Marketing Research

Report On Sample Survey of Airtel with the Help of

Structured Questionnaire

15/02/2010

Rajashree Vare
S.Y.BMS
MS 252

Submitted to: Prof. Mrs. Purvi Karia

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Table Of Content:

No. Topic/ Content Page No.

1 Introduction 03

2 Company Profile 04

3 Product Profile 05

4 Objective Of The Study 07

5 Research Methodology 09

6 Data Analysis & Interpretation 12

7 Findings & Suggestions 19-20

8 Annexure : Sample Questionnaire 21

9 Bibliography 25

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INTRODUCTION

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

Telecommunication sector in India can be divided into two segments: Fixed

Service Provider (FSPs), and Cellular Services. Fixed line services consist of basic
services, national or domestic long distance and international long distance
services. The state operators (BSNL and MTNL), account for almost 90 per cent of
revenues from basic services. Private sector services are presently available in
selective urban areas, and collectively account for less than 5 per cent of
subscriptions. However, private services focus on the business/corporate sector,
and offer reliable, high- end services, such as leased lines, ISDN, closed user group
and videoconferencing.

Cellular services can be further divided into two categories: Global System for
Mobile Communications (GSM) and Code Division Multiple Access (CDMA).
The GSM sector is dominated by Airtel, Vodafone-Hutch, and Idea Cellular, while
the CDMA sector is dominated by Reliance and Tata Indicom. Opening up of
international and domestic long distance telephony services are the major growth
drivers for cellular industry. Cellular operators get substantial revenue from these
services, and compensate them for reduction in tariffs on airtime, which along with
rental was the main source of revenue. The reduction in tariffs for airtime, national
long distance, international long distance, and handset prices has driven demand.

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Company Profile:
About Bharti Airtel Limited:

Bharti Airtel Limited, a group company of Bharti Enterprises, is India’s leading

integrated telecom services provider with an aggregate of 62 million customers.
Bharti Airtel has been rated among the best performing Companies in the world in
the Business Week IT 100. 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 53,000 kms covering
all the major cities in the country. The company has two International landing
stations in Chennai that connects two submarine cables Systems - i2i to Singapore
and SEA-ME-WE-4 to Europe.

Vision:-
By 2010 Airtel will be the most admirable brand in India.

 Loved by more customers

 Targeted by top talent
 Benchmarked by more businesses

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Product Profile:
Normal plan:

 My Plan – 299

 249 Delight

 Supersaver 399

 399 full value

 All-in-one 699

 1299 pack

 2499 pack

 125 pack (for government employee)

Corporate plan:

 CUG-EMI-249

 CUG-249 (R1)

 CUG- 249 AES

 CUG Gold- 299

 CUG platinum- 399

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Toppings Available

 Local Mobile pack

 Local Airtel pack

 Local Landline pack

 Night pack

 STD pack

 Local SMS pack

 Local + National SMS pack

 International pack

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Objective of the study

• Creating an awareness to Airtel postpaid customers about the facilities in

postpaid connections.

• Analyzing the problem faced by postpaid customers.

• Collecting the data bases of different age group of customers interested in

different types of toppings offer.

• Motivating the customers to take postpaid connections.

• Analyzing which postpaid plan is more used by customers.

• Analyzing which type of topping is more used by customers.

• Analyzing the satisfaction level of customer towards postpaid connection.

Scope of the study:

The study is conducted on AIRTEL postpaid user at “AIRTEL RELATIONSHIP

CENTER”. The study is confined to the area of Hyderabad and Secunderabad.

The size of the sample was: 300

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LIMITATIONS

The present study is subjected to following LIMITATIONS.

1. Method of data collection was through personal interview and therefore

bias becomes a major limitation.

2. Due to the time constraints all the customers were not covered.

3. The sample was restricted to 300 customers, which may restrict the scope
and completion of study.

4. The scope of study is restricted only to the twin cities of Hyderabad and
Secunderabad.

5. Owing to their pre occupation some customers were unable to answer the
complete questionnaire.

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RESEARCH METHODOLOGY

MARKETING RESEARCH

Definition of marketing research is approved by the board of the American

Marketing Association (AMA) is:

“Marketing research is the functions which links the customer and public
To marketer through information used to identity and define marketing
Opportunities and problems; generate define and evaluate, marketing
Actions, monitor marketing performance, and improve understanding of
Marketing as a process”.

Simply, marketing research is the systematic design, collection, analysis and

Reporting of the data findings relevant to a specific marketing situation facing the
company. Careful planning through all stages of the research is a necessity.

Objectivity in research is all- important. The heart of the scientific method is

The objective gathering and analysis of the information.

The function of marketing research within a company is to provide the

Information and analytical inputs necessary for effective.

• Planning of future marketing activity.

• Control of marketing operations in the present.

• Evaluation of marketing results.

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Steps in Marketing Research Process

Marketing Research Process can be carried out through the following steps:

Define the problem and research objectives

Develop the research plan

Collect the information

Analysis and interpretations

Present the findings

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RESEARCH METHODOLOGY

The respondents are the mobile postpaid connection holder with Airtel’s toppings
facilities.
 The survey was carried in twin cities of Hyderabad and Secunderabad
with the sample size of 300.

 The survey was carried out with the help of a structured questionnaire,
which helps in accomplishing the research objectives.

