A STUDY ON CUSTOMER SATISFACTION WITH

AIRTEL SERVICES IN THE KRISHNAGIRI TOWN

Thesis Submitted to Periyar University in partial fulfillment of the
requirements for the Award of the Degree of Master of
Commerce

Submitted By
R GLORY
(REG. NO C23PG163COM003)

Research Supervisor
MR S. JOSE BEENA M.V., M.Com(CA)., M.Phil., MBA., M.A., (ECO).,
Asst. Prof. of Commerce

DEPARTMENT OF COMMERCE
GONZAGA COLLEGE OF ARTS AND SCIENCE FOR WOMEN
Affiliated to Periyar University-Salem * Accredited by NAAC with ‘B’ Grade
Kathampallam, Elathagiri - 635 108 Krishnagiri District, Tamil Nadu.

April 2025
 Mrs. JOSE BEENA M.V., M.Com(CA)., M.Phil., MBA., M.A., (ECO).,
Assistant Professor & Research Supervisor
PG & Research Department of Commerce
Gonzaga College of Arts and science for Women
Kathampallam - 635 108

CERTIFICATE

This is to certify that the project report entitled “A Study on Customer Satisfaction
with Airtel Service in the Krishnagiri” submitted to the Periyar university, Salem in partial
fulfillment to the requirement for the award of the Degree of Master of Commerce is record
of Bonafide project work carried out by R GLORY (REG. NO: C23PG163COM003) under
my guidance. No part of this project work has been submitted for the award of any degree,
diploma, fellowship or other similar titles or prizes and that the work has not been published
in part or full in any scientific or popular journals or magazines.

Date:

Place: Kathampallam

Signature of the Supervisor Signature of Head of Department

(Dr. A. JOHN DAYANA, M.Com. B.Ed., Ph.D.) (P. SHANMUGAPRIYA M. Com, M. Phil,
SET)

Verified and Certified

INTERNAL EXAMINER EXTERNA L EXAMINER

 DECLARATION

I herby declare that the dissertation entitled DECELERATION “A Study on Customer

Satisfaction with Airtel Service in the Krishnagiri” submitted to the Periyar University,
Salem in partial fulfilment of the requirement for the award of the degree of MASTER OF
COMMERCE is a record of the original research work done by me during the period of my
study 2024-2025. Under the supervision and guidance of Mrs. JOSE BEENA M.V.,
M.Com(CA)., M.Phil., MBA., M.A(Eco)., Assistant Professor Department of Commerce,
Gonzaga College of Arts and Science for Women, Elathagiri and it has not been previously
formed the basis for the award of any Degree/Diploma/Associateship/ Fellowship or other
similar title to any candidate of any university.

Place: Kathampallam R GLORY

Date: (Signature of the candidate)

 ACKNOWLEDGEMENT

First and foremost, I would like to express my sincere gratitude to the Almighty for his spiritual guidance

and the blessings that enabled me to successfully finish this research project.

I am extremely appreciative of the blessings bestowed by our college's secretary, Rev. Mother

C. Noel Rani, FSAG, and the board of management and administrative team.

I'm happy to thank Dr. E. GlittaSumangali, FSAG, M.Sc., M.Phil., Ph.D., the Principal, who serves as

an inspiration to all aspiring research scholars.

My sincere gratitude to the Head and Assistant Professor of the commerce department, Ms. P.

Shanmugapriya, M.Com., M. Phil, SET.

Student-friendly, academically supportive and a keen observer. Without mentioning the invaluable

cooperation and support of those who provided us with ongoing direction and encouragement, who were

a beacon of light and who successfully crowned our efforts, no work would ever be completed

successfully. I sincerely thank my research guide Vice, Mrs. JOSE BEENA M.V., M.Com(CA).,

M.Phil., MBA., M.A (Eco).,

I owe a debt of gratitude to the customers who have assisted me in gathering information for my

research.

Lastly, but just as importantly, I owe a debt of gratitude to my parents, relatives and close friends for

their unwavering patience, encouragement and loving support throughout my research endeavors.

GLORY R
 INDEX
Description Page No
Chapter- I 1-13
❖ Introduction

❖ Objectives of the Study

❖ Need for the Study

❖ Scope of the Study

❖ Methodology

❖ Research Methodology

❖ Limitations of the Study

Chapter-II 14-27

❖ Company Profile

&

❖ Industry profile

Chapter –III 28-34

❖ Theoretical Framework

Chapter –IV 35-61

❖ Data Analysis and Interpretation.

Chapter –V 62-69

❖ Findings

❖ Suggestions

❖ Conclusion

❖ Bibliography

❖ Questionnaire
CHAPTER –I
 INTRODUCTION
Marketing:
Marketing is indeed an ancient art it has been practiced in one way or the other since

the days of adam and eve. Its emergency as a management discipline, however, is of

relatively recent origin. And with in this relatively short period, it has gained a great deal of

importance and stature, in fact today most management thinkers and pratitioners the world

over, regarding marketing as the most important of all management function in any business.

Definition of Marketing:
“Marketing is a social and managerial process by which individuals and group obtain

what they need and want through creating, offering and exchanging products of value with

others”.

-Philip Kotler

“Marketing consist of all activities which a company adopts itself to it’s environment-

creativity and profitability”.

-Roy Corey
The Marketing Concepts:
The marketing concept was born out of the awareness that marketing starts with

the determination of customer wants and ends with the satisfaction of those wants the

concept puts the consumer both at the end of the business cycle. It stipulates that any

business should be organized around the marketing function, anticipating, stimulating and

meeting customer’s requirements. The customer, not be corporation has to be the center of

the business universe. A business cannot succeed by sampling products and services that are

not properly designed to serve the needs of the customers. It proclaims, “the entire business

has to be seen from the point of view of the customer”.

1
Marketing Research:
Marketing research is a dynamic subject it has a wide coverage including marketing

studies relating to market product policies mean and methods etc. Marketing research begins

even when production is in the planning stage. It is also continuous through out the lifetime

of an enterprise. It is thus a continuous operating although here may be some adhoc projects

taken up for solving specific problems of enterprise.

