SUMMER TRAINING REPORT SUBMITTED TOWARDS THE PARTIAL FULFILLMENT OF MASTER OF MARKETING MANAGEMENT

0n CUSTOMER SATISFACTION TOWARDS RELIANCE COMMUNICATION

SUBMITTED BY ABHISHEK KUMAR SINGH PGDM(2010-2012) TARNINIG SUPERVISOR:MR. ANANAD SINGH ASM, RELIANCE VARANASI FACULTY GUIDE PROF.NILESH B.ANUTE SINGHAD INSTITUTE OF MANAGEMENT

Sinhgad Business School Vadgaon Campus, Pune

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DECLARATION I, ABHISHEK KUMAR SINGH from Sinhgad business school Pune did my summer internship from RELIANCE COMMUNICATION LTD. For completion of master of marketing management in Varanasi, U.P. from dated 18th May 2011 to 07th july 2011 on topic CUTOMER
SATISFACTION TOWARDS RELIANCE COMMUNICATION declaring

that all the information given in this project report is true and correct . I am also declaring that all the work in this project is done by me and this report has never been submitted to anywhere else for award of any degree/diploma.

Place : Varanasi Date :

ABHISHEK KUMAR SINGH

CERTIFICATE
This is to certify that project titled CUSTOMER SATISFACTION TOWARDS RELIANCE COMMUNICATION For RELIANCE COMMUNICATION LTD.VARANASI is bonafied work carried out by ABHISHEK KUMAR SINGH 2nd year student of MMM degree of university of Pune. He has work under my guidance and director.

DIRECTOR: ( Dr. Danniel penkar) Date: Place: siom, pune.

GUIDE: (Mr. Nilesh B. Anute) Date: Place: siom, pune.

TABLE OF CONTENTS

Chapter No Chapter1.

Subject.. Introduction Objective of the study Global scenario Indian overview Scope of the study Significance of the study Literature review

Chapter 2 .

Industry profile. Growth , vision, value

Chapter 3 . Chapter 4. Chapter 5.

Research methodology Data analysis and interpretation. Finding and recommendation. Conclusion Bibliography
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Questionnaire

ACKNOWLEDGEMENT
It is a proud privilege on my part to express my sincere and humble gratitude to all those people who have helped me directly or indirectly in the completion of this project. I pay sincere thanks who spent his valuable time and knowledge and gave me wholehearted support and encouragement in carrying out this project. I thank all those executives and non executives of RELIANCE COMMUNICATION Pvt. Ltd who spent their valuable time in interacting and giving their personal time in interviewing them. I am thankful to my faculty for supporting me and guiding me throughout the project.

ABHISHEK KUMAR SINGH PGDM

CHAPTER 1 INTRODUCTION

INTRODUCTION
World telecom industry is an uprising industry, proceeding towards a goal of achieving two third of the world's telecom connections. Over the past few years information and communications technology has changed in a dramatic manner and as a result of that world telecom industry is going to be a booming industry. Substantial economic growth and mounting population enable the rapid growth of this industry. The world telecommunications market is expected to rise at an 11 percent compound annual growth rate at the end of year 2010. The leading telecom companies like AT&T, Vodafone, Verizon, SBC Communications, Bell South, Qwest Communications are trying to take the advantage of this growth. These companies are working on telecommunication fields like broadband technologies, EDGE(Enhanced Data rates for Global Evolution) technologies, LAN-WAN inter networking, optical networking, voice over Internet protocol, wireless data service etc. Economical aspect of telecommunication industry: World telecom industry is taking a crucial part of world economy. The total revenue earned from this industry is 3 percent of the gross world products and is aiming at attaining more revenues. One statistical report reveals that approximately 16.9% of the world population has access to the Internet. Present market scenario of world telecom industry: Over the last couple of years, world telecommunication industry has been consolidating by allowing private organizations the opportunities to run their businesses with this industry. The Government monopolies are now being privatized and consequently competition is developing. Among all, the domestic and small business markets are the hardest.

OBJECTIVES OF THE STUDY

The following are the objectives of the study. 1. To know the customer satisfaction of Reliance data card users. 2. To know the perception of customer about Reliance Data card.

3. To understand the factors that decide of the satisfaction of the customers while buying a data card. .

GLOBAL SCENARIO
Until the 1980s the world telecommunications systems had a simply administrative structure. The United States telephone service was supplied by a regulated monopoly, American Telephone and Telegraph (AT&T). Telegraph service was provided mainly by the Western Union Corporation. In almost all other countries both services were the monopolies of government agencies known as PTTs (for Post, Telephone, and Telegraph). In the United States beginning in 1983, AT&T agreed in a court settlement to divest itself of the local operating companies that provided basic telephonic service. They remained regulated local monopolies, grouped together into eight regional companies. AT&T now offers long distance service in competition with half a dozen major and many minor competitors while retaining ownership of a subsidiary that produces telephonic equipment, computers and other electronic devices. During the same period Great Britains national telephone company was sold to private investors as was Japans NTT telephone monopoly. For telegraphy and data transmission, Western Union was joined by other major companies, while many multinational firms formed their own telecommunications services that link offices scattered throughout the world. New technology also brought continuing changes in the providers of telecommunication. Private companies such as Comsat in the United States were organized to provide satellite communication links within the country. Around the world we are witnessing remarkable changes to the telecoms environment. After years of debate, structural separation is now taking place in many parts of the world including Hong Kong, New Zealand, Singapore and some European markets. Structural separation or at least fullblown operational separation is required to advance the entire industry and to create new business opportunities and innovations which will benefit our society, our economy and ultimately our industry. The focus is also shifting away from broadband to what it can actually achieve. Next Generation Telecommunications better describes this new environment and is essential for the emerging digital economy. Important services that depend on NGT include tele health, e-education, e-business, digital media, e-government and environmental applications such as smart utility meters. In order to meet this burgeoning consumer demand for NGT applications, we are seeing increasing investment in All-IP Next Generation Networks and fiber networks. A proper inventory of national 10

