bharti airtel

SUBJECT

CONSUMER BEHAVIOUR

Research Study of Consumer Behavior in Postpaid Customer Segment in Lucknow

Prepared By-

Anil Yadav

1Anil Yadav SCBM 8007

PROJECT REPORT OF BHARTI AIRTEL LIMITED

P.G.D.M

Research Study of Consumer Behavior in Postpaid Customer (PRI plan) Segment in Lucknow

Submitted in partial fulfillment

Post Graduation Diploma in Management

In

Marketing Management

Submitted to: Submitted By:Mr. Namit k. Sahay Anil YadavA.M Airtel Business Service PGDM 2nd semester (Project Guide) Enrollment no.08007

Faculty of Department.

Prof R.Rahman (HOD-PGDM) Prof.S.Victor


PROJECT REPORT ON AIRTEL

Mr. Vimal Kumar Mr.Gaurav. Nigam

Surya College of Business Management Lucknow approved by AICTE New Delhi (Govt.of HRD).

(2009-2010)

Acknowledgement

I would like to acknowledge and extend my gratitude to the following

persons who have made the completion of this project possible: First of all I

would like to thank our Project Coordinator Prof. Mr. Rahman & Prof. Mr. S.

Victor for his great help. As he is being my Project Coordinator he provided

me very necessary and important guidance and support until the submission

of my project. Secondly, I would like thank R.D Singh sir, Director of Surya

College of Business Management Lucknow, to provide us such a very exiting

opportunity and for their good help to provide a better coordination and

control among all the activities related to completion of the project. I also

thank to Mr. Namit K. Sahay (A.M Airtel Business service) Bharti Airtel ltd

Lucknow to provide me right kind of training and information helpful to my

project. I also thank all my Seniors and Friends to give me proper guidance

and support for preparing the Project. Lastly, I would like to be very thankful


to the whole Family of SCBM for their continuous effort in making the whole

Project Activity very much learning and Interesting.

Declaration

I, Anil Yadav hereby declare that the project on “Research Study of

Consumer Behavior in Postpaid (PRI plan ) Customer Segment Bharti Airtel”

in Lucknow,is written by me under the guidance of Mr. Namit K Sahay A.M.

Airtel Business Service.

The empirical conclusion & findings in the project are based on the data

collected by me and the entire project work is not are production of any

other sources.

Anil Yadav


P.G.D.M

Table of Contents

1. Introduction 8 - 16

1.1Explanation about the Topic in brief (i.e. Consumer Behavior)

1.2Reasons for selecting the Topic

1.3Importance of the Topic to the company

2. Organization Profile 17 - 42

2.1Company Introduction

2.1.1 Industry profile

2.1.2 Company profile

2.1.3 Management Team


3. Research objectives and Scope of Research project 43 - 48

3.1Problem definition

3.2Objectives of the Research project

3.3Product Scope

4. Research Methodology 49 - 58

4.1Research Design

4.2Hypothesis

4.3Sampling Plan

4.4Sample size determination

4.5Data collection Instrument

4.6Research Limitations

5. Analysis, Interpretation and Presentation 59 - 77


5.1Method to be adopted

5.2Analysis of Question

5.3Interpretation

6. Conclusion and Suggestions 78 - 81

Annexure 82 - 83

Details of Customers

84 - 87

Bibliography 88


Introduction


1.1 The Topic

“Research Study of Consumer Behavior in Postpaid connection

(PRI) Customer Segment”

]“Consumer Behavior”

“Consumer Behavior is the study of how individuals, groups and organization select,

buy, use and dispose of goods, services ideas or experience to satisfy their needs and

wants.”

– By Philip Kotler.

Marketer must fully understand both the theory and reality of Consumer Behavior. A

consumer’s buying behavior is influenced by cultural, social and personal factors.

Cultural factors exert the broadest and deepest influence.


Chapter-1

1. Cultural Factors

Culture, subculture and social class are particularly important influences on

consumer buying behavior. Culture is the fundamental determinant of a

person’s wants and behavior. The growing child acquires a set of vales,

perceptions, preferences and behaviors through his or her family and other

key institutions. A child growing up in the United States is exposed to the

following values: achievement and success, activity, efficiency and

practicality, progress, material comfort, individualism, freedom, external

comfort, humanitarianism, and youthfulness. A child growing up in a

traditional middle-class family in India is exposed to the following values:

respect and care for elders, honesty and integrity, hard work, achievement

and success, humanitarianism, and sacrifice.

2. Social Factors


In addition to cultural factors, social factors such as reference groups, family,

and social roles and statuses affect the process of buying behavior.

a) Reference Groups:

A person’s reference groups are all the groups that have a direct (face-to-

face) or indirect influence on their attitudes or behavior.

Groups having a direct influence are called membership groups. Some of

these are primary groups with whom the person interact fairly continuously

and informally, such as family, friends, neighbors, and coworkers.

b) Family:

The family is the most important consumer buying organization in society,

and family members constitute the most influential

primary reference group. We can distinguish between two families in the

buyer’s life. The family of orientation consists of parents and siblings. From


parents a person acquires an orientation toward religion, politics, and

economics and a sense of personal ambition, self-worth and love.

c ) Role and Status :

A person participates in many groups – family, clubs and organizations.

Groups often are an important source of information and help to define

norms for behavior. We can define a person’s position in each group to

which he belongs in terms of role and status. A role consists of the activities a

person is expected to perform. Each role carries a status. A senior vice

president of marketing has more status than a sales manager, and a sales

manager has more status than an office clerk.

3. Personal Factors

A buyer’s decisions are also influenced by personal characteristics. These

include the buyer’s age and stage in the life cycle; occupation and

economical circumstances; personality and self-concept; and lifestyle and


vales. Because many of the characteristics have a very direct impact on

consumer behavior, it is important for markets to follow them closely.

a) Age and stage in the life cycle

b) Occupation and economic circumstances

c) Personality and self-concept

d) Lifestyle and values

Key Psychological processes

The starting point for understanding consumer behavior is the stimulus

response model. Marketing and environmental stimuli enter the consumer’s

consciousness, and a set of psychological processes combine with certain

consumer characteristics to result in decision processes and purchase and

decisions. The marketer’s task is to understand what happens in the


consumer’s consciousness between the arrival of the outside marketing

stimuli and the ultimate purchase decisions. Four key psychological

processes-

1. Motivation

2. Perception

3. Learning

4. Memory

1.1 Reason for selecting the Topic

“Customer is a king of Market.”

