RESEARCH REPORT

On
“Study on customer satisfaction of telecom with airtel”

Towards partial fulfillment of

Bachelor of Business
Administration
(BBD University, Lucknow)

Guided by Submitted by
Ms. Kavya Singh Dharmendra Yadav
(Assistant Professor) Roll No. 1200671151

Session 2022-2023
School of Management
Babu Banarasi Das University
Sector I, Dr. Akhilesh Das Nagar, Faizabad Road, Lucknow (U.P.) India

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ACKNOWLEDGEMENT

The satisfaction of successful completion of any task would be incomplete

without the expressing gratitude to the people who made it possible. I
acknowledge those guidance and encouragement made me complete this
dissertation at Study on customer satisfaction of telecom with airte
successfully. Before I get in to the thick of things, I would like to add a few
heartfelt words for the people who were a part of this dissertation from the time
it conceived.

I avail this as an opportunity to express deep sense of gratitude and sincere

thanks to Mr.,HR - Officer, for the guidance and help throughout the project. I
am also thankful to all the respondents for their co-operation and support during
data collection

I express my deep gratitude to my internal guide, Ms. Kavya Singh,

Faculty of BBD University, Lucknow ge for her kind co-operation during the
dissertation. Without her support and valuable suggestion from time to time this
work would not have achieved the quality and precision that it possess now.

Finally if there is any driving force that keeps me going is that the constant
support of Almighty and my Parents.

Dharmendra Yadav

1200671151
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EXECUTIVE SUMMARY

The aim of marketing is to meet and satisfy target customers’ needs and
wants. The fields of consumer behavior studies how individuals, group and
organization become aware of, evaluate, purchase, consume and tell others about
products and services.
In this dynamic world the company needs the information about consumer needs,
wants, tastes, preferences, competitor’s policies and position in the market what
they are presently occupying etc to serve better goods and services to the
customers.

The questionnaire was simple in structure containing open ended & close-ended
questions, which was designed to obtain the required information from the
respondents keeping in mind the objectives of the study.

The increasing significance of marketing is the major reason for marketing

information that has gained the present pivotal pure of importance. All
dimensions in modern business organizations resolve around the marketing
information. Nowadays producers are confined to produce large scale production
to serve the largest market. In large sale organization there will gap between the
customer and producer. So nowadays it is very important to maintain proper
information about the customers of the organization.
Telecommunication network is a collection of terminal nodes, links and any
intermediate nodes which are connected so as to enable telecommunication
between the terminals. Bharti Airtel Limited is an Indian multinational
telecommunication services company.
This research will be helpful to know the different consumer preference and
loyalty towards AirtelTelemedia services.
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CONTENTS

Sl. No Particulars Page No

1 Theoretical background of the study

1.1 General introduction 01

1.2 Customer satisfaction 09

1.3 Consumer Behavior 12

2 Industry and company profile

2.1 Introduction 13

2.2 Airtel profile 18

2.3 Organization structure 19

2.4 Product profile 25

3 Research Design

3.1 Statement of the Problem 28

3.2 Objectives of the study 28

3.3 Research methodology 29

3.4 Scope of the study 31

3.5 Limitation of the study 31

3.6 Review of literature 32

3.7 Over view of the report 32

4 Data analysis and interpretation

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4.1 Tables and graphs 34

5 Findings, suggestions and conclusions

5.1 Summary of Findings 68

5.2 Suggestions 69

5.4 Conclusion 70

5.5 Bibliography 71

Questionnaire
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LIST OF TABLES

TABLE CONTENTS PAGE NO

NO

01 Responses regarding the customer segment 34

02 Responses regarding the occupation of the customer 36

03 Responses regarding the brand preference of the customer 38

04 Responses regarding the customer’s sources of awareness 40

Airtel Broadband and Telephone Service

05 Responses regarding the knowledge of the promoters 42

regarding the product

06 Responses regarding the complete tariff plan about the 44

product

07 Responses from the company to get the connection after 46

providing the leads.

08 Responses regarding the rating of Airtel Broadband and 48

telecommunication services

Responses regarding the important attribute superior of 50

09 Airtel Broadband and Telecommunication when compared
to competitors
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10 Reponses regarding the performance of the products 52

purchased

11 Responses regarding the satisfaction level regarding the 54

current tariff and offers of the product

12 Responses regarding the satisfaction level through 56

promotional activities

13 Responses regarding the customer’s opinion regarding the 58

quality of AirtelTelemedia products

14 Showing the company’s response towards complaints 60

15 Reponses regarding the current services provided by the 62

company

16 Showing suggestion about the aspect which needs 64

immediate improvement

17 Showing customer recommendation of the products to 66

others
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LIST OF GRAPHS

CHART CONTENTS PAGE NO

NO

1 Responses regarding the customer segment 35

2 Chart showing the occupation of the customer 37

3 Chart showing the brand preference of the customer 39

4 Chart customer’s sources of awareness Airtel 41

Broadband and Telephone Service

5 Chart showing Knowledge of the promoters 43

regarding the product

6 Chart showing the complete tariff plan about the 45

product

7 Chart showing responses from the company to get 47

the connection after providing the leads

Chart showing responses regarding the rating of 49

8
Airtel Broadband and telecommunication services.
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Chart showing Responses regarding the important

9
attribute superior of Airtel Broadband and 51
Telecommunication when compared to its
competitors

Chart showing the Reponses regarding the 53

10
performance of the products purchased

Chart showing the satisfaction level regarding the

11 55
current tariff and offers of the product

Chart showing the satisfaction level through 57

12
promotional activities

Chart showing Responses regarding the customer’s 59

13
opinion regarding the quality of AirtelTelemedia
products

Chart showing the company’s response towards

14 61
complaints

Chart showing the Reponses regarding the current 63

15
services provided by the company
Chart showing suggestion about the aspect which
16 needs immediate improvement 65

Chart showing recommendation of products to

17 others 67
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CHAPTER 1

THEORITICAL
BACKGROUND OF THE
STUDY

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1.1 GENERAL INTRODUCTION

Marketing management

Marketing is a social and managerial process by which individuals and groups obtain what
they want and need through creating, offering and exchanging products of value with others.

A human need is a state of deprivation of some basic satisfaction people require, such as
food, clothing, shelter safety belonging, esteem etc. for survival.

They are not created by society or by marketers. They exist in the very texture of human biology
and the human condition. Demands are wants for specific products that are backed by an ability
and willingness to buy them. Wants become demands when purchasing power becomes the
consideration. Many people want a Mercedes, but only a few are able and willing to buy one.

Companies must therefore measure not only how many people notice their product but also
more important how many would actually be willing and able to buy it.

Marketing management is the process of planning and executing the concept, pricing,
promotion and distribution, of services and ideas to create exchanges with target groups that
satisfy customers and organizational objectives.

Marketing management can occur in an organization in connection with any of its market.
Marketing work for sales managers formally carry out the customer, sales people, advertising
and promotion managers, marketing researchers, customer service managers, product and
brand managers etc.
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Marketing management has the task of influencing the level, timing and composition of demand
in a way that will help the organization achieve its objectives. Marketing management is
essentially a demand management.

Marketing consists of all activities by which a company adapts itself to its environment
creativity and profitably. It is the whole business seen from the point of view of its final result
that is from customer‟s point of view. Basically business‟s job is to convert societal needs into
profitable opportunities. Marketing is an attempt to anticipate satisfies the needs, wants and
demands of the consumers or the society.

Philip Kotler has said “Marketing is determining the needs and wants of target markets and
delivering the desired satisfaction more effectively and efficiently than competitors”. Thus goes
to show that consumer is the key to the success to any company‟s marketing services.

Evolution of marketing

The development of marketing concept is evolutionary i.e. gradual rather than revolutionary
i.e. sudden. The evolution of marketing is one of the oldest professions of the world.

Marketing is both philosophy and a technology. As a philosophy, it guides and directs the
business thinking i.e. whether to produce or not to produce. As a technology it is concerned
with deciding what should be produced, how and when products could be most efficiently
distributed among the customer. Hence we can say that producers have to face the changing
conditions caused by human behavior. The entire history at development accounts for the
changes caused by change in human behavior and it with the marketing concepts is due to
change inhuman behavior.