infrastructure assets is required if we want to establish an efficient and economically viable national broadband structure for these services. In the developing markets, next generations telecoms will take the form of wireless NGNs (ie, LTE/WiMAX). These are some of the elements of the broader ICT revolution that is unfolding before our very eyes. We are right in the midst of the transition from old communications structures (mainly one-way streets) to new structures that are fully-interactive and video-based. One of the drivers behind the industry changes are the declining revenues experienced by the telcos in their traditional markets. Over the past 10 years or so, fixed-line operators have been affected by deregulation, a severe industry downturn, declining prices and major inroads by mobile services. In addition, people are drifting to other forms of communication, such as email, online chat, and mobile text messaging instead of the traditional phone. This has also led to an increased need for bandwidth, which in turn has revived the submarine cable sector. In recent times there have been many cable build-out announcements around the world, and some major systems are again being constructed. Over 25 systems are expected to be built over the next two to three years and network upgrades are also on the agenda for some existing systems. It is clear that the mobile industry is also undergoing profound changes. The saturated developed markets are forcing the industry to find new revenue streams and we are now seeing other organizations such as media companies, content providers, Internet media companies and private equity companies becoming involved in this market. For the time being however, voice will remain the killer application for mobile with some data services included as support services and niche market services. 4G (ie, WiMAX/LTE) is the real solution for mobile data and by 2015 it is expected that the majority of mobile revenues will come from data. With the Internet economy, digital media and other telecommunications activities becoming further established, the need for modern and efficient infrastructure is becoming more critical.

INDIAN OVERVIEW
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Today the Indian telecommunications network with over 375 Million subscribers is second largest network in the world after China. India is also the fastest growing telecom market in the world with an addition of 9- 10 million monthly subscribers. The teledensity of the Country has increased from 18% in 2006 to 33% in December 2008, showing a stupendous annual growth of about 50%, one of the highest in any sector of the Indian Economy. The Department of Telecommunications has been able to provide state of the art world-class infrastructure at globally competitive tariffs and reduce the digital divide by extending connectivity to the unconnected areas. India has emerged as a major base for the telecom industry worldwide. Thus Indian telecom sector has come a long way in achieving its dream of providing affordable and effective communication facilities to Indian citizens. As a result common man today has access to this most needed facility. The reform measures coupled with the proactive policies of the Department of Telecommunications have resulted in an unprecedented growth of the telecom sector. The thrust areas presently are: 1. Building a modern and efficient infrastructure ensuring greater competitive environment. 2. With equal opportunities and level playing field for all stakeholders. 3. Strengthening research and development for manufacturing, value added services. 4. Efficient and transparent spectrum management 5. To accelerate broadband penetration 6. Universal service to all uncovered areas including rural areas. 7. Enabling Indian telecom companies to become global players. Recent things to watch in Indian telecom sector are: 1. 3G and BWA auctions 2. MVNO 3. Mobile Number Portability 4. New Policy for Value Added Services 5. Market dynamics once the recently licensed new telecom operators start rolling out 6. Services. 7. Increased thrust on telecom equipment manufacturing and exports. 8. Reduction in Mobile Termination Charges as the cost per line has substantially reduced 9. Due to technological advancement and increase in traffic.

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India's telecom sector has shown massive upsurge in the recent years in all respects of industrial growth. From the status of state monopoly with very limited growth, it has grown in to the level of an industry. Telephone, whether fixed landline or mobile, is an essential necessity for the people of India. This changing phase was possible with the economic development that followed the process of structuring the economy in the capitalistic pattern. Removal of restrictions on foreign capital investment and industrial de-licensing resulted in fast growth of this sector. At present the country's telecom industry has achieved a growth rate of 14 per cent. Till 2000, though cellular phone companies were present, fixed landlines were popular in most parts of the country, with government of India setting up the Telecom Regulatory Authority of India, and measures to allow new players country, the featured products in the segment came in to prominence. Today the industry offers services such as fixed landlines, WLL, GSM mobiles, CDMA and IP services to customers. Increasing competition among players allowed the prices drastically down by making the mobile facility accessible to the urban middle class population, and to a great extend in the rural areas. Even for small shopkeepers and factory workers a phone connection is not an unreachable luxury. Major players in the sector are BSNL, MTNL, Bharti Teleservices, Hutchison Essar, BPL, Tata, Idea, etc. With the growth of telecom services, telecom equipment and accessories manufacturing has also grown in a big way. Indian Telecom sector, like any other industrial sector in the country, has gone through many phases of growth and diversification. Starting from telegraphic and telephonic systems in the 19th century, the field of telephonic communication has now expanded to make use of advanced technologies like GSM, CDMA, and WLL to the great 3G Technology in mobile phones. Day by day, both the Public Players and the Private Players are putting in their resources and efforts to improve the telecommunication technology so as to give the maximum to their customers.

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SCOPE OF THE STUDY

The scope of the study is limited to the data card services offered by Reliance Communications. Study objective is to examine the various factors which play their part in customer buying behavior and the major dissatisfaction areas for the customers. The study considered the urban area of Varanasi city. The sample under consideration consisted of the existing customers of Reliance Communications.

