Customer preference and experiences with mobile phone services in j.p.nagar, bengaluru

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Customer preference and experiences with mobile phone services in j.p.nagar, bengaluru

  1. 1. Customer Preference and Experiences with Mobile Phone Services in J.P.Nagar, BengaluruINTRODUCTION:INTRODUCTION TO STUDY:Satisfaction is a person’s feeling of pleasure or disappointments resulting fromcomparing a product’s perceived performance in relation to his/her expectations. Whenone product or service performance falls short of expectations, the customer isdissatisfied. If performance maches the customers expectations the customer is satisfiedif performance exceeds expectations the customer is highly satisfied. Many companieswant to reach the second stage i.e. highly satisfied. Companies are aiming for TCS(Total Customer Satisfaction). Because today the customer is the king and theorganization revolving around him, precautionary and writing in the popular press tendto use the terms Satisfaction” and “Quality” interchangeably. Current thinking suggestsboth service quality and customer satisfaction can be viewed at the individual serviceencounter level. Service quality is a focused evaluation that reflects the customer’sperception of the five specific dimensions of service. Satisfaction, on the other hand, ismore inclusive, it is influences by perceptions of service quality, product quality as wellas situational and personal factors. In every service encounter aim is customersatisfaction because every service encounter is potentially critical to customer retention.Many firms aim for “Zero defects” or 100% satisfaction.Sources of pleasure and displeasure in service:The importance of service encounters in building quality, perception and ultimatelyinfluencing customer satisfaction with the organization1.Recovery: Employee response to service delivery system failures when a failure of theservice delivery system and an employee is required to respond in some way tocustomers complaints and disappointments1.Adaptability: Employee response to customer needs and requests. When thecustomer has special need or requests that place demands on the process. Here customerjudge service quality in terms of the flexibility of the employees and the system. Herewe can see one example in satisfactory side and dissatisfaction side. Firstly satisfactoryside “when my mobile phone is not working in peak time, I informed that mobile phone11Noble School Of Business 1
  2. 2. Customer Preference and Experiences with Mobile Phone Services in J.P.Nagar, Bengalurucompany. The employee in a proper way and immediately he took charge”.Unsatisfactory side is “The mobile phone is not giving clarity of sound and the customerreports to the company, but there was no response2.Service prices are powerful due those aid customers in forming expectations of servicelevels and later help them to evaluate actual quality and value received. Pricing is soimportant and such a powerful influence on customers expectations. Price sets anexpectation of quality. Pricing too low can lead to inaccurate inferences about thequality of the service. Pricing too high can set expectations that may be difficult tomatch in service delivery. Customer expectations are belief about service delivery that functions of standardwhich performance is judged. Being wrong about what customers want can meanloosing a customer’s business when another company hits the target exactly.New services for the currently served market: Represent to attempts to after existing customers of the organization a service notpreviously available from the company.Ex.: Now in some of the cell phones they provide new features like calculator, infraredport, games, etc.Service improvements:Change in features of service that already differed might involve faster execution of anexisting service process, extended hours of services, etc.Style:New mobile phones are coming in different colors and a basic model in any mobilephone today would have call making and receiving, phone book, SMS (short messageservice), calculator, profiles, call register, games, reminders, alarm clock and calendar.The other features would be a vibration mode, polyphonic eco-friendly (natural,melodious tones like birds chirping) and different ring tones.1.1 BACKGROUND TO THE STUDY:2 .Noble School Of Business 2
  3. 3. Customer Preference and Experiences with Mobile Phone Services in J.P.Nagar, BengaluruIndian telecom sector is one of the oldest and largest networks in the world. With morethan 40 million telephone lines spread across all the states Indian telecom is a giant set-up. The sector that was till recently dominated only by the government is now seeing therise of the private service providers for the first time. The sector was one of the biggestmonopolies in the country. The Indian telecom sector consists of the communicationministry at the top. There us an autonomous regulatory body called the telecomRegulatory Authority of India (TRAI).the government issues the licenses to serviceprovides under various categories to provide the telecom services to the consumers.The structure Indian telecom industry is shown in the figure: Ministry of Communication BSNL/MTNL Dept.of Telecom TRAI: Regulator Government Basic Telecom Other service Cellular Service Service Providers ProvidersMAJOR TELECOM SERVICES:The major telecom services available in the country are classified as given below:Noble School Of Business 3
