CUSTOMER PREFERENCE WHILE SELECTING A BROADBAND PLAN A Project Report On “Customer Preference while Selecting a Broadband plan” At AIRTEL LTD FROM: 18th MAY, 2015 to 17 th JULY, 2015 For the particular fulfillment of Degree of “Master of Business Administration” South Gujarat University Surat Submitted By: BABU JENA T. (31) MBA 2 ND SEM Submitted To: Prof. HITESH PARMAR DBIM Page 1
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CUSTOMER PREFERENCE WHILE SELECTING A BROADBAND PLAN
A
Project Report
On
“Customer Preference while Selecting a Broadband plan”
At
AIRTEL LTD
FROM: 18th MAY, 2015 to 17th JULY, 2015
For the particular fulfillment of Degree of“Master of Business Administration”
South Gujarat University Surat
Submitted By:
BABU JENA T. (31)
MBA 2ND SEM
Submitted To:
Prof. HITESH PARMAR
Department of business & Industrial of ManagementMBA PROGRAMME
SURAT
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AcknowledgementFirst and foremost, I will admire special thanks to the Almighty God for sustaining the
enthusiasm with which plunged into this endeavor.
This project is successful largely due to the effort of a number of wonderful people who have always
given their valuable advice & lent a helping hand. I sincerely appreciate the inspiration; support and
guidance of all those people who have been instrumental in making this project a success.
I want to bid my heartiest thanks to my mentor Dr. Hitesh Parmar sir who assigned me this
below mentioned project topic and helped me at every step during the preparation of the work
of study “A Study on Preference ofconsumer while selecting a broadband plan in surat”.
Then I want to thanks Airtel Ltd. of Surat for giving me the opportunity to do my internship
in the organization. It won’t have been possible for me to this report without the guidance and
assistance from Mr.Nitin Srivastava, sales manager. Writing this report appeared to be a great
experience to me. It added a lot to my knowledge when I was working on this project. If I
say that this project is one of my memorable experience in student life, than it would not be
wrong.
The inception of this project has been a great learning experience, and also has put in place
all fragmented ideas in various areas within me to more logical and meaningful results. I want
to thanks my college library for their rich sources of knowledge and internet facilities.
I am highly obliged to my support team at Airtel to help me during my training period. It is
my foremost duty to thank all my respondents, who helped me to complete my fieldwork
without whom this project was not possible. I would also like to thanks especially to all the
faculty members of Department of Business & Industrial Management for their support and
guidance.
Last but not the least I place a deep sense of gratitude to my family members and my friends who have been constant source of inspiration during the preparation of this project work.
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DECLARATION
I declare that this project report entitled “To study the preference of consumers of Surat city
while selecting a Broadband plan” is the result of my own work carried out during May to
July 2015-2016 and has not been previously submitted to any other university or institute for
any other purpose by me or by any other person.
I will not use this project report in future to use as submission to any other university or
institute without written permission of my guide.
I also promise not to permit any other person to copy from this report in any form.
If we were found or caught as defaulter of above declaration, I know that our present of
future submissions may become invalid and/ or may not be permitted to appear in the final
exam.
Place: ------------------------------
Date : (Babu Jena T.)
Executive SummaryDBIM Page 3
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The title of the project is “To study the preference of consumers of Surat city while selecting
a Broadband plan during May - July 2015”. The main objective of the study was to know
how the preference of the consumers of broadband while selecting a Broadband planand to
identify the factors that are affecting a consumer while selecting a broadband provider. As a
part of my study I covered most of the areas in Surat including places like Ghod Dhod, Ring
Road, Citylight, Vesu, Bhatar and Adajan. For the research study, descriptive research has
been used. The sampling technique used for this study was simple random sampling and the
sample size was 100.
The required primary source of data is collected from general public through personal survey,
questionnaire, mail survey has been used and an empirical study is done for knowing their
preference while selecting a broadband plan.
