A RESEARCH ON CONSUMER PERCEPTION OF AIRTEL BROADBAND SERVICES AMONG SMALL MEDIUM ENTERPRISES AHMEDABAD

PALLAV PAREKH

ROLL.NO:23

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OBJECTIVE

Primary: To Analyzing the satisfaction level of customers towards Airtel

Broadband service

Secondary:
To study how the customer choose their respective landline and broadband services. To find the awareness among the customers about Airtel Broadband and its new products. To find out the problems faced by the broadband users To analyze the position of Airtel Broadband against its competitors. To analyze the loyalty status of the consumers. To identify the customer preferences. To find out the strength and weakness of product and its competitors To make suggestion, if any to improve existing condition. To know if there are relationships between customer satisfaction and customer loyalty.

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NEED AND SCOPE OF THE STUDY

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

This research is aimed to provide the management with some knowledge about its status in market both in terms of sales and customer awareness.

The research also aims to provide some ideas to improve the companys present condition
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FORMULATION OF HYPOTHESIS
The more satisfied the customers are with the speed of data transmission, the higher is the customer satisfaction. The more satisfied the customers are with after sales service, the higher is the overall satisfaction.

The process of getting the problem solved will increases the customer loyalty and satisfaction
The higher is the overall satisfaction, the higher is the intention of additional purchase. (up gradation or new purchase ). The higher is the overall satisfaction, the higher is the intention of recommendation.
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Bharti Airtel Broadband and Telephony Services.

Products of Bharti Airtel Broadband and Telephony Services. DEL Direct Exchange Line Land line Phone (Voice) DSL Digital Subscriber Line for data Business focus of Bharti Airtel Broadband and Telephony Services. Operational excellence Reducing churns Tightening cost Utilizing capacity Customers of Bharti Airtel Broadband and Telephony Services. Residents Small and medium enterprises Corporate
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RESEARCH METHEDOLOGY
Area of the study: The study was mainly concentrated on Ahmedabad district. Research Design: Descriptive Research: Descriptive research includes survey and fact-findings enquire of different kinds. The major purpose of descriptive research is description of the state affairs, as it exists at present. Data Collection; The study is based on the data collected through primary and secondary sources. Primary Data: An interview schedule was designed to collect primary data from various broadband users. Secondary Data: Secondary data was collected from journals, magazines, web sites and from other relevant publications.

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RESEARCH METHEDOLOGY
Sampling Design: The sampling design mainly consists of the sample taken for the study along with the sample size, sample frame and sampling method. Sample Universe: All customers using broadband connection was taken as the sample universe. Sample Size: From the Ahmedabad, sample sizes of 100 customers were selected for the purpose of the study. Sample Frame: The customers were selected on a random basis from which the respondents were selected based on convenience. Sampling Method: Convenience sampling was used, based on the willingness and availability of the respondents. The study was conducted on consumers with different type of business. Research period The time for the project was limited to 45 days only (from 1-30 December). From this, 30 days was spent for the collection of data.
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Analysis and Interpretation

Table showing necessity of net connection in the organization:

The Interpretation is that 57 % of the organizations are primarily depending on Internet usage. And 39 % of the organizations are using it as supporting activity for doing their business. Only 4 % of the organizations are thinking that internet is not necessary for doing there business.

Opinion

No. of responde nts 57 39 4 100

Percentage
60 50 57

Very much needed Some what needed Not so needed Total

57 39 4 100

40 30

39

East 20 10 0 Much Needed Some what Not so 4

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Table showing the type of connection used in the organizations

The Interpretation is that all of the sample units were using Broadband connection and none of them were using other type of connection for organizational usage.

Connection type Broadband Dial-up GPRS others Total

No. of respondent s 100 0 0 0 100

Percentage

100 0 0 0 100

100 90 80 70 60 50 40 30 20 10 0

100

East

0 Broadband Dial-up

0 GPRS

0 others

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Table showing number of systems used in organizations

The interpretation is that 76 percentage of the organization is having less than 10 systems. Sixteen percentages of organizations are having between ten to 20 computers. Only 4 organizations are having between 21-30 and greater than 30 systems.