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SIGNIFICANCE OF THE STUDY

The project I chose was a study on satisfaction for reliance datacard products. The title is very much significant considering the present global scenario. The level is the basic for a company to its products in the market, if the customers are not aware of the, there be no sale. The companies have to keep a regular check on the satisfaction level of its customers to retain them. The survey helps to find out the loopholes is the area of service being offered by the company. Identifying those areas would help the company to minimize them and then they can go for increasing customers. Satisfied customers will help in bringing new customers for the company. Hence the study will help in giving a solution to the company, so as to retain the existing customers.

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LITERATURE REVIEW:
Cygnus Business Consulting & Research Pvt. Ltd. (2008), in its Performance Analysis of Companies (April-June 2008) has analyzed the Indian telecom industry in the awake of recent global recession and its overall impact on the Indian economy. With almost 5-6million subscribers are being added every month, and the country is witnessing wild momentum in the telecom industry, the Indian telecom industry is expected to maintain the same growth trajectory. Internet service providers in India, Rao (2000), provide a broad view of the role of an

Internet service provider (ISP) in a nascent market of India. Building local content, foreknowledge of new Internet technologies, connecting issues, competitiveness, etc. would help in their sustainability. The role of technology in the emergence of the information society in India, Singh

(2005), describes the role that information and communication technologies are playing for Indian society to educate them formally or informally which is ultimately helping India to emerge as an information society. T.H. Chowdary (1999) discusses how Telecom reform, or demonopolization, in India has

been bungled. Shaped by legislation dating back to the colonial era and post Second World War socialist policies, by the mid-1980s India realized that its poor telecommunications infrastructure and service needed reform. At the heart of the problem lay the monopoly by the governments Department of Telecommunications (DOT) in equipment, networks and services. The National Telecom Policy 1994 spelt out decent objectives for reform but tragically its implementation was entrusted to the DOT. This created an untenable situation in which the DOT became policymaker, licenser, regulator, operator and also arbitrator in disputes between itself and licensed competitors. He discusses the question: Why did India get it so wrong? and What India should do now? Thomas (2007), in his article describes the contribution made by telecommunications in

India by the state and civil society to public service, this article aims to identify the states initial reluctance to recognize telecommunications provision as a basic need as against the robust tradition of public service aligned to the postal services and finds hope in the renewal of public service telecommunications via the Right to Information movement. The article follows the 16

methodology of studying the history of telecommunications approach that is conversant with the political economy tradition. It uses archival sources, personal correspondence, and published information as its research material. The findings of the paper suggests that public service in telecommunication is a relatively new concept in the annals of Indian telecommunications and that a deregulated environment along with the Right to Information movement holds significant hope for making public service telecommunications a real alternative. The article provides a reflexive, critical account of public service telecommunications in India and suggests that it can be strengthened by learning gained from the continual renewal of public service ideals and action by the postal services and a people-based demand model linked to the Right to Information Movement. All studies done by the researcher suggests that the right to information movement has contributed to the revitalization of participatory democracy in India and to a strengthening of public service telecommunications.

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CHAPTER 2 INDUSTRY PROFILE

INDUSTRY PROFILE
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The Indian telecommunications industry is one of the fastest growing in the world and India is projected to become the second largest telecom market globally by 2010. India added 113.26 million new customers in 2008, the largest globally. In fact, in April 2008, India had already overtaken the US as the second largest wireless market. To put this growth into perspective, the countrys cellular base witnessed close to 50 per cent growth in 2008, with an average 9.5 million customers added every month. According to the Telecom Regulatory Authority of India (TRAI), the total number of telephone connections (mobile as well as fixed) had touched 385 million as of December 2008, taking the telecom penetration to over 33 per cent. This means that one out of every three Indians has a telephone connection, and telecom companies expect this pace of growth to continue in 2009 as well. "We are extremely bullish that the growth will continue in 2009. This year, the number of additions will be in excess of 130 million," according to T.V. Ramachandran , Director General, Cellular Operators Association of India (COAI), an industry body that represents all Global System for Mobile communications (GSM) players in India. According to CRISIL Research estimates, eight infrastructure sectors, which include the telecom sector, are expected to draw more than US$ 345.28 billion investment in India by 2012. With the rural India growth story unfolding, the telecom sector is likely to see tremendous growth in India's rural and semi-urban areas in the years to come. By 2012, India is likely to have 200 million rural telecom connections at a penetration rate of 25 per cent. And according to a report jointly released by Confederation of Indian Industry (CII) and Ernst & Young, by 2012, rural users will account for over 60 per cent of the total telecom subscriber base. According to Business Monitor International, India is currently adding 8-10 million mobile subscribers every month. It is estimated that by mid 2012, around half the country's population will own a mobile phone. This would translate into 612 million mobile subscribers, accounting for a tele-density of around 51 per cent by 2012. It is projected that the industry will generate revenues worth US$ 43 billion in 2009-10.

GROWTH IN SEGMENTS

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According to a Frost & Sullivan industry analyst, by 2012, fixed line revenues are expected to touch US$ 12.2 billion while mobile revenues will reach US$ 39.8 billion in India. Fixed line capex is projected to be US$ 3.2 billion, and mobile capex is likely to touch US$ 9.4 billion. Further, according to a report by Gartner Inc., India is likely to remain the world's second largest wireless market after China in terms of mobile connections. According to recent data released by the COAI, Indian telecom operators added a total of 10.66 million wireless subscribers in December 2008. Further, the total wireless subscriber base stood at 346.89 million at the end of December 2008. The overall cellular services revenue in India is projected to grow at a CAGR of 18 per cent from 2008-2012 to exceed US$ 37 billion. Cellular market penetration will rise to 60.7 per cent from 19.8 per cent in 2007. The Indian telecommunications industry is on a growth trajectory with the GSM operators adding a record 9.3 million new subscribers in January 2009, taking the total user base to 267.5 million, according to the data released by COAI. However, this figure does not include the number of subscribers added by Reliance Telecom. In WiMax, India is slated to become the largest WiMAX market in the Asia-Pacific by 2013. A recent study sees India's WiMAX subscriber base hitting 14 million by 2013 and growing annually at nearly 130 per cent. And investments in WiMAX ventures are slated to top US$ 500 million in India, according to a report by US-based research and consulting firm, Strategy Analytics.

