Tata Docomo

EXECUTIVE SUMMARY

TATA DOCOMO is Tata Teleservices Limited's TTSL telecom service on the GSM

platform arising out of the Tata Group's strategic alliance with Japanese telecom major

NTT DOCOMO in November 2008. Tata Teleservices has received a pan-India license

to operate GSM telecom services, under the brand TATA DOCOMO and has also been

allotted spectrum in 18 telecom Circles. TTSL and has already rolled out its services

invarious circles.

India is the fastest growing major mobile market in the world.Building on leading

position in the market,TTSL. Aims to capitalize on the growth potential to significantly

increase the subscriber base and market share. The telecomm sector is increasing day

by day and the competition is getting more and tougher. Initially tataservice was

providing CDMA and after tighup with DOCOMO they come up in GSM as

TATADOCOMO.

The project is about customer satisfaction for Tata Teleservices Limited with special

Reference to GSM prepaid customer in jodhpur city. As the title suggest , how the

customer is satisfied with the service of Tata teleservice through GSM prepaid mobile.

The primary objective of this rcsearch project is to find the satisfaction level of GSM

prepaid mobile user and to find out the reason why user prefer any particular

technology. The second objective was to study the features of the technology.

The research was carried out in survey method. The data for this research was collected

by two methods. Primary data was collected with the help of questionnaires and

interviews. Different questionnaires were used for GSM and non existing users.

Secondary data regarding company profile and GSM information was collected from

internet. The sampling technique used was random sampling. The sampling size was

200 for each GSM, non existing user.

Working for Tata teleservice tough for a limited period was a pleasure for me not only

because I worked for one of the largest company but also because I learnt a lot about

Tata. I came to know about the different behaviors of the customers.

INTRODUCTIONTheoretical FrameworkCustomer Satisfaction

The 21-century belongs to the service sector. The customer of yesteryear was a silent

person who uncomplainingly purchased the goods from the market place. There is a

new customer emerging today. Customer satisfaction can be defined as, customer

satisfaction is the feeling derived by the consumer when he compares the actual

performance of the product’s with the performance that he expects of it.

The measurement of the customer satisfaction typically begging when a company

realizes that their customer s are the people who provide the revenues that, hopeful, will

cover expenses. Most companies start by establishing a customer satisfaction baseline.

Then they taegat year by year improvement.

Understanding customer requirement and delivering superior quality goods and

services to achieve composer satisfaction lead to the retention and growth of the

customer.

General Idea about the satisfied customer :

Satisfaction is a persona’s feeling of the pleasure or disappointment. It is resulting from

comparing a product’s perceived performance with his or her expectations from it.

Satisfaction is more of an emotional concept. Today organization are aiming at high

satisfaction rather then at customer delight because customers who are just satisfied still

find it easy to switch over when a batter offers comes along. Those who are highly

satisfied are much less ready to switch over . high satisfaction or delight creates an

emotional bound with the brand and customer starts looking at an offering emotionally

and just rationally.

The aim of marketing is to meet and satisfy target customers needs and wants but

knowing customer is never simple. Customer may state their needs and wants but act

otherwise. They may not be in touch with their deeper motivations. They may respond

to influenchat to change their mind at the last minute. Some of today’s most successful

companies are raising expectation and delivering performanses to match. These

companies are aiming at TCS- Total customer Satisfaction.

Increasing competition (whether for-profit or nonprofit) is forcing businesses to pay

much more attention to satisfying customers. In a competitive marketplace where

businesses compete for customers, customer satisfaction is seen as a key differentiator

and increasingly has become a key element of business strategy.

Customer Loyalty

These four factors will greatly affect your ability to build a loyal customer base:

Products that are highly differentiated from those of the competition.

Higher-end products where price is not the primary buying factor.

Products with a high service component.

Multiple products for the same customer.

Loyal Customers and Loyal Workforces

Building customer loyalty will be a lot easier if you have a loyal workforce-not at all a

given these days. It is especially important to retain those employees who interact with

customers such as sales people, technical support, and customer-service people. Many

companies give a lot of attention to retaining sales people but little to support people.

The increasing trend today is to send customer-service and technical-support calls into

queue for the next available person. This builds no personal loyalty and probably less

loyalty for the firm. Before going this route, be sure this is what your customers prefer.

Instant Feedback

Recently, many organizations have implemented feedback loops that allow them to

capture feedback at the point of experience. For example, National Express, one of the

UK's leading travel companies invites passengers to send text messages whilst riding

the bus. This has been shown to be useful as it allows companies to improve their

customer service before the customer defects, thus making it far more likely that the

customer will return next time.

Listen to your customers.

Is there anything more exasperating than telling someone what you want or what your

problem is and then discovering that that person hasn’t been paying attention and needs

to have it explained again? From a customer’s point of view, I doubt it. Can the sales

pitches and the product babble. Let the customer talk and show them that you are

listening by making the appropriate responses, such as suggesting how to solve the

problem.

