Professional Documents
Culture Documents
COMPARISON TO ANOTHER
TELICOM SERVICES
SUBMITTED BY:
LAVKUSH PATHAK
M.B.A.(MARKETING)
1
CHAPTER I
2
1.1 INTRODUCTION
Communication has been one of the most important aspects of the growth of human society
and culture. Telecommunications, the transmission of signals over a distance for a purpose
of communication, is also very important. It provides business, money and market stability
in the world. The telecom sector is one of the leading contributors to India's flourishing
secured ambiance for the telecom market. It include introduction of Internet telephony
services sector. The opportunities in the Indian telecom sector is increasing at a massive
pace with the introduction of newer and innovative schemes in various sectors and at present
the telecom sector in India is claimed to be one of the major contributors in India's
flourishing economy.
TATA is a rapidly growing business group based in India with significant international
operations. The TATA name is a unique asset representing leadership with trust. TATA
Teleservices spearheads the Group’s presence in the telecom sector. Incorporated in 1996,
TATA Teleservices was the first to launch CDMA mobile services in India with the Andhra
Pradesh circle. TATA Teleservices has established a robust and reliable 3G ready telecom
3
Customer satisfaction in telecommunications will reflect the service delivery process as
experienced by customers. The interaction between customers and the delivery system is
effected via alternative contact points; each one of them will be investigated for its impact
on the overall customer satisfaction. That is, the service delivery system can be decomposed
into alternative customer contact points that shape customers' overall judgment about the
organization. Each contact point may retain a relative independence concerning criteria of
The objectives of this study are to find the customer’s attitudes towards the TATA Indicom
services and to know the reasons for cancellation of the services. This study helps to find
out the factors affecting purchasing behavior of telecom products and to know customer’s
4
1.2 Objectives of the study
Primary objective:
To study the customer evaluation of TATA Indicom services at Agra Cicle market.
Secondary objectives:
To know the age and gender wise classification for usage of telecommunication
facility.
To find out which all services have been tried by the respondents so far
customers.
To find out the attributes that affects the buying behavior of the TATA indicom
service
To find out the customer’s opinion about the hand set which provide by TATA
Indicom.
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1.3 Problem statement
Price
Coverage
Sales promotion
Offers
Customer service
Staff response
Consumer feedback is providing the market reflections to the marketer. This enables them to
gain awareness about their market performance and customer preference. The conducted
study examined the customer satisfaction status on various service offerings by TATA
Indicom and the major focus has given to draw the reasons behind cancellation of services.
The results related to the said area are an eye opener to the marketer for identifying his gaps
The ruling factors of today’s market is having a common axis named ‘consumer’, who is
deciding the destiny of any firm in the market. Hence the study on related area is having
significance to the selected telecom operator and since it is common to other operators in the
same and related field, the problems that had drawn through the survey may be a reference
for other marketers also. The researcher had gained familiarity and practical exposure to the
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real market world through the conducted study. This can also be a secondary source for
other people who plan or are conducting studies in the similar area.
CHAPTER II
Profiles
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2.1 INDUSTRY PROFILE
Introduction
The Indian Telecommunications network with 110.01 million connections is the fifth largest
in the world and the second largest among the emerging economies of Asia. Today, it is the
fastest growing market in the world and represents unique opportunities for U.S. companies
in the stagnant global scenario. The total subscriber base, which has grown by 40% in 2005,
is expected to reach 250 million in 2007. According to Broadband Policy 2004, Government
2007. The wireless subscriber base has jumped from 33.69 million in 2004 to 62.57 million
in FY2004- 2005. In the last 3 years, two out of every three new telephone subscribers were
wireless subscribers. Consequently, wireless now accounts for 54.6% of the total telephone
subscriber base, as compared to only 40% in 2003. Wireless subscriber growth is expected
to bypass 2.5 million new subscribers per month by 2007. The wireless technologies
currently in use are Global System for Mobile Communications (GSM) and Code Division
Multiple Access (CDMA). There are primarily 9 GSM and 5 CDMA operators providing
mobile services in 19 telecom circles and 4 metro cities, covering 2000 towns across the
country.
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Evolution of the industry-Important Milestones
Year
1851 First operational land lines were laid by the government near Calcutta (seat
of British power)
1932 Merger of ETC and IRT into the Indian Radio and Cable Communication
Company (IRCC)
1999 Cellular Services are launched in India. New National Telecom Policy is
adopted.
