0601057 analysis of customer feedback for the study of

A
PROJECT REPORT
ON
“ANALYSIS OF CUSTOMER FEEDBACK FOR THE STUDY OF
SWITCHING PROCESS”
FOR
“BHARTI AIRTEL LIMITED.”
SUBMITTED BY
SANDEEP MURLIDHAR GAIKWAD
UNDER THE GUIDANCE OF
Dr. Vandana H. Gote
SUBMITTED TO
“UNIVERSITY OF PUNE”
IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE
AWARD OF THE DEGREE OF
MASTERS OF BUSINESS ADMINISTRATION (MBA)
THROUGH
VISHWAKARMA INSTITUTE OF MANAGEMENT
1

ACKNOWLEDGMENT
It is said; the most important single word is 'we' and the zero important single word is 'I.' this
is true even in today’s modern era. It is absolutely impossible for a single individual to
complete the assigned job without the help and assistance from others. It is my greatest
pleasure to acknowledge sincere gratitude towards Mr.Sandeep Nair sales manager
BHARTI AIRTEL LTD, for his co-operation and guidance. I would also like to
acknowledge to my sincere gratitude to the Director of My institute Dr. SHARD JOSHI and
my project guide Prof. Mrs. Vandana Gote for guiding me and giving important suggestion
regarding this project work.
I wish to acknowledge the co-operation of all my friends and batch mates and am thankful to
them for their help in completing this project work. Finally, I am thankful to my entire family
members for their great support and encouragement.
SANDEEP M GAIKWAD.
3

TO WHOM SO EVER IT MAY CONCERN
This is to certify that Mr. Sandeep M Gaikwad is a bonafide student of our institute. He has
successfully carried out his summer project “Analysis of customer feedback for the study
of switching process.” titled at Bharti Airtel Ltd. This is the original study of Mr. Sandeep
M Gaikwad and important sources of data used by him have been acknowledged in his
report.
The report is submitted in partial fulfillment of two years full time course of Masters in
Business Administration 2006-2008 as per rules.
___________________ ________________________
Prof. Mrs.Vandana Gote Dr. Sharad L. Joshi
(Project Guide) (Director)
Vishwakarma Institute of Management
4

INDEX
Chapter Description Page No.
1. Executive Summary 1
2. Introduction 3
3. Company Profile 6
4. Objectives 12
5. Research Methodology 13
6. Data Analysis & Findings 18
7. Conclusion 48
8. Suggestions 49
9 Limitations 51
10. Bibliography 52
11. Annexure 53
6

EXECUTIVE SUMMARY
The objective of the project is “Analysis of customer feedback for the study of switching
process.” The project was carried out for BHARTI AIRTEL LTD., Pune. Bharti Airtel
Ltd. is one of the umbrella divisions of Bharti Group Of Companies.
India is experiencing a communication revolution. It has changed the way business is done
and we are really heading towards being citizens of a global village. Mobile telephony is
leading the revolution and is expanding by leaps and bound. It can be gauged from the fact
that, our country is having 20 crores of mobile population within 12 years of introduction of
mobiles in India. The momentum is expected to continue for long.
Now days, telecom companies are flooding Market with number of new and innovative
products. 'Survival of the Fittest' is a nature's law. Thus every company is striving hard to
acquire more Market share along with retaining the existing Customer.
Thus I took the opportunity of summer project to have some insight in the mobile telephony
market and to study the market share of different telecom companies. I undertook the study
regarding Market Share of Airtel with reference to a population sample of 200 customers
from Bharti Vidyapeeth Area of Pune City.
The project involved studying the telephony market, segmenting the market, deciding the
sample size, preparing questionnaire, Field work, and analysis of collected Data and drawing
inference from the collected information etc. .
Objectives of my project are to find out:
1) The reasons of customer switching,
2) The Market share of Airtel with a limited sample.
3) To analyze the market potential of the product.
8

4) To check the satisfaction level of existing customers. Etc.
In order to decide the market strategy every company is expected to study its market share,
customer feedback on its services. In mobile telephony market there are many instances of
customer leaves one service provider and avail the services of other service provided. This is
termed as "Switching". Day by days the "Switching" is on rise. Thus I have tried to include
the same also in my project.
The data collected during the project was secondary as well as primary data. The
secondary data was collected to create the database of the survey. The sources used
for secondary data are various magazines, governmental & non-governmental
publications and internet.
Primary data was collected through the questionnaire filled by customers interviewed. The
analysis was carried out on the basis of the information obtained from questionnaire. To
carry out this research study, data collection (primary data) has been collected from 200
customers in Bharti Vidyapeeth area of Pune city, to know the actual facts and the market
position of the company. Out of 200 customers whom I surveyed, I made four groups of 50
customers each one for Boys students, one for girls’ students, one for Professionals and one
for Housewives.
After undergoing the project it is understood that Airtel has highest market share in the
market where I did survey but extent of customer switching on other services from Airtel is
also high due to Network and connectivity problems. Good schemes and good customer
service are the strong points of Airtel and majority of customer opine that Airtel is respected
brand in India.
9

