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PROJECT REPORT
A Study On Customer Preference On Airtel Data Card
With Referance To Bharti Airtel Ltd
PROJECT REPORT
Submitted by
SIBIN SUDHAKARAN
Register No: 098001151048
Of
HAPPY VALLEY BUSINESS SCHOOL, COIMBATORE
In partial fulfillment of the requirements
for the award of the degree
Of
MASTER OF BUSINESS ADMINISTRATION
MAY - 2011
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ANNA UNIVERSITY OF TECHNOLOGY, COIMBATORE
HAPPY VALLEY B-SCHOOL
COIMBATORE -641 105
DEPARTMENT OF MANAGEMENT
PROJECT WORK
MAY 2011
This is to certify that the project entitled
A Project Report On Customer Preference for Airtel data card in Bharti Airtel
Ltdin Trivandrum
is the bonafide record of project work done by
SIBIN SUDHAKARAN
Register No: 098001151048
Of Master of Business Administration during the year 2010-2011
Project Guide Head of the Department
Submitted for the Project Viva-Voce examination held on___________
Internal Examiner External Examiner
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BONAFIDE CERTIFICATE
This is to certify that the project work titled A Study on Customer Preference for Airtel data
card in Bharti Airtel Ltd is the bonafide work of SIBIN SUDHAKARAN
Reg.No:098001151048 who carried out the same under my supervision. Certified further that
to the best of my knowledge the work reported herein does not form part of any other Project
work or dissertation on the basis of which a degree or award was conferred on an earlier
occasion of this or any other candidate. This Project work is submitted to Anna University
Coimbatore in partial fulfillment of requirement for the award of degree of Master of
Business Administration
------------------------------------------
Signature and Name of the Guide
-----------------------------------------------
Signature and Name of the Director/ HOD
Submitted for the Viva-Voce examination held on ________________________
_______________________ _______________________
(Signature of Internal Examiner with date) (Signature of External Examiner with date)
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ACKNOWLEDGEMENT
It is a matter of immense pleasure and privilege to acknowledge the valuable
assistance, inspiration, guidance and help; I amassed from a galaxy of personalities during
my project work at AIRTEL, TRIVANDRUM. I most sincerely express my heart felt
gratitude to MR.VASANTH BAHTT, ZONAL MANAGER for his guidance and
encouragement throughout the training. I would also like to think to thank the staff of
AIRTEL . for the tremendous patience in solving difficulties and answering the endless
questions put up by me. The incredible help and information imparted by the organization is
unforgettable.
I expressed my sincere gratitude to our director, Dr.C.KANAKARAJ and the staff of
Institute of management studies, for permitting me to take up this summer internship. I am
really grateful to Dr. T.BINA, HOD, for her valuable suggestions and encouragement to
complete the summer internship successfully.
It would be a pleasure to express my profound gratitude to my internal guide.
Mrs. P.SHANMUGHA PRIYA, Happy Valley Business School, for her contend motivation
and excellent guidance. Her subtle wisdom has been the primary factors influencing my study
and has urged me to a greater precision and comprehension in my final project.
SIBINSUDHAKARAN
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DECLARATION
I affirm that the Project Report at AIRTEL , Trivandrum being submitted in partial
fulfillment for the award of MBA is the original work carried out by me. It has not formed
the part of any other project work submitted for award of any degree or diploma, either in this
or any other University.
(Signature of the
Candidate)
Sibin Sudhakaran.
098001151048
I certify that the declaration made above by the candidate is true
Signature of the Guide,
Mrs. P Shanmugha Priya
Asst. Professor
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CHART
NO:
DESCRIPTION PAGE NO:
1 Chart showing the classificat ion of gender 34
2 Chart showing the respondents on the basis of age 35
3 Chart showing the occupation of the respondents 36
4 Chart showing the usage of internet services 37
5 Chart showing the frequency of connecting to the internet 38
6 Chart showing the awareness of the data card 39
7 Chart showing the awareness of different brands in data card 40
8 Chart showing the whether the customers are up to date with the
current offers of the data card
41
9 Chart showing the type of net connection 42
10 Chart showing the connection used by the customers 44
11 Chart showing the customer came to know about the data card 46
12 Chart showing the type of advt mostly influenced in chossing
airtel data card
47
13 Chart showing the preference of the customer on the basis ofschemes and promotion
49
14 Chart showing the purpose for the customer to prefer airtel data
card
51
15 Chart showing the where the customer buy the data card 52
16 Chart showing the customer satisfaction with the customer
services
53
17 Chart showing the customer satisfaction on the performance ondata card
54
18 Chart showing the the customer spending more on net bill
according to the usage or not
56
19 Chart showing the customer recommending about airtel data
card to others
58
20 Chart showing the importance on the customer purchase
decision of data card
60
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TABLE
NO:
DESCRIPTION PAGE NO:
1 Table showing the classificat ion of gender 34
2 Table showing the respondents on the basis of age 35
3 Table showing the occupation of the respondents 36
4 Table showing the usage of internet services 37
5 Table showing the frequency of connecting to the internet 38
6 Table showing the awareness of the data card 39
7 Table showing the awareness of different brands in data card 40
8 Table showing the whether the customers are up to date with the
current offers of the data card
41
9 Table showing the type of net connection 42
10 Table showing the connection used by the customers 43
11 Table showing the customer came to know about the data card 45
12 Table showing the type of advt mostly influenced in chossing airtel
data card
47
13 Table showing the preference of the customer on the basis of
schemes and promotion
48
14 Table showing the purpose for the customer to prefer airtel data
card
50
15 Table showing the where the customer buy the data card 52
16 Table showing the customer satisfaction with the customer services 53
17 Table showing the customer satisfaction on the performance on
data card
54
18 Table showing the the customer spending more on net bill
according to the usage or not
55
19 Table showing the customer recommending about airtel data card
to others
57
20 Table showing the importance on the customer purchase decision
of data card
59
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TABLE OF CONTENTS
CHAPTER
NO:
DESCRIPTION PAGE NO:
LIST OF TABLE
LIST OF CHARTS
1 INTRODUCTION 1
1.1 ABOUT THE STUDY 1-2
1.2 INDUSTRY PROFILE 3-6
1.3 COMPANY PROFILE 7-21
2 REVIEW OF LITERATURE 22-25
3 MAIN THEME OF THE PROJECT 26
3.1 SCOPE OF THE STUDY 27
3.2 OBJECTIVE OF THE STUDY 28
3.3 LIMITATIONS OF THE STUDY 29
4 RESEARCH METHODOLOGY 30-32
5 DATA ANALYSIS AND INTERPRETATION 33-60
6 FINDINGS 61-62
7 SUGGESTIONS 63-64
8 CONCLUSION 65-66
9 BIBLIOGRAPHY 67
10 APPENDIX 68-71
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INTRODUCTION
ABOUT THE STUDY
The project entitled A STUDY OF CUSTOMER PREFERENCE ON AIRTEL DATA
CARD at BHARTI AIRTEL LIMITED, Trivandrum, was undertaken with a view to have
a study on internet data card and the factors which consumers give preference while choosing
a service provider on internet data cards. This study gives an idea about the customer
perception towards the use of airtel data card.The study will also give the customer
satisfaction of the internet data card users.
