Market Research Report

[ MARKET RESEARCH REPORT] JAN 2010 - 2012

N E W G A T E I N D I A , B a n g a l o r e

Research Report

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A study on satisfaction level of GSM customers

MARKET RESEARCH

NEWGATE INDIA

Hyderbad, Andhra Pradesh

Pin- 500038

http://www.newgate.in/

mailto:[email protected]

http://www.slideshare.net/newgateindia



Dissertation Report on

Cause & affect relationship to measure satisfaction level of GSM customers.

In partial fulfillment of the Course: Dissertation

In Term – VIII of the

Post Graduate Program in Management

(Batch: Jan. 2010 – 2012)

Prepared by

SUNAM PAL

Registration No:



Table of Contents

Executive Summary ............................................................................................................ 13

Chapter - 1 Introduction .......................................................................................................... 14

1A Introduction about study .................................................................................................. 14

1A.1 Research Overview .................................................................................................................... 14

1A.2 Purpose of conducting research .............................................................................................. 15

1A.3 Research Motivation .................................................................................................................. 15

1B Research problem ................................................................................................................ 15

1C Research topic ...................................................................................................................... 15

1D Research objective .............................................................................................................. 16

1D.1 List of proposed objectives in synopsis ................................................................................ 16

1D.2 Proposed Hypothesis ................................................................................................................ 16

1D.3 Assumptions considered .......................................................................................................... 16

1E Need and Scope of study .................................................................................................... 17

1E.1 Need .............................................................................................................................................. 17

1E.2 Scope ............................................................................................................................................. 17

1E.3 Relevance to real world ............................................................................................................. 17

1F. Limitations of the study .................................................................................................... 18

1G Industry Overview ............................................................................................................. 18

1G.1 Industry Details ......................................................................................................................... 18

1G.1.1 Scope of Telecom sector in India ............................................................................................. 18

1G.1.2 Regulatory framework ............................................................................................................. 19

1G.1.3 Evolution of Telecom sector in India ...................................................................................... 19

1G.1.4 Role of Telecom sector in Indian Economy ............................................................................ 20

1G.1.5 GSM (Global System for Mobile Communications) .............................................................. 21

1G.1.6 Benefits of GSM over CDMA ............................................................................................. 21

1G.2 Global context ............................................................................................................................ 21



1G.2.1 World Telecom Sector ............................................................................................................. 22

1G.2.2 Growth of Telecom sector world wide ..................................................................................... 22

1G.3 Indian context ............................................................................................................................. 23

1G.3.1 Growth In Subscriber Base ..................................................................................................... 23

1G.3.2 Top Seven Operators – GSM + CDMA – Monthly Net Additions ....................................... 24

1G.3.3 All India Wire line Subscriber Base ........................................................................................ 25

1G.4 Current market scenario ........................................................................................................... 25

1G.4.1 Growth of subscriber base ....................................................................................................... 25

1G.4.2 Growth of Wire Line ............................................................................................................... 26

1G.4.3 Growth of Wireless Subscriber ................................................................................................ 27

1G.4.4 Growth of Internet Subscriber ................................................................................................ 27

1G.4.5 Growth of Broadband subscriber ............................................................................................. 28

1G.4.6 Growth of Tele density at India .............................................................................................. 28

1G.4.7 Growth of Wireless (GSM and CDMA) Services ................................................................... 29

1G.5 Future Projections ...................................................................................................................... 29

1G.5.1 Revenue & Market Share ........................................................................................................ 29

1G.5.2 GDP and Employment ............................................................................................................ 30

1G.5.3 Future Technology .................................................................................................................. 30

1G.6 Major Market players in world market ................................................................................. 31

1G.7 Major Market players in Indian market ................................................................................ 32

1G.8 Market Share ............................................................................................................................. 36

1G.8.1 Market Share of GSM service in India .................................................................................. 36

1G.8.2 Market Share regional basis in World .................................................................................... 37

1G.8.3 Market Share Regional basis in India ..................................................................................... 38

Chapter - 2 Review of Literature ............................................................................................ 39

2A. Research papers published ........................................................................................................ 39

2B. Articles published ....................................................................................................................... 42

2C. Case Studies published ............................................................................................................... 44

2B. Books published ........................................................................................................................... 45

Chapter - 3 Research Methodology ....................................................................................... 46

3A Research Design ................................................................................................................ 46

3A.1 Research Framework ................................................................................................................ 46



3A.2 Research Approach ................................................................................................................... 47

3A.2.1 PHASE1: ................................................................................................................................. 47

3A.2.2 PHASE2: ................................................................................................................................. 47

3A.2.3 PHASE3: ................................................................................................................................. 48

3A.3 Type of Research ........................................................................................................................ 48

3B Sources of data ..................................................................................................................... 48

3B.1 Primary data: ............................................................................................................................... 48

3B.2. Secondary data: .......................................................................................................................... 49

3C Sampling of data ................................................................................................................. 49

3C.1 Nature of Sampling ................................................................................................................... 49

3C.2 Sampling Type ............................................................................................................................ 49

3C.3 Sample Size ................................................................................................................................. 50

3C. 4 Target Sample ............................................................................................................................ 50

3D. Primary scales used ........................................................................................................... 51

3E. Data Collection Methods .................................................................................................. 52

3F. Analysis tool used............................................................................................................... 52

3G. Overview of work .............................................................................................................. 53

3G.1 Tasks accomplished................................................................................................................... 53

3G.2 Software package/ tools used .................................................................................................. 54

3G.3 Meeting with target people. ..................................................................................................... 55

3H. Questionnaire & Interview Questions .......................................................................... 55

3H.1 Phase 1: Online survey questions ........................................................................................... 55

3H.1.1 Purpose of survey Questions: ................................................................................................ 61

3H.1.2 Primary scale applied: ............................................................................................................ 61

3H.2 Phase-2 Interview Questions ................................................................................................... 61

3H.2.1 Purpose of interview Questions .............................................................................................. 62

3H.2.2 Primary Scale applied ............................................................................................................. 63

3H.3 Phase 3 Online survey questions ............................................................................................ 63

3G.H.1 Purpose of interview Questions ............................................................................................. 68

3H.3.3 Primary Scale applied ............................................................................................................. 68

3H.4 Question distribution based on objectives ........................................................................... 69

3G.5 Question distribution based on analysis tool ...................................................................... 69



Chapter – 4 Observation, Analysis & Interpretation ......................................................... 70

4A Observation during data collection ............................................................................... 70

4A.1 Key Observation during research ........................................................................................... 70

4A.2 Problems faced during survey ................................................................................................. 71

4A.3 Customer Survey response patterns ....................................................................................... 71

4A.3.1 Ideal Timings for Interview & online survey.......................................................................... 71

4A.3.2 Mode of communication for interviewers ............................................................................... 72

4A.3.3 Survey response barrier .......................................................................................................... 73

4A.3.4 Customer response chart ......................................................................................................... 74

4A.3.5 Customer response pyramid .................................................................................................... 75

4A.4 Common errors committed ...................................................................................................... 76

4B. Analysis & Interpretation of Data collected ................................................................. 76

4B.1 Phase:1 , Identification & Priortization of key Factor ........................................................ 76

4B.1.1 Factor Frequency Table ........................................................................................................... 77

4B.1.2 Factor Priority Matrix ............................................................................................................ 78

4B.3 Interpretation : ............................................................................................................................ 79

4B.4 Phase:1 Graphical Analysis ...................................................................................................... 79

4B.4 Interpretation of Graphical analysis: ...................................................................................... 82

4B.5 Phase:2 Interview Analysis....................................................................................................... 83

4B.5.1 Interview Analysis Result ....................................................................................................... 83

4B.6 Interpretation of interview results .......................................................................................... 86

4B.7 Market share analysis ................................................................................................................ 87

4B.7.1 Market Share chart .................................................................................................................. 87

4B.7.1 Market share Frequency Table ................................................................................................ 87

4B.8 Interpretation on market players ............................................................................................. 88

4B.9 Phase: 3 Survey graphical analysis ......................................................................................... 89

4B.10 Interpretation of graphical analysis ...................................................................................... 94

4C SPSS software output Analysis ........................................................................................ 94

4C.1 Reliability Test ........................................................................................................................... 94

4C.1.1 Sample Size ............................................................................................................................. 95

4C.1.2 SPSS output ........................................................................................................................... 95

4C.2 Interpretation .............................................................................................................................. 95



4C.3 Multiple Linear Regression Analysis ..................................................................................... 96

4C.3.1 Independent Variable .............................................................................................................. 96

4C.3.2 Dependent variable .................................................................................................................. 96

4C.3.3 Sample Size ............................................................................................................................. 96

4C.3.4 SPSS OUTPUT ...................................................................................................................... 97

4C.3.5 Evaluation of output ............................................................................................................... 99

4.C.3.6 Derived Result ........................................................................................................................ 99

Multiple Regression linear Equations .................................................................................... 99

4C.4 Interpretation of regression analysis ...................................................................................... 99

4C.6 Correlation Analysis ................................................................................................................ 100

4C.6.1 Correlation Variable .............................................................................................................. 100

4C.6.2 Sample Size ........................................................................................................................... 100

4C.6.3 Correlation Matrix XPSS OUTPUT .................................................................................... 101

4C.6.4 Evaluation of Output ............................................................................................................ 101

4C.6.5 Derived Result ....................................................................................................................... 102

4C.7 Interpretation for Satisfaction level ..................................................................................... 103

4C.8 Descriptive Statistics ............................................................................................................... 103

4C.8.2 Sample Size ........................................................................................................................... 104

4C.8.1 SPSS Output ......................................................................................................................... 105

4C.9 Interpretation for Sa : Satisfaction level .............................................................................. 106

4C.10 Linear Discriminant Analysis .............................................................................................. 106

4C.10.1 Grouping Variable ............................................................................................................... 107

4C.10.2 Dependent variable .............................................................................................................. 107

4C.10.3 Sample Size ......................................................................................................................... 107

4C.10.4 SPSS output ....................................................................................................................... 107

4C.10. 5 Evaluation of output .......................................................................................................... 109

4C.10. 5 Discriminant equation ....................................................................................................... 110

4C.11 Interpretation of discriminant Analysis ............................................................................ 111

4C.12 . Cross Tabulation .................................................................................................................. 111

4C.11 Interpretation of cross tabulation ....................................................................................... 111

Chapter - 5 Findings ............................................................................................................... 114

5A Key findings from Analysis ........................................................................................... 114



5B Key findings from observation....................................................................................... 115

5C Null hypothesis Acceptance............................................................................................ 117

5D Findings on individual objectives proposed .............................................................. 118

Chapter – 6 Recommendation ............................................................................................... 119

6A. Key Suggestions .............................................................................................................. 119

6B. Key Guidelines ................................................................................................................. 119

6C. Do’s & Don’ts .................................................................................................................... 120

6C.1 Do’s ............................................................................................................................................. 120

6C.2 Don’ts ......................................................................................................................................... 120

Chapter - 7 Conclusion ........................................................................................................... 121

Chapter - 8 Learning Outcome ............................................................................................. 122

Chapter - 9 Scope for further Research ............................................................................... 123

9A. Uncovered areas of Research ......................................................................................... 123

9B. How to explore this new areas ....................................................................................... 123

9C. Future Scope ...................................................................................................................... 124

9D. Formulation of new objectives...................................................................................... 124

APPENDIX-A ........................................................................................................................... 126

APPENDIX-B ........................................................................................................................... 130

APPENDIX- C .......................................................................................................................... 131

APPENDIX- D.......................................................................................................................... 132

APPENDIX - E ......................................................................................................................... 133

APPENDIX - F .......................................................................................................................... 134

APPENDIX - G......................................................................................................................... 135

APPENDIX - H......................................................................................................................... 136

APPENDIX - I .......................................................................................................................... 137

Abbreviation ............................................................................................................................ 138

Glossary .................................................................................................................................... 140

References................................................................................................................................. 145



List of Figures

Figure No Title Page No.

FIGURE : 1.1 Phases of telecom evolution 21

FIGURE : 1.2 Role of telecom sector 28

FIGURE : 3.1 Research Design 48

FIGURE : 3.2 Research Approach 49

FIGURE : 4.1 Mode of communication 74

FIGURE : 4.2 Survey response barrier 75

FIGURE : 4.3 Customer Response pyramid 77

FIGURE : 4.4 Discriminant analysis Centroid 112

List of Tables

Table No Title Page No.

TABLE : 1.1 Research objectives proposed 18

TABLE : 1.2 Research hypothesis proposed 18

TABLE : 3.1 Software tool used 56

TABLE : 3.2 Primary scale applied in Phase:1 Survey 63



TABLE : 3.5 Question distribution based on objectives 71

TABLE : 3.6 Question distribution based on analysis tool 71

TABLE:4.1A Ideal Timings for conducting Interview 73

TABLE:4.1B Ideal Timings for conducting online survey 74

TABLE : 4.2 Factor frequency Table 79

TABLE : 4.3 Factor priority matrix 80

TABLE : 4.4 Market Share frequency table 89

TABLE : 4.5 Cross tabulation Gender Vs. Place 113

TABLE : 4.6 Cross tabulation Age Vs. Place 114

TABLE : 5.1 Null hypothesis acceptance/rejection 119

TABLE : 5.2 Findings on individual objectives 120



List of Charts : Series 1.1- 4.19

Chart No Title Page No

Chart 1.1 Worldwide Telecom Industry Revenue in billions 24

Chart 1.2 Growth in Subscriber Base in million 25

Chart 1.3 Top Seven Operators – GSM + CDMA – Monthly Net Additions 26

Chart 1.4 All India Wire line Subscriber Base 27

Chart 1.5 Growth of subscriber base in India 28

Chart 1.6 Growth of Wire Line in India 28

Chart 1.7 Growth of Wireless Subscriber in India 29

Chart 1.8 Growth of Internet Subscriber in India 29

Chart 1.9 Growth of Broadband subscriber in India 30

Chart 1.10 Growth of Tele density in India 30

Chart 1.11 Growth of Wireless (GSM and CDMA) Services 31

Chart 1.12 Market Share of GSM service in India 38

Chart 1.13 Market Share Region Wise in World 39

Chart 1.14 Market Share Region Wise in India 40

Chart 4.1 Customer response chart survey phase:1 76

Chart 4.2 Customer response interview phase:2 76

Chart 4.3 Customer response chart survey phase:3 76

Chart 4.4 Phase:1 Gender Classification 81

Chart 4.5 Phase:1 Customer's stay in India 81

Chart 4.6 Phase:1 Number of mobile operators SIM used 82

Chart 4.7 Phase:1 Mobile connection ( Prepaid/Postpaid) 82

Chart 4.8 Phase:1 Customer factor 82

Chart 4.9 Phase:1 Customer’s choice influence by Parents 82

Chart 4.10 Phase:1 Customer’s choice influence by Spouse 82

Chart 4.11 Phase:1 Customer’s choice influence by Girl/Boy Friend 83

Chart 4.12 Phase:1 Customer’s choice influence by Friends 83

Chart 4.13 Phase:1 Customer’s choice influence by Kids 83

Chart 4.14 Phase:1 Customer’s choice influence by Siblings 83

Chart 4.15 Phase:1 Customer’s choice influence by cousins 83

Chart 4.16 Phase:1 Customer’s choice influence by relatives 83

Chart 4.17 Phase:1 Customer’s choice influence by office peers 84

Chart 4.18 Phase:1 Customer’s choice influenced by organization 84

Chart 4.19 Phase:1 Customers willingness to contact further. 84



List of Charts : Series 4.20- 4.52

Chart No Title Page No

Chart 4.20 Percentage of GSM SIM depending upon company 85

Chart 4.21 Percentage of Working professional using GSM service 85

Chart 4.22 Choice of GSM SIM influenced by location 86

Chart 4.23 percentage of people using dual SIM 86

Chart 4.24 percentage of people think dual SIM is useful 86

Chart 4.25 Percentage of people using GPRS & Internet 87

Chart 4.26 Tariff rates 87

Chart 4.27 Calculated market share 89

Chart 4.28 Phase:3 Gender classification 91

Chart 4.29 Phase:3 Age classification 91

Chart 4.30 Phase:3 Geographical classification 91

Chart 4.31 Ratings to favorite SIM 92

Chart 4.32 Ratings to SIM people disliked the most 92

Chart 4.33 Rating to Favorite GSM for Service Quality 92

Chart 4.34 Rating to SIM they disliked the most for Service Quality 92

Chart 4.35 Frequency vote for favorite GSM SIM 93

Chart 4.36 Frequency vote for to SIM they disliked the most 93

Chart 4.37 Rating to Favorite GSM for Benefit for Money 93

Chart 4.38 Rating to SIM they disliked the most for Benefit for Money 93

Chart 4.39 Rating to Favorite GSM for Price rates 94

Chart 4.40 Rating to SIM they disliked the most for Price rates 94

Chart 4.41 Rating to Favorite GSM for Network Busy 94

Chart 4.42 Rating to SIM they disliked the most for Network Busy 94

Chart 4.43 Rating to Favorite GSM for Additional Services 94

Chart 4.44 Rating to SIM they disliked the most for Additional Services 94

Chart 4.45 Rating to Favorite GSM for customer care service 95

Chart 4.46 Rating to SIM they disliked the most for customer care service 95

Chart 4.47 Rating to Favorite GSM for Sound clarity 95

Chart 4.48 Rating to SIM they disliked the most for sound clarity 95

Chart 4.49 Rating to Favorite GSM for customer operational Performance 95

Chart 4.50 Rating to SIM they disliked the most for operational Performance 95

Chart 4.51 Age vs. Place cross tabulation 114

Chart 4.52 Gender vs. Place cross tabulation 115



Reader’s Note

1. Any number marked within braces [ ] in italics; at the end of sentence or paragraph/

on heading/ below figure or chart, indicates that its source is mentioned in

Reference section, with serial number as mentioned inside the braces.

Example : [25], Refrerence[25]; Source [25] : Means it is refered from

http://www.airtle.in whose serial number is 25 in Reference section , Page:151

2. Any word marked within braces [ ] in italics; indicates that it is an abbreviation term,

whose full form is mentioned in Abbreviation section.

Example : [FDI] : Its full form is “ Foreign Direct Investment ” , which can be

found in Page:141, at end of this report.

3. Any word in italics starting with ‘*’ mark indicates that its meaning is defined in

glossary of market research terms arranged alphabetically.

Example : *Mean : It is defined as “an average found by summing all observations”

in Glossary section, Page : 144, at end of this report.

4. Any sentence quoted as “Note:” within braces [ ] in italics indicates that the above

content is further extended to/ better clarified with details in, Appendix table, figure

or chapter number as mentioned on the note.

Example : “ [Note: Find list of respondents in Appendix : A] ” means it is

mentioned in details in Apendix : A, Page : 128, at end of this report.



Executive Summary

In India telecommunication [GSM] service has played an important role in people’s life since early 2000. Telecomminication Industry is one of world’s fastest growing Industry. GSM (Global System for Mobile Communication) technologies are used in the Indian mobile sector very extensively at current times. In India there are currently 826.39 million mobile phone subscriber as on April-2011 reported by [TRAI] [37]. Rising comptetition from various telecom operators in India due to privatization, [FDI] flow,

liberazation of telecom industry, ease of tariff rates & bandwidth allocation by governtment

have made telecom sector more prone for rapid innovation in market approach, to pick up

the gap in customers expectations. Now the companies are trying to retain their customers by providing various offers.

They are trying to make their customer loyal to their existing brand. The Indian consumers are enjoying wide range of services at the lowest possible tariffs rate in the world. Prices of teclecom services have started falling significantly due to

price wars . In India mobile operators keeps on coming with new offers, festival discounts, free [sms] , [mms] ,unlimited basket offer, internet options, no roaming charges which motivates customers to go for new operators and sometimes it also creates a lot of confusion while choosing operators due to ambiguity on personal pereferance. Various other alternatives like internet, [GPRS], [GPS], [3G], broadband connections have always attracted customers to go for new mobile operators.

This research establishes a relationship between satisfaction level and various factors that would help in understanding the post purchase evaluation criteria set by customers. The sector chosen is particularly [GSM] cellular service in India. It identifies various factors that influence consumer post purchase evaluation, prioritizes them and then finally demonstrates a relationship equation between those factors & customer satisfaction level. Research have also focused on understanding the market share of various [GSM] operators, different tariff plans that customers prefer to avail, average call rates customers look for, extent to the usage of [GPRS]/Internet and other features like application download and ringtones subscription.

It also throws light on people or factors influencing buying decision that makes customer stick to any particular [GSM] operator over a period of time. This research will give a broad scope for marketers & product managers to promote & design [GSM] services in such a way that it has competitive edge over others. It will help in developing customer satisfaction level metrics that can can help in predicting customer response beforehand. It would support how customer loyalty can be gained through effective [GSM] cellular service & which attributes needs to be given the top most priorities. It will give deeper insight to marketers about how to modify service features on timely basis that can best fit to their target market and design the product in such a way that it is able to differentiate from rest of the market players.



