Professional Documents
Culture Documents
CHAPTER - 1
GENERAL INTRODUCTION
A large population, have low telephony penetration levels and rise in consumers income and spending owing to strong economic growth have contributed to making Indi the fastest growing telecom market in the world. In the beginning, two way radios (known as mobile rigs) were used in vehicles such as tanicabs, police cruisers, ambulances, and the like, but were not mobile phones because they were not normally connected to the telephone network. Users could not dial phone numbers from their mobile radios in their vehicles. A large community of mobile radio users, known as the mobile radios in their vehicles. A large community of mobile radio users, known as the mobilizes, popularized the technology that would eventually give way to the mobile phone. Today communication has been modernized from the telegraphic communication into pocket sized mobile communication plays very crucial role to connect the people from different places within seconds at any time at any place in the world. In this 21st century, without communication no activities can be done. For eg.: Business people are taking any marketing decisions through mobile communication. It helps not only in the business, it covers all the other activities, which take place. So no person cannot live without communication in the present competitive era.
Dept. of MBA, PESSE. 2011 2012 Page 1
Idea cellular is a publicity listed company having listed on the BSE (Bangalore Stock Exchange) and the NSE Stock Exchange) in Mumbai. Idea cellular is a leading GSM Mobile service operator with Pan India Licenses, with a customer base of 47 million in 17 states are operations are soon expected to start in Kokata and west Bengal, Nort East and Assam and Jammu and Kashmir. A frontrunner in introducing revolutionary tariff plans, IDEA cellular has the distinction of offering the most customers friends and competitor prepaid offering for the first time in India, in an increasingly segmented market. From basic voice and short message service (SMS) services to high end value added services such as mobile TV generation and IDEA is seen as an innovative customer founded brand. IDEA Wowen Card cellers to the special needs of women on the move and youth card covered the emerging youth segment. IDEA MY GANG. The widely popular bagged the prestigioius Golden Peacock Award 2008 under the most innovative product category at the 19th world congress on Total quality. A brand known for many first, IDEA was the first to launch the GPRS & EDGE in India. IDEA has partnered with Research inmotion (RIM) to offer Black Berry service on its network. IDEA net setter plug and play, EDGE enabled USB data card offered affordable data connectivity with faster speed and consistency.
Dept. of MBA, PESSE. 2011 2012 Page 2
(National
IDEA offers seamless coverage to roaming centomon travelling to any part of the country, as well as traditional travelling customers across over 200 countries. IDEA cellular has partnership over 400 operates worldwide to ensure that customers are always connected while on the move across the globe. IDEA part of the Aditya Birla Group. Indias first truly multinational corporation. The group operation in 25 countries and in anchored by over 1,25,000 employees belonging to 25 nationalities. The group has been adjudged The Best employer in India and among the top 20 in Asia by the Hewitt-Economic Times & wall street journal study 2007.
History
Incorporated as Birla Communications Limited in 1995 obtained licenses for providing GMS based serviced in Gujarath and Maharashtra circles following the original GSM license bidding process. In 1996 changed name to Birla AT & T communication limited following joint venture between Grasim Industries and AT & T corporation. In 2000 merged with Tata Cellular limited, thereby acquiring original license for the Andhra Pradesh circle.
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2004
changed
the
name
as
Idea
Mobile
communications Limited., In 2006 become part of the Aditya Birla Group subsequent to the TATA Group transferring its entire shareholders in the company to the Aditya Birla Group. Acquired Escorts Telecommunications Limited.
In 2007 Merger of seven subsidiaries with Idea Cellular Lilmited. In 2008 Idea acquired 9 licences for Punjab, Karnataka, Tamil Nadu and Chennai, West Bengal, Orissa, Kolkata, Assam, North East and Jammu and Kashmir. Acquired spice communication with the operating circles of Punjab and Karnataka.
In 2009 Idea launches services in Tamil Nadu, Idea expanded services in Orissa.
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telecommunications
market
for
mobile
services is divided into 22 service areas classified into metro category A, category B and category C service areas by the Government of India. These classification are based principally on a service areas revenue generating potential. Our 17 operational service area are broken up into established and new service area. The Idea have already 40,016,153 customers are there. Considering the facts that service quality is vital for business success and consumer is occupying the centre stage in the business, service provider should consider the success factors of their business. At the end of the day human element occupies the centre stage in service sector and other supporting activities like technical skills etc. provides sufficient strength to carry on the business. Indian Telecom sector, like any other industrial sector in the country, has gone through many phases of growth and diversification. Starting from telegraphic and telephonic system in the 19th century, the field of telephonic communication has now expanded to make use of advanced technologies like GSM, CDMA and WLL to the great 3G technology in mobile phones. Day to day both the public players and the private players are putting in their resources and effects to improve the telecommunication technology so as to give the maximum to their customers.
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So the customers find difficulty to evaluate the quality of service offered by various services providers and select the best one. Customer derives greater satisfaction from a service when they play a bigger role in creating and providing the service. Customer knowledge about the service also determines his expectations of service.
Chapter 2
RESEARCH METHODOLOGY
Title of the Study:
A study on Service reliability of IDEA company with regard to Tumkur district.
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Customer retention model for Postpaid. be done in future to increase demands will be highly fruitful for the company betterment. Hence, this study aims at analyzing the service
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customer during the purchase of Idea services. 18.To find out the market share of the Idea services.