In questionnaire open ended, choice question, ranking question and grid type questions have
been used. The samples have been selected by using Convenience sampling method. For the
purpose of analysis SPSS have been used further charts and tables are used for the purpose of
interpretation
But here many limitations were faced like limited knowledge of research, limited span
related to Surat area only, lack of experience and respondents were sleeted as per
convenience sampling.
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Table of Contents PAGE NO.
CHAPTER 1 INTRODUCTION 1.1 Introduction to the study.
61.2 Industry profile.
101.3 Company profile.
241.4 Company history.
251.5 Chairman profile. 34
1.6 Organization structure.36
1.7 Management profile37
CHAPTER 2 RESEARCH METHODOLOGY OBJECTIVE 40 LITERATURE REVIEW 41 RESEARCH DESIGN 42 DATA COLLECTION METHOD 42 PERIOD OF STUDY 43 NEED & SCOPE 44 LIMITATION OF STUDY 44
CHAPTER 4 DATA ANALYSIS 45CHAPTER 5 FINDING AND RECOMMENDATION 67
ANNEXURE 70 BIBLOGRAPHY
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List of tablesTable No.
Titles Page No.
1 Table showing necessity of net connection for the consumers:2 Table showing the type of connection used by the consumers.3 Table showing purpose of internet usage by respondents. 4 Table showing reason for choosing broadband connection for
Price 5 Table showing reason for choosing broadband connection for
Service quality 6 Table showing reason for choosing broadband connection for
Offers7 Table showing reason for choosing broadband connection for
Speed & Security8 Table showing reason for choosing broadband connection for
Brand Name9 Table showing the expense made by the consumer behind
broadband10 Table showing the type of plan which consumers like to have.11 Table showing the speed which a consumer like to have for
broadband12 Table showing the preference of consumers priority for broadband
plan for Speed13 Table showing the preference of consumers priority for broadband
plan for Security14 Table showing the preference of consumers priority for broadband
plan for Safety15 Table showing the preference of consumers priority for broadband
plan for usage16 Table showing the preference of consumers priority for broadband
plan for After sales service17 Table showing sources from which they came to select a
broadband plan18 Table showing Preferences towards the Value Added Service
offered:19 Table showing the preference of which VAS is to be provided:20 Table showing which broadband provider the consumer prefer to
use:21 Table Showing the preference towards a demo while selecting a
broadband provider:
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1.1 Introduction to the study: The summer internship project entitled “A study on customer perception while selecting a
broadband plan” was carried out by me as a part of my studies. Due to this project I have got
an excellent opportunity to apply theoretical thing which I have learnt during classroom
session in practical outfield.
Airtel broadband is working so well in Surat with a growing number of customers by making
its own brand identity and quality of service provided by them. It has connected approx. 600
residential as well as commercial buildings with an aim to provide quality service in different
area of surat. The study is mainly conducted in those area only which is connected by Airtel
in a way to know the satisfaction level of customer using Airtel broadband.
I am doing my research project on this particular topic because I believe that it will help me
to know more about customer preferences, customer buying behaviour, competitors strategies
and interacting with customers. The research work will also help the company to know more
about customer preference and also about their competitor’s strategies. The research will also
help Airtel to build good customer relationship.
Customer:
A customer (sometimes known as a client, buyer, or purchaser) is the recipient of a good,
service, product, or idea, obtained from a seller, vendor, or supplier for a monetary or other
valuable consideration. Customers are generally categorized into two types:
An intermediate customer or trade customer (more informally: “the trade”) who is
a dealer that purchases goods for re-sale.
An ultimate customer who does not in turn re-sell the things bought but either
passes them to the consumer or actually is the consumer.