Chapter - 1

Introduction

1A Introduction about study

This is purely a cause affect research that has establish relationship between satisfaction level and various factors that would help in understanding the post purchase evaluation criteria set by customers.

1A.1 Research Overview

The industry chosen is Telecom Industry & product is [GSM] cellular mobile SIM. This research other than just only setting 3 primary objectives as [Note: as mentioned in TABLE:1.1] , that is identifying the factors, prioritizing them and then developing relationship equation to demonstrate cause effect relationship , have also focused to understand the market share of various [GSM] operators, different tariff plans that customers prefer to avail. What are the most important [STD] call rates , local call rates and roaming rates customers look for. What is the extent to usage of [GPRS] and internet and other features like application download, ringtones subscription.

It had cleared out whether customer care have any role in influencing

customers buying. It has also focused on people who influence buying decision and when customer would stick to any particular [GSM] operator. This research also focuses on ratio quotient of prepaid versus postpaid services and gives a clarity whether factors like current location, current employer, current organization do play any role in choice of a particular [GSM] operator.

It will also help to understand that on what basis marketers evaluate a

particular [GSM] mobile operator in post purchase stage to decide whether they are satisfied or not. Which factors consitute their satisfaction level & how those factors are correlated with satisfaction level.

This research will provide a deeper insight into various customer priorties

during post purchase evaluation that sets a standard for service provider to understand that under what circumstances customers would respond positively or may not revert back again [1][3].



1A.2 Purpose of conducting research

To understand on what basis marketers evaluate a particular [GSM] mobile operator on post purchase to decide whether they are satisfied or not. To know what factors consitute their satisfaction level & how those factors are correlated with satisfaction level.

Also to get a deeper insight into various customer priorties during post purchase evaluation that sets a standard for service provider to understand what are various customers preferances and under what circumstances customers would respond positively or may not revert back again.

[Note: All findings against each purpose is mentioned in Appendix-C/ Table 5.2 ]

1A.3 Research Motivation

Being from telecommunication background with Bachelor of technology in Electronics telecommunication Engineering, it was very much important to know, how customer choose a particular [GSM] telecom operator . On what basis they evaluate a particular operator after purchase. To know what factors consitute satisfaction level & how those factors are correlated with satisfaction level.

Also to get a deeper insight from marketers point of view that how exactly marketing stratigies work in telecom industry. This research it would also help in acquiring bulk of information on current [GSM] market trading, tariffs plans, customer preferances, major market players, market shares and current business trends of [GSM] industry in India & also at global level.

1B Research problem

Problem Faced by Marketers: Difficulty in knowing the factors which makes

customer satisfied after post purchase evaluation of a particular GSM operator.

Also on what circumstances or changes being made to each of those factors will

impact on rise or fall of satisfaction level. What attributes of services is utmost

priority to customer.

1C Research topic

To identify & prioritize the factors that would make customer satisfied after subscription to any [GSM] operator in India & deriving a cause affect relationship between those factors & customer satisfaction level.

[Note: Customer priority matrix is mentioned in Appendix- F.1 ]



1D Research objective

1D.1 List of proposed objectives in synopsis

Table: 1.1

S.no Objectives Proposed

Objective:1 1. To identify the factors that would decide customers

satisfaction level (Sa) after they subscribe to any GSM service.

Objective:2 2. To prioritize those identified factors based on their impact

on satisfaction level of customer.

Objective:3 3. To design a cause affect relationship/X-Y/ statistical

equation to prove relationship among those factors & customer

satisfaction level.

1D.2 Proposed null hypothesis

Table: 1.2

S.no Null Hypothesis Proposed

Hypothesis : HA0 There is a positive correlation between customer satisfaction level (Sa) & quality of service (Q).

Hypothesis : HB0 There is a positive correlation between customer satisfaction level (Sa) & Performance of service (R).

Hypothesis : HC0 There is a negative correlation between customer satisfaction level (Sa) & price (P).

Hypothesis : HD0 There is a positive correlation between customer satisfaction level (Sa) & Problem addressed by customers (P).

Hypothesis : HE0 There is a negative correlation between customer satisfaction level (Sa) & Network traffic (N).

[Note: Results of all above hypothese accepted/rejected is mentioned in Appendix-C / Table:5.1]



1D.3 Assumptions considered

Assumption:1 All locations are considered to be equivalent while undergoing analysis.

No distinction or emphasis was done based on different geographic locations.

Assumption:2 This research didn’t include impact of gender , hence responses from

both male & female were considered same.

1E Need and Scope of study

1E.1 Need

It would help in effective designing of product based on the factors influencing

customer satisfaction level as derived by the research and would support better

understanding of consumer buying behavior and their preferences.

The company which can adopt such initiative will gain competitive advantage

over others and can have better understanding of consumer buying behavior.

It will help in penetrating the market to a greater extent and will create a

potential market to cater to customers

1E.2 Scope

This research will give a broad scope for marketers & product managers to promote & design [GSM] services in such a way that it will have competitive edge over others. It will help in developing customer satisfaction level metrics that can be easily measured for an average population and can help in predicting customer response beforehand. It would support a model equation to help marketers to modify any selected factors for an existing service that will raise current satisfaction level . Research will also create a future scope to demonstrate how customer loyalty can be gained through effective [GSM] cellular service & which attributes needs to be given the top most priorities.

1E.3 Relevance to real world

[GSM] cellular service has been one of the major fast growing consumer market in India and thus with increasing competition it would be necessary to establish models & equations that can be implemented in real time scenario to predict & calculate customers satisfaction level before hand and will help in understanding that to what degree customers will be satisfied on post purchase evaluation. This will help marketers to modify its features & existing services on timely basis that can best fit in to their target market and design product in such a way that it is able to differentiate from rest of the market players.



1F. Limitations of the study

This research doesn’t take into account how satisfaction level depends on

demographic factors like age, culture & gender.

It considers all geography locations & gender as same.

The research focuses only on top most factors, eliminating other factors that

may be influencing customer satisfaction level but their impact is less.

This research itself may not conclude to solutions that will help in taking

effective strategies, as the scope of this research generalizes the buying

behavior of customers in India as a whole. To be able take effective decisions, a

further extensive research has to be done *cluster wise based on age, gender,

culture & locations of consumers.

[Note: How to overcome this limitations, is mentioned in details in chapter-9, sections:

9A, 9B, 9C, 9D of this report]

1G Industry Overview

The vision of telecommunication in 2020 is a vision of information society built on an edifice where IT and telecommunication merge. They will be striving to spread the benefits to rural sector. More emphasis will be put on developing the human capital, infrastructure and building capabilities and capacity for growth. The future is visible with the advent of Web 2.0 and [MVNO] and strategies like developing strong partnership skills, focusing on customer user groups, embracing internet services will only enable the players to thrive well into the future.

1G.1 Industry Details

1G.1.1 Scope of Telecom sector in India

Telecommunication is important not only because of its role in bringing the benefits of communication to every corner of India but also in serving the new policy objectives of improving the global competitiveness of the Indian Economy and stimulating and attracting [FDI]. Indian telecom is one of the fastest growing telecom markets in the world. In telecom industry, service provider are the main drivers, whereas equipment manufacturers are witnessing growth and decline in successive quarters as sale is dependent on order undertaken by the companies. World telecom industry is going to be a booming industry.



1G.1.2 Regulatory framework

The Telecom Regulatory Authority of India [TRAI] was set up in March 1997 as a regulator for telecom sector. The TRAI’s functions are recommendatory, regulatory and tariff setting in telecom sector. Telecom Disputes settlement and Appellate Tribunal [TDSAT] came into existence in May 2000. [TDSAT] has been empowered to adjudicate any dispute[34]. Between a licensor and a licensee

Between two or more service providers

Between a service provider and a group consumers

Hear and dispose of appeal against and direction, decision or order of [TRAI].

1G.1.3 Evolution of Telecom sector in India

Figure:1.1

PHASES OF EVOLUTION OF TELECOM SECTOR IN INDIA

Source [49]: http://www.dbresearch.in



Private sector companies penetrated the telecommunication market in 1984.Various kind

of equipment related to telecom sector started being manufactured. [MTNL] was formed

to promote communication in the metro city Delhi and [VSNL] got started in 1986 to

enable communicate abroad. In 1989 telecom commission was set up to regulate the

telecom sector [17]

Liberalization of Indian economy and open competition was allowed. [TRAI]

that’s is Telecom Regulatory Authority was established in 1997.New Telecom Policy

[NTP] was announced in 1999 to regulate various companies and have control on Tariffs

to meet Indian customer needs [17].

[BSNL] was established in 2000 to have [STD] connection all over India. It was

great initiative to connect whole India. National and International long distance services

came into competition. License fees were reduced. Internet telephony and [CDMA]

technology was initiated in 2000. In 2002 [VSNL] was privatized and [BSNL] launched

mobile services. Calling party pays was initiated in 2003 and broad band policy was

formulated in 2004. In 2005 [FDI] increased from 49% to 72%.Concept of number

portability was introduced in 2006 [17].

1G.1.4 Role of Telecom sector in Indian Economy

Figure:1.2

Source[49]: http://www.dbresearch.in



1G.1.4.1 Direct Benefits

It contributes to Indian [GDP]

It generates revenue for nation thus increasing the national income

It provides employment

1G.1.4.2 Indirect Benefits

It improves the existing flow of information system

Access of information in a simplified manner

Increases the speed of services

Increases productivity of business through voice and data services

1G.1.5 GSM (Global System for Mobile Communications)

80% of the global market uses this standards. It is used over 1.5 billion people across globe Across 212 countries and territories have access to [GSM] services in India. It differs from its predecessor technologies in both signaling and speech

channels. It is a part of 2G (second generation) mobile system [18]

1G.1.6 Benefits of GSM over CDMA

Low cost in short message service [SMS] Wider network coverage at low cost Ability to roam and switch carriers without replacing phones[23].

1G.2 Global context

The telecom sector plays a vital role in the economic growth. In the beginning the U.S. telephone services was provided by American Telecom and Telegraph [AT&T]. During the same period Great Britain’s national telephone company was sold to private investors as was Japan’s [NTT] telephone monopoly[22].



1G.2.1 World Telecom Sector

Later [AT&T] was proving long distance connections to the other companies. In the recent year the world’s policy makers have recognized that telecom provides key inputs for:

Economic Development

Contributes to global integration

Enhances public sector effectiveness

Efficiency and transparency [19]

1G.2.2 Growth of Telecom sector world wide

The telecom industry has become a global combination industry. An industry is called combination industry when it combines the other industry’s product to serve its customers. The telecom industry is serving their customers by transporting electronic communications which is combining with computers, media and publishing products before being sold to its customers. Nippon Telegraph and Telephone [NTT] provides multimedia services as part of its global telecom business. Over the last decades the fixed line operators are affected as the customers are using email, online chat, and mobile text messaging instead of traditional phone calls. [19]

Chart:1.1

Worldwide Telecom Industry Revenue in billions

Source[32]: http://www.3g.co.uk/PR/Dec2005/2388.htm



Next Generation Telecommunications has become very important for the emerging digital economy. Some important services depend on [NGT] such as tele-health, e-education, e-business, digital media, e-government, environmental applications like smart utility meters. [NGT] will take the form of wireless NGNs i.e. [WiMAX].

1G.3 Indian context

MARCH 09-FEB 10, top 7 [GSM] + [CDMA] telecom have added more than 100

million sub base which near about 20% of total wireless sub-bases in India.

IDEA, TATA & AIRCEL were stable but all other like AIRTEl, VODAFONE,

[BSNL] & RELIANCE were making loss of market share in last financial

year(2009).

The growth of TATA Teleservices was quite high in terms of subscribers

addition per month which was taken over by Vodafone in February 2010.

1G.3.1 Growth In Subscriber Base

Chart:1.2

Growth in Subscriber Base in million

Source [38]: http://www.trai.gov.in/annualreport

This rapid growth has been possible due to various proactive and positive decisions of the Government and contribution of both the public and private sector. The rapid strides in the telecom sector have been facilitated by liberal policies of the government that provides easy market access for telecom equipment and a fair



regulatory framework for offering telecom services to the Indian consumers at affordable prices.

1G.3.2 Top Seven Operators – GSM + CDMA – Monthly Net Additions

Chart:1.3

Source[30]: http://telecomblogs.in/?p=776

The chart shows the monthly net income addition of Top 7 operators in regards to aggregate of [GSM] and [CDMA] services in India. The maximum addition has been done by AIRTEL followed by AIRCEL. Whereas RELIANCE,TATA & IDEA had lesser monthly income compared to Vodafone and [BSNL].

1. TATA & AIRCEL showed a stable monthly addition over last year

2. Whereas Vodafone RELIANCE & IDEA were fluctuating a lot in the fiscal year.

3. The % monthly addition of [BSNL] and AIRTEL were quite stable

http://telecomblogs.in/?p=776



1G.3.3 All India Wire line Subscriber Base

Chart:1.4

Source [31]: http://telecomblogs.in/wp-content/uploads/2010/04/6.jpg

If we look at the charts above, we can find out how Tata (GSM+CDMA) has clearly dominated the sub addition scene in later half of year 2009.

In Broadband category, India has 80 lacks [BB] subscriber at the end of Feb-10, as compared to 58 lacks in Mar-09. In implies only 2 million [BB]

subscriber additions during one year period.

1G.4 Current market scenario

The telecom sector is growing very fast in India. It has become the second largest telecom network in the world after China. [TRAI] has introduced significant policies. It let the telecom sector from monopolistic to open market for competition. The Indian consumers are enjoying wide range of services at the lowest tariffs in the world. The Indian telecom sector is growing by adding around 15 million connections per month. It has achieved its target of 500 million before the targeted date.

1G.4.1 Growth of subscriber base in India



Chart:1.5


There were 6.22 million broadband subscribers and 11.09 million internet subscribers as on 31st 2009. The total subscriber base (both wireless and wire line) of telecom sector has achieved 429.72 million subscribers in India as on 31st March 2009.

1G.4.2 Growth of Wire Line in India

Chart:1.6


The subscriber base was 37.96 million subscribers as on 31st March 2009. It was decreased by 1.46 million subscribers from the last year. The urban wire line subscribers are 27.38 million out of 37.96 million.

22.81 28.53 36.29 44.97 54.62 75.54 98.41 140.32 206.83

300.49

429.72

1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

Growth of subscriber base from 1999 to 2009 (in million)

40.09

41.43 41.54

40.75

39.42

37.96

Mar-04 Mar-05 Mar-06 Mar-07 Mar-08 Mar-09

Wireline subscriber in million



1G.4.3 Growth of Wireless Subscriber in India

Chart:1.7


The wireless subscriber base was 391.76 million at the end of March, 2008. 130.69 million Subscribers are added over the last year. It shows 50 percent growth rate.

1G.4.4 Growth of Internet Subscriber in India

Chart:1.8


The internet subscriber base was 13.54 million as on 31st March 2009. The annual growth rate is around 22.09 percent over the last year.

33.69 52.22

90.14

165.11

261.07

391.76


Wireless subscriber in million

4.55 5.55

6.94

9.27

11.09

13.54


Internet subscriber in million



1G.4.5 Growth of Broadband subscriber in India

Chart:1.9


The total broadband subscriber was 6.22 million as on 31st March, 2009. It was 3.87 million in the previous year. So the growth rate is 60.72 percent over the last year.

1G.4.6 Growth of Tele density at India

Chart:1.10

Source[38]: http://www.trai.gov.in/annualreport

The tele density was 36.98 percent at the end of March, 2009. In the last year it was 26.22 percent. It has been increased by 10.76 percent.

0.18

1.35

2.34

3.87

6.22

Mar-05 Mar-06 Mar-07 Mar-08 Mar-09

Broadband subscribers

7.04 9.08 12.86

18.23

26.22

36.98

0

10

20

30

40


Growth of Teledensity in India



1G.4.7 Growth of Wireless (GSM and CDMA) Services

. Chart:1.11

Source[38]: http://www.trai.gov.in/annualreport

There were 297.26 (75.88%) million [GSM] and 94.50 (24.12%) millions of [CDMA] subscribers at the end of the financial year 2008-2009. Around 130.69 million subscribers were added during the financial year 2008-2009 and it shows the growth rate of 50.06 percent over the last year.

1G.5 Future Projections

1G.5.1 Revenue & Market Share

There would be a rise in worldwide Industry telecom Revenue to 5163.6

billion by 2020 which around an increase in 64%

There will be increase in Indian telecom revenue to 3742 billion by 2020

which will around increase in 116%

Growth of telecom industry is higher in case of India compared to growth at

global level.

By 2020 India alone will constitute 72% of the shares in the telecom sector.

Tele density will substantially increase in exponential pattern with both

increase in population and national income in India

Private sector will take over public sector in terms of number of subscribers.

0

50

100

150

200

250

300


Axi

s Ti

tle

Axis Title

GSM

CDMA



1G.5.2 GDP and Employment

Telecom sector will contribute to 3.65% of [GDP] by 2015

Direct Employment will substantially rise to 5,00,000 above in next 5 years

The major provider of telecom sector will be from Private companies

1G.5.3 Future Technology

The most common technology that will evolve will be

4G ( 4th generation of telecom sector)

Umbrella technology

Shorter Towers with wider coverage

Broad [GSM]

[RFID] & [GPRS] technology in lined with each other

3G is the abbreviation of Third Generation. It will be the next growth wave in

the telecom sector.

[WiMAX] provides seamless connectivity with a high speed more than 4 Mega bit per second . 4G is the abbreviation of Fourth Generation. It will be the future technology used in telecom sector. It is upgrade version of [3G].

It will have download speed at 100 Mega bit per second and 1 Giga bit per second for low mobility communication. It will provide all [IP] based mobile broad band solution to laptop, smartphones with high security[35].

Many companies have taken self-serving definition and distortions about 4G to suggest they have 4G already in existence today, such as several early trails and launches of [WiMAX]. Other companies have made prototype systems calling those 4G.

It is possible that some current demonstrated technologies may become part of 4G, until 4G standards have been defined.

The international telecommunication regulatory and standardization bodies are working for commercial deployment of 4G networks roughly in the 2012-15 time scale. At that point it is predicted that even with current evolutions of the 3G networks, these will tend to be congested [20][21].



1G.6 Major Market players in world market

AM Stereo

In 1959 Petition was filled with [FCC] to adopt AM stereo standards. In 1970 Magnavox,Motorala,Harris, Belar & Kaln started competing In 1980 Magnavox was allowed In 1982FCC declared “let the market decide” .Later General Motors Electronic division picked the Motorola AM stereo system.It was not cost effective.

Digital Wireless Phone

Europe with a standard war in US. Europe adopted widely [GSM] (Global system mobile communication.US adopted [GSM], [TDMA], [CDMA] Now some say that US is 5 years behind Europe in wireless technology but some say [CDMA] technology was superior. Ericson: champion [TDMA].Qualcomm: Created [CDMA].Motorala had disappeared: created [FDMA] .Switching to other technology needed to but new handsets that was expensive Users of one system could make call to other system they could come up with handset where they could use both [GSM] & [CDMA] technology. [24]

Rockwell Lucent

The battle lines were drawn between Rockwell/Lucent & U.S. Robotics over the advent of the path breaking 56k modem.56k modems was an epoch making innovation. The existing 28.8 kbps modem had been in place for long & observers believed that there can be no advancement in the near future. [ISDN] was not the savior everyone expected it to be. The concept of asymmetric flow of information (downloading) lead to the advent of 56k.Consumers were unhappy with the limited speed offer by 28.8k AT&T In 1913, telegraph was popular way of communication. [AT&T] commits to dispose its telegraph stocks and agreed to provide long distance connection to independence telephone system.Bell System grew more under the name of [AT&T]. Many of today’s companies face such issues as faced [AT&T] hundred years ago. In 1956 the final judgment limited the BELL system to common carrier communications and government projects but preserving the long-standing relationship between the manufacturing, researches and operating arms of the Bell system. In this judgment [AT&T] retained bell laboratories and western Electric Company.[24]



1G.7 Major Market players in Indian market

Airtel comes from Bharti Airtel Limited, one of Asia’s leading integrated telecom services providers with operations in India and Sri Lanka. Bharti Airtel since its inception, has been at the fore front of technology and has pioneered several innovations in the telecom sector. The company is structured into four strategic business units – Mobile, Telemedia, Enterprise and Digital TV. The mobile business offers services in India and Sri Lanka. The Telemedia business provides broadband, [IPTV] and telephone services in 95 Indian cities. The Digital TV business provides Direct-to-Home TV services across India. The Enterprise business provides end-to-end telecom solutions to corporate customers and national and international long distance services to telcos [25].

The Aircel group is a joint venture between Maxis Communications Berhad of Malaysia and Sindya Securities & Investments Private Limited, whose current shareholders are the Reddy family of Apollo Hospitals Group of India, with Maxis Communications holding a majority stake of 74%. Aircel commenced operations in 1999 and became the leading mobile operator in Tamil Nadu within 18 months. In December 2003, it launched commercially in Chennai and quickly established itself as a market leader – a position it has held since[54].

