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Research Project Report
On
CONSUMER BEHAVIOUR IN CELLULARSERVICES WITH SPECIAL REFERENCE TO
AIRTEL AT GHAIABA!" NCR
Submitted for the partial fulllment of theAward
Of
Master o# B$s%nessA&'%n%strat%on
!EGREE(Session : 2015 - 2016)
SUBMITTE! B(
Sparsh Sin!hal1"0#2$010$
UN!ER THE GUI!ANCE OF
%r& Sarthi 'ouda
!epart'ent o# B$s%ness A&'%n%strat%on ABES ENGINEERING COLLEGE) GHAIABA!
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AFFILIATE! TO
!R" A"P"*" AB!UL +ALAM TECHNICAL UNIVERSIT( ,FORMERL( UTTAR PRA!ESH TECHNICALUNIVERSIT(-) LUC+NOW
Declaration
I “Sparsh Singhal” hereby declare that the work which is being presented in this report
entitled “ CONSUMER BEHAVIOUR IN CELLULAR SERVICES WITH
SPECIAL REFERENCE TO AIRTEL AT GHAZIABAD NCR” is an authentic
record of my own work carried out under the supervision of Mr.“Sarthi Gouda”.
The matter embodied in this report has not been submitted by me for the award of any
other degree !iploma "ertificate.
!epartment of #usiness $dministration %ame of Student& Sparsh Singhal
!ate&
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Certi!icate
This is to certify that the work which is being presented in this report entitled
CONSUMER BEHAVIOUR IN CELLULAR SERVICES WITH SPECIAL
REFERENCE TO AIRTEL AT GHAZIABAD NCR” is an authentic record of thestudent carried out under my supervision. The statements made by the candidate are
correct to the best of my knowledge.
'rof. (!r.) *. +.Singhal %ame of Supervisor& Mr. Sarthi Gouda
,ead& !epartment of #usiness $dministration
!esignation& Senior manager
corporate relations
!ate& !ate&
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DATE/
PLACE/ GHAZIABAD "SPARSH SINGHAL(
Content Pa'e
C#a$ter, Pa'e No
C#a$ter I 00
0. Introduction of the topic 111
2. %eed of the study 1113. Scope of study 111
4. 5b6ective of study 111
C#a$ter II 0000
0. *eview of 7iterature 111.
C#a$ter III 0000
0. *esearch Methodology (sample si8e- instrument used- methods of data "ollection)
11.
2. 7imitation 111.
C#a$ter IV
0000
0. !ata $nalysis 9 Interpretation
111..
C#a$ter V
0000
0. "onclusion 9 Suggestion
111...
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C#a$ter VI
0000
0. #ibliography (if any) (please refer to the sample format given below.)
1111
C#a$ter VII
0000
1 $ppendices (if any)
1111
CHAPTER I
0. I%T*5!:"TI5%
2. %;;! 5< T,; ST:!=
3. S"5'; 5< T,; ST:!=
4. 5#>;"TI?; 5< T,; ST:!=
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1INTRODUCTION
Intro+.ction o! t#e ,t.+2/
The pro6ect aim is understanding the “"5%S:M;* #;,$?I5:* I%
";77:7$* S;*?I";S IT, S';"I$7 *;
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C.,to%er Ba,e
H-3HD-434 GSM mobile and 2-30A-BDA telemedia customers
(Status as at month ended March- 2D0B)
O$erational
Net*or)
'rovides GSM mobile services in all the 23 telecom circles in
India- and was the first private operator to have an all India
presence.
'rovides telemedia services (fi/ed line) in A4 cities in India.
Re'i,tere+ O!!ice
#harti $irtel 7imited
%ew !elhi F 00D D3D
Tel. %o.& A0 00 40 DDD
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S.4,cri4er Ba,e
The $irtel subscriber base according to "5$I F "ellular 5perator $ssociation of India
as of May 2D0B was&
• !elhi K 4D-BB-HD4
• Mumbai K 24-C-D0
• "hennai K 0C-23-B32
• +olkata K 0C-B2-C3C
• Maharashtra 9 Goa F 43-4B-A4B
• Gu6arat F 3D-D4-C24
• $ndhra 'radesh K B-0-332
• +arnataka K H3-0-BDD
• Tamil %adu K 42-0C-HDB
• +erala K 0H-D3-2AC
• 'un6ab K 32-3A-2DD
• ,aryana K 0D-H-AAD
• :ttar 'radesh (est) K 0-24-DD0
• :ttar 'radesh (;ast) K 3C-AH-2HC
• *a6asthan K 42-42-DD
• Madhya 'radesh K 3D-C4-HH
• est #engal 9 $ndaman and %icobar K 20-D-03
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PRODUCT PROFILE
Pre$ai+/
"onsumers can enter the world of limitless possibilities with $irtel 'repaid. The service
that helps customers- give words to every feeling- an e/pression to every emotion.
Feat.re,
,ere are some of the many advantages that %ew $irtel 'repaid brings customers.
0. Total "ost "ontrol
2. 're activated ST!IS! without deposits or rentals
3. Strong %etwork coverage
4. Instant #alance and ?alidity ;nLuiry
B. *echarge your $irtel 'repaid
. 'repaid *oaming
H. More with $irtel 'repaid
C. *each us $nytime $nywhere
Total Co,t Control
"ustomers can control their $irtel 'repaid like never before. %o more rentals or
deposits K simply recharge as much as they need to from as low as *s. 0D- to as high as
*s. 0D-DDDF.
Pre acti5ate+ STD&ISD *it#o.t +e$o,it, or rental,
"ustomers can now en6oy a preFactivated ST!IS! on their $irtel 'repaid. %o more
paying deposits or having a minimum balance in their account to make an ST!IS!
call. ,assleFfree calls are here to stay for more information on ST!IS! rates in their
circle new.
Stron' Net*or) Co5era'e
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"onsumers would in their own city. hile traveling abroad "onsumers can receive calls
9 send or receive SMS.