A customer may or may not also be a consumer, but the two notions are distinct, even though
the terms are commonly confused. A customer purchases goods; a consumer uses them. An
ultimate customer may be a consumer as well, but just as equally may have purchased items
for someone else to consume. An intermediate customer is not a consumer at all. The
situation is somewhat complicated in that ultimate customers of so-called industrial goods
and services (who are entities such as government bodies, manufacturers, and educational and
medical institutions) either themselves use up the goods and services that they buy, or
incorporate them into other finished products, and so are technically consumers, too.
However, they are rarely called that, but are rather called industrial customers or business
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to business customers. Similarly, customers who buy services rather than goods are rarely
called consumers.
Six Sigma doctrine places (active) customers in opposition to two other classes of people:
not-customers and non-customers. Whilst customers have actively dealt with a business
within a particular recent period that depends on the product sold, not-customers are either
past customers who are no longer customers or potential customers who choose to do
business with the competition, and non-customers are people who are active in a different
market segment entirely. Geoff Tennant, a Six Sigma consultant from the United Kingdom,
uses the following analogy to explain the difference: A supermarket’s customer is the person
buying milk at that supermarket; a not-customer is buying milk from a competing
supermarket, whereas a non-customer doesn't buy milk from supermarkets at all but rather
“has milk delivered to the door in the traditional British way”. Tennant also categorizes
customers another way, that is employed outwith the fields of marketing. Whilst the
intermediate/ultimate categorization is used by marketers, market regulation, and economists,
in the world of customer service customers are categorized more often into two classes:
An external customer of an organization is a customer who is not directly connected
to that organization.
An internal customer is a customer who is directly connected to an organization,
and is usually (but not necessarily) internal to the organization. Internal customers
are usually stakeholders, employees, or shareholders, but the definition also
encompasses creditors and external regulators.
Customer Preference
"Consumer preference" is a marketing term meaning a consumer likes one thing over
another. For instance, a trend may indicate consumers prefer using debit cards over credit
cards to pay for goods. Companies rely on surveys, information and data in order to
customize products and use services based upon consumer
Preferences
Consumer preference is a measurement of consumer attitudes about products, services or
brands. While it’s always been smart to keep consumer happy, the term Consumer
preference became popularized in the 1980’s with the total quality movement.
Consumer preference is a term, which measure how products and services supplied by a
company meet or surpass customer expectation.
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Consumer preference is a general term applied to all facets of marketing products and
services. This is not to be confused with the more-specific term brand preference, which
relates to consumers preferring one brand over competing brands. If one brand is unavailable,
consumers will likely choose another brand to fill the gap.
A revealed preference is also a subset of consumer preferences in that companies determine
consumption behavior based upon sales numbers.
Necessity of Consumer PreferenceThe preferences of the consumers are a positive motivation, expressed by the affective
compatibility towards a product, service or trading form. We’re not dealing with an internal
bodily function, but a quality of objects that aims to fulfill our needs, quality acquired within
the connection between man and the merchandise able to fulfill these needs.
Preferences can be triggered by: the features related to the material substance of the goods
(shape, size, print, taste, colour, consistency, package, etc.); elements referring to label, name,
use instructions that accompany the product; the statute granted to the person owning and
using that particular product1. Theoreticians, at some point, had the tendency to limit the
preference to the concept of choice; however choice and preference are two radically
different entities: the first one is an action and the other one, a state of mind2. Preferences are
the result of a long-term relationship between the brand and the consumer, as the latter learns
to associate the brand with a symbol and perceive it as having high quality. Following these
deep connections created over the course of time, a strong emotion is developed which lies on
the basis of preferences, remaining present even in the absence of the friendly symbol or of
any other component feature.
Although a hardly comprehensible concept, it has been demonstrated that the consumers’
preference can be measured effectively, and that their study can provide a more thorough
understanding on the choices consumers make, when they decide to select a particular offerer
as against the other, or even when they decide to continue the relationship with the offerer in
time. Additionally, conducted studies have established various concepts related to the
preference, such as the concept of the formed preference which underlines the idea that the
consumers’ preferences are not better defined, but rather formed along the process of
choosing, a constructive point of view which suggests that different tasks and contexts
highlight different aspects of the options, the consumer concentrating on different
considerations leading to inconsistent decisions.
