39034963 consumer behaviour broadbband airtel

8/3/2019 39034963 Consumer Behaviour Broadbband Airtel

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AMITY INTERNATIONAL BUSINESS SCHOOL, NOIDA 2008

SUMMER TRAINING REPORT SUBMITTED TOWARDS THE PARTIALFULFILLMENT OF POST GRADUATE DEGREE IN INTERNATIONAL BUSINESS

SUBMITTED BY:PADMA K. JHA

MBA-IB (2008-2010)Roll No.: A1802008082

INDUSTRY GUIDE FACULTY GUIDEMr. Nitin Bassi Prof. Dinesh KhuranaAssitant Manager Senior FacultyBharti Airtel Ltd. A.I.B.S.

AMITY INTERNATIONAL BUSINESS SCHOOL, NOIDAAMITY UNIVERSITY UTTAR PRADESH

Study of CONSUMER BEHAVIOUR at BHARTI AIRTEL LIMITEDPage 1

A STUDY ON CONSUMER BEHAVIOUR OF AIRTELBROADBAND SERVICES
http://airtel.in/level2_t12.aspx?path=1/9


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ACKNOWLEDGEMENT

I express my sincere gratitude to my industry guide Mr. Nitin bassiAssistant Manager of Bharti Airtel Limited , for his able guidance,continuous support and cooperation throughout my project, withoutwhich the present work would not have been possible.

I would also like to thank the entire team of AIRTEL for the constantsupport and help in the successful completion of my project.

Also, I am thankful to my faculty guide Prof. Dinesh Khurana of myinstitute, for his continued guidance and invaluable encouragement.

PADMA K. JHA



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CERTIFICATE OF ORIGIN

This is to certify that Ms. Padma Kumari , a student of Post GraduateDegree in International Business and Marketing, AmityInternational Business School, Noida has worked in the BhartiAIRTEL Ltd ., under the able guidance and supervision of Mr. NitinBassi, Assistant Manager-Bharti Airtel Ltd.

The period for which he was on training was for Eight weeks , startingfrom 4 th May 2009 to 04 th June 2009 . This Summer Internship reporthas the requisite standard for the partial fulfillment the Post GraduateDegree in International Business. To the best of our knowledge no

part of this report has been reproduced from any other report and thecontents are based on original research.

Prof. Dinesh Khurana PADMA K. JHASenior FacultyA.I.B.S.



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TABLE OF CONTENTS

(Research Based)Chapter No. Subject Page No.

ACKNOWLEDGEMENT................................. 3

COLLEGE CERTIFICATE.............................. 4

Ch.# 1.0 EXECUTIVE SUMMARY................................... 8

Ch.# 2.0 Research Methodology.................................. 112.1 Primary Objectives.................................. 122.2 Research Design.............................. 132.3 Sample Design.. .............................. 142.4 Scope of the Study.............................. 162.5 Limitations. ............................ 18

Ch.# 3.0 Critical Review of Literature................... 20

Ch.# 4.0 Profile ....................................

4.1 Industry Profile ............................a. Introduction............................................................. 25b. Brief history............................................................. 26c. Major players .......................................................... 27

4.2 Company profile .................................................... 28

a. Introduction of Bharti Airtel................................... 29b. Brand........................... 31c. Strategic partnership................................................ 31d. Organisation structure ............................................. 32e. Awards and recognition....................... ................... 33f. Corporate responsibility....................... 34g. Employee overview................................................. 35h. Environment, health and saftety.............................. 36i. Community initiatives............................................. 40

j. Corporate governance........................................ 42Study of CONSUMER BEHAVIOUR at BHARTI AIRTEL LIMITED

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k. Board of directors.............................................. 43

l) Product profile .......

1. Fixed line services .................................... ..442. Broadband DSL................................................ 483. Digital tv interactive.......................................... 54

m) Advantages of broadband.................................... 58n) Technology........................... 59o) Airtel offers.............................. 60p) Marketing orientation...............63q) Product life cycle ........................ 64

4.3 Swot Analysis......................................................... 65

Ch.# 5 .0 Data......................5.1 Collection.................. ..735.2 Primary Data................................................. ..755.3 Secondary Data........................................................ 76

Ch.# 6.0 Findings & Analysis................... 79-86

Ch.# 7.0 Recommendations.......88

Ch.# 8.0 Bibliography....... 91

Ch.# 9.0 Annexure.............9.1 Questionnaire...........................................................939.2 Tables.................. 959.3 Graphs..................98

Ch# 10.0 Synopsis of the project .......................................... 101



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Ch.# 11.0 Case Study............................................................103

CHAPTER-1



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RESEARCH METHODOLOGY

All business undertaking operates in the world of uncertainty. There is no uniquemethod of which can entirely eliminate uncertainty. Any type of organization inthe present environment need systematic supply of information coupled with toolof analysis for making sound decision, which involves minimum risk. It is in thiscontext that research methodology plays a very important role.