TOOLS FOR TRACKING AND MEASURING CUSTOMSR

SATISFACTION

Complain and suggestion systems:

A customer centered organization makes it easy for its customer to deliver suggestion

and complaints. Many restkaurents and hotels provide forms for guests to report what

they liked and disliked there. Some companies establish hot lines whit toll-free

telephone numbers. Companies are also adding Web pages E-mail to facilitate two way

communication

Satisfaction customer survey:

Studies show that although customer are dissatisfied with one out of every four

purchases, less than 5 percent of dissatisfied customer will complain. Most customers

buy less or switch over to other suppliers. Responsive companies measure customer

satisfaction directly by conducting periodic survey s. They send questionnaires or make

telephone calls to a random sample of recent customer.

Lost customers analysis:

Companies should contact customer who have stopped buying or who have switched

over to another supplier to learn why this happened. Not only it is important to conduct

exit interviws when customers first stop buying , but it is also necessery to monitor the

customer loss rate.

PROMOTIONAL ACTIVITIES

Promotion is fundamentally a tool to help apprise consumers of products and services

available to them. However, promotional activities today include various forms of

advertising as well as promotional gimmicks such as dirigibles at football games,

coupons, and frequent flier miles. The goal of promotion is no longer simply product

awareness, but brand awareness, product loyalty and even corporate image.

Many different promotions have come under criticism, particularly when they are

judged to be illegal or unfair. Bait-and-switch refers to the practice of advertising one

product at a low price, but having none of that product on hand when consumers arrive

to make the purchase. Conveniently, this technique results in the seller having other,

similar, more expensive products available.

Putting aside the issue of promotional activities that are illegal, there remain examples

of promotions that may be unscrupulous, or perhaps merely prejudicial. The potential

for this arises when promotional activities are not directly associated with the product

or service that is ostensibly being promoted. As an example, Virginia Slims sponsored

a women's tennis tournament for many years. The sport of tennis received the financial

backing, and the cigarette was associated with a popular sport and received

considerable publicity as its name was mentioned in legitimate sports coverage.

SOME WELL KNOWN WAYS OF PROMOTIONAL ACTIVITIES:-

Notes of Testimonials it gives the user a clear idea of how/what has been the

feedback of previous users.

Press Releases of company/product.

Mention of awards/ social activity/ donations/ welfare activities.

Personalized features like address book, message boards, newsletter,

newsgroups, mailing lists, e-mail, free space, chat room, cool pages, job

vacancy, links to various channels (news, stock/gold prices, entertainment,

sports, cultural)

Links to other sites respective to their field.

Ad-banners/ link exchange

Event promotion: taking advantage of upcoming festivals, concerts, events.

Promotional activities (gifts, discounts, free offers, coupons).

Multi Lingual site. If target audience is in other countries, than a web site in that

country's language becomes a must.

Need of the study

The present study is beneficial to TATA Teleservicesas it provides an integrated

compact and comprehensive report about response towards telecomm sector in

particular and overall organization activities in general. It also helps the

organization in analyzing the perception of individuals towards communication

business.

OBJECTIVES OF THE PROJECT

The objectives of this study/project as follows:

To study customer satisfaction level regarding the product and the product must

be known.

To study customer satisfaction level regarding the value added services. the

usage of the value added services is to be know by the organization in order to

implement new innovation in future services.

To study the customer satisfaction regarding the customer care services and

after sales service.

To study the benefits that the product was offering that the competitors were not

offering and to study if the customer were satisfied with the benefits

SCOPE OF THE STUDY

The study was conducted in the city of jodhpur to find out the level of customer

satisfaction of Tata users.

The scope of the study only was confined to find out customer satisfaction.

The studies proceed only on the prepaid customers of Tata communication.

The scope of the study covered an in-depth analysis of the satisfaction of the

customer in the city of JODHPUR.

The scope of the study is to analyze the brand preferences and consumer

perception.

The scope of the study is also to know, what the customer expect from the

company and what they provide.

PROMOTIONAL ACTIVITIES

Following Promotional Activities have been done:

Performed canopy activities and leaflet distribution for brand promotion as well

as product promotion.

Hired persons (male & female both) for A+ category outlet for the promotion of

product.

Leaflet distribution through newspapers.

Introduce GPRS pack to create demand in youngsters, eg. Rs. 10/day with 2GB

download.

Putting banners on autorikshaw for product promotion.

Launched Bangkok trip for retailer on SIM card sales target achievement.

(Target-1200 activation in two months; Bangkok trip either Rs.30, 000.)

Started lucky draw for customer for every SIM card purchased.

Created achiever club for retailers, that club will give discount on authorized

restaurants and hotels in Rajasthan.

For achiever club membership every retailer has to sale 200 Docomo SIM card every

month.

