1.1 INTRODUCTION
Customer orientation stems from the company’s adaption and implementation
of the marketing concept – A philosophy of every business unit, which as triple
implementation namely:
1. The victory of any business unit rest on customer who are willing to accept and pay
for the products/services.
2. The industry must be aware of what the market wants well in advance of production
3. Customer wants must be monitored continuously for assured success and to have an
edge over competition
The need to satisfy the customer for success in any commercial enterprise is
very obvious. The income of enterprises is driver from the payments receive from the
products and supply to its external customers commercial. If there are no customers,
there is no income and there is no business, in order words, customer is the sole reason
for the existence of commercial establishments.
Thus the core activity and perhaps one of the important activity and perhaps
one of the most important activities of any company is to attract and retain customers.
It is therefore no surprise that peter Drunker, the renowned management Guru has said
“To satisfy the customer is the mission and purpose of every business organization”.
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1.1.1 COMPANY PROFILE
Idea: Company Backgrounder
Idea Cellular is an Aditya Birla Group Company, India's first truly
multinational corporation. Idea is a pan-India integrated GSM operator offering 2G
and 3G services, and has its own NLD and ILD operations, and ISP license. Idea has
won spectrum to launch 4G services across 10 key markets and has initiated
multiple steps towards introduction of 4G LTE services on 1800 MHz, in a phased
manner from calendar year 2016 onwards. Idea has a deep rooted network across the
length and breadth of the country comprising of over 1,49,196 cell sites covering
7,513 towns and 3,63,580 villages as on Q1FY16.
Using the latest in technology, Idea provides world-class service delivery
through the most extensive network of customer touch points, comprising of nearly
6,752 Idea touch points. Idea’s customer service delivery platform is ISO 9001:2008
certified, making it the only operator in the country to have this standard
certification for all 22 service areas and the corporate office.
Idea has consistently stayed ahead of the industry in VLR reporting. Idea’s
thought leadership on Mobile Number Portability (MNP), with Net Gain of over 14
million customers as on June 30, 2015, has enabled it to stay as the top gainer
among other telecom players. Every 4th mobile user who exercises choice through
MNP prefers Idea.
Idea has been a pioneer in introducing customized product offerings for
segmented customers. It is the first mobile operator to introduce innovative value
added services in the Indian telephony market, and has remained ahead of the
industry in data product offerings. Driving the growth of mobile broadband in India,
Idea services over 37.2 million data users (as on Q1FY16). Today, data contributes
over 17.7% of Idea’s service’s revenue.
Idea has received several national and international recognitions for its pathbreaking innovations in mobile telephony products and services. Idea won the
prestigious Voice & Data Telecom Leadership Awards 2014 under the Leadership
Recognition category “for various successful initiatives and deployments in the
areas of Business Services, Internet & Broadband, Business Analytics, Information
Security, and Customer Service”. It was recognized as “Most Innovative Telecom
Service Provider of the Year” and “Mobile Data Service Provider of the Year “by
Frost & Sullivan Asia Pacific ICT Awards 2015. It won Dataquest Business
Technology Award in Analytics category for the “Implementation of end-to-end
Campaign Management solution”.
Page 2
Idea is listed on the National Stock Exchange (NSE) and the Bombay Stock
Exchange (BSE) in India. Idea has been voted by investors as one of Asia’s Best
Companies in 2015 in a poll conducted by Finance Asia under the categories: Best
CEO, Best CFO, Best Managed Public Companies, Best Corporate Governance and
Best Investor Relations.
COMPANY LOGO:-
1.1.2 MISSION
"We will delight our Customers while meeting their individual communication
needs anytime anywhere"
Board of Directors
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Mr. Kumar Mangalam Birla (Chairman)
Smt. Rajashree Birla
Mr. Himanshu Kapania (Managing Director)
Mr. Arun Thiagarajan
Ms. Tarjani Vakil
Mr. Mohan Gyani
Mr. Gian Prakash Gupta
Mr. R.C. Bhargava
Mr. P. Murari
Ms. Madhabi Puri Buch
Mr. Sanjeev Aga
Dr. Shridhir Sariputta Hansa Wijayasuriya
Page 3
1.1.3 PARTNERS:Idea welcomes all businesses and individuals interested in partnering with us to
enhance and strengthen the Idea products & services portfolio. .
Some of our partners include:
Value Added Services
ROAMING
Brand
Page 4
1.1.4 HISTORY:2014
Subscriber base as on December 31, 2014: 150,536,058
Won 3G spectrum for Delhi metro and 4G LTE spectrum for 8 service areas
6th largest mobile operator in terms of number of subscribers in single country
operations: GSMA Intelligence Report
Raised Rs. 3,000 Cores through Qualified Institutions Placement
2013
Subscriber base as on December 31, 2013: 128,685,043
Became the 3rd largest mobile operator in India in subscriber terms as well
Received a USD 1 million Grant from US Trade and Development Agency for a
Green Telecom Project
2012
Subscriber base as on December 31, 2012: 113,946,827
Won back spectrum for 7 circles for which licenses were quashed by the Supreme
Court.
Became a $4 Billion Company in revenue
Established a robust network of over 100,000 cell sites across the country
2011
Subscriber base as on December 31, 2011: 106,380,111
First operator to announce the launch of Mobile Number Portability, have been the
Top gainer ever since the service was launched.
Launched 3G in 10 circles – Andhra Pradesh, Gujarat, Haryana, Himachal Pradesh,
Jammu & Kashmir, Kerala, Madhya Pradesh and Chhattisgarh, Maharashtra and Goa,
Uttar Pradesh (East), Uttar Pradesh (West).
Entered the devices category with the launch of affordable 3G smart phones.
Only operator in the country to have ISO 9001:2008 certification for its service
delivery platform for all 22 service areas and the corporate office.
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2010
Subscriber base as on December 31, 2010: 81,778,655
Idea won 3G Spectrum in 11 service areas in India. These markets account for over
81% of the company’s total revenue
Idea crossed usage of ‘One Billion’ Minutes per day on the network, propelling it
amongst the Top 10 country operators in the world
Idea emerged as the 3rd largest mobile operator in India, in revenue terms.
2009
Subscriber base as on December 31, 2009: 57,611,872
Idea becomes a pan-India operator
Emerging Company of the Year - fastest growing mobile operator in the world’s
fastest growing telecom market
Becomes pan-India operator in 2009
2008
Subscriber base as on December 31, 2008: 40,016,153
Idea acquired 9 licenses for Punjab, Karnataka, Tamil Nadu & Chennai, West Bengal,
Orissa, Kolkata, Assam, North East and Jammu & Kashmir
Acquired Spice Communications with the operating circles of Punjab and Karnataka
Launched services in Mumbai metro in the largest single metro city launch.
2007
Subscriber base as on December 31, 2007: 21,054,027
Won an award for the "CARE" service in the "Best Billing or Customer Care
Solution" at the GSM Association Awards in Barcelona, Spain
Initial Public Offering aggregating to Rs. 28,187 million and Listing of Equity Shares
on the Bombay Stock Exchange and the National Stock Exchange
Merger of seven subsidiaries with Idea Cellular Limited
Reached the twenty million subscriber mark
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2006
Subscriber base as on December 31, 2006: 12,442,450
Became part of the Aditya Birla Group subsequent to the TATA Group transferring its
entire shareholding in the Company to the Aditya Birla Group
Acquired Escorts Telecommunications Limited (subsequently renamed as Idea
Telecommunications Limited)
Restructuring of debt
Launch of the New Circles
Reached the 10 million subscriber mark
Received Letter of Intent from the Dot for a new UAS License for the Mumbai Circle.
2005
Subscriber base as on December 31, 2005: 6,473,962
Won an Award for the "Bill Flash" service at GSM Association Awards in Barcelona,
Spain
Sponsored the International Indian Film Academy Awards
2004
Acquired Escotel Mobile Communications Limited (subsequently renamed as
Idea Mobile Communications Limited)
Reached the four million subscriber mark
First operator in India to commercially launch EDGE services 2005
Acquired Escotel, incumbent cellular service provider in Haryana, UP (W) & Kerala.
2003
Reached the two million subscriber mark
2002
Changed name to Idea Cellular Limited and launched "Idea" brand name
Commenced commercial operations in Delhi Circle
Reached the one million subscriber mark.
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2001
Acquired RPG Cellular Limited and consequently the license for the Madhya Pradesh
(including Chhattisgarh) Circle
Changed name to Birla Tata AT&T Limited
Obtained license for providing GSM-based services in the Delhi Circle following the
fourth operator GSM license bidding process.
2000
Merged with Tata Cellular Limited, thereby acquiring original license for the Andhra
Pradesh Circle
1999
Migrated to revenues share license fee regime under New Telecommunications Policy
("NTP")
1997
Commenced operations in the Gujarat and Maharashtra Circles
MoU for merger between Birla AT&T and Tata Cellular Limited Andhra Pradesh.
1996
Changed name to Birla AT&T Communications Limited following joint venture
between Grasim Industries and AT&T Corporation
1995
Incorporated as Birla Communications Limited
Obtained licenses for providing GSM-based services in the Gujarat and
Maharashtra Circles following the original GSM license bidding process.
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1.1.5 PROMOTERS:Idea Cellular is part of the Aditya Birla Group, India's first truly multinational
corporation. Global in vision, rooted in Indian values, the Group is driven by a
performance ethic pegged on value creation for its multiple stakeholders.
Our Promoters are:Aditya Birla Nuvo Limited
Grasim Industries Limited
Hindalco Industries Limited
Birla TMT Holdings Private Limited
1.1.6 SUSTAINABILITY:Idea’s Sustainability Initiatives
Telecom services are recognized world-over as an important tool for the socioeconomic development of a nation. It is one of the prime support services essential for
rapid growth and modernization of various sectors of the economy. In India too, the
telecommunication sector has revolutionized the way we communicate and share
information, thereby helping over 800 million Indians stay connected, over the last
two decades.
