kailash CERTIFICATE

This is to certify that TEAM A students of Maharshi Dayanand University,Rohtak,has prepared academic report entitled Critical analysisofcustomerdecisionmakingprocess.Undermyguidance. He has fulfilled all requirement leading to award of the degree of MBA(industryintegrated)thisreportistherecordofbonafideresearch undertaken by him and no partofithas been submitted to any other Universityoreducationinstitutionforawardofanyotherdegree. Iwishherallsuccessinlife.

Faculty Guide
PROF.AJAY PATOLE

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DECLARATION
We TEAM A hereby declare that, with exception of the suggestion and guidance from guide, Prof,Ajay Patol this project work titled Critical analysis of customer

behaviorofAIRTELLtd This my own work. This dissertation as one, which is substantially the same as this has not been by me for any other examination of this university or any other University.

Place :-Nagpur Date :- __________

MR.PAVAN.L.HOLE MR.RAHUL HEDAOO

MS VARSHAWAHANE

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ACKNOWLEGEMENT Completing a task is never a one-man effort. It is often the result of valuable contribution of individuals in direct and indirect manner that helps in achieving an objective. It is the indeed a great pleasure and movement of immense satisfaction for me to express my profound gratitude towards my guide Prof. AJAY PATOLE of
GURUGRAM BUSINESS SCHOOL, PARDI NAKA, NAGPUR

, I take pride to thank him for his able guidance and time to time attention that was bestowed on me right for the inception to the successful completion of the project Also, my heartful thanks to all respondents and friend who directly and indirectly helped me completing this project report.
I am also thankful to all such people, the name of whom haven't appeared hear but without their help this project wouldn't have been completed

MR PAVAN HOLE MR.RAHUL HEDAOO MS VARSHA WAHANE

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INDEX
CHPTER NO. 1 CONTENTS INTRODUCTION
12

PAGE NO
6-11

IMPORTANCE AND OBJECTIVES

13

HYPOTHESIS
14

RESEARCH METHODOLOGY DATA ANALYSIS AND INTERPRETATION

15-23

24-25

6 7

FINDINGS AND CONCLUSION LIMITATIONS ANNEXTURE

26

BIBLIOGRAHY

LIST OF TABLES ,GRAPHS AND DIAGRAMS

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TABLE NO. 1

TABLES

PAGE NO

USAGE PERIOD OF RESPONDENTS SERVEYED

NETWORK SATISFACTION FOR AIRTEL USERS SATISFACTION FOR TARRIF CHARGED BY AIRTEL

SATISFACTION FOR VARIOUS NEW SCHEMES

SATISFACTION FOR CUSTOMER CARE SERVICES

REFERENCE FOR AIRTEL IF PROVIDED WITH BETTER OPTION TO AIRTEL SHALL CUSTOMERS SWITCH TO OTHERS ? OVERALL RATING FOR AIRTEL