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Characteristics of marketing

1. In order to achieve results, a manager must think and act. Therefore it is

operational.

2. A marketing firm is called a keen observer of which focuses its attention on

customer needs. Therefore it is customer oriented.

3. Mutuality of benefits persists between two parties to exchange goods and services
during business.

4. Profit making organizations are not the only ones covered under marketing but
even non-profit organizations are covered here.

Objectives of marketing

1. Marketing helps to apply intelligent and effective modern marketing policies in

order to minimize wastes and maximize returns for a firm.

2. As change is a continuous pre-occupation in the markets of a firm, marketing

helps to develop a market field.

3. For the yield of better results in a firm, innovative guiding policies are developed
and implemented.

4. Marketing helps to identify problems relating to it in a firm and also suggests

suitable solutions to help a manager in various aspects.

Role of marketing

With the help of the two wheels production and consumption of marketing, the
flow of goods and services are done from producers to customers and the flow of
money is found between the customers to producers. It is found that if marketing
is neglected, then, the economy is kept underdeveloped. With the division of
specialized production, labour and mass the need of marketing grows in which the

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firm can achieve maximum margin of profits. There are two distinct captions
under which the role of marketing can be studied namely: Benefits and Costs.

Functions of marketing

1. Marketing helps a firm to assess various marketing opportunities in order to

identify company goals and earn profits.

2. The function of planning is an integral part of marketing and helps a firm to plan
various marketing activities.

3. As marketing has a very innovative and dynamic nature, it helps a firm have
interactions with the environment to develop marketing discipline.

4. In order to make the firm adjust with the changing environment, the marketing
manager must continuously evaluate and adjust the market efforts.

Importance of marketing

The importance of marketing can be described in the following ways:

1. Marketing helps the business to know the exact target audience who can generate
the leads the business is looking for.

2. It helps as guidelines to the business in order to attract the target audience.

3. It helps to advertise the products and services not only on various media like
newspapers, magazines, etc. but also on the internet.

4. As there is no use only cresting customers. It is also necessary to satisfy their

needs, as it would be a plus point on the marketing skills of the business.

Scope of marketing

The core concepts of marketing are consumer wants, values and satisfaction. It is
strategically concerned with the performance and scope of long term activities by the
organization to obtain competitive advantage. The organization within its changing
environment applies its resources to satisfy customer needs and to meet stakeholder
expectation.

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The scope of marketing thus can be stated as, to manage marketing complexity, customer
and stakeholder expectations and to reconcile the influences of a changing environment
in the context of a set of resource capabilities.

The marketing mix

Marketing decisions generally fall into the following four controllable categories:

Product
Price
Place (distribution)
Promotion

The term "marketing mix" became popularized after Neil H. Borden published his 1964
article, The Concept of the Marketing Mix. Borden began using the term in his teaching
in the late 1940's after James Culliton had described the marketing manager as a "mixer of
ingredients". The ingredients in Borden's marketing mix included product planning,
pricing, branding, distribution channels, personal selling, advertising, promotions,
packaging, display, servicing, physical handling, and fact finding and analysis. E. Jerome
McCarthy later grouped these ingredients into the four categories that today are known as
the 4 P's of marketing, depicted below:

Product

The product is the physical product or service offered to the consumer. In the case of physical
products, it also refers to any services or conveniences that are part of the offering.

Product decisions include aspects such as function, appearance, packaging, service, warranty,
etc.

Price

Pricing decisions should take into account profit margins and the probable pricing response of
competitors. Pricing includes not only the list price, but also discounts, financing, and other
options such as leasing.

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Place

Place (or placement) decisions are those associated with channels of distribution that serve as
the means for getting the product to the target customers. The distribution system performs
transactional, logistical, and facilitating functions.

Distribution decisions include market coverage, channel member selection, logistics, and levels
of service.

Promotion

Promotion decisions are those related to communicating and selling to potential consumers.
Since these costs can be large in proportion to the product price, a break-even analysis should
be performed when making promotion decisions. It is useful to know the value of a customer
in order to determine whether additional customers are worth the cost of acquiring them.

Promotion decisions involve advertising, public relations, media types, etc.

Extended marketing mix (3 P’s)

More recently, three more Ps have been added to the marketing mix namely People,Process
and Physical Evidence. This marketing mix is known as Extended Marketing Mix.

People

All people involved with consumption of a service are important. For example workers,
management, consumers etc. It also defines the market segmentation, mainly demographic
segmentation. It addresses particular class of people for whom the product or service is made
available.

Process

Procedure, mechanism and flow of activities by which services are used. Also the 'Procedure'
how the product will reach the end user.

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Physical Evidence

The marketing strategy should include effectively communicating their satisfaction to

potential customers.

The various types of market are:

1) The need market (Such as diet seeking market)

2) Product Market (Such as shore Market)
3) Demographic Market (Such as youth Market)
4) Geographic market (Such as French Market)

Buyer Behavior

Buyer behavior is a comparatively new field of study. It is attempted to understand and predict
human action in the buying role. It has assumed growing importance under market- oriented or
customer –oriented marketing planning and management. Buyer behavior is defined as “all
psychological social and physical behavior of potential and tell other about product and
service”.

Each element of this definition is important:

(1) Buyer behavior is involved both individual (psychological) process and group (social)
process

(2) Buyer behavior is reflected from awareness right through post purchase

(3) Buyer behavior includes communication, purchasing and consuming behavior

(4) Consumer behavior is basically social in nature, Hence, Social environment play an
important role in shaping buyer behavior and

(5) Buyer behavior includes both consumer and industrial behavior.

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Brand Awareness
Branding

Consumers view a brand as an important part of a product Branding can add value to a product.
For example, most consumers would perceive a battle of white linen perfume as a high quality,
expensive product. But the same perfume in an unmarked battle would likely viewed as lower
in quality even if the fragrance where identify.

Branding has becomes a major issue in product strategy on the one hand, developing a brand
product requires a great deal of long marketing investment, especially you advertising,
promotion and packaging.

What is Branding?
Perhaps the most distinctive skill of professional marketers is their ability to create, maintain,
protect and enhance brands. A brand is name term, sign, Symbol or design or combination of
these indented to identify the products or services of one of the seller in group of seller and to
differentiate them those of competitors. Thus a brand identifies a market in selling a product.
A brand is a sellers promise to deliver consistently a specific set of features, benefits and
services to buyers. The best hands convey a warranty of quality. According to a marketing
Executive, a brand can deliver up to four levels of meaning.

a) Attributes
b) Benefits
c) Values
d) Personality

Market Survey
Market survey is conducted to know the customers opinion about the product and the future
plans like in future what all the charges they will be expecting from the company. It also
helps in making out how well company is doing in the mark with respect to their competitors.

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1.2 CUSTOMER SATISFACTION

How do we build strong and innovative organizations that can survive and prosper during
times of great change? In recent years, we have learned much about successful organizations.
The success of such organizations can be understood by how well the organization handles
three key ingredients.

Key Ingredients:
A convenient way to think of the strategy for success is to picture a three-leg stool. The stool
represents the organization supported by three legs, which symbolize these key ingredients.
Each leg has very separate and distinct attributes and each is critical to the survival of the
organization. The legs of the stool are visionary leadership, internal data from employees and
external data from the users of the organization.

The first leg or element is visionary leadership - Any organization comes into existence
because of a vision. Sometimes the vision lasts, remaining clear and compelling. Other times
the original vision fades, as does the relevance of the organization. In quiet times, leadership
often is simply called upon to maintain and refine goals for an organization. In such tranquil
conditions once an organization hits upon a successful product or service, it can expect to see
it have a lifetime of decades before obsolescence sets in. Today, however, products or services
may have a brief lifetime measured by a few years or even just months. To survive inthese
conditions, leadership must develop an organization that is highly tuned both to the
environment and to internal processes.

In Texas each Governor offers the state his or her vision. Governor Bush has provided a vision
of Texas as a “beacon state” that chooses it goals carefully and calls for the full participation
of every Texan in the state‟s community life. Then the Governor and the Texas Legislature
call, through the state‟s strategic planning process, for every state agency and university to
create its own compelling vision within the vision of the state.