Number of systems Lesser than 10 10 20 21 30 Greater than 30 Total 13-04-2010

No. of respondent s 76 16 4 4 100

Percentage

100 16 4 4 100

4% 16%

4%
lesser than 10 10-20 21-30 Greater than 30

76%

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Table showing telecom expense for voice

The interpretation is that around 45 % of the customers in the sample have voice billing below 2500 Rs. 37 % of the customers have billing between 2500 and 5000. And 13 % of the customers have billing in between 5001 and 1000. Only 5 customers have billing above 10000.

Amount

No. of respondent s 45 37 13 5 100

Percentage

Below 2500 2500-5000 5001-1000 Above 10000 Total

45 37 13 5 100

13%

5% 45% Below 2500 2500-5000 5001-1000 Above 10000

37%

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Table showing telecom expense for Data transmission

The interpretation is that 20 % of the customers have Data (internet) billing below 2500/- . 38 % of the customers have billing in between 2500 and 5000. 37 % of the customers have billing of between 5001 and 1000. The remaining 5 % of the customers have data billing above RS.10000/-

Amount

No. of respondent s 20 38 37

Percentage
Above 10000 5% Below 2500 20% Below 2500 2500-5000 5001-1000 Above 10000 2500-5000 38%

Below 2500 2500-5000 5001-1000

20 38 37

5001-1000 37%

Above 10000
Total 13-04-2010

5
100

5
100 12

Table showing reason for choosing Airtel broadband connection

The interpretation is that only 13% of the customers preferred Airtel broadband because of offers. The highest 37 % of the customers preferred Airtel because of the quality of service offered by Airtel. The second most 30% of the customers have preferred because of the Speed of internet service. It also shows the brand name also has some implication before choosing Airtel Broadband services. 20% of the customer has chosen Airtel because of the brand name Airtel

Characteristics

No. of respondents

Percentage

Offers Service quality

13 37

13 37

Brand Name 20%

Offers 13% Offers Service quality Speed & Security Brand Name Service quality 37%

Speed & security of Data

Brand Name Total 13-04-2010

30

30
Speed & Security 30%

20 100

20 100

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Table showing customer rating of speed of Data transmission

The interpretation is that around 55% of the customers rated the speed of data transmission is very good in Airtel broadband. Only 6% of the customers are worried about the speed. 2% of the customers rated it as Excellent.

Ranking

No. of respondent s 6 21

Percentage
Very good 16% Excellent Poor 2% 6% fair 21% Poor fair Good Very good Excellent

Poor Fair

6 21

Good Very good

Excellent Total 13-04-2010

55 16
2 100

55 16
2 100
Good 55%

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Table showing customer rating of after sales service

The interpretation is that, 12% of the customer has rated the after sales service as excellent. Some 26 % rated it as very good and 35% as good. But the concern is that 13 % of the customer also feel that the after sales service is poor.

Ranking

No. of respondent s 13 14

Percentage

Excellent 12%

Poor 13% fair 14%

Poor Fair

13 14
Very good 26% Good 35%

Good
Very good Excellent Total 13-04-2010 26 12 100

35

35
26 12 100

Poor fair Good Very good Excellent

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Table showing customer ranking of usage experience

The interpretation is that around 38% of the customers has ranked the usage experience was good. 25% of the customers ranked it as very good. 12% of the customers ranked it as excellent. Also 10 % of the customer rated it as poor. Ranking No. of respondents 10 15 38 25 12 100 Percentage

Poor Fair Good Very good Excellent Total

10 15 38 25 12 100
Very good 25% Excellent 12% Poor 10% Poor fair Good Very good Excellent

fair 15%

Good 38%

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Table showing Rating of Airtel broadband with other competitors in the same category The interpretation is that around 45 % of the customers feel that Airtel broadband is much better than other products in this category. 35% customer feels that Airtel broadband is somewhat better than competitor products. Around 10% of the customer feels that it has the same service as that of competitors. And 10% of customer feels that it is worse than its competitors.