CHAPTER NO 1

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INTRODUCTION
ISTORY OF TELECOM INDUSTRY IN INDIA

The history of telephone services in India found its beginning when a 50-line manual telephone exchange was commissioned in Kolkata in the year 1882 in less than five years after Alexander Graham Bell invented the telephone. While India became independent in the year 1947, the country had about 82,000 telephone connections, which slowly rose up to 3.05 million by the year 1984. The telecom sector in India was a government monopoly until the year 1994 when liberalization was gradually unrolled. For the first time, cellular services were launched in India in Kolkata in the year 1995. An Overview of the Telecommunication Industry in India Talking of telecommunications sector in India today, we can primarily identify two segments namely Fixed Service Provider (FSPs) and Cellular Services. Some of the essential and basic telecom services forming part of Indian telecom industry include telephone, radio, television and Internet. Telecom industry in the country lays a special emphasis on some of the advanced and the latest technical innovations like GSM( Global System for Mobile Communications), CDMA(Code Division Multiple Access), PMRTS(Public Mobile Radio Trunking Services), Fixed Line and WLL(Wireless Local Loop ). Especially, India has a flourishing market in GSM mobile service, while the number of subscribers is on rapid and dramatic increase. The Indian telecommunications industry boasts as being one among the most rapidly growing chunks on the globe. Experts around the world estimate that India holds the promise of emerging as the second largest telecom market of the world. Figures published by the Telecom Regulatory Authority of India (TRAI), reveal that the number of telecom connection subscribers in India reached 562.21 million in December 2009, marking a 3.5 percent increase over the number 543.20 million reported in November 2009. This figure indicates that the average teledensity (number of telephones per 100 persons) has gone up to 47.89.
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On account of a dramatic increase in the earnings from mobile and landline connections, the telecom industry in India made revenue of US$ 8.56 billion during the quarter ending on December 31, 2009 thereby witnessing a recovery from the economic downturn. Business Monitor International has stated that at present, India is adding up about 810 million mobile subscribers every succeeding month. Estimates have revealed that by June2012, almost half Indias population will be in possession of a mobile phone. This will result in about 612 million mobile subscribers, making up a teledensity of about 51 per cent by the year 2012. Over and above, a study undertaken by Nokia has brought out that the communications sector will grow as the single largest chunk of the Indias GDP making up about 15.4 per cent by the year 2014. Estimates made in February 2009 show that the Indian equipment market valued at US$ 24 billion, while Nokia was glowing as the market leader reporting more than US$ 3.4 billion revenues in 2008-09. Ericsson followed Nokia with revenue of about US$ 2.11 billion. The latest reports published by Evalueserve state that the availability of the 3G spectrum has given hopes of finding about 275 million Indian subscribers using 3Genabled services. This will take up the number of 3G-enabled handsets to reach near to 395 million by the end of 2013. A Frost & Sullivan industry analyst has predicted that by the year 2012, revenues from fixed line subscriptions in India will reach up to US$ 12.2 billion, while the revenue from mobile connections will reach up to US$ 39.8 billion. In a significant step taken to boost up the auction of 3G spectrum, the Indian Government has permitted prospective bidders to call for short-term funds from the domestic market in the country, while allowing refinancing out of external commercial borrowings (ECBs) within a period of 12 months. Estimates show that the government can mop up US$ 7.53 billion from the auction of 3G spectrum to be completed shortly. The reserve price has been fixed at US$ 753.74 million.
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BSNL, the state-managed telecom operator has introduced 3G services in more than 318 cities benefitting 856,000 subscribers. BSNL has been venturing to cross more than 400 cities in the near future eventually rolling this service across 760 cities by September 2010. While the debate on 3G is seen continuing, TRAI has already started consulting on the next higher level of telecom services. 4G or the fourth generation enables downloads faster than all the earlier versions. Today, India is the largest market in the world adding up a dramatic number of about 20 million mobile subscriber lines every month in an average. On the other hand, the number of landlines is found gradually decreasing. At the end of the first quarter in 2010, we find that the overall telecom subscriber penetration has gone up by more than 52 %. Though this might occur as a relatively low volume compared with a number of other nations, this comes as a quantum leap noting the figures recorded a few years back. Mumbai and Delhi (NCR) enjoy the status among a few other metro areas around the globe boasting of more than 25 m mobile subscribers in each of these regions. At present, The FDI cap in the telecom sector in India is 74 %. In a recent move, UKs Vodafone Group has purchased a 52 % stake in Hutchison Essar, the fourth largest mobile service provider in the country. Bharti Airtel has the credit of being the first Indian operator to cross a subscriber base of 50 million. It is predicted that mobile number portability (MNP) will be available throughout India by the second quarter of 2010, initially in the cities of Chennai, Delhi, Kolkata and Mumbai, the four metros of India. Also, 3G (third generation) mobile services are found being introduced in all the major cities across the nation. The country has auctioned three 3G spectrum slots to private bidders. However, the number of subscribers for broadband connections is increasing at a slow pace.

INDUSTRY PROFILE OF THE ORGANISATION Bharti Airtel Limited

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(NSENSENSE
BSEBSEBSE

: BHARTIARTLBHARTIARTLBHARTIARTL : 532454532454532454

), commonly known as airtel, is an Indian company that operates in 19 and the Channel , AfricaAfricaAfrica

telecommunicationstelecommunicationstelecommunications countries across South AsiaSouth AsiaSouth Asia in all countries, providing 2G2G2G or 3G3G3G

IslandsChannel IslandsChannel Islands . It operates a GSM networkGSM networkGSM network services depending upon the country of operation. Airtel is the fifth largest telecom operator in the worldfifth largest telecom operator in the worldfifth largest telecom operator in the world with over 207.8 million subscribers across 19 countries at the end of 2010. It is the largest cellular service providerlargest cellular service providerlargest cellular service provider in IndiaIndiaIndia , with over 152.5 million subscribers at the end of 2010.[2][2][2] Unicom .. Airtel is the 3rd largest in-country mobile operator by subscriber and China UnicomChina UnicomChina base, behind China MobileChina MobileChina Mobile

