The document is a major project report submitted by a student named Narender Singh Bhandari to fulfill requirements for a BBA program. The report examines customer satisfaction towards Airtel. It includes an executive summary that outlines Airtel's business operations and growth factors in India. It also provides details about Airtel's network infrastructure, services, and SWOT analysis. The report aims to understand customer psychology and buying behavior to help Airtel develop marketing strategies.

1. MAJOR PROJECT REPORT
ON
“STUDY OF CUSTOMER SATISFACTION TOWARDS AIRTEL”
Submitted in partial fulfillment of the requirements for BBA (General) Programme
of Guru Gobind Singh Indraprastha University, Delhi
Submitted by:
Narender Singh Bhandari
BBA Semester-VI
Enrollment No.: 000000000
Lingaya’s Lalita Devi Institute of Management & Sciences
Mandi Road, Mandi
Delhi-110047
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2. DECLARATION
I hereby state that I am NARENDER SINGH BHANDARI, student of BBA 6th
Semester, have prepared this project entitled “STUDY OF CUSTOMER
SATISFACTION TOWARDS AIRTEL” to fulfill the partial requirement for the
completion of the course of BBA (GEN.).
I also further state that the project has been prepared by my own with the primary,
which was essential for the completion of the project. The report presented to College
& University is purely genuine and it has not been presented earlier.
Place: New Delhi Student’s Signature
NARENDER SINGH BHANDARI
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3. ACKNOWLEDGMENT
An independent project is a contradiction in terms. Every project involves
contribution of many people. This project also bears the imprints of many people
and it is a pleasure for me to acknowledge and thank all of them.
I am deeply indebted to MRS. xxxxx who acted as a mentor and guide, providing
knowledge and giving me her valuable time out of her busy schedule, at every step
throughout the project. It is only because of his/her this project came into being. I
also take the opportunity to express my sincere gratitude to each and every person,
who directly or indirectly helped me throughout the project and without anyone of
them this project would not have been possible.
The immense learning from this project would be indelible forever.
_____________________
MENTOR’S SIGNATURE: Student Name: NARENDER SINGH BHANDARI
(MRS. XXXXX) Enroll. No. : 00000000000
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4. EXECUTIVE SUMMARY
Airtel comes to you from Bharti Cellular Limited - a part of the biggest private
integrated telecom conglomerate, Bharti Enterprises. Bharti provides a range of
telecom services, which include Cellular, Basic, Internet and recently introduced
National Long Distance. Bharti also manufactures and exports telephone terminals
and cordless phones. Apart from being the largest manufacturer of telephone
instruments in India, it is also the first company to export its products to the USA.
Bharti is the leading cellular service provider, with a footprint in 15states covering
all four metros and more than 7 million satisfied customers.
Bharti Tele-Ventures believes that the demand for mobile services in India will
continue to grow rapidly as a result of the following factors:
• Lower tariffs and handset prices over time;
• Growth in pre-paid customer category;
• Greater economic growth and continued development of India’s economy;
• Higher quality mobile networks and services; and • Greater variety and usage
of value added services
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5. TABLE OF CONTENTS
S. No. Topic Page No.
1. ACKNOWLEDMENT
2. EXECUTIVE SUMMARY
3. CHAPTER 1: INTRODUCTION 1-16
4. CHAPTER 2: LITERATURE REVIEW 17-19
5. CHAPTER 3: RESEARCH METHODOLOGY 20-22
6. CHAPTER 4: ANALYSIS & INTERPRETATION 23-31
7. CHAPTER 5: FINDINGS & SUGGESTIONS 32-33
7.
Chapter 6: Conclusion 34-35
8. BIBLIOGRAPHY 36
9. QUESTIONNAIRE 37-38
Chapter 1: Introduction
TYPE PUBLIC
Traded as: BSE: 532454NSE: BHARTIARTL
BSE SENSEX Constituent
Industry: Telecommunications
Founded: 7 July 1995
Founder: Sunil Bharti Mittal
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6. Headquarter: Bharti Crescent, Nelson Mandela Road, New Delhi, India
Area Served: India, Sri Lanka, Bangladesh, Africa and the Channel Islands
Products: Fixed line and mobile telephony, broadband and fixed-line
internet services, digital television and IPTV
Revenue: 966 billion (US$14 billion)
Total assets: 2248 billion (US$33 billion)
Total equity: 708 billion (US$11 billion)
Number of
employees:
24,868
Profit: 54 billion (US$800 million)
Website: airtel.com
1.1 ABOUT THE INDUSTRY
Indian mobile telephony market is increasing day by day and there is more to happen with
technological up gradations occurring nearly every day and the ever-increasing demand for easier
and faster connectivity, the mobile telephony market is expected to race ahead.
India has a fast-growing mobile services market with excellent potential for the future. With
almost 5 million subscribers amassed in less than two years of operation, India's growth tempo
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7. has far exceeded that of numerous other markets, such as China and Thailand, which have taken
more than five years to reach the figures India currently holds. The number of mobile phone
subscribers in the country would exceed 50 million by 2005 and cross 300 million by 2010,
according to Cellular Operators Association of India (COAI). According to recent strategic
research by Frost & Sullivan, Indian Cellular Services Market, such growth rates can be greatly
attributed to the drastically falling price of mobile handsets, with price playing a fundamental role
in Indian subscriber requirements. Subscribers in certain regions can acquire the handset at
almost no cost, thanks to the mass-market stage these technologies have reached internationally.
The Indian consumer can buy a handset for $150 or less. This should lead to increased
subscribership. This market is growing at an extremely fast pace and so is the competition
between the mobile service providers.
With the presence of a number of mobile telephony services providers including market leaders
like Airtel, Reliance, Idea, Vodafone, Tata Indicom etc who are providing either of the two
network technologies such as Global System for Mobile Communications (GSM) and Code
Division Multiple Access (CDMA). In cellular service there are two main competing network
technologies: Global System for Mobile Communications (GSM) and Code Division Multiple
Access (CDMA).
The Company’s wireless network runs on a GSM technology. The mobile telephony services
providers Airtel, Vodafone, have been competing aggressively for their market share with
MTNL, Tata Indicom, Reliance and Idea Cellular entering into the foray, this tussle has only
become more tough. With major market share in the hands of the likes of Reliance, Airtel,
Vodafone, Idea Cellular the others have been finding it difficult to compete in the market.
The Telecom Regulatory Authority Of India (TRAI) has been playing an important role in
keeping a watch on these existing players and bringing new environment as well as policies and
reforms for these Mobile Telephony Service Providers and permitting them to provide mobile
telephony services including permission to carry its own long distance traffic within their service
7