The next element, the second leg of the stool, is data from the employees of the organization
that provide the employees‟ visions of their work and the organization. These are the internal
data. This is information gathered from the people that make up the organization. It is the

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opinions, working knowledge, supervisory assessments, and observations that come from
people that do the work of the organization.

Internal data are concerned with how capable employees feel the organization is. Do employees
feel that the organization stresses and achieves quality? Is there cohesiveness among employees
so that there is a team effort to get the work done? Do employees feel a sense of commitment
to the organization and feel that the organization supports them? Do employees feel they are
treated fairly by the organization? Do employees see a sense of mission in the organization and
a focus on excellence? Does one part of the organization work well with other parts? Does the
organization meet the needs of internal users?

Internal data are the employees‟ assessment of how the organization is performing. As in the
case of the element of visionary leadership, the State of Texas has taken long term steps to
create tools that address the second requisite (internal data) of strong organizations.

The Survey of Organizational Excellence, an employee attitude survey used by many of

Texas' state agencies, assists organizations to acquire standard and readily comparable
internal data on organizational competence. Organizations collect this data at least every two
years and use it to identify strengths and weaknesses to improve the organization and its
efforts. The 2010-2012 Survey is now underway and will provide insight into how state
employees view their organization's response to the quality imperative.

The third element for continued organizational success is regular collection of data from the
environment of the organization: users, suppliers, regulators, and competitors. These are the
external data. Such data provide comparisons between what the organization sees as its
accomplishments and the perceptions of others that have an interest or "stake" in the
organization. External data are gathered to gain insight into users' or clients' preferences for
products or services provided by the organization, users‟ views of the strengths and weaknesses
of the organization, and to find what improvements are desired. The State of

Texas has begun to address methods to systematically collect and analyze data that sheds
some light on users of state organizations.

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Customer satisfaction comes after the purchase of the product. Whether the buyer is satisfaction
after purchase depends on the offer‟s performance in relation to the buyer expectation.

According to Philip Kotler, satisfaction is a person‟s feelings of pleasure or disappointment

resulting from comparing a product‟s perceived performance in relation to his or her
expectations

Customer satisfaction is a continuous process, which does not begin or end to a purchase. There
are three phases in the customer satisfaction process, namely:

1. Pre sales:

During this stage, the customer‟s expectation are developed through the various
information sources like advertisement, word of mouth and so on.

2. During sales:

When the customer is engaged in experiencing on how to deal to enquiries and sell
products.

3. After Sales period:

This refers to the period when the customer has started using the product.

1.3 CONSUMER BEHAVIOUR

Consumer behavior is defined as the behavior that consumers display in searching for
purchasing, using evaluating and disposing of products, services and ideas that they expect
will satisfy their needs.

Consumer behavior is the study of how individuals make decisions to spend their available
resources (time, money, effort) on consumption related times. It includes the study of what they
buy, why they buy it, where they buy, how often they buy it and how often use it.

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Consumer behavior refers to the buying behavior of final consumers-individuals households

who buy goods and services for final consumption. All of these final consumers combined
make up the consumer market.Definition of consumer behavior

1. “Buyer‟s behavior is all physiological, social and physical behavior or potential

customers as they become aware of evaluate, purchase, consume a and tell other
people products and services” – Webster
2. “Customer behavior is the process whereby individuals decide what, when to
purchase goods and service”-Walters and Paul.

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CHAPTER 2

INDUSTRY & COMPANY

PROFILE

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2.1 INTRODUCTION

The internet is a worldwide, publicly accessible network of interconnected computer networks

that transmit data by packet switching using the standard internet protocol (IP). It is a network
of networks that consists of millions of smaller domestic, academic, business and government
networks, which together carry various information and services, such as electronic mail,
online chat, file transfer, and the interlinked web pages and other documents of the World Wide
Web.

Aside from the complex that makes up its infrastructure, the internet is facilitated by multi-
lateral commercial contracts, and by technical specifications or protocol that describe how to
exchange the data over the network. Indeed the internet is essentially defined by its
interconnections and routing policies. As on Feb 10, 2013, 1.114 billion people use the internet
according to internet world stars.

There are in all 183 internet service providers in India. The major service providers in India are

BSNL
VSNL
Bharti Airtel Ltd
Reliance
Tata Indicom
MTS

Common methods of home access include Dial-up, land line broadband, Wi-Fi, and satellite
and technology3G cell phones. Public place to use the internet include libraries and internet
cafes, where computers with internet connections are available.

There are also Internet access points in many public places such as airport halls and coffee
shops, in some just for brief use while standing.Wi-Fi provides wireless access to computer
networks and therefore and can do to the internet itself. Hot spots, providing such access include
Wi-Fi cafes, where a user needs to bring their own wire-less enabled devices such as
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laptop or PDA. These services may be free to all, free to customers only or free based. A hot
spot need not be limited to a confined location. The whole campus or park or even the entire
city can be enabled.

Apart from Wi-Fi there have been experiments with proprietary mobile wireless like
Richened, various high speed data services over cellular phone network, and fixed wireless
services. High-end mobile phones such as smart phones generally come with internet access
through the phone network. Web browsers such as opera broadband Internet access passed
the 21 million subscriber threshold, making it one of the fastest growing technologies in
terms of penetration growth. Yet, subscriber growth has fallen well short of expectations.
Broadband has had trouble penetrating businesses, most households continue to use dial-up,
and there have been a number of high profile disappointments.

Well-financed DSL providers such as North Point Communications and Rhythms Net
Communications went out of business and Caved Communications only recently emerged from
bankruptcy. The much heralded cable modem ISP, Excite Home, also went out of business and
AOL announced a cutback on its broadband marketing efforts. Cable system operators and
telephone carriers have looked to broadband as a major source of revenue growth and thus far
broadband has under delivered.

For businesses, organizations and individuals, the prospect of moving from an internet
connection over a standard telephone line to a broadband connection has been described as like
moving from a single track road to a ten lane highway – and one where you‟re allowed to drive
forty times faster than before!

Broadband is the future of telecommunications – not just for business and personal web and
email use, but also for other internet applications such as voice, video conferencing, E-
business, radio, streaming video and digital TV. In business, in particular, broadband will
impact across almost every sector from education and healthcare to manufacturing and tourism.

Offering speeds up to forty times faster than a standard internet connection, broadband makes
it easy and cheap to transfer large quantities of data, images, graphics, audio and high quality
video. It has obvious advantages for business – which we look at later – but it is also likely to

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revolutionize education, community life and home entertainment. In fact, the true impact of
broadband is only now becoming apparent as individuals and businesses explore its full
potential.

To begin our overview of broadband in the Highlands and Islands, we briefly consider the range
of broadband connections available.

Different kinds of broadband connection will be available to you depending on your location.
And in particular depending on the size of the community in which you live or where your
business is located. The main connection types available are:

1. ADSL (Asymmetric Data Subscriber Line)

ADSL is 40 times faster than an ordinary dialup connection. It uses an existing analogue
telephone line and, once connected, you can still use the line for phone/fax calls. That means
you don‟t need to get an extra line installed for this service. However, upload speeds are
typically half or even only a quarter of the download speeds.

2. Community Wireless Broadband

Wireless broadband is 10 times or faster than a dialup connection and is completely

independent of your phone line. You connect via a small outdoor antenna to a network of small
community-based radio repeater stations. Upload speeds are typically half the download speed
and if the service uses a satellite feed to connect back to the internet there may be some
limitations such as not being able to use video conferencing tools.

3. Satellite (two-way)

Using a dish antenna to connect to the internet via a satellite can provide a broadband
connection which is up to 80 times faster than a dialup connection. Completely independent
from any form of infrastructure, satellites can be used practically anywhere where there is an
unobstructed line of sight to the south. However, due to the distance of the satellite from

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Earth, there is a time delay (latency) which can restrict certain applications such as voice, video
conferencing and on-line gaming. Satellite is ideal for individuals or businesses which cannot
access any other services – normally due to their remote location.