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Research design
A research design is purely a master plan or model for the conduct of investigation. It is specification of procedure for collecting and analyzing the information required for the solution of some specific problem. Market research design can be classified on the basis of the fundamental objectives of the research
Research design
Explanatory
Descriptive Casual
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Research Method
Primary data can be collected in 5 ways for the study of the problem.
Research method
Personal Interview Telephone Mail Personal interview techniques are used backed up by structured questionnaire, a famous research tool for the study.
Research instrument
A structured questionnaire of both open and closed end is felt necessary for the research problem.
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Customer retention model for Postpaid. Primary data can be collected through number of method such as survey and observation method. The primary data is collected structured questionnaire form the customers.
Internal sources
Informal business records, accounting records, sales force records, miscellaneous records.
External sources
Survey reports, business magazines, trade journals, report of some specific projects, internet.
Sampling design
Sampling design is the basic unit containing the elements of population to be sampled. In this project, the respondents are chosen from the customers of Tumkur city.
Sampling size
How many people should be surveyed? The size of the sample has direct relationship with the degree of accuracy desired in the investigation. A sample size of 100 respondents was chosen on a random basis.
Methodology
The methodology reveals its meaning, the purpose and the way of collection of information from various sources.
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Primary data
A structured questionnaire was used to collect primary data (a copy of which is attached to the appendix). In structured questionnaire the various questions are typed on a form, in a nature containing yes, no answers, rating and open ended questions. Questions and multiple choice questions were carried out to the respondents in the questionnaire. The use of structured questionnaire was to limit the time of the respondents and to eliminate bias from the answers to the great extent possible.
Secondary data
Secondary data were collected through research of brochure magazines and website.
Plan of Analysis
The study is divided into several parts: 1. First part deals with general introduction of the product. 2. Second part deals with research methodology, which consists of statement of the problem, objectives, scope, limitations and research design.
3. Third part deals with theoretical background consists of
Customer retention model for Postpaid. 4. Fourth part deal with company profit which includes history, growth, business summary, etc.
5. Fifth part deals with product
services of Idea company. 6. The data collected were analyzed and interpreted by using statistical tools like charts, tables, graphs and diagrams in the sixth part. 7. Seventh part deals with summary of survey findings. 8. Eight part deals with suggestions 9. Ninth part deals with conclusion.
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Chapter 3
Market
Market is a place where buyer and seller interact together for purchase and sales of goods and services. According to
Dept. of MBA, PESSE. 2011 2012 Page 16
Customer retention model for Postpaid. Philip Kotler, A Market is an area for potential exchanges. A market is an aggregate demand the potential buyers for a products/service. A market consists of the forces of supply (sellers) and demand (buyers) facilitating an exchange process between sellers and buyers. Exchange commerce or marketing. is the heart of
Market
Body of sellers
Body of buyers
According to Philip Kotler and Gary Armstrong, Marketing is the business function that identifies customers needs and wants, determines which target markets the organization can serve beset and design appropriate products, services and programs to serve these markets.
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Customer retention model for Postpaid. Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating, offering, exchanging and transacting products of value with others. This definition of marketing rests on the following core concepts, needs, wants relationships and demands: network; products (goods, and services and ideas); value and satisfaction exchange and transactions; prospects. and marketers
Markets
Marketing management
Marketing management represents marketing concepts in action i.e., preplanned demand management under customer oriented marketing philosophy. Marketing management may be defined as, The process of management of marketing programming for accomplishing
Dept. of MBA, PESSE. 2011 2012 Page 18
Customer retention model for Postpaid. organizational goals and objectives. Marketing management involves planning, implementations and control of marketing programs or campaign.
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Marketing research
Marketing research is the systematic gathering, recording and analyzing of idea about problems connected with market place that is problems related to product, price, promotion and distribution of the 4Ps of the marketing mix. Marketing research is said to be moving away from simple surveys to action oriented, decision oriented, problem solving research. Reflecting this change in orientation, marketing research may be defined as the scientific and controlled process of gathering of non-routine marketing information helping management to solve marketing problems. Marketing is concerned with all those factors, which have a direct impact upon the marketing of products and services.
Marketing research is directly interested in offering sound alternative solutions, to all marketing problems relating to exchange of goods and services from producer to consumers. Beginning and end of marketing is marketing research.
Surveys
A survey consists of gathering data by interviewing a limited number of people (a sample) selected form a larger group. A survey has the advantage of getting to the original source of information. In this method, the researcher obtains information from the respondents by interviewing them. This is the most common method of getting primary data. This method is more effective than the experimental and observation approach. The survey can be conducted in two ways: Sampling survey and census survey under census survey, the marketer conducts survey covering the entire market. The data are collected from each and every person in the market. But under sampling survey, only a part of the whole group will be studied. We may study a sample drawn from the large group and if the sample is adequately representative of the group, we should be able to arrive at valid conclusions.
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Customer retention model for Postpaid. As such, sampling survey is widely accepted. Data collection under the survey method is of three types. 1. Personal interview 2. Mail questionnaire 3. Telephone interview
Product
A product is any tangible, intangible offering that might satisfy the needs or aspirations of a consumer. According to Philip Kotler, A product is anything that can be offered to a market for attention, acquisition, a use or consumption that might satisfy a want or need. It includes physical objects, services, persons, places, organization and ideas.
