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CHAPTER - 1
GENERAL INTRODUCTION
A large population, have low telephony penetration levels
and rise in consumers income and spending owing to strong
economic growth have contributed to making Indi the fastest
growing telecom market in the world. In the beginning, two
way radios (known as mobile rigs) were used in vehicles such
as tanicabs, police cruisers, ambulances, and the like, but were
not mobile phones because they were not normally connected
to the telephone network. Users could not dial phone numbers
from their mobile radios in their vehicles. A large community of
mobile radio users, known as the mobile radios in their
vehicles. A large community of mobile radio users, known as
the mobilizes, popularized the technology that would
eventually give way to the mobile phone.
Today communication has been modernized from the
telegraphic communication into pocket sized mobile
communication plays very crucial role to connect the people
from different places within seconds at any time at any place in
the world. In this 21 st century, without communication no
activities can be done. For eg.: Business people are taking any
marketing decisions through mobile communication.
It helps not only in the business, it covers all the other
activities, which take place. So no person cannot live without
communication in the present competitive era.
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Idea cellular is a publicity listed company having listed on
the BSE (Bangalore Stock Exchange) and the NSE (National
Stock Exchange) in Mumbai.
Idea cellular is a leading GSM Mobile service operator with
Pan India Licenses, with a customer base of 47 million in 17
states are operations are soon expected to start in Kokata and
west Bengal, Nort East and Assam and Jammu and Kashmir. A
frontrunner in introducing revolutionary tariff plans, IDEA
cellular has the distinction of offering the most customersfriends and competitor prepaid offering for the first time in
India, in an increasingly segmented market. From basic voice
and short message service (SMS) services to high end value
added services such as mobile TV generation and IDEA is seen
as an innovative customer founded brand.
IDEA Wowen Card cellers to the special needs of women
on the move and youth card covered the emerging youth
segment. IDEA MY GANG. The widely popular bagged the
prestigioius Golden Peacock Award 2008 under the most
innovative product category at the 19 th world congress on Total
quality. A brand known for many first, IDEA was the first to
launch the GPRS & EDGE in India. IDEA has partnered with
Research inmotion (RIM) to offer Black Berry service on its
network. IDEA net setter plug and play, EDGE enabled USB
data card offered affordable data connectivity with faster
speed and consistency.
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IDEA offers seamless coverage to roaming centomon
travelling to any part of the country, as well as traditional
travelling customers across over 200 countries. IDEA cellularhas partnership over 400 operates worldwide to ensure that
customers are always connected while on the move across the
globe.
IDEA part of the Aditya Birla Group. Indias first truly
multinational corporation. The group operation in 25 countries
and in anchored by over 1,25,000 employees belonging to 25nationalities. The group has been adjudged The Best employer
in India and among the top 20 in Asia by the Hewitt-Economic
Times & wall street journal study 2007.
HistoryIncorporated as Birla Communications Limited in 1995
obtained licenses for providing GMS based serviced in Gujarath
and Maharashtra circles following the original GSM license
bidding process.
In 1996 changed name to Birla AT & T communication
limited following joint venture between Grasim Industries and
AT & T corporation.
In 2000 merged with Tata Cellular limited, thereby
acquiring original license for the Andhra Pradesh circle.
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In 2004 changed the name as Idea Mobile
communications Limited., In 2006 become part of the Aditya Birla Group subsequent
to the TATA Group transferring its entire shareholders inthe company to the Aditya Birla Group. Acquired Escorts
Telecommunications Limited. In 2007 Merger of seven subsidiaries with Idea Cellular
Lilmited. In 2008 Idea acquired 9 licences for Punjab, Karnataka,
Tamil Nadu and Chennai, West Bengal, Orissa, Kolkata,
Assam, North East and Jammu and Kashmir. Acquiredspice communication with the operating circles of Punjab
and Karnataka. In 2009 Idea launches services in Tamil Nadu, Idea
expanded services in Orissa.
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Our service Area The Indian telecommunications market for mobile
services is divided into 22 service areas classified into metro
category A, category B and category C service areas by the
Government of India. These classification are based principally
on a service areas revenue generating potential. Our 17
operational service area are broken up into established and
new service area.
The Idea have already 40,016,153 customers are there.
Considering the facts that service quality is vital for business
success and consumer is occupying the centre stage in the
business, service provider should consider the success factors
of their business. At the end of the day human element
occupies the centre stage in service sector and other
supporting activities like technical skills etc. provides sufficient
strength to carry on the business.
Indian Telecom sector, like any other industrial sector in
the country, has gone through many phases of growth and
diversification. Starting from telegraphic and telephonic system
in the 19 th century, the field of telephonic communication has
now expanded to make use of advanced technologies like GSM,
CDMA and WLL to the great 3G technology in mobile phones.
Day to day both the public players and the private players
are putting in their resources and effects to improve the
telecommunication technology so as to give the maximum to
their customers.
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So the customers find difficulty to evaluate the quality of
service offered by various services providers and select the
best one. Customer derives greater satisfaction from a service
when they play a bigger role in creating and providing the
service. Customer knowledge about the service also
determines his expectations of service.
Chapter 2
RESEARCH METHODOLOGY
Title of the Study:A study on Service reliability of IDEA company
with regard to Tumkur district.
Statement of the problem This particular topic is service reliability of IDEA services
and to know more about the post paid and prepaid services
provided by the Idea because of introduction of many network
services the competition is very high. This study also helps to
understand the competition between other services and also to
analyze the services of Idea.
The company has to conduct services or get feedback toupdate the service reliability to be better than their
competitors. So this project based on the respondents survey
to analyze the extent of service reliability and the essentials to
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be done in future to increase demands will be highly fruitful for
the company betterment.
Hence, this study aims at analyzing the servicereliability of Idea company in Tumkur city.
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Objectives of the study1. To know the respondents opinion about Idea services.
2. To find out the factors influencing the purchase decisions.3. To study the service reliability of Idea services.
4. To know about the customer satisfaction level regarding
Idea services.
5. To find out the opinion about network coverage of Idea
services.
6. To study about the additional facilities provided by them.
7. To study the various schemes offered by Idea services.
8. To study the price charged by the Idea services
9. To identify the best media for advertisement.
10.To study the reason behind using the Idea service.
11.To find out the solutions to problems.
12.To know the respondents opinion about quality of service
provided by Idea company.
13.To know the customer opinion about additional benefits
needed to implement.
14.To know the customer loyally towards Idea company.
15.To find out which type of promotional activities are
needed to improve their sales and profits.
16.To find out respondents awareness about policies and
various offers.17. To find out the factors which are extremely influential for
customer during the purchase of Idea services.
18.To find out the market share of the Idea services.
