Desert at Ion Report, GM

DISSERTATION REPORT
ON
“ Brand equity analysis of Airtel among the

consumers ”
Submitted in partial fulfillment of the
requirements for the award of the Post-Graduate Diploma in

Management
(Approved by AICTE, Govt. of India)
(Equivalent to MBA)
ACADEMIC SESSION
2009 – 2011
Under the guidance of: Submitted by:
Prof. – Anagha Shukhre Gaurav Mishra (BM-

09076)
Marketing Institute of
Management Studies
IMS Ghaziabad Lal Quan, Ghaziabad

INTRODUCTION
Customer Satisfaction:
According to Philip Kotler, “satisfaction is a person’s feelings of pressure or disappointment
resulting from product’s perceived performance (outcome) in relation to his or her
expectations. Customer satisfaction is the level of a person’s felt state resulting from comparing
a product’s perceived performance (outcome) in relation to the person’s expectations”.
This satisfaction level is a function of difference between perceived performance and

expectations. If the product’s performance, exceed expectation the customer highly satisfied or
delighted. If the performance matches the expectations the customer is satisfied. If the products
performance fall shorts of expectations the customer is dissatisfied. Many companies are aiming
for high satisfaction because customers who are just satisfied still find it easy to switch when a
better offer comes along. High satisfaction or delight creates an emotional affinity with brand.
Variety of factors that affect customer satisfaction includes product quality, product availability
and after sales support such as warranties and services. Customer satisfaction is seen as a proof of
delivering a quality product or service. It is believed that customer satisfaction brings sales
growth, and market share. A company can always increase customer satisfaction by lowering its
price or increasing its services but this may result in lower profits. Thus the purpose of marketing
is to generate customer value profitability.
A successful product can be developed by exploding these opportunities. While delivering the
value of the consumer we make use of marketing support. This support is based on the knowledge
of consumers and distribution. Marketing support both at the introduction of products and
maturing is considered.For a marketing plan to be successful, the mix of the four "Ps" 1 i.e.
product, price, place, promotion must reflect the wants and desires of the consumers in the target
market. Trying to convince a market segment to buy something they don't want is extremely
expensive and seldom successful. Marketers depend on marketing research, both formal and
informal, to determine what consumers want and what they are willing to pay for. Marketers hope
that this process will give them a sustainable competitive advantage. Marketing management is
1
the practical application of this process. The offer is also an important addition to the 4P's theory.
Method to Measure Customer Satisfaction
Companies use the following methods to measure customer satisfaction.
1 ) Complaints and suggestion system:
2) Customer satisfaction surveys
3 )Lost Customer Analysis.
4 )Consumer Behavior Vs Consumption Behavior
Introduction to Telecom Industry:

The Indian Telecommunications network with 110.01 million connections is the fifth largest in
the world and the second largest among the emerging economies of Asia. Today, it is the fastest
growing market in the world and represents unique opportunities for U.S. companies in the
stagnant global scenario. The total subscriber base, which has grown by 40% in 2005, is expected
to reach 250 million in 2007. According to Broadband Policy 2004, Government of India aims at
9 million broadband connections and 18 million internet connections by 2009-10. The wireless
subscriber base has jumped from 33.69 million in 2004 to 62.57 million in FY2004- 2005. In the
last 3 years, two out of every three new telephone subscribers were wireless subscribers.
Consequently, wireless now accounts for 54.6% of the total telephone subscriber base, as
compared to only 40% in 2003. Wireless subscriber growth is expected to bypass 2.5 million new
subscribers per month by 2009. The wireless technologies currently in use are Global System for
Mobile Communications (GSM) and Code Division Multiple Access (CDMA). There are
primarily 9 GSM and 5 CDMA operators providing mobile services in 19 telecom circles and 4
metro cities, covering 2000 towns across the country.
Objectives of the study
This project aims at studying the present market scenario of Airtel. The major players in the
market today are Airtel, Vodafone, Bsnl, Tata docomo, Reliance, Idea. All The companies want
to capture the market study concerns with evaluating fast developing area and so all the service
providers were taken to measure the satisfaction of customer.
The main objective of the study are:
1. To assess the needs, requirements and expectations of the customers in order to
assess their current satisfaction levels.
2. To study the perception & attitudes of consumers towards airtel as a brand.
3. To understand the performance of different brands in the market on various
parameters like product quality, performance of the customer relationship officer
(CRO), service quality, range and selection of products available.

Review of Literature
Seth et al (2008), in their study titled “Managing the Customer Perceived Service Quality 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 perceived 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.
Jha (2008), in his study analyzed that it is the youth which is the real growth driver of the
telecom industry in India. Considering this fact, the paper is an attempt to give a snapshot of
how frequently young people use their mobile phones for several embodied functions of the cell
phones. Data was collected from a sample of 208 mobile phone owners, aged between 20 and 29.
The study sheds light on how gender, monthly voucher amount and years of owning mobile
phones influence the usage pattern of this device. Findings of the study would be helpful for the
telecom service providers and handset manufacturers to formulate a marketing strategy for
different market segments.
RESEARCH METHEDOLOGY
Type of Research: Research is Descriptive in nature.
Sampling units: People who use the cellular services.
Sampling Technique: Convenience Sampling.
Sample Size: 200 Respondents.
Data Type: Primary Data (Nominal) and secondary data i.e. data from authenticated websites
and journals for the latest updates just to gain an insight for the views of various experts.
Technique to be used for Data Collection: Structured Questionnaire.
Research Tools : Chi square method, Factor analysis, ANOVA.

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DISSERTATION REPORT

“ Brand equity analysis of Airtel among the

Submitted in partial fulfillment of the

requirements for the award of the Post-Graduate Diploma in

(Approved by AICTE, Govt. of India)

Under the guidance of: Submitted by:

Prof. – Anagha Shukhre Gaurav Mishra (BM-

IMS Ghaziabad Lal Quan, Ghaziabad

This satisfaction level is a function of difference between perceived performance and

Method to Measure Customer Satisfaction

Companies use the following methods to measure customer satisfaction.

1 ) Complaints and suggestion system:

2) Customer satisfaction surveys

3 )Lost Customer Analysis.

4 )Consumer Behavior Vs Consumption Behavior

Introduction to Telecom Industry:

The main objective of the study are:

1. To assess the needs, requirements and expectations of the customers in order to

assess their current satisfaction levels.

2. To study the perception & attitudes of consumers towards airtel as a brand.

3. To understand the performance of different brands in the market on various

parameters like product quality, performance of the customer relationship officer

(CRO), service quality, range and selection of products available.

Type of Research: Research is Descriptive in nature.

Sampling units: People who use the cellular services.

Sampling Technique: Convenience Sampling.

Sample Size: 200 Respondents.

Technique to be used for Data Collection: Structured Questionnaire.

Research Tools : Chi square method, Factor analysis, ANOVA.

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