Shashank Thesis 2

Indian Institute Of Planning And Management
THE INDIAN INSTITUTE OF PLANNING AND MANAGEMENT LUCKNOW
THESIS ON
Analysis Of Consumer Behavior on Bharti Airtel
SUBMITTED TO: PROF. TARUN GANGWAR
UNDER THE GUIDANCE OF: MR. ABHINAV GARG
SUBMITTED BY: SHASHANK TANDON
ALUMNI ID NUMBER: LCK/FW-09-11/M003 BATCH: PGP/FW/2009-11
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SUBJECT
Prepared BySHASHANK TANDON
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Approval letter from External guide
Note: Forwarded message attached -- Original Message -From: Anuj.Sanghi@in.airtel.com To : Shashank.tandon79@gmail.com Subject: Thesis
TO WHOM SO EVER IT MAY CONCERN This is to confirm that Ms. SHASHANK TANDON, student of IIPM, Lucknow, is doing a live Project (Thesis) on the topic Analysis
Of
Consumer Behavior on Bharti Airtel
under my guidance and that the work being done by the candidate is Original and is of the standard expected from an MBA student. Warm regards Mr. ABHINAV GARG DGM- Head B2B Airtel Lucknow UPU
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TOPIC APPROVAL LETTER SENT OVER MAIL
From: devsheel gaurav To: Shashank.tandon79@gmail.com Sent: Saturday, March 17, 2012 3:45 PM Subject: Thesis Approval
Thesis Topic Approval Dear SHASHANK TANDON, This is to inform that your thesis proposal on Analysis Of Consumer Behavior on Bharti Airtel , to be conducted under the guidance of Anuj Sanghi is hereby approved and the topic registration id number is LCK/FW-09-11/M003 Make it a comprehensive thesis by ensuring that all the objectives as stated by you in your synopsis are met using appropriate research design; a thesis should aim at adding value to the existing knowledge base. You are required to correspond with your internal guide Dr. Tarun Gangwar at tarungangwar@gmail.com, Ph.-9450447018 marking a copy to devsheel.gaura@iipm.edu by sending at least six response sheets at regular intervals before the last date 15th May 2012 for thesis submission. NB: 1) A thesis would be rejected if there is any variation in the topic/title from the one approved and registered with us. 2) The candidate needs to handwrite at least 1200 to 1500 words on the summary of thesis at the time of viva.Regards, Devsheel Gaurav Program Manager PGP/FW/08-11 LCK/FW/08-11/M003
IIPM Lucknow
APPROVED THESIS SYNOPSIS
Name:SHASHANK TANDONBatch:PGP/FW/2009-11 Phone Number:7388021111 Email AddressShashank.tandon79@gmail.com
Specialization: Marketing
Topic:
Analysis
Of Consumer Behavior on Bharti Airtel
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Acknowledgement
It is well-established fact that behind every achievement lays an unfathomable sea of gratitude to those who have extended their support and without whom the project would never have come into existence. I express my gratitude to IIPM, Lucknow for providing me an
opportunity to work on this thesis as a part of the curriculum. Also, I express my gratitude to Prof. Tarun Gangwar completion of my project. on the
Declaration
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I, Shashank Tandon hereby declare that the project on Analysis Of Consumer Behavior on Bharti Airtel in Lucknow,is written by me under the guidance of Mr. ABHINAV GARG (DGM- Head B2B Bharti Airtel Ltd.)
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.
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Table of Contents
11.Introduction
10 - 17
1.1 Explanation about the Topic in brief (i.e. Consumer Behavior) 1.2 Reasons for selecting the Topic 1.3 Importance of the Topic to the company
12.Organization
Profile
18 42 2.1Company Introduction 2.1.1 Industry profile 2.1.2 Company profile 2.1.3 Management Team
13.Research
objectives and Scope of Research project
43 - 48 3.1 Problem definition 3.2 Objectives of the Research project 3.3 Product Scope
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14.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
l7.Annexure
82 - 83
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l8.Details
of Customers
84 - 87
l9.Bibliography
88
Introduction
1.1
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The Topic
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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? 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
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fundamental determinant of a person? 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, comfort, efficiency and practicality, freedom, progress, external material comfort,
individualism,
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
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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? 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? life. The family of
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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? 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.
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3. Personal Factors
A buyer? decisions are also influenced by personal
characteristics. These include the buyer? 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