Vodafone Essar is the Indian subsidiary of Vodafone Group and commenced operations in 1994 when its predecessor Hutchison Telecom acquired the cellular license for Mumbai. The company now has operations across the country with over 85.82 million customers. Over the years, Vodafone Essar, under the Hutch brand, has been named the ‘Most Respected Telecom Company’, the ‘Best Mobile Service in the country’ and the ‘Most Creative and Most Effective Advertiser of the Year’. Vodafone is the world’s leading international mobile communications group with pproximately 315 million proportionate customers as on 30 June 2009 [26].

http://futureindia.blog.co.in/files/2009/12/airtel_logo.jpg

http://futureindia.blog.co.in/files/2009/12/aircel.gif



IDEA Cellular is a leading [GSM] mobile services operator in India with over 53 million subscribers, under brand IDEA. It is a pan India integrated [GSM] operator covering the entire telephony landscape of the country. A front runner in introducing revolutionary tariff plans, IDEA Cellular has the distinction of offering the most customer friendly and competitive Pre-Paid offerings, for the first time in India, in an increasingly segmented market. From basic voice & [SMS] services to high-end value added & [GPRS] services such as Blackberry, Data card, Mobile TV, Games etc. – IDEA is seen as an innovative, customer focused brand [29].

BPL Mobile has had the privilege of serving the communications needs of the financial capital of India for the last 13 years. BPL Mobile has been rebranded as Loop Mobile in Mumbai. New identity, Loop Mobile, represents growth with continuity. While they constantly work towards giving their subscribers a better network, innovative products and a superior mobile telephony experience.,

Spice Telecom, the brand name of Spice Communications Limited is presently operating Cellular Phone Services in the states of Punjab and Karnataka [53].

A new mobile operator, with a localized approach to the Indian market. They combine the force of India’s second largest real estate company, Unitech Ltd and Norway-based Telenor, the 6th largest mobile communications group in the world. Now they are bringing their services and innovation in communications to India [55].

http://futureindia.blog.co.in/files/2009/12/idealogo.jpg

http://futureindia.blog.co.in/files/2009/12/looplogo.gif

http://futureindia.blog.co.in/files/2009/12/spicelogo.jpg

http://futureindia.blog.co.in/files/2009/12/uninor.jpg



Tata DOCOMO is Tata Teleservices Limited’s [TTSL] telecom service on the [GSM] platform-arising out of the Tata Group’s strategic alliance with Japanese telecom major NTT DOCOMO in November 2008. Tata Teleservices has received a pan-India license to operate [GSM] telecom services, under the brand .Tata DOCOMO and has also been allotted spectrum in 18 telecom Circles. [TTSL] and has already rolled out its services in various circles. The launch of the Tata DOCOMO brand marks a significant milestone in the Indian telecom landscape, as it stands to redefine the very face of telecoms in India [56].

Reliance Communications is the flagship company of the Anil Dhirubhai Ambani Group [ADAG] of companies. Listed on the National Stock Exchange and the Bombay Stock Exchange, it is India’s leading integrated telecommunication company.Their business encompasses a complete range of telecom services covering mobile telephony and data services along with an exhaustive range of value-added services and applications.RTL(Reliance Telecom Ltd.) is one of the oldest licensees of CMSP.Its license dates back to 12.12.1995.[RTL] launched its [GSM] services during October 1997.With the merger of RISL now [RTL] is operating in 8 Telecom circles[50].

Bharat Sanchar Nigam Ltd. formed in October, 2000, is World’s 7th largest Telecommunications Company providing comprehensive range of telecom services in India: Wire line, [CDMA] mobile, [GSM] Mobile, Internet, [BB], Carrier service, [MPLS]-[VPN], [VSAT], [VoIP] services etc. Presently it is one of the largest & leading public sector unit in India. [BSNL] is the only service provider, making focused efforts and planned initiatives to bridge the Rural-Urban Digital Divide [ICT] sector. In fact there is no telecom operator in the country to beat its reach with its wide network giving services in every nook & corner of country and operates across India except Delhi & Mumbai. Whether it is inaccessible areas of Siachen glacier and North-eastern region of the country[27].

http://futureindia.blog.co.in/files/2009/12/tatadocomo.jpg

http://futureindia.blog.co.in/files/2009/12/logo_reliance1.jpg

http://futureindia.blog.co.in/files/2009/12/bsnllogo.jpeg



Etisalat DB India Pvt. Ltd has been awarded the Unified Services Access License in 15 circles including Andhra Pradesh, Delhi, Gujarat, Haryana, Karnataka, Kerala, Maharashtra, Mumbai, Punjab, Rajasthan, Tamil Nadu (including Chennai), Uttar Pradesh (East), Uttar Pradesh (West), Madhya Pradesh and Bihar.These licenses enable the Company to provide a full spectrum of telecom services covering a population of over 900 million across India. The services will include national & international long distance telephony solutions, full range of prepaid & postpaid products, national & international roaming and Value Added Services which includes Voice Mail, Audiotex services, Video Conferencing, Videotex, E-Mail, Closed User Group. Under the license the Company can also provide Internet Telephony, Internet Services and Broadband Services [56]

Datacom Solutions Pvt Ltd. offers telecommunication services. The company is based in India. Datacom Solutions Pvt Ltd. operates as a subsidiary of Videocon Industries Ltd [56]

India’s privately owned STel Ltd. is planning to roll out its mobile phone services in India. STel is in “final negotiations” to outsource its network and technology requirements and is also in talks with various tower companies to share infrastructure. New telecom service providers in India opt to share passive infrastructure such as telecom towers and outsource non-core activities such as network and technology management, to reduce costs and roll out services faster.STel has licenses to provide mobile phone services in the eastern states of Bihar and Orissa, the northern states of Jammu & Kashmir and Himachal Pradesh, India’s northeastern region and the state of Assam [52].

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http://futureindia.blog.co.in/files/2009/12/datacom.jpg

http://futureindia.blog.co.in/files/2009/12/stel.jpg



1G.8 Market Share

1G.8.1 Market Share of GSM service in India

Currently - Airtel, Reliance, Vodafone, Tata, [BSNL], Idea, Aircel stand in top 6. It is importnat to see what happens after [MNP] - Mobile Number Portability. [MNP] analysis takes time for official release from Trai.Revenue Market share.. One good strategy about Airtel is Grow consolidate and then back to the Growth cycle and the spiral continues.

Bharti Airtel has 24.3% customer market share and 33.8% revenue market share.

Vodafone India has 18.8% customer market share and 20.7% revenue market share.

Idea Cellular has 11.2% subscribers market share and 12.1% revenue market share

[BSNL] has subscriber share of 12.7% and mere 10.2% of revenue share Reliance Communications is the worst performer with 18.9% customer market

share and pathetic 11.5% revenue market share.

Chart:1.12

Sources [48] : http://www.gobroadband.in



1G.8.2 Market Share regional basis in World

World telecom Industry is an uprising industry, proceeding towards a goal of achieving two third of worlds telecom connections. Over the past few years’ information and communications technology has changed in dramatic manners and as a result of that world telecom industry is going to be a booming industry. Substantial economic growth and mounting population enable the rapid growth of this industry. The world telecom industry is expected to grow by 11%

The total revenue earned from this industry is 3% of the gross world

economy

16.9% of the world population has access to internet.

Chart:1.13

Market Share Region Wise in World

Source [48] : http://www.trai.gov.in/annualreport



1G.8.3 Market Share Regional basis in India

The Indian telecom services with 203 million connection is the 3rd largest Telecom network in the world & 2nd largest among the emerging economies of Asia. Today, it is one of the fastest growing markets in the world. The Telecommunication sector continued to register significant success during the year and has emerged as one of the key sectors responsible for India’s economic growth

Telecom sector in India comprises 3% of India’s [GDP] alone. Likely to be

double by 2012.

Telecom services contribute 30% of India’s Total Tax revenue.

Indian Telecom sector gives direct employment to more than 4, 00,000

people compared to 6, 00,000 people in china.

Chart:1.14

Market Share Region Wise in India


[Note: Market share calculated as per this research is mentioned in Appendix: F.2/

Chart 4.7 ; Table:4.4]



Chapter - 2

Review of Literature

2A. Research papers reviewed

Jeewon Choi, Hyeonjoo Seol, Sungjoo Lee, Hyunmyung Cho, Yongtae Park, (2008) . In their research paper they have said that the purpose of this paper is to distinguishes features of mobile-commerce from those of e-commerce and identify factors to influence customer satisfaction (mobile-satisfaction) and loyalty (mobile-loyalty) in mobile-commerce by empirically-based case study. The paper finds that m-commerce is partially similar in factors like “transaction process” and “customization” which lead customer satisfaction after connecting an m-commerce site, but it has unique aspects of “content reliability”, “availability”, and “perceived price level of mobile Internet (m-Internet)” which build customer's intention to the m-commerce site.

Through the m-satisfaction model, “content reliability”, and “transaction process” are proven to be significantly influential factors to m-satisfaction and m-loyalty. The paper meets the needs to focus on customer under the fiercer competition in Korean m-commerce market. It can guide those who want to initiate, move or broaden their business to m-commerce from e-commerce. The paper develops a revised ACSI model to identify individual critical factors and the degree of effect.

References [8]: Jeewon Choi, Hyeonjoo Seol, Sungjoo Lee, Hyunmyung Cho, Yongtae Park, (2008) "Customer satisfaction factors of mobile commerce in Korea", Internet Research, Vol. 18 Iss: 3, pp.313 – 335 URL Link: http://www.emeraldinsight.com/journals.htm?issn=1066-243&volume= 18&issue=3 &articleid= 1729308 & show=abstract

Hsin Hsin Chang, Hsin-Wei Wang, (2011) . The purpose of this research is to examine the impact of e-service quality, customer perceived value, and customer satisfaction on customer loyalty in an online shopping environment. The study demonstrated that e-service quality and customer perceived value influence customer satisfaction, and then influence customer loyalty. In addition this study found that customers with a high perceived value have a stronger

http://www.emeraldinsight.com/journals.htm?issn=1066-243&volume=%2018&issue=3%20&articleid=%201729308%20&%20show=abstract

http://www.emeraldinsight.com/journals.htm?issn=1066-243&volume=%2018&issue=3%20&articleid=%201729308%20&%20show=abstract



relationship.between satisfaction and customer loyalty than customers with a low perceived value. there are emotional and rational routes influencing customer loyalty in the online shopping process. This will contribute to other research that clarifies the influencing process of online shoppers' motivation and behavior. In the pre-purchase stage, online retailers should focus on attracting consumers by the quality of e-service. In the purchase stage, online retailers should address the emotional factors, such as customer satisfaction.

In the post-purchase stage, rational factors – such as customer perceived value play important roles because they can strengthen the relationship between satisfaction and loyalty. In the pre-purchase stage, online retailers should focus on attracting consumers by the quality of e-service. In the purchase stage, online retailers should address the emotional factors, such as customer satisfaction. In the post-purchase stage, rational factors – such as customer perceived value – play important roles because they can strengthen the relationship between satisfaction and loyalty.

References [9]: Hsin Hsin Chang, Hsin-Wei Wang, (2011) "The moderating effect of customer perceived value on online shopping behaviour", Online Information Review, Vol. 35 Iss: 3, pp.333 – 359

URL Link: http://www.emeraldinsight.com/journals.htm?issn=0887-6045& volume =25&issue=1&articleid=1906302&show=abstract

Paul Williams, Earl Naumann, (2011), This research study aims to examine the relationships between customer satisfaction and a variety of company performance metrics at the firm-level of analysis. It was found that there are significant, and moderate-to-strong associations between satisfaction levels and a firm's financial and market performance. More specifically, there are strong links between customer satisfaction, and retention, revenue, earnings per share, stock price, and Tobin's q. The main implication of this study is that the longitudinal findings demonstrate a strong consistent link between customer attitudes and financial performance at the firm level. The study is clearly limited to one firm, from one industry sector, but offers future researchers a wealth of replication opportunities.

Numerous experts have noted that marketing needs to document the financial impact of marketing activities. Unlike most studies in this area, this study investigated these associations at the firm level, rather than at the aggregate or industry level where some relationships are potentially masked. The study also investigated the links between satisfaction and financial performance in the business-to-business services sector, rather than in business-to-customer services.

http://www.emeraldinsight.com/journals.htm?issn=0887-6045&%20volume%20=25&issue=1&articleid=1906302&show=abstrac




Finally, the firm provided access to large samples of real customer attitude data over a five-year period, rather than from a cross-sectional study.

References [10]: Paul Williams, Earl Naumann, (2011) "Customer satisfaction and business performance: a firm-level analysis", Journal of Services Marketing, Vol. 25 Iss: 1, pp.20 - 32

URL Link: http://www.emeraldinsight.com/journals.htm?issn=0954-478X&volume=1

&issue=2&articleid=841345&show=abstract

Pingjun Jiang, Bert Rosenbloom, (2005), In his research paper Jiang says that the purpose is to compare & emphasize that in service quality of online marketing, much less work has been done on the role of price perception, service attribute-level performance and satisfaction that unfolds over time, and their effects on customer retention. This paper seeks to fill this gap in the literature. The findings of this study indicate that after-delivery satisfaction has a much stronger influence on both overall customer satisfaction and intention to return than at-checkout satisfaction, and that price perception, when measured on a comparative basis, has a direct and positive effect on customer overall satisfaction and intention to return.This paper concludes that excellence pre-sales service is not necessarily an advantage that allows e-tailers to develop customer retention. In fact, e-tailers might command higher customer retention through providing good performance in after-delivery service and continuously generating favorable price perceptions among customers because both have a strong and positive influence on return intention. This research conceptualizes and explores different aspects of satisfaction that unfold over time, regarding customers' whole shopping experience with a particular e-retailer. It is a pioneer work that empirically investigates the relative contribution of at-checkout and after-delivery satisfaction in generating intention to return to an e-tailer.

References [11]: Pingjun Jiang, Bert Rosenbloom, (2005) "Customer intention to return online: price perception, attribute-level performance, and satisfaction unfolding over time", European Journal, Vol. 39 Iss: 1/2, pp.150 - 174

URL Link: http://www.emeraldinsight.com/journals.htm?issn=0309-0566&volume =39&issue=1/2&articleid=1463187&show=abstract

http://www.emeraldinsight.com/journals.htm?issn=0954-478X&volume=1%20&issue=2&articleid=841345&show=abstract

http://www.emeraldinsight.com/journals.htm?issn=0954-478X&volume=1%20&issue=2&articleid=841345&show=abstract

http://www.emeraldinsight.com/journals.htm?issn=0309-0566&volume%20=39&issue=1/2&articleid=1463187&show=abstract

http://www.emeraldinsight.com/journals.htm?issn=0309-0566&volume%20=39&issue=1/2&articleid=1463187&show=abstract



Li-Wei Wu, (2011), Purpose of this research is empirically studying and investigating the antecedents of customer loyalty typically focusing on satisfaction. This study aims to develop and test a more comprehensive model of the antecedents of customer loyalty, including satisfaction and inertia. In addition, this study also considers how the effects of satisfaction and inertia on customer loyalty vary with differing levels of the zone of tolerance (ZOT), and how these are likely to change due to customers' alternative attractiveness. The results show that a wider level of the ZOT strengthens the positive effect of inertia on customer loyalty, while also reducing the positive effect of satisfaction. The results also indicate that the negative moderating effect of the ZOT on the relationship between satisfaction and customer loyalty will reduce as alternative attractiveness increases. In contrast, the positive moderating effect of the ZOT on the relationship between inertia and customer loyalty will reduce as alternative attractiveness increases.

This study is a first attempt to integrate the ZOT to determine the relative importance of satisfaction and inertia in determining customer loyalty. In addition, this study suggests that customers with higher perceptions of alternative attractiveness are more likely to experience changes in the influence of the ZOT on their loyalty decisions

References [12]: Li-Wei Wu, (2011) "Satisfaction, inertia, and customer loyalty in the varying levels of the zone of tolerance and alternative attractiveness", Journal of Services Marketing, Vol. 25 Iss: 5, pp.310 – 322

URL Link: http://www.emeraldinsight.com/journals.htm?issn=0887-6045&volume =25&issue=5&articleid=1941501&show=abstract

2B. Articles reviewed

Mike Asher, (2006) , In his article Mike says that to maintain the competitive edge, organizations must move quickly to identify and then meet customer satisfaction. Examines methods of identifying customer satisfaction, measuring and using the results to improve the quality of products and services. Sees customer satisfaction as the end product. Advises on how to identify and implement a quality improvement programme. Contends that complete customer satisfaction is only possible when there is full information about customer requirements in the hands of all and everyone who has influence on how they are met. Concludes that, by getting it right first time, the whole customer/supplier chain focuses on meeting the needs of the external customer, and providing customer satisfaction

http://www.emeraldinsight.com/journals.htm?issn=0887-6045&volume%20=25&issue=5&articleid=1941501&show=abstract




References [13]: Mike Asher, (2006) ,” Measuring Customer Satisfaction “,The TQM Magazine, Vol. 1, Issue: 2

URL Link: http://www.emeraldinsight.com/journals.htm?issn=0887-6045&volume =25&issue=1&articleid=1906302&show=abstrac

Rade B. Vukmir, (2006), This article paper seeks to present an analysis of the literature examining objective information concerning the subject of customer service, as it applies to the current medical practice. Hopefully, this information will be synthesized to generate a cogent approach to correlate customer service with quality. There is a significant lack of objective data correlating customer service objectives, patient satisfaction and quality of care. Patients present predominantly for the convenience of emergency department care. Specifics of satisfaction are directed to the timing, and amount of “caring”. Demographic correlates including symptom presentation, practice style, location and physician issues directly impact on satisfaction. It is most helpful to develop a productive plan for the “difficult patient”, emphasizing communication and empathy. Profiling of the customer satisfaction experience is best accomplished by examining the specifics of satisfaction, nature of the ED patient, demographic profile, symptom presentation and physician interventions emphasizing communication – especially with the difficult patient.

The current emergency medicine customer service dilemmas are a complex interaction of both patient and physician factors specifically targeting both efficiency and patient satisfaction. Awareness of these issues particular to the emergency patient can help to maximize efficiency, minimize subsequent medicolegal risk and improve patient care if a tailored management plan is formulated.

References [14]: Rade B. Vukmir, (2006) "Customer satisfaction", International Journal of Health Care Quality Assurance, Vol. 19 Iss: 1, pp.8 – 31

URL Link: http://www.emeraldinsight.com/journals.htm?issn=0952-6862&volume =19&issue=1&articleid=1541773&show=abstract

http://www.emeraldinsight.com/journals.htm?issn=0887-6045&volume%20=25&issue=1&articleid=1906302&show=abstrac

http://www.emeraldinsight.com/journals.htm?issn=0887-6045&volume%20=25&issue=1&articleid=1906302&show=abstrac





2C. Case studies reviewed

Kasina V. Rao, (2011). In his case study he says that it is best suited to teach undergraduates and graduates in the areas of rural marketing, agri-business management, service management and information and communication technology for development.

Case overview – India is changing with great pace by inclusive growth on espousal of technology into the mainstream. Indian farmers are wholly depending even now on traditional methods for decision making on entire agriculture supply chain. The constant decision making provides middle men with a chance to exploit and empower themselves on the returns produced by farmers. Technology is creating waves providing an opportunity for farmers to benefit by adopting information and technology to solve their basic livelihood problems. The Thomson Reuter group launched a SMS-based mobile information service to support India's 250-million-strong agricultural community. The service, named Reuters Market Light (RML), is trying to provide a missing link by providing required information in the quickest possible time to farmers; user need-based services are critical to this. How far RML services are delivering in this context is quizzed by some analysts. Thomson Reuter's service started with the global climb down in commodity prices, coupled with increased risk of natural disasters as per experts. The competitors providing similar services at price which differ with RML wondered about the success, scalability and sustainability of its venture.

Expected learning outcomes – This is a practical view of how these interventions can be better looked at and can get into policy for a framework for rural areas' socio-economic development.

References [15]: Kasina V. Rao, "RML: market intelligence in India with mobile SMS intervention", Emerald, (2011). Title – RML: market intelligence in India with mobile SMS intervention.

URL Link: http://www.emeraldinsight.com/case_studies.htm?issn=2045-0621& articleid=1917184&show=abstract

http://www.emeraldinsight.com/case_studies.htm?issn=2045-0621&%20articleid=1917184&show=abstract

http://www.emeraldinsight.com/case_studies.htm?issn=2045-0621&%20articleid=1917184&show=abstract



2B. Books published

Edward E. Rigdon, Christian M. Ringle, Marko Sarstedt, Siegfried P. Gudergan (2011), In their book they have mention that the purpose of this chapter looks at the evidence for observed and unobserved heterogeneity within data underlying the American customer satisfaction index (ACSI) model. Examining data for two specific industries (utilities and hotels) reveals only modest differences. However, we suppose that unobserved heterogeneity critically affects the results. These insights provide the basis for shaping further differentiated ACSI model analyses and more precise interpretations.

