A STUDY ON CUSTOMER SATISFACTION FOR BSNL

PRODUCTS AND SERVICES AND ITS ROLE IN BUILDING

BRAND EQUITY FOR THE COMPANY.
Project Report submitted by
SARAVANA PERUMAL.G
Register N! "#"$$#"%$
B&t'(! )""*+"$
in partial fulfillment of the requirements for the
Degree of
Master of Business Administration
at
School of Management
SASTRA
Under the Superision and !uidance of
DR.P.VAI,AYANTHI
Pr-essr. S'(/ - M&0&ge1e0t
Shanmugha Arts science Technology " Research Academy
#SASTRA$
Deemed Uniersity
Thirumalaisamudram%
Thanjaur & '() *+,-
(
S(&012g(& Arts S'ie0'e Te'(0/g3 4 Rese&r'( A'&5e13
6SASTRA7
Dee1e5 U0i8ersit3
T(ir21&/&is&125r&1. T(&09&82r :#% ;").
S'(/ - M&0&ge1e0t < MBA Prgr&11e
B0&-i5e Certi-i'&te
.ertified that this project report entitled
A STUDY ON CUSTOMER SATISFACTION FOR BSNL
PRODUCTS AND SERVICES AND ITS ROLE IN BUILDING
BRAND EQUITY FOR THE COMPANY.
is a bonafide record of /or0 done by
SARAVANA PERUMAL.G
Register N! "#"$$#"%$
B&t'(! )""*+)""$
1n partial fulfillment of the requirements for a/ard of the
Degree of Master of Business Administration
During the period May23une ,++'
I0ter0&/ G2i5e De&0. S'(/ - M&0&ge1e0t
Submitted for Project 4ia2oce e5amination held on 666666666
I0ter0&/ E=&1i0er E=ter0&/ E=&1i0er
,
AC>NO?LEDGEMENT
7irst of all 1 am than0ful to B8ARAT SA9.8AR 91!AM :1M1T;D% .hennai for
giing me an opportunity to get a practical e5posure of business e5perience-
1 e5press my gratitude to Mr. S.V&i5(i3&s2@r&1&0i3&1% Dean% Planning and
Deelopment< Pr-. >.S. Vi9&3&r&g(&8&0% Dean% School of Management for proiding
all the infrastructure facilities for the department /hich helped all the students in
completing the project successfully-
1 e5press my heartfelt than0s to Dr.P.V&i9&3&0t(i% Professor% School of Management%
my first Mar0eting !uru /ho offered me aluable guidance and support in eery stage
through out the course of my entire project /or0-
1 am grateful to S(ri.,.S&0t(&0&Aris(0&0% Deputy !eneral Manager R!MTT.
.hennai% S(ri.S.Ar&8&125(&0% Senior Sub Diisional ;ngineer% R!MTT. .hennai%
S(ri.A.S.Eg&3&% Principal !eneral Manager% S(ri.N.S&r&8&0& P&05i&0% Deputy
!eneral Manager .oimbatore and S(ri.N.S.C.SeA(&r% Assistant !eneral Manager
.oimbatore and all other employees of BS9: /ho gae me all the moral support and
care /hich made my project come true-
7inally 1 than0 all other Staffs of School of Management% Staffs of BS9:% my parents
/ho /ere in full support and all my friends /ho helped me in completing this dream
project successfully-
)
SYNOPSIS
The Telecom industry is one of the leading and fastest gro/ing in the /orld as
communication plays a ital role in the /orld and especially in 1ndia- 1t acts as a major
catalyst for the economic gro/th-
BS9: has good brand a/areness among the people- This could be attributed to its long
history in the mar0et and continued support from the !oernment-
1n today=s competitie /orld% BS9: has to proide e5cellent serices to attain a major
mar0et share and 0eep their .ustomers satisfied in all aspects-
This research study is useful for BS9: to understand the e5pectations and requirements
of .ustomers and can sere them in a better /ay-
This research /as conducted from May ,++'2 3une ,++'-
The researcher has done an internship project at BS9:% .hennai in pursuance of
determining the brand equity for BS9: and then the customers feedbac0 on the arious
products-
The samples of ,>+ respondents from among the unierse of BS9: users at .oimbatore%
tirupur and pollachi /ere selected at random to conduct the study- The BS9: staffs /ho
/ere contacted to learn about the arious BS9: pac0ages and policies /ere also the
primary source of data-
*
?uestionnaire /as designed after a pre2surey interie/ coering all the aspects of
BS9: serices- Data analysis and interpretation /as done using the collected data /ith
necessary tools including percentage analysis% fie point scale /as used to grade the
opinion of the respondents regarding the arious ariables used% soft /ares li0e SPSS
/ere also used to enable efficient analysis of data-
The researcher strongly beliees that this study /ould be helpful to the BS9:
Management in 0no/ing about the .ustomers Satisfaction% .ustomer Perception%
.ustomer Preferences% and serice requirements and about the other competitors status in
the mar0et thereby helping them in improe their quality of Serices offered-

>
TABLE OF CONTENTS
S.NO. CONTENTS PAGE NUMBER
:1ST @7 TAB:;S
:1ST @7 .8ARTS
(
)
(-+ 19TR@DU.T1@9
(-( STAT;M;9T @7 PR@B:;M
(-, 1MP@RTA9.; @7 T8; STUDA
(-) @B3;.T14;S
(-* S.@P; @7 T8; STUDA
(-> R;S;AR.8 M;T8@D@:@!A
(-' :1M1TAT1@9S @7 T8; STUDA
(-B .8APT;R S.8;M;
>
,-+ PR@71:;
,-( .@MPA9A PR@71:;
()
)-+ .@9.;PTUA: R;41;C ,*
*-+
A9A:AS1S A9D 19T;RPR;TAT1@9S ,D
>-+
719D19!S A9D SU!!;ST1@9S ''
'-+ .@9.:US1@9 B*
B-+ B1B:1@!RAP8A B'
D-+ A99;EUR; BD
LIST OF TABLES
'
S.NO. CONTENTS PAGE NUMBER
(- :ocation of the .ustomers- ,F
,- Age of the .ustomers- )+
)- @ccupation of the .ustomers- )(
*- Monthly 1ncome of the .ustomers- ),
>- .ustomers using Mobile Serices or not- )*
'- .ustomers using :andline Serices or not- )>
B- Mobile Serice used by the .ustomers- )'
D- :andline Serice used by the .ustomers- )B
F- 7amiliarity of .ustomers /ith BS9:- )D
(+- .omparing BS9: /ith other Serices- )F
((- Respondents by their Age and Mobile Serices- *(
(,- Respondents by their :ocation and :andline- *)
()- Respondents by their :ocation and Migration from BS9:- *>
(*- Respondents by their :ocation and 9et/or0 .oerage *B
(>- Respondents by their :ocation and .ustomer .are *F
('- Respondents by their .ost and Migration from BS9:- >(
(B- ?uality of .ustomer Serice and Migration from BS9:- >*
18. Respondents by their :ocation and .omparing /ith other Serices >>
(F- Respondents by their :ocation and Tariff plan Satisfaction- >B
>F
'+
'(
',
B
')
,>- Satisfaction leel of ?uality of .ustomer Serice of BS9:- '*
'>
D
LIST OF CHARTS
S.NO. CONTENTS PAGE NUMBER
(- :ocation of the .ustomers- ,F
,- Age of the .ustomers- )+
)- @ccupation of the .ustomers- )(
*- Monthly 1ncome of the .ustomers- ),
>- .ustomers using Mobile Serices or not- )*
'- .ustomers using :andline Serices or not- )>
B- Mobile Serice used by the .ustomers- )'
D- :andline Serice used by the .ustomers- )B
F- 7amiliarity of .ustomers /ith BS9:- )D
(+- .omparing BS9: /ith other Serices- )F
((- Respondents by their Age and Mobile Serices- *,
(,- Respondents by their :ocation and :andline- **
()- Respondents by their :ocation and Migration from BS9:- *'
(*- Respondents by their :ocation and 9et/or0 .oerage *D
(>- Respondents by their :ocation and .ustomer .are >+
('- Respondents by their .ost and Migration from BS9:- >,
(B- ?uality of .ustomer Serice and Migration from BS9:- >*
18.
Respondents by their :ocation and .omparing /ith other Serices >'
(F- Respondents by their :ocation and Tariff plan Satisfaction >D
>F
'+
F
'(
',
,*- Satisfaction leel of Additional Pac0ages of BS9:- ')
,>- Satisfaction leel of ?uality of .ustomer Serice of BS9:- '*
'>
(+
#."
INTRODUCTION
((
(-( St&te1e0t - Pr@/e1
A study has been conducted in order to understand the .ustomers opinion and
Satisfaction leel of arious :andlines and Mobile Serices in Tamil 9adu% research
titled A STUDY ON CUSTOMER SATISFACTION FOR BSNL PRODUCTS
AND SERVICES AND ITS ROLE IN BUILDING BRAND EQUITY FOR THE
COMPANY has been conducted-
(,
(-, I1Brt&0'e - t(e St253
1n this competitie arena communication plays a ital role so the Telecom 1ndustries are
the major source for communication- BS9:% being a public sector obiously hae to
compete /ith arious players li0e Airtel% Aircel% Reliance% Tata 1ndicom etc-%/ith their
stringent rules and regulations guided by TRA1- 8ence in order to understand about the
customers requirements their li0es and disli0es preference is sine2quo2non for BS9:-
()
(-) O@9e'ti8es
To ascertain the .ustomers preferences of :and line and Mobile Serices-
To ascertain the .ustomers Satisfaction leel for Mobile serices as /ell as :and
line Serices-
To analyGe the .ustomer opinion and satisfaction /ith specific reference to
BS9:-
To suggest some guidelines to BS9: in order to proide better focused serices-
To determine the status of brand a/areness and brand loyalty in order to conclude
about brand equity-
To learn about the brand attributes and their preferences in BS9:-
(*
(-* S'Be - t(e St253!
This research study is useful for BS9: to understand the e5pectations and
requirements of .ustomers and can sere them in a better /ay-
This research /as conducted from May ,++'2 3une ,++'-
The respondents from .oimbatore% Pollachi and Tirupur hae been ta0en for
this study-
The brand equity /as measured in terms of brand attribute preferences% brand
a/areness% brand loyalty and preferences about the brand-
(>
(-> Rese&r'( Met(5/g3!
DATA SOURCE!

