Project on CRM, customer satisfaction

1. KARNATAK LAW SOCIETY’S
INSTITUTE OF MANAGEMENT EDUCATION AND RESEARCH
BELGAUM
(Affiliated to Karnataka University, Dharwad & Recognized by AICTE, New Delhi)
A PROJECT REPORT ON
“A Study on Customer Satisfaction, Customer Relationship Management”
&
Competitor Profile
In
AIRTEL, Bangalore Rural
Submitted by
Mr.RAHUL V. MACHAKANUR (Reg.No.-MBA09003071)
1

2. UNDER THE GUIDANCE OF
INSTITUTE GUIDE ORGANISATION GUIDE
Dr. Rajendra Inamdar Mr. Ranjit Thomas
(Faculty KLS IMER, Belgaum) (Zonal Sales Manager)
KARNATAK LAW SOCIETY’S
INSTITUTE OF MANAGEMENT EDUCATION AND RESEARCH BELGAUM.
(Affiliated to Karnataka University, Dharwad & Recognized by AICTE, New Delhi)
CERTIFICATE
2

3. This is to certify that dissertation entitled “A Study on Customer
Satisfaction, Customer Relationship Management &
Competitor Profile at AIRTEL in Bangalore Rural” is a
bonafide work and independent Project study conducted by Rahul
V. Machakanur, Rg.No: MBA09003071 and has successfully
completed his Summer in plant Project in partial fulfillment of
Masters Degree in Business Administration awarded by Karnataka
University Dharwad, for the Academic Year 2009-20010 under my
guidance.
INSTITUTE GUIDE DIRECTOR
Dr. Rajendra M. Inamdar Dr. A. B.
Kalkundrikar
DECLARATION
I Rahul Machaknur bearing the University seat
No.MBA09003071 here by declared that “A Project Report
on Customer satisfaction, Customer relationship
management & Competitor’s profile” was carried out by me
under the guidance and supervision of Mr. Renjit Thomas,
3

4. Zonal Sales Manager, AIRTEL, Bangalore and Dr. Rajendra
Inamdar, KLS IMER.
This project is submitted to Karnataka University
Dharwad. In partial fulfillment of the requirement for the
award of Master of Business Administration during the
academic year 2009-2010.
Place: Bangalore
Rahul Machaknur
Acknowledgement
4

5. The completion of this in plant Training Report on AIRTEL, Bangalore is
due to the courtesy of all those who were involved with my efforts. This
project report wouldn’t be complete without my expression of gratitude to
them.
I sincerely thank Dr. Rajendra M. Inamdar Asst Professor,IMER for his
support and encouragement throughout the study.
I am also grateful to my guides and sincere thanks to Mr. Renjit Thomas,
Zonal Sales Manager and Mr. Vijay B Training Manager. Who gave me an
opportunity to undergo this project at AIRTEL, Bangalore and for their
valuable and timely guidance while doing this project.
I also express my thanks to my Family and Friends at Institute of
Management Education & Research for guiding and encouraging me while
doing this project.
Rahul Machaknur
5

6. TABLE OF CONTENTS
CHAPTER PAGE NO
EXECUTIVE SUMMARY 1
COMPANY PROFILE 2-7
PROJECT TITLE 8
RESEARCH DESIGN FOR CUSTOMERS
IN KOLAR DISTRICT 9-12
ANALYSIS OF DATA 13-33
RESEARCH DESIGN FOR RETAILERS
IN KOLAR DISTRICT 34-36
ANALYSIS OF DATA 37-46
RESEARCH DESIGN FOR CUSTOMERS 47-49
IN CHICKBALAPUR DISTRICT
ANALYSIS OF DATA 50-68
RESEARCH DESIGN FOR RETAILERS
IN CHICKBALAPUR 69-70
ANALYSIS OF DATA 71-81
HYPOTHESES TESTING 82-89
FINDING & SUGGESTIONS 90-91
CONCLUSION 92
BIBLOGRAPHY 93
ANNEXURE 94-100
Executive Summary
AIRTEL is one of Asia’s leading providers of telecommunication services with presence in all
the 22 licensed jurisdictions (also known as Telecom Circles) in India, and in Srilanka They
served an aggregate of 133,708,496 customers as of April 30, 2010, in India; of whom
6

7. 130,616,487 subscribe to their GSM services and 3,092,009 use our Telemedia Services either
for voice and/or broadband access delivered through DSL. They are the largest wireless service
provider in the country, based on the number of customers as of April 30, 2010. They offer an
integrated suite of telecom solutions to our enterprise customers, in addition to providing long
distance connectivity both nationally and internationally. They also offer DTH and IPTV
Services. All these services are rendered under a unified brand “AIRTEL”.
The project study has been undertaken by the student of Institute of management Education and
Research, Belgaum at “AIRTEL “on “CUSTOMER SATISFICATION, CUSTOMER RELATIONSHIP
MANAGEMENT &COMPETITOR PROFILE IN BANGLORE RURAL” . The project work was for 60 days
from 1stth June to 31st July.
This research was conducted in two districts Kolar and Chikabalapur to study the customer
satisfaction level, customer relationship management and market share of the competitors. The
researcher has surveyed a sample size of 500 customers and 200 retailers in Kolar and
Chikabalapur district.
It was found that though the AIRTEL has the highest market share it needs to improve on its
service quality and retail services.
The research has been conducted to gather information from 250 respondents & a structured
questionnaire will be used to collect the information from the respondents. The data which was
collected from them will be analyzed and classified.
Company Profile
7

