Customer preference and experiences with mobile phone services in j.p.nagar, bengaluru

Customer Preference and Experiences with Mobile Phone Services in J.P.Nagar, Bengaluru

INTRODUCTION:
INTRODUCTION TO STUDY:
Satisfaction is a person’s feeling of pleasure or disappointments resulting from
comparing a product’s perceived performance in relation to his/her expectations. When
one product or service performance falls short of expectations, the customer is
dissatisfied. If performance maches the customers expectations the customer is satisfied
if performance exceeds expectations the customer is highly satisfied. Many companies
want to reach the second stage i.e. highly satisfied. Companies are aiming for TCS
(Total Customer Satisfaction). Because today the customer is the king and the
organization revolving around him, precautionary and writing in the popular press tend
to use the terms Satisfaction” and “Quality” interchangeably. Current thinking suggests
both service quality and customer satisfaction can be viewed at the individual service
encounter level. Service quality is a focused evaluation that reflects the customer’s
perception of the five specific dimensions of service. Satisfaction, on the other hand, is
more inclusive, it is influences by perceptions of service quality, product quality as well
as situational and personal factors. In every service encounter aim is customer
satisfaction because every service encounter is potentially critical to customer retention.
Many firms aim for “Zero defects” or 100% satisfaction.

Sources of pleasure and displeasure in service:
The importance of service encounters in building quality, perception and ultimately
influencing customer satisfaction with the organization1.
Recovery: Employee response to service delivery system failures when a failure of the
service delivery system and an employee is required to respond in some way to
customers complaints and disappointments1.
Adaptability: Employee response to customer needs and requests. When the
customer has special need or requests that place demands on the process. Here customer
judge service quality in terms of the flexibility of the employees and the system. Here
we can see one example in satisfactory side and dissatisfaction side. Firstly satisfactory
side “when my mobile phone is not working in peak time, I informed that mobile phone
1

1

Noble School Of Business 1


company. The employee in a proper way and immediately he took charge”.
Unsatisfactory side is “The mobile phone is not giving clarity of sound and the customer
reports to the company, but there was no response2.
Service prices are powerful due those aid customers in forming expectations of service
levels and later help them to evaluate actual quality and value received. Pricing is so
important and such a powerful influence on customers expectations. Price sets an
expectation of quality. Pricing too low can lead to inaccurate inferences about the
quality of the service. Pricing too high can set expectations that may be difficult to
match in service delivery.
Customer expectations are belief about service delivery that functions of standard
which performance is judged. Being wrong about what customers want can mean
loosing a customer’s business when another company hits the target exactly.
New services for the currently served market:
Represent to attempts to after existing customers of the organization a service not
previously available from the company.
Ex.: Now in some of the cell phones they provide new features like calculator, infrared
port, games, etc.
Service improvements:
Change in features of service that already differed might involve faster execution of an
existing service process, extended hours of services, etc.
Style:
New mobile phones are coming in different colors and a basic model in any mobile
phone today would have call making and receiving, phone book, SMS (short message
service), calculator, profiles, call register, games, reminders, alarm clock and calendar.
The other features would be a vibration mode, polyphonic eco-friendly (natural,
melodious tones like birds chirping) and different ring tones.

1.1 BACKGROUND TO THE STUDY:

2
.



Indian telecom sector is one of the oldest and largest networks in the world. With more
than 40 million telephone lines spread across all the states Indian telecom is a giant set-
up. The sector that was till recently dominated only by the government is now seeing the
rise of the private service providers for the first time. The sector was one of the biggest
monopolies in the country. The Indian telecom sector consists of the communication
ministry at the top. There us an autonomous regulatory body called the telecom
Regulatory Authority of India (TRAI).the government issues the licenses to service
provides under various categories to provide the telecom services to the consumers.
The structure Indian telecom industry is shown in the figure:

Ministry of
Communication

BSNL/MTNL Dept.of Telecom TRAI: Regulator
Government

Basic Telecom Other service Cellular Service
Service Providers Providers

MAJOR TELECOM SERVICES:
The major telecom services available in the country are classified as given below:



• Fixed landline or basic services
• Cellular services
• National Long Distance services
• Internet and Data services
• Paging services
• Satellite telephony

BRIEF HISTORY:
Over 150 years ago a new industry began in India that transformed the country forever.
It was the beginning of the telegraph industry in India. This was followed few years later
by the launch of telephone services in country. It is important to note the fact Indian
telecom was entirely in the hands of private sector till all the operators were taken over
by the government 1943. India has less than Lac subscribers at the time of
Independence. In 1997 government passed the TRAI bill and Telecom Regulatory
Authority of India was constituted. The TRAI Act was amended in the year2000 to
recognize and strengthen the regulator. A new body called TDSAT (Telecom Dispute
Settlement and Appellate Tribunal) was also constituted to resolve any disputes between
the service providers and the government. The government decision to liberalize the
sector way back in 1999 has made it an exciting one. India today has 40 million fixed
telephone lines and 14 million mobile phone users.