1n this study Primary data and secondary data hae been used-
Secondary data hae been collected from 1nternet-
RESEARCH APPROACH!

Primary data hae been collected through sureys-
Personal interie/ technique has been used for conducting the surey- Data collection
has been done through the use of Structured questionnaire-
SAMPLING!
.onenient Sampling method has been adopted for this study-
Researcher has ta0en respondents from .oimbatore% Pollachi and Tirupur for this
study-
The researcher has chosen (*> from .oimbatore% >' from Pollachi and *B from
Tirupur-
The researcher had prepared a ?uestionnaire both open and close ended questions
to elicit responses for the follo/ing areasH
i- :ocation-
ii- Age-
('
iii- @ccupation-
i- Monthly 1ncome-
- Mobile Usage-
i- Mobile serice Usage-
(-' Li1it&ti0s - t(e St253!
Time /as not sufficient to conduct detailed study-
study had been conducted only in a fe/ areas of Tamil9adu
7or fe/ questions researcher /as not able to get proper response /hich are as
follo/sH

i- .hances of S/itching-
ii- Reason for S/itching-
iii- Monthly 1ncome-
i- .omparatie questions-
(B
(-B C(&Bter S'(e1e!
C(&Bter I deal /ith the 1ntroduction of the project /or0% /hich includes Statement
of Problem% 1mportance of the study% @bjecties% Scope of the study% Research
Methodology and :imitations of the study-
C(&Bter II deals /ith the 1ndustry and .ompany Profile-
C(&Bter III deals /ith the .onceptual reie/-
C(&Bter IV deals /ith the Analysis and 1nterpretation-
C(&Bter V deals /ith the 7indings and Suggestions-
C(&Bter VI deals /ith the .onclusion-
C(&Bter VII deals /ith the Bibliography-
C(&Bter VIII deals /ith the Anne5ure-
(D
)."
PROFILE
(F
).# COMPANY PROFILE
@n @ctober (% ,+++ the Department of Telecom
@perations% !oernment of 1ndia became a corporation and /as christened B(&r&t
S&0'(&r Nig&1 Li1ite5 6BSNL7- Today% BS9: is the 9o- ( Telecommunications
.ompany and the largest Public Sector Underta0ing of 1ndia /ith authoriGed share
capital of I )FBB million and net /orth of I (*-), billion- 1t has a net/or0 of oer *>
million lines coering >+++ to/ns /ith oer )> million telephone connections-
Cith latest digital s/itching technology li0e @.B%;CSD%AE;2(+%7;T;E%9;. etc-
and /idespread transmission net/or0 including SD8 system up to ,-> gbps% DCDM
system up to D+ gbps%Ceb telephony%D1AS%4P9% Broadband and more than *++%+++
data customers % BS9: continues to sere this great nation -
1ts responsibilities include improement of the already impeccable quality of telecom
serices% e5pansion of telecom net/or0% introduction of ne/ telecom serices in all
illages and instilling confidence among its customers-
BS9: has managed to shoulder these responsibilities remar0ably and deftly-
Today /ith oer *> million line capacity% FF-FJ of its e5changes digital% nation /ide
9et/or0 management " sureillance system #9MSS$ to control telecom traffic and
oer *%++%+++ route 0ms of @7. net/or0% Bharat Sanchar 9igam :td is a name to
rec0on /ith in the /orld of connectiity- Along /ith its ast customer base% BS9:Ks
financial and asset bases too are ast and strong- .onsider the figures% as they spea0
olumes on BS9:=s standingH
The telephone infrastructure alone is /orth about Rs- (%++%+++ crore #US I ,,-B*
billion$
Turnoer of Rs- )(%*++ crore # US I B-(* billion$
,+
Add to /hich% BS9:Ks nation/ide coerage and reach% comprehensie range of
telecom serices and a penchant for e5cellence< and you hae the ingredients for
restructuring 1ndia for a bright future- Today% BS9: is most trusted Telecom Brand
of 1ndia-
OB,ECTIVES
To be a :ead Telecom Serices Proider-

Build customers confidence through quality and reliable serice-

Proide Band/idth on demand-

.ontribute to/ardsH
i- 9ational Plan Target of ,>+ million subscriber base for the country
by December ,++B-
ii- Broadband customers base of ,+ million in the country by ,+(+ as
per Broadband Policy ,++*-
iii- Telephone in all illages-
i 1mplementation of Triple play as a regular commercial proposition-
,(
Org&0iC&ti0 C(&rt - BSNL!
,,
Re8e02e
The Department of Telecom operations no/ 0no/n as BS9: has sho/n sustained
gro/th in the last (> years- The gro/th rate in ,++*2+> /as '->J-

C&Bit&/ I08est1e0t
Annual 1nestment in the net/or0 has increased from Rs- BD> crores #USI +-(D
billion$ in (FD'2DB to oer Rs- B>BD crores # US I (-B, billion$ in ,++*2+>- This
inestment has been financed mainly by the internal accruals- The planned capital
outlay during ,++'2+B is Rs- (F*)( crores # US I*-*, billion$-
,)
Bharat Sanchar 9igam :imited has got fi5ed assets aluing more than Rs- ',%D', .rores
#US I (*-,F billion$% /hich are in the form of :and% Buildings% .ables% Apparatus "
Plants etc-
Bharat Sanchar 9igam :imited% the largest Public Sector underta0ing of the 9ation% is
certainly on a financial ground thatKs sound-
The corporation has a net /orth of Rs ')%+++ crores #US I (*-), billion$% authoriGed
equity capital of Rs- (+%+++ crores #US I ,-,B billion$% paid up capital of Rs >%+++ crores
#US I (-(* billion$ and reenue is Rs- ))%*>+ crores #US I B-'+ billion$ in ,++*2+>-
Chen it comes to connecting the four corners of the nation% and much beyond% one
solitary name lies embedded at the pinnacle 2 BS9:- A company that has gone past the
number games and the quest to attain the position of a leader- 1t is /or0ing round the
cloc0 to ta0e 1ndia into the future by proiding /orld class telecom serices for people of
1ndia- BS9: is 1ndiaKs no- ( Telecom Serice proider and most trusted Telecom brand
of the 9ation-
Drien by the ery best of telecom technology from chosen global leaders% it connects
each inch of the nation to the infinite corners of the globe% to enable you to step into
tomorro/-
,*
8ere is an oerie/ of the Corld .lass serices offered by the BS9:H
B&si' Te/eB(0e Ser8i'es
The Plain old% .ountry/ide telephone Serice through ),%+++ electronic
e5changes- DigitaliGed Public S/itched Telephone 9et/or0 #PST9$
/ith a host of Phone Plus alue additions-
BS9: launched Data @ne broadband serice in 3anuary ,++> /hich
shall be e5tended to (FD cities ery shortly- The serice is being
proided on e5isting copper infrastructure on ADS:, technology- The
minimum speed offered to the customer is ,>' Lbps at Rs- ,>+M2 per
month only- Subsequently% other serices such as 4P9% Multicasting%
4ideo .onferencing% 4ideo2on2Demand% Broadcast application etc /ill
be added-
Leeping the global net/or0 of 9et/or0s net/or0ed% the country/ide
1nternet Serices of BS9: under the brand name includes
1nternet dial upM :eased line access% .:1 based access #no account is
required$ and D1AS serice% for /eb bro/sing and ;2mail applications-
Aou can use your dialup sancharnet account from any place in 1ndia
using the same access no N(B,,))=% the facility /hich no other 1SP has-
BS9: has customer base of more than (-B million for sancharnet serice-
BS9: also offers Ceb hosting and co2location serices at ery cheap
rates-
ISDN
1ntegrated Serice Digital 9et/or0 Serice of BS9: utiliGes a unique
digital net/or0 proiding high speed and high quality oice% data and
image transfer oer the same line- 1t can also facilitate both des0top
ideo and high quality ideo conferencing-
I0te//ige0t NetDrA
1ntelligent 9et/or0 Serice #1n Serice$ offers alue2added serices%
such asH
7ree Phone Serice #7P8$
1ndia Telephone .ard #Prepaid card$
Account .ard .alling #A..$
4irtual Priate 9et/or0 #4P9$
Tele2oting
Premium Rae Serice #PRM$
Uniersal Access 9umber #UA9$ and more
,>
I+Net
1ndia s 5-,> based pac0et S/itched Public Data 9et/or0 is operational
in (+* cities of the country- 1t offers 5-,> 5-,D leased% 5-,D Dial up
#PST9$ .onnection$ and frame relay serices-
Le&se5 Li0es 4 D&t&'1
BS9: proides leased lines for oice and data communication for
arious applications on point to point basis- 1t offers a choice of high%
medium and lo/ speed leased data circuits as /ell as dial2up lines-
Band/idth is aailable on demand in most cities- Managed :eased :ine
9et/or0 #M::9$ offers fle5ibility of proiding circuits /ith speeds of
n5'* 0bps up to ,mbps% useful for 1nternet leased lines and 1nternational
Principle :eased .ircuits #1P:.s$-
Ce//2/&r M@i/e Ser8i'e
BS9:=s !SM cellular mobile serice .ellone has a customer base of
oer >-, million- .ell@ne proides all the serices li0e MMS% !PRS%
4oice Mail% ;2mail% Short Message Serice #SMS$ both national and
international% unified messaging serice #send and receie e2mails$ etc-
Aou can use .ell@ne in oer ('+ countries /orld/ide and in ,B+
cellular net/or0s and oer (+++ citiesMto/ns across 1ndia- 1t has got
coerage in all 9ational and State 8igh/ays and train routes- .ell@ne
offers all 1ndia Roaming facility to both pre2paid and post2paid
customers #including Mumbai " Delhi$-

