Study of students’ preference about

different mobile service provider

Statistics Project Report

IFIM Business School, Bangalore

August 2009
 ACKNOWLEDGEMENT

Survey is an excellent tool for learning and exploration. No classroom

routine can substitute which is possible while working in real situations.
Application of theoretical knowledge to practical situations is the
bonanzas of this survey. Without a proper combination of inspection
and perspiration, it’s not easy to achieve anything. There is always a
sense of gratitude, which we express to others for the help and the
needy services they render during the different phases of our lives. I
too would like to do it as I really wish to express my gratitude toward
all those who have been helpful to us directly or indirectly during the
development of this project. We would like to thank our professor Dr.
Shivakumar P.S, who was always there to help and guide us when we
needed help. His perceptive criticism kept us working to make this
project more full proof. We are thankful to him for his encouraging and
valuable support. Working under him was an extremely knowledgeable
and enriching experience for us. We are very thankful to him for all the
value addition and enhancement done to us. Above all we shall thank
our friends who constantly encouraged and blessed us so as to enable
us to do this work successfully.

Amit Shankar Choudhary

Dinesh Kumar

Salma D

(Group – 4)

PGDM 2009~2011

IFIM Business School

Bangalore – 560100
 SCOPE OF THE STUDY

As learning is a human activity and is as natural, as breathing. Despite

of the fact that learning is all pervasive in our lives, psychologists do
not agree on how learning takes place. How individuals learn is a
matter of interest to marketers. They want to teach consumers in their
roles as their roles as consumers. They want consumers to learn about
their products, product attributes, potential consumers benefit, how to
use, maintain or even dispose of the product and new ways of
behaving that will satisfy not only the consumer’s needs, but the
marketer’s objectives. The scope of out study restricts itself to the
analysis of students’ preferences, perception of different mobile
service providers. The scope of out study is also restricts itself to IFIM
Business School only.
 OBJECTIVES OF THE STUDY

The subject matter for this research Project is to study the students
preference towards the various mobile service providers in IFIM
Business School. This project consists of different objectives. They are
as follows:

✔ To know about the student preference level associated with

different mobile service providers.
✔ To find out the students satisfaction towards the various service
providers.
✔ To know which advertisement media puts more impact on the
buying decision of students.
 RESEARCH METHODOLOGY

Survey design:

The study is a cross sectional study because the data were collected at
a single point of time. For the purpose of present study a related
sample of population was selected on the basis of convenience.

Sample Size and Design:

A sample of 70 people was taken on the basis of convenience. The

actual retailers were contacted on the basis of random sampling.

Research Period:

Research work is only carried for 1 week.

Research Instrument:

This work is carried out through self-administered questionnaires. The

questions included were open ended, dichotomous and offered
multiple choices.

Data Collection:

The data, which is collected for the purpose of study, is divided into 2
bases:

✔ Primary Source:

The primary data comprises of the collected information from the

students of 2009~2011 batch of IFIM Business School.

✔ Secondary Source:

The secondary data was collected from internet and references

from Library.
Data Analysis:

The data is analyzed on the basis of suitable tables by using

mathematical techniques. The technique that we have used is bar
graphs.
 INTRODUCTION

Telecom Industry in India

✔ The telecom industry is one of the fastest growing industries in

India. India has nearly 200 million telephone lines making it the
third largest network in the world after China and USA. With a
growth rate of 45%, Indian telecom industry has the highest
growth rate in the world.

✔ Much of the growth in Asia Pacific Wireless Telecommunication

Market is spurred by the growth in demand in countries like
India and China.

✔ India‘s mobile phone subscriber base is growing at a rate of

82.2%.

✔ China is the biggest market in Asia Pacific with a subscriber base

of 48% of the total subscribers in Asia Pacific. Compared to that
India’s share in Asia Pacific Mobile Phone market is 6.4%.
Considering the fact that India and China have almost comparable
populations, India’s low mobile penetration offers huge scope for
growth.
 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. 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, Vodafone-
Hutch, and Idea Cellular, 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.

