1. 1
A summer project
ON
Under the guidance
Of
Professor Sunil Kumar
Prepared by
Sandeep Satija
PGDM (MARKETING & FINANCE)
BALAJI INSTITUTE OF MANAGEMENT AND HUMAN RESOURCE
DEVELOPMENT
PUNE (MAHARASHTRA)

2. 2
STUDENT’S DECLARATION
 I hereby declare that the project report titled “To assess customer
expectationonbrand and service experience” is the produceof my sincere
efforts. This Summer project is being submitted by me alone at Balaji
Institute of Human Resource Development, Pune, for the partial fulfilment
of the coursePGDM, and the report is not submitted to any other
educational institutions or for any other purposewhatsoever.
Sandeep Satija
HRD1411347
Specialization: PGDM (MARKETING & FINANCE)

3. 3
ACKNOWLEDGEMENTS
I extend my special gratitude to our beloved director Shri G Gopalakrishnan, Our
Dean Prof Col A Balasubramanian for inspiring me to take up this project.
I wish to acknowledge my sincere gratitude and indebtedness to my project guide
Prof. of Balaji institute of management and human resource development,
Bangalore for his valuable guidance and constructive suggestions in the
preparation of project report.
I extend my gratitude to IMRB International and the TSM, and all my colleagues,
friends for their encouragement, support, guidance and assistance for undergoing
industrial training and for preparing the project report.
Sandeep Satija

4. 4
INDEX
SR. NO. CONTENTS PAGE NO.
1 EXECUTIVE SUMMARY
2 COMPANY PROFILE
3 SERVICES OFFERED BY THE
COMPANY
3 CLIENT PROFILE
4 PRODUCT PROFILE
5 RESEARCH METHEDOLOGY
6 DATA ANALYSIS AND
INTERPRETATION
7 CONCLUSION
8 FINDINGS
9 RECOMMENDATIONS
10 LIMITATIONS
11 BIBLIOGRAPHY

5. 5
EXECUTIVE SUMMARY

6. 6
COMPANY PROFILE
INTRODUCTION
IMRB International is one of the premier sources for market research and
consultancy services throughout South Asia, the Middle East and North Africa.
With close to 40 years’ experience, IMRB International operates through its own
offices, joint ventures and associates in over 32 cities across 14 countries. IMRB
International has eight specialist units – qualitative research, social and rural
research, media, continuous tracking through household panels, customer and
stakeholder relationships, business-to-business, software development and data
processing.
IMRB is the vision of Mr. Subhas Ghoshal, the legendary head of HTA (now
JWT). We are born out of conviction that good advertising can only be built on
sound consumer insight. We are the University of the Indian market research. We
are one of the top 20 Market Research companies in the world. IMRB was set up in
1970, a full 37 years after BMRB was set up in UK by JWT.
METHODS AND PHILOSOPHY
Our perspective is unique. Our approach is refreshing. And our solutions provide a
comprehensive response to our client’s needs, not packaged data but custom
solutions for clients. We offer services with the integration of qualitative and
quantitative tools.
We are designed in India for India, our measures and scales are created to
maximize sensitivity. We work together with TGI, Web-I, IMRB Retail, Market
Pulse, ITOPS and ICUBE. Our passion is to drive your business growth by
combining consumer understanding and brand knowledge with intuition and
innovation.

7. 7
ACHEIVEMENTS AND GOALS
IMRB has demonstrated its vision and leadership in the Indian market by
establishing several industry wide measurements and rating systems. Notable
amongst these is our pioneering role in establishing India’s first TV rating system
(TAM) and the creation of social economic classification (SEC) system in India.
We have won several prestigious awards. Amongst them the most noteworthy
being the MR Agency of the year from 2005-2009. We have presented cutting
edge research for several years at international forums including ESOMAR and
won awards for our efforts. We have also been awarded the WPP’s Atticus award
jointly with JWT.
LINEAGE
IMRB International is a division of Hindustan Thompson Associates (HTA) in
India. IMRB is a member of the Kantar Group, one of the world largest research,
information, insight and consultancy network and part of the WPP Group.
CLIENTS
 Bharti Group
 Cadbury
 Indian Airlines
 ITC

8. 8
 Pepsi Group
 TVS Motors
 UNILEVER GROUP

9. 9
services offered by the company
 Advertising and Promotion research
 Corporateand Employee research
 Productand Packaging research
 B2B and Industrial research
 Customer satisfaction research
 Strategic Market research
 Brand research
 Mystery Shopper Insights
 Channel and Retail research
 Pricing research