There was a time years ago, whatever the seller produces, he sells in the

market and the customer has to buy the same. But in the current scenario

due to the keen competition in the market, the situation has changed. Now

seller has to produce what customers want, to sustain in the market.


In the same way to know what customers want, one has to observe the

behavior of the customer. This is the reason why this topic is given

importance for selection. Once marketer understands the mentality, thought

process and reaction for certain product, he can easily grab the market

share. Sales are

largely bases on the Customers then the product and services offered by the

marketer.

The study of consumer behavior helps in

(1) Product Development and Improvement in R&D.,

(2) Launching of new Product and services

(3) Deciding and targeting to particular Market Segment

(4) Estimating Advertisement and branding Budget.


1.2 Importance of the Topic to the company

There are mainly two important Assets for any marketing company, i.e.

customers and clients. Such companies need to understand the customer’s

behavior toward the brand they are marketing for. Such a Bharti Airtel Group

also understands the same and hence study of Consumer Behavior is very

much important for the company.

Organization‘s Profile


Chapter 2.1 INTRODUCTIONS

Increasing competition is forcing business to pay much more attention to

satisfying customers. Customer satisfaction, a business term, is a measure


of how products and services supplied by a company meet or surpass

customer expectations. It is seen as a key performance indicator within

business and is part of the four perspective of a balanced scorecard. In a

competitive market place where business competes for customers,

customer’s satisfaction is seen as a key differentiator and increasingly has

become a key element of business strategies. The reason an organization is

interested in satisfaction of its customers is because customers purchase

the organization’s products. The organization is interested in retaining its

existing customers and increasing the number of its customers. Customer

satisfaction is an ambiguous and abstract

concept and the actual manifest of the state of satisfaction will vary from

person to person and from product to product. The state of satisfaction

depends on the number of both psychological and physical variables which

correlate with satisfaction behaviors such as returns and recommend rate.


The level of satisfaction can also vary. Depending on other options the

customer may have and other services against which the customer can

compare the organization’s services. Because satisfaction is basically a

psychological state, care should be taken in the effort of quantitative

measurement, although a large quantity of research in this area has

recently been developed. Work done by Berry, Border between 1990 and

1998 defined ten ‘Quality Values’ which influence satisfaction behavior,

further expanded by Berry in 2002 and known as the ten domains of

satisfaction. These ten domains of satisfaction

include: Quality, Value, Timeliness, Efficiency, Ease of Access, Environment,

Inter-departmental Teamwork, Front line Service Behaviors, Commitment

to the Customer and Innovation. These factors are emphasized for

continuous improvement and organizational change measurement and are

most often utilized to develop the architecture for satisfaction


measurement as an integrated model. Work done by Parasuraman,

Zeithaml and Berry between 1985 and 1988 provides the basis for the

measurement of customer satisfaction with a service by using the gap

between the customer’s expectation of performance and their perceived

experience of performance.

This provides the measurer with a satisfaction “gap” which is objective and

quantitative in nature. Work done by Cronin and Taylor propose the “

confirmation/ disconfirmation” theory of

combining the “gap” described by Parasuraman, Zeithaml and Berry as two

different measures (perception and expectation of performance) into a

single measurement of performance according to expectation. According to

Garbrand, customer satisfaction equals perception of performance divided

by expectation of performance. If the customer’s expectations of product

quality, service quality, and price are exceeded, a firm will achieve high


levels of customer satisfaction and will create “customer delight.” If the

customer’s expectations are not met, customer dissatisfaction will result.

And the lower the satisfaction level, the more likely the customer is to stop

buying from the firm. Customer Satisfaction may be measured directly by

survey and expressed as a percentage, such as Percent of Customers

Completely Satisfied. We have conducted a survey

and measure the level of customer satisfaction among the mobile users of

Up-west circle.


Chapter 2.1.1 INDUSTRY PROFILE

INTRODUCTION TO TELECOM SECTOR HISTORY

The first telegraph line in India was commissioned In October 1881 for the

East India Company.That was the beginning of India's Electronice contact

with the World.Hundred year's later,the first automat-ic teliphone exchange

opened in Calcutta.From than to 1995, when the first the cellular phone call


was made at the princely cost of ruppes16.80/ PER MIN.For the average

indian getting the teliphone connection having contact at the right place or a

wait that could take years. Not any more. With the mobile subscriber base

rising By about 1.5 millionevery month,India is the fastest growing mobile

market today.Of cource,what is playing out in India is just one exciting

chapter in the global wirless revolution-a revolution that has

ensured that mobile phone's are the most widespread communication

devises on Earth. There are 1.3 billion mobile subscribers around the global

today, and this number is expected to rise to 2 billion by 2007.By the year,

India is expected to have 207 million mobile subscribers- or just over 10% of

the total subscribers base. And it will probably also have the lowest rates for

the cellular telephone any where in the world. In the space of a decade, the

Indian telecomm sector has moved from the boodocks to became a global

growth story on steroids.This year is expected to be the seminal year in the


countries telecommunication history. By September 2000 the number of

cellular connection is expected to over take the 42.5 million fixed line

connection's, Say's international research firm garter. Some analysts advise

taking a slightly more conservative figure. They point out there is some

degree of over-contenting by

cellular service Operators in the mad rush to report ever higher subscriber

numbers. Since chum rates - the rate at which subscribers move out of one

system to another every month-very between 3.6% and 6% in the different

cellular circles of India, the possibility of double counting is fairly

pronounced. Calls rates are much higher in India compared to other

countries in the Asia - pacific reason, with the exception of Hong-Kong China.

