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Project ReportON

SUBJECT

CONSUMER BEHAVIOURResearch Study of Consumer Behavior in

Postpaid Customer Segment

Prepared By:

IIIrd Module PGCP(2007-2009)

Suryadatta Institute of Management and Mass Communication (SIMMC), Dhankawdi, Pine.

Submitted to:

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Acknowledgement

I would like to acknowledge and extend my gratitude to the following

persons who have made the completion of this project possible:

First of all I would like to thank our Project Coordinator Prof. Mrs.

Reena Dhaar for her great help. As she is being my Project Coordinator she

provided me very necessary and important guidance and support until the

submission of my project.

Secondly, I would like thank S.B. Chordiya Sir, Chairman of Suryadatta

Group of Institute, and Bhaporikar Sir, Director of SIMMC, to provide us such

a very exiting opportunity and for their good help to provide a better

coordination and control among all the activities related to completion of the

project.

Again I would like to thank all the members of our Placement Cell to help

me and other students to get placed in good and reputed company for the

Summer Project.

I also thank to Mr. Ravikant Ekade, Assistant Sales Manager – APPCO

Marketing (India) Pvt. Ltd., to provide me right kind of training and information

helpful to my project. I also thank all my Seniors and Friends to give me proper

guidance and support for preparing the Project.

Lastly, I would like to be very thankful to the whole Family of SIMMC

for their continuous effort in making the whole Project Activity very much

learning and Interesting.

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Table of Contents

1. Introduction

1.1Explanation about the Topic in brief (i.e. Consumer Behavior)

1.2Reasons for selecting the Topic

1.3Importance of the Topic to the company

1.4Learning from the Topic

2. Organization Profile

2.1Company History

2.1.1 Formation of the company

2.1.2 Scope of products and services

2.1.3 Collaborations

2.1.4 Head Office and Branches

2.1.5 Organization Chart

3. Research objectives and Scope of Research project

3.1Problem definition

3.2Objectives of the Research project

3.3Product Scope

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4. Research Methodology and Limitations

4.1Research Design

4.2Hypothesis

4.3Sampling Plan

4.4Sample size determination

4.5Data collection Instrument

4.6Research Limitations

5. Analysis, Interpretation and Presentation

5.1Method to be Adopted

5.2Analysis of Question

5.3Interpretation

6. Conclusion and Suggestions

7. Limitations

Annexure

Bibliography

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1.1 The Topic

“Research Study of Consumer Behavior in Postpaid Customer

Segment”

Consumer Behavior:

“Consumer Behavior is the study of how individuals, groups and

organization select, buy, use and dispose of goods, services ideas or experience

to satisfy their needs and wants.”

- By Philip Kotler.

Marketer must fully understand both the theory and reality of Consumer

Behavior. A consumer’s buying behavior is influenced by cultural, social and

personal factors. Cultural factors exert the broadest and deepest influence.

1. Cultural Factors

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Culture, subculture and social class are particularly important influences

on consumer buying behavior. Culture is the fundamental determinant of a

person’s wants and behavior. The growing child acquires a set of vales,

perceptions, preferences and behaviors through his or her family and other

key institutions. A child growing up in the United States is exposed to the

following values: achievement and success, activity, efficiency and

practicality, progress, material comfort, individualism, freedom, external

comfort, humanitarianism, and youthfulness. A child growing up in a

traditional middle-class family in India is exposed to the following values:

respect and care for elders, honesty and integrity, hard work, achievement

and success, humanitarianism, and sacrifice.

2. Social Factors

In addition to cultural factors, social factors such as reference groups,

family, and social roles and statuses affect the process of buying behavior.

a) Reference Groups:

A person’s reference groups are all the groups that have a direct

(face-to-face) or indirect influence on their attitudes or behavior.

Groups having a direct influence are called membership groups.

Some of these are primary groups with whom the person interact

fairly continuously and informally, such as family, friends,

neighbors, and coworkers.

b) Family:

The family is the most important consumer buying organization in

society, and family members constitute the most influential primary

reference group. We can distinguish between two families in the

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buyer’s life. The family of orientation consists of parents and

siblings. From parents a person acquires an orientation toward

religion, politics, and economics and a sense of personal ambition,

self-worth and love.

c) Role and Status:

A person participates in many groups – family, clubs and

organizations. Groups often are an important source of information

and help to define norms for behavior. We can define a person’s

position in each group to which he belongs in terms of role and

status. A role consists of the activities a person is expected to

perform. Each role carries a status. A senior vice president of

marketing has more status than a sales manager, and a sales

manager has more status than an office clerk.