VALUE-ADDED SERVICES MARKET

A report by market research firm IMRB stated that the mobile value-added services (MVAS) industry was valued at US$ 1.15 billion in June 2008, and is expected to grow rapidly at 70 per cent to touch US$ 1.96 billion by June 2009. Currently, MVAS in India accounts for 10 per cent of the operator's revenue, which is expected to reach 18 per cent by 2010. According to a study by Stanford University and consulting firm BDA, the Indian MVAS is poised to touch US$ 2.74 billion by 2010.

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Mobile advertising, which is an important VAS segment, offers great potential to become an important revenue source. Marketers are increasingly using MVAS as a step ahead of SMS-based marketing to sell soaps and shampoos, banking, insurance products and also entertainment services, and rural markets are proving to be very receptive for such marketing. Further, Venture Capitalists like Canaan Partners, Draper Fisher Juvertson, Helion, and Nexus India are also innovating with services like mobile payment options, advertising, voice-based SMS and satellite video streaming. According to Venture Intelligence, there were nine deals worth US$ 41 million in 2007 in the mobile VAS space, and till August 2008, seven deals worth US$ 91 million had already been finalized. Presently, mobile VAS has a US$ 700 million market with a 20 per cent y-o-y growth, which is likely to touch US$ 3 billion by 2012.

A DREAM COME TRUE

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The Late Dhirubhai Ambani dreamt of a digital India an India where the common man would have access to affordable means of information and communication. Dhirubhai, who singlehandedly built Indias largest private sector company virtually from scratch, had stated as early as 1999: Make the tools of information and communication available to people at an affordable cost. They will overcome the handicaps of illiteracy and lack of mobility. It was with this belief in mind that Reliance Communications (formerly Reliance Infocomm) started laying 60,000 route kilometers of a pan-India fiber optic backbone. This backbone was commissioned on 28 December 2002, the auspicious occasion of Dhirubhais 70th birthday, though sadly after his unexpected demise on 6 July 2002. Reliance Communications has a reliable, high-capacity, integrated (both wireless and wireline) and convergent (voice, data and video) digital network. It is capable of delivering a range of services spanning the entire infocomm (information and communication) value chain, including infrastructure and services for enterprises as well as individuals, applications, and consulting. Today, Reliance Communications is revolutionizing the way India communicates and networks, truly bringing about a new way of life.

About Sh. Dhirubhai Ambani

Few men in history have made as dramatic a contribution to their countrys economic fortunes as did the founder of Reliance, Sh. Dhirubhai H Ambani. Fewer still have left behind a legacy that is more enduring and timeless. As with all great pioneers, there is more than one unique way of describing the true genius of Dhirubhai: The corporate visionary, the unmatched strategist, the proud patriot, the leader of men, the architect of Indias capital markets, the champion of shareholder interest. But the role Dhirubhai cherished most was perhaps that of Indias greatest wealth creator. In one lifetime, he built, starting from the proverbial scratch, Indias largest private sector enterprise.

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When Dhirubhai embarked on his first business venture, he had a seed capital of barely US$ 300 (around Rs 14,000). Over the next three and a half decades, he converted this fledgling enterprise into a Rs 60,000 crore colossusan achievement which earned Reliance a place on the global Fortune 500 list, the first ever Indian private company to do so. Dhirubhai is widely regarded as the father of Indias capital markets. In 1977, when Reliance Textile Industries Limited first went public, the Indian stock market was a place patronized by a small club of elite investors which dabbled in a handful of stocks. Undaunted, Dhirubhai managed to convince a large number of first-time retail investors to participate in the unfolding Reliance story and put their hard-earned money in the Reliance Textile IPO, promising them, in exchange for their trust, substantial return on their investments. It was to be the start of one of great stories of mutual respect and reciprocal gain in the Indian markets. Under Dhirubhais extraordinary vision and leadership, Reliance scripted one of the greatest growth stories in corporate history anywhere in the world, and went on to become Indias largest private sector enterprise. Through out this amazing journey, Dhirubhai always kept the interests of the ordinary shareholder uppermost in mind, in the process making millionaires out of many of the initial investors in the Reliance stock, and creating one of the worlds largest shareholder families.

VISION

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We will leverage our strengths to execute complex global-scale projects to facilitate leading-edge information and communication services affordable to all individual consumers and businesses in India. We will offer unparalleled value to create customer delight and enhance business productivity. We will also generate value for our capabilities beyond Indian borders and enable millions of India's knowledge workers to deliver their services globally.

INDIAS LEADING INTEGRATED TELECOM COMPANY

Reliance Communications is the flagship company of the Anil Dhirubhai Ambani Group (ADAG) of companies. Listed on the National Stock Exchange and the Bombay Stock Exchange, it is Indias leading integrated telecommunication company with over 77 million customers. Our business encompasses a complete range of telecom services covering mobile and fixed line telephony. It includes broadband, national and international long distance services and data services along with an exhaustive range of value-added services and applications. Our constant endeavor is to achieve customer delight by enhancing the productivity of the enterprises and individuals we serve. Reliance Mobile (formerly Reliance India Mobile), launched on 28 December 2002, coinciding with the joyous occasion of the late Dhirubhai Ambanis 70th birthday, was among the initial initiatives of Reliance Communications. It marked the auspicious beginning of Dhirubhais dream of ushering in a digital revolution in India. Today, we can proudly claim that we were instrumental in harnessing the true power of information and communication, by bestowing it in the hands of the common man at affordable rates. We endeavor to further extend our efforts beyond the traditional value chain by developing and deploying complete telecom solutions for the entire spectrum of society.

