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This is to certify that TEAM A students of Maharshi Dayanand University,Rohtak,has prepared academic report entitled “Critical analysis of customer decision making process”. Under my guidance. He has fulfilled all requirement leading to award of the degree of MBA(industry integrated) this report is the record of bonafide research undertaken by him and no part of it has been submitted to any other University or education institution for award of any other degree. I wish her all success in life.
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
behavior of AIRTEL Ltd 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
kailash ACKNOWLEGEMENT Completing a task is never a one-man effort. I am also thankful to all such people. AJAY PATOLE of GURUGRAM BUSINESS SCHOOL. NAGPUR . It is often the result of valuable contribution of individuals in direct and indirect manner that helps in achieving an objective. 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.RAHUL HEDAOO MS VARSHA WAHANE 3 . my heartful thanks to all respondents and friend who directly and indirectly helped me completing this project report. PARDI NAKA. It is the indeed a great pleasure and movement of immense satisfaction for me to express my profound gratitude towards my guide Prof. the name of whom haven't appeared hear but without their help this project wouldn't have been completed MR PAVAN HOLE MR.
1 CONTENTS INTRODUCTION 12 PAGE NO 6-11 2 IMPORTANCE AND OBJECTIVES 13 3 HYPOTHESIS 14 4 RESEARCH METHODOLOGY DATA ANALYSIS AND INTERPRETATION 15-23 5 24-25 6 7 FINDINGS AND CONCLUSION LIMITATIONS ANNEXTURE 26 BIBLIOGRAHY LIST OF TABLES .GRAPHS AND DIAGRAMS 4 .kailash INDEX CHPTER NO.
kailash TABLE NO. 1 TABLES PAGE NO USAGE PERIOD OF RESPONDENTS SERVEYED 2 NETWORK SATISFACTION FOR AIRTEL USERS SATISFACTION FOR TARRIF CHARGED BY AIRTEL 3 4 SATISFACTION FOR VARIOUS NEW SCHEMES 5 SATISFACTION FOR CUSTOMER CARE SERVICES 6 REFERENCE FOR AIRTEL IF PROVIDED WITH BETTER OPTION TO AIRTEL SHALL CUSTOMERS SWITCH TO OTHERS ? OVERALL RATING FOR AIRTEL 7 8 CHAPTER NO 1 5 .
5 percent increase over the number 543. marking a 3. Some of the essential and basic telecom services forming part of Indian telecom industry include telephone. PMRTS(Public Mobile Radio Trunking Services). 6 . CDMA(Code Division Multiple Access). The telecom sector in India was a government monopoly until the year 1994 when liberalization was gradually unrolled. television and Internet. Figures published by the Telecom Regulatory Authority of India (TRAI). radio. An Overview of the Telecommunication Industry in India Talking of telecommunications sector in India today. cellular services were launched in India in Kolkata in the year 1995. which slowly rose up to 3. This figure indicates that the average teledensity (number of telephones per 100 persons) has gone up to 47.20 million reported in November 2009. the country had about 82.89.kailash 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. The Indian telecommunications industry boasts as being one among the most rapidly growing chunks on the globe. Especially.21 million in December 2009. 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). While India became independent in the year 1947. while the number of subscribers is on rapid and dramatic increase. Experts around the world estimate that India holds the promise of emerging as the second largest telecom market of the world.05 million by the year 1984. Fixed Line and WLL(Wireless Local Loop ).000 telephone connections. we can primarily identify two segments namely Fixed Service Provider (FSPs) and Cellular Services. For the first time. reveal that the number of telecom connection subscribers in India reached 562. India has a flourishing market in GSM mobile service.
53 billion from the auction of 3G spectrum to be completed shortly.2 billion. Estimates have revealed that by June2012. A Frost & Sullivan industry analyst has predicted that by the year 2012. India is adding up about 810 million mobile subscribers every succeeding month. the telecom industry in India made revenue of US$ 8.4 per cent by the year 2014. This will take up the number of 3G-enabled handsets to reach near to 395 million by the end of 2013. 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. Estimates made in February 2009 show that the Indian equipment market valued at US$ 24 billion. the Indian Government has permitted prospective bidders to call for short-term funds from the domestic market in the country. Over and above. while allowing refinancing out of external commercial borrowings (ECBs) within a period of 12 months.74 million.4 billion revenues in 2008-09. 7 . In a significant step taken to boost up the auction of 3G spectrum. while Nokia was glowing as the market leader reporting more than US$ 3. 2009 thereby witnessing a recovery from the economic downturn.8 billion.kailash On account of a dramatic increase in the earnings from mobile and landline connections.56 billion during the quarter ending on December 31. a study undertaken by Nokia has brought out that the communications sector will grow as the single largest chunk of the Indiaâ€™s GDP making up about 15. This will result in about 612 million mobile subscribers.11 billion. Business Monitor International has stated that at present. making up a teledensity of about 51 per cent by the year 2012. Estimates show that the government can mop up US$ 7. Ericsson followed Nokia with revenue of about US$ 2. almost half Indiaâ€™s population will be in possession of a mobile phone. while the revenue from mobile connections will reach up to US$ 39. revenues from fixed line subscriptions in India will reach up to US$ 12. The reserve price has been fixed at US$ 753.