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Knowledge of consumer preferences is especially important with respect to the various
activities carried out at the organizational level, necessary for its survival. For instance, if an
entrepreneur must determine what features must have the product he wants to create, he will
interview more potential buyers, asking them to mention the level of preference for each
separate feature. The consumer preferences and behavior represent the basis of the pretesting
models for the new products , which implies determining the functional relationships between
the buyer’s opinion concerning a product, testing it and the purchase behavior. The level of
preferences is one of the variables that need to be taken into account when identifying the
strong and weak points of the competitors. By measuring the consumer preferences before
and after carrying out an advertising campaign, the transmitter may evaluate its success or
failure4.The preferences towards certain products or brands may constitute the theme of a
survey supplying information concerning the relative non-consumers, since attracting these
represents an important means of increasing the sales volume up to the maximum limits of
market potential. The companies constantly increasing the level of reminding and of
preference shall attain an inevitable increase in market share and profitability. The size of
profits is less important than managing to consolidate consumer preferences towards its
products.
More frequent are the situations that emphasize the necessity of knowing this dimension of
the consumers’ behaviour.
After determining consumer preferences towards a brand, the producer may take the
following measures, with a view to increase preferences for that brand: change the product;
change beliefs concerning the brand; change beliefs concerning the competing brands;
change the importance of features; attract attention towards neglected features; change the
consumers’ ideals.
In addition, in order to attract consumers’ preferences towards their own brands, producers
and retailers may chose the option of “renting” those brands having won the preferences of
consumers (names or symbols previously created by other producers, names of celebrities,
names of movie characters etc.).
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Fundamentals of studying the consumers’ preferences The theory of rational choice comprises attitude components which, in the end, represent the
basis of forming a preference. This theory gives us a model contributing to a better
understanding of the way consumers’ preferences are formed and providing us, in an
appropriate way, with the necessary means of researching and foreseeing the evolution of the
consumers’ preferences.
After analysing the way consumers’ preferences are formed from the point of view of the
theory of rational choice, we can state that, in order to understand the consumers’
preferences, it is necessary to determine their demands and desires regarding the
performance (functionality) involved in the purchase, the expected emotional results, as
well as the subjective standards consumers use to identify the tendency for a product or a
service as against the others.
1.1 Industry profile:
The telecom industry has been divided into two major segments:
I. Fixed cellular services and
II. Wireless cellular services.
In today’s information age, the telecommunication industry has a vital role to play.
Considered as the backbone of industrial and economic development, the industry has been
aiding delivery of voice and data services at rapidly increasing speeds, and thus, has been
revolutionising human communication. Although the Indian telecom industry is one of the
fastest- growing industries in the world, the current teledensity or telecom penetration is
extremely low when compared with global standards.
India’s teledensity of 36.98% in FY09 is amongst the lowest in the world. Further, the urban
teledensity is over 80%, while rural teledensity is less than 20%, and this gap is increasing.
As majority of the population resides in rural areas, it is important that the government takes
steps to improve rural teledensity. No doubt the government has taken certain policy
initiatives, which include the creation of the Universal Service Obligation Fund, for
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improving rural telephony. These measures are expected to improve the rural tele- density
and bridge the rural-urban gap in tele-density.
1.1.1 History of Tele-communication:
The history of Indian telecom can be started with the introduction of telegraph. The Indian
postal and telecom sectors are one of the world’s oldest. In 1850, the first experimental
electric telegraph line was started between Calcutta and Diamond Harbour. In 1851, it was
opened for the use of the British East India Company. The Posts and Telegraphs department
occupied a small corner of the Public Works Department, at that time. The construction of
4,000 miles (6,400 km) of telegraph lines was started in November 1853. These connected
Kolkata (then Calcutta) and Peshawar in the north; Agra , Mumbai (then Bombay) through
Sindwa Ghats, and Chennai (then Madras) in the south; Ootacamund and Bangalore.
