A Study of Consumers Preference and Satisfaction Towards Various Cell Phone Service Provides

A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCATOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

CHAPTER – IINTRODUCTION

Consumer

A consumer is an individual who purchase or has the capacity to purchase

goods and services offered for sale by marketing institutions in order to satisfy

personal or household needs,

wants or desires.

According to a statement made by Mahatma Gandhi, ‘consumer refers to

the following, “A consumer is the most important visitor on our premises. He is

not dependent on us. We are dependent on him. He is not an outsider to our

business. He is part of it. We are not doing him a favour by serving him. He is

doing us a favour by giving us an opportunity to do so”.

So consumer is like the blood of our business and also a satisfied

customer is a word of mouth advertisement of a product / services.

1.1.CONSUMER SATISFACTION

Every human being is a consumer of different produces. If there is no

consumer, there is no business. Therefore, consumer satisfaction is very

important to every business person.

According to Philip Kotler consumer satisfaction is defined on, “personal

feeling of pleasure resulting from comparing a product’s pursued performance

in relation to his /her expectations”.

Consumer attitude measurements are taken on either potential buries or

existing client’s buries in order to identify their characteristics. Why should the

competent market engineer conduct consumer research? Consumer’s surverys

can provide the researcher with a wealth of information, valuable of the

marketing function.

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Detailed information regarding the customer in a market will provide the

basic platform for all marketing decisions. Marketing decision maker needs

descriptive information about the total potential unit and dollar sales in each

segment. Perhaps the most important one is that a seller need to be aware of the

relevant objective and need of consumer and how their objectives might best be

served by the products.

MARKET

The term market is derived from Latin Word ‘Mercatus’, which means ‘to

trade’ that is purchasing and selling of goods. It also means merchandise truthic

place of business.

According to Pyle, “Market includes both place and region in which

buyers and sellers or in free competition with one another”.

MARKETING

Marketing includes all the impacts involved in the exchange process of

transferring the possession and ownership of goods or services from the

producer to the ultimate consumer’s.

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MARKETING FORMULA

a. The foremost step is business aims at profit.

b. For profit making he can sell the products.

c. For selling the product he should create customers.

d. For creating the customer’s, customer’s needs of preferences to be

identified and satisfied.

e. To satisfy the customer’s new product to be produced.

Marketing is trying to learn,

Who buy the products or services?

How do they buy?

When do they buy?

Where do they buy?

Why do they buy?

How often they buy?

It is otherwise called understand and predict human actions in their

buying role. A marketer is act as consumers while them purchasing any goods

/services, and try to market that product to an ultimate consumer. So, marketing

is starts with consumer and ends with consumer.

So, today’s market is called on consumer market. It can be defined on,

“All the individuals and households who buy goods and services for personal

consumption”.

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So, the consumer satisfaction is get more importance in the marketing

functions.

1.2.Importance of consumer satisfaction

The needs to satisfy customer for success in any commercial enterprise is

very obvious. The income of all commercial enterprise is derived from the

payments received for the products and services supplied to its customers. If

there is no customer there is no income and there is no business. Then the core

activity of any company is to attract and retain customers. It is therefore no

surprise that Peter Drucker the renowned management Guru, has said “to satisfy

the customers is the mission and purpose of every business”.

Satisfaction of customer is essential for retention of customer’s and for

continuous sales of the products and services of the company to customers. This

establishes the needs for and the importance of customer satisfaction. The

satisfaction of consumers is different from one to another. Became, each

consumer has the different behaviour in their life. So, the marketer satisfy the

consumer, he must very well know the behaviour of consumer.

1.4.Consumer behaviour:

The term consumer behaviour may be defined as the behaviour that

consumer displays in searching for purchasing, using, evaluating, producing,

services and ideas which they expect will satisfy their needs. In other words, “It

is a study of physiological, social, physical, behaviours of all potential customer

as they become aware of evaluation, purchase and consumption and tell other

about products and services”.

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The study of consumer behaviour is the study of how individuals make

divisions to spend their resources like money, energy, time, etc. on consumption

of products.

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1.5.Objectives of the study:

To study the evaluation of cell phones with particular reference to India.

To ascertain the attributer which influenced the customer’s in selecting a

particular cell phone services provider.

To study the consumer’s satisfaction towards different cell phone service

providers in Coimbatore city.

To assess the problems faced by the cell phone users in Coimbatore city.

To offer valuable suggestions to improve the services of cell phones in

Coimbatore city.

1.6.Need of the study:

Exchange of information becomes the necessity of life to a common man.

In the modern world an individual tends to communicate anything to everything

right from the place where he/she stands. Even while riding vehicle he / she

wants communicate within a fraction of second at quick speed with clear voice,

without any disturbance. Like line crossing, out of order, etc. most of which

lack in the connection given by the department of tele-communication. Cell

phones emerges as a boon quench such a thirst, the by providing facilities,

which a common man cannot imagine. Though cell phone industry has its origin

in the recent past and the growth has been excellent.

Day by day many new competitors enter the market with new attractive

schemes, provide additional facilities, add new features to existing ones, reduce

the charges her incoming and outgoing calls, introduce varieties of handsets,

models a healthy competition that benefits the subscribers. Hence in this

context, it is important to study the functioning of cellular phone services and

the utilization of their services by the telephones.

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1.7.Scope of study:

The present study is contained to Coimbatore and it is decided to consider

Airtel, Aircel and etc. cell phone service rendered to the customers. In

Coimbatore there are various cellular services available. Sack as Airtel, Aircel

and etc. but the cellular services has been selected to study the consumer’s

satisfaction in it is the most popular private cellular services.

The main objectives of this study is to analyze the customers satisfaction

and problems, faced by Airtel, Aircel, etc., cellular services in Coimbatore city

has been taken for the current research work.

1.8.Statement of problem:

In our country the growth of service marketing especially mobile phone

industry is still in its infancy stage, as compared to the industrially advanced

countries. It is for the fact that the economy of our country has been in the

developing stage. There are various mobile phones services provider’s in our

country and they are playing an essential role in fulfilling the needs of the

customers.

Now-a-days, the customers are more dynamic. Their taste, needs and

preference can the changing as per current scenario. Hence the development of

cellular industry mainly depends on the customer satisfaction. However the

following questions may arise regarding customer satisfaction.

1. Does the cell industry satisfy the social responsibility?

2. What are all expectations by the customer’s regarding service provided

by the cell phone service provider?

3. Whether the service provided by cell phone industry is satisfying the

customers?

4. Are the facilities available adequate to satisfy the customers?

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CHAPTER IIREVIEW OF LITERATURE

A brief literature would be of immense help to the researcher in gaining

insight into selected problem. The researcher would gain good background

knowledge of the problem by reviewing certain studies. A reference to these

entire studies will be related in the contest of the shaping the present study.

Samuval, in his study found that most of the respondents consider, size,

quality, price, instrument servicing are an important factors for selecting the

handset of majority of the respondents are satisfied over the payment system,

quality of services, coverage area, and attending the complaints.

1. Samuvel, “customer satisfaction for cellular services, a study with a referacne

to BPL and Aircel mobile phones and services”, an unpublished M.Phil.,

dissertation, submitted to Bharathiar university, Coimbatore, December 2002.

Sree Nandhini, in her study shows that 88.3% of the respondents are cell

phone helps that to deal business matter confidently and effectively. This study

shows that attitude of the respondents using cell phones was not influenced by

either education or occupation and income.

2. Sree nandhini, “an investigation of user perception and altitude to cellular

phone in Coimbatore”, an unpublished submitted to Bharathiar university,

December, 2001.

P. Adhavan (2003), in his study “existing customer relation” found that

the dealer’s service regarding Aircel cellular is highly satisfactory.

Hutchison’s managing director Asim and Ghosh 2005 says in the article,

“Telecommunication” telecommunication is such a huge sector and it is so easy

to be reduced by its different ponts, but thankfully we were”

4. Asin Glosh, “telecommunication” business world 27th January 2003.

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CHAPTER III

RESEARCH METHODOLOGY

Search of knowledge. A careful investigation or enquiry. A systematic

effort to gain new knowledge. Those are called an “Research”

Research is a movement of knowledge from known to unknown from the

available place to the required place.

According to Clifford wode, “Defining and re-defining problems

formulating the hypothesis or jusested solutions. Collecting, organizing and

evaluating data. Making detections and reaching conclusions to determine

whether fit the formulating the hypothesis”

The Purpose of research to find out solutions to the problem, which has

not been discovered by anybody.

3.1. Research methods:

Those methods which are used by the researcher during the course of

studying are research problem are termed on research methods.

3.2. Research methodology:

The research methodology, not only the research methods are but also

consider the logic behind the methods. They are in the contest of our research

studied. And explain why we are using a particular method or techniques and

we are not using others.

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Descriptive research design:

In includes surveys, and facts finding enquires of different kinds. The

manor purpose of descriptive research is description of state of affairs on it

exists at present. The main character of this method is that the researcher has no

control threw over the variables. He can report what has happen or what is

happening.

