mangesh final project report

CHAPTER 1

INTRODUCTION OF THE STUDY

1.1 Introduction:

This report on Bharti Airtel through Image Cellular (Franchise of Airtel) is done to

find out certain objective regarding the strategic approach adopted by Airtel to stand

strongly in the competitive telecom market. Airtel marketing strategies about in case

of customer satisfaction analyses using various models like SWOT analysis this report

on Airtel not just give description about the company but it also talks about the

various marketing strategy adopted by the company. Marketing process analysis of

Airtel helps to find out the weak points of the company and, find out the way to

overcome this problem. The researcher is doing S.I.P. (Summer Internship Program)

in Image Cellular (Franchise of Airtel). The project aims to find out the efficiency of

this franchise on parameters like customer satisfaction, sales generated advertisement,

promotional activity, customer guideline services and employee retention etc.sales

representatives or foot on sales executives plays a very important role in increasing the

subscriber base. Now days it & communication is become leading business. To grow

this business most of the leading company making their efforts in order to attract more

sophisticated, valuable customers. Airtel is one of the leading companies in these

competitions. This project was conducted at Image Cellular at Wardha.The project

title is “A Study of Customer Satisfaction towards the Services provided by Image

Cellular”, Wardha. The duration of the project was two months from 1th June 2010 to

31 July 2010.

Researcher project work was to find out what individual customer thinks about the

Airtel. The basic objectives of the project were to find out Airtel penetration as well as

analyze & evaluate customer satisfaction level in individual sector from Wardha city.

The project was especially for;

(1)Airtel pre-paid Services.

(2)Airtel post-paid Services.

(3)Digital TV of Airtel.

(4) Net-connector of Airtel

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The commercial year of Airtel product (service) launching in Wardha was Jan 2006 &

the Place was Image Cellular, Thakre Market Mahatma Gandhi Road, Wardha.

Researcher surveyed 100 individual customers. Report in detail prepared which is

available along with this. The scope of the project was restricted to Wardha city only.

1.2 Management Problem:

The management has given the entitled topic for study to know about the satisfaction

level of Airtel with reference to price, quality, availability and services offered by

Image Cellular, Wardha.

1.3 Research Problem:

Researcher conducted the study under the title as, “A study of Customer Satisfaction

towards the Services provided by Image Cellular”, Wardha.

1.4 Objectives of the Study:

1) To study the concept customer satisfaction.

2) To study the services offered by Image Cellular.

3) To find out customer satisfaction towards availability of product.

4) To find out customer satisfaction towards customer relationship centre/sales

executive/complaint resolved centre/market position.

5) Give suggestion to Image Cellular, to improve customer satisfaction, if

necessary.

1.5 Scope of the Study:

As per the objective researcher try to analyst to find out the customer view

towards Image Cellular that why for the research select the area covered by Image

Cellular in Wardha region. In this areavery large no. of customers of Airtel spread

over various areas. Researcher studied market in Wardha city. The customers from

various offices, industries were interviewed. Researcher surveyed 100 customers

& population size is 150 customers. Project include following services provided

from Airtel.

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1. Pre-paid services of Airtel.

2. Post-paid services Airtel.

3. Digital TV of Airtel.

4. Net-connector of Airtel.

As per the researcher task to find out the customer satisfaction at varies level of

the customer of Image Cellular. This franchise is situated at Wardha is a district

place that there for the area is so vast. For the research researcher was selected a

Wardha district region.

1.6 Importance of the Study:

In this study researcher had focused on satisfaction of individual customers of

Image Cellular, for which services/product is effective & expectation of customer

with respect to Image Cellular services.

Customer satisfaction is important consideration in improving quality of product

and services. Consumers were interviewed to ascertain to the demands of

consumers. The study is also helpful to know strategy should be employed by

Image Cellular to fulfill individual customer expectations. From this study it is

helpful to know present position of Image Cellular in the market.

1.7 Research Methodology:

Research methodology is a way to systematically sole the research problem. It

may be understood as a science of studying how researches scientifically. In it we

study the various steps that are generally adopted by a Researcher in studying his

research problem along with the logic behind them. It is necessary for the

Researcher to know not only the research methods/techniques but also the

methodology. Researchers not only need to know how to develop certain indices

or tests, how to calculate the mean, the mode, the median or the standard deviation

or chi square, how to apply particular research techniques, are relevant and which

are not, and what would they mean and indicate and why. Researchers also need to

understand the assumptions underlying various techniques and they need to know

the criteria by which they can decide that certain techniques and procedures will

be applicable to certain problem and other will not. All this means that it is

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necessary for the Researcher to design his methodology for his problem as the

same may differ from problem to problem.

In research the Researcher has to expose the research decisions to evaluation

before they are implemented. He has to specify very clearly and precisely what

decisions he selects and why he selects them so that other can evaluate them also.

From what has been stated above, we can say that research methodology has many

dimension and research methods do constitute a part of research methodology.

The scope of research methodology is wider than that of research methods. Thus,

when we talk of research methodology we not only talk of the research methods

but also consider the logic behind the methods we use in the context of our

research study and explain why we are using a particular method techniques and

why we not using others so that research result are capable of being evaluated by

the Researcher.

1.7.1 Data Required:

To conduct, researcher required data from two sources namely,

a) Primary Data Sources;

Following are the several methods of collection of primary data.

1) Observation method.

2) Experience.

3) Interviews.

4) Critical incidents.

5) Questionnaires.

6) Through schedules.

Researcher has collected primary data through Questionnaire. A well-structured

Questionnaire was used for the survey. According to the need the pattern of

Questionnaire was changed to make it more compatible with the objective of the

study. The Questionnaire was formed in such a way that it will be applicable for

the respondents. This survey also helped in understanding the expectations of the

customersfrom the company.

From primary sources the data required is about,

1. Planning & design of study.

2. Survey & data collection.

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3. Analysis of data & interpretation of results

b) Secondary Source;

Secondary data is the data which is already collected. The Researcher only uses that

type of data for their research purpose. There are some secondary data sources these

are as follows.

1) Internet.

2) Company document.

3) Newspaper.

4) Magazines.

5) Others.

1.7.2 Data Sources:

The researcher can gather secondary data, primary data, or both. Secondary

data are data were collected for another purpose & already exists

somewhere. Primary data are data gathered for specific purpose for a

specific research project. Researcher collected data from primary sources

and secondary sources.

1.7.3 Instrument Used For Data Collection:

For conducting the study researcher developed a customer’s Questionnaire,

observation & filled it while interviewing the customers.

a) Observation Method:

Under the observation method the information is sought by way of investigators own

direct observation without asking from the respondent. The main advantage of this

method is that subjective bias is eliminated, if observation is done accurately.

b) Questionnaire Method:

This Method of data collection is quite popular, particularly in case of big enquiries in

this method a questionnaire is provided to a person concerned with the request to

answer the question and return the questionnaire. A questionnaire consists of number

of printed or typed in definite form or set of forms.