William O’Shaughnessy, who pioneered the telegraph and telephone in India, belonged to
the Public Works Department, and worked towards the development of telecom throughout
this period. A separate department was opened in 1854 when telegraph facilities were
opened to the public.
In 1880, two telephone companies namely The Oriental Telephone Company Ltd. and The
Anglo- Indian Telephone Company Ltd. approached the Government of India to establish
telephone exchanges in India. The permission was refused on the grounds that the
establishment of telephones was a Government monopoly and that the Government itself
would undertake the work. In 1881, the Government later reversed its earlier decision and a
licence was granted to the Oriental Telephone Company Limited of England for opening
telephone exchanges at Calcutta, Bombay, Madras and Ahmadabad and the first formal
telephone service was established in the country.
On 28 January 1882, Major E. Baring, Member of the Governor General of India’s Council
declared open the Telephone Exchanges in Calcutta, Bombay and Madras. The exchange in
Calcutta named the "Central Exchange" had a total of 93 subscribers in its early stage. Later
that year, Bombay also witnessed the opening of a telephone exchange.
Further developments and milestones
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Pre-1902 – Cable telegraph
1902 – First wireless telegraph station established between Sagar Island and Sand
head.
1907 – First Central Battery of telephones introduced in Kanpur.
1913–1914 – First Automatic Exchange installed in Shimla.
1927 – Radio-telegraph system between the UK and India, with Imperial Wireless
Chain beam stations at Khadki and Daund. Inaugurated by Lord Irwin on 23 July by
exchanging greetings with King George V.
1933 – Radiotelephone system inaugurated between the UK and India.
1953 – 12 channel carrier system introduced.
1960 –First subscriber trunk dialling route commissioned between Lucknow and
Kanpur.
1975 –First PCM system commissioned between Mumbai City and Andheri
telephone exchanges.
1976 – First digital microwave junction.
1979 – First optical fibre system for local junction commissioned at Pune.
1980 – First satellite earth station for domestic communications established at
INTERPERTATIONIt could be said that consumer likely to prefer a brand name having broadband provided
because 38% of sample has agree that they want a brand while 23%of them also disagree so
consumer like to have a broadband with brand name.
So overall we can say that price and offers are the important factors that determine the
consumers choice so focus should be kept for low price and variety of offer plus with good
service
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Table showing the expense made by the consumer behind broadband
Table 9Amount No. of respondents Percentage
Below 1000 33 33
1000-2500 41 41
2500-5000 22 22
Above 5000 4 4
Total 100 100
Chart 9
>1000 1000-2500 2500-5000 <50000
5
10
15
20
25
30
35
40
45
No of respondent
No of respondent
INTERPERTATIONThe interpretation is that 33 % of the customers have Data (internet) billing below 1000/- .
while the most 41 % of the customers have billing in between 1000 and 2500.so the major of
the response is that they want a less costly expense towards their broadband. 22 % of the
customers have billing of between 2500 and 5000. The remaining 5 % of the customers have
data billing above 5000/- Rs. It shows the monthly expenditure of the respondents.
