PROJECT REPORT

(Submitted for the Degree of B. Com. Honours in Marketing under the

University of Calcutta)
on
“A STUDY ON CONSUMER PERCEPTION REGARDING THE CURRENT TRENDS
AND CHANGES IN TELECOMMUNICATION SECTOR.”

Submitted by :

Name of Candidate : KUMARI KOMAL

Registration No. : 017-1211-2340-18
Name of College : THE BHAWANIPUR EDUCATION SOCIETY
COLLEGE
CU Roll No. : 181017-11-0376
College UID No. : 0103183224

Supervised by
Prof. Michael Rony Mullick

THE BHAWANIPUR EDUCATION SOCIETY COLLEGE.

JULY 2021

1
 Supervisor's Certificate

This is to certify that KUMARI KOMAL a student of B.Com. Honours in

Marketing in Business of THE BHAWANIPUR EDUCATION SOCIETY
COLLEGE under the University of Calcutta has worked under my supervision
and guidance for his Project Work and prepared a Project Report with the title A
STUDY ON CONSUMER PERCEPTION REGARDING THE CURRENT
TRENDS AND CHANGES IN TELECOMMUNICATION SECTOR. The
project work which he is submitting is his genuine and original work to the best
of my knowledge.

Place: Kolkata Signature:

Date : 13 July 2021 Name : Prof. Michael Rony Mullick
Designation : Associate Professor of
Commerce.
College : THE BHAWANIPUR
EDUCATION SOCIETY COLLEGE

2
 Student's Declaration

I hereby declare that the Project Work with the title A STUDY ON CONSUMER
PERCEPTION REGARDING THE CURRENT TRENDS AND CHANGES
IN TELECOMMUNICATION SECTOR submitted by me for the partial
fulfillment of the degree of B.Com. Honours in Marketing in Business under the
University of Calcutta is my original work and has not been submitted earlier to
any other University / Institution for the fulfillment of the requirement for any
course of study.
I also declare that no chapter of this manuscript in whole or in part has been
incorporated in this report from any earlier work done by others or by me.
However, extracts of any literature which has been used for this report has been
duly acknowledged providing details of such literature in the references.

Place : Kolkata Signature:

Date: 13 July 2021 Name : KUMARI KOMAL
Address: TOLLYGUNGE
Registration: 017-1211-2340-18

3
 ACKNOWLEDGEMENTS

The satisfaction that accompanies that the successful completion of any task
would be incoplete without the mention of people whose ceaseless co-operation
made it possible, whose constant guidance and encouragement crown all efforts
with success.
I would like to thank my supervisor Prof. Michael Rony Mullick for his constant
guidance and constructive suggestions that helped me in the preparation of the
project.
I would also like to thank Calcutta University for giving me the opportunity to
make this project.

4
 TABLE OF CONTENTS

Chapter No. Content Page No.

1 Introduction 6-9

1.1 Background
1.2 Literature Review
1.3 Objectives of the study
1.4 Research Methodology
1.5 Need for the Study
1.6 Limitation of study
2 Conceptual Framework 10 - 17

2.1 Top trends in the

telecommunication industry
2.2 National Scenario
2.3 International Scenario
2.4 Advantages
2.5 Top challenges in
telecommunication industry
2.6 Consumer Perspective
2.7 Company Profile
3 Data Analysis and finding 18-27

3.1 Research Objectives

3.2 Types of research to be
undertaken
3.3 Presentation of data
analysis and findings
4 4.1 Conclusion 28-29
4.2 Recommendations
30-32
Bibliography
33-35
Annexure

5
 CHAPTER-1

Introduction

1.1 BACKGROUND:

The Indian telecom sector has emerged as one of critical component of economic growth
required for overall socio- economic development of the country as there is a positive
correlation between the penetration of mobile service and internet on the growth of GDP of a
Country.
The sector has undergone a dramatic transformation from the government monopoly to a
competitive environment after liberalization where multiple private player could enter and
started giving services to customers .It has become a very essential service needed for rapid
growth and modernization of various sector of the country ‘s economy.
In today’s date it’s almost impossible to work without telecom service .It is mandatory for
communication, advertising, customer relationship management, employee management etc.
It has 1.17 billion subscribers and the numbers are going up by the day.
As of June 2018, India has over 500 million on internet subscribers. The analysis of telecom
industry in India shows that it is ranking as the world’s second largest market of internet users
and Telecommunication users.

1.2 LITERATURE REVIEW:

Arindham Mukherjee (2006): Research study aimed to analyze the reasons for increasing
foreign direct investment (FDI) in Indian telecom industry. The study identified various reasons
of stemming growth that could be rising subscriber base, rising tele-density, rising handset
requirements, saturated telecom markets of other countries, stiff competition, requirement of
huge capital, high growth curve on telecom, changing regulatory environment, conducive FDI
limits in telecom sector.