Gartner's data for 2005 show that Indonesia has a monthly chum rates of 1-

2% while Japan monthly chum rate hovers around 1.5-2.6% )Even specter of

double counting can not take away from the fact that India's mobile party is


in full swing. And that it is likely to continue at least for the next couple of

year. Everyone- the government vendors. Handset manufactures, and

operators-is pulling out all the spot to make sure that the party does not end

prematurely. The introduction of the unfired license has sorted

out the key regulatory concerns. Sure, there are still a few patches left

uncovered, like a spectrum policy or raising the foreign direct investment

limit to 74%.But the industry feel that these matters will sorted out soon

after die section’s Unless we do some thing very stupid. I think there a lot of

potential left in this market ,' says Sanjay Mehta , head of telecomm. In

fact ,impressed with reliance Infocomm negotiation capabilities, two US-

based wireless op called the company in the past month asking if they could

source jointly, an thus bring down overall castes! In another landmark

agreement equipment vendor Ericsson agreed to a revenue sharing deal

with Bharti for upgrading it Delhi network to the 'Enhanced Data rate for


global evolution’ (EDGE) technology based on a GSM data technology. the

system will allow Ericsson to earn percentage of revenues every time a

subscribe download video of plays java

game. In fact, some, some oftener doors that a BUSINESS world spoke to

admit that participating in the Indian market has forced them radically

reduce cost their own companies.


Chapter 2.1.2 COMPANY PROFILE

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

the first private telecom services provider with a footprint in all the 23

telecom circles. Bharti Airtel since its inception has been at the forefront of

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

with its world class products and services. The businesses at Bharti Airtel

have been structured into three individual strategic business units (SBU’s) -

Mobile Services, Airtel Telemedia Services & Enterprise Services. The mobile

business provides mobile & fixed wireless services using GSM technology

across 23 telecom circles while the Airtel Telemedia Services business offers


broadband & telephone services in 94 cities. The Enterprise services provide

end - to - end telecom solutions to corporate customers and

national & international long distance services to carriers. All these services

are provided under the Airtel brand. Airtel comes to you from Bharti Airtel

Limited, India’s largest integrated and the first private telecom services

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

inception has been at the forefront of technology and has steered the course

of the telecom sector in the country with its world class products and

services. The businesses at Bharti Airtel have been structured into three

individual strategic business units (SBU’s) - Mobile Services, Airtel Telemedia

Services & Enterprise Services. The mobile business provides mobile & fixed

wireless services using GSM technology across 23 telecom circles while the

Airtel Telemedia Services business offers broadband & telephone services in


94 cities. The Enterprise services provide end-to-end telecom solutions to

corporate customers and national & international

long distance services to carriers. All these services are provided under the

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

telecommunications services based on an aggregate of 33,711,837 customers

as on December 31, 2006, consisting of 31,974,038 GSM mobile and

1,737,799 broadband & telephone customers. The Company was the first

private operator to provide mobile services in all the 23 circles in India. The

Company also provides telephone services and Internet access over DSL in 15

circles. The Company complements its mobile, broadband & telephone

services with national and international long distance services. The Company

also has a submarine cable landing station at Chennai, which connects the

submarine cable connecting Chennai and Singapore. The Company is a part

of the consortium, which jointly owns and has developed the next generation


undersea cable system SEA-ME-WE-The Company provides reliable end-to-

end data and enterprise services to the corporate customers by leveraging its

nationwide fiber optic backbone, last mile connectivity in fixed-line and

mobile circles, VSATs, ISP and international bandwidth access through the

gateways and landing station.

The businesses at Bharti Airtel have been structured into three individual

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

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

GSM mobile services across India in 23 telecom circles, while the B&T

business group provides broadband & telephone services in 94 cities.

The Enterprise services group has two sub-units - carriers (long distance

services) and services to corporate. All these services are provided under the

Airtel brand.Company shares are listed


on The Stock Exchange, Mumbai (BSE) and The National Stock Exchange of

India Limited (NSE).


Bharti Airtel Ltd :-

Bharti Airtel Ltd is one of Asia's leading telecommunications service provider. The Company is India’s largest integrated telecom company in terms of customer base and offers Mobile Services, Fixed Line services, Broadband & IPTV, DTH, Long Distance and Enterprise services. Airtel also offers mobile services in Sri Lanka on a state-of-the art 3.5 G network.

Bharti TeleTech Ltd :-

Bharti Teletech is India’s leading telecom & allied products company. It is one of the largest manufacturers of landline telephones in the world. With a strong distribution network across the country, the company is also the primary distributor of IT and Telecom products from interntional brands such as Motorola, Blackberry, Thomson, Polycom, Transcend, and Logitech.

Telecom Seychelles Ltd :-

A subsidiary of Bharti, Telecom Seychelles Ltd provides comprehensive telecom services including 3G mobile services in Seychelles, under the ‘Airtel’ brand.


http://www.airtel.sc/

http://www.bharti-teletech.net/

http://www.airtel.in/

Comviva Technologies Ltd :-

Comviva is the leading provider of integrated VAS solutions for mobile operators in emerging markets. Among the top 3 global providers of integrated VAS solutions in rapidly growing markets, Comviva has deployed solutions for over 100 mobile operator customers in over 80 countries worldwide.

FieldFresh Foods Pvt. Ltd. :-

FieldFresh Foods Pvt. Ltd., is a venture between Bharti Enterprises and Del Monte Pacific Limited, to offer fresh and processed fruits and vegetables in the domestic as well as international markets, including Europe and the Middle East.

Bharti Retail Pvt Ltd :-

Bharti Retail is a wholly owned subsidiary of Bharti Enterprises. Bharti Retail operates a chain of multiple format stores that offer consumers affordable prices, great quality and wider choice. The company’s neighbourhood format stores operate under the "Easyday" brand and the compact hypermarket format under the “Easyday market” brand.


http://bharti.com/ourcompanies.html#bhartiretail

http://www.fieldfreshfoods.in/

http://www.bhartitelesoft.com/

Bharti AXA General Insurance Company :-

Bharti AXA General Insurance is a joint venture between Bharti Enterprises and AXA, world leader in financial protection and wealth management. The company was incorporated in July 2007 and offers a full suite of general insurance solutions to meet the needs of businesses and individuals alike.