COMPANY PROFILE

TATA DOCOMO is Tata Teleservices Limited's TTSL telecom service on the GSM

platform arising out of the Tata Group's strategic alliance with Japanese telecom major

NTT DOCOMO in November 2008. Tata Teleservices has received a pan-India license

to operate GSM telecom services, under the brand TATA DOCOMO and has also been

allotted spectrum in 18 telecom Circles. TTSL and has already rolled out its services

invarious circles.

The launch of the TATA DOCOMO brand marks a significant milestone Indian

telecom landscape, as it stands to redefine the very face of telecoms in India. Tokyo-

based NTT DOCOMO is one of the world's leading mobile operators-in the Japanese

market, the company is clearly the preferred mobile phone service provider with a50

percent market share.

NTT DOCOMO has played a major role in the evolution of mobile telecommunications

through its development of cutting-edge technologies and services. Over the years,

technologists at DOCOMO have defined industry benchmarks like 3G technologies, as

also products and services like the i-mode TM, mobile payment and a plethora of

lifestyle-enhancing applications. Today, while most of the rest of the industry is only

beginning to talk of LTE technology and its possible applications, DOCOMO has

already started conducting LTE trials in physical geographies, not just inside

laboratories!

DOCOMO is also a global leader in the VAS (Value-Added Services) space, both in

terms of services and handset designs, particularly integrating services at the platform

stage. The Tata Group-NTT DOCOMO partnership will see offerings such as these

being introduced in the Indian market under the TATA DOCOMO brand.

TATA DOCOMO has also set up a 'Business and Technology Cooperation Committee,

comprising of senior personnel from both companies. The committee is responsible for

identification of the key areas where the two companies will work together. DOCOMO,

the world’s leading mobile operator will work closely with Tata Teleservices Limited

management and provide know- how on helping the company develop its GSM

business.

Despite being a late entrant, Tata Indicom, TTSL's CDMA brand, has already

established its presence and is the fastest-growing pan-India operator. Incorporated in

1996, Tata Teleservices Limited is the pioneer of the CDMA 1x technology platform in

India. Today Tata Teleservices Limited, along with Tata Teleservices (Maharashtra)

Ltd, serves over 37 million customers in more than 320,000 towns and villages across

the country offering a wide range of telephony services including Mobile Services,

Wireless Desktop Phones, Public Booth Telephony and Wire-line Services.

HISTORY

NTT Docomo holds 26% share in the jointly formed company. It has also emerged as

the first mobile operator in India to have re-introduced ‘per second’ pulse, after Loop

Mobile (formerly BPL Mobile) discontinued their 'pay per second' service which was

introduced in 2004.From October 2009 TRAI announced that TATA teleservice is

India's no.1 tele service brand Tata Teleservices Limited spearheads the Tata Group’s

presence in the telecom sector. The Tata Group had revenues of around US $75 billion

in financial year 2008-09, and includes over 90 companies, over 350,000 employees

worldwide and more than3.5million shareholders.

Incorporated in 1996, Tata Teleservices Limited is the pioneer of the CDMA 1x

technology platform in India. It has embarked on a growth path since the acquisition of

Hughes Tele.com (India) Ltd [renamed Tata Teleservices (Maharashtra) Limited] by

the Tata Group in 2002. It launched mobile operations in January 2005 under the brand

Tata

Indicom and today enjoys a pan-India presence through existing operations in all of

India’s 22 telecom Circles. The company is also the market leader in the fixed wireless

telephony market with its brand Walky. The company has recently introduced the brand

Photon to provide a variety of options for wireless mobile broadband access. The

company’s network has been rated as the ‘Least Congested’ in India for last five

consecutive quarters by the Telecom Regulatory Authority of India through

independent surveys.

Tata Teleservices Limited now also has a presence in the GSM space, through its joint

venture with NTT DOCOMO of Japan, and offers differentiated products and services

under the TATA DOCOMO brand name. TATA DOCOMO arises out of the Tata

Group’s strategic alliance with Japanese telecom major NTT DOCOMO in November

2008. TATA DOCOMO has received a pan-India license to operate GSM telecom

services—and has also been allotted spectrum in 18 telecom Circles. The company has

rolled out GSM services in 14 of India’s 22 telecom Circles in a quick span of under six

months. The company plans to launch pan-India operations by the end of FY 2009-10.

TATA DOCOMO marks a significant milestone in the Indian telecom landscape, and

has already redefined the very face of telecoms in India, being the first to pioneer the

per- second tariff option-part of its ‘Pay for What You Use’ pricing paradigm. Tokyo-

based NTT DOCOMO is one of the world’s leading mobile operators-in the Japanese

market, the company is the clear market leader, used by over 50 per cent of the ountry’s

mobile phone users.

Today, Tata Teleservices Limited, along with Tata Teleservices (Maharashtra) Limited,

serves over 58 million customers in more than 410,000 towns and villages across the

country, with a bouquet of telephony services encompassing mobile services, wireless

desktop phones, public booth telephony, wire line services and enterprise solutions.

