Airtel
Airtel
PROJECT REPORT
Submitted by
MASTERS DEGREE IN
BUSINESS ADMINISTRATION
Under the Guidance
Of
CH Institute of Management
And Communicat
Indore (m.p.)
1
CERTIFICATE
This
is
CUSTOMER
to
certify
that
PERCEPTION
the
project
STUDY
study
entitled
ON
AIRTEL
Faculty Guide
Prof. Kiran Agarwal
Director Academics
Dr. Mayank Saxena
DECLARATION
I, MUNAWWAR RAZA KHAN, DO hereby declare that the
project Customer perception study on Airtel broadband
services among SME customers submitted in partial
fulfillment of the award of the Master Of Business
Administration Degree of the DAVV University, Indore, has
been carried out by me under the guidance and supervision of
Prof. Kiran Agarwal, CH Institute of Management and
Communication, Indore, during the academic year 2009-11.
Indore
Date:
ACKNOWLEGEMENT
First and foremost, I thank the Almighty God for sustaining the
enthusiasm with which plunged into this endeavor.
The Project could not have materialized, if it were not for the
Guidance from my seniors, Peers, my honorable Teaching
Staff, Faculty members of CH Institute of Management and
Communication, Indore. Little bit of my own Research work,
mind-work and above all the people at BHARTI AIRTEL LTD.
The inception of this project has been a great learning
experience, and also has put in place all fragmented ideas in
various areas within me to more logical and meaningful results.
I also take this opportunity, reminiscent with memoirs of
acquaintances at BHARTI AIRTEL LTD., their overwhelming
support
BUSINESS HEAD
2. Mr.ASHWANI KHANNA
CORPORATE HEAD
3. Mr.ANIL KHARBANDA
CHANNEL PARTNER
4. Mr.ABHISHEK UPADHYAY
CHANNEL MANAGER
CONTENTS
Title
Chapter 1
1.1 Introduction
1.2 Industry Profile
1.3 Company Profile
1.4 Company History
1.5 Chairmen profile
1.6 Organization structure
1.7 Management profile
Chapter 2
2.1 Research Methodology
2.2 Objectives of the Study
2.3 Need and Scope
2.4 Formulation of Hypothesis
2.5 Limitations of the study
Chapter 3
3.1 Analysis and Interpretation
5
Chapter 4
4.1 Findings
4.2 Suggestions
4.3 Conclusion
Bibliography
Appendix
LIST OF TABLES
Table
no
Title
Page
no
1.
51
2.
52
3.
53
4.
54
5.
55
6.
Table showing the reason for choosing Airtel broad band connection
56
Table showing customer rating of speed of data transmission
7.
57
8.
58
9.
59
10.
60
11.
61
12.
13.
14.
62
63
64
LIST OF CHARTS
Char
t
no
Title
Page
no
1.
51
2.
52
3.
53
4.
54
5.
55
6.
56
7.
57
8.
58
9.
59
10.
60
11.
61
12.
62
63
64
13.
14.
SUMMARY
Executive Summary
As a result of this survey I was able to conclude that more than 70% of the
customer was satisfied by the service provided by AIRTEL and the factors
like customer service, technical factors affected the preference of consumers
in choosing AIRTEL.
Chapter -1
Introduction
10
The Bharti AIRTEL landline and broadband services has there in the market
of Indore couple of years and made there own identity in the market as a
landline and broadband service provider with a good number of high pulsing
customers. Among those good pulsing customers the SME customers are
also one of them. AIRTEL mainly focus on the customers of SME customers
who pays the average monthly bill amount of above Rs.2500/-. I am doing
my thesis on this particular topic due to the reason that I believe it will help
11
me know more about the marketing strategy, competitiveness and also about
the customer behavior. My thesis will help the company to know more about
their strength, customers and the area where they have to concentrate more
and also about their competitors strategy. This will also help the company to
build a good relationship with the customers.
CUSTOMER
12
Types of customers
Customers can be classified into two main groups: internal and external.
Internal customers work for the organization, possibly in another department
or another branch. External customers are essentially the general public.
Internal customers
People working in different departments of the vendors organization.
People working in different branches of the vendors organization.
External customers
Individuals
13
14
CUSTOMER SATISFACTION
Customer satisfaction is a business term which is used to capture the idea
of measuring how satisfied an enterprises customers are with the
organizations efforts in a market place.
Every organization has customers of some kind. The organization provides
products (goods and/or services) of some kind to its customers through the
mechanism of a marketplace. The products that organization provides are
subject to competition whether by similar product6s or by substitution
products.