Features of a product
1. Tangibility 2. Intangible attributes 3. Associated attributes 4. Exchange value 5. Consumer satisfaction
Product mix
A product mix is the set of all product lines and items that a particular seller offers for sale to buyers. It has four main characteristics. 1. Length 2. Width
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Customer
The customer is the focal point of the marketing mix. He is not dependent on the seller in reality and not an interruption of sellers work. A customer does the seller a favor when he meets the salesman. The salesman is not doing him a favor by serving him. Let the salesman remember three things. 1. A customer is the most important asset a marketer/seller can have. 2. A customer is the hardest thing to get. 3. A customer is the easiest thing to lose.
Consumer preference
It is priorities given by the customers towards particular product or towards brand and other related product aspects. Here consumer preference depends on the advantages of particular product over other product or brand.
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Customer retention model for Postpaid. and wants more effectively and efficiently than
competitors.
Service quality
It is difficult for customers to evaluate services as compared to conventional products. It is because of this reason that service providing firm give a lot of thought to the physical environment in which the service is delivered they try to build up a service image with tangible features. Many such tangible service features are included in the advertising and promotional literature. Service quality means focusing on satisfying customers need and in that sense it is not much different from product quality which also focuses on satisfying customer needs. However, service will be intangible and can be experienced by the customer only. Parasuraman, Zenithal and Berry developed a research instrument called SERVQUAL to measure customer satisfaction with different aspects of service quality. Accordingly there are five specific dimensions of service quality. They are: Tangibles
Empathy
Reliability
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Assurance
Responsiveness
Assurance
Assurance relates to knowledge and accuracy of employees and their ability to convey trust and confidence. This inspires trust and confidence. This dimension is of great significance for service where a customer perceives high risk include legal services medical services, brokerage and stock services.
Empathy
Empathy is the ability to provide caring individualized attentions the firm provides its customers. Empathy means treating the customers as indirect i.e., it calls for customized services. For organization each customer is unique and they provide personalize service to their customer.
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Tangibles
Tangibles are appearance of physical facilities, equipment, personnel and communication materials. The customer evaluate the quality of services as above tangible features. The service organization try to enhance their image, provide continuity and through tangibles signal quality to customers.
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Reliability
In marketing research, reliability is the accuracy with which data portrays reality, particularly when a sample group is studied in order to make generalization about a total population. Reliability is the ability of the entity to perform its assigned task predictably and without fail at all times. Fujitsus quality of service management as delivered through its quality of service. Appliance is designed for conforms to the highest possible reliability standards. In the world of service level management there are four areas that require a reliability strategy. 1. The network and system operation. 2. New equipment introduction (for possible compromise of existing network and system integrity). 3. The new equipment itself. 4. The service status and warranty commitments of new equipment suppliers. Service reliability includes three important factors:
1. Accessibility 2. Continuity -
desired duration
3. Performance
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Competition
The intangible inseperable and heterogeneous nature of telecom service poses difficulty to new players in attracting potential customers. It also makes it difficult for the existing players attempt to convince customers by offering various supplementary services using advanced technology.
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Market segmentation
It is the basic step for any service to be served and the marketing strategy required to serve it. Therefore, let us start with an understanding of market segmentation of the telecom industry in India. The market for telecom industry can be divided into following segments based on the consumer.
Individual
The customers most or important households. segment Because is of that the of individual of monopoly
government owned tele-communication sector in India. People earlier paid very high prices for communication services. After the basic telephone services were opened for private players in 1994, many players entered the market and the prices came down owing to competition. Te number of individual users increased significantly as the reach improved and service efficiency increased.
Corporate
Corporate communication includes the communication of information between two units in two different locations of a city, of country or in two different countries. Business communication can take any form, telephonic conversation letter, email, fan, etc. it is important that the message be conveyed clear and fast, without any distortions for the business to function effectively and efficiently.
Dept. of MBA, PESSE. 2011 2012 Page 31
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Rural
During the monopoly of the government owned service providers, the worstly affected customer was the rural customer. The reach was so bad and the quality of service provided was even worse. The telecom revolution of the late 80s and early 90s saw a change in the rural areas and provide basic telephone services at subsidized prices, the reach of telecom services to remote areas has improved. The efficiency of the services has also improved.
Urban
In urban areas, the number of telephone subscribers is significantly higher than rural areas. This is because of not only the available infrastructure but also the presence of educated masses, which are comfortable using technology and therefore use it more frequently. Infact, urban India has grown to become dependent on telecom services. This is one of the reasons why most cellular service providers start their business in the cities first and then proceed to capture the rural areas.
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Chapter 4
INDUSTRY PROFILE
Mobile Phones - A History
Introduction Digital wireless and cellular roots go back to the 1940s when commercial mobile telephony began. Compared with the furious pace of development today, it may seem odd that mobile wireless hasn't progressed further in the last 60 years. Where are our video watch phones? There were many reasons for this delay but the most important ones were technology, cautiousness, and federal regulation. As the loading coil and vacuum tube made possible the early telephone network, the wireless revolution began only after low cost microprocessors and digital switching became available. The Bell System, producers of the finest landline telephone system in the world, moved hesitatingly and at times with disinterest toward wireless. Anything AT&T produced had to work reliably with the rest of their network and it had to make economic sense, something not possible for them with the few customers permitted by the limited frequencies available at the time. Frequency availability was in turn controlled by the Federal Communications Commission, whose regulations and
Dept. of MBA, PESSE. 2011 2012 Page 34
Customer retention model for Postpaid. unresponsiveness constituted the most significant factors hindering radio-telephone development, especially with cellular radio, delaying that technology in America by perhaps 10 years. In Europe and Japan, though, where governments could regulate their state run telephone companies less, mobile wireless came no sooner, and in most cases later than the United States. Japanese manufacturers, although not first with a working cellular radio, did equip some of the first car mounted mobile phone services, their technology equal to whatever America was producing. Their products enabled several first commercial cellular telephone systems, starting in Bahrain, Tokyo, Osaka, Mexico City. Wireless and Radio Defined Communicating wirelessly does not require radio. Everyone's noticed how appliances like power saws cause havoc to A.M. radio reception. By turning a saw on and off you can communicate wirelessly over short distances using Morse code, with the radio as a receiver. But causing electrical interference does not constitute a radio transmission. Inductive and conductive schemes, which we will look at shortly, also communicate wirelessly but are limited in range, often difficult to implement, and do not fulfill the need to reliably and predictably communicate over long distances. So let's see what radio is and then go over what it is not.
