Your SlideShare is downloading. ×
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Market Research Report
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Market Research Report

1,344

Published on

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,344
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
78
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 NEWGATE INDIA Hyderbad, Andhra Pradesh Pin- 500038 MARKET RESEARCH A study on satisfaction level of GSM customers Research Report Website: www.newgate.in Email: contact@newgate.in Slideshare URL :http://www.slideshare.net/newgateindia NEWGATE INDIA, Bangalore Page 1
  • 2. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 Dissertation Report onCause & affect relationship to measure satisfaction level of GSM customers.In partial fulfillment of the Course: Dissertation In Term – VIII of the Post Graduate Program in Management (Batch: Jan. 2010 – 2012) Prepared by SUNAM PAL Registration No: NEWGATE INDIA, Bangalore Page 2
  • 3. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 Table of ContentsExecutive Summary ............................................................................................................ 13Chapter - 1 Introduction .......................................................................................................... 141A Introduction about study .................................................................................................. 14 1A.1 Research Overview .................................................................................................................... 14 1A.2 Purpose of conducting research .............................................................................................. 15 1A.3 Research Motivation.................................................................................................................. 151B Research problem ................................................................................................................ 151C Research topic ...................................................................................................................... 151D Research objective .............................................................................................................. 16 1D.1 List of proposed objectives in synopsis ................................................................................ 16 1D.2 Proposed Hypothesis ................................................................................................................ 16 1D.3 Assumptions considered .......................................................................................................... 161E Need and Scope of study.................................................................................................... 17 1E.1 Need .............................................................................................................................................. 17 1E.2 Scope ............................................................................................................................................. 17 1E.3 Relevance to real world ............................................................................................................. 171F. Limitations of the study .................................................................................................... 181G Industry Overview ............................................................................................................. 18 1G.1 Industry Details ......................................................................................................................... 18 1G.1.1 Scope of Telecom sector in India ............................................................................................. 18 1G.1.2 Regulatory framework............................................................................................................. 19 1G.1.3 Evolution of Telecom sector in India...................................................................................... 19 1G.1.4 Role of Telecom sector in Indian Economy ............................................................................ 20 1G.1.5 GSM (Global System for Mobile Communications) .............................................................. 21 1G.1.6 Benefits of GSM over CDMA ............................................................................................. 21 1G.2 Global context ............................................................................................................................ 21 NEWGATE INDIA, Bangalore Page 3
  • 4. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 1G.2.1 World Telecom Sector ............................................................................................................. 22 1G.2.2 Growth of Telecom sector world wide ..................................................................................... 22 1G.3 Indian context ............................................................................................................................. 23 1G.3.1 Growth In Subscriber Base ..................................................................................................... 23 1G.3.2 Top Seven Operators – GSM + CDMA – Monthly Net Additions ....................................... 24 1G.3.3 All India Wire line Subscriber Base ........................................................................................ 25 1G.4 Current market scenario ........................................................................................................... 25 1G.4.1 Growth of subscriber base ....................................................................................................... 25 1G.4.2 Growth of Wire Line ............................................................................................................... 26 1G.4.3 Growth of Wireless Subscriber................................................................................................ 27 1G.4.4 Growth of Internet Subscriber ................................................................................................ 27 1G.4.5 Growth of Broadband subscriber............................................................................................. 28 1G.4.6 Growth of Tele density at India .............................................................................................. 28 1G.4.7 Growth of Wireless (GSM and CDMA) Services ................................................................... 29 1G.5 Future Projections ...................................................................................................................... 29 1G.5.1 Revenue & Market Share ........................................................................................................ 29 1G.5.2 GDP and Employment ............................................................................................................ 30 1G.5.3 Future Technology .................................................................................................................. 30 1G.6 Major Market players in world market ................................................................................. 31 1G.7 Major Market players in Indian market ................................................................................ 32 1G.8 Market Share ............................................................................................................................. 36 1G.8.1 Market Share of GSM service in India .................................................................................. 36 1G.8.2 Market Share regional basis in World .................................................................................... 37 1G.8.3 Market Share Regional basis in India ..................................................................................... 38Chapter - 2 Review of Literature ............................................................................................ 39 2A. Research papers published ........................................................................................................ 39 2B. Articles published ....................................................................................................................... 42 2C. Case Studies published............................................................................................................... 44 2B. Books published ........................................................................................................................... 45Chapter - 3 Research Methodology ....................................................................................... 46 3A Research Design ................................................................................................................ 46 3A.1 Research Framework ................................................................................................................ 46 NEWGATE INDIA, Bangalore Page 4
  • 5. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 3A.2 Research Approach ................................................................................................................... 47 3A.2.1 PHASE1:................................................................................................................................. 47 3A.2.2 PHASE2:................................................................................................................................. 47 3A.2.3 PHASE3:................................................................................................................................. 48 3A.3 Type of Research ........................................................................................................................ 483B Sources of data ..................................................................................................................... 48 3B.1 Primary data: ............................................................................................................................... 48 3B.2. Secondary data: .......................................................................................................................... 493C Sampling of data ................................................................................................................. 49 3C.1 Nature of Sampling ................................................................................................................... 49 3C.2 Sampling Type............................................................................................................................ 49 3C.3 Sample Size ................................................................................................................................. 50 3C. 4 Target Sample ............................................................................................................................ 503D. Primary scales used ........................................................................................................... 513E. Data Collection Methods .................................................................................................. 523F. Analysis tool used............................................................................................................... 523G. Overview of work .............................................................................................................. 53 3G.1 Tasks accomplished................................................................................................................... 53 3G.2 Software package/ tools used .................................................................................................. 54 3G.3 Meeting with target people. ..................................................................................................... 553H. Questionnaire & Interview Questions .......................................................................... 55 3H.1 Phase 1: Online survey questions ........................................................................................... 55 3H.1.1 Purpose of survey Questions: ................................................................................................ 61 3H.1.2 Primary scale applied: ............................................................................................................ 61 3H.2 Phase-2 Interview Questions ................................................................................................... 61 3H.2.1 Purpose of interview Questions .............................................................................................. 62 3H.2.2 Primary Scale applied ............................................................................................................. 63 3H.3 Phase 3 Online survey questions ............................................................................................ 63 3G.H.1 Purpose of interview Questions ............................................................................................. 68 3H.3.3 Primary Scale applied ............................................................................................................. 68 3H.4 Question distribution based on objectives ........................................................................... 69 3G.5 Question distribution based on analysis tool ...................................................................... 69 NEWGATE INDIA, Bangalore Page 5
  • 6. [ MARKET RESEARCH REPORT] JAN 2010 - 2012Chapter – 4 Observation, Analysis & Interpretation ......................................................... 70 4A Observation during data collection ............................................................................... 70 4A.1 Key Observation during research ........................................................................................... 70 4A.2 Problems faced during survey ................................................................................................. 71 4A.3 Customer Survey response patterns ....................................................................................... 71 4A.3.1 Ideal Timings for Interview & online survey.......................................................................... 71 4A.3.2 Mode of communication for interviewers ............................................................................... 72 4A.3.3 Survey response barrier .......................................................................................................... 73 4A.3.4 Customer response chart ......................................................................................................... 74 4A.3.5 Customer response pyramid.................................................................................................... 75 4A.4 Common errors committed ...................................................................................................... 764B. Analysis & Interpretation of Data collected ................................................................. 76 4B.1 Phase:1 , Identification & Priortization of key Factor ........................................................ 76 4B.1.1 Factor Frequency Table ........................................................................................................... 77 4B.1.2 Factor Priority Matrix ............................................................................................................ 78 4B.3 Interpretation : ............................................................................................................................ 79 4B.4 Phase:1 Graphical Analysis ...................................................................................................... 79 4B.4 Interpretation of Graphical analysis:...................................................................................... 82 4B.5 Phase:2 Interview Analysis....................................................................................................... 83 4B.5.1 Interview Analysis Result ....................................................................................................... 83 4B.6 Interpretation of interview results .......................................................................................... 86 4B.7 Market share analysis ................................................................................................................ 87 4B.7.1 Market Share chart .................................................................................................................. 87 4B.7.1 Market share Frequency Table ................................................................................................ 87 4B.8 Interpretation on market players............................................................................................. 88 4B.9 Phase: 3 Survey graphical analysis ......................................................................................... 89 4B.10 Interpretation of graphical analysis ...................................................................................... 944C SPSS software output Analysis ........................................................................................ 94 4C.1 Reliability Test ........................................................................................................................... 94 4C.1.1 Sample Size ............................................................................................................................. 95 4C.1.2 SPSS output ........................................................................................................................... 95 4C.2 Interpretation .............................................................................................................................. 95 NEWGATE INDIA, Bangalore Page 6
  • 7. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 4C.3 Multiple Linear Regression Analysis..................................................................................... 96 4C.3.1 Independent Variable .............................................................................................................. 96 4C.3.2 Dependent variable.................................................................................................................. 96 4C.3.3 Sample Size ............................................................................................................................. 96 4C.3.4 SPSS OUTPUT ...................................................................................................................... 97 4C.3.5 Evaluation of output ............................................................................................................... 99 4.C.3.6 Derived Result........................................................................................................................ 99 Multiple Regression linear Equations .................................................................................... 99 4C.4 Interpretation of regression analysis ...................................................................................... 99 4C.6 Correlation Analysis ................................................................................................................ 100 4C.6.1 Correlation Variable .............................................................................................................. 100 4C.6.2 Sample Size ........................................................................................................................... 100 4C.6.3 Correlation Matrix XPSS OUTPUT.................................................................................... 101 4C.6.4 Evaluation of Output ............................................................................................................ 101 4C.6.5 Derived Result....................................................................................................................... 102 4C.7 Interpretation for Satisfaction level ..................................................................................... 103 4C.8 Descriptive Statistics ............................................................................................................... 103 4C.8.2 Sample Size ........................................................................................................................... 104 4C.8.1 SPSS Output......................................................................................................................... 105 4C.9 Interpretation for Sa : Satisfaction level .............................................................................. 106 4C.10 Linear Discriminant Analysis .............................................................................................. 106 4C.10.1 Grouping Variable............................................................................................................... 107 4C.10.2 Dependent variable .............................................................................................................. 107 4C.10.3 Sample Size ......................................................................................................................... 107 4C.10.4 SPSS output ....................................................................................................................... 107 4C.10. 5 Evaluation of output .......................................................................................................... 109 4C.10. 5 Discriminant equation ....................................................................................................... 110 4C.11 Interpretation of discriminant Analysis ............................................................................ 111 4C.12 . Cross Tabulation .................................................................................................................. 111 4C.11 Interpretation of cross tabulation ....................................................................................... 111Chapter - 5 Findings ............................................................................................................... 1145A Key findings from Analysis ........................................................................................... 114 NEWGATE INDIA, Bangalore Page 7
  • 8. [ MARKET RESEARCH REPORT] JAN 2010 - 20125B Key findings from observation....................................................................................... 1155C Null hypothesis Acceptance............................................................................................ 1175D Findings on individual objectives proposed .............................................................. 118Chapter – 6 Recommendation ............................................................................................... 1196A. Key Suggestions .............................................................................................................. 1196B. Key Guidelines ................................................................................................................. 1196C. Do’s & Don’ts .................................................................................................................... 120 6C.1 Do’s ............................................................................................................................................. 120 6C.2 Don’ts ......................................................................................................................................... 120Chapter - 7 Conclusion ........................................................................................................... 121Chapter - 8 Learning Outcome ............................................................................................. 122Chapter - 9 Scope for further Research ............................................................................... 1239A. Uncovered areas of Research ......................................................................................... 1239B. How to explore this new areas ....................................................................................... 1239C. Future Scope ...................................................................................................................... 1249D. Formulation of new objectives...................................................................................... 124APPENDIX-A ........................................................................................................................... 126APPENDIX-B ........................................................................................................................... 130APPENDIX- C .......................................................................................................................... 131APPENDIX- D.......................................................................................................................... 132APPENDIX - E ......................................................................................................................... 133APPENDIX - F .......................................................................................................................... 134APPENDIX - G......................................................................................................................... 135APPENDIX - H......................................................................................................................... 136APPENDIX - I .......................................................................................................................... 137Abbreviation ............................................................................................................................ 138Glossary .................................................................................................................................... 140References................................................................................................................................. 145 NEWGATE INDIA, Bangalore Page 8
