Presentation on "Customer

preference towards Airtel”

Presented To: Presented By:

Dr. Shelley Gurpreet Singh
Khosla 2114241
MBA 4th sem
 ABOUT AIRTEL

 Bharti Airtel Limited, commonly known as Airtel, is an Indian multinational

telecommunications services company based in New Delhi. It operates in 18
countries across South Asia and Africa, as well as the Channel Islands.
Currently, Airtel provides 4G and 4G+ services all over India and 5G service
in selected cities.
 Founder: Sunil Bharti Mittal
 Founded: 7 July 1995, India
 Headquarters: New Delhi
 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:
 
 Objectives

 To check out the preference of

consumer towards Airtel.

 To find Customer’s requirements.

 To find the problems faced by the

consumers.
 Scope of study
This study helps in finding out the consumer’s preference
towards Airtel and their requirements and problems. The Sample
Size is Limited. So as to give the accurate information regarding
Customer Satisfaction. The scope is very limited, because
attitude & expectations of the people change according to the
time & situation. The study is restricted to Hoshiarpur and that
to among 100 respondents. The study is conducted only for 25
days. Consistency was lacking with regard to the information
given by few customers. The study is restricted to the certain
area, so it could not give whole picture about India.
 Limitations
 Research work was limited to only 100 respondents whereas in reality
the sample universe is too big.
 People think that filling of questionnaire is wastage of time.
 The accuracy of data is doubtful as many of respondents were ignorant
and hesitant towards their response.
 Limited information & Respondent’s unavailability.
 Time pressure
 Lack of customer’s cooperation was a major constraint.
 REVIEW
OF
LITERATURE
YE AUTHOR TITLE DESCRIPTION
AR
202 Aydin and Study on Loyal customers play important role in building businesses by making different
2 Ozer “importance moves like buying more, by paying premium prices and most importantly
of loyal providing companies different sets of new customers by positive word of
customers.” mouth. 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.
202 Pedersen Impact of This is based on the fact that an individual’s decisions and behaviours are not
2 other people made solely by him/her, but rather are influenced by the opinions and
on recommendations of other important people. As a person is part of a social
decisions. network, he/she normally interacts with others in daily life and talks and
shares with others on what he/she sees, thinks and experiences. 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.
YEAR AUTHOR TITLE DESCRIPTION

2021 Kotler and Study regarding However, people from same subculture, social class and occupation
Keller influence of may lead quite different lifestyle. Lifestyle is a person’s pattern of
lifestyle on living in the world as expressed in activities, interests and opinions.
consumer Marketers often search for relationships between their products and
purchase. lifestyle groups. 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.

2020 Kotler and Customer and their Personality are characterized by such traits as self-confidence,
Keller personality. dominance autonomy difference, sociability, defensiveness and
adaptability. Consumer’s personality is very useful variable in
analyzing 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 attributed to a particular
brand. Aaker identifies the following as brand personality traits,
sincerity, excitement, competence, sophistication and Ruggedness.
YE AUTHO TITLE DESCRIPTION
AR R
2019 Kotler and Buying Product choice also is greatly affected by occupation, economic circumstances,
Keller spending income (level, stability and time pattern), savings and assets (including the
behaviour percentage that is liquid) debt, borrowing power, and attitude towards spending and
saving. Personality and self-concept are important determinants of buying behavior.
Kotler defines personality as a set of distinguishing human psychological traits that
lead to relatively consistent and enduring responses to environmental stimuli.
2018 Kotler and Demograp demographic variables have an influence on the evaluation of different attributes
Keller and hic related to mobile phone choice. Specifically, gender and social class will impact on
Karjoluoto influence the evaluations of the attributes as men belonging to higher social class seem to be
et al 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.
2018 Haslam et Demographic variable is an importance determinant of customer behaviours. Study
al shows that gender has significant moderating effect on perception, satisfaction-
loyalty relationship. 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.
YEAR AUTHO TITLE DESCRIPTION
R
2017 Chernaton Perception Essentially, they do not remember everything they have understood. The
y and of theory reflects the importance of evaluation and recognition of the elements
McDonald consumers 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. 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.

2015 Branyte et Perceptual Analyzing classifications proposed by marketing specialists, suggests that
al process in sensation, attention, interpretation and retention are the dominating
buying elements of the perceptual process. Crane and Klarke posit the theory of
decision 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.
YEAR AUTHOR TITLE DESCRIPTION

2014 Virat Bahri Telecom Explains the viewpoint of Sam Pitroda the Chairman of Worldtel that identifies
sector 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.

2014 Wellenius Economy Information is regarded today as a fundamental factor of production, alongside
and Stern 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.