In December 2008, Tata Teleservices Limited announced a unique reverse equity swap

strategic agreement between its telecom tower subsidiary, Wireless TT Info-Services

Limited, and Quippo Telecom Infrastructure Limited-with the combined entity kicking

off operations in early 2009 with 18,000 towers, thereby becoming the largest entity in

this space-and with the highest tenancy ratios in the industry. The WTTIL-

Quippo combine is targeting over 50,000 towers by the end of FY 2010-11.

SMS offers

AP - Pay for the First 3 Local SMS everyday and get the next 150 Local SMS free for the day

KK - Pay for the First Local/ National SMS everyday and get the next 100 Local/ National SMS free for the day

TN - Pay for the First 3 Local SMS everyday and get the next 750 Local SMS Free for day Pre-STD, ISD and National Roaming without rental.

Automatic alerts when your Balance is Low.

VISION

We will leverage our strength in executing complex global- scale projects to make

leading edge information and communication servies affordable by all individual

consumers and business in india. We will offer unparalleled valu to create customer

delight and enhance business productivity. We will also generate value for our

capabilities beyond indian borders while enabling millions of India’s knowledge

workers to deliver their services globally.

Market Competitors of Tata Docomo:-

Airtel

Reliance Communication

BSNL

Idea

Aircel

Vodafone

SERVICES & NETWORK AVAILABLE:

Currently, Tata Docomo mobile services available in these following circles:

Bihar & Jharkhand

Tamil Nadu

Orissa

Andhra Pradesh

Karnataka

Kerala

Kolkata

Maharashtra & Goa

Madhya Pradesh

Chhattisgarh

Haryana

Chennai

Eastern Uttar Pradesh

Western Uttar Pradesh

Punjab

Rajasthan ,Recently Launched

Rest of West Bengal, Recently Launched.

MARKETING STRATEGY

Tata Docomo appears to be banking heavily on its tariff plans – the company is

offering a 1 second pulse instead of the usual 1 minute pulse that other telecom

operators are offering. This means that consumers are charged on a per second basis,

instead of a per minute basis, and end up saving money on unused seconds. A nifty

little application “How much can you really save” on Docomo’s website explains how

this works. Rs. 0.01/second is a marked change from the Re 1/min and Rs. 0.49/min

charges that usually applies.

Now while this plan might sound unique, it isn’t that it hasn’t been tried before: back in

2004, Tata Indicom had launched 1 second pulse plans, which going by their current

plans, appears to have been shelved.

• Tata Indicom storms pr-paid market launches True Paid

• True Paid symbolizes the only "honest and transparent" pre-paid offering available

In India

• True Paid is India's first T-SIM based mobile service offering optimum value for

Money

• Tata Indicom launches 2 T-SIM-enabled and 4 non T-SIM-enabled handsets.

MARKETING MIX

4P’S OF MARKETING MIX :

Product

Price

Place

Promotion.

PRODUCT :

TATA DOCOMO having good range of services. Tata Docomo provides both postpaid

and prepaid services. Tata Docomo having good quality network which provides clarity

in voice.

PRICE :

It having attractive tariff plan: TATA DOCOMO having 1paisa /sec it is applicable for

both prepaid and postpaid.

PLACE

It having good range of channels of distribution: As Tata already exist in this field of

telecommunications as Tata Indicom. It has wide range of channels of distribution to

sell TATA DOCOMO services.

PROMOTION :

Advertising: TATA DOCOMO following different style of advertising pattern in TV’s

and newspapers. Due to that reason it was reaching public very fast.

ADVERTISING MEDIA CHANNELS :

India - Tata Docomo, the youngest among telecom players in India to offer GSM, is

Presently banking on its services to garner visibility and a share in the telecom pie.

The launch of Tata Docomo also announced the intention of the brand to associate with

the thought 'do'. Tata Docomo, for the first time in the country, offered pay-per-second

billing; though other telecom providers have followed suit since.

The company has carried out a few adverts that highlight the brand's unique features

and some other topical advertising during Ganesh Chaturthi and Diwali.

The latest from the GSM provider is the 'Friendship Express' TVC. The ad opens inside

train, where everyone is doing their own thing. A couple of the travelers don't like the

solemn mood and start humming the Docomo tune. Slowly and steadily, others pitch in

and soon most of the train is singing along. The ad ends with the super, 'Why walk

alone when we can dance together'.

SWOT ANALYSIS

STRENGTH

WEAKNESS

OPPORTUNITIES

THREATS

STRENGTHS:-

First to introduce seconds’ tariff plan (seconds pulse)

Good brand image of Tata services

Having large variety of plans

Plans are affordable by any common person.

