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PROJECT REPORT

ON

AIRTEL

BY

ARINDAM BARIK

ROLL NO. 520610716

Sikkim Manipal University

Directorate of Distance Education

Syndicate House

Manipal- 576119

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Annexure A

University center address and code No:

ABC Foundation

Code No: 03075

Title Of Project Report

To analyze the consumer behavior of AIRTEL

By

ARINDAM BARIK

A project report submitted in partial fulfillment of the requirements for

Master Of Business Administration

Of

Sikkim Manipal University, INDIA

Sikkim Manipal University

Directorate of Distance Education

Syndicate House

Manipal- 576119

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Annexure B (Student declaration)

I here by declare that the project report entitled

To analyze the consumer behaviors of AIRTEL

Submitted in partial fulfillment of the requirements for the degree of

Masters of Business Administration

To Sikkim Manipal University, India, is my original work and not

submitted for the award of any other degree, diploma, fellowship, or

any other similar title prizes.

Place: Kolkata ARINDAM BARIK

Date: Reg. No. 520610716

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Annexure C

The project report of

ARINDAM BARIK

To analyze the consumer behavior of AIRTEL

Is approved and is acceptable in quality and from

Internal Examiner External Examiner

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Annexure D

This is certified that the project report entitled

To analyze the consumer behavior of AIRTEL

Submitted in partial fulfillment of the requirements for the degree of

Masters of Business Administration of

Sikkim Manipal University of Health, Medical and Technology

sciences

ARINDAM BARIK

has worked out under my supervision and guidance and that no part

of this report has been submitted for the award of any other degree,

diploma, fellowship, or any other similar title prizes and that the work

has not been published in any journal or Magazines.

Reg. No. 520610716 Certified

Mr. Mrinal Kanti Chakraborty

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ACKNOWLEDGEMENT

This project was undertaken to fulfill an important module of the curriculum of the

Master of Business Administration course of Sikkim-Manipal University, recognized

by UGC, Govt. of India.

I would like to thank to our coordinator Ms. Sanyogita Basufor giving me the opportunity to undertake the course in her Institute, ABC

Foundation.

I would also like to thank our Professor Mr. Mrinal Kanti Chakraborty

for his counsel and advice and also for giving me the key insights, which were so

useful in completion of the project.

I would like to take the opportunity to express my gratitude for all the people, who

extended their cooperation, especially corporate persons of various companies and

individuals at Kolkata helped me during the survey and to carry out the project

successfully.

I am also thankful to Mr. SUMIT ROY (Managing Director, SUR Enterprise), Ms.

Aishee Roy (Director, SUR Enterprise) for their valuable inputs.

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PROJECT CONTENT

Introduction 2-10

Company Profile 11-14

Project Objective 15-26

Methodology Adopted 27-44

Analysis 45-57

Findings 58-65

Conclusion 66

Recommendation 67-70

Bibliography 71

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INTRODUCTION

Project is nothing but a temporary endeavor. Project is nothing but a synchronized

documentation along with the inference of certain findings and its suggestive

recommendation regarding a given topic. A project is something which helps one to

extract the innovative skill which is very much instrumental in directing a specific

guideline to solve a problem or even to achieve the coveted objectives.

Generally project has some several objectives from several points of view. A person who

does a project for a company he has a objective, as well as the company has some interest

about the project.

Generally the project is a short-term procedure, we can expect a full prove result from a

project. Now we discuss about the point of views of a project

The Point Of Views Of The Person Who Is Doing The Project :- Doing a complete

project is essential part in MBA course. Basically which things we learn in our MBA

course; by doing a project we can get the test practically. Not only that we can get a

experience from a project, like contract to the consumers, how to make potential

customers, how to develop the business. Main thing is that how to apply those things in

our course, which will be help in our future job field.

The Company Point Of View :- To give the permission to do a project the company has

some interest. Because the person is doing the project he enter in the company like an

employee. Not only that as the project is a research work so the company get valuable

informations. So it will be help to the company for its future development.

SUR Enterprise is a DSA of AIRTEL, so I get a chance to doing a project on marketing

about AIRTEL. I mainly focused on AIRTELS marketing policy. My project work biased

on to get the feed back of AIRTEL (post paid) existing customers and

the interest of new comers of AIRTEL (post paid). Basically I want to know from the

existing customers after using this services what they feel about AIRTEL. If they feel any

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problem or they have any suggestion so I definitely take attention of the company and

company can be think about it.

About AIRTEL

Tata Teleservices is part of the INR 64,350 Crore (US$14.3 billion) Tata Group,

that has over 90 companies, over 210,000 employees and more than 2.16 million

shareholders. With an investment of over INR 9,000 Crore (US$ 2 billion) in Telecom, the

Group has a formidable presence across the telecom value chain. The Tata Group plans an

additional investment of around INR 9000/- Crore (US$ 2 billion) in this sector in the next

two years.

Tata Teleservices spearheads the Group's presence in the telecom sector. Incorporated in1996, Tata Teleservices was the first to launch CDMA mobile services in India with the

Andhra Pradesh circle. Starting with the major acquisition of Hughes Tele.com (India)

Limited [now renamed Tata Teleservices (Maharastra) Limited] in December 2002, the

company has swung into expansion mode. Tata Teleservices operates in 20 circles i.e.

Andhra Pradesh, Chennai, Gujarat, Karnataka, Delhi, Maharashtra, Mumbai, Tamil Nadu,

Orissa, Bihar, Rajasthan, Punjab, Haryana, Himachal Pradesh, Uttar Pradesh (E), Uttar

Pradesh (W), Kerala, Kolkata, Madhya Pradesh and West Bengal. The company has a

customer base of over 3 million. The investment in the company as of March 2004 totals

INR 5995 Crore (US$ 1200 million).

Having pioneered the CDMA 3G1x technology platform in India, Tata Teleservices has

established a robust and reliable telecom infrastructure that ensures quality in its services.

It has partnered with Motorola, Ericsson, Lucent and ECI Telecom for the deployment of a

reliable, technologically advanced network.

The company, which heralded convergence technologies in the Indian telecom sector, is

today the market leader in the fixed wireless telephony market with a customer base of 1.8million.

Tata Teleservices' bouquet of telephony services includes Mobile services, Fixed Wireless

Phones, Public Booth Telephony, and Wire line services. Other services

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Tata Teleservices has recently, marked its entry into the Prepaid segment by launching

100 % Sacchai True Paid, across all its existing 20 circles. With the latest initiative,

AIRTEL has opened up new frontiers for the Indian prepaid customers by offering 1-

second pulse and 100 % talktime on True Paid.

The company will be shortly launching a new service for Corporate called Push-

To-Talk (first across the world to partner with Qualcomm for BREWChat). This service

will be available for the masses across the country. AIRTEL has also launched a collection

of 1000 mobile games - one of the largest collections of mobile games in the world.

The company has launched prepaid FWP and public phone booths, new handsets, expand

Wi-Fi across public hotspots, new voice & data services such as BREW games, picture

messaging, polyphonic ring tones, interactive applications like news, cricket, astrology,etc.

Tata Teleservices has a strong workforce of 5500. The company is in the process

of recruiting personnel for its new circles and will create more than 20,000 jobs by March

2005, which will include 10,000 indirect jobs through outsourcing of its manpower needs.

Today, the company serves more than 3 million customers in over 824 towns. With

an ambitious rollout plan both within existing circles and across new circles, Tata

Teleservices will offer world-class technology and user-friendly services to over 1000

cities in 20 circles by March 2005.

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Milestone of Tata Teleservice Limited

January 2004

AIRTEL crossed the half million-customer mark in the Fixed Wireless segment byregistering over 300% growth in its Fixed Wireless customer base since January 2003.

With over half million Fixed Wireless retail customers and over 30,000 Fixed Wireless

payphones, AIRTEL continues to be the leader in the Fixed Wireless segment.

National SMS service launched across the six circles

February 2004

AIRTEL Subscribers can now send International SMS across across 174 countries

and 533 operators.

AIRTEL launches SMS based entertainment and infotainment services with 8282

Service and Indiatimes 8887/8888 Service.

AIRTEL launches roaming services across 5 circles.

March 2004

QUALCOMM and Tata Teleservices Announce Plans to Offer Wireless

Applications and Services Via BREW and BREWChat Solutions.

April 2004

Tata Teleservices launches AIRTEL Prepay Service on Smart Wireless Service in

New Delhi and Hyderabad, which offers up to 25% savings on monthly usage.