  • 9. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 List of Figures Figure No Title Page No.FIGURE : 1.1 Phases of telecom evolution 21FIGURE : 1.2 Role of telecom sector 28FIGURE : 3.1 Research Design 48FIGURE : 3.2 Research Approach 49FIGURE : 4.1 Mode of communication 74FIGURE : 4.2 Survey response barrier 75FIGURE : 4.3 Customer Response pyramid 77FIGURE : 4.4 Discriminant analysis Centroid 112 List of TablesTable No Title Page No.TABLE : 1.1 Research objectives proposed 18TABLE : 1.2 Research hypothesis proposed 18TABLE : 3.1 Software tool used 56TABLE : 3.2 Primary scale applied in Phase:1 Survey 63TABLE : 3.3 Primary scale applied in Phase:2 Survey 65TABLE : 3.4 Primary scale applied in Phase:3 Survey 70TABLE : 3.5 Question distribution based on objectives 71TABLE : 3.6 Question distribution based on analysis tool 71TABLE:4.1A Ideal Timings for conducting Interview 73TABLE:4.1B Ideal Timings for conducting online survey 74TABLE : 4.2 Factor frequency Table 79TABLE : 4.3 Factor priority matrix 80TABLE : 4.4 Market Share frequency table 89TABLE : 4.5 Cross tabulation Gender Vs. Place 113TABLE : 4.6 Cross tabulation Age Vs. Place 114TABLE : 5.1 Null hypothesis acceptance/rejection 119TABLE : 5.2 Findings on individual objectives 120 NEWGATE INDIA, Bangalore Page 9
  • 10. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 List of Charts : Series 1.1- 4.19Chart No Title Page No Chart 1.1 Worldwide Telecom Industry Revenue in billions 24 Chart 1.2 Growth in Subscriber Base in million 25 Chart 1.3 Top Seven Operators – GSM + CDMA – Monthly Net Additions 26 Chart 1.4 All India Wire line Subscriber Base 27 Chart 1.5 Growth of subscriber base in India 28 Chart 1.6 Growth of Wire Line in India 28 Chart 1.7 Growth of Wireless Subscriber in India 29 Chart 1.8 Growth of Internet Subscriber in India 29 Chart 1.9 Growth of Broadband subscriber in India 30Chart 1.10 Growth of Tele density in India 30Chart 1.11 Growth of Wireless (GSM and CDMA) Services 31Chart 1.12 Market Share of GSM service in India 38Chart 1.13 Market Share Region Wise in World 39Chart 1.14 Market Share Region Wise in India 40 Chart 4.1 Customer response chart survey phase:1 76 Chart 4.2 Customer response interview phase:2 76 Chart 4.3 Customer response chart survey phase:3 76 Chart 4.4 Phase:1 Gender Classification 81 Chart 4.5 Phase:1 Customers stay in India 81 Chart 4.6 Phase:1 Number of mobile operators SIM used 82 Chart 4.7 Phase:1 Mobile connection ( Prepaid/Postpaid) 82 Chart 4.8 Phase:1 Customer factor 82 Chart 4.9 Phase:1 Customer’s choice influence by Parents 82Chart 4.10 Phase:1 Customer’s choice influence by Spouse 82Chart 4.11 Phase:1 Customer’s choice influence by Girl/Boy Friend 83Chart 4.12 Phase:1 Customer’s choice influence by Friends 83Chart 4.13 Phase:1 Customer’s choice influence by Kids 83Chart 4.14 Phase:1 Customer’s choice influence by Siblings 83Chart 4.15 Phase:1 Customer’s choice influence by cousins 83Chart 4.16 Phase:1 Customer’s choice influence by relatives 83Chart 4.17 Phase:1 Customer’s choice influence by office peers 84Chart 4.18 Phase:1 Customer’s choice influenced by organization 84Chart 4.19 Phase:1 Customers willingness to contact further. 84 NEWGATE INDIA, Bangalore Page 10
  • 11. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 List of Charts : Series 4.20- 4.52Chart No Title Page NoChart 4.20 Percentage of GSM SIM depending upon company 85Chart 4.21 Percentage of Working professional using GSM service 85Chart 4.22 Choice of GSM SIM influenced by location 86Chart 4.23 percentage of people using dual SIM 86Chart 4.24 percentage of people think dual SIM is useful 86Chart 4.25 Percentage of people using GPRS & Internet 87Chart 4.26 Tariff rates 87Chart 4.27 Calculated market share 89Chart 4.28 Phase:3 Gender classification 91Chart 4.29 Phase:3 Age classification 91Chart 4.30 Phase:3 Geographical classification 91Chart 4.31 Ratings to favorite SIM 92Chart 4.32 Ratings to SIM people disliked the most 92Chart 4.33 Rating to Favorite GSM for Service Quality 92Chart 4.34 Rating to SIM they disliked the most for Service Quality 92Chart 4.35 Frequency vote for favorite GSM SIM 93Chart 4.36 Frequency vote for to SIM they disliked the most 93Chart 4.37 Rating to Favorite GSM for Benefit for Money 93Chart 4.38 Rating to SIM they disliked the most for Benefit for Money 93Chart 4.39 Rating to Favorite GSM for Price rates 94Chart 4.40 Rating to SIM they disliked the most for Price rates 94Chart 4.41 Rating to Favorite GSM for Network Busy 94Chart 4.42 Rating to SIM they disliked the most for Network Busy 94Chart 4.43 Rating to Favorite GSM for Additional Services 94Chart 4.44 Rating to SIM they disliked the most for Additional Services 94Chart 4.45 Rating to Favorite GSM for customer care service 95Chart 4.46 Rating to SIM they disliked the most for customer care service 95Chart 4.47 Rating to Favorite GSM for Sound clarity 95Chart 4.48 Rating to SIM they disliked the most for sound clarity 95Chart 4.49 Rating to Favorite GSM for customer operational Performance 95Chart 4.50 Rating to SIM they disliked the most for operational Performance 95Chart 4.51 Age vs. Place cross tabulation 114Chart 4.52 Gender vs. Place cross tabulation 115 NEWGATE INDIA, Bangalore Page 11
  • 12. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 Reader’s Note1. Any number marked within braces [ ] in italics; at the end of sentence or paragraph/ on heading/ below figure or chart, indicates that its source is mentioned in Reference section, with serial number as mentioned inside the braces. Example : [25], Refrerence[25]; Source [25] : Means it is refered from http://www.airtle.in whose serial number is 25 in Reference section , Page:1512. Any word marked within braces [ ] in italics; indicates that it is an abbreviation term, whose full form is mentioned in Abbreviation section. Example : [FDI] : Its full form is “ Foreign Direct Investment ” , which can be found in Page:141, at end of this report.3. Any word in italics starting with ‘*’ mark indicates that its meaning is defined in glossary of market research terms arranged alphabetically. Example : *Mean : It is defined as “an average found by summing all observations” in Glossary section, Page : 144, at end of this report.4. Any sentence quoted as “Note:” within braces [ ] in italics indicates that the above content is further extended to/ better clarified with details in, Appendix table, figure or chapter number as mentioned on the note. Example : “ [Note: Find list of respondents in Appendix : A] ” means it is mentioned in details in Apendix : A, Page : 128, at end of this report. NEWGATE INDIA, Bangalore Page 12
  • 13. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 Executive SummaryIn India telecommunication [GSM] service has played an important role in people’s lifesince early 2000. Telecomminication Industry is one of world’s fastest growingIndustry. GSM (Global System for Mobile Communication) technologies are used in theIndian mobile sector very extensively at current times. In India there are currently826.39 million mobile phone subscriber as on April-2011 reported by [TRAI] [37].Rising comptetition from various telecom operators in India due to privatization, [FDI] flow,liberazation of telecom industry, ease of tariff rates & bandwidth allocation by governtmenthave made telecom sector more prone for rapid innovation in market approach, to pick upthe gap in customers expectations. Now the companies are trying to retain theircustomers by providing various offers. They are trying to make their customer loyal to their existing brand. TheIndian consumers are enjoying wide range of services at the lowest possible tariffsrate in the world. Prices of teclecom services have started falling significantly due toprice wars . In India mobile operators keeps on coming with new offers, festivaldiscounts, free [sms] , [mms] ,unlimited basket offer, internet options, no roamingcharges which motivates customers to go for new operators and sometimes it alsocreates a lot of confusion while choosing operators due to ambiguity on personalpereferance. Various other alternatives like internet, [GPRS], [GPS], [3G], broadbandconnections have always attracted customers to go for new mobile operators. This research establishes a relationship between satisfaction level andvarious factors that would help in understanding the post purchase evaluationcriteria set by customers. The sector chosen is particularly [GSM] cellular service inIndia. It identifies various factors that influence consumer post purchase evaluation,prioritizes them and then finally demonstrates a relationship equation between thosefactors & customer satisfaction level. Research have also focused on understanding themarket share of various [GSM] operators, different tariff plans that customers prefer toavail, average call rates customers look for, extent to the usage of [GPRS]/Internet andother features like application download and ringtones subscription. It also throws light on people or factors influencing buying decision that makescustomer stick to any particular [GSM] operator over a period of time. This researchwill give a broad scope for marketers & product managers to promote & design [GSM]services in such a way that it has competitive edge over others. It will help indeveloping customer satisfaction level metrics that can can help in predictingcustomer response beforehand. It would support how customer loyalty can be gainedthrough effective [GSM] cellular service & which attributes needs to be given the topmost priorities. It will give deeper insight to marketers about how to modify servicefeatures on timely basis that can best fit to their target market and design the productin such a way that it is able to differentiate from rest of the market players. NEWGATE INDIA, Bangalore Page 13
  • 14. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 Chapter - 1 Introduction1A Introduction about studyThis is purely a cause affect research that has establish relationship betweensatisfaction level and various factors that would help in understanding the postpurchase evaluation criteria set by customers.1A.1 Research OverviewThe industry chosen is Telecom Industry & product is [GSM] cellular mobile SIM.This research other than just only setting 3 primary objectives as [Note: asmentioned in TABLE:1.1] , that is identifying the factors, prioritizing them and thendeveloping relationship equation to demonstrate cause effect relationship , havealso focused to understand the market share of various [GSM] operators, differenttariff plans that customers prefer to avail. What are the most important [STD] callrates , local call rates and roaming rates customers look for. What is the extent tousage of [GPRS] and internet and other features like application download, ringtonessubscription. It had cleared out whether customer care have any role in influencingcustomers buying. It has also focused on people who influence buying decision andwhen customer would stick to any particular [GSM] operator. This research alsofocuses on ratio quotient of prepaid versus postpaid services and gives a claritywhether factors like current location, current employer, current organization doplay any role in choice of a particular [GSM] operator. It will also help to understand that on what basis marketers evaluate aparticular [GSM] mobile operator in post purchase stage to decide whether they aresatisfied or not. Which factors consitute their satisfaction level & how those factorsare correlated with satisfaction level. This research will provide a deeper insight into various customer priortiesduring post purchase evaluation that sets a standard for service provider tounderstand that under what circumstances customers would respond positively ormay not revert back again [1][3]. NEWGATE INDIA, Bangalore Page 14
  • 15. [ MARKET RESEARCH REPORT] JAN 2010 - 20121A.2 Purpose of conducting researchTo understand on what basis marketers evaluate a particular [GSM] mobileoperator on post purchase to decide whether they are satisfied or not. To knowwhat factors consitute their satisfaction level & how those factors are correlatedwith satisfaction level. Also to get a deeper insight into various customer priorties during postpurchase evaluation that sets a standard for service provider to understand whatare various customers preferances and under what circumstances customerswould respond positively or may not revert back again. [Note: All findings against each purpose is mentioned in Appendix-C/ Table 5.2 ]1A.3 Research MotivationBeing from telecommunication background with Bachelor of technology inElectronics telecommunication Engineering, it was very much important to know,how customer choose a particular [GSM] telecom operator . On what basis theyevaluate a particular operator after purchase. To know what factors consitutesatisfaction level & how those factors are correlated with satisfaction level. Also to get a deeper insight from marketers point of view that how exactlymarketing stratigies work in telecom industry. This research it would also help inacquiring bulk of information on current [GSM] market trading, tariffs plans,customer preferances, major market players, market shares and current businesstrends of [GSM] industry in India & also at global level.1B Research problemProblem Faced by Marketers: Difficulty in knowing the factors which makescustomer satisfied after post purchase evaluation of a particular GSM operator.Also on what circumstances or changes being made to each of those factors willimpact on rise or fall of satisfaction level. What attributes of services is utmostpriority to customer.1C Research topicTo identify & prioritize the factors that would make customer satisfied aftersubscription to any [GSM] operator in India & deriving a cause affect relationshipbetween those factors & customer satisfaction level. [Note: Customer priority matrix is mentioned in Appendix- F.1 ] NEWGATE INDIA, Bangalore Page 15
  • 16. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 1D Research objective 1D.1 List of proposed objectives in synopsis Table: 1.1 S.no Objectives Proposed 1. To identify the factors that would decide customers Objective:1 satisfaction level (Sa) after they subscribe to any GSM service. 2. To prioritize those identified factors based on their impact Objective:2 on satisfaction level of customer. 3. To design a cause affect relationship/X-Y/ statistical Objective:3 equation to prove relationship among those factors & customer satisfaction level. 1D.2 Proposed null hypothesis Table: 1.2 S.no Null Hypothesis Proposed There is a positive correlation between customer satisfaction Hypothesis : HA0 level (Sa) & quality of service (Q). There is a positive correlation between customer satisfaction Hypothesis : HB0 level (Sa) & Performance of service (R). There is a negative correlation between customer satisfaction Hypothesis : HC0 level (Sa) & price (P). There is a positive correlation between customer satisfaction Hypothesis : HD0 level (Sa) & Problem addressed by customers (P). There is a negative correlation between customer satisfaction Hypothesis : HE0 level (Sa) & Network traffic (N).[Note: Results of all above hypothese accepted/rejected is mentioned in Appendix-C / Table:5.1] NEWGATE INDIA, Bangalore Page 16
  • 17. [ MARKET RESEARCH REPORT] JAN 2010 - 20121D.3 Assumptions consideredAssumption:1 All locations are considered to be equivalent while undergoing analysis.No distinction or emphasis was done based on different geographic locations.Assumption:2 This research didn’t include impact of gender , hence responses fromboth male & female were considered same.1E Need and Scope of study1E.1 Need It would help in effective designing of product based on the factors influencing customer satisfaction level as derived by the research and would support better understanding of consumer buying behavior and their preferences. The company which can adopt such initiative will gain competitive advantage over others and can have better understanding of consumer buying behavior. It will help in penetrating the market to a greater extent and will create a potential market to cater to customers1E.2 ScopeThis research will give a broad scope for marketers & product managers to promote& design [GSM] services in such a way that it will have competitive edge overothers. It will help in developing customer satisfaction level metrics that can beeasily measured for an average population and can help in predicting customerresponse beforehand. It would support a model equation to help marketers tomodify any selected factors for an existing service that will raise currentsatisfaction level . Research will also create a future scope to demonstrate howcustomer loyalty can be gained through effective [GSM] cellular service & whichattributes needs to be given the top most priorities.1E.3 Relevance to real world[GSM] cellular service has been one of the major fast growing consumer market inIndia and thus with increasing competition it would be necessary to establishmodels & equations that can be implemented in real time scenario to predict &calculate customers satisfaction level before hand and will help in understandingthat to what degree customers will be satisfied on post purchase evaluation.This will help marketers to modify its features & existing services on timely basisthat can best fit in to their target market and design product in such a way that it isable to differentiate from rest of the market players. NEWGATE INDIA, Bangalore Page 17
  • 18. [ MARKET RESEARCH REPORT] JAN 2010 - 20121F. Limitations of the study This research doesn’t take into account how satisfaction level depends on demographic factors like age, culture & gender. It considers all geography locations & gender as same. The research focuses only on top most factors, eliminating other factors that may be influencing customer satisfaction level but their impact is less. This research itself may not conclude to solutions that will help in taking effective strategies, as the scope of this research generalizes the buying behavior of customers in India as a whole. To be able take effective decisions, a further extensive research has to be done *cluster wise based on age, gender, culture & locations of consumers.[Note: How to overcome this limitations, is mentioned in details in chapter-9, sections: 9A, 9B, 9C, 9D of this report]1G Industry OverviewThe vision of telecommunication in 2020 is a vision of information society built onan edifice where IT and telecommunication merge. They will be striving to spreadthe benefits to rural sector. More emphasis will be put on developing the humancapital, infrastructure and building capabilities and capacity for growth. The futureis visible with the advent of Web 2.0 and [MVNO] and strategies like developingstrong partnership skills, focusing on customer user groups, embracing internetservices will only enable the players to thrive well into the future.1G.1 Industry Details1G.1.1 Scope of Telecom sector in IndiaTelecommunication is important not only because of its role in bringing the benefitsof communication to every corner of India but also in serving the new policyobjectives of improving the global competitiveness of the Indian Economy andstimulating and attracting [FDI].Indian telecom is one of the fastest growing telecom markets in the world. Intelecom industry, service provider are the main drivers, whereas equipmentmanufacturers are witnessing growth and decline in successive quarters as sale isdependent on order undertaken by the companies. World telecom industry is goingto be a booming industry. NEWGATE INDIA, Bangalore Page 18
  • 19. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 1G.1.2 Regulatory frameworkThe Telecom Regulatory Authority of India [TRAI] was set up in March 1997 as aregulator for telecom sector. The TRAI’s functions are recommendatory,regulatory and tariff setting in telecom sector. Telecom Disputes settlement andAppellate Tribunal [TDSAT] came into existence in May 2000. [TDSAT] has beenempowered to adjudicate any dispute[34].  Between a licensor and a licensee  Between two or more service providers  Between a service provider and a group consumers  Hear and dispose of appeal against and direction, decision or order of [TRAI].1G.1.3 Evolution of Telecom sector in India Figure:1.1 PHASES OF EVOLUTION OF TELECOM SECTOR IN INDIA Source [49]: http://www.dbresearch.in NEWGATE INDIA, Bangalore Page 19
  • 20. [ MARKET RESEARCH REPORT] JAN 2010 - 2012Private sector companies penetrated the telecommunication market in 1984.Various kindof equipment related to telecom sector started being manufactured. [MTNL] was formedto promote communication in the metro city Delhi and [VSNL] got started in 1986 toenable communicate abroad. In 1989 telecom commission was set up to regulate thetelecom sector [17] Liberalization of Indian economy and open competition was allowed. [TRAI]that’s is Telecom Regulatory Authority was established in 1997.New Telecom Policy[NTP] was announced in 1999 to regulate various companies and have control on Tariffsto meet Indian customer needs [17]. [BSNL] was established in 2000 to have [STD] connection all over India. It wasgreat initiative to connect whole India. National and International long distance servicescame into competition. License fees were reduced. Internet telephony and [CDMA]technology was initiated in 2000. In 2002 [VSNL] was privatized and [BSNL] launchedmobile services. Calling party pays was initiated in 2003 and broad band policy wasformulated in 2004. In 2005 [FDI] increased from 49% to 72%.Concept of numberportability was introduced in 2006 [17].1G.1.4 Role of Telecom sector in Indian Economy Figure:1.2 Source[49]: http://www.dbresearch.in NEWGATE INDIA, Bangalore Page 20
  • 21. [ MARKET RESEARCH REPORT] JAN 2010 - 20121G.1.4.1 Direct Benefits  It contributes to Indian [GDP]  It generates revenue for nation thus increasing the national income  It provides employment1G.1.4.2 Indirect Benefits  It improves the existing flow of information system  Access of information in a simplified manner  Increases the speed of services  Increases productivity of business through voice and data services1G.1.5 GSM (Global System for Mobile Communications)  80% of the global market uses this standards.  It is used over 1.5 billion people across globe  Across 212 countries and territories have access to [GSM] services in India.  It differs from its predecessor technologies in both signaling and speech channels. It is a part of 2G (second generation) mobile system [18]1G.1.6 Benefits of GSM over CDMA Low cost in short message service [SMS] Wider network coverage at low cost Ability to roam and switch carriers without replacing phones[23].1G.2 Global contextThe telecom sector plays a vital role in the economic growth. In the beginning theU.S. telephone services was provided by American Telecom and Telegraph [AT&T].During the same period Great Britain’s national telephone company was sold toprivate investors as was Japan’s [NTT] telephone monopoly[22]. NEWGATE INDIA, Bangalore Page 21
  • 22. [ MARKET RESEARCH REPORT] JAN 2010 - 20121G.2.1 World Telecom SectorLater [AT&T] was proving long distance connections to the other companies. In therecent year the world’s policy makers have recognized that telecom provides keyinputs for:  Economic Development  Contributes to global integration  Enhances public sector effectiveness  Efficiency and transparency [19]1G.2.2 Growth of Telecom sector world wideThe telecom industry has become a global combination industry. An industry iscalled combination industry when it combines the other industry’s product to serveits customers. The telecom industry is serving their customers by transportingelectronic communications which is combining with computers, media andpublishing products before being sold to its customers. Nippon Telegraph andTelephone [NTT] provides multimedia services as part of its global telecombusiness. Over the last decades the fixed line operators are affected as thecustomers are using email, online chat, and mobile text messaging instead oftraditional phone calls. [19] Chart:1.1 Worldwide Telecom Industry Revenue in billions Source[32]: http://www.3g.co.uk/PR/Dec2005/2388.htm NEWGATE INDIA, Bangalore Page 22