8. AIRTEL is one of Asia’s leading providers of telecommunication services with presence in all
the 22 licensed jurisdictions (also known as Telecom Circles) in India, and in Srilanka They
served an aggregate of 133,708,496 customers as of April 30, 2010, in India; of whom
130,616,487 subscribe to their GSM services and 3,092,009 use our Telemedia Services either
for voice and/or broadband access delivered through DSL.They are the largest wireless service
provider in the country, based on the number of customers as of April 30, 2010. They offer an
integrated suite of telecom solutions to our enterprise customers, in addition to providing long
distance connectivity both nationally and internationally. They also offer DTH and IPTV
Services. All these services are rendered under a unified brand “AIRTEL”.
The company also deploys, owns and manages passive infrastructure pertaining to telecom
operations under its subsidiary Bharti Infratel Limited. Bharti Infratel owns 42% of Indus
Towers Limited. Bharti Infratel and Indus Towers are the two top providers of passive
infrastructure servicesin India.
8

9. Company History
- Bharti AIRTEL
Bharti Tele-Ventures was incorporated on July 7, 1995 as a company with limited liability
under the Companies Act, for promoting telecommunications services. Bharti Tele-Ventures
received certificate for commencement of business on January 18, 1996.
The Company was initially formed as a wholly- owned subsidiary of Bharti Telecom Limited.
The chronology of events since Bharti Tele-Ventures was incorporated in 1995 is as follows:
Calendar year & Events
1995
Bharti Cellular launched cellular services 'AIRTEL' in Delhi
1996
STET International Netherlands NV, or STET, a company promoted by Telecom Italia, Italy
acquired a 20% equity interest in Bharti Tele-Ventures
Bharti Telenet launched cellular services in Himachal Pradesh
1997
British Telecom acquired a 21.05% equity interest in Bharti Cellular Bharti Telenet obtained a
license for providing fixed-line services in Madhya Pradesh circle Bharti Telecom and British
Telecom formed a 51% : 49% joint venture,
Bharti BT, for providing VSAT services
1998
Bharti Telecom and British Telecom formed a 51% : 49% joint venture, Bharti BT Internet for
providing Internet services - First Indian private fixed-line services launched in Indore in the
9

10. Madhya Pradesh circle on June 4, 1998 by Bharti Telenet thereby ending fixed-line services
monopoly of DoT (now BSNL)
1999
-Warburg Pincus (through its investment company
Brentwood Investment Holdings Limited) acquired a 19.05% equity interest in Bharti Tele-
Ventures Bharti Tele-Ventures (by acquiring a 63.45%equity interest in SC Cellular Holdings)
acquired an effective 32.36%equity interest in Bharti Mobile (formerly JT Mobiles), the
cellular services provider In Karnataka and Andhra Pradesh circles New York Life Insurance
Fund, or NYLIF, acquired a 3% equity Interest in Bharti Cellular 2000 Bharti Tele-Ventures
acquired an effective equity interest of 40.5% in Bharti Mobinet (formerly Skycell
Communications), the cellular services provider in Chennai Bharti Tele-Ventures acquired a
30.2% equity interest of Telecom Italia in Bharti Telenet and 18.8% from Bharti Telecom
thereby making Bharti Telenet a 100% subsidiary of Bharti Tele-Ventures- SingTel (through its
investment company Pastel Limited) acquired STET's 15.3% equity interest in Bharti Tele-
Ventures
- Bharti Tele-Ventures acquired an additional effective 41.64% Equity interest in Bharti Mobile
(by acquiring the remaining 36.55% equity interest in SC Cellular) resulting in Bharti Tele-
Ventures holding an effective 74% equity interest in Bharti Mobile.
2001
Bharti Tele-Ventures acquired NYLIF's 3% equity interest in Bharti Cellular Bharti Telesonic
entered into a joint venture, Bharti Aquanet, With SingTel for establishing a submarine cable
landing station at Chennai Bharti Tele-Ventures issued additional equity for approximately US$
481.30 million to SingTel, Warburg Pincus, AIF group, IFC, NYLIF, And Seejay Cellular and
10

11. Bharti During the quarter ended Sept 30, 2003, Bharti Tele-Ventures, one of Mittal’s
companies, became the first private telecom operator to cross the five-million-customer mark.
AIRTEL, India’s
largest cellular service provider with a presence across 16 states in the country, had more than
doubled its mobile customer base from 2.29 million in September 2002 to almost 4.86 million
at Oct 31, 2003. Bharti Telenet, India’s first fixed-line telephone service provider, is also the
country’s largest fixed-line service provider in the private sector. And, with operations in
Seychelles, Bharti is the first Indian company to provide comprehensive telecom services
outside the country.
Company Vision & promise
By 2010 AIRTEL will be the most admired brand in India: Loved by more customers
Targeted by top talent
Benchmarked by more businesses
They at AIRTEL always think in fresh and innovative ways about the needs of their customers
and how they want them to feel. They deliver what they promise and go out of their way to
delight the customer with a little bit more.
Mission & Vision
Mission
AIRTEL Australia’s mission is to deliver reliable cost effective and practical
telecommunication solution amalgamated with highest quality of Customer Service delivered
with a sense of warmth, friendliness, individual pride, and “AIRTEL SPIRIT.”
11

12. Vision
AIRTEL’s vision is to be recognized as:
A leader in client satisfaction, professionalism, superior quality and innovation in our chosen
market. An employer of choice, nurturing a culture that values Dedication, Respect, and
Continuous Improvement
Business Operation
Background
Bharti AIRTEL, incorporated on July 7, 1995 is the flagship company of Bharti Enterprises.
The Bhar Group, has a diverse business portfolio and has created global brands in the
telecommunication sector. Bharti AIRTEL is Asia’s leading integrated telecom services
provider with operations in India and Sri Lanka. Bharti AIRTEL has been at the forefront of the
telecom revolution and has transformed the sect
Awards and Recognitions
For the Year 2008 – 2009
Voted India’s most innovative company – in a survey conducted by The Wall Street Journal in
2008
Winner of the “Gallup Great Workplace Award”- Gallup Consulting, 2008 “2nd Most Trusted
Service Brand” - Annual
Economic Times-Brand Equity, Most Trusted Brands survey 2008 ‘Best Content Service’
Award for its Farmer Information Dissemination Platform for Bharti
AIRTEL’s joint venture with IFFCO, IKSL (IFFCO Kisan Samachar) - World Communications
Awards 2008
12