Marketing research is the collection and interpretation facts that marketing to get

production Mix efficiently in to the hands of customers. Marketing research encompasses all

information pertinent to this task. It is the systematic objective and exhaustive search from

and study of facts relevant to any problem in the field of marketing.

Definition of Marketing Research:

Marketing research is the systematic problem analysi analysis, model building and

fact for the purpose of improved, model building and fact for the purpose of improved

decision making and control in the marketing of goods and services”.

Philips kotler

“Marketing research serves two major functions, it provides information for decision making

and it develops new knowledge”.

-Robert F

2
 We are one of India’s leading providers of telecommunication services with a

nationwide presence in all the 23 licensed jurisdictions (also known as telecom Circles). We

served an aggregate of 88,270,194 customers as of December 31, 2008; of who 85,650,733

subscribe to our GSM services and 2,619,461 use our Tele media Services either for voice

and/or broadband access delivered through DSL. We are largest wireless service provider in

the country, based on the number of subscribers as of December 31, 2008. We also offer an

integrated suite of telecom solution to our enterprise customers, in addition to providing long

distance connectivity both nationally and internationally. We have recently forayed into

media by launching our DTH and IPTV services. All the services are rendered under a

unified brand “Airtel”. The company also deploys, ownsand manages passive infrastructure

pertaining to telecom operations under its subsidiary Bharti Infratel Limited. Bharti Infratel

owns 42%of Indus Towers Limited. Bharti Infratel and Indus Tower are the two top

providers of passive infrastructure services in India. In developing a market plan, your

primary functions are to understand the needs and desires of your customer select or develop

a product or service that will meet customer needs, develop promotional material that will

make the customer aware, and ensure product or service delivery.

3
4
 OBJECTIVES

The main purpose and objective for this study is

❖ To know the signal in their area

❖ To find out if they are satisfied and aware of the services and offers provided

❖ To recommend measures for improving the product

5
 NEED FOR THE STUDY

Need of Study increasing competition ever growing market easy availability of the

finances and increasing population of young executives with huge disposable incomes over

the past few years has substantially increased the sales in the communication also the

competition among the dealers of the product as increased with each trying to maximize their

customer base . the study tries understand the key service parameters and reflect upon the

dysfunctional areas thus providing the dealer with an insight into the level of consumer

satisfaction and changing trends of the consumer expectation.

6
 SCOPE OF THE STUDY

Before business can develop marketing strategies, they must understand what factors

influence buyers' behavior and how they make purchase decision to satisfy their needs and

wants.

This study aims towards collecting information about consumers Psychology towards

Airtel and thus helping Airtel in understanding customer's nature and help in developing

strategies which will thus help them in increasing their business.

It is done to understand what consumers consider while going for purchasing Airtel

Products.

By this study we came to know how the organization retaining and sustaining its

customer.

The main purpose of this project is to study consumers buying, behavior and develop

strategies which help Airtel in increasing their market share.

This study is mainly focused on various factors that affect consumers buying decision.

Such as social, psychological and personal.

This study helps to understand the satisfactory level of consumers towards the brand.

And also understanding the consumer attitudes and their buying motives by means of

company brand image.

7
 METHODOLOGY

METHODS OF DATA COLLECTION:

The Data has collected in two ways:

Primary Data:
Primary data are those, which are collected for the first time, and they are

original in character. A suitable combination of Questionnaire techniques, & discussion

with the respondents was used to collect the required Primary data. Primary data gives

higher accuracy and facts, which is very helpful for any research and its findings.

Secondary data: -
Secondary data are those, which are already collected by someone for some

purpose and are available for the present study. Secondary data was collected from the

magazines, websites and other such sources.

8
 RESEARCH METHODOLOGY

For an Airtel project research methodology, consider using a survey method with a

structured questionnaire to gather primary data from Airtel users, alongside secondary data from

company profiles, websites, and articles. Employ random sampling for a representative sample size

and analyze data using percentage analysis and other statistical methods.

❖ Nature of the study

❖ Sample unit

❖ Pilot study

❖ Sampling method

❖ Sample size

❖ Data collection

❖ Research instruments

Nature of the study

The nature of study could be exploratory, descriptive, or explanatory, depending on the

research question. It could involve survey methods, case studies, or even mixed methods, with data

collection through questionnaires or interviews, and analysis using statistical or qualitative

techniques.

Types of Research (Nature of Study):

• Exploratory:
If the aim is to understand a phenomenon or identify key issues related to Airtel, such as

customer satisfaction or market trends, exploratory research is suitable.

9
 • Descriptive:
If the goal is to describe the characteristics or features of Airtel's services, target

audience, or performance, descriptive research is appropriate.

• Explanatory:
If the research aims to understand the cause-and-effect relationships or factors

influencing certain outcomes related to Airtel, explanatory research is needed.

Sample unit

The sample unit of study could be Airtel customers residing in Areas (or a specific area

within) who use Airtel mobile services or other Airtel products/service

Defining the Sample:

• Geographic Area: Clearly define the area within Echanahalli that you will be studying. This

could be a specific locality, street, or even a cluster of houses.

• Airtel Users: Ensure that the sample consists of individuals who are Airtel subscribers and

actively using Airtel services (mobile, broadband, etc.

Sampling Method:
• Random Sampling: If possible, use a random sampling method to ensure that each

Airtel customer in the area has an equal chance of being selected for the study.

• Convenience Sampling: If random sampling is not feasible, consider using

convenience sampling, where you select Airtel users who are easily accessible in the

area.

• Quota Sampling: You could also use quota sampling to ensure that your sample

reflects the demographics of Airtel users in the area

10
Sample size

The sample size will depend on the nature of your research question and the resources

available. A larger sample size will provide more reliable results but will also require more time

and resources.

Data collection

Data collection involves using surveys with questionnaires to gather primary data from a

representative sample of Airtel customers, aiming to understand their satisfaction and service

experiences.

Purpose of Data Collection:

The primary goal is to gather firsthand information about Airtel customers' experiences,

opinions, and perceptions related to the services provided

Data Collection Tools:

• Questionnaires: Questionnaires are structured documents containing a series of questions

designed to gather specific information from respondents.