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Customer retention model for Postpaid. Weik defines radio as: "1. A method of communicating over a distance by modulating electromagnetic waves by means of an intelligence bearingsignal and radiating these modulated waves by means of transmitter and a receiver. 2. A device or pertaining to a device, that transmits or receives electromagnetic waves in the frequency bands that are between 10kHz and 3000 GHz." Interestingly, the United States Federal Communications
Commission does not define radio but the U.S. General Services Administration defines the term simply: 1. Telecommunication by modulation and radiation of
communication via electromagnetic waves. 3. A general term applied to the use of radio waves. Radio thus requires a modulated signal within the radio spectrum, using a transmitter and a receiver. Modulation is a two part process, a current called the carrier, and a signal bearing information. We generate a continuous, high frequency carrier wave, and then we modulate or vary that current with the signal we wish to send. Notice how a voice signal varies the carrier wave below:
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This technique to modulate the carrier is called amplitude modulation. Amplitude means strength. A.M. means a carrier wave is modulated in proportion to the strength of a signal. The carrier rises and falls instantaneously with each high and low of the conversation. The voice current, in other words, produces an immediate and equivalent change in the carrier. For voice this is exactly the same way a telephone works, using the essential principle of variable resistance. A voice in telephony modulates the current of a telephone line. Compared to a telephone line, the unmodulated carrier in radio is simply the steady and continuous current the transmitter generates. When you talk the radio puts, superimposes, or impresses your conversation's signal on the current the radio is transmitting. Conversation causes the current's resistance to go up and down, that is, your voice varies or modulates the carrier. I illustrate this idea with the diagram below. The only difference between a telephone and radio is that we call the transmitter a microphone. Now that we've quickly looked at radio, let's go on to its early development.
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Customer retention model for Postpaid. cells continuously monitor the operators to check the grey market cells.
Chapter 5
Public
Mobile telecommunications Mobile networks, services, etc. 1946.5 million (2009) 103344.41
Customer retention model for Postpaid. company in the world by turnover and has a market value of about 75 billion (2008). As Indias leading GSM mobile services operator, IDEA cellular has licenses to operate in 11 circles. With a customer base of over 17 millikon. IDEA cellular has operations in Delhi, Maharashtra, Goa, Gujarat, Andra Pradesh, Madhya Pradesh, Chattisgarh, Uttaranjchal, Haryana, UP-West, Himachal Pradesh and Kerala. IDEA cellulars footprint currently covers approximately 45% of Indias population and over 50% of the potential telecom market. As a leader in value added services, Innovation is central to IDEAs VAS factory. It is the first cellular company to launch music messaging with cellular jockey, background tones, group talk, a voice portal with Say IDEA and a complete suit of mobile email services. A front runner on introducing revolutionary tariff plans, IDEA cellular has the distinction of offering the most customer friendly and competitive prepaid offerings, for the first time in India, with super power 2 minutes outgoing free, lifelong offer and other segmented offerings like womens card. life time Ideas is the first and only loyalty program, for the prepaid customer, introduced by a cellular brand.
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Customer retention model for Postpaid. The latest feature in the IDEA cap is the GSM association award for Bill Flash. It has recently won making it the first cellular operator in India to win an award on this platform. Idea cellular is part of Aditya Birla Group, which is Indias first truly multinational corporation global in vision, rooted in Indian values, the group is driven by a performance ethic pegged on value creation for its multiple stakeholders.
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service. 3. Asian Mobile News Awards 2008 and 2007, Mobile Operators of Year in India. 4. GSM Association Award Best Billing customer care solution 2006-07 5. Bill Flash service at GSM association awards in
Barcelona, Spain 2005 6. Won the award for the CARE services in the Best Billing customer care solution at the GSM Association Award in Barcelona.
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ORGANIZATION STRUCTURE
4BranchManager executives 2 customerboys Marketing care Sales Manager Shop Manager Area 2 Office head Cluster Executives
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Mission statement
We will delight our customers while meeting their individual communication needs anytime anywhere We survive because of our customers.
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PRODUCT PROFILE
Idea cellular, a pan-Indea mobile operator has launched breakthrough tariff plans to enable its subscribers to call at affordable rates anywhere in the country. Idea has launched two tariff plans offering all local calls at 40 paise per minute. STD at 60 paise per minute and another plan offering all local and STD calls at just 1 paise per second. This initiative by IDEA cellular is set to user in a new era of mobile phone billing, besides offering lowest call tariffs in Karnataka. The Super Saral plan, new IDEA prepaid subscribers can do their first recharge with either purchase for Rs. 44 or Rs. 94 tariff voucer. The two vouchers come with a tariff validity of one year. IDEAs per second tariff plan will offer all local and STD calls on any network in India, at the lowest tariff of 1 paisa per second. New IDEA subscribers can avail the per second plan by purchasing super seconds voucher for Rs. 47,97 & Rs.196. this would include talktime and free promotional local SMSs and comes with a tariff validity of 1 year.