MOBILE SERVICES:
Cellular service operations made their debut in India in the year 1995-96.Eigt licensees
in the metros began their operations and 15 others were given licenses to provide
services inn 18 circles. Modi Telstra in Calcutta was the first to start, followed by Bharti
Cellular in Delhi. Delhi had the largest number of subscribers during this period and
Bharti had the lead in this market.

1.2. DESIGN OF THE STUDY:



This chapter briefly describes the design of the study, beginning from the title of the
study and goes on to explain the objective, scope of the study, methodology, sampling,
field work, analysis and finally the limitation of the study.

1.2.1 STATEMENT OF PROBLEM:
Today is the world of inventions and innovations and that lies in a customer who is
dynamic and his beliefs, attitude and his satisfaction level. It is needless to affirm that
marketing is a new way of thinking about how companies and other organization can
develop beneficial change with target customer who is always inclined in seeking to
satisfy some needs and wants. Hence the problem is how we can find more customers
for what services we provide, customer satisfaction and the new services provided by the
competitors, how the company can live up to their expectations and understand the
different aspects of customer’s views.

1.2.2 SCOPE OF THE STUDY:
Today the telecommunications industry is undergoing a revolution. Many types of
branded companies are entering into this field. This has given rise to the opening of the
competitive mobile phone service stations like Airtel, Idea, Vodafone, Reliance, BSNL
and Tata Indicom to offer the requisite services to the cellular users.
With the study we can get some suggestions from subscribers for service improvements
in terms of quality. In the study we can find out the levels of customer satisfaction .we
can also identify the causes for customer dissatisfaction like disturbance, call cost, more
service charges, and clarity of sound and delivery of the product.

1.2.3 NEED FOR THE STUDY:
Cell phone has become a part of everyone’s life. In this study we try to understand
J.P.Nagar, Bengaluru users who are using different services provided by the subscriber.
So there is also need to study:
1) What services are provided by the various cellular service providers now-a-days and
how they can provide better services to the subscribers?
2) To understand different aspects of customers views and satisfactions.
3) What new services are being provided by the various service providers?



1.2.4 OBJECTIVE OF THE STUDY:
• To generate suggestions from subscribers for service improvement.
• To study the present network of the mobile phone services.
• To identify the various complaints of the subscribers on various aspects like
clarity, disturbance, and call cost, service charges, etc.
• To find out the companies response to customer needs and wants.
• To find out the level of customer satisfaction from the service providers.
• To find out which service provider has the maximum number of satisfied customers.

1.2.5 RESEARCH DESIGN:

Nature of research design:
A research design is indispensable for a research project unlike the building plan which
is precise and specific. Research design is a “tentative plan” with a series of guide posts
to keep one going on in a right direction. It undergoes modifications, as circumstances
demand when the study progresses. New aspects, new conditions and new relationships
come to light when the study deepens.
A research is purely and simply the framework or plan for a study that guides the
collection and analysis of the data. It is a blue print that is followed in completing a
study.

 The study must be relevant to the problem.
 The study must employ economical procedures.
 Three important points about research design are:
• The design of investigation should stem for the problem.
• The three basic research designs are whether the design is productive in given
problem setting depends on how imaginatively they are applied.
• An understanding of the basic design is needed so that they can be modified to
suit specific purpose.



1.2.6 SAMPLE DESIGN:
Sampling may be defined as the selection of some part of an aggregate or totality, on the
basis of which judgment about the aggregate or totality is made. In other words, it is the
process of obtaining information about an entire population by only examining only a
part of it.
For the purpose of the study 100 samples i.e. subscriber of mobile phones in surveyed to
collect the primary data.
The convenient sampling is used to select the representative sampling from the
population, because researcher does not have subscriber who are easily accessible.

1.2.7.1 Definition of the population:
Out of the sample collected the break up of the sample size was on the following
parameters.
 The respondents were taken from all the kinds of class i.e. high, lower and
middle classes. The respondents have been chosen on random basis.
 These respondents were the software engineers, businessman, government
employees, etc.
 Some were students of engineering college, management colleges and under
graduate colleges.
 Also the opinion of local people had been taken.
 The sample size consists of 100 respondents.

1.2.7.2 Sample size:
A total number of 100 respondents were included in the study of these most were
software engineers of software companies and students and also the general public.

1.2.7.3 Sample Techniques Adopted:
As the Bengaluru city is a metropolitan and its population is in millions and there are
large number of sectors. The population universe in the city of Bengaluru being vast in
size, it was difficult to conduct 100% coverage of the study within the limited period.
Hence the sample survey method is adopted for this study.



1.2.8 SOURCES OF DATA
1.2.8.1 SECONDARY DATA:
Secondary data refers to that which has already been collected by someone else.
Secondary data for the study was collected from:
 Published literature
 Company published data and broachers
 Internet
 Commercial service
 Books

1.2.8.2 PRIMARY DATA:
Primary data refers to data that is collected afresh and recorded for the first time.
Primary data are those data i.e. collected by the researcher himself. It thus happens to be
original in nature. The various methods of collecting primary data are performing
surveys, census, through observation or through correct communication with
respondents. But basic manner of primary data collection is survey method. The primary
data for the study was collected through questionnaire.

