’t plan to seek it out.  However, if we are shopping for a car, we may
deliberately seek out advertisements and “tune in” when dealer advertisements come on
the radio.

Exposure is not enough to significantly impact the individual—at least not based on a single
trial (certain advertisements, or commercial exposures such as the “Swoosh” logo, are

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based on extensive repetition rather than much conscious attention).  In order for stimuli to
be consciously processed, attention is needed.  Attention is actually a matter of degree—our
attention may be quite high when we read directions for getting an income tax refund, but
low when commercials come on during a television program.  Note, however, that even
when attention is low, it may be instantly escalated—for example, if an advertisement for a
product in which we are interested comes on.
Interpretation involves making sense out of the stimulus.  For example, when we see a red
can, we may categorize it as a CokeÒ.
Weber’s Law suggests that consumers’ ability to detect changes in stimulus intensity appear
to be strongly related to the intensity of that stimulus to begin with.  That is, if you hold an
object weighing one pound in your hand, you are likely to notice it when that weight is
doubled to two pounds.  However, if you are holding twenty pounds, you are unlikely to
detect the addition of one pound—a change that you easily detected when the initial weight
was one pound.  You may be able to eliminate one ounce from a ten ounce container, but
you cannot as easily get away with reducing a three ounce container to two (instead, you
must accomplish that gradually.

The wholly empirical approach holds that this experience is the sole determinant of
perceptual qualities. The reason percipients see an object as dark or light, the argument
goes, is that in both our own past and the past of the species it paid off to see it that
particular way. Returning to the bucket analogy, imagine that each of the three hoses
pumps out water of a different color: one pumps out black water, one pumps out gray
water, and one pumps out clear water. 

All one sees is the water in the bucket, which can be clear, gray, black, or any shade in
between. As expected, it is impossible to perform some calculation on the color of the water
in the bucket to find out how much water came out of each hose. Now imagine that it is
your job to bet on how much water came out of the gray hose.

The output ratios of the hoses are not random, but co-vary in all kinds of complicated ways
based on the time of day, how long it takes to fill up the bucket, etc. At first your behavior in
response to the color of the bucket might not be so good, but over time this would gradually
improve as different shades and behaviors in response became associated by trial and error.

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The key is that in order to improve you have to know whether or not your behaviors worked
by interacting with the world.

Several factors influence the extent to which stimuli will be noticed.  One obvious issue
is relevance.  Consumers, when they have a choice, are also more likely to attend
to pleasant stimuli (but when the consumer can’t escape, very unpleasant stimuli are also
likely to get attention—thus, many very irritating advertisements are remarkably effective). 
One of the most important factors, however, is repetition.  Consumers often do not give
much attention to a stimuli—particularly a low priority one such as an advertisement—at
any one time, but if it is seen over and over again, the cumulative impact will be greater.

Surprising stimuli are likely to get more attention—survival instinct requires us to give more
attention to something unknown that may require action.  A greater contrast (difference
between the stimulus and its surroundings) as well as greater prominence (e.g., greater size,
center placement) also tend to increase likelihood of processing.
Subliminal stimuli.  Back in the 1960s, it was reported that on selected evenings, movie
goers in a theater had been exposed to isolated frames with the words “Drink Coca Cola”
and “Eat Popcorn” imbedded into the movie.  These frames went by so fast that people did
not consciously notice them, but it was reported that on nights with frames present, Coke
and popcorn sales were significantly higher than on days they were left off. 

This led Congress to ban the use of subliminal advertising.  First of all, there is a question as
to whether this experiment ever took place or whether this information was simply made
up.  Secondly, no one has been able to replicate these findings.  There is research to show
that people will start to giggle with embarrassment when they are briefly exposed to “dirty”
words in an experimental machine.  Here, again, the exposure is so brief that the subjects
are not aware of the actual words they saw, but it is evident that something has been
recognized by the embarrassment displayed.

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 Objective of study

The objective of the study is to check out the preference of consumer towards Airtel and
study the requirements of consumer and their grievances towards the company. The secondary
objective of the study.

 To study Advertising Strategy of Airtel Cellular Service: Ads are an internal part of every
company and company has to know how and when to use it.
 Its effect on existing mobile users: The cellular services market in India grew during the late
1990 and is increasing. Airtel has to launch services in the market.

