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0601057 analysis of customer feedback for the study of

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  • 1. A PROJECT REPORT ON “ANALYSIS OF CUSTOMER FEEDBACK FOR THE STUDY OF SWITCHING PROCESS” FOR “BHARTI AIRTEL LIMITED.” SUBMITTED BY SANDEEP MURLIDHAR GAIKWAD UNDER THE GUIDANCE OF Dr. Vandana H. Gote SUBMITTED TO “UNIVERSITY OF PUNE” IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF THE DEGREE OF MASTERS OF BUSINESS ADMINISTRATION (MBA) THROUGH VISHWAKARMA INSTITUTE OF MANAGEMENT 1
  • 2. ACKNOWLEDGEM ENT 2
  • 3. ACKNOWLEDGMENT It is said; the most important single word is 'we' and the zero important single word is 'I.' this is true even in today’s modern era. It is absolutely impossible for a single individual to complete the assigned job without the help and assistance from others. It is my greatest pleasure to acknowledge sincere gratitude towards Mr.Sandeep Nair sales manager BHARTI AIRTEL LTD, for his co-operation and guidance. I would also like to acknowledge to my sincere gratitude to the Director of My institute Dr. SHARD JOSHI and my project guide Prof. Mrs. Vandana Gote for guiding me and giving important suggestion regarding this project work. I wish to acknowledge the co-operation of all my friends and batch mates and am thankful to them for their help in completing this project work. Finally, I am thankful to my entire family members for their great support and encouragement. SANDEEP M GAIKWAD. 3
  • 4. TO WHOM SO EVER IT MAY CONCERN This is to certify that Mr. Sandeep M Gaikwad is a bonafide student of our institute. He has successfully carried out his summer project “Analysis of customer feedback for the study of switching process.” titled at Bharti Airtel Ltd. This is the original study of Mr. Sandeep M Gaikwad and important sources of data used by him have been acknowledged in his report. The report is submitted in partial fulfillment of two years full time course of Masters in Business Administration 2006-2008 as per rules. ___________________ ________________________ Prof. Mrs.Vandana Gote Dr. Sharad L. Joshi (Project Guide) (Director) Vishwakarma Institute of Management 4
  • 5. INDEX 5
  • 6. INDEX Chapter Description Page No. 1. Executive Summary 1 2. Introduction 3 3. Company Profile 6 4. Objectives 12 5. Research Methodology 13 6. Data Analysis & Findings 18 7. Conclusion 48 8. Suggestions 49 9 Limitations 51 10. Bibliography 52 11. Annexure 53 6
  • 7. EXECUTIVE SUMMERY 7
  • 8. EXECUTIVE SUMMARY The objective of the project is “Analysis of customer feedback for the study of switching process.” The project was carried out for BHARTI AIRTEL LTD., Pune. Bharti Airtel Ltd. is one of the umbrella divisions of Bharti Group Of Companies. India is experiencing a communication revolution. It has changed the way business is done and we are really heading towards being citizens of a global village. Mobile telephony is leading the revolution and is expanding by leaps and bound. It can be gauged from the fact that, our country is having 20 crores of mobile population within 12 years of introduction of mobiles in India. The momentum is expected to continue for long. Now days, telecom companies are flooding Market with number of new and innovative products. 'Survival of the Fittest' is a nature's law. Thus every company is striving hard to acquire more Market share along with retaining the existing Customer. Thus I took the opportunity of summer project to have some insight in the mobile telephony market and to study the market share of different telecom companies. I undertook the study regarding Market Share of Airtel with reference to a population sample of 200 customers from Bharti Vidyapeeth Area of Pune City. The project involved studying the telephony market, segmenting the market, deciding the sample size, preparing questionnaire, Field work, and analysis of collected Data and drawing inference from the collected information etc. . Objectives of my project are to find out: 1) The reasons of customer switching, 2) The Market share of Airtel with a limited sample. 3) To analyze the market potential of the product. 8
  • 9. 4) To check the satisfaction level of existing customers. Etc. In order to decide the market strategy every company is expected to study its market share, customer feedback on its services. In mobile telephony market there are many instances of customer leaves one service provider and avail the services of other service provided. This is termed as "Switching". Day by days the "Switching" is on rise. Thus I have tried to include the same also in my project. The data collected during the project was secondary as well as primary data. The secondary data was collected to create the database of the survey. The sources used for secondary data are various magazines, governmental & non-governmental publications and internet. Primary data was collected through the questionnaire filled by customers interviewed. The analysis was carried out on the basis of the information obtained from questionnaire. To carry out this research study, data collection (primary data) has been collected from 200 customers in Bharti Vidyapeeth area of Pune city, to know the actual facts and the market position of the company. Out of 200 customers whom I surveyed, I made four groups of 50 customers each one for Boys students, one for girls’ students, one for Professionals and one for Housewives. After undergoing the project it is understood that Airtel has highest market share in the market where I did survey but extent of customer switching on other services from Airtel is also high due to Network and connectivity problems. Good schemes and good customer service are the strong points of Airtel and majority of customer opine that Airtel is respected brand in India. 9
  • 10. INTRODUCTION 10