1.2.8.3 TYPE OF RESEARCH: (qualitative)
a. EXPLORATORY RESEARCH:
This study aimed to gain familiarity with problem and to generate ideas to formulate
the problem. A survey was conducted among few respondents to know the actual
problem.

b. DESCRIPTIVE RESEARCH:
Descriptive research gives more insight into particular problem. Descriptive research
was used for this study to understand the marketing strategies adopted by the company
in J.P.Nagar, Bengaluru region. It also provides a clear insight into the perception of
people towards Cellular services.



1.2.9 FIELD WORK:
Once the questionnaire was ready the field work was started. The questionnaire was
administered in person by the researcher to the respondent. Effort was made so as to
ensure that there was no bias in the answering of the question by the people
interviewed.
.

1.2.10 LIMITATIONS OF THE STUDY:
 The users of cellular phones are geographically wide spread and hence
contacting them is time consuming.
 The sample size of customer is limited to 100 because of time and cost factor.
 The information collected may not be sufficient and reliable in terms of total
market conditions in India as J.P.Nagar, Bangalore represents only a small
portion of the total national market.
 The study was time bound.
 Few of the respondents were not open with their responses.
 Seldom had to come across respondents who did not have much idea about the
objective of the study.



1.2.11 OVERVIEW OF THE REPORT
This is essentially the chapter scheme and is divided into five units as under:

INTRODUCTION
This chapter starts with the brief idea regarding the project and it also explains the
theoretical background of the study i.e. sources of pleasure and displeasure in service
etc. The design if the study tells us about the research methodology adopted for the
study, statement of the problem, review of the literature, scope of the study, objective of
the study, operational definitions of the concept, sampling method, data collection tool,
limitations of the study and overview if the report.

Chapter -1 LITERATURE REVIEW
This chapter contains the projects referred, books and the Articles referred.

Chapter-2 PROFILE OF THE RESPONDENT
This chapter has the profile of the sample unit.

Chapter -3 ANALYSES AND INTERPRETATION
This chapter contains classification and tabulation of data, analysis and interpretation.

Chapter -4 EXECUTIVE SUMMARY
This chapter consists of executive summary

Chapter -5 SUMMARY OF FINDING’S
This chapter contains the findings of the project

Chapter-6 CONCLUSION & SUGGESTION
This is the last chapter. It has executive summary of dissertation, conclusions and
suggestions.



1. REVIEW OF LITERATURE:
Customer satisfaction is a well research area. Various researchers have done research on this
topic, some of them are:
• The data services market in Chennai has done a report named “Overview of the Indian
Telecom Industry”.
• Tata Teleservices, Chennai has done a report named “Overview of the Indian Telecom
Industry”.
• A study on “Customer satisfaction on mobile phone service” by P. John.
• “Telecommunications in India” by Punit Jain.
• CONSUMER PREFERENCES AND SATISFACTION TOWARDSVARIOUS MOBILE PHONE
SERVICE PROVIDERSAN EXPLORATORY STUDY IN JODHPUR CITY, RAJASTHAN
• A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION TOWARDS VARIOUS CELL
PHONE SERVICE PROVIDES

• A project report on comparative analysis of marketing strategies of Vodafone and
Airtel by Hemanth CR Patna

• A PROJECT REPORT ON“A STUDY ON BRAND AWARENES TOWARDS
AIRTEL MOBILE CONNECTION”

For the purpose of the study following books were referred to:

• “Marketing management” by Philip Kotler, ninth edition, Prentice Hall India
defines Customer satisfaction as “Satisfaction is a person of pleasure of
disappointment resulting from comparing products perceived performance in
relation to his/her expectations”.
• “Service Marketing” by Valartie A. Zeithamal, Mc Graw-hilll companies, Inc
defines service quality as “service quality of the delivery of excellent or superior
service relative to customer expectations”.
• “Service Marketing” by Ronald Rust and Anthony international student edition
defines unique characteristics of service as “the success of gods manufacturer is



vital dependent on the services they provide. Four common characteristics of
services: intangibility, inseparability, variability and perish ability.”

For the purpose of the study following articles were referred to:
• “The future is in your palm” by dated 20 March 2003,”Business World”
• “Money on call” by dated 3 April 2003,”Business World”
• “Welcome to the world of AIRTEL” Airtel company broacher
• Clever services on cheap mobile phones make a powerful combination—especially in
poor countries Jan 27th 2011
• Article on Service Quality and Customers preference of Cellular Mobile Service
Providers.
• Article on Brand Preference for Mobile Phone Operator Services in the Cape Coast
Metropolis.
• The Cell phone, Navigating Our Lives - http://www.nytimes.com/
• National Telecom Policy 2012 aims to do away with roaming charges and
introduce a pan-India mobile permit - May 31, 2012,



2. PROFILE OF THE RESPONDENTS

PROFILE OF THE SAMPLE UNIT:
 The research is an effort to study the “Customer preference and experiences with
mobile phone services in J.P.Nagar, Bengaluru”.
 A survey of 100 subscribers is conducted in general to derive the conclusion, as
it is very difficult to use the probability sampling to select the representative
sample.
 For the purpose of the study age-group of respondents have classified into four
group such as 15-20, 21-30, 31-40 and 40 and above and their response
percentage are 16%, 44%, 15%, and 25% respectively.
 Income of the respondents has been classified into four groups such as below
10,000, 10,000 - 20,000, 20,000 -30,000, above 30,000, their response
percentage are 30%, 40%, 20% and 10% respectively.
 Occupation of the respondents were classified into three groups such as students,
employees, and self-employed and their response percentage are 40%, 30% and
30% respectively.