TYPE :

Pulse rate 1 sec

Price pack Rs.49

Validity life long

CALL RATES:

Local rates paisa/sec

Tata Docomo 1

Tata CDMA 1

Other GSM 1

Landline/CDMA 1

STD rates

Tata Docomo 2

Tata CDMA 2

Other GSM 2

WEAKNESS:-

Signal strength.

Postpaid connections are not available as of now.

Customer services are not satisfactory.

Concentrating only on rural areas.

OPPORTUNITIES:-

Have a great opportunity to expand its services.

To introduce any new plans for internet users.

Introduce 3G compatible services.

To introduce new combined plans like, SMS, Internet, Calling integrated offers.

THREATES:-

If signal strength is not increased it may lead to change in the network service by the

customers.

Tata has to clarify whether this 1ps/sec will continue till its lifecycle.

Heavy competition from all other network providers.

RESEARCH DESIGN AND METHODLOGY

Research Description

A research design is the determination and start of the general approach and strategy

adopted for a particular study or project. The research has undertaken a comprehensive

plan of the sequence of operation for the descriptive study to achieve the research

objectives with the arrangement of condition for collection and analysis of data.

Methodologies

The methodologies of the study are following:

Developing the problem and research objective.

Developing the research plan for collection information.

developing sequential questionnaire to gather or collect data.

Implementing the research plan- collecting and analyzing the data.

Sampling

The term sampling means a part of population or subset from a set of unit which is

provided by some process or other usually by deliberate selection with the object of

provided by some process or other usually by deliberate selection whit the object of

investigating the properties of the parent population is impossible task hence sampling .

the survey that is carried on using the given sample is called as survey there are

methods of sampling used for different methods of sampling used researcher.

The concept of sampling can be explained with an examination of the tea testing when

a person takes a sip of tea .He is actually testing the whole tea by testing of a part of it.

In sampling instead of examining all the time only a few are examined as representation

and the conclusion are draw.

Sampling Design:

In this research the convenience sampling is used which is essentially a non-

probability sampling. Here the researcher select the easiest members from which to

obtain information and persuading them to become customer of the company .The

researcher used his judgment to select population member who are good prospect for

the company. The respondent are surveyed as per their convenience those who can be

the prospect for becoming customer.

Sampling Unit

This combines all those segment of the society who can be the prospects of becoming

customer. Some of them are who come at web world to pay the bill and for some

queries etc. each of them are being targeted as per the convenience residing in Jodhpur.

Sample Frame

Two different sets of Questionnaire were prepared for interviewing the prospects. The

one was for the existing TATA customer and other for ordinary customers who were

using the competitors service.

In total 200 questionnaires were completed who can be considered to be the prospect by

the researcher.

Sample Size

The sample size of the respondents was taken as 200 considering the scope and

constraints of the study.

The sample size selected for this study appears to be adequate.

Field work

The fieldwork was conducted for a period of 60 days in jodhpur. The interview and

presentation mode by researcher was carried for the duration of about 20 minutes.

SOURCE AND METHOD OF DATA COLLECTION

The research was carried out with the help of types of data namely:

Primary Data :

In it we study various steps that are generally adopted by researcher in studying a

research problem along with the methodology of research a long and

The method of data was the way of survey method. This is this is the process where

first hand information was collected. The research derives it after completing certain

activities. This process is highly time consuming and also expensive. Under the survey

method of collecting primary data a detailed examination is carried out to go get the

require data. This was done by personal interview of the respondents. For that,

questionnaire is prepared and the person to be interviewed is questioned on its basis.

The method opted by me in this research was personal interview method. For this very

purpose I had prepared the questionnaire the was directed towards the customer of tata

docomo prepaid mobile in jodhpur city. The basic reason to interview to know the

satisfaction level of the TATA DOCOMO prepaid mobile users.

Secondary Data

The secondary data is readily complied data from statistical statements reports etc.The

data can be obtained from either published or non published sources www.Tata

docomo.com.

LIMITATION

Geographical Constraints

Sample size was restricted to jodhpur city as it was difficult to approach people

outside that because of time constraint. So sample size was limited.

Improper decision- many respondent could not have sufficient time to answer/

fill the questionnaire.

Inadequate information- some of the questions were not answered/ filled

properly or accurately.

Time limitation- we/ I had only 50 working days time for project it was

insufficient to reach every segment and prospect.

Limitation of the study

The study was limited to Tata docomo prepaid mobile user only.

The study was limited only to know the level of satisfaction of the prepaid Tata

customer and no further action was taken to make them satisfied if they were

not satisfied.

The study was limited to only sixty days so each and every aspect of satisfaction

could not be covered.

The management did not disclose the confidential data.

PRESENTATION, ANALYSIS AND

INTERPRETATION OF DATA

Q1) Are you using mobile?

96.5

3.5

1 2 3 4

Interpretation

The above graph shows that 96.5%people are using mobile and 3.5% people are not

using mobile.

