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CHAPTER 1
INTRODUCTION OF THE STUDY
1.1 Introduction:
This report on Bharti Airtel through Image Cellular (Franchise of Airtel) is done to
find out certain objective regarding the strategic approach adopted by Airtel to stand
strongly in the competitive telecom market. Airtel marketing strategies about in case
of customer satisfaction analyses using various models like SWOT analysis this report
on Airtel not just give description about the company but it also talks about the
various marketing strategy adopted by the company. Marketing process analysis of
Airtel helps to find out the weak points of the company and, find out the way to
overcome this problem. The researcher is doing S.I.P. (Summer Internship Program)
in Image Cellular (Franchise of Airtel). The project aims to find out the efficiency of
this franchise on parameters like customer satisfaction, sales generated advertisement,
promotional activity, customer guideline services and employee retention etc.sales
representatives or foot on sales executives plays a very important role in increasing the
subscriber base. Now days it & communication is become leading business. To grow
this business most of the leading company making their efforts in order to attract more
sophisticated, valuable customers. Airtel is one of the leading companies in these
competitions. This project was conducted at Image Cellular at Wardha.The project
title is “A Study of Customer Satisfaction towards the Services provided by Image
Cellular”, Wardha. The duration of the project was two months from 1th June 2010 to
31 July 2010.
Researcher project work was to find out what individual customer thinks about the
Airtel. The basic objectives of the project were to find out Airtel penetration as well as
analyze & evaluate customer satisfaction level in individual sector from Wardha city.
The project was especially for;
(1)Airtel pre-paid Services.
(2)Airtel post-paid Services.
(3)Digital TV of Airtel.
(4) Net-connector of Airtel
1
The commercial year of Airtel product (service) launching in Wardha was Jan 2006 &
the Place was Image Cellular, Thakre Market Mahatma Gandhi Road, Wardha.
Researcher surveyed 100 individual customers. Report in detail prepared which is
available along with this. The scope of the project was restricted to Wardha city only.
1.2 Management Problem:
The management has given the entitled topic for study to know about the satisfaction
level of Airtel with reference to price, quality, availability and services offered by
Image Cellular, Wardha.
1.3 Research Problem:
Researcher conducted the study under the title as, “A study of Customer Satisfaction
towards the Services provided by Image Cellular”, Wardha.
1.4 Objectives of the Study:
1) To study the concept customer satisfaction.
2) To study the services offered by Image Cellular.
3) To find out customer satisfaction towards availability of product.
4) To find out customer satisfaction towards customer relationship centre/sales
executive/complaint resolved centre/market position.
5) Give suggestion to Image Cellular, to improve customer satisfaction, if
necessary.
1.5 Scope of the Study:
As per the objective researcher try to analyst to find out the customer view
towards Image Cellular that why for the research select the area covered by Image
Cellular in Wardha region. In this areavery large no. of customers of Airtel spread
over various areas. Researcher studied market in Wardha city. The customers from
various offices, industries were interviewed. Researcher surveyed 100 customers
& population size is 150 customers. Project include following services provided
from Airtel.
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1. Pre-paid services of Airtel.
2. Post-paid services Airtel.
3. Digital TV of Airtel.
4. Net-connector of Airtel.
As per the researcher task to find out the customer satisfaction at varies level of
the customer of Image Cellular. This franchise is situated at Wardha is a district
place that there for the area is so vast. For the research researcher was selected a
Wardha district region.
1.6 Importance of the Study:
In this study researcher had focused on satisfaction of individual customers of
Image Cellular, for which services/product is effective & expectation of customer
with respect to Image Cellular services.
Customer satisfaction is important consideration in improving quality of product
and services. Consumers were interviewed to ascertain to the demands of
consumers. The study is also helpful to know strategy should be employed by
Image Cellular to fulfill individual customer expectations. From this study it is
helpful to know present position of Image Cellular in the market.
1.7 Research Methodology:
Research methodology is a way to systematically sole the research problem. It
may be understood as a science of studying how researches scientifically. In it we
study the various steps that are generally adopted by a Researcher in studying his
research problem along with the logic behind them. It is necessary for the
Researcher to know not only the research methods/techniques but also the
methodology. Researchers not only need to know how to develop certain indices
or tests, how to calculate the mean, the mode, the median or the standard deviation
or chi square, how to apply particular research techniques, are relevant and which
are not, and what would they mean and indicate and why. Researchers also need to
understand the assumptions underlying various techniques and they need to know
the criteria by which they can decide that certain techniques and procedures will
be applicable to certain problem and other will not. All this means that it is
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necessary for the Researcher to design his methodology for his problem as the
same may differ from problem to problem.
In research the Researcher has to expose the research decisions to evaluation
before they are implemented. He has to specify very clearly and precisely what
decisions he selects and why he selects them so that other can evaluate them also.
From what has been stated above, we can say that research methodology has many
dimension and research methods do constitute a part of research methodology.
The scope of research methodology is wider than that of research methods. Thus,
when we talk of research methodology we not only talk of the research methods
but also consider the logic behind the methods we use in the context of our
research study and explain why we are using a particular method techniques and
why we not using others so that research result are capable of being evaluated by
the Researcher.
1.7.1 Data Required:
To conduct, researcher required data from two sources namely,
a) Primary Data Sources;
Following are the several methods of collection of primary data.
1) Observation method.
2) Experience.
3) Interviews.
4) Critical incidents.
5) Questionnaires.
6) Through schedules.
Researcher has collected primary data through Questionnaire. A well-structured
Questionnaire was used for the survey. According to the need the pattern of
Questionnaire was changed to make it more compatible with the objective of the
study. The Questionnaire was formed in such a way that it will be applicable for
the respondents. This survey also helped in understanding the expectations of the
customersfrom the company.
From primary sources the data required is about,
1. Planning & design of study.
2. Survey & data collection.
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3. Analysis of data & interpretation of results
b) Secondary Source;
Secondary data is the data which is already collected. The Researcher only uses that
type of data for their research purpose. There are some secondary data sources these
are as follows.
1) Internet.
2) Company document.
3) Newspaper.
4) Magazines.
5) Others.
1.7.2 Data Sources:
The researcher can gather secondary data, primary data, or both. Secondary
data are data were collected for another purpose & already exists
somewhere. Primary data are data gathered for specific purpose for a
specific research project. Researcher collected data from primary sources
and secondary sources.
1.7.3 Instrument Used For Data Collection:
For conducting the study researcher developed a customer’s Questionnaire,
observation & filled it while interviewing the customers.
a) Observation Method:
Under the observation method the information is sought by way of investigators own
direct observation without asking from the respondent. The main advantage of this
method is that subjective bias is eliminated, if observation is done accurately.
b) Questionnaire Method:
This Method of data collection is quite popular, particularly in case of big enquiries in
this method a questionnaire is provided to a person concerned with the request to
answer the question and return the questionnaire. A questionnaire consists of number
of printed or typed in definite form or set of forms.