The reason an organization is interested in the satisfaction of its customers is
because customers purchase the organizations products. Te organization is
15
interested in retaining its existing customers and increasing the number of its
customers.
Customer satisfaction is an ambiguous and abstract concept and the actual
manifestation of the state of satisfaction will vary from person to person.
The state of satisfaction depends on a number of both psychological and
physical variables.
The level of satisfaction can also vary depending on other options the
customer may have and other products against which the customer can
compare the organizations products.
Because satisfaction is basically a psychological state, it is a difficult thing
to measure quantitatively. In other words, there are no units of satisfaction
that have been defined.
The usual measures of customer satisfaction involve a survey instrument
with a set of statements. The customer is asked to evaluate each statement
and then select from a scale how the customer agrees or disagrees with
statement.
General model
A general model of the buyer decision process consists of the following
steps:
Want recognition;
Search of information on products that could satisfy the needs of the
buyer;
16
Alternative selection:
Decision-making on buying the product;
Post-purchase behavior.
There exists an interaction between the desired results and customer
satisfaction, customer loyalty and customer retention. They may go by other
names such as patients, clients, buyers, etc. without the customer, it is
impossible for any business to sustain itself. Achieving the desired results is
frequently a result of customer action. Any business without a focus on
customer satisfaction is at the mercy of the market. Without loyal customers
eventually a competitor will satisfy those desires and your customer
retention rate will decrease.
There exists an interaction between the desired results and customer
satisfaction, customer loyalty and customer retention. They may go by other
names such as patients, clients, buyers, etc. without the customer it is
impossible for any business to sustain itself.
17
One of the ways to help obtain loyal customers is by having products and
services that there is very little chance that the customer requirements will
not be met and make them delightful. Of course one of the difficult is,
understanding the true customer requirements. Even when you have the
requirements in advance the customer can and will change them without
notice or excuse. Having a good recovery process for a dissatisfied customer
is a necessity.
18
models, the rather obscure terminology makes it appear more confusing than
it really is. The inputs (stimuli) that the consumer receives from his or her
environments are:1. Significative the real (physical) aspects of the product or
service (which the consumer will make use of)
2. Symbolic the ideas or images attached by the supplier (for
example by advertising)
The outputs are what happens, the consumers actions, as observable
results of the input stimuli.
Between the inputs and outputs are the constructs, the processes which the
consumer goes through to decide upon his or her actions.
Howard and Sheth group these into two areas:1. Perceptual those concerned with obtaining and handling
information about the product or service,
2. Learning the processes of learning that lead to the decision
itself.
Such models can help theorists to explain consumer behavior better, but it
can be difficult to put them to practical use.
Brand Image and Brand Identity and Corporate Identity:
Brand image, in the other hand, is the totality of consumer perceptions about
the brand, or how they see it, which may not coincide with brand identity;
20
companies have to work hard on the consumer experience to make sure that
what customers see and think is what they want then to.
Brand identity is the total proposition that a company makes to consumers
the promise it makes. It may consist of features and attributes, benefits,
performances, quality, service support, and the values that the brand
possesses. The brand can be viewed as a product, a personality, a set of
values, and a position it occupies in peoples minds. Brand identity is
everything the company wants the brand to be seen as,
Corporate identity is concerned with the visual aspects of a companys
presence, when companies undertake corporate identity exercises; they are
usually modernizing their visual image in terms of logo, design, and
collaterals.
Such efforts do not normally entail a change in brand values so that the heart
of the brand remains the same what it stands for, r its personality.
Unfortunately, many companies do not realize this fallacy, as they are
sometimes led to believe by agencies and consultancy companies that visual
changes will change the brand image. But changes to logos, signage, and
even outlet design do not always change consumer perceptions of quality,
service, and the intangible associations that come to the fore when the brand
name is seen or heard.
In total Tse and Wilton (1988) has given some detail in their definition for
customer satisfaction as:-
21
has
the
highest
growth
rate
in
the
world.
(DOT) was established. It was an exclusive provider of domestic and longdistance service that would be its own regulator (separate from the postal
system).
In 1986, two wholly government-owned companies were created: the Videsh
Sanchar
and
Mahanagar Telephone
International
telecommunications
for
service in
metropolitan areas.
also
launched
in
the
same
year.
24
The telecom sector in the country has already adopted the latest
technological advancements to cater to the demands of the growing market.
