Description
The present study is basically a customer survey, conducted with the objective of ascertaining the customer opinion about the satisfaction and brand preference of Vodafone and Airtel service providers. As, today there is a stiff competition prevailing among the service providers. Hence under this scenario, it is important to determine, the factors that have influenced and grabbed customer attention out of which they preferred selecting the brands Vodafone and Airtel, which are two of the leading private sector providers of telecom service, and the reasons of their selection between the two.
Research on
Consumer preference and
Satisfaction towards telecom service
Providers (Airtel and Vodafone)
Submitted by:- Mayank Negi
Roll. No.:- DM13151148
INTRODUCTION
Bharti Airtel formerly known as Bharti Tele-Ventures LTD (BTVL) is the largest cellular
service provider in India, with more than 110 million subscribers as of 2009. With this, Bharti is
now the world's third-largest, single-country mobile operator and sixth-largest integrated telecom
operator. It also offers fixed line services and broadband services. It offers its TELECOM
services under the Airtel brand and is headed by Sunil Bharti Mittal. The company also provides
telephone services and Internet access over DSL in 14 circles. It also acts as a carrier for national
and international long distance communication services. The company has a submarine cable
landing station at Chennai, which connects the submarine cable connecting Chennai and
Singapore. The businesses at Bharti Airtel have always been structured into three individual
strategic business units (SBU's) - Mobile Services, Airtel Telemedia Services & Enterprise
Services. The mobile business provides mobile & fixed wireless services using GSM technology
across23 telecom circles while the Airtel Telemedia Services business offers broadband
&telephone services in 95 cities and has recently launched a Direct-to-Home (DTH) service,
Airtel Digital TV. Shahruk Khan is the brand embassador of the mobile company and Kareena
Kapoor and Saif Ali Khan are the brand embassadors of the DTH company. The company
provides end-to-end data and enterprise services to the corporate customers through hits
nationwide fiber optic backbone, last mile connectivity in fixed-line and mobile circles, VSATs,
ISP and international bandwidth access through the gateways and landing station. Globally,
Bharti Airtel is the 3rd largest in-country mobile operator by subscriber base, behind China
Mobile and China Unicom. In India, the company has a 24.6% share of the wireless services
market, followed by 17.7% for Reliance Communications and 17.4% for Vodafone Essar.
Vodafone Essar, previously Hutchison Essar is a cellular operator in India that covers
16telecom circles in India Despite the official name being Vodafone Essar, its products are
simply branded as Vodafone. It offers both prepaid and postpaid GSM cellular phone coverage
throughout India and is especially strong in the major metros. Vodafone Essar provides
2G services based on 900 MHz and 1800 MHz digital GSM technology, offering voice and data
services in 16 of the country's 23 licence areas.
OWNERSHIP:
Vodafone Essar is owned by Vodafone 52%, Essar Group 33%, and other Indian nationals.
In December 2006, Hutch Essar re-launched the "Hutch" brand nationwide, consolidating
itsservices under a single identity. The Company entered into agreement with NTT DoCoMo to
launch i-mode mobile Internet service in India during 2007.The company used to be named
Hutchison Essar, reflecting the name of its previous owner,Hutchison. However, the brand was
marketed as Hutch. After getting the necessary government approvals with regards to the
acquisition of a majority by the Vodafone Group, the company was rebranded as Vodafone
Essar. The marketing brand was officially changed to Vodafone on 20 September 2007.
Literature review
JHA(2008), in his study analyzed that it is the youth which is the real growth driver of the
telecom industry in India. Considering this fact, the paper is an attempt to give a snapshot of how
frequently young people use their mobile phones for several embodied functions of the cell
phones. Data was collected from a sample of 208 mobile phone owners, aged between 20 and 29.
The study sheds light on how gender, monthly voucher amount and years of owning mobile
phones influence the usage pattern of this device. Findings of the study would be helpful for the
telecom service providers and handset manufacturers to formulate a marketing strategy for
different market segments.