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The starting point for understanding consumer behavior is the stimulus response model. Marketing and environmental stimuli enter the consumer? consciousness, and a set of psychological processes combine with certain consumer characteristics to result in decision processes and purchase and decisions. The marketer? task is to understand what happens in the consumer? consciousness between the arrival of the outside marketing stimuli and the ultimate purchase decisions. Four key psychological processes1. Motivation 2. Perception 3. Learning 4. Memory
1Reason for selecting the Topic Customer is a king of Market.
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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.
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1Importance 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? 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.
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Organization? 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? satisfaction is seen as a key differentiator and increasingly has become a
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key
element
of
business
strategies.
The
reason
an
organization is interested in satisfaction of its customers is because customers purchase the organization? 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? services. Because satisfaction is basically a psychological state, care should be taken in the effort of quantitative measurement,
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although a large quantity of research in this area has recently been developed. Work done by Berry, Border between 1990 and 1998 defined ten ?uality Valueswhich influence satisfaction behavior, further expanded by Berry in 2002 and known as the ten These ten domains of domains of satisfaction.
satisfaction include: Quality, Value,
Timeliness, Efficiency, Ease of Access, Environment, Interdepartmental 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
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customer? expectation of performance and their perceived experience of performance. This provides the measurer with a satisfaction ?apwhich is objective and quantitative in nature. Work done by Cronin and Taylor theory propose the confirmation/ disconfirmation
of combining the ?apdescribed 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? expectations of product quality, service quality, and price are exceeded, a firm will achieve high levels of customer satisfaction and will create ?ustomer delight.If the customer? expectations are not met, customer
dissatisfaction will result. And the lower the satisfaction
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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

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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
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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
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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 1.52.6% )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? Unless we do some thing very
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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.
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Chapter 2.1.2
COMPANY PROFILE
Airtel comes to you from Bharti Airtel Limited, India? 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
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individual strategic business units (SBU?) - 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? 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?) - Mobile Services,
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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-toend 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
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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?) - mobile services, broadband & telephone services (B&T) & enterprise services. The mobile services group provides GSM mobile
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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? 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:PGP/FW/08-11 LCK/FW/08-11/M003
Bharti Teletech is India? 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 ?irtelbrand. 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.
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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? neighbourhood format stores operate under the "Easyday" brand and the compact hypermarket format under the ?asyday marketbrand. 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.:-
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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). 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 marketleading products and services to its customers under AirtelVodafone brand. Bharti Foundation:Bharti Foundation was set up in 2000, with the vision, ?o 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.
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Bharti Realty: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 nondiscriminatory 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.
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Name Bharti Airtel Limited Business Description Provides 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 Issue 1,898,020,804 as at June 30, 2008 Listings The 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
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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 lBharti Airtel draws Top Honors at the MIS Asia IT Excellence Awards 2006. lBharti Airtel is among the top 10 best performing companies in the world, according to the Business week IT 100 list.
lSunil
Bharti Mittal is ?EO of the yearat the Frost and Sullivan
Asia Pacific ICT awards 2006 and Bharti Airtel bagsWireless Service Providerof the year and ?ompetitive service provider of the year
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lBharti
Tele-ventures is the ?EST INDIAN CARRIER at Telecom
Asia Awards 2006 lBharti Airtel has won the CNBC-TV18 India Business Leader Award for the Outstanding Company of the year, 2007 lBharti draws top honours at the NDTV Profit Business Leadership Awards 2007 lBharti Airtel Ranked 3rd on Shareholder Returns in Business Week IT 100 List lSunil Bharti Mittal conferred Degree of Doctor of Science (Honoris Causa) by G. B. Pant University
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Chapter 2.1.3
Management Team
Registered and corporate office

