A Study on Impact of Marketing Strategy on Consumer Behavior With Reference to Aircel

A STUDY ON IMPACT OF MARKETING STRATEGY ON CONSUMER BEHAVIOR WITH REFERENCE TO AIRCEL

By

JEEVANANTHAM M

Reg. No. 1016301

Of

SRI SAI RAM INSTITUTE OF TECHNOLOGY

A PROJECT REPORT

Submitted to the faculty of Management Studies

In partial fulfillment of the requirements

For the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

ANNA UNIVERSITY OF TECHNOLOGY

CHENNAI 600 113

AUGUST 2011

BONAFIDE CERTIFICATE

This is to certify that summer project report title “A STUDY ON IMPACT OF

MARKETING STRATEGY ON CONSUMER BEHAVIOR WITH REFERENCE TO

AIRCEL” is the bonafide work of “JEEVANANTHAM M” (Reg. No. 1016301) carried

out the research under my supervision. Certified further, that the best of my knowledge the

work reported here is done not part of any other project report or dissertation on the basis of

which a degree or award was conferred on earlier occasion on this or any other candidate.

GUDIE HOD

SENTHILNATHAN. C.R. SELVAKUMAR. V

DECLARATION

I, JEEVANANTHAM.M, hereby declare that the summer training report, entitled

“A STUDY ON IMPACT OF MARKETING STRATEGY ON CONSUMER BEHAVIOR

WITH REFERENCE TO AIRCEL”, submitted to the Anna University of Technology

Chennai in Partial fulfillment of the requirement for the award of the degree of MASTER OF

BUSINESS ADMINISTRATION is record of original and independent research work done by

me during July 2011 to August 2011 under the supervision and guidance of

Mr. C.R. Senthilnathan, Assistant Professor, Department of Management Studies, and it has

not formed the basis for the degree or other similar title to any candidate of any University.

JEEVANANATHAM M

ABSTRACT

The project has been undertaken with a view to study consumer behavior with

reference to AIRCEL, leading mobile provider. This study is intended to help AIRCEL

decide upon the steps to be taken care for marketing strategy so that the growth of the

company keeps on improving. Also assess the factors responsible for customer service in

AIRCEL.

Primary data have been used for analysis. However, secondary source have yielded

preliminary information. I have used random sampling for our project survey. Care was taken

that the respondents were as diversified as possible. A sample size of 200 respondents was

taken from various places in Madurai city.

Research conducted was descriptive in nature. Descriptive research helped us to

develop the concept to clearly establish priorities, to divulge adequate information which

helps us in decision making and thus essential for making the study a success. A structured

questionnaire was used to obtain required information and to assess the customer satisfaction

level, Consumer behavior and to find the ways through which the company can come up to

the expectation of customer so that the optimum satisfaction level can be achieved.

The statistical tools used for research are chi-square test and percentage analysis.

Based on these tests analyses were made and findings, suggestions were given.

ACKNOWLEDGEMENT

I have deep urge to record my gratitude of the helping hands, since helping hands

constitute to the successful completion of my research work.

First and foremost, I sincerely thank My Parents for their cooperation,

encouragement and helping hands.

I am grateful to God Almighty who has showered His blessings on us without whom

the training would not have been a successful one.

I am indebted to our chairman MJF. LN. LEO MUTHU, for providing excellent

environment and infrastructure at SRI SAI RAM INSTITUTE OF TECHNOLOGY,

Chennai.

I express my heartfelt gratitude to our Principal Dr. K. PALANI KUMAR, Director

Prof. V.R. RAJAMANICKAM, who has provided all the required facilities to do this

project.

I dedicate my thanks and highly indebted to my guide

Mr. C.R. SENTHILNATHAN, Associate Professor, and all other faculty members of

Department of Management Studies, for their constant encouragement and invaluable

guidance throughout my study.

I also thank Dr. K. MARAN, Director, Department of Management Studies, for

extending his help whenever needed and would like to thank our Head of Department

Mr. V. SELVAKUMAR, for his continuous support throughout this project.

I wish to express my deep gratitude and sincere thanks to Mr. Kalyan Krishnan,

Mr. Chetan Kumar, Mr. Ravi Sankar, AIRCEL LTD, MADURAI, for his invaluable

help, untiring patience, timely suggestion, and constant encouragement throughout the project

work.

Last but not least, I also extend my hearty thanks to the Respondents, My friends

and other Good Heartens for helping me directly or indirectly in the fruitful completion of

my project.

JEEVANANTHAM M

TABLE OF CONTENTS

ABSTRACT i

ACKNOWLEDGEMENT ii

LIST OF TABLES v

LIST OF FIGURES ix

CHAPTER TITLE PAGE NO

I

1. INTRODUCTION 1

1.1 Industry profile 7

1.2 Company profile 13

1.3 Problem Statement 16

1.4 Need and significance of study 17

1.5 Scope of the study 18

1.6 Objectives of the study 19

1.7 Review of literature 20

1.8 Research methodology 22

1.8.1 Research Design 22

1.8.2 Sample area 22

1.8.3 Sample size 22

1.8.4 Sampling design 22

1.8.5 Research Instrument 23

1.8.6 Data collection method 23

1.8.7 Statistical Tools 24

1.9 Limitations 27

II

2. DATA ANALYSIS & INTERPRETATION

2.1 Percentage Analysis 28

2.2 Statistical Analysis 83

2.2.1 Chi Square Test 83

2.2.2 Friedman Test 90

III

3. SUMMARY OF FINDINGS

3.1 Findings 92

3.2 Suggestions 95

3.3 Conclusion 96

APPENDIX

REFERENCES 97

QUESTIONNAIRE 98

LIST OF TABLES

S.NO TITLE PAGE NO

2.1.1 Gender of the respondents 28

2.1.2 Age of the respondents 29

2.1.3 Qualification of the respondents 30

2.1.4 Occupation of the respondents 31

2.1.5 Type of mobile service 32

2.1.6 Service provider for the respondents 33

2.1.7 Years if using service provider by the Respondents 34

2.1.8 Way by which service provider is chosen 35

2.1.9 Expenditure for Mobile Recharge or Mobile Bill 36

2.1.10 Likeness features in Aircel 37

2.1.11 Preference in Aircel Connection 38

2.1.12 Satisfaction level of Aircel Rate cutters 39

2.1.13 Services used in Aircel – Pocket Internet 40

2.1.14 Services used in Aircel – Blyk on Aircel 41

2.1.15 Services used in Aircel – Dialer Tune 42

2.1.16 Services used in Aircel – 3G 43

2.1.17 Services used in Aircel – Missed call 44

2.1.18 Services used in Aircel – SMS Pack 45

2.1.19 Services used in Aircel – Rate Cutters 46

2.1.20 Services used in Aircel – Nothing 47

2.1.21 Problems faced in Aircel - Network Coverage 48

2.1.22 Problems faced in Aircel - Value Added Services 49

2.1.23 Problems faced in Aircel - Network Clarity 50

2.1.24 Problems faced in Aircel - Changing Tariff 51

2.1.25 Problems faced in Aircel - Customer Service 52

2.1.26 Satisfaction with Customer Care service 53

2.1.27 Likeness of Ads by Respondents 54

2.1.28 Services used other than call 55

2.1.29 Rating of Network Providers - Aircel 56

2.1.30 Rating of Network Providers - Airtel 57

2.1.31 Rating of Network Providers - Vodafone 58

2.1.32 Rating of Network Providers - TATA Docomo 59

2.1.33 Rating of Network Providers - Reliance 60

2.1.34 Rating of Network Providers - MTS 61

2.1.35 Rating of Network Providers - BSNL 62

2.1.36 Rating of 3G Service – Aircel 63

2.1.37 Rating of 3G Service – Airtel 64

2.1.38 Rating of 3G Service – Vodafone 65

2.1.39 Rating of 3G Service – TATA Docomo 66

2.1.40 Rating of 3G Service – Reliance 67

2.1.41 Rating of 3G Service – BSNL 68

2.1.42 Awareness of Aircel Dongle 69

2.1.43 Awareness of iPhone 70

2.1.44 Awareness of Blackberry 71

2.1.45 Awareness of Other Handset offers 72

2.1.46 Rating of Data cards - Aircel 73

2.1.47 Rating of Data cards - Airtel 74

2.1.48 Rating of Data cards - Vodafone 75

2.1.49 Rating of Data cards – TATA Docomo or TATA Photon 76

2.1.50 Rating of Data cards - Reliance 77

2.1.51 Rating of Data cards - MTS 78

2.1.52 Rating of Data cards - BSNL 79

2.1.53 Likeness to change service provider 80

2.1.54 Reason to change the Service Provider 81

2.1.55 Change of Service Provider 82

2.1.56 Reason for non use of the Aircel services 83

LIST OF FIGURES

S.NO TITLE PAGE NO

2.1.1 Gender of the respondents 28

2.1.2 Age of the respondents 29

2.1.3 Qualification of the respondents 30

2.1.4 Occupation of the respondents 31

2.1.5 Type of mobile service 32

2.1.6 Service provider for the respondents 33

2.1.7 Years if using service provider by the Respondents 34

2.1.8 Way by which service provider is chosen 35

2.1.9 Expenditure for Mobile Recharge or Mobile Bill 36

2.1.10 Likeness features in Aircel 37

2.1.11 Preference in Aircel Connection 38

2.1.12 Satisfaction level of Aircel Rate cutters 39

2.1.13 Services used in Aircel – Pocket Internet 40

2.1.14 Services used in Aircel – Blyk on Aircel 41

2.1.15 Services used in Aircel – Dialer Tune 42

2.1.16 Services used in Aircel – 3G 43

2.1.17 Services used in Aircel – Missed call 44

2.1.18 Services used in Aircel – SMS Pack 45

2.1.19 Services used in Aircel – Rate Cutters 46

2.1.20 Services used in Aircel – Nothing 47

2.1.21 Problems faced in Aircel - Network Coverage 48

2.1.22 Problems faced in Aircel - Value Added Services 49

2.1.23 Problems faced in Aircel - Network Clarity 50

2.1.24 Problems faced in Aircel - Changing Tariff 51

2.1.25 Problems faced in Aircel - Customer Service 52

2.1.26 Satisfaction with Customer Care service 53

2.1.27 Likeness of Ads by Respondents 54

2.1.28 Services used other than call 55

2.1.29 Rating of Network Providers - Aircel 56

2.1.30 Rating of Network Providers - Airtel 57

2.1.31 Rating of Network Providers - Vodafone 58

2.1.32 Rating of Network Providers - TATA Docomo 59

2.1.33 Rating of Network Providers - Reliance 60

2.1.34 Rating of Network Providers - MTS 61

2.1.35 Rating of Network Providers - BSNL 62

2.1.36 Rating of 3G Service – Aircel 63

2.1.37 Rating of 3G Service – Airtel 64

2.1.38 Rating of 3G Service – Vodafone 65

2.1.39 Rating of 3G Service – TATA Docomo 66

2.1.40 Rating of 3G Service – Reliance 67

2.1.41 Rating of 3G Service – BSNL 68

2.1.42 Awareness of Aircel Dongle 69

2.1.43 Awareness of iPhone 70

2.1.44 Awareness of Blackberry 71

2.1.45 Awareness of Other Handset offers 72

2.1.46 Rating of Data cards - Aircel 73

2.1.47 Rating of Data cards - Airtel 74

2.1.48 Rating of Data cards - Vodafone 75

2.1.49 Rating of Data cards – TATA Docomo or TATA Photon 76

2.1.50 Rating of Data cards - Reliance 77

2.1.51 Rating of Data cards - MTS 78

2.1.52 Rating of Data cards - BSNL 79

2.1.53 Likeness to change service provider 80

2.1.54 Reason to change the Service Provider 81

2.1.55 Change of Service Provider 82

2.1.56 Reason for non use of the Aircel services 83

CHAPTER - I INTRODUCTION

1

CHAPTER -I

1. INTRODUCTION

Introduction:

The Indian telecommunication markets since the beginning of the 1997s has brought

about significant changes in the communication industry. The mobile telephone market has

changed dramatically over the past 5-6 years in INDIA.