• Direct Interviews: In some cases, researchers may conduct direct interviews with

respondents to gather qualitative data and gain deeper insights

Research instruments

common research instruments include structured questionnaires, surveys, focus groups, and

interviews to gather data on customer satisfaction, service quality, and market analysis

11
 OPERATIONAL DEFINITION

An Operational definition could be: "Airtel project" refers to any initiative or

activity undertaken by Bharti Airtel, or its subsidiaries, within the area to improve or expand its

telecom services, including mobile network coverage, broadband access, or customer service."

A more detailed breakdown of what this operational definition covers:

• Bharti Airtel and Subsidiaries:

This clarifies that the project must be directly related to the company or its operational

entities.

• Echanahalli Area (635116):

This specifies the geographical scope of the project, ensuring it's within the defined

location.

• Telecom Services:

This encompasses the core activities of Airtel, such as mobile network (4G/5G),

broadband, and related services.

• Improve or Expand:

This indicates the nature of the project, focusing on either enhancing existing services

or introducing new ones.

12
 LIMITATIONS

❖ The study is restricted only to AIRTEL, Delhi respondents. The view of their other

areas is not taken.

❖ Few respondents answer was collected.

❖ Respondents concentrated where the customers of AIRTEL only.

❖ Since the researcher selected 50 sample size it is not sufficient to cover opinion of

entire population.

❖ Time duration in conducting the research is very low.

13
CHAPTER –II

14
 INDUSTRY PROFILE

Indian mobile telephony market is increasing day by day and there is more to happen with

technological up gradations occurring nearly every day and the ever-increasing demand for easier

and faster connectivity, the mobile telephony market is expected to race ahead.

India has a fast-growing mobile services market with excellent potential for the future. With

almost 5 million subscribers amassed in less than two years of operation, India's growth tempo has

far exceeded that of numerous other markets, such as China and Thailand, which have taken more

than five years to reach the figures India currently holds. The number of mobile phone subscribers

in the country would exceed 50 million by 2005 and cross 300 million by 2010, according to

Cellular Operators Association of India (COAL). According to recent strategic research by Frost &

Sullivan, Indian Cellular Services Market, such growth rates can be greatly attributed to the

drastically falling price of mobile handsets, with price playing a fundamental role in Indian

subscriber requirements. Subscribers in certain regions can acquire the handset at almost no cost,

thanks to the mass-market stage these technologies have reached internationally. The Indian

consumer can buy a handset for $150 or less. This should lead to increased subscribership. This

market is growing at an extremely fast pace and so is the competition between the mobile service

providers.

With the presence of a number of mobile telephony services providers including market

leaders like Airtel, Reliance, Idea, Vodafone, Tata Indicom etc who are providing either of the two

network technologies such as Global System for Mobile Communications (GSM) and Code

Division Multiple Access (CDMA). In cellular service there are two main competing network

technologies: Global System for Mobile Communications (GSM) and Code Division Multiple

15
Access (CDMA).

The Company's wireless network runs on a GSM technology. The mobile telephony services

providers Airtel, Vodafone, have been competing aggressively for their market share with MTNL,

Tata Indicom, Reliance and Idea Cellular entering into the foray, this tussle has only become more

tough. With major market share in the hands of the likes of Reliance, Airtel, Vodafone, Idea

Cellular the others have been finding it difficult to compete in the market. The Telecom Regulatory

Authority Of India (TRAI) has been playing an important role in keeping a watch on these existing

players and bringing new environment as well as policies and reforms for these Mobile Telephony

Service Providers and permitting them to provide mobile telephony services including permission to

carry its own long distance traffic within their service area without seeking an additional license.

TRAI's mission is to create and nurture conditions for the growth of telecommunications including

broadcasting and cable services in the country in a manner and at a pace which will enable India to

play a leading role in the emerging global information society. The service providers are free to

provide, in its service area of operation, all types of mobile services including voice and non-voice

messages, data services and PCO's. The Operators would be required to pay a one-time entry fee.

The basis for determining the entry f

16
 ee and the basis for selection of additional operators would be recommended by the TRAI.

Although the cellular services market in India grew during the late 1990s (as the number of

players increased and tariffs and handset prices came down significantly) the growth was rather

marginal. This was because the cellular service providers offered only post-paid cellular services,

which were still perceived to be very costly as compared to landline communications. Following

this realization, the major cellular service providers in India, launched pre-paid cellular services in

the late 1990s. The main purpose of these services was to target customers from all sections of

society (unlike post-paid services, which were targeted only at the premium segment).

Bharti's Vision
By 2010 Airtel will be the most admired brand in India:

❖ Loved by more customers

❖ Targeted by top talent

❖ Benchmarked by more businesse

INCLUDEPICTURE
"http://bhartiairteLin/fileadminitemplatestmairilimages/brandimages/inverted commas

left.jpg" MERGEFORMATINET “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 INCLUDEPICTURE

“http://bhartiairtelinifileadmin/templates/mairilimages/brand_images/inverted commas

ryt.jpg"

\*MERGEFORMATINET )”
17
Bharti's Mission
To be globally admired for telecom services that delight customers.

We will meet global standards for telecom services that delight customers through:

❖ Customer Service Focus

❖ Empowered Employees

❖ Cost Efficiency

❖ Unified Messaging Solutions

Board of Directors
Name Designation
Sunil Bharti Mittal Chairman
Chua. Sock Koong Director
Manish Kejriwal Director
Sheikh Faisal Thani Al-Thani Director
V K Viswanathan Director
Shishir Priyadarshi Director
Copal Vittal Managing Director & CEO
Craig Ehrlich Director
Tan Yong Choo Director
Ben Verwaayen Director
D K Mittal Director
Rakesh Bharti Mittal Non-Executive Director

18
SERVICES

❖ Mobile- Prepaid Postpaid (2G,30,40).

❖ Home Phones — Fixed Line - Fixed Wireless Phones

❖ Broadband & Internet

❖ Calling Cards

❖ Wireless Internet — Data Card - USB Modem

❖ Airtel Digital Tv (DTH).

