A Study On Impact of Marketing Strategy On Consumer Behavior With Reference To Aircel

A STUDY ON IMPACT OF MARKETING STRATEGY ON CONSUMER BEHAVIOR WITH REFERENCE TO AIRCEL
By JEEVANANTHAM M Reg. No. 1016301 Of SRI SAI RAM INSTITUTE OF TECHNOLOGY
A PROJECT REPORT Submitted to the faculty of Management Studies In partial fulfillment of the requirements
For the award of the degree of
MASTER OF BUSINESS ADMINISTRATION ANNA UNIVERSITY OF TECHNOLOGY CHENNAI 600 113 AUGUST 2011
BONAFIDE CERTIFICATE
This is to certify that summer project report title A STUDY ON IMPACT OF MARKETING STRATEGY ON CONSUMER BEHAVIOR WITH REFERENCE TO AIRCEL is the bonafide work of JEEVANANTHAM M (Reg. No. 1016301) carried out the research under my supervision. Certified further, that the best of my knowledge the work reported here is done not part of any other project report or dissertation on the basis of which a degree or award was conferred on earlier occasion on this or any other candidate.
GUDIE SENTHILNATHAN. C.R.
HOD SELVAKUMAR. V
DECLARATION
I, JEEVANANTHAM.M, hereby declare that the summer training report, entitled A STUDY ON IMPACT OF MARKETING STRATEGY ON CONSUMER BEHAVIOR WITH REFERENCE TO AIRCEL, submitted to the Anna University of Technology Chennai in Partial fulfillment of the requirement for the award of the degree of MASTER OF BUSINESS ADMINISTRATION is record of original and independent research work done by me during July 2011 to August 2011 under the supervision and guidance of Mr. C.R. Senthilnathan, Assistant Professor, Department of Management Studies, and it has not formed the basis for the degree or other similar title to any candidate of any University.
JEEVANANATHAM M
ABSTRACT
The project has been undertaken with a view to study consumer behavior with reference to AIRCEL, leading mobile provider. This study is intended to help AIRCEL decide upon the steps to be taken care for marketing strategy so that the growth of the company keeps on improving. Also assess the factors responsible for customer service in AIRCEL. Primary data have been used for analysis. However, secondary source have yielded preliminary information. I have used random sampling for our project survey. Care was taken that the respondents were as diversified as possible. A sample size of 200 respondents was taken from various places in Madurai city. Research conducted was descriptive in nature. Descriptive research helped us to develop the concept to clearly establish priorities, to divulge adequate information which helps us in decision making and thus essential for making the study a success. A structured questionnaire was used to obtain required information and to assess the customer satisfaction level, Consumer behavior and to find the ways through which the company can come up to the expectation of customer so that the optimum satisfaction level can be achieved. The statistical tools used for research are chi-square test and percentage analysis. Based on these tests analyses were made and findings, suggestions were given.
ACKNOWLEDGEMENT I have deep urge to record my gratitude of the helping hands, since helping hands constitute to the successful completion of my research work. First and foremost, I sincerely thank My Parents for their cooperation, encouragement and helping hands. I am grateful to God Almighty who has showered His blessings on us without whom the training would not have been a successful one. I am indebted to our chairman MJF. LN. LEO MUTHU, for providing excellent environment and infrastructure at SRI SAI RAM INSTITUTE OF TECHNOLOGY, Chennai. I express my heartfelt gratitude to our Principal Dr. K. PALANI KUMAR, Director Prof. V.R. RAJAMANICKAM, who has provided all the required facilities to do this project. I dedicate my thanks and highly indebted to my guide Mr. C.R. SENTHILNATHAN, Associate Professor, and all other faculty members of Department of Management Studies, for their constant encouragement and invaluable guidance throughout my study. I also thank Dr. K. MARAN, Director, Department of Management Studies, for extending his help whenever needed and would like to thank our Head of Department Mr. V. SELVAKUMAR, for his continuous support throughout this project. I wish to express my deep gratitude and sincere thanks to Mr. Kalyan Krishnan, Mr. Chetan Kumar, Mr. Ravi Sankar, AIRCEL LTD, MADURAI, for his invaluable help, untiring patience, timely suggestion, and constant encouragement throughout the project work. Last but not least, I also extend my hearty thanks to the Respondents, My friends and other Good Heartens for helping me directly or indirectly in the fruitful completion of my project. JEEVANANTHAM M
TABLE OF CONTENTS
ABSTRACT ACKNOWLEDGEMENT LIST OF TABLES LIST OF FIGURES
i ii v ix
CHAPTER
TITLE 1. INTRODUCTION 1.1 Industry profile 1.2 Company profile 1.3 Problem Statement 1.4 Need and significance of study 1.5 Scope of the study 1.6 Objectives of the study 1.7 Review of literature
PAGE NO 1 7 13 16 17 18 19 20 22 22 22 22 22 23 23 24 27 28 83 83 90
1.8 Research methodology 1.8.1 Research Design 1.8.2 Sample area 1.8.3 Sample size 1.8.4 Sampling design 1.8.5 Research Instrument 1.8.6 Data collection method 1.8.7 Statistical Tools 1.9 Limitations 2. DATA ANALYSIS & INTERPRETATION 2.1 Percentage Analysis
II
2.2 Statistical Analysis 2.2.1 Chi Square Test 2.2.2 Friedman Test
3. SUMMARY OF FINDINGS
III
3.1 Findings 3.2 Suggestions 3.3 Conclusion APPENDIX REFERENCES QUESTIONNAIRE
92 95 96 97 98
LIST OF TABLES
S.NO 2.1.1 2.1.2 2.1.3 2.1.4 2.1.5 2.1.6 2.1.7 2.1.8 2.1.9 2.1.10 2.1.11 2.1.12 2.1.13 2.1.14 Gender of the respondents Age of the respondents
TITLE
PAGE NO 28 29 30 31 32 33 34 35 36 37 38 39 40 41
Qualification of the respondents Occupation of the respondents Type of mobile service Service provider for the respondents Years if using service provider by the Respondents Way by which service provider is chosen Expenditure for Mobile Recharge or Mobile Bill Likeness features in Aircel Preference in Aircel Connection Satisfaction level of Aircel Rate cutters Services used in Aircel Pocket Internet Services used in Aircel Blyk on Aircel
2.1.15 2.1.16 2.1.17 2.1.18 2.1.19 2.1.20 2.1.21 2.1.22 2.1.23 2.1.24 2.1.25 2.1.26 2.1.27 2.1.28 2.1.29 2.1.30
Services used in Aircel Dialer Tune Services used in Aircel 3G Services used in Aircel Missed call Services used in Aircel SMS Pack Services used in Aircel Rate Cutters Services used in Aircel Nothing Problems faced in Aircel - Network Coverage Problems faced in Aircel - Value Added Services Problems faced in Aircel - Network Clarity Problems faced in Aircel - Changing Tariff Problems faced in Aircel - Customer Service Satisfaction with Customer Care service Likeness of Ads by Respondents Services used other than call Rating of Network Providers - Aircel Rating of Network Providers - Airtel
42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57
2.1.31 2.1.32 2.1.33 2.1.34 2.1.35 2.1.36 2.1.37 2.1.38 2.1.39 2.1.40 2.1.41 2.1.42 2.1.43 2.1.44 2.1.45 2.1.46
Rating of Network Providers - Vodafone Rating of Network Providers - TATA Docomo Rating of Network Providers - Reliance Rating of Network Providers - MTS Rating of Network Providers - BSNL Rating of 3G Service Aircel Rating of 3G Service Airtel Rating of 3G Service Vodafone Rating of 3G Service TATA Docomo Rating of 3G Service Reliance Rating of 3G Service BSNL Awareness of Aircel Dongle Awareness of iPhone Awareness of Blackberry Awareness of Other Handset offers Rating of Data cards - Aircel
58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73
2.1.47 2.1.48 2.1.49 2.1.50 2.1.51 2.1.52 2.1.53 2.1.54 2.1.55 2.1.56
Rating of Data cards - Airtel Rating of Data cards - Vodafone Rating of Data cards TATA Docomo or TATA Photon Rating of Data cards - Reliance Rating of Data cards - MTS Rating of Data cards - BSNL Likeness to change service provider Reason to change the Service Provider Change of Service Provider Reason for non use of the Aircel services
74 75 76 77 78 79 80 81 82 83
LIST OF FIGURES
S.NO 2.1.1 2.1.2 2.1.3 2.1.4 2.1.5 2.1.6 2.1.7 2.1.8 2.1.9 2.1.10 2.1.11 2.1.12 2.1.13 2.1.14 Gender of the respondents Age of the respondents
TITLE
PAGE NO 28 29 30 31 32 33 34 35 36 37 38 39 40 41
Qualification of the respondents Occupation of the respondents Type of mobile service Service provider for the respondents Years if using service provider by the Respondents Way by which service provider is chosen Expenditure for Mobile Recharge or Mobile Bill Likeness features in Aircel Preference in Aircel Connection Satisfaction level of Aircel Rate cutters Services used in Aircel Pocket Internet Services used in Aircel Blyk on Aircel
2.1.15 2.1.16 2.1.17 2.1.18 2.1.19 2.1.20 2.1.21 2.1.22 2.1.23 2.1.24 2.1.25 2.1.26 2.1.27 2.1.28 2.1.29 2.1.30
Services used in Aircel Dialer Tune Services used in Aircel 3G Services used in Aircel Missed call Services used in Aircel SMS Pack Services used in Aircel Rate Cutters Services used in Aircel Nothing Problems faced in Aircel - Network Coverage Problems faced in Aircel - Value Added Services Problems faced in Aircel - Network Clarity Problems faced in Aircel - Changing Tariff Problems faced in Aircel - Customer Service Satisfaction with Customer Care service Likeness of Ads by Respondents Services used other than call Rating of Network Providers - Aircel Rating of Network Providers - Airtel
42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57
2.1.31 2.1.32 2.1.33 2.1.34 2.1.35 2.1.36 2.1.37 2.1.38 2.1.39 2.1.40 2.1.41 2.1.42 2.1.43 2.1.44 2.1.45 2.1.46
Rating of Network Providers - Vodafone Rating of Network Providers - TATA Docomo Rating of Network Providers - Reliance Rating of Network Providers - MTS Rating of Network Providers - BSNL Rating of 3G Service Aircel Rating of 3G Service Airtel Rating of 3G Service Vodafone Rating of 3G Service TATA Docomo Rating of 3G Service Reliance Rating of 3G Service BSNL Awareness of Aircel Dongle Awareness of iPhone Awareness of Blackberry Awareness of Other Handset offers Rating of Data cards - Aircel
58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73
2.1.47 2.1.48 2.1.49 2.1.50 2.1.51 2.1.52 2.1.53 2.1.54 2.1.55 2.1.56
Rating of Data cards - Airtel Rating of Data cards - Vodafone Rating of Data cards TATA Docomo or TATA Photon Rating of Data cards - Reliance Rating of Data cards - MTS Rating of Data cards - BSNL Likeness to change service provider Reason to change the Service Provider Change of Service Provider Reason for non use of the Aircel services
74 75 76 77 78 79 80 81 82 83
CHAPTER - I INTRODUCTION
CHAPTER -I 1. INTRODUCTION Introduction: The Indian telecommunication markets since the beginning of the 1997s has brought about significant changes in the communication industry. The mobile telephone market has changed dramatically over the past 5-6 years in INDIA. Mobiles have become so popular that many people use their handset as their only phone and rarely use a landline. Consumer Behaviour and Related concepts Consumer behaviour is the study of when, why, how, and where people do or do not buy a product. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. Customer behaviour study is based on consumer buying behaviour, with the customer playing the three distinct roles of user, payer and buyer. Relationship marketing is an influential asset for customer behaviour analysis as it has a keen interest in the re-discovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer. A greater importance is also placed on consumer retention, customer relationship management, personalisation, customisation and one-to-one marketing. Social functions can be categorized into social choice and welfare functions.
Each method for vote counting is assumed as social function but if Arrows possibility theorem is used for a social function, social welfare function is achieved. Some specifications of the social functions are ecisiveness, neutrality, anonymity, monotonicity, unanimity, homogeneity and weak and strong Pareto optimality. No social choice function meets these requirements in an ordinal scale simultaneously. The most important characteristic of a social function is identification of the interactive effect of alternatives and creating a logical relation with the ranks. Marketing provides services in order to satisfy customers. With that in mind, the productive system is considered from its beginning at the production level, to the end of the cycle, the consumer (Kioumarsi et al., 2009). The study of consumer behaviour focuses on how individuals make decisions to spend their available resources (time, money, efforts) on consumption related items. That includes what they buy, why they buy it, when they buy it, where they buy it, how often they buy it, and how often they use it. There are a number of reasons for researching for consumer behaviour like segmentation, target market selection, positioning, and product/service decision, pricing decision, distribution and promotion decision. Model of consumer decision making process is helpful to understand the consumer behaviour. It shows how the external and internal factors influence the consumer attitude formation and attitude change. The model reflects cognitive (or problem solving) consumer and, to some degree emotional consumer. Consumer Satisfaction Consumer satisfaction and acceptance are often considered in the literature to be closely linked yet these are distinct concepts. Satisfaction is the fulfillment and gratification of the need for a stated good or service, here, water.
