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CHAPTER I
Why CustomerPreference for
³Postpaid Connection´
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Industry Overview
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Telecom Industry in India
Telecom industry in India has a big market potentiality and is a fast growing sector. Government of
India is eager to reconstitute this telecom industry by enacting effective policies for more investments from
foreign companies, which results in a very competitive and deregulated market in the world.
The sector ranks second in the world, with over 509.03 million telephone subscriptions by Sep 2008
end. The fast track growth of the Indian telecom industry has made it a key contributor to India¶s progress.
India adopted a phased approach for reforming the telecom sector right from the beginning. Privatization
was gradually introduced, first in value-added services, followed by cellular and basic services. An
independent regulatory body, Telecom Regulatory Authority of India (TRAI), was established to deal with
competition in a balanced manner.
This gradual and thoughtful reform process in India has favored industry growth. Today, there are
more than 509 million telecom subscribers in India. Every month, 10-14 million new subscribers are added.
Upcoming services such as 3G and WiMax will help to further augment the growth rate. Furthermore, the
Indian economy is slated to sustain its 7-9 per cent growth rate in the near future. This is supported by the
political stability that the country is experiencing currently. India¶s demographic outlook makes it one of the
largest markets in the world.
A conducive business environment is also created by a favorable regulatory regime. There exists
enormous business potential for telecom companies on account of the country¶s low tele-density, which is
close to 19 per cent presently. Indian Telecom sector, like any other sector in the country, has gone through
many phases of growth and diversification. Starting from telegraphic and telephonic systems in the 19th
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century, the field of telephonic communication has now expanded to advanced technologies like GSM,
CDMA, and WLL to the much awaited great 3G (Third Generation) Technology in mobile phones.
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Segment Analysis
India's growth story in the telecom space shows no signs of slowdown. The country added 113.26 million new customers in 2008, the largest globally. To put this growth into perspective, the country¶s
cellular base witnessed around 48.50 per cent growth in 2008, with an average 9.5 million customers added
every month. The country had 471.7 million mobile phone users as of September 2009 compared to 346.89
million in the corresponding period a year ago and the total number of telephone connections (wireless and
wireline) is 509.03 million as of September end, taking the telecom penetration to over 36 per cent. It implies
that one out of every three Indian has a telephone connection.
The Indian telecom industry has been growing rapidly at a CAGR of 40.63 per cent from 2003 to
2008. Telecom sector contributed 3.4 per cent to India¶s gross domestic product in for the year 2008 and is
expected to contribute 5.4 per cent by 2010. There is still a big room for further growth. The growth will
primarily driven by the rise in communications demand from semi urban and rural India. The teledensity in
rural areas being a little more than 10 per cent against the national average of 33.23 per cent, there is huge
untapped potential for mobile phone penetration in rural India.
The total Broadband subscriber base has reached 7.21 million by the end of September 2009 as
compared to 6.98 million by the end of August 2009. Even there is a huge potential in broadband segment.
The growth in 2008 was led by Bharti Airtel, the country¶s largest communications provider. Bharti
had 110.51 million customers as of September end, Vodafone had 82.84 million and BSNL of about 53.35
million. In fact, Bharti has more customers than the state-owned BSNL¶s mobile and landline users
combined.
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Key points
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India is a second largest and fastest growing telecom market.India is highly price Sensitive market
and has lowest tariff rates in the world .Presence of 14 Cellular service Providers makes into a highly
competitive Market, The growth engine for Indian cellular service provider is rural market in coming years,
Which is highly price sensitive market due to vendors will continue to focus on below $25 cost handset.
Indian mobile connection market continues to be dominated by prepaid subscribers. Prepaid connections
accounted for more than 89 per cent of all mobile connections in 2007 and are expected to grow to more
than 92 per cent of the connection base by 2012.
The total services revenue for prepaid connections is expected to grow at 18.9 per cent CAGR for
the period 2008 - 2012 and the total services revenue for postpaid connections is expected to grow at 15 per
cent CAGR during the same forecast period. By 2012, the prepaid subscriber base will cross 683 million and
postpaid subscriber base will exceed 53 million subscribers. Prepaid subscribers are expected to adopt data
services faster than the post-paid segment. Data revenues for the prepaid segment are projected to grow at
29 per cent CAGR during the forecast period as compared to 22 per cent CAGR for the post paid subscribers
during the same period.
Introduction
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A mobile connection in which one uses a mobile connection with a SIM card and pay the
monthly bill at the end of the month is a Postpaid mobile connection. In this mobile connection one uses the
SIM card to pay monthly bill based on rentals, plan charges and the usage charges. In the case of a prepaid
mobile connection a person first pay by card and then uses the phone for general utility. While on the other
hand postpaid accounts are referred as use and pay type.
In a Postpaid connection one can find two types of components: The first component is the monthly
rental that the subscriber pay to the mobile service provider and the other component is the usage charges.
The uses charges generally vary from the kind of that have been used by the customer.
Competitive plans are very evenly introduced by the service providers so as to attract the maximum
number of customers. An engagement with corporate for closed user group connections allow for
subsidized calls to the other group members. For this purpose generally lower tariffs on monthly rentals and
usage fees are taken. Why people choose to have a Postpaid Plan? Generally because of the reason that the
benefits of a prepaid connection are very limited. In prepaid one pays the advance for a specific number of
minutes, once the time run-out of hands the phone is needed to be recharged for the next number of days
and the due balance is needed to be increased in amount. While in case of a postpaid plan one is needed to
pay after the end of the month. There is no time limit in case of a postpaid plan. No contract is signed for any
particular period of time and one can talk endless without giving an account to the balance remaining-due.
The prepaid mobile bills are just the formalities as voucher cards while the post-plans are bill like, where one
pays after the end of month for all the minutes which one has used. Most of the postpaid mobile plans
connection provides unlimited minutes for talking whether one is talking just on nights or only on nights and
weekends.