Telecom Expo India, Convergence India, VAS India and IPTV India being
25
organized year to year are all efforts in this direction. Moreover, with
cheaper handsets and lesser tariffs, it is expected that by the year 2010 there
will be over 500 million subscribers in the Indian telecom market.
Also, the telecom industry this year will be focusing more on rural areas to
connect them with the urban areas so that the farmers and the small-scale
industries can have faster access to information related to weather and
market conditions.
Bharti Airtel
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.
BHARTI AIRTEL LTD started in July 7 1995.Its head quarters is at Delhi. In
1998 company started their first land line operation. Airtel is the name of
their brand. AIRTEL stands for Affectionate, Interested, Respectful,
Tolerant, Energetic and loving .Their logo is Think fresh Deliver More.
Their first company is Bharti Cellular Limited under the brand name of
Airtel. Another one is Bharti Tele Sonic Ltd under the brand name of India
One. Then Bharti Tele Net Ltd under the brand name of Touch Net. Another
one is Bharti broad band Ltd under the brand name of Manthra Online. The
companies Bharti Telenet Ltd and Bharti Broadband Ltd combined together
and form Bharti Broadband and Teleservices Ltd. After sometime the
companies Bharti Telesonic Ltd and Bharti Broadband and Teleservices Ltd
combined together and form Bharti Infotel Ltd. In 13 th September 2004 all
the four companies combined together and form Bharti AIRTEL Ltd.
Bharti Airtel is one of India's leading private sector providers of
27
Bharti Airtel makes Facebooks mobile site free for its 130
million plus customers.
Now use internet to browse, record shows through your
Airtel digital TV recorder.
Bharti Airtel to Observe Silent period from June 30, 2010.
Airtel digital TV Adds High Definition Excitement to Soccer
Fever -Offers ESPN on HD platform for customers.
Airtel App Central - Indias first mobile app store -celebrates
4 months of store opening.
Bharti, Cisco, and Servion join hands to offer Hosted Contact
Center Services.
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)
1. Mobile Services
2. Airtel Telemedia Services
3. Enterprise Services.
28
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.
29
30
method, check drop boxes, online payment. You can choose any
one of the method for paying the cash.
Services:
The services offered by Airtel Broadband & Internet are listed below:
1. Video Surveillance Solutions
With this service you can observe your office, warehouse, shop and staff
from your PC from anywhere and at all times, with the Video
Surveillance Solution.
2. In Touch
In Touch is a great way to stay connected. It is an easy-to-use personal
communications service that connects you with your friends and family,
using a PC or a TV and a Broadband (high speed) Internet connection.
With In Touch you can do various activities like Video & Audio
messaging, video & Audio Calling, Video Postcard TM service etc.
3. NetXpert
31
5. Wifi
Wifi is a wireless technology brand by the Wifii Alliance that gives you a
host of fantastic advantages ranging from reliability to security. The
simple installation procedure gives you access to unsurpassed
performance instantly. Common applications for Wifi include Internet
and VoIP phone access, gaming, and network connectivity for consumer
electronics such as televisions, DVD players, and digital cameras. Just
32
like cell phones, televisions and radios, the wireless network also uses
radio waves.
The company has an eventful history. Each year its existence was marked by
a number of major events that have helped shape the company as we know it
today.
1995-1996
Launches mobile service brand Airtel in Delhi and Himachal Pradesh.
British telicom plc( BT ) acquire a stake in the company.
1995-1998
33
1999-2000
Acquires jt mobile, cellular services operator in Punjab, Karnataka
and andra pradeh and becomes the largest private sector telecom
operator in India.
2001-2002
Launches India one, Indias first private sector nation and
international long distance service.
Become the largest cellular operator in the country by in the east
Kolkata through acquisition and obtaining licenses for 8 circles.
2003-2004
Joins the us$ 1 bn revenue club
Enter into historic strategic partnership with IBM and Ericsson for
outsourcing the companys core it and network activities.
2005-2006
Acquires an all-India footprint with the launch of mobile services in
Assam
Vodafone, the world largest mobile service provider, acquires 10%
economic interest in the company.
34
2006-2007
Receive a latter of offer form telecommunication regulatory
commission of Sri Lanka to provide 2g and 3g mobile services in Sri
Lanka.
Makes a foray into the USA with the launch of airtel callhome service
for non resident Indians based there
2008-2009
It has become the first service provider to cross 10-carore subscribe
base across India.
Voted Indias most innovative company - in a survey conducted by
The wall street Journal in 2008
2009-2010
Offers fastest wire line broadband on VDSL2 technology in India
Registrations open for the 2nd edition of the Airtel Delhi Half
Marathon; in excess of 28,000 people will run together on November
1, 2009.