8. area without seeking an additional license. TRAI’s mission is to create and nurture conditions
for the growth of telecommunications including broadcasting and cable services in the
country in a manner and at a pace which will enable India to play a leading role in the
emerging global information society. The service providers are free to provide, in its service
area of operation, all types of mobile services including voice and non-voice messages, data
services and PCO’s. The Operators would be required to pay a one-time entry fee. The basis for
determining the entry fee and the basis for selection of additional operators would be
recommended by the TRAI.
Although the cellular services market in India grew during the late 1990s (as the number of players
increased and tariffs and handset prices came down significantly) the growth was rather marginal.
This was because the cellular service providers offered only post-paid cellular services, which were
still perceived to be very costly as compared to landline communications. Following this realization,
the major cellular service providers in India, launched pre-paid cellular services in the late 1990s. The
main purpose of these services was to target customers from all sections of society (unlike post-paid
services, which were targeted only at the premium segment).
1.2 SCOPE OF STUDY:
• Before business can develop marketing strategies, they must understand what factors
influence buyers’ behavior and how they make purchase decision to satisfy their needs
and wants.
• This study aims towards collecting information about consumers Psychology towards
Airtel and thus helping Airtel in understanding customer’s nature and help in developing
strategies which will thus help them in increasing their business.
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9. • It is done to understand what consumers consider while going for purchasing Airtel
Products.
• By this study we came to know how the organization retaining and sustaining its
customer.
• The main purpose of this project is to study consumers buying behavior and develop
strategies which help Airtel in increasing their market share.
• This study is mainly focused on various factors that affect consumers buying decision.
Such as social, psychological and personal.
• This study helps to understand the satisfactory level of consumers towards the brand. And
also understanding the consumer attitudes and their buying motives by means of company
brand image.
1.3 COMPANY PROFILE
9