  4. 4. Customer Preference and Experiences with Mobile Phone Services in J.P.Nagar, Bengaluru• Fixed landline or basic services• Cellular services• National Long Distance services• Internet and Data services• Paging services• Satellite telephonyBRIEF HISTORY:Over 150 years ago a new industry began in India that transformed the country forever.It was the beginning of the telegraph industry in India. This was followed few years laterby the launch of telephone services in country. It is important to note the fact Indiantelecom was entirely in the hands of private sector till all the operators were taken overby the government 1943. India has less than Lac subscribers at the time ofIndependence. In 1997 government passed the TRAI bill and Telecom RegulatoryAuthority of India was constituted. The TRAI Act was amended in the year2000 torecognize and strengthen the regulator. A new body called TDSAT (Telecom DisputeSettlement and Appellate Tribunal) was also constituted to resolve any disputes betweenthe service providers and the government. The government decision to liberalize thesector way back in 1999 has made it an exciting one. India today has 40 million fixedtelephone lines and 14 million mobile phone users.MOBILE SERVICES:Cellular service operations made their debut in India in the year 1995-96.Eigt licenseesin the metros began their operations and 15 others were given licenses to provideservices inn 18 circles. Modi Telstra in Calcutta was the first to start, followed by BhartiCellular in Delhi. Delhi had the largest number of subscribers during this period andBharti had the lead in this market.1.2. DESIGN OF THE STUDY:Noble School Of Business 4
  5. 5. Customer Preference and Experiences with Mobile Phone Services in J.P.Nagar, BengaluruThis chapter briefly describes the design of the study, beginning from the title of thestudy and goes on to explain the objective, scope of the study, methodology, sampling,field work, analysis and finally the limitation of the study.1.2.1 STATEMENT OF PROBLEM:Today is the world of inventions and innovations and that lies in a customer who isdynamic and his beliefs, attitude and his satisfaction level. It is needless to affirm thatmarketing is a new way of thinking about how companies and other organization candevelop beneficial change with target customer who is always inclined in seeking tosatisfy some needs and wants. Hence the problem is how we can find more customersfor what services we provide, customer satisfaction and the new services provided by thecompetitors, how the company can live up to their expectations and understand thedifferent aspects of customer’s views.1.2.2 SCOPE OF THE STUDY:Today the telecommunications industry is undergoing a revolution. Many types ofbranded companies are entering into this field. This has given rise to the opening of thecompetitive mobile phone service stations like Airtel, Idea, Vodafone, Reliance, BSNLand Tata Indicom to offer the requisite services to the cellular users.With the study we can get some suggestions from subscribers for service improvementsin terms of quality. In the study we can find out the levels of customer satisfaction .wecan also identify the causes for customer dissatisfaction like disturbance, call cost, moreservice charges, and clarity of sound and delivery of the product.1.2.3 NEED FOR THE STUDY:Cell phone has become a part of everyone’s life. In this study we try to understandJ.P.Nagar, Bengaluru users who are using different services provided by the subscriber.So there is also need to study:1) What services are provided by the various cellular service providers now-a-days andhow they can provide better services to the subscribers?2) To understand different aspects of customers views and satisfactions.3) What new services are being provided by the various service providers?Noble School Of Business 5
  6. 6. Customer Preference and Experiences with Mobile Phone Services in J.P.Nagar, Bengaluru1.2.4 OBJECTIVE OF THE STUDY:• To generate suggestions from subscribers for service improvement.• To study the present network of the mobile phone services.• To identify the various complaints of the subscribers on various aspects likeclarity, disturbance, and call cost, service charges, etc.• To find out the companies response to customer needs and wants.• To find out the level of customer satisfaction from the service providers.• To find out which service provider has the maximum number of satisfied customers.1.2.5 RESEARCH DESIGN:Nature of research design:A research design is indispensable for a research project unlike the building plan whichis precise and specific. Research design is a “tentative plan” with a series of guide poststo keep one going on in a right direction. It undergoes modifications, as circumstancesdemand when the study progresses. New aspects, new conditions and new relationshipscome to light when the study deepens. A research is purely and simply the framework or plan for a study that guides thecollection and analysis of the data. It is a blue print that is followed in completing astudy.  The study must be relevant to the problem.  The study must employ economical procedures.  Three important points about research design are: • The design of investigation should stem for the problem. • The three basic research designs are whether the design is productive in given problem setting depends on how imaginatively they are applied. • An understanding of the basic design is needed so that they can be modified to suit specific purpose.Noble School Of Business 6
  7. 7. Customer Preference and Experiences with Mobile Phone Services in J.P.Nagar, Bengaluru1.2.6 SAMPLE DESIGN:Sampling may be defined as the selection of some part of an aggregate or totality, on thebasis of which judgment about the aggregate or totality is made. In other words, it is theprocess of obtaining information about an entire population by only examining only apart of it.For the purpose of the study 100 samples i.e. subscriber of mobile phones in surveyed tocollect the primary data.The convenient sampling is used to select the representative sampling from thepopulation, because researcher does not have subscriber who are easily accessible.1.2.7.1 Definition of the population:Out of the sample collected the break up of the sample size was on the followingparameters.  The respondents were taken from all the kinds of class i.e. high, lower and middle classes. The respondents have been chosen on random basis.  These respondents were the software engineers, businessman, government employees, etc.  Some were students of engineering college, management colleges and under graduate colleges.  Also the opinion of local people had been taken.  The sample size consists of 100 respondents.1.2.7.2 Sample size:A total number of 100 respondents were included in the study of these most weresoftware engineers of software companies and students and also the general public.1.2.7.3 Sample Techniques Adopted:As the Bengaluru city is a metropolitan and its population is in millions and there arelarge number of sectors. The population universe in the city of Bengaluru being vast insize, it was difficult to conduct 100% coverage of the study within the limited period.Hence the sample survey method is adopted for this study.Noble School Of Business 7