RESEARCH METHODOLOGY
Method of data collection
Primary data collection
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The primary data collected through well designed questionnaire. The questionnaire through which
data was gathered and collected consisted of questions which were mostly objective in nature.
Secondary data collection
The secondary data for the study got from visiting Cellular service Providers outlets and gathering
informative materials and published information. Current information regarding the subject and company
will be getting from newspapers, business magazines, customer care executives, journals, internet, and by
referring certain books on Indian Telecom Sector .
Method of sampling
Sampling technique
Sampling procedure: Probability convenience sampling method
Sample size: 200 respondents were selected for analysis.
Method of sampling
The method used for sample technique was non Probability convenience sampling method. This
method is used because it is known previously as to whether a particular person will be asked to fill thequestionnaire. Convenient sampling is used because only those people will be asked to fill the
questionnaires who were easily accessible and available to the researcher .
Frame work of Analysis
The collected data was to be analyzed by using statistical technique like Percentage Analysis. The
data was to be analyzed by using Statistical Program for Social Sciences (SPSS) software.
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Type of Study
The study conducted is a conclusive descriptive statistical study; by this study I come to the
decision which is precise and rational. The study is conclusive because after doing the study I come to aconclusion regarding the position of the mobile connections in the minds of respondents of different
groups. The study is statistical because throughout the study all the similar samples are selected and group
together. All the similar responses are taken together as one and their percentages are calculated.
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Thus, this, conclusive descriptive statistical study is the best study for this purpose as it provides
the necessary information which is utilize to arrive at a concrete decision.
Limitation of the Study
The research will be conducted in a limited area , so the respondent will be limited so cannot be
treated as a whole population and the respondent may be biased.
Test Results
Mobile Connection type in Chennai and Expense Per Month Cross tabulation
MobileConnection
typein Bareilly
Expense Per Month
Total Up to Rs.500 Rs.501-1000 Rs1001-1500 More than1500
Prepaid 90 61 17 11 179
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Postpaid 7 8 4 2 21`
Total 97 69 21 13 200
Inference: From the table it be shown that about 90 out of 97 are spending less than Rs.500 and
have Prepaid connection and just 7 out of 97 are spending less than and have Postpaid connection.
Mobile Connection type in Chennai and Network Availability Cross tabulation
MobileConnection
typein Bareilly
Network availability
Total
Very good Good Satisfied bed Very bed
Prepaid 22 62 79 11 5 179
Postpaid 1 6 10 2 2 21`
Total 23 68 89 13 7 200
Inference: From the table it be shown that about 79 out of 89 are satisfied with Network availability
and are having prepaid connection and 10 out of 89 have postpaid connection.
Mobile Connection type in Chennai and Customer Profession type Cross tabulation
MobileConnection
typein Bareilly
Customer profession type
Total
Service person
Business man Student House wife
Prepaid 100 21 52 6 179
Postpaid 11 1 9 0 21
Total 111 22 61 6 200
Inference : From the table it be shown that about 100 out of 111 are service Professional with having
prepaid connection and 11 out of 111 are having postpaid connection.
Mobile Connection type in Chennai and Rating on Call charge rate Cross tabulation
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Mobile
Connectiontype
in Bareilly
Rating on call charge rate
Total Very good Good Satisfied Bad Very Bad
Prepaid 35 41 89 10 4 179
Postpaid 3 3 13 1 1 21`
Total 38 44 102 11 5 200
Inference : From the table it be shown that about 89 out of 102 are satisfied with the charge rates
with having prepaid connection and 13 out of 102 are having postpaid connection.
Mobile Connection type in Chennai and Reason for Choosing a particular connection Cross
tabulation.
MobileConnection
typein Bareilly
Reason for choosing a particular connection
Total Usage control cost
Switchingfreedom
Cheaper call
charges
Less hassleinvolved
Prepaid 96 70 9 4 179
Postpaid 11 7 1 2 21`
Total 107 77 10 6 200
Inference : From the table it be shown that about 96 out of 107 are opting the particular connection
with having prepaid connection and 11 out of 107 are having postpaid connection.
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Findings:
It is found that Aircel is the Market Leader in Chennai with 32% market share and Lowest market
share is of BSNL with just 5% .
It is found that majority of respondents about 89.5 % using prepaid connection and just 10.5% of the
respondents is using Postpaid connection in Chennai among the respondents.
It is found that more than 50% of the respondents believe that the customer care Executives
Behavior is Warm and Helpful and just 1.5 % of the Respondent believes that they are lazy and very slow in
Responding.
It is found that about 44.5 % of the respondents are satisfied with the customer care services
provided by their Cellular Services.
More than 49 % of the respondents spend Less than 500 Rupees per month and just 6.5 % of the
respondent spends above 1500 Rupees per month.
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It is analyzed that about 44.5 % of the respondents are satisfied with the Network Availability by their
service Provider.
It is found that more than 50% of the respondents are service Professionals and second largest
respondent Group is of Students.
About 52% of the respondents are satisfied with their service providers call rates and just 3%
respondent says its very bad.
More than half of Respondents ( 53%) are using their particular connections to control cost of
mobile usage.
It is found that about 67 % of the overall respondents are satisfied with their service providers and
just 2.5% says they are not happy with their service providers.
It is found that about 69 % of the respondents prefer GSM Technology service providers.
It is found that 56% of the respondents uses their connections for 1-2 years and there are 1.5% of
the respondent uses the same number for more than 3 years.
It is found that about 40% of the respondents are satisfied with the Value added services provided
by their service providers.
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Suggestion
It is seen that just 44.5 % of the respondents are Satisfied with the customer care services so there
is room for improvement in the customer care services for cellular services as the customer care services
are the pillars which play a very vital role in the cellular
services, the company which provide the best customer service will the winner at the
end.
It is seen that about 49% of the respondent spend less than Rs 500 on the cellular service , that is
the reason that ARPU (Average Revenue Per User ) of the Cellular service Providers are very Low now , so to
increase the ARPU , the cellular service providers needs to
bring More VAS to increase ARPU .
