This project is about Airtel company

1. 1
INTRODUCTION
Branding
“The act of giving a company a particular design or symbol in order to advertise its products
and services” from Cambridge Advanced Learner’s Dictionary
A brand is a name, sign, symbol, slogan or anything that is used to identify and distinguish a specific
product, service, or business. A legally protected brand name is called a proprietary name.
Brand is the image of the product in the market. Some people distinguish the psychological aspect of
a brand from the experiential aspect. The experiential aspect consists of the sum of all points
of contact with the brand and is known as the brand experience. The psychological aspect,
sometimes referred to as the brand image, is a symbolic construct created within the minds
of people and consists of all the information and expectations associated with a product or
service.
People engaged in branding seek to develop or align the expectations behind the brand experience,
creating the impression that a brand associated with a product or service has certain qualities
or characteristics that make it special or unique. A brand is therefore one of the most valuable
elements in an advertising theme, as it demonstrates what the brand owner is able to offer in
the marketplace. The art of creating and maintaining a brand is called brand management.
Orientation of the whole organization towards its brand is called brand orientation.
Careful brand management seeks to make the product or services relevant to the target audience.
Therefore cleverly crafted advertising campaigns can be highly successful in convincing
consumers to pay remarkably high prices for products which are inherently extremely cheap
to make. This concept, known as creating value, essentially consists of manipulating the
projected image of the product so that the consumer sees the product as being worth the
amount that the advertiser wants him/her to see, rather than a more logical valuation that
comprises an aggregate of the cost of raw materials, plus the cost of manufacture, plus the
cost of distribution. Modern value-creation branding-and-advertising campaigns are highly
successful at inducing consumers to pay, for example, 50 dollars for a T-shirt that cost a mere
50 cents to make, or 5 dollars for a box of breakfast cereal that contains a few cents' worth of
wheat.
OBJECTIVES OF STUDY

2. 2
● To study about the symbol of AIRTEL.
● To study about the AIRTEL BRAND.
● To know about the brand image of AIRTEL tale services.
● To know how customers feel about AIRTEL TELESERVICES
● Are they happy with the service?
● To know about what customers need and what the company is providing.

3. 3
SCOPE OF PROJECT
The study is conducted within a town and its various parts. Was divided into two regions which are
one town and two towns. The survey is conducted in Automobile shops situated in all regions
which are exclusive in sales of BHARTI AIRTEL LIMITED.

4. 4
NEED FOR THE STUDY
The basic need of the project is to understand the service of AIRTEL LIMITED products and
identify what are the gaps in service. The idea behind the projects is to identify what is the
brand and service range of AIRTEL LIMITED products in a market.
Company wants to know whether the service process is working properly or not? And are retailers
satisfied with the service practice? Company also wants to distinguish the availability of
AIRTEL LIMITED products and visibility in the market through promotional materials.
The need of the project arises from the company to improve its service practice in order to have better
market placement in the market. So, for that they needed in-depth analysis of the problems
which would also generate some fresh ideas for the improvement.

5. 5
METHODOLOGY
Definition:
Research methodology is the specification of the method of acquiring the information needed
to the structure or to solve the problem at hand.
It is the pattern of the framework of the project that stipulates what information is to be collected,
from which source and by what method.
Primary Source Data:
A questionnaire was prepared to help in gaining an insight view of the factors affecting
the customer needs and related issues. The addresses of various customers were given and
with the help of the questionnaire prepared, I need to find out the first hand information
regarding the share of the Toyota in every segment in the market and the satisfaction level of
each customer. Further I need to find out the future plans of the customer regarding the
purchase of the Toyota products.
Each day I met 5 customers for 4 weeks the sample size of 100 respondents was decided upon.

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Secondary Data:
Secondary data is the annual report of the company and the official.
.
SAMPLING
Sampling Procedure:
The sampling technique used here was Quota Sampling, which is one of the most
commonly used non-probability sample designs.
Sampling Unit:
The target population from which the sample is chosen is owners of all brands of cars.
Sample Size:
The sample of 50 from the target population was chosen.
LIMITATIONS OF THE STUDY
As the time given for the completion of the project was limited.
● The survey was restricted to a particular place only.
● There may be few opinions which might have been missed out.
● The time period of the project is 45 days.
● Though the customers wanted to give information they could not give as it wastes their
business time.
● The accuracy of the answers depend upon the mode of interest of respondents.