?ire/ess i0 L'&/ LB
This is a communication system that connects customers to the Public
S/itched Telephone 9et/or0 #PST9$ using radio frequency signals as a
substitute for conentional /ires for all or part of the connection
bet/een the subscribers and the telephone e5change-
.ountry/ide C:: is being offered in areas that are non2feasible for the
normal net/or0-
8elping reliee congestion of connections in the normal cableM/ire
based net/or0 in urban areas-
.onnecting the remote and scattered rural areas-
:imited mobility /ithout any air2time charge
PRO,ECTS RECENTLY IMPLEMENTEDEUNDER DEVELOPMENT
9ational 1nternet Bac0bone of BS9:
4oice oer 1P
Broadband Serices 2 ADS: " 8igh Speed 1nternet
Managed :eased :ine 9et/or0 #M::9$
Access 9et/or0 2 :MDS% D:.s% R:. etc-
,'
1nternet ;5change Points 2 1EP " 1nternet Data .enters #1D.$
;2.ommerce
Te/eB(0e
B&si' Te/eB(0e 6B-0e7
Total 9umber of connections as on )+-+*-,++' )%>(%>>%B*F
?LL 6T&r&0g7
Total 9umber of connections as on )+-+*-,++' ,>%F>%D+B
Vi//&ge P2@/i' Te/eB(0es
Total 9umber of Telephones as on )(-+)-,++' >%)>%),>
P2@/i' Te/eB(0es 6L'&/. STD &05 Hig(D&37
Total 9umber of Public Telephones as on )(-+)-,++' ,+%'*%(B*
STD St&ti0s
9umber of STD Stations as on )(-+)-,++'
)(%F(>
Tr&0s1issi0 S3ste1s &s 0 %#."%.)"":
Transmission Systems
Digital
#Route 0ms$ #Route 0ms$
.oa5ial '%+,*
Micro/ae ')%B)+
U87 *>%()+
@ptical 7iber *%D+%(F'
S&te//ite B&se5 Ser8i'es 6&s 0 %#."%.)"":7
M.P.24SATs ,+(
1DR Systems #, MbM D Mb$ '*M(B
M@i/e
Ser8i'es
6As 0 %".";.)"":7
Tt&/ 021@er - '00e'ti0s + #.$*.F).%:;
6As 0 %".";.)"":7
Distri't He&5G2&rters '8ere5 + *F)
,B
Tt&/ 021@er - 8i//&ges '8ere5 + #.%F.")#
N&ti0&/ Hig(D&3 '8ere5 6>17 + ;*.;%H
St&te Hig(D&3 '8ere5 6>17 + %#.%%F
R&i/D&3 r2te '8ere5 6>17 + #*.$%"
C2st1er
C&re
Se8er&/ SteBs (&8e @ee0 t&Ae0 &t
BSNL t &2g1e0t t(e G2&/it3 -
'2st1er '&re t i0ter0&ti0&/
st&05&r5s.

Access round the cloc0 help at follo/ing toll free numbers
Dataone Broadband K('++2*,*2('++K
PST9 .all .enter K(>++K #in select states$
Sancharnet 8elp Des0 K(F>BK
.ell@ne all 1ndia 8elp KF*+++,*)'>K
All BS9: .ustomer Serice .enters #.S.s$ no/ remain open on all seen days
from D-++ AM to D-++ PM /ithout any brea0 for all actiities-
.heque deposit machines hae also been installed in many cities% so that
customers can ma0e payments ,*EB at their conenience-
.ustomers can also ma0e payments by chequeMDemand Draft to BS9:
franchisees all oer the country-
Cith a ie/ to simplify and offer customer friendly serices% more than one
Bfone connections can be applied on a single application form- Accordingly% a
single demand note /ould be issued to the customer in respect of all the
connections applied for-
Shifting charges for local as /ell as all 1ndia shifting of fi5ed telephone #bfone$
has been abolished-
Pagers being gien to outdoor staff in a phased manner for speedy rectification of
faults-
Majority of the local net/or0 is built up on jelly filled and @7. for trouble free
serice-
1nternal Distribution Points #DPs$ being proided in the customer premises to
eliminate the faults arising out of oerhead /ires-
;5tensie use of digital loop carrier #D:.$MCireless in :ocal :oop #C::$
system for improing reliability of e5ternal plant-
Remote :ine Units #R:Us$- Remote subscriber Units #RSUs$ being proided
,D
e5tensiely to reduce the long lengths of copper cables-
;stablishing call centers across the nation to proide single /indo/ solutions
and conenience to customers-
.ountry/ide 9et/or0 Management " Sureillance System #9MSS$ to ensure
uninterrupted and efficient flo/ of telecom traffic-
Application 7orms for ne/ connections hae been made free of charge for all
serices-
Procedure for restoration of telephones disconnected due to non2payment
simplified and po/ers delegated to Secondary S/itching Area #SSA$ heads-
Payment of telephone bills being receied on Saturday and Sunday through
cheques in .ity Telecom @ffices #.T@s$-
More than one Public .all @ffice #P.@$ permitted at the same premises-
4arious application forms and procedures being simplified for ne/ telephone
connections% shifting and third party transfer-

,F
%."
CONCEPTUAL REVIE?
)+
MAR>ETING MANAGEMENT

DEFINITION!

Mar0eting management is the practical application of mar0eting techniques- 1t is
the analysis% planning% implementation% and control of programs designed to create% build%
and maintain mutually beneficial e5changes /ith target mar0ets- The mar0eting manager
has the tas0 of influencing the leel% timing% and composition of demand in /ay that /ill
achiee organiGational objecties-
BRAND EQUITY
?(&t is @r&05 eG2it3I
BRAND
EQUITY
BRAND
A?ARENESS
PERCIVED
QUALITY
BRAND
ASSOCIATION
BRAND
LOYALTY
)(
The goal of the brand leadership paradigm is to create strong brands & but /hat is a
strong brand% any/ayO 1n Managing Brand ;quity% brand equity /as defined as the brand
assets #or liabilities$ lin0ed to a brand=s name and symbol that add to #or subtract from$ a
product or serice- These assets can be grouped into four dimensionsH brand a/areness%
perceied quality% brand associations% and brand loyalty- These four dimensions guide
brand deelopment% management and measurement-
Br&05 &D&re0ess!
Brand a/areness is an often underalued asset< ho/eer% a/areness
has been sho/n to affect perceptions and een taste- People li0e the familiar and are
prepared to ascribe all sorts of good attitudes to items that are familiar to them- The
1ntel 1nside campaign has dramatically transferred a/areness into perceptions of
technological superiority and mar0et acceptance-
Per'ei8e5 G2&/it3
Perceied quality is a special type of association% partly because it
influences brand associations in many conte5ts and partly because it has been
empirically sho/n to affect profitability #as measured by both R@1 and stoc0 return$-
Br&05 &ss'i&ti0s
Brand association can be anything that connects the customer to the
brand- 1t can include user imagery% product attributes% use situations% @rganiGational
associations% brand personality and symbols- Much of brand management inoles
determining /hat associations to deelop and then creating programs that /ill lin0
the associations to the brand-
Br&05 /3&/t3
),
Brand loyalty is at the heart of any brand=s alue- The concept is to
strengthen the siGe and intensity of each loyalty segment- A brand /ith a small but
intensely loyal customer base can hae significant equity-
Br&05 Pre-ere0'e
The stage of brand loyalty at /hich a brand /ill select a particular brand
but /ill choose a competitor=s brand if the preferred brand is unaailable- See Brand
insistence< Brand recognition-

C2st1er S&tis-&'ti0
1f the customerKs e5pectations of product quality% serice quality% and
price are e5ceeded% a firm /ill achiee high leels of customer satisfaction and /ill
create Pcustomer delight-P 1f the customerKs e5pectations are not met% customer
dissatisfaction /ill result- And the lo/er the satisfaction leel% the more li0ely the
customer is to stop buying from the firm-
))