Mobiles have become so popular that many people use their handset as their only phone

and rarely use a landline.

Consumer Behaviour and Related concepts

Consumer behaviour is the study of when, why, how, and where people do or do not buy

a product. It blends elements from psychology, sociology, social anthropology and economics. It

attempts to understand the buyer decision making process, both individually and in groups. It

studies characteristics of individual consumers such as demographics and behavioural variables

in an attempt to understand people's wants. It also tries to assess influences on

the consumer from groups such as family, friends, reference groups, and society in general.

Customer behaviour study is based on consumer buying behaviour, with the customer

playing the three distinct roles of user, payer and buyer. Relationship marketing is an influential

asset for customer behaviour analysis as it has a keen interest in the re-discovery of the true

meaning of marketing through the re-affirmation of the importance of the customer or buyer. A

greater importance is also placed on consumer retention, customer relationship management,

personalisation, customisation and one-to-one marketing. Social functions can be categorized

into social choice and welfare functions.

2

http://en.wikipedia.org/wiki/Product_(business)

http://en.wikipedia.org/wiki/Psychology

http://en.wikipedia.org/wiki/Sociology

http://en.wikipedia.org/wiki/Social_Anthropology

http://en.wikipedia.org/wiki/Anthropology

http://en.wikipedia.org/wiki/Economics

http://en.wikipedia.org/wiki/Demographic

http://en.wikipedia.org/wiki/Consumer

http://en.wikipedia.org/wiki/Relationship_marketing

Each method for vote counting is assumed as social function but if Arrow’s possibility

theorem is used for a social function, social welfare function is achieved. Some specifications of

the social functions are ecisiveness, neutrality, anonymity, monotonicity,

unanimity, homogeneity and weak and strong Pareto optimality. No social choice function meets

these requirements in an ordinal scale simultaneously. The most important characteristic of a

social function is identification of the interactive effect of alternatives and creating a logical

relation with the ranks. Marketing provides services in order to satisfy customers. With that in

mind, the productive system is considered from its beginning at the production level, to the end

of the cycle, the consumer (Kioumarsi et al., 2009).

“The study of consumer behaviour focuses on how individuals make decisions to spend

their available resources (time, money, efforts) on consumption related items. That includes what

they buy, why they buy it, when they buy it, where they buy it, how often they buy it, and how

often they use it”.

There are a number of reasons for researching for consumer behaviour like segmentation,

target market selection, positioning, and product/service decision, pricing decision, distribution

and promotion decision.

Model of consumer decision making process is helpful to understand the consumer

behaviour. It shows how the external and internal factors influence the consumer attitude

formation and attitude change. The model reflects cognitive (or problem solving) consumer and,

to some degree emotional consumer.

Consumer Satisfaction

Consumer satisfaction and acceptance are often considered in the literature to be

closely linked yet these are distinct concepts. Satisfaction is the fulfillment and

gratification of the need for a stated good or service, here, water.

3

http://en.wikipedia.org/wiki/Arrow%27s_impossibility_theorem

http://en.wikipedia.org/wiki/Arrow%27s_impossibility_theorem

http://en.wikipedia.org/wiki/Neutrality

http://en.wikipedia.org/wiki/Anonymity

http://en.wikipedia.org/wiki/Monotonicity

http://en.wikipedia.org/wiki/Unanimity

http://en.wikipedia.org/wiki/Homogeneity

http://en.wikipedia.org/wiki/Pareto_optimality

Consumer Acceptance

Acceptance describes consumer willingness to receive and/or to tolerate. For

example, a customer might accept the occurrence of a certain number of yearly supply

interruptions given a certain price. Consumer acceptance and satisfaction are related, as

the first is a precursor of the latter. However, despite the fact that satisfaction and

acceptance can be thought of as lying on a continuum, acceptance does not automatically

lead to satisfaction. Weighing needs or preferences against provided product or service

attributes results in the balance of satisfaction pointing in a negative or positive direction,

depending on whether interests are conflicting or corresponding. This determines the way

in which people evaluate companies' or utilities' performance. Only when a consumer's

needs for a stated good or service are met, i.e. when the service provided corresponds

with their preferences, will they feel satisfied. Customer satisfaction can be enhanced

when their needs are met (in terms of both quality and quantity) and accord with their

preferences. At the other end of this dimension, where the service provided conflicts with

the prevailing needs or preferences, customers may experience feelings of dissatisfaction.

Acceptance is also used in the literature to mean an affirmative answer to a proposal.

The distinction is subtle but there are occasions where consumers might not agree

to a proposal yet accept the subsequent service in the sense of tolerating it.

Consumer Concerns

These are expressed anxieties or unease over an object broadly defined (e.g.

discoloured tap water or a proposal to change the water pricing structure).

Consumer Preferences

This is used primarily to mean an option that has the greatest anticipated value

among a number of options. This is an economic definition and does not tap into

'wishes' or `dreams' (for e.g. that safe drinking water was free, that there should be world

peace) but for all practical purposes is an appropriate definition. Preference and

4

acceptance can in certain circumstances mean the same thing but it is useful to keep the

distinction in mind with preference tending to indicate choices among neutral or more valued

options with acceptance indicating a willingness to tolerate the status quo or some less

desirable option.

Consumer Expectations

The distinction between expectations and preferences is often blurred though the

concepts are distinct. Expectation is used in three slightly differing senses in the

literature. One is the act of expecting or looking forward – a belief about what will happen

in the future. Most consumers in Europe expect that clean and safe water will come out of

their taps the next time they turn them on. A related but more technical use of expectation

is to denote a more formal estimation of the probability of an event occurring. These first two

definitions can be distinguished from preference in that preferences refer to some desired

state and, as in the above definition, imply that more than one state is possible and that

there are some options. Unfortunately expectation is also used more loosely to mean a

requirement or demand for something and in this sense is a kind of strong preference.

When reading the literature it is important to ascertain which definition is being used.

Consumer Awareness

Consumer awareness is the level of knowledge about, in this case, water which

includes the water company, regulatory framework, supply system and service, or the water

itself. In most research the adequacy or otherwise of this awareness is anchored against the

service provider or regulator's perspective on the supply. Where consumer awareness does

not equate with this industry perspective this is often termed a consumer (mis)perception.

However, it should be noted that there is a distinction between holding factually incorrect

knowledge about the supply system (for e.g. that the water comes from a river when it

comes from an aquifer) and differing perspectives on, say, the safety of the supply. In the

latter example assessments of safety are judgements made under uncertainty about the future and

thus have a legitimately contestable truth status. What is acceptably safe is a matter of judgment

5

(potentially based on 'good science' but a judgment under uncertainty nonetheless) and may or

may not be a 'mis-perception';

Risk Perception

This is a term used rather loosely in the literature to mean the level of risk associated

with exposure to a hazard. Unfortunately a 'risk' is often used to mean the specific

hazard itself rather than a formal risk which is a combined assessment of the

likelihood and magnitude of harm that may occur as a result of exposure to the hazard.

In section 3 we discuss this concept further.

Consumer Attitudes

An attitude is a positive or negative evaluation of a social object or action. A

'social object' in the present context might mean the water company, water regulations,

supply system and service, or the water itself. Many theories of attitudes (e.g. the well-

known theory of planned behaviour, Ajzen, 1985) have attitude as a factor

involved in determining behavioral choices however there is considerable continuing

debate about when, and in what circumstances, attitudes are important determinants of

behaviour. An attitude toward something should thus not be taken to imply that

attitude- consistent behaviour will automatically follow.

Consumers and the Public

While discussing definitional clarity it is worth acknowledging that 'the consumer'

is not a representative of a single homogeneous group, 'the public'. Social scientists

prefer to use the term 'publics' to reflect the idea that not all members of 'the public'

share the same goals and values nor have the same relative power status within any

society. A crude example we will return to later is that the poor/unemployed are unable

to pay for some services and it would be a mistake to ignore the importance of this

different status when studying preferences. In the case of water consumption, all

6

members of the population have to consume water from some source but some are the

direct payers of water bills (customers), some pay indirectly (e.g. those living in care

homes, or some forms of rented accommodation) and others are dependents of customers.

These differing groups will have differing relationships with suppliers and may well

have different preference.

7

1.1 INDUSTRY PROFILE

MOBILE INDUSTRY IN INDIA

History of Indian Telecommunications

Started in 1851 when the first operational land lines were laid by the government near

Calcutta (seat of British power). Telephone services were introduced in India in 1881. In 1883

telephone services were merged with the postal system. Indian Radio Telegraph Company (IRT)

was formed in 1923. After independence in 1947, all the foreign telecommunication companies

were nationalized to form the Posts, Telephone and Telegraph (PTT), a monopoly run by the

government's Ministry of Communications. Telecom sector was considered as a strategic service

and the government considered it best to bring under state's control.

The first wind of reforms in telecommunications sector began to flow in 1980s when the

private sector was allowed in telecommunications equipment manufacturing. In 1985,

Department of Telecommunications (DOT) was established. It was an exclusive provider of

domestic and long-distance service that would be its own regulator (separate from the postal

system). In 1986, two wholly government-owned companies were created:

The Videsh Sanchar Nigam Limited (VSNL) for international telecommunications and

Mahanagar Telephone Nigam Limited (MTNL) for service in metropolitan areas.