2010-2011
Bharti Airtel Limited (Bharti), Asias leading telecommunications
service provider announced that it has entered into a legally binding
definitive agreement with Zain Group (Zain) to acquire Zain Africa
BV based on an enterprise valuation of USD 10.7 billion.
Bharti Airtel makes Facebooks mobile site free for its 130 million
plus customers.
35
36
2008.
37
Sunil was Co-chairman of the World Economic Forum in 2007 at Davos and
is a member of its International Business Council. He is a member of the
Leadership Council of The Climate Group. He is also a member of the
Board of Trustees of the Carnegie Endowment for International Peace.
He is a member of several premier international bodies International
Advisory Committee to the NYSE Euronext Board of Directors, the
International Business Advisory Council of London and the Advisory
Board of the Global Economic Symposium. Sunil is also on the Telecom
Board of the International Telecommunication Union, the leading UN
Agency for Information and Communication.Technology. He is also a
member of the Indo-US CEOs Forum. He serves as a member of the
Executive Board of the Indian School of Business. He is also a member
of the Academy of Distinguished Entrepreneurs, Babson College,
Wellesley,
Massachusetts.
Sunil Bharti Mittal has been awarded the Padma Bhushan, one of
Indias highest Civilian Honors. The award is recognition of his
pioneering efforts to put the nation on the global telecom map.
38
40
Business Sections
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.
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.
Bharti Airtel Limited, a part of Bharti Enterprises, is India's leading provider
of telecommunications services. The businesses at Bharti Airtel have been
structured into three individual strategic business units (SBUs) mobile
services, broadband & telephone services (B&T) & enterprise services. The
41
Business Divisions
Mobile Services Bharti Airtel offers GSM mobile services in all the 23telecom circles of India and was the first private telecom service provider to
Connect all states of India.
Broadband & Telephone Services Our Broadband (DSL) & telephone
Services (fixed line) are present in the 92 cities across India.
Enterprise Services (Carriers) With 35,016 kilometers of optic fiber
network we are a leading national long distance service provider. For
international connectivity to east, we have a submarine cable landing station
at Chennai.
Products of Bharti Airtel Broadband and Telephony Services.
DEL Direct Exchange Line Land line Phone (Voice)
DSL Digital Subscriber Line for data
Telephone Instrument
Touchnet Dial-up-service
42
Tightening cost
Utilizing capacity
43
Residents
Small and middle enterprises
PCOs(public call office)
Corporates
44
Chapter -2
45
Secondary Data:
46
Secondary data was collected from journals, magazines, web sites and from
other relevant publications.
Sampling Design:
The sampling design mainly consists of the sample taken for the study
along with the sample size, sample frame and sampling method.
Sample Universe:
All customers using broadband connection was taken as the sample
universe.
Sample Size:
From the universe, sample sizes of 100 customers were selected for the
purpose of the study.
Sample Frame:
The customers were selected on a random basis from which the respondents
were selected based on convenience.
47
Sampling Method:
Convenience sampling was used, based on the willingness and availability
of the respondents. The study was conducted on consumers with different
type of business.
Research period:
The time for the project was limited to 45 days only (from 1-30 July). From
this, 30 days was spent for the collection of data.
The summer placement study helps the student to check whether the theory
and practice actually matches. Organizational exposure helps the student to
know how effectively they performed in the market.
48
49
Thus this study is aimed to provide the management with some knowledge
about its status in market both in terms of sales and customer awareness. The
research also aims to provide some ideas to improve the companys present
condition.
50
f) The sample was restricted to 300 customers, which may restrict the
52
No. of respondents
57
39
4
100
Percentage
57
39
4
100
Chart 1
53
Table 2
Connection type
Broadband
Dial-up
GPRS
others
Total
No. of respondents
100
0
0
0
100
Percentage
100
0
0
0
100
Chart 2
The Interpretation is that all of the sample units were using Broadband
connection and none of them were using other type of connection for
organizational usage.
Table 3
Number of systems
Lesser than 10
10 20
21 30
Greater than 30
Total
No. of respondents
76
16
4
4
100
Percentage
100
16
4
4
100
Chart 3
No. of respondents
55
Percentage
Below 2500
2500-5000
5001-1000
Above 10000
Total
45
37
13
5
100
45
37
13
5
100
Chart 4
No. of respondents
20
38
56
Percentage
20
38
5001-1000
Above 10000
Total
37
5
100
37
5
100
Chart 5
No. of respondents
13
37
30
Percentage
13
37
30
20
100
20
100
Chart 6
57
Table 7
Ranking
Poor
Fair
Good
Very good
Excellent
Total
No. of respondents
6
21
55
16
2
100
Chart 7
58
Percentage
6
21
55
16
2
100
The interpretation is that around 55% of the customers rated the speed of
data transmission is very good in Airtel broadband. Only 6% of the
customers are worried about the speed. 2% of the customers rated it as
Excellent.
