MIMIT COLLEGE, MALOUT

1. “A STUDY OF VARIOUS MOBILE
OPERATORS PREFERRED BY COLLEGE STUDENTS”
FOR
FINAL RESEARCH PROJECT
SUBMITTED TO
MALOUT INSTITUTE OF MANAGEMENT AND INFORMATION TECHNOLOGY,
MALOUT
FOR THE DEGREE
OF
MASTER OF BUSINESS ADMINISTRATION
BY
SAHIL GROVER
University Roll No. 1274253
Class Roll No. 825
UNDER THE GUIDANCE OF
MR AMIT GARG
(Assistant Professor)
DEPARTMENT OF MANAGEMENT STUDIES
MALOUT INSTITUTE OF MANAGEMENT AND INFORMATION TECHNOLOGY,
MALOUT, DISTRICT-SHRI MUKTSAR SAHIB -152107
YEAR 2013

2. DECLARATION
I declare that the project entitled “A Study of Various Mobile Operators Preferred by College
Students” conducted at different colleges is a record of independent analysis work carried out by
me during the academic year 2012-14 under the guidance of Assistant Professor Mr. Amit Garg.
I also declare that this project is the result of my effort and has not been submitted to any other
University or Institution for the award of any degree, or personal favor whatsoever. All the details
and analysis provided in the report hold true to the best of my knowledge.
Date: --------------------
Sahil Grover
MBA 4th
Semester
MIMIT Malout

3. CERTIFICATE OF ORIGINALITY
This is to certify that the project report entitled “A Study of Various Mobile Operators Preferred
by College Students” submitted by Mr Sahil Grover in partial fulfilment for the degree of Master
of Business Administration is a bona fide piece of work carried out by her under my supervision
and guidance. This is an original piece of work and has not been submitted in part or full for any
degree or diploma in this or any other university/ institute. The assistance and help during the
course has been fully acknowledged.
Dated: Mr Amit Garg
(Assistant Professor)
Department Of Management Studies

4. ACKNOWLEDGEMENT
It gives me immense pleasure to phrase my whole hearted thanks and deep sense of gratitude to
my esteemed guide Mr Amit Garg for her dexterous guidance, invaluable help, ever encouraging
attitude and supervision throughout my study.
I offer my heartiest appreciation to all my friends and other well-wishers for their ever willing
cooperation, moral support rendering ungrudging assistance wherever and whenever needed and
best for successfully taking the study. I wish them best in their life.
I find no word to acknowledge in so formal manner the sacrifice, love, inspiration and help
rendered by my parents to take up this study.
Last but not least I am thankful to almighty for his blessings. All cannot be mentioned but none is
forgotten.
Sahil Grover

5. TABLE OF CONTENTS
S. NO. TOPIC PAGE NO.
1 TITLE I
2 DECLARATION II
3 CERTIFICATE OF ORIGINALITY III
4 ACKNOWLEDGEMENT IV
5 TABLE OF CONTENTS V
6 LIST OF FIGURES VI
7 LIST OF TABLES VII
8 CHAPTER-1
Telecom Industry In India (Introduction)
History Of Indian Telecommunications
Classification Of Telecommunication Services
The Key Players In The Telecom Market In India
Company Profile
Introduction and Services of Airtel
Introduction and Services of Reliance
Introduction and Services of Tata Indicom
Introduction and Services of BSNL
Introduction and Services of Vodafone Essar
Introduction and Services of Idea
1
1
2
3
4
4
6
8
10
12
16
9 CHAPTER-2
Review Of Literature
Objectives Of The Study
19
21
10 CHAPTER-3
Research Methodology
Sampling (Sampling Unit And Sampling Size)
Limitations Of The Study
22
23
24
11 CHAPTER-4
Data Analysis And Interpretation 25
12 CHAPTER-5
Scope Of The Study
Short Comes Of The Study
Finding And Summary
Suggestions & Recommendations
40
40
41
43
13 REFERENCES 44
14 APPENDIX
Questionnaire 45

