This document provides a literature review on consumer attitudes and perceptions. It defines key concepts such as perception, which is how consumers process and interpret marketing stimuli, and attitude, which consists of cognitive, affective, and behavioral components regarding a brand or product. The review discusses how perceptions are formed based on stimulus characteristics and consumer traits, and how attitudes develop from beliefs, feelings, and purchase intentions influenced by personal experience and marketing. It establishes a theoretical framework for understanding consumer behavior relevant to the project.

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INDIAN INSTITUTE OF
SOCIAL WELFARE AND BUSINESS MANAGEMENT
2012-15
Prepared by: SANTANU KARMAKAR
PGDBM
Roll No: 36/2015 • Session: 2012-15
Marketing Management
Under Guidance
of
Prof. Dibyendu Nandy
PROJECT REPORT ON
STUDY ON CONSUMER ATTITUDE AND ACCEPTANCE
TOWARDS PLATINUM 3G OF AIRTEL

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To Whom It May Concern
This to certify That Mr. Santanu Karmakar a student of the reputed institute of
IISWBM undergoing PGDBM,6th semester with Marketing specialization has done his
final project named “Study On Consumer Attitude And Acceptance Towards
Platinum 3G Of Airtel” under my guidance and supervision.
I hereby certify the authenticity of the project manuscript and wish him all success in
his career.
---------------------------
Prof. Dibyendu Nandy
(Internal Project Guide)

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To Whom It May Concern
This to certify that Mr. Santanu Karmakar working in Airtel has done his final Project
named “Study On ConsumerAttitude And Acceptance Towards Platinum 3G Of
Airtel” under my guidance and supervision.
I hereby certify the authenticity of the project manuscript and wish him all success in
his career.
------------------------
Soumya Dev Mitra
Head-Marketing Communication
(West Bengal Telecom Circle)
(External Project Guide)

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ACKNOWLEDGEMENT
At the very outset, I take opportunity to express my sincere regards & gratitude
for every individual linked with my Research work. Written words have an
unfortunate tendency to degenerate genuine gratitude into a stilted formality.
However, written communication is the only one way to record one’s
thankfulness for posterity. I am grateful for the inspiration & wisdom of many
people who have enriched & improved my thinking through their conversations.
First & foremost, I would like to express my sincere gratitude towards my
External Guide Mr. Soumya Dev Mitra (Head-Marketing Communication-West
Bengal Telecom Circle, Airtel), and his relevant support, guidance, valuable
advice & suggestions. Their vision & the valuable time that they shared with me
will always be a source of inspiration for me.
Then I would like to thank my Internal Guide, Prof. Dibyendu Nandy, who
allowed me to initiate the project & provided valuable suggestions and guidance
during the whole project. His perspective has encouraged me to incorporate a
different dimension to the project.
I am grateful to all my supportive colleagues who helped me getting
appointments with the respondents. I am obliged to all my respondents who

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accommodated time for the interviews to be conducted in spite of their busy
schedules.
Finally I also extend my heartiest thanks to all my friends, associates and well-
wishers for being with me and extending encouragement throughout the project
I take no credit for this achievement but take the responsibility of any mistake &
inaccuracy.
SANTANU KARMAKAR
Roll No: 36/2015
Session:2012-15

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TABLE OF CONTANTS PAGE NO
1. PREFACE 08
2. INTRODUCTION 09-11
3. PROJECT SUMMERY 12
4. LITERATURE REVIEW 13-28
5. PROBLEM STATEMENT 29-30
6. SCOPE OF THE STYDY 31
7. CONCEPTUAL FRAMEWORK 32-33
8. ORGANIZATION PROFILE 34-37
9. RESEARCH METHODOLOGY 38-40
10. ANALYSIS (QUESTIONNAIRE I &II) 41-51
11. FINDINGS 52-53
12. CONCLUSION 54
13. LIMITATION 55
14. ANNEXTURE(QUESTIONNAIRE I &II) 56-60
15. BIBILOGRAPHY 61

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LIST OF ABBREVIATIONS
1. VAS-Value Added Services.
2. CRM-Customer Relationship Management.
3. OSS-Operating System Support.
4. TRA- Theory of Reasoned Action.
5. TPB- Theory of Planned Behaviour.
6. TAM- Technology Acceptance Model.
7. PD-Premium Dealer.
8. Ei- Evaluation of the attribute as being good or bad
9. Bi- Belief about the brand’s possessionof the attribute
10. A-Attitude toward the brand
11. NB-Normative beliefs (what we think others would want us to do)
12. MC-Motivation to comply with their wishes
13. SN- Subjective Norms

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PREFACE
Airtel has been the market leader with its products and wide range of services. As a
Bharati Group they have all the right features to sustain itself in the highly competitive
market of cellular industry. These concepts have motivated me to go deep into the
study of consumer attitude and acceptance pattern on the cellular phone industry and
to find out the future strategy and market potential of Airtel.
These things are covered in depth and an effort is being made to understand the
consumer behaviour in cellular market of Kolkata and suburbs among the various
market segments and suggesting the action plan.

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INTRODUCTION
Consumer attitudes is a composite of three elements: cognitive information, affective
information and information concerning a consumer's past behaviour and future
intentions. In other words, attitude consists of thoughts or beliefs, feelings, and
behaviours or intentions towards a particular thing, which in this case is usually a good
or service. For example, you may have a very positive view of a particular sports car
(for example, you believe it performs better than most), it makes you feel good, and
you intend to buy it.
History of Consumer Attitude and Belief
Consumer attitudes are a composite of a consumer’s (1) Beliefs about (2) Feelings
about (3) Behavioural intentions toward some object-within the context of marketing,
usually a brand or retail store. These components are viewed together since they are
highly interdependent and together represent forces that influence how the consumer
will react to the object.