19
 COMPANY PROFILE

Telecom Company Bharti Airtel is the flagship company of Bharti Enterprises. The

businesses at Bharti Airtel have been structured into three individual strategic business units

(SBU's)

1. Mobile services 2. Broadband and telephone services (B&T) 3. Enterprise services

The Mobile services group provides GSM mobile services across India in 23 telecom

circles, while 13&T business group provides broadband & telephone services in 94 cities.

The Enterprise Services group has two sub-units — carriers (long distance services) and

services top corporates. All these services are provided under the Airtel brand

Airtel comes to you from Bharti Tele-Ventures Limited - a part of the biggest private

integrated telecom conglomerate, Bharti Enterprises. In its six years of pursuit of greater

customer satisfaction, Airtel has redefined the business through marketing innovations,

continuous technological up gradation of the network, introduction of new generation value

20
 added services and the highest standard of customer care.

Bharti is the leading cellular service provider, with an all India footprint covering all

23 telecom circles of the country. It has over 25 million satisfied customers.

Bharti Airtel limited is a telecom MNC headquartered in New Delhi India, with a presence in 20

countries across the world its the 4th largest telecom company in the world in terms of

subscribers base which was over 275 million as on July 201.3. Airtel is also the largest telecom

company in India and the second largest in country mobile operator by subscriber base after

china mobile.

Sunil Bharti Mittal is the head of Airtel. Airtel is the largest provider of mobile

telephony and second in terms of fixed telephony and also provides broadband and DTH

services. Airtel became the first Indian company to get gold certification by CISCO.

Cellular telephony was introduced in India during the early 1990s. At that time, there were

only two major private players, Bharti (Airtel) and Essar (Essar) and both these companies

offered only post-paid services. Initially, the cellular services market registered limited

growth. Moreover, these services were mostly restricted to the metros. Other factors such as

lack of awareness among people, lack of infrastructural facilities, low standard of living, and

government regulations were also responsible for the slow growth of cellular ph

21
SWOT ANALYSIS

SWOT analysis is a strategic planning method used to evaluate strength weaknesses,

opportunity and threats involved in a project or in Business. SWOT analysis will give us a

quick review of an organization current status. SWOT analysis for Airtel in India:

STRENGTHS
❖ Cost advantage

❖ Current leaders in quality service

❖ Largest distribution network

❖ Ability to constantly innovate

❖ Highly skilled workforce

❖ Entrepreneurial zeal

❖ Airtel's increased equity and market cap

WEAKNESSES
❖ To prove credibility

❖ Price pressures

❖ Need for Government support

❖ Awareness

❖ Sales and Marketing

22
OPPORTUNITIES

❖ To sustain passion and commitment

❖ Airtel's market share increasing at other service provider expense.

❖ Attain higher value services

❖ Collaborative business needs to be explored

❖ Vertical repeatable solutions.

❖ Low penetration level in rural markets.

THREATS
❖ Foreign inv estment

❖ Global trends moving from G.PS to W.L.L.

❖ Lack of global parity in telecom tariff

❖ Other competition

NETWORK OF AIRTEL

CELLULAR SERVICE

Airtel Completes Its 23 Circle All India Footprint Airtel now connects India from the

Indus to the Indian Ocean and from Sabamati to the Brahmaputra on a network of more than

10,000 base stations with cumulative investments of more than Rs. 16,000 crores.

23
INTERNET INFRASTRUCTURE
Our Internet backbone involves state of the art high-end routers and switches as may

deployed on the best networks across the world to offer you reliable service of unmatched

quality. Three years back we had established satellite based gateway for intemet access. This

was the first gateway by a private operator. Now we have established our fibre gateway on

Network i2i, first private submarine cable owned by us and SingTel.

FIXED LINE INFRASTRUCTURE

Our high quality fibre-based, fixed line networks in Delhi, Haryana, Tamil Nadu,

Karnataka, Madhya Pradesh and Chahattisgarh, intensively covers the most prominent

commercial and business -districts in the country. We provide the power of last mile fixed

line network to bring end-to-end voice and data solutions.

LONG DISTANCE INFRASTRUCTURE

Our 25,000 km advanced fibre-optic cable long distance network covers India's top

200cities. And it powers the services of India's leading private telecom service providers -

cellular, fixed line and internet through Our Long Distance Services.

24
AIRTEL BROADBAND

Bharti Televentures is the fixed line operator business of Airtel. In the recent branding

exercise, all the services have been offered under the Airtel brand. Data is the next driver for

growth. This is clear to the operators who have belatedly realized the implications for having

a pie in all the segments of telecommunications. Hence Bharti ventured in the broadband

market.

WIRELESS INTERNET
It Includes:

1. Data Card

2. USB Modem

Data Card

Airtel Data Card is the superior PC Data Card solution which delivers wireless

internet capabilities to laptops and notebooks, by providing EDGE and GPRS technologies in

a single PC Card package. On an EDGE network, Airtel Data Card enables connection to the

Internet using EGPRS. In areas where EDGE services are not available, the Airtel Data Card

still enables reliable and secure data connections over GPRS. Airtel Data Card opens up the

true world of wireless internet and is an ideal companion for a mobile professional, enabling

Internet, Email and Office applications with real-time secure VPN access to corporate

applications whilst on the move. Anytime, Anywhere Connectivity.

25
USB Modem

Airtel USB Modem is the superior PC solution delivering wireless internet capability

to laptops and notebooks by providing EDGE and GPRS technologies in a single PC Card

Package. On an EDGE network Airtel USB Modem enables connection to the Internet using

EGPRS. In areas where EDGE services are not available, the Airtel USB Modem enables

reliable secure data connections over GPRS. Airtel USB Modem opens up the true world of

mobile wireless internet and is the ideal companion for the mobile professional, enabling

Internet and Email whilst on the move. Anytime- Anywhere Connectivity.

26
CHAPTER-III

27
 THEORETICAL FRAME WORK

Marketing:

Marketing is indeed an ancient art it has been practiced in one way or the other since

the days of adam and eve. Its emergency as a management discipline, however, is of

relatively recent origin. And with in this relatively short period, it has gained a great deal of

importance and stature, in fact today most management thinkers and practitioners the world

over, regarding marketing as the most important of all management function in any business.

