airtel shahid

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PROJECT REPORT

A Study On Customer Preference On Airtel Data Card

With Referance To Bharti Airtel Ltd

PROJECT REPORT

Submitted by

SIBIN SUDHAKARAN

Register No: 098001151048

Of

HAPPY VALLEY BUSINESS SCHOOL, COIMBATORE

In partial fulfillment of the requirements

for the award of the degree

Of

MASTER OF BUSINESS ADMINISTRATION

MAY - 2011


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ANNA UNIVERSITY OF TECHNOLOGY, COIMBATORE

HAPPY VALLEY B-SCHOOL

COIMBATORE -641 105

DEPARTMENT OF MANAGEMENT

PROJECT WORK

MAY 2011

This is to certify that the project entitled

A Project Report On Customer Preference for Airtel data card in Bharti Airtel

Ltdin Trivandrum

is the bonafide record of project work done by

SIBIN SUDHAKARAN

Register No: 098001151048

Of Master of Business Administration during the year 2010-2011

Project Guide Head of the Department

Submitted for the Project Viva-Voce examination held on___________

Internal Examiner External Examiner


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BONAFIDE CERTIFICATE

This is to certify that the project work titled A Study on Customer Preference for Airtel data

card in Bharti Airtel Ltd is the bonafide work of SIBIN SUDHAKARAN

Reg.No:098001151048 who carried out the same under my supervision. Certified further that

to the best of my knowledge the work reported herein does not form part of any other Project

work or dissertation on the basis of which a degree or award was conferred on an earlier

occasion of this or any other candidate. This Project work is submitted to Anna University

Coimbatore in partial fulfillment of requirement for the award of degree of Master of

Business Administration

------------------------------------------

Signature and Name of the Guide

-----------------------------------------------

Signature and Name of the Director/ HOD

Submitted for the Viva-Voce examination held on ________________________

_______________________ _______________________

(Signature of Internal Examiner with date) (Signature of External Examiner with date)


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ACKNOWLEDGEMENT

It is a matter of immense pleasure and privilege to acknowledge the valuable

assistance, inspiration, guidance and help; I amassed from a galaxy of personalities during

my project work at AIRTEL, TRIVANDRUM. I most sincerely express my heart felt

gratitude to MR.VASANTH BAHTT, ZONAL MANAGER for his guidance and

encouragement throughout the training. I would also like to think to thank the staff of

AIRTEL . for the tremendous patience in solving difficulties and answering the endless

questions put up by me. The incredible help and information imparted by the organization is

unforgettable.

I expressed my sincere gratitude to our director, Dr.C.KANAKARAJ and the staff of

Institute of management studies, for permitting me to take up this summer internship. I am

really grateful to Dr. T.BINA, HOD, for her valuable suggestions and encouragement to

complete the summer internship successfully.

It would be a pleasure to express my profound gratitude to my internal guide.

Mrs. P.SHANMUGHA PRIYA, Happy Valley Business School, for her contend motivation

and excellent guidance. Her subtle wisdom has been the primary factors influencing my study

and has urged me to a greater precision and comprehension in my final project.

SIBINSUDHAKARAN


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DECLARATION

I affirm that the Project Report at AIRTEL , Trivandrum being submitted in partial

fulfillment for the award of MBA is the original work carried out by me. It has not formed

the part of any other project work submitted for award of any degree or diploma, either in this

or any other University.

(Signature of the

Candidate)

Sibin Sudhakaran.

098001151048

I certify that the declaration made above by the candidate is true

Signature of the Guide,

Mrs. P Shanmugha Priya

Asst. Professor


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CHART

NO:

DESCRIPTION PAGE NO:

1 Chart showing the classificat ion of gender 34

2 Chart showing the respondents on the basis of age 35

3 Chart showing the occupation of the respondents 36

4 Chart showing the usage of internet services 37

5 Chart showing the frequency of connecting to the internet 38

6 Chart showing the awareness of the data card 39

7 Chart showing the awareness of different brands in data card 40

8 Chart showing the whether the customers are up to date with the

current offers of the data card

41

9 Chart showing the type of net connection 42

10 Chart showing the connection used by the customers 44

11 Chart showing the customer came to know about the data card 46

12 Chart showing the type of advt mostly influenced in chossing

airtel data card

47

13 Chart showing the preference of the customer on the basis ofschemes and promotion

49

14 Chart showing the purpose for the customer to prefer airtel data

card

51

15 Chart showing the where the customer buy the data card 52

16 Chart showing the customer satisfaction with the customer

services

53

17 Chart showing the customer satisfaction on the performance ondata card

54

18 Chart showing the the customer spending more on net bill

according to the usage or not

56

19 Chart showing the customer recommending about airtel data

card to others

58

20 Chart showing the importance on the customer purchase

decision of data card

60


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TABLE

NO:


1 Table showing the classificat ion of gender 34

2 Table showing the respondents on the basis of age 35

3 Table showing the occupation of the respondents 36

4 Table showing the usage of internet services 37

5 Table showing the frequency of connecting to the internet 38

6 Table showing the awareness of the data card 39

7 Table showing the awareness of different brands in data card 40

8 Table showing the whether the customers are up to date with the

current offers of the data card

41

9 Table showing the type of net connection 42

10 Table showing the connection used by the customers 43

11 Table showing the customer came to know about the data card 45

12 Table showing the type of advt mostly influenced in chossing airtel

data card

47

13 Table showing the preference of the customer on the basis of

schemes and promotion

48

14 Table showing the purpose for the customer to prefer airtel data

card

50

15 Table showing the where the customer buy the data card 52

16 Table showing the customer satisfaction with the customer services 53

17 Table showing the customer satisfaction on the performance on

data card

54

18 Table showing the the customer spending more on net bill

according to the usage or not

55

19 Table showing the customer recommending about airtel data card

to others

57

20 Table showing the importance on the customer purchase decision

of data card

59


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TABLE OF CONTENTS

CHAPTER

NO:


LIST OF TABLE

LIST OF CHARTS

1 INTRODUCTION 1

1.1 ABOUT THE STUDY 1-2

1.2 INDUSTRY PROFILE 3-6

1.3 COMPANY PROFILE 7-21

2 REVIEW OF LITERATURE 22-25

3 MAIN THEME OF THE PROJECT 26

3.1 SCOPE OF THE STUDY 27

3.2 OBJECTIVE OF THE STUDY 28

3.3 LIMITATIONS OF THE STUDY 29

4 RESEARCH METHODOLOGY 30-32

5 DATA ANALYSIS AND INTERPRETATION 33-60

6 FINDINGS 61-62

7 SUGGESTIONS 63-64

8 CONCLUSION 65-66

9 BIBLIOGRAPHY 67

10 APPENDIX 68-71


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INTRODUCTION

ABOUT THE STUDY

The project entitled A STUDY OF CUSTOMER PREFERENCE ON AIRTEL DATA

CARD at BHARTI AIRTEL LIMITED, Trivandrum, was undertaken with a view to have

a study on internet data card and the factors which consumers give preference while choosing

a service provider on internet data cards. This study gives an idea about the customer

perception towards the use of airtel data card.The study will also give the customer

satisfaction of the internet data card users.

