A

PROJECT REPORT
ON
Consumer behaviour towards services
Submitted in the partial fulfillment in
Bachelor of Business Management
Submitted To: UMA MAHESHWARI MBA
Submitted By:

S. Nagadarshini
Roll no.8775028

Dr.Jyothirmayi Degree College

(Affiliated from Sri Krishna Devaraya University, Anantapur)

2009-2010

ADONI
CERTIFICATE
This is to certify that is the bonafide Project Work
entitled...............................................................................
..........................................................................carried out
by Miss....................................................................
Register
No....................................year
..........................................in
Partial fulfillment of the requirement for the award of
Degree of Bachelor of Business Management of Sri
Krishnadevaraya University, Anantapur.

Principal

Examiner
Project Guide

PROJECT GUIDE CERTIFICATE

This is to certify that the project work entitled A
STUDY ON CONSUMER BEHAVIOUR TOWARDS AIRTEL
SERVICES, is a bonafide work done by Miss. Sakaray.
Nagadarshini B.B.M, final year student of Dr.
Jyothirmayi Degree College,
Adoni carried out under my supervision. Further to the
best of my knowledge the project work submitted does
not form part of any thesis or dissertations on the basis of
which the Degree was conferred on an earlier occasion on
this any other candidate.
Place: ADONI
Date:

Miss. A. Uma
maheshwari

M.B.A
Faculty, Dept. of
Mgt.Studies
Dr. Jyothirmayi Degree College ADONI.

DECLARATION
I, Miss s. nagadarshini , a bonafide
student of
Dr. Jyothirmayi Degree College, Adoni would like to
declare that the project entitled consumer

behaviour towards AIRTEL Carried out for the

partial fulfillment of B.B.M Degree course of Sri
Krishna Devaraya University, Anantapur, is my
Original.

s. nagadarshini

B.B.M

ACKNOWLEDGEMENT

I would like to take an opportunity to thank all the people

in collecting the necessary information and making of the
report. I am grateful to all of them for their time and
wisdom.
My project becomes a reality only because of cooperation
of many people who had helped me in completing this
project. I sincerely extend my gratitude to MR. P. PAVAN
KUMAR M.B.A who has given me this golden opportunity
to have an insight in the corporate world and who has
been a source of guidance and support.

SAKARAY. NAGADARSHINI

CHAPTER-1
INTRODUCTION
CHAPTER-2
TELECOM INDUSTRY PROFILE
CHAPTER-3
COMPANY PROFILE
CHAPTER-4
OBJECTIVES
LIMITATIONS
SWOT ANALYSIS
RESEARCH METHODOLOGY
CHAPTER-5
DATA ANALYSIS

&
INTERPRETATION
CHAPTER-6
FINDINGS
SUGESSTIONS
CHAPTER-7
ANNEXURE
BIBILOGRAPHY
QUESTIONNAIRE

WHATS MARKETING ?
Our marketing experiences come in a variety of forms. Of course,
you participate in the marketing process every time you buy
goods & services. And odds are that you have had a job that
included some aspects of dealing with customers. You also
engage in a form of marketing when you join a campus
organization, support a seat in the class.

Ordinarily, marketing is considered as an activity performed by

business firms. However other types of organization and even
firms can also carry out the marketing by individuals. Marketing
has defined in various ways. The definition of marketing
applicable in business or a non-profit organization is as follows:

 Marketing is a total system of business activities designed to

plan, price promotes and distributes want satisfying to target to
achieve organization objectives.

This definition of marketing has two significance implications:

The entire system of business activities should be
customer
oriented customer wants to be recognized
and satisfied.
Marketing should start with an idea about a want
satisfying product and should not end until the
Customers wants are completely satisfied which may
be sometime after the exchange is made.

Another definition that serves pour purpose best is as follows:

 Marketing is a social and managerial process by which

individuals and groups obtain what they need want
through creating, offering and exchanging products of
value with others
This definition of marketing rests upon the following core
concepts needs, want, demand, product (goods &
services& ideas ), value cost and satisfaction, exchange &
transportation , relationships & networks, markets and
marketers and prospectus.

Consumer behaviour

Consumer orientation stems from the companys

adoption and implementation of the marketing concept. A
philosophy of every business unit, which has triple
implications namely:

 The victory of any business unit rests on consumers

who are willing to accept and pay for the products are
services.
The firm must be aware of what the market wants well
in advance of production and
Consumer wants must be monitored continuosly for
assured success over competitors.
The consumer are the orbiters of fortune in business in
highly competitive economic system, survival and growth
of firms warrants accurate knowledge about the
consumer behaviour How, Why, Where, what, When,
they buy? Understanding consumer is the crucial task of
every marketing manager.

Definition:
Professor Walter C.G and professor Paul G.W. it is the process
where by individuals decide whether, what, when, where, how and
from whom to purchase goods & services.
Steps In consumer buying process

The following are the five steps generally followed by the

consumer while buying a product.
1. need recognition:
Need recognition is the awareness of the want or a desire or a
consumption problem with out which satisfaction the consumer
feels restless and tension charged.
2. information search:
Consumer interest is indicated in the consumers willingness to
seek further information about the products or service. Since
there are varieties of products and he seeks to have maximum
satisfaction, he searches relevant information.
3. evaluation and intention:
The evaluation stage is the stage if mental trail product or a
services.

4. purchase decision:
Decision to purchase in lies consumer commitment for a
product or a services. Practically, it is the last stage in the

buying process because, it completes the exchange

process.

5. post purchasing reaction:

The post purchasing experience may be a set of positive
or negative dealings. Positive feelings or services will
result in repeat sales or at least recommending the
product or service creating anxiety and doubt.

Bharti Tele-Ventures

Bharti Tele-Ventures is one of India's leading private sector

providers of telecommunications services based on an aggregate
of 28,692627 customers as on September 30, 2006, consisting
of 27,061,349 GSM mobile and 1,631,278 broadband & telephone
customers
The businesses at Bharti Tele-Ventures have been structured into
three individual strategic units (SBUs)
1. mobile services
2. broadband and telephone services (B&T)
3. enterprise services
The Mobile services group provides GSM mobile services across
India in 23 telecom circles, while B&T business group provides
broadband & telephone services in 94 cities. The Enterprise
Services group has two sub-units carriers (long distance
services) and services top corporates. All these services are
provided under the Airtel brand.

Bharti Enterprises has been at the forefront of technology and has

revolutionized telecommunications with its world class products
and services. Established in 1976, Bharti has been a pioneering
force in the telecom sector with many firsts and innovations to its
credit.
Bharti is the leading cellular service provider, with a footprint in
16 states covering all four metros. It has over 12 million satisfied
customers

Bharti provides a range of telecom services, which include

Cellular, Basic, Internet and recently introduced National Long
Distance. Bharti also manufactures and exports telephone
terminals and cordless phones. Apart from being the largest
manufacturer of telephone instruments in India, it is also the first
company to export its products to the USA.
Bharti is the leading cellular service provider, with a footprint in
16 states covering all four metros. It has over 12 million satisfied
customers
Bharti Enterprises has successfully focused its strategy on
telecom while straddling diverse fields of business. From the
creation of 'Airtel', one of India's finest brands, to becoming the
largest manufacturer and exporter of world class telecom
terminals under its 'Beetel' brand, Bharti has created a
significant position for itself in the global telecommunications
sector. Bharti Tele-Ventures is today acknowledged as one of
India's finest companies, and its flagship brand 'Airtel', has over
12 million customers across the length and breadth of India.
While a joint venture with TeleTech Inc., USA marked Bhartis
successful foray into the Customer Management Services
business, Bharti Enterprises dynamic diversification has
continued with the company venturing into telecom software
development. Recently, Bharti has successfully launched an
international venture with EL Rothschild Group owned ELRO
Holdings India Ltd., to export fresh Agri products exclusively to
markets in Europe and USA

"What other operators have achieved in one to two years, Bharti

has done in just over a month. In July 2002, one out of every two
people buying a mobile across India chose AirTel. We are truly
proud to be spearheading the mobile revolution in the country."
Sunil Bharti Mittal, Chairman, Bharti Tele-Ventures

Vision
BY 2010 AIRTEL WILL BE THE
MOST
ADMIRED BRAND IN INDIA
TARGETED BY TOP TALENT
BENCHMARKED BY MORE
BUSINESS.

AIRTEL
Airtel comes to you from Bharti Tele-Ventures Limited - a
part of the biggest private integrated telecom
conglomerate, Bharti Enterprises. A consortium of giants
in the telecommunication business. In it's six years of
pursuit of greater customer satisfaction, AirTel has
redefined the business through marketing innovations,
continuous technological up gradation of the network,
introduction of new generation value added services and
the highest standard of customer care.
Bharti is the leading cellular service provider, with an all
India footprint covering all 23 telecom circles of the
country. It has over 12 million satisfied customers.
Cellular telephony was introduced in India during the
early 1990s. At that time, there were only two major
private players, Bharti (Airtel) and Essar (Essar) and
both these companies offered only post-paid services.
Initially, the cellular services market registered limited
growth.
Moreover, these services were mostly restricted to the
metros. Other factors such as lack of awareness among
people, lack of infrastructural facilities, low standard of
living, and government regulations were also responsible
for the slow growth of cellular phone services in India.

Although the cellular services market in India grew during

the late 1990s (as the number of players increased and
tariffs and handset prices came down significantly) the
growth was rather marginal. This was because the
cellular service providers offered only post-paid cellular
services, which were still perceived to be very costly as
compared to landline communications.

Following this realization, the major cellular service

providers in India, launched pre-paid cellular services in
the late 1990s. The main purpose of these services was
to target customers from all sections of society (unlike
post-paid services, which were targeted only at the
premium segment).

Bhartis Mission

To be globally
admired for telecom
services that delight
customers.
We will meet global standards for telecom services that
delight customers through:
Customer Service Focus
Empowered Employees
Cost Efficiency
Unified Messaging Solutions
Innovative products and services

 Error- free service delivery

Board of Directors
The Board of Directors of the Company has an optimum mix of
Executive and Non-Executive Directors, which consists of three
Executive and fifteen Non-Executive Directors.
The Chairman and Managing Director, Mr. Sunil Bharti Mittal, is an
Executive Director and the number of Independent Directors on
the Board is 50% of the total Board strength. The independence of
a Director is determined on the basis that such director does not
have any material pecuniary relationship with the Company, its
promoters or its management, which may affect the
independence of the judgment of a Director.
The Board members possess requisite skills, experience and
expertise required to take decisions, which are in the best interest
of the Company.
The composition of the Board is as under:

Name

Designation

Sunil Bharti Mittal

Ajay Lal
Arun Bharat Ram
Chua Sock Koong
Nikesh Arora
N Kumar
Pulak Chandan Prasad
Rajan Bharti Mittal
Name

Chairman and Managing director

Director
Director
Director
Director
Director
Director
Director
Designation

Manoj Kohli
Akhil Gupta
Bashir Abdulla Currimjee
Craig Ehrlich
Mauro Sentinelli
Paul O Sullivan
Quah Kung Yang

Joint Managing Director & CEO

Director
Director
Director
Director
Director
Director

Rakesh Bharti Mittal

Director

ACHIEVEMENTS

First to launch Cellular service on November 1995.

First operator to revolutionaries the concept of retailing with
the inauguration of AirTel Connect (exclusive showrooms) in
1995.

First to introduce push button phone in India.

First to expand it's network with the installation for second

mobile switching center in April, 1997 and the first to
introduce the Intelligent Network Platform First to provide
Roaming to its subscribers by forming an association called
World 1 Network.

First to provide roaming facility in USA. Enjoy the mobile

roaming across 38 partner networks & above 700 cities
Moreover roam across international destinations in 119
countries including USA, Canada, UK etc with 284 partner
networks.

BHARTI announces aggrement with VODAFONE marking the

entry of the World's Largest Telecom Operator into India

Bharti Enterprises and AXA Asia Pacific Holdings Limited

announce Partnership for a life insurance joint venture in
India

Airtel Launches future factory - Centres of Innovation to

Incubate Pioneering Mobile Applications

16 states, 600 million people. Only India's leading mobile

service offers you the truly 'freedom-packed' Prepaid!

It is also the first company to export its products to the USA

Vodafone to invest approximately Rs. 6,700 crores (approx.

USD 1.5 bn.) to acquire around 10% in Bharti Tele-Ventures
Ltd.
Bharti Enterprises, SingTel and Vodafone to take Bharti TeleVentures Ltd. to unassailable leadership position in India

The largest single foreign investment ever in the history

of India

The largest investment in the Indian telecom sector

Bharti establishes its supremacy in the Indian telecom market,

having attracted Asias best SingTel, and now worlds best
Vodafone.

Bharti set to gain global leadership in the telecom sector

Bharti Enterprises continues to hold shareholding

management control in Bharti Tele-Ventures.

and

AD

Awards for the year 2008-2009

BHARTI AIRTEL DRAWS TOP
EXCELLENCE AWARDS 2008

HONORS

AT

THE

MIS

ASIA

IT

BHARTI AIRTEL AMONG THE TOP 10 BEST PERFORMING COMPANIES

IN THE WORLD ACCORDING TO BUSINESSWEEK IT 100 LIST.

SUNIL BHARTI MITTAL IS THE CEO OF THE YEAR AT THE FROST AND
SULLIVAN ASIA PACIFIC AWARDS 2008 AND BHARTI AIRTEL BAGS
WIRELESS SERVICE PROVIDER OF THE YEAR AND COMPETITVE
SERVICE PROVIDER OF THE YEAR.

BHARTI TELE-VENTURES IS THE BEST INDIAN CARRIER AT THE

TELECOM ASIA AWARDS 2008

AirTel: Appropriating the value of

'expression'
Over the last couple of years, the market has grown considerably,
with deeper penetration and wider usage of voice and data
services, accompanied by much higher competitive intensity,"
Atul Bindal, chief marketing officer, Bharti TeleVentures, expands
on this. "In this context, differentiating merely on network,
coverage and SMS is just not enough. You need to go beyond all
the rational identifiers - which are prerequisites in any case - and
connect at a deeper level. We needed a strong differentiator in an

increasingly commoditized and crowded market. We found this

differentiator in a core human truth that defines our category which is that there are moments when you need to make your
point, when you need to be heard. Expressing and communicating
are perhaps two of the most basic emotions.

AirTel enables you to make your point in the most

expressive way, anytime, anywhere. The campaign is
towards owning this through 'Express yourself.' We
believe 'Express yourself' allows us to connect at a deeper
level and create a long-term platform for the brand."
For AirTel, the challenge also lay in presenting a unified 'face' to
the consumer. This assumes significance when viewed in the light
of the company's pre- and post-paid communication, which, in the
past, had been treated very differently. Brand image, as a result,
was being driven in two different dimensions. "Brand AirTel is a
category leader straddling completely different market segments
such as consumer, business and corporate, as well as different
voice, data and payment platforms," says Bindal. "'Express
yourself' enables the brand to unify and connect across the entire
base of our existing and prospective customers."

One of the most obvious benefits of owning a property such as

'candid expression' (and 'Express yourself') is the expansive
nature of the thought. "The moment you have as broad a canvas
as 'Express yourself', it becomes easy for anyone working on the
brand to come up with new ideas and executions. That's what
makes a good campaign idea," observes Rediff's Prashant
Godbole, who, along with creative partner Zarvan Patel,

conceived the campaign. This is just the proverbial tip of the

iceberg, Patel adds. "We will be taking the idea forward in many
different ways in the forthcoming work," he informs. Patel also
credits his creative team for "fleshing out the idea".

In October 2002, Magic led the market, with 30% of the market
share. Bharti claimed that its strategies were one of the most
ambitious experiments ever in the Indian pre-paid cellular
telephony market. However, given the increasing competitive
pressure, doubts were being expressed regarding the ability of
Bharti's marketing initiatives to help Magic retain its 'Magic' in the
future.

AIRTEL BROADBAND
Bharti Televentures is the fixed line operator business of Airtel. In
the recent branding exercise, all the services have been offered
under the Airtel brand. Data is the next driver for growth. This is
clear to the operators who have belatedly realized the
implications for having a pie in all the segments of

telecommunications. Hence Bharti ventured in the broadband

market.
However, the main contention in the broadband market is the
price offering which includes the bandwidth costs as well as the
cost of laying down the copper wire. Typically, in the mentality of
the profit making exercise, Airtel has so far focused only in those
areas where it perceives that a huge market is present. However,
I still hold that their thrust should be in smaller towns and cities
where BSNL would ultimately usurp their potential customer
based.

It seems that their fancily paid MBAs havent really understood

the success of BSNL who focused on the B and C class cities
where it has drawn unparalleled support despite the lousy
customer experiences. This is because of the absence of any
other operator.
The current offerings by Airtel does not really enthuse a potential
customer who is looking at sustained data transfer. It is the classic
case of having something better than nothing.
Add to the lousy customer care that Airtel is slowly perfecting, it is
staffed with people who usually land up in their jobs with little
idea of their job profile. The so-called Tech engineers have often
been unable to help a customer who is facing issues with the
connectivity. I have read first person accounts for the same.

AIRTELs ENTERPRISE SERVICES

The company is a part of Bharti Enterprises, and is India's
leading provider of telecommunications services. The businesses
at Bharti Airtel have been structured into three individual
strategic business units (SBUs) - mobile services, broadband &
telephone services (B&T) & enterprise services. The mobile
services group provides GSM mobile services across India in 23
telecom circles, while the B&T business group provides broadband
& telephone services in 90 cities. The Enterprise services group
has two sub-units - carriers (long distance services) and services
to corporates. All these services are provided under the Airtel
brand.
Our Services:

Voice Services
Mobile Services

Satellite Services

Managed Data and Internet Services

Managed e-Data Services

AIRTEL SERVICES
AIRTEL NEWS
Bharti Airtel inks USD 400 million network expansion contract
with NOKIA
Bharti Airtel limited: Q2 cash profit exceeds Rs. 1,600 crores,
PBT croses Rs. 1,000 crores.
Bharti Airtel is amongst Indias Most Admired Knowledge
enterprises in 2006.
Sunil Bharti Mittal receives The Honorary Fellowship from
IETE.
Bharti Airtel to Observe Silent period from October 1, 2006.
Notice of postal ballot for seeking consent of the
shareholders on scheme of
amalgamation of
Satcom Broadband Equipments Limited and Bharti Broadband
Limited with Bharti Airtel Limited

PROMOTIONAL STRATEGY
After the liberalization of the Indian Telecom Sector in 1994, the
Indian cellular market witnessed a surge in cellular services. By
2005, there were a total of 12 players in the market with the five
major players being Bharti Tele-Ventures Limited (Bharti), Bharat
Sanchar Nigam Limited (BSNL), Hutchinson-Essar limited (Hutch),
Idea Cellular limited (Idea) and Reliance India Mobile (RIM) (Refer
Exhibit I).
All the players except RIM offered services based on the Global
System for Mobile (GSM) technology. RIM provided services based
on Code Division Multiple Access (CDMA) technology as well as
GSM.
As competition in the telecom arena intensified, service providers
took new initiatives to woo customers. Prominent among these
were - celebrity endorsements, loyalty rewards, discount coupons,
business solutions and talk time schemes. The most important
consumer segments in the cellular industry were the youth
segment and the business class segment. The youth segment was
the largest and fastest growing segment and was therefore
targeted most heavily by cellular service providers.
Bharti Tele-Ventures adopted celebrity endorsement as its chief
promotional strategy. By 2004 it emerged the unprecedented
leader commanding the largest market share in the cellular
service market. (Refer Exhibit II). Hutch implemented the celebrity
endorsement strategy partially, relying primarily on its creative
advertising for the promotion of its brand. BSNL, on the other
hand, attracted the consumer through its low cost schemes. Being
a state owned player, BSNL could cover rural areas, and this
helped it increase its subscriber base. Reliance was another
player that cashed on its innovative promotional strategies, which

included celebrity endorsements and attractive talk time

schemes. Idea, relied heavily on its creative media advertising
sans celebrities.

RAHMAN TUNE CROSSES AIRTELS

EXCLUSIVITY BARRIER
October 04, 2002

Cellular service provider AirTel seems to have hit the right note
with its new commercial starring musician A R Rahman. The
commercial which is currently on air has a beat which also
doubles up as a ringtone which is ostensibly available only to
AirTel users. But the interesting part is that the ringtone is being
flaunted not just by AirTel customers but by customers of rival
service providers like BPL, Orange and Dolphin as well!
We did expect the tune to catch up but this has really exceeded
our expectations, admits Bharti Cellulars chief marketing officer
(western region) Pratik Pota. Overall, he explains, it is a great
advertising product for AirTel and works like a walking, talking
brand ambassador.
The ringtone which is also the jingle for AirTels TV commercial, is
proving to be a potent advertising tool for the company. It is not
very clear what this means for the other cellular operators.
Cellular users have been forwarding the tune to one another,

which according to Mr Pota, has given AirTel a chance to enter the

mind of the user irrespective of which service he opts for.
It gives the user a chance to go back to the AirTel product and
acts as a strong reminder medium, he explains. Marketing
professionals like Samsika Marketing Consultants managing
director Jagdeep Kapoor point to the usage of an audio celebrity
as something that is significant.

The normal practice is to opt for film stars and sportsmen rather
than an audio personality he says.
Rivals, though seemingly unfazed by the phenomenon, seem to
be doing their own homework on this brand of advertising. While
none of them commented on AirTels strategy and its impact on
their own subscriber base, one advertising professional working
with a rival service provider opines that the tune is transient
and not likely to have any long term impact as a brand building
tool.

Being the latest entrant in the Mumbai circle, AirTel has had to
find ways of cutting through the clutter.
Says Mr Kapoor, AirTel will have try to find ways to attract new
customers and convert the existing ones. Explaining that the
usage of an audio celebrity was more strategic than tactical, he

adds that non-AirTel users will have the AirTel brand experience
inspite of not using the service.
While Mr Pota highlights the fact that the usage of the tune by
other operators means free advertising for AirTel and the
users having a positive disposition towards the product, the
nature of reaction from competition remains unclear.
Competition will not do well to adopt a knee jerk reaction and will
have to come out with advertising that is well thought out
explains Mr Kapoor. He anticipates a situation where the new
entrant (AirTel) will continue to be more aggressive.

TENDULKAR & SHAHRUKH.

Both Tendulkar and King Khan already share the frame for soft drinks
major PepsiCo India. Tendulkar is not the first cricketer to endorse
Bhartis Airtel brand. Indian captain Saurav Ganguly had done so
when Airtel launched its service in the eastern metropolis of Kolkata
in 2001.
Though company executives were mum on the value of the
Tendulkar deal, those in the advertising fraternity peg the signing
rate for the three-year deal anywhere between Rs 8 crore and Rs 10
crore.
Both Sachin and Shah Rukh are two of the most sought after celeb
endorsers in the country, with the former edging out the latter in the
celeb endorsement race. The Master Blasters portfolio includes

brands like Colgate Pamolive, ESPN-STAR Sports, Pepsi, MRF, Boost,

TVS, Palio, Visa, Adiddas and Britannia. The leading brands endorsed
by Khan include Hyundai, Pepsi, Airtel, Tag Huer, Clinic All Clear,
Bagpiper and Videocon, among others. According to company
executives, the idea of roping in Tendulkar is in line with the groups
strategy to connect to the mass market through celeb endorsers
from movies, cricket and music. For mass connect, Shah Rukh and
Sachin are the best bet as brand endorsers, says a senior company
executive. Bharti plans to launch a multimedia campaign targetting
its service at the mass market.

OBJECTIVE
The objective of my project report is to study the advertising
strategy of
AIRTEL Cellular service and its effect on mobile users existing
and who are
going to use mobile service in future. In other words, my aim is to
study the
Advertising Effectiveness of AIRTEL Cellular service.

 To find out whether the consumers are aware of the products

value added services
To find out the position of the AIRTEL network services
regarding promotional activities like value added services etc
To find out whether the sim providers, dealers and other
customers are satisfied with the activites
To know the price level and coverage areas of the AIRTEL
NETWORK
To know the satisfactory levels of the customers
To find out the new strategies for the improvement in
satisfactory levels of consumers

limitations
Though every effort has been made to take the comprehensive,
study of the project there are limitations like.

The survey was limited to kurnool city only.

 some people answer casually, those may not

be accurate.
Time has been another constraint.
The study has been centered to only 50
customers rather than
millions of customers
around the nation.
The study is based on the response of the
respondents and is assumed that they are honest in
their response.
The method used in this project are random
sampling method and results obtained may not be
fully accurate and believable.
Some of the customers were indifferent to
answer some questionnaire. This might make the
data incomplete and hence may not be accurate.

SWOT ANALYSIS
The overall evaluation of the companys strengths,
weaknesses, oppurtunities, and threats is called SWOT
analysis.

S=STRENGTHS
High brand image.
Capacity to invest huge amounts .
The available technology .
No seasonal fluctuations in sales.
Even rural areas are giving sufficient sales.
Market potential is very and simply
unimaginable.
Once the customers are aware of the benefits,
the sales automatically increases.
variety of services in AIRTEL LIVE.
launch of prepaid segment.

W=Weakness
Large network is required.
Advertising is required to push the brand into the market.
poor billing system.

 jumping of calls.
No voice clarity.

O=Oppurtunities
Growing need of mobiles.
Increasing awareness among the people.
usage of optic fiber.
providing internet facilities.

T=Threats
Instable government licensing system.
Government policies and regulations.
Growing competition.

FINDINGS
From the analysis it can be concluded that reasonable market
is occupied by AIRTEL cell.

 From the survey it is found that the promotional activities takeup by AIRTEL is good.

It is found that majority of the users are aware of the product

through TV, ad, and news papers, rather than the other media.

The survey states clearly that the services rendered by the

dealers are satisfactory

It is clear from the analysis that the consumers prefer AIRTEL

cell because of its qualities, effectiveness and brand brand image.

From the survey it is found that many of the consumers are

aware of AIRTEL

From the survey it is that a majority of the respondents are

male and the rest are females.

It is found that consumers belong to different occupations,

family incomes, etc., are using mobile services.

From the study conducted, it is clear that consumers main

reason why they have have opted mobile is necessity, growing
standard of living, fashion, awareness and growing competition
are the main factors that have got the customers attracted to
AIRTEL.

From the survey, we come to know that price and services are
considered as the major factors for opting to a particular brand.

SUGGESTIONS

 Voice clarity and a validity of network should be improved.

More offers should be introduced to retain customers especially
during festival days.
Improve the promotional activities in the marketing
department.
Reduction in the price rates for each call.
Need to improve coverage and network conditions in village
areas.
Reduce the pre-recorded messages in the mobile which comes
through this network.
Frequency of waves produced should be lowered, such that it
should not harm the health of the people.
Need to improve more n more offers to attract the middle class
people.
Need to improve the services of the customer care unit.
Need to introduce the more n more recharge cards even at the
cheaper rates.

RESEARCH METHODOLOGY
Data is collected from both the Primary sources i.e. questionnaire
and also
from Secondary sources.

Primary sources:
The primary source of data collection is through questionnaire. The
questionnaires are distributed among 100 peoples and their view is
recorded
and used in analyzing the data

Secondary sources :
AIRTEL distributions centers and AIRTEL Customer Care.
The secondary sources includes online sites, newspapers and
templates from

People know about AIRTEL cellular service throgh

30 % Friends
70% Advertisements
5% Other Sources

Comment: from the above table we can conclude that the

people know about airtel cellular services out of 100 % coverd by
30% of friends, 70% of advertisement, 5% other sources.

Feature of AIRTEL forced people to use AIRTEL is

35% Advertisements
20% Connectivity
10%Schemes
35%Goodwill

Comments: from the above table we can conclude that the

feature of airtel forced to use airtel is out of 100% covered by
35% with advertisements, & 20% by connectivity, 10% through
schemes, remaining 35% of good will.

Peoples first choice of cellular service when they want to use

mobile phone
AIRTEL 45%
HUTCH 30%
IDEA 8%
RELIANCE 10%
TATA INDICOM 5%
OTHERS 2%

Comment: from the above information we can conclude that if

the people want to use mobile phones by mentioning services
out of 100% , 45% of respondents are having airtel, 30%
Vodafone, 10% reliance, 8% idea, 5% tata indicom, 2% others.

Feature of AIRTEL is better than the peoples previous cellular

service.
Advertisements 25%
Connectivity 60%
Schemes 15%

Comment: from the above table we can conclude that feature of

airtel is better than the previous cellular services through
advertisements 25%, 60% through connectivity, 15% through
schemes.

AIRTEL users in peoples phone book

Less than 30%

15%

30% - 70%

25%

More than 70%

60%

Comment: from the above table we can conclude that airtel

users in peoples phone book is less than 30% is 15%, 30%70% is 25%, more than 70% is 60%.

Type of advertisement mostly like by people in AIRTEL is

Audio Visual : 85%
Print

: 2%

Audio

: 13%

Comment: from the above table we can conclude that

advertisements mostly like by people in airtel is 85% in audio
visual, 13% in print, 2% in audio.

Celebrity liked by people very much in AIRTEL

Sachin

: 55%

Shahrukh

: 38%

Kareena

: 2%

A. R. Rehman : 5%

Comment: from the above we can come to know that celebrity

liked by people very much in airtel is 55% for sachin, 38% for
shahrukh, 5% for a.r.rehman , 2% for kareena.

People take benefits of schemes offered by AIRTEL

YES : 85%
NO : 13%
CANT SAY : 2%

Comment: from the above table people take benefits of

schemes offered by airtel is 85% of people said yes, 13% said no,
& remaining people i.e., 2% of people said cant say.

People like most in AIRTEL is

NOKIA + AIRTEL : 86%
AIRTEL MAGIC

: 5%

Postpaid services

: 8%

AIRTEL Broadband: 1%

Comment: from the above table we can come to know that

people like most in airtel is nokia + airtel is 86%, airtel magic is
5%, 8% for post paid, 1% for airtel broad brand.

Service liked by people most in AIRTEL is

AIRTEL missed you service : 63%
Ring tones

: 15%

Hello tunes : 22%

Comment: from the above table we can con conclude that

services liked by people most in airtel is 63% airtel missed you
service, 22% through hello tunes, 15% for ring tones.

People participate contest offered by AIRTEL like BID TO WIN, LIL

CHAMPS
YES : 72%
NO

: 28%

Comment: from the data we can conclude that people

participate contest offered by airtel like BID TO WIN, LITTLE
CHAMPS respondents are satisfied with 72% said yes 28% were
said no

Type of recharge cards liked by people

More talk time : 23%
More validity
Both

: 15%

: 62%

Comment: from the above table we can conclude that type of

recharge cards liked by people more is 23% are satisfied with
more talk time, 15% satisfied with more validity, and remaining
were 62% were satisfied with both.

AIRTEL is #1 in India
Yes : 95%
No

: 5%

Comment: from the above information we can conclude that

airtel is no:1 in India
95% of people are said yes, and 5% people said no%

CONCLUSION
The conclusion of my study is that AIRTELs Advertising has a
major impact its users. People like its schemes very much
.AIRTEL had created a very good image on the mind of the new
users of cellular service. AIRTEL has adopted a very good
strategy by providing a new connection with NOKIA who is
market leader in mobile set, many new users buy Nokia sets
and they get a free connection of AIRTEL. AIRTEL is successful
in capturing the highest market share by adopting Celebrity
Endorsement Strategy. A.R. Rehmaans tune for AIRTEL worked
as free advertising for AIRTEL as another service user uses it
too. Other celebrities like Shahrukh Khan (bollywood) and
Sachin Tendulkar (Cricket) has also contributed very much in
AIRTEL.

RECOMMENDATIONS
By virtue of its connectivity and advertising strategy AIRTEL is
successful in grabbing the highest market share in India, but there
are still some recommendations from my study point of view is that
AIRTEL needs to make its network service more stronger than other
service providers to dominate the market in future too.
AIRTEL should introduce cheaper recharge cards than the
other because its competitor HUTCH had introduced it.
AIRTEL should sign more celebrities from cricket and
bollywood.

BIBLIOGRAPHY
ON-LINE WEBSITE :
.

WWW.GOOGLE.CO.IN
WWW.AIRTEL.CO

Times of India (15 Oct 2006- 2 Nov 2006)

Marketing Management, Dr. S.L. Varshney and

NEWSPAPERS:

BOOKS:

Dr. R.L. Gupta, Third Revised Edition,

Sultan Chand and Sons.

QUESTIONNAIRE
NAME:
ADDRESS:
OCCUPATION:
AGE:
GENDER:
1) Are you a cell phone user or a land line user?
a) cell phone user

b) land line user

2) if you are a cell phone user then please state the network you are using?
a) Airtel

b) Vodafone c) BSNL d) idea

e) docomo

f) Reliance

3) Do you like using Airtel network?

a) yes b) no
4) why do like using Airtel network?
.
5) How do you come across Airtel?
a) Advertisement b) Friends c) Neighbors d) Relative

6) For how long you have been using this network?

a) 1 year b) 2 years c) more than 2 years d) recently used

7) Are you satisfied with the present network?

a) yes

b) no

8) Are you satisfied with present coverage provided by this network?

a) yes

b) no

9) can you give any one reason, for using AIRTEL?

a) Better network

b) more coverage

10) How can you rate the level of satisfaction of the AIRTEL network?
a) poor b) good c) better d)excellent
11) Have you ever suggested this network to others?
a) yes

b) no

12) Are you satisfied with the various facilities provided by the AIRTEL?
a) yes

b) no

13) Do you want to make any improvements in the following features.!

a) network b) coverage c) low tariff rates d) offers e) customer care
14) According to your opinion does Airtel network reached upto your expectations?
a) satisfied b) Not satisfied

15) Express your views regarding Airtel land line:

.
.
16) can you give valuable suggestions and improvements to Airtel
.
.
17) Which celebrity you like very much in AIRTEL?
a) Sachin b) Shahrukh c) Kareena d) A.R.Rehman