CONTENTS CHAPTER – I INTRODUCTION COMPANY PROFILE OBJECTIVES OF THE STUDY CHAPTER – II BUSINESS & MARKETING STRATEGIES COMPANY PLANS. CHAPTER – III RESEARCH METHODOLOGY ORGANIZATIONAL STRUCTURE RESEARCH DESIGN CHAPTER – IV DATA ANALYSIS AND INTERPRETATION SWOT ANALYSIS FINDINGS SUGGESTIONS & RECOMMENDATIONS CONCLUSION CHAPTER –V APPENDIX
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CONTENTS
CHAPTER – I
INTRODUCTION
COMPANY PROFILE
OBJECTIVES OF THE STUDY
CHAPTER – II
BUSINESS & MARKETING STRATEGIES
COMPANY PLANS.
CHAPTER – III
RESEARCH METHODOLOGY
ORGANIZATIONAL STRUCTURE
RESEARCH DESIGN
CHAPTER – IV
DATA ANALYSIS AND INTERPRETATION
SWOT ANALYSIS
FINDINGS
SUGGESTIONS & RECOMMENDATIONS
CONCLUSION
CHAPTER –V
APPENDIX
BIBLIOGRAPHY & QUESTIONNAIRE
D ECL AR AT ION
I, MANOJ hereby declare that the project entitled “ACQUISITION &
RETENTION OF AIRTEL CUSTOMER ” is my original work, done by me.
Now it is an asset of VAISH COLLEGE, Rohtak. All the rights for
using this project report lie with the institute. Unauthorized copying, hiring,
broadcasting, or rental of this project without permission from the
institute will be considered illegal.
DATE: Sign. Of Student
AC KN OWL ED GE MEN T
Presenting a Summer Training project of this type is an arduous task, demanding a lot
of time. I cannot in full measure reciprocate the kindness shown and contribution made by
various persons in this endeavor. I will remember all of them with gratitude.
My sincere thanks towards Mr. ANAND PRIYA DE ASM -Airtel, Rohtak), for
giving me a chance to take this project and for her valuable guidance, which helped me on all
those points, which I needed to include in, with full intensity , for his significant support
extended for the successful completion of the project
I am extremely gratified to Mr. RAHUL SINGH (T.L., Airtel), who was extremely
helpful in offering his professional expertise and bestowing me practical knowledge in all
spheres related to the whole organization working.
I am always beholden to my God, for always being with me and showing me the right
ways, my family members, for always doing favors to me and my friends and colleagues
consistently helped with encouragement and criticism throughout the project work, for
always lifting my sights to higher vision, raising my personality beyond normal limitation
and for realizing me my strengths and potential, specially my brother, as I did not always
welcome her exhortation, “try again; you can do better.” But this project owes a great deal to
it – and so do I.
PRE FAC E
It’s a thing of massive gratification for me to present this Summer Training Project
Report on the topic “ Customer Acquisition & retention of airtel customer ”
completed in an unrivaled organization ‘AIRTEL’.
Mobile telephony adoption is on the rise and recent technological innovations have
dramatically enhanced the capabilities of the wireless telephone. Leveraging the power of
these new capabilities, various business sectors are working together to offer a wide array of
services. Each sector is looking for the next “killer application," yet we are still learning
about people's information and communication needs while "on the go."
The goal of this two-months training is to bring together an international group of 5-8
practitioners and researchers from various sectors of the mobile communications industry. We
will discuss the following topic areas and, prior to the workshop; invite participants to
identify specific issues that they feel are particularly relevant and timely.
I myself have for a long time deeply interested in studying consumer trends &
behavior towards mobile industry. I know that even in the areas in which I have a little
knowledge, I do not know enough. There are new tasks in these areas for which I am not
yet equipped with tested, proven approaches and tools. New areas of challenge and new
technology problems has arisen, where I have done 7 little work so far and where I have so
far only ignorance rather than even a modicum of knowledge.
