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MARWADI EDUCATION FOUNDATION GROUP OF
INSTITUTE
RAJKOT
“Critically analyze the customer preference and satisfaction
measurement in Indian Telecom Sector”
SUBMITTED BY
PRITESH RADADIYA
SUBMISSION DATE
14/12/2016
GUIDED BY
Assistant Professor
Mr. Siraj Bloch
Affiliated
Gujarat Technological University
Enrolment No
1608092165
2
PREFACE
In this era, Expert knowledge and specialized skill are becoming
necessities for overall development in every field and also in our day to day life
as well. Different institutions are engaged in providing training and knowledge in
this regard.
M.B.A. is two year degree course. It includes theoretical portion as well as
practical training as part of its curriculum.
In accordance to it, I Study about “TELECOM SECTOR”
3
DECLARATION
I the undersigned RADADIYA PRITESH S. the student of F.Y.M.B.A.in
MARWADI EDUCATION FOUNDATION GROUP OF INSTITUTE
hereby declare that the project work presented in this project is my own work and
is carried under supervision of Assistant Professor Mr. Siraj Bloch
This project has not been previously submitted to any other institution or
university for my examination.
DATE :
PLACE : RAJKOT
SIGNATURE
PRITESH RADADIYA
4
Contents SYNOPSIS ................................................................................................................................................. 5
Point Of Parity ......................................................................................................................................... 6
RESERCH METHOLOGY ............................................................................................................................ 7
Point Of differentiator ............................................................................................................................ 8
My Point Of Different .............................................................................................................................. 9
Market Share ........................................................................................................................................ 10
Literature review :- ............................................................................................................................... 11
Reseech paper:-1 .............................................................................................................................. 11
Research paper 2 .............................................................................................................................. 12
Research paper:3 .............................................................................................................................. 13
Research paper:4 .............................................................................................................................. 14
HYPOTHESIS .......................................................................................................................................... 15
RESERCH & FINDING ............................................................................................................................. 17
Questionnaire ....................................................................................................................................... 37
Bibliography .......................................................................................................................................... 40
5
SYNOPSIS
Aim The aim of this study is to analyze critically the customer preference and
their satisfaction in Telecom Sector.
Objectives of the study
1. To understand the improvement and customer preferences in
telecome sector.
2. To study the service providers and their service quality in the
telecom sector.
3. Main objective identify the opportunity.
4. Product like and disliking.
5. Which age of people consider product.
6. Survey and observation.
7. To meager of customer satisfaction level.
8. To study customer buying behavior and factors which influence the
purchase decision process.
9. To know how the company has been successful in encountering the
aggressive marketing strategies of competitors.
6
Point Of Parity
• Every company same marketing strategy.
• Every company same pricing strategy.
• Advertising policy.
• Every company wild market cover.
• Every company same technology.
• Every company same packaging strategy follows.
7
RESERCH METHOLOGY
Research methodology is a way to systematically do the job. It may be understood as a
science of studying how research is done scientifically. The most desirable approach with
regards to the selection of the research methodology depends on the nature of particular work,
time and resources available along with the desire level of accuracy.
Research Type Descriptive Research
Data Source Primary Data and Secondary data
Research Instrument Questionnaire design and Govt. sources
Type of Questionnaire Structured
Sampling Method Judgmental
Contact Method Personal Interview
Data Analysis & Interpretation
Data Interpretation & Finding of customer Survey
Market share
8
Point Of differentiator
Company Different
Vodafone High Coverage
Airtel Very Best offers
Telenor Free voice call gate
Reliance Jio Low cost High data Give
BSNL Best value add service give
9
My Point Of Different
• My service provided best network and coverage give to
customers.
• My service tower less radiation generated.
• My service tower energy generated solar power.
• My service night calling free to enjoy best service.
• Customers free insurance.
• Free night data.
• Launch 5g speed data.
10
Market Share
Airtel
Vodafone
BSNL
Idea
Reliance JIO
Other
SALES
11
Literature review :- Reseech paper:-1
(Kumar, 2014)
Tital: Key Words: Service Marketing, Opportunities, Risk, Emerging
Trends.
Abstract:_ India telecom sector has emerged as one of the fastest
growing economies in the world today. One of the sectors that has
shown the signs of profitability and contributed significantly to the
country's economy is the telecom industry. In fact, the Indian telecom
market has gained recognition as one of the most lucrative markets
globally. The telecom industry has been divided into two major
(Kumar, 2014)segments, that is, fixed and wireless cellular services.
for this report In the backdrop of all these developments the present
paper makes an attempt to: understand with the good opportunities in
the telecom services, how to face the risk in the telecom services, the
emerging trends that are being followed in present scenario in telecom
services.
Objectives 1. To understand the opportunities in telecom services.
2. To understand the risk in telecom services
3. To knowing the emerging trends in telecom services
12
Research paper 2
(Venkatesh, 2008)
Abstract
With liberalization and subsequent DE monopolization in the
fixed-line telephone service segment in India, the market scenario
changed from that of single-player to multi-players. As the number of
players increased, the level of expectations of the users has also
increased, since in a competitive environment, the consumers not only
have luxuries of choice but also have enough freedom to exert their
preferences and thus enjoy a higher bargaining power. To match the
expectations of the consumers, the Indian telcos have started providing
them with a plethora of value additions, apart from the basic service
offerings. At this juncture it is important to analyze the behavior of the
service users, in the context of their expectations pertaining to fixed-
line services versus their satisfaction levels of the same. This will
provide enough insights on the gaps based on which suggestions can
be provided to the players to sketch out new strategies, based on the
demands of the hour. The paper examines the expectations and
satisfaction levels of the service users, using fixed-line telephone
services, and identifies the service gaps. It also provides the
recommendations to the service providers to gain an edge in the highly
competitive telecom market of India.
Keywords: gap analysis in services, user behavioral research, analysis
of fixed-line services, competition in telecom service segment, Indian
telecom policy, growth of telecommunication services in India.
13
Research paper:3
(Khizindar, 2015)
ABSTRACT: This research aims to evaluate the effect of the variables;
namely, price, service quality, brand image and trends on customer
loyalty of service providers of mobile phones in Saudi Arabia. A
questionnaire was developed and distributed to a convenient sample
throughout the major cities of Saudi Arabia. A total of 775 were
returned representing a response rate of 89.6%. The study showed that
the majority of respondents had prescribed to more than one service
provider at the same time. Additionally, it was revealed that all the
variables tested; price, service quality, brand image and trends, had a
direct effect on customer loyalty of service provider. Results obtained
from this research will offer necessary feedback for improving a
company’s strategy, marketing mix, services, and product offerings,
thereby, achieve customer satisfaction and improve their customer
loyalty while attracting new ones.
KEYWORDS: Price, service quality, brand image, trends, customer
loyalty, mobile phones, Saudi Arabia.
14
Research paper:4
(Zahoor, 2015)
ABSTRACT Society today has made itself so used to
telecommunication that the world would collapse if it was taken away.
The reason for the tremendous growth of telecommunications is
because we needed a better way to relay messages to each other.
Globalization has made telecommunication an integral part of the
infrastructure of the Indian economy. India's telecommunication
network is the second largest in the world based on the total number of
telephone users (both fixed and mobile phone). It has one of the lowest
call tariffs in the world enabled by the mega telephone networks and
hyper-competition among them. It has the world's third-largest Internet
user-base. According to the Internet and Mobile Association of India
(IAMAI), the Internet user base in the country stood at 190 million at
the end of June, 2013. Major sectors of the Indian telecommunication
industry are telephony, internet and television broadcasting. In this
research paper, main emphasis has been placed to bring to light the
history and development of telecommunication sector in India. It also
uncovers the importance of telecom sector in India and the various
factors that have played a major role in facilitating the growth of
telecom sector in India. Data has been collected from multiple sources
including books, journals, websites, newspapers etc. The paper
describes the current scenario of Indian telecom sector.
Keywords: National Telecom Policy 2012; Telecommunication
Sector; Telecom Circles
15
HYPOTHESIS
1Research
ObjectiveTo identify the opportunities in telecom sector
Dependent Variable Opportunities in telecom sector
Independent Variable 5G Rural area Free calling
H0 5G brings new opportunities for telecom sector
H1 5G does not brings new opportunities for telecom sector
H0 To expand telecom business in rural area brings new opportunities
H1 To expand telecom business in rural area does not brings new opportunities
H0 Free calling gives new opportunities to telecom sector
H1 Free calling does notgives new opportunities to telecom sector
2Research
ObjectiveTo study the factors affecting while choosing telecom company
Dependent Variable Factors affecting while choosing telecom company
Independent Variable Network Data speed Rate of Calling
H0 People consider network while selecting telecom company
H1 People does not consider network while selecting telecom company
H0 People consider speed of data while selecting telecom company
H1 People does not consider speed of data while selecting telecom company
H0 People consider rate of calling while selecting telecom company
H1 People does not consider rate of calling while selecting telecom company
16
3Research
ObjectiveTo know about the likes & dislikes of the customers in the telecom sector
Dependent Variable Liking & disliking of customers in telecom sector
Independent Variable Network coverage Rate of callingServices
H0 People like good network coverage
H1 People dislike good network coverage
H0 People likes rate of calling
H1 People dilikes rate of calling
H0 People likes extra services
H1 People dislikes extra services
4Research
ObjectiveTo study about which group of people prefer telecom company
Dependent Variable Group of people prefer telecom company
Independent Variable Professionals Businessmen Students
H0 Group of professional people prefer telecom company
H1 Group of professional people does not prefer telecom company
H0 Group of businessmen people prefer telecom company
H1 Group of businessmen people does not prefer telecom company
H0 Full claim received at the time of Maturity satisfied customers
H1 Full claim received at the time of Maturity not satisfied customers
17
RESERCH & FINDING
1) From which city belong to?
Age %
Below 15 1.4%
15 - 18 9.9%
19 - 23 52.1%
24 - 28 19.7%
29 - 35 12.7%
36 - 42 2.8%
Above 42 1.4%
In above Pai Chart that maximum people age 19-23
1%10%
52%
20%
13%
3%1%
SALES
Below 15 15 - 18 19 - 23 24 - 28 29 - 35 36 - 42 Above 42
18
2) What is your gender?
Gender
Male 60%
Female 40%
In above chart male 60% female 40%
Gender
Male Female
19
3) What is your education level?
Education Level
Elementary 11.3%
School High School 12.7%
Collage 32.4%
Diploma University Degree 8.5%
Graduate Degree 35.2%
In above chart maximum education level Collage & Graduate Degree
32.4% or 35.2%
Elementary
School High School
Collage Diploma University
Degree
Graduate Degree
EDUCATION
20
4) What is Your Monthly income?
Income
0-25000 39.4
25000-45000 23.9
45000-60000 21.1
60000-85000 9.9
Above 85000 5.6
In above chart Maximum people 0-25000 Monthly income
Sales
0-25000 25000-45000 45000-60000 60000-85000 Above 85000
21
5) Do you think wireless telecommunication play an important role in
your daily life?
Yes 92.9
No 7.1
Maximum people agree Telecom sector important role play daily life
Role
Yes No
22
6) Would you please tell me how long you are using telecommunication
for your daily activity?
Use
1-3 14.1
3-6 38
6-9 19.7
9-above 28.2
Maximum People Using 3-6 Over Telecommunication
1 to 314%
3 to 638%
6 to 920%
9- Above28%
Sales
1 to 3 3 to 6 6 to 9 9- Above
23
7) Which company would you like preferred to practice?
Company
Idea 57.7
Reliance JIO 67.6
Airtel 52.1
BSNL 21.1
Telenor 5
Maximam people Recent use Jio 4g
Idea
Reliance JIO
Airtel
BSNLTelenor
SALES
24
8) What is Telecommunication company main economic activity?
Activity
Commercial trade 29.6
Order 16.9
Communication 45.1
Banking Sector 8.5
Maximam people agree to communication to main parpose of telecome sector.
Commercial trade
Order
Communication
Banking Sector
SALES
25
9) Have you used any wireless telecommunication service such as
cellular telephone service, paging service, etc. in the past?
Yes 74.3
No 10
May be 15.7
0
10
20
30
40
50
60
70
80
Yes No May be
Series 1
Series 1
26
10. Rank below that describes how do you satisfy the wireless
service provider you currently using?
Very Satisfied 31
Satisfied 26.8
Neutral 33.8
Unsatisfied 4.2
Very Unsatisfied 4.2
Minimum people to unsatisfied of wireless service provided.
0
5
10
15
20
25
30
35
40
Very Satisfied Satisfied Neutral Unsatisfied Very Unsatisfied
Series 1
Series 1
27
11. What is the most important factor(s) you considered when you
choose a mobile telecommunication service provider?
Price 52.1
Customer Service 42.3
Location Of Dealer 5.6
Maximum people response price factor Affected of telecom sector.
Sales
Price Customer Service Location Of Dealer
28
12. What is/will the purpose of your mobile telecommunication
service is?
Personal Uses 33.8
Business Uses 33.8
Other Purpose 9.9
Both equal to telecom sector use personal & business uses.
Sales
Personal Uses Business Uses Other Purpose
29
13. What is the source of the information about the
telecommunication service provider if you plan to have one?
Magazine 15.5
Friends 36.6
Newspaper 31
Flyer 5.6
Commercial 11.3
In above chart to clearify the maximam source of information about
telecommunication with friends.
Sales
Magazine Friends Newspaper Flyer Commercial
30
14. What are the most common difficulties the company
experienced by relocating its networking business activities?
No problems 53.5
Total costs exceeded expectations 15.5
Quality service/product below
expectations
25.4
Breach of contract agreements 5.6
In Above chart maximaum people no problame of relocating networking
0
10
20
30
40
50
60
No problems Total costs exceededexpectations
Quality service/productbelow expectations
Breach of contractagreements
Series 1
Series 1
31
15. Which telecommunications feature or Services you think is/are
important to your life?
Digital camera & video recorder 15.5
Multimedia messaging 8.5
Internet Connection 57.7
Music files as ring tone 1.4
Electronic Wallet 0
Video Conferencing 4.2
M-Shopping 12.7
In above chart internet service important of life.
Digital camera & video recorder
Multimedia messaging
Internet Connection
Music files as ring tone
Electronic Wallet
Video Conferencing
M-Shopping
SALES
32
16. Which range of people actually use telecommunication for
maximum purpose?
5-10 22.5
10-20 32.4
20-40 31
40-Above 14.1
23%
32%
31%
14%
Sales
5 to 10 10 to 20 20 to 40 40-Above
33
17. How do you find the behavior of customer care executives of
your service provider?
Professional & prompt 28.2
Not responding 28.2
warm & helpful 36.6
Lazy and slow 7
Maximum people statisfied of customer service
Professional & prompt
Not responding
warm & helpful
Lazy and slow
SALES
34
18. Which technology would you prefer?
CDMA 19.7
GSM 18.3
Both 62
In above chart to maximum people to use of both technology network.
0
10
20
30
40
50
60
70
CDMA GSM Both
Series 1
Series 1
35
19. What are the major criteria to increase more sales on mobile
operators?
Personal selling 26.8
Direct marketing 19.7
Advertising 43.7
Sales agent 9.9
In above cher advertising main fector to increase telecome sector
activities.
Personal selling
Direct marketing
Advertising
Sales agent
Sales
Personal selling Direct marketing Advertising Sales agent
36
20. Do you think Telecommunication Company doing all kind of
social activity and maintain a good customer relationship?
Yes 73.2
No 8.5
Maybe 18.3
In above chart Maximum people agree to Telecommunication Company
doing all kind of social activity and maintain a good customer relationship
0
10
20
30
40
50
60
70
80
Yes No Maybe
Series 1
Series 1
37
Questionnaire
General Question :( Place with a tick mark, where you stand, in the options
below)
Q1.What is Your age?
Below 15
15 - 18
19 - 23
24 - 28
29 - 35
36 - 42
Above 42
Q2. What is your gender?
Male Female
Q3. What is your education level?
a. Elementary School d. High School
b. College Diploma e. University Degree c. Graduate Degree
Q4. What is Your Monthly income?
a. 0-25000
b. 25000-45000 c. 45000-60000 d. 60000-85000 e. Above 85000
38
Q5. Do you think wireless telecommunication play an important role in your daily life?
a. Yes b. no
Q6. Would you please tell me how long you are using telecommunication for your daily
activity?
A. 1-3 B. 3-6 C. 6-9 D. 9-above
Q7. Which company would you like preferred to practice?
A. Idea B. Reliance JIO C. Airtel D. BSNL E. Telenor Q8. What is Telecommunication company main economic activity?
a. Commercial trade b. manufacturing c. Communications d. Banking
Q9. Have you used any wireless telecommunication service such as cellular telephone service,
paging service, etc. in the past?
a. Yes b. No
Q10. Rank below that describes how do you satisfy the wireless service provider you currently
using?
a. Very Unsatisfied b. Unsatisfied c. Neutral d. Satisfied
e. Very Satisfied
Q11. What is the most important factor(s) you considered when you choose a mobile
telecommunication service provider?
a. Price b. Promotion/Advertising c. Customer Service d. Location of Dealer
Q12. What is/will the purpose of your mobile telecommunication service is?
a. Personal Uses b. Business Uses c. other purpose
Q13. What is the source of the information about the telecommunication service provider if
you plan to have one?
A. Magazine B. Commercial C. Flyer D. Newspaper E. Friends
39
Q14. What are the most common difficulties the company experienced by relocating its
networking business activities?
A. No problems
B. Total costs exceeded expectations
C. Quality service/product below expectations
D. Breach of contract agreements
Q15. Which telecommunications feature or Services you think is/are important to your life?
A. Digital camera & video recorder
B. Multimedia messaging
C. Internet Connection
D. Music files as ring tone
E. Electronic Wallet
F. Video Conferencing
G. M-Shopping
Q16. Which range of people actually use telecommunication for maximum purpose?
A. 5-10 B. 10-20 C. 20-40 D. 40-above
Q17. How do you find the behavior of customer care executives of your service
provider?
a. Professional & prompt B. Not responding C. warm & helpful D. Lazy and
slow.
Q18. Which technology would you prefer?
A. CDMA B. GsM C. both
Q19. What are the major criteria to increase more sales on mobile operators?
A. Personal selling B. Direct marketing C. Advertising D. Sales agent
Q20. Do you think Telecommunication Company doing all kind of social activity and
maintain a good customer relationship?
A. Yes B. No
40
Bibliography Khizindar, T. M. (2015, june). AN EMPIRICAL STUDY OF FACTORS AFFECTING CUSTOMER LOYALTY
OF. British Journal of Marketing Studies, 3, 98-115. Retrieved from
http://www.eajournals.org/
Kumar, D. (2014, February 28). TELECOM SERVICES: EMERGING TRENDS, OPPORTUNITIES AND RISK.
34-41. Retrieved from http://www.consultingnetwork.co.in/emerging-trends-in-telecom-by-
ashutosh-madan/416/
Venkatesh, S. (2008). Analysis of gaps in telecommunication services – a study with respect. 4, 64-76.
Zahoor, Z. (2015, march). AN OVERVIEW OF INDIAN TELECOM SECTOR. Available online on
www.abhinavjournal.com 62, 4, 62-69. Retrieved from www.dot.gov.in/content/chairmans-
desk
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