9
A large population, low telephony penetration levels, and a rise in consumers' income and
spending owing to strong economic growth have helped make India the fastest-growing
telecom market in the world. The first and largest operator is the state-owned incumbent
BSNL, which is also the 7th largest telecom company in the world in terms of its number of
services. Subsequently, after the telecommunication policies were revised to allow private
Idea,Vodafone and BPL have entered the space. major operators in India. However, rural
In 2007, an article by Businessweek magazine reported that India's mobile phone market is
the fastest growing in the world, with companies adding some 6 million new customers a
month.
The total number of telephones in the country crossed the 300 million mark on June 18
2008The overall tele-density has increased to 36.98% in March 2009 In the wireless
segment, 15.87 million subscribers have been added in March 2009. The total wireless
subscribers (GSM, CDMA & WLL (F)) base is more than 391.76 million now. The wireline
segment subscriber base stood at 38.22 million with a decline of 0.13 million in October
2008.
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Market shares of public and Private Players
Both fixed line and mobile segments serve the basic needs of local calls, long distance calls
and the international calls, with the provision of broadband services in the fixed line
segment and
GPRS in the mobile arena. Traditional telephones have been replaced by the codeless and
the wireless instruments. Mobile phone providers have also come up with GPRS-enabled
mobile technology is soon going to enter the Indian telecom market. The GSM, CDMA,
WLL service providers are all upgrading them to provide 3G mobile services.
manufacturing. In the beginning, there were only the Siemens handsets in India but now a
whole series of new handsets, such as Nokia's latest N-series, Sony Ericsson's W-series,
Motorola's PDA phones, etc. have come up. Touch screen and advanced technological
handsets are gaining popularity. Radio services have also been incorporated in the mobile
handsets, along with other applications like high storage memory, multimedia applications,
multimedia games, MP3 Players, video generators, Camera's, etc. The value added services
provided by the mobile service operators contribute more than 10% of the total revenue.
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Earnings visibility
trends, aggressive cost cutting initiatives, a positive regulatory environment, strong wireless
growth, and new market opportunities. This has translated into greater visibility of forward
Merger synergies
Given the substantial amount of excess capital available in the sector and in private equity
we expect to see additional merger and acquisition activity, albeit at a slower pace than
recently witnessed. Global telecom M&A deals over the past two years have reflected
market expansion but have also had a positive effect on the buyers’ balance sheets.
Partnering companies have begun realizing their synergies through cost reductions and
economies of scale. In the US, the largest three companies now account for over 70% of the
sector market cap; this compares to 34% in 1990. Trends in bundled services are also paving
the way for additional M&A activity. Sector consolidation will further increase the
Growth
While cost-cutting has been a major source of earnings growth, we have seen top-line
pressures decreasing which will help revenues become a larger driver of earnings growth
again. We see growth within the sector coming from a number of areas including:
penetration has been accelerating as internet customers are seeking faster downloads for
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audio and video files. 3G services, which facilitate the simultaneous transfer of both voice
and non-voice (i.e. video, downloads, SMS, etc.) data are providing mobile users with a
much more robust communication platform and should finally begin to realize their growth
potential in 2007. Emerging market companies benefit from low penetration rates and also
tend to have lower leverage, higher margins and higher growth than most developed markets
telecom companies.
Global opportunities
It has become less difficult to find attractive telecom investment opportunities globally than
it was a year ago. As the fog has lifted from the sector, there are increased opportunities
within both the growth and value spaces. In the US, improved clarity in the regulatory
environment has opened the door for a number of players. Within Europe the risk of
negative news flow remains a potential detractor but there is valuation support from
attractively priced stocks. There is little difference between the European and US integrated
carriers making it more of a stock call than a regional call. Within Asia we see high revenue
growth and return on assets. Overall, emerging markets continue to be the fastest growing
region within the sector and offer the largest valuation discount. Additionally, the healthy
Our strategy is to create a more focused portfolio of diversified high conviction ideas. In the
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companies that will provide synergies as well as margin expansion through wireless
exposure. We recognize the sensitivity of the regulatory environment in some markets and
have minimized our exposure to those markets. We also continue to overweight our
exposure to
niche players within developed markets as well as to emerging markets which have low
TATA GROUP
TATA is a rapidly growing business group based in India with significant international
operations. Revenues in 2007-08 are estimated at $62.5 billion (around Rs251,543 crore) of
which 61 per cent is from business outside India. The Group employs around 350,000
people worldwide. The TATA name has been respected in India for 140 years for its
The business operations of the TATA Group currently encompass seven business sectors:
consumer products and chemicals. The Group’s 27 publicly listed enterprises have a
combined market capitalisation of some $60 billion, among the highest among Indian
business houses, and a shareholder base of 3.2 million. The major companies in the Group
include TATA Steel, TATA Motors, TATA Consultancy Services (TCS), TATA Power,
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The Group’s major companies are beginning to be counted globally. TATA Steel became
the sixth largest steel maker in the world after it acquired Corus. TATA Motors is among
the top five commercial vehicle manufacturers in the world and has recently acquired Jaguar
and Land Rover. TCS is a leading global software company, with delivery cen s in the US,
UK, Hungary, Brazil, Uruguay and China, besides India. TATA Tea is the second largest
branded tea company in the world, through its UK-based subsidiary Tetley. TATA
Chemicals is the world.s second largest manufacturer of soda ash. TATA Communications
In tandem with the increasing international footprint of its companies, the Group is also
valued the TATA brand at $11.4 billion and ranked it 57th amongst the Top 100 brands in
11 the world. Businessweek ranked the Group sixth amongst the .World.s Most Innovative
Companies. and the Reputation Institute, USA, recently rated it as the .World.s Sixth Most
Reputed Firm.
