Executive Summary

It is no wonder that in today’s aggressive business environment,

the challenges of sustaining in these competitive surroundings,

preoccupies the minds of many Business leaders. Customers

have many options to choose their telecom operator from

competitive market. Furthermore, they often perceive that what

they are purchasing is, for all practical purposes, a commodity

that can be easily obtained from other companies, if need be. So,

how does a corporation distinguish itself in a highly

commoditized and competitive market? Today’s business is

more dependent, than ever before, on their top performing

product to be innovate and provide services that differentiate

a company from its fierce competitors. In other words,

corporations rely upon their product and human assets to survive

and thrive.

Airtel is one of the leading telecom firms of the country. Airtel is

providing intermediate services to the people of India since 1995.

The company is largest cellular service provider in India and fifth

largest in the world in the field of various telecom services like

Mobile network, wireless, landline, broadband, satellite television,

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etc.

The company is famous for world presence, vast network

coverage, excellent service and brand image managed by experts.

This project report contains various sections where I’ve

discussed about company profile, its present strength,

methodology used, sample size, sample unit, analysis and

discussion, questionnaire, and annexure. I have used various

quantitative techniques to find out the relation between various

factors that contribute to awareness & perception of retailer.

After market study it can be said there is very tough competition

between various telecom firms like Airtel, Vodafone, Aircel,

BSNL, Stel, Smart, etc. But still Airtel is leading the market of

Bhubaneswar. Through this study I’ve tried to find out the

awareness level of retailers for airtel Product and services at the

same time I’ve also focused on perception of retailers for same.

As achannel partner for sale of product it is essential to know

about present awareness of retailer. By this we are able to find the

proficiency of FSE‟s in communicating various offers and

schemes of Airtel. At the same time we are getting information

about the need for any further improvement in marketing and sale

of airtel product to grasp opportunity for new customer base and

retaining old customer base.

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INTRODUCTION TO THE STUDY

The management thesis which I was done as a part of my studies

“A study on the customer perception of mobile phone service

providers with special reference to AIRTEL”. The study I

conducted provided me an excellent opportunity to implement all

that I have learnt in my class room sessions in the practical

outfield.

The Bharti AIRTEL landline and broadband services has there in

the market of Palampur couple of years and made there own

identity in the market as a landline and broadband service provider

with a good number of high pulsing customers. Among those good

pulsing customers the SME customers are also one of them.

AIRTEL mainly focus on the customers of SME customers who

pays the average monthly bill amount of above Rs.2500/-. I am

doing my thesis on this particular topic due to the reason that I

believe it will help me know more about the marketing strategy,

competitiveness and also about the customer behavior. My thesis

will help the company to know more about their strength,

customers and the area where they have to concentrate more and

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also about their competitor’s strategy. This will also help the

company to build a good relationship with the customers.

CUSTOMER

A customer is someone who makes use of the paid products of an

individual or organization. This is typically through purchasing or

renting goods or services.

The word historically derives from “custom”, meaning “habit”; a

customer was someone who frequented a particular shop, who

made it a habit to purchase goods of the sort the shop sold there

rather than elsewhere, and with whom the shopkeeper had to

maintain a relationship to keep his or her “custom”, meaning

expected purchases in the future. The shopkeeper remembered the

sizes and preferences of his or her customers, for example. The

word did not refer to those who purchased things at a fair or

bazaar, or from a street vendor.

Types of customers

Customers can be classified into two main groups: internal and

external. Internal customers work for the organization, possibly in

another department or another branch. External customers are

essentially the general public.

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Internal customers

People working in different departments of the vendor’s

organization.

People working in different branches of the vendor’s

organization.

External customers

Individuals

Businesses or business people, including suppliers,

bankers and competitors.

NGOs, Government bodies, Voluntary organizations.

Needs and Expectations

Customer needs may be defined as the facilities or services a

customer requires to achieve specific goals or objectives. Needs

are generally no-negotiable, but may be optional or of varying

importance to the customer. In any transaction, customers seek

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value-for-money, and will often consider a range of vendors’ offers

before settling on a purchase.

Customer expectations are based n perceived values of facilities or

services as applied to specific needs. Expectations are influenced

by cultural values, advertising, marketing, and other

communications, both with the supplier and with other sources.

Expectations are negotiable and modifiable.

Both customer needs and expectations may be determined through

interviews, surveys, conversations or other methods of collecting

information. Customers at times do not have a clear understanding

of their needs. Assisting in determining needs is a valuable service

to the customer, the process, expectations may be set or adjusted to

correspond to known product capabilities or service levels.

A Customer can be defined on a businessman’s or Sellers’s

point of view as:-

A customer is the most important person in any business.

A customer is not dependent upon business. Business is

dependent upon him.

A customer is an essential part of the business- not an outsider

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A customer is not just money in the cash register. He is a human

being with feelings and deserves t be treated with respect.

A customer is a person who comes to sellers with his needs and

his wants. It is seller’s job to fill them.

A customer deserves the most courteous attention the

businessmen can give him.

He is the lifeblood of every business. He pays the salary.

Without him business would have to closed the doors. As

marketers we must never forget int.

Thus customer is treated as the most important fundamental

aspect of marketing other than competitor and values.

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CUSTOMER SATISFACTION

Customer satisfaction is a business term which is used to capture

the idea of measuring how satisfied an enterprise’s customers are

with the organization’s efforts in a market place.

Every organization has customers of some kind. The organization

provides products (goods and/or services) of some kind to its

customers through the mechanism of a marketplace. The products

that organization provides are subject to competition whether by

similar product6s or by substitution products.

The reason an organization is interested in the satisfaction of its

customers is because customers purchase the organization’s

products. Te organization is interested in retaining its existing

customers and increasing the number of its customers.

Customer satisfaction is an ambiguous and abstract concept and

the actual manifestation of the state of satisfaction will vary from

person to person. The state of satisfaction depends on a number of

both psychological and physical variables.

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The level of satisfaction can also vary depending on other options

the customer may have and other products against which the

customer can compare the organization’s products. Because

satisfaction is basically a psychological state, it is a difficult thing

to measure quantitatively. In other words, there are no units of

satisfaction that have been defined.

The usual measures of customer satisfaction involve a survey

instrument with a set of statements. The customer is asked to

evaluate each statement and then select from a scale how the

customer agrees or disagrees with statement.

General model

A general model of the buyer decision process consists of the

following steps:

Want recognition;

Search of information on products that could satisfy the

needs of the buyer;

Alternative selection:

Decision-making on buying the product;

Post-purchase behavior.

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There exists an interaction between the desired results and

customer satisfaction, customer loyalty and customer retention.