  • 11. INTRODUCTION In marketing parlance there are Four P’s, Price, Promotion, Physical Distribution and Product. Philip Kotler had contributed four C’s, which are Customer Value, Customer coast, Customer convenience, & Customer communication. In an open economy like ours, no organisation can be complacent with their customer base. They have to strive hard not only to retain existing customers but also have to continuously look for new customers. In such scenario customer's satisfaction is of prime importance. A satisfied customer acts as a brand ambassador. Thus every organization gives the maximum attention toward the customer satisfaction. It is necessary for an organisation to study market time to time & take the customer opinion about product. They have to keep an eye on competitor's new schemes/offers. Philip Kotler says in BW (1.Aug-2005) “Today’s market is customer based market so, no one make fool to customer”. Customers have the choices for their need in every aspect of life. Along with studying Market Share of 'Airtel', I also tried to study the satisfaction level of Airtel as against the services provided by other telecom companies. 11
  • 12. Current Scenario: Indian mobile telecom market comprises of few prominent players like Bharti, BSNL, Idea, Tata, Reliance and Hutch (Now Vodafone), while some are regional players like Spice telecom. As of now Airtel is having highest number of subscribers. Reliance with its CDMA technology based mobile services has captured a good market share. BSNL has emerged as an aggressive player offering mobility at low prices with reaching out to all nooks and corners of our country. The entry of reliance has brought up many regulatory and technical issues governing the telecom sector. Telecom Regulatory Authority of India (TRAI) is an independent agency looking after the regulatory issues. The industry is ready to face another phase of reforms addressing challenges posed by unified licensing and Access Deficit Charge (ADC). Increased economic activities during last some years have increased disposable income of a comman man. Our population comprises of a big segment of young people (age group 21- 35). This class of population always desire to catch up with others. Thus everyone in this class wish to have a mobile phone. The concept of Lifetime Incoming free has gone well with housewives and thus more and more number of housewives are having mobile phones these days. Apart from above mentioned segment there are professionals, businessman and working class people for whom mobile is a necessity. Many companies are offering mobiles to their staff so that they can be contacted any time. There is a separate segment of College students who want to have mobile so as to contact their friends and parents. 12
  • 13. SELECTION OF THE TOPIC AND ITS JUSTIFICATION My topic for the project is “Analysis of customer feedback for the study of switching process”. In order to decide the market strategy every company is expected to study its market share, customer feedback on its services. In mobile telephony market there are many instances of customer leaves one service provider and avail the services of other service provided. This is termed as "Switching". Day by days the "Switching" is on rise. Thus I have tried to include the same also in my project. In the competitive market, the analysis of the product and its main competitors gives you the idea – what to do in the near future to beat competitors and take a vast market share. It also helps to understand the threats of the market and by analyzing these facts; we can make strategies so as to be in good position. Market information is the backbone of any business. We can find this information by different methods like surveys, marketing intelligence, and other methods. It helps the organization to understand its customers and make a room to provide him more services to sustain them to with the organization. They become the loyal customer if we delighted them by offering quality service. 13
  • 14. COMPANY PROFILE 14
  • 15. BHARTI ENTERPRISE Established in 1985, Bharti Enterprise has been a pioneering force in the telecom sector with many firsts and innovations to its credit, ranging from being the first mobile service in Delhi, first private basic telephone service provider in the country, first Indian company to provide comprehensive telecom services outside India in Seychelles and first private sector service provider to launch National Long Distance Services in India. Bharti Enterprises also manufactures and exports telephone terminals and cordless phones. Apart from being the largest manufacturer of telephone instruments, it is also the first telecom company to export its products to the USA. The group companies under Bharti Enterprise are 1. Bharti Teletech 2. Bharti Tele-Venture 3. Bharti Global, and 4. Bharti Healthcare. Bharti enterprise has successfully focused its strategy on telecom while straddling diverse fields of business. From the creation of ‘Airtel’, one of India’s finest brands, to becoming the largest manufacturer and exporter of world class telecom terminals under its ‘Beetel’ brand, Bharti has created a significant position for itself in the global telecommunications sector. Bharti Tele-Venture is today acknowledged as one of India’s finest companies, and its flagship brand ‘Airtel’, has over 12 million customers across the length and breadth of India. 15
  • 16. BHARTI COMPANIES BHARTI AIRTEL LTD Bharti Airtel Ltd is India’s leading provider of telecommunication services. The company has 4 distinct Business divisions – Mobile & telephone services, broadband services, long distance services and enterprise services. BHARTI TELETECH LTD Bharti Teletech Ltd manufactures and exports world-class telecom equipment under the brand ‘Beetel’. TELECOM SEYCHELLES LTD Telecom Seychelles Ltd provides telecom services in Seychelles, under the brand ‘Airtel’ BHARTI TELESOFT LTD Bharti Telesoft Ltd delivers best-in-class, revenue-critical VAS products and services to telecom carriers. TELETECH SERVICES (INDIA) LTD Teletech Services (India) Ltd is joint venture with Teletech Inc., USA. It offers a range of Customer Management Services. FIELDFRESH FOODS PVT LTD Field Fresh Foods Pvt Ltd is Bharti’s venture with EL Rothschild Group owned ELRO Holdings India Ltd., to export fresh Agro products exclusively to markets in Europe and USA. 16