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 Methodology

Research as a scientific and systematic search for pertinent information on a specific topic.
Research Methodology is a way to systematically solve the research problem. It may be
understood as a science of studying how research is done scientifically. In it we study the various
steps that are generally adopted by a researcher to know not only the research methods or
techniques but also the methodology. We not only talk of the research methods but also
consider the logic behind the methods we use in the context of our research study and explain
why we are using a particular method or evaluated either by the researcher himself or by others.

Purpose of the study

The purpose is to check out the consumer preference towards Airtel and its services and
what are their requirements and why a problem costumer faces.

Research Objective of the study

The objective of the study is to check out the preference of consumer towards Airtel and
study the requirements of consumer and their grievances towards the company. The secondary
objective of the study.

 To study Advertising Strategy of Airtel Cellular Service: Ads are an internal part of every
company and company has to know how and when to use it.
 Its effect on existing mobile users: The cellular services market in India grew during the late
1990 and is increasing. Airtel has to launch services in the market.

Research methodology of the study

Research methodology is done to solve the research problems involving a study of

various steps that are adopted by the researcher in studying his problem.

Throughout the entire project the emphasis was to check the awareness level of the
customers towards the different services of Airtel and there views and perception about
the same.

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 Finally the project was concluded by taking the feedback from the customers.

Research Design

The project is more of a qualitative than quantitative study. The project aims at the perception
of consumers regarding the consumers.

Explorative Research: Explorative Research includes surveys and fact-finding enquiries of

different kinds. The major purpose of description of the state of affairs it exists at present. In
social science and business research we quite often use the term expost factor research for
descriptive research studies. A Main characteristic of this method is that the researcher has no
control over the variables; he can only report what has happened or what is happening.

DATA COLLECTION METHOD

 THERE TWO TYPE OF METHOD OF DATA COLLECTION.

o PRIMARY DATA

o SECONDARY DATA

 DATA USED FOR THE RESEARCH WORK WAS PRIMARY

 Primary Data: The primary source of data collection is through questionnaire. The questionnaires
are distributed among 35 peoples and the there view is recorded and used in analyzing the data
Secondary sources. Primary source is a term used in a number of disciplines to describe source
material that is closest to the person, information, period, or idea being studied. In the study of
history as an academic discipline, a primary source (also called original source or evidence) is an
artifact, a document, a recording, or other source of information that was created at the time
under study. If created by a human source, then a source with direct personal knowledge of the
events being described. It serves as an original source of information about the topic. Similar
definitions are used in library science, and other areas of scholarship. In journalism, a primary
source can be a person with direct knowledge of a situation, or a document created by such a
person. Primary sources are distinguished from secondary sources, which cite, comment on, or
build upon primary sources, though the distinction is not a sharp one. "Primary" and "secondary"

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 are relative terms, with sources judged primary or secondary according to specific historical
contexts and what is being studied.
 Secondary Data :

 Secondary sources include online sites (www.Google.Co.in, www.Airtel.com), newspapers (Times

of India) and templates from AIRTEL distributions centers and AIRTEL Customer Care. In
scholarship, a secondary source is a document or recording that relates or discusses information
originally presented elsewhere. Secondary source contrasts with a primary source, which is an
original source of the information being discussed; a primary source can be a person with direct
knowledge of a situation, or a document created by such a person. Secondary sources involve
generalization, analysis, synthesis, interpretation, or evaluation of the original information.
Primary and secondary are relative terms, and some sources may be classified as primary or
secondary, depending on how it is used. An even higher level, the tertiary source, resembles a
secondary source in that it contains analysis, but attempts to provide a broad overview of a topic
that is accessible to newcomers.

Sample designing

Target population: - The Target population under this survey are the consumers of mobile
network providers.

The target population is limited to the central Delhi.

SAMPLE SIZE : - The sample size included 100 related people in various different location.

Search process was done by interacting with number of customers during the activities
performed, which included, markets, cold calling, canopies, etc. Sample design consist of CONVIENCE
SAMPLING.