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The tele service sectors in India there are some giant competitors BSNL and Reliance. Still

now BSNL is the market leader. AIRTEL and Reliance are trying to get the market

position, which BSNL has. About the company details of BSNL and Reliance are given

below:

Bharat Sanchar Nigam Limited (BSNL)

On October 1, 2000 the Department of Telecom Operations, Government of India

became a corporation and was christened Bharat Sanchar NigamLimited (BSNL). Today,

BSNL is the No. 1 Telecommunications Company and the largest Public Sector

Undertaking of India with authorized share capital of $ 3977 million and networth of $

14.32 billion. It has a network of over 45 million lines covering 5000 towns with over 35

million telephone connections.

With latest digital switching technology like OCB,EWSD,AXE-10,FETEX,NEC etc. and

widespread transmission network including SDH system upto 2.5 gbps, DWDM system

upto 80 gbps,Web telephony,DIAS,VPN, Broadband and more than 400,000 data

customers , BSNL continues to serve this great nation .

Its responsibilities include improvement of the already impeccable quality of telecom

services, expansion of telecom network, introduction of new telecom services in all

villages and instilling confidence among its customers.

BSNL has managed to shoulder these responsibilities remarkably and deftly.

Today with over 45 million line capacity, 99.9% of its exchanges digital, nation wide

Network management & surveillance system (NMSS) to control telecom traffic and over

4,00,000 route kms of OFC network, Bharat Sanchar Nigam Ltd is a name to reckon with

in the world of connectivity. Along with its vast customer base, BSNL's financial and asset

bases too are vast and strong. Consider the figures, as they speak volumes on BSNL's

standing:

The telephone infrastructure alone is worth about Rs. 1,00,000 crore (US $ 22.74

billion)

Turnover of Rs. 31,400 crore ( US $ 7.14 billion)

Add to which, BSNL's nationwide coverage and reach, comprehensive range of

telecom services and a penchant for excellence; and you have the ingredients for

restructuring India for a bright future. Today, BSNL is most trusted Telecom Brand of

India.

Mission & Vision 2005:

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VISION:

To become the largest telecom Service Provider in South east Asia.

MISSION:

(i) To provide world class State-of-art technology telecom services on demand at

affordable price.

(ii) To Provide world class telecom infrastructure to develop country's economy.

Cellone is the Post paid service of the BSNL. It offers you a host of value added

services and unmatched features not found in any other Cellular service.

As a proud subscriber of CellOne service you will stay in touch with your nears

and dears any where in India because Cellone is the only Cellular service which is

available in all major cities and covers all major highways.

As a CellOne subscriber you will enjoy benefits like:

1. No security Deposit if you are an existing BSNL subscriber

2. No security deposit or monthly rental for national roaming

facility in Plan-325 & 525.

3. Voice Mail recording and receiving facility free.

4. CLIP free

5. Call waiting and Call holding facility free

Excel is the Pre paid service of the CellOne Cellular Service of BSNL. It offers you a host

of value added services and unmatched features not found in any other Cellular service.

All India roaming facility is also available on Excel service.

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Initial activation charges for Excel is only Rs. 200/- and free talk value of Rs. 50/- is given

to all subscribers.

Excel Pre paid cards are available in the denominations of Rs. 70,150, 300, Rs. 500, Rs.

1000 and Rs. 2000 validity period of which are 7,15, 30, 45, 120 and 180 days

respectively.

CellOne Voice Mail Service ensures that the customers never miss their calls even when

their phone is busy,switched off,out of coverage, or the customer is simply too busy to

take the call.In such cases,CellOne VMS greets the caller and records a message from the

caller,which the customer can retrieve later at his convenience from anywhere in the

world.This is available to all our post-paid customers.

It's like having your very own ,mobile personal secretary and answering machine who

listens to your incoming calls,greets the caller and stores the messages left by the caller so

that you can listen and call them back later.

Reliance Infocom

Reliance Infocomm is the outcome of the late visionary Dhirubhai Ambani's (1932-2002)

dream to herald a digital revolution in India by bringing affordable means of information

and communication to the doorsteps of India's vast population.

"Make the tools of infocomm available to people at an affordable cost, they will overcome

the handicaps of illiteracy and lack of mobility", Dhirubhai Ambani charted out the

mission for Reliance Infocomm in late 1999. He saw in the potential of information and

communication technology a once-in-a-lifetime opportunity for India to leapfrog over its

historical legacy of backwardness and underdevelopment.

Working at breakneck speed, from late 1999 to 2002 Reliance Infocomm built the

backbone for a digital India - 60,000 kilometres of fibre optic backbone, crisscrossing

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the entire country. The Reliance Infocomm pan-India network was commissioned on

December 28, 2002, the 70th - birth anniversary of Dhirubhai. This day also marked his

first birth anniversary after his demise July - 6, 2002.

Reliance Infocomm network is a pan India, high capacity, integrated (wireless and

wireline) and convergent (voice, data and video) digital network, designed to offer

services that span the entire Infocomm value chain - infrastructure, services for

enterprises and individuals, applications and consulting. The network is designed to

deliver services that will foster a new way of life for a New India.

Reliance is India's largest mobile service provider with over 8 million subscribers as on

June 30, 2004. Reliance IndiaMobile (RIM), its mobile service was commercially

launched on May 1, 2003 and became the largest mobile service in seven months. RIMis

now available in over 1100 cities and towns across India and will increase its coverage to

over 5000 cities and towns by the end of financial year 2005.

Within a short span of one year, RIMhas earned many accolades. RIMwas voted "India's

Most Trusted Telecom Brand" by AC Nielsen Survey for Brand Equity - The Economic

Times, 2003. The "Monsoon Hungama" of July 2003 set a world record in adding one

million mobile subscribers in just 10 days. Nearly 90 per cent of the handsets on RIM

network are data enabled with access to R World suite of hundreds of Java applications,

which is again very unique in the world.

With innovative pricing and attractive multimedia enabled handsets, RIM was

instrumental in making mobile phones affordable to common people and increasing India's

teledensity. Spurred by the innovative offerings from RIM, the total number of mobile

subscribers in India grew from 12 million in January 2003 to 37 million in June 2004, with

Reliance garnering market share of 22 per cent.

Reliance Infocomm's pan India wireless network runs onCDMA2000 1x technology,

which offers superior voice and data experience compared to other competing

technologies. CDMA 2000 1x utilises the scarce radio spectrum more efficiently, resulting

affordable mobile services. It also offer improved voice clarity, higher data speeds of up to

144 Kbps and seamless migration to new generation mobile technologies.

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Gone are the days when you were bound by a particular handset and a certain phone

number. You can now set yourself free with the new Get Started Kit from Reliance

IndiaMobile.

Now, you get to decide what handset you want and then choose a RIM phone

number.

From a wide array of Gen-Next CDMA handset, just select the handset that suits your

style and your budget. Lap it up with a RIMprepaid or postpaid number of your choice.

Use the PIN number given in the Get Started Kit card, follow the simple instructions given

on the card to activate your handset and get started.

You can become a prepaid or postpaid subscriber by using the appropriate Get Started Kit.

Reliance Infocom will offer a complete range of telecom services, covering mobile and

fixed line telephony including broadband, national and international long distance

services, data services and a wide range of value added services and applications that will

enhance productivity of enterprises and individuals.

Reliance India Mobile, the first of Infocom's initiatives was launched on December

28, 2002, the 70th birthday of the Reliance group founder, Shri. Dhirubhai H. Ambani.

This marks the beginning of Reliance's dream of ushering in a digital revolution in

India by becoming a major catalyst in improving quality of life and changing the face of

India. It aims to achieve this by putting the power of information and communication in

the hands of the people of India at affordable costs.

Reliance Infocom will extend its efforts beyond the traditional value chain to

develop and deploy telecom solutions for India's farmers, businesses, hospitals,

government and public sector organizations.

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COMPANY PROFILE

Company in business: 11 years.

Chairman & Managing Director: Mr. S. N. Nath, BE (Mech), MBA

Managing Director: Mr. S. K. Banerjee, BCHE, MBA, FIE Chartered Engineer, Memberof American Institute of Chemical Engineers, Life Member IICHE

Core business: Design, Manufacturing of Automatic Plant, Machinery, Sip Builder, HeatExchanger,Set Up Turnkey Project.