  • 23. [ MARKET RESEARCH REPORT] JAN 2010 - 2012Next Generation Telecommunications has become very important for the emergingdigital economy. Some important services depend on [NGT] such as tele-health, e-education, e-business, digital media, e-government, environmental applications likesmart utility meters. [NGT] will take the form of wireless NGNs i.e. [WiMAX].1G.3 Indian context  MARCH 09-FEB 10, top 7 [GSM] + [CDMA] telecom have added more than 100 million sub base which near about 20% of total wireless sub-bases in India.  IDEA, TATA & AIRCEL were stable but all other like AIRTEl, VODAFONE, [BSNL] & RELIANCE were making loss of market share in last financial year(2009).  The growth of TATA Teleservices was quite high in terms of subscribers addition per month which was taken over by Vodafone in February 2010.1G.3.1 Growth In Subscriber Base Chart:1.2 Growth in Subscriber Base in million Source [38]: http://www.trai.gov.in/annualreportThis rapid growth has been possible due to various proactive and positivedecisions of the Government and contribution of both the public and private sector.The rapid strides in the telecom sector have been facilitated by liberal policies ofthe government that provides easy market access for telecom equipment and a fair NEWGATE INDIA, Bangalore Page 23
  • 24. [ MARKET RESEARCH REPORT] JAN 2010 - 2012regulatory framework for offering telecom services to the Indian consumers ataffordable prices.1G.3.2 Top Seven Operators – GSM + CDMA – Monthly Net Additions Chart:1.3 Source[30]: http://telecomblogs.in/?p=776The chart shows the monthly net income addition of Top 7 operators in regards toaggregate of [GSM] and [CDMA] services in India. The maximum addition has beendone by AIRTEL followed by AIRCEL. Whereas RELIANCE,TATA & IDEA had lessermonthly income compared to Vodafone and [BSNL]. 1. TATA & AIRCEL showed a stable monthly addition over last year 2. Whereas Vodafone RELIANCE & IDEA were fluctuating a lot in the fiscal year. 3. The % monthly addition of [BSNL] and AIRTEL were quite stable NEWGATE INDIA, Bangalore Page 24
  • 25. [ MARKET RESEARCH REPORT] JAN 2010 - 20121G.3.3 All India Wire line Subscriber Base Chart:1.4 Source [31]: http://telecomblogs.in/wp-content/uploads/2010/04/6.jpg  If we look at the charts above, we can find out how Tata (GSM+CDMA) has clearly dominated the sub addition scene in later half of year 2009.  In Broadband category, India has 80 lacks [BB] subscriber at the end of Feb- 10, as compared to 58 lacks in Mar-09. In implies only 2 million [BB] subscriber additions during one year period.1G.4 Current market scenarioThe telecom sector is growing very fast in India. It has become the second largesttelecom network in the world after China. [TRAI] has introduced significant policies.It let the telecom sector from monopolistic to open market for competition. TheIndian consumers are enjoying wide range of services at the lowest tariffs in theworld. The Indian telecom sector is growing by adding around 15 millionconnections per month. It has achieved its target of 500 million before the targeteddate.1G.4.1 Growth of subscriber base in India NEWGATE INDIA, Bangalore Page 25
  • 26. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 Chart:1.5 Growth of subscriber base from 1999 to 2009 (in million) 429.72 300.49 206.83 98.41 140.32 28.53 36.29 44.97 54.62 75.54 22.81 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 Source [38]: http://www.trai.gov.in/annualreportThere were 6.22 million broadband subscribers and 11.09 million internetsubscribers as on 31st 2009. The total subscriber base (both wireless and wire line)of telecom sector has achieved 429.72 million subscribers in India as on 31 st March2009.1G.4.2 Growth of Wire Line in India Chart:1.6 Wireline subscriber in million 41.43 41.54 40.75 40.09 39.42 37.96 Mar-04 Mar-05 Mar-06 Mar-07 Mar-08 Mar-09 Source [38]: http://www.trai.gov.in/annualreportThe subscriber base was 37.96 million subscribers as on 31st March 2009. It wasdecreased by 1.46 million subscribers from the last year. The urban wire linesubscribers are 27.38 million out of 37.96 million. NEWGATE INDIA, Bangalore Page 26
  • 27. [ MARKET RESEARCH REPORT] JAN 2010 - 20121G.4.3 Growth of Wireless Subscriber in India Chart:1.7 Wireless subscriber in million 391.76 261.07 165.11 90.14 52.22 33.69 Mar-04 Mar-05 Mar-06 Mar-07 Mar-08 Mar-09 Source [38]: http://www.trai.gov.in/annualreportThe wireless subscriber base was 391.76 million at the end of March, 2008. 130.69million Subscribers are added over the last year. It shows 50 percent growth rate.1G.4.4 Growth of Internet Subscriber in India Chart:1.8 Internet subscriber in million 13.54 11.09 9.27 6.94 5.55 4.55 Mar-04 Mar-05 Mar-06 Mar-07 Mar-08 Mar-09 Source [38]: http://www.trai.gov.in/annualreportThe internet subscriber base was 13.54 million as on 31st March 2009. The annualgrowth rate is around 22.09 percent over the last year. NEWGATE INDIA, Bangalore Page 27
  • 28. [ MARKET RESEARCH REPORT] JAN 2010 - 20121G.4.5 Growth of Broadband subscriber in India Chart:1.9 Broadband subscribers 6.22 3.87 2.34 1.35 0.18 Mar-05 Mar-06 Mar-07 Mar-08 Mar-09 Source [38]: http://www.trai.gov.in/annualreportThe total broadband subscriber was 6.22 million as on 31st March, 2009. It was 3.87million in the previous year. So the growth rate is 60.72 percent over the last year.1G.4.6 Growth of Tele density at India Chart:1.10 Growth of Teledensity in India 40 36.98 30 26.22 20 18.23 12.86 10 9.08 7.04 0 Mar-04 Mar-05 Mar-06 Mar-07 Mar-08 Mar-09 Source[38]: http://www.trai.gov.in/annualreportThe tele density was 36.98 percent at the end of March, 2009. In the last year it was26.22 percent. It has been increased by 10.76 percent. NEWGATE INDIA, Bangalore Page 28
  • 29. [ MARKET RESEARCH REPORT] JAN 2010 - 20121G.4.7 Growth of Wireless (GSM and CDMA) Services . Chart:1.11 300 250 200 Axis Title 150 GSM CDMA 100 50 0 Mar-04 Mar-05 Mar-06 Mar-07 Mar-08 Mar-09 Axis Title Source[38]: http://www.trai.gov.in/annualreportThere were 297.26 (75.88%) million [GSM] and 94.50 (24.12%) millions of [CDMA]subscribers at the end of the financial year 2008-2009. Around 130.69 millionsubscribers were added during the financial year 2008-2009 and it shows thegrowth rate of 50.06 percent over the last year.1G.5 Future Projections1G.5.1 Revenue & Market Share  There would be a rise in worldwide Industry telecom Revenue to 5163.6 billion by 2020 which around an increase in 64%  There will be increase in Indian telecom revenue to 3742 billion by 2020 which will around increase in 116%  Growth of telecom industry is higher in case of India compared to growth at global level.  By 2020 India alone will constitute 72% of the shares in the telecom sector.  Tele density will substantially increase in exponential pattern with both increase in population and national income in India  Private sector will take over public sector in terms of number of subscribers. NEWGATE INDIA, Bangalore Page 29
  • 30. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 1G.5.2 GDP and Employment  Telecom sector will contribute to 3.65% of [GDP] by 2015  Direct Employment will substantially rise to 5,00,000 above in next 5 years  The major provider of telecom sector will be from Private companies 1G.5.3 Future TechnologyThe most common technology that will evolve will be  4G ( 4th generation of telecom sector)  Umbrella technology  Shorter Towers with wider coverage  Broad [GSM]  [RFID] & [GPRS] technology in lined with each other  3G is the abbreviation of Third Generation. It will be the next growth wave in the telecom sector. [WiMAX] provides seamless connectivity with a high speed more than 4 Mega bit per second . 4G is the abbreviation of Fourth Generation. It will be the future technology used in telecom sector. It is upgrade version of [3G]. It will have download speed at 100 Mega bit per second and 1 Giga bit per second for low mobility communication. It will provide all [IP] based mobile broad band solution to laptop, smartphones with high security[35]. Many companies have taken self-serving definition and distortions about 4G to suggest they have 4G already in existence today, such as several early trails and launches of [WiMAX]. Other companies have made prototype systems calling those 4G. It is possible that some current demonstrated technologies may become part of 4G, until 4G standards have been defined. The international telecommunication regulatory and standardization bodies are working for commercial deployment of 4G networks roughly in the 2012-15 time scale. At that point it is predicted that even with current evolutions of the 3G networks, these will tend to be congested [20][21]. NEWGATE INDIA, Bangalore Page 30
  • 31. [ MARKET RESEARCH REPORT] JAN 2010 - 20121G.6 Major Market players in world marketAM StereoIn 1959 Petition was filled with [FCC] to adopt AM stereo standards. In 1970Magnavox,Motorala,Harris, Belar & Kaln started competing In 1980 Magnavox wasallowed In 1982FCC declared “let the market decide” .Later General MotorsElectronic division picked the Motorola AM stereo system.It was not cost effective.Digital Wireless PhoneEurope with a standard war in US. Europe adopted widely [GSM] (Global systemmobile communication.US adopted [GSM], [TDMA], [CDMA] Now some say that US is5 years behind Europe in wireless technology but some say [CDMA] technology wassuperior. Ericson: champion [TDMA].Qualcomm: Created [CDMA].Motorala haddisappeared: created [FDMA] .Switching to other technology needed to but newhandsets that was expensive Users of one system could make call to other systemthey could come up with handset where they could use both [GSM] & [CDMA]technology. [24]Rockwell LucentThe battle lines were drawn between Rockwell/Lucent & U.S. Robotics over theadvent of the path breaking 56k modem.56k modems was an epoch makinginnovation. The existing 28.8 kbps modem had been in place for long & observersbelieved that there can be no advancement in the near future. [ISDN] was not thesavior everyone expected it to be. The concept of asymmetric flow of information(downloading) lead to the advent of 56k.Consumers were unhappy with the limitedspeed offer by 28.8kAT&TIn 1913, telegraph was popular way of communication. [AT&T] commits to disposeits telegraph stocks and agreed to provide long distance connection toindependence telephone system.Bell System grew more under the name of [AT&T].Many of today’s companies face such issues as faced [AT&T] hundred years ago. In1956 the final judgment limited the BELL system to common carriercommunications and government projects but preserving the long-standingrelationship between the manufacturing, researches and operating arms of the Bellsystem. In this judgment [AT&T] retained bell laboratories and western ElectricCompany.[24] NEWGATE INDIA, Bangalore Page 31
  • 32. [ MARKET RESEARCH REPORT] JAN 2010 - 20121G.7 Major Market players in Indian marketAirtel comes from Bharti Airtel Limited, one of Asia’s leading integrated telecomservices providers with operations in India and Sri Lanka. Bharti Airtel since itsinception, has been at the fore front of technology and has pioneered severalinnovations in the telecom sector. The company is structured into four strategicbusiness units – Mobile, Telemedia, Enterprise and Digital TV. The mobile businessoffers services in India and Sri Lanka. The Telemedia business provides broadband,[IPTV] and telephone services in 95 Indian cities. The Digital TV business providesDirect-to-Home TV services across India. The Enterprise business provides end-to-end telecom solutions to corporate customers and national and international longdistance services to telcos [25].The Aircel group is a joint venture between Maxis Communications Berhad ofMalaysia and Sindya Securities & Investments Private Limited, whose currentshareholders are the Reddy family of Apollo Hospitals Group of India, with MaxisCommunications holding a majority stake of 74%. Aircel commenced operations in1999 and became the leading mobile operator in Tamil Nadu within 18 months. InDecember 2003, it launched commercially in Chennai and quickly established itselfas a market leader – a position it has held since[54].Vodafone Essar is the Indian subsidiary of Vodafone Group and commencedoperations in 1994 when its predecessor Hutchison Telecom acquired the cellularlicense for Mumbai. The company now has operations across the country with over85.82 million customers. Over the years, Vodafone Essar, under the Hutch brand,has been named the ‘Most Respected Telecom Company’, the ‘Best Mobile Service inthe country’ and the ‘Most Creative and Most Effective Advertiser of the Year’.Vodafone is the world’s leading international mobile communications group withpproximately 315 million proportionate customers as on 30 June 2009 [26]. NEWGATE INDIA, Bangalore Page 32
  • 33. [ MARKET RESEARCH REPORT] JAN 2010 - 2012IDEA Cellular is a leading [GSM] mobile services operator in India with over 53million subscribers, under brand IDEA. It is a pan India integrated [GSM] operatorcovering the entire telephony landscape of the country. A front runner inintroducing revolutionary tariff plans, IDEA Cellular has the distinction of offeringthe most customer friendly and competitive Pre-Paid offerings, for the first time inIndia, in an increasingly segmented market. From basic voice & [SMS] services tohigh-end value added & [GPRS] services such as Blackberry, Data card, Mobile TV,Games etc. – IDEA is seen as an innovative, customer focused brand [29].BPL Mobile has had the privilege of serving the communications needs of thefinancial capital of India for the last 13 years. BPL Mobile has been rebranded asLoop Mobile in Mumbai. New identity, Loop Mobile, represents growth withcontinuity. While they constantly work towards giving their subscribers a betternetwork, innovative products and a superior mobile telephony experience.,Spice Telecom, the brand name of Spice Communications Limited is presentlyoperating Cellular Phone Services in the states of Punjab and Karnataka [53].A new mobile operator, with a localized approach to the Indian market. Theycombine the force of India’s second largest real estate company, Unitech Ltd andNorway-based Telenor, the 6th largest mobile communications group in the world.Now they are bringing their services and innovation in communications to India[55]. NEWGATE INDIA, Bangalore Page 33
  • 34. [ MARKET RESEARCH REPORT] JAN 2010 - 2012Tata DOCOMO is Tata Teleservices Limited’s [TTSL] telecom service on the [GSM]platform-arising out of the Tata Group’s strategic alliance with Japanese telecommajor NTT DOCOMO in November 2008. Tata Teleservices has received a pan-Indialicense to operate [GSM] telecom services, under the brand .Tata DOCOMO and hasalso been allotted spectrum in 18 telecom Circles. [TTSL] and has already rolled outits services in various circles. The launch of the Tata DOCOMO brand marks asignificant milestone in the Indian telecom landscape, as it stands to redefine thevery face of telecoms in India [56].Reliance Communications is the flagship company of the Anil Dhirubhai AmbaniGroup [ADAG] of companies. Listed on the National Stock Exchange and the BombayStock Exchange, it is India’s leading integrated telecommunication company.Theirbusiness encompasses a complete range of telecom services covering mobiletelephony and data services along with an exhaustive range of value-added servicesand applications.RTL(Reliance Telecom Ltd.) is one of the oldest licensees ofCMSP.Its license dates back to 12.12.1995.[RTL] launched its [GSM] services duringOctober 1997.With the merger of RISL now [RTL] is operating in 8 Telecomcircles[50].Bharat Sanchar Nigam Ltd. formed in October, 2000, is World’s 7th largestTelecommunications Company providing comprehensive range of telecom servicesin India: Wire line, [CDMA] mobile, [GSM] Mobile, Internet, [BB], Carrier service,[MPLS]-[VPN], [VSAT], [VoIP] services etc. Presently it is one of the largest & leadingpublic sector unit in India. [BSNL] is the only service provider, making focusedefforts and planned initiatives to bridge the Rural-Urban Digital Divide [ICT] sector.In fact there is no telecom operator in the country to beat its reach with its widenetwork giving services in every nook & corner of country and operates across Indiaexcept Delhi & Mumbai. Whether it is inaccessible areas of Siachen glacier andNorth-eastern region of the country[27]. NEWGATE INDIA, Bangalore Page 34
  • 35. [ MARKET RESEARCH REPORT] JAN 2010 - 2012Etisalat DB India Pvt. Ltd has been awarded the Unified Services Access License in15 circles including Andhra Pradesh, Delhi, Gujarat, Haryana, Karnataka, Kerala,Maharashtra, Mumbai, Punjab, Rajasthan, Tamil Nadu (including Chennai), UttarPradesh (East), Uttar Pradesh (West), Madhya Pradesh and Bihar.These licensesenable the Company to provide a full spectrum of telecom services covering apopulation of over 900 million across India. The services will include national &international long distance telephony solutions, full range of prepaid & postpaidproducts, national & international roaming and Value Added Services whichincludes Voice Mail, Audiotex services, Video Conferencing, Videotex, E-Mail, ClosedUser Group. Under the license the Company can also provide Internet Telephony,Internet Services and Broadband Services [56]Datacom Solutions Pvt Ltd. offers telecommunication services. The company isbased in India. Datacom Solutions Pvt Ltd. operates as a subsidiary of VideoconIndustries Ltd [56]India’s privately owned STel Ltd. is planning to roll out its mobile phone services inIndia. STel is in “final negotiations” to outsource its network and technologyrequirements and is also in talks with various tower companies to shareinfrastructure. New telecom service providers in India opt to share passiveinfrastructure such as telecom towers and outsource non-core activities such asnetwork and technology management, to reduce costs and roll out servicesfaster.STel has licenses to provide mobile phone services in the eastern states ofBihar and Orissa, the northern states of Jammu & Kashmir and Himachal Pradesh,India’s northeastern region and the state of Assam [52]. NEWGATE INDIA, Bangalore Page 35
  • 36. [ MARKET RESEARCH REPORT] JAN 2010 - 20121G.8 Market Share1G.8.1 Market Share of GSM service in IndiaCurrently - Airtel, Reliance, Vodafone, Tata, [BSNL], Idea, Aircel stand in top 6. It isimportnat to see what happens after [MNP] - Mobile Number Portability. [MNP]analysis takes time for official release from Trai.Revenue Market share.. One goodstrategy about Airtel is Grow consolidate and then back to the Growth cycle and thespiral continues. Bharti Airtel has 24.3% customer market share and 33.8% revenue market share. Vodafone India has 18.8% customer market share and 20.7% revenue market share. Idea Cellular has 11.2% subscribers market share and 12.1% revenue market share [BSNL] has subscriber share of 12.7% and mere 10.2% of revenue share Reliance Communications is the worst performer with 18.9% customer market share and pathetic 11.5% revenue market share. Chart:1.12 Sources [48] : http://www.gobroadband.in NEWGATE INDIA, Bangalore Page 36
  • 37. [ MARKET RESEARCH REPORT] JAN 2010 - 20121G.8.2 Market Share regional basis in WorldWorld telecom Industry is an uprising industry, proceeding towards a goal ofachieving two third of worlds telecom connections. Over the past few years’information and communications technology has changed in dramatic mannersand as a result of that world telecom industry is going to be a booming industry.Substantial economic growth and mounting population enable the rapid growthof this industry.  The world telecom industry is expected to grow by 11%  The total revenue earned from this industry is 3% of the gross world economy  16.9% of the world population has access to internet. Chart:1.13 Market Share Region Wise in World Source [48] : http://www.trai.gov.in/annualreport NEWGATE INDIA, Bangalore Page 37
  • 38. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 1G.8.3 Market Share Regional basis in IndiaThe Indian telecom services with 203 million connection is the 3 rd largest Telecomnetwork in the world & 2nd largest among the emerging economies of Asia. Today, itis one of the fastest growing markets in the world. The Telecommunication sectorcontinued to register significant success during the year and has emerged as one ofthe key sectors responsible for India’s economic growth  Telecom sector in India comprises 3% of India’s [GDP] alone. Likely to be double by 2012.  Telecom services contribute 30% of India’s Total Tax revenue.  Indian Telecom sector gives direct employment to more than 4, 00,000 people compared to 6, 00,000 people in china. Chart:1.14 Market Share Region Wise in India Source [48]: http://www.trai.gov.in/annualreport [Note: Market share calculated as per this research is mentioned in Appendix: F.2/ Chart 4.7 ; Table:4.4] NEWGATE INDIA, Bangalore Page 38
  • 39. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 Chapter - 2 Review of Literature2A. Research papers reviewedJeewon Choi, Hyeonjoo Seol, Sungjoo Lee, Hyunmyung Cho, Yongtae Park,(2008) . In their research paper they have said that the purpose of this paper is todistinguishes features of mobile-commerce from those of e-commerce and identifyfactors to influence customer satisfaction (mobile-satisfaction) and loyalty (mobile-loyalty) in mobile-commerce by empirically-based case study. The paper finds thatm-commerce is partially similar in factors like “transaction process” and“customization” which lead customer satisfaction after connecting an m-commercesite, but it has unique aspects of “content reliability”, “availability”, and “perceivedprice level of mobile Internet (m-Internet)” which build customers intention to them-commerce site. Through the m-satisfaction model, “content reliability”, and “transactionprocess” are proven to be significantly influential factors to m-satisfaction and m-loyalty. The paper meets the needs to focus on customer under the fiercercompetition in Korean m-commerce market. It can guide those who want to initiate,move or broaden their business to m-commerce from e-commerce. The paperdevelops a revised ACSI model to identify individual critical factors and the degree ofeffect.References [8]: Jeewon Choi, Hyeonjoo Seol, Sungjoo Lee, Hyunmyung Cho, YongtaePark, (2008) "Customer satisfaction factors of mobile commerce in Korea", InternetResearch, Vol. 18 Iss: 3, pp.313 – 335URL Link: http://www.emeraldinsight.com/journals.htm?issn=1066-243&volume=18&issue=3 &articleid= 1729308 & show=abstractHsin Hsin Chang, Hsin-Wei Wang, (2011) . The purpose of this research is toexamine the impact of e-service quality, customer perceived value, and customersatisfaction on customer loyalty in an online shopping environment. The studydemonstrated that e-service quality and customer perceived value influencecustomer satisfaction, and then influence customer loyalty. In addition this studyfound that customers with a high perceived value have a stronger NEWGATE INDIA, Bangalore Page 39
  • 40. [ MARKET RESEARCH REPORT] JAN 2010 - 2012relationship.between satisfaction and customer loyalty than customers with a lowperceived value. there are emotional and rational routes influencing customer loyaltyin the online shopping process. This will contribute to other research that clarifiesthe influencing process of online shoppers motivation and behavior. In the pre-purchase stage, online retailers should focus on attracting consumers by the qualityof e-service. In the purchase stage, online retailers should address the emotionalfactors, such as customer satisfaction. In the post-purchase stage, rational factors – such as customer perceived valueplay important roles because they can strengthen the relationship betweensatisfaction and loyalty. In the pre-purchase stage, online retailers should focus onattracting consumers by the quality of e-service. In the purchase stage, onlineretailers should address the emotional factors, such as customer satisfaction. In thepost-purchase stage, rational factors – such as customer perceived value – playimportant roles because they can strengthen the relationship between satisfactionand loyalty.References [9]: Hsin Hsin Chang, Hsin-Wei Wang, (2011) "The moderating effect ofcustomer perceived value on online shopping behaviour", Online Information Review,Vol. 35 Iss: 3, pp.333 – 359URL Link: http://www.emeraldinsight.com/journals.htm?issn=0887-6045& volume=25&issue=1&articleid=1906302&show=abstractPaul Williams, Earl Naumann, (2011), This research study aims to examine therelationships between customer satisfaction and a variety of company performancemetrics at the firm-level of analysis. It was found that there are significant, andmoderate-to-strong associations between satisfaction levels and a firms financialand market performance. More specifically, there are strong links between customersatisfaction, and retention, revenue, earnings per share, stock price, and Tobins q.The main implication of this study is that the longitudinal findings demonstrate astrong consistent link between customer attitudes and financial performance at thefirm level. The study is clearly limited to one firm, from one industry sector, butoffers future researchers a wealth of replication opportunities. Numerous experts have noted that marketing needs to document the financialimpact of marketing activities. Unlike most studies in this area, this studyinvestigated these associations at the firm level, rather than at the aggregate orindustry level where some relationships are potentially masked. The study alsoinvestigated the links between satisfaction and financial performance in thebusiness-to-business services sector, rather than in business-to-customer services. NEWGATE INDIA, Bangalore Page 40