6. LIST OF FIGURES
S. NO. TOPIC FIGURE NO. PAGE NO.
1 Gender ratio of the respondents 4.1 25
2 Age ratio of the respondents 4.2 26
3 Residence of Respondents 4.3 27
4 Do you have any mobile Connection 4.4 28
5 Which service are you using 4.5 29
6 How many mobile connections do you have 4.6 30
7 Which Mobile connections are you currently using 4.7 31
8 Which would you prefer for business point of view 4.8 32
9 Are you satisfied with the services 4.9 33
10 Which companies provide better 3G services 4.10 34
11 Which facility attracts you most 4.11 35
12 Which advertisement media puts more impact on
your buying decision
4.12 36
13 How much is your monthly expenses on mobile
phones
4.13 37
14 From how long you are availing the services of this
particular service provider
4.14 38
15 Would you like to change your current service
provider in future
4.15 39

7. LIST OF TABLES
S. NO. TOPIC TABLE NO. PAGE NO.
1 Gender ratio of the respondents 4.1 25
2 Age ratio of the respondents 4.2 26
3 Residence of Respondents 4.3 27
4 Do you have any mobile Connection 4.4 28
5 Which service are you using 4.5 29
6 How many mobile connections do you have 4.6 30
7 Which Mobile connections are you currently using 4.7 31
8 Which would you prefer for business point of view 4.8 32
9 Are you satisfied with the services 4.9 33
10 Which companies provide better 3G services 4.10 34
11 Which facility attracts you most 4.11 35
12 Which advertisement media puts more impact on your
buying decision
4.12 36
13 How much is your monthly expenses on mobile
phones
4.13 37
14 From how long you are availing the services of this
particular service provider
4.14 38
15 Would you like to change your current service
provider in future
4.15 39

8. CHAPTER - 1
INTRODUCTION
TELECOM INDUSTRY IN INDIA:
The telecom industry is one of the fastest growing industries in India. India has nearly 200 million
telephone lines making it the third largest network in the world after China and USA. With a
growth rate of 45%, Indian telecom industry has the highest growth rate in the world.
- Much of the growth in Asia Pacific Wireless Telecommunication Market is spurred by
The growth in demand in countries like India and China.
- India‘s mobile phone subscriber base is growing at a rate of 82.2%.
- China is the biggest market in Asia Pacific with a subscriber base of 48% of the total
Subscribers in Asia Pacific. Compared to that India’s share in Asia Pacific Mobile Phone
Market is 6.4%. Considering the fact that India and China have almost comparable
Populations, India’s low mobile penetration offers huge scope for growth.
HISTORY OF INDIAN TELECOMMUNICATIONS:
Started in 1851 when the first operational land lines were laid by the government near Calcutta
(seat of British power). Telephone services were introduced in India in 1881. In 1883 telephone
services were merged with the postal system. Indian Radio Telegraph Company (IRT) was formed
in 1923. After independence in 1947, all the foreign telecommunication companies were
nationalized to form the Posts, Telephone and Telegraph (PTT), a monopoly run by the
government's Ministry of Communications..
The first wind of reforms in telecommunications sector began to flow in 1980s when the private
sector was allowed in telecommunications equipment manufacturing. In 1985, Department of
Telecommunications (DOT) was established. It was an exclusive provider of domestic and long-
distance service that would be its own regulator (separate from the postal system). In 1986, two
wholly government-owned companies were created: the Videsh Sanchar Nigam Limited (VSNL) for
international telecommunications and Mahanagar Telephone Nigam Limited (MTNL) for service in
metropolitan areas.
In 1990s, telecommunications sector benefited from the general opening up of the economy. Also,
examples of telecom revolution in many other countries, which resulted in better quality of service
and lower tariffs, led Indian policy makers to initiate a change process finally resulting in opening

