A

PROJECT
ON

SATISFACTION DERIVED BY SUBSCRIBERS

OF DIFFERENT CELLULAR SERVICE
COMPANIES
IN
KOLHAPUR CITY
Submitted To
BHARATI VIDYAPEETH'S UNIVERSITY, PUNE
INSTITUTE OF MANAGEMENT,
KOLHAPUR
For the Course of

Master of Business Administration

2007-2008
Submitted by

MR. Nille Rohan D.

Under the Guidance of
Mrs. M. N. Paliwal
( M.Sc. , M.I.B)
Through
The Director
BHARTI VIDYAPEETH
INSTITUTE OF MANAGEMENT

KOLHAPUR

Guides Certificate
This to certify that the project report entitled
SATISFACTION DERIVED BY SUBSCRIBERS OF DIFFERENT
CELLULAR SERVICE COMPANIES
IN
KOLHAPUR CITY
Submitted by Mr. Nille Rohan D. in partial fulfillment of their work for the

award of the Master of Business Administration (M.B.A) submitted to

Bharati Vidyapeeth University, Institute Of Management, Kolhapur has been
completed under my supervision and guidance.
To the best of my knowledge and belief the matter presented by
them original in nature and has not been copied down from any source. Also
this report has not been submitted earlier for the award of any degree in
Bharati Vidyapeeth University.

Place:
Date:
Mrs. M N Paliwal
M.Sc.,M.I.B.
(Guide)

CONTENTS

CHAPTER
NO.

TITLE

PAGE
NO.

1.

Introduction

4-9

2.

Data Analysis and Interpretation

10-20

3.

Findings

21-22

4.

Suggestion

23-24

5.

Appendix

25-28

6.

29-30
Bibliography

CHAPTER 1
INTRODUCTION
OF
THE STUDAY

1.1 INTRODUCTION:The telecom service industry is currently in

high growth phase. Mobile phones have become an
essential and important device for communication in
the modern days. Mobile device are growing in
popularity with reduction in price and improved
functionality. Consumers prefer the flexibility and
versatility of mobile phone device. Mobile phone
facilities easy and faster means of communication and
transact the business, anywhere, anytime at a
reasonable cost.
In India, people of all walks of life now a
days use mobile phones. The decrease in price of
mobile phone set and the tariff has paved the way for
the increased usage of mobile phones among Indians.
The increased usage of mobile phones among Indians.
The service providers are depending not only on the
urban areas but are extending their services even to
semi urban and rural areas and this has resulted in
the considerable increase in utilization of mobile
phones in these part of the country. As the market is
almost in the saturation stage in the metro cities, the
service providers are aiming at other cities and rural
areas to extend their service.
The number of mobile phone users in India
has shown a steady increasing tren d in recent past.
Indias total mobile subscriber base has touched the

15 crores mark with the addition of over 66 lakh

subscribers in January.
While GSM cellular subscriber base crossed
the 11 crores market in January. The number of
CDMA based mobile users as swelled to 3.8 crores
during the month.
CDMA operater added 16.40 lakhs subscribers
in the month, while GSM based cellular companies
added over 50 lakhs new users.
Reliance communication added 11.72 lakhs
CDMA subscribers in January,taking its total
subscriber base to 2.75 crores.
Tata teleservice subscriber base reached 1.07
crores with addition of 4.63 lakhs subscribers in
January.
With this all India cellular subscriber base
has touched over 11crores at the end of the January
2007 compare to 10.54crores on December 2006.

1.2 MARKET SHARE OF MOBILE COMPANIES:-1.

2.
3.
4.
5.
6.
7.
8.
9.