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Scope of the study This study helps the company to know about its
competitors. It will also help to know the customer attitude andresponse. The study of market of Idea services has been
carried out in Tumkur city. The study is conducted to carry out
necessary information. It helps to know the company to know
the factors influencing the customers for accepting and
rejecting the service. It helps in selecting the best promotional
activity to improve the sales. It will also helps in knowing the
level of customer satisfaction and it also helps the company to
improve and add new features in service for customer
acceptance.
This study also helps to extend this service line so as to
capture market share and face the tough competition. This
study also helps in concentrate more on better services in
order to attract and satisfy the prospective customers.
It helps the company to read its customers in better way
and to develop service reliability accordingly.
At last, it can be taken as a basis for any future customer
service related research studies.
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Limitations of the study This study was conducted only in Tumkur city. So that the
company cannot take major decision by taking only thisparticular region of survey.
The sample size as confined to 100 respondents due to
lack of time. The method selected is complex and time
consuming.
The tastes and preferences of the customers for
accepting a service may change over a period of time.
Research designA research design is purely a master plan or model for the
conduct of investigation. It is specification of procedure for
collecting and analyzing the information required for thesolution of some specific problem.
Market research design can be classified on the basis of
the fundamental objectives of the research
Explanatory Descriptive
Casual
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Research design
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Research design adopted for the studyDescriptive research design is adopted under which case
method is felt to be more formalized. So that the point to be
investigated is known correctly. The interview is targeted to a
small group of selected individuals form the chosen areas of
the city.
The outcomes of the study are:
It is possible to identify the real event or the situation
Inference are drawn studying the entire situation
Due to close interaction between the customers it is
possible to collect more accurate information.
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Research MethodPrimary data can be collected in 5 ways for the study of
the problem.
Observation Test Marketing Experimental
Consumer Panel
Personal Interview
Telephone Mail
Personal interview techniques are used backed up by
structured questionnaire, a famous research tool for the study.
Research instrumentA structured questionnaire of both open and closed end is
felt necessary for the research problem.
Data collection or sources of dataWhen once a research design is planned and finalized
them of collecting both primary and secondary data has to be
produced keeping in view the research problem.
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Research
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Primary data can be collected through number of method
such as survey and observation method. The primary data is
collected structured questionnaire form the customers.
Internal sources Informal business records, accounting records, sales force
records, miscellaneous records.
External sources Survey reports, business magazines, trade journals,
report of some specific projects, internet.
Sampling design
Sampling design is the basic unit containing the elements
of population to be sampled. In this project, the respondents
are chosen from the customers of Tumkur city.
Sampling size
How many people should be surveyed?
The size of the sample has direct relationship with the
degree of accuracy desired in the investigation. A sample size
of 100 respondents was chosen on a random basis.
Methodology The methodology reveals its meaning, the purpose and
the way of collection of information from various sources.
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Primary dataA structured questionnaire was used to collect primary
data (a copy of which is attached to the appendix).
In structured questionnaire the various questions are
typed on a form, in a nature containing yes, no answers,
rating and open ended questions.
Questions and multiple choice questions were carried out
to the respondents in the questionnaire. The use of structured
questionnaire was to limit the time of the respondents and to
eliminate bias from the answers to the great extent possible.
Secondary dataSecondary data were collected through research of
brochure magazines and website.
Plan of Analysis The study is divided into several parts:
1. First part deals with general introduction of the product.
2. Second part deals with research methodology, which
consists of statement of the problem, objectives, scope,
limitations and research design.
3. Third part deals with theoretical background consists of
introduction of marketing and brief explanation about
service reliability.
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4. Fourth part deal with company profit which includes
history, growth, business summary, etc.
5. Fifth part deals with product profile, which includes
services of Idea company.6. The data collected were analyzed and interpreted by
using statistical tools like charts, tables, graphs and
diagrams in the sixth part.
7. Seventh part deals with summary of survey findings.
8. Eight part deals with suggestions
9. Ninth part deals with conclusion.
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Chapter 3
THEORETICAL BACKGROUND
Theoretical perspective
Introduction of MarketAs the 21 st century is fast growing marketing is becoming
more and more attractive for the company at state, national
and international levels. With the development of new markets
and technology of selling a whole variety of consumer product
has been designed and developed.
Todays market is much Smarter and price sensitive than
before, considering its consumer with more disposable income
in his hands, he is empowered with more choice and
purchasing power.
The consumer is the king and queen in the market with
his changing tastes and preferences from time to time. The
consumer tries to satisfy his wants from different market
sources. Hence, to know likes and dislikes of consumers
towards the products, marketer should go for market research
and conducting a consumer survey to know about the customer
behavior.
MarketMarket is a place where buyer and seller interact together
for purchase and sales of goods and services. According to
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Philip Kotler, A Market is an area for potential exchanges. A
market is an aggregate demand the potential buyers for a
products/service. A market consists of the forces of supply
(sellers) and demand (buyers) facilitating an exchange processbetween sellers and buyers. Exchange is the heart of
commerce or marketing.
According to Philip Kotler and Gary Armstrong, Marketing
is the business function that identifies customers needs and
wants, determines which target markets the organization can
serve beset and design appropriate products, services and
programs to serve these markets.
Core concepts of Marketing
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Market
Body of Body of Market the circle of Exchange
Feedback informationsatisfaction
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Marketing is a social and managerial process by which
individuals and groups obtain what they need and want
through creating, offering, exchanging and transacting
products of value with others.
This definition of marketing rests on the following core
concepts, needs, wants and demands: products (goods,
services and ideas); value and satisfaction exchange and
transactions; relationships and network; marketers and
prospects.
These concepts are illustrated below:
Marketing managementMarketing management represents marketing concepts in
action i.e., preplanned demand management under customer
oriented marketing philosophy.
Marketing management may be defined as, The process
of management of marketing programming for accomplishing
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Needs,Wants &demands
Products,goods;services &
Value, costand
satisfactio
Exchangeand
Relationship andMarkets
Marketers&
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organizational goals and objectives. Marketing management
involves planning, implementations and control of marketing
programs or campaign.
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Marketing research
Marketing research is the systematic gathering, recordingand analyzing of idea about problems connected with market
place that is problems related to product, price, promotion and
distribution of the 4Ps of the marketing mix.
Marketing research is said to be moving away from
simple surveys to action oriented, decision oriented, problem
solving research. Reflecting this change in orientation,marketing research may be defined as the scientific and
controlled process of gathering of non-routine marketing
information helping management to solve marketing problems.
Marketing is concerned with all those factors, which have
a direct impact upon the marketing of products and services.
Marketing research coversMarket research, sales research, product research,
advertising and promotion research, research on sales methods
and policies, distribution research including the dealers
research.
It also concentrates on the study of product planning and
development, pricing policies effectiveness of personal selling,
advertisement and sales promotion, distribution structure,
marketing strategies, market competition, etc.