13. Competitors
1. Reliance Communication
2. Idea Cellular
3. Tata Communication
4. Tata Teleservice
5. MTNL
6. Spice Communication
7. Tulip Telecom
8. Nu Tek India
9. Goldstone Infra
10. BSNL
13

14. Title of the Project
Customer Satisfaction, Customer Relationship Management and
Competitors Profile at AIRTEL in Bangalore Rural.
Objectives
• To assess the service of AIRTEL comparison with other networks.
• To know the market share of AIRTEL.
• To know the customer relationship management of AIRTEL.
• To know the market share of the competitors.
• To know the promotional ability and schemes of the competitors.
• To know the target market of the competitors.
14

15. Total Sample Size
• 500 customers (250 Kolar & 250 Chikabalapur)
• 200 retailers
Research Design
The research has been conducted to gather information from 250 respondents & a structured
questionnaire will be used to collect the information from the respondents. The data which was
collected from them will be analyzed and classified.
Title
Study on customer satisfaction and assessment of customer relationship management for
AIRTEL in Kolar district.
Objectives:
15

16. • To assess the service of AIRTEL in comparison with other networks.
• To know the market share of AIRTEL.
• To know the customer relationship management of AIRTEL.
Hypotheses of study
Hypotheses 1
H0: less than equal to 70% of the customers are satisfied with the overall service provided by
AIRTEL. (<=70%)
H1: More than 70% of the customers are satisfied with the overall service provided by
AIRTEL. (>70%)
Hypotheses 2
16

17. H0: At least 80% of AIRTEL customers feel that the approach of the customer care executives
is courteous.
H1: More than 80% of AIRTEL customers feel that the approach of the customer care
executives is courteous.
Source of data
Primary data: This data was collected directly from respondents by personal interview
through questionnaire.
Questionnaire
A structured questionnaire was designed to collect the data from the respondents and then
finally used to collect information from 250 respondents from various areas in kolar district.
SAMPLING
17

18. SURVEY METHOD
The related data or information was obtained by personal administration through questionnaire
i.e. personal survey.
• Questionnaire
• Personal interview
Survey area
• Kolar District
Sample Unit
• Individual AIRTEL users
SAMPLING METHOD
The type of sample method used is Stratified Sampling. The strata’s are
• Youths
• Businessmen
• Working executives
18

19. Sample Size
• 250
TOOLS AND TECHNIQUES OF DATA COLLECTION
• Questionnaire
• Personal interview
Sampling Measurement technique
• Analysis of questionnaire in SPSS software.
19

20. Analysis of the Data
In this study the relationship between independent variable and independent variables are
expressed in the form of percentage of the total population and the data is analyzed by using
tabular and graphical representation.
Which mobile connection are you using at present (if you are not using AIRTEL, then go to
question number 16).
Cumulative
Frequency Percent Valid Percent Percent
Valid AIRTEL 118 47.2 47.2 47.2
BSNL 27 10.8 10.8 58.0
Tata Docomo 37 14.8 14.8 72.8
Vodafone 26 10.4 10.4 83.2
Relance 42 16.8 16.8 100.0
Total 250 100.0 100.0
20

21. Since when are you using AIRTEL?
Frequency Percent Valid Percent Cumulative Percent
Valid Less than or equal to 1 year 30 25.4 25.4 25.4
More than 1 year and less than 2
27 22.9 22.9 48.3
years
More than 2 years and less than 5
23 19.5 19.5 67.8
years
More than 5 years 38 32.2 32.2 100.0
Total 118 100.0 100.0
21

22. What is your opinion about AIRTEL in terms of the following attributes
Excellent Good Average Poor Worst
Network Coverage 48 32 10 18 10 118
Clarity 36 44 24 6 8 118
Customer Care support 30 26 40 12 10 118
Tariffs 28 32 41 10 7 118
Value Added Services 29 33 47 5 4 118
Promotional Schemes 49 27 17 13 12 118
22

23. Presently which services of AIRTEL do you avail?
Frequency Percent Valid Percent Cumulative Percent
Valid GPRS 20 16.9 16.9 16.9
Internet 10 8.5 8.5 25.4
Hello Tune 27 22.9 22.9 48.3
Astrology 3 2.5 2.5 50.8
None of these 58 49.2 49.2 100.0
Total 118 100.0 100.0
23

24. How do you rate the above services of AIRTEL?
Frequency Percent Valid Percent Cumulative Percent
Valid Excellent 44 37.3 37.3 37.3
Good 33 28.0 28.0 65.3
Average 30 25.4 25.4 90.7
Poor 7 5.9 5.9 96.6
Worst 4 3.4 3.4 100.0
Total 118 100.0 100.0
24

25. Which Tariff plan do you prefer the most?
Frequency Percent Valid Percent Cumulative Percent
Valid Per minute 47 39.8 39.8 39.8
Pulse rate 33 28.0 28.0 67.8
Per call 38 32.2 32.2 100.0
Total 118 100.0 100.0
25

26. Are you aware that customer care sevice is charged in AIRTEL? If yes what is the reason?
26

27. Frequency Percent Valid Percent Cumulative Percent
Valid Yes 48 40.7 40.7 40.7
No 70 59.3 59.3 100.0
Total 118 100.0 100.0
The service of free recorded messages in AIRTEL is:
27