6
Rajan Bharti Mittal (2005): Explains the paradigm shift in the way people communicate.
There are over 1.5 billion mobile phone users in the world today, more than three times the
number of PCOs. India today has the sixth largest telecom network in the world up from 14th
in 1995, and second largest among the emerging economies. It is also the world’s 12th biggest
market with a large pie of $ 6.4 billion. The telecom revolution is propelling the growth of
India as an economic powerhouse while bridging the developed and the developing economics.

Ramachandran T.V (2005): Research study aimed to analyze the performance of Indian
Telecom Industry. The authors comment that Indian Telecom Industry is based on volumes
(number of customers) rather than profit margins, that is, the industry focuses on serving the
communication need of its customers rather than focusing on profit margins. The study found
that the Indian consumer is extremely price-sensitive. The study also found that various socio-
demographic factors like: high GDP growth, rising income levels, booming knowledge sector
and growing urbanization have contributed towards tremendous growth of this sector. The
author says that 3 Generation (3G) services act as an instrument that will tie these things
(people, communication growth and economic growth) together and deliver the mobile
revolution to the masses in the near future.

Dutt and Sundram (2004): Research work revealed that in India in order to boost
communication business, new modes of communication are now being introduced in various
cities of the country by Ministry of Communication. Cellular Mobile Phones, Radio Paging,
E-mail, Voice-mail, Video, Text and Video-Conferencing the modern communication tools are
now operational in many cities. It is a boon to business and industries. Value-added hi-tech
services, access to internet and introduction of Integrated Service Digital Network (ISDN) are
being introduced in various places in the country for speedy communication.

1.3 OBJECTIVES OF THE STUDY:

The objective of study are as follow:

• To study the evolution of the telecom sector in India.

• To study the present and future growth opportunities of the telecom sector in India.
• To study the trends and changes in telecom sector of India.
• To study the role of various telecom industries in Indian economy.

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1.4 RESEARCH METHODOLOGHY:
The present data is based on both primary and secondary data.

1. The primary data has been collected from first hand sources like questionnaires, projective
technique, observation method etc. The sample size is 80.

2. Secondary data has been collected from internet articles newspaper etc. Graph and percentile
method has been used to analyze the data in order to achieve the objective of the study.

1.5 NEED FOR THE STUDY

The success of telecommunication industry depends on prudent efforts and feasible

investments. In a competitive market, service providers are expected to compete on both price
and quality of services and also it is necessary for the service providers to meet the consumers’
requirements and expectations in price and service quality. After globalization of Indian
economy in 1991 the telecommunication sector remained one of the most happening sectors in
India. Recent years have witnessed and dramatic changes in the field of telecommunication. In
the last few years more and more companies both foreign and domestic, entered the cellular
service market and offer large number of products and services to the users.

8
1.6 LIMITATIONS OF THE STUDY:
Though the project is based on both primary data and secondary data but there are certain
limitation to both the method:

Limitations of Primary data: in case of primary data some respondent do not give timely
response. Sometimes, the respondent may give fake, socially accepted and sweet answers. As
the sample size is 80 it cannot determine the entire population

Limitations of secondary data: The data collected by the party may not be reliable party so
reliability accuracy of data go down.

9
 Chapter-2
Conceptual Framework
2.1 Top trends in the telecommunication industry:

1. 5G Networks: The telecom carriers are working on providing the SG networks to spark an
enormous wave of faster internet. While the technology has not yet been fully defined, carriers
are proceeding with the lab and field trials in their race to stay competitive.

The full, mass-market 56 coverage is expected by approximately 2020.

2. Secure and reliable services: Modern telecom environment offers a rich set of services that
need reliable and secure authentication. The number of smartphones equipped with biometric
fingerprint readers is increasing. This technology is also being used by retailers, financial
institutions, government, and even schools, to verify identities.
Other biometric mechanisms like facial or retinal recognition, are also Telecom trends and are
likely to pick up steam in the coming years. An increasingly large number of telecom
companies are adopting biometric SIM cards for curbing crimes related to mobile phones and
terrorist attacks as well.

3. Artificial Intelligence (Al): The addition of artificial intelligence (Al) capabilities to

smartphones will bring the next shift in technology, according to Huawei; in an article by
ZDNet.
Al allows smartphones to perform highly sophisticated functions such as augmented reality
(remember Pokémon Go), speech recognition, indoor navigation, and learning the daily tasks
and preferences of the individual to enable digital assistants like SIRI and ALEXA.
Customer service chatbots, like CenturyLink's 'sales assistant’, speech and voice services for
customers where they can explore or buy content by speaking, traffic classification, network
optimization and orchestration, and predictive network maintenance, like AT&T's self-healing
and self-learning hardware that’s powered by artificial intelligence are among some Al
applications that are used by the leading players and are among the emerging trends in the
telecommunication sector.