This project attempts to identify and define areas related to consumer behavior
regarding new connection services. It also attempts to develop at least first approach to these
areas, to think through policies, principles, and practices to accomplish the new tasks and to
satisfy the customer needs. By this practical training I am able to equip the manager with the
Understanding, the thinking, the knowledge, and the skills for todays and also for
tomorrow’s market exigency. Initially I was just having the bookish knowledge about
all Marketing policies, practices and functions, but after joining this organization, I
got most of the practical knowledge. I have come to know, what actually happens in the
organizations. Though it is not possible to have the information of all the spheres in market,
in such a very short period, but I tried to get more and more about all functions and practices
applied in practical working, I have particularly stresses on. This is the boom time for
mobile industry. Youths are having keen flair for mobile communication.
Now the mobile communications are the fastest growing industry. We can reach to anyone,
anywhere across world through mobile connectivity. Just look in the areas they’re in; health,
Bharti provides a range of telecom services, which include Cellular, Basic, Internet
and recently introduced National Long Distance. Bharti also manufactures and
exports telephone terminals and cordless phones. Apart from being the largest
manufacturer of telephone instruments in India, it is also the first company to export its
products to the USA. Bharti is the leading cellular service provider, with a footprint in 15
states covering all four metros and more than 7 million satisfied customers.
VISION:
To make mobile communications a way of life and be the customers' first choice.
MISSION:
We will meet the mobile communication needs of our customers through:
•Error-free service delivery
•Innovative products and services
• Cost efficiency
• Unified Messaging Solutions
CORE VALUE:
We will delight our customer with our simplicity, speed & innovation.
We will honors our commitment.
We will follow the highest standard of professional integrity & behavior.
We will respect individual, build winning teams and lead by example.
We will create a fun filled and friendly workplace.
AIRTE L MOBIL E COMMUNICAT IONS LIMIT ED
Bharti Tele-Ventures Limited was incorporated on July 7, 1995 for promoting
investments in telecommunications services. Its subsidiaries operate telecom services across
India. Bharti Tele-Ventures is India's leading private sector provider of telecommunications
services based on a strong customer base consisting of 7.42 million total customers, which
constitute, 6.76 million mobile and 657,000 fixed line customers, as of April 30, 2004.
Bharti Tele-Ventures vision for its mobile business is “To make mobile communications a
way of life and be the customers first choice”.
The mission is to meet the mobile communication needs of the customer through 1) error free
service 2) Innovative products and services and 3) cost efficiency. The Company’s strategic
objective is to consolidate its leadership position amongst the mobile service providers in
India.
The Indian mobile market, according to the COAI, has increased from approximately 1.2
million subscribers as of March 31, 1999 to approximately 29.21 million subscribers as of
June 30, 2004.
Despite this rapid growth, the mobile penetration rate in India, at approximately 2.8% as of
June 30, 2004, is significantly lower than the average mobile penetration rate in other Asian
and international markets.
The number of mobile subscribers in India is expected to show rapid growth over the next
four years. By 2006 it is projected at 50 million by COAI and 44 million by Gartner.
Bharti Tele-Ventures believes that the demand for mobile services in India will continue to
grow rapidly as a result of the following factors:
⇏ Lower tariffs and handset prices over time⇏ Growth in pre-paid customer category;⇏ Greater economic growth and continued development of India's economy;⇏ Higher quality mobile networks and services; and⇏ Greater variety and usage of value added services.
Bharti Tele-Ventures, through its subsidiary has the licenses to provide GSM services in
all the twenty-two telecom circles in India. It proposes to consolidate all its subsidiaries
providing mobile services under Bharti Cellular Limited.
As of June 30, 2004, approximately 92% of India's total mobile subscriber market resided
in the Company's sixteen mobile circles, which collectively covered only 56% of India's
land mass.
A IRTE L D ISTR IB UT ION SY STE M
D I S T R IB U T I ON S Y S TE M
A proper distribution system is very important for every company because now a days the
customer wants full service without any pain. Airtel has a deep penetration in the market of
prepaid cards, coupons, easy recharge and postpaid cards. I also seen in the market the
happy faces of customers and retailers of Airtel because of the easy availability of
Airtel cards and coupons.