  8. 8. Customer Preference and Experiences with Mobile Phone Services in J.P.Nagar, Bengaluru1.2.8 SOURCES OF DATA1.2.8.1 SECONDARY DATA:Secondary data refers to that which has already been collected by someone else.Secondary data for the study was collected from:  Published literature  Company published data and broachers  Internet  Commercial service  Books1.2.8.2 PRIMARY DATA: Primary data refers to data that is collected afresh and recorded for the first time.Primary data are those data i.e. collected by the researcher himself. It thus happens to beoriginal in nature. The various methods of collecting primary data are performingsurveys, census, through observation or through correct communication withrespondents. But basic manner of primary data collection is survey method. The primarydata for the study was collected through questionnaire.1.2.8.3 TYPE OF RESEARCH: (qualitative)a. EXPLORATORY RESEARCH:This study aimed to gain familiarity with problem and to generate ideas to formulatethe problem. A survey was conducted among few respondents to know the actualproblem.b. DESCRIPTIVE RESEARCH:Descriptive research gives more insight into particular problem. Descriptive researchwas used for this study to understand the marketing strategies adopted by the companyin J.P.Nagar, Bengaluru region. It also provides a clear insight into the perception ofpeople towards Cellular services.Noble School Of Business 8
  9. 9. Customer Preference and Experiences with Mobile Phone Services in J.P.Nagar, Bengaluru1.2.9 FIELD WORK:Once the questionnaire was ready the field work was started. The questionnaire wasadministered in person by the researcher to the respondent. Effort was made so as toensure that there was no bias in the answering of the question by the peopleinterviewed..1.2.10 LIMITATIONS OF THE STUDY:  The users of cellular phones are geographically wide spread and hence contacting them is time consuming.  The sample size of customer is limited to 100 because of time and cost factor.  The information collected may not be sufficient and reliable in terms of total market conditions in India as J.P.Nagar, Bangalore represents only a small portion of the total national market.  The study was time bound.  Few of the respondents were not open with their responses.  Seldom had to come across respondents who did not have much idea about the objective of the study.Noble School Of Business 9
  10. 10. Customer Preference and Experiences with Mobile Phone Services in J.P.Nagar, Bengaluru1.2.11 OVERVIEW OF THE REPORTThis is essentially the chapter scheme and is divided into five units as under:INTRODUCTION This chapter starts with the brief idea regarding the project and it also explains thetheoretical background of the study i.e. sources of pleasure and displeasure in serviceetc. The design if the study tells us about the research methodology adopted for thestudy, statement of the problem, review of the literature, scope of the study, objective ofthe study, operational definitions of the concept, sampling method, data collection tool,limitations of the study and overview if the report.Chapter -1 LITERATURE REVIEWThis chapter contains the projects referred, books and the Articles referred.Chapter-2 PROFILE OF THE RESPONDENTThis chapter has the profile of the sample unit.Chapter -3 ANALYSES AND INTERPRETATIONThis chapter contains classification and tabulation of data, analysis and interpretation.Chapter -4 EXECUTIVE SUMMARYThis chapter consists of executive summaryChapter -5 SUMMARY OF FINDING’SThis chapter contains the findings of the projectChapter-6 CONCLUSION & SUGGESTION This is the last chapter. It has executive summary of dissertation, conclusions andsuggestions.Noble School Of Business 10
  11. 11. Customer Preference and Experiences with Mobile Phone Services in J.P.Nagar, Bengaluru1. REVIEW OF LITERATURE:Customer satisfaction is a well research area. Various researchers have done research on thistopic, some of them are: • The data services market in Chennai has done a report named “Overview of the Indian Telecom Industry”. • Tata Teleservices, Chennai has done a report named “Overview of the Indian Telecom Industry”. • A study on “Customer satisfaction on mobile phone service” by P. John. • “Telecommunications in India” by Punit Jain. • CONSUMER PREFERENCES AND SATISFACTION TOWARDSVARIOUS MOBILE PHONE SERVICE PROVIDERSAN EXPLORATORY STUDY IN JODHPUR CITY, RAJASTHAN • A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES • A project report on comparative analysis of marketing strategies of Vodafone and Airtel by Hemanth CR Patna • A PROJECT REPORT ON“A STUDY ON BRAND AWARENES TOWARDS AIRTEL MOBILE CONNECTION”For the purpose of the study following books were referred to: • “Marketing management” by Philip Kotler, ninth edition, Prentice Hall India defines Customer satisfaction as “Satisfaction is a person of pleasure of disappointment resulting from comparing products perceived performance in relation to his/her expectations”. • “Service Marketing” by Valartie A. Zeithamal, Mc Graw-hilll companies, Inc defines service quality as “service quality of the delivery of excellent or superior service relative to customer expectations”. • “Service Marketing” by Ronald Rust and Anthony international student edition defines unique characteristics of service as “the success of gods manufacturer isNoble School Of Business 11