  • 17. BHARTI TELE-VENTURES Incorporated in 1995 as a public limited company, Bharti Tele-Ventures Ltd is India’s leading private sector provider of telecommunications. The Company is headed by Chairman and Group Managing Director – Sunil Bharti Mittal who is assisted by two joint Managing Directors- Akhil Gupta and Rajan Bharti Mittal. Bharti Tele-Ventures current business includes – mobile services, fixed-line national and international long distance services VSAT, internet services and network solutions. The Bharti group offers cellular services in 16 out of 22 telecom circles, and has more than two million cellular customers across the country. Bharti’s services sector business include mobile operations in Andhra Pradesh, Chennai, Delhi, Gujarat, Haryana, Himachal Pradesh, Karnataka, Kerala, Kolkata, Madhya Pradesh circle, Maharashtra circle, Mumbai, Punjab, Tamil Nadu and Uttar Pradesh (West) circle. In addition, it also runs fixed-line operations in Madhya Pradesh, Chattisgarh, Haryana, Delhi, Karnataka and Tamil Nadu as well as nation wide broadband and long distance networks. Bharti Enterprises also manufactures and exports telephone terminals and cordless phones. Apart from the largest manufacturer of telephone instruments, it is also the first telecom company to export its products to the USA. Airtel from Bharti Tele-Ventures operates services in 15 of the 22 circles in India. Bharti’s mobile footprint covers 93% of all mobile phone users in India cutting across 1.8 million square km in 16 states touching 600 million people. 17
  • 18. BHARTI AIRTEL Bharti TeleVentures were incorporated on July 7; 1996.It provides a range of telecom services, which includes cellular, Basic, Internal and National long distance. Bharti TeleVentures is India’s leading private sector provider of telecommunication services based on strong customer base consisting of approximately 12.26 million total Customers which constitute, approximately 11.39 million mobile and approximately 874000 fixed line customer as of April 30, 2005. Bharti Tele- ventures is one of the India’s leading private sector provider of telecommunication service based on an aggregate of 13,190,787 customers as of June 30, 2005 Bharti TeleVentures Consisting of 12256384 GSM mobile and 934503 broadband and telephone customers. The business at Bharti TeleVentures have been structured in two main strategies business groups the mobility Leaders business groups and the Infotel leader’s business groups. The mobility business groups provide broadband and telephone Services, long distance services and enterprise services. All these service are provided under the Airtel Brand. Bharti Enterprises has successfully focused its strategy on telecom while straddling diverse fields of business. From the creation of ‘AIRTEL’ one of India’s finest brand to becoming the largest manufacture and exporter of world class telecom terminals under its ‘Beetel brand’ Bharti TeleVentures today acknowledge as one of the India’s Finest companies and its ‘Beetel brand’ Bharti TeleVentures today acknowledge as one of the India’s finest companies and its flagship brand ‘Airtel’ have over 12 million customers across the length and breadth in India. 18
  • 19. VISION AND MISSION OF BHARTI AIRTEL VISION “To provide global telecom services and delight and delight customers.” By 2010, Airtel to be the most admired brand in India. • Loved by more customers • Targeted by top talent • Benchmarked by more businesses MISSION Airtel will meet the mobile communication needs of Airtel customers through: • Error free service delivery • Innovative products and services • Cost efficiency • Unified Messaging Solutions 19
  • 20. BHARTI VALUES Innovation: We will generate and implement entrepreneurial and innovative ideas, which will continuously create new growth engines. Customer satisfaction: We are committed to delivering service beyond the expectations of the customer. Our quality of customer responsiveness clearly differentiates us from others. Performance based Culture: We benchmark our processes and performance against world- class standards. We distinguish between performers and non-performers by valuing achievement at the individual as well as the team level. Ours is a culture of inclusively where feedback, learning and ideas are actively encouraged, sought and acted upon. Valuing Partnership: We are committed to building exemplary relationship with our partners, which stand on the principles of mutual trust and mutual growth. Valuing People: We nurture an environment where people are respected and their uniqueness is valued. We believe that people are our key differentiators. Responsible Corporate Citizenship: We are committed to making a positive and proactive contribution to the community. As a responsible corporate citizen we will contribute to and abide by environmental and legal norms. Ethical Practices: We will uphold the highest ethical standards in all internal and external relationship. We will not allow misuse or misrepresentation of any kind. 20
  • 21. OBJECTIVES 21
  • 22. OBJECTIVES OF THE STUDY The study was designed and conducted to accomplish the following objectives. 1) To find out the Market share of Airtel with a limited sample. 2) To find out the reasons for "customer switching" 3) To analyze the market potential of the product. 4) To check the satisfaction level of existing customers. 5) To collect the customers feed back on services being offered by Airtel. 6) To know about customers preference. 7) To find whether the customer is willing to buy same brand in the future. 8) To find the factors which influence the customers in choosing a particular brand? 22
  • 23. RESEARCH METHODOLOGY 23