the number of subscribers for broadband connections is increasing at a slow pace. Kolkata and Mumbai. On the other hand. Though this might occur as a relatively low volume compared with a number of other nations. In a recent move. However. the fourth largest mobile service provider in the country. While the debate on 3G is seen continuing. The FDI cap in the telecom sector in India is 74 %. Today. BSNL has been venturing to cross more than 400 cities in the near future eventually rolling this service across 760 cities by September 2010.kailash BSNL. 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. 3G (third generation) mobile services are found being introduced in all the major cities across the nation. TRAI has already started consulting on the next higher level of telecom services. Bharti Airtel has the credit of being the first Indian operator to cross a subscriber base of 50 million. At the end of the first quarter in 2010. the four metros of India. The country has auctioned three 3G spectrum slots to private bidders. initially in the cities of Chennai.000 subscribers. we find that the overall telecom subscriber penetration has gone up by more than 52 %. the number of landlines is found gradually decreasing. It is predicted that mobile number portability (MNP) will be available throughout India by the second quarter of 2010. the state-managed telecom operator has introduced 3G services in more than 318 cities benefitting 856. Delhi. Also. UK’s Vodafone Group has purchased a 52 % stake in Hutchison Essar. At present. INDUSTRY PROFILE OF THE ORGANISATION Bharti Airtel Limited 8 . this comes as a quantum leap noting the figures recorded a few years back. 4G or the fourth generation enables downloads faster than all the earlier versions. 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.
02/minute). During the last financial year [2009-10]. Bharti has roped in a strategic partner Alcatel-LucentAlcatel-LucentAlcatel9 . which connects the submarine cable connecting ChennaiChennaiChennai and SingaporeSingaporeSingapore . Bharti Airtel had to meet rigorous standards for networking competency. To earn Gold Certification. Unicom .kailash (NSENSENSE BSEBSEBSE : BHARTIARTLBHARTIARTLBHARTIARTL : 532454532454532454 . It operates a GSM networkGSM networkGSM network services depending upon the country of operation. It also acts as a carrier for national and international long distance communication services.. ). AfricaAfricaAfrica telecommunicationstelecommunicationstelecommunications countries across South AsiaSouth AsiaSouth Asia in all countries. service. to be paid by the minute for installation and maintenance of their equipment rather than being paid up front.. 1/minute (U$0. in India).5 million subscribers at the end of 2010. is an Indian company that operates in 19 and the Channel . It is known for being the first mobile phone company in the world to outsource everything except marketing and sales and finance. The company also provides land-line telephone services and broadband Internet access (DSL) in over 96 cities in India. microwave links.8 million subscribers across 19 countries at the end of 2010. It offers its telecom services under the Airtel brand and is headed by Sunil Bharti MittalSunil Bharti MittalSunil Bharti Mittal . 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. Its network (base stations. Airtel is the 3rd largest in-country mobile operator by subscriber and China UnicomChina UnicomChina base.) are maintained by EricssonEricssonEricsson . Ericsson agreed for the first time. Bharti Airtel is the first Indian telecom service provider to achieve this Cisco Gold Certification. business support by IBMIBMIBM and transmission towers by another company (Bharti Infratel Ltd. with over 152. It is the largest cellular service providerlargest cellular service providerlargest cellular service provider in IndiaIndiaIndia . This enabled the company to provide pan-India phone call rates of Rs. Call rates have come down much further. Nokia Siemens NetworkNokia Siemens NetworkNokia Siemens Network and HuaweiHuaweiHuawei . behind China MobileChina MobileChina Mobile Airtel also offers fixed line services and broadband services. commonly known as airtel. providing 2G2G2G or 3G3G3G IslandsChannel IslandsChannel Islands . support and customer satisfaction set forth by CiscoCiscoCisco . etc. The company has a submarine cable landing station at Chennai.