  • 41. [ MARKET RESEARCH REPORT] JAN 2010 - 2012Finally, the firm provided access to large samples of real customer attitude data overa five-year period, rather than from a cross-sectional study.References [10]: Paul Williams, Earl Naumann, (2011) "Customer satisfaction andbusiness performance: a firm-level analysis", Journal of Services Marketing, Vol. 25 Iss:1, pp.20 - 32URL Link: http://www.emeraldinsight.com/journals.htm?issn=0954-478X&volume=1&issue=2&articleid=841345&show=abstractPingjun Jiang, Bert Rosenbloom, (2005), In his research paper Jiang says that thepurpose is to compare & emphasize that in service quality of online marketing,much less work has been done on the role of price perception, service attribute-levelperformance and satisfaction that unfolds over time, and their effects on customerretention. This paper seeks to fill this gap in the literature. The findings of this studyindicate that after-delivery satisfaction has a much stronger influence on bothoverall customer satisfaction and intention to return than at-checkout satisfaction,and that price perception, when measured on a comparative basis, has a direct andpositive effect on customer overall satisfaction and intention to return.This paperconcludes that excellence pre-sales service is not necessarily an advantage thatallows e-tailers to develop customer retention. In fact, e-tailers might commandhigher customer retention through providing good performance in after-deliveryservice and continuously generating favorable price perceptions among customersbecause both have a strong and positive influence on return intention. This researchconceptualizes and explores different aspects of satisfaction that unfold over time,regarding customers whole shopping experience with a particular e-retailer. It is apioneer work that empirically investigates the relative contribution of at-checkoutand after-delivery satisfaction in generating intention to return to an e-tailer.References [11]: Pingjun Jiang, Bert Rosenbloom, (2005) "Customer intention toreturn online: price perception, attribute-level performance, and satisfaction unfoldingover time", European Journal, Vol. 39 Iss: 1/2, pp.150 - 174URL Link: http://www.emeraldinsight.com/journals.htm?issn=0309-0566&volume=39&issue=1/2&articleid=1463187&show=abstract NEWGATE INDIA, Bangalore Page 41
  • 42. [ MARKET RESEARCH REPORT] JAN 2010 - 2012Li-Wei Wu, (2011), Purpose of this research is empirically studying andinvestigating the antecedents of customer loyalty typically focusing on satisfaction.This study aims to develop and test a more comprehensive model of the antecedentsof customer loyalty, including satisfaction and inertia. In addition, this study alsoconsiders how the effects of satisfaction and inertia on customer loyalty vary withdiffering levels of the zone of tolerance (ZOT), and how these are likely to changedue to customers alternative attractiveness. The results show that a wider level ofthe ZOT strengthens the positive effect of inertia on customer loyalty, while alsoreducing the positive effect of satisfaction. The results also indicate that the negativemoderating effect of the ZOT on the relationship between satisfaction and customerloyalty will reduce as alternative attractiveness increases. In contrast, the positivemoderating effect of the ZOT on the relationship between inertia and customerloyalty will reduce as alternative attractiveness increases. This study is a first attempt to integrate the ZOT to determine the relativeimportance of satisfaction and inertia in determining customer loyalty. In addition,this study suggests that customers with higher perceptions of alternativeattractiveness are more likely to experience changes in the influence of the ZOT ontheir loyalty decisionsReferences [12]: Li-Wei Wu, (2011) "Satisfaction, inertia, and customer loyalty inthe varying levels of the zone of tolerance and alternative attractiveness", Journal ofServices Marketing, Vol. 25 Iss: 5, pp.310 – 322URL Link: http://www.emeraldinsight.com/journals.htm?issn=0887-6045&volume=25&issue=5&articleid=1941501&show=abstract2B. Articles reviewedMike Asher, (2006) , In his article Mike says that to maintain the competitive edge,organizations must move quickly to identify and then meet customer satisfaction.Examines methods of identifying customer satisfaction, measuring and using theresults to improve the quality of products and services. Sees customer satisfaction asthe end product. Advises on how to identify and implement a quality improvementprogramme. Contends that complete customer satisfaction is only possible whenthere is full information about customer requirements in the hands of all andeveryone who has influence on how they are met. Concludes that, by getting it rightfirst time, the whole customer/supplier chain focuses on meeting the needs of theexternal customer, and providing customer satisfaction NEWGATE INDIA, Bangalore Page 42
  • 43. [ MARKET RESEARCH REPORT] JAN 2010 - 2012References [13]: Mike Asher, (2006) ,” Measuring Customer Satisfaction “,The TQMMagazine, Vol. 1, Issue: 2URL Link: http://www.emeraldinsight.com/journals.htm?issn=0887-6045&volume=25&issue=1&articleid=1906302&show=abstracRade B. Vukmir, (2006), This article paper seeks to present an analysis of theliterature examining objective information concerning the subject of customerservice, as it applies to the current medical practice. Hopefully, this information willbe synthesized to generate a cogent approach to correlate customer service withquality. There is a significant lack of objective data correlating customer serviceobjectives, patient satisfaction and quality of care. Patients present predominantlyfor the convenience of emergency department care. Specifics of satisfaction aredirected to the timing, and amount of “caring”. Demographic correlates includingsymptom presentation, practice style, location and physician issues directly impacton satisfaction. It is most helpful to develop a productive plan for the “difficultpatient”, emphasizing communication and empathy. Profiling of the customersatisfaction experience is best accomplished by examining the specifics ofsatisfaction, nature of the ED patient, demographic profile, symptom presentationand physician interventions emphasizing communication – especially with thedifficult patient. The current emergency medicine customer service dilemmas are a complexinteraction of both patient and physician factors specifically targeting both efficiencyand patient satisfaction. Awareness of these issues particular to the emergencypatient can help to maximize efficiency, minimize subsequent medicolegal risk andimprove patient care if a tailored management plan is formulated.References [14]: Rade B. Vukmir, (2006) "Customer satisfaction", InternationalJournal of Health Care Quality Assurance, Vol. 19 Iss: 1, pp.8 – 31URL Link: http://www.emeraldinsight.com/journals.htm?issn=0952-6862&volume=19&issue=1&articleid=1541773&show=abstract NEWGATE INDIA, Bangalore Page 43
  • 44. [ MARKET RESEARCH REPORT] JAN 2010 - 20122C. Case studies reviewedKasina V. Rao, (2011). In his case study he says that it is best suited to teachundergraduates and graduates in the areas of rural marketing, agri-businessmanagement, service management and information and communication technologyfor development.Case overview – India is changing with great pace by inclusive growth on espousalof technology into the mainstream. Indian farmers are wholly depending even nowon traditional methods for decision making on entire agriculture supply chain. Theconstant decision making provides middle men with a chance to exploit andempower themselves on the returns produced by farmers. Technology is creatingwaves providing an opportunity for farmers to benefit by adopting information andtechnology to solve their basic livelihood problems. The Thomson Reuter grouplaunched a SMS-based mobile information service to support Indias 250-million-strong agricultural community. The service, named Reuters Market Light (RML), istrying to provide a missing link by providing required information in the quickestpossible time to farmers; user need-based services are critical to this. How far RMLservices are delivering in this context is quizzed by some analysts. ThomsonReuters service started with the global climb down in commodity prices, coupledwith increased risk of natural disasters as per experts. The competitors providingsimilar services at price which differ with RML wondered about the success,scalability and sustainability of its venture.Expected learning outcomes – This is a practical view of how these interventionscan be better looked at and can get into policy for a framework for rural areassocio-economic development.References [15]: Kasina V. Rao, "RML: market intelligence in India with mobile SMSintervention", Emerald, (2011). Title – RML: market intelligence in India with mobileSMS intervention.URL Link: http://www.emeraldinsight.com/case_studies.htm?issn=2045-0621&articleid=1917184&show=abstract NEWGATE INDIA, Bangalore Page 44
  • 45. [ MARKET RESEARCH REPORT] JAN 2010 - 20122B. Books publishedEdward E. Rigdon, Christian M. Ringle, Marko Sarstedt, Siegfried P. Gudergan(2011), In their book they have mention that the purpose of this chapter looks atthe evidence for observed and unobserved heterogeneity within data underlying theAmerican customer satisfaction index (ACSI) model. Examining data for two specificindustries (utilities and hotels) reveals only modest differences. However, wesuppose that unobserved heterogeneity critically affects the results. These insightsprovide the basis for shaping further differentiated ACSI model analyses and moreprecise interpretations. This research uncovers unobserved heterogeneity that guides forming threesegments of customers within each industry. The major segment in each industryrepresents customers that are fairly loyal (i.e., neither disloyal nor extremely loyal)while the other two smaller segments are not as similar across the two industries.Our study identifies substantial differences across these segments within eachindustry. An importance-performance map analysis illustrates these differences andprovides the basis for managerial implications. The unobserved heterogeneity revealed within industries in a given country(i.e., the United States of America) underlines the need to be open to differenceswithin populations, beyond the observed heterogeneity across distinct groups orcultures, and the need to reconsider reporting requirements in academic research.References [16]: Edward E. Rigdon, Christian M. Ringle, Marko Sarstedt, SiegfriedP. Gudergan (2011), “Assessing Heterogeneity in Customer Satisfaction Studies: AcrossIndustry Similarities and within Industry Differences”, Emerald Group PublishingLimited, pp.169-194URL Link: http://www.emeraldinsight.com/books.htm?issn=1474-7979&volume=22&chapterid=1947689&show=abstract NEWGATE INDIA, Bangalore Page 45
  • 46. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 Chapter - 3 Research Methodology 3A Research Design 3A.1 Research Framework [1] Figure:3.1 Difficulty in knowing the factors which makes customerProblem Definition satisfied after post purchase evaluation of GSM operator 1. To identify the factors that would decide customers satisfaction after they subscribe to any GSM service. 2. To prioritize those identified factors based on their impactResearch Objectives on satisfaction level of customer. 3. To design a cause effect relationship/X-Y/ statistical equation to prove relationship among those factors & customer satisfaction level. Research Design Causative Research: How variable X affects variable Y Primary data: Customers who are using GSM service Source of Data Secondary Data: Online Journals for review of literature 1. Checklist Survey method Data Collection 2. Interview method 3. Online questionnaire survey method 1. Multiple Linear Regression Analysis Data Analysis 2. Discriminant Analysis (Primary) 3. Correlation Analysis 4. Reliability Test 5. Ranking Table Report and 6. Descriptive statistics presentation 7. Graphical Analysis NEWGATE INDIA, Bangalore Page 46
  • 47. [ MARKET RESEARCH REPORT] JAN 2010 - 20123A.2 Research Approach Figure:3.2 TARGET PHASE METHOD PURRPOSE SAMPLE S SIZE PHASE:1 To identify the factors 20-25 Checklist that constitutes Method customer satisfaction level. Used. To find out how the factors 15-20 PHASE:2 Interview are related to customer Method satisfaction before statistical use. PHASE:3 To find out cause-effect (X-Y) 80-100 Questionnaire relationship between factors & Method customer satisfaction level.3A.2.1 PHASE1:Purpose: To identify & rank the various factors based on their priorities thatwould decide customer satisfaction level after subscription to any particular[GSM] operator.Method: Checklist were circulated to selected customers whose backgroundswere known and were asked to check the factors that they found important.Drop box wizard was used to prioritize the factors. It was done through online.3A.2.2 PHASE2:Purpose: To find how strong is the relation between the identified factors and thesatisfaction level to get an overview before going for the *questionnaire method.Method: Interviewing selected people to know their personal preferences. NEWGATE INDIA, Bangalore Page 47
  • 48. [ MARKET RESEARCH REPORT] JAN 2010 - 20123A.2.3 PHASE3:Purpose: To find out cause-affect (X-Y) relationship between factors & customersatisfaction level.Method: Using online *questionnaire survey method to track those factors thathave high significance impact and rate them.3A.3 Type of Research*Causal ResearchIt is done to establish a cause and affect relationship between factors & customersatisfaction level [2].How variable function F(X) affects variable Y.*Dependent variable : Sa , Satisfaction Level*Independent variable : F(X), Factors influencing satisfaction level. Y = F(X) + CWhere is C is constant valueHere F(X) may be combination of several factors as shown below F (X) = F (X1) + F (X2) + F (X3) + F (X4) ………. [Note: The relation derived is mentioned in Appendix: H.1, H.2]3B Sources of data3B.1 Primary data: The main sources of *primary research data were all those customers from various part of India subscribed to any [GSM] services in India. Customers from all age groups were targeted. Some of them were already working in Telecom Industry. [Note: All details of people involved in primary research is mentioned in Appendix-A]. NEWGATE INDIA, Bangalore Page 48
  • 49. [ MARKET RESEARCH REPORT] JAN 2010 - 20123B.2. Secondary data:  In some cases *secondary research data such as website search was done for to get an idea about telecom Industry and market share of various service operator.  Online journals were used to compose review of literature and to know the opinions & results of other research done in similar field or very close to it.[Note : All details of sources involved in secondary research is mentioned in Chapter 2 /References]3C Sampling of data3C.1 Nature of Sampling *Probability Sampling [2]:  Nature of sampling used in this research is *probability sampling in which each *population element has a known and equal chance of being included in the *sample  The *population size is known. In India number of cellular [GSM] service users are 559.55 Millions ( 55,95,50,000) N0 = 55,95,50,000  Any probability ratio can be calculated keeping this *population to be in denominator3C.2 Sampling Type Simple Random Sampling  This is a type of sampling in which *samples were chosen randomly from the entire pool of *population.  Each element in the *population had a known and equal probability of selection.  Each possible *sample of a given size (n) had a known and equal probability of being the sample actually selected. NEWGATE INDIA, Bangalore Page 49
  • 50. [ MARKET RESEARCH REPORT] JAN 2010 - 20123C.3 Sample SizePHASE:1 Initially a small pre-survey in checklist method was done to identify thefactors for which *sample size was 23.PHASE:2 Later on for these selected people interview were conducted with*sample size of 17PHASE:3 The main online *questionnaire survey was carried to do actual analysishaving *sample size of 107 n = 107[Some of the questions filled were iterative and had been filled by same respondentsthrice, for people who have used multiple SIMS. So in that case sample size wouldbecome 2n or 3n based on requirement of analysis]3C. 4 Target SamplePeople using [GSM] service from all age group, gender, occupation & differentgeographical locations were targeted.Age groups  Below 18 ( Teenage)  18-25 ( Young youth )  25-35 ( Professionals )  Above 35 (Experienced professionals )Gender  Both male & female were surveyed  Sex ratio was balanced close to 52%-48%.Different Occupations  Working professionals mainly from [IT], Banking, Hospitality, Electronics, Telecom & Manufacturing Industries across India  Students mainly of Management, Engineering, Chartered Accountants ,Biotechnology & life science background across India  Friends on social networking sites NEWGATE INDIA, Bangalore Page 50
  • 51. [ MARKET RESEARCH REPORT] JAN 2010 - 2012Different Geographical ReasonsPeople who were surveyed mainly belonged to following regions  Bangalore Region  National Capital Region ( Delhi, Noida, Gurgaon)  West India (Mumbai, Pune)  East India (Kolkata)  South India ( Chennai, Hyderabad)  South –East India ( Bhubaneswar, Ranchi, Rourkela)People who have responded and have used [GSM] services were mainly fromfollowing states either due to their current location or because it is their hometownor due to stay during their education. It covers all major populated states withinIndia.State wise coverage : Karnataka, Andhra Pradesh, Tamil Nadu, Kerala,Maharashtra, Goa, Madhya Pradesh, NCR region, Gujarat, Uttar Pradesh, Punjab,Rajasthan, Haryana, West Bengal, Orissa, Jharkhand, Bihar, Chhattisgarh, Tripura &Assam [Note: Cross tabulations of age,gender,location are mentioned in Appendix: B ]3D. Primary scales used 1. *Nominal Scale : This serves only as labels or tags for identifying and classifying objects. In this research Name, Place, Gender, Place, Comments, Contact address are part of nominal scale. 2. *Ordinal Scale : A ranking scale is in which numbers are assigned to objects to indicate the relative extent to which the objects possess some characteristic. In this research ranking the factors, customer priorities, ordering factors are measured. 3. *Interval Scale : Numerically equal distances on the scale represent equal values in the characteristic being measured. In this research most of the important factors for Spss analysis are collected on interval scale rating , bipolar rating, grid ratings etc [2]. NEWGATE INDIA, Bangalore Page 51
  • 52. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 4. *Ratio Scale : Numerically equal distances on the scale represent equal values in the characteristic being measured. In this research price scheme used by customers & number of [GSM] [SIM] used by customers are measured on ratio scale. [Note: All scales used are mentioned in Table: 3.2, 3.3, 3.4 in this chapter itself ]3E. Data Collection Methods Checklist: Initially candidates were being sent with online survey checklist to choose the top most 8 factors out of a list of 30 factors, that they think were most important in influencing their satisfaction level on post subscription to any mobile service. It helped to identify the top most factors , screening away all other factors that didn’t had much influence. Interview: Then selected candidates were interviewed to get better clarification on the factors before they choose any particular GSM service. It also helped to understand their price schemes. *Questionnaire : Then surveying customers through online questionnaire helped to get the actual insight and traping the relationship between satisfaction level & identified factors. [Note: All important observation during data collection method is mentioned in Chapter:4, section 4A]3F. Analysis tool used 1. * Multiple Linear Regression Analysis *Regression analysis helps one understand how the typical value of the *dependent variable changes when any one of the *independent variables is varied, while the other *independent variables are held fixed. 2. * Discriminant Analysis Linear discriminant analysis (LDA) and the related Fishers linear discriminant are methods used in statistics, pattern recognition and machine learning to find a linear combination of features which characterize or separate two or more classes of objects or events. NEWGATE INDIA, Bangalore Page 52
  • 53. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 3. * Correlation Analysis A correlation function is the *correlation between random *variables at two different points in space or time, usually as a function of the spatial or temporal distance between the points. 4. * Reliability Test Used to assess the degree to which different raters/observers give consistent estimates of the same phenomenon. 5. Ranking Table It helps in prioritizing factors based on order of ranking high to low or low to high on scale. 6. Descriptive statistics Descriptive statistics, quantitatively describes the main features of a collection of data like central tendencies, *Mean, *Median, *Mode and deviations like *standard deviation, *variance, *standard error. It also deal with *quartiles, *outliers, *skewness & kurtosis. 7. Graphical Analysis It gives graphical chart or plot of summary data in form of bar chart, pie chart, scatter diagram, linear curve chart . [Note: All analysis results are interpreted in Chapter:4, section 4B, 4C]3G. Overview of work3G.1 Tasks accomplished1. A background research on the topic was done. Reviewing of literatures were done from online journals like ebsco.com, emarald.com and material available from library2. Synopsis was developed mentioning the research problem, objective and motivation factor behind it.3. Online checklist survey form was designed for the 1st phase of research. Checklist were sent to customers. Customers response data were collected and sorted in excel sheet format. 23 people have responded to the online survey.4. In 2nd phase of research, Interview was conducted with 17 people out of the above 23 people who replied. The interview had 5 to7 questions, varying NEWGATE INDIA, Bangalore Page 53
  • 54. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 based on customers qualification & profession. It was carried out mostly through telephone & face to face. 5. A background analysis of online *questionnaire in phase-3 was done; it was designed and was sent to near about 700 people with minimum expectation of 80 responses. Around 107 people replied back. A background work was done on utility of analysis tool & SPSS software data framework to be used while executing the date. 6. Data received on Google docs form were transferred to excel spreadsheet and were sorted alphabetically. 7. The ratings such as Very High, High, Neutral, Low, Very low were replaced by numeric value of 50,40,30,20 & 10 respectively to help in analyzing. The ratings on scale 1 to 7 for satisfaction level were multiplied with 10, making it ranging between 10 to 70, to support a healthy statistical analysis. 8. Missing data were replaced with its mean value so that the data were free from bugs. Wrong data entry were excluded and tackled statistically. 9. Prioritization of factors, plotting of charts & calculation of market shares of companies were done through excel simulation. 10. Data were fed into SPSS software . *Correlation analysis, *Regression analysis, *Discriminant analysis, Descriptive analysis, *Reliability test , *cross tabulation were performed on IBM SPSS software version 14 . Output was evaluated, results were derived and finally interpreted. 11. Graphical analysis were done based on output released by Google spreadsheet & results were interpreted. 12. Finally findings , recommendations & conclusion were made which successfully met all the three objectives proposed in the synopsis. 3G.2 Software package/ tools used Table:3.1 SOFTWARE TOOL ANALYSIS TOOL Correlation, Regression, Descriptive, Central Tendencies,IBM SPSS STATISTICS V.14 Reliability Test, Cross Tabulation, Plotting charts Prioritizing Matrix ,Percentage calculation, Market share, Microsoft Excel V.2010 Ratios, Frequency Tables, Plotting, Graphical Analysis Google Form Frequency & Graphical Analysis [Note: SPSS analysis is covered in Chapter:4, section 4C] NEWGATE INDIA, Bangalore Page 54
  • 55. [ MARKET RESEARCH REPORT] JAN 2010 - 20123G.3 Meeting with target people. Online survey form sent to 70+ selected candidates out of which 23 had replied back to checklist online survey. 17 People were interviewed. Target people were mainly students of Alliance, old school & college friends, past office peers/colleagues from various industries like Honeywell, IBM, Wipro, HCL, Vedanta etc., family friends & database available for juniors & alumni of my engineering college. Around 107 candidates replied back to 700+ request sent. Respondents were mainly working professionals mainly from [IT], Banking, Hospitality, Electronics, Telecom & Manufacturing Industries across India, Students mainly of Management, Engineering, Chartered Accountants ,Biotechnology & life science & friends on social networking sites3H. Questionnaire & Interview Questions3H.1 Phase 1: Online survey questions1. Please enter your Name Full name:First Name Middle name Surname2. Please select your age starting from as on mentioned on certificates Below 10 Years 11 - 18 Years 19-30 Years 31-45 Years Above 45 Years Not interested to mention NEWGATE INDIA, Bangalore Page 55