BE N E F IT S OF GOOD D I S T R I B U TI ON S Y S TE M
1. Easy availability
2. Satisfied customers
3. Competitive advantage
4. Better market reputation
5. Saves time
D I S T R IB U T I ON S Y S TE M OF A I R TE L
1. Organization (C&FA's)
2. Distributor
3. Retailer
4. Customer
O BJECTIVE O F TH E STYD Y
o To study the consumer trends in telecommunication sector and study consumer
decision-making & preferences.
o To study marketing strategies adopted by Airtel.
o To study the level of customer satisfaction in Airtel.
o To understand the needs of different consumer segments.
o Comparative study of different mobile companies.
o To know why some retailers don’t sell new connections of Airtel.
BU SINE SS & MAR KET IN G STR ATE GIE S
Some Marketing And B usiness T ools Adopted B y A IRTE L A s To
P ro m o t e I t s A c ti v iti e s :
Seminars: seminars are conducted at different places by the expert time by time to make people aware.
Publicity: publicity is done through various media.
Stalls at famous places: they conduct their stall after a particular period of time
on the famous and public place to attract them towards themselves.
DSA (Direct Sales Agency)
Print media
Hoarding
Banners
Advertisement
Leaflets Follow ups By KNOP
Mobile Strategy
Capture maximum telecommunications revenue potential with minimum geographical
coverage to maximize i ts revenues and margins. Build high quality mobile networks
by deploying state-of-the-art technology to offer superior services.
Use the experience it has gained from operating its existing mobile networks to develop and
operate other mobile networks in India and to share the expertise across all of its existing and
new Circles.
Attract and retain high revenue generating customers by providing competitive tariffs,
offering high quality customer support, proactive retention programs and roaming packages
across all of its mobile circles.
Provide affordable tariff plans to suit each segment of the market with a view to expand the
reach, thereby increasing the mobile customer base rapidly.
Key highlight s of Jan- 04 are as follows:
Industry additions were up from the last month's 12.71 lacks to 13.69 Laces this month. In
percentage terms, this translates to a increase of 8 % in net ads over last month.
The number of subscribers moved up from 21.99 MN at the end of Dec-03 to 23.36 MN at
the end of Jan-04, a growth of 6.22 %.
All India monthly growth in subscriber numbers was 6.13 %. The growth elsewhere was:
· Metros – 5.28 %
· A circles – 6.22 %
· B circles – 7.75 %
· C circles – 3.43 %
All Circles Total – 6.67 %
Airtel – 6.39 %
B Circle category has shown the highest growth in subscriber base on an individual basis
this month.
At Airtel, we have always sought to enhance value for you as a customer by providing you
the most relevant and easy to use services through innovation and by harnessing the latest
developments in technology. In line with this strategy, we have constantly introduced
innovative products and services to suit your unique needs and wants.
Our services range from CLI to Music Messaging to Lost Call Alerts – all to serve you
better.
Move your mouse over any service from the following menu to get a brief description on
what it is all about.
SMS
ASTROLOGY
RINGTONES
VOICE-MAIL
DAIL-A-RINGTONE
LOGOS
CALLER TUNES
MUSIC MESSAGING
FLASH MESSAGES
BLINKING MESSAGES
JOKES
LOVE JOKES
YAHOO! MESSAGING
YAHOO! MAIL
NEWS UPDATES
SPORTS
CALLER IDENTIFICATION
T REND S IN MOB IL E C OMMUN ICAT ION S
The growth and penetration of sophisticated digital communication systems,
infrastructures, and services, has been increasing constantly over the last decade. Examples
of these services are the Internet, electronic mail, multimedia, pagers, PDA's, and mobile
telephony. From marginal penetration 15 years ago, these systems and services are
becoming a commodity in both professional and consumer markets worldwide. The
developments in these fields are still going strong. In particular, rapid advances - both in
technology and services - can currently be observed in wireless and mobile systems that
support the communication of different media, such as data, speech, audio, video and
control.
Current wireless network and mobile phone services roll-out is centered around four
available technologies, namely WAP, UMTS, Bluetooth, and mobile positioning systems.
The wireless application protocol (WAP), initially carried by second generation GSM and in
the future by third generation UMTS wireless networks, will turn the mobile phone into a
networked smart-phone capable of low to medium data rate Internet functionalities.
Bluetooth will allow for short-range data communication between
consumer appliances in a domestic environment. Positioning systems will become
integral part of mobile phones such that services can be made dependent on the location of
the user in the network.