Founded by Jamsetji TATA in 1868, the TATA Group.s early years were inspired by the
India: steel, power, hospitality and airlines. In more recent times, the TATA Group.s
pioneering spirit has been showcased by companies like TATA Consultancy Services,
India.s first software company, which pioneered the international delivery model, and
TATA Motors, which made India.s first indigenously developed car, the Indica, in 1998 and
recently unveiled the world.s lowest-cost car, the TATA Nano, for commercial launch by
end of 2008.
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The TATA Group has always believed in returning wealth to the society it serves. Two
thirds of the equity of TATA Sons, the TATA Group’s promoter company, is held by
philanthropic trusts which have created national institutions in science and technology,
medical research, social studies and the performing arts. The trusts also provide aid and
assistance to NGOs in the areas of education, healthcare and livelihoods. TATA companies
also extend social welfare activities to communities around their industrial units. The
Going forward, the Group is focusing on new technologies and innovation to drive its
business in India and internationally. The Nano car is one example, as is the Eka
supercomputer (developed by another TATA company), which in 2008 is ranked the world.s
fourth fastest. The Group aims to build a series of world class, world scale businesses in
select sectors. Anchored in India and wedded to its traditional values and strong ethics, the
Group is building a multinational business which will achieve growth through excellence
and innovation, while balancing the interests of its shareholders, its employees and wider
society.
Purpose
At the TATA Group “ our purpose is to improve the quality of life of the communities we
the Group brings a unique set of capabilities. This requires us to grow aggressively in
focused areas of business. Our heritage of returning to society what we earn evokes trust
among consumers, employees, shareholders and the community. This heritage is being
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continuously enriched by the formalization of the high standards of behaviour expected
from employees and companies”. The TATA name is a unique asset representing leadership
with trust. Leveraging this asset to enhance Group synergy and becoming globally
The TATA Group has always sought to be a value-driven organization. These values
continue to direct the Group’s growth and businesses. The five core TATA values
Integrity: We must conduct our business fairly, with honesty and transparency. Everything
Understanding: We must be caring, show respect, compassion and humanity for our
colleagues and customers around the world, and always work for the benefit of the
communities we serve.
Excellence: We must constantly strive to achieve the highest possible standards in our day-
to-day work and in the quality of the goods and services we provide.
Unity: We must work cohesively with our colleagues across the Group and with our
customers and partners around the world, building strong relationships based on tolerance,
and environments in which we work, always ensuring that what comes from the people goes
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• Network: CDMA 2000-1x
TATA Teleservices is part of the INR Rs. 2,51,543 Crore (US$ 62.5 billion) TATA Group,
that has over 80 companies, over 3,30,000 employees and more than 3.2 million
shareholders. With a committed investment of INR 36,000 Crore (US$ 7.5 billion) in
Telecom (FY 2006), the Group has a formidable presence across the telecom value chain.
TATA Teleservices spearheads the Group’s presence in the telecom sector. Incorporated in
1996, TATA Teleservices was the first to launch CDMA mobile services in India with the
Starting with the major acquisition of Hughes Tele.com (India) Limited [now renamed
TATA Teleservices (Maharashtra) Limited] in December 2002 the company swung into an
expansion mode. With the total Investment of Rs 19,924 Crore, TATA Teleservices has
created a Pan India presence spread across 19 circles that includes Andhra Pradesh, Gujarat,
Karnataka, Delhi, Maharashtra, Mumbai, Tamil Nadu, Orissa, Bihar, Rajasthan, Punjab,
Haryana,
Himachal Pradesh, Uttar Pradesh (E), Uttar Pradesh (W), Kerala, Kolkata, Madhya Pradesh
and RoWB.