Between these two methods best suited for research was questionnaire method. Since

in observation method only the effect can be observed while the case remains

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unknown. More ever observation method requires special observational skill on the

part of the Researcher. Whereas through questionnaire asking to the people who are

thought to have the desired information collects data. Questionnaire is set of question

with some space for answer. The questionnaire for the report consists of open ended,

closed ended and ranking type of questions.

1.7.4 Sampling Design:

The researcher was designed taking into account three levels. At first level the focus

was to design a structured interview schedule for customers & get secondary data

from internet to decide market position of the Airtel product.

a) Sample unit: Researcher has selected for the survey 100 customers &

Population is 150 customers of the Image Cellular existing customers.

b) Sampling techniques: Researcher has used convenient sampling techniques.

1.8 Limitation of the Study:

The study is related to research objective and regarding as per the objective

Researcher want to find out the few result but in this case some limitation are there are

as follows.

1. At some time it’s not possible to face to face interview, but the solution for this

problem is the Researcheruses the indirect interview technique i.e. telephonic

interview, postal/mail interview.

2. It was tried to meet maximum possible customers to increase the accuracy.

However due to time and economical constraint more than 100 customers could not be

interviewed.

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CHAPTER 2

PROFILE OF THE ORGANISATION

2.1 Introduction to the Organization:

Image Cellular. Is mainly works for the Airtel communications, Image Cellularis

mainly the franchise of the Airtel. Image Cellular. Is a small part of the Airtel, it was

existed in Jan 2006 & the owner of the Franchise is Mr. Mohammad Saifee. The

owner is businessmen before this telecom business they have been doing work in

electronic sector but that time Airtel newly enter in Wardha & and give the

advertisement for the their franchise someone are interested to achieve this

opportunity but Mohammad Saifee proposed there application and as per the

Airtel/company acceptation the place is suitable. That why in this way they become an

owner of the franchise. The franchise doing work on following types of services

provide.

1) Aitel post-paid service.

2) Airtel Pre-paid service.

3) Airtel Digital TV service.

4) Airtel Net-Protector.

Because of all these types of work, Researcher could learn lots of things in the

franchise. Normally company’s annual turnover is 70 to 90 lakhs.

2.2 Brief History of Organization:

Bharti Airtel Limited formerly known as Bharti Tele-Ventures LTD (BTVL) is an

Indian company offering telecommunication services in 19 countries. It is the largest

cellular service provider in India, with more than 141 million subscriptions as of

August 2010. Bharti Airtel is the world's third largest, single-country mobile operator

and fifth largest telecom operator in the world with a subscriber base of over 180

million. It also offers fixed line services and broadband services. It offers its telecom

services under the Airtel brand and is headed by Sunil Bharti Mittal. Bharti Airtel is

the first Indian telecom service provider to achieve this Cisco Gold Certification. To

earn Gold Certification, Bharti Airtel had to meet rigorous standards for networking

competency, service, support and customer satisfaction set forth by Cisco. The

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company also provides land-line telephone services and broadband Internet access

(DSL) in over 96 cities in India. It also acts as a carrier for national and international

long distance communication services. The company has a submarine cable landing

station at Chennai, which connects the submarine cable connecting

Chennai and Singapore.

It is known for being the first mobile phone company in the world to outsource

everything except marketing and sales and finance. Its network (base stations,

microwave links, etc.) is maintained by Ericsson and Nokia Siemens Network,

business support by IBM and transmission towers by another company. Ericsson

agreed for the first time, to be paid by the minute for installation and maintenance of

their equipment rather than being paid up front. During the last financial year

(2009-10) Bharti has roped in a strategic partner Alcatel-Lucent to manage the

network infrastructure for the Telemedia Business.

The company is structured into four strategic business units Mobile, Telemedia,

Enterprise and Digital TV. The mobile business offers services in 18 countries across

the Indian Subcontinent and Africa. The Telemedia business provides broadband,

IPTV and telephone services in 89 Indian cities. The Digital TV business provides

Direct-to-Home TV services across India. The Enterprise business provides end-to-

end telecom solutions to corporate customers and national and international long

distance services to telcos.

Globally, Bharti Airtel is the 3rd largest in-country mobile operator by subscriber

base, behind China Mobile and China Unicom. In India, the company has a 30.7%

share of the wireless services market. In January 2010, company announced that

Manoj Kohli, Joint Managing Director and current Chief Executive Officer of Indian

and South Asian operations, will become the Chief Executive Officer of the

International Business Group from 1 April 2010. He will be overseeing Bharti's

overseas business. Current Dy. CEO, Sanjay Kapoor, will replace Manoj Kohli and

will be the CEO, effective from 1 April 2010.

As the Bharti Airtel decided that they form the as possible as channel across the india

that way they give to the authority to the private owner. The Mr. Mohammad Saifee to

getting a franchise of Airtel because of after that no one authorise franchise in Wardha

city so they are the first person in Wardha they get franchise.

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Now a day the reliance idea and most of the market covered by BSNL so Mr. Saifee

accepts the challenge. And they always doing hard work & try to reach their

organization at top level in Wardha city. The Image Cellular firm is very small there

are only 11 member they were doing sincerely work.

2.3 Activities of Organization:

Researcher project work was to find out what corporate & individual customer think

about the Airtel as a brand. The basic objectives of the project were to find out Airtel

penetration as well as analyze & evaluate customer satisfaction level in corporate as

well as individual sector from Wardha city. As researcher objective related work was

going to conduct. The organizations conducted following activity in day to day routine

that are as follows.

To sales the all the available product/services of Airtel i.e. Airtel pre-paid,

post-paid. Airtel digital TV & Airtel net-connector.

Post-paid bill distributed/receivable service.

Handle the customer complaint.

Manage the sale promotion activity.

To convince the customer for their product/services.

To put on all record of customer as well as employee.

In this way the organization handle each and every activity which beneficial to

the organization.

2.3.1 Process of the Work:

All research begins with a question. Intellectual curiosity is often the foundation for

scholarly inquiry. Some questions are not testable. While the question might elicit

profound and thoughtful revelations, it clearly cannot be tested with an empirical

experiment. Prior to Descartes, this is precisely the kind of question that would engage

the minds of learned men. Their answers came from within. The modern scientific

method precludes asking questions that cannot be empirically tested. If the angels

cannot be observed or detected, the question is considered inappropriate for scholarly

research.

A paradigm is maintained as much by the process of formulating questions as it is by

the answers to those questions. By excluding certain types of questions, we limit the

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scope of our thinking. This seemingly trivial question is at the heart of the

observer/observed dichotomy. It is the beginning of a new paradigm.

Defining the goals and objectives of a research project is one of the most important

steps in the research process. Clearly stated goals keep a research project focused. The

process of goal definition usually begins by writing down the broad and general goals

of the study. As the process continues, the goals become more clearly defined and the

research issues are narrowed.

First step in this department is target the customer, like.