3. ANALYSIS AND INTERRETATION:

3.1 INTRODUCTION TO ANALYSIS:
After tabulating, the data must be analyzed, researcher often use statistical interpretation
which concentrates on what is average or what deviates from an average. Statistical
interpretation, shows how widely the response vary and how they are distributed in
relation to the variable, being measured, statistical market rely on estimates of expected
errors or deviation from the two values of population. The analysis and interpretation of
data may lead the researcher to accept or reject the hypothesis being selected.

3.2 DATA ANALYSIS TOOLS USED:
The process of arranging data into groups or classes according to resemblance and
similarities is technically called classification.
Classification is the process of arranging the data into sequences and groups according
to their common characteristics or separating them into different related parts.
The data can be calculated on the following four bases:
 Quantitative- according to magnitude
 Geographical- according to city, district, etc.
 Qualitative- According to attributes
 Chronological- According to occurrence of events in time



1. Table showing “the age group of respondents”

Years No. of respondents Percentage ( % )
15-20 16 16
21-30 44 44
31-40 15 15
40 above 25 25
Total 100 100

Source: Survey Data

Observation:
This table shows that majority of respondents belong to the age group between 21-30 i.e.
44%, 25% are of the age group 40 above, 16% are of the age group between 15-20 and
the rest 15 are of the age group between 31-40.

01. Graph showing “the age group of respondents”



Source: Table no.1

02. Table showing “the occupation of the respondents”

Occupation No. of respondents Percentage (%)
Student 40 40
Employees 30 30
Self-employed 30 30
Total 100 100

Source: Survey Data

Observation:

Majority of respondents were students i.e.40%, 30% were employees and the rest 30%
were self-employed.

02. Graph showing “the occupation of the respondents”



Source: Table no.2

03. Table showing “The Income level of the respondents”

Income No. of respondents Percentage (%)
Below 10,000 30 30
10,000-20,000 40 40
20,000-30,000 20 20
Above 30,000 10 10
Total 100 100

Source: Survey Data

Observation:

Majority of respondents lies in the income level 10,000-20,000 i.e. 40%, 30% below
10,000, 20% between 20,000-30,000 and the rest 10% lies above 30,000.

03. Graph showing “The income level of the respondents”



Source: Table no.3
04. Table showing “the brand of cellular phones used”

Brands of cellular phones No. of respondents Percentage (%)
Nokia 28 28
Motorola 12 12
LG 8 8
Sony 12 12
Samsung 36 36
Others 4 4
Total 100 100

Source: Survey Data

Observation:

This table shows that majority of the respondents use Samsung i.e.36%, 28% uses
Nokia, 12% of the respondent’s uses Sony and Motorola, 8% uses LG and 4% of the
respondents use other brand cell phones.

04. Graph showing “the brand cellular phones used



Source: Table no.4
05. Table showing “the services that are subscribing”

Services subscribed No. of respondents Percentage (%)
Airtel 45 45
Vodafone 31 31
Idea 7 7
BSNL 6 6
Reliance 11 11
Total 100 100

Source: Survey Data
Observation:
This table shows that 45% of the respondents use Airtel, 31% Vodafone, 11% Reliance,
7% uses Idea and 6% BSNL.

05. Graph showing “the services that are subscribing”



Source: Table no.5

06. Table showing “the schemes that are used”

Schemes No. of respondents Percentage (%)

Prepaid 70 70

Postpaid 30 30

Total 100 100

Source: Survey Data

Observation:

Majority of the respondents use prepaid connection i.e. 70% and the rest 30% use
postpaid connection.

06. Graph showing “the schemes that are used”



Source: Table no.6

07. Table showing “the prepaid/postpaid scheme used in Vodafone”

Prepaid/Postpaid schemes in No. of respondents Percentage (%)
Vodafone
Vodafone 1p/sec 12 38.7
Vodafone 30p/min 8 25.8
Vodafone 50p/min 3 9.67
Talk 199 2 6.45
Talk 225 1 3.22
Talk 299 1 3.22
Talk 499 4 12.94
Total 31 100

Source: Survey Data
Observation:
Table shows that 38.7 % of the respondents use Vodafone 1p/sec, 25.8 % Vodafone
30p/sec, 9.67 % Vodafone 50p/sec, 12.94 % talk 499, 6.45 % talk 199, 3.22 % talk 225
and talk 299.
07. Graph showing “the prepaid/postpaid scheme used in Vodafone”



Source: Table no.7

08. Table showing “the prepaid/postpaid scheme used in Idea”
Prepaid/Postpaid schemes in No. of respondents Percentage
Idea
Retail 249 2 28.57
Idea 199 0 0
Value 249 2 28.57
Idea 299 1 14.29
Idea 1p/sec 2 28.57
Idea 20p/min 0 0
Idea 40p/min 0 0
Total 7 100

Source: Survey Data
Observation:
Table shows that 28.57 % were using Idea retail 249, Value 249 and idea 1p/sec, 14.29
% Idea 299.