4. Internet of Things: Although mentioned above as part of challenges faced by telecom

industry due to the huge amount of data that connected devices generate, but this is one major
trend that will provide telcos with more opportunities in the coming years. Becoming an IoT
connectivity service provider and offering Machine to Machine (M2M) devices can open up
new streams of revenue for the telcos.
Gartner predicts that there will be nearly 20 billion devices connected to the loT by 2020 and
that loT product and service suppliers will amount to a business of $300 billion in revenue.

10
As per a survey by Tata Consultancy Services (TCS), the telecom sector ranks fourth as far as
spending on loT technology is concerned. Making software-based updates to their products and
services has been rated as the top business process improvement by 12
telecom companies. Other business improvements are providing customized marketing
campaigns, improving customer segmentation, and providing better service.
loT can be used for improving the operational efficiency with remote monitoring and
management of equipment, IT infrastructure, getting better security with loT enabled intrusion
detection system and protection of remote sites by the telcos.

5. Mergers & Acquisitions: With cut-throat competition, new technological innovations

disrupting the existing customer base, the year doesn’t seem to be very easy for the
telecommunication sector. That’s why a number of companies are looking to partner with
media and content firms, like AT&T’s proposed merger with Times Time Warner Inc.
In addition, telcos are looking to increase their offerings by partnering with OTT players for
delivering content or companies that can help them provide enterprise solutions like
SD-WAN (software-defined WAN).
The telecom companies should take a more informed approach to simplification of business
processes which can help them ride the digital transformation wave.

2.2 NATIONAL SCENARIO

The Telecom industry in India is the second-largest in the world with a subscriber base of over
1.2 bn.

The industry has witnessed exponential growth over the last few years primarily driven by
affordable tariffs, wider availability, roll-out of 13
Mobile Number Portability (MNP), expanding 3G and 4G coverage, evolving consumption
patterns of subscribers and a conducive regulatory environment.
Indian smartphone users consume maximum data in the world at 9.8 GB per month.

• Total number of Subscriber Identity Module (SIM) connections is expected to reach 1.4 bn
by 2020 from 1.1 bn in 2017
• Telecom industry contribution to GDP is expected to reach 8.2% by 2020 from 6.5% in 2017

100% FDI is allowed in the Telecom, wherein upto 49% is allowed through the automatic route
and beyond 49% under government route.

The Indian Mobile industry is expected to create a total economic value of $217.4 bn by 2020.
The Telecommunications industry is divided into following subsectors: Infrastructure,
Equipment, Mobile Virtual Network Operators (MNVO), White Space Spectrum, 5G,
Telephone service providers and Broadband.

11
According to a study by GSMA, smartphones are expected to account for two out of every
three mobile connections globally, making India the fourth largest smartphone market by 2020.
India is expected to lead in the growth of smartphone adoption globally with an estimated net
addition of 350mn by 2020
Telecom tower in India is set to boom as its tenancy ration will increase from 1.95 times in
2016 to 2.9 times by 2020 due to the expansion of 3G and 4G and the onset of 5G technologies.

More than 70 companies have received approval from the Department of Telecommunications
(DoT) to provide MVNO services. The majority of these companies are focused on Tier 2 and
Tier 3 cities

The DoT is targeting a combination of 100% broadband connectivity in the villages, 55%
fiberisation of mobile towers, average broadband speeds of 25 mbps and 30 lakh kms of optic
fibre rollouts by December 2022. By December 2024, it is looking at 70% fiberisation of
towers, average broadband speeds of 50 Mbps and 50 lakh kms of optic fibre rollouts at a pan-
India level.

TRAI

The Telecom Regulatory Authority of India (TRAI) is a statutory body set up by the
Government of India under section 3 of the Telecom Regulatory Authority of India Act, 1997.
It is the regulator of the telecommunications sector in India. It consists of a Chairperson and
not more than two full-time members and not more than two part-time members.
Telecom Regulatory Authority of India was established on 20 February 1997 by an Act of
Parliament to regulate telecom services and tariffs in India. Earlier regulation of telecom
services and tariffs was overseen by the Central Government.
TRAI's mission is to create and nurture conditions for the growth of telecommunications in
India to enable the country to have a leading role in the emerging global information society.
One of its main objectives is to provide a fair and transparent environment that promotes a
level playing field and facilitates fair competition in the market. TRAI regularly issues orders
and directions
on various subjects such as tariffs, interconnections, quality of service, Direct To Home (DTH)
services and mobile number portability.
In order to increase broadband penetration in India, TRAI has proposed WANI (Wi-Fi Access
Network Interface) architecture. If implemented, it may lead to set up of Public Data Offices
(PDOs) where Wi-Fi Internet would be available on demand. TRAI relates the same with PCOs
which were used to do the voice calls and were very popular hotspots before the mobile phones
or home landlines became the ultimate mode of communication.