3. Personal Factors

A buyer’s decisions are also influenced by personal characteristics. These

include the buyer’s age and stage in the life cycle; occupation and

economical circumstances; personality and self-concept; and lifestyle and

vales. Because many of the characteristics have a very direct impact on

consumer behavior, it is important for markets to follow them closely.

a) Age and stage in the life cycle

b) Occupation and economic circumstances

c) Personality and self-concept

d) Lifestyle and values

Key Psychological processes

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The starting point for understanding consumer behavior is the stimulus-

response model. Marketing and environmental stimuli enter the consumer’s

consciousness, and a set of psychological processes combine with certain

consumer characteristics to result in decision processes and purchase and

decisions. The marketer’s task is to understand what happens in the consumer’s

consciousness between the arrival of the outside marketing stimuli and the

ultimate purchase decisions. Four key psychological processes-

1. Motivation

2. Perception

3. Learning

4. Memory

- fundamentally influences consumer responses.

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Key Psychological Process

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marketing stimuli

Product and ServicesPriceDistributionCommunication

Other Stimuli

EconomicTechanologicalPoliticalCultural

Consumer Psychology

MotivationPerceptionLearnigMemory

Consumer Characteristics

CulturalSocialPersonal

Buying Decision Process

Problem recognitionInformation searchevaluation of alternativesPurchase decisionPost purchase Behavior

Purchase Decision

Product ChoiceBrand ChoiceDealer ChoicePerchase AmountPurchase TimingPayment Method

1.2 Reason for selecting the Topic

“Customer is a king of Market.”

There was a time years ago, whatever the seller produces, he sells in the

market and the customer has to buy the same. But in the current scenario due to

the keen competition in the market, the situation has changed. Now seller has to

produce what customers want, to sustain in the market.

In the same way to know what customers want, one has to observe the

behavior of the customer. This is the reason why this topic is given importance

for selection.

Once marketer understands the mentality, thought process and reaction for

certain product, he can easily grab the market share. Sales are largely bases on

the Customers then the product and services offered by the marketer. The study

of consumer behavior helps in (1) Product Development and Improvement (2)

Launching of new Product (3) Deciding and targeting to particular Market

Segment (4) Estimating Advertisement and branding Budget.

1.3 Importance of the Topic to the company

There are mainly two important Assets for any marketing company, i.e.

customers and clients. Such companies need to understand the customer’s

behavior toward the brand they are marketing for. Such a Cobra Group also

understands the same and hence study of Consumer Behavior is very much

important for the company.

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2.1 COMPANY HISTORY

2.1.1 Formation of the company

APPCO

Southeast Asia's Leading

Face-to-face

Marketing Experts

TURNKEY OUTSOURCED SOLUTIONS TO TAKE BRANDS DIRECT

TO CHOSEN TARGETS.

Established in Southeast Asia since 1995, the APPCO Group is a market

leader in providing a turnkey outsourced solution for companies who wish to

engage in Personal Selling or Sales Promotion activities.

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As Face-to-face Marketing experts, we provide the strategy consultation,

the method and the fulfillment to enable our clients to take their brand, product

or services direct to their chosen customer.

The APPCO Group operates throughout Southeast Asia, including

Malaysia, Singapore, Thailand, Indonesia, India and Philippines. And has a

valuable collective resource of over 1,000 full-time personnel, all highly skilled

and trained in sales and promotional work. The APPCO Group is a member of

the Cobra Group, which is internationally established in 20 countries.

The benefits of working with APPCO

APPCO is a market leader in the Face-to-Face Marketing Industry. Major

companies and corporations appoint APPCO for our expertise and ability to

deliver measurable results.

Cost on Acquisition Model

APPCO operates on a Cost on Acquisition model.

Sales training

APPCO provides detailed and comprehensive sales training to all levels of

Sales Teams.

Brand building

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Trademarked as the 'Human Commercial ™', APPCO's sales team is

trained to carry your brand and message to your chosen customer. Sales

marketed through branded 'event sites' also work in increasing brand

awareness and presence.

Volume sales

APPCO is exceptionally skilled and has vast experience in high volume,

transactional sales. APPCO can deploy a scalable nationwide sales force

for a client within months.