Research is an essential and powerful tool in leading man toward progress.Without systematic research there would have been very little progress. So, thatrightly said ,The secret of our cultural development has been research , pushing

back the areas of ignorance by discovering new truths, which in turn, lead to better ways of doing things and better products.

Research design is the plan, structure and strategy of investigation conceived soas to obtain to research problem and control variances. It is the specification of methods and procedures for acquiring the information needed. It is overalloperational pattern or framework of the project that stipulated what information isto be collected and from which source and by what procedure.

Research always starts with a question or a problem. Its purpose is to answer toquestions through the application of the scientific methods. It is a systematicand intensive study directed towards a more complete knowledge of the subjectstudies. Once the problem is defined properly then one can easily Chalk out theObjectives for the research.



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2.1 RESEARCH OBJECTIVES:The primary objectives of the study was

The objective of the study is to understand the consumer pre, post,

during perception of broadband connection and consumer buying

behaviour and attitude for Bharti Airtel telemedia services.

To Analyzing the satisfaction level of customers towards Airtel

Broadband service.

The secondary objectives of the study was

To find out the consumer awareness and also creating an Awareness toAirtel telemedia customers about the facilities in broadband connectionsand its new products.

2.2 RESEARCH DESIGN

Different types of research design have emerged on account of the different perspectives from which a research study can be viewed. There are threefundamental categories that we used frequently are given below.

TYPES OF RESEARCH DESIGN :-

DISCRIPTIVE RESEARCH : - The objective of such a study is to answer thewho, what, when, where and how. Of the subject under investigation,descriptive studies are well structured and tend to be rigidAnd its approach can not be changed every now and then. It is therefore,necessary that the researcher give sufficient thought to farming researchquestion and deciding the types of data to be collected and procedure to be usedfor this purpose.

TYPE OF RESEARCH CARRIED OUT: -



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In my project work I used DISCRIPTIVE research as per the research objectiveand time & cost factor.

2.3 SAMPLINGAfter the researcher has formulated the problem and developed the researchdesign including the questionnaire, he has to decide whether he has to collectthe data from all people comprising the population.If the data is to be collected only from some members of the population, it isknown as Sample Survey. We followed this survey and the size of the samplewas 100.

SAMPLE DESIGN

Area of Sample : The areas covered up in this survey was Saket and Rajouri

Garden.

Selection of units under study : Sampling Units from Saket and Rajouri

Garden were consumers of broadband connection.

Source list (Sampling Frame) : CUSTOMERS : 100

Sample size: 100

Sampling Procedure: The data was collected by Judgmental sampling which

is considered to be a non probability sampling.



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2.4 SCOPE OF STUDY

The research is a systematic investigation of any idea. The research is widely

used in the business world for analyzing & evaluation business policy as well as

the analyzing & evaluates competitors activity and policy. The research is itself

valuable. The research gives fact and figure, which is useful in planning.

As it is obvious any business activity is based on to the 4 Ps of marketing viz.

price, product, promotion, place all these Ps have its own importance and all

are inter-related with each other but most importantly all the factor are

independent in the nature. In any organization all factors are carefully

formulated to gain a success in the market. It is very important for business

analyst to evaluate the modern trend and market position. In the other hand it is

vital for business operation to know the need and desire of customer. All the

necessary information is received from market by research work.

2.5 LIMITATION OF THE STUDYAlthough all efforts were taken to make the result of survey as accurate as

possible the survey had the following constraints:



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Customers were not willing to give answers of the questions due to their

busy schedules.

Few customers were not cooperating during the project survey. It wasquite difficult to collect necessary data.

Due to the time constraint and other imperative workload during the

training period it could not be made possible to explore more areas of

concern pertaining to project study.

The survey was carried out in some parts of Saket and Rajouri Gardenhence it doesnt reflect the entire market scenario DEL and DSL.

This study is based on the prevailing customers satisfaction. But the

customers satisfaction may change according to time, fashion,

technology, development, etc.