Whether it’s through conserving energy, recycling, or finding innovative
solutions to environmental and social challenges, Idea is committed to being a
respectful, responsible and positive influence on the environment and the society in
which we operate. Efficient power management, infrastructure sharing, use of ecofriendly renewable energy sources, leveraging the latest in technology to reach out to a
large audience in most energy efficient manner such as video and teleconferencing,
smart logistics, etc. are some of the best practices in our network infrastructure and
day-to-day business operations, to ensure a clean and green environment.
Network Infrastructure initiatives:In our effort to give back to the environment and reduce the collective carbon
foot print of the telecom sector in India, Idea pioneered the concept of ‘Shared
Telecom Infrastructure’ services, along with a few other industry leaders in the
wireless space.
Page 9
Additionally, we are working on a range of other projects all of which are
aimed at experimenting alternate energy sources to fuel base stations and reduce
operating expenditure for the company.
Communication initiatives:With a subscriber base of nearly 10 cores, we have an opportunity to influence
a large mass of people by promoting green initiatives through our various
communication programs and customer service initiatives.
Employee Based Initiatives:Idea’s HR operations have all been enabled online for it’s over 7,000
employees, to ensure that there is minimal paper documentation. This has again
helped us save tones of paper that would have been used in day-to-day HR related
transactions and communication.
We use smart ICT solutions such as teleconferencing, videoconferencing, web
chats etc. for internal communication amongst employees to minimize travel.
1.1.7 CONTACT US:-
Registered office:Idea Cellular Limited
Suman Tower, Plot No. 18, Sector 11
Gandhinagar – 382 011
Gujarat, India
Tel: +91 79 6671 4000
Fax: +91 79 2323 2251
Web Site: www.ideacellular.com
Corporate office:Idea Cellular Limited
'Windsor', 5th Floor, Off CST Road,
Near Vidya Nagari, Kalina, Santacruz(E),
Mumbai – 400098
Tel: +91 95940 04000
Fax: +91 95940 03181
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1.1.8 TELECOM INDUSTRY IN INDIA
INDUSTRY OVERVIEW
Background
The Indian Telecommunications network is the third largest in the world and
the second largest among the emerging economies of Asia. Today, it is the fastest
growing market in the world. The telecommunication sector continued to register
significant success during the year and has emerged as one of the key sectors
responsible for India’s resurgent India’s economic growth.
Growth
This rapid growth has been possible due to various proactive and positive
decisions of the Government and contribution of both by the public and the private
sector. The rapid strides in the telecom sector have been facilitated by liberal policies
of the Government that provide easy market access for telecom equipment and a fair
regulatory framework for offering telecom services to the Indian consumers at
affordable prices.
Wire line Vs Wireless
It has also undergone a substantial change in terms of mobile versus fixed
phones and public versus private participation. The preference for use of wireless
phones has also been predominant in the sector. Participation of the private entities in
the telecom sector is rapidly increasing rate there by presenting the enormous growth
opportunities. There is a clear distinction between the Global Satellite Mobile
Communication (GSM) and Code Division Multiple Access (CDMA) technologies
used and the graph below shows the divide between the two.
Segment wise Status:Wire line Services
With increasing penetration of the wireless services, the wire line services in
the country are becoming stagnant. On the other hand, Broadband demand has picked
up and promises to stabilize fixed line growth.
GSM Sector
In terms of the Global System for Mobile Communication (GSM) subscriber
base this now places India third after China and Russia. China had 401.7 million GSM
subscribers.
CDMA Services
CDMA technology was introduced in India as a limited mobility solution. The
introduction of CDMA services has created competition, lowered tariffs and offered
many citizens access to communication services for the first time
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Internet Services
Internet services were launched in India on August 15, 1995. In November
1998 the government opened up the sector to private operators. A liberal licensing
regime was put in place to increase Internet penetration across the country. The
growth of IP telephony or grey market is also a serious concern. Government loses
revenue, while unlicensed operation by certain operators violates the law and depletes
licensed operators market share.
Manufacture of Telecom Equipment
Rising demand for a wide range of telecom equipment, particularly in the area
of mobile telecommunication, has provided excellent opportunities to domestic and
foreign investors in the manufacturing sector. The last two years saw many renowned
telecom companies setting up their manufacturing base in India. Ericsson has set up
GSM Radio Base Station Manufacturing facility in Jaipur. Elcoteq has set up handset
manufacturing facilities in Bangalore.
1.1.9 COMPETITION OVERVIEW
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)
BHARAT SANCHAR NIGAM LIMITED (BSNL)
Name: - Bharat Sanchar Nigam Limited (BSNL)
Year of Establishment 2000
Company Profile: - Bharat Sanchar Nigam Ltd. is World's 7th largest
Telecommunications Company providing comprehensive range of telecom services in
India: Wire line, CDMA mobile, GSM Mobile, Internet, Broadband, Carrier service,
MPLS-VPN, VSAT, VoIP services, IN Services etc. Within a span of five years it has
become one of the largest public sector units in India.
Global Presence/ Marketing
It has a network of over 45 million lines covering 5000 Network towns with
over 35 million telephone connections.
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MAHANAGAR TELEPHONE NIGAM LIMITED (MTNL)
Name: - Mahanagar Telephone Nigam Limited (MTNL)
Year of Establishment 1986
Company Profile: - MTNL was set up by the Government of India to upgrade
the quality of telecom services, expand the telecom network, and introduce new
services and to raise revenue for telecom development needs of India’s key metros.
MTNL with a market share of about 13% of the National telecom Network has a
customer base of 5.92 million. The Govt. of India currently holds 56.25% stake in
the company.
RELIANCE COMMUNICATION
Name: - Reliance Communications
Year of Establishment 1999
Company Profile: - Reliance Telecom's cellular services are available in 340
towns within its eight-circle footprint. Reliance Infocomm also offered for the first
time in India, mobile data services through its World mobile portal. This portal
leverages the data capability of the CDMA 1X network. Reliance Infocomm offers a
complete range of telecom services covering mobile and fixed line telephony
including broadband, national and international long distance services.
Global Presence/ Marketing
Network
Reliance Communications has IP-enabled connectivity infrastructure
comprising over 150,000 kilometers of fiber-optic cable systems in India, the US,
Europe, Middle East, and the Asia Pacific region.
TATA TELESERVICES
Name: - Tata Teleservices
Year of Establishment 1996
Company Profile: - Tata Teleservices is a part of the $12 billion Tata Group,
which has 93 companies, over 200,000 employees and more than 2.3 million
shareholders. Tata Teleservices’ bouquet of telephony services includes Mobile
services, Wireless Desktop Phones, Public Booth Telephony and Wire line services.
Other services include value added services like voice portal, roaming, post-paid
Internet services, 3-way conferencing, group calling, Wi-Fi Internet, USB Modem,
data cards, calling card services and enterprise services.
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Global Presence/ Marketing
Network
Tata Teleservices has presence in across 19 circles that includes Andhra
Pradesh, Chennai, Gujarat, Karnataka, Delhi, Maharashtra, Mumbai, Tamil Nadu,
Orissa, Bihar, Rajasthan, Punjab, Haryana, Himachal Pradesh, Uttar Pradesh (E),
Uttar Pradesh (W), Kerala, Kolkata, Madhya Pradesh and West Bengal.
VODAFONE
Name: - Vodafone
Year of Establishment
Company Profile: - Acquired majority stake in Hutch Essar in India, by
buying out complete stake of Hutch in 2007, Essar is still minority stakeholder in
company Profile Idea Essar in India is a subsidiary of Idea Group Plc and commenced
operations in 1994 when its predecessor Hutchison Telecom acquired the cellular
license for Mumbai. Idea Essar now has operations in 16 circles covering 86% of
India's mobile customer base, with over 45.78 million customers. Idea Essar, under
the Hutch brand, has been named the 'Most Respected Telecom Company', the 'Best
Mobile Service in the country' and the 'Most Creative and Most Effective Advertiser
of the Year'.
Global Presence/ Marketing
It has operations in 25 countries across 5 continents and 40 Network partner networks
with over 200 million customers worldwide.
IDEA
Name: - Idea
Year of Establishment 1995
Company Profile: - Idea Cellular is part of the Adyta Birla Group, which is
India's first truly multinational corporation. Adyta Birla Novo Ltd. holds 35.7 per
cent, Birla TMT Holdings Ltd. 44.9 per cent, Grasim 7.5 per cent, and Hindalco 10.1
per cent in Idea.
Global Presence/ Marketing
Network
Has a customer base of over 17 million, IDEA Cellular has operations in Delhi,
Maharashtra, Goa, Gujarat, Andhra Pradesh, Madhya Pradesh, Chhattisgarh,
Uttaranchal, Haryana, UP West, Himachal Pradesh and Kerala. Acquisitions /
Strategic
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1.1.10 CHALLENGES AND OPPORTUNITIES
Opportunities
The telecom sector has been one of the fastest growing sectors in the Indian
economy in the past 4 years. This has been witnessed due to strong competition that
has brought down tariffs as well as simplification of policy environment that has
promoted healthy competition among various players... The mobile sector alone has
been growing rapidly and has emerged as the fastest growing market in the whole
worlds. Currently of a size nearing 70 million (GSM and CDMA), this sector is
expected to reach a size of nearly 200 million subscribers by financial year 2008.
The government has eased the rules regarding inner circle and intra circle
mergers. This has led to a slew of mergers and acquisitions in the recent past. Also as
the sector is moving closer to maturity, further consolidation is a reality and this will
lead to the survival of more profitable players in this segment In order to further
promote the use of Internet in the country the government is taking proactive steps to
develop this sector with the help of the various players in this segment. For this
purpose, the use of broadband technology is being mooted and this will go a long way
in improving the productivity of the Indian economy as well as turn out to be the next
big opportunity for telecom companies after the mobile communications segment
Non-voice services and VAS are the gold mines.
Operators can plan better expansion plan now increased viability for the
operators to expand to semi-urban and rural markets, hence, accelerate growth further
it’s not without reason that India is tipped to be the world’s third-largest economy by
2050! No wonder if it happens much earlier Investors can look to capture the gains of
the Indian telecom boom and diversify their operations outside developed economies
that are marked by saturated telecom markets and lower GDP growth rates. At a time
when global telecom majors are struggling to cope with their losses and the rollout of
3G networks, which has been a non-starter for close to a year now; India, with its
telecom success story, represents an attractive and lucrative destination for
investment.