Communication has been one of the most important aspects of the growth of human
society and culture. Telecommunication refers to the transmission of messages, over a
significant distance for the purpose of communication. It has evolved a long way since the
time people used visual signals such as smoke, flags or drums to convey messages. In todays
age telecommunication is mainly through electrical, radio and electronic channels like
television, phone, internet etc. Telecommunication can be called as the lifeline of an economy
and is crucial to any business, production process or market. It helps integrate the society andessential for globalization and world stability.
The Indian Telecom sector is regarded as the fastest growing in the world with about
15 million subscribers being added every month. A large population, low telephony
penetration levels, and a rise in consumers' income and spending owing to strong economic
growth have helped make India the fastest-growing telecom market in the world. It is
expected that the customer base will be close to 900 million voice subscribers by 2013 and a
sizeable penetration of broadband by 2015. Indian Mobile Telecommunications is now
considered the poster boy of Reforms and the Liberalization process. Its use has filtered down
almost to the lowest strata of society and is providing significant / tangible economic and
social benefits to the common man.
The latest development in the Indian telecommunication sector is the 3G technology.
This is a time when the whole world is connected each other with the help of internet. An
ocean of the information as well as the users of the internet arises many types of facilities and
technologies are entered by the various service providers for making a comfortable and high
speed net connector.In India many companies are in market which is providing the facility for
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internet connect. One of the famous companies is Reliance, Tata, Bsnl, Idea, Airtel etc. But
now the new fashion is USB net connector. It is quite comfortable to use internet every
whereon need any antenna. It can be used anywhere and get comfortable high speed for net
connecting. This is a technology which works without sim. The companies are providing
various plan pre paid and post paid.
In information technology, Universal Serial Bus (USB) is a serial bus standard to
connect devices to a host computer. USB was designed to allow many peripherals to be
connected using a single standardized interface socket and to improve plug and play
capabilities by allowing hot swapping; that is, by allowing devices to be connected and
disconnected without rebooting the computer or turning off the device. Other convenient
features include providing power to low-consumption devices, eliminating the need for an
external power supply; and allowing many devices to be used without requiring
manufacturer-specific device drivers to be installed.USB is intended to replace many varieties
of serial and parallel ports. USB can connect computer peripherals such as mice, keyboards,
PDAs, gamepads and joysticks, scanners, digital cameras, printers, personal media players,
flash drives, and external hard drives. For many of those devices, USB has become the
standard connection method. USB was designed for personal computers, but it has become
commonplace on other devices such as PDAs and video game consoles, and as a power cord
between a device and an AS adapter plugged into a wall plug for charging. The design of
USB is standardized by the USB Implementers Forum (USB-IF), an industry standards body
incorporating leading companies from the computer and electronics industries. Notable
members have included Agree (now merged with LSICorporation), Apple Inc., Hewlett-
Packard, Intel, NEC, and Microsoft.
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INDUSTRY PROFILE
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INDUSTRY PROFILE
The USB 1.0 specification was introduced in 1994. USB was created by the core group of
companies that consisted of Intel, Compaq, Microsoft, Digital, IBM, and Northern Telecom.
Intel produced the UHCI host controller and open software stack; Microsoft produced a USB
software stack for Windows and co-authored the OHCI host controller specification with
National Semiconductor and Compaq; Philips produced early USB Audio; and TI produced
the most widely used hub chips. USB was intended to replace the multitude of connectors at
the back of PCs, as well as to simplify software Configuration of communication devices.
The USB 2.0 specification was released in April 2000 and was standardized by the USBIF
at the end of 2001. Hewlett-Packard, Intel, Lucent (now LSI Corporation since its merger
with Lucent spinoff Agree Systems), Microsoft, NEC, and Philips jointly led the initiative to
develop a higher data transfer rate, 480 Mbit/s, than the 1.0 specification of 12 Mbit/s. The
USB 3.0 specification was released on November 17, 2008 by the USB 3.0 Promoter Group.
It has a transfer rate of up to 10 times faster than the USB 2.0 version and has been dubbed
the Super Speed USB. Equipment conforming with any version of the standard will also work
with devices designed to any previous specification(a property known as backward compatibility).
Overview Of Indian Telecom
Indian Telecom industry is one of the fastest growing telecom markets in the World .Telecom
in real sense means transfer of information between two or more persons situated at distant
places through radio electric signals. The popular meaning of telecom always involve making
dialogue through electric signals with the help of electronic device. Now a days people have
come more accustomed to telecommunication facility in place of old postal system or any
other methods of exchange of communication. With its high population and development
potential India is having one of the fastest growing telecom networks in the world. Indias
public sector telecom company BSNL is the 7th
largest telecom company in the world .
Reliance, Vodafone, Airtel, Idea ,Virgin Mobile ,Tata indicom,Aircel,Uninor etc are other
major operators in India .The Indian telecommunications industry is one of the fastestgrowing in the world and India is projected to become the second largest telecom market
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globally by 2010.India added 113.26 million new customers in 2008, the largest
globally. In April 2008,India had already overtaken the US as the second largest
wireless market. With an average 9.5 million customers added every month. The
telecom penetration is over 33.6%.This means that 1/3 Indians has a telephone
connection. Telecommunication sector in India can be divided into two segments: Fixed
Service Provider (FSPs), and Cellular Services. Fixed line services consist of basic services,
national or domestic long distance and international long distance services. Private services
focus on the business/corporate sector, and offer reliable, high- end services, such as leased
lines, ISDN, closed user group and videoconferencing. Cellular services can be further
divided into two categories: Global System for Mobile Communications (GSM) and Code
Division Multiple Access (CDMA). The GSM sector is dominated by Airtel and Vodafone,
while the CDMA sector is dominated by Reliance and TataIndicom. Opening up of
international and domestic long distance telephony services are the major growth drivers for
cellular industry. Cellular operators get substantial revenue from these services, and
compensate them for reduction in tariffs on airtime, which along with rental was the main
source of revenue. The reduction in tariffs for airtime, national long distance, international
long distance, and handset prices has driven demand.
In 1990s the telecom sector was opened up by the Government for private investment as a
part of Liberalization-Privatization-Globalization policy. Therefore it become necessary to
separate the Govts policy of DOT on October 01,2000 and named it as Bharat Sanchar
Nigam Ltd.Many private operators such as Reliance Idia mobile, Hutch, Airtel, Idea ,Tata
indicom,BPL,Bharti etc successfully entered the high potential Indian telecom market
The mobile services were commercially launched in August 1995 in India. In present
scenario Bsnl and Mtnl are the incumbents in their respective areas of operation and continue
to enjoy the dominant service provider status in the domain of fixed line services. Reliance,
Vodafone, Airtel, Idea ,Virgin Mobile Tata indicom,Aircel,Uninor ,Tata docomo etc are other
major operators in India
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Companies in Telecom Sector
1) Airtel2) Tata Docomo3) BSNL4) Aircel5) Vodafone6) Idea7) Reliance8) Uninor9)
Tata indicom
10)Virgin Mobile11)Videocon
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Company Profile
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COMPANY PROFILE
Telecom giant Bharti Airtel is the flagship company of Bharti Enterprises. The Bharti
Group, has a diverse business portfolio and has created global brands in the
telecommunication sector. Bharti has recently forayed into retail business as Bharti Retail
Pvt. Ltd. under a MoU with Wal-Mart for the cash & carry business. It has successfully
launched an international venture with EL Rothschild Group to export fresh agri products
exclusively to markets in Europe and USA and has launched Bharti AXA Life Insurance
Company Ltd under a joint venture with AXA, world leader in financial protection and
wealth management.