Nature of data:

In this study primary data are used.

Collection of data:

The data were collected from the respondents through the distribution of

questionnaire.

Area of the study:

This study covers Coimbatore city only.

Sample size:

The sample size of this study is 104.

Tools for analysis:

Along with the usual statistical tools such as tables, percentages, bar

charts, chi-squire test we sued for analyzing the data and arriving at the

conclusion.

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Hypothesis of the study;

On the basis of review of previous studies and on the basis of observation

made during our collection of data, the following null hypothesis was formed.

There is no significant association between persona variables such as age,

gender, educational qualifications, monthly income, marital status, size of the

family and their awareness level of consumers and different cell phone services

providers.

3.3. Limitations of the study:

Though the detailed investigation is made in the present study, uit has got the

following limitations.

1. This study is restricted only to the Coimbatore city. So, the results may

not be applicable to other areas.

2. This study is based on the prevailing customer’s satisfaction. But the

customer’s satisfaction may change according to time, fashion,

technology, development, etc.

3. As per the population of the study is huge, the researcher has taken only

100 sample respondents from each service providers.

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CHAPTER IV

INTRODUCTION OF INDUSTRY4.1. EVALUATION OF CELLULAR PHONES

The basis concept of cellular phones began in 1947, when researchers

looked at crude mobile (car) phones and realized that by using small cells

(range of service area) with frequency reuse could increase the traffic capacity

of mobile phones substantially, however, the technology to do it was

nonexistent.

Anything to do with broadcasting and sending a radio or television

message out over the airwaves comes under a Federal Communications

Commission (FCC) regulation that a cellular phone is actually a type of two-

way radio. In 1947, AT & T proposed that the FCC allocate a large number of

radio spectrum frequencies so that wide-spread mobile phone service could

become feasible and AT & T would have a incentive to research the new

technology. We can partially blame the FCC for the gap between the concept of

Cellular phone service and it’s availability to the public. Because of the FCC

decision to limit the cellular phone frequencies in 1947, only twenty three

cellular phone conversation could occur simultaneously in the same service area

– not a market incentive for research.

The FCC reconsidered its position in 1968, and stated “if the technology

to build a better mobile phone service works, we will increase the cellular phone

frequencies allocation, freeing the airwaves for more mobile phones.”

AT & T – Bell Labs proposed a cellular phone system to the FCC of

many small, low-powered broadcast towers, each covering a ‘cell’ a few miles I

radius, collectively covering a larger are. Each tower would use only a few of

the total frequencies allocated to the cellular phone system, and as cars moved

across the area their cellular phones cells would be passed form tower to tower.43


INDIVIDUAL Inventors and Mobile Phone PatentsDr. martin cooper for Motorola.

US03906166

09 / 16 / 1975

Radio telephone system

Martin Cooper, Richard W. Dronsuth,; Albert J. Mikulski, Charles N.

Lynk Jr., James J. Mikulsk, John F. Mitchell, Roy A. Richardson, John

H.SangsterRelated class Patents

Related to cellular phone patents and cordless Phones, 64 patents listed.

By 1977, AT&T Bell Labs constructed and operated a prototype cellular

phone system. A year later, public trials of the new cellular phone system were

started in Chicago, IL with over 2000 trial cellular phone customers.

In 1979, the first commercial cellular phone system began operation in

Tokyo. In 1981, Motorola and American Radio phone started a second U.S.

cellular radio-phone system test in the Washington/Baltimore area. By 1982, the

slow moving FCC finally authorized commercial cellular phone service for the

USA. A year later, the first American commercial for analog cellular phone

service or AMPS (Advanced Mobile Phone Service) was offered in Chicago, IL

by Ameritech.

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Despite the incredible demand, it took cellular phone service 37 years to

become commercially available in the United States. Consumer demand quickly

outstripped the cellular phone system's 1982 standards, by 1987, cellular phone

subscribers exceeded one million, and the airways were crowded. Three ways of

improving services existed:

• one - increase cellular phone frequencies allocation

• two - split existing cellular phone cells

• three - improve the cellular phone technology

The FCC did not want to handout any more bandwidth and

building/splitting cells would have been expensive and add bulk to the cellular

phone network. To stimulate the growth of new cellular phone technology, the

FCC declared in 1987 that cellular phone licensees may employ alternative

cellular phone technologies in the 800 MHz band. The cellular phone industry

began to research new transmission technology as an alternative.

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4.2. ANALYSIS OF MOBILE COMMUNICATION SPREAD AND ITS IMPLICATIONS IN INDIA

History of Cellular Telephony in India

Initially Department of Telecommunications (DoT) was the only

monopoly operator in the country. Telecommunication sector was recognized

by the Government of India as one of the few basic infrastructure sectors for the

country. Under the Government policy of economic liberalization, privatization

and competition in India, private sectors have been allowed to enter the public

telecommunication field (where Government was a monopoly). In 1992

telecommunication sector in India was liberalized to bridge the gap through

government spending and to provide additional resources for the nation’s

telecom target. The objective of the reform was making the telecommunications

within the reach of all, thereby achieving universal service, covering all villages

and bringing the telecommunication services to the world standard, while

protecting the defense and security needs of the country.

In 1993 the telecom industry got an annual foreign investment of Rs 20.6

million. In 1994 license for providing cellular mobile services was granted by

the Government of India for the Metropolitan cites of Delhi, Mumbai, Kolkata

and Chennai. Initially Cellular mobile services were duopoly (i.e. not more than

two cellular mobile operators could be licensed in each telecom circle), under a

fixed license fee. In 1995, government opened up 19 more telecom circles and

issued mobile licenses.

To regulate and settle disputes Telecom Regulatory Authority of India

was set up in 1997 and in 1999 National Telecom Policy was announced by the

Government of India. In order to speed up the development of the telecom

sector, all telecom services were opened up for private sector participation.

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Unrestricted entry is allowed in the basic services, national and

international long distance service, in global mobile personal communication by

satellite (GMPCS) service, VSAT and Public Mobile Radio Trunked Service

(PMRTS). All telecom sectors under DoT was handed over to new public

Sector Undertaking viz, Bharat Sanchar Nigam Limited (BSNL) which was

registered under Company’s Act in 1st October 2005.BSNL covers the entire

country except Delhi and Mumbai Metros which are under Mahanagar

Telephone Nigam Limited (MTNL).

Major Service providers in India

Two different technologies are deployed by the mobile operators in India

namely GSM and CDMA.The GSM service providers are Bharthi, BSNL,

Hutch, IDEA, Aircel, Reliance, Spice, MTNL and BPL, whereas the CDMA

service providers are TATA, HFCl, Shyam, and Reliance. Figure 1 shows the

market share of each service provider in India. India’s mobile market is

dominated by foreign companies for high end telecom equipments, handsets,

transmission equipments etc., Nokia, Samsung, and Motorola are the three

important vendors for handsets. Other vendors who have their share in this

market are L.G, Alcatel, Sony Ericsson, Siemens, National Panasonic, Philips,

Mitsubishi, and Sagem.

MOBILE SUBSCRIBER STATISTICS

Recently, mobile phone connections in India have crossed the 100-

million mark, which means over nine in 100 Indians have a phone. Adding on to

this benevolent and happy information, telecom companies are anticipating the

number will nearly treble in the next two years. According to a survey, by 2006,

the cellular networks are expected to cover 3,50,000 (out of 6,07,000) villages,

covering 450 million people.

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Market Share of both mobile and wire line Service Providers in India

GSM Subscribers

The cumulative All India GSM subscriber base rose to 72.12 million in

April 2006 from 69.19 million in March 2006 which is a growth of 4.23% for a

month under review. Table I shows the subscribers growth rate for one month

along with market share of each provider with coverage

CDMA Mobile Subscribers

The total cumulative all India CDMA subscriber base rose by 0.97

million from 23.25 million in March 2006 to 24.22 million in April 2006,

representing a growth of 4.2% in the month under review. A summary picture

of the company wise performance is given in Table II.

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4.3. TELECOM IN RURAL INDIA

India has an urban population of about 26.8% and rural population is

about 73.2%. And there are over 600,000 villages in India. But a vast section of

the rural sector is still cut off from the benefits of telecom services.

GSM SUBSCRIBERS GROWTH RATE

Company

No of Subscribers

(in millions)

Percentage

of Market

Share

Service Areas

March 2006 April 2006Bharthi 19.57 20.68 28.7% 23BSNL 17.16 17.59 24.4% 21Hutch 15.36 16.06 22.3% 16IDEA 7.37 7.64 10.6% 11Aircel 20.61 2.83 3.9% 7Reliance 1.90 2.01 2.8% 8Spice 1.93 1.98 2.7% 2.MTNL 1.94 2.02 2.8% 2BPL 1.34 1.31 1.8% 1Total 69.19 72.12 100%

The rural population of around 700 million is waiting for its share of

economic growth. Initially the big telephone companies focused only on urban

centers, which they felt were more profitable. However, this mindset is

gradually changing with the realization that there is equal, if not bigger money

in rural areas.