  • 56. [ MARKET RESEARCH REPORT] JAN 2010 - 20123. Your Gender Male Female4. Please select your country/Region Mention your country/ if country not foundthen enter your Region4..A How long have you stayed in India Less than 2 Years 2 - 5 years More than 5 years Born in India & have lived till date in India Other:5 A. If India, Select your current location region from list of 50 regions in IndiaSelect the city from the list most close to your place5. B. If India, Select your Permanent location region from list of 50 regions inIndia Select the city from where you come or your parents stay.5.C. If India, Any other place where you have stayed for more than 2 years foreducation, work or any other purpose Select the city from where you have stayedmore than 2 years6. Number of mobile operators you have used till date Number of Mobile SIMyou have with you NEWGATE INDIA, Bangalore Page 56
  • 57. [ MARKET RESEARCH REPORT] JAN 2010 - 20127. Type of mobile communication you have you can select more than one choice PREPAID ( SELF ) POSTPAID ( SELF ) PREPAID ( OFFERED BY CURRENT EMPLOYER/COMPANY YOU ARE WORKING ) POSTPAID ( OFFERED BY CURRENT EMPLOYER/COMPANY YOU ARE WORKING )8. Please carefully choose any "8" factors from list that you expect most afteryou subscribe to any GSM mobile service/ after you buy a mobile SIM. Choosebest 10 options from the list of 30, Not more then 10 1. Optimal Service Quality 2. Service Reliability/Service Guarantee 3. Justified Value & benefit for Money 4. Reasonable price rates for Call/SMS/Roaming 5. Customized flexible discounts/offers available after purchase 6. Ease of technicality/usage 7. Low traffic in network/ Network doesn’t remain busy for most of the time 8. Wide variety of Offers/Boucher/recharge available 9. Additional services like Internet, GPRS, Downloads, Software uploads etc. 10. Brand Image Itself 11. Saves cost on connecting with friends/loved ones/family/relatives using the same GSM service NEWGATE INDIA, Bangalore Page 57
  • 58. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 12. Ease to remember your own number 13. Problems being well addressed by customer care 14. Ease of prepaid recharge/Postpaid payment through website portal viaonline banking/Credit/Debit cards 15. Immediate access to network as soon as you buy a SIM 16. Availability of Boucher/offer in your nearest store 17. High Performance 18. Functional ability of the service to do as it was intended 19. High customer security & privacy maintained for customer database 20. Customer care frequently in touch with customer 21. Ease of Internet/GPRS Installation 22. Correctness of Information delivered 23. All features demanded are well Integrated 24. Number can be reused when you change your SIM 25. Flexibility in offerings made 26. Easy to identify problem & act on it 27. Sustainable life of SIM 28. Maintainable 29. Scalability : Same SIM can be modified & extra features can be easilyadded in future NEWGATE INDIA, Bangalore Page 58
  • 59. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 30. High Quality sound clarity while conversion / No network disturbance/ No noise Other:9. Which "3" factors you consider most while opting for a GSM mobile service.Choose only 3 factors from list of 7 factors. 1. STD CALL RATES 2. LOCAL CALL RATES 3. SMART BOUCHER 4. NUMBER OF SMS FREE 5. INTERNET/GPRS CHARGES 6.MOBILE RINGTONES 7. ROAMING CHARGES Other: 10. Your choice of particular operator (like Vodafone, Airtel, Reliance) is influenced by " Do not chose which are not applicable Very Some Strongly Sometimes Never Strongly what influences Influences Influences influences InfluencesParentsSpouseGirl Friend/BoyFriendFriendsKids NEWGATE INDIA, Bangalore Page 59
  • 60. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 Very Some Strongly Sometimes Never Strongly what influences Influences Influences influences InfluencesSiblingsCousinsRelativesOffice peers/colleaguesBoss/SeniorsOrganization youbelong11.I can further contact you through following means Mail Telephone Chat Messenger Face to Face Other:12.Thanks for filling up the form. Will definitely know you the outcome of yourcontribution. We will get back to you in phase-2 and definitely in Phase-3 of thisResearch to get deeper insight of the same.Any comments...you can leave it for me NEWGATE INDIA, Bangalore Page 60
  • 61. [ MARKET RESEARCH REPORT] JAN 2010 - 20123H.1.1 Purpose of survey Questions:Question Number 8: This is the main checklist question that indentifies the top-8 factorsthat customer prefer while doing purchase evaluation. The whole purpose of this surveyis this question itself.Question number 1 to 5: These questions tracks customer details like name, gender,geographical locations etc.Question number 6 & 7: These question speaks about number of [SIM] customers useand their type post-piad/pre-paid.Question number 9 & 10: These questions are not directly related to project. It helps tohave better understanding and other insight of project which may or may not add value toresearch objective directly.Question number 11: To understand the best mode of communication that customerswill like to be approached in the phase-2 of research.3H.1.2 Primary scale applied: Table:3.2 Primary Scale Question Number *Nominal Q 1, 3, 4, 5A, 5B, 5C, 7, 11, 12 *Ordinal Q 2, 4A, 8, 9 *Interval Q 10 *Ratio Q63H.2 Phase-2 Interview Questions A. Do you think if you were not employed in current company, then you may have used/using some other mobile [GSM] [SIM] then your current one. If yes then why do you feel so? B. Do you have any mobile [GSM] [SIM] provided by your current employed company ( Prepaid or Postpaid). If yes, you can enter the details of that  Name of mobile [SIM] operator provided by you company:  Postpaid/Prepaid NEWGATE INDIA, Bangalore Page 61
  • 62. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 C. Do you think if you were not in Bangalore then you may have been using some other mobile [SIM] then your current one. If yes then why? D. Office Trips to other places could have been tackled with dual [GSM] [SIM] approach to avoid extra roaming charges while travelling by using an entirely separate [SIM] scheme having roaming advantage. Do you agree? Or you can suggest if anything else you have. E. Please let me know your Price rates for current mobile [GSM] [SIM] operator that you use most often < You can enter as “Don’t know” if you are not aware of it>  Enter SIM operator (Company) :  E1. Enter [STD] call rates ( in Price per sec/min ):  E2. Enter [Local] Call rates ( in Price per sec/min):  E3. Enter [SMS] Call rates ( in Price per SMS ):  E4. Enter Roaming Rates ( in Price per sec/min): F. Any Additional services like [GPRS], internet, downloads, ringtones that you are using or have used. If yes, please mention ? G. For what purpose customer care call you and also for what purpose you call them? [Note: Analysis results are interpreted in Appendix: G;Chapter:4, section 4B.5]3H.2.1 Purpose of interview QuestionsQuestion Number A & C: These questions identifies whether choice of a particular[SIM] is influenced by current location & current employer of customer.Question number B: To track how many people use [GSM] service provided by theircompany .Question number D: To know the credibility of dual [SIM]. What is people’s perceptionabout it.Question number E & F: To track various [STD], Local, [SMS], Roaming rates of[GSM] service customers are using and what extra features like [GPRS], internet,downloads, ringtones they have opted for.Question number G: To understand the role of customers and whether do have anyinfluence on customer busying behavior. NEWGATE INDIA, Bangalore Page 62
  • 63. [ MARKET RESEARCH REPORT] JAN 2010 - 20123H.2.2 Primary Scale applied Table:3.3 Primary Scale Question Number *Nominal Q A,B,C.D,F,G *Ratio Q E1,E2,E3,E4Note: Question number A & B were asked only to people who were workingprofessionals. However question number C,D,E,F & G were asked to everyone.3H.3 Phase 3 Online survey questions1. Please enter your full nameFIRST NAME MIDDLE NAME SURNAME2. Your ageAs mentioned on your certificates below 20 20-25 26-30 31-45 above 45 Not interested to disclose3. Your Gender Male Female NEWGATE INDIA, Bangalore Page 63
  • 64. [ MARKET RESEARCH REPORT] JAN 2010 - 20125. Choose list of mobile GSM SIMs that you have used till date AIRCEL AIRTEL BSNL HFCL IDEA MTNL LOOP RELIANCE COMM RIM SISTEMA SPICE TATA INDICOM TATA DOCOMO UNINOR VODAFONE Other:5. Choose your "FAVORITE" mobile GSM SIM" One that you like/liked themost"5.A Rate your favorite mobile GSM SIM subscriber between 1 to 7 1 2 3 4 5 6 7 Low High NEWGATE INDIA, Bangalore Page 64
  • 65. [ MARKET RESEARCH REPORT] JAN 2010 - 20125.B For your favorite Mobile GSM SIM operators chosen in Q5, rate the followingfactors" For person who have used only one SIM, should also enter here" Very Very Low Marginal High low High A. Service Quality B. Benefit for Money C. Price rates D. Network remaining busy E. Additional services available (Internet, GPRS,Downloads etc) F.Problems frequently addressed by customer care G. Performance H. Sound clarity6. Choose your mobile GSM SIM that you "DISLIKE THE MOST" /Mobile SIM thatmade you least satisfied" AIRCEL6.A Rate the above mobile GSM SIM subscriber that you dislike the mostbetween 1 to 7 1 2 3 4 5 6 7 Low High NEWGATE INDIA, Bangalore Page 65
  • 66. [ MARKET RESEARCH REPORT] JAN 2010 - 20126.B For Mobile GSM SIM operators you dislike the most chosen in Q6, rate thefollowing factors Very Very Low Marginal High low High A. Service Quality B. Benefit for Money C. Price rates D. Network remaining busy E. Additional services available (Internet, GPRS,Downloads etc) Problems frequently addressed by customer care G. Performance H. Sound clarity7.Choose any other mobile GSM SIM that you have used Note :Only applicable for those who have at least used 3 mobile SIMS7.A Rate the above mobile GSM SIM subscriber between 1 to 7 1 2 3 4 5 6 7 Low High NEWGATE INDIA, Bangalore Page 66
  • 67. [ MARKET RESEARCH REPORT] JAN 2010 - 20127.B For Mobile SIM operators chosen in Q7, rate the following factors Very Very Low Marginal High low High A. Service Quality B. Benefit for Money C. Price rates D. Network remaining busy E. Additional services available (Internet, GPRS,Downloads etc) F.Problems frequently addressed by customer care G. Performance H. Sound clarity8. Choose your current region9. Rate this feedback form on scale of 1 to 10 1 2 3 4 5 6 7 8 9 10 Poor Design Excellent Design NEWGATE INDIA, Bangalore Page 67
  • 68. [ MARKET RESEARCH REPORT] JAN 2010 - 201210. Thanks for filling up the form. Will definitely know you the outcome ofyour contribution.Any comments...you can leave it for me3G.H.1 Purpose of interview QuestionsQuestion - 5, 5A, 5B, 6, 6A, 6B, 7, 7A & 7B: These are the main questions that willhelp us to carry out *regression, *correlation & *discriminant analysis to cometo result. These questions serves the purpose of whole survey alone & are inclineddirectly towards achieving the stated objective in synopsis.Question - 1, 1A , 2 , 3 & 8: It covers customer details like name, age distribution,geographical Location ( Equally divided into North, South, East & West),email-Id ( Toreply them back /thank them for filling up the survey/ to get back to them in case ofany doubts)Question - 4: The purpose of this question is to identify the number of serviceoperator customers have used till date .It will also help in tracking the mobileoperator’s “market share”.Questions - 9, 10: These questions tracks the effectiveness of survey itself by ratingit. Allows to leave any comments from customers side.3H.3.3 Primary Scale applied Table:3.4 Primary Scale Question Number *Nominal Q 1, 3, 4, 8, 10 *Ordinal Q 2, 5, 6, 7 *Interval Q 2, 5A, 5B, 6A, 6B,7 A, 7B, 9 NEWGATE INDIA, Bangalore Page 68
  • 69. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 3H.4 Question distribution based on objectives Table:3.5Objective No Purpose Question No OBJECTIVE-1 To identify the factors that constitutes Phase: 1 customer satisfaction Question Number 8 To find out how the factors are related to Phase: 1 OBJECTIVE-2 customer satisfaction before using Question Number 8 statistical used. To find out cause-effect (X-Y) relationship Phase: 3 OBJECTIVE-3 between factors & customer satisfaction Question Number level. 5A,5B,6A,6B,7A,7C 3G.5 Question distribution based on analysis tool Table:3.6 Analysis Tool Question number *Regression Analysis Phase:3 Q. 5A,5B,6A,6B *Discriminant Analysis Phase:3 Q. 5A,5B,6A,6B *Correlation Analysis Phase:3 Q. 5A,5B,6A,6B *Reliability Test Phase:3 Q. 5A,5B,6A,6B,7A,7C Descriptive Statistics Phase:3 Q. 5A,5B,6A,6B,7A,7C Ranking Table Phase 1: Q. 8 Graphical Analysis Phase 1: Q. 2,3,4A,7,9,10,11 Phase 3: Q. 2,3,4,5,5A,5B,6,6A,6B,7,7A,7B,8,9 Percentage Analysis Phase 2: Q. A,B,C,D Phase :3 Q. 4 Central tendencies (*Mean) Phase 2: Q. E1,E2,E3,E4, Qualitative Analysis Phase 2: Q. F, G NEWGATE INDIA, Bangalore Page 69
  • 70. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 Chapter - 4 Observation, Analysis & Interpretation 4A Observation during data collectionSeveral observation were made before start of project & also during data collectionprocess done through online survey & while interviewing customers. 4A.1 Key Observation during research Customers were more comfortable with online survey rather than filling the same manually. There were few customers who are not aware of how online survey works. Specially customers of the age group above 40. Many wrong data entries were reported specially in the drop box selection of the online survey phase:1, where people had to select their current location from the list. Most of the customers felt comfortable to answer interview questions through mail but also needed assistance through phone before filling. However few liked the interview to be conducted face to face. Best part was that many respondents before filling wanted in depth insight, purpose behind this research and also wished to know the end results of this research once it gets completed. After sending online survey form to 700 + people to group databases of Alliance, previous engineering college, various organizations, only 107 people responded to the survey. It was more easier to get respondents fill up the form, when the questionnaire were posted to their profile wall in Facebook. Ideal time for conducting interview were evening 5:00 Pm to 8:00 Pm, Mon to Thurs and 10:00 Am to 2:00 Pm on Sat and Sun. Most of the online survey was responded throughout the day in between 10:00 Am to 1:00 midnight, however those who were responding through Facebook replied mainly in between 10:00 Pm to 2:00 Am midnight. . NEWGATE INDIA, Bangalore Page 70
  • 71. [ MARKET RESEARCH REPORT] JAN 2010 - 20124A.2 Problems faced during survey Difficulty was faced with the URL links given to customers to submit online form due to wrong set up. The problem was addressed and link was mailed to all customers once again to fill the form. Some customers had to fill the form twice due to the technical web page set up problem. Two customers left important fields of form unfilled. They had to be called again to get back data for those missing fields. Difficulty was also faced while conducting interview. It was very difficult to get them done. Customers had to be called number of times & finally many customer preferred to answer the questions through mail. *Questionnaire was made iterative, were not *mutually exclusive because applicant had to fill the same question 3 times for multiple SIM operators, which was monotonous for customers, but there was no other way out of to conduct the regression analysis. Many fields had missing data which had to be replaced by *mean values. IBM Spss software version 14 downloaded was of trial version and got deactivated soon. Google docs gave percentage value , that had overlapping data. To get the percentage value for prioritizing the factors, manually data had to be calculated using excel spreadsheet. [Note: To avoid problems refer to Do & Don’ts of Chapter 6, section 6C ]4A.3 Customer Survey response patternsBased on meeting conducted & responses received through customers followingobservation were made regarding timings at which customers were comfortable. [Note: Customer survey response pattern is mentioned in Appendix: E] 4A.3.1 Ideal Timings for Interview & online survey Table: 4.1 A DAY IDEAL TIME FOR INTERVIEW Mon-Tue ( if Not Holiday) 5:00 Pm to 8:00 Pm Sat-Sun / Holiday 10:00 Am to 2:00 Pm Observation 10th – 24th August NEWGATE INDIA, Bangalore Page 71
  • 72. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 Table: 4.1 B IDEAL TIME FOR ONLINE SURVEY DAY through FACEBOOK Mon-Tue ( if Not Holiday) 10:00 Pm to 1:00 Am (Midnight) Sat-Sun / Holiday 8:00 Am to 1:00 Am (Midnight) Observation 7th -10th August & 17th-27th August4A.3.2 Mode of communication for interviewers Working people didn’t find it comfortable to talk face to face as they were not free and preferred to be contacted through Mail . Not all non-working professional were comfortable to talk face to face and preferred other modes like telephone or Mail. However college friends and also people whom knew well were ready for direct face to face interview. Figure: 4.1 Respondents ----------> Working People Non-working people Known People FACE TO FACE MEETING RIGID PARTAILLY ENTERTAIN ENTERTAIN MAIL ENTERTAIN ENTERTAIN NOT COMFORTABLE TELEPHONE RIGID ENTERTAIN FULLY ENTERTAIN NEWGATE INDIA, Bangalore Page 72
  • 73. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 4A.3.3 Survey response barrier  It was very easy to get response through Facebook post on walls of customer’s profile.  Orkut users informed through scrap or group messages also had good number of replies.  It was very difficult to get response from newly started Google plus members and g-talk status updates showing the survey link.  A number of people also responded through links sent on mails. Figure: 4.2Google Plus G-talk Gmail Mails Orkut Facebook Post Status Update Scrap/Message Wall post Pasting online survey link on -------> High Barrier Low Barrier NEWGATE INDIA, Bangalore Page 73
  • 74. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 4A.3.4 Customer response chart Chart: 4.1 Phase-1 Survey : Number of Response Day 4 Day 3 Day 2 Day 1 0 2 4 6 8 10 12 14 o Around 50% of customer replied on the first day of online survey phase:1 o We can observe that as the number of days passed, the number of replies kept on depreciating both in survey phase:1 & survey phase:2 Chart: 4.2 Chart: 4.3 Phase-3 Survey: Number of Customer Interview Response Response Phase:23025 3 32015 2 2 2 2 210 5 1 0 Day Day Day Day Day Day Day Day Day Day Day 1 2 3 4 5 6 7 8 9 10 11 Day-1 Day-2 Day-3 Day-4 Day-5 Day-6 Day-7 Day-8 NEWGATE INDIA, Bangalore Page 74
  • 75. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 4A.3.5 Customer response pyramid  In phase: 3 of online survey nearly about 115 people have replied out of 700 + people. Out of 115, 6 people had filled ambiguous data like they have chosen same SIM operator as their favorite and also they dislike the most. Some people forgot to provide the key ratings like rating to favorite [SIM] which was void. There was one person who had submitted a blank form with just name, gender & location. Conversion ratio below 15.7 %  In phase:2 interview the conversion ratio was 73% as 17 person out of 23 replied.  In phase:3 online checklist survey 23 people replied out of 70+ people making the conversion ratio under 32.8%. Figure: 4.3Number of candidates Number of candidates Approached Replied Back PHASE:3 Online Survey 115 – 6 (wrong entry ) = (Derive X-Y relationship) 107 confirmed Replies 700 + people 15.7% PHASE:2 Interview2323 people people ( To understand customer priorities) 17 Interviewed 73.33% PHASE: 1 Online Survey ( To identify & Priortize various factors) 23 Replied70+ people 32.8 % NEWGATE INDIA, Bangalore Page 75
  • 76. [ MARKET RESEARCH REPORT] JAN 2010 - 20124A.4 Common errors committedError:1Difficulty was faced with the URL links given to customers to submit online formdue to wrong set up on 9th August night. The LINK indicating the form & formappearing on MAIL were different.Error Rectification: The problem was addressed on 10th August morning and wasmailed to all customers once again to fill the form. Some customers had to fill theform twice due to the technical web page set up problem.Error 2:Many fields had missing data in the data sheet.Also erasing the entire customerdata wasn’t possible because they had also provided valuable data.Error Rectification: Missing data were addressed by replacing it with *Meanvalues done automatically by SPSS software while executionError 3:There were no option available on online form to uncheck radio buttons on point/grid scale/ bipolar scale. Once they were checked, they can transfer ratings on thesame scale but cannot completely uncheck and come out of the scale.Error Rectification: Was not able to address this problem because it is a drawbackof Google Form software tool itself4B. Analysis & Interpretation of Data collected4B.1 Phase:1 , Identification & Prioritization of key Factor 30 factors were listed for customers on checklist option in online survey phase:1. These were those factors that was assumed to be responsible for customer getting satisfied once they opted to any [GSM] mobile operator. Customer had to choose the top most 8 factors that they personally preferred while deciding whether they are satisfied or not with the existing [GSM] service. Top 8 factors were listed down as per customer response. NEWGATE INDIA, Bangalore Page 76
  • 77. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 4B.1.1 Factor Frequency Table Table: 4.2 ATTRIBUTE FREQUENCY %1.Optimal Service Quality 14 61%2. Service Reliability/Service Guarantee 8 35%3. Justified Value & benefit for Money 11 48%4. Reasonable price rates for Call/SMS/Roaming 17 74%5. Customized flexible discounts/offers available after 2 9%purchase6. Ease of technicality/usage 4 17%7. Low traffic in network/ Network doesn’t remain busy for 16 70%most of the time8. Wide variety of Offers/Boucher/recharge available 8 35%9. Additional services like Internet, 16 70%GPRS,Downloads,Software uploads etc.10. Brand Image Itself 3 13%11. Saves cost on connecting with friends/loved 8 35%ones/family/relatives using the same GSM service12. Ease to remember your own number 9 39%13. Problems being well addressed by customer care 11 48%14. Ease of prepaid recharge/Postpaid payment through 9 39%website portal via online banking/Credit/Debit cards15. Immediate access to network as soon as you buy a SIM 8 35%16. Availability of Boucher/offer in your nearest store 7 30%17. High Performance 12 52%18. Functional ability of the service to do as it was intended 1 4%19. High customer security & privacy maintained for 5 22% NEWGATE INDIA, Bangalore Page 77
  • 78. [ MARKET RESEARCH REPORT] JAN 2010 - 2012customer database20. Customer care frequently in touch with customer 5 22%21. Ease of Internet/GPRS Installation 9 39%22. Correctness of Information delivered 1 4%23. All features demanded are well Integrated 2 9%24. Number can be reused when you change your SIM 4 17%25. Flexibility in offerings made 1 4%26. Easy to identify problem & act on it 2 9%27. Sustainable life of SIM 3 13%28. Maintainable 1 4%29. Scalability : Same SIM can be modified & extra features 3 13%can be easily added in future30. High Quality sound clarity while conversion / No 11 48%network disturbance/ No noiseOther 0 0% 4B.1.2 Factor Priority Matrix Table: 4.3 ATTRIBUTES PRIORITY RANK PRIORITY % 1.Reasonable Price rates 1 15.74074074 2.Network Traffic 2 14.81481481 3.Additional Service 2 14.81481481 4.Service Quality 3 12.96296296 5.Performance 4 11.11111111 6.Benefit for Money 5 10.18518519 7.Sound Clarity 5 10.18518519 8.Problems addressed by customer care 5 10.18518519 NEWGATE INDIA, Bangalore Page 78
  • 79. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 4B.3 Interpretation : Only those factors which were close to 50% or had 50% above preference or in other way the frequency were more than 10 were selected. Selected “factors” for phase: 3 online surveys were as follows: 1. Optimal Service Quality 2. Justified Value & benefit for Money 3. Reasonable price rates for Call/SMS/Roaming 4. Low traffic in network/ Network doesn’t remain busy for most of the time 5. Additional services like Internet, [GPRS], Downloads, Software uploads etc. 6. Problems being well addressed by customer care 7. High Performance 8. High Quality sound clarity while conversion / No network disturbance/ No noise From the priority matrix it seems that Reasonable price rates, network traffic & additional [GSM] service were of high importance. Additional service, Quality & Performance were also important factors considered while customer feel satisfied about a [GSM] operator. Benefit for money, Sound clarity & role of customer care in handling problems also played a vital role in customers mind.4B.4 Phase:1 Graphical Analysis Chart: 4.4 Chart: 4.5 1.Gender Classification 2.How long have customers stayed in India NEWGATE INDIA, Bangalore Page 79
  • 80. [ MARKET RESEARCH REPORT] JAN 2010 - 20123.Number of mobile operators GSM 4.Type of mobile communication SIMS customers have used till date customers have used Chart: 4.6 Chart: 4.7 6. Which “Three” factors customers consider most while opting for a GSM mobile service? Chart: 4.8 6. Customer’s choice of particular operator (like Vodafone, Airtel, Reliance) influenced Influenced by – Parents Influenced by - Spouse Chart: 4.9 Chart: 4.10 NEWGATE INDIA, Bangalore Page 80
  • 81. [ MARKET RESEARCH REPORT] JAN 2010 - 2012Influenced by - Girl Friend/Boy Friend Influenced by – Friends Chart: 4.11 Chart: 4.12 Influenced by – Kids Influenced by – Siblings Chart: 4.13 Chart: 4.14 Influenced by – Cousins Influenced by – Relatives Chart: 4.15 Chart: 4.16 NEWGATE INDIA, Bangalore Page 81