It is observed that about only 45% of the respondent are satisfied with the network availability by
their service provider , the network quality is one of the primary reason of the Aircel being a market leader in
Tamil Nadu , so for competing with aircel other service
providers must enhance their network quality .
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It is observed that just 40% of the respondent is satisfied with the value added services provided by
their service providers it means there is still a lot of room for the new innovative
VAS services which can increase the service providers revenue and attracting new
subscribers.
ConclusionThus, Based on the literature findings, it is possible to prepare an instrument to measure the preference
of customer in term of prepaid and postpaid connections .Customer service and Value added Service (VAS) are
Critical in Mobile services which act as a differentiator for Service Provider and help customer in deciding about
the mobile connections type ,Total cost of Ownership (TCO) is a major factor in deciding about the type of
connection and that is the Reason that Mostly customer prefer Prepaid connection as the TCO is less in prepaid
compared to Postpaid connection . With the launch of the 3G Technology the VAS will be the dominant factor in
future to decide about the type of connection that will be chosen by the customer. People Prefer Mostly the GSM
Technology because of the facility to change the SIM Frequently whereas this facility is not available in CDMA.
The high ARPU (Average Revenue per User) can be achieved only by Providing the new innovative services like
Nokia Weather service for Farmers in India which cost just Rs.2 / Per day only which they Provide with the
Collaboration of different service Providers
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Mobile Phone
Service Providers
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Mobile Phone Service Providers
1. Bharti Airtel
Bharti Airtel retained its leading position among telecom service
providers and posted a growth of five per cent to end 2009-10 fiscal with
revenues of Rs 38,800 crore (Rs 388 billion).The company is structured
into four strategic business units -- mobile, telemedia, enterprise and digital TV. The company has with
operations in 18 countries with a footprint covering 1.8 billion people. Sunil Bharti Mittal is the chairman and
managing director of the company.
In March 2011, Bharti Airtel bought the African operations of Kuwait-based Zain Telecom for $10.7
billion. Recently, it has joined a consortium of global telecom operators to announce the launch of the
EASSy cable system -- the 10,000 km undersea cable connecting Africa to Europe.
2. BSNL
Bharat Sanchar Nigam Limited saw a drop in its revenue for the
second consecutive year to post Rs 30,240 crore (Rs 302.4 billion), a
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drop of 14 per cent, even though it retained the number two position among telecom players. BSNL offers
both fixed line and mobile services with broadband connections. With over 71.68 million subscribers, BSNL
currently is the largest wire line service provider in India.
The company has reported around 6 crore (600 million) 2G connections and 9,73,378 3G
connections since February 2010. All major towns and cities are covered through BSNL network. Gopal Das
is the new chairman and managing director of BSNL.
3. Vodafone Essar
The Indian subsidiary of Vodafone Group, Vodafone Essar recorded 13.7 per cent growth to emerge
as the third largest player with revenue of Rs 23,200 crore (Rs 232 billion).The company commenced
operations in 1994 when its predecessor Hutchison Telecom acquired the cellular license for Mumbai. It has
operations across the country with over 106.34 million customers. It is the world's leading international
mobile communications group with approximately 347 million proportionate customers as on 30 June 2010
and has around 40 partner networks worldwide.
Vittorio Colao is Vodafone chief executive, and Marten Pieters is managing director and CEO,
Vodafone Essar.
4. Reliance Communications
Reliance ADA Group's flagship company, Reliance Communications reported a negative growth of
3.5 per cent with revenue of Rs 22,130 crore (Rs 221.3 billion). It is India's largest private sector information
and communications company, with over 100 million subscribers.It has established a pan-India, high-
capacity, integrated (wireless and wireline), convergent (voice, data and video) digital network, to offer
services spanning the entire infocomm value chain.
Anil D Ambani is the chairman of the company
5. Idea Cellular
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Idea Cellular is part of the Aditya Birla Group and has bagged fifth position with a revenue of Rs
11,390 crore (Rs 113.9 billion).It is a leading GSM mobile services operator in India with 67 million
subscribers. Idea offers both prepaid and post paid services. It is a pan-India operator with services being
made available in all parts of the country. Idea was the first cellular service provider to launch General
Packet Radio Service (GPRS) and Enhanced Data rates for GSM Evolution (EDGE) in the country.
Kumar Mangalam Birla is the chairman of the group.
6. Tata Communications
Tata Communications reported revenue of Rs 11,000 crore (Rs 110 billion).
The company holds leadership position in emerging markets.Tata Communications leverages its
advanced solutions capabilities and domain expertise across its global and pan-India network to deliver
managed solutions to multi-national enterprises, service providers and Indian consumers. The Tata Global
Network includes one of the most advanced and largest submarine cable networks, a Tier-1 IP network, with
connectivity to more than 200 countries across 400 PoPs, and nearly 1 million square feet of data center and
collocation space worldwide.
Srinath Narasimhan is the managing director and CEO of Tata Communications.
7. Tata Teleservices
Tata Teleservices spearheads the Tata Group's presence in the telecom sector. It has posted
revenue of Rs 6,900 core (Rs 69 billion).Established in 1996, Tata Teleservices, one of the 96 companies of
Tata Group, has its network in 20 circles. It is the first company to launch CDMA mobile services in India. It
launched mobile operations in January 2005 under the brand name Tata Indicom. It enjoys a pan-India
presence through existing operations in all of India's 22 telecom circles. Tata Teleservices operates under
five different brands -- Tata Indicom (CDMA services), Tata DOCOMO (GSM services), Virgin Mobile, Tata
Wacky (which is the brand for fixed wireless phones), Tata Photon (the company's brand that provides a
variety of options for wireless mobile broadband access) and T24.
Tata Teleservices Ltd, along with Tata Teleservices (Maharashtra) Ltd, serves nearly 70 million
customers in more than 450,000 towns and villages across the country.
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Anil Sardana is the managing director of Tata Teleservices.