4. Satellite (one-way)

Same as two-way satellite, with the exception that only downloads take place via the
satellite and are only up to 20 times faster than a dialup connection. Uploading takes place via
a telephone or ISDN line. This means that this service requires both a landline and an
unobstructed line of sight to the south to work. Furthermore, with the exception of ISDN,
additional telephone lines may also be required to enable simultaneous phone or fax use. Users
will, however, experience less delay than with two-way satellite because of the upload via
landline, but upload speeds will be restricted to less than 56Kbps for an ordinary telephone
connection and up to 128Kbps for ISDN.

Broadband in your business

Broadband has implications for every business in the Highlands and Islands. Broadband means
faster access to information, lightning fast downloads of data, and improved communication
through real time email, video conferencing and other tools.

Broadband in your home

The benefits of broadband are felt far beyond business and community life. The availability of
super-fast internet connections heralds a host of new entertainment and lifestyle applications
that are revolutionizing the way we live our lives in the future. Some of these are available now
– many will be here sooner rather than later.

or people who work from home – broadband is indispensable. Broadband is now the highway
that countless home workers travel to research projects, deliver work and meet with

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their customers and collaborators. It is the utility that means more people can live where they
want, and work when they want.

Broadband Internet access passed the 21 million subscriber threshold, making it one of the
fastest growing technologies in terms of penetration growth. Yet, subscriber growth has fallen
well short of expectations. Broadband has had trouble penetrating businesses, most
households continue to use dial-up, and there have been a number of high profile
disappointments. Well-financed DSL providers such as North Point Communications and
Rhythms Net Communications went out of business and Caved Communications only
recently emerged from bankruptcy. The much heralded cable modem ISP, Excite@Homealso
went out of business and AOL announced a cutback on its broadband marketing efforts.
Cable system operators and telephone carriers have looked to broadband as a major source of
revenue growth and thus far broadband has under delivered.

2.2 BHARTIAIRTEL LTD. PROFILE

Bharti Airtel Limited, a group company of Bharti Enterprises, is one of India‟s leading private
sector providers of telecommunications services with an aggregate of 152 million customers as
of end of February„13, consisting of 53.44 million mobile customers and 21.3 million
Telemedia customers. Bharti Airtel has been rated among 10 best performing companies in the
world in the Business Week IT 100 list.

Bharti Airtel is structured into three strategic business units - Mobile services, Broadband &
Telephone (B&T) services and Enterprise services. The mobile business provides mobile &
fixed wireless services using GSM technology across 23 telecom circles. The B&T business
provides broadband & telephone services in 94 cities. The Enterprise services provide end-to-
end telecom solutions to corporate customers and national & international long distance
services to carriers. All these services are provided under the Airtel brand. Airtel‟s high-speed
optic fiber network currently spans over 39,000kms covering all the major cities in the country.
The company has two international landing stations in Chennai that connects two submarine
cable systems - i2i to Singapore and SEA-ME-WE-4 to Europe.

Airtel was born free, a force unleashed into the market with a relentless and unwavering
determination to succeed. A spirit charged with energy, creativity and a team driven “to seize
the day” with an ambition to become the most globally admired telecom service. Today we

19

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 lOMoARcPSD|203 621 84

touch people‟s lives with our Mobile services, Telemedia services, to connecting India's
leading 1000+ corporate.

Airtel comes to you from Bharti Airtel Limited, India‟s largest integrated and the first private
telecom services provider with a footprint in all the 23 telecom circles. Bharti Airtel since its
inception has been at the forefront of technology and has steered the course of the telecom
sector in the country with its world class products and services. The businesses at Bharti Airtel
have been structured into three individual strategic business units (SBU‟s) - Mobile Services,
Airtel Telemedia Services & Enterprise Services. The mobile business provides mobile & fixed
wireless services using GSM technology across 23 telecom circles while the Airtel Telemedia
Services business offers broadband & telephone services in 94 cities.

)
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2.3 ORGANIZATION STRUCTURE

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 lOMoARcPSD|203 621 84

Airtel Broadband and Telephone Services is now Telemedia

Services

Bharti Airtel has announced the renaming of its Broadband and Telephone Services business
to Telemedia Services. The strategic name change is in line with Bharti Airtel‟s growing focus
on new media solutions and its foray into IPTV and DTH businesses.

Bharti Airtel now intends to harness the convergence environment by introducing media
solutions to its 50 million customers. The DTH business and SMB vertical along with the main
stream broadband and voice business would now form the clear thrust areas for Telemedia
Services.

With this move Bharti Airtel is poised to play on all the three screens mobile, PC and TV. The
recently launched IPTV and DTH initiatives will help the organization fortify its offerings in
the infotainment domain.

The creation of Telemedia Services will support Bharti Airtel‟s transition towards high
customer focus by this alignment among product, customer and functional verticals.

Airtel Advantage:

Airtel Telemedia Services India‟s first and largest private sector telecom service, back your
business with the most comprehensive and dependable telecom infrastructure. Airtel Services
go beyond the basic telephone services and offers you the latest technology and innovative
products.

Our courteous and professional customer acre executives are there to help you 24 hours a day,
7 days a week. Apart from these you will be serviced by a dedicated Account Executive to
 lOMoARcPSD|203 621 84

cater to your specific needs. Airtel also offers you the Service Guarantee by which you are
assured of the minimum level of service you can expect.

Service Guarantee:

1. Repair of dead phone within four working hours.

2. Error-free billingRs 100 will be credited into your next bill.

Telecom is essential to any modern business. So Airtel broadband & Telephone Services make
sure you enjoy faultless services. In fact it is one of the few service providers anywhere to
guarantee a minimum level of service to its subscribers.
Bharti Enterprises has successfully focused its strategy on telecom while straddling diverse
fields of business. From the creation of Airtel one of India‟s finest brands to becoming the
largest manufacturer and exporter of world class telecom terminals under is Beetle brand.
Bharti has created a significant position itself in the global telecommunication sector.

Corporate Responsibility at Bharti Airtel :

At Bharti, Corporate Social Responsibility (CSR) is a way of life. Each department and
employee strives to be sensitive to the stakeholders and environment within their work context.
Bharti encourages employees to take decisions and design business-linked processes that are
sensitive to communities and environment.

Corporate Social Responsibility (CSR) in Bharti encompasses much more than only social
outreach programs. It is an integral part of the way Bharti conducts its business.

The essence of Bharti‟s commitment to Corporate Social Responsibility is embedded in the

„Corporate Values‟, which stem from its deepest held beliefs. These Values are:

To be responsive to the needs of our customers

To trust and respect our employees
To continuously improve our services – innovatively and expeditiously

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To be transparent and sensitive in our dealings with all stakeholders

We encourage our employees to take decisions and design business processes, keeping in
mind the following:

Ethics, fairness and being correct

Meeting and going beyond compliances and legal requirements
Showing respect and sensitivity towards stakeholders and communities, and
Nurturing the environment

We practice our CSR beliefs and commitments through a three-pronged approach:

Engaging with stakeholders

Ensuring stakeholder sensitive policies and practices
Undertaking programs for our employees, community and environment

Bharti Enterprises is one of India‟s leading business groups with interests in telecom,
agricultural business, insurance and retail.

Bharti Enterprises has successfully focused its strategy on telecom while straddling diverse
fields of business. From the creation of 'Airtel', one of India's finest brands, to becoming the
largest manufacturer and exporter of world class telecom terminals under its 'Beetle' brand,
Bharti has created a significant position for itself in the global telecommunications sector.
Bharti Airtel Limited is today acknowledged as one of India's finest companies, and its flagship
brand 'Airtel', has over 92 million customers across the length and breadth of India.

While a joint venture with TeleTech Inc., USA marked Bharti‟s successful foray into the
Customer Management Services business, Bharti Enterprises‟ dynamic diversification has
continued with the company venturing into telecom software development. Bharti has a venture
'Field Fresh Foods (P) Ltd.' with Del Monte Foods India Pvt. Ltd., to offer fresh and processed
fruits and vegetables in the domestic as well as international markets including Europe, USA
and Middle East. Bharti has a joint venture - Bharti AXA Life Insurance
 lOMoARcPSD|203 621 84

Company Ltd. - with AXA, world leader in financial protection and wealth management. Bharti
also has a joint venture for an asset management company - Bharti AXA Investment Managers
Private Ltd. - with AXA IM and AXA APH. Bharti has recently forayed into retail

business under a company called Bharti Retail Pvt. Ltd. It also has a joint venture - Bharti Wal-
Mart Private Ltd. with Wal-Mart for wholesale cash-and-carry and back-end supply chain
management operations in India.