Page 15
1.1.11 SERVICE’S PROVIDED BY IDEA
Life becomes simpler when you become an Idea Postpaid customer. Choose
from a variety of affordable and attractive talk plans, and many convenient payment
options for your monthly bill.
OFFERS GO POSTPAID
? Talk plans
? Payment choices
? Download postpaid forms
? Shops & Dealers
To get an Idea Postpaid connection, all you have to do is submit a Customer
Agreement Form and Enrollment form, along with one of the following documents as
your ID and 1. Address proof
1. Ration card
2. Passport
3. Driving licensee
4. ID card issued by any institution
5. Copy of electricity or telephone bill of your address
Any document or communication issued by any authority of Central Government
or local bodies showing your residential address
Any other documentary evidence in support of the address given in the declaration.
Mumbai Circle:Latest offers overview:
New connection:Tariff Plans
Page 16
Call Type
Destination
Tariff under Home Circle
Voice
Local Onnet
2 p/ sec
Local Offnet Mobile
2 p/ sec
Local Fixed
2 p/ sec
STD Onnet
2.5 p/ sec
STD Offnet Mobile
2.5 p/ sec
STD Fixed
2.5 p/ sec
Local Onnet
2 p/ sec
Local Offnet Mobile
2 p/ sec
Local Fixed
NA
STD Onnet
2 p/ sec
STD Offnet Mobile
2 p/ sec
STD Fixed
NA
Local
Re 1.00
National
Rs 1.50
International
Rs 5.00
2G
2p/ 10kb
3G
4p/ 10kb
Voice
Free
Video
Free
Video
SMS
Data
Incoming
Page 17
First Recharge Offers
MRP Talk time Talk time Tariff
(Rs) (Rs)
Validity
(Days)
Tariff
Validity
(Days)
Mode
of
Recharge
(Electronic/
Paper)
77
68
NA
All Loc/STD Mob Calls 30
@1p/s 50 MB 2G for 30
days 20 SMS Free Daily*
for 30 days Free Dialer
tone on calling 56789121
for 30 days
E-Recharge
85
60
NA
All Loc/STD Mob Calls 30
@1p/s 200 MB 2G for 30
days 20 SMS Free Daily*
for 30 days Free Dialer
tone on calling 56789121
for 30 days
E-Recharge
93
57
NA
All Loc/STD Mob Calls 30
@1p/s 200 MB 3G for 30
days 20 SMS Free Daily*
for 30 days Free Dialer
tone on calling 56789121
for 30 days
E-Recharge
101
96
NA
All Loc/STD Mob Calls 30
@1p/s 50 MB 2G for 30
days 20 SMS Free Daily*
for 30 days Free Dialer
tone on calling 56789121
for 30 days
E-Recharge
Page 18
201
196
NA
All Loc/STD Mob Calls 30
@1p/s 50 MB 2G for 30
days 20 SMS Free Daily*
for 30 days Free Dialer
tone on calling 56789121
for 30 days
E-Recharge
298
50
NA
All Loc/STD Mob Calls 30
@1p/s 1 GB 3G for 30
days 20 SMS Free Daily*
for 30 days Free Dialer
tone on calling 56789121
for 30 days
E-Recharge
1001
996
NA
All Loc/STD Mob Calls 30
@1p/s 50 MB 2G for 30
days 20 SMS Free Daily*
for 30 days Free Dialer
tone on calling 56789121
for 30 days
E-Recharge
2001
1996
NA
All Loc/STD Mob Calls 30
@1p/s 50 MB 2G for 30
days 20 SMS Free Daily*
for 30 days Free Dialer
tone on calling 56789121
for 30 days
E-Recharge
Activation
How to Activate
Step 1: Application Form
Application form is available at:
Idea Stores
Apply Online
Page 19
Step 2: You’re Documents
ID / Address Proofs Accepted:
1. Dully filled CAF & Photograph
2. List of ID & Address proof
3. Guidelines For Out Stationed Foreign National
Step 3: Submit Documents
Once you have all your documents ready, you need to submit them at your nearest
Idea Store.
How to Deactivate Prepaid
For de-activation of your subscription you can get in touch with our helpline or
our showrooms
In Case Of SIM Loss
If you lose you’re SIM Card, that shall be notified to Idea Cellular helpline at
the earliest and then the same can be procured by visiting any of the Idea showrooms.
Please note that you need to carry your Original ID proof along with you to receive a
new SIM card bearing your existing mobile number
Page 20
1.2 PROBLEM STATEMENT:“To study the Customer Satisfaction level towards Idea Cellular Service.”
Page 21
1.3 RESEARCH OBJECTIVES OF STUDY:-
To study the factors that enhances customer satisfaction towards idea
services.
To study the major service provided by Idea.
To study customer awareness and perception the product, product
image, and product price offered by idea.
To study various marketing activity conducted by Idea.
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1.4 RESEARCH HYPOTHESIS OF STUDY:-
SET-1
H0- Highly customer satisfaction towards Idea service does not have impact on
Customer satisfaction level towards Idea Cellular Service.
H1- Highly customer satisfaction towards Idea service impact on Customer
satisfaction level towards Idea Cellular Service.
SET-2
H0-Major service provided by Idea does not have impact on Customer
satisfaction level towards Idea Cellular Service.
H1- Major Service provided by Idea impact on Customer satisfaction level
towards Idea Cellular Service.
Page 23
1.5 RESEARCH LIMITATIONS OF STUDY
Limitations:-
The limitations of this research project are as follows:The researcher holds validity for the particulars period only.
The availability of time factor is said to be limited for the researcher to
conduct the study.
It is hard to extract response from the customers in busy work schedule.
Since the feedback of the customers was done through Questionnaire
major limitation was unavailability of customers thus leading to highly
low success rate.
Most of the customers were so furious that they refused to part with any
information
Time factor
Page 24
2 REVIEW OF RELATED LITERATURE
The references for the literature review used for the problem in hand are as
follows: Seth et al (2008) analyzed that there is relative importance of service quality
attributes and showed that responsiveness is the most importance dimension followed
by reliability, customer perceived network quality, assurance, convenience, empathy
and tangibles. Liu (2002) found that the choice of a cellular phone is characterized by
two attitudes: attitude towards the mobile phone brand on one hand and attitude
towards the network on the other. Samuvel (2002) observed that most of the
respondents consider size, quality, price, instrument servicing are an important factors
for selecting the handset while majority of the respondents are satisfied over the
payment system, quality of services, coverage area and the process of attending the
complaints regarding their mobile service provider.
Nandhini (2001) examined that attitude of the respondents using cell phones
was not influenced by either education or occupation and income.Kalpana and
Chinnadurai (2006) found that advertisement play a dominant role in influencing the
customers but most of the customers are of opinion that promotional strategies of
cellular companies are more sale oriented rather than customer oriented.Haque et al
(2007) suggested that price, service quality, product quality & availability, and
promotional offer play a main role during the time to choose telecommunication
service provider.
Customer satisfaction/dissatisfaction has become an important for marketing
practitioners. The author examines the issue in terms of customer satisfaction. In
particular, practitioners and academicians have noted that simply investing in greater
service delivery may not return the cost of investment. Part of problem is that
customer response to satisfaction increment can be nonlinear, and satisfaction and
dissatisfaction thresholds may not occur at the same point. The author propose a
method for analyzing this complex behavior in a way that can lead to the development
of more accurate satisfaction strategies through an understanding of the relationships
among customers and transaction costs, satisfaction, and purchasing loyalty.
Page 25
3 RESEARCH METHODOLOGY
In research methodology problem are solved by research. In research process,
first of all objective is determine then data are calculated, analyses then and
interpreted the data and make report. The study is descriptive in nature. It is conducted
to study the present state of affairs as it exists. The open study tries to explore the
system at present and report on it.
RESEARCH PROCESS
RESEARCH
OBJECTIVE
REPORT
WRITING
INTERPRETATION
DATA
COLLECTIO
N
ANALYSIS THE
DATA
A customer satisfaction metrics has also been designed after understanding and
incorporating the customer responses.
Page 26
3.1 METHODOLOGY & SOURCE OF DATA:This research study is done through a survey. Survey is referred as the best
research method to understand customer’s opinion regarding any issue. So this method
can help to produce the precise result.
To achieve the above mentioned objective and to prove these hypotheses, the
study is done though survey method.
Questionnaires are filled by personally interviewing various customers.
Descriptive Method.
Reasons for selecting research design:
1) This method is being used because the problem of declining telecom industry
in Mumbai is present but it is not clearly defined.
2) The information on this particular topic is not a detailed one and we wish to
find facts and figures about the problem.
Page 27
3.2 SAMPLING
3.2.1 DATA COLLECTION METHOD:
Non-Probability Sampling Method
3.2.2 SAMPLING PROCEDURE:
Simple Random Sampling
3.2.3 SAMPL SIZE ESTIMATION:
100
Page 28
3.3 DATA ANALYSIS PLAN:
3.3.1 DATA COLLECTION
Survey
I had conducted a survey in the city of Mumbai to collect the data.
3.3.2 DATA COLLECTION INSTRUMENT
Questionnaire
I had requested customer of IDEA Cellular & other network user to fill the
questionnaires in order to collect the data.
3.3.3 SOFTWARE’S TO BE USED
I had used MS Excel for data analysis.
Page 29
4 ANALYSIS & INTERPRETATION
Data gathered through inferences drawn from the secondary data and the
calculations performed on the historical data will be integrated with the help of
Microsoft Office-excel.
The study will also extend its scope through technical analysis with the use of
graphs of time-series, pie Graph, bar Graph, means plots to extent the research horizon
and to prove research hypothesis.
The collected data of 100 customers will be used to pitch Idea Cellular Product
&service & setting meeting for business development.
Below survey done with 100 Mumbai based customer wherein we pitched the
Idea Cellular Product and Services also.
Page 30
4.1 DATA ANALYSIS & INTERPRETATION OF DATA:
Table 4.1.1 Do you have mobile phone?
Categories
Yes
No
Total
Customers in no
97
3
100
Fig 4.1.1 Accessibility of Mobile phone.