This research uncovers unobserved heterogeneity that guides forming three segments of customers within each industry. The major segment in each industry represents customers that are fairly loyal (i.e., neither disloyal nor extremely loyal) while the other two smaller segments are not as similar across the two industries. Our study identifies substantial differences across these segments within each industry. An importance-performance map analysis illustrates these differences and provides the basis for managerial implications.

The unobserved heterogeneity revealed within industries in a given country (i.e., the United States of America) underlines the need to be open to differences within populations, beyond the observed heterogeneity across distinct groups or cultures, and the need to reconsider reporting requirements in academic research.

References [16]: Edward E. Rigdon, Christian M. Ringle, Marko Sarstedt, Siegfried P. Gudergan (2011), “Assessing Heterogeneity in Customer Satisfaction Studies: Across Industry Similarities and within Industry Differences”, Emerald Group Publishing Limited, pp.169-194

URL Link: http://www.emeraldinsight.com/books.htm?issn=1474-7979&volume= 22&chapterid=1947689&show=abstract

http://www.emeraldinsight.com/books.htm?issn=1474-7979&volume=%2022&chapterid=1947689&show=abstract

http://www.emeraldinsight.com/books.htm?issn=1474-7979&volume=%2022&chapterid=1947689&show=abstract



Chapter - 3

Research Methodology

3A Research Design

3A.1 Research Framework [1]

Figure:3.1

Problem Definition

Research Objectives

Research Design

Source of Data

Data Collection

Data Analysis

(Primary)

Report and

presentation

Difficulty in knowing the factors which makes customer

satisfied after post purchase evaluation of GSM operator

1. To identify the factors that would decide customers

satisfaction after they subscribe to any GSM service.

2. To prioritize those identified factors based on their impact

on satisfaction level of customer.

3. To design a cause effect relationship/X-Y/ statistical

equation to prove relationship among those factors &

customer satisfaction level.

Primary data: Customers who are using GSM service

Secondary Data: Online Journals for review of literature

1. Checklist Survey method

2. Interview method

3. Online questionnaire survey method

1. Multiple Linear Regression Analysis

2. Discriminant Analysis

3. Correlation Analysis

4. Reliability Test

5. Ranking Table

6. Descriptive statistics

7. Graphical Analysis

Causative Research: How variable X affects variable Y



3A.2 Research Approach

Figure:3.2

3A.2.1 PHASE1:

Purpose: To identify & rank the various factors based on their priorities that

would decide customer satisfaction level after subscription to any particular

[GSM] operator.

Method: Checklist were circulated to selected customers whose backgrounds

were known and were asked to check the factors that they found important.

Drop box wizard was used to prioritize the factors. It was done through online.

3A.2.2 PHASE2:

Purpose: To find how strong is the relation between the identified factors and the

satisfaction level to get an overview before going for the *questionnaire method.

Method: Interviewing selected people to know their personal preferences.

Questionnaire

Method

To find out cause-effect (X-Y)

relationship between factors &

customer satisfaction level.

Interview

Method

Checklist

Method

To find out how the factors

are related to customer

satisfaction before

statistical use.

To identify the factors

that constitutes

customer satisfaction

level. Used.

PHASE:1

PHASE:2

PHASE:3

20-25

15-20

80-100

PHASE

S

METHOD PURRPOSE TARGET

SAMPLE

SIZE



3A.2.3 PHASE3:

Purpose: To find out cause-affect (X-Y) relationship between factors & customer satisfaction level.

Method: Using online *questionnaire survey method to track those factors that have high significance impact and rate them.

3A.3 Type of Research

*Causal Research

It is done to establish a cause and affect relationship between factors & customer satisfaction level [2].

How variable function F(X) affects variable Y.

*Dependent variable : Sa , Satisfaction Level

*Independent variable : F(X), Factors influencing satisfaction level.

Y = F(X) + C

Where is C is constant value

Here F(X) may be combination of several factors as shown below

F (X) = F (X1) + F (X2) + F (X3) + F (X4) ……….

[Note: The relation derived is mentioned in Appendix: H.1, H.2]

3B Sources of data

3B.1 Primary data:

The main sources of *primary research data were all those customers from various

part of India subscribed to any [GSM] services in India. Customers from all age

groups were targeted.

Some of them were already working in Telecom Industry.

[Note: All details of people involved in primary research is mentioned in Appendix-A].



3B.2. Secondary data:

In some cases *secondary research data such as website search was done for to get an idea about telecom Industry and market share of various service operator.

Online journals were used to compose review of literature and to know the opinions & results of other research done in similar field or very close to it.

[Note : All details of sources involved in secondary research is mentioned in Chapter 2 / References]

3C Sampling of data

3C.1 Nature of Sampling

*Probability Sampling [2]:

Nature of sampling used in this research is *probability sampling in which

each *population element has a known and equal chance of being included in

the *sample

The *population size is known. In India number of cellular [GSM] service

users are 559.55 Millions ( 55,95,50,000)

N0 = 55,95,50,000

Any probability ratio can be calculated keeping this *population to be in

denominator

3C.2 Sampling Type

Simple Random Sampling This is a type of sampling in which *samples were chosen randomly from the

entire pool of *population.

Each element in the *population had a known and equal probability of

selection.

Each possible *sample of a given size (n) had a known and equal probability of

being the sample actually selected.



3C.3 Sample Size

PHASE:1 Initially a small pre-survey in checklist method was done to identify the factors for which *sample size was 23.

PHASE:2 Later on for these selected people interview were conducted with *sample size of 17

PHASE:3 The main online *questionnaire survey was carried to do actual analysis having *sample size of 107

n = 107 [Some of the questions filled were iterative and had been filled by same respondents thrice, for people who have used multiple SIMS. So in that case sample size would become 2n or 3n based on requirement of analysis]

3C. 4 Target Sample

People using [GSM] service from all age group, gender, occupation & different

geographical locations were targeted.

Age groups

Below 18 ( Teenage)

18-25 ( Young youth )

25-35 ( Professionals )

Above 35 (Experienced professionals )

Gender

Both male & female were surveyed

Sex ratio was balanced close to 52%-48%.

Different Occupations

Working professionals mainly from [IT], Banking, Hospitality, Electronics,

Telecom & Manufacturing Industries across India

Students mainly of Management, Engineering, Chartered Accountants

,Biotechnology & life science background across India

Friends on social networking sites



Different Geographical Reasons

People who were surveyed mainly belonged to following regions

Bangalore Region

National Capital Region ( Delhi, Noida, Gurgaon)

West India (Mumbai, Pune)

East India (Kolkata)

South India ( Chennai, Hyderabad)

South –East India ( Bhubaneswar, Ranchi, Rourkela)

People who have responded and have used [GSM] services were mainly from

following states either due to their current location or because it is their hometown

or due to stay during their education. It covers all major populated states within

India.

State wise coverage : Karnataka, Andhra Pradesh, Tamil Nadu, Kerala,

Maharashtra, Goa, Madhya Pradesh, NCR region, Gujarat, Uttar Pradesh, Punjab,

Rajasthan, Haryana, West Bengal, Orissa, Jharkhand, Bihar, Chhattisgarh, Tripura &

Assam

[Note: Cross tabulations of age,gender,location are mentioned in Appendix: B ]

3D. Primary scales used

1. *Nominal Scale : This serves only as labels or tags for identifying and

classifying objects. In this research Name, Place, Gender, Place, Comments,

Contact address are part of nominal scale.

2. *Ordinal Scale : A ranking scale is in which numbers are assigned to objects to

indicate the relative extent to which the objects possess some characteristic. In

this research ranking the factors, customer priorities, ordering factors are

measured.

3. *Interval Scale : Numerically equal distances on the scale represent equal

values in the characteristic being measured. In this research most of the

important factors for Spss analysis are collected on interval scale rating ,

bipolar rating, grid ratings etc [2].



4. *Ratio Scale : Numerically equal distances on the scale represent equal values

in the characteristic being measured. In this research price scheme used by

customers & number of [GSM] [SIM] used by customers are measured on ratio

scale.

[Note: All scales used are mentioned in Table: 3.2, 3.3, 3.4 in this chapter itself ]

3E. Data Collection Methods

Checklist: Initially candidates were being sent with online survey checklist to choose the top most 8 factors out of a list of 30 factors, that they think were most important in influencing their satisfaction level on post subscription to any mobile service. It helped to identify the top most factors , screening away all other factors that didn’t had much influence.

Interview: Then selected candidates were interviewed to get better clarification on the factors before they choose any particular GSM service. It also helped to understand their price schemes.

*Questionnaire : Then surveying customers through online questionnaire helped to get the actual insight and traping the relationship between satisfaction level & identified factors.

[Note: All important observation during data collection method is mentioned in Chapter:4, section 4A]

3F. Analysis tool used

1. * Multiple Linear Regression Analysis

*Regression analysis helps one understand how the typical value of the

*dependent variable changes when any one of the *independent variables is

varied, while the other *independent variables are held fixed.

2. * Discriminant Analysis

Linear discriminant analysis (LDA) and the related Fisher's linear

discriminant are methods used in statistics, pattern recognition and machine

learning to find a linear combination of features which characterize or separate

two or more classes of objects or events.



3. * Correlation Analysis

A correlation function is the *correlation between random *variables

at two different points in space or time, usually as a function of the

spatial or temporal distance between the points.

4. * Reliability Test Used to assess the degree to which different raters/observers give consistent estimates of the same phenomenon.

5. Ranking Table

It helps in prioritizing factors based on order of ranking high to low or low

to high on scale.

6. Descriptive statistics

Descriptive statistics, quantitatively describes the main features of a

collection of data like central tendencies, *Mean, *Median, *Mode and

deviations like *standard deviation, *variance, *standard error. It also deal

with *quartiles, *outliers, *skewness & kurtosis.

7. Graphical Analysis

It gives graphical chart or plot of summary data in form of bar chart, pie

chart, scatter diagram, linear curve chart .

[Note: All analysis results are interpreted in Chapter:4, section 4B, 4C]

3G. Overview of work

3G.1 Tasks accomplished

1. A background research on the topic was done. Reviewing of literatures were done from online journals like ebsco.com, emarald.com and material available from library

2. Synopsis was developed mentioning the research problem, objective and motivation factor behind it.

3. Online checklist survey form was designed for the 1st phase of research. Checklist were sent to customers. Customers response data were collected and sorted in excel sheet format. 23 people have responded to the online survey.

4. In 2nd phase of research, Interview was conducted with 17 people out of the above 23 people who replied. The interview had 5 to7 questions, varying



based on customers qualification & profession. It was carried out mostly through telephone & face to face.

5. A background analysis of online *questionnaire in phase-3 was done; it was designed and was sent to near about 700 people with minimum expectation of 80 responses. Around 107 people replied back. A background work was done on utility of analysis tool & SPSS software data framework to be used while executing the date.

6. Data received on Google docs form were transferred to excel spreadsheet and were sorted alphabetically.

7. The ratings such as Very High, High, Neutral, Low, Very low were replaced by numeric value of 50,40,30,20 & 10 respectively to help in analyzing. The ratings on scale 1 to 7 for satisfaction level were multiplied with 10, making it ranging between 10 to 70, to support a healthy statistical analysis.

8. Missing data were replaced with its mean value so that the data were free from bugs. Wrong data entry were excluded and tackled statistically.

9. Prioritization of factors, plotting of charts & calculation of market shares of companies were done through excel simulation.

10. Data were fed into SPSS software . *Correlation analysis, *Regression analysis, *Discriminant analysis, Descriptive analysis, *Reliability test , *cross tabulation were performed on IBM SPSS software version 14 . Output was evaluated, results were derived and finally interpreted.

11. Graphical analysis were done based on output released by Google spreadsheet & results were interpreted.

12. Finally findings , recommendations & conclusion were made which successfully met all the three objectives proposed in the synopsis.

3G.2 Software package/ tools used

Table:3.1

SOFTWARE TOOL ANALYSIS TOOL

IBM SPSS STATISTICS V.14 Correlation, Regression, Descriptive, Central Tendencies,

Reliability Test, Cross Tabulation, Plotting charts

Microsoft Excel V.2010 Prioritizing Matrix ,Percentage calculation, Market share,

Ratios, Frequency Tables, Plotting, Graphical Analysis

Google Form Frequency & Graphical Analysis

[Note: SPSS analysis is covered in Chapter:4, section 4C]



3G.3 Meeting with target people.

Online survey form sent to 70+ selected candidates out of which 23 had replied back to checklist online survey.

17 People were interviewed. Target people were mainly students of Alliance, old school & college friends, past office peers/colleagues from various industries like Honeywell, IBM, Wipro, HCL, Vedanta etc., family friends & database available for juniors & alumni of my engineering college.

Around 107 candidates replied back to 700+ request sent. Respondents were

mainly working professionals mainly from [IT], Banking, Hospitality,

Electronics, Telecom & Manufacturing Industries across India, Students mainly of

Management, Engineering, Chartered Accountants ,Biotechnology & life science

& friends on social networking sites

3H. Questionnaire & Interview Questions

3H.1 Phase 1: Online survey questions

1. Please enter your Name Full name: First Name Middle name Surname

2. Please select your age starting from as on mentioned on certificates

Below 10 Years

11 - 18 Years

19-30 Years

31-45 Years

Above 45 Years

Not interested to mention



3. Your Gender

Male

Female

4. Please select your country/Region Mention your country/ if country not found

then enter your Region 4..A How long have you stayed in India

Less than 2 Years

2 - 5 years

More than 5 years

Born in India & have lived till date in India

Other:

5 A. If India, Select your current location region from list of 50 regions in India Select the city from the list most close to your place

5. B. If India, Select your Permanent location region from list of 50 regions in India Select the city from where you come or your parents stay.

5.C. If India, Any other place where you have stayed for more than 2 years for education, work or any other purpose Select the city from where you have stayed more than 2 years

6. Number of mobile operators you have used till date Number of Mobile SIM

you have with you



7. Type of mobile communication you have you can select more than one choice

PREPAID ( SELF )

POSTPAID ( SELF )

PREPAID ( OFFERED BY CURRENT EMPLOYER/COMPANY YOU ARE WORKING )

POSTPAID ( OFFERED BY CURRENT EMPLOYER/COMPANY YOU ARE WORKING )

8. Please carefully choose any "8" factors from list that you expect most after you subscribe to any GSM mobile service/ after you buy a mobile SIM. Choose best 10 options from the list of 30, Not more then 10

1. Optimal Service Quality

2. Service Reliability/Service Guarantee

3. Justified Value & benefit for Money

4. Reasonable price rates for Call/SMS/Roaming

5. Customized flexible discounts/offers available after purchase

6. Ease of technicality/usage

7. Low traffic in network/ Network doesn’t remain busy for most of the time

8. Wide variety of Offers/Boucher/recharge available

9. Additional services like Internet, GPRS, Downloads, Software uploads etc.

10. Brand Image Itself

11. Saves cost on connecting with friends/loved ones/family/relatives using the same GSM service



12. Ease to remember your own number

13. Problems being well addressed by customer care

14. Ease of prepaid recharge/Postpaid payment through website portal via online banking/Credit/Debit cards

15. Immediate access to network as soon as you buy a SIM

16. Availability of Boucher/offer in your nearest store

17. High Performance

18. Functional ability of the service to do as it was intended

19. High customer security & privacy maintained for customer database

20. Customer care frequently in touch with customer

21. Ease of Internet/GPRS Installation

22. Correctness of Information delivered

23. All features demanded are well Integrated

24. Number can be reused when you change your SIM

25. Flexibility in offerings made

26. Easy to identify problem & act on it

27. Sustainable life of SIM

28. Maintainable

29. Scalability : Same SIM can be modified & extra features can be easily added in future



30. High Quality sound clarity while conversion / No network disturbance/ No noise

Other:

9. Which "3" factors you consider most while opting for a GSM mobile service. Choose only 3 factors from list of 7 factors.

1. STD CALL RATES

2. LOCAL CALL RATES

3. SMART BOUCHER

4. NUMBER OF SMS FREE

5. INTERNET/GPRS CHARGES

6.MOBILE RINGTONES

7. ROAMING CHARGES

Other:

10. Your choice of particular operator (like Vodafone, Airtel, Reliance) is influenced by " Do not chose which are not applicable

Very Strongly influences

Strongly influences

Some what Influences

Sometimes Influences

Never Influences

Parents

Spouse

Girl Friend/Boy Friend

Friends

Kids



Very Strongly influences

Strongly influences

Some what Influences

Sometimes Influences

Never Influences

Siblings

Cousins

Relatives

Office peers/ colleagues

Boss/Seniors

Organization you belong

11.I can further contact you through following means

Mail

Telephone

Chat Messenger

Face to Face

Other:

12.Thanks for filling up the form. Will definitely know you the outcome of your contribution. We will get back to you in phase-2 and definitely in Phase-3 of this Research to get deeper insight of the same. Any comments...you can leave it for me



3H.1.1 Purpose of survey Questions:

Question Number 8: This is the main checklist question that indentifies the top-8 factors

that customer prefer while doing purchase evaluation. The whole purpose of this survey

is this question itself.

Question number 1 to 5: These questions tracks customer details like name, gender,

geographical locations etc.

Question number 6 & 7: These question speaks about number of [SIM] customers use

and their type post-piad/pre-paid.

Question number 9 & 10: These questions are not directly related to project. It helps to

have better understanding and other insight of project which may or may not add value to

research objective directly.

Question number 11: To understand the best mode of communication that customers

will like to be approached in the phase-2 of research.

3H.1.2 Primary scale applied:

Table:3.2

Primary Scale Question Number

*Nominal Q 1, 3, 4, 5A, 5B, 5C, 7, 11, 12

*Ordinal Q 2, 4A, 8, 9

*Interval Q 10

*Ratio Q 6

3H.2 Phase-2 Interview Questions

A. Do you think if you were not employed in current company, then you may have used/using some other mobile [GSM] [SIM] then your current one. If yes then why do you feel so?

B. Do you have any mobile [GSM] [SIM] provided by your current employed company ( Prepaid or Postpaid). If yes, you can enter the details of that

Name of mobile [SIM] operator provided by you company: Postpaid/Prepaid



C. Do you think if you were not in Bangalore then you may have been using some other mobile [SIM] then your current one. If yes then why?

D. Office Trips to other places could have been tackled with dual [GSM] [SIM] approach to avoid extra roaming charges while travelling by using an entirely separate [SIM] scheme having roaming advantage. Do you agree? Or you can suggest if anything else you have.

E. Please let me know your Price rates for current mobile [GSM] [SIM] operator that you use most often

< You can enter as “Don’t know” if you are not aware of it>

Enter SIM operator (Company) :

E1. Enter [STD] call rates ( in Price per sec/min ):

E2. Enter [Local] Call rates ( in Price per sec/min):

E3. Enter [SMS] Call rates ( in Price per SMS ):

E4. Enter Roaming Rates ( in Price per sec/min):

F. Any Additional services like [GPRS], internet, downloads, ringtones that you are using or have used. If yes, please mention ?

G. For what purpose customer care call you and also for what purpose you call them?

[Note: Analysis results are interpreted in Appendix: G;Chapter:4, section 4B.5]

3H.2.1 Purpose of interview Questions

Question Number A & C: These questions identifies whether choice of a particular

[SIM] is influenced by current location & current employer of customer.

Question number B: To track how many people use [GSM] service provided by their

company .

Question number D: To know the credibility of dual [SIM]. What is people’s perception

about it.

Question number E & F: To track various [STD], Local, [SMS], Roaming rates of

[GSM] service customers are using and what extra features like [GPRS], internet,

downloads, ringtones they have opted for.

Question number G: To understand the role of customers and whether do have any

influence on customer busying behavior.



3H.2.2 Primary Scale applied

Table:3.3


*Nominal Q A,B,C.D,F,G

*Ratio Q E1,E2,E3,E4

Note: Question number A & B were asked only to people who were working

professionals. However question number C,D,E,F & G were asked to everyone.