Consumer Acceptance Acceptance describes consumer willingness to receive and/or to tolerate. For example, a customer might accept the occurrence of a certain number of yearly supply interruptions given a certain price. Consumer acceptance and satisfaction are related, as the first is a precursor of the latter. However, despite the fact that satisfaction and acceptance can be thought of as lying on a continuum, acceptance does not automatically lead to satisfaction. Weighing needs or preferences against provided product or service attributes results in the balance of satisfaction pointing in a negative or positive direction, depending on whether interests are conflicting or corresponding. This determines the way in which people evaluate companies' or utilities' performance. Only when a consumer's needs for a stated good or service are met, i.e. when the service provided corresponds with their preferences, will they feel satisfied. Customer satisfaction can be enhanced when their needs are met (in terms of both quality and quantity) and accord with their preferences. At the other end of this dimension, where the service provided conflicts with the prevailing needs or preferences, customers may experience feelings of dissatisfaction. Acceptance is also used in the literature to mean an affirmative answer to a proposal. The distinction is subtle but there are occasions where consumers might not agree to a proposal yet accept the subsequent service in the sense of tolerating it. Consumer Concerns These are expressed anxieties or unease over an object broadly defined (e.g. discoloured tap water or a proposal to change the water pricing structure). Consumer Preferences This is used primarily to mean an option that has the greatest anticipated value among a number of options. This is an economic definition and does not tap into 'wishes' or `dreams' (for e.g. that safe drinking water was free, that there should be world peace) but for all practical purposes is an appropriate definition. Preference and 4
acceptance can in certain circumstances mean the same thing but it is useful to keep the distinction in mind with preference tending to indicate choices among neutral or more valued options with acceptance indicating a willingness to tolerate the status quo or some less desirable option. Consumer Expectations The distinction between expectations and preferences is often blurred though the concepts are distinct. Expectation is used in three slightly differing senses in the literature. One is the act of expecting or looking forward a belief about what will happen in the future. Most consumers in Europe expect that clean and safe water will come out of their taps the next time they turn them on. A related but more technical use of expectation is to denote a more formal estimation of the probability of an event occurring. These first two definitions can be distinguished from preference in that preferences refer to some desired state and, as in the above definition, imply that more than one state is possible and that there are some options. Unfortunately expectation is also used more loosely to mean a requirement or demand for something and in this sense is a kind of strong preference. When reading the literature it is important to ascertain which definition is being used. Consumer Awareness Consumer awareness is the level of knowledge about, in this case, water which includes the water company, regulatory framework, supply system and service, or the water itself. In most research the adequacy or otherwise of this awareness is anchored against the service provider or regulator's perspective on the supply. Where consumer awareness does not equate with this industry perspective this is often termed a consumer (mis)perception. However, it should be noted that there is a distinction between holding factually incorrect knowledge about the supply system (for e.g. that the water comes from a river when it comes from an aquifer) and differing perspectives on, say, the safety of the supply. In the latter example assessments of safety are judgements made under uncertainty about the future and thus have a legitimately contestable truth status. What is acceptably safe is a matter of judgment 5
(potentially based on 'good science' but a judgment under uncertainty nonetheless) and may or may not be a 'mis-perception'; Risk Perception This is a term used rather loosely in the literature to mean the level of risk associated with exposure to a hazard. Unfortunately a 'risk' is often used to mean the specific hazard itself rather than a formal risk which is a combined assessment of the likelihood and magnitude of harm that may occur as a result of exposure to the hazard. In section 3 we discuss this concept further. Consumer Attitudes An attitude is a positive or negative evaluation of a social object or action. A 'social object' in the present context might mean the water company, water regulations, supply system and service, or the water itself. Many theories of attitudes (e.g. the wellknown theory of planned behaviour, Ajzen, 1985) have attitude as a factor involved in determining behavioral choices however there is considerable continuing debate about when, and in what circumstances, attitudes are important determinants of behaviour. An attitude toward something should thus not be taken to imply that attitude- consistent behaviour will automatically follow. Consumers and the Public While discussing definitional clarity it is worth acknowledging that 'the consumer' is not a representative of a single homogeneous group, 'the public'. Social scientists prefer to use the term 'publics' to reflect the idea that not all members of 'the public' share the same goals and values nor have the same relative power status within any society. A crude example we will return to later is that the poor/unemployed are unable to pay for some services and it would be a mistake to ignore the importance of this different status when studying preferences. In the case of water consumption, all 6
members of the population have to consume water from some source but some are the direct payers of water bills (customers), some pay indirectly (e.g. those living in care homes, or some forms of rented accommodation) and others are dependents of customers. These differing groups will have differing relationships with suppliers and may well have different preference.
1.1 INDUSTRY PROFILE MOBILE INDUSTRY IN INDIA History of Indian Telecommunications Started in 1851 when the first operational land lines were laid by the government near Calcutta (seat of British power). Telephone services were introduced in India in 1881. In 1883 telephone services were merged with the postal system. Indian Radio Telegraph Company (IRT) was formed in 1923. After independence in 1947, all the foreign telecommunication companies were nationalized to form the Posts, Telephone and Telegraph (PTT), a monopoly run by the government's Ministry of Communications. Telecom sector was considered as a strategic service and the government considered it best to bring under state's control. The first wind of reforms in telecommunications sector began to flow in 1980s when the private sector was allowed in telecommunications equipment manufacturing. In 1985, Department of Telecommunications (DOT) was established. It was an exclusive provider of domestic and long-distance service that would be its own regulator (separate from the postal system). In 1986, two wholly government-owned companies were created: The Videsh Sanchar Nigam Limited (VSNL) for international telecommunications and Mahanagar Telephone Nigam Limited (MTNL) for service in metropolitan areas. In 1990s, telecommunications sector benefited from the general opening up of the economy. Also, examples of telecom revolution in many other countries, which resulted in better quality of service and lower tariffs, led Indian policy makers to initiate a change process finally resulting in opening up of telecom services sector for the private sector. National Telecom Policy (NTP) 1994 was the first attempt to give a comprehensive roadmap for the Indian telecommunications sector. In 1997, Telecom Regulatory Authority of India (TRAI) was created. TRAI was formed to act as a regulator to facilitate the growth of the telecom sector. New National Telecom Policy was adopted in 1999 and cellular services were also launched in the same year. 8
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, Vodfone, Idea Cellular and Aircel, 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. Issues and Challenges of telecom industry There are various issues surrounding the telecom Industry which pose challenges for the Industry. These issues arise out of various policy announcements by the regulator which has resulted in increased competition between the players? If we take a closer look at the issues and challenges, a majority of them revolve around the most important resource in the telecom Industry- SPECTRUM. Spectrum is a range of electromagnetic radio frequencies used for transmission of voice, data and images.
Telecom operators send and receive frequencies to enable communication between two phones. Enhancement of subscriber criteria for allocation of additional 2G spectrum the controversy began when TRAI and DOTs technical advisory board raised the bar on the minimum subscriber norms for operators to qualify for additional spectrum. The new subscriber norms were around three times higher than the existing ones. This move was challenged by GSM operators in the telecom tribunal. DoT then referred the matter to its technical arm, Telecom Engineering Centre (TEC), which in its report recommended that the allocation norms should be hiked between 2-15 times depending on the circle. The Cellular Operators Association Of India, the body representing all GSM players, said that it would fle yet another petition with the telecom tribunal challenging the TEC report. Access licence made technology neutral the Govt also permitted existing universal access service licencees to offer wireless services using either GSM or CDMA technology. This decision paved way for existing CDMA operators to provide GSM-based services and vice-versa, subject to the availability of spectrum and payment of the prescribed fees. 3G spectrum auction to be open to all in another move, the government announced that 3G spectrum would be auctioned, which would be open to all. This means that both existing operators and new entrants, whether owned by domestic entrepreneurs or foreign companies such as AT&T and Deutsche Telekom, who currently do not have presence in India, would be eligible to bid for 3G spectrum. This view is in contradiction with the Bharti Airtel Ltd and others we expect the mobile subscriber base for the industry to reach 366 mn by 2012 from 166 mn as on 2007 Telecom Regulatory Authority of Indias (TRAI) recommendation of allocating 3G spectrum only to existing service licencees. Mobile Number Portability (MNP) from last quarter of 2008 furthermore, to reduce entry barriers and increase competition, the Govt. has decided to implement Mobile Number Portability (MNP) in a phased manner. MNP would give subscribers the freedom to change their existing wireless operator while retaining the same number. To begin with, MNP would be implemented in the four metros of Mumbai, Chennai, Delhi, and Kolkatta during the last quarter of 2008.
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Classification of Telecommunication services: Basic services Cellular services Internet Service Provider (ISP) The telecom commission was set up by the government of INDIA& notification dated 11 Apirl 1989 with admistrative & financial power of government deal with various aspect of telecommunication. The entry of private sector in the provision of telecom service a need was full to have an independent regulatory body the above requirement was indicated in the guideline issue for entry of private sector in basic telecom service. In 1997 telecom regulation act India was established in pursuance which was act of parliaments to regulate the service or it amended by act 2000. Mobiles have become so popular that many people use their handset as their only phone and rarely use a landline. The de regulation in the INDIA telecommunication markets since the beginning of the 1997s has brought about significant changes in the communication industry. Price competition and newly created services the telecommunication industry has become the largest industry. In recent year, adoption of mobile phone has been exceptionally rapid in many part of the world and especially in INDIA; mobile phones are almost as common as wrist watch
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Industry Analysis Top 10 mobile Countries