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Having pioneered the CDMA 1X technology platform in India, TATA Teleservices has
established a robust and reliable 3G ready telecom infrastructure that ensures quality in its
services. It has partnered with Motorola, Ericsson, Lucent and ECI Telecom for the
The company, which heralded convergence technologies in the Indian telecom sector, is
today the market leader in the fixed wireless telephony market with a total customer base of
Desktop Phones, Public Booth Telephony and Wireline services. Other services include
value added services like voice portal, roaming, post-paid Internet services, 3-way
conferencing, group calling, Wi-Fi Internet, USB Modem, data cards, calling card services
Some of the other products launched by the company include prepaid wireless desktop
phones, public phone booths, new mobile handsets and new voice & data services such as
BREW games, Voice Portal, picture messaging, polyphonic ring tones, interactive
TATA Indicom redefined the existing prepaid mobile market in India, by unveiling their
offering . TATA Indicom .Non Stop Mobile. which allows customers to receive free
incoming calls. TATA Teleservices today has India.s largest branded telecom retail chain
and is the first service provider in the country to offer an online channel
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TATA Teleservices has a strong workforce of 6000. In addition, TTSL has created more
than 20,000 jobs, which will include 10,000 indirect jobs through outsourcing of its
manpower needs.
Today, TATA Teleservices Limited along with TATA Teleservices (Maharashtra) Limited
serves over 27 million customers in more than 6000 towns. With an ambitious rollout plan
both within existing circles and across new circles, TATA Teleservices offers worldclass
TATA Indicom has three services Dial up internet, mobile connection, landline connection.
Products / Services
landline from TATA Indicom, provides bundled dialup internet access along with Landline
connection. This dialup internet service is activated by default for on customer’s phone, no
network.. Just connect TATA Indicom mobile phone, using a data cable to PC or Laptop &
get started.TATA Indicom Internet through mobile service offers world-class standards for
• No need to buy an external modem since your existing TATA Indicom mobile phone
has one.
• User can receive and make voice calls when no active data transfer takes place.
Wireless internet it is used with a USB modem, so we can use where ever we go. It provides
Prepaid mobile: In Prepaid service we make an advance payment for the usage i.e. to make
calls and use data services. There are no deposits to be made for STD/ISD. These features
are pre-activated. Also, need not wait for a bill to be generated to know the usage & then
pay accordingly.
Features
• Free SMS
Postpaid mobile: In Postpaid service, the company itself generate the monthly bill to the
customers. TATA Indicom postpaid mobile phone STD call charges are amongst the lowest
in India for distances over 500 km with absolutely no additional-airtime charges Most
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importantly, TATA Indicom postpaid mobile phone offers superior voice clarity,
congestion-free networks, high speed data access, and coverage in over 1000 cities.
Mobile handset: TATA Indicom has the widest range of CDMA Handsets to choose from a
range of the top CDMA mobile handsets from Nokia, Samsung, Motorola, Huawei and
Samsung
Huawei
22
Haier
Haier CG100
Indicom
Aurum
BlackBerry
ZTE
ZTE- CS130
Wireless phones: TATA introduced Walky Talky, are highly economical and easy to use.
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• Receive calls when receiver off-hook (after the alarm period)
• Talk more with 2 hours talk time & 24 hours standby time
• Speaker Phone
• Roam at home
• Save using Group Call across wireline, mobile and wireless phones
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• Avoid suffering dead phones or irritating linesmen
Security Features
Landline phones: TATA Indicom offers instant phone connections. TATA Indicom
Landline Phone services based on the state of the art Optical Fibre Cable-based backbone.
Accurate billing
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TATA indicom have more than 10000 retail outlets in a district. TATA have their own
HNI
BRBU
EBS
CMBU
HNI network is used for selling only postpaid products of TATA Indicom like data cards,
The Enterprise Business Service function drives business growth & customer centricity by
providing telecom related solutions to Corporate Entities. The EBS function also undertakes
customer relationship management and retention along with revenue enhancement and
channel management.
The Branded Retail Business Unit looks after the retail chain of the TATA Indicom
Exclusive stores. Branded retail has a national presence with over 3100 outlets comprising
of 600 TTSL (Company) owned stores and more than 2500 stores in the Franchisee
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format Branded Retail outlets have become the touch points for its customers in more than
The Consumer Market Business Unit (CMBU) deals with the large and dynamic pre-paid
segment of the telecom sector. CMBU has always offered to its customers with innovative
offers like Non Stop Mobile (Lifetime Validity) attractive bundled packages (handsets +
Television advertisement
Handset Upgrade program for all the individual post paid customers.
