CHAPTER I

INTRODUCTION
1.1 Introduction to the study
Communication has been one of the most important aspects of the growth
of human society and culture. Telecommunications, the transmission of signals
over a distance for a purpose of communication, is also very important. It
provides business, money and market stability in the world. The telecom sector
is one of the leading contributes to INDIAs flourishing economy.
Telecommunication sector opportunities in INDIA assures a transperant, safe,
and secured ambiance for the telecom market. It includes introduction of
internet telephony services and an international long distance service sector. The
opportunities in the INDIAN telecom sector is increasing as a massive space
with the introduction of newer and innovative schemes in various sectors and at
present the telecom sector in INDIA is claimed to be one of the major
contributors flourishing economy.
BSNL is rapidly growing in INDIA with significant international operations.
The BSNL name is a unique asset representing leadership with trust. Customer
satisfaction in telecommunications will reflect the service delivery process as
experienced by customers in this competitive business scenario each and every
activity starts and ends with the customer. In the present scenario the
telecommunication is lifeblood for every business activities. The interaction
between customers and the delivery system is effected via alternative contact
points; each one of them will be investigated for its impact on the overall
customer satisfaction. Each contact point may retain a relative independence
concerning criteria of customer satisfaction such as personnel, speed, reliability,
and pricing. The objectives of this study are to find the customers attitudes
towards the BSNL service. This study helps to find out the factors affecting
purchasing behavior of telecom products and to know customers opinion to the
services offered by the BSNL.



1.1 RELEVANCE OF THE STUDY
The relevance and importance of understanding
consumer behaviour is rooted in the modern concept in order to in order to
operational this concept, management attempts to solve some consumption
problems of customers. Consumer feedback is providing the market reflections
to the marketer. This enables them to gain awareness about their market
performance and customer preference. The conducted study examined the
customer satisfaction status on various service offerings by BSNL and the major
factors influencing it.
Consumer behavior is dynamic. Therefore it is necessary to
continuously study, analyse and understand it and monitor this understanding to
the marketing management so that effective decisions can be taken in respect of
products, price, promotion and distribution. The rating factor of todays market
is having a common axis named consumer, who is deciding destiny of any
firm in the market.











1.2 OBJECTIVES OF THE STUDY
The objectives of the study are;
To understand the customer satisfaction level in BSNL
To identify the services provided by BSNL
To identify the new schemes offered by BSNL
To suggest the marketing strategies to improve the performance of BSNL
To know the customer awareness of BSNL new offers













1.3 RESEARCH METHODOLOGY
In the pursuance of the above mentioned
objectives, the following methodology has to be adopted for conducting the
study.
PROBLEM DEFINITION: A study on mobile phone customer satisfaction of
BSNL with the special reference to Wayanad district.
SOURCE OF DATA: The primary source information for the study is from
interview schedule administered through personnel interviews and telephone
interviews conducted with the BSNL subscribers in the district of wayanad.
The secondary source of information for the study were obtained from
magazines, newspapers, books, websites and broaches.
DATA PROCESSING AND ANALYSIS: The primary and secondary data are
classified, processed and analyses with the help of certain mathematical and
statistical tools like, Percentage, average, tables, bar diagrams and column
diagrams.








1.4 LIMITATIONS OF THE STUDY
The main limitations of the study are;
The sample size is limited to only 100 respondents
The sample group was restricted to wayanad district only. Hence the
results may not be true for other geographical areas
Only definite and certain feature of the mobile phone connections
have been taken into consideration
The time at the disposal of the researcher is limited
Validity and reliability of data are obtained depends on the responses
from the customer.