  • 82. [ MARKET RESEARCH REPORT] JAN 2010 - 2012Influenced by Office peers/ colleagues Influenced by - Organization you belong Chart: 4.17 Chart: 4.18 Influenced by - Organization you belong Customer’s willingness to contact Further for phase: 2 by means of Chart: 4.18 Chart: 4.19 4B.4 Interpretation of Graphical analysis: 1. 17 % of survey in survey phase: 3 sample were female 2. 83 % of *sample has been in India since birth 3. 30 % of people are using 3 [GSM] Mobile [SIM], 26% of people are using using 5 [GSM] Mobile [SIM], and around 22% of sample is using more than 5 [SIM]. 4. 66.66 % of people are using Post-paid service self-owned, 18.18 % using pre-paid service self-owned and 15% are using post-paid/pre-paid provided by their company. 5. 73% of People considered [STD] call rates as the most important factor for opting to [GSM] mobile service provider. NEWGATE INDIA, Bangalore Page 82
  • 83. [ MARKET RESEARCH REPORT] JAN 2010 - 20126. 64% of People considered Local call rates as the most important factor for opting to [GSM] mobile service provider.7. 59% of People considered Internet/[GPRS] rates as the most important factor for opting to [GSM] mobile service provider.8. 50% of People considered [SMS] rates as the most important factor for opting to mobile service provider.9. Choice of Mobile [SIM] is strongly influenced by Friends & Boyfriend/Girlfriend10.Whereas choice of Mobile [SIM] is weekly influenced by Parents, Siblings, Relatives, Office peers, Office seniors11. Majority of customers wanted to be further contacted through mail in case of any further query.4B.5 Phase:2 Interview Analysis Interview was conducted with 17 people. Out of them 11 people were working professional Other 6 were students from MBA/ B.tech / BE background Question no A & Question B was not asked to students and was asked only to working professionals. Whereas question number C, D, E & F were asked to all people.4B.5.1 Interview Analysis Result Chart: 4.20 Chart: 4.21 A. Does Choice of GSM SIM depend B. Do Working professional use upon company you are employed GSM service provided by their company YES 27% NO NO 46% YES 73% 54% NEWGATE INDIA, Bangalore Page 83
  • 84. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 Chart: 4.22 Chart: 4.23 C. Does Choice of GSM SIM D. How many think that the influensed by current location Dual SIM is usefulNeutra Not l Useful 5% 12% Disagre Agree Useful e 53% 88% 42% Chart: 4.24 E.How many people are using Dual SIM at current Using 18% Not using 82% NEWGATE INDIA, Bangalore Page 84
  • 85. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 Chart: 4.25 F. Percentage % of people using following service 64.7 % 58.8 % 41.11 % 29.4 % GPRS Internet Ringtone Application Dowload Chart: 4.26 G. Percentag e % of peole usingNot aware of Roaming charges 47.05 % SMS: Less than 50 P / Min 88.23 % Local: Less than 60 P/Min 82.35 % STD: less than 60 P/ Min 70.58 % NEWGATE INDIA, Bangalore Page 85
  • 86. [ MARKET RESEARCH REPORT] JAN 2010 - 20124B.6 Interpretation of interview results 8 Out of 11 ( 72.77%) working people interviewed believe that their choice of any particular service provider were not influenced by their current employer 6 out of 11 ( 54.5%) working professional had opted prepaid/postpaid connection provide by their company. 7 out of 17 (41.17 % ) people believed that their choice of any particular [GSM] service provider were not influenced by current location where as 9 (52.9% ) people believed that their choice would depend on their current location as call rates, schemes, network traffic , internet speed, smart recharge offers vary from place to place . 1 person out of 17 (5.8 %) said that for some locations it may matter specially in North India but may not matter in south India because all [GSM] service have standardized there service & offers to such an extent that all seems alike. 15 out of 17 ( 88.23 % ) people agreed that dual [SIM] is very useful for short time office trips, tours to other states to have advantage on roaming specially when frequency of such travels are very high and is incurred every month. 3 out of 17 (17.64 %) are already using dual [SIM]. 11 people out of 17 (64.7%) are using GPRS facility, 10 (58.8 %) Internet facilities, 5 (29.4%) Ringtone, 7 ( 41.11 % ) application downloads. 14 out of 17 ( 82.35 % ) of people use Local call rates lesser than 60 paisa/minute. 12 out of 17 (70.58%) use STD call rates less than 60 paisa/minute. 15 out17 (88.23 %) use SMS less than 50 paisa/minute. 8 out of 17 (47.05 % )of people are not aware of their roaming rates. To most of them, Customer care called for availing mobile ringtones or to switch to a new offer that would add value to customers. Sometimes in cases like Vodafone they try to customize the offer as per customer’s requirement. Rarely few of them called customer care and if they called, main purpose would be technical problems to be addressed or to know about new tariff plans. NEWGATE INDIA, Bangalore Page 86
  • 87. [ MARKET RESEARCH REPORT] JAN 2010 - 20124B.7 Market share analysis4B.7.1 Market Share chart Chart: 4.27 MTNL HFCL UNINOR 2% SPICE 0% 0% Other Market Share AIRCEL 1% 3% 6% IDEA AIRTEL 10% 19% BSNL VODAFONE 11% 18% TATA RELIANCE 13% 17% 4B.7.1 Market share Frequency Table Table: 4.4 Results by MARKET OPERATORS Frequency Research STATUS ( In percentage % AIRTEL 93 19.62025316 VODAFONE 85 17.93248945 Market RELIANCE COMM 59 12.44725738 Leader RIM 24 5.063291139 RELIANCE 83 17.51054852 TATA INDICOM 21 4.430379747 TATA DOCOMO 39 8.227848101 Market TATA 60 12.65822785 Challenger BSNL 51 10.75949367 IDEA 47 9.915611814 AIRCEL 29 6.11814346 NEWGATE INDIA, Bangalore Page 87
  • 88. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 UNINOR 9 1.898734177 Market SPICE ( Niche) 4 0.843881857 Follower MTNL ( Niche) 2 0.421940928 HFCL 1 0.210970464 Other 10 2.109704641 TOTAL 4744B.8 Interpretation on market players Top 1-5 RANK 1: AirtelMarket Leader RANK 2: Vodafone Airtel, Vodafone & Reliance are the market leaders RANK 3: Reliance Airtel is ranked 1 having the maximum share of 19.6 % RANK 4: TATA Followed by Vodafone as ranked 2 with 17.93 % share. Market share of Reliance is 17.5% and is Ranked 3 RANK 5: BSNLMarket Challenger TATA, [BSNL] & IDEA are the market challenger and are trying to give tough competition to leaders. TATA has 12.65 % of market share Top 1-11 [BSNL] has 10.75 % & of market share RANK 6: Idea IDEA is slightly less with 9.9 % RANK 7: Aircel RANK 8: Uninor RANK 9: SpiceMarket Follower RANK 10: MTNL Uninor has 1.89% market share RANK 11: HFCL SPICE, HFCL & [MTNL] has markets share less than 1%. Uninor , Spice, HFCL& [MTNL] are the followers with very less market share* Niche Market [MTNL] has *niche market segment targeting only Metro Politian cities. Spice is also targeting only metro & Cosmo Politian cities in Southern India like Bangalore, Mysore, Mangalore NEWGATE INDIA, Bangalore Page 88
  • 89. [ MARKET RESEARCH REPORT] JAN 2010 - 20124B.9 Phase: 3 Survey graphical analysis Gender Classification Age Classification Chart: 4.28 Chart: 4.29 Geographical Distribution Chart: 4.30 NEWGATE INDIA, Bangalore Page 89
  • 90. [ MARKET RESEARCH REPORT] JAN 2010 - 2012Rating to Favorite GSM Rating to GSM service provider service provider people dislike the most Chart: 4.31 Chart: 4.32 Rating to Favorite GSM Rating to GSM providerFor Service Quality dislike the most For Service Quality Chart: 4.33 Chart: 4.34 NEWGATE INDIA, Bangalore Page 90
  • 91. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 Favorite GSM GSM service provider service provider people dislike the most Chart: 4.35 Chart: 4.36Rating to Favorite GSM Rating to GSM providerFor Benefit for Money dislike the most For Benefit for Money Chart: 4.37 Chart: 4.38 NEWGATE INDIA, Bangalore Page 91
  • 92. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 Rating to Favorite GSM Rating to GSM provider For Price rates dislike the most For Price rates Chart: 4.39 Chart: 4.40 Rating to Favorite GSM Rating to GSM provider For Network Busy dislike the most For Network Busy Chart: 4.41 Chart: 4.42 Rating to Favorite GSM Rating to GSM provider dislike the mostFor Additional Services Available for Additional Services Available Chart: 4.43 Chart: 4.44 NEWGATE INDIA, Bangalore Page 92
  • 93. [ MARKET RESEARCH REPORT] JAN 2010 - 2012Rating to Favorite GSM Rating to GSM providerFor Problems addressed dislike the most For Problems addressed By Customer care by Customer care Chart: 4.45 Chart: 4.46Rating to Favorite GSM Rating to GSM provider For Sound Clarity dislike the most For Sound Clarity Chart: 4.47 Chart: 4.48 Rating to Favorite GSM Rating to GSM provider For operational Performance dislike the most for operational Performance Chart: 4.49 Chart: 4.50 NEWGATE INDIA, Bangalore Page 93
  • 94. [ MARKET RESEARCH REPORT] JAN 2010 - 20124B.10 Interpretation of graphical analysis *Sample observed in survey phase: 3 contained 52% Male & 48 % female *Sample contained 38% people from South India, 23% from east India, 20% & from West India and finally 19% from North India 31% of people rated Vodafone as their favorite [GSM] service provider followed by 30% rating Airtel 32% of people rated Reliance SIMs to be disliking the most , followed by 19% [BSNL], 11% Aircel. Customer satisfaction level seemed to be increasing with increase in benefits perceived by customer for the amount of money they had paid. Customer satisfaction level also seemed to be increasing with increase in Quality, performance, additional service availability, Sound Clarity. Customer satisfaction level also seemed to be more with lesser network remaining busy. Customers mostly rated their favorite [SIM] as 6 or 7 on a scale of 1-7 point. Customers mostly rated the [SIM] they disliked the most as 2 on a scale of 1-7 point.4C SPSS software output Analysis [4]4C.1 Reliability TestIn the theory of *reliability its not possible to calculate reliability exactly. There arefour general classes of reliability estimates, each of which estimates reliability in adifferent way. They are: Inter-Rater or Inter-Observer Reliability Used to assess the degree to which different raters/observers give consistent estimates of the same phenomenon. Test-Retest Reliability Used to assess the consistency of a measure from one time to another. Parallel-Forms Reliability Used to assess the consistency of the results of two tests constructed in the same way from the same content domain. Internal Consistency Reliability Used to assess the consistency of results across items within a test. NEWGATE INDIA, Bangalore Page 94
  • 95. [ MARKET RESEARCH REPORT] JAN 2010 - 20124C.1.1 *Sample Size 107 X 2 = 214 samples ( each individual rated twice for two sims )4C.1.2 SPSS output Case Processing Summary N % Cases Valid 214 100 Excluded 0 0.0 (a) Total 214 100.0 a Listwise deletion based on all variables in the procedure. Reliability Statistics Cronbach s Alpha Based on Cronbach Standardiz N of s Alpha ed Items Items .768 .821 9 Summary Item Statistics Maximu m/ Minim Maxim Minimu Varian N of Mean um um Range m ce Items Item Means 31.80 27.33 42.89 15.56 20.48 1.569 9 2 6 7 1 3 Item Variances 243.8 113.9 553.0 439.1 17076 4.853 9 09 68 69 01 .852 Inter-Item - 65.45 328.8 610.5 26731 Covariances 281.7 -1.167 9 7 23 70 .698 47 Inter-Item .223 -.828 .921 1.749 -1.112 .366 9 Correlations4C.2 Interpretation  All 214 observations are valid.  No observations has to be excluded.  Cronbach’s alpha is 0.768 which is >0.50 , so data are significant.  Reliability = 100 % ( > 75%), hence the data are reliable and there is no missing data as missing data were replaced with mean values. NEWGATE INDIA, Bangalore Page 95
  • 96. [ MARKET RESEARCH REPORT] JAN 2010 - 20124C.3 Multiple Linear Regression AnalysisIn statistics, *regression analysis includes any techniques for modeling andanalyzing several variables, when the focus is on the relationship between adependent variable and one or more independent variables. More specifically,regression analysis helps one understand how the typical value of the dependentvariable changes when any one of the independent variables is varied, while theother independent variables are held fixed.Most commonly, regression analysis estimates the conditional expectation of thedependent variable given the independent variables — that is, the average value ofthe dependent variable when the independent variables are held fixed. Lesscommonly, the focus is on a quantile, or other location parameter of the conditionaldistribution of the dependent variable given the independent variables.In all cases, the estimation target is a function of the independent variables calledthe regression function. In regression analysis, it is also of interest to characterizethe variation of the dependent variable around the regression function, which canbe described by a probability distribution[39][42].4C.3.1 *Independent Variable  S: Clarity of Sound  Pr: Price Rates  Pa: Degree of problem Addressed by Customer care  B : Benefit for Money  N : Degree of network remaining busy  Q : Service Quality  P:Performance  A: Degree of additional service available4C.3.2 *Dependent variable Sa: Customer Satisfaction Level4C.3.3 *Sample Size107 X 2 = 214 samples ( each individual rated twice for two sims ) NEWGATE INDIA, Bangalore Page 96
  • 97. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 4C.3.4 SPSS OUTPUT Variables Entered/Removed(b) Variables Variables Model Entered Removed Method 1 Soundclarity , Pricerate, Prbadress, BenforMone y, Netbusy, . Enter SerQuality, Addnserava il, Performanc e(a) a All requested variables entered. b Dependent Variable: Satlevel Model Summary(b) Adjusted R Std. Error ofModel R R Square Square the Estimate Change Statistics R Square Sig. F Change F Change df1 df2 Change1 .937(a) .878 .874 8.36136 .878 185.003 8 205 .000 a Predictors: (Constant), Soundclarity, Pricerate, Prbadress, BenforMoney, Netbusy, SerQuality, Addnseravail, Performance b Dependent Variable: Satlevel ANOVA(b) Sum of Model Squares df Mean Square F Sig. 1 Regression 103471.70 8 12933.964 185.003 .000(a) 8 Residual 14332.030 205 69.912 Total 117803.73 213 8 a Predictors: (Constant), Soundclarity, Pricerate, Prbadress, BenforMoney, Netbusy, SerQuality, Addnseravail, Performance b Dependent Variable: Satlevel NEWGATE INDIA, Bangalore Page 97
  • 98. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 Coefficients(a) Unstandardized Standardized Coefficients CoefficientsModel B Std. Error Beta t Sig.1 (Constant) 3.293 4.859 .678 .499 SerQuality .195 .073 .130 2.664 .008 BenforMoney .104 .064 .076 1.617 .027 Pricerate -.059 .056 -.027 -1.056 .292 Netbusy -.124 .074 -.078 -1.684 .044 Addnseravail .216 .081 .127 2.672 .008 Prbadress .004 .058 .002 .068 .946 Performance .143 .077 .097 1.850 .036 Soundclarity .799 .109 .488 7.363 .000 NEWGATE INDIA, Bangalore Page 98
  • 99. [ MARKET RESEARCH REPORT] JAN 2010 - 20124C.3.5 Evaluation of outputR square valueR Square value = 0.874.It shows that the relationship is 87.4% accurate to definethe existing relationship between *Dependent variable (Sa) & *Independentvariable [Q,S,P,Pr,Pa,B,N,A].*T-testThe *independent variable that are t-value > 0.5 are Q, S, P, Pr, B,N,A. They havea greater impact on the output and forms a strong relation with it.*F-test Significance LevelOut of above Pr > 0.05 & Pa > 0.05, hence it is not significant and has to bediscarded.B value & C ValueSlopes of N -> they are negatively relatedSlopes S,Q,B,A,P- > they are Positively relatedConstant -> It is positively related5.C.3.6 Derived ResultMultiple Regression linear Equations Sa = C + F(X) C = 3.293 F(X) = 0.195 Q + 0.104 B - 0.124 N + 0.216 A + 0.143 P + 0.799 S Sa = 3.293 + 0.195 Q + 0.104 B -0.124 N + 0.216 A + 0.143 P + 0.799 S4C.4 Interpretation of regression analysis Factor, N: network remaining busy is inversely proportional to satisfaction level. More is the network traffic lesser. lesser will be the satisfaction level of customer. Sa α 1/N Higher the level of Q,B,A,P & S, higher will be the level of satisfaction as they are directly proportional. Sa α Q,B,N,A,P,S NEWGATE INDIA, Bangalore Page 99
  • 100. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 Sound clarity has the highest impact on satisfaction level and thus it has to be given utmost preference as maintaining good sound quality will improve the overall satisfaction value and will have at least 4 times more impact than increasing any other factors. Increase of S = 4 X ( increase in Q or A )4C.6 Correlation AnalysisA *correlation function is the correlation between random variables at twodifferent points in space or time, usually as a function of the spatial or temporaldistance between the points. Correlation functions of different random variables aresometimes called cross correlation functions to emphasize that different variablesare being considered and because they are made up of cross correlations.Correlation functions are a useful indicator of dependencies as a function of distancein time or space, and they can be used to assess the distance required betweensample points for the values to be effectively uncorrelated. In addition, they canform the basis of rules for interpolating values at points for which there areobservations.For random variables X(s) and X(t) at different points s and t of some space, thecorrelation function is [40]4C.6.1 Correlation *Variable  S: Clarity of Sound  Pr: Price Rates  Pa: Degree of problem Addressed by Customer care  B : Benefit for Money  N : Degree of network remaining busy  Q : Service Quality  P:Performance  A: Degree of additional service available  Sa: Customer Satisfaction Level4C.6.2 *Sample Size107 X 2 = 214 samples ( each individual rated twice for two sims ) NEWGATE INDIA, Bangalore Page 100
  • 101. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 4C.6.3 Correlation Matrix XPSS OUTPUT SerQua Benfor Pricerat Netbus Addnser Prbadr Performa Sound Satlevel lity Money e y avail ess nce claritySatlevel Pearson - - .921(* 1 .831(**) .814(**) .829(**) .352(**) .845(**) Correlation .264(**) .812(**) *) Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000 .000 N 214 214 214 214 214 214 214 214 214SerQuality Pearson - - .840(* .831(**) 1 .741(**) .720(**) .313(**) .823(**) Correlation .187(**) .732(**) *) Sig. (2-tailed) .000 .000 .006 .000 .000 .000 .000 .000 N 214 214 214 214 214 214 214 214 214BenforMon Pearson - - .819(* .814(**) .741(**) 1 .782(**) .370(**) .766(**)ey Correlation .256(**) .768(**) *) Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000 .000 N 214 214 214 214 214 214 214 214 214Pricerate Pearson - - - Correlation -.264(**) 1 .242(**) -.236(**) -.015 -.239(**) .248(* .187(**) .256(**) *) Sig. (2-tailed) .000 .006 .000 .000 .001 .829 .000 .000 N 214 214 214 214 214 214 214 214 214Netbusy Pearson - - - - Correlation -.812(**) .242(**) 1 -.743(**) -.770(**) .828(* .732(**) .768(**) .347(**) *) Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000 .000 N 214 214 214 214 214 214 214 214 214Addnserav Pearson - - .836(* .829(**) .720(**) .782(**) 1 .325(**) .779(**)ail Correlation .236(**) .743(**) *) Sig. (2-tailed) .000 .000 .000 .001 .000 .000 .000 .000 N 214 214 214 214 214 214 214 214 214Prbadress Pearson - .375(* .352(**) .313(**) .370(**) -.015 .325(**) 1 .306(**) Correlation .347(**) *) Sig. (2-tailed) .000 .000 .000 .829 .000 .000 .000 .000 N 214 214 214 214 214 214 214 214 214Performan Pearson - - .853(* .845(**) .823(**) .766(**) .779(**) .306(**) 1ce Correlation .239(**) .770(**) *) Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000 .000 N 214 214 214 214 214 214 214 214 214Soundclari Pearson - - .921(**) .840(**) .819(**) .836(**) .375(**) .853(**) 1ty Correlation .248(**) .828(**) Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000 .000 N 214 214 214 214 214 214 214 214 214 4C.6.4 Evaluation of Output The following parameters were strongly correlated with correlation coefficient value above R > 0.75 and *significance value < 0.05 NEWGATE INDIA, Bangalore Page 101
  • 102. [ MARKET RESEARCH REPORT] JAN 2010 - 2012Satisfaction Level ( Sa ) Very strongly & Positively correlated to Sound clarity (S) strongly & Positively correlated to benefit for money (B) strongly & Negatively correlated to Network remaining busy (N) strongly & Positively correlated to Additional Service availability (A) strongly & Positively correlated to Performance (P) strongly & Positively correlated to Service Quality (Q)Service Quality (Q) Positively correlated to Sound clarity (S) strongly & Positively correlated to benefit for money (B) strongly & Positively correlated to Additional Service availability (P) Benefit for money (B) strongly & Positively correlated to Sound clarity (S) strongly & Negatively correlated to Network remaining busy (N) strongly & Positively correlated to Additional Service availability (A) strongly & Positively correlated to Performance (P) Network remaining busy (N) Strongly & Negatively correlated to Sound clarity (S) strongly & Negatively correlated to Performance (P) Additional Service availability (A) Strongly & Positively correlated to Sound clarity (S) strongly & Positively correlated to Performance (P) Performance (P) Strongly & Positively correlated to Sound clarity (S)4C.6.5 Derived Result Satisfaction level is very strongly positively correlated as high as to Sound clarity by92%. Satisfaction level is also positively correlated to Quality, Performance,Additional service, Benefit for money. Network traffic is negatively related tosatisfaction level. Price rates and call handled by customer care are not correlated. NEWGATE INDIA, Bangalore Page 102
  • 103. [ MARKET RESEARCH REPORT] JAN 2010 - 20124C.7 Interpretation for Satisfaction level Factor, N: network remaining busy is inversely proportional to satisfaction level. More is the network traffic lesser. lesser will be the satisfaction level of customer. Higher the level of Q,B,A,P & S, higher will be the level of satisfaction as they are directly proportional. Sound clarity has the highest impact on satisfaction level and thus it has to be given utmost preference as maintaining good sound quality will improve the overall satisfaction value4C.8 Descriptive StatisticsDescriptive statistics quantitatively describe the main features of a collection ofdata. Descriptive statistics are distinguished from inferential statistics (or inductivestatistics), in that descriptive statistics aim to summarize a data set, rather than usethe data to learn about the population that the data are thought to represent. Thisgenerally means that descriptive statistics, unlike inferential statistics, are notdeveloped on the basis of probability theory. Even when a data analysis draws itsmain conclusions using inferential statistics, descriptive statistics are generally alsopresented. For example in a paper reporting on a study involving human subjects,there typically appears a table giving the overall sample size, sample sizes inimportant subgroups (e.g., for each treatment or exposure group), and demographicor clinical characteristics such as the average age, the proportion of subjects of eachsex, and the proportion of subjects with related comorbidities[43].*MeanThe most common expression for the mean of a statistical distribution with adiscrete random variable is the mathematical average of all the terms. To calculateit, add up the values of all the terms and then divide by the number of terms.This expression is also called the arithmetic mean. There are other expressions forthe mean of a finite set of terms but these forms are rarely used in statistics. Themean of a statistical distribution with a continuous random variable, also called theexpected value, is obtained by integrating the product of the variable with itsprobability as defined by the distribution. NEWGATE INDIA, Bangalore Page 103
  • 104. [ MARKET RESEARCH REPORT] JAN 2010 - 2012*MedianThe median of a distribution with a discrete random variable depends on whetherthe number of terms in the distribution is even or odd. If the number of terms is odd,then the median is the value of the term in the middle. This is the value such that thenumber of terms having values greater than or equal to it is the same as the numberof terms having values less than or equal to it. If the number of terms is even, thenthe median is the average of the two terms in the middle, such that the number ofterms having values greater than or equal to it is the same as the number of termshaving values less than or equal to it. The median of a distribution with a continuousrandom variable is the value m such that the probability is at least 1/2 (50%) that arandomly chosen point on the function will be less than or equal to m, and theprobability is at least 1/2 that a randomly chosen point on the function will begreater than or equal to m.*ModeThe mode of a distribution with a discrete random variable is the value of the termthat occurs the most often. It is not uncommon for a distribution with a discreterandom variable to have more than one mode, especially if there are not manyterms. This happens when two or more terms occur with equal frequency, and moreoften than any of the others. A distribution with two modes is called bimodal. Adistribution with three modes is called trimodal. The mode of a distribution with acontinuous random variable is the maximum value of the function. As with discretedistributions, there may be more than one mode.*RangeThe range of a distribution with a discrete random variable is the differencebetween the maximum value and the minimum value.For a distribution with a continuous random variable, the range is the differencebetween the two extreme points on the distribution curve, where the value of thefunction falls to zero. For any value outside the range of a distribution, the value ofthe function is equal to 04C.8.2 *Sample Size107 X 3 = 321 samples ( each individual rated thrice ) NEWGATE INDIA, Bangalore Page 104