Airtel also offers fixed line services and broadband services. It offers its telecom services under the Airtel brand and is headed by Sunil Bharti MittalSunil Bharti
MittalSunil Bharti Mittal . Bharti Airtel is the first Indian telecom service provider to achieve this Cisco Gold Certification. To earn Gold Certification, Bharti Airtel had to meet rigorous standards for networking competency, service, support and customer satisfaction set forth by CiscoCiscoCisco .[3][3][3] The company also provides land-line telephone services and broadband Internet access (DSL) in over 96 cities in India. It also acts as a carrier for national and international long distance communication services. The company has a submarine cable landing station at Chennai, which connects the submarine cable connecting ChennaiChennaiChennai and SingaporeSingaporeSingapore .

It is known for being the first mobile phone company in the world to outsource everything except marketing and sales and finance.
Its network (base stations, microwave links, etc.) are maintained by EricssonEricssonEricsson , Nokia Siemens NetworkNokia Siemens NetworkNokia Siemens Network and HuaweiHuaweiHuawei .,[4][4][4] business support by IBMIBMIBM and transmission towers by another company (Bharti Infratel Ltd. in India).[5][5][5] Ericsson agreed for the first time, to be paid by the minute for installation and maintenance of their equipment rather than being paid up front. This enabled the company to provide pan-India phone call rates of Rs. 1/minute (U$0.02/minute). Call rates have come down much further.[6][6][6] During the last financial year [2009-10], Bharti has roped in a strategic partner Alcatel-LucentAlcatel-LucentAlcatel9

kailash Lucent to manage the network infrastructure for the Telemedia Business.

Airtel is the 5th largest mobile operator in the world in terms of subscriber base and has a commercial presence in 19 countries and the Channel IslandsChannel
IslandsChannel Islands . Its area of operations include:

The Indian SubcontinentIndian SubcontinentIndian Subcontinent :

o Airtel Bangla , in Bangladesh o Airtel (India) , in India o Airtel Sri Lanka , in Sri Lanka

Airtel Africa , which operates in 16 African countries: o Burkina Faso , ChadChadChad , Democratic Republic of the CongoDemocratic Republic of the CongoDemocratic Republic of the Congo , Republic of the CongoRepublic of the CongoRepublic of the Congo KenyaKenyaKenya NigerNigerNiger , GabonGabonGabon , GhanaGhanaGhana , MalawiMalawiMalawi , , , MadagascarMadagascarMadagascar , NigeriaNigeriaNigeria

, SeychellesSeychellesSeychelles

, Sierra

LeoneSierra LeoneSierra Leone , TanzaniaTanzaniaTanzania , UgandaUgandaUganda and ZambiaZambiaZambia .

The British Crown DependencyCrown DependencyCrown Dependency islands of Jersey and

Guernsey, under the brand name Airtel-VodafoneAirtel-VodafoneAirtel-Vodafone , through an agreement with VodafoneVodafoneVodafone .

Subscriber Base Bharti Airtel has about 207.8 million subscribers worldwide - 152.5 million in India, 50.3 million are in Africa, 3.2 million in Bangladesh and 1.8 million in Sri Lanka as of the end of 2010. The numbers include mobile services subscribers in 19 countries and Indian Telemedia services and Digital services subscribers Acquisitions and Mergers MTN In May 2008, it emerged that Bharti Airtel was exploring the possibility of buying the MTN GroupMTN GroupMTN Group , a South AfricaSouth AfricaSouth Africa -based
telecommunications company with coverage in 21 countries in AfricaAfricaAfrica 10 and the

kailash Middle EastMiddle EastMiddle East . The Financial TimesThe Financial TimesThe Financial Times reported that Bharti was considering offering US$45 billion for a 100% stake in MTN, which would be the largest overseas acquisition ever by an Indian firm. However, both sides emphasize the tentative nature of the talks, while The EconomistThe EconomistThe Economist magazine noted, "If anything, Bharti would be marrying upmarrying upmarrying up ," as MTN has more subscribers, higher revenues and broader geographic coverage.[18][18][18] However, the talks fell apart as MTN group tried to reverse the negotiations by making Bharti almost a subsidiary of the new company.[19]