100
90
80
70
60
Customers in no
50
40
30
20
10
0
Yes
No
Total
Interpretation:
Majority of customers said that they have mobile phone those consist 97% of the
sample size of. However 3% customers not using mobile phone.
Page 31
Table 4.1.2 Out of the following, which network service provider do you use?
Categories
Idea
Airtel
Vodafone
Reliance
Total
Customers in No
30
25
25
20
100
Fig 4.1.2. Different network service operator.
100
90
80
70
60
50
40
30
20
10
0
Customers in No
Interpretation:
Majority of customers said that they use Idea those consist 30% of the sample
size, 25% customers using Airtel of the sample size, 25% customers using Vodafone
&20 % customers using reliance of the sample size.
Page 32
Table 4.1.3 Are you aware about Idea Cellular service?
Categories
Yes
No
Total
Customers in no
80
20
100
Fig 4.1.3 Awareness of Idea cellular service.
100
80
60
100
80
40
20
20
0
Yes
No
Total
Customers in no
Interpretation:Majority of customers said that they are aware about Idea cellular service those
consist 80% of the sample size of. However 20% customers not aware about the Idea
cellular service.
Page 33
Table 4.1.4 From which source you come to know about Idea?
Categories
Advertising
Hording
Newspaper
Friends
Total
Customers in No
60
20
5
15
100
Fig 4.1.4 Sources of Knowing about Idea.
15%
5%
Advertising
Hording
Newspaper
20%
60%
Friends
Interpretation:
Majority of customers said that they come to know about Idea from
Advertising those consist 60% of the sample size.20% said that hording, 5% said that
newspaper of the sample size. However 15% customers come to know through
friends.
Page 34
Table 4.1.5 Are you using Idea Network Services?
Categories
Yes
No
Total
Customers in no
80
20
100
Fig 4.1.5 User of Idea Network.
100
90
80
70
60
50
40
30
20
10
0
Customers in no
Yes
80
No
20
Total
100
Interpretation:
Majority of customers said that they are using Idea network service those
consist 80% of the sample size of. However 20% customers not using the Idea
network service.
Page 35
Table 4.1.6 If yes, since how long you are using Idea service?
Categories
Less than 1 month
2-12 months
More than 1year
Total
Customers in No
10
30
60
100
Fig 4.1.6 Time span of Idea service.
100
100
80
60
60
30
40
20
10
0
Less than 1
month
2-12 months
More than
1year
Total
Customers in No
Interpretation:
Majority of customers in which those of using Idea service less than 1 month
consist of 10% of the sample size.30% are the customers using idea service more than
2-12 months of the sample size. However, 60% are the customers who are using Idea
service more than 1 year.
Page 36
Table 4.1.7 Which of the following service do you use of Idea?
Categories
Prepaid
Postpaid
Total
Customers in No
48
32
100
Fig 4.1.7 Idea service use by customer.
120
100
80
60
40
20
0
Customers in No
Prepaid
Postpaid
Total
48
32
100
Interpretation:
Majority of customers said that they are using prepaid service those consist of
48% of the sample size. However 52% customers are using postpaid service of Idea.
Page 37
Table 4.1.8 Which of the following do you think are the competitive advantage
of Idea service?
Categories
Low call Rates
Better Internet service
Strong Network
Total
Customers in No
45
25
30
100
Fig 4.1.8 Competitive advantages of Idea service.
100
100
45
50
25
30
0
Loe Call Rates
Better Internet
service
Strong Network
Total
Customers in No
Interpretation:
Majority of customers said that competitive advantage of Idea low call rates
those consist 45% of the sample size.25% said that better Internet service Idea of the
sample size. However 30% customers said that strong network of Idea.
Page 38
Table 4.1.9 Do you call at customer care?
Categories
Yes
No
Total
Customers in No
40
60
100
Fig 4.1.9. Customer care service.
Yes
No
40%
60%
Interpretation:
Majority of customers said that they call at customer care those consist of 40%
of the sample size. However 60% customers are not calling at customer care service.
Page 39
Table 4.1.10 If yes how often you call at customer care?
Categories
Once in week Once in month
Rarely
Total
Customers in No
10
70
100
20
Fig 4.1.10 Calling rate for customer care.
100
90
80
70
60
50
40
30
20
10
0
Customers in No
Once in
week
10
Once in
month
20
Rarely
Total
70
100
Interpretation:
The above table shows that 10% customers said that they call once in week to
the customer care service & 20% customers said that once in month & 70% customers
rarely call at customer care service.
Page 40
Table 4.1.11 For what reason you call at customer care?
Categories
VAS
For new scheme
Complaint
Total
Customers in No
50
40
10
100
Fig 4.1.11 Different categories at customer care.
10%
VAS
50%
40%
For new scheme
Complaint
Interpretation:
The above table shows that 50% customers said that they call for VAS
customer care service & 40% customers said that for new scheme & 10% customers
call for complaint.
Page 41
Table 4.1.12 How Satisfied are you with Idea cellular Services?
Categories
Excellent
Good
Satisfied
Poor
Total
Customers in No
60
20
10
10
100
Fig 4.1.12 Satisfaction of Idea cellular service.
100
90
80
70
60
50
40
30
20
10
0
Customers in No
Excellent
60
Good
20
Satisfied
10
Poor
10
Total
100
Interpretation:
The above table show that 60% of customer are excellently satisfied with Idea
cellular service of the sample size.20% said that good, 10% said that satisfied of the
sample size. However 10% are poorly satisfied with Idea cellular service.
Page 42
4.2 HYPOTHESIS TESTING
4.2.1 Hypothesis Set-1
H0-Highly customer satisfaction towards Idea service does not have impact on
Customer satisfaction level towards Idea Cellular Service.
H1- Highly customer satisfaction towards Idea service impact on Customer
satisfaction level towards Idea Cellular Service.
Table No. 4.1.12
How satisfied are you with Idea cellular Services?
A) Excellent B) Good C) Satisfied D) Poor
Categories
Excellent
Good
Satisfied
Poor
Total
Customers in No
60
20
10
10
100
Fig 4.1.12
100
80
60
40
20
0
Customers in No
Excellent
60
Good
20
Satisfied
10
Poor
10
Total
100
Interpretation:The above table show that 60% of customer are excellently satisfied with Idea
cellular service of the sample size.20% said that good, 10% said that satisfied of the
sample size. However 10% are poorly satisfied with Idea cellular service.
Thus H0 is rejected and H1 is accepted.
Page 43
4.3 FINDINGS
1. In my analysis the performance of Idea is varying from area to be because of its
advertising strategy and many other facilities are different.
2. In my analysis around more than 60% people says that Idea service is Excellent
and 10% are people says poor.
3. Idea’s main competitor is Airtel. While Idea and Airtel, both are providing
same service so it is most important to use more and effective advertising
strategy.
4. Idea provided its service to its customer whenever they need and also where
ever the need with the help of customer cares.
In case of telecommunication customer are very choosy and economical
Page 44
4.4 SUGGESTIONS
During the survey I come to know about some short coming of Idea telecom.
This shortcoming can be removed with the help of following suggestion and help Idea
telecommunication. In expanding its market through advertisement and improving its
market position.
1. Promotional program conducted b the company should be on large scale for the
customer with improved visual aids.
2. Company should increase the personal contact with the customer because they
have some problems that can be solved by the Idea staff only.
3. For youngsters Idea should provide some free services as like Reliance
Infocomm.
4. Idea should appoint few more celebrities for advertisement.
5. Idea should change per call charges & SMS plan.
6. To develop 3G plan & Value added scheme.
Page 45
4.5 CONCLUSION
It is always difficult to measure the effectiveness of service center this is to
conclude that the research named as “Customer satisfaction level towards Idea cellular
service” will be useful for the organization this research has been done keeping the
constraints and requirements of the Idea with the help of this research it in easy for
Idea to know about the service center and customer satisfaction level. It can help
them to know what their customer wants from them.
It will help the organization to know that what more their customer want from
them. What are their weaknesses which the organization can improve in order to
service center in order to the services performed there.
I tried my best to make this research report in spite of that few mistakes in it
and I know this thing. So kindly ignore most of the customer are satisfied with their
services but wants to switch over a new upgraded service if given an opportunity with
additional feature and least risk.
Page 46
BIBLIOGRAPHY
? REFERENCE BOOKS:
1. Philip Kotler& Keller: Marketing Management.
2. C.R.Kothari: Research Methodology.
3. Dr.P.N.Arora: Statistics for Management.
? WEBSITES:
www.google.com
www.wikipedia.com
www.adityabirla.com
www.idea.com
www.telecomindustry.com
? NEWS PAPERS:
Economic Times
Business Standards
Page 47
ANNEXURE
QUESTIONNAIRE
Name: Age: -
Gender: -
Male
Female
Address: -
Mobile No: -
Ques1: Do you have mobile phone?
A) Yes
B) No
Que 2: Out of the following, which network service provider do you use?
A) Idea
B) Airtel
C) Vodafone
D) Reliance
Que 3: Are you aware about Idea?
A) Yes
B) No
Page 48
Que 4: From which source you come to know about Idea?
A) Through friend
B) Hording
C) T.V Add
D) News Paper
Que 5: Are you using Idea Network Services?
A) Yes
B) No
Que 6: If yes, since how long you are using Idea service?
A) Less than 1 Month
B) 2-12 Months
C) More than 1 Year
Que 7: Which of the following service do you use of Idea?
A) Prepaid
B) Postpaid
Que 8: Which of the following do you think are the competitive advantage of
Idea service?
A) Low Call Rate
B) Better Internet Service
C) Strong Network
Page 49
Que 9: Do you call at customer care?
A) Yes
B) No
Que 10: If yes how often you call at customer care?
A) Daily
B) Once in week
C) Rarely
Que11: For what reason you call at customer care?
A) Value added service
B) New scheme
C) Complaints
Que 12: How Satisfied are you with query resolution by customer care executive
of Idea Services?