More *it# Airtel Pre$ai+
$irtel brings consumers- a wide range of Services that will change the way they
communicate. "onsumers can try them and discover a whole new world of fun and
e/citement.
Po,t$ai+/
7ife becomes much simpler with the $irtel 'ostpaid. It gives consumers the unlimited
freedom to reach out to people in their special way.
Feat.re,
"onsumers can check out the e/citing features they can en6oy with an $irtel 'ostpaid
"onnection&
;asy #illing
;asy 'ayment 5ptions. $nytime- $nywhere.
"redit 7imit
Strong %etwork "overage
7ong !istance "alling
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Ea,2 Billin'
"onsumers can en6oy a host of rich features only with $irtel eFbill.They have to
*egister free on QMy $irtelN section and view their monthly bill with call details for last
three months. Sort their calls between personal and official or analy8e their usage- at the
click of a button.
Ea,2 Pa2%ent O$tion, An2ti%e An2*#ere
"onsumers can choose from a host of convenient payment options only with
$irtel.They have to alk into any $irtel relationship centre and make their payments by
cash or credit card.
Stan+in' In,tr.ction,
"onsumers can give standing instructions to debit their credit card account for their
monthly $irtel bills. $ll they have to do is fill the Standing Instruction
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$irtel has introduced J$nywhere paymentJ that offers consumers the convenience of
making payments while they roam.They can walk in to any $irtel *elationship "entre
in the country- make payments by cash or credit card and en6oy uninterrupted $irtel
Services.
Cre+it li%it
"onsumerNs preFset credit limit mentioned on their monthly bill helps them keep their
mobile charges in control- keeps track of their usage and ensures that their mobile phone
is not misused. Should they e/ceed their credit limit-They will be informed via a voice
or a nonFvoice message to make an interim payment and reduce their account balance
below their credit limit.
"onsumers may also choose to pay an additional refundable deposit to enhance their
credit limit or opt for convenient payment method of "redit "ard Standing
instruction .They can also make use of ;"S facility.
Stron' Net*or) Co5era'e
"onsumers can en6oy complete clarity when calling with $irtel .It offers them world
class technology and unbreakable network coverage that spans over 23 circles across the
country.
Lon' Di,tance Callin' Facilit2.
"onsumers can call long distance calls in India and 5verseas with ST! IS! facility on
their $irtel phone.
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Wi+e,t Roa%in' 7 National an+ International
$irtelJs roaming service allows consumers to stay connected and use their mobile phone
to make or receive calls from almost anywhere in India and also over 0D countries-
abroad.
GPRS 7 Roa%in'
"onsumers can use $irtel 'ostpaidJs G'*S services- while roaming- to access the
internet and office mails (eg. #lack#erry services)- from almost anywhere in India and
abroad.
Co%$etitor, o! t#e or'ani3ation
In Gha8ibad %"*- $irtel will face competition from ?oadafone- Idea-#S%7- *eliance
and - Tata Indicom.
I+ea/ Idea "ellular is a wireless telephony company operating invarious states in India.
It initially started in 0AAB as a 6oint venture between the Tatas- $ditya #irla Group and
$T9Tby merging RJings "ellularJR operating in Madhya'radesh- :' est- *a6asthan
and Tata "ellular as well as#irla $T9T "ommunications.Initially having a very limited
footprint in the GSM arena-the acLuisition of ;scotel in 2DD4 gave Idea a truly panF
India presence covering Maharashtra- Goa- Gu6arat-$ndhra 'radesh- Madhya 'radesh-
"hhattisgarh- :ttar'radesh (;ast and est)- ,aryana- +erala- *a6asthan and!elhi
(inclusive of %"*) H.The company has its retail outlets under the RIdea nJ :Rbanner.
The company has also been the first to offerfle/ible tariff plans for prepaid customers. It
also offersG'*S services in urban areas.
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Reliance/ *eliance "ommunications (formerly *eliance Infocomm)-along with
*eliance Telecom and
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Vo+a!one/ ?odafone "ommunication- previously ,utchison ;ssar is a
cellularoperator in India that covers 20 telecom circles in India.!espite the official
name being ?odafone "ommunication- itsproducts are simply branded ?odafone.
It offers bothprepaid and postpaid GSM cellular phone coveragethroughout India and is
especially strong in the ma6ormetros.?odafone "ommunication provides 2G services
based on ADD M,8and 0CDD M,8 digital GSM technology- offering voiceand data
services in 20 of the countryJs 23 license areas
Tata Co%%.nication& Tata Teleservices 7imited (TTS7) is a part of the Tata Group
of companies- an Indian conglomerate. It runs under the brand name Tata
"ommunication in India- in various telecom circles of India.
The company forms part of the Tata GroupJs presence in the Telecommunication
Industry in India- along with Tata Teleservices (Maharashtra) 7imited (TTM7) and
T$T$ "5MM:%I"$TI5%S 7T!. It was founded in the year 2DDD and its chairman is
Mr. *atan Tata. In
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demand elastic- relating customers and maintaining brand loyalty amongst them is a
very challenging task for the companies. In the introduction “M5#I7;
'5*T$#I7IT=” has worsted the situation even more.So there was a need to understand
the behavior of consumer in this dynamic enviournment. The study aims at
understanding consumer behavior across the industry.
W#2 St.+2 Con,.%er Be#a5ior:
The study of consumer behavior provides companies with valuable information about
its consumers and prospects- including probable likes and dislikes- spending patterns
and motivators to purchase. This information helps companies time product launches
and sales promotions- schedule customer service staff and more.
Mar)etin' Strate'2
"onsumer research allows companies to market more effectively by including images
and te/t designed to resonate with a target demographic and by scheduling those ads
during certain shows or time slots. $s well- understanding behavior may lead to changes
in the design of a pilot product- a productJs packaging or its position within the store.