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CDMA SUBSCRIBERS GROWTH RATE

CompanyNo of Subscribers

(in millions)Percentage of

Market ShareService Areas

March 2006 April 2006Reliance 18.307 18.809 77.65% 20

TATA 4.851 5.323 21.98% 20

HFCl 0.062 0.062 0.26% 1

Shyam 0.027 0.028 0.11% 1

Total 69.19 72.12 100%

It is estimated that a one per cent increase in rural connectivity can

generate 0.5 per cent economic growth. Thus a well-planned 10 per cent

increase in rural connectivity can propel India into double-digit growth and

unprecedented prosperity.

4.4. ECONOMIC BENEFITS OF MOBILE SERVICES IN INDIA

According to a study conducted by the reputed international agency,

Ovum on “The economic benefits of mobile services in India” the Indian mobile

industry is a major contributor to the social and economic growth of the

country, in terms of employment generation, revenues to the Government, GDP

growth and rural development.

Employment

Because of the mobile industry about 3.6 million jobs could be

generated directly or indirectly. Ovum has also estimated that employment

dependent on the industry is expected to rise by at least 30% over the next 12

months.

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Government Revenues

The Government can generate Rs.145 billion per annum through

License Fees, Spectrum Fees, Import Duties, Taxes, etc. from Mobile industry.

GDP

The mobile services industry can generate an annual GDP contribution

of Rs. 313 billion.

Rural Development

Research shows that having access to telecommunications would

substantially improve the social and economic conditions of people living in

rural areas by improving access to family, education, health and financial

services and by enabling the development of non-agricultural economic

activity. Government has set a target of 20% for rural mobile coverage by the

end of 2004 and 75% by the end of 2006. Taking the OVUM findings as the

base, COAI has tried to estimate the benefits from mobile communications for

the future years. The benefits listed by OVUM are for a subs base of 48

million in January 2005. Pro-rating the data on a simplistic estimate at a

mobile subscriber base of 200 million in 2007, the industry would contribute

10 million jobs and Rs.500 billion annual revenue to the Government.

4.5. FUTURE OF MOBILE COMMUNICATION IN INDIA

India initially started with GSM technology for mobile communication.

Being a technology neutral country, India later allowed for CDMA technology

also. Now 2.75G EDGE technologies has been implemented and used. BSNL

has got license for bringing 3G into operation. Trials are being conducted for

3G implementation in the four metropolitan cities of India. Commercial 3G will

be started by March 2007.

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With the dwindling revenues of the operators from the data and voice

there is a need to look at newer applications to fuel growth of the telcos.TV on

Mobile has emerged as a solid and potent answer to this consumer yearning.

South Korea, China, South Africa, Australia and Europe have seen this need

and have acted upon the same by implementing TV on Mobile.

India is around the corner for implementation of similar technology for

the benefit of consumers, operators, content providers and Government. It

promises to be a USD 1 billion industry by 2010, if roadmaps are created and

implemented properly.

4.6. DETAILS ABOUT SERVICE PROVIDERS:

4.6.1. Aircel:

Aircel is now a period part of Maxis, an international conglomerate and

the leading cellular service provider in Malaysiya with over 7 million

subscribers and a firm commitment to providing seamless connectivity ans

superior technology to every customer. A recipient of multiplicity accolades,

maxis has been deemed as the brand of the year 2006 in Malaysia. Aircel is

rapidly spreading across the state of Tamilnadu with connectivity in 1000 towns

and 11,000 villages, serving, serving over 50 lakh happy subscribers. Known

for its superior tariff offering and cutting-edge technology, aircel has recently

been honoured as the No.1 operator across a metor circles for customer

satisfaction by Voice and Data magazine’s survey in 2006. Currently, aircel has

a marked presence in the North and North East circles of the country including

Rest of West Bengal, Orissa, Sikkim, Manipur, Jammu and Kashmir, Himachal

Pradesh and Bihar.

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4.6.2. Bharti Airtel:

Telecom giant Bharti Airtel is the flagship company of Bharti

Enterprises. The Bharti Group has a diverse business portfolio and has created

global brands in the telecommunication sector. Bharti has recently forayed into

retail business as Bharti Retail Pvt. Ltd. under a MoU with Wal-Mart for the

cash & carry business. It has successfully launched an international venture with

EL Rothschild Group to export fresh agri products exclusively to markets in

Europe and USA and has launched Bharti AXA Life Insurance Company Ltd

under a joint venture with AXA, world leader in financial protection and wealth

management.

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

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

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

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

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

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

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

provides mobile & fixed wireless services using GSM technology across 23

telecom circles while the Airtel Telemedia Services business offers broadband

& telephone services in 94 cities. The Enterprise services provide end-to-end

telecom solutions to corporate customers and national & international long

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

brand.

4.6.3. BSNL

Bharat Sanchar Nigam Ltd. formed in October, 2000, is World’s 7th

largest Telecommunications Company providing comprehensive range of

telecom services in India: Wireline, CDMA mobile, GSM Mobile, Internet,

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Broadband, Carrier service, MPLS-VPN, VSAT, VolP services, IN Services

etc. Within a span of five years it has become one of the largest public sector

unit in India. BSNL has installed Quality Telecom Network in the country and

now focusing on improving it, expanding the network, introducing new telecom

services with ICT applications in villages and wining customer’s confidence.

Today, it has about 47.3 million line basic telephone capacity, 4 million WLL

capacity, 20.1 million GSM capacity, more than 37382 fixed exchanges, 18000

BTS, 287 Satellite Stations, 480196 Rkm of OFC Cable, 63730 Rkm of

Microwave Network connecting 602 Districts, 7330 cities/towns and 5:5 Lakhs

villages.

BSNL is the only service provider, making focused efforts and planned

initiatives to bridge the Rural-Urban Digital Divide ICT sector. Infact there is

no telecom operator in the country to beat its reach with its wide network giving

services in every nook and corner of country and operates across India except

Delhi and Mumbai. Whether it is inaccessible areas of Siachen glacier and

North-eastern region of the country. BSNL serves its customers with its wie

bouquet of telecom services. BSNL is number one operator of India in all

services in its license area. The company offers vide ranging and most

transparent tariff schemes designed to suite every customer.

BSNL cellular service, Cellone, has more than 17.8 million cellular

customers, garnering 24 percent of all mobile users as its subscribers. That

means that almost every fourth mobile user in the country has a BSNL

connection. In basic services, BSNL is miles ahead of its rivals, with 35.1

million basic phone subscribers, that is, 85 percent share of the subscriber base

and 92 percent share in revenue terms. BSNL has more than 2.5 million WLL

subscribers and 2.4 million internet customers who access internet through

various modes namely, Dial-Up, Leased Line, DIAS, Account Less Internet

(CLI). BSNL has been adjudged as the number one ISP in the country.

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BSNL has set up a world class multi-gigabit, multi-protocol convergent

IP infrastructure that provides convergent services like voice, data and video

through the same Backbone and Broadband Access Network. At present there

are 0.6 million Data One broadband customers. The company has vast

experience in Planning, Installation, network integrating and maintenance of

Switching and Transmission Networks and also has a world class ISO 9000

certified telecom training institute.

Scaling new heights of success, the present turnover of BSNL is more

than Rs.351,820 million (US $8 billion) with net profit to the tune of Rs.99,390

million (US $2.26 billion) for last financial year. The infrastructure asset on

telephone alone is worth about Rs.630,000 million (US $14.37 billion). BSNL

plans to expand its customer base from present 47 million lines to 125 million

lines by December 2007 and infrastructure investment plan to the tune of

Rs.733 crores (US $16.67 million).

4.6.4. RELIANCE

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 single-handedly built India’s 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 Dhirubhai’s 70th birthday, though sadly after his

unexpected demise on 6th July 2002.

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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 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.

4.6.5. TATA TELESEVICES

Tata Teleservices is part of the INR Rs.120000 Crore (US$ 29 billion)

Tata Group, that has over 87 companies, over 330,000 employees and more

than 2.8 million shareholders. With a committed investment of INR 36,000

Crore (US$ 7.5 billion) in Telecom (FY 2006), the group has a formidable

presence across the telecom value chain.

Starting with the major acquisition of Hughes Tele.com (India) Limited

[now renamed Tata Teleservices (Maharastra) Limited] in December 2002 the

company swung into an expansion mode. With the total investment of

Rs.19,924 crore, Tata Teleservices has created a pan India presence spread

across 20 circles that includes Andhra Pradesh, Chennai, Gujarat, Karnataka,

Delhi, Maharastra, Mumbai, Tamil Nadu, Orissa, Bihar, Rajasthan, Punjab,

Haryana, Himachal Pradesh, Uttar Pradesh (E), Uttar Pradesh (W), Kerala,

Kolkata, Madhya Pradesh and West Bengal.

Tata Teleservices has a strong workforce of 6000. In addition, TTSL has

created more than 20,000 jobs, which will include 10,000 indirect jobs through

outsourcing of its manpower needs.