A) Excellent
B) Good
C) Satisfied
D) Poor
Page 50
doc_965105575.pdf
Customer orientation stems from the company’s adaption and implementation
of the marketing concept – A philosophy of every business unit, which as triple
implementation namely:
1. The victory of any business unit rest on customer who are willing to accept and pay
for the products/services.
2. The industry must be aware of what the market wants well in advance of production
3. Customer wants must be monitored continuously for assured success and to have an
edge over competition
The need to satisfy the customer for success in any commercial enterprise is
very obvious. The income of enterprises is driver from the payments receive from the
products and supply to its external customers commercial. If there are no customers,
there is no income and there is no business, in order words, customer is the sole reason
for the existence of commercial establishments.
Thus the core activity and perhaps one of the important activity and perhaps
one of the most important activities of any company is to attract and retain customers.
It is therefore no surprise that peter Drunker, the renowned management Guru has said
“To satisfy the customer is the mission and purpose of every business organization”.
Page 1
1.1.1 COMPANY PROFILE
Idea: Company Backgrounder
Idea Cellular is an Aditya Birla Group Company, India's first truly
multinational corporation. Idea is a pan-India integrated GSM operator offering 2G
and 3G services, and has its own NLD and ILD operations, and ISP license. Idea has
won spectrum to launch 4G services across 10 key markets and has initiated
multiple steps towards introduction of 4G LTE services on 1800 MHz, in a phased
manner from calendar year 2016 onwards. Idea has a deep rooted network across the
length and breadth of the country comprising of over 1,49,196 cell sites covering
7,513 towns and 3,63,580 villages as on Q1FY16.
Using the latest in technology, Idea provides world-class service delivery
through the most extensive network of customer touch points, comprising of nearly
6,752 Idea touch points. Idea’s customer service delivery platform is ISO 9001:2008
certified, making it the only operator in the country to have this standard
certification for all 22 service areas and the corporate office.
Idea has consistently stayed ahead of the industry in VLR reporting. Idea’s
thought leadership on Mobile Number Portability (MNP), with Net Gain of over 14
million customers as on June 30, 2015, has enabled it to stay as the top gainer
among other telecom players. Every 4th mobile user who exercises choice through
MNP prefers Idea.
Idea has been a pioneer in introducing customized product offerings for
segmented customers. It is the first mobile operator to introduce innovative value
added services in the Indian telephony market, and has remained ahead of the
industry in data product offerings. Driving the growth of mobile broadband in India,
Idea services over 37.2 million data users (as on Q1FY16). Today, data contributes
over 17.7% of Idea’s service’s revenue.
Idea has received several national and international recognitions for its pathbreaking innovations in mobile telephony products and services. Idea won the
prestigious Voice & Data Telecom Leadership Awards 2014 under the Leadership
Recognition category “for various successful initiatives and deployments in the
areas of Business Services, Internet & Broadband, Business Analytics, Information
Security, and Customer Service”. It was recognized as “Most Innovative Telecom
Service Provider of the Year” and “Mobile Data Service Provider of the Year “by
Frost & Sullivan Asia Pacific ICT Awards 2015. It won Dataquest Business
Technology Award in Analytics category for the “Implementation of end-to-end
Campaign Management solution”.
Page 2
Idea is listed on the National Stock Exchange (NSE) and the Bombay Stock
Exchange (BSE) in India. Idea has been voted by investors as one of Asia’s Best
Companies in 2015 in a poll conducted by Finance Asia under the categories: Best
CEO, Best CFO, Best Managed Public Companies, Best Corporate Governance and
Best Investor Relations.
COMPANY LOGO:-
1.1.2 MISSION
"We will delight our Customers while meeting their individual communication
needs anytime anywhere"
Board of Directors
?
?
?
?
?
?
?
?
?
?
?
?
Mr. Kumar Mangalam Birla (Chairman)
Smt. Rajashree Birla
Mr. Himanshu Kapania (Managing Director)
Mr. Arun Thiagarajan
Ms. Tarjani Vakil
Mr. Mohan Gyani
Mr. Gian Prakash Gupta
Mr. R.C. Bhargava
Mr. P. Murari
Ms. Madhabi Puri Buch
Mr. Sanjeev Aga
Dr. Shridhir Sariputta Hansa Wijayasuriya
Page 3
1.1.3 PARTNERS:Idea welcomes all businesses and individuals interested in partnering with us to
enhance and strengthen the Idea products & services portfolio. .
Some of our partners include:
Value Added Services
ROAMING
Brand
Page 4
1.1.4 HISTORY:2014
Subscriber base as on December 31, 2014: 150,536,058
Won 3G spectrum for Delhi metro and 4G LTE spectrum for 8 service areas
6th largest mobile operator in terms of number of subscribers in single country
operations: GSMA Intelligence Report
Raised Rs. 3,000 Cores through Qualified Institutions Placement
2013
Subscriber base as on December 31, 2013: 128,685,043
Became the 3rd largest mobile operator in India in subscriber terms as well
Received a USD 1 million Grant from US Trade and Development Agency for a
Green Telecom Project
2012
Subscriber base as on December 31, 2012: 113,946,827
Won back spectrum for 7 circles for which licenses were quashed by the Supreme
Court.
Became a $4 Billion Company in revenue
Established a robust network of over 100,000 cell sites across the country
2011
Subscriber base as on December 31, 2011: 106,380,111
First operator to announce the launch of Mobile Number Portability, have been the
Top gainer ever since the service was launched.
Launched 3G in 10 circles – Andhra Pradesh, Gujarat, Haryana, Himachal Pradesh,
Jammu & Kashmir, Kerala, Madhya Pradesh and Chhattisgarh, Maharashtra and Goa,
Uttar Pradesh (East), Uttar Pradesh (West).
Entered the devices category with the launch of affordable 3G smart phones.
Only operator in the country to have ISO 9001:2008 certification for its service
delivery platform for all 22 service areas and the corporate office.
Page 5
2010
Subscriber base as on December 31, 2010: 81,778,655
Idea won 3G Spectrum in 11 service areas in India. These markets account for over
81% of the company’s total revenue
Idea crossed usage of ‘One Billion’ Minutes per day on the network, propelling it
amongst the Top 10 country operators in the world
Idea emerged as the 3rd largest mobile operator in India, in revenue terms.
2009
Subscriber base as on December 31, 2009: 57,611,872
Idea becomes a pan-India operator
Emerging Company of the Year - fastest growing mobile operator in the world’s
fastest growing telecom market
Becomes pan-India operator in 2009
2008
Subscriber base as on December 31, 2008: 40,016,153
Idea acquired 9 licenses for Punjab, Karnataka, Tamil Nadu & Chennai, West Bengal,
Orissa, Kolkata, Assam, North East and Jammu & Kashmir
Acquired Spice Communications with the operating circles of Punjab and Karnataka
Launched services in Mumbai metro in the largest single metro city launch.
2007
Subscriber base as on December 31, 2007: 21,054,027
Won an award for the "CARE" service in the "Best Billing or Customer Care
Solution" at the GSM Association Awards in Barcelona, Spain
Initial Public Offering aggregating to Rs. 28,187 million and Listing of Equity Shares
on the Bombay Stock Exchange and the National Stock Exchange
Merger of seven subsidiaries with Idea Cellular Limited
Reached the twenty million subscriber mark
Page 6
2006
Subscriber base as on December 31, 2006: 12,442,450
Became part of the Aditya Birla Group subsequent to the TATA Group transferring its
entire shareholding in the Company to the Aditya Birla Group
Acquired Escorts Telecommunications Limited (subsequently renamed as Idea
Telecommunications Limited)
Restructuring of debt
Launch of the New Circles
Reached the 10 million subscriber mark
Received Letter of Intent from the Dot for a new UAS License for the Mumbai Circle.
2005
Subscriber base as on December 31, 2005: 6,473,962
Won an Award for the "Bill Flash" service at GSM Association Awards in Barcelona,
Spain
Sponsored the International Indian Film Academy Awards
2004
Acquired Escotel Mobile Communications Limited (subsequently renamed as
Idea Mobile Communications Limited)
Reached the four million subscriber mark
First operator in India to commercially launch EDGE services 2005
Acquired Escotel, incumbent cellular service provider in Haryana, UP (W) & Kerala.
2003
Reached the two million subscriber mark
2002
Changed name to Idea Cellular Limited and launched "Idea" brand name
Commenced commercial operations in Delhi Circle
Reached the one million subscriber mark.
Page 7
2001
Acquired RPG Cellular Limited and consequently the license for the Madhya Pradesh
(including Chhattisgarh) Circle
Changed name to Birla Tata AT&T Limited
Obtained license for providing GSM-based services in the Delhi Circle following the
fourth operator GSM license bidding process.
2000
Merged with Tata Cellular Limited, thereby acquiring original license for the Andhra
Pradesh Circle
1999
Migrated to revenues share license fee regime under New Telecommunications Policy
("NTP")
1997
Commenced operations in the Gujarat and Maharashtra Circles
MoU for merger between Birla AT&T and Tata Cellular Limited Andhra Pradesh.
1996
Changed name to Birla AT&T Communications Limited following joint venture
between Grasim Industries and AT&T Corporation
1995
Incorporated as Birla Communications Limited
Obtained licenses for providing GSM-based services in the Gujarat and
Maharashtra Circles following the original GSM license bidding process.
Page 8
1.1.5 PROMOTERS:Idea Cellular is part of the Aditya Birla Group, India's first truly multinational
corporation. Global in vision, rooted in Indian values, the Group is driven by a
performance ethic pegged on value creation for its multiple stakeholders.
Our Promoters are:Aditya Birla Nuvo Limited
Grasim Industries Limited
Hindalco Industries Limited
Birla TMT Holdings Private Limited
1.1.6 SUSTAINABILITY:Idea’s Sustainability Initiatives
Telecom services are recognized world-over as an important tool for the socioeconomic development of a nation. It is one of the prime support services essential for
rapid growth and modernization of various sectors of the economy. In India too, the
telecommunication sector has revolutionized the way we communicate and share
information, thereby helping over 800 million Indians stay connected, over the last
two decades.