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Marketing research is directly interested in offering sound
alternative solutions, to all marketing problems relating to
exchange of goods and services from producer to consumers.Beginning and end of marketing is marketing research.
SurveysA survey consists of gathering data by interviewing a
limited number of people (a sample) selected form a larger
group. A survey has the advantage of getting to the original
source of information.
In this method, the researcher obtains information from
the respondents by interviewing them. This is the most
common method of getting primary data. This method is more
effective than the experimental and observation approach.
The survey can be conducted in two ways: Sampling survey and
census survey
under census survey, the marketer conducts survey
covering the entire market. The data are collected from each
and every person in the market. But under sampling survey,
only a part of the whole group will be studied. We may study a
sample drawn from the large group and if the sample is
adequately representative of the group, we should be able to
arrive at valid conclusions.
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As such, sampling survey is widely accepted. Data
collection under the survey method is of three types.
1. Personal interview
2. Mail questionnaire3. Telephone interview
ProductA product is any tangible, intangible offering that might
satisfy the needs or aspirations of a consumer.
According to Philip Kotler, A product is anything that can
be offered to a market for attention, acquisition, a use or
consumption that might satisfy a want or need. It includes
physical objects, services, persons, places, organization and
ideas.
Features of a product
1. Tangibility2. Intangible attributes
3. Associated attributes
4. Exchange value
5. Consumer satisfaction
Product mixA product mix is the set of all product lines and items that
a particular seller offers for sale to buyers. It has four main
characteristics.
1. Length
2. Width
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3. Depth
4. Consistence
Customer The customer is the focal point of the marketing mix. He
is not dependent on the seller in reality and not an interruption
of sellers work. A customer does the seller a favor when he
meets the salesman. The salesman is not doing him a favor by
serving him. Let the salesman remember three things.
1. A customer is the most important asset a marketer/seller
can have.
2. A customer is the hardest thing to get.
3. A customer is the easiest thing to lose.
Consumer preferenceIt is priorities given by the customers towards particular
product or towards brand and other related product aspects.Here consumer preference depends on the advantages of
particular product over other product or brand.
Factors affecting consumer preferenceConsumer purchases are influenced by cultural, social
and psychological characteristics or factors they are as follows:
cultural factors; culture, sub culture, social class, social factors;
group, family, roles and status, age and life cycle, occupation,
life style.
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Marketing philosophies for services There are four known philosophies of marketing which
have at same time or the other been held by the managers of
commercial organizations. Ion case of devices are:
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a. The production concept
It is assumed that customer will buy the servicesoffered by various services firms, provided they are
accessible and affordable. Accordingly service providers
must develop services which they consider useful and at
affordable prices, then they will easily sell.
b.The product concept
Customers will buy these services that offer the bestquality and value for money. Thus according to this
approach the serviced providers must direct their efforts
at improving their quality of service and by doing so,
customers will try them.
c.The selling concept
This concept assumes that customers will not buythe firms services unless a positive efforts is made by the
firm to sell them. Accordingly, this concept implies the
need not only for advertising and other sale promotion
activities, but also aggressive selling or active
persuasive selling of services by the marketing staff.
d.The marketing conceptAccording to this concept to ensure the long term
commercial success the service firms have to find out the
needs and wants of target markets and to adopt their
organization as well as services to satisfy those needs
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and wants more effectively and efficiently than
competitors.
Service qualityIt is difficult for customers to evaluate services ascompared to conventional products. It is because of this reason
that service providing firm give a lot of thought to the physical
environment in which the service is delivered they try to build
up a service image with tangible features. Many such tangible
service features are included in the advertising and
promotional literature.
Service quality means focusing on satisfying customers
need and in that sense it is not much different from product
quality which also focuses on satisfying customer needs.
However, service will be intangible and can be experienced by
the customer only.
Parasuraman, Zenithal and Berry developed a research
instrument called SERVQUAL to measure customer satisfaction
with different aspects of service quality. Accordingly there are
five specific dimensions of service quality. They are:
Tangibles
Empathy Reliability
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Assurance Responsiveness
5 Stars of Quality
ResponsivenessResponsiveness is willingness to help customer and
provide prompt service. The focus under this quality
determinant is our attentiveness and promptness in dealing
with the customer queries i.e., requests, problems, complaints
and questions of the customer.
AssuranceAssurance relates to knowledge and accuracy of
employees and their ability to convey trust and confidence.
This inspires trust and confidence. This dimension is of great
significance for service where a customer perceives high risk
include legal services medical services, brokerage and stock
services.
EmpathyEmpathy is the ability to provide caring individualized
attentions the firm provides its customers. Empathy meanstreating the customers as indirect i.e., it calls for customized
services. For organization each customer is unique and they
provide personalize service to their customer.
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Tangibles Tangibles are appearance of physical facilities,
equipment, personnel and communication materials. The
customer evaluate the quality of services as above tangiblefeatures. The service organization try to enhance their image,
provide continuity and through tangibles signal quality to
customers.
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ReliabilityIn marketing research, reliability is the accuracy with
which data portrays reality, particularly when a sample group is
studied in order to make generalization about a total
population. Reliability is the ability of the entity to perform its
assigned task predictably and without fail at all times.
Fujitsus quality of service management as delivered
through its quality of service. Appliance is designed for
conforms to the highest possible reliability standards. In the
world of service level management there are four areas that
require a reliability strategy.
1. The network and system operation.
2. New equipment introduction (for possible compromise of
existing network and system integrity).
3. The new equipment itself.4. The service status and warranty commitments of new
equipment suppliers.
Service reliability includes three important factors:
1. Accessibility - Service is available when desired
2. Continuity - customers has uninterrupted service over
desired duration
3. Performance - meets the customer expectations
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Characteristics of Telecom Industry
Entry and Exit barriers Telecom industry is characterized by high entry and exit
barriers. Service provides need to invest huge capital to built or
hire the necessary infrastructure for providing services to
customers.
Eg: Tata tele services in India invested an amount of Rs. 7533
crore for setting up the required infrastructure because of the
high cost of capital involved in most countries the government
owned telecom service organization enjoys monopoly. Thus the
telecom industry is heavily regulated by the government.
Even in an open industry where the private players are
allowed to operate if a player finds it difficult to compete and
wants to quit the industry, finding a right buyer is a formidable
task. The buyer should be willing to pay the huge amount enter
the market and face the challenges.
Competition The intangible inseperable and heterogeneous nature of
telecom service poses difficulty to new players in attracting
potential customers. It also makes it difficult for the existing
players attempt to convince customers by offering various
supplementary services using advanced technology.
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Market segmentationIt is the basic step for any service to be served and the
marketing strategy required to serve it. Therefore, let us start
with an understanding of market segmentation of the telecomindustry in India.
The market for telecom industry can be divided into
following segments based on the consumer.