Associated Business:

Automobile

Automation of CNC Machine

Hotel

Developer & Promoter

Institution of Computer Software & HardwareBusiness Partner

M/S. Automation & Networks of ABB Group

M/S. Tata Tele Service Ltd.

M/S. Trinity InfoTech Pvt. Ltd.

Office Set up In IndiaKolkata, Bhubaneswar, Pune, Kota, Bokaro, Bhilai, Dadri & Jharsuguda

Total Staff Strength: 2815 (Including Superiors)

Turn Over:

Rs. 133.33 Crore

Rs. 124.87 Crore

Vision:

To employ addition 1000 staff by 2009

To certify the company with 14001 by 2008

To become a company of 300 crore by 2010

To do the business at oversees by 2010

SUR ENTERPRISE

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PLEXUS PROJECT PVT LTD.

COMPANY HIERARCHY

Managing Director Executive Director

Director Finance Manager Manager Manager Senior Tele salesBusiness Human- Operation Supervisor

Resource

Manager

Management Information System

Territory Manager 1 Territory manager 2

Executive- ManagementInformation System Group Manager Group Manager

Sales Officer Sales Officer

Executive- Collection Document DocumentExecutive Executive

Tele Sales Supervisor 1Tele Sales Supervisor 2

Tele Sales Supervisor 3Tele Sales Supervisor 4

Tele Sales Supervisor 5Tele TeleMarketing MarketingExecutive Executive Tele Tele

Marketing Marketing Tele Tele Tele Tele Executive Executive Marketing Marketing

Marketing Marketing Executive Executive Executive Executive

Tele Tele Marketing Marketing

Executive Executive

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The Roll Of Employee In The Concern

1. Managing Director :- Make strategy and take all the decision about the company

with help of Executive Director.

2. Executive Director :- Help the MD with relevant information to make any business

strategy and also take care to implement the strategy well.

3. Director In Finance:- This post is very important in the view of company.

Actually that particular post is the backbone of the company. A qualified and effective

person holds this post. He always tries how large should the company be and how fastshould it grows. He composition of the company assets and mix of the company financing.

He also analyzes, plan and control all its financial affairs.

4. Business Manager :- This person working under the Executive Director. His main

motive is to develop the companys business. For that reasons he arrange some meeting

with the existing and new client of the company and every day he collect the report from

his subordinators and submit its to the Executive director.

5. Human Resource Manager:- This person really play the big roll for the company.

His key responsibilities are select and recruit the right people for the right place, arranged

some training, measure the performance of every employee, make the report about it and

submit the report to the Executive Director. He also create a healthy atmosphere in the

organization.

6. Operation Manager:- Operation manager is work under the Executive Director.The

main function of this post is to operate the various work of a company.

7. Senior Telesales Supervisor :- Under the senior telesale supervisor there are five

telesales supervisor who supervise both the telesales supervisor and the telecaller.

8. Manager In Management Information System :- He work under the Director in

Finance. His main responsibility is to create the proper strategy for collecting the valuable

data which is too much essential for business growth in a company.

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9. Executive in Management Information System :- He work under theManager In

Management Information System. His main responsibility is to collect the data from the

executive collection and properly storage it.

10. Executive in Collection :- He work under the Executive in Management Information

System. His main responsibility is to collect the data from the customers and the others

sources.

11. Territory Manager: - He works under the Manager in Business. His main

responsibility is implement that decision which is made by Manager in Business and also

take a daily sales report from group managers.

12. Group Manager: -They work under theTerritory Managers. They properly divided

the target to the Sales Officers. Provided the market training to them.

13. Sales Officer:- Theywork under the Group Manager. They have some target. There

key responsibilities are direct marketing. That means sale the service to the customer

directly.

14. Document Executive :- To collect the various document from the customer.

15. Tele Sales Supervisor :- Five Tele Sales Supervisor working in here. They work

under the Senior Telesales Supervisor. Each Tele Sales Supervisor has responsible for the

job of two Tele Marketing Executive. There key responsibilities are supervise the job of

Tele Marketing Executives, provide training and also make call to the customer.

16. Tele Marketing Executive :- Ten Tele Marketing Executive in here. They random

call to the customers for knowing them about the services.

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PROJECT OBJECTIVE

As we doing our project in TATA TELESERVICES LTD (AIRTEL), so our main

aim is how to develop the sells, how to maintain the quality, how to give the maximum

service to the consumer.

I try to analyze the complex consumer behavior of AIRTEL and to introduce

aggressive marketing policy to increase the sales and customer relationship.

AIRTEL divide its customer in two segments one is corporate persons and another

is individual person. Now everything stands on corporate world. Corporate sector is the

gateway of every new product or services. Thats why AIRTEL also target the corporate

sector, by giving various types of offers and facility. Here we are doing project on

marketing of AIRTEL, though we have to fell the pulse of the corporate persons, becausethe corporate persons can give the proper prestige to AIRTEL. Doing discuss with the

corporate persons, we try to know what are the advantages and disadvantages of this

product. This is our main helping hand to improve AIRTEL.

The main objective of doing the project is how to help the company. Here we

doing the project on AIRTEL and our main work are what are the feelings about the

AIRTEL of corporate persons and individual person also.

This work will be doing by some methods. Firstly, I have to do corporate

perception analysis. I work on the corporate sector. After talking with the corporate

persons we become know that what they think about AIRTEL. On the basis of this

information we will perceive that on which position AIRTEL hold in the Tele Service

Industry.

Secondly we try know the brand positioning of AIRTEL.

Third works will analysis the corporate marketing policy of AIRTEL.

In the marketing world common people is the least marketing person because a

common people are believed to another common peoples opinion. There is a reason

behind this factor that is when a sales or marketing persons talk about his companys

product or services then people think that person has his own interest but this type of thing

is not happened when common people talking between them.

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In AIRTEL, we give so much importance to the individual persons also. In our

project the person think for a mobile or land line then we have to bind to think about

AIRTEL. When one person will be uses AIRTEL then the other person will think that the

person definitely get so much facility and benefit than the other tele services. Thats why

he using AIRTEL.

Corporate Perception Analysis

Perception is the source of ones knowledge of the world. One wants to know the

world and the surrounding environment. Knowledge is power. Without knowledge one

cannot act effectively. Perception is the main source of such knowledge. Perception can be

defined as the process of receiving, selecting, organizing, interpreting, checking and

reacting to sensory stimuli or data. Perception is not last what one sees whit the eyes. It is

a much more complex process by which an individual selectively absorbs or assimilating

the stimuli in the environment, cognitively organizes the perceived information is a

specific fashion and then interprets the information to make an assessment about what is

going on is ones environment.

Factors influencing the Perpetual Process

Several factors influence how we process the perpetual inputs and transform them

into outputs. People behave on the basis of what they perceive reality to be and not

necessarily as what reality is. Three influences on the concept of perception are described

below. These influences are:

The characteristics of the Perceiver.

The characteristics of the Perceived.

The characteristics of the Situation.

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These influences are shown diagrammatically as follows

Here we perceive the individual & corporate persons. Basically AIRTEL gives several

types of schemes for several segments. Now I have to know what type of people knit

about AIRTEL & which position will be hold by AIRTEL.

If I want to perceive the peoples doubt about AIRTEL, then I have to know firstly

that what are the schemes bring AIRTEL for the people. After that we can analyses the

perception of AIRTEL.

The scheme for individual persons:

An individual person can get a smart AIRTEL walky just paying Rs. 1000 & doing

a fell up a form. On the other hand, compare between AIRTEL and other tele services,

other tele services are very expensive. So it can be say that AIRTEL is cost effective.

People can get more talk time than the other phone. People can get a smart phone. There is

so much facility available in AIRTEL, which people cannot get in BSNL

phone. AIRTEL bring also mobile phone facility. People can get the landline absolutely

free with some selective mobile handsets. In every mobile set people can get six months

rental free. This kind of facility we cannot expect from the other Tele services.

Characteristics of the perceiver

Needs ValuesExperiences Attitude

Characteristics of the perceived

AppearanceCommunication Behavior

Characteristics of the Situation

Physical LocationSocial Setting

Organizational Setting

Perception

Overall Understandingof Perception

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TATA is a multi dimensional company, it makes car to software chassis to salt,

insurance to watch and another money things, which we are daily using. Mainly India

stands on the TATAs strong steel. TATA gives various services from various ways. In

every segment TATA is highly successful because for its quality. TATA is name of brand,

name of faith name of depend. This image is not making in a one day. Many of company

diversified their business because they scare about their current business. They have also a

brand & they using this brand to sell their current product or services. But TATA from its

first day not stands with its core business, which is steel. From very early period it gives

several item when have won identity. For an example TATA salt the first iodized salt.