INTRODUCTION
In marketing parlance there are Four P’s, Price, Promotion, Physical Distribution and
Product. Philip Kotler had contributed four C’s, which are Customer Value, Customer coast,
Customer convenience, & Customer communication.
In an open economy like ours, no organisation can be complacent with their customer base.
They have to strive hard not only to retain existing customers but also have to continuously
look for new customers. In such scenario customer's satisfaction is of prime importance. A
satisfied customer acts as a brand ambassador. Thus every organization gives the maximum
attention toward the customer satisfaction.
It is necessary for an organisation to study market time to time & take the customer opinion
about product. They have to keep an eye on competitor's new schemes/offers. Philip Kotler
says in BW (1.Aug-2005) “Today’s market is customer based market so, no one make fool to
customer”. Customers have the choices for their need in every aspect of life.
Along with studying Market Share of 'Airtel', I also tried to study the satisfaction level of
Airtel as against the services provided by other telecom companies.
11

Current Scenario:
Indian mobile telecom market comprises of few prominent players like Bharti, BSNL, Idea,
Tata, Reliance and Hutch (Now Vodafone), while some are regional players like Spice
telecom. As of now Airtel is having highest number of subscribers. Reliance with its CDMA
technology based mobile services has captured a good market share. BSNL has emerged as
an aggressive player offering mobility at low prices with reaching out to all nooks and
corners of our country.
The entry of reliance has brought up many regulatory and technical issues governing the
telecom sector. Telecom Regulatory Authority of India (TRAI) is an independent agency
looking after the regulatory issues. The industry is ready to face another phase of reforms
addressing challenges posed by unified licensing and Access Deficit Charge (ADC).
Increased economic activities during last some years have increased disposable income of a
comman man. Our population comprises of a big segment of young people (age group 21-
35). This class of population always desire to catch up with others. Thus everyone in this
class wish to have a mobile phone. The concept of Lifetime Incoming free has gone well
with housewives and thus more and more number of housewives are having mobile phones
these days.
Apart from above mentioned segment there are professionals, businessman and working class
people for whom mobile is a necessity. Many companies are offering mobiles to their staff so
that they can be contacted any time. There is a separate segment of College students who
want to have mobile so as to contact their friends and parents.
12

SELECTION OF THE TOPIC AND ITS JUSTIFICATION
My topic for the project is “Analysis of customer feedback for the study of switching
process”. In order to decide the market strategy every company is expected to study its
market share, customer feedback on its services. In mobile telephony market there are many
instances of customer leaves one service provider and avail the services of other service
provided. This is termed as "Switching". Day by days the "Switching" is on rise. Thus I have
tried to include the same also in my project.
In the competitive market, the analysis of the product and its main competitors gives you the
idea – what to do in the near future to beat competitors and take a vast market share. It also
helps to understand the threats of the market and by analyzing these facts; we can make
strategies so as to be in good position.
Market information is the backbone of any business. We can find this information by
different methods like surveys, marketing intelligence, and other methods. It helps the
organization to understand its customers and make a room to provide him more services to
sustain them to with the organization. They become the loyal customer if we delighted them
by offering quality service.
13

BHARTI ENTERPRISE
Established in 1985, Bharti Enterprise has been a pioneering force in the telecom sector with
many firsts and innovations to its credit, ranging from being the first mobile service in Delhi,
first private basic telephone service provider in the country, first Indian company to provide
comprehensive telecom services outside India in Seychelles and first private sector service
provider to launch National Long Distance Services in India.
Bharti Enterprises also manufactures and exports telephone terminals and cordless phones.
Apart from being the largest manufacturer of telephone instruments, it is also the first
telecom company to export its products to the USA.
The group companies under Bharti Enterprise are
1. Bharti Teletech
2. Bharti Tele-Venture
3. Bharti Global, and
4. Bharti Healthcare.
Bharti enterprise has successfully focused its strategy on telecom while straddling diverse
fields of business. From the creation of ‘Airtel’, one of India’s finest brands, to becoming the
largest manufacturer and exporter of world class telecom terminals under its ‘Beetel’ brand,
Bharti has created a significant position for itself in the global telecommunications sector.
Bharti Tele-Venture is today acknowledged as one of India’s finest companies, and its
flagship brand ‘Airtel’, has over 12 million customers across the length and breadth of India.
15

BHARTI COMPANIES
BHARTI AIRTEL LTD
Bharti Airtel Ltd is India’s leading provider of telecommunication services. The
company has 4 distinct Business divisions – Mobile & telephone services, broadband
services, long distance services and enterprise services.
BHARTI TELETECH LTD
Bharti Teletech Ltd manufactures and exports world-class telecom equipment under
the brand ‘Beetel’.
TELECOM SEYCHELLES LTD
Telecom Seychelles Ltd provides telecom services in Seychelles, under the brand
‘Airtel’
BHARTI TELESOFT LTD
Bharti Telesoft Ltd delivers best-in-class, revenue-critical VAS products and services
to telecom carriers.
TELETECH SERVICES (INDIA) LTD
Teletech Services (India) Ltd is joint venture with Teletech Inc., USA. It offers a
range of Customer Management Services.
FIELDFRESH FOODS PVT LTD
Field Fresh Foods Pvt Ltd is Bharti’s venture with EL Rothschild Group owned
ELRO Holdings India Ltd., to export fresh Agro products exclusively to markets in Europe
and USA.
16

