INTRODUCTION

In todays intensely competitive, rapidly changing and highly complex environment characterize by diminishing customer loyalty, the need to be market focused and customer centric is more critical than any other time in past. It is highly imperative for every organization to retain and use valuable information about their customer to enhance their business strategies and product and service offerings. Today, the key focus area of much organization is identification of a link between customer satisfaction and performance. However, satisfaction as the confirmation of expectation has started to be conceptualizing almost as a threshold for customers. The delivery of satisfaction is the minimum the customer expects.

This project is totally focusing on the consumer preferences towards different sales promotion techniques means which sales promotion technique is mostly preferred by the customer in the city of Indore (Madhya Pradesh). As the sales promotion techniques are used for the marketing of the product so the research has done in the area of marketing. Today every firm is facing the situation of cut throat competition. So it becomes very important for every firm to promote its product otherwise it cannot survive in the market. These techniques are used in the marketing of product in the last stage which is called retailing. The customers are very important and play a crucial role in any process of marketing. Today, customers are the kings of the market because the customer loyalty and customer preference are built by the products and the services offered to the customers and they seek for the more benefits and moneys worth for the amount they spend. That is where the concept of customer preference and consumer behavior comes because the customers make the marketers to rethink about designing the products and services. They have to think about the market segmentation, market strategies, consumer behavior, consumers tastes, consumers lifestyle etc also. Many marketers are smart enough to understand consumers needs, wants and demands and perform beyond their expectations i.e. they delight them. It

provides them growth, profitability and creativity with lot of inventions.

A STUDY ON CUSTOMER SATISFACTION FOR BSNL PRODUCTS AND SERVICES

Primary Objective A study on customer satisfaction for bsnl products and services and its role in building brand equity for the company Secondary objective ascertain the Customers preferences of Land line and Mobile Services. Land line Services. BSNL. To suggest some guidelines to BSNL in order to provide better focused services. conclude about brand equity.

SCOPE OF THE STUDY This research study is useful for BSNL to understand the expectations and requirements for Customers and can serve them in a better way.

DETAILS OF COMPANY

1 Particulars of organisation Incorporated on 15.9.2000, vide Registration No. 55-107739, dated the 15th September, 2000 and became entitled to commence business with effect from 19th September, 2000. 2 Date of incorporation: The Company (BSNL) took over the .business of providing telecom services and network management throughout the country except the metro cities of Delhi and Mumbai of the erstwhile service providing departments of the Govt. of India, i.e., the Departments of Telecom Services and Telecom Operations i.e. 1.10.2000 pursuant to an MoU signed between the BSNL and the Govt. of India. 3 Type of company Government Company under Section 617 of the Companies Act, 1956. 4 Administrative ministry Govt. of India, Ministry of Communication and Information Technology, Department of Telecommunications.

5 Objectives of the company As set out in the objects clause of the Companys Memorandum of Association. Bharat Sanchar Nigam Ltd. formed in October, 2000, is World's 7th largest Telecommunications Company providing comprehensive range of telecom services in India: Wire line, GSM Mobile, Internet, Broadband, Carrier service, MPLS-VPN, VSAT, VoIPservices, IN Services etc. Presently it is one of the largest & leading public sector units in India. dence through quality and reliable services.

o National plan target of 10 crore subscriber base for the country by 2010 o Broadband customers base of 20 million in the country by 2010 o Telephone in all villages. o Implementation of Triple play as a regular commercial proposition.

Research Methodology:
DATA SOURCE: In this study Primary data and secondary data have been used. Secondary data have been collected from Internet. RESEARCH APPROACH: Primary data have been collected through surveys. Personal interview technique has been used for conducting the survey. Data collection has been done through the use of structured questionnaire Methods used in Primary data collection are1. Observation method 2. Personal interview 3. Telephone interviews 4. Mail survey 5. Questionnaire method Methods used in secondary data collection-

Secondary data can be obtained from internal sources as well as external sources.