Now in India salt means TATA salt. TATA is a leader in Indian business market from

steel to Jewellery. The current service of TATA is AIRTEL.

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What is Market Positioning?

A Service positioning is the way the service is defined by consumers on

important attributesthe place the service occupies in consumers minds relative to

competing services. Thus, Tide is positioned as a powerful, allpurpose family de-tergent;Era is positioned as a concentrated liquid stain remover; Cheer is positioned as the

detergent of all temperatures. Toyota Tercel and Suburu are positioned on economy,

Mercedes and Cadillac on luxury, and Porsche and BMW on performance.

Consumers are overloaded with information about products and services. They

cannot reevaluate products every time they make a buying decision. To simplify buying

decision making, consumers organize products into categoriesthey position products,

services, and companies in their minds. A products position is the complex set of

perceptions, impressions, and feelings that consumers hold for the product compared with

competing products. Consumers position products with or without the help of marketers.

But marketers do not wants to leave their products position to chance. They plan

Positions that will give their products the greatest advantage in selected target markets,

and they design marketing mixes to create these planned positions.

Product Differentiation. A company can differentiate its physical product. At one

extreme, some companies offer highly standardized products that allow little variation:

chicken, steel, aspirin. Yet even here, some meaningful differentiation is possible. For

example, Perdue claims that its branded chickens are betterfresher and more tenderand

gets a 10 percent price premium based on this differentiation.

Other companies offer products that can be highly differentiated, such as

automobiles commercial buildings, and furniture. Here the company faces an abundance

of design parameters. It can offer a variety of standard or optional features not provided by

competitors. Thus, Volvo provides new and better safety features; Delta Airlines offers

wider seating and free in-fight telephone use. Companies also can differentiate their

products on performance. Whirlpool designs its dishwasher to run more quietly; Procter &

Gamble formulates liquid Tide to get clothes cleaner. Style and design also can be

important differentiating factors. Thus, many car buyers pay a premium for Jaguar

automobiles because of their extraordinary look, even though Jaguar has sometimes had a

poor reliability record. Similarly, Companies can differentiate their products on such

attributes as consistency, durability, reliability, or repairability.

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Service Differentiation. In addition to differentiating its physical product, the firm

also can differentiate the services that accompany the product. Some company gain

competitive advantage through speedy, reliable, or careful delivery. Deluxe, the check

supply company, has built an impressive reputation for shipping out replacement checks

one day after receiving an orderwithout being late once in 12 years. Dominos Pizza

promises delivery in less than 30 minutes or takes $3 off the price.

Installation also can differentiate one company from another. IBM, for example, is

known for its quality installation service. It delivers all pieces of purchased equipment to

the site at one time rather than sending individual components to sit and wit for others to

arrive. And when asked to move equipment and install it in another location, IBM often

moves competitors equipment as well. Companies can further distinguish themselves

through theirrepair services. Many an automobile buyer would gladly pay a little more

and travel a little farther to buy a car from a dealer that provides top-notch repair service.

Some companies differentiate their offers by providing customertrainingservice.

Thus, General Electric not only sells and installs expensive X-ray equipment in hospitals,

but also trains the hospital employees who will use this equipment. Other companies offer

free or paid consultingservices data, information system, and advising services that

buyers need. For example, McKesson corporation, a major drug wholesaler, consults with

its 12,000 independent pharmacists to help them up accounting, inventory and computer

ordering systems. By helping its customer compete better, McKesson gains greater

customer loyalty and sales.

Companies may find many other ways to add value through differentiated services.

In fact, they can choose from a virtually unlimited number of specific services and benefits

through which to differentiate themselves from the competition.

Personal Differentiation. Companies can gain a strong competitive advantage

through hiring and training better people than their competitors do. Thus, Singapore

Airlines enjoys an excellent reputation largely because the grace of its flight attendants.

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McDonalds people are courteous, IBM people are professional and knowledgeable, and

Disney people are friendly and upbeat. The salesforces of such companies as Connecticut

General Life and Merck enjoy excellent reputations, which set their companies apart from

competitors. Wal-Mart has differentiated its superstores by employing people greeters

who welcome shoppers, give advice on where to find items, mark merchandise brought

back for returns or exchanges, and give gifts to children.

Personnel differentiation requires that a company select its customer-contact

people carefully and train them well. These personnel must be competent they must

possess the required skills and knowledge. They need to be courteous, friendly, and

respectful. They must serve customers with consistency and accuracy. And they must

make an effort to understand customers, to communicate clearly with them, and to respond

quickly to customer requests and problems.

Image Differentiation. Even when competing offers look the same, buyers may

perceive a difference based on company or brand images. Thus, companies work to

establish images that differentiate them from competitors. A company or brand image

should convey a singular and distinctive message that communicates the products major

benefits and positioning. Developing a strong and distinctive images calls for creativity

and hard work. A company cannot implant an image in the publics mind overnight using

only a few advertisements. If IBM means service, this image must be supported by

everything the company says and does.

Symbols can provide strong company or brand recognition and image

differentiation. Companies design signs and logos that provide instant recognition. They

associate themselves with objects or characters that symbolize quality or other attributes,

such as the Harris Bank lion, the Apple Computer apple, the prudential rock, or the

Pillsbury doughboy. The company might build a brand around some famous person, as

with perfumes such as Passion (Elizabeth Taylor) and Uninhibited (Cher). Some

companies even become associated with colors, such as IBM (blue) or Campbell (red and

white).

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The chosen symbols must be communicated through advertising that conveys the

company or brands personality. The ads attempt to establish a storyline, a mood, a

performance level something distinctive about the company or brand. The atmosphere of

the physical space in which the organization produces or delivers its products and services

can be another powerful image generator. Hyatt hotels have become known for their

atrium lobbies and Victoria Station restaurants for their boxcars. Thus, a bank that wants

to distinguish itself as the friendly bank must choose the right building and interior

design, layout, colors, materials, and furnishings to reflect these qualities.

A company also can be create an image through the types of events it sponsors.

Perrier, the bottled water company, became known by laying out exercise tracks and

sponsoring health sports events. Other organizations, such as AT&T and IBM, have

identified themselves closely with cultural events, such as symphony performances and art

exhibits. Still other organizations support popular causes. For example, Heinz gives

money to hospitals and Quaker gives food to the homeless.

Selecting the Right Competitive Advantages

Suppose a company is fortunate enough to discover several potential competitive

advantages. It now must choose the ones upon which it will build its positioning strategy.

It must decide howmany differences to promote and whichones.

AIRTEL formulate a very good market positioning strategy of their brand

AIRTEL and properly implement the strategy

Corporate Marketing Policy

In corporate sector AIRTEL provide various facility to get the AIRTEL Walky . Some

selective company and their employee can get the phone without pay any money. They

have only pay the installation charge Rs 800 which will be attached with their next month

bill and the rental plan started from Rs 240 only. So its really affordable for anyone.

There are some the list of the company which AIRTEL give some facility. The list of

these company are given below.

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Company List

SrNo

Company Name Sr No.