1) Sales counter: in the franchise there is one small department they handle the all

activity i.e. related to sales of the franchise under product/services. For their sales

counter organization targeted all type of people they approach toward franchise.

Consumer: household, students, professionals (doctors, C.A. etc.) individual

shopkeeper etc.

Small & medium business: small business firms, individual proprietor, financial

brocks advertising agency etc. And after that the sales executive should fill the CAF

(Customer Application Form) from them. In second step for work order is granted the

CAF should be submitted in the main office. The main office ofAirtel in Nagpur are as

follows, Airtel main dealer, Near Nalawade Garden Dharmpeth, Nagpur. After the

work order granted, salesman and marketing team goes for the selling of Airtel

Product. Franchisesold number of connections till now. Another important job of these

organization is to full the all the condition and term of Airtel, and to provide the

informative data or necessary data to the Airtel main branch situated at Nagpur.

1.4 Department:

In Image Cellular there are total two no. of department that is as follows.

Marketing Department: These are handle the varies activity specially as;

1. Promotional activity department.

2. Advertisement department.

3. Sales Activity department.

4. To create a brand loyalty department.

Account Department: Account department concern to all financial activity that

which happened in the organization.

1. Calculate to all Expenses in a certain period.

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2. Maintain the record of the employee.

3. To take decision about salary/wages about the employee.

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2.6 ORGANISATION CHART

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Senior Engineer

Field Supervisor

Junior Engineer

Non-TechnicalTechnical

Trainee

Senior Officer

Officer

Junior Officer

Management Trainee

Graduate Trainee

Manager

General Manager

CHAPTER 3

THE CONCEPTUAL FRAMEWORK

3.1 Introduction:

Researcher mainly work is to find out the consumer view/satisfaction towards the

franchise/Airtel. That’s way Researcher study to some aspect as per related their

objective.

Marketing:

Definition: Marketing is an organizational function and a set of processes for creating,

communicating, and delivering value to customers and for managing customer

relationships in ways that benefit the organization and its stake holders. Marketing is

asocial process by which individuals and groups obtain what they need and want

through creating, offering, and freely exchanging product and services of value with

others. Marketing is the process of performing  market research,

selling products/services to customers and promoting them via advertising to further

enhance sales. It generates the strategy that underlies sales techniques, business

communication, and business developments. It is an integrated process through which

companies build strong customer relationships and creates value for their customers

and for themselves. Marketing is used to identify the customer, to satisfy

the customer, and to keep the customer. With the customer as the focus of its

activities, it can be concluded that marketing management is one of the major

components of business management. Marketing evolved to meet the stasis in

developing new markets caused by mature markets and over capacities in the last 2-3

centuries. The adoption of marketing strategies requires businesses to shift their focus

from production to the perceived needs and wants of their customers as the means of

staying profitable. The term marketing concept holds that achieving organizational

goals depends on knowing the needs and wants of target markets and delivering the

desired satisfactions. It proposes that in order to satisfy its organizational objectives,

an organization should anticipate the needs and wants of consumers and satisfy these

more effectively than competitors.

Marketing is defined by the American Marketing Association (AMA) as the activity,

set of institutions, and processes for creating, communicating, delivering, and

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exchanging offerings that have value for customers, clients, partners, and society at

large. The term developed from the original meaning which referred literally to going

to a market to buy or sell goods or services. Seen from a systems point of view,  sales

process engineering views marketing as a set of processes that are interconnected and

interdependent with other functions, whose methods can be improved using a variety

of relatively new approaches. The Chartered Institute of Marketing defines marketing

as the management process responsible for identifying, anticipating and satisfying

customer requirements profitably. A different concept is the value-based

marketing which states the role of marketing to contribute to increasing shareholder

value. In this context, marketing is defined as "the management process that seeks to

maximise returns to shareholders by developing relationships with valued customers

and creating a competitive advantage”. Marketing practice tended to be seen as a

creative industry in the past, which included advertising, distribution and selling.

However, because the academic study of marketing makes extensive use of social

sciences, psychology, sociology, mathematics, economics, anthropology and neurosci

ence, the profession is now widely recognized as a science, allowing numerous

universities to offer Master-of-Science (MSc) programmes. The overall process starts

with marketing research and goes through market segmentation, business planning and

execution, ending with pre and post-sales promotional activities. It is also related to

many of the creative arts. The marketing literature is also adept at re-inventing itself

and its vocabulary according to the times and the culture.

Marketing Management:

Marketing management is the art and science of choosing target markets and getting,

keeping and growing customers through creating, delivering and communicating

superior customer value.

Marketing Management is a business discipline which is focused on the practical

application of marketing techniques and the management of a firm's marketing

resources and activities. Rapidly emerging forces of globalization have compelled

firms to market beyond the borders of their home country making International

marketing highly significant and an integral part of a firm's marketing

strategy. Marketing managers are often responsible for influencing the level, timing,

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and composition of customer demand accepted definition of the term. In part, this is

because the role of a marketing manager can vary significantly based on a business'

size, corporate culture, and industry context. For example, in a large consumer

products company, the marketing manager may act as the overall general manager of

his or her assigned product To create an effective, cost-efficient Marketing

management strategy, firms must possess a detailed, objective understanding of their

own business and the market in which they operate. In analysing these issues, the

discipline of marketing management often overlaps with the related discipline

of strategic planning.

Marketing Research:

Is the systematic gathering, recording, and analysis of data about issues relating

to marketing products and services. The goal of marketing research is to identify and

assess how changing elements of the marketing mix impacts customer behaviour. The

term is commonly interchanged with market research; however, expert practitioners

may wish to draw a distinction, in that market research is concerned specifically

with markets, while marketing research is concerned specifically about marketing

processes.

Marketing research is often partitioned into two sets of categorical pairs, either by

target market:

1. Consumer marketing research, and

2. Business-to-business (B2B) marketing research

Or, alternatively, by methodological approach:

3. Qualitative marketing research, and

4. Quantitative marketing research.

Consumer marketing research is a form of applied sociology that concentrates on

understanding the preferences, attitudes, and behaviours ofconsumers in a market-

based economy, and it aims to understand the effects and comparative success of

marketing campaigns. Marketing research may also be described as the systematic and

objective identification, collection, analysis, and dissemination of information for the

purpose of assisting management in decision making related to the identification and

solution of problems and opportunities in marketing.

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Role of Researcher in the Research Process:

The task of marketing research is to provide management with relevant, accurate,

reliable, valid, and current information. Competitive marketing environment and the

ever-increasing costs attributed to poor decision making require that marketing

research provide sound information. Sound decisions are not based on gut feeling,

intuition, or even pure judgment.

Marketing managers make numerous strategic and tactical decisions in the process of

identifying and satisfying customer needs. They make decisions about potential

opportunities, target market selection, market segmentation, planning and

implementing marketing programs, marketing performance, and control. These

decisions are complicated by interactions between the controllable marketing variables

of product, pricing, promotion, and distribution. Further complications are added by

uncontrollable environmental factors such as general economic conditions,

technology, public policies and laws, political environment, competition, and social

and cultural changes. Another factor in this mix is the complexity of consumers.