Definition of Marketing:

“Marketing is a social and managerial process by which individuals and group obtain

what they need and want through creating, offering and exchanging products of value with

others”.

-Philip Kotler

“Marketing consist of all activities which a company adopts itself to it’s environment-

creativity and profitability”.

-Roy Corey

The Marketing Concepts:

The marketing concept was born out of the awareness that marketing starts with

the determination of customer wants and ends with the satisfaction of those wants the

concept puts the consumer both at the end of the business cycle. It stipulates that any

28
business should be organized around the marketing function, anticipating, stimulating and

meeting customer’s requirements. The customer, not be corporation has to be the center of

the business universe. A business cannot succeed by sampling products and services that are

not properly designed to serve the needs of the customers. It proclaims, “the entire business

has to be seen from the point of view of the customer”.

Marketing Research:

Marketing research is a dynamic subject it has a wide coverage including marketing

studies relating to market product policies mean and methods etc. Marketing research begins

even when production is in the planning stage. It is also continuous through out the lifetime of an

enterprise. It is thus a continuous operating although here may be some adhoc projects taken up

for solving specific problems of enterprise.

Marketing research is the collection and interpretation facts that marketing to get

production Mix efficiently in to the hands of customers. Marketing research encompasses all

information pertinent to this task. It is the systematic objective and exhaustive search from

and study of facts relevant to any problem in the field of marketing.

Definition of Marketing Research:

Marketing research is the systematic problem analysi analysis, model building and

fact for the purpose of improved, model building and fact for the purpose of improved

decision making and control in the marketing of goods and services”.

Philips kotler

29
 “Marketing research serves two major functions, it provides information for decision

making and it develops new knowledge”.

-Robert Ferder
Nature and Scope of Marketing Research:

Marketing research is of a comparatively recent origin even through it made a slow

beginning its growth in a short span has been tremendous. It has, in the course of

development sophisticated methods and methodologies in the application of statistical and

behavioral science concepts. The use of marketing research in consumer market is now

reasonably wide spread. It ascertains the position of the company in a specific industry. It

indicates the present and future trends of the industry and thus points out or the company

affairs are to be managed. It helps in the development and introduction of new products. It

offers guidance for improving the current products of the company. It helps the effective of

sales management. It can reduce the risk involved in marketing decision.

30
Elements of Marketing Research:
Marketing Segmentation:

It covers the aspects regarding size and nature of the marketing including export

marketing, dividing the consumers in forms of their age, sex and income. It covers the

economic aspects of marketing.

Sales Search:
It relates to the problem of region variations in sales, fixing sales, priorities,

Measurement of the effective of salesmen, evaluation of sales methods and incentives.

Product Research:
It relates to the analysis of the strength and weakness of existing product, product

testing and problems relating to diversification, simplification, trading up and trading down.

Packaging Research:
In essence it is part of product research. But recent development in packaging and its

combination to advertising has led to it, to occupy in independent position of packaging. To

know the impact and its response in the market has become an independent research field.

Advertising Research:
It undertakes a study releasing to the preparation of the advertisement copy, the

media to be used and the measurement of advertising effectiveness.

Exporting Projections:
This research is intended to study the export potentials of the product.

Demand Projections:
Demand may be estimated in units or value terms and also, the overall growth rates

in key market agreement are often estimated for better sales management.

31
 Supply:
Marketing research studies also similarly carries out or analysis of the supply side of

the market. It includes present supply structure. Supply structure refers to the study of how

companies operate in the market and how are sales distributed among them? Secondly study

how differentiated are the products offered market share analysis for brand positioning of

each brand, distribution channels adopted and method of selling, price charged and how they

adopted and corporate image and capabilities, in other words it tries to ascertain how the

competitors are defining their business in terms of consumer groups segments being pursued

as reflection by their marketing mix portfolios.

Business Economic Research:

Problems relating to input and output analysis, forecasting, price and profit

analysis, preparation of break even charts are the main field of this research.

Consumers can evaluate a product along several levels. Its basic characteristics are

inherent to the generic version of the product and are defined as the fundamental advantages

it can offer to a customer. Generic products can be made distinct by adding value through

extra features, such as quality or performance enhancements.

The final level of consumer perception involves augmented properties, which offer

less tangible benefits, such as customer assistance, maintenance services, training, or

appealing payment options. In terms of competition with other products and companies,

consumers greatly value these added benefits when making a purchasing decision, making it

important for manufacturers to understand the notion of a "total package" when marketing to

their customers.

Sensations can be defined as the passive process of bringing information from the

outside world into the body and to the brain. The process is passive in the sense that we do
32
not have to be consciously engaging in a "sensing" process. Perception can be defined as the

active process of selecting, organizing, and interpreting the information brought to the brain

by the senses.

METHODS OF DATA COLLECTION:

The Data has collected in two ways:

Primary Data:
Primary data are those, which are collected for the first time, and they are

original in character. A suitable combination of Questionnaire techniques, & discussion

with the respondents was used to collect the required Primary data. Primary data gives

higher accuracy and facts, which is very helpful for any research and its findings.

Secondary data: -
Secondary data are those, which are already collected by someone for some

purpose and are available for the present study. Secondary data was collected from the

magazines, websites and other such sources.