No. of respondents
6
20
47
22
5
100
Chart 8
59
Percentage
6
20
47
22
5
100
The interpretation is that 47% of the customers rate safety of data as good.
22 % of customers ranked it as very good. Only 6 % of the customer feels it
as bad. The customer who ranked it excellent contributes 5 % of the sample
size.
Table showing customer rating of security of Data during processing
Table 9
Ranking
Poor
Fair
Good
Very good
Excellent
Total
No. of respondents
3
25
45
19
8
100
Chart 9
60
Percentage
3
25
45
19
8
100
No. of respondents
10
15
38
25
12
100
Chart 10
61
Percentage
10
15
38
25
12
100
The interpretation is that around 38% of the customers has ranked the usage
experience was good. 25% of the customers ranked it as very good. 12% of
the customers ranked it as excellent. Also 10 % of the customer rated it as
poor.
Table showing customer rating of after sales service
Table 11
Ranking
Poor
Fair
Good
Very good
Excellent
Total
No. of respondents
13
14
35
26
12
100
Chart 11
62
Percentage
13
14
35
26
12
100
The interpretation is that, 12% of the customer has rated the after sales
service as excellent. Some 26 % rated it as very good and 35% as good. But
the concern is that 13 % of the customer also feel that the after sales service
is poor.
No. of respondents
7
27
53
13
100
Chart 12
63
Percentage
7
27
53
13
100
The interpretation is that 13 % of the customer feels that the connection with
Airtel broadband helped them to solve their network related problem which
exists in earlier. Most of around 53 % felt that, it was good. 27% of the
customer felt it was fair. Only 7% of the customer felt it as poor solving their
network problem.
No. of respondents
45
35
10
10
100
Table 13
64
Percentage
45
35
10
10
100
No. of respondents
7
11
19
44
19
100
Chart 14
65
Percentage
7
11
19
44
19
100
The interpretation is that 19% of the SME customer is highly satisfied with
the overall service provided by Airtel broadband. 44% of the customer is
satisfied with the overall service offered by the service. Around 7% of the
customer are highly dissatisfied bye the service.
Findings
Suggestions
On completion of the project work Customer perception towards Airtel
broadband service among Small and medium scale industries (SME)
customers of Indore, I would like to give my suggestions which the
company can make use of:1. The customer rate quality of the service as the most relevant one and
hence Airtel Broadband services should maintain the quality in
services and should make improvements in this feature.
2. Some customers are planned to discontinue because of high billing
and after sales service is not good. Though it is a small percentage the
company should focus on these to keep the brand image in the minds
of people.
3. If any complaint is observed from the customers, it should be dealt
quickly. This will reduce the chance for dissatisfaction.
67
CONCLUSION
BIBLIOGRAPHY
69
Websites:
WWW. BHARTIAIRTEL.IN
WWW. AIRTEL.IN
WWW. GOOGLE.COM
APPENDIX
QUESTIONNAIRE
Name of the organization : _____________________
Authorized Persons name and Contact No :
_____________________
Type of the Business : ______________________
How Long in this Field :______________________
1. Do you think Net-Connection is necessary for your organization?
Very much needed [ ]
Some what needed [ ]
70
Not so needed
[ ]
[ ]
Dial-up
[ ]
GPRS
[ ]
Others (Wireless...)
[ ]
[ ]
b) 10 20
[ ]
c) 21 30
[ ]
d) Greater than 30
[ ]
[ ]
Above 10000 [ ]
Above 2500
[ ]
[ ]
Above 10000 [ ]
[ ]
Quality of Service [ ]
Speed & Safety
Brand Name
[ ]
[ ]
71
Fair
Good
Very Good
Excellent
Safety
Security
Usage
Experience
After
Purchase
Service
(warranty,
repair,
customer
service)
8. The process of getting your problem resolved was:
Very poor [ ]
poor [ ]
Excellent [ ]
9. Compared to other product in this category, would you say that our
product is.
Much better
[ ]
somewhat better
[ ]
same
[ ]
worse [ ]
Fair [ ]
............................................................................................
73