08. Graph showing “the prepaid/postpaid scheme used in Idea”



Source: Table no.8
09. Table showing “the prepaid/postpaid scheme used in Airtel”

Airtel
Regular 20 44.44
Airtel 30p/min 9 20
New ACE 249 2 4.44
Future value 299 8 17.77
Airtel advantage 199 2 4.44
Super value 499 4 8.91
Total 45 100

Source: Survey Data

Observation
Table shows that 44.44 % of the respondents were using regular plan, 20 % Airtel
30p/sec, 17.77 % Future value 299, 8.91 % Super value 499, 4.44 % Airtel advantage
199 and New Ace 249.

09. Graph showing “the prepaid/postpaid scheme used in Airtel”



Source: Table no.9
10. Table showing “the prepaid/postpaid scheme used in BSNL”

BSNL
Per sec plan 4 66.68
FRC 49 1 16.66
BSNL 225 plan 0 0
BSNL 325 plan 0 0
BSNL 525 plan 0 0
BSNL 750 plan 1 16.66
Total 6 100

Source: Survey Data
Observation:
Table shows that 66.68% of the respondents were using per sec plan, 16.66% are using
FRC45 and BSNL 750 plan.

10. Graph showing “the prepaid/postpaid scheme used in BSNL”



Source: Table no.10
11. Table showing “the present network of mobile phone services”
Network Airtel Vodafone Idea BSNL Reliance
High 31 20 1 1 2
Normal 9 7 3 4 5
Low 5 4 3 1 4
Total 45 31 7 6 11
Source: Survey Data
Observation:
It is clear from the table that most of the Airtel users i.e.31 respondents are highly
satisfied with the network, 9 respondents feel that it is average and 5 feel that it is low.
The majority of the Vodafone users i.e. 20 respondents are highly satisfied with the
35
31
network, 7 respondents feel that it is average and 4 feel that it is low. The users of Idea
30
i.e.3 respondents are not satisfied with the network, 3 respondents feel that it is average
and only 1 25 that it is high. The majority of the BSNL users i.e. 1 respondent is not
feel
20
satisfied with the network, 4 respondents feel that it is average and 1 feel that it is high.
20 High
The users of Reliance i.e. 4 respondents are not satisfied with the Normal network, 5
15 Low
respondents feel that it is average and only 2 feel that it is high.
10 9
7
5 5
11. Graph5 showing “the present network 4 mobile 4
4 of phone services”
N
d
n
p
e
o
s
r

33
t
f
.

1 1 1 2
0
Service providers


Source: Table no.11
12. Table showing “the call cost of the service”
Call Cost Airtel Vodafone Idea BSNL Reliance

High 23 16 0 0 1

Normal 17 9 5 2 3

Low 5 6 2 4 7

Total 45 31 7 6 11

Source: Survey Data
Observation:
It is clear25 23 table that most of the Airtel users i.e. 23 respondents feel that the
from the
call costs are high, 17 respondents feel that it is normal and 5 feel that it is low. The
20
majority of the Vodafone users i.e. 16 respondents feel that the call costs are high, 9
17
16
respondents feel that it is normal and 6 feel that it is low. The users of Idea i.e. 2
15
respondents feel that the call costs are low and 5 feel that it is normal. High majority of
The
Normal
the BSNL users i.e. 4 respondents feel that the call costs are low, 2 respondents feel that
9 Low
10
it is normal. The users of Reliance i.e. 1 feel that the call costs are high, 3 respondents
7
feel that it is normal and 7 feel 6 it is low.
that
5 5
N

4
d
n
p
e
o
s

5
r
t
f
.

12. Graph showing “the call cost of the service”3
2 2
1
0 0
0

Service providers


Source: Table no.12
13. Table showing “the nature of the customer care Service”
Customer Airtel Vodafone Idea BSNL Reliance
Care
Very helpful 14 20 1 0 1
Helpful 18 7 2 2 4
Not helpful 13 4 4 4 6
Total 45 31 7 6 11
Source: Survey Data
Observation:
It is clear from the table that most of the Airtel users i.e. 14 respondents are highly
satisfied with the customer care, 18 respondents feel that it is helpful and 13 feel that it
is not helpful. The majority of the Vodafone users i.e. 20 respondents are highly
satisfied with the network, 7 respondents feel that it is helpful and 4 feel that it is not
25
helpful. The users of Idea i.e. 4 respondents are not satisfied with the network, 2
20
respondents feel that it is helpful and only 1 feel that it is very helpful. The users of the
20 18
BSNL i.e. 4 respondents are not satisfied with the network, 2 respondents feel that it is
15 14 13
helpful. The users of Reliance i.e. 6 respondents are not satisfied with the network, 4
Very helpf ul
respondents feel that it is helpful and only 1 feel that it is very helpful. Helpf ul
10 Not helpf ul
13. Graph showing “the nature of the customer care cell”
7
6
5 4 4 4 4
2 2
N
d
n
p
e
o
s

1 1
r
t
f
.