Table showing the type of plan which consumers like to have. Table 10
PLANS No. of respondents Percentage
Monthly 29 29
Quarterly 18 18
Half yearly 39 39
Yearly 14 14
Total 100 100
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Chart 10
29%
18%
39%
14%
Responses
MonthlyQuarterlyHalf yearlyYearly
INTERPERTATION
The interpretation can be made that consumer are likely to go for the half yearly plan more
because it provide them various benefits so there is 39%of sample choosing the half yearly
plan. While 29% prefer monthly plan so they can enjoy as per their needs 18% like to have
the quarterly and only 14% like to have yearly
Table showing the speed which a consumer like to have for broadband Table 11
Speed No. of respondents Percentage
512kbps 13 13
1mbps 20 20
2mbps 32 32
4mbps 21 21
8mbps 10 10
Above 8mbps 4 4
Total 100 100
Chart 11
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512kbps
1mbps
2mbps
4mbps
8mbps
Above 8mbps
0 5 10 15 20 25 30 35
13
20
32
21
10
4
Responses
Responses
INTERPERTATION
So it could that most of the population like to have an speed of 2mbps as well as it is also
widely used now a days 32% of consumer use it and 4mbps is also used by 21% so people are
preferring to have high speed with a span of time but the market for above 4mbps is very less
its just 10% for 8mbps and 4% for above 8 mbps.
Table showing the preference of consumers priority for broadband plan for
Speed
Table 12
Ranking No. of respondents Percentage
Poor 9 9
Fair 25 25
Average 34 34
Good 26 26
Excellent 6 6
Total 100 100
Chart 12
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9
25
34
26
6
Speed
PoorFairAverageGoodExcellent
INTERPERTATION
The interpretation of the above chart is that mostly the consumer want a plan which provide
them a good speed 34% have showed a response that there is a Average speed required and
26% have said a good speed required 25% are there who require fair speed and 9% who agree
to use the poor speed.
Table showing the preference of consumers priority for broadband plan for Security
Table 13
Ranking No. of respondents Percentage
Poor 16 16
Fair 14 14
Average 20 20
Good 18 18
Excellent 32 32
Total 100 100
Chart 13
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16
14
2018
32
Security
PoorFairAverageGoodExcellent
The interpretation is that most people believe they want there data to be secured while they
use a broadband plan because most of then are household user and businessmen. 32% require
excellent security in their broadband plan 26% require Good security in their broadband plan
and 14% are with fair security and 16% are with poor.
Table showing the preference of consumers priority for broadband plan for Safety
Table 14Ranking No. of respondents Percentage
Poor 13 13
Fair 7 7
Average 26 26
Good 36 36
Excellent 18 18
Total 100 100
Chart 14
137
26
36
18
Safety
PoorFairAverageGoodExcellent
INTERPERTATION
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The interpretation for this chart is that people requires their broadband to work
continuously because they don’t want any downtime so the sample have given the following
result which is they require 18% excellent in safety and 36% in Good and 26% in average
and 13% in poor and 7% in fair.
Table showing the preference of consumers priority for broadband plan for usage
Table 15Ranking No. of respondents Percentage
Poor 7 7
Fair 19 19
Average 14 14
Good 21 21
Excellent 39 39
Total 100 100
Chart 15
7 19
1421
39
Usage
PoorFairAverageGoodExcellent
INTERPERTATION
Usages is required by most of the broadband user. Every Broadband user wish to use do
more usage of his plan to use it optimally so the result which are gathered is 39% require
excellent usages. 21% with Good 14% is average and 19% with fair while only 7% are with
poor.
Table showing the preference of consumers priority for broadband plan for After sales service
Table 16
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Ranking No. of respondents Percentage
Poor 5 5
Fair 18 18
Average 17 17
Good 39 39
Excellent 21 21
Total 100 100
Chart 16
5 18
17
39
21
After Sales Service
PoorFairAverageGoodExcellent
INTERPERTATION
After sales service is required by every consumer they want a broadband provider which
provide them a good after sales service. The consumer generally prefers a broadband
provider who is good with his after sales service performance. 39% requires that their after
sales service should be very fast and accurate and 21% require Excellency in that while 17%
are agreed with average service. 18% with fair and 5% with poor.