3H.3 Phase 3 Online survey questions

1. Please enter your full name FIRST NAME MIDDLE NAME SURNAME

2. Your age As mentioned on your certificates

below 20

20-25

26-30

31-45

above 45

Not interested to disclose

3. Your Gender

Male

Female



5. Choose list of mobile GSM SIMs that you have used till date

AIRCEL

AIRTEL

BSNL

HFCL

IDEA

MTNL

LOOP

RELIANCE COMM

RIM

SISTEMA

SPICE

TATA INDICOM

TATA DOCOMO

UNINOR

VODAFONE

Other: 5. Choose your "FAVORITE" mobile GSM SIM" One that you like/liked the most"

5.A Rate your favorite mobile GSM SIM subscriber between 1 to 7

1 2 3 4 5 6 7

Low High



5.B For your favorite Mobile GSM SIM operators chosen in Q5, rate the following factors" For person who have used only one SIM, should also enter here"

Very low

Low Marginal High Very High

A. Service Quality

B. Benefit for Money

C. Price rates

D. Network remaining busy

E. Additional services

available (Internet,

GPRS,Downloads etc)

F.Problems frequently

addressed by customer care

G. Performance

H. Sound clarity

6. Choose your mobile GSM SIM that you "DISLIKE THE MOST" /Mobile SIM that made you least satisfied"

AIRCEL

6.A Rate the above mobile GSM SIM subscriber that you dislike the most between 1 to 7

1 2 3 4 5 6 7

Low High



6.B For Mobile GSM SIM operators you dislike the most chosen in Q6, rate the following factors

Very low


A. Service Quality


C. Price rates


E. Additional services available

(Internet, GPRS,Downloads

etc)

Problems frequently


G. Performance

H. Sound clarity

7.Choose any other mobile GSM SIM that you have used Note : Only applicable for those who have at least used 3 mobile SIMS

7.A Rate the above mobile GSM SIM subscriber between 1 to 7

1 2 3 4 5 6 7

Low High



7.B For Mobile SIM operators chosen in Q7, rate the following factors

Very low


A. Service Quality


C. Price rates


E. Additional services

available (Internet,

GPRS,Downloads etc)

F.Problems frequently


G. Performance

H. Sound clarity

8. Choose your current region 9. Rate this feedback form on scale of 1 to 10

1 2 3 4 5 6 7 8 9 10

Poor Design Excellent Design



10. Thanks for filling up the form. Will definitely know you the outcome of your contribution. Any comments...you can leave it for me

3G.H.1 Purpose of interview Questions

Question - 5, 5A, 5B, 6, 6A, 6B, 7, 7A & 7B: These are the main questions that will help us to carry out *regression, *correlation & *discriminant analysis to come to result. These questions serves the purpose of whole survey alone & are inclined directly towards achieving the stated objective in synopsis.

Question - 1, 1A , 2 , 3 & 8: It covers customer details like name, age distribution, geographical Location ( Equally divided into North, South, East & West),email-Id ( To reply them back /thank them for filling up the survey/ to get back to them in case of any doubts)

Question - 4: The purpose of this question is to identify the number of service operator customers have used till date .It will also help in tracking the mobile operator’s “market share”.

Questions - 9, 10: These questions tracks the effectiveness of survey itself by rating it. Allows to leave any comments from customers side.

3H.3.3 Primary Scale applied

Table:3.4


*Nominal Q 1, 3, 4, 8, 10

*Ordinal Q 2, 5, 6, 7

*Interval Q 2, 5A, 5B, 6A, 6B,7 A, 7B, 9



3H.4 Question distribution based on objectives

Table:3.5

Objective No Purpose Question No

OBJECTIVE-1 To identify the factors that constitutes customer satisfaction

Phase: 1 Question Number 8

OBJECTIVE-2 To find out how the factors are related to

customer satisfaction before using statistical used.


OBJECTIVE-3 To find out cause-effect (X-Y) relationship between factors & customer satisfaction

level.

Phase: 3 Question Number 5A,5B,6A,6B,7A,7C

3G.5 Question distribution based on analysis tool

Table:3.6

Analysis Tool Question number

*Regression Analysis Phase:3 Q. 5A,5B,6A,6B

*Discriminant Analysis Phase:3 Q. 5A,5B,6A,6B

*Correlation Analysis Phase:3 Q. 5A,5B,6A,6B

*Reliability Test Phase:3 Q. 5A,5B,6A,6B,7A,7C

Descriptive Statistics Phase:3 Q. 5A,5B,6A,6B,7A,7C

Ranking Table Phase 1: Q. 8

Graphical Analysis Phase 1: Q. 2,3,4A,7,9,10,11 Phase 3: Q. 2,3,4,5,5A,5B,6,6A,6B,7,7A,7B,8,9

Percentage Analysis Phase 2: Q. A,B,C,D Phase :3 Q. 4

Central tendencies (*Mean) Phase 2: Q. E1,E2,E3,E4,

Qualitative Analysis Phase 2: Q. F, G



Chapter - 4

Observation, Analysis & Interpretation

4A Observation during data collection

Several observation were made before start of project & also during data collection process done through online survey & while interviewing customers.

4A.1 Key Observation during research

Customers were more comfortable with online survey rather than filling the

same manually.

There were few customers who are not aware of how online survey works.

Specially customers of the age group above 40.

Many wrong data entries were reported specially in the drop box selection of

the online survey phase:1, where people had to select their current location from

the list. Most of the customers felt comfortable to answer interview questions

through mail but also needed assistance through phone before filling. However

few liked the interview to be conducted face to face.

Best part was that many respondents before filling wanted in depth insight,

purpose behind this research and also wished to know the end results of this

research once it gets completed.

After sending online survey form to 700 + people to group databases of Alliance,

previous engineering college, various organizations, only 107 people responded

to the survey. It was more easier to get respondents fill up the form, when the

questionnaire were posted to their profile wall in Facebook.

Ideal time for conducting interview were evening 5:00 Pm to 8:00 Pm, Mon to Thurs and 10:00 Am to 2:00 Pm on Sat and Sun. Most of the online survey was responded throughout the day in between 10:00 Am to 1:00 midnight, however those who were responding through Facebook replied mainly in between 10:00 Pm to 2:00 Am midnight. .



4A.2 Problems faced during survey

Difficulty was faced with the URL links given to customers to submit online form due to wrong set up. The problem was addressed and link was mailed to all customers once again to fill the form. Some customers had to fill the form twice due to the technical web page set up problem.

Two customers left important fields of form unfilled. They had to be called again to get back data for those missing fields.

Difficulty was also faced while conducting interview. It was very difficult to get them done. Customers had to be called number of times & finally many customer preferred to answer the questions through mail.

*Questionnaire was made iterative, were not *mutually exclusive because applicant had to fill the same question 3 times for multiple SIM operators, which was monotonous for customers, but there was no other way out of to conduct the regression analysis.

Many fields had missing data which had to be replaced by *mean values. IBM Spss software version 14 downloaded was of trial version and got

deactivated soon. Google docs gave percentage value , that had overlapping data. To get the

percentage value for prioritizing the factors, manually data had to be calculated using excel spreadsheet.

[Note: To avoid problems refer to Do & Don’ts of Chapter 6, section 6C ]

4A.3 Customer Survey response patterns

Based on meeting conducted & responses received through customers following observation were made regarding timings at which customers were comfortable.

[Note: Customer survey response pattern is mentioned in Appendix: E]

4A.3.1 Ideal Timings for Interview & online survey

Table: 4.1 A

DAY IDEAL TIME FOR INTERVIEW

Mon-Tue ( if Not Holiday) 5:00 Pm to 8:00 Pm

Sat-Sun / Holiday 10:00 Am to 2:00 Pm

Observation 10th – 24th August



Table: 4.1 B

4A.3.2 Mode of communication for interviewers

Working people didn’t find it comfortable to talk face to face as they were not

free and preferred to be contacted through Mail .

Not all non-working professional were comfortable to talk face to face and

preferred other modes like telephone or Mail.

However college friends and also people whom knew well were ready for direct

face to face interview.

Figure: 4.1

Respondents ---------->

Working People Non-working people Known People

RIGID PARTAILLY ENTERTAIN ENTERTAIN

ENTERTAIN ENTERTAIN NOT COMFORTABLE

RIGID ENTERTAIN FULLY ENTERTAIN

DAY IDEAL TIME FOR ONLINE SURVEY

through FACEBOOK

Mon-Tue ( if Not Holiday) 10:00 Pm to 1:00 Am (Midnight)

Sat-Sun / Holiday 8:00 Am to 1:00 Am (Midnight)

Observation 7th -10th August & 17th-27th August

FACE TO FACE MEETING

MAIL

TELEPHONE



4A.3.3 Survey response barrier

It was very easy to get response through Facebook post on walls of customer’s profile.

Orkut users informed through scrap or group messages also had good number of replies.

It was very difficult to get response from newly started Google plus members and g-talk status updates showing the survey link.

A number of people also responded through links sent on mails.

Figure: 4.2

Google Plus G-talk Gmail Mails Orkut Facebook

Post Status Update Scrap/Message Wall post

Pasting online survey link on ------->

High Barrier Low Barrier



4A.3.4 Customer response chart

Chart: 4.1

o Around 50% of customer replied on the first day of online survey phase:1

o We can observe that as the number of days passed, the number of replies kept

on depreciating both in survey phase:1 & survey phase:2

Chart: 4.2 Chart: 4.3

0 2 4 6 8 10 12 14

Day 1

Day 2

Day 3

Day 4

Phase-1 Survey : Number of Response

0

5

10

15

20

25

30

Day1

Day2

Day3

Day4

Day5

Day6

Day7

Day8

Day9

Day10

Day11

Phase-3 Survey: Number of Response

1

3

2 2 2

3

2 2

Day-1 Day-2 Day-3 Day-4 Day-5 Day-6 Day-7 Day-8

Customer Interview Response Phase:2



4A.3.5 Customer response pyramid

In phase: 3 of online survey nearly about 115 people have replied out of 700 +

people. Out of 115, 6 people had filled ambiguous data like they have chosen

same SIM operator as their favorite and also they dislike the most. Some people

forgot to provide the key ratings like rating to favorite [SIM] which was void.

There was one person who had submitted a blank form with just name, gender &

location. Conversion ratio below 15.7 %

In phase:2 interview the conversion ratio was 73% as 17 person out of 23

replied.

In phase:3 online checklist survey 23 people replied out of 70+ people making

the conversion ratio under 32.8%.

Figure: 4.3

PHASE:3 Online Survey

(Derive X-Y relationship)

PHASE:2 Interview

( To understand customer priorities)

PHASE: 1 Online Survey

( To identify & Priortize various factors)

Number of candidates

Approached Number of candidates

Replied Back

700 + people

23 people

115 – 6 (wrong entry ) =

107 confirmed Replies

17 Interviewed

23 Replied

15.7%

73.33%

32.8 %

70+ people

23 people



4A.4 Common errors committed

Error:1

Difficulty was faced with the URL links given to customers to submit online form due to wrong set up on 9th August night. The LINK indicating the form & form appearing on MAIL were different.

Error Rectification: The problem was addressed on 10th August morning and was mailed to all customers once again to fill the form. Some customers had to fill the form twice due to the technical web page set up problem.

Error 2:

Many fields had missing data in the data sheet.Also erasing the entire customer data wasn’t possible because they had also provided valuable data.

Error Rectification: Missing data were addressed by replacing it with *Mean values done automatically by SPSS software while execution

Error 3:

There were no option available on online form to uncheck radio buttons on point/ grid scale/ bipolar scale. Once they were checked, they can transfer ratings on the same scale but cannot completely uncheck and come out of the scale.

Error Rectification: Was not able to address this problem because it is a drawback of Google Form software tool itself

4B. Analysis & Interpretation of Data collected

4B.1 Phase:1 , Identification & Prioritization of key Factor

30 factors were listed for customers on checklist option in online survey

phase:1. These were those factors that was assumed to be responsible for

customer getting satisfied once they opted to any [GSM] mobile operator.

Customer had to choose the top most 8 factors that they personally preferred

while deciding whether they are satisfied or not with the existing [GSM] service.

Top 8 factors were listed down as per customer response.



4B.1.1 Factor Frequency Table

Table: 4.2

ATTRIBUTE FREQUENCY %

1.Optimal Service Quality

14 61%

2. Service Reliability/Service Guarantee

8 35%

3. Justified Value & benefit for Money

11 48%

4. Reasonable price rates for Call/SMS/Roaming

17 74%

5. Customized flexible discounts/offers available after purchase

2 9%

6. Ease of technicality/usage

4 17%

7. Low traffic in network/ Network doesn’t remain busy for most of the time

16 70%

8. Wide variety of Offers/Boucher/recharge available

8 35%

9. Additional services like Internet, GPRS,Downloads,Software uploads etc.

16 70%

10. Brand Image Itself

3 13%

11. Saves cost on connecting with friends/loved ones/family/relatives using the same GSM service

8 35%

12. Ease to remember your own number

9 39%

13. Problems being well addressed by customer care

11 48%

14. Ease of prepaid recharge/Postpaid payment through website portal via online banking/Credit/Debit cards

9 39%

15. Immediate access to network as soon as you buy a SIM

8 35%

16. Availability of Boucher/offer in your nearest store

7 30%

17. High Performance

12 52%

18. Functional ability of the service to do as it was intended

1 4%

19. High customer security & privacy maintained for

5 22%



customer database

20. Customer care frequently in touch with customer

5 22%

21. Ease of Internet/GPRS Installation

9 39%

22. Correctness of Information delivered

1 4%

23. All features demanded are well Integrated

2 9%

24. Number can be reused when you change your SIM

4 17%

25. Flexibility in offerings made

1 4%

26. Easy to identify problem & act on it

2 9%

27. Sustainable life of SIM

3 13%

28. Maintainable

1 4%

29. Scalability : Same SIM can be modified & extra features can be easily added in future

3 13%

30. High Quality sound clarity while conversion / No network disturbance/ No noise

11 48%

Other

0 0%

4B.1.2 Factor Priority Matrix

Table: 4.3

ATTRIBUTES PRIORITY RANK PRIORITY %

1.Reasonable Price rates 1 15.74074074

2.Network Traffic 2 14.81481481

3.Additional Service 2 14.81481481

4.Service Quality 3 12.96296296

5.Performance 4 11.11111111

6.Benefit for Money 5 10.18518519

7.Sound Clarity 5 10.18518519

8.Problems addressed by customer care 5 10.18518519



4B.3 Interpretation :

Only those factors which were close to 50% or had 50% above preference or in other way the frequency were more than 10 were selected. Selected “factors” for phase: 3 online surveys were as follows:

1. Optimal Service Quality 2. Justified Value & benefit for Money 3. Reasonable price rates for Call/SMS/Roaming 4. Low traffic in network/ Network doesn’t remain busy for most of the time 5. Additional services like Internet, [GPRS], Downloads, Software uploads etc. 6. Problems being well addressed by customer care 7. High Performance 8. High Quality sound clarity while conversion / No network disturbance/ No

noise

From the priority matrix it seems that Reasonable price rates, network traffic & additional [GSM] service were of high importance.

Additional service, Quality & Performance were also important factors considered while customer feel satisfied about a [GSM] operator.

Benefit for money, Sound clarity & role of customer care in handling problems also played a vital role in customers mind.

4B.4 Phase:1 Graphical Analysis


1.Gender Classification 2.How long have customers stayed in India



3.Number of mobile operators GSM 4.Type of mobile communication SIMS customers have used till date customers have used


6. Which “Three” factors customers consider most while opting for a GSM mobile service?

Chart: 4.8

6. Customer’s choice of particular operator (like Vodafone, Airtel, Reliance) influenced

Influenced by – Parents Influenced by - Spouse




Influenced by - Girl Friend/Boy Friend Influenced by – Friends


Influenced by – Kids Influenced by – Siblings


Influenced by – Cousins Influenced by – Relatives




Influenced by Office peers/ colleagues Influenced by - Organization you belong


Influenced by - Organization you belong Customer’s willingness to contact Further for phase: 2 by means of


4B.4 Interpretation of Graphical analysis:

1. 17 % of survey in survey phase: 3 sample were female 2. 83 % of *sample has been in India since birth 3. 30 % of people are using 3 [GSM] Mobile [SIM], 26% of people are using using

5 [GSM] Mobile [SIM], and around 22% of sample is using more than 5 [SIM]. 4. 66.66 % of people are using Post-paid service self-owned, 18.18 % using

pre-paid service self-owned and 15% are using post-paid/pre-paid provided by their company.

5. 73% of People considered [STD] call rates as the most important factor for opting to [GSM] mobile service provider.



6. 64% of People considered Local call rates as the most important factor for opting to [GSM] mobile service provider.

7. 59% of People considered Internet/[GPRS] rates as the most important factor for opting to [GSM] mobile service provider.

8. 50% of People considered [SMS] rates as the most important factor for opting to mobile service provider.

9. Choice of Mobile [SIM] is strongly influenced by Friends & Boyfriend/Girlfriend

10. Whereas choice of Mobile [SIM] is weekly influenced by Parents, Siblings, Relatives, Office peers, Office seniors

11. Majority of customers wanted to be further contacted through mail in case of any further query.

4B.5 Phase:2 Interview Analysis

Interview was conducted with 17 people.

Out of them 11 people were working professional

Other 6 were students from MBA/ B.tech / BE background

Question no A & Question B was not asked to students and was asked only to

working professionals. Whereas question number C, D, E & F were asked to all

people.

4B.5.1 Interview Analysis Result


NO 73%

YES 27%

A. Does Choice of GSM SIM depend

upon company you are employed

YES 54%

NO 46%

B. Do Working professional use GSM service provided by their

company




Chart: 4.24

Agree 53%

Disagre

e 42%

Neutral

5%

C. Does Choice of GSM SIM influensed by current location

Useful 88%

Not Useful 12%

D. How many think that the Dual SIM is useful

Using 18%

Not using 82%

E.How many people are using Dual SIM at current



Chart: 4.25

Chart: 4.26

GPRS Internet Ringtone ApplicationDowload

64.7 % 58.8 %

29.4 % 41.11 %

F. Percentage % of people using following service

STD: less than 60 P/ Min

Local: Less than 60 P/Min

SMS: Less than 50 P / Min

Not aware of Roaming charges

70.58 %

82.35 %

88.23 %

47.05 %

G. Percentag e % of peole using



4B.6 Interpretation of interview results

8 Out of 11 ( 72.77%) working people interviewed believe that their choice of

any particular service provider were not influenced by their current employer

6 out of 11 ( 54.5%) working professional had opted prepaid/postpaid

connection provide by their company.

7 out of 17 (41.17 % ) people believed that their choice of any particular [GSM]

service provider were not influenced by current location where as 9 (52.9% )

people believed that their choice would depend on their current location as call

rates, schemes, network traffic , internet speed, smart recharge offers vary from

place to place .

1 person out of 17 (5.8 %) said that for some locations it may matter specially in

North India but may not matter in south India because all [GSM] service have

standardized there service & offers to such an extent that all seems alike.

15 out of 17 ( 88.23 % ) people agreed that dual [SIM] is very useful for short

time office trips, tours to other states to have advantage on roaming specially

when frequency of such travels are very high and is incurred every month. 3 out

of 17 (17.64 %) are already using dual [SIM].

11 people out of 17 (64.7%) are using GPRS facility, 10 (58.8 %) Internet

facilities, 5 (29.4%) Ringtone, 7 ( 41.11 % ) application downloads.

14 out of 17 ( 82.35 % ) of people use Local call rates lesser than 60

paisa/minute. 12 out of 17 (70.58%) use STD call rates less than 60

paisa/minute. 15 out17 (88.23 %) use SMS less than 50 paisa/minute. 8 out of

17 (47.05 % )of people are not aware of their roaming rates.

To most of them, Customer care called for availing mobile ringtones or to switch

to a new offer that would add value to customers. Sometimes in cases like

Vodafone they try to customize the offer as per customer’s requirement. Rarely

few of them called customer care and if they called, main purpose would be

technical problems to be addressed or to know about new tariff plans.



4B.7 Market share analysis

4B.7.1 Market Share chart

Chart: 4.27

4B.7.1 Market share Frequency Table

Table: 4.4

MARKET STATUS

OPERATORS Frequency Results by Research

( In percentage %

AIRTEL 93 19.62025316

VODAFONE 85 17.93248945

Market RELIANCE COMM 59 12.44725738

Leader RIM 24 5.063291139

RELIANCE 83 17.51054852

TATA INDICOM 21 4.430379747

TATA DOCOMO 39 8.227848101

Market TATA 60 12.65822785

Challenger BSNL 51 10.75949367

IDEA 47 9.915611814

AIRCEL 29 6.11814346

AIRTEL 19%

VODAFONE 18%

RELIANCE 17%

TATA 13%

BSNL 11%

IDEA 10%

AIRCEL 6%

UNINOR 2% SPICE

1%

MTNL 0%

HFCL 0% Other

3% Market Share



UNINOR 9 1.898734177

Market SPICE ( Niche) 4 0.843881857

Follower MTNL ( Niche) 2 0.421940928

HFCL 1 0.210970464

Other 10 2.109704641

TOTAL 474

4B.8 Interpretation on market players

Market Leader Airtel, Vodafone & Reliance are the market leaders

Airtel is ranked 1 having the maximum share of 19.6 %

Followed by Vodafone as ranked 2 with 17.93 % share.

Market share of Reliance is 17.5% and is Ranked 3

Market Challenger

TATA, [BSNL] & IDEA are the market challenger and are trying to give tough

competition to leaders.

TATA has 12.65 % of market share

[BSNL] has 10.75 % & of market share

IDEA is slightly less with 9.9 %

Market Follower Uninor has 1.89% market share

SPICE, HFCL & [MTNL] has markets share less than 1%.

Uninor , Spice, HFCL& [MTNL] are the followers with very less market share

* Niche Market

[MTNL] has *niche market segment targeting only Metro Politian cities.