Kalavani (2006) in their study analyzed that majority of the respondents have given favourable
opinion towards the services but some problems exist that deserve the attention of the service
providers. They need to bridge the gap between the services promised and services offered. The
overall customers’ attitude towards cell phone services is that they are satisfied with the existing
services but still they want more services to be provided.
ACKNOWLEDGEMENT
I would firstly, like to extend my gratitude to our erudite faculty prof. Mukesh Sehrawat, who
gave us the golden opportunity to Prepare this tremendous project on study of consumers’
satisfaction and preference towards service providers, Airtel and Vodafone, and I am grateful of
the knowledge and every know-how about business research that he imparted by narrowing
down all the abstruse topics and making them understandable through his facile explanations
which indeed proved conducive in carrying out this Research and making it a success. Secondly i
would also like to thank the students of AIMT and friends who assisted me in implementing this
project by taking their time out and giving their inputs in this research within the stipulated time.
We prepared this project not only to obtain marks but also to embellish our knowledge about
how business researches are carried out, pragmatically. Thanks, again to all, for their valuable
contribution.
RESEARCH PROBLEM
The present study is basically a customer survey, conducted with the objective of ascertaining
the customer opinion about the satisfaction and brand preference of Vodafone and Airtel service
providers. As, today there is a stiff competition prevailing among the service providers. Hence
under this scenario, it is important to determine, the factors that have influenced and grabbed
customer attention out of which they preferred selecting the brands Vodafone and Airtel, which
are two of the leading private sector providers of telecom service, and the reasons of their
selection between the two.
Consumers stated above refer to the persons of demographic group of age between 17-35 years
including students pursuing post and under-graduation courses from AIMT, greater noida
availing services of at least one of the above mentioned telecom provider.
Defining consumer preference: - Preferences are the desires by each individual for the
consumption of goods and services that translate into choices based on income or wealth for
purchases of goods and services to be combined with the consumer's time to define consumption
activities.
Research methodology
Objectives of the Study
1. To determine the factors that influenced their decision at the time of their quest for purchase
of a service provider.
2. To find out the level of satisfaction of consumers with the network availability of their current
service provider with their company.
3. To understand which service provider is used by major number of respondents.
RESEARCH DESIGN
My research is descriptive where I have collected the data without any external support of any
person in respect of getting the questionnaire filled, fusion of the primary and the secondary data
is used because of the assistance taken by previous literature report, newspaper, internet, and the
faculties and here I am describing reasons of students selecting the telecom service providers.
For this I have formulated the objectives, used the methods available for data collection; decided
and selected the samples; interpreted the data and finally made the research specifically
according to it.
Sample Unit: -For the research I have taken students of accurate institute of management and
technology, greater noida and my social group as sampling unit pursuing different courses like
PGDM, MBA, and BTEC.
Sampling Design:-In sample design I have used judgmental and convenient sample technique
for selecting the samples from the population which is on the basis of convenience and judgment
deemed suitable.
Sample Size: I have taken 29 students as samples for my research.
Observational design:- I have observed the respondents through the questionnaires by taking
their permission and ensuring in advance that the service provider that they use is either Airtel or
Vodafone just to maintain the sanctity and conformity of the research with the research problem.
Data analysis
Analysis in respect of the objective no. 1:-
Factors Respondents
Friends and family 10
Retailer 5
Paramour 0
Own choice 12
Advertisement 2
Total 29
Interpretation: - Above diagram and schedule show the factors which influence the customers
in buying the service provider that they are currently using, the majority of the respondents said
that they have chosen the service provider on the basis of their own choice.
Respondents
0
5
10
15
Respondents
Respondents
Analysis in respect of the objective no. 2:-
Level of satisfaction with
Network availability
Airtel users
Vodafone users
Very high 5 3
High 10 5
Medium 4 1
Low 1 0
Very low 0 0
Total 20 9
Interpretation:-
Airtel users
0
2
4
6
8
10
Airtel users
Vodafone users
Above we have bifurcated the respondents on the basis of the service providers they use, the
pictorial representation and table show that out of 20 users, 10 users of Airtel are highly satisfied
with the network availability, and 5 users out of 9 of Vodafone claim the same. so putting it on
percentage it is 50% are highly satisfied in case of Airtel and 55.55% in case of Vodafone .