They may go by other names such as patients, clients, buyers, etc.

without the customer, it is impossible for any business to sustain

itself. Achieving the desired results is frequently a result of

customer action. Any business without a focus on customer

satisfaction is at the mercy of the market. Without loyal customers

eventually a competitor will satisfy those desires and your

customer retention rate will decrease.

There exists an interaction between the desired results and

customer satisfaction, customer loyalty and customer retention.

They may go by other names such as patients, clients, buyers, etc.

without the customer it is impossible for any business to sustain

itself.

Achieving the desired results is frequently a result of customer

actions. Any business without a focus on customer satisfaction is at

the mercy of the market. Without loyal customers eventually a

competitor will satisfy those desires and your customer retention

rate will decrease.

There are several levels of Customers, they are:-

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Dissatisfied customer – Looking for someone else to provide

product or service

Satisfied customer – Open to the newt better opportunity

Loyal customer – Returns despite offers by the competition

One of the ways to help obtain loyal customers is by having

products and services that there is very little chance that the

customer requirements will not be met and make them delightful.

Of course one of the difficult is, understanding the true customer

requirements. Even when you have the requirements in advance

the customer can and will change them without notice or excuse.

Having a good recovery process for a dissatisfied customer is a

necessity.

Customer satisfaction measurement program

Customer satisfaction research is not an end unto itself. The

purpose, of course, in measuring customer satisfaction is to see

where a company stands in this regard in the eyes of its customers,

thereby enabling service and product improvements which will

lead to higher satisfaction levels. The research is just one

component in the quest to improve customer satisfaction.

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Customer satisfaction and consumer behavior are very closely

related. Consumer behavior is lightly different from customer

satisfaction.

Consumer Behavior is the study of how people buy, what they

buy, when the buy and why they buy. It is a sub category of

marketing that blends elements from psychology, sociology, socio

psychology, anthropology and economics. It attempts to

understand the buyer decision making process, both individually

and in groups, it studies characteristics of individual consumers

such as demographics, psychographics, and behavioral variables in

an attempt to understand people’s wants, it also tries to assess

influences on the consumer from groups such as family, friends,

reference groups, and society in general, today the customer

satisfaction is also termed as customer delight; rather than

satisfaction present day marketers try to make the customers

delight. Indian business is facing a variety of newer challenges.

The economy requires a different set of marketing responses, a

major business response is to sustain freshness in marketing and, to

locate business response is to sustain freshness in marketing and,

to locate better approaches for delighting customers, the name of

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the current marketing game is sharply focus on customer

satisfaction and retaining the satisfied customer for life.

The idea of delighting customers may sound simple. However, it

demands extreme concentration and creativity in making it happen,

it requires an organizational approach. Thus, the route to customer

delight is most enduring when the entire organization is structured

and geared for it under the challenge leadership of marketing. The

marketers need an array of marketing skills, concepts and frame

works for ensuring customer delight.

Models of consumer behavior:

One of the best known of the explanatory models that have been

developed to explain the interactions involved is that of Howard

and Sheth. This contains a deal of common sense, although, as is

often the case with such models, the rather obscure terminology

makes it appear more confusing than it really is. The ‘inputs’

(stimuli) that the consumer receives from his or her environments

are:-

1. Significative – the ‘real’ (physical) aspects of the product

or service (which the consumer will make use of)

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2. Symbolic – the ideas or images attached by the supplier

(for example by advertising)

The ‘outputs ‘are what happens, the consumer’s actions, as

observable results of the input stimuli. Between the inputs and

outputs are the ‘constructs’, the processes which the consumer

goes through to decide upon his or her actions.

Howard and Sheth group these into two areas:-

1. Perceptual – those concerned with obtaining and

handling information about the product or service,

2. Learning – the processes of learning that lead to the

decision itself.

Such models can help theorists to explain consumer behavior

better, but it can be difficult to put them to practical use.

Brand Image and Brand Identity and Corporate Identity:

Brand image, in the other hand, is the totality of consumer

perceptions about the brand, or how they see it, which may not

coincide with brand identity; companies have to work hard on the

consumer experience to make sure that what customers see and

think is what they want then to.

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Brand identity is the total proposition that a company makes to

consumers – the promise it makes. It may consist of features and

attributes, benefits, performances, quality, service support, and the

values that the brand possesses. The brand can be viewed as a

product, a personality, a set of values, and a position it occupies in

people’s minds. Brand identity is everything the company wants

the brand to be seen as,

Corporate identity is concerned with the visual aspects of a

company’s presence, when companies undertake corporate identity

exercises; they are usually modernizing their visual image in terms

of logo, design, and collaterals.

Such efforts do not normally entail a change in brand values so that

the heart of the brand remains the same what it stands for, r its

personality.

Unfortunately, many companies do not realize this fallacy, as they

are sometimes led to believe by agencies and consultancy

companies that visual changes will change the brand image. But

changes to logos, signage, and even outlet design do not always

change consumer perceptions of quality, service, and the intangible

associations that come to the fore when the brand name is seen or

heard.

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In total Tse and Wilton (1988) has given some detail in their

definition for customer satisfaction as:-

“The consumer’s response to the evaluation of the

perceived discrepancy between prior expectations (or some norm

of performance) and the actual performance of the product as

perceived after its consumption”.

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INDUSTRY PROFILE

The telecom industry is one of the fastest growing industries in

India. India has nearly 200 million telephone lines making it the

third largest network in the world after China and USA. With a

growth rate of 45%, Indian telecom industry has the highest

growth rate in the world.

History of Indian Telecommunications started in 1851 when the

first operational land lines were laid by the government near

Calcutta (seat of British power). Telephone services were

introduced in India in 1881. In 1883 telephone services were

merged with the postal system. Indian Radio Telegraph Company

(IRT) was formed in 1923.

After independence in 1947, all the foreign telecommunication

companies were nationalized to form the Posts, Telephone and

Telegraph (PTT), a monopoly run by the government's Ministry of

Communications. Telecom sector was considered as a strategic

service and the government considered it best to bring under state's

control.

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The first wind of reforms in telecommunications sector began to

flow in 1980s when the private sector was allowed in

telecommunications equipment manufacturing. In 1985,

Department of Telecommunications (DOT) was established. It was

an exclusive provider of domestic and long-distance service that

would be its own regulator (separate from the postal system).

In 1986, two wholly government-owned companies were created:

the Videsh Sanchar Nigam Limited (VSNL) for International

telecommunications and Mahanagar Telephone Nigam

Limited (MTNL) for service in metropolitan areas.

.

In 1990s, telecommunications sector benefited from the general

opening up of the economy. Also, examples of telecom revolution

in many other countries, which resulted in better quality of service

and lower tariffs, led Indian policy makers to initiate a change

process finally resulting in opening up of telecom services sector

for the private sector.

