Respondent No Airtel User Would you recommend Airtel

1 Yes Yes
2 Yes Yes
3 No No
4 Yes Yes
5 Yes Yes
6 Yes Yes
7 No No
8 Yes Yes
9 No Yes
10 Yes Yes
11 Yes Yes
12 No No
13 Yes No
14 Yes Yes
15 Yes Yes
16 No No
17 No Yes
18 No Yes
19 No No
20 No No
21 No Yes
22 Yes Yes
23 No No
24 No No
25 Yes Yes
26 Yes Yes
27 Yes Yes
28 Yes Yes
29 Yes Yes
30 Yes Yes
31 Yes Yes
32 No No
33 Yes Yes
34 Yes Yes
35 Yes Yes
36 No No
37 Yes Yes
38 Yes No
39 Yes Yes
40 No No
41 Yes No
42 No No
43 No No
44 Yes No
45 Yes Yes
46 No No
47 Yes Yes
48 No No
49 No No
50 Yes Yes
If other players reduce prices will you still use Airtel
Yes
Yes

Yes
Yes
No

Yes

Yes
Yes

No
Yes
Yes

Yes

Yes
Yes
No
Yes
No
Yes
Yes

No
No
Yes

Yes
No
Yes

Yes

No
Yes

Yes

Yes
 Please choose one of the following players for the following attributes
Airtel Vodafone BSNL

S.No Leader Respectable Successful Humble Approachable

1 airtel airtel airtel airtel airtel
2 reliance tata airtel tata vodafone
3 vodafone tata vodafone tata reliance
4 bsnl airtel airtel bsnl airtel
5 vodafone airtel bsnl reliance vodafone
6 airtel airtel airtel airtel airtel
7 vodafone airtel bsnl vodafone vodafone
8 vodafone vodafone vodafone vodafone vodafone
9 airtel bsnl reliance bsnl vodafone
10 reliance reliance airtel tata vodafone
11 bsnl vodafone airtel tata airtel
12 reliance vodafone airtel airtel vodafone
13 airtel vodafone vodafone vodafone airtel
14 airtel tata airtel airtel airtel
15 airtel reliance airtel tata airtel
16 tata reliance airtel airtel airtel
17 airtel airtel reliance airtel vodafone
18 bsnl airtel tata airtel tata
19 airtel vodafone airtel vodafone vodafone
20 vodafone bsnl airtel bsnl bsnl
21 airtel vodafone reliance tata tata
22 bsnl tata airtel tata airtel
23 vodafone vodafone vodafone vodafone vodafone
24 airtel vodafone relience bsnl vodafone
25 airtel airtel relience tata tata
26 bsnl tata airtel tata tata
27 airtel bsnl airtel tata airtel
28 relience vodafone airtel bsnl airtel
29 airtel bsnl relience airtel vodafone
30 airtel airtel airtel vodafone airtel

Brands Leader Respectable Successful Humble Approachable

Airtel 14 9 17 8 12
Vodafone 6 9 4 6 12
Reliance 4 3 6 1 1
Bsnl 5 4 2 5 1
Tata 1 5 1 10 4
players for the following attributes
Tata Reliance

Honest Powerful Sincere Creative/Innovative Reliable

airtel airtel airtel airtel airtel
tata bsnl tata airtel airtel
tata reliance bsnl vodafone airtel
airtel reliance airtel reliance airtel
vodafone vodafone vodafone vodafone airtel
airtel airtel airtel airtel airtel
vodafone airtel airtel airtel airtel
vodafone vodafone vodafone vodafone airtel
vodafone reliance vodafone airtel vodafone
tata reliance tata airtel vodafone
airtel airtel airtel vodafone vodafone
reliance vodafone reliance vodafone vodafone
airtel airtel vodafone vodafone vodafone
tata airtel airtel airtel vodafone
airtel airtel airtel airtel vodafone
vodafone vodafone vodafone airtel airtel
airtel reliance airtel vodafone airtel
tata bsnl airtel tata airtel
vodafone vodafone vodafone vodafone Bsnl
vodafone airtel vodafone vodafone Bsnl
vodafone airtel vodafone airtel Bsnl
vodafone vodafone vodafone airtel Bsnl
vodafone vodafone vodafone vodafone tata
airtel airtel vodafone tata tata
airtel airtel airtel airtel airtel
airtel airtel airtel airtel reliance
tata relience tata relience reliance
airtel vodafone airtel relience airtel
bsnl bsnl airtel airtel Tata
airtel airtel airtel vodafone vodafone

Honest Powerful Sincere Creative/Innovative Reliable Total

12 13 14 14 13 126
10 8 11 11 8 85
1 6 1 3 2 28
1 3 1 0 4 26
6 0 3 2 3 35
300
Percentage
42%
28%
9%
9%
12%
 Quality Price
Superior (1) Price not a barrier (1)
Good (2) Price is a minor barrier (2)
Acceptable (3) Price is a major barrier (3)
Poor (4) Price is a absolute barrier (4)

Brands Airtel
S.No Quality Price Purchase Monthly Spend Continuity
1 2 2 1 300 1
2 2 2 1 250 1
3 3 1
4 1 2 1 500 1
5 2 2
6 1 2 1 400 2
7 2 2 1 600
8 2 1
9 1 2 1 650 1
10 1 1 1 700 1
11 3 1
12 2 2 1 200 1
13 2 2 1 300 2
14 2 3 1 250 2
15 2 2
16 1 1 1 950 1
17 2 1 1 675 1
18 2 2
19 2 2
20 3 3
21 1 2
22 1 2 1 300 1
23 2 2 1 450 2
24 2 2
25 1 1 1 500 1
26 1 2 1 700 1
27 2 2 1 600 1
28 2 1 1 400 1
29 1 3 1 200 2
30 1 2 1 250 1
Which brand will you like to purchase (1 under purchase)

Vodafone Reliance
Quality Price Purchase Monthly Spend Continuity Quality Price
2 2 3 2
2 2 3 4
3 3 1 300 2 2 1
2 2 3 2
2 2 1 400 1 2 2
2 2 2 2
2 2 2 2
1 2 3 2
2 2 3 2
1 2 2 2
3 3 1 250 1 2 1
2 2 3 2
2 1 2 3
3 3 2 3
2 2 1 500 2 2 2
2 1 2 2
2 2 1 2
3 2 3 3
1 2 1 400 2 3 2
1 2 1 300 1 3 3
2 2 1 600 1 3 3
2 2 2 2
2 2 2 3
2 1 1 550 1 3 3
2 2 2 2
2 2 3 2
2 2 3 2
2 2 2 2
2 3 1 3
2 3 3 3
 Reliance BSNL
Purchase Monthly Spend Continuity Quality Price Purchase
3 2
3 2
3 3
4 2
2 2
2 2
2 2
1 600 1 3 2
4 2
2 2
3 3
3 2
2 3
3 3
2 2
2 3
3 2
1 1 1
4 2
4 1
4 3
2 2
2 3
4 1
2 2
3 2
3 2
3 2
1 3
2 3
BSNL
Monthly Spend Continuity

500 1
Belief Grid Belief Grid
Quality Quality
1 2 3 4 1
Price Price
1 3 3 2 0 1 1
2 7 12 0 0 2 0
3 1 1 1 0 3 1
4 0 0 0 0 4 0

Behaviour Grid Behaviour Grid

Quality Quality
1 2 3 4 1
Price Price
1 3 2 0 0 1 1
2 6 7 0 0 2 0
3 1 1 1 0 3 0
4 0 0 0 0 4 0

Belief Grid % out of 30 Belief Grid

Quality Quality
1 2 3 4 1
Price Price
1 10% 10% 7% 0% 1 3%
2 23% 40% 0% 0% 2 0%
3 3% 3% 3% 0% 3 3%
4 0% 0% 0% 0% 4 0%

Belief Grid % of purchaser Belief Grid

Quality Quality
1 2 3 4 1
Price Price
1 100% 67% 0% 0% 1 100%
2 86% 58% 0% 0% 2 0%
3 100% 100% 100% 0% 3 0%
4 0% 0% 0% 0% 4 0%

Avg Monthly spend by purchasers 9175 Avg Monthly spend by purchasers

Quality Quality
1 2 3 4 1
Price Price
1 2150 1075 0 0 1 500
2 2800 2700 0 0 2 0
3 200 250 0 0 3 0
4 0 0 0 0 4 0

Purchaser who will continue Purchaser who will continue

Quality Quality
1 2 3 4 1
Price Price
1 3 2 0 0 1 1
2 5 4 0 0 2 0
3 0 0 0 0 3 0
4 0 0 0 0 4 0
 Belief Grid
Quality
2 3 4 1 2 3
Price
0 0 0 1 0 2 0
7 8 3 2 1 9 8
4 3 1 3 1 3 5
0 0 0 4 0 0 1

Behaviour Grid
Quality
2 3 4 1 2 3
Price
0 0 0 1 0 0 0
0 0 0 2 0 0 1
0 0 0 3 0 0 0
0 0 0 4 0 0 0

% out of 30 Belief Grid % out of 30

Quality
2 3 4 1 2 3
Price
0% 0% 0% 1 0% 7% 0%
23% 27% 10% 2 3% 30% 27%
13% 10% 3% 3 3% 10% 17%
0% 0% 0% 4 0% 0% 3%

% of purchaser Belief Grid

Quality
2 3 4 1 2 3
Price
0% 0% 0% 1 0% 0% 0%
0% 0% 0% 2 0% 0% 13%
0% 0% 0% 3 0% 0% 0%
0% 0% 0% 4 0% 0% 0%

ly spend by purchasers 500 Avg Monthly spend by purchasers

Quality
2 3 4 1 2 3
Price
0 0 0 1 0 0 0
0 0 0 2 0 0 600
0 0 0 3 0 0 0
0 0 0 4 0 0 0

who will continue 500 Purchaser who will continue

 Quality
2 3 4 1 2 3
Price
0 0 0 1 0 0 0
0 0 0 2 0 0 1
0 0 0 3 0 0 0
0 0 0 4 0 0 0
 Belief Grid
Quality
4 1 2 3 4
Price
0 1 0 3 0 0
0 2 4 17 1 0
0 3 0 2 3 0
0 4 0 0 0 0

Behaviour Grid
Quality
4 1 2 3 4
Price
0 1 0 1 0 0
0 2 2 3 0 0
0 3 0 0 2 0
0 4 0 0 0 0

% out of 30 Belief Grid % out of 30

Quality
4 1 2 3 4
Price
0% 1 0% 10% 0% 0%
0% 2 13% 57% 3% 0%
0% 3 0% 7% 10% 0%
0% 4 0% 0% 0% 0%

% of purchaser Belief Grid % of purchaser

Quality
4 1 2 3 4
Price
0% 1 0% 33% 0% 0%
0% 2 50% 18% 0% 0%
0% 3 0% 0% 67% 0%
0% 4 0% 0% 0% 0%

600 Avg Monthly spend by purchasers 3300

Quality
4 1 2 3 4
Price
0 1 0 550 0 0
0 2 700 1500 0 0
0 3 0 0 550 0
0 4 0 0 0 0

600 Purchaser who will continue 3300

 Quality
4 1 2 3 4
Price
0 1 0 1 0 0
0 2 1 2 0 0
0 3 0 0 1 0
0 4 0 0 0 0
 Total Loyalty

Brands Purchasers Purchasers % Continuity Continuity%

Airtel 20 67% 14 70%
Vodafone 8 27% 5 63%
Bsnl 1 3% 1 100%
Reliance 1 3% 1 100%

Equity Market Share Vs Market Share

Brands Sales Mkt Share % Loyalty Contribution

Airtel 9175 68% 70% 6422.5
Vodafone 3300 24% 63% 2062.5
Bsnl 500 4% 100% 500
Reliance 600 4% 100% 600
13575 100% 9585

Leveragiblity

Sales Loyalty Loyalty sales Sales

Brands Q1P2 Q1P2 Q1P2 Q2P1
Airtel 2800 83% 2333.33 1075
Vodafone 700 50% 350 550
Bsnl 0 0 0 0
Reliance 0 0 0 0

Weightage
Quality
1 2 3 4
Price
1 5 4 3 2
2 4 3 2 1
3 3 2 1 1
4 2 1 1 1

No. of
Respondents Airtel BSNL Reliance Vodafone
Q1P1 15 5 0 0
Q1P2 20 0 0 4
Q2P1 8 0 0 4
Q2P2 12 0 0 6
Q3Q3 0 0 1 1
Total 55 5 1 15

Brands Market Share Brand Equity Index Share Quality Index

Airtel 68% 55 37.17%
BSNL 4% 5 0.20%
Reliance 4% 1 0.04%
Vodafone 24% 15 3.60%

Total Loyalty
Brands Purchasers Purchasers % Continuity
Airtel 20 67% 14 70%
Vodafone 8 27% 5 63%
Bsnl 1 3% 1 100%
Reliance 1 3% 1 100%
ket Share

Equity Share
67%
22%
5%
6%

Loyalty Loyalty sales Leveragiblity

Q2P1 Q2P1 Index
100% 1075 68%
100% 550 39%
0 0 0%
0 0 0%