Bharti AXA Life Insurance Company:-

Bharti AXA Life Insurance Company Ltd is a joint venture between Bharti Enterprises and AXA, world leader in financial protection and wealth management. The company offers a range of life insurance and wealth management products with an endeavour to help customers lead a confident life.

Bharti AXA Investment Managers Pvt. Ltd. :-

Bharti AXA Investment Managers Pvt. Ltd., an asset management company in India, is a joint venture between Bharti Enterprises, AXA Investment Managers (AXA IM) and AXA Asia Pacific Holdings (AXA APH).


http://www.bhartiaxa-im.com/

http://www.bharti.com/

http://www.bharti-axagi.co.in/

Centum Learning Limited :-

Centum Learning Limited provides end-to-end learning and skill-building solutions to several large corporates. It provides solutions that impact business performance through enhanced employee productivity, customer profitability and effective talent transformation.

Jersey Airtel Ltd :-

Jersey Airtel, a subsidiary of Bharti, offers world-class mobile services in Jersey (Channel Islands) over its full 2G, 3G and HSDPA enhanced network. The Company brings market-leading products and services to its customers under Airtel-Vodafone brand.

Bharti Foundation :-

Bharti Foundation was set up in 2000, with the vision, “To help underprivileged children and young people of our country realize their potential”. It aims to create and support programs that bring about sustainable changes through education and the use of technology and information.

Bharti Realty :-


http://www.bhartirealty.com/

http://www.bhartifoundation.org/

http://www.bharti.com/

http://www.bhartiresources.com/

Bharti Realty Limited is a young, vibrant and dynamic realty company with expanding interests in commercial, retail and residential real estate. Bharti Realty aims to be amongst the most admired real estate players in India and aspires to attain highest degree of customer trust through superior product design and maintaining an uncompromising stand towards environmental responsibility, ethics and safety

Bharti Infratel :-

Bharti Infratel, a wholly owned subsidiary of Bharti Airtel, provides passive infrastructure services on a non-discriminatory basis to all telecom operators in India. Bharti Infratel also holds approximately 42% stake in Indus Towers, a joint venture between Bharti, Vodafone and Idea to offer passive infrastructure services.


https://www.bharti-infratel.com/

Name Bharti Airtel Limited

Business DescriptionProvides mobile, telemedia services (fixed line) and enterprise services (carriers & services to corporates)

Established July 07, 1995, as a Public Limited Company

Proportionate Revenue

Rs. 270,122 million (year ended March 31, 2008-Audited)

Rs. 184,202 million (year ended March 31, 2007-Audited)

As per Indian GAAP Accounts

Proportionate EBITDA

Rs. 114,018 million (year ended March 31, 2008 - Audited)

Rs. 74,407 million (year ended March 31, 2007 - Audited)

As per Indian GAAP Accounts

Shares in Issue1,898,020,804 as at June 30, 2008

ListingsThe Stock Exchange, Mumbai (BSE)

The National Stock Exchange of India Limited (NSE)

Customer Base 69,383,716 GSM mobile and 2,393,732 telemedia customers (Status as at month ended June 30, 2008)

Operational Network

Provides GSM mobile services in all the 23 telecom circles in India, and was the first private operator to have an all India presence.

Provides telemedia services (fixed line) in 94 cities in India.Registered Office Bharti Airtel Limited

(A Bharti Enterprise)

Qutab Ambience (at Qutab Minar), Mehrauli Road,


New Delhi - 110 030

AWARDS AND RECOGNITIONS

Bharti Airtel draws Top Honors at the MIS Asia IT Excellence Awards

2006.

Bharti Airtel is among the top 10 best performing companies in the

world, according to the Business week IT 100 list.

Sunil Bharti Mittal is ‘CEO of the year’ at the Frost and Sullivan Asia

Pacific ICT awards 2006 and Bharti Airtel bags’ Wireless Service

Provider’ of the year and ‘competitive service provider of the year’.

Bharti Tele-ventures is the “BEST INDIAN CARRIER at Telecom Asia

Awards 2006”.


Bharti Airtel has won the CNBC-TV18 India Business Leader Award for

the Outstanding Company of the year, 2007

Bharti draws top honours at the NDTV Profit Business Leadership

Awards 2007

Bharti Airtel Ranked 3rd on Shareholder Returns in Business Week IT

100 List

Sunil Bharti Mittal conferred Degree of Doctor of Science (Honoris

Causa) by G. B. Pant University


Chapter 2.1.3 Management Team

]

Registered and corporate office

Bharti Airtel LimiedQutabambience, H-5/12,Mehraula Road,


Senior Management

Tina Uneken Ashok Juneja Jai Menan Hemant Sachdev Daljit Singh Don price Sanjay kapoor John Thompson Viresh Dayal Vinod Sawhny

Board of the Directos

Sunil Bharti Mittal (Chairman and MD of company)

Rakesh Bharti Mittal Rajan Bharti Mittal Akhil Gupta Chau Sock Koong Gavin John Darby York Chye Chang Pulak Chandan Prasad N.Kumar Syeda Bilgrami Imam V.S. Raju Arun Bharat Ram Donald Cameron KurtHellstrom Paul O’Sullvan Ajay lal Paul Donovan

New delhi 110 030

Tel: +91 11 41 666 000Fax: + 91 11 41 666 011/12Website: http//www.airtel.in


tel:+91

Research objectives&

Scope of ResearchProject


Chapter -3 Research objectives & Scope of Research

Introduction:

Research always starts with a question or a problem. Its purpose is answer to

questions through the application of the scientific methods. It is a systematic

and intensive study directed towards a more complete knowledge of the

subject studies. Once the problem is defined properly then one can easily

chalk out the Objectives for the research.

3.1 Problem Definition


“A problem well defined is half-solved” Poorly defined problems create

confusion and do not allow the researcher to develop a good research

design. The first step in research is formulating a

research problem. It is the most important stage in applied research as

poorly defined problems will not yield useful results.

