final mrp compiling
TRANSCRIPT
CERTIFICATE
Certified that this Industry Profiling and Global competitiveness Survey
Project Report on “ Consumer’s preference and satisfaction towards pre-paid
GSM telecom service provider in Indore” is a bona fide work of Sandip Jalebar
[roll no. IM2K6-65] carried out in partial fulfillment for the award of degree of
master of business administration of International Institute of Professional
studies under my guidance.
The Project Report is up to the standard and I forward it on his behalf
for getting it evaluated as per the existing Ordinances .
Date: signature
Place: Name & Designation
ACKNOWLEDGEMENT
At the moment of accomplishing of a virtuous project work, to my satisfaction, I wish to express my profound sense of gratitude and indebtedness towards my project supervisor Miss Shikha Chaturvedi, for her efficacious advices, perpetual and prolific encouragement and creative criticisms during the course of this work, and in the preparation of this project work. Without her rigorous help and amiability, it would have been impossible to bring this work to completion.
Sandip Jalebar
RESEARCH MEANING:
Research in common parlance is referred to a search for knowledge. One can also define research as a scientific and systematic search for pertinent information on a specific topic. D. Slesinger and M. Stephenson in the encyclopedia of social sciences define research as “the manipulation of things, concepts or symbols for the purpose of generalizing to extend, correct or verify knowledge, whether that knowledge aids in construction of theory or in the practice of an art”. Research is thus an original contribution to the existing stock of knowledge making for its advancement. It is pursuit of truth with the help of study, observation, comparison and experiment. In short the search for knowledge through objective and systematic method of finding solution to a problem is research.
3.1. Research methods:
Those methods which are used by the researcher during the course of studying research problem are termed on research methods.
3.2. Research methodology:
The research methodology, not only the research methods are but also consider the logic behind the methods. They are in the contest of our research studied. And explain why we are using a particular method or techniques and we are not using others.
RESEARCH PROCESS
FIGURE: Research process in flow chart
Descriptive research design:
In includes surveys, and facts finding enquires of different kinds. The major purpose of descriptive research is description of state of affairs on it exists at present. The main character of this method is that the researcher has no control threw over the variables. He can report what has happen or what is happening.
Where, F= feedback (helps in controlling the subsystem to which it is transmitted)
FF=feed forward (serves the vital function of providing criteria for evaluation)
2.2 Statement of problem:
Study on service quality and its impact on customer satisfaction in the telecom
sector with reference to mobile service providers.
2.3 Objectives of the study:
2.3.1 Primary objective:
Assessment of quality of service provided by basic and cellular mobile
service providers.
Customer satisfaction surveys for assessing the customer perceptions of
the service.
2.3.2 Secondary objective:
Identify the various criteria considered by a customer before choosing
a particular mobile service provider.
Obtain a clear picture of the various marketing efforts and
communications adopted by the various mobile service providers.
Analyze the current trends and reasons for favorability towards
specific mobile service providers
Identify shortcomings in the existing mobile services provided.
Provide suggestions based on findings.
2.4 Hypothesis:
H1 = quality of service has an impact on customer satisfaction in the telecom
service industry.
H2 = quality of service does not have any impact on customer satisfaction in
the telecom service industry.
2.5 Sampling design:
2.5.1 Population:
The population includes all the existing and potential users of different mobile
services in Indore.
2.5.2 Sample unit:
The sample unit includes all the existing and potential users of different mobile
services within Indore.
2.5.3 Sample Size:
The study will be restricted to 140 respondents
2.5.4 Sampling techniques:
Convenience sampling
2.6 Data collection:
2.6.1 Primary data
Primary data will be obtained through an interview schedule designed with
rating-scale and close-ended questions that will be logically framed basically
aimed at achieving the objectives of the study.
2.6.2 Secondary data:
Secondary data will be obtained through information from previous literature,
reports, newspapers, reference books, magazines and websites.
2.7 Statistical design:
The collected data will be classified with the help of statistical tools like
percentages, arithmetic mean and correlation for the purpose of analysis. Data
will then be analyzed and inferences are drawn from the analysis. Findings will
be illustrated in the form of tables, graphs and charts wherever necessary.
