1. INTRODUCTION
In today’s intensely competitive, rapidly changing and highly complex
environment characterize by diminishing customer loyalty, the need to be
market –focused and customer centric is more critical than any other time in
past. It is highly imperative for every organization to retain and use valuable
information about their customer to enhance their business strategies and
product and service offerings. Today, the key focus area of much organization
is identification of a link between customer satisfaction and performance.
However, satisfaction as the confirmation of expectation has started to be
conceptualizing almost as a threshold for customers. The delivery of
satisfaction is the minimum the customer expects.
This project is totally focusing on the consumer preferences
towards different sales promotion techniques means which sales promotion
technique is mostly preferred by the customer in the city of Indore (Madhya
Pradesh). As the sales promotion techniques are used for the marketing of the
product so the research has done in the area of marketing.
Today every firm is facing the situation of cut throat competition.
So it becomes very important for every firm to promote its product otherwise
it cannot survive in the market. These techniques are used in the marketing of
product in the last stage which is called retailing.
The customers are very important and play a crucial role in any process of
marketing. Today, customers are the kings of the market because the
customer loyalty and customer preference are built by the products and the
services offered to the customers and they seek for the more benefits and
money’s worth for the amount they spend. That is where the concept of
customer preference and consumer behavior comes because the customers
make the marketers to rethink about designing the products and services.
They have to think about the market segmentation, market strategies,
consumer behavior, consumer’s tastes, consumer’s lifestyle etc also. Many
marketers are smart enough to understand consumers’ needs, wants and
demands and perform beyond their expectations i.e. they delight them. It

2. provides them growth, profitability and creativity with lot of inventions.
A STUDY ON CUSTOMER SATISFACTION FOR BSNL
PRODUCTS AND SERVICES
Primary Objective
A study on customer satisfaction for bsnl products and services and its role in
building brand equity for the company
Secondary objective
 To ascertain the Customers preferences of Land line and Mobile Services.
 To ascertain the Customers Satisfaction level for Mobile services as well as
Land line Services.
 To analyze the Customer opinion and satisfaction with specific reference to
BSNL.
 suggest some guidelines to BSNL in order to provide better focused
To
services.
 To determine the status of brand awareness and brand loyalty in order to
conclude
about brand equity.
 To learn about the brand attributes and their preferences in BSNL.
SCOPE OF THE STUDY
This research study is useful for BSNL to understand the expectations and
requirements
for Customers and can serve them in a better way.

3. DETAILS OF COMPANY
1 Particulars of organisation
Incorporated on 15.9.2000, vide Registration No. 55-107739, dated the 15th
September, 2000
and became entitled to commence business with effect from 19th September,
2000.
2 Date of incorporation:
The Company (BSNL) took over the .business of providing telecom services and
network
management throughout the country except the metro cities of Delhi and
Mumbai of the
erstwhile service providing departments of the Govt. of India, i.e., the
Departments of
Telecom Services and Telecom Operations i.e. 1.10.2000 pursuant to an MoU
signed
between the BSNL and the Govt. of India.
3 Type of company
Government Company under Section 617 of the Companies Act, 1956.
4 Administrative ministry
Govt. of India, Ministry of Communication and Information Technology,
Department of Telecommunications.

4. 5 Objectives of the company
As set out in the objects clause of the Company’s Memorandum of Association.
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, GSM Mobile, Internet, Broadband, Carrier service, MPLS-VPN, VSAT,
VoIPservices, IN Services etc. Presently it is one of the largest & leading public
sector units in India.
 To be a lead Telecom services provider.
 Build customers confi dence through quality and reliable services.
 Provide bandwidth on demand.
 Contribute towards:
o National plan target of 10 crore subscriber base for the country by 2010
o Broadband customers base of 20 million in the country by 2010
o Telephone in all villages.
o Implementation of Triple play as a regular commercial proposition.
Research Methodology:
DATA SOURCE:
In this study Primary data and secondary data have been used. Secondary data
have been collected from Internet.
RESEARCH APPROACH:
Primary data have been collected through surveys. Personal interview
technique has been used for conducting the survey. Data collection has been
done through the use of structured questionnaire
Methods used in Primary data collection are-
1. Observation method
2. Personal interview
3. Telephone interviews
4. Mail survey
5. Questionnaire method
Methods used in secondary data collection-