;."
ANALYSIS AND INTERPRETATIONS
)*
PROFILE OF THE SAMPLE RESPONDENTS
LOCATION
FreG2e0'3 Per'e0t V&/i5 Per'e0t C212/&ti8e Per'e0t
V&/i5 .@1MBAT@R; (*> >D-+ >D-+ *H."
P@::A.81 >B ,,-D ,,-D H".H
T1RUPUR *D (F-, (F-, #""."
Tt&/ )*" #""." #""."
TABLE! #
LOCATION
LOCATION
TIRUPUR POLLACHI COIMBATORE
P
e
r
c
e
n
t
70
60
50
40
30
20
10
0
CHART! #
INFERNCE!
As the Table depicts% a good majority of the respondent #>DJ$ of consumers
belongs to .oimbatore /hile Tirupur is the least #+-*J$-
)>


AGE
FreG2e0'3 Per'e0t V&/i5 Per'e0t C212/&ti8e Per'e0t
V&/i5 bet ,+2)+ >( ,+-* ,+-* )".;
bet )(2)> (++ *+-+ *+-+ :".;
bet )'2*+ *' (D-* (D-* $H.H
bet *(2>+ )) ()-, ()-, F)."
aboe >+ ,+ D-+ D-+ #""."
Tt&/ )*" #""." #""."
TABLE! )
AGE
AGE
aboe 50 bet 41"50 bet 36"40 bet 31"35 bet 20"30
P
e
r
c
e
n
t
50
40
30
20
10
0
CHART! )
INFERNCE!
As the Table depicts% a good majority of the respondent #*+-+J$ /ere in the age
group of #Bet/een )(2)>$ /hile the age group of #Aboe >+$ is the least #D-+J$-
)'
OCCUPATION
FreG2e0'3 Per'e0t V&/i5 Per'e0t C212/&ti8e Per'e0t
V&/i5 Managerial (() *>-, *>-, ;*.)
Business D> )*-+ )*-+ $F.)
.lerical ,* F-' F-' HH.H
Manual /or0er (B '-D '-D F*.:
Student B ,-D ,-D FH.;
Retired , -D -D FF.)
Agriculture ( -* -* FF.:
Professional ( -* -* #""."
Tt&/ )*" #""." #""."
TABLE! %
OCCUPATION
OCCUPATION
Pro# e$$%ona&
A'r%c(&t(re
Ret%re)
*t()ent
Man(a& +or,er
C&er%ca&
B($%ne$$
Mana'er%a&
P
e
r
c
e
n
t
50
40
30
20
10
0
CHART! %

INFERNCE!
)B
As the Table depicts% a good majority of the respondent #*>-,J$ of consumers
/ere Managers /hile Professionals and Agriculturalist /ere the least #+-*J$ each-
St&tisti's
MONTHLY INCOME
N V&/i5 );*
Missi0
g
*
MONTHLY INCOME
FreG2e0'3 Per'e0t V&/i5 Per'e0t C212/&ti8e Per'e0t
V&/i5 belo/ >+++ ,B (+-D ((-+ ##."
bet >+++2(++++ (), >,-D >)-F :;.F
bet (++++2(>+++ ', ,*-D ,>-) F".)
bet (>+++2,>+++ (( *-* *-> F;.$
aboe ,>+++ () >-, >-) #""."
Total ,*> FD-+ (++-+
Missi0g System > ,-+
Tt&/ )*" #""."
TABLE! ;
MONTHL- INCOME
MONTHL- INCOME
aboe 25000
bet 15000"25000
bet 10000"15000
bet 5000"10000
be&o+ 5000
P
e
r
c
e
n
t
60
50
40
30
20
10
0
)D
CHART! ;
INFERNCE!
As the Table depicts% a good majority of the respondent #>)-FJ$ consumers
monthly income is bet/een #>+++2(++++$% /hile monthly income bet/een #(>+++2
,>+++$ is least #*->J$-
)F
MOBILE USE
FreG2e0'3 Per'e0t V&/i5 Per'e0t C212/&ti8e Per'e0t
V&/i5 A;S (D) B)-, B)-, $%.)
9@ 'B ,'-D ,'-D #""."
Tt&/ )*" #""." #""."
TABLE! *
MOBILE U*E
MOBILE U*E
NO -E*
P
e
r
c
e
n
t
.0
60
40
20
0
CHART! *
INFERNCE!

7rom the aboe Table% it is inferred that majority of the respondents #B)-,J$ /ere
using Mobile phones /hile #,'-DJ$ /ere not using Mobile phones-
*+
LANDLINE USE
FreG2e0'3 Per'e0t V&/i5 Per'e0t C212/&ti8e Per'e0t
V&/i5 A;S ,)B F*-D F*-D F;.H
9@ () >-, >-, #""."
Tt&/ )*" #""." #""."
TABLE! :
LAN/LINE U*E
LAN/LINE U*E
NO -E*
P
e
r
c
e
n
t
100
.0
60
40
20
0
CHART! :
197;R;9.;H
7rom the aboe Table% it is inferred that majority of the respondents #F*-DJ$ /ere
using :andline telephone /hile #>-,J$ /ere not using :andline telephone-
*(

ANALYSIS OF BRAND PREFERENCE
MOBILE SERVICE
FreG2e0'3 Per'e0t V&/i5 Per'e0t C212/&ti8e Per'e0t
V&/i5 9o mobile 'B ,'-D ,'-D ):.H
BS9: BD )(-, )(-, *H."
Tataindicom ( -* -* *H.;
Reliance ,' (+-* (+-* :H.H
Airtel ,> (+-+ (+-+ $H.H
Aircel )B (*-D (*-D F%.:
BP:M8utch (' '-* '-* #""."
Tt&/ )*" #""." #""."
TABLE! $
MOBILE *ER0ICE
MOBILE *ER0ICE
BPL1H(tc2
A%rce&
A%rte&
Re&%ance
Tata%n)%co3
B*NL
No 3ob%&e
P
e
r
c
e
n
t
40
30
20
10
0
CHART! $
INFERNCE!
*,
As the Table depicts% a good majority of people #)(-,J$ are using BS9:% /hile
Tataindicom are the least #+-*J$ by considering ,>+ samples-
LANDLINE SERVICE
FreG2e0'3 Per'e0t V&/i5 Per'e0t C212/&ti8e Per'e0t
V&/i5 9o :andline () >-, >-, *.)
BS9: ,,( DD-* DD-* F%.:
Tataindicom D )-, )-, F:.H
Airtel D )-, )-, #""."
Tt&/ )*" #""." #""."
TABLE! H
LAN/LINE *ER0ICE
LAN/LINE *ER0ICE
A%rte& Tata%n)%co3 B*NL No Lan)&%ne
P
e
r
c
e
n
t
100
.0
60
40
20
0
CHART! H
INFERNCE!
As the Table depicts% a good majority of people #DD-*J$ are using BS9:% /hile
Tataindicom and Airtel are the least #)-,J$ each-
*)
FAMILIAR
FreG2e0'3 Per'e0t V&/i5 Per'e0t C212/&ti8e
Per'e0t
V&/i5 4ery familiar (,D >(-, >(-, *#.)
Some /hat familiar (,+ *D-+ *D-+ FF.)
7amiliar but neer used it , -D -D #""."
Tt&/ )*" #""." #""."
TABLE! F
4AMILIAR
4AMILIAR
4a3%&%ar b(t neer ( *o3e +2at # a3%&%ar 0er5 # a3%&%ar
P
e
r
c
e
n
t
60
50
40
30
20
10
0
CHART! F
INFERNCE!
As the Table depicts% a good majority of people #>(-,J$ are familiar /ith BS9:%
/hile #+-DJ$ of people are familiar but neer used-
**
COMPARING ?ITH OTHER SERVICES
FreG2e0'3 Per'e0t V&/i5 Per'e0t C212/&ti8e
Per'e0t
V&/i5 Much better >D ,)-, ,)-, )%.)
Some /hat better FF )F-' )F-' :).H
About the same '> ,'-+ ,'-+ HH.H
Some /hat /orse ,B (+-D (+-D FF.:
Don=t 0no/M9eer used ( -* -* #""."
Tt&/ )*" #""." #""."
TABLE! #"
COMPARING 6ITH OTHER *ER0ICE*
COMPARING 6ITH OTHER *ER0ICE*
/ont ,no+1Neer ($e)
*o3e +2at +or$e
Abo(t t2e $a3e
*o3e +2at better
M(c2 better
P
e
r
c
e
n
t
50
40
30
20
10
0
CHART! #"
INFERENCE!
As the Table depicts% majority of respondents #)F-'J$ opined BS9: is QSome
Chat BetterR /hen compared to other serices% /hile the least number of respondents
#+-*J$ opined QDon=t 0no/M9eer usedR-
*>
AGE J MOBILE SERVICE Crss t&@2/&ti0
MOBILE
SERVICE
Tt&/
9o mobile BS9: Tataindicom Reliance Airtel Aircel BP:M
8utch