Marketing research helps the marketing manager link the marketing variables with the

environment and the consumers. It helps remove some of the uncertainty by providing

relevant information about the marketing variables, environment, and consumers. In

the absence of relevant information, consumers' response to marketing programs

cannot be predicted reliably or accurately. On-going marketing research programs

provide information on controllable and non-controllable factors and consumers; this

information enhances the effectiveness of decisions made by marketing managers.

Traditionally, marketing researchers were responsible for providing the

relevant information and marketing decisions were made by the managers. However,

the roles are changing and marketing researchers are becoming more involved in

decision making, whereas marketing managers are becoming more involved with

research. The role of marketing research in managerial decision making is explained

further using the framework of the "DECIDE" model:

D: Define the marketing problem.

E: Enumerate the controllable and uncontrollable decision factors.

C: Collect relevant information.

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I: Identify the best alternative.

D: Develop and implement a marketing plan.

E: Evaluate the decision and the decision process.

The DECIDE model conceptualizes managerial decision making as a series of six

steps. The decision process begins by precisely defining the problem or opportunity,

along with the objectives and constraints. Next, the possible decision factors that make

up the alternative courses of action (controllable factors) and uncertainties

(uncontrollable factors) are enumerated. Then, relevant information on the alternatives

and possible outcomes is collected. The next step is to select the best alternative based

on chosen criteria or measures of success. Then a detailed plan to implement the

alternative selected is developed and put into effect. Last, the outcome of the decision

and the decision process itself are evaluated.

Process of Marketing Research:

Step 1: Problem Definition:

The first step in any marketing research project is to define the problem. In defining

the problem, the researcher should take into account the purpose of the study, the

relevant background information, what information is needed, and how it will be used

in decision making. Problem definition involves discussion with the decision makers,

interviews with industry experts, analysis of secondary data, and, perhaps, some

qualitative research, such as focus groups. Once the problem has been precisely

defined, the research can be designed and conducted properly.

Step 2: Development of an Approach to the Problem:

Development of an approach to the problem includes formulating an objective or

theoretical framework, analytical models, research questions, hypotheses, and

identifying characteristics or factors that can influence the research design. This

process is guided by discussions with management and industry experts, case studies

and simulations, analysis of secondary data, qualitative research and pragmatic

considerations. 

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Step 3: Research Design Formulation:

A research design is a framework or blueprint for conducting the marketing research

project. It details the procedures necessary for obtaining the required information, and

its purpose is to design a study that will test the hypotheses of interest, determine

possible answers to the research questions, and provide the information needed for

decision making. Conducting exploratory research, precisely defining the variables,

and designing appropriate scales to measure them are also a part of the research

design. The issue of how the data should be obtained from the respondents (for

example, by conducting a survey or an experiment) must be addressed. It is also

necessary to design a questionnaire and a sampling plan to select respondents for the

study.

More formally, formulating the research design involves the following steps

1. Secondary data analysis

2. Qualitative research

3. Methods of collecting quantitative data (survey, observation, and

experimentation)

4. Definition of the information needed

5. Measurement and scaling procedures

6. Questionnaire design

7. Sampling process and sample size

8. Plan of data analysis

Step 4: Field Work or Data Collection:

Data collection involves a field force or staff that operates either in the field, as in the

case of personal interviewing (in-home, mall intercept, or computer-assisted personal

interviewing), from an office by telephone (telephone or computer-assisted telephone

interviewing), or through mail (traditional mail and mail panel surveys with

prerecruited households). Proper selection, training, supervision, and evaluation of the

field force help minimize data-collection errors.

Step 5: Data Preparation and Analysis:

Data preparation includes the editing, coding, transcription, and verification of data.

Each questionnaire or observation form is inspected, or edited, and, if necessary,

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corrected. Number or letter codes are assigned to represent each response to each

question in the questionnaire. The data from the questionnaires are transcribed or key-

punched on to magnetic tape, or disks or input directly into the computer. Verification

ensures that the data from the original questionnaires have been accurately

transcribed, while data analysis, guided by the plan of data analysis, gives meaning to

the data that have been collected. Univariate techniques are used for analysing data

when there is a single measurement of each element or unit in the sample, or, if there

are several measurements of each element, each RCH variable is analysed in isolation.

On the other hand, multivariate techniques are used for analysing data when there are

two or more measurements on each element and the variables are analysed

simultaneously.

Step 6: Report Preparation and Presentation:

The entire project should be documented in a written report which addresses the

specific research questions identified, describes the approach, the research design, data

collection, and data analysis procedures adopted, and presents the results and the

major findings. The findings should be presented in a comprehensible format so that

they can be readily used in the decision making process. In addition, an oral

presentation should be made to management using tables, figures, and graphs to

enhance clarity and impact. 

For these reasons, interviews with experts are more useful in conducting marketing

research for industrial firms and for products of a technical nature, where it is

relatively easy to identify and approach the experts. This method is also helpful in

situations where little information is available from other sources, as in the case of

radically new products.

3.2 Customer Satisfaction Definition & Meaning:

Definition:

Thus satisfaction level is function of difference between perceived performance &

expectation. A customer could experience one of three board levels of satisfaction.

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1) Customer satisfaction is defined as “Customer satisfaction, a business term, is a

measure of how products and services supplied by a company meet or

surpass customer expectation”.

2) Customer satisfaction is the act of just doing enough to be acceptable to a customer.

It is simply meeting basic expectations.

3) “Satisfaction level is the level of persons felt state resulting from comparing

product perceived performance in relation to the person’s expectation”.

Customer Satisfaction Meaning:

Whether the buyer is satisfied after purchase depends on the product/services

performance in relation the buyer’s expectation. In general, “Satisfaction” is a person

feeling of pleasure or disappointment resulting from comparing a product performance

in relation to his/her expectation. If the performance short of expectation, the customer

is dissatisfied. If the performance matches the expectation, the customer is satisfied. If

exceeds the performance expectation, then customer is delight.

Customer behaviour study is based on consumer the customer satisfaction level

towards the Image Cellular playing the three distinct roles of user, payer and buyer.

Relationship marketing is an influential asset for customer analysis as it has a keen

interest in the re-discovery of the true meaning of marketing through the re-

affirmation of the importance of the customer or buyer. A greater importance is also

placed on consumer retention, customer relationship management, personalisation,

customisation and one-to-one marketing. Social functions can be categorized into

social choice and welfare functions.

Each method for vote counting is assumed as social function but if Arrow’s possibility

theorem is used for a social function, social welfare function is achieved. Some

specifications of the social functions.social function is identification of the interactive

effect of alternatives and creating a logical relation with the ranks. Marketing provides

services in order to satisfy customers.