28. Frequency Percent Valid Percent Cumulative Percent
Valid Excellent 18 15.3 15.3 15.3
Good 22 18.6 18.6 33.9
Niether good nor bad 30 25.4 25.4 59.3
Poor 23 19.5 19.5 78.8
Worst 25 21.2 21.2 100.0
Total 118 100.0 100.0
28

29. Which recharge option do you prefer more?
Frequency Percent Valid Percent Cumulative Percent
Valid Easy Recharge 73 61.9 61.9 61.9
Physical Recharge Card 45 38.1 38.1 100.0
Total 118 100.0 100.0
29

30. The physical recharge card is easily available?
Frequency Percent Valid Percent Cumulative Percent
Valid Strongly Agree 63 53.4 53.4 53.4
Agree 27 22.9 22.9 76.3
No idea 4 3.4 3.4 79.7
Disagree 6 5.1 5.1 84.7
Strongly Disagree 18 15.3 15.3 100.0
Total 118 100.0 100.0
30

31. Which full talk time offer do you prefer more & why?
Frequency Percent Valid Percent Cumulative Percent
Valid 22 27 22.9 22.9 22.9
51 53 44.9 44.9 67.8
99 12 10.2 10.2 78.0
222 11 9.3 9.3 87.3
333 15 12.7 12.7 100.0
Total 118 100.0 100.0
Figure 11
31

32. Are you using AIRTEL as a main contact number? If yes what is the reason?
Frequency Percent Valid Percent Cumulative Percent
Valid Yes 73 61.9 61.9 61.9
No 45 38.1 38.1 100.0
Total 118 100.0 100.0
32

33. What you feel about customer care relationship management in AIRTEL?
Goo
Excellent d Average Poor Worst
Information about new offer 58 32 12 6 10 118
Approach is polite and curtious 57 13 24 18 6 118
Quick in providing Service 42 27 23 15 11 118
33

34. My satisfaction level with the overall service of AIRTEL is:
Frequency Percent Valid Percent Cumulative Percent
Valid Highly Satisfied 53 44.9 44.9 44.9
Satisfied 21 17.8 17.8 62.7
Average 18 15.3 15.3 78.0
Dissatisfied 16 13.6 13.6 91.5
Highly Dissatisfied 10 8.5 8.5 100.0
Total 118 100.0 100.0
34

35. How likely will you suggest your friends and relatives to take an AIRTEL connection?
Frequency Percent Valid Percent Cumulative Percent
Valid Always 40 33.9 33.9 33.9
Some times 23 19.5 19.5 53.4
Very Rarely 37 31.4 31.4 84.7
Never 18 15.3 15.3 100.0
Total 118 100.0 100.0
35

36. What are the reasons for using other connections?
Frequency Percent Valid Percent Cumulative Percent
Valid Network Coverage 12 9.1 9.1 9.1
Tariff 20 15.2 15.2 24.2
Schemes 38 28.8 28.8 53.0
Availibility of Sim 35 26.5 26.5 79.5
Others 27 20.5 20.5 100.0
Total 132 100.0 100.0
36

37. Title
To conduct study on competitor profile of AIRTEL in Kolar district.
Objective
• To know the market share of the competitors.
• To know the promotional ability and schemes of the competitors.
• To know the target market of the competitors.
Source of data
Primary data: This data was collected directly from respondents by personal interview
through questionnaire.
Questionnaire
A structured questionnaire was designed to collect the data from the respondents and then
finally used to collect information from 250 respondents from various areas in kolar district.
SAMPLING
SURVEY METHOD
37

38. • Questionnaire
• Telephonic interview
Survey area
• Kolar District
Sample Frame
• Retailer list obtained from distributors.
Sample Unit
• Retailers
SAMPLING METHOD
• The type of sample method used is Convenience Sampling Method.
Sample Size
38

39. • 100
TOOLS AND TECHNIQUES OF DATA COLLECTION
• Questionnaire
• Telephonic interview
Sampling Measurement technique
• Analysis of questionnaire in SPSS software.
Analysis of the Data
In this study the relationship between independent variable and independent variables are
expressed in the form of percentage of the total population and the data is analyzed by using
tabular and graphical representation.
39

40. What defined market are they trying to reach?
Frequency Percent Valid Percent Cumulative Percent
Valid Students 38 38.0 38.0 38.0
Business 22 22.0 22.0 60.0
Executives 15 15.0 15.0 75.0
Household 25 25.0 25.0 100.0
Total 100 100.0 100.0
40

41. Are you aware about PCO facility is provided by AIRTEL in your city at Rs. 2500/- with 2500
talk time?
Frequency Percent Valid Percent Cumulative Percent
Valid Yes 67 67.0 67.0 67.0
No 33 33.0 33.0 100.0
Total 100 100.0 100.0
41

42. Are you interested to buy AIRTEL coin box? If no what is the reason?
Frequency Percent Valid Percent Cumulative Percent
Valid Yes 7 7.0 7.0 7.0
No 93 93.0 93.0 100.0
Total 100 100.0 100.0
42

43. Do you know AIRTEL is providing per second pulse rate facility in its PCO?
Frequency Percent Valid Percent Cumulative Percent
Valid Yes 27 27.0 27.0 27.0
No 73 73.0 73.0 100.0
Total 100 100.0 100.0
43

44. How wide is the coverage of competitors?
44

45. Frequency Percent Valid Percent Cumulative Percent
Valid State wise 67 67.0 67.0 67.0
Zonal wise 13 13.0 13.0 80.0
National wise 20 20.0 20.0 100.0
Total 100 100.0 100.0
45

46. Is the market saturated?
Frequency Percent Valid Percent Cumulative Percent
Valid Yes 77 77.0 77.0 77.0
No 23 23.0 23.0 100.0
Total 100 100.0 100.0
46