Airtel comes to you from Bharti Airtel Limited, Indias largest integrated and the first
private telecom services provider with a footprint in all the 23 telecom circles. Bharti
Airtel since its inception has been at the forefront of technology and has steered the
course of the telecom sector in the country with its world class products and services.
The businesses at Bharti Airtel have been structured into three individual strategic business
units (SBUs) - Mobile Services, Airtel Telemedia Services & Enterprise Services. The
mobile business provides mobile & fixed wireless services using GSM technology across 23
telecom circles while the Airtel Telemedia Services business offers broadband & telephone
services in 95 cities. The Enterprise services provide end-to-end telecom solutions to
corporate customers and national & international long distance services to carriers. All these
services are provided under the Airtel brand
Airtel comes to you from Bharti Cellular Limited a part of the biggest private integrated
telecom conglomerate, Bharti Enterprises. Bharti Enterprises has been at the forefront of
technology and has revolutionized telecommunications with its world class products and
services. Established in 1967, Bharti has been a pioneering force in the telecom sector with
many firsts and innovations to its credit. Bharti has many joint venture with world
leaders like singtel (Singapore telecom); Warburg pincus , USA; Telia , Sweden; Asian
infrastructure find, Mauritus ; International Finance corporation, USA and New York Life
International, USA. It provides a range of telecom services , which include cellular ,
basic,internet and recently introduced national long Distance. Bharti also manufactures and
exports telephone terminals and cordless phones. Apart from being the largest manufacturer
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of telephone instruments in India , it is also the first company to export its products to the
USA. Bharti is the leading cellular service provider, with an all India footprint covering all
23telecom circles of country. Bharti has been a pioneering force in the telecom sector with
many first and innovations to its credit, ranging from being the first mobile service in
Delhi, first private basic telephone service in the country, first Indian company to provide
comprehensive telecom services outside India in Seychelles and first private sector service
provider to launch National & International Long Distance services in India. Bharti
Enterprises has successfully focused its strategy on telecom while straddling diverse of
business. From the creation of AIRTEL, one of theIndias finest brands, to becoming the
largest manufacturer and exporter ofworld class telecom terminals under its Betel brand ,
Bharti has created a significant position for itself in the global telecommunications sector.
Bharti Tele- ventures is today acknowledged as one of Indias finest companies , and
its flagship brand AIRTEL, has over 13.2 million customers across the length and breadth
of India. Bharti tele ventures limited , a part of Bharti Enterprises is Indias leading
provider of telecommunications services. The businesses at Bharti tele-venture have been
structured into two main strategic business groups- the Mobility Leaders business group and
the Infotel Leaders business group. The Mobility Leaders business group provides GSM
mobile services across India in twenty-three telecom circles, while the Infotel Leaders
business group provides broadband & telephone services, long distance services and
enterprise services. All these services are provided under the AIRTEL brand.
OUR BRAND
Airtel was born free, a force unleashed into the market with a relentless and unwavering
determination to succeed. A spirit charged with energy, creativity and a team driven to seize
the day with an ambition to become the most globally admired telecom service. Airtel, in
just ten years of operations, rose to the pinnacle of achievement.
As India's leading telecommunications company Airtel brand has played the role as a
major catalyst in India's reforms, contributing to its economic resurgence. Today we touch
peoples lives with our Mobile services, Telemedia services, to connecting India's leading
1000+ corporate. We also connect Indians living in USA, UK and Canada with our call home
service.
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THE VISION & MISSION OF AIRTEL
VISION OF AIRTEL
To be globally admired for telecom services that delight customers.
We will meet global standards for telecom services that delight
customers through:
Customer service focus Empowered employees Innovative services Cost efficiency
MISSION OF AIRTEL
By 2010 Airtel will be the most admired brand in India:
Loved by more customers Targeted by top talent Benchmarked by more businesses
At Airtel always think in fresh and innovative ways about the needs of our
customers and how airtel want them to feel. airtel deliver what they promise and go out of
their way to delight the customer with a little bit more
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The MileStone Of Airtel
First and only service to be adjusted the best mobile serviceIn the country.
Consecutively for four years 1997,1998,1999,and 2000 byCommunications world and awarded the Techies Awards.
First to launch intelligent Network services. First to launch pre-paid roaming service. First to launch full roaming services on pre-paid. First to launch 32kK sim cards. First to launch local direct dialing facility. First to reach the 1 millioncustomer mark in a single circle. First to successfully conduct EDGE trials. First to launch a dual band network on the country. First to deploy voice quality enhancers to improve voice quality Bharti Cellular Limited is also the first telecom company in the
World to receive the ISO 9001:2000 certification from British
Standards institute
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BUSINESS DIVISIONS
1) Mobile Services
Bharti Airtel offers GSM mobile services in all the 23-telecom circles of India and is
the largest mobile service provider in the country, based on the number of customers.
2) Corporate Services
The group focuses on delivering telecommunications services as an integrated
offering including mobile, broadband & telephone, national and international long
distance and data connectivity services to corporate, small and medium scale
enterprises
3) Broadband & Telephone Services
The group offers high speed broadband internet with a best in class network. With
Landline services in 94 cities we help you stay in touch with your friends & family
and the world.
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Broadband & Internet
1) Broadband Advantage
It is powered by DSL technology which gives you blazing-fast; secure Internet acess
The internet give you the power of limitless discovery on internet from shopping to
banking, paying bills to making new friends and not to mention endless fun & learning
for children.
2) Power Surfing
With 2Mbps speed we can feel the excitement of doing more on the internet, Shop,
Download, and exchange of heavy files and no ore disconnection in the middle of the
download
3) 24 x 7 Customer Support
The customer service is round the clock 365 days a year. The suggestion of the customer willlead to the improvement , brickbats and even an occasional bouquet, will only help us realize
our promise!
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Technology
Airtel Broadband is powered by DSL technology
1) DSL provides blazing-fast, secure Internet access and can be delivered to both homesand to businesses
2) Digital Subscriber Line (DSL) technology provides instant Internet and networkaccess at speeds up to 50 times faster than a 28.8Kbps
3) With DSL Internet Service it can download graphics-heavy files, large documents,software, photos, email attachments, and more, instantly
4) It's perfect for real-time interactive multimedia, broadcast quality video, distancelearning, and video-on demand.
Partners
The company has a strategic alliance with SingTel. The investment made by SingTel is
one of the largest investments made in the world outside Singapore, in the company.
The companys mobile network equipment partners include Ericsson and Nokia. In the
case of the broadband and telephone services and enterprise services (carriers), equipment
suppliers include Siemens, Nortel, Corning, among others. The Company also has an
information technology alliance with IBM for its group-wide information technology
requirements and with Nortel for call center technology requirements. The call center
operations for the mobile services have been outsourced to IBM Daksh, Hinduja TMT,
Teletech & Mphasis
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Awards and Recognitions
August 7, 2008: Bharti Airtel adjudged the 'Best Cellular Service Provider' and 'BestBroadband Service Provider' at the 2008 V&D 100 Awards.