-
www.telecomindiaonline.com Rank 1 2 3 4 5 6 7 8 9 10 Operator Subscribers China India US Russia Brazil Indonesia Japan Germany Pakistan Italy 730 488.4 276 197 159.61 144.64 113.75 107.19 95.55 89.43 Month October October June June June March August June July June
Top 10 Mobile Countires Subscribers (in Millons)

4% 5% 6% 7% 8% 12% 20% 30% 4% 4% China India US Russia Brazil Indonesia Japan Germany Pakistan Italy
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List of Mobile Service Providers and their Market Shares S.No Operator 1 Bharti Airtel 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Reliance Communications Vodafone BSNL Tata Teleservices Idea Aircel Unitech Loop Sistema MTNL Videocon Stel Etisalat HFCL Infotel All India Top 10 Mobile Service Providers in India 1 2 3 4 5 6 7 8 9 Bharti Airtel Vodafone Idea BSNL Aircel Tata Serviceable Reliance Communications MTNL Unitech Subscriber base Market Share 146,293,078 21.34% 119,351,438 118,038,438 80,739,935 80,817,298 76,023,551 47,519,629 13,748,300 3,009,445 7,121,765 5,342,039 5,616,152 1,867,060 70,829 1,132,477 706,691,164 17.37% 17.08% 11.31% 11.47% 10.84% 6.64% 1.05% 0.45% 0.86% 0.81% 0.43% 0.22% 0.01% 0.13% 100.00%
10 Loop 13
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1.2 COMPANY PROFILE The Aircel Group is a joint venture between Maxis Communications Berhad of Malaysia and Apollo Hospital Enterprise Ltd of India, with Maxis Communications holding a majority stake of 74%. Aircel commenced operations in 1999 and became the leading mobile operator in Tamil Nadu within 18 months. In December 2003, it launched commercially in Chennai and quickly established itself as a market leader a position it has held since. Aircel began its outward expansion in 2005 and met with unprecedented success in the Eastern frontier circles. It emerged a market leader in Assam and in the North Eastern provinces within 18 months of operations. During this period; the company gained a foothold in 9 circles. The Company has currently gained a momentum in the space of telecom in India post the allocation of additional spectrum by the Department of Telecom, Govt. of India for 13 new circles across India. These include Delhi (Metro), Mumbai (Metro), Andhra Pradesh, Gujarat, Haryana, Karnataka, Kerala, Madhya Pradesh, Maharashtra & Goa, Rajasthan, Punjab, UP (West) and UP (East). Aircel has won many awards and recognitions. Voice and Data gave Aircel the highest rating for overall customer satisfaction and network quality in 2006. Aircel emerged as the top mid-size utility company in Business worlds List of Best Mid-Size Companies in 2007. Additionally, Tele.net recognised Aircel as the best regional operator in 2008.With over 15 million customers in the country, Aircel, the fastest growing telecom company in India, has revved up plans to become a full-fledged national operator. Financial and Operational Performance Aircels contribution to Maxis overall revenue in the first quarter has gone up sharply to 15% as against 10% in the previous quarters, while the contribution to EBITDA went up to 9% as against 7% a few quarters ago, Maxis said in a communication to investors recently. In value, Aircel contributed RM 320 million (close to Rs 390 crore) to the groups turnover of RM 2,157 million (Rs 2,600 crore) in the quarter as against RM 29 million (Rs 38 crore) ie more than 10 times over the previous quarter. Similarly, Aircels contribution on EBITDA was around RM102 million (close to Rs 122 crore) as against groups EBITDA of RM 1,082 million (Rs 15
1,300 crore), Maxis pointed out. The Indian arm was key to this increase in the groups both revenue and EBITDA, the company said further. Company Strategy Aircel entered the mobile market in 1999 and became the leading mobile company in TamilNadu. The operator has a presence in all four metro circles in India. The operator is expanding its business and increasing market share through a combination of growth by increasing capacity on its networks in Chennai, Andhra acquisition as well as network investment. Aircel is currently Pradesh and Karnataka, while also rolling out new networks in West Bengal and western Uttar Pradesh. Products and Services Aircel provides 2G services & 3G services using digital GSM technology. We offer GSM voice and data services in all of the regions in which we currently operate. In addition to basic mobile voice telephony services, we offer a wide range of valueadded and data services. These include voicemail, dual SIM card capabilities, missed-call alerts, SMS, GPRS services and e-mail services. Aircel has roaming arrangements with some 250 international and 46 domestic operators Aircel currently offers GSM services across 22 circles including the nine circles in India. It offers pre- and post-paid voice, MMS and internet access services. August 1999: Aircel commenced its own market from TamilNadu and all of its 2G businesses and by the end of 2005; it captures most of the market of India. July 2004: The operator launched EDGE services and began talks with TV channels over content streaming July 2005: Aircel launched services in most over part of India.
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March 2007: It has been named the 'Most Respected Telecom Company', the 'Best Mobile Service in the country', and the 'Most Creative and Most Effective Advertiser of the Year'. It now has operations in 22 circles accounting for 70% of Indias mobile customer base. Awards and achievements Awarded in No. 1 in Customer satisfaction and networking 2006. Best Mid-size companies in the Year- 2007 Best Continued Campaign Aircel. TM - ABBY Awards Added Punjab, Haryana, Rajasthan and UP (East) circles to India operations Acquired ADIL, with operations in Rajastan, UP East and Haryana Indias most admired Telecom Company' - Business World IMRB NFO MBL Best Performer in Customer Satisfaction. Won auction for licenses to operate GSM services in Karnataka, Andhra Pradesh and Chennai Best Regional Operator in India in year-2008.
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1.3 PROBLEM STATEMENT The company has more opportunity to capture the market. The cellular service industry is more competitive than ever before. There is a need to identify the gap between consumer behavior and company marketing strategy. The findings of this study will be important to understand the consumer attitude, habits, opinion and their beliefs towards the product, and the behavior towards the company marketing efforts. The result of the study will help to make a suitable recommendation for cover the gap between consumer behavior and the company marketing efforts.
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1.4 NEED AND SIGNIFICANCE OF STUDY Understanding consumer behavior and knowing customers is never simple.
Customers may say one thing but do another. They may not be in touch with their deeper motivations. Consumers have more power then ever before. Consumers have access more information than ever before. There are a number of reasons for researching of consumer behaviour like
segmentation, target market selection, positioning, and product/service decision, pricing decision, distribution and promotion decision.
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1.5 SCOPE OF THE STUDY In recent year, adoption of mobile phone has been exceptionally rapid in many part of the world and especially in India mobile phones are almost as common as wrist watch. The Indian telecommunications market is characterized by a small number of large players and a much more sizeable number of small companies. The mobile industry has become more competitive. It is necessary to identify the consumer attitude & behavior towards product and what do they want or needed. The study will be focused on the consumer behavior & company marketing strategy towards cellular services. The findings of the research will be helpful to identifying the consumer attitude, behavior, habits to buy a mobile phone and company practicing. The result of the study will be important to make a marketing strategy for the future customers to fulfill the company objective.
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1.6 OBJECTIVES OF THE STUDY Objective is to study the consumer behavior towards cellular service. This project report has been formulated with specialty of behavioral analysis of consumer. By throwing light on their need for communication, effort has been put on deriving there response towards communication and its various standards. The aim of project has been to sort out basic things that consumer seeks while asking new Telecom connection and promising things of Telecom that makes them reliable consumer.
Objectives
To study the problems faced by the respondents with Aircel. To study customer satisfaction level on Aircel marketing strategy. To find out the consumer preferences. To analyses the level of awareness about Aircel product & services. To study sales, promotion advertisement of Aircel. To make a suggestions in findings of the study.
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1.7 REVIEW OF LITERATURE
1. According to Rice (1993), perception is the initiator of behaviour. It can also be seen as a process of information extraction. Perception is the process by which an individual selects, organizes, and interprets information inputs to create a meaningful picture (Kotler, 2000). Different people tend to perceive quite differently even when they are exposed to the same reality. A set of factors, e.g. individual responses, determine an individuals perception process and lead to individual differences. The most important is that peoples perceptions are often more important than the reality in marketing (Kotler, 2000). 2. According to Thorelli et al (1975), the prospective buyer possesses a certain stock of cognitive content, including his own personality or self-concept, attitudes and opinions both in general and on specific products, and stored information and past experience. This stock has been formed as a result of his interaction with his environment over time, and it will help determine the environment in which he places himself in the future as well as influence his perceptions of that environment. This stage consists of the physical and cognitive activities involved in comparing alternatives on the basis of information gathered from external search above. 3. The study of customer behaviour provides a sound basis for identifying and understanding the factors that influence consumers purchase on line. Schiffman and Kanuk (2000) state that the behaviour that consumers display in searching, purchasing, and evaluating products/services is those that they expect to fulfill their needs.
4. According to Kotler (2000), the consumer arrives at attitudes toward the various
brands through an attribute evaluation procedure and most buyers consider several attributes in their purchase decision. These attributes used by consumers for evaluation are also called choice criteria.
5. Jobber (2001) has made a good summary of these choice criteria. In fact, consumers
attempt to optimize the trade-off between product benefits, product costs, the desired personal utilities and other variables.
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1.8 RESEARCH METHODOLOGY It is a way to systematically solve the research problem. It may be understood as a science of studying how research is done scientifically. In it we study the various steps that are generally adopted by researchers, in studying our research problem along with the logic behind it. It is essential for the researchers to know not only the research method technique but also the methodology. 1.8.1 Research Design: A research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure. Descriptive research is used in the preparation of the project. There is some point and facts which were not found earlier. Hence field study research is used. A descriptive research technique is also used as we again worked upon those facts which were earlier found by some other. Our studies were completely descriptive and field study research. 1.8.2 Sample area: Madurai city 1.8.3 Sample size: 200 Consumers 1.8.4 Sampling design: The sampling design selected for this study is convenience sampling. Convenience sampling: Convenience sampling is method in which samples are drawn at the convenience of the researcher.
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1.8.5 Research Instrument: The research instrument used for collecting data is a structured questionnaire. Type of questions: Closed questions: 22 Open ended questions: 2 1.8.6 Data collection method: Primary Data Primary data generally means those raw data or data structures that are collected first hand and have not any previous meaningful interpretation. For our Summer Internship Project Report, We have collected such primary data through face to face interview method with the help of questionnaire. Through: Questionnaire, Personal interview. Secondary Data Secondary data is also used to find some facts regarding company through Internet, Journals, Books, and Newspapers. Through: Companies website, Internet. TOOLS USED For the project study the tools adopted is questionnaire having five point scale type questions in which it is measured as Excellent, Very Good, Good, Bad, Very Bad. And Yes or No type of questions also included also used another five point scale that as highly Satisfied, Satisfied, Neutral, Dissatisfied, and Highly Dissatisfied. The questionnaire is closeend and open-end in which Rating scale Semantic differential are used. Also one open-end question is asked. In which consumer can directly express their expectation or suggestions to the company.
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1.8.7 Statistical Tools The chi-square test (Snedecor and Cochran, 1989) is used to test if a sample of data came from a population with a specific distribution. An attractive feature of the chi-square goodness-of-fit test is that it can be applied to any univariate distribution for which you can calculate the cumulative distribution function. The chi-square goodness-of-fit test is applied to binned data (i.e., data put into classes). This is actually not a restriction since for non-binned data you can simply calculate a histogram or frequency table before generating the chi-square test. However, the value of the chi-square test statistic is dependent on how the data is binned The chi-square test is defined for the hypothesis: Ho: Ha: Test Statistic: The data follow a specified distribution. The data do not follow the specified distribution. For the chi-square goodness-of-fit computation, the data are divided into k bins and the test statistic is defined as
= ( )
=
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Friedman test The Friedman test is a non-parametric statistical test developed by the U.S. economist
Milton Friedman. Similar to the parametric repeated measures ANOVA, it is used to detect differences in treatments across multiple test attempts. The procedure involves ranking each row (or block) together, then considering the values of ranks by columns. Applicable to complete block designs, it is thus a special case of the Durbin test. Classic examples of use are:
n wine judges each rate k different wines. Are any wines ranked consistently higher or lower than the others? n wines are each rated by k different judges. Are the judges' ratings consistent with each other? n welders each use k welding torches, and the ensuing welds were rated on quality. Do any of the torches produce consistently better or worse welds?
The Friedman test is used for one-way repeated measures analysis of variance by ranks. In its use of ranks it is similar to the Kruskal-Wallis one-way analysis of variance by ranks. Friedman test is widely supported by many statistical software packages. 1. Given data , that is, a tableau with n rows (the blocks), k columns (the treatments) and a single observation at the intersection of each block and treatment, calculate the ranks within each block. If there are tied values, assign to each tied value the average of the ranks that would have been assigned without ties. Replace the data with a new tableau 2. Find the values: where the entry r ij is the rank of x ij within block i.
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3. The test statistic is given by
. Note that the value of Q as computed above
does not need to be adjusted for tied values in the data. 4. Finally, when n or k is large (i.e. n > 15 or k > 4), the probability distribution of Q can be approximated by that of a chi-square distribution. In this case the p-value is given by . If n or k is small, the approximation to chi-square becomes poor
and the p-value should be obtained from tables of Q specially prepared for the Friedman test. If the p-value is significant, appropriate post-hoc multiple comparisons tests would be performed.
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1.9 LIMITATIONS Due to financial situation of the research, the time frames for completion and the sampling constraints the following are identified: Financial constraints: Financial constraints meant that the study could not be conducted on a State scale. Time constraints: The study has strict deadline which had to be met in order to fulfill the completion requirement. If there were no time limit and financial constraints, or time frame in which to complete the study, the researcher would done a national level survey in order to get a more effective sample of the population.
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CHAPTER II DATA ANALYSIS AND INTERPRETATION
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CHAPTER II 2. DATA ANALYSIS AND INTERPRETATION 2.1 PERCENTAGE ANALYSIS
Table no: 2.1.1 Gender of the respondents:
Gender Male Female Total
No of Respondents 133 67 200
Percentage of Respondents 66.5 33.5 100
Figure no: 2.1.1 Gender of the respondents:
Gender of the Respondents
34% Male Female 66%
Interpretation: It has been identified from the above the table that (66.5%) of respondents were males and 33.5% were females.
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Table no: 2.1.2 Age of the respondents:
Age Below 20 21 30 31- 40 41 - 50 Above 50 Total
No. of Respondents 37 117 28 10 8 200
Percentage of Respondents 18.5 58.5 14.0 5.0 4.0 100.0
Figure no: 2.1.2 Age of the respondents:
Age of the Respondents