8. Aircel
Aircel recorded the highest growth of 37.2 per cent among operators in 2009-10.The company
posted a revenue of Rs 4,700 crore (Rs 47 billion) to move to the number eight slot. It is a joint venture
between Maxis Communications Berhad of Malaysia and Sindya Securities Investments Private Limited,
whose current shareholders are the Reddy family of Apollo Hospitals Group of India. Aircel commenced
operations in 1999 and became the leading mobile operator in Tamil Nadu. It emerged a market leader in
Assam and in the North Eastern provinces within 18 months of operations.
Today, the company has a foothold in 21 circles including Chennai, Tamil Nadu, Assam, North East,
Orissa, Bihar, Jammu & Kashmir, Himachal Pradesh, West Bengal, Kolkata, Kerala, Andhra Pradesh,
Karnataka, Delhi, UP(West), UP(East), Maharashtra & Goa , Mumbai, Madhya Pradesh and Punjab.
It has over 43 million customers in the country.
MTNL
Mahanagar Telephone Nigam Limited (MTNL)'s revenue dropped nearly by a fifth highest among the
top 10 players -- to Rs 3,650 crore (Rs 36.5 billion).The company has achieved a customer base of 8.06
million in the two metro cities of Delhi and Mumbai. The government currently holds 56.25 per cent stake in
the company. Today it has more than 9,00,000 GSM mobile connections.
The company was in the forefront of technology induction by converting 100 per cent of its
telephone exchange network into the state-of-the-art digital mode.
Kuldip Singh is chairman & managing director of MTNL.
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TTML
The third Tata group company is this arena, Tata Teleservices Maharashtra Limited (TTML) is ranked
number 10, among the top ten telecom players in India, with revenues of Rs 2,300 crore (23 billion. This
helped the group's earning go past the Rs 20,000 crore (Rs 200 billion) mark. TTML leads the Tata group's
presence in the telephony sector in the telecom circles of Maharashtra and Goa, including Mumbai. TTML
commenced landline operations in 1998 and has the largest wire line base in Mumbai and Maharashtra
amongst all private operators. The company has over 600,000 subscribers.
Kishor Chaukar is the chairman of TTML.
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Telecom and IT
The vision of telecommunications in 2020 is a vision of information society built on an edifice where IT and
telecommunications merge. Rapid technological convergence has already implied a symbiotic overlap
between the development strategies of IT and telecommunications. Part of today¶s IT is µtelecom writ large¶,
it flourishes on the telecom-network and in turn permits modern day telecommunications to use
sophisticated IT-software. Hardware is a common platform for both IT and telecom.
There is a legacy vision derived from export-success of India¶s software that has given rise to
optimism regarding India¶s growing pre-eminence in global IT canvas. Such a vision builds on a much larger
vision of all round development of IT that pervades wide cross-section of Indian economy and society.
Deeper analysis shows that there is need for a comprehensive IT development strategy to ensure India¶s
durable presence in the global software market. As discussion in the subsequent paragraphs will show,
µenclave¶ type development of software with exclusive focus on export can not bring about desired benefits
if such a strategy ignores the linkages between export and the domestic market. Vision 2020, therefore, is a
much larger vision.
Competition Policy
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Countries often differed in pattern of sequencing and the speed of liberalization. Competition has been
controlled within limit by state policy through licensing of limited number of market players in certain
segments granting thereby a period of exclusivity to the operators. Heterogeneity of routes to sectoral
reforms, as seen from the examples of some of the Asian countries, classified into different combination of
policies and approaches to telecom reform, are presented below:
1. Competition in the fixed line segment with state owned incumbents: China, India and Korea.
2. Privatization of state owned incumbents but deferred competition through exclusivity granted to
private investors: Hong Kong, Indonesia, Malaysia, Pakistan and Singapore.
3. Simultaneous introduction of privatization and competition: Japan and Sri Lanka.
4. Opening up of local market to competition first: Hong Kong, India and Singapore.
5. Opening up of competition in the international services first: Korea, Malaysia and the Philippines.
Introduction of second domestic long distance carrier first: China
The sector ministry exercises regulatory functions: China, Indonesia, Japan, Korea, Malaysia,
Taiwan and Thailand.
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1. Separate regulator with the responsibility for interconnection lying with the dominant operator while
regulator is responsible for arbitration of disputes: Hong Kong, Pakistan and Philippines.
In most countries, restricting the number of licensees or imposing geographic limitations has
limited competition. In India, for instance, competition in cellular telephony was allowed in a duopoly mode.
This was gradually increased to licensing of four operators in each of the four metros and thirteen circles.
Basic service in India is still limited to one private operator competing with state owned incumbents in the
circles. Though private sector has been licensed and they are laying infrastructure, metros are still in the
grip of public sector monopoly and it will take a while before private competition takes place. Differences in
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modes of privatization have been observed in other countries. In Thailand, private entry was allowed through
Build Operate and Transfer (BOT) mode while the network was controlled by the state. In Vietnam, network
was publicly managed with foreign operators participating in provision of training, equipment and
supervision through Business Cooperation Contracts (BCCs). China did not allow private entry in the
telecom sector and limited competition between state-owned entities of the ministries. Many countries in
Asia restricted foreign equity participation. For example, China, India, Indonesia, Korea, Malaysia, the
Philippines and Thailand limited foreign equity below fifty per cent.
It is interesting to note that competing technological standards have also limited competitions.
Countries are divided in their technical options for mobile networks. While Europe predominantly opted for
Global System for Mobile communications (GSM) technology and USA for Code Division Multiple Access
(CDMA), within Asia, China, India, Indonesia and Malaysia have opted for GSM in cellular mobile network,
whereas Hong Kong, Korea, the Philippines, Singapore and Thailand have opted for CDMA.
