A STUDY ON CUSTOMER

SATISFACTION WITH
SPECIAL REFERENCE TO
COIMBATORE CITY
Chapter I
 INTRODUCTION

• A business term is a measure of how products and service

supplied by a company meet or surpass customer expectation. It
is seen as performance indicator within business and is part of the
four perspective of a balance scorecard.
• In a company market place where business competes for
customer, customer satisfaction is seen as a key differentiator and
increasingly has been become a key elements of business
strategy.
 OBJECTIVES

• To study the socio economic background of the respondents.

• To study the purpose of using micromax mobile
• To study which mobile service have used by the respondents.
• To study the reasons for using the micromax mobile.
• To study the level of satisfaction of the respondents towards
various factors of the micromax mobile.
 SCOPE OF THE STUDY

• This study undertakes to know the customer satisfaction of

micromax mobile from the professionals,
• This study undertakes to know the customer satisfaction of
micromax mobile from the employees business and all age group
people.
• It also throws light on the factors that influences them to go for a
particular micromax mobile.
 STATEMENT OF THE PROBLEM

• The usage of the mobile is increasing day by day.

• The availability of mobile phones at moderate prices paves way for
establishment of various types of mobile services provider is gaining
popularity and acceptance in the market particularly in Coimbatore
city.
• This gave an idea to the researcher to make a study on the customer
satisfaction towards micromax mobile in Coimbatore city.
• The Response of customers, so as to determine this scope and fact of
this business.
 LIMITATION OF THE STUDY

• The study is limited to data collected through structured and

closed end questionnaire.
• The accuracy of the information depends upon the respondents.
• The data collected is limited to the customers in Coimbatore city.
• The respondents view and opinions may hold good for the time
being and may vary in the future.
Chapter II
 REVIEW OF THE LITERATURE

• Torstein J Garrotte, Wolfgang Ramsb, Andreas Schindler (2001), This study gives the customer
retention (CR), loyalty (CL), and satisfaction (CS) are important (intermediate) goals for
telecommunication network operators on their way to superior economic success in the liberalised
German market Torsten J Gerpotta, Wolfgang Ramsb, Andreas Schindler, Customer retention, loyalty,
and satisfaction in the German mobile cellular telecommunications market, Telecommunications Policy,
Volume 25, Issue 4, May 2001, Pages 249–269
• Torsten J Gerpotta, Wolfgang Ramsb, Andreas Schindler, Customer retention, loyalty, and satisfaction in the German mobile cellular
telecommunications market, Telecommunications Policy, Volume 25, Issue 4, May 2001

• ZillurRahman, (2004), The objective of this paper is to analyse the notion of customer
satisfaction and to discuss the viability of quality as a source of sustainable competitive
advantage. Further, how a well‐known quality technique can be adopted for use in service
environment and for development of customer focused service is also demonstrated.
ZillurRahman, (2004) "Developing customer oriented service: a case study", Managing
Service Quality: An International Journal, Vol. 14 Iss: 5, pp.426 – 435
• Nehru Sharma (2004), This article develops and validates a psychometrically sound
multi-item measure of service performance in mobile communications. A pool of 16
items was developed to cover the hypothesised multiple aspects of service
performance and tested using a sample of 120 customers. Neeru Sharma Associate
Director & SatinderOjha, Measuring service performance in mobile communications,
The Service Industries Journal, Volume 24, Issue 6, 2004
• Roma MitraDebnath, Ravi Shankar, (2008), This paper employs the method of data
envelopment analysis (DEA) to compare the relative efficiency of mobile service
providers in India. The identification of the strongest and the weakest service
providers could be very useful in improving their efficiency and performance. Roma
MitraDebnath, Ravi Shankar, (2008) "Benchmarking telecommunication service in
India: An application of data envelopment analysis", Benchmarking: An International
Journal, Vol. 15 Iss: 5, pp.584 – 598
Chapter III
 PROFILE OF THE COMPANY

• Micromax Informatics Limited is one of the leading consumer

electronics company in India and the 10th largest mobile phone
player in the world. Over the past decade, Micromax has
pioneered the democratization of technology in India by offering
affordable innovations through their product offerings and
removing barriers for large scale adoption of advanced
technologies. Micromax is currently the 2nd largest smartphone
company in India. Micromax is a brand which is close to the heart
of the youth and celebrates the vibrancies of life and
empowerment
 PRODUCT

• Micromax products have become an extension of the Indian youth's lifestyle and
dynamism. The company has many firsts to its credit when it comes to the mobile
handset market including the 30-day battery backup, Dual SIM Dual Standby phones,
QWERTY keypads, universal remote control mobile phones, first quad-core budget
smart phone etc. The brand's product portfolio embraces more than 60 models today,
ranging from feature rich, dual-SIM phones, 3G Android smartphones, tablets, LED
televisions and data cards. Micromax sells around 2.3 million Mobility Devices every
month, with a presence in more than 560 districts through 1, 25,000 retail outlets in
India.
 OVERVIEW OF MICROMAX MOBILE

• Micromax's Canvas smartphone series has been considered by many to be the best
thing that the popular Indian handset maker has ever done. After forging a
formidable reputation for itself in the budget Android smartphone segment,
Micromax of late has begun to aim a bit higher, with products such as the Canvas
Doodle 2 and Canvas Turbo.After lots of speculation, Micromax has now finally bitten
the octa-core bullet and has done so with a vengeance in terms of both specifications
and price with its latest launch, the Canvas Knight. Just as PC makers used to boast
about the clock speed of the processors powering their devices, smartphone
manufacturers are now doing the same.
Chapter IV
 RESEARCH METHODOLOGY
• RESEARCH
• Research as an organized, systematic, data based, critical, objective, scientific, injury or
investigation into a specific problem, undertaken with the purpose of finding answers or solutions
to it.The information provided could be the result of a careful analysis of data gathered first and or
of data that are already available in the company, industry; archives etc. data can be quantitative or
qualitative.
• PRIMARY DATA
• The study is mainly based on the primary data. First hand information is collected and used in the
study.
• Convenient sampling method is adopted in selecting the respondents. Data was collected from the
sample of 100 respondents in Coimbatore city.
• Mobile telecommunication in Coimbatore city.
SECONDARY DATA
• Necessary data information is collected from sources in newspapers, magazines and journals.

by using simple percentage method

Chapter V
 ANALYSIS AND FINDINGS
• Majority 54% respondents owned prepaid connection.
• 27% respondent’s average monthly expense on mobile usage is between Rs.401-600. Majority 64%
respondents residency location is urban.
• Majority 42% respondents are under upto 25 years age group.
• Majority 55% respondents are female category.
• 37% of the respondents education is upto college level .
• 31% of the respondents occupation is private sector.
• 36% of the respondents income level is between Rs.20001 and Rs.30000.
• Majority 61% respondents are unmarried.
• 40% ofrespondents family size is above 5 members.
• 29% respondents came to know about it by television.
• Majority 53% respondents are attracted by the concept of value added services.
• Majority 81% respondents are using GSM Mobile technology.
• 21% respondents are using Airtel network.
• 32% respondents are using the particular service for 5 – 8 years.
• 42% respondents are using their mobile for personal use.
• 47% respondents method of billing is per second.
• Majority 72% respondents are makingonlylocal calls.
• Majority 79% respondents are using internet on their mobile.
• 71% respondents are using 2G connection.
• Majority 69% respondents monthly data usage is upto IGB.
• Majority 77% respondents said, due to impact of advertisement they have selected this particular mobile services.
• Majority 71% of the respondents said they are using do not disturb service.
• Majority 57% respondents said mobile number portability option is beneficial.
• 46% of the respondents are satisfied about Brand Image
• 37% of the respondents are satisfied about Life of the Product,
• 50% of the respondents are satisfied about Price
• 33% of the respondents are satisfied about Durability
• 24% of the respondents are satisfied about Service Provided by the Micromax service centre
• 39% of the respondents are satisfied about Battery Backup
• 33% of the respondents are satisfied about Appearance
• 39% of the respondents are satisfied about Accessories
• 39% of the respondents are satisfied about Camera / Video Quality
• 32% of the respondents are satisfied about Audio output
• 29% of the respondents are satisfied about Other Accessories
 CONCLUSION

• 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. Telecom services have been recognised the world over as an
important tool for socio-economic development of a nation. It is one of the prime support services
needed for rapid growth and modernisation of various sectors of the economy. India is currently
the world’s second-largest telecommunications market and has registered exceptional growth in
the past few years. The reasons for growth of the telecom sector in India are reform measures by
the Government of India, active participation of the private sector, and wireless technology.