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2.3 INTERNATIONAL SCENARIO

Global telecommunication industries provide various services, according telecommunication

industry has its roots in every sector thanks to demanding advancement in ongoing competition.
The telecommunications industry has changed beyond recognition in the last 10 years, with
customer needs and competitive landscapes shifting in ways that few could have predicted.
During this time we have seen consumers getting attracted to data, more than 50% of focus is
shifted on data. The agenda of telecom industry around the world are concentrating on customer
experience management. In current market North American and Asian telecom have
outperformed other regions, benefiting from increased scale and strong secular growth
opportunities, respectively. Meanwhile, European operator share performance has improved
on anticipation of consolidation. While many players are diversifying their revenue streams,
ensuring that new services deliver profit. At the same time, over-the-top (OTT) players are also
expanding the scope of their offerings, disrupting different industry verticals in the process.

Regional analysis and competitive landscape:

North America has lucrative growth during forecast period, considering advancement and top
key players based in US and Canada are investing in huge infrastructure to take over
communication market. For example, Spectrum approval for wireless operators in Canada was
US$ X6 Billion and already invested amount is US$ X7.6 Billion. On other side, Europe and
Middle East, has turned negative for the first time in three years, due to part to leverage pressure
from M&A. However, recently EE rolled out the UK’s first 5G network, covering areas of
London, Edinburgh, Belfast, etc., just beating its rival network Vodafone. Furthermore, Asia
Pacific have stable growth opportunities because steady regional GDP growth and growing
mobile data usage will support their overall credit quality. Asia Pacific is also leading
telecommunication market taken by China and India at most, owing to number of end-user in
this regions. For example, China Mobile Ltd (CHL), the leading provider in telecommunication
in China, with more than 925 Mn customers at the start of 2019 is one of the top telecom
company in the world. Verizon Communications, Inc., (VZ) is largest telecommunication
company in United State, its market value was estimated at US$ 221 as of February 2019.
The objective of the report is to present a comprehensive analysis of Global
Telecommunication Market including all the stakeholders of the industry. The past and current
status of the industry with forecasted market size and trends are presented in the report with
the analysis of complicated data in simple language. The report covers all aspects of the
industry with a dedicated study of key players that includes market leaders, followers and new
entrants by region. PORTER, SVOR, PESTEL analysis with the potential impact of micro-
economic factors by region on the market are presented in the report. External as well as
internal factors that are supposed to affect the business positively or
negatively have been analyzed, which will give a clear futuristic view of the industry to the
decision-makers. The report also helps in understanding Global Telecommunication Market
dynamics, structure by analyzing the market segments and project the Global
Telecommunication Market size. Clear representation of competitive analysis of key players

13
By Type, Price, Financial position, Product portfolio, Growth strategies, and regional presence
in the Global Telecommunication Market make the report investor’s guide.

2.4 ADVANTAGES:

Telecommunication is an important tool for businesses. It enables companies to communicate

effectively with customers and deliver high standards of customer service. Telecommunication
is also a key element in teamwork, allowing employees to collaborate easily from wherever
they are located. Mobile telecommunication gives companies the opportunity to introduce more
flexible working by allowing employees to work efficiently from home. The introduction of
smartphones gives employees new levels of productivity and capability on the move.

Customer Service The telephone remains an important element of a customer service strategy.
By using call management techniques, you can handle incoming calls quickly, even when lines
are busy, and you can route calls to employees with the right skills to deal with the inquiry.
Alternatively, you can offer callers the ability to choose from a range of options, such as "Press
'1' for Accounts," or Press '2' for Sales." You can also use the telephone to contact customers
proactively, following a service call, for example, or after a purchase.

Collaboration between different departments can help your company improve performance in
projects such as new product development, customer relationship management and quality
initiatives. According to consultancy McKinsey & Company, collaborative, complex problem
solving is the essence of the work of many employees. Telecommunication helps your project
teams maintain momentum and make important decisions, even when all members cannot
attend meetings. Absent members can join a teleconference or a Web conference if they have
a smartphone or computer with Internet connectivity.

Remote If your employees in sales, technical and service teams spend a large portion of their
working days with colleagues, visiting customers, working at home or traveling, mobile
telecommunication can help them maintain essential contact and work productively on the
move. The Yankee Group Enterprise Mobility Survey found that 40 percent of respondents
regarded more than a third of employees as remote or mobile workers.
Smartphones The increasing sophistication of smartphones makes mobile telecommunication
an integral part of a wider communication capability. Employees can use the same
telecommunication device to access data, send and receive emails, work on documents or
participate in multimedia conferences. According to the Cisco Visual Networking
Index Study, data-intensive applications are the main component of the growth in
communication network traffic.