However, several countries are now opting for more than one standards. For example, in USA,
µCompanies like AT&T and Cingular are increasingly moving to GSM¶. µChina is going with some CDMA as
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well.¶ India is using CDMA in Wireless in Local Loop (WLL). Multiple technological standards fragment
market rendering base stations purchased from one company unworkable with switches bought from
another company potentially limiting the scope of exploitation of economies of scale that could accrue in a
multi-vendor environment.
Government Initiatives
The Government has taken the following main initiatives for the growth of the Telecom
Sector:
� All telecom services have been opened up for free competition for unprecedented
growth
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� 217 (Information Technology Agreement) ITA-I items are at zero Customs Duty. Specified capital goods and
all inputs required to manufacture ITA-I, items are at zero Customs Duty
� Availability of low cost mobile handsets
The international Long Distance Services (ILDS) opened with effect from April 2002. Calling Party Pays (CPP)
regime was implemented with effect from 1st May 2003
� Guidelines for Unified Access Service License regime were issued in November 2003, 27 licenses out of 31
Basic Service Licenses were converted to Unified Access Service Licenses
� In April 2004, license fee for Unified Access Service Providers (UAS) was reduced
by 2 per cent.
� License fee for infrastructure Provider-II reduced from 15 per cent to 6 per cent of the Adjusted Gross
Revenue and spectrum charges between 2 to 4 per cent in June 2004.
� Entry fee for NLD licenses was reduced to Rs. 2.5 Crore from Rs. 100 Crore. Entry fee for ILD reduced to Rs.
2.5 Crore from Rs. 25 Crore
� Lease line charges have been reduced to make the bandwidth available at competitive prices to facilitate
growth in IT enabled services
� One India plan i.e. single tariff of Re. 1/- per minute to anywhere in India was introduced from 1st March
2006 by the Public Sector Undertakings. This tariff was emulated by most of the private service providers
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also. This scheme has led to death of distance in telecommunication and is going to be instrumental in
promoting National Integration further
� The robust telecom network has also facilitated the expansion of BPO industry that is having 500,000
employees now and adding 400 employees per day.
� Annual license fee for National Long Distance (NLD), International Long Distance (ILD), Infrastructure
Provider-II, VSAT commercial and Internet Service Provider (ISP) with internet telephony (restricted) licenses
was reduced to 6 per cent of Adjusted Gross Revenue (AGR) with effort from Jan 2006.
� The Government¶s policy is neutral on use of technology by telecom service providers subject to
availability of scarce resources such as spectrum etc.
� License Fees 6-10 per cent of Adjusted Gross Revenue (AGR)
Foreign Direct Investment Policy
Foreign Direct Investment (FDI) was permitted in the telecom sector beginning with the telecom
manufacturing segment in 1991 - when India embarked on economic liberalisation. FDI is defined as
investment made by non-residents in the equity capital of a company. For the telecom sector, FDI includes
investment made by Non-Resident Indians (NRIs), Overseas Corporate Bodies (OCBs), foreign entities,
Foreign Institutional Investors (FIIs), American Depository Receipts (ADRs)/Global Depository Receipts
(GDRs) etc.
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Present FDI Policy for the Telecom sector:
� In Basic, Cellular Mobile, National Long Distance, International Long Distance, Value Added Services and
Global Mobile Personal Communications by Satellite, FDI is limited to 49 per cent (under automatic route)
subject to grant of licence from the Department of Telecommunications and adherence by the companies
(who are investing and the companies in which investment is being made) to the licence conditions for
foreign equity cap and lock-in period for transfer and
addition of equity and other license provisions.
� Foreign Direct Investment up to 74 per cent permitted, subject to licensing and security requirements for
the following:
- Internet Service (with gateways)
- Infrastructure Providers (Category II)
- Radio Paging Service
� FDI up to 100 per cent permitted in respect to the following telecom services:
- ISPs not providing gateways (Both for satellite and submarine cables)
- Infrastructure Providers providing dark fibre (IP Category I)
- Electronic Mail
- Voice Mail
The above is subject to the following conditions:
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- FDI up to 100 per cent is allowed subject to the condition that such companies would divest 26 per cent of
their equity in favour of Indian public within 5 years, if these companies are listed in other parts of the world.
- The above services would be subject to licensing and security requirements, wherever required.
- Proposals for FDI beyond 49 per cent shall be considered by Foreign Investment Promotion Board (FIPB)
on a case-to-case basis.
� In the manufacturing sector 100 per cent FDI is permitted under the automatic route.
� In Basic, Cellular Mobile, paging and Value Added service, and Global Mobile Personal Communications by
Satellite, FDI is permitted up to 49 per cent (under automatic route) subject to grant of license from
Department of Telecommunications
� Foreign direct investment up to 74 per cent permitted, subject to licensing and security requirements for
the Internet Service (with gateways), Infrastructure Providers (category-II),
Radio Paging Service.
� FDI up to 100 per cent permitted in respect of
- ISPs not providing gateways (both for satellite and submarine cables),
- Infrastructure Providers providing dark fibre (IP Category I);
- Electronic Mail; and
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- Voice Mail
� FDI up to 49 per cent is also permitted in an investment company, set up for making investment in the
telecom companies licensed to operate telecom services.
Investment by these investment companies in a telecom service company is treated as part of domestic
equity and is not set of against the foreign equity cap.
� Manufacturing - 100 per cent FDI is permitted under automatic route.
� FDI is subject to the following conditions
FDI up to 100 per cent is allowed subject to the conditions that such companies would divest 26 per cent of
their equity in favour of Indian public in 5 years, if these companies are listed in other parts of the world.
� The above services would be subject to licensing and security requirements, wherever required.
� Proposals for FDI beyond 49 per cent shall be considered by FIPB on case to case basis.
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Major Players
There are three types of players in telecom services:
� State owned companies (BSNL and MTNL)
� Private Indian owned companies (Reliance Infocomm, Tata Teleservices,)
� Foreign invested companies (Hutchison-Essar, Bharti Tele-Ventures, Escotel, Idea
Cellular, BPL Mobile, Spice Communications).