Customer Satisfaction Management: 

Is a term used to describe the methodologies and systems to manage customer

prospects and inquiries after sales, generally generated by a variety of marketing

techniques. It can be considered the connectivity between advertising and customer

20

satisfaction management. This critical connectivity facilitates the acquisition of

targeted customers in an effective fashion. Customer satisfaction management has

many similarities to lead management. Sometimes missing from lead management

definitions, but always included in customer acquisition management, is a closed-loop

reporting system. Such a reporting system typically allows the organization to

quantify the effectiveness of results of various promotional activities. This allows

organizations to realize continuous improvements in both promotional activities and

customer acquisition systems. Customer satisfaction management also often includes

the original response to a prospect immediately after their inquiry. This response could

come in many forms a personalized fulfilment letter and brochure, an e-mail response

or a telephone call. In each case the initial response is targeted to further the interest of

the prospect and simplify the initial sales call for the sales channel. Like lead

management, customer acquisition management creates an orderly architecture for

managing large volumes of customer inquiries, or leads. The architecture must be able

to organize numerous leads, at various stages of a sales process, across a

distributed sales force.

3.3 Basic Concept:

Consumer behaviour concern with consumer need consumer actions in the direction of

satisfying needs leads to his behaviour of every individual depend on thinking.

Consumer behaviour is influenced by: culture, sub-culture, locality, royalty, ethnicity,

and family, social class, past experience reference groups, lifestyle, sex and all when

marketing a new product, there is always the possibility that the launch will not go as

well as you expect.  New product marketing is an art in itself, but most of the success

that the product will have in the market place is done before the product is even

launched. Organizations need to retain existing customers while targeting non-

customers. Measuring customer satisfaction provides an indication of how successful

the organization is at providing products and/or services to the market place. Customer

satisfaction is an abstract concept and the actual manifestation of the state of

satisfaction will vary from person to person and product/service to product/service.

The state of satisfaction depends on a number of both psychological and physical

variables which correlate with satisfaction behaviours such as return and recommend

rate. The level of satisfaction can also vary depending on other factors the customer,

21

such as other products against which the customer can compare the organization's

products. The basis for the measurement of customer satisfaction with a service by

using the gap between the customer's expectation of performance and their perceived

experience of performance. This provides the researcher with a satisfaction "gap"

which is semi-quantitative in nature. Cronin and Taylor extended the disconfirmation

theory by combining the "gap" described by Parasuraman, Zeithaml and Berry as two

different measures (perception and expectation) into a single measurement of

performance relative to expectation. The usual measures of customer satisfaction

involve a survey. The customer is asked to evaluate each statement in terms of their

perception and expectation of performance of the service being measured.

Having a successful product and having an even more successful launch relies on the

quality of your product. That product relies on two main factors:

1. Knowing who your target market is;

2. Knowing the pains and frustrations that your target market have and are

willing to pay to have taken away.

Knowing who your target market is, what age they are, what job(s) they have, if they

are married, single or divorced, etc., are all essential to the success of your product. If

you do not know anything about the people who buy your product, then you cannot

give them exactly what they want. Even if you have a successful product without

knowing this information, getting to know it will enhance your ability to deliver more

and more successful products over time.  This is why many supermarkets and stores

issue loyalty or rewards cards. They can track what their customers buy, how often

they buy, what their average shop is and a host of other information. They can then

take that information and mine it to find out what they need to have more of, and what

they can do with less of. Supermarkets are getting more and more efficient with the

product selection they have in their stores so they can maximize their shelf space and

more importantly, sales. So it is vital you know exactly who your customer or ideal

client is. If companies who make billions of dollars every year are doing it, it is

definitely something you should be doing too. Knowing the pains and frustrations of

your market gives you a valuable insight into what they will be willing to pay to have

removed. People are far more willing to have you take away a problem when it is

22

causing them serious pain than buy something that they know they need but are not in

a hurry to buy.

1. Market receptivity has been evaluated by key customer feedback, focus

groups, test markets, or beta tests prior to launch.

2. If the product is being used by beta customers, testimonials or case studies

have been prepared.

3. A promotion and advertising plan has been developed.

4. Advertising copy has been developed and media contracts and arrangements

have been made.

5. Promotional materials and sales literature has been developed, ordered, and are

ready to distribute.

6. Sales and distribution channels have been identified and established.

7. Sales personnel have been trained.

8. Sales personnel have the needed sales literature, sales support material and

product samples.

9. Product pricing has been established and approved.

10. Final packaging has been designed, approved and ordered.

11. The sales forecast has been updated based on the latest forecast of market

demand.

12. The website has been updated.

13. Press releases have been prepared and are ready to distribute.

14. Industry analysts or other influential personnel have been briefed as planned.

15. Product release and/or general availability has been announced.

Some Important Influences;

Simply stated, customer satisfaction is a customer's evaluation of their purchase and

consumption experience with a product, service, brand, or company. Interest in

satisfaction stems from its role in affecting customers repeat purchase decisions and

subsequent company profits. As the link to profitability has become clear, customer

satisfaction is now a prominent metric in business accounting and reporting. This

research provides a broad overview of customer satisfaction, its meanings, and the

streams of research that have emerged in recent period. Research on both transaction-

specific satisfaction (a customer's evaluation of their experience with and reactions to

23

a particular product transaction, episode, or service encounter) and cumulative

satisfaction (a customer's overall experience with a product or service provider to

date) is described. Methodological issues surrounding satisfaction research are also

discussed. These include the choice of methods for operationalizing a satisfaction

model and how to determine the importance of satisfaction drivers. The research ends

with a call to better understand the psychological and behavioural consequences of

satisfaction going forward. Specifically, greater attention should be given to how

satisfaction, in conjunction with a company's or brand's image (reputation), and

strength of relationship with customers explain customer loyalty and retention.Your

existing customers (whether using a free version of your product or not) are your best

friends. Treat them well during the launch process. Get some of them up and running

before hand as beta testers. Leverage your happy customers for testimonials and case

studies that you can use to promote the launch.

3.4 Application with Present Work:

1. The study should be used to calculate the consumer approach toward the

organization?

2. The consumer buying behavior is depend on following factor, occupation,

income group, profession, status, to check out and note down the conclusion

from this observation.

3. Researcher should check out this Airtel as a brand is helpful/harmful for the

customer satisfaction activity.

4. For the Advertising and CRM (Customer Relationship Management) this work

should more help full.