Classification of Telecommunication services

1. Basic services

2. Cellular services

3. Internet Service Provider (ISP)

Indian telecom service providers

Indian market saw an unstoppable growth in the year FY 2008-09 with
yearly additions reaching 121 million. In our report we have covered all
the subscriber and financial statistics in the tabular & chart form.
These are the samples of format that has been used in this report.
 Cellular Service

Overview

1. There are five private service operators in each area, and an

incumbent state operator. Almost 80% of the cellular subscriber base
belongs to the pre-paid segment.

2. The DoT has allowed cellular companies to buy rivals within the
same operating circle provided their combined market share did not
exceed 67 per cent. Previously, they were only allowed to buy
companies outside their circle.

Growth Drivers
Opening up of international and domestic long distance telephony
services are growth drivers in the industry. Cellular operators now get
substantial revenue from these services, and compensate them for
reduction in tariffs on air time, 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.

The Key players in the Telecom Market in India

Cellular Service provider:

1. BSNL

2. Airtel

3. Vodafone

4. Reliance

5. Tata Indicom

Subscribers

Wireless subscribers crosses 200 million mark

Tele density reaches 21.20%

Company Profile

INTRODUCTION

“Bharti Airtel” formerly known as Bharti Tele-Ventures Limited (BTVL)

is among India's largest mobile phone and Fixed Network operators.
With more than 60 million subscriptions as of 13th February 2008.[2] It
offers its mobile services under the Airtel brand and is headed by Sunil
Mittal. The company also provides telephone services and Internet
access over DSL in 14 circles. The company complements its mobile,
broadband & telephone services with national and international long
distance services. The company also has a submarine cable landing
station at Chennai, which connects the submarine cable connecting
Chennai and Singapore. The company provides reliable end-to-end
data and enterprise services to the corporate customers by leveraging
its nationwide fiber optic backbone, last mile connectivity in fixed-line
and mobile circles, VSATs, ISP and international bandwidth access
through the gateways and landing station. Airtel is the largest cellular
service provider in India in terms of number of subscribers. Bharti
Airtel owns the Airtel brand and provides the following services under
the brand name Airtel: Mobile Services (using GSM Technology),
Broadband & Telephone Services (Fixed line, Internet Connectivity
(DSL) and Leased Line), Long Distance Services and Enterprise
Services (Telecommunications Consulting for corporates). Leading
international telecommunication companies such as Vodafone and
SingTel held partial stakes in Bharti Airtel. In April 2006 Bharti Global
Limited was awarded a telecommunications license in Jersey in the
Channel Islands by the local telecommunications regulator the JCRA. In
September 2006 the Office of Utility Regulation in Guernsey awarded
Guernsey Airtel with a mobile telecommunications license. In May 2007
Jersey Airtel and Guernsey Airtel announced the launch of a
relationship with Vodafone for island mobile subscribers. In July 2007,
Bharti Airtel signed an MoU with Nokia-Siemens for a 900 million dollar
expansion of its mobile and fixed network.[3] In August 2007, the
company announced it will be launching a customized version of
Google search engine that will provide an 'array of services' to its
broadband customers.
INTRODUCTION