Bharti Airtel Limied Qutabambience, H-5/12,Mehraula Road, New delhi 110 030 Tel: +91 11 41 666 000 Fax: + 91 11 41 666 011/12 Website: http//www.airtel.in
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Research objectives & Scope of Research Project
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Chapter-3 Research
Research
objectives
&
Scope
of
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-solvedPoorly defined problems create confusion and do not allow the researcher to develop
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a good research design. The formulating a
first
step
in
research is
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? 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
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researchers.
Formulation
implies
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 ?roblem Definitionmy research project is defined as follows:
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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:
lTo know the test and preferences of consumer for the Postpaid products. lTo know the current market share of Postpaid connections, PRI plan. lTo measure the customer satisfaction regarding the post paid connection.
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lTo understand the reaction of consumers by listening to the Brand. lTo know the sex ratio of Airtel users. lTo know the current market player and competitors. lTo study the customersthought 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
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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 Methodology
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Chapter -4
1
Research Methodology & Limitations
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.
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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:
lIdentify and define the problem lChoice of Research Design lDetermining sources of Data
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lDesigning data collection Forms lDetermining sampling design and sampling size lOrganizing and conducting the field survey lProcessing and analyzing the collected data lInterpretation 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:
1Null
Hypothesis H0: Customers are satisfied.
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2Alternative
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.
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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.
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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
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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.
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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
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accuracy and completeness. In other words, it directs the questioning recording. process and promotes clear and proper
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:
lFirst, 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.
lSecond, marketing research is criticized on the ground that it becomes too superficial and faulty in industry.
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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.
lThird,
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 ?esearch is the be all and end all.This attitude further reduces the utility of research to the management.
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lFourth, marketing research is not an exact science. There are several imponderables which come in the way of getting accurate results.
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Analysis, Interpretation & Presentation
Chapter 5
Analysis, Interpretation & Presentation.
Question:1
Do you use Postpaid connection ?
GraphPGP/FW/08-11 1 LCK/FW/08-11/M003
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? 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 ? service.
Question:-3 which Company? you prefer and suggest for

better
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service?
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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? network?
Graph: -
Interpretation - In the 4th question we found that1-Better service 18% 25% 2-Brand name
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3-Old number 23%
19%
4-Good network
5-Good tariff plan 14% 25% people are preferred for Better service and other reason forces to be use, company? 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 b- Rs 10000-15000

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43% users 32% users

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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. aSales person

b
32% 36% 22% 10%
Media Neighbors /friends
dOthers
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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:PGP/FW/08-11 LCK/FW/08-11/M003
Interpretation:- 42% people do the local calls and 32% people do STD calls and other given below. a- Local calls b- STD calls c- ISD calls
d- all of the above
42% 32% 17%

13%
SWOT ANALYSIS
Strengths
lThe
company? name, Bharti Airtel, is the biggest
strength and support behind the plan and it helps in establishing the faith of the customer.
lAvailability of product to customer in more faster then other competitor. (Hand to hand).
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lThe package offered is very attractive.
lLow initial investment.
lLow local call rates.
lAttractive monthly rental.
lIf the plan is clearly conveyed to prospective customers they will most probably buy the product.
lNo
worthwhile
competitor.
B.S.N.L.
is
the
main
competitors but monthly rental is a big weak point for them.
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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
lThe 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.
lThe 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.
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lThe 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.
lThe user manuals and the plan.s pamphlets are in English. So, it is difficult for the majority of rural customers to understand the plan.
lThe phone system is battery operated and the backup is very small. Due to the frequent electricity failure, the battery is not performing well.
lSalesmen in procuring stock and CAF waste Lot of time.
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The features of the plan are very technical and difficult
for the rural customer to understand. lChanges in the plan are not timely conveyed to the salesmen.
lThe dealer is not showing his commitment towards the company and also the company is not providing him the sufficient support. For example:
lThe stock supply is not in time.

l
The dealer is not very much interested in providing
after sale service to customer.
Opportunities
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lThere 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.
lThe 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? connection.
lBy providing on time and best service to the customer, the company can gain customer loyalty and customer satisfaction.
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lThe 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.
lIf
higher denomination vouchers are introduced revenue
will increase.
Threats
lThe poor service satisfaction is the biggest threat to the company. If the customer will not get on time service
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they will definitely switch to the other phone system and sales will fall down.
lThe
rumors are also the major threat to the business.
Being illiterate, rumors affect the rural customers the most and the company? images get affected.
lThe 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.
lThe rainy season is also the threat to the sales volume because it becomes difficult to reach the prospective customer.
lThe
stock supply and the voucher availability is very
poor so it effect the customer? faith and satisfaction.
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In some cases, the customer? 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. lChanges in the plan are not timely conveyed to the salesmen.
lThe
dealer doesn? 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
lBattery discharges in short span of time.