Company Name

1 Peerless Group 44 Airport Authority Of India

2 General Finance 45 APEEJAY GROUP3 Housing 46 The Park Hotels

4 Hotels 47 Apeejay Finance

5 Hospital 48 Apeejay Tea

6 ICI Explosive 49 Apeejay shipping

7 Exide 50 Apeejay Securities

8 Graphite India 51 Apeejay Corporate

9 Vijay Bank (Regional Office) 52 Apeejay School

10 PRAXAIR 53 Oxford Book Shop

11 Space Circle 54 Flurys

12 Polar pharma 55 Hindustan Lever Ltd13 Akashbani 56 Wockhardt Ltd

14 Orient Fans 57 DHL

15 Nicco Group 58 IFB Industries

16 United Bank Of India 59 Tata Net

17 LG 60 GE Countrywide

18 Onida 61 ING Vysya

19 Paharpur Cooling Towers 62 American Express

20 Glaxo Smithkline 63 OTIS Elevator company (India) Ltd

21 Nicholas Piramal 64 Kodak India Ltd

22 TVS 65 VCK (Shares & Stock Broking Service Ltd)

23 Rosch Diagnostics 66 Oriental Insurance

24 ITC LTD. 67 TI Cycles

25 ITC Corporate 68 Federal Bank (Regional Office)

26 ITC Hotels 69 Oriental Bank Of Commerce

27 ITC Infotech 70 Ruby General Hospital

28 ITC Paper & Packaging 71 GE Capital

29 ITD 72 MACMET

30 ITLD 73 Ashok Leyland

31 Travel House 74 ACC

32 ITC Branch 75 India Customs

33 WILLS SPORTS 76 Blue star 34 IBD AQUA 77 UCO Bank

35 Investments Subsidiaries 78 Central Bank

36 Green Acres 79 ONGC

37 Surya Nepal Tobacco 80 Kotak Bank

38 Alsthom Power / G E C Alsthom 81 HDFC Bank

39 Centurion Bank Ltd 82 HDFC Limited

40 Pepsico India Holding Ltd 83 HDFC Standard Life

41 Videsh Sancher Nigam Ltd 84 HDFC Life Insurance

42 Tata Infotech 85 HBL Global

43 Lloyds Insulation 86 Cadila

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87 Dr. Reddys Lab 137 Heinz India Pvt Ltd88 Goodyear India 138 Dabur India

89 Godrej & Boyee Manufacturing Ltd 139 Ambuja Cement Eastern Ltd

90 Godrej Agrovet Ltd 140 Bengal Ambuja Housing Devp. Ltd.

91 Godrej Industries Ltd 141 GGL Hotels & Resorts Co. Ltd.

92 Eureka Forbes 142 Ganapati Parks Ltd.

93 Nestle India 143 Bengal Ambuja Metro Devp. Ltd.

94 Black Diamond Beverages Pvt Ltd 144 The Ffort Holiday Klub

95 Tata Honeywell 145 The Conclave

96 Tata International Ltd 146 The Ffort Radisson

97 Shoppers Stop Ltd 147 RKBK Ltd.98 Kankaria Group 148 Park Hospitals

99 Ambica Multi Fibers 149 ETV Bangla

100 Aukland Jute Mills 150 WEBLE

101 Tin Plate Company 151 BOC

102 Stewards & Lyods 152 Development Credit Bank

103 Whirlpool 153 Union Bank Of India

104 RBI 154 Air India

105 The Statesman 155 Goodlas Nerolac Ltd

106 ABB Ltd 156 ESAB

107 HPCL 157 Telco

108 ABP 158 West Side

109 Federal Bank 159 Taj Bengal

110 Xerox 160 Tata Chemicals

111 Pantaloon 161 Allahabad Bank

112 Seimens 162 Electrosteel casting Ltd

113 BHEL 163 Bata India Ltd

114 Kothari 164 Ondeo Nelco (l) Ltd

115 Woodlands 165 Cromtom Greaves Ltd

116 Pidilite 166 Zee Telefilms

117 Golden Park 167 Zee interactive

118 MCCPTA 168 Asian Sky Shop Services119 HHI 169 Siti Cable Network Ltd

120 Hyatt Regency Kolkata 170 Zee Ntework

121 Simplex Engineering 171 Balsara

122 Blue dart 172 Usha Martin

123 ICICI Bank 173 Srei International Finance Ltd

124 ICICI Prudential Life Insurance 174 Patton Ltd

125 ICICI Securities 175 B.M. Birla Heart Research Center

126 ICICI Lombard General Insurance 176 UTI Bank

127 Merlin Group 177 Magma Group

128 Colgate Palmolive 178 Johnson & Johnson

129 Castrol India Ltd 179 Apollo Gleneagles

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130 Haldia Petro Chemical 180 Belle Vue Clinic

131 Aircon India 181 CMRI

132 State Trading Corporation 182 Oberoi Grand

133 Vesuvius 183 Globsyn Technologies

134 TIL 184 Union Bank Of India

135 Simplex Concrete Pipes 185 Indian Airlines136 Coca Cola 186 Amul Sagar

SrNo

Company Name Sr No.

Company Name

187 Torrent Pharma 233 Punjab National Bank

188 Asian Paints 234 NIIT

189 Sun Pharmaceuticals 235 NABARD

190 Shaw Wallace 236 Philips India Ltd

191 United India Insurance 237 Lighting

192 Tata Aig General Insurance Ltd 238 Consumer Durables

193 Tata TD Waterhouse Security Pvt Ltd 239 Domestic Appliances

194 Tata Share Registry Ltd 240 F&F

195 TRF Ltd 241 WPP Group

196 Tata Metaliks 242 J. Walter Thompson

197 Tayo Rolls Ltd 243 Mind Share

198 Tata Pigment Ltd 244 O&M

199 Tata TD Waterhouse Asset Mgmt Ltd 245 Bates

200 Tata Internet Services Ltd 246 IMRB201 Telcon Ltd 247 Contract

202 Tata Elxsi Ltd 248 Rediffusion

203 Tata B.P. Solar India Ltd 249 Pratidin Prakashini

204 Tata Sponge Iron Ltd 250 TNT Worldwide

205 Metaljunction.com Pvt Ltd 251 ABN Amro Bank

206 Hindustan Times 252 M.N Dastur

207 Standard Chartered Bank 253 Medicare

208 IDBI Group 254 Karvy consultants

209 HSBC 255 McDowell & co.

210 Citi Bank 256 Central Warehousing

211 Citi Finance 257 Tata Steel

212 Citi Corporation 258 Tata Ryerson Ltd

213 E-Serve 259 Voltas Ltd

214 British Council 260 New India Assurance

215 Tea Board 261 Emami Group

216 India Today 262 Kolkata Port Trust

217 GKB Optics 263 IBP

218 Williamson Magor 264 BPCL

219 Bab Cock Borsing 265 Sahara India Pariwar

220 Mcnally Bharat 266 Sahara India Financial Corporation

221 Moran Tea 267 Sahara India Mass Communication222 Flenders 268 Sahara Hospitality

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223 Eveready Industries 269 Sahara India Commercial Corporation

224 AG Group 270 Amby Valley Lake city Ltd

225 AG School 271 Sahara Net

226 SG Hospital 272 WBIL Ltd

227 AG Church 273 Modi Group Of Companies

228 L&T Infotech Ltd 274 Modi Revlon229 L&T John Deere Pvt Ltd 275 Modi Care

230 L&T ECC Division 276 National Insurance

231 Coal India 277 DVC

232 LIC Of India 278 IBP-Camac Street

279 Oil India 309 CESC Ltd280 GRSE 310 RPG Life Sciences281 Steel Authority of India 311 Aditya Birla282 FCI 312 Grasim industries283 IBM

313 Birla Management services Ltd284 M.P. Birla Eye Clinic 314 INDAL

288 TCG 315 HGI Industries

289 South Eastern Railways 316 Essel Mining & Industries Ltd

290 CATS 317 Indo Gulf Corporation

291 WIPRO 318 Global Export Marketing

292 IOCL 319 Indian Rayon

293 IL & FS 320 Manjushree Plantation

294 HCL Infosystems 321 Kesoram Industries

295 Chembiotek 322 National Industries Ltd

296 Himalayan Drugs 323 Orient Paper & Industries Ltd

297 RPG 324 Hindustan Motors Ltd298 Music world 325 Birla Eastern ltd

299 Seregama 326 Birla Corporation Ltd

300 RPG Netcom 327 VXL Technologies

301 Dena 328 Texmaco

302 Ceat Ltd 329 Jaysherr Tea

303 Phillips Carbon Black 330 Orient Fans

304 Balmer Lawrie 331 Birla Tyres

305 RS Software (India) Ltd 332 State Bank Of India

306 Satyam Infoway 333 Lafarge Cement

307 Skytech Solutions 334 TCS Ltd308 CMC

25

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METHODOLOGY ADOPTED

DATA COLLECTION:

Data collection is an elaborate process in which the researcher makes a planned

search for all relevant data . Data is the foundation of all marketing research. It is the raw

materials with which a market research functions. A few aspect of data, data sources and

method of collecting the data are described in the succeeding pages. There after, sampling

is discussed in detail, as it is an integral part of the data collecting process.

Primary and secondary Data:

Data, or facts, may be obtained from several sources. Data can be classified as

primary data and secondary data. Primary data is data gathered for the first time by the

researcher; secondary data is data borrowed by the researcher from secondary sources.

Secondary data can be internal or external.