A DREAM COME TRUE

The Late Dhirubhai Ambani dreamt of a digital India — an India where
the common man would have access to affordable means of
information and communication. Dhirubhai, who single-handedly built
India’s largest private sector company virtually from scratch, had
stated as early as 1999: “Make the tools of information and
communication available to people at an affordable cost. They will
overcome the handicaps of illiteracy and lack of mobility.” It was with
this belief in mind that Reliance Communications (formerly Reliance
Infocomm) started laying 60,000 route kilometers of a pan-India fiber
optic backbone. This backbone was commissioned on 28 December
2002, the auspicious occasion of Dhirubhai’s 70th birthday, though
sadly after his unexpected demise on 6 July 2002. Reliance
Communications has a reliable, high-capacity, integrated (both
wireless and wire line) and convergent (voice, data and video) digital
network. It is capable of delivering a range of services spanning the
entire infocomm (information and communication) value chain,
including infrastructure and services — for enterprises as well as
individuals, applications, and consulting. Today, Reliance
Communications is revolutionizing the way India communicates and
networks, truly bringing about a new way of life. Reliance
Communications (formerly Reliance Infocomm), along with Reliance
Telecom and Flag Telecom, is part of Reliance Communications
Ventures (RCoVL). According to National Stock Exchange data, Anil
Ambani controls 66.75 per cent of the company, which accounts for
more than 1.36 billion shares of the company.[1]Reliance Infocomm is
an Indian telecommunications company. It is the flagship company of
the Reliance-Anil Dhirubhai Ambani Group, comprising of power
(Reliance Energy), financial services (Reliance Capital) and telecom
initiatives of the Reliance ADA Group. Reliance Infocomm is currently
managed by Anil Dhirubhai Ambani. It uses CDMA2000 1x technology

HISTORY

Reliance Infocomm was founded by Dhirubhai Ambani. Between 1999

to 2002 Reliance Infocomm built 60,000 km of fibre optic backbone in
India. This network was commissioned on December 28, 2002.
FOOTPRINT

At present, Reliance Telecom's GSM cellular services are available in

340 towns within its eight-circle footprint. Reliance's CDMA services
are available in 19 states and cover about 65% of the country, state
wise. Reliance Infocomm also offered for the first time in India, mobile
data services through its R-World mobile portal. This portal leverages
the data capability of the CDMA 1X network.

BUSINESS REVIEW

During the twelve months ended March 31, 2007, revenues of the
Wireless business increased by 46% to Rs. 10,728 crore (US$ 2,489
million) from Rs. 7,364 crore (US$ 1,709 million). Wireless EBITDA
increased to Rs. 3,984 crore (US$ 924 million) from Rs. 2,250 crore
(US$ 522 million). Margins expanded to 37% from 31%.EBITDA of the
Global business increased by 98% during the twelve months ended
March 31, 2007 to Rs. 1,271 crore (US$ 295 million). EBITDA margins
increased to 24% from 12% last year. In the same period, the
Broadband business achieved revenue growth of 123% to Rs. 1,144
crore (US$ 265 million), and EBITDA increased by more than 6 times,
to Rs. 519 crore (US$ 120 million). The EBITDA margin crossed 45% in
the twelve months ended March 31, 2007, from 15% in the
corresponding period in the previous year.
TATA TELESERVICES