  • 24. RESEARCH METHODOLOGY Research in common parlance refers to a search for knowledge. One can define research as a scientific and systematic search of pertinent information on a specific topic. In fact, research is an art of scientific investigation. Research is an academic activity and as such the term should be used in a technical sense. According to Clifford woody research comprises defining, redefining and problems, formulating hypothesis or suggested solutions; collecting and organizing and evaluating data; making deductions and reaching conclusions; and at last carefully testing the conclusions to determine whether they fit the formulating hypothesis. In short the search for knowledge the injective and systematic method of finding solution to a problem is research. The systematic approach concerning and the formulation of a theory is also research. As the term ‘research’ refers to the systematic method. MARKETING RESEARCH Marketing is a specialized function of management generally interpreted today as including all those activities concerned with the development production and distribution of products to identifiable markets where they will provide satisfaction to those who buy them. Marketing research is therefore far ranging in its inquiries it covers product development identifying in the market and suitable methods of selling distribution promotion and sales/service facilities. In fact every aspect of business activity from the idea stage to eventual consumer satisfaction. Marketing research should be viewed as a form of applied research that while imposing on its practitioners the rigors and discipline of scientific inquiry has a pragmatic purpose. Without this scientific orientation marketing research would have little validity it would deteriorate into subjective and biased assessment of market behavior. Hence an objective posture and systematic methods of inquiry are vital constituents of marketing research. It has been observed that marketing research is scientific in the sense that science may be at least partly defined in terms of the attitude of disinterest and impersonality one must take towards 24
  • 25. the outcomes of scientific investigation. Science deals with the unembroidered fact rather than with opinion and belief. MARKET SURVEY Market survey is one of the widely used MR techniques. Market survey is at times viewed as synonymous with market research. This is erroneous. It has to be understood clearly that market survey is just one of the techniques of market research and is not synonymous with market survey. It is just one method of collecting the marketing information required for carrying out a given marketing research task. It is used if the required data is not available from the company s internal records and from external published sources. It amounts to original research work/field research work for the purpose of collecting raw data. There are two types of market survey: 1) Census survey 2) Sample survey RESEARCH TOOL –QUESTIONNAIRE Questionnaire development is an important part of the market survey job. It is an art that calls for a lot of expertise and resourcefulness on the part of the researcher. The questionnaire should be structured so as to collect all relevant information. It often sets the framework as well as the tone of the survey. The research data is build up on the framework of the questionnaire. If the questionnaire is faulty, it will generate incorrect information and no amount of analysis and interpretation can set it right. The choice of words in the questionnaire should also be appropriate and should be easily understood by all respondents 25
  • 26. Nuances of questionnaire development As a general principle, the questionnaire should be as simple as the subject of the survey permits. It should be brief and to the point, forming a logical sequence. Questions should be broken into component parts so as to cover a single idea. Leading and misleading questions should be avoided. Questions, which respondents cannot answer properly, should be avoided. The questions in a survey questionnaire usually belong to one or the other of the following types. A) Open ended questions. B) Close ended questions. METHODOLOGY Measurability of the data gathered from the respondents is one of the important requirements in any research study. Measurement may be easy, if the answers are totally based on qualitative data. But in any marketing situation, responses sought from the respondents are qualitative in nature, relating to perception, feelings, likes and dislikes, inclinations and preferences. To carry out this research study, data collection (primary data) has been collected from 200 customers in Bharti Vidyapeeth area of Pune city, to know the actual facts and the market position of the company. Out of 200 customers whom I surveyed, I made four groups one for Boys students, one for girls’ students, one for Professionals and one for Housewives. Each group of 50 customers. To experience the primary data, sampling procedure is implemented in research study. Sampling is the function of an expert should possess adequate knowledge of the statistical theory of probability and also have considerable experience in survey work relating to marketing problems. The quality of statistical sample is not a matter of luck. It is the result of the scientific application of the right research approach. To get the complete data, non-probability sampling has been undertaken. 26