Secondary Data:

Secondary data whether internal or external is the data already collected by others,

for purposes other than of the solution of the problem at hand. The researchers must

thoroughly search secondary data sources before commissioning any efforts for collecting

primary data. There are many advantages in searching for and analyzing secondary data

before attempting the collecting of primary data. In many cases, the secondary data itself

may be sufficient to solve the problem. Usually, the cost of searching for secondary data is

much lower than the cost of organization primary data. Moreover, secondary data has

several supplementary uses. It also helps plan the collection of secondary data, if primary

data becomes necessary.

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Sources of Secondary Data:

In most firms, secondary data (internal) of enormous magnitude is often available.

Sales records constitute by far the most important part of the secondary data of marketing

which the researchers uses extensively. Since the data is available, the researcher gets it

will very little effort, time and money. Only when both internal and external secondary

data is insufficient for the purpose of the given marketing research job , an effort needs to

be lunched for collection data.

In addition to sales records, publications of a wide variety provide a good deal of

external secondary data on any subject. Newspaper, magazines, technical journals, trade

publications, directories, government publications, committee reports, reference books,

balance sheets of companies and research reports by various agencies are sources of

external secondary data. Secondary data can also be purchase in different cases from

commercial marketing research services. In addition to these traditional sources of

secondary data, in modern days more and more sources of secondary data are becoming

available. A couple of them are discussing below.

Yellow pages / stand alone directories. Today, yellow pages in telephone

directories and stand alone yellow pages directories have become an established sources

of information for business firms. In fact, a yellow pages directory has become a good

database in its own right. Tata press lunched a stand alone yellow pages directory for

Bombay city. New horizons, a joint venture between the Living media group of

publications and Singapore Telecom, has published stand alone directories for specific

business. Business India Database of The Business India group of publications has come

out with its Delhi business. Pages directory, sterling computers is trying up with General

Telephone Directories of the UK to publish a stand- alone yellow pages directory, sterling

Yellow pages. In sort, the Yellow pages as a category is emerging as a good secondary

data source.

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Industrial Product Finder. For 20 years now the monthly magazine Industrial

product Finder (IPF) has been providing useful information to Indian industry about new

products, new materials and services what is available and from whom. IPF details the

many applications of a given new service. Almost every service industries ensure that

descriptions of their services are published in IPF before the said service hits the market.

Evidently, the IPF could serve as a source of secondary data to market researchers.

Data Through Telephone. Agencies providing tele-data services have also emerged

in cities in recent times. Melior communications for example, offers a tele MR service.

Essential data on a number of subjects/ products can be had through a telephone call to the

agency. The service is termed Tell me- Business through phone. It not only brings

buyers and sellers of products together but also provides data bank support to researchers.

Primary Data:

We shall now move on to a discussion on primary data. As mention easier

primary data is original data collected by the researcher first hand. If secondary data is

found to be inadequate , the researchers goes for primary data. First, he decides the

extent of primary data to be collected. Then he identifies the right data source. He also

chooses the right approach to research procedure for getting the data. Primary data can be

collected through observational studies , market surveys or experiments.

Collection of primary Data:

Collection of primary data is a task demanding technical expertise. The provider

or the source of primary data is termed respondent. A respondent may be give

information passively or actively. When is information is gathered through mere

observation of the respondents behavior , he is said to provide information passively.

When he gives information through a written or spoken response , he is said to provide

information actively.

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Scaling Techniques for Measuring Data Gathered from Respondents:

Measurability of data gathered from respondents is an important requirement of

any research study. Measurement may be easy , if the answers are totally based on

quantitative data. But in many marketing situations the responses sought from respondents

are qualitative in nature , relating to perceptions , felling , likes and dislikes ,

inclinations and preferences. Scaling is a technique use for measuring such qualitative

responses. The essence of this technique is that by the use of scaled answers or scaled

responses , qualitative information gets recorded in a quantifiable and measurable from.

The respondent provided with a range of answers from which he can select his response.

Main Type of Scales :

There are five types of scales

Normal scale

Ordinal scale

Interval scale

Ratio scale

Attitude Measurement Techniques / Attitude scales

Each of them is briefly described below.

.

Nominal Scale:

In nominal scale , numbers are assigned for facilitating identification. The nominal

scales are just numerical and are the least restrictive of all scale. The numbers serve

only as levels for identifying the object , the event or individual. Credit card numbers,

bank account number and employee identity numbers are instances of nominal scales.

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Ordinal Scale:

These scales order or rank the items according to some attributes. For example , if

there are five different brands of toilet shops and if a respondent ranks them based on

say , freshness into rank I having maximum freshness , rank 2 the second maximum

freshness , and so on , an ordinal scale results. Instead of numbers , letter or symbols too

can be use to constitute an ordinal scale. If there are four different lots of rice and if

they are ordered on the basis of quality as grade A , grade B , grade C ,grade E , grade D ,

it is again an ordinal scale.

Internal Scale:

An interval scale has an arbitrary zero point with further numbers are placed at

equal intervals. A thermometer is a good example of an interval scale.

Ratio Scale :

A ratio scale has a natural zero point ; and further number are placed at equally

appearing intervals. Numerous scales used in physical sciences , like scales for

measuring length , weight , etc, are examples of ratio scales.

Attitude Scales / Attitude Measurement Techniques:

The attitude scale deals more with psychological measurement. The most

commonly used attitude scales are:

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Paired comparisons

The semantic differential

The Thurstone cale

The Likert scale

The q-sort technique

Multidimensional scaling

Paired comparisons. Paired comparisons is a type of questioning where the

respondent asked to choose his answer from among two alternatives. Attributes to be

tested as well as every possible pair combination are listed out in the questionnaire and

from each pair of alternatives the respondent makes his choice.

The semantic differential. The semantic differential developed by Osgood and

his associates probes into the intensity and content of a respondents attitude towards,

say , a companys image or a brands image. The evaluation is made using a scale of

objectives which are polar opposites , ranging from one extreme position to the

opposite extreme , separated by seven equal intervals.

The Thurston scale. The Thurston scale or the method of equally appearing

intervals is an attempt to provide a ratio scale. The researcher first assembles a large

number of statements , say 150 to 200 statements , about the attitude under study.

Several judges are then asked to classify these statements independently into eleven

piles ,ringing from extremely negative to extremely positive. The

sixth pile is to represent the neutral point. A final selection of 20-25 items is made

based on those statements whose dispersion among the judges is relatively small. These

statements are finally presented to respondents who are asked to check those statements

they agree with.

The Likert scale: The Likert scale or the method of summated rating is a five-point scale ranging from strong agreement to disagreement. In this method , a judging

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group is not involved. The respondent is given a statement about a topic and he records

the degree of his agreement or disagreement with the statement.

The Q-sort technique. The Q-sort technique is an attempt to classify subjects in

terms of their similarity to the attribute under study. It start s like the Thurston scale ,

then departs from it. The respondent is given a large no of statements / items. He has to

place them in eleven piles ranging from most favorable to least favorable, based on the

degree of his agreement to disagreement with the items. The respondent has to place a

pre-assigned number in each pile. Each pile is given a score value and the idea is to

find out the degree of similarity among respondents over the various items analyzed.

Multidimensional scaling. The attitude scales discussed above are uni-

dimensonal scales. They measure attitudes along a ingle dimension. A persons decision

to by a particular product may be the outcome of a variety of stimuli- the product

features , the company image , the advertising message , etc. various technique have

been developed to scale and measure multidimensional stimuli. Grouped under the broad

term of multidimensional scale(MDS) , these techniques have helped improve

enormously the precision of psychological scaling. MDS techniques are now finding

increasing applications in a variety of marketing research situations. We shall deal with

MDS techniques in some more detail in the section on specialized techniques of

marketing Research.

SAMPLING :

In many marketing research projects , making a senses study of the entire

universe will be impossible on account of limitations of time and money. Hence ,

sampling becomes inevitable.

Sampling is used to collect primary data when the sources of dada are far too many to be

exhaustively handled. Sampling is an integral part of the data collection process. In view

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of the importance of sampling of the data collection process , we shall be discussing the

subject at length. Obviously , a sample is only a portion of the universe or population.

The success of sampling depends on the extent to which the characteristics of the sample

truly represent those of the universe.

According to Yule , a famous statistician , the object of sampling is to get

maximum information about the parent population with minimum effort. Often , people

who are not familiar with the scientific basic of sampling have an impression that data

collected through sampling is less reliable than data generated by exhaustively covering

the entire population. The impression is erroneous. Properly done, sampling produces

representative data on the entire population.