Bharti Airtel Limited, together with its subsidiaries, provides telecommunication services in
India. It operates in four divisions: Mobile Services, Broadband and Telephone Services,
Enterprise Services Carriers, and Enterprise Services Corporate.

The Mobile Services division provides telecommunication services based on global system
for mobile communication (GSM) network. It provides mobile prepaid and postpaid services
in 23-telecom circles of India. The Broadband and Telephone Services division offers high
speed broadband Internet and landline telephone services in 94 cities. The Enterprise Services
Carriers division offers domestic and international long distance services to the service.

Bharti Airtel Ltd. reported earnings results for the nine months ended December 2013. The
company reported revenues were INR 192.06 billion, a growth of 46% over the same period
last year. The company reported net profit was INR 48.48 billion, a growth of 67% over the
same period last year.

Bharti Airtel Reports Earnings Results for the Quarter Ended December 31, 2013. Bharti
Airtel reported 41.74% increase in consolidated net profit, as per United States Generally
Accepted Accounting Principles (US GAAP) rose to INR 17,224.00 million for the quarter
ended Dec. 31, 2013 as against INR 12,151.30 million in the corresponding quarter, last year.
Total income for the period in comparison rose 41.74% to INR 69,639.00 million, compared
with INR 49,129.20 million, last year. On standalone basis, the company registered 36.04%
growth in net profit to INR 14,198.40 million for the quarter ended December 2013 as
compared with INR 10,436.90 million for the corresponding quarter, last fiscal. Net sales for
the latest quarter rose 40.45% to INR 66,182.70 million as against INR 47,123.20 million for
the corresponding quarter, a year ago.

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Vision and Promise:

By 2017, Airtel will be the most loved brand, enriching the lives of millions. Enriching lives
means putting the customer at the heart of everything we do. We will meet their needs based
on our deep understanding of their ambitions, wherever they are. By having this focus we will
enrich our own lives and those of our other key stakeholders. Only then will we be thought of
as exciting, innovative, on their side, and a truly world class company.

Mission:

“We are here to make positive impact on society and to make people‟s lives better-through
high quality products and services. Our focus is to seek out the best technology in the world
and put it in services of its ultimate users- our customers”.

Major Competitors:
BSNL
VSNL
Bharti Airtel Ltd
Reliance
Hathway
Tata Indicom
MTS
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2.4 PRODUCT PROFILE

Mobile

1. Prepaid:Enter the world of limitless possibilities with Airtel Prepaid. The service
that helps you gives words to every feeling, an expression to every moment.

2. Postpaid: Life becomes much simpler with your postpaid. It gives you unlimited
freedom to reach out to people in your special way.

Home Phones

1. Fixed Line:Airtel welcomes you to the world of telephony service, which offers
you world class services with its cutting edge technology.

2. Fixed Wireless phone: Avail of the convenience of a mobile phone on a fixed

line, without any cable disturbing the ambience of your living room.

Broadband and Internet

1. 8Mbps:Experience shockingly fast broadband speed with Airtel 8 MbpsWi-Fi.A

wireless technology brand by the Wi-FiAlliance that gives you a host of fantastic
advantages ranging from reliability to security.

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 lOMoARcPSD|203 621 84

2. Airtel PC Secure:One of the best in PC security, to provide you and your family
with our great value online security package.

Blackberry
The world‟s most powerful instant email mobile. Sends email‟s and receive emails instantly
and Reads email attachments.

Email on go

1. Windows Mobile
Windows mobile extents the familiar windows and office experience to mobile devices, helping
you to maximize your time and stay in touch.

2. Easy mail
Airtel easy mail provides you easy access to your handsets.Airtel easy mail is an email solution
which works on true PUSH technology enabling you to get your emails as it gets delivered to
your mail boxes.

Calling Cards

Our calling card services connect you to your friends and friends in India a cost effective and
reliable manner.
1. International Calling Cards
2. Airtel Call Home
3. World Calling Cards

Wireless Internet

Dow)
 lOMoARcPSD|203 621 84

With Airtel‟s Wireless internet, you have the freedom to access the internet anytime, anywhere
across India. It enables internet, Email and office applications with real time secure VPN access
to corporate applications whilst on the move.

Data Card

Airtel Data Card is the superior data card solution which delivers wireless internet
capabilities
to laptop and notebooks, by providing EDGE and GPRS technologies in a single PC Card
package.

USB Modem

Now get an instant access to internet and your corporate applications withour USB Modem.

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CHAPTER 3

RESEARCH DESIGN

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 lOMoARcPSD|203 621 84

A Study on Customer Satisfactiontowards Airtel Telemedia Services.

3.1 STATEMENT OF THE PROBLEM

Marketing any product in today‟s competitive market is a tedious and tough task. Marketing
of broadband is no exception to this.

Now adays, new companies are emerging in the broadband industry, so, the competition
among

these companies tends to be more complicated. Hence the necessity of information becomes
more

for the companies decision-making to cope with the market changes.

To frame effective marketing strategies Bharti Airtel Company and its dealers should have
better knowledge of the market environment, since the customer satisfaction plays a vital role
in the market.

This particular study is organized to explore the same.

3.2 OBJECTIVES OF THE STUDY

To study the customer satisfaction towards Airtel Telemedia Services.

To easily segment and target the potential market.

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 lOMoARcPSD|203 621 84

To analyze the quality services given by the organization.

To evaluate the factors affecting customer satisfaction.
To give suggestions and recommendations for the improvement of Airtel Telemedia
Services.

3.3 RESEARCH METHODOLOGY

Research methodology is a systematic method to solve the research problem. It is necessary to

the researcher to know the methodology of the research conducted. The present study depends
only up on primary data collection from the customers in Bangalore. The research methodology
describes the method of data collection, sample size, population, and sampling technique and
so on.

Research Type
Research is a process to search for information, marketing research is a function that links the
marketer to consumers and the public through information. It is used to identify and marketing
opportunities and problems to generate, refine and evaluate marketing actions, to monitor
marketing performance and to improve understanding of the marketing process.

Descriptive research is conducted to arrive at certain fact findings. The questionnaire and
personnel interview method is used to collect relevant information.

Data Sources

1. Primary Data

Primary data consist of original information collected for specific purpose. Primary data were
collected to know the effectiveness of the customer satisfaction of Bharti Airtel Telemedia
 lOMoARcPSD|203 621 84

Services, Bangalore. These were collected fresh and preceded through various tools to be
unique at definite inference.
Primary data required for the research is collected through structured questionnaires
containing open ended questions from the potential customers in Bangalore.

2. Secondary Data

Secondary data consist of information that already exists somewhere have been collected for
some other purpose.
Secondary data required for the research were collected from company journals, brochures,
magazines and internet.

Research Instrument

The research instruments used for the survey were structured questionnaires and direct
interview.

What is sampling?

Sampling is concerned with the selection of a subset of individuals from within a statistical
population to estimate characteristics of the whole population.

Sampling Techniques

Sampling technique used to conduct the study was non probability sampling
methodconvenience sampling method.

1. Nonprobability Sampling
Nonprobability sampling is any sampling method where some elements of the population have
no chance of selection (these are sometimes referred to as 'out of coverage'/'under covered'), or
where the probability of selection can't be accurately determined.

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2. Convenience Sampling
A statistical method of drawing representative data by selecting people because of the ease of
their volunteering or selecting units because of their availability or easy access.

Sample Size

The sample size was taken as 100 which include customers from various places in Bangalore
district

Duration of the Study

The study was conducted for a period of 2 weeks.

Sampling unit

The study was carried out in Bangalore. The data was collected from the existing customers
of Bharti Airtel Telemedia Services, Bangalore.