National Telecom Policy (NTP) 1994 was the first attempt to give

a comprehensive roadmap for the Indian telecommunications

sector. In 1997, Telecom Regulatory Authority of India (TRAI)

was created. TRAI was formed to act as a regulator to facilitate the

growth of the telecom sector. New National Telecom Policy was

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adopted in 1999 and cellular services were also launched in the

same year.

Telecommunication sector in India can be divided into two

segments: Fixed Service Provider (FSPs), and Cellular Services.

Fixed line services consist of basic services, national or domestic

long distance and international long distance services. The state

operators (BSNL and MTNL), account for almost 90 per cent of

revenues from basic services. Private sector services are presently

available in selective urban areas, and collectively account for less

than 5 per cent of subscriptions. However, private services focus

on the business/corporate sector, and offer reliable, high- end

services, such as leased lines, ISDN, closed user group and

videoconferencing.

Cellular services can be further divided into two categories: Global

System for Mobile Communications (GSM) and Code Division

Multiple Access (CDMA). The GSM sector is dominated by

Airtel, Vodafone-Hutch, and Idea Cellular, while the CDMA

sector is dominated by Reliance and Tata Indicom. Opening up of

international and domestic long distance telephony services are the

major growth drivers for cellular industry. Cellular operators get

substantial revenue from these services, and compensate them for

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reduction in tariffs on airtime, which along with rental was the

main source of revenue. The reduction in tariffs for airtime,

national long distance, international long distance, and handset

prices has driven demand.

Market Share of Public and Private Players

Both fixed line and mobile segments serve the basic needs of local

calls, long distance calls and the international calls, with the

provision of broadband services in the fixed line segment and

GPRS in the mobile arena. Traditional telephones have been

replaced by the codeless and the wireless instruments. Mobile

phone providers have also come up with GPRS-enabled

multimedia messaging, Internet surfing, and mobile-commerce.

The much-awaited 3G mobile technology is now entered the

Indian telecom market. The GSM, CDMA, WILL service

providers are all upgrading themselves to provide 3G mobile

services.

Along with improvement in telecom services, there is also an

improvement in manufacturing. In the beginning, there were only

the Siemens handsets in India but now a whole series of new

handsets, such as Nokia's latest N-series, Sony Ericsson's W-series,

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Motorola's PDA phones, Apple iphone, Blackberry mobile etc.

have come up. Touch screen and advanced technological handsets

are gaining popularity. Radio services have also been incorporated

in the mobile handsets, along with other applications like high

storage memory, multimedia applications, multimedia games, MP3

Players, video generators, Camera's, etc. The value added services

provided by the mobile service operators contribute more than

10% of the total revenue.

The telecom sector in the country has already adopted the latest

technological advancements to cater to the demands of the growing

market. Telecom Expo India, Convergence India, VAS India and

IPTV India being organized year to year are all efforts in this

direction. Moreover, with cheaper handsets and lesser tariffs, it is

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expected that by the year 2010 there will be over 500 million

subscribers in the Indian telecom market.

Also, the telecom industry this year will be focusing more on rural

areas to connect them with the urban areas so that the farmers and

the small-scale industries can have faster access to information

related to weather and market conditions.

The Industry can be segmented into:

I. Fixed line (Landline)II. Wireless (CDMA, GSM, WLL))III. Internet Services (Dial-up, Broadband etc.)

Segmentation of the target customers

Customers were divided on the basis of their occupation

1. Home users (Residential)2. Small & Medium Enterprises (SME)3. Corporate Sector (SMB)

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Company Profile

Bharti Airtel

Telecom giant Bharti Airtel is the flagship company of Bharti

Enterprises. The Bharti Group, has a diverse business portfolio and

has created global brands in the telecommunication sector. Bharti

has recently forayed into retail business as Bharti Retail Pvt. Ltd.

under a MoU with Wal-Mart for the cash & carry business. It has

successfully launched an international venture with EL Rothschild

Group to export fresh agri products exclusively to markets in

Europe and USA and has launched Bharti AXA Life Insurance

Company Ltd under a joint venture with AXA, world leader in

financial protection and wealth management.

BHARTI AIRTEL LTD started in July 7 1995.Its head quarters is

at Delhi. In 1998 company started their first land line operation.

Airtel is the name of their brand. AIRTEL stands for Affectionate,

Interested, Respectful, Tolerant, Energetic and loving .Their logo

is “Think fresh Deliver More”. Their first company is Bharti

Cellular Limited under the brand name of Airtel. Another one is

Bharti Tele Sonic Ltd under the brand name of India One. Then

Bharti Tele Net Ltd under the brand name of Touch Net. Another

one is Bharti broad band Ltd under the brand name of Manthra

Online. The companies Bharti Telenet Ltd and Bharti Broadband

Ltd combined together and form Bharti Broadband and

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Teleservices Ltd. After sometime the companies Bharti Telesonic

Ltd and Bharti Broadband and Teleservices Ltd combined together

and form Bharti Infotel Ltd. In 13th September 2004 all the four

companies combined together and form Bharti AIRTEL Ltd.

Bharti Airtel is one of India's leading private sector providers of

telecommunications services with more than 79 million subscribers

as of November 2008.

Bharti Airtel makes Facebook’s mobile site free for its 130

million plus customers.

Now use internet to browse, record shows through your

Airtel digital TV recorder.

Bharti Airtel to Observe Silent period from June 30, 2010.

Airtel digital TV Adds High Definition Excitement to

Soccer Fever -Offers ESPN on HD platform for

customers.

Airtel App Central - India’s first mobile app store -

celebrates 4 months of store opening.

Bharti, Cisco, and Servion join hands to offer Hosted

Contact Center Services.

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Airtel comes to you from Bharti Airtel Limited, India’s largest

integrated and the first private telecom services provider with a

footprint in all the 23 telecom circles. Bharti Airtel since its

inception has been at the forefront of technology and has steered

the course of the telecom sector in the country with its world class

products and services. The businesses at Bharti Airtel have been

structured into three individual strategic business units (SBU’s) –

1. Mobile Services

2. Airtel Telemedia Services

3. Enterprise Services.

The mobile business provides mobile & fixed wireless services

using GSM technology across 23 telecom circles while the Airtel

Telemedia Services business offers broadband & telephone

services in 95 cities. The Enterprise services provide end-to-end

telecom solutions to corporate customers and national &

international long distance services to carriers. All these services

are provided under the Airtel brand.

Airtel Telemedia Services:

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Airtel is offering broadband & Internet services across 94 cities in

India. It is powered by DSL technology which gives you blazing-

fast; secure Internet access as soon as you switch on your

computer.