2013 Muller Technologic The success of the mobile commerce can be attributed to the personal nature
al of wireless devices. Adding to this are its unique features of voice and data
advanceme transmission and distinct features like localization, feasibility and
nt 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
YEAR AUTHOR TITLE DESCRIPTION
2011 Nandhini Impact of that attitude of the respondents using cell phones was not influenced by
advertisemen either education or occupation and income. Kalpana and Chinnadurai
t 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 suggested that price, service quality, product
quality & availability, and promotional offer play a main role during the
time to choose telecommunication service provider.

2011 Seth et al 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 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
observed that most of the respondents consider size, quality, price,
instrument servicing is an important factor 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.
 Research methodology
 Research design: Descriptive research design
 Data Collection Methods:
1.Primary – Questionnaire
2. Secondary Data- websites, Books.
 Sample size: 100
 Sampling Techniques: convenience sampling
 Data analysis
1. AGE GROUP

Particulars No. of respondents Percentage % Age Group

9

15-21 29 29% 8

21-28 56 56% 6

5 15-21

4 56% 21-28
28-35 15 15%
3 28-35

2
Total 100 100 29%
1
15%
0
15-21 21-28 28-35
 2. Occupation

Particulars No. of respondents Percentage %

60

Student 15 15%
50

Executive 55 55%
40 Others

Household 20 20% Households

30
[VALUE]% Executives
Other 10 10%
20 Student

Total 100 100 10 20%

15%
10%
0
 3. Monthly expenses

Particulars No. of respondents Percentage %

500-1000 24 24%
Expenses
100
1000-2000 64 64%
500-1000
50
2000 & Above 12 12%
64 1000-2000
24 12 2000 & Above
Total 100 100
0
500-1000 1000-2000 2000 & Above
 4. First choice of cellular service when you want to use mobile phone.

Particulars No. of respondents Percentage 5

Users
Vodafone Idea 25 25%

Airtel 40 40% 20 25

Reliance 15 15% 15

Others 20 20% 40

Total 100 100%

Vodafone Airtel Reliance Others
 5. Which service do you use of Airtel?

Particulars No. of Percentage%

70
respondents

60

50
DTH 10 10%
40

Internet 25 25% 30 64

20
Mobile 64 64%
Service 25
10
Others 8 8% 10 8
0
Mobile service Internet DTH Others
Total 100 100%
Mobile service Internet DTH Others
 6. What type of Airtel service you use?

Particulars No. of Percentage %

respondents

Prepaid 46 46%

Postpaid 54 54%

Total 100 100%

 7. Which feature of AIRTEL convinced you to use Airtel?

Particulars No. of respondents Percentage %

Satisfaction
70
Advertisement 23 23% 60
60

50
Scheme 8 8%

40

Connectivity 58 58% 30
20
20
10 10
Goodwill 19 19% 10

0
Total 100 100% Satisfied Fully satisfoed Dissatified Partially
 8. Type of advertisement you most like in AIRTEL

Particulars No. of respondents Percentage %

Advertisement
9
Audio 20 20% 8
7
6
Audio Visual 58 58%
5
4 8.2

Print 22 22% 3
2
3.2
1
1.4
Total 100 100%
0
Audio Visual Print Audio

Audio Visual Print Audio

 9. what makes Airtel different from others?

Particulars No. of respondents Percentage%

Influence
9
Connectivity 72 72%
8
7
New schemes 14 14% 6
5
Tariff plans 32 32% 4 8.2
3
2
Other 12 12% 3.2
1
1.4 1.2
0
Total 100 100% connectivity Tariff Scheme others

connectivity Tariff Scheme others

 10.Type of Card you use

Particulars No. of respondents Percentage%

Sim Card 15 15%

Cash cards 85 85%

Total 100 100%

 11. AIRTEL is #1 in India

Particulars No. of respondents Percentage%

Yes 87 87%

No 13 13%

Total 100 100%

 12. Satisfaction level with Airtel

70
Particulars No. of respondents Percentage %
10
60
Satisfied 5 5%
50

Fully Satisfied 80 80%

40

Dissatisfied 10 10% 30

80
20
Partially 5 5%
5 5
10

Total 100 100%

0

Satisfied Fully satisfoed Dissatified Partially

 Findings

Airtel is a very successful brand as it covers a wide network and is still one of the best still in
network coverage and stands one of the best networks 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.
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.
 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 markets 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.

 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.
 Suggestions

 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. 

 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. Airtel possesses congestion free
& wide network, unique value added & customer services. 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.
 Bibliography
Books:

 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 keller 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://www.slideshare.net/muskan19/airtel-brand-analysis
 http://www.airtel.in/
 http://www.slideshare.net/dpdas3/bharti-airtel
 http://www.authorstream.com
 http://www.moneycontrol.com/competition/bhartiairtel/comparison/BA08
 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