AGE bet ,+2
)+
.ount (+ (D ( ( (( D , *#
J
/ithin
A!;
(F-'J )>-)
J
,-+J ,-+J ,(-'
J
(>-BJ )-FJ #""."K
bet )(2
)>
.ount )+ ,' (, D ,+ * #""
J
/ithin
A!;
)+-+J ,'-+
J
(,-+J D-+J ,+-+J *-+J #""."K
bet )'2
*+
.ount (( (* ' ) > B ;:
J
/ithin
A!;
,)-FJ )+-*
J
()-+J '->J (+-FJ (>-,
J
#""."K
bet *(2
>+
.ount D (, ' ( ) ) %%
J
/ithin
A!;
,*-,J )'-*
J
(D-,J )-+J F-(J F-(J #""."K
aboe
>+
.ount D D ( , ( )"
J
/ithin
A!;
*+-+J *+-+
J
>-+J (+-+
J
>-+J #""."K
Tt&/ .ount 'B BD ( ,' ,> )B (' )*"
K
Dit(i
0
AGE
):.HK %#.)
K
.;K #".;K #"."
K
#;.HK :.;K #""."K
*'
H3Bt(esis!
9ull 8ypothesis S8oTH There is no significant relationship bet/een the Age of the
.ustomers and Mobile Serice using by the .ustomers-
Alternatie 8ypothesis S8(TH There is a significant relationship bet/een the Age of
the .ustomers and Mobile Serice using by the .ustomers-
C(i+SG2&re Tests
V&/2e 5- As31B. Sig. 6)+si5e57
Pe&rs0 C(i+SG2&re )B-',> ,* ."%H
LiAe/i(5 R&ti )B-'>* ,* ."%H
N - V&/i5 C&ses )*"
a-(B cells #*D-'J$ hae e5pected count less than >- The minimum e5pected
count is -+D-
TABLE! ##
*B
INFERNCE!
7rom the aboe Table% calculated alue is #)B-')$ higher than the critical alue
#)'-*,$ at >J leel% so 9ull hypothesis S8+T has to be rejected #i-e-$ there is a significant
relationship bet/een the Age of the .ustomers and Mobile Serice using by the
.ustomers-
AGE
aboe 50
bet 41"50
bet 36"40
bet 31"35
bet 20"30
C
o
(
n
t
40
30
20
10
0
MOBILE *ER0ICE
No 3ob%&e
B*NL
Tata%n)%co3
Re&%ance
A%rte&
A%rce&
BPL1H(tc2
CHART! ##
*D
LOCATION J LANDLINE SERVICE Crss t&@2/&ti0
LANDLINE
SERVICE
Total
No Lan)&%ne B*NL Tata%n)%
co3
A%rte&
LOCATION COIMB
ATORE
Co(nt 7 127 6 5 145
7 +%t2%n
LOCATION
48.7 .7867 4817 3847 100.0%
POLLA
CHI
Co(nt 4 52 1 57
7 +%t2%n
LOCATION
7807 91827 18.7 100.0%
TIRUPU
R
Co(nt 2 42 1 3 48
7 +%t2%n
LOCATION
4827 .7857 2817 6837 100.0%
Total Co(nt 13 221 . . 250
% within
LOCATION
5.2% 88.4% .2% .2% 100.0%
TABLE! #)
*F
LOCATION
TIRUPUR POLLACHI COIMBATORE
C
o
(
n
t
140
120
100
.0
60
40
20
0
LAN/LINE *ER0ICE
No Lan)&%ne
B*NL
Tata%n)%co3
A%rte&
CHART! #)
INFERENCE!
7rom the aboe table% it e5plains about the BS9: :and line users in each
location-
>+
LOCATION J MIGRATION Crss t&@2/&ti0
!I"RATION Total
Certa%
n
H%'2
c2an
ce
Not
$(re
Lo+
c2anc
e
Neer
LOCATION COIMBATORE Co(nt 4 3 24 40 74 145
7 +%t2%n
LOCATION
28.7 2817 16867 27867 51807 100.0%
POLLACHI Co(nt 7 2 1. 15 15 57
7 +%t2%n
LOCATION
12837 3857 31867 26837 26837 100.0%
TIRUPUR Co(nt 5 3 15 10 15 48
7 +%t2%n
LOCATION
10847 6837 31837 208.7 31837 100.0%
Total Co(nt 16 . 57 65 104 250
% within
LOCATION
#.4% .2% 22.8% 2#.0% 41.#% 100.0%
H3Bt(esis!
9ull 8ypothesis S8oTH There is no significant relationship bet/een the :ocation
of the .ustomers and Migration of the .ustomers-
Alternatie 8ypothesis S8(TH There is a significant relationship bet/een the :ocation
of the .ustomers and Migration of the .ustomers-
Chi$S%&a'( T()t)
4alue df Asymp- Sig- #,2sided$
Pearson .hi2Square ,)-)B*#a$ D -++)
:i0elihood Ratio ,)-**, D -++)
9 of 4alid .ases ,>+
a- > cells #))-)J$ hae e5pected count less than >- The minimum e5pected count is (->*8
TABLE! #%
INFERENCE!
>(
7rom the aboe Table% calculated alue is #,)-)B$ higher than the critical
alue #(>->($ at >J leel% so 9ull hypothesis S8+T has to be rejected #i-e-$ there is a
significant relationship bet/een the :ocation of the .ustomers and Migration of
.ustomers-
LOCATION
TIRUPUR POLLACHI COIMBATORE
C
o
(
n
t
.0
60
40
20
0
MIGRATION
Certa%n
H%'2 c2ance
Not $(re
Lo+ c2ance
Neer
CHART* #%
LOCATION J NET?OR> Crss t&@2/&ti0
>,
NET+OR, Total
0er5
$at%$#%e
)
:(%te
$at%$#%e
)
Ne(tra
&
:(%te
)%$$at%
$#%e)
0er5
)%$$at
%$#%e)
LOCATION COIMBATORE Co(nt 92 33 11 3 6 145
7 +%t2%n
LOCATION
63847 228.7 7867 2817 4817 100.0%
POLLACHI Co(nt 14 26 9 5 3 57
7 +%t2%n
LOCATION
24867 45867 158.7 .8.7 5837 100.0%
TIRUPUR Co(nt 9 19 10 7 3 48
7 +%t2%n
LOCATION
1.8.7 39867 208.7 14867 6837 100.0%
Total Co(nt 115 7. 30 15 12 250
% within
LOCATION
4#.0% 1.2% 12.0% #.0% 4.8% 100.0%
H3Bt(esis!
9ull 8ypothesis S8oTH There is no significant relationship bet/een the :ocation
of the .ustomers and Satisfaction of BS9: 9et/or0 using by the .ustomers-
Alternatie 8ypothesis S8(TH There is a significant relationship bet/een the :ocation
of the .ustomers and Satisfaction of BS9: 9et/or0 using by the .ustomers-
C(i+SG2&re Tests
4alue df Asymp- Sig- #,2sided$
Pearson .hi2Square *D-((,#a$ D -+++
:i0elihood Ratio *F->+) D -+++
9 of 4alid .ases ,>+
a- * cells #,'-BJ$ hae e5pected count less than >- The minimum e5pected count is ,-)+-
TABLE! #;
INFERENCE!
7rom the aboe Table% calculated alue is #*D-(($ higher than the critical
>)
alue #(>->($ at >J leel% so 9ull hypothesis S8+T has to be rejected #i-e-$ there is
a significant relationship bet/een the :ocation of the .ustomers and Satisfaction
of BS9: 9et/or0 using by the .ustomers-
LOCATION
TIRUPUR POLLACHI COIMBATORE
C
o
(
n
t
100
.0
60
40
20
0
NET6OR;
0er5 $at%$# %e)
:(%te $at%$# %e)
Ne(tra&
:(%te )%$$at%$# %e)
0er5 )%$$at%$#%e)
CHART! #;
LOCATION J CUSTOMER CARE Crss t&@2/&ti0
>*
C-STO!ER CARE Total
0er5
$at%$#%e
)
:(%te
$at%$#%e
)
Ne(tra
&
:(%te
)%$$at%
$#%e)
0er5
)%$$at%
$#%e)
LOCATION COIMBATORE Co(nt 52 46 16 10 21 145
7 +%t2%n
LOCATION
35897 31877 11807 6897 14857 100.0%
POLLACHI Co(nt 11 22 10 9 5 57
7 +%t2%n
LOCATION
19837 3.867 17857 158.7 .8.7 100.0%
TIRUPUR Co(nt 7 9 17 9 6 48
7 +%t2%n
LOCATION
14867 1.8.7 35847 1.8.7 12857 100.0%
Total Co(nt 70 77 43 2. 32 250
% within
LOCATION
28.0% 0.8% 17.2% 11.2% 12.8% 100.0%
H3Bt(esis!
9ull 8ypothesis S8oTH There is no significant relationship bet/een the :ocation
of the .ustomers and Satisfaction leel of BS9: .ustomer care-
Alternatie 8ypothesis S8(TH There is a significant relationship bet/een the :ocation
of the .ustomers and Satisfaction leel of BS9: .ustomer care-
Chi$S%&a'( T()t)
4alue df Asymp- Sig- #,2sided$
Pearson .hi2Square )+-'D>#a$ D -+++
:i0elihood Ratio ,F-B') D -+++
9 of 4alid .ases ,>+
a- + cells #-+J$ hae e5pected count less than >- The minimum e5pected count is >-)D-
TABLE! #*
INFERENCE!
7rom the aboe Table% calculated alue is #)+-'F$ higher than the critical
>>
alue #(>->($ at >J leel% so 9ull hypothesis S8+T has to be rejected #i-e-$ there
is a significant relationship bet/een the :ocation of the .ustomers and
Satisfaction leel of BS9: .ustomer care-
LOCATION
TIRUPUR POLLACHI COIMBATORE
C
o
(
n
t
60
50
40
30
20
10
0
CU*TOMER CARE
0er5 $at%$# %e)
:(%te $at%$#%e)
Ne(tra&
:(%te )%$$at%$# %e)
0er5 )%$$at%$# %e)
CHART! #*
COST J MIGRATION Crss t&@2/&ti0
>'
!I"RATION Total
Certa%
n
H%'2
c2an
ce
Not
$(re
Lo+
c2anc
e
Neer
COST 0er5 $at%$#%e) Co(nt 1 1 5 . 56 71
7 +%t2%n
CO*T
1847 1847 7807 11837 7.897 100.0%
:(%te $at%$#%e) Co(nt 1 4 21 3. 29 .
7 +%t2%n
CO*T
1817 4837 22867 40897 31827 100.0%
Ne(tra& Co(nt 3 2 16 11 6 8
7 +%t2%n
CO*T
7897 5837 42817 2.897 158.7 100.0%
:(%te
)%$$at%$#%e)
Co(nt 6 1 12 7 10 #
7 +%t2%n
CO*T
16877 28.7 33837 19847 278.7 100.0%
0er5
)%$$at%$#%e)
Co(nt 5 3 1 3 12
7 +%t2%n
CO*T
41877 25807 .837 25807 100.0%
Total Co(nt 16 . 57 65 104 250
% within
COST
#.4% .2% 22.8% 2#.0% 41.#% 100.0%
H3Bt(esis!
9ull 8ypothesis S8oTH There is no significant relationship bet/een the Satisfaction
of .ost of BS9: and Migration of .ustomers-
Alternatie 8ypothesis S8(TH There is a significant relationship bet/een the Satisfaction
of .ost of BS9: and Migration of .ustomers-
Chi$S%&a'( T()t)
4alue df Asymp- Sig- #,2sided$
Pearson .hi2Square (+*-',,#a$ (' -+++
:i0elihood Ratio F)-')( (' -+++
9 of 4alid .ases ,>+
a- (, cells #*D-+J$ hae e5pected count less than >- The minimum e5pected count is
-)D-
TABLE! #:
INFERENCE!
7rom the aboe Table% calculated alue is #(+*-',$ higher than the critical
alue #,'-)+$ at >J leel% so 9ull hypothesis S8+T has to be rejected #i-e-$ there is a
>B
significant relationship bet/een the Satisfaction of .ost of BS9: and Migration of
.ustomers-
CO*T
0er5 )%$$at%$# %e)
:(%te )%$$at%$# %e)
Ne(tra&
:(%te $at%$# %e)
0er5 $at%$# %e)
C
o
(
n
t
60
50
40
30
20
10
0
MIGRATION
Certa%n
H%'2 c2ance
Not $(re
Lo+ c2ance
Neer
CHART! #:
QUALITY OF CUSTOMER SERVICE J MIGRATION Crss t&@2/&ti0
>D
!I"RATION Total
Certa%
n
H%'2
c2an
ce
Not
$(re
Lo+
c2anc
e
Neer
/-ALIT0 O1
C-STO!ER
SERVICE
E<ce&&ent Co(nt 1 2 21 24
7 +%t2%n
:UALIT- O4
CU*TOMER
*ER0ICE
4827 .837 .7857 100.0%
Goo) Co(nt 3 2 9 19 33 ##
7 +%t2%n
:UALIT- O4
CU*TOMER
*ER0ICE
4857 3807 13867 2.8.7 50807 100.0%
Aera'e Co(nt 4 2 24 19 27 7#
7 +%t2%n
:UALIT- O4
CU*TOMER
*ER0ICE
5837 2867 31867 25807 35857 100.0%
Poor Co(nt 1 1 . 15 10 5
7 +%t2%n
:UALIT- O4
CU*TOMER
*ER0ICE
2897 2897 22897 42897 2.867 100.0%
0er5 =oor Co(nt . 3 15 10 13 4.
7 +%t2%n
:UALIT- O4
CU*TOMER
*ER0ICE
16837 6817 30867 20847 26857 100.0%
Total Co(nt 16 . 57 65 104 250
% within
/-ALIT0 O1
C-STO!ER
SERVICE
#.4% .2% 22.8% 2#.0% 41.#% 100.0%
H3Bt(esis!
9ull 8ypothesis S8oTH There is no significant relationship bet/een the ?uality
of .ustomer serice and Migration of the .ustomers-
Alternatie 8ypothesis S8(TH There is a significant relationship bet/een the ?uality
of .ustomer serice and Migration of the .ustomers-
C(i+SG2&re Tests
>F
4alue df Asymp- Sig- #,2sided$
Pearson .hi2Square *B-FD>#a$ (' -+++
:i0elihood Ratio *B-DFB (' -+++
9 of 4alid .ases ,>+
a- (+ cells #*+-+J$ hae e5pected count less than >- The minimum e5pected count is
-BB-
TABLE! #$
INFERNCE!
7rom the aboe table% calculated alue is #*B-FF$ higher than the critical
alue #,'-)+$ at >J leel% so 9ull hypothesis S8+T has to be rejected #i-e-$ there is
a significant relationship bet/een the ?uality of .ustomer serice and Migration
of the .ustomers-
:UALIT- O4 CU*TOMER *ER0ICE
0er5 =oor Poor Aera'e Goo) E<ce&&ent
C
o
(
n
t
40
30
20
10
0
MIGRATION
Certa%n
H%'2 c2ance
Not $(re
Lo+ c2ance
Neer
CHART! #$
LOCATION J COMPARING ?ITH OTHER SERVICES Crss t&@2/&ti0
'+
CO!2ARIN" +IT3 OT3ER SERVICES Total
M(c2
better
*o3e
+2at
better
Abo(t
t2e
$a3e
*o3e
+2at
+or$e
/ont
,no+1
Nee
r
($e)
LOCATION COIMBATORE Co(nt 4. 59 30 . 145
7 +%t2%n
LOCATION
33817 40877 20877 5857 100.0%
POLLACHI Co(nt 5 23 16 12 1 57
7 +%t2%n
LOCATION
.8.7 40847 2.817 21817 18.7 100.0%
TIRUPUR Co(nt 5 17 19 7 48
7 +%t2%n
LOCATION
10847 35847 39867 14867 100.0%
Total Co(nt 5. 99 65 27 1 250
% within
LOCATION
2.2% ..#% 2#.0% 10.8% .4% 100.0%
H3Bt(esis!
9ull 8ypothesis S8oTH There is no significant relationship bet/een the :ocation
of the .ustomers and Satisfaction leel of BS9: compared /ith other Serices-
Alternatie 8ypothesis S8(TH There is a significant relationship bet/een the :ocation
of the .ustomers and Satisfaction leel of BS9: compared /ith other Serices-
C(i+SG2&re Tests
4alue df Asymp- Sig- #,2sided$
Pearson .hi2Square ))-,BF#a$ D -+++
:i0elihood Ratio ))-D(* D -+++
9 of 4alid .ases ,>+
a- ) cells #,+-+J$ hae e5pected count less than >- The minimum e5pected count is -(F-
TABLE! #H
INFERENCE!
7rom the aboe table% calculated alue is #))-,D$ higher than the critical
'(
alue #(>->($ at >J leel% so 9ull hypothesis S8+T has to be rejected #i-e-$ there is
a significant relationship bet/een the :ocation of the .ustomers and Satisfaction
leel of BS9: compared /ith other Serices-
LOCATION
TIRUPUR POLLACHI COIMBATORE
C
o
(
n
t
70
60
50
40
30
20
10
0
COMPARING 6ITH OTHER
M(c2 better
*o3e +2at better
Abo(t t2e $a3e
*o3e +2at +or$e
/ont ,no+1Neer ($e)
CHART! #H
LOCATION J TARIFF Crss t&@2/&ti0
',
TARI11 Total
0er5
$at%$#%e
)
:(%te
$at%$#%e
)
Ne(tra
&
:(%te
)%$$at%
$#%e)
0er5
)%$$at
%$#%e)
LOCATION COIMBATORE Co(nt 71 54 14 3 3 145
7 +%t2%n
LOCATION
49807 37827 9877 2817 2817 100.0%
POLLACHI Co(nt 15 24 10 4 4 57
7 +%t2%n
LOCATION
26837 42817 17857 7807 7807 100.0%
TIRUPUR Co(nt . 17 16 7 48
7 +%t2%n
LOCATION
16877 35847 33837 14867 100.0%
Total Co(nt 94 95 40 14 7 250
% within
LOCATION
7.#% 8.0% 1#.0% 5.#% 2.8% 100.0%
H3Bt(esis!
9ull 8ypothesis S8oTH There is no significant relationship bet/een the :ocation
of the .ustomers and Satisfaction of BS9: Tariff Plan-
Alternatie 8ypothesis S8(TH There is a significant relationship bet/een the :ocation
of the .ustomers and Satisfaction of BS9: Tariff Plan-
C(i+SG2&re Tests
4alue df Asymp- Sig- #,2sided$
Pearson .hi2Square *(-,+)#a$ D -+++
:i0elihood Ratio *+-+D' D -+++
9 of 4alid .ases ,>+
a- > cells #))-)J$ hae e5pected count less than >- The minimum e5pected count is (-)*-
TABLE! #F
INFERENCE!
')
7rom the aboe table% calculated alue is #*(-,+$ higher than the critical
alue #(>->($ at >J leel% so 9ull hypothesis S8+T has to be rejected #i-e-$ there
is a significant relationship bet/een the :ocation of the .ustomers and Satisfaction
of BS9: Tariff Plan-
LOCATION
TIRUPUR POLLACHI COIMBATORE
C
o
(
n
t
.0
60
40
20
0
TARI44
0er5 $at%$# %e)
:(%te $at%$# %e)
Ne(tra&
:(%te )%$at%$# %e)
0er5 )%$at%$#%e)
CHART! #F