:nderstanding why customers buy what they do also helps a company create campaigns
to encourage repeat purchase and referrals.
;SCOPE OF THE STUD9
The scope of the study entitled R"onsumer behaviour with particular reference to $irtel
in Gha8iabad. %"* R is to understand what the consumer want- how they make the
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various choice decision or what are their sources of information and influence process
etc.
!uring my eight week training in $irtel in Gha8iabad. %"*- I found the following
scope- which are greatly related to my study F
(i) I got various practical information which should be helpful in building career as
an M#$.
(ii) To develop public relations in Market.
(iii) To get a perfect knowledge about the strategies for holding potential customers.
(iv) To get information about various managerial levels and their functions.
(v) This research is useful for $irtel to understand the e/pectations and
reLuirements of customers to serve them in a better way.
(vi) To analy8e the customer opinion and satisfaction with specific reference to $irtel.
(vii) To suggest some guidelines to $irtel in order to provide better focused service.
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(iv) To identify the dominating as well as abstaining factors of customers which has
influential impact for availing the mobile services.
(v) To identify the customers on the basis of area- age and income group and
occupation who are willing to avail mobile services of $irtel.
(vi) To identify the factors which are considered by the customer in their pre
purchase decisions.
(vii) To identify the overall position of competitor companies.
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CHAPTER II
0. *eview of 7iterature
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Re5ie* o! Literat.re
1 Theoretical $spect F "onsumer #ehavior
8 'ractical aspect K "onsumer #ehavior
T#eoretical A,$ect > Con,.%er Be#a5ior
PRODUCT / $nything that can be offered to a market for attention. $cLuisition- use or
consumption and that might satisfy a want or need.
CONSUMER /'ersons that have need as well as ability and authority to purchase that
goods and services.
CONSUMER BEHAVIOR/ The term R"onsumer #ehaviourR refers to the behaviour
that consumer display in search for purchasing- using evaluation and disposition of
products and services that they e/pect will satisfy their needs. The study of consumer
behaviour is the study of how individuals make decisions to spend their available
resources (time- money- effort) on consumption related items.
It include the study of what they buy- why they buy it when they buy where they buy it-
how often they buy it and how often they use it. In this process the consumer
deliberated within himself before the finally makes a purchase or more.
This deliberation relates to many variables and is aimed to solving consumption
problem. $mong these problems the first and foremost is to decide whether to spend
money or to save it.
5nce a decision is taken to spend money the second problem is to decide what to buy
because the resources are limited and needs are multiple. Therefore needs are to be
marked in priority terms.
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"1( CULTURAL FACTORS /
"ulture factors have great impact on consumer behaviour. The roles played by the
buyerJs culture- subculture and social class are particularly.
CULTURE/
"ulture is the most fundamental determinants of a personJs wants and behaviour. The
growing child acLuires a set of values- perceptions- preference and behaviour through
his or her family and others key institutions. $ child growing up in $merica is e/posed
to the following values i.e. achievement and success- activity efficiency- practical
progress material comfort- individualism- freedom e/ternal comfort- humanitarianism
and youthfulness.
SUB CULTURE/
;ach culture consists of smaller subFculture that provide more specific identification
and sociali8ation for their members- subFculture includes nationalities- religious- radial
group and geographic regions- many subFcultures make important market segment and
marketers often design product and market programs according to their needs.
SOCIAL CLASS/
?irtually all human societies e/hibit social stratification. Stratification sometimes takes
the form of a caste system where the members of different caste are reared for certain
roles and cannot change their caste membership. More freLuently stratification takes the
form of social classes. Social classes are relatively homogenous and enduring divisions
in a society- which are hierarchically ordered and whose members share similar values-
interests and behaviour.
Social classes are divided into seven terms &F
:pper F upper class
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products that satisfy wants and desires of the children. Many Luestion arise in the whole
family but a marketer has to think that who is the main purchaser of family.
In the case of e/pensive products services- husband and wives engage in more 6oint
decision making. The marketers need to determine which member normally has the
greater influence in choosing various products often it is a matter of who has more
power or e/pertise.
Here are T2$ical $ro+.ct $attern,
H.,4an+ +o%inant /7 7ife insurance- $utomobiles- T.?.
Wi!e +o%inant / 7 ashing Machine-
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AGE AND LIFE C9CLE STAGE/ 'eople buy different goods and services over their
lifetime. The eat baby food in the years- matured foods in the growing and mature years-
and special diets in the latter years. 'eopleJs taste in clothes furniture and recreation is
also age related.
"onsumption is also shaped by the stage of the family life cycle. Marketers often
choose life cycle groups as their target market.
Some recent work has identified psychological life cycle stages. $dults e/perience
certain RpassagesR or transformations as they go through life markers pay close attention
to changing life circumstances divorce widowhood remarriage and their effect on
consumption behaviour.
OCCUPATION/
$ personJs occupation also influences his or her consumption pattern. $ blue collar
worker will buy work clothes work shoes- lunch bo/. $ companyJs president will buy
e/pensive suits- air travel- country club membership and a large sail boat. Marketers try
to identify the occupational groups that above average interest in their product and
services. $ company can even se/uali8e their computers software companies will design
different computers software for brand manager- engineers- lawyers and physicians.
ECONOMIC CIRCUMSTANCES/
'roduct choice is greatly affected by ones economic circumstances. 'eopleJs economic
circumstances consists or their spendable income- its level stability and time pattern-
saving and assets including the percentage that is liLuid debts- borrowing power and
attitudes towards spending versus saving.
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LIFE ST9LE/
'eople coming from the same subFculture- social class and occupation may lead Luite
different lifestyles. $ personJs life is the personJs pattern of living in the world as
e/pressed in the personJs activities- interest and opinions. 7ifestyle portrays the Rwhole
personR interacting with his or her environment. Marketers will search for relationship
between their product and lifestyle groups. $ computer manufacturer may find that most
computer buyers are achievement oriented. The marketer may then aim the brand more
clearly at the achiever lifestyle.
