Kuldeep Singh Airtel

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EXECUTIVE SUMMARY

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Executive Summary

The Project is aimed To Study the Business Buying Behavior of the

Organization with Response to Airtel Post-paid Services. It is an attempt to understand

the Buying behavior of the organization and getting feedback of customers. There is high

degree of competition in the Telecommunication and Information Technology sector. The

intense competition makes the companies to take the necessary steps. To retain their old

retailers and customers as well as attract new ones. In the environment of theadvancement of the technology the companies are trying hard to keep the pace with the

latest development .

There are following cellular services providing in Maharashtra and Goa circle namely:-

Airtel

BSNL

IDEA

RIM

Tata Indicom

Vodafone

There is a stiff competition between these players. So everyone has to be on their

toes to be the number one. According to the survey conducted in Maharashtra and Goa

circle Airtel is the market leader with nearly 4.35 million subscriber followed by BSNL

which has around 3.15 million subscribers as on 31 st May 2008.

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The government of India recognize that the provision of the world-class

telecommunications infrastructure and information. That the key to rapid economic and

social development of the country. It is critically not only for the development of the

Information technology industry, but also has widespread ramification on entire economy

of the country. It is also anticipated that going forward, a major part of the GDP of the

country would be contributed by this sector. Accordingly, it is of vital importance to thecountry that there be a comprehensive and forward looking telecommunications policy

which creates an enabling framework for development of this industry.

Telecommunication market is flooded with players and it is imperative for every

company to study buying behavior of corporate sector buyers because there are high uses

of post-paid services. And if they are not satisfied with them, where is the problem and

what measures should be taken to overcome those problems. The company should take

steps to keep customers happy so that the customer retains faith in the company.

This analyzed data was later on converted into the form of graphs, such as pie

chart, bar graphs etc. This was to make result easily comprehensible by anyone going

through the report. This also made it easy to draw conclusion based on the research and

provide a presentable format of the report. On the basis of the analysis the suggestion are

also given.

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OBJECTIVE OF THE STUDY

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Title of the project

To remain ahead in the competition it is always necessary to study buying Behavior

of the market and understand its needs. It is always necessary to study the

satisfaction of the customer and also to find out what are the expectations of the

customers. With these things in mind the project undertaken was To Study the Business

Buying Behavior of the Organization with Response to Airtel Post-paid Services.

The project would help to analyze the factors that influence the corporate

employees to select a particular service.

It would also help in finding out the market concentration of the various service

providers.

It would thus help in serving the corporate employees better and also enhance the

sales in the corporate sector.

The corporate sector was chosen because, working in the corporate sales team the

entire focus was on the corporate segment and hence the project was undertaken to study

this segment. The corporate segment is a very important segment as there thousands of

employees working and these are the most frequent cellular service users. The corporate

employees are offered special features and services according to their requirements.

The information required consists of primary data, which includes data related to

factors influencing the selection of particular service provider according to the priority of

the corporate employee.

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The surveyed segment of market includes the corporate employees working in the Pune

region.

The research approach used was that of survey and research instruments used was

questionnaire. The sampling plan includes, sampling units, which were the corporateemployees working in Pune. The contact method used is that of Personal interview and

E-mail.

Objectives of the study:-

To find out the ratio of mobile users and non mobile users in the corporate sector

in Pune.

To find out the concentration of the GSM service providers in the corporate

market.

To find out the most influencing factor while selecting a particular service

provider.

To know the customer preferences.

To find out the factors affecting in decision making to business buyers.

There are around more than 60% mobile users in the corporate sector in Pune

region. To find out the most effective and popular medium through which people

become aware of the various plans and schemes they are using.

To find out the percentage of switchers in the past and the reasons for the same.

To find out the problems of present users in corporate sector.

To find out the percentage of people who are loyal to a particular service

provider.

To find out reason from the people for not using a mobile phone.

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Benefits of the study:-

1. The benefits of the study will be for the company as it would know the variousreasons and factors that influence a person to select a particular service provider.

2. It would also know the satisfaction level of the customers and can take action

accordingly.

3. The study would also help the customers as the company would work towards

providing a better service to the customers.

Scope of the study:-

Pune is a very huge base for several industries. It has various types of industriesfrom the public sector as well as the private sector. There are many engineering and

manufacturing industries. Automobile companies are also existent in Pune for a long

time. The service industry is also very prominent in Pune. Here we find many banks and

Insurance companies also. In the past few years this city has seen a tremendous increase

in the software industry. Pune is one of the hubs for software development. It is also the

centre for many call centers and BPO (Business process Outsourcing) services. Hence

Pune is a corporate centre with many companies from varied fields. Thus it was

important to understand the factors that influence the employees of these companies

while selecting a particular GSM service as it would help the company focus on this

segment and provide better service to them. The company also has a strong customer

base from these companies so it was essential for the company to also find the

satisfaction level of these customers. Thus the project aims at finding the factors selection

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of a particular service and also the satisfaction of the corporate employees. This would

help in enhancement for the company and provide a better service to the customers.

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INTRODUCTION

Introduction of Indian Telecom sector

The industry is considered as having the highest potential for investment in India.The growth in demand for telecom services in India is not limited to basic telephone

services. India has witnessed rapid growth in cellular, radio paging, value added services.

This is expected to soar in the next five years.

Recognizing that the telecom sector is one of the prime movers of the economy,

the Governments regulatory and policy invites have also been directed towards

establishing world class telecommunications infrastructure in India. The telecom sector in

India therefore offers an ideal environment for investment.

The telecommunications initiative in the country is lead by Minister of

Communications through the Department of Telecommunication $ Department of

Telecom services and its undertaking for provision of basic telephone services, national

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and international long distance communications, manufacture of complete range of

Telecom equipment, research and development, and consultancy services. The telecom

Commission performs the Executive and policy making functions. The Telecom

regulatory authority of India performs the functions of an independent regulatory body.

About GSM:-

The most prevalent wireless standard in the world today, is GSM. The GSM association

(Global system for Mobile communications) was introduced in 1987 to Promote and

expedite the adoption, development, deployment and evolution of the GSM standard for

digital wireless communications.