  • 27. Scope and importance; Marketing starts with market research and ends with market research. To start any new business, first we should check if there is demand of the product, we are offering. Who are our competitors? What is the position of the competitors? What is the financial position? What are the strategies of the competitors and what are our strategies? For all these answers and many more, market research is very important. Before investing any amount of money in the market, market research is a must. With every increase in the complexities, marketing in business activity carrying out research relating to customers, products and market also becomes equally complex, necessitating specialized skill and sophisticated techniques. This resulted in emergence of market research as a specialized subject of marketing management. Market research plays a key role in the entire marketing process. It helps the firm in marketing measurement, assessment of market potential and development of sales and forecast. It also helps the firm acquire a better understanding of the customer and the marketing environment. It aids the formulation of marketing mix. As a matter of fact, decision making of each element of marketing mix, like products and services mix, distribution mix, promotion mix and pricing policy relies heavily on market research findings. 27
  • 28. 3.4 RESEARCH METHODOLOGY A. Research Design Research type: descriptive research Type of data used: primary and secondary data Method of data collection: survey Research instrument: structured schedule with open ended and Close ended questions. Contact method: personal interview B. Sample Design Sampling technique: Simple Random Sampling Without Replacement (SRSWOR). Sampling unit Mobile user in Bharti Vidyapeeth Area Sample size: 200. Sample area: Bharti Vidyapeeth area of Pune city. 28
  • 29. DATA ANALYSIS AND FINDINGS 29
  • 30. 1. Which telecom service you are presently using? Telecom service No. of customers % No. of customers Airtel 76 38 BSNL 20 10 Idea 46 23 Reliance 12 6 Tata Indicom 12 6 Hutch 34 17 Total 200 100 Interpretation: Most of customers I surveyed were using Airtel, about 38% of customers were using service of Airtel, 23% of customers were using Service of Idea, 17% were using Hutch, 10% were using BSNL and 6% of customers were using Reliance and Tata Indicom each. From above analysis we can say that Airtel is most preferable brand of the customers in the market of Bharti Vidyapeeh area. 30 PERCENTAGE OF TELECOM SERVICE USERS 38% 10%23% 6% 6% 17% Airtel BSNL Idea Reliance Tata Indicom Hutch
  • 31. A) Boys’ students. . Telecom service No. of customers % No. of customers Airtel 26 52 BSNL 04 8 Idea 12 24 Hutch 08 16 Total 50 100 31 PERCENTAGE OF TELECOM SERVICE USERS (BOYS STUDENTS) 52% 8%24% 16% Airtel BSNL Idea Hutch
  • 32. Interpretation: Out of 50 Boy students 52% student were using Airtel comparatively higher percentage than other telecom service provider. Whereas 8%, 24%, 16% college students were using BSNL, Idea and Hutch respectively. No college student was using Reliance and Tata Indicom at all. B) Girls students. . Telecom service No. of customers % No. of customers Airtel 20 40 BSNL 02 04 Idea 06 12 Reliance 06 12 Hutch 16 32 Total 50 100 32
  • 33. PERCENTAGE USERS OF TELECOM SERVICE (GIRLS STUDENTS) 40% 4%12% 12% 32% Airtel BSNL Idea Reliance Hutch Interpretation: In Girls student category 40% customers were using Airtel, 4% were using BSNL and 12% customers were using Idea and Reliance respectively. Whereas the percentage of Hutch users were 32%. C) Professionals. 33
  • 34. PERCENTAG USERS OF TELEC0M SERVICES (PROFESSIONLS) 48% 24% 4% 16% 8% Airtel Idea Reliance Tata Indicom Hutch Interpretation: In professional group 48% customers were having preference to Airtel, whereas 24% 0f professionals were using Idea, 4%,16% and 8% were having preference to Reliance Tata Indicom and Hutch respectively. Telecom service No. of customers % No. of customers Airtel 24 48 Idea 12 24 Reliance 02 04 Tata Indicom 08 16 Hutch 04 08 Total 50 100 34
  • 35. D) Housewives. PERCENTAGE USERS OF TELECOM SERVICE (HOUSEWIVES) 12% 28% 32% 8% 8% 12% Airtel BSNL Idea Reliance Tata Indicom Hutch Telecom service No. of customers % No. of customers Airtel 06 12 BSNL 14 28 Idea 16 32 Reliance 04 08 Tata Indicom 04 08 Hutch 06 12 Total 50 100 35
  • 36. Interpretation: Among the housewives,12% were using Airtel, 28% were using BSNL, Whereas 32% customers were having priority to Idea which is comparatively more than others. 12% housewives were using Hutch and 8% customers were using Reliance and Tata Indicom respectively. 2) Reason for choosing Airtel. Reason No of customers % No. of customers Better service 14 15.9 Goodwill of the company 08 09 Good schemes 44 50 Just needed 16 18.2 Goodwill of the comp & Better service 6 6.81 TOTAL 88 100 REASON FOR CHOOSING AIRTEL 15.9 9 50 18.2 6.81 0 10 20 30 40 50 60 Better service Goodwill of the company Good schemes Just needed Goodwill of the comp & Better service REASON %NO.OFCUSTOMERS Interpretation: 36
  • 37. It is clear from data collected and results found that most of respondents (50%) were having opinion that good schemes is the reason for choosing service of Airtel, Whereas 18.2% of respondents opine that they were just in need, that’s why they opted Airtel, 15.9% customers told that better service was the reason for choosing Airtel, Whereas 9% and 6.81% of respondents had the reasons goodwill of the company and ‘goodwill of the company and better schemes’ respectively. 3) Before Airtel were you using other service? Yes/No Response No. of Customers % No. of customers Yes 36 47.36 No 40 52.63 Total 76 100 TELECOM SERVICEUSERS BEFOREAIRTEL 47% 53% YES NO Interpretation: Out of 76 Airtel users 36 customers were using other telecom service whereas 40 37
  • 38. Customers had chosen Airtel when they started using mobiles. 4) Given below are the schemes of Airtel, Which do you prefer most Schemes No of customers % No. of customers Friends 46 60.5 Airtelone 10 13.2 Lifetime incoming free 16 21 Other recharge schemes 04 5.3 Total 76 100 PREFERENCE FOR COMPANY'S SCHEMES 60.5 13.2 21 5.3 0 10 20 30 40 50 60 70 Friends Airtelone Lifetime incoming free Other recharge schemes SCHEMES %NO.OFCUSTOMERS 38
  • 39. Interpretation: It is clear from data collected and results found that most of respondents (60.5%) were having opinion that they prefer most to Friends scheme, Whereas 13.2% respondents opine that Airtelone scheme was most suitable for them, also 21% and 5.3% respondents told that Lifetime incoming free and Other recharge schemes are most preferable to them. A) For Boys students Schemes No of customers % No. of customers Friends 16 61.5 Airtelone 04 15.4 Lifetime incoming free 02 7.8 Other recharge schemes 04 15.4 Total 26 100 39