July 11, 2008: Bharti Airtel Limited voted as India 's most innovative company in asurvey conducted by The Wall Street Journal . Bharti Airtel was ranked as the most
innovative in responding to customer needs in a survey conducted to determine Asia
's 200 most-admired companies.
June 13, 2008: Sunil Bharti Mittal received U.S.-India Business Council's 'GlobalVision' Award . The prestigious award recognizes his entrepreneurial zeal and
contribution to Indian business.
June 11, 2008: Airtel voted the 2nd Most Trusted Service Brand in the AnnualEconomic Times-Brand Equity, Most Trusted Brands survey
June 2008: Airtel wins the Platinum Trusted Brand Award in the Mobile Serviceprovider category in the Reader's Digest Asia Trusted Brands Survey .
May 26, 2008: Airtel was honoured with the prestigious 'Wireless Service Providerof the Year' award at the 2008 Frost & Sullivan Asia Pacific ICT Awards.
April 17, 2008: Bharti Airtel had the distinction of being amongst 20 companiesworldwide and the only one in India , to be honoured with the 'Gallup Grea
Workplace Award'.
April 8, 2008: Airtel adjudged as the 'Best Carrier India' at the Telecom Asia Award2008 . The Telecom Asia Awards, constituted by the Telecom Asia magazine, seek to
recognize outstanding performances of companies and individuals in the Asian
telecommunication industry based on criteria such as financials, market standing,
technology and corporate governance.
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Organisation Structure
As an outcome of a restructuring exercise conducted within the company; a new integratedorganizational structure has emerged; with realigned roles, responsibilities and reporting
relationships of Bhartis key team players. With effect from March 01, 2006, this unified
management structure of 'One Airtel' will enable continued improvement in the delivery of
the Groups strategic vision.
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Board of Directors
The board of directors of the Company has an optimum mix of executive and nonexecutive
directors, which consists of two executive and fourteen non-executive directors.The
Chairman and Managing Director, Mr. Sunil Bharti Mittal, is an Executive Director and the
number of Independent Directors on the Board is 50% of the total board strength. The
independence of a director is determined on the basis that such director does not have any
material pecuniary relationship with the Company, its promoters or its management, which
may affect the independence of the judgment of a Director. The board members possess
requisite skills, experience and expertise required to take decisions, which are in the best
interest of the Company. The composition of the Board is as under:
1. Sunil Bharti Mittal
2. Rajan Bharti Mittal
3. Akhil Gupta
4. Rakesh Bharti Mittal
5. Chua Sock Koong
6. N. Kumar
7. Kurt Hellstrom
8. Mauro Sentinelli
9. Paul OSullivan
10. Pulak Chandan Prasad
11. Bashir Abdulla Currimjee
12. Ajay Lal
13. Arun Bharat Ram
14. Manoj Kohli
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The Airtel Logo:
The Airtel logo is a strong, contemporary and confident symbol for a brand that is always
ahead of the rest. It is a specially drawn wordmark.
The Airtel Image style
It incorporates two solid, red rectangular forms whose counter form creates an open doorway.
The Airtel Typographical style
The title case lettering with its capital 'A' was deliberately chosen to reinforce the brand's
leadership position. The red dot on the letterform 'I' cues Airtel's focus on innovation..
The words 'Express Yourself' are very much part of the brand identity
The Airtel Colour Palette
The lettering is grey so that the pure black of Airtel is visually unharmed.
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Airtel Netconnect
Introduction
Airtel Communication always remained technological, market leader in GSM mobile
business. Its high brand awareness, market acceptance as a technological, economical leader
in various segment of mobile business and high brand equity were compelling reason to
penetrate and develop entire value chain of the both mobile and broadband based business.
Netconnect Broadband
Nationwide coverage will ensure Reliance Netconnect Broadband+ coverage in 62major cities and seamless integration with High Speed 1x for National coverage.
Please note that day/night classification of a particular session will be done on basisof session start time i.e. If the session starts in Peak time/Day Usage (6 AM to 10
PM), it would be classified as a day session and if the session starts in Off-peak
time/Night Usage (between 10 PM to 6 AM), it would be classified as night session.
Minimum guaranteed speed on Netconnect Broadband+ is 256 Kbps subject totechnical feasibility.
Netconnect Broadband Post-paid tariff Plans
20 times faster internet with speed upto 3.1 mbps on move. Wireless broadband for laptops and Desktops.
Seamless hi-speed network across 24000 towns
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An overview of internet and wireless connectivity
Common uses of the Internet
World Wide Web
Remote Access
Collaboration
Streaming Media
File Sharing
Voice Telephony
Driving growth of internet data card
Growing businesses in all segments, necessity to access emails and corporate applications
during urgent business trips and the urge for some entertainment while on the move are some
drivers increasing the demand for data card usage. Apart from these factors, as the name of
Tata Indicom's data card, 'Plug 2 Surf', suggests, ease of use with plug and play
factor is also a driver for growth. SP Shukla, president, Personal Business, Reliance
Communications, says that faster surfing and higher download speeds, convenience of
surfing the Internet while on the move, simple to use, and affordable tariffs are among the
key reasons for the data card growth, in both the laptop and desktop segments. Wireline
broadband connections are yet to penetrate the vast semi-urban and rural parts of the country
where entrepreneurs, officials, students, etc have the need to surf the Internet for various
purposes. Though the laptop penetration in these areas has not made a significant mark,
desktop penetration is comparatively more. With data cards offering convenient access to the
Internet, a number of companies have started to tie up with service providers to avail bulk
network connections for their employees on the go and allow them to utilize their time during
business travels. Since data cards can be used with desktop also, it cuts down the office
infrastructure costs as well. With the data card segment witnessing steady growth,
affordability will go up, which, in turn, will drive growth. As the data card growth increases,
speed evolves and prices come down, affordability will go up and more users can begin tothink of data card as an affordable solution, says an Airtel spokesperson. And growth of
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mobile telephony in India has created users with specific needs like m-commerce that require
wireless Internet, driving the wireless data card growth. Once the concept of mobile wallet
and its applications hit the market in India in the near future, the wireless data card segment is
also expected to witness an exponential growth. Apart from this, Internet charges in costly
hotels are very high. With the availability of data cards and USB modems, frequent business
travelers who stay in costly star hotels can access the Internet and corporate applications on
their laptops and avoid using the Internet facility at hotels, saving on high Internet charges.
Companies whose data cards are available in the Trivandrum Market
1 Reliance Upto 4 times faster speed than dial up SMS and voice
services
2 Airtel High speed 3G USB modem with speed up to
3.6Mbps
3 Idea High speed up to 3.6Mbps EDGE enable4 BSNL High speed 3G USB modem wit speed up to 3.6Mbps
5 Tata Photon CDMA 1x technology with speed up to 153kbps
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REVIEW OF LITERATURE
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Reviews of Literature
Airtel has been a pioneering force in the telecom sector with many firsts and innovations to
its credit, ranging from being the first mobile service in Delhi, first private basic telephone
service provider in the country, first Indian company to provide comprehensive telecom
services outside in India in Seychelles and first private sector service provider to launch
National Long Distance Services in India.