  12. 12. Customer Preference and Experiences with Mobile Phone Services in J.P.Nagar, Bengaluru vital dependent on the services they provide. Four common characteristics of services: intangibility, inseparability, variability and perish ability.”For the purpose of the study following articles were referred to: • “The future is in your palm” by dated 20 March 2003,”Business World” • “Money on call” by dated 3 April 2003,”Business World” • “Welcome to the world of AIRTEL” Airtel company broacher • Clever services on cheap mobile phones make a powerful combination—especially in poor countries Jan 27th 2011 • Article on Service Quality and Customers preference of Cellular Mobile Service Providers. • Article on Brand Preference for Mobile Phone Operator Services in the Cape Coast Metropolis. • The Cell phone, Navigating Our Lives - http://www.nytimes.com/ • National Telecom Policy 2012 aims to do away with roaming charges and introduce a pan-India mobile permit - May 31, 2012,Noble School Of Business 12
  13. 13. Customer Preference and Experiences with Mobile Phone Services in J.P.Nagar, Bengaluru2. PROFILE OF THE RESPONDENTSPROFILE OF THE SAMPLE UNIT:  The research is an effort to study the “Customer preference and experiences with mobile phone services in J.P.Nagar, Bengaluru”.  A survey of 100 subscribers is conducted in general to derive the conclusion, as it is very difficult to use the probability sampling to select the representative sample.  For the purpose of the study age-group of respondents have classified into four group such as 15-20, 21-30, 31-40 and 40 and above and their response percentage are 16%, 44%, 15%, and 25% respectively.  Income of the respondents has been classified into four groups such as below 10,000, 10,000 - 20,000, 20,000 -30,000, above 30,000, their response percentage are 30%, 40%, 20% and 10% respectively.  Occupation of the respondents were classified into three groups such as students, employees, and self-employed and their response percentage are 40%, 30% and 30% respectively.Noble School Of Business 13
  14. 14. Customer Preference and Experiences with Mobile Phone Services in J.P.Nagar, Bengaluru3. ANALYSIS AND INTERRETATION:3.1 INTRODUCTION TO ANALYSIS:After tabulating, the data must be analyzed, researcher often use statistical interpretationwhich concentrates on what is average or what deviates from an average. Statisticalinterpretation, shows how widely the response vary and how they are distributed inrelation to the variable, being measured, statistical market rely on estimates of expectederrors or deviation from the two values of population. The analysis and interpretation ofdata may lead the researcher to accept or reject the hypothesis being selected.3.2 DATA ANALYSIS TOOLS USED:The process of arranging data into groups or classes according to resemblance andsimilarities is technically called classification.Classification is the process of arranging the data into sequences and groups accordingto their common characteristics or separating them into different related parts.The data can be calculated on the following four bases:  Quantitative- according to magnitude  Geographical- according to city, district, etc.  Qualitative- According to attributes  Chronological- According to occurrence of events in timeNoble School Of Business 14
  15. 15. Customer Preference and Experiences with Mobile Phone Services in J.P.Nagar, Bengaluru 1. Table showing “the age group of respondents”Years No. of respondents Percentage ( % )15-20 16 1621-30 44 4431-40 15 1540 above 25 25Total 100 100Source: Survey DataObservation:This table shows that majority of respondents belong to the age group between 21-30 i.e.44%, 25% are of the age group 40 above, 16% are of the age group between 15-20 andthe rest 15 are of the age group between 31-40. 01. Graph showing “the age group of respondents”Noble School Of Business 15
  16. 16. Customer Preference and Experiences with Mobile Phone Services in J.P.Nagar, BengaluruSource: Table no.1 02. Table showing “the occupation of the respondents”Occupation No. of respondents Percentage (%)Student 40 40Employees 30 30Self-employed 30 30Total 100 100Source: Survey DataObservation:Majority of respondents were students i.e.40%, 30% were employees and the rest 30%were self-employed. 02. Graph showing “the occupation of the respondents”Noble School Of Business 16
  17. 17. Customer Preference and Experiences with Mobile Phone Services in J.P.Nagar, BengaluruSource: Table no.2 03. Table showing “The Income level of the respondents”Income No. of respondents Percentage (%)Below 10,000 30 3010,000-20,000 40 4020,000-30,000 20 20Above 30,000 10 10Total 100 100Source: Survey DataObservation:Majority of respondents lies in the income level 10,000-20,000 i.e. 40%, 30% below10,000, 20% between 20,000-30,000 and the rest 10% lies above 30,000.03. Graph showing “The income level of the respondents”Noble School Of Business 17
  18. 18. Customer Preference and Experiences with Mobile Phone Services in J.P.Nagar, BengaluruSource: Table no.3 04. Table showing “the brand of cellular phones used”Brands of cellular phones No. of respondents Percentage (%)Nokia 28 28Motorola 12 12LG 8 8Sony 12 12Samsung 36 36Others 4 4Total 100 100Source: Survey DataObservation:This table shows that majority of the respondents use Samsung i.e.36%, 28% usesNokia, 12% of the respondent’s uses Sony and Motorola, 8% uses LG and 4% of therespondents use other brand cell phones. 04. Graph showing “the brand cellular phones usedNoble School Of Business 18
  19. 19. Customer Preference and Experiences with Mobile Phone Services in J.P.Nagar, BengaluruSource: Table no.405. Table showing “the services that are subscribing” Services subscribed No. of respondents Percentage (%)Airtel 45 45Vodafone 31 31Idea 7 7BSNL 6 6Reliance 11 11Total 100 100Source: Survey DataObservation:This table shows that 45% of the respondents use Airtel, 31% Vodafone, 11% Reliance,7% uses Idea and 6% BSNL.05. Graph showing “the services that are subscribing”Noble School Of Business 19