14
2.5 TOP CHALLENGES IN TELECOMMUNICATION INDUSTRY

• Telcos have to decentralize the purchasing and decision power, both internally and externally,
because of the essential agile reconfiguration of the cloud.

• With the availability of new technologies, the variety and quality of services from telecom
companies and internet service providers (ISP) are increasing, profit margins are decreasing,
and the lines between telecom companies and technology vendors are blurring. Hence, telcos
have to take a fresh look at the level of ICT innovation and adapt their organization to digital
transformation by creating strong cross-functional interfaces and by seeking tools for
maintaining organizational flexibility.

• With millions of subscribers, a variety of new products, bundled and customized solutions,
the operational support services like service configuration, order fulfillment, customer care,
and billing are becoming increasingly complex. Hence, the cost of handling these operations
require resources and different tools, thus, increasing the financial overhead.

• Telecommunication providers need to upgrade their IT and connectivity infrastructure and

focus on providing data and voice services that are high quality, reliable, and affordable.
Security of the networks has become a major priority for the telcos and they are facing
challenges with the emergence of new threats that are powered by new technologies. So, a
number of operational and technical innovations are needed to meet customer expectations of
complete system security from network till the device level.

• One more challenge waiting in the wings for telcos and ISPs is the impact of Internet of
Things (IoT) that is leading to explosive growth in the connected devices. This growth is
generating billions and trillions of new data sources and thus, it is expected that this growth
will push the data to be handled by networks to zettabytes per year.

2.6 Consumer Perspective is a way of looking at life through eyes that have been
categorized as 'mad' or distressed enough to require intervention from a mental health
professional.
Such a perspective is acquired as a result of receiving, or being unable to receive when you
wish to, services in the mental health system. It is based on a belief that as individual consumers
we are 'the experts' about our own life and carry the wisdom to best articulate our own needs if
we are accorded the time, space and means to do so.
Sometimes consumer perspective is called 'the expertise of lived experience' which is often
under-recognised and even undermined by the social institutions that govern contemporary
social life.

15
It's an idea that developed out of a collective consciousness and political solidarity that grew
from the consumer/survivor movement and provides a way of looking at the world from the
point of view of a group that has been marginalised and discriminated against.
Consumer perspective is about 'belonging' and reclaiming citizenship using the language and
terms defined by the group for itself.

2.7 COMPANY PROFILE

AIRTEL: Airtel, is an Indian global telecommunications services company based in New

Delhi, India. It operates in 18 countries across South Asia and Africa, and also in the Channel
Islands. Airtel provides GSM, 3G, 4G LTE, 4G+ mobile services, fixed line broadband and
voice services depending upon the country of operation. Airtel had also rolled out its VoLTE
technology across all Indian telecom circles. It is the third largest mobile network operator in
India and the second largest mobile network operator in the world with over 411.42 million
subscribers. Airtel was named India's 2nd most valuable brand in the first ever Brandz ranking
by Millward Brown and WPP plc.
Airtel is credited with pioneering the business strategy of outsourcing all of its business
operations except marketing, sales and finance and building the 'minutes factory' model of low
cost and high volumes. The strategy has since been adopted by several operators. Airtel's
equipment is provided and maintained by Ericsson, Huawei, and Nokia Networks whereas IT
support is provided by Amdocs. The transmission towers are maintained by subsidiaries and
joint venture companies of Bharti including Bharti Infratel and Indus Towers in India. Ericsson
agreed for the first time to be paid by the minute for installation and maintenance of their
equipment rather than being paid up front, which allowed Airtel to provide low call rates of ₹1
(1.4¢ US)/minute.

BSNL: Bharat Sanchar Nigam Limited, d/b/a BSNL is an Indian state-owned

telecommunications company, headquartered in New Delhi, Delhi, India. It was incorporated
by Government of India on 1 October 2000. It provides mobile voice and internet services
through its nationwide telecommunications network across India. It is the largest wireline
telecommunications network company in India with more than 60% market share and fourth
largest wireless telecommunications Operator.
BSNL Mobile is a major provider of GSM network under brand name CellOne all over India.
It has wide network coverage in both urban and rural areas of India. It has over 120.42 million
customers across India.
BSNL Mobile offers prepaid, postpaid services and value-added services such as Free Phone
Service (FPH), India Telephone Card (Prepaid card), Account Card Calling (ACC), Virtual
Private Network (VPN), Tele-voting, Premium Rate Service (PRM). It also offers the IPTV
which enables customers to watch television through the Internet and Voice and Video Over
Internet Protocol (VVoIP)
JIO: Reliance Jio Infocomm Limited, d/b/a Jio, is an Indian telecommunications company
and subsidiary of Jio Platforms, headquartered in Mumbai, Maharashtra, India. It operates a