47. What are the core competencies of competitors?
Frequency Percent Valid Percent Cumulative Percent
Valid Coverage 8 8.0 8.0 8.0
Price 42 42.0 42.0 50.0
Features 30 30.0 30.0 80.0
Any other 20 20.0 20.0 100.0
Total 100 100.0 100.0
47

48. In terms of promotional ability how would you rate the competitors?
Frequency Percent Valid Percent Cumulative Percent
Valid Very Strong 27 27.0 27.0 27.0
Strong 53 53.0 53.0 80.0
Weak 13 13.0 13.0 93.0
Very Weak 7 7.0 7.0 100.0
Total 100 100.0 100.0
48

49. What is the approximate market share of the competitors?
Frequency Percent Valid Percent Cumulative Percent
Valid Less than 10% 8 8.0 8.0 8.0
10 %to 25% 12 12.0 12.0 20.0
25% to 50% 45 45.0 45.0 65.0
More than 50% 35 35.0 35.0 100.0
Total 100 100.0 100.0
49

50. Which of these internet packs offered by AIRTEL are preferred by the customers?
Frequency Percent Valid Percent Cumulative Percent
Valid PRC 10 23 23.0 23.0 23.0
PRC 19 47 47.0 47.0 70.0
PRC 26 13 13.0 13.0 83.0
PRC 98 17 17.0 17.0 100.0
Total 100 100.0 100.0
50

51. Research Design
The research has been conducted to gather information from 250 respondents & a structured
questionnaire will be used to collect the information from the respondents. The data which is
collected from them will be analyzed and classified.
Title
Study on customer satisfaction and assessment of customer relationship management for
AIRTEL in Chikabalapur district.
51

52. Objectives:
• To assess the service of AIRTEL in comparison with other networks.
• To know the market share of AIRTEL.
• To know the customer relationship management of AIRTEL.
Hypotheses of study
Hypotheses 1
H0: less than equal to 70% of the customers are satisfied with the overall service provided by
AIRTEL. (<=70%)
H1: More than 70% of the customers are satisfied with the overall service provided by
AIRTEL. (>70%)
Hypotheses 2
H0: At least 80% of AIRTEL customers feel that the approach of the customer care executives
is courteous.
52

53. H1: More than 80% of AIRTEL customers feel that the approach of the customer care
executives is courteous.
Source of data
Primary data: This data was collected directly from respondents by personal interview
through questionnaire.
Questionnaire
A structured questionnaire was designed to collect the data from the respondents and then
finally used to collect information from 250 respondents from various areas in Chikabalapur
district.
SAMPLING
SURVEY METHOD
The related data or information was obtained by personal administration through questionnaire
i.e. personal survey.
• Questionnaire
• Personal interview
Survey area
• Chikabalapur District
53

54. Sample Unit
• Individual AIRTEL users
SAMPLING METHOD
The type of sample method used is Stratified Sampling. The Strata’s are
• Youths
• Businessmen
• Working executives
Sample Size
• 250
TOOLS AND TECHNIQUES OF DATA COLLECTION
• Questionnaire
• Personal interview
Sampling Measurement technique
54

55. • Analysis of questionnaire in SPSS software.
Analysis of the Data
In this study the relationship between independent variable and independent variables are
expressed in the form of percentage of the total population and the data is analyzed by using
tabular and graphical representation.
Which mobile connection are you using at present?
Frequency Percent Valid Percent Cumulative Percent
Valid AIRTEL 95 38.0 38.0 38.0
BSNL 35 14.0 14.0 52.0
Tata Docomo 45 18.0 18.0 70.0
Vodafone 45 18.0 18.0 88.0
Reliance 30 12.0 12.0 100.0
Total 250 100.0 100.0
55

56. Since when are you using AIRTEL?
Frequency Percent Valid Percent Cumulative Percent
Valid Less than or equal to 1 year 38 40.0 40.0 40.0
More than 1 year and less than 2
14 14.7 14.7 54.7
years
More than 2 years and less than 5
30 31.6 31.6 86.3
years
More than 5 years 13 13.7 13.7 100.0
Total 95 100.0 100.0
56

57. What is your opinion about AIRTEL in terms of the following attributes
Excellent Good Average Poor Worst
Network Coverage 33 27 21 9 5 95
Clarity 47 17 24 5 2 95
Customer Care support 27 31 12 18 7 95
Tariffs 21 18 37 18 1 95
Value Added Services 27 14 23 21 10 95
Promotional Schemes 37 18 23 12 5 95
57

58. Presently which service of AIRTEL do you avail?
58

59. Table 4
Frequency Percent Valid Percent Cumulative Percent
GPRS 12 12.6 12.6 12.6
Internet 20 21.1 21.1 33.7
Hello tunes 18 18.9 18.9 52.6
Astrology 5 5.3 5.3 57.9
None of these 40 42.1 42.1 100.0
Total 95 100.0 100.0
Figure 4
59

60. How do you rate the above service of the AIRTEL?
Frequency Percent Valid Percent Cumulative Percent
Valid Excellent 45 47.4 47.4 47.4
Good 30 31.6 31.6 78.9
Average 12 12.6 12.6 91.6
Poor 5 5.3 5.3 96.8
Worst 3 3.2 3.2 100.0
Total 95 100.0 100.0
60

61. Which tariff plan do you prefer the most?
Frequency Percent Valid Percent Cumulative Percent
Valid Per minute 38 40.0 40.0 40.0
Pulse rate 45 47.4 47.4 87.4
Per call 12 12.6 12.6 100.0
Total 95 100.0 100.0
61

62. Are you aware that customer care services is charged in AIRTEL? If yes what is your opinion?
Frequency Percent Valid Percent Cumulative Percent
Valid Yes 33 34.7 34.7 34.7
No 62 65.3 65.3 100.0
Total 95 100.0 100.0
62