Spice is also targeting only metro & Cosmo Politian cities in Southern India like

Bangalore, Mysore, Mangalore

Top 1-5

RANK 1: Airtel

RANK 2: Vodafone

RANK 3: Reliance

RANK 4: TATA

RANK 5: BSNL

Top 1-11

RANK 6: Idea

RANK 7: Aircel

RANK 8: Uninor

RANK 9: Spice

RANK 10: MTNL

RANK 11: HFCL



4B.9 Phase: 3 Survey graphical analysis

Gender Classification Age Classification


Geographical Distribution

Chart: 4.30



Rating to Favorite GSM Rating to GSM service provider

service provider people dislike the most


Rating to Favorite GSM Rating to GSM provider

For Service Quality dislike the most For Service Quality




Favorite GSM GSM service provider

service provider people dislike the most


Rating to Favorite GSM Rating to GSM provider For Benefit for Money dislike the most For Benefit for Money





For Price rates dislike the most For Price rates



For Network Busy dislike the most For Network Busy


Rating to Favorite GSM Rating to GSM provider dislike the most

For Additional Services Available for Additional Services Available





For Problems addressed dislike the most For Problems addressed

By Customer care by Customer care Chart: 4.45 Chart: 4.46


For Sound Clarity dislike the most For Sound Clarity



For operational Performance dislike the most for operational Performance Chart: 4.49 Chart: 4.50



4B.10 Interpretation of graphical analysis

*Sample observed in survey phase: 3 contained 52% Male & 48 % female

*Sample contained 38% people from South India, 23% from east India,

20% & from West India and finally 19% from North India

31% of people rated Vodafone as their favorite [GSM] service provider

followed by 30% rating Airtel

32% of people rated Reliance SIMs to be disliking the most , followed by

19% [BSNL], 11% Aircel.

Customer satisfaction level seemed to be increasing with increase in

benefits perceived by customer for the amount of money they had paid.

Customer satisfaction level also seemed to be increasing with increase in

Quality, performance, additional service availability, Sound Clarity.

Customer satisfaction level also seemed to be more with lesser network

remaining busy.

Customers mostly rated their favorite [SIM] as 6 or 7 on a scale of 1-7 point.

Customers mostly rated the [SIM] they disliked the most as 2 on a scale of

1-7 point.

4C SPSS software output Analysis [4]

4C.1 Reliability Test

In the theory of *reliability it's not possible to calculate reliability exactly. There are four general classes of reliability estimates, each of which estimates reliability in a different way. They are:

Inter-Rater or Inter-Observer Reliability Used to assess the degree to which different raters/observers give consistent estimates of the same phenomenon.

Test-Retest Reliability Used to assess the consistency of a measure from one time to another.

Parallel-Forms Reliability Used to assess the consistency of the results of two tests constructed in the same way from the same content domain.

Internal Consistency Reliability Used to assess the consistency of results across items within a test.



4C.1.1 *Sample Size

107 X 2 = 214 samples ( each individual rated twice for two sims )

4C.1.2 SPSS output Case Processing Summary

N %

Cases Valid 214 100

Excluded(a)

0 0.0

Total 214 100.0

a Listwise deletion based on all variables in the procedure.

Reliability Statistics

Cronbach's Alpha

Cronbach's Alpha

Based on Standardized Items

N of Items

.768 .821 9

Summary Item Statistics

Mean Minim

um Maxim

um Range

Maximum /

Minimum

Variance

N of Items

Item Means 31.802

27.336

42.897

15.561

1.569 20.48

3 9

Item Variances 243.809

113.968

553.069

439.101

4.853 17076.852

9

Inter-Item Covariances

65.457

-281.7

47

328.823

610.570

-1.167 26731.698

9

Inter-Item Correlations

.223 -.828 .921 1.749 -1.112 .366 9

4C.2 Interpretation

All 214 observations are valid.

No observations has to be excluded.

Cronbach’s alpha is 0.768 which is >0.50 , so data are significant.

Reliability = 100 % ( > 75%), hence the data are reliable and there is no

missing data as missing data were replaced with mean values.



4C.3 Multiple Linear Regression Analysis

In statistics, *regression analysis includes any techniques for modeling and analyzing several variables, when the focus is on the relationship between a dependent variable and one or more independent variables. More specifically, regression analysis helps one understand how the typical value of the dependent variable changes when any one of the independent variables is varied, while the other independent variables are held fixed. Most commonly, regression analysis estimates the conditional expectation of the dependent variable given the independent variables — that is, the average value of the dependent variable when the independent variables are held fixed. Less commonly, the focus is on a quantile, or other location parameter of the conditional distribution of the dependent variable given the independent variables. In all cases, the estimation target is a function of the independent variables called the regression function. In regression analysis, it is also of interest to characterize the variation of the dependent variable around the regression function, which can be described by a probability distribution[39][42].

4C.3.1 *Independent Variable

S: Clarity of Sound

Pr: Price Rates

Pa: Degree of problem Addressed by Customer care

B : Benefit for Money

N : Degree of network remaining busy

Q : Service Quality

P:Performance

A: Degree of additional service available

4C.3.2 *Dependent variable

Sa: Customer Satisfaction Level

4C.3.3 *Sample Size




4C.3.4 SPSS OUTPUT

Variables Entered/Removed(b)

Model Variables Entered

Variables Removed Method

1

Soundclarity, Pricerate, Prbadress, BenforMoney, Netbusy, SerQuality, Addnseravail, Performance(a)

. Enter

a All requested variables entered. b Dependent Variable: Satlevel

Model Summary(b)

Model R R Square Adjusted R

Square Std. Error of the Estimate Change Statistics

R Square Change F Change df1 df2

Sig. F Change

1 .937(a) .878 .874 8.36136 .878 185.003 8 205 .000

a Predictors: (Constant), Soundclarity, Pricerate, Prbadress, BenforMoney, Netbusy, SerQuality, Addnseravail, Performance b Dependent Variable: Satlevel

ANOVA(b)

Model Sum of

Squares df Mean Square F Sig.

1 Regression 103471.708

8 12933.964 185.003 .000(a)

Residual 14332.030 205 69.912

Total 117803.738

213

a Predictors: (Constant), Soundclarity, Pricerate, Prbadress, BenforMoney, Netbusy, SerQuality, Addnseravail, Performance b Dependent Variable: Satlevel



Coefficients(a)

Model

Unstandardized Coefficients

Standardized Coefficients

t Sig. B Std. Error Beta

1 (Constant) 3.293 4.859 .678 .499

SerQuality .195 .073 .130 2.664 .008

BenforMoney .104 .064 .076 1.617 .027

Pricerate -.059 .056 -.027 -1.056 .292

Netbusy -.124 .074 -.078 -1.684 .044

Addnseravail .216 .081 .127 2.672 .008

Prbadress .004 .058 .002 .068 .946

Performance .143 .077 .097 1.850 .036

Soundclarity .799 .109 .488 7.363 .000



4C.3.5 Evaluation of output

R square value R Square value = 0.874.It shows that the relationship is 87.4% accurate to define the existing relationship between *Dependent variable (Sa) & *Independent variable [Q,S,P,Pr,Pa,B,N,A]. *T-test The *independent variable that are t-value > 0.5 are Q, S, P, Pr, B,N,A. They have a greater impact on the output and forms a strong relation with it. *F-test Significance Level Out of above Pr > 0.05 & Pa > 0.05, hence it is not significant and has to be discarded. B value & C Value Slopes of N -> they are negatively related Slopes S,Q,B,A,P- > they are Positively related Constant -> It is positively related

5.C.3.6 Derived Result

Multiple Regression linear Equations

Sa = C + F(X)

C = 3.293

F(X) = 0.195 Q + 0.104 B - 0.124 N + 0.216 A + 0.143 P + 0.799 S

Sa = 3.293 + 0.195 Q + 0.104 B -0.124 N + 0.216 A + 0.143 P + 0.799 S

4C.4 Interpretation of regression analysis

Factor, N: network remaining busy is inversely proportional to satisfaction

level. More is the network traffic lesser. lesser will be the satisfaction level of

customer.

Sa α 1/N

Higher the level of Q,B,A,P & S, higher will be the level of satisfaction as they are

directly proportional.

Sa α Q,B,N,A,P,S



Sound clarity has the highest impact on satisfaction level and thus it has to be

given utmost preference as maintaining good sound quality will improve the

overall satisfaction value and will have at least 4 times more impact than

increasing any other factors.

Increase of S = 4 X ( increase in Q or A )

4C.6 Correlation Analysis

A *correlation function is the correlation between random variables at two different points in space or time, usually as a function of the spatial or temporal distance between the points. Correlation functions of different random variables are sometimes called cross correlation functions to emphasize that different variables are being considered and because they are made up of cross correlations. Correlation functions are a useful indicator of dependencies as a function of distance in time or space, and they can be used to assess the distance required between sample points for the values to be effectively uncorrelated. In addition, they can form the basis of rules for interpolating values at points for which there are observations. For random variables X(s) and X(t) at different points s and t of some space, the correlation function is

[40]

4C.6.1 Correlation *Variable

S: Clarity of Sound

Pr: Price Rates

Pa: Degree of problem Addressed by Customer care



Q : Service Quality

P:Performance



4C.6.2 *Sample Size




4C.6.3 Correlation Matrix XPSS OUTPUT

4C.6.4 Evaluation of Output

The following parameters were strongly correlated with correlation coefficient value above R > 0.75 and *significance value < 0.05

Satlevel SerQua

lity BenforMoney

Pricerate

Netbusy

Addnseravail

Prbadress

Performance

Soundclarity

Satlevel Pearson Correlation

1 .831(**) .814(**) -

.264(**) -

.812(**) .829(**) .352(**) .845(**)

.921(**)

Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000 .000

N 214 214 214 214 214 214 214 214 214

SerQuality Pearson Correlation

.831(**) 1 .741(**) -

.187(**) -

.732(**) .720(**) .313(**) .823(**)

.840(**)

Sig. (2-tailed) .000 .000 .006 .000 .000 .000 .000 .000

N 214 214 214 214 214 214 214 214 214

BenforMoney

Pearson Correlation

.814(**) .741(**) 1 -

.256(**) -

.768(**) .782(**) .370(**) .766(**)

.819(**)

Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000 .000

N 214 214 214 214 214 214 214 214 214

Pricerate Pearson Correlation -.264(**)

-.187(**)

-.256(**)

1 .242(**) -.236(**) -.015 -.239(**) -

.248(**)

Sig. (2-tailed) .000 .006 .000 .000 .001 .829 .000 .000

N 214 214 214 214 214 214 214 214 214

Netbusy Pearson Correlation -.812(**)

-.732(**)

-.768(**)

.242(**) 1 -.743(**) -

.347(**) -.770(**)

-.828(*

*) Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000 .000

N 214 214 214 214 214 214 214 214 214

Addnseravail

Pearson Correlation

.829(**) .720(**) .782(**) -

.236(**) -

.743(**) 1 .325(**) .779(**)

.836(**)

Sig. (2-tailed) .000 .000 .000 .001 .000 .000 .000 .000

N 214 214 214 214 214 214 214 214 214

Prbadress Pearson Correlation

.352(**) .313(**) .370(**) -.015 -

.347(**) .325(**) 1 .306(**)

.375(**)

Sig. (2-tailed) .000 .000 .000 .829 .000 .000 .000 .000

N 214 214 214 214 214 214 214 214 214

Performance

Pearson Correlation

.845(**) .823(**) .766(**) -

.239(**) -

.770(**) .779(**) .306(**) 1

.853(**)

Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000 .000

N 214 214 214 214 214 214 214 214 214

Soundclarity

Pearson Correlation

.921(**) .840(**) .819(**) -

.248(**) -

.828(**) .836(**) .375(**) .853(**) 1

Sig. (2-tailed) .000 .000 .000 .000 .000 .000 .000 .000

N 214 214 214 214 214 214 214 214 214



Satisfaction Level ( Sa )

Very strongly & Positively correlated to Sound clarity (S) strongly & Positively correlated to benefit for money (B) strongly & Negatively correlated to Network remaining busy (N) strongly & Positively correlated to Additional Service availability (A) strongly & Positively correlated to Performance (P) strongly & Positively correlated to Service Quality (Q)

Service Quality (Q)

Positively correlated to Sound clarity (S) strongly & Positively correlated to benefit for money (B) strongly & Positively correlated to Additional Service availability (P)

Benefit for money (B)

strongly & Positively correlated to Sound clarity (S) strongly & Negatively correlated to Network remaining busy (N) strongly & Positively correlated to Additional Service availability (A) strongly & Positively correlated to Performance (P)

Network remaining busy (N)

Strongly & Negatively correlated to Sound clarity (S) strongly & Negatively correlated to Performance (P)

Additional Service availability (A)

Strongly & Positively correlated to Sound clarity (S) strongly & Positively correlated to Performance (P)

Performance (P)

Strongly & Positively correlated to Sound clarity (S)

4C.6.5 Derived Result

Satisfaction level is very strongly positively correlated as high as to Sound clarity by 92%. Satisfaction level is also positively correlated to Quality, Performance, Additional service, Benefit for money. Network traffic is negatively related to satisfaction level. Price rates and call handled by customer care are not correlated.



4C.7 Interpretation for Satisfaction level



customer.





overall satisfaction value

4C.8 Descriptive Statistics

Descriptive statistics quantitatively describe the main features of a collection of data. Descriptive statistics are distinguished from inferential statistics (or inductive statistics), in that descriptive statistics aim to summarize a data set, rather than use the data to learn about the population that the data are thought to represent. This generally means that descriptive statistics, unlike inferential statistics, are not developed on the basis of probability theory. Even when a data analysis draws its main conclusions using inferential statistics, descriptive statistics are generally also presented. For example in a paper reporting on a study involving human subjects, there typically appears a table giving the overall sample size, sample sizes in important subgroups (e.g., for each treatment or exposure group), and demographic or clinical characteristics such as the average age, the proportion of subjects of each sex, and the proportion of subjects with related comorbidities[43].

*Mean

The most common expression for the mean of a statistical distribution with a discrete random variable is the mathematical average of all the terms. To calculate it, add up the values of all the terms and then divide by the number of terms. This expression is also called the arithmetic mean. There are other expressions for the mean of a finite set of terms but these forms are rarely used in statistics. The mean of a statistical distribution with a continuous random variable, also called the expected value, is obtained by integrating the product of the variable with its probability as defined by the distribution.



*Median

The median of a distribution with a discrete random variable depends on whether the number of terms in the distribution is even or odd. If the number of terms is odd, then the median is the value of the term in the middle. This is the value such that the number of terms having values greater than or equal to it is the same as the number of terms having values less than or equal to it. If the number of terms is even, then the median is the average of the two terms in the middle, such that the number of terms having values greater than or equal to it is the same as the number of terms having values less than or equal to it. The median of a distribution with a continuous random variable is the value m such that the probability is at least 1/2 (50%) that a randomly chosen point on the function will be less than or equal to m, and the probability is at least 1/2 that a randomly chosen point on the function will be greater than or equal to m. *Mode

The mode of a distribution with a discrete random variable is the value of the term that occurs the most often. It is not uncommon for a distribution with a discrete random variable to have more than one mode, especially if there are not many terms. This happens when two or more terms occur with equal frequency, and more often than any of the others. A distribution with two modes is called bimodal. A distribution with three modes is called trimodal. The mode of a distribution with a continuous random variable is the maximum value of the function. As with discrete distributions, there may be more than one mode. *Range

The range of a distribution with a discrete random variable is the difference between the maximum value and the minimum value. For a distribution with a continuous random variable, the range is the difference between the two extreme points on the distribution curve, where the value of the function falls to zero. For any value outside the range of a distribution, the value of the function is equal to 0

4C.8.2 *Sample Size

107 X 3 = 321 samples ( each individual rated thrice )



4C.8.1 SPSS Output

Satlevel SerQuality BenforMoney Pricerate Netbusy

Addnseravail

Prbadress

Performance

Soundclarity

N Valid 321 321 321 321 321 321 321 321 321

Missing 0 0 0 0 0 0 0 0 0

Mean 40.5919 31.5265

30.8723

33.3645 28.9408 30.218

1 27.3520 30.8723 30.8100

Median 40.0000 30.0000

30.0000

30.0000 30.0000 30.000

0 30.0000 30.0000 30.0000

Mode 20.00 30.00

10.00(a)

30.00 30.00 20.00 30.00 30.00 40.00

Std. Deviation 20.78067 13.52683

14.84880

10.18061 12.87438 12.026

63 10.5843

7 13.7563

4 12.9891

1 Variance

431.836 182.975 220.48

7 103.645 165.750

144.640

112.029 189.237 168.717

Skewness .133 -.082 -.151 -.122 .084 .218 .068 -.042 -.065

Std. Error of Skewness .136 .136 .136 .136 .136 .136 .136 .136 .136

Kurtosis -1.454 -1.181 -1.371 -.355 -1.074 -.954 -.735 -1.221 -1.194

Std. Error of Kurtosis .271 .271 .271 .271 .271 .271 .271 .271 .271

Range 60.00 40.00 40.00 40.00 40.00 40.00 40.00 40.00 40.00

Minimum 10.00 10.00 10.00 10.00 10.00 10.00 10.00 10.00 10.00

Maximum 70.00 50.00 50.00 50.00 50.00 50.00 50.00 50.00 50.00

Sum 13030.00 10120.00

9910.00

10710.00 9290.00 9700.0

0 8780.00 9910.00 9890.00

Percentiles 25 20.0000 20.0000

20.0000

30.0000 20.0000 20.000

0 20.0000 20.0000 20.0000

50 40.0000 30.0000

30.0000

30.0000 30.0000 30.000

0 30.0000 30.0000 30.0000

75 60.0000 40.0000

40.0000

40.0000 40.0000 40.000

0 40.0000 40.0000 40.0000

a Multiple modes exist. The smallest value is shown

Satlevel

Frequency Percent Valid Percent Cumulative

Percent

Valid 10.00 29 9.0 9.0 9.0

20.00 75 23.4 23.4 32.4

30.00 52 16.2 16.2 48.6

40.00 27 8.4 8.4 57.0

50.00 29 9.0 9.0 66.0

60.00 48 15.0 15.0 81.0

70.00 61 19.0 19.0 100.0

Total 321 100.0 100.0



4C.9 Interpretation for Sa : Satisfaction level

The average satisfaction level of customers is 4.28 on rating of 1-7 point

scale

People have rated 20 for maximum times with frquency of 75 out of 321.

50% of observation lies below 40 and 50% lies above 40.

25% of observation lies below 20, 25% between 20 & 40, 25% between 4.0

& 60 & rest 25% lies above 6.0

The expected deviation can be expected to be 20 from *mean.

The *range of rating is 60.

The maximum rating has been 70, where as minimum rating has been 10.

*Skewness of mean from median is 0.133.

4C.10 Linear Discriminant Analysis

*Linear discriminant analysis (LDA) and the related Fisher's linear discriminant are

methods used in statistics, pattern recognition and machine learning to find a linear

combination of features which characterize or separate two or more classes of

objects or events. The resulting combination may be used as a linear classifier, or,

more commonly, for dimensionality reduction before later classification.

LDA is closely related to *ANOVA (analysis of variance) and regression analysis,

which also attempt to express one dependent variable as a linear combination of

other features or measurements.

LDA is also closely related to principal component analysis (PCA) and factor

analysis in that both look for linear combinations of variables which best explain

the data. LDA explicitly attempts to model the difference between the classes of

data. PCA on the other hand does not take into account any difference in class, and

factor analysis builds the feature combinations based on differences rather than

similarities.

*Discriminant analysis is also different from factor analysis in that it is not an

interdependence technique: a distinction between independent variables and

dependent variables (also called criterion variables) must be made [7][41].



4C.10.1 *Independent Variable

S: Clarity of Sound

Pr: Price Rates

Pa: Degree of problem Addressed by Customer care ( Pa)



Q : Service Quality

P:Performance


4C.10.2 *Dependent variable


4C.10.3 *Sample Size

107 X 2 = 214 samples (each person has entered two entries)

4C.10.4 SPSS output

Analysis Case Processing Summary

Unweighted Cases N Percent

Valid 214 100.0

Excluded Missing or out-of-range group codes 0 .0

At least one missing discriminating variable 0 .0

Both missing or out-of-range group codes and at least one missing discriminating variable

0 .0

Total 0 .0

Total 214 100.0



Eigenvalues

Function Eigenvalue % of Variance Cumulative % Canonical Correlation

1 8.015(a) 90.6 90.6 .943

2 .566(a) 6.4 97.0 .601

3 .157(a) 1.8 98.7 .369

4 .068(a) .8 99.5 .252

5 .039(a) .4 99.9 .193

6 .006(a) .1 100.0 .076

Wilks' Lambda

Test of Function(s) Wilks'

Lambda Chi-square df Sig.