33
CHAPTER IV

34
 DATA `3ANALYSIS & INTERPRETATION

INTERPRETATION:

The above table and chart shows that 22% (11)of respondents age as 20-25. 20%(10)

respondents age is 18-20, 20%(10) respondents age is 25-30, 20%(10) respondents age is 30-40,

18%(9) respondents age is Above 40Table

35
 Table 4.1
Age
Age Frequency Percentage (%)
18-20 10 20
20-25 11 22
25-30 10 20
30-40 10 20
Above 40 9 11
Total 50 100

Table 4.1

Percentage
25

20

15

10

0
10-20 20-25 25-30 30-40 Above 40

Percentage

36
 Table 4.2
Gender

Gender Frequency Percentage (%)

Male 24 48
Female 26 52
Total 50 100

Chart 4.2

Percentage

Male Femaler

INTERPRETATION:

The above table and chart show that 48%(24) respondents are male, 52%(26)

respondents are Female

37
 Table: 4.3
MONTHLY INCOME

Monthly Income Frequency Percentage

Below 10000 9 18
10000-20000 10 20
20000-30000 10 20
30000-40000 5 10
Above 40000 16 32
Total 50 100

Chart:4.3

Monthly Income

50
45
40
35
30
25
20
15
10
5
0
Below 10000 10000-20000 20000-30000 30000-40000 Above 40000

Frequency Percentage

INTERPRETATION:
The table and chart shows that 32% of respondents income level is above 40000,

20% of the respondents income is 10000-20000, another 20% of the respondents is 20000-30000,

18% of the respondents income is below 10000, 10% of the respondents income 30000-40000.
38
 Table: 4.4

Monthly Expenditure in Connection Recharge of Airtel Sim Card

Monthly Expenditure Frequency Percentage
100-200 7 14
200-300 17 34
300-400 17 34
Above 400 9 18
Total 50 100

Chart 4.4
40

35

30

25

20

15

10

0
100-200 200-300 300-400 Above 400

Series 1 Series 2

INTERPRETATION:
The above table and Chart shows monthly Expenditure in connection with recharge 34%

200-300 and 34% 300-400, 18% above 400, 14% 100-200

39
 Table:4.5
Aware about Airtel Sim Card
Particulars Frequency percentage
Fully Aware 20 40
Aware 23 46
Little Bit Aware 7 14
Total 80 100

Chart: 4.5
80

70

60

50

40

30

20

10

0
Fully Aware Aware Little Bit Aware

Frequency Percentage

INTERPRETATION:

The above table and Chart shows that 46% of the respondents are aware about the

Airtel sim 40% of the respondents are fully aware and 14% Little bit aware about the sim.

40
 Table:4.6
Source you came to know about Airtel Sim
Source Frequency percentage
News Paper 9 18
Advertisement9 24 48
Relatives & Frien24ds 16 32
Others16 2 4
Total 80 100

Chart:4.6
Chart Title
60

50

40

30

20

10

0
News Paper Advertisment Relatives & Friends Others

Frequencyes Percentage

Interpretation:

The table and Chart shows that Source they came to Know about airtel sim card

48% through Advertisement. 32% relatives & friends, 18% News paper, 4% through other source

41
 Table:4.7
Which feature of Airtel Sim card Convinced ?

Feature Frequency Percentage

Connectivity 17 34
Price 14 28
Free Sim 10 20
5G Service 9 18
Total 50 100

Chart: 4.7

60

50

40

30

20

10

0
Connectivity Price Free Sim 5G Service

Frequency Percentage

Interpretation:
The above table and chart shows that 34% of respondents convinced by connectivity,

28% by price 20% by free sim ,18& by 5G Service.

42
 Table: 4.8
Reason for Buying Airtel Sim Card

Reason Frequency Percentage (%)

Unlimited Data Service 17 34
Free Roaming 14 28
Call Rate 10 20
Network Coverage 9 18
Total 80 100

Chart: 4.8
60

50

40

30

20

10

0
Unlimited Data Service Free Roaming Call Rate Network Coverage

Frequency Percentage

INTERPRETATION:
The above table and Chart shows that 43% of respondents reason for buying airtel sim

card is unlimited data service, 28% for free roaming, 20% for Call rate, 18% for Network

Coverage.

43
 Table:4.9
Problem Faced while using airtel Sim Card

Problems Frequency Percentage

Network Issue & Tower Problem 23 46

Voice Call Failure 14 34

Others 10 20

Total 50 100

Chart: 4.9

Percentage

20

46

34

Network Issue Voice call Failure Others

INTERPRETATION:

The above table and chart shows that 46% of respondents faced network issue & Tower

Problem, 34% voice call failure , 20% faced other problem.

44
 Table:4.10
Network Speed of Airtel Sim Card
Speed Of Internet Frequency Percentage
High 17 34
Medium 26 52
Low 7 14
Total 50 100

Chart:4.10

80

70

60
52
50

40 34
30

20 14
10

0
High Medium Low

Frequency Percentage

INTERPRETATION:

The above table and chart shows that 40% of respondents faced network issue &

Tower Problem, 34% voice call failure, 20%faced other problem.

45
 Table: 4.11
Usage Period Of airtel Sim Card

Usage Period Frequency Percentage

1-2 Years 5 10
2-3 Years 12 24
3-5 Years 29 58
Above 6 4 8
Total 50 100

Chart:4.11

90

80

70

60

50

40

30

20 29
10 12
5 4
0
01-02 Years 02-03 Years 03-05 Years Above 6

Frequency Percentage

INTERPRETATION:

The above table and chart shows that usage Period of Airtel Sim Card

10% respondents on 1-2 Years , 24% on 2-3 years, 58% on 3-5 years and 8% of Airtel

Sim Card usage is Bove 6 years.

46
 Table:4.12

Satisfaction level of Airtel Sim Card on the basis of Service

Particulars Frequency Percentage

Excellent 40 80
Very Good 8 16
Fairly Good 2 4
Average 0 0
Poor 0 0
Total 50 100

Chart:4.12

``
120

100

80
80

60

40

20 16
4
0 0
0
Excllent Very good Fairly Good Average Poor

Frequency Percentage

INTERPRETATION:

The above table and chart shows that satisfaction level of airtel sim card

on the basis of service is 88% excellent 16%Very Good and 4% fairly good
47
 Table: 4.13
Satisfaction level of Airtel Sim Card on the basis of Network Coverage
Particulars Frequency Percentage
Excellent 8 16
Very Good 38 76
Fairly Good 4 8
Average 0 0
Poor 0 0
Total 50 100

Chart:4.13

120

100

80 76

60

40

20 16
8
0 0
0
Excllent Very good Fairly Good Average Poor

Frequency Percentage

INTERPRETATION:

The above table and chart shows that satisfaction level of airtel sim card

on the basis of Network Coverage is 16% excellent 76%Very Good and 8% fairly good.