Bharti Airtel
Reliance
Hutch Essar Group
BSNL
Idea Mobile Communication
Tata Teleservice
Aircel Cellular Ltd.
MTNL
Spice Communication

21.6%
20.4%
15.9%
16.4%
8.5%
9.9%
3.00%
1.7%
1.7%
7

10. BPL (Mumbai)

11. HFCL
12. Shyam Telelink

0.8%
0.1%
0.1%

CDMA MARKET SHARE:-Tata Indicom ------------------ 25%

Reliance Infocom--------------- 75%
GSM MOBILE OPERATOR MARKET SHARES:-BHARTI AIRTEL ------------28%
BSNL----------------------------- 22.56%
HUTCH--------------------------- 15.05%
RELIANCE ---------------------- 2.97%
IDEA ------------------------------ 12.16%
OTHERS -------------------------- 18%

Now a days many services are provided by

cellular companies to attract the customers. Rising
demand for handsets has led operators to offer other
than voice calls. Thus content or value added
services(vas) market comprising music, wall papers,
ring tones and gaming is growing rapidly. Revenue
from vas such as SMS, ring tones and ring back tones
were about 10% of that recorded last year.
8

Companies are providing various offer to the

subscribers e.g. reliance - buy service and get mobile
free. This leads to attract the people to purchase
reliance service.

1.3 MOBILE PHONE USAGE IN INDIA :-In India, people from all walks of life now a days
use mobile phone. The decrease in price of mobile
phone sets and the tariff has paved the ways for the
increased usage of mobile phones among Indians. The
service providers are depending not only on the urban
areas but are extending their services even to the semi
urban and rural areas and this has resulted in the
considrable increase in the utilization of mobile
phones in these parts of country. As the market is
almost in the saturation stage in the metro cities. The
service providers are aiming at other cities and rural
areas to extend their services.

1.4 NEED OF THE STUDY:--

1. To see whether customers are satisfied through

cellular services provided by the different cellular
service companies in Kolhapur city.
2. To see which improvements do the Kolhapur
people (customer) want from cellular services.
3. To see whether there is scope for cellular
companies to expand their business through
consumer satisfaction.
4. To observe the problems in case of cellular
services faced by customers in Kolhapur city.

1.5 OBJECTIVES OF STUDY:-1. To measure the level of satisfaction derived by

the subscriber of various cellular companies in
kolhapur city.
2. To find out the factors that influence the
satisfaction derived by the subscribers of cellular
companies in Kolhapur city.
3. To identify expectation of subscribers in
Kolhapur city.

1.6 collection of data:Primery data

10

The study is based on the primary data

and necessary data requird for the study will be
collected through the structured quesstionnairs
Secondary data
Secondary data will be collected through
the journal, internet and other sources.

1.7 Sample Size:We will approach to 60 cellular subscribers

in Kolhapur city using different cellular services.

CHAPTER 2
DATA
INTERPRETATION
AND
11

ANALYSIS

TABLE -1 Age wise distribution of sample respondent.

AGE GROUP
18-25
25-40
40-45
55 ONWARDS

NO OF
RESPODENT
41
13
06
-

IN PERCENTAGE
68.33%
31.67%
10.00%
-

12

TOTAL

60

100%

INTERPRETATION
The age wise distribution of the sample respondents is
given in table-1 and it reveals that out of 60
respodents 41 respondents (68.33%) are from 18-25
age group, 13 respondents (31.67%) are from 25-40
age group, 6 respondents (10%) are from 40-45 age
group.

TABLE 2 GENDER WISE DISTRIBUTION OF SAMPLE

RESPONDENT
PARTICULARS

NO OF
RESPODENT

PERCENTAGE

13

MALE
FEMALE
TOTAL

53
07
60

88.33%
11.64%
100%

INTERPRETATION
The age wise distribution of sample respondent is
given in table-2 and it revelas that out of 60
respodents 53 males(88.33%) and 7 femals(11.64%)
are using services of different mobile services. It shows
that number of male subscribers are more than female
subscribers.