3.4 SCOPE OF THE STUDY

1. Increases the productivity of organization.

2. Helps for diversification & expansion of business.
3. It helps to attain return on investment for each segment.

4. Enhances for further researches.

3.5 LIMITATIONS OF THE STUDY

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The response provided by the respondents may be biased.

The allotted time was a constraint in conducting an extensive study and so the sample
size was limited to 100 customers
Any sample study will have its own limitations inherently imposed by the sample
process.
The study is restricted to Bangalore city.
Time duration in conducting the research is very low.

3.6 REVIEW OF LITERATURE

Customer satisfaction as a construct, has been fundamental to marketing for over three decades.
As early as 1960, Keith (1960) defined marketing as satisfying the needs and desires of the
consumer. Hunt (1982) reported that by the 1970s, interest in customer satisfaction had increase
to such an extent that over 500 studies were published this trend continued and by 1992,
Peterson and Wilson estimated the amount of academic and trade articles on consumer
satisfaction to be over 15000. Several studies have shown that it costs about five times to gain
a new customer as it does to keep an existing customer (Naumann, 1995) and this result into
more interest in customer relationships. Thus, several companies are adopting customer
satisfaction as their operational goal with a carefully designed framework. Hill and Alexander

(2000) wrote in their book that companies now have big investment in database marketing,
relationship management and customer planning to move close to their customer. Jones and
Sasser (1995) wrote that achieving customer satisfaction is the main goal for most service firms
today. Increasing customer satisfaction has been shown to directly affect companies market
share, which leads to improved profits, positive recommendation, lower marketing
expenditures (Reichheld 1997) and greatly impact the corporate image and survival ( Pizam
and Ellis, 1999).

3.7 OVERVIEW OF THE REPORT

The entire overview of the report of my project is as follows:

Chapter Scheme:
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Chapter - 1
The first chapter is the introduction to the study. It provides basic information about the study
and the theoretical background of the study. It describes in brief the various elements of
marketing management and customer satisfaction.

Chapter – 2
The second chapter is about the design of the study. It gives an outline about the project such
as the statement of the problem, needs, its objectives, scope, sampling methods, data
collecting, data analysis, limitations and chapter scheme of the project.

Chapter – 3
The third chapter is the profile of respondents. It gives a detailed description about the
company profile of AIRTEL.

Chapter – 4
The fourth chapter is the data analysis and interpretation. It gives description about the
tabulation, interpretation, and analysis of the primary data collected by the use of the
questionnaire for the survey.

Chapter – 5

The fifth chapter is the summary of conclusions and recommendations. It gives a brief
summary of findings, suggestions and conclusions about the project undertaken.

Bibliography and Annexure: The bibliography from where information was gathered
and appendices section contains the questionnaire, which was used to collect the data from
therespondents
 lOMoARcPSD|203 621 84

CHAPTER 4

DATA ANALYSIS AND

INTERPRETATION

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 lOMoARcPSD|203 621 84

4.1 TABLES AND GRAPHS

In this chapter the collected data are analyzed, which becomes information for the findings
and suggestions.

TABLE – 1
Responses regarding the customer segment

Sl. No Segment No. of respondents Percentage

1 Residential 29 29

2 Commercial 55 55

3 SME 16 16

4 Total 100 100

Source: Primary Data

Analysis
Most of the customers are commercial customers is 55%.29% customers were coming
under residential segment and 16% are falling under the segment of SME.
 lOMoARcPSD|203 621 84

GRAPH - 1
Responses regarding the customer segment

Segment

60

50

40

30

20

10

0
Residential Commercial SME

Interpretation
The above observation reveals that majority of the customers are commercial
customers.

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 lOMoARcPSD|203 621 84

TABLE - 2
Responses regarding the occupation of the customer

Sl .no Occupation No. of respondents Percentage

1 Professional 25 25

2 Salaried Govt 15 15

3 Salaried Pvt 13 13

4 Own Business 47 47

5 Others 0 0

6 Total 100 100

Sources: Primary Data

Analysis
The respondent‟s occupation level reveals that out of 100 customers 25% were professionals.
15% were salaried government, 13% were salaried private. Majority of them runs their own
business and it comes about 47%.
 lOMoARcPSD|203 621 84

GRAPH - 2
Profile showing the occupation of customers

Occupation
Others
0%

Professional
25%
Own business
47%
Salaried govt
15%

Salaried pvt
13%

Interpretation
The study reveals that majority of the customers runs their own business and very
small group have other occupation.

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TABLE – 3
Responses regarding the brand preference of the customer

Sl. No Brand No. of respondents Percentage

1 Airtel Telemedia 66 66

2 VSNL 6 6

3 BSNL 21 21

4 Reliance 3 3

5 Tata Indicom 4 4

6 Total 100 100

Sources: Primary Data

Analysis
66% of the customers prefers AirtelTelemedia, the customer preference of BSNL is 21%,
VSNL is 4%, Tata Indicom is 4% and Reliance has 4% preference.
 lOMoARcPSD|203 621 84

GRAPH - 3
Responses regarding the brand preference of the customer

Brand preference

70
60

50

40

30

20

10

0
Airtel VSNL BSNL Reliance Tata Indicom
Telemedia

Interpretation
Most of the customers prefer Airtel Telemedia and others have very small preference.
Thisreveals that Airtel has attained the brand value among the customers. To retain the
same repeated advertisements of Airtel and change in price value has to be updated to
the customers.

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 lOMoARcPSD|203 621 84

TABLE - 4
Respondents profile showing sources of awarenessof Airtel
Broadband and Telephone Services

Sl. No Sources of awareness NOR Percentage

1 Advertisement 9 9

2 Existing customer 13 13

3 Apartment road show 11 11

4 Combining 67 67

5 Total 100 100

Sources: Primary Data

Analysis
Most of the customers came to know about the product through combing i.e. 67%.
11% of the customers came to know through PCO Mela. 9% of the segment came to know
through existing customers, 8% of the customers came to know through apartment road show
and 5% of the segment came to know about the product through advertisement.
 lOMoARcPSD|203 621 84

GRAPH–4
Responses regarding the customer’s sources of awareness of
Airtel Broadband and Telephone Service

Sources of awarness

70
60
50
40
30
20
10

Advertisement Existing Apartment road Combining

customer show

Sources of awarness

Interpretation
Combining plays a major role in giving awareness about various products of Airtel
Telemediaand others have less contribution when compared to combining.

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 lOMoARcPSD|203 621 84

TABLE - 5
Responses regarding the knowledge of the promoters
regarding the Product

Sl. No Rating NOR Percentage

1 Very Good 15 15

2 Good 65 65

3 Average 20 20

4 Poor 0 0

5 Total 100 100

Sources: Primary Data

Analysis
Majority is 65% of the customers have the opinion that the promoters have Good
Knowledge regarding the product and 20% says that the promoters have average level of
knowledgeregarding the product. 15% of the customers have the opinion that the promoters
have very good knowledge regarding the product.
 lOMoARcPSD|203 621 84

GRAPH - 5
Responses regarding the knowledge of the promoters
regarding theProduct

Poor, 0
Very Good, 15
Average, 20

Good, 65

Interpretation
The above graph reveals that most of the promoters have good knowledge regarding the
products. This will help them to be very effective in marketing the product.

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 lOMoARcPSD|203 621 84

TABLE - 6
Responses regarding the complete tariff plan about the
product

Sl. No Response NOR Percentage

1 Yes 89 89

2 No 11 11

3 Total 100 100

Sources: Primary Data

Analysis
89% of the respondents have the opinion that the company providing the complete tariff plan
and 11% of the respondents have the opinion that the company doesn‟t provide the complete
tariffplan about the product
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GRAPH - 6
Responses regarding the complete tariff plan about the product

Tariff plan

100
80
60
40
20 Tariff plan
0
Yes No

Interpretation
The study shows that most of the customers have the opinion that the company has
quickresponse in providing the complete tariff plan about the product.

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TABLE - 7
Showing responses from the company to get the connection
after providingthe leads.