16
national LTE network with coverage across all 22 telecom circles. It does not offer 2G or 3G
service, and instead uses only voice over LTE to provide voice service on its 4G network.
Jio soft launched on 27 December 2015 with a beta for partners and employees and became
publicly available on 5 September 2016. As of 31 December 2019, it is the largest mobile
network operator in India and the third largest mobile network operator in the world with over
387.5 million subscribers.
In September 2019, Jio launched a fiber to the home service, offering home broadband,
television, and telephone services. Since April 2020, Reliance Industries has raised
₹115,693.95 crore (US$16 billion) by selling 24.70% equity stake in Jio Platforms.

VODAFONE IDEA: Vodafone Idea Limited is an Indian telecom operator with its
headquarters based in Mumbai, Maharashtra and Gandhinagar, Gujarat. Vodafone Idea is a
pan-India integrated GSM operator offering 2G, 3G and 4G, 4G+ and VoLTE mobile services
under two brands named Vodafone and Idea. Vodafone Idea also provides services including
Mobile payments, IoT, enterprise offerings and entertainment, accessible via both digital
channels as well as on-ground touch points, centres across the country. As of 31 December
2019, Vodafone Idea has a subscriber base of 332.65 million, making it second largest mobile
telecommunications network in India and fifth largest mobile telecommunications network in
the world. Vodafone Idea has a broadband network of 340,000 sites, distribution reach of 1.7
million retail outlets.
On 31 August 2018, Vodafone India merged with Idea Cellular, and was renamed as Vodafone
Idea Limited. However, the merged entity continues using both the Idea and Vodafone brand.
Currently, the Vodafone Group holds a 45.1% stake in the combined entity, the Aditya Birla
Group holds 26% and the remaining shares will be held by the public. Kumar Mangalam Birla
heads the merged company as the Chairman and Balesh Sharma used to be the CEO. After a
plunge in share price of Vodafone Idea by 80% on NSE, Balesh Sharma resigned citing
personal reasons. Ravinder Takkar, Ex-CEO of Vodafone Romania and the key deal negotiator
from Vodafone has taken over the reigns as CEO.

17
 CHAPTER – 3

DATA ANALYSIS AND FINDING

3.1 RESEARCH OBJECTIVES

Research objectives include the objective of research of the researcher before starting any
research. The researcher should determine the objective or the goal of the research for the
smooth functioning of study. Predetermine objective should be of such that researcher fulfils
in the certain period of time at minimum cost.

Following are the research objectives:

❖ To determine the factors which influence the purchasing behavior of mobile connection.

❖ To determine the marketing process elements which influence the purchasing behavior of
mobile connection.

❖ To understand the improvement and customer preference in telecom services.

❖ To study customer satisfaction and understand the current market scenario in telecom
sector.

3.2 Types of Research to be undertaken:

(a) Primary Data Collection Method:
❖ Survey method was used for primary data collection.
❖ We used questionnaire as an instrument for survey method.
❖ Structured questionnaire.
(b) Secondary Data Collection method:

❖ Information from Related Peoples.

❖ Information gathered from Different Sites of the companies.

❖ Information gathered from TRAI Website.

The nature of the research is basically of two types:

❖ Basic Research

❖ Applied Research

18
“Basic Research is that intended to expand the body of knowledge in a field or to provide
knowledge for the others.”

“Applied Research is carried out for solving of a particular problem or for guiding a specific
decision, and usually its results are private.”

“Basic Research is generally for common purpose and Applied research is for specific
purpose.”

Here the nature of the research is basic. The sources for data collection are both primary and
secondary data sources. The sample size of this project is limited to 80 people.

3.3 PRESENTATION OF DATA ANALYSIS AND FINDINGS

Source:Primary Survey,2021

Interpretation: The above chart shows the age of total number of people who uses telecom
services. From the above chart, it can be concluded that approximately every age group from
17 years uses the telecom services.

19
 Source:Primary Survey,2021

Interpretation: On the basis of Sex ratio, 58.8% are male and 41.3% are female.

Source:Primary Survey,2021

Interpretation: The above chart shows the different connections that people use. Jio is used
by highest number of people then comes Airtel then Vodafone Idea and at last BSNL with the
least number of users.

20
 Source:Primary Survey,2021

Interpretation: The above chart shows the different type of mobile connections people use. It
is easily be concluded that maximum number of users are of Prepaid instead of Postpaid.

Source:Primary Survey,2021

Interpretation: The above chart shows the different kind of mobile network people use. It can
be easily concluded from the above data that maximum number of peoples are 4G users and
least are the 2G users.