Ranking Much better Some what Same Worse Total

No. of respondents 45 35 10 10 100

Percentage 45 35 10 10 100

Same 10%

Worse 10% Much better 45% Much better some what Same Worse

some what 35%

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Overall satisfaction level of Airtel broadband customers

The interpretation is that 19% of the SME customer is highly satisfied with the overall service provided by Airtel broadband. 44% of the customer is satisfied with the overall service offered by the service. Around 7% of the customer are highly dissatisfied bye the service

Ranking Highly dissatisfied Dissatisfied Average Satisfied Highly satisfied Total 13-04-2010

No. of respondents 7 11 19 44 19 100

Percentage 7 11 19 44 19 100

Highly Satisfied 19%

Highly Highly dissatisfied dissatisfied Dissatisfied Dissatisfied 7% 11% Average Satisfied Highly Satisfied Average 19%

Satisfied 44%

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Findings
Quality of the service provided plays an important role in keeping the existing customers and to bring new customers. In most of the organization, Internet plays an important role in the day to day activities. Most of the organizations prefer broadband connection over other type of connection because of speed and other compatibility of service. A number of the organization preferred Airtel because of the quality of service provided and also for the speed of data transmission. Many customers have rated the speed of data transmission is very good. Some customers had complaints regarding the speed. This is mostly due to number of systems connected by single broadband connection.
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Findings
The safety and security of Airtel network is rated very well by most of its customers. Safety of data is very important in any type of organization. Airtel with its own PC security suite helps organizations protect its data from theft and prevents it from harmful attacks. After sales service plays essential part of customer satisfaction. More than 10% customers have complaints regarding the after sales service of Airtel broadband. But a number of customers have reported it excellent and very good. Customers feel Airtel broadband was much better than other competitive products of the same category. This shows the place Airtel has achieved in the minds of the customer in Ahmedabad region. The overall satisfaction level is very high among customers.
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Suggestions
On completion of the project work Customer perception towards Airtel broadband service among Small and medium scale industries (SME) customers of Ahmedabad, I would like to give my suggestions which the company can make use of:The customer rate quality of the service as the most relevant one and hence Airtel Broadband services should maintain the quality in services and should make improvements in this feature. Some customers are planned to discontinue because of high billing and after sales service is not good. Though it is a small percentage the company should focus on these to keep the brand image in the minds of people. If any complaint is observed from the customers, it should be dealt quickly. This will reduce the chance for dissatisfaction. Many dissatisfied customers asked for more information about other plans or change of plans. So the dissatisfaction may be due to providing wrong plans by the sales persons. So the company can make use of this opportunity to retain its customers by providing the right plans.
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Suggestions
SME segment is a high potential market (especially in Ahmedabad) and the company should take care of more promotional activities in which advertisement plays and effective role and hence to have a competitive edge over other brands. Lack of awareness about the plans is high among customers. So the company must provide an awareness program about the specialized plans for them.

The detailed billing is provided as a value added service in Airtel broadband. It is free of cost in its competitors like BSNL. So the company could provide the service as free of cost. It will help customers clear their doubts about billing and hence to improve their satisfaction level.

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CONCLUSION

The project titled A research on customer perception of Airtel broadband services among small medium enterprises, Ahmedabad was carried out among the consumers in Ahmedabad. The overall objective of the study was to fine out how the customer perceives Airtel broadband services and to find out their satisfaction towards the service against its competitors. The study revealed the picture of customers perception and satisfaction which help Airtel broadband to encourage more people to be the consumers of Airtel Broadband.

QUESTIONNAIRE

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BIBLIOGRAPHY
Philip Kotler and Gery Armstrong ,Principles of Marketing Management Kothari C.R, Research Methodology- Methods and Techniques; Second Edition; 2004 Websites: WWW. BHARTIAIRTEL.IN WWW. AIRTEL.IN WWW. GOOGLE.COM

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THANK YOU !!

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