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Beliefs The first component is beliefs. A consumer may hold both positive beliefs
toward an object (e.g., coffee tastes good) as well as negative beliefs (e.g., coffee is
easily spilled and stains papers). In addition, some beliefs may be neutral (coffee is
black), and some may be differ in valance depending on the person or the situation
(e.g., coffee is hot and stimulates--good on a cold morning, but not good on a hot
summer evening when one wants to sleep). Note also that the beliefs that consumers
hold need not be accurate (e.g., that pork contains little fat), and some beliefs may,
upon closer examination, be contradictory (e.g., that a historical figure was a good
person but also owned slaves).
Since a consumer holds many beliefs, it may often be difficult to get down to a
“bottom line” overall belief about whether an object such as McDonald’s is overall
good or bad.
The current scenario of Cellular Phone Industry when everybody is talking about
KNOWING THE CONSUMER BETTER, it was a major challenge to carry out the
study in the highly sensitive market in Kolkata.
In the modern day competitive environment when people are heavily relying on the
faster connectivity of internet 3G-Platinum services, Airtel has been recognised as one
of the most successful service provider across India.
The project however around certain market challenges, which included:
 Hugely scattered market.
 Characteristics vary with each segment.
 Every growing expectation of the customers.

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 Heavily price competition.
 Presence of other big brands.
However, during research I tried to find out the different segment of market where the
demand for cellular phone exists, also segment wise expectations of the customers and
their behaviour patterns were identified. The research methodology used was the
survey and interviewing of potential and existing customers, which helped me to
identify the problem areas related to Consumer attitude and acceptance towards the
brand Airtel Platinum 3G products.
However, Airtel has offered according to the needs and demands of the customers
ranging from world class internet surfing and huge ranges of VAS offering cost
effectiveness and value of money. The researcher will be happy and amply rewarded if
these project report helps in marketing emolliate performance for future prospects of
Airtel.

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PROJECT SUMMARY
At the very onset, the clear findings mark a specific distinctiveness of consumer
attitude and acceptance towards a specific brand in our competitive market. However,
if measures the consumer attitude and acceptance we mainly analysis the fishbone.
Comparison is to be made between the various brands namely Vodaphone, Idea
including Airtel.
A marketer’s point of view strategically would flourish only on the brand image and
therefore culminate into various other findings that are mentioned not necessarily from
the resource point of view. So one can estimate the findings made in this research and
study depend on both sides and to get to the bottom finding one has to chalk out each
brands Positivity as well as the Negativity. We find the problem statement, scope of
study & draw a conceptual framework collecting the data, taking hypothesis and
design a set of questionnaires.
After that analysis the questionnaires and finding the output.
As mentioned that the product (Platinum 3G) have already created their own specific
niche. To estimate their distinctiveness on these criteria’s doesn’t standout. It only
depends upon the marketer and the study he grows upon the various brands offered to
him in the market.

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LITERATURE REVIEW
The theoretical framework of this study focuses on customer attitude and perception
with regard to the meanings of core concepts, their importance for the success of a
business and the challenges for marketers to set marketing plans and programs in line
with these concepts.
In this portion we discuss the concepts of attitude and perception. And in the
subsequent section the researches previously done on similar topics are reviewed.
Perception and Attitude
Perception
One of the key elements of a successful marketing strategy is the development of
product and promotional stimuli that consumers will perceive as relevant to their
needs. (Henry Assael: 2001)
Perception is the process of sensing, selecting and interpreting the stimuli of the
external world into an internal (mental) world. In other word, perception is the process
by which the brain attempts to describe objects and events in the external world based
on sensory inputs and knowledge. (Schiffman and Kanuk: 2000)
Kotler (2005) states that the process ofperception formation passes through four steps:
in the first step, consumer receives information from outside; in the second step,
he/she selects the information; in the third step information is organized and in the last
step the information is interpret. Perception is regarded as the keystone of building

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knowledge, not just about products but about everything else in the world. People have
their own perception of products and everything else. The way people select and
interpret products will be very different from the way someone else selects and
interprets them.
Perception plays a major role in the stage of buying decision making where
alternatives are identified. What we perceive depends on the object and our
experiences. Every day we come in contact with an enormous number of marketing
stimuli. The product and its components (package, contents, and physical properties)
are primary (intrinsic) stimuli. Communications designed to influence consumer
behavior are secondary (extrinsic) stimuli that represent the product either through
words, pictures and symbolism or through other stimuli associated with the product
(price, store in which purchased, effect of salesperson). (Henry Assael: 2001).
Two key factors determine which stimuli consumers will perceive and how they will
interpret them: the characteristics of stimulus and the consumers’ ability to perceive
the stimulus. These two influences interact in determining consumer perceptions.
Stimulus characteristics affecting perception can be divided into sensory elements and
structural elements. Both have implications for product development and advertising.
Sensory elements are composed of color, smell, taste, sound and feel. The structural
elements applied primarily to print advertising, such as size, position, contrast, novelty
of the ad.
Consumer characteristics affecting perception are ability to discriminate between
stimuli and propensity to generalize from one stimulus to another.

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One of the basic questions regarding the effect of marketing stimuli on perceptions is
whether consumers can discriminate among differences in stimuli. Do consumers
perceive differences between brands in taste, feel, price and shape of the package?
The ability to discriminate among stimuli is learned. Generally, frequent users of a
product are better able to notice small differences in product characteristics between
brands. However, in many cases, the consumers’ ability to discriminate sensory
characteristics such as taste and feel is small. As a result marketers rely on advertising
to convey brand differences that physical characteristics alone would not impart. They
attempt to create a brand image that will convince consumers that one brand is better
than another.
Consumers develop not only a capacity to discriminate between stimuli but also
capacity to generalize from one similar stimulus to another. The process of stimulus
generalization occurs when two stimuli are seen as similar (contiguous), and the
effects of one, therefore, can be substituted for the effect of another.
Brand loyalty is a form of stimulus generalization. The consumer assumes that
positive past experiences with the brand will be repeated. Therefore, a consumer does
not need to make a separate judgment with each purchase.
Perceptual categorization is also a form of stimulus generalization. As new products
are introduced, consumers generalize from past experience to categorize them. (ibid)
When the individual constructs a perception, he or she assembles information to map
what is happening in the outside world. This mapping will be affected by the
following factors (Blythe: 2008):

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 Subjectivity: This is the existing world view within the individual, and it is
unique to that individual. For example, the information is subjective in that the
consumer will base decisions on the selected information. Each of us selects
differently from environment and each of us has differing views.
 Categorization: This is the “pigeonholing” of information, and the prejudging
of events and products.
 Selectivity: This is the degree to which the brain is selecting from the
environment. It is a function of how much is going on around the individual,
and also of how selective (concentrated) the individual is on the current task.
It will depend on the individual’s interest and motivation regarding the subject
area.
 Expectations: It leads individuals to interpret information in a specific way
later.
 Past experience: Sometimes sights, smells or sounds from our past will trigger
appropriate response. If the consumer has had bad experiences of purchasing
products, this might lead to a general perception that these products are of
poor quality.
Attitude
After consumers perceive and process information, they develop beliefs about and
preferences for the brands based on the information they have processed. These
beliefs and preferences define consumer attitudes toward a brand. In turn, their