  20. 20. Customer Preference and Experiences with Mobile Phone Services in J.P.Nagar, BengaluruSource: Table no.5 06. Table showing “the schemes that are used”Schemes No. of respondents Percentage (%)Prepaid 70 70Postpaid 30 30Total 100 100Source: Survey DataObservation:Majority of the respondents use prepaid connection i.e. 70% and the rest 30% usepostpaid connection.06. Graph showing “the schemes that are used”Noble School Of Business 20
  21. 21. Customer Preference and Experiences with Mobile Phone Services in J.P.Nagar, BengaluruSource: Table no.6 07. Table showing “the prepaid/postpaid scheme used in Vodafone”Prepaid/Postpaid schemes in No. of respondents Percentage (%)VodafoneVodafone 1p/sec 12 38.7Vodafone 30p/min 8 25.8Vodafone 50p/min 3 9.67Talk 199 2 6.45Talk 225 1 3.22Talk 299 1 3.22Talk 499 4 12.94Total 31 100Source: Survey DataObservation:Table shows that 38.7 % of the respondents use Vodafone 1p/sec, 25.8 % Vodafone30p/sec, 9.67 % Vodafone 50p/sec, 12.94 % talk 499, 6.45 % talk 199, 3.22 % talk 225and talk 299.07. Graph showing “the prepaid/postpaid scheme used in Vodafone”Noble School Of Business 21
  22. 22. Customer Preference and Experiences with Mobile Phone Services in J.P.Nagar, BengaluruSource: Table no.7 08. Table showing “the prepaid/postpaid scheme used in Idea”Prepaid/Postpaid schemes in No. of respondents PercentageIdeaRetail 249 2 28.57Idea 199 0 0Value 249 2 28.57Idea 299 1 14.29Idea 1p/sec 2 28.57Idea 20p/min 0 0Idea 40p/min 0 0Total 7 100Source: Survey DataObservation:Table shows that 28.57 % were using Idea retail 249, Value 249 and idea 1p/sec, 14.29% Idea 299.08. Graph showing “the prepaid/postpaid scheme used in Idea”Noble School Of Business 22
  23. 23. Customer Preference and Experiences with Mobile Phone Services in J.P.Nagar, BengaluruSource: Table no.8 09. Table showing “the prepaid/postpaid scheme used in Airtel”Prepaid/Postpaid schemes in No. of respondents PercentageAirtelRegular 20 44.44Airtel 30p/min 9 20New ACE 249 2 4.44Future value 299 8 17.77Airtel advantage 199 2 4.44Super value 499 4 8.91Total 45 100Source: Survey DataObservationTable shows that 44.44 % of the respondents were using regular plan, 20 % Airtel30p/sec, 17.77 % Future value 299, 8.91 % Super value 499, 4.44 % Airtel advantage199 and New Ace 249.09. Graph showing “the prepaid/postpaid scheme used in Airtel”Noble School Of Business 23
  24. 24. Customer Preference and Experiences with Mobile Phone Services in J.P.Nagar, BengaluruSource: Table no.9 10. Table showing “the prepaid/postpaid scheme used in BSNL”Prepaid/Postpaid schemes in No. of respondents PercentageBSNLPer sec plan 4 66.68FRC 49 1 16.66BSNL 225 plan 0 0BSNL 325 plan 0 0BSNL 525 plan 0 0BSNL 750 plan 1 16.66Total 6 100Source: Survey DataObservation:Table shows that 66.68% of the respondents were using per sec plan, 16.66% are usingFRC45 and BSNL 750 plan.10. Graph showing “the prepaid/postpaid scheme used in BSNL”Noble School Of Business 24
  25. 25. Customer Preference and Experiences with Mobile Phone Services in J.P.Nagar, BengaluruSource: Table no.1011. Table showing “the present network of mobile phone services” Network Airtel Vodafone Idea BSNL Reliance High 31 20 1 1 2 Normal 9 7 3 4 5 Low 5 4 3 1 4 Total 45 31 7 6 11Source: Survey DataObservation:It is clear from the table that most of the Airtel users i.e.31 respondents are highlysatisfied with the network, 9 respondents feel that it is average and 5 feel that it is low.The majority of the Vodafone users i.e. 20 respondents are highly satisfied with the 35 31network, 7 respondents feel that it is average and 4 feel that it is low. The users of Idea 30i.e.3 respondents are not satisfied with the network, 3 respondents feel that it is averageand only 1 25 that it is high. The majority of the BSNL users i.e. 1 respondent is not feel 20satisfied with the network, 4 respondents feel that it is average and 1 feel that it is high. 20 HighThe users of Reliance i.e. 4 respondents are not satisfied with the Normal network, 5 15 Lowrespondents feel that it is average and only 2 feel that it is high. 10 9 7 5 511. Graph5 showing “the present network 4 mobile 4 4 of phone services” N d n p e o s r 33 t f . 1 1 1 2 0Noble School Of Business 25 Service providers
  26. 26. Customer Preference and Experiences with Mobile Phone Services in J.P.Nagar, BengaluruSource: Table no.1112. Table showing “the call cost of the service”Call Cost Airtel Vodafone Idea BSNL Reliance High 23 16 0 0 1 Normal 17 9 5 2 3 Low 5 6 2 4 7 Total 45 31 7 6 11Source: Survey DataObservation:It is clear25 23 table that most of the Airtel users i.e. 23 respondents feel that the from thecall costs are high, 17 respondents feel that it is normal and 5 feel that it is low. The 20majority of the Vodafone users i.e. 16 respondents feel that the call costs are high, 9 17 16respondents feel that it is normal and 6 feel that it is low. The users of Idea i.e. 2 15respondents feel that the call costs are low and 5 feel that it is normal. High majority of The Normalthe BSNL users i.e. 4 respondents feel that the call costs are low, 2 respondents feel that 9 Low 10it is normal. The users of Reliance i.e. 1 feel that the call costs are high, 3 respondents 7feel that it is normal and 7 feel 6 it is low. that 5 5 N 4 d n p e o s 5 r t f .12. Graph showing “the call cost of the service”3 2 2 1 0 0 0Noble School Of Business 26 Service providers
  27. 27. Customer Preference and Experiences with Mobile Phone Services in J.P.Nagar, BengaluruSource: Table no.1213. Table showing “the nature of the customer care Service”Customer Airtel Vodafone Idea BSNL RelianceCareVery helpful 14 20 1 0 1Helpful 18 7 2 2 4Not helpful 13 4 4 4 6Total 45 31 7 6 11Source: Survey DataObservation:It is clear from the table that most of the Airtel users i.e. 14 respondents are highlysatisfied with the customer care, 18 respondents feel that it is helpful and 13 feel that itis not helpful. The majority of the Vodafone users i.e. 20 respondents are highlysatisfied with the network, 7 respondents feel that it is helpful and 4 feel that it is not 25helpful. The users of Idea i.e. 4 respondents are not satisfied with the network, 2 20respondents feel that it is helpful and only 1 feel that it is very helpful. The users of the 20 18BSNL i.e. 4 respondents are not satisfied with the network, 2 respondents feel that it is 15 14 13helpful. The users of Reliance i.e. 6 respondents are not satisfied with the network, 4 Very helpf ulrespondents feel that it is helpful and only 1 feel that it is very helpful. Helpf ul 10 Not helpf ul13. Graph showing “the nature of the customer care cell” 7 6 5 4 4 4 4 2 2 N d n p e o s 1 1 r t f . 0 0Noble School Of Business 27 Service providers