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lCalls are charged at the higher rates than mentioned in plan. lReceivers are defective in majority of instruments. lWeak network and interference. lDEL already exists. lDEL not activated. lDisplay is in English.
SUGGETIONS:lThe
voucher? retail outlet should be opened so that the
customers get the voucher easily. lProvide adequate training to the sales man.
l
User manuals and the plan? pamphlets should be
printed in Hindi.
l l
Better quality batteries should be provided with the set. Sales promotion should be more intense.
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l l l
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

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Conclusion
For Bharti Airtel Ltd. lWe 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.
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lIf
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? 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.
lThe
average rating for the company is being ?ood Some
respondents commented that Airtel is very worst at Coverage and Customer care Support.
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Suggestions
For Bharti Airtel Ltd.
lWell 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.
l
Company has got a good span over Indian Market but need some more investment on the above
they
suggested topics to sustain NO.1 in the market.
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Airtel is running successfully in Indian market so it can
diversify its business to other countries by the way of mergers and amalgamations.
Questionnaire
Annexure
We are student of PGDM ,and conducting survey for telecom industry, so please fill up the Questionnaire. TOPIC : Consumer Behaviour on Bharti Airtel
Personal Information: A. FullName: ___________________________________________________ B. Contact NO.:________________ Mob:__________________ C. Sex: Male Female D. Occupation: Student Housewife Job Retired Business Unemployeed E. Monthly Income:_______________
Details about Airtel:

1Do you use postpaid connection ? Yes [ ] no [ ]
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1which company? telecom service are you using?
a- Airtel [ ]
b- BSNL [ ]
c-Reliance
[ ]
1which Company? you prefer and suggest for better service?
a- Airtel [ ]
b- BSNL [ ]
c-Reliance
[ ]
1Which things do force you for using the company? network?
a-Better service d-Good network
[ ] [ ]
b-Brand name e-Good tariff plan
[ ] [ ]
c-Old number [ ]
1What is your total billing on postpaid are you using? a- Rs 5000-10000 [ ] [ ] b- Rs 10000-15000 [ ] c- Above Rs 15000
How do you know about Airtel Landline/postpaid ? a- Sales person c- Neighbour/friends [ ] [ ] b-Media d-Others [ ] [ ]
1are You using PRI plan or not? a-Yes [ ] b- No [ ]
8. Which type of calls Do you made?

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a- Local calls c- ISD calls
[ ] [ ]
b- STD calls d- all of the above
[ [
] ]
Any suggestion regarding to Telecom Industry. . Thanking you for giving us your valuable time
Date: ___/___/_______ Signature Place: ______________
DETAILS OF THE CUSTOMERS S.No.FIRM NAMEPERSONCONTACT