When projecting the progress in mobile networks and services into the future, three
developments are of importance. In the first place, we can observe that more and more
Mobile phone-like devices start to include accessories such as a small keyboard, a
display, and a speech interface. Such communication and information-oriented systems
are emerging as hybrids between the mobile phone and the wireless laptop personal
computer. With higher bit rates supporting more advanced services, the integration of
the personal computer and personal communication devices will be pushed even further.
In the second place, we observe that computing resources are becoming ubiquitously - that is
everywhere and at all time - available. We will soon live in an environment that supports us
by providing ubiquitous Computing for a wide variety of tasks and services. Daily life
consumables, durable products and services already contain an ever-increasing number of
sensors, actuators, processing units, and (embedded) software. The personal computer has
entered daily life as a necessary commodity, and the development of sophisticated
communication systems in today's society relies heavily on the availability of computation
resources.
Finally, we observe that communication and computing is becoming increasingly personal.
The device (and therefore the user) is always on-line, the user is identifiable, the device can
be personalized, and the system knows about the user’s position.
“C ELL ULA R MOBILE PR IC IN G ST RUC TUR E A ND T REND S”
Successful growth and diffusion of mobile communication services is focusing greater
attention on how mobile relates to fixed networks. Accordingly, it is necessary for regulatory
authorities to review current frameworks in those instances where regulation might impede
the offering of certain pricing structures, such as calling party pays. This issue is critical in
putting fixed and mobile networks on an equal footing, so the potential for competition
between networks can be exploited. Testing the demand for new pricing structures can be left to
the market. Successful growth and diffusion of mobile communication services is focusing
greater attention on how mobile communication relates to the Internet and electronic
commerce. This report reviews and benchmarks the pricing of emerging services such as short
message services. These services are the harbingers of ? Third generation ? Information services
over mobile networks, and policy makers need to review current regulatory frameworks to
enhance pricing innovation and competition in the provision of these services.
IND IV IDU AL C UST OMIZAT ION
An important trend in our society is agility or mass individualization. Consumer behavior is
much more volatile, much less predictable and increasingly concerned with instant
gratification. The expectation is that in due course this trend towards individualization will
become a more important factor in the emerging markets too, particularly in the urban areas.
As well as setting quality standards for products, this attitude also demands delivery at the
right time and in the right place. At any moment, wherever the consumer may be, it has to be
possible to satisfy his or her requirements; it is a question of the consumer as a "moving
target" and how we can increase our chances of "scoring a hit".
In modern thinking about categories of consumers, every consumer has something of this
instant consumer in his or her make-up, alongside other possible descriptions, such as
"rational", "social" and "responsible". What's more, this can vary according to the product
category. One moment, moreover, this instant consumer will be demanding products on the
basis of flavor, convenience or cheapness, and in the next breath will be voicing concerns
about the environment, animal welfare or his or her own health. The likelihood is that in the
long term health, the environment and animal welfare will be significant factors in the
concept of quality, as safety already is.
Changes in consumption patterns are an important factor in this development. While the retail
trade is evolving from supermarket to household service provider in response to mass
individualization, consumers are increasingly also obtaining their food through other outlets:
company canteens, take-away meals, snack bars, old people's homes etc. "Young couples" in
Europe are rapidly moving towards the situation that already exists in the United States,
where 50% of the food consumed is prepared outside the home. This places different
demands on products in terms of keeping qualities (shelf life), convenience and presentation.
Consumer-driven technology development
These trends in the market and among consumers generate a demand for a more differentiated
and more rapidly changing product range and also call for a different approach to technology
development (dedicated production systems). In the future there will have to be product
development that takes the dynamic of the market and the divergent wishes of the consumers
as its starting point and uses the technologies of the future: biotechnology, separations
technology, sensor technology and modern information technology (IT). To achieve this,
product development will have to be tackled in a more structured way, and knowledge
deriving from different areas of research will have to be integrated more effectively. The
development of sensor technology in the agro sector, for instance, requires the integration of
materials technology, biotechnology and process technology. New scientific developments
also provide interfaces through which the sector may respond to wishes relating to health:
both the information about genetic aspects and the new insights into bioactive components -
substances that, in low concentrations, affect human health - offer interesting prospects of
made-to-measure food!