The GSM association was formed as a result of European community agreement on the

need to adopt common standards suitable for cross border European Mobile

communications.

Starting of primarily as a European standard, the Group special Mobile as it was then

called, soon came to represent the Global system for Mobile communications as it

achieved the status of world-wide standards. GSM is today, the worlds leading digital

standard accounting for 70% of the global digital wireless market.

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The Indian Government when considering the introduction of cellular services into the

Country, made a landmark decision to introduce the GSM standard, leapfrogging

Obsolescent technologies /standards.

Although cellular license were made technology neutral in September 1999, all the private operators are presently offering only GSM based mobile services. The new

licenses for the 4 th cellular licenses that were awarded in July 2001 too, have adopted for

GSM technologies to offer their mobile services.

The GSM standard for digital cell phones was established in Europe in the mid-1980s--

long before digital cellular phones became common place in American culture.

It is now possible to locate a person using a cellular phone down to a range of a few

meters, anywhere on the Globe.

About Airtel

Airtel cellulars antecedents date back to 1995 that time it is known to the named by

BTVL (Bharti tele venture limited) and named changed in early 2006 to Bharti Airtel.

It is established by Sunil Mittal Bharti.

Bharti Airtel, formerly known as Bharti Tele-Ventures Limited (BTVL) is India 's

largest Telecom Business operator with more than 64.4 million subscribers as of April 2008.

It also offers fixed line services and broadband services. It offers its TELECOM services

under the Airtel brand and is headed by Sunil Mittal . The company also provides telephone

services and Internet access over DSL in 14 circles. The company complements its

mobile, broadband & telephone services with national and international long distance

services. The company also has a submarine cable landing station at Chennai, which

connects the submarine cable connecting Chennai and Singapore. The company provides

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end-to-end data and enterprise services to the corporate customers through its nationwide

fiber optic backbone, last mile connectivity in fixed-line and mobile circle. Bharti

enterprises are public listed company, and its revenue is $6 billion. In July 2007 the

company announced to the collaboration with Nokia-Siemens for a $900 million

expansion of its mobile and fixed network. Vision of the company is 125 million

customers on 2010.President of Bharti Airtel is Manoj Kohli, and Joint Managing

Director is Rajan B. Mittal. Airtel has three BSU unit respectively Mobile, Broadband

and telephone enterprises.

The total customer of Airtel as on 31 st May 2008 is 66825935.The company

will invest up to $3.5 billion this Fiscal 2007-08 in network expansion. In Mar 2008

Bharti Airtel will rollout 3G service in Sri Lanka In associated with SingTel, which stake

is 30% in Airtel

The study has revealed the following results:-

The Market share of following GSM services in India is following:-

Group Company Total Subscribers

Airtel(GSM) 66825935

Reliance (CDMA + GSM) 48696295

Vodafone Essar(GSM) 47466853

BSNL(GSM) 36997418

IDEA(GSM) 26140643

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Tata (CDMA) 25476062

Aircel(GSM) 11491986

Spice(GSM) 4497675

MTNL(GSM + WLL) 3350437

BPL(GSM) 1331261

HFCL (CDMA) 326150

Shyam (CDMA) 108396

Total (All India) 272709111

The market share in percentage of the various GSM service providers in the corporatesector of India is as follows:-

Airtel: - 24.50% Tata Indicom: - 9.34%

BSNL:-13.57% Vodafone: - 17.41%

Idea:-9.59% Others:-7.73%

Reliance (GSM+CDMA):- 17.86%

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Market Shar

Airtel

BSNL

Reliance(GSM+CDMA)

Idea

Vodafone

Tata Indicom

Others


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PROFILE OF THE COMPANY

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Historical prospective of Bharti Airtel:-

Sunil Bharti Mittal:-

Chairman& Managing Director since October 2001

Board director since: July 1995

Age: 49 years

Sunil Bharti Mittal is the Chairman & Managing Director of Bharti Airtel Ltd. Head

quartered at New Delhi, India.

Bharti Airtel, Indias leading private integrated telecom company has been at the

forefront of the Telecom revolution and has transformed the telecom sector with its

world-class services built on leading edge technologies. Bharti has been a pioneering

force in the telecom sector and today enjoys a strong nationwide presence.

Sunil started his career at a young age of 18 after graduating from Punjab Universityin India and founded Bharti, with a modest capital, in the year 1976. Today, at 49 he

heads a successful enterprise, amongst the top 5 in India, with a market capitalization of

over US$ 40 billion and employing over 30,000 people.

Bharti has grown successfully in partnership with various leading companies of the world

- Singapore Telecom, Vodafone, Warburg Pincus, British Telecom to name a few. The

other businesses in the group are consumer electronics (Bee tel), life insurance with AXA

of France (Bharti AXA), and a joint venture with the Rothschild group to develop Indianhorticulture and export fruits and vegetables to the world (Field Fresh) Bharti has

recently entered into a JV with Wal-Mart for setting up supply chain, logistics and cash

and carry to support the burgeoning retail market in India.

Sunil is an alumnus of Harvard Business School, MA, USA .

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Sunil has been conferred one of the highest civilian award Padma Bhushan .

Sunil has been conferred the degree of Doctor of Science (Honoris Causes) by the G B

Pant University of Agriculture & Technology.

Sunil is an Honorary Fellow of The Institution of Electronics and Telecommunication

Engineers (IETE)".

Sunil is the Honorary Consul General of the Republic of Seychelles in New Delhi, India.

Bharti Enterprises, India's leading telecom conglomerate, has been at the forefront of

technology and has revolutionized telecommunications with its world-class products and

services. Established in 1976, Bharti has been a pioneering force in the telecom sector

with many firsts and innovations to its credit. Bharti has many joint ventures with

telecom leaders like SingTel, Singapore; British Telecom, UK; E.M.Warburg Pincus,

USA; Talia, Sweden and New York Life International, USA.

Bharti Airtel was founded in 1995, to the name of BTVL (Bharti Tele Venture

Limited).Its head quarter is in New Delhi. It is Public listed company on BSE. The named

changed to Bharti Airtel in early 2006.