  • 105. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 4C.8.1 SPSS Output Benfor Addnse Prbadre Perform Soundcl Satlevel SerQuality Money Pricerate Netbusy ravail ss ance arityN Valid 321 321 321 321 321 321 321 321 321 Missing 0 0 0 0 0 0 0 0 0Mean 30.872 30.218 40.5919 31.5265 33.3645 28.9408 27.3520 30.8723 30.8100 3 1Median 30.000 30.000 40.0000 30.0000 30.0000 30.0000 30.0000 30.0000 30.0000 0 0Mode 10.00( 20.00 30.00 30.00 30.00 20.00 30.00 30.00 40.00 a)Std. Deviation 14.848 12.026 10.5843 13.7563 12.9891 20.78067 13.52683 10.18061 12.87438 80 63 7 4 1Variance 220.48 144.64 431.836 182.975 103.645 165.750 112.029 189.237 168.717 7 0Skewness .133 -.082 -.151 -.122 .084 .218 .068 -.042 -.065Std. Error of Skewness .136 .136 .136 .136 .136 .136 .136 .136 .136Kurtosis -1.454 -1.181 -1.371 -.355 -1.074 -.954 -.735 -1.221 -1.194Std. Error of Kurtosis .271 .271 .271 .271 .271 .271 .271 .271 .271Range 60.00 40.00 40.00 40.00 40.00 40.00 40.00 40.00 40.00Minimum 10.00 10.00 10.00 10.00 10.00 10.00 10.00 10.00 10.00Maximum 70.00 50.00 50.00 50.00 50.00 50.00 50.00 50.00 50.00Sum 9910.0 9700.0 13030.00 10120.00 10710.00 9290.00 8780.00 9910.00 9890.00 0 0Percentiles 25 20.000 20.000 20.0000 20.0000 30.0000 20.0000 20.0000 20.0000 20.0000 0 0 50 30.000 30.000 40.0000 30.0000 30.0000 30.0000 30.0000 30.0000 30.0000 0 0 75 40.000 40.000 60.0000 40.0000 40.0000 40.0000 40.0000 40.0000 40.0000 0 0 a Multiple modes exist. The smallest value is shown Satlevel Cumulative Frequency Percent Valid Percent Percent Valid 10.00 29 9.0 9.0 9.0 20.00 75 23.4 23.4 32.4 30.00 52 16.2 16.2 48.6 40.00 27 8.4 8.4 57.0 50.00 29 9.0 9.0 66.0 60.00 48 15.0 15.0 81.0 70.00 61 19.0 19.0 100.0 Total 321 100.0 100.0 NEWGATE INDIA, Bangalore Page 105
  • 106. [ MARKET RESEARCH REPORT] JAN 2010 - 20124C.9 Interpretation for Sa : Satisfaction level  The average satisfaction level of customers is 4.28 on rating of 1-7 point scale  People have rated 20 for maximum times with frquency of 75 out of 321.  50% of observation lies below 40 and 50% lies above 40.  25% of observation lies below 20, 25% between 20 & 40, 25% between 4.0 & 60 & rest 25% lies above 6.0  The expected deviation can be expected to be 20 from *mean.  The *range of rating is 60.  The maximum rating has been 70, where as minimum rating has been 10.  *Skewness of mean from median is 0.133.4C.10 Linear Discriminant Analysis*Linear discriminant analysis (LDA) and the related Fishers linear discriminant aremethods used in statistics, pattern recognition and machine learning to find a linearcombination of features which characterize or separate two or more classes ofobjects or events. The resulting combination may be used as a linear classifier, or,more commonly, for dimensionality reduction before later classification.LDA is closely related to *ANOVA (analysis of variance) and regression analysis,which also attempt to express one dependent variable as a linear combination ofother features or measurements.LDA is also closely related to principal component analysis (PCA) and factoranalysis in that both look for linear combinations of variables which best explainthe data. LDA explicitly attempts to model the difference between the classes ofdata. PCA on the other hand does not take into account any difference in class, andfactor analysis builds the feature combinations based on differences rather thansimilarities.*Discriminant analysis is also different from factor analysis in that it is not aninterdependence technique: a distinction between independent variables anddependent variables (also called criterion variables) must be made [7][41]. NEWGATE INDIA, Bangalore Page 106
  • 107. [ MARKET RESEARCH REPORT] JAN 2010 - 20124C.10.1 *Independent Variable S: Clarity of Sound Pr: Price Rates Pa: Degree of problem Addressed by Customer care ( Pa) B : Benefit for Money N : Degree of network remaining busy Q : Service Quality P:Performance A: Degree of additional service available4C.10.2 *Dependent variable Sa: Customer Satisfaction Level4C.10.3 *Sample Size107 X 2 = 214 samples (each person has entered two entries)4C.10.4 SPSS output Analysis Case Processing Summary Unweighted Cases N Percent Valid 214 100.0 Excluded Missing or out-of-range group codes 0 .0 At least one missing discriminating variable 0 .0 Both missing or out-of- range group codes and at least one missing 0 .0 discriminating variable Total 0 .0 Total 214 100.0 NEWGATE INDIA, Bangalore Page 107
  • 108. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 Eigenvalues Canonical Function Eigenvalue % of Variance Cumulative % Correlation 1 8.015(a) 90.6 90.6 .943 2 .566(a) 6.4 97.0 .601 3 .157(a) 1.8 98.7 .369 4 .068(a) .8 99.5 .252 5 .039(a) .4 99.9 .193 6 .006(a) .1 100.0 .076 Wilks Lambda Wilks Test of Function(s) Lambda Chi-square df Sig. 1 through 6 .035 596.548 48 .000 2 through 6 .495 144.685 35 .000 3 through 6 .774 52.547 24 .001 4 through 6 .896 22.530 15 .095 5 through 6 .957 9.041 8 .339 6 .994 1.201 3 .753 Standardized Canonical Discriminant Function Coefficients Function 1 2 3 4 5 6Soundclarity .897(*) .239 -.149 .021 -.073 .166Performance .606(*) -.281 .567 -.051 .173 -.374Addnseravail .541(*) -.217 .119 -.279 .268 .516BenforMoney .531(*) -.473 -.458 .394 .324 -.077Netbusy -.506(*) .401 .268 .313 .399 -.010SerQuality .552 .146 .111 .193 -.165 -.559(*) Canonical Discriminant Function Coefficients Function 1 2 3 4 5 6SerQuality .028 .044 .000 .017 -.031 -.064BenforMoney .011 -.060 -.062 .063 .052 -.016Netbusy -.008 .066 .033 .054 .062 -.003Addnseravail .029 -.022 .036 -.053 .029 .078Performance .023 -.059 .105 -.004 .029 -.038Soundclarity .114 .167 -.045 .015 -.001 .053(Constant) -6.064 -3.254 -3.586 -5.497 -2.508 -2.063 NEWGATE INDIA, Bangalore Page 108
  • 109. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 Functions at Group Centroids Function Satlevel 1 2 3 4 5 6 10.00 -3.736 -.816 .845 .022 .132 -.055 20.00 -2.639 .412 -.166 -.029 -.029 .064 30.00 -1.746 1.238 -.410 .580 -.093 -.247 40.00 -3.144 -.614 -.565 -2.069 -.807 -.332 50.00 .148 -1.396 -1.038 -.145 .653 -.053 60.00 1.995 -.942 -.108 .166 -.211 .016 70.00 3.327 .556 .203 -.105 .085 -.004 Unstandardized canonical discriminant functions evaluated at group means Classification Results(a) Predicted Group Membership Satlevel 10.00 20.00 30.00 40.00 50.00 60.00 70.00 TotalOrig Coun 10.00 18 2 0 2 0 0 0 22inal t 20.00 8 41 10 8 1 0 0 68 30.00 1 0 9 0 0 0 0 10 40.00 0 1 0 1 0 0 0 2 50.00 1 0 0 0 6 2 0 9 60.00 0 1 1 0 3 35 4 44 70.00 0 2 0 0 0 8 49 59 % 10.00 81.8 9.1 .0 9.1 .0 .0 .0 100.0 20.00 11.8 60.3 14.7 11.8 1.5 .0 .0 100.0 30.00 10.0 .0 90.0 .0 .0 .0 .0 100.0 40.00 .0 50.0 .0 50.0 .0 .0 .0 100.0 50.00 11.1 .0 .0 .0 66.7 22.2 .0 100.0 60.00 .0 2.3 2.3 .0 6.8 79.5 9.1 100.0 70.00 .0 3.4 .0 .0 .0 13.6 83.1 100.0 a 74.3% of original grouped cases correctly classified. 4C.10. 5 Evaluation of output Canonical Correlation  Function 1 canonical correlation = 0.943 > 0.75, which is strong enough to discriminant the factors  Whereas Function 2,Function 3,Function 4,Function 5, Function 6 values are near or below 0.75 which is not strong enough to discriminant the factors NEWGATE INDIA, Bangalore Page 109
  • 110. [ MARKET RESEARCH REPORT] JAN 2010 - 2012Wikis Lambda Function 1 wikis lambda = 0.035 near to 0 ( 0 < c < 0.5 ) which is strong enough to discriminant the factors Whereas Function 2,Function 3,Function 4,Function 5, Function 6 values are near or above 0.5 which is not strong enough to discriminant the factors*Significance Level Hence Function 1 is accepted. It significance value = 0.000 < 0.05 and hence Function 1 is acceptedCanonical Coefficient Q,P,B,A,S, > 0.5 and hence are accepted. Where as Pr & Pa < 0.5 and are discarded.*CentroidMaximum Value of Sa = 3.327 Minimum Value Sa = - 3.736 Figure: 4.4 - 3.736 0 + 3.327 Not Satisfied Satisfied4C.10. 5 Discriminant equation [7] Sa = C + F(X) F (X) = 0.028 Q + 0.011 B - 0.08 N + 0.029 A + 0.023 P + 0.114 S Sa = -6.064 + 0.028 Q + 0.011 B - 0.08 N + 0.029 A + 0.023 P + 0.114 S Where, - 3.736 ≤ Sa ≤ - 0.934 ; Not Satisfied Sa = - 0.934 < Sa < 0.831 ; Neutral 0.831 ≤ Sa ≤ 3.327 ; Satisfied NEWGATE INDIA, Bangalore Page 110
  • 111. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 4C.11 Interpretation of discriminant Analysis  Factor, N: network remaining busy is inversely proportional to satisfaction level. More is the network traffic lesser. lesser will be the satisfaction level of customer. Sa α 1/N  Higher the level of Q,B,A,P & S, higher will be the level of satisfaction as they are directly proportional. Sa α Q,B,N,A,P,S  Sound clarity has the highest impact on satisfaction level and thus it has to be given utmost preference as maintaining good sound quality will improve the overall satisfaction value.  It is the duty of product manager to maintain the Sa, value as close to 3.327 so that customers are highly satisfied. 4C.12 . *Cross Tabulation Table: 4.5 Crosstab Gender Total 20-25 26-30 31-35 36-45 above 45 below 20Place East Ind Count 13 6 0 0 4 2 25 % within Place 52.0% 24.0% .0% .0% 16.0% 8.0% 100.0% % within Gender 23.2% 26.1% .0% .0% 44.4% 22.2% 23.4% North In Count 9 3 2 3 2 1 20 % within Place 45.0% 15.0% 10.0% 15.0% 10.0% 5.0% 100.0% % within Gender 16.1% 13.0% 40.0% 60.0% 22.2% 11.1% 18.7% South In Count 23 12 1 1 2 2 41 % within Place 56.1% 29.3% 2.4% 2.4% 4.9% 4.9% 100.0% % within Gender 41.1% 52.2% 20.0% 20.0% 22.2% 22.2% 38.3% West Ind Count 11 2 2 1 1 4 21 % within Place 52.4% 9.5% 9.5% 4.8% 4.8% 19.0% 100.0% % within Gender 19.6% 8.7% 40.0% 20.0% 11.1% 44.4% 19.6%Total Count 56 23 5 5 9 9 107 % within Place 52.3% 21.5% 4.7% 4.7% 8.4% 8.4% 100.0% % within Gender 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% NEWGATE INDIA, Bangalore Page 111
  • 112. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 Chart: 4.51 Table: 4.6 Crosstab Age Female Male TotalPlace East Ind Count 8 17 25 % within Place 32.0% 68.0% 100.0% % within Age 15.7% 30.4% 23.4% North In Count 10 10 20 % within Place 50.0% 50.0% 100.0% % within Age 19.6% 17.9% 18.7% South In Count 19 22 41 % within Place 46.3% 53.7% 100.0% % within Age 37.3% 39.3% 38.3% West Ind Count 14 7 21 % within Place 66.7% 33.3% 100.0% % within Age 27.5% 12.5% 19.6%Total Count 51 56 107 % within Place 47.7% 52.3% 100.0% % within Age 100.0% 100.0% 100.0% NEWGATE INDIA, Bangalore Page 112
  • 113. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 Chart: 4.524C.13 Interpretation of discriminant Analysis  Most the people replied were from south India.  From north India male-female sex ratio were same where as for females replies were from west India.  People had replied from all age groups based from all geographical locations  In east India no reply came from people in between age of 31-35  However most of the repelies came from the age group 20-25 followed by 25- 30. NEWGATE INDIA, Bangalore Page 113
  • 114. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 Chapter - 5 Findings5A Key findings from Analysis Following are the top-6 factors that can be measured beforehand to get an idea of customers satisfaction level. 1. Optimal Service Quality 2. Justified Value & benefit for Money, 3. Low traffic in network 4. Additional services like Internet,[GPRS], Downloads, Software uploads etc., 5. High Performance, 6. High Quality sound clarity In India 48% of population had used more than 5 [SIMS], which means that people are very vulnerable to change due to factors such as better offers, transfer of location etc. For S: Clarity of Sound ,Pr: Price Rates ,Pa: Degree of problem Addressed by Customer care ( Pa),B : Benefit for Money, N : Degree of network remaining busy, Q : Service Quality ,P: Performance ,A: Degree of additional service available ,Sa: Customer Satisfaction Level *Regression Equation is Sa = 3.293 + 0.195 Q + 0.104 B -0.124 N + 0.216 A + 0.143 P + 0.799 S * Discriminant equation Sa = -6.064 + 0.028 Q + 0.011 B - 0.08 N + 0.029 A + 0.023 P + 0.114 S Where, - 3.736 ≤ Sa ≤ - 0.934 ; Not Satisfied - 0.934 < Sa < 0.831 ; Neutral 0.831 ≤ Sa ≤ 3.327 ; Satisfied NEWGATE INDIA, Bangalore Page 114
  • 115. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 Factor, N: network remaining busy is inversely proportional to satisfaction level. More is the network traffic lesser. lesser will be the satisfaction level of customer.  Sa α 1/N Higher the level of Q,B,A,P & S, higher will be the level of satisfaction as they are directly proportional. Sa α Q,B,N,A,P,S Sound clarity has the highest impact on satisfaction level and thus it has to be given utmost preference as maintaining good sound quality will improve the overall satisfaction value and will have at least 4 times more impact than increasing any other factors.  Increase of S = 4 X ( increase in Q or A ) It is important to maintain the Sa, value as close to 3.327 so that customers are highly satisfied. [Note: findings based on objectives is mentioned in Appendix-C/ table:5.1]Other parallel Findings Airtel, Vodafone & Reliance are the market leaders. Airtel is ranked 1 with market share of 19.6 % ,followed by Vodafone ranked 2 with 17.93 % share, Reliance is 17.5% and is Ranked 3. TATA, [BSNL] & IDEA are the market challenger and are trying to give tough competition to leaders. TATA 12.65 % ,[BSNL] 10.75 % & IDEA is slightly less with 9.9 % Uninor , Spice, HFCL& [MTNL] are the followers with very less market share. Uninor 1.89% ,SPICE, HFCL & [MTNL] has markets share less than 1%. [MTNL] has *niche market targeting only Metro Politian cities. Spice is also targeting only metro & Cosmo Politian cities in Southern India like Bangalore, Chennai, Hyderabad NEWGATE INDIA, Bangalore Page 115
  • 116. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 Maximum people (31%) rated Vodafone to be their favorite phone followed by 30% Airtel. Majority of people ( 32%) rated Reliance as the operator they disliked the most followed by 19% for [BSNL]. Maximum of people, around 78.56 % that is more than three- fourth of entire population are using only prepaid [GSM] connections. For Indians [STD] call rates matter more than local rates. Their first preference while choosing a tariff plans is to look for reasonable [STD] call rates, followed by Local rates, then [GPRS]/Internet rates & finally [SMS] rates Choice of [SIM] is highly influenced by friends / Boy-friend or Girlfriends. Most of the working people, 73% believes that their choice of any particular [GSM] [SIM] service provider were not influenced by their current employer but however 54.5 % of them had already opted to the prepaid service provided by their company. More than half of population that is 53% of people believe that choice of [GSM] service is being influenced by Current Location. 88.23% of people feel that Dual SIM is useful though only 17.6% of them were using Dual SIM. Data used for analysis were 100% reliable.5B Key findings from observations Online survey , customer pool should be in large size than the number of actual *sample size required, as hardly 15% of them reply back. Working Professional feel easy to be contacted when they are not at work, example in evening and on holidays they should be contacted in the morning as in evening they are not available and busy with personal engagement. Facebook wall post is the best means of getting back customer reply. There is always missing data from customers which has to be addressed well. NEWGATE INDIA, Bangalore Page 116
  • 117. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 5C *Null hypothesis Acceptance Few *Null Hypothesis proposed earlier Table: 5.1 S.no Hypothesis Correlation Result There is a positive correlation between Positively correlatedHypothesis : HA0 Accepted customer satisfaction level to as high as 83.1% (Sa) & quality of service (Q). There is a positive correlation between Positively correlatedHypothesis : HB0 customer satisfaction level Accepted to as high as 84.5% (Sa) & Performance of service (R). There is a negative correlation between Weekly correlated toHypothesis : HC0 Rejected customer satisfaction level as low as 26.4% (Sa) & price (P). There is a positive correlation between Weekly correlated toHypothesis : HD0 customer satisfaction level Rejected as low as 35.2% (Sa) & Problem addressed by customers (P). There is a negative Negatively correlation betweenHypothesis : HE0 correlated to as high Accepted customer satisfaction level as - 81.2% (Sa) & Network traffic (N). NEWGATE INDIA, Bangalore Page 117
  • 118. [ MARKET RESEARCH REPORT] JAN 2010 - 20125D Findings on individual objectives proposed Table: 5.2 [Sa: Customer Satisfaction Level; Q : Service Quality; B : Benefit for Money, N : Degree of network remaining busy, A: Degree of additional service available P: Performance , S: ound Clarity ] NEWGATE INDIA, Bangalore Page 118
  • 119. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 Chapter - 6 Recommendation6A. Key Suggestions  Operational performance should be given the utmost priorities for customers. Such as network capacity, internet speed & download capacity.  Sound clarity has the highest impact on satisfaction level and thus it has to be given utmost preference as maintaining good sound quality will improve the overall satisfaction value.  Spice, HFCL, Uninor should look for better promotion techniques such as better price schemes & new market like 3G market or premium segment to penetrate deeper into the market.  Reliance & [BSNL] should look at major loop holes where they are lacking as customer rated them very poor, though they are the main market players in India.  [GSM] mobile operators should come up with facility to easily switch to any operators without changing the number as half of the people surveyed have used more than 5 [GSM] Sims till date.  People rely more on postpaid than prepaid service, so operators should work on how to promote pre-paid connection to higher extent and shouldgive added advantage to post-paid service.6B. Key Guidelines Product manager should maintain Sa, value as close to 3.327 in discriminant equation so that customers are highly satisfied. Mobile operators should focus more on [STD] call rates rather than the local rates tariff planes as survey said that people are concerened nore about STD call rates. Mobile handset Company should focus more on dual [SIM] mobile set as there lies a big opportunity. NEWGATE INDIA, Bangalore Page 119
  • 120. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 Mobile operators should use social networking site to spread word of mouth as the results says people are highly influenced by Friends for choosing a particular [GSM] service.6C. Do’s & Don’ts6C.1 Do’s  Company should only not focus on price as it is neither being listed in top factors nor shows any correlation.  Keep option in survey form where customers can make a note of problem they faced while filling the survey form.  Working Professional should be contacted when they are not at work, example in evening and on holidays  Ideal time for conducting interview is evening 5:00 Pm to 8:00 Pm, Mon to Thurs and 10:00 Am to 2:00 Pm on Sat and Sun.  Interview questions if urgent can be sent through mail but also assistance should be given through phone before filling  Missing data from customers side should be replaced with *mean values.6C.2 Don’ts  Do not target people for survey in exact number required, as many of them would not reply back or fill wrong entries.  Do not make any alteration to survey form when survey has already started, because such alteration may hamper past data.  Do not replace missing fields immediately, do it once survey is done completely using Spss software.  Do not expect that number of people responding will increase with days, both survey history says that the maximum number of people responded only on first 3 days, later they needed reminder. NEWGATE INDIA, Bangalore Page 120
  • 121. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 Chapter - 7 Conclusion7A. Conclusion  Factors Finally 6 important factors Optimal Service Quality, Justified Value & benefit for Money, Low traffic in network, additional services like Internet, GPRS, Downloads, Software uploads etc., High Performance & High Quality sound clarity could pass all the statistical test & proved to be playing vital role in measuring customer satisfaction.  Priorities  RanK:1 Sound Quality ( Highest Importance ),  Rank:2 Additional Service (Highly important),  Rank:3 Service Quality (Highly important),  Rank:4 Performance (important),  Rank:5 Network Traffic (important),  Rank:6 Benefit for Money (important)  Cause Affect Relationship The regression equation proved to be as below. All above factors were strongly corelated to satisfaction level and influenced customer post purchase buying decision to great extent. Sa = 3.293 + 0.195 Q + 0.104 B -0.124 N + 0.216 A + 0.143 P + 0.799 S [Sa: Customer Satisfaction Level; Q : Service Quality; B : Benefit for Money, N : Degree of network remaining busy, A: Degree of additional service available P: Performance , S: ound Clarity ] NEWGATE INDIA, Bangalore Page 121
  • 122. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 Chapter - 8 Learning Outcome8A. Learning Outcome I have understood that Satisfaction level of customer depends on a number of parameters and some factors like price which was assumed to be one the most important factor didnt correlate while analysis and was rejected, conveying that actually market perception and consumer priorities may differ from what we always assume to be right. I have understood that in statistics nothing is exact and is completely based on probability. It is not easy to predict the exact circumstances but can predict the near values, where we can decide its reliability based on standard deviation. I have derived equations and have understood the cause effect relationship between various factors & satisfaction level and thus will help in understanding the customer post purchase results before they purchase based on features of factors identified. I understood various statistical tools used , Spss operations and also how well it can be used to conduct any similar analysis. It is very important to know step by step approach for evaluating & deriving the results. I understood that major players like Reliance, [BSNL] can gain a market share although most of the customers werent satisfied enough with them. I understood the timings, proper circumstances based on respondents occupation, gender & age that when, where & how to approach them to discuss, fill survey forms or arrange an interview with them. NEWGATE INDIA, Bangalore Page 122
  • 123. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 Chapter - 9 Scope for further Research 9A. Uncovered areas of Research This research identifies, prioritize & derives a cause affect relationship in general. This research doesn’t talk about how customer preference & satisfaction level depend upon demographic factors like age, location, gender and how it differs over different geography’s in India taking culture into account. This research only focuses on top-6 factors , that doesn’t mean that this is an end or only the factors responsible. There can be several more factors. Only 6 factors were taken into account taking time of project into constraint. It doesn’t mention how well customer can perceive each of those factors . It doesn’t disclose how will marketers measure these factors to substitute the values in the regression or discriminant equation[3]. 9B. How to explore these new areas *Cluster analysis & *cross tabulation can be used effectively to find out how preference of these factors vary over geographical location, gender, age & occupation. To identify more factors for the same research , same process has to be followed restricting it to larger number of factors needed. Consumer behavioral research can be conducted through both *qualitative research by *focus group method & *quantitative research by *cluster analysis method to understand how effectively customer is able to perceive & differentiate these factors from other brands. Weighted Ranking table can be used to convert ratings into values that will help marketers in measuring the factors and help in entering it in the derived regression or discriminant equation. NEWGATE INDIA, Bangalore Page 123
  • 124. [ MARKET RESEARCH REPORT] JAN 2010 - 20129C. Future Scope It will help in understanding the cultural, geographical & demographical influence on consumer purchasing behavior of [GSM] service in India. Marketers can efficiently design strategies based on customer’s history and can offer them customized offers by integrating with [CRM] technology.9D. Formulation of new objectives Objective 1: To identify how various factors responsible for post purchase evaluation of [GSM] service would vary based on Age, Sex, Occupation & geographical location in India. Objective 2: How well can customer perceive those identified service/product features while they opt to any [GSM] operator. Objective 3: Whether customers are able to differentiate those factors among various brands and if yes, then to what extent in terms of probability. NEWGATE INDIA, Bangalore Page 124