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attitudes toward a brand often directly influence whether they will buy it or not.
(Henry Assael: 2001)
Attitudes are not directly observable but must be inferred from what people say or
what they do. Consistency of purchases, recommendations to others, top rankings,
beliefs, evaluations and intentions are related to attitudes. (Schiffman and Kanuk:
2000)
Attitudes may be positive, negative, or neutral (valence); may vary in intensity
(extremity); can be more or less resistant to change; and may be believed with
differing levels of confidence or conviction. (Keith Walley et al.: 2009)
According to Schiffman and Kanuk (2000), attitude consists of three major
components: a cognitive component (belief), an affective component (feelings or
emotions) and a conation component (behavioural intention).
The cognitive component is related to knowledge and perceptions that are acquired
by a combination of direct experience with the attitude object and related
information from various sources. This knowledge and resulting perceptions
commonly take the form of beliefs, i.e. the consumer believes that the attitude
object possesses various attributes and that specific will lead to specific outcomes.
And affective component of an attitude constitute the emotions and feeling of a
consumer about a product or brand. And this component indicates the extent to
which the individual rates the attitude object as ‘favourable’ or ‘unfavourable’,
‘good’ or ‘bad’. The conation component is concerned with likelihood or tendency

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that an individual will undertake a specific action or behave in a particular way
with regard to the attitude object.
Figure 1: Three components of attitude
Source: Henry Assael (2001)
The formation of consumer attitudes is strongly influenced by personal experience,
the influence of family and friends, direct marketing, mass media and internet.
(Schiffman and Kanuk: 2000)
A primary means by which attitudes toward goods and services are formed is
through the consumer’s direct experience, marketers frequently attempt to
stimulate trial of new products by offering cents-off coupons or even free samples.
Cognitive
Component
Brandbeliefs
Affective
Component
Brand evaluation
Conative
Component
Intentiontobuy
Behavior

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The family is an extremely important source of influence on the formation of
attitudes, for it is the family that provides us with many of our basic values and a
wide range of less central beliefs.
Impact of advertising messages on attitude formation is the level of realism that is
provided. Attitudes that develop through direct experience (e.g. product usage) tend
to be more confidently held and more enduring.
Attitudes are relatively consistent with behaviour they reflect. However, despite
their consistency, attitudes are not necessarily permanent they do change. One
method for changing motivation is known as functional approach. According to this
approach, attitudes can be classified in terms of four functions: the utilitarian
function, the ego defensive function, the value expressive function and the
knowledge function. (ibid)
The utilitarian function
When a product has been useful or helped us in the pat, our attitude toward it
tends to be favourable. One way of changing attitudes in favour of a productis by
showing people that it can serve a utilitarian purpose that they may not have
considered.
The ego defensive function
Most people want to protect their self images from inner feelings of doubt. They
want to replace their uncertainty with a senseof security and personalconfidence.

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The value expressive function
Attitudes are an expression or reflection of consumer’s general values, lifestyle
and outlook.
The knowledge function
Individuals generally have a strong need to know and understand the people and
things they encounter. The consumer’s ‘need to know’, a cognitive need, is
important to marketers concerned with productpositioning. Indeed, many product
and brand positioning are attempts to satisfy the need to know and improve the
consumer’s attitudes toward the brand by emphasizing its advantages over
competitive brands.
An attitude can serve more than one function, but in many cases a particular one
will be dominant. By identifying the dominant function a product serves for
consumers (i.e. what benefits it provides); marketers can emphasize these benefits
in their communications and packaging. Ads relevant to the function prompt more
favourable thoughts about what is being marketed and can result in a heightened
preference for both the ad and the product. (Michael Solomon et. al.:2006)
The Fishbein model
The most influential multi-attribute model of attitude is the “Fishbein model”,
named after its primary developer. The model measures three components of
attitude:
1. Salient beliefs: people have about an attitude object (those beliefs about the
object that are considered during evaluation).

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2. Object-attribute linkages: or the probability that a particular object has an
important attribute.
3. Evaluation: of each of the important attributes.
Note, however, that the model makes some assumptions that may not always be
warranted. It assumes that we have been able to specify adequately all the
relevant attributes that, for example, a student will use in evaluating his or her
choice about which college to attend. The model also assumes that he or she
will go through the process (formally or informally) of identifying a set of
relevant attributes, weighing them and summing them.
Although this particular decision is likely to be highly involving, it is still
possible that his or her attitude will be formed by an overall affective response
(a process known as affect-referral).
Attitude measurement of Fishbein analysis
Ao = biei
where, Ao = Attitude toward the object (brand)
bi = belief about the brand’s possession of the attribute
ei = evaluation of the attribute as being good or bad
n = there are a limited number (n) of attributes which the person
will consider
The extended Fishbein model
The original Fishbein model, which focused on measuring a consumer’s attitude
towards a product, has been extended in a number of ways to improve its
predictive ability.

n
i=1

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The revised version is called the theory of reasoned action. The model is still
not perfect, but its ability to predict relevant behavior has been improved. Some
of the modifications to this model are considered here.
Extended Fishben Model Analysis
B≈ BI = [Aact]wo + [NB . MC]w1………..(1)
Where NB = a normative belief, that is, the degree of belief that others expect or
do not expect the individual to perform a specific act; MC = motivation to
comply or not comply with the expectation of others; and all other elements
have been previously defined. The model purports to predict and explain human
behavior. Fishbein (1973) suggests the model is appropriate for 11 numbers of
behavioural criteria, but applications are very restrictive due to a set of
exogenous variables.
In addition to form (1), Fishbein has offered two basic alternative formulations
of the model. The first alternative form involves a departure from Dulany's
conceptualization in which a third component, personal normative beliefs
(NBp), is considered by Fishbein(1967). This component is described as The
individual belief about what he personally feels he should do (i.e., a personal
norm or rule of behavior) (Fishbein, 1967, p. 489).
This modified formulation is
B ≈ [Aact]wo + [NBs . MCs]Wl + [NBp . MCp]w2…….(2)