No.APPROX BILLINGUSE NETWORK 1AKANSHA PRINTINGSMR. BHARGAVA0522-32904945,000AIRTEL+RIM2HARSH PLYWOODMR. PIYUSH94150182527,000BSNL3ICFAI STATION ROADMR. ANAND0522-40689396000AIRTEL4TVS AUTOMOVESMR. RAVI0522-40000854000AIRTEL5FRANGRATOR'S PVT. LTDMR. VIJAY052240015795000AIRTEL+BSNL6CSPL PVT. LTD.MR. RAVI0522-405222010000AIRTEL+BSNL7AKBAR TRAVEL PVT.LTD.MISS. SHAILY0522-26308887000BSNL+RIM8OMAN AIRLINEMISS.AWASTHI05222937544000AIRTEL+BSNL9MITTAL GUPTA & CO.MR. ALOK0522-40229542000AIRTEL+BSNL10BISPL PVT. LTD.MR. RAJEEV 3000BSNL11THE WAXPOL PVT. LTDMR. DEEPAK0522-26385404000BSNL12LION FINANCE SERVICESMR. AMARJEET0522-263525913000BSNL+RIM13SHRIRAM G. INSURANCEMR. USMAN0522-32661452500BSNL+RIM14NEW HORIZONS PVT. LTD.MRS. ARADHANA052226381614000BSNL+AIRTEL15RIYA TOUR AND TRAVELMR. SURESH0522403000015000AIRTEL16MOTILAL OSWAL SECURITI.MR. RATNESH052240789104000AIRTEL+BSNL17KSP PUMPS PVT. LTD.MR. KAMLESH052226355972000BSNL18BHAGWATI GASMR. BHAGWATI0522-40171683500AIRTEL+BSNL19PREMIER ALLOY LTD. 0522-26368422000BSNL20SPEEDEX COURIER 0522-40217663500AIRTEL21DEVESH CHIT FUNDMR. HARSH92357554934500TATA+BSNL22SHRI GANESH TRADING COMR. RATNESH052222012144000BSNL23HOEL EXPRESS 0522-26855005000BSNL24S.K. DIESAL & COMP.MR. SATENDRA94150806524000BSNL+RIM25GANPATI SALESMR. AGARWAL93350196093500RIM26JAI MAHALAXAMI TRADERSMR. NAGANDRA0522-26848473000BSNL+RIM27SON ENGINNERINGMR. GUPTA99563944987000AIRTEL+BSNL28FULLERTORN INDIA LTD. MR. AMIT97935875554000AIRTEL+IDEA29DYNAMIC TRADERMR. Y.K. GUPTA052226855554000BSNL+RIM30SIMLA PALACE 0522-40102634000BSNL+AIRTEL31DAYAL SALESMR. VIJAY0522-26857572000BSNL+RIM32BLUE SQURE ENGG. CORRMR. NITIN052240057793500AIRTEL33VCARE TRADORSMR. RATNESH93359055853000AIRTEL+RIM34J.P. TRADERSMR. S.K.MISHRA0522-40450783000AIRTEL35SUN GLOSSMR. R.K. GUPTA052222019197000BSNL+AIRTEL36PLY ZONEMR. DEEPAK0522-22029684000AIRTEL+BSNL37NAAZ FOUNDATIONMR. ISHRAT0522-22052696000AIRTEL+BSNL38QUANTUM HITECHMR. RAHUL92351794217000AIRTEL39IBS MAGT. COLLEGEMR. JAIN99199949898000RIM40FUTURA INST.
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OF MAGT.MISS. AJEETA0522-27213267000BSNL41 IILM ACADEMYMR. VARTHAYA0522272729220000RIM+BSNL42ICFAI GOMTINAGARMR. RAJKAMAL93362640136000RIM+BSNL43LUCKNOW P. SCHOOLMR. AMIT052265344113000TATA44RAMA COLLEGEMR. MAYANK0522-65344114000TATA+BSNL45SURYA MAGT. SAHID RD.MR. YOGESH900509292520000AIRTEL+RIM46VIJAT INFRASTRUCTUREMR. VIJAY052223039423000BSNL+RIM47FORRD HOSPITALMR.ANAND993509094017000AIRTEL+BSNL48H.R. CREATIONSMR. JOHN99845118884000AIRTEL49NIDAN DIGNOSTIC 0522-23034235000BSNL50THE INST. OF C.A. OF INDIA 0522-2260108000BSNL51IPM MAGT COLLEGE 0522230152513000AIRTEL+BSNL52MLG INST. OF TECH. 97932201944000BSNL+RIM53CAREER AVENUES M.N.MR. ANURAG0522-40314007000AIRTEL54SAJAG FINANCIAL SECT.MR. AJIT052240022912000AIRTEL+RIM55 ZAPAK GAMEPLEXMR. ANURAG92353763693500TATA56IMRB FAIZABAD ROADMR. ALOK0522-40385004500AIRTEL+RIM57DASH CASHMR. MANISH94150473185000RIM+BSNL58PIE EDUCATIONMR. VIVEK93352046475000RIM+TATA59MAHINDRA MOTORSMR. PRAVEEN052240014615000AIRTEL60NIRVANA ENGG.MR. VISHAL94151970723000BSNL+RIM61VINEEMEE ASSOCIATESMR. ANUJ0522-40463742000AIRTEL62 S.S. ASSOCIATES 052240073117000AIRTEL+BSNL63UNICORNMR. GOEL0522-40022225000AIRTEL+RIM64SEEDS SAHARA CENTERMR.PRADEEP0522-40271544000AIRTEL65OMANI CARE 052223451873000BSNL+RIM66LAKSH INST. TRAIN.&PLAN. 0522-40047635000AIRTEL67CEDER ENGG. &SYSTEM 0522-32500263000AIRTEL+RIM68LAB INDIA 0522-23465353000BSNL69SHRI SAHAJ EVILLAGE 0522-23119985000BSNL+AIRTEL70APOORVA SECURITIES 052240008233000AIRTEL+RIM71BLUE STARMISS. BHAVANA0522-403400025000AIRTEL72EERA INST. OF MAGT 93077241693000RIM73DENTAL CLINIC 94154192913000BSNL74FORTUNE PVT. LTD.MR. SUJEET93075084205000RIM+AIRTEL75L.G. SERVICE CENTERMR. PANKAJ983996651410000AIRTEL+RIM76INVESTMENT INTER. LTD.MR. KAYUME98384750487000TATA+RIM+BSNL77NAVNADHI AWAS PVT. LTD 052223101423000BSNL+RIM78BHADURIYA PROMOTORS 0522-30421423000BSNL+AIRTEL79PCI PVT LTDMR. MANISH0522-40221213500AIRTEL80CONCORD PHARMA 93076219864000RIM+BSNL81WIND SHIED EXPERTS 0522-23124243000RIM+BSNL82 SAM N TOFF PVT LTD 0522-23417933500AIRTEL83TARANG ENTERPRISESEMR. NIRAJ052230422203500TATA+RIM84PRO TECMR. LOKESH0522-40709934000AIRTEL85JAYPEE BROS PVT. LTD. 0522-30405544000AIRTEL86SURYA TOUR & TRAVEL 94157496903000RIM87SHARE KHANMR. MAHENDRA0522-40258383000AIRTEL88HIMALAYA INST. OF MAGT. 97210648144500TATA89B.L. TRAVELSMR. ANIL0522-23410904000AIRTEL+BSNL90ARUN SOIL LAB LTD. 052223419434500AIRTEL+BSNL91CYBER POINTMR. KESHAV0522-40225592500AIRTEL92M.R. CONSULTANT 94510150213000BSNL93SHIVANI AUTOMOBILEMR. ABHISHEK93350191512000RIM94ANUBHAV ASSOCIATESMR. ANUBHAV94150116963000RIM+BSNL95KHARE ASSOCIATESMR. KHARE052223295612000BSNL96SHINAM ASSOCIATES MR. SHIVAM93359237042500RIM97NOVA DIAGNOSTICSMR. VIRENDRA0522-23522166000BSNL98SHANTI DISTRIBUTORSMR. SUBODH052240297982000AIRTEL99AGARWAL AGENCIES MR. AGARWAL0522-23463472500BSNL100J.S DISTRIBUTORS MR. HASIM93366365871500BSNL
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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.
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Indian Institute Of Planning And Management