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Chapter 6
Interpretation
From the above it is clear that 100% of the respondents are using Idea services and from the above analysis it can be analyzed that the youngsters are more attracted towards Idea prepaid services of Idea in Tumkur city.
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Table
NO.2
Table
showing
respondents
service through
of % of
respondents 6 48 4 36 1 5 100
Interpretation
The sources such as dealers, friends, relatives, media, colleagues and others play an important role in promoting the particular service. From the above table, it is clear that 48% of respondents know about IDEA through friends, 36% of them are known by Media, 6% of them are known are dealer, 5% of them are known by others and 1% of them known by colleagues.
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Graph
NO.2
Table
showing
respondents
service through
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services
No. of respondents 14 65 21 0 100 % of respondents 14% 65% 21% 0% 100%
Interpretation
To attract customers the company should try to provide the best services by fulfilling the expectation of the customers and also provide additional facilities. From the above table it is clear that 65% of respondents feel good about IDEA services, 21% of them feel better, 14% of them feel Excellent, 0% of them feel poor.
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payment Preference
of % of respondents 13 87 100 respondents 13% 87% 100%
Interpretation
Customers preference is priorities given by the customers towards particular service at the time of purchase. From the above table it is clear that 13% of the respondents prefer to purchase post paid and 87% of them prefer to purchase prepaid.
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Interpretation
Price is the main factor which affects the sale or market. Therefore, a sound pricing policy and transports rates of calls must be adopted to have maximum sales revenue. From the above table it is clear that 45% of the respondents feel cheaper about pricing of IDEA sim card, 55% of them feel value for money.
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Graph NO. 5: Table showing respondents opinion about pricing of IDEA sim card
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Interpretation
Price is the main factor which affects the sales or market. Therefore, a sound pricing policy and transports rates of calls must be adopted to have maximum sales revenue. From the above table it is clear that 50% of respondents feel value for money, 25% of respondents feel cheaper, 20% of respondents feel too high price and 5% of respondents feel expensive.
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Graph No. 6: Table showing respondents opinion about pricing of IDEA Life Time Validity
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Table
No.
7:
Table
showing
respondents
recharge offered
of % of
respondents 78 22 100
Interpretation
Customers awareness towards its various services indicates the efficiency of companies promotional strategy. From the above table it is clear that 78% of the respondents have awareness about chota recharge offered by IDEA and 22% have not aware about chota recharge offered.
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Graph
No.
7:
Table
showing
respondents
recharge
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care service
of % of
respondents 16 54 21 9 100
Interpretation
From the above table it is clear that 16% of the respondents said excellent about customer care service, 54% of them feel good, 21% of them feel better and 9% of them feel poor.
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Graph No. 8: Table showing respondents opinion about customer care service
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decision
of % of
respondents 15 25 19 1 40 100
Interpretation
The behavior of one consumer towards a particular product differs from another consumer. This is because of the factors that they consider before purchase differs, few consumers give importance for price, brand image, some others for network coverage. From the above table it is clear that 40% of the respondents prefer good network coverage while purchasing 25% of them consider because of Brand image, 19% of them consider of best service, 15% of them consider because of price and 1% of them consider because of customer service.
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Graph No. 9: Table showing respondents opinion about the buying decision
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Table
No.
10:
Table
showing
respondents
disturbance Like
of %
of
respondents 53 47 100
Interpretation
From the above table, it is clear that 53% of the respondents say Yes about the experience like sudden disconnection, 47% of them said No.
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Graph
No.
10:
Table
showing
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Table
No.
11:
Table
showing to
of %
of
respondents 44 33 22 1 100
Interpretation
From the above table it is clear that 44% of respondents said that the time taken to attend the complaints is few minutes, days. 33% of respondents said few hours, 22% of respondents said one day, 1% of respondents said more than 2
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Table
No.
12:
Table
showing
of
respondents 43 39 4 14 100
Interpretation
From the above table it is clear that 43% of the respondents said less than 30 min. about average total call duration, 39% of them said 30-60 min., 4% of them said 60-90 min., 14% of them said more than 90 min.
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Graph No. 12: Table showing respondents opinion about average total call duration
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Table
No.
13:
Table
showing
respondents of
preference
of %
of
respondents 34 30 26 10 0 100
Interpretation
From the above table it is clear that 34% of the respondents prefer Rs. 10-30 recharge offer, 30% of them prefer Rs. 30 50, 26% of them prefer Rs. 100 150, 10% of them prefer Rs. 150 300, 0% of them prefer Rs. 500 and above.
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Graph
No.
13:
Table
showing
respondents preference
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Table
No.
14:
Table
showing
respondents on
expenditure
of %
of
respondents 59 30 6 5 100
Interpretation
From the above table it is clear that 59% of the respondents spend Rs. 150 250 for prepaid bill in a month. 30% of them spend Rs. 250-350, 6% of them spend Rs. 400500, 5% of them spend Rs. 500 & above.
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Graph
No.
14:
Table
showing
respondents
expenditure on
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Table
No.