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where p and s refer to personal and social norms respectively. Fishbein's
addition of the personal norm component was his initial method of handling the
question of whether NB referred to a personal norm, a social norm, or both.
A third form of the extended Fishbein model results from recognition that NBs
may result from several sources
This formulation is modelled as
𝐵 ≅ 𝐵1 = [ 𝐴𝐶𝑇] 𝑊0 + [∑ 𝑁𝐵𝑗𝑀𝐶𝑗]𝑤1𝐾
𝐽=1 ………….(3)
where NBj = the degree of belief or disbelief that a specific act is expected of
the individual by the jth person or group, and MCj = the individual's motivation
to comply or not to comply with the expectation of the jth person or group.
Model forms (1), (2), and (3) imply the attitudinal
and normative constructs are additive, that is, they are independent of one
another. Fishbein does not explicitly state his argument for an additive model.
He seems to imply that the process of formation of these constructs is
sufficiently different to ensure a high degree of independence.
Intentions vs. behaviour
Many factors might interfere with actual behaviour, even if the consumer’s
intentions are sincere. He or she might save up with the intention of buying a
stereo system. In the interim, though, any number of things – being made
redundant or finding that the desired model is out of stock – could happen. It is
not surprising, then, that in some instances past purchase behavior has been
found to be a better predictor of future behaviour than is a consumer’s

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behavioural intention.49 the theory of reasoned action aims to measure
behavioural intentions, recognizing that certain uncontrollable factors inhibit
prediction of actual behaviour.
Social pressure
The theory acknowledges the power of other people in influencing behaviour.
Many of our behaviours are not determined in isolation. Much as we may hate
to admit it, what we think others would like us to do may be more relevant than
our own individual preferences. (ibid)
Review of previous researches
Behavior is determined by intentions, which are in turn determined by attitudes and
subjective norms (Ajzen and Fishbein et. al, 1980 cited in Huang, Lee and Ho:
2003). Most behavioral models trace causal links from attitude, through intentions,
to actual behavior, implying that behavioral intentions must be understood to
predict behavior from attitudes. (Kim and Hunter, et.al, 1993 cited in Huang, Lee
and Ho, 2003). And according to Fishbein model, an attitude is a function of
strength of belief that an object has an attribute, evaluation of the product on the
attribute, and the number of attributes valued by the consumer. (Keith Walley et.
al: 2009)
Implicit in most attitudinal research in both social psychology and consumer
behavior is the notion that individual attitudes are significant determinants of both
behavioral intentions and specific behaviors (Ajzen and Fishbein, 1973; Norman,
1975). Overall affect toward a multi-attribute object as a measure of attitude is

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posited to reflect the individual's belief structure as to the degree to which
individual brands possess certain attributes weighted by the evaluation of each
attribute (Wilkie and Pessemier, 1973). (Cited in Woodside and Bearden: 1977)
Another longitudinal research conducted by three students(Rahul Ranjan,
Shivshankar Biradar, Kaushik Shah, Alka Soy, Sourav Datta) at KIIT university
investigated the user attitude and acceptance towards 3G services among 90
respondents.
In the study consumer beliefs, attitudes, intentions they developing questionnaires
regarding the customer satisfaction of the product, denoted the sample size, Get the
questionnaire filled by the customers in the place through internet (online),
Analysis of data on computer with special market research statistical package
called SPSS. There specific objective was to know whether the services is good in
their (respondents) area, to find out if they are satisfied and aware of the services
and offers provided, to recommend measures for improving the product. The
survey is basically online basis.
Then they analysis the problem 91% of the respondents avail 3G services in
prepaid Airtel connections, Airtel provides excellent signal strength to customers,
Mainly the respondent the age of 18-25 years, comprising students, mostly use
Airtel 3G services and have rated the signal strength as excellent, With the advent
of Airtel 3G services on January 24, 2011, most of the people started to use 3G
services in Airtel, There is an average satisfaction level among the consumers
related to video calling and conferencing facilities provided by Airtel 3G and Airtel

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3G provides good downloading and uploading speed, 84% of the respondents are
satisfied from customer care services provided by Airtel, 53% of the respondents
are fairly satisfied on using Airtel, Also 88 respondents out of total 90 respondents
feel that Airtel is better than any other network.
CertificationDisclaimers
1) Recordings were taken in March 2015, for the users connected on the 900
Mhz & 2100 Mhz network under varying traffic and radio conditions in
Mumbai.
2) Results are based on actual traffic in Mumbai covering all types smart
phones in the network.
3) Readings were recorded for reception signal across Mumbai in 500 bins of
50*50 m.
4) Any network changes before or after the measurement period are not
accounted for.
5) This certification is not a representation of standalone network or
Smartphone experience and is reflective of Reception signal quality at the
end device only.
6) All Results are taken from established reports of standard OSS(Operating
systems Support) deployed in the network.
7) Static tests were conducted at 11 locations across Mumbai. Facebook,
Youtube and Google Map services were measured using 5 top smartphones

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at static locations only. Results of these tests are valid only for locations
with similar radio conditions in Mumbai.
8) Tests were conducted using industry leading smart phones (iPhone6,
iPhone5c, Xiaomi Note, Samsung Galaxy S5 & Sony Xperia V)
9) All Tests were conducted using prepaid connections for all operators.
10) The Certification provided here is for use only in conjunction with the
complete report. RedMango Analytics is not responsible for any
unintended use of the certification.
11) Tests were conducted from 12th February 2015 to 15th February 2015 for
static measurements and from 26th February 2015 to 2nd March 2015 for
Dynamic In-Car measurements. The Certificate is only applicable for
customer experience during these dates. Any network changes before or
after the measurement periods are not accounted for.
12) This certification is not a representation of standalone network or
Smartphone experience and is reflective of customer experience only
13) All Results are calculated using the RedMango Proprietary methodology.
Details can be made available on request.
14) Battery life results are calculated using 4 different user profiles. Battery
life results for 900MHz and 2100MHz band locked mode were measured
using layer-3 enabled Samsung Galaxy S5 and Sony Xperia V in band
locked mode. Dual mode results were measured using all 5 smartphones.