RESEARCH DATA

Data is the key activity of marketing research. The design of the data collecting

method is backbone of research design. Data constitute the foundation of

statistical analysis and interpretation. Hence the first step in statistical work is to

obtain data.

To achieve the objectives, the primary as well as secondary source of data isused... Primary source includes the consumers and companys officialsthrough questionnaires.

Secondary source of data includes the past records of company and dataavailable on companys website.



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DATA COLLECTION

Data collection from customers of different areas viz. Saket and Rajouri

garden (New Delhi).

Sample size of customers covered is 100.

Other information related to project has been taken from company

website.

Data collection for the research was through Primary Data, Secondary Dataand survey. The data was collected by Judgmental sampling which isconsidered to be a non probability sampling.

The data were collected through the following methodical techniques in thisreport.

Through questionnaires

Through interview

Through observationTwo types of data:-

1. Primary Data

2. Secondary Data

5.2 PRIMARY DATA

Primary data are gathered for the specific purpose or for a specific research

problem, i.e. data that is gathered first hand, with the help of questionnaires,

interview, observation etc consist of original information for the fulfilment of

project objective.



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When the data are required for the particular study can be found neither in the

internal record of the enterprises nor in published sources. In some cases it may

become necessary to collect original data.

Primary data can be collected in four ways:-

1. Observation

2. Survey

Advantages of Primary Data: Disadvantages of Primary Data:

First Hand Data Time consumingBiasness is reduced Costly

The primary data was collected with the help of QUESTIONNAIRES, Visit tocustomers Shops and offices.

5.3 SECONDARY DATA

Secondary data are the data, which already exists somewhere. Data

gathered and recorded by someone else prior to and for some purpose other than

the current project .Secondary data provide starting point for research and after

that the advantage of low cost and ready availability. Secondary data can be

divided into two types:.

1. Internal data

2. External data

When researcher uses the data that has already been collected by

other data are called secondary data. Secondary data can be obtained from



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journals i.e. internal sources report, government publication and books,

professional bodies etc.

Internal data are reports and memos generated within an

organisation to facilitate its operations and annual report. External data are those

specially produce for outside consumption.

Sources from which the researcher has taken the secondary data are as

under:

1. Direct observation

2. Airtel website

3. Books for marketing management

4. Surveys and customer data & report

5. Airtels customers care office

6. Airtels Brouchers

Advantages of Secondary Data: Disadvantages ofSecondaryData: Inexpensive Out-datedObtained Rapidly Data not consistent with needs

Not time consuming Uncertain accuracy

Tools and techniques of analysis



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After the collection of data through questionnaires a researcher is required toanalyze the data. For analysis one needs to use some tools and techniques. Wehave various tools available for analysis and interpretation of data like MS-Excel, SPSS.

In this report as the sample size was hundred Hence, we used MS-Excel andSPSS for tabulating the data and designing the bar diagrams and pie-charts.

6.0 DATA INTERPRETATION ANDANALYSIS

CONSUMER AWARENES regarding Airtel Broadband& Telephonic services?

The pie chart below shows the percentage of people who are well aware of airtel broadband and teleservices, percentage of people who are unaware of airtel broadband and teleservices. After asking 100 respondents we got the followingresults



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INTERPRETATION 68% people are aware about Airtel broadband & teleservices.

32% people are not aware about Airtel broadband & teleservices

SALES PROMOTION TECHNIQUE

As sales promotion is very necessary part of every business just to enhance thesales .so it is necessary to know which is the best technique which will increasethe sales of the company. So after collecting data from 100 respondents got thefollowing results

Frequency Percent Valid PercentCumulativePercent

Valid Television 33 33.0 33.0 33.0Radio 8 8.0 8.0 41.0

News paper 7 7.0 7.0 48.0Study of CONSUMER BEHAVIOUR at BHARTI AIRTEL LIMITED

Page 17

Frequency Percent Valid PercentCumulativePercent

Valid Yes 68 68.0 68.0 68.0 No 32 32.0 32.0 100.0

Total 100 100.0 100.0

Yes

No

consumer awareness (Airtel Broadband & Telephonic services)

Pies show counts

68.00%

32.00%

consumer awareness


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Banner 14 14.0 14.0 62.0Sales person 38 38.0 38.0 100.0Total 100 100.0 100.0

sales promotiontechniqueSales personBanner News paper RadioTelevision

P e r c e n t

40.0%

30.0%

20.0%

10.0%

0.0%

It can be determined from the above diagram that sales person is the one of the best technique for sales promotion because 38% people said that this is the way by which the company can enhance their sales. Timely feedback or in touch

with customers can definitely increase the sales of the company. After thatTelevision is also good technique by which company can do two things brandawareness and sales promotion, one of the major advantages of this technique isit covers wide area and cost is less as compare to sales person technique andother techniques are supported by very few people.