In 1990s, telecommunications sector benefited from the general opening up of the

economy. Also, examples of telecom revolution in many other countries, which resulted in better

quality of service and lower tariffs, led Indian policy makers to initiate a change process finally

resulting in opening up of telecom services sector for the private sector. National Telecom Policy

(NTP) 1994 was the first attempt to give a comprehensive roadmap for the Indian

telecommunications sector. In 1997, Telecom Regulatory Authority of India (TRAI) was created.

TRAI was formed to act as a regulator to facilitate the growth of the telecom sector. New

National Telecom Policy was adopted in 1999 and cellular services were also launched in the

same year.

8

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. The state operators (BSNL and

MTNL), account for almost 90 per cent of revenues from basic services. Private sector services

are presently available in selective urban areas, and collectively account for less than 5 per cent

of subscriptions. However, 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, Vodfone, Idea Cellular and Aircel,

while the CDMA sector is dominated by Reliance and Tata Indicom. 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.

Issues and Challenges of telecom industry

There are various issues surrounding the telecom Industry which pose challenges for the

Industry. These issues arise out of various policy announcements by the regulator which has

resulted in increased competition between the players? If we take a closer look at the issues and

challenges, a majority of them revolve around the most important resource in the telecom

Industry- “SPECTRUM”. Spectrum is a range of electromagnetic radio frequencies used for

transmission of voice, data and images.

9

Telecom operators send and receive frequencies to enable communication between two

phones. Enhancement of subscriber criteria for allocation of additional 2G spectrum the

controversy began when TRAI and DOT’s technical advisory board raised the bar on the

minimum subscriber norms for operators to qualify for additional spectrum. The new subscriber

norms were around three times higher than the existing ones. This move was challenged by GSM

operators in the telecom tribunal. DoT then referred the matter to its technical arm, Telecom

Engineering Centre (TEC), which in its report recommended that the allocation norms should be

hiked between 2-15 times depending on the circle. The Cellular Operators Association Of India,

the body representing all GSM players, said that it would fle yet another petition with the

telecom tribunal challenging the TEC report. Access licence made technology neutral the Govt

also permitted existing universal access service licencees to offer wireless services using either

GSM or CDMA technology. This decision paved way for existing CDMA operators to provide

GSM-based services and vice-versa, subject to the availability of spectrum and payment of the

prescribed fees. 3G spectrum auction to be open to all in another move, the government

announced that 3G spectrum would be auctioned, which would be open to all. This means that

both existing operators and new entrants, whether owned by domestic entrepreneurs or foreign

companies such as AT&T and Deutsche Telekom, who currently do not have presence in India,

would be eligible to bid for 3G spectrum. This view is in contradiction with the Bharti Airtel Ltd

and others we expect the mobile subscriber base for the industry to reach 366 mn by 2012 from

166 mn as on 2007 Telecom Regulatory Authority of India’s (TRAI) recommendation of

allocating 3G spectrum only to existing service licencees. Mobile Number Portability (MNP)

from last quarter of 2008 furthermore, to reduce entry barriers and increase competition, the

Govt. has decided to implement Mobile Number Portability (MNP) in a phased manner. MNP

would give subscribers the freedom to change their existing wireless operator while retaining the

same number. To begin with, MNP would be implemented in the four metros of Mumbai,

Chennai, Delhi, and Kolkatta during the last quarter of 2008.

10

Classification of Telecommunication services:

Basic services

· Cellular services

· Internet Service Provider (ISP)

The telecom commission was set up by the government of INDIA& notification dated 11 Apirl

1989 with admistrative & financial power of government deal with various aspect of

telecommunication. The entry of private sector in the provision of telecom service a need was

full to have an independent regulatory body the above requirement was indicated in the guideline

issue for entry of private sector in basic telecom service. In 1997 telecom regulation act India

was established in pursuance which was act of parliaments to regulate the service or it amended

by act 2000. Mobiles have become so popular that many people use their handset as their only

phone and rarely use a landline. The de regulation in the INDIA telecommunication markets

since the beginning of the 1997s has brought about significant changes in the communication

industry. Price competition and newly created services the telecommunication industry has

become the largest industry. In recent year, adoption of mobile phone has been exceptionally

rapid in many part of the world and especially in INDIA; mobile phones are almost as common

as wrist watch

11

Industry Analysis

Top 10 mobile Countries

- www.telecomindiaonline.com

Rank Operator Subscribers Month

1 China 730 October

2 India 488.4 October

3 US 276 June

4 Russia 197 June

5 Brazil 159.61 June

6 Indonesia 144.64 March

7 Japan 113.75 August

8 Germany 107.19 June

9 Pakistan 95.55 July

10 Italy 89.43 June

30%

20%12%

8%

7%

6%

5%4% 4% 4%

Top 10 Mobile Countires Subscribers(in Millons)

ChinaIndiaUS RussiaBrazilIndonesiaJapanGermanyPakistanItaly

12

List of Mobile Service Providers and their Market Shares

S.No Operator Subscriber base Market Share 1 Bharti Airtel 146,293,078 21.34%

2 Reliance Communications 119,351,438 17.37%

3 Vodafone 118,038,438 17.08%

4 BSNL 80,739,935 11.31%

5 Tata Teleservices 80,817,298 11.47%

6 Idea 76,023,551 10.84%

7 Aircel 47,519,629 6.64%

8 Unitech 13,748,300 1.05%

9 Loop 3,009,445 0.45%

10 Sistema 7,121,765 0.86%

11 MTNL 5,342,039 0.81%

12 Videocon 5,616,152 0.43%

13 Stel 1,867,060 0.22%

14 Etisalat 70,829 0.01%

15 HFCL Infotel 1,132,477 0.13%

All India 706,691,164 100.00%

Top 10 Mobile Service Providers in India

1 Bharti Airtel

2 Vodafone

3 Idea

4 BSNL

5 Aircel

6 Tata Serviceable

7 Reliance Communications

8 MTNL

9 Unitech

10 Loop

13

14

1.2 COMPANY PROFILE

The Aircel Group is a joint venture between Maxis Communications Berhad of Malaysia

and Apollo Hospital Enterprise Ltd of India, with Maxis Communications holding a majority

stake of 74%. Aircel commenced operations in 1999 and became the leading mobile operator in

Tamil Nadu within 18 months. In December 2003, it launched commercially in Chennai and

quickly established itself as a market leader– a position it has held since. Aircel began its

outward expansion in 2005 and met with unprecedented success in the Eastern frontier circles. It

emerged a market leader in Assam and in the North Eastern provinces within 18 months of

operations. During this period; the company gained a foothold in 9 circles.

The Company has currently gained a momentum in the space of telecom in India post the

allocation of additional spectrum by the Department of Telecom, Govt. of India for 13 new

circles across India. These include Delhi (Metro), Mumbai (Metro), Andhra Pradesh, Gujarat,

Haryana, Karnataka, Kerala, Madhya Pradesh, Maharashtra & Goa, Rajasthan, Punjab, UP

(West) and UP (East). Aircel has won many awards and recognitions. Voice and Data gave

Aircel the highest rating for overall customer satisfaction and network quality in 2006. Aircel

emerged as the top mid-size utility company in Business world’s ‘List of Best Mid-Size

Companies’ in 2007. Additionally, Tele.net recognised Aircel as the best regional operator in

2008.With over 15 million customers in the country, Aircel, the fastest growing telecom

company in India, has revved up plans to become a full-fledged national operator.

Financial and Operational Performance

Aircel’s contribution to Maxis overall revenue in the first quarter has gone up sharply to

15% as against 10% in the previous quarters, while the contribution to EBITDA went up to 9%

as against 7% a few quarters ago, Maxis said in a communication to investors recently. In value,

Aircel contributed RM 320 million (close to Rs 390 crore) to the group’s turnover of RM 2,157

million (Rs 2,600 crore) in the quarter as against RM 29 million (Rs 38 crore) ie more than 10

times over the previous quarter. Similarly, Aircel’s contribution on EBITDA was around

RM102 million (close to Rs 122 crore) as against group’s EBITDA of RM 1,082 million (Rs

15

1,300 crore), Maxis pointed out. The Indian arm was key to this increase in the group’s both

revenue and EBITDA, the company said further.

Company Strategy

• Aircel entered the mobile market in 1999 and became the leading mobile company in

TamilNadu.

• The operator has a presence in all four metro circles in India.

• The operator is expanding its business and increasing market share through a

combination of growth by increasing capacity on its networks in Chennai, Andhra acquisition as

well as network investment. Aircel is currently Pradesh and Karnataka, while also rolling out

new networks in West Bengal and western Uttar Pradesh.

Products and Services

• Aircel provides 2G services & 3G services using digital GSM technology. We offer

GSM voice and data services in all of the regions in which we currently operate.

• In addition to basic mobile voice telephony services, we offer a wide range of value-

added and data services. These include voicemail, dual SIM card capabilities, missed-call alerts,

SMS, GPRS services and e-mail services. Aircel has roaming arrangements with some 250

international and 46 domestic operators

• Aircel currently offers GSM services across 22 circles including the nine circles in

India.

• It offers pre- and post-paid voice, MMS and internet access services.

• August 1999: Aircel commenced its own market from TamilNadu and all of its 2G

businesses and by the end of 2005; it captures most of the market of India.

• July 2004: The operator launched EDGE services and began talks with TV channels

over content streaming

• July 2005: Aircel launched services in most over part of India.

16

• March 2007: It has been named the 'Most Respected Telecom Company', the 'Best

Mobile Service in the country', and the 'Most Creative and Most Effective Advertiser of the

Year'. It now has operations in 22 circles accounting for 70% of India’s mobile customer base.

Awards and achievements

• Awarded in No. 1 in Customer satisfaction and networking – 2006.

• Best Mid-size companies’ in the Year- 2007 Best Continued Campaign – Aircel.

• TM - ABBY Awards Added Punjab, Haryana, Rajasthan and UP (East) circles to India

operations Acquired ADIL, with operations in Rajastan, UP East and Haryana ‘India’s

most admired Telecom Company' - Business World – IMRB NFO MBL Best Performer

in Customer Satisfaction.

• Won auction for licenses to operate GSM services in Karnataka, Andhra Pradesh and

Chennai Best Regional Operator in India in year-2008.

17

1.3 PROBLEM STATEMENT

The company has more opportunity to capture the market. The cellular service

industry is more competitive than ever before. There is a need to identify the gap between

consumer behavior and company marketing strategy. The findings of this study will be

important to understand the consumer attitude, habits, opinion and their beliefs towards the

product, and the behavior towards the company marketing efforts. The result of the study will

help to make a suitable recommendation for cover the gap between consumer behavior and

the company marketing efforts.

18

1.4 NEED AND SIGNIFICANCE OF STUDY

• Understanding consumer behavior and “knowing customers” is never simple.