5 million in India. Democratic Republic of the CongoDemocratic Republic of the CongoDemocratic Republic of the Congo . under the brand name Airtel-VodafoneAirtel-VodafoneAirtel-Vodafone . a South AfricaSouth AfricaSouth Africa -based telecommunications company with coverage in 21 countries in AfricaAfricaAfrica 10 and the .kailash Lucent to manage the network infrastructure for the Telemedia Business. UgandaUgandaUganda and ZambiaZambiaZambia . GabonGabonGabon . which operates in 16 African countries: o Burkina Faso . TanzaniaTanzaniaTanzania .152. Subscriber Base Bharti Airtel has about 207. MalawiMalawiMalawi . 3. in Sri Lanka • Airtel Africa . NigeriaNigeriaNigeria . in Bangladesh o Airtel (India) . . 50. GhanaGhanaGhana . through an agreement with VodafoneVodafoneVodafone . in India o Airtel Sri Lanka . it emerged that Bharti Airtel was exploring the possibility of buying the MTN GroupMTN GroupMTN Group .3 million are in Africa. • The British Crown DependencyCrown DependencyCrown Dependency islands of Jersey and Guernsey. The numbers include mobile services subscribers in 19 countries and Indian Telemedia services and Digital services subscribers Acquisitions and Mergers MTN In May 2008. SeychellesSeychellesSeychelles . MadagascarMadagascarMadagascar .2 million in Bangladesh and 1. ChadChadChad . . Its area of operations include: • The Indian SubcontinentIndian SubcontinentIndian Subcontinent : o Airtel Bangla . 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 .8 million subscribers worldwide . Sierra LeoneSierra LeoneSierra Leone . Republic of the CongoRepublic of the CongoRepublic of the Congo KenyaKenyaKenya NigerNigerNiger .8 million in Sri Lanka as of the end of 2010.
Designed by London-based brand agency. SriLanka followed on November 28. 11 . while The EconomistThe EconomistThe Economist magazine noted. 2010. Airtel's Africa operations were re branded to 'airtel'. Airtel re branded itself in India in the first phase of a global re branding strategy. In May 2009. which would be the largest overseas acquisition ever by an Indian firm. with 'airtel' written in lowercase under the logo. Re branding On 18 November 2010. both sides emphasize the tentative nature of the talks. 2010.kailash Middle EastMiddle EastMiddle East . the new logo is the letter 'a' in lowercase. "If anything. Warid Telecom re branded to 'airtel' in Bangladesh. On November 23. due to the South African government opposition. Zain In March 2010." as MTN has more subscribers. 2010 and on December 20. Bharti Airtel again confirmed that it is in Talks with MTN and companies have now agreed discuss the potential transaction exclusively by July 31. the talks fell apart as MTN group tried to reverse the negotiations by making Bharti almost a subsidiary of the new company. However. in India's second biggest overseas acquisition after Tata Steel's $13 billion buy of Corus in 2007. However. Brand Union. higher revenues and broader geographic coverage. The company unveiled a new logo with 'air tel' written in lower case. Bharti struck a deal to buy the Kuwait firm's mobile operations in 15 African countries. The Financial TimesThe Financial TimesThe Financial Times reported that Bharti was considering offering US$45 billion for a 100% stake in MTN. 5 wireless carrier by subscribers. Bharti Airtel completed its $9 billion acquisition of African operations from Kuwait's Zain. Talks eventually ended without agreement. Bharti would be marrying upmarrying upmarrying up . 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". making the firm the world's No. 2009.
➢ 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. Since airtel has subscriber base of more than 152 million in India.ltd. ➢ To find out what customers feel about the services offered by Airtel. 12 .kailash 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.
kailash 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. 13 .
We asked all these questions trough structure questionnaire which has been enclosed at the end of the report.newspapers.e. All the respondents were asked about 10 different questions and their responses were recorded accordingly.kailash 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 . In this way we collected primary data. In this study we also made use of secondary data which we procured from company website. students.magazines.professional.business class people etc.blogs etc. In this way we made use of both primary and secondary data for this research study. 14 . 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.
kailash 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 15 .
NETWORK SATISFACTION FOR AIRTEL USERS TABLE NO 2 NETWORK SATISFACTION YES 25 NO INDIFFERENT 2 3 GRAPH 2 16 .kailash serveyed.
kailash 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 17 .
kailash 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 Y .
kailash 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 19 VE R Y .
kailash 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 20 .
kailash 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 21 .
kailash 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 22 .
THIS MEANS ABOUT 66% PERCENT PEOPLEARE SATISFIED 23 .kailash 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 .
kailash CHAPTER NO 6 FINDINGS AND CONCLUSION 24 .
kailash 25 .
which we feel was really difficult to for doing this study.kailash 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 GEOGRAPHIC AREA: We conducted this study under limited geographic area. LIMITED MANPOWER: This study was conducted with only 3 people . 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. 26 .
a) YES b)NO d)indifferent 4 )ARE YOU HAPPY WITH THE TARRIF CHARGES OF THE COMPANY. 27 . a) YES b)NO c)indifferent 5) YOUR SATISFACTION FOR THE NEW SCHEME LAUNCHES OF THE AIRTEL.kailash 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) AVERAGE b)GOOD c)VERY GOOD d)OUTSTANDING 6) YOUR SATISFACTION FOR AIRTELS CUSTOMER CARE SERVICE.
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 28 .
kailash 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. 29 .