1) Surrender (2004), undertook a research to evaluate the impact of advertising on boththe rural and urban consumers, in term of improving the sales of products, to analyze
the differences between rural and urban consumers. The study examined differentmedia habits of the rural and urban consumers with regard to the purchase of the
selected luxury items and also effectiveness and usefulness of advertising to the
society in general and in rural consumers
2) Chris (2003) has analyzed Telecom advertising in print media. This researchattempted to investigate why Telecom theme are used in advertisement, and the
motives that lead companies and advertisers to use sport celebrities and sport concept
in advertisements. From study it has been revealed that the appearance of sport
celebrities in advertising endorsement occurred more often in Telecom magazines
than in other magazines, because their target group is more acquainted with athletes.
The sport celebrities that dominated each printed media are related with their target
group characteristics.
3) .Ray (2007), in his article study has concluded that the most important character ofspoke character is the control over the character. The spoke characters appearance
can be altered according to the marketers need and objective. The spoke character has
distinct personality; it reflects on the brands and gives the brand a unique personality.
But sometime spoke character become so entangled with brand that removing spoke
character may lead to negative impact on the image of the brand. This is the another
factor which is impacting the advertisement.
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4) Kalpana and Chinnadurai (2006) in their study titled Promotional Strategies ofCellular Services: A Customer Preference analyzed that the increasing competition
and changing taste and preferences of the customers all over the world are forcing
companies to change their targeting strategies. The study revealed the customer
attitude and their satisfaction towards the cellular services in Coimbatore city. It was
found that advertisement play a dominant role in influencing the customers but most
of the customers are of opinion that promotional strategies of cellular companies are
more sale oriented rather than customer oriented.
5) Sethetal (2008), in their study titled Managing the Customer Prefered ServiceQuality for Cellular Mobile Telephone: an Empirical Investigation analyzed that
there is relative importance of service quality attributes and showed that
responsiveness is the most importance dimension followed by reliability, customer
prefered network quality, assurance, convenience, empathy and tangibles. This would
enable the service providers to focus their resources in the areas of importance. The
research resulted in the development of a reliable and valid instrument for assessing
customer perceived service quality for cellular mobile services.
6) Kalavani (2006) in their study analyzed that majority of the respondents have givenfavourable opinion towards the services but some problems exist that deserve the
attention of the service providers. They need to bridge the gap between the services
promised and services offered. The overall Customers Preference towards Data Card
services is that they are satisfied with the existing services but still they want more
services to be provided.
7) Bhatt (2008), in his study titled A Study of Data Card Usage Among the PostGraduate Students analyzed that it is important for net users, service providers,
content developers, equipment manufacturers, as well as for parents and young people
alike that the key characteristics of Data Card technology is well understood so that
the risks associated with its potentially damaging or disruptive aspects can be
mitigated. This paper has tried to compare the usage difference by gender with respect
to the difference manufacturing and service provider companies.
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8) Shankar (2006) This article examines the emergence of innovation and valuecreation for enhancing customers' experience, as a result of increasing competition in
the Indian telecom industry during the late 1990s and early 2000s. The report provides
a detailed account of the evolution of the Indian telecom industry. It traces various
developments in the industry before, during and after the liberalization of the Indian
telecom sector. It also provides information about the increasing popularity of cellular
services which led to the emergence of several private telecom operators like Bharati
Tele Ventures, Hutchison Telecom, Idea Cellular Ltd, Reliance Telecom Ltd, etc.
9) Batra (2006) In this ICFAI journal of Consumer Prefrence has discussed thatIndia's economic prosperity and maturity has also helped to shape the world of
advertising agencies in India, enabling the latter to reach global standards.
Advertising has become serious and big business in India, with its worth being
estimated at Rs. 13,200-crore, by those in the know. This can only mean one thing
that apart from the quality of work, the volume of the work has increased. Companies
are using different media to persuade the customer. All most all marketing andadvertising agencies in India believe in the concept of 360 degree branding. Agencies
are creating, sharing and managing stories and brand experiences in a manner that
involves and engages, rather than interrupts and alienates.
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MAIN THEME OF THE PROJECT
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OBJECTIVE OF THE STUDY
PRIMARY OBJECTIVE
1) To find out the customer preference of data card on airtel
SECONDARY OBJECTIVE
1) To Study about the awareness among the customers about internet and data card2) To Study about purchase decision behavior of the customer
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SCOPE OF THE STUDY
Scope of the study is among the mobile customers of AIRTEL as well as other private
operators in the state of Kerala as well as the mobile service providers of Kerala. The
growing competition in the global market is showing that it is becoming increasingly
important for companies to grow with the expectation of their customers and gain new
customers. Gaining knowledge about customers' behavior is substantively important which
can only be examined by analyzing the role of various factors affecting purchasing behavior
of data card among customers and processes
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LIMITATIONS OF THE STUDY
The population sample collected may or may not a perfect representation of entirearea in state of Kerala
The data collected for the study are qualitative being subject to the personal biasof the respondents.
The foremost limitation was the short span of time which is quite insufficient toundertake an exploratory study.
The data card of airtel is in its initial of adaptation among the customers, so ittakes time to know the actual impact it made and the factors influencing switching
among consumers of Kerala
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RESEARCH METHODOLOGY
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RESEARCH METHODOLOGY
Research means a scientific and systematic search for pertinent information on a specific
topic. Research is a careful investigation or inquiry especially through search for new facts in
any branch of knowledge. Research comprises defining and redefining problems,
formulating hypothesis or suggested solution; collecting, organizing and evaluating data;
making deductions and reaching conclusions; and at last carefully testing the conclusions to
determine whether they fit the formulating hypothesis.
Methodology is defined as the study of methods by which we gain knowledge, it deals
with cognitive processes imposed on research the problems arising from the nature of its
subject matter.
Types of Research:-Descriptive Research
The research was descriptive in nature, researcher attempt to obtain a complete and accurate
description of situation. After analyzing the data the researcher attempts to predict the result
of action. Descriptive study is a comparative design that throws light on specifying objects
techniques of collecting the information taking out sample processing, analyzing and question
of report of finding. It must be prepared in keeping in view the objective of study and the
resources available. However it must ensure the minimization of bias and acceptation of
reliability of evidence collected.
Sampling Method: The sampling adopted for the study was non-probability sampling.
The respondents were chosen on the basis of convenience. In other words sampling procedure
adopted was non-probability convenience sampling.
Sampling design: It is a definite plan for obtaining sample from a given population. It
refers to the technique or procedure the researcher would adopt in selecting items for thesample. It consists of selecting the study and selection of the sample. In this study,
convenience sampling design was used which purely depends on the viewpoints of
researcher.
Sample Size: The sample size for the study was determined. A sample of 120 respondents
was chosen for administering the questionnaire.
Sample Area: The area for the study was conducted in Trivandrum city
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Data Collection Method:
The primary data was collected through questionnaire.The questionnaire was framedin such a manner to obtain correct information, graded suitably for the study.
The Secondary data refers to the information already collected and available forreference from sources such as Library, websites, journal books etc. Secondary data
about the company profile and other details such were collected from the company
websites and through personal discussion with the company
Questionnaire Design:
The structured questionnaire for Customer Preferences of Airtel data card with the following
types of questionnaires open ended, closed ended, multiple choice questions...
Tools Used For Analysis
The collected data is tabulated and analyzed using
1) Percentage Analysis2) Weighted Mean Method1) Percentage Analysis : Percentage analysis refers to specific kind of ratio.
Percentage is used in making comparison between two or more data. Percentage
relates to the data were presented in the table along with pictorial studied.