  28. 28. Customer Preference and Experiences with Mobile Phone Services in J.P.Nagar, BengaluruSource: Table no.1314. Table showing “the opinion about sound clarity”Sound Airtel Vodafone Idea BSNL RelianceclarityGood 32 17 0 0 6Average 11 8 3 3 4Poor 2 6 4 3 1Total 45 31 7 6 11Source: Survey DataObservation:It is clear from the table that most of the Airtel users i.e. 32 respondents says that thesound clarity is good, 11 respondents feel that it is average and 2 feel that it is poor. Themajority of the Vodafone users i.e. 17 respondents are satisfied with the sound clarity, 8respondents feel that it is average and 6 feel that it is poor. The users of Idea i.e. 4respondents are not satisfied with the sound clarity, 3 respondents feel that it is average.The users of the BSNL i.e. 3 respondents feel that it is average and 3 feel that it is poor.The users of Reliance i.e. 6 respondents says that the sound clarity is good , 4respondents feel that it is average and only 1 feel that it is poor.14. Graph showing “the opinion about sound clarity”Noble School Of Business 28
  29. 29. Customer Preference and Experiences with Mobile Phone Services in J.P.Nagar, Bengaluru 35 32 30 25 20 17 15 11 Good 10 8 Average 6 64 5 2 34 33 0 0 1 0 N d n p e o s r t f . Service providersSource: Table no.1415. Table showing “the users response level with the mobile phoneservices”Users response No. of respondents Percentage (%)Satisfied 94 94Dissatisfied 6 6Total 100 100Source: Survey DataObservation:Majority of the respondents were satisfied with the mobile phone services i.e.94% andthe rest 6% were dissatisfied with the services provided.15. Graph showing “the users response level with the mobile phoneservices”Noble School Of Business 29
  30. 30. Customer Preference and Experiences with Mobile Phone Services in J.P.Nagar, BengaluruSource Table no.154. EXECUTIVE SUMMARY:EXECUTIVE SUMMARYCommunication is believed to be one of the most crucial factors in the evolution ofmankind. It was only after groups of people settled in various parts of the globe startedinteracting with each other that ideas and more importantly, knowledge began to beexchanged. In the modern world to a strong communication system is perhaps the firstvisible symbol of enhanced awareness and therefore, development. The oldesttelecommunications service in India is the telegraph service, which was introduced in1851.The sector was one of the biggest monopolies in the country. The Indian telecom sectorconsists of the communication ministry at the top. There is an autonomous regulatorybody called the telecom Regulatory Authority of India (TRAI).the government issuesthe licenses to service provides under various categories to provide the telecom servicesto the consumers.Noble School Of Business 30
  31. 31. Customer Preference and Experiences with Mobile Phone Services in J.P.Nagar, BengaluruToday the telecommunications industry is undergoing a revolution. Many types ofbranded companies are entering into this field. This has given rise to the opening of thecompetitive mobile phone service stations like Airtel, Idea, Vodafone, Reliance, BSNLand Tata Indicom etc to offer the requisite services to the cellular users.With the study we can get some suggestions from subscribers for service improvementsin terms of quality. In the study we can find out the levels of customer satisfaction .wecan also identify the causes for customer dissatisfaction like disturbance, call cost, moreservice charges, and clarity of sound and delivery of the product.Mobile telecommunications not only add the feature of mobility, but they alsocomplement and compete with the fixed line network for voice communication.Cellular services have created a new way for entrants to gain access to customers andappear to have the maximum potential in breaking the incumbent’s monopoly controlover customer access-for long major problem in the telecommunications industry.Significantly, mobile telecommunications can play an increasingly important role inproviding universal service, at a lower cost, than fixed line service.For users, mobile telecommunication offers the obvious benefits of mobility and betterservice quality. Given the large benefits users are deriving from mobiletelecommunications services and the competition that mobile telephony is likely toprovide to the incumbent fixed line monopolies in the foreseeable future, there may bea public good in sustaining the growth of this industry.The information collected may not be sufficient and reliable in terms of total marketconditions in India as Bangalore represents only a small portion of the total nationalmarket.Noble School Of Business 31
  32. 32. Customer Preference and Experiences with Mobile Phone Services in J.P.Nagar, Bengaluru5. SUMMARY OF FINDING’SFINDING’S:The study was conducted on “customer preferences and experiences withmobile phone services in J.P.Nagar, Bengaluru” by distributing thequestionnaire to the respondents and the analysis was done. Following arethe main findings from the survey conducted. 1. Brand image plays an important role in the customer decision making. 2. Some respondents have common complaint against Airtel that the network is good and call cost are more. 3. Some of the respondents of Airtel have a complaint that there is auto subscription and deduction of money 4. Some of the respondents of Airtel complaint that there is a network fluctuation while on roaming. 5. Some of the respondent’s complaint about Vodafone stating that the network drops while they are on lift. 6. Some respondents are not happy with the network of Idea.Noble School Of Business 32