INTRODUCTION

Tata Teleservices Limited (TTSL) is part of the Tata Group of

Companies, an Indian Conglomerate. It runs the brand name Tata
Indicom in India in various telecom circles of India. The company forms
part of the Tata Group's presence in the Telecommunication Industry in
India, along with Tata Teleservices (Maharashtra) Limited (TTML) and
VSNL.TTSL was incorporated in 1995 and was the first company to
offer CDMA Mobile services in India, specifically in the state of Andhra
Pradesh. In December 2002, the company acquired the erstwhile
Hughes Telecom (India) Ltd. which was renamed Tata Teleservices
(Maharashtra) Limited. In September 2007, Tata Indicom launched the
Talk World plan, an International Long Distance Plan. Tata is the direct
competitor with Reliance, both CDMA operators in India. The company
provides unified telecommunication solutions including mobile, fixed
wireless, fixed line and broadband. Other competitors are Vodafone,
Airtel, Aircel, Idea, MTNL, BSNL providing GSM based mobile telephony.
The company was first in India to provide free intra network calling
within city limits. They launched a unique scheme providing lifetime
rental free connectivity on its mobile and fixed wireless for a one time
charge.Tata Teleservices is part of the INR Rs. 119000 Crore (US$ 29
billion) Tata Group, that has over 87 companies, over 250,000
employees and more than 2.8 million shareholders. With a committed
investment of INR 36,000 Crore (US$ 7.5 billion) in Telecom (FY 2006),
the Group has a formidable presence across the telecom value chain.
Tata Teleservices spearheads the Group’s presence in the telecom
sector. Incorporated in 1996, Tata Teleservices was the first to launch
CDMA mobile services in India with the Andhra Pradesh circle. Starting
with the major acquisition of Hughes Tele.com (India) Limited [now
renamed Tata Teleservices (Maharashtra) Limited] in December 2002
the company swung into an expansion mode. With the total
Investment of Rs 19,924 Crore, Tata Teleservices has created a Pan
India presence spread across 20 circles that include Andhra Pradesh,
Chennai, Gujarat, Karnataka, Delhi, Maharashtra, Mumbai, Tamil Nadu,
Orissa, Bihar, Rajasthan, Punjab, Haryana, Himachal Pradesh, Uttar
Pradesh (E), Uttar Pradesh (W), Kerala, Kolkata, Madhya Pradesh and
West Bengal. Having pioneered the CDMA 3G1x technology platform
in India, Tata Teleservices has established a robust and reliable 3G
ready telecom infrastructure that ensures quality in its services. It has
partnered with Motorola, Ericsson, Lucent and ECI Telecom for the
deployment of a reliable, technologically advanced network. The
company, which heralded convergence technologies in the Indian
telecom sector, is today the market leader in the fixed wireless
telephony market with a total customer base of over 3.8 million. Tata
Teleservices’ bouquet of telephony services includes Mobile services,
Wireless Desktop Phones, Public Booth Telephony and Wireline
services. Other services include value added services like voice portal,
roaming, post-paid Internet services, 3-way conferencing, group
calling, Wi-Fi Internet, USB Modem, data cards, calling card services
and enterprise services. Some of the other products launched by the
company include prepaid wireless desktop phones, public phone
booths, new mobile handsets and new voice & data services such as
BREW games, Voice Portal, picture messaging, polyphonic ring tones,
interactive applications like news, cricket, astrology, etc. Tata Indicom
redefined the existing prepaid mobile market in India, by unveiling
their offering – Tata Indicom ‘Non Stop Mobile’ which allows customers
to receive free incoming calls. Tata Teleservices today has India’s
largest branded telecom retail chain and is the first service provider in
the country to offer an online channel www.ichoose.in to offer postpaid
mobile connections in the country. Tata Teleservices has a strong
workforce of 6000. In addition, TTSL has created more than 20,000
jobs, which will include 10,000 indirect jobs through outsourcing of its
manpower needs. Today, Tata Teleservices Limited along with Tata
Teleservices (Maharashtra) Limited serves over 21 million customers in
over 4000 towns. With an ambitious rollout plan both within existing
circles and across new circles, Tata Teleservices offers world-class
technology and user-friendly services in 20 circles.
INTRODUCTION

Bharat Sanchar Nigam Limited (known as BSNL, India Communications

Corporation Limited) is a public sector communications company in
India. It is the India's largest telecommunication company with 25.14%
market share as on December 31, 2007. Its headquarters are at Bharat
Sanchar Bhawan, Harish Chandra Mathur Lane, Janpath, New Delhi. It
has the status of Mini-ratna - a status assigned to reputed Public Sector
companies in India. BSNL is India's oldest and largest Communication
Service Provider (CSP). Currently BSNL has a customer base of 68.5
million (Basic & Mobile telephony). It has footprints throughout India
except for the metropolitan cities of Mumbai and New Delhi which are
managed by MTNL. As on December 31, 2007 BSNL commanded a
customer base of 31.7 million Wire line, 4.1 million CDMA-WLL and
32.7 million GSM Mobile subscribers. BSNL's earnings for the Financial
Year ending March 31, 2007 stood at INR 397.15b (US$ 9.67 b) with
net profit of INR 78.06b (US$ 1.90 billion). Today, BSNL is India's
largest Telco and one of the largest Public Sector Undertaking with
estimated market value of $ 100 Billion. The company is planning an
IPO with in 6 months to offload 10 % to public. Bharat Sanchar Nigam
Ltd. formed in October, 2000, is World's 7th largest
Telecommunications Company providing comprehensive range of
telecom services in India: Wire line, CDMA mobile, GSM Mobile,
Internet, Broadband, Carrier service, MPLS-VPN, VSAT, VoIP services, IN
Services etc. Within a span of five years it has become one of the
largest public sector unit in India. BSNL has installed Quality Telecom
Network in the country and now focusing on improving it, expanding
the network, introducing new telecom services with ICT applications in
villages and wining customer's confidence. Today,

