Presented By:- Inderpreet Kaur

Trainee (Marketing Department)

AIRTEL (Mohali)
SCOPE OF THE STUDY
The customers targeted are only those
who are using post-paid connection of any
service provider.
This study is confined to the customers of
Tri-city (Chandigarh, Mohali and
Panchkula) and places nearby.
The analysis is done for leading telecom
companies in tri-city i.e. Airtel, Idea and
Vodafone.
The size of sample is 300 respondents.
Both retail (individuals) and corporate
OBJECTIVES OF THE
STUDY
To understand the purchase behavior of
post-paid customers.
To understand the impact of advertisement
on consumers.
To understand the strategies of current
market players and competitors.
To understand the desired demands of the
customers from Airtel.
To know the priority given by consumers to
various service providers.
RESEARCH
METHODOLOGY
SAMPLING  RESEARCH
TECHNIQUE: PERIOD: 3 to 4 weeks
Random Sampling
SAMPLING UNIT:
Corporate and Retail
Customers in Tri-city
and the locations
nearby
SAMPLE SIZE: 300
respondents
DATA COLLECTION
PRIMARY SOURCES: The data has been
collected directly from respondents with
the help of questionnaires.
SECONDARY SOURCES: The secondary
data was collected from internet like
official sites of different service providers,
hoardings, posters, pamphlets etc..
FACTORS AFFECTING
PURCHASE BEHAVIOR
The Demographic factors like:- Occupation,
sex and Monthly Salary.
Role of advertisement and its impact on
consumers.
Usage of text messages, services,
international plans etc.
The 7 most important factors which helps
to understand the preferences of
consumers and also their perception of
various service providers are:-
CONTD.
1) Network coverage
2) Monthly rental
3) Tariff (call charges)
4) Services (VAS)
5) Roaming facilities
6) Customer care
7) Schemes and promos
(Advertisements)
ANALYSIS OF STUDY
Occupation :

The respondents covered are mostly who are employed or

businessmen followed by students with 19% of weight
age.
Monthly income :

Consumers who mostly prefer post-paid connections are

those who earn more than Rs 15,000.
CONTD.
Customers presently using postpaid connection :

The major competition is between Airtel, Idea and

Vodafone.
Using present connection since :

The 66% weight age shows that either the consumers are
satisfied from their service provider or no recent plans
made them to shift from one service provider to another.
CONTD.
Monthly expenses on present connection :

The 70% weight age shows the usage of postpaid

customers.
Number of minutes used in a month:

The minutes mostly utilized by consumers is more than

400 resulting the bill amount exceeding Rs500.
CONTD.
Factors which are affecting the sales of any service
provider are :

A provider’s goodwill and connectivity are majorly responsible

for the maximum sales of the connection.
Priority given by consumers to common services they
avail:
CONTD.
Consumers who think they spending more on the
postpaid connection:

Majority of postpaid customers do accept that they are

paying more according to their usage.
Consumers who think advertisement is the reason to
select any service provider:

59% of respondents accept that they prefer

advertisements as one of the reasons to prefer any
service provider.
CONTD.
Weight age given by consumers to various types of
advertising media:

As it is very clear from the chart that existing users are mostly
responsible for the sales of any service provider.
Percentage of consumers who want to retain their
mobile number by changing service provider:

There are 56% consumers who are willing to change their

present service provider by retaining their present mobile
numbers.
CONTD.
 Preferred service provider by the consumers if they retain
their mobile number:

Airtel is the highest preferred brand by the consumers followed by

Idea and Vodafone.
 Consumers who do not want to change their service
provider: -

This analyze that consumers of Airtel and Idea are

comparatively very satisfied from their respective brands
and therefore they are biggest competitors.
CONTD.
Perception of customers about various service
providers on the basis of priority or brand value:-

Highest position on the basis of brand value is given to

Airtel followed by Vodafone and Idea with a quite close
competition.
CONTD.
Ranking given to factors by the consumers on
the basis of their preference:

The highest priority is the plan i.e. Monthly Rental and

tariffs contributing 44% approx the total followed by
Network Coverage with 22% weight age.
CONTD.
Preference given by consumers on the basis of
network coverage:

Consumers prefer service providers whose network is

well distributed in state followed by local and national
level.
Preference given by consumers on the basis of rental:

Consumers prefer using mid rental plans with full calling

CONTD.
Preference given by consumers while choosing tariffs:

Mostly respondents prefer tariffs keeping local calls in mind

and those in business or corporate also prefer CUG or STD
calls.
Consumer’s preference while choosing local tariff:

While considering local calls, respondents prefer calling same

service provider with lesser call rate or feasible call rate
when they call to any service provider.
CONTD.
Services customer prefer in their post-paid
connections:

Services in demand or holding maximum weight age are call

conference, missed call alert, GPRS etc. because of change
in working formats or technology advancements.
Calling done by consumers to their present service
provider’s customer care in past 3 months:

Calling customer care in a particular time span for same or

different problems reflects the creditability of the service
CONTD.
Preference of customers on the basis of schemes and
promos:

Respondents consulted mostly prefer an add-on

connection or free gift with a purchase of postpaid
connection followed by free activation charges.
When consumers receive promotional calls, they:

Mostly consumers feel that promotional calls they receive

from their service provider are disturbing and they prefer
either disconnecting it or discarding such calls.
PERCEPTION ABOUT
AIRTEL
 Rating of Airtel on various parameters by consumers:

Airtel according to respondents is best known for its network

coverage and customer care service.
 Consumer’s perception on Airtel advertisements:

Mostly respondents like the concept shown in the advertisements

and for some the brand ambassadors are the reason for their
purchase. Also the references of existing users are responsible
for publicity and sales.
CONTD.
Order of media which influences consumers to select
service provider:

According to consumers, television ads, handouts and

newspapers are the most popular mediums preferred by
Airtel to interact and update with latest plans and offers
which is further followed by radio.
Consumers who wish to use Airtel in future:

More than 50% of respondents wish to use Airtel which

includes the existing customers of Airtel also.
AIRTEL CUSTOMERS
REVIEW
Ranking of factors considered by Airtel
customers in order of preference:-

Airtel customers mostly prefer Airtel because of

its best coverage followed by courtesy,
availability and resolution capability of
customer care service.
CONTD.
Preference of Airtel customers on the basis of
network coverage:-

When considering network coverage, Airtel is

known as India’s leading telecom company
because of its availability all over the country
with increasing presence internationally also,
and, therefore, this hold acts as major
strength for the company.
CONTD.
Preference of Airtel customers on the basis of
rentals:-

Airtel customers interacted for the study are those

who are mostly using mid rental plans with full
calling value for their post-paid connection. So,
according to analysis, the sales are mostly
CONTD.
Preference of Airtel customers while choosing
tariff:-

As it is very much clear from the analysis that

Airtel customers prefer tariffs related to local
calls because the plans mostly used by the
customers are mid rentals where the tariff is
the main focus along with special discounts.
E.g. free minutes or free calls of certain value.
CONTD.
Preference of Airtel customers while choosing
local tariff:-

The data analyzed clearly shows the demand of

Airtel brand in the market. Therefore, the plan
demanded or preferred by the customers is
one where the call rate should be reasonable
and with free calling value to Airtel local
numbers at least.
CONTD.
Services preferred by Airtel customers in their
post-paid connection:-

Respondents covered for the study are mostly

businessmen, employed and students. The most
common behaviour noticed is that, they want
instant facilities. So, demand for GPRS, Airtel live,
call conference etc. is quite high with them.
CONTD.
Number of times approximately Airtel
customers calls customer care in last 3
months:-

“CUSTOMER IS KING” and therefore it’s

important to maintain good relations with the
customers. It helps the company to improve
more and gives them vision to look beyond
customer’s expectation and provide them
CONTD.
Preference of Airtel customers on the basis of
schemes and promos:-

Consumers mostly prefer enjoying free gifts

with their mobile connection or they prefer an
additional facility like free calling value to a
family member.
CONTD.
Customers of other service providers who
want to shift to Airtel: -

It is very much clear that customers of its

biggest competitors want to become a part of
Airtel. But the consumer’s demand may not
be completely satisfied by Airtel making them
shift to other service provider.
CONTD.
Airtel customers who want to shift to other
service provider: -

Many Airtel customers want to shift to other

service provider . This may be because
customers might feeling that either they are
paying more than their usage or may be
feeling that other service providers can fulfill
their demand better.
SWOT
ANALYSIS
STRENGTHS:-
WEAKNESSES:-
OPPORTUNITIES:-
THREATS:-
FINDINGS and
CONCLUSIONS
According to the survey, Airtel Punjab is doing
quite well providing their customers the best
quality services.
The survey also shows that maximum numbers
of the customers are satisfied from their mobile
service provider as they are associated with
them from more than one year.
The purchase behaviour depends upon various
factors such as: NETWORK COVERAGE,
MONTHLY RENTAL, TARIFFS, SERVICES,
ROAMING FACILITIES, CUSTOMER CARE AND
SCHEMES & PROMOTIONS / ADVERTISEMENTS.
CONTD.
Airtel provides the best network coverage in state
and country as well.
But when it comes to monthly rentals or tariffs,
Idea place its mark as it provides cheaper plans in
comparison with Airtel and Vodafone.
Various value added services (VAS) are provided
by all the service providers but still Airtel is known
for best quality services.
When roaming is concerned, the biggest
competitor of Airtel is Vodafone. Various special /
discount packs /toppings are floated in market by
the service providers especially focussing on
national and international roaming.
CONTD.
Comparing customer Over all customers
service or schemes / are satisfied from the
promos, Vodafone is plans, discount
the better service packs, services etc.
provider than Airtel. provided by mobile
Consumers are well service providers.
impressed and
convinced from the
advertisements
broadcasted by
Airtel, as
advertisements
provide Brand
RECOMMENDATIONS
Airtel should bring up some plans with lower
monthly rental with nominal call charges but with
additional free minutes or free airtime of amount
same as that of rental.
Plan targeting women population can be a profitable
business.
Special facility should be provided at Airtel
Relationship Centres (ARC), where customers can be
guided about the advantages of post-paid
connection over prepaid connection.
 The demand of national, international, or STD plans
is increasing with corporate as well as retail
customer.
 There should be no compromise on service and
LIMITATIONS
The research is limited to only 300
respondents covering the Tri-city
(Chandigarh, Mohali and Panchkula) and
nearby areas.
The study is based on only Post-paid
consumers.
Comparison is done between the present
leading mobile service providers of Punjab.
The leading service providers of Punjab
are Idea, Airtel and Vodafone, therefore,
CONTD.
This research is based on the present plans
offered by all the service providers and can
change the result obtained from the analyzed
data.
The service provider is free to change their
strategy any time, so this result is temporary
generated from present portfolio of all the
providers.