TATA Indicom products have different pricing strategies. There are two types of pricing
strategies. They are market skimming and market penetration. Skimming means fixing at
high price and selling to those customers who are less price sensitive. Penetration means
fixing at low price initially. TATA Indicom follows their product by fixing the price at
high.ie; market skimming. The price include the hand set and connection charge
Competitors
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rate calls rates rates
CHAPTER III
Research methodology
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RESEARCH METHODOLOGY
making deductions and reaching conclusions; and at last carefully testing the conclusions to
Descriptive research :-
The research study is conducted through descriptive research. Descriptive research design is
a scientific method which involves observing and describing the behavior of a subject
without influencing it in any way or to identify the cause of something that is happening.
For instance, this research could be used in order to find out what age group is buying a
particular Brand of the product, where a company’s market share differs between
conducting the research must comply with strict research requirement in order to obtain the
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4.2 Research design
A research design is the determination and statement of the general research approach or
Sample size
The number of sample is 110 from agra city, which fulfills the requirement. Each
Sampling design
Convenience sampling is used for this study. Convenience sampling is used in exploratory
truth. As the name implies, the sample is selected because they are convenient. This non
probability method is often used during preliminary research efforts to get a gross estimate
of the results, without incurring the cost or time required to select a random sample.
For the accumulation of data the sources were primary and secondary data.
Primary Data:
These data are raw material. They are the measurement observed and recorded as a part of
original study. They are original in character. The investigator or researcher directly collects
this data. The basic form of obtaining this data is by observing and questioning.
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The Primary data was a detailed interview schedule with the help of a detailed
questionnaire. The samples were drawn purposively from various areas for the relevance of
the study. Discussions were held with the general, branch manager and executives of the
Secondary Data:
They are not originally drawn by the researcher as fresh data. These are collected by some
other person for this purpose and published. These types of data can be collected through
various sources.
For this study the secondary data were collected from magazines ,journals , references and
Percentage analysis and statistical tools were used in the study. The statistical tools used for
data analysis are Rank correlation and hypothesis testing. ANOVA and t – test had applied
Rank Correlation =
If Rank Correlation is negative we can say that there is no correlation between the variable,
if rank correlation is positive we can say that there is a relation between the variable, if the
Rank correlation is less than.06 we can say that there is a low degree of relation between the
variable, if rank correlation greater than .06 we can say that there is high degree of relation
betweeRESE n the variables and if Rank Correlation is very nearer to 1 such as .99 we can
say that there is very high degree of relation between the variable.
op
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4.5 Location and Duration of the study
The study was conducted among the consumers of agra District. The duration of the project
• This will helps to identify the customer’s preferences and their complaints towards
the company.
• The study will helps to the company for identifying the customer’s needs and wants.
• Lack of Universal application: - since the study had been conducted only in a
selected region and only in telecom consumers, the applicability of the study in different
• Probability based study: - Study is being done with the aid of Convenience
sampling. Hence the entire customers had not been considered for their feedback and the
• Business of the respondents: - Walk in respondents were busy with their schedule
and hesitate to cooperate with the researcher and because of their rushing to home or office,
they had completed the questionnaire quickly which may yield some inherent errors.
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CHAPTER IV
33
Data Analysis And
Interpretation
Table 5.1
Personal details
Above 2 23 4 25 54 59.4
35
Total 19 33 21 37 110
Interpretation
Majority of the respondents who participated in the survey are unmarried and above 35 age
category. The conducted study had ensured equal participation of males and females.
34
Chart 5.1
Gender
35
Chart 5.1.
Age group
36
Chart 5.1
Marital status
37
Table 5.2
Employment status
38
Age group Employed self empl un emp Employed self empl unemp
Below 25 2 6 1 0 6 3 18 19.8%
25 – 35 7 9 2 4 13 3 38 41.8%
Above 35 8 12 5 8 17 4 54 59.4%
Total 17 27 8 12 36 10 110
Interpretation
Majority of the respondents are self employed and above 35 age category. An equal
proportion of male female respondents of different age groups had participated in the
survey.