  • 40. 61.5 15.4 7.8 15.4 0 10 20 30 40 50 60 70 % NO. OF CUST. Friends Airtelone Lifetime incoming free Other recharge schemes SCHEMES PREFERENCE FOR COMPANY'S SCHEMES Interpretation: Study found that out of 50 boys students surveyed most of respondents Preferred Friends scheme (61.5%), whereas 7.8% respondents were having preference to Lifetime incoming free schemes and 15.4% respondents had preference to Airtelone and Other recharge schemes respectively. B) For Girls students Schemes No of customers % No. of customers Friends 14 70 Lifetime incoming free 06 30 Total 20 100 40
  • 41. PREFERENCE OF COMPANY'S SCHEMES (GIRLS STUDENTS) 70% 30% Friends Lifetime incoming free Interpretation: It is clear from data collected and results found that most of respondents(70%) were having opinion that they prefer most to Friends scheme and 30% Respondents preferred Lifetime incoming scheme, Whereas no respondent had preference to Airtelone and Other recharge schemes. C) For Professionals. Schemes No of customers % No. 0f customers Friends 12 50 Airtelone 04 16.67 Lifetime incoming free 06 25 41
  • 42. Other recharge schemes 02 8.33 Total 20 100 Interpretation: It is clear from data collected and results found that most of respondents (50%) were having opinion that they prefer most to Friends scheme, whereas 16.67% respondents opine that Airtelone scheme was most suitable for them, also 25% and 8.33% respondents told that Lifetime incoming free and other recharge schemes are most preferable to them. D) For Housewives. 42 PREFERENCE FOR COMPANY'S SCHEMES 50 16.67 25 8.33 0 10 20 30 40 50 60 Friends Airtelone Lifetime incoming free Other recharge schemes SCHEMES %NOOFCUSTOMERS
  • 43. PREFERENCE FOR COMPANY'S SCHEMES (HOUSEWIVES) 67% 33% Friends Lifetime incoming free Interpretation: It is clear from data collected Out of 50 Housewives, results found that most of respondents (67%) were having opinion that they prefer most to Friends scheme and 33% respondents preferred Lifetime incoming scheme, Whereas no respondent had preference to Airtelone and Other recharge schemes. Schemes No of customers % No. 0f customers Friends 04 67 Lifetime incoming free 02 33 Total 06 100 43
  • 44. 6) How would you rank the customer service of Airtel? 0 5 10 15 20 25 30 35 40 45 % RESPONDENTS Excellent Very good Good Average Poor RESPONSE RANKING OF CUSTOMER SERVICE Excellent Very good Good Average Poor Interpretation: Total numbers of customers interviewed were ,76 as one can see 44.7% of respondents had a good opinion about the customer service, whereas 21% of respondents had very good opinion , 23.7% had average opinion about the customer service. Only 2.6% had excellent opinion Response No of respondents % No of respondents Excellent 02 2.6 Very good 16 21 Good 34 44.7 Average 18 23.7 Poor 06 7.9 Total 76 100 44
  • 45. One more thing to note is complete absence of any negative opinion about the customer service. 7) Are you satisfied with the service of Airtel? Interpretation: Overall analysis of customer’s satisfaction towards service of Airtel in Bharti Vidyapeeth area, Pune is 63.16% and rest 36.84% of total customers are of opinion that they were not satisfied Response No. of Customers % No. of customers Yes 48 63.16 No 28 36.84 Total 76 100 45 PERCENTAGE SATISFACTION LEVEL 63% 37% YES NO
  • 46. B) 2) Before using Idea were you using other service or not? IDEA USERS Response No. of Customers % No. of customers Yes 18 39.14 No 28 60.86 Total 46 100 OTHER SERVICE USERS BEFORE IDEA 39% 61% YES NO Interpretation: 46
  • 47. When asked before using Idea whether they using other tele. Service out of total 46 Idea users 18 customers were using other, whereas 28 customers had chosen Idea first time. TELECOM SERVICE 78% 22% AIRTEL HUTCH Interpretation: When asked Out of 18 customers, 14(77.78%) customers were using Airtel while only 4 (22.22%) customers were using Hutch. Telecom Service No of customers % No. 0f customers Airtel 14 77.77 Hutch 04 22.22 Total 18 100 47
  • 48. REASONS FOR CHOOSINGIDEA 24% 37% 13% 13% 13% Netw ork problem Connectivity problem Not better schemes than Idea High STD calling rate Personal reasons Reasons No. of customers % No. 0f customers Network problem 04 25 Connectivity problem 06 37.5 Not better schemes than Idea 02 12.5 High STD calling rate 02 12.5 Personal reasons 02 12.5 Total 16 100 48
  • 49. Interpretation: When asked the reason for switching on Idea most of the customers i.e. 37.5% told that they faced lot of connectivity problem when they were using Airtel , Whereas 12.5% opined that they had problems of network, sound clarity, no better schemes, High STD rates and some personal reason each. Response No. of Customers % No. of customers Satisfied 42 91.3 Not satisfied 04 08.7 Total 46 100 CUSTOMER SATISFACTION (IDEA) 91% 9% SATISFIED NOT SATISFIED 49
  • 50. Interpretation: Overall analysis of customer’s satisfaction towards service of Idea in Bharti Vidyapeeth area, Pune is 91.3%, and rest 8.7% of total customers are of opinion that they were not satisfied because of comparatively high rate of outgoing calls to other than Idea. HUTCH USERS Response No. of Customers % No. of customers Yes 38 64.7 No 12 35.3 Total 50 100 OTHER SERVICE USERS BEFORE HUTCH 65% 35% YES NO 50
  • 51. Interpretation: As per the graph shown above out of total 34 customers, most of the respondents were using other telecom service before using Hutch i.e. 64.7% .and rest 35.3% Customers had chosen Hutch for the first time. Telecom Service No of customers % No. 0f customers Airtel 10 45.5 BSNL 06 27.3 Reliance 02 09 Tata Indicom 04 18.2 Total 22 100 51