LOOKING BACK, LOOKING FORWARD

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Reliance Anil Dhirubhai Ambani Group, an offshoot of the Reliance Group founded by Shri Dhirubhai H Ambani (1932-2002), ranks among Indias top three private sector business houses in terms of net worth. The group has business interests that range from telecommunications (Reliance Communications Limited) to financial services (Reliance Capital Ltd) and the generation and distribution of power (Reliance Infrastructure Limited). Reliance ADA Groups flagship company, Reliance Communications, is India's largest private sector information and Communications Company, with over 77 million subscribers. It has established a pan-India, high-capacity, integrated (wireless and wireline), convergent (voice, data and video) digital network, to offer services spanning the entire infocomm value chain. Other major group companies Reliance Capital and Reliance Infrastructure are widely acknowledged as the market leaders in their respective areas of operation.

CHAIRMAN'S PROFILE
Anil D. Ambani
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Regarded as one of the foremost corporate leaders of contemporary India, Shri Anil D. Ambani,48, is the chairman of all the listed companies of the Reliance ADA Group, namely Reliance Communications, Reliance Capital, Reliance Energy and Reliance Natural Resources limited. He is also Chairman of the Board of Governors of Dhirubhai Ambani Institute of Information and Communication Technology, Gandhi Nagar, Gujarat. Till recently, he also held the post of Vice Chairman and Managing Director of Reliance Industries Limited (RIL), Indias largest private sector enterprise. Anil D Ambani joined Reliance in 1983 as Co-Chief Executive Officer, and was centrally involved in every aspect of the companys management over the next 22 years. He is credited with having pioneered a number of path-breaking financial innovations in the Indian capital markets. He spearheaded the countrys first forays into the overseas capital markets with international public offerings of global depositary receipts, convertibles and bonds. Starting in 1991, he directed Reliance Industries in its efforts to raise over US$ 2 billion. He also steered the 100-year Yankee bond issue for the company in January 1997. He is a member of:

Wharton Board of Overseers, The Wharton School, USA Central Advisory Committee, Central Electricity Regulatory Commission Board of Governors, Indian Institute of Management, Ahmedabad Board of Governors Indian Institute of Technology, Kanpur

In June 2004, he was elected for a six-year term as an independent member of the Rajya Sabha, Upper House of Indias Parliament a position he chose to resign voluntarily on March 25, 2006. Awards and Achievements:

Conferred the CEO of the Year 2004 in the Platts Global Energy Awards

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Rated as one of Indias Most Admired CEOs for the sixth consecutive year in the Business Barons TNS Mode opinion poll, 2004

Conferred The Entrepreneur of the Decade Award by the Bombay Management Association, October 2002

Awarded the First Wharton Indian Alumni Award by the Wharton India Economic Forum (WIEF) in recognition of his contribution to the establishment of Reliance as a global leader in many of its business areas, December 2001

Selected by Asiaweek magazine for its list of Leaders of the Millennium in Business and Finance and was introduced as the only new hero in Business and Finance from India, June 1999.

CORPORATE GOVERNANCE
Organizations, like individuals, depend for their survival, sustenance and growth on the support and goodwill of the communities of which they are an integral part, and must pay back this generosity in every way they can This ethical standpoint, derived from the vision of our founder, lies at the heart of the CSR philosophy of the Reliance ADA Group. While we strongly believe that our primary obligation or duty as corporate entities is to our shareholders we are just as mindful of the fact that this imperative does not exist in isolation; it is part of a much larger compact which we have with our entire body of stakeholders: From employees, customers and vendors to business partners, eco-system, local communities, and society at large. We evaluate and assess each critical business decision or choice from the point of view of diverse stakeholder interest, driven by the need to minimize risk and to pro-actively address long-term social, economic and environmental costs and concerns. For us, being socially responsible is not an occasional act of charity or that one-time token financial contribution to the local school, hospital or environmental NGO. It is an ongoing year-round commitment, which is integrated into the very core of our business objectives and strategy. 27

Because we believe that there is no contradiction between doing well and doing right. Indeed, doing right is a necessary condition for doing well.

DEPARTMENTAL STRUCTURE

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CHAPTER 3 RESEARCH METHODOLOGY

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RESEARCH METHODOLOGY

2.1 Research Methodology Research in common parlance refers to search for knowledge. Research is an academic activity and as such it is used in a technical sense. According to Clifford woody, research comprises defining and redefining problems, formulating hypothesis or suggested solutions, collecting, organizing and evaluating data, making deductions and reaching conclusions and at last carefully testing the conclusions to determine whether they fit the formulating hypothesis. Type of Research 1. Analytical Research: The researcher uses facts and information already available to analyze these to make a critical evaluation of the material. 2. Descriptive Research: Includes surveys and fact-finding enquiries of different kinds. Its purpose is to describe the states of affairs as it exists at present and the researcher has no control over the variables. It includes attempts by researchers to discover causes even they cannot control variables. It is known as ex post facto studies. \3. Fundamental Research: It is concerned with generalizations and with the formulation of a theory. Research studies concerning some natural phenomenon or relating to pure mathematics or concerning human behavior are all fundamental research studies. 4. Applied Research: It aims at finding a solution for an immediate problem faced by the society or an industrial/ business organization like identifying social , economic or political trends that may effect a particular institution or the marketing research or the evaluation research.