It may be mentioned that the problem formulation from the researcher’s

point of view represents translating the management problem into a

research problem. In order to formulate an appropriate research problem on

the basis of a management problem, it is necessary to have a meaningful

dialogue between the researcher and the manager. Without a meaningful

dialogue, the problem is likely to be defined poorly. The research carried out

on that basis will hardly have any value for the management. After a problem

has been chosen, the next task is to formulate it precisely. This too needs a

good deal of care on the part of marketing researchers. Formulation implies

a clear statement or definition of the problem.


A complete problem definition must specify each of the following:

1. Sample and sampling units

2. Time and space boundaries

3. Product features, and consumer preferences

4. Specific environmental conditions

Taken together these four aspects identify who, when, where, and what of

the research. Here at my research project was undertaken with Airtel.

With the respect of the respective head under ‘Problem Definition’ my

research project is defined as follows:

“Research Study of Consumer Behavior in Postpaid Customer Segment”


3.2 Objectives of the Research Project

The subject matter for this research Project is to study the behavior of the customer

regarding the Post paid connections offered by Airtel in Lucknow. This project consists

of different objectives.

They are as follows:

To know the test and preferences of consumer for the Postpaid products.

To know the current market share of Postpaid connections, PRI plan.

To measure the customer satisfaction regarding the post paid connection.

To understand the reaction of consumers by listening to the Brand.

To know the sex ratio of Airtel users.

To know the current market player and competitors.

To study the customers’ thought process.

3.3 Product Scope


Scope of Airtel postpaid Product marketed by APPCO:

Appco had started Marketing and sales for Airtel from 2004 from Mumbai.

Appco successfully hit the market in the postpaid sector. Right now Appco is

marketing for Airtel in Pune, Chennai, Calcutta and Bangalore. In all this regions

Appco is running very successfully due to their strategic marketing methods.

Appco is now focusing towards Delhi, Ahmadabad, Punjab and other regions of

Maharashtra. For this further development Appco has conducted recently the

test marketing in Ahmadabad and Sholapur. The results ware satisfactory for

the test marketing conducted at these areas.

Research Methodology47

Anil Yadav SCBM 8007

Chapter -4 Research Methodology & Limitations


4.1 Research Design :

Research Design is the plan, structure and strategy of investigation conceived

so as to obtain answers to research questions and to control variance.

Descriptive Research

The type of research Design for this Research Project is Descriptive Research.

Under the head of the Descriptive Research this project is based on the cross

sectional studies.

The cross sectional studies are of two types:

1. Field studies

2. Surveys

This research is based on the surveys.


The complete research design is formulated with the following steps:

Identify and define the problem

Choice of Research Design

Determining sources of Data

Designing data collection Forms

Determining sampling design and sampling size

Organizing and conducting the field survey

Processing and analyzing the collected data

Interpretation and conclusion

4.2 Formulate a Hypothesis:


Conventional approach to hypothesis testing is to set up two hypotheses

instead of one in such a way that if one hypothesis is true, the other is false.

Two hypotheses, for this research, are as follow:

1. Null Hypothesis – H0: Customers are satisfied.

2. Alternative Hypothesis – HA: Customers are not satisfied.

4.3 Sampling Plan

Type of sampling method adopted Stratified random sampling

A stratified random sample is one where the population is divided into

mutually exclusive and mutually exhaustive strata or sub-group and then a

simple random sample is selected within


each of the strata or sub-groups. Thus, for the purpose of this research

project, the population of Pune is divided in to the sub-groups on the basis of

their income level. And from each strata 10 samples are drawn or tested.

4.4 Sample size determination

Practical method

According to this approach, a sample size of less than a few hundred units is

not chosen. This is because when a field survey is undertaken, interviewers

are appointed, trained and asked to conduct field investigations. Since all this

would cost substantially, it would not be worth it for the marketing

researcher if only a small sample is chosen. In light of this method the sample

size was decided to be 10 samples for each strata or sub-groups.

4.5 Data collection Instruments


There are two main methods by which primary data can be collected are:

1. Observation

2. Communication

Observation:

Observation is one of the methods of data collection. It is used to get both

past and current information. For example, instead of asking respondents

about their current behavior, we may observe it and record our observations.

Although it is not possible to observe past behavior, we may observe the

result of such behavior. In a way, secondary data reflect the results of the

past behavior of people as also of past occurrences.

Communication:


The communication method, in effect, is the method of designing

questionnaires with a view to collect the requisite information.

Instruments:

From the above both data collection method, Questionnaire

(Communication method) is selected as the instrument for collecting the

data as the respondents are directly interviewed by the researcher. The same

questionnaire is attached as an annexure to this report.

Questionnaire Design:

From basic aspects of measurement and meaning, we proceed to their

application in designing the instruments for seeking and recording data. Data


may be obtained by either observing or asking for them, and forms are

needed for field used in observation and interviewing. The accuracy and

relevancy of the data gathered depend heavily on the questionnaire.

Function of questionnaires:

Questionnaire is simply a formalized schedule to obtain and record specified

and relevant information with tolerable accuracy and completeness. In other

words, it directs the questioning process and promotes clear and proper

recording.

4.6 Research Limitations:

One must be aware of these limitations in advance so that one is clear about

what Research can and cannot do:


o First, very many times, marketing research tends to be fragmentary in

its approach as a result of which it becomes difficult to have an overall

perspective in which a marketing problem is to be viewed and studied.

o Second, marketing research is criticized on the ground that it becomes

too superficial and faulty in industry. While the principles of marketing

research are good based on scientific lines, in industry, marketing

research is very often used by those who have had no formal

training in the

subject. Such persons avoid using detailed investigations and sophisticated

techniques which require both time and patience on the part of marketing

researchers.

o Third, there is an absence of a meaningful dialogue between the

marketing management and the marketing research team. As a result,


marketing researchers get divorced from the main stream of marketing.