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15) Battery Life certification has been normalized with coverage as the
primary key.
16) Data Download and Upload tests were conducted using HTTP protocol
with a dedicated RedMango Server based in Singapore.
17) Airtel comparison with other operators wherever specified is performed by
comparison with the average results for Vodafone and Reliance.

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PROBLEM STATEMENT
Technology changes very fast. It also happens to mobile communications
technology.Airtel, the cellular phone service brand of Bharati Airtel Ltd. is the largest
operator in India. Covers millions of people across the states. The name Platinum 3G,
in “Platinum” terminology creates consumer mind that it is expensive. Bharati has
managed to maintain leadership in the market by keeping its promise to deliver quality
services along with new products and services. Despite the high decibel advertising
that surrounds Airtel's Platinum 3G launch the service is actually still only gradually
taking off in the city. Bharti Airtel - which is now the third-largest mobile operator in
the world- started Platinum 3G trials in Kolkata and other states. The company left no
stone unturned to push the 4G services adoption with offers such as doorstep delivery
of Platinum 3G SIM’S or booking through internet, Airtel still has to work on the
biggest concern - improving the Platinum 3G network availability. Airtel lately has
been also facing complaints of frequent call drops for which the telecom company has
blamed the lack of mobile towers.
Going by initial consumer response though, Airtel Platinum 3G has some unhappy
customers on hand in Kolkata also. People took to social media to complain about
various issues including low speeds on Platinum 3G to unavailability of SIM after
several requests.
During that phase there were only brand like BSNL, Vodaphone, Idea were operating
in the market. There were immense pressure on the company to make its brand a

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success in the eastern region because the people of Kolkata are always driven by
emotions, sentiments, beliefs, values and tradition. The company had to take a large
responsibility to make its brand to close to the kolkatan’s.Hence it had to undertake a
large study on the behaviour patterns of the Kolkata’s with respect to the above
mentioned issues the company entered into the eastern market with a large number of
products and services with quality and a affordable prices. It introduced for the first
time Platinum 3G network 128K SIM card,900 MHZ card has been a success is the
result of the quality study of the behaviour of the customers (current users and
prospective users)
Major players and how they are working in the market. The gaps that are perceived by
customers of the brand. The dimensions on which the customers choose certain
brands. The challenge to measure attitude and acceptance.

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SCOPE OF THE STUDY
The objectives of this Study are:
 To understand customer beliefs and attitude towards Airtel Platinum 3G vis-a-
vis other brands.
 To determine the determinants of differentiation of services offered by Airtel
vis-a-vis other brands.
 To collect information about the various categories of customers and to identify
the existing customer segments in the mobile market.

32. 32 | P a g e
CONCEPTUAL FRAMEWORK
MARKET SEGMENTATION
Segmentation is beneficial because of better predictability of the target consumer
group, minimization of risk exposure, better ability to fine-tune a product or service to
the requirement of target buyer and the resultant ease in designing a proper designing
marketing mix strategy In this case segmentation is on the bade of income.
In evaluating different market segments the company looks at two factors The overall
attractiveness of the segments and the company's objectives & resources The present
market for Cellular phones, pagers and conventional phones is as follows
Premium Middle Economy
Upper Lower Upper Lower Upper Lower
4 G X X X - - -
PLATINUM 3 G X X X X - -
3 G X X X X X -
X Market Segment Targeted
TARGET MARKET SEGMENT
Airtel has targeted the premium and upper middle class. The rationale behind it is that
only those segments should be targeted who value time and have the paying capacity.
It is also planning to target the business tourists during their stay in the capital about
60% of the clientele are top executives of corporate houses. About 15% are foreign
organizations and the rest are professionals and small businessmen. During the
introduction stage there was intense pressure to get consumers across to hook up with
their brand, because getting them to switch brand loyalty later would be hard

33. 33 | P a g e
So far Airtel marketers have been concentrating totally on the business executive class
but now that the basic viable volumes has beer) built up and prices have declined to a
certain extent they are planning to venture further afield.
POSITIONING
The product is sought to be positioned as a business efficiency tool. a lifestyle
revolution and a status symbol The emphasis is to remove misconception that the
cellphone is an expensive means of communication and drive home the point that the
cellphone is actually a day-to-day utility.

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OGRANIZATION PROFILE
Airtel comes to you from Bharati Cellular Limited-a part of biggest private integrated
conglomerate, Bharati enterprises.
Bharati Enterprises has been at the forefront of technology and has revolutionised
telecommunications with its world class products (especially internet
packages).Bharati has been pioneering force in the telecom sector with many firsts and
innovations to its credits. Bharati has many joint ventures with world leaders like
Singtel (Singapore Telecom); Warburg Pincus, USA; Telia, Sweden; Asian
Infrastructure find, Mauritius; International Finance Corporation, USA and New York
international, USA.
Bharati is the leading cellular service provider, with a foot print in 29 states and 7
union territories of India.from the meaning of our logo to downloadable goodies for
computer, it’s all here.

35. 35 | P a g e
The brand touches the lives of 650 million people across states of India. From the
meaning of our logo to downloadable goodies for computer, It’s all here.
Airtel’s Vision: To be globally admired for telecom services that delight customers.
Airtel’s Mission:We will meet global standards for telecom services that delight
customers through:
 Customers Service Focus
 Empowered Employees
 Innovative Services
 Cost Efficiency

36. 36 | P a g e
Airtel Innovative Services
1.Airtel Postpaid-
 Low Airtimes Rate
 No Hassles Of Recharge
 Monthly Bill
 VAS
 Influence By Others
 Attractive Schemes
2.Airtel Prepaid-
 Control Expenditure
 Low Usage
 No Monthly Rental
 Make STD/ISD Without Any Security
Deposit
 Less Documentation
 Low Processing Charge
 Roaming Without Deposit

37. 37 | P a g e
3.Airtel Roaming-Airtel roaming services allows to use your mobile phone to make
or receive calls almost anywhere in India and abroad.
Airtel Roaming gives two great options:
Airtel National-Enjoy roaming in India across 42 partners network and over 750
cities.
Airtel international- Roam across
international destinations, in nearly 119
countries including Canada, USA, UK
etc. with 284 partner network.
Long Distance- Now experience
complete freedom like never before
with Airtel our national long distance facility allows you to make long distance calls in
India and Overseas from your cellular phone.