ANSWERS NO.OF RESPONDENTS

PERCENTAGE%

a YES 193 96.5

b NO 7 3.5

Q2) Does it really matter whether you go for GSM or CDMA?

ANSWER NO.OF

RESPONDENTS

PERCENTAGE %

a YES 167 83.5

b NO 33 16.5

83.5

16.5

1 2

Interpretation

The above graph shows that people are more concerned about the technology they are

using.83.5% users are concerned about technology. And 16.5% users have no concern

from that.

Q3) How would you rate the voice clarity of your GSM mobile connection?

ANSWER NO.OF RESPONDENTS

PERCENTAGE %

a Excellent 32 16

b Good 113 56.5

c Average 43 21.5

d Bad 9 4.5

e Worst 3 1.5

16

56.5

21.5

4.51.5

0

10

20

30

40

50

60

1 2 3 4 5

Series1

Interpretation

The above graph shows the rating given by GSM mobile users to the voice quality.16%

GSM users are delighted with quality and 56.5% users are satisfied with that.

Q4) How would you rate network coverage strength on GSM mobile connection?

ANSWER NO.OF RESPONDENTS

PERCENTAGE %

a Excellent 93 46.5

b Good 63 31.5

c Average 34 17

d Bad 10 5

e Worst 0 0

46.5

31.5

175

0

1 2 3 4 5

Interpretation The above graph depicts the coverage strength experienced by the GSM users. GSM

users are getting better coverage strengths. 46.5% GSM users are highly satisfied with

network coverage. 31.5% users are satisfied, 5%are not satisfied with that.

Q5) How would you rate supplementary facilities like call wait, call hold, call forward,

call divert, call conference on GSM mobile connection?

ANSWER NO.OF RESPONDENTS

PERCENTAGE %

a Excellent 48 24

b Good 76 38

c Average 68 34

d Bad 8 4

e Worst 0 0

24

38

34

40

1 2 3 4 5

Interpretation The above graphs shows the satisfaction level of GSM mobile users .24% users are

highly satisfied, 38% are satisfied, 34% are find it average and 4% are dissatisfied

with supplementary services offered to them.

Q6) How would you rate the Internet connectivity and data transfer service on GSM?

ANSWER NO.OF RESPONDENTS

PERCENTAGE %

a Excellent 60 30

b Good 77 38.5

c Average 45 22.5

d Bad 13 36.5

e Worst 5 2.5

30

38.522.5

36.5

2.5

1 2 3 4 5

Interpretation

Still many people are not aware of internet services offered to them by their services

provider .GSM users are more satisfied with the internet and data services offered to

them then other competitors. 30% users are highly satisfied, 22.5% are found it

average, and 36.5% are nit satisfied with that.

Q7) How would you rate security and confidentiality regarding call theft on GSM

mobile connection?

ANSWER NO.OF RESPONDENTS

PERCENTAGE %

a Excellent 25 12.5

b Good 79 39.5

c Average 75 37.5

d Bad 16 8

e Worst 5 2.5

12.5

39.537.5

8 2.5

1 2 3 4 5

Interpretation

The above graph shows that security and confidentiality regarding call theft on GSM

mobile connection is good as number of respondents consider it at satisfactory level.

39.5%users find it good,37.5% users find it average, and 8% users find it not at

satisfactory level.

Q8) How would you rate dual personal and business number facility on GSM mobile

connection?

ANSWER NO.OF RESPONDENTS

PERCENTAGE %

a Excellent 20 10

b Good 84 42

c Average 73 36.5

d Bad 19 9.5

e Worst 4 2

10

4236.5

9.5 2

1 2 3 4 5

Interpretation

Although 10% find it excellent but 42% users find it good, 36.5% users find it average,

9.5% find it bad and 2% find it not satisfactory .

Q9) ) How would you rate the price of your GSM handsets compared to CDMA?

ANSWER NO.OF

RESPONDENTS

PERCENTAGE

a Expensive 90 45

b Cheaper 45 32.5

C Same as CDMA

handset

65 22.2

45

32.5

22.2

1 2 3

Interpretation

Very less 32.5% users said that GSM handsets are cheaper. Majority of GSM users

i.e.45% said that GSM handsets are more expensive than CDMA handset.

Q10) How would you rate tariff rate of your Tata Docomo prepaid connection?

ANSWER NO.OF RESPONDENTS

PERCENTAGE

a Excellent 15 7.5

b Good 65 32.5

c Average 85 42.5

d Bad 25 12.5

e Worst 10 5

7.5

32.5

42.5

12.55

1 2 3 4 5

Interpretation

7.5% Tata Docomo mobile users find it excellent, majority of users 42.5%find it

average, 12.5% are not satisfied with it.

Q11) ) How would you rate STD tariff plans of Tata Docomo communication?