Analysis in respect of the objective no. 3:-
Airtel Vodafone
Users 20 9
Interpretation:-
Out of the total sample size which was 29, users availing Airtel as their service provider are 20
whereas 9 being the users of the Vodafone which depict that Airtel is widely used, covering 69%
of the population.
0
5
10
15
20
Airtel Vodafone
20
9
Users
Users
Conclusion
From the above data analysis certain conclusion can be made which fulfill the objective of the
studies which were
1. To determine the factors that influenced their decision at the time of their quest for purchase
of a service provider.
Conclusion:- the factor that seem to be influencing the decision of the majority of the
respondents in choosing their service provider is their own choice meaning they are self driven
towards the purchase.
2. To find out the level of satisfaction of consumers with the network availability of their current
service provider with their company.
Conclusion:- When respondents were asked to comment on how satisfied are they with network
availability of their service providers 50 and 55.55 percent of the people said that the satisfaction
level is high from Airtel and Vodafone respectively.
3. To understand which service provider is used by major number of respondents.
Conclusion:- The above study revealed that out of the total sample that were taken approximately
69% are currently using Airtel and rest are using the Vodafone so an inference can be made that
considering the whole population of AIMT the majority of the people use Airtel amongst the
two.
Bibliography
1.http://en.wikipedia.org/wiki/Consumer_choice
2.http://www.ukessays.com/essays/english-language/descriptive-in-nature.php
3.http://www.scribd.com/doc/27568081/fundamental-analysis-of-bharti-airtel
4.http://www.studymode.com/essays/Vodafone-Introduction-517597.html
5.http://articles.economictimes.indiatimes.com/2014-04-15/news/49155982_1_tariffs-call-rates-
reliance-jio
doc_280362671.docx
The present study is basically a customer survey, conducted with the objective of ascertaining the customer opinion about the satisfaction and brand preference of Vodafone and Airtel service providers. As, today there is a stiff competition prevailing among the service providers. Hence under this scenario, it is important to determine, the factors that have influenced and grabbed customer attention out of which they preferred selecting the brands Vodafone and Airtel, which are two of the leading private sector providers of telecom service, and the reasons of their selection between the two.
Research on
Consumer preference and
Satisfaction towards telecom service
Providers (Airtel and Vodafone)
Submitted by:- Mayank Negi
Roll. No.:- DM13151148
INTRODUCTION
Bharti Airtel formerly known as Bharti Tele-Ventures LTD (BTVL) is the largest cellular
service provider in India, with more than 110 million subscribers as of 2009. With this, Bharti is
now the world's third-largest, single-country mobile operator and sixth-largest integrated telecom
operator. It also offers fixed line services and broadband services. It offers its TELECOM
services under the Airtel brand and is headed by Sunil Bharti Mittal. The company also provides
telephone services and Internet access over DSL in 14 circles. It also acts as a carrier for national
and international long distance communication services. The company has a submarine cable
landing station at Chennai, which connects the submarine cable connecting Chennai and
Singapore. The businesses at Bharti Airtel have always been structured into three individual
strategic business units (SBU's) - Mobile Services, Airtel Telemedia Services & Enterprise
Services. The mobile business provides mobile & fixed wireless services using GSM technology
across23 telecom circles while the Airtel Telemedia Services business offers broadband
&telephone services in 95 cities and has recently launched a Direct-to-Home (DTH) service,
Airtel Digital TV. Shahruk Khan is the brand embassador of the mobile company and Kareena
Kapoor and Saif Ali Khan are the brand embassadors of the DTH company. The company
provides end-to-end data and enterprise services to the corporate customers through hits
nationwide fiber optic backbone, last mile connectivity in fixed-line and mobile circles, VSATs,
ISP and international bandwidth access through the gateways and landing station. Globally,
Bharti Airtel is the 3rd largest in-country mobile operator by subscriber base, behind China
Mobile and China Unicom. In India, the company has a 24.6% share of the wireless services
market, followed by 17.7% for Reliance Communications and 17.4% for Vodafone Essar.