Measures of Location – Mean median & mode
Measures of Spread – Variance, standard deviation, range
For preference analysis rank average method is used.
For testing the hypothesis CHI () – square is used.
2.8 Contribution of the study:
Determination of the best service provider in the industry (within Indore).
Find out the quotient of brand – loyalty and impact of brand in the
market amongst the customers.
Analyze the depth of influence the advertisements exert over the
consumer’s behavior and choice.
2.9 Limitations of the study:
Recall bias of the respondents.
Study limited to Indore city and therefore before generalization to other
cities, unique features of those cities to be considered.
Time factor is considered to be another limitation here as the time
involved is less.
The sample size is small. A better analysis would be carried out with a
larger sample size.
Price war in recent time is much influencing the users to switch off from
one service provider to another.
ANALYSIS AND INTERPRETATION
INTRODUCTION:
This chapter is allocated for analysis and interpretation of data which were collected through questionnaire. The analysis of consumer satisfaction and preference level will be discuss here with the help of percentage, chi () - square and other relevant test.
Sample size for the overall analysis is 140.
Respondent profile:
Gender Number of respondents % of respondentsMale 85 60.7Female 55 39.3total 140 100
%of respondednt0
10
20
30
40
50
60
70
8555
Interpretation: From the above tabulated data, it can be inferred that the gender profile of the
respondents includes 85 males i.e., 60.7% of the respondents and 55 females i.e., the remaining
39.3% of the respondents.
Age profile:
AGE MALE FEMALE TOTAL PERCENTAGE
BELOW 17 YRS 8 5 13 9.2
17-25 YRS 45 26 71 50.7
25-40 YRS 22 16 38 27.3
ABOVE 40 YRS 10 8 18 12.8
TOTAL 85 55 140 100
8 45 22 10 850
20
40
60
80
100
120
140
160
FEMALETOTALPERCENTAGESeries4
INTERPRETATION: the above chart shows that majority of respondent were in between the age
group from 17-40 years contributing nearly around 78% in total. Respondent between age group
17-25 years mostly being students were found to be easily accessible for the survey and
contributed nearly half of the respondent with 50.7% in total out of 140 respondents.
Respondents below 17 years and above 40 years were less in number.
Educational qualification:
QUALIFICATION MALE FEMALE TOTAL TOTAL %
UP TO 10TH 14 4 18 13
GRADUATION 28 20 48 34
POST
GRADUATION
32 24 56 40
OTHERS 11 7 18 13
TOTAL 85 55 140 100
UP TO 10th
GRADUATION
POST GRADUATIO
N
OTHER
STO
TAL
0
20
40
60
80
100
120
140
MALEFEMALETOTAL
Interpretation: the above graph shows that majority of the respondent were either a graduate or a
post graduate with (34% and 40%) 74% accounting over all. A fewer respondent were from high
school and other degree holder such as senior secondary, M.Phil or a PhD holder. So the as per
education is concern majority were literate which shows that they were aware of the services
they used.
OCCUPATION:
OCCUPATION MALE FEMALE TOTAL TOTAL%
STUDENT 38 32 70 50
BUSINESS 14 1 15 11
PROFESSIONAL 13 5 18 13
EMPLOYEE 19 6 25 18
HOME MAKER 1 11 12 8
TOTAL 85 55 140 100
STUDEN
T
BUSINES
S
PROFESS
IONAL
EMPLO
YEE
HOME MAKER
TOTA
L0
20
40
60
80
100
120
140
MALEFEMALETOTAL
Interpretation: from the above graph it has been observed that the half of the respondents was
students followed employees accounting for nearly 18% of the total respondent. A marginal %
(in between 8-12%) was contributed by professional, businessmen and homemaker.