Method of data collection

Instrument of Data collection

Data Collection is an important aspect of any type of research study. Inaccurate data collection can
impact the results of a study and ultimately lead to invalid results. For the above objectives,

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quantitative methods were used. Interviews were studied for the employees and structured
Questionnaires were given to them. Then the data was analysed and interpreted in the form of
tabulation and charts.

There are two types of data collection methods used:

1. Primary data collection

2. Secondary data collection

Primary data collection method-

Primary data is the data in which the researcher collects data through various methods like
interviews, surveys, questionnaires etc., to support the secondary data.

Primary data collected in this project is using the interview and questionnaire.

Secondary data collection method-

Secondary data is data collected by someone other than the user. Common sources of secondary
data for surveys, organizational records and data collected through qualitative methodologies or
qualitative research.

Secondary data used in this project is records of Human Resource Department for the service file of
the separating staffs, various HR Journals, projects and research papers of different scholars both
national and international.

Drafting of a questionnaire

A questionnaire consisting of 18 questions was prepared which consisted of questions like the
working of various welfare committees of the organization and the development systems, canteen
and rest room facilities etc. So, keeping in view all the aspects of research and it consisted of
following types of questions-

 Close ended Questions- A closed-ended question is a question format that limits

respondents with a list of answer choices from which they must choose to answer the
question. Commonly these type of questions are in the form of multiple choices, either with
one answer or with check-all-that-apply, but also can be in scale format, where respondent
should decide to rate the situation in along the scale continuum, similar to Likert questions.

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 Types of closed ended questions used-
1. Dichotomous Questions- Fixed-alternative question that can only be answered in
one of the two indicated ways, such as 'A' or 'B', True or False, Yes or No.

2. Multiple Choice Questions- Multiple choice is a form of assessment in which

respondents are asked to select the best possible answer (or answers) out of the
choices from a list. The multiple choice format is most frequently used
in educational testing, in market research, and in elections, when a person chooses
between multiple candidates, parties, or policies. Multiple choice testing is
particularly popular in the United States. If guessing an answer, there's usually a 25
% chance of getting it correct on a 4 answer choice question.

Limitations

The project has been successfully completed with certain inherent limitations, which are as follows:

 This Project report is based on the secondary sources for data collection and no Primary data has
been used, due to which there is lack of practical knowledge.

 Time and work constraints were also there.

 Limited information & Respondent’s unavailability.

 Time pressure and fatigue on the part of respondents and interviewer.

 Courtesy bias& the behavior of the customer while approaching them to fill the questionnaire
was unpredictable.

 Lack of customer’s cooperation was a major constraint.

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  Majority of the customer were too aggressive i

Analysis & Interpretation

AGE GROUP

Age Group (in years) Users

15-21 29

21-28 56

28-35 15

Table 4.1

Age Group
9
8
7
6
5 Column1

4 8.2
3
2
3.2
1 1.4
0
15-21 21-28 28-35

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 Interpretation: As we can see from the above graph, the people who are in the age group of 21-28 years
are the ones who are the maximum users of mobile phones. This segment is the one which give maximum
business to the mobile operators. This segment constitutes the young executives and other office going
people. They are 65% of the total people who were interviewed. The next age group are the people who are
28-35 years old. They are 20% of the total. They are those who are at home or have small business units etc.
And the next age group is the youngest generation who are 15-21 years old. They are school and college
going students and carry mobile phones to flaunt. They are 15% of the total interviewed people.

Occupation

What is your occupation?

1. Student 2. Household 3. Executive 4.Other

Occupation Users

Student 15

Executive 55

Household 20

Other 10

Table 4.2

Chart 4.2
60

50

40
Others
Households
30
55 Executives
Student
20

10 20
15
10
0

Interpretation

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Above graph shows that 55% of the total people interviewed are working. So, these people are the ones who
are the maximum users of mobile phones. They are the young executives, managers etc. who require mobile
for their official purposes. The next category is the households 20 %, who are either housewife, small units
which operate from their homes etc. The next segment is the students. They are 15%of the whole. And 10%
of the whole is categories who are the professionals.

Customer Service at Airtel Graph

What is your satisfaction level with Airtel?