56


Today, Tata Teleservices Limited along with Tata Teleservices

(Maharastra) Limited serves over 21 million customers in over 4000 towns.

With an ambitious rollout plan both within existing circles and across new

circles, Tata Teleservices offers world-class technology and user-friendly

services in 20 circles.

4.6.6. TTML ORGANIZATION

Tata Teleservices Maharastra Limited (TTML) spearheads the Tata

Group’s presence in the Indian telecom sector by being the premier

telecommunication service provider, licensed, to provide services in Maharastra

(including Mumbai) and Goa. Formerly Hughes Tele.com (India) ltd., the

company was renamed to Tata Teleservices Maharashtra Ltd subsequent to the

acquisition of 70.83% equity shareholding by TATA Group in December 2002.

The company’s shares are traded on the Bombay Stock Exchange (BSE) and the

National Stock Exchange (NSE).

Tata communications Ltd. unites the industry and market expertise

VSNL, VSNL international, Teleglobe, Tata Indicom Enterprise Business Unit,

VGSL and CIPRIS to become the leading integrated provider of

telecommunications solutions. The global reach and industry expertise of Tata

communications drives and delivers a new world of communications. The

company leverages its Tata Global Network, vertical intelligence and leadership

immerging markets to deliver value-driven, globally managed solutions.

4.6.7. Vodafone:

Vodafone, the world’s leading international mobile communications

company, has fully arrived in India brand will be lunched in India from 21st

September onwards. The popular and endearing brand, Hutch, will be

transitioned to Vodafone across India. This marks a significant chapter in the

57


evolutic brand change over the next few weeks will be unveiled nationally

through a high profile campaign covering all important media.

Vodafone, the world’s leading mobile telecommunication company,

completed the acquisition of Hutchison Essar in May 2007. Asim Ghosh,

managing director, Vodafone Essar, said “We have had a great innings as Hutch

in India and today marks a new begin that created Hutch, but an acceleration

into the future with Vodafone’s global expertise..” the Vodafone mission is to

be the communications leader in an increasingly connected world – enriching

customers lives, helping increased by delivering their total communication

needs.

About Vodafone Essar Limited:

Vodafone Essar in India is a subsidiary of Vodafone Group plc and

commenced operations in 1994 when its predecessor Hutchison tele Vodafone

essar now has operations in 16 circles covering 86% of India’s mobile customer

base, with over 34.1 million customers. Over the year, Vodafone Essar, under

the hutch brand, has been named the Most Respected Telecom Company, the

Best Mobile sender effective advertiser of the year. Vodafone is the world’s

leading international mobile communications company.

It now has operation network with over 200 million customers

worldwide. Vodafone has partnered with the Essar Group as its principal joint

venture partner. The Essar Group is a diversified business corporation with

interests spanning the manufacturing and service sectors like steel, energy,

construction. The group has an asset base of over Rs.400 billion and employer

over 20,000 people.

58


4.7. CONCLUSION

India has one of the world’s largest telecommunication network.

The telecom story continues to be the best evidence of the efficacy of the

reforms process. In just six years, the number of mobile subscribers has gone

from just about one million to 100 million, a subscriber base that only four other

countries China, the US, Japan and Russia can boast of. None can doubt the

correlation between this explosive growth in numbers and the steep decline in

the cost of the mobile phone and of its usage. Effective tariffs have dropped

from over Rs.14 a minute to Re 1, bringing the phone within reach of people

even below the middle-class. The Government may have, therefore, landed

itself a winner in the mobile phone, but the task of taking telecom to the other

90 per cent of the population will call for even greater innovation in

policymaking, technology and marketing.

Still three-fourths of the land mass is not illuminated by a cellular signal

and the price of the instrument is beyond the reach of a substantial section of the

population let alone the charges for its use. These issues, of course, can be

resolved by decisive policy action, such as a creative use of the Universal

Services Obligation fund that now has over Rs.70 billion, releasing adequate

spectrum to operators in the metros, and a proactive investment policy that

invites many more equipment manufacturers to set up base in this country. The

road for India achieving the top most position in telecommunication is no longer

a dream as India is nearing China in all aspects in few years India will over

power all countries and achieve its target of top most position in telecom

industry.

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CHAPTER V

ANALYSIS AND INTERPRETATION

5.1. INTRODUCTION:

This chapter is allocated for analysis and interpretation of data. The analysis of consumer satisfaction done by percentage analysis and chi-square test

TABLE NO.-1

CONSUMER PREFERENCE TOWARDS CELL PHONE SERVICE PROVIDERS

S.NO

NAME OF THE CELL PHONE

SERVICE PROVIDER

NUMBER OF RESPONDENTS

PERCENTAGE OF

RESPONDENTS

1 AIRCEL 23 22.122 AIRTEL 53 50.963 BSNL 4 3.854 RELIANCE 8 7.695 TATA INDICOM 3 2.886 VODAFONE 12 11.547 OTHERS 0 0

TOTAL 104 100

INFERENCE:

Most of the respondents are using Airtel (50.96%) and 22.12% of respondents are using Aircel. Others are used different cell phone service providers.

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61


TABLE NO: 2Consumer’s preference towards cell phone service providers on the basis of age group

S.NO

NAME OF THE CELL

PHONE SERVICE

PROVIDER

UPTO 20 YEARS 21 - 30 YEARS 31 - 40 YEARS 41 AMD ABOVE TOTAL

NO. OF RESPONDENT

S

PERCENTAGE OF

RESPONDENTS

NO. OF RESPONDENT

S

PERCENTAGE OF

RESPONDENTS

NO. OF RESPONDENT

S

PERCENTAGE OF

RESPONDENTS

NO. OF RESPONDENT

S

PERCENTAGE OF

RESPONDENTS

NO. OF RESPONDENT

S

PERCENTAGE OF

RESPONDENTS

1AIRCEL

5 20.00 12 18.75 4 80 2 20 23 22.11

2AIRTEL

15 60.00 33 51.56 1 20 4 40 53 50.96

3BSNL

1 4.00 2 3.13 0 0 1 10 4 3.84

4RELIANCE

0 0.00 5 7.81 0 0 3 30 8 7.69

5 TATA INDICOM

0 0.00 3 4.69 0 0 0 0 3 2.88

6VODAFONE

4 16.00 9 12.50 0 0 0 0 13 12.50

7OTHERS

0 0 0 0 0 0 0 0 0 0

TOTAL 25 100 64 100 5 100 10 100 104 100

INFERENCE:

Among respondents upto 20 years of age group, majority of them (i.e. 60%) are using airtel folllowed by aircel users(20%).

Consumers in the age group of 21 – 30 years 51% of respondents are mostly prefer airtel (ie 51%) and 18% of the respondents are using Aircel.

80% of customers are using Aircel, who are in the age group of 31 – 40 years. 41 and above – 40% of the respondents are using Airtel and 30% of respondents are using Reliance.

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63


TABLE NO: 3

COMPOSITION OF RESPONDENTS ON THE BASIS OF MARITAL STATUS

S.NO MARITAL STATUS


PERCENTAGE OF

RESPONDENTS

1 MARRIED 30 28.85

2 UNMARRIED 74 71.15

TOTAL 104 100

INFERENCE:

The married respondents are using cell phones in 28.85%, but the unmarried respondents are using cell phones in 71%.

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65


TABLE NO: 4

COMPOSITION OF RESPONDENTS ON THE BASIS OF EDUCATION QUALIFICATION

S.NO EDUCATIONAL QUALIFICATION


PERCENTAGE OF

RESPONDENTS

1 UP TO HSC 32 30.77

2 GRADUATION 65 62.50

3 PROFESSIONAL 7 6.73

4 OTHERS 0 0.00

TOTAL 104 100

INFERENCE:

The majority of the respondents 62.50% (graduates) are using cell phones and 30.77% (upto HSC) respondents are using cell phones.

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67


TABLE NO: 5

COMPOSITION OF RESPONDENTS ON THE BASIS OF OCCUPATION

S.NO OCCUPATION NUMBER OF RESPONDENTS

PERCENTAGE OF

RESPONDENTS

1 BUSINESS 16 15.38

2 PROFESSIONAL 2 1.92

3 EMPLOYEE 33 31.73

4 HOME MAKER 8 7.69

5 STUDENT 44 42.31

6 OTHERS 1 0.96

TOTAL 104 100

INFERENCE:

The students are using cell phones in 42% and the

employees are sing cell phones in 31.73% only.

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69


TABLE NO: 6

COMPOSITION OF RESPONDENTS ON THE BASIS OF FAMILY

INCOME (PER MONTH)

S.NO FAMILY INCOME


PERCENTAGE OF

RESPONDENTS

1 LESS THAN Rs.5,000 32 30.77

2 Rs.5,001 TO 10,000 48 46.15

3 Rs.10,001 TO 15,000 12 11.54

4 ABOVE 15,000 12 11.54

TOTAL 104 100

INFERENCE:

46% of respondents are get monthly income of Rs.5,000 –

Rs.10,000, and 30% of respondents are get monthly income as less than

Rs.5,000.