5. It’s also helpful for Customer inquiry or response.

6. To find out the customer Lead graded and prioritized.

7. It’s helpful to increases the targeted customer Sales contact.

8. Its work also helpful for lead nurturing or retention.

9. To calculate/analyst Sales result, this work is important.

10. Analysis of promotion effectiveness.

24

CHAPTER 4

DATA ANALYSIS AND INTERPRETATIONS

4.1 Introduction:

Analysis of data is a process of inspecting, cleaning, transforming, and

modelling data with the goal of highlighting useful information, suggesting

conclusions, and supporting decision making. Data analysis has multiple facets and

approaches, encompassing diverse techniques under a variety of names, in different

business, science, and social science domains. Data mining is a particular data analysis

technique that focuses on modelling and knowledge discovery for predictive rather

than purely descriptive purposes. Business intelligence covers data analysis that relies

heavily on aggregation, focusing on business information. In statistical applications,

some people divide data analysis into descriptive statistics, exploratory data analysis,

and confirmatory data analysis. As per researcher topic of the project that related

information Researcher try to collect from respondent opinion or their understanding

about Airtel. regarding to S.I.P. project i.e. most important thing to collect the data

from actual user because they are end user so they know what is the actual strength,

weakness of the service provider that’s why Researcher find out or survey the market

and collect the data from respondent or the customer of the Airtel, that’s why

Researcher select 150 population customer, 100 select for sample size. And conducted

the survey there result is as follows.

25

4.2 Data Analysis:

4.2.1 Classification of Image Cellular Customers: this table indicates the

contribution of customers in varies services provided from Image Cellular.

Table No. 4.2.1

Classification of Image CellularCustomers

Sr. No. User No. of Customers Percent of

Customers

1 Airtel Pre-Paid Users 47 47

2 Airtel Post-Paid Users 25 25

3 Airtel Digital TV Users 14 14

4 Airtel Net Connector 14 14

Total 100 100%

Interpretation:

As per the sample size researcher try to find out distribution of customers toward

varies services provided from Image Cellular as follows, 47% customers use Airtel

pre-paid service, 25% are Airtel post-paid users, 14% customers are use Airtel digital

TV user and 14% customer are use Airtel net connector.

Graph No. 4.2.1

This pie graph indicates that the contribution of varies service users.

26

Conclusion:

From the above graph, Researcher can analyzes the Airtel pre-paid mobile service is

prefers mostly.

4.2.2 Satisfaction Level towards “Customer Relationship Center”: in this segment,

researcher tries to calculate the customer’s satisfaction level toward customer

relationship center.

Table No. 4.2.2

Satisfaction Level towards “Customer Relationship Centre”

Sr. No. Level No. of Customer Percent of

Customers

1 Strongly satisfied 32 32

2 Satisfied 26 26

3 Neutral 14 14

4 Dissatisfied 14 14

5 Strongly Dissatisfied 14 14

Total 100 100%

Interpretation:

Above the data it is clear that 32% Image Cellular customer are strongly satisfied,

26% customer are Satisfied, 14% are neutral, 14% customer are Dissatisfied & 14%

are strongly dissatisfied.

27

Graph No. 4.2.2

Satisfaction Level towards “Customer Relationship Centre”

Conclusion:

From the above graph no. 4.2.2 Researcher can analyze satisfaction level towards the

“Customer Relationship Centre” the most of the customers near about 32% are.

Strongly satisfied, but there are 14% customers are strongly dissatisfied.

4.2.3 Satisfaction Level towards Promotional Activity: franchise provide varies

type of promotional activity so researcher try to know the opinion of the respondent

they are satisfied or not about this services.

Table No.4.2.3

Satisfaction Level towards “Promotional Activity”

Sr. No. Customer Satisfaction

Level

No. of Customer Percent of

Customers

1 Yes 56 56

2 No 44 44

Total 100 100%

Interpretation:

As per the table 44% customers are disagreeing about their promotional activity and

56% satisfied about the promotional activity provide from Image Cellular.

Graph no. 4.2.3

28

Satisfaction level towards “Promotional Activity”

Conclusion:

Researcher can analysis measurable customers are satisfied toward the “promotional

activity”.

4.2.4 Satisfaction Level toward Promotional Activity: this table indicated that,

which promotional activity which is most popular in customers.

Table No.4.2.4

Satisfaction Level toward Promotional Activity

Sr. no. Promotional activity No. of customer Percent of

customers

1 Coupons 10 10

2 Promotional Pricing 30 30

3 Discount 25 25

4 Trade-In 5 5

5 Loyalty Programmes 21 21

6 Personal Appearances 9 9

Total 100 100%

Interpretation:

29

As per the customers view researcher try to check out the effectiveness of

“promotional activity” is follows, the 10% customers like the coupons, 30% customers

mostly prefer promotional pricing, 25% customers prefer discount, 5% customers

prefer trade-in activity, loyalty programmes covers 21% customers and personal

appearances covered 9% customers.

Graph No. 4.2.4

Satisfaction Level toward “Promotional Activity”.

Conclusion:

The conclusion is that the large no of customers prefer “promotional price” activity.

30

4.2.5 Satisfaction toward “Sales Executive Service”: in this table the researcher try

to calculate the satisfaction level customers toward sales executive service.

Table No. 4.2.5

Satisfaction Level towards “Sales Executive Service”

Sr. no. level No. of customer Percent of

customers

1 Strongly satisfied 37 37

2 Satisfied 26 26

3 Neutral 14 14

4 Dissatisfied 14 14

5 Strongly Dissatisfied 9 9

Total 100 100%

Interpretation:

As per the data 37% customer are strongly satisfied towards sales executive service,

26% customers are satisfied, 14% customers are neutral, 14% customers are

dissatisfied and 9% customers are strongly dissatisfied.

Graph No. 4.2.5

Satisfaction Level towards “Sales Executive Service”

Conclusion:

31

As per the graph in case of “sales executive service” the most of the customers are

strongly satisfied.

4.2.6 Which advertising media is effective as per the customers view: in

competitive era every organization try/use of different type of advertisement media

but actual measurement is necessary in case of customer’s satisfaction. That’s why

researcher calculates the respondent opinion on that media which is use as by Image

Cellular.

Table No. 4.2.6

Satisfaction Level towards “Advertisement Media”

Sr. no. Advertisement Media No. of customers Percent of

customers

1 Electronic Media 48 48

2 Print Media 20 20

3 Mouth Publicity media 26 26

4 Other 5 5

TOTAL 100 100%

Interpretation:

It is clear from the table electronic media 49% customers include in that sector. And

remaining 51% affect from other media. (Print media, mouth publicity, other)

Graph No. 4.2.6

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Satisfaction Level towards Advertisement Media

Conclusion 4.2.6

It’s Conclude that, the Advertisement through “electronic media” is most effective.

4.2.7 Satisfaction Levels Calculate On The Basis Of Post-Paid Billing

Distribution Service: there are many complain about the post-paid bill distribution

service, so the researcher tries to calculate satisfaction level to the above services.

Table No. 4.2.7

Satisfaction levels calculate on the basis of Post-Paid Billing Distribution Service.

Sr. no. level No. of customers Percent of

customers

1 Strongly satisfied 5 29

2 Satisfied 2 13

3 neutral 1 6

4 Dissatisfied 4 23

5 Strongly Dissatisfied 5 29

Total 17 100%

Interpretation:

33

It is clear from data collected and results found that most of respondents in case post-

paid bill distribution these are strongly dissatisfied near about 29%, 29% strongly

satisfied, 23% dissatisfied, 13% satisfied and only 6% are neutral.