7. 7
INDUSTRY PROFILE
Introduction
India is the world’s second-largest telecommunications market. The telecom infrastructure in India
is expected to increase at a compound annual growth rate (CAGR) of 20 per cent during the
period 2008–2015 to reach 571,000 towers in 2015.
The mobile phone industry in India is likely to contribute US$ 400 billion to the country’s gross
domestic product (GDP) and has the potential to generate about 4.1 million additional jobs by
2020, The mobile ecosystem generated approximately 5.3 per cent of the GDP for India, and
directly supported 730,000 jobs in 2012, according to the report titled ‘Mobile Economy India
2013’ released by GSMA in association with the Boston Consulting Group (BCG).
“India is a place for investment and innovation for Vodafone. India is one of the two biggest markets
for us along with Germany. The company is investing nearly US$ 3 billion over the next two
years in India in expanding its network infrastructure and distribution channel in the country,”
according to Mr Vittorio Colao, CEO, Vodafone Plc.
History
Telecom in the real sense means transfer of information between two distant points in space. The
popular meaning of telecom always involves electrical signals and nowadays people exclude

8. 8
postal or any other raw telecommunication methods from its meaning. Therefore, the history
of Indian telecom can be started with the introduction of telegraph.
Introduction of the telephone
In 1880, two telephone companies namely The Oriental Telephone Company Ltd. and The Anglo-
Indian Telephone Company Ltd. approached the Government of India to establish telephone
exchanges in India. The permission was refused on the grounds that the establishment of
telephones was a Government monopoly and that the Government itself would undertake the
work. By 1881, the Government changed its earlier decision and a licence was granted to the
Oriental Telephone Company Limited of England for opening telephone exchanges at
Kolkata, Mumbai, Chennai (Madras) and Ahmedabad. 28 January 1882, is a Red Letter Day
in the history of telephone in India. On this day Major E. Baring, Member of the Governor
General of India's Council declared open the Telephone Exchange in Kolkata, Chennai and
Mumbai. The exchange at Kolkata named "Central Exchange" was opened at third floor of
the building at 7, Council House Street
Key Statistics
The telecommunications industry attracted foreign direct investments (FDI) worth US$ 12,889
million in the period April 2000–September 2013, according to data published by the
Department of Industrial Policy and Promotion (DIPP).
The country’s GSM operators added 1.66 million rural subscribers in October, taking their overall
user base to 274.32 million, according to data released by the Cellular Operators’ Association
of India (COAI). The telecom companies are looking at rural India to add users and revenues.
Market Dynamics
India could emerge as a low-cost hub for testing security-sensitive IT products used in telephone and
other critical infrastructure networks, with the country being recently given the 'authorising
member nation' status in the Common Criteria Recognition Arrangement (CCRA).
Laboratories in India could offer testing services at much lower costs compared to other
CCRA labs in Western markets, highlighted Mr Rajan Mathews, Director General, COAI –
the industry body representing GSM operators.
India has over 50 per cent mobile-only internet users, possibly the world’s highest compared to 20–
25 per cent across developed countries, according to Avendus Capital. More so, gaining