Communication has been one of the most important aspects of the growth of human

society and culture. Telecommunication refers to the transmission of messages, over a

significant distance for the purpose of communication. It has evolved a long way since the

time people used visual signals such as smoke, flags or drums to convey messages. In todays

age telecommunication is mainly through electrical, radio and electronic channels like

television, phone, internet etc. Telecommunication can be called as the lifeline of an economy

and is crucial to any business, production process or market. It helps integrate the society andessential for globalization and world stability.

The Indian Telecom sector is regarded as the fastest growing in the world with about

15 million subscribers being added every month. A large population, low telephony

penetration levels, and a rise in consumers' income and spending owing to strong economic

growth have helped make India the fastest-growing telecom market in the world. It is

expected that the customer base will be close to 900 million voice subscribers by 2013 and a

sizeable penetration of broadband by 2015. Indian Mobile Telecommunications is now

considered the poster boy of Reforms and the Liberalization process. Its use has filtered down

almost to the lowest strata of society and is providing significant / tangible economic and

social benefits to the common man.

The latest development in the Indian telecommunication sector is the 3G technology.

This is a time when the whole world is connected each other with the help of internet. An

ocean of the information as well as the users of the internet arises many types of facilities and

technologies are entered by the various service providers for making a comfortable and high

speed net connector.In India many companies are in market which is providing the facility for


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internet connect. One of the famous companies is Reliance, Tata, Bsnl, Idea, Airtel etc. But

now the new fashion is USB net connector. It is quite comfortable to use internet every

whereon need any antenna. It can be used anywhere and get comfortable high speed for net

connecting. This is a technology which works without sim. The companies are providing

various plan pre paid and post paid.

In information technology, Universal Serial Bus (USB) is a serial bus standard to

connect devices to a host computer. USB was designed to allow many peripherals to be

connected using a single standardized interface socket and to improve plug and play

capabilities by allowing hot swapping; that is, by allowing devices to be connected and

disconnected without rebooting the computer or turning off the device. Other convenient

features include providing power to low-consumption devices, eliminating the need for an

external power supply; and allowing many devices to be used without requiring

manufacturer-specific device drivers to be installed.USB is intended to replace many varieties

of serial and parallel ports. USB can connect computer peripherals such as mice, keyboards,

PDAs, gamepads and joysticks, scanners, digital cameras, printers, personal media players,

flash drives, and external hard drives. For many of those devices, USB has become the

standard connection method. USB was designed for personal computers, but it has become

commonplace on other devices such as PDAs and video game consoles, and as a power cord

between a device and an AS adapter plugged into a wall plug for charging. The design of

USB is standardized by the USB Implementers Forum (USB-IF), an industry standards body

incorporating leading companies from the computer and electronics industries. Notable

members have included Agree (now merged with LSICorporation), Apple Inc., Hewlett-

Packard, Intel, NEC, and Microsoft.


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INDUSTRY PROFILE


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INDUSTRY PROFILE

The USB 1.0 specification was introduced in 1994. USB was created by the core group of

companies that consisted of Intel, Compaq, Microsoft, Digital, IBM, and Northern Telecom.

Intel produced the UHCI host controller and open software stack; Microsoft produced a USB

software stack for Windows and co-authored the OHCI host controller specification with

National Semiconductor and Compaq; Philips produced early USB Audio; and TI produced

the most widely used hub chips. USB was intended to replace the multitude of connectors at

the back of PCs, as well as to simplify software Configuration of communication devices.

The USB 2.0 specification was released in April 2000 and was standardized by the USBIF

at the end of 2001. Hewlett-Packard, Intel, Lucent (now LSI Corporation since its merger

with Lucent spinoff Agree Systems), Microsoft, NEC, and Philips jointly led the initiative to

develop a higher data transfer rate, 480 Mbit/s, than the 1.0 specification of 12 Mbit/s. The

USB 3.0 specification was released on November 17, 2008 by the USB 3.0 Promoter Group.

It has a transfer rate of up to 10 times faster than the USB 2.0 version and has been dubbed

the Super Speed USB. Equipment conforming with any version of the standard will also work

with devices designed to any previous specification(a property known as backward compatibility).

Overview Of Indian Telecom

Indian Telecom industry is one of the fastest growing telecom markets in the World .Telecom

in real sense means transfer of information between two or more persons situated at distant

places through radio electric signals. The popular meaning of telecom always involve making

dialogue through electric signals with the help of electronic device. Now a days people have

come more accustomed to telecommunication facility in place of old postal system or any

other methods of exchange of communication. With its high population and development

potential India is having one of the fastest growing telecom networks in the world. Indias

public sector telecom company BSNL is the 7th

largest telecom company in the world .

Reliance, Vodafone, Airtel, Idea ,Virgin Mobile ,Tata indicom,Aircel,Uninor etc are other

major operators in India .The Indian telecommunications industry is one of the fastestgrowing in the world and India is projected to become the second largest telecom market


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globally by 2010.India added 113.26 million new customers in 2008, the largest

globally. In April 2008,India had already overtaken the US as the second largest

wireless market. With an average 9.5 million customers added every month. The

telecom penetration is over 33.6%.This means that 1/3 Indians has a telephone

connection. Telecommunication sector in India can be divided into two segments: Fixed

Service Provider (FSPs), and Cellular Services. Fixed line services consist of basic services,

national or domestic long distance and international long distance services. Private services

focus on the business/corporate sector, and offer reliable, high- end services, such as leased

lines, ISDN, closed user group and videoconferencing. Cellular services can be further

divided into two categories: Global System for Mobile Communications (GSM) and Code

Division Multiple Access (CDMA). The GSM sector is dominated by Airtel and Vodafone,

while the CDMA sector is dominated by Reliance and TataIndicom. Opening up of

international and domestic long distance telephony services are the major growth drivers for

cellular industry. Cellular operators get substantial revenue from these services, and

compensate them for reduction in tariffs on airtime, which along with rental was the main

source of revenue. The reduction in tariffs for airtime, national long distance, international

long distance, and handset prices has driven demand.

In 1990s the telecom sector was opened up by the Government for private investment as a

part of Liberalization-Privatization-Globalization policy. Therefore it become necessary to

separate the Govts policy of DOT on October 01,2000 and named it as Bharat Sanchar

Nigam Ltd.Many private operators such as Reliance Idia mobile, Hutch, Airtel, Idea ,Tata

indicom,BPL,Bharti etc successfully entered the high potential Indian telecom market

The mobile services were commercially launched in August 1995 in India. In present

scenario Bsnl and Mtnl are the incumbents in their respective areas of operation and continue

to enjoy the dominant service provider status in the domain of fixed line services. Reliance,

Vodafone, Airtel, Idea ,Virgin Mobile Tata indicom,Aircel,Uninor ,Tata docomo etc are other

major operators in India


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Companies in Telecom Sector

1) Airtel2) Tata Docomo3) BSNL4) Aircel5) Vodafone6) Idea7) Reliance8) Uninor9)

Tata indicom

10)Virgin Mobile11)Videocon


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Company Profile


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COMPANY PROFILE

Telecom giant Bharti Airtel is the flagship company of Bharti Enterprises. The Bharti

Group, has a diverse business portfolio and has created global brands in the

telecommunication sector. Bharti has recently forayed into retail business as Bharti Retail

Pvt. Ltd. under a MoU with Wal-Mart for the cash & carry business. It has successfully

launched an international venture with EL Rothschild Group to export fresh agri products

exclusively to markets in Europe and USA and has launched Bharti AXA Life Insurance

Company Ltd under a joint venture with AXA, world leader in financial protection and

wealth management.