9. up of telecom services sector for the private sector. National Telecom Policy (NTP) 1994 was the
first attempt to give a comprehensive roadmap for the Indian telecommunications sector. In 1997,
Telecom Regulatory Authority of India (TRAI) was created. Telecommunication sector in India can
be divided into two segments: Fixed Service Provider (FSPs), and Cellular Services. Fixed line
services consist of basic services, national or domestic long distance and international long
distance services. The state operators (BSNL and MTNL), account for almost 90 per cent of
revenues from basic services. Private sector services are presently available in selective urban
areas, and collectively account for less than 5 per cent of subscriptions.
Cellular services can be further divided into two categories: Global System for Mobile
Communications (GSM) and Code Division Multiple Access (CDMA). The GSM sector is dominated
by Airtel, Vodafone-Hutch, and Idea Cellular, while the CDMA sector is dominated by Reliance and
Tata Indicom. Opening up of international and domestic long distance telephony services are the
major growth drivers for cellular industry. Cellular operators get substantial revenue from these
services, and compensate them for reduction in tariffs on airtime, which along with rental was the
main source of revenue. The reduction in tariffs for airtime, national long distance, international
long distance, and handset prices has driven demand.
CLASSIFICATION OF TELECOMMUNICATION SERVICES:
1. Basic services
2. Cellular services
3. Internet Service Provider (ISP)
1. There are five private service operators in each area, and an incumbent state operator.
Almost 80% of the cellular subscriber base belongs to the pre-paid segment.
2. The DoT has allowed cellular companies to buy rivals within the same operating circle
provided their combined market share did not exceed 67 per cent. Previously, they
were only allowed to buy companies outside their circle.
Growth Drivers: Opening up of international and domestic long distance telephony services are
growth drivers in the industry. Cellular operators now get substantial revenue from these services,
and compensate them for reduction in tariffs on air time, which along with rental was the main
source of revenue. The reduction in tariffs for airtime, national long distance, international long
distance, and handset prices has driven demand

10. THE KEY PLAYERS IN THE TELECOM MARKET IN INDIA:
1. BSNL
2. Airtel
3. Vodafone
4. Reliance
5. Tata indicom
6. Idea
Subscribers:
Wireless subscribers crosses 200 million mark Tele density reaches 21.20%
The total number of telephone subscribers has reached 241.02 million at the end of August 2007
as compared to 232.87 million in July 2007. The overall teledensity
has increased to 21.20% in August 2007 as compared to 20.52% in July 2007.
In the wireless segment, 8.31 million subscribers have been added in August 2007 while 8.06
million subscribers were added in July 2007. The total wireless subscribers (GSM, CDMA & WLL (F))
base reaches 201.29 million at the end of August 2007.
The wire line segment subscriber base stood at 39.73 million with a decrease of 0.16 million at the
end of August 2007. Circle wise wire line subscriber base of service providers is given at following
chart...

11. COMPANY PROFILE
INTRODUCTION:
“Bharti Airtel” formerly known as Bharti Tele-Ventures Limited (BTVL) is among India's largest
mobile phone and Fixed Network operators. With more than 60 million subscriptions as of 13th
February 2008.[2] It offers its mobile services under the Airtel brand and is headed by Sunil Mittal.
The company also provides telephone services and Internet access over DSL in 14 circles. The
company complements its mobile, broadband & telephone services with national and
international long distance services. The company also has a submarine cable landing station at
Chennai, which connects the submarine cable connecting Chennai and Singapore. The company
provides reliable end-to-end data and enterprise services to the corporate customers by
leveraging its 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.
Airtel is the largest cellular service provider in India in terms of number of subscribers. Bharti Airtel
owns the Airtel brand and provides the following services under the brand name Airtel: Mobile
Services (using GSM Technology), Broadband & Telephone Services (Fixed line, Internet
Connectivity (DSL) and Leased Line), Long Distance Services and Enterprise Services
(Telecommunications Consulting for corporates).
Leading international telecommunication companies such as Vodafone and SingTel held partial
stakes in Bharti Airtel.
In April 2006 Bharti Global Limited was awarded a telecommunications license in Jersey in the
Channel Islands by the local telecommunications regulator the JCRA. In September 2006 the Office
of Utility Regulation in Guernsey awarded Guernsey Airtel with a mobile telecommunications
license. In May 2007 Jersey Airtel and Guernsey Airtel announced the launch of a relationship with
Vodafone for island mobile subscribers. In July 2007, Bharti Airtel signed an MoU with Nokia-
Siemens for a 900 million dollar expansion of its mobile and fixed network.[3] In August 2007, the