15:
Table
showing of
of %
of
Interpretation
These are the days of competition where in plenty of players are there in a particular field. Its not enough to provide only best services. To create awareness about their existence best media should be selected for advertisement. From the above table it is clear that 81% of the respondents said that television is the best media for advertisement to reach the prospective customers, 16% of them said newspaper, 3% of them said magazine, 0% of them said others.
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Graph
No.
15:
Table to
showing of reach
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Table
No.
16:
Table
showing
respondents
SMS service
of % of
respondents 72 28 100
Interpretation:
From the above table it is clear that 72% of respondents know about the voice SMS services and 22% of respondents no.
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Graph
No.
16:
Table
showing
respondents
SMS service
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Table
No.
17:
Table
showing
respondents
respondents 80 7 13 0 100
Interpretation
Advertisement can do wonders if that is properly done through effective way, it helps the company to persuade the general public to persuade the good or service advertised. From the above table it is clear that 80% of the respondents feel more impressive about advertisement, 13% of them feel average, 7% of them feel less impressive, 0% of them feel poor.
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Graph No. 17: Table showing respondents opinion about the advertisement
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Table
No.
18:
Table
showing
respondents service
IDEA
respondents 15 60 25 0 100
Interpretation
From the above table it is clear that 60% of respondents feel cost is affordable when compare to other company, 5% of them feel high, 25% of them feel expensive, 0% of them feel low.
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Graph
No.
18:
Table
showing
respondents service
IDEA
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Table
No.
19:
Table
showing
respondents
service
respondents 89 11 100
Interpretation
From the above table it is clear that 89% of the respondents say yes about the IDEA service is compatible with needs of customers 11% of the respondents say No.
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Graph
No.
19:
Table
showing
respondents
service
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Table
No.
20:
Table
showing
respondents
information
of %
of
respondents 83 17 100
Interpretation
Advertising is a major promotional tool for presentation and promotion of ideas of goods and services. So all the new offers and information should be communicated regularly to reach the customers. From the above it is clear that 83% of the respondents agreed that they provide information through advertisements and 17% said No.
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Graph
No.
20:
Table
showing
respondents
information
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Table 21: Table showing the opinion about the billing system in
Sl.n o. 1 2 3 Factors Correct Incorrect There are simple errors Total No.
IDEA service
of % of
respondents 59 3 38 100
Interpretation
From the above table it is clear that 59% of respondents said that the billing system is correct in IDEA, 38% of them say there are simple errors, 3% of them say incorrect.
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Graph 21: Table showing the opinion about the billing system in IDEA service
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Table
No.
22:
Table
showing
respondents using
behind
of %
of
respondents 15 36 39 10 100
Interpretation
The factors such as availability of network coverage, price difference, brand image, ads play an important role in buying decision of different companys service. From the above table, it is clear that 39% of the respondents are using IDEA because of different schemes, 36% of them for availability of network, 10% of them for price difference, 10% of them for additional benefits.
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Graph
No.
22:
Table
showing
respondents using
behind
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Table
No.
23:
Table
showing
respondents
information
of % of
respondents 62 21 7 10 100
Interpretation
The new offers and tariff when offered by the company it is necessary to inform regularly so that it can reach all the customers. From the above table it is clear that 62% of the respondents said that they provide information about new tariff and offers regularly, 21% of them said once in a week, 7% of them said once in 15 days, 10% of them said once in a month.
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Graph
No.
23:
Table
showing
respondents
information
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Table 24: Table showing respondents opinion about rating of the performance Of IDEA service
Sl.n o. 1 2 3 4 5 Factors Excellent Good Satisfied Poor Not satisfied Total No. of % of
respondents 20 46 30 4 0 100
Interpretation
From the above table it is clear that 20% of the respondents rate excellent about the performance of IDEA service, 46% of them said good, 30% of them said satisfied, 4% of them said it is poor.
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Graph 24: Table showing respondents opinion about rating of the performance Of IDEA service
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Table
No.
25:
Table
showing
respondents
preference of IDEA
of %
of
respondents 86 14 100
Interpretation
Service should be elegant and change from time in such way it should create demand for present trend and attract prospective buyers by its unique service. From the above table it is clear that 86% of the respondents agreed idea service as best service, 14% of them said No.
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Graph
No.
25:
Table
showing
respondents preference of
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Table
No.
26:
Table
showing
respondents
of IDEA service
of %
of
Interpretation
According to the purchasing power of the buyer they will prefer the particular service. From the above table it is clear that 35% of the respondents said for All the above, 31% of them feel for youngsters, 24% of them feel for middle class people, 10% of them feel for high class people.
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Graph
No.
26:
Table
showing
respondents
of IDEA service
Page 99
Table
No.
Sl.n o. 1 2 3 4
27:
Table
showing
of %
Interpretation
As the competition level grows day-by-day, every marketer has to anlayse the service innovation patterns of their competitors and add the extra service to attract customers. From the above table it is clear that 24% of the respondents said excellent about the chota credit service, 44% of them said good, 28% of them said better, 4% of them said poor.
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Graph
No.
27:
Table
showing
respondents
credit service
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Table
No.
28:
Table
showing
respondents service
of
Interpretation
Introducing of new service help the company to attract more customers. From the above table it is clear that 80% of the respondents feel satisfied about caller tune service, 4% of them are highly satisfied, 16% of them are dissatisfied.
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Graph
No.