5. Secondary data can be obtained from internal sources as well as external
sources.
Internal sources-
1. Sales record
2. Marketing activity
3. cost information
4. distributor report
5. customer feedback
External sources-
1. Government publications
2. journals
3. publication of trade association
4. books
5. magazines
6. newspapers
7. Annual reports
8. research reports
9. Internet
Data collection Techniques Used in Research-
Primary data collection Technique
1. Personal interview
2. Questionnaire method
The widely used method especially in case of surveys. It is used to obtain
objective & qualitative data. The list of questions is sent to different units of
population to get their response to obtain standardised result that is tabulated
& treated statistically to reach at particular solution
BSNL CUSTOMER SATISFACTION
Internal sources-
1. Marketing activity

6. 2. Distributor feedback
3. Customer feedback
External sources-
1. Books
2. Magazines
3. Newspapers
4. Internet-
Data presentation
After data collection, the role of survey is classification & tabulation of data.
Data is classified in tabulated form for sake of effectiveness. This tabulated
data is then presented in graphical & diagrammatic forms like bar diagram,
column diagram ,pie charts....
Development of hypothesis
Hypothesis is generally considered as the principle instrument in the research
process.
The basic aim of the development of the research hypothesis is to study the
information in the present and then analyse the flows in it and rectify the
situation to gain the advantage in future. Hypothesis made generally enables
the researcher to analyse the population parameters.
A hypothesis is a proposition that attempts to explain a set of facts in a unified
way. It generally forms the basis of experiments designed to establish its
plausibility. Simplicity, elegance, and consistency with previously established
hypotheses or laws are also major factors in determining the acceptance of a
hypothesis. Though a hypothesis can never be proven true (in fact, hypotheses
generally leave some facts unexplained), it can sometimes be verified beyond
reasonable doubt in the context of a particular theoretical approach. A
scientific law is a hypothesis that is assumed to be universally true.
The hypothesis defined must have following characteristics
1. It must be clear and precise
2. It must be capable of being tested
3. It must state the relationship between variable
4. Hypothesis must have limited scope and must be specific
5. It should be simple and understandable and must not have any ambiguity
6. Hypothesis must be consistent with the known facts
7. It must be in accordance with the time allotted for carrying out the research

7. Analysis of data
Analysis of the data is carried out after classifying the given data and
presenting it in to various forms as discussed above.
The analysis is carried out by defining the suitable hypothesis and applying
various statistical tools as listed below
1. Chi-square test
2. T-test
3. F-test
4. Z-test
5. ANOVA.
The test is applied as per the requirement of the research and the nature of
the data collected.
The data is collected in qualitative and Quantitative form. The table values are
compared with the calculated value to arrive at the conclusion. And based on
these conclusion the various recommendations are drawn.
Study on customers Satisfaction:
Designed Questionnaire
Bharat Sanchar Nigam Ltd
Name : - _______________________________________
Age____________________
Gender:-
Male Female
Occupation: -
______________________________________________________________+
1. Are you aware of BSNL Services?
Yes No
2. Which of the following Landline Services you are using currently
a. BSNL b. Tata Indicom c. Reliance d. Airtel.
e. Any other please mention.
3. How familiar are you with BSNL Services
a. Very familiar (use on regular basis).
b. Some what familiar (use it only some times).
c. Familiar but never used it.
d. Never heard of service before.

8. 4. Rate the Performance of BSNL
1 2 3 4 5 6 7 8 9 10
Very Poor Excellent
5. Do you find difficulty in "Consumer service Centres" of BSNL
Yes No
6. Have you asked For duplicate Telephone bills when the original bill is not
received
Yes No
7. How frequently do you wait in queue for your query
Mostly Rarely Never
Yes No
9. Rate the BSNL on the following grounds
Excellent Good SatisfactorY Poor Very Poor
BRAND
Excellent Good Satisfactor
y Poor Very
Poor
Quality
Affordability
Availability
Services
10. Do you use any other services if yes then compare them on the basis of
following parameters BSNL
Excellent
Good
SatisfactorY
Poor
Very Poor
11. How satisfied are you with the Tariff plan of BSNL
a. Highly satisfied b. satisfied c. Neutral d. dissatisfied