Individual The most important segment is that of individual
customers or households. Because of the monopoly of
government owned tele-communication sector in India. People
earlier paid very high prices for communication services. After
the basic telephone services were opened for private players in
1994, many players entered the market and the prices came
down owing to competition. Te number of individual users
increased significantly as the reach improved and service
efficiency increased.
CorporateCorporate communication includes the communication of
information between two units in two different locations of a
city, of country or in two different countries. Business
communication can take any form, telephonic conversation
letter, email, fan, etc. it is important that the message be
conveyed clear and fast, without any distortions for the
business to function effectively and efficiently.
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Rural
During the monopoly of the government owned service
providers, the worstly affected customer was the ruralcustomer. The reach was so bad and the quality of service
provided was even worse. The telecom revolution of the late
80s and early 90s saw a change in the rural areas and provide
basic telephone services at subsidized prices, the reach of
telecom services to remote areas has improved. The efficiency
of the services has also improved.
UrbanIn urban areas, the number of telephone subscribers is
significantly higher than rural areas. This is because of not only
the available infrastructure but also the presence of educated
masses, which are comfortable using technology and therefore
use it more frequently. Infact, urban India has grown to become
dependent on telecom services.
This is one of the reasons why most cellular service
providers start their business in the cities first and then
proceed to capture the rural areas.
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Chapter 4
INDUSTRY PROFILE
Mobile Phones - A History
Introduction
Digital wireless and cellular roots go back to
the 1940s when commercial mobile telephony
began. Compared with the furious pace of development today, it may seem odd that
mobile wireless hasn't progressed further in
the last 60 years. Where are our video watch
phones? There were many reasons for this delay but the most
important ones were technology, cautiousness, and federal
regulation.
As the loading coil and vacuum tube made possible the early
telephone network, the wireless revolution began only after low
cost microprocessors and digital switching became available.
The Bell System, producers of the finest landline telephone
system in the world, moved hesitatingly and at times with
disinterest toward wireless. Anything AT&T produced had to
work reliably with the rest of their network and it had to makeeconomic sense, something not possible for them with the few
customers permitted by the limited frequencies available at the
time. Frequency availability was in turn controlled by the
Federal Communications Commission, whose regulations and
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unresponsiveness constituted the most significant factors
hindering radio-telephone development, especially with cellular
radio, delaying that technology in America by perhaps 10
years.
In Europe and Japan, though, where governments could
regulate their state run telephone companies less, mobile
wireless came no sooner, and in most cases later than the
United States.
Japanese manufacturers, although not first with a working
cellular radio, did equip some of the first car mounted mobilephone services, their technology equal to whatever America
was producing. Their products enabled several first commercial
cellular telephone systems, starting in Bahrain, Tokyo, Osaka,
Mexico City.
Wireless and Radio Defined
Communicating wirelessly does not require radio. Everyone'snoticed how appliances like power saws cause havoc to A.M.
radio reception. By turning a saw on and off you can
communicate wirelessly over short distances using Morse code,
with the radio as a receiver. But causing electrical interference
does not constitute a radio transmission. Inductive and
conductive schemes, which we will look at shortly, also
communicate wirelessly but are limited in range, often difficult
to implement, and do not fulfill the need to reliably and
predictably communicate over long distances. So let's see what
radio is and then go over what it is not.
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Weik defines radio as:
"1. A method of communicating over a distance by modulating
electromagnetic waves by means of an intelligence bearing-
signal and radiating these modulated waves by means of
transmitter and a receiver. 2. A device or pertaining to a
device, that transmits or receives electromagnetic waves in the
frequency bands that are between 10kHz and 3000 GHz."
Interestingly, the United States Federal Communications
Commission does not define radio but the U.S. General Services
Administration defines the term simply:
1. Telecommunication by modulation and radiation of
electromagnetic waves.
2. A transmitter, receiver, or transceiver used for
communication via electromagnetic waves.
3. A general term applied to the use of radio waves.
Radio thus requires a modulated signal within the radio
spectrum, using a transmitter and a receiver. Modulation is a
two part process, a current called the carrier, and a signal
bearing information. We generate a continuous, high frequency
carrier wave, and then we modulate or vary that current with
the signal we wish to send. Notice how a voice signal varies thecarrier wave below:
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This technique to modulate the carrier is called amplitude
modulation. Amplitude means strength. A.M. means a carrier
wave is modulated in proportion to the strength of a signal. The
carrier rises and falls instantaneously with each high and low of
the conversation. The voice current, in other words, produces
an immediate and equivalent change in the carrier.
For voice this is exactly the same way a telephone works, using
the essential principle of variable resistance. A voice in
telephony modulates the current of a telephone line. Compared
to a telephone line, the unmodulated carrier in radio is simply
the steady and continuous current the transmitter generates.
When you talk the radio puts, superimposes, or impresses your
conversation's signal on the current the radio is transmitting.
Conversation causes the current's resistance to go up and
down, that is, your voice varies or modulates the carrier. I
illustrate this idea with the diagram below.
The only difference between a telephone and radio is that we
call the transmitter a microphone. Now that we've quicklylooked at radio, let's go on to its early development.
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History of CELLULAR TELEPHONY IN INDIA
Cellular 1992 -Telecommunication sector in India liberalizedto bridge the gap through government spending & to provide
additional resources for the nations telecom target. Private
sector allowed participating
1993 - The telecom industry gets an annual foreign investment
Rs 20.6 million
1994 - License for providing cellular mobile services granted
by the government of India for the Metropolitan cites of
Delhi, Mumbai, Kolkata & Chennai. Cellular mobile service
to be duopoly (i.e. not more than two cellular mobile
operators could be licensed in each telecom circle), under
a fixed license fee regime for 10 years.
1995 - 19 more telecom circles get mobile licenses
1995(August) - Kolkata became the first metro to have a
cellular network
1997 - Telecom Regulatory Authority of India is set up
1998 - Annual foreign investment in telecom stands at Rs
17,756.4 million.
1999 - FDI inflow into telecom sector falls by almost 90% to
Rs. 2126.7 million
1999 - Tariff rebalancing exercise gets initiated1999(March) - National Telecom Policy is announced.
2000(June) - FDI inflow drops further down to Rs 918 million
coming
2000 (January) - Amendment of TRAI Act.
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Telephone system in India
India's telephone system, like many other aspects of
telecommunications, is in the government sector, under the
control of the Ministry of Information and Broadcasting. The
modernization of the telephone system in India has been
underway since 1986 when Mahanagar Telephone Nigam, a
government corporation, was established to operate systems in
Bombay and New Delhi, and Videsh Sanchar Nigam, also
government owned, was set up as the overseas carrier.Progress was slow, however; the rest of the nation's service
continued as a civil-service-run operation under the
Department of Telecommunications until 1994 when basic
telephone services were opened to private-sector competition.