In May 2009, Bharti Airtel again confirmed that it is in Talks with MTN and companies have now agreed discuss the potential transaction exclusively by July 31, 2009.[20][20][20] Bharti Airtel said in a statement "Bharti Airtel Ltd is pleased to announce that
it has renewed its effort for a significant partnership with MTN Group".[21]

Talks eventually ended without agreement, due to the South African government opposition.[22] Zain In March 2010, Bharti struck a deal to buy the Kuwait firm's mobile operations in 15 African countries, in India's second biggest overseas acquisition after Tata Steel's $13 billion buy of Corus in 2007. Bharti Airtel completed its $9 billion acquisition of African operations from Kuwait's Zain, making the firm the world's No. 5 wireless carrier by subscribers. Re branding On 18 November 2010, Airtel re branded itself in India in the first phase of a global re branding strategy. The company unveiled a new logo with 'air tel' written in lower case. Designed by London-based brand agency, Brand Union, the new logo is the letter 'a' in lowercase, with 'airtel' written in lowercase under the logo.[23][23][23]
On November 23, 2010, Airtel's Africa operations were re branded to 'airtel'. SriLanka followed on November 28, 2010 and on December 20, 2010, Warid Telecom re branded to 'airtel' in Bangladesh.

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CHAPTER 2

OBJECTIVES
This study has been conducted with very small sample base of around 30 respondents in order to asses the level of satisfaction of all existing customer base thus the main objectives of the research is To assess consumer satisfaction for airtel ltd. Since airtel has subscriber base of more than 152 million in India, To find out what customers feel about the services offered by Airtel.ltd. To gain insight into the strategies of the airtel to retain its existing subscriber base as well as to attract new users in current market where MNP is threat to all telecoms operators.

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CHAPTER 3

HYPOTHESIS
While conducting this study we assumed that about 90%of the subscriber base of the airtel is fully satisfied with the service provided by airtel.
HYPOTHESIS-MORE THAN 90% OF THE USERS ARE SATISFIED.

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CHAPTER 4

RESEARCH METHODOLOGY
The data collected for this project is prominently of primary nature.this was collected with the help of questionnaire method and interview method . For this study we had made selection of 30 people who are already using the airtel services through accidental sampling. While selecting these users we had ensured that our sample covers people from all field i.e. students,professional,business class people etc. All the respondents were asked about 10 different questions and their responses were recorded accordingly. We asked all these questions trough structure questionnaire which has been enclosed at the end of the report. In this way we collected primary data. In this study we also made use of secondary data which we procured from company website,magazines,newspapers,blogs etc. In this way we made use of both primary and secondary data for this research study.

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CHAPTER 5

DATA ANALYSIS AND INTERPRETATION

USAGE PERIOD OF RESPONDENTS SERVEYED TABLE NO 1

USAGE PERIOD(YEARS) 0 TO 1 16 1 TO 5 5 TO 10
GRAPH NO 1

10 4

This graph shows the no of usage period of airtel telecom services out of people
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serveyed. NETWORK SATISFACTION FOR AIRTEL USERS TABLE NO 2

NETWORK SATISFACTION YES 25 NO INDIFFERENT 2 3

GRAPH 2

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SATISFACTION FOR TARRIF CHARGED BY AIRTEL TABLE3

TARIFF SATISFACTION YES NO INDIFFERENT 2 22 6

GRAPH NO 3
TARIFF SATISFACTION
25 NO OF RESPONDENTS 20 15 10 5 0 yes no RESPONSE indiffernt

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SATISFACTION FOR VARIOUS NEW SCHEMES TABLE NO 4

SATISFACTION FOR NEW SCHEMES AVERAGE 22 GOOD VERY GOOD OUTSTANDING 6 2 0

GRAPH NO 4
SATISFACTION FOR NEW SCHEMES
NO OF RESPONDENTS 25 20 15 10 5 0
D AV ER AG E O D G O O AN D O U TS T G O IN G

RESPONSE

18

VE R

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SATISFACTION FOR CUSTOMER CARE SERVICES TABLE NO 5

SATISFACTION CUSTOMER CARE SERVICES AVERAGE 6 GOOD VERY GOOD OUTSTANDING 14 4 6

GRAPH NO 5

SATISFACTION FOR CUSTOMER CARE SERVICE

16 NO OF RESPONDENTS 14 12 10 8 6 4 2 0
D AV ER AG E O D G O O AN D O U TS T G O IN G

RESPONSE

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VE R

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REFERENCE FOR AIRTEL

TABLE NO 6

CUSTOMER REFERENCE VODAFONE 2 RELIANCE AIRTEL UNINOR 3 22 3

GRAPH NO 6

CUSTOMER REFERENCE
NO OF RESPONDENTS 25 20 15 10 5 0 VODAFONE RELIANCE AIRTEL UNINOR

OPERATORS

IF PROVIDED WITH BETTER OPTION TO AIRTEL SHALL CUSTOMERS

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SWITCH TO OTHERS? TABLE NO 7