21
 Source:Primary Survey,2021

Interpretation: The above chart shows that from how long the services of present service
provider are been used by the users. 41.3% of users are using there services from more than 4
years, 30% from 3 years, 18.8% from 2 years and 12.5% from less than a year.

Source:Primary Survey,2021

Interpretation: The above chart shows that the people are using more than one sim at a time
or not. 65% of the users are using more than one sim at a time of different providers. 1.3% of
same provider and 33.8% are using only one sim at a time.

22
 Source:Primary Survey,2021

Interpretation: The above chart shows that the people are willing to change their current
service provider or not in future. 46.3% of users are not sure if they want to change their current
service provider or not, 38% of users not want to change their current service provider and
8.8% of users are definitely sure of changing their current service provider in future.

Source:Primary Survey,2021

Interpretation: The above chart shows the expectation of the users with their service provider.
65% of the users expect good services, 46.3% expect good network, 31.3% of the users expect
a good price, 12.5% of users expect voice clarity.

23
 Source:Primary Survey,2021
Interpretation: The above chart shows that how much money people spend on their mobile
phone per month. 45% of users spend Rs. 100 to 250 per month, 30% of users spend Rs. 500
to 1000 per month, 22.5% of users spend Rs. 250 to 375 per month and 2.5% of users spend
less than Rs. 100 per month.

Source:Primary Survey,2021

Interpretation: The above chart shows that the problems people face in telecom services. 40%
of the users face problem in coverage, 37.5% of users face problem in services, 23.8% of users
face problem in customer care, 12.5% of users face problem in roaming, 8.8% of users face
problem in billing and 1.3% of users face problem in activation.

24
 Source:Primary Survey,2021

Interpretation: The above chart shows the rating of overall service of their service provider.
65% of users rated good, 23.8% of users rated average, 7.5% of users rated very good, 3.8% of
users rated poor and 1.3% of users rated very poor.

Source:Primary Survey,2021

Interpretation: The above chart shows the satisfaction of the users with the connectivity
provided by their service provider. 58.8% of users are satisfied. 36.3% of users are neutral in
this data, 3.8% of users are dissatisfied and 1.3% of users are highly satisfied and highly
dissatisfied.

25
 Source:Primary Survey,2021

Interpretation: The above chart shows the connectivity problem users face frequently. 33.8%
of users are not getting range, 32.5% of users are facing problem in disconnected frequently.
28.7% of users are facing problem in network it is showing busy and 21.3% of users are facing
problems in voice.

Source:Primary Survey,2021

Interpretation: The above chart shows the people satisfaction with the call charges charged
by the operator. 37.5% of users are satisfied and neutral too in this data. 16.3% of users are
dissatisfied, 8.8% of users are highly satisfied and 1.3% of users are highly dissatisfied.

26
 Source:Primary Survey,2021

Interpretation: The above chart shows the people satisfaction with the billing services. 48.8%
of users are neutral in this data. 37.5% are satisfied regarding the billing service, 8.8% of users
are dissatisfied and 6.3% of users are highly satisfied.

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 CHAPTER – 4
CONCLUSION AND RECOMMENDATION

4.1 CONCLUSION

This project report is based on the topic A Study on consumer perception regarding the current
trends and changes in telecommunication sector. This report has been made by keeping in mind
that recent changes and trends in telecommunication and its impact on consumers and there
perceptive. As the information technology and the ability to connect and communicate is a
fundamental part of our modern society. Throughout the world telecommunication become the
foundation for businesses, governments, communities, and families to seamlessly connect and
share information.
This Project report covers several sub headings under the topic A Study on consumer
perception regarding the current trends and changes in telecommunication sector, Firstly, it
makes us aware of the very topic itself (what is telecommunication). It covers background,
history, and its revolution throughout the world. The recent changes and trends in
telecommunication sector also mentioned and the need for telecommunication sector and
challenges faced by it in modern world. It also covers the international and national scenario
of telecommunication sector, telecommunication in India and some top telecommunication
sector in India like Reliance jio Infocomm limited, Bharti Airtel limited, Vodafone Idea
Limited, Bharat Sanchar Nigam Limited.
At last, the huge growth and expansion of telecommunication sector throughout the world and
nationwide and the growth of telecommunication sector in India, it’s impact how it changes
and eases the life of common people is also mentioned. As per Report of INDIA BRAND
EQUITY FOUNDATION India is currently the world’s second largest telecommunication
market with a subscriber base of 1.20 billion and gross revenue of the telecom sector stood as
Rs 121527 crore (US$ 17.39 billion) in FY20 (April – September 2019)