Service providers in IndiaRecently only the PSUs BSNL and MTNL were allowed to
provide basic phone service through copper wires in India.
MTNL is operating in Delhi and Mumbai only and all other parts
are covered by BSNL. The boost in India telecom market has
also given rise to illegal setups and practices.
Following the directives issued by the minister of
communication and IT, Government of India, the department of telecom has setup vigilance telecom monitoring cells at Delhi,
Mumbai, Chennai, Hyderabad and other important locations to
vigorously defect the illegal telecom setups in the country. VTM
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cells continuously monitor the operators to check the grey
market cells.
Chapter 5
COMPANY PROFILE
IDEA Type - Public
Founded - 1995
Head quarters - MumbaiKey people - M.R. Prasanna,
CEO
Kumar Mangalam,
Chairman
Rajesh Birla,
ChairpersonIndustry - Mobile tele-
communicationsProducts - Mobile networks,
Telecom services, etc.
Revenue - 1946.5 million (2009)
Net income - 103344.41million (2009)
Idea is a mobile network operator with its headquarters in
Mumbai. It is the largest mobile tele communications network
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company in the world by turnover and has a market value of
about 75 billion (2008).
As Indias leading GSM mobile services operator, IDEAcellular has licenses to operate in 11 circles. With a customer
base of over 17 millikon. IDEA cellular has operations in Delhi,
Maharashtra, Goa, Gujarat, Andra Pradesh, Madhya Pradesh,
Chattisgarh, Uttaranjchal, Haryana, UP-West, Himachal Pradesh
and Kerala. IDEA cellulars footprint currently covers
approximately 45% of Indias population and over 50% of the
potential telecom market.
As a leader in value added services, Innovation is central
to IDEAs VAS factory. It is the first cellular company to launch
music messaging with cellular jockey, background tones, group
talk, a voice portal with Say IDEA and a complete suit of
mobile email services.
A front runner on introducing revolutionary tariff plans,
IDEA cellular has the distinction of offering the most customer
friendly and competitive prepaid offerings, for the first time in
India, with super power 2 minutes outgoing free, lifelong offer
and other segmented offerings like womens card. life time
Ideas is the first and only loyalty program, for the prepaid
customer, introduced by a cellular brand.
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The latest feature in the IDEA cap is the GSM association
award for Bill Flash. It has recently won making it the first
cellular operator in India to win an award on this platform.
Idea cellular is part of Aditya Birla Group, which is Indias
first truly multinational corporation global in vision, rooted in
Indian values, the group is driven by a performance ethic
pegged on value creation for its multiple stakeholders.
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Awards & rewards of the company1. Buzziest Brand in India 2009
Idea voted 4 th Biggest brand in India by afags.
2. Golden Peacock - 2008, Most innovative product and
service.
3. Asian Mobile News Awards 2008 and 2007, Mobile
Operators of Year in India.
4. GSM Association Award Best Billing customer care
solution 2006-07
5. Bill Flash service at GSM association awards in
Barcelona, Spain 2005
6. Won the award for the CARE services in the Best Billing
customer care solution at the GSM Association Award in
Barcelona.
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Cluster headArea ManagerBranch ManagerSales ManagerShop Manager2 Marketing Executives4 customer care executives2 Office boys
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ORGANIZATION STRUCTURE
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Mission & Vision statement
Vision Statement
It goes without saying that the brand vision of Idea
mirrors the companys vision
Mission statement
We will delight our customers while meeting their
individual communication needs anytime anywhere
We survive because of our customers.
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PRODUCT PROFILE
Idea cellular, a pan-Indea mobile operator has launched
breakthrough tariff plans to enable its subscribers to call at
affordable rates anywhere in the country. Idea has launched
two tariff plans offering all local calls at 40 paise per minute.
STD at 60 paise per minute and another plan offering all local
and STD calls at just 1 paise per second. This initiative by IDEA
cellular is set to user in a new era of mobile phone billing,
besides offering lowest call tariffs in Karnataka.
The Super Saral plan, new IDEA prepaid subscribers can
do their first recharge with either purchase for Rs. 44 or Rs. 94
tariff voucer. The two vouchers come with a tariff validity of
one year.
IDEAs per second tariff plan will offer all local and STD
calls on any network in India, at the lowest tariff of 1 paisa per
second. New IDEA subscribers can avail the per second plan by
purchasing super seconds voucher for Rs. 47,97 & Rs.196.
this would include talktime and free promotional local SMSs
and comes with a tariff validity of 1 year.
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Chapter 6
DATA ANALYSIS AND INTERPRETATIONTable No. 1: Table showing respondents
using Idea services
Sl.n
o.
Factor
s
No. of
respondents
% of
respondents
1 Yes 100 100%2 No 0 0% Total 100 100%
Interpretation
From the above it is clear that 100% of the respondents
are using Idea services and from the above analysis it can be
analyzed that the youngsters are more attracted towards Idea
prepaid services of Idea in Tumkur city.
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Graph No. 1: Table showing respondents
using Idea services
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Table NO.2 : Table showing respondents
knowledge of the Idea service throughdifferent sources
Sl.n
o.
Factors No. of
respondents
% of
respondents1 Dealer 6 6%
2 Friends 48 48%
3 Relative
s
4 4%
4 Media 36 36%
5 Colleagu
es
1 1%
6 Others 5 5%
Total 100 100%
Interpretation The sources such as dealers, friends, relatives, media,
colleagues and others play an important role in promoting the
particular service.
From the above table, it is clear that 48% of respondents
know about IDEA through friends, 36% of them are known by
Media, 6% of them are known are dealer, 5% of them are
known by others and 1% of them known by colleagues.
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Graph NO.2 : Table showing respondents
knowledge of the Idea service throughdifferent sources
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Table No. 3: Table showing respondents opinion
about IDEA services
Sl.n
o.
Factor
s
No. of
respondents
% of
respondents1 Excelle
nt
14 14%
2 Good 65 65%3 Better 21 21%4 Poor 0 0%
Total 100 100%
Interpretation To attract customers the company should try to provide
the best services by fulfilling the expectation of the customers
and also provide additional facilities. From the above table it is
clear that 65% of respondents feel good about IDEA services,21% of them feel better, 14% of them feel Excellent, 0% of
them feel poor.
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Graph No. 3: Table showing respondents opinionabout IDEA services
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Table No. 4: Table showing respondents
opinion on payment PreferenceSl.n
o.
Factor
s
No. of
respondents
% of
respondents1 Post
paid
13 13%
2 Pre-
paid
87 87%
Total 100 100%
InterpretationCustomers preference is priorities given by the customers
towards particular service at the time of purchase.
From the above table it is clear that 13% of the
respondents prefer to purchase post paid and 87% of them
prefer to purchase prepaid.