TABLE 3 OCCUPATION WISE DISTRIBUTION OF

RESPONDENT

14

Occupation
Services
Business
Education
Other

No. of
respondents
18
03
37
02

Percentage (%)
30.00
05.00
61.66
03.34

INTERPRETATION
The age wise distribution of sample respondent is
given in table 3. It revelas that out of 60 respodent
18 respodents are from service field, 3 from business
field, 37 from education field and 2 from other field.
Therefore occupation wise number of student
subscriber is more.

15

TABLE -4 COMPANY PREFERENCE WISE

DISTRIBUTION OF SAMPLE RESPONDENT.
Company Name
Reliance
BSNL
Idea
Airtel
Hutch
Tata Indicom
Other

No. Of
respondent
09
12
16
10
09
04
-

Percentage (%)
15.00
20.00
26.66
16.67
15.00
06.67
-

INTERPRETATION
The company preference wise distribution of sample
shows, idea service is most wide preferred
subscribers. i.e. 26.66% subscribers in kolhapur are
using idea cellular services. After
that 20% of
subscribers are using BSNL, 16.67 of subscribers are
16

using airtel, the reliance and hutch is some what

equally prefered by subscribers and 6.67% of
subscribers are using tata indicom.
TABLE 5 PREFERENCE WISE DISTRIBUTION OF
SAMPLE RESPONDENT.
Particulars
No. Of
Percentage
Respondent
Cost
21
35
Coverage
20
33.33
Roaming
05
O8.34
Scheme
14
23.33

INTERPRETATION
The preference factorwise distribution of the sample
respondents is given in table 5 and it reveals that out
of 60 respondents. 21 respondents look at the cost
17

factor, 20 look at the coverage factor, 5 respodents

prefer roaming factor, where as 14 respondents prefer
schemes while purchasing.

TABLE -6 SATISFACTION WISE DISTRIBUTION OF

SAPMLE RESPONDENT.
Particulars
Satisfied
Not Satisfied

No. Of
Respondent
50
10

Percentage
83.34
16.66

INTERPRETATION

18

This table shows the 83.34% people or customer are

satisfied for using its services and remaining 16.66%
people are not satistfied.

TABLE 7 PREFERENCE GIVEN BY SAMPLE

RESPONDENT TO PREPAID AND POSTPAID.
Particulars
Prepaid
Postpaid

No. Of
Respondent
47
13

Percentage
78.34
21.66

19

INTERPRETATION
Above table shows 78.34% People Prefer The Prepaid
Connection And Only 21.66% Customer Are Using. It
Means Near About 80% People Are Interested Co
Prepaid Services.

TABLE 8 DIFFERENT SERVICES ENJOIED BY

SAMPLE RESPODENTS.
Service
Internet
SMS-schemes
MMS-scheme
Voice call

No. of
respondent
15
37
04
04

Percentage
25.00
61.66
06.67
06.67

20

INTERPRETATION
Above Table Shows That 25% Of The Subscribers
Are Taking Benifite Of The Internet Service Provided By
Different Mobile Companies. SMS Schemes Are
Enjoyed By Near About 61% Of People. MMS- Schemes
And Voice Calls Are Enjoyed At Equal Rate I.E. 7%
Each. Therefore sms-schemes are largely enjoyed by
subscribers among all schemes.

TABLE 9 NO. OF RESPONDENT VISITING

CUSTOMER CARE CENTER.
Particulars
Visited
Not Visited

No. Of
respondent
35
25

Percentage(%)
58.33
41.67

21

INTERPRETATION
This graph shows the how many respondents have
visited to customer care centers. Near about 58% of
respondents have visited to customer care center
where as near about 42% have not visited.

TABLE 10 NO OF RESPODENT MOTIVATED BY

ADVERTISING AND PUBLICTY.
Particulars

No. Of
Respondent

Percentage(%)

22

Motivated
Not Motivated

38
22

63.33
36.67

INTERPRETATION
Above table shows that 63% of the respondents are
motivated by advertising and publicity. Where as there
is no impact of advertisement and publicity an 22% of
sample respondent.