PERSONALIT9 AND SELF CONCEPT/
;ach person has a distinct personality that will influence his or her buying behaviour.
#y personality we mean the personJs distinguishing psychological characteristics that
lead to relatively consistent and ending responses to his or her environment. 'ersonality
is usually described in terms of such facts as self confidence- dominance- autonomy
difference- sociability- defensiveness and adaptability.
"
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5ther needs are psychogenic U they arises from needs are psychogenic they arises from
psychological states of tension such as the need for recognition- esteem- or belonging. $
need becomes motive when it is aroused to a sufficient level of intensity. $ motive is
need that is sufficiently pressing to drive the person to act.
PERCEPTION/
'erception is the process by which an individual organi8ation select interprets
information- inputs to create a meaningful picture of the world.'erception depends not
only on the physical stumuli but also on the stimuli relation to the surrounding field and
on condition within the individual.The key word is the definition of perception of
individual. 5ne person might perceive a fast talking sales person as aggressive and in
sincere- another as intelligent and helpful. 'eople can emerged with different perception
of the some ob6ect because of three perceptual process- selective attention- selective
distortion and selective retention.
LEARNING/
7earning involves changes in an individualJs behaviour arising from e/perience. Most
human behaviour learned learning theorists believe that learning is produced through
the interplay of desirous- stimuli- cues responses and reinforcement.
BELIEFS AND ATTITUDES/
Through doing and learning people acLuired beliefs and attitudes. These turns influence
buying behaviour. $ belief is a descriptive thoughts that a person holds about
something.#elieves may be based on knowledge- opinion or faith. They may or may not
carry emotional charges- of course manufacturer are very interested in the beliefs.
'eople carry in their heads about their products and services.
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$n attitude is a personNs enduring favourable or unfavourale evaluation emotional
feelings and action tendencies towards some ob6ect or ideas.
'eople have attitude towards almost everything politics clothes music- food. $ttitudes
put them into a frame of mind of disliking and ob6ect moving towards or away from it.
$ttitudes lead people to behave in fairly consistent way towards similar ob6ect.
'eople do not have to interpret and every ob6ect in a fresh way- because attitudes
economi8e on energy and thought- they are very difficult to change. $ person attitude
settle into a consistent pattern to change a single attitude may reLuire ma6or ad6ustment
in other attitudes.
A PRACTICAL ASPECT OF CONSUMER BEHAVIOR
To get the overview of customer regarding consumer behaviour-
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(A) If not- what is the reason V
(0D) If available- would you like to switch over to any other ServiceproviderV
If- yes when will you like to switch over V
(00) hich connection would you prefer to take V
(02) $re you aware of $irtel V
(03) hat would be your main e/pectation from $irtel Service 'rovider V
(04) hat additional feature would you like to have with $irtel V
(0B) hat facilities you would reLuire with recharge coupons V
Mostly attitude were towards $irtel. #ecause $irtel has good coverage in *ural as
well as :rban areas of Gha8iabad %"*. Mostly customers prefer prepaid connections
in comparison to postpaid connection. The reason behind people choice towards $irtel
because $irtel gives e/citing and innovative services with world class technologies
including 2.B G- G'*S- $'- Intelligent %etworks- Multimedia Messaging Service-
"omplete Internet $ccess and many more.
Some people gave misleading answers.
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(3) #illing #reakup (E)
i) ST! ii) IS! iii) 75"$7
(4) Telecom !ealer
(B) %o. of Sim sold per month
() ?alue of *echarge sold per month.
(H) #reak down time in a Month.
(C) Ma6or 'roblem.
I found during conduction of survey that total '"5 connection were related with MT%7
mostly them T$T$- *;7I$%"; and $I*T;7.Many '"5 dealers sell SIM cards and
recharge vouchers of different cellular companies. Many '"5 dealers were satisfied
with $irtel and #S%7. #ecause $irtel provides good facilities to their "ustomers.
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CHAPTER III
0. *esearch Methodology
2. 7imitation
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RESEARCH METHODOLOG9
The methodology used in the study in deductive 9 analytical. $ Survey was conducted
about brand R$irtelR and its market status and also to analyse consumer behaviour. The
available secondary sources has been also consulted to complete the work besides
obtaining the primary information about the market.
The information regarding market status and availability of different brands of #harti
"ellular 7td. R$irtelR have been collected by interviewing different sources such as
'"5 dealers- other authorised dealers of $irtel as well as of other competitor brands-
doctors- ;ngineers- #usinessman- 'rofessors- shopkeepers and general e/isting
customers directly.
RESEARCH METHODOLOG9 CAN BE SUB7HEADING B9/
0. *esearch
2. *esearch !esign
3. Sampling !esign
4. !ata "ollection
B. Tools and TechniLues
. Sampling Si8e
H. Interpretation of the report
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1 RESEARCH
*esearch in common parlance refers to a search for knowledge. 5ne can also
define research as a scientific and systematic search for pertinent information on
a specific topic& The meaning of research is Ra careful investigation or inLuiry
specially through search for new facts in any branch of knowledgeR $ccording
to "lifford oody K research comprises defining and redefining problems
formulating hypothesis or suggested solutionsU collecting- organi8ing and
evaluating- dataU making deductions and reaching conclusionsU and at last
carefully testing the conclusions to determines whether they fit the formulating
hypothesis.
T9PES OF RESEARCHS/
There are three types of research designs&
• ;/ploratory research
• !escriptive research
• ;/perimental research
E@PLORATOR9 RESEARCH/
Ideally all marketing research pro6ects must start with an e/ploratory research as
this helps in providing a sharper focus of the situation and a clearer definition of the
problem at hand. The e/ploratory research design- as the name suggests- involves
getting a feel of the situation and emphasi8es a discovery of ideas and possible insights
that may help in identifying areas of further rigorous study.