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Graph No. 4: Table showing respondents
opinion on payment
Preference
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Table NO. 5: Table showing respondents opinion
about pricing of IDEA sim cardSl.n
o.
Factors No. of
respondents
% of
respondents1 Cheaper 45 45%2 Value for
money
55 55%
3 Too high
price
0 0%
4 Expensive 0 0% Total 100 100%
InterpretationPrice is the main factor which affects the sale or market.
Therefore, a sound pricing policy and transports rates of calls
must be adopted to have maximum sales revenue.
From the above table it is clear that 45% of the
respondents feel cheaper about pricing of IDEA sim card, 55%
of them feel value for money.
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Graph NO. 5: Table showing respondents opinionabout pricing of IDEA sim card
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Table No. 6: Table showing respondents opinion
about pricing of IDEA Life Time ValiditySl.n
o.
Factors No. of
respondents
% of
respondents1 Cheaper 25 25%2 Value for
money
50 50%
3 Too high
price
20 20%
4 Expensive 5 5% Total 100 100%
InterpretationPrice is the main factor which affects the sales or market.
Therefore, a sound pricing policy and transports rates of calls
must be adopted to have maximum sales revenue.
From the above table it is clear that 50% of respondents
feel value for money, 25% of respondents feel cheaper, 20% of
respondents feel too high price and 5% of respondents feel
expensive.
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Graph No. 6: Table showing respondents opinion
about pricing of IDEA Life Time Validity
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Table No. 7: Table showing respondents
awareness about chota recharge offered
by IDEA service
Sl.n
o.
Factor
s
No. of
respondents
% of
respondents1 Yes 78 78%2 No 22 22%
Total 100 100%
InterpretationCustomers awareness towards its various services
indicates the efficiency of companies promotional strategy.
From the above table it is clear that 78% of the
respondents have awareness about chota recharge offered by
IDEA and 22% have not aware about chota recharge offered.
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Graph No. 7: Table showing respondents
awareness about chota rechargeoffered by IDEA service
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Table No. 8: Table showing respondents opinion
about customer care service
Sl.n
o.
Factors No. of
respondents
% of
respondents1 Excellen
t
16 16%
2 Good 54 54%3 Better 21 21%4 Poor 9 9%
Total 100 100%
Interpretation
From the above table it is clear that 16% of the
respondents said excellent about customer care service, 54%
of them feel good, 21% of them feel better and 9% of them feel
poor.
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Graph No. 8: Table showing respondents opinion
about customer care service
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Table No. 9: Table showing respondents opinion
about the buying decision
Sl.no. Factors No. of
respondents
% of
respondents1 Price 15 15%2 Brand image 25 25%3 Best service 19 19%4 Customer service 1 1%
5 Good networkcoverage
40 40%
Total 100 100%
Interpretation
The behavior of one consumer towards a particular
product differs from another consumer. This is because of the
factors that they consider before purchase differs, fewconsumers give importance for price, brand image, some
others for network coverage.
From the above table it is clear that 40% of the
respondents prefer good network coverage while purchasing
25% of them consider because of Brand image, 19% of them
consider of best service, 15% of them consider because of price and 1% of them consider because of customer service.
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Graph No. 9: Table showing respondents opinionabout the buying decision
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Table No. 10: Table showing respondents
experience about disturbance Likesudden disconnection
Sl.n
o.
Factor
s
No. of
respondents
% of
respondents1 Yes 53 53%2 No 47 47%
Total 100 100%
Interpretation
From the above table, it is clear that 53% of the
respondents say Yes about the experience like sudden
disconnection, 47% of them said No.
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Graph No. 10: Table showing respondents
experience aboutdisturbance Like sudden
disconnection
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Table No. 11: Table showing respondents
opinion about time take to attend theComplaints
Sl.n
o.
Factors No. of
respondents
% of
respondents1 Few minutes 44 44%2 Few hours 33 33%
3 One day 22 22%4 More than 2
days
1 1%
Total 100 100%
Interpretation
From the above table it is clear that 44% of respondents
said that the time taken to attend the complaints is few
minutes, 33% of respondents said few hours, 22% of
respondents said one day, 1% of respondents said more than 2
days.
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Graph No. 11: Table showing respondents
opinion about time take to attendthe Complaints
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Table No. 12: Table showing respondents
opinion about average total callduration
Sl.n
o.
Factors No. of
respondents
% of
respondents1 Less than 30
min.
43 43%
2 30 min. 60min.
39 39%
3 60 min. 90
min.
4 4%
4 More than 90
min.
14 14%
Total 100 100%
InterpretationFrom the above table it is clear that 43% of the
respondents said less than 30 min. about average total call
duration, 39% of them said 30-60 min., 4% of them said 60-90
min., 14% of them said more than 90 min.
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Graph No. 12: Table showing respondentsopinion about average total callduration
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Table No. 13: Table showing respondents
opinion about preference of prepaid recharge offer
Sl.no. Factors No. of
respondents
% of
respondents1 Rs. 10 30 34 34%2 Rs. 30 50 30 30%
3 Rs. 100 150
26 26%
4 Rs. 150
300
10 10%
5 Rs. 500 &
above
0 0%
Total 100 100%
InterpretationFrom the above table it is clear that 34% of the
respondents prefer Rs. 10-30 recharge offer, 30% of them
prefer Rs. 30 50, 26% of them prefer Rs. 100 150, 10% of
them prefer Rs. 150 300, 0% of them prefer Rs. 500 and
above.
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Graph No. 13: Table showing respondents
opinion about preferenceof prepaid recharge offer
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Table No. 14: Table showing respondents
opinion about expenditure onprepaid bill in a month
Sl.n
o.
Factors No. of
respondents
% of
respondents1 Rs. 150
250
59 59%
2 Rs. 250 350
30 30%
3 Rs. 400
500
6 6%
4 Rs. 500 &
above
5 5%
Total 100 100%
InterpretationFrom the above table it is clear that 59% of the
respondents spend Rs. 150 250 for prepaid bill in a month.
30% of them spend Rs. 250-350, 6% of them spend Rs. 400-
500, 5% of them spend Rs. 500 & above.
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Graph No. 14: Table showing respondents
opinion about expenditure onprepaid bill in a month
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Table No. 15: Table showing respondents
opinion about selection of media foradvertisement to reach prospective
customers
Sl.n
o.
Factors No. of
respondents
% of
respondents1 Newspap
er
16 16%
2 Televisio
n
81 81%
3 Magazin
e
3 3%
4 Other 0 0% Total 100 100%
Interpretation These are the days of competition where in plenty of
players are there in a particular field. Its not enough to provide
only best services. To create awareness about their existence
best media should be selected for advertisement.
From the above table it is clear that 81% of the
respondents said that television is the best media for
advertisement to reach the prospective customers, 16% of
them said newspaper, 3% of them said magazine, 0% of them
said others.