29:
Table
showing
respondents
tune service
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Table No 30: Table showing respondents opinion about the dealer Relationship
Sl.n o. 1 2 3 4 Factors Healthy and harmonious More information Not so customer friendly Less co-operative Total No. respondents 33 45 10 12 100 of % of respondents 33% 45% 10% 12% 100%
customer
Interpretation
The success of any business depends largely on the confidence and loyalty of the customers. This can be gained only by giving good services in order to develop a good dealercustomer relationship. From the above table it is clear that 45% of the respondents said that the dealer customer relationship is more informative. 33% of them feel healthy and harmonious, 12% of them feel less co-operative, 10% of them feel not so customer friendly.
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Graph
No
30:
Table
showing
respondents
customer
Page 105
Table
NO.
31:
Table
showing
respondents
Interpretation
From the above table it is clear that 46% of the respondents feel that SMS pack is affordable, 27% of them feel it is high, 15% of them feel expensive, 12% of them feel low.
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Graph
NO.
31:
Table
showing
respondents
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Table
No.
32:
Table
showing
of %
respondents
of
of Idea Services
respondents 19% 46% 25% 10% 100%
Interpretation
From the above table it is clear that 46% of respondents feel affordable about the call rates of Idea service, 25% of them feel expensive, 19% of them feel high, 10% of them feel low.
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Graph
No.
32:
Table
showing of
respondents Idea
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Table 33: Table showing respondents opinion about frequently price of IDEA
Sl.n o. 1 2 Factors Yes No Total No. respondents 53 47 100 of % of respondents 53% 47% 100%
increase
in
the
Interpretation
From the above table it is clear that 53% of respondents say Yes, there is increase in the price of IDEA frequently, 47% of them say NO.
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Graph 33: Table showing respondents opinion about frequently IDEA increase in the price of
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Table No: 34 Table title: Table showing respondents opinion about SMS pack.
Sl. No. 1 2 3 4 No of Respondents 27 46 15 12 100 % of respondents 27% 46% 15% 12% 100%
Interpretation: From the above table it is clear that 46% of the respondents feel SMS Pack is affordable, 27% of them feel it is high, 15% of them feel expensive, 12% of them feel low.
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Graph
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Table No: 35 Table title: Table showing respondents opinion about the all rates
Sl. No. 1 2 3 4
of Idea service.
No of Respondents 19 46 25 10 100 % of respondents 19% 46% 25% 10% 100%
Interpretation: From the above table it is clear that 46% of respondents feel affordable about the call rates of Idea service, 25% of them feel expensive, 19% of them feel high, 10% of them feel low.
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Graph 35: Table showing respondents opinion about the all service. rates of Idea
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Table No: 36 Table title: Table showing respondents opinion about frequently Idea.
Sl. No. 1 2 No of Respondents 53 47 100 % of respondents 53% 47% 100%
Factors
From the above table it is clear that 53% of respondents say yes there is increase in the price of Idea frequently 47% of them say No.
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Graph 36: Table showing respondents opinion about frequently Idea. increase in the price of
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CHAPTER - 7
FINDINGS
1. According to the survey results 48% of the respondents came to know about the IDEA services through friends. 2. From the survey it is found that 65% of the respondents feel good about Idea services. 3. From the survey it is found that 87% of the respondents are using pre-paid services.
4. About 55% of the respondents has said that the pricing of
Idea sim card is value for money. 5. From the survey, it is found that 54% of the respondents have said that the pricing of life time validity is value for money.
6. Out of the respondents interview 78% of the respondents
are aware of Chota recharge offered by the IDEA service. 7. About 54% of the respondents said good about the customer care service.
8. Majority of buying decision of the respondents is mainly
based on price, brand image, best services, good net work coverage. About 40% of the respondents consider good network coverage while purchasing the service. 9. From the extracts, its found that 47% of the respondents have not experienced about disturbance like sudden disconnection. 10.44% of the respondents agreed that the time taken to attend their complaints is few minutes.
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Customer retention model for Postpaid. 11.About 43% of the respondents said average total call duration is less than 30 min. 12.From the extract it is found that 34% of the respondents prefer Rs. 10-30 recharge.
13. About 59% of the respondents spend Rs. 150-250 for the
prepaid bill in a month., 14.81% of the respondents said that the television is the best media for advertisement to reach prospective customer.
15. Out of the respondents interviewed 72% of
respondents
were aware of voice SMS service. 16.44% of the respondents feel more impressive about the advertisement. 17.60% of respondents feel Idea service affordable when compared to other company service. 18.About 89% of the respondents feel IDEA is compatible with the needs of customers.
19. From the extracts, it is found that 83% of the respondents
feels
that
IDEA
advertisement
will
provide
update
information. 20.From the survey, 59% of respondents feel that the billing system is correct. 21.About 39% of the respondents purchase Idea service because of the schemes. 22.About 62% of the respondents said that the information informed about new offers and plans are regular.
23. From the survey it is clear that 46% of the respondents
Customer retention model for Postpaid. 24.About 86% of the respondents said that Idea service is the best service. 25.From the survey it is found that 35% of the respondents feel that the service is suitable for all the categories.
26. About 44% of the respondents said good about the chota
credit service. 27.From the extracts, it is found that 80% of the respondents are satisfied with caller-tune service. 28.About 44% of the respondents feel that the dealercustomer relationship is more informative. 29.About 46% of the respondents said SMS pack is affordable. 30.About 46% of the respondents feel affordable about the call rates of Idea service.