it has about 47.3 million line basic telephone capacity, 4 million WLL
capacity, 20.1 Million GSM Capacity, more than 37382 fixed
exchanges, 18000 BTS, 287 Satellite Stations, 480196 km of OFC
Cable, 63730 km of Microwave Network connecting 602 Districts, 7330
cities/towns and 5.5 Lakhs villages. BSNL is the only service provider,
making focused efforts and planned initiatives to bridge the Rural-
Urban Digital Divide ICT sector. In fact there is no telecom operator in
the country to beat its reach with its wide network giving services in
every nook & corner of country and operates across India except Delhi
& Mumbai. Whether it is inaccessible areas of Siachen glacier and
North-eastern region of the country. BSNL serves its customers with its
wide bouquet of telecom services. BSNL is number one operator of
India in all services in its license area. The company offers vide ranging
& most transparent tariff schemes designed to suite every customer.
BSNL cellular service, CellOne, has more than 17.8 million cellular
customers, garnering 24 percent of all mobile users as its subscribers.
That means that almost every fourth mobile user in the country has a
BSNL connection. In basic services, BSNL is miles ahead of its rivals,
with 35.1 million Basic Phone subscribers i.e. 85 per cent share of the
subscriber base and 92 percent share in revenue terms. BSNL has
more than 2.5 million WLL subscribers and 2.5 million Internet
Customers who access Internet through various modes viz. Dial-up,
Leased Line, DIAS, account Less Internet (CLI). BSNL has been
adjudged as the NUMBER ONE ISP in the country. BSNL has set up a
world class multi-gigabit, multi-protocol convergent IP infrastructure
that provides convergent services like voice, data and video through
the same Backbone and Broadband Access Network. At present there
are 0.6 million DataOne broadband customers.

The company has vast experience in Planning, Installation, network

integration and Maintenance of Switching & Transmission Networks
and also has a world class ISO 9000 certified Telecom Training
Institute. Scaling new heights of success, the present turnover of BSNL
is more than Rs.351,820 million (US $ 8 billion) with net profit to the
tune of Rs.99,390 million (US $ 2.26 billion) for last financial year.

The infrastructure asset on telephone alone is worth about Rs.630,000

million (US $ 14.37 billion). BSNL plans to expand its customer base
from present 47 millions lines to 125 million lines by December 2007
and infrastructure investment plan to the tune of Rs. 733 crores (US$
16.67 million) in the next three years. The turnover, nationwide
coverage, reach, comprehensive range of telecom services and the
desire to excel has made BSNL the No. 1 Telecom Company of India.