This denies them any opportunity to think that “research is the be all

and end all.” This attitude further reduces the utility of research to the

management.

o Fourth, marketing research is not an exact science. There are several

imponderables which come in the way of getting accurate results.

Analysis,Interpretation

&Presentation


Chapter – 5 Analysis, Interpretation & Presentation .

Question:1 Do you use Postpaid connection ?


Graph-

Interpretation- In the first question we found that 72% people are using postpaid

services and recent people are using another services in corporate.

Question:-2 which company’s telecom service are you using?

Graph-


Interpretation - In the 2nd question we found that 36% people are using Airtel,

42% people are using BSNL, and 22% people are using RIM ‘s service.

Question:-3 which Company’s you prefer and suggest for better service?

Graph:-


Interpretation - In the 3rd question we found that 38% people are preferred Airtel,

39% people are preferred BSNL, 33%people are preferred RIM, for better services.

Question:-4 Which things do force you for using the company’s network?

Graph: -


Interpretation - In the 4th question we found that-

1-Better service 25% 2-Brand name 18%

3-Old number 19% 4-Good network 23%

5-Good tariff plan 14%

25% people are preferred for Better service and other reason forces to be use,

company’s network.

Question:- 5 What is your total billing on postpaid are you using?


Graph:-

Interpretation :- Here I found that 43% people are billing Rs. 5000-10000.

a- Rs 5000-10000 43% users

b- Rs 10000-15000 32% users

c- Above Rs 15000 25% users

Question: -6 How do you know about Airtel Landline/postpaid ?


Graph :-

Interpretation :- these data show that media is main forcible mode of using

Airtel to users.

a- Sales person 32%

b- Media 36%

c- Neighbors /friends 22%

d- Others 10%


Question:7 Are you using PRI plan or not ?

Graph-

Interpretation- In the first question we found that 52% people are using

postpaid PRI service and recent people are not using in corporate.

Question:- 8 Which type of calls Do you made?


Graph:-

Interpretation:- 42% people do the local calls and 32% people do STD calls

and other given below.

a- Local calls 42%

b- STD calls 32%

c- ISD calls 17%

d- all of the above 13%


SWOT ANALYSIS

Strengths

The company’s name, Bharti Airtel, is the biggest strength and support

behind the plan and it helps in establishing the faith of the customer.

Availability of product to customer in more faster then other

competitor. (Hand to hand).

The package offered is very attractive.

Low initial investment.

Low local call rates.


Attractive monthly rental.

If the plan is clearly conveyed to prospective customers they will most

probably buy the product.

No worthwhile competitor. B.S.N.L. is the main competitors but

monthly rental is a big weak point for them.

The market hitting is very efficient as the dealer is using persona; sale

technique by using local salesmen and providing services door to door.

Weaknesses


The sales team is not properly trained and not properly paid. As the

result the false plan-descriptions are spread to the customer and the

sales team is not showing commitment towards the dealer and the

customer.

The only voucher sale-source is the dealer office and the customers

have to travel

a lot to buy the voucher and it increase their botheration.

The project started in the rainy and sowing season. So the farmers are

busy in the fields and also invested lot on the crop as a result they have

less disposable finance to own the phone.

The user manuals and the plan.s pamphlets are in English. So, it is

difficult for the majority of rural customers to understand the plan.


The phone system is battery operated and the backup is very small. Due

to the frequent electricity failure, the battery is not performing well.

Salesmen in procuring stock and CAF waste Lot of time.

The features of the plan are very technical and difficult for the rural

customer to understand.

Changes in the plan are not timely conveyed to the salesmen.

The dealer is not showing his commitment towards the company and

also the company is not providing him the sufficient support. For

example:

The stock supply is not in time.


The dealer is not very much interested in providing after sale service to

customer.

Opportunities

There are major competitor for the airtel., which is a fixed line phone.

The TATA and the RELIANCE are covering very small area of the villages

and mainly covering the commercial connections (STD, PCO). So, there

is vast area open for the RHTP if they improve and expand their

network.

The plan that PRI offering is very attractive and economical. If they

spread their plans and communicate well with the customer, they will

definitely switch to the

Airtel’s connection.


By providing on time and best service to the customer, the company

can gain customer loyalty and customer satisfaction.

The well-trained and motivated salesmen can prove an asset to the

company and can increase sales volume and customer satisfaction.

If the length of cable provided with magnetic antenna is increased,

demand for

PPA will be reduced.

If higher denomination vouchers are introduced revenue will increase.

Threats


The poor service satisfaction is the biggest threat to the company. If

the customer will not get on time service they will definitely switch to

the other phone system and sales will fall down.

The rumors are also the major threat to the business. Being illiterate,

rumors affect the rural customers the most and the company’s images

get affected.

The weak marketing activity is also the threat to the image. The

customer is notgetting proper information about the plan and the

dealer and the salesman are fooling them.

The rainy season is also the threat to the sales volume because it

becomes difficult to reach the prospective customer.


The stock supply and the voucher availability is very poor so it effect

the customer’s faith and satisfaction.

In some cases, the customer’s form get accepted but even after two

months the phone is not activated, if it is the case of rejected form

then the rejected form is not submitted back to the salesman.

Changes in the plan are not timely conveyed to the salesmen.

The dealer doesn’t give due attention to the important identity proof of

the customer submitted to him and also in some cases it get misplaced.

It is also the threat as it makes the customer to suffer.

Technical Complaints


Battery discharges in short span of time.

Calls are charged at the higher rates than mentioned in plan.

Receivers are defective in majority of instruments.

Weak network and interference.

DEL already exists.

DEL not activated.

Display is in English.

SUGGETIONS:-

The voucher’s retail outlet should be opened so that the customers get

the voucher easily.

Provide adequate training to the sales man.

User manuals and the plan’s pamphlets should be printed in Hindi.

Better quality batteries should be provided with the set.

Sales promotion should be more intense.


Issue identity cards and sales kit to the salesman.

Increase the length of the wire of antenna.

Appoint P.R.O in each territory.

Conclusion and

Suggestions


Conclusion

For Bharti Airtel Ltd.