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71


TABLE NO: 7

TABLE SHOWING VARIOUS FACTORS INDUCING TO PURCHASE THE CELL PHONES

S.NO INFLUENCING FACTOR


PERCENTAGE OF

RESPONDENTS

1 FAMILY MEMBER 42 40.38

2 NEIGHBORS 2 1.92

3 RELATIONS 5 4.81

4 FRIENDS 39 37.50

5 ADVERTISEMENT 4 3.85

6 DEALERS 6 5.77

7 OTHERS 6 5.77

TOTAL 104 100

INFERENCE:

On the basis of purchasing the cell phones 40% of the

respondents are inducing by family members, and 5.77% of respondents

are only inducing by dealers and others.

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73


TABLE NO: 8

COMPOSITION OF RESPONDENTS ON THE BASIS OF PURPOSE OF PURCHASE OF THE CELL PHONES

S.NO PURPOSE NUMBER OF RESPONDENTS

PERCENTAGE OF

RESPONDENTS

1 FOR BUSINESS 15 14.42

2 FOR PERSONAL 89 85.58

TOTAL 104 100

INFERENCE:

15% of respondents are using cell phones for their business, and 89% of respondents are using cell phones for their personal usage.

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75


TABLE NO. : 9Consumer’s preference towards cell phone service provider on the basis of scheme

INFERENCE: In prepaid, majority of the respondents are using Airtel (43.26%), 21.15% of the respondents using Aircel, 1% of the respondents are only using Tata indicom. In post paid, majority of the respondents 7.70% are using Airtel, and 0.97% of respondents are using Reliance and Aircel.

76

s. no Service providers

Prepaid Post paid Total

No. of respondents

Percentage of

Respondents

No. of respondents

Percentage of

Respondents

No. of respondents

Percentage of

Respondents

1. Aircel 22 21.15 1 0.97 23 22.12

2. Airtel 45 43.26 8 7.70 53 50.96

3. BSNL 2 1.92 2 1.92 4 3.85

4. Reliance 7 6.73 1 0.97 8 7.69

5. Tata indicom 1 0.97 2 1.92 3 2.88

6. Vodafone 9 8.65 4 3.85 13 12.50

7. Others 0 0 0 0 0 0

Total 86 18 104 100


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TABLE NO: 10

COMPOSITION OF RESPONDENTS ON THE BASIS OF USEFULNESS OF

CELL PHONES

S.NO USAGE NUMBER OF RESPONDENTS

PERCENTAGE OF

RESPONDENTS

1 INCOMING 18 17.31

2 OUTGOING 2 1.92

3 BOTH 78 75.00

4 SMS 6 5.77

TOTAL 104 100

INFERENCE:

75% of the respondents are using cell phones for incoming and outgoing, but 5.77% of respondents are only using cell phones for SMS.

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79


TABLE NO: 11

TABLE SHOWING THE NUMBER OF RESPONDENTS ON THE BASIS OF AWARENESS OF VARIOUS SERVICES PROVIDED BY THE SERVICE PROVIDERS

S.NO VARIOUS SERVICES

AWARE NEUTRAL UNAWARE TOTAL

NO. OF RESPONDENTS

PERCENTAGE OF

RESPONDENTS

NO. OF RESPONDENTS

PERCENTAGE OF

RESPONDENTS

NO. OF RESPONDENTS

PERCENTAGE OF

RESPONDENTS

NO. OF RESPONDENTS

PERCENTAGE OF

RESPONDENTS

1SCHEME OF

INITIAL PURCHASE

63 60.58 35 33.65 6 5.77 104 100

2BALANCE OF TALK CHARGES

67 64.42 26 25.00 11 10.58 104 100

3 PERIODICAL OFFERS 60 57.69 28 26.92 16 15.38 104 100

4

CALL WAITING

AND CALL DIVERTING

OPTION

61 58.65 25 24.04 18 17.31 104 100

5 MODES OF PAYMENT 64 61.54 19 18.27 21 20.19 104 100

INFERENCE:

64% of respondents are awared about their talk charges, 57% of respondents are only awared about various period offers.

33% of respondents are less aware about their schemes and 18% of respondents are also less aware about their modes of payments. 20% of respondents are unawared about their modes of payment and 5.7% of respondents only unawared about their schemes.

80


81


TABLE NO: 12INFLUENCING FACTORS TO PURCHASE THE CELL PHONE

(ANOTHER VIEW)

S.NO FACTORSNUMBER OF RESPONDENT

S

PERCENTAGE OF

RESPONDENTS

1 DEPOSIT AMOUNT 13 12.50

2 BRAND IMAGE 48 46.15

3 AVAILABILITY 11 10.58

4 CREDIT FACILITY FOR CONNECTION 8 7.69

5 CUSTOMER CARE SERVICE 17 16.35

6 SERVICE CHARGES 7 6.73

TOTAL 104 100

INFERENCE:

48.15% of respondents are purchasing the particular service by its brand image, and 16.35% of respondents are choosing the particular service provider by their customer care service.

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83


TABLE NO: 13

CONSUMER’S SATISFACTION LEVEL ON THE BASIS OF PRICE OF THE CELL PHONE PROVIDERS

S.NO

NAME OF THE CELL

PHONE SERVICE

PROVIDER

HIGHLY SATISFACTORY SATISFACTORY NON-SATISFACTORY TOTAL

NO. OF RESPONDENTS

PERCENTAGE OF

RESPONDENTS

NO. OF RESPONDENTS

PERCENTAGE OF

RESPONDENTS

NO. OF RESPONDENTS

PERCENTAGE OF

RESPONDENTS

NO. OF RESPONDENTS

PERCENTAGE OF

RESPONDENTS

1 AIRCEL 4 15.38 15 21.42 4 50.0023 22.12

2 AIRTEL 18 69.23 35 50.00 0 0.0053 50.96

3 BSNL 0 0.00 3 4.29 1 12.504 3.85

4 RELIANCE 0 0.00 7 10.00 1 12.508 7.69

5TATA INDICOM 0 0.00 3 4.29 0 0.00

3 2.88

6 VODAFONE 4 15.38 7 10.00 2 25.0013 12.50

7 OTHERS 0 0.00 0 0.00 0 0.000 0

TOTAL 26 100 70 100 8 100 104 100INFERENCE:

69% of the resondnets are highly satisfied for the price of Airtel service provider and 15 % of respondents are only highly satisfied for the price of Aircel and Vodafone. 50% of the respondents are satisfied (average) for the price of the Airtel, and 4% of the respondents are satisfied (average) for the price of BSNL and Tata indicom. 50% of respondents are dissatisfied for the price of the Aircel, and no percentage of respondents for the price of Airtel and Tata indicom.

84


85


TABLE NO: 14CONSUMER’S SATISFACTION LEVEL ON THE BASIS OF PERFORMANCE OF SERVICE PROVIDER

INFERENCE:

63% of respondents are highly satisfied for the performance of Airtel service Provider, and 3.33% of respondents are only highly satisfied for the performance of Tata indicom. 51.66% of respondents are satisfied (average) for the performance of Airtel service provider and 1.67 % of respondents only satisfied (average) for the Tata indicom service. No% of respondents are dissatisfied in BSNL service.

86

S.NO

NAME OF THE

CELL PHONE SERVIC

E PROVID

ER


NO. OF RESPONDEN

TS

PERCENTAGE OF

RESPONDENTS

NO. OF RESPONDEN

TS

PERCENTAGE OF

RESPONDENTS

NO. OF RESPONDENT

S

PERCENTAGE OF

RESPONDENTS

NO. OF RESPONDEN

TS

PERCENTAGE OF

RESPONDENTS

1 AIRCEL 5 16.67 16 26.67 2 20.0023 22.12

2 AIRTEL 19 63.33 31 51.66 3 30.0053 50.96

3 BSNL 0 0.00 4 0.00 0 0.004 3.85

4RELIANCE 0 0.00 5 8.33 3 30.00

8 7.69

5TATA INDICOM 1 3.33 1 1.67 1 10.00

3 2.88

6VODAFONE 5 16.67 7 11.67 1 10.00

13 12.50

7 OTHERS 0 0.00 0 0 0 0.000 0

TOTAL 30 100 64 100 10 100 104 100


87


TABLE NO: 15

CONSUMER’S SATISFACTION LEVEL ON THE BASIS OF AFTER SALES SERVICE OF THE SERVICE PROVIDER

NAME OF THE CELL PHONE

SERVICE PROVIDER


NO. OF RESPONDENTS

PERCENTAGE OF

RESPONDENTS

NO. OF RESPONDENTS

PERCENTAGE OF

RESPONDENTS

NO. OF RESPONDENTS

PERCENTAGE OF

RESPONDENTS

NO. OF RESPONDENTS

PERCENTAGE OF

RESPONDENTS

AIRCEL 6 14.28 14 31.11 3 17.6523 22.12

AIRTEL 26 61.90 20 44.44 7 41.1853 50.96

BSNL 1 2.38 2 4.44 1 5.884 3.85

RELIANCE 0 0.00 7 15.55 1 5.888 7.69

TATA INDICOM 1 2.38 0 0.00 2 11.763 2.88

VODAFONE 8 19.04 2 4.44 3 17.6513 12.50

OTHERS 0 0 0 0.00 0 0.000 0

TOTAL 42 100 45 100 17 100 104 100INFERENCE:

Majority of the respondents (61.90%) are highly satisfied about after sales service and Airtel and no% of respondents are highly satisfied about the after sales service of Reliance. 44.44% and 31.11% of respondents are satisfied (average) about after sales service of Airtel and Aircel. 41% of respondents are dissatisfied about after sales service of Airtel and 5.8% of respondents are only dissatisfied about the after sales service of BSNL and Reliance.