63. The service of pre recorded message in AIRTEL is:
Frequency Percent Valid Percent Cumulative Percent
Valid Excellent 23 24.2 24.2 24.2
Good 17 17.9 17.9 42.1
Neither good nor bad 30 31.6 31.6 73.7
Poor 20 21.1 21.1 94.7
Worst 5 5.3 5.3 100.0
Total 95 100.0 100.0
63

64. Which recharge option do you prefer more?
Frequency Percent Valid Percent Cumulative Percent
Valid Easy recharge 67 70.5 70.5 70.5
Physical recharge card 28 29.5 29.5 100.0
Total 95 100.0 100.0
64

65. The physical recharge card is easily available?
65

66. Frequency Percent Valid Percent Cumulative Percent
Valid Strongly Agree 47 49.5 49.5 49.5
Agree 20 21.1 21.1 70.5
No Idea 5 5.3 5.3 75.8
Disagree 18 18.9 18.9 94.7
Strongly Disagree 5 5.3 5.3 100.0
Total 95 100.0 100.0
66

67. Which full talk time offer do you prefer more & Why?
Frequency Percent Valid Percent Cumulative Percent
Valid 22 12 12.6 12.6 12.6
51 38 40.0 40.0 52.6
99 8 8.4 8.4 61.1
222 7 7.4 7.4 68.4
333 30 31.6 31.6 100.0
Total 95 100.0 100.0
67

68. Are you using AIRTEL as a main contact number? If yes what is the reason?
Frequency Percent Valid Percent Cumulative Percent
Valid Yes 55 57.9 57.9 57.9
No 40 42.1 42.1 100.0
Total 95 100.0 100.0
68

69. What you feel about customer care relationship management in AIRTEL?
Excellent Good Average Poor Worst
Information about new offer 42 21 12 12 8 95
Approach is polite and curtious 29 33 21 7 5 95
Quick in providing Service 37 23 19 8 8 95
My satisfaction level with the overall service of AIRTEL is:
69

70. Frequency Percent Valid Percent Cumulative Percent
Valid Highly Satisfied 43 45.3 45.3 45.3
Satisfied 17 17.9 17.9 63.2
Average 25 26.3 26.3 89.5
Dissatisfied 7 7.4 7.4 96.8
Highly Dissatisfied 3 3.2 3.2 100.0
Total 95 100.0 100.0
70

71. How likely will you suggest your friends and relatives to take an AIRTEL Connection?
Frequency Percent Valid Percent Cumulative Percent
Valid Always 15 15.8 15.8 15.8
Some times 35 36.8 36.8 52.6
Very Rarely 35 36.8 36.8 89.5
Never 10 10.5 10.5 100.0
Total 95 100.0 100.0
71

72. What are the reasons for using other connections?
Frequency Percent Valid Percent Cumulative Percent
Valid Network Coverage 35 22.6 22.6 22.6
Tariffs 55 35.5 35.5 58.1
Customer care Service 10 6.5 6.5 64.5
Schemes 40 25.8 25.8 90.3
Availibility of Sim 10 6.5 6.5 96.8
Any Other 5 3.2 3.2 100.0
Total 155 100.0 100.0
72

73. Title
To conduct study on competitor profile of AIRTEL in Chikabalapur district.
Objectives
• To know the market share of the competitors.
• To know the promotional ability and schemes of the competitors.
• To know the target market of the competitors.
Source of data
Primary data: This data has been collected directly from respondents by personal interview
through questionnaire.
Questionnaire
A structured questionnaire was designed to collect the data from the respondents and then
finally used to collect information from 250 respondents from various areas in chikabalapur
district.
SAMPLING
SURVEY METHOD
73

74. • Questionnaire
• Telephonic interview
Survey area
• Chikabalapur District
Sample Frame
• Retailer list obtained from distributors.
Sample Unit
• Retailers
Sampling Method
• The type of sample method used is Convenience Sampling Method.
74

75. Sample Size
• 100
TOOLS AND TECHNIQUES OF DATA COLLECTION
• Questionnaire
• Telephonic interview
Sampling Measurement technique
• Analysis of questionnaire in SPSS software.
Analysis of the Data
In this study the relationship between independent variable and independent variables are
expressed in the form of percentage of the total population and the data is analyzed by using
tabular and graphical representation.
75

76. What defined market are they trying to reach?
76

77. Frequency Percent Valid Percent Cumulative Percent
Valid Students 58 58.0 58.0 58.0
Business 15 15.0 15.0 73.0
Executives 12 12.0 12.0 85.0
Household 15 15.0 15.0 100.0
Total 100 100.0 100.0
77

78. Are you aware about PCO facility is provided by AIRTEL in your city at Rs. 2500 with 2500
talk time?
Frequency Percent Valid Percent Cumulative Percent
Valid Yes 65 65.0 65.0 65.0
No 35 35.0 35.0 100.0
Total 100 100.0 100.0
78

79. Are you interested to buy AIRTEL coin box? If no what is the reason?
Frequency Percent Valid Percent Cumulative Percent
Valid Yes 5 5.0 5.0 5.0
No 95 95.0 95.0 100.0
Total 100 100.0 100.0
79

80. Do you know AIRTEL is providing per second pulse rate facility in its PCO?
80

81. Frequency Percent Valid Percent Cumulative Percent
Valid Yes 60 60.0 60.0 60.0
No 40 40.0 40.0 100.0
Total 100 100.0 100.0
81

82. How wide is the coverage of the competitors?
Frequency Percent Valid Percent Cumulative Percent
Valid State wise 45 45.0 45.0 45.0
Zonal wise 25 25.0 25.0 70.0
National wise 30 30.0 30.0 100.0
Total 100 100.0 100.0
82