BHARTI TELE-VENTURES
Incorporated in 1995 as a public limited company, Bharti Tele-Ventures Ltd is India’s
leading private sector provider of telecommunications. The Company is headed by Chairman
and Group Managing Director – Sunil Bharti Mittal who is assisted by two joint Managing
Directors- Akhil Gupta and Rajan Bharti Mittal.
Bharti Tele-Ventures current business includes – mobile services, fixed-line national and
international long distance services VSAT, internet services and network solutions.
The Bharti group offers cellular services in 16 out of 22 telecom circles, and has more than
two million cellular customers across the country.
Bharti’s services sector business include mobile operations in Andhra Pradesh, Chennai,
Delhi, Gujarat, Haryana, Himachal Pradesh, Karnataka, Kerala, Kolkata, Madhya Pradesh
circle, Maharashtra circle, Mumbai, Punjab, Tamil Nadu and Uttar Pradesh (West) circle. In
addition, it also runs fixed-line operations in Madhya Pradesh, Chattisgarh, Haryana, Delhi,
Karnataka and Tamil Nadu as well as nation wide broadband and long distance networks.
Bharti Enterprises also manufactures and exports telephone terminals and cordless phones.
Apart from the largest manufacturer of telephone instruments, it is also the first telecom
company to export its products to the USA.
Airtel from Bharti Tele-Ventures operates services in 15 of the 22 circles in India. Bharti’s
mobile footprint covers 93% of all mobile phone users in India cutting across 1.8 million
square km in 16 states touching 600 million people.
17

BHARTI AIRTEL
Bharti TeleVentures were incorporated on July 7; 1996.It provides a range of telecom
services, which includes cellular, Basic, Internal and National long distance.
Bharti TeleVentures is India’s leading private sector provider of telecommunication services
based on strong customer base consisting of approximately 12.26 million total Customers
which constitute, approximately 11.39 million mobile and approximately 874000 fixed line
customer as of April 30, 2005. Bharti Tele- ventures is one of the India’s leading private
sector provider of telecommunication service based on an aggregate of 13,190,787 customers
as of June 30, 2005
Bharti TeleVentures Consisting of 12256384 GSM mobile and 934503 broadband and
telephone customers. The business at Bharti TeleVentures have been structured in two main
strategies business groups the mobility Leaders business groups and the Infotel leader’s
business groups. The mobility business groups provide broadband and telephone Services,
long distance services and enterprise services. All these service are provided under the Airtel
Brand.
Bharti Enterprises has successfully focused its strategy on telecom while straddling diverse
fields of business. From the creation of ‘AIRTEL’ one of India’s finest brand to becoming
the largest manufacture and exporter of world class telecom terminals under its ‘Beetel
brand’ Bharti TeleVentures today acknowledge as one of the India’s Finest companies and its
‘Beetel brand’ Bharti TeleVentures today acknowledge as one of the India’s finest companies
and its flagship brand ‘Airtel’ have over 12 million customers across the length and breadth
in India.
18

VISION AND MISSION OF BHARTI AIRTEL
VISION
“To provide global telecom services and delight and delight customers.”
By 2010, Airtel to be the most admired brand in India.
• Loved by more customers
• Targeted by top talent
• Benchmarked by more businesses
MISSION
Airtel will meet the mobile communication needs of Airtel customers through:
• Error free service delivery
• Innovative products and services
• Cost efficiency
• Unified Messaging Solutions
19

BHARTI VALUES
Innovation: We will generate and implement entrepreneurial and innovative ideas, which
will continuously create new growth engines.
Customer satisfaction: We are committed to delivering service beyond the expectations of
the customer. Our quality of customer responsiveness clearly differentiates us from
others.
Performance based Culture: We benchmark our processes and performance against world-
class standards. We distinguish between performers and non-performers by valuing
achievement at the individual as well as the team level. Ours is a culture of
inclusively where feedback, learning and ideas are actively encouraged, sought and
acted upon.
Valuing Partnership: We are committed to building exemplary relationship with our
partners, which stand on the principles of mutual trust and mutual growth.
Valuing People: We nurture an environment where people are respected and their
uniqueness is valued. We believe that people are our key differentiators.
Responsible Corporate Citizenship: We are committed to making a positive and proactive
contribution to the community. As a responsible corporate citizen we will contribute
to and abide by environmental and legal norms.
Ethical Practices: We will uphold the highest ethical standards in all internal and external
relationship. We will not allow misuse or misrepresentation of any kind.
20

OBJECTIVES OF THE STUDY
The study was designed and conducted to accomplish the following objectives.
1) To find out the Market share of Airtel with a limited sample.
2) To find out the reasons for "customer switching"
3) To analyze the market potential of the product.
4) To check the satisfaction level of existing customers.
5) To collect the customers feed back on services being offered by Airtel.
6) To know about customers preference.
7) To find whether the customer is willing to buy same brand in the future.
8) To find the factors which influence the customers in choosing a particular brand?
22

RESEARCH METHODOLOGY
Research in common parlance refers to a search for knowledge. One can define research as a
scientific and systematic search of pertinent information on a specific topic. In fact, research
is an art of scientific investigation. Research is an academic activity and as such the term
should be used in a technical sense. According to Clifford woody research comprises
defining, redefining and problems, formulating hypothesis or suggested solutions; collecting
and organizing and evaluating data; making deductions and reaching conclusions; and at last
carefully testing the conclusions to determine whether they fit the formulating hypothesis.
In short the search for knowledge the injective and systematic method of finding solution to
a problem is research. The systematic approach concerning and the formulation of a theory is
also research. As the term ‘research’ refers to the systematic method.
MARKETING RESEARCH
Marketing is a specialized function of management generally interpreted today as including
all those activities concerned with the development production and distribution of products to
identifiable markets where they will provide satisfaction to those who buy them. Marketing
research is therefore far ranging in its inquiries it covers product development identifying in
the market and suitable methods of selling distribution promotion and sales/service facilities.
In fact every aspect of business activity from the idea stage to eventual consumer
satisfaction.
Marketing research should be viewed as a form of applied research that while imposing on
its practitioners the rigors and discipline of scientific inquiry has a pragmatic purpose.
Without this scientific orientation marketing research would have little validity it would
deteriorate into subjective and biased assessment of market behavior. Hence an objective
posture and systematic methods of inquiry are vital constituents of marketing research. It has
been observed that marketing research is scientific in the sense that science may be at least
partly defined in terms of the attitude of disinterest and impersonality one must take towards
24

