K L University Business School

(KLUBS)

Proposal of Management Thesis

On

A STUDY ON CUSTOMER PERCEPTION VALUE ADDED SERVICES

OF AIRTEL PREPAID CARDS IN VIJAYAWADA

Submitted to

Vijay Kumar Reddy P V

By

G.VENKATANARAYANA

09102030
 CUSTOMER PERCEPTION TOWARDS VALUE
ADDED SERVICES OF AIRTEL PREPAID CARDS

INTRODUCTION:
Incorporated on July 7 1995 Bharathi Airtel ltd is a division of
Bharathi enterprises the business of Bharathi Airtel is structured into two main
strategic groups. Mobility and infotel.the mobility business provides GSM
mobile services in all 23 telecommunications circles in India while the infotel
business group provides telephone services and internet access over DCL in 15
circles the company complements its mobile, broadband and telephone services
with national and international long distance services. The company also has a
submarine cable connecting Chennai and Singapore.

Bharathi tele-venture provides end-to-end data and enterprise

Services to carporates customers by leveraging its nationwide fibrotic backbone,
last mile connectivity in fixed-line and mobile circles, VSATS, ISP and
international band width access through the gateways and landing station. All of
Bharathi tele-ventures services are provided under the Airtel brand. As of
September 2005 Bharathi tele-ventures was the only company to provide mobile
services in all 23 telecom circles in India.

OBJECTIVE OF STUDY

The Indian communications scenario has transformed into a multiplayer,

multiproduct market with varied market size service. the value chain has split
into domestic/local calls, long distance players and international long distance
players.
OBJECTIVES OF STUDY ARE:

1. What marketing strategies the Airtel is implementing to defend and increase

the market share

2. To find who are the competitors of the Airtel and the market share of the
competitors and what strategies Airtel is implementing to beat is competitors

3.To find out how Airtel react to the technology changes in the communication
sector.

DESCRIPTION OF THE PROBLEM

1. Strong visibility of competitors.

2. Sour experience with Airtel by few can lead to bad word of mouth.
3. Continuous improvement in competitor services.
4. Competitors from other cellular and mobile operators.
5. Saturation point in basic telephony service.

Justification and significance of study:

This study helps firms and organizations improve their marketing strategies by
understanding issues such as how

 The psychology of how consumers think, feel, reason, and select between
different alternatives (e.g., brands, products, and retailers);
 The behavior of consumers while shopping or making other marketing
decisions;
 Limitations in consumer knowledge or information processing abilities
influence decisions and marketing outcome; 
 How consumer motivation and decision strategies differ between
products that differ in their level of importance or interest
  How marketers can adapt and improve their marketing campaigns and
marketing strategies to more effectively reach the consumer.
 Helps the company in developing strategies for lean retailing in the store.

DATA COLLECTION METHOD

THERE ARE TWO TYPE OF METHOD OF DATA COLLECTION

1. Primary data

2. Secondary data

PRIMARY DATA WAS COLLECTED USING THE FOLLOWING TERMS

Questionnaire method

Direct interview method

Observation method

The main tool used was the questionnaire method, further

direct interview method, where a face-to-face formal interview was taken; lastly
observation method has been continuous with the questionnaire method as one
continuously observes the surrounding environment he works in.

RESEARCH METHODOLOGY
RESEARCH DESIGN:

A research design is an 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. It constitutes the blue print for collection,
measurement and analysis of data. The research design for my research is
exploratory and descriptive as I will be exploring about the preference of the
customer for prepaid or postpaid Airtel connection and to gauge the customer
satisfaction will be another parameter towards exploratory study.
Choice of statistical procedures:

Analysis, particularly in case of survey or experimental data, involves

estimating the values of unknown parameters of the population and testing of
hypotheses for drawing inferences. Analysis may, therefore, be categorized as
descriptive analysis and inferential analysis (Inferential analysis is often known
as statistical analysis).

“Descriptive analysis is largely the study of distributions of one variable. This

study provides us with profiles of companies, work groups, persons and other
subjects on any of a multiple of characteristics such as size. Composition,
efficiency, preferences, etc.”

Inferential analysis: is concerned with the various tests of significance for

testing hypotheses in order to determine with what validity data can be said to
indicate some conclusion or conclusions. It is also concerned with the
estimation of population values. It is mainly on the basis of inferential analysis
that the task of interpretation (i.e., the task of drawing inferences and
conclusions) is performed.

The important parametric tests are:

(1) z-test;
(2) t-test;
(3) 2-test, and
(4) F-test.
  T-test is considered an appropriate test for judging the significance of a
sample mean or for judging the significance of difference between the
means of two samples in case of small sample(s) when population
variance is not known (in which case we use variance of the sample as an
estimate of the population variance).

 2 -test is used for comparing a sample variance to a theoretical

population variance.

 F-test is used to compare the variance of the two-independent samples.

This test is also used in the context of analysis of variance (ANOVA) for
judging the significance of more than two sample means at one and the
same time.

 Z-test is used for judging the significance of several statistical measures,

particularly the mean. The relevant test statistic*, z, is worked out and
compared with its probable value (to be read from table showing area
under normal curve) at a specified level of significance for judging the
significance of the measure concerned. This is a most frequently used test
in research studies.

Research Plan:

Project Schedule: Scheduled for a period of 8 weeks from September to

November.

Major Phases Involved:

1. Recognition and determination of the status of the phenomenon to be

investigated or the Unit of attention.
2. Collection of data, examination and history of the given phenomenon.
3. Analysis of data collected using statistical tools to test hypothesis.4. Arriving
to conclusion thereby verifying the hypothesis.
4. Submission of report on thesis.
REFERENCES

BOOKS:
1. MARKETING MANGEMENT-Dr.R.L GUPTA

2. PRINCIPLES OF MARKETING-GERY ARMSTRONG

3. MARKETING RESEARCH-D.D.SHARMA

4. MARKETING RESEARCH-GREEN&TULL

WEBSITES

WWW.airtel.in

www.airtelworld.com

www.reserachandmarket.com

www.info-shop.com