ANALYSIS OF BRAND ATTRIBUTES
'*
TARIFF
FreG2e0'3 Per'e0t V&/i5 Per'e0t C212/&ti8e
Per'e0t
V&/i5 4ery satisfied F* )B-' )B-' %$.:
?uite satisfied F> )D-+ )D-+ $*.:
9eutral *+ ('-+ ('-+ F#.:
?uite dissatisfied (* >-' >-' F$.)
4ery dissatisfied B ,-D ,-D #""."
Tt&/ )*" #""." #""."
TABLE! )"
TARI44
TARI44
0er5 )%$at%$#%e)
:(%te )%$at%$# %e)
Ne(tra&
:(%te $at%$# %e)
0er5 $at%$# %e)
P
e
r
c
e
n
t
50
40
30
20
10
0
CHART! )"
INFERNCE!
7rom the aboe Table% it /as inferred that majority of the respondents #)DJ$ /ere
Q?uite SatisfiedR /ith a special regards to the BS9: Tariff Plan% /hile the least #,-DJ$
number of respondents /ere Q4ery DissatisfiedR /ith respect to the BS9: Tariff Plan-
NET?OR>
FreG2e0'3 Per'e0t V&/i5 Per'e0t C212/&ti8e
Per'e0t
'>
V&/i5 4ery satisfied ((> *'-+ *'-+ ;:."
?uite satisfied BD )(-, )(-, $$.)
9eutral )+ (,-+ (,-+ HF.)
?uite dissatisfied (> '-+ '-+ F*.)
4ery dissatisfied (, *-D *-D #""."
Tt&/ )*" #""." #""."
TABLE! )#
NET6OR;
NET6OR;
0er5 )%$$at%$#%e)
:(%te )%$$at%$# %e)
Ne(tra&
:(%te $at%$# %e)
0er5 $at%$# %e)
P
e
r
c
e
n
t
50
40
30
20
10
0
CHART! )#
INFERNCE!
As the Table depicts% a good majority of respondents #*'J$ /ere Q4ery SatisfiedR
/ith the 9et/or0 of BS9:% /hile the least #*-DJ$ /ere Q4ery DissatisfiedR /ith the
9et/or0 of BS9:-
COST
1'(%&(n45 2('4(nt Vali6 2('4(nt C&7&lati8(
2('4(nt
Vali6 0er5 $at%$#%e) 71 2.84 2.84 28.4
''
:(%te $at%$#%e) 93 3782 3782 #5.#
Ne(tra& 3. 1582 1582 80.8
:(%te )%$$at%$#%e) 36 1484 1484 .5.2
0er5 )%$$at%$#%e) 12 48. 48. 100.0
Total 250 100.0 100.0
TABLE! ))
CO*T
CO*T
0er5 )%$$at%$#%e)
:(%te )%$$at%$# %e)
Ne(tra&
:(%te $at%$# %e)
0er5 $at%$# %e)
P
e
r
c
e
n
t
40
30
20
10
0
CHART! ))
INFERENCE!
As the Table depicts% majority of respondents #)B-,J$ /ere Q?uite SatisfiedR /ith
special regards to the Satisfaction leel of .ost of BS9:% /hile the least number of
respondents #*-DJ$ /ere Q4ery DissatisfiedR /ith the Satisfaction leel of .ost of
BS9:-
CUSTOMER CARE
1'(%&(n45 2('4(
nt
Vali6 2('4(nt C&7&lati8(
2('4(nt
Vali6 0er5 $at%$#%e) 70 2.80 2.80 28.0
'B
:(%te $at%$#%e) 77 308. 308. 58.8
Ne(tra& 43 1782 1782 7#.0
:(%te )%$$at%$#%e) 2. 1182 1182 87.2
0er5 )%$$at%$#%e) 32 128. 128. 100.0
Total 250 100.0 100.0
TABLE! )%
CU*TOMER CARE
CU*TOMER CARE
0er5 )%$$at%$#%e)
:(%te )%$$at%$# %e)
Ne(tra&
:(%te $at%$# %e)
0er5 $at%$# %e)
P
e
r
c
e
n
t
40
30
20
10
0
CHART! )%
INFERENCE!
7rom the aboe Table% it /as inferred that majority of respondents #)+-DJ$ /ere
Q?uite SatisfiedR /ith the .ustomer care of BS9:% /hile the least number of respondents
#((-,J$ /ere Q?uite DissatisfiedR /ith BS9: .ustomer care-
ADDTIONAL PAC>AGE
1'(%&(n45 2('4(nt Vali6 2('4(nt C&7&lati8( 2('4(nt
Vali6 0er5 $at%$#%e) 44 1786 1786 17.#
:(%te $at%$#%e) 67 268. 268. 44.4
Ne(tra& 95 3.80 3.80 82.4
'D
:(%te )%$$at%$#%e) 33 1382 1382 .5.#
0er5 )%$$at%$#%e) 11 484 484 100.0
Total 250 100.0 100.0
TABLE! );
A//TIONAL PAC;AGE
A//TIONAL PAC;AGE
0er5 )%$$at%$#%e)
:(%te )%$$at%$# %e)
Ne(tra&
:(%te $at%$# %e)
0er5 $at%$# %e)
P
e
r
c
e
n
t
40
30
20
10
0
CHART! );
INFERENCE!
7rom the aboe Table% it /as inferred that majority of respondents #)DJ$ opined
Q9eutralR /ith the BS9:=s Additional Pac0ages% /hile the least number of respondents
#*-*J$ opined Q4ery DissatisfiedR /ith the Additional Pac0ages of BS9:-
QUALITY OF CUSTOMER SERVICE
1'(%&(n45 2('4(nt Vali6 2('4(nt C&7&lati8(
2('4(nt
Vali6 E<ce&&ent 24 986 986 ..#
Goo) 66 2684 2684 #.0
Aera'e 76 3084 3084 ##.4
'F
Poor 35 1480 1480 80.4
0er5 =oor 49 1986 1986 100.0
Total 250 100.0 100.0
TABLE! )*
:UALIT- O4 CU*TOMER *ER0ICE
:UALIT- O4 CU*TOMER *ER0ICE
0er5 =oor Poor Aera'e Goo) E<ce&&ent
P
e
r
c
e
n
t
40
30
20
10
0
CHART! )*
INFERENCE!
As the Table depicts% the majority of respondents #)+-*J$ /ere opined QAerageR
/ith special reference to the ?uality of .ustomer Serice% /hile the least number of
respondents #F-'J$ /ere opined Q;5cellentR /ith respect to the ?uality of .ustomer
Serice-