10. Telecom company Bharti Airtel is the flagship company of Bharti Enterprises. The businesses at
Bharti Airtel have been structured into three individual strategic business units (SBU’s)
1. Mobile services
2. Broadband and telephone services (B&T)
3. Enterprise services
The Mobile services group provides GSM mobile services across India in 23 telecom circles, while
B&T business group provides broadband & telephone services in 94 cities. The Enterprise Services
group has two sub-units – carriers (long distance services) and services top corporates. All these
services are provided under the Airtel brand
Airtel comes to you from Bharti Tele-Ventures Limited - a part of the biggest private integrated
telecom conglomerate, Bharti Enterprises. In its six years of pursuit of greater customer satisfaction,
Airtel has redefined the business through marketing innovations, continuous technological up
gradation of the network, introduction of new generation value added services and the highest
standard of customer care.
Bharti is the leading cellular service provider, with an all India footprint covering all 23 telecom
circles of the country. It has over 25 million satisfied customers.
Bharti Airtel limited is a telecom MNC headquartered in New Delhi India, with a presence in 20
countries across the world its the 4th largest telecom company in the world in terms of subscribers
base which was over 275 million as on July 2013. Airtel is also the largest telecom company in India
and the second largest in country mobile operator by subscriber base after china mobile.
Sunil Bharti Mittal is the head of Airtel. Airtel is the largest provider of mobile telephony and second
in terms of fixed telephony and also provides broadband and DTH services. Airtel became the first
Indian company to get gold certification by CISCO.
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11. Cellular telephony was introduced in India during the early 1990s. At that time, there were only two
major private players, Bharti (Airtel) and Essar (Essar) and both these companies offered only
post-paid services. Initially, the cellular services market registered limited growth. Moreover, these
services were mostly restricted to the metros. Other factors such as lack of awareness among people,
lack of infrastructural facilities, low standard of living, and government regulations were also
responsible for the slow growth of cellular phone.
Bharti’s Vision
By 2010 Airtel will be the most admired brand in India:
• Loved by more customers
• Targeted by top talent
• Benchmarked by more businesses
INCLUDEPICTURE
"http://bhartiairtel.in/fileadmin/templates/main/images/brand_images/inverted_commas
left.jpg" * MERGEFORMATINET We at Airtel always think in fresh and innovative ways
about the needs of our customers and how we want them to feel. We deliver what we promise and go
out of our way to delight the customer with a little bit more INCLUDEPICTURE
"http://bhartiairtel.in/fileadmin/templates/main/images/brand_images/inverted_commas
ryt.jpg" * MERGEFORMATINET
Bharti’s Mission
To be globally admired for telecom services that delight customers.
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12. We will meet global standards for telecom services that delight customers through:
• Customer Service Focus
• Empowered Employees
• Cost Efficiency
• Unified Messaging Solutions
Board of Directors
Services
• Mobile- Prepaid – Postpaid (2G,3G,4G).
• Home Phones – Fixed Line - Fixed Wireless Phones
• Broadband & Internet
12
Name Designation
Sunil Bharti Mittal Chairman
Chua Sock Koong Director
Manish Kejriwal Director
Sheikh Faisal Thani Al-Thani Director
V K Viswanathan Director
Shishir Priyadarshi Director
Gopal Vittal Managing Director & CEO
Craig Ehrlich Director
Tan Yong Choo Director
Ben Verwaayen Director
D K Mittal Director
Rakesh Bharti Mittal Non-Executive Director

13. • Calling Cards
• Wireless Internet – Data Card - USB Modem
• Airtel Digital Tv (DTH).
SWOT ANALYSIS
SWOT analysis is a strategic planning method used to evaluate strength weaknesses, opportunity
and threats involved in a project or in Business. SWOT analysis will give us a quick review of an
organization current status. SWOT analysis for Airtel in India:
STRENGTHS
• Cost advantage
• Current leaders in quality service
• Largest distribution network
• Ability to constantly innovate
• Highly skilled workforce
• Entrepreneurial zeal
• Airtel’s increased equity and market cap.
WEAKNESSES
• To prove credibility
• Price pressures
• Need for Government support
• Awareness
• Sales and Marketing
OPPORTUNITIES
• To sustain passion and commitment
• Airtel’s market share increasing at other service provider expense.
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14. • Attain higher value services
• Collaborative business needs to be explored
• Vertical repeatable solutions.
• Low penetration level in rural markets.
THREATS
• Foreign investment
• Global trends moving from GPS to WLL.
• Lack of global parity in telecom tariff
• Other competition
1.4 NETWORK OF AIRTEL
CELLULAR SERVICE
Airtel Completes Its 23 Circle All India Footprint Airtel now connects India from the Indus to the
Indian Ocean and from Sabarmati to the Brahmaputra on a network of more than 10,000 base
stations with cumulative investments of more than Rs. 16,000 crores.
INTERNET INFRASTRUCTURE
Our Internet backbone involves state of the art high-end routers and switches as may deployed on
the best networks across the world to offer you reliable service of unmatched quality. Three years
back we had established satellite based gateway for internet access.
This was the first gateway by a private operator. Now we have established our fibre gateway on
Network i2i, first private submarine cable owned by us and SingTel.
FIXED LINE INFRASTRUCTURE
14