0
0

Service providers


Source: Table no.13

14. Table showing “the opinion about sound clarity”
Sound Airtel Vodafone Idea BSNL Reliance
clarity

Good 32 17 0 0 6

Average 11 8 3 3 4

Poor 2 6 4 3 1

Total 45 31 7 6 11

Source: Survey Data
Observation:
It is clear from the table that most of the Airtel users i.e. 32 respondents says that the
sound clarity is good, 11 respondents feel that it is average and 2 feel that it is poor. The
majority of the Vodafone users i.e. 17 respondents are satisfied with the sound clarity, 8
respondents feel that it is average and 6 feel that it is poor. The users of Idea i.e. 4
respondents are not satisfied with the sound clarity, 3 respondents feel that it is average.
The users of the BSNL i.e. 3 respondents feel that it is average and 3 feel that it is poor.
The users of Reliance i.e. 6 respondents says that the sound clarity is good , 4
respondents feel that it is average and only 1 feel that it is poor.

14. Graph showing “the opinion about sound clarity”



35 32
30
25
20 17
15 11 Good
10 8 Average
6 64
5 2 34 33
0 0 1
0
N
d
n
p
e
o
s
r
t
f
.

Service providers

Source: Table no.14
15. Table showing “the users response level with the mobile phone
services”
Users response No. of respondents Percentage (%)

Satisfied 94 94

Dissatisfied 6 6

Total 100 100

Source: Survey Data

Observation:
Majority of the respondents were satisfied with the mobile phone services i.e.94% and
the rest 6% were dissatisfied with the services provided.

15. Graph showing “the users response level with the mobile phone
services”



Source Table no.15
4. EXECUTIVE SUMMARY:

EXECUTIVE SUMMARY

Communication is believed to be one of the most crucial factors in the evolution of

mankind. It was only after groups of people settled in various parts of the globe started

interacting with each other that ideas and more importantly, knowledge began to be

exchanged. In the modern world to a strong communication system is perhaps the first

visible symbol of enhanced awareness and therefore, development. The oldest

telecommunication's service in India is the telegraph service, which was introduced in

1851.

The sector was one of the biggest monopolies in the country. The Indian telecom sector

consists of the communication ministry at the top. There is an autonomous regulatory

body called the telecom Regulatory Authority of India (TRAI).the government issues

the licenses to service provides under various categories to provide the telecom services

to the consumers.



Today the telecommunications industry is undergoing a revolution. Many types of

branded companies are entering into this field. This has given rise to the opening of the

competitive mobile phone service stations like Airtel, Idea, Vodafone, Reliance, BSNL

and Tata Indicom etc to offer the requisite services to the cellular users.

With the study we can get some suggestions from subscribers for service improvements

in terms of quality. In the study we can find out the levels of customer satisfaction .we

can also identify the causes for customer dissatisfaction like disturbance, call cost, more

service charges, and clarity of sound and delivery of the product.

Mobile telecommunications not only add the feature of mobility, but they also

complement and compete with the fixed line network for voice communication.

Cellular services have created a new way for entrants to gain access to customers and

appear to have the maximum potential in breaking the incumbent’s monopoly control

over customer access-for long major problem in the telecommunications industry.

Significantly, mobile telecommunications can play an increasingly important role in

providing universal service, at a lower cost, than fixed line service.

For users, mobile telecommunication offers the obvious benefits of mobility and better

service quality. Given the large benefits users are deriving from mobile

telecommunications services and the competition that mobile telephony is likely to

provide to the incumbent fixed line monopolies in the foreseeable future, there may be

a public good in sustaining the growth of this industry.

The information collected may not be sufficient and reliable in terms of total market

conditions in India as Bangalore represents only a small portion of the total national

market.



5. SUMMARY OF FINDING’S
FINDING’S:
The study was conducted on “customer preferences and experiences with
mobile phone services in J.P.Nagar, Bengaluru” by distributing the
questionnaire to the respondents and the analysis was done. Following are
the main findings from the survey conducted.
1. Brand image plays an important role in the customer decision
making.
2. Some respondents have common complaint against Airtel that the

network is good and call cost are more.
3. Some of the respondents of Airtel have a complaint that there is auto
subscription and deduction of money
4. Some of the respondents of Airtel complaint that there is a network
fluctuation while on roaming.
5. Some of the respondent’s complaint about Vodafone stating that the

network drops while they are on lift.
6. Some respondents are not happy with the network of Idea.



7. Major of the respondents own their mobile phone.
8. It is found that 44% of the respondents belong to age group 21-30 as

per the survey.
9. It is found that 40% of the students are students as per the survey.
10.It is found that 36% of the respondents use Samsung mobile as per
the survey.
11.It is found that 45% of the respondents use Airtel connection as per
the survey.
12.It is found that 70% of the respondents use prepaid connection as per
the survey.
13. It is found that 38.7% respondents use Vodafone 1p/sec plan as per

the survey.
14. It is found that 28.57% use Idea retail 249plan as per the survey.