1 through 6 .035 596.548 48 .000

2 through 6 .495 144.685 35 .000

3 through 6 .774 52.547 24 .001

4 through 6 .896 22.530 15 .095

5 through 6 .957 9.041 8 .339

6 .994 1.201 3 .753

Standardized Canonical Discriminant Function Coefficients

Function

1 2 3 4 5 6

Soundclarity .897(*) .239 -.149 .021 -.073 .166

Performance .606(*) -.281 .567 -.051 .173 -.374

Addnseravail .541(*) -.217 .119 -.279 .268 .516

BenforMoney .531(*) -.473 -.458 .394 .324 -.077

Netbusy -.506(*) .401 .268 .313 .399 -.010

SerQuality .552 .146 .111 .193 -.165 -.559(*)

Canonical Discriminant Function Coefficients

Function

1 2 3 4 5 6

SerQuality .028 .044 .000 .017 -.031 -.064

BenforMoney .011 -.060 -.062 .063 .052 -.016

Netbusy -.008 .066 .033 .054 .062 -.003

Addnseravail .029 -.022 .036 -.053 .029 .078

Performance .023 -.059 .105 -.004 .029 -.038

Soundclarity .114 .167 -.045 .015 -.001 .053

(Constant) -6.064 -3.254 -3.586 -5.497 -2.508 -2.063



Functions at Group Centroids

Satlevel

Function

1 2 3 4 5 6

10.00 -3.736 -.816 .845 .022 .132 -.055

20.00 -2.639 .412 -.166 -.029 -.029 .064

30.00 -1.746 1.238 -.410 .580 -.093 -.247

40.00 -3.144 -.614 -.565 -2.069 -.807 -.332

50.00 .148 -1.396 -1.038 -.145 .653 -.053

60.00 1.995 -.942 -.108 .166 -.211 .016

70.00 3.327 .556 .203 -.105 .085 -.004

Unstandardized canonical discriminant functions evaluated at group means

Classification Results(a)

Satlevel

Predicted Group Membership

Total 10.00 20.00 30.00 40.00 50.00 60.00 70.00

Original

Count

10.00 18 2 0 2 0 0 0 22

20.00 8 41 10 8 1 0 0 68

30.00 1 0 9 0 0 0 0 10

40.00 0 1 0 1 0 0 0 2

50.00 1 0 0 0 6 2 0 9

60.00 0 1 1 0 3 35 4 44

70.00 0 2 0 0 0 8 49 59

% 10.00 81.8 9.1 .0 9.1 .0 .0 .0 100.0

20.00 11.8 60.3 14.7 11.8 1.5 .0 .0 100.0

30.00 10.0 .0 90.0 .0 .0 .0 .0 100.0

40.00 .0 50.0 .0 50.0 .0 .0 .0 100.0

50.00 11.1 .0 .0 .0 66.7 22.2 .0 100.0

60.00 .0 2.3 2.3 .0 6.8 79.5 9.1 100.0

70.00 .0 3.4 .0 .0 .0 13.6 83.1 100.0

a 74.3% of original grouped cases correctly classified.

4C.10. 5 Evaluation of output

Canonical Correlation Function 1 canonical correlation = 0.943 > 0.75, which is strong enough to

discriminant the factors

Whereas Function 2,Function 3,Function 4,Function 5, Function 6 values are

near or below 0.75 which is not strong enough to discriminant the factors



Wikis Lambda Function 1 wikis lambda = 0.035 near to 0 ( 0 < c < 0.5 ) which is strong

enough to discriminant the factors

Whereas Function 2,Function 3,Function 4,Function 5, Function 6 values are

near or above 0.5 which is not strong enough to discriminant the factors

*Significance Level Hence Function 1 is accepted.

It significance value = 0.000 < 0.05 and hence Function 1 is accepted

Canonical Coefficient Q,P,B,A,S, > 0.5 and hence are accepted.

Where as Pr & Pa < 0.5 and are discarded.

*Centroid Maximum Value of Sa = 3.327 Minimum Value Sa = - 3.736

Figure: 4.4

4C.10. 5 Discriminant equation [7]

Sa = C + F(X)

F (X) = 0.028 Q + 0.011 B - 0.08 N + 0.029 A + 0.023 P + 0.114 S

Sa = -6.064 + 0.028 Q + 0.011 B - 0.08 N + 0.029 A + 0.023 P + 0.114 S

Where, - 3.736 ≤ Sa ≤ - 0.934 ; Not Satisfied

Sa = - 0.934 < Sa < 0.831 ; Neutral

0.831 ≤ Sa ≤ 3.327 ; Satisfied

- 3.736 + 3.327 0

Not Satisfied Satisfied



4C.11 Interpretation of discriminant Analysis



customer.

Sa α 1/N



Sa α Q,B,N,A,P,S



overall satisfaction value.

It is the duty of product manager to maintain the Sa, value as close to 3.327

so that customers are highly satisfied.

4C.12 . *Cross Tabulation

Table: 4.5

Crosstab

Gender Total

20-25 26-30 31-35 36-45 above 45 below 20

Place East Ind Count 13 6 0 0 4 2 25

% within Place 52.0% 24.0% .0% .0% 16.0% 8.0% 100.0%

% within Gender 23.2% 26.1% .0% .0% 44.4% 22.2% 23.4%

North In Count 9 3 2 3 2 1 20

% within Place 45.0% 15.0% 10.0% 15.0% 10.0% 5.0% 100.0%

% within Gender 16.1% 13.0% 40.0% 60.0% 22.2% 11.1% 18.7%

South In Count 23 12 1 1 2 2 41

% within Place 56.1% 29.3% 2.4% 2.4% 4.9% 4.9% 100.0%

% within Gender 41.1% 52.2% 20.0% 20.0% 22.2% 22.2% 38.3%

West Ind Count 11 2 2 1 1 4 21

% within Place 52.4% 9.5% 9.5% 4.8% 4.8% 19.0% 100.0%

% within Gender 19.6% 8.7% 40.0% 20.0% 11.1% 44.4% 19.6%

Total Count 56 23 5 5 9 9 107

% within Place 52.3% 21.5% 4.7% 4.7% 8.4% 8.4% 100.0%

% within Gender 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%



Chart: 4.51

Table: 4.6

Crosstab

Age

Total Female Male

Place East Ind Count 8 17 25

% within Place 32.0% 68.0% 100.0%

% within Age 15.7% 30.4% 23.4%

North In Count 10 10 20

% within Place 50.0% 50.0% 100.0%

% within Age 19.6% 17.9% 18.7%

South In Count 19 22 41

% within Place 46.3% 53.7% 100.0%

% within Age 37.3% 39.3% 38.3%

West Ind Count 14 7 21

% within Place 66.7% 33.3% 100.0%

% within Age 27.5% 12.5% 19.6%

Total Count 51 56 107

% within Place 47.7% 52.3% 100.0%

% within Age 100.0% 100.0% 100.0%



Chart: 4.52

4C.13 Interpretation of discriminant Analysis

Most the people replied were from south India.

From north India male-female sex ratio were same where as for females

replies were from west India.

People had replied from all age groups based from all geographical locations

In east India no reply came from people in between age of 31-35

However most of the repelies came from the age group 20-25 followed by 25-

30.



Chapter - 5

Findings

5A Key findings from Analysis

Following are the top-6 factors that can be measured beforehand to get an idea

of customers satisfaction level.

1. Optimal Service Quality

2. Justified Value & benefit for Money,

3. Low traffic in network

4. Additional services like Internet,[GPRS], Downloads, Software uploads etc.,

5. High Performance,

6. High Quality sound clarity

In India 48% of population had used more than 5 [SIMS], which means that

people are very vulnerable to change due to factors such as better offers,

transfer of location etc.

For S: Clarity of Sound ,Pr: Price Rates ,Pa: Degree of problem Addressed by

Customer care ( Pa),B : Benefit for Money, N : Degree of network

remaining busy, Q : Service Quality ,P: Performance ,A: Degree of additional

service available ,Sa: Customer Satisfaction Level

*Regression Equation is

Sa = 3.293 + 0.195 Q + 0.104 B -0.124 N + 0.216 A + 0.143 P + 0.799 S

* Discriminant equation

Sa = -6.064 + 0.028 Q + 0.011 B - 0.08 N + 0.029 A + 0.023 P + 0.114 S

Where, - 3.736 ≤ Sa ≤ - 0.934 ; Not Satisfied - 0.934 < Sa < 0.831 ; Neutral 0.831 ≤ Sa ≤ 3.327 ; Satisfied





customer.

Sa α 1/N



Sa α Q,B,N,A,P,S



overall satisfaction value and will have at least 4 times more impact than

increasing any other factors.

Increase of S = 4 X ( increase in Q or A )

It is important to maintain the Sa, value as close to 3.327 so that customers are

highly satisfied.

[Note: findings based on objectives is mentioned in Appendix-C/ table:5.1]

Other parallel Findings

Airtel, Vodafone & Reliance are the market leaders. Airtel is ranked 1 with

market share of 19.6 % ,followed by Vodafone ranked 2 with 17.93 % share,

Reliance is 17.5% and is Ranked 3.

TATA, [BSNL] & IDEA are the market challenger and are trying to give tough

competition to leaders. TATA 12.65 % ,[BSNL] 10.75 % & IDEA is slightly less

with 9.9 %

Uninor , Spice, HFCL& [MTNL] are the followers with very less market share.

Uninor 1.89% ,SPICE, HFCL & [MTNL] has markets share less than 1%.

[MTNL] has *niche market targeting only Metro Politian cities. Spice is also

targeting only metro & Cosmo Politian cities in Southern India like Bangalore,

Chennai, Hyderabad



Maximum people (31%) rated Vodafone to be their favorite phone followed by

30% Airtel.

Majority of people ( 32%) rated Reliance as the operator they disliked the

most followed by 19% for [BSNL].

Maximum of people, around 78.56 % that is more than three- fourth of entire

population are using only prepaid [GSM] connections.

For Indians [STD] call rates matter more than local rates. Their first

preference while choosing a tariff plans is to look for reasonable [STD] call rates,

followed by Local rates, then [GPRS]/Internet rates & finally [SMS] rates

Choice of [SIM] is highly influenced by friends / Boy-friend or Girlfriends.

Most of the working people, 73% believes that their choice of any particular

[GSM] [SIM] service provider were not influenced by their current employer

but however 54.5 % of them had already opted to the prepaid service provided

by their company.

More than half of population that is 53% of people believe that choice of [GSM]

service is being influenced by Current Location.

88.23% of people feel that Dual SIM is useful though only 17.6% of them were

using Dual SIM.

Data used for analysis were 100% reliable.

5B Key findings from observations

Online survey , customer pool should be in large size than the number of

actual *sample size required, as hardly 15% of them reply back.

Working Professional feel easy to be contacted when they are not at work,

example in evening and on holidays they should be contacted in the morning as

in evening they are not available and busy with personal engagement.

Facebook wall post is the best means of getting back customer reply.

There is always missing data from customers which has to be addressed well.



5C *Null hypothesis Acceptance

Few *Null Hypothesis proposed earlier

Table: 5.1

S.no Hypothesis Correlation Result

Hypothesis : HA0

There is a positive correlation between customer satisfaction level (Sa) & quality of service (Q).

Positively correlated to as high as 83.1% Accepted

Hypothesis : HB0

There is a positive correlation between customer satisfaction level (Sa) & Performance of service (R).


Hypothesis : HC0

There is a negative correlation between customer satisfaction level (Sa) & price (P).

Weekly correlated to as low as 26.4% Rejected

Hypothesis : HD0

There is a positive correlation between customer satisfaction level (Sa) & Problem addressed by customers (P).

Weekly correlated to as low as 35.2%

Rejected

Hypothesis : HE0

There is a negative correlation between customer satisfaction level (Sa) & Network traffic (N).

Negatively correlated to as high as - 81.2%

Accepted



5D Findings on individual objectives proposed

Table: 5.2

[Sa: Customer Satisfaction Level; Q : Service Quality; B : Benefit for Money, N : Degree of network remaining busy, A: Degree of additional service available

P: Performance , S: ound Clarity ]



Chapter - 6

Recommendation

6A. Key Suggestions

Operational performance should be given the utmost priorities for

customers. Such as network capacity, internet speed & download capacity.

Sound clarity has the highest impact on satisfaction level and thus it has to

be given utmost preference as maintaining good sound quality will improve the

overall satisfaction value.

Spice, HFCL, Uninor should look for better promotion techniques such as

better price schemes & new market like 3G market or premium segment to

penetrate deeper into the market.

Reliance & [BSNL] should look at major loop holes where they are lacking as

customer rated them very poor, though they are the main market players in

India.

[GSM] mobile operators should come up with facility to easily switch to any

operators without changing the number as half of the people surveyed have

used more than 5 [GSM] Sims till date.

People rely more on postpaid than prepaid service, so operators should work

on how to promote pre-paid connection to higher extent and shouldgive

added advantage to post-paid service.

6B. Key Guidelines

Product manager should maintain Sa, value as close to 3.327 in discriminant

equation so that customers are highly satisfied.

Mobile operators should focus more on [STD] call rates rather than the local

rates tariff planes as survey said that people are concerened nore about STD

call rates.

Mobile handset Company should focus more on dual [SIM] mobile set as there

lies a big opportunity.



Mobile operators should use social networking site to spread word of mouth

as the results says people are highly influenced by Friends for choosing a

particular [GSM] service.

6C. Do’s & Don’ts

6C.1 Do’s

Company should only not focus on price as it is neither being listed in top

factors nor shows any correlation.

Keep option in survey form where customers can make a note of problem

they faced while filling the survey form.

Working Professional should be contacted when they are not at work,

example in evening and on holidays

Ideal time for conducting interview is evening 5:00 Pm to 8:00 Pm, Mon to

Thurs and 10:00 Am to 2:00 Pm on Sat and Sun.

Interview questions if urgent can be sent through mail but also assistance

should be given through phone before filling

Missing data from customers side should be replaced with *mean values.

6C.2 Don’ts

Do not target people for survey in exact number required, as many of them

would not reply back or fill wrong entries.

Do not make any alteration to survey form when survey has already

started, because such alteration may hamper past data.

Do not replace missing fields immediately, do it once survey is done

completely using Spss software.

Do not expect that number of people responding will increase with days,

both survey history says that the maximum number of people responded only

on first 3 days, later they needed reminder.



Chapter - 7

Conclusion

7A. Conclusion

Factors

Finally 6 important factors Optimal Service Quality, Justified Value & benefit

for Money, Low traffic in network, additional services like Internet, GPRS,

Downloads, Software uploads etc., High Performance & High Quality sound

clarity could pass all the statistical test & proved to be playing vital role in

measuring customer satisfaction.

Priorities

RanK:1 Sound Quality ( Highest Importance ),

Rank:2 Additional Service (Highly important),

Rank:3 Service Quality (Highly important),

Rank:4 Performance (important),

Rank:5 Network Traffic (important),

Rank:6 Benefit for Money (important)

Cause Affect Relationship

The regression equation proved to be as below. All above factors were

strongly corelated to satisfaction level and influenced customer post purchase

buying decision to great extent.

Sa = 3.293 + 0.195 Q + 0.104 B -0.124 N + 0.216 A + 0.143 P + 0.799 S





Chapter - 8

Learning Outcome

8A. Learning Outcome

I have understood that Satisfaction level of customer depends on a number of

parameters and some factors like price which was assumed to be one the most

important factor didn't correlate while analysis and was rejected, conveying

that actually market perception and consumer priorities may differ from what

we always assume to be right.

I have understood that in statistics nothing is exact and is completely based

on probability. It is not easy to predict the exact circumstances but can predict

the near values, where we can decide its reliability based on standard deviation.

I have derived equations and have understood the cause effect relationship

between various factors & satisfaction level and thus will help in

understanding the customer post purchase results before they purchase based

on features of factors identified.

I understood various statistical tools used , Spss operations and also how well it

can be used to conduct any similar analysis. It is very important to know step by

step approach for evaluating & deriving the results.

I understood that major players like Reliance, [BSNL] can gain a market share

although most of the customers weren't satisfied enough with them.

I understood the timings, proper circumstances based on respondents

occupation, gender & age that when, where & how to approach them to discuss,

fill survey forms or arrange an interview with them.



Chapter - 9

Scope for further Research

9A. Uncovered areas of Research

This research identifies, prioritize & derives a cause affect relationship in general.

This research doesn’t talk about how customer preference & satisfaction level

depend upon demographic factors like age, location, gender and how it differs

over different geography’s in India taking culture into account.

This research only focuses on top-6 factors , that doesn’t mean that this is an end

or only the factors responsible. There can be several more factors. Only 6 factors

were taken into account taking time of project into constraint.

It doesn’t mention how well customer can perceive each of those factors .

It doesn’t disclose how will marketers measure these factors to substitute the

values in the regression or discriminant equation[3].

9B. How to explore these new areas

*Cluster analysis & *cross tabulation can be used effectively to find out how

preference of these factors vary over geographical location, gender, age &

occupation.

To identify more factors for the same research , same process has to be

followed restricting it to larger number of factors needed.

Consumer behavioral research can be conducted through both *qualitative

research by *focus group method & *quantitative research by *cluster

analysis method to understand how effectively customer is able to perceive &

differentiate these factors from other brands.

Weighted Ranking table can be used to convert ratings into values that will

help marketers in measuring the factors and help in entering it in the derived

regression or discriminant equation.



9C. Future Scope

It will help in understanding the cultural, geographical & demographical

influence on consumer purchasing behavior of [GSM] service in India.

Marketers can efficiently design strategies based on customer’s history and can

offer them customized offers by integrating with [CRM] technology.

9D. Formulation of new objectives

Objective 1: To identify how various factors responsible for post purchase evaluation of [GSM] service would vary based on Age, Sex, Occupation & geographical location in India.

Objective 2: How well can customer perceive those identified service/product features while they opt to any [GSM] operator.

Objective 3: Whether customers are able to differentiate those factors among various brands and if yes, then to what extent in terms of probability.



APPENIDIX

APPENDIX NO Title Page No

APPENDIX-A.1 List of Respondents to Online Survey : Series ‘A’ – ‘F’ 128

APPENDIX-A.2 List of Respondents to Online Survey : Series ‘G’ – ‘P’ 129

APPENDIX-A.3 List of Respondents to Online Survey : Series ‘P’ – ‘S’ 130

APPENDIX-A.4 List of Respondents to Online Survey : Series ‘S’ – ‘Z’ 131

APPENDIX- B Respondent Survey Facts 132

APPENDIX-C Objectives Proposed and Final Outcome 133

APPENDIX-D Null hypothesis acceptance results 134

APPENDIX-E Customer Survey Response Pattern 135

APPENDIX-F.1 Customer Priority Matrix 136

APPENDIX-F.2 Market Share 136

APPENDIX-G Customer facts 137

APPENDIX-H.1 Multiple Regression linear Equations 138

APPENDIX-H.2 Discriminant equation 138

APPENDIX-I.1 Question distribution based on objectives 139

APPENDIX-I.1 Question distribution based on analysis tool 139



APPENDIX-A

A.1 List of Respondents to Online Survey : Series ‘A’ – ‘F’

Female

Male

S.no Name Gender Current Place

1 Aarti Goswami Female Bangalore

2 Abhijeet Kumar Male Hyderabad

3 Aditya Narayan Patra Male Goa

4 Alekhya Mohanty Female Pune

5 Anandi Mishra Female Delhi

6 Anannya Bohidar Female Delhi

7 Ananta Shit Male Bankura

8 Anupriya Verma Female Bangalore

9 Arnab Kumar Roy Male Bangalore

10 Atul Kumar Male Mumbai

11 Avik Dhar Male Bangalore

12 Barsha Kar Female Bangalore

13 Bhavya Janardhan Female Bangalore

14 Biswajit Sahoo Male Bhubhaneswar

15 Chandradeep Bhattacharya Male Bangalore

16 Deviprasanna Swain Male Rourkela

17 Dilip Kumar Choudhary Male Ranchi

18 Dinesh Kumar Dash Male Jharsuguda

19 Faraaz Hasnain Male Bangalore



APPENDIX-A

A.2 List of Respondents to Online Survey Series ‘G’ – ‘P’

S.no Name Gender Current Place 21 Gautam Kumar Sahu Male Bangalore

22 Gurdeep Kaur Female Rourkela

23 Gyaneshree Acharya Female Chennai

24 Hanuman Kumar Jha Male Noida

25 Irfan Habib Male Bangalore

26 Jasmeet Kaur Female Rourkela

27 Jyotsana Padhi Female Bhubhaneswar

28 K Samit Kumar Patra Male Bangalore

29 Kalpana Subhashree Female Patna

30 Kasturi Kumari Female Bangalore

31 Kavita Tiwari Female Pune

32 Kiran Varghese Jacob Male Hyderabad

33 Kumar Roshan Male ( Abroad)

34 Kusum Singh Female Rourkela

35 Laxman P Rao Male Bangalore

36 Lilashree Dey Female Mumbai

37 Manish Bhardwaj Male Mumbai

38 Manish Kumar Arya Male Bangalore

39 Manisha Padhi Female Rourkela

40 Md.Aminul Haque Male Jamshedpur

41 Meghna Patel Female Bhubhaneswar

42 Moitreyi Sen Female Rourkela

43 Mrinal Madhukar Male Bhubhaneswar

44 Nisha Agarwal Female Bangalore

45 Nitesh Tripathi Male Goa

46 P Maheswari Jain Female Bangalore

47 P. Prashanth Reddy Male Bangalore

48 Pallavi Sengupta Female Kolkata

49 Pooja Kumari Female Rourkela

50 Pragyan Pattnaik Female Kolkata



APPENDIX-A

A.3 List of Respondents to Online Survey : Series ‘P’ – ‘S’