Vodafone Essar, previously Hutchison Essar is a cellular operator in India that covers
16telecom circles in India Despite the official name being Vodafone Essar, its products are
simply branded as Vodafone. It offers both prepaid and postpaid GSM cellular phone coverage
throughout India and is especially strong in the major metros. Vodafone Essar provides
2G services based on 900 MHz and 1800 MHz digital GSM technology, offering voice and data
services in 16 of the country's 23 licence areas.
OWNERSHIP:
Vodafone Essar is owned by Vodafone 52%, Essar Group 33%, and other Indian nationals.
In December 2006, Hutch Essar re-launched the "Hutch" brand nationwide, consolidating
itsservices under a single identity. The Company entered into agreement with NTT DoCoMo to
launch i-mode mobile Internet service in India during 2007.The company used to be named
Hutchison Essar, reflecting the name of its previous owner,Hutchison. However, the brand was
marketed as Hutch. After getting the necessary government approvals with regards to the
acquisition of a majority by the Vodafone Group, the company was rebranded as Vodafone
Essar. The marketing brand was officially changed to Vodafone on 20 September 2007.
Literature review
JHA(2008), in his study analyzed that it is the youth which is the real growth driver of the
telecom industry in India. Considering this fact, the paper is an attempt to give a snapshot of how
frequently young people use their mobile phones for several embodied functions of the cell
phones. Data was collected from a sample of 208 mobile phone owners, aged between 20 and 29.
The study sheds light on how gender, monthly voucher amount and years of owning mobile
phones influence the usage pattern of this device. Findings of the study would be helpful for the
telecom service providers and handset manufacturers to formulate a marketing strategy for
different market segments.
Kalavani (2006) in their study analyzed that majority of the respondents have given favourable
opinion towards the services but some problems exist that deserve the attention of the service
providers. They need to bridge the gap between the services promised and services offered. The
overall customers’ attitude towards cell phone services is that they are satisfied with the existing
services but still they want more services to be provided.
ACKNOWLEDGEMENT
I would firstly, like to extend my gratitude to our erudite faculty prof. Mukesh Sehrawat, who
gave us the golden opportunity to Prepare this tremendous project on study of consumers’
satisfaction and preference towards service providers, Airtel and Vodafone, and I am grateful of
the knowledge and every know-how about business research that he imparted by narrowing
down all the abstruse topics and making them understandable through his facile explanations
which indeed proved conducive in carrying out this Research and making it a success. Secondly i
would also like to thank the students of AIMT and friends who assisted me in implementing this
project by taking their time out and giving their inputs in this research within the stipulated time.
We prepared this project not only to obtain marks but also to embellish our knowledge about
how business researches are carried out, pragmatically. Thanks, again to all, for their valuable
contribution.
RESEARCH PROBLEM
The present study is basically a customer survey, conducted with the objective of ascertaining
the customer opinion about the satisfaction and brand preference of Vodafone and Airtel service
providers. As, today there is a stiff competition prevailing among the service providers. Hence
under this scenario, it is important to determine, the factors that have influenced and grabbed
customer attention out of which they preferred selecting the brands Vodafone and Airtel, which
are two of the leading private sector providers of telecom service, and the reasons of their
selection between the two.
Consumers stated above refer to the persons of demographic group of age between 17-35 years
including students pursuing post and under-graduation courses from AIMT, greater noida
availing services of at least one of the above mentioned telecom provider.
Defining consumer preference: - Preferences are the desires by each individual for the
consumption of goods and services that translate into choices based on income or wealth for
purchases of goods and services to be combined with the consumer's time to define consumption
activities.
Research methodology
Objectives of the Study
1. To determine the factors that influenced their decision at the time of their quest for purchase
of a service provider.