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Graph No. 15: Table showing respondents
opinion about selection of media foradvertisement to reach prospective
customers
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Table No. 16: Table showing respondents
awareness about voice SMS service
Sl.n
o.
Factors No. of
respondents
% of
respondents1 Yes 72 72%2 No 28 28%
Total 100 100%
Interpretation:
From the above table it is clear that 72% of
respondents know about the voice SMS services and
22% of respondents no.
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Graph No. 16: Table showing respondents
awareness about voice SMS service
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Table No. 17: Table showing respondents
opinion about theadvertisement
Sl.n
o.
Factors No. of
respondents
% of
respondents1 More
impressive
80 80%
2 Lessimpressive
7 7%
3 Average 13 13%4 Poor 0 0%
Total 100 100%
Interpretation
Advertisement can do wonders if that is properly done
through effective way, it helps the company to persuade the
general public to persuade the good or service advertised.
From the above table it is clear that 80% of the
respondents feel more impressive about advertisement, 13% of
them feel average, 7% of them feel less impressive, 0% of
them feel poor.
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Graph No. 17: Table showing respondentsopinion about the advertisement
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Table No. 18: Table showing respondents
opinion about cost of IDEA servicecompares to other companies service
Sl.no. Factors No. of
respondents
% of
respondents1 High 15 15%2 Affordabl
e
60 60%
3 Expensiv
e
25 25%
4 Low 0 0% Total 100 100%
Interpretation
From the above table it is clear that 60% of respondents
feel cost is affordable when compare to other company, 5% of
them feel high, 25% of them feel expensive, 0% of them feel
low.
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Graph No. 18: Table showing respondents
opinion about cost of IDEA servicecompares to other companies service
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Table No. 19: Table showing respondents
opinion about IDEA servicecompatible with needs of customer
Sl.n
o.
Factors No. of
respondents
% of
respondents1 Yes 89 89%2 No 11 11%
Total 100 100%
Interpretation
From the above table it is clear that 89% of the
respondents say yes about the IDEA service is compatible with
needs of customers 11% of the respondents say No.
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Graph No. 19: Table showing respondents
opinion about IDEA servicecompatible with needs of customer
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Table No. 20: Table showing respondents
opinion about the informationprovided by the advertisements
Sl.n
o.
Factors No. of
respondents
% of
respondents1 Yes 83 83%2 No 17 17%
Total 100 100%
Interpretation
Advertising is a major promotional tool for presentation
and promotion of ideas of goods and services. So all the new
offers and information should be communicated regularly to
reach the customers.
From the above it is clear that 83% of the respondents
agreed that they provide information through advertisements
and 17% said No.
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Graph No. 20: Table showing respondents
opinion about the informationprovided by the advertisements
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Customer retention model for Postpaid.
Table 21: Table showing the opinion about the
billing system in IDEA service
Sl.n
o.
Factors No. of
respondents
% of
respondents1 Correct 59 59%2 Incorrect 3 3%3 There are simple
errors
38 38%
Total 100 100%
Interpretation
From the above table it is clear that 59% of respondents
said that the billing system is correct in IDEA, 38% of them say
there are simple errors, 3% of them say incorrect.
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Graph 21: Table showing the opinion about the
billing system in IDEA service
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Table No. 22: Table showing respondents
opinion about reason behind usingIDEA service
Sl.no. Factors No. of
respondents
% of
respondents1 Price difference 15 15%2 Availability of
network
36 36%
3 Schemes 39 39%4 Additional
benefits
10 10%
Total 100 100%
Interpretation
The factors such as availability of network coverage, price
difference, brand image, ads play an important role in buying
decision of different companys service.
From the above table, it is clear that 39% of the
respondents are using IDEA because of different schemes, 36%
of them for availability of network, 10% of them for price
difference, 10% of them for additional benefits.
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Graph No. 22: Table showing respondents
opinion about reason behind usingIDEA service
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Customer retention model for Postpaid.
Table No. 23: Table showing respondents
opinion about the informationabout new tariff and offers
Sl.n
o.
Factors No. of
respondents
% of
respondents1 Regularly 62 62%2 Once in a
week
21 21%
3 Once in 15
days
7 7%
4 Once in a
month
10 10%
Total 100 100%
Interpretation
The new offers and tariff when offered by the company it
is necessary to inform regularly so that it can reach all thecustomers. From the above table it is clear that 62% of the
respondents said that they provide information about new tariff
and offers regularly, 21% of them said once in a week, 7% of
them said once in 15 days, 10% of them said once in a month.
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Graph No. 23: Table showing respondents
opinion about the informationabout new tariff and offers
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Customer retention model for Postpaid.
Table 24: Table showing respondents opinionabout rating of the performance Of IDEAservice
Sl.n
o.
Factors No. of
respondents
% of
respondents1 Excellent 20 20%2 Good 46 46%3 Satisfied 30 30%4 Poor 4 4%
5 Notsatisfied
0 0%
Total 100 100%
Interpretation
From the above table it is clear that 20% of the
respondents rate excellent about the performance of IDEA
service, 46% of them said good, 30% of them said satisfied, 4%
of them said it is poor.
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Graph 24: Table showing respondents opinionabout rating of the performance Of IDEAservice
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Table No. 25: Table showing respondents
opinion about preference of IDEAservice as best service
Sl.n
o.
Factors No. of
respondents
% of
respondents1 Yes 86 86%2 No 14 14%
Total 100 100%
Interpretation
Service should be elegant and change from time in such
way it should create demand for present trend and attract
prospective buyers by its unique service.
From the above table it is clear that 86% of therespondents agreed idea service as best service, 14% of them
said No.
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Graph No. 25: Table showing respondents
opinion about preference of IDEA service as best service
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Customer retention model for Postpaid.
Table No. 26: Table showing respondents
opinion about suitability of IDEA serviceto particular category
Sl.n
o.
Factors No. of
respondents
% of
respondents1 High class
people
10 10%
2 Middle classpeople
24 24%
3 Youngsters 31 31%4 All the above 35 35%
Total 100 100%
Interpretation
According to the purchasing power of the buyer they will
prefer the particular service.
From the above table it is clear that 35% of the
respondents said for All the above, 31% of them feel for
youngsters, 24% of them feel for middle class people, 10% of
them feel for high class people.
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Graph No. 26: Table showing respondents
opinion about suitability of IDEA serviceto particular category
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Customer retention model for Postpaid.
Table No. 27: Table showing respondents
opinion about chota credit serviceSl.n
o.
Factors No. of
respondents
% of
respondents1 Excellen
t
24 24%
2 Good 44 44%3 Better 28 28%4 Poor 4 4%
Total 100 100%
Interpretation
As the competition level grows day-by-day, every
marketer has to anlayse the service innovation patterns of their
competitors and add the extra service to attract customers.