5. Conceptual Research: It is related to some abstract idea or theory and is generally used by philosophers and thinkers to develop new concepts or reinterpret existing ones. 31

6. Empirical Research: It relies on experience or observation alone, often without due regard for system and theory. It is data based research, coming up with conclusions, which are capable of being verified with observation or experiment. 7. Quantitative Research: It is based on the measurement of the qualitative phenomenon, i.e. phenomena relating to or involving quality or kind. Qualitative research is especially important in the behavioral sciences where the aim is to discover the underlining motives of human behavior. 8. Qualitative Research: It is concerned with the qualitative phenomenon, i.e. phenomena relating to or involving quality or kind. Qualitative research is especially important in the behavioral sciences where the aim is to discover the underlying motives of human behavior.

The research was done in Varanasi. It was a convenience based sampling and was based on interviewing of the Idea customers & Competitive customers through a formulated Questionnaire. The sample size was of 200 customers each. The customers were asked a set of questions about the present market scenario customer satisfaction.

The research was a combination of both Descriptive and Qualitative type of research. As the data used is collected through questionnaires and it deals with attributes of service satisfaction index which comes under the descriptive and qualitative type of research.

Research Process Various steps involved in the research done on Falling Sales Satisfaction Index are: 32

1. Extensive literature survey- before starting the research an in-depth study of the topic was done to form a clean picture of what and how the research is to be carried out. 2. Formulating the research Problem- the next step was to find out the problem of the case. Then the problem was understood thoroughly and rephrasing the same into meaningful terms from an analytical point of view. The step is f greatest importance in the entire research.

3. Design of the Questionnaire- A questionnaire was developed for the survey. The questionnaire is of structured type.

4.

Determining the sample size- Next step is to determine the sample size which could lead to result. So a total of 50 people were approached.

5. Collection of data- the data was collected from various customers.

6.

Analysis of data- The data collected from various customers was segregated into the various categories(segment wise) in order to analyze it

7. Generalization and Interpretation- The data was tested and upheld several times, and then some generalization were drawn from the analysis.

8. Preparation of the report or the thesis- lastly the report about the research is made.

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Research Design

A questionnaire was used to do the research. The research design adapted to conduct this study was exploratory in nature as information needed was defined loosely and the research process was flexible and unstructured. The data gathered through primary research is qualitative in nature. The study is further followed by the conclusive research where information needed is clearly defined. Research process further is more formal and structured. The qualitative data is further collated in quantitative format to have a clearer picture. The research design in this study is also descriptive in nature. Like a descriptive study it tries to discover answers to the questions who, what, when, where, and, sometimes, how. The attempt has been made to describe or define a subject, by creating a profile of a group of problems and people

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DATA COLLECTION Data is the source on which the working of project depends. In simple terms it means information. This information can be collected through two methods i.e. Primary method and Secondary method. The information, which is directly collected from the respondents, is called primary data. The primary data is considered to be authentic as it is collected directly from the respondents. The methods used in the project in order to collect primary data were through questionnaire.

Methods of collecting data Data was collected from the following methods: 35

Primary Resources 1. By interaction with customers and getting the questionnaire filled. Feedback along with responses, was collected from the customers using different Service providers. 2. Observation. Secondary Resource 1. Available resources in company. 2. Internet.

COLLECTION OF DATA

PRIMARY DATA
1. Surveys 2. Questionnaire 3. Observation

SECONDARY DATA
1. Available resources in company 2. Internet 3.magzines

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Sample Design

Random systematic sample was selected.

Sampling SAMPLING

Probability Sampling

Non Probability Sampling

Random Sampling

Details of the survey conducted 37

Survey for general public

100 Sample Size Sample Area Sampling Type of questionnaire No. questions involved Varanasi Non probability convenience sampling Structured 9 questions Most of them are close ended except few are open ended although the parameter to judge that questions were objective Types of questions

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CHAPTER 4 DATA ANALYSIS AND INTERPRETATION

ANALYSIS AND INTERPRETATION

Q. Age group of respondents. 39

Age Group
20-25 25-35 35-45 Above 45 Total

Number of Respondents
44 32 18 6 100

Percentage
44% 32% 18% 6% 100%

above 45 15% 35-45 16% 20-25 40% 20-25 25-35 35-45 above 45 25-35 29%

Figure 1: Age group of the respondents

INTERPRETATION:
44% of the respondents are between the age group 20 25. 32% of the respondents are between the age group 25 35. 18% of the respondents are between the age group 35 45. 6% of the respondents are above 45 years of age.

Q. Occupation of the respondents.

Occupation
Students

Number of Respondents
34

Percentage
34%

40

Business Govt. Services Professionals Total

52 10 4 100

52% 10% 4% 100%

Professionals 4% Govt. Service 10% Students 34% Students Businessmen Govt. Service Businessmen 52% Professionals

INTERPRETATION:
34% of the respondents are Students. 52% of the respondents are Businessmen. 10% of the respondents are from Govt. Services. 4% of the respondents are Professionals.

Table: 1
1) Since when are you using data card? (a) 2 months (b) 4 months (c) 6 months (d) one year or more than one year

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INTERPRETATION:
15% of the respondents are using data card from 2 months. 20% of the respondents are using data card from 4 months. 25% of the respondents are using data card from 6 months. 40% of the respondents are using data card from one year or more than one year.

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Table: 2
2) Which type of data card are you using? (a) 2G (b) Broad band (c) HSDC (High Speed Data Card) No. of Respondents 18 30 52 100 Percentage 18% 30% 52% 100%

Data card 2G Broad band HSD Total

INTERPRETATION:
18% of the respondents are using 2G data card. 30% of the respondents are using Broad band. 52% of the respondents are using High Speed Data Card.