Bharti Tele-Ventures Limited (BTVL) is India 's largest Telecom Business operator with morethan 64.4 million subscribers as of April 2008. It also offers fixed line services and

broadband services. It offers its TELECOM services under the Airtel brand and is headed

by Sunil Mittal . The company also provides telephone services and Internet access over DSL

in 14 circles. The company complements its mobile, broadband & telephone services

with national and international long distance services. The company also has a submarine

cable landing station at Chennai, which connects the submarine cable connecting Chennai

and Singapore. The company provides end-to-end data and enterprise services to the

corporate customers through its nationwide fiber optic backbone, last mile connectivity in

fixed-line and mobile circles, VSATs, ISP and international bandwidth access through

the gateways and landing station.

Airtel is a brand of telecommunication services in India operated by Bharti Airtel.

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Airtel is the largest cellular service provider in India in terms of number of

subscribers. Bharti Airtel owns the Airtel brand and provides the following services

under the brand name Airtel: Mobile Services (using GSM Technology), Broadband &

Telephone Services ( Fixed line , Internet Connectivity(DSL) and Leased Line), Long

Distance Services and Enterprise Services (Telecommunications Consulting for

corporate). It has presence in all 23 circles of the country and has the covers 71% of the

current population till FY07.

Leading international telecommunication companies such as Vodafone and SingTel held

partial stakes in Bharti Airtel.

In April 2006 Bharti Global Limited was awarded a telecommunications license

in Jersey in the Channel Islands by the local telecommunications regulator the JCRA . InSeptember 2006 the Office of Utility Regulation in Guernsey awarded Guernsey Airtel

with a mobile telecommunications license. In May 2007 Jersey Airtel and Guernsey

Airtel announced the launch of a relationship with Vodafone for island mobile subscribers.

In July 2007, Bharti Airtel signed a MoU with Nokia-Siemens for a 900 million dollar

expansion of its mobile and fixed network. In August 2007, the company announced it

will be launching a customized version of Google search engine that will provide an 'array

of services' to its broadband customers.

In March 2008, Bharti Airtel will roll out third generation services in Sri Lanka in

association with SingTel . This is because Singapore-based Asian telecom major SingTel,

which owns a little over 30% in Bharti Airtel, is a major player in the 3G space as it has

already third generation networks in several markets across Asia.

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Organization culture of Bharti Airtel:- Organization Culture is a Dynamic system of shared values, beliefs, philosophies,

experiences, habits, behavior that give an organization its distinctive character.

This excellence extends beyond technology roles, and is equally important to how

we manage and sustain this rapid growth.

The spirit of innovation and excellence.

The opportunity for cross-functional moves.

Taking a risk on new ideas and giving us ours own creativity space to operate in.

External training courses are sponsored to ensure that the objective of offering continuous

professional development is achieved.

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Various department of Bharti Airtel:-

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Members of Bharti Airtel:-

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PRODUCT PROFILE

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Product Profile:

Touchtel:-

Until September 18 , 2004 , Bharti provided fixed-line telephony and broadband services

under the Touchtel brand. Bharti now provides all telecom services including fixed-line

services under a common brand "Airtel"

Apple's iPhone 3G

Apple has announced launch of its new iPhone in US and other 25 countries on July 11th

2008, it is soon to be launched in India as well with Bharti.

Tariffs :-

Take your office wherever

you go & access e-mail and

Internet any time anywhere,

with Airtel.

More services, for convenient

use of your mobile from Airtel

network.

Welcome to Airtel Mobile

Phone Backup, a unique

service that saves all the vital

and precious information at

the touch of a button.

Going mobile is now a lot more affordable with amazingly

reduced tariffs from Airtel .So go ahead and choose Airtels

New Prepaid with lowest monthly cost of staying cellular,

available for both new and existing customers.

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Roaming:-

Airtel recognizes your accessibility needs. Keep in touch with your business partners, friends and

loved ones through our extensive coverage of more than 400 roaming partners in over 200

destinations worldwide. You can be sure of enjoying the best coverage wherever you go. After

all, home is just a phone call away.

Roaming Services include:-

Stay connected with your friends and family

no matter where you are, with an ever-

increasing number of roaming destinations

around the world .

Bridge Alliance

Use your Airtel phone to make or receive calls

from almost anywhere in India. So no matter

how far you go, you'll always be just a call

away.

Roam Internationally in Asia Pacific with Bridge

Alliance, covering eleven major territories and

serving millions of customers across bridge

members' networks. Click here to know about

exclusive product offerings from Bridge Alliance .

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Reach Airtel: -

Our aim is to help you as quickly and as efficiently as possible at first point of contact. In

this section you'll find an opportunity to email us directly, useful telephone numbers,

quick links to store locations, payment centers and much more.

Customer Support

As an Airtel customer you have the convenience to access our 24-hr customer service

number from any part of India, from your Airtel phone. What's more, you can access us

from your landline too.

Recharging is easy

A variety of prepaid recharge coupon with different denominations are available at a

number of outlets in your city. Visit conveniently located shop in your city.

Airtel Relationship Centre

Need to get yourself a new Airtel connection, subscribe to any of our value added

services and get more information on them, pay your bill or get a new handset? Visit the

nearest Airtel Relationship Centre.

Postpaid of Bharti Airtel:-

Life becomes much simpler with Airtel Postpaid. It gives you the unlimited freedom to

reach out to people in special way.

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Features of Postpaid:-

Easy Billing (E-Bill)

Easy Payment Options. Anytime, Anywhere.

Credit Limit

Strong Network Coverage

Long Distance Calling Facility

Widest Roaming (National and International)

GPRS - Roaming

Say it. In more than just words

Easy Payment Options anytime anywhere :-

You can choose from a host of convenient payment options only with Airtel. Walk

into any Airtel relationship centre and make your payments by cash or credit card. Drop a

cheque at any of the drop boxes for making payments or simply log on to My Airtel

section and pay instantly through your credit card. You can also opt for easy payment

options like:-

Standing Instructions

You can give us standing instructions to debit your credit card account for your

monthly Airtel bills. All you have to do is fill the Standing Instruction Form and mail, fax

it to us or drop it any of our relationship centers.