88


89


TABLE NO: 16

CONSUMER’S SATISFACTION LEVEL ON THE BASIS OF SCHEMES AT THE TIME OF PURCHASING THE PARTICULAR CELL PHONE SERVICE PROVIDER

S.NO

NAME OF THE CELL

PHONE SERVICE

PROVIDER


NO. OF RESPONDENTS

PERCENTAGE OF

RESPONDENTS

NO. OF RESPONDENTS

PERCENTAGE OF

RESPONDENTS

NO. OF RESPONDENTS

PERCENTAGE OF

RESPONDENTS

NO. OF RESPONDENTS

PERCENTAGE OF

RESPONDENTS

1 AIRCEL 826.64 13 20.63 2 18.18 23 22.12

2 AIRTEL 1653.33 33 52.38 4 36.36 53 50.96

3 BSNL 00.00 4 6.35 0 0.00 4 3.85

4 RELIANCE 13.33 3 4.76 4 36.36 8 7.69

5TATA INDICOM 0

0.00 2 3.17 1 9.09 3 2.88

6 VODAFONE 416.67 8 12.70 0 0.00 13 12.50

7 OTHERS 00.00 0 0.00 0 0.00 0 0

TOTAL 30 100 63 100 11 100 104 100INFERENCE:

53.33% of respondents are highly satisfied about the schemes at the time of purchasing the Airtel and no% of respondents are highly satisfied about the schemes at the time of purchasing the BSNL and Tata indicom. 52.38% of the respondents are satisfied (average) about the schemes of the time of purchasing Airtel. And 3% of the respondents are only satisfied (average) about the schemes at the time of purchasing Tata indicom. No% of respondents are dissatisfied about the schemes at the time of purchasing of BSNL and Vodafone and 36% of respondents are dissatisfied at the time of purchasing the Airtel.

90


91


TABLE NO: 17

CONSUMER’S SATISFACTION LEVEL THE BASIS OF PERIODICAL OFFERS PROVIDED BY THE SERVICE PROVIDERS

S.NO

NAME OF THE CELL

PHONE SERVICE

PROVIDER


NO. OF RESPONDENT

S

PERCENTAGE OF

RESPONDENTS

NO. OF RESPONDENT

S

PERCENTAGE OF

RESPONDENTS

NO. OF RESPONDENT

S

PERCENTAGE OF

RESPONDENTS

NO. OF RESPONDENT

S

PERCENTAGE OF

RESPONDENTS

1 AIRCEL7 25.00 12 26.67 4 12.90 23 22.12

2 AIRTEL14 50.00 25 55.56 14 45.16 53 50.96

3 BSNL3 10.71 0 0.00 1 3.23 4 3.85

4 RELIANCE2 7.14 3 6.67 3 9.68 8 7.69

5TATA INDICOM

0 0.00 1 2.22 2 6.45 3 2.88

6VODAFONE

3 10.34 3 6.67 7 22.58 13 12.50

7 OTHERS0 0.00 0 0.00 0 0.00 0 0

TOTAL 29 100 44 100 31 100 104 100INFERENCE:

On the basis of periodical offers 50% of Airtel respondents are highly satisfied, and no percentage of respondents are highly satisfied in Tata indicom. 55% of the respondents are satisfied (average) of the Airtel’s periodical offers. 45% of the respondents are dissatisfied of the Airtel’s periodical offers and 3% of respondents are only dissatisfied about the BSNL’s periodical offers.

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93


TABLE NO: 18

CONSUMER’S SATISFACTION LEVEL ON THE BASIS OF OUTGOING CALL CHARGES OF SERVICE PROVIDERS

S.NO

NAME OF THE CELL

PHONE SERVICE PROVIDE

R

HIGHLY SATISFACTORY SATISFACTORY NON-SATISFACTORYTOTAL

NO. OF RESPONDENT

S

PERCENTAGE OF

RESPONDENTS

NO. OF RESPONDENT

S

PERCENTAGE OF

RESPONDENTS

NO. OF RESPONDENT

S

PERCENTAGE OF

RESPONDENTS

NO. OF RESPONDENT

S

PERCENTAGE OF

RESPONDENTS

1 AIRCEL 825.81 9 20.00 6 21.43 23 22.12

2 AIRTEL 1548.39 27 60.00 11 39.29 53 50.96

3 BSNL 13.23 1 2.22 2 7.14 4 3.85

4 RELIANCE 26.45 2 4.44 4 14.29 8 7.69

5TATA INDICOM 0

0.00 1 2.22 2 7.14 3 2.88

6VODAFONE 5

16.12 5 11.11 3 10.71 13 12.50

7 OTHERS 00.00 0 0.00 0 0.00 0 0

TOTAL 31 100 45 100 28 100 104 100INFERENCE:

On the basis of outging call charges, 48% of Airtel respondents are highly satisfied and no% of respondents are satisfied for the outgoing call charges and Tata indicom. 60% of respondents are satisfied (average) about the outgoing call charges of airtel and 2% of respondents only satisfied (average) in BSNL and Tata indicom’s outgoing call charges. 39.2% of respondents are dissatisfied about the outgoing call charges of Airtel, 7% of the respondents are only dissatisfied about the outgoing call charges of BSNL and Tata indicom.

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68


TABLE NO: 18

CONSUMER’S ATTITUDE TOWARDS THE IMPORTANCE OF CELL PHONES

S.NO NATURE NUMBER OF RESPONDENTS

PERCENTAGE OF

RESPONDENTS

1 NECESSITY 67 64.42

2 STATUS 16 15.38

3 LUXURY 9 8.65

4 COMPULSION 12 11.54

TOTAL 104 100

INFERENCE:

67% of the respondents are states that cell phones are necessity, and 9% of respondents are only states that cell phones are luxury.

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70


CALCULATION OF SATISFACTORY SCORES

The Respondents were asked to state their level of

Satisfaction relating to some factors. Based on their responses the

satisfaction score obtained by each respondent was found out. Points or

scores were allocated based on the response. For each of the factor three

levels of satisfaction were assigned namely high, medium and low. For

high satisfied three points were given, for satisfied two and for not

satisfied one point was given. The total scores secured by each

respondent was thus arrived at. All the hundred respondents were

classified based on their level of satisfaction. Those who have obtained

up to 20 points were classified under low satisfaction category,

Respondents with 21 – 30 points were classified under medium

satisfaction category and those with more than 30 points were classified

under high satisfaction category.

NUMBER OF RESPONDENTS AND LEVEL OF SATISFACTION

LEVEL OF SATISFACTION

NO. OF RESPONDENTS

HIGH SATISFACTION 33

MEDIUM SATISFACTION 50

LOW SATISFACTION 17

TOTAL 100

71


CHI-SQUARE TEST

Chi-square test is one of the simplest and most widely used non-

parametric tests in statistical work. This test was first used by Karl

Pearson in the year 1900. The quantity describes the magnitude of the

discrepancy between theory and observation.

It is a method to test the relationship between the

theoretical (hypothesis) & the observed value.

Chi – square test (X2) = ∑ (O – E)2 / E

Degrees Of Freedom = V = (R – 1) (C -1)

Were,

‘O’ = Observed Frequency

‘E’ = Expected Frequency

‘R’ = Number of Rows

‘C’ = Number of Columns

For all the chi-square test the table value has taken @ 5% level

of significance.

72


TABLE NO. 5.1

CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN

AGE AND SATISFACTION WITH REGARDING THE CELL

PHONE SERVICE PROVIDER

AGELEVEL OF SATISFACTION

TOTALHIGH MODERATE LOW

UPTO 20 2 22 1 2521 - 30 15 36 13 6431 - 40 0 5 0 5ABOVE 40 1 6 3 10TOTAL 18 69 17 104

HO: There is no significant relationship between age and level of

satisfaction.