9. e. Highly dissatisfied
9. How satisfied are you with the network of BSNL
a. Highly satisfied b. satisfied c. Neutral d. dissatisfied
e. Highly dissatisfied
12. How satisfied are you with the cost of BSNL
a. Highly satisfied b. satisfied c. Neutral d. dissatisfied
e. Highly dissatisfied
13. Rate the last three services that are provided at BSNL Service centre Other
Excl
Good
Satisfactory
Poor
Very Poor
14. How long are you using the BSNLservices?
Less than 1 year 1 - 3 year 3 - 5 year
5 - 10 year More than 10 year
15. How do you recommend BSNL services to others
1 2 3 4 5 6 7 8 9 10
16. Rate the treatment given at the BSNL Customer Service Centre
1 2 3 4 5 6 7 8 9 10
Very Poor Excellent
17. Rate the BSNL service Centre as far as organizing is concerned (Layout of
the Service
Centre )
1 2 3 4 5 6 7 8 9 10
18. Compared with others would you say that BSNL is
a. Much better b. Some what better c. About the same
d. Some what worse. e. Done to know (or) Never used.

10. SUGGESTIONS
➢ From the research study, it has been found out that the Customers are very
particular about the Quality of the Telecom services and hence they want BSNL
to increase the Quality of BSNL services by providing the Customers with some
Value added services (Plans & schemes).
➢ BSNL may also introduce some sales promotion such as cash discounts;
Quality discounts hence the promotional activities would further strengthen
the market share of the Company.
➢ It seems that audio visual advertising specially new advertises of BSNL on
television plays an important role to come in focus in front of customers, while
outdoor adds like on state transport buses, banners while in case of print
advertising in newspapers also shows good response from customer. So
company can strengthen its presence by Focussing on such types of
advertisements.
➢ Basic strength for BSNL is Availability and trust of the customer on the same
platform company should make efforts to be in leadership position because
Telecom sector today is very competitive due to presence of strong players &
entry of new players.
➢ Company can also promote performance of Franchisee’s by giving good
profit margin on sale of products & services which will be helpful to increase
sale as distributor & retailers are close to end customer &they are well aware
of customer’s requirements & expectations.
➢ BSNL service in the respected area always seems to be successful in winning

11. customers trust by providing good service on the same platform company can
grab more market by providing some Value added services, schemes, plans in
rural areas.
Because all the private players are capturing market on the basis of Value
added services & affordability.
➢ BSNL SIM cards should be made available in retailer shop, because after
study it found that when customer want to purchase BSNL SIM then he/she
have to approach BSNL exchange in the area.
➢ Sometime customers have to wait for some days on application for service
but private players provides service on the same day of application, so efforts
should be made to provide service within a day. Because the extensive time lag
between submission of application and receiving of a telephone connection
had made some respondents switch over to other service providers.
➢ College going students and also some professionals switch to other services
due to attractive plans of private players. The attractive plans are like free calls
& mobileinternet played an important role to grab market so BSNL should
focus on such plans to attract the customers.
➢ Today most of the customers are using mobile internet (GPRS/WAP/MMS).
But BSNL is not strong in such plans to attract the customers due to low
internet speed & more charges compared to competitors so these plans should
be made available at affordable rate & good speed.
➢ When customer apply for BSNL broadband service then he/she have to wait
for about 10-15 days to get service so most of the customers specially needy
customers do not prefer BSNL broadband so effortsmust be taken to provide
service as soon as possible.
➢ Most of the customers are not aware of all type of plans & schemes so
awareness is low regarding the plans so BSNL should make the efforts to the
larger extent to the customer.
➢ BSNL may reduce the monthly rentals of landline service.
Conclusion:

12. BSNL being a public sector, in order to thrive and excel, have to understand
about the Customers expectations.
They also have to understand about their competitors and their nuances in
understanding their Customers.
Since Communication industry is a very competitive one it is high time for BSNL
to understand about their Customers in Landline as well as Mobile services.
Wibliography
1. http://www.bsnl.co.in/company/growth.htm
2. www.google.com
3. www.wikipedia.org.
4. www.bsnl.co.in