15.It is found that 44.44% of the respondents use Airtel regular plan as
per the survey.
16.It is found that 66.68% of the respondents use BSNL per sec plan as
per the survey.
17. It is found that 31 Airtel respondents agree the network is high,

followed by Vodafone (20), idea and bsnl (1) and Reliance (2) as per
the survey.
18. It is found that 23 Airtel respondents agree that the call cost is high,

followed by Vodafone (17) and reliance (1) as per the survey.
19. It is found that 20 Vodafone respondents are highly satisfied with the

customer care service’s, followed by Airtel (14), Idea and Reliance
(1) as per the survey.
20. It is found that 32 Airtel respondents agree sound clarity is good,

followed by Vodafone (17) and Reliance (6) as per the survey.
21. It is found that 94% of respondents are satisfied with mobile phone

services as per the survey.



6.1 SUGGESTIONS:
Based on the data collected through subscriber survey certain suggestions are given.
They are:
 Many respondents complaint about the disturbance during traveling. So some
measures should be taken to overcome this problem.
 Most of the BSNL users have complaint about the network problem in city
limits. More towers should be put up to avoid this problem.
 The charges from mobile to land lines should be common.
 Vodafone should try to expand its coverage area and should provide roaming
facility all over India.
 The customer care of Idea, BSNL and reliance are pathetic, it should be checked.
 The talk time should be increased.
 The grace period should be increased from 30 days to 45 days.
 Reliance should try to expand its coverage area.
 Free SMS service should be provided by all the operators.
 Various schemes and services should be provided which will help the service
providers to turn new subscribers and gain confidence among already existing
subscribers.



 Night offer should be provided.
 Call rate must be low.
 If call ends at 1min 1 sec r 2 sec it will be charged for 2 min so, the companies
have to work on it.

6.2 CONCLUSION:
Nothing, perhaps nothing i.e. not Gods creation, can be perfect in this world. Much less,
an organization which is nothing but a sum total of all its people, people with their likes,
dislikes and varying capabilities. But an organization can arrange its activities in a
manner that enables it to perform better than most, achieve excellence in what ever it is
doing; it will still have weakness and room for improvement.
The deployment of alternative access networks has been recognized as a means towards
greater service competition and lesser regulation in the telecom industry. In simple
terms, the idea is that one each consumer could choose from among multiple service
providers, the need to regulate access would wane. Competition in network provision or
in access provision is therefore considered to be the key to both fostering retail
competition and to reducing market power in the network provision side.
During the 1990s, cellular access networks emerged as the most viable alternative access
network to the incumbents fixed access network. Cellular mobile telephony services
were launched in the early-1980s as an expensive service tailored to business customers.
Since then, cellular networks have made tremendous contributions to reforms in
telecommunications by demonstrating the benefits of competition and innovation and by



extending connectivity. Cellular subscriptions have grown exponentially, exceeding
penetration rates of 60% in many countries, while the number of mobile subscribers is
rapidly overtaking the number of fixed lines.
In India, the potential of cellular services is evident from the rapid growth of cellular
telephone systems, which attracted nearly 6.43 million subscribers by end-March 2002.
If current trends are any indication cellular subscriptions are expected to approach 16.50
million by end-June 2004 and account for 20% of telephone connections. However,
cellular penetration would still be slightly more than 1% of the population.
Mobile telecommunications not only add the feature of mobility, but they also
complement and compete with the fixed line network for voice communication. Cellular
services have created a new way for entrants to gain access to customers and appear to
have the maximum potential in breaking the incumbent’s monopoly control over
customer access-for long major problem in the telecommunications industry.
Significantly, mobile telecommunications can play an increasingly important role in
providing universal service, at a lower cost, than fixed line service.

For users, mobile telecommunication offers the obvious benefits of mobility and better
service quality. Given the large benefits users are deriving from mobile
telecommunications services and the competition that mobile telephony is likely to
provide to the incumbent fixed line monopolies in the foreseeable future, there may be a
public good in sustaining the growth of this industry.



APPENDICES
OPERATIONAL DEFINITIONS OF THE STUDY:
For the purpose of the study the following terms are used:
 Services: Services are deeds, processes and performances include all
economic activities whose output is not a physical product or construction, it
is generally consumed at the time it is produced.
 Satisfaction: It is a person’s feeling of pleasure or disappointment.
 Quality: It is the totality of features and characteristics of a product of
servicing that bear on its ability to satisfy stated or implied needs.
 Industry: An industry is a group of firms that offer a product or products.
 Brand competition: It occurs when a company looks at its competitors as
other companies offering similar products and services to the same customers
at similar prices.
 Marketing: It is a social and managerial process by which individual and
groups what they need and want through creating offering and exchanging
products of values with others.