15. Our high quality fibre-based, fixed line networks in Delhi, Haryana, Tamil Nadu, Karnataka,
Madhya Pradesh and Chahattisgarh, intensively covers the most prominent commercial and
business districts in the country. We provide the power of last mile fixed line network to bring
end-to-end voice and data solutions.
LONG DISTANCE INFRASTRUCTURE
Our 25,000 km advanced fibre-optic cable long distance network covers India's top 200cities.
And it powers the services of India's leading private telecom service providers -cellular, fixed
line and internet through Our Long Distance Services.
AIRTEL BROADBAND
Bharti Televentures is the fixed line operator business of Airtel. In the recent branding exercise,
all the services have been offered under the Airtel brand. Data is the next driver for growth. This
is clear to the operators who have belatedly realized the implications for having a pie in all the
segments of telecommunications. Hence Bharti ventured in the broadband market.
WIRELESS INTERNET
It Includes :
1. Data Card
2. USB Modem
Data Card
Airtel Data Card is the superior PC Data Card solution which delivers wireless internet
capabilities to laptops and notebooks, by providing EDGE and GPRS technologies in a single PC
Card package. On an EDGE network, Airtel Data Card enables connection to the Internet using
EGPRS. In areas where EDGE services are not available, the Airtel Data Card still enables
reliable and secure data connections over GPRS. Airtel Data Card opens up the true world of
wireless internet and is an ideal companion for a mobile professional, enabling Internet, Email,
15

16. and Office applications with real-time secure VPN access to corporate applications whilst on the
move. Anytime, Anywhere Connectivity!
USB Modem
Airtel USB Modem is the superior PC solution delivering wireless internet capability to laptops
and notebooks by providing EDGE and GPRS technologies in a single PC Card Package.
On an EDGE network Airtel USB Modem enables connection to the Internet using EGPRS. In
areas where EDGE services are not available, the Airtel USB Modem enables reliable secure data
connections over GPRS. Airtel USB Modem opens up the true world of mobile wireless internet
and is the ideal companion for the mobile professional, enabling Internet and Email whilst on the
move. Anytime- Anywhere Connectivity!
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17. 1.5 ORGANIZATION STRUCTURE
PARTNERS
The company has a strategic alliance with SingTel. The investment made by SingTel is one of the
largest investments made in the world outside Singapore, in the company. The company’s mobile
network equipment partners include Ericsson and Nokia. In the case of the broadband and
telephone services and enterprise services (carriers), equipment suppliers include Siemens,
Nortel, Corning, among others. The Company also has an information technology alliance
with IBM for its group-wide information technology requirements and with Nortel for call center
technology requirements. The call center operations for the mobile services have been outsourced
to IBM Daksh, Hinduja TMT, Teletech & Mphasis.
CORPORATE GOVERNANCE
Bharti Airtel Limited firmly believes in the principles of Corporate Governance and is committed
to conduct its business in a manner, which will ensure sustainable, capital-efficient and long-term
growth thereby maximising value for its shareholders, customers, employees and society at large.
Company’s policies are in line with Corporate Governance guidelines prescribed under Listing
Agreement/s with Stock Exchanges and the Company ensures that various disclosures
requirements are complied in ‘letter and spirit’ for effective Corporate Governance.
During the financial year 2003-04, your Company was assigned highest Governance and Value
Creation (GVC) rating viz. ‘Level 1’ rating by CRISIL, which indicates that the company’s
capability with respect to creating wealth for all its stakeholders is the highest, while adopting
sound Corporate Governance practices.This rating was re-affirmed by CRISIL on April 20,2006
PROMOTIONAL STRATEGY
After the liberalization of the Indian Telecom Sector in 1994, the Indian cellular market
witnessed a surge in cellular services. By 2005, there were a total of 12 players in the market with
the five major players being Bharti Tele-Ventures Limited (Bharti), Bharat Sanchar Nigam
Limited (BSNL), Hutchinson-Essar limited (Hutch), Idea Cellular limited (Idea) and Reliance
India Mobile (RIM). All the players except RIM offered services based on the Global System for
17

18. Mobile (GSM) technology. RIM provided services based on Code Division Multiple Access
(CDMA) technology as well as GSM.
.
As competition in the telecom arena intensified, service providers took new initiatives to woo
customers. Prominent among these were - celebrity endorsements, loyalty rewards, discount
coupons, business solutions and talk time schemes. The most important consumer segments in the
cellular industry were the youth segment and the business class segment. The youth segment was
the largest and fastest growing segment and was therefore targeted most heavily by cellular
service providers.
18