Whether it’s through conserving energy, recycling, or finding innovative
solutions to environmental and social challenges, Idea is committed to being a
respectful, responsible and positive influence on the environment and the society in
which we operate. Efficient power management, infrastructure sharing, use of ecofriendly renewable energy sources, leveraging the latest in technology to reach out to a
large audience in most energy efficient manner such as video and teleconferencing,
smart logistics, etc. are some of the best practices in our network infrastructure and
day-to-day business operations, to ensure a clean and green environment.
Network Infrastructure initiatives:In our effort to give back to the environment and reduce the collective carbon
foot print of the telecom sector in India, Idea pioneered the concept of ‘Shared
Telecom Infrastructure’ services, along with a few other industry leaders in the
wireless space.
Page 9
Additionally, we are working on a range of other projects all of which are
aimed at experimenting alternate energy sources to fuel base stations and reduce
operating expenditure for the company.
Communication initiatives:With a subscriber base of nearly 10 cores, we have an opportunity to influence
a large mass of people by promoting green initiatives through our various
communication programs and customer service initiatives.
Employee Based Initiatives:Idea’s HR operations have all been enabled online for it’s over 7,000
employees, to ensure that there is minimal paper documentation. This has again
helped us save tones of paper that would have been used in day-to-day HR related
transactions and communication.
We use smart ICT solutions such as teleconferencing, videoconferencing, web
chats etc. for internal communication amongst employees to minimize travel.
1.1.7 CONTACT US:-
Registered office:Idea Cellular Limited
Suman Tower, Plot No. 18, Sector 11
Gandhinagar – 382 011
Gujarat, India
Tel: +91 79 6671 4000
Fax: +91 79 2323 2251
Web Site: www.ideacellular.com
Corporate office:Idea Cellular Limited
'Windsor', 5th Floor, Off CST Road,
Near Vidya Nagari, Kalina, Santacruz(E),
Mumbai – 400098
Tel: +91 95940 04000
Fax: +91 95940 03181
Page 10
1.1.8 TELECOM INDUSTRY IN INDIA
INDUSTRY OVERVIEW
Background
The Indian Telecommunications network is the third largest in the world and
the second largest among the emerging economies of Asia. Today, it is the fastest
growing market in the world. The telecommunication sector continued to register
significant success during the year and has emerged as one of the key sectors
responsible for India’s resurgent India’s economic growth.
Growth
This rapid growth has been possible due to various proactive and positive
decisions of the Government and contribution of both by the public and the private
sector. The rapid strides in the telecom sector have been facilitated by liberal policies
of the Government that provide easy market access for telecom equipment and a fair
regulatory framework for offering telecom services to the Indian consumers at
affordable prices.
Wire line Vs Wireless
It has also undergone a substantial change in terms of mobile versus fixed
phones and public versus private participation. The preference for use of wireless
phones has also been predominant in the sector. Participation of the private entities in
the telecom sector is rapidly increasing rate there by presenting the enormous growth
opportunities. There is a clear distinction between the Global Satellite Mobile
Communication (GSM) and Code Division Multiple Access (CDMA) technologies
used and the graph below shows the divide between the two.
Segment wise Status:Wire line Services
With increasing penetration of the wireless services, the wire line services in
the country are becoming stagnant. On the other hand, Broadband demand has picked
up and promises to stabilize fixed line growth.
GSM Sector
In terms of the Global System for Mobile Communication (GSM) subscriber
base this now places India third after China and Russia. China had 401.7 million GSM
subscribers.
CDMA Services
CDMA technology was introduced in India as a limited mobility solution. The
introduction of CDMA services has created competition, lowered tariffs and offered
many citizens access to communication services for the first time
Page 11
Internet Services
Internet services were launched in India on August 15, 1995. In November
1998 the government opened up the sector to private operators. A liberal licensing
regime was put in place to increase Internet penetration across the country. The
growth of IP telephony or grey market is also a serious concern. Government loses
revenue, while unlicensed operation by certain operators violates the law and depletes
licensed operators market share.
Manufacture of Telecom Equipment
Rising demand for a wide range of telecom equipment, particularly in the area
of mobile telecommunication, has provided excellent opportunities to domestic and
foreign investors in the manufacturing sector. The last two years saw many renowned
telecom companies setting up their manufacturing base in India. Ericsson has set up
GSM Radio Base Station Manufacturing facility in Jaipur. Elcoteq has set up handset
manufacturing facilities in Bangalore.
1.1.9 COMPETITION OVERVIEW
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)
BHARAT SANCHAR NIGAM LIMITED (BSNL)
Name: - Bharat Sanchar Nigam Limited (BSNL)
Year of Establishment 2000
Company Profile: - Bharat Sanchar Nigam Ltd. is World's 7th largest
Telecommunications Company providing comprehensive range of telecom services in
India: Wire line, CDMA mobile, GSM Mobile, Internet, Broadband, Carrier service,
MPLS-VPN, VSAT, VoIP services, IN Services etc. Within a span of five years it has
become one of the largest public sector units in India.
Global Presence/ Marketing
It has a network of over 45 million lines covering 5000 Network towns with
over 35 million telephone connections.
Page 12
MAHANAGAR TELEPHONE NIGAM LIMITED (MTNL)
Name: - Mahanagar Telephone Nigam Limited (MTNL)
Year of Establishment 1986
Company Profile: - MTNL was set up by the Government of India to upgrade
the quality of telecom services, expand the telecom network, and introduce new
services and to raise revenue for telecom development needs of India’s key metros.
MTNL with a market share of about 13% of the National telecom Network has a
customer base of 5.92 million. The Govt. of India currently holds 56.25% stake in
the company.
RELIANCE COMMUNICATION
Name: - Reliance Communications
Year of Establishment 1999
Company Profile: - Reliance Telecom's cellular services are available in 340
towns within its eight-circle footprint. Reliance Infocomm also offered for the first
time in India, mobile data services through its World mobile portal. This portal
leverages the data capability of the CDMA 1X network. Reliance Infocomm offers a
complete range of telecom services covering mobile and fixed line telephony
including broadband, national and international long distance services.
Global Presence/ Marketing
Network
Reliance Communications has IP-enabled connectivity infrastructure
comprising over 150,000 kilometers of fiber-optic cable systems in India, the US,
Europe, Middle East, and the Asia Pacific region.
TATA TELESERVICES
Name: - Tata Teleservices
Year of Establishment 1996
Company Profile: - Tata Teleservices is a part of the $12 billion Tata Group,
which has 93 companies, over 200,000 employees and more than 2.3 million
shareholders. Tata Teleservices’ bouquet of telephony services includes Mobile
services, Wireless Desktop Phones, Public Booth Telephony and Wire line services.
Other services include value added services like voice portal, roaming, post-paid
Internet services, 3-way conferencing, group calling, Wi-Fi Internet, USB Modem,
data cards, calling card services and enterprise services.
Page 13
Global Presence/ Marketing
Network
Tata Teleservices has presence in across 19 circles that includes Andhra
Pradesh, Chennai, Gujarat, Karnataka, Delhi, Maharashtra, Mumbai, Tamil Nadu,
Orissa, Bihar, Rajasthan, Punjab, Haryana, Himachal Pradesh, Uttar Pradesh (E),
Uttar Pradesh (W), Kerala, Kolkata, Madhya Pradesh and West Bengal.
VODAFONE
Name: - Vodafone
Year of Establishment
Company Profile: - Acquired majority stake in Hutch Essar in India, by
buying out complete stake of Hutch in 2007, Essar is still minority stakeholder in
company Profile Idea Essar in India is a subsidiary of Idea Group Plc and commenced
operations in 1994 when its predecessor Hutchison Telecom acquired the cellular
license for Mumbai. Idea Essar now has operations in 16 circles covering 86% of
India's mobile customer base, with over 45.78 million customers. Idea Essar, under
the Hutch brand, has been named the 'Most Respected Telecom Company', the 'Best
Mobile Service in the country' and the 'Most Creative and Most Effective Advertiser
of the Year'.
Global Presence/ Marketing
It has operations in 25 countries across 5 continents and 40 Network partner networks
with over 200 million customers worldwide.
IDEA
Name: - Idea
Year of Establishment 1995
Company Profile: - Idea Cellular is part of the Adyta Birla Group, which is
India's first truly multinational corporation. Adyta Birla Novo Ltd. holds 35.7 per
cent, Birla TMT Holdings Ltd. 44.9 per cent, Grasim 7.5 per cent, and Hindalco 10.1
per cent in Idea.
Global Presence/ Marketing
Network
Has a customer base of over 17 million, IDEA Cellular has operations in Delhi,
Maharashtra, Goa, Gujarat, Andhra Pradesh, Madhya Pradesh, Chhattisgarh,
Uttaranchal, Haryana, UP West, Himachal Pradesh and Kerala. Acquisitions /
Strategic
Page 14
1.1.10 CHALLENGES AND OPPORTUNITIES
Opportunities
The telecom sector has been one of the fastest growing sectors in the Indian
economy in the past 4 years. This has been witnessed due to strong competition that
has brought down tariffs as well as simplification of policy environment that has
promoted healthy competition among various players... The mobile sector alone has
been growing rapidly and has emerged as the fastest growing market in the whole
worlds. Currently of a size nearing 70 million (GSM and CDMA), this sector is
expected to reach a size of nearly 200 million subscribers by financial year 2008.
The government has eased the rules regarding inner circle and intra circle
mergers. This has led to a slew of mergers and acquisitions in the recent past. Also as
the sector is moving closer to maturity, further consolidation is a reality and this will
lead to the survival of more profitable players in this segment In order to further
promote the use of Internet in the country the government is taking proactive steps to
develop this sector with the help of the various players in this segment. For this
purpose, the use of broadband technology is being mooted and this will go a long way
in improving the productivity of the Indian economy as well as turn out to be the next
big opportunity for telecom companies after the mobile communications segment
Non-voice services and VAS are the gold mines.
Operators can plan better expansion plan now increased viability for the
operators to expand to semi-urban and rural markets, hence, accelerate growth further
it’s not without reason that India is tipped to be the world’s third-largest economy by
2050! No wonder if it happens much earlier Investors can look to capture the gains of
the Indian telecom boom and diversify their operations outside developed economies
that are marked by saturated telecom markets and lower GDP growth rates. At a time
when global telecom majors are struggling to cope with their losses and the rollout of
3G networks, which has been a non-starter for close to a year now; India, with its
telecom success story, represents an attractive and lucrative destination for
investment.