Internal sources1. Sales record 2. Marketing activity 3. cost information 4. distributor report 5. customer feedback External sources1. Government publications 2. journals 3. publication of trade association 4. books 5. magazines 6. newspapers 7. Annual reports 8. research reports 9. Internet Data collection Techniques Used in ResearchPrimary data collection Technique 1. Personal interview 2. Questionnaire method The widely used method especially in case of surveys. It is used to obtain objective & qualitative data. The list of questions is sent to different units of population to get their response to obtain standardised result that is tabulated & treated statistically to reach at particular solution

BSNL CUSTOMER SATISFACTION

Internal sources1. Marketing activity

2. Distributor feedback 3. Customer feedback External sources1. Books 2. Magazines 3. Newspapers 4. InternetData presentation After data collection, the role of survey is classification & tabulation of data. Data is classified in tabulated form for sake of effectiveness. This tabulated data is then presented in graphical & diagrammatic forms like bar diagram, column diagram ,pie charts.... Development of hypothesis Hypothesis is generally considered as the principle instrument in the research process. The basic aim of the development of the research hypothesis is to study the information in the present and then analyse the flows in it and rectify the situation to gain the advantage in future. Hypothesis made generally enables the researcher to analyse the population parameters. A hypothesis is a proposition that attempts to explain a set of facts in a unified way. It generally forms the basis of experiments designed to establish its plausibility. Simplicity, elegance, and consistency with previously established hypotheses or laws are also major factors in determining the acceptance of a hypothesis. Though a hypothesis can never be proven true (in fact, hypotheses generally leave some facts unexplained), it can sometimes be verified beyond reasonable doubt in the context of a particular theoretical approach. A scientific law is a hypothesis that is assumed to be universally true. The hypothesis defined must have following characteristics 1. It must be clear and precise 2. It must be capable of being tested 3. It must state the relationship between variable 4. Hypothesis must have limited scope and must be specific 5. It should be simple and understandable and must not have any ambiguity 6. Hypothesis must be consistent with the known facts 7. It must be in accordance with the time allotted for carrying out the research

Analysis of data Analysis of the data is carried out after classifying the given data and presenting it in to various forms as discussed above. The analysis is carried out by defining the suitable hypothesis and applying various statistical tools as listed below 1. Chi-square test 2. T-test 3. F-test 4. Z-test 5. ANOVA. The test is applied as per the requirement of the research and the nature of the data collected. The data is collected in qualitative and Quantitative form. The table values are compared with the calculated value to arrive at the conclusion. And based on these conclusion the various recommendations are drawn.

Study on customers Satisfaction: Designed Questionnaire

Bharat Sanchar Nigam Ltd Name : - _______________________________________ Age____________________ Gender:Male Female Occupation: ______________________________________________________________+ 1. Are you aware of BSNL Services? Yes No 2. Which of the following Landline Services you are using currently a. BSNL b. Tata Indicom c. Reliance d. Airtel. e. Any other please mention. 3. How familiar are you with BSNL Services a. Very familiar (use on regular basis). b. Some what familiar (use it only some times). c. Familiar but never used it. d. Never heard of service before.

4. Rate the Performance of BSNL 1 2 3 4 5 6 7 8 9 10 Very Poor Excellent 5. Do you find difficulty in "Consumer service Centres" of BSNL Yes No 6. Have you asked For duplicate Telephone bills when the original bill is not received Yes No 7. How frequently do you wait in queue for your query Mostly Rarely Never