MARKET SHARE

Name Of Company Market Share Market Share in % Airtel 45 45%MTNL 28 28%Airtel and MTNL both 17 17%MTNL AND TATA both 10 10%



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It has revealed from the above diagram that Airtel is the largest market share inSaket and Rajouri Garden as compare to MTNL, TATA, RELIANCE, SIFY andothers. It is very clear from the diagram that there is very tough competition

between airtel and mtnl.

LEVEL OF CONSUMER SATISFACTION

In the present scenario for every company whether it is service provider or someone else it is quiet necessary to know that consumers are satisfied by

product or service provided by the company .if company need to not think aboutthat than definitely consumer will switch over to another brand. So it isnecessary just to retain the consumer or if there is any problem then to resolvethat problem. Data collected from 100 respondents in Saket and Rajouri Gardenarea are as follows:

Airtel % Mtnl % TATA % RELIANCE %Study of CONSUMER BEHAVIOUR at BHARTI AIRTEL LIMITED

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0

5

1015

202530

3540

45

50

Airtel MTNL Airtel and MTNLMTNL AND

TATA

brand

%


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Worst 00 01 00 00Bad 02 00 04 01Good 05 04 06 00Better 45 28 00 00

Best 00 05 00 00

0

5

10

1520

25

30

35

40

45

50

worst bad good bettar best

Airtel

Mtnl

TATA

RELIANCE

The data collected above shows that Airtel is only service provider whichsatisfies the maximum number of consumers as compare to MTNL and others

because 45 % of consumers ranked it better and if we see MTNL customersonly 28% consumers ranked it better. It is very clear in the diagram Airtelsubscribers are very much satisfied by the services and dont want to switchover.

CONSUMER BUYING PREFERENCE

We also wanted to assess that if a person had bought broadband services onwhat basis did he select that particular brand. We wanted to know the top of themind from all the parameters were considered.


RATING


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High speed

Availability of servicesValue added servicesEconomical

Unlimited DownloadingAll

CONSUMER BUYINGPREFERENCE

13.00%

7.00%

6.00%

47.00%

18.00%

9.00%

Its revealed out from the above diagram that what people look for in it whenthey buy broadband & telephonic connection as we can see from the above piechart that 47 % of people said that economical plans is the major buyingcriteria, 18% of think that broadband should high speed, 13% think thatdownloading should be unlimited, 9% think that all services should be there and6% think that value added services should be there.

7.0 RECOMMENDATIONS

On the basis of research and analysis of the study conducted in Saket and


Frequency PercentValidPercent

CumulativePercent

Valid High speed 13 13.0 13.0 13.0Availability of services 7 7.0 7.0 20.0Value addedservices 6 6.0 6.0 26.0

Economical 47 47.0 47.0 73.0UnlimitedDownloading 18 18.0 18.0 91.0

All 9 9.0 9.0 100.0Total 100 100.0 100.0


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Rajouri Garden. I would like to suggest the following key points to the

company.

During my project this fact becomes clear that the customer is notwell aware about the all product and services of Airtel so through thestrong advertisement company should try to increase the awareness of theAirtel services.

.(a) The company should sponsor local programs

(b) The company should arrange briefing sessions at prominent clubs such as

LIONS CLUB and ROTARY CLUBS etc.

(c) The company should organize awareness quizzes through Newspapers,

Magazines & announce suitable rewards accordingly.

(d) The company should distribute, leaflets of AIRTEL

telemedia in posh colonies of DELHI

The company should provide new promotional schemes on the regular basis to consumers to increase its market share.

The company should provide economic plans to consumers to increase itsmarket share.

The company should provide proper motivational schemes to the salesexecutives.

There should be proper delegation of authority.

The company should try to build some feed back mechanism from thecustomer to check the performance of the sales executives and to makethem loyal.

The company should provide proper product knowledge to the salesexecutives.



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The company should go ahead with aggressive marketing. They shouldlight competition on Pricing strategy.

(a) The company should look the strategies of the competitive companies.

(b) The company should try its level best to keep the price low as compare

to competitors.

(c) The schemes should be updated as per the needs and occasions

Large part of Indian rural market is still untapped therefore airtel isrequired to bring that area under services.


39034963 consumer behaviour broadbband airtel

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