THE INDIAN INSTITUTE OF PLANNING AND MANAGEMENT LUCKNOW

Analysis Of Consumer Behavior on Bharti Airtel

SUBMITTED TO: PROF. TARUN GANGWAR

UNDER THE GUIDANCE OF: MR. ABHINAV GARG

SUBMITTED BY: SHASHANK TANDON

ALUMNI ID NUMBER: LCK/FW-09-11/M003 BATCH: PGP/FW/2009-11

Indian Institute Of Planning And Management

Prepared BySHASHANK TANDON

Indian Institute Of Planning And Management

Approval letter from External guide

Consumer Behavior on Bharti Airtel

Indian Institute Of Planning And Management

TOPIC APPROVAL LETTER SENT OVER MAIL

Indian Institute Of Planning And Management

APPROVED THESIS SYNOPSIS

Name:SHASHANK TANDONBatch:PGP/FW/2009-11 Phone Number:7388021111 Email AddressShashank.tandon79@gmail.com

Of Consumer Behavior on Bharti Airtel

Indian Institute Of Planning And Management

Indian Institute Of Planning And Management

Indian Institute Of Planning And Management

objectives and Scope of Research project

Indian Institute Of Planning And Management

Indian Institute Of Planning And Management

Indian Institute Of Planning And Management

Analysis Of Consumer Behavior on Bharti Airtel

Indian Institute Of Planning And Management

humanitarianism, and sacrifice.

Indian Institute Of Planning And Management

Indian Institute Of Planning And Management

Role and Status:

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Key Psychological processes

Indian Institute Of Planning And Management

1Reason for selecting the Topic Customer is a king of Market.

Indian Institute Of Planning And Management

Indian Institute Of Planning And Management

1Importance of the Topic to the company

Indian Institute Of Planning And Management

Indian Institute Of Planning And Management

Indian Institute Of Planning And Management

satisfaction include: Quality, Value,

Indian Institute Of Planning And Management

of combining the ?apdescribed by Parasuraman,

dissatisfaction will result. And the lower the satisfaction

Indian Institute Of Planning And Management

INTRODUCTION TO TELECOM SECTOR HISTORY

Indian Institute Of Planning And Management

Indian Institute Of Planning And Management

is expected to have 207 million mobile

Indian Institute Of Planning And Management

Indian Institute Of Planning And Management

Indian Institute Of Planning And Management

Indian Institute Of Planning And Management

Indian Institute Of Planning And Management

Indian Institute Of Planning And Management

Indian Institute Of Planning And Management

Indian Institute Of Planning And Management

Indian Institute Of Planning And Management

Bharti AXA Investment Managers Pvt. Ltd.:-

Indian Institute Of Planning And Management

Indian Institute Of Planning And Management

Indian Institute Of Planning And Management