Electronic Clearing System Fill an ECS form and mail fax it to us or drop it any of our

relationship centers to directly debit your bank account for your monthly Airtel bill.

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http://airtel.in/wps/wcm/connect/Airtel.in/airtel.in/home/foryou/mobile/postpaid/features/#easybillinghttp://airtel.in/wps/wcm/connect/Airtel.in/airtel.in/home/foryou/mobile/postpaid/features/#easypaymenthttp://airtel.in/wps/wcm/connect/Airtel.in/airtel.in/home/foryou/mobile/postpaid/features/#creditlimithttp://airtel.in/wps/wcm/connect/Airtel.in/airtel.in/home/foryou/mobile/postpaid/features/#strongnetwrkhttp://airtel.in/wps/wcm/connect/Airtel.in/airtel.in/home/foryou/mobile/postpaid/features/#stdhttp://airtel.in/wps/wcm/connect/Airtel.in/airtel.in/home/foryou/mobile/postpaid/features/#widestroaminghttp://airtel.in/wps/wcm/connect/Airtel.in/airtel.in/home/foryou/mobile/postpaid/features/#gprshttp://airtel.in/wps/wcm/connect/Airtel.in/airtel.in/home/foryou/mobile/postpaid/features/#sayithttp://airtel.in/wps/wcm/connect/Airtel.in/airtel.in/home/foryou/mobile/postpaid/features/#easybillinghttp://airtel.in/wps/wcm/connect/Airtel.in/airtel.in/home/foryou/mobile/postpaid/features/#easypaymenthttp://airtel.in/wps/wcm/connect/Airtel.in/airtel.in/home/foryou/mobile/postpaid/features/#creditlimithttp://airtel.in/wps/wcm/connect/Airtel.in/airtel.in/home/foryou/mobile/postpaid/features/#strongnetwrkhttp://airtel.in/wps/wcm/connect/Airtel.in/airtel.in/home/foryou/mobile/postpaid/features/#stdhttp://airtel.in/wps/wcm/connect/Airtel.in/airtel.in/home/foryou/mobile/postpaid/features/#widestroaminghttp://airtel.in/wps/wcm/connect/Airtel.in/airtel.in/home/foryou/mobile/postpaid/features/#gprshttp://airtel.in/wps/wcm/connect/Airtel.in/airtel.in/home/foryou/mobile/postpaid/features/#sayit


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Pay while roaming

Airtel has introduced 'anywhere payment' that offers you the convenience of making

payments while you roam. Walk in to any Airtel Relationship Centre in the country,

make payments by cash or credit card and enjoy uninterrupted Airtel Services.

Credit limit :-

Your pre-set credit limit mentioned on your monthly bill helps you keep your

mobile charges in control, keeps track of your usage and ensures that your mobile phone

is not misused. Should you exceed your credit limit, you will be informed via a voice or anon-voice message to make an interim payment and reduce your account balance below

your credit limit. You may also choose to pay us an additional refundable deposit to

enhance your credit limit or opt for our convenient payment method of Credit Card

Standing instruction .You can also make use of ECS facility.

Strong Network Coverage :-

Enjoy complete clarity when calling with Airtel .It offers you world class

technology and unbreakable network coverage that spans over 23 circles across the

country.

Long Distance Calling Facility :-

Call long distance calls in India and Overseas with STD / ISD facility on your Airtel

phone.

GPRS - Roaming :-

Use Airtel Postpaid's GPRS services, while roaming, to access the internet and office mails

(e.g. BlackBerry services), from almost anywhere in India and abroad.

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Say it. In more than just words, with Services from Airtel :-

Airtel brings you a wide range of Services that will change the way you

communicate.

Call management Services

o Call waiting

o Call hold

o Call divert

o Conference call

o Missed call alert

Voice Mail Services

SMS (Short Messaging Service)

Reach us, Anytime Anywhere :-

Group links of Airtel Companies:-

Bharti Airtel

Bharti Teletech

Telecom Seychelles

Bharti Telesoft

Bharti Del Monte India

Bharti Retail Bharti AXA General Insurance

Bharti AXA Life Insurance

Bharti AXA Investment Managers

Bharti Resources

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Jersey Airtel

Guernsey Airtel

Bharti Foundation

A brief introduction to each of Airtel companies is given below:

Bharti TeleTech Ltd

Bharti Teletech is Indias leading telecom & allied products

company and are one of the largest manufacturers of landline

telephones in the globe. Bharti TeleTech Ltd manufactures and

exports world-class telecom equipment under the brand 'Beetel'. The

companys manufacturing operations are spread across two ISO-

9000 certified plants in Goa and Ludhiana with an installed capacity

of 6 million telephone units annually upgradeable to 10 millions

units.

Telecom Seychelles Ltd

Telecom Seychelles Ltd provides telecom services in Seychelles,

under the brand 'Airtel'

Bharti Telesoft Ltd

Bharti Telesoft Ltd delivers best-in-class, revenue-critical VAS products and services to telecom carriers.

\

Bharti Del Monte India Pvt Ltd

Bharti Del Monte India (P) Ltd is a venture between Bharti

Bharti Airtel Ltd

Bharti Airtel Ltd is India's leading provider of telecommunications

services. The company has 3 distinct Business divisions - Mobile,

broadband & telephone services and enterprise services.

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Enterprises and Del Monte Foods India Pvt. Ltd, to offer fresh and

processed fruits and vegetables in the domestic as well as

international markets including Europe, USA and Middle East.

Bharti Retail Pvt Ltd

Bharti Retail is a wholly owned subsidiary of Bharti Enterprises.

Bharti Retail is setting up a chain of multiple consumer friendly

format stores in India which will be 100 percent owned and operated

by Bharti. Bharti Retail will provide consumers with products of

affordable prices, great quality and wider choice. The company has

launched neighborhood format stores called "Easy Day". The stores

are a one stop shop to cater to every familys day-to-day needs.

Bharti AXA General Insurance Company

Bharti AXA General Insurance is a joint venture between Bharti

Enterprises and AXA, world leader in financial protection and

wealth management. The company was incorporated in July

2007 and will bring to the Indian market a full suite of general

insurance solutions to meet the needs of businesses and individuals

alike.