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What is APPCO’s Turnkey Solution ?

APPCO's Turnkey Solution is a comprehensive strategy to answer all your

Personal Selling or Sales Promotion needs. Whatever your chosen target

markets, we provide the following Turnkey Solutions to obtain optimum

measurable results.

APPCO Turnkey Solution

Step 1: Strategy Consultation

Strategy Consultation is our two-pronged approach to deciding on the best

course of action for your brand, product or service or whether you need to build,

replace or complement your existing sales force.

Step 2: Selection, Training and Management

Once we've decided on a suitable course of action, we move on to the selection,

training and management of a face-to-face sales team. APPCO has an extensive

Sales Force thought out SE Asia all full time and highly skilled in all aspects of

face-to-face marketing.

Step 3: Execution

The right avenue to the customer

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The third step of our Turnkey Solution is determining the best and most effective

avenue to approach your targeted market. APPCO is highly experienced in

taking specialized marketing programmes directly to the customer via face -to

face Residential, Business or Event marketing routes.

Step 4: Measurable Results

The final step involves obtaining, collating and disseminating measurable results

for all marketing programmes. APPCO guarantees results and these are

measured through Sales, Lead Generation, Data Collection and Completed

Questionnaires depending on the specific client requirements.

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2.1.2 Scope of product and services

APPCO is marketing based company. It is working in this field since1995.

APPCO has been marketing for more than 50 clients (company). All the clients

are broadly classified in 5 categories by the company. They are as follows:

1) Financial Clients

2) Telecommunication Clients

3) FMCG Clients

4) Charitable Organization

5) Other Industries

1. Financial clients:

With a vast experience spanning 10 years, our Financial Services

arm runs as a specialized division within the Group, working with some of

the largest international financial institutions like Standard Chartered Bank

and HSBC.

Our typical Routes to Market for financial services corporate sales

include:

B2B Business-to-Business marketing

Event marketing

Experience in Corporate Sales:

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Corporate Credit Card marketing

Corporate Charge Card marketing

Business loans

Clients they have worked with:

Standard Chartered Bank

HSBC

American Express (AMEX)

Citibank

ABN Amro Bank

United Overseas Bank (UOB)

AmBank

Development Bank of Singapore (DBS)

2. Telecom Clients:

With a vast experience spanning 10 years, our Telecom arm runs as a

specialized division within the Group.

Our typical Routes to Market to targeted customers include:

Residential door-to-door marketing

Neighborhood residential events

Event marketing

Experience in Consumer Sales:

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Consumer post paid mobile line sales, including 3G

Consumer internet/Broadband sales

Wireless Internet sales including HSDP

Home fixed line and related services

Consumer IDD discount sales

Clients they have worked with:

Airtel

Telekom Malaysia

TM Net

Maxis

Celcom

Digi

Time Telecom

SingTel

SingNet

StarHub

Pacific Internet

3. FMCG clients:

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For the FMCG sector, APPCO provides skilled manpower to assist with

brand or product promotions, demonstrations and sales.

APPCO scope of work

Super market sampling and trial of product

Street promotions

Shopping-centre promotions

Event and trade show promotions

Clients we’ve worked with:

Unilever

Red Bull

Nestle

F&N

Walls

Dumex

 

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4. Charitable organization:

The APPCO Group has established a specialized division called Support

Direct to assist charities and non-profit organizations to create awareness

for their work and to raise much needed funds.

Charities they have worked with:

UNICEF Thailand (United Nations Child Fund)

UNICEF Indonesia

WWF Malaysia (Worldwide Fund for Nature)

WWF Indonesia

The National Heart Foundation of Indonesia

The National Heart Foundation of Singapore

MAKNA (Majlis Kanser Nasional)

NKF (National Kidney Foundation of Malaysia)

The BUDIMAS Charitable Foundation- Malaysia

Club Rainbow Singapore

Singapore Cancer Society

EMCC (Eagles Mediation and Counseling Centre Singapore )

5. Other Industries:

All programs are tailor-made for different industries and sectors whether

you are an established corporation seeking a large scale marketing

program or an SME looking to do a small test market of your product or

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service, we can lend our skills to anyone who requires a face-to-face sales

force targeted towards consumers or businesses.

Other clients they have worked with:

Alarm companies

Satellite TV companies

Cable TV companies

Hospitality and leisure outlets

Energy Companies (Gas and electricity)

Utility Companies

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2.1.3 Collaborations

The APPCO Group is a member of the Cobra Group, which is

internationally established in 20 countries.