the outcomes of scientific investigation. Science deals with the unembroidered fact rather
than with opinion and belief.
MARKET SURVEY
Market survey is one of the widely used MR techniques. Market survey is at times viewed as
synonymous with market research. This is erroneous. It has to be understood clearly that
market survey is just one of the techniques of market research and is not synonymous with
market survey. It is just one method of collecting the marketing information required for
carrying out a given marketing research task. It is used if the required data is not available
from the company s internal records and from external published sources. It amounts to
original research work/field research work for the purpose of collecting raw data. There are
two types of market survey:
1) Census survey
2) Sample survey
RESEARCH TOOL –QUESTIONNAIRE
Questionnaire development is an important part of the market survey job. It is an art that calls
for a lot of expertise and resourcefulness on the part of the researcher. The questionnaire
should be structured so as to collect all relevant information. It often sets the framework as
well as the tone of the survey. The research data is build up on the framework of the
questionnaire. If the questionnaire is faulty, it will generate incorrect information and no
amount of analysis and interpretation can set it right. The choice of words in the
questionnaire should also be appropriate and should be easily understood by all respondents
25

Nuances of questionnaire development
As a general principle, the questionnaire should be as simple as the subject of the survey
permits. It should be brief and to the point, forming a logical sequence. Questions should be
broken into component parts so as to cover a single idea. Leading and misleading questions
should be avoided. Questions, which respondents cannot answer properly, should be avoided.
The questions in a survey questionnaire usually belong to one or the other of the following
types.
A) Open ended questions.
B) Close ended questions.
METHODOLOGY
Measurability of the data gathered from the respondents is one of the important requirements
in any research study. Measurement may be easy, if the answers are totally based on
qualitative data. But in any marketing situation, responses sought from the respondents are
qualitative in nature, relating to perception, feelings, likes and dislikes, inclinations and
preferences.
To carry out this research study, data collection (primary data) has been collected from 200
customers in Bharti Vidyapeeth area of Pune city, to know the actual facts and the market
position of the company. Out of 200 customers whom I surveyed, I made four groups one for
Boys students, one for girls’ students, one for Professionals and one for Housewives. Each
group of 50 customers. To experience the primary data, sampling procedure is implemented
in research study. Sampling is the function of an expert should possess adequate knowledge
of the statistical theory of probability and also have considerable experience in survey work
relating to marketing problems. The quality of statistical sample is not a matter of luck. It is
the result of the scientific application of the right research approach. To get the complete
data, non-probability sampling has been undertaken.
26

Scope and importance;
Marketing starts with market research and ends with market research. To start any new
business, first we should check if there is demand of the product, we are offering. Who are
our competitors? What is the position of the competitors? What is the financial position?
What are the strategies of the competitors and what are our strategies? For all these answers
and many more, market research is very important. Before investing any amount of money in
the market, market research is a must. With every increase in the complexities, marketing in
business activity carrying out research relating to customers, products and market also
becomes equally complex, necessitating specialized skill and sophisticated techniques. This
resulted in emergence of market research as a specialized subject of marketing management.
Market research plays a key role in the entire marketing process. It helps the firm in
marketing measurement, assessment of market potential and development of sales and
forecast. It also helps the firm acquire a better understanding of the customer and the
marketing environment. It aids the formulation of marketing mix. As a matter of fact,
decision making of each element of marketing mix, like products and services mix,
distribution mix, promotion mix and pricing policy relies heavily on market research
findings.
27

3.4 RESEARCH METHODOLOGY
A. Research Design
Research type: descriptive research
Type of data used: primary and secondary data
Method of data collection: survey
Research instrument: structured schedule with open ended and
Close ended questions.
Contact method: personal interview
B. Sample Design
Sampling technique: Simple Random Sampling Without Replacement
(SRSWOR).
Sampling unit Mobile user in Bharti Vidyapeeth Area
Sample size: 200.
Sample area: Bharti Vidyapeeth area of Pune city.
28

1. Which telecom service you are presently using?
Telecom service No. of customers % No. of customers
Airtel 76 38
BSNL 20 10
Idea 46 23
Reliance 12 6
Tata Indicom 12 6
Hutch 34 17
Total 200 100
Interpretation:
Most of customers I surveyed were using Airtel, about 38% of customers were using service
of Airtel, 23% of customers were using Service of Idea, 17% were using Hutch, 10% were
using BSNL and 6% of customers were using Reliance and Tata Indicom each. From above
analysis we can say that Airtel is most preferable brand of the customers in the market of
Bharti Vidyapeeh area.
30
PERCENTAGE OF TELECOM SERVICE USERS
38%
10%23%
6%
6%
17% Airtel
BSNL
Idea
Reliance
Tata Indicom
Hutch