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Challenges & Opportunities
The telecom sector has been one of the fastest growing sectors in the Indian economy in the past 4
years. This has been witnessed due to strong competition that has brought down tariffs as well as
simplification of policy environment that has promoted healthy competition among various players. Due to
this reason, telecom density in the country has risen to over 12 per cent at the end of January 2006, from 3.6
per cent in March 2001.
The mobile sector alone has been growing rapidly and has emerged as the fastest growing market in
the whole worlds. Currently of a size nearing 70 million (GSM and CDMA), this sector is expected to reach a
size of nearly 200 million subscribers by financial year 2008. 5.28 million mobile subscribers additions were
registered in July 2006, compared to 4.78 million in June and 4.25 million in May. More than 200 million
subscribers addition is expected by July 2007.
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The government has eased the rules regarding inter circle and intra circle mergers. This has led to a
slew of mergers and acquisitions in the recent past. Also as the sector is moving closer to maturity, further
consolidation is a reality and this will lead to the survival of more profitable players in this segment.
In order to further promote the use of Internet in the country the government is taking proactive steps to
develop this sector with the help of the various players in this segment. For this purpose, the use of
broadband technology is being mooted and this will go a long way in improving the productivity of the
Indian economy as well as turn out to be the next big opportunity for telecom companies after the mobile
communications segment.
Non-voice services and VAS are the gold mines. The big takeoff is expected with the rollout of 3G services
in early 2007, once the spectrum issues are sorted out. Internet users base fast reaching near the English
speaking population base. Local language and content required for further growth.
Infrastructure equipment cost is down to a fraction of what prevailed just a few years ago. Operators
can plan better expansion plan now.
Increased viability for the operators to expand to semi-urban and rural markets, hence, accelerate growth
further.
It¶s not without reason that India is tipped to be the world¶s third-larges economy by 2050! No
wonder if it happens much earlier.
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Investors can look to capture the gains of the Indian telecom boom and diversify their operations outside
developed economies that are marked by saturated telecom market and lower GDP growth rates.
At a time when global telecom majors are struggling to cope with their losses and the rollout of 3G
networks, which has been a non-starter for close to a year now; India, with its telecom success story,
represents an attractive and lucrative destination for investment.
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CHAPTER II
Aircel
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Introduction to Aircel
Aircel group is a mobile phone service provider in India. It offers both prepaid and postpaid GSM
cellular phone coverage throughout India. Aircel is a joint venture between Maxis Communications of
Malaysia and Apollo Hospital Enterprise Ltd of India. UTSB has a 74% stake in Aircel and the remaining 26%
is with Apollo Hospitals. It is India¶s Seventh largest GSM mobile service provider with a subscriber base of
over 51.83 million, as of January 31, 2011. It has a market share of 6.72% among the GSM operators in the
country. As on date, Aircel is present in all 23 telecom circles (including Andhra Pradesh, Assam, Bihar &
Jharkhand, Chennai, Delhi & NCR, Gujarat, Haryana, Himachal Pradesh, Jammu & Kashmir, Karnataka,
Kerala, Kolkata, Madhya Pradesh, Mumbai, North East, Orissa, Punjab, Rajasthan, Rest of Maharashtra &
Goa, Rest of Tamil Nadu, Rest of West Bengal, Uttar Pradesh East, Uttar Pradesh West) as per the company
plans to become a pan-India operator by 2010. Additionally, Aircel has also obtained permission from
Department of Telecommunications (DoT) to provide International Long Distance (ILD) and National Long
Distance (NLD) telephony services. It also has the largest service in Tamil Nadu.
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Aircel word
The Aircel Group is a result of alliance between Maxis Communications Berhad of Malaysia (74%
equity) and Apollo Hospital Enterprise Ltd of India (26% equity). It is a partnership of two flourishing brands,
each a leader on its own turf.
The Aircel Group, formed in 1994, offers affordable and outstanding mobile services to a vast subscriber
base in India. Aircel has a vision of delighting its customers by giving them the respect they deserve. Our
goal is to provide our customers with exemplary service and persistently look for new ways to surpass their
expectations.
Aircel commenced operations in 1999. In our first decade of operations, we concentrated on building our
foundations in the southern part of the country, and soon emerged as the regional market leaders. We
worked hard and achieved that success by remaining focused on growth opportunities. Soon after our
company began with its expansion in 2005 and has now set its sight on becoming a pan India operator. Our
project pipeline is robust, allowing for sustainable long-term growth.
In addition to our leadership position in Tamil Nadu, Aircel met with extraordinary success in the Eastern
frontier circles. We pride ourselves on customer satisfaction and managed to emerge as the market leaders
in Assam and North Eastern states within 18 months of operations. During this period, our company gained
a strong foothold in 10 circles, to provide better access to our customers. Today, Aircel operates in 18
telecommunication circles and the company is ready to embark on a dynamic expansion plan, swiftly rolling
out in new circles in the near future.
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Aircel recognizes the tremendous growth in its customer base. We have also got an authorization from the
Department of Telecommunications for ILD and NLD telephony services and are now on track to realize our
dream of becoming a nationwide player by the year 2010.
Aircel offers its customers, services and products that are easy to understand and use. All offerings are
stimulating and at the same time extremely unique as Aircel continues to re-invent itself constantly to deliver
the best and most up-to-date services. The brand instils a felling of pride, confidence and reliance among all
stakeholders by anticipating their desires and fulfilling the same efficiently.
With our foundations deeply set on our brand vales of simplicity, creativity, trust and excitement, we will
continue to deliver superior services to our customers and will do our best to live up to their high
expectations.
The Aircel Group is a result of alliance between Maxis Communications Berhad of Malaysia (74% equity) and
Apollo Hospital Enterprise Ltd of India (26% equity). It is a partnership of two flourishing brands, each a
leader on its own turf.
The Aircel Group, formed in 1994, offers affordable and outstanding mobile services to a vast subscriber
base in India. Aircel has a vision of delighting its customers by giving them the respect they deserve. Our
goal is to provide our customers with exemplary service and persistently look for new ways to surpass their
expectations.