23

CHAPTER 3
FINDINGS

24

FINDINGS
1. The 18-25 age group customer are using more
services provided by its companies.
2. Acoording to our study males are using rather
than females.
3. Students and service people are measure
subscribers of mobile services.
4. according to our study IDEA and BSNL are
market leading companies.
5. People prefer to purchase prepaid SIM cards then
postpaid cards.
6. Majority of customers who are using the mobile
services are satisfied by the services provide by
companies.
7. Most of the people purchase the SIM cards by
considering coverage facilites and different
scheams provided by the companies.
8. Majority of subscribers are interested different
SMS schemes and internet faculties provided by
their companies.
9. Near about 60% of subscribers used to visit the
customer care centre of related companies.
10.Advertisement and publicity makes greater
impact on consumer to buy the mobile services.

25

CHAPTER 4
SUGGESSIONS

26

27

SUGGESSIONS
1. Mobile companies have to pay attention towards
people above age 40 because there is great scope
of expansion of business.
2. Company should have to provide different schems
specifically for women in order to increase no of
women subscribers. i.e. womens card.
3. Companey have scope of improvement paying
attention towards otherpeople rather than
serviceman and students.
4. Realiance hutch and airtel have scope to improve
market shares and co. like tata indicom have to
take extra efforts.
5. In order to remain in competition companies have
to look after cost,coverage, schemes.
6. Mobile company have to maintain satisfaction
level.
7. Companies have to attract people towards
postpaid cards by providing attractive schemes.

28

CHAPTER 5
APPENDIEX

29

QESTIONNAIRE

1. Name __________________________________________
2. Address _______________________________
3. Age group
[1] 18 to 25
[3] 40 to 55

[2] 25 to 40
[4] 55 onwards

4. Gender
[1] Male

[2] Female

5. Occupation
[1] Service
[3] Business

[2] Education
[4] Other

6.Do have mobile?

[1] Yes

[2] No
30

7. If yes then which companys mobile services do

You prefer?
[1] Reliance
[2] BSNL
[3] Idea
[4] Airtel
[5] Hutch
[6] Tata indicom
[7] Other
8. Which factore do you prefer while purchasing mobile services?
[1] Cost
[2] Coverage
[3] Roaming
[4] Schemes
9. From how long time you are subscriber of that company?
[1] More than 3 months
[2] More than 6 months
10. What is your opinion about the service provided by the
company preferred by you?
[1] Satisfactory
[2] not satisfactory
11. Which card do you have prefere?
[1] Prepaid
[2] Post paid
12. What is your opinion about sim card price?
[1] Affordable
[2] Non-affordable
13. Is it convenient?
[1] Yes

[2] No

14. Is company provides you information about new schemes

regularly?
[1] Yes
[2] No
15. Do you take benefits of these schemes?
[1] Yes
[2] No
31

16. Which of the following services provided by the company?

[1] internet
[2] mms-scheme
[3] Sms-schemes
[4] voice call
17. Which of the following service of your company
Do you use?
[1] internet
[2] sms-schemes
[3] mms-schemes
[4] voice calls
18. Do you visit customer care center of your company in
Kolhapur?
[1] Yes
[2] No
19. If, yes then are they co-oprative?
[1] co-oprative
[2] Some what co operative
[3] Less co-oprative
[4] Poor co-oprative
20. Do you face any problem while using service?
[1] yes
[2] No
21. Does company solve your problems time to time?
[1] Yes
[2] No
22. Do you get mobile bill regularly?
[1] Yes
[2] No
23. Have you attended any programme about your company?
[1] Yes
[2] No
24. Are you motivated by advertising and publicity done by
company?
[1] Yes
[2] No

32

CHAPTER 6
BIBLIOGRAPHY

33

Web sites:1. www.convergence.in

2. www.crisilresearch.com
3. www.dnaindia.com
Journal:1. Indian journal of marketing.(JAN.2006)

34