Airtel comes to you from Bharti Airtel Limited, Indias largest integrated and the first

private telecom services provider with a footprint in all the 23 telecom circles. Bharti

Airtel since its inception has been at the forefront of technology and has steered the

course of the telecom sector in the country with its world class products and services.

The businesses at Bharti Airtel have been structured into three individual strategic business

units (SBUs) - Mobile Services, Airtel Telemedia Services & Enterprise Services. The

mobile business provides mobile & fixed wireless services using GSM technology across 23

telecom circles while the Airtel Telemedia Services business offers broadband & telephone

services in 95 cities. The Enterprise services provide end-to-end telecom solutions to

corporate customers and national & international long distance services to carriers. All these

services are provided under the Airtel brand

Airtel comes to you from Bharti Cellular Limited a part of the biggest private integrated

telecom conglomerate, Bharti Enterprises. Bharti Enterprises has been at the forefront of

technology and has revolutionized telecommunications with its world class products and

services. Established in 1967, Bharti has been a pioneering force in the telecom sector with

many firsts and innovations to its credit. Bharti has many joint venture with world

leaders like singtel (Singapore telecom); Warburg pincus , USA; Telia , Sweden; Asian

infrastructure find, Mauritus ; International Finance corporation, USA and New York Life

International, USA. It provides a range of telecom services , which include cellular ,

basic,internet and recently introduced national long Distance. Bharti also manufactures and

exports telephone terminals and cordless phones. Apart from being the largest manufacturer


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of telephone instruments in India , it is also the first company to export its products to the

USA. Bharti is the leading cellular service provider, with an all India footprint covering all

23telecom circles of country. Bharti has been a pioneering force in the telecom sector with

many first and innovations to its credit, ranging from being the first mobile service in

Delhi, first private basic telephone service in the country, first Indian company to provide

comprehensive telecom services outside India in Seychelles and first private sector service

provider to launch National & International Long Distance services in India. Bharti

Enterprises has successfully focused its strategy on telecom while straddling diverse of

business. From the creation of AIRTEL, one of theIndias finest brands, to becoming the

largest manufacturer and exporter ofworld class telecom terminals under its Betel brand ,

Bharti has created a significant position for itself in the global telecommunications sector.

Bharti Tele- ventures is today acknowledged as one of Indias finest companies , and

its flagship brand AIRTEL, has over 13.2 million customers across the length and breadth

of India. Bharti tele ventures limited , a part of Bharti Enterprises is Indias leading

provider of telecommunications services. The businesses at Bharti tele-venture have been

structured into two main strategic business groups- the Mobility Leaders business group and

the Infotel Leaders business group. The Mobility Leaders business group provides GSM

mobile services across India in twenty-three telecom circles, while the Infotel Leaders

business group provides broadband & telephone services, long distance services and

enterprise services. All these services are provided under the AIRTEL brand.

OUR BRAND

Airtel was born free, a force unleashed into the market with a relentless and unwavering

determination to succeed. A spirit charged with energy, creativity and a team driven to seize

the day with an ambition to become the most globally admired telecom service. Airtel, in

just ten years of operations, rose to the pinnacle of achievement.

As India's leading telecommunications company Airtel brand has played the role as a

major catalyst in India's reforms, contributing to its economic resurgence. Today we touch

peoples lives with our Mobile services, Telemedia services, to connecting India's leading

1000+ corporate. We also connect Indians living in USA, UK and Canada with our call home

service.


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THE VISION & MISSION OF AIRTEL

VISION OF AIRTEL

To be globally admired for telecom services that delight customers.

We will meet global standards for telecom services that delight

customers through:

Customer service focus Empowered employees Innovative services Cost efficiency

MISSION OF AIRTEL

By 2010 Airtel will be the most admired brand in India:

Loved by more customers Targeted by top talent Benchmarked by more businesses

At Airtel always think in fresh and innovative ways about the needs of our

customers and how airtel want them to feel. airtel deliver what they promise and go out of

their way to delight the customer with a little bit more


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The MileStone Of Airtel

First and only service to be adjusted the best mobile serviceIn the country.

Consecutively for four years 1997,1998,1999,and 2000 byCommunications world and awarded the Techies Awards.

First to launch intelligent Network services. First to launch pre-paid roaming service. First to launch full roaming services on pre-paid. First to launch 32kK sim cards. First to launch local direct dialing facility. First to reach the 1 millioncustomer mark in a single circle. First to successfully conduct EDGE trials. First to launch a dual band network on the country. First to deploy voice quality enhancers to improve voice quality Bharti Cellular Limited is also the first telecom company in the

World to receive the ISO 9001:2000 certification from British

Standards institute


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BUSINESS DIVISIONS

1) Mobile Services

Bharti Airtel offers GSM mobile services in all the 23-telecom circles of India and is

the largest mobile service provider in the country, based on the number of customers.

2) Corporate Services

The group focuses on delivering telecommunications services as an integrated

offering including mobile, broadband & telephone, national and international long

distance and data connectivity services to corporate, small and medium scale

enterprises

3) Broadband & Telephone Services

The group offers high speed broadband internet with a best in class network. With

Landline services in 94 cities we help you stay in touch with your friends & family

and the world.


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Broadband & Internet

1) Broadband Advantage

It is powered by DSL technology which gives you blazing-fast; secure Internet acess

The internet give you the power of limitless discovery on internet from shopping to

banking, paying bills to making new friends and not to mention endless fun & learning

for children.

2) Power Surfing

With 2Mbps speed we can feel the excitement of doing more on the internet, Shop,

Download, and exchange of heavy files and no ore disconnection in the middle of the

download

3) 24 x 7 Customer Support

The customer service is round the clock 365 days a year. The suggestion of the customer willlead to the improvement , brickbats and even an occasional bouquet, will only help us realize

our promise!


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Technology

Airtel Broadband is powered by DSL technology

1) DSL provides blazing-fast, secure Internet access and can be delivered to both homesand to businesses

2) Digital Subscriber Line (DSL) technology provides instant Internet and networkaccess at speeds up to 50 times faster than a 28.8Kbps

3) With DSL Internet Service it can download graphics-heavy files, large documents,software, photos, email attachments, and more, instantly

4) It's perfect for real-time interactive multimedia, broadcast quality video, distancelearning, and video-on demand.

Partners

The company has a strategic alliance with SingTel. The investment made by SingTel is

one of the largest investments made in the world outside Singapore, in the company.

The companys mobile network equipment partners include Ericsson and Nokia. In the

case of the broadband and telephone services and enterprise services (carriers), equipment

suppliers include Siemens, Nortel, Corning, among others. The Company also has an

information technology alliance with IBM for its group-wide information technology

requirements and with Nortel for call center technology requirements. The call center

operations for the mobile services have been outsourced to IBM Daksh, Hinduja TMT,

Teletech & Mphasis


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Awards and Recognitions

August 7, 2008: Bharti Airtel adjudged the 'Best Cellular Service Provider' and 'BestBroadband Service Provider' at the 2008 V&D 100 Awards.