9. 9
impetus from the increasing penetration of smartphones and a whole host of mobile-only
content, the Indian mobile advertising market is estimated to reach Rs 2,800 crore (US$
457.52 million) by 2016 from the current Rs 180 crore (US$ 29.41 million).
Increasing demand for smartphones and availability of high speed networks, such as 3G and 4G
services, has resulted in the rapid growth of the Indian market, besides offering immense
opportunities to players involved in the business. The RNCOS’ research study, ‘Indian Mobile
Gaming Market Forecast to 2017’ estimated the market to reach Rs 18.5 billion (US$ 302.28
million) in 2017 and grow at a CAGR of nearly 24 per cent during the period 2013–2017.
Key Developments & Investments
Vodafone India, the local arm of UK's Vodafone Group Plc, plans to spend around Rs 7,000
crore (US$ 1.14 billion) in the country, in addition to its annual capex of Rs 5,000 crore (US$
817 million) over the next few years, to expand its data network and coverage, said Mr Marten
Pieters, CEO, Managing Director, Vodafone India.
ZTE Corp is targeting US$ 800 million revenue from India next year. The company expects
a significant portion of the revenue growth to come from its handset business. In addition,
ZTE has bagged a deal to manage Airtel’s 4G network in Kolkata and Punjab.
The Chennai-based mobile phone retailer, UniverCell will double its retail footprint to 1,000
outlets by the end of March 2015 from the present 500.
Viom Networks is looking to add between 1,500 and 2,000 mobile towers by this fiscal end.
The company is expected to invest approximately Rs 150 crore (US$ 24.51 million).
Micromax will start assembling phones at its Rudrapur plant by the first quarter of 2014. The
facility employs over 400 people.
Road Ahead
The DoT will encourage telecom service providers to share their infrastructure, according to Mr M F
Farooqui, Telcom Secretary, and Government of India. The telecom industry and the
Government need to work together to attract investments and exploit advances in technology.
With the success in voice-connectivity being carried forward to data and emerging
technologies including cloud computing, the government is targeting broadband connectivity
from 15 million currently to over 600 million in 2020.
On the back of the ongoing investments into infrastructure, the country is projected to witness high
penetration of internet, broadband, and mobile subscribers in the near future. Various policy

10. 10
initiatives by the Indian government have led to a complete transformation of the industry in
the last decade. It has achieved a phenomenal growth during the last few years and is poised
to grow further.
The real-action starts now for the Indian telecom industry at the onset of new financial year. Amidst
the scams and licensing issues, India is still one of the fastest growing telecom markets. The
growth is driven by increased adoption of mobile phones and seamless rural connectivity.
There is still ample space for growth left in the market, before moving to maturity and
consolidation efforts.
Technology will hold the key
The market is likely to move towards adoption of LTE and 4G over the coming year. Enhanced
bandwidth, flexibility, and agility provided by technology adoption will enable an advanced
telecom ecosystem.
Operators will need to do a lot of technology revamp across infrastructure, and deploy specialized
applications like analytics in order to win the new age market. Applications that support new
business models like mobile money and mobile advertising, as well as provide actionable
insights into areas like customer experience will enable success in leveraging the market
conditions. Transactions in the e-commerce space are likely to reach the peak of the hype
cycle and online security becomes a real threat. Significant upgrade of technical capabilities
will be required to enable integration of subscriber databases with Aadhaar numbers.
Telecom and mobile communications are enabling other industry sectors such as banking, energy,
education, health etc. Telecom will thus become a pivotal industry in enabling industry
convergence.

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COMPANY PROFILE
Bharti airtel limited is a leading global telecommunications company with operations in 19 countries
across Asia and Africa. The company offers mobile voice & data services, fixed line, high
speed broadband, IPTV, DTH, turnkey telecom solutions for enterprises and national &
international long distance services to carriers. Bharti airtel has been ranked among the six
best performing technology companies in the world by business week. Bharti airtel had 200
million customers across its operations.
Bharti Airtel Limited is a leading global telecommunications company with operations in 20 countries
across Asia and Africa. Headquartered in New Delhi, India, the company ranks amongst the
top 4 mobile service providers globally in terms of subscribers. In India, the company's
product offerings include 2G, 3G and 4G wireless services, mobile commerce, fixed line
services, high speed DSL broadband, IPTV, DTH, enterprise services including national &
international long distance services to carriers. In the rest of the geographies, it offers 2G, 3G
wireless services and mobile commerce. Bharti Airtel had over 269 million customers across
its operations at the end of March 2013.
Highlights
Bharti Airtel becomes the fourth largest mobile operator in the world
Airtel launches Mobile Services in Lakshadweep
On 12th December 2012, enjoy a day of great shopping deals on www.airtel.in
Education is now available anytime, anywhere with Airtel mEducation
Our Vision & promise
By 2015 airtel will be the most loved brand, enriching the lives of millions.
Enriching lives means putting the customer at the heart of everything we do. We will meet their needs
based on our deep understanding of their ambitions, wherever they are. By having this focus
we will enrich our own lives and those of our other key stakeholders”.
DATA ANALYSIS AND INTERPRETATION