We can see from the Consumer Research that most of the respondents

are using Airtel but they are just using it because it is available in the

market at the affordable and comparative Prices.

If we look at to the survey research one can find that Airtel is not the

best Cellular service provider in India because a part from the basic

cellular services and the tariff plans, it’s not good at any point. Because

most of the respondents have rated it as average more. And of course

the survey research always reflects the truth.

The average rating for the company is being “Good”. Some respondents

commented that Airtel is very worst at Coverage and Customer care

Support.

Suggestions


For Bharti Airtel Ltd.

Well I suggest Airtel to increase the Quality and Capacity of both,

cellular services as well as other related services such as Customer care

support and roaming etc.

Company has got a good span over Indian Market but they need some

more investment on the above suggested topics to sustain NO.1 in the

market.

Airtel is running successfully in Indian market so it can diversify its

business to other countries by the way of mergers and amalgamations.


AnnexureQuestionnaire

We are student of PGDM ,and conducting survey for telecom industry, so please fill up the Questionnaire.

TOPIC :“Study of Consumer Behavior in Postpaid Customer Segment”

Personal Information:A. FullName: ___________________________________________________


B. Contact NO.:________________ Mob:__________________C. Sex: Male Female D. Occupation: Student Housewife Job Retired Business UnemployeedE. Monthly Income:_______________

Details about Airtel:

1. Do you use postpaid connection ?

Yes [ ] no [ ]

2. which company’s telecom service are you using?

a- Airtel [ ] b- BSNL [ ] c-Reliance [ ]

3. which Company’s you prefer and suggest for better service?

a- Airtel [ ] b- BSNL [ ] c-Reliance [ ]

4. Which things do force you for using the company’s network?

a-Better service [ ] b-Brand name [ ] c-Old number [ ]

d-Good network [ ] e-Good tariff plan [ ]

5. What is your total billing on postpaid are you using?

a- Rs 5000-10000 [ ] b- Rs 10000-15000 [ ] c- Above Rs 15000 [ ]


6. How do you know about Airtel Landline/postpaid ?

a- Sales person [ ] b-Media [ ]

c- Neighbour/friends [ ] d-Others [ ]

7. are You using PRI plan or not?

a-Yes [ ] b- No [ ]

8. Which type of calls Do you made?

a- Local calls [ ] b- STD calls [ ]

c- ISD calls [ ] d- all of the above [ ]

Any suggestion regarding to Telecom Industry.