Aircel commenced operations in 1999. In our first decade of operations, we concentrated on building our
foundations in the southern part of the country, and soon emerged as the regional market leaders. We
worked hard and achieved that success by remaining focused on growth opportunities. Soon after our
company began with its expansion in 2005 and has now set its sight on becoming a pan India operator. Our
project pipeline is robust, allowing for sustainable long-term growth.
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In addition to our leadership position in Tamil Nadu, Aircel met with extraordinary success in the Eastern
frontier circles. We pride ourselves on customer satisfaction and managed to emerge as the market leaders
in Assam and North Eastern states within 18 months of operations. During this period, our company gained
a strong foothold in 10 circles, to provide better access to our customers. Today, Aircel operates in 18
telecommunication circles and the company is ready to embark on a dynamic expansion plan, swiftly rolling
out in new circles in the near future.
Aircel recognizes the tremendous growth in its customer base. We have also got an authorization from the
Department of Telecommunications for ILD and NLD telephony services and are now on track to realize our
dream of becoming a nationwide player by the year 2010.
Aircel offers its customers, services and products that are easy to understand and use. All offerings are
stimulating and at the same time extremely unique as Aircel continues to re-invent itself constantly to deliver
the best and most up-to-date services. The brand instils a felling of pride, confidence and reliance among all
stakeholders by anticipating their desires and fulfilling the same efficiently.
With our foundations deeply set on our brand vales of simplicity, creativity, trust and excitement, we will
continue to deliver superior services to our customers and will do our best to live up to their high
expectations.
Business solution
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Technology related business solutions are an indispensable part of trade and commerce in today¶s
marketplace. These business solutions aim at generating value for consumers by effectively utilizing
technology to advance their day to day processes.
Today every company needs unique technology related solutions specific to their individual environment.
Keeping the same in mind, Aircel offers a comprehensive range of business related applications to empower
every aspect of your business. Our business enhancement solutions are aimed at generating profitable
results for your enterprise. Our products ranging from premium internet services, E-Conferencing, MPLS
VPN and Smart Stream provide a gamut of services that will support your needs.
Let us assist you in implementing innovative business solutions customized to your needs and make your
day to day business processes more efficient by simplifying your busy world.
Aircel Services
My aircel.
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Pocket Internet
Dialer Tunes
Missed call Alert
Music on demand
Face book voice update
Pocket learing
Movie partner
Voice station
MMS
Blyk on aircel
Doctor on call
Job alert
Live astrology
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Chapter III
Competitive Study between Aircel &
Vodafone
And Data Analysis
After the data collection, it was compiled, classified and tabulated manually and with help of computer.
Then the task of drawing inferences was accomplished with the help of percentage and graphic method. Different
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suggestions given by me to the Company after analyzing the views of every respondent are also given in the
report.
Keeping in mind the objectives of the study, the survey was being done and following interpretation was being drawn.
DEMOGARPHIC FEATURES OF REPONDENTS
1. Sex ratio of the respondents
S.NO. PARTICULARS NUMBER %AGE
A MALE 39 78%
B FEMALE 11 22%
INTERPRETATION: The graphical representation of the table shows that out of 50 respondents 39
were male and 11 were female
2. AGE GROUP OF RESPONDENTS
Male
Femal
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
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S.NO. PARTICULARS NUMBER %AGE
A 15-25 21 42%
B 25-35 18 36%
C 35-45 6 12%
D Above 45 5 10%
INTERPRETATION: The graphical representation of the table shows that out of total
respondents 42% were of age 15-25, 36% 25-35, 12% 35-45, and rest were above 45.
3. LITERACY RATE AMONG THE RESPONDENTS
S.NO. PARTICULARS NUMBER %AGE
A Matriculate 8 16
B Intermediate 17 34
C Graduation 19 38
D Post-Graduation 56 12
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INTERPRETATION: The graphical representation of the table shows that out of total
respondents 8 were matriculate,17 were intermediate,19graduateand rest 6 were
postgraduate.
4.Who is your current service provider?
S.NO. PARTICULARS NUMBER %AGE
A Aircel 14 28
B Vodafone 25 50
C Other 11 22
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INTERPRETATION The 14 person were used Air Tel and 25 person were used vodaphone and 11 were
used other.
5. For how long you are using this mobile connection?
Aircel
S.NO. PARTICULARS NUMBER %AGE
A Less than 6 month 2 14%
B 6 to 12 months 3 21%
C Above 12 months 9 65%
Aircel
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Interpretation Two person were used since six month and three were used since twelve
months and nine were used since two year.
Vodafone
S.NO. PARTICULARS NUMBER %AGE
A Less than 6 month 1 4%
B 6 to 12 months 3 12%
C Above 12 months 21 84%
INTERPRETATION The one person were used since six months and three were used since one year and
twenty were used since two year
Other
S.NO. PARTICULARS NUMBER %AGE
A Less than 6 month 1 9%
B 6 to 12 months 2 18%
C Above 12 months 8 73%
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INTERPRETATION The one person were used since six months and two were used since one year and
eight were used since two year.
6. What was the reason for choosing this mobile connection?
Aircel
S.NO. PARTICULARS NUMBER %AGE
A Recommended byfriend and relative 5 36%
B Recommended byretailer
2 14%
C Brand image 1 7%
D Advertisement 6 43%
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INTREPRETATION: Five were recommended by friends and relative and two were by retailer
and one was by brand image and six were by advertisement.
Vodafone
S.NO. PARTICULARS NUMBER %AGE
A Recommended by
friend and relative
6 24%
B Recommended byretailer
2 8%
C Brand image 8 28%
D Advertisement 10 40%
INTREPRETATION: Six were recommended by friends and relative and two were by retailer
and seven were by brand image and ten were by advertisement.