2) Weighted Mean Method : Another tool used in this study is weighted averagemethod for analyzing the rating and the ranking scales. It is know that a mean is
considered to be the most represented figure for the entire mass of data. This means
for the more realistic average is calculated by considereing the weighted averageforthe same. The weighted average mean has been ranked in this study
WEIGHTED AVERAGE=
Sum of the frequency times the column weight
Response count
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ANALYSIS AND INTERPRETAION
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TABLE NO: 1
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF GENDER
Serial No Gender Frequency Percentage
1 Male 62 52
2 Female 58 48
Total 120 100
Source: Survey Data
Inference:
As per the table 52% of the respondents are male and 48% of the respondents are female
CHART NO :1
GENDER OF THE RESPONDENTS
52%
48%
GENDER
Male
Female
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TABLE NO :2
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF AGE
Source: Survey Data
Inference:
As per the table Almost 41% of the respondents belong to age group of 15-25, 42% of the
respondents belong to the age 25-35, 12% of the respondents are in the age group 35-45, 5%
of the consumers are in 45-55
CHART NO 2
CLASSIFICATION OF RESPONDENTS ON THE BASIS OF AGE
41%
42%
12%5%
percentage
15-24
25-34
35-44
45-54
Serial No Age Frequency percentage
1 15-24 49 41
2 25-34 51 42
3 35-44 14 12
4 45-54 6 5
Total 120 100
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TABLE NO:3
OCCUPATION OF RESPONDENTS
Serial No Profession frequency Percentage
1 Student 38 32
2 GovtEmployees 8 7
3 Private Employees 49 41
4 Self employee 16 13
5 Others 9 7
Total 120 100
Source: Survey Data
Inference:
As per the table 32% of respondents are students, 7% Govt Employees, 41% Private
Employees, 13% Self employees and 7% are including in the other categories.
CHART NO :3OCCUPATION OF RESPONDENTS
32%
7%41%
13%7%
Occupation
Student
Govt Employees
Private Employees
Self employee
Others
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TABLE NO:4
USAGE OF INTERNET SERVICES
Serial No Usage Frequency Percentage
1 Yes 110 92
2 No 10 8
Total 120 100
Source: Survey Data
Inference:
As per the table 92% of respondents use internet service and 8% of the respondants dont use
internet services
CHART NO : 4
WHETHER THE RESPONDETS USE THE INTERNET SERVICE OR NOT
0
50
100
Yes
No
92
8Percentage
Usage Of Internet Services
Whether the respondents use the
Internet Services or not
Percentage
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TABLE NO: 5
THE FREQUENCY OF CONNECTING TO THE INTERNET
Serial No Connectivity Frequency Percentage
1 Once In a Day 17 14
2 Twice In a Week 42 35
3 Regularly 61 51
Total 120 100
Source: Survey Data
Inference:
As per the table 14% of respondents use internet service once in a day 35% of the
respondents use internet services twice in a week and 51% are regular users of the internet
CHART NO 5
THE FREQUENCY OF CONNECTING TO THE INTERNET
14%
35%
51%
Percentage
1
2
3
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TABLE NO:6
THE AWARENESS OF DATACARD
Serial No Awareness of
data card
Frequency Percentage
1 Yes 96 80
2 No 24 20
Total 120 100
Source: Survey Data
Inference:
As per the table 80% of respondents are aware about the data card and a minority of 20% are
unaware about the internet data card
CHART NO : 6
THE AWARENESS OF DATACARD
80%
20%
Awareness of data card
Yes
No
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TABLE NO : 7
AWARENESS OF DIFFERENT BRANDS IN DATA CARD
Serial No Brand of data card Frequency Percentage
1 AIRTEL 14 11
2 BSNL 35 29
3 IDEA 39 33
4 RELIANCE 21 18
5 MTS 11 9
Total 120 100
Source: Survey Data
Inference:
As per the table it shows that 33% of respondants are aware of Idea ,and 29 % of the
customer are aware of BSNL ,and 18 % are aware of Reliance , 11% are aware of Airtel, 9%
are aware of MTS
CHART NO : 7
AWARENESS OF DIFFERENT BRANDS IN DATA CARD
11%
29%
33%
18%
9%
Brand of data card
AIRTEL
BSNL
IDEA
RELIANCE
MTS
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TABLE NO : 8
WHETHER THE CUSTOMERS ARE UPDATE WITH THE CURRENT OFFERS
OF DATA CARD
Serial No Whether Update
with offers of
data card
Frequency Percentage
1 Yes 88 73
2 No 32 27
Total 120 100
Source: Survey Data
Inference:
As per the table 73% of the customer are Up to date with the currents offers of the data
card , 27 % of the customer are not up todate with the current offers of data card
CHART NO 8 :
WHETHER THE CUSTOMERS ARE UPDATE WITH THE CURRENT OFFERS
OF DATA CARD
73%
27%
Whether Update with offers of
data card
Yes
No
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TABLE NO : 9
TYPE OF NET CONNECTION
Serial No Type of net
connection
Frequency Percentage
1 Prepaid 83 69
2 Post paid 37 31
Total 120 100
Source: Survey Data
Inference:
As per the table 69 % of the customer are using prepaid connection and 37 % of the customer
are using post paid
CHART NO : 9
TYPE OF NET CONNECTION
0%
69%
31%
Type of internet connection
Prepaid
Post paid
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TABLE NO 10
THE CONNECTION USED BY THE CUSTOMERS
Serial No Brand of data card Frequency Percentage
1 AIRTEL 14 11
2 BSNL 35 29
3 IDEA 39 33
4 RELIANCE 21 18
5 MTS 11 9
Total 120 100
Source: Survey Data
Inference:
As per the table 33 % of the customer are using Idea Connection , 29 % of the customer are
using BSNL Connection , 18 % of the customer are using Reliance Connection , 11 % of the
customer are using Airtel Connection , 9 % of the customer are using MTS connection
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CHART NO :10
THE CONNECTION USED BY THE CUSTOMERS
11%
29%
33%
18%
9%
Percentage
AIRTEL BSNL IDEA RELIANCE MTS
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TABLE NO 11
HOW THE CUSTOMER CAME KNOW ABOUT AIRTEL DATA CARD
Serial No The source of
knowledge about
airtel data card
Frequency Percentage
1 Advertisement 102 85
2 connectivity 3 3
3 schemes 6 5
4 goodwill 9 7
Total 120 100
Source: Survey Data
Inference:
As per the table 85 % of the customer came to know about through Advertisement , 3 %
came to know through connectivity , 5 % of the customer came to know through Schemes , 7
% of the customer came to know through goodwill
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CHART NO :11
HOW THE CUSTOMER CAME KNOW ABOUT AIRTEL DATA CARD
85%
3% 5%7%
Percentage
Advertisement
connectivity
schemes
goodwill
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TABLE NO :12
THE TYPE OF AVDT MOSTLY INFLUENCED MOSTLY IN CHOOSING AIRTEL
SERVICE PROVIDER
Serial No The source of
knowledge about airtel
data card
Frequency Percentage
1 Friends &Family 13 11
2 TV Advertisement 65 54
3 Magazine&Newspaper 42 35
Total 120 100
Source: Survey Data
Inference:
As per the table 54 % came to know about knowledge of airtel data card through TV Advt ,
35 % came to know about knowledge of airtel data card through Magazine & Newspaper , 11% came to know about knowledge of airtel data card through Friends & Family
CHART NO 12
THE TYPE OF AVDT MOSTLY INFLUENCED MOSTLY IN CHOOSING AIRTEL
SERVICE PROVIDER
0204060
11
54
35
percentage