Industry profile:
Interpretation:
Monthly expenses on mobile:
EXPENSES MALE FEMALE TOTAL PERCENTAGE>Rs.150 19 11 30 21.5Rs.150-300 31 17 48 34.3Rs. 300-500 17 23 40 28.5<Rs.500 18 4 22 15.7TOTAL 85 55 140 100
>Rs.150 Rs.150-300 Rs.300-500 <Rs.500 TOTAL0
20
40
60
80
100
120
MFPERCENTAGE
X- Axis represents the respondent
INTREPRETATION: above graph shows that majority of population is spending between Rs.150 to 300 followed by Rs.300- 500. Near around 15%of population is spending a handsome amount above Rs. 500 mark for their communication expenditure monthly.
Service offered by operator and behavior analysis of employees
SERVICES STUDENTBUSINESS PROFESSIONAL EMPLOYEE
HOMEMAKER TOTAL
CALL RATE 55 9 8 18 8 98SMS 38 5 5 8 2 58NETWORK 32 10 15 15 5 77VALUE ADDED 22 4 13 12 2 53TOTAL 147 28 41 53 17 140
STUDEN
T
BUSINES
S
PROFESS
IONAL
EMPLO
YEE
HOMEMAKER
0
10
20
30
40
50
60
CALL RATESMSNETWORKVALUE ADDED
Interpretation:
DURATION OF USE OF A PARTICULAR TELECOM SERVICE:
OPERATOR <=2 MONTHS6-8 MONTHS 1-2 YEAR
>=2 YEARS TOTAL
AIRTEL 5 6 11 16 38
TATA DOCOMO 11 22 33RELAINCE SMART 2 2 2 5 11IDEA 5 6 11 12 34VODAFONE 4 4 1 9BSNL 2 4 9 15
TOTAL 140
AIRTEL
TATA
DOCOMO
RELAINCE M
SART
IDEA
VODAFONE
BSNL
0%10%20%30%40%50%60%70%80%90%
100%
>2 years1-2 years6-8 months<2months
Determination of time period a customer generally have been using service of a particular telecom operator (switch off time)
CHI () – SQUARE ANALYSIS
CUSTOMER SATISFACTION WITH SERVICE QUALITY DIMENSION- RELIABABILITY AND RESPONSIVENESS
R1- Test of dependence between operator selection and delivery of SMS, MMS, voice message and other services.
OPERATOR POOR NEUTRAL GOOD TOTAL
AIRTEL 8 15 15 38
DOCOMO 9 14 10 33
SMART 1 6 2 11
IDEA 8 16 10 34
VODAFONE 1 3 5 9
BSNL 5 5 5 15
TOTAL 32 59 47 140
EXPECTED VALUE:
OPERATOR POOR NEUTRAL GOOD
AIRTEL 8.68 16.01 12.75
DOCOMO 7.54 13.9 11.07
SMART 2.51 4.64 3.69
IDEA 7.77 14.32 11.41
VODAFONE 2.05 3.79 3.02
BSNL 3.43 6.32 5.04
@10degree of freedom and @5% level of significance
Observed -square value =6.3553
- Square tabulated value=18.307
Interpretation: It can be inferred that the observed value is less than the tabulated value so we can say that delivery of SMS, MMS, voice message and other services is not much of concerning factor on selection of telecom operators by the customer.
R2- Test of dependence between operator selection and customer care and handling complaints.
OBSERVED VALUE:
OPERATOR POOR
NEUTRAL
GOOD
TOTAL
AIRTEL 7 12 19 38DOCOMO 7 14 12 33SMART 4 5 2 11IDEA 14 13 7 34VODAFONE 1 3 5 9BSNL 4 7 4 15TOTAL 37 54 49 140
EXPECTED VALUE:
OPERATOR
POOR
NEUTRAL
GOOD
AIRTEL 10.04 14.65 13.3DOCOMO 8.72 12.72 11.55SMART 2.907 4.24 3.85IDEA 8.98 13.11 11.9VODAFONE 2.37 3.47 3.15BSNL 3.96 5.78 5.25
@10degree of freedom and@5% level of significance
Observed -square value =13.0689
- Square table value=18.307
Interpretation: Interpretation: It can be inferred that the observed value is less than the tabulated value so we can say that customer care and handling complaints is not much of concerning factor on selection of telecom operators by the customer
CUSTOMER SATISFACTION WITH SERVICE QUALITY DIMENSION- TECHNICAL ASPECTS
T1- Test of dependence between operator selection and billing procedure.