117
37
28 10 8 Above 50
Below 20
21 30
31- 40
41 - 50
Interpretation: From the table shows that majority (58.5%) of the respondents are between the age group of 21-30, 18.5% are the age of below 20, 14% of the respondents are between the age 31-40, 4% of the respondents are 41-50, 4% of the candidates are more than 50 years.
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Table no: 2.1.3 Qualification of the respondents:
Qualification SSLC HSC University Graduate Post Graduate Others Total
Figure no: 2.1.3 Qualification of the respondents:
Qualification of the Respondents

90 80 70 No. of Respondents 60 50 40 30 20 10 0 SSLC No. of Respondents 17 HSC 26 University Graduate 79 Post Graduate 68 Others 10
Interpretation: It has been identified from the above the table that (39.5%) of the respondents qualification were University Graduate, 34% of candidates qualification were Post Graduate, 18.5% of respondents were have HSC qualification, 8.5% of respondents have SSLC qualification, and 5% of respondents only uneducated. 32
Table no: 2.1.4 Occupation of the respondents:
Occupation Govt. Employee Professional Business Student Unemployed Others Total
No. of Respondents 18 13 34 115 4 16 200
Percentage of Respondents 9.0 6.5 17.0 57.5 2.0 8.0 100.0
Figure no: 2.1.4 Occupation of the respondents:
Occupation of the respondents Others Govt. Employee Professtional 8% 9% Unemloyed 6% 2% Business 17% Student 58%
Interpretation: Out of the 200 respondents 115 respondents are student. 17% of the respondents are doing Business. 9% of the respondents are Govt. Employees. 6.5% of the respondents are professionals. 8% of the respondents are comes under Others Category. Others include house wife, Stock market etc. Only 2% of the respondents are unemployed.
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Table no: 2.1.5 Type of mobile service:
Connection Mode Post Paid Prepaid Total
No. of Respondents 39 161 200
Percentage of Respondents 19.5 80.5 100.0
Figure no: 2.1.5 Type of mobile service:
Type of mobile service

161
39
Post Paid
Prepaid
Interpretation: It has been identified from above the table that 80.5% of the respondents are using prepaid mobile service and remaining 19.5 % of the respondents are using postpaid.
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Table no: 2.1.6 Service provider for the respondents: Service Provider Aircel Airtel Vodafone TATA Docomo Reliance BSNL Total No. of Respondents 143 66 18 18 12 17 274 Percentage of Respondents 52.2 24.1 6.6 6.6 4.4 6.2 100.0
Figure no: 2.1.6 Service provider for the respondents:
Service provider for the respondents

160 140 120 100 80 60 40 20 0 Aircel Airtel Vodafone TATA Docomo Reliance
Interpretation: It has been identified from the above table that 52.2% of the respondents are using Aircel. 24.1% of the respondents are using Airtel. 6.6% of the respondents are using Vodafone, TATA Docomo. 6.2% of the respondents are using BSNL. Only 4.4% of the respondents are using Reliance.
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Table no: 2.1.7 Years if using service provider by the Respondents:
Years of Using 1 2 3 4 5 6 7 8 9 10 12 15 Total
No. of Respondents 20 33 25 19 40 19 17 9 2 14 1 1 200
Percentage of Respondents 10.0 16.5 12.5 9.5 20.0 9.5 8.5 4.5 1.0 7.0 .5 .5 100.0
Figure no: 2.1.7 Years if using service provider by the Respondents:
Interpretation: It has been identified that majority 20% of the respondents are using their service provider past 5 Years. 36
Table no: 2.1.8 Way by which service provider is chosen:
Method of choosing Reference Prior Experience Network Provide clear voice Excellent Service Price promise Availability Others Total
No. of Respondents 49 17 59 1 34 16 15 9 200
Percentage of Respondents 24.5 8.5 29.5 .5 17.0 8.0 7.5 4.5 100.0
Figure no: 2.1.8 Way by which service provider is chosen:
Way by which service provider is chosen