Customers may say one thing but do another. They may not be in touch with their deeper

motivations.

• Consumers have more power then ever before.

• Consumers have access more information than ever before.

• There are a number of reasons for researching of consumer behaviour like

segmentation, target market selection, positioning, and product/service decision, pricing

decision, distribution and promotion decision.

19

1.5 SCOPE OF THE STUDY

In recent year, adoption of mobile phone has been exceptionally rapid in many part of

the world and especially in India mobile phones are almost as common as wrist watch. The

Indian telecommunications market is characterized by a small number of large players and a

much more sizeable number of small companies. The mobile industry has become more

competitive. It is necessary to identify the consumer attitude & behavior towards product and

what do they want or needed. The study will be focused on the consumer behavior &

company marketing strategy towards cellular services. The findings of the research will be

helpful to identifying the consumer attitude, behavior, habits to buy a mobile phone and

company practicing. The result of the study will be important to make a marketing strategy

for the future customers to fulfill the company objective.

20

1.6 OBJECTIVES OF THE STUDY

Objective is to study the consumer behavior towards cellular service. This project

report has been formulated with specialty of behavioral analysis of consumer. By throwing

light on their need for communication, effort has been put on deriving there response towards

communication and its various standards. The aim of project has been to sort out basic things

that consumer seeks while asking new Telecom connection and promising things of Telecom

that makes them reliable consumer.

Objectives To study the problems faced by the respondents with Aircel.

To study customer satisfaction level on Aircel marketing strategy.

To find out the consumer preferences.

To analyses the level of awareness about Aircel product & services.

To study sales, promotion advertisement of Aircel.

To make a suggestions in findings of the study.

21

1.7 REVIEW OF LITERATURE

1. According to Rice (1993), perception is the initiator of behaviour. It can also be seen

as a process of information extraction. Perception is the process by which an individual

selects, organizes, and interprets information inputs to create a meaningful picture (Kotler,

2000). Different people tend to perceive quite differently even when they are exposed to the

same reality. A set of factors, e.g. individual responses, determine an individual’s perception

process and lead to individual differences. The most important is that people’s perceptions

are often more important than the reality in marketing (Kotler, 2000).

2. According to Thorelli et al (1975), the prospective buyer possesses a certain stock of

cognitive content, including his own personality or self-concept, attitudes and opinions both

in general and on specific products, and stored information and past experience. This stock

has been formed as a result of his interaction with his environment over time, and it will help

determine the environment in which he places himself in the future as well as influence his

perceptions of that environment. This stage consists of the physical and cognitive activities

involved in comparing alternatives on the basis of information gathered from external search

above.

3. The study of customer behaviour provides a sound basis for identifying and

understanding the factors that influence consumers purchase on line. Schiffman and Kanuk

(2000) state that the behaviour that consumers display in searching, purchasing, and

evaluating products/services is those that they expect to fulfill their needs.

4. According to Kotler (2000), the consumer arrives at attitudes toward the various

brands through an attribute evaluation procedure and most buyers consider several attributes

in their purchase decision. These attributes used by consumers for evaluation are also called

choice criteria.

5. Jobber (2001) has made a good summary of these choice criteria. In fact, consumers

attempt to optimize the trade-off between product benefits, product costs, the desired personal

utilities and other variables.

22

1.8 RESEARCH METHODOLOGY

It is a way to systematically solve the research problem. It may be understood as a

science of studying how research is done scientifically. In it we study the various steps that

are generally adopted by researchers, in studying our research problem along with the logic

behind it. It is essential for the researchers to know not only the research method technique

but also the methodology.

1.8.1 Research Design:

A research design is the arrangement of conditions for collection and analysis of data

in a manner that aims to combine relevance to the research purpose with economy in

procedure. Descriptive research is used in the preparation of the project. There is some point

and facts which were not found earlier. Hence field study research is used. A descriptive

research technique is also used as we again worked upon those facts which were earlier found

by some other. Our studies were completely descriptive and field study research.

1.8.2 Sample area:

Madurai city

1.8.3 Sample size:

200 Consumers

1.8.4 Sampling design:

The sampling design selected for this study is convenience sampling.

Convenience sampling:

Convenience sampling is method in which samples are drawn at the convenience of

the researcher.

23

1.8.5 Research Instrument:

The research instrument used for collecting data is a structured questionnaire.

Type of questions:

Closed questions: 22

Open ended questions: 2

1.8.6 Data collection method:

Primary Data

Primary data generally means those raw data or data structures that are collected “first

hand” and have not any previous meaningful interpretation. For our Summer Internship

Project Report, We have collected such primary data through face to face interview method

with the help of questionnaire.

Through:

Questionnaire,

Personal interview.

Secondary Data

Secondary data is also used to find some facts regarding company through Internet,

Journals, Books, and Newspapers.

Through:

Companies’ website, Internet.

TOOLS USED

For the project study the tools adopted is questionnaire having five point scale type

questions in which it is measured as Excellent, Very Good, Good, Bad, Very Bad. And Yes

or No type of questions also included also used another five point scale that as highly

Satisfied, Satisfied, Neutral, Dissatisfied, and Highly Dissatisfied. The questionnaire is close-

end and open-end in which Rating scale Semantic differential are used. Also one open-end

question is asked. In which consumer can directly express their expectation or suggestions to

the company.

24

1.8.7 Statistical Tools

• The chi-square test

(Snedecor and Cochran, 1989) is used to test if a sample of data came from a

population with a specific distribution.

An attractive feature of the chi-square goodness-of-fit test is that it can be

applied to any univariate distribution for which you can calculate the cumulative

distribution function. The chi-square goodness-of-fit test is applied to binned data

(i.e., data put into classes). This is actually not a restriction since for non-binned

data you can simply calculate a histogram or frequency table before generating the

chi-square test. However, the value of the chi-square test statistic is dependent on how the

data is binned

The chi-square test is defined for the hypothesis:

Ho: The data follow a specified distribution.

Ha: The data do not follow the specified distribution.

Test For the chi-square goodness-of-fit computation, the data are divided

Statistic: into k bins and the test statistic is defined as

𝝌𝝌𝝌𝝌 = �(𝑶𝑶𝑶𝑶 − 𝑬𝑬𝑶𝑶) 𝝌𝝌/𝑬𝑬𝑶𝑶𝒌𝒌

𝑶𝑶=𝟏𝟏

25

• Friedman test

The Friedman test is a non-parametric statistical test developed by the U.S. economist

Milton Friedman. Similar to the parametric repeated measures ANOVA, it is used to detect

differences in treatments across multiple test attempts. The procedure involves ranking each

row (or block) together, then considering the values of ranks by columns. Applicable to

complete block designs, it is thus a special case of the Durbin test.

Classic examples of use are:

• n wine judges each rate k different wines. Are any wines ranked consistently higher or

lower than the others?

• n wines are each rated by k different judges. Are the judges' ratings consistent with

each other?

• n welders each use k welding torches, and the ensuing welds were rated on quality.

Do any of the torches produce consistently better or worse welds?

The Friedman test is used for one-way repeated measures analysis of variance by ranks. In its

use of ranks it is similar to the Kruskal-Wallis one-way analysis of variance by ranks.

Friedman test is widely supported by many statistical software packages.

1. Given data , that is, a tableau with n rows (the blocks), k columns (the

treatments) and a single observation at the intersection of each block and treatment,

calculate the ranks within each block. If there are tied values, assign to each tied value

the average of the ranks that would have been assigned without ties. Replace the data

with a new tableau where the entry rij is the rank of xij within block i.

2. Find the values:

o

o

o ,

o

26

http://en.wikipedia.org/wiki/Non-parametric_statistics

http://en.wikipedia.org/wiki/Statistical_test

http://en.wikipedia.org/wiki/United_States

http://en.wikipedia.org/wiki/Milton_Friedman

http://en.wikipedia.org/wiki/Parametric_statistics

http://en.wikipedia.org/wiki/Repeated_measures

http://en.wikipedia.org/wiki/ANOVA

http://en.wikipedia.org/wiki/Ranking

http://en.wikipedia.org/wiki/Complete_block_design

http://en.wikipedia.org/wiki/Durbin_test

http://en.wikipedia.org/wiki/Kruskal-Wallis_one-way_analysis_of_variance

http://en.wikipedia.org/wiki/Comparison_of_statistical_packages

3. The test statistic is given by . Note that the value of Q as computed above

does not need to be adjusted for tied values in the data.

4. Finally, when n or k is large (i.e. n > 15 or k > 4), the probability distribution of Q can

be approximated by that of a chi-square distribution. In this case the p-value is given

by . If n or k is small, the approximation to chi-square becomes poor

and the p-value should be obtained from tables of Q specially prepared for the

Friedman test. If the p-value is significant, appropriate post-hoc multiple comparisons

tests would be performed.

27

http://en.wikipedia.org/wiki/Probability_distribution

http://en.wikipedia.org/wiki/Chi-square

http://en.wikipedia.org/wiki/P-value

http://en.wikipedia.org/wiki/Statistical_significance

http://en.wikipedia.org/wiki/Multiple_comparisons

1.9 LIMITATIONS

Due to financial situation of the research, the time frames for completion and the

sampling constraints the following are identified:

Financial constraints:

Financial constraints meant that the study could not be conducted on a State scale.

Time constraints:

The study has strict deadline which had to be met in order to fulfill the completion

requirement. If there were no time limit and financial constraints, or time frame in which to

complete the study, the researcher would done a national level survey in order to get a more

effective sample of the population.

28

CHAPTER – II DATA ANALYSIS

AND INTERPRETATION

29

CHAPTER – II

2. DATA ANALYSIS AND INTERPRETATION

2.1 PERCENTAGE ANALYSIS

Table no: 2.1.1 Gender of the respondents:

Gender No of Respondents Percentage of Respondents

Male 133 66.5

Female 67 33.5

Total 200 100

Figure no: 2.1.1 Gender of the respondents:

Interpretation:

It has been identified from the above the table that (66.5%) of respondents were males and 33.5% were females.

66%

34%

Gender of the Respondents

MaleFemale

30

Table no: 2.1.2 Age of the respondents:

Age No. of Respondents Percentage of Respondents

Below 20 37 18.5

21 – 30 117 58.5

31- 40 28 14.0

41 - 50 10 5.0

Above 50 8 4.0

Total 200 100.0

Figure no: 2.1.2 Age of the respondents:

Interpretation:

From the table shows that majority (58.5%) of the respondents are between the age

group of 21-30, 18.5% are the age of below 20, 14% of the respondents are between the age

31-40, 4% of the respondents are 41-50, 4% of the candidates are more than 50 years.