A) Boys’ students.
.
Airtel 26 52
BSNL 04 8
Idea 12 24
Hutch 08 16
Total 50 100
31
PERCENTAGE OF TELECOM SERVICE USERS
(BOYS STUDENTS)
52%
8%24%
16%
Airtel
BSNL
Idea
Hutch

Interpretation:
Out of 50 Boy students 52% student were using Airtel comparatively higher percentage than
other telecom service provider. Whereas 8%, 24%, 16% college students were using BSNL,
Idea and Hutch respectively. No college student was using Reliance and Tata Indicom at all.
B) Girls students.
.
Airtel 20 40
BSNL 02 04
Idea 06 12
Reliance 06 12
Hutch 16 32
Total 50 100
32

PERCENTAGE USERS OF TELECOM SERVICE
(GIRLS STUDENTS)
40%
4%12%
12%
32% Airtel
BSNL
Idea
Reliance
Hutch
Interpretation:
In Girls student category 40% customers were using Airtel, 4% were using BSNL and 12%
customers were using Idea and Reliance respectively. Whereas the percentage of Hutch users
were 32%.
C) Professionals.
33

PERCENTAG USERS OF TELEC0M SERVICES
(PROFESSIONLS)
48%
24%
4%
16%
8%
Airtel
Idea
Reliance
Tata Indicom
Hutch
Interpretation:
In professional group 48% customers were having preference to Airtel, whereas 24% 0f
professionals were using Idea, 4%,16% and 8% were having preference to Reliance Tata
Indicom and Hutch respectively.
Airtel 24 48
Idea 12 24
Reliance 02 04
Tata Indicom 08 16
Hutch 04 08
Total 50 100
34

D) Housewives.
PERCENTAGE USERS OF TELECOM SERVICE
(HOUSEWIVES)
12%
28%
32%
8%
8%
12%
Airtel
BSNL
Idea
Reliance
Tata Indicom
Hutch
Airtel 06 12
BSNL 14 28
Idea 16 32
Reliance 04 08
Tata Indicom 04 08
Hutch 06 12
Total 50 100
35

Interpretation:
Among the housewives,12% were using Airtel, 28% were using BSNL, Whereas 32%
customers were having priority to Idea which is comparatively more than others. 12%
housewives were using Hutch and 8% customers were using Reliance and Tata Indicom
respectively.
2) Reason for choosing Airtel.
Reason No of customers % No. of customers
Better service 14 15.9
Goodwill of the company 08 09
Good schemes 44 50
Just needed 16 18.2
Goodwill of the comp & Better service 6 6.81
TOTAL 88 100
REASON FOR CHOOSING AIRTEL
15.9
9
50
18.2
6.81
0
10
20
30
40
50
60
Better service Goodwill of the
company
Good schemes Just needed Goodwill of the
comp & Better
service
REASON
%NO.OFCUSTOMERS
Interpretation:
36

It is clear from data collected and results found that most of respondents (50%) were having
opinion that good schemes is the reason for choosing service of Airtel, Whereas 18.2% of
respondents opine that they were just in need, that’s why they opted Airtel, 15.9% customers
told that better service was the reason for choosing Airtel, Whereas 9% and 6.81% of
respondents had the reasons goodwill of the company and ‘goodwill of the company and
better schemes’ respectively.
3) Before Airtel were you using other service? Yes/No
Response No. of Customers % No. of customers
Yes 36 47.36
No 40 52.63
Total 76 100
TELECOM SERVICEUSERS BEFOREAIRTEL
47%
53%
YES NO
Interpretation:
Out of 76 Airtel users 36 customers were using other telecom service whereas 40
37

Customers had chosen Airtel when they started using mobiles.
4) Given below are the schemes of Airtel, Which do you prefer most
Schemes No of customers % No. of customers
Friends 46 60.5
Airtelone 10 13.2
Lifetime incoming free 16 21
Other recharge schemes 04 5.3
Total 76 100
PREFERENCE FOR COMPANY'S SCHEMES
60.5
13.2
21
5.3
0
10
20
30
40
50
60
70
Friends Airtelone Lifetime incoming
free
Other recharge
schemes
SCHEMES
%NO.OFCUSTOMERS
38

Interpretation:
It is clear from data collected and results found that most of respondents (60.5%) were
having opinion that they prefer most to Friends scheme, Whereas 13.2% respondents opine
that Airtelone scheme was most suitable for them, also 21% and 5.3% respondents told that
Lifetime incoming free and Other recharge schemes are most preferable to them.
A) For Boys students
Friends 16 61.5
Airtelone 04 15.4
Lifetime incoming free 02 7.8
Total 26 100
39

61.5
15.4
7.8
15.4
0
10
20
30
40
50
60
70
% NO. OF CUST.
Friends Airtelone Lifetime
incoming free
Other
recharge
schemes
SCHEMES
Interpretation:
Study found that out of 50 boys students surveyed most of respondents Preferred Friends
scheme (61.5%), whereas 7.8% respondents were having preference to Lifetime incoming
free schemes and 15.4% respondents had preference to Airtelone and Other recharge
schemes respectively.
B) For Girls students
Friends 14 70
Total 20 100
40