38. 38 | P a g e
RESEARCH METHODOLOGY
The Research Methodology adopted to conductthe research was survey and interview
and the primary data was collected way:
1. Visit connects and PD location of the city, wherein the walk-ins have been
interviewed, both prospective customers and existing customers.
2. Respondenthas been interviewed on the telephone. The respondents called at
random from telephone directory and various previous records.
3. Simple random sampling procedurehas been followed while collecting responses.
4. Attitude measurement using Fishbein Analysis-
The Martin Fishbein’s model has been established as the most influential tool for
analyzing the consumer’s attitude. This multiattribute attitude model focuses on
consumer’s belief about multiple products orservice attributes which are considered
as a useful tool for investigating attitude
formation and prediction attitude. The key proposition in Fishbein’s theory is that
evaluations of salient beliefs cause overall attitude. Simply stated, people tend to like
objects that are associated with “good”characteristics and dislike objects they believe
have “bad”attributes. In Fishbein’s multi attribute model, overall attitude toward an
object is a function of two factors: the strengths of the salient beliefs associated with
the object and the evaluations of those beliefs. Formally, the model proposesthat:

39. 39 | P a g e
𝐀𝐨 = ∑ 𝐛𝐢𝐞𝐢
𝐧
𝐢=𝟏
Where,
Ao = Attitude towards the object
bi = Strength of the belief that the object has attributed (i),
ei = The evaluation of attribute (i),
n = The number of the salient attributes.
This multiattribute attitude model accounts for the integration process through which
productor service knowledge (the evaluations and strengths of salient beliefs) is
combined to form an overall evaluation or attitude (Fishbein, 1963).
ASA University Review, Vol. 5 No. 1, January–June, 2011
External Factors
BUYER CULTURE
Social class Reference Group
Family
Sub Culture
Role and status
Age Income Motivation Learning
Education Lifestyle
Profession Personality Perception Belief and attitude
Internal Factors
CONSUMER
ATTITUDE &
ACCEPTANCE
CULTURAL SOCIAL
PERSONAL
PSYCOLOGICAL

40. 40 | P a g e
Fish bone diagram, presenting the importantinternaland external factors affecting
consumerattitudeand acceptance.
OBJECTIVES
Our objective was to find out the study of consumer attitude and acceptance towards
Platinum 3G of Airtel in Kolkata.
SAMPLING FRAME
Sample size: 100 respondents
Collection method: Primary.
Primary data: Using Questionnaire.
Analysis Tool: Statistical tools and Graphical presentation

41. 41 | P a g e
ANALYSIS & FINDINGS
ANALYSIS OF QUESTIONERS-I
FactorAnalysis
FACTOR
/VARIABLES Cnctvty Batt_Life Vdo_Dwnld Strmng Ind_CovTAT Sim_Cnxn Cll_
Drp Rchrg Price
/MISSING LISTWISE
/ANALYSIS Cnctvty Batt_Life Vdo_Dwnld Strmng Ind_CovTAT Sim_Cnxn Cll_D
rp Rchrg Price
/PRINT INITIAL KMO EXTRACTIONROTATION FSCORE
/CRITERIA MINEIGEN(1) ITERATE(25)
/EXTRACTION PC
/CRITERIA ITERATE(25)
/ROTATION VARIMAX
/METHOD=CORRELATION.

42. 42 | P a g e
FactorAnalysis
Notes
Output Created 22-Oct-2015 09:43:57
Comments
Input Active Dataset DataSet1
Filter <none>
Weight <none>
Split File <none>
N of Rows in Working
Data File
103
Missing Value
Handling
Definition of Missing MISSING=EXCLUDE: User-
defined missing values are
treated as missing.
Cases Used LISTWISE: Statistics are
based on cases with no missing
values for any variable used.

43. 43 | P a g e
Syntax FACTOR
/VARIABLES Cnctvty
Batt_Life Vdo_Dwnld Strmng
Ind_CovTAT Sim_Cnxn
Cll_Drp Rchrg Price
/MISSING LISTWISE
/ANALYSIS Cnctvty
Batt_Life Vdo_Dwnld Strmng
Ind_CovTAT Sim_Cnxn
Cll_Drp Rchrg Price
/PRINT INITIAL KMO
EXTRACTION ROTATION
FSCORE
/CRITERIA MINEIGEN(1)
ITERATE(25)
/EXTRACTION PC
/CRITERIA ITERATE(25)
/ROTATION VARIMAX
/METHOD=CORRELATION.
Resources ProcessorTime 00:00:00.140
Elapsed Time 00:00:00.100
Maximum Memory
Required
13480 (13.164K) bytes
[DataSet1]

44. 44 | P a g e
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling
Adequacy.
.619
Bartlett's Test of
Sphericity
Approx. Chi-Square 204.429
df 45
Sig. .000
Communalities
Initial
Extractio
n
Cnctvty 1.000 .600
Batt_Life 1.000 .628
Vdo_Dwnl
d
1.000 .365
Strmng 1.000 .667
Ind_Cov 1.000 .647
TAT 1.000 .668
Sim_Cnxn 1.000 .546
Cll_Drp 1.000 .544
Rchrg 1.000 .523
Price 1.000 .433

45. 45 | P a g e
Communalities
Initial
Extractio
n
Cnctvty 1.000 .600
Batt_Life 1.000 .628
Vdo_Dwnl
d
1.000 .365
Strmng 1.000 .667
Ind_Cov 1.000 .647
TAT 1.000 .668
Sim_Cnxn 1.000 .546
Cll_Drp 1.000 .544
Rchrg 1.000 .523
Price 1.000 .433
Extraction Method: Principal
Component Analysis.
Total Variance Explained
Compone
nt
Initial Eigenvalues
Extraction Sums of
Squared Loadings
Rotation Sums of
Squared Loadings
Tota
l
% of
Varianc
e
Cumulati
ve %
Tota
l
% of
Varianc
e
Cumulati
ve %
Tota
l
% of
Varianc
e
Cumulati
ve %
1 2.92
8
29.277 29.277
2.92
8
29.277 29.277
2.06
0
20.604 20.604
2 1.52
1
15.212 44.489
1.52
1
15.212 44.489
1.87
7
18.766 39.370