Graph No. 4.2.7

Satisfaction Level toward Post-Paid Bill Distribution Service

Conclusion

It is clear from graph the most of therespondentsin case post-paid bill distribution

service are strongly dissatisfied.

4.2.8 Calculate the customer view in case of “Customer Helpline Number”: in this

table researcher try to calculate the respondent positive/negative opinion about

customer helpline number.

34

Table No. 4.2.8

Calculate the customer view in case of “Customer Helpline Number”

Sr. no. Satisfaction towards “Customer Helpline Number” Service.

No. of Customer Percent of

Customers

1 Yes 41 41

2 No 46 46

3 Stable 13 13

Total 100 100%

Interpretation:

It is clear from data collected and results found that most of respondents 46% are

feeling that the customer help line service not is good, but at same time 41% customer

says it’s good and 13% are stable.

Graph No. 4.2.8

Calculate the customer view in case of “Customer Helpline Number”

Conclusion:

It is clear from data collected and results found that most of respondents arefeeling

that the customer help line service not is good.

4.2.9 Satisfactory level toward “Home Delivery Service” (digital TV & post-paid

customer only): this graph shows the satisfactory level of customers towards home

delivery service.

Table no. 4.2.9

35

Satisfactory level toward “Home Delivery Service”

Sr. no. Level No of customer Percent of

customers

1 Strongly satisfied 29 29

2 Satisfied 13 13

3 Neutral 7 7

4 Dissatisfied 23 23

5 Strongly Dissatisfied 15 15

Total 100 100%

Interpretation:

It is clear from data collected and results found that most of respondents 37%

customers are feel that the home delivery service are highly satisfied, 26% say is

satisfied, 15% are says is dissatisfied, 15% says its strongly dissatisfied, and 7% they.

Strongly satisfied.

Graph No. 4.2.9

Satisfactory level towards “Home Delivery Service”

Conclusion 4.2.9

From data results found that the respondents gives mixed opinion toward “home

delivery service”.

36

4.2.10 Satisfactory level towards “Product Price Criteria”: this table shows the

customers satifactpry level towards Product Price Criteria.

Table No. 4.2.10

Satisfactory level towards “Product Price Criteria”.

Sr. no. Level No. of customer Percent of

customers

1 Strongly satisfied 31 31

2 Satisfied 22 22

3 Neutral 18 18

4 Dissatisfied 17 17

5 Strongly Dissatisfied 12 12

Total 100 100%

Interpretation:

It is clear from data collected and results found that most of respondents 31% are feel

that the product price criteria is strongly satisfied, 22% say is satisfied, 18% are

neutral, 12% says its strongly dissatisfied and 17% dissatisfied.

Graph No. 4.2.10

Satisfactory level towards “Product Price Criteria”.

37

Conclusion:

It is clear from graph that most of respondents are feeling that the “Product Price

Criteria” is good; as per the customer’s satisfaction.

4.2.11 Suitable Area as per the customer’s for the Image Cellular: this graph

shows that suitability of area for the customers in case of Image Cellular.

Table No. 4.2.11

Suitable area as per the customer’s for the Image Cellular.

Sr. No. Area’s No. of Customer Percent of

Customers

1 Central Market Area 39 39

2 Bus-Stop Area 33 33

3 Nagpur Road 20 20

4 Arvi-Naka 8 8

Total 100 100%

Interpretation:

It is clear from data collected and results found that most of respondents 39% are feel

that for the Airtel franchise central market area is good, 33% says Bus-Stop Area

important, 20% preferred Nagpur road and 8% said that Arvi-Naka area is good.

Graph No. 4.2.11

Suitable area as per the customer’s for the Image Cellular.

38

Conclusion:

It is clear from graph most of respondents are feel that for the Airtel franchise “Central

Market Area” is good/convenience.

4.2.12 Satisfaction level toward following varies services: this table represented the

satisfaction level of the customers toward varies services.

Table No. 4.2.12

Satisfaction toward following varies services.

Sr. No. Services No. of Customer Percent of

Customer

1 Availability 11 11

2 Prompt Service 27 27

3 Price Discount 46 46

4 Promotional Activity 13 13

5 Other 3 3

Total 100 100%

Interpretation:

39

As per the data the Researcher try to calculate which service is more delight for the

customers these are as follows,

46% customer says price discount service is more delight, 27% say prompt service is

good, 13% says promotion activity is more delight, 11% preferred availability and 3%

say other services is more delight.

Graph no. 4.2.12

Satisfaction toward following varies services.

Conclusion:

As per the data more customers are satisfied towards “price discount service” i.e. the

customers are price oriented.

4.2.13 Market position of the Image Cellular on the basis of customer’s

satisfaction: as per the customers view researcher try to calculate the market position

of Image Cellular towards customers satisfaction.

Table No. 4.2.13

40

Market position of the Image Cellular on the basis of customers satisfaction.

Sr. no. Market position of

franchise as per the

Customer Satisfaction.

No of customer percent of

customers

1 yes 54 54

2 No 32 32

3 Don’t know 14 14

Total 100 100%

Interpretation:

It is clear from data collected and results found that most of respondents 54%

customers are feel that the franchise market position is good, 32% have negative says

something and 14% are stable or they don’t have knowledge about this.

Graph No. 4.2.13

Market position of the Image Cellular on the basis of Customer’s Satisfaction.

Conclusion 4.2.13

It is clear from data most of respondents are agree to the franchise “Market Position”

is good.

CHAPTER 5

41

MAJOR FINDINGS & SUGGESTIONS

5.1 Introduction:

In Wardha city the researcher has conducted a survey to measure satisfaction level

of Image Cellular in Wardha city. after studying different parameters regarding

service, quality, availability, price and other activity that is given to the customers

of Wardha region, researcher has drawn some finding with respect to satisfaction

level of Image Cellular services in Wardha they are as follows,

5.2 Major Findings:

1) It is found that 47% customers prefer Airtel pre-paid mobile service.

2) It is found that in case of “Customer Relationship Centre” 39% customers

are strongly satisfied & only 14% customers are strongly dissatisfied.

3) From the above study it is found that 56% customers are agreed toward

“Promotional Activity” provided from Image Cellular is Good/Satisfactory but

44% customers are disagreed.

4) From the study it is found thatthe among the promotional activity, 30%

customer’s preferred “Promotional Pricing Activity” but 5% customers

preferred trade-in which is very less as compared to other promotional activity.

5) It is found that the 37% customers are strongly satisfied, but at the same

time 9% customers are strongly dissatisfied. toward the service of “Sales

Executive”.

6) It is clear that from the study as per thecustomer’s view theygive more

attention toward “Electronic Media” in case of advertisement activity near

about 49% customers.

7) It is clear that from study 29% are strongly dissatisfied in case of “Post-Paid

Bill Distribution Service”.

8) It is clear that from the review the “Customer Help Line No.” is more

helpful for 41% customers & but at the same time some respondent 46% said

that these no. is always busy that why they don’t satisfied about this service.