Sl. No Responses NOR Percentage

1 Very Good 29 29

2 Good 35 35

3 Average 19 19

4 Poor 17 17

5 Total 100 100

Sources: Primary Data

Analysis
35% of the respondents have the opinion that the company have good response,
29% of the respondents have the opinion that the company have very good response,
19% of the respondents have the opinion that the company‟s response was average and
17% of the respondents have the opinion that the company‟s response was poor to get
the connection after providing the leads.
 lOMoARcPSD|203 621 84

GRAPH - 7
Showing responses from the company to get the
connection after providingtheleads.

Response

Poor

Average

Good

Very good

0 5 10 15 20 25 30 35

Interpretation
Most of the respondents have the opinion that the company has good response to get the
connection after providing the leads. Customer satisfaction is high after sales services.

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 lOMoARcPSD|203 621 84

TABLE -8
Responses regarding the rating of Airtel Broadband and
Telecommunication services.

Sl. No Rating NOR Percentage

1 Very Fast 21 21

2 Fast 55 55

3 Average 24 24

4 Slow 0 0

5 Total 100 100

Sources: Primary Data

Analysis
Majority of the customers (55%) have the opinion that the company‟s response to Products is
fast, 24% have the opinion that the company‟s response to products is average and21% have
the opinion that the response to products is very fast.
 lOMoARcPSD|203 621 84

GRAPH - 8
Responses regarding the rating of Airtel Broadband and
Telecommunicationservices.

Ratings
Slow
0%

Very Fast
Average
21%
24%

Fast
55%

Interpretation
Most of the customers have the opinion that the company‟s response to product is
fast.Customers are satisfied with the broadbanded telecommunication services provided by the
company.

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TABLE -9
Responses regarding the important attribute superior of Airtel
Broadband and Telecommunication when compared to
competitors

Sl. No Responses NOR Percentage

1 Moderate Price 15 15

2 Quality Service 53 53

3 Brand Name 20 20

4 Technology 0 0

5 All the Above 12 12

6 Total 100 100

Sources: Primary Data

Analysis
From the above table it is clear that the quality service of the company was the most
important attribute, given by a lion share of respondents who admits this fact was
53%. Brand name of the products was considered superior by 32% of the customers
according to 15% moderate price issuperior to them.
 lOMoARcPSD|203 621 84

GRAPH - 9
Responses regarding the important attribute superior of Airtel
Broadband and Telecommunication when compared to
competitors

Attributes

All the above

Technology

Brand name

Quality service

Moderate price

0 10 20 30 40 50 60

Interpretation
The statistics given in the table shows that 53% of the customers agreed that the
qualityservice of the company is the most important attribute superior to the company.

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TABLE -10
Reponses regarding the performance of the products purchased

Sl. No Responses NOR Percentage

1 Highly Satisfied 32 32

2 Satisfied 63 63

3 Dissatisfied 5 5

4 Highly Dissatisfied 0 0

5 Total 100 100

Sources: Primary Data

Analysis
From the above table it is understood that the customers were satisfied 32% of
customers were highly satisfied and 5% were dissatisfied with the performance of the
product.
 lOMoARcPSD|203 621 84

GRAPH - 10
Reponses regarding the performance of the products purchased

Performance
Dissatisfied Highly dissatisfied
5% 0%

Highly satisfied
32%

Satisfied
63%

Interpretation
Most of the customers were satisfied regarding the performance of the product.
The company should try to maintain its service quality and retain its customer in the long run.

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TABLE - 11
Responses regarding the satisfaction level regarding the current
tariff and offers of the product

Sl. No Responses NOR Percentage

1 Yes 34 34

2 To a certain extent 62 62

3 No 4 4

4 Total 100 100

Sources: Primary Data

Analysis
Most of the customers i.e. 62% satisfied to a certain extent regarding the current tariffsand
offers of the product. 34% of the customers are satisfied 4% were not satisfied regarding the
current tariffs and offers of the product.
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GRAPH - 11
Chartshowing the satisfaction level regarding the current tariff
and
Offers of the product

Yes To a certain Extent No

Interpretation
Most of the customers are satisfied to a certain extent regarding the current tariffs
andoffers of the product. It infers that the company has to focus more on new tariffs
and offers.

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TABLE -12
Responses regarding the satisfaction level through promotional
Activities

Sl. No Responses No Of Respondents Percentage

1 Yes 36 36

2 To a certain extent 54 54

3 No 10 10

4 Total 100 100

Sources: Primary Data

Analysis
From the above table it is understood that and 54% of the customers getting the absolute
satisfaction to a certain extent, 36% of the customers getting the absolute satisfaction and
10% of the customers are not getting the absolute satisfaction level what the company
promising through the promotional activities.
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GRAPH - 12
Graph showingthe satisfaction level through promotional
activities

Satisfaction level

No
10%

Yes
36%

To a
certain
extent
54%

Interpretation
Most of the customers are little satisfied with the promotional activities. Hence the Company
must focus on innovative techniques of promotion.

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TABLE - 13
Responses regarding the customer’s opinion regarding the quality
of
Airtel Telemedia products

Sl. No Responses NOR Percentage

1 Very Good 37 37

2 Good 48 48

3 Average 15 15

4 Poor 0 0

5 Total 100 100

Sources: Primary Data

Analysis
From the above table it is understood that 48% of the customers have the opinion that the
quality is good, 37% have the opinion that the quality is very good and 15% of the customers
havethe opinion that the quality of the product is average.
 lOMoARcPSD|203 621 84

GRAPH - 13
Responses regarding the customer’s opinion regarding the quality
of
Airtel Telemedia products

Customers opinion

50
45
40
35
30
25
20
15
10
5
0
Very good Good Average Poor

Interpretation
This infers that the company is providing good quality products to its customers.

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TABLE -14
Showing the company’s response towards complaints

Sl. No Responses NOR Percentage

1 Very Good 22 22

2 Good 41 41

3 Average 26 26

4 Poor 11 11

5 Total 100 100

Sources: Primary Dara

Analysis
41% of the customers say that the company has good response and 26% says that
average, 22% of the customers have the opinion that the company has very good
response towards complaints, and 11% of the customers have the opinion that the
company has poor response towards customercomplaints.
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GRAPH - 14
Showing the company’s response towards complaints

Company's response

Poor
11% Very good
22%
Average
26%

Good
41%

Interpretation
Most of the customers have the opinion that the company has good response
towardsCustomer complaints. There is still a lot of scope or improvement in this area.

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TABLE - 15
Reponses regarding the current services provided by the company

Sl. No Responses NOR Percentage

1 Very Good 39 39

2 Good 41 41

3 Average 13 13

4 Poor 7 7

5 Total 100 100

Sources: Primary Data

Analysis
From the above table it is understood that 41% of the customers are satisfied with the current
service provided by the company, 39% highly satisfied 13% have the opinion that the current
service provided by the company is average and 7% of the customers have the opinion that
the current service provided by the company is poor.
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GRAPH - 15
Reponses regarding the current services provided by the company

Current services

50
40
30
20
10
0

Very good
Good
Average
Poor

Interpretation
Most of the customers are satisfied with the current services provided by the company such as
dial up connection, broad band connection, dth connection, etc.

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TABLE - 16
Showing suggestion about the aspect which needs immediate
Improvement

Sl. No Responses NOR Percentage

1 Availability of the 31 31
product

2 Marketing 22 22
Communication

3 Customer Complaints 38 38

4 Technology Updating 9 9

5 Any Other 0 0

6 Total 100 100

Sources: Primary Data

Analysis
According 38% of the customer‟s opinions is this that customer complaint is the areawhich
should be given more focus and attention for betterment. The second highest numberof
respondents has the opinion that the availability of the product should be given more
attention. Of the remaining customers 22% have the opinion that marketing communication
should be taken care and 9 % suggested for technology updating.
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GRAPH - 16
Showing suggestion about the aspect which needs immediate
Improvement

40 38

35
31
30

25 22
20

15

10 9

5
0
0
Availability of the Marketing Availability of the Technology Any other
product communication product Updating

Aspects

Interpretation
Customercomplaints are the aspect which should be given prime importance for
improvement. The company must also focus on availability of the product and marketing
communication

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TABLE -17
Showing customer recommendation of the products to others

Sl. No Responses NOR Percentage

1 Always 33 33

2 Mostly 49 49

3 Sometimes 12 12

4 Never 4 6
\
5 Total 100 100
Sources: Primary data

Analysis
Out of the total number of customers 49% of the customer waswilling to recommend the
product most probably, 33% were willing to recommend the product always 12% of the
customer segment may sometimes and 4% will never introduce Airtel Telemedia products to
anybody.
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GRAPH - 17
Showing customer recommendation of the products to others

Recommendations
Never
4%

Sometimes
12% Always
34%

Mostly
50%

Interpretation
Majority of the respondents opted for the choice of recommending the product mostof the
time. There is only 4% who would never recommend the product to others.