H1: There is significant relationship between age and level of

satisfaction

O E O-E (O-E)2 (O-E)2/E2 4.50 -2.50 6.25 1.39

15 11.52 3.48 12.11 1.050 0.90 -0.90 0.81 0.901 1.80 -0.80 0.64 0.36

22 17.25 4.75 22.56 1.3136 44.16 -8.16 66.59 1.515 3.45 1.55 2.40 0.706 6.90 -0.90 0.81 0.121 4.25 -3.25 10.56 2.49

13 10.88 2.12 4.49 0.410 0.85 -0.85 0.72 0.853 1.70 1.30 1.69 0.99

TOTAL 11.07

73


X2 = ∑ (O-E)2 / E = 11.07

Number of degree of freedom:

ndf = (row-1) (column –1)

(3) (2)

= 6

Table value of x2 at 5% level of significant = 12.59

Conclusion:

HO is accepted since the calculated value of x2 (11.07) less

than the table value of x2 (12.59) hence there is no significant

relationship between level of satisfaction and age.

74


TABLE NO. 5.2


GENDER AND SATISFACTION WITH REGARDING THE CELL

PHONE SERVICE PROVIDER

GENDERLEVEL OF SATISFACTION


MALE 11 42 13 66

FEMALE 7 27 4 38

TOTAL 18 69 17 104

HO: There is no significant relationship between gender and level of

satisfaction.

H1: There is significant relationship between gender and level of

satisfaction

O E O-E (O-E)2 (O-E)2/E11 11.88 -0.88 0.77 0.077 6.84 0.16 0.03 0.0042 45.54 -3.54 12.53 0.2827 26.22 0.78 0.61 0.0213 11.22 1.78 3.17 0.284 6.46 -2.46 6.05 0.94

TOTAL 1.59

75


X2 = ∑ (O-E)2 / E = 1.59



(1) (2)

= 2


Conclusion:

HO is accepted since the calculated value of x2 (1.59) less than

the table value of x2 (5.99) hence there is no significant relationship

between level of satisfaction and gender.

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TABLE NO. 5.3


MARITAL STATUS AND SATISFACTION WITH REGARDING

THE CELL PHONE SERVICE PROVIDER

MARITAL STATUS

LEVEL OF SATISFACTIONTOTAL

HIGH MODERATE LOW

MARRIED 7 17 6 30

UNMARRIED 11 52 11 74

TOTAL 18 69 17 104

HO: There is no significant relationship between marital status and

level of satisfaction.

H1: There is significant relationship between marital status and

level

of satisfaction

O E O-E (O-E)2 (O-E)2/E7 5.40 1.60 2.56 0.47

11 13.32 -2.32 5.38 0.4017 20.70 -3.70 13.69 0.6652 51.06 0.94 0.88 0.026 5.10 0.90 0.81 0.16

11 12.58 -1.58 2.50 0.20TOTAL 1.91

77


X2 = ∑ (O-E)2 / E = 1.91



(1) (2)

= 2


Conclusion:



between level of satisfaction and marital status.

78


TABLE NO. 5.4


EDUCATIONAL QUALIFICATION AND SATISFACTION WITH

REGARDING THE CELL PHONE SERVICE PROVIDER

EDUCATIONAL QUALIFICATION

LEVEL OF SATISFACTIONTOTALHIGH MODERATE LOW

UP TO HSC 6 4 18 28GRADUATE 9 6 36 51PROFESSIONAL 2 1 8 11OTHERS 1 6 7 14TOTAL 18 17 69 104

HO: There is no significant relationship between educational

qualification and level of satisfaction.

H1: There is significant relationship between educational

qualification and level of satisfaction

O E O-E (O-E)2 (O-E)2/E6 5.04 0.96 0.92 0.189 9.18 -0.18 0.03 0.002 1.98 0.02 0.00 0.001 2.52 -1.52 2.31 0.924 4.76 -0.76 0.58 0.126 8.67 -2.67 7.13 0.821 1.87 -0.87 0.76 0.406 2.38 3.62 13.10 5.51

18 19.32 -1.32 1.74 0.0936 35.19 0.81 0.66 0.028 7.59 0.41 0.17 0.027 9.66 -2.66 7.08 0.73

TOTAL 8.09

79


X2 = ∑ (O-E)2 / E = 8.09



(3) (2)

= 6


Conclusion:



between level of satisfaction and educational qualification.

80


TABLE NO. 5.5

CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN OCCUPATION AND SATISFACTION WITH REGARDING THE

CELL PHONE SERVICE PROVIDER

OCCUPATION LEVEL OF SATISFACTION TOTALHIGH MODERATE LOWBUSINESS 3 9 4 16PROFESSIONAL 0 2 0 2EMPLOYEE 5 20 8 33HOME MAKER 2 5 1 8STUDENT 8 32 4 44OTHERS 0 1 0 1TOTAL 18 69 17 104

HO: There is no significant relationship between occupation

and level of satisfaction.

H1: There is significant relationship between occupation

and level of satisfaction

O E O-E (O-E)2 (O-E)2/E3 2.88 0.12 0.01 0.010 0.36 -0.36 0.13 0.365 5.94 -0.94 0.88 0.152 1.44 0.56 0.31 0.228 7.92 0.08 0.01 0.009 11.04 -2.04 4.16 0.382 1.38 0.62 0.38 0.28

20 22.77 -2.77 7.67 0.345 5.52 -0.52 0.27 0.05

32 30.36 1.64 2.69 0.094 2.72 1.28 1.64 0.600 0.34 -0.34 0.12 0.348 5.61 2.39 5.71 1.021 1.36 -0.36 0.13 0.104 7.48 -3.48 12.11 1.62

TOTAL 3.82

X2 = ∑ (O-E)2 / E = 3.82

81




(5) (2)

= 10


Conclusion:



between level of satisfaction and occupation.

82


TABLE NO. 5.6


MONTHLY INCOME AND SATISFACTION WITH REGARDING

THE CELL PHONE SERVICE PROVIDER

MONTHLY INCOME LEVEL OF SATISFACTION TOTALHIGH MODERATE LOWLESS THAN Rs.5000 4 27 1 32Rs.5001 TO 10000 12 27 9 48Rs.10001 TO 15000 1 10 1 12ABOVE 15000 1 5 6 12TOTAL 18 69 17 104

HO: There is no significant relationship between monthly income


H1: There is significant relationship between monthly income


O E O-E (O-E)2 (O-E)2/E4 5.76 -1.76 3.10 0.5412 8.64 3.36 11.29 1.311 2.16 -1.16 1.35 0.621 2.16 -1.16 1.35 0.6227 22.08 4.92 24.21 1.1027 33.12 -6.12 37.45 1.1310 8.28 1.72 2.96 0.365 8.28 -3.28 10.76 1.301 5.44 -4.44 19.71 3.629 8.16 0.84 0.71 0.091 2.04 -1.04 1.08 0.536 2.04 3.96 15.68 7.69

TOTAL 11.21

X2 = ∑ (O-E)2 / E = 11.21

83




(3) (2)

= 6


Conclusion:

HO is accepted since the calculated value of x2 (11.21) less than the table value of x2 (12.59) hence there is no significant relationship between level of satisfaction and monthly income.

84


TABLE NO. 5.7CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN SERVICE PROVIDERS AND

SATISFACTION

SERVICE PROVIDERS

LEVEL OF SATISFACTION TOTALHIGH MODERATE LOWAIRCEL 3 18 2 23AIRTEL 12 36 5 53BSNL 0 3 1 4RELIANCE 0 4 4 8TATA INDICOM 0 1 2 3VODAFONE 3 6 3 12OTHERS 0 1 0 1TOTAL 18 69 17 104

HO: There is no significant relationship between service providers


H1: There is significant relationship between service providers


O E O-E (O-E)2 (O-E)2/E3 4.14 -1.14 1.30 0.3112 9.54 2.46 6.05 0.630 0.72 -0.72 0.52 0.720 1.44 -1.44 2.07 1.440 0.54 -0.54 0.29 0.543 2.16 0.84 0.71 0.330 0.18 -0.18 0.03 0.0018 15.87 2.13 4.54 0.2936 36.57 -0.57 0.32 0.013 2.76 0.24 0.06 0.024 5.52 -1.52 2.31 0.421 2.07 -1.07 1.14 0.556 8.28 -2.28 5.20 0.631 0.69 0.31 0.10 0.002 3.91 -1.91 3.65 0.935 9.01 -4.01 16.08 1.781 0.68 0.32 0.10 0.154 1.36 2.64 6.97 5.122 0.51 1.49 2.22 4.353 2.04 0.96 0.92 0.450 0.17 -0.17 0.03 0.00

TOTAL 8.76X2 = ∑ (O-E)2 / E = 8.76

85




(6) (2)

= 12


Conclusion:

HO is accepted since the calculated value of x2 (8.76) less than the table value of x2 (21.06) hence there is no significant relationship between level of satisfaction and service provider.

86


TABLE NO. 5.8

CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN USE OF CELL PHONE AND SATISFACTION

PURPOSELEVEL OF SATISFACTION


BUSINESS 3 7 5 15

PERSONAL 15 62 12 89

TOTAL 18 69 17 104

HO: There is no significant relationship between use of cell phone


H1: There is significant relationship between use of cell phone


O E O-E (O-E)2 (O-E)2/E

3 2.70 0.30 0.09 0.03

15 16.02 -1.02 1.04 0.06

7 10.35 -3.35 11.22 1.08

62 61.41 0.59 0.35 0.01

5 2.55 2.45 6.00 2.35

12 15.13 -3.13 9.80 0.65

TOTAL 4.19

87


X2 = ∑ (O-E)2 / E = 4.19



(1) (2)

= 2


Conclusion:



between level of satisfaction and use of cell phone.