PREFERENCE OF COMPANY'S SCHEMES
(GIRLS STUDENTS)
70%
30%
Friends
Lifetime incoming free
Interpretation:
It is clear from data collected and results found that most of respondents(70%) were having
opinion that they prefer most to Friends scheme and 30% Respondents preferred Lifetime
incoming scheme, Whereas no respondent had preference to Airtelone and Other recharge
schemes.
C) For Professionals.
Schemes No of customers % No. 0f customers
Friends 12 50
Airtelone 04 16.67
41

Total 20 100
Interpretation:
It is clear from data collected and results found that most of respondents (50%) were having
opinion that they prefer most to Friends scheme, whereas 16.67% respondents opine that
Airtelone scheme was most suitable for them, also 25% and 8.33% respondents told that
Lifetime incoming free and other recharge schemes are most preferable to them.
D) For Housewives.
42
50
16.67
25
8.33
0
10
20
30
40
50
60
Friends Airtelone Lifetime incoming
free
Other recharge
schemes
SCHEMES
%NOOFCUSTOMERS

(HOUSEWIVES)
67%
33%
Friends
Lifetime incoming free
Interpretation:
It is clear from data collected Out of 50 Housewives, results found that most of respondents
(67%) were having opinion that they prefer most to Friends scheme and 33% respondents
preferred Lifetime incoming scheme, Whereas no respondent had preference to Airtelone
and Other recharge schemes.
Schemes No of customers % No. 0f customers
Friends 04 67
Total 06 100
43

6) How would you rank the customer service of Airtel?
0
5
10
15
20
25
30
35
40
45
%
RESPONDENTS
Excellent Very
good
Good Average Poor
RESPONSE
RANKING OF CUSTOMER SERVICE
Excellent
Very good
Good
Average
Poor
Interpretation:
Total numbers of customers interviewed were ,76 as one can see 44.7% of respondents had a
good opinion about the customer service, whereas 21% of respondents had very good
opinion , 23.7% had average opinion about the customer service. Only 2.6% had excellent
opinion
Response No of respondents % No of respondents
Excellent 02 2.6
Very good 16 21
Good 34 44.7
Average 18 23.7
Poor 06 7.9
Total 76 100
44

One more thing to note is complete absence of any negative opinion about the customer
service.
7) Are you satisfied with the service of Airtel?
Interpretation:
Overall analysis of customer’s satisfaction towards service of Airtel in Bharti Vidyapeeth
area, Pune is 63.16% and rest 36.84% of total customers are of opinion that they were not
satisfied
Yes 48 63.16
No 28 36.84
Total 76 100
45
PERCENTAGE SATISFACTION LEVEL
63%
37%
YES
NO

B) 2) Before using Idea were you using other service or not?
IDEA USERS
Yes 18 39.14
No 28 60.86
Total 46 100
OTHER SERVICE USERS BEFORE IDEA
39%
61%
YES
NO
Interpretation:
46

When asked before using Idea whether they using other tele. Service out of total 46 Idea
users 18 customers were using other, whereas 28 customers had chosen Idea first time.
TELECOM SERVICE
78%
22%
AIRTEL
HUTCH
Interpretation:
When asked Out of 18 customers, 14(77.78%) customers were using Airtel while only 4
(22.22%) customers were using Hutch.
Telecom Service No of customers % No. 0f customers
Airtel 14 77.77
Hutch 04 22.22
Total 18 100
47

REASONS FOR CHOOSINGIDEA
24%
37%
13%
13%
13%
Netw ork problem
Connectivity problem
Not better schemes than
Idea
High STD calling rate
Personal reasons
Reasons No. of customers % No. 0f customers
Network problem 04 25
Connectivity problem 06 37.5
Not better schemes than Idea 02 12.5
High STD calling rate 02 12.5
Personal reasons 02 12.5
Total 16 100
48

Interpretation:
When asked the reason for switching on Idea most of the customers i.e. 37.5% told that they
faced lot of connectivity problem when they were using Airtel , Whereas 12.5% opined that
they had problems of network, sound clarity, no better schemes, High STD rates and some
personal reason each.
Satisfied 42 91.3
Not satisfied 04 08.7
Total 46 100
CUSTOMER SATISFACTION (IDEA)
91%
9%
SATISFIED
NOT SATISFIED
49

Interpretation:
Overall analysis of customer’s satisfaction towards service of Idea in Bharti Vidyapeeth area,
Pune is 91.3%, and rest 8.7% of total customers are of opinion that they were not satisfied
because of comparatively high rate of outgoing calls to other than Idea.
HUTCH USERS
Yes 38 64.7
No 12 35.3
Total 50 100
OTHER SERVICE USERS BEFORE HUTCH
65%
35%
YES NO
50

Interpretation:
As per the graph shown above out of total 34 customers, most of the respondents were using
other telecom service before using Hutch i.e. 64.7% .and rest 35.3% Customers had chosen
Hutch for the first time.
Telecom Service No of customers % No. 0f customers
Airtel 10 45.5
BSNL 06 27.3
Reliance 02 09
Tata Indicom 04 18.2
Total 22 100
51

0
5
10
15
20
25
30
35
40
45
50
% NO. OF
USERS
Airtel BSNL Reliance Tata Indicom
TELECOM SERVICE
TELECOM SERVICE
Interpretation:
Total numbers of customers interviewed were 34, Out of which 22 customers before Hutch
had been using service of different providers, Most of them i.e. 45.5% customers were using
Airtel, 27% were using BSNL, whereas 18.2% and 9% respondents were using Tata Indicom
and Reliance respectively.
Network problem 02 16.67
High STD calling rate 02 33.33
Not better schemes than Hutch 02 16.67
Total 10 100
52