MIGRATION
1'(%&(n45 2('4(nt Vali6 2('4(nt C&7&lati8(
2('4(nt
Vali6 Certa%n 16 684 684 #.4
H%'2 c2ance . 382 382 ..#
B+
Not $(re 57 228. 228. 2.4
Lo+ c2ance 65 2680 2680 58.4
Neer 104 4186 4186 100.0
Total 250 100.0 100.0
TABLE! ):
MIGRATION
MIGRATION
Neer Lo+ c2ance Not $(re H%'2 c2ance Certa%n
P
e
r
c
e
n
t
50
40
30
20
10
0
CHART! ):
INFERENCE!
As the Table depicts% a good majority of respondents #*(-'J$ /ere opined Q9eerR
/ith special respect to the chance of Migration from BS9:% /hile the least number of
respondents #)-,J$ /ere opined Q8igh .hanceR /ith reference to the chance of
Migration from BS9:-
B(
*."
FINDINGS AND SUGGESTIONS
FINDINGS H
A good majority of the respondents #B)-,J$ /ere using Mobile phones /hile
#,'-DJ$ /ere not using Mobile phones-
B,
A good majority of the respondents #F*-DJ$ /ere using :andline telephone /hile
#>-,J$ /ere not using :andline telephone-
A good majority of people #)(-,J$ are using BS9:% /hile Tataindicom are the
least #+-*J$ by considering ,>+ samples% /ith respect to Mobile-
A good majority of people #DD-*J$ are using BS9:% /hile Tataindicom and
Airtel are the least #)-,J$ each% /ith respect to :andline-
A good majority of people #>(-,J$ are familiar /ith BS9:% /hile #+-DJ$ of
people are familiar but hae neer used-
A good majority of respondents #)F-'J$ opined that BS9: is QSome Chat
BetterR /hen compared to other serices% /hile the least number of respondents
#+-*J$ opined QDon=t 0no/M9eer usedR-
There is a significant relationship bet/een the Age of the .ustomers and Mobile
Serice used by the .ustomers-
There is a significant relationship bet/een the :ocation of the .ustomers and
Migration of .ustomers-
There is a significant relationship bet/een the :ocation of the .ustomers and Satisfaction of
BS9: 9et/or0 used by the .ustomers-
There is a significant relationship bet/een the :ocation of the .ustomers and
Satisfaction of BS9: 9et/or0 used by the .ustomers-
B)
There is a significant relationship bet/een the Satisfaction of .ost of BS9: and Migration of
.ustomers-
There is a significant relationship bet/een the ?uality of .ustomer serice and Migration of the
.ustomers-
There is a significant relationship bet/een the :ocation of the .ustomers and Satisfaction leel of
BS9: compared /ith other Serices-
There is a significant relationship bet/een the :ocation of the .ustomers and Satisfaction of
BS9: Tariff Plan-
A good majority of the respondents #)DJ$ /ere Q?uite SatisfiedR /ith special
regards to the BS9: Tariff Plan% /hile the least #,-DJ$ number of respondents
/ere Q4ery DissatisfiedR /ith respect to the BS9: Tariff Plan-
A good majority of respondents #*'J$ /ere Q4ery SatisfiedR /ith the 9et/or0 of
BS9:% /hile the least #*-DJ$ /ere Q4ery DissatisfiedR /ith the 9et/or0 of
BS9:-
A majority of respondents #)B-,J$ /ere Q?uite SatisfiedR /ith special regards to
the Satisfaction leel of .ost of BS9:% /hile the least number of respondents
#*-DJ$ /ere Q4ery DissatisfiedR /ith the Satisfaction leel of .ost of BS9:-
A majority of respondents #)DJ$ opined Q9eutralR /ith the BS9:=s Additional
Pac0ages% /hile the least number of respondents #*-*J$ opined Q4ery
DissatisfiedR /ith the Additional Pac0ages of BS9:-
B*
The majority of respondents #)+-*J$ opined QAerageR /ith special reference to
the ?uality of .ustomer Serice% /hile the least number of respondents #F-'J$
opined Q;5cellentR /ith respect to the ?uality of .ustomer Serice-