Advantages of Sampling :

Sampling saves cost and time. It enable collection of information that is OK for

the given purpose at lesser cost and time. It enable better supervision of the information

gathering task and better representation of the data. It also ensure the required degree of

precision.

Terms Commonly Used in Sampling:

Before we go into further details relating to sampling , it is essential for us to

understand certain terms that are commonly used in relation to statistical sampling.

Population or universe. In sampling and market research , the term population

or universe means the aggregate of all elements that are relevant to the scope of the

problem under study. All of them possess the characteristics under investigation. As

such , all of them are sources of relevant data as far as the researcher is concerned. The

population is always specific to the study on hand and the characteristics underinvestigation. For example, if a study is undertaken to find out the fertilizer buying habits

of small farmers owning less than half an hectare of land, in the district of Meerut , all

farmers in the district of Meerut owning less than half an hectare of land will be the

population for the study.

When researcher defines the characteristics under investigation, automatically , it

delimits the population. Population need not necessarily mean living persons , it may

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denote non-living objects like companies , house and events. population is also referred

as to universes.

Sample. Sample is a part of the population or universe.

Parameter. It is a value or a statement that explains a true characteristic of an

entire population. It is the value that would be obtained if the entire population were

covered in the measurement. In the example , cited above , of small farmers , suppose the

entire population was surveyed and it was found that the quantity of fertilizers purchased

by them fell in the range of 2 to 6 bags of fertilizer per year , the statement that small

farmers in Meerut bought fertilizers in range of 2 to 6 bags per annum , is a parameter.

Statistic. It is a value of a characteristic obtained from a sample of the population.

It merely provides an estimate of what would be the populations parameter with regard

to the specified characteristic. Normally , the statistic will vary somewhat for the

parameter , due to errors associated with sampling.

Suppose in the above cited example , a 10 present sample of farmers was surveyed

and it was found that the quantity of the fertilizers purchased by them fell in the range

of 3 to 5 bags , then this value would be a statistic.

Precision. It is the degree of closeness between statistic and parameter. Precision is

the direct outcome of the two quantities of a sample : 1) its representative ness , and 2)

its stability. Representative ness denotes to what extent the sample is close to the

population. The sampling method is supposed to ensure that the sample is fairly accurate

cross section of the population. Stability of the sample is related to sample size

operation of the population included. Representative ness and stability of a sample

together decide the precision of the sampling.

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Confidence limits. If a researcher wants to be 100 percent confident of the results

, he will have to survey the entire population since results from a sample can not ensure

100 per sent confidence.

Some degree of error is bound to be there in sampling. Some deviation from the

population parameter is also probable. One has to find out how accurate the sample

finding is. One takes the question- what are the confidence limit ? this has to be

expressed in term of : (a) a margin of sampling error- the confidence interval , and (b) the

probability of a parameter lying within that range of error - the confidence level.

Developing the sample Design :

The following are the basic components of a sample design :

choosing the sample unit ( who are to be surveyed)

choosing the sample size ( how many to be surveyed)

choosing the sample procedure ( how to ensure that those who are to be interrogated

are included in the sample.

choosing the media (how to reach respondents in the sample through interview ,

personal interview , or telephone interview.

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Sampling Method :

Different methods can be employed to select the sample unites. These method

termed as sampling methods , fall under two broad categories :

Probability / Random Sampling :

In probability sampling methods , the sample unites are selected at random. At

random should not be understood as haphazard or arbitrary selection. Experience has

shown that when sample are close in an arbitrary manner , they are baised deliberately ;

but often they are unware that they are baised. Random sampling follows a precisely

specified system where there is no scope for any baised section of sample units.

Randomness ensure that the selection of unites take place by sheer chance. It means that

every member of the population has equal chance of being selected

Non-probability /non-Random sampling:

In non-probability sampling methods , sample unites are selected in a non-random

manner. The selection may be opportunistic or purposive; it may be based on

convenience or the judgment of the researchers; the choice is deliberate , not random.

As a general observation , it can be stated that probability sampling methods are more

scientific and capable of yielding more representative samples than non-probability

sampling methods. They are more scientific because in their case , the sample error can be

estimated mathematically. However , non-probability methods too are used extensively

despite the fact that they lack the precision of probability sampling.

Different Methods of Probability sampling :

There are many methods of probability sampling. The commonly used methods

are as follows :

Stratified sampling

Area sampling

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Individual Questionnaires

(1). Name Of The Person: -

(2). Address: -

(3). Contact No.: -

(4). Occupation: -

(i). Govt. Employ: -

(ii). Retired Govt. Employ: -

(iii). From Private Sector: -

(iv). Self-Employed: -

(v). Others: -

(5). Income Potential

(i). 50k and above p.a.

(ii). 100 k and above p.a.

(iii). 200 k and above p.a.

(iv). Below 50 k p.a.

(6). Do you use any Telephone service?

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YES / NO.

If YES go to (7), if NO go to (6A).

(6A).Can you kindlytell mewhat are the basic reasons for not using phone?

(i).

(ii). ...

(iii). ..

(7). Which Phone do you use?

(i). AIRTEL

(ii). BSNL

(iii). Reliance

If the answer is (i). go to 8 and If others go to (7A).

(7A).Can you kindlytell mewhat are the basic reasons for not using our

product /service?

(i).

(ii). ...

(iii). ..

(iv). ..

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(8). Please comment on following competitive positioning of our companys

product---

(i).Service Facility

AIRTEL

RELIANCE

BSNL

(ii). Network Coverage

AIRTEL

Very Good Good Poor Very Poor

Very Good Good Poor Very Poor

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RELIANCE

BSNL

(iii).Brand Equity

AIRTEL

REIANCEL

BSNL

(iv). Cost

AIRTEL

REIANCEL

BSNL

(9). Please suggest

to improve our service --

Very Good Good Poor Very Poor

Very Good Good Poor Very Poor

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(i). .

(ii). .

(iii). .

Corporate Questionnaires

(1). Name Of The Organization: -

(2). Address: -

(3). Contact Person: -

(4). Phone No./ Mobile No.: -

(5). E- mail Address: -

(6). Do you use AIRTEL for your business purpose?

YES / NO.

If YES go to (7), if NO go to (6A).

(6A).Can you kindlytell mewhat are the basic reasons for not using ourproduct /service?

(i).

(ii). ...

(iii). ..

(iv). ..

(6B). Can you suggest some points by which we can upgrade our acceptability?

(i). .

(ii). .

(iii). .

(iv). .

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(7). Have you any point of time used the services of Reliance/ BSNL?

YES/ NO.

If YES go to (8), if NO go to (7A).

(7A). What are the elements you feel, we should avoid to give better service?

(i).

(ii).

(iii).

(8). Please comment on following competitive positioning of our companysproduct---

(i).Product Category

Very Good Good Poor Very Poor

AIRTEL

RELIANCE

BSNL

(ii). Network Coverage

Very Good Good Poor Very Poor

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AIRTEL

RELIANCE

BSNL

(iii). Brand Equity

AIRTEL

REIANCEL

BSNL

(iv). Cost

AIRTEL

REIANCEL

BSNL

Very Good Good Poor Very Poor

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(9). Please suggest

to improve ourservice --

(i).

.

(ii). .

(iii). .

ANALYSIS

INTRODUCTION :-

Whether it is a product or service, unless it satisfies customer needs, it is unlikely

to succeed in todays competitive market place. Most companies believe that only quality

goods and services can satisfy the customer . This realization has led to almost all

companies putting in quality control systems and procedures . The 80s, was the decade

of quality, but if any one want to survive in the market place in the decade of 90s,

customer satisfaction is the buzzword. As competition host up, strategies that focused on

quality will evolve into strategies designed to satisfy the customer. Organizations arerealizing that key to long term sustainable profitability is to have a loyal customer one

who would recommend the manufacturers products and services to others and who would

consume more of the manufacturers products and services .This will happen only when

the customer experience the value system. The only way an organization can offer value

to customers is by identifying and meeting customer needs and expectations, and

designing the products according to customer requirements. In the following section we

are discussing the various result of the customer satisfaction.