2. To find out the level of satisfaction of consumers with the network availability of their current
service provider with their company.
3. To understand which service provider is used by major number of respondents.
RESEARCH DESIGN
My research is descriptive where I have collected the data without any external support of any
person in respect of getting the questionnaire filled, fusion of the primary and the secondary data
is used because of the assistance taken by previous literature report, newspaper, internet, and the
faculties and here I am describing reasons of students selecting the telecom service providers.
For this I have formulated the objectives, used the methods available for data collection; decided
and selected the samples; interpreted the data and finally made the research specifically
according to it.
Sample Unit: -For the research I have taken students of accurate institute of management and
technology, greater noida and my social group as sampling unit pursuing different courses like
PGDM, MBA, and BTEC.
Sampling Design:-In sample design I have used judgmental and convenient sample technique
for selecting the samples from the population which is on the basis of convenience and judgment
deemed suitable.
Sample Size: I have taken 29 students as samples for my research.
Observational design:- I have observed the respondents through the questionnaires by taking
their permission and ensuring in advance that the service provider that they use is either Airtel or
Vodafone just to maintain the sanctity and conformity of the research with the research problem.
Data analysis
Analysis in respect of the objective no. 1:-
Factors Respondents
Friends and family 10
Retailer 5
Paramour 0
Own choice 12
Advertisement 2
Total 29
Interpretation: - Above diagram and schedule show the factors which influence the customers
in buying the service provider that they are currently using, the majority of the respondents said
that they have chosen the service provider on the basis of their own choice.
Respondents
0
5
10
15
Respondents
Respondents
Analysis in respect of the objective no. 2:-
Level of satisfaction with
Network availability
Airtel users
Vodafone users
Very high 5 3
High 10 5
Medium 4 1
Low 1 0
Very low 0 0
Total 20 9
Interpretation:-
Airtel users
0
2
4
6
8
10
Airtel users
Vodafone users
Above we have bifurcated the respondents on the basis of the service providers they use, the
pictorial representation and table show that out of 20 users, 10 users of Airtel are highly satisfied
with the network availability, and 5 users out of 9 of Vodafone claim the same. so putting it on
percentage it is 50% are highly satisfied in case of Airtel and 55.55% in case of Vodafone .
Analysis in respect of the objective no. 3:-
Airtel Vodafone
Users 20 9
Interpretation:-
Out of the total sample size which was 29, users availing Airtel as their service provider are 20
whereas 9 being the users of the Vodafone which depict that Airtel is widely used, covering 69%
of the population.
0
5
10
15
20
Airtel Vodafone
20
9
Users
Users
Conclusion
From the above data analysis certain conclusion can be made which fulfill the objective of the
studies which were
1. To determine the factors that influenced their decision at the time of their quest for purchase
of a service provider.
Conclusion:- the factor that seem to be influencing the decision of the majority of the
respondents in choosing their service provider is their own choice meaning they are self driven
towards the purchase.
2. To find out the level of satisfaction of consumers with the network availability of their current
service provider with their company.
Conclusion:- When respondents were asked to comment on how satisfied are they with network
availability of their service providers 50 and 55.55 percent of the people said that the satisfaction
level is high from Airtel and Vodafone respectively.
3. To understand which service provider is used by major number of respondents.
Conclusion:- The above study revealed that out of the total sample that were taken approximately
69% are currently using Airtel and rest are using the Vodafone so an inference can be made that
considering the whole population of AIMT the majority of the people use Airtel amongst the
two.
Bibliography
1.http://en.wikipedia.org/wiki/Consumer_choice
2.http://www.ukessays.com/essays/english-language/descriptive-in-nature.php
3.http://www.scribd.com/doc/27568081/fundamental-analysis-of-bharti-airtel
4.http://www.studymode.com/essays/Vodafone-Introduction-517597.html
5.http://articles.economictimes.indiatimes.com/2014-04-15/news/49155982_1_tariffs-call-rates-
reliance-jio
doc_280362671.docx