  • 125. [ MARKET RESEARCH REPORT] JAN 2010 - 2012APPENIDIX APPENDIX NO Title Page NoAPPENDIX-A.1 List of Respondents to Online Survey : Series ‘A’ – ‘F’ 128APPENDIX-A.2 List of Respondents to Online Survey : Series ‘G’ – ‘P’ 129APPENDIX-A.3 List of Respondents to Online Survey : Series ‘P’ – ‘S’ 130APPENDIX-A.4 List of Respondents to Online Survey : Series ‘S’ – ‘Z’ 131APPENDIX- B Respondent Survey Facts 132APPENDIX-C Objectives Proposed and Final Outcome 133APPENDIX-D Null hypothesis acceptance results 134APPENDIX-E Customer Survey Response Pattern 135APPENDIX-F.1 Customer Priority Matrix 136APPENDIX-F.2 Market Share 136APPENDIX-G Customer facts 137APPENDIX-H.1 Multiple Regression linear Equations 138APPENDIX-H.2 Discriminant equation 138APPENDIX-I.1 Question distribution based on objectives 139APPENDIX-I.1 Question distribution based on analysis tool 139 NEWGATE INDIA, Bangalore Page 125
  • 126. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 APPENDIX-A A.1 List of Respondents to Online Survey : Series ‘A’ – ‘F’ Female MaleS.no Name Gender Current Place1 Aarti Goswami Female Bangalore2 Abhijeet Kumar Male Hyderabad3 Aditya Narayan Patra Male Goa4 Alekhya Mohanty Female Pune5 Anandi Mishra Female Delhi6 Anannya Bohidar Female Delhi7 Ananta Shit Male Bankura8 Anupriya Verma Female Bangalore9 Arnab Kumar Roy Male Bangalore10 Atul Kumar Male Mumbai11 Avik Dhar Male Bangalore12 Barsha Kar Female Bangalore13 Bhavya Janardhan Female Bangalore14 Biswajit Sahoo Male Bhubhaneswar15 Chandradeep Bhattacharya Male Bangalore16 Deviprasanna Swain Male Rourkela17 Dilip Kumar Choudhary Male Ranchi18 Dinesh Kumar Dash Male Jharsuguda19 Faraaz Hasnain Male Bangalore NEWGATE INDIA, Bangalore Page 126
  • 127. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 APPENDIX-A A.2 List of Respondents to Online Survey Series ‘G’ – ‘P’S.no Name Gender Current Place21 Gautam Kumar Sahu Male Bangalore22 Gurdeep Kaur Female Rourkela23 Gyaneshree Acharya Female Chennai24 Hanuman Kumar Jha Male Noida25 Irfan Habib Male Bangalore26 Jasmeet Kaur Female Rourkela27 Jyotsana Padhi Female Bhubhaneswar28 K Samit Kumar Patra Male Bangalore29 Kalpana Subhashree Female Patna30 Kasturi Kumari Female Bangalore31 Kavita Tiwari Female Pune32 Kiran Varghese Jacob Male Hyderabad33 Kumar Roshan Male ( Abroad)34 Kusum Singh Female Rourkela35 Laxman P Rao Male Bangalore36 Lilashree Dey Female Mumbai37 Manish Bhardwaj Male Mumbai38 Manish Kumar Arya Male Bangalore39 Manisha Padhi Female Rourkela40 Md.Aminul Haque Male Jamshedpur41 Meghna Patel Female Bhubhaneswar42 Moitreyi Sen Female Rourkela43 Mrinal Madhukar Male Bhubhaneswar44 Nisha Agarwal Female Bangalore45 Nitesh Tripathi Male Goa46 P Maheswari Jain Female Bangalore47 P. Prashanth Reddy Male Bangalore48 Pallavi Sengupta Female Kolkata49 Pooja Kumari Female Rourkela50 Pragyan Pattnaik Female Kolkata NEWGATE INDIA, Bangalore Page 127
  • 128. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 APPENDIX-A A.3 List of Respondents to Online Survey : Series ‘P’ – ‘S’S.no Name Gender Current Place51 Prajuktisama Dasgupta Female Bangalore52 Prashant Sinha Male Bangalore53 Pratik Behera Male Bangalore54 Prayag Pratishriti Majhi Female Bhubhaneswar55 Priya Mishra Female Rourkela56 Priyanaka Sharda Male Surat57 Priyank Gupta Male Bangalore58 Puja Biswal Female Bangalore59 R.Kumar Male Rourkela60 Ragini Yadav Female Rourkela61 Rajendra Kumar Panda Male Hyderabad62 Ramanathan.K Male Bangalore63 Ranjit Dash Male Bangalore64 Ravi Prajapati Male Rourkela65 Rituparna Dutta Female Bangalore66 Rohan Prasad Male Pune67 Runa Mohanty Female Bangalore68 Russikant Behera Male Bangalore69 Sagarika Das Female Bangalore70 Saina Parveen Female Pune71 Sandeep Almiya Male Bangalore72 Sandeep Pujari Male Ranchi73 Sangya Patro Female Gurgaon74 Santosh Rohit Male Surat75 Sarmistha Jena Female Bangalore76 Saswat Mishra Male Bhubhaneswar77 Saumya Shukla Female Bangalore78 Saurav Kant Prasad Male Bangalore79 Saurav Mohanty Male Bangalore NEWGATE INDIA, Bangalore Page 128
  • 129. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 APPENDIX-A A.4 List of Respondents to Online Survey : Series ‘S’ – ‘Z’ 80 Shree Mishra Female Bhubhaneswar 81 Siddhartha Shit Male Bankura 82 Sneha Das Female Bangalore 83 Sneha Sahoo Female Hyderabad 84 Somprada Kumari Female Bangalore 85 Subhadeep Bayer Male Kolkata 86 Subhra Kanta Mishra Male Ahmedabad 87 Sudeshna Dash Female Rourkela 88 Sulekha Thappa Female Bangalore 89 Sumana Gosh Female Bangalore 90 Sumitra Ray Female Bangalore 91 Sunam Pal Male Bangalore 92 Sunidhi Tiwari Female Hyderabad 93 Sunil Kargupta Male Rourkela 94 Sushree Santwana Dalai Female Hyderabad 95 Talha Mushtaque Male Jamshedpur 96 Tanisha Sinha Female Hyderabad 97 Tanmoy Mishra Male Bangalore 98 Trisha Sahoo Female Kolkata 99 Udaychand Pal Male Rourkela100 Ujjawal Kumar Male Bangalore101 Urvashi Das Female Pune102 Vandana Thakur Female Rourkela103 Vinyith Sisinty Male Bangalore104 Vishal Chand Gothiya Male Rourkela105 Vishal Janendra Male Bangalore106 Vishal Somnath Male Pune107 Zishan Ali Male Rourkela NEWGATE INDIA, Bangalore Page 129
  • 130. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 APPENDIX-BB.1 Respondent Survey Facts NEWGATE INDIA, Bangalore Page 130
  • 131. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 APPENDIX- C C.1 Objectives Proposed and Final Outcome[Sa: Customer Satisfaction Level; Q : Service Quality; B : Benefit for Money,N : Degree of network remaining busy, A: Degree of additional service availableP: Performance , S: ound Clarity ] NEWGATE INDIA, Bangalore Page 131
  • 132. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 APPENDIX- D D.1 Null hypothesis acceptance results S.no Hypothesis Correlation Result There is a positive correlation between Positively correlatedHypothesis : HA0 customer satisfaction level Accepted to as high as 83.1% (Sa) & quality of service (Q). There is a positive correlation between Positively correlatedHypothesis : HB0 customer satisfaction level Accepted to as high as 84.5% (Sa) & Performance of service (R). There is a negative correlation between Weekly correlated toHypothesis : HC0 Rejected customer satisfaction level low as 26.4% (Sa) & price (P). There is a positive correlation between Weekly correlated toHypothesis : HD0 customer satisfaction level Rejected low as 35.2% (Sa) & Problem addressed by customers (P). There is a negative Negatively correlation betweenHypothesis : HE0 correlated to as high Accepted customer satisfaction level as - 81.2% (Sa) & Network traffic (N). NEWGATE INDIA, Bangalore Page 132
  • 133. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 APPENDIX - E E.1 Customer Survey Response Pattern Phase-1 Survey : Number of Response Day 4 Day 3 Day 2 Day 1 0 2 4 6 8 10 12 14 Phase-3 Survey: Number of Response3025201510 5 0 Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 Day 8 Day 9 Day 10 Day 11 NEWGATE INDIA, Bangalore Page 133
  • 134. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 APPENDIX - F F.1 Customer Priority Matrix ATTRIBUTES PRIORITY RANK PRIORITY %1.Reasonable Price rates 1 15.740740742.Network Traffic 2 14.814814813.Additional Service 2 14.814814814.Service Quality 3 12.962962965.Performance 4 11.111111116.Benefit for Money 5 10.185185197.Sound Clarity 5 10.185185198.Problems addressed by customer care 5 10.18518519 F.2 Market Share UNINOR SPICE MTNL Other 3% 2% 1% 0% Market Share HFCL AIRCEL 0% 6% AIRTEL IDEA 19% 10% BSNL VODAFONE 11% 18% TATA 13% RELIANCE 17% NEWGATE INDIA, Bangalore Page 134
  • 135. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 APPENDIX - G G.1 Customer facts % of peole usingNot aware of Roaming charges 47.05 % SMS: Less than 50 P / Min 88.23 % Local: Less than 60 P/Min 82.35 % STD: less than 60 P/ Min 70.58 % % of people using following service 64.7 % 58.8 % 41.11 % 29.4 % GPRS Internet Ringtone Application Dowload NEWGATE INDIA, Bangalore Page 135
  • 136. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 APPENDIX - H H.1 Multiple Regression linear Equations Sa = C + F(X) C = 3.293F(X) = 0.195 Q + 0.104 B - 0.124 N + 0.216 A + 0.143 P + 0.799 S Sa = 3.293 + 0.195 Q + 0.104 B -0.124 N + 0.216 A + 0.143 P + 0.799 S H.2 Discriminant equation Centroid Values - 3.736 0 + 3.327 Not Satisfied Satisfied Sa = C + F(X) F (X) = 0.028 Q + 0.011 B - 0.08 N + 0.029 A + 0.023 P + 0.114 S Sa = -6.064 + 0.028 Q + 0.011 B - 0.08 N + 0.029 A + 0.023 P + 0.114 S Where, - 3.736 ≤ Sa ≤ - 0.934 ; Not Satisfied Sa = - 0.934 < Sa < 0.831 ; Neutral 0.831 ≤ Sa ≤ 3.327 ; Satisfied NEWGATE INDIA, Bangalore Page 136
  • 137. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 APPENDIX - I I.1 Question distribution based on objectivesObjective No Purpose Question No To identify the factors that constitutes Phase: 1 OBJECTIVE-1 customer satisfaction Question Number 8 To find out how the factors are related Phase: 1 OBJECTIVE-2 to customer satisfaction before using Question Number 8 statistical used. To find out cause-effect (X-Y) Phase: 3 OBJECTIVE-3 relationship between factors & Question Number customer satisfaction level. 5A,5B,6A,6B,7A,7C I.2 Question distribution based on analysis tool Analysis Tool Question number Regression Analysis Phase:3 Q. 5A,5B,6A,6B Discriminant Analysis Phase:3 Q. 5A,5B,6A,6B Correlation Analysis Phase:3 Q. 5A,5B,6A,6B Reliability Test Phase:3 Q. 5A,5B,6A,6B,7A,7C Descriptive Statistics Phase:3 Q. 5A,5B,6A,6B,7A,7C Ranking Table Phase 1: Q8 Phase 1: Q 2,3,4A,7,9,10,11 Graphical Analysis Phase 3: Q2,3,4,5,5A,5B,6,6A,6B,7,7A,7B,,8,9 Phase 2: Q A,B,C,D Percentage Analysis Phase :3 Q 4 Central tendencies (Mean) Phase 2: Q E1,E2,E3,E4, Qualitative Analysis Phase 2: Q F, G NEWGATE INDIA, Bangalore Page 137
  • 138. [ MARKET RESEARCH REPORT] JAN 2010 - 2012ABBREVIATIONSAlphabet Series : ‘A’, ’B’, ’C’, ’F’, ’G’, ’I’, M’, ’N’, ’R’, ’S’, ’T’, ’V’, ’W’ Source [46]: http://www.abbreviations.com/acronyms/TELECOM.html NEWGATE INDIA, Bangalore Page 138
  • 139. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 Abbreviation Series ‘A’ – ‘M’ Series ‘M’ – ‘W’[3G] : Third Generation [MNP]: Mobile Number Portability[ADAG]: Anil Dhirubhai Ambani Group [MPLS]: Multiprotocol Label Switching[AT&T]: American Telecom and Telegraph [MTNL] : Mahanagar Telephone Nigam Limited[BB] : Broad Band [MVNO] : Mobile virtual network operator[BSNL] : Bharat Sanchar Nigam Limited [NTP] : New Telecom Policy[CDMA] : Code Division Multiple Access [NTT] : Nippon Telegraph and Telephone[CRM] : Customer Relationship management [RFID] : Radio-frequency identification[FCC] : Federal Communications Commission [RTL] : Reliance Telecom Ltd[FDI]: Foreign direct investment [SMS] : Short Message service[FDMA] : Frequency Division Multiple Access [STD] : Standard Trunk Dialing[GDP] : Gross Domestic Product [TDMA] : Time Division Multiple Access[GPRS]: General packet radio service [TDSAT]: Telecom Disputes settlement and[GPS] : Global Positioning System Appellate Tribunal[GSM]: Global System for Mobile [TRAI] : Telecom Regulatory Authority ofCommunication India[IT] : Information Technology [TTSL] : Tata Teleservices Limited[ICT]: Information and communications [VoIP]:Voice over Internet Protocoltechnology [VPN]: virtual private networks[IP] : Internet Protocol [VRFs]: (Virtual Routing/Forwarding)[IPTV]: Internet Protocol television [VSAT]: Virtual Satellite[ISD] : International Subscriber Dialing [VSNL] : Videsh Sanchar Nigam Limited[ISDN]: Integrated service digital network [Wimax] : Worldwide Interoperability for[MBPS]: Megati Nit per sec Microwave Access[MMS] : Multimedia Message service Source [46]: http://www.abbreviations.com/acronyms/TELECOM.html NEWGATE INDIA, Bangalore Page 139
  • 140. [ MARKET RESEARCH REPORT] JAN 2010 - 2012Glossary Source [47]: http://www.marketresearchterms.com/xyz.phpGLOSSARY NO Title Page NoGlossary G.1 Alphabet Series ‘ A ’ – ‘ F ’ 143Glossary G.2 Alphabet Series ‘ G ’ – ‘ P’ 144Glossary G.3 Alphabet Series ‘ P ’ – ‘ S ’ 145Glossary G.4 Alphabet Series ‘ S ’ – ‘ Z ’ 146 NEWGATE INDIA, Bangalore Page 140
  • 141. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 Glossary: G1 Series ‘A’ – ‘D’ A* Alternative Hypothesis:A statement of what a statistical hypothesis test is set up to establish. The test result iscommunicated by rejecting the null hypothesis in favor of the alternative hypothesis .* Analysis of Variance (ANOVA):A statistical method establishing the existence of a difference between several sample means.* Autocorrelation:The same variable is observed over time. The observations produce different values which arecorrelated.* Causal Research:Research that attempts to explain the relationship between two variables (if A cause s B to occur). C* Centroid:Points on a map that indicate the center of the 260,000 block groups and enumeration districtsthat exist in the United States.* Cluster Analysis:A statistical technique that helps in determining which category individuals of a population belong to.* Confidence Level:A probability that is used to determine, with confidence, that the true population value isrepresented in the statistical distribution.* Correlation Analysis:A statistical technique that helps in determining the strength of the relationship between variables.* Cross-Tabulation:A process used to analyze data that attempts to better understand the results of asurvey by comparing the answers of one question to the way each respondent answeredone or more questions on the rest of the survey.* Dependent Variable: DA concept thats value changes as an independent variable changes. Statistics are used toexplain the strength of the relationship between the two variables. Can also be called a criterionvariable.* Discriminant Analysis:A technique used to understand a set of independent variables and their ability to predict outcomes ofdependent variables. NEWGATE INDIA, Bangalore Page 141
  • 142. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 Glossary: G2 Series ‘F’ – ‘N’*F-Test:A statistical probability test measuring a calculated value’s ability to occur due to chance. F* Focus Group:A marketing research technique for qualitative data that involves a small group of people (6-10)that share a common set characteristics (demographics, attitudes, etc.) and participate in adiscussion of predetermined topics led by a moderator* Independent Variable: IA variable that is controlled or manipulated by the researcher.* Interval Scale:Ordinal scale with the additional property that the distance between observations is meaningful.An example would be the temperature.* Mean:An average found by summing all observations then dividing the total number of observations. M* Median:A specific observation found directly in the middle of a numerically sorted list.* Mode:In statistics, the data that occurs the most frequently. On a frequency curve, the mode wouldappear at the peak.* Multiple Regression Analysis:Statistical procedure identifying the relationship between two or more independent variables in an effortto identify patterns within the relationship.* Mutually Exclusive:This implies that if events (E1,E2,E3,E4) are mutually exclusive and event E2 occur then no events of(E1,E3,E4) did occur at that time.* Niche Marketing: NMarketing a product to a small and well-defined segment.* Nominal Scale:A measurement scale identifying variable categories. For example, male/female, user/nonuser.* Non-Probability Sample:A sample of the population chosen by the investigator rather than by using probability to choosethe participants. By doing this, a true representative cross section of the population is foregone.* Null Hypothesis:Initial assumption made with a statement that is being tested with a significance test. NEWGATE INDIA, Bangalore Page 142
  • 143. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 Glossary: G3 Series ‘O’ – ‘R’* Ordinal Scale: OA scale that allows categories to be ranked in order from smallest to largest-even thoughthe space between two categories is insignificant. Responses might be excellent, good, fair,and poor.* Outlier:This data is uncharacteristic of the normal distribution. It is common for this data to be removedfrom the results in order to prevent skewing of the means or averages.* Population:The entire set of subjects that an experiment is attempting to identify. P* Primary Research:Research conducted in search of new data to solve a marketing information discrepancy.* Probability Sample:Each element in the population has a known nonzero probability of being selected for inclusion ina study. Also called random sampling.* Qualitative Research:Research conducted that cannot be quantified or analyzed quantitatively. Qualitative data requires Qsubjective analysis as it is not collected empirically.* Quantitative Research:Research performed in search of empirical evaluations explaining consumer attitudes, behavior, and/orperformance.* Quartiles:The four quarters in an observation distribution that each identify 25% of the observations.* Questionnaire:A group of carefully worded questions that, with consumer responses, would aid researchers in achievingnecessary data to fulfill research objectives.* Range:The spread of data, from the lowest variable to the highest variable. R* Ratio Scale:A response scale for a survey or questionnaire that categorizes responses ranking them fromsmallest to largest and has a consistent range between each of the category choices.* Reliability:A consistent method that often yields the same results each time that it is measured. NEWGATE INDIA, Bangalore Page 143
  • 144. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 Glossary G4 : Series ‘ S ’ – ‘ Z ’* Sample:A group that is selected to study as a representative of the true S* Sample Population:The description of the characteristics that define a particular population.* Sample Size:Number of sample units to be included in the sample.* Scale:A technique used for participants to measure an object based on set characteristics. Scales areclose-ended questions that require one of the offered responses as the respondent’s answer.* Secondary Research:The analysis of research that had been collected at an earlier time (for reasons unrelated to thecurrent project) that can be applied to a study in progress.* Skewed:A weighted distribution that is not symmetrical which results in having one tail longer than theother on a frequency curve.* Standard Deviation:A measure of dispersion that is found mathematically by the positive square root of the averagesquared difference between the mean and the sample or population values.* Standard Error:The error between the mean and the actual value as defined by the standard deviation. Standarderror can also be found by taking the square root of the variance.* T-Test: TA statistically hypothesis test that is based on a single mean when the sample size is not largeenough to use the Z-test.* Variable: VA quantity with an assigned value that may change during research.* Variance:Variance measures the dispersion of a variable about its mean. Z* Z-Test:A statistical test used in inference determining if the difference between a sample mean and thepopulation mean is large enough to be statistically significant. NEWGATE INDIA, Bangalore Page 144
  • 145. [ MARKET RESEARCH REPORT] JAN 2010 - 2012ReferencesREFERENCE NO Title Page NoReferences R.1 Texr Books/ Reference Books refered 148References R.2 . Journal/Articles/Tutorials/Manuals 149References R.3 Online Journal/Articles/Tutorials URL link 150References R.4 Online Journal/Articles/Tutorials URL link 151References R.5 Online Journal/Articles/Tutorials URL link 152References R.6 Website search Links 153References R.7 Website search Links 154 NEWGATE INDIA, Bangalore Page 145
  • 146. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 ReferencesR1. Books 1. William G. Zikmund (2003), 7th edition, Business Research Methods, South- Western: Cengage Learning, Page:91-93;368-373 2. Naresh K. Malhotra, Satyabhusan Dash, (2010), 6th edition. Marketing Research An applied orientation. India: Pearson education,.Page:519- 526;557-564 3. Leon G.schiffman, Lesire lazar kanuk , (2007), 9th Edition. Consumer Behavior. India: Pearson Education,Page: 82-97 R2. Journal/Articles/Tutorials 4. SPSS step by step Tutorial Part-1 (2004),@ Datastep Development, Page:1-7 5. P K dalelea,M V S N Prasad,Anand Mohan (August 2008), :”A new method of realistic GSM planning in India”, @ International Journal of Computer Science & network security, Volume 8, No.8, Page: 3-6 6. Audrey Selian,Lara Srivastava,Ben Petrazin, (2005), “3G mobile GSM service comparative analysis”, @ International Telecommunication Union, Page1-3 7. Discriminant Analysis in SPSS (2006), @ Dicksen ori , Page:1-4 R3. Online Journal/Articles/Tutorials URL link 8. Jeewon Choi, Hyeonjoo Seol, Sungjoo Lee, Hyunmyung Cho, Yongtae Park, (2008) "Customer satisfaction factors of mobile commerce in Korea", Internet Research, Vol. 18 Iss: 3, pp.313 – 335 URL Link: http://www.emeraldinsight.com/journals.htm?issn=1066-243& volume= 18 &issue=3 &articleid= 1729308 & show=abstract NEWGATE INDIA, Bangalore Page 146
  • 147. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 References R4.Online Journal/Articles/Tutorials URL link9. Hsin Hsin Chang, Hsin-Wei Wang, (2011) "The moderating effect of customer perceived value on online shopping behaviour", Online Information Review, Vol. 35 Iss: 3, pp.333 – 359 URL Link: http://www.emeraldinsight.com/journals.htm?issn=0887-6045& volume =25&issue=1&articleid=1906302&show=abstrac10. Paul Williams, Earl Naumann, (2011) "Customer satisfaction and business performance: a firm-level analysis", Journal of Services Marketing, Vol. 25 Iss: 1, pp.20 – 32 URL Link: http://www.emeraldinsight.com/journals.htm?issn=0954-478X& volume =1&issue=2&articleid=841345&show=abstract11. Pingjun Jiang, Bert Rosenbloom, (2005) "Customer intention to return online: price perception, attribute-level performance, and satisfaction unfolding over time", European Journal, Vol. 39 Iss: 1/2, pp.150 – 174 URL Link: http://www.emeraldinsight.com/journals.htm?issn=0309-0566& volume= 39&issue=1/2&articleid=1463187&show=abstract12. Li-Wei Wu, (2011) "Satisfaction, inertia, and customer loyalty in the varying levels of the zone of tolerance and alternative attractiveness", Journal of Services Marketing, Vol. 25 Iss: 5, pp.310 – 322 URL Link: http://www.emeraldinsight.com/journals.htm?issn=0887-6045& volume= 25&issue=5&articleid=1941501&show=abstract13. Mike Asher, (2006) ,” Measuring Customer Satisfaction “The TQM Magazine, Vol. 1, Issue: 2 URL Link: http://www.emeraldinsight.com/journals.htm?issn=0887-6045& volume= 25&issue=1&articleid=1906302&show=abstract NEWGATE INDIA, Bangalore Page 147
  • 148. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 References R5. Online Journal/Articles/Tutorials URL link14. Rade B. Vukmir, (2006) "Customer satisfaction", International Journal of Health Care Quality Assurance, Vol. 19 Iss: 1, pp.8 – 31 URL Link: http://www.emeraldinsight.com/journals.htm?issn=0952-6862& volume= 19&issue=1&articleid=1541773&show=abstract15. Kasina V. Rao, "RML: market intelligence in India with mobile SMS intervention", Emerald, (2011). Title – RML: market intelligence in India with mobile SMS intervention. URL Link: http://www.emeraldinsight.com/case_studies.htm?issn=2045- 0621& articleid= 1917184&show=abstract16. Edward E. Rigdon, Christian M. Ringle, Marko Sarstedt, Siegfried P. Gudergan (2011), “Assessing Heterogeneity in Customer Satisfaction Studies: Across Industry Similarities and within Industry Differences”, Emerald Group Publishing Limited, pp.169-194 URL Link: http://www.emeraldinsight.com/books.htm?issn=1474-7979& volume=22&chapterid=1947689&show=abstract R6. Website search Links17. http://www.trai.gov.in/annualreport/TRAIAR2008_09E_Add.pdf18. http://www.mobilemondaybelfast.org/wp- content/uploads/2010/10/MoMoBelfast_ Telecom_IndiaMobile_25Oct10.pdf19. http://www.cci.in/pdf/surveys_reports/indias_telecom_sector.pdf20. http://www.mckinsey.com/mgi/reports/pdfs/india/Telecom.pdf21. http://siteresources.worldbank.org/INTRANETTRADE/Resources/Singh.pdf22. http://www.nishithdesai.com/Research-Papers/Opening-netTelephony.pdf23. http://www.ectel.int/pdf/currentpublications/a94reports/Annual%20Telecoms.pdf NEWGATE INDIA, Bangalore Page 148
  • 149. [ MARKET RESEARCH REPORT] JAN 2010 - 2012 ReferencesR7. Website search Links 24. http://www.itu.int/dms_pub/itu-s/opb/conf/S-CONF-AREP-2009-PDF-E.pdf 25. http://www.airtel.in/ 26. http://www.vodafone.in 27. http://www.bsnl.co.in 28. http://www.mtnl.net.in 29. http://www.minacs.adityabirla.com/Aboutus.aspx 30. http://telecomblogs.in/?p=776 31. http://telecomblogs.in/wp-content/uploads/+2010/04/6.jpg 32. http://www.3g.co.uk/PR/Dec2005/2388.htm 33. http://www.3g.co.uk/PR/Dec2005/2389.htm 34. http://www.trai.com/2288.htm 35. http://www.emeraldinsight.com/journals.htm?issn=0263-577&volume=111 36. http://www.cci.in/pdf/surveys_reports/indias_telecom_sector.pdf 37. http://www.trai.gov.in/annualreport/TRAIAR2008_09E_Add.pdf 38. http://www.trai.gov.in/annualreport 39. http://stattrek.com/ap-statistics-1/regression-example.aspx 40. http://spiff.rit.edu/richmond/baseball/order/correlation_example.html 41. http://en.wikipedia.org/wiki/Discriminant.htm 42. http://www.mathstool.com/stats/regresion=12 43. http://www.probabilitytool.com/binomial/sample/ds.ht 44. http://www.yahoosearch.com 45. http://www.google/images.com 46. http://www.abbreviations.com/acronyms/TELECOM.html NEWGATE INDIA, Bangalore Page 149
  • 150. [ MARKET RESEARCH REPORT] JAN 2010 - 2012R8. Website search Links 47. http://www.marketresearchterms.com/xyz.php 48. http://www.gobroadband.in 49. http://www.dbresearch.in 50. http://www.reliancesmart.in 51. http://www.loopmobile.in 52. http://www.stelindia.in 53. http://www.spiceindia.in 54. http://www.aircel.in 55. http://www.uninor.com 56. http://www.oneindia.in NEWGATE INDIA, Bangalore Page 150

×