  • 52. 0 5 10 15 20 25 30 35 40 45 50 % NO. OF USERS Airtel BSNL Reliance Tata Indicom TELECOM SERVICE TELECOM SERVICE Interpretation: Total numbers of customers interviewed were 34, Out of which 22 customers before Hutch had been using service of different providers, Most of them i.e. 45.5% customers were using Airtel, 27% were using BSNL, whereas 18.2% and 9% respondents were using Tata Indicom and Reliance respectively. Reasons No. of customers % No. 0f customers Network problem 02 16.67 Connectivity problem 04 33.33 High STD calling rate 02 33.33 Not better schemes than Hutch 02 16.67 Total 10 100 52
  • 53. REASON FOR SWITCHING ON HUTCH 17% 33%33% 17% Network problem Connectivity problem High STD calling rate Not better schemes than Hutch Interpretation: When asked the reason for switching on Hutch 33.33% customers had connectivity and High STD rate problems respectively, Whereas 16.67 respondents had network problem and opinion of not better schemes than Hutch respectively. Overall analysis of customer’s satisfaction towards service of Hutch in Bharti Vidyapeeth area, Pune is 100%, out of 34 customers interviewed all were satisfied with present service. BSNL USERS 53
  • 54. OTHER SERVICE USERS BEFORE BSNL 60% 40% YES NO Interpretation: When asked before using BSNL whether they using other tele. Service Out of total 20 BSNL users 12 customers were using other, Whereas 8 customers had chosen BSNL first time. Response No. of Customers % No. of customers Yes 12 60 No 08 40 Total 20 100 54
  • 55. TELECOM SERVICE USERS 37.5 25 12.5 12.5 12.5 0 5 10 15 20 25 30 35 40 Airtel Idea Reliance Tata Indicom Reliance and Idea TELECOM SERVICE %USERS Interpretation: Total numbers of customers interviewed were 20, Out of that 12 customers before Hutch had been using service of different providers, Most of them i.e. 37.5% customers were using Airtel, 25% were using Idea, whereas 12.5% respondents were using Tata Indicom, Reliance and , Reliance and Idea respectively. Service No. of customers % No. 0f customers Airtel 06 37.5 Idea 04 25 Reliance 02 12.5 Tata Indicom 02 12.5 Reliance and Idea 02 12.5 Total 16 100 55
  • 56. REASONS FOR SWITCHING ON BSNL 67% 33% Connectivity problem Not free calling from Airtel to Airtel Interpretation: Reasons No. of customers % No. 0f customers Connectivity problem 04 66.7 Not free calling from Airtel to Airtel 02 33.3 Total 06 100 56
  • 57. When asked the reason for switching on BSNL, 66.7% customers said that Airtel had connectivity problem and 33.3% customers said that unlike BSNL, Airtel didn’t had free calling from Airtel to Airtel. Overall analysis of customer’s satisfaction towards service of BSNL in Bharti Vidyapeeth area, Pune is 100%, out of 20 customers interviewed all were satisfied with present service. RELIANCE USERS OTHER SERVICE USERS BEFORE RELIANCE 33% 67% YES NO Response No. of Customers % No. of customers Yes 04 33.3 No 08 66.7 Total 12 100 57
  • 58. Interpretation: Among all telecom service providers 33.3% customers were using other service before switching on reliance, whereas 66.7% customers opted Reliance first time. All 33.3% customers were using Hutch before switching on present service. Overall analysis of customer’s satisfaction towards service of Reliance in Bharti Vidyapeeth area, Pune is 100%, out of 12 customers interviewed all were satisfied with present service of Reliance. TATA INDICOM USERS Response No. of Customers % No. of customers Yes 04 33.3 No 08 66.7 Total 12 100 58
  • 59. OTHER TELECOM SERVICE USERS BEFORE AIRTEL 33% 67% YES NO Interpretation: Among all telecom service providers 33.3% customers were using other service before Switching on Tata Indicom, whereas 66.7% customers opted Tata Indicom first time. all 33.3% customers were using Airtel before switching on present service. Reasons No. of customers %No. of customers Network problem 02 50 Not unlimited talk time from Airtel to Airtel 02 50 Total 04 100 59
  • 60. REASON FOR SWITCHING ON TATA INDICOM 50%50% Netw ork problem Not unlimited talk time from Airtel to Airtel Interpretation: When asked the reason for switching on Tata Indicom, 50% customers said that it had Network problem, whereas 50% customers said that unlike Tata Indicom, Airtel didn’t had unlimited talk time from Airtel to Airtel. Response No. of Customers % No. of customers Satisfied 10 83.3 Not satisfied 02 16.7 Total 12 100 60
  • 61. CUSTOMER SATISFACTION (TATA INDICOM) 83% 17% SATISFIED NOT SATISFIED Interpretation: Overall analysis of customer’s satisfaction towards service of Tata Indicom in Bharti Vidyapeeth area, Pune is 83.3%, and rest 16.7% of total customers are of opinion that they were not satisfied because of comparatively high rate of outgoing calls to other than Tata Indicom. CUSTOMERS SWITCHED FROM AIRTEL TO OTHER SERVICES. CUCCCCCCCCCCCCCCCCCCCCCCC 61
  • 62. Interpretation: Total numbers of customers interviewed were 34, as one can see 41% of respondents are switched on Idea which is highest among all, secondly 29.41% of customers are switched on Hutch, 17.64% were on BSNL and 11.76% of customers were switched on Tata Indicom. One more thing to note is complete absence of customers switching on Reliance from Airtel. REASONS FOR SWITCHING FROM AIRTEL TO OTHER SERVICES AIRTEL IDEA (41%) HUTCH (29.41%) BSNL (17.64%) TATA INDICOM (11.76%) 62
  • 63. Interpretation: Total numbers of customers interviewed were 36, as one can see 33% of respondents told that the reason of switching on services from Airtel are network problem and connectivity problem respectively.16.5% customers responded that Airtel don’t have better schemes than the telecom service they were using had, 11.11% customers told the reason for switching on other service from Airtel was high calling rate of STD calls from Airtel and 5.55% customers switched due to personal reasons. AIRTEL NETWORK PROBLEM (33%) I(4)+H(2)+B(4)+T.I(2) CONNECTIVITY PROBLEM (33%) I(6)+H(4)+B(0)+T.I(2) NOT BETTER SCHEMES (16.5%) I(2)+H(2)+B(2)+T.I(0) HIGH STD CALL RATE (11.11%) I(2)+H(2)+B(0)+T.I(0) PERSONAL REASONS (5.55%) I(2)+H(0)+B(0)+T.I(0) 63
  • 64. CONCLUSION On completing the project following are some of my conclusions: 64