 The respondents by means of personal interview administer this structured

ended questionnaire.

 The Questionnaire was a structured questionnaire. It means it included all

open ended as well as close ended questions. The questionnaire also
included the multiple choice questions at some places.

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DATA ANALYSIS
&
INTERPRETATION

The study found that most of the customers (40%) having Supersaver – 399 plan.
My plan 299 - (20%), 249 delight- (10%) & others (30%) It is shown in the above
bar diagram.

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The study found that most of the customers paid their bill through cash (45%) &
credit cards (35%) respectively. And the rest, cheque (18%) & Internet banking
(2%)

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The survey found that most of the customers have taken STD pack (65%). It is
shown in the above pie diagram.

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The survey concluded that most of the customers (70%) have faced their Problems
towards bill payment in counter. 20%, 7% & 3% are those who never receive bill
on time, wrongly charged & never get the bill.

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The interesting observation of this survey is the sales of the toppings were
increasing regularly. It reveals that popularity of toppings was increasing through
sales. These are the data of only one AIRTEL RELATIONSHIP CENTER.

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In the survey it was found that most of the customer’s view towards Airtel Postpaid
connections & toppings are Good (50%) & Excellent (25%). But Airtel must take
care towards unsatisfied customers (5%), if they want to stay at top.

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In survey it was observed that (50%) of the customers are constantly buying
Postpaid connections for the past two years, 35% between 1to2 years, and 10%
between 6months to 1 year and 5% less than 6 months. The survey indicates good
consistency level & commitment of the customers.

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FINDINGS

1. Customers are satisfied with various plans.

2. It was observed that most of the customers expressed their unhappiness

over billing services. Either they were wrongly charged or they never
received bills on time.

3. Senior citizens are very particular about rentals.

4. Through my survey, I came to know that most of the customers are

satisfied with our plans and toppings.

5. Through my survey I observed that most of the customers are using STD
pack.

6. I observed that most of the customers are using supersaver-399 plan.

7. I observed that most of the customers like Airtel advertisement and

punch-line.

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SUGGESTIONS

1. To ensure better customer satisfaction & maintain higher level of

Customer relationship management, the billing department has to be
more effective & efficient.

2. To retain existing customers means offering the best scheme. This

Would automatically attract new customers. Airtel need not spend on
advertisement to attract new customers.

3. Airtel should continue to offer the best toppings to stay at the top.

4. There should be no compromise in quality and the network facility.

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QUESTIONNAIRE

Title: Customer Satisfaction on Airtel Mobile postpaid & Toppings offer

(A) Customer Name :

(B) Age :

(C) Mobile No. :

(D) Occupation : Self Employed [ ]

Government Employee [ ]

Non Government Employee [ ]

Student [ ]

Others [ ]

(E) Income per month : Less than Rs 5,000 [ ]

Rs 5001 to 10,000 [ ]

Rs 10,001 to Rs 20,000 [ ]

Above Rs 20,000 [ ]

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1. Which plan you are using?

(a) My plan-299 (b) 249 Delight
[ ]
(c) Supersaver-399 (d) Others

2. What do you think before taking the connections?

(a) Rental (b) Brand Value
[ ]
(c) Network coverage (d) All of these

3. How long have you been using Airtel postpaid connection?

(a) Less than 6 Months (b) 6 months to 1 year

[ ]
(c) 1 to 2 years (d) More than 2 years

4. How you pay your bill?

(a) By Cash (b) By Cheque

[ ]
(c) By Credit card (d) By Internet Banking

5. Mostly where do you pay your bill?

(a) Airtel Relationship Center (b) E-seva

[ ]
(c) Drop Box

6. Which type of problem you are facing in postpaid connection?

(a) Bill payment (b) Never get bill on time

[ ]
(c) Wrongly charged (d) Never get bill

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7. Are you satisfied with Airtel call center executives?

(a) Excellent (b) Good

[ ]
(c) Satisfied (d) Unsatisfied

8. Are you satisfied with Airtel floor executives?

(a) Excellent (b) Good

[ ]
(c) Satisfied (d) Unsatisfied

9. Are you aware of various toppings offer of Airtel?

(a) Yes (b) some what

[ ]
(c) No

10. Which topping you normally use?

(a) STD pack (b) Local Mobile pack

[ ]
(c) Local SMS pack (d) others

12. Do you know about Airtel Night pack topping?

(a) Yes (b) No

[ ]
(c) Not heard

13. Do you know about International topping?

(a) Yes (b) No

[ ]
(c) Not heard

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14. Are you satisfied with Airtel toppings?

(a) Excellent (b) Good

[ ]
(c) Satisfied (d) Unsatisfied

15. Which company’s advertisement and punch lines you like most?

(a) Airtel [Barriers break when people talk ~ Express yourself]

(b) BSNL [BSNL, Best hai Mere liye]

(c) Idea [An Idea can change your life] [ ]

(d) Reliance [One nation one tariff]

(e) Tata Indicom [ Do more live more]

16. Overall Satisfaction on postpaid connection

(a) Excellent

(b) Good

(c) Satisfied

(d) Unsatisfied

17. Would you like to give your suggestions to improve the satisfaction level
of customer?

(a) Yes [ ] (b) No [ ]

If yes specify your suggestions:

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Bibliography

 www.google.com
 www.airtel.com
 www.bhartiairtel.com

Thank you…

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