83. Is the market saturated?
Frequency Percent Valid Percent Cumulative Percent
Valid Yes 65 65.0 65.0 65.0
No 35 35.0 35.0 100.0
Total 100 100.0 100.0
83

84. What are the core competencies of the competitors?
84

85. Frequency Percent Valid Percent Cumulative Percent
Valid Coverage 12 12.0 12.0 12.0
Price 65 65.0 65.0 77.0
Features 13 13.0 13.0 90.0
Others 10 10.0 10.0 100.0
Total 100 100.0 100.0
85

86. In terms of promotional ability how would you rate the competitiors?
Frequency Percent Valid Percent Cumulative Percent
Valid Very Strong 18 18.0 18.0 18.0
Strong 42 42.0 42.0 60.0
Weak 27 27.0 27.0 87.0
Very Weak 13 13.0 13.0 100.0
Total 100 100.0 100.0
86

87. What is the approximate market share of the competitors?
Frequency Percent Valid Percent Cumulative Percent
Valid Less than 10% 12 12.0 12.0 12.0
!0% to 25% 13 13.0 13.0 25.0
25% to 50% 30 30.0 30.0 55.0
More than 50% 45 45.0 45.0 100.0
Total 100 100.0 100.0
87

88. Which of these internet packs offered by AIRTEL are preferred by the customers?
Frequency Percent Valid Percent Cumulative Percent
Valid PRC 10 27 27.0 27.0 27.0
PRC 19 17 17.0 17.0 44.0
PRC 26 16 16.0 16.0 60.0
PRC 98 40 40.0 40.0 100.0
Total 100 100.0 100.0
88

89. HYPOTHESES TESTING (KOLAR DISTRICT)
Hypotheses 1.
HO: Less than or equal to 70% of the customers are satisfied with the service provided by
AIRTEL
H1: More than 70% of the customers are satisfied with the service provided by AIRTEL
Respondents = 118
P = 70/118 = 0.61
0.61*(1-0.61)/118-1
0.61*0.39/117
0.2379/117
0.0020
Take root value p^ = 0.044
Critical value = p+Z at 95% *p^
0.7+1.96*0.044
CV = 0.786
89

90. Ho is accepted
Hypothesis 2.
(A) Ho: Less than or equal to 80% of AIRTEL customers feel that the customer care
executives are giving proper information about new offers
H1: More than 80% of AIRTEL customers feel that the customer care executives are giving
proper information about new offers
Respondents = 118
P =90/118 = 0.76
P^= sqrt p (1-p)/n-1
Sqrt 0.76*(1-0.76)/118-1
P^= 0.064
C.V = 0.8+1.96*0.064=0.94
90

91. Ho is accepted
(B) H0: Less than or equal to 80% AIRTEL customers feel that the approaches of customer
care executives is courteous
H1: More than 80% AIRTEL customers feel that the approaches of customer care
executives is courteous
P = 90/118 = 0.59
P^= sqrt 0.59*(1-0.59)/118-1
91

92. P^= 0.044
C.V =0.8+1.96*0.044 = 0.886
Ho is accepted
92

93. (C) H0: Less than or equal to 80% of the AIRTEL customers feel that customer care
executives are quick in providing service
H1: More than 80% of the AIRTEL customers feel that customer care executives are quick in
providing service
P = 73/118 = 0.61
P^= sqrt 0.61*(1-0.61)/118-1
P^= 0.043
C.V=0.8 +1.96*0.044=0.886
Ho is accepted
93

94. HYPOTHESES TESTING (CHIKKABALAPUR DISTRICT)
Hypotheses 1.
HO: Less than or equal to 70% of the customers are satisfied with the service provided by
AIRTEL
H1: More than 70% of the customers are satisfied with the service provided by AIRTEL
Respondents = 95
P = 60/95= 0.63
P^ =sqrt 0.63*(1-0.63)/95-1
P^= 0.044
C.V = 0.7+1.96*0.044 = 0.786
94

95. Ho is accepted
Hypotheses 2.
(A) Ho: Less than or equal to 80% of AIRTEL customers feel that the customer care
executives are giving proper information about new offers
H1: More than 80% of AIRTEL customers feel that the customer care executives are giving
proper information about new offers
P = 63/95 = 0.66
P^ =sqrt 0.66*(1-0.66)/95-1
95

96. P^= 0.002
C.V = 0.8+1.96*0.002 = 0.886
Ho is accepted
(B) H0: Less than or equal to 80% AIRTEL customers feel that the approaches of customer
care executives is courteous
96

97. H1: More than 80% AIRTEL customers feel that the approaches of customer care
executives is courteous
P = 62/95 = 0.65
P^= sqrt 0.65*(1-0.65)/95-1
P^ = 0.002
C.V = 0.8+1.96*0.002 = 0.886
Ho is accepted
97

98. (C) H0: Less than or equal to 80% of the AIRTEL customers feel that customer care
executives are quick in providing service
H1: More than 80% of the AIRTEL customers feel that customer care executives are quick in
providing service
P = 60/95 = 0.63
P^= sqrt 0.63*(1-0.63)/95-1
P^= 0.002
C.V = 0.8+1.96*0.002 = 0.886
Ho is accepted
98

99. FINDINGS:
1. In this survey it was found that 68% AIRTEL customers feel that network coverage is
excellent
2. Due to low pricing strategy of the competitors 54.8% customers are using other than AIRTEL
connection
3. Most of retailers are not ready buy AIRTEL COIN BOX due to
A. coin jumping
B. one-way calls
C. poor battery
4. 61% of the customers are satisfied with the service provided by AIRTEL; hence further
scope is there for improvement
5. 76% of the customers feel that the customer care executives are giving proper information
6. 59% of the customers feel that approaches of the customer care executives is courteous.
Hence huge scope is there for improvement
7. 85% of the customers are not aware that customer care service is charged in AIRTEL
8. Most of the customer care executives are not capable to give information about internet
facility
9. 67% of customers are preferred full talk time recharges
99