Yes No 9. Rate the BSNL on the following grounds Excellent Good SatisfactorY Poor Very Poor BRAND Excellent Good Satisfactor y Poor Very Poor Quality Affordability Availability Services 10. Do you use any other services if yes then compare them on the basis of following parameters BSNL Excellent Good SatisfactorY Poor Very Poor 11. How satisfied are you with the Tariff plan of BSNL a. Highly satisfied b. satisfied c. Neutral d. dissatisfied

e. Highly dissatisfied 9. How satisfied are you with the network of BSNL a. Highly satisfied b. satisfied c. Neutral d. dissatisfied e. Highly dissatisfied 12. How satisfied are you with the cost of BSNL a. Highly satisfied b. satisfied c. Neutral d. dissatisfied e. Highly dissatisfied 13. Rate the last three services that are provided at BSNL Service centre Other Excl Good Satisfactory Poor Very Poor

14. How long are you using the BSNLservices? Less than 1 year 1 - 3 year 3 - 5 year 5 - 10 year More than 10 year 15. How do you recommend BSNL services to others 1 2 3 4 5 6 7 8 9 10 16. Rate the treatment given at the BSNL Customer Service Centre 1 2 3 4 5 6 7 8 9 10 Very Poor Excellent 17. Rate the BSNL service Centre as far as organizing is concerned (Layout of the Service Centre ) 1 2 3 4 5 6 7 8 9 10 18. Compared with others would you say that BSNL is a. Much better b. Some what better c. About the same d. Some what worse. e. Done to know (or) Never used.

SUGGESTIONS
From the research study, it has been found out that the Customers are very particular about the Quality of the Telecom services and hence they want BSNL to increase the Quality of BSNL services by providing the Customers with some Value added services (Plans & schemes). BSNL may also introduce some sales promotion such as cash discounts; Quality discounts hence the promotional activities would further strengthen the market share of the Company. It seems that audio visual advertising specially new advertises of BSNL on television plays an important role to come in focus in front of customers, while outdoor adds like on state transport buses, banners while in case of print advertising in newspapers also shows good response from customer. So company can strengthen its presence by Focussing on such types of advertisements. Basic strength for BSNL is Availability and trust of the customer on the same platform company should make efforts to be in leadership position because Telecom sector today is very competitive due to presence of strong players & entry of new players. Company can also promote performance of Franchisees by giving good profit margin on sale of products & services which will be helpful to increase sale as distributor & retailers are close to end customer &they are well aware of customers requirements & expectations. BSNL service in the respected area always seems to be successful in winning

customers trust by providing good service on the same platform company can grab more market by providing some Value added services, schemes, plans in rural areas. Because all the private players are capturing market on the basis of Value added services & affordability. BSNL SIM cards should be made available in retailer shop, because after study it found that when customer want to purchase BSNL SIM then he/she have to approach BSNL exchange in the area. Sometime customers have to wait for some days on application for service but private players provides service on the same day of application, so efforts should be made to provide service within a day. Because the extensive time lag between submission of application and receiving of a telephone connection had made some respondents switch over to other service providers. College going students and also some professionals switch to other services due to attractive plans of private players. The attractive plans are like free calls & mobileinternet played an important role to grab market so BSNL should focus on such plans to attract the customers. Today most of the customers are using mobile internet (GPRS/WAP/MMS). But BSNL is not strong in such plans to attract the customers due to low internet speed & more charges compared to competitors so these plans should be made available at affordable rate & good speed. When customer apply for BSNL broadband service then he/she have to wait for about 10-15 days to get service so most of the customers specially needy customers do not prefer BSNL broadband so effortsmust be taken to provide service as soon as possible. Most of the customers are not aware of all type of plans & schemes so awareness is low regarding the plans so BSNL should make the efforts to the larger extent to the customer. BSNL may reduce the monthly rentals of landline service.

Conclusion:

BSNL being a public sector, in order to thrive and excel, have to understand about the Customers expectations. They also have to understand about their competitors and their nuances in understanding their Customers. Since Communication industry is a very competitive one it is high time for BSNL to understand about their Customers in Landline as well as Mobile services.

Wibliography
1. http://www.bsnl.co.in/company/growth.htm 2.

www.google.com

3. www.wikipedia.org. 4. www.bsnl.co.in