10. 10
Client’s profile
TATA GROUP IN COMMUNICATION
Communications is among the Tata Group's larger investments, with over $7.5
billion already committed. The Group's objective is to provide end-to-end
telecommunications solutions for business and residential customers across the
nation and internationally. The Group's communications activities are currently
spread primarily over four companies-Tata Teleservices Limited, its associate Tata
Teleservices (Maharashtra) Limited, Tata Communications (erstwhile VSNL) and
Tata Sky. Together, these companies cover the full range of communications
services, including:
 Telephony Services: Fixed and Mobile
 Media & Entertainment Services: Satellite TV
 Data Services: Leased Lines, Managed Data Networks, IP/MPLS VPN,
Dial-up Internet, Wi-Fi and Broadband
 Value-added Services: Mobile and Broadband Content/Applications, Calling
Cards, Net Telephony and Managed Services
 Infrastructure Services: Submarine Cable Bandwidth, Terrestrial Fiber
Network and Satellite Earth Stations and VSAT Connectivity

11. 11
About tata teleservices ltd.
Tata Teleservices Limited spearheads the Tata Group's presence in the telecom
sector. The Tata Group includes over 90 companies, over 395,000 employees
worldwide and more than 3.5 million shareholders.
Incorporated in 1996, Tata Teleservices is the pioneer of the CDMA 1x technology
platform in India. It has embarked on a growth path since the acquisition of
Hughes Tele.com (India) Ltd [renamed Tata Teleservices (Maharashtra) Limited]
by the Tata Group in 2002. It launched mobile operations in January 2005 under
the brand name Tata Indicom and today enjoys a pan-India presence through
existing operations in all of India's 22 telecom Circles. The company is also the
market leader in the fixed wireless telephony market. The company's network has
been rated as the 'Least Congested' in India for six consecutive quarters by the
Telecom Regulatory Authority of India through independent surveys.
Tata Teleservices Limited has also become the first Indian private telecom operator
to launch 3G services in India under the brand name Tata DOCOMO, with its
recent launch in all the nine telecom Circles where it bagged the 3G license. In
association with its partner NTT DOCOMO, the Company finds itself favorably
positioned to leverage this first-mover advantage. With 3G, Tata DOCOMO stands
to redefine the very face of telecoms in India. Tokyo-based NTT DOCOMO is one
of the world's leading mobile operators-in Japan, the company is the clear market
leader, used by nearly 55 per cent of the country's mobile phone users.

12. 12
Tata Teleservices Limited also has a significant presence in the GSM space,
through its joint venture with NTT DOCOMO of Japan, and offers differentiated
products and services under the Tata DOCOMO brand name. Tata DOCOMO
arises out of the Tata Group's strategic alliance with Japanese telecom major NTT
DOCOMO in November 2008. Tata DOCOMO has received a pan-India license to
operate GSM telecom services-and has also been allotted spectrum in 18 telecom
Circles. The company has rolled out GSM services in all of these 18 telecom
Circles in the quick span of just over a year.

13. 13
Products
 ILL: Internet Leased Line:
o Internet Leased Line offers a high performance, carrier grade,
dedicated connection, which gives you an individual, permanently
assigned, uncontested connection or ‘port’ on Tata Tele Service’s
Internet backbone network. It’s an ideal solution for businesses that
are outgrowing their dial-up and need a dedicated connection for 24-
hours-a-day access. Our state-of–the-art solutions deliver reliable and
cost-effective communications that are fully supported and secure.
 BB: Broad Band:
o Broadband service enables you to combine a variety of
telecommunication applications including high-speed data and video
transmission.
 PRI:
o Primary Rate Interface (PRI) is a service that enables connection of 30
voice channels to an enterprise EPABX on a single line. Each channel
can be configured for incoming, outgoing or both functionalities.
 PHOTON (Data card):
o These products appear similar to USB pen-drives that can be plugged
to the PC/laptop for instant internet connectivity

14. 14
o The main advantage of such products are:-
 Ease of Portability
 Internet on the move
 High speed data access
 No wires involved therefore hassle-free
 Wireline : These are the retail customers who have a wire line connection
i.e. telephone (Landline) from Tata DOCOMO
 GSM & CDMA

15. 15
RERSEARCH METHODOLOGY
 RESEARCH OBJECTIVE:
1. To assess customer expectation on brand and service
experience
2. Understand the loyalty levels and its drivers
3. Understand performance across the various process areas
 RESEARCH TOOL:
1. Structured non-disguised questionnaire
 Sample size:
150
Sampling :
Quota sampling

16. 16
Analysis and Interpretation

17. 17
Q1. Which telecom service provider does your
establishment use?
 INFERENCE : I contacted 150 respondents from the database given to
me by the company and all of the respondents are still using Tata Docomo
tata docomo
100%
Total

18. 18
Q2. Were you involved in the decision making
process for all telecom and It related decisions in
your establishment?
 INFERENCE: The target respondents which were to be interviewed has to
be from the IT department of the company or the establishments, so 150
respondents who were interviewed, all of them were involved in decision
making when it comes to telecom decisions.
yes, 150

19. 19
Q3. Can you please let me know the product that
you use from Tata Docomo?
 INFERENCE:
o 40%(60) respondents use Internet Leased Line
o 25.33%(38) respondents use data card
o 14.67%(22) respondents use PRI
broadband data card ILL PRI wireline
Total 15 38 60 22 15
0
10
20
30
40
50
60
70
No.ofrespondents
Products