Reference Excellent Service Prior Experience Price promise Network Availability Provide clear voice Others
8% 17%
8%
5%
24% 8% 29%
1%
Interpretation: From the above table it has been identified that majority 29.5% of the respondents are said that they chosen their service provider by Network. 24.5% of the respondents are said that they chosen by Reference. 37
Table no: 2.1.9 Expenditure for Mobile Recharge or Mobile Bill (Per Month):
Amount Below 200 201 - 300 501 - 800 801 - 1000 Above 1000 Total
Figure no: 2.1.9 Expenditure for Mobile Recharge or Mobile Bill (Per Month):
Expenditure for Mobile Recharge or Mobile Bill (Per Month)

80 70 60 50 40 30 20 10 0 Below 200 201 - 300 501 - 800 801 - 1000 Above 1000
Interpretation: It has been identified that majority 37.5% of the respondents are spending below Rs. 200 for monthly mobile recharge or mobile bill. 37% of the respondents are spending Rs. 201 to Rs. 300 for monthly mobile recharge or mobile bill.
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Table no: 2.1.10 Likeness features in Aircel:
Features of Aircel Pocket Internet 3G SMS Pack VAS Nothing Total
Figure no: 2.1.10 Likeness features in Aircel:
Likeness features in Aircel

Nothing VAS SMS Pack 3G Pocket Internet 0 10 Pocket Internet No. of Respondents 57 20 3G 32 30 SMS Pack 10 40 VAS 6 50 Nothing 38 60
Interpretation: It has been identified that majority 39.9% of the respondents are like Aircels Pocket Internet. 26.6% of the respondents are dont like any features in Aircel.
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Table no: 2.1.11 Preference in Aircel Connection:
Preference Low Call rate Full Take time Nothing Total
No. of Respondents 69 65 9 143
Percentage of Respondents 48.3 45.5 6.3 100.0
Figure no: 2.1.11 Preference in Aircel Connection:
Preference in Aircel Connection
69
65
9 Low Call rate Full Take time Nothing
Interpretation: From the above table it has been identified that majority 48.3% of the respondents are prefers Low Call Rate in Aircel connection.
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Table no: 2.1.12 Satisfaction level of Aircel Rate cutters:
Satisfaction level Very dissatisfied Dissatisfied Neutral Satisfied Very Satisfied Total
Figure no: 2.1.12 Satisfaction level of Aircel Rate cutters:
Satisfaction level of Aircel Rate cutters

50 45 40 35 30 25 20 15 10 5 0 Very dissatisfied Dissatisfied Neutral Satisfied Very Satisfied
No. of Respondents
Interpretation: It has been identified that only 9.1% of the respondents are Very Satisfied with Aircel Rate Cutters. Majority 32.9% of the respondents are Satisfied with Aircel Rate Cutters.
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Table no: 2.1.13 Services used in Aircel Pocket Internet:
Response No Yes Total
Figure no: 2.1.13 Services used in Aircel Pocket Internet:
Services used in Aircel Pocket Internet
36% 64%
No Yes
Interpretation: It has been identified that majority 63.6% of the respondents are does not using the Pocket Internet Service.
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Table no: 2.1.14 Services used in Aircel Blyk on Aircel:
Figure no: 2.1.14 Services used in Aircel Blyk on Aircel:
Services used in Aircel Blyk on Aircel

11%
No Yes 89%
Interpretation: From the above table has been identified that only 11.2% of the respondents are using the Blyk on Aircel service.
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Table no: 2.1.15 Services used in Aircel Dialer Tune:
Figure no: 2.1.15 Services used in Aircel Dialer Tune:
Services used in Aircel Dialer Tune
15%
No Yes 85%
Interpretation: From the above table has been identified that only 14.7% of the respondents are using the Dialer Tune service.
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Table no: 2.1.16 Services used in Aircel 3G:
Figure no: 2.1.16 Services used in Aircel 3G:
Services used in Aircel 3G

10%
No Yes 90%
Interpretation: From the above table has been identified that only 9.8% of the respondents are using the 3G service in Aircel.
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Table no: 2.1.17 Services used in Aircel Missed call:
Figure no: 2.1.17 Services used in Aircel Missed call:
Services used in Aircel Missed call

No Yes
13%
87%
Interpretation: From the above table has been identified that only 13.3% of the respondents are using the Missed Call Alert service.
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Table no: 2.1.18 Services used in Aircel SMS Pack:
Figure no: 2.1.18 Services used in Aircel SMS Pack:
Services used in Aircel SMS Pack

No Yes
47% 53%
Interpretation: From the above table has been identified that majority 46.9% of the respondents are using the SMS Pack service. In all above services Aircel customers are using SMS Pack Service mostly.
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Table no: 2.1.19 Services used in Aircel Rate Cutters:
Figure no: 2.1.19 Services used in Aircel Rate Cutters:
Services used in Aircel Rate Cutters

No Yes
34% 66%
Interpretation: From the above table has been identified that 33.6% of the respondents are using the Rate Cutters. After SMS Pack service most of the customers are using Rate Cutters.
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Table no: 2.1.20 Services used in Aircel Nothing:
Figure no: 2.1.20 Services used in Aircel Nothing:
Services used in Aircel Nothing

No Yes
12%
88%
Interpretation: From the above table has been identified that only 11.9% of the respondents are not using any of the Aircel service.
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Table no: 2.1.21 Problems faced in Aircel - Network Coverage:
Satisfaction Level Highly Dissatisfied Dissatisfied Neutral Satisfied Highly Satisfied Total
Figure no: 2.1.21 Problems faced in Aircel - Network Coverage:
Problems faced in Aircel - Network Coverage

6% 15% Highly Dissatisfied Dissatisfied 14% 52% Neutral Satisfied Highly Satisfied
13%
Interpretation: From the above table has been identified that majority 51.7% of the respondents are Satisfied with Aircels Network Coverage. Only 5.6% of the respondents are Highly Dissatisfied with Aircels Network Coverage.
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Table no: 2.1.22 Problems faced in Aircel - Value Added Services:
Figure no: 2.1.22 Problems faced in Aircel - Value Added Services:
Problems faced in Aircel - Value Added Services

6% 24% 23% Highly Dissatisfied Dissatisfied Neutral Satisfied 19% 28% Highly Satisfied
Interpretation: From the above table has been identified that 28% of the respondents are Dissatisfied with Unnecessary VAS Activation. Only 6.3% of the respondents are not affected by Unnecessary VAS Activation.
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Table no: 2.1.23 Problems faced in Aircel - Network Clarity:
Figure no: 2.1.23 Problems faced in Aircel - Network Clarity:
Problems faced in Aircel - Network Clarity

Highly Dissatisfied Dissatisfied Neutral 4% 20% 15% Satisfied Highly Satisfied
22% 39%
Interpretation: From the above table has been identified that majority 39.2% of the respondents are Satisfied with Aircels Network Clarity. Only 3.5% of the respondents are Highly Dissatisfied with Aircels Network Clarity.
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Table no: 2.1.24 Problems faced in Aircel - Changing Tariff:
Figure no: 2.1.24 Problems faced in Aircel - Changing Tariff:
Problems faced in Aircel - Changing Tariff

Highly Dissatisfied Dissatisfied Neutral Satisfied Highly Satisfied
5% 20% 19%
19% 37%
Interpretation: From the above table has been identified that majority 37.1% of the respondents are Neutral Level Satisfaction with Aircels Tariff Changing. Only 4.9% of the respondents are Highly Dissatisfied with Changing Tariff.
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Table no: 2.1.25 Problems faced in Aircel - Customer Service:
Figure no: 2.1.25 Problems faced in Aircel - Customer Service:
Problems faced in Aircel - Customer Service

Highly Dissatisfied Dissatisfied Neutral Satisfied Highly Satisfied
9%
16%
34%
21%
20%
Interpretation: From the above table has been identified that majority 34.3% of the respondents are Satisfied with Aircels Customer Service. Only 9.1% of the respondents are Highly Satisfied with Aircels Customer Service.
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Table no: 2.1.26 Satisfaction with Customer Care service:
Response Yes No Total
Figure no: 2.1.26 Satisfaction with Customer Care service:
Satisfaction with Customer Care service
87 56
Yes
No
Interpretation: It has been identified that majority 60.8% of the respondents are Satisfied with Aircels Customer Care service.
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Table no: 2.1.27 Likeness of Ads by Respondents:
Types of Ads TV Commercials Print ads Internet Radio Bill Boards Total
Figure no: 2.1.27 Likeness of Ads by Respondents:
Likeness of Ads by Respondents

150 100 50 0
Interpretation: From the above table it has been identified that majority 54% of the respondents are like TV Commercial Ads. Only 6% of the respondents are like Bill Boards.
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Table no: 2.1.28 Services used other than call:
Services SMS MMS Internet Games Downloading Others (Only Call) Total
Figure no: 2.1.28 Services used other than call:
Services used other than call

SMS MMS 4% Internet Games Downloading Others
8%
9% 13% 28%
51%
15%
Interpretation: It has been identified that majority 51.5% of the respondents are using the SMS Service other than Call. 15% of the respondents are using mobile only for Calling.
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Table no: 2.1.29 Rating of Network Providers - Aircel:
Rating Very Bad Bad Good Very Good Excellent Total
Figure no: 2.1.29 Rating of Network Providers - Aircel:
Rating of Network Providers - Aircel

90 80 70 60 50 40 30 20 10 0 Very Bad Bad Good Very Good Excellent
Interpretation: From the above table we interpret that 42.5% of the respondents have rated Aircel Network as Good. 27% of the respondents have rated Aircel Network as Very Good.
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Table no: 2.1.30 Rating of Network Providers - Airtel:
Figure no: 2.1.30 Rating of Network Providers - Airtel:
Rating of Network Providers - Airtel