12. company announced it will be launching a customized version of Google search engine that will
provide an 'array of services' to its broadband customers.
SERVICES:
 Mobile
 Home Phones
 Broadband & Internet
 Email on the go
 Calling Cards
 Wireless Internet
 digital TV
 Data and IP Solutions
 Voice Solutions
 Conferencing
 Internet card
 Roaming
 Audio Conferencing

13. INTRODUCTION:
A DREAM COME TRUE
The Late Dhirubhai Ambani dreamt of a digital India — an India where the common man would
have access to affordable means of information and communication. Dhirubhai, who single-
handedly built India’s largest private sector company virtually from scratch, had stated as early as
1999: “Make the tools of information and communication available to people at an affordable
cost. They will overcome the handicaps of illiteracy and lack of mobility.”
It was with this belief in mind that Reliance Communications (formerly Reliance Infocomm) started
laying 60,000 route kilometers of a pan-India fibre optic backbone. This backbone was
commissioned on 28 December 2002, the auspicious occasion of Dhirubhai’s 70th birthday,
though sadly after his unexpected demise on 6 July 2002.
Reliance Communications has a reliable, high-capacity, integrated (both wireless and wire line)
and convergent (voice, data and video) digital network. It is capable of delivering a range of
services spanning the entire infocomm (information and communication) value chain, including
infrastructure and services — for enterprises as well as individuals, applications, and consulting.
Today, Reliance Communications is revolutionizing the way India communicates and networks,
truly bringing about a new way of life.
Reliance Communications (formerly Reliance Infocomm), along with Reliance Telecom and Flag
Telecom, is part of Reliance Communications Ventures (RCOVL). According to National Stock
Exchange data, Anil Ambani controls 66.75 per cent of the company, which accounts for more
than 1.36 billion shares of the company.[1]Reliance Infocomm is an Indian telecommunications
company. It is the flagship company of the Reliance-Anil Dhirubhai Ambani Group, comprising of
power (Reliance Energy), financial services (Reliance Capital) and telecom initiatives of the
Reliance ADA Group. Reliance Infocomm is currently managed by Anil Dhirubhai Ambani. It uses
CDMA2000 1x technology

14. SERVICES:
 Mobile : CDMA | GSM
 Wireless Phone
 Wireless Terminal
 Roaming
 Broad Net
 Reliance Landline
 Reliance Net connect
 R World : CDMA | GSM
 Audio Conferencing
 Reliance PCO
 Broadband
 Business Broadband Internet
 Video Conferencing

15. INTRODUCTION:
Tata Teleservices Limited (TTSL) is part of the Tata Group of Companies, an Indian Conglomerate.
It runs the brand name Tata Indicom in India in various telecom circles of India. The company
forms part of the Tata Group's prescence in the Telecommunication Industry in India, along with
Tata Teleservices (Maharashtra) Limited (TTML) and VSNL.
TTSL was incorporated in 1995 and was the first company to offer CDMA Mobile services in India,
specifically in the state of Andhra Pradesh.
In December 2002, the company acquired the erstwhile Hughes Telecom (India) Ltd. which was
renamed Tata Teleservices (Maharashtra) Limited.
In September 2007, Tata Indicom launched the Talk World plan, an International Long Distance
Plan.
Tata is the direct competitor with Reliance, both CDMA operators in India. The company provides
unified telecommunication solutions including mobile, fixed wireless, fixed line and broadband.
Other competitors are Vodafone, Airtel, Aircel, Idea, MTNL, and BSNL providing GSM based mobile
telephony.
The company was first in India to provide free intra network calling within city limits. They
launched a unique scheme providing lifetime rental free connectivity on its mobile and fixed
wireless for a one time charge.
Tata Teleservices is part of the INR Rs. 119000 Crore (US$ 29 billion) Tata Group, that has over 87
companies, over 250,000 employees and more than 2.8 million shareholders. With a committed
investment of INR 36,000 Crore (US$ 7.5 billion) in Telecom (FY 2006), the Group has a formidable
presence across the telecom value chain.
Tata Teleservices spearheads the Group’s presence in the telecom sector. Incorporated in 1996,
Tata Teleservices was the first to launch CDMA mobile services in India with the Andhra Pradesh
circle.