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Table: 3

3) Do you think Reliance data card meets your expectation in terms of performance and quality? (a) All the time (b) Most at the time (c) Some at the time Expectation All the time Most at the time Some at the time Total No. of Respondents 44 32 24 100 Percentage 44% 32% 24% 100%

INTERPRETATION:
44% of the respondents expectation regarding performance and quality is all the time. 32% of the respondents expectation regarding performance and quality is most at the time. 24% of the respondents expectation regarding performance and quality is some at the time.

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Table: 4

4) What attaract you more to reliance data cards from its competitors? (a) Price (b) Product quality (c) Network (d) Customer care service Price Product quality Network Customer care service Total No. of Respondents 16 32 40 12 100 Percentage 16% 32% 40% 12% 100%

INTREPRETATION:
16% of the respondents attract with its price. 32% of the respondents attract with product quality. 40% of the respondents attract with its network. 12% of the respondents attract with customer care services.

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Table: 5

5) Are you satisfied from reliance data card? (a) Yes (b) No Yes No Total No. of respondents 65 35 100 Percentage 35% 35% 100%

INTERPRETATION:
65% of the respondents are satisfied from Reliance. 35% of the respondents are not satisfied from Reliance.

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Table: 6

6) How much satisfied are you with reliance data card? (a) Highly satisfied (b) Satisfied (c) Neutral (d) Dissatisfied (e) Highly dissatisfied Option Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied Total No. of Respondents 45 20 15 10 10 100 Percentage 45% 20% 15% 10% 10% 100%

INTERPRETATION:
45% of the respondents is highly satisfied with Reliance data card. 20% of the respondents is highly satisfied with Reliance data card. 15% of the respondents is highly satisfied with Reliance data card. 10% of the respondents is highly satisfied with Reliance data card. 10% of the respondents is highly satisfied with Reliance data card.

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7) Rate the following with regards to Reliance datacard. Service NETWORK NEW SCHEME AND OFFERS INTERNET SPEED COST CUSTOMER CARE SERVICES RECHARGE OUTLETS PRICE QUALITY Excellent Very good Good Average Poor

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Q. Rate the following services on the basis of your satisfaction.

Table: 7 (a)
1) Network: Satisfaction Level
Excellent Very good Good Average Poor Total

No. of respondents
11 18 21 32 18 100

Percentage
11% 18% 21% 32% 18% 100%

Poor 18%

Excellent 11%

Very good 18%

Excellent Very good Good Average

Average 32%

Good 21%

Poor

Figure10-a: Satisfaction level for network

INTERPRETATION:
11% of the respondents rated excellent for the network.

18% of the respondents rated very good for the network. 21% of the respondents rated good for the network. 32% of the respondents rated average for the network. 49

18% of the respondents rated poor for the network.

Table: 7 (b)
2) New schemes and offers:
Satisfaction Level Excellent Very good Good Average Poor Total No. of respondents 6 20 27 34 13 100 Percentage 6% 20% 27% 34% 13% 100%

Poor 13%

Excellent 6%

Very good 20%

Excellent Very good Good Average

Average 34%

Good 27%

Poor

Figure 10-b: Satisfaction level for new schemes and offers

INTERPRETATION:
6% of the respondents rated excellent for new schemes and offers.

20% of the respondents rated very good for new schemes and offers. 27% of the respondents rated good for new schemes and offers. 34% of the respondents rated average for new schemes and offers. 13% of the respondents rated poor for new schemes and offers. 50

Table: 7 (c)
3) Internet speed:
Satisfaction Level Excellent Very good Good Average Poor Total No. of respondents 4 7 21 8 6 46 Percentage 9% 15% 46% 17% 13% 100%

Poor 13% Average 17%

Excellent 9%

Very good 15%

Excellent Very good Good Average Poor

Good 46%

Figure 10-c: Satisfaction level for internet speed

INTERPRETATION:
9% of the respondents rated excellent for internet speed.

15% of the respondents rated very good for internet speed. 46% of the respondents rated good for internet speed. 17% of the respondents rated average for internet speed. 13% of the respondents rated poor for internet speed. 51

Table: 7 (d)
4) Cost:
Satisfaction Level Excellent Very good Good Average Poor Total No. of respondents 2 14 16 63 5 100 Percentage 2% 12% 16% 63% 5% 100%

Excellent 2% Poor 5%

Very good 14% Good 16%

Excellent Very good Good Average Poor

Average 63%

Figure10-d: Satisfaction level for cost

INTERPRETATION:
2% of the respondents rated excellent for cost.

14% of the respondents rated very good for cost. 16% of the respondents rated good for cost. 63% of the respondents rated average for cost. 5% of the respondents rated poor for cost. 52

Table: 7 (e)
5) Customer care:
Satisfaction Level Excellent Very good Good Average Poor Total No. of respondents 0 14 23 31 32 100 Percentage 0% 14% 23% 31% 32% 100%

Poor 32%

Excellent 0%

Very good 14%

Excellent Very good Good 23% Good Average Poor

Average 31%

Figure10-e: Satisfaction level for customer care

INTERPRETATION:
0% of the respondents rated excellent for customer care.

14% of the respondents rated very good for customer care. 23% of the respondents rated good for customer care. 31% of the respondents rated average for customer care. 32% of the respondents rated poor for customer care. 53

Table: 7 (f)
6) Recharge outlets:
Satisfaction Level Excellent Very good Good Average Poor Total No. of respondents 10 19 51 13 7 100 Percentage 10% 19% 51% 13% 7% 100%

Average 13%

Poor 7%

Excellent 10%

Very good 19%

Excellent Very good Good Average Poor

Good 51%

Figure 10-f: satisfaction level for recharge outlets

INTERPRETATION:
10% of the respondents rated excellent for recharge outlets.