88


TABLE NO. 5.9

CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN USE OF CELL PHONE AND SATISFACTION

TYPE OF CONNECTION

LEVEL OF SATISFACTIONTOTAL

HIGH MODERATE LOW

POST PAID 4 14 8 26

PREPAID 14 55 9 78

TOTAL 18 69 17 104

HO: There is no significant relationship between type of connection


H1: There is significant relationship between type of connection


O E O-E (O-E)2 (O-E)2/E4 4.68 -0.68 0.46 0.1014 14.04 -0.04 0.00 0.0014 17.94 -3.94 15.52 0.8755 53.82 1.18 1.39 0.038 4.42 3.58 12.82 2.909 13.26 -4.26 18.15 1.37

TOTAL 5.26

89


X2 = ∑ (O-E)2 / E = 5.26



(1) (2)

= 2


Conclusion:



between level of satisfaction and type of connection.

90


CHAPTER VI

FINDINGS, SUGGESTIONS AND CONCLUSION

INTRODUCTION:

This chapter is allocated to express the findings and

conclusions in this study. Statistical tools are applied to analyze the

data. It includes the result of each and every tables, charts and tests.

FINDINGS FROM PERCENTAGE ANALYSIS:

→ On the basis of consumer preference, majority of the peoples

are preferred Airtel.

→ On the basis of age group, most of the respondents (60%), are

using Airtel, who are in the category of upto 20 years.

→ On the basis of marital status mostly unmarried respondents

are using cell phones than married respondents.

→ On the basis of educational qualification, most of the graduates

are using cell phones.

→ On the basis of occupation, the students are only used cell

phones in more level.

→ On the basis of family income, 30% of the respondents are

using cell phones, who are all get family income of less than

Rs.5,000.

→ Majority of the peoples are buy the cell phones by influencing

their family members.

91


→ 3.8% of respondents are only influenced by advertisements.

→ Majority of the peoples are using cell phones for personal

usage.

→ Majority of the peoples are using prepaid scheme.

→ Majority of the peoples are using cell phones for both

incoming and outgoing.

→ Less than 20% of the peoples are only less awarred about

services provided by the services provider.

→ Majority of the peoples are seeking brand image, for their

service provider.

→ Majority of the respondents are highly satisfied about the price

of Airtel.

→ No peoples are highly satisfied about the price of BSNL,

Reliance, Tata indicom.

→ No peoples are dissatisfied about the price of the Airtel.

→ On the basis of performance, no peoples are highly satisfied in

BSNL, Reliance.

→ No peoples are dissatisfied about the performance of BSNL

service provider.

→ On the basis of after sales service, the majority of the

respondents are highly satisfied in Airtel.

92


→ No peoples are highly satisfied about the after sales service of

BSNL.

→ Minority (5%) people are only dissatisfied about the after sales

services of BSNL and Reliance.

→ On the basis of schemes at the time of the service, 55% of

peoples are highly satisfied.

→ On the basis of periodical offers, majority of the peoples

highly satisfied in Airtel.

→ On the basis of outgoing call charges, majority of people are

highly satisfied in Airtel.

→ No people are highly satisfied about the outgoing call charges

of Tata indicome.

→ On the basis of consumer’s attitude, majority of the people are

states that cell phones are necessity to all.

→ 8% of the respondents are only states that cell phones are

luxury.

FINDING FROM CHI-SQUARE TEST:

Chi-square test reveals that there is no significant relationship

between satisfaction level and age.

Chi-square test shows that there is no significant relationship

between satisfaction level and gender.

93


Chi-square test indicates that there is no significant

relationship between the marital status and level of

satisfaction.

Chi-square test showing that there is no significant relationship

between education and level of satisfaction.

Chi-square test reveals that there is no significant relationship

between occupation and level of satisfaction.


between monthly income and level of satisfaction.

Chi-square test indicate that there is no significant

relationship between service provider and satisfaction level.


between the type of connection and level of satisfaction.

SUGGESTIONS:

æBSNL, Tata indicom should try to expand their customer’s

network.

æReliance, and Tata indicom should try to attract the young

peoples. (upto 20 years)

æAirtel should try to attract old peoples also.

94


æAll the service providers are made good advertisements for

their service. Because, advertisements are take little part for

influencing the consumers.

æAll the service providers are try to increase post paid users.

æ75% of the peoples are unaware about the various services

rendered by their service provider. So the service providers try

to make awareness of their customers services to their

customers.

æBSNL, Reliance, Tata indicom should attract the customers by

reducing their price.

æBSNL, Reliance customers are highly dissatisfied about the

performance of the service provider. So they should try to add

some advanced features towards their services.

æAircel should try to increase their after sales services.

æAirtel should decreased their dissatisfied customers by

providing good after sales services.

æTata indicom should give periodical offers to their customers.

æTata indicome should decrease their outgoing call charges.

95


CONCLUSION:

This is an information era significance of information cannot

be over emphasized. This study attempts to find out the satisfaction

of consumer regarding cell phone service providers.

This decade, most of the peoples using cell phones. So, service

providers are increasing in more level. So service provider are

should over come another one’s competition. So, it leads to adding

new features, schemes, periodical offers to their service. So, the

consumers get maximum benefit from their service provider.

Now-a-days, cell phones are very necessity to all. Because, it

is give safety to the men and women also. And no person are feel

cell phones are luxury one. So most of the persons are also should

preferred these cell phones to their children.

96


BIBLIOGRAPHY

BOOKS:

MARKETING MANAGEMENT - V.S. Ramaswamy,

S.Namakumari

RESEARCH METHODOLOGY - C.R.Kothari

OPERATION RESEARCH - Vittal

INTERNET SOURCE:

www.mrvfonv.com

97

http://WWW.MRVFONV.COM/


“A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES”

QUESTIONNAIRE

1. Name :

2. Sex : a. Male b. Female

3. Age : a. Up to 20 yrs b.21-30 yrs

4. Marital Status : a. Married b. Unmarried

5. Educational Qualification

a.Up to Hs b. Graduation c. Professional

d. Others _____________________________________(Pls Specify)

6. Occupation :

a. Business b. Professional c. Employee

d. Home maker e. Student f. Others

7. Family income (P/m) :

a. Less than Rs.5, 000/- b. Rs. 5,000/- to 10,000/-

c. Rs. 10,000/- to 15,000/- d. Above Rs. 15, 000/-

98


8. Which cell phone (Service Provider) do you possess ?

a. Aircel b. Airtel c. BSNL d. Reliance

e. TATA Indicom f. Vodafone g. Others

9. Who influenced you to by the particular cell phone service

provider ?

a. Family Member b. Neighbours

c. Relations d. Friends e. Advertisement

f. Dealers g. Others

10. Why do you buy the cell phones ?

a. For business b. For personal

11. Which type of scheme is most preferable by you ?

a. Period b. Postpaid

12. If you have postpaid / prepaid connection mention scheme Name &

Monthly rental charges ?

______________________________________________________

13. Are you used Cell Phone (Service Provider) mainly for

a. Incoming b. Outgoing c. Both d. SMS Messaging

99


14. Are you aware of the following details relating in your

connection ?

(Pre / Postpaid connection)

S. No Aware Neutral Unaware

a. Scheme

b. Balance of Talk charges

c. Periodical offers

d. Call waiting & Call

Diverting option

e. Modes of payment

15. Are you influenced by the following factors relating in your connection ?

S. No Aware Neutral Unaware

a. Monthly rental charges

b. Charges for cell phones

to land lines

c. Signal of tower Networking

d. Cost of scheme

e. Incoming (in days)

100


f. Number of outgoings calls

g. Outgoings call charges

16. What factor influenced you to decide your Cell Phones service ?

a. Deposit amount

b. Brand Image

c. Availability

d. Credit facility for your connection

e. Customer care service

f. Service charges

17. Satisfaction about the particular cell phone service provider ?

Highly

SatisfacotrySatisfactory

Non-

Satisfacotry

a. Price

b. Performance

c. Capacity

d. After sales service

e. Easy Process

101


f. Schemes

g. Various Facilities

h. Periodical Offers

i. Modes of Payment

j. Out going call

Charges

18. Do you face any difficulty in your cell phone connection ?

a. Yes b. No

19. If yes, please point out the problem ?

a. Coverage b. Service c. Clarity

d. Network busy d. Others

20. You consider mobile as a

a. Necessity b. Status c. Luxury

d. Compulsion

21. What is your valuable suggestion / opinion about your cell

phone service provider ?

102

A Study of Consumers Preference and Satisfaction Towards Various Cell Phone Service Provides

Documents

consumer market

behaviour of consumer

consumer displays

term consumer behaviour

satisfaction of consumers

marketing marketing

consumer of different

satisfaction of customer