Chart 5.2
Employment status
39
40
Table 5.3
110 100%
Yes
No 0 0
Interpretation
From the above data exhibits that the entire participants drawn randomly for survey is
having telecommunication facility and hence the study is giving evidence for 100%
Chart 5.3
41
Table 5.4
Services No : of Percentage
respondents
42
Airtel 31 34%
Aircel 10 11%
TATA
indicom 110 100%
Bsnl 55 60.5%
Idea 21 23%
Vodafone 18 19.8%
Reliance 11 12.1%
Interpretation
Since the survey had been conducted at the TATA Indicom outlet, all the
majority ie; 55(60.5%) had tried BSNL service, 31(34%) had tried Airtel,
21(23%) had tried Idea, 18(19.8%) had tried Vodafone , 11(12.1%) had tried
Chart 5.4
43
Table 5.5
Offers 34 39 14 19 4
44
brand image 12 35 24 22 17
Coverage 109 1
Ads 9 20 25 28 28
advice by friends 11 13 18 42 26
customer service 14 28 28 29 11
Interpretation
The major criteria for deciding the purchase of mobile service for most of the customers
who had surveyed through the questionnaire is maximum network coverage. 67% of the
respondents are looking for offers given by the service provider. Nearly 38% select the
service provider upon the customer service given by them.42% of the respondents select the
service provider upon the company’s brand image. 26% of them choose their service
Chart 5.5
45
Table 5.6
Factors no of Percentage
respondents
offers 32 35.2%
brand image 18 19.8%
Coverage 110 100%
Advertisement 15 16.5%
advice by friends and 19 21%
family
influence of sales 22 24.2%
promotion 46
customer service 16 17.6%
Interpretation
100% of the respondents are considering coverage as the main factor for buying TATA
Indicom service. 32 (35.2%) of them are considering offers for the selection of the service
provider. 22 (24.2%) of them are interested in sales promotion tools like lucky draw contest,
coupons etc by the company. 19(21%) depends on friend’s suggestions.18 (19.8%) of them
are considering brand image of the company. 17% of them are choose the service of TATA
Chart 5.6
47
.
Table 5.7
Interpretation
48
Majority (54%) of the respondents had tried TATA Indicom landline connection because of
the less call rates offered by them. 39.6% of them had tried TATA Indicom Mobile
connection. It includes both prepaid and postpaid services. There are not much users for
internet facility. Only 27.5% of the respondents had tried internet facility.
Chart 5.7
49
Table 5.8
50
Opinion Highly Satisfied Neutral Dissatisfied Not at all
satisfied satisfied
no of
respondents 17 32 19 23 19
Interpretation
49 (45%) respondents are satisfied with the recharge coupons offered by the TATA
Indicom. (38%) of the respondents are not at all satisfied with the recharge coupons offered
by TATA Indicom. So we can say that most of the customers had preferred more offers and
other value added services like SMS offers, less call rates etc.
Chart 5.8
51
Table 5.9
52
Services highly Satisfied neutral Dissatisfied not at all
satisfied satisfied
after sales 21 24 17 42 6
service
Coverage 22 33 25 24 6
Offers 5 20 17 35 33
staff response 8 23 24 30 25
customer 18 21 18 22 31
support
Availability 15 27 28 29 11
Price 11 15 19 39 26
Interpretation
From the study we found that, 48 (44% ) of them are dissatisfied with the after sales services
of the company. 45 (41 %) of the respondents are satisfied with the after sales services of
TATA Indicom. 17 (15 %) of them are neutral in their decision and 55 (50%) are satisfied
with the network coverage of the company and 30 (27%) of them are dissatisfied with the
coverage. Majority of them 68(62%) are not at all satisfied with the offers Only 23 (28%) of
them are satisfied with the offers given by the company. Since the TATA Indicom
customers are not getting the information regarding recharge offers and other value added
services, most of them 55(50%) are not satisfied with the staff response of the company
employees.31(28%) are satisfied with staff response and majority of the respondents.
53(48%) of them are dissatisfied with the customer support. 40(36%) of them are
dissatisfied with the availability of the TATA Indicom services.65(60%) of them are
dissatisfied with the price of the product. The suggestions given by the respondents for
solving their problems are: provide adequate information about offers and other related
services, provide tower to all centers, give adequate training to the employees and provide
recharge vouchers to all retail stores.
53
Chart 5.9
54
Table 5.10
55
Responses No of respondents Percentage
No 0 0%
Interpretation
Since the survey had been conducted among the customers who are cancelled the TATA
Indicom services, all of the respondents had cancelled the service. Because of the various
problems like hand set complaint, billing problem, less offers etc.
