Summer Internship Report

On

Understanding Brand Presence of Airtel

ByDipika Kukreja

A0101909220MBA Class of 2011

In Partial Fulfillment of Award of Master of Business Administration

AMITY BUSINESS SCHOOLAMITY UNIVERSITY UTTAR PRADESH

SECTOR 125, NOIDA - 201303, UTTAR PRADESH, INDIA2010

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AMITY UNIVERSITY UTTAR PRADESH

AMITY BUSINESS SCHOOL

DECLARATION

I, Dipika Kukreja student of Masters of Business Administration from Amity Business

School, Amity University Uttar Pradesh hereby declare that I have completed Summer

Internship on “Understanding Brand Presence Of Airtel” as part of the course

requirement.

I further declare that the information presented in this project is true and original to the best

of my knowledge.

Date: 30/06/10 Dipika Kukreja

Enroll. No: A0101909220

Place: Delhi MBA Class of 2011

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Acknowledgement

Perseverance, inspiration and motivation have always played a key role in the success

of any venture. A successful and satisfactory completion of any project is the

outcome of the invaluable aggregate contribution of different personal fully in radical

direction, explicitly or implicitly.

Whereas vast, varied and valuable reading efforts leads to substantial acquisition of

knowledge via books and allied information sources, true expertise excludes from

collateral practical works and experiences.

I highly solicit my Faculty guide for launching me into this foray and for giving

time-to-time suggestion and his valuable guidance, co-operation, inspiration and keen

supervision to my project

I also wish to express my gratitude to Ms. Preeti Sharma, Head Brand and

Communication who has extended her kind help, guidance and suggestion without which

it could not have been possible for me to complete this project report.

Dipika Kukreja

Amity Business School

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Executive Summary

Indian Telecom Sector is booming at the moment. It is an integral part of our economy. I got

the privilege of working with India’s top telecom service provider Airtel in its Marketing and

communication(MARCOM) department , Mobile services division of Delhi circle on the

project “Understanding Brand Presence of Airtel”.

The main objective of doing this project was to understand the most popular Value Added

Service(VAS) among youth from the retailer’s point of view, youth requirements from a

telecom operator, reviewing the presence of various telecom operators during admission time

in Delhi University and to analyze the Retailers Effectiveness Index(REI) in North Delhi.

For accomplishing these objectives, Questionnaire, On field observations and Mystery

shopper methods were used to collect data.

The main findings of the project were -SMS was found to be the most demanded VAS

among youth as per retailers, Airtel is most popular and widely used brand among youth

mainly because of its good network and Vodafone is the upcoming brand which has emerged

as a telecom operator that provides ‘Value for Money’, Airtel was most active in promoting

and reaching out to the youth during admission time in Delhi University and Airtel’s REI

was also good as compared to other telecom operators in North Delhi region.

The major suggestion on the basis of the findings is that Airtel should come up with more

youth oriented products and marketing campaigns as Vodafone is catching up and is close to

Airtel in all the aspects. So Airtel must keep a tab of all the activities that its competitors are

carrying out, specially Vodafone to retain its position as a market leader.

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CONTENTS

Declaration

Certificate from Industry Guide

Certificate from Faculty guide

Acknowledgement

Executive Summary

S.No. Chapter Name Page No.

1 Introduction 8

2 Literature Review 26

3 Research Methodology 29

4 Data Collection 30

5 Data Interpretation & Analysis 32

6 Conclusions & Suggestions 65

References

Annexure

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Introduction

Indian Telecom Industry

The Indian telecommunications industry is one of the world's fastest growing industries,

with 653.92 million telephone (landlines and mobile) subscribers and 617.53 million mobile

phone connections as of May 2010. It is also the second largest telecommunication network

in the world in terms of number of wireless connections after China. The Indian Mobile

subscriber base has increased in size by a factor of more than one-hundred since 2001 when

the number of subscribers in the country was approximately 5 million to 617.53 million in

May 2010.

As the fastest growing telecommunications industry in the world, it is projected that India

will have 1.159 billion mobile subscribers by 2013. Furthermore, projections by several

leading global consultancies indicate that the total number of subscribers in India will exceed

the total subscriber count in the China by 2013. The industry is expected to reach a size of

Rs 344,921 crore (US$ 73.47 billion) by 2012 at a growth rate of over 26 per cent, and

generate employment opportunities for about 10 million people during the same period.

According to analysts, the sector would create direct employment for 2.8 million people and

for 7 million indirectly. In 2008-09 the overall telecom equipments revenue in India stood at

Rs 136,833 crore (US$ 29.15 billion) during the fiscal, as against Rs 115,382 crore

(US$ 24.58 billion) a year before.

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Indian Telecommunications at a glance

(As on 31st March 2009)

Rank in world in network size                  3rd

Tele–density (per hundred populations)       

36.98

Telephone connection (In million)

Fixed                                                       

37.96

Mobile                                                   

391.76

Total                                                                        

   

     

429.72

Village Public Telephones Covered (Out of

66,822 uncovered villages)

      

57,167

Foreign Direct Investment (in million)  (from

January 2000 till January  2009)           

    

275,44

1

Licenses issued

Basic                                                         2

CMTS           39

UAS                                                        

240

Infrastructure Provider I                         

177

ISP (Internet)                                          

349

ISP with Telephony (Broadband)           

9

125

National Long distance        26

International Long Distance        24

Cellular operators and circles in India

There are mainly 12 cellular operators and 28 circles in India. Some of the operators provide

only GSM network, some only CDMA newtork and few of them provide both GSM and

CDMA network. Table below illustrates the technology supported and circle wise details of

cellular operators in India.

Operators and circles in India

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Indian operators and their market Share

The graph below explains the market share of Indian mobile operators. It can be noticed that

Bharti Airtel leads the race in subscribe base followed by Reliance telecom. Third in the race

is Vodafone Essar.

Operators and their market share in India

1.6 billion population in India. Service providers find great potential in tapping the Indian

market for mobile services. In turn mobile users are interested in exploring various mobile

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services. Last year i.e. March 2008 , number of mobile subscribers was 260 million. It can be

noted that there has been tremendous growth in subscriber base, hence adding immense

revenues for service providers in India.

Major Players

There are three types of players in telecom services:

• State owned companies (BSNL and MTNL)

• Private Indian owned companies (Reliance Infocomm, Tata Teleservices,)

• Foreign invested companies (Hutchison-Essar, Bharti Tele-Ventures, Escotel, Idea

Cellular, BPL Mobile, Spice Communications)

BSNL

Bharat Sanchar Nigam Ltd. formed in October, 2000, is World's 7th largest

Telecommunications Company providing comprehensive range of telecom services in

India: Wireline, CDMA mobile, GSM Mobile, Internet, Broadband, Carrier service, MPLS-

VPN, VSAT, VoIP services, IN Services etc. Presently it is one of the largest & leading

public sector unit in India.

BSNL has installed Quality Telecom Network in the country and now focusing on

improving it, expanding the network, introducing new telecom services with ICT

applications in villages and wining customer's confidence. Today, it has about 46 million

line basic telephone capacity, 8 million WLL capacity, 52 Million GSM Capacity, more

than 38302 fixed exchanges, 46565 BTS, 3895 Node B ( 3G BTS), 287 Satellite Stations,

614755 Rkm of OFC Cable, 50430 Rkm of Microwave Network connecting 602 Districts,

7330 cities/towns and 5.6 lakhs villages.

BSNL is the only service provider, making focused efforts and planned initiatives to bridge

the Rural-Urban Digital Divide ICT sector. In fact there is no telecom operator in the

country to beat its reach with its wide network giving services in every nook & corner of

country and operates across India except Delhi & Mumbai. Whether it is inaccessible areas

of Siachen glacier and North-eastern region of the country. BSNL serves its customers with

its wide bouquet of telecom services.

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BSNL is numero uno operator of India in all services in its license area. The company

offers vide ranging & most transparent tariff schemes designed to suite every customer.

BSNL cellular service, CellOne, has 55,140,282 2G cellular customers and 88,493 3G

customers as on 30.11.2009. In basic services, BSNL is miles ahead of its rivals, with 35.1

million Basic Phone subscribers i.e. 85 per cent share of the subscriber base and 92 percent

share in revenue terms.

BSNL has more than 2.5 million WLL subscribers and 2.5 million Internet Customers who

access Internet through various modes viz. Dial-up, Leased Line, DIAS, Account Less

Internet(CLI). BSNL has been adjudged as the NUMBER ONE ISP in the country.

BSNL has set up a world class multi-gigabit, multi-protocol convergent IP infrastructure

that provides convergent services like voice, data and video through the same Backbone and

Broadband Access Network. At present there are 0.6 million DataOne broadband

customers.

The company has vast experience in Planning, Installation, network integration and

Maintenance of Switching & Transmission Networks and also has a world class ISO 9000

certified telecom training institute.

Scaling new heights of success, the present turnover of BSNL is more than Rs.351,820

million (US $ 8 billion) with net profit to the tune of Rs.99,390 million (US $ 2.26 billion)

for last financial year. The infrastructure asset on telephone alone is worth about

Rs.630,000 million (US $14.37 billion).

The turnover, nationwide coverage, reach, comprehensive range of telecom services and the

desire to excel has made BSNL the No. 1 Telecom Company of India.

 

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MTNL

MTNL was set up on 1st April, 1986 by the Government of India to upgrade the quality of

telecom services, expand the telecom network, introduce new services and to raise revenue

for telecom development needs of India’s key metros – Delhi, the political capital and

Mumbai, the business capital of India. In the past 17 years, the company has taken rapid

strides to emerge as India’s leading and one of Asia’s largest telecom operating companies.

Besides having a strong financial base, MTNL has achieved a market share of approximately

13% of the Indian telecommunication network with a customer base of over 4.74 million

lines.

The company has also been in the forefront of technology induction by converting 100% of

its telephone exchange network into the state-of-the-art digital mode. The Govt. of India

currently holds 56.25% stake in the company.

In the year 2002-03, the company has not only consolidated the gains but also focused on

new areas of enterprise viz. Joint Ventures for projects outside India, widened the cellular

and CDMA-based WLL customer base , set up internet and allied services on all India basis.

Bharti Airtel 

Airtel comes from Bharti Airtel Limited, one of Asia’s leading integrated telecom services

providers with operations in 18 countries across Asia and Africa. Bharti Airtel since its

inception has been at the forefront of technology and has pioneered several innovations in

the telecom sector.

The company is structured into four strategic business units - Mobile, Telemedia, Enterprise

and Digital TV. The mobile business offers services in India, Sri Lanka and Bangladesh. The

Telemedia business provides broadband, IPTV and telephone services in 89 Indian cities.

The Digital TV business provides Direct-to-Home TV services across India. The Enterprise

business provides end-to-end telecom solutions to corporate customers and national and

international long distance services to telcos.

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Reliance Communications

Reliance – Anil Dhirubhai Ambani Group, an offshoot of the Reliance Group founded by

Shri Dhirubhai H Ambani (1932-2002), ranks among India’s top three private sector business

houses in terms of net worth. The group has business interests that range from

telecommunications (Reliance Communications Limited) to financial services (Reliance

Capital Ltd) and the generation and distribution of power (Reliance Infrastructure Limited).

Reliance – ADA Group’s flagship company, Reliance Communications, is India's largest

private sector information and communications company, with over 100 million subscribers.

It has established a pan-India, high-capacity, integrated (wireless and wireline), convergent

(voice, data and video) digital network, to offer services spanning the entire infocomm value

chain.

TATA Teleservices Ltd.

Tata Teleservices Limited spearheads the Tata Group’s presence in the telecom sector. The

Tata Group had revenues of around USD 70.8 billion in Financial Year 2008-09, and

includes over 90 companies, over 363,039 employees worldwide and more than 3.5 million

shareholders.

Incorporated in 1996, Tata Teleservices is the pioneer of the CDMA 1x technology platform

in India. It has embarked on a growth path since the acquisition of Hughes Tele.com (India)

Ltd [renamed Tata Teleservices (Maharashtra) Limited] by the Tata Group in 2002. It

launched mobile operations in January 2005 under the brand name Tata Indicom and today

enjoys a pan-India presence through existing operations in all of India’s 22 telecom Circles.

The company is also the market leader in the fixed wireless telephony market. The

company’s network has been rated as the ‘Least Congested’ in India for five consecutive

quarters by the Telecom Regulatory Authority of India through independent surveys.

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Vodafone Essar

Vodafone is the world's leading international mobile communications group with

approximately 341 million proportionate customers as on 31 March 2010. Vodafone

currently has equity interests in 31 countries across five continents and around 40 partner

networks worldwide.

 

The Essar Group is a diversified business corporation with a balanced portfolio of assets in

the manufacturing and services sectors of Steel, Energy, Power, Communications, Shipping

Ports & Logistics, and Projects. Essar employs more than 50,000 people across offices in

Asia, Africa, Europe and the Americas.

  **Figures from Cellular Operators Association of India, May 2010

Idea

IDEA Cellular is a publicly listed company, having listed on the Bombay Stock Exchange

(BSE) and the National Stock Exchange (NSE) in March 2007.

IDEA Cellular is a leading GSM mobile services operator in India with 67 million

subscribers, under brand IDEA. It is a pan India integrated GSM operator covering the

entire telephony landscape of the country, and has NLD and ILD operations.

A frontrunner in introducing revolutionary tariff plans, IDEA Cellular has the distinction

of offering the most customer friendly and competitive Pre Paid offerings, for the first time

in India, in an increasingly segmented market. From basic voice & Short Message Service

(SMS) services to high-end value added & GPRS services such as Blackberry, Datacard,

Mobile TV, Games etc - IDEA is seen as an innovative, customer focused brand.

IDEA offers affordable and world-class mobile services to varied segments of mobile

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users. Be it high end users, or low-end, price sensitive consumers - IDEA's tariff plans are

designed to suit every pocket.

With a vision of delighting its customers while meeting their individual communication

needs anytime, anywhere, IDEA offers seamless coverage to roaming customers traveling

to any part of the country, as well as to international traveling customers across over 200

countries. IDEA Cellular has partnership with over 400 operators to ensure that customers

are always connected while on the move, within the country or other parts of the world.

IDEA is the winner of 'The Emerging Company of the Year Award' at The Economic Times

Corporate Excellence Awards 2008-09. The company has received several other national

and international recognitions for its path-breaking innovations in mobile telephony

products & services. It won the GSM Association Award for "Best Billing and Customer

Care Solution” for 2 consecutive years. It was awarded "Mobile Operator of the Year

Award - India” for 2007 and 2008 at the Annual Asian Mobile News.

IDEA Cellular is an Aditya Birla Group Company, India's first truly multinational

corporation. The group operates in 25 countries, and is anchored by over 1,30,000

employees belonging to 30 nationalities. The Group has been adjudged the '6th Top

Company for Leaders in Asia Pacific Region' in 2009, in a survey conducted by Hewitt

Associates, in partnership with The RBL Group, and Fortune. The Group has also been

rated 'The Best Employer in India and among the Top 20 in Asia' by the Hewitt-Economic

Times and Wall Street Journal Study 2007.

 

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Recent Trends

Telecom Regulatory Authority of India (TRAI) released it’s Nov 2009 telecom subscription

data. Indian Telecom Industry reported a 3.3% month-to-month growth in Nov 09.

54.3 crore people in India with a Telephone connection

Tele-density at 46.32

1.76 new wireless connections in Nov 09

Broadband Subscription at 75.5 lakhs

Indian Telecom Industry in India has reported robust growth in 2009 despite global economic

slowdown thanks to the affordable tariff options and attractive offers from different mobile

service providers.

  Total Tele-Density Wireless Wireline

30th Nov 2008 37.413 32.34 33.608 3.805

30th Nov 2009 54.320 46.32 50.604 3.716

Change 45.19%   50.57% -2.34%

16.9 crore new phone connections have been added in last 12 months period – a 45.19%

growth. Wireless segment reported 50.57% growth in the period but Wireline connections

decreased by 2.34% in the period a major setback to BSNL and MTNL which holds majority

of Wireline connections in India.

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Tata BSNL Vodaphone Airtel Reliance Idea Aircel

Nov 08 3.1016 4.5279 5.8764 8.2920 5.9569 3.2809 1.5375

Nov 09 5.3992 6.0780 8.8607 11.6013 9.0987 5.5905 2.9354

Change 74% 34.2% 50.8% 39.9% 52.7% 70.4% 90.8%

Aircel, Tata Teleservices and Idea reported highest growth in the last 12 months period.

In Nov 2009 Tata Teleservices added more number of connections (18.84%) followed by

Bharti Airtel (15.85), Vodaphone (15.74%) and Reliance Communications (15.7%)  a clear

signal that subscribers are more inclined to attractive tariff plans.

Reliance made a major improvement in Nov 09 (15.7%) compared to Oct 09 (12.56%) due to

the Simply Reliance attractive tariff structure. BSNL also advanced in Nov 09 may be due to

the introduction of its 3G services in some cities.

One thing is very clear from last few months data – customers are looking for attractive tariff

plans and cheap call rates, they cannot be fooled with just some simple freebies like extra

talk time or an extended validity offer. December month data may give more clear picture as

Uninor started its operation in India in Dec 09 with a very simple packages with lowest call

rates.

Prior to Tata Docomo’s entry Mobile service providers in India were attracting customers

with simple freebies like talk time offers, extended validity, cheap calls to same provider

numbers, low night talktime etc while holding the actual call rates at very high levels.

But that things are the past. Now customers have so many options. Customer is the King

now. Providers have to come down to earth to survive in this highly competitive telecom

market in the world.

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Bharti Airtel 

Airtel comes from Bharti Airtel Limited, one of Asia’s leading integrated telecom services

providers with operations in 18 countries across Asia and Africa. Bharti Airtel since its

inception, has been at the forefront of technology and has pioneered several innovations in

the telecom sector.

The company is structured into four strategic business units - Mobile, Telemedia, Enterprise

and Digital TV. The mobile business offers services in India, Sri Lanka and Bangladesh. The

Telemedia business provides broadband, IPTV and telephone services in 89 Indian cities.

The Digital TV business provides Direct-to-Home TV services across India. The Enterprise

business provides end-to-end telecom solutions to corporate customers and national and

international long distance services to telcos.

Business Divisions

Mobile Services

Bharti Airtel offers GSM mobile services in all the 23-telecom circles of India and is the

largest mobile service provider in the country, based on the number of customers.

Airtel Telemedia Services

The group offers high speed broadband internet with a best in class network. With Landline

services in 94 cities we help you stay in touch with your friends & family and the world. Get

world class entertainment with India’s best direct to home (DTH) service digital TV in more

than 150 cities

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Enterprise services

Enterprise Services provides a broad portfolio of services to large Enterprise and Carrier

customers. This division comprises of the Carrier and Corporate business unit. Enterprise

Services is regarded as the trusted communications partner to India's leading organizations,

helping them to meet the challenges of growth

Digital TV Services

Discover the magical experience of digital enterainment with Airtel. From DVD quality

picture and sound,the best and widest variety of channels and programmes to the best on-

demand content on Airtel Live, your tv viewing experience change forever with digital TV

from Airtel!

Vision & promise 

By 2010 Airtel will be the most admired brand in India:

Loved by more customers

Targeted by top talent

Benchmarked by more businesses

“We at Airtel always think in fresh and innovative ways about the needs of our customers

and how we want them to feel. We deliver what we promise and go out of our way to delight

the customer with a little bit more.”

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Airtel Brand 

Airtel was born free, a force unleashed into the market with a relentless and unwavering

determination to succeed. A spirit charged with energy, creativity and a team driven “to seize

the day” with an ambition to become the most globally admired telecom service. Airtel, in

just ten years of operations, rose to the pinnacle to achivement and continues to lead.

As India's leading telecommunications company Airtel brand has played the role as a major

catalyst in India's reforms, contributing to its economic resurgence.

Today we touch peoples lives with our Mobile services, Telemedia services, to connecting

India's leading 1000+ corporates. We also connect Indians living in USA, UK and Canada

with our callhome service.

Bharti Airtel is

3rd largest in-country mobile operator in the world

6th largest in-country integrated telecom operator in the world

Ranked number 5 in the best performing technology companies in the world by

BusinessWeek

India’s most innovative company by Wall Street Journal

Winner of Gallup Great workplace for being one of the best places to work worldwide

Ranked 188 in the FT 500 world’s largest companies 2009 ranked by Financial Times

 

 

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Factsheet

Name Bharti Airtel Limited.

Business

Description

Provides mobile services in all the 22 telecom circles in India, Srilanka

and Bangladesh. Was the first private operator to have an all India

presence.

Provides telemedia services (fixed line and broadband services through

DSL) in 89 cities in India. Also offers DTH and IPTV services.

Established July 07, 1995, as a Public Limited Company

Proportionate

Revenue

Rs. 396,150 million (year ended March 31, 2010-Audited)

Rs. 369,615 million (year ended March 31, 2009-Audited)

As per US GAAP Accounts

Proportionate

EBITDA

Rs. 160,268 million (year ended March 31, 2010 - Audited)

Rs. 151,678 million (year ended March 31, 2009 - Audited)

As per US GAAP Accounts

Shares in Issue 3,797,530,096 as at Mar 31, 2010

Listings The Stock Exchange, Mumbai (BSE)

The National Stock Exchange of India Limited (NSE)

Market

Capitalisation

Customer Base 130,616,487 GSM mobile and 3,092,009 Telemedia Customers (status as

on Apr 30, 2010)

Operational

Network

Provides GSM mobile services in all the 22 telecom circles in India,

Srilanka and Bangladesh. Was the first private operator to have an all

India presence. Provides telemedia services (fixed line) in 89 cities in

India.

Registered

Office

Bharti Airtel Limited

(A Bharti Enterprise) Bharti Crescent, 1 Nelson Mandela Road, Vasant

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Kunj Phase II New Delhi - 110 070.

Tel. No.: +91 11 4666 6100

Fax No.: +91 11 4666 6411

Bharti Airtel- Organization Structure

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Literature Review

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Indian telecom sector has been one of the favorite destinations for investments by global

investors, be it private equity majors or venture capitalists. Last few years have witnessed

many activities on the foreign direct investment front with world's leading telecom operators

picking up large stakes in domestic operators.

Meanwhile, listed telecom operators such as Bharti Airtel, Reliance Communication, Idea

Cellular and Tata Communication have emerged as favourites among foreign institutional

investors on Dalal Street. With a clear focus on customers, quality services and new brands,

the sector is witnessing new highs under the leadership of some eminent professionals in the

industry.

The powerhouse behind India's largest telecom empire, Sunil Mittal, Chairman and Group

CEO, Bharti Enterprises, built the company from scratch. Under his guidance, the company

has grown from a basic telecom equipment provider to an integrated telecom solutions

provider with a presence across all the 22 telecom circles in India and an aggregate

subscriber base of 105 million customers (as of June 30, 2009). The company's revenues

grew from Rs 1500 crore in FY02 to over Rs 37,000 crore in 2009, representing a

compounded annual growth rate of 58% in last seven years.

Mr Mittal's strong business acumen gives him a flair for sensing new business opportunities;

like the $23 billion deal between Bharti Airtel and South African Company, MTN, has

provided a pivotal development in the sector. It has marked the entry as the biggest overseas

deal to date, surpassing Tata's acquisition of Corus for 12.2$ billion.

In a similar move, Japanese mobile operator NTT DOCOMO acquired a 26% stake in Tata

Teleservices (TTL). For some time, TTL has been jockeying to find a market niche in the

telecom space, juggling a number of usage and payment schemes and services. Anil Sardana,

Managing Director of Tata Teleservices Limited spearheaded these differentiation efforts,

which have culminated in the DOCOMO deal.

Having orchestrated significant turnarounds in previous ventures, Mr Sardana is well-

equipped to handle the challenges of the telecom sector. Under his visionary guidance, the

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company has gone through a period of strong growth and performance, which resulted in

significant increases in market penetration and subscribers' acquisition.

Other strides in the sector during the year included policy initiatives pertaining to the

allocation of spectrum for the 3G and broadband wireless access (BWA) services and mobile

number portability.

This has led several players take advantage and get ahead of their pack.

Mr S P Shukla, President, Wireless, RComm said that the company has been aggressively

making inroads in rural India through high-speed wireless internet service plan along with

some other value-added services specific to the rural needs. "The next wave of telecom

growth is emerging from rural India. RComm is committed to drive this exponential growth

through innovative service offerings and tariffs," said Mr Shukla.

His farsightedness and proactive approach has enabled Reliance to achieve cash break-even

in just 3 years. Mr Shukla has been a pioneer in the Indian mobile industry with the launch of

first SMS and first prepaid cars in India. Under his leadership, Reliance took the lead in

postpaid offerings in its first year itself. This year, Mr Shukla also led the launch of the

national GSM service by Reliance, which created history with five million mobile subscriber

addition in January 2009.

With competition within the telecom sector intensifying, the industry is in need of strong

leadership to direct and channel growth. The prominent leaders in the telecom industry will

have their work cut out for them as they aim to deliver innovative offerings and add more

value for their customers.

OBJECTIVES OF THE STUDY

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1. To know which VAS( Value Added Service) is mostly used by youth from the

retailer’s point of view.

2. To study the promotional activities and analyze the presence of various telecom

operators in Delhi University during 1st-15th June 2010.

3. To understand Youth requirements from a telecom operator and its attitude towards

Airtel.

4. To analyze the Retailers Effectiveness Index(REI) of Airtel in North Delhi area.

SCOPE OF STUDY

The research to analyze most popular VAS, youth requirements from a telecom operator has

been confined to Delhi University campuses( North and South) only and studying of REI has

been in areas of North Delhi only.

RESEARCH METHODOLOGY

Introduction

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This section aims to understand the research methodology establishing a framework of

evaluation and revaluation of primary and secondary research. The techniques and concepts

used during primary research in order to arrive at findings; which are also dealt with and lead

to a logical deduction towards the analysis and results.

Descriptive Research

The descriptive research conducted embraced a large proportion of the research. It provided

an accurate measure of some aspects of the market environment.

Target Population

For the purpose of getting response from retailers, the target population was retailers

in the south and the north campus of Delhi University only.

For getting the response from youth, the respondents were taken from Delhi

University(south and the north campus) only.

For the purpose of analyzing the Retailers Effectiveness Index(REI) of Airtel in North

Delhi, Kamla nagar, Shakti nagar and Mukerji nagar area were taken.

Sample Size

30 retailers were selected for the purpose of analyzing the most popular VAS among

youth as per retailers.

50 youth were taken to analyze the youth’s requirements from a telecom operator.

32 retailers were taken to analyze Retailers Effectiveness Index(REI) of Airtel in

North Delhi.

Data Collection method

Questionnaire

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The questionnaire method has come to the more widely used and economical means of data

collection. The common factor in all varieties of the questionnaire method is this reliance on

verbal responses to questions, written or oral. The researchers found it essential to make sure

that the questionnaire was easy to read. It was also important as researchers to respect the

samples time and energy hence the questionnaire was designed in such a way, that its

administration would not exceed 8-10 mins. These questionnaires were personally

administered.

Fieldwork

Important considerations in the fieldwork were :

1. Respondents were kept at outmost ease before filling of the questionnaires. For this some

of the reluctant respondents were ensured that the questionnaire had been drafted in the

simplest language and would not take a lot of time.

2. Respondents were also ensured that their information would be kept with utmost

confidentiality.

3. Social consideration of language was taken and since our group members come from

different regions of the country, respondents were assigned appropriately.

4. We had made sure that the questionnaires were filled by ourselves not only for their

convenience but also because of questions stressing on unaided awareness gauge. However

there were some respondents who were reluctant in that and wanted to fill the questionnaire

themselves and hence we allowed them to fill the questionnaires on their own.

5. We made sure that we do not influence the respondents in filling up of their responses in

any form. Sometimes when the respondents were stuck up with some of the difficult

30

questions like ranking the brands according to their value of money, we had made sure not to

give any kind of assistance to the respondents.

DATA ANALYSIS AND INTERPRETATION

31

Based on the type of data collected and the target segment with the appropriate statistical

methods, inference should be made. The response set of one variable is compared with

another set of variable to ensure a detailed analysis of data.

I have used SPSS and MS- Excel software to analyze the data collected.

Analysis of “Retailers feedback on youth’s response towards VAS(Value

Added Services)”

32

1. Number of students walking in each day in a store in North and South campus.

Area * Number of students walking in each day Cross tabulation

Count

Number of students walking in each day

TotalLess than 10 10-20 20-30 30-40 40-50 More than 50

Area North campus 0 4 6 5 1 6 22

South campus 1 1 3 0 1 2 8

Total 1 5 9 5 2 8 30

13%

13%

38%

13%

25%

South Campus

less than 10 10-20 20-30 30-40 40-50 more than 50

33

18%

27%

23%

5%

27%

North Campus

less than 10 10-20 20-30

30-40 40-50 more than 50

Interpretation: In North campus maximum number of respondents said that around

20-30 and more than 50 youth visit their store and this number was 20-30 in case of

South campus.

34

2. Preferred connection by youth

Area * Preffered Connection Cross tabulation

Count

Preffered Connection

TotalAirtel Vodafone Idea Aircel

Area North campus 11 9 1 1 22

South campus 5 3 0 0 8

Total 16 12 1 1 30

Interpretation: Airtel is the most preferred connection by youth in North as well as South

campus, however Vodafone is also preferred and is very close to Airtel. Other players are

almost negligible.

35

3. Handset preferred and the telecom operator used

Preffered Connection * Popular Handet Crosstabulation

Count

Popular Handet

TotalNokia Sony ericson LG Others

Preffered Connection Airtel 2 0 0 1 3

Vodafone 4 1 0 2 7

Aircel 0 0 1 0 1

Total 6 1 1 3 11

36

Interpretation: Nokia is the most popular handset among youth who are using Airtel’s and

Vodafone’s telecom services as per retailer.

37

4. Connection preferred and the monthly expenditure on VAS

Preffered Connection * Monthly Expenditure on VAS by youth Crosstabulation

Count

Monthly Expenditure on VAS by youth

TotalLess than Rs.100 Rs.100-200 More than Rs.200

Preffered Connection Airtel 2 10 4 16

Vodafone 2 6 4 12

Idea 0 0 1 1

Aircel 0 1 0 1

Total 4 17 9 30

38

Interpretation: As per retailers, most of the youth visiting their store spends around Rs.100-

200 on the Value Added Service used by them whether its Airtel, Vodafone or Aircel.

39

Analysis of “Youth Requirements from a telecom operator”

1. Number Of People Using Different Telecom Operator’s Services-Gender Wise

which telecom operator's services are using currently? * Gender Crosstabulation

Count

Gender

TotalMale Female

which telecom operator's services are using

currently?

Airtel 10 11 21

Vodafone 10 7 17

Idea 2 2 4

Aircel 2 0 2

Others 3 3 6

Total 27 23 50

40

Interpretation:

• Majority of the respondents use either Airtel or Vodafone.

• Out of the sample of 50 youth,21 use Airtel and 17 use Vodafone.

• Out of 21 users of Airtel, 10 were males and 11 were females and in case of

Vodafone 10 were males and 7 were females out of total of 17 users.

41

2. Number Of People Using Different Telecom Operator’s Services Age wise

which telecom operator's services are using currently? * Age Crosstabulation

Count

Age

Total15-18 years 18-21 years 21-24 years 24-27 years

which telecom operator's

services are using currently?

Airtel 1 1 12 7 21

Vodafone 1 0 12 4 17

Idea 1 0 2 1 4

Aircel 0 0 2 0 2

Others 0 0 2 4 6

Total 3 1 30 16 50

42

Interpretation:

• Maximum respondents were in the age group of 21-24, where 11 people use Airtel

and 8 use Vodafone.

• In all other age groups the usage of Airtel and Vodafone is almost equal.

43

3. Reason For Choosing The Current Telecom Operator

which telecom operator's services are using currently? * what made you opt for the above chosen operator

Crosstabulation

Count

what made you opt for the above chosen operator

TotalGood network

Flexible

recharge

options

Value Added

Services(SMS,

Caller tunes

etc) Brand value

Recommendati

ons from

friends,

relatives etc.

Which telecom

operator’s services are

you using currently?

Airtel 10 2 0 5 4 21

Vodafone 2 7 1 3 4 17

Idea 1 1 0 0 2 4

Aircel 0 2 0 0 0 2

Others 0 2 0 2 2 6

Total 13 14 1 10 12 50

44

Interpretation:

• The major reason of choosing Airtel by youth is its “Good Network”.

• For Vodafone it is its “Flexible Recharge Options”.

45

4. Services Mostly Used By Youth

Which service do you use the most? * Gender Crosstabulation

Count

Gender

TotalMale Female

which service do you use the

most?

SMS 8 10 18

Night calling 6 2 8

Full talk time 12 11 23

others 1 0 1

Total 27 23 50

Interpretation: The services mostly used by youth are “Full talk time and SMS”.

46

ANOVA Analysis: To find out whether the level of Importance attached to various factors

differs among Males and Females.

Ho- There is no difference between the level of Importance attached to various factors

among Males and Females.

Ha- There is difference between the level of Importance attached to various factors among

Males and Females.

Level of significance- 5%

Descriptives

N Mean

Std.

Deviation

Std.

Error

95% Confidence Interval

for Mean

Minimum Maximum

Lower

Bound

Upper

Bound

Importance of Network while

buying a connection

Male 27 4.37 .492 .095 4.18 4.57 4 5

Female 23 4.48 .511 .106 4.26 4.70 4 5

Total 50 4.42 .499 .071 4.28 4.56 4 5

Importance of Flexible

recharge options while

buying a connection

Male 27 5.00 .000 .000 5.00 5.00 5 5

Female 23 5.00 .000 .000 5.00 5.00 5 5

Total 50 5.00 .000 .000 5.00 5.00 5 5

Importance of Value Added

Services while buying a

connection

Male 27 3.07 .675 .130 2.81 3.34 2 4

Female 23 3.04 .638 .133 2.77 3.32 2 4

Total 50 3.06 .652 .092 2.87 3.25 2 4

Importance of Tariff Plan

while buying a connection

Male 27 4.48 .509 .098 4.28 4.68 4 5

Female 23 4.43 .507 .106 4.22 4.65 4 5

Total 50 4.46 .503 .071 4.32 4.60 4 5

Importance of Roaming

Charges while buying a

connection

Male 27 3.63 .688 .132 3.36 3.90 3 5

Female 23 3.65 .573 .119 3.40 3.90 3 5

Total 50 3.64 .631 .089 3.46 3.82 3 5

Importance of Brand Value

while buying a connection

Male 27 4.19 .736 .142 3.89 4.48 3 5

Female 23 4.13 .757 .158 3.80 4.46 3 5

Total 50 4.16 .738 .104 3.95 4.37 3 5

Importance of

Recommendation while

buying a connection

Male 27 3.41 1.010 .194 3.01 3.81 2 5

Female 23 3.74 1.137 .237 3.25 4.23 2 5

Total 50 3.56 1.072 .152 3.26 3.86 2 5

47

ANOVA

Sum of Squares df Mean Square F Sig.

Importance of Network while

buying a connection

Between Groups .145 1 .145 .577 .451

Within Groups 12.035 48 .251

Total 12.180 49

Importance of Flexible

recharge options while

buying a connection

Between Groups .000 1 .000 . .

Within Groups .000 48 .000

Total .000 49

Importance of Value Added

Services while buying a

connection

Between Groups .012 1 .012 .027 .871

Within Groups 20.808 48 .434

Total 20.820 49

Importance of Tariff Plan

while buying a connection

Between Groups .027 1 .027 .105 .747

Within Groups 12.393 48 .258

Total 12.420 49

Importance of Roaming

Charges while buying a

connection

Between Groups .006 1 .006 .016 .901

Within Groups 19.514 48 .407

Total 19.520 49

Importance of Brand Value

while buying a connection

Between Groups .037 1 .037 .067 .797

Within Groups 26.683 48 .556

Total 26.720 49

Importance of

Recommendation while

buying a connection

Between Groups 1.367 1 1.367 1.194 .280

Within Groups 54.953 48 1.145

Total 56.320 49

Interpretation: the calculated value for all the factors comes out to be greater than the level

of significance, therefore we accept Null Hypothesis i.e. there is no difference between the

level of Importance attached to various factors among Males and Females.

48

5. Monthly Expenditure On Telecom By Youth

what is your monthly spending on mobile bills?(talk time balance,SMS etc) * Gender Crosstabulation

Count

Gender

TotalMale Female

what is your monthly spending

on mobile bills?(talk time

balance,SMS etc)

Less than Rs.300 10 7 17

Rs.300-600 7 9 16

Rs.600-900 5 6 11

More than Rs.900 5 1 6

Total 27 23 50

Interpretation:

49

• Majority of the respondents spend either less than Rs.300 or Rs.300-600.

• The number of male and female respondents in the bracket of Rs.600-900 is almost

equal.

• In the bracket of more than Rs.900, the number of males is more than females.

6. Satisfaction Level Of Youth with Their Current Telecom Operators

Which telecom operator's services are using currently? * What is your level of satisfaction with your current telecom

service provider? Crosstabulation

Count

what is your level of satisfaction with your current telecom service

provider?

Total

Highly

Dissatisfied Dissatisfied

Neither Satisfied

nor Dissatisfied Satisfied

which telecom operator's

services are using currently?

Airtel 0 0 9 12 21

Vodafone 1 0 9 7 17

Idea 1 1 0 2 4

Aircel 0 0 2 0 2

Others 0 2 2 2 6

Total 2 3 22 23 50

50

Interpretation:

• All the users of Airtel were either Highly Satisfied of Satisfied with Airtel’s services.

• For other players, few users of Vodafone, Idea and Tata were Dissatisfied with their

respective service providers because of their poor customer service.

51

7. Youth Perception Of Company Providing “Value For Money”

which of the following companies provide "value for money"?

Frequency Percent Valid Percent Cumulative Percent

Valid Airtel 18 36.0 36.0 36.0

Vodafone 20 40.0 40.0 76.0

Idea 5 10.0 10.0 86.0

Aircel 2 4.0 4.0 90.0

Others 5 10.0 10.0 100.0

Total 50 100.0 100.0

Interpretation:

• Majority of the respondents feel Vodafone provides “Value For Money” mainly

because of its variety of “Flexible recharge options”.

• Next to Vodafone is Airtel with 36%, the reason being its “Great Network”.

52

8. Improvements/changes Airtel Should Make As Per Youth

what change/improvement would you like Airtel to make?(if you are an Airtel customer)

Frequency Percent Valid Percent Cumulative Percent

Valid Lower call rates, better SMS Packs. 35 70.0 70.0 70.0

Number Portability 2 4.0 4.0 74.0

Reduced STD rates and roaming

charges

2 4.0 4.0 78.0

Free customer care service 8 16.0 16.0 94.0

Everything is good. 1 2.0 2.0 96.0

Introduce 3G 1 2.0 2.0 98.0

Stop unnecessary promotional

messages

1 2.0 2.0 100.0

Total 50 100.0 100.0

53

Interpretation:

70% of the respondents feel Airtel should come up with new variety of Schemes with

lower call rates and better SMS packs.

54

Analysis of the Presence of various Telecom Operators in DU Campuses

during 1st-15th June 2010

Service Providers Spl. Campus pack Features Notes

Airtel Yes 1)340 free national+ local

SMS

2)Free lifetime incoming

3)1p/sec calling

4)Night calling @Re.1/20

min

Vodafone yes Reduced Rates: 1)Special rates

applicable within the

college area

55

1)All local calls @1p/2sec 2)Daily decrement of Re

1 applicable

2)All STD calls @2p/2sec 3)Calls originating from

the campus area will

start with a beep sound

3)SMS @60P 4)Campus area can also

be identified by the cell

information display

reading “CAMPUS”

5)All calls from outside

the campus premises@

1.2p/sec and SMS @ 60p

flat

6)Tariff validity of 3

years

7)Campus card tariff

benefit will not be

applicable if you

recharge with any

other tariff bonus card

or Rs 40 bonus card.

Idea No

Aircel No

56

Promotional Activities in Campuses

North Campus

Service provider Activities Visibility

Communication level and

reaching out to the youth

Vodafone

1)Free Sim Card.

2)Outside University Metro

station, informing people

about campus pack and its

benefits

Medium, only

outside metro

station and

hoardings of campus

pack in campus.

Good. Representatives

well versed about the new

pack and the schemes

offered.

Idea

1)Free Sim Card.

2) Canopy inside University

Metro station and around

campus, informing people

about the "Your Gang" offer

and the various usual

schemes .

Medium to High,

inside and outside

metro station and

inside metro train

towards university.

Good. Representatives

well versed about the

schemes offered.

Aircel

Free cab service to students

from University metro

station to various colleges

in campus

Low, cab service

offered only in the

initial few days, rest

no other activity or

scheme.

Poor. No visibility and

communication.

57

Airtel

1)Free Sim Card.

2)Outside University Metro

station, informing people

about various schemes and

Airtel cab moving around

the campus.

High, outside metro

station and

everywhere around

the campus.

Good. Representatives

well versed about the new

pack and the schemes

offered.

South Campus

Service

provider Activities Visibility Communication level and reaching out to the youth

Vodafone

None Zero Zero

Idea

Canopy

opposite

venketeshwara

college

Low Limited

Aircel

None Zero Zero

Airtel

Small stall

outside Atma

ram college.

Medium Limited

58

Findings:

Telecom

operators

Promoters Hoarding

s

Cab Canopies Visibility Communication and Reach

to the youth

Airtel Yes No Yes Yes High Good

Vodafone Yes Yes No No Medium Average

Idea Yes Yes No Yes High Good

Aircel No No Yes No Low Poor

59

Ascertaining Retailer Effectiveness Index( REI) Of Various Telecom Operators

in North Delhi

Parameters on which REI is ascertained:

1) Noticeability- on the basis of number and placement of different elements like posters,

shelf strips etc. in a retail outlet.

2) Recommendation of the Retailer- the brand recommended by the retailer to a customer.

60

1. Retailers Recommendation of Telecom Operators( First 3 Priorities)

Retailer's recommendation Frequency

1. Airtel 2. Vodafone 3. Idea 15

1. Airtel 2.Vodafone 3.Reliance 2

1. Airtel 2. Vodafone 3. Aircel 2

1. Airtel 2. Aircel 3. Vodafone 1

1. Vodafone 2. Idea 3. Airtel 1

1. Vodafone 2. Airtel 3. Idea 9

1. Vodafone 2. Reliance 3. Aircel 1

1. Idea 2.Airtel 3. Vodafone 1

Total 32

61

47%

6%6%3%

3%

28%

3%3%

Retailer's Recommendation(First 3 Priorities)

1. Airtel 2. Vodafone 3. Idea1. Airtel 2.Vodafone 3.Reliance1. Airtel 2. Vodafone 3. Aircel1. Airtel 2. Aircel 3. Vodafone1. Vodafone 2. Idea 3. Airtel1. Vodafone 2. Airtel 3. Idea1. Vodafone 2. Reliance 3. Aircel1. Idea 2.Airtel 3. Vodafone

Interpretation: 47% of the retailers recommend Airtel first followed by Vodafone and then Idea.

2. Retailer's Recommendation( 1st Priority)

Retaler's Recommendation( 1st

Priority)

Frequency

Airtel 20

Vodafone 11

Idea 1

Total 32

62

63%

34%

3%

Retailer's Recommendation( 1st Priority)

AirtelVodafoneIdea

Interpretation: Airtel is the Brand which is the first priority of retailers when it comes

to recommending to the customers. 63% of the retailers surveyed, first recommend Airtel.

3. Reason For Recommending a particular Telecom Operator

Interpretation: The major reason for recommending Airtel is its Good Network. However

for Vodafone, the reason is not by way of recommendation, it is its Promotion which has lead

to its high demand.

63

Reason For Recommendation Good Network High demand, Good Promotion Brand

Value

Tota

l

Airtel 16 0 4 20

Vodafone 3 7 1 11

Idea 0 1 0 1

Total 32

4. Noticability of various Telecom Operators

Telecom Operators Airtel Vodafone Idea Aircel

Elements

Posters 96 96 80 32

Shelf Strip 64 28 24 18

Danglers 60 48 48 24

Airtel Vodafone Idea Aircel0

20

40

60

80

100

120

Posters Shelf Strip Danglers

Interpretation: Airtel is good on Noticeability. Whether it is Posters, Shelf Strip or

Danglers, it has got the highest number. However Vodafone is very close to Airtel.

Conclusions and Suggestions

64

Retailers feedback on youth’s response towards VAS(Value Added

Services)”

The most popular VAS among youth is SMS followed by Internet.

The use of other VAS like caller tunes, games etc. is almost negligible.

As per retailers, Airtel is mostly used connection by youth followed by Vodafone.

Nokia is the handset that is most popular among youth and sells the most.

The monthly expenditure on VAS by youth is on an average Rs. 100-200.

Youth Requirements from a telecom operator

• Airtel and Vodafone are the most preferred Brands among youth.

• Although Airtel has slightly higher number of users than Vodafone but still people

perceive Vodafone as a Brand that provides “Value for Money” because of its flexible

recharge options.

Reason why Airtel lags behind Vodafone in terms of providing “Value for money”:

• Almost all the schemes offered by both the companies are same.

• The only aspect which attracts youth is that Vodafone has branded and offered its

various schemes differently like “Bonus Card” , “Apne Minutes” etc.

• So the reason behind Airtel lagging behind Vodafone in terms of providing “Value

for Money”is the lack of communication and awareness that youth has of Airtel’s

offerings.

• There is still a mindset of people that Airtel is somewhat expensive because of its

positioning in the market in such a way.

65

Presence of various Telecom Operators in DU Campuses during 1st-15th

June 2010

• Airtel and Idea were most active and visible in both the campuses.

• Vodafone was somewhat active in the north campus only.

• Aircel was present for initial few days at the north campus only where too it failed to mark

its presence.

• Other small players were nowhere in the picture.

Retailer Effectiveness Index( REI) Of Various Telecom Operators

in North Delhi

• Airtel is the most recommended brand by retailers in North Delhi region followed by

Vodafone.

• The major reason for recommending Airtel is its Good Network.

• For Noticeaability also, Airtel is highly visible but Vodafone too is not far behind.

• Overall, Airtel’s REI is good in North Delhi region. However Vodafone is also

catching up.

66

Suggestions

Youth perceive Airtel as an expensive brand as compared to other players especially

Vodafone, whereas the fact is that the tariff rates and the plans offered by all the

companies are similar. Therefore Airtel should communicate its offerings and reach

out to youth by revising its advertisement campaigns.

The website of Airtel is not user friendly as all the information regarding the tariff

plans and the schemes is displayed in a cumbersome manner. Whereas, if we see the

websites of its competitors like Vodafone, all the information is accessible easily. Its

plans etc. are displayed in an attractive manner like chota recharge, bonus cards etc.

Therefore Airtel must make the required changes.

While conducting youth survey, many people associated Airtel as a brand for their

parents or people older to them. So Airtel must target youth in a more effective

manner by creating and communicating youth oriented products.

Bibliography

67

Naresh K Malhotra- Marketing Research

http://en.wikipedia.org/wiki/Communications_in_India

http://www.bsnl.co.in/about.htm

http://delhi.mtnl.net.in/glance/index.htm

http://www.tatateleservices.com/t-aboutus-ttsl-organization.aspx

http://www.vodafone.in/existingusers/pages/aboutus.aspx

http://www.ideacellular.com/IDEA.portal?

_nfpb=true&_pageLabel=IDEA_Page_AboutIdea

http://www.dot.gov.in/osp/Brochure/Brochure.htm#ITG

http://economictimes.indiatimes.com/articleshow/5049103.cms

http://airtel.in/wps/wcm/connect/about+bharti+airtel/Bharti+Airtel/About+Bharti+Airtel/

68

Annexure

RETAILERS QUESTIONNAIRE

YOUTH’S RESPONSE TOWARDS VAS

Q1). How many youth walk in at your store in a day?

a) Less than 10

b) 10-20

c) 20-30

d) 30-40

e) 40-50

f) More than 50

Q2). What do the youth demand for?

a) Handsets with connection

b) Only Handsets (Go to Q3)

c) Only connection ( Go to Q4)

Q3). Which is the most popular Handset Brand among youth?

a) Nokia

b) Sony Ericson

c) Samsung

d) Motorola

e) Blackberry

f) LG

g) Others, please specify__________________

69

Q4). Which of the following is mostly demanded Connection by the youth?

a) Airtel

b) Vodafone

c) Idea

d) Tata Docomo

e) Any other, please specify________________

Q5). Which of the following are mostly used VAS products by the youth?

a) SMS

b) Internet

c) MMS

d) Games

e) Hello tunes

f) Others, please specify________________

Q6). Amongst few listed below, which are the VAS products that have rapid growth?

a) SMS

b) Internet

c) MMS

d) Games

e) Hello tunes

f) Others, please specify________________

70

Q7). On the basis of option chosen above, how much do you think on an average a youth spends on

it every month?

a) Less than Rs.100

b) Rs.100 – 200

c) More than Rs.200

Q8). How do you see VAS products as perceived by the youth in the future ahead?

_____________________________________________________________

______________________________________________________________

______________________________________________________________

_______________________________________________________________

Q9). Any other service that a consumer asks for apart from those listed above?

__________________________________________________________

__________________________________________________________

Personal Information:

Name:

Address:

Contact Number

71

Questionnaire

Understanding Youth Requirements from a Telecom Operator

Q1) Which Telecom operator’s services are you using currently?

1. Airtel

2. Vodafone

3. Idea

4. Aircel

5. Virgin Mobile

6. MTS

7. Others, please specify__________

Q2) What made you opt for the above chosen operator?

1. Good network

2. Flexible recharge options

3. Value Added Services (SMS, caller tunes etc.)

4. Brand value

5. Recommendations from friends, relatives etc.

Q3) How important the following factors are to you when you buy a new connection.

(Please tick the appropriate box, 1 being least important’ and 5 being’ most important’

factor.)

1 2 3 4 5Network

Flexible recharge options

Value Added Services (SMS, Internet etc.) Tariffs plan Roaming Charges

Brand value

Recommendations from friends, relatives etc.

72

Q4) Which of the following services do you use the most?

1. SMS

2. Night calling

3. Full talk time

4. Any Other, please specify________________

Q5) What is your monthly spending on your mobile bills (Talk time balance, SMS, caller

tunes etc.)?

1. Less thanRs.300

2. Rs.300-600

3. Rs.600-900

4. More than Rs.900

Q6) Which talk time recharge pack do use the most?

____________________________________________________________________

Q7) What is your level of satisfaction with your current telecom service provider?

1. Highly dissatisfied

2. Dissatisfied

3. Neither satisfied nor dissatisfied

4. Satisfied

5. Highly satisfied

73

Q8) In your opinion which of the following companies provide “Value for Money” and

why?

1. Airtel

2. Vodafone

3. Idea

4. Aircel

5. Virgin Mobile

6. MTS

7. Others, please specify__________

Q9) What is it that will make you switch to Airtel? (if you are not an Airtel customer)

___________________________________________________________________

___________________________________________________________________

Q10) What improvement/change would you like Airtel to make? (if you are an Airtel

customer)

___________________________________________________________________

___________________________________________________________________

Personal Details:

74

1. Name:2. Gender:

o Male o Female

3. Age( please tick the appropriate box)o15-18 yearso18-21 yearso21-24 yearso24-27 years

Name of theOutlet Name of the Market Retailer's recommendation ReasonPick 'N' Pay Shakti nagar 1. Airtel 2. Vodafone 3. Idea Good Network

Speed Teleservices Shakti nagar 1. Vodafone 2. Idea 3. AirtelHigh demand, Good Promotion

Anurag Communications Shakti nagar 1. Vodafone 2. Airtel 3. Idea

High demand, Good Promotion

Sonu Telecom Shakti nagar 1. Airtel 2.Vodafone 3.Reliance Good Network

Kumoun Telecom Shakti nagar 1. Vodafone 2. Airtel 3. IdeaHigh demand, Good Promotion

Gupta Telecom Shakti nagar 1. Airtel 2.Vodafone 3.Reliance Good NetworkNimbus Telecom Shakti nagar 1. Airtel 2. Vodafone 3. Idea Good NetworkBansal Telecom Shakti nagar 1. Vodafone 2. Airtel 3. Idea Good Network

Satyam Corner Shakti nagar 1. Vodafone 2. Airtel 3. IdeaHigh demand, Good Promotion

Venus Telecom Shakti nagar1. Vodafone 2. Reliance 3. Aircel Good Network

Access Telecom Shakti nagar 1. Vodafone 2. Airtel 3. IdeaHigh demand, Good Promotion

Atul Times Shakti nagar 1. Airtel 2. Vodafone 3. Idea Brand ValueBajaj Communication Kamla Nagar 1. Airtel 2. Vodafone 3. Idea Good NetworkPopular Telecom Kamla Nagar 1. Airtel 2. Vodafone 3. Idea Good NetworkPlanet Telecom Kamla Nagar 1. Airtel 2. Vodafone 3. Idea Good NetworkHi-Fi Electronics & Electricals Kamla Nagar 1. Airtel 2. Vodafone 3. Aircel Brand ValueMann Telecom Kamla Nagar 1. Airtel 2. Vodafone 3. Aircel Good NetworkModern Telecom Kamla Nagar 1. Airtel 2. Vodafone 3. Idea Brand ValueS.K Communication Kamla Nagar 1. Airtel 2. Vodafone 3. Idea Brand ValueHarish Telecom Kamla Nagar 1. Airtel 2. Vodafone 3. Idea Good NetworkGeneral Telecom Kamla Nagar 1. Airtel 2. Vodafone 3. Idea Good NetworkYS Telecom Kamla Nagar 1. Airtel 2. Vodafone 3. Idea Good Network

Ashok Hudson Lane 1. Vodafone 2. Airtel 3. IdeaHigh demand, Good Promotion

Raj Mobile Store Hudson Lane 1. Airtel 2. Aircel 3. Vodafone Good Network

Plus 2000 World Hudson Lane 1. Vodafone 2. Airtel 3. IdeaHigh demand, Good Promotion

Tip Top Corner Hudson Lane 1. Airtel 2. Vodafone 3. Idea Good Network

Nice Communication Hudson Lane 1. Idea 2.Airtel 3. VodafoneHigh demand, Good Promotion

One Mobile Hudson Lane 1. Airtel 2. Vodafone 3. Idea Good Network

Gumber TelecomEdward Line, Kingsway Camp 1. Vodafone 2. Airtel 3. Idea Good Network

Gem ComputerGate Of Zoology Dept.,DU 1. Airtel 2. Vodafone 3. Idea Good Network

Prince Audio PalaceEdward Line, Kingsway Camp 1. Vodafone 2. Airtel 3. Idea Brand Value

New Connections Kamla Nagar 1. Airtel 2. Vodafone 3. Idea Good Network

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