19% of the respondents rated very good for recharge outlets. 51% of the respondents rated good for recharge outlets. 13% of the respondents rated average for recharge outlets.
7% of the respondents rated poor for recharge outlets

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Table: 7 (g)
7) Price:

Satisfaction Level
Excellent Very good Good Average Poor Total

No. of respondents
11 18 21 32 18 100

Percentage
11% 18% 21% 32% 18% 100%

Poor 18%

Excellent 11%

Very good 18%

Excellent Very good Good Average

Average 32%

Good 21%

Poor

INTERPRETATION:
11% of the respondents rated excellent for the price.

18% of the respondents rated very good for the price. 21% of the respondents rated good for the price. 55

32% of the respondents rated average for the price. 18% of the respondents rated poor for the price.

Table: 7 (h)
8) Quality:
Satisfaction Level Excellent Very good Good Average Poor Total No. of respondents 6 20 27 34 13 100 Percentage 6% 20% 27% 34% 13% 100%

Poor 13%

Excellent 6%

Very good 20%

Excellent Very good Good Average

Average 34%

Good 27%

Poor

Figure 10-b: Satisfaction level for new schemes and offers

INTERPRETATION:
6% of the respondents rated excellent for quality.

20% of the respondents rated very good for quality. 27% of the respondents rated good for quality. 34% of the respondents rated average for quality. 56

13% of the respondents rated poor for quality.

Table: 8

8) Would you like to recommend Reliance to others? (a) Yes (b) No

Yes No Total

No. of respondents 65 35 100

Percentage 35% 35% 100%

INTERPRETATION:
65% of the respondents would like to recommend Reliance to others. 35% of the respondents would like to recommend Reliance to others.

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9) Any suggestions ?

58

CHAPTER 5 FINDINGS AND RECOMMENDATIONS

59

FINDINGS:
The level of awareness of their FWP, Broadband, HSDC is very low Only 5% of the people came to know about the products through sales executives. The RIM post paid has seen a major decline in its users because of the tough competition given by the prepaid services. Around 2/3rd of the people are dissatisfied and majority of them reasons are poor customer careservice, billing errors and higher cost. The sales executives are not properly trained as they could not explain the schemes properly so they just try to tell to the customer about their RIM post paid service and not about other three services. This is the main reason for the lack in sales of their internet services. A majority of the customers look for the price and after sales services before choosing the products. Half of the population interviewed rated either average or poor for the network. More than 3/4th of the population does not like the new schemes and offers introduced by thecompany. The cost of the products is too high for the customer to buy them. Moreover the major problem is that several packs are activated without any prior intimation and their price is included in the bills later, which is the major reason for dissatisfaction. Around 2/3rd of the people gave average or poor ratings to the customer care and said that their complaints are either not heard or they are dealt very late.

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RECOMMENDATIONS:
The company should emphasize more on the spreading the awareness for their products because the level of awareness of their FWP, Broadband, HSDC is very low. The sales executives should play a major part in spreading awareness because only 5% of the people came to know about the products through sales executives. Sales executives may also help the company generating prospects, hence sales for the company. The RIM post paid has seen a major decline in its users because of the tough competition given by the prepaid services. Hence the company should now focus more on the internet services as there is a huge market for them to cover. Around 2/3rd of the people are dissatisfied and majority of them reasons are poor customer care service, billing errors and higher cost. The company should train their employees properly so that they have sufficient knowledge about the products and the bills should be made more transparent so that the customers could easily understand them. The sales executives are not properly trained as they could not explain the schemes properly so they just try to tell to the customer about their RIM post paid service and not about other three services. This is the main reason for the lack in sales of their internet services. A majority of the customers look for the price and after sales services before choosing the products. So the company should plan accordingly to increase their sales. Half of the population interviewed rated either average or poor for the network. So network can be improved by planting more towers in different parts of the city where the company does not have the signals. More than 3/4th of the population does not like the new schemes and offers introduced by the company. So a proper survey should be conducted and more attractive and useful schemes must be introduced.

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CONCLUSION:

As there is a healthy competition given by the existing players in the industry, lack or degradation in any of the services may affect the company badly. With the excellent rural awareness and rural market share in telecom services, the company should also try to boost up their urban market share. This could only be done with the help of a team of properly trained and dedicated employees. Moreover there is a huge market for the internet sector which can be captured by giving the customer, the services according to their needs.

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BIBLIOGRAPHY
http://www.indiaonestop.com/fdi-telecom.htm http://www.trai.gov.in/Default.asp http://www.rcom.co.in/webapp/Communications/rcom/index.jsp http://trak.in/Tags/Business/category/telecommunication/

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PERSONAL DETAILS :1) 2) 3) 4) 5) Name: Age: Gender: Address: Contact Number:

Q1.Are you aware of data card? a)Yes b) No

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Q2. Are you using Data-card ? Yes b) No

Q3. Which company Data-card are you using ? Idea Airtel c) Vodafone d) Reliance

Q4. Which type of Data-card are you using ?

a).2G b).Broad band c).HSDC(High speed data card)

Q5.Do you think relience data card meets your expection in terms of performance and quality?
a).All the time b).most of the time c).Some of the time

Q.6 What attract you more to relience data card from its competitors
a).price b).product quality 65

c).network d).customer care services

Q.7 are you satisfied from relience data cards ?

a).yes b). no

Q.8 would you like to recommend relience to others

a).yes b).no

Q.9 Rate the following with regards to Reliance data card .

Service excellent Very good Good Average Poor .

COST

NETWORK CUSTOMER CARE SERVICE

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RECHARGE OUTLETS NEW SCHEMES & OFFERS

PRICE

QUALITY

67