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The main ob6ective of the e/ploratory research is to fine tune the broad problem into
specific problem statement and generate possible hypotheses. It therefore- gives useful
direction for further research.
The e/ploratory studies are mainly used for&
0) 'roviding information to enable a more precise problem definition or hypothesis
formulation.
2) ;stablishing research priorities.
3) Giving the researcher a feel of the problem situation and familiari8ing him with the
problem.
4) "ollecting information about possible problems in carrying out research- using
specific collection tools and specific techniLues for analysis.
Since e/ploratory studies are not conclusive studies- the design of the study is highly
fle/ible and informal. ,owever- rarely ever does formal design e/ist in case of
e/ploratory studies. Structured andor standardi8ed Luestionnaires are replaced by
6udgments and intuitive Interpretation drawing on the basis of collected data.
"onvenience sampling rather than probability sampling characteri8es e/ploratory
designs.
The generally used methods in e/ploratory research are&
a) Survey of e/isting literature
b) Survey of e/perienced individuals
c) $nalysis of selected case situations.
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DESCRIPTIVE/
'rimarily in use for preliminary studies- these types of designs are employed to facilitate
description and Interpretation building about population parameters and the relationship
among two or more variables. !escription or Interpretation could be QLuantitative or
Lualitative in nature. !escriptive designs only describe the phenomenon under study
attempting to establish a relationship between factors. The data collected may relate to
the demographically or the behavioral variables of respondents under study or some
situational variables.
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Panel Re,earc# De,i'n/
$lso known as longitudinal research- the panel design involves the continual or periodic
information collection from a fi/ed panel or sample of respondents. The elements of this
panels may be retail outlets- dealArs- consumers or 6ust individuals. $ panel is e/pected
to be constant over time and ad6ustments are made to provide for dropouts and
representativeness. $ continual measurement of variables relating to the elements of the
panel provides a very good idea of their response patterns and may provide clues for
future behavior .The longitude analysis used involves repeated measurements of the
same variables to facilitate a variety of Interpretations to be drawn about the behavior of
the elements of the panel. *ecently the omnibus panel has also been devised where
though a fi/ed sample of elements is maintained but the information collected from the
sample members may vary over time or vary between individuals.
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"onsider the following e/amples& $n instant food manufacturing company has provided
display racks for its retailers so that its product can be prominently displayed.
#efore embarking upon a second round of distribution of these racks- it wants to find
out how many retailers are actually using the racks and the type of retail establishments
that are using them.
$n electronics goods company which provides high Luality after sales service to its
customers and wants to evaluate the customer response to it. %one of the e/amples
given above seek to establish causal relationships. "ross sectional studies may however
uncover relationships- which may be conclusively tested by using the e/perimental
designs. The cross sectional studies may have an informal design rather than an
e/plicitly described design. hen the latter is the case- the design only includes the
nature and the source of data- the analytical methods and the nature of the e/pected
results.
In this 'ro6ect e$lorator2 +e,cri$ti5e research design has been used.
E@PERIMENTAL RESEARCH/
True e/perimental design provides a stronger and more reliable basis for the e/istence
of casual relationship between variables.
,ere- the researcher is able to eliminate all e/traneous variables from the e/perimental
and the control group through the use of a random selection procedure. 5ne of the
advantages of using random selection procedure is that we can use inferential statistical
techniLues for the analysis of e/perimental results. 5ne such techniLue is the analysis of
variance. The following e/perimental designs will be discussed in this section.
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researcher study has to its own specific purpose- we may thin of research
ob6ectives as falling into a number of following broad groupings.
0. To gain familiarity with a phenomenon or to achieve new insights into it.
2. To portray accurately the characteristics of a particular individual- situation
or a group.
3. To determine the freLuency with which something occurs or with it is
associated with something else.
4. To test a hypothesis of a casual relationship between variables.
8 RESEARCH DESIGN
$ research design is purely and simply the frame work of plan fro a study that guides.
the collection and analysis of the data. $pplication and specification are the main
characteristic in a research design. Marketing research designs can be classified on the
basis of the fundamental ob6ectives of the research. There are mainly three types
research design.
a. ;/ploratory
b. "onclusive
(i) !escriptive (ii) "ausal
Since our research is descriptive type- so research design is also descriptive.
Re,earc# De,i'n in Ca,e o! De,cri$ti5e Re,earc#/
These designs are used for some definite purpose. $ number of marketing
research studies are based on such designs. It is focused on the accurate
description of the variables present in the problem.
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These designs try to find a complete and accurate description of a problem
situation by providing specified methods for selecting the sources of information
and the procedure for collecting data from these sources.
The data is collected in such a manner that the ambiguous nature of cause and
effect relationship in the phenomenon is reduced to ma/imum e/tent.
I%$ortance o! De,cri$ti5e Re,earc#/
0. These are able to describe the characteristic of certain groups.
2. Specific predictions are possible
3. "an study relationship between two or more variables.
!escriptive !esigns can be divides in two main categories&
(0) "ase method (2) Statistical Method
; SAMPLING DESIGN
Sampling is the process of obtaining information about an entire population by
e/amining only a part of it. Sampling is used fro a variety of reasons such as &
(i) Sampling can save time and money
(ii) Sampling may enable more accurate measurements.
(iii) Sampling remains the only way when populations contains infinitely
many members
(iv) Sampling only remains the only choice when a test involves the
destruction of the item under study
Sa%$lin' Met#o+, are +i5i+e+/
0. 'robability sampling
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2. %onFprobability Sampling
In my research probability sampling is used. $gain in probability sampling
simple random sampling is used. This sampling is stratified system.
Sa%$le Si3e 70DD Area T2$e > "ustomer- dealer- !istributor.
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In %2 $ro-ect Pri%ar2 +ata collecte+ *it# t#e #el$ o! 6.e,tionnaire *#ic#
i, ., ,tr.ct.re+ 6.e,tionnaire T#e ,a%$le ,i3e ta)en *a, 1 re,$on+nt,
"4( Secon+ar2 Data/ The secondary data are those which have already been
collected by someone else and which have been already been passed through the
statistical process.