48
 Table: 4.14
Satisfaction level of Airtel Sim Card on the basis of Data Service
Particulars Frequency Percentage
Excellent 17 34
Very Good 9 18
Fairly Good 21 42
Average 3 6
Poor 0 0
Total 50 100

Chart:4.14

70

60

50
42
40
34
30

20 18

10 6
0
0
Excllent Very good Fairly Good Average Poor

Frequency Percentage

INTERPRETATION:

The above table and chart shows that satisfaction level of airtel sim card

on the basis of Data Service is 34% excellent 34%Very Good and 18% fairly good 65%

Average..
49
 Table: 4.15
Satisfaction level of Airtel Sim Card on the basis of Calling Service
Particulars Frequency Percentage
Excellent 19 38
Very Good 13 26
Fairly Good 3 6
Average 14 28
Poor 1 2
Total 50 100

Chart:4.15

60

50

40 38

30 28
26

20

10
6
2
0
Excllent Very good Fairly Good Average Poor

Frequency Percentage

INTERPRETATION:

The above table and chart shows that satisfaction level of airtel sim card

on the basis of Data Service is 38% excellent, 26%Very Good, 6% fairly good

28% Average.,2% Poor.

50
 Table: 4.16
Satisfaction level of Airtel Sim Card on the basis of Value Added
Particulars Frequency Percentage
Excellent 13 26
Very Good 15 30
Fairly Good 8 16
Average 4 8
Poor 10 20
Total 50 100

Chart:4.16

45

40

35
30
30
26
25
20
20
16
15

10 8
5

0
Excllent Very good Fairly Good Average Poor

Frequency Percentage

INTERPRETATION:

The above table and chart shows that satisfaction level of airtel sim card

on the basis of Data Service is 26% excellent, 30%Very Good, 16% fairly good

8% Average, 20% Poor.

51
 Table: 4.17
Satisfaction level of Airtel Sim Card on the basis of Customer
Particulars Frequency Percentage
Excellent 18 36
Very Good 14 25
Fairly Good 11 22
Average 4 8
Poor 3 6
Total 50 100

Chart:4.17

60

50

40
36

30 28
22
20

10 8
6

0
Excllent Very good Fairly Good Average Poor

Frequency Percentage

INTERPRETATION:

The above table and chart shows that satisfaction level of airtel sim card

on the basis of Data Service is 36% excellent, 28%Very Good, 22% fairly good

8% Average, 6% Poor.
52
 Table: 4.18
Satisfaction level of Airtel Sim Card on the basis of New Scheme and Offers
Particulars Frequency Percentage
Excellent 22 44
Very Good 11 22
Fairly Good 12 24
Average 4 8
Poor 1 2
Total 50 100

Chart:4.18

50

45

40

35

30

25

20

15

10

0
Excllent Very good Fairly Good Average Poor

Percentage

INTERPRETATION:

The above table and chart shows that satisfaction level of airtel sim card

on the basis of Data Service is 44% excellent, 22%Very Good, 24% fairly good

8% Average, 2% Poor.
53
 Table: 4.19
Which Network Service Provider incurs ,in cost to purchase

Network Service Frequency Percentage

Airtel 26 52
BSNL 7 14
Vodafone 12 24
Jio 5 10
Total 50 100

Chart:4.19

60

52
50

40

30

24
20

14
10 10

0
Airtel BSNL Vodafone Jio

Percentage

INTERPRETATION:

The above table and chart shows that satisfaction level of airtel sim card

on the basis of Data Service is 52% Airtel, 14%BSNL, 24% Vodafone, 10%Jio.

54
 Table:4.20

Satisfaction level of Airtel Sim Card on the basis of Service

Particulars Frequency Percentage

Lack of Knowledge 9 18
Np 4G Phone 12 24
No Specific Use or Advantage 16 32
other reason 13 26
Total 50 100

Chart:4.20

`` 60

50

40

32
30
26
24
20
18

10

0 0
Lack of Knowledge Np 4G Phone No Specific Use or other reason Poor
Advantage

Frequency Percentage

INTERPRETATION:

The reason for the rare usage of airtel sim is because 18% lack of

Knowledge, 24% of No 4G phone, 32% No Specific Use or Advantage, 26% Other

reason.
55
 Table: 4.21
Quality Should be Improved in Airtel Sim Service
Particulars Frequency Percentage
Improve Network Coverage 14 28
Remove Calling Congest 16 32
Upgrade in Android version 14 28
Other Reason 6 12
Total 50 100

Chart:4.21

35
32
30
28 28
25

20

15
12
10

0
Improve Network Remove Calling Congest Upgrade in Android Other Reason
Coverage version

Percentage

INTERPRETATION:

The Quality should be improved in Airtel Sim Service, the above table

and Chartshows that 28% of Improved Network Coverage, 32% of Remove Calling

Congest, 28% of Upgrade in android version, 12% of Other reason.

56
 Table: 4.22

Monthly Expenditure in Rs on Value Added Services

Particulars Frequency Percentage

1 Rupee-25 0 0
25-50 20 40
50-100 18 36
More than 100 12 24
Total 50 100

Chart 4.4
40

35

30

25

20

15

10

0
1 Rupee-25 25-50 50-100 More than 100

Series 1 Series 2

INTERPRETATION:
The above table and Chart shows that the Monthly expenditure (in Rs.) on value added

services 0% 1 rupee-25, 40% 25-50, 30% 50-100 and 24% more than 100.

57
 Table: 4.23
Level of Satisfaction in Airtel Sim
Particulars Frequency Percentage
Highly Satsfied 13 26
Satisfied 14 28
Neutral 16 32
Unsatisfied 3 6
Highly Unsatisfied 4 8
Total 50 100

Chart 4.4
35

30

25

20

15

10

0
Highly Satsfied Satisfied Neutral Unsatisfied Highly Unsatisfied

Series 1 Series 2

INTERPRETATION:
The above table and Chart shows that level os satisfaction of airtel sim 26% highly

satisfied, 28% satisfied, 32% netural, 6% unsatisfied, 8% highly unsatisfied.

58
 Table 4.24
Do You Recommended Airtel Sim to Others ?

Particulars Frequency Percentage (%)

Yes 42 84
NO 8 16
Total 50 100

Chart 4.24

Percentage

16

84

Yes No

INTERPRETATION:

Why do you recommended airtel sim to others the option of airtel user

customer is 84% Yes, 16% No.