19. ORGANIZATION STRUCTURE
19

20. 1.6 MILESTONE OF COMPANY
• Mobile phone operator, Bharti Airtel, became the first Indian telecom company to serve
50 million customers last month, and is now the world’s tenth largest wireless carrier.
• Bharti has doubled its user base in the past 14 months alone, and hopes to reach 100
million subscribers by 2010, according to company executives.
• “Our next 50 million will largely come from rural India as our plan is to reach 5,200
census towns and over five lakh villages, covering 96 per cent of the Indian population,”
said Bharti Airtel president and CEO, Manoj Kohli, at a news conference this week.
• Bharti Airtel, India’s leading telecommunication services provider, today announced that
it had crossed the 50 million customer mark. With this, Bharti Airtel has achieved the
distinction of becoming the fastest private telecom company in world to achieve this
landmark in a single country - within 143 months of start of operations. The 50 million
customer base covers mobile as well as broadband & telephone customers.
• In the mobile business, Bharti Airtel plans to make considerable investments in Network
expansion to establish presence in all census towns and over 500,000 villages across India
by 2010, thereby covering 95% of the country’s total population. The company’s strategic
focus will be on further strengthening the Airtel brand through best-in-class customer
service, which is backed by wide national distribution.
• In the Enterprise business, Bharti Airtel will invest substantially in the long distance
business to achieve the scale of a global carrier within next 2-3 years. It is also
strengthening the corporate business towards becoming a preferred managed services
partner for the top 2000 corporations.
• In Broadband & Telephone SBU, Bharti Airtel will initiate large-scale deployments of
broadband network infrastructure in 94 towns, with a sharp focus on the home and SME
20

21. segments. It is readying to offer triple play to its customers with the launch of its IPTV
service.
1.7 CORPORATE SOCIAL RESPONSIBILITY OF BHARTI AIRTEL
• Bharti Foundation, a separate vehicle established in 2000 to lead the CSR agenda of Bharti
Group of Companies.
• Bharti Airtel’s response to Tsunami Disaster, Donated Rs. 1 Crore to the Prime Minister’s
Relief Fund.
• Bharti Airtel during Mumbai Floods: Bharti Airtel employees climbed up the towers to restore
the networks so that our customers could conveniently reach its employees.
• Bharti Airtel’s response to Kashmir earthquake: Bharti Airtel’s ‘Rapid Response Team’
responded to the Kashmir earthquake by bringing more than 2000 food packets and water
bottles to the affected area.
1.8 Achievements
• First to launch Cellular service on November 1995.
• First operator to revolutionaries the concept of retailing with the inauguration of AirTel
Connect (exclusive showrooms) in 1995.
• First to introduce push button phone in India.
• It is also the first company to export its products to the USA.
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22. Chapter 2: Literature Review
2.1 Customer Satisfaction
Consumers can evaluate a product along several levels. Its basic characteristics are inherent to
the generic version of the product and are defined as the fundamental advantages it can offer to a
customer. Generic products can be made distinct by adding value through extra features, such as
quality or performance enhancements.
The final level of consumer perception involves augmented properties, which offer less tangible
benefits, such as customer assistance, maintenance services, training, or appealing payment
options. In terms of competition with other products and companies, consumers greatly value
these added benefits when making a purchasing decision, making it important for manufacturers
to understand the notion of a “total package” when marketing to their customers.
Sensations can be defined as the passive process of bringing information from the outside world
into the body and to the brain. The process is passive in the sense that we do not have to be
consciously engaging in a "sensing" process. Perception can be defined as the active process of
selecting, organizing, and interpreting the information brought to the brain by the senses.
22