37

117

28

10 8

Below 20 21 – 30 31- 40 41 - 50 Above 50

Age of the Respondents

31

Table no: 2.1.3 Qualification of the respondents:

Qualification No. of Respondents Percentage of Respondents

SSLC 17 8.5

HSC 26 13.0

University Graduate 79 39.5

Post Graduate 68 34.0

Others 10 5.0

Total 200 100.0

Figure no: 2.1.3 Qualification of the respondents:

Interpretation:

It has been identified from the above the table that (39.5%) of the respondents

qualification were University Graduate, 34% of candidates qualification were Post Graduate,

18.5% of respondents were have HSC qualification, 8.5% of respondents have SSLC

qualification, and 5% of respondents only uneducated.

SSLC HSC University Graduate

Post Graduate Others

No. of Respondents 17 26 79 68 10

0

10

20

30

40

50

60

70

80

90

No.

of R

espo

nden

ts

Qualification of the Respondents

32

Table no: 2.1.4 Occupation of the respondents:

Occupation No. of Respondents Percentage of Respondents

Govt. Employee 18 9.0 Professional 13 6.5 Business 34 17.0 Student 115 57.5 Unemployed 4 2.0 Others 16 8.0 Total 200 100.0

Figure no: 2.1.4 Occupation of the respondents:

Interpretation:

Out of the 200 respondents 115 respondents are student. 17% of the respondents are

doing Business. 9% of the respondents are Govt. Employees. 6.5% of the respondents are

professionals. 8% of the respondents are comes under Others Category. Others include house

wife, Stock market etc. Only 2% of the respondents are unemployed.

Govt. Employee9% Professtional

6%

Business17%

Student58%

Unemloyed2%

Others8%

Occupation of the respondents

33

Table no: 2.1.5 Type of mobile service:

Connection Mode No. of Respondents Percentage of Respondents

Post Paid 39 19.5 Prepaid 161 80.5 Total 200 100.0

Figure no: 2.1.5 Type of mobile service:

Interpretation:

It has been identified from above the table that 80.5% of the respondents are using

prepaid mobile service and remaining 19.5 % of the respondents are using postpaid.

39

161

Post Paid Prepaid

Type of mobile service

34

Table no: 2.1.6 Service provider for the respondents:

Service Provider No. of Respondents Percentage of Respondents

Aircel 143 52.2

Airtel 66 24.1

Vodafone 18 6.6

TATA Docomo 18 6.6

Reliance 12 4.4

BSNL 17 6.2

Total 274 100.0

Figure no: 2.1.6 Service provider for the respondents:

Interpretation:

It has been identified from the above table that 52.2% of the respondents are using

Aircel. 24.1% of the respondents are using Airtel. 6.6% of the respondents are using

Vodafone, TATA Docomo. 6.2% of the respondents are using BSNL. Only 4.4% of the

respondents are using Reliance.

0

20

40

60

80

100

120

140

160

Aircel Airtel Vodafone TATA Docomo Reliance

Service provider for the respondents

35

Table no: 2.1.7 Years if using service provider by the Respondents:

Years of Using No. of Respondents Percentage of Respondents

1 20 10.0 2 33 16.5 3 25 12.5 4 19 9.5 5 40 20.0 6 19 9.5 7 17 8.5 8 9 4.5 9 2 1.0 10 14 7.0 12 1 .5 15 1 .5 Total 200 100.0

Figure no: 2.1.7 Years if using service provider by the Respondents:

Interpretation:

It has been identified that majority 20% of the respondents are using their service

provider past 5 Years. 36

Table no: 2.1.8 Way by which service provider is chosen:

Method of choosing No. of Respondents Percentage of Respondents

Reference 49 24.5 Prior Experience 17 8.5 Network 59 29.5 Provide clear voice 1 .5 Excellent Service 34 17.0 Price promise 16 8.0 Availability 15 7.5 Others 9 4.5 Total 200 100.0

Figure no: 2.1.8 Way by which service provider is chosen:

Interpretation:

From the above table it has been identified that majority 29.5% of the respondents are

said that they chosen their service provider by Network. 24.5% of the respondents are said

that they chosen by Reference.

24%

8%

29%

1%

17%

8%8% 5%

Way by which service provider is chosen

Reference Prior Experience Network Provide clear voice

Excellent Service Price promise Availability Others

37

Table no: 2.1.9 Expenditure for Mobile Recharge or Mobile Bill (Per Month):

Amount No. of Respondents Percentage of Respondents

Below 200 75 37.5 201 - 300 74 37.0 501 - 800 20 10.0 801 - 1000 21 10.5 Above 1000 10 5.0 Total 200 100.0

Figure no: 2.1.9 Expenditure for Mobile Recharge or Mobile Bill (Per Month):

Interpretation:

It has been identified that majority 37.5% of the respondents are spending below Rs.

200 for monthly mobile recharge or mobile bill. 37% of the respondents are spending Rs. 201

to Rs. 300 for monthly mobile recharge or mobile bill.

0

10

20

30

40

50

60

70

80

Below 200 201 - 300 501 - 800 801 - 1000 Above 1000

Expenditure for Mobile Recharge or Mobile Bill (Per Month)

38

Table no: 2.1.10 Likeness features in Aircel:

Features of Aircel No. of Respondents Percentage of Respondents

Pocket Internet 57 39.9 3G 32 22.4 SMS Pack 10 7.0 VAS 6 4.2 Nothing 38 26.6 Total 143 100.0

Figure no: 2.1.10 Likeness features in Aircel:

Interpretation:

It has been identified that majority 39.9% of the respondents are like Aircel’s Pocket

Internet. 26.6% of the respondents are don’t like any features in Aircel.

0 10 20 30 40 50 60

Pocket Internet

3G

SMS Pack

VAS

Nothing

Pocket Internet 3G SMS Pack VAS Nothing

No. of Respondents 57 32 10 6 38

Likeness features in Aircel

39

Table no: 2.1.11 Preference in Aircel Connection:

Preference No. of Respondents Percentage of Respondents

Low Call rate 69 48.3 Full Take time 65 45.5 Nothing 9 6.3 Total 143 100.0

Figure no: 2.1.11 Preference in Aircel Connection:

Interpretation:


prefers Low Call Rate in Aircel connection.

Low Call rate Full Take time Nothing

69 65

9

Preference in Aircel Connection

40

Table no: 2.1.12 Satisfaction level of Aircel Rate cutters:

Satisfaction level No. of Respondents Percentage of Respondents

Very dissatisfied 15 10.5 Dissatisfied 31 21.7 Neutral 37 25.9 Satisfied 47 32.9 Very Satisfied 13 9.1 Total 143 100.0

Figure no: 2.1.12 Satisfaction level of Aircel Rate cutters:

Interpretation:

It has been identified that only 9.1% of the respondents are Very Satisfied with Aircel

Rate Cutters. Majority 32.9% of the respondents are Satisfied with Aircel Rate Cutters.

05

101520253035404550

Very dissatisfied

Dissatisfied Neutral Satisfied Very Satisfied

Satisfaction level of Aircel Rate cutters

No. of Respondents

41

Table no: 2.1.13 Services used in Aircel – Pocket Internet:

Response No. of Respondents Percentage of Respondents

No 91 63.6 Yes 52 36.4 Total 143 100.0

Figure no: 2.1.13 Services used in Aircel – Pocket Internet:

Interpretation:

It has been identified that majority 63.6% of the respondents are does not using the

Pocket Internet Service.

64%

36%

Services used in Aircel – Pocket Internet

NoYes

42

Table no: 2.1.14 Services used in Aircel – Blyk on Aircel:


No 127 88.8 Yes 16 11.2 Total 143 100.0

Figure no: 2.1.14 Services used in Aircel – Blyk on Aircel:

Interpretation:

From the above table has been identified that only 11.2% of the respondents are using

the Blyk on Aircel service.

89%

11%

Services used in Aircel – Blyk on Aircel

NoYes

43

Table no: 2.1.15 Services used in Aircel – Dialer Tune:


No 122 85.3 Yes 21 14.7 Total 143 100.0

Figure no: 2.1.15 Services used in Aircel – Dialer Tune:

Interpretation:


the Dialer Tune service.

85%

15%

Services used in Aircel – Dialer Tune

NoYes

44

Table no: 2.1.16 Services used in Aircel – 3G:


No 129 90.2 Yes 14 9.8 Total 143 100.0

Figure no: 2.1.16 Services used in Aircel – 3G:

Interpretation:


the 3G service in Aircel.

90%

10%

Services used in Aircel – 3G

NoYes

45

Table no: 2.1.17 Services used in Aircel – Missed call:


No 124 86.7 Yes 19 13.3 Total 143 100.0

Figure no: 2.1.17 Services used in Aircel – Missed call:

Interpretation:


the Missed Call Alert service.

87%

13%

Services used in Aircel – Missed call

No Yes

46

Table no: 2.1.18 Services used in Aircel – SMS Pack:


No 76 53.1 Yes 67 46.9 Total 143 100.0

Figure no: 2.1.18 Services used in Aircel – SMS Pack:

Interpretation:

From the above table has been identified that majority 46.9% of the respondents are

using the SMS Pack service. In all above services Aircel customers are using SMS Pack

Service mostly.

53%47%

Services used in Aircel – SMS Pack

No Yes

47

Table no: 2.1.19 Services used in Aircel – Rate Cutters:


No 95 66.4 Yes 48 33.6 Total 143 100.0

Figure no: 2.1.19 Services used in Aircel – Rate Cutters:

Interpretation:

From the above table has been identified that 33.6% of the respondents are using the

Rate Cutters. After SMS Pack service most of the customers are using Rate Cutters.

66%

34%

Services used in Aircel – Rate Cutters

No Yes

48

Table no: 2.1.20 Services used in Aircel – Nothing:


No 126 88.1 Yes 17 11.9 Total 143 100.0

Figure no: 2.1.20 Services used in Aircel – Nothing:

Interpretation:

From the above table has been identified that only 11.9% of the respondents are not

using any of the Aircel service.

88%

12%

Services used in Aircel – Nothing

No Yes

49

Table no: 2.1.21 Problems faced in Aircel - Network Coverage:

Satisfaction Level No. of Respondents Percentage of Respondents

Highly Dissatisfied 8 5.6 Dissatisfied 22 15.4 Neutral 20 14.0 Satisfied 74 51.7 Highly Satisfied 19 13.3 Total 143 100.0

Figure no: 2.1.21 Problems faced in Aircel - Network Coverage:

Interpretation:


Satisfied with Aircel’s Network Coverage. Only 5.6% of the respondents are Highly

Dissatisfied with Aircel’s Network Coverage.