9) It is clear from the study 39% customer said that “Centre Market Area” is

convenient for them & only 8% said “Arvi Naka” will be good.

10) As per the research it is clear that 46% customers they are always

preferred “Price Discount” offers.

42

11) It is clear from the study 54% customers said that Image Cellular “Market

Position is good as per the customer’s satisfaction & only 32 said that it’s

market” position is not good.

5.1 Suggestions:

On the basis of major finding researcher has given following suggestion to the

organization.

1 As per the research its indicate that post-paid customers are less as

compared to pre-paid service user. So franchise try to increases the post-

paid customers.

2 As per the finding customers gives mixed response towards “Customer

Relationship Center” so that the franchise/company gives a more attention

on this service.

3 As per the survey the customers give less response toward “Personal

Appearance” so for the cost reduction delete this type of “Promotional

Activity” & focus on other activity which more popular in customers.

4 Franchise/company always tries to provide the service as possible as

minimum/low rate.

5 The Sales Executive is an interpreter in between customers & franchise in

case of post-paid service this factor is most important. But the area is so

vaster & no. of sales executive is very less only 4 employees so that is not

sufficient, so franchise/company give attention to recruit the new sales

executive.

6 For the advertisement the “Electronic Media” is now become a very

popular so franchise/company mostly focus on that instead of other media.

7 As per the research the franchise/company don’t get a proper notice on

post-paid bill distribution, There are some problem in post-paid billing

many customer complained in the time of survey that they got maximum

bill regarding there uses, so franchise/company should improve their post-

paid billing distribution service.

8 The customer help line no. is become a very popular that way this

customer help line no. is always busy that why company/franchise

increases the no. of customer care representative.

43

9 In case of place, the old place of Image Cellular is not convenient for all

type of customers so from the research it’s found that customer’s opinion is

that “Central Market Area” is good for the customers so the

franchise/company give attention on that.

10 As per the research it is found that the position of franchise/company is

good but day by day competition increases so the franchise/company

always tries to maintain their position in the market.

11 Regular evaluating and analyzing of various activities and function related

to customer complaint center.

QUESTIONNAIRE:

44

1) Name :-………………………………………………

2) Address : ………………………………………………

……………………………………………….

……………………………………………….

3) Phone No.:- (R)…………………………………………

(O)………………………………………….

(MOB) …………………………………….

4. Age:-……………………

5. Sex:-…………………….

Male [ ] Female [ ]

6. Occupation: - Business [ ]

Service [ ]

Student [ ]

Farmer [ ]

7. Income Group: -0 To 10,000. [ ]

10,000 To 20,000. [ ]

20,000 To 30,000 [ ]

ABOVE 30,000 [ ]

8) Are you customer/consumer of Image Cellular (directly/indirectly).

A) Yes….. B) No…..

If Yes, Please Specify

A) Pre-Paid Users… B) Post-Paid Users ….

C) Digital TV Users… D) Net Connector Users ….

E) Other Service User of Airtel ….

9) Are you satisfied about “Customer Relationship Centre” provide from Image

Cellular.

A) Strongly Satisfied….. B) Satisfied….. C) Neutral …. D) Dissatisfied ….

E) Strongly Dissatisfied...

10) Are you satisfied about Image Cellular “Sales Promotion” activity?

A) Yes….. B) No…..

11) Which “Promotion Activity” provided by Image Cellular is more attractive

for you?

A) Coupons……. B) Promotional Pricing……

45

C) Discount……. D) Trade-In …..

E) Loyalty Programmes ….. F) Personal Appearances ….

12) Are you satisfied about “Sales Executive Service” provided from Image

Cellular?

A) Strongly Satisfied….. B) Satisfied….. C) Neutral …. D) Dissatisfied ….

E) Strongly Dissatisfied...

13) Out of following service which gives you to more satisfaction provide from

Image Cellular?

A) Complain Help Line No. ….. B) Prompt Service ……

C) Price Discount ….. D) Promotional Activity …..

E) Other …..

14) Are you satisfied about “Post-Paid Billing Facility” provide from Image

Cellular.

A) Strongly Satisfied….. B) Satisfied….. C) Neutral …. D) Dissatisfied ….

E) Strongly Dissatisfied...

15) Are you satisfied about all type “Recharge Availability” service?

A) Strongly Satisfied….. B) Satisfied….. C) Neutral …. D) Dissatisfied ….

E) Strongly Dissatisfied...

16) As per you which “Advertising Media” is more Informative/Satisfactory for

you in case any type of service, provide from Image Cellular?

A) Electronic Media….. B) Print Media…..

C) Mouth Publicity….. D) Other…..

17) Are you satisfied about “Customer Help Line Number” service provide from

Image Cellular?

A) Yes….. B) No….. C) Stable….

18) Are you satisfied about the Place (area) where the Image Cellular situated?

A) Strongly Satisfied….. B) Satisfied….. C) Neutral …. D) Dissatisfied ….

E) Strongly Dissatisfied...

19) As per you which area will be more convenient for you as well as Image

Cellular?

A) Central Market Area…. B) Bus Stop Area …..

C) Nagpur Road …. D) Arvi Naka …..

20) Are you satisfied “Product Price Criteria” providing from Image Cellular?

A) Strongly Satisfied….. B) Satisfied….. C) Neutral …. D) Dissatisfied ….

46

E) Strongly Dissatisfied...

21) Are you satisfied about “Home Delivery Service” provide from Image

Cellular?

A) Strongly Satisfied….. B) Satisfied….. C) Neutral …. D) Dissatisfied ….

E) Strongly Dissatisfied...

22) Are you satisfied about “Complaint Resolved Centre” provided by Image

Cellular?

A) Strongly Satisfied….. B) Satisfied….. C) Neutral …. D) Dissatisfied ….

E) Strongly Dissatisfied...

23) Are you agreeing “Image Cellular Market Position” is good in case of

Customer Satisfaction?

A) Yes …. B) No ….. C) Don’t Know …..

24) Overall Customer Satisfaction towards various services provided by Image

Cellular.

A) Pre-Paid Service …..

B) Post-Paid Service …..

C) Digital TV Service …..

D) Net Connector Service ……

25) Suggestions/Opinions

………………………………………………………………..

………………………………………………………………..

……………………………………………………………….

BIBLIOGRAPHY:

BOOKS:

47

1 Philip Kotler and Kevin Keller, Marketing Management , 2009-2010,

Edition: 13th, Page No: 121 to 133.

2 Dr. Mahesh Kulkarni, Research Methodology , MBA(2-Sem), Nirali

Prakashan, Pune, December 2009,Second Edition, Page no.3.1 to

3.20, 1.1 to 1.22,

3 C.R. Kothari, Research Methodology: Methods And Techniques,

,Publishes byNew Age International, Edition: Paperback 2nd Page No.

81-93

WEBSITES:

www.Airtel.in,link- http://www.airtel.in/new/

Airtel Pune Intranet

48