The type of advertisement mostly influencedin choosing airtel
Percentage
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TABLE NO : 13
THE PREFERENCE OF THE CUSTOMERS ON THE BASIS OF SCHEMES AND
PROMOTIONS
Serial No preferences of
customers on the
basis of schemes
and promotions
Frequency Percentage
1 Free gift 5 4
2 Free usage 104 87
3 discounts 11 9
Total 120 100
Source: Survey Data
Inference:
As per the table 87 % of the customer prefer Free usage on the bases of schemes and
promotions , 9 % the customer prefer Discounts on the bases of schemes and promotions , 4
% the customer prefer Free Gift on the bases of schemes and promotions
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CHART No :13
THE PREFERENCE OF THE CUSTOMERS ON THE BASIA OF SCHEMES AND
PROMOTION
4%
87%
9%
The preferences of customers on the basis
of schemes and promotions
Free gift
Free usage
discounts
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TABLE NO 14
THE PURPOSE FOR CUSTOMER TO PREFER AIRTEL DATA CARD
Serial No The purpose for
customer to prefer
Airtel data card
services
Frequency Percentage
1 Personal use 39 31
2 Business purpose 17 14
3 Both 65 55
Total 120 100
Source: Survey Data
Inference:
As per the table 55 % of the customer prefer airtel data card services for both personal and
business purpose , 31 % of the customer prefer airtel data card services for personal use , 14
% of the customer prefer airtel data card services for business purpose
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CHART NO : 14
THE PURPOSE FOR CUSTOMER TO PREFER AIRTEL DATA CARD
31
14
55
0
10
20
30
40
50
60
Personal use Business purpose Both
Percentage
The purpose for customer to prefer Airtel data card services
The purpose for customer to prefer
Airteldata card services
Percentage
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TABLE NO 15
FROM WHERE THE CUSTOMER BUY DATA CARD
Serial No the customer buy
data card from
Frequency Percentage
1 Company outlets 79 66
2 Retailer 41 34
Total 120 100
Source: Survey Data
Inference:
As per the table 66 % of the customer bought from the Company Outlet , and 34 % of the
customer bought from the Retailers
CHART NO 15
FROM WHERE THE CUSTOMER BUY DATA CARD
0
20
40
60
80
Company outlets Retailer
66
34
Perce
ntage
customer buy data card from
The customer buy data card from
Percentage
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TABLE NO 16
WHETHER THE CUSTOMER IS SATISFIED WITH THE AIRTEL CUSTOMER
SERVICES
Serial No customer is satisfied
with the of airtel
customer services or not
Frequency Percentage
1 Yes 116 97
2 No 4 3
Total 120 100
Source: Survey Data
Inference:
As per the table 97 % of the customer are satisfied with the customer services and 3 % of
the customer are not satisfied with the customer services
CHART NO :16
WHETHER THE CUSTOMER IS SATISFIED WITH THE AIRTEL CUSTOMER
SERVICES
97%
3%
Whether the customer is satisfied
with the of airtel customer services
or not
Yes
No
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TABLE NO 17
WHETHER THE CUSTOMER IS SATISFIED WITH THE PERFORMANCE OF
AIRTEL DATA CARD
Serial
NoOpinion Freqeuency weight total
1Highly
satisfied10 5
50
2 Satisfied 95 4 380
3
Neither
satisfied not
dissatisfied
5 3
15
4 Dissatisfied 10 2 20
5Highly
dissatisfied0 1
0
Total 120 465
Weighted Mean
Frequency x Weight/ Total Frequency Weighted Mean
465/120 3.87
The Weighted Mean was found to be 3.87 which show that the customers are satisfied with
the airtel data card
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TABLE NO 18
WHETHER THE CUSTOMER THINK THAT THEY ARE SPENDING MORE ON
THE INTERNET BILL ACCORDING TO THE USAGE OR NOT
Serial No Whether the customer
think that they are
spending more on the
internet bill according to
the usage or not.
Frequency Percentage
1 Yes 116 97
2 No 4 3
Total 120 100
Source: Survey Data
Inference:
As per the table 97 % of the customer think that they are spending more on the internet bill
according to the usage , 3 % of the customer think that they are not spending more on theinternet bill according to the usage
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CHART NO 18
WHETHER THE CUSTOMER THINK THAT THEY ARE SPENDING MORE ON
THE INTERNET BILL ACCORDING TO THE USAGE OR NOT
97%
3%
Whether the customer think ,they arespending more on the internet bill
according to the usage or not.
Yes
No
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TABLE NO 19
HOW LIKELY THE CUSTOMER RECOMMEND ABOUT THE AIRTEL DATA
CARD TO OTHERS
Serial No How likely the customer
recommend about the
airtel data card to others
Frequency Percentage
1 Definitely 20 17
2 Probably 65 55
3 Definitely not 25 20
4 Probably not 10 8
Total 120 100
Source: Survey Data
Inference:
As per the table 17 % of the customer will Definitely recommend about airtel data card to
others , 55 % of the customer will Probably recommend about airtel data card to others , 20 %
of the customer will Definitely Not recommend about airtel data card to others , 8 % of the
customer will Probably Not recommend about airtel data card to others
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CHART NO 19
HOW LIKELY THE CUSTOMER RECOMMEND ABOUT THE AIRTEL DATA
CARD TO OTHERS
17%
55%
20%
8%
How likely the customer
recommend the airtel data card
to others
Definitely
Probably
Definitely not
Probably not
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TABLE NO 20
Rate the factors on importance they hold as the customer in purchasing decision of
airteldata card
RANK 1 2 3 4 5 Total
FACTORS31 30 25 20 14
120Signal strength
Internet speed 25 27 25 18 25 120
Tariff plan 29 22 21 20 28 120
Easy handling 25 26 19 25 25 120
price 14 25 20 36 25 120
Source: Survey Data
Calculation
RANK 1 2 3 4 5 frequency
FACTORS
31 60 75 80 70
120 2.63
Signal strength
Internet speed 125 108 75 36 25 1202.92
Tariff plan 145 88 63 40 28 120 2.96
Easy handling 125 104 57 50 25 120 2.99
price 70 100 60 72 25 120 3.29
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INFERENCE:
Source: Survey Data
The above table shows the preference of factors which influence the purchasing
decisions of the customer and which the customer expects from Airtel data card. We can see
that the signal strength scores the highest rank as it has got the highest mark. The internet
connection speed gains the second position, whole third rank goes to tariff plans, easy
handling matters the customer decision and being placed in the fourth position, and Price of
data card scores the fifth rank and which least bothers the customer. Thus the data says that
the customer give prime importance to signal strength f the service provider which permits
the customer to use the internet data card anywhere he goes. Then the speed of the internet
connection matters to customers, which enables him to browse the internet and download the
required data needed for him. Then comes the Tariff plans provided by the service provider.
The customer chooses the tariff plan which includes many offers and free usages etc., and the
voice clarity of particular network. The easy handling of the internet data card is also
affecting the customers decision making. The price of data card is also affects the decision
making of the customer in purchasing the internet data card.