It also gives you the power of limitless discovery on Internet –

from shopping to banking, paying bills to making new friends and

not to mention endless fun & learning for children. The special

features of Airtel broadband services are,

Why wait to connect - With Airtel Broadband, the internet

is always ON, always available. No more waiting for dial-

up to connect. You are ready to use the internet as soon as

you switch on your computer.

Power Surfing - With speed of up to 2Mbps, feel the

excitement of doing more on Internet. Shop, download

MP3, exchange heavy files and chat at an enviable speed,

all thanks to an extensive Broadband Services

infrastructure. No more disconnections in the middle of

download.

Surf while you talk - No more missed calls or blocked

telephone lines while using the internet. Airtel Broadband

Services connection does not block existing telephone

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lines and allows one family member to use the phone

while another member surfs the net.

Robust installation - The world class infrastructure & end-

to-end digital network of underground copper cable lines

ensure an extremely robust connection that eliminates the

risk of damage. Superior server technology and a

dedicated port provide total security to data storage and

information exchange through the Internet.

24x7 customer supports – The 24x7 customer support unit

helps you to serve better. It works for round-the-clock,

365 days a year. The customer feedbacks are carried out

with great care.

Speed on demand – The customer can enjoy a dedicated

speed of up to 2 Mbps without having to change your

subscription plan. What’s more, you only pay for what

you use.

Airtel PC security - Airtel along with F–Secure, one of the

best in PC security, provides you with a service that tries

to answer a Broadband customer’s most frequently asked

question “Is my PC safe?”.

Payment options – Airtel offers you a number of payment

methods like cash payment, ECS- Easy payment method,

Credit card method, check drop boxes, online payment.

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You can choose any one of the method for paying the

cash.

Services:

The services offered by Airtel Broadband & Internet are listed

below:

1. Video Surveillance Solutions

With this service you can observe your office, warehouse, shop

and staff from your PC from anywhere and at all times, with the

Video Surveillance Solution.

2. In Touch

In Touch is a great way to stay connected. It is an easy-to-use

personal communications service that connects you with your

friends and family, using a PC or a TV and a Broadband (high

speed) Internet connection. With In Touch you can do various

activities like Video & Audio messaging, video & Audio

Calling, Video Postcard TM service etc.

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3. NetXpert

NetXpert is automated broadband care technology. Globally

accepted and successfully used by over 38 million customers

worldwide, the NetXpert provides immediate solutions for

Internet connectivity related problems. The NetXpert helps in

the speedy installation and activation of the Broadband

connection on your PC. Thereafter, it helps to identify any

system or network problems that may come up from time to

time. With NetXpert, you can detect and repair most problems,

all by yourself, and experience the joys of uninterrupted

Broadband.

4. Online Tests

Airtel Broadband Services offer you online competitive tests for

GRE, GMAT, SAT and MBA, from the comfort of your home.

5. Wifi

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Wifi is a wireless technology brand by the Wifii Alliance that

gives you a host of fantastic advantages ranging from reliability to

security. The simple installation procedure gives you access to

unsurpassed performance instantly. Common applications for Wifi

include Internet and VoIP phone access, gaming, and network

connectivity for consumer electronics such as televisions, DVD

players, and digital cameras. Just like cell phones, televisions and

radios, the wireless network also uses radio waves.

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COMPANY HISTORY

As soon as the telecom industry opened to private sector

investment beginning 1994,a large number of Indian companies

entered the segment with varying force, different strategies, and

assorted aspirations; Bharti Airtel was one of the first comers,

which in times to come was going to be the Numero Uno

storywriter of The Great IndianTelecom story. Bharti launched its

first cellular telephony service “Airtel” in Delhi in September

1995, which was Delhi’s first & India’s second after Modi

Telestra. Bharti Airtelsince its inception has been at the forefront

of technology and has steered the course of the telecom sector in

the country with its world class products and services.

The company has an eventful history. Each year its existence was

marked by a number of major events that have helped shape the

company as we know it today.

1995-1996

Launches mobile service brand Airtel in Delhi and Himachal

Pradesh.

British telicom plc( BT ) acquire a stake in the company.

1995-1998

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Becomes the first private telecom opretars to obtain a license

to provide basic telephone services in Madhya Pradesh.

Forms Bharti BT vast ltd., focused on providing vast solution

across India and bharti BT internet ltd.

1999-2000

Acquires jt mobile, cellular services operator in Punjab,

Karnataka and andra pradeh and becomes the largest private

sector telecom operator in India.

2001-2002

Launches India one, India’s first private sector nation and

international long distance service.

Become the largest cellular operator in the country by in the

east Kolkata through acquisition and obtaining licenses for 8

circles.

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2003-2004

Joins the us$ 1 bn revenue club

Enter into historic strategic partnership with IBM and

Ericsson for outsourcing the company’s core it and network

activities.

2005-2006

Acquires an all-India footprint with the launch of mobile

services in Assam

Vodafone, the world largest mobile service provider, acquires

10% economic interest in the company.

Becomes India’s largest integrated private operator based on

the total consumer base

2006-2007

Receive a latter of offer form telecommunication regulatory

commission of Sri Lanka to provide 2g and 3g mobile

services in Sri Lanka.

Makes a foray into the USA with the launch of airtel

callhome service for non resident Indians based there

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2008-2009

It has become the first service provider to cross 10-carore

subscribe base across India.

Voted India’s most innovative company - in a survey

conducted by The wall street Journal in 2008

2009-2010

Offers fastest wire line broadband on VDSL2 technology in

India 

Registrations open for the 2nd edition of the Airtel Delhi

Half Marathon; in excess of 28,000 people will run together

on November 1, 2009.

2010-2011 

Bharti Airtel Limited (“Bharti”), Asia’s leading

telecommunications service provider announced that it has

entered into a legally binding definitive agreement with Zain

Group (“Zain”) to acquire Zain Africa BV based on an

enterprise valuation of USD 10.7 billion.

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Bharti Airtel makes Facebook’s mobile site free for its 130

million plus customers.

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Chairman Profile

Sunil Bharti Mittal is the Founder, Chairman and Group CEO of

Bharti Enterprises, one of India’s leading business groups with

interests in telecom, financial services, retail, realty, manufacturing

and agriculture.

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Sunil started his career at 18 after graduating from Punjab

University in India in 1976 and founded Bharti. Today, at 52, he

heads a successful enterprise which employs over 30,000 people.

Bharti Airtel, the flagship group company, has a market

capitalization of approximately US$ 25 billion.

Sunil has been recognized with the Padma Bhushan, one of India’s

highest civilian awards. He has also received the Lal Bahadur

Shastri National Award for Excellence in Public Administration,

Academics and Management for 2009. He is a past President of the

Confederation of Indian Industry, the premier industry body in

India (2007-08). 