Under the head of collaborations, APPCO gets collaborated with all their

Clients.

Airtel got collaborated with APPCO, being the client. Airtel got

collaborated with APPCO for its Postpaid Sales Division. After 1 year of hiring

Services for Sales and marketing activity with APPCO, Airtel closed its Direct

Sales Agent (DSA) Department because what ever its DSA sales in a weak

APPCO provide that much sales in a day.

This is how APPCO collaborate and provide the performance with their

tailor-made techniques of marketing.

If there is any company who does not fall in the four above mentioned

categories, it is also to be treated specially and according to product and selling

process APPCO design the selling and marketing system.

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2.1.4 Head office and Branches

Head office (worldwide)

The Cobra Group

Studio 320, Highgate Studios

53-79 Highgate Road

London NW5 ITL

United Kingdom

Head office (India)

Appco Marketing India Pvt. Ltd.

B 27/302 3rd Floor Commerce Centre,

Bhd Crystal Plaza,

New Link Road,

Andheri W,

Mumbai – 400053

Head office (Malaysia)

Appco Sdn Bhd

Lot M-1, Mezzanine Floor

Block B, HP Tower

No. 12, Jalan Gelenggang

Bukit Damansara

50490 Kuala Lumpur

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Head office (Singapore)

Appco Pte Ltd

34B Circular Rd

Singapore 049390

Head office (Indonesia)

PT Appco Direct

Deutsche Bank Building

Suite 801 Fl. 8, Jl Imam. Bonjol

No 80. Jakarta Pusat

Head office (Thailand)

APPCO Limited

159, Serm-Mit Tower

Floor 17, Unit 1703/2-3

Sukhumvit 21 (Asoke) Road

North Klong Toey, Wattana

Bangkok 10110

Head office (Philippines)

Appco Direct Int’l Inc.

Regus Office Suites

27th Floor, Tower 2

The Enterprise Center

No. 6766, Ayala Avenue

Corner Paseo de Roxas

Makati City 1226

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Organization Chart

All over the world APPCO follows the same organizational structure, shown

bellow, followed by the Pune Branch.

The figure bellow is the Organizational Chart for the Pune Branch of the

Appco.

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Regional head(Pune)

Branch Managers

Asst. Managers

Team Leaders

Sales Executives

Sales Trainees

Chapter - 3Research objectives

& Scope of Research

CH-3 Research objectives

&

Scope of Research project

Introduction:

Research always starts with a question or a problem. Its purpose is to

answer to questions through the application of the scientific methods. It is a

systematic and intensive study directed towards a more complete knowledge of

the subject studies. Once the problem is defined properly then one can easily

chalk out the Objectives for the research.

3.1 Problem Definition

“A problem well defined is half-solved”

Poorly defined problems create confusion and do not allow the researcher

to develop a good research design. The first step in research is formulating a

research problem. It is the most important stage in applied research as poorly

defined problems will not yield useful results.

It may be mentioned that the problem formulation from the researcher’s

point of view represents translating the management problem into a research

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problem. In order to formulate an appropriate research problem on the basis of a

management problem, it is necessary to have a meaningful dialogue between the

researcher and the manager. Without a meaningful dialogue, the problem is

likely to be defined poorly. The research carried out on that basis will hardly

have any value for the management.

After a problem has been chosen, the next task is to formulate it precisely.

This too needs a good deal of care on the part of marketing researchers.

Formulation implies a clear statement or definition of the problem.

A complete problem definition must specify each of the following:

1. Sample and sampling units

2. Time and space boundaries

3. Product features, and consumer preferences

4. Specific environmental conditions

Taken together these four aspects identify who, when, where, and what of

the research.

Here at APPCO my research project was undertaken with its Client Airtel.