In the future, "made-to-measure food" will also mean "food produced in a way that the public
finds socially acceptable". Such aspects as the environment, animal welfare etc. will play a
major role. This will have to be specifically taken into account in the development of
technology.
From chains to flexible networks
As well as imposing requirements in terms of technology development, trends such as mass
individualization call for a responsive answer to a sharply fluctuating market demand. This
places considerable demands on the organization of agricultural production chains. The full
vertical integration of links in a chain can mean a loss of flexibility. It would appear to be
more efficient to opt for a continuation of the development of the chain concept; leading to
responsive networks that combine the advantage of co-ordination with the flexibility of more
loosely linked organizations. These independent organizations work closely together in the
flow of goods along the chain in order to achieve the desired "customer value" at the lowest
possible cost.
M
OR GAN IZAT ION ST RUC TUR E
Organisation of AIRTEL provides services through FSO (Full Service Outlets) and
DSA (Direct Sales Agent)
“MAN AG EMEN T HIE RA RC HY AT A IRTEL ”
T HRE E T YPE S OF SALE S:
1. Primary Sales - Organization to Distribution of Prepaid, Postpaid Cards, Coupons, easy
recharge etc.
2. Secondary Sales - Distributor to Retailers
3. Tertiary Sales - Retailer to Customer.
PROCE DURE OF ACT IVATI ON OF PRE PAI D CONNE CTI ON:
Dealer (Confirms on 570)
FOS (Saw that the form is completed and has Accessory papers
Distributor (Activates the card)
PROCEDURE OF ACTIVATION OF POSTPAID CONNECTION:
Dealer (Collects of Cash and facilitates in Competition)
FOS (Collects the Form)
Distributor (Activates the card)
MOBIL E F OOTP RINT
The map below depicts the location of, and provides certain information for, Bharti Tele-
Ventures' existing mobile circles in India:
SOURCE
(1) Population estimates are as per National Census, 2001 and are as of March 1, 2001. The
population for Uttar Pradesh (West) circle is approximately 37% of the total population for
the state of Uttar Pradesh.
(2) Mobile subscriber statistics are as of June 30, 2004 and are based on data released by
COAI. Mobile market size comprises the total number of mobile subscribers of all the service
providers in a circle.
(3) Demographics of Maharashtra and Tamil Nadu do not include demographics of state
capitals (metros) Mumbai and Chennai respectively.
(4) Demographics of Haryana does not include Faridabad & Gurgaon as they are included in
Delhi & NCR. Similarly demographics of Uttar Pradesh (West) & Uttaranchal does not
include Noida & Delhi as they are included in Delhi NCR.
The significant growth in the Company's mobile business has been through a combination of
organic growth and acquisitions of additional licenses and has been summarized below. The
information given below is for the total market and is not representative of our market share or
network coverage.
1) Comprises the circles of Maharashtra and Goa.
2) Comprises the circles of Delhi, Himachal Pradesh, Karnataka and Andhra Pradesh.
3) Comprises the circles of Delhi, Himachal Pradesh, Karnataka, Andhra Pradesh and
Chennai.
4) Comprises the sixteen operational circles of Bharti Tele-Ventures.
5) Based on data released by the COAI on the total number of persons subscribing to
mobile services in our licensed areas.
‘C OMP ANY ’S P LAN S’
P REP AID P LANS
Are you wary of committing yourself to a date for making your bill payments?
Is it too much of a bother for you to remember dates for bill payments? Do you often
end up paying late fees against your monthly utility services bills? Do you end up
spending too much if you have the option to pay the bill later?
Think over for if one of these represents you, we have a solution for you. Start
thinking prepaid is our advise!
So what exactly is this prepaid! It is simply a way of going cellular by paying
for the talk time in advance. For e.g. if you feel that you need Rs. 300 worth of talktime
for a month, you can buy a recharge coupon which gives you that much talktime on
your cellphone. Once that money gets exhausted you can buy another recharge coupon
for the same or different denomination depending on your future need.
Prepaid allows you to be in control of your cellular expenses even while you are
spending. You will be surprised that today In India, Prepaid connections account for
almost 60 to 70 percent of the total new entrants into cellular telephony. That’s because
almost every one of us wants to be in control of our cellular expense.