Sunil has been awarded numerous awards and recognitions

including the Global Economy Prize 2009 by The Kiel Institute,

Germany. The US-India Business Council has also honored him

with the ‘Global Vision’ Award 2008. He has received the GSM

Association Chairman's Award for 2008.  

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Sunil was Co-chairman of the World Economic Forum in 2007 at

Davos and is a member of its International Business Council. He is

a member of the Leadership Council of The Climate Group. He is

also a member of the Board of Trustees of the Carnegie

Endowment for International Peace. He is a member of several

premier international bodies –International Advisory Committee to

the NYSE Euronext Board of Directors, the International Business

Advisory Council of London and the Advisory Board of the Global

Economic Symposium. Sunil is also on the Telecom Board of the

International Telecommunication Union, the leading UN Agency

for Information and Communication.Technology. He is also a

member of the Indo-US CEOs Forum. He serves as a member of

the Executive Board of the Indian School of Business. He is also a

member of the Academy of Distinguished Entrepreneurs, Babson

College, Wellesley, Massachusetts.  

49

Sunil believes a responsible corporate has a duty to give back to

the community in which it operates. This belief has resulted in

Bharti Foundation, which is committed to providing education to

under-privileged children in rural India. Sunil has been conferred

with the degree of Doctor of Laws (Honoris Causa) by the

University of Leeds, UK and the degree of Doctor of Science

(Honoris Causa) by the Govind Ballabh Pant University of

Agriculture & Technology. He is an alumnus of Harvard Business

School, USA. He is an Honorary Fellow of The Institution of

Electronics and Telecommunication Engineers.

Sunil Bharti Mittal has been awarded the Padma Bhushan,

one of India’s highest Civilian Honors. The award is

recognition of his pioneering efforts to put the nation on the

global telecom map.

ASIA MONEY AWARD: - SUNIL BHARTI MITTAL was

chosen as the top executive at the 2006 Asia money award.

Avaya Best Customer Service Award: - BHARTI AIRTEL

has won the ‘Avaya global connect customer responsiveness

50

award, 2006’ for best customer service in the telecom sector

for the second year running.

FORTUNE ASIA BUSINESSMAN OF THE YEAR: -

SUNIL BHARTI MITTAL was adjudged as the Asia

Businessman of the year 2006 by the globally renewed

business magazine, fortune.

Vision & promise

By 2010 Airtel will be the most admired brand in India:

Loved by more customers

Targeted by top talent

Benchmarked by more businesses

“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”.

51

ORGANIZTATION STRUCHURE

Management Profiles

52

Sunil Bharti Mittal:- Founder, Chairman and Group CEO of Bharti Enterprises.

Manoj Kohli: - CEO (International) & Joint MD – Bharti Airtel Ltd.

Sanjay Kapoor:- Bharti Airtel Ltd. (India & South Asia).

Atul Bindal:- President – Mobile Services.

K Srinivas: - President of telemedia services.

Jyoti Pawar: - Director Legal and Regulatory of Bharti Airtel.

Shamini Ramalingam:- Director - Internal Assurance of Bharti Airtel Limited.

Joachim Horn: - Executive Director Network Services Group.

S.Asokan:- Executive Director - Supply Chain.

Krishnamurthy Shanka: - Director – Human Resources.

Srikanth Balachande:- Chief Financial Officer

Amrita Gangotra:-Director – IT (India & South Asia)

Business Sections

Bharti Airtel offers GSM mobile services in all the 23-telecom

circles of India and is the largest mobile service provider in the

country, based on the number of customers.

53

The group offers high speed broadband internet with a best in class

network. With Landline services in 94 cities we help you stay in

touch with your friends & family and the world.

Bharti Airtel Limited, a part of Bharti Enterprises, is India's

leading provider of telecommunications services. The businesses at

Bharti Airtel have been structured into three individual strategic

business units (SBU’s) – mobile services, broadband & telephone

services (B&T) & enterprise services. The mobile services group

provides GSM mobile services across India in 23 telecom circles,

while the 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 to corporate.

All these services are provided under the Airtel brand.

Business Divisions

Mobile Services – Bharti Airtel offers GSM mobile services in all

the 23-telecom circles of India and was the first private telecom

service provider to Connect all states of India.

54

Broadband & Telephone Services – Our Broadband (DSL) &

telephone Services (fixed line) are present in the 92 cities across

India.

Enterprise Services (Carriers) – With 35,016 kilometers of optic

fiber network we are a leading national long distance service

provider. For international connectivity to east, we have a

submarine cable landing station at Chennai.

Products of Bharti Airtel Broadband and Telephony Services.

DEL – Direct Exchange Line – Land line Phone (Voice)

DSL – Digital Subscriber Line – for data

Telephone Instrument

Touchnet Dial-up-service

Business focus of Bharti Airtel Broadband and Telephony

Services.

Operational excellence

Reducing churns

55

Tightening cost

Utilizing capacity

Quality Policy of Bharti Airtel broadband and Telephony

Services.

Reduction of error level.

Reduction of operating cost.

Reduction of cycle time.

Organizational Culture of Bharti.

Cut hierarchy to where knowledge resides.

Act transparently and couragebly.

Process focus of Bharti Airtel broadband and Telephony

Services.

Process standisation and customization

Best practice replication

56

Speed of urgency

Strategy of Bharti Airtel Broadband and Telephony Services.

Centralized reporting system

Customers of Bharti Airtel Broadband and Telephony Services.

Residents Small and middle enterprises

PCO’s(public call office)

Corporate’s

Competitors of Bharti in Broadband and Telephony Services.

Bsnl

Relience

Tata indicom

RESEARCH METHEDOLOGY

57

The success of the analysis mostly depends on the methodology on

which it is carried out. The appropriate methodology will improve

the validity of the findings.

Area of the study:

The study was mainly concentrated on Palampur region.

Research Design:

Descriptive Research: Descriptive research includes survey and

fact-findings enquire of different kinds. The major purpose of

descriptive research is description of the state affairs, as it exists at

present.

Data Collection:

The study is based on the data collected through primary and

secondary sources.

Primary Data:

58

An interview schedule was designed to collect primary data from

various broadband users.

Secondary Data:

Secondary data was collected from journals, magazines, web sites

and from other relevant publications.

Sampling Design:

The sampling design mainly consists of the sample taken for the

study along with the sample size, sample frame and sampling

method.

Sample Size:

From the universe, sample sizes of 100 customers were selected

for the purpose of the study.

Sample Frame:

59

The customers were selected on a random basis from which the

respondents were selected based on convenience.