History

The foundation of Telecom Network in India was laid by the British

sometime in 19th century. The history of BSNL is linked with the
beginning of Telecom in India. In 19th century and for almost entire
20th century, the Telecom in India was operated as a Government of
India wing. Earlier it was part of erstwhile Post & Telegraph
Department (P&T). In 1975 the Department of Telecom (DoT) was
separated from P&T. DoT was responsible for running of Telecom
services in entire country until 1985 when Mahanagar Telephone
Nigam Limited (MTNL) was carved out of DoT to run the telecom
services of Delhi and Mumbai. It is a well known fact that BSNL was
carved out of Department of Telecom to provide level playing field to
private telecoms. Subsequently in 1990s the telecom sector was
opened up by the Government for Private Investment, therefore it
became necessary to separate the Government's policy wing from
Operations wing. The Government of India corporatized the operations
wing of DoT on October 01, 2000 and named it as Bharat Sanchar
Nigam Limited (BSNL).BSNL operates as a public sector.
VODAFONE ESSAR

Vodafone Essar, previously Hutchison Essar is a cellular operator in

India that covers 16 telecom circles in India. Despite the official name
being Vodafone Essar, its products are simply branded Vodafone. It
offers both prepaid and postpaid GSM cellular phone coverage
throughout India and is especially strong in the major metros.
Vodafone Essar provides 2G services based on 900 MHz and 1800 MHz
digital GSM technology, offering voice and data services in 16 of the
country's 23 license areas. Vodafone Essar, previously Hutchison Essar
is a cellular operator in India that covers 16 telecom circles in India.
Despite the official name being Vodafone Essar, its products are simply
branded Vodafone. It offers both prepaid and postpaid GSM cellular
phone coverage throughout India and is especially strong in the major
metros. Vodafone Essar provides 2G services based on 900 MHz and
1800 MHz digital GSM technology, offering voice and data services in
16 of the country's 23 licence areas.

OWNERSHIP:

Vodafone Essar is owned by Vodafone 52%, Essar Group 33%, and

other Indian nationals, 15%.On February 11, 2007, Vodafone agreed to
acquire the controlling interest of 67% held by Li Ka Shing Holdings in
Hutch-Essar for US$11.1 billion, piping Reliance Communications,
Hinduja Group, and Essar Group, which is the owner of the remaining
33%. The whole company was valued at USD 18.8 billion. The
transaction closed on May 8, 2007.

PREVIOUS BRANDS:

In December 2006, Hutch Essar re-launched the "Hutch" brand

nationwide, consolidating its services under a single identity. The
Company entered into agreement with NTT DoCoMo to launch i-mode
mobile Internet service in India during 2007.The Company used to be
named Hutchison Essar, reflecting the name of its previous owner,
Hutchison. However, the brand was marketed as Hutch. After getting
the necessary government approvals with regards to the acquisition of
a majority by the Vodafone Group, the company was rebranded as
Vodafone Essar. The marketing brand was officially changed to
Vodafone on 20 September 2007.On September 20, 2007 Hutch
becomes Vodafone in one of the biggest brand transition exercises in
recent times. Vodafone Essar is spending somewhere in the region of
Rs 250 crores on this high-profile transition being unveiled today.
Along with the transition, cheap cell phones have been launched in the
Indian market under the Vodafone brand. There are plans to launch co-
branded handsets sourced from global vendors as well. A popular daily
quoted a Vodafone Essar director as saying that "the objective is to
leverage Vodafone Group's global scale in bringing millions of low-cost
handsets from across-the-world into India."While there is no revealing
the prices of the low-cost Vodafone handsets, the industry is abuzz
that prices might start at Rs 666, undercutting Reliance
Communications' much-hyped 'Rang Barse' with cheap handsets
beginning at Rs 777.Meanwhile, Vodafone Essar sources said there
would be no discounts or subsidized handset offers -- rather handset-
bundled schemes for customers. Incidentally, China's ZTE, which is
looking to set-up a manufacturing unit in the country, is expected to
provide several Vodafone handsets in India. Earlier this year, Vodafone
penned a global low-cost handset procurement deal with ZTE.