CUSTOMER PREFERENCE FOR AIRTEL YES 22 NO INDIFFERENT

GRAPH NO 7

4 4

CUSTOMER REFERENCE
NO OF RESPONDENTS 25 20 15 10 5 0
RE NT IN DI F FE YE S NO

RESPONSE

OVERALL RATING FOR AIRTEL

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TABLE NO 8 RESPOSES USAGE PERIOD NETWORK SATISFACTION TARIFF SATISFACTION NEW SCHEMES SATISFACTION CUSTOMER CARE SATISFACTION CUSTOMER REFERENCE FOR AIRTEL CUSTOMER PREFERENCES TOTAL WEIGHTAGE 15 20 10 10 20 15 NO OF RESPONDENTS 16 25 22 22 14 22

10 100

22

WEIGHTED AVERAGE WITH THE HELP OF EXCEL

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WEIGHTAGE

NO OF RESPONDENTS

19.88889

15 20 10 10 20 15 10 100

16 25 22 22 14 22 22

THIS TABLE SHOWS THAT AROUND 20 PEOPLE SURVEYED WERE OVERALL SATISFIED .THIS MEANS ABOUT 66% PERCENT PEOPLEARE SATISFIED

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CHAPTER NO 6

FINDINGS AND CONCLUSION

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CHAPTER NO 7

LIMITATIONS
while conducting this study we stumbled upon several problems these problems were LIMITED TIME: This study was conducted under time constraints as we had to finish it within 6-7 days. LIMITED MANPOWER: This study was conducted with only 3 people , which we feel was really difficult to for doing this study. LIMITED SAMPLE: Given 152mn subscriber base of airtel it was very difficult to cover such a huge subscribers so we selected only 30 samples with accidental sampling method. LIMITED GEOGRAPHIC AREA: We conducted this study under limited geographic area.

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ANNEXTURE
QUESTIONAIRE
NAME OCCUPATION MOB M/F AGE

!) DO YOU USE MOBILE PHONES ? a) YES b) NO

2) HOW LONG YOU HAVE BEEN USING THIS OPERATORS SERVICE ? a) 0-1yr b)1-5yrs c)5-10yrs d)more than 10yrs

3)ARE YOU HAPPY WITH THE AIRTEL NETWORK. a) YES b)NO d)indifferent

4 )ARE YOU HAPPY WITH THE TARRIF CHARGES OF THE COMPANY. a) YES b)NO c)indifferent

5) YOUR SATISFACTION FOR THE NEW SCHEME LAUNCHES OF THE AIRTEL. a) AVERAGE b)GOOD c)VERY GOOD d)OUTSTANDING

6) YOUR SATISFACTION FOR AIRTELS CUSTOMER CARE SERVICE. 27

kailash a) AVERAGE b)GOOD c)VERY GOOD d)OUTSTANDING

7) WOULD YOU REFER THIS OPERATOR TO YOUR FRIENDS AND RELATIVES? a)YES b)NO c)indifferent

8) IF PROVIDED WITH BETTER OPTION TO AIRTEL WILL YOU SWITCH TO NEW OPERATOR. a)YES b)NO c)indifferent

9) YOUR OVERALL RATING FOR AIRTEL. a)AVERAGE b)GOOD c)VERY GOOD d)OUTSTANDING

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BIBLIOGRAPHY
We feel proud to make this report with the help of all primary and secondary data. As we already mentioned that we made use of QUESTIONNAIRES COMPANY WEBSITES GOOGLE TIMES OF INDIA NEWS PAPER

NOTE: WHILE ANALYZING THE DATA GIVEN IN THIS STUDY WE MADE USE OF WEIGHTEDAVERAGE METHOD WHICH WE FOUND SUITABLE HERE TO ARRIVE AT SATISFACTORY SOLUTION.

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