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The 100 respondents were asked to scale the performance of various brands
You
1. Do you use teleservices(cell or Landline)?
Table 1.1:
Options Number of Respondents
YES 50
No 0
Total 50
Graph 1.2
Interpretation:
From above pie chart it can be stated that 100% people using tele services for their
constructions
2. Which tele services do you use?
Table 2.1
Type of system Number of Respondents
0
10
20
30
40
50
60
YES No Total
Number of Respondents

13. 13
AIRTEL 25
VODAFONE 5
TATA INDICOM 6
RELIANCE 7
Others 7
Total 50
Graph 2.2
Interpretation:
From above it can be stated that 50% of people using AIRTEL
10% of people using VODAFONE teleservices ,
12% of people using TATA teleservices ,
13% of people using RELIANCE teleservices ,
15% of people use other brands.
3) Which Kind of service are you using? Please mention?
Table 3.1
Type of service No. of respondents Percentage
Fixed line service 14 28%
Mobiles 30 60%
0
10
20
30
40
50
60
Number of Respondents
Number of Respondents

14. 14
Walky 6 12%
Total 50 100%
Graph 3.2
Kind of service:
Interpretation:
From the above table it can be seen that 60% of them are using mobile services, while 27% are using
fixed line services, and the remaining 3% are using walky services.
4..What are the valuable attributes you normally look for while purchasing a teleservices?
Table 4.1
Attributes Number of preference of attribute
Quality 12
Price 4
0
10
20
30
40
50
60
YES No Total
Number of Respondents

15. 15
Brand Name 20
Tariff 6
Service 5
Performance 3
Total 50
Graph 4.2
Interpretation:
From above pie chart it can be stated that people give preference 40% to brand name,
25% to quality,
8% to price,
12% to comfort,
10% to service, and
5% to performance
5) Why do you prefer this service?
Table 5.1
Particulars No. of respondents Percentage
Convenience 26 53%
Economical 15 30%
Security 02 04%
Features 07 13%
Total 50 100%
0
10
20
30
40
50
60
YES No Total
Number of Respondents

16. 16
Graph 5.2
Preferring for this service:
Interpretation:
In today’s busy world convenience seems to be the most overriding factor while preferring cellular
service. It is clear that 53% of the respondents have preferred this service due to easy & hands
free availability, making it convenient to use it. On the other hand 30% have said the economy
of the service, while 13% of the respondents have given features as their choice. While a
meager 4% of the said security as the reason for preferring the service.
6. How do you feel about the pricing of AIRTEL services as compared with others?
Table 6.1
No. Of respondents Percentage
Expensive 00 00%
Competitive 48 96%
Can’t say 02 04%
Total 50 100%
0
10
20
30
40
50
60
YES No Total
Number of Respondents

17. 17
Graph 6.2
INTERPRETATION:
The feelings of customers of AIRTEL about the pricing of the services is, 96% of
them are satisfied and feel the prices are comparable with others and 4% of them are not
satisfied with the pricing of the company as they feel the prices are not competitive enough.
7. Are you aware of AIRTEL Teleservices?
Table 7.1
Options Number of Respondents percentage
YES 35 70
No 15 30
Total 100 100
Graph 7.2
0
10
20
30
40
50
60
Expensive Competitive Can’t say Total
Series1

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INTERPRETATION:
From above pie chart it can be stated that 70% people are aware of AIRTEL teleservices,
30% are not aware system.
8. You heard about AIRTEL Teleservices through?..
Table 8.1
Source Number of Respondents Percentage
Friends 20 40
Advertisements 12 24
Tele call 3 6
Event 10 20
0
10
20
30
40
50
60
70
80
YES No
Series1

19. 19
Consultant 5 10
Total 50 100
Graph 8.2
INTERPRETATION:
From the above we can state that 40% people heard about the Labcal through friends,
24% through advertisements,
6% through tele call,
20% through event and
10% through consultant.
9. Why you have chooses AIRTEL Teleservices?
Table 9.1
Attributes Respondent towards preference
attribute
percentage
Features 15 30
Better service 10 20
0
20
40
60
80
100
120
Series1