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CHAPTER 5
FINDINGS,
SUGGESTIONS
AND CONCLUSION
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5.1 SUMMARY OF FINDINGS

1. From the study it was found that 55% of the customers are commercial customers.
2. From the study it was found that 47% of the customers runs their own business.
3. 66% of the customers prefer Airtel Telemedia Services and others have very small
preference.
4. 67% of the customers have the opinion that combing plays a major role in giving
awareness about various products of Airtel Telemedia.
5. 65% of the customers have the opinion that most of the promoters have good knowledge
regarding the products.
6. 89% of the customers have the opinion that the company has quick response to give the
connection after providing the leads.
7. 35% of the respondents have the opinion that the company has good response to get the
connection after providing the leads.
8. 55% of the customers have the opinion that the company‟s response to product is fast.
9. From the study it was found that 53% of the customers that the quality services of the
company id the most important attribute superior to the company.
10. From the study it was found that 63% of the customers were satisfying regarding the
performance of the product.
11. 62% of the customers are satisfied to a certain extent regarding the current tariffs and
offers of the product.
12. 54% of the customers have the opinion that to a certain extent they are satisfied with the
promotional activities.
13. 48% of the customers have the opinion that the company is providing good quality
products to its customers.
14. 41% of the customers have the opinion that the company has good response towards
customer complaints.
15. 41% of the customers are satisfied with the current service provided by the company.
16. 38% of the customers have the opinion that customer complaint is the aspect which
should be given prime importance for improvement.
17. 49% of the customers opted for the choice recommending the product most of the time.

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5.2 SUGGESTIONS

1. The company should concentrate more on residential segment for generating the lead.
2. Advertising and other marketing communication tools should be given more attention
to increase the customer awareness and to generate the leads.
3. Come out with new innovative plans and tariffs which attracts the customers.
4. Provide more awareness programmed to the customers about the new facilities
provided by the company.
5. Always keep the customer in touch with the company, so that they will be motivated
to use the product and helps to generate the leads.
6. Provide quick service to the customers which increase the company‟s brand image.
7. Conduct periodic reviews which help to assess the promoter‟s performance level.
8. Provide more incentives to the sales force which motivates the promoter‟s to work
hard.
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5.3 CONCLUSION

In the segment of broadband and telecommunication service industry Bharti Airtel Telemedia
services dominates the market. The company isfocusing mainly on customer satisfaction
through good quality customer services. The company has a good reputation among its
customers. Even after the company is facing a lot of competition from the various private and
public company, Airtel Telemedia Services has succeeded in meeting the needs of its customers
at its best. The company‟s marketing people should concentrate more on achieving the targets
and concentrate more on residential customers.

In this today‟s dynamic world satisfying customer‟s needs become very prominent and
difficult task. Because the customers are the king and their preferences keeps on changing. So
in order for a company to operate successfully and to tap the market potential they should have
an eye on customer satisfaction. So that they can add more customers to their customer base
and can create loyal customers. Majority of the customers are satisfied with Airtel Telemedia
Services so that the company can add more number of customers very easily and make them
loyal.

They offer prepaid sim cards and postpaid sim cards and they give additional offers to their
loyal customers. They provide payment facilities to postpaid sim card customers. Airtel has
opened many branches across Bangalore so that their customers can gain access to the experts
at Airtel so that their problems can be attended and solved as Airtel believes in customer
satisfaction.

Overall Airtel telemediaservices is appreciable in the prevailing cut throat competition among
the powerful telecom industry it appeared that Airtel not only entered play but to win and indeed
it has won. If Airtel continues its brand identify, awareness, imageand service as it is doing
now it would not be exaggerating the brand Airtel has no doubt made these mobile handsets
available in the hands of people of all walks, but with an eye on monitory gain.

It is a privilege to flash or own a brand Airtel mobile connection, it has become an identity of
pride and fashion. The growth of Airtel was graphically ascending but spreading its wings all

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over the market with uniformity. The Airtel brand enables customers identify so well that he
is tempted to levy it again. Thereby setting him to be among the upper and privilege class.

Brand awareness of Airtel mobile connection it has such providing ideas, feelings to a common
man to enjoy the service. Airtel connection is boom bridging the long distance eliminating the
feeling of separation.

Airtel of Bharti enterprises is enjoying a virtual monopoly as it has made a very good
place for itself in the competitive market.
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5.4 BIBLIOGRAPHY
 Kotler Philip - Principles of Marketing
 H P H Publications - 7th Edition, 2001
 Stanton J William - Fundamentals of Marketing
 C.R. Kothari- Research Methodology
 Westfali and Boyd- Marketing Research

MAGAZINES:

 Business World - Aug 2016

 India Today - Nov 2016

WEBSITES:
 www.airtel.in
 www.answer.com
 www.wikipedia.com

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ANNEXURE
 lOMoARcPSD|203 621 84

QUESTIONNAIRE

A Study to know Customer Satisfaction of Airtel Telemedia

Services

Respected Sir/Madam,

I THRILEKHA S REDDY am currently pursuing BBA, MARKETING from

“ ” BANGALORE As part of Bangalore University Curriculum, I have undertaken a
research Study on the topic “Customer Satisfaction of Airtel Telemedia Services”. In this
regard please furnish the necessary details given below inorder to complete my project work
successfully I assure you that the information will be keptconfidential and used only for the
purpose of my study.

Thanking you,

Yours sincerely,
THRILEKHA S REDDY

Instructions: - Please tick appropriate Box

Name…………………………………

Address
……………………………………
……………………………………
……………………………………
…………………………………...
1. Segment

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 lOMoARcPSD|203 621 84

Commercial SME
Residential

2. Occupation

Profess iona ls Salaried t Salaried

gov Pvt

Business Others

3. Which is the first name that comes to your mind when you speak of Broadband and
Telephone Service?

Airtel Broadband and Telecommunication VSNL BSNL

Reliance Tata Indicom

4. From which source did you come to know about Airtel Broadband and
Telecommunication?

Advertisement Exis ting Customer

Apartm ent Road show Combing

5. How do you rate the knowledge of the promoters regarding the product?

Very Good G oodAve rage Poor

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6. Did you get the complete tariff plan about the product?

Yes No

7. How do you rate the response from the company (sales executive) to get the
connection after providing the leads?

Very Good Good Average Poor

8. How do you rate Airtel Broadband and Telecommunication‟s response to products?

Very Fast Fast Avera ge Slow Poor

9. Which is the most important attribute of Airtel do you consider superior to its
competitors?

Moderate Price Q uality Service and Name

Br

TechnologyAll the A bove

10. Give your feedback towards the performance of the products purchased?

Highly Satisfied Satisfied issatisfied ighly Dissatisfied

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D H

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 lOMoARcPSD|203 621 84

11. Are you satisfied with the current tariffs and offers of the product?

Yes To a certain extent N

12. How do you rate Broadband and Telecommunication products with respect to
Quality?

Very Good G ood Average oor

P

13. How do you rate Broadband and Telecommunication products with respect to
Handling complaints?

Very Good Good Average Poor

14. Indicate your opinion regarding the current service provided by the company?

Very Good Good verage or

A Po

15. Indicate your opinion about the aspect that needs improvement?

Availability of the product Marketing Communication

Customer Complaints Technology Updating Any Other

)
 lOMoARcPSD|203 621 84

16. Will you recommend the products to your relatives or friends?

)
 lOMoARcPSD|203 621 84

Always Mostly Some ti mes Never

17. Any suggestions in improving our Airtel Telemedia services?

………………………………………………………………………..
………………………………………………………………………..
………………………………………………………………………..

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