ANSWER NO.OF RESPONDENTS

PERCENTAGE %

a Excellent 75 37.5

b Good 85 42.5

c Average 35 17.5

d Bad 5 2.5

e Worst 0 0

37.5

42.5

17.52.5 0

1 2 3 4 5

Interpretation

The above graph shows that 37.5% respondents are delighted with the STD tariff plans.

42.5%are satisfied with that.17.5% find it average and 205% are not satisfied with it.

Q12) How would you rate the customer care service of Tata Docomo mobile

connection?

ANSWER NO.OF RESPONDENTS

PERCENTAGE %

a Excellent 17 8.5

b Good 35 17.5

c Average 74 37

d Bad 46 23

e Worst 28 14

8.5

17.5

37

23

14

1 2 3 4 5

Interpretation

When I asked the customers of Tata Docomo about the services of Tata Docomo

customer care 17% said that it is excellent. And most of customers find it average.

Some of them said they are not satisfied with their services.

Q13) How would you rate the overall performance of GSM technology based on your

experience with it?

ANSWER NO.OF RESPONDENTS

PERCENTAGE %

a Excellent 16 8

b Good 75 37.5

c Average 79 39.5

d Bad 23 11.5

e Worst 7 3.5

8

37.5

39.5

11.5 3.5

1 2 3 4 5

Interpretation

37.5% people find it good and majority of people find it average. There are some

people who are not having the good experience with that.

Q14)According to you what is the biggest strength of GSM mobile?

31

28

24

17

1 2 3 4

Interpretation

Majority of GSM users consider good voice clarity as the biggest strength of GSM.

According to 17% of users lesser chances of handset theft is the biggest strength of

GSM.24% of users say that cheaper handset with more features make GSM a popular

choice.

ANSWER NO.OF RESPONDENTS

PERCENTAGE %

a Voice clarity 62 31

b Cheaper internet facilities with less expensive handsets

56 28

c Cheaper handset with more features

48 24

d Less chances of handset theft

34 17

Q15) According to you what is the biggest weakness of GSM mobile?

ANSWER NO.OF RESPONDENTS

PERCENTAGE %

A Less flexibility of changing service provider

79 39.5

b International roaming very limited

121 60.5

39.5

60.5

1 2

Interpretation

The majority of users said that the biggest weakness of GSM is the limited international

roaming facility.

Q16) Based on your experience with GSM technology are you likely to recommend

GSM technology to your friends and relatives who may be planning to purchase a new

mobile?

ANSWER NO.OF RESPONDENTS

PERCENTAGE

a Yes 89 44.5

b No 41 20.5

C Can’t say 70 35

44.5

20.5

35

0

5

10

15

20

25

30

35

40

45

50

1 2 3

Series1

Interpretation

44.5% users will like to recommend the GSM technology to their friends and

relatives.20.5% users would not recommend it to their friends, and 35% are not sure for

that.

Q17) I s Tata Docomo prepaid voucher easily available at retailer outlet?

ANSWER NO.OF RESPONDENTS

PERCENTAGE

a Yes 102 51

b No 46 23

C Sometimes not available

52 26

51

2326

0

10

20

30

40

50

60

1 2 3

Series1

Interpretation

Majority of respondents 51% found prepaid voucher easily available at retail outlet,

23% say that it is not easily available, and 26% found it not available at sometimes.

Q18) ) How would you rate international roaming facility on GSM mobile connection?

ANSWER NO.OF RESPONDENTS

PERCENTAGE %

a Excellent 15 7.5

b Good 44 22

c Average 50 25

d Bad 56 28

e Worst 35 17.5

7.5

2225

28

17.5

0

5

10

15

20

25

30

1 2 3 4 5

Series1

Interpretation

Majority of people find international roaming facility is not satisfactory.22% find its

good 28% find its not satisfactory.

Q19) Do you think GSM will dominant in the future?

ANSWER NO.OF RESPONDENTS

PERCENTAGE

a Yes 66 33

b No 65 32.5

C Can’t say 69 34.5

33

32.5

34.5

31.5

32

32.5

33

33.5

34

34.5

35

1 2 3

Series1

Interpretation

33% users consider that GSM will be dominant in the future.32.5% don’t consider

so.34.5% users remain silent on this question.

FINDINGS

It is found that TATA Teleservices is the first company to launch prepaid 1 pec.

p/sec. services in the country.

The call rates are found to be at par with the other competitors.

The availability of the recharge voucher was found good. But some time it is

not available.

Most of the respondents found the customer care service is not satisfactory.

Nearly all the respondents told that Quick Problem Solving is desirable quality

in the customer care Executives.

The queries and problem of the customer were solved but not immediately,

there is a scope for improvement.

More stress was given on customer acquisition then satisfying the Existing

customers.

While conducting a survey it was found that still many people are not aware of

the term GSM and CDMA even they basic difference between them.

The voise clarity of GSM is batter than CDMA. When CDMA phones are near

any digital or magnetic instrument the poor crack due to interference and also

cross connection problems are faced by some of the users.