GROWTH OF HUTCHISON ESSAR (1992-2005):

In 1992 Hutchison Whampoa and its Indian business partner

established a company that in 1994 was awarded a license to provide
mobile telecommunications services in Mumbai (formerly Bombay) and
launched commercial service as Hutchison Max in November 1995.
Analjit Singh of Max still holds 12% in company. By the time of
Hutchison Telecom's Initial Public Offering in 2004, Hutchison
Whampoa had acquired interests in six mobile telecommunications
operators providing service in 13 of India's 23 license areas and
following the completion of the acquisition of BPL that number
increased to 16. In 2006, it announced the acquisition of a company
that held license applications for the seven remaining license areas. In
a country growing as fast as India, a strategic and well managed
business plan is critical to success. Initially, the company grew its
business in the largest wireless markets in India - in cities like Mumbai,
Delhi and Kolkata. In these densely populated urban areas it was able
to establish a robust network, well known brand and large distribution
network -all vital to long-term success in India. Then it also targeted
business users and high-end post-paid customers which helped
Hutchison Essar to consistently generate a higher Average Revenue
Per User ("ARPU") than its competitors. By adopting this focused
growth plan, it was able to establish leading positions in India's largest
markets providing the resources to expand its footprint nationwide. In
February 2007, Hutchison Telecom announced that it had entered into
a binding agreement with a subsidiary of Vodafone Group Plc to sell its
67% direct and indirect equity and loan interests in Hutchison Essar
Limited for a total cash consideration (before costs, expenses and
interests) of approximately US$11.1 billion or HK$87 billion.1992:
Hutchison Whampoa and Max Group established Hutchison Max2000:
Acquisition of Delhi operations Entered Calcutta and Gujarat markets
through ESSAR acquisition.
2001: Won auction for licenses to operate GSM services in Karnataka,
Andhra Pradesh and Chennai2003: Acquired AirCel Digilink (ADIL -
Essar Subsidiary) which operated in Rajasthan, Uttar Pradesh East and
Haryana telecom circles and renamed it under Hutch brand2004:
Launched in three additional telecom circles of India namely 'Punjab',
'Uttar Pradesh West' and 'West Bengal'2005: Acquired BPL, another
mobile service provider in India2008: Vodafone acquired Dishnet
Wireless, a service provider in Orissa and has successfully launched its
services in the following circle.2008: Vodafone launched the Apple
iPhone 3G to be used on its 17 circle 2G network.

Hutch was often praised for its award winning advertisements which all
follow a clean, minimalist look. A recurrent theme is that its message
Hello stands out visibly though it uses only white letters on red
background. Another recent successful ad campaign in 2003 featured
a pug named Cheeka following a boy around in unlikely places, with
the tagline “wherever you go, our network follows”.

The simple yet powerful advertisement campaigns won it many

admirers.

DATA ANALYSIS & INTERPRETATION

DEMOGARPHIC FEATURES OF REPONDENTS

1. Gender ratio of respondents.

Female: 26
 Male: 44

INTERPRETATION:

The graphical representation of the table shows that out of 70

respondents 44 (63%) were male and 26 (37%) were female.

2. Do you have any mobile connection?

INTERPRETATION:

All 70 respondents have mobile connections.

 3. How many mobile connections do you have?

INTERPRETATION:

Out of 70 male & female respondents 32 male & 21 female says that
they having 1 connection, 9 male & 4 female says that they having 2
connections, 2 female having 3 connections and 1 male having 4
connection.

Average No of connection (mean): Total no of connection/Total no of

observation.

: 89/70

: 1.271 (average no of connection per

student)

4. Which service are you using?

INTERPRETATION:
Out of 70 respondents 69 are using prepaid connections while 1
respondent is using postpaid connections.

Mode: maximum no of frequency

: 69 (these many people from the sample using prepaid

connection)

5. Which mobile connection are you currently using?

INTERPRETATION:

Out of 70 respondents 30 Airtel connections, 31 Vodafone connections,

10 Tata connections and 16 Reliance connections while no one using
BSNL connection.

Probability of each service provider:

Airtel: 0.344828, Vodafone: 0.356322, Tata: 0.183908, Reliance:

0.114943

6. Are you satisfied with the service?

INTERPRETATION:

Out of 70 respondents 65 respondents were satisfied with the services

of there particular service providers while only 5 were not satisfied.
 7. Which facility attracts you more?