With the respect of the respective head under ‘Problem Definition’ my research

project is defined as follows:

“Research Study of Consumer Behavior in Postpaid Customer

Segment”

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3.2 Objectives of the Research Project

The subject matter for this research Project is to study the behavior of the

customer regarding the Post paid connections offered by Airtel in Pune. This

project consists of different objectives. They are as follows:

To know the test and preferences of consumer for the Postpaid products

To know the current market share of Postpaid connections

To measure the customer satisfaction regarding the post paid connection

To understand the reaction of consumers by listening to the Brand

To know the sex ratio of Airtel users

To know the current market player and competitors

To study the customers’ thought process

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3.3 Product Scope

Scope of Airtel postpaid Product marketed by APPCO:

Appco had started Marketing and sales for Airtel from 2004 from

Mumbai. Appco successfully hit the market in the postpaid sector. Right now

Appco is marketing for Airtel in Pune, Chennai, Calcutta and Bangalore. In all

this regions Appco is running very successfully due to their strategic marketing

methods. Appco is now focusing towards Delhi, Ahmadabad, Punjab and other

regions of Maharashtra. For this further development Appco has conducted

recently the test marketing in Ahmadabad and Sholapur. The results ware

satisfactory for the test marketing conducted at these areas.

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Chapter - 4

Research Methodology

&

Ch-4 Research Methodology

&

Limitations

4.1 Research Design:

Research Design is the plan, structure and strategy of investigation

conceived so as to obtain answers to research questions and to control variance.

Descriptive Research

The type of research Design for this Research Project is Descriptive

Research. Under the head of the Descriptive Research this project is based on the

cross sectional studies.

The cross sectional studies are of two types:

1. Field studies

2. Surveys

This research is based on the surveys.

The complete research design is formulated with the following steps:

1. Identify and define the problem

2. Choice of Research Design

3. Determining sources of Data

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4. Designing data collection Forms

5. Determining sampling design and sampling size

6. Organizing and conducting the field survey

7. Processing and analyzing the collected data

8. Interpretation and conclusion

4.2 Formulate a Hypothesis:

Conventional approach to hypothesis testing is to set up two hypotheses

instead of one in such a way that if one hypothesis is true, the other is false. Two

hypotheses, for this research, are as follow:

1. Null Hypothesis – H0: Customers are satisfied.

2. Alternative Hypothesis – HA: Customers are not satisfied.

4.3 Sampling Plan

4.3.1 Type of sampling method adopted

Stratified random sampling

A stratified random sample is one where the population is divided into

mutually exclusive and mutually exhaustive strata or sub-group and then a

simple random sample is selected within each of the strata or sub-groups. Thus,

for the purpose of this research project, the population of Pune is divided in to

the sub-groups on the basis of their income level. And from each strata 10

samples are drawn or tested.

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4.4 Sample size determination

Practical method

According to this approach, a sample size of less than a few hundred units

is not chosen. This is because when a field survey is undertaken, interviewers are

appointed, trained and asked to conduct field investigations. Since all this would

cost substantially, it would not be worth it for the marketing researcher if only a

small sample is chosen.

In light of this method the sample size was decided to be 10 samples for

each strata or sub-groups.

4.5 Data collection Instruments

There are two main methods by which primary data can be collected are:

1. Observation

2. Communication

Observation

Observation is one of the methods of data collection. It is used to get both

past and current information. For example, instead of asking respondents about

their current behavior, we may observe it and record our observations. Although

it is not possible to observe past behavior, we may observe the result of such

behavior. In a way, secondary data reflect the results of the past behavior of

people as also of past occurrences.

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Communication

The communication method, in effect, is the method of designing

questionnaires with a view to collect the requisite information.

Instruments

From the above both data collection method, Questionnaire

(Communication method) is selected as the instrument for collecting the data as

the respondents are directly interviewed by the researcher. The same

questionnaire is attached as an annexure to this report.

Questionnaire Design:

From basic aspects of measurement and meaning, we proceed to their

application in designing the instruments for seeking and recording data. Data

may be obtained by either observing or asking for them, and forms are needed

for field used in observation and interviewing. The accuracy and relevancy of the

data gathered depend heavily on the questionnaire.

Function of questionnaires:

Questionnaire is simply a formalized schedule to obtain and record

specified and relevant information with tolerable accuracy and completeness. In

other words, it directs the questioning process and promotes clear and proper

recording.

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Steps for developing a Questionnaire

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Determine the spacific data tobe

Determine the interviewing

process

evaluate the Quesion content

Determine response format

Determine wording of the

questions

Determine Questionnaire

structure

Determine the Physical characteristics of the

formPretest

Revise final Questionnaire

4.6 Research Limitations:

One must be aware of these limitations in advance so that one is clear

about what Research can and cannot do:

First, very many times, marketing research tends to be fragmentary in its

approach as a result of which it becomes difficult to have an overall

perspective in which a marketing problem is to be viewed and studied.