23. For example, when manufacturing automotive parts, a high-performing product will provide the
customer base with basic benefits, while adding spare parts, technical assistance, and skill
training will offer enhanced properties to create a total package with increased appeal to
consumers.
Perception is the process through which a person forms an opinion about the various stimuli he
receives from his sensory organs. In marketing, perception is concerned with understanding how
the consumer views a product or service. The five senses of a person help him in this process
• To identify which cellular service they are using presently and try to convert them.
• To identify the type of connection plan, that the consumers currently have. (Postpaid,
Prepaid, or Life time card)
• To find out the communication channels most used by the consumers to know about
Airtel.
• To analyze consumer perception and expectation towards Airtel.
• To analyze the Reason and Purpose behind using Airtel.
• To find out the satisfaction level of customers towards Airtel.
Today, for any organization or firm to survive in this competitive world depends on its ability to
be dynamic and be different from the competition to be unique in the industry. Customer
Satisfaction helps every organization to keep the existing customer and to build new customer.
This research is aimed at profiling the standard customer with an aim to increase the network and
improve company-customer relations. The information gathered through this research can be
used by the company to improve its services and became more customers friendly. This can
increase the goodwill of the company and its overall performance.
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24. 2.2 Objectives
The main purpose and objective for this study is
• To know whether the signal is good in their area
• To find out if they are satisfied and aware of the services and offers provided
• To recommend measures for improving the product
2.3 Limitations
• The study is restricted only to AIRTEL, Delhi respondents. The view of their other areas
is not taken.
• Few respondents answer was collected.
• Respondents concentrated where the customers of AIRTEL only.
• Since the researcher selected 50 sample size it is not sufficient to cover opinion of entire
population.
• Time duration in conducting the research is very low.
24

25. Chapter 3: Research Methodology
Methodology is a way to systematically solve the research problem. It may be understand as a
science of studying how research is done scientifically. Research Methodology is a step by step
study of a problem. Physical activities involved in the study are:
• Developing the questionnaire regarding the customer satisfaction of the product
• Optimum respondents as a sample size are chosen for the activity to resemble the entire
population.
• Get the questionnaire filled by the customers in the place through interview or personal
interaction.
• Analysis of data on computer with special market research statistical package called
SPSS.
In this research questionnaire is framed in such a way management wants to know how the
customers are taking things that they had done to them and to find out the expectation of the
customers thus it will impact in policy making of the firm in the current fiscal year.
The questionnaire designed had closed question to find the respondents actual feeling as well as
their opinion rating about the satisfaction regarding the product.
The methodology followed for conducting the study includes the specification of research design,
sample design, questionnaire design, data collection and statistical tools used for analyzing the
collected data.
3.1 Research Design
25

26. The project is more of a qualitative than quantitative study. The project aims at the perception of
consumers regarding the consumers.
Explorative Research: Explorative Research includes surveys and fact-finding enquiries of different
kinds. The major purpose of description of the state of affairs it exists at present. In social science and
business research we quite often use the term expost factor research for descriptive research studies.
A Main characteristic of this method is that the researcher has no control over the variables; he can
only report what has happened or what is happening.
3.2 Data Collection Method
There are two types of data collection methods used:
1. Primary data collection
2. Secondary data collection
Primary data collection method:
Primary data is the data in which the researcher collects data through various methods like
interviews, surveys, questionnaires etc., to support the secondary data.
Primary data collected in this project is using the interview and questionnaire.
Secondary data collection method:
Secondary data is data collected by someone other than the user. Common sources of secondary
data for surveys, organizational records and data collected through qualitative methodologies or
qualitative research.
Secondary data used in this project is records of Human Resource Department for the service file
of the separating staffs, various HR Journals, projects and research papers of different scholars
both national and international.
3.3 Sampling Design/Techniques:
26

27. TARGET POPULATION: - The Target population under this survey are the consumers of mobile
network providers. The target population is limited to the central Delhi.
SAMPLE SIZE: - The sample size included 100 related people in various different location. Search
process was done by interacting with number of customers during the activities performed, which
included, markets, cold calling, canopies, etc. Sample design consist of CONVIENCE SAMPLING.
3.4 Statistical Tools Used
The main statistical tools used for the collection and analyses of data in this
project are:
• Questionnaire
• Bar Diagrams
3.5 Limitations
The project has been successfully completed with certain inherent limitations, which are as follows:
• This Project report is based on the secondary sources for data collection and no Primary data
has been used, due to which there is lack of practical knowledge.
• Time and work constraints were also there.
• Limited information & Respondent’s unavailability.
• Time pressure and fatigue on the part of respondents and interviewer.
• Courtesy bias& the behavior of the customer while approaching them to fill the questionnaire
was unpredictable.
• Lack of customer’s cooperation was a major constraint.
• Majority of the customer were too aggressive in nature.
27

28. Chapter 4: Analysis & Interpretation
Analysis & Interpretation:
The responses of the customers are valued in this analysis to find the satisfaction of the product.
The percentage analysis gives the percentage of the respondent’s satisfaction with regards to the
various components which drives them to buy the product.
1. Table showing the opinion on signaling at their area
Frequency Percentage (%)
Good signal 41 84
Bad signal 9 16
Total 50 100
Table 4.1
Chart showing the opinion on signal at their area
28