In %2 re,earc# t#e ,econ+ar2 +ata collecte+ !ro% t#e co%$an2 ,ale,
$ro+.ction an+ ot#er recor+, T#e ot#er +ata *a, collecte+ !ro% re,earc#
re$ort
TOOLS AND TECHNIUES
The data was collected through Luestionnaire method and personal interview.
$gain the research is descriptive type. The analysis is done through the tabular
and graphical representation.
INTERPRETATION
$fter the data have been collected I turn to the task of analy8ing them. The
analysis of the data. It Is done by the guidance of the faculty member of
Institute. The data are analy8ed by graphical and tabular form. $fter the analysis-
I found the result. Then the personal recommendations are given. $fter all the
above the conclusion is given.
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LIMITATION
The pro6ect is submitted to certain limitations I may not claim cent percent suretyU for
the pro6ect to be authoritative and authentic. =et I had taken every care to prepare it as
authentically. The authorities in the sales department of #harti ”$irtel” at Gha8iabad
provided me necessary information about the market. The dealer- sub dealer and many
customers also coFoperated with me and gave their valuable time for the completion of
the present study. ,owever there were some problem which could not be avoided. $ few
limitations were felt by me during summer training programme which are given
below &F
(0) The time factor was the most important limitation in preparing this report. ;ight
weeks were not enough toU collect all the reLuired information and come to a
final conclusion. !ue to lack of time a more e/haustive report could not be
possible.
(2) The lack of availability of time on the part of the authorities of the company.
(3) %on availability of any annual report and 6ournals with the company.
(4) The season was also not very helpful. Socording head deterred us from heavy
work at times.
(B) 7ikely hood of a few errors in my interpretation of data related to the income
group of the consumers. 'eople were generally not inclined to disclose the actual
income or they avoided giving the actual figures.
() Sometimes the addressees procured were not clear.
(H) Misleading information from the respondents or refusal of their to coFoperate.
(C) The study was carried out within the geographical limits.
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(A) In the case of data collection some telephones numbers given did not ascribe to
the right person. ;ither the person had left the place or the number was
transferred to a different person.
(0D) 7ack of time is important factor.
!espite having the above limitations the researcher has tried his best to come as
close as possible to the facts in preparing the report.
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CHAPTER IV
0. !ata $nalysis 9 Interpretation
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DATA ANAL9SIS AND INTERPRETAITION
!ue to rapid changes in Technology- "ompetitor and "onsumer preferences a company
can not to stick solely with its e/isting products and services. "ustomers wants the new
and improved product that comes about competitor. $ company may obtain new product
development in companyJs own research and development. To serve this purpose
R$irtelR has *esearch and development department which develops new shades with
innovative features as per the demand of the market. To improvise this products or
services they collects information from the research person about their competitors
products.
$irtel is the largest networking in India. It provides good network and new technology
to their subscribers.
My e/tensive survey is based on Luestionnaire having closed ended Luestions given by
the organi8ation R$irtel.R !uring conducting survey views of the customers who are
using presently mobile phone were taken into consideration. The sample si8e was 0DD
from the school- college and hospital- Gha8iabad. %"* "hamber of "ommerce- 7ions
"lub- *otary "lub- Marwari =uva Manch- #anks and many other institutions and
organi8ation. Main view was given to know the satisfactiondissatisfaction of the
customer who are presently using mobile phone from their e/isting service provider as
well as what is their main e/pectation from coming service provider called R$irtelR.
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WF0. hat is your occupationV
Total %umber of *espondents X 0DD
Total %o. of Wuestions X 0A
%ame of 'lace & Gha8iabad. %"*.
#usinessmen Servicemen Student 'rofessional ,ousewife 5thers
CE 0DE 2E CE DE 02E
68%10%
2%
8% 12%
Occupation
Businessmen Servicemen Student Professional Housewife
Others
Inter$retation / !uring the conduction of Interview I found that CE businessmen-
0DE servicemen- 2E Students- CE 'rofessionals- and 02E others are using cellular
mobile in Gha8iabad. %"*.
*e. Wuestionnaire
WF2. hat is your annual IncomeV
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Total %umber of *espondents X 0DD
%ame of 'lace & Gha8iabad. %"*.
D.B F 0.D 7acs 0.D F 2.D 7acs 2.D F B.D 7acs
2DE DE 2DE
20%
60%
20%
Annual Income
0.5 1.0 !acs 1.0 2.0 !acs 2.0 5.0 !acs
Inter$retation / !uring the conduction of Interview I found that 2DE people- having
annual income D.Blacs to 0.D lacs- DE people having annual income 0.D lacs to 2.D
lacs- 2DE people having annual income 2.D lacs to B.D lacs are using cellular mobile in
Gha8iabad. %"*.
WF3. !o you use any mobile connectionV
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Total %umber of *espondents X 0DD
%ame of 'lace & Gha8iabad. %"*.
=es %o
CDE 2DE
80%
20%
Mobile User
"es #o
Inter$retation / !uring the conduction of Interview I found that CDE people having
mobile in Gha8iabad. %"*.
WF4. ,ow many connections you are using right nowV
Total %umber of *espondents X 0DD
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%ame of 'lace & Gha8iabad. %"*
0 "onnection 2 "onnection More than 2 "onnection
CBE 0DE BE
85%
10% 5%
No. of Connection Using
1 $onnection 2 $onnection %ore than 2 $onnection
Inter$retation / !uring the conduction of Interview I found that CBE people using 0
mobile connection- 0DE people using 2 mobile connectionand BE people using more
than 2 mobile connection in Gha8iabad. %"*.
WFB. which connection you are using right nowV
Total %umber of *espondents X 0DD
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%ame of 'lace & Gha8iabad. %"*.