56
Chart 5.10
Table 5.11
57
Cancelled services
Interpretation
The survey found that majority ie; 45 (41%) of the customers had cancelled their landline
connection because of various problems like phone set complaints, excess bill amount, after
sales service. And out of 110 customers 41 (37%) of them had cancelled or migrate their
connection from postpaid to prepaid service. 24 (22 %) of them had cancelled internet
facility because of less coverage, low speed of the server, high price for downloading.
Hence we can say that most of the services provided by the TATA is having customer
58
Chart 5.11
59
Table 5.12
Interpretation
The above table shows that 41 (37% ) of the respondents are having the problem of not
getting the bill on time. This is because of either the address change or technical problem.37
(34% ) of them are not having enough coverage in their residential area.16 (15%) of them
are not satisfied with customer service. This is because of the customers are not satisfied
with the employees behavior when they approach for asking any doubts regarding the offers
or other complaints.
60
Chart 5.12
Table 5.13
61
Customer preferred mobile network service for roaming facility
Interpretation
The above table reveals that 30 (28%) of the respondents prefer Airtel service when they are
going outside kerala because they are attracting to the Airtel offers, coverage etc. 29(26% )
of them are prefer BSNL service. This is because of the wide coverage, customer service
and offers.25 (23%) of them are prefer Vodafone services.15 (14%) of them are prefer Idea
service. Least preferred services for roaming are TATA Indicom (7%) and Reliance 4 (4%).
Chart 5.13
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Table 5.14
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Complaint to hand set No of respondents Percentage
Yes 63 57%
No 47 43%
Interpretation
More than half i.e.,57% of the TATA Indicom customers registered hand set complaint.
Because of the battery complaint, key pad complaint, charger complaint. Only 47 (43% ) of
Chart 5.14
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Table 5.15
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Responses Strongly Agree Neutral Disagree Strongly
agree disagree
Cancellation of the 30 31 24 17 8
service
Interpretation
This survey found that more than half of the respondents 61 (55%) reacted in such a way
that they will cancel the services without giving any complaint to the company. 25 (23%) of
them disagreed to the decision of cancelling the services.56 (51%) plan to continue the
TATA Indicom’s service after registering their complaints to the company and 29 (26%) of
them are registered that they will cancel the service after giving the complaint to the
company and 67 (61%) of them disagree to that decision. 33 (30% ) of them responded that
they will discourage others from buying the TATA Indicom’s service.
Chart 5.15
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5.16 STATISTICAL ANALYSIS AND HYPOTHESIS TESTING
5.16.1 Opinion of customers of different age groups against the satisfaction of cost of
HYPOTHESIS
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H0= There is no significant difference between customers of different age group regarding
H1= There is a significant difference between customers of different age group regarding
Since the calculated F – value ( .733 ) is less than table value 2.45 and p – value .571 is
greater sthan .05, the analysis of result is accepting the null hypothesis. I.e.:There is no
significant difference among different age groups regarding their satisfaction of cost of
HYPOTHESIS
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T P values
Sig. (2-tailed)
t (.854 & .856) < 1.6 p (.395 & .394) > .05
Since the ‘t’ values are less than 1.6 (standard table value at 5% significance ) and p values
are greater than .05 ( level of significance ) we accept null hypothesis. Ie: There is no
RANK CORRELATION
Indicom
BSNL 75 1 68 2
Reliance 28 6 59 4
Since the calculated value is greater than 0.6 and very near to 1, there is high degree of
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5.16.4 Relationship between Connection charge and image of the company.
charge
Airtel 58 3 73 1
Aircel 35 6 37 6
Vodafone 38 5 64 3
TATA 69 1 48 5
Indicom
BSNL 62 2 68 2
Reliance 46 4 59 4
Since the calculated value is greater than 0.6 and it is very near to 1, there is High Degree of
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5.16.5 Relationship between quality and image of the company.
Indicom
BSNL 58 3 68 2
Reliance 49 4 59 4
Since the calculated value is greater than 0.6 and it is very near to 1, there is High Degree
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Brands Customer Rank Image Rank
support
Airtel 77 1 73 1
Aircel 29 5 37 6
Vodafone 56 3 64 3
TATA 49 4 48 5
Indicom
BSNL 68 2 68 2
Reliance 38 5 59 4
Since the calculated value is greater than 0.6 and it is very near to 1, there is High Degree of
Indicom
BSNL 45 3 68 2
Reliance 29 6 59 4
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Calculated Rank Correlation is 0.9996
Since the calculated value is greater than 0.6 and it is very near to 1, there is High Degree of