28
4.2 RECOMMENDATION

After analyzing the hypotheses I would like to offer some recommendation to influence:
Customer satisfaction has numerous benefits for telecommunication operators. Below are some
of them.
Increases customer loyalty: when customers are satisfied, they are likely to stay with a business
for long, which boost sales and profitability. Notably, a 5% increase in retention rates increases
the profitability of by 25-95%.
Gives competitive advantage: customer satisfaction helps telecommunication operators
achieve competitiveness because their customers are less interested in a competitor.
Increases word of mouth awareness: word of mouth is a prominent and effective form of
advertising that all operators should embrace. Satisfied customers are likely to recommend
your business and products to their personal connections including friends and families.
Approximately 92% of consumers trust a recommendation that a friend or family member
makes.
Reduces marketing expenses: when satisfied customers become your advocates and brand
ambassadors, they help you generate new customers. You will get repeat purchases without a
high promotional expenditure.
Increases sales: satisfied customers assure repeat business, offer referrals, and reduce churn,
which increases your sales.
Promises greater customer participation: satisfied customers can offer input for improving
products, processes, and service initiatives.
Ensures success with new products: when your customers are satisfied, they look forward to
new products and services. Hence, increasing the success of new products and line extensions.

29
 BIBLIOGRAPHY

TEXTBOOKS:

❖ Anand Prakash, Creating Customer Delight, Random Publication, 2016.

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❖ Yadav Abhay, Encyclopedia of Modern Methods and Techniques in Customer
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Articles

(a) Business Standard

(b) Times of India
(c) Idea press release
(d) Airtel press release
(e) RCom press release
(f) The Economic Times

Websites

(a) www.trai.gov.in
(b) www.dot.gov.in
(c) www.coai.com
(d) www. Ideacellular.com
(e) www.airtel.in
(f) www.vodafone.in
(g) www.rcom.co.in
(h) www.teleservices.com
(i) https://en.wikipedia.org/wiki/Telecommunication

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 ANNEXURE:
Sample Questionnaire
Name of Participants……….
Age………….
Occupation…………

(1). SEX
• Female
• Male
• Other

(2). WHICH CONNECTIONS YOU PRESENTLY OWN?

• AIRTEL
• VODAFONE/IDEA
• JIO
• BSNL

(3). WHICH TYPE OF MOBILE CONNECTION DO YOU USE?

• PREPAID
• POSTPAID

(4). WHICH KIND OF MOBILE NETWORK DO YOU USE?

• 2G
• 3G
• 4G

(5). FROM HOW LONG YOU ARE AVAILING THE SERVICES OF YOUR
PRESENT SERVICE PROVIDER?

• <1 YEAR
• 2 YEARS
• 3 YEARS
• >4 YEARS

(6). ARE YOU USING MORE THAN ONE SIM AT A TIME?

33
 • YES, OF DIFFERENT PROVIDERS
• YES, OF SAME PROVIDER
• NO

(7). WOULD YOU LIKE TO CHANGE YOUR CURRENT SERVICE PROVIDER IN

FUTURE?

• YES
• NO
• I CAN'T SAY

(8).WHAT KIND OF EXPECTATIONS DO YOU HAVE WITH YOUR SERVICE

PROVIDER?

• PRICE
• VOICE CLARITY
• NETWORK
• GOOD SERVICES

(9). HOW MUCH MONEY DO YOU SPEND ON YOUR MOBILE PHONE/MONTH?

• UP TO RS. 100
• 100 TO 250
• 250 TO 375
• 500 TO 1000
• 1000 & ABOVE

(10). IN WHICH OF THE FOLLOWING AREAS DO YOU FIND THE PROBLEM?

• COVERAGE
• BILLING
• ACTIVATION
• POOR SERVICE
• CUSTOMER CARE
• ROAMING

(11). HOW DO YOU RATE THE OVERALL SERVICE OF YOUR SERVICE

PROVIDER?

• VERY GOOD
• GOOD

34
 • AVERAGE
• POOR
• VERY POOR

(12). ARE YOU SATISFIED WITH THE CONNECTIVITY PROVIDED BY YOUR

SERVICE PROVIDER?

• HIGHLY SATISFIED
• SATISFIED
• NEUTRAL
• DISSATISFIED
• HIGHLY DISSATISFIED

(13). WHAT CONNECTIVITY PROBLEM YOU FACED FREQUENTLY?

• NETWORK BUSY
• NOT GETTING RANGE

• DISCONNECTED FREQUENTLY
• VOICE PROBLEM

(14). ARE YOU SATISFIED WITH THE CALL CHARGES CHARGED BY THE
OPERATOR?

• HIGHLY SATISFIED
• SATISFIED
• NEUTRAL
• DISSATISFIED
• HIGHLY DISSATISFIED

(15). ARE YOU HAPPY WITH THE BILLING SERVICE? (INCLUDING

PREPAID TARIFF)?

• HIGHLY SATISFIED
• SATISFIED
• NEUTRAL
• DISSATISFIED
• HIGHLY DISSATISFIED

35