Bharti AXA Life Insurance Company

Bharti AXA Life Insurance Company Ltd is a joint venture between

Bharti Enterprises and AXA, world leader in financial protection

and wealth management. The joint venture company has a 74%

stake from Bharti and 26% stake of AXA Asia Pacific Holdings Ltd

(APH).

Bharti AXA Investment Managers Pvt. Ltd.

Bharti AXA Investment Managers Pvt. Ltd., an asset management

company in India, is a joint venture between Bharti Enterprises,

31
http://bharti.com/companies.html#bhartiretailhttp://www.bharti-axagi.co.in/http://www.bharti-axalife.com/http://www.bhartiaxa-im.com/http://bharti.com/companies.html#bhartiretailhttp://www.bharti-axagi.co.in/http://www.bharti-axalife.com/http://www.bhartiaxa-im.com/


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AXA Investment Managers (AXA IM) and AXA Asia Pacific

Holdings (AXA APH).

Bharti ResourcesBharti Resources, a wholly owned subsidiary of Bharti Enterprises,

is a premier end-to-end learning and development solutions

organization that specializes in the customer experience arena. It

provides learning solutions that impact business performance

through enhanced employee productivity, customer profitability and

effective talent transformation.

Jersey Airtel Ltd

Jersey Airtel, a subsidiary of Bharti, offers world-class mobile

services in Jersey (Channel Islands) over its full 2G, 3G and HSDPA

enhanced network. The Company brings market-leading products

and services to its customers under Airtel-Vodafone brand.

Bharti Foundation Bharti Foundation was set up in 2000, with the vision, To help

underprivileged children and young people of our country realize

their potential. It aims to create and support programs that bring

about sustainable changes through education.

32
http://www.bhartiresources.com/http://www.airtel-vodafone.je/http://www.bhartifoundation.org/http://www.bhartiresources.com/http://www.airtel-vodafone.je/http://www.bhartifoundation.org/


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Organizational performance:-

Market share of Maharashtra circle of various GSM services :-

Bharti Airtel is the first in ranking amongst the GSM service providers with more

than 67 million customers in India till May 2008, and in Maharashtra circle more than

4 million till May 2008 and in Maharashtra its position is 2 nd.

Group Companies Total subscribers

(21853009)

Idea Cellular 5221920

Airtel 4345945BSNL 3147087TATA Indicom 3124813Reliance India Mobile 3092848Vodafone 2920396

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The awards achieved by Bharti Airtel:-

Dura-Line India has been awarded the much coveted Value-Partner Award of the Year by

Bharti Airtel Limited for excellence in outdoor plant service for 2006. The Award was

34

% TOTAL SUBS.

BSNL

14%

AIRTEL

20%

IDEA

25%

VODAFONE

13%

RIM

14%

TATA INDICOM

14%


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presented by Mr. Sunil Mittal, Chairman of Bharti Group, to Mahendra Gambhir, Dura-

Line India's Director of Finance, and Anil Pande, Dura-Line India's Senior Vice President

and Head of Telecom Marketing, in a ceremony held in New Delhi on March 16, 2007.

The award is a reflection of Dura-Line's dedicated efforts to exceed customers'

expectations of quality, price, innovation and delivery. It is a great honor to have one of

our most valued customers express gratitude for a job well done.

Sunil Bharti Mittal, CEO of Bharti Enterprises has been awarded the GSM Association

Chairmans Award 2008. Mr. Mittals tremendous contribution to the development of

Indias telecom sector has fetched him this award which is the highest honour in the

global telecom sector.

Vision of Bharti Airtel:-

By 2010 Airtel will be the most admired brand in India:

Loved by more customers

Targeted by top talent

Benchmarked by more businesses

We at Airtel always think in fresh and innovative ways about the needs of

our customers and how we want them to feel. We deliver what we promise and go

out of our way to delight the customer with a little bit more .

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Mission of Bharti Airtel:-

Delight the customer by meeting their communication requirements anytime

everywhere.

Goals of Bharti Airtel:-

Nurture and create a pool of potential talent (Young Leaders) who can deliver

superior business performance.

Provide Young Leaders with a holistic understanding and exposure to the

business and the organization.

Facilitate Young Leaders in gaining insight into their own strengths, development

areas, and provide opportunities for self development.

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THEORETICAL PROSPECTIVE

Theoretical prospective

Buying Behavior

The staring point of understanding the business buying behavior is the stimulus repose

model as shown in the figure. The marketing and environmental stimuli enter the buyers

consciousness. The buyers characteristics and decision process lead to certain purchase

decision. The markets take is to understand what happen in the buyers consciousness

between arrive of the stimuli and the purchase decision.

Model of Business Buying Behavior

Marketing

Stimuli

Other

Stimuli

ProductPricePromotionPlace

EconomicTechnologyPoliticalCulturalCompetitive

The Buying Organization

The buying center

Buying

Decision

Process

Buyers Decision

* Product or ServiceChoice*Supplier choice*Order Quantities

*Delivery terms*Service terms*Payment

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Thus from the above figure it is clear that there are several factor which influence

decision and the marketer has to understand this and take decision accordingly. Thus it is

importance for every marketer to analyze the business buying behavior of organization.

The Corporate Market in Pune

Pune is a very huge base for several industrial. It has various types of industries

from the public sector as well as the private sectors. There are many engineering and

manufacturing industries. Automobile companies are also very prominent in Pune. Here

we find many banks and insurance companies also. In the past few years this city has

seen a tremendous increase in the software industry. Pune is one of the hubs for software

development. It is also the center for many call center and BPO services. Hence Pune is acorporate center with many companies from varied fields. Thus it is important to

understand the factors that influence the employees of these companies while selecting a

particular GSM service as it would help the company focus on this segment and provide

better service to them. The company also has a strong customer base from these

companies so it was essential for the company to also find the satisfaction level of these

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customers. Thus the project aims at finding the factors for selection of a particular service

and also the satisfaction of the corporate employees. This would help in enhancement of

performance for the company and provide a better service to the customers.