20. 20
o 10%(15) respondents use wireline
o 10%(15) respondents use broadband
Q4. How satisfiedare you with the overallquality of
serviceprovidedby Tata Docomo? (Rateit on the
scaleof 1 to 5 where 1 is extremely dissatisfiedand 5 is
extremely satisfied)
INFERENCE:
 20%(30) of the respondents are either dissatisfied or very dissatisfied with
the service
Total
1 8
2 22
3 30
4 37
5 53
0
10
20
30
40
50
60
No.OfRespondents
Satisfaction Level

21. 21
 60%(90) of the respondents are either satisfied or very satisfied with the
service
 20%(30) of the respondents are neither satisfied nor dissatisfied with the
service
 Q5. How likely are you to continue using
services of Tata Docomo?
`
 INFERENCE
o 26.67%(40) of the respondents are not likely to continue with the Tata
Docomo
o 60%( 90) of the respondents are likely to continue with Tata Docomo
o 13.33%(20) respondents are neutral to continue with Tata Docomo
0
10
20
30
40
50
60
70
Not at all
likely
Not very
likely
Neutral Somewha
t likely
Very
likely
Series1 10 30 20 65 25
No.ofrespondents
Continue using Service

22. 22
Q6. How likely are you to recommend Tata
Docomo to your friends/colleagues?
o INFERNCE:
o 33.33%(50) of the respondents are not likely to recommend Tata
Docomo
o 40%(60) of the respondents are likely to recommend Tata Docomo
0
5
10
15
20
25
30
35
40
45
50
Not at all
likely
Not very
likely
Neutral Somewhat
likely
Very likely
Series1 15 35 50 20 40
No.OfRespondents
Recommendationof Brand

23. 23
Q8. Have you ever contacted the service provider
for any enquiry?
o INFERNCE:
o 83 respondents had contacted the service provider for enquiry
55%
45%
Enquiry
Yes
No

24. 24
Q9 (a) Rate your experience on some specific
parameters related to enquiry process?
Total
very bad 0
bad 15
neither good nor bad 25
good 40
verygood 30
0
5
10
15
20
25
30
35
40
45
No.OfRespondents
Ease Of getting in touch

25. 25
Q9 (B) Rate your experience on some specific
parameters related to enquiry process?
Total
2 25
3 30
4 35
5 20
0
5
10
15
20
25
30
35
40
AxisTitle
CorrectnessOf Information

26. 26
Q9 (C) Rate your experience on some specific
parameters related to enquiry process?
Total
2 25
3 50
4 35
(blank)
0
10
20
30
40
50
60
AxisTitle
Time taken to respond to your enquiry

27. 27
Q9 (D) Rate your experience on some specific
parameters related to enquiry process?
Total
1 5
2 30
3 40
4 30
5 5
0
5
10
15
20
25
30
35
40
45
AxisTitle
Knowledge of the executives

28. 28
Q) 10 How would you rate your overall
satisfaction with the billing process?
Total
2 15
3 45
4 50
5 40
0
10
20
30
40
50
60
AxisTitle
Satisfaction of billing process

29. 29
Q11) Rate your experience on some specific
parameters related to the billing process?
Total
2 5
3 30
4 45
5 70
0
10
20
30
40
50
60
70
80
AxisTitle
Accuracy of the bill

30. 30
Q.11b) Rate your experience on some specific
parameters related to the billing process?
Total
1 30
2 55
3 45
4 10
5 10
0
10
20
30
40
50
60
AxisTitle
Timely reciepts of the bill

31. 31
Q11c) Rate your experience on some specific
parameters related to the billing process?
Total
3 30
4 70
5 50
0
10
20
30
40
50
60
70
80
AxisTitle
Range of payment options available

32. 32
Q) 12 Have you called Tata Docomo call centre in
the last 3 months?
50%50%
Total
no yes (blank)

33. 33
Q) 13 How would you rate your overall
experience of using our call centre service?
Total
1 5
2 35
3 25
4 5
5 5
0
5
10
15
20
25
30
35
40
AxisTitle
Overall rating of the call centre

34. 34
Q) 14a Rate your experience on some specific
parameters related to call centre of Tata
Docomo?
Total
2 4
3 18
4 37
5 16
0
5
10
15
20
25
30
35
40
AxisTitle
Ease of getting through to the call centre

35. 35
Q) 14b Rate your experience on some specific
parameters related to call centre of Tata
Docomo?
Total
1 3
2 21
3 27
4 19
5 5
0
5
10
15
20
25
30
AxisTitle
Courteousnessof the executives

36. 36
Q) 14c Rate your experience on some specific parameters related to call centre of
Tata Docomo?
Total
1 3
2 27
3 30
4 15
0
5
10
15
20
25
30
35
AxisTitle
Ability to undand the problems/request