120 100 80 60 40 20 0 Very Bad Bad Good Very Good Excellent
Interpretation: From the above table we interpret that 52.5% of the respondents have rated Airtel Network as Very Good. 22.5% of the respondents have rated Airtel Network as Excellent.
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Table no: 2.1.31 Rating of Network Providers - Vodafone:
Figure no: 2.1.31 Rating of Network Providers - Vodafone:
Rating of Network Providers - Vodafone

100 90 80 70 60 50 40 30 20 10 0 Very Bad Bad Good Very Good Excellent No. of Respondents
Interpretation: From the above table we interpret that 47% of the respondents have rated Vodafone Network as Good. 20% of the respondents have rated Vodafone Network as Very Good.
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Table no: 2.1.32 Rating of Network Providers - TATA Docomo:
Figure no: 2.1.32 Rating of Network Providers - TATA Docomo:
Rating of Network Providers - TATA Docomo

80 70 60 50 40 30 20 10 0
No. of Respondents
Interpretation: From the above table we interpret that 38% of the respondents have rated TATA Docomo Network as Good. 32.5% of the respondents have rated TATA Docomo Network as Bad.
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Table no: 2.1.33 Rating of Network Providers - Reliance:
Figure no: 2.1.23 Rating of Network Providers - Reliance:
Rating of Network Providers - Reliance

100 90 80 70 60 50 40 30 20 10 0 Very Bad Bad Good Very Good Excellent
Interpretation: From the above table we interpret that majority 45% of the respondents have rated Reliance Network as Bad. Only 2% of the respondents have rated Reliance Network as Excellent.
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Table no: 2.1.34 Rating of Network Providers - MTS:
Figure no: 2.1.34 Rating of Network Providers - MTS:
Rating of Network Providers - MTS

80 70 60 50 40 30 20 10 0 Very Bad Bad Good
Very Good
Excellent
Interpretation: From the above table we interpret that 40% of the respondents have rated MTS Network as Bad. 24.5% of the respondents have rated MTS Network as Very Bad.
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Table no: 2.1.35 Rating of Network Providers - BSNL:
Figure no: 2.1.35 Rating of Network Providers - BSNL:
Rating of Network Providers - BSNL

80 70 60 50 40 30 20 10 0 Very Bad Bad Good
Very Good
Excellent
Interpretation: From the above table we interpret that majority 40% of the respondents have rated BSNL Network as Very Bad. 25% of the respondents have rated BSNL Network as Bad.
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Table no: 2.1.36 Rating of 3G Service Aircel:
Figure no: 2.1.36 Rating of 3G Service Aircel:
Rating of 3G Service Aircel

80 70 60 50 40 30 20 10 0 Very Bad Bad Good Very Good Excellent No. of Respondents
Interpretation: It has been identified that majority 38% of the respondents have rated Aircels 3G service as Good.
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Table no: 2.1.37 Rating of 3G Service Airtel:
Figure no: 2.1.37 Rating of 3G Service Airtel:
Rating of 3G Service Airtel

Excellent Very Good Good Bad Very Bad 0 10 20 30 40 50 60 70 80
Interpretation: It has been identified that majority 36.5% of the respondents have rated Airtels 3G services as Very Good. 35.5% of the respondents have rated Airtels 3G services as Excellent.
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Table no: 2.1.38 Rating of 3G Service Vodafone:
Figure no: 2.1.38 Rating of 3G Service Vodafone:
Rating of 3G Service Vodafone

Excellent Very Good Good Bad Very Bad 0 10 20 30 40 50 60 70 80 90
Interpretation: It has been identified that majority 38.5% of the respondents have rated Vodafones 3G service as Excellent. 31.5% of the respondents have rated Vodafones 3G service as Very Good.
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Table no: 2.1.39 Rating of 3G Service TATA Docomo:
Figure no: 2.1.39 Rating of 3G Service TATA Docomo:
Rating of 3G Service TATA Docomo

Excellent Very Good Good Bad Very Bad 0 20 40 60 80 100
No. of Respondents
Interpretation: It has been identified that majority 46% of the respondents have rated TATA Docomos 3G service as Good. 30% of the respondents have rated TATA Docomos 3g service as Bad.
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Table no: 2.1.40 Rating of 3G Service Reliance:
Figure no: 2.1.40 Rating of 3G Service Reliance:
Rating of 3G Service Reliance

Excellent Very Good Good Bad Very Bad 0 10 20 30 40 50 60 70 80
Interpretation: It has been identified that majority 37% of the respondents have rated Reliances 3G service as Bad. 22.5% of the respondents have rated Reliances 3G services as Very Bad.
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Table no: 2.1.41 Rating of 3G Service BSNL:
Figure no: 2.1.41 Rating of 3G Service BSNL:
Rating of 3G Service BSNL

Excellent Very Good Good Bad Very Bad 0 10 20 30 40 50 60 70 80 90
Interpretation: It has been identified that majority 40% of the respondents have rated BSNLs 3G service as Bad. 18.5% of the respondents have rated BSNLs 3G services as Good.
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Table no: 2.1.42 Awareness of Aircel Dongle:
Figure no: 2.1.42 Awareness of Aircel Dongle:
Awareness of Aircel Dongle
40% 60%
Yes No
Interpretation: From the above table it has been identified that majority 60% of the respondents are not aware about Aircel Dongle Product.
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Table no: 2.1.43 Awareness of iPhone:
Figure no: 2.1.43 Awareness of iPhone:
Awareness of iPhone
42% Yes 58% No
Interpretation: From the above table it has been identified that majority 58% of the respondents are aware about Apple iPhone from Aircel.
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Table no: 2.1.44 Awareness of Blackberry:
Rating Yes No Total
Figure no: 2.1.44 Awareness of Blackberry:
Awareness of Blackberry
26% Yes No 74%
Interpretation: From the above table it has been identified that majority 74% of the respondents are not aware about Blackberry from Aircel.
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Table no: 2.1.45 Awareness of Other Handset offers:
Figure no: 2.1.45 Awareness of Other Handset offers:
Awareness of Other Handset offers
21%
Yes No
79%
Interpretation: From the above table it has been identified that only 21% of the respondents are aware about Other Handset offers from Aircel.
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Table no: 2.1.46 Rating of Data cards - Aircel:
Figure no: 2.1.46 Rating of Data cards - Aircel:
Rating of Data cards - Aircel

4% 41% Very Bad Bad Good Very Good 22% Excellent
20%
13%
Interpretation: From the above table it has been identified that majority 35% of the respondents are rated the Aircels Data Card as Good. 31.3% of the respondents are rated the Aircels Data Card as Excellent.
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Table no: 2.1.47 Rating of Data cards - Airtel:
Percentage of Respondents 0 7.5 21.3 47.5 23.8 100.0
Figure no: 2.1.47 Rating of Data cards - Airtel:
Rating of Data cards - Airtel

0% 24% 7% 21% Very Bad Bad Good Very Good 48% Excellent
Interpretation: From the above table it has been identified that majority 47.5% of the respondents are rated the Airtels Data Card as Very Good. 23.8% of the respondents are rated the Airtels Data Card as Excellent.
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Table no: 2.1.48 Rating of Data cards - Vodafone:
Figure no: 2.1.48 Rating of Data cards - Vodafone:
Very Bad 0%
Rating of Data cards - Vodafone

Excellent 10% Bad 19%
Very Good 17%
Good 54%
Interpretation: From the above table it has been identified that majority 54% of the respondents are rated the Vodafones Data Card as Good. 18.8% of the respondents are rated the Vodafones Data Card as Bad.
77
Table no: 2.1.49 Rating of Data cards TATA Docomo or TATA Photon:
Figure no: 2.1.49 Rating of Data cards TATA Docomo or TATA Photon:
No. of Respondents
0% 15% 48% 20% Very Bad Bad Good 17% Very Good Excellent
Interpretation: From the above table it has been identified that majority 47.5% of the respondents are rated the TATA Docomo or TATA Photons Data Card as Excellent.
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Table no: 2.1.50 Rating of Data cards - Reliance:
Figure no: 2.1.50 Rating of Data cards - Reliance:
Rating of Data cards - Reliance

14% 11% 41% 26% 8% Very Bad Bad Good Very Good Excellent
Interpretation: From the above table it has been identified that majority 41.3% of the respondents are rated the Reliances Data Card as Bad. 26.3% of the respondents are rated the Reliances Data Card as Good.
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Table no: 2.1.51 Rating of Data cards - MTS:
Figure no: 2.1.51 Rating of Data cards - MTS:
Rating of Data cards - MTS

4% 21% 20% Very Bad Bad 19% 36% Good Very Good Excellent
Interpretation: From the above table it has been identified that majority 36.3% of the respondents are rated the MTSs Data Card as Very Good. 21.3% of the respondents are rated the MTSs Data Card as Excellent.
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Table no: 2.1.52 Rating of Data cards - BSNL:
Figure no: 2.1.52 Rating of Data cards - BSNL:
Rating of Data cards - BSNL

4% 20%
41%
Very Bad Bad Good Very Good
13%
22%
Excellent
Interpretation: From the above table it has been identified that majority 41.25% of the respondents are rated the BSNLs Data Card as Very Bad. Only 3.75% of the respondents are rated the BSNLs Data Card as Excellent.
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Table no: 2.1.53 Likeness to change service provider:
Figure no: 2.1.53 Likeness to change service provider:
Likeness to change service provider
No No. of Respondents Yes
50
100
150
200
Interpretation: From the above table it has been identified that only 22.5% of the respondents are willing to change their service provider.
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Table no: 2.1.54 Reason to change the Service Provider:
Reasons New Technology Change tariff Network Change Lost Others Total
Figure no: 2.1.54 Reason to change the Service Provider:
Reason to change the Service Provider

18 16 14 12 10 8 6 4 2 0 New Technology Change tariff Change network Lost Others No. of Respondents, 9
Interpretation: From the above table it has been identified that majority 35.6% of the respondents are change their Service provider because of Change the Network.
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Table no: 2.1.55 Change of Service Provider:
Service Providers Aircel Airtel Vodafone TATA Docomo Videocon Reliance MTS BSNL Total
Percentage of Respondents 24.4 26.7 22.2 4.4 8.9 2.2 4.4 6.7 100.0
Figure no: 2.1.55 Change of Service Provider:
Change of Service Provider