OBSERVED VALUE:
OPERATOR POOR
NEUTRAL
GOOD
TOTAL
AIRTEL 5 20 13 38DOCOMO 11 15 7 33SMART 1 6 4 11IDEA 12 11 11 34VODAFONE 3 4 2 9BSNL 3 10 2 15TOTAL 35 66 39 140
@10degree of freedom and@5% level of significance
Observed -square value =12.0271
- Square table value=18.307
Interpretation: It can be inferred that the observed value is less than the tabulated value so we can say that billing procedure is not much of concerning factor on selection of telecom operators by the customer
Test of dependence between operator selection and innovation.
OPERATOR POOR
NEUTRAL
GOOD
TOTAL
AIRTEL 5 14 19 38DOCOMO 5 13 15 33SMART 0 5 6 11IDEA 9 18 7 34VODAFONE 0 6 2 9BSNL 4 5 6 15TOTAL 23 61 55 140
@10degree of freedom
Observed -square value =11.8016
- Square table value=18.307
Interpretation: It can be inferred that the observed value is less than the tabulated value so we can say that innovation is not much of concerning factor on selection of telecom operators by the customer
Test of dependence between operator selection and network.
OPERATOR POOR
NEUTRAL
GOOD
TOTAL
AIRTEL 0 16 18 38DOCOMO 12 14 7 33SMART 0 3 7 11IDEA 11 11 12 34VODAFON 6 1 2 9
EBSNL 2 6 7 15TOTAL 31 51 53 140
@10degree of freedom
Observed -square value =20.7357
- Square value=18.307
Interpretation: It can be inferred that the observed value is more than the tabulated value so we can say that network is a must criteria for selection of telecom operators by the customer
CUSTOMER SATISFACTION WITH SERVICE QUALITY DIMENSION- ECONOMY
Test of dependence between operator selection and recharge card.
OPERATOR POOR
NEUTRAL
GOOD
TOTAL
AIRTEL 5 12 21 38DOCOMO 4 10 19 33SMART 3 6 2 11IDEA 13 12 9 34VODAFONE 1 3 5 9BSNL 4 8 3 15TOTAL 30 51 59 140
@10degree of freedom and 5% level of significance.
Observed -square value =19.6799
- Square value=18.307
Interpretation: It can be inferred that the observed value is more than the tabulated value so we can say that recharge card is a must criteria for selection of telecom operators by the customer
Test of dependence between operator selection and call charge per minute or second.
OPERATOR POOR
NEUTRAL
GOOD
TOTAL
AIRTEL 15 10 12 38DOCOMO 0 17 15 33SMART 2 5 4 11IDEA 13 6 9 34VODAFONE 0 4 4 9BSNL 6 7 2 15TOTAL 36 49 46 140
@10degree of freedom and @5% level of significance
Observed -square value =20.7183
- Square table value=18.307
Interpretation: It can be inferred that the observed value is more than the tabulated value so we can say that call charge per minute or second is a must criteria for selection of telecom operators by the customer
Showing the details of the factors that may have influence customers in deciding service of which telecom operator they should render.
FACTORS STRONGLY AGREE
AGREE DISAGREE SRONGLY DISAGREE
TOTAL
BRAND IMAGE 40 55 40 5 140
ADEVERTISEMENT 42 44 33 21 140
OFFERS 62 48 25 5 140
VALUE ADDED SERVICES
44 45 28 23 140
STRONGLY AGREE
AGREE DISAGREE STRONGLY DISAGREE
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
VALUE ADDED SERVICEOFFERSADVERTISEMENTBRAND IMAGE
INTERPRETATION:
From the above graph it can be observed that the majority of the respondents were agreed that these four factors were very much influencing before they rendered the services of their respective service provider. Only 27% of respondent were such that they were not much bothered regarding the brand image of the company or the advertisement they do. Around 65% were interested in the current offers and value added service the companies gave.
RANK ANALYSIS:
Introduction: here we may rank the above observation from 1-16 as per minimum value must be given the least rank. In case the values are same we assign the mean value to those values.
FACTORS STRONGLY AGREE
AGREE DISAGREE SRONGLY DISAGREE
RANK SUM
RANK AVG
BRAND IMAGE 8.5 15 8.5 1.5 33.5 2.0937
ADVERTISEMENT 10 11.5 7 3 31.5 1.9687
OFFERS 16 14 5 1.5 36.5 2.2813
VALUE ADDED SERVICE
11.5 13 6 4 34.5 2.1562
WHEN THE AVERAGE OF RANKED VALUE IS TAKEN THE TABLE IS AS FOLLOWS:
FACTORS BRAND IMAGE
ADVERTISEMENT OFFERS VALUE ADDED SERVICE
RANK AVG. 2.0937 1.9687 2.2813 2.1562
Interpretation:
INTERPRETATION:
Above figure shows that the offers was the main concern factor while rendering any of the services followed by value added service. Advertisement was not much influencing factor when compared to rest of the factors. Brand image certainly plays a great role but when the offering are concern it stands behind.
QUESTIONNAIRE
Dear Respondent,
This questionnaire is a part of research work conducted on “CONSUMER’S PREFERENCE AND SATISFACTION TOWARDS POSTPAID GSM
TELECOM SERVICE PROVIDER IN INDORE”, in partial fulfillment of degree of MASTERS OF BUSINESS ADMINISTRATION.
Please take a few minutes to answer the following question. Your honest opinions, comments and suggestions are extremely important to us.
Personal profile:
Name (optional): …………………………..
Gender: M F
Marital status: Married Unmarried
Please tick the suitable options:
1. In which age group do you fall?
(a) Below 17yrs (b) 17-25yrs (c) 25-40yrs (d) above 40yrs
2. Your educational qualification:
(a) Up to 10th (b) graduation (c) post graduation
(d) Others: …………………………….
3. Occupation
(a) Student (b) business (c) professional (d) employee (e) homemaker
5. Which Telecom Service do you possess?
(a) AIRTEL (b) TATA DOCOMO (c) Reliance SMART (d) IDEA (e) VODAFONE (f) BSNL (g) others …………………………………………
6. Your monthly expenses on mobile
(a) less than Rs.150 (b) Rs.150-350 (c)Rs.350-700 (d) aboveRs.700
7. Which services are more helpful to you while using your Telecom Service?
(a) Call rates (b) SMS service (c) Network (d) Value added service
8. How long you have been using the services of current telecom operator?
(a) Less than 2month (b) 6-8 months (c) 1-2 years (d) more than 2years
9. If you are asked to select among the following as first preference which would you choose?
(a) AIRTEL (b) TATA DOCOMO (c) Reliance SMART (d) IDEA (e) VODAFONE (f) BSNL (g) others …………………………………………
CUSTOMER SATISFACTION WITH SERVICE QUALITY DIMENSIONS
In your opinion, how does the service quality of your network meet your expectations in terms of the following dimensions? TICK the appropriate
answer
DIMENSIONS
RELIABILITY AND RESPONSIVENESS POOR NEUTRAL
GOOD
R1 delivery of SMS, MMS, voice message and other services
R2 Customer care and handling complaints
TECHNICAL QUALITIES
T1 Billing procedure
T2 Network innovativeness- ability to use current technology to improve services
T3 Network coverage
ECONOMY (How economical is the use of your telecom service in terms of
E1 Recharge cards and their denominations
E2 The call charge per minute or second
Please make a tick mark on factors that may have influenced you to decide your telecom operator
FACTORS Strongly agree
agree disagree Strongly disagree
D1 Brand image
D2 Advertisement (TV commercials, newspaper, banners, hoardings)
D3 Offers ( SIM card offered with initial balance, life time validity)
D4 Value added service (GPRS, newspaper, entertainment, downloads, travel etc.)
Overall, tell us how much you are satisfied or dissatisfied with your telecom operator. Put up a tick mark with the facial that expresses best
Very dissatisfied dissatisfied neutral satisfied very satisfied
Feedback if any………………………………………………………………………………………….
…………………………………………………………………………………………………………………… …………………………………………………………………………………………………………………..
Thank you…..