Table showing sources from which they came to select a broadband plan
Table 17
SOURCE No. of respondents Percentage
Relatives 27 27
Office 16 16
Newspaper 25 25
Others 32 32
Total 100 100
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Chart 17
Relatives Office Newspaper Others0
5
10
15
20
25
30
35
27
16
25
32
respones
respones
INTERPERTATION
As we can see that major of the samples has gathered information from other sources that
might be the results of advertising or the effort of salesmen or it might be the use of internet
information. 32% of samples have selected the other sources that means they got the
information through Salesmen or other media. 25% of the samples have selected Newspaper
so it is also a good source. While that 27% of them from their relatives or peer friends and
16% of them have selected the broadband plan through office usage.
Table showing Preferences towards the Value Added Service offered:
Table 18
CHOICE No. of respondents Percentage
YES 87 87
NO 13 13
Total 100 100
CHART 18
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87%
13%
CHOICES
YESNO
INTERPERTATION
The interpretation could be made that mostly consumers are willing to have some extra Value
Added Services (VAS) to be offered by the broadband provider to get the extra benefits. 87%
of the samples want the VAS of the broadband provider while only 13% of the samples of
said no to the VAS services.
Table showing the preference of which VAS is to be provided:
Table 19
VAS No. of respondents Percentage
Free Wi Fi Router 26 26
Calling Packs 19 19
One Month Free Subscription 31 31
Free Installation 24 24
Total 100 100
Chart 19
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Free Wi Fi Router Calling Packs One Month Free
SubscriptionFree Installation
0
5
10
15
20
25
30
35
26
19
31
24
VAS
VAS
INTERPERTATION
It could be stated that people would like to have one month free subscription of their
broadband plan 31% have preferred towards one month subscription and 26% of the
respondents have said that they want free Wi Fi router & 24% have like to use the service of
free installation. 19% have showed interest in the calling packs.
Table showing which broadband provider the consumer prefer to use:TABLE 20
Broadband provider No. of respondents Percentage
BSNL 9 9
Airtel 24 24
Reliance 15 15
Airlink 4 4
Tikona 6 6
You Broadband 18 18
Hathaway 20 20
Others 3 3
TOTAL 100 100
Chart 20
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BSNL
Airtel
Reliance
Airlink
Tikona
You Broadband
Hathaway
Others
0 5 10 15 20 25
9
24
15
4
6
18
20
3
Broadband Provider
Broadband Provider
INTERPERTATION
From the above chart it could be said Airtel is having major market shares in broadband
sector but Airtel is also facing a tough competition from Hathaway & You Broadband they
also have captured the market. Airtel is having a total 24% of Shares, Hathaway is just behind
it with 20% of shares, You Broadband has 18% of market shares, Reliance is also having a
market share of 15%. While the share of BSNL is 9%. Tikona, Airlink & other broadband
provider have a share of 6%, 4% & 3%.
Table Showing the preference towards a demo while selecting a broadband provider: TABLE 21
CHOICE No. of respondents Percentage
YES 83 83
NO 17 17
Total 100 100
Chart 21
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YES NO
0
10
20
30
40
50
60
70
80
90
83
17
Demo
Demo
INTERPERTATION
The interpretation could be made that mostly the consumer like to have a demo while
selecting a broadband plan. 87% of the samples when asked that do they want to have a
demo of the service they said yes. While only 13% of the respondent said that they can take
the plan without a demo
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CUSTOMER PREFERENCE WHILE SELECTING A BROADBAND PLAN
FINDING AND RECOMMENDATION
FINDING OF THE STUDY
(1) Most of the respondent was in the age group of 18 to 35 years. This age group consists of
68% of total respondent.
(2) Most of the respondent were male members. And female members were in minority under
study. Male member consist of 72% of the total respondent.
(3) Most of the respondent under study were doing Service people, of the total respondent
were 34% of service. And 24% were doing service. And 19% were professional. And student
& other were in minority i.e 15% and 8%.
(4) Major of the respondent are using or willing to use the Broadband connection. In the
research 94% of the people has said that they want to have a broadband connection while 6%
is for other which is minor .