Sampling Method:

Convenience sampling was used, based on the willingness and

availability of the respondents. The study was conducted on

consumers with different type of business.

OBJECTIVES OF THE STUDY

The primary objectives of the study was,

To Analyzing the satisfaction level of customers towards

Airtel Broadband service.

The secondary objectives of the study was,

a) To study how the customer choose their respective landline

and broadband services.

b) To find the awareness among the customers about Airtel

Broadband and its new products.

c) To find out the problems faced by the broadband users

60

d) To analyze the position of Airtel Broadband against its

competitors.

e) To analyze the loyalty status of the consumers.

f) To identify the customer preferences.

g) To find out the strength and weakness of product and its

competitors

h) To make suggestion, if any to improve existing condition.

i) To know if there are relationships between customer

satisfaction and customer loyalty.

NEED AND SCOPE OF THE STUDY

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.

61

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.

Thus this study is aimed to provide the management with some

knowledge about its status in market both in terms of sales and

customer awareness. The research also aims to provide some ideas

to improve the company’s present condition.

FORMULATION OF HYPOTHESIS

a) The more satisfied the customers are with the speed of data

transmission, the higher is the customer satisfaction.

b) The more satisfied the customers are with after sales service,

the higher is the overall satisfaction.

c) The process of getting the problem solved will increases the

customer loyalty and satisfaction

d) The higher is the overall satisfaction, the higher is the

intention of additional purchase. (up gradation or new

purchase )

e) The higher is the overall satisfaction, the higher is the

intention of recommendation.

62

LIMITATIONS OF THE STUDY

a) The behavior of the customer while approaching them to fill

the questionnaire was unpredictable.

b) The shortage of time was another constrain for the study.

c) There may be error due to bias of respondents.

d) Lack of customer’s cooperation was a major constraint.

e) Majority of the customer were too aggressive in nature.

f) The sample was restricted to 300 customers, which may restrict the scope and completion of study.

Review of Literature

Muller (1990)in his a research focuses that the success of the

mobile commerce can be attributed to the personal nature of

wireless devices. Adding to this are its unique features of voice

and data transmission and distinct features like localization,

63

feasibility and convenience. The sustained growth of the mobile

commerce around the world has been more because of the transfer

of technology according to the needs of local geography.

National Telecom Policy (1999) projected a target 75 million

telephone lines by the year 2005 and 175 million telephone lines

by 2010 has been set. Indian telecom sector has already achieved

100 million lines. With over 100 million telephone connections

and an annual turnover of Rs.61,000 crores, our present teledensity

is around 9.1%. The growth of Indian telecom network has been

over 30% consistently during last 5 years.

According to Wellenius and Stern (2001) information is regarded

today as a fundamental factor of production, alongside capital and

labor. The information economy accounted for one-third to one-

half of gross domestic product (GDP) and of employment in

Organization for Economic Cooperation and Development

(OECD) countries in the 1980s and is expected to reach 60 percent

for the European Community in the year 2000. Information also

accounts for a substantial proportion of GDP in the newly

industrialized economies and the modern sectors of developing

countries.

64

Videsh Sanchar Nigam Limited (VSNL) 16th Annual Report

(2002) India like many other countries has adopted a gradual

approach to telecom sector reform through selective privatization

and managed competition in different segments of the telecom

sector. India introduced private competition in value-added

services in 1992 followed by opening up of cellular and basic

services for local area to competition. Competition was also

introduced in National Long Distance (NLD) and International

Long Distance (ILD) at the start of the current decade.

World Telecommunication Development Report (2002)

explains that network expression in India was accompanied by an

increase in productivity of telecom staff measured in terms of ratio

of number of main lines in operation to total number of staff.

Indian Telecommunication Statistics (2002) in its study showed

the long run trend in supply and demand of Direct Exchange Lines

(DEL). Potential demand for telecom services is much more than

its supply. In eventful decade of sect oral reforms, there has been

significant growth in supply of DEL.

Economic Survey, Government of India (2002-2003) has

mentioned two very important goals of telecom sector as

65

delivering low-cost telephony to the largest number of individuals

and delivering low cost high speed computer networking to the

largest number of firms. The number of phone lines per 100

persons of the population which is called teledensity, has improved

rapidly from 43.6 in March 2001 to 4.9 in December 2002.

Adam Braff, Passmore and Simpson (2003) focus that telecom

service providers even in United States face a sea of troubles. The

outlook for US wireless carriers is challenging. They can no

longer grow by acquiring new customers; in fact, their new

customers are likely to be migrated from other carriers. Indeed,

churning will account for as much as 80% of new customers in

2005. At the same time, the carrier‟s Average Revenue per User

(ARPU) is falling because customers have.

Dutt and Sundram (2004) studied that in order to boost

communication for business, new modes of communication are

now being introduced in various cities of the country. Cellular

Mobile Phones, Radio Paging, E-mail, Voice-mail, Video, Text

and Video-Conferencing now operational in many cities, are a

boon to business and industry. Value- added hi-tech services,

66

access to Internet and Introduction of Integrated Service Digital

Network are being introduced in various places in the country.

A study by Jeanette Carless on and Salvador Arias (2004)

wireless substitution is producing significant traffic migration from

wire line to wireless and helping to fuel fierce price competition,

resulting in margin squeezes for both wire line voice tariffs in

organization for Economic Cooperation and Development

Countries have fallen by an average of three percent per year

between 1999 and 2003.

T.V. Ramachandran (2005) analysed performance of Indian

Telecom Industry which is based on volumes rather than margins.

The Indian consumer is extremely price sensitive. Various socio-

demographic factors-high GDP growth, rising income levels,

booming knowledge sector and growing urbanization have

contributed towards tremendous growth of this sector. The

instrument that will tie these things together and deliver the mobile

revolution to the masses will be 3 Generation (3G) services.

Rajan Bharti Mittal (2005) explains the paradigm shift in the way

people communicate. There are over 1.5 billion mobile phone

users in the world today, more than three times the number of

67

PCOs. India today has the sixth largest telecom network in the

world up from 14th in 1995, and second largest among the

emerging economies. It is also the world‟s 12 biggest market with

a large pie of $ 6.4 billion. The telecom revolution is propelling the

growth of India as an economic powerhouse while bridging the

developed and the developing economics.

ASEAN India Synergy Sectors (2005) point out that high quality

of telecommunication infrastructure is the pillar of growth for

information technology (IT) and IT enabled services. Keeping this

in view, the focus of telecom policy is vision of world class

telecommunication services at reasonable rates. Provision of

telecom services in rural areas would be another thrust area to

attain the goal of accelerated economic development and social

change. Convergence of services is a major new emerging area.