REASON FOR SWITCHING ON HUTCH
17%
33%33%
17%
Network problem
High STD calling rate
Not better schemes than Hutch
Interpretation:
When asked the reason for switching on Hutch 33.33% customers had connectivity and High
STD rate problems respectively, Whereas 16.67 respondents had network problem and
opinion of not better schemes than Hutch respectively.
Overall analysis of customer’s satisfaction towards service of Hutch in Bharti
Vidyapeeth area, Pune is 100%, out of 34 customers interviewed all were satisfied with
present service.
BSNL USERS
53

OTHER SERVICE USERS BEFORE BSNL
60%
40%
YES NO
Interpretation:
When asked before using BSNL whether they using other tele. Service Out of total 20 BSNL
users 12 customers were using other, Whereas 8 customers had chosen BSNL first time.
Yes 12 60
No 08 40
Total 20 100
54

TELECOM SERVICE USERS
37.5
25
12.5 12.5 12.5
0
5
10
15
20
25
30
35
40
Airtel Idea Reliance Tata Indicom Reliance and
Idea
TELECOM SERVICE
%USERS
Interpretation:
Total numbers of customers interviewed were 20, Out of that 12 customers before Hutch had
been using service of different providers, Most of them i.e. 37.5% customers were using
Airtel, 25% were using Idea, whereas 12.5% respondents were using Tata Indicom, Reliance
and , Reliance and Idea respectively.
Service No. of customers % No. 0f customers
Airtel 06 37.5
Idea 04 25
Reliance 02 12.5
Tata Indicom 02 12.5
Reliance and Idea 02 12.5
Total 16 100
55

REASONS FOR SWITCHING ON BSNL
67%
33%
Not free calling from
Airtel to Airtel
Interpretation:
Not free calling from Airtel to Airtel 02 33.3
Total 06 100
56

When asked the reason for switching on BSNL, 66.7% customers said that Airtel had
connectivity problem and 33.3% customers said that unlike BSNL, Airtel didn’t had free
calling from Airtel to Airtel.
Overall analysis of customer’s satisfaction towards service of BSNL in Bharti
present service.
RELIANCE USERS
OTHER SERVICE USERS BEFORE RELIANCE
33%
67%
YES NO
Yes 04 33.3
No 08 66.7
Total 12 100
57

Interpretation:
Among all telecom service providers 33.3% customers were using other service before
switching on reliance, whereas 66.7% customers opted Reliance first time. All 33.3%
customers were using Hutch before switching on present service.
Overall analysis of customer’s satisfaction towards service of Reliance in Bharti
present service of Reliance.
TATA INDICOM USERS
Yes 04 33.3
No 08 66.7
Total 12 100
58

OTHER TELECOM SERVICE USERS BEFORE
AIRTEL
33%
67%
YES NO
Interpretation:
Among all telecom service providers 33.3% customers were using other service before
Switching on Tata Indicom, whereas 66.7% customers opted Tata Indicom first time. all
33.3% customers were using Airtel before switching on present service.
Reasons No. of customers %No. of customers
Network problem 02 50
Not unlimited talk time from Airtel
to Airtel
02 50
Total 04 100
59

REASON FOR SWITCHING ON TATA INDICOM
50%50%
Netw ork problem
Not unlimited talk time from
Airtel to Airtel
Interpretation:
When asked the reason for switching on Tata Indicom, 50% customers said that it had
Network problem, whereas 50% customers said that unlike Tata Indicom, Airtel didn’t had
unlimited talk time from Airtel to Airtel.
Satisfied 10 83.3
Not satisfied 02 16.7
Total 12 100
60

CUSTOMER SATISFACTION (TATA INDICOM)
83%
17%
SATISFIED
NOT SATISFIED
Interpretation:
Overall analysis of customer’s satisfaction towards service of Tata Indicom in Bharti
Vidyapeeth area, Pune is 83.3%, and rest 16.7% of total customers are of opinion that they
were not satisfied because of comparatively high rate of outgoing calls to other than Tata
Indicom.
CUSTOMERS SWITCHED FROM AIRTEL TO OTHER SERVICES.
CUCCCCCCCCCCCCCCCCCCCCCCC
61

Interpretation:
Total numbers of customers interviewed were 34, as one can see 41% of respondents are
switched on Idea which is highest among all, secondly 29.41% of customers are switched on
Hutch, 17.64% were on BSNL and 11.76% of customers were switched on Tata Indicom.
One more thing to note is complete absence of customers switching on Reliance from Airtel.
REASONS FOR SWITCHING FROM AIRTEL TO OTHER SERVICES
AIRTEL
IDEA (41%)
HUTCH (29.41%)
BSNL (17.64%)
TATA INDICOM (11.76%)
62

Interpretation:
Total numbers of customers interviewed were 36, as one can see 33% of respondents told
that the reason of switching on services from Airtel are network problem and connectivity
problem respectively.16.5% customers responded that Airtel don’t have better schemes than
the telecom service they were using had, 11.11% customers told the reason for switching on
other service from Airtel was high calling rate of STD calls from Airtel and 5.55% customers
switched due to personal reasons.
AIRTEL
NETWORK PROBLEM (33%)
I(4)+H(2)+B(4)+T.I(2)
CONNECTIVITY PROBLEM (33%)
I(6)+H(4)+B(0)+T.I(2)
NOT BETTER SCHEMES (16.5%)
I(2)+H(2)+B(2)+T.I(0)
HIGH STD CALL RATE (11.11%)
I(2)+H(2)+B(0)+T.I(0)
PERSONAL REASONS (5.55%)
I(2)+H(0)+B(0)+T.I(0)
63