Buying Behavior for GSM Services:

There is high degree of competition in the Telecommunication sectors. The

intense competition makes the companies to take the necessary steps. To retain their old

retailers and customers as well as attract new ones. In the environment of the

advancement of the technology, the companies are trying hard to keep the pace with the

latest development .

There are following cellular service provides in Maharashtra and Goa circle

namely:-

Airtel

BSNL

Idea

RIM

TATA Indicom

Vodafone

Thus it gives the customer the choice of selection amongst these services. The companies

have to exactly understand the requirements of the customer and have to take actionaccordingly. Thus in the project we have identified the following factors and tried to find

out the most influencing factor while deciding upon a particular service

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After sale service

Value added service

Economy

Friends and family use this service

Coverage

Reputation

Then it also necessary to understand the post purchase behavior of the customers. Hence

we have studied the satisfaction level of the customers. The project also tries to find outwhether the customer is loyal to the service or is willing to switch the service.

The other aspect that the projects study is the behavior of the people who are not

currently using the cellular services. This will help in finding out the reasons as to why

these people do not use the cellular service. The project also aim at studying what will be

the factors these people will consider if they go for a cellular service in the future with

these points the entire questionnaire was designed.

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RESEARCH METHODOLOGY

Research Methodology

The survey method is used for the data collection and it is done with the help of

questionnaire as the research instrument.

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Research Instrument:

It used for the purpose of carrying out the survey. There are 2 questionnaire designed viz.

For mobile user

For people not using mobile phone .

Research Design

Introduction:-

Market Research is a systematic gathering, recording and analysis of data collected by

various techniques to access the response to various parameters related to given project

and accordingly prepare a report based on which the company can take correct decisions.

These decisions are highly critical in determining the marketing strategy to be adopted .

Statement of the problem or title description:

Marketing research has very vast scope, which consist of the research regarding

marketing mix as well as environment studies i.e. socio cultural environment, political

environment, legal environment, psychological environment, technological environment,

economic environment, demographic environment, natural environment. The present

research deals with Business Buying Behavior of the Organization. The title of the

project is To Study the Business Buying Behavior of the Organization with Response to

Airtel Post-paid Services.

The title itself define the area of study i.e. environment study and finding out the

consumer behavior analysis for existing customer of the Airtel postpaid through it. The

main focus is on the major players in postpaid markets and there various strategy, so that

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the exact position of individual player is disclosed. In doing so it not only clears the

status of Bharti Airtel in the market but also the states of player too. The position of the

market player is found out in terms of the various parameters like Coverage, Tariff plan,

Features, CUG, Billing, Customer care and the depth of distribution network, which helps

in finding out the market potentials.

Data collection :-

The research is carried out with the help of two types of data:-

Primary data

Secondary data

Primary data:-

The method of data collection is done by the way of customer survey. This is a process

where by first hand information is collected. This method is needed for meeting the

specific objective of research study. I have collected primary data in the form of filled

multiple-choice questionnaire by customer. The respondents were from the area

identified by the researcher.

The collection of data has been done into two phase. In the first phase the information is

collected about customer perception regarding present market players.

Secondary data: -

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The secondary data was collected in the form of company profile and product profile

from the Website of Bharti Airtel. Some other Websites were also referred. Since telecom

sector is in boom of merger and acquisition like Hutch and Vodafone telecom

companies issues were the cover stories of various magazines, which provide sufficient

secondary data for the reference. For collecting the required library also has been

accessed. The data has helped in ascertaining the strategies and approaches of major

players in market. Thus the study involved collection, analysis and interpretation of a lot

of data relating to this sector.

Sample Description:

After deciding on the research approach and instruments, the Marketing research must

design the sampling plan:

Sampling Unit :

The target population to be surveyed is corporate customer. It is so because to get

information about the preferred service and product by them, reasons of preference. All

this information could have been collected only through customer survey.

Sample Selection procedure: Since it is the survey of customer to obtain a

representative sample a convenient sample of the population should be drawn. So the

sampling technique chosen for the research is convenient sample technique.

Sampling Size :-

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The sampling size is 10 out of 100 companies and it includes 200 employees from the

following companies:-

Asian Paints Ltd.

Chamadia Dist. Pvt. Ltd.

Bharti AXA life insurance

Convergys

Share khan

Prasanna Travel Co.

Metro link

First Flight Courier Services

Blue dart

Bharti AXA life Insurance

Thus these were the companies from where the respondents were contacted by personalcontact and using the telephone & e-mail id.

Sampling method:-

Here the researcher adopted the survey method for this analytical study. A schedule was

used to collect information though personal interview and questionnaire from new &

existing customers of Airtel. Administering the structured questionnaire on the sample

collection primary data and also include observation of the research.

Questionnaire methods:- A questionnaire is a structured sequence of

questions designs to draw out facts and opinions and which provides a vehicle for

recording the data. A questionnaire is a popular mean used for getting the

respondent in postal survey, telephone interview, or personal interview.

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Personal Interview:- In this method of data collection the respondents are

personally interviewed. These interviews can be:-

I. Structured:- Where a questionnaire is used.

II. Semi-structured:- Where a questionnaire and discussion are used.

III. In-structured :-When discussion method is used.

Observation:- The researcher simply observes the subject and records relevant

aspects of his behavior. In this method, instead of questioning the respondent, the

researcher observes the subject and records relevant behavior of customers.

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DATA ANALYSIS AND INTERPRETATIONS

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Project is based on Study the Business Buying Behavior of the Organization with

Response to Airtel Post-paid Services. The availability and accuracy of analysis duringanalysis is crucial. For this reason the analysis and interpretation of data is done through

by various techniques and it is define visual from with the help of various types of chart

like bar chart, pie chart and with the help of tabulation etc. With the help of charts and

graphs the analysis is show the market Behavior of Airtel in Pune. The details of analysis

and interpretation of data as follows:-

Table 1

Mobile / Telephone user & Non-users:-

Data Collection

S. No. No. of Mobile

/Landline

No. of respondent Percentage

1. Non-user 20 10%2. User 180 90%

Total 200 100%

Data Presentation :-

48

Users

Non-user User


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Interpretation: - The survey is conducted in Pune, in this survey the research found the 90 %of the respondent are either mobile or telephone user while 10% of the respondent are non-users.