1.Fully 2.Partially 3.Distassified 4.Fully distassisfied

Table 4.3

Satisfied Users

Fully dissatisfied 10

Fully Satisfied 20

Dissatisfied 60

Partially 10

Satisfaction
70

60
60

50

40

30

20
20

10 10
10

Satisfied Fully satisfoed Dissatified Partially

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 Chart 4.3
Interpretation

As the above graph clearly shows that customer services at Airtel seems poor. 60% of the people
are dissatisfied with the customer services provided by Airtel. They are the ones who have the
maximum share in the market but they are lagging behind in the customer services. This could
leave an impact on the mind of the consumer

Features convinced to use Airtel

Which feature of AIRTEL convinced you to use Airtel

1.Advertisements 2. Connectivity 3.Schemes 4. Goodwill

Convincing Factor Users

Advertisement 23

Scheme 8

Connectivity 58

Goodwill 19

Table 4.4

Satisfaction
70

60
60

50

40

30

20
20

10 10
10

Satisfied Fully satisfoed Dissatified Partially

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 Chart 4.4

Interpretation

The above data shows that the connectivity of the Airtel is its backbone and it is the main reason
that the consumers are using it and the network is still is in usage and goodwill of the company is
at risk and falling at a huge rate.

Usage of Airtel

Which service do you use of Airtel

 Mobile service
 Internet
 DTH
 Other
Usage Users
DTH 10
Internet 25
Mobile Service 64
Others 8
Table 4.5

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 Sales
70

60

50

40

30 64

20
25
10
10 8
0
Mobile service Internet DTH Others

Sales

Chart 4.5

Interpretation

It can be seen from the data represented above that most the customers use Airtel because of its Mobile
service’s rather than any other requirement as it provides them the best service in Airtel in the service
Department.

Monthly expense graph

How much is your monthly expenses?

 500 – 1000
 1000 – 2000
 2000 & above
Table 4.6

Expenses Users

500-1000 24

1000-2000 64

2000 & Above 12

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 Expenses
70
60
50 Expenses
40
30 64
20
10 24
12
0
500-1000 1000-2000 2000 & Above

Chart 4.6

Interpretation

People on an average spend RS 500 per month as their mobile phone expense. 64% people spend
this amount. 24% people spend RS 300 per month as their monthly mobile expense. And the
remaining 12% had an expense more than RS 1000, they could the ones having sim connections
or having cash cards and having a lot of business calls on their mobiles.

Influencer

What makes Airtel different from others?

1.Connectivity 2.Tariff plans 3.New schemes

4.Other
Factors Users

Connectivity 72

New schemes 14

Tariff plans 32

Other 12

Table 4.7

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 Influence
9
8
7
6
5
4 8.2

3
2
3.2
1
1.4 1.2
0
connectivity Tariff Scheme others

Influence

Chart 4.7

Interpretation

The above figure shows that connectivity is the favoured influencer of Airtel and it persuades consumer
to use the network and later on tariff and schemes play there role in the company.

Celebrity Factor

Which celebrity you like very much in AIRTEL

 Sachin Tendulkar
 Shahrukh khan
 Kareena Kapoor
 A.R. Rehman
Celebrities Users

Shahrukh Khan 36

Kareena Kapoor 2

A.R. Rehman 19

Sachin Tendulkar 28

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 Table 4.8

Celebrity Factor
Sachin Shahrukh Kareena A. Rehman

40

35

30

25

20
36
15
28
10 19
5

0 2

Chart 4.8

Interpretation

The main celebrity that is responsible for the success of the Network is Shahrukh khan then Sachin
Tendulkar and behind him is A.R. Rehman and Kareena Kapoor comes in the last. This celebrity did their
best to promote it but the network was hugely favoured by the above data.

Users

What type of Airtel service you use?

 Postpaid
 Prepaid

Card Users
Prepaid 46
Postpaid 54
Table 4.9

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 Cards
56
54
54

52

50

48
46
46

44

42
Prepaid Postpaid

Users

Chart 4.9

Interpretation

The above data shows that earlier prepaid was the favourite of consumers but with the flow of time the
time this preference has shifted towards the post-paid side and now they are in demand as earlier only
network was used for call’s only and now it provides number of facilities like internet etc.

Service Provider Graph

Which was your first choice of cellular service when you want to use mobile phone?