Aisha Khan and Ruche Chaturvedi (2005) explain that as the

competition in telecom area intensified, service providers took

new initiatives to customers. Prominent among them were

celebrity endorsements, loyalty rewards, discount coupons,

business solutions and talk time schemes. The most important

consumer segments in the cellular market were the youth segment

and business class segment. The youth segment at the inaugural

68

session of cellular summit, 2005, the Union Minister for

Communications and Information Technology, Dayanidhi Maran

had proudly stated that Indian telecom had reached the landmark of

100 million telecom subscribers of which 50% were mobile phone

users. Whereas in African countries like Togo and Cape Verde

have a coverage of 90% while India manages a merely mobile

coverage of 20%.

In overview in Indian infrastructure Report (2005) explains

India‟s rapidly expanding telecom sector is continuing to witness

stiff competition.This has resulted in lower tariffs and better

quality of services. Various telecom services-basic, mobile,

internet, national long distance and international long distance

have seen tremendous growth in year 2005 and this growth trend

promises to continue electronics and home appliances businesses

each of which are expected to be $ 2.5 bn in revenues by that year.

So, driving forces for manufacturing of handsets by giants in India

include-sheer size of India market, its frantic growth rates and

above all the fact that its conforms in global standards.

69

Analysis and Interpretation

Q.1) Are you using mobile?

ANSWERS NO.OF

RESPONDENTS

PERCENTAGE%

YES 92 96

70

A

B

NO 8 4

Table no 1.1

Fig. no.1.1

Interpretation

The above graph shows that 96.5%people are using mobile and 3.5% people

are not using mobile.

Q.2) Does it really matter whether you go for GSM or CDMA?

Table no.1.2

ANSWER NO.OF PERCENTAGE

71

RESPONDENTS %

a YES 67 83

b NO 33 17

Fig. no. 1.2

Interpretation

The above graph shows that people are more concerned about the

technology they are using.83.5% users are concerned about technology.

And 16.5% users have no concern from that.

Q.3) how would you rate the voice clarity of your AIRTEL mobile

connection?

ANSWER NO.OF RESPONDENTS PERCENTAGE %

a Excellent 32 16

b Good 113 56.5

72

c Average 43 21.5

d Bad 9 4.5

e Worst 3 1.5

Table no. 1.3

Fig no 1.3

Interpretation

The above graph shows the rating given by AIRTEL mobile users to the

voice quality.16% GSM users are delighted with quality and 56.5% users

are satisfied with that.

73

Q.4) How would you rate network coverage strength on

AIRTEL mobile connection

Table no.1.4

Fig.no.1.4

Interpretation

The above graph depicts the coverage strength experienced by the

GSM users. GSM users are getting better coverage strengths. 46.5% GSM

users are highly satisfied with network coverage. 31.5% users are

satisfied, 5%are not satisfied with that.

ANSWER NO.OF RESPONDENTS PERCENTAGE %

A Excellent 46.5 23.25

B Good 31.5 15.75

C Average 17 8.5

D Bad 5 2.5

E Worst 0 0

74

Q.5) How would you rate supplementary facilities like call

wait, call hold, call forward, call divert, call conference on

AIRTEL mobile connection?

ANSWER NO.OF

RESPONDENTS

PERCENTAGE %

A Excellent 48 24

B Good 76 38

C Average 68 34

D Bad 8 4

E Worst 0 0

Table no 1.5

Fig.no.1.5

75

Interpretation

The above graphs shows the satisfaction level of GSM mobile users

.24% users are highly satisfied, 38% are satisfied, 34% are find it average

and 4% are dissatisfied with supplementary services offered to them.

Q.6) How would you rate the Internet connectivity and data transfer

service on AIRTEL Connection ?

ANSWER NO.OF RESPONDENTS PERCENTAGE %

a Excellent 60 30

b Good 77 38.5

c Average 45 22.5

D Bad 13 36.5

E Worst 5 2.5

Table no.1.6

Fig.no.1.6

Interpretation

Still many people are not aware of internet services offered to them by their services

provider .AIRTEL users are more satisfied with the internet and data services offered to them

then other competitors. 30% users are highly satisfied, 22.5% are found it average, and 36.5%

are not satisfied with tha

76

Q7.) How would you rate international roaming facility on AIRTEL

mobile connection?

Table no.1.7

ANSWER NO.OF

RESPONDENTS

PERCENTAGE

%

a Excellent 15 7.5

b Good 44 22

c Average 50 25

d Bad 56 28

e Worst 35 17.5

Fig.no1.7

Interpretation

Majority of people find international roaming facility is not

satisfactory.22% find its good 28% find it’s not satisfactory.

Q.8) How would you rate dual personal and business number facility on AIRTEL mobile connection?

77

ANSWER NO.OF RESPONDENTS PERCENTAGE %

a Excellent 20 10

b Good 84 42

c Average 73 36.5

d Bad 19 9.5

e Worst 4 2

Table no.1.8

Fig.no.1.8

Interpretation

Although 10% find it excellent but 42% users find it good, 36.5%

users find it average, 9.5% find it bad and 2% find it not satisfactory.

Q.9) How would you rate tariff rate of your AIRTEL prepaid

connection?

78

ANSWER NO.OF

RESPONDENTS

PERCENTAGE

a Excellent 15 7.5

b Good 65 32.5

c Average 85 42.5

d Bad 25 12.5

e Worst 10 5

Table no 1.9

Fig.no.1.9

Interpretation

7.5% AIRTEL mobile users find it excellent, majority of users

42.5%find it average, 12.5% are not satisfied with it.

Q10.) How would you rate STD tariff plans of AIRTEL communication?

ANSWER NO.OF RESPONDENTS PERCENTAGE %

a Excellent 75 37.5

79

b Good 85 42.5

c Average 35 17.5

d Bad 5 2.5

e Worst 0 0

Table no.1.10

Fig.no.1.10

Interpretation

The above graph shows that 37.5% respondents are delighted with

the STD tariff plans. 42.5%are satisfied with that.17.5% find it average

and 205% are not satisfied with it.

Q.11) How would you rate the customer care service of AIRTEL mobile

connection?

ANSWER NO.OF

RESPONDENTS

PERCENTAG

E %

a Excellent 17 8.5

80

b Good 35 17.5

c Average 74 37

d Bad 46 23

e Worst 28 14

Table no. 1.11

Fig.no.1.11

Interpretation

When I asked the customers of Tata Docomo about the services of Tata Docomo

customer care 17% said that it is excellent. And most of customers find it average.

Some of them said they are not satisfied with their services.

Q12) According to you what is the biggest weakness of AIRTEL

mobile?