A good majority of respondents #*(-'J$ opined Q9eerR /ith special respect to
the chance of Migration from BS9:% /hile the least number of respondents
#)-,J$ opined Q8igh .hanceR /ith reference to the chance of Migration from
BS9:-
.ustomers /ere felt that monthly rental /as too high hence the reason that most
of them /ere surrendering-
Recharge card rates are ery high so ma0e some arrangements to ma0e recharge
cards aailable at cheaper rates-
Some customers felt that /hen landline phone gets out of order% it is not chec0ed
or corrected for een (month% hence there /as heay business loss-
1n the eening% lines are not getting connected since net/or0 problem /as too
high-
Chen phone /ent out of order% the respondents /ere still charged for calls-
.ustomers are ery much dissatisfied /ith :inemen% because of irresponsibility-
#.ollecting amount from customers$-
Regarding .ell one respondents complained% 9et/or0 is al/ays busy /ith other
mobile serices-
During the rainy season noise in the instrument is a problem-
B>
Respondents felt that there /as no personaliGed serice to customers-
Due to non2aailability of .U! connections to all% most of the customers
surrendered BS9: and migrated to Airtel-
.ustomers perceied that the bills are al/ays inflated-
Due to e5cessie rules and regulations for operating (rupee coin telephones
customers are not /illing to buy and they are preferring Airtel and Reliance-
;en after Surrendered the phone before 'months deposit amount /as not yet
receied but receiing bill-
.ustomers are e5pecting more number of free calls-
1n Pollachi net/or0 is not proper inside the house so .ustomers /ere ery much
dissatisfied-
Cith regards to mobile serices options are limited hence customers /ere
s/itching oer to other serice proiders-
The e5tensie time lag bet/een submission of application and receiing of a
telephone connection had made some respondents s/itch oer to other serice
proiders-
Due to the maturity and easy aailability of Mobile serice most of the customers
/ere surrendered their landline connection-
Due to limited number of linemen% faults /ere not immediately attended to% hence
customers /ere ery much dissatisfied-
B'
.ustomers /ere preferring to replace their old instrument-
1t /as brought to notice of the researcher that prepaid S1M cards too0 up to (+
days for actiation-
There is not much a/areness among the .ustomer=s regarding the facilities /hich
are proided by BS9:% so effectie media campaign is a must to enhance the
a/areness leel-
Most of the people /ere not satisfied /ith the BS9: .ustomer Serice for both
Mobile and :andline-
The respondents felt that the number of payment serice counters /as inadequate%
hence more payment counters should be made aailable-

Students are not much interested in BS9: .ell one because of non2aailability of
SMS facilities-
The respondents felt that The BS9: cell ones starter pac0 and recharge cards are
in perennial short supply-
The respondents e5perienced net/or0 problems /hen they used roaming to cities-
The respondents suggested that simple alue added such as display of last call rate
and balance amount should be made aailable by BS9:-
;en though customers /ere dissatisfied /ith BS9: due to :oyalty they are still
using BS9: serice #7or only 1ncoming$-
BB
@ne of the major irritations% as told by the respondents /as that the
communication instruments proided by BS9: /ere of poor quality and hence
they had to face frequent problems /ith the instruments-
BD
SUGGESTIONS!
7rom the research study% it has been found out that the .ustomers are ery
particular about the ?uality of the Telecom serices and hence they /ant BS9:
to increase the ?uality of BS9: serices by proiding the .ustomers an attractie
instrument /ith ne/ /iring connections-
.ustomers /ere una/are about the ne/ schemes proided by BS9:% so effectie
media campaign is a must to enhance the a/areness leel-
Recharge coupons /ere aailable only at higher rates /hen compared /ith other
brands% so BS9: may ta0e some steps to proide recharge coupons at lo/er rates
/ith arious denominations-
BS9: may also introduce some sales promotion such as cash discounts< ?uality
discounts hence the promotional actiities /ould further strengthen the mar0et
share of the .ompany-
BS9: may reduce the monthly rentals and also the serice ta5-
BS9: may introduce free serice of SMS regarding .ell one-
.aller 1d=s should be proided immediately after the .ustomers requisition-
.ustomer care of BS9: should be improed a lot-
BS9: should ta0e steps to curb the corrupt practices of the :inemen-
BF
BS9: may introduce .U! connection li0e other serices so that they may retain
their first position in the mar0et-
:."
CONCLUSION
D+
.onclusionH
BS9: being a public sector% in order to thrie and e5cel% hae to understand about the
.ustomers e5pectations-
They also hae to understand about their competitors and their nuances in understanding
their .ustomers-
Since .ommunication industry is a ery competitie one it is high time for BS9: to
understand about their .ustomers in :andline as /ell as Mobile serices-
D(
$."
BIBLIOGRAPHY
D,
BIBLIOGRAPHY
PR19.1P:;S @7 MARL;T19! MA9A!;M;9T + P81:1P L@T:;R
+ RA3A9 SAE;9A
MARL;T19! R;S;AR.8 + DA41D A-AAL;R
+ !;@R!; S- DAA

R;S;AR.8 M;T8@D@:@!A + L@T8AR1 .-R-
?EBSITES!
(- ///-bsnl-co-in
,- ///-yahoo-com
)- ///-google-com
D)
H."
ANNELURE
D*
(- Chat is your AgeO
a- Bet/een ,+2)+- b- Bet/een )(2)>- c- Bet/een )'2*+-
d- Bet/een *(2>+- e- Aboe >+-
,- Chich of these best describes your jobO
a- Managerial
b- Professional
c- .lerical
d- Manual Cor0er
e- Student
f- Retired
g- Agriculture
)- Under /hich category you belong to regarding your Monthly 1ncomeO
a- Belo/ >+++- b- Bet/een >+++2(++++- c- Bet/een (++++2(>+++-
d- Bet/een (>+++2,>+++- e- Aboe ,>+++-
*- Are you using mobile sericesO
a- Aes
b- 9o
>- And /hich of the follo/ing mobile serices you are using currentlyO
a- BS9:-
b- Tata 1ndicom-
c- Reliance-
d- Airtel-
e- Aircel-
f- BP:U8utch-
g- Any other please mention
D>
'- Chich of the follo/ing :andline Serices you are using currentlyO
a- BS9:-
b- Tata 1ndicom-
c- Reliance-
d- Airtel-
e- Any other please mention-
B- 8o/ familiar are you /ith BS9: SericesO
a- 4ery familiar #use on regular basis$-
b- Some /hat familiar #use it only some times$-
c- 7amiliar but neer used it-
d- 9eer heard of serice before-
D- 8o/ satisfied are you /ith the Tariff plan of BS9:O
a- 4ery satisfied
b- ?uite satisfied
c- 9eutral
d- ?uite dissatisfied
e- 4ery dissatisfied
F- 8o/ satisfied are you /ith the net/or0 of BS9:O
a- 4ery satisfied
b- ?uite satisfied
c- 9eutral
d- ?uite dissatisfied
e- 4ery dissatisfied
(+- 8o/ satisfied are you /ith the cost of BS9:O
a- 4ery satisfied
b- ?uite satisfied
c- 9eutral
d- ?uite dissatisfied
e- 4ery dissatisfied
((- 8o/ satisfied are you /ith the customer care of BS9:O
a- 4ery satisfied
b- ?uite satisfied
c- 9eutral
d- ?uite dissatisfied
e- 4ery dissatisfied
(,- 8o/ satisfied are you /ith the additional pac0ages of BS9:O
D'
a- 4ery satisfied
b- ?uite satisfied
c- 9eutral
d- ?uite dissatisfied
e- 4ery dissatisfied
()- 1n thin0ing about your most recent /ith others /as the ?uality of the BS9:
.ustomer Serice you receiedH
a- ;5cellent-
b- !ood-
c- Aerage-
d- Poor-
e- 4ery poor-
(*- .ompared /ith others /ould you say that BS9: is
a- Much better-
b- Some /hat better-
c- About the same-
d- Some /hat /orse-
e- Don=t 0no/ #or$ 9eer used-
(>- SaT- All things considered oer the ne5t (, months ho/ li0ely are you to replace your
current Serice
a- .ertain-
b- 8igh chance-
c- 9ot sure-
d- :o/ chance-
e- 9eer-
SbT- 1f you are loo0ing to replace your current Serice /hat are some of the reasons for
doing soO
DB