6%

15%

14%

52%

13%

Problems faced in Aircel - Network Coverage

Highly DissatisfiedDissatisfiedNeutralSatisfiedHighly Satisfied

50

Table no: 2.1.22 Problems faced in Aircel - Value Added Services:



Figure no: 2.1.22 Problems faced in Aircel - Value Added Services:

Interpretation:

From the above table has been identified that 28% of the respondents are Dissatisfied

with Unnecessary VAS Activation. Only 6.3% of the respondents are not affected by

Unnecessary VAS Activation.

24%

28%19%

23%

6%

Problems faced in Aircel - Value Added Services

Highly DissatisfiedDissatisfiedNeutralSatisfiedHighly Satisfied

51

Table no: 2.1.23 Problems faced in Aircel - Network Clarity:



Figure no: 2.1.23 Problems faced in Aircel - Network Clarity:

Interpretation:


Satisfied with Aircel’s Network Clarity. Only 3.5% of the respondents are Highly

Dissatisfied with Aircel’s Network Clarity.

4%

15%

22%

39%

20%

Problems faced in Aircel - Network Clarity

Highly Dissatisfied Dissatisfied Neutral Satisfied Highly Satisfied

52

Table no: 2.1.24 Problems faced in Aircel - Changing Tariff:



Figure no: 2.1.24 Problems faced in Aircel - Changing Tariff:

Interpretation:


Neutral Level Satisfaction with Aircel’s Tariff Changing. Only 4.9% of the respondents are

Highly Dissatisfied with Changing Tariff.

5%

19%

37%

19%

20%

Problems faced in Aircel - Changing Tariff


53

Table no: 2.1.25 Problems faced in Aircel - Customer Service:



Figure no: 2.1.25 Problems faced in Aircel - Customer Service:

Interpretation:


Satisfied with Aircel’s Customer Service. Only 9.1% of the respondents are Highly Satisfied

with Aircel’s Customer Service.

16%

21%

20%

34%

9%

Problems faced in Aircel - Customer Service


54

Table no: 2.1.26 Satisfaction with Customer Care service:


Yes 87 60.8 No 56 39.2 Total 143 100.0

Figure no: 2.1.26 Satisfaction with Customer Care service:

Interpretation:

It has been identified that majority 60.8% of the respondents are Satisfied with

Aircel’s Customer Care service.

Yes No

87

56

Satisfaction with Customer Care service

55

Table no: 2.1.27 Likeness of Ads by Respondents:

Types of Ads No. of Respondents Percentage of Respondents

TV Commercials 108 54.0 Print ads 30 15.0 Internet 33 16.5 Radio 17 8.5 Bill Boards 12 6.0 Total 200 100.0

Figure no: 2.1.27 Likeness of Ads by Respondents:

Interpretation:

From the above table it has been identified that majority 54% of the respondents are

like TV Commercial Ads. Only 6% of the respondents are like Bill Boards.

0

50

100

150

Likeness of Ads by Respondents

56

Table no: 2.1.28 Services used other than call:

Services No. of Respondents Percentage of Respondents

SMS 103 51.5 MMS 8 4.0 Internet 15 7.5 Games 18 9.0 Downloading 26 13.0 Others (Only Call) 30 15.0 Total 200 100.0

Figure no: 2.1.28 Services used other than call:

Interpretation:

It has been identified that majority 51.5% of the respondents are using the SMS

Service other than Call. 15% of the respondents are using mobile only for Calling.

51%

4%8% 9%

13%

15%

28%

Services used other than call

SMS MMS Internet Games Downloading Others

57

Table no: 2.1.29 Rating of Network Providers - Aircel:

Rating No. of Respondents Percentage of Respondents

Very Bad 6 3.0 Bad 17 8.5 Good 85 42.5 Very Good 54 27.0 Excellent 38 19.0 Total 200 100.0

Figure no: 2.1.29 Rating of Network Providers - Aircel:

Interpretation:

From the above table we interpret that 42.5% of the respondents have rated Aircel

Network as Good. 27% of the respondents have rated Aircel Network as Very Good.

0

10

20

30

40

50

60

70

80

90

Very Bad Bad Good Very Good Excellent

Rating of Network Providers - Aircel

58

Table no: 2.1.30 Rating of Network Providers - Airtel:



Figure no: 2.1.30 Rating of Network Providers - Airtel:

Interpretation:

From the above table we interpret that 52.5% of the respondents have rated Airtel

Network as Very Good. 22.5% of the respondents have rated Airtel Network as Excellent.

0

20

40

60

80

100

120


Rating of Network Providers - Airtel

59

Table no: 2.1.31 Rating of Network Providers - Vodafone:



Figure no: 2.1.31 Rating of Network Providers - Vodafone:

Interpretation:

From the above table we interpret that 47% of the respondents have rated Vodafone

Network as Good. 20% of the respondents have rated Vodafone Network as Very Good.

0

10

20

30

40

50

60

70

80

90

100


Rating of Network Providers - Vodafone

No. of Respondents

60

Table no: 2.1.32 Rating of Network Providers - TATA Docomo:



Figure no: 2.1.32 Rating of Network Providers - TATA Docomo:

Interpretation:

From the above table we interpret that 38% of the respondents have rated TATA

Docomo Network as Good. 32.5% of the respondents have rated TATA Docomo Network as

Bad.

01020304050607080

Rating of Network Providers - TATA Docomo

No. of Respondents

61

Table no: 2.1.33 Rating of Network Providers - Reliance:



Figure no: 2.1.23 Rating of Network Providers - Reliance:

Interpretation:

From the above table we interpret that majority 45% of the respondents have rated

Reliance Network as Bad. Only 2% of the respondents have rated Reliance Network as

Excellent.

0

10

20

30

40

50

60

70

80

90

100


Rating of Network Providers - Reliance

62

Table no: 2.1.34 Rating of Network Providers - MTS:



Figure no: 2.1.34 Rating of Network Providers - MTS:

Interpretation:

From the above table we interpret that 40% of the respondents have rated MTS

Network as Bad. 24.5% of the respondents have rated MTS Network as Very Bad.

01020304050607080

Very Bad BadGood

Very GoodExcellent

Rating of Network Providers - MTS

63

Table no: 2.1.35 Rating of Network Providers - BSNL:



Figure no: 2.1.35 Rating of Network Providers - BSNL:

Interpretation:

From the above table we interpret that majority 40% of the respondents have rated

BSNL Network as Very Bad. 25% of the respondents have rated BSNL Network as Bad.

01020304050607080

Very Bad BadGood

Very GoodExcellent

Rating of Network Providers - BSNL

64

Table no: 2.1.36 Rating of 3G Service – Aircel:



Figure no: 2.1.36 Rating of 3G Service – Aircel:

Interpretation:

It has been identified that majority 38% of the respondents have rated Aircel’s 3G

service as Good.

0

10

20

30

40

50

60

70

80

Very Bad Bad Good Very Good

Excellent

Rating of 3G Service – Aircel

No. of Respondents

65

Table no: 2.1.37 Rating of 3G Service – Airtel:



Figure no: 2.1.37 Rating of 3G Service – Airtel:

Interpretation:

It has been identified that majority 36.5% of the respondents have rated Airtel’s 3G

services as Very Good. 35.5% of the respondents have rated Airtel’s 3G services as

Excellent.

0 10 20 30 40 50 60 70 80

Very Bad

Bad

Good

Very Good

Excellent

Rating of 3G Service – Airtel

66

Table no: 2.1.38 Rating of 3G Service – Vodafone:



Figure no: 2.1.38 Rating of 3G Service – Vodafone:

Interpretation:

It has been identified that majority 38.5% of the respondents have rated Vodafone’s

3G service as Excellent. 31.5% of the respondents have rated Vodafone’s 3G service as Very

Good.

0 10 20 30 40 50 60 70 80 90

Very Bad

Bad

Good

Very Good

Excellent

Rating of 3G Service – Vodafone

67

Table no: 2.1.39 Rating of 3G Service – TATA Docomo:



Figure no: 2.1.39 Rating of 3G Service – TATA Docomo:

Interpretation:

It has been identified that majority 46% of the respondents have rated TATA

Docomo’s 3G service as Good. 30% of the respondents have rated TATA Docomo’s 3g

service as Bad.

0 20 40 60 80 100

Very Bad

Bad

Good

Very Good

Excellent

Rating of 3G Service – TATA Docomo

No. of Respondents

68

Table no: 2.1.40 Rating of 3G Service – Reliance:



Figure no: 2.1.40 Rating of 3G Service – Reliance:

Interpretation:

It has been identified that majority 37% of the respondents have rated Reliance’s 3G

service as Bad. 22.5% of the respondents have rated Reliance’s 3G services as Very Bad.

0 10 20 30 40 50 60 70 80

Very Bad

Bad

Good

Very Good

Excellent

Rating of 3G Service – Reliance

69

Table no: 2.1.41 Rating of 3G Service – BSNL:



Figure no: 2.1.41 Rating of 3G Service – BSNL:

Interpretation:

It has been identified that majority 40% of the respondents have rated BSNL’s 3G

service as Bad. 18.5% of the respondents have rated BSNL’s 3G services as Good.

0 10 20 30 40 50 60 70 80 90

Very Bad

Bad

Good

Very Good

Excellent

Rating of 3G Service – BSNL

70

Table no: 2.1.42 Awareness of Aircel Dongle:


Yes 80 40.0 No 120 60.0 Total 200 100.0

Figure no: 2.1.42 Awareness of Aircel Dongle:

Interpretation:


not aware about Aircel Dongle Product.

40%

60%

Awareness of Aircel Dongle

YesNo

71

Table no: 2.1.43 Awareness of iPhone:


Yes 116 58.0 No 84 42.0 Total 200 100.0

Figure no: 2.1.43 Awareness of iPhone:

Interpretation:


aware about Apple iPhone from Aircel.

58%

42%

Awareness of iPhone

YesNo

72

Table no: 2.1.44 Awareness of Blackberry:


Yes 52 26.0 No 148 74.0 Total 200 100.0

Figure no: 2.1.44 Awareness of Blackberry:

Interpretation:


not aware about Blackberry from Aircel.

26%

74%

Awareness of Blackberry

YesNo

73

Table no: 2.1.45 Awareness of Other Handset offers:


Yes 42 21.0 No 158 79.0 Total 200 100.0

Figure no: 2.1.45 Awareness of Other Handset offers:

Interpretation:

From the above table it has been identified that only 21% of the respondents are

aware about Other Handset offers from Aircel.

21%

79%

Awareness of Other Handset offers

YesNo

74

Table no: 2.1.46 Rating of Data cards - Aircel:



Figure no: 2.1.46 Rating of Data cards - Aircel:

Interpretation:


rated the Aircel’s Data Card as Good. 31.3% of the respondents are rated the Aircel’s Data

Card as Excellent.

41%

22%

13%

20%4%

Rating of Data cards - Aircel

Very BadBadGoodVery GoodExcellent

75

Table no: 2.1.47 Rating of Data cards - Airtel:


Very Bad 0 0 Bad 6 7.5 Good 17 21.3 Very Good 38 47.5 Excellent 19 23.8 Total 80 100.0

Figure no: 2.1.47 Rating of Data cards - Airtel:

Interpretation:


rated the Airtel’s Data Card as Very Good. 23.8% of the respondents are rated the Airtel’s

Data Card as Excellent.

0%7%

21%

48%

24%

Rating of Data cards - Airtel


76

Table no: 2.1.48 Rating of Data cards - Vodafone:



Figure no: 2.1.48 Rating of Data cards - Vodafone:

Interpretation:


rated the Vodafone’s Data Card as Good. 18.8% of the respondents are rated the Vodafone’s

Data Card as Bad.

Very Bad0%

Bad19%

Good54%

Very Good17%

Excellent10%

Rating of Data cards - Vodafone

77

Table no: 2.1.49 Rating of Data cards – TATA Docomo or TATA Photon:



Figure no: 2.1.49 Rating of Data cards – TATA Docomo or TATA Photon:

Interpretation:


rated the TATA Docomo or TATA Photon’s Data Card as Excellent.

0%

15%

20%

17%

48%

No. of Respondents


78

Table no: 2.1.50 Rating of Data cards - Reliance:



Figure no: 2.1.50 Rating of Data cards - Reliance:

Interpretation:


rated the Reliance’s Data Card as Bad. 26.3% of the respondents are rated the Reliance’s

Data Card as Good.

8%

41%

26%

11%

14%

Rating of Data cards - Reliance


79

Table no: 2.1.51 Rating of Data cards - MTS:



Figure no: 2.1.51 Rating of Data cards - MTS:

Interpretation:


rated the MTS’s Data Card as Very Good. 21.3% of the respondents are rated the MTS’s


4%

20%

19%36%

21%

Rating of Data cards - MTS


80

Table no: 2.1.52 Rating of Data cards - BSNL:



Figure no: 2.1.52 Rating of Data cards - BSNL:

Interpretation:

From the above table it has been identified that majority 41.25% of the respondents

are rated the BSNL’s Data Card as Very Bad. Only 3.75% of the respondents are rated the

BSNL’s Data Card as Excellent.

41%

22%

13%

20%

4%

Rating of Data cards - BSNL


81

Table no: 2.1.53 Likeness to change service provider:


Yes 45 22.5 No 155 77.5 Total 200 100.0

Figure no: 2.1.53 Likeness to change service provider:

Interpretation:

From the above table it has been identified that only 22.5% of the respondents are

willing to change their service provider.

0 50 100 150 200

Yes

No

Likeness to change service provider

No. of Respondents

82

Table no: 2.1.54 Reason to change the Service Provider:

Reasons No. of Respondents Percentage of Respondents

New Technology 11 24.4 Change tariff 7 15.6 Network Change 16 35.6 Lost 2 4.4 Others 9 20.0 Total 45 100.0

Figure no: 2.1.54 Reason to change the Service Provider:

Interpretation:


change their Service provider because of Change the Network.

No. of Respondents, 9

0

2

4

6

8

10

12

14

16

18

New Technology

Change tariff Change network Lost Others

Reason to change the Service Provider

83

Table no: 2.1.55 Change of Service Provider:

Service Providers No. of Respondents Percentage of Respondents

Aircel 11 24.4 Airtel 12 26.7 Vodafone 10 22.2 TATA Docomo 2 4.4 Videocon 4 8.9 Reliance 1 2.2 MTS 2 4.4 BSNL 3 6.7 Total 45 100.0

Figure no: 2.1.55 Change of Service Provider:

Interpretation:

Above table shows that 24.4% of the respondents are willing to come Aircel. Other

75.6% of the respondents are willing to move from Aircel to various service providers.

1112

10

2

4

12

3

0

2

4

6

8

10

12

14

Aircel Airtel Vodafone TATA Docomo

Videocon Reliance MTS BSNL

Change of Service Provider

No. of Respondents

84

Table no: 2.1.56 Reason for non use of the Aircel services:

Reasons No. of Respondents Percentage of Respondents

Lack of awareness 10 17.5 High price 3 5.3 Poor Service 7 12.3 Poor Network 5 8.8 Poor Technology 3 5.3 Satisfied with present service provider

29 50.9

Total 57 100.0

Figure no: 2.1.56 Reason for non use of the Aircel services:

Interpretation:

It has been identified that majority 50.9% of the respondents are Satisfied with present

service provider. So that only they are not using Aircel service.

10

37 5 3

29

05

101520253035

Lack of awareness

High price Poor Service

Poor Network

Poor Technology

Satisfied with

present service

provider

Reason for non use of the Aircel services

No. of Respondents

85

2.2 STATISTICAL ANALYSIS

2.2.1 CHI SQUARE TEST

HYPOTHESIS:

H0: There is no relationship between Respondents’ Age & Their Spending for Mobile

Recharge/ Mobile Bill.

H1: There is a relationship between Respondents’ Age & Their Spending for Mobile

Recharge/ Mobile Bill.

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

Age * How much your

are spending 200 100.0% 0 .0% 200 100.0%

Age * How much your are spending Crosstabulation

Count

How much your are spending

Below 200 201 - 300 501 - 800 801 – 1000 Above 1000 Total

Age

Below 20 23 14 0 0 0 37

21 - 30 47 40 12 12 6 117

31- 40 4 11 8 4 1 28

41 - 50 2 5 0 3 0 10

Above 50 0 5 0 2 1 8

Total 76 75 20 21 8 200

86

Chi-Square Tests

Value Df Asymp. Sig. (2-sided)

Pearson Chi-Square 44.355a 16 .000

Likelihood Ratio 53.437 16 .000

Linear-by-Linear Association 19.715 1 .000

N of Valid Cases 200

a. 17 cells (68.0%) have expected count less than 5. The minimum expected count is .32.

Interpretation:

We accept H1. There is a relationship between Respondents’ Age & Their Spending

for Mobile Recharge/ Mobile Bill (0.05>0.000).

87

HYPOTHESIS:

H0: There is no relationship between Amount spending Mobile Recharge/Mobile Bill

and Mobile Service.

H1: There is a relationship between Amount spending Mobile Recharge/Mobile Bill

and Mobile Service.


Cases

Valid Missing Total


Presently u are in to *

How much your are

spending

200 100.0% 0 .0% 200 100.0%

Presently u are in to * How much your are spending Cross tabulation

Count


Below 200 201 - 300 501 - 800 801 – 1000

Presently u are in to Post Paid 3 18 7 4

Prepaid 72 56 13 17

Total 75 74 20 21

88

Presently u are in to * How much your are spending Cross tabulation

Count

How much your are

spending

Above 1000 Total

Presently u are in to Post Paid 7 39

Prepaid 3 161

Total 10 200

Chi-Square Tests

Value df Asymp. Sig. (2-sided)



Linear-by-Linear Association 20.876 1 .000


a. 3 cells (30.0%) have expected count less than 5. The minimum expected count is 1.95.

Interpretation:

We accept H1. There is a relationship between Amount spending Mobile

Recharge/Mobile Bill and Mobile Service (0.05>0.000).

89

HYPOTHESIS:

H0: There is no relationship between Amount spending for Mobile Recharge/ Mobile

Bill and Respondents Occupation.

H1: There is a relationship between Amount spending Mobile Recharge/ Mobile Bill

and Respondents Occupation.


Cases

Valid Missing Total


Occupation * How much

your are spending 200 100.0% 0 .0% 200 100.0%

Occupation * How much your are spending Cross tabulation

Count


Below 200 201 - 300 501 - 800 801 - 1000

Occupation

Govt. Employee 2 10 2 3

Professional 3 7 0 2

Business 5 13 7 4

Student 64 39 7 5

Unemployed 2 2 0 0

Others 0 4 4 7

Total 76 75 20 21

90

Occupation * How much your are spending Cross tabulation

Count

How much your are

spending

Above 1000 Total

Occupation

Govt. Employee 1 18

Professional 1 13

Business 5 34

Student 0 115

Unemployed 0 4

Others 1 16

Total 8 200

Chi-Square Tests

Value df Asymp. Sig. (2-sided)



Linear-by-Linear Association .718 1 .397


a. 20 cells (66.7%) have expected count less than 5. The minimum expected count is .16.

Interpretation:

We accept H1. There is a relationship between Amount spending Mobile Recharge/

Mobile Bill and Respondents Occupation (0.05>0.000).

91

2.2.2 FRIEDMAN TEST

Source of Information:

Descriptive Statistics

Sources of

Information N Mean Std. Deviation Minimum Maximum

Newspapers 143 3.69 2.117 1 8

Magazines 143 4.17 1.524 2 8

TV Ads 143 3.11 1.918 1 8

Friends 143 3.97 2.083 1 8

Colleagues 143 5.29 1.942 1 8

Online 143 4.95 2.228 1 8

Leaflets 143 6.04 2.198 1 8

Retailers 143 4.82 2.700 1 8

Friedman Test

Ranks

Sources of Information Mean Rank

Newspapers 3.69

Magazines 4.17

TV Ads 3.11

Friends 3.97

Colleagues 5.27

Online/ Service Messages 4.93

Leaflets 6.04

Retailers 4.82

Interpretation:

The above table shows that the respondents are gets information about the

Product/Service from TV Ads. 92

Ranks of Company Advertisement:

Descriptive Statistics

Service Provider N Mean Std. Deviation Minimum Maximum

Aircel 200 3.52 1.967 1 7

Airtel 200 2.92 1.611 1 7

Vodafone 200 2.95 1.648 1 7

TATA Docomo 200 3.31 1.580 1 7

Reliance 200 4.45 1.756 1 7

MTS 200 5.27 1.658 1 7

BSNL 200 5.57 1.828 1 7

Friedman Test

Ranks

Service Provider Mean Rank

Aircel 3.53

Airtel 2.93

Vodafone 2.95

TATA Docomo 3.32

Reliance 4.45

MTS 5.26

BSNL 5.58

Interpretation:

From the above table it has been identified that respondents have ranked Airtel’s

Advertisement as 1st Place. Aircel ranked 4th Place.

93

CHAPTER – III SUMMERY OF

FINDINGS

94

CHAPTER – III

3. SUMMARY OF FINDINGS

3.1 FINDINGS

• Majority (66.5%) of respondents were males.

• Majority (58.5%) of the respondents are between the age group of 21-30 years.

• Majority (39.5%) of the respondents’ qualification were University Graduate.

• Majority (57.5%) of the respondents are Student.

• Majority (80.5%) of the respondents are using prepaid mobile service.

• Majority (52.2%) of the respondents are using Aircel.

• Majority (20.0%) of the respondents are using their service provider past 5 Years.

• Majority (29.5%) of the respondents are said that they chosen their service provider

by Network.

• Majority (37.5%) of the respondents are spending below Rs. 200 for monthly mobile

recharge or mobile bill.

• Majority (39.9%) of the respondents are like Aircel’s Pocket Internet.

• Majority (48.3%) of the respondents are prefers Low Call Rate in Aircel connection.

• Majority (32.9%) of the respondents are Satisfied with Aircel Rate Cutters.

• Majority (63.6%) of the respondents are does not using the Pocket Internet Service.

• Majority (85.3%) of the respondents are does not using the Dialer Tune.

• Majority (90.2%) of the respondents are does not using the 3G.

• Majority (86.7%) of the respondents are does not using the Missed Call Alert Service.

• Majority (46.9%) of the respondents are using the SMS Pack service.

• Majority (33.6%) of the respondents are using the Rate Cutters.

• Majority (88.1%) of the respondents are using any one the Aircel Service.

• Majority (51.7%) of the respondents are Satisfied with Aircel’s Network Coverage.

• Majority (28.0%) of the respondents are Dissatisfied with Unnecessary VAS

Activation.

• Majority (39.2%) of the respondents are Satisfied with Aircel’s Network Clarity.

• Majority (37.1%) of the respondents are Neutral Level Satisfaction with Aircel’s

Tariff Changing.

• Majority (34.3%) of the respondents are Satisfied with Aircel’s Customer Service.

95

• Majority (60.8%) of the respondents are Satisfied with Aircel’s Customer Care

service.

• Majority (54.0%) of the respondents are like TV Commercial Ads.

• Majority (51.5%) of the respondents are using the SMS Service other than Call.

• Majority (42.5%) of the respondents have rated Aircel Network as Good.

• Majority (52.5%) of the respondents have rated Airtel Network as Very Good.

• Majority (47.0%) of the respondents have rated Vodafone Network as Good.

• Majority (38.0%) of the respondents have rated TATA Docomo Network as Good.

• Majority (45.0%) of the respondents have rated Reliance Network as Bad.

• Majority (40.0%) of the respondents have rated MTS Network as Bad.

• Majority (40.0%) of the respondents have rated BSNL Network as Very Bad.

• Majority (38.0%) of the respondents have rated Aircel’s 3G service as Good.

• Majority (36.5%) of the respondents have rated Airtel’s 3G services as Very Good.

• Majority (38.5%) of the respondents have rated Vodafone’s 3G service as Excellent.

• Majority (46.0%) of the respondents have rated TATA Docomo’s 3G service as

Good.

• Majority (37.0%) of the respondents have rated Reliance’s 3G service as Bad.

• Majority (40.0%) of the respondents have rated BSNL’s 3G service as Bad.

• Majority (60.0%) of the respondents are not aware about Aircel Dongle Product.

• Majority (58.0%) of the respondents are aware about Apple iPhone from Aircel.

• Majority (74.0%) of the respondents are not aware about Blackberry from Aircel.

• Majority (79.0%) of the respondents are not aware about Other Handset offers from

Aircel.

• Majority (35.0%) of the respondents are rated the Aircel’s Data Card as Good.

• Majority (47.5%) of the respondents are rated the Airtel’s Data Card as Very Good.

• Majority (54.0%) of the respondents are rated the Vodafone’s Data Card as Good.

• Majority (47.5%) of the respondents are rated the TATA Docomo or TATA Photon’s


• Majority (41.3%) of the respondents are rated the Reliance’s Data Card as Bad.

• Majority (36.3%) of the respondents are rated the MTS’s Data Card as Very Good.

• Majority (41.25%) of the respondents are rated the BSNL’s Data Card as Very Bad.

• Majority (77.5%) of the respondents are not willing to change their service provider.

96

• Majority (35.6%) of the respondents are changing their Service provider because of

Change the Network.

• Majority (26.7%) of the respondents are willing to move on Airtel.

• Majority (50.9%) of the respondents are Satisfied with present service provider. So

that only they are not using Aircel service.

• There is a relationship between Respondents’ Age & Their Spending for Mobile

Recharge/ Mobile Bill (0.05>0.000).

• There is a relationship between Amount spending Mobile Recharge/Mobile Bill and

Mobile Service (0.05>0.000).

• There is a relationship between Amount spending Mobile Recharge/ Mobile Bill and

Respondents Occupation (0.05>0.000).

• Majority of the respondents are gets information about the Product/Service from TV

Ads.

• Majority of the respondents have ranked Airtel’s Advertisement as 1st Place.

97

3.2 SUGGESTIONS

Much number of competitors is in the market for Aircel. So Consumers compare the

customer care services. Many of the Aircel customers feel that Customer Care

Services are poor in Aircel. Aircel must improve those services.

More consumers are highly disturbed and irritated with unnecessary VAS Activation.

Aircel needs to avoid these things.

Awareness about the Aircel Dongle is very less. Aircel must create awareness about

this by way of advertisements.

Most of the consumers are attracted by TV Commercial ads. Respondents ranked the

Aircel TV Ads as Fourth Rank. Creative and attractive advertisements will attract the

consumer towards Aircel products.

More consumers need 3 Months Rate Cutters, 3 Months SMS Packs.

To attract the Students Aircel need introduce some new offers or packages.

98

3.3 CONCLUSION

This research was useful for the organization to find out the consumers opinion

towards the Aircel and to know the attributes of the selection process.

As results from this research indicate, Aircel need to offer more than an attractive

service and products to entice qualified customers. With number of service providers

currently available, Consumers can be choosy when searching for their ideal one. They are

more prone towards various attractive services.

Thus, it is important for organization to know exactly what they have to offer

potential consumers, and then highlight their best features. Once organizations have

successfully find candidates, they will become a loyal consumer.

99

APPENDIX

100

BIBLIOGRAPHY

Website sources:

www.wikipedia.org

www.aircel.com

www.hotdocuments.com

www.scribd.com

www.trai.gov.in

Books referred:

Philp Kotler, Principles of Marketing, Sultan Chand and Company Limited, New

Delhi, 2002.

D. Aaker, V. Kumar and G. Day, Marketing Research, John Wiley & Sons (ASIA)

Pvt. Limited, Seventh Edition, 2003.

Pillai. R.S.N and Bhagavathy, Modern Marketing, Sulthan Chand and Sons, Second

Edition.

Balu. V, Marketing Research of Consumer Behaviour, Sri Venkadeswaran

Publications, Second Edition, 2001.

Ramaswamy and Namakumari, Marketing Management, Macmillan Publishers India

Ltd, Fourth Edition.

101

http://www.wikipedia.org/

http://www.aircel.com/

http://www.hotdocuments.com/

http://www.scribd.com/

A STUDY ON IMPACT OF MARKETING STRATEGY ON CONSUMERS

BEHAVIOUR WITH REFERENCE TO AIRCEL

Questionnaire

Name:

Mobile No:

Gender: Male Female

Age:

Below 20 21 – 30 31-40 41-50 51-60 61 and above

Qualification:

SSLC HSC Under Graduate Post Graduate Others

Occupation:

Govt. Employee Professional Business Student

Home Maker Others__________

1. What do you use at present?__________

Postpaid Prepaid

2. Which mobile service provider do you use? (Multiple Choice)

(P-Primary, S-Secondary Just tick it)

Aircel P/S Airtel P/S Vodafone P/S TATA Docomo

Reliance P/S BSNL P/S (If not Aircel then go to 13)

3. How many years are you using the service provider?

_____________

4. How have you chosen your service provider?

Reference Prior experience Network Provide clear voice

Excellent service Price promise Availability Others _________

5. How much do you spend for Mobile recharge per month?

<200 201 – 500 501 – 800 801 – 1000 >1000

6. Which feature do you like in Aircel service?

Pocket Internet 3G Aircel Apps VAS Nothing

7. Which do you prefer most in Aircel connection?

Low call rate Full take time Nothing

8. Your satisfaction level with Aircel Rate Cutters?

Very dissatisfied Dissatisfied Neutral Satisfied Very satisfied

102

9. In following what are the services do you use in Aircel? (Multiple Choice)

Pocket Internet Blyk on Aircel Dialer Tune 3G

Missed Call Alert SMS Pack Rate Cutters

Nothing

10. Where did you get information about the product/service/offers? (Rank It)

Source Rank

Newspapers

Magazines

TV Ads

Friends

Colleagues

Online

Leaflets

Retailers

11. In following what kind of problems do you face in Aircel services?

Problems Highly

dissatisfied Dissatisfied Neutral Satisfied

Highly

Satisfied

Network coverage

Value Added Service

Activation (Unnecessary)

Network Clarity

Changing Tariff

Customer Service

12. Are you satisfied with customer care service when the problem occurs?

Yes No

If No: Why are not satisfied with customer care service?

_____________________________________________________________

13. Which type of ads do you like most?

TV commercials Print ads Internet Radio Bill Boards

103

14. Rank the following companies advertisements?

Network Provider Rank

Aircel

Airtel

Vodafone

TATA Docomo

Reliance

MTS

BSNL

15. Which of the following services do you use other than calls?

SMS MMS Internet Games Download

Only Call

16. Give your rating for the following Network providers?

Network Provider Very Bad Bad Good Very Good Excellent

Aircel

Airtel

Vodafone

TATA Docomo

Reliance

MTS

BSNL

17. Give your rating for the 3G service?

Network Provider Very Bad Bad Good Very Good Excellent

Aircel

Airtel

Vodafone

TATA Docomo

Reliance

BSNL

104

18. Are you aware of the following Aircel products/services?

Product Yes No

Aircel Dongle (Data Card)

iPhone

Blackberry

Other Handset offers

19. If Yes, give your rating for the following data cards

Data card Very Bad Bad Good Very Good Excellent

Aircel

Airtel

Vodafone

TATA Docomo/ Photon

Reliance

MTS

BSNL

20. Do you like to change your service provider?

Yes No

21. If Yes - Why do you want to change your mobile product/service?

New Technology Tariff Change Network Change Lost

Others _______________________

22. If Yes - Which mobile service do you want to move on?

Aircel Airtel Vodafone TATA Docomo Videocon

Reliance MTS BSNL

23. Why you don’t use Aircel services? (If you are not Aircel users)

Lack of awareness High price Poor Service Poor network

Poor Technology Satisfied with present service provider

24. Any suggestions to Aircel?

_____________________________________________________________________

_____________________________________________________________________

_____________________________________________________________________

THANKING FOR SPARING TIME TO FILL THE QUESTIONNAIRE

105

Documents

A Study on Impact of Marketing Strategy on Consumer Behavior With Reference to Aircel