GSM users are satisfied with good coverage strength anywhere.

Many people who are interested in internet connectivity and data transfer

services get attracted to GSM . As internet connectivity and data transfer is

cheaper with GSM.

It is found that international roaming facility is not so good as is should be.

Supplementary facilities like call wait call forward, call hold, call divert, call

conference is satisfied the users.

It is found that overall performance of GSM technology is good.

SUGGESTION

The availability of recharge voucher should be made available when required by

the customers. As this give the good impression about the company.

The network coverage is another asset for the company’s image, which needs to

be preserved in future.

THE overall image of the customer care services was found to be good but with

some loopholes related to delays in problem solving.

The company should be more prompt in handling the queries and problem of

the customer, which is vary essential for the prepaid card so as to retain the

customers with the company in future.

The customer care executives should be more efficient in handling the customer

and also more friendly and polite their conversation ,while dealing with the

customer.

After sales service is required to be maintained properly, which is not up to the

mark.

Call rates is affordable so it should be maintained at this level.

Many people are using mobile, but majority of them are not aware of the

technology they are using . many tine it happens that a person doesn’t know

which technology satisfied his need. Hence awareness should be created among

them regarding advantages and differences in the technology.

Supplementary facilities like call wait, call forward, call hold, call divert, call

conference should be made more effective to attract customers.

CONCLUSION

After analyzing and interpretation of the various graphs and findings I have arrived at

the conclusion that the overall satisfaction level of GSM prepaid customer is good. In

some reference and in other they are not satisfied. As TATA communication is a brand

name in itself so customer feel good for that and also expects a lot from that. And when

their expectations don’t match with company service, whatever they provide, they

become dissatisfied.

For long run process brand image and price plays a vary important role in success and

elements of brand equity are:

The awareness it enjoy, the advertising viewer ship it has the image or perceived

quality in the mind of customer, advertising association and symbol. Successful

development of brand equity that drives the mark position, persisting over long period

of time and is capable of resisting competitors.

The new competition is not between what companies produce in their factories, but

between what value they add to their products in the form of maximum customer

satisfaction, after sales service etc.

I wish that company would achieve its goal with all their efforts.

ANNEXURE

Questionnaire

Personal details:-

Name:-

Address:-

Occupation:-

Gender: - Male ( ) Female ( )

Q1) Are you using mobile?

a) Yes b) No

Q2) Does it really matter whether you go for GSM or CDMA?

a) Yes b) No

Q3) How would you rate the voice quality of your GSM mobile connection?

a) Excellent b) Good

c) Average d) Bad

e) Worst

Q4) How would you rate network coverage strength on GSM mobile connection?

a) Excellent b) Good

c) Average d) Bad

e) Worst

Q5) How would you rate supplementary facilities like call wait, call hold, call forward,

call divert, call conference on GSM mobile connection?

a) Excellent b) Good

c) Average d) Bad

e) Worst

Q6) How would you rate international roaming facility on GSM mobile connection?

a) Excellent b) Good

c) Average d) Bad

e) Worst

Q7) How would you rate internet connectivity and data transfer service on GSM?

a) Excellent b) Good

c) Average d) Bad

e) Worst

Q8) How would you rate security and confidentiality regarding call theft on GSM

mobile connection?

a) Excellent b) Good

c) Average d) Bad

e) Worst

Q9) How would you rate dual personal and business number facility on GSM mobile

connection?

a) Excellent b) Good

c) Average d) Bad

e) Worst

Q10) How would you rate the price of your GSM handsets compared to CDMA?

a) Expensive b) same as CDMA handsets

c) Cheaper

Q11) How would you rate tariff rate of your Tata Docomo prepaid connection?

a) Excellent b) Good

c) Average d) Bad

e) Worst

Q12) How would you rate STD tariff plans of Tata Docomo communication?

a) Excellent b) Good

c) Average d) Bad

e) Worst

Q13) How would you rate the customer care service of Tata Docomo mobile

connection?

a) Excellent b) Good

c) Average d) Bad

e) Worst

Q14 How would you rate the overall performance of GSM technology based on your

experience with it?

a) Excellent b) Good

c) Average d) Bad

e) Worst

Q15) According to you what is the biggest strength of GSM mobile?

Voice clarity

Cheaper internet facilities with less expensive handsets

Cheaper handsets with more features.

Less chances of handset theft.

Q16) According to you what is the biggest weakness of GSM mobile?

Less flexibility of changing service provider.

International roaming very limited.

Q17) Based on your experience with GSM technology are you likely to recommend

GSM technology to your friends and relatives who may be planning to purchase a new

mobile?

a) Yes b) No c) can’t say

Q18) Do you think GSM will dominant in the future?

……………………………………………………………………………………………

.

Q19) Is Tata Docomo prepaid voucher easily available at retailer outlet?

……………………………………………………………………………………………

.