59
 Table 4.24
Wish to change your airtel sim to any other mobile network service provider

Particulars Frequency Percentage (%)

Yes 15 30

NO 35 70

Total 50 100

Chart 4.24

Percentage

30

70

Yes No

INTERPRETATION:

The above table and pie chart shows that t he customer Wish to change your airtel

sim to any other mobile network service provider 30% people Yes, 70% people No.

60
CHAPTER- V

61
 FINDINGS

This Chapter deals with the major findings of the study which are as follow

❖ Airtel is a very successful brand in India as it covers a wide network and is still one of

the best still in network coverage and stands one of the best network in the world and

has covers major of the population coverage.

❖ Business houses are the major users of Airtel as it is better than all other network's in

broadband coverage and plans are better than any.

❖ Airtel focuses on its customer's satisfaction but it can provide some more relaxation to

its users and provide some more incentives for its dealers so that they can be more

loyal towards the company and market it better.

❖ Airtel provides value added packs for its heavy users as to retain them as postpaid

connections are on the rise as compared to prepaid.

62
 SUGGESTION

❖ Following are the few suggestions to AIRTEL for improving the market share and

image of the products concerned.

❖ Modification must be brought about in AIRTEL, in terms of quality. Its demand

should be increased and provides its consumer with value added services as to retain

them.

❖ In today's age the brand must focus on other areas to market it like Malls, theatre and

crowed area to get attention and market it and gather audience interest.

❖ Most of the respondents are satisfies with the services provided by Airtel to mobile

user steps to be taken to make customers more satisfied but many are still not aware

of phone plus facility and steps are to be taken to popularize it.

❖ Many of the respondents are not satisfied with the features provided to prepaid users

as compared to Landline users.

63
 CONCLUSION

Airtel is a very successful brand in India & providing customer satisfaction is to be

there main motive, Provides Internet access on the move as people are more dependent on it

in their daily lives like wide network and good 4 G services.

Providing customer satisfaction is the most crucial step of the company as they are to be

satisfied and provides Internet access on the move such as Wide network and good 4G

services as they are important and technology advanced stuff required by almost everybody

in today's environment,

Airtel is a home brand and a very successful brand in India and overseas and one of

the most successful brands still to date. It possesses congestion free & wide network, unique

value added & customer services to cover one of the widest areas. From the details it can be

concluded that 70% of Airtel users preferred to remain with Airtel. Also good number of

users who were willing to switch from their respective subscribers showed interest in Airtel.

Hence, these statistics imply a bright future for the company. Also the company is used

mainly by executives who want wide coverage for their operations but the problem of

customer satisfaction still persists with the company and cause of its lacking new customers.

Connectivity is the backbone of the company and it is still the reason why consumers

use it and the most users of the company fall in the youth category and are now using

postpaid services as they are aware of the services provided as the youth is the main target of

major of companies as the country mainly comprises of them

64
BIBLIOGRAPHY

In this project report, while finalizing and for analyzing quality problem in details the

following Books, Magazines/Journals and Web Sites have been referred. All the material

detailed below provides effective help and a guiding layout while designing this text report.

Books:

❖ Richard I. Levin, David S. Rubin (2004): „Statistics for Management", Prentice. Hall

of India Private Limited, New Delhi, 7th Edition.

❖ Principles of Marketing —Philip Kotler & Kevin keller edition 12

Websites:
➢ www.Airtelworld.com

➢ http://www.airtel.in/

65
 ANNEXURE
QUESTIONNAIRE
1. Is AIRTEL's signal at your area is good?

A) Yes B) No

2. Are you satisfied with our customer care services?

A) Satisfied B) Not satisfied C) Never used

3. Do you use Internet Services?

A) Yes B) No C) don't know that internet connection was there

4. How many times do you login to internet per day?

A) Once B) twice C) More D) Not even once

5. Maximum recharge per month

A) 10-100 B) 100-200 C) 200-300 D) 300-400 E) 400-500 F) Above 500

6. Are you using any Offers?

A) Yes B) No

7. Are you satisfied with the offers

A) Satisfied B) Not satisfied C) Never used

8. What is your age?

A) 15-21 years B) 21-28 years C) 28-35 years

9. What is your occupation?

A) Student B) Household C) Professional

10. What type of Airtel service you use?

A) Postpaid B) Prepaid

66
11. Did you use any other network connection other than AIRTEL

A) Yes B) No

12. Do you feel AIRTEL is better than any other Connections

A) Better B) Not better

13. Suggest features you think needs improvement

A) Service B) Transparency in Billing C) Call Clarity D) Any other (specify

14. How long have you been using Airtel services?

a) Less than 1 year b) 1-3 years c) 3-5 years d) More than 5 years

15. What type of Airtel service do you use?

a) Prepaid Mobile b) Postpaid Mobile c) Broadband d) DTH

16. How would you rate Airtel’s network coverage in Krishnagiri District?

a) Excellent b) Good c) Average d) Poor

17. How often do you experience call drops on Airtel?

a) Never b) Rarely c) Sometimes d) Frequently

18. How satisfied are you with Airtel’s internet speed?

a) Very satisfied b) Satisfied c) Neutral d) Dissatisfied

19. How do you find Airtel’s customer service?

a) Very responsive b) Somewhat helpful c) Neutral d) Poor service

20. How reasonable are Airtel’s call and data charges?

a) Very affordable b) Fairly priced c) Expensive d) Very expensive

21. Do you think Airtel offers better value for money compared to other networks?

a) Yes, definitely b) To some extent c) No difference d) No, worse than others

67
22. How often do you face network issues in your area?

a) Never b) Rarely c) Sometimes d) Often

23. Have you ever faced billing-related issues with Airtel?

a) Never b) Once or twice c) Frequently d) Always

24. How satisfied are you with Airtel’s data plans?

a) Very satisfied b) Satisfied c) Neutral d) Dissatisfied

25. How likely are you to recommend Airtel to others?

a) Very likely b) Likely c) Not sure d) Unlikely

68