46. 46 | P a g e
3 1.17
3
11.729 56.218
1.17
3
11.729 56.218
1.68
5
16.848 56.218
4 .916 9.164 65.382
5 .856 8.559 73.941
6 .742 7.420 81.361
7 .646 6.460 87.822
8 .522 5.224 93.046
9 .437 4.373 97.418
10 .258 2.582 100.000
Extraction Method: Principal
Component Analysis.
Component Matrixa
Component
1 2 3
Cnctvty .567 -.503 .159
Batt_Life .241 .624 .426
Vdo_Dwnl
d
.191 -.299 .489
Strmng .499 -.549 .342
Ind_Cov .552 .043 -.583
TAT .668 .376 .284
Sim_Cnxn .630 -.224 -.316
Cll_Drp .572 .430 -.180
Rchrg .693 -.123 -.169

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Price .556 .308 .170
Extraction Method: Principal
Component Analysis.
a. 3 components extracted.
Rotated Component Matrixa
Component
1 2 3
Cnctvty .356 .013 .688
Batt_Life -.204 .763 -.068
Vdo_Dwnl
d
-.166 .095 .573
Strmng .186 .021 .795
Ind_Cov .790 .084 -.122
TAT .229 .757 .208
Sim_Cnxn .694 .047 .250
Cll_Drp .476 .546 -.140
Rchrg .624 .217 .295
Price .237 .598 .138
Extraction Method: Principal
Component Analysis.
Rotation Method: Varimax with Kaiser
Normalization.
a. Rotation converged in 5 iterations.

48. 48 | P a g e
Component Transformation
Matrix
Comp
onent 1 2 3
1 .709 .545 .447
2 -.127 .723 -.679
3 -.694 .425 .582
Extraction Method: Principal
Component Analysis.
Rotation Method: Varimax with
Kaiser Normalization.
Component Score Coefficient Matrix
Component
1 2 3
Cnctvty .085 -.076 .390
Batt_Life -.246 .495 -.031
Vdo_Dwnl
d
-.218 .070 .405
Strmng -.036 -.044 .491
Ind_Cov .475 -.088 -.224
TAT -.038 .406 .075
Sim_Cnxn .358 -.104 .040
Cll_Drp .209 .246 -.193
Rchrg .278 .009 .077
Price .008 .312 .032

49. 49 | P a g e
Component Transformation
Matrix
Comp
onent 1 2 3
1 .709 .545 .447
2 -.127 .723 -.679
3 -.694 .425 .582
Extraction Method: Principal
Component Analysis.
Rotation Method: Varimax with Kaiser
Normalization.
Component Score Covariance
Matrix
Comp
onent 1 2 3
1 1.000 .000 .000
2 .000 1.000 .000
3 .000 .000 1.000
Extraction Method: Principal
Component Analysis.
Rotation Method: Varimax with
Kaiser Normalization.

50. 50 | P a g e
Three components or factors extracted. The factors are namely –
1. Network Coverage & Easy Recharge.
2. Prompt Service.
3. Strong Connectivity.
Customers base their decisions of Purchasing Platinum 3G based on this three factors.
So the consumer attitude and acceptance of this productwould depend how companies
place their products in consumers' minds by suitably highlighting any or combination
of all these factors. Relative acceptance & attitude of existing brands can be arrived at
by obtaining consumers' perceptions on these three important factors and a new
product (Platinum 3G) can be introduced in the market.

51. 51 | P a g e
ANALYSIS OF QUESTIONERS-II
Ei Scoreof Fishben analysis= average scoreof 1(a) ,1 (b) & 1 (c) individually.
=4.88, 5.04, 4.88
Bi scores for each brand = average scoreof 2 (a), 2(b), 2(c) for each brand
=4.96, 4.69, 4.71
Now, A = Bi x Ei for each brand= (24.20, 23.63, 22.98)
NB scores= average of 3(a), 3(b), 3 (c) for each brand
= (4.74, 5.26, 5.52)
MC scores= average of 4(a), 4(b), 4(c) for Family Member, Friend and Colleague
=(1.89, 2.1, 2.05)
Now, SN scores = (MC scores)X (NB scores)
=(1.89X4.74),(2.1X5.26),(2.05X5.52)
=8.95, 11.046, 11.316
Now, Addition of SN score with A for each brand to arrive at Attitudinal scorefor
each brand
=(8.95+24.20),(11.046+23.63),(11.316+22.98)
=(33.15, 34.676, 34.296)
Now we find the attitudinal scoreof each brand.
Where Ei= Evaluation of the attribute as being good or bad
Bi= Belief about the brand’s possessionofthe attribute
A=Attitude toward the brand
NB= Normative beliefs (what we think others would want us to do)
MC= Motivation to comply with their wishes
SN= Subjective Norms

52. 52 | P a g e
FINDINGS
In the above study, the total number of respondents is 100 where male and female
respondents are there. It is found that the Telecom industry is the one that has got
maximum growth in the last decade and expected to grow further. Hence operators
should keep close to the behaviour pattern of the buyers and should keep there product
or service always closer to them.
Let’s assume we are interested in evaluating consumer’s attitudes and acceptance
about Platinum 3G of Airtel brand. We determine that the relevant factors that
influence purchase are Network Coverage & Easy Recharge, Prompt Service and
Strong Connectivity. Keeping in mind the rationale behind the Fishebein Model, we
ask the consumer to think about purchasing Platinum 3G for their usage. So compare
the other brands Airtel Platinum 3G has good network coverage, it has easy recharge
facility, company is providing a promptservice and it has strong connectivity rather
than others. From questionnaire II we find the evaluation attribute of fishben analysis.
We are able to find belief about the brand’s possessionthen find out consumer attitude
towards the brand. After that finding the normative scores, finding Motivation to
comply with their wishes and then the subjective norms. Now, Addition of SN score

53. 53 | P a g e
with attitude for each brand to arrive at attitudinal scorefor each brand. Now we are
able to compare the brands.
It is observed from the above analysis that:
1. Airtel is a very successful brand in India as it covers a wide network and is still one of
the best still in network coverage and stands one of the best network in Kolkata and has
covers major of the population coverage.
2. There is still scope of improvement as some of the rural and remote areas are not till
covered by any service provider and the company is shifting its focus towards them as
well to reach a wide area and generate loy Airtel focuses on its customer’s satisfaction but
it can provide some more relaxation to its users and provide some more incentives for its
dealers so that they can be more loyal towards the company and market it better.
3. The company is focusing more on the prompt service activity.
4. It is used mainly for its mobile network coverage across the globe as it covers a huge
area so its connectivity is high and the goodwill factor comes into play.
5. Company is focusing on the easy recharge policy.
6. The company is focusing more on the Youth & the untapped areas of the country like
rural areas to hold a strong position in the country and prosper further.