29. Chart 4.1
Interpretation:
The table shows that 84% consumers feel that signal of AIRTEL at their area is good, remaining
16% of them feel that signal is not good.
2. Table showing the opinion on customer care services
Frequency Percentage (%)
Satisfied 34 68
Not satisfied 10 20
Never used 6 12
Total 50 100
Table 4.2
Chart showing the opinion on customer care services
29

30. Chart 4.2
Interpretation:
The table shows that 68% of the customers are satisfied with the customer care services, where
as 20% are not satisfied and the remaining 12% doesn’t use customer care services .
3. Table showing occupation of different users
1. Student 2. Household 3. Executive 4.Other
Occupation Users
Student 15
Executive 55
Household 20
Other 10
30

31. Table 4.3
Chart 4.3
Interpretation:
Above graph shows that 55% of the total people interviewed are working. So, these people are the ones
who are the maximum users of mobile phones. They are the young executives, managers etc. who require
mobile for their official purposes. The next category is the households 20 %, who are either housewife,
small units which operate from their homes etc. The next segment is the students. They are 15%of the
whole. And 10% of the whole is categories who are the professionals.
4. Table showing whether customers use INTERNET services
Frequency Percentage (%)
Using 26 65
Not using 14 35
Total 50 100
Table 4.4
Chart showing whether they are using INTERNET services
31
15
55
20
10
0
10
20
30
40
50
60
Others
Households
Executives
Student

32. Chart 4.4
Interpretation:
The table shows that 65% of the customers use internet remaining 35% don’t use internet services
5. Table showing which feature of AIRTEL convinced you to use Airtel
1. Advertisements 2. Connectivity 3. Schemes 4. Goodwill
Convincing Factor Users
Advertisement 23
Scheme 8
Connectivity 58
Goodwill 19
Table 4.5
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33. 10
20
60
10
0
10
20
30
40
50
60
70
Satisfaction
Satisfied Fully satisfoed Dissatified Partially
Chart 4.5
Interpretation:
The above data shows that the connectivity of the Airtel is its backbone and it is the main reason that
the consumers are using it and the network is still is in usage and goodwill of the company is at risk
and falling at a huge rate.
6. Table showing which service do you use of Airtel
• Mobile service
• Internet
• DTH
• Other
Usage Users
DTH 10
Internet 25
Mobile Service 64
Others 8
Table 4.6
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34. 64
25
10 8
0
10
20
30
40
50
60
70
Mobile service Internet DTH Others
Sales
Mobile service Internet DTH Others
Chart 4.6
Interpretation:
It can be seen from the data represented above that most the customers use Airtel because of its
Mobile service’s rather than any other requirement as it provides them the best service in Airtel in the
service Department.
7. Table showing rating for internet speed
Frequency Percentage (%)
5 12
13 32
9 23
3 8
10 25
Total
Table 4.7
Chart showing rating for internet speed
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35. Chart 4.7
Interpretation:
The table shows that 12% rated 5-star, 32% rated 4-star, 23%rated 3-star,8% using 2-star and the
remaining 25%rated 1-star
8. Table showing what type of Airtel service you use?
• Postpaid
• Prepaid
Card Users
Prepaid 46
Postpaid 54
Table 4.8
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36. Chart 4.8
Interpretation:
The above data shows that earlier prepaid was the favorite of consumers but with the flow of time the
time this preference has shifted towards the postpaid side and now they are in demand as earlier only
network was used for call’s only and now it provides number of facilities like internet etc.
9. Table showing number of times customers log into internet Per day
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Frequency Percentage (%)
Once 5 12
Twice 7 18
More 14 35
Not even once 14 35
Total 50 100