ANSWER NO.OF

RESPONDENTS

PERCENTAGE

%

81

A Less flexibility of

changing service

provider

79 39.5

b International

roaming very

limited

121 60.5

Table no.1.12

Fig no.1.12

Interpretation

The majority of users said that the biggest weakness of airtel is the

limited international roaming facility.

82

Q13) Based on your experience with AIRTEL GSM technology are

you likely to recommend GSM technology to your friends and relatives who may be

planning to purchase a new mobile?

ANSWER NO.OF

RESPONDENTS

PERCENTAGE

a Yes 89 44.5

b No 41 20.5

C Can’t say 70 35

Table no.1.13

Fig.no.1.13

Interpretation

44.5% users will like to recommend the AIRTEL GSM technology to

their friends and relatives.20.5% users would not recommend it to their

friends, and 35% are not sure for that.

83

Q14) Is AIRTEL prepaid voucher easily available at retailer outlet?

Table no.1.14

ANSWER NO.OF

RESPONDENTS

PERCENTAGE

a Yes 102 51

b No 46 23

C Sometimes

not available

52 26

Fig.no.1.14

Interpretation

Majority of respondents 51% found prepaid voucher easily available

at retail outlet, 23% say that it is not easily available, and 26% found it

not available at sometimes.

84

Findings

1) Quality of the service provided plays an important role in

keeping the existing customers and to bring new customers.

2) In most of the organization, Internet plays an important role

in the day to day activities.

3) Most of the organizations prefer broadband connection over

other type of connection because of speed and other

compatibility of service.

4) A number of the organization preferred Airtel because of the

quality of service provided and also for the speed of data

transmission.

5) Many customers have rated the speed of data transmission is

very good. Some customers had complaints regarding the

speed. This is mostly due to number of systems connected by

single broadband connection.

6) The safety and security of Airtel network is rated very well

by most of its customers. Safety of data is very important in

any type of organization. Airtel with its own PC security

suite helps organizations protect its data from theft and

prevents it from harmful attacks.

85

7) After sales service plays essential part of customer

satisfaction. More than 10% customers have complaints

regarding the after sales service of Airtel broadband. But a

number of customers have reported it excellent and very

good.

8) Customers feel Airtel broadband was much better than other

competitive products of the same category. This shows the

place Airtel has achieved in the minds of the customer in

Indore region.

9) The overall satisfaction level is very high among customers.

86

Suggestions

On completion of the project work “Customer perception towards

Airtel broadband service among Small and medium scale

industries (SME) customers of Indore, I would like to give my

suggestions which the company can make use of:-

1) The customer rate quality of the service as the most relevant

one and hence Airtel Broadband services should maintain the

quality in services and should make improvements in this

feature.

2) Some customers are planned to discontinue because of high

billing and after sales service is not good. Though it is a

small percentage the company should focus on these to keep

the brand image in the minds of people.

3) If any complaint is observed from the customers, it should be

dealt quickly. This will reduce the chance for dissatisfaction.

4) Many dissatisfied customers asked for more information

about other plans or change of plans. So the dissatisfaction

may be due to providing wrong plans by the sales persons. So

the company can make use of this opportunity to retain its

customers by providing the right plans.

87

5) SME segment is a high potential market (especially in

Indore) and the company should take care of more

promotional activities in which advertisement plays and

effective role and hence to have a competitive edge over

other brands.

6) Lack of awareness about the plans is high among customers.

So the company must provide an awareness program about

the specialized plans for them.

7) The detailed billing is provided as a value added service in

Airtel broadband. It is free of cost in its competitors like

BSNL. So the company could provide the service as free of

cost. It will help customers clear their doubts about billing

and hence to improve their satisfaction level.

88

CONCLUSION

The project titled “A study on the customer perception of

mobile phone service providers with special reference to

AIRTEL” was carried out among the customers/consumers in

Palampur Region. The overall objective of the study was to fine

out how the customer perceives Airtel Mobile Phone services and

to find out their satisfaction towards the service against its

competitors. The study revealed the picture of customer’s

perception and satisfaction which help Airtel Mobile Phone

services to encourage more people to be the customers/consumers

of Airtel Services.

89

BIBLIOGRAPHY

Philip Kotler and Gery Armstrong ,Principles of Marketing

Management

Ramaswamy V.S, Namakumari S; Marketing management

D.D. Sharma, Marketing Research

Green & Tull, Marketing Research

Kothari C.R, Research Methodology- Methods and

Techniques;

Second Edition; 2004

Websites:

WWW. BHARTIAIRTEL.IN

WWW. AIRTEL.IN

WWW. GOOGLE.COM

90

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Published in

Advertisement.

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APPENDIX

Questionnaire

Personal details:

Name:

Address:

Occupation:

Gender: Male ( ) Female ( )

Q.1) Are you using mobile?

a) Yes ( ) b) No ( )

Q.2) Does it really matter whether you go for GSM or CDMA?

a) Yes ( ) b) No ( )

Q.3) How would you rate the voice quality of your AIRTEL mobile

connection?

a) Excellent b) Good

c) Average d) Bad

e) Worst

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Q.4) How would you rate network coverage strength on AIRTEL

mobile connection?

a) Excellent b) Good

c) Average d) Bad

e) Worst

Q.5) How would you rate supplementary facilities like call wait, call

hold, call forward, call divert, call conference on AIRTEL mobile

connection?

a) Excellent b) Good

c) Average d) Bad

e) Worst

Q.6) How would you rate internet connectivity and data transfer service

on AIRTEL?

a) Excellent b) Good

c) Average d) Bad

e) Worst

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Q.7) How would you rate security and confidentiality regarding call

theft on AIRTEL mobile connection?

a) Excellent b) Good

c) Average d) Bad

e) Worst

Q.8) How would you rate dual personal and business number facility

on AIRTEL mobile connection?

a) Excellent b) Good

c) Average d) Bad

e) Worst

Q.9) How would you rate tariff rate of your AIRTEL prepaid

connection?

a) Excellent b) Good

c) Average d) Bad

e) Worst

Q.10) How would you rate STD tariff plans of AIRTEL

communication?

a) Excellent b) Good

c) Average d) Bad e) Worst

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Q.11) How would you rate the customer care service of AIRTEL

mobile connection?

a) Excellent b) Good

c) Average d) Bad

e) Worst

Q.12) According to you what is the biggest weakness of AIRTEL mobile

Connection ?

a)Less flexibility of changing service provider.

b)International roaming very limited.

Q.13) Based on your experience with airtel GSM technology are you

likely to recommend GSM technology to your friends and relatives who

may be planning to purchase a new mobile?

a) Yes b) No c) Can’t say

Q.14) Is AIRTEL prepaid voucher easily available at retailer outlet?

a) Yes

b) No

c) Sometimes not available

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