54. 54 | P a g e
CONCLUSION
It is found that the Telecom industry is the one that has got the utmost growth in the
last decade. It is expected to grow further. Hence we should keep close look at the
Consumer attitude and acceptance to keep their products always close to them on the
basis of time to time market research.
Most of the respondents are satisfies with the services provided by Airtel to mobile user
steps to be taken to make customers more satisfied. Airtel is a very successful brand in
India & providing customer satisfaction is to be there main motive to provide Platinum 3G
access on the move as people are more dependent on it in their daily lives. Airtel
possesses to their wide network coverage and easy recharge, promt service & strong
connectivity. Airtel is a home brand and a very successful brand in India and overseas and
one of the most successful brands still to date. From the details it can be concluded that
most of Airtel users preferred to remain with Airtel. Also good number of users who were
willing to switch from their respective subscribers showed interest in Airtel. Hence, these
statistics imply a bright future for the company. Also the company is used mainly by
executives who want wide coverage for their operations but the problem of customer
satisfaction still persists with the company and cause of its lacking new customers.

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LIMITATION OF THE RESEARCH
1. Time factor – the research completed within 60 days of time period, which is not
sufficient
2. Numbers of respondent- in this project the number of respondents
are too small to get properresult.
3. Area specification - this project was conducted in a particular area of
Kolkata, which may not get properresult
4. Cost factor- it is a major factor in this project
5. More marketing persons must inducted in workforce for quicker penetration, customer
relationship and loyalty.
6.Last but not least Airtel needs to conduct more research and studies to understand the
behaviour patterns of Platinum 3G in this region, to give them better value for money and
create customer loyalty.

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ANNEXURES
QUESTIONARE-I
Factors to be identical on which the respondents to be used to rate.Airtel platinum 3G Vis-
a-vis other brands.
1) Are you using internet from your phone or dongle?
1) Yes
2) No
2) Do you want to use latest internet technology?
1) Always
2) Depends
3) Which types of data plan are using?
(1) 1GB
(2) 2GB
(3) 3GB
(5) 4GB & more.
4) Educational Qualification
1) Secondary and below
2) High secondary or vocational

57. 57 | P a g e
3) College/University or higher
5) Occupation
1) Services
2) Professional
3) House keeper
4) Student
6) Personal Annual Income
1) 2,000/- and below
2) 2,001/- to 5,000/-
3) 5,001/-10,000/-
4)10,001-15,000/-
5)15,001 & above
7) Gender
1) Male
2) Female
7) Use the numbers from the following scale to evaluate each characteristic of Platinum 3G.
Neither
Good
Extremely Moderately Slightly nor Slightly Moderately Extremely
Bad Bad Bad Bad Good Good Good
1 2 3 4 5 6 7

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Please rate them on a scale of 1-7 (-3 being the least important, +3 being the most
important and 0 being neutral)
(1) (2) (3) (4) (5) (6) (7)
i) Airtel Platinum 3G connectivity in Kolkata
ii) Longer lasting mobile battery in Smartphone
when using Platinum 3G
iii) Video downloading experiences
iv)YouTube streaming experiences
v) Indoor coverage in everywhere in Kolkata
vi) Problem solving timing or TAT(turn around
timing)
Vii) SIM Connection availability in Kolkata
viii) In audio/video calling call drop rate
ix) Recharge availability
x) Price is suitable for me
xi)Overall Satisfaction level
Thanks for your co-operation.
1 2 3 4 5 6 7

59. 59 | P a g e
QUESTIONERS-II
1. Evaluate each of the following attributes of Platinum 3G connection while you
consider making a purchase. Please indicate your answer using the following 7-point
scale where:
1 2 3 4 5 6 7
Extremely Mostly Slightly Neither important Slightly Mostly Extreamly
Unimportant Unimportant Unimportant nor Unimportant Important Important Important
Two or more attributes can have equal importance.
SL NO. Attributes Rating
1.(A) Network Coverage & Easy Recharge is
important factor for
1.(B) Prompt Service Activity at Airtel Platinum 3G
1.(C) Strong Connectivity when selecting Airtel
Platinum 3G
2. Please use the 7-point scale given below to indicate how likely that each of the
brands would give you the desired results –
1 2 3 4 5 6 7
Extremely Mostly Slightly Neither Important Slightly Mostly Extremely
Unimportant Unimportant Unimportant nor Unimportant Important Important Important
SL NO. Consequence Airtel Vodaphone Idea MTS
2.(A) When I am looking for Strong Network
Coverage, I consider
2.(B) When I like to Easy Recharge I prefer a
brand like
2.(C) When I am looking for Strong
Connectivity I would prefer

60. 60 | P a g e
Please use this scale to indicate how each person’s opinion is important in your
decision to purchase Platinum 3G:
1 2 3 4 5 6 7
Definitely Probably Might No Might Probably Definitely
Should Should Not Opinion Consider Should Should
Not Not
3. Buying the following brands you would consider opinion of ---------------------
SL NO Airtel Vodaphone Idea MTS
3.(A) Family
Member
3.(B) Friend
3.(C) Colleague
4. How much do you want to do what each person think you should do?
Not at all Slightly Moderately Strongly
0 1 2 3
4.(A)Family Member --------------------
4.(B)Friend --------------------
4.(C)Colleague ----------------------

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BIBILOGRAPHY
Strategic Advertising Management
Larry Percy
John R.Rossiter
Richard Elliott
Marketing Management
Phillip Kotler
Principles of Marketing
Kotler & Armstrong
Bharti Today
The In-house magazine of Bharati Enterprise
Fundamentals of Business Management
P.L.Gangopadhyay
Advertising Express
SOURCE OF INFORMATION
World Wide Web
www.agencyfaqs.com
www.airtelworld.com
www.bharati.com
www.slideshare.com
www.psi.org
www.bharatilive.com
Magazines
Advertising Express
Bharati in house Magazine
Management Books
Information from The Field Of Work
Data And Findings From Ground Work And Survey
Competitors Information
Primary Data from Colleges, Schools and others
Advertising Agencies
Vendors Working For Airtel