Between these two methods best suited for research was questionnaire method. Since
in observation method only the effect can be observed while the case remains
5
unknown. More ever observation method requires special observational skill on the
part of the Researcher. Whereas through questionnaire asking to the people who are
thought to have the desired information collects data. Questionnaire is set of question
with some space for answer. The questionnaire for the report consists of open ended,
closed ended and ranking type of questions.
1.7.4 Sampling Design:
The researcher was designed taking into account three levels. At first level the focus
was to design a structured interview schedule for customers & get secondary data
from internet to decide market position of the Airtel product.
a) Sample unit: Researcher has selected for the survey 100 customers &
Population is 150 customers of the Image Cellular existing customers.
b) Sampling techniques: Researcher has used convenient sampling techniques.
1.8 Limitation of the Study:
The study is related to research objective and regarding as per the objective
Researcher want to find out the few result but in this case some limitation are there are
as follows.
1. At some time it’s not possible to face to face interview, but the solution for this
problem is the Researcheruses the indirect interview technique i.e. telephonic
interview, postal/mail interview.
2. It was tried to meet maximum possible customers to increase the accuracy.
However due to time and economical constraint more than 100 customers could not be
interviewed.
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CHAPTER 2
PROFILE OF THE ORGANISATION
2.1 Introduction to the Organization:
Image Cellular. Is mainly works for the Airtel communications, Image Cellularis
mainly the franchise of the Airtel. Image Cellular. Is a small part of the Airtel, it was
existed in Jan 2006 & the owner of the Franchise is Mr. Mohammad Saifee. The
owner is businessmen before this telecom business they have been doing work in
electronic sector but that time Airtel newly enter in Wardha & and give the
advertisement for the their franchise someone are interested to achieve this
opportunity but Mohammad Saifee proposed there application and as per the
Airtel/company acceptation the place is suitable. That why in this way they become an
owner of the franchise. The franchise doing work on following types of services
provide.
1) Aitel post-paid service.
2) Airtel Pre-paid service.
3) Airtel Digital TV service.
4) Airtel Net-Protector.
Because of all these types of work, Researcher could learn lots of things in the
franchise. Normally company’s annual turnover is 70 to 90 lakhs.
2.2 Brief History of Organization:
Bharti Airtel Limited formerly known as Bharti Tele-Ventures LTD (BTVL) is an
Indian company offering telecommunication services in 19 countries. It is the largest
cellular service provider in India, with more than 141 million subscriptions as of
August 2010. Bharti Airtel is the world's third largest, single-country mobile operator
and fifth largest telecom operator in the world with a subscriber base of over 180
million. It also offers fixed line services and broadband services. It offers its telecom
services under the Airtel brand and is headed by Sunil Bharti Mittal. Bharti Airtel is
the first Indian telecom service provider to achieve this Cisco Gold Certification. To
earn Gold Certification, Bharti Airtel had to meet rigorous standards for networking
competency, service, support and customer satisfaction set forth by Cisco. The
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company also provides land-line telephone services and broadband Internet access
(DSL) in over 96 cities in India. It also acts as a carrier for national and international
long distance communication services. The company has a submarine cable landing
station at Chennai, which connects the submarine cable connecting
Chennai and Singapore.
It is known for being the first mobile phone company in the world to outsource
everything except marketing and sales and finance. Its network (base stations,
microwave links, etc.) is maintained by Ericsson and Nokia Siemens Network,
business support by IBM and transmission towers by another company. Ericsson
agreed for the first time, to be paid by the minute for installation and maintenance of
their equipment rather than being paid up front. During the last financial year
(2009-10) Bharti has roped in a strategic partner Alcatel-Lucent to manage the
network infrastructure for the Telemedia Business.
The company is structured into four strategic business units Mobile, Telemedia,
Enterprise and Digital TV. The mobile business offers services in 18 countries across
the Indian Subcontinent and Africa. The Telemedia business provides broadband,
IPTV and telephone services in 89 Indian cities. The Digital TV business provides
Direct-to-Home TV services across India. The Enterprise business provides end-to-
end telecom solutions to corporate customers and national and international long
distance services to telcos.
Globally, Bharti Airtel is the 3rd largest in-country mobile operator by subscriber
base, behind China Mobile and China Unicom. In India, the company has a 30.7%
share of the wireless services market. In January 2010, company announced that
Manoj Kohli, Joint Managing Director and current Chief Executive Officer of Indian
and South Asian operations, will become the Chief Executive Officer of the
International Business Group from 1 April 2010. He will be overseeing Bharti's
overseas business. Current Dy. CEO, Sanjay Kapoor, will replace Manoj Kohli and
will be the CEO, effective from 1 April 2010.
As the Bharti Airtel decided that they form the as possible as channel across the india
that way they give to the authority to the private owner. The Mr. Mohammad Saifee to
getting a franchise of Airtel because of after that no one authorise franchise in Wardha
city so they are the first person in Wardha they get franchise.
8
Now a day the reliance idea and most of the market covered by BSNL so Mr. Saifee
accepts the challenge. And they always doing hard work & try to reach their
organization at top level in Wardha city. The Image Cellular firm is very small there
are only 11 member they were doing sincerely work.
2.3 Activities of Organization:
Researcher project work was to find out what corporate & individual customer think
about the Airtel as a brand. The basic objectives of the project were to find out Airtel
penetration as well as analyze & evaluate customer satisfaction level in corporate as
well as individual sector from Wardha city. As researcher objective related work was
going to conduct. The organizations conducted following activity in day to day routine
that are as follows.
To sales the all the available product/services of Airtel i.e. Airtel pre-paid,
post-paid. Airtel digital TV & Airtel net-connector.
Post-paid bill distributed/receivable service.
Handle the customer complaint.
Manage the sale promotion activity.
To convince the customer for their product/services.
To put on all record of customer as well as employee.
In this way the organization handle each and every activity which beneficial to
the organization.
2.3.1 Process of the Work:
All research begins with a question. Intellectual curiosity is often the foundation for
scholarly inquiry. Some questions are not testable. While the question might elicit
profound and thoughtful revelations, it clearly cannot be tested with an empirical
experiment. Prior to Descartes, this is precisely the kind of question that would engage
the minds of learned men. Their answers came from within. The modern scientific
method precludes asking questions that cannot be empirically tested. If the angels
cannot be observed or detected, the question is considered inappropriate for scholarly
research.
A paradigm is maintained as much by the process of formulating questions as it is by
the answers to those questions. By excluding certain types of questions, we limit the
9
scope of our thinking. This seemingly trivial question is at the heart of the
observer/observed dichotomy. It is the beginning of a new paradigm.
Defining the goals and objectives of a research project is one of the most important
steps in the research process. Clearly stated goals keep a research project focused. The
process of goal definition usually begins by writing down the broad and general goals
of the study. As the process continues, the goals become more clearly defined and the
research issues are narrowed.
First step in this department is target the customer, like.
1) Sales counter: in the franchise there is one small department they handle the all
activity i.e. related to sales of the franchise under product/services. For their sales
counter organization targeted all type of people they approach toward franchise.
Consumer: household, students, professionals (doctors, C.A. etc.) individual
shopkeeper etc.
Small & medium business: small business firms, individual proprietor, financial
brocks advertising agency etc. And after that the sales executive should fill the CAF
(Customer Application Form) from them. In second step for work order is granted the
CAF should be submitted in the main office. The main office ofAirtel in Nagpur are as
follows, Airtel main dealer, Near Nalawade Garden Dharmpeth, Nagpur. After the
work order granted, salesman and marketing team goes for the selling of Airtel
Product. Franchisesold number of connections till now. Another important job of these
organization is to full the all the condition and term of Airtel, and to provide the
informative data or necessary data to the Airtel main branch situated at Nagpur.
1.4 Department:
In Image Cellular there are total two no. of department that is as follows.
Marketing Department: These are handle the varies activity specially as;
1. Promotional activity department.
2. Advertisement department.
3. Sales Activity department.
4. To create a brand loyalty department.
Account Department: Account department concern to all financial activity that
which happened in the organization.
1. Calculate to all Expenses in a certain period.
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2. Maintain the record of the employee.
3. To take decision about salary/wages about the employee.
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2.6 ORGANISATION CHART
12
Senior Engineer
Field Supervisor
Junior Engineer
Non-TechnicalTechnical
Trainee
Senior Officer
Officer
Junior Officer
Management Trainee
Graduate Trainee
Manager
General Manager
CHAPTER 3
THE CONCEPTUAL FRAMEWORK
3.1 Introduction:
Researcher mainly work is to find out the consumer view/satisfaction towards the
franchise/Airtel. That’s way Researcher study to some aspect as per related their
objective.
Marketing:
Definition: Marketing is an organizational function and a set of processes for creating,
communicating, and delivering value to customers and for managing customer
relationships in ways that benefit the organization and its stake holders. Marketing is
asocial process by which individuals and groups obtain what they need and want
through creating, offering, and freely exchanging product and services of value with
others. Marketing is the process of performing market research,
selling products/services to customers and promoting them via advertising to further
enhance sales. It generates the strategy that underlies sales techniques, business
communication, and business developments. It is an integrated process through which
companies build strong customer relationships and creates value for their customers
and for themselves. Marketing is used to identify the customer, to satisfy
the customer, and to keep the customer. With the customer as the focus of its
activities, it can be concluded that marketing management is one of the major
components of business management. Marketing evolved to meet the stasis in
developing new markets caused by mature markets and over capacities in the last 2-3
centuries. The adoption of marketing strategies requires businesses to shift their focus
from production to the perceived needs and wants of their customers as the means of
staying profitable. The term marketing concept holds that achieving organizational
goals depends on knowing the needs and wants of target markets and delivering the
desired satisfactions. It proposes that in order to satisfy its organizational objectives,
an organization should anticipate the needs and wants of consumers and satisfy these
more effectively than competitors.
Marketing is defined by the American Marketing Association (AMA) as the activity,
set of institutions, and processes for creating, communicating, delivering, and
13
exchanging offerings that have value for customers, clients, partners, and society at
large. The term developed from the original meaning which referred literally to going
to a market to buy or sell goods or services. Seen from a systems point of view, sales
process engineering views marketing as a set of processes that are interconnected and
interdependent with other functions, whose methods can be improved using a variety
of relatively new approaches. The Chartered Institute of Marketing defines marketing
as the management process responsible for identifying, anticipating and satisfying
customer requirements profitably. A different concept is the value-based
marketing which states the role of marketing to contribute to increasing shareholder
value. In this context, marketing is defined as "the management process that seeks to
maximise returns to shareholders by developing relationships with valued customers
and creating a competitive advantage”. Marketing practice tended to be seen as a
creative industry in the past, which included advertising, distribution and selling.
However, because the academic study of marketing makes extensive use of social
sciences, psychology, sociology, mathematics, economics, anthropology and neurosci
ence, the profession is now widely recognized as a science, allowing numerous
universities to offer Master-of-Science (MSc) programmes. The overall process starts
with marketing research and goes through market segmentation, business planning and
execution, ending with pre and post-sales promotional activities. It is also related to
many of the creative arts. The marketing literature is also adept at re-inventing itself
and its vocabulary according to the times and the culture.
Marketing Management:
Marketing management is the art and science of choosing target markets and getting,
keeping and growing customers through creating, delivering and communicating
superior customer value.
Marketing Management is a business discipline which is focused on the practical
application of marketing techniques and the management of a firm's marketing
resources and activities. Rapidly emerging forces of globalization have compelled
firms to market beyond the borders of their home country making International
marketing highly significant and an integral part of a firm's marketing
strategy. Marketing managers are often responsible for influencing the level, timing,
14
and composition of customer demand accepted definition of the term. In part, this is
because the role of a marketing manager can vary significantly based on a business'
size, corporate culture, and industry context. For example, in a large consumer
products company, the marketing manager may act as the overall general manager of
his or her assigned product To create an effective, cost-efficient Marketing
management strategy, firms must possess a detailed, objective understanding of their
own business and the market in which they operate. In analysing these issues, the
discipline of marketing management often overlaps with the related discipline
of strategic planning.
Marketing Research:
Is the systematic gathering, recording, and analysis of data about issues relating
to marketing products and services. The goal of marketing research is to identify and
assess how changing elements of the marketing mix impacts customer behaviour. The
term is commonly interchanged with market research; however, expert practitioners
may wish to draw a distinction, in that market research is concerned specifically
with markets, while marketing research is concerned specifically about marketing
processes.
Marketing research is often partitioned into two sets of categorical pairs, either by
target market:
1. Consumer marketing research, and
2. Business-to-business (B2B) marketing research
Or, alternatively, by methodological approach:
3. Qualitative marketing research, and
4. Quantitative marketing research.
Consumer marketing research is a form of applied sociology that concentrates on
understanding the preferences, attitudes, and behaviours ofconsumers in a market-
based economy, and it aims to understand the effects and comparative success of
marketing campaigns. Marketing research may also be described as the systematic and
objective identification, collection, analysis, and dissemination of information for the
purpose of assisting management in decision making related to the identification and
solution of problems and opportunities in marketing.
15
Role of Researcher in the Research Process:
The task of marketing research is to provide management with relevant, accurate,
reliable, valid, and current information. Competitive marketing environment and the
ever-increasing costs attributed to poor decision making require that marketing
research provide sound information. Sound decisions are not based on gut feeling,
intuition, or even pure judgment.
Marketing managers make numerous strategic and tactical decisions in the process of
identifying and satisfying customer needs. They make decisions about potential
opportunities, target market selection, market segmentation, planning and
implementing marketing programs, marketing performance, and control. These
decisions are complicated by interactions between the controllable marketing variables
of product, pricing, promotion, and distribution. Further complications are added by
uncontrollable environmental factors such as general economic conditions,
technology, public policies and laws, political environment, competition, and social
and cultural changes. Another factor in this mix is the complexity of consumers.
Marketing research helps the marketing manager link the marketing variables with the
environment and the consumers. It helps remove some of the uncertainty by providing
relevant information about the marketing variables, environment, and consumers. In
the absence of relevant information, consumers' response to marketing programs
cannot be predicted reliably or accurately. On-going marketing research programs
provide information on controllable and non-controllable factors and consumers; this
information enhances the effectiveness of decisions made by marketing managers.
Traditionally, marketing researchers were responsible for providing the
relevant information and marketing decisions were made by the managers. However,
the roles are changing and marketing researchers are becoming more involved in
decision making, whereas marketing managers are becoming more involved with
research. The role of marketing research in managerial decision making is explained
further using the framework of the "DECIDE" model:
D: Define the marketing problem.
E: Enumerate the controllable and uncontrollable decision factors.
C: Collect relevant information.
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I: Identify the best alternative.
D: Develop and implement a marketing plan.
E: Evaluate the decision and the decision process.
The DECIDE model conceptualizes managerial decision making as a series of six
steps. The decision process begins by precisely defining the problem or opportunity,
along with the objectives and constraints. Next, the possible decision factors that make
up the alternative courses of action (controllable factors) and uncertainties
(uncontrollable factors) are enumerated. Then, relevant information on the alternatives
and possible outcomes is collected. The next step is to select the best alternative based
on chosen criteria or measures of success. Then a detailed plan to implement the
alternative selected is developed and put into effect. Last, the outcome of the decision
and the decision process itself are evaluated.
Process of Marketing Research:
Step 1: Problem Definition:
The first step in any marketing research project is to define the problem. In defining
the problem, the researcher should take into account the purpose of the study, the
relevant background information, what information is needed, and how it will be used
in decision making. Problem definition involves discussion with the decision makers,
interviews with industry experts, analysis of secondary data, and, perhaps, some
qualitative research, such as focus groups. Once the problem has been precisely
defined, the research can be designed and conducted properly.
Step 2: Development of an Approach to the Problem:
Development of an approach to the problem includes formulating an objective or
theoretical framework, analytical models, research questions, hypotheses, and
identifying characteristics or factors that can influence the research design. This
process is guided by discussions with management and industry experts, case studies
and simulations, analysis of secondary data, qualitative research and pragmatic
considerations.
17
Step 3: Research Design Formulation:
A research design is a framework or blueprint for conducting the marketing research
project. It details the procedures necessary for obtaining the required information, and
its purpose is to design a study that will test the hypotheses of interest, determine
possible answers to the research questions, and provide the information needed for
decision making. Conducting exploratory research, precisely defining the variables,
and designing appropriate scales to measure them are also a part of the research
design. The issue of how the data should be obtained from the respondents (for
example, by conducting a survey or an experiment) must be addressed. It is also
necessary to design a questionnaire and a sampling plan to select respondents for the
study.
More formally, formulating the research design involves the following steps
1. Secondary data analysis
2. Qualitative research
3. Methods of collecting quantitative data (survey, observation, and
experimentation)
4. Definition of the information needed
5. Measurement and scaling procedures
6. Questionnaire design
7. Sampling process and sample size
8. Plan of data analysis
Step 4: Field Work or Data Collection:
Data collection involves a field force or staff that operates either in the field, as in the
case of personal interviewing (in-home, mall intercept, or computer-assisted personal
interviewing), from an office by telephone (telephone or computer-assisted telephone
interviewing), or through mail (traditional mail and mail panel surveys with
prerecruited households). Proper selection, training, supervision, and evaluation of the
field force help minimize data-collection errors.
Step 5: Data Preparation and Analysis:
Data preparation includes the editing, coding, transcription, and verification of data.
Each questionnaire or observation form is inspected, or edited, and, if necessary,
18
corrected. Number or letter codes are assigned to represent each response to each
question in the questionnaire. The data from the questionnaires are transcribed or key-
punched on to magnetic tape, or disks or input directly into the computer. Verification
ensures that the data from the original questionnaires have been accurately
transcribed, while data analysis, guided by the plan of data analysis, gives meaning to
the data that have been collected. Univariate techniques are used for analysing data
when there is a single measurement of each element or unit in the sample, or, if there
are several measurements of each element, each RCH variable is analysed in isolation.
On the other hand, multivariate techniques are used for analysing data when there are
two or more measurements on each element and the variables are analysed
simultaneously.
Step 6: Report Preparation and Presentation:
The entire project should be documented in a written report which addresses the
specific research questions identified, describes the approach, the research design, data
collection, and data analysis procedures adopted, and presents the results and the
major findings. The findings should be presented in a comprehensible format so that
they can be readily used in the decision making process. In addition, an oral
presentation should be made to management using tables, figures, and graphs to
enhance clarity and impact.
For these reasons, interviews with experts are more useful in conducting marketing
research for industrial firms and for products of a technical nature, where it is
relatively easy to identify and approach the experts. This method is also helpful in
situations where little information is available from other sources, as in the case of
radically new products.
3.2 Customer Satisfaction Definition & Meaning:
Definition:
Thus satisfaction level is function of difference between perceived performance &
expectation. A customer could experience one of three board levels of satisfaction.
19
1) Customer satisfaction is defined as “Customer satisfaction, a business term, is a
measure of how products and services supplied by a company meet or
surpass customer expectation”.
2) Customer satisfaction is the act of just doing enough to be acceptable to a customer.
It is simply meeting basic expectations.
3) “Satisfaction level is the level of persons felt state resulting from comparing
product perceived performance in relation to the person’s expectation”.
Customer Satisfaction Meaning:
Whether the buyer is satisfied after purchase depends on the product/services
performance in relation the buyer’s expectation. In general, “Satisfaction” is a person
feeling of pleasure or disappointment resulting from comparing a product performance
in relation to his/her expectation. If the performance short of expectation, the customer
is dissatisfied. If the performance matches the expectation, the customer is satisfied. If
exceeds the performance expectation, then customer is delight.
Customer behaviour study is based on consumer the customer satisfaction level
towards the Image Cellular playing the three distinct roles of user, payer and buyer.
Relationship marketing is an influential asset for customer analysis as it has a keen
interest in the re-discovery of the true meaning of marketing through the re-
affirmation of the importance of the customer or buyer. A greater importance is also
placed on consumer retention, customer relationship management, personalisation,
customisation and one-to-one marketing. Social functions can be categorized into
social choice and welfare functions.
Each method for vote counting is assumed as social function but if Arrow’s possibility
theorem is used for a social function, social welfare function is achieved. Some
specifications of the social functions.social function is identification of the interactive
effect of alternatives and creating a logical relation with the ranks. Marketing provides
services in order to satisfy customers.
Customer Satisfaction Management:
Is a term used to describe the methodologies and systems to manage customer
prospects and inquiries after sales, generally generated by a variety of marketing
techniques. It can be considered the connectivity between advertising and customer
20
satisfaction management. This critical connectivity facilitates the acquisition of
targeted customers in an effective fashion. Customer satisfaction management has
many similarities to lead management. Sometimes missing from lead management
definitions, but always included in customer acquisition management, is a closed-loop
reporting system. Such a reporting system typically allows the organization to
quantify the effectiveness of results of various promotional activities. This allows
organizations to realize continuous improvements in both promotional activities and
customer acquisition systems. Customer satisfaction management also often includes
the original response to a prospect immediately after their inquiry. This response could
come in many forms a personalized fulfilment letter and brochure, an e-mail response
or a telephone call. In each case the initial response is targeted to further the interest of
the prospect and simplify the initial sales call for the sales channel. Like lead
management, customer acquisition management creates an orderly architecture for
managing large volumes of customer inquiries, or leads. The architecture must be able
to organize numerous leads, at various stages of a sales process, across a
distributed sales force.
3.3 Basic Concept:
Consumer behaviour concern with consumer need consumer actions in the direction of
satisfying needs leads to his behaviour of every individual depend on thinking.
Consumer behaviour is influenced by: culture, sub-culture, locality, royalty, ethnicity,
and family, social class, past experience reference groups, lifestyle, sex and all when
marketing a new product, there is always the possibility that the launch will not go as
well as you expect. New product marketing is an art in itself, but most of the success
that the product will have in the market place is done before the product is even
launched. Organizations need to retain existing customers while targeting non-
customers. Measuring customer satisfaction provides an indication of how successful
the organization is at providing products and/or services to the market place. Customer
satisfaction is an abstract concept and the actual manifestation of the state of
satisfaction will vary from person to person and product/service to product/service.
The state of satisfaction depends on a number of both psychological and physical
variables which correlate with satisfaction behaviours such as return and recommend
rate. The level of satisfaction can also vary depending on other factors the customer,
21
such as other products against which the customer can compare the organization's
products. The basis for the measurement of customer satisfaction with a service by
using the gap between the customer's expectation of performance and their perceived
experience of performance. This provides the researcher with a satisfaction "gap"
which is semi-quantitative in nature. Cronin and Taylor extended the disconfirmation
theory by combining the "gap" described by Parasuraman, Zeithaml and Berry as two
different measures (perception and expectation) into a single measurement of
performance relative to expectation. The usual measures of customer satisfaction
involve a survey. The customer is asked to evaluate each statement in terms of their
perception and expectation of performance of the service being measured.
Having a successful product and having an even more successful launch relies on the
quality of your product. That product relies on two main factors:
1. Knowing who your target market is;
2. Knowing the pains and frustrations that your target market have and are
willing to pay to have taken away.
Knowing who your target market is, what age they are, what job(s) they have, if they
are married, single or divorced, etc., are all essential to the success of your product. If
you do not know anything about the people who buy your product, then you cannot
give them exactly what they want. Even if you have a successful product without
knowing this information, getting to know it will enhance your ability to deliver more
and more successful products over time. This is why many supermarkets and stores
issue loyalty or rewards cards. They can track what their customers buy, how often
they buy, what their average shop is and a host of other information. They can then
take that information and mine it to find out what they need to have more of, and what
they can do with less of. Supermarkets are getting more and more efficient with the
product selection they have in their stores so they can maximize their shelf space and
more importantly, sales. So it is vital you know exactly who your customer or ideal
client is. If companies who make billions of dollars every year are doing it, it is
definitely something you should be doing too. Knowing the pains and frustrations of
your market gives you a valuable insight into what they will be willing to pay to have
removed. People are far more willing to have you take away a problem when it is
22
causing them serious pain than buy something that they know they need but are not in
a hurry to buy.
1. Market receptivity has been evaluated by key customer feedback, focus
groups, test markets, or beta tests prior to launch.
2. If the product is being used by beta customers, testimonials or case studies
have been prepared.
3. A promotion and advertising plan has been developed.
4. Advertising copy has been developed and media contracts and arrangements
have been made.
5. Promotional materials and sales literature has been developed, ordered, and are
ready to distribute.
6. Sales and distribution channels have been identified and established.
7. Sales personnel have been trained.
8. Sales personnel have the needed sales literature, sales support material and
product samples.
9. Product pricing has been established and approved.
10. Final packaging has been designed, approved and ordered.
11. The sales forecast has been updated based on the latest forecast of market
demand.
12. The website has been updated.
13. Press releases have been prepared and are ready to distribute.
14. Industry analysts or other influential personnel have been briefed as planned.
15. Product release and/or general availability has been announced.
Some Important Influences;
Simply stated, customer satisfaction is a customer's evaluation of their purchase and
consumption experience with a product, service, brand, or company. Interest in
satisfaction stems from its role in affecting customers repeat purchase decisions and
subsequent company profits. As the link to profitability has become clear, customer
satisfaction is now a prominent metric in business accounting and reporting. This
research provides a broad overview of customer satisfaction, its meanings, and the
streams of research that have emerged in recent period. Research on both transaction-
specific satisfaction (a customer's evaluation of their experience with and reactions to
23
a particular product transaction, episode, or service encounter) and cumulative
satisfaction (a customer's overall experience with a product or service provider to
date) is described. Methodological issues surrounding satisfaction research are also
discussed. These include the choice of methods for operationalizing a satisfaction
model and how to determine the importance of satisfaction drivers. The research ends
with a call to better understand the psychological and behavioural consequences of
satisfaction going forward. Specifically, greater attention should be given to how
satisfaction, in conjunction with a company's or brand's image (reputation), and
strength of relationship with customers explain customer loyalty and retention.Your
existing customers (whether using a free version of your product or not) are your best
friends. Treat them well during the launch process. Get some of them up and running
before hand as beta testers. Leverage your happy customers for testimonials and case
studies that you can use to promote the launch.
3.4 Application with Present Work:
1. The study should be used to calculate the consumer approach toward the
organization?
2. The consumer buying behavior is depend on following factor, occupation,
income group, profession, status, to check out and note down the conclusion
from this observation.
3. Researcher should check out this Airtel as a brand is helpful/harmful for the
customer satisfaction activity.
4. For the Advertising and CRM (Customer Relationship Management) this work
should more help full.
5. It’s also helpful for Customer inquiry or response.
6. To find out the customer Lead graded and prioritized.
7. It’s helpful to increases the targeted customer Sales contact.
8. Its work also helpful for lead nurturing or retention.
9. To calculate/analyst Sales result, this work is important.
10. Analysis of promotion effectiveness.
24
CHAPTER 4
DATA ANALYSIS AND INTERPRETATIONS
4.1 Introduction:
Analysis of data is a process of inspecting, cleaning, transforming, and
modelling data with the goal of highlighting useful information, suggesting
conclusions, and supporting decision making. Data analysis has multiple facets and
approaches, encompassing diverse techniques under a variety of names, in different
business, science, and social science domains. Data mining is a particular data analysis
technique that focuses on modelling and knowledge discovery for predictive rather
than purely descriptive purposes. Business intelligence covers data analysis that relies
heavily on aggregation, focusing on business information. In statistical applications,
some people divide data analysis into descriptive statistics, exploratory data analysis,
and confirmatory data analysis. As per researcher topic of the project that related
information Researcher try to collect from respondent opinion or their understanding
about Airtel. regarding to S.I.P. project i.e. most important thing to collect the data
from actual user because they are end user so they know what is the actual strength,
weakness of the service provider that’s why Researcher find out or survey the market
and collect the data from respondent or the customer of the Airtel, that’s why
Researcher select 150 population customer, 100 select for sample size. And conducted
the survey there result is as follows.
25
4.2 Data Analysis:
4.2.1 Classification of Image Cellular Customers: this table indicates the
contribution of customers in varies services provided from Image Cellular.
Table No. 4.2.1
Classification of Image CellularCustomers
Sr. No. User No. of Customers Percent of
Customers
1 Airtel Pre-Paid Users 47 47
2 Airtel Post-Paid Users 25 25
3 Airtel Digital TV Users 14 14
4 Airtel Net Connector 14 14
Total 100 100%
Interpretation:
As per the sample size researcher try to find out distribution of customers toward
varies services provided from Image Cellular as follows, 47% customers use Airtel
pre-paid service, 25% are Airtel post-paid users, 14% customers are use Airtel digital
TV user and 14% customer are use Airtel net connector.
Graph No. 4.2.1
This pie graph indicates that the contribution of varies service users.
26
Conclusion:
From the above graph, Researcher can analyzes the Airtel pre-paid mobile service is
prefers mostly.
4.2.2 Satisfaction Level towards “Customer Relationship Center”: in this segment,
researcher tries to calculate the customer’s satisfaction level toward customer
relationship center.
Table No. 4.2.2
Satisfaction Level towards “Customer Relationship Centre”
Sr. No. Level No. of Customer Percent of
Customers
1 Strongly satisfied 32 32
2 Satisfied 26 26
3 Neutral 14 14
4 Dissatisfied 14 14
5 Strongly Dissatisfied 14 14
Total 100 100%
Interpretation:
Above the data it is clear that 32% Image Cellular customer are strongly satisfied,
26% customer are Satisfied, 14% are neutral, 14% customer are Dissatisfied & 14%
are strongly dissatisfied.
27
Graph No. 4.2.2
Satisfaction Level towards “Customer Relationship Centre”
Conclusion:
From the above graph no. 4.2.2 Researcher can analyze satisfaction level towards the
“Customer Relationship Centre” the most of the customers near about 32% are.
Strongly satisfied, but there are 14% customers are strongly dissatisfied.
4.2.3 Satisfaction Level towards Promotional Activity: franchise provide varies
type of promotional activity so researcher try to know the opinion of the respondent
they are satisfied or not about this services.
Table No.4.2.3
Satisfaction Level towards “Promotional Activity”
Sr. No. Customer Satisfaction
Level
No. of Customer Percent of
Customers
1 Yes 56 56
2 No 44 44
Total 100 100%
Interpretation:
As per the table 44% customers are disagreeing about their promotional activity and
56% satisfied about the promotional activity provide from Image Cellular.
Graph no. 4.2.3
28
Satisfaction level towards “Promotional Activity”
Conclusion:
Researcher can analysis measurable customers are satisfied toward the “promotional
activity”.
4.2.4 Satisfaction Level toward Promotional Activity: this table indicated that,
which promotional activity which is most popular in customers.
Table No.4.2.4
Satisfaction Level toward Promotional Activity
Sr. no. Promotional activity No. of customer Percent of
customers
1 Coupons 10 10
2 Promotional Pricing 30 30
3 Discount 25 25
4 Trade-In 5 5
5 Loyalty Programmes 21 21
6 Personal Appearances 9 9
Total 100 100%
Interpretation:
29
As per the customers view researcher try to check out the effectiveness of
“promotional activity” is follows, the 10% customers like the coupons, 30% customers
mostly prefer promotional pricing, 25% customers prefer discount, 5% customers
prefer trade-in activity, loyalty programmes covers 21% customers and personal
appearances covered 9% customers.
Graph No. 4.2.4
Satisfaction Level toward “Promotional Activity”.
Conclusion:
The conclusion is that the large no of customers prefer “promotional price” activity.
30
4.2.5 Satisfaction toward “Sales Executive Service”: in this table the researcher try
to calculate the satisfaction level customers toward sales executive service.
Table No. 4.2.5
Satisfaction Level towards “Sales Executive Service”
Sr. no. level No. of customer Percent of
customers
1 Strongly satisfied 37 37
2 Satisfied 26 26
3 Neutral 14 14
4 Dissatisfied 14 14
5 Strongly Dissatisfied 9 9
Total 100 100%
Interpretation:
As per the data 37% customer are strongly satisfied towards sales executive service,
26% customers are satisfied, 14% customers are neutral, 14% customers are
dissatisfied and 9% customers are strongly dissatisfied.
Graph No. 4.2.5
Satisfaction Level towards “Sales Executive Service”
Conclusion:
31
As per the graph in case of “sales executive service” the most of the customers are
strongly satisfied.
4.2.6 Which advertising media is effective as per the customers view: in
competitive era every organization try/use of different type of advertisement media
but actual measurement is necessary in case of customer’s satisfaction. That’s why
researcher calculates the respondent opinion on that media which is use as by Image
Cellular.
Table No. 4.2.6
Satisfaction Level towards “Advertisement Media”
Sr. no. Advertisement Media No. of customers Percent of
customers
1 Electronic Media 48 48
2 Print Media 20 20
3 Mouth Publicity media 26 26
4 Other 5 5
TOTAL 100 100%
Interpretation:
It is clear from the table electronic media 49% customers include in that sector. And
remaining 51% affect from other media. (Print media, mouth publicity, other)
Graph No. 4.2.6
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Satisfaction Level towards Advertisement Media
Conclusion 4.2.6
It’s Conclude that, the Advertisement through “electronic media” is most effective.
4.2.7 Satisfaction Levels Calculate On The Basis Of Post-Paid Billing
Distribution Service: there are many complain about the post-paid bill distribution
service, so the researcher tries to calculate satisfaction level to the above services.
Table No. 4.2.7
Satisfaction levels calculate on the basis of Post-Paid Billing Distribution Service.
Sr. no. level No. of customers Percent of
customers
1 Strongly satisfied 5 29
2 Satisfied 2 13
3 neutral 1 6
4 Dissatisfied 4 23
5 Strongly Dissatisfied 5 29
Total 17 100%
Interpretation:
33
It is clear from data collected and results found that most of respondents in case post-
paid bill distribution these are strongly dissatisfied near about 29%, 29% strongly
satisfied, 23% dissatisfied, 13% satisfied and only 6% are neutral.
Graph No. 4.2.7
Satisfaction Level toward Post-Paid Bill Distribution Service
Conclusion
It is clear from graph the most of therespondentsin case post-paid bill distribution
service are strongly dissatisfied.
4.2.8 Calculate the customer view in case of “Customer Helpline Number”: in this
table researcher try to calculate the respondent positive/negative opinion about
customer helpline number.
34
Table No. 4.2.8
Calculate the customer view in case of “Customer Helpline Number”
Sr. no. Satisfaction towards “Customer Helpline Number” Service.
No. of Customer Percent of
Customers
1 Yes 41 41
2 No 46 46
3 Stable 13 13
Total 100 100%
Interpretation:
It is clear from data collected and results found that most of respondents 46% are
feeling that the customer help line service not is good, but at same time 41% customer
says it’s good and 13% are stable.
Graph No. 4.2.8
Calculate the customer view in case of “Customer Helpline Number”
Conclusion:
It is clear from data collected and results found that most of respondents arefeeling
that the customer help line service not is good.
4.2.9 Satisfactory level toward “Home Delivery Service” (digital TV & post-paid
customer only): this graph shows the satisfactory level of customers towards home
delivery service.
Table no. 4.2.9
35
Satisfactory level toward “Home Delivery Service”
Sr. no. Level No of customer Percent of
customers
1 Strongly satisfied 29 29
2 Satisfied 13 13
3 Neutral 7 7
4 Dissatisfied 23 23
5 Strongly Dissatisfied 15 15
Total 100 100%
Interpretation:
It is clear from data collected and results found that most of respondents 37%
customers are feel that the home delivery service are highly satisfied, 26% say is
satisfied, 15% are says is dissatisfied, 15% says its strongly dissatisfied, and 7% they.
Strongly satisfied.
Graph No. 4.2.9
Satisfactory level towards “Home Delivery Service”
Conclusion 4.2.9
From data results found that the respondents gives mixed opinion toward “home
delivery service”.
36
4.2.10 Satisfactory level towards “Product Price Criteria”: this table shows the
customers satifactpry level towards Product Price Criteria.
Table No. 4.2.10
Satisfactory level towards “Product Price Criteria”.
Sr. no. Level No. of customer Percent of
customers
1 Strongly satisfied 31 31
2 Satisfied 22 22
3 Neutral 18 18
4 Dissatisfied 17 17
5 Strongly Dissatisfied 12 12
Total 100 100%
Interpretation:
It is clear from data collected and results found that most of respondents 31% are feel
that the product price criteria is strongly satisfied, 22% say is satisfied, 18% are
neutral, 12% says its strongly dissatisfied and 17% dissatisfied.
Graph No. 4.2.10
Satisfactory level towards “Product Price Criteria”.
37
Conclusion:
It is clear from graph that most of respondents are feeling that the “Product Price
Criteria” is good; as per the customer’s satisfaction.
4.2.11 Suitable Area as per the customer’s for the Image Cellular: this graph
shows that suitability of area for the customers in case of Image Cellular.
Table No. 4.2.11
Suitable area as per the customer’s for the Image Cellular.
Sr. No. Area’s No. of Customer Percent of
Customers
1 Central Market Area 39 39
2 Bus-Stop Area 33 33
3 Nagpur Road 20 20
4 Arvi-Naka 8 8
Total 100 100%
Interpretation:
It is clear from data collected and results found that most of respondents 39% are feel
that for the Airtel franchise central market area is good, 33% says Bus-Stop Area
important, 20% preferred Nagpur road and 8% said that Arvi-Naka area is good.
Graph No. 4.2.11
Suitable area as per the customer’s for the Image Cellular.
38
Conclusion:
It is clear from graph most of respondents are feel that for the Airtel franchise “Central
Market Area” is good/convenience.
4.2.12 Satisfaction level toward following varies services: this table represented the
satisfaction level of the customers toward varies services.
Table No. 4.2.12
Satisfaction toward following varies services.
Sr. No. Services No. of Customer Percent of
Customer
1 Availability 11 11
2 Prompt Service 27 27
3 Price Discount 46 46
4 Promotional Activity 13 13
5 Other 3 3
Total 100 100%
Interpretation:
39
As per the data the Researcher try to calculate which service is more delight for the
customers these are as follows,
46% customer says price discount service is more delight, 27% say prompt service is
good, 13% says promotion activity is more delight, 11% preferred availability and 3%
say other services is more delight.
Graph no. 4.2.12
Satisfaction toward following varies services.
Conclusion:
As per the data more customers are satisfied towards “price discount service” i.e. the
customers are price oriented.
4.2.13 Market position of the Image Cellular on the basis of customer’s
satisfaction: as per the customers view researcher try to calculate the market position
of Image Cellular towards customers satisfaction.
Table No. 4.2.13
40
Market position of the Image Cellular on the basis of customers satisfaction.
Sr. no. Market position of
franchise as per the
Customer Satisfaction.
No of customer percent of
customers
1 yes 54 54
2 No 32 32
3 Don’t know 14 14
Total 100 100%
Interpretation:
It is clear from data collected and results found that most of respondents 54%
customers are feel that the franchise market position is good, 32% have negative says
something and 14% are stable or they don’t have knowledge about this.
Graph No. 4.2.13
Market position of the Image Cellular on the basis of Customer’s Satisfaction.
Conclusion 4.2.13
It is clear from data most of respondents are agree to the franchise “Market Position”
is good.
CHAPTER 5
41
MAJOR FINDINGS & SUGGESTIONS
5.1 Introduction:
In Wardha city the researcher has conducted a survey to measure satisfaction level
of Image Cellular in Wardha city. after studying different parameters regarding
service, quality, availability, price and other activity that is given to the customers
of Wardha region, researcher has drawn some finding with respect to satisfaction
level of Image Cellular services in Wardha they are as follows,
5.2 Major Findings:
1) It is found that 47% customers prefer Airtel pre-paid mobile service.
2) It is found that in case of “Customer Relationship Centre” 39% customers
are strongly satisfied & only 14% customers are strongly dissatisfied.
3) From the above study it is found that 56% customers are agreed toward
“Promotional Activity” provided from Image Cellular is Good/Satisfactory but
44% customers are disagreed.
4) From the study it is found thatthe among the promotional activity, 30%
customer’s preferred “Promotional Pricing Activity” but 5% customers
preferred trade-in which is very less as compared to other promotional activity.
5) It is found that the 37% customers are strongly satisfied, but at the same
time 9% customers are strongly dissatisfied. toward the service of “Sales
Executive”.
6) It is clear that from the study as per thecustomer’s view theygive more
attention toward “Electronic Media” in case of advertisement activity near
about 49% customers.
7) It is clear that from study 29% are strongly dissatisfied in case of “Post-Paid
Bill Distribution Service”.
8) It is clear that from the review the “Customer Help Line No.” is more
helpful for 41% customers & but at the same time some respondent 46% said
that these no. is always busy that why they don’t satisfied about this service.
9) It is clear from the study 39% customer said that “Centre Market Area” is
convenient for them & only 8% said “Arvi Naka” will be good.
10) As per the research it is clear that 46% customers they are always
preferred “Price Discount” offers.
42
11) It is clear from the study 54% customers said that Image Cellular “Market
Position is good as per the customer’s satisfaction & only 32 said that it’s
market” position is not good.
5.1 Suggestions:
On the basis of major finding researcher has given following suggestion to the
organization.
1 As per the research its indicate that post-paid customers are less as
compared to pre-paid service user. So franchise try to increases the post-
paid customers.
2 As per the finding customers gives mixed response towards “Customer
Relationship Center” so that the franchise/company gives a more attention
on this service.
3 As per the survey the customers give less response toward “Personal
Appearance” so for the cost reduction delete this type of “Promotional
Activity” & focus on other activity which more popular in customers.
4 Franchise/company always tries to provide the service as possible as
minimum/low rate.
5 The Sales Executive is an interpreter in between customers & franchise in
case of post-paid service this factor is most important. But the area is so
vaster & no. of sales executive is very less only 4 employees so that is not
sufficient, so franchise/company give attention to recruit the new sales
executive.
6 For the advertisement the “Electronic Media” is now become a very
popular so franchise/company mostly focus on that instead of other media.
7 As per the research the franchise/company don’t get a proper notice on
post-paid bill distribution, There are some problem in post-paid billing
many customer complained in the time of survey that they got maximum
bill regarding there uses, so franchise/company should improve their post-
paid billing distribution service.
8 The customer help line no. is become a very popular that way this
customer help line no. is always busy that why company/franchise
increases the no. of customer care representative.
43
9 In case of place, the old place of Image Cellular is not convenient for all
type of customers so from the research it’s found that customer’s opinion is
that “Central Market Area” is good for the customers so the
franchise/company give attention on that.
10 As per the research it is found that the position of franchise/company is
good but day by day competition increases so the franchise/company
always tries to maintain their position in the market.
11 Regular evaluating and analyzing of various activities and function related
to customer complaint center.
QUESTIONNAIRE:
44
1) Name :-………………………………………………
2) Address : ………………………………………………
……………………………………………….
……………………………………………….
3) Phone No.:- (R)…………………………………………
(O)………………………………………….
(MOB) …………………………………….
4. Age:-……………………
5. Sex:-…………………….
Male [ ] Female [ ]
6. Occupation: - Business [ ]
Service [ ]
Student [ ]
Farmer [ ]
7. Income Group: -0 To 10,000. [ ]
10,000 To 20,000. [ ]
20,000 To 30,000 [ ]
ABOVE 30,000 [ ]
8) Are you customer/consumer of Image Cellular (directly/indirectly).
A) Yes….. B) No…..
If Yes, Please Specify
A) Pre-Paid Users… B) Post-Paid Users ….
C) Digital TV Users… D) Net Connector Users ….
E) Other Service User of Airtel ….
9) Are you satisfied about “Customer Relationship Centre” provide from Image
Cellular.
A) Strongly Satisfied….. B) Satisfied….. C) Neutral …. D) Dissatisfied ….
E) Strongly Dissatisfied...
10) Are you satisfied about Image Cellular “Sales Promotion” activity?
A) Yes….. B) No…..
11) Which “Promotion Activity” provided by Image Cellular is more attractive
for you?
A) Coupons……. B) Promotional Pricing……
45
C) Discount……. D) Trade-In …..
E) Loyalty Programmes ….. F) Personal Appearances ….
12) Are you satisfied about “Sales Executive Service” provided from Image
Cellular?
A) Strongly Satisfied….. B) Satisfied….. C) Neutral …. D) Dissatisfied ….
E) Strongly Dissatisfied...
13) Out of following service which gives you to more satisfaction provide from
Image Cellular?
A) Complain Help Line No. ….. B) Prompt Service ……
C) Price Discount ….. D) Promotional Activity …..
E) Other …..
14) Are you satisfied about “Post-Paid Billing Facility” provide from Image
Cellular.
A) Strongly Satisfied….. B) Satisfied….. C) Neutral …. D) Dissatisfied ….
E) Strongly Dissatisfied...
15) Are you satisfied about all type “Recharge Availability” service?
A) Strongly Satisfied….. B) Satisfied….. C) Neutral …. D) Dissatisfied ….
E) Strongly Dissatisfied...
16) As per you which “Advertising Media” is more Informative/Satisfactory for
you in case any type of service, provide from Image Cellular?
A) Electronic Media….. B) Print Media…..
C) Mouth Publicity….. D) Other…..
17) Are you satisfied about “Customer Help Line Number” service provide from
Image Cellular?
A) Yes….. B) No….. C) Stable….
18) Are you satisfied about the Place (area) where the Image Cellular situated?
A) Strongly Satisfied….. B) Satisfied….. C) Neutral …. D) Dissatisfied ….
E) Strongly Dissatisfied...
19) As per you which area will be more convenient for you as well as Image
Cellular?
A) Central Market Area…. B) Bus Stop Area …..
C) Nagpur Road …. D) Arvi Naka …..
20) Are you satisfied “Product Price Criteria” providing from Image Cellular?
A) Strongly Satisfied….. B) Satisfied….. C) Neutral …. D) Dissatisfied ….
46
E) Strongly Dissatisfied...
21) Are you satisfied about “Home Delivery Service” provide from Image
Cellular?
A) Strongly Satisfied….. B) Satisfied….. C) Neutral …. D) Dissatisfied ….
E) Strongly Dissatisfied...
22) Are you satisfied about “Complaint Resolved Centre” provided by Image
Cellular?
A) Strongly Satisfied….. B) Satisfied….. C) Neutral …. D) Dissatisfied ….
E) Strongly Dissatisfied...
23) Are you agreeing “Image Cellular Market Position” is good in case of
Customer Satisfaction?
A) Yes …. B) No ….. C) Don’t Know …..
24) Overall Customer Satisfaction towards various services provided by Image
Cellular.
A) Pre-Paid Service …..
B) Post-Paid Service …..
C) Digital TV Service …..
D) Net Connector Service ……
25) Suggestions/Opinions
………………………………………………………………..
………………………………………………………………..
……………………………………………………………….
BIBLIOGRAPHY:
BOOKS:
47
1 Philip Kotler and Kevin Keller, Marketing Management , 2009-2010,
Edition: 13th, Page No: 121 to 133.
2 Dr. Mahesh Kulkarni, Research Methodology , MBA(2-Sem), Nirali
Prakashan, Pune, December 2009,Second Edition, Page no.3.1 to
3.20, 1.1 to 1.22,
3 C.R. Kothari, Research Methodology: Methods And Techniques,
,Publishes byNew Age International, Edition: Paperback 2nd Page No.
81-93
WEBSITES:
www.Airtel.in,link- http://www.airtel.in/new/
Airtel Pune Intranet
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