1.AIRTEL 2.VODAFONE 3. IDEA 4. RELIANCE 5.OTHERS

Networks Users

Vodafone 25

Idea 5

Airtel 35

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 Reliance 15

Others 20

Table 4.10

Users
40

35

30

25

20
35
15
25
10 20
15
5
5
0
Vodafone Idea Airtel Reliance Others

Users

Chart 4.10

Interpretation

The above graph shows a slice of 50%. These are the total no. of people who are using Airtel. It
seems that people are more aware of Airtel than any other brand. The next popular brand is
Hutch. 305 of the people interviewed had Hutch connections. The next popular brand was Idea.
15% people had Idea connections. As it came very late in the market when Airtel had established
it self very well.

AIRTEL is #1 in India

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 Opinion Users

Yes 87

No 13

Table 4.11

Opinion
100
90
80
70
60
50
87
40
30
20
10
13
0
Yes No

Users

Chart 4.11

Interpretation

The above graph shows the result of the survey that how many people think Airtel is best in its
services. According to the survey done, 95% of the people think that Airtel is the best which
provides better telecommunication services and only 5% of the people thinks vice-versa.Purple
colour shows people who say ‘yes’ to the survey that Airtel is No. 1 and maroon colour shows
who do not agree.

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 Type of Card Graph

Cards Users

Sim Card 15

Cash cards 85

Table 4.12

Cards
90 85
80

70

60

50

40

30

20 15
10

0
Sim Card Cash cards

Column2

Chart 4.12

Interpretation

Cash cards seemed quite popular among the people interviewed. 85% of the total mobile users were
having cash card connections. This means that the cash cards should be easily and readily available in the
local markets. Airtel should make sure that Magic is available in each and every nook and corner of the
market. 15% of the people were having sim connections which is the regular bill.

Advertisement

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Type of advertisement you most like in AIRTEL

 Audio Visual
 Print
 Audio
Advertisement Users

Audio 20

Audio Visual 58

Print 22

Table 4.13

Advertisement
9
8
7
6
5
4 8.2

3
2
3.2
1
1.4
0
Audio Visual Print Audio

Advertisement

Chart 4.13

Interpretation

It can be seen from the above data that audio visual advertisements are still the best mode of reaching
the consumers and influence them.

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 Findings & Suggestions

Findings

 Airtel is a very successful brand in India as it covers a wide network and is still one of the
best still in network coverage and stands one of the best network in the world and has
covers major of the population coverage.

 There is still scope of improvement as some of the rural and remote areas are not till
covered by any service provider and the company is shifting its focus towards them as
well to reach a wide area and generate loyal customers.

 Business houses are the major users of Airtel as it is better than all other network’s in
broadband coverage and plans are better than any.

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  Airtel focuses on its customer’s satisfaction but it can provide some more relaxation to its users
and provide some more incentives for its dealers so that they can be more loyal towards the
company and market it better.

 Company is undertaking extensive promotional activities like advertisements released in

different Medias to create brand awareness in target pulling areas like campuses etc. Free
samples should be distributed among the prospects like free recharge or sims & sales promotion
tools like gifts, contests and coupons must be given to retailers as well as customers and

prospects. Catalogues should be distributed among customers .

 The company is focusing more on the Youth & the untapped areas of the country like rural areas
to hold a strong position in the country and prosper further.

 Company has shifted to its concern to one of the most influential target market i.e.
YOUTH as population concern more on the youth as they consist majority of the
population in the country and are most spenders in today’s age.

 Airtel provides value added packs for its heavy users as to retain them as postpaid
connections are on the rise as compared to prepaid.

 It is used mainly for its mobile network coverage across the globe as it covers a huge area
so its connectivity is high and the goodwill factor comes into play.

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 SUGGESTIONS

 Following are the few suggestions to AIRTEL for improving the market share and image of the

products concerned.

 Modification must be brought about in AIRTEL, in terms of quality. Its demand should be

increased and provides its consumer with value added services as to retain them.

 In today’s age the brand must focus on other areas to market it like Malls, theatre and crowed
area to get attention and market it and gather audience interest.

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  Most of the respondents are satisfies with the services provided by Airtel to mobile user steps to
be taken to make customers more satisfied but many are still not aware of phone plus facility and
steps are to be taken to popularize it.

 Many of the respondents are not satisfied with the features provided to prepaid users as
compared to Landline users.