Other
S.NO. PARTICULARS NUMBER %AGE
A Recommended byfriend and relative
2 18%
B Recommended byretailer
2 18%
C Brand image 6 55%
D Advertisement 1 9%
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INTREPRETATION: Two were recommended by friends and relative and two were by
retailer and six were by brand image and one was by advertisement
7. While purchasing a connection does advertisement plays any role?
S.NO. PARTICULARS NUMBER %AGE
A Yes 42 84%
B No 8 16%
INTERPRETATION: The forty two people were saying yes and e ight were says no.
S.NO. PARTICULARS NUMBER %AGE
A Television 31 62%
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B Radio 0 0%
C Newspaper 11 22%
D Magazine 8 16%
8. From where you watch the advertisement most?
INTERPRETATION: The mostly people sees advertisement in the television.
9. Which telecommunication has good a dvertisements?
S.NO. PARTICULARS NUMBER %AGE
A Aircel 21 42%
B Vodafone 24 48%
C Any other 5 10%
INTERPRETATION: mostly Vodafone have good advertisement
10. How well advertisements of the Aircel catch your attention?
Aircel
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S.NO. PARTICULARS NUMBER %AGE
A Very well 22 44%
B Somewhat well 12 24%
C Undecided 6 12%
D Not at all 10 20%
INTERPRETATION: The 22 person says very well and 12 person says some what well and 6
were undecided and 10 were says no.
11. How well did the advertisement of Vodafone catch y our attention?
S.NO. PARTICUL
ARS NU
MBER %AGE
A Very well 26 52%
B Some what well 10 20%
C Undicided 6 12%
D Not at all 8 16%
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INTERPRETATION: The 26 person says very well and 10 person says some what well and 6
were undecided and 8 were says no.
12. Do you think that advertisement made by company informs you about these
new products?
S.NO. PARTICULARS NUMBER %AGE
A Yes 34 68%
B No 12 24%
C Undecided 4 8%
INTERPRETATION: The 34 person says yes and 12 person says no and 4 person were no
response.
13. Based on advertisements made by company, would you like to go for more
connection for you or your family in future?
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S.NO. PARTICULARS NUMBER %AGE
A Yes 38 76%
B No 7 14%
C Undecided 5 10%
INTERPRETATION: The 38 person says yes and 7 people says no and 5 person were no
response.
14. Do you collect any information search before ma king purchase?
S.NO. PARTICULARS NUMBER %AGE
A Yes 42 84%
B No 8 16%
INTERPRETATION: The forty two person were saying yes and eight were says no
15. If yes, which sources are used?
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S.NO. PARTICULARS NUMBER %AGE
A Operator Reference 5 10%
B Dealer 8 16%
C Advertisement 25 50%
D Magazine 4 8%
E Reference from friendsand relative
6 12%
F Any other 2 4%
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LIMITATIONS
No project is without limitations and it becomes essential to figure out the various
constraints that we underwent during the study. The following points in this direction would add to
our total deliberations:-
1. During the study, on many occasions the respondent groups gave us a cold holder.
2. The respondents from whom primary data was gathered any times displayed complete
ignorance about the complete branded range, which was being studied.
3. Lack of time is the basic limitation in the project.
4. Some retailers/whole sellers refuse to cooperate with the queries.
5. Some retailers/wholesalers gave biased or incomplete information regarding the study.
6. Lack of proper information and experience due to short period of time.
7. Some retailers did not answer all the questions or do not have time to answer.
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CONCLUSIONS
1. People like to watch advertisement on television mostly.
2. Respondents like to purchase new mobile connection based on advertisements.
3. Maximum respondents were in favor of that, Vodafone¶s advertising is better than other
companies.
4. Maximum number of respondents were in favor of that, they would like to purchase more
connection of the company with good advertisement policy.
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BIBLIOGRAPHY
In this project report, while finalizing and for analyzing quality problem in details the
following Books, Magazines/Journals and Web Sites have been referred. All the material detailed
below provides effective help and a guiding layout while designing this text report.
Books:
Principles of Marketing ±Philip Kotler & Kevin Keller edi.12
Market Research ± D.D. Sharma
Research Methodology ± C.R. Kothari
Websites:
www.Aircelworld.com
www.google.com
www.india.com
www.Vodafone.in
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Q UESTIONNAIRE
Dear Sir/MadamI am the student of MBA-4th Semester at Northern India Engineering College doing a project ³THE IMPACT OF ADVERTISING ON BUYER BEHAVIOUR: - A
STU DY ON AI RC EL V/ S V ODA FO NE´ Please co-operates to fill this questionnaire.1. Name_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
2. Sex:(a) Male (b) Female
3. Age:(a) 15-25 (b) 25-35
(c) 35-45 (d) Above 45
4. Education:
(a) Matriculate (b) Intermediate
(C) Graduation (d) Postgraduate5. Who is your current service provider?
a) Aircel
b) Vodafone
c) Any other
6. For how long you are using this mobile connection?
a) Less than 6 months.b) 6 to 12 months.c) Above 12 months
7. What were the reasons for choosing this mobile connection?
a) Recommended by friends or relatives.b) Recommended by retailers.c) Brand imaged) Advertisement 8. While purchasing a connection advertising plays any role
a) Yes
b) No
9. from where you watch the advertisement most a) Television
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b) Radioc) Newspaper d) Magazines
10. Which telecommunication has creative advertising? a) Air Tel
b) Vodafonec) Any other
11. How well did advertisement of the Aircel catch your attention? a) Very well b) Somewhat well C) Undecided d) Not at all.
12. How well did the advertisement of the Vodafone catch your attention? a) Very well b) Somewhat well C) undecided d) Not at all 13. Do you think that advertisement made by company informs you about there products? .a) Yesb) NoC) Undecided 14. Do you collect any information search before making purchase? YesNo
15. If yes, which sources are used?
a) Magazines
b) Dealersc) Operators referencesd) Advertisement e) Reference from friends and relativesf) Any other
³Thanks for your valuable time and co-operation´
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