Table-2

Using mobile/landline from:-

S. No. Using from No. of

respondent

Percentage

a) 0-1 yrs 27 15% b) 0-2 yrs 45 25%

c) 0-3 yrs 54 30%

d) 0-4 yrs 18 10%

e) More than 4 yrs 36 20%

Total 180

Data presentation:-

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15%

25%

30%

10%

20%

0%

5%

10%

15%

20%

25%

30%

0-1 yrs 0-2 yrs 0-3 yrs 0-4 yrs. Morethan 4 yrs

Interpretation:- The number of the respondents is using mobile landline from 0-1 years are

15%, from 2 yrs are 25%, from 3 yrs are 30%, from 4 yrs are 10% and More than 4 yrs are 20%.

Table-3

Users of different service provider:-

S. No. Service provider No. of customer PercentageA. Airtel 40 22.22%B. BSNL 21 11.67%C. Idea 44 24.44%D. RIM 29 16.11%E. TATA 20 11.11%F. Vodafone 26 14.45%

Total 180 100%

Data presentation:-According to percentage of customers:-

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0

5

10

15

20

25

30

Interpretation:- The graph shows that the Airtel is on second position in the Maharashtra and

goa circle.

Table-4

MORE USED TARIFF PLAN

REASONS Respondent Total Respondent

Combat- 199 20 40

Combat- 225 11 40

Plan-249 6 40

Other 3 40

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The Tariff Plan Used

0

10

20

30

40

50

60

Combat-199 Combat-225 Plan-249 Other

The mobile users have some tariff plans offered by the service providers. It consists the

tariff plan of combat-199, 225 or 249 the remaining are put in the other category. These

are three major tariff plans preferred by customer. Out of 40 Users 20 are using 199`s

tariff plan, 11 users are using 225 plan and 6 users are using plan-249 and rest are using

other plans.

Table-5

How did you come to know about this service?

Sources of Information:

Advertising Media 22%

Internet 10%

Dealers 20%

Sales Executives 30%

Friends & others 18%

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22%

10%

20%

30%

18%

AdvertisingMediaInternet

Dealers

Sales Executiv

Friends & Oth

Interpretation: - The most prominent medium for creating awareness is word of mouth and

dealers.

Table-6

Why do you avail this service?

Plans Respondent Total Respondent

Coverage 42 30%

Tariff plan 14 10%

Services 14 10%

Customer Care 14 10%

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Dont want to change no. 56 40%

Total-140 100%

30%

10%

10%10%

40%

Coverage

Tariff plan

Services

Customer care

Dont want tochange no.

Interpretation : Out of 140 corporate respondents 56 i.e. 40% of total respondents dont want to

change number.

Table-7

Buyers preference for different Plans:

Plans Respondent Total Respondent

CUG Plans (closed user group) 153 85%

Normal post-paid plans 18 10%

Prepaid plans 9 05%

Other 0 0%

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Total-180 100%

85%

10%5% 0%

CUG Plans

Normal Post-pai plans

Prepaid plans

Other

Interpretation : Out of 180 corporate respondents 153 i.e. 85% of total respondents prefers CUG

Plans for Business uses.

Table-8

Buyers Priorities Chart

Respondent Total Respondent

Coverage 90 50%

Attractive Tariff plans 35 19.44%

Brand loyalty 9 5%

Services 36 20%

Promotional Schemes 10 5.56%

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Total-180 100%

Coverage50%

Tariff plans19%

Brand loyalty5%

Services20%

Promotional Schemes6%

Coverage

Tariff plan

Brand loya

Services

PromotionSchemes

Interpretation: - According to Buyers preferences Coverage is the most important factor

which they consider at the time of buying any telecom services.

Table-9

Consumer perception about Airtel services:

56

Airtel services

60%

30%10%

Good

Average

Poor


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This graph shows the popularity of Airtel services. Out of 180 customers 60%

says services are good, and 30% average remaining 10% says that services are poor.

Table-10

COMPARISON CHART (AIRTEL VS. IDEA!) TO SHOW

SATISFACTION LEVEL

RESPONSE OF AIRTEL USERS

REASONS Airtel Idea!

Respondents Total % Respondents Total %

COVERAGE 36 40 90 36 44 81.81

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CUG 18 40 45 21 44 47.73

TARIFF PLAN 31 40 77.5 35 44 79.54

FEATURES 22 40 55 30 44 68.18

The above graph represents the comparison between two brands on the basis of services.

I find out in research that there are no higher differences. Both companies are providing better

services and working well. Most of the customers are satisfy with services.

Table-11

REASONS OF SWITCHING FROM AIRTEL TO Idea!

REASONS Respondent Total Respondent

COVERAGE 1 3

NOT SATISFY WITHSERVICES

1 3

58

01020304050

60708090

100

Coverage CUG Tariff Plan Features

AirtelIdea!


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BILLING PROBLEMS 2 3

OTHER 0 3

Above graph represents the reasons of switching to another network services. The surveywas conducted on 180 customers among these customers 3 customers were switched to the idea!,the main reason behind switching was billing problem.

Table-12

For non-mobile users

Reasons of not using Mobile phone:-

59

0

1

2

3

4

5

No. of Customers

Coverage Not satisfy withservices

Billing Problem Other

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Reasons Respondents Total %

Not Required 10 20 50

Costly Investment 5 20 25

Harmful effect 4 20 20

Other 1 20 5

50%

25%

20%

5%

Not Required

Costly Investm

Harmful effect

Others

Interpretation:- Graph data shows that the most of the non mobile users dont have

requirement of mobile.

Table-13

Analysis of future demand among non-mobile users:-

Future demand among non users

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Network Providers Respondents Total %

Airtel 6 20 30

BSNL 3 20 15

Idea! 4 20 20

Reliance Mobile 2 20 10

Tata Indicom 2 20 10

Vodafone 3 20` 15

27%

23%

18%

9%

9%

14%

Airtel

BSNL

Idea

RIM

TATA

Vodafo

Interpretation:- 27% mobile users may join the Airtel services in the future.