31. About the 53% of the respondents said that there is
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CHAPTER - 8
SUGGESTIONS
1. Increased customer benefit
Every customer wants to receive certain benefits from the marketers. If the consumers benefits are hampered in the long run the brand would suffer. Therefore, Idea should maintain a sense of balance between benefits provided and price charged. For this they can adopt the following measures: Reducing SMS charges during occasion times. Reducing the rates for extra services like cricket scores, health tips and plans details. Reducing the call rates for life time card so that it should be affordable to all customers.
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Company should go for advertising about the service in all most all medias especially through television.
The advertisement should bring out the superiority or compatibility of the product when compared to their competitive brands.
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CHAPTER 9
CONCLUSION
The history of humanity has been marked by fundamental charges in the way we live work and play. Many of these changes were brought about by revolution in communication technology. IDEA being the largest telecom company at present, having the mission of making the most of now and happy to help, continues enjoying the status as a premium telecom company. But in the recent past there have been some changes in increase in competitors, customers expectations, tariff regulation etc. which forces IDEA to focus on certain aspects to possess good future business performance, they are: Reducing call rates especially for life time card Increasing net work coverage To become customer friendly Providing more discounts and offers Reducing SMS charges So IDEA services as to concentrate on above aspects to become worlds leading mobile communication company and to create new passion around the world.
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GLOSSARY
1. DOT 2. TRAI 3. SMS 4. PSTN 5. NLD 6. VSNL 7. GSM 8. CDMA 9. ISP
Department of Telecom Telecom Regulatory Authority of India Short Messaging Services Public Telephone Switched Network National Long Distance Videsh Sanchar Nigam Limited Global System for Mobile Communication Code Division Multiple Access Internet Service Providers
1. Service Sector: That portion of the economy whose output is services, or opposite to goods. 2. Services: Intangible products that offer financial legal medical recreational or benefits to the consumer. 3. Tariff: A tax imposed by a government on goods entering its borders. 4. Survey: A method of gathering data directly from consumers via a questionnaire. 5. Strategic marketing planning: the process of exploring marketing opportunities, investing time and money to pursue those opportunities and predicting the outcome of those investments.
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BIBLIOGRAPHY
Books & Magazines
Prof. Dhandapani Alagiri Faculty Members, The ICFAI Business School, Jaipur Telecommunications in India: Emerging Scenario. The ICFAI University Press, November 2007. Y Bala Bharathi & Sanjay De Indian Telecom: Ringing in Sync, The Analyst. December, 2008. Philip Kotlers, Principles of Marketing, Marketing and its importance, April 2008.
ICFAI Publications (MBA), Service Management, Service and its related strategies, Feb. 2008.
Websites
Page 125
QUESTIONNAIRE
Dear Respondents, I am ABHILASH . S. student of final year MBA in PES SCHOOL OF ENGINEERING conducting a project on Customer Retention Model for Postpaid. I would be great full if you could spare some time to answer these questions. All information given by you will be treated as strictly confidential. Your response would be helpful on making this project a success. 1. Name 2. Sex:
a. Male
1. Age:
a. 18 to 24
c. 35 to 50 4. Occupation: a. Student c. Business 5. Monthly Income a. Less than Rs. 10000 c. Rs. 30000 50000
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Customer retention model for Postpaid. 7. How do you know about the Idea services? a. Dealer c. Relatives e. Colleagues a. Before 10 years c. Before 1 year a. Excellent c. Better a. Post Paid a. Cheaper c. Too high price a. Cheaper c. Too high price a. Excellent c. Better services? a. Price c. Best service e. Good Network Coverage 16. Does the Idea have any disturbance like sudden disconnection?
Dept. of MBA, PESSE. 2011 2012 Page 127
b. Friends d. Media f. Others b. Before 5 years d. Before 5months b. Good d. Poor b. Prepaid b. Value for money d. Expensive b. Value for money d. Expensive b. Good d. Poor
10. Which Idea Services are you using? 11. How do you feel about the price of the Idea Sim card?
13. What is the opinion about the price of the life time validity?
15. Which attributes do you prefer to forward regarding Idea b. Brand Image d. Customer services
Customer retention model for Postpaid. a. Yes a. Few minutes c. One day a. Less than 30 min c. 60 min 90 min b. No b. Few hours d. More than 2 days b. 30 min 60 min d. More than 90 min
19. Which media is suitable for advertisement so that it can reach more no. of prospective customer? a. Newspaper c. Magazine a. More Impressive c. Average b. Television d. Others b. Less Impressive d. Poor
21. Is the cost of Idea service is high compared to other services? a. High b. Affordable c. Expensive customers? a. Yes information? a. Yes a. Correct b. No b. Incorrect 24. What is the correct opinion about the billing system? c. There are simple errors 25. What is the reason behind using Idea services?
Dept. of MBA, PESSE. 2011 2012 Page 128
d. Low
Customer retention model for Postpaid. a. Price difference c. Schemes offers and Plans? a. Regularly c. Once in 15 days Service? a. Excellent c. Poor a. Yes a. High Class people c. Youngsters b. Good d. Bad b. No b. Middle class people d. All the above b. Once in a week d. Once in month b. Availability of Network d. Additional Benefits
26. How often does the Idea company inform you about new
28. Do you prefer Idea service as best service? 29. Which category of people purchase Idea services?
30. What do you feel about the dealers customer relationship? a. Healthy & Harmonious b. More Informative c. Not so customer friendly a. High c. Expensive a. Yes a. Yes b. No b. No d. Less co-operative b. Affordable d. Low 31. What do you feel about the call rates of Idea service?
32. Is there any increase in the price of Idea frequently? 33. Whether Idea is comfortable for usage?
b. Cost d.plans
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