$irtel *eliance ?odafone Idea T$T$ I%!I"5M3DE 2BE 2DE 2DE BE
&0%
25%20%
20%5%
To Measure which connection are using
'irtel (eliance )odafone *dea +'+' *ndicom
Inter$retation / !uring the conduction of Interview I found that 3DE people using
$irtel connection- 2BE people using *eliance- 2DE people using ?odafone- 2DE people
using Idea 9 only BE people using Tata Indicomm mobile connection in Gha8iabad.
%"*.
WF.
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0 F 2 =ear 2 F 3 =ear 3 F 4 =ear More than 4 =ear
BDE 3DE 0BE BE
50%
&0%
15%5%
Duration of Using
1 2 "ear 2 & "ear & , "ear ore than , "ear
Inter$retation / !uring the conduction of Interview I found that BDE people using
Mobile during 0 F 2 year- 3DE people using mobile during 2 F 3 years- 0BE people using
mobile during 3 F 4 years and only BE people using mobile than 4 =ears.
WFH. what is the monthly spend on Mobile 'honeV
Total %umber of *espondents X 0DD
%ame of 'lace & Gha8iabad. %"*.
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Y3DD 3DDFBDD BDDF0DDD 0DDDF2DDD Z2DDD
0 4D 20 0H
repaid ostpaid
0
10
20
#0
"0
50
60
$0
*0
+0
Inter$retation / It is concluded that the most of customer are spending between 3DDF
BDD monthly in their Mobile 'hone.
WFC. $re you satisfied with "urrent Service 'roviderV
Total %umber of *espondents X 0DD
%ame of 'lace & Gha8iabad. %"*.
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=es %o
3BE BE
0
0&1
0&2
0
0&"
0&5
0&6
0&$
0&*
0&+
1
Inter$retation / 5verall it could be concluded from the above diagram that ABE
customers are not satisfied with the e/isting service provider and rest only BE
customers are satisfied with the current service provider.
WFA. If not -what is the reasonV
Total %umber of *espondents X 0DD
%ame of 'lace & Gha8iabad. %"*.
%etwork
'roblem
%o Service in
*emote $rea
'oor ?oice ,igh Tariff
*ate
rong
#illing
'oor "ustomer
Service
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BDE 2DE 2E 0AE 0E CE
#etw or- Prolem#o Service in (emote 'reaPoor )oice Hi/h +ariff (ate ron/ Billin/Poor $ustomer Service0
10
20
&0
,0
50
6050
20
2
1
18
Reason for Dissatisfaction
Inter$retation / hen I asked that they are satisfied with their current service provider
9 I found that about BDE customers are not satisfied with their current service provider
due to networking problem and poor coverage. !uring my survey I found that only BE
customers are satisfied with MT%7 cellular mobile due to availability in rural area.
$bout 0AE subscribers are not satisfied with current service provider due to high Tariff
rate as well as wrong billing was also found ma6or cause of dissatisfaction.
WF0D. If available-would you like to switch over to any other service providerVIf
yes-when will you like to switch overV
To measure the possible Time within which the customer of current service providers
are ready to switch over to $irtel.hen I asked whether the subscriber would like to
switch over to e/isting service provider found that almost ABE customers are ready to
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change their service provider due to not getting proper service and good network
including rural and urban areas.
Total %o. of *espondents X 0DD
%ame of 'lace & Gha8iabad. %"*
within 0B days within one month within 3 months after 3 months
CDE 0DE CE 2E
80%
10%8% 2%
Read to !witch O"er
w ithin 15 das w ithin one month w ithin & months af ter & months
Inter$retation / $fter analysis data I found that CDE customer are ready to switch over
their current service provider within 0B days- 0DE are ready to switchover within one
month- CE are ready to switch over within 3 months and only 2E are ready to switch
over after 3 months.
WF00. hich connection would you prefer to takeV
Total %umber of *espondents X 0DD
%ame of 'lace & Gha8iabad. %"*.
'repaid 'ostpaid
ABE BE
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5%
5%
Connection #referred
Pre3aid Post3aid
Inter$retation / $fter analysis data I found that ABE subscribers prefer to take
connection of prepaid and rest of prefer to take postpaid.
WF02. $re you aware of $irtelV
Total %umber of *espondents X 0DD
%ame of 'lace & Gha8iabad. %"* .
'repaid 'ostpaid
CDE 2DE
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repaid ostpaid
0
10
20
#0
"0
50
60
$0
*0
+0
Inter$retation / !uring survey- I found that all subscribers are aware of $irtel.
WF03. hat would be your main e/pectation from $irtel service providerV
Total %umber of *espondents X 0DD
%ame of 'lace & Gha8iabad. %"* .
Good coverage
clarity and
connectivity
$vailability at all places
including rural 9 :rban
area
Good customer
service
"ompetitive
tariff
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4DE 3DE 0DE 2DE
,0%
&0%
10%
20%
To Measure the Main $%pectation of Customer from the Airtel
4ood covera/e 'vaila.il i t 4ood customer service $om3etitive tariff
Inter$retation / $fter analy8ing the data I found that customers are very much
dissatisfied with current service provider due to not getting good network coverage- so
their main e/pectation from $irtel is to have networking and good coverage.
WF04. hat facilities you would reLuire with recharge couponsV
Total %umber of *espondents X 0DD
%ame of 'lace & Gha8iabad. %"*.
7ow !enomination 7onger ?alidity
0BE CBE
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15%
85%
&acilities with Recharge Coupons
!ow enomination !on/er )alidit
Inter$retation / $fter analy8ing the data I found that CBE subscribers are in favour of
longer validity with recharge coupons and rest 0BE are in favour of low denomation..
WF0B. hat additional features would you like to have with $irtelV
Total %umber of *espondents X 0DD
%ame of 'lace & Gha8iabad. %"* .