100. 10. 87% of customers are preferred easy recharge option
11. The market share of the competitors is 52.7%
• BSNL = 10.8%
• Tata Docomo = 14.8%
• Vodafone = 10.4%
• Reliance =16.8%
Suggestion
1. Increase the promotional activities in rural (Chikatirupati and Masti) places like providing
banners & boards to retailers
2. Improve the service quality of coin box by addressing issues like
A. coin jumping
B. battery problem
C. One way calls
3. Do not charge for the calls made to customer care executives
4. Give proper training to the customer care executives about the internet packages
5. Maintain the low pricing strategy i.e. when competitors introduced per paisa per second
call rates AIRTEL lost its customers.
100

101. Conclusion
In this survey it was also found that 68% respondents have perception in their mind that the
Network Coverage of the AIRTEL is good as compare to others.
But at present the sales of the AIRTEL shows that the company should maintain the low
pricing strategy.
The market share of the AIRTEL is 47.3%, it shows that still there is a chance to capture the
more market share.
101

102. BIBLIOGRAPHY
• Primary Data collected through survey
• Company website, www.airtel.in
• Market Research book by TULL & HAWKINS
102

103. ANNEXURE
Questionnaire For Customers
Dear respondent
I am pleased to introduce myself as a MBA student of IMER. As a part of
my curriculum, I have undertaken a research on “A study on customer
satisfaction and retention strategy for AIRTEL service in Bangalore rural”.
The information provided by you will be strictly kept confidential and used
for academic purpose only.
103

104. Thanking in advance.
Date: -
Place:-
1) Which mobile connection are you using at present? (If you are not using
Airtel then go to question no.16?)
a) Airtel
b) BSNL
c) TATA DOCOMO
d) Vodafone
e) Reliance
2) Since when are you using Airtel? ( please tick)
a) Less than or equal to 1 year
b) More than 1 year & less than 2 years
c) More than 2 years & less than 5 years
d) More than 5 years
3)
104

105. a. Previously which mobile connection are you using?
_____________________________________
b. What is your opinion about Airtel in terms of the following attributes?
Excellent Good Average Poor Worst
Network
Coverage
Clarity
Customer care
support
Tariffs
Value added
Services
Promotional
Schemes
Billing ( In case
of Post paid)
105

106. 4) Presently which services of Airtel do you avail ?
a. GPRS
b. Internet
c. Hello Tune
d. Astrology
5) How do you rate the above services of airtel?
a) Excellent b) Good c) Average d) Poor e) Worst
6) Which Tariff plan do you prefer the most ? ( tick any one)
a. Per minute
b. Pulse rate
c. Per call
7) Are you aware that customer care service is charged in Airtel?
a. Yes
b. No
106

107. If yes what is your opinion?
______________________________
______________________________
8) The service of Pre-recorded messages in Airtel is:
a) Excellent b) Good c)neither good nor bad d)Poor e)Worst
9) Which recharge option do you prefer more?
a) Easy recharge
b) Physical recharge card
10) The physical recharge card is easily available
a) Strongly agree b) Agree c) No idea d) Disagree
e) Strongly Disagree
1
107

108. 1) Which full talk time offer do you prefer more & Why?
a. 22
b. 51
c. 99
d. 222
e. 333
__________________________________________-
__________________________________________
12) Are you using Airtel as a main contact Number?
a. Yes
b. No
If yes what is the reason?
108

109. 13) What you feel about customer care relationship management in Airtel ?
Excellent Good Average Poor
Information
about new offer
Approach is
polite and genius
Quick in
providing
service?
14) My satisfaction level with the overall service of Airtel is :
109

110. a) Highly satisfied b) Satisfied c)Average d) Dis-satisfied e)
Highly dis-satisfied
15) How likely will you suggest your friends and relative to take an Airtel
connection?
a. Always
b. Some-times
c. Very rarely
d. Never
16) What are the reasons for using other connections? (Rank)
a. Network Coverage
b. Tariffs
c. Customer care service
d. Schemes
e. Availability of SIM
f. Any other ______________________________
Personal Details
110

111. Name:
Gender:
Age:
Profession:
Contact number:
111

112. QUESSIONAIRE FOR RETAILERS
Dear respondent
I am pleased to introduce myself as a MBA student of IMER. As a part of my curriculum, I have
undertaken a research on “A study on competitors profile for AIRTEL service in Bangalore rural”. The
information provided by you will be strictly kept confidential and used for academic purpose only.
Thanking in advance.
1. What defined market are they trying to reach?
a. Students
b. Business
c. Executives
d. Household.
2. Are you aware about PCO facility is provided by airtel in your city?
a. Yes
b. No
3. Do you know airtel is providing per second pulse rate facility in its PCO?
a. Yes
b. no
4. How wide is the coverage of competitors?
a. State wise
b. Zonal
c. National wide
112

113. 5. Is the market saturated?
a. Yes
b. No
6. What are the core competencies of competitors?
a. Coverage
b. Price
c. Features
d. Any others specify _________________
7. In terms of promotional ability how would you rate the competitors?
a. Very strong
b. Strong
c. Weak
d. Very weak
8. What is the approximate market share of the competitors?
a. Less than 10%
b. 10%-25%
c. 25%-50%
113

114. d. More than 50%
9. Which of these internet packs offered by airtel are preferred by the customers?
a. Yes
b. No
Retailers Details
1. Name: ____________________________
2. Gender: a) Male b) Female
3). Contact Number: ____________________
114

115. 115