No. of Respondents 14 12 10 8 6 4 2 0 Aircel Airtel Vodafone TATA Videocon Reliance Docomo MTS BSNL 2 4 1 2 11 12 10
Interpretation: Above table shows that 24.4% of the respondents are willing to come Aircel. Other 75.6% of the respondents are willing to move from Aircel to various service providers.
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Table no: 2.1.56 Reason for non use of the Aircel services:
Reasons Lack of awareness High price Poor Service Poor Network Poor Technology Satisfied with present service provider Total
Figure no: 2.1.56 Reason for non use of the Aircel services:
Reason for non use of the Aircel services

10 3 Lack of High price awareness
Poor Service
Poor Poor Satisfied Network Technology with present service provider
Interpretation: It has been identified that majority 50.9% of the respondents are Satisfied with present service provider. So that only they are not using Aircel service.
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2.2 STATISTICAL ANALYSIS 2.2.1 CHI SQUARE TEST HYPOTHESIS: H 0 : There is no relationship between Respondents Age & Their Spending for Mobile Recharge/ Mobile Bill. H 1 : There is a relationship between Respondents Age & Their Spending for Mobile Recharge/ Mobile Bill. Case Processing Summary Cases Valid N Age * How much your are spending 200 Percent 100.0% N 0 Missing Percent .0% N 200 Total Percent 100.0%
Age * How much your are spending Crosstabulation Count How much your are spending Below 200 201 - 300 501 - 800 801 1000 Above 1000 Below 20 21 - 30 Age 31- 40 41 - 50 Above 50 Total 23 47 4 2 0 76 14 40 11 5 5 75 0 12 8 0 0 20 0 12 4 3 2 21 0 6 1 0 1 8 Total 37 117 28 10 8 200
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Chi-Square Tests Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 44.355a 53.437 19.715 200 Df 16 16 1 Asymp. Sig. (2-sided) .000 .000 .000
a. 17 cells (68.0%) have expected count less than 5. The minimum expected count is .32. Interpretation: We accept H1. There is a relationship between Respondents Age & Their Spending for Mobile Recharge/ Mobile Bill (0.05>0.000).
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HYPOTHESIS: H 0 : There is no relationship between Amount spending Mobile Recharge/Mobile Bill and Mobile Service. H 1 : There is a relationship between Amount spending Mobile Recharge/Mobile Bill and Mobile Service. Case Processing Summary Cases Valid N Presently u are in to * How much your are spending 200 100.0% 0 .0% 200 100.0% Percent N Missing Percent N Total Percent
Presently u are in to * How much your are spending Cross tabulation Count How much your are spending Below 200 Presently u are in to Post Paid Prepaid Total 3 72 75 201 - 300 18 56 74 501 - 800 7 13 20 801 1000 4 17 21
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Presently u are in to * How much your are spending Cross tabulation Count How much your are spending Above 1000 Presently u are in to Post Paid Prepaid Total 7 3 10 Total 39 161 200
Chi-Square Tests Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 31.886a 31.491 20.876 200 df 4 4 1 Asymp. Sig. (2-sided) .000 .000 .000
a. 3 cells (30.0%) have expected count less than 5. The minimum expected count is 1.95. Interpretation: We accept H1. There is a relationship between Amount spending Mobile Recharge/Mobile Bill and Mobile Service (0.05>0.000).
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HYPOTHESIS: H 0 : There is no relationship between Amount spending for Mobile Recharge/ Mobile Bill and Respondents Occupation. H 1 : There is a relationship between Amount spending Mobile Recharge/ Mobile Bill and Respondents Occupation. Case Processing Summary Cases Valid N Occupation * How much your are spending 200 Percent 100.0% N 0 Missing Percent .0% N 200 Total Percent 100.0%
Occupation * How much your are spending Cross tabulation Count How much your are spending Below 200 Govt. Employee Professional Occupation Business Student Unemployed Others Total 2 3 5 64 2 0 76 201 - 300 10 7 13 39 2 4 75 501 - 800 2 0 7 7 0 4 20 801 - 1000 3 2 4 5 0 7 21
90
Occupation * How much your are spending Cross tabulation Count How much your are spending Above 1000 Govt. Employee Professional Occupation Business Student Unemployed Others Total 1 1 5 0 0 1 8 Total 18 13 34 115 4 16 200
Chi-Square Tests Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 76.990a 79.186 .718 200 df 20 20 1 Asymp. Sig. (2-sided) .000 .000 .397
a. 20 cells (66.7%) have expected count less than 5. The minimum expected count is .16. Interpretation: We accept H1. There is a relationship between Amount spending Mobile Recharge/ Mobile Bill and Respondents Occupation (0.05>0.000).
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2.2.2 FRIEDMAN TEST Source of Information: Descriptive Statistics Sources of Information Newspapers Magazines TV Ads Friends Colleagues Online Leaflets Retailers Friedman Test Ranks Sources of Information Newspapers Magazines TV Ads Friends Colleagues Online/ Service Messages Leaflets Retailers Interpretation: The above table shows that the respondents are gets information about the Product/Service from TV Ads. 92 Mean Rank 3.69 4.17 3.11 3.97 5.27 4.93 6.04 4.82 N 143 143 143 143 143 143 143 143 Mean 3.69 4.17 3.11 3.97 5.29 4.95 6.04 4.82 Std. Deviation 2.117 1.524 1.918 2.083 1.942 2.228 2.198 2.700 Minimum 1 2 1 1 1 1 1 1 Maximum 8 8 8 8 8 8 8 8
Ranks of Company Advertisement: Descriptive Statistics Service Provider Aircel Airtel Vodafone TATA Docomo Reliance MTS BSNL N 200 200 200 200 200 200 200 Mean 3.52 2.92 2.95 3.31 4.45 5.27 5.57 Std. Deviation 1.967 1.611 1.648 1.580 1.756 1.658 1.828 Minimum 1 1 1 1 1 1 1 Maximum 7 7 7 7 7 7 7
Friedman Test Ranks Service Provider Aircel Airtel Vodafone TATA Docomo Reliance MTS BSNL Interpretation: From the above table it has been identified that respondents have ranked Airtels Advertisement as 1st Place. Aircel ranked 4th Place. Mean Rank 3.53 2.93 2.95 3.32 4.45 5.26 5.58
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CHAPTER III SUMMERY OF FINDINGS
94
CHAPTER III 3. SUMMARY OF FINDINGS 3.1 FINDINGS Majority (66.5%) of respondents were males. Majority (58.5%) of the respondents are between the age group of 21-30 years. Majority (39.5%) of the respondents qualification were University Graduate. Majority (57.5%) of the respondents are Student. Majority (80.5%) of the respondents are using prepaid mobile service. Majority (52.2%) of the respondents are using Aircel. Majority (20.0%) of the respondents are using their service provider past 5 Years. Majority (29.5%) of the respondents are said that they chosen their service provider by Network. Majority (37.5%) of the respondents are spending below Rs. 200 for monthly mobile recharge or mobile bill. Majority (39.9%) of the respondents are like Aircels Pocket Internet. Majority (48.3%) of the respondents are prefers Low Call Rate in Aircel connection. Majority (32.9%) of the respondents are Satisfied with Aircel Rate Cutters. Majority (63.6%) of the respondents are does not using the Pocket Internet Service. Majority (85.3%) of the respondents are does not using the Dialer Tune. Majority (90.2%) of the respondents are does not using the 3G. Majority (86.7%) of the respondents are does not using the Missed Call Alert Service. Majority (46.9%) of the respondents are using the SMS Pack service. Majority (33.6%) of the respondents are using the Rate Cutters. Majority (88.1%) of the respondents are using any one the Aircel Service. Majority (51.7%) of the respondents are Satisfied with Aircels Network Coverage. Majority (28.0%) of the respondents are Dissatisfied with Unnecessary VAS Activation. Majority (39.2%) of the respondents are Satisfied with Aircels Network Clarity. Majority (37.1%) of the respondents are Neutral Level Satisfaction with Aircels Tariff Changing. Majority (34.3%) of the respondents are Satisfied with Aircels Customer Service. 95
Majority (60.8%) of the respondents are Satisfied with Aircels Customer Care service. Majority (54.0%) of the respondents are like TV Commercial Ads. Majority (51.5%) of the respondents are using the SMS Service other than Call. Majority (42.5%) of the respondents have rated Aircel Network as Good. Majority (52.5%) of the respondents have rated Airtel Network as Very Good. Majority (47.0%) of the respondents have rated Vodafone Network as Good. Majority (38.0%) of the respondents have rated TATA Docomo Network as Good. Majority (45.0%) of the respondents have rated Reliance Network as Bad. Majority (40.0%) of the respondents have rated MTS Network as Bad. Majority (40.0%) of the respondents have rated BSNL Network as Very Bad. Majority (38.0%) of the respondents have rated Aircels 3G service as Good. Majority (36.5%) of the respondents have rated Airtels 3G services as Very Good. Majority (38.5%) of the respondents have rated Vodafones 3G service as Excellent. Majority (46.0%) of the respondents have rated TATA Docomos 3G service as Good. Majority (37.0%) of the respondents have rated Reliances 3G service as Bad. Majority (40.0%) of the respondents have rated BSNLs 3G service as Bad. Majority (60.0%) of the respondents are not aware about Aircel Dongle Product. Majority (58.0%) of the respondents are aware about Apple iPhone from Aircel. Majority (74.0%) of the respondents are not aware about Blackberry from Aircel. Majority (79.0%) of the respondents are not aware about Other Handset offers from Aircel. Majority (35.0%) of the respondents are rated the Aircels Data Card as Good. Majority (47.5%) of the respondents are rated the Airtels Data Card as Very Good. Majority (54.0%) of the respondents are rated the Vodafones Data Card as Good. Majority (47.5%) of the respondents are rated the TATA Docomo or TATA Photons Data Card as Excellent. Majority (41.3%) of the respondents are rated the Reliances Data Card as Bad. Majority (36.3%) of the respondents are rated the MTSs Data Card as Very Good. Majority (41.25%) of the respondents are rated the BSNLs Data Card as Very Bad. Majority (77.5%) of the respondents are not willing to change their service provider. 96
Majority (35.6%) of the respondents are changing their Service provider because of Change the Network. Majority (26.7%) of the respondents are willing to move on Airtel. Majority (50.9%) of the respondents are Satisfied with present service provider. So that only they are not using Aircel service. There is a relationship between Respondents Age & Their Spending for Mobile Recharge/ Mobile Bill (0.05>0.000). There is a relationship between Amount spending Mobile Recharge/Mobile Bill and Mobile Service (0.05>0.000). There is a relationship between Amount spending Mobile Recharge/ Mobile Bill and Respondents Occupation (0.05>0.000). Majority of the respondents are gets information about the Product/Service from TV Ads. Majority of the respondents have ranked Airtels Advertisement as 1st Place.
97
3.2 SUGGESTIONS
Much number of competitors is in the market for Aircel. So Consumers compare the customer care services. Many of the Aircel customers feel that Customer Care Services are poor in Aircel. Aircel must improve those services. More consumers are highly disturbed and irritated with unnecessary VAS Activation. Aircel needs to avoid these things. Awareness about the Aircel Dongle is very less. Aircel must create awareness about this by way of advertisements. Most of the consumers are attracted by TV Commercial ads. Respondents ranked the Aircel TV Ads as Fourth Rank. Creative and attractive advertisements will attract the consumer towards Aircel products. More consumers need 3 Months Rate Cutters, 3 Months SMS Packs. To attract the Students Aircel need introduce some new offers or packages.
98
3.3 CONCLUSION This research was useful for the organization to find out the consumers opinion towards the Aircel and to know the attributes of the selection process. As results from this research indicate, Aircel need to offer more than an attractive service and products to entice qualified customers. With number of service providers currently available, Consumers can be choosy when searching for their ideal one. They are more prone towards various attractive services. Thus, it is important for organization to know exactly what they have to offer potential consumers, and then highlight their best features. Once organizations have successfully find candidates, they will become a loyal consumer.
99
APPENDIX
100
BIBLIOGRAPHY Website sources: www.wikipedia.org www.aircel.com www.hotdocuments.com www.scribd.com www.trai.gov.in Books referred: Philp Kotler, Principles of Marketing, Sultan Chand and Company Limited, New Delhi, 2002. D. Aaker, V. Kumar and G. Day, Marketing Research, John Wiley & Sons (ASIA) Pvt. Limited, Seventh Edition, 2003. Pillai. R.S.N and Bhagavathy, Modern Marketing, Sulthan Chand and Sons, Second Edition. Balu. V, Marketing Research of Consumer Behaviour, Sri Venkadeswaran Publications, Second Edition, 2001. Ramaswamy and Namakumari, Marketing Management, Macmillan Publishers India Ltd, Fourth Edition.
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A STUDY ON IMPACT OF MARKETING STRATEGY ON CONSUMERS BEHAVIOUR WITH REFERENCE TO AIRCEL Questionnaire Name: Mobile No: Gender: Male Age: Below 20 21 30 Qualification: SSLC HSC Occupation: Govt. Employee Home Maker Postpaid Professional Business Student Others__________ Under Graduate Post Graduate Others 31-40 41-50 51-60 61 and above Female
1. What do you use at present?__________ Prepaid 2. Which mobile service provider do you use? (Multiple Choice) (P-Primary, S-Secondary Just tick it) Aircel P/S Airtel P/S Vodafone P/S TATA Docomo BSNL P/S (If not Aircel then go to 13) Reliance P/S _____________ 4. How have you chosen your service provider?
Reference Prior experience Network Provide clear voice Excellent service Price promise Availability Others _________
3. How many years are you using the service provider?
5. How much do you spend for Mobile recharge per month? <200 201 500 501 800 801 1000 3G Aircel Apps Full take time VAS >1000 Nothing 6. Which feature do you like in Aircel service? Pocket Internet Low call rate 7. Which do you prefer most in Aircel connection? Nothing Satisfied Very satisfied 8. Your satisfaction level with Aircel Rate Cutters? Very dissatisfied Dissatisfied Neutral
102
9. In following what are the services do you use in Aircel? (Multiple Choice) Pocket Internet Nothing 10. Where did you get information about the product/service/offers? (Rank It) Source Newspapers Magazines TV Ads Friends Colleagues Online Leaflets Retailers 11. In following what kind of problems do you face in Aircel services? Problems Network coverage Value Added Service Activation (Unnecessary) Network Clarity Changing Tariff Customer Service 12. Are you satisfied with customer care service when the problem occurs?
Yes No
Blyk on Aircel
Dialer Tune Rate Cutters
3G
Missed Call Alert SMS Pack
Rank
Highly dissatisfied
Dissatisfied Neutral Satisfied
Highly Satisfied
If No: Why are not satisfied with customer care service? _____________________________________________________________ 13. Which type of ads do you like most? TV commercials Print ads Internet Radio Bill Boards
103
14. Rank the following companies advertisements?