A dvantages of prepaid:
Some of the many advantages that you enjoy with Airtel Pre-Paid...
Total Cost Control
Enjoy the liberty of total cost control with your Airtel Pre-paid! Re-charge as
much as you feel the need to! Now that's what we call complete freedom!
No Rentals
Buy an Airtel prepaid card without having to pay any rentals!
No deposits
Your Airtel prepaid card comes without you having to pay heafty deposits!
STD/ISD facility till the last rupee
Now experience complete freedom like never before with Airtel! Our STD/ISD
facility allows you to make long distance calls in India and Overseas from your
cellular phone!
Instant Balance Inquiry
Check your talk-time instantly by calling our toll-free number!
60 second pulse
Airtel provides you with a 60-second pulse rate! Freedom for you to experience
like never before!
Instant Recharge
Avail of instant recharge on your Airtel prepaid card with just a few simple
steps!
24-hour recharge facility
With our round-the-clock recharge facility, recharge you Airtel prepaid card
anytime, anywhere!
Caller Line Identification
Call Line Identification gives you the power to know the phone number of the
calling party even before you answer the call, thus giving you the choice to either
reject or take the call. It provides the added advantage of saving the incoming
number directly in the Handset Phone Book. So that the next time you want to call
the same person, you don't need to retype his number, simply use your phone
book.
Call Divert, Call Hold and Call Wait
Airtel prepaid card!
Short Messaging Service (SMS)
With Airtel’s Short Messaging Service (SMS), send messages and jokes to your
friends and colleagues, anytime anywhere!
SMS based Information Services
With Airtel's SMS based information services; you can get up to-the-minute cricket
scores, order flowers as well as send couriers or check your daily horoscope!
Voice Mail service
Voice Mail lets you receive messages even when your handset is switched off or
when you are outside the coverage area. You can listen to your messages whenever
you feel like, from anywhere in the world. Voice Mail can store up to 75 messages,
with each message of two-minute duration.
With Airtel's SMS based information services; you can get up to-the-minute cricket
scores, order flowers as well as send couriers or check your daily horoscope!
Voice Mail service
Voice Mail lets you receive messages even when your handset is switched off or
When you are outside the coverage area. You can listen to your messages
whenever you feel like, from anywhere in the world. Voice Mail can store up to 75
messages, with each message of two-minute duration.
P OST- PAID P LAN
Airtel welcomes you to a vibrant world of unlimited opportunities. More
exciting, innovative yet simple new ways to communicate, just when you want to, not
just through words but ideas, emotions and feelings. To give you the unlimited
freedom to reach out to your special people in your special way.
Post paid Plan:
New Airtel 150
ONE TIME CHARGES (Rs.)
Activation Charges 250
Membership Fee 250 (converts into security after 24 months)
Security Deposit NA
MONTHLY CHARGES (FIXED) (Rs.)
Bill Plan Charge 150
RE SEA RC H MET HOD OL OGY
R esearch prob l e m :
To study consumer trends, behavior, preferences and level of
satisfaction in Airtel communication Ltd. The study was conducted in Delhi with
sample size of 50 and sample units were suppliers and
Consumer of mobile connection
R esearch O b j ec ti ve s :
o To study the consumer trends in telecommunication sector.
o To study consumer decision-making & preferences.
o To study marketing strategies adopted by Airtel.
o To study the level of customer satisfaction in Airtel.
o To study the market potential.
o To study customer purchase decision behavior.
o To understand the needs of different consumer segments.
o Comparative study of different mobile companies.
R esearch D esign
The following methodology was adopted for the study purpose:
Type of research:
Descriptive and qualitative research design were used while conducting the project.
Sampling Design was taken by the researcher as the Research design.
The major purpose of the study is to describe the state of affairs as it exists at present.
The study was based on the facts or information already available, & analysis of this
available information make a critical evaluation of the material.
Research Method/Technique:
In the project report the researcher used following techniques while conducting his
study:
Analysis of documents
Survey Method: A market survey was done on life insurance
companies.
Interview (Personal): Both open and closed ended (unstructured) questions
were asked while taking some information from the users of the cellular at
DELHI.