(5) 35% of the respondent have said that they use the internet service for the sake of social
networking sites. While 31% is for Education & 27% is for business purpose
(6) Price, After sales service and Offers of the ISP (Internet Service Provider) plays a major
role in the selection of the broadband service 55% of respondent have strongly agreed that
they elect on basis of price and 40% had preferred a broadband provider who provides a
variety of offers.
(7) Majority of the respondents have agreed to spend an amount of Rs.1000 – 2500. There are
41% of people who are ready for it. While 33% has agreed for an amount below 1000 Rs.
(8) When respondents were asked about what type of plan they would take then 39% of
respondents have agreed to take a half yearly plan the reason could be some extra benefits
offered in that plan. 29% have preferred a monthly plan.
(9) People like to use the speed of 2mbps as they are happy with it. 32% of respondent has
preferred it while there are some who like to use 4mbps there are 21% of people who want
that speed.
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CUSTOMER PREFERENCE WHILE SELECTING A BROADBAND PLAN
(10) People would tend towards those provider who provide Value Added Service with the
Broadband plan. 87% of the people have agreed to have a broadband plan which provide a
VAS pack with the plan.
(11) Airtel Broadband is having the maximum market share in the broadband sector. It has
captured an 24% of the market. But there is tough competition from Hathaway, You
Broadband, Reliance.
(12) People like to have a demo before taking a broadband plan. In the research 83%of the
respondent have preferred a brand that provides a demo.
CONCLUSION:
(1) From the study it can be concluded that most of the people are willing to use the
broadband service as it is cheaper so there is a good market for it.
(2) For keeping a customer retain with the company it is necessary for the company to
provide him with the benefits of extra discounts or bonus offers.
(3) Price & offers plays a major role for a consumer while selecting a broadband plan
from an internet service provider.
(4) There is lack of awareness about the offers of Airtel broadband, so necessary steps
should be taken to make it aware.
(5) Consumer are willing to prefer a brand which have a quick resolution to their
complaints. After sales service of the provider should be well enough
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CUSTOMER PREFERENCE WHILE SELECTING A BROADBAND PLAN
RECOMMENDATION:
(1) Airtel is having the major market share in broadband but it needs to innovate with
new offers and discount scheme for customers.
(2) Airtel is losing the chance of getting extra consumers in area like varrachha due to
connection problem so it needed to be sort out.
(3) Airtel has to expand its RSU (Remote Switching Unit) to cover more consumer as
well as it is losing the market because these reason.
(4) Airtel is not up to the mark in retaining it existing customer the reason is that they are
not provided any bonus offer or extra discounts.
(5) Airtel has less number of buyer in educational institution. So it should make some
effort to cover them.
(6) Airtel should also try to introduce the Day and Night plans to attract the consumer.
(7) Airtel consumers are not aware of the online help provided to them by Airtel to
overcome the troubleshoot problems while using internet.
(8) Airtel is facing a tough competition from You Broadband, Hathaway, and Reliance. It
should develop necessary stratergies to overcome them.
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CUSTOMER PREFERENCE WHILE SELECTING A BROADBAND PLAN
ANNEXUERE
Dear sir/Madam,
I Mr. Babu Jena T. pursuing MANAGEMENT OF BUSINESS ADMINISTRATION(MBA) from DEPARTMENT OF BUSINESS AND INDUSTRIAL MANAGEMENT (DBIM), VEER NARMAD SOUTH GUJARAT UNIVERSITY (VNSGU) conducting a research study titled “Consumer Preference While Selecting A Broadban Plan.” This research is only for study(educational) purpose.Your paticipation is voluntary and all responses will be kept confidential. I request you to give 10 to 15 minutes from your precious time to fill this questionnaire.Your participation will be greatly appreciated.
Thanks in advance for your assistance.
Yours sincerely,
Babu Jena.
Name : .............................................................
Age : Below 18 18 – 35 Years
35 – 55Years Above 55lakh
Gender : Male Female
Occupation : Business Service Professional Student Other