Very Good Good Poor Very Poor Very Good Good Poor Very Poor

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

CUSTOMERS EXPERIENCE VALUE

Customer is the king especially in the Service Industry. ! Alas this still remains a

slogan of the Indian industry. Many companies sill now ignoring the consumers

attitude towards their products in Indian. Indeed understanding consumer attitude towards

their services is in a state of infancy level in India. Conceptually, the objective of the

companies is not so much to satisfy but to satisfies [ Simon 1959] consumer needs by

standardizing product to ensure commercial viability. The essence of Simons argument

is that consumers do not attempt to optimize their level of satisfaction but settle for

products and services which generally meet with their requirements within a

range.AIRTEL has launched certain promotional schemes for their customers as well

as for their DSA also.For example it has tried to penetrate the market by introducing

AIRTEL with different offers. For example AIRTEL offered to the customers,

purchase a mobile sat and get a land line connection free.

45

46

WHAT DO CUSTOMERS PURCHASING REACTION ?

CUSTOMER IS

SATISFIED WITH

THE

SERVICE OFFERED

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We are living in a turbulent environment . All constituents of the environments VIZ.

competitive, regulatory , technological , and social are changing rapidly influencing

consumers attitude directly and indirectly. The net result is that consumers needs are

ever changing significantly , making the consumer feel dissatisfied with the existing

services.

Companies which sincerely try to meet consumers needs have a greater

challenge on hand. This is not only because they have to try to satisfy or at least satisfies

the consumer in an increasingly competitive world , but more importantly they have to

constantly change the intrinsic and extrinsic features of their products. Dynamism in

consumer needs may lead to fall in demand over a period of time even for service

whose feature match with what is required. by consumers today.

Therefore knowing consumers attitude towards the service is the key

perspective of a successful firm because consumers dissatisfaction opens up plenty of

opportunities to the organization like :

to modify existing service range disregarding their size of operation.

to introduce totally new services.

to learn from the experiences of the competitors.

But what is consumers attitude ? and to what extent it is relevant to our

discussion in companys perspective ?

What is consumers attitude ?

As consumers, each of us has a vast number of attitude towards product,

services, advertisements direct mail and retailers . whatever we asked weather we like or

dislike the specific products , an appreciation of prevailing attitudes his considerable

merits.

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Attitudes are an expression of the inner felling that reflect whether a person is

favorably or unfavorably predisposed to some object[ e.g. a brand , a service or a retail

establishment] . Because they are an outcome of psychological process, attitudes are not

directly observable but must be inferred from what people say or what they do . it can be

revealed by asking question , by observing physical reactions which has been expressed

in ones behavior .

This illustration suggest that whole universe of consumer behaviors -

consistency of purchases , recommendation to others , top ranking beliefs , evaluations

and intentions are all related attitude . in a customer behavior context an attitude is a

learned predisposition to behave in a consistently favorable or unfavorable way with

respect to a given object .

The word object in our consumer- oriented definition of attitude should be

interpreted broadly to include specific consumption or marketing related concepts

such as service , service category , brand ,possessions , service use , causes and issues ,

people , advertisement , price , medium or retailer.

There is a general agreement that attitude s are learned . this means that

attitude relevant to purchase behavior are formed as a result of direct experience

with the product , information acquired from others or exposure to mass media

advertising and various forms of direct marketing . it is important to remember that

while attitudes may result from behavior , they are not synonymous with behavior

instead , they reflect either a favorable or an unfavorable evaluation of the attitude

object . as learned predisposition , attitudes have a motivational quality , i.e. they might

propel consumer towards a particular behavior or repel the consumers away from a

particular behavior .

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Key characteristics of the attitude is that are relatively consistent with the

behavior they reflect . however , despite their consistency , attitudes are not

necessarily permanent , they do change .

It is not immediately evident from the given definition that attitudes occur

within and are affected by the situation .By situation we man events or circumstances

that a particular point in time , influence the relationship between an attitude and

behavior . a specific situation can cause customers to behave in ways seemingly

inconsistent with their attitude . indeed, individuals can have a variety of attitudes

towards a particular behavior , each corresponding to a particular situations . Therefore

it is important.

To understand how customer behavior very from situation to situation . when

attitude is measured , it is important to understand the situation in which the takes

place .

To measure the complex consumer behavior, we have prepare a set of

questionnaires for corporate segment and individual segment and for different income

groups [H.I.G, M.I.G, L.I.G.] their consumption pattern & also influential factors . we

have selected two Martin Fishbein models (1) the attitude towards -object model

and (2) the attitude towards-behavior model to examine attitude in terms of

selected service attributes .

1). The Attitude-toward object Model :

This model is especially suitable for measuring attitudes towards a service

category on specific brands . Consumers generally have favorable attitude toward

those brands or service category they believe have an adequate level of attributes

which they evaluate positive and unfavorable attitude toward those brand and service

categories they fell do have adequate level of desired or have to many negative

attribute .

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The Fishbein attitude towards object model is usually depicted in the form of

following equation:-

n

Attitude 0 = bi ei

Where Attitude 0 is a separately assessed overall measure of affect for or

against the attitude object ; bi is the strength of the belief that the attitude objectcontains the i- th attribute ; ei is the evaluative dimension with the i-

The attribute ; and indicates that there are n salient attributes over which bi

and ei combinations are summated .

2) The Attitude towards- Behavior model:-

The focus of Fishbeins attitude toward behavior model is the individuals

attitude towards behaving or acting with respect to an object ( i.e. a measure of

overall favorability towards the purchase ) , rather than the attitude toward the object

itself. This model has been depicted by the following equation :-

Attitude ( beh ) = bjej

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Where ATTITUDE (beh) is a separately assessed overall measure of affected

for or against carrying out a specific action or behavior, bi is the strength of the

belief that an j-th specific action will ; leads to a specific outcomes ; ej is an

evaluation of the j-th outcome and indicates that there are n salient outcomes over

which the b and e combination are summated .

We measure the attitude towards the AIRTELs products in comparison

with the competitors brand so that we will able to compensate our faults in

respect of quality , product type , marketing strategy [ distribution system and sales

promotion activities ] .

ATTITUDE FORMATION OF INDIVIDUAL CONSUMERS:-

we speak of the formation of attitude , we refer to the shift from having no

attitude towards it. The formation of consumer attitude is strongly influenced by : (a)

personal experience , (b) the influence of the family and friends (c) mass media ,

and (d) direct marketing .

(a) Personal experience :- The primary mean by which attitudes towards goods and

services and formed is through the consumers direct experience in trying and

evaluation them . recognizing the importance of direct experiences , marketers

frequently attempt to stimulate trail of new services by offering cent-off coupons and

even free accessories .In the case of AIRTEL, the customer might be continue to use

AIRTEL only in case they get experienced certain level of satisfaction after

consuming the service.

(b) Influences of family and friends :- As we come into contacts with others ,

especially family , close friends and admired individuals , we form attitude that

influence our purchase decisions . Four basic functions provided by that family are

particularly relevant to information of the consumer attitude . (i).Economic well being.

(ii). Emotional support , (iii). Suitable family life style and (iv). Socialization of the

family member . In this regard , Emotional support , Family lifestyle play the

important role to form consumer attitude to particular object ; others two factor is not

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(i). Emotional support :- The provision of emotional nourishment [ including love,

affection , intimacy] to its members is an important basic function of the contemporary

family . In fulfilling this functions, the family provide support and encouragement

and assists member in coping with decision making and personal or social problem .

Therefore, in purchasing decision making process family plays the important function

.

(ii). Suitable family life style :- The family lifestyle is an hereditary factors and

dependent much on the familys economic viability and this makes important criteria

for purchasing decision-making process.

(c) Exposure to mass Media :- Consumers are constantly exposed to new ideas

services , options and advertisement through newspaper , variety of special interest

magazines and television channels . These mass media communication provide an

important source of information that influences the information of consumer attitudes

.

(D) Direct Marketing :- Marketers very carefully target the customs on the basis of

their demographic , or geo demographic profiles with highly personalized service

offerings and messages that show they understand their special needs and desires .

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ATTITUDE FORMATION OF CORPORATE CONSUMERS:-

The formation of corporate consumer attitude is strongly influenced by :

(a) past experience , (b) group decision (c) mass media , and (d) direct marketing

(a) past experience :- The primary mean by which attitudes towards goods and

services and formed is through the corporate consumers past experience in trying and

evaluation them . Recognizing the importance of past experiences , marketers frequently

attempt to stimulate trail of new services by new features , discount and even free

accessories .In the case of AIRTEL, the corporate customer might be continue to use

AIRTEL only in case they get experienced certain level of satisfaction after

consumin