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FINDINGS

Finding:-Airtel is first ranking amongst the GSM operators across the country, and 2 nd

position in Maharashtra and Goa.

Majority of corporate employees use cellular services (i.e. 90%)

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In Maharashtra and Goa, Idea is the leader in corporate market for GSM services

with 23.89% and market share followed by Airtel with 19.89% market share.

The most influencing factors for selecting Airtel services is in the following

order:-

1. Coverage

2. Reputation

3. Economy

4. Group calling services

5. Value added service

6. After sale service

It has been observed that around 85% customers of Airtel are using Airtel services

for more than one year.

The most effective medium of creating awareness of Airtel services is Dealers and

Direct sales agent.

Reasons for being loyal to the Airtel services are primarily:-

They dont want to change the number (40%)

Coverage (30%)

Main Reasons for switching from Airtel cellular services are because of following

problems:-

Network congestion & Call dropping

Billing Problems

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Bharti Airtel is the brand leader is the fastest growing service industries followed

by Bharat Sanchar Nigam Ltd., Reliance communication Ltd. and Tata Tele-

services.

In overall services, Airtel gives maximum satisfaction to customers in comparison

to other service providers.

The competitive advantage of Airtel is its robust network coverage.

Prepaid is most preferred connection among respondents one can spend on

prepaid connection according to their need. Post-paid is less preferred connection.

Respondent are very much excited about the launch of Airtel new product i.e.

Fixed wireless phone (FWP) Airtel Mega & Percentage of them are ready to have

free demonstration of FWP and in fact they are planning to purchase Airtel Mega

the New Wireless home phone services.

During the training period, I have sold 8 connections in Chamadia distribution

Limited, Kharadi

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Suggestion As there is a very little chance of differentiation among the services offered by thecompetitors all of them are busy in finding way to attract customers by providing the

different schemes, offering and value added services. The value added services is one of

the means to achieve the differentiation among the service providers. The user is looking

for better quality of services at the reasonable price.

There is no requirement of suggestion because of company is working well, growth &

market share of Airtel is good, but there are some small problems to the customers,

company has to do work on that.

These are following suggestion for the company which will improve the performance of

the organization:-

1. Airtel must have good customer care department to serve the customer properly.

2. The competitive strength of Airtel is its excellent network coverage and because

the new product FWP is based on GSM technology, it should advertised properlyto get the customer aware of the advantages of Airtel Mega.

3. The Company should also concentrate on there billing problems.

4. The company should remove the technical faults by which call drop problems are

happening.

5. There should not be any hidden cost all costs should be transparent so that the

customer must be aware that where their money is spent.

6. The company should plan out the package for its loyal customers like free talk

time or free SMS service after a particular period of using Airtel service. This will

help in customer retention.

7. By training retailers with an aim to use them as an important feed back channels.

In this way, Airtel will come to know the need and want of customers and also

help in knowing about its competitors move regarding cellular business.

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8. Run award programs far retailers in order to motivate them, who pushes

maximum Airtel product to customers researcher has following suggestion for the

company which they believe will definitely improve the performance of the

organization.

LIMITATION

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Limitation of the study

Research is based on sample basis not whole.

Research is based on only eight week of time which is very less.

The study is carried out only in Pune region.

The study is done only for GSM services.

Non co-operation behaviour from few of the customer.

Many customer think it is useless and wastage of time.

Some important information was not provided by the company. Due to which it

was very difficult to answer the queries of respondents.

Lack of awareness about post-paid plans among few of customer.

The study is carried on with a sample size of 200 and the results are based on

these sample .

Some customers refused to meet because of the misinterpretation about theconcept

and use of market survey.

As the data was collected in the month of June and July the result could not be

consistent for the whole year.

Some important information was not provided by the company. Due to which it

was very difficult to answer the queries of respondents.

The topic of the project demands more field work and travelling. In absence of material support, the mobility which is required for this sort of survey was

affected to some extent. The study was also restricted to financial constraints.

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APPENDIX

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QUESTIONNAIR FOR CUSTOMERS

1. Personal Details:

Name:__________________________________________________________________

Address of company:_____________________________________________________

_______________________Area: ___________________Contact no. ______________

E-Mail_________________________________

Landmark: (1)__________________(2)_____________________(3)_______________

Designation:__________________________

2. Are you using mobile phone?

Yes No

If Yes Then

1. Which cellular services you are using?

Airtel Idea! Reliance

Tata Indicom Vodafone BSNL

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2. Which tariff plan you are using?

combat-I 225 combat-II 199Plan-249

Other (pl. specify) _________ 3. How long are you using this service?

1 year 2years 3years 4years More than 4 years

4. How did you come to know about this service?

Advertising Media Sales Executives Internet

Dealers Friends and Others

5. Satisfied with current service provider?

Yes No

6. Whether interested to go for another service provider?

Yes No

If Yes then

(a) What is reason behind switching?

Coverage Not satisfy with services Billing Problem Other (Pl.

specify..................................

If No then

(a) Why do you avail this service?

Coverage Tariff plan Services

Customer care dont want to change no.

Other (Pl. specify.............................

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Customer Preferences:

1. If you are a buyer then which plans would you like?

(a) Closed User Group plans

(b) Normal post-paid plans

(c) Prepaid plans

(d) Other

2. What is your priority if you are buyer?

Coverage Attractive Tariff plans Brand loyalty

Services Promotional Scheme

If Other (Pl. specify.

3. What is your perception about Airtel services?

Good Average Poor

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If No Then

1. Service provider known to you in Maharashtra and Goa Circle?

Airtel Idea! Vodafone

Reliance Tata indicom BSNL

2. Why you are not using mobile phone?

Not required Costly Investment

Harmful Effect Other

3. In future if you are planning to use mobile services, which service provider

will you choose?

Airtel Idea! Vodafone

Reliance Tata indicom BSNL

Date: Signature

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Bibliography

www.bhartiairtel.in

www.google.co.in

Bharti Airtel Employee hand book

Philip kotler marketing management, 11 th Edition , Pearson education

publication

Sinhgad study material

Research Methodology, S.P. Kasande, Nirali Prakashan

Kuldeep Singh Airtel

Documents