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CHAPTER V
Findings And
Recommendations
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6.1 FINDINGS
2. Majority of the customers had tried BSNL 55(60.5%) service and Airtel 31(34%).
3. According to the survey, the main elements of buying behavior of TATA Indicom
4. Majority (54%) of the respondents had tried TATA Indicom landline connection
39.6% of them had tried Mobile connection, only 27.5% of the respondents were
5. 46.2% of the respondents are not at all satisfied with the recharge coupons offered
by TATA Indicom. 49 (53.9%) respondents are satisfied with the recharge coupons
6. Since the customer service is low,most of them are 48 (52.8% )dissatisfied with the
7. 55 (61%) are satisfied with the network coverage of the company,30 (33%) of them
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9. Most of the customers are not getting the vouchers nearby stores
10. 45 or 50% of the customers are cancelled their landline connection ,41 (45.1%) of
them are cancelled or migrate their connection from postpaid to prepaid service, 24
41 (45.1% ) of the respondents are having the problem of not getting the bill on
time.
37 (40.7% ) of them are not having enough coverage in their residential area.
61 (67.1%) of the respondents are cancelled the services without giving any
56 (61.6%) are continue the TATA Indicom’s service after they are complained to
the company
34(35.3%) of them feels like to cancel the service after giving the complaint to the
company
33 (36.3% ) of them are discourage others to buy the TATA Indicom’s service.
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6.2 SUGGESTIONS
1. Company can decrease call rates to other subscribers for attracting youngsters
2. Voucher card can provide all the retail shops on time for customer convenience.
4. Sales promotion can be more intense, like television ad showing the price, quality, and other
product related details.
5. Even though the company has some offers or other value added services, it can be well
known by the sales people. So it is better to provide adequate training to the sales people.
6. Provide the tower to all centers for avoiding the network problem.
7. To ensure better customer satisfaction & maintain higher level of Customer relationship
management, the billing department has to be more effective & efficient.
8. User manuals and the plan’s pamphlets should be given to the staff for clearing the doubts
of the customers.
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9. The cancellation mainly occurs in landline connection. So the company can take care of the
following services
Billing activities
10. Company can appoint more technicians to all TATA retail True Value hubs to
11. The employees can call back to customers atleast once in a month for getting the
12. Customers are demanding for affordable price for product and gifts with purchasing.
13. Majority of the customers are not satisfied with the recharge coupons offering by the
company. So the company can increase the talk time to all recharge coupons.
14. Customer relationship managers can keep the records of update details regarding the
customer’s address change for sending the postpaid billing charges to avoid delay of
payment.
15. All the TATA Indicom retail hubs can have the complaint grievance box for customers.
16. Employees can inform customer complaint on time to the head of the department.
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CONCLUSION
India has a mere 1.2 telephones for every 100 of its people. This is way below international
standards and is not becoming of a country aspiring to be major player in the global
economy of the 21st century. This means that opportunities for investment in this sector are
immense. Basic voice service is the biggest market. Installation of around 25 million direct
Due to the growing need for mobile phones, it’s no wonder that service providers are going
all out to capture, as much market space as they can. As the number of mobile phone users
are estimated to rise to about 120 million by 2008,it’s not surprising that most of the leading
service providers in India have started branding and marketing their services more
aggressively.
The conducted study try to examine the market mindset towards one of the major player in
the telecom sector. The selected company for the study is TATA indicom which is having a
reputation in the market. This study had examined customer evaluation about the tele
services provided by the company. It also investigates the major reasons behind cancellation
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The customers are not satisfied with services because of the low quality; high price,
The main reasons for cancellation of the services were: - coverage problem,
customer service, billing complaint shows the negative impressions to the company.
The researcher got an exposure to the real situations of telecom market world and reactions
to the customers and enable to understand the customer reactions while they are undergoing
dissatisfaction of services. To the marketer, the present study is a market reflection about the
services offered. This will give him an insight into the customer problems, he has to settle at
the earliest, which will help him to expand his market and improve his image.
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BIBILIOGRAPHY
2. Philip Kotler and Kevin Lane Keller (2005), Marketing Management Twelfth
3. Liu, Vol 4, (2002) Factors affecting the brand decision in the mobile phone
4. Martin Tina; Sam Manaberi, Vol 2 [2005] consumer buying behavior, Indian
Journals
5. Jim Blythe (1999) The Essence of Consumer Behaviour , Prentice Hall PTR
6. The ICFAI Journals of Service Marketing (March 2008) Vol. 6,No.1, pp. 40 – 50,
India.
membership and service experiences for customer retention and value, Journals of the
10. Sharma N, Sharp A,(1999), the impact of communication effectivenss and service
Marketing Management.
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