Network Provider Rank Aircel Airtel Vodafone TATA Docomo Reliance MTS BSNL 15. Which of the following services do you use other than calls?
SMS
Only Call
MMS
Internet
Games
Download
16. Give your rating for the following Network providers? Network Provider Very Bad Bad Good Very Good Excellent Aircel Airtel Vodafone TATA Docomo Reliance MTS BSNL
17. Give your rating for the 3G service?

Network Provider Very Bad Bad Good Very Good Excellent Aircel Airtel Vodafone TATA Docomo Reliance BSNL
104
18. Are you aware of the following Aircel products/services? Product Aircel Dongle (Data Card) iPhone Blackberry Other Handset offers 19. If Yes, give your rating for the following data cards Data card Aircel Airtel Vodafone TATA Docomo/ Photon Reliance MTS BSNL Very Bad Bad Good Very Good Excellent Yes No
20. Do you like to change your service provider?

Yes No Network Change Lost
21. If Yes - Why do you want to change your mobile product/service?

New Technology Tariff Change Others _______________________
22. If Yes - Which mobile service do you want to move on? Aircel Reliance Airtel MTS Vodafone TATA Docomo BSNL
Poor network
Videocon
23. Why you dont use Aircel services? (If you are not Aircel users)
Lack of awareness High price Poor Service Poor Technology Satisfied with present service provider
24. Any suggestions to Aircel? _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ THANKING FOR SPARING TIME TO FILL THE QUESTIONNAIRE 105

A Study On Impact of Marketing Strategy On Consumer Behavior With Reference To Aircel

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A STUDY ON IMPACT OF MARKETING STRATEGY ON CONSUMER BEHAVIOR WITH REFERENCE TO AIRCEL

By JEEVANANTHAM M Reg. No. 1016301 Of SRI SAI RAM INSTITUTE OF TECHNOLOGY

For the award of the degree of

GUDIE SENTHILNATHAN. C.R.

ABSTRACT ACKNOWLEDGEMENT LIST OF TABLES LIST OF FIGURES

3.1 Findings 3.2 Suggestions 3.3 Conclusion APPENDIX REFERENCES QUESTIONNAIRE

Industry Analysis Top 10 mobile Countries

Top 10 Mobile Countires Subscribers (in Millons)

1.7 REVIEW OF LITERATURE

3. The test statistic is given by

. Note that the value of Q as computed above

CHAPTER II DATA ANALYSIS AND INTERPRETATION

CHAPTER II 2. DATA ANALYSIS AND INTERPRETATION 2.1 PERCENTAGE ANALYSIS

Table no: 2.1.1 Gender of the respondents:

Gender Male Female Total

No of Respondents 133 67 200

Percentage of Respondents 66.5 33.5 100

Figure no: 2.1.1 Gender of the respondents:

Gender of the Respondents

34% Male Female 66%

Table no: 2.1.2 Age of the respondents:

Age Below 20 21 30 31- 40 41 - 50 Above 50 Total

No. of Respondents 37 117 28 10 8 200

Percentage of Respondents 18.5 58.5 14.0 5.0 4.0 100.0

Figure no: 2.1.2 Age of the respondents:

Age of the Respondents

Table no: 2.1.3 Qualification of the respondents:

Qualification SSLC HSC University Graduate Post Graduate Others Total

No. of Respondents 17 26 79 68 10 200

Percentage of Respondents 8.5 13.0 39.5 34.0 5.0 100.0

Figure no: 2.1.3 Qualification of the respondents:

Qualification of the Respondents

Table no: 2.1.4 Occupation of the respondents:

Occupation Govt. Employee Professional Business Student Unemployed Others Total

No. of Respondents 18 13 34 115 4 16 200

Percentage of Respondents 9.0 6.5 17.0 57.5 2.0 8.0 100.0

Figure no: 2.1.4 Occupation of the respondents:

Table no: 2.1.5 Type of mobile service:

Connection Mode Post Paid Prepaid Total

No. of Respondents 39 161 200

Percentage of Respondents 19.5 80.5 100.0

Figure no: 2.1.5 Type of mobile service:

Type of mobile service

Figure no: 2.1.6 Service provider for the respondents:

Service provider for the respondents

Table no: 2.1.7 Years if using service provider by the Respondents:

Years of Using 1 2 3 4 5 6 7 8 9 10 12 15 Total

No. of Respondents 20 33 25 19 40 19 17 9 2 14 1 1 200

Figure no: 2.1.7 Years if using service provider by the Respondents:

Table no: 2.1.8 Way by which service provider is chosen:

No. of Respondents 49 17 59 1 34 16 15 9 200

Figure no: 2.1.8 Way by which service provider is chosen:

Way by which service provider is chosen

No. of Respondents 75 74 20 21 10 200

Percentage of Respondents 37.5 37.0 10.0 10.5 5.0 100.0

Expenditure for Mobile Recharge or Mobile Bill (Per Month)

Table no: 2.1.10 Likeness features in Aircel:

Features of Aircel Pocket Internet 3G SMS Pack VAS Nothing Total

No. of Respondents 57 32 10 6 38 143

Percentage of Respondents 39.9 22.4 7.0 4.2 26.6 100.0

Figure no: 2.1.10 Likeness features in Aircel:

Likeness features in Aircel

Table no: 2.1.11 Preference in Aircel Connection: