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A RESEARCH ON CONSUMER PERCEPTION OF AIRTELBROADBAND SERVICES AMONG SMALL MEDIUM ENTERPRISES

AHMEDABAD

PALLAV PAREKH ROLL.NO:23


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OBJECTIVE

Primary: To Analyzing the satisfaction level of customers towards Airtel

Broadband service.

Secondary: To study how the customer choose their respective landline and broadband

services. To find the awareness among the customers about Airtel Broadband and its new

products.

To find out the problems faced by the broadband users

To analyze the position of Airtel Broadband against its competitors.

To analyze the loyalty status of the consumers.

To identify the customer preferences.

To find out the strength and weakness of product and its competitors

To make suggestion, if any to improve existing condition.

To know if there are relationships between customer satisfaction and customerloyalty.


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NEED AND SCOPE OF THE STUDY

Customer Satisfaction helps every organization to keep the existingcustomer and to build new customer

This research is aimed at profiling the standard customer with an aim to

increase the network and improve company-customer relations

This research is aimed to provide the management with some knowledgeabout its status in market both in terms of sales and customer awareness.

The research also aims to provide some ideas to improve the companys

present condition


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FORMULATION OF HYPOTHESIS

The more satisfied the customers are with the speed of datatransmission, the higher is the customer satisfaction.

The more satisfied the customers are with after sales service, the higheris the overall satisfaction.

The process of getting the problem solved will increases the customerloyalty and satisfaction

The higher is the overall satisfaction, the higher is the intention of

additional purchase. (up gradation or new purchase ).

The higher is the overall satisfaction, the higher is the intention ofrecommendation.


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Bharti Airtel Broadband and TelephonyServices.

Products of Bharti Airtel Broadband and Telephony Services.

DEL Direct Exchange Line Land line Phone (Voice)

DSL Digital Subscriber Line for data

Business focus of Bharti Airtel Broadband and Telephony Services.

Operational excellence

Reducing churns

Tightening cost

Utilizing capacity

Customers of Bharti Airtel Broadband and Telephony Services.

Residents

Small and medium enterprises

Corporate


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RESEARCH METHEDOLOGY

Area of the study:The study was mainly concentrated on Ahmedabad district.

Research Design:Descriptive Research: Descriptive research includes survey and

fact-findings enquire of different kinds. The major purpose of descriptiveresearch is description of the state affairs, as it exists at present.

Data Collection;The study is based on the data collected through primary and

secondary sources. Primary Data:

An interview schedule was designed to collect primary data fromvarious broadband users.

Secondary Data:

Secondary data was collected from journals, magazines, web sitesand from other relevant publications.


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RESEARCH METHEDOLOGY

Sampling Design:The sampling design mainly consists of the sample taken for the study along

with the sample size, sample frame and sampling method. Sample Universe:

All customers using broadband connection was taken as the sample universe.

Sample Size:From the Ahmedabad, sample sizes of 100 customers were selected for the

purpose of the study. Sample Frame:

The customers were selected on a random basis from which therespondents were selected based on convenience.

Sampling Method:Convenience sampling was used, based on the willingness and availability of

the respondents. The study was conducted on consumers with different type ofbusiness.

Research periodThe time for the project was limited to 45 days only (from 1-30 December). From

this, 30 days was spent for the collection of data.


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Analysis and Interpretation Table showing necessity of net connection in the organization:

The Interpretation is that 57 % of the organizations are primarily depending on Internetusage. And 39 % of the organizations are using it as supporting activity for doing theirbusiness. Only 4 % of the organizations are thinking that internet is not necessary fordoing there business.

57

39

4

0

10

20

30

40

50

60

Much

Needed

Some

what

Not so

East

Opinion No. ofresponde

nts

Percentage

Very much

needed57 57

Some whatneeded 39 39

Not so needed 4 4

Total 100 100


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Table showing the type of connectionused in the organizations

The Interpretation is that all of the sample units were using Broadband connection and none ofthem were using other type of connection for organizational usage.

100

0 0 00

10

20

30

40

50

60

70

80

90

100

Broadband Dial-up GPRS others

East

Connection

type

No. of

respondent

s

Percentage

Broadband 100 100

Dial-up 0 0

GPRS 0 0others 0 0

Total 100 100


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13-04-2010 10

Table showing number of systems usedin organizations

The interpretation is that 76 percentage of the organization is having less than 10 systems.Sixteen percentages of organizations are having between ten to 20 computers. Only 4organizations are having between 21-30 and greater than 30 systems.

76%

16%4% 4%

lesser than 10

10-20

21-30Greater than 30

Number of

systems

No. of

respondent

s

Percentage

Lesser than 10 76 100

1020 16 16

2130 4 4

Greater than 30 4 4

Total 100 100


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13-04-2010 11

Table showing telecom expense for voice

The interpretation is that around 45 % of the customers in the sample have voice billing below 2500Rs. 37 % of the customers have billing between 2500 and 5000. And 13 % of the customers havebilling in between 5001 and 1000. Only 5 customers have billing above 10000.

45%

37%

13%5%

Below 2500

2500-5000

5001-1000Above 10000

Amount No. of

respondent

s

Percentage

Below

250045 45

2500-5000 37 37

5001-1000 13 13

Above 10000 5 5

Total 100 100


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Table showing telecom expense for Data transmission

The interpretation is that 20 % of the customers have Data (internet) billing below 2500/- . 38 %of the customers have billing in between 2500 and 5000. 37 % of the customers have billing ofbetween 5001 and 1000. The remaining 5 % of the customers have data billing aboveRS.10000/-

Below 2500

20%

2500-500038%

5001-1000

37%

Above 10000

5%

Below 2500

2500-5000

5001-1000

Above 10000

Amount No. of

respondent

s

Percentage

Below

250020 20

2500-5000 38 38

5001-1000 37 37

Above 10000 5 5

Total 100 100


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Table showing reason for choosing Airtel broadband connection

The interpretation is that only 13% of the customers preferred Airtel broadband because ofoffers. The highest 37 % of the customers preferred Airtel because of the quality of serviceoffered by Airtel. The second most 30% of the customers have preferred because of the Speedof internet service. It also shows the brand name also has some implication before choosingAirtel Broadband services. 20% of the customer has chosen Airtel because of the brand nameAirtel

Offers

13%

Service quality

37%Speed &

Security

30%

Brand Name

20%Offers

Service quality

Speed & Security

Brand Name

Characteristics No. of respondents Percentage

Offers 13 13

Service quality 37 37

Speed & security of

Data30 30

Brand Name 20 20

Total 100 100


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Table showing customer rating of speed of Data transmission

The interpretation is that around 55% of the customers rated the speed of data transmission isvery good in Airtel broadband. Only 6% of the customers are worried about the speed. 2% of thecustomers rated it as Excellent.

Poor

6%fair

21%

Good

55%

Very good

16%

Excellent

2%Poor

fair

Good

Very good

Excellent

Ranking No. ofrespondent

s

Percentage

Poor 6 6

Fair 21 21

Good 55 55

Very

good16 16

Excellent 2 2

Total 100 100


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Table showing customer rating of after sales service

The interpretation is that, 12% of the customer has rated the after sales service as excellent.Some 26 % rated it as very good and 35% as good. But the concern is that 13 % of the customeralso feel that the after sales service is poor.

Poor

13%

fair

14%

Good

35%

ery good

26%

Excellent

12%Poor

fair

Good

Very good

Excellent

Ranking No. of

respondent

s

Percentage

Poor 13 13

Fair 14 14

Good 35 35

Very

good26 26

Excellent 12 12

Total 100 100


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Table showing customer ranking of usage experience

The interpretation is that around 38% of the customers has ranked the usage experience was good.25% of the customers ranked it as very good. 12% of the customers ranked it as excellent. Also 10% of the customer rated it as poor.

Poor

10%fair

15%

Good

38%

Very good

25%

Excellent

12% Poor

fair

Good

Very good

Excellent

Ranking No. of

respondentsPercentage

Poor 10 10

Fair 15 15

Good 38 38

Very

good

25 25

Excellent 12 12

Total 100 100


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Table showing Rating of Airtel broadband with other competitors in the same category

The interpretation is that around 45 % of the customers feel that Airtel broadband is much betterthan other products in this category. 35% customer feels that Airtel broadband is somewhat betterthan competitor products. Around 10% of the customer feels that it has the same service as that ofcompetitors. And 10% of customer feels that it is worse than its competitors.

Much better

45%

some what

35%

Same

10%

Worse

10%

Much better

some what

Same

Worse

Ranking No. of


Much

better

45 45

Some what 35 35

Same 10 10

Worse 10 10

Total 100 100


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Overall satisfaction level of Airtel broadband customers

The interpretation is that 19% of the SME customer is highly satisfied with the overall serviceprovided by Airtel broadband. 44% of the customer is satisfied with the overall service offered bythe service. Around 7% of the customer are highly dissatisfied bye the service

Highly

dissatisfied

7%Dissatisfied

11%

Average19%

Satisfied

44%

Highly Satisfied

19%

Highly dissatisfied

Dissatisfied

Average

Satisfied

Highly Satisfied

Ranking No. of


Highly

dissatisfied

7 7

Dissatisfied 11 11

Average 19 19

Satisfied 44 44

Highly satisfied 19 19

Total 100 100


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Findings

Quality of the service provided plays an important role in keepingthe existing customers and to bring new customers.

In most of the organization, Internet plays an important role in theday to day activities.

Most of the organizations prefer broadband connection over othertype of connection because of speed and other compatibility ofservice.

A number of the organization preferred Airtel because of thequality of service provided and also for the speed of datatransmission.

Many customers have rated the speed of data transmission isvery good. Some customers had complaints regarding the speed.This is mostly due to number of systems connected by singlebroadband connection.


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Findings

The safety and security of Airtel network is rated very well by most ofits customers. Safety of data is very important in any type oforganization. Airtel with its own PC security suite helps organizationsprotect its data from theft and prevents it from harmful attacks.

After sales service plays essential part of customer satisfaction. Morethan 10% customers have complaints regarding the after salesservice of Airtel broadband. But a number of customers havereported it excellent and very good.

Customers feel Airtel broadband was much better than othercompetitive products of the same category. This shows the placeAirtel has achieved in the minds of the customer in Ahmedabadregion.

The overall satisfaction level is very high among customers.


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Suggestions

On completion of the project work Customer perception towards Airtelbroadband service among Small and medium scale industries (SME)customers of Ahmedabad, I would like to give my suggestions which thecompany can make use of:-

The customer rate quality of the service as the most relevant one andhence Airtel Broadband services should maintain the quality in services

and should make improvements in this feature. Some customers are planned to discontinue because of high billing and

after sales service is not good. Though it is a small percentage thecompany should focus on these to keep the brand image in the minds ofpeople.

If any complaint is observed from the customers, it should be dealt

quickly. This will reduce the chance for dissatisfaction. Many dissatisfied customers asked for more information about other

plans or change of plans. So the dissatisfaction may be due to providingwrong plans by the sales persons. So the company can make use of thisopportunity to retain its customers by providing the right plans.


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Suggestions

SME segment is a high potential market (especially in Ahmedabad) and thecompany should take care of more promotional activities in which advertisementplays and effective role and hence to have a competitive edge over other brands.

Lack of awareness about the plans is high among customers. So the companymust provide an awareness program about the specialized plans for them.

The detailed billing is provided as a value added service in Airtel broadband. It isfree of cost in its competitors like BSNL. So the company could provide the serviceas free of cost. It will help customers clear their doubts about billing and hence toimprove their satisfaction level.


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CONCLUSION

The project titled A research on customer perception of Airtelbroadband services among small medium enterprises, Ahmedabadwas carried out among the consumers in Ahmedabad. The overall objectiveof the study was to fine out how the customer perceives Airtel broadband

services and to find out their satisfaction towards the service against itscompetitors. The study revealed the picture of customers perception andsatisfaction which help Airtel broadband to encourage more people to bethe consumers of Airtel Broadband.

QUESTIONNAIRE
http://../Downloads/QUESTIONNAIRE.dochttp://../Downloads/QUESTIONNAIRE.doc


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BIBLIOGRAPHY

Philip Kotler and Gery Armstrong ,Principles of Marketing Management

Kothari C.R, Research Methodology- Methods and Techniques;

Second Edition; 2004

Websites:

WWW. BHARTIAIRTEL.IN

WWW. AIRTEL.IN

WWW. GOOGLE.COM


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THANK YOU !!

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