  33. 33. Customer Preference and Experiences with Mobile Phone Services in J.P.Nagar, Bengaluru 7. Major of the respondents own their mobile phone. 8. It is found that 44% of the respondents belong to age group 21-30 as per the survey. 9. It is found that 40% of the students are students as per the survey. 10.It is found that 36% of the respondents use Samsung mobile as per the survey. 11.It is found that 45% of the respondents use Airtel connection as per the survey. 12.It is found that 70% of the respondents use prepaid connection as per the survey. 13. It is found that 38.7% respondents use Vodafone 1p/sec plan as per the survey. 14. It is found that 28.57% use Idea retail 249plan as per the survey. 15.It is found that 44.44% of the respondents use Airtel regular plan as per the survey. 16.It is found that 66.68% of the respondents use BSNL per sec plan as per the survey. 17. It is found that 31 Airtel respondents agree the network is high, followed by Vodafone (20), idea and bsnl (1) and Reliance (2) as per the survey. 18. It is found that 23 Airtel respondents agree that the call cost is high, followed by Vodafone (17) and reliance (1) as per the survey. 19. It is found that 20 Vodafone respondents are highly satisfied with the customer care service’s, followed by Airtel (14), Idea and Reliance (1) as per the survey. 20. It is found that 32 Airtel respondents agree sound clarity is good, followed by Vodafone (17) and Reliance (6) as per the survey. 21. It is found that 94% of respondents are satisfied with mobile phone services as per the survey.Noble School Of Business 33
  34. 34. Customer Preference and Experiences with Mobile Phone Services in J.P.Nagar, Bengaluru6.1 SUGGESTIONS:Based on the data collected through subscriber survey certain suggestions are given.They are:  Many respondents complaint about the disturbance during traveling. So some measures should be taken to overcome this problem.  Most of the BSNL users have complaint about the network problem in city limits. More towers should be put up to avoid this problem.  The charges from mobile to land lines should be common.  Vodafone should try to expand its coverage area and should provide roaming facility all over India.  The customer care of Idea, BSNL and reliance are pathetic, it should be checked.  The talk time should be increased.  The grace period should be increased from 30 days to 45 days.  Reliance should try to expand its coverage area.  Free SMS service should be provided by all the operators.  Various schemes and services should be provided which will help the service providers to turn new subscribers and gain confidence among already existing subscribers.Noble School Of Business 34
  35. 35. Customer Preference and Experiences with Mobile Phone Services in J.P.Nagar, Bengaluru  Night offer should be provided.  Call rate must be low.  If call ends at 1min 1 sec r 2 sec it will be charged for 2 min so, the companies have to work on it.6.2 CONCLUSION:Nothing, perhaps nothing i.e. not Gods creation, can be perfect in this world. Much less,an organization which is nothing but a sum total of all its people, people with their likes,dislikes and varying capabilities. But an organization can arrange its activities in amanner that enables it to perform better than most, achieve excellence in what ever it isdoing; it will still have weakness and room for improvement.The deployment of alternative access networks has been recognized as a means towardsgreater service competition and lesser regulation in the telecom industry. In simpleterms, the idea is that one each consumer could choose from among multiple serviceproviders, the need to regulate access would wane. Competition in network provision orin access provision is therefore considered to be the key to both fostering retailcompetition and to reducing market power in the network provision side.During the 1990s, cellular access networks emerged as the most viable alternative accessnetwork to the incumbents fixed access network. Cellular mobile telephony serviceswere launched in the early-1980s as an expensive service tailored to business customers.Since then, cellular networks have made tremendous contributions to reforms intelecommunications by demonstrating the benefits of competition and innovation and byNoble School Of Business 35
  36. 36. Customer Preference and Experiences with Mobile Phone Services in J.P.Nagar, Bengaluruextending connectivity. Cellular subscriptions have grown exponentially, exceedingpenetration rates of 60% in many countries, while the number of mobile subscribers israpidly overtaking the number of fixed lines.In India, the potential of cellular services is evident from the rapid growth of cellulartelephone systems, which attracted nearly 6.43 million subscribers by end-March 2002.If current trends are any indication cellular subscriptions are expected to approach 16.50million by end-June 2004 and account for 20% of telephone connections. However,cellular penetration would still be slightly more than 1% of the population.Mobile telecommunications not only add the feature of mobility, but they alsocomplement and compete with the fixed line network for voice communication. Cellularservices have created a new way for entrants to gain access to customers and appear tohave the maximum potential in breaking the incumbent’s monopoly control overcustomer access-for long major problem in the telecommunications industry.Significantly, mobile telecommunications can play an increasingly important role inproviding universal service, at a lower cost, than fixed line service.For users, mobile telecommunication offers the obvious benefits of mobility and betterservice quality. Given the large benefits users are deriving from mobiletelecommunications services and the competition that mobile telephony is likely toprovide to the incumbent fixed line monopolies in the foreseeable future, there may be apublic good in sustaining the growth of this industry.Noble School Of Business 36