CONCLUSION
On completing the project following are some of my conclusions:
64

 In Bharti Vidyapeeth area Airtel has highest market share but Idea and Hutch can be
potential threats
 In Bharti Vidyapeeth area Students and Professionals have priority to Airtel, whereas
for housewives Idea is most preferred brand.
 Good schemes are the major reason for most of the customers for choosing service of
Airtel.
 Most of the customers are having preference to the Friends scheme of the Airtel
 Majority of the customers are satisfied with the customer service of the Airtel and
having good opinion.
 Majority of the unsatisfied customers of Airtel are switched on the service of Idea this
is mainly due to ……….
 For the customers the Major reasons for switching on other services are Network
problems and connectivity problems. In network problems busy network is the major
whereas call gets disconnected in-between, not good celerity of voice etc are other
problems. In rural areas the range is not proper in closed room or in basement of a
building.
65

All though I had a small stint at Airtel, due to interaction with Customers, Airtel staff
and other interaction outside purview of this project, I have following suggestions for
the Company:
A. Idea is potential competitor for Airtel as majority of the customers are using service
of Idea are satisfied with the service. With reference to Pune, I feel that Idea is going
aggressive here as they think that there a good potential. That’s why they have come
out with advertisement with local language and flavour. Although Airtel is doing
good publicity however it should try to be city specific.
B. One of the reason for customer satisfaction of Idea may be the company has strong
Retailer base and has good coverage, according to most of the customers the network
of Idea is just non comparable.
C. Company should concentrate on new Subscribers as very few customers are
"Switching" to Airtel. In such case Company should think of coming out with scheme
for lower economic class as this is an untapped segment.
D. Company should correct technical problems in Network as the percentage of
customers switching on other services is major due to these reasons, Network
problems may be due to the company has high customer base in particular area and
one tower can not suffice this much group of customers.
E. Company should launch new schemes for housewives category, as there is good
scope for enrolling new subscribers. For this a new scheme may be introduced where
there will be a comman billing for husband and Wife. We can come up with a scheme
where the balance in husband’s mobile may be shared with wife's mobile.
67

F. For college students company should come up with Night calling at a very cheap rate
as this is the time when they wish to chat with their friends. As network is not so busy
during night time, this will lead to optimum utilization of existing Network.
G. To avoid Network Problems Company may go in for Tower sharing Agreement or it
can install towers in the mountains, hills outside the city as the network will
accommodate the rural population also.
H. Though customers of Airtel are switching over other services, many customers still
prefer Airtel. as in the area where I did survey is a college campus and many students
have came from rural areas (specially north India) and according to them Airtel has
strong connectivity in north and having opinion that Airtel is most popular and
respected brand in India.
68

LIMITATIONS
The limitations of the given projects are as follows:
1. Respondent bias might have influenced.
2. Some customer s refuse to co-operate and do not disclose their guanine opinion.
3. The respondent could not give precise answers to some of the questions.
4. Customer s response are deemed and believed to be true to their knowledge.
5. The opinion is based on the particular area of Pune city only.
6. Sample size is very low.
7. Making appointments to the management personnel is a tough job, because they
have very less time.
8. The weather in these months was very bad.
9. Average response by the respondents.
10. The results of the analysis based in the survey may not reveal the complete. Indian and
global scenario because the survey is restricted to only a few market segments.
70

INTERNET
www.airtel.com
www.eweek.com/article2/0,1895,1862926,00.asp
www.google.com
www.mobilepundit.com
www.airtel.in
www.bharti.com
AIRTEL BROCHURES
MARKETING BOOKS
Principle of marketing – Philip Kotler
Research Methodology Methods and Techniques – C R Kothari
72

QUESTIONNAIRE
GENERAL QUESTIONS
a) Name ……………………………………………
b) Adress …………………………………………..
c) Age ……….
d) Occupation ……………………………………..
e) Contact no ………………………………………
QUESTIONS FOR DATA COLLECTIONS
1) Which telecom service you are presently using?
a) Airtel
b) BSNL
c) Idea
d) Reliance
e) Tata Indicom
f) Hutch
A) If the answer of the question is Airtel then
74

1) For how many years you are using Airtel service?
a) One
b) Two
c) Three
d) More than three
2) Reason for choosing Airtel
a) Better service
b) Goodwill of the company
c) Good schemes
d) Just needed
3) Before that were you using other service? Yes/No
if yes then specify the name …………………..
4) Do you think that schemes of Airtel are better than
schemes of other service providers? Yes/No
5) How would you rank the customer service of Airtel?
a) Excellent
b) Very good
c) good
d) Average
e) Poor
6) Are you satisfied with the service of Airtel? Yes/No
if not then specify the reasons ………………………..
……………………………………………………….
75

B) If the answer of the question is other than Airtel
1) For how many years you are using this service?
a) One
b) Two
c) Three
d) More than three
2) Before using this were you using other service or not? Yes/No
if answer is yes then specify the name………………..
3) If the name is Airtel then the reason for switching on present
Service ………………………………………………………..
………………………………………………………………..
4) Are you satisfied with the present service? Yes/No
If no then specify the reason ……………………………………
……………………………..
76

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