Questionnaire (Structured): A structured designed comprehensive questionnaire
was framed and pretested for data collection from the customer of mobile
Research Data
Data is the key activity of marketing research. The design of the data
collecting method is backbone of research design.
Data constitute the foundation of statistical analysis and interpretation.
Hence the first step in statistical work is to obtain data.
Data can be obtained from two important sources, namely:
1. Primary Data
2. Secondary Data
Primary Data:
Primary data are gathered for the specific purpose or for a specific
research project, consist of original information for the fulfilment of project objective.
When the data are required for the particular study can be found neither in the internal
record of the enterprises nor in published sources. In some cases it may become
necessary to collect original data.
Primary data can be collected in four ways:-
1. Observation
2. Survey
Secondary Data:
Secondary data are the data, which already exists somewhere. Secondary
data provide starting point for research and after that the advantage of low cost and
ready availability. Secondary data can be divided into two types:
1. Internal data
2. External data
When researcher uses the data that has already been collected by other
data are called secondary data. Secondary data can be obtained from journals i.e.
internal sources report, government publication and books, professional bodies etc.
Internal data are reports and memos generated within an organisation to
facilitate its operations and annual report. External data are those specially produce for
outside consumption.
Sources from which the researcher has taken the secondary data are as under:
1. Direct observation
2. Airtel website
3. Books for marketing management
4. Surveys and customer data & report
5. Airtels customers care office
6. Airtel’s Brouchers
SAMPLE
DESIGN Area of
Sample:
The areas covered up in this survey was DELHI
Selection of units under study
Sampling Units from DELHI were suppliers and
Consumer of mobile connection
Source list (Sampling Frame)
SUPPLIERS: 20
CUSTOMERS: 150
Sample size: 50
Sampling Procedure: Probability Sampling (Simple Random Sampling)
D A T A A NA LY SIS A N D I N TE R PR A T I O N
(1) Do you have own mobile connection? A.
Yes
B. No.
14
Having Mobile
Not having
mobile
86
The data shows that the total sample size of 50 people taken for research out
of which 86% of persons keep mobile with them.
Sample size - 150
Having mobile Respondent
Yes 136
No 14
(2) Which kind of phone you would like use?
Land line
Mobile
The data shows that the total sample size of 50 people taken for research out
of which 50% of persons like to use land line phone and 30% person like to use mobile
and rest 20% person like to use WLL.
Sample size - 50
CONNECTION Respondent
LANDLINE 25
MOBILE 15
WLL 10
(3) Which age group you belong to?
(a) 15-20
(b) 20-25
(c) 25-35
(d) 35- above
15-20
20-25
25-35
35-above
The analysis shows that 14% people from 15- 20 age group, 8% persons from 20-25
age group, 36% persons from 25-35 age group, and 42% of people from 35-above
age group keep mobile with them.
Sample size - 50
Age Respondent
15-20 7
20-25 4
25-35 18
35-above 21
(4) What occupation do you have? (a)
Business
(b) Professional
(c) Government Employee
(d) Student
The data shows that 50 persons are from, 23 persons are professionals, 16 persons are
Private and 5 persons are found retirement 6 person are government employee to
consume mobiles.
Sample size - 50
Occupation RespondentProfessional 23
Private 16Retirement 5Government 6
(5) Which connection would you prefer?
(a)MTNL
(b) Airtel
(c) Orange/ Hutch
(d) BPL
(e) Reliance
When the preferences for mobile phone connections were asked, results
Drawn that 40% of persons prefer to take BSNL because they believe in BSNL’s
better coverage & cheaper rates after BSNL, 20% of people opt Reliance services
because of its cheaper rate and flexible schemes, then Airtel is only 25% but there is
very high recommendation for its better connectivity. Airtel is rich in attractive
schemes and plans for business persons and persons related to corporate world.
Sample size: 50
Phone Connections Respondent
Airtel 20
BPL 8
MTNL 12
OTHERS 10
(6) You would like to take prepaid connection or Post paid connection?
a. Prepaid
b. Post paid
The research study shows that almost people from the selected segment give priority to
Post Paid connection, because of the flexibility and attractive plans for this market