  37. 37. Customer Preference and Experiences with Mobile Phone Services in J.P.Nagar, Bengaluru APPENDICESOPERATIONAL DEFINITIONS OF THE STUDY:For the purpose of the study the following terms are used:  Services: Services are deeds, processes and performances include all economic activities whose output is not a physical product or construction, it is generally consumed at the time it is produced.  Satisfaction: It is a person’s feeling of pleasure or disappointment.  Quality: It is the totality of features and characteristics of a product of servicing that bear on its ability to satisfy stated or implied needs.  Industry: An industry is a group of firms that offer a product or products.  Brand competition: It occurs when a company looks at its competitors as other companies offering similar products and services to the same customers at similar prices.  Marketing: It is a social and managerial process by which individual and groups what they need and want through creating offering and exchanging products of values with others.Noble School Of Business 37
  38. 38. Customer Preference and Experiences with Mobile Phone Services in J.P.Nagar, Bengaluru  Value: It is the consumer’s estimate of the products overall capacity to satisfy his or her needs.  Price: Service price are powerful customers that aid customer in forming expectation of service levels.  Service delivery: It refers to what actually happens when the customers by the service.  Cost quality: Quality improvements leads to profile at least in parts because of cost saving achieved through increased efficiency.  Brand name: Brand is a name, term, sign, symbol, design or a combination of them, intended to identify the goods services.  Voice mail: Allows users to leave a recorded message when the does not want to take call.  Cellular phone: A cellular phone works on the principle of wireless radio technology which receives and transmits radio waves. It is like a sophisticated two way radio which transmits and receives through a wide band radio frequency and channel. The total network is divided in two cells.  Handset: The electronic gadget used for cellular mobile communication is called the handset.  Sim card: The SIM (Subscribers Identify Module) id is provided by the cellular telecommunication service company.  Call forwarding: Enables users to forward in company call to another cell phone.  Call hold: Allows the users to screen and select calls by displaying the number on the screen.  Fax and data service: Allows users to send or receive faxes and even transfer pages of data countries call.Noble School Of Business 38
  39. 39. Customer Preference and Experiences with Mobile Phone Services in J.P.Nagar, Bengaluru QUESTIONNAIRE A study on customer preference and experiences with mobile phone services in J.P.Nagar , BengaluruName:Age:Address:Qualification:Occupation:Income: a) Below 10,000 ( ) b) 10,000 - 20,000 ( ) c) 20,000 -30,000 ( ) d) Above 30,0001) Which brand cellular phone are you using?Nokia ( ) Motorola ( ) LG ( ) Sony ( ) Samsung ( ) Others ( )2) Which service are you subscribing? Airtel ( ) Vodafone ( ) Idea ( ) BSNL ( ) Reliance ( )3) Which provider is giving more services like?Noble School Of Business 39
  40. 40. Customer Preference and Experiences with Mobile Phone Services in J.P.Nagar, Bengaluru Airtel Vodafone Idea BSNL Reliance Internet [ ] [ ] [ ] [ ] [ ] Mobile Banking [ ] [ ] [ ] [ ] [ ] Voice mail [ ] [ ] [ ] [ ] [ ] E-mail & Chat [ ] [ ] [ ] [ ] [ ] News [ ] [ ] [ ] [ ] [ ] Games [ ] [ ] [ ] [ ] [ ] Roaming facility [ ] [ ] [ ] [ ] [ ] Entertainment [ ] [ ] [ ] [ ] [ ]4) Which scheme are you using? Prepaid ( ) Postpaid ( )5) Which prepaid/postpaid scheme are you using in Vodafone? Vodafone 1p/sec ( ) Vodafone 30p/min ( ) Vodafone 50p/min ( ) Talk 199 ( ) Talk 225 ( ) Talk 299 ( ) Talk 499 ( )6) Which prepaid/postpaid scheme are you using in Idea?Retail 249 ( ) Idea 199 ( ) Value 249 ( ) Idea 299 ( ) Idea 1p/sec ( ) Idea 20p/min ( )Idea 30p/min ( )7) Which prepaid/postpaid scheme are you using in Airtel?Regular ( ) Airtel 30p/min ( ) New Ace 249 ( ) Future Value 299 ( ) Airtel Advantage 199 ( )Super value 499 ( )8) Which prepaid/postpaid scheme are you using in BSNL?Per sec plan ( ) FRC 49 ( ) BSNL 225 plan ( ) BSNL 325 plan ( ) BSNL 525 plan ( ) BSNL725 plan ( )9) How do you feel about the present network of mobile phone services? High ( ) Normal ( ) Low ( )10) How do you feel about the call cost of the service? High ( ) Normal ( ) Low ( )Noble School Of Business 40
  41. 41. Customer Preference and Experiences with Mobile Phone Services in J.P.Nagar, Bengaluru11) How is the customer care cell? Very helpful ( ) Helpful ( ) Not helpful ( )12) What is your opinion about sound clarity? Good ( ) Average ( ) Poor ( )13) Are you satisfied with the mobile phone services? Satisfied ( ) Dissatisfied ( )14) Are you looking forward for any other schemes /services? If yes, please specify-----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------15) Suggestions for improvement of mobile phone services:-------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------Thank you for your co-operation YOURS SINCERELY BIBLIOGRAPHY A. TEXT BOOKS • Marketing Management by Philip Kotler, • Service Marketing by Valerie. Zeithamal, the Mc Graw-Hill Companies. • Service Marketing by Ronald Rust and Anthony, International student edition • The essence of Service Marketing by Adrian Payne, Prentice Hall of India. • Service Marketing by Christopher Lovelock.B. MAGAZINES REFERRED • BUSINESS TODAY • BUSINESS WORLD • INDIA TODAYC. ARTICLESNoble School Of Business 41
  42. 42. Customer Preference and Experiences with Mobile Phone Services in J.P.Nagar, Bengaluru • “Welcome to the world of AIRTEL” Airtel company broacher. •D. NEWSPAPER REFERRED • Times of India • Deccan Herald • The Asian Age • Economic TimesE. WEBSITES • www.relianceinfo.com • www.airtel.in • www.ideacellular.com • www.vodafone.in • www.google.com • www.bsnl.co.inNoble School Of Business 42

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