 Value: It is the consumer’s estimate of the products overall capacity to
satisfy his or her needs.
 Price: Service price are powerful customers that aid customer in forming
expectation of service levels.
 Service delivery: It refers to what actually happens when the customers by
the service.
 Cost quality: Quality improvements leads to profile at least in parts
because of cost saving achieved through increased efficiency.
 Brand name: Brand is a name, term, sign, symbol, design or a combination
of them, intended to identify the goods services.
 Voice mail: Allows users to leave a recorded message when the does not
want to take call.
 Cellular phone: A cellular phone works on the principle of wireless radio
technology which receives and transmits radio waves. It is like a
sophisticated two way radio which transmits and receives through a wide
band radio frequency and channel. The total network is divided in two cells.
 Handset: The electronic gadget used for cellular mobile communication is
called the handset.
 Sim card: The SIM (Subscribers Identify Module) id is provided by the
cellular telecommunication service company.
 Call forwarding: Enables users to forward in company call to another cell
phone.
 Call hold: Allows the users to screen and select calls by displaying the
number on the screen.
 Fax and data service: Allows users to send or receive faxes and even
transfer pages of data countries call.



QUESTIONNAIRE
A study on customer preference and experiences with
mobile phone services in J.P.Nagar , Bengaluru

Name:
Age:
Address:
Qualification:
Occupation:
Income: a) Below 10,000 ( ) b) 10,000 - 20,000 ( ) c) 20,000 -30,000 ( ) d) Above 30,000
1) Which brand cellular phone are you using?
Nokia ( ) Motorola ( ) LG ( ) Sony ( ) Samsung ( ) Others ( )

2) Which service are you subscribing?
Airtel ( ) Vodafone ( ) Idea ( ) BSNL ( ) Reliance ( )

3) Which provider is giving more services like?



Airtel Vodafone Idea BSNL Reliance
Internet [ ] [ ] [ ] [ ] [ ]
Mobile Banking [ ] [ ] [ ] [ ] [ ]
Voice mail [ ] [ ] [ ] [ ] [ ]
E-mail & Chat [ ] [ ] [ ] [ ] [ ]
News [ ] [ ] [ ] [ ] [ ]
Games [ ] [ ] [ ] [ ] [ ]
Roaming facility [ ] [ ] [ ] [ ] [ ]
Entertainment [ ] [ ] [ ] [ ] [ ]

4) Which scheme are you using?
Prepaid ( ) Postpaid ( )

5) Which prepaid/postpaid scheme are you using in Vodafone?
Vodafone 1p/sec ( ) Vodafone 30p/min ( ) Vodafone 50p/min ( ) Talk 199 ( )
Talk 225 ( ) Talk 299 ( ) Talk 499 ( )
6) Which prepaid/postpaid scheme are you using in Idea?
Retail 249 ( ) Idea 199 ( ) Value 249 ( ) Idea 299 ( ) Idea 1p/sec ( ) Idea 20p/min ( )
Idea 30p/min ( )

7) Which prepaid/postpaid scheme are you using in Airtel?
Regular ( ) Airtel 30p/min ( ) New Ace 249 ( ) Future Value 299 ( ) Airtel Advantage 199 ( )
Super value 499 ( )

8) Which prepaid/postpaid scheme are you using in BSNL?
Per sec plan ( ) FRC 49 ( ) BSNL 225 plan ( ) BSNL 325 plan ( ) BSNL 525 plan ( ) BSNL
725 plan ( )

9) How do you feel about the present network of mobile phone services?
High ( ) Normal ( ) Low ( )

10) How do you feel about the call cost of the service?
High ( ) Normal ( ) Low ( )



11) How is the customer care cell?
Very helpful ( ) Helpful ( ) Not helpful ( )
12) What is your opinion about sound clarity?
Good ( ) Average ( ) Poor ( )

13) Are you satisfied with the mobile phone services?
Satisfied ( ) Dissatisfied ( )

14) Are you looking forward for any other schemes /services?
If yes, please specify------------------------------------------------------------------------------------------------
-----------------------------------------------------------------------------------------------------------------------------
15) Suggestions for improvement of mobile phone services
:----------------------------------------------------------------------------------------------------------------------------
-----------------------------------------------------------------------------------------------------------------------------
----------------------------------------------
Thank you for your co-operation YOURS SINCERELY

BIBLIOGRAPHY
A. TEXT BOOKS
• Marketing Management by Philip Kotler,
• Service Marketing by Valerie. Zeithamal, the Mc Graw-Hill Companies.
• Service Marketing by Ronald Rust and Anthony, International student edition
• The essence of Service Marketing by Adrian Payne, Prentice Hall of India.
• Service Marketing by Christopher Lovelock.

B. MAGAZINES REFERRED
• BUSINESS TODAY
• BUSINESS WORLD
• INDIA TODAY

C. ARTICLES



• “Welcome to the world of AIRTEL” Airtel company broacher.
•

D. NEWSPAPER REFERRED
• Times of India
• Deccan Herald
• The Asian Age
• Economic Times

E. WEBSITES
• www.relianceinfo.com
• www.airtel.in
• www.ideacellular.com
• www.vodafone.in
• www.google.com
•
www.bsnl.co.in


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