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?$S *echarging on
*oaming
More options for recharging paper
coupons
0BE CBE BBE
&0%
15%
55%
Additional &eatures added with Airtel
)'S (echar/in/ on (oamin/
ore o3tions for rechar/in/ 3a3er cou3ons
Inter$retation / !uring survey I found that BBE subscribers are in favour of more
option for recharging paper coupons- 3DE subscribers are in favour of ?$S- 0BE
subscribers are in favour of *echarging on *oaming.
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CHAPTER V
0. "onclusion 9 Suggestion
CONCLUSION
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#harti TeleF?entures 7td. R$irtelR is one of the best awarded world communication in
India. Its brand name is R$irtelR.
$fter analy8ing the information- gathered by opinions of respondents- in the study
consisting of 0DD respondents researcher reached on following conclusions &F
In Gha8iabad. %"* 2DE of subscriber belong to D.B F 0.D lacs in annual income- DE
belonging to 0.D F 2.D lacs and 2DE belonging to 2.D F B.D lacs annual income.
• Mostly businessmen are using cellular mobile for their business purpose.
• In Gha8iabad %"* many subscribers take connection of Idea. cellular
mobile- because its availability at all places including *ural and :rban area
as well as tariff plans are
• cheap.
• !uring the conduction of Interview I found that 0DDE respondents are aware
of $irtel.
• Many respondents are dissatisfied with *T7 due to lack of good network in
#ihar as well as high tariff plan.
• !uring the conduction of survey I found that CDE respondents will take
connection of $irtel- immediately- 0BE respondents will take 0B days and
only BE will take connection of $irtel within one months.
• Many subscribers said $irtel provides good network in India- I e/pect from
$irtel such facilities will be provided in #ihar.
•
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SUGGESTIONS
$s we know that #harti Televentures 7td. is an reputed Telecommunication
organi8ation in India. ;very good organi8ation have some demerits- which can
eliminated through study of different organi8ation factor to improve that organi8ational
image and status.
5n the basis of e/tensive study there are some suggestions and conclusion which can
help to improve the organi8ational image and states.
These are as follows &F
(0) In the market the immediate competitor of $irtel is ?odafone- Idea- $ircel-
:ninor- Tata Indicom and *eliance Gha8iabad %"*.
(2) M.T.%.7. and *eliance do not provide good network to their subscribers. So
main e/pectation from $irtel to provide best networking and good coverage to
their subscribers.
(3) Tariff plan should be competitive.
(4) %etworking should be availability at all places including rural and urban areas.
(B) To provide customer service to their subscribers.
() *echarge coupons should be more option.
(H) The company should try to provide better facilities and services than other
service providers.
(C) The company should provide to e/tra facilities to attract ma/imum subscribers.
(A) The company should try to create harmonious relation among the different
subscribers.
(0D) The company should try to provide pet networking than other service provider
cellular co.
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CHAPTER VI
0. #ibliography
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BIBLIOGRAPH9
Re!ernce Boo),
∗ Gupta M.'- #usiness Statistics& Ath ;dition- +amal 'rakashan- %ew !elhi 2D0D.
∗ +othari ".*.- *esearch Methodology& ?ishwa 'rakashan- %ew !elhi 2D0D.
∗ +otler 'hilip- Marketing Management& ;leventh ;dition- 'earson
'ublication-%ew !elhi 2D0D.
∗ #eri-Marketing *esearch& 4th ;d.-Tata McGraw ,ill-%ew !elhi 2D0D.
∗ Sharma > +-#usiness Statistics& Second ;dition-'earson 'ublication-%ew !elhi
2D0D.
We4,ite,/F
http&www.consumercourt.inmobileFservicesB4BFairtelFcomplaint.html
http&en.wikipedia.orgwiki$irtel
http&www.indianomics.com2DDAD32BtopF3DFtelecomFcompaniesFinFindiaF
byFmarketFcap
http&www.trai.gov.in"ontent!irections.asp/VLidX20
http://www.consumercourt.in/mobile-services/5645-airtel-complaint.htmlhttp://en.wikipedia.org/wiki/Airtelhttp://www.indianomics.com/2009/03/25/top-30-telecom-companies-in-india-by-market-cap/http://www.indianomics.com/2009/03/25/top-30-telecom-companies-in-india-by-market-cap/http://en.wikipedia.org/wiki/Airtelhttp://www.indianomics.com/2009/03/25/top-30-telecom-companies-in-india-by-market-cap/http://www.indianomics.com/2009/03/25/top-30-telecom-companies-in-india-by-market-cap/http://www.consumercourt.in/mobile-services/5645-airtel-complaint.html
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CHAPTER VII 0. $ppendices
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UESTIONNAIRE
!ear "ustomer-
=our feedback is important to us &F
%ame & ........................................................................................................
$ge & ..........................................................................................................
Se/ & ...........................................................................................................
"ont. %o. & .................................................................................................
$ddress & ....................................................................................................
....................................................................................................................
0) hat is your 5ccupationV
(a) Student (b) Servicemen (c) #usinessman
(d) ,ousewife (e) 'rofessional (f) 5thers
2) hat is your $nnual IncomeV
(a) YD.B 7acs (b) D.B F 0.D 7acs (c) 0.D F 2.D 7acs
(d) 0.D F 2.D 7acs (e) ZB.D 7acs
3) !o you use any mobile connection V
(a) =es (b) %o
4) ,ow many connections you are using at present V
(a) 4 (b) 3 (c) 2 (d) 0
B) hich connection you are using V
(a) $irtel (b) *eliance (c) ?odafone
(d) Idea (e) Tata Indocomm
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)
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(a) Good "overage- "larity and
"onnectivity
(b) $vailability at all places including
rural and urban locations
(c) Good customer service (d) "ompetitive Tariff
04) hat additional feature would you like to have with $irtel V
(a)?alue $dded Service (b) More 5ption for recharging other than
paper coupons(c) *echarging on *oaming
0B) hat facilities you would reLuire with recharge coupons V
(a) 7ow !enomination (b) 7onger ?alidity