From the above table it is clear that 24% of therespondents said excellent about the chota credit service, 44%
of them said good, 28% of them said better, 4% of them said
poor.
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Graph No. 27: Table showing respondents
opinion about chota credit service
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Customer retention model for Postpaid.
Table No. 28: Table showing respondents
opinion about caller tune service
Sl.n
o.
Factors No. of
respondents
% of
respondents1 Satisfied 80 80%2 Highly
satisfied
4 4%
3 Dissatisfied 16 16% Total 100 100%
Interpretation
Introducing of new service help the company to attract
more customers. From the above table it is clear that 80% of
the respondents feel satisfied about caller tune service, 4% of
them are highly satisfied, 16% of them are dissatisfied.
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Graph No. 29: Table showing respondents
opinion about caller tune service
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Customer retention model for Postpaid.
Table No 30: Table showing respondents opinion
about the dealer customerRelationship
Sl.n
o.
Factors No. of
respondents
% of
respondents1 Healthy and
harmonious
33 33%
2 More information 45 45%3 Not so customer
friendly
10 10%
4 Less co-operative 12 12% Total 100 100%
Interpretation
The success of any business depends largely on the
confidence and loyalty of the customers. This can be gained
only by giving good services in order to develop a good dealer-customer relationship.
From the above table it is clear that 45% of the
respondents said that the dealer customer relationship is more
informative. 33% of them feel healthy and harmonious, 12% of
them feel less co-operative, 10% of them feel not so customer
friendly.
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Graph No 30: Table showing respondents
opinion about the dealer customerRelationship
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Customer retention model for Postpaid.
Table NO. 31: Table showing respondents
opinion about SMS pack
Sl.n
o.
Factors No. of
respondents
% of
respondents1 High 27 27%2 Affordable 46 46%3 Expensive 15 15%4 Low 12 12%
Total 100 100%
Interpretation
From the above table it is clear that 46% of the
respondents feel that SMS pack is affordable, 27% of them feel
it is high, 15% of them feel expensive, 12% of them feel low.
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Graph NO. 31: Table showing respondents
opinion about SMS pack
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Customer retention model for Postpaid.
Table No. 32: Table showing respondents
opinion about call rates of Idea ServicesSl.no. Factors No. of
respondents
% of
respondents1 High 19 19%2 Affordab
le
46 46%
3 Expensi
ve
25 25%
4 Low 10 10% Total 100 100%
Interpretation
From the above table it is clear that 46% of respondents feel
affordable about the call rates of Idea service, 25% of them feel
expensive, 19% of them feel high, 10% of them feel low.
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Graph No. 32: Table showing respondents
opinion about call rates of IdeaServices
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Customer retention model for Postpaid.
Table 33: Table showing respondents opinion
about frequently increase in theprice of IDEA
Sl.n
o.
Factors No. of
respondents
% of
respondents1 Yes 53 53%2 No 47 47%
Total 100 100%
Interpretation
From the above table it is clear that 53% of respondents
say Yes, there is increase in the price of IDEA frequently, 47%
of them say NO.
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Graph 33: Table showing respondents opinion
about frequently increase in the price of IDEA
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Table No: 34
Table title: Table showing respondents opinion
about SMS pack.
Sl.
No.Factors
No of
Respondents
% of
respondents1 High 27 27%2 Affordable 46 46%
3 Expensive 15 15%4 Low 12 12%Total 100 100%
Interpretation:
From the above table it is clear that 46% of the
respondents feel SMS Pack is affordable, 27% of them feel it is
high, 15% of them feel expensive, 12% of them feel low.
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Graph 34: Table showing respondents opinion
about SMS pack.
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Customer retention model for Postpaid.
Table No: 35
Table title: Table showing respondents opinionabout the all rates of Idea service.
Sl.
No.Factors
No of
Respondents
% of
respondents1 High 19 19%2 Affordable 46 46%3 Expensive 25 25%4 Low 10 10%
Total 100 100%
Interpretation:
From the above table it is clear that 46% of respondents
feel affordable about the call rates of Idea service, 25% of them
feel expensive, 19% of them feel high, 10% of them feel low.
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Graph 35: Table showing respondents
opinion about the all rates of Idea
service.
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Table No: 36
Table title: Table showing respondents opinionabout frequently increase in the price of
Idea.
Sl.
No.Factors
No of
Respondents
% of
respondents1 Yes 53 53%2 No 47 47%
Total 100 100%Interpretation:
From the above table it is clear that 53% of respondents
say yes there is increase in the price of Idea frequently 47% of
them say No.
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Graph 36: Table showing respondents opinion
about frequently increase in the price of Idea.
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CHAPTER - 7
FINDINGS1. According to the survey results 48% of the respondents
came to know about the IDEA services through friends.
2. From the survey it is found that 65% of the respondents
feel good about Idea services.
3. From the survey it is found that 87% of the respondents
are using pre-paid services.
4. About 55% of the respondents has said that the pricing of Idea sim card is value for money.
5. From the survey, it is found that 54% of the respondents
have said that the pricing of life time validity is value for
money.
6. Out of the respondents interview 78% of the respondents
are aware of Chota recharge offered by the IDEA service.
7. About 54% of the respondents said good about thecustomer care service.
8. Majority of buying decision of the respondents is mainly
based on price, brand image, best services, good net
work coverage. About 40% of the respondents consider
good network coverage while purchasing the service.
9. From the extracts, its found that 47% of the respondents
have not experienced about disturbance like sudden
disconnection.
10.44% of the respondents agreed that the time taken to
attend their complaints is few minutes.
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11.About 43% of the respondents said average total call
duration is less than 30 min.
12.From the extract it is found that 34% of the respondents
prefer Rs. 10-30 recharge.13. About 59% of the respondents spend Rs. 150-250 for the
prepaid bill in a month.,
14.81% of the respondents said that the television is the
best media for advertisement to reach prospective
customer.
15. Out of the respondents interviewed 72% of respondents
were aware of voice SMS service.16.44% of the respondents feel more impressive about the
advertisement.
17.60% of respondents feel Idea service affordable when
compared to other company service.
18.About 89% of the respondents feel IDEA is compatible
with the needs of customers.
19. From the extracts, it is found that 83% of the respondents
feels that IDEA advertisement will provide update
information.
20.From the survey, 59% of respondents feel that the billing
system is correct.
21.About 39% of the respondents purchase Idea service
because of the schemes.
22.About 62% of the respondents said that the information
informed about new offers and plans are regular.
23. From the survey it is clear that 46% of the respondents
impression regarding Idea service is good.
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24.About 86% of the respondents said that Idea service is
the best service.
25.From the survey it is found that 35% of the respondents
feel that the service is suitable for all the categories.26. About 44% of the respondents said good about the chota
credit service.
27.Fr