16. Starting with the major acquisition of Hughes Tele.com (India) Limited [now renamed Tata
Teleservices (Maharashtra) Limited] in December 2002 the company swung into an expansion
mode. With the total Investment of Rs 19,924 Crore, Tata Teleservices has created a Pan India
presence spread across 20 circles that include 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.
Having pioneered the CDMA 3G1x technology platform in India, Tata Teleservices has established
a robust and reliable 3G ready telecom infrastructure that ensures quality in its services. It has
partnered with Motorola, Ericsson, Lucent and ECI Telecom for the deployment of a reliable,
technologically advanced network.

17. INTRODUCTION:
Bharat Sanchar Nigam Limited (known as BSNL, India Communications Corporation Limited) is a
public sector communications company in India. It is the India's largest telecommunication
company with 25.14% market share as on December 31, 2007. Its headquarters are at Bharat
Sanchar Bhawan, Harish Chandra Mathur Lane, Janpath, New Delhi. It has the status of Mini-ratna
- a status assigned to reputed Public Sector companies in India.
BSNL is India's oldest and largest Communication Service Provider (CSP). Currently BSNL has a
customer base of 68.5 million (Basic & Mobile telephony). It has footprints throughout India
except for the metropolitan cities of Mumbai and New Delhi which are managed by MTNL. As on
December 31, 2007 BSNL commanded a customer base of 31.7 million Wire line, 4.1 million
CDMA-WLL and 32.7 million GSM Mobile subscribers. BSNL's earnings for the Financial Year ending
March 31, 2007 stood at INR 397.15b (US$ 9.67 b) with net profit of INR 78.06b (US$ 1.90 billion).
Today, BSNL is India's largest Telco and one of the largest Public Sector Undertaking with
estimated market value of $ 100 Billion. The company is planning an IPO with in 6 months to
offload 10 % to public.
Bharat Sanchar Nigam Ltd. formed in October, 2000, 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 unit in India.

18. BSNL SERVICES:
 BSNL Landline
 Phone Plus Service
 New Telephone Connection
 Permanent Connection
 Concession In Rentals
 Shift Of Telephone
 Transfer Of Telephone
 BSNL Mobile
 Postpaid
 Prepaid
 GPRS/WAP/MMS
 Demos
 SMS & Bulk SMS
 BSNL Wll
 Internet Services
 Network
 Broadband
 Wi-Fi
 Dial Up Internet
 SMS & Bulk SMS
 BSNL Broadband

19. VODAFONE ESSAR INTRODUCTION:
Vodafone Essar, previously Hutchison Essar is a cellular operator in India that covers 16 telecom
circles in India Despite the official name being Vodafone Essar, its products are simply branded
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 license areas.
Vodafone Essar, previously Hutchison Essar is a cellular operator in India that covers 16 telecom
circles in India . Despite the official name being Vodafone Essar, its products are simply branded
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 license areas.
OWNERSHIP:
Vodafone Essar is owned by Vodafone 52%, Essar Group 33%, and other Indian nationals, 15%.
On February 11, 2007, Vodafone agreed to acquire the controlling interest of 67% held by Li Ka
Shing Holdings in Hutch-Essar for US$11.1 billion, pipping Reliance Communications, Hinduja
Group, and Essar Group, which is the owner of the remaining 33%. The whole company was
valued at USD 18.8 billion. The transaction closed on May 8, 2007.

20. PREVIOUS BRANDS:
In December 2006, Hutch Essar re-launched the "Hutch" brand nationwide, consolidating its
services 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.
On September 20, 2007 Hutch becomes Vodafone in one of the biggest brand transition exercises
in recent times.
Vodafone Essar is spending somewhere in the region of Rs 250 crores on this high-profile
transition being unveiled today. Along with the transition, cheap cell phones have been launched
in the Indian market under the Vodafone brand. There are plans to launch co-branded handsets
sourced from global vendors as well.
A popular daily quoted a Vodafone Essar director as saying that "the objective is to leverage
Vodafone Group's global scale in bringing millions of low-cost handsets from across-the-world into
India."
While there is no