20. 20
Brand name 20 40
All the above 5 10
Total 50 100
Graph 9.2
INTERPRETATION:
From above pie chart it can be stated that people give preference 40% to brand name,
30% to features,
20% to better service,
10. Services provided by AIRTEL Teleservices?
Table 10.1
Service provided Number of Respondents percentage
Excellent 30 60
Very good 10 20
Good 5 10
0
20
40
60
80
100
120
Features Better
service
Brand name All the
above
Total
Series1

21. 21
Average 5 10
Poor 0 0
Total 50 100
Graph 10.2
INTERPRETATION:
From above pie chart it can be stated that the service provided
by Labcal is 60% excellent,
20% very good,
10% good and 10% average.
11. When did you getting your order?
Table 11.1
Duration Number of Respondents Percentage
One day 40 80
With in a week 10 20
0
20
40
60
80
100
120
Excellent Very good Good Average Poor Total
Series1

22. 22
1week 0 0
1-2 week 0 0
Total 50 100
Graph 11.2
INTERPRETATION:
From above pie chart it can be stated that the percentage of people who are getting their orders
on that it self is 80%,
With in a week is 20%, &one week is 0%. And 0% of people getting with in 1-2 week.
12) Is CLIP facility providing by the services is sufficient & convenient to you?
Table 12.1
options No. of respondents Percentage
Yes 50 100%
0
20
40
60
80
100
120
One day With in a
week
1week 1-2 week Total
Series1

23. 23
No 00 0%
Total 50 100%
Graph 12.2
Opinion about CLIP facility:
INTERPRETATION:
From the above analysis it is clear that 100% of the respondents are feeling happy and feel the clip
facility is sufficient and convenient to them.
13) Do you want any additional features to be included to you service in future?
options No. of respondents Percentage
Yes 34 67%
0%
20%
40%
60%
80%
100%
120%
Yes No
Series1

24. 24
No 16 33%
Total 50 100%
Table 13.1
Graph 13.2
additional features:
INTERPRETATION:
From the above table it is clear that 67% of the total respondents are desirous of having some new
features like call waiting, GPRS, MMS etc., to be included in this service in future, and the
remaining 23% respondents do not want any changes as far as the additional features are
concerned.
14 )Stock out problems
Table 14.1
Dealers opinion Number of respondents Percentage
Frequently 0 0
0%
20%
40%
60%
80%
100%
120%
Yes No Total
Series1

25. 25
Rarely 5 10
No 45 90
Total 50 100
Graph 14.2
INTERPRETATION: -
90% of the customers are getting satisfied with the supply of Airtel tele services by
expressing that they do not come across stock out problem.
15) Customer’s satisfaction on supply of product Information (Advertisement)
Table 15.1
Dealers Opinion No. of. Respondents Percentage
0
20
40
60
80
100
120
Frequently Rarely No Total
Series1

26. 26
Highly satisfied 12 24
Moderately satisfied 12 24
Satisfied 24 48
Dissatisfied 2 4
Highly dissatisfied 0 0
Total 50 100
Graph 15.2
INTERPRETATION: -
48% of the customers are satisfying by the supply and 24% moderately satisfying,
24% highly satisfied and 2% dissatisfied.
16) Customers satisfaction on in time deliveries
Table 16.1
Dealers opinion No. Of. Respondents Percentage
0
20
40
60
80
100
120
Series1

27. 27
Highly satisfied 2 4
Moderately satisfied 16 32
Satisfied 32 64
Dissatisfied 0 0
Highly dissatisfied 0 0
Total 50 100
Graph 16.2
INTERPRETATION:-
The majority of the dealers are satisfied with the mode of dispatch by the company
17) Customers’ Awareness’?
Table 17.1
0
20
40
60
80
100
120
Series1

28. 28
Dealers opinion No. Of. Respondents Percentage
Advertisement 19 38
Campaign 4 8
Dealer 27 54
Others 0 0
Total 50 100
Graph 17.2
INTERPRETATION:-
The above table shows that 54% respondents are saying that customers play majors in
customer’s awareness about the product. And 38% of respondents are stating that
advertisement is second highest promotional activity to create awareness in the minds of
customer.
18) Sales satisfaction?
Table 18.1
Dealers opinion No. of. Respondents Percentage
0
20
40
60
80
100
120
Series1

