Nagarjuna's Project

8/8/2019 Nagarjuna's Project

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Customer Satisfaction towards Idea Communication in Gudibande

Telephone system in India

Indias telephone system, like many other aspects of

telecommunications, is in government sector, under the control of the

ministry of information and broadcasting. The modernization of the

telephone system in India has been under way since 1986 when mahanagar

telephone Nigam, a government corporation was established to operate

system in Bombay and New Delhi and videsh sanchar nigam, also

government owned, was set up as the overseas carrier. Progress was slow,

how ever the rest of the department of telecommunications until 1994 when

basic telephone services were open to private-sector competition.

This work is done basically to understand the Gudibande Customers

behavior towards Idea service in the cellular communication network and to

know the factors when compared it with competitors networks. This study

enables us to know the consumer preference, behavior and satisfaction

towards Idea in Gudibande.

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NEED FOR THE STUDY:

Consumer behavior is to do with the activities of individuals in

ebraining and using the goods and services. The victory of any business

until depends (or) rests on the consumers who are willing to pay for the

product / services offered by that company. The firm must be aware of the

market, consumer wants well in advance of production and the consumerwants must be monitored continuously for the success over competitors.

The study of consumer behavior is must to adjust the 4 Ps (PRODUCT,

PRICE, PLACE and PROMOTIO) of marketing mix in the light of

changing nature of consumer behavior.

OBJECTIVES OF THE STUDY:

To study the existing market share of the Idea

service in the cellular communication network.

To know the various influencing factors, thismade them to hold this Idea.

To know the consumer opinion on the various

features provided by Idea.

To suggest for the better prospects in the market.

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This thesis uses market survey approach to collect the information

from the consumers on Mobile / Cell phone. This market survey approach is

emphatically in nature. Market survey can be described as an activity, the

Results of which are useful in increasing the ability of the market in

Decision making.

As market survey helps the management in decision making, it has

gained importance in the marketing field.

METHOD OF DATA COLLECTION:

PRIMARY DATA:

The primary data work collected by personal interviews through a

questionnaire. Because of its simplicity reliability questionnaire method was

choose. Interpretation can also be done correctly, by the questionnaire

method. This is because the method is much helpful in factors such as

obtaining choices helping responding to understand the significance of the

product so that they answer their best ability.

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RESEARCH

DESIGN


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SECONDARY DATA:

The secondary data were collected through broaches, books, oldreports, magazines, newspapers and other publications.

SAMPLING DSIGN:

Sample size: 100 consumers of Idea service.

Sample Unit: Gudibande consumers of Idea service.

Geographical area of study:

Market survey is carried out in Gudibande i.e.,

Vinayak Nagar

Bhapuji Nagar

Shanthi Nagar

Khaji Pet

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SCOPE OF THE STUDY:

This work enables us to have a clear understanding about the

consumer behavior, towards the various futures services provided by the

Idea in Gudibande.

Due to time and other constraints, the study was limited to Gudibande

only.

The findings and recommendations given in the report may not hold

good for other cities.

There could be biases in the responses, which were avoidable to some

extent. It is seen that these biases wont affect the recommendations and

findings of the study.

LIMITATIONS:

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The study is confirmed selected sample areas in

Gudibande. It is known that consumer psychology differs from

place to place. So the report is prepared based on the collected

information in the sample area and it may differ from other places

report.

The time is limited which is not sufficient to do

survey.

Some of the consumers are not wiling to give

their views.

The bias of the respondents.

As market survey helps the management in decision making, it has

gained importance in the marketing field.

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INTRODUCTION OF MARKETING

Definition of marketing:

A social definition shows role of marketing society. One marketer

said that marketings role is to Deliver a higher standard of living. Here is

a social definition serves our purpose: Marketing is a social process by

which individuals and groups obtain what they need and that through

creating, offering and freely exchanging products and services of value with

other. A managerial definition says that, marketing has often been described

as: The art of selling products;, but the people are surprised when they that

the most important part of the marketing is to selling! Selling is the only tip

of marketing iceberg. According to peter ducker a leading managementtheorist puts in this way:

There will always one can assume, be need for some selling. But the

aim of marketing is to make selling superfluous. The aim of marketing is to

know and understands the customer so well that the product or service fits

him and sell itself. Ideally, marketing should result in a customer who is

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THEORETICALBACKGROUND


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Mc carthy classified these groups into four broad groups that he

called for ps marketing mixes are:

1. product

2. price

3. promotion

4. place

Product:

A tangible object or an intangible service that is mass produced

or manufactured on a large scale with a specific volume of units.

Intangible products are service based like the tourism industry & the

hotel industry or codes-based products like cell phone load and

credits. Typical examples of a mass produced tangible object are the

motor carand the disposable razor. A less obvious but ubiquitous

mass produced service is a computer operating system. Packaging

also needs to be taken into consideration.

Price :

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The price is the amount a customer pays for the product. It is

determined by a number of factors including market share,

competition, material costs, product identity and the customer's

perceived value of the product. The business may increase or

decrease the price of product if other stores have the same product.

Place :

Place represents the location where a product can be purchased.

It is often referred to as the distribution channel. It can include any

physical store as well as virtual stores on the Internet.

Promotion:

It represents all of the communications that a marketer may use

in the marketplace. Promotion has four distinct elements: advertising,

public relations, word of mouth andpoint of sale. A certain amount of

crossover occurs when promotion uses the four principal elements

together, which is common in film promotion. Advertising covers any

communication that is paid for, from cinema commercials, radio and

Internet adverts through print media and billboards. Public relations

are where the communication is not directly paid for and includes

press releases, sponsorship deals, exhibitions, conferences, seminars

or trade fairs and events. Word of mouth is any apparently informal

communication about the product by ordinary individuals, satisfied

customers or people specifically engaged to create word of mouth

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momentum. Sales staff often plays an important role in word of

mouth and Public Relations (see Product above).

Broadly defined, optimizing the marketing mix is the primary

responsibility of marketing. By offering the product with the right

combination of the four Ps marketers can improve their results and

marketing effectiveness. Making small changes in the marketing mix is

typically considered to be a tactical change. Parm Bains says making large

changes in any of the four Ps can be considered strategic. For example, a

large change in the price, say from $19.00 to $39.00 would be considered a

strategic change in the position of the product. However a change of $130 to

$129.99 would be considered a tactical change, potentially related to a

promotional offer.

The term 'marketing mix' however, does not imply that the 4P

elements represent options. They are not trade-offs but are fundamental

marketing issues that always need to be addressed. They are the

fundamental actions that marketing requires whether determined explicitly

or by default.

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A figure showing marketing mix

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Product Variety,

Quality Designer,

Quality Feauters,

Brand Name,

Packaging sizes,

ServicesWarranties,

Returns

Price

List Price

Discounts

Allowances,

Payment, Period,

Credit period


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Customer satisfaction

Whether the buyer is satisfied after purchaser depends on the offers

performance in relation to the buyers expectations. In general, satisfaction

is a persons feeling of pleasure of disappointment resulting relation to his

or her expectations, if the performance falls short of expectations, the

customers dissatisfied. If the performance matches the expectations, the

customer is satisfied. If the performance exceeds expectations, the customer

is highly satisfied or delighted.

Page no.

Target

CustomerIntended

Positioning

Promotion:

Advertising, Personal

Selling, Sales,Promotion, Public

relation

Place:

Channels, Coverage

Assortments,

Locations, Inventory,

Transportation,

Logistics

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The link between customer satisfaction and customer loyalty is not

proportional. Suppose customer satisfaction is rated on a scale from one to

five. At a very low level of customer satisfaction (level one), customers are

likely to abandon the company and even bad-mouth it. At levels two to four,

customers are fairly satisfied but still find it easy to switch when a better

offers comes along. At level five, the customer is very likely to repurchase

and repurchase and even spread good work of mouth about the company.

High satisfaction or delight creates an ambitioned bond with the brand or

company, not just a rational preference.

A formal approach to this customer-

focused marketing mix is known as Four

Cs (Commodity, Cost, Channel,

Communication).

Koichi Shimizu proposed a four Cs

classification in 1973.

The four elements are:

1. Commodity:

The product for the consumers or citizens. Not product out.

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2. Cost :

Producing cost, selling cost, purchasing cost and social cost.

3. Channel:

Flow of commodity: marketing channels.

4. Communication :

Marketing communication: It doesn't promote the sales.

The Four Cs can be compared to the Four Ps. This system is basically

the four Ps renamed and reworded to provide a customer focus. The four Cs

Model provides a demand/customercentric version alternative to the well-

known four Ps supply side model (product,price,place,promotion) of

marketing management. This is a part of7Cs Compass Model.

Robert F. Lauterborn proposed a four Cs classification in 1993. The

Four Cs model is more consumer-oriented and attempts to better fit the

movement from mass marketing to niche marketing. The Product part of the

Four Ps model is replaced by Consumer or Consumer Models, shifting the

focus to satisfying the consumer needs. Another C replacement for Product

is Capable. By defining offerings as individual capabilities that when

combined and focused to a specific industry, creates a custom solution

rather than pigeon-holing a customer into a product. Pricing is replaced by

Cost reflecting the total cost of ownership. Many factors affect Cost,including but not limited to the customer's cost to change or implement the

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new product or service and the customer's cost for not selecting a

competitor's product or service. Placement is replaced by Convenience.

With the rise of internet and hybrid models of purchasing, Place is

becoming less relevant. Convenience takes into account the ease of buying

the product, finding the product, finding information about the product, and

several other factors. Finally, the Promotions feature is replaced by

Communication which represents a broader focus than simply Promotions.

Communications can include advertising, public relations, personal selling,

viral advertising, and any form of communication between the firm and the

consumer.

The Four Cs model has been criticized for simply being nothing more than

the Four Ps with different points of emphasis. In particular, the Four Cs

inclusion of customers in the marketing mix is criticized, since customers

are a target of marketing, while the other elements of the marketing mix are

tactics. The Four Cs also excludes numerous strategies for product

development, distribution, and pricing, while assuming that consumers want

two-way communications with companies.

Characteristics affecting consumer behavior

Culture

` The set of basic values, perceptions, wants, and behavior learned by a

member of society from family and other important institution.

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Subculture

A group of people with shared value systems based on common life

experiences and situation.

Social classes

Relatively permanent and ordered divisions in the society whose

members share similar values, interest and behaviors.

Reference group

Two or more people who interact to accomplish individual or mutual goals.

Family buying decision:

Depending on the production and situation, individual family

members exert different amount of influence.

Role of status:

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A person belongs to many groups-families, clubs, organization. The

person position in each group can be defined in terms of both role and

status.

Age and life cycle stage:

People change the goods and services they buy over their life times.

Occupation:

A persons occupation affects the goods and services bought.

Economics situation:

A persons economic situation will affect product choice.

Life style:

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People coming from the same subculture, social class, and occupation

may here quite different lifestyle. Life style is the persons pattern of living

as expressed in his or her psycho graphics.

Personality and self-concepts:

A persons distinguishing psychological character istics that lead to

relatively consistent and lasting responses to his or her own environmental.

Motivation:

Motivators researchers collect in depth information from small

samples of consumers to uncover the deeper motives for their product

choice.

Perception:

The process by which people select, organize, interpret information to

form a meaningful picture of the world.

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Learning:

Changes in individual behavior arising from experience.

Belief:

A descriptive thought that a person holds about something.

INTRODUCTION:

We were incorporated as Birla Communications Limited on March

14, 1995 and granted a certificate of commencement of business on August

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COMPANY

PROFILE


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11, 1995. Our registered office was in Mumbai, Maharashtra. Our name was

changed to Birla AT&T Communications Limited on May 30, 1996

following the execution of a joint venture agreement dated December 5,

1995 between AT&T Corporation and Grasim Industries Limited pursuant

to which the Aditya Birla Group held 51% of our Equity Share capital and

AWS Group held 49% of our Equity Share capital. Our registered office

was transferred from Industry House, 1st Floor, 159 Church Gate

Reclamation, Mumbai 400 020, Maharashtra to Suman Tower, Plot No. 18,

Sector 11, Gandhinagar 382011 Gujarat on October 22, 1996. With effect

from January 1, 2001 following our merger with Tata Cellular Limited the

joint venture agreement between AT&T Corporation and Grasim Industries

Limited dated December 5, 1995 was replaced by a shareholders agreement

dated December 15, 2000 entered into between Grasim Industries Limited

on behalf of the Aditya Birla Group, Tata Industries Limited on behalf of

the Tata Group and AT&T Wireless Services Inc. on behalf of the AWS

Group following which our name was changed to Birla Tata AT&T Limited

on November 6, 2001. Consequent to the introduction of the Idea brand,

our name was changed to Idea Cellular Limited on May 1, 2002. The AWS

Group exited from the Company on September 28, 2005 by selling

371,780,740 Equity Shares of the Company, which constituted 50% of the

holding of AT&T Cellular Private Limited in our equity share capital, to

ABNL and by transferring the remaining 371,780,750 Equity Shares to Tata

Industries Limited. The Tata Group ceased to be a shareholder of the

Company on June 20, 2006 when Tata Industries Limited and Apex

Investments (Mauritius) Holding Private Limited (formerly known as

AT&T Cellular Private Limited) sold all their shares in the Company to the

Aditya Birla Group.

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On October 26, 2006, P5 Asia Investments (Mauritius) Limited

(P5 Asia) acquired 14.60% of our Equity Share capital. Under a

Governance and Exit Rights Agreement dated October 23, 2006 between

P5 Asia, ABNL and Birla TMT, so long as an initial public offering has not

occurred and P5 Asia holds no less than 10% of our Equity Shares, ABNL

and Birla TMT are required to procure that:

(a) Our Company and its Subsidiaries shall not take or pursue any of the

following actions without P5 Asias prior consent (such consent to be

obtained in a board and/or shareholders resolution) including in respect of:

(i) Any merger with, acquisition of, or amalgamation or

consolidation with another company or business.

(ii) Assuming or permitting to exist any borrowings or

indebtedness in the nature of borrowings if the amount of all

such borrowings of our Company and its Subsidiaries would

exceed Rs. 6,800 million.

(iii)

Entering into a new line of business.

(iv) Increasing our authorized or issued share capital or,

(v) Entering into a joint venture and

(b) Our Company makes available to P5 Asia certain financial information

relating to our Company and its Subsidiaries such as monthly management

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accounts, quarterly unconsolidated balance sheet and profit and loss account

and the annual audited consolidated balance sheets and profit and loss

accounts. P5 Asia also has a right to appoint one director to our Board so

long as it holds at least 10% of our total issued and outstanding Equity

Shares. Mr. Biswajit Subramanian has been appointed to our Board by P5

Asia pursuant to the exercise of the above right. In addition, any IPO of our

Equity Shares requires P5 Asias written consent, and, further, in any such

IPO, P5 Asia has the right to offer for sale such number of Equity Shares

representing up to 10% of the total Equity Shares which are held by it. By

its letters dated December 2, 2006 to ABNL and Birla TMT, P5 Asia has

given its written consent for the Issue and

has confirmed that it does not intend to offer for sale any of the Equity

Shares held by it in such Issue.

We, either directly or through our Subsidiaries, provide mobile

services in the Andhra Pradesh, Delhi, Gujarat, Haryana, Kerala, Madhiya

Pradesh, Maharashtra and Uttar Pradesh (West) Circles, and have recently

launched services and as such are in the process of fully rolling-out our

network in the Uttar Pradesh (East), Rajasthan and Himachal Pradesh

Circles pursuant to licenses issued by the DoT.

MAJOR EVENTS:

The chronology of key events of the Company from incorporation is

set out below:

1995:

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Incorporated as Birla Communications Limited obtained licenses for

providing GSM-based services in the Gujarat and Maharashtra circles

following the original GSM license bidding process.

1996:

Changed name to Birla AT&T Communications Limited following joint

venture between Grasim Industries and AT&T Corporation.

1997:

Commenced operations in the Gujarat and Maharashtra Circles.

1999:Migrated to revenues share license fee regime under New

Telecommunications Policy (NTP).

2000:

Merged with Tata Cellular Limited, thereby acquiring original license for

the Andhra Pradesh Circle.

2001:

Acquired RPG Cellular Limited and consequently the license for the

Madhya Pradesh (including Chattisgarh) Circle. Changed name to Birla

Tata AT&T Limited.

2001:

Obtained license for providing GSM-based services in the Delhi Circlefollowing the fourth operator GSM license bidding process

2002:

Changed name to Idea Cellular Limited and launched Idea brand name

* Commenced commercial operations in Delhi Circle

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* Reached the one million subscriber mark

2003:

Reached the two million subscriber mark

2004:

Completed debt restructuring for the then existing debt facilities and

additional funding for the Delhi Circle, Acquired Escotel Mobile

Communications Limited (subsequently renamed as Idea Mobile

Communications Limited) Reached the four million subscriber mark. First

operator in India to commercially launch EDGE services.

2005:

Reached the five million subscriber mark, turned profit positive won an

award for the Bill Flash service at the GSM Association Awards in

Barcelona, Spain Sponsored the International Indian Film Academy

Awards.

2006:

Became part of the Aditya Birla Group subsequent to the TATA Group,

transferring its entire shareholding in the Company to the Aditya Birla

Group. Acquired Escorts Telecommunications Limited (subsequently

renamed as Idea Telecommunications Limited).

Restructuring of debt

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Launch of the New Circles

Reached the 10 million subscriber mark

Received Letter of Intent from the DoT for a new UAS License for

the Mumbai Circle.

Received Letter of Intent from the DoT for a new UAS License for

the Bihar Circle through Aditya Birla Telecom Limited. ABNL,

the parent of Aditya Birla Telecom Limited, pursuant to a letter dated

November 22, 2006, agreed to transfer its entire shareholding in

Aditya Birla Telecom Limited to the Company for the consideration

of Rs. 100 million.

Main Competitors

Rank Company Total

Subscribers

Market Shares

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01 Bharati Airtel 116013951 31.63%

02 Vodafone Essar 88607607 24.16%

03 Idea 55905178 15.24%

04 BSNL 55186967 15.05%

05 Aircel 29354370 8.00%

06 RelianceTelecom

14607614 3.98%

07 MTNL 4508251 1.23%

08 Loop Mobile 2595454 0.71%

366779392 100%

Location Details - Idea Cellular

Location Type AddressRegisteredOffice

Suman Tower Plot No. 18Gandhinagar - 382011Gujarat - IndiaPhone : 66714000

Fax : 23232251Email : [email protected]

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Internet : N.A.

CorporateOffice

11/1, Sharada Center Off Karve RoadPune - 411004Maharashtra - India

Phone : M - 9850003222,Fax : 9850003999Email : [email protected] : N.A.

RegisteredOffice

Suman Tower, Plot No. 18, Sector-11Gandhinagar - 382011Gujarat - IndiaPhone : 66714000Fax : 23232251

Email :[email protected] : N.A.

CorporateOffice

Windsor, 5th Floor, Off CST Road, Near Vidya Nagari, Kalina,Santacruz (East)Mumbai - 400098Maharashtra - IndiaPhone : 66820000Fax : 66820499Email : [email protected]

Internet : N.A.CorporateOffice

Windsor, 5th Floor, Off CST Road, Near Vidya Nagari, Kalina,Santacruz (East)Mumbai - 400098Maharashtra - IndiaPhone : 66820000Fax : 66820499Email : [email protected] : N.A.

Company Facts - Idea Cellular

Registered Address

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Suman Tower,

Plot No. 18, Sector-11

Gandhinagar

Gujarat

382011

Tel: 02712-66714000

Fax: 02712-23232251

Email: [email protected]

Website: http://www.ideacellular.com

Group: Birlas (Aditya Vikram) Group

Explore Idea Cellular connections Registrars

Bigshare Services Pvt. Ltd E/2, Ansa Industrial Estate

Saki Vihar Road, Saki Naka

Andheri (E)

Tel: 28523474, 28560652,28560653

Fax: 28525207


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Management - Idea Cellular

Name

Designation

Kumar Mangalam Birla Chairman / Chair Person

Rakesh Jain Non Executive Director

Biswajit Anna Subramanian Non Executive Director

Gian Prakash Gupta Independent Director

Tarjani Vakil Independent Director

P Murari Independent Director

Juan Villalonga NavarroNon Exe. & NomineeDirector

Name Designation

Rajashree Birla Non Executive Director

Shridhir Sariputta HansaWijayasuriya

Alternate Director

Arun Thiagarajan Independent Director

Mohan Gyani Independent Director

R C Bhargava Independent Director

Sanjeev Aga Managing Director

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Idea plans

Idea Cellular Limited (Idea) today announced that it will be acquiring

the Spice Group stake of 40.8 per cent in Spice Communications

Limited (Spice) at a price of Rs. 77.30 per share. It will also make a

payment of approximately Rs. 5,440 million to the Spice Group as

non-compete fee. Idea and Telecom Malaysia International (TMI)

along with their affiliates and associates (as persons acting in concert),

will make an Open Offer for an additional 20 per cent stake in Spice.

The Open Offer will be made at a price of Rs. 77.30 per share.

The boards of Idea and Spice have also approved the merger of Spice

into Idea through a Scheme of Arrangement under Section 391 to

Section 394 of the Companies Act, subject to finalization of the

Scheme of Arrangement, the approvals of the respective shareholders,

creditors and the respective High Courts of Gujarat and New Delhi,

and TMI intends to support this merger. The swap ratio has been

determined by M/s. SSPA & Co. and M/s Khimji Kunvarji & Co. at 49

shares of Idea for every 100 shares of Spice.

Idea will make a preferential allotment to TMI of 464.73 million equity

shares at a price of Rs. 156.96 per Idea share representing 14.99 per

cent of Idea's equity capital post allotment.

The primary benefits of this transaction are:

Idea gains entry in the contiguous wireless markets of Punjab and

Karnataka, which account for 11 per cent of India's total wireless

subscribers

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Spice, a pioneering operator, delivers a strong running start in Punjab

and Karnataka

o 4.4 million subscribers as of 30 April 2008, equivalent to a

15.1 per cent market share in the two service areas

o No. 2 wireless operator in Punjab with a 22.3 per cent market

share

Idea to consolidate its position with its all-India subscriber market

share increasing from 9.5 per cent to 11.1 per cent. Importantly, Idea

would be No.1 in three service areas, in the top three in five more

service areas, and with a rapidly improving share in all its other

operating service areas

Idea's operations in the 900 MHz GSM spectrum band will increase

from the current seven service areas to nine service areas, driving scale

economies and operational synergies resulting in lower operating and

capital expenditure

TMI, an emerging leader in Asian telecommunications with over 44

million subscribers and a presence in 10 countries, will grow its

presence in the Indian telecom sector and become a substantial

shareholder in Idea.

The primary benefits of TMI's investment into Idea are:

Idea is currently rolling out operations in Mumbai, Bihar, Orissa, and

Tamilnadu (including Chennai) service areas, and will also roll out in

the remaining service areas of Kolkata, West Bengal, Assam, North

East and Jammu and Kashmir, after receipt of spectrum. This

investment will support Idea's aggressive growth plans.

Idea and TMI will develop areas for business co-operation to leverage

TMI's strong presence in 10 principal Asian markets, including

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neighboring countries like Sri Lanka and Bangladesh where TMI is a

market-leader. TMI's experience of operating 3G in similar markets

will be of value to Idea, as also the convergent interests of the two

companies in areas extending from international traffic to roaming, to

mobile value added services etc. Idea and TMI would sign a Business

Co-operation Agreement to this effect.

Mr. Kumar Mangalam Birla, Chairman, Idea Cellular Limited said, "This

announcement marks a major step in the Aditya Birla Group 's telecom

business. Idea has performed strongly, but I believe its best lies ahead. Idea

will benefit operationally by leveraging synergies with TMI which will be a

significant shareholder in our company. Further, I look forward to

welcoming colleagues from Spice into the Idea family, and indeed the over

100,000 strong Aditya Birla Group. Together we aim to grow a top class

organisation in the service of our subscribers."

Mr. Sanjeev Aga, managing director, Idea Cellular Limited said, "The

strategic import of this move travels beyond Punjab and Karnataka. By the

end of the year the Idea yellow will increasingly colour the Indian

landscape."

DSP Merrill Lynch acted as the financial advisor to Idea while Bharucha &

Partners acted as legal advisors. Lazard was the financial advisor whileNorton Rose and Crawford Bayley acted as legal advisors to TMI.

About Idea Cellular

A leading GSM mobile services operator, Idea Cellular has licenses to

operate in all 22 service areas of India with commercial operations in 11

service areas. With a customer base of over 26 million, Idea Cellular runs

operations in Delhi, Himachal Pradesh, Rajasthan, Haryana, Uttar Pradesh

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(East), Uttar Pradesh (West) & Uttaranchal, Madhya Pradesh & Chattisgarh,

Gujarat, Maharashtra & Goa, Andhra Pradesh, and Kerala, holds spectrum

for Mumbai, Bihar, Orissa, Tamil Nadu (including Chennai), and

Karnataka, and licenses for the remaining six service areas.

With the planned launch of services in Mumbai, Bihar and Jharkhand in Q3,

and Orissa and Tamil Nadu (including Chennai) towards the end of the

calendar year, Idea's footprint will soon cover approximately 90 per cent of

India's telephony potential. Idea is listed on the National Stock Exchange

(NSE) and the Bombay Stock Exchange (BSE) in India.

Idea Cellular is a part of the US $ 28 billion Aditya Birla Group, India's first

truly multinational corporation. The Group has a market cap in excess of US

$ 31.5 billion, operates in 20 countries, and is anchored by 100,000

employees belonging to 25 nationalities. More information on the company

is available at: www.ideacellular.com and on the Group at:

www.adityabirla.com

About Spice Communications Limited

Spice was incorporated as Modicom Network Private Limited on 28 March

1995 as a private limited company. Spice subsequently became a deemed

public company under Section 43(1A) of the Companies Act, 1956 of India

with effect from 1 April 1999 and its name was changed to Modicom

Network Limited. Spice assumed its present name via a fresh Certificate of

Incorporation dated 3 December 1999. With the addition of the word Private

in Spice's name under Section 43(2A) of the Companies Amendment Act,

2000 of India, Spice's name was changed to Spice Communications Private

Limited with effect from 28 October 2003. On 28 December 2006, Spice

was converted into a public limited company and assumed its present name.

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Spice currently offers mobile telecommunication services in the Punjab and

Karnataka states of India. As of 30 April 2008, Spice had 4.4 million

subscribers representing a 1.7 per cent market share in India, and was the

second and fifth largest mobile telecommunication service provider within

the Punjab and Karnataka circles, respectively.

Spice was listed on the Bombay Stock Exchange Limited on 19 July 2007,

and on the National Stock Exchange of India Limited on 16 June 2008.

About TM International

TM International is an emerging leader in Asian telecommunications with

significant presence in Malaysia, Indonesia, Sri Lanka, Bangladesh and

Cambodia. In addition, the Malaysian-grown holding company has strategic

mobile and non-mobile telecommunications operations and investments in

India, Singapore, Iran, Pakistan and Thailand.

The group's mobile subsidiaries and associates operate under the brand

name Celcom in Malaysia, XL in Indonesia, Dialog in Sri Lanka, AKTEL

in Bangladesh, HELLO in Cambodia, Spice in India, M1 in Singapore, and

MTCE in Iran (Esfahan).

Listed on Bursa Malaysia, TM is among the top 10 biggest public listed

companies in Malaysia by market capitalisation, and the first listed pan-Asian pure cellular service provider in the region.

The group, including subsidiaries and associates, has over 44 million mobile

subscribers in Asia, putting it among the largest mobile telecommunication

providers in the region by turnover. The group has approximately 13,000

people under employment in 10 countries.

For more information on TMI visit:www.tmigroup.com

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Important information

All company data relating to Spice Communications Limited is based on

Spice Communications Limited information. Market data is based on

information from the Cellular Operator Association of India (COAI) and the

Association of Unified Telecom Service Providers of India (AUSPI).

Cautionary statement regarding forward-looking statements

This press release contains certain forward-looking statements with

respect to our expectations and plans, strategy, management's

objectives, future performance, costs, revenues, earnings and other

trend information, including statements relating to expected benefits

associated with the transactions contemplated herein, plans with

respect to these transactions, and expectations with respect to long-

term shareholder value growth and the actions of credit rating agencies.

Forward- ooking statements are sometimes, but not always, identified

by their use of a date in the future or such words as anticipates", aims",due", could", may", should", will", expects", believes", intends",

plans", targets", goal" or estimates". By their nature, forward-looking

statements are inherently predictive, speculative and involve risk and

uncertainty because they relate to events and depend on circumstances

that will occur in the future.

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Customer Care centers

Andhra Pradesh Circle

Idea Cellular Limited,

3rd Floor, K.L.K. Estate,

Fateh Maidan Road,

Basheer Bagh, HyderabadPh: 9848012345

Fax: 040-66562222


Assam Circle

Idea Cellular Ltd,

F Fort, 5th Floor,

Kachari Basti, Ulubari,

GS Road, Guwahati,

Assam

Ph: 9085012345

Fax : 0361-2465436

Email :[email protected]

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Bihar Circle

Aditya Birla Telecom Ltd.

( A 100% subsidiary of Idea Cellular Ltd.)

1st Floor

(Above ICICI Bank)

Sumitra Sadan,

Boring Road crossing

Patna- 800 001

Tel : +91-9708012345

Fax : 0612 2540352


Delhi Circle

Idea Cellular LimitedA-68,

Sector-64

Noida-201301

U.P.

Ph: 9891012345

Fax: 9891905777Email: [email protected]

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Gujarat Circle

Idea Cellular Limited

4th Floor, Suman Tower

Plot no 18,Sector 11

Gandhinagar

Gujarat - 382011

Ph: 9824012345

Fax: 079 23232240


Haryana Circle


A-68,

Sec.-64,

Noida - 201301

U.P.

Ph: 9812012345 (Call charges 50p for 3 minutes) For Complaint Please call

@ 198(Tollfree)

Fax - 91-9990559908


Himachal Pradesh Circle


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Richmond Road,

Bangalore 560025

Ph : 9844012345

Fax : 080 22098441


Kerala Circle


2nd Floor, Mercy Estate,

Ravipuram. Cochin, Kerala - 682015

Ph.: 98470 12345 (Postpaid)

98471 12345 (Prepaid)

Fax: 0484-2382121


Kolkata


Srijan Tech Park,

7th floor, DN-52,

Sec -5, Salt Lake,

Kolkata-700091,

Phone no. 09088012345,

Fax no. 9088118995,


Madhya Pradesh & Chattisgarh Circle


139, 140 Electronic Complex,

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Pardesipura,

Indore, MP- 452010

Ph: 9826012345

Fax: 0731 2551304


Maharashtra & Goa Circle


Sharda Centre

11/1 Erandwane

Off Karve Road

Pune - 411004.

Tel : +91-98-220-12345

Fax : +91-98-500-03298 / 3299

Email : [email protected]

Mumbai Circle


3rd floor, Windsor,off CST Road Kalina,

Santacruz East

Mumbai-400098.

Tel : +91-9702012345Fax : +91- 9702013111


NESAs Circle

Above Chevrolet Showroom

2nd Floor, BMS Tower

Nongthymmai, Lumsohphoh

Near Fire Brigade, Jowai Road

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Shillong: 14, India

Ph: 9089012345

Fax : 0364-2520221


Orissa Circle


Plot no 437, Ground Floor

Patia, Chandrasekharpur.

Bhubaneswar 751024, Orissa.

Tel (Board): 0674 2725920, Fax: 0674 2725987

Email ID : [email protected]

Punjab Circle


C 105, Industrial Area, Phase VIIMohali 160055, Punjab.

Phone: 98140 98140

Fax: 98140 12346


Rajasthan Circle

Idea Cellular Ltd.

1-2, Jai Jawan Colony,

Tonk Road, Jaipur

Rajasthan - 302018

Customer Care - 9887012345

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Fax No. - 0141 - 2724409


Tamilnadu

Idea Cellular Ltd.

PSA Fort, Plot Number A1, A2&B

Nehru Nagar Ist Main Road,

Off Old Mahabalipuram Road, Perungudi,

Chennai - 600096

Ph - 9092053500


UP (East) Circle

Idea Cellular Ltd.

10 Fortuna Towers

Rana Pratap Marg

Opp NBRI

Lucknow 226001

Customer Care : 9889012345

Fax : +91-522-4067731

Email: [email protected] (West) Circle


A-68, Sector-64,

NOIDA - 201301,

Phone: +9837012345,

Fax: +919917575888,E-Mail: [email protected]

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West Bengal


Srijan Tech Park,

7th floor, DN-52,

Sec -5, Salt Lake,

Kolkata-700091,

Phone No.09093012345,

Fax No. 9093118995,

E-Mail: [email protected]

DATA ANALYSIS AND INTERPRETATION

The present study on the topic CUSTOMER SATISFACTION

TOWARDS IDEA COMMUNICATION is confined to the selected areas

in Gudibande.

Page no. 47

ANALYSIS andINTERPRETATION
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A population of 50 respondents was identified on the basics of list of

Idea service consumers provided by the Idea outlets and remaining

respondents were identified from the source of my friends and neighbors.

These respondents consist of business people, professionals, students

house wives and others.

DATA ANALYSIS:

Quantitative analysis:

The data is collected through questionnaire with regard to perception

of respondent toward responses were analyzed quantitatively by tabulating

the responses for each factor with the help of finding the mean and its

percentage.

Qualitative Analysis:

The data collected checked for its relevance whenever and where

necessary in order to maintain the perfection with the results being

presented. The data collected through questionnaire regarding the purpose

of approval and positive and negative aspects of existing system were

analyzed quantitatively and inferences were summarized.

I have conducted a general survey on CUSTOMER SATISFACTION

TOWARDS IDEA COMMUNICATIONS IN GUDIBANDE, By taking

the sample of 50 Idea users.

1. Table showing the age group of different

respondents

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Analysis:

The 40% of respondents belong to the age group of 20 30

30% of respondents are between 30 - 40

20% of respondent are below 20 years

10% of the respondents are above 40 years.

Page no.

Age Respondents Percentage

Below 20 years 10 20%

20-30 years 20 40%

30-40 years 15 30%

Above 40 years 05 10%

Total 50 100

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Graph: 1

Graph showing age group of respondents

Inference:

From the above analysis, it can be said that the youngsters are more

attracted towards Idea in Gudibande.

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0

2

4

6

8

10

12

14

16

18

20

below

20yrs

20-30 yrs 30-40 yrs above 40

yrs


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2. Table showing the qualification of different respondents

Analysis:

36% of respondents belong to the PUC level

32% of respondents belong to the Graduation level

24% of respondents belong to the Post Graduation level

4% of respondents belong to SSLC level

4% of respondents belong to Illiterates.

Page no.

Particulars Respondents

Below SSLC 00

SSLC 02

PUC 18

Graduation 16

Post Graduation 12Illiterates 02

Total 50

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Graph: 2

Graphs showing the qualification of different respondents

Inference:

From the above analysis it can be said that the people who have

finished their PUC are more attracted towards Idea.

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0

2

4

6

8

10

12

14

16

18

below SSLC SSLC PUC Graduation Post

Graduation

Illiterates

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Graph: 3

Table showing the Occupation of different respondents

Analysis:

34% of the respondents are employees

28 % of the respondents are students

14 % of the respondents are house wives

10 % of the respondents are others

8 % of the respondents are business men

6 % of the respondents are Professions

Page no.

Occupation Respondents

Student 14

Employee 17

Business men 04

Profession 03

House wife 07

Others 05

Total 50

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Graph: 3

Graph showing the occupation of different respondents

Inference:

It can be said that Idea network is attracted towards employees

segment to a greater extent.

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0

24

6

8

10

12

1416

18

S t ud e n t E m p l oy e e B u si n e ss m e n P r o fe s si o n H o u se w i ve o th e r s

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4. Table showing the customer opinion towards their needs.

Needs Respondents

Necessity 32

Prestige 04

Style 02

Others 12

Total 50

Analysis:

64 % of the respondents are using for their necessity

24 % of the respondents are using for other purpose

08 % of the respondents are using for their prestige

04 % of the respondents are using for their style

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Graph: 4

Graph showing the customer opinion towards their need.

Inference:

From the above table we can see that majority of the respondents are

using mobile for necessity.

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5

10

15

20

25

30

35

Necessity Prestige Style Others


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5. Table showing sources that influenced the respondents to know about

the brand.

Analysis:

60% of the respondents are influenced by advertisements

28% of the respondents are influenced by television

08% of the respondents are influenced by neighbors

04% of the respondents are influenced by family influence

Page no.

Means of information Respondents

Advertisement 30

Press media 0

Television 14

Radio 0

Family/friends 2

Neighbors 4

Total 50

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Graph: 5

Graph showing sources that influenced the respondents to know

about the brand.

Advertisement(30)

Press (0)

Television (14)

Radio (0)

Family (2)

Neighbors (4)

Inference:

From the above analysis, it can be said that advertisements act asa major source of influence.

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6. Table showing that what influence the respondents to purchase Idea?


Price 24

Brand image 18

Design 00

Others 08

Total 50

Analysis:

48 % of the respondent purchases for its price

36 % of the respondent purchases for its brand image

16 % of the respondent purchases for its other purpose.

Graph: 6

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Graph showing the factors influenced to purchase the idea.

0

5

10

15

20

25

Price Brand

image

Design Others

Inference:

From analysis we can see that majority of the respondents are

purchasing for its brand image

7. Table showing the respondents opinion about the price aspects.

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Charges Respondents

Cheaper 12

Value for money 16

Reliable 20

Too heavy charges 2

Total 50

Analysis:

40% of the idea users are having the opinion charges are made is

reliable.


Value for money.


cheaper.

4% of the idea users are having the opinion charges are made is too

heavy charges.

Graph: 7

Graph show the respondent opinion about the price aspects.

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0

2

4

6

8

10

12

14

16

18

20

Cheaper Value for

money

Reliable Too heavy

charges

Inference:

From the analysis we can see that majority of the respondent feel the

pricing strategy is reliable.

8. Table showing the respondents planning to change the brand.


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Yes 05

No 45

Total 50

Analysis:

90% of the respondents are not interested to change the brand in

future.

10% of the respondents are interested in changing the brand in future.

Graph: 8

Graph showing the respondent planning to change the brand.

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Yes

No

Inference:

From the analysis we can see that majority of the respondents are

not interested to change the brand in future. This shows the strong

customer loyalty.

9. Table showing satisfaction of respondents towards advanced

facilities.


Yes 18

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No 32

Total 50

Analysis:

64% of the respondents are not satisfied towards new advanced

facilities.

36% of the respondents are satisfied towards new advanced facilities

Graph: 9

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Graph showing satisfaction of respondents towards advanced

facilities.

0

10

20

30

40

Yes No

West

West

Inference:

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From the above graph we can see that majority of the respondent

are not satisfied towards new advanced facilities.

10. Table showing that respondent ever used other brand


Yes 12

No 38

Total 50

Analysis:

76% of the respondents have ever used other brand.

24% of the respondents are used other brand.

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Graph: 10

Graph showing that respondent ever used other brand

0

5

10

15

20

25

30

35

40

Yes No

West

Inference:

From the above analysis 76% of the respondents have ever used

other brand.

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11. Table showing that respondent influencing the brand to others:


Yes 19No 31

Total 50

Analysis:

62% of the users are not wishing to influence their brand to other.

38% of the users are influencing there brand to other.

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Graph: 11

Graph showing that respondent influencing the brand to others

0

5

10

15

20

25

30

35

Yes No

Inference:

From the above analysis it shows that majority of the Idea users are

not wishing to influence their brand to others.

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12. Table showing that brand ambassador has influenced the

purchasing decision:


Yes 40

No 10

Total 50

Analysis:

80% of the respondents are influenced by brand ambassador to the

purchasing decision.

20% of the respondents are not influenced.

Graph: 12

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Graph showing that brand ambassador has influenced the

purchasing decision.

0

5

10

15

20

25

30

35

40

Yes No

Inference:

From the analysis we can see that majority of the respondents are

influenced by brand ambassador to the purchasing decision.

13. Table showing the dealers or agent service.

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Dealers or

Agent Service

Respondents

Excellent 07Good 13

Better 28

Worst 02

Total 50

Analysis:

56 % of the respondents are saying that dealers or agent service is Better.

26 % of the respondents are saying that dealers or agent service is Good.

14 % of the respondents are saying that dealers or agent service is Excellent.

04 % of the respondents are saying that dealers or agent service is Worst.

Graph: 13

Graph showing the Dealers or Agent service.

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Inference:

From the above analysis majority of the respondents are saying that

dealers or Agent service is better.

FINDINGS

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5

10

15

20

25

30

Excellent Good Better Worst


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The company should concentrate more towards targeting the

illiterates and old aged people.

The company should advertise as suitable to target over the

professionals and businessmen.

The company need to increase its goodwill as maximum subscribers

are using for their necessity instead of prestige.

The company should make efforts to attract other segment customers

along with students.

The company is essential to make efforts to replace the existing

advanced facilities with some others facilities.

The company should make efforts on existing customers to influence

their brand to others.

The company should guide the dealers and agents to fulfill the

customers needs from the betterment stage to excellent stage.

CONCLUSION

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As of today the concept of cellular phones is truly global. The Indian

market operates one of the largest telecom networks in Asia. The state has

suddenly become a hot bed for a host of communications basic service,

mobile and internet.

The projection shows that more number of subscribers will increase

yearly in India. As number of subscribers increase the demand for having

Idea cellular service connection will also increase.

Hence the company should well prepared for product, promotion and

positioning strategies, which must be lead by reasonable pricing strategy

to increase the marketing and customer satisfaction of Idea cellular

service.

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QUESTIONNARI

ES


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A SURVEY ON CUSTOMER SATISFACTION WITH

REFERENCE TO IDEA COMMUNICATION IN

GUDIBANDE.

I am NAGARAJUNA K.R VI Sem, B.B.M student of Shridevi

Degree College, Sira Road, Tumkur. As a part of study I am

undergoing a project on title A SURVEY ON CUSTOMER

SATISFACTION WITH REFERENCE TO IDEA

COMMUNICATION.

I request you to kindly spare some time to answer these

questions. All information given by you will be treated as confidential.

Thanking you,

NAGARJUNA K.R

PERSONAL DATA

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Name :

Age :

a. Below 20 yrs [ ] b. 20 30 yrs [ ]

c. 30-40 yrs [ ] d. above 40 yrs [ ]

Qualification :

a. Below SSLC [ ] b. SSLC [ ]

c. PUC [ ] d. Graduation [ ]

e. Post Graduation [ ] f. Illiterate [ ]

Occupation :

a. Student [ ] b. Employee [ ]

c. Business man [ ] d. Profession [ ]e. House wife [ ] e. Others [ ]

SURVEY RELATED TO THE TOPIC

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1. Are you using Idea?

a. Yes [ ] b. No [ ]

2. What is the need for using Idea?

a. Necessity [ ] b. Prestige [ ]

c. Style [ ] d. Others [ ]

3. How did you come to know about the brand?a. Advertisement [ ] b. Press [ ]

c. Television [ ] d. Radio [ ]

e. Family/Friends [ ] f. Neighbors [ ]

4. What are the factors influenced to purchase the Idea?

a. Price [ ] b. Brand image [ ]

c. Design [ ] d. Others [ ]

5. What is your opinion about the price aspects?

a. Cheaper [ ] b. Value for money [ ]

c. Reliable [ ] d. Too heavy charges [ ]

6. In future are you planning to change your brand?

a. Yes [ ] b. No [ ]

If yes give reason.

7. Are you satisfied with new advanced facilities?

a. Yes [ ] b. No [ ]

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8. Have you ever used other sim?

a. Yes [ ] b. No [ ]

9. Would you like to influence your brand to others?

a. Yes [ ] b. No [ ]

If Yes give reason

If No give reason

10. Does the brand ambassador have influenced your purchasing

decision?

a. Yes [ ] b. No [ ]

11. What is your opinion about the dealers or agent service?

a. Excellent [ ] b. Good [ ]

c. Better [ ] d. Worst [ ]

Page no. 81

BIBLIOGRAPH

Y


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1. Company Brochures

2. Book : Principles of Marketing

Author : PHILIP KOTLER

3. Book : Consumer Behavior

Author : SUJA R NAIR

WEBSITES:

WWW.IDEA CELLULAR.CO.IN

WWW.GOOGLE.CO.IN

WWW.ADITYA BIRLA.CO.IN

Documents

Nagarjuna's Project