S.no Name Gender Current Place 51 Prajuktisama Dasgupta Female Bangalore

52 Prashant Sinha Male Bangalore

53 Pratik Behera Male Bangalore

54 Prayag Pratishriti Majhi Female Bhubhaneswar

55 Priya Mishra Female Rourkela

56 Priyanaka Sharda Male Surat

57 Priyank Gupta Male Bangalore

58 Puja Biswal Female Bangalore

59 R.Kumar Male Rourkela

60 Ragini Yadav Female Rourkela

61 Rajendra Kumar Panda Male Hyderabad

62 Ramanathan.K Male Bangalore

63 Ranjit Dash Male Bangalore

64 Ravi Prajapati Male Rourkela

65 Rituparna Dutta Female Bangalore

66 Rohan Prasad Male Pune

67 Runa Mohanty Female Bangalore

68 Russikant Behera Male Bangalore

69 Sagarika Das Female Bangalore

70 Saina Parveen Female Pune

71 Sandeep Almiya Male Bangalore

72 Sandeep Pujari Male Ranchi

73 Sangya Patro Female Gurgaon

74 Santosh Rohit Male Surat

75 Sarmistha Jena Female Bangalore

76 Saswat Mishra Male Bhubhaneswar

77 Saumya Shukla Female Bangalore

78 Saurav Kant Prasad Male Bangalore

79 Saurav Mohanty Male Bangalore



APPENDIX-A

A.4 List of Respondents to Online Survey : Series ‘S’ – ‘Z’

80 Shree Mishra Female Bhubhaneswar

81 Siddhartha Shit Male Bankura

82 Sneha Das Female Bangalore

83 Sneha Sahoo Female Hyderabad

84 Somprada Kumari Female Bangalore

85 Subhadeep Bayer Male Kolkata

86 Subhra Kanta Mishra Male Ahmedabad

87 Sudeshna Dash Female Rourkela

88 Sulekha Thappa Female Bangalore

89 Sumana Gosh Female Bangalore

90 Sumitra Ray Female Bangalore

91 Sunam Pal Male Bangalore

92 Sunidhi Tiwari Female Hyderabad

93 Sunil Kargupta Male Rourkela

94 Sushree Santwana Dalai Female Hyderabad

95 Talha Mushtaque Male Jamshedpur

96 Tanisha Sinha Female Hyderabad

97 Tanmoy Mishra Male Bangalore

98 Trisha Sahoo Female Kolkata

99 Udaychand Pal Male Rourkela

100 Ujjawal Kumar Male Bangalore

101 Urvashi Das Female Pune

102 Vandana Thakur Female Rourkela

103 Vinyith Sisinty Male Bangalore

104 Vishal Chand Gothiya Male Rourkela

105 Vishal Janendra Male Bangalore

106 Vishal Somnath Male Pune

107 Zishan Ali Male Rourkela



APPENDIX-B

B.1 Respondent Survey Facts



APPENDIX- C

C.1 Objectives Proposed and Final Outcome





APPENDIX- D

D.1 Null hypothesis acceptance results

S.no Hypothesis Correlation Result

Hypothesis : HA0

There is a positive correlation between customer satisfaction level (Sa) & quality of service (Q).


Hypothesis : HB0

There is a positive correlation between customer satisfaction level (Sa) & Performance of service (R).

Positively correlated to as high as 84.5%

Accepted

Hypothesis : HC0

There is a negative correlation between customer satisfaction level (Sa) & price (P).

Weekly correlated to low as 26.4%

Rejected

Hypothesis : HD0

There is a positive correlation between customer satisfaction level (Sa) & Problem addressed by customers (P).

Weekly correlated to low as 35.2%

Rejected

Hypothesis : HE0

There is a negative correlation between customer satisfaction level (Sa) & Network traffic (N).

Negatively correlated to as high as - 81.2%

Accepted



APPENDIX - E

E.1 Customer Survey Response Pattern

0 2 4 6 8 10 12 14

Day 1

Day 2

Day 3

Day 4

Phase-1 Survey : Number of Response

0

5

10

15

20

25

30

Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 Day 8 Day 9 Day 10 Day 11

Phase-3 Survey: Number of Response



APPENDIX - F

F.1 Customer Priority Matrix

ATTRIBUTES PRIORITY RANK PRIORITY %

1.Reasonable Price rates 1 15.74074074

2.Network Traffic 2 14.81481481

3.Additional Service 2 14.81481481

4.Service Quality 3 12.96296296

5.Performance 4 11.11111111

6.Benefit for Money 5 10.18518519

7.Sound Clarity 5 10.18518519

8.Problems addressed by customer care 5 10.18518519

F.2 Market Share

AIRTEL 19%

VODAFONE 18%

RELIANCE 17%

TATA 13%

BSNL 11%

IDEA 10%

AIRCEL 6%

UNINOR 2%

SPICE 1%

MTNL 0%

HFCL 0%

Other 3% Market Share



APPENDIX - G

G.1 Customer facts

70.58 %

82.35 %

88.23 %

47.05 %

STD: less than 60 P/ Min

Local: Less than 60 P/Min

SMS: Less than 50 P / Min

Not aware of Roaming charges

% of peole using

GPRS Internet Ringtone ApplicationDowload

64.7 % 58.8 %

29.4 % 41.11 %

% of people using following service



APPENDIX - H \

H.1 Multiple Regression linear Equations

Sa = C + F(X)

C = 3.293

F(X) = 0.195 Q + 0.104 B - 0.124 N + 0.216 A + 0.143 P + 0.799 S

Sa = 3.293 + 0.195 Q + 0.104 B -0.124 N + 0.216 A + 0.143 P + 0.799 S

H.2 Discriminant equation

Centroid Values

Sa = C + F(X)

F (X) = 0.028 Q + 0.011 B - 0.08 N + 0.029 A + 0.023 P + 0.114 S

Sa = -6.064 + 0.028 Q + 0.011 B - 0.08 N + 0.029 A + 0.023 P + 0.114 S

Where, - 3.736 ≤ Sa ≤ - 0.934 ; Not Satisfied

Sa = - 0.934 < Sa < 0.831 ; Neutral

0.831 ≤ Sa ≤ 3.327 ; Satisfied

- 3.736 + 3.327 0

Not Satisfied Satisfied



APPENDIX - I \

I.1 Question distribution based on objectives

Objective No Purpose Question No

OBJECTIVE-1 To identify the factors that constitutes

customer satisfaction Phase: 1

Question Number 8

OBJECTIVE-2 To find out how the factors are related to customer satisfaction before using

statistical used.


OBJECTIVE-3 To find out cause-effect (X-Y)

relationship between factors & customer satisfaction level.

Phase: 3 Question Number

5A,5B,6A,6B,7A,7C

I.2 Question distribution based on analysis tool

Analysis Tool Question number Regression Analysis Phase:3 Q. 5A,5B,6A,6B

Discriminant Analysis Phase:3 Q. 5A,5B,6A,6B

Correlation Analysis Phase:3 Q. 5A,5B,6A,6B

Reliability Test Phase:3 Q. 5A,5B,6A,6B,7A,7C

Descriptive Statistics Phase:3 Q. 5A,5B,6A,6B,7A,7C

Ranking Table Phase 1: Q8

Graphical Analysis

Phase 1: Q 2,3,4A,7,9,10,11 Phase 3: Q2,3,4,5,5A,5B,6,6A,6B,7,7A,7B,,8,9

Percentage Analysis Phase 2: Q A,B,C,D Phase :3 Q 4

Central tendencies (Mean) Phase 2: Q E1,E2,E3,E4,

Qualitative Analysis Phase 2: Q F, G



ABBREVIATIONS

Alphabet Series : ‘A’, ’B’, ’C’, ’F’, ’G’, ’I’, M’, ’N’, ’R’, ’S’, ’T’, ’V’, ’W’

Source [46]: http://www.abbreviations.com/acronyms/TELECOM.html

http://www.abbreviations.com/acronyms/TELECOM



Abbreviation

[3G] : Third Generation

[ADAG]: Anil Dhirubhai Ambani Group

[AT&T]: American Telecom and Telegraph

[BB] : Broad Band

[BSNL] : Bharat Sanchar Nigam Limited

[CDMA] : Code Division Multiple Access

[CRM] : Customer Relationship management

[FCC] : Federal Communications Commission

[FDI]: Foreign direct investment

[FDMA] : Frequency Division Multiple Access

[GDP] : Gross Domestic Product

[GPRS]: General packet radio service

[GPS] : Global Positioning System

[GSM]: Global System for Mobile Communication

[IT] : Information Technology

[ICT]: Information and communications technology

[IP] : Internet Protocol

[IPTV]: Internet Protocol television

[ISD] : International Subscriber Dialing

[ISDN]: Integrated service digital network

[MBPS]: Megati Nit per sec

[MMS] : Multimedia Message service

Source [46]: http://www.abbreviations.com/acronyms/TELECOM.html

[MNP]: Mobile Number Portability

[MPLS]: Multiprotocol Label Switching

[MTNL] : Mahanagar Telephone Nigam Limited

[MVNO] : Mobile virtual network operator

[NTP] : New Telecom Policy

[NTT] : Nippon Telegraph and Telephone

[RFID] : Radio-frequency identification

[RTL] : Reliance Telecom Ltd

[SMS] : Short Message service

[STD] : Standard Trunk Dialing

[TDMA] : Time Division Multiple Access

[TDSAT]: Telecom Disputes settlement and Appellate Tribunal

[TRAI] : Telecom Regulatory Authority of India

[TTSL] : Tata Teleservices Limited

[VoIP]:Voice over Internet Protocol

[VPN]: virtual private networks

[VRFs]: (Virtual Routing/Forwarding)

[VSAT]: Virtual Satellite

[VSNL] : Videsh Sanchar Nigam Limited

[Wimax] : Worldwide Interoperability for Microwave Access

Series ‘A’ – ‘M’ Series ‘M’ – ‘W’

http://www.abbreviations.com/acronyms/TELECOM



Glossary

Source [47]: http://www.marketresearchterms.com/xyz.php

GLOSSARY NO Title Page No

Glossary G.1 Alphabet Series ‘ A ’ – ‘ F ’ 143

Glossary G.2 Alphabet Series ‘ G ’ – ‘ P’ 144

Glossary G.3 Alphabet Series ‘ P ’ – ‘ S ’ 145

Glossary G.4 Alphabet Series ‘ S ’ – ‘ Z ’ 146

http://www.marketresearchterms.com/xyz.php



Glossary: G1 Series ‘A’ – ‘D’

* Alternative Hypothesis: A statement of what a statistical hypothesis test is set up to establish. The test result is communicated by rejecting the null hypothesis in favor of the alternative hypothesis .

* Analysis of Variance (ANOVA): A statistical method establishing the existence of a difference between several sample means.

* Autocorrelation: The same variable is observed over time. The observations produce different values which are correlated.

* Causal Research: Research that attempts to explain the relationship between two variables (if A cause s B to occur).

* Centroid: Points on a map that indicate the center of the 260,000 block groups and enumeration districts that exist in the United States.

* Cluster Analysis: A statistical technique that helps in determining which category individuals of a population belong to.

* Confidence Level: A probability that is used to determine, with confidence, that the true population value is represented in the statistical distribution.

* Correlation Analysis: A statistical technique that helps in determining the strength of the relationship between variables.

* Cross-Tabulation: A process used to analyze data that attempts to better understand the results of a survey by comparing the answers of one question to the way each respondent answered one or more questions on the rest of the survey.

* Dependent Variable: A concept that's value changes as an independent variable changes. Statistics are used to explain the strength of the relationship between the two variables. Can also be called a criterion variable.

* Discriminant Analysis: A technique used to understand a set of independent variables and their ability to predict outcomes of dependent variables.

A

C

D



Glossary: G2 Series ‘F’ – ‘N’ *F-Test: A statistical probability test measuring a calculated value’s ability to occur due to chance.

* Focus Group: A marketing research technique for qualitative data that involves a small group of people (6-10) that share a common set characteristics (demographics, attitudes, etc.) and participate in a discussion of predetermined topics led by a moderator

* Independent Variable: A variable that is controlled or manipulated by the researcher.

* Interval Scale: Ordinal scale with the additional property that the distance between observations is meaningful. An example would be the temperature.

* Mean: An average found by summing all observations then dividing the total number of observations.

* Median: A specific observation found directly in the middle of a numerically sorted list.

* Mode: In statistics, the data that occurs the most frequently. On a frequency curve, the mode would appear at the peak.

* Multiple Regression Analysis: Statistical procedure identifying the relationship between two or more independent variables in an effort to identify patterns within the relationship.

* Mutually Exclusive: This implies that if events (E1,E2,E3,E4) are mutually exclusive and event E2 occur then no events of (E1,E3,E4) did occur at that time.

* Niche Marketing: Marketing a product to a small and well-defined segment.

* Nominal Scale: A measurement scale identifying variable categories. For example, male/female, user/nonuser.

* Non-Probability Sample: A sample of the population chosen by the investigator rather than by using probability to choose the participants. By doing this, a true representative cross section of the population is foregone.

* Null Hypothesis: Initial assumption made with a statement that is being tested with a significance test.

F

I

M

N



Glossary: G3 Series ‘O’ – ‘R’

* Ordinal Scale: A scale that allows categories to be ranked in order from smallest to largest-even though the space between two categories is insignificant. Responses might be excellent, good, fair, and poor.

* Outlier: This data is uncharacteristic of the normal distribution. It is common for this data to be removed from the results in order to prevent skewing of the means or averages.

* Population: The entire set of subjects that an experiment is attempting to identify.

* Primary Research: Research conducted in search of new data to solve a marketing information discrepancy.

* Probability Sample: Each element in the population has a known nonzero probability of being selected for inclusion in a study. Also called random sampling.

* Qualitative Research: Research conducted that cannot be quantified or analyzed quantitatively. Qualitative data requires subjective analysis as it is not collected empirically.

* Quantitative Research: Research performed in search of empirical evaluations explaining consumer attitudes, behavior, and/or performance.

* Quartiles: The four quarters in an observation distribution that each identify 25% of the observations.

* Questionnaire: A group of carefully worded questions that, with consumer responses, would aid researchers in achieving necessary data to fulfill research objectives.

* Range: The spread of data, from the lowest variable to the highest variable.

* Ratio Scale: A response scale for a survey or questionnaire that categorizes responses ranking them from smallest to largest and has a consistent range between each of the category choices.

* Reliability: A consistent method that often yields the same results each time that it is measured.

O

P

Q

R



Glossary G4 : Series ‘ S ’ – ‘ Z ’

* Sample: A group that is selected to study as a representative of the true

* Sample Population: The description of the characteristics that define a particular population.

* Sample Size: Number of sample units to be included in the sample.

* Scale: A technique used for participants to measure an object based on set characteristics. Scales are close-ended questions that require one of the offered responses as the respondent’s answer.

* Secondary Research: The analysis of research that had been collected at an earlier time (for reasons unrelated to the current project) that can be applied to a study in progress.

* Skewed: A weighted distribution that is not symmetrical which results in having one tail longer than the other on a frequency curve.

* Standard Deviation: A measure of dispersion that is found mathematically by the positive square root of the average squared difference between the mean and the sample or population values.

* Standard Error: The error between the mean and the actual value as defined by the standard deviation. Standard error can also be found by taking the square root of the variance.

* T-Test: A statistically hypothesis test that is based on a single mean when the sample size is not large enough to use the Z-test.

* Variable: A quantity with an assigned value that may change during research.

* Variance: Variance measures the dispersion of a variable about its mean.

* Z-Test: A statistical test used in inference determining if the difference between a sample mean and the population mean is large enough to be statistically significant.

S

T

V

Z



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References R.2 . Journal/Articles/Tutorials/Manuals 149

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References R.6 Website search Links 153

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19. http://www.cci.in/pdf/surveys_reports/indias_telecom_sector.pdf

20. http://www.mckinsey.com/mgi/reports/pdfs/india/Telecom.pdf

21. http://siteresources.worldbank.org/INTRANETTRADE/Resources/Singh.pdf

22. http://www.nishithdesai.com/Research-Papers/Opening-netTelephony.pdf

23. http://www.ectel.int/pdf/currentpublications/a94reports/Annual%20Telecoms.pdf



http://www.emeraldinsight.com/case_studies.htm?issn=2045-0621&%20articleid=%201917184&show=abstract

http://www.emeraldinsight.com/case_studies.htm?issn=2045-0621&%20articleid=%201917184&show=abstract

http://www.emeraldinsight.com/books.htm?issn=1474-7979&%20volume=22&chapterid=1947689&show=abstract

http://www.emeraldinsight.com/books.htm?issn=1474-7979&%20volume=22&chapterid=1947689&show=abstract

http://www.mobilemondaybelfast.org/wp-content/uploads/2010/10/MoMoBelfast_%20Telecom_IndiaMobile_25Oct10.pdf

http://www.mobilemondaybelfast.org/wp-content/uploads/2010/10/MoMoBelfast_%20Telecom_IndiaMobile_25Oct10.pdf

http://www.cci.in/pdf/surveys_reports/indias_telecom_sector.pdf

http://www.mckinsey.com/mgi/reports/pdfs/india/Telecom.pdf

http://siteresources.worldbank.org/INTRANETTRADE/Resources/Singh.pdf

http://www.nishithdesai.com/Research-Papers/Opening-netTelephony.pdf

http://www.ectel.int/pdf/currentpublications/a94reports/Annual%20Telecoms.pdf



References


24. http://www.itu.int/dms_pub/itu-s/opb/conf/S-CONF-AREP-2009-PDF-E.pdf

25. http://www.airtel.in/

26. http://www.vodafone.in

27. http://www.bsnl.co.in

28. http://www.mtnl.net.in

29. http://www.minacs.adityabirla.com/Aboutus.aspx

30. http://telecomblogs.in/?p=776

31. http://telecomblogs.in/wp-content/uploads/+2010/04/6.jpg

32. http://www.3g.co.uk/PR/Dec2005/2388.htm

33. http://www.3g.co.uk/PR/Dec2005/2389.htm

34. http://www.trai.com/2288.htm

35. http://www.emeraldinsight.com/journals.htm?issn=0263-577&volume=111

36. http://www.cci.in/pdf/surveys_reports/indias_telecom_sector.pdf

37. http://www.trai.gov.in/annualreport/TRAIAR2008_09E_Add.pdf

38. http://www.trai.gov.in/annualreport

39. http://stattrek.com/ap-statistics-1/regression-example.aspx

40. http://spiff.rit.edu/richmond/baseball/order/correlation_example.html

41. http://en.wikipedia.org/wiki/Discriminant.htm

42. http://www.mathstool.com/stats/regresion=12

43. http://www.probabilitytool.com/binomial/sample/ds.ht

44. http://www.yahoosearch.com

45. http://www.google/images.com

46. http://www.abbreviations.com/acronyms/TELECOM.html

http://www.itu.int/dms_pub/itu-s/opb/conf/S-CONF-AREP-2009-PDF-E.pdf

http://www.airtel.in/

http://www.vodafone.in/

http://www.bsnl.co.in/

http://www.mtnl.net.in/

http://www.minacs.adityabirla.com/Aboutus.aspx

http://telecomblogs.in/wp-content/uploads/+2010/04/6.jpg

http://www.3g.co.uk/PR/Dec2005/2388.htm

http://www.3g.co.uk/PR/Dec2005/2389.htm

http://www.trai.com/2288.htm

http://www.cci.in/pdf/surveys_reports/indias_telecom_sector.pdf

http://www.trai.gov.in/annualreport/TRAIAR2008_09E_Add.pdf

http://stattrek.com/ap-statistics-1/regression-example.aspx

http://spiff.rit.edu/richmond/baseball/order/correlation_example.html

http://en.wikipedia.org/wiki/Discriminant

http://www.mathstool.com/stats/regresion=12

http://www.probabilitytool.com/binomial/sample/ds.ht

http://www.yahoosearch.com/

http://www.google/images.com

http://www.abbreviations.com/acronyms/TELECOM.html




47. http://www.marketresearchterms.com/xyz.php

48. http://www.gobroadband.in

49. http://www.dbresearch.in

50. http://www.reliancesmart.in

51. http://www.loopmobile.in

52. http://www.stelindia.in

53. http://www.spiceindia.in

54. http://www.aircel.in

55. http://www.uninor.com

56. http://www.oneindia.in

http://www.marketresearchterms.com/xyz.php

http://www.gobroadband.in/

http://www.dbresearch.in/

http://www.reliancesmart.in/

http://www.loopmobile.in/

http://www.stelindia.in/

http://www.spiceindia.in/

http://www.aircel.in/

http://www.uninor.com/

http://www.oneindia.in/

Market Research Report

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