Page 15
1.1.11 SERVICE’S PROVIDED BY IDEA
Life becomes simpler when you become an Idea Postpaid customer. Choose
from a variety of affordable and attractive talk plans, and many convenient payment
options for your monthly bill.
OFFERS GO POSTPAID
? Talk plans
? Payment choices
? Download postpaid forms
? Shops & Dealers
To get an Idea Postpaid connection, all you have to do is submit a Customer
Agreement Form and Enrollment form, along with one of the following documents as
your ID and 1. Address proof
1. Ration card
2. Passport
3. Driving licensee
4. ID card issued by any institution
5. Copy of electricity or telephone bill of your address
Any document or communication issued by any authority of Central Government
or local bodies showing your residential address
Any other documentary evidence in support of the address given in the declaration.
Mumbai Circle:Latest offers overview:
New connection:Tariff Plans
Page 16
Call Type
Destination
Tariff under Home Circle
Voice
Local Onnet
2 p/ sec
Local Offnet Mobile
2 p/ sec
Local Fixed
2 p/ sec
STD Onnet
2.5 p/ sec
STD Offnet Mobile
2.5 p/ sec
STD Fixed
2.5 p/ sec
Local Onnet
2 p/ sec
Local Offnet Mobile
2 p/ sec
Local Fixed
NA
STD Onnet
2 p/ sec
STD Offnet Mobile
2 p/ sec
STD Fixed
NA
Local
Re 1.00
National
Rs 1.50
International
Rs 5.00
2G
2p/ 10kb
3G
4p/ 10kb
Voice
Free
Video
Free
Video
SMS
Data
Incoming
Page 17
First Recharge Offers
MRP Talk time Talk time Tariff
(Rs) (Rs)
Validity
(Days)
Tariff
Validity
(Days)
Mode
of
Recharge
(Electronic/
Paper)
77
68
NA
All Loc/STD Mob Calls 30
@1p/s 50 MB 2G for 30
days 20 SMS Free Daily*
for 30 days Free Dialer
tone on calling 56789121
for 30 days
E-Recharge
85
60
NA
All Loc/STD Mob Calls 30
@1p/s 200 MB 2G for 30
days 20 SMS Free Daily*
for 30 days Free Dialer
tone on calling 56789121
for 30 days
E-Recharge
93
57
NA
All Loc/STD Mob Calls 30
@1p/s 200 MB 3G for 30
days 20 SMS Free Daily*
for 30 days Free Dialer
tone on calling 56789121
for 30 days
E-Recharge
101
96
NA
All Loc/STD Mob Calls 30
@1p/s 50 MB 2G for 30
days 20 SMS Free Daily*
for 30 days Free Dialer
tone on calling 56789121
for 30 days
E-Recharge
Page 18
201
196
NA
All Loc/STD Mob Calls 30
@1p/s 50 MB 2G for 30
days 20 SMS Free Daily*
for 30 days Free Dialer
tone on calling 56789121
for 30 days
E-Recharge
298
50
NA
All Loc/STD Mob Calls 30
@1p/s 1 GB 3G for 30
days 20 SMS Free Daily*
for 30 days Free Dialer
tone on calling 56789121
for 30 days
E-Recharge
1001
996
NA
All Loc/STD Mob Calls 30
@1p/s 50 MB 2G for 30
days 20 SMS Free Daily*
for 30 days Free Dialer
tone on calling 56789121
for 30 days
E-Recharge
2001
1996
NA
All Loc/STD Mob Calls 30
@1p/s 50 MB 2G for 30
days 20 SMS Free Daily*
for 30 days Free Dialer
tone on calling 56789121
for 30 days
E-Recharge
Activation
How to Activate
Step 1: Application Form
Application form is available at:
Idea Stores
Apply Online
Page 19
Step 2: You’re Documents
ID / Address Proofs Accepted:
1. Dully filled CAF & Photograph
2. List of ID & Address proof
3. Guidelines For Out Stationed Foreign National
Step 3: Submit Documents
Once you have all your documents ready, you need to submit them at your nearest
Idea Store.
How to Deactivate Prepaid
For de-activation of your subscription you can get in touch with our helpline or
our showrooms
In Case Of SIM Loss
If you lose you’re SIM Card, that shall be notified to Idea Cellular helpline at
the earliest and then the same can be procured by visiting any of the Idea showrooms.
Please note that you need to carry your Original ID proof along with you to receive a
new SIM card bearing your existing mobile number
Page 20
1.2 PROBLEM STATEMENT:“To study the Customer Satisfaction level towards Idea Cellular Service.”
Page 21
1.3 RESEARCH OBJECTIVES OF STUDY:-
To study the factors that enhances customer satisfaction towards idea
services.
To study the major service provided by Idea.
To study customer awareness and perception the product, product
image, and product price offered by idea.
To study various marketing activity conducted by Idea.
Page 22
1.4 RESEARCH HYPOTHESIS OF STUDY:-
SET-1
H0- Highly customer satisfaction towards Idea service does not have impact on
Customer satisfaction level towards Idea Cellular Service.
H1- Highly customer satisfaction towards Idea service impact on Customer
satisfaction level towards Idea Cellular Service.
SET-2
H0-Major service provided by Idea does not have impact on Customer
satisfaction level towards Idea Cellular Service.
H1- Major Service provided by Idea impact on Customer satisfaction level
towards Idea Cellular Service.
Page 23
1.5 RESEARCH LIMITATIONS OF STUDY
Limitations:-
The limitations of this research project are as follows:The researcher holds validity for the particulars period only.
The availability of time factor is said to be limited for the researcher to
conduct the study.
It is hard to extract response from the customers in busy work schedule.
Since the feedback of the customers was done through Questionnaire
major limitation was unavailability of customers thus leading to highly
low success rate.
Most of the customers were so furious that they refused to part with any
information
Time factor
Page 24
2 REVIEW OF RELATED LITERATURE
The references for the literature review used for the problem in hand are as
follows: Seth et al (2008) analyzed that there is relative importance of service quality
attributes and showed that responsiveness is the most importance dimension followed
by reliability, customer perceived network quality, assurance, convenience, empathy
and tangibles. Liu (2002) found that the choice of a cellular phone is characterized by
two attitudes: attitude towards the mobile phone brand on one hand and attitude
towards the network on the other. Samuvel (2002) observed that most of the
respondents consider size, quality, price, instrument servicing are an important factors
for selecting the handset while majority of the respondents are satisfied over the
payment system, quality of services, coverage area and the process of attending the
complaints regarding their mobile service provider.
Nandhini (2001) examined that attitude of the respondents using cell phones
was not influenced by either education or occupation and income.Kalpana and
Chinnadurai (2006) found that advertisement play a dominant role in influencing the
customers but most of the customers are of opinion that promotional strategies of
cellular companies are more sale oriented rather than customer oriented.Haque et al
(2007) suggested that price, service quality, product quality & availability, and
promotional offer play a main role during the time to choose telecommunication
service provider.
Customer satisfaction/dissatisfaction has become an important for marketing
practitioners. The author examines the issue in terms of customer satisfaction. In
particular, practitioners and academicians have noted that simply investing in greater
service delivery may not return the cost of investment. Part of problem is that
customer response to satisfaction increment can be nonlinear, and satisfaction and
dissatisfaction thresholds may not occur at the same point. The author propose a
method for analyzing this complex behavior in a way that can lead to the development
of more accurate satisfaction strategies through an understanding of the relationships
among customers and transaction costs, satisfaction, and purchasing loyalty.
Page 25
3 RESEARCH METHODOLOGY
In research methodology problem are solved by research. In research process,
first of all objective is determine then data are calculated, analyses then and
interpreted the data and make report. The study is descriptive in nature. It is conducted
to study the present state of affairs as it exists. The open study tries to explore the
system at present and report on it.
RESEARCH PROCESS
RESEARCH
OBJECTIVE
REPORT
WRITING
INTERPRETATION
DATA
COLLECTIO
N
ANALYSIS THE
DATA
A customer satisfaction metrics has also been designed after understanding and
incorporating the customer responses.
Page 26
3.1 METHODOLOGY & SOURCE OF DATA:This research study is done through a survey. Survey is referred as the best
research method to understand customer’s opinion regarding any issue. So this method
can help to produce the precise result.
To achieve the above mentioned objective and to prove these hypotheses, the
study is done though survey method.
Questionnaires are filled by personally interviewing various customers.
Descriptive Method.
Reasons for selecting research design:
1) This method is being used because the problem of declining telecom industry
in Mumbai is present but it is not clearly defined.
2) The information on this particular topic is not a detailed one and we wish to
find facts and figures about the problem.
Page 27
3.2 SAMPLING
3.2.1 DATA COLLECTION METHOD:
Non-Probability Sampling Method
3.2.2 SAMPLING PROCEDURE:
Simple Random Sampling
3.2.3 SAMPL SIZE ESTIMATION:
100
Page 28
3.3 DATA ANALYSIS PLAN:
3.3.1 DATA COLLECTION
Survey
I had conducted a survey in the city of Mumbai to collect the data.
3.3.2 DATA COLLECTION INSTRUMENT
Questionnaire
I had requested customer of IDEA Cellular & other network user to fill the
questionnaires in order to collect the data.
3.3.3 SOFTWARE’S TO BE USED
I had used MS Excel for data analysis.
Page 29
4 ANALYSIS & INTERPRETATION
Data gathered through inferences drawn from the secondary data and the
calculations performed on the historical data will be integrated with the help of
Microsoft Office-excel.
The study will also extend its scope through technical analysis with the use of
graphs of time-series, pie Graph, bar Graph, means plots to extent the research horizon
and to prove research hypothesis.
The collected data of 100 customers will be used to pitch Idea Cellular Product
&service & setting meeting for business development.
Below survey done with 100 Mumbai based customer wherein we pitched the
Idea Cellular Product and Services also.
Page 30
4.1 DATA ANALYSIS & INTERPRETATION OF DATA:
Table 4.1.1 Do you have mobile phone?