  • 65.  In Bharti Vidyapeeth area Airtel has highest market share but Idea and Hutch can be potential threats  In Bharti Vidyapeeth area Students and Professionals have priority to Airtel, whereas for housewives Idea is most preferred brand.  Good schemes are the major reason for most of the customers for choosing service of Airtel.  Most of the customers are having preference to the Friends scheme of the Airtel  Majority of the customers are satisfied with the customer service of the Airtel and having good opinion.  Majority of the unsatisfied customers of Airtel are switched on the service of Idea this is mainly due to ……….  For the customers the Major reasons for switching on other services are Network problems and connectivity problems. In network problems busy network is the major whereas call gets disconnected in-between, not good celerity of voice etc are other problems. In rural areas the range is not proper in closed room or in basement of a building. 65
  • 66. SUGGESTIONS 66
  • 67. All though I had a small stint at Airtel, due to interaction with Customers, Airtel staff and other interaction outside purview of this project, I have following suggestions for the Company: A. Idea is potential competitor for Airtel as majority of the customers are using service of Idea are satisfied with the service. With reference to Pune, I feel that Idea is going aggressive here as they think that there a good potential. That’s why they have come out with advertisement with local language and flavour. Although Airtel is doing good publicity however it should try to be city specific. B. One of the reason for customer satisfaction of Idea may be the company has strong Retailer base and has good coverage, according to most of the customers the network of Idea is just non comparable. C. Company should concentrate on new Subscribers as very few customers are "Switching" to Airtel. In such case Company should think of coming out with scheme for lower economic class as this is an untapped segment. D. Company should correct technical problems in Network as the percentage of customers switching on other services is major due to these reasons, Network problems may be due to the company has high customer base in particular area and one tower can not suffice this much group of customers. E. Company should launch new schemes for housewives category, as there is good scope for enrolling new subscribers. For this a new scheme may be introduced where there will be a comman billing for husband and Wife. We can come up with a scheme where the balance in husband’s mobile may be shared with wife's mobile. 67
  • 68. F. For college students company should come up with Night calling at a very cheap rate as this is the time when they wish to chat with their friends. As network is not so busy during night time, this will lead to optimum utilization of existing Network. G. To avoid Network Problems Company may go in for Tower sharing Agreement or it can install towers in the mountains, hills outside the city as the network will accommodate the rural population also. H. Though customers of Airtel are switching over other services, many customers still prefer Airtel. as in the area where I did survey is a college campus and many students have came from rural areas (specially north India) and according to them Airtel has strong connectivity in north and having opinion that Airtel is most popular and respected brand in India. 68
  • 69. LIMITATIONS 69
  • 70. LIMITATIONS The limitations of the given projects are as follows: 1. Respondent bias might have influenced. 2. Some customer s refuse to co-operate and do not disclose their guanine opinion. 3. The respondent could not give precise answers to some of the questions. 4. Customer s response are deemed and believed to be true to their knowledge. 5. The opinion is based on the particular area of Pune city only. 6. Sample size is very low. 7. Making appointments to the management personnel is a tough job, because they have very less time. 8. The weather in these months was very bad. 9. Average response by the respondents. 10. The results of the analysis based in the survey may not reveal the complete. Indian and global scenario because the survey is restricted to only a few market segments. 70
  • 71. BIBLIOGRAPHY 71
  • 72. INTERNET www.airtel.com www.eweek.com/article2/0,1895,1862926,00.asp www.google.com www.mobilepundit.com www.airtel.in www.bharti.com AIRTEL BROCHURES MARKETING BOOKS Principle of marketing – Philip Kotler Research Methodology Methods and Techniques – C R Kothari 72
  • 73. ANNEXTURE 73
  • 74. QUESTIONNAIRE GENERAL QUESTIONS a) Name …………………………………………… b) Adress ………………………………………….. c) Age ………. d) Occupation …………………………………….. e) Contact no ……………………………………… QUESTIONS FOR DATA COLLECTIONS 1) Which telecom service you are presently using? a) Airtel b) BSNL c) Idea d) Reliance e) Tata Indicom f) Hutch A) If the answer of the question is Airtel then 74
  • 75. 1) For how many years you are using Airtel service? a) One b) Two c) Three d) More than three 2) Reason for choosing Airtel a) Better service b) Goodwill of the company c) Good schemes d) Just needed 3) Before that were you using other service? Yes/No if yes then specify the name ………………….. 4) Do you think that schemes of Airtel are better than schemes of other service providers? Yes/No 5) How would you rank the customer service of Airtel? a) Excellent b) Very good c) good d) Average e) Poor 6) Are you satisfied with the service of Airtel? Yes/No if not then specify the reasons ……………………….. ………………………………………………………. 75
  • 76. B) If the answer of the question is other than Airtel 1) For how many years you are using this service? a) One b) Two c) Three d) More than three 2) Before using this were you using other service or not? Yes/No if answer is yes then specify the name……………….. 3) If the name is Airtel then the reason for switching on present Service ……………………………………………………….. ……………………………………………………………….. 4) Are you satisfied with the present service? Yes/No If no then specify the reason …………………………………… …………………………….. 76

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