Conclusion

Airtel is a very successful brand in India & providing customer satisfaction is to be there main
motive.Provides Internet access on the move as people are more dependent on it in their daily
lives like wide network and good 3G services.

Airtel possesses congestion free & wide network, unique value added & customer services.

Providing customer satisfaction is the most crucial step of the company as they are to be
satisfied and provides Internet access on the move such as Wide network and good 3G services
as they are important and technology advanced stuff required by almost everybody in today’s
environment,

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 Airtel is a home brand and a very successful brand in India and overseas and one of the most
successful brands still to date. It possesses congestion free & wide network, unique value added
& customer services to cover one of the widest areas.

From the details it can be concluded that 70% of Airtel users preferred to remain with Airtel. Also good
number of users who were willing to switch from their respective subscribers showed interest in Airtel.
Hence, these statistics imply a bright future for the company. Also the company is used mainly by
executives who want wide coverage for their operations but the problem of customer satisfaction still
persists with the company and cause of its lacking new customers.

Connectivity is the backbone of the company and it is still the reason why consumers use it and
the most users of the company fall in the youth category and are now using postpaid services as
they are aware of the services provided as the youth is the main target of major of companies as
the country mainly comprises of them.

ANNEXURE

 QUESTIONNAIRE

 NAME:
 ADDRESS:
 OCCUPATION:

1. Are you an Airtel customer?

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  Yes
 No

7. What is your age?

 15-21 years
 21-28 years
 28-35 years
 35-60 years

1. Do you think that Airtel tariff plans are better than others?

 Yes
 No

2. Which service do you use of Airtel?

 Mobile service
 Internet
 DTH
 Other

3. Which was your first choice of cellular service when you want to use mobile phone?

 AIRTEL
 HUTCH
 IDEA
 RELIANCE
 TATA INDICOM
 OTHERS

4. How did you know about AIRTEL cellular service?

 Friends

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  Advertisements
 Relatives
 Other Sources

5. Which feature of AIRTEL convinced you to use AIRTEL?

 Advertisements
 Connectivity
 Schemes
 Goodwill

6. Which feature of AIRTEL is better than your previous cellular service?

 Advertisements
 Connectivity
 Schemes

8. Which type of advertisement you most like in AIRTEL?

 Audio Visual
 Print
 Audio

9. Which celebrity you like very much in AIRTEL?

 Sachin Tendulkar
 Shahrukh khan
 Kareena kapoor
 A.R. Rehman

10. What is your occupation?

 Student
 Household
 Professional

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  Other

12. What type of Airtel service you use?

 Postpaid
 Prepaid

13. How did you come to know about Airtel?

 Friend
 Dealer
 Advertisement
 Other

14. What makes Airtel different from others?

 Connectivity
 Tariff plans
 New schemes
 Other

15. What is your satisfaction level with Airtel?

 Fully
 Partially
 Disatisfied
 Fully dissatisfied

16. How much is your monthly expenses?

 500 - 1000
 1000 – 2000
 2000 & above

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 Bibliography

In this project report, while finalizing and for analyzing quality problem in details the
following Books, Magazines/Journals and Web Sites have been referred. All the material
detailed below provides effective help and a guiding layout .

t while designing this text report.

 Books :

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  Kothari. C.R (2004): Research Methodology Methods & Techniques‟, New Age International
Publishers, New Delhi, 2nd Edition.

 Richard I. Levin, David S. Rubin (2004): „Statistics for Management‟, Prentice Hall of India
Private Limited, New Delhi, 7th Edition.

 Principles of Marketing –Philip Kotler & Kevin edition 12

 Market Research – D.D. Sharma

 Research Methodology – C.R. Kothari

 Websites:

 www.Airtelworld.com

 www.google.com

 www.info-matic.com

 http://en.wikipedia.org/wiki/Bharti_Airtel

 http://wirelesstelecom.wordpress.com/2013/11/11/swot-analysis-of-indias-largest- mobile-
telecom-operator-bharti-airtel/

 http://www.ukessays.com/essays/marketing/history-about-the-generic-strategies-
marketing-essay.php

 http://www.themediaant.com/airteladvertising

 http://mythbhagat.blogspot.in/2009/04/successful-sales-and-distribution.html

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