Categories
Yes
No
Total
Customers in no
97
3
100
Fig 4.1.1 Accessibility of Mobile phone.
100
90
80
70
60
Customers in no
50
40
30
20
10
0
Yes
No
Total
Interpretation:
Majority of customers said that they have mobile phone those consist 97% of the
sample size of. However 3% customers not using mobile phone.
Page 31
Table 4.1.2 Out of the following, which network service provider do you use?
Categories
Idea
Airtel
Vodafone
Reliance
Total
Customers in No
30
25
25
20
100
Fig 4.1.2. Different network service operator.
100
90
80
70
60
50
40
30
20
10
0
Customers in No
Interpretation:
Majority of customers said that they use Idea those consist 30% of the sample
size, 25% customers using Airtel of the sample size, 25% customers using Vodafone
&20 % customers using reliance of the sample size.
Page 32
Table 4.1.3 Are you aware about Idea Cellular service?
Categories
Yes
No
Total
Customers in no
80
20
100
Fig 4.1.3 Awareness of Idea cellular service.
100
80
60
100
80
40
20
20
0
Yes
No
Total
Customers in no
Interpretation:Majority of customers said that they are aware about Idea cellular service those
consist 80% of the sample size of. However 20% customers not aware about the Idea
cellular service.
Page 33
Table 4.1.4 From which source you come to know about Idea?
Categories
Advertising
Hording
Newspaper
Friends
Total
Customers in No
60
20
5
15
100
Fig 4.1.4 Sources of Knowing about Idea.
15%
5%
Advertising
Hording
Newspaper
20%
60%
Friends
Interpretation:
Majority of customers said that they come to know about Idea from
Advertising those consist 60% of the sample size.20% said that hording, 5% said that
newspaper of the sample size. However 15% customers come to know through
friends.
Page 34
Table 4.1.5 Are you using Idea Network Services?
Categories
Yes
No
Total
Customers in no
80
20
100
Fig 4.1.5 User of Idea Network.
100
90
80
70
60
50
40
30
20
10
0
Customers in no
Yes
80
No
20
Total
100
Interpretation:
Majority of customers said that they are using Idea network service those
consist 80% of the sample size of. However 20% customers not using the Idea
network service.
Page 35
Table 4.1.6 If yes, since how long you are using Idea service?
Categories
Less than 1 month
2-12 months
More than 1year
Total
Customers in No
10
30
60
100
Fig 4.1.6 Time span of Idea service.
100
100
80
60
60
30
40
20
10
0
Less than 1
month
2-12 months
More than
1year
Total
Customers in No
Interpretation:
Majority of customers in which those of using Idea service less than 1 month
consist of 10% of the sample size.30% are the customers using idea service more than
2-12 months of the sample size. However, 60% are the customers who are using Idea
service more than 1 year.
Page 36
Table 4.1.7 Which of the following service do you use of Idea?
Categories
Prepaid
Postpaid
Total
Customers in No
48
32
100
Fig 4.1.7 Idea service use by customer.
120
100
80
60
40
20
0
Customers in No
Prepaid
Postpaid
Total
48
32
100
Interpretation:
Majority of customers said that they are using prepaid service those consist of
48% of the sample size. However 52% customers are using postpaid service of Idea.
Page 37
Table 4.1.8 Which of the following do you think are the competitive advantage
of Idea service?
Categories
Low call Rates
Better Internet service
Strong Network
Total
Customers in No
45
25
30
100
Fig 4.1.8 Competitive advantages of Idea service.
100
100
45
50
25
30
0
Loe Call Rates
Better Internet
service
Strong Network
Total
Customers in No
Interpretation:
Majority of customers said that competitive advantage of Idea low call rates
those consist 45% of the sample size.25% said that better Internet service Idea of the
sample size. However 30% customers said that strong network of Idea.
Page 38
Table 4.1.9 Do you call at customer care?
Categories
Yes
No
Total
Customers in No
40
60
100
Fig 4.1.9. Customer care service.
Yes
No
40%
60%
Interpretation:
Majority of customers said that they call at customer care those consist of 40%
of the sample size. However 60% customers are not calling at customer care service.
Page 39
Table 4.1.10 If yes how often you call at customer care?
Categories
Once in week Once in month
Rarely
Total
Customers in No
10
70
100
20
Fig 4.1.10 Calling rate for customer care.
100
90
80
70
60
50
40
30
20
10
0
Customers in No
Once in
week
10
Once in
month
20
Rarely
Total
70
100
Interpretation:
The above table shows that 10% customers said that they call once in week to
the customer care service & 20% customers said that once in month & 70% customers
rarely call at customer care service.
Page 40
Table 4.1.11 For what reason you call at customer care?
Categories
VAS
For new scheme
Complaint
Total
Customers in No
50
40
10
100
Fig 4.1.11 Different categories at customer care.
10%
VAS
50%
40%
For new scheme
Complaint
Interpretation:
The above table shows that 50% customers said that they call for VAS
customer care service & 40% customers said that for new scheme & 10% customers
call for complaint.
Page 41
Table 4.1.12 How Satisfied are you with Idea cellular Services?
Categories
Excellent
Good
Satisfied
Poor
Total
Customers in No
60
20
10
10
100
Fig 4.1.12 Satisfaction of Idea cellular service.
100
90
80
70
60
50
40
30
20
10
0
Customers in No
Excellent
60
Good
20
Satisfied
10
Poor
10
Total
100
Interpretation:
The above table show that 60% of customer are excellently satisfied with Idea
cellular service of the sample size.20% said that good, 10% said that satisfied of the
sample size. However 10% are poorly satisfied with Idea cellular service.
Page 42
4.2 HYPOTHESIS TESTING
4.2.1 Hypothesis Set-1
H0-Highly customer satisfaction towards Idea service does not have impact on
Customer satisfaction level towards Idea Cellular Service.
H1- Highly customer satisfaction towards Idea service impact on Customer
satisfaction level towards Idea Cellular Service.
Table No. 4.1.12
How satisfied are you with Idea cellular Services?
A) Excellent B) Good C) Satisfied D) Poor
Categories
Excellent
Good
Satisfied
Poor
Total
Customers in No
60
20
10
10
100
Fig 4.1.12
100
80
60
40
20
0
Customers in No
Excellent
60
Good
20
Satisfied
10
Poor
10
Total
100
Interpretation:The above table show that 60% of customer are excellently satisfied with Idea
cellular service of the sample size.20% said that good, 10% said that satisfied of the
sample size. However 10% are poorly satisfied with Idea cellular service.
Thus H0 is rejected and H1 is accepted.
Page 43
4.3 FINDINGS
1. In my analysis the performance of Idea is varying from area to be because of its
advertising strategy and many other facilities are different.
2. In my analysis around more than 60% people says that Idea service is Excellent
and 10% are people says poor.
3. Idea’s main competitor is Airtel. While Idea and Airtel, both are providing
same service so it is most important to use more and effective advertising
strategy.
4. Idea provided its service to its customer whenever they need and also where
ever the need with the help of customer cares.
In case of telecommunication customer are very choosy and economical
Page 44
4.4 SUGGESTIONS
During the survey I come to know about some short coming of Idea telecom.
This shortcoming can be removed with the help of following suggestion and help Idea
telecommunication. In expanding its market through advertisement and improving its
market position.
1. Promotional program conducted b the company should be on large scale for the
customer with improved visual aids.
2. Company should increase the personal contact with the customer because they
have some problems that can be solved by the Idea staff only.
3. For youngsters Idea should provide some free services as like Reliance
Infocomm.
4. Idea should appoint few more celebrities for advertisement.
5. Idea should change per call charges & SMS plan.
6. To develop 3G plan & Value added scheme.
Page 45
4.5 CONCLUSION
It is always difficult to measure the effectiveness of service center this is to
conclude that the research named as “Customer satisfaction level towards Idea cellular
service” will be useful for the organization this research has been done keeping the
constraints and requirements of the Idea with the help of this research it in easy for
Idea to know about the service center and customer satisfaction level. It can help
them to know what their customer wants from them.
It will help the organization to know that what more their customer want from
them. What are their weaknesses which the organization can improve in order to
service center in order to the services performed there.
I tried my best to make this research report in spite of that few mistakes in it
and I know this thing. So kindly ignore most of the customer are satisfied with their
services but wants to switch over a new upgraded service if given an opportunity with
additional feature and least risk.
Page 46
BIBLIOGRAPHY
? REFERENCE BOOKS:
1. Philip Kotler& Keller: Marketing Management.
2. C.R.Kothari: Research Methodology.
3. Dr.P.N.Arora: Statistics for Management.
? WEBSITES:
www.google.com
www.wikipedia.com
www.adityabirla.com
www.idea.com
www.telecomindustry.com
? NEWS PAPERS:
Economic Times
Business Standards
Page 47
ANNEXURE
QUESTIONNAIRE
Name: Age: -
Gender: -
Male
Female
Address: -
Mobile No: -
Ques1: Do you have mobile phone?
A) Yes
B) No
Que 2: Out of the following, which network service provider do you use?
A) Idea
B) Airtel
C) Vodafone
D) Reliance
Que 3: Are you aware about Idea?
A) Yes
B) No
Page 48
Que 4: From which source you come to know about Idea?
A) Through friend
B) Hording
C) T.V Add
D) News Paper
Que 5: Are you using Idea Network Services?
A) Yes
B) No
Que 6: If yes, since how long you are using Idea service?
A) Less than 1 Month
B) 2-12 Months
C) More than 1 Year
Que 7: Which of the following service do you use of Idea?
A) Prepaid
B) Postpaid
Que 8: Which of the following do you think are the competitive advantage of
Idea service?
A) Low Call Rate
B) Better Internet Service
C) Strong Network
Page 49
Que 9: Do you call at customer care?
A) Yes
B) No
Que 10: If yes how often you call at customer care?
A) Daily
B) Once in week
C) Rarely
Que11: For what reason you call at customer care?
A) Value added service
B) New scheme
C) Complaints
Que 12: How Satisfied are you with query resolution by customer care executive
of Idea Services?
A) Excellent
B) Good
C) Satisfied
D) Poor
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