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FINDINGS
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FINDINGS
An analysis regarding the gender of customers shows that 52 % are male and 48% arefemale
As per analysis Almost 41% of the respondents belong to age group of 15-24,42% of the respondents belong to the age 25-34, 12% of the respondents are in the
age group 35-44, 5% of the consumers are in 45-54
As per analysis it shows the occupants are 32% of respondents are students, 7%Govt Employees, 41% Private Employees, 13% Self employees and 7% are including
in the other categories.
Regarding the usage of internet services 92% of respondents use internet service and8% of the respondents dont use internet services
The analysis shows that 14% of the respondents use internet service once in a day35% of the respondents use internet services twice in a week and 51% are regular
users of the internet
Regarding the awareness of the data card shows 80% of respondents are aware aboutthe data card and a minority of 20% are unaware about the internet data card
From among the different service providers the awareness among the respondentsshows the status 33% of respondents are aware of Idea ,and 29 % of the customer are
aware of BSNL ,and 18 % are aware of Reliance , 11% are aware of Airtel, 9% are
aware of MTS
As concern with the up-to-date awareness of offers of data card 73% of the customerare Uptodate with the currents offers of the data card , 27 % of the customer are
not uptodate with the current offers of data card
It is found that 69% are Prepaid users and where has 31% are Post Paid users As per the brands of connection following shows 33 % of the customer are using Idea
Connection , 29 % of the customer are using BSNL Connection , 18 % of the
customer are using Reliance Connection , 11 % of the customer are using Airtel
Connection , 9 % of the customer are using MTS connection
According to the analysis 85 % of the customer came to know about throughAdvertisement
Regarding the the type of advt that influence the customer about airtel data card 54 %came to know about knowledge of airtel data card through TV Advt
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As per the analysis 87 % of the customer prefer Free usage on the bases of schemesand promotions
The analysis shows 55 % of the customer prefer airtel data card services for bothpersonal and business purpose
As the table shows 97 % of the customer are satisfied with the customer services As per the graph it say that 17 % of the customer will Definitely recommend about
airtel data card to others , 55 % of the customer will Probably recommend about airtel
data card to others , 20 % of the customer will Definitely Not recommend about airtel
data card to others , 8 % of the customer will Probably Not recommend about airtel
data card to others
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SUGGESTION
To survive in such a competitive market, knowledge about the product is a must. Forthis there should be sustained efforts in making the consumer aware about the qualityand its benefits. Airtel should deliver attractive advertisements which contain
information regarding its tariff plan and other offers. Airtel has got a good tariff plan
and other offers comparing with other service providers, But the customers are
unaware about it. So effective advertisements only can serve the purpose tariffs.
The company should provide free usage and some discounts inorder to increase thecustomer preference of the data card
Airetl should made an efforts to make the customer service better Depending on the market conditions / competition from other brands, there should be
flexible pricing mechanism
Device installation and registration on site should be easier to work so that customersneed not to give more papers at the time of purchasing a new connection
Company should come with some good and effective plans to make the customersatisfied.
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CONCLUSION
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CONCLUSION
The study on the customer preference on AIRTEL data card is a study which was carried out
to find out the preference of customer in choosing the data card and the scope for airtel in the
data card market. The factors that affect the customer decision making in the purchase of
internet data card was also found out. The study also intended to know the awareness of
customers about the internet data card. The objective of the study is achieved by analyzing
the questionnaires filled by the customer of airtel and other private operators from
Trivandrum city
From the study it was found that the prominent factors are signal strength internet speed,
tariff plan, easy handling of the internet data card and also the price. Though the airtel has got
very good customer services and many attractive factors, it is not yet become the market
leader in the internet data card segment
From the study it was found out that the market leader in this segment is Idea, BSNL, and
Reliance. Improve the signal strength and internet speed of airtel data card and restructure thetariff plans in order to suite the pocket of average Indian customer can make an impact in this
segment. The company should go for mass advertising and awareness drive about internet
data card of airtel. The company should take step to improve the awareness of the customer
and prospective customer regarding their products and services and to improve the quality of
data card. By considering the factors airtel can become undisputed market leader
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BIBLIOGRAPHY
BOOKS
Kothari C R Research Methodology Methods & Techniques New Age International(P) Ltd publishers, 2005
Kotler Philip , Principles of Marketing , Sultan Chand and Company Ltd ., NewDelhi 2002
Kaushal, Rajeev & sinha. Tele Communication , Indian brand equity foundation,Dec,2008
.Kalwani, Banumathy, Consumers Attitude towards Cell phone Services, 2006
Seth et, Etal, Managing the Customer Perceived Service Quality for Cellular Mobile Telephone: an Empirical Investigation, 2008
WEB SITES
www.airtel.co.in www.coai.com www.trai.gov.in The Indian Telecom Industry, Vatsal Goyal, 2007 Investment Surge in the Indian Telecom Space, Times Global, Issue 2, 2008
http://www.trai.gov.in/http://www.trai.gov.in/http://www.trai.gov.in/8/2/2019 airtel shahid
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APPENDIX
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1) SexA. Male B. Female
2) AgeA. 15-25B. 25-35C. 45-55D. 55-65
3) OccupationA. Student B. Govt Employee C. Private EmployeeE. Self Employee F. Others
4) How often do you connected to net?A. Once B. Twice C. Regularly
5) Do you use Internet Services ?A. Yes B. No
6) What type of Net Connection do you use ?A. USB Modem B. Broad Band
7) Are you aware of Data Card?A. Yes B. No
8) Which of the followingbrands of data card you are aware of ?A. Airtel B. BSNL C. Idea D. Reliance E. MTS
9) Are you Up To Date with the current offers of Data Card ?A. Yes B. No
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10)If USB modem what type of net connect are you using ?A. Post Paid B. Pre Paid
11 ) Which of the following connection are you using?
A. Airtel B. Idea C. Reliance D. MTS E. BSNL12) You came to know about Airtel data card through ?
A. Advt B. Connectivity C. Schemes D. Good will
13)Which type of advertisement mostly influencing you to choose Service Provider ?A. Friends & Family B. TV Advt C. Magazine& Newspapers
14) What are your preferences on the basis of schemes and promotions ?A. Free Gift B. Free Usage C. Discounts
15) For what purpose do you prefer airtel data card services ?A. Personal Use B. Business Purpose C. Both
16)Please rate the factors on importance they hold for you in purchase decision of AirtelData card.(1 least important to 5 most important) ?
No Attributes/Benefits Rating
1. Price
2. Easy handling
3. Net Speed
4. Signal Strength
5. Availability in store
6. Tariff plan
7. Offer/Discounts
17) From Where did you buy the Data Card ?A. Company Outlets B. Retailer C. Not Using
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18)Ranking of various services Providers on Data Card on the basis of Priority?
No. Attributes
1. Airtel
2. Idea
3. BSNL
4. Reliance
5. MTS
19)Are you Satisfied with the customer services ?A. Yes B.No
20) Are you Satisfied with Airtel Data card ?A. Likely B. Very Likely C. Unlikely D. Very Unlikely
21)Do you think that you are spending more on your net bill according to the usage ?A. Yes B. No
22)How likely will you recommend about Airtel Data Card to Others ?A. Definitely B. Probably C. Definitely Not D. Probably Not