37. Table 4.9
Chart showing number of times customers log into internet per day
Chart 4.9
Interpretation:
The table shows that 35% of the customers are log into internet more than once per day, 18%
twice per day, 12% once per day and the remaining 35% do not use internet services.
Chapter 5: Findings & Suggestions
5.1 FINDINGS
This chapter deals with the major findings of the study which are as follow
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38. • 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 the world and has covers major
of the population coverage.
• 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 loyal customers.
• Business houses are the major users of Airtel as it is better than all other network’s in
broadband coverage and plans are better than any.
• 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.
• Company is undertaking extensive promotional activities like advertisements released in
different Medias to create brand awareness in target pulling areas like campuses etc. Free
samples should be distributed among the prospects like free recharge or sims & sales
promotion tools like gifts, contests and coupons must be given to retailers as well as customers
and prospects. Catalogues should be distributed among customers.
• 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.
• Company has shifted to its concern to one of the most influential target market i.e. YOUTH as
population concern more on the youth as they consist majority of the population in the country
and are most spenders in today’s age.
• Airtel provides value added packs for its heavy users as to retain them as postpaid connections
are on the rise as compared to prepaid.
5.2 SUGGESTIONS
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39. • Following are the few suggestions to AIRTEL for improving the market share and image
of the products concerned.
• Modification must be brought about in AIRTEL, in terms of quality. Its demand should be
increased and provides its consumer with value added services as to retain them.
• In today’s age the brand must focus on other areas to market it like Malls, theatre and
crowed area to get attention and market it and gather audience interest.
• Most of the respondents are satisfies with the services provided by Airtel to mobile user
steps to be taken to make customers more satisfied but many are still not aware of phone
plus facility and steps are to be taken to popularize it.
• Many of the respondents are not satisfied with the features provided to prepaid users as
compared to Landline users.
Chapter 6: Conclusion
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40. Airtel is a very successful brand in India & providing customer satisfaction is to be there main
motive. Provides Internet access on the move as people are more dependent on it in their daily lives
like wide network and good 3G services.
Providing customer satisfaction is the most crucial step of the company as they are to be satisfied and
provides Internet access on the move such as Wide network and good 3G services as they are
important and technology advanced stuff required by almost everybody in today’s environment,
Airtel is a home brand and a very successful brand in India and overseas and one of the most
successful brands still to date. It possesses congestion free & wide network, unique value added &
customer services to cover one of the widest areas.
From the details it can be concluded that 70% 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.
Connectivity is the backbone of the company and it is still the reason why consumers use it and the
most users of the company fall in the youth category and are now using postpaid services as they are
aware of the services provided as the youth is the main target of major of companies as the country
mainly comprises of them.
6.1 LIMITATIONS OF THE REPORT
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41. Many constraints were involved in doing this study. Some of them are as follows:
• Customers generally do not show interest towards the survey.
• The sample size is too small as compared to large population.
• The survey is done only in Delhi so the recommendation, finding and
conclusions are best suited for outlets in Delhi only.
• Due to shortage of time study was restricted.
• Customer responses some time affected due to halo effect or pear influences.
• Many times consumers hide the exact information and provide what the informer
wants.
Bibliography
41

42. In this project report, while finalizing and for analyzing quality problem in details the following
Books, Magazines/Journals and Web Sites have been referred. All the material detailed below
provides effective help and a guiding layout while designing this text report.
Books:
• C.R Kothari (2004): Research Methodology Methods & Techniques , New Age International‟
Publishers, New Delhi, 2nd Edition.
• Richard I. Levin, David S. Rubin (2004): „Statistics for Management , Prentice Hall of India‟
Private Limited, New Delhi, 7th Edition.
• Principles of Marketing –Philip Kotler & Kevin keller edition 12
• Market Research – D.D. Sharma
Web sites:
• www.wikipedia.com
• www.Airtelworld.com
• http://en.wikipedia.org/wiki/Bharti_Airtel
• http://www.airtel.in/
• http://managementhelp.org/customer/satisfy.htm
• http://airtelbroadband.in/wps/wcm/connect/airtel.in/airtel.in/Home
• http://www.customersatisfaction.com/
• http://www.markosweb.com/www/airtel.in/
• http://www.1000ventures.com/business_guide/crosscuttings/customer_satisfaction.html
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43. ANNEXURE
QUESTIONNAIRE
1. Is AIRTEL’s signal at your area is good?
Yes No
2. Are you satisfied with our customer care services?
Satisfied Not satisfied Never used
3. Do you use Internet Services?
Yes No don’t know that internet connection was there
4. How many times do you login to internet per day?
Once twice more not even once
5. Maximum recharge per month
10-100 100-200 200-300 300-400 400-500 Above 500
6. Are you using any Offers?
Yes No
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Name: _______________ Age:____________
Occupation:___________ Phone No.:______________
Address:_________________________

44. 7. Are you satisfied with the offers
Satisfied Not satisfied Never used
8. What is your age?
15-21 years 21-28 years 28-35 years
9. What is your occupation?
Student
Household
Professional
10. What type of Airtel service you use?
Postpaid
Prepaid
11. Did you use any other network connection other than AIRTEL
Yes No
12. Do you feel AIRTEL is better than any other Connections
Better Not better
13. Suggest features you think needs improvement
Service Transparency in Billing
Call Clarity Any other (specify)
13. Any suggestions:_______________________________________________
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