Second, marketing research is criticized on the ground that it becomes too

superficial and faulty in industry. While the principles of marketing

research are good based on scientific lines, in industry, marketing research

is very often used by those who have had no formal training in the subject.

Such persons avoid using detailed investigations and sophisticated

techniques which require both time and patience on the part of marketing

researchers.

Third, there is an absence of a meaningful dialogue between the marketing

management and the marketing research team. As a result, marketing

researchers get divorced from the main stream of marketing. This denies

them any opportunity to think that “research is the be all and end all.” This

attitude further reduces the utility of research to the management.

Fourth, marketing research is not an exact science. There are several

imponderables which come in the way of getting accurate results.

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Chapter - 5Analysis, Interpretation

&

1. Do you have mobile connection?

Objective:

To know whether the person have any mobile connection or not.

Table:

Graph:

Interpretation:

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AnswerYESNO

No. of Respondent

17228

Percentage86%14%

Base 200 respondents

Mobile Users

YESNO

According to research out of 200 respondents 172 are using mobile phones

and rest 28 are not using.

Percentage of mobile users are 86% and that of not using mobile are 14%

It shows very big difference between the two figures for using and not

using mobile. This also shows the mobile popularity as one of the regular

gadgets of human life.

2. Which Cellular Connection is currently used?

Objective:

to know the cellular connection most preferable by the users.

Table:

Graph:

Interpretation:

According to research out of 200 respondents 50 are using Airtel cellular

service and it is the highest among the all cellular services.

Percentage of Airtel users are 25% and that shows the brand popularity in

the market.

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AnswerAIRTELBSNLVODAFONEIDEARELIANCETATA INDICOM

No. of Respondent

503444480816

Percentage25%17%22%24%04%08%

Base 200 respondents

Reliance is the least used by the respondents that of 8 respondents comes

to 4%.

3. Are you using Prepaid or Postpaid?

Objective:

To know whether the person is using prepaid connection or post paid one.

Table:

Answer No. of Respondent Percentage

Pre-paid 181 90.5%

Post-paid 19 9.5%

Graph:

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Base 200 respondents

25%

17%

22%

24%

4% 8%

CONNECTION IN USE

AIRTELBSNLVODAFONEIDEARELIANCETATA INDICOM

Interpretation:

According to research out of 200 respondents 191 are using Prepaid

services and rests 19 are using Postpaid.

Percentages of Prepaid users are 90.5% and that of postpaid users are

14%.

It shows very big difference between the two figures for using and not

using mobile.

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91%

10%

Pre-paidPost-paid

4. How much is your Monthly Expenditure on

mobile phone?

Objective:

To know how much a person spending on mobile recharges and bills.

Answer No. of Respondent Percentage

< 150 48 24%

150-350 44 22%

350-500 76 38%

> 500 32 16%

Table:

Graph:

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24%

22%38%

16%

< 150150-350350-500> 500

Base 200 respondents

Interpretation:

According to research out of 200 respondents highest users fall in to the

category of monthly expenses among 350-500 that is 78 users and their

percentage is 38%

It shows that the average expanses of the mobile users are among 350-500.

5. Rating of Airtel services over some parameters.

Objective:

To know which kind of services customers likes most .

Features Rank allotted

Rank 1 (best) 2 (good) 3 (average) 4 (poor) 5 (worst)

Coverage 10 25 64 53 48

Call Charges 60 48 32 38 22

Roaming Facility 93 59 31 11 6

Schemes 66 89 25 15 5

Customer care 5 25 75 30 65

Percentage 23.4 24.6 22.7 14.7 14.6

Table:

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Base 200 respondents

Graph:

Interpretation:

According to research out of 200 respondents the Overall ratings comes to

the end that Airtel is “Good” at its services overall.

Average percentage comes Highest was 24.6 for Rank 2 i.e. Good.

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1 2 3 4 50

5

10

15

20

2523.4 24.6

22.7

14.7 14.6

Percentage

1 2 3 4 50

102030405060708090

100

CoverageCall ChargesRoaming FacilitySchemesCustomer care

6. Since from the Respondent is using Airtel?

Objective:

To know how much Cellular Service Switcher the respondent is.

Total no. of Respondents using Airtel are 50.