……………………………………………………………………………………………………….….………………………………………………………………………………………

Thanking you for giving us your valuable time

Date: ___/___/_______SignaturePlace: ______________

DETAILS OF THE CUSTOMERS

S.No. FIRM NAME PERSONCONTACT

No.APPROX BILLING

USE NETWORK

1 AKANSHA PRINTINGS MR. BHARGAVA 0522- 5,000 AIRTEL+RIM


3290494

2 HARSH PLYWOOD MR. PIYUSH 9415018252 7,000 BSNL

3 ICFAI STATION ROAD MR. ANAND0522-

40689396000 AIRTEL

4 TVS AUTOMOVES MR. RAVI0522-

40000854000 AIRTEL

5 FRANGRATOR'S PVT. LTD MR. VIJAY0522-

40015795000 AIRTEL+BSNL

6 CSPL PVT. LTD. MR. RAVI0522-


7 AKBAR TRAVEL PVT.LTD. MISS. SHAILY0522-

26308887000 BSNL+RIM

8 OMAN AIRLINE MISS.AWASTHI 0522-293754 4000 AIRTEL+BSNL

9 MITTAL GUPTA & CO. MR. ALOK0522-


10 BISPL PVT. LTD. MR. RAJEEV 3000 BSNL

11 THE WAXPOL PVT. LTD MR. DEEPAK0522-

26385404000 BSNL

12 LION FINANCE SERVICES MR. AMARJEET0522-

263525913000 BSNL+RIM

13 SHRIRAM G. INSURANCE MR. USMAN0522-

32661452500 BSNL+RIM

14 NEW HORIZONS PVT. LTD. MRS. ARADHANA0522-

26381614000 BSNL+AIRTEL

15 RIYA TOUR AND TRAVEL MR. SURESH0522-

403000015000 AIRTEL

16 MOTILAL OSWAL SECURITI. MR. RATNESH0522-


17 KSP PUMPS PVT. LTD. MR. KAMLESH0522-

26355972000 BSNL

18 BHAGWATI GAS MR. BHAGWATI0522-


19 PREMIER ALLOY LTD. 0522-

26368422000 BSNL

20 SPEEDEX COURIER 0522-

40217663500 AIRTEL

21 DEVESH CHIT FUND MR. HARSH 9235755493 4500 TATA+BSNL

22 SHRI GANESH TRADING CO MR. RATNESH0522-

22012144000 BSNL

23 HOEL EXPRESS 0522-

26855005000 BSNL

24 S.K. DIESAL & COMP. MR. SATENDRA 9415080652 4000 BSNL+RIM

25 GANPATI SALES MR. AGARWAL 9335019609 3500 RIM

26 JAI MAHALAXAMI TRADERS MR. NAGANDRA0522-

26848473000 BSNL+RIM


27 SON ENGINNERING MR. GUPTA 9956394498 7000 AIRTEL+BSNL

28 FULLERTORN INDIA LTD. MR. AMIT 9793587555 4000 AIRTEL+IDEA

29 DYNAMIC TRADER MR. Y.K. GUPTA0522-

26855554000 BSNL+RIM

30 SIMLA PALACE 0522-


31 DAYAL SALES MR. VIJAY0522-

26857572000 BSNL+RIM

32 BLUE SQURE ENGG. CORR MR. NITIN0522-

40057793500 AIRTEL

33 VCARE TRADORS MR. RATNESH 9335905585 3000 AIRTEL+RIM

34 J.P. TRADERS MR. S.K.MISHRA0522-

40450783000 AIRTEL

35 SUN GLOSS MR. R.K. GUPTA0522-


36 PLY ZONE MR. DEEPAK0522-


37 NAAZ FOUNDATION MR. ISHRAT0522-


38 QUANTUM HITECH MR. RAHUL 9235179421 7000 AIRTEL

39 IBS MAGT. COLLEGE MR. JAIN 9919994989 8000 RIM

40 FUTURA INST. OF MAGT. MISS. AJEETA0522-

27213267000 BSNL

41 IILM ACADEMY MR. VARTHAYA0522-

272729220000 RIM+BSNL

42 ICFAI GOMTINAGAR MR. RAJKAMAL 9336264013 6000 RIM+BSNL

43 LUCKNOW P. SCHOOL MR. AMIT0522-

65344113000 TATA

44 RAMA COLLEGE MR. MAYANK0522-

65344114000 TATA+BSNL

45 SURYA MAGT. SAHID RD. MR. YOGESH 9005092925 20000 AIRTEL+RIM

46 VIJAT INFRASTRUCTURE MR. VIJAY0522-

23039423000 BSNL+RIM

47 FORRD HOSPITAL MR.ANAND 9935090940 17000 AIRTEL+BSNL

48 H.R. CREATIONS MR. JOHN 9984511888 4000 AIRTEL

49 NIDAN DIGNOSTIC 0522-

23034235000 BSNL

50 THE INST. OF C.A. OF INDIA 0522-226010 8000 BSNL

51 IPM MAGT COLLEGE 0522-


52 MLG INST. OF TECH. 9793220194 4000 BSNL+RIM

53 CAREER AVENUES M.N. MR. ANURAG 0522- 7000 AIRTEL


4031400

54 SAJAG FINANCIAL SECT. MR. AJIT0522-

40022912000 AIRTEL+RIM

55 ZAPAK GAMEPLEX MR. ANURAG 9235376369 3500 TATA

56 IMRB FAIZABAD ROAD MR. ALOK0522-


57 DASH CASH MR. MANISH 9415047318 5000 RIM+BSNL

58 PIE EDUCATION MR. VIVEK 9335204647 5000 RIM+TATA

59 MAHINDRA MOTORS MR. PRAVEEN0522-

40014615000 AIRTEL

60 NIRVANA ENGG. MR. VISHAL 9415197072 3000 BSNL+RIM

61 VINEEMEE ASSOCIATES MR. ANUJ0522-

40463742000 AIRTEL

62 S.S. ASSOCIATES 0522-


63 UNICORN MR. GOEL0522-


64 SEEDS SAHARA CENTER MR.PRADEEP0522-

40271544000 AIRTEL

65 OMANI CARE 0522-

23451873000 BSNL+RIM

66 LAKSH INST. TRAIN.&PLAN. 0522-

40047635000 AIRTEL

67 CEDER ENGG. &SYSTEM 0522-


68 LAB INDIA 0522-

23465353000 BSNL

69 SHRI SAHAJ E- VILLAGE 0522-


70 APOORVA SECURITIES 0522-


71 BLUE STAR MISS. BHAVANA0522-

403400025000 AIRTEL

72 EERA INST. OF MAGT 9307724169 3000 RIM

73 DENTAL CLINIC 9415419291 3000 BSNL

74 FORTUNE PVT. LTD. MR. SUJEET 9307508420 5000 RIM+AIRTEL

75 L.G. SERVICE CENTER MR. PANKAJ 9839966514 10000 AIRTEL+RIM

76 INVESTMENT INTER. LTD. MR. KAYUME 9838475048 7000 TATA+RIM+BSNL

77 NAVNADHI AWAS PVT. LTD 0522-

23101423000 BSNL+RIM

78 BHADURIYA PROMOTORS 0522-


79 PCI PVT LTD MR. MANISH0522-

40221213500 AIRTEL


80 CONCORD PHARMA 9307621986 4000 RIM+BSNL

81 WIND SHIED EXPERTS 0522-

23124243000 RIM+BSNL

82 SAM N TOFF PVT LTD 0522-

23417933500 AIRTEL

83 TARANG ENTERPRISESE MR. NIRAJ0522-

30422203500 TATA+RIM

84 PRO TEC MR. LOKESH0522-

40709934000 AIRTEL

85 JAYPEE BROS PVT. LTD. 0522-

30405544000 AIRTEL

86 SURYA TOUR & TRAVEL 9415749690 3000 RIM

87 SHARE KHAN MR. MAHENDRA0522-

40258383000 AIRTEL

88 HIMALAYA INST. OF MAGT. 9721064814 4500 TATA

89 B.L. TRAVELS MR. ANIL0522-


90 ARUN SOIL LAB LTD. 0522-


91 CYBER POINT MR. KESHAV0522-

40225592500 AIRTEL

92 M.R. CONSULTANT 9451015021 3000 BSNL

93 SHIVANI AUTOMOBILE MR. ABHISHEK 9335019151 2000 RIM

94 ANUBHAV ASSOCIATES MR. ANUBHAV 9415011696 3000 RIM+BSNL

95 KHARE ASSOCIATES MR. KHARE0522-

23295612000 BSNL

96 SHINAM ASSOCIATES MR. SHIVAM 9335923704 2500 RIM

97 NOVA DIAGNOSTICS MR. VIRENDRA0522-

23522166000 BSNL

98 SHANTI DISTRIBUTORS MR. SUBODH0522-

40297982000 AIRTEL

99 AGARWAL AGENCIES MR. AGARWAL0522-

23463472500 BSNL

100 J.S DISTRIBUTORS MR. HASIM 9336636587 1500 BSNL

Bibliography


Books:-

· Marketing Research – G. C. Beri· Research Methodology – C. R. Kothari· Principles of Marketing – Philip Kotler

Websites:-

· http://www.google.com· http://en.wikipedia.org. http;//www.bharti.com· http://www.airtel.in

· Other Marketing research related sites.


http://www.airtel.in/

http://en.wikipedia.org/

bharti airtel

Documents

victor anil yadav scbm

introduction anil yadav

meanil yadav scbm

theanil yadav scbm

scope of research project

project activity

project coordinator

anil yadav pgdm