INTERPRETATION:

Out 70 respondents 24 male & 12 female respondents were attracted

by the call charge facility, 17 male & 10 female respondents were
attracted by the coverage facility, and 3 male & 4 female were
attracted by G.P.R.S...

8. Which advertise media puts more impact on buying

decision?

SN Medium of Advertisement Sale as per

advertisement
1 TV 40
2 News paper 23
3 Others 5
4 Internet 2

INTERPRETATION:

Out of 70 respondents 40 gets aware of cellular services by T.V, 2 by

internet, 23 by news papers & 5 by others.

9. How much your monthly expense on your mobile phone?

Expense Frequency Cumulative Frequency

Range
50-150 18 18
150-350 24 42
350-500 22 64
500-650 6 70

INTERPRETATION:

Out of 70, 18 respondents monthly expenses were 50 to 150, 24

respondents monthly expense were 150-350, 22 had monthly
expenses 350-500 while only 6 were having monthly expenses of
above 500.

10. From how long you are availing the services of this
particular service provider?

INTERPRETATION:

Out of 70 respondents (some having multiple connections) 47

connections were being using since last 1 year, 15 connections were
being using since last 1 to 2 years, 7 connections were being using
since last 2 to 3 years & 13 connections were using more than 3 years.

11. Would you like to change your current service provider in future?

INTERPRETATION:

Out of 70 respondents, 52 did not want to change there current service

providers while only 18 respondents want to change there current
service providers.

FINDINGS
✔ Few years back mobile connections were not common among the
students. But with the mobile revolution now we can find almost
every student with mobile phone.
✔ Most of the students prefer prepaid connections than postpaid
connections.
✔ Most preferred cellular company amongst the students is Airtel
& Vodafone and the least preferred company is BSNL.
✔ Mostly the students are satisfied with the services provided by the
different cellular companies.
✔ Maximum number of respondents was attracted towards the call
charges followed by coverage facility and the least like the GPRS
services.
✔ T.V. is the best media advertisements that put more impact on
the students buying decisions
✔ The monthly expense of maximum students was ranging from
150-300.
✔ Maximum number of students are loyal to there particular service
providers and they were using there connections since 2 years.
BIBILOGRAPHY

Books:

Principle of Marketing – By Philip Kotler.

Web Resources:

✔ http://www.tataindicom.com/t-aboutus-ttsl-
organization.aspx
✔ http://www.rcom.co.in/webapp/Communications/rcom/Abo
utus/aboutus_home.jsp
✔ http://www.ideacellular.com/IDEA.portal?
_nfpb=true&_pageLabel=IDEA_Page_ AboutIdea
✔ http://www.bsnl.co.in/about.htm
✔ http://www.trai.gov.in

QUESTIONNAIRE
 For“STUDY OF STUDENTS PREFERENCE TOWARDS VARIOUS
MOBILE SERVICE PROVIDERS”

Name –

Contact no.-

Sex-male female

1. Do you have any mobile Connection? Yes No

2. How many mobile connections do you have? 1, 2, 3, more

than 3.

3. Which service are you using? Prepaid Postpaid

4. Which Mobile connection are you currently using? Airtel, Vodafone,

BSNL, Spice, Reliance, Tata indicom

5. Are you satisfied with the services? Yes No

6. Which facility attracts you most? Coverage, Call charges, Roaming

facility, G.P.R.S, Others Specify……………………………………………

7. Which advertisement media puts more impact on your buying

decision? T.V, Magazines, Newspapers, Internet, Others

8. How much is your monthly expenses on mobile phones? Less than

150, 150-350, 350-500, Above 500.

9. From how long you are availing the services of this particular service
provider? 1 year, 2 years, 3 years, More than 3,

10. Would you like to change your current service provider in future?
Yes, No, If yes then why…………………………………………………