Answer No. of Respondent Percentage

< 1month 5 10%

1-3 months 14 28%

3-6 months 26 52%

> 6 months 5 10%

Table:

Graph:

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< 1month1-3 months3-6 months> 6 months

Base 200 respondents

Interpretation:

According to research out of 200 respondents 50 are using Airtel out of

that there are 26 respondents who Says that they are using Airtel Since 3-6

months. This is the period in which the maximum respondents has fall.

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Chapter - 6Conclusion

&Suggestions

Conclusion

For Airtel

We can see from the Consumer Research that most of the respondents are

using Airtel but they are just using it because it is available in the market at the

affordable and comparative Prices.

Another Reason for the Maximum sales is APPCO. Marketing Experts at

APPCO are very much trained that they can go at any door and can sell the

product. What ever the sales generated by the DSA Department of Airtel in a

week, APPCO provides in a day only.

If we look at to the survey research one can find that Airtel is not the best

Cellular service provider in India because apart from the basic cellular services

and the tariff plans, it’s not good at any point. Because most of the respondents

have rated it as average more. And of course the survey research always reflects

the truth.

The average rating for the company is being “Good”. Some respondents

commented that Airtel is very worst at Coverage and Customer care Support.

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For APPCO

APPCO has very well marketing network all over the world and in the

same way the company is also performing well. We can measure the

performance of the company on the basis of the satisfaction realized by the client

company. If the clients are happy with the services provided by the APPCO then

we can say that the company is well in its performance. And of course clients in

India and abroad are very much happy and satisfied by the marketing and

advertising services of the company. In fact the Airtel has closed its DSA

department for post paid because of the good sales realization from APPCO.

APPCO is also engaged in India for the sales and marketing of Finance

and charity products offered by the clients. They are also satisfied with the

services provided by company.

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Suggestions

For Airtel

o Well I suggest Airtel to increase the Quality and Capacity of both,

cellular services as well as other related services such as Customer

care support and roaming etc.

o Company has got a good span over Indian Market but they need

some more investment on the above suggested topics to sustain

NO.1 in the market.

o Airtel is running successfully in Indian market so it can diversify its

business to other countries by the way of mergers and

amalgamations.

For APPCO

o APPCO is outstanding at its services but still they have to improve

at the point of Training and Development of their Marketing People

because APPCO performing outside India has got well trained

Human Resource so that it can meet the requirements of the

corporate sales.

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o APPCO is selling and marketing the products and services of only 3

types of clients in India and India is Basket of so many Indian and

foreign Brands. Thus APPCO can do marketing activity for so many

brands.

o The incentive structure of APPCO is not favorable for Indian

Market because it only provides the Incentives to the marketing

people for the sales generated by them. So they need to revise the

Salary and Incentive structure and form it according to the

requirements of the Indian sales persons.

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52

ANNEXUREQuestionnaire

Questionnaire

for

“Study of Consumer Behavior in Postpaid Customer Segment”

Personal Information:

A. Full

Name:___________________________________________________

B. Contact NO.:________________ Mob:__________________

C. Sex: Male Female

D. Occupation:

Student Housewife

Job Retired

Business Unemployeed

E. Monthly Income:_______________

Details about Airtel:

1. Do you have any mobile connection?

Yes

No

2. How many mobile connections do you have?

1

2

3

> 3

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3. Are you using prepaid / postpaid connection?

Pre-paid

Post-paid

4. Which Mobile connection currently using?

Airtel Vodafone

Idea Reliance

BSNL Tata Indicom

5. Since from you are using Airtel? (If any)

< 1 month

1 – 3 months

3 – 6 months

> 6 months

6. Rating of Airtel services over some parameters.

1 2 3 4 5

i) Coverage

ii) Call Charges

iii) Roaming Facility

iv) Schemes

v) Customer Care 1=best 2=good 3=average 4=poor 5=worst

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7. How much is your Monthly expenses on Mobile Phones?

< 150

150 – 350

350 – 500

> 500

8. In future do you wish to buy Airtel Post paid?

Yes

No

9. Any special comment or suggestion for Airtel:

____________________________________________________________

____________________________________________________________

__

Date: ___/___/_______

Signature

Place: ______________

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Bibliography

BIBLIOGRAPHY

Books

Marketing Research – G. C. Beri

Research Methodology – C. R. Kothari

Principles of Marketing – Philip Kotler

Websites:

http://www.google.com

http://en.wikipedia.org

http://www.airtel.in

Other Marketing research related sites.

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