29. 29
Highly satisfied 4 8
Moderately satisfied 11 22
Satisfied 30 60
Dissatisfied 0 0
Highly dissatisfied 0 0
Total 50 100
Graph 18.2
INTERPRETATION:-
60% are satisfying the sale of Airtel tele service Product following 22% if the dealers
moderately satisfied, 18% of were highly satisfied.
19) Demand estimation on various products
Table 19.1
Dealers opinion No. of. Respondents Percentage
0
20
40
60
80
100
120
Series1

30. 30
Past sales 9 18
Seasonal 13 26
Orders 28 56
Others 0 0
Total 50 100
Graph 19.2
INTERPRETATION:-
The high percent of dealers are estimating the demand for the product through orders
and 26%of are estimating on seasonal base.
FINDINGS
● it can be stated that 100% of people in survey using teleservices for their constructions
0
20
40
60
80
100
120
Past sales Seasonal Orders Others Total
Series1

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● it can be stated that 50% of people using AIRTEL Teleservices,10% of people using
Vodafone teleservices , 12% of people using tata teleservices , 13% of people reliance
teleservices , 15% of people having other brands.
● it can be stated that people give preference 40% to brand name,25% to quality,8%
to price, , 12% to comfort,10% to service,5% to performance.
● it can be stated that 70% people are aware of AIRTEL, 30% are not aware system.
● we can state that 40% people heard about the AIRTEL through friends, 24% through
advertisements, 6% through tele call, 20% through event and 10% through consultant
● it can be stated that people give preference 40% to brand name, 30% to features, 20%
to better service, 10% to all the above attributes.
SUGGESTIONS
● The company should maintain their market position and try to increase their
customers.
● Enough stock should keep in stockiest place& retailers place

32. 32
● To enable the customers to get in touch with the service personal more easily, the
number of direct phones should be increase or provide the toll free number to give
solutions of constructions.
● Periodically, review meetings with the customers in different areas should be
convinced, to have a general consensus regarding problems being faced by them.
● To increase sales of the teleservices, the company should concentrate on
advertisements and try to provide special offers.
● If the company reduce the price of the teleservicess for who purchase huge quantities,
then sales will be increased dramatically.
CONCLUSION
The analysis of the data obtained the market research has led to many interpretations
on the teleservices brands. In course of conducting marketing survey some value and useful
information was given by respondent.
Advertising in papers, hoardings and enquire consider to be ineffective avenue for securing
information about AIRTEL teleservices.

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Users find AIRTEL as one which provides security for Users and reliable and feasible.
The overall conclusion of the study is the AIRTEL Teleservices offering better
services which make Users feel happy and comfortable.
BIBLIOGRAPHY
PHILIP KOTLER 2000/e - MARKETING MANAGEMENT
PHILIP KOTLER &

34. 34
GARY ARMSTRONG - PRINCIPLES OF MARKETING
G.C. BERI - MARKETING RESEARCH
www.google.com
www.airtel.com
www.indianbrands.com
QUESTIONNAIRE
Name of Respondent :50__________________________________
Designation : _Students, Employer and Employee_ Age : _18-45_
Address : ______Rajahmundry_________________________

35. 35
Phone No. :___________
Email id :________
1. Do you use teleservices? ( )
A.Yes B.No
2. Which brands do you use for your constructions?
AIRTEL RELIANCE
VODAFONE Other’s(specify)
TATA
What are the value attributes you normally look while purchasing a teleservices?
(Please rank)
Delivery Quality
Price Brand Image
Comfort Service
Performance Other’s (please specify)
4. Are you aware of AIRTEL Teleservices? ( )
A.Yes B.No
5. You heard about AIRTEL Teleservices through? ( )
A. Reference B. Add C.Tele call D. Event Consultant
6. Why you have chooses AIRTEL Teleservices? ( )
A. Features B. Better service C. Brand Image D. All the above
7. How many days it takes to deliver your order? ( )
A. within a day B. within a week C.1 week D. 1-2 week

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9. Service provided by AIRTEL Teleservices? ( )
A. Excellent B. Very good C. Good D. Average E.Poor
10. Why are you chosen___________ shop?
Reason: _______________________________________________.
11. Do you know any person in that shop (YES/NO)
If know please tell me details: _______________________________
________________________________.
12. Mention your valuable suggestions
_____________________________________________________________