July 11, 2008: Bharti Airtel Limited voted as India 's most innovative company in asurvey conducted by The Wall Street Journal . Bharti Airtel was ranked as the most

innovative in responding to customer needs in a survey conducted to determine Asia

's 200 most-admired companies.

June 13, 2008: Sunil Bharti Mittal received U.S.-India Business Council's 'GlobalVision' Award . The prestigious award recognizes his entrepreneurial zeal and

contribution to Indian business.

June 11, 2008: Airtel voted the 2nd Most Trusted Service Brand in the AnnualEconomic Times-Brand Equity, Most Trusted Brands survey

June 2008: Airtel wins the Platinum Trusted Brand Award in the Mobile Serviceprovider category in the Reader's Digest Asia Trusted Brands Survey .

May 26, 2008: Airtel was honoured with the prestigious 'Wireless Service Providerof the Year' award at the 2008 Frost & Sullivan Asia Pacific ICT Awards.

April 17, 2008: Bharti Airtel had the distinction of being amongst 20 companiesworldwide and the only one in India , to be honoured with the 'Gallup Grea

Workplace Award'.

April 8, 2008: Airtel adjudged as the 'Best Carrier India' at the Telecom Asia Award2008 . The Telecom Asia Awards, constituted by the Telecom Asia magazine, seek to

recognize outstanding performances of companies and individuals in the Asian

telecommunication industry based on criteria such as financials, market standing,

technology and corporate governance.


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Organisation Structure

As an outcome of a restructuring exercise conducted within the company; a new integratedorganizational structure has emerged; with realigned roles, responsibilities and reporting

relationships of Bhartis key team players. With effect from March 01, 2006, this unified

management structure of 'One Airtel' will enable continued improvement in the delivery of

the Groups strategic vision.


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Board of Directors

The board of directors of the Company has an optimum mix of executive and nonexecutive

directors, which consists of two executive and fourteen non-executive directors.The

Chairman and Managing Director, Mr. Sunil Bharti Mittal, is an Executive Director and the

number of Independent Directors on the Board is 50% of the total board strength. The

independence of a director is determined on the basis that such director does not have any

material pecuniary relationship with the Company, its promoters or its management, which

may affect the independence of the judgment of a Director. The board members possess

requisite skills, experience and expertise required to take decisions, which are in the best

interest of the Company. The composition of the Board is as under:

1. Sunil Bharti Mittal

2. Rajan Bharti Mittal

3. Akhil Gupta

4. Rakesh Bharti Mittal

5. Chua Sock Koong

6. N. Kumar

7. Kurt Hellstrom

8. Mauro Sentinelli

9. Paul OSullivan

10. Pulak Chandan Prasad

11. Bashir Abdulla Currimjee

12. Ajay Lal

13. Arun Bharat Ram

14. Manoj Kohli


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The Airtel Logo:

The Airtel logo is a strong, contemporary and confident symbol for a brand that is always

ahead of the rest. It is a specially drawn wordmark.

The Airtel Image style

It incorporates two solid, red rectangular forms whose counter form creates an open doorway.

The Airtel Typographical style

The title case lettering with its capital 'A' was deliberately chosen to reinforce the brand's

leadership position. The red dot on the letterform 'I' cues Airtel's focus on innovation..

The words 'Express Yourself' are very much part of the brand identity

The Airtel Colour Palette

The lettering is grey so that the pure black of Airtel is visually unharmed.


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Airtel Netconnect

Introduction

Airtel Communication always remained technological, market leader in GSM mobile

business. Its high brand awareness, market acceptance as a technological, economical leader

in various segment of mobile business and high brand equity were compelling reason to

penetrate and develop entire value chain of the both mobile and broadband based business.

Netconnect Broadband

Nationwide coverage will ensure Reliance Netconnect Broadband+ coverage in 62major cities and seamless integration with High Speed 1x for National coverage.

Please note that day/night classification of a particular session will be done on basisof session start time i.e. If the session starts in Peak time/Day Usage (6 AM to 10

PM), it would be classified as a day session and if the session starts in Off-peak

time/Night Usage (between 10 PM to 6 AM), it would be classified as night session.

Minimum guaranteed speed on Netconnect Broadband+ is 256 Kbps subject totechnical feasibility.

Netconnect Broadband Post-paid tariff Plans

20 times faster internet with speed upto 3.1 mbps on move. Wireless broadband for laptops and Desktops.

Seamless hi-speed network across 24000 towns


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An overview of internet and wireless connectivity

Common uses of the Internet

E-mail

World Wide Web

Remote Access

Collaboration

Streaming Media

File Sharing

Voice Telephony

Driving growth of internet data card

Growing businesses in all segments, necessity to access emails and corporate applications

during urgent business trips and the urge for some entertainment while on the move are some

drivers increasing the demand for data card usage. Apart from these factors, as the name of

Tata Indicom's data card, 'Plug 2 Surf', suggests, ease of use with plug and play

factor is also a driver for growth. SP Shukla, president, Personal Business, Reliance

Communications, says that faster surfing and higher download speeds, convenience of

surfing the Internet while on the move, simple to use, and affordable tariffs are among the

key reasons for the data card growth, in both the laptop and desktop segments. Wireline

broadband connections are yet to penetrate the vast semi-urban and rural parts of the country

where entrepreneurs, officials, students, etc have the need to surf the Internet for various

purposes. Though the laptop penetration in these areas has not made a significant mark,

desktop penetration is comparatively more. With data cards offering convenient access to the

Internet, a number of companies have started to tie up with service providers to avail bulk

network connections for their employees on the go and allow them to utilize their time during

business travels. Since data cards can be used with desktop also, it cuts down the office

infrastructure costs as well. With the data card segment witnessing steady growth,

affordability will go up, which, in turn, will drive growth. As the data card growth increases,

speed evolves and prices come down, affordability will go up and more users can begin tothink of data card as an affordable solution, says an Airtel spokesperson. And growth of


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mobile telephony in India has created users with specific needs like m-commerce that require

wireless Internet, driving the wireless data card growth. Once the concept of mobile wallet

and its applications hit the market in India in the near future, the wireless data card segment is

also expected to witness an exponential growth. Apart from this, Internet charges in costly

hotels are very high. With the availability of data cards and USB modems, frequent business

travelers who stay in costly star hotels can access the Internet and corporate applications on

their laptops and avoid using the Internet facility at hotels, saving on high Internet charges.

Companies whose data cards are available in the Trivandrum Market

1 Reliance Upto 4 times faster speed than dial up SMS and voice

services

2 Airtel High speed 3G USB modem with speed up to

3.6Mbps

3 Idea High speed up to 3.6Mbps EDGE enable4 BSNL High speed 3G USB modem wit speed up to 3.6Mbps

5 Tata Photon CDMA 1x technology with speed up to 153kbps


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REVIEW OF LITERATURE


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Reviews of Literature

Airtel has been a pioneering force in the telecom sector with many firsts and innovations to

its credit, ranging from being the first mobile service in Delhi, first private basic telephone

service provider in the country, first Indian company to provide comprehensive telecom

services outside in India in Seychelles and first private sector service provider to launch

National Long Distance Services in India.

1) Surrender (2004), undertook a research to evaluate the impact of advertising on boththe rural and urban consumers, in term of improving the sales of products, to analyze

the differences between rural and urban consumers. The study examined differentmedia habits of the rural and urban consumers with regard to the purchase of the

selected luxury items and also effectiveness and usefulness of advertising to the

society in general and in rural consumers

2) Chris (2003) has analyzed Telecom advertising in print media. This researchattempted to investigate why Telecom theme are used in advertisement, and the

motives that lead companies and advertisers to use sport celebrities and sport concept

in advertisements. From study it has been revealed that the appearance of sport

celebrities in advertising endorsement occurred more often in Telecom magazines

than in other magazines, because their target group is more acquainted with athletes.

The sport celebrities that dominated each printed media are related with their target

group characteristics.

3) .Ray (2007), in his article study has concluded that the most important character ofspoke character is the control over the character. The spoke characters appearance

can be altered according to the marketers need and objective. The spoke character has

distinct personality; it reflects on the brands and gives the brand a unique personality.

But sometime spoke character become so entangled with brand that removing spoke

character may lead to negative impact on the image of the brand. This is the another

factor which is impacting the advertisement.


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4) Kalpana and Chinnadurai (2006) in their study titled Promotional Strategies ofCellular Services: A Customer Preference analyzed that the increasing competition

and changing taste and preferences of the customers all over the world are forcing

companies to change their targeting strategies. The study revealed the customer

attitude and their satisfaction towards the cellular services in Coimbatore city. It was

found that advertisement play a dominant role in influencing the customers but most

of the customers are of opinion that promotional strategies of cellular companies are

more sale oriented rather than customer oriented.

5) Sethetal (2008), in their study titled Managing the Customer Prefered ServiceQuality for Cellular Mobile Telephone: an Empirical Investigation analyzed that

there is relative importance of service quality attributes and showed that

responsiveness is the most importance dimension followed by reliability, customer

prefered network quality, assurance, convenience, empathy and tangibles. This would

enable the service providers to focus their resources in the areas of importance. The

research resulted in the development of a reliable and valid instrument for assessing

customer perceived service quality for cellular mobile services.

6) Kalavani (2006) in their study analyzed that majority of the respondents have givenfavourable opinion towards the services but some problems exist that deserve the

attention of the service providers. They need to bridge the gap between the services

promised and services offered. The overall Customers Preference towards Data Card

services is that they are satisfied with the existing services but still they want more

services to be provided.

7) Bhatt (2008), in his study titled A Study of Data Card Usage Among the PostGraduate Students analyzed that it is important for net users, service providers,

content developers, equipment manufacturers, as well as for parents and young people

alike that the key characteristics of Data Card technology is well understood so that

the risks associated with its potentially damaging or disruptive aspects can be

mitigated. This paper has tried to compare the usage difference by gender with respect

to the difference manufacturing and service provider companies.


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8) Shankar (2006) This article examines the emergence of innovation and valuecreation for enhancing customers' experience, as a result of increasing competition in

the Indian telecom industry during the late 1990s and early 2000s. The report provides

a detailed account of the evolution of the Indian telecom industry. It traces various

developments in the industry before, during and after the liberalization of the Indian

telecom sector. It also provides information about the increasing popularity of cellular

services which led to the emergence of several private telecom operators like Bharati

Tele Ventures, Hutchison Telecom, Idea Cellular Ltd, Reliance Telecom Ltd, etc.

9) Batra (2006) In this ICFAI journal of Consumer Prefrence has discussed thatIndia's economic prosperity and maturity has also helped to shape the world of

advertising agencies in India, enabling the latter to reach global standards.

Advertising has become serious and big business in India, with its worth being

estimated at Rs. 13,200-crore, by those in the know. This can only mean one thing

that apart from the quality of work, the volume of the work has increased. Companies

are using different media to persuade the customer. All most all marketing andadvertising agencies in India believe in the concept of 360 degree branding. Agencies

are creating, sharing and managing stories and brand experiences in a manner that

involves and engages, rather than interrupts and alienates.


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MAIN THEME OF THE PROJECT


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OBJECTIVE OF THE STUDY

PRIMARY OBJECTIVE

1) To find out the customer preference of data card on airtel

SECONDARY OBJECTIVE

1) To Study about the awareness among the customers about internet and data card2) To Study about purchase decision behavior of the customer


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SCOPE OF THE STUDY

Scope of the study is among the mobile customers of AIRTEL as well as other private

operators in the state of Kerala as well as the mobile service providers of Kerala. The

growing competition in the global market is showing that it is becoming increasingly

important for companies to grow with the expectation of their customers and gain new

customers. Gaining knowledge about customers' behavior is substantively important which

can only be examined by analyzing the role of various factors affecting purchasing behavior

of data card among customers and processes


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LIMITATIONS OF THE STUDY

The population sample collected may or may not a perfect representation of entirearea in state of Kerala

The data collected for the study are qualitative being subject to the personal biasof the respondents.

The foremost limitation was the short span of time which is quite insufficient toundertake an exploratory study.

The data card of airtel is in its initial of adaptation among the customers, so ittakes time to know the actual impact it made and the factors influencing switching

among consumers of Kerala


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RESEARCH METHODOLOGY


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RESEARCH METHODOLOGY

Research means a scientific and systematic search for pertinent information on a specific

topic. Research is a careful investigation or inquiry especially through search for new facts in

any branch of knowledge. Research comprises defining and redefining problems,

formulating hypothesis or suggested solution; collecting, organizing and evaluating data;

making deductions and reaching conclusions; and at last carefully testing the conclusions to

determine whether they fit the formulating hypothesis.

Methodology is defined as the study of methods by which we gain knowledge, it deals

with cognitive processes imposed on research the problems arising from the nature of its

subject matter.

Types of Research:-Descriptive Research

The research was descriptive in nature, researcher attempt to obtain a complete and accurate

description of situation. After analyzing the data the researcher attempts to predict the result

of action. Descriptive study is a comparative design that throws light on specifying objects

techniques of collecting the information taking out sample processing, analyzing and question

of report of finding. It must be prepared in keeping in view the objective of study and the

resources available. However it must ensure the minimization of bias and acceptation of

reliability of evidence collected.

Sampling Method: The sampling adopted for the study was non-probability sampling.

The respondents were chosen on the basis of convenience. In other words sampling procedure

adopted was non-probability convenience sampling.

Sampling design: It is a definite plan for obtaining sample from a given population. It

refers to the technique or procedure the researcher would adopt in selecting items for thesample. It consists of selecting the study and selection of the sample. In this study,

convenience sampling design was used which purely depends on the viewpoints of

researcher.

Sample Size: The sample size for the study was determined. A sample of 120 respondents

was chosen for administering the questionnaire.

Sample Area: The area for the study was conducted in Trivandrum city


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Data Collection Method:

The primary data was collected through questionnaire.The questionnaire was framedin such a manner to obtain correct information, graded suitably for the study.

The Secondary data refers to the information already collected and available forreference from sources such as Library, websites, journal books etc. Secondary data

about the company profile and other details such were collected from the company

websites and through personal discussion with the company

Questionnaire Design:

The structured questionnaire for Customer Preferences of Airtel data card with the following

types of questionnaires open ended, closed ended, multiple choice questions...

Tools Used For Analysis

The collected data is tabulated and analyzed using

1) Percentage Analysis2) Weighted Mean Method1) Percentage Analysis : Percentage analysis refers to specific kind of ratio.

Percentage is used in making comparison between two or more data. Percentage

relates to the data were presented in the table along with pictorial studied.

2) Weighted Mean Method : Another tool used in this study is weighted averagemethod for analyzing the rating and the ranking scales. It is know that a mean is

considered to be the most represented figure for the entire mass of data. This means

for the more realistic average is calculated by considereing the weighted averageforthe same. The weighted average mean has been ranked in this study

WEIGHTED AVERAGE=

Sum of the frequency times the column weight

Response count


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ANALYSIS AND INTERPRETAION


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TABLE NO: 1

CLASSIFICATION OF RESPONDENTS ON THE BASIS OF GENDER

Serial No Gender Frequency Percentage

1 Male 62 52

2 Female 58 48

Total 120 100

Source: Survey Data

Inference:

As per the table 52% of the respondents are male and 48% of the respondents are female

CHART NO :1

GENDER OF THE RESPONDENTS

52%

48%

GENDER

Male

Female


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TABLE NO :2

CLASSIFICATION OF RESPONDENTS ON THE BASIS OF AGE

Source: Survey Data

Inference:

As per the table Almost 41% of the respondents belong to age group of 15-25, 42% of the

respondents belong to the age 25-35, 12% of the respondents are in the age group 35-45, 5%

of the consumers are in 45-55

CHART NO 2

CLASSIFICATION OF RESPONDENTS ON THE BASIS OF AGE

41%

42%

12%5%

percentage

15-24

25-34

35-44

45-54

Serial No Age Frequency percentage

1 15-24 49 41

2 25-34 51 42

3 35-44 14 12

4 45-54 6 5

Total 120 100


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TABLE NO:3

OCCUPATION OF RESPONDENTS

Serial No Profession frequency Percentage

1 Student 38 32

2 GovtEmployees 8 7

3 Private Employees 49 41

4 Self employee 16 13

5 Others 9 7

Total 120 100

Source: Survey Data

Inference:

As per the table 32% of respondents are students, 7% Govt Employees, 41% Private

Employees, 13% Self employees and 7% are including in the other categories.

CHART NO :3OCCUPATION OF RESPONDENTS

32%

7%41%

13%7%

Occupation

Student

Govt Employees

Private Employees

Self employee

Others


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TABLE NO:4

USAGE OF INTERNET SERVICES

Serial No Usage Frequency Percentage

1 Yes 110 92

2 No 10 8

Total 120 100

Source: Survey Data

Inference:

As per the table 92% of respondents use internet service and 8% of the respondants dont use

internet services

CHART NO : 4

WHETHER THE RESPONDETS USE THE INTERNET SERVICE OR NOT

0

50

100

Yes

No

92

8Percentage

Usage Of Internet Services

Whether the respondents use the

Internet Services or not

Percentage


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TABLE NO: 5

THE FREQUENCY OF CONNECTING TO THE INTERNET

Serial No Connectivity Frequency Percentage

1 Once In a Day 17 14

2 Twice In a Week 42 35

3 Regularly 61 51

Total 120 100

Source: Survey Data

Inference:

As per the table 14% of respondents use internet service once in a day 35% of the

respondents use internet services twice in a week and 51% are regular users of the internet

CHART NO 5

THE FREQUENCY OF CONNECTING TO THE INTERNET

14%

35%

51%

Percentage

1

2

3


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TABLE NO:6

THE AWARENESS OF DATACARD

Serial No Awareness of

data card

Frequency Percentage

1 Yes 96 80

2 No 24 20

Total 120 100

Source: Survey Data

Inference:

As per the table 80% of respondents are aware about the data card and a minority of 20% are

unaware about the internet data card

CHART NO : 6

THE AWARENESS OF DATACARD

80%

20%

Awareness of data card

Yes

No


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TABLE NO : 7

AWARENESS OF DIFFERENT BRANDS IN DATA CARD

Serial No Brand of data card Frequency Percentage

1 AIRTEL 14 11

2 BSNL 35 29

3 IDEA 39 33

4 RELIANCE 21 18

5 MTS 11 9

Total 120 100

Source: Survey Data

Inference:

As per the table it shows that 33% of respondants are aware of Idea ,and 29 % of the

customer are aware of BSNL ,and 18 % are aware of Reliance , 11% are aware of Airtel, 9%

are aware of MTS

CHART NO : 7

AWARENESS OF DIFFERENT BRANDS IN DATA CARD

11%

29%

33%

18%

9%

Brand of data card

AIRTEL

BSNL

IDEA

RELIANCE

MTS


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TABLE NO : 8

WHETHER THE CUSTOMERS ARE UPDATE WITH THE CURRENT OFFERS

OF DATA CARD

Serial No Whether Update

with offers of

data card


1 Yes 88 73

2 No 32 27

Total 120 100

Source: Survey Data

Inference:

As per the table 73% of the customer are Up to date with the currents offers of the data

card , 27 % of the customer are not up todate with the current offers of data card

CHART NO 8 :

WHETHER THE CUSTOMERS ARE UPDATE WITH THE CURRENT OFFERS

OF DATA CARD

73%

27%

Whether Update with offers of

data card

Yes

No


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TABLE NO : 9

TYPE OF NET CONNECTION

Serial No Type of net

connection


1 Prepaid 83 69

2 Post paid 37 31

Total 120 100

Source: Survey Data

Inference:

As per the table 69 % of the customer are using prepaid connection and 37 % of the customer

are using post paid

CHART NO : 9

TYPE OF NET CONNECTION

0%

69%

31%

Type of internet connection

Prepaid

Post paid


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TABLE NO 10

THE CONNECTION USED BY THE CUSTOMERS

Serial No Brand of data card Frequency Percentage

1 AIRTEL 14 11

2 BSNL 35 29

3 IDEA 39 33

4 RELIANCE 21 18

5 MTS 11 9

Total 120 100

Source: Survey Data

Inference:

As per the table 33 % of the customer are using Idea Connection , 29 % of the customer are

using BSNL Connection , 18 % of the customer are using Reliance Connection , 11 % of the

customer are using Airtel Connection , 9 % of the customer are using MTS connection


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CHART NO :10

THE CONNECTION USED BY THE CUSTOMERS

11%

29%

33%

18%

9%

Percentage

AIRTEL BSNL IDEA RELIANCE MTS


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TABLE NO 11

HOW THE CUSTOMER CAME KNOW ABOUT AIRTEL DATA CARD

Serial No The source of

knowledge about

airtel data card


1 Advertisement 102 85

2 connectivity 3 3

3 schemes 6 5

4 goodwill 9 7

Total 120 100

Source: Survey Data

Inference:

As per the table 85 % of the customer came to know about through Advertisement , 3 %

came to know through connectivity , 5 % of the customer came to know through Schemes , 7

% of the customer came to know through goodwill


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CHART NO :11

HOW THE CUSTOMER CAME KNOW ABOUT AIRTEL DATA CARD

85%

3% 5%7%

Percentage

Advertisement

connectivity

schemes

goodwill


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TABLE NO :12

THE TYPE OF AVDT MOSTLY INFLUENCED MOSTLY IN CHOOSING AIRTEL

SERVICE PROVIDER

Serial No The source of

knowledge about airtel

data card


1 Friends &Family 13 11

2 TV Advertisement 65 54

3 Magazine&Newspaper 42 35

Total 120 100

Source: Survey Data

Inference:

As per the table 54 % came to know about knowledge of airtel data card through TV Advt ,

35 % came to know about knowledge of airtel data card through Magazine & Newspaper , 11% came to know about knowledge of airtel data card through Friends & Family

CHART NO 12

THE TYPE OF AVDT MOSTLY INFLUENCED MOSTLY IN CHOOSING AIRTEL

SERVICE PROVIDER

0204060

11

54

35

percentage

The type of advertisement mostly influencedin choosing airtel

Percentage


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TABLE NO : 13

THE PREFERENCE OF THE CUSTOMERS ON THE BASIS OF SCHEMES AND

PROMOTIONS

Serial No preferences of

customers on the

basis of schemes

and promotions


1 Free gift 5 4

2 Free usage 104 87

3 discounts 11 9

Total 120 100

Source: Survey Data

Inference:

As per the table 87 % of the customer prefer Free usage on the bases of schemes and

promotions , 9 % the customer prefer Discounts on the bases of schemes and promotions , 4

% the customer prefer Free Gift on the bases of schemes and promotions


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CHART No :13

THE PREFERENCE OF THE CUSTOMERS ON THE BASIA OF SCHEMES AND

PROMOTION

4%

87%

9%

The preferences of customers on the basis

of schemes and promotions

Free gift

Free usage

discounts


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TABLE NO 14

THE PURPOSE FOR CUSTOMER TO PREFER AIRTEL DATA CARD

Serial No The purpose for

customer to prefer

Airtel data card

services


1 Personal use 39 31

2 Business purpose 17 14

3 Both 65 55

Total 120 100

Source: Survey Data

Inference:

As per the table 55 % of the customer prefer airtel data card services for both personal and

business purpose , 31 % of the customer prefer airtel data card services for personal use , 14

% of the customer prefer airtel data card services for business purpose


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CHART NO : 14

THE PURPOSE FOR CUSTOMER TO PREFER AIRTEL DATA CARD

31

14

55

0

10

20

30

40

50

60

Personal use Business purpose Both

Percentage

The purpose for customer to prefer Airtel data card services

The purpose for customer to prefer

Airteldata card services

Percentage


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TABLE NO 15

FROM WHERE THE CUSTOMER BUY DATA CARD

Serial No the customer buy

data card from


1 Company outlets 79 66

2 Retailer 41 34

Total 120 100

Source: Survey Data

Inference:

As per the table 66 % of the customer bought from the Company Outlet , and 34 % of the

customer bought from the Retailers

CHART NO 15

FROM WHERE THE CUSTOMER BUY DATA CARD

0

20

40

60

80

Company outlets Retailer

66

34

Perce

ntage

customer buy data card from

The customer buy data card from

Percentage


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TABLE NO 16

WHETHER THE CUSTOMER IS SATISFIED WITH THE AIRTEL CUSTOMER

SERVICES

Serial No customer is satisfied

with the of airtel

customer services or not


1 Yes 116 97

2 No 4 3

Total 120 100

Source: Survey Data

Inference:

As per the table 97 % of the customer are satisfied with the customer services and 3 % of

the customer are not satisfied with the customer services

CHART NO :16

WHETHER THE CUSTOMER IS SATISFIED WITH THE AIRTEL CUSTOMER

SERVICES

97%

3%

Whether the customer is satisfied

with the of airtel customer services

or not

Yes

No


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TABLE NO 17

WHETHER THE CUSTOMER IS SATISFIED WITH THE PERFORMANCE OF

AIRTEL DATA CARD

Serial

NoOpinion Freqeuency weight total

1Highly

satisfied10 5

50

2 Satisfied 95 4 380

3

Neither

satisfied not

dissatisfied

5 3

15

4 Dissatisfied 10 2 20

5Highly

dissatisfied0 1

0

Total 120 465

Weighted Mean

Frequency x Weight/ Total Frequency Weighted Mean

465/120 3.87

The Weighted Mean was found to be 3.87 which show that the customers are satisfied with

the airtel data card


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TABLE NO 18

WHETHER THE CUSTOMER THINK THAT THEY ARE SPENDING MORE ON

THE INTERNET BILL ACCORDING TO THE USAGE OR NOT

Serial No Whether the customer

think that they are

spending more on the

internet bill according to

the usage or not.


1 Yes 116 97

2 No 4 3

Total 120 100

Source: Survey Data

Inference:

As per the table 97 % of the customer think that they are spending more on the internet bill

according to the usage , 3 % of the customer think that they are not spending more on theinternet bill according to the usage


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CHART NO 18

WHETHER THE CUSTOMER THINK THAT THEY ARE SPENDING MORE ON

THE INTERNET BILL ACCORDING TO THE USAGE OR NOT

97%

3%

Whether the customer think ,they arespending more on the internet bill

according to the usage or not.

Yes

No


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TABLE NO 19

HOW LIKELY THE CUSTOMER RECOMMEND ABOUT THE AIRTEL DATA

CARD TO OTHERS

Serial No How likely the customer

recommend about the

airtel data card to others


1 Definitely 20 17

2 Probably 65 55

3 Definitely not 25 20

4 Probably not 10 8

Total 120 100

Source: Survey Data

Inference:

As per the table 17 % of the customer will Definitely recommend about airtel data card to

others , 55 % of the customer will Probably recommend about airtel data card to others , 20 %

of the customer will Definitely Not recommend about airtel data card to others , 8 % of the

customer will Probably Not recommend about airtel data card to others


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CHART NO 19

HOW LIKELY THE CUSTOMER RECOMMEND ABOUT THE AIRTEL DATA

CARD TO OTHERS

17%

55%

20%

8%

How likely the customer

recommend the airtel data card

to others

Definitely

Probably

Definitely not

Probably not


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TABLE NO 20

Rate the factors on importance they hold as the customer in purchasing decision of

airteldata card

RANK 1 2 3 4 5 Total

FACTORS31 30 25 20 14

120Signal strength

Internet speed 25 27 25 18 25 120

Tariff plan 29 22 21 20 28 120

Easy handling 25 26 19 25 25 120

price 14 25 20 36 25 120

Source: Survey Data

Calculation

RANK 1 2 3 4 5 frequency

FACTORS

31 60 75 80 70

120 2.63

Signal strength

Internet speed 125 108 75 36 25 1202.92

Tariff plan 145 88 63 40 28 120 2.96

Easy handling 125 104 57 50 25 120 2.99

price 70 100 60 72 25 120 3.29


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INFERENCE:

Source: Survey Data

The above table shows the preference of factors which influence the purchasing

decisions of the customer and which the customer expects from Airtel data card. We can see

that the signal strength scores the highest rank as it has got the highest mark. The internet

connection speed gains the second position, whole third rank goes to tariff plans, easy

handling matters the customer decision and being placed in the fourth position, and Price of

data card scores the fifth rank and which least bothers the customer. Thus the data says that

the customer give prime importance to signal strength f the service provider which permits

the customer to use the internet data card anywhere he goes. Then the speed of the internet

connection matters to customers, which enables him to browse the internet and download the

required data needed for him. Then comes the Tariff plans provided by the service provider.

The customer chooses the tariff plan which includes many offers and free usages etc., and the

voice clarity of particular network. The easy handling of the internet data card is also

affecting the customers decision making. The price of data card is also affects the decision

making of the customer in purchasing the internet data card.


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FINDINGS


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FINDINGS

An analysis regarding the gender of customers shows that 52 % are male and 48% arefemale

As per analysis Almost 41% of the respondents belong to age group of 15-24,42% of the respondents belong to the age 25-34, 12% of the respondents are in the

age group 35-44, 5% of the consumers are in 45-54

As per analysis it shows the occupants are 32% of respondents are students, 7%Govt Employees, 41% Private Employees, 13% Self employees and 7% are including

in the other categories.

Regarding the usage of internet services 92% of respondents use internet service and8% of the respondents dont use internet services

The analysis shows that 14% of the respondents use internet service once in a day35% of the respondents use internet services twice in a week and 51% are regular

users of the internet

Regarding the awareness of the data card shows 80% of respondents are aware aboutthe data card and a minority of 20% are unaware about the internet data card

From among the different service providers the awareness among the respondentsshows the status 33% of respondents are aware of Idea ,and 29 % of the customer are

aware of BSNL ,and 18 % are aware of Reliance , 11% are aware of Airtel, 9% are

aware of MTS

As concern with the up-to-date awareness of offers of data card 73% of the customerare Uptodate with the currents offers of the data card , 27 % of the customer are

not uptodate with the current offers of data card

It is found that 69% are Prepaid users and where has 31% are Post Paid users As per the brands of connection following shows 33 % of the customer are using Idea

Connection , 29 % of the customer are using BSNL Connection , 18 % of the

customer are using Reliance Connection , 11 % of the customer are using Airtel

Connection , 9 % of the customer are using MTS connection

According to the analysis 85 % of the customer came to know about throughAdvertisement

Regarding the the type of advt that influence the customer about airtel data card 54 %came to know about knowledge of airtel data card through TV Advt


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As per the analysis 87 % of the customer prefer Free usage on the bases of schemesand promotions

The analysis shows 55 % of the customer prefer airtel data card services for bothpersonal and business purpose

As the table shows 97 % of the customer are satisfied with the customer services As per the graph it say that 17 % of the customer will Definitely recommend about

airtel data card to others , 55 % of the customer will Probably recommend about airtel

data card to others , 20 % of the customer will Definitely Not recommend about airtel

data card to others , 8 % of the customer will Probably Not recommend about airtel

data card to others


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SUGGESTION

To survive in such a competitive market, knowledge about the product is a must. Forthis there should be sustained efforts in making the consumer aware about the qualityand its benefits. Airtel should deliver attractive advertisements which contain

information regarding its tariff plan and other offers. Airtel has got a good tariff plan

and other offers comparing with other service providers, But the customers are

unaware about it. So effective advertisements only can serve the purpose tariffs.

The company should provide free usage and some discounts inorder to increase thecustomer preference of the data card

Airetl should made an efforts to make the customer service better Depending on the market conditions / competition from other brands, there should be

flexible pricing mechanism

Device installation and registration on site should be easier to work so that customersneed not to give more papers at the time of purchasing a new connection

Company should come with some good and effective plans to make the customersatisfied.


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CONCLUSION


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CONCLUSION

The study on the customer preference on AIRTEL data card is a study which was carried out

to find out the preference of customer in choosing the data card and the scope for airtel in the

data card market. The factors that affect the customer decision making in the purchase of

internet data card was also found out. The study also intended to know the awareness of

customers about the internet data card. The objective of the study is achieved by analyzing

the questionnaires filled by the customer of airtel and other private operators from

Trivandrum city

From the study it was found that the prominent factors are signal strength internet speed,

tariff plan, easy handling of the internet data card and also the price. Though the airtel has got

very good customer services and many attractive factors, it is not yet become the market

leader in the internet data card segment

From the study it was found out that the market leader in this segment is Idea, BSNL, and

Reliance. Improve the signal strength and internet speed of airtel data card and restructure thetariff plans in order to suite the pocket of average Indian customer can make an impact in this

segment. The company should go for mass advertising and awareness drive about internet

data card of airtel. The company should take step to improve the awareness of the customer

and prospective customer regarding their products and services and to improve the quality of

data card. By considering the factors airtel can become undisputed market leader


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BIBLIOGRAPHY

BOOKS

Kothari C R Research Methodology Methods & Techniques New Age International(P) Ltd publishers, 2005

Kotler Philip , Principles of Marketing , Sultan Chand and Company Ltd ., NewDelhi 2002

Kaushal, Rajeev & sinha. Tele Communication , Indian brand equity foundation,Dec,2008

.Kalwani, Banumathy, Consumers Attitude towards Cell phone Services, 2006

Seth et, Etal, Managing the Customer Perceived Service Quality for Cellular Mobile Telephone: an Empirical Investigation, 2008

WEB SITES

www.airtel.co.in www.coai.com www.trai.gov.in The Indian Telecom Industry, Vatsal Goyal, 2007 Investment Surge in the Indian Telecom Space, Times Global, Issue 2, 2008
http://www.trai.gov.in/http://www.trai.gov.in/http://www.trai.gov.in/


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APPENDIX


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1) SexA. Male B. Female

2) AgeA. 15-25B. 25-35C. 45-55D. 55-65

3) OccupationA. Student B. Govt Employee C. Private EmployeeE. Self Employee F. Others

4) How often do you connected to net?A. Once B. Twice C. Regularly

5) Do you use Internet Services ?A. Yes B. No

6) What type of Net Connection do you use ?A. USB Modem B. Broad Band

7) Are you aware of Data Card?A. Yes B. No

8) Which of the followingbrands of data card you are aware of ?A. Airtel B. BSNL C. Idea D. Reliance E. MTS

9) Are you Up To Date with the current offers of Data Card ?A. Yes B. No


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10)If USB modem what type of net connect are you using ?A. Post Paid B. Pre Paid

11 ) Which of the following connection are you using?

A. Airtel B. Idea C. Reliance D. MTS E. BSNL12) You came to know about Airtel data card through ?

A. Advt B. Connectivity C. Schemes D. Good will

13)Which type of advertisement mostly influencing you to choose Service Provider ?A. Friends & Family B. TV Advt C. Magazine& Newspapers

14) What are your preferences on the basis of schemes and promotions ?A. Free Gift B. Free Usage C. Discounts

15) For what purpose do you prefer airtel data card services ?A. Personal Use B. Business Purpose C. Both

16)Please rate the factors on importance they hold for you in purchase decision of AirtelData card.(1 least important to 5 most important) ?

No Attributes/Benefits Rating

1. Price

2. Easy handling

3. Net Speed

4. Signal Strength

5. Availability in store

6. Tariff plan

7. Offer/Discounts

17) From Where did you buy the Data Card ?A. Company Outlets B. Retailer C. Not Using


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18)Ranking of various services Providers on Data Card on the basis of Priority?

No. Attributes

1. Airtel

2. Idea

3. BSNL

4. Reliance

5. MTS

19)Are you Satisfied with the customer services ?A. Yes B.No

20) Are you Satisfied with Airtel Data card ?A. Likely B. Very Likely C. Unlikely D. Very Unlikely

21)Do you think that you are spending more on your net bill according to the usage ?A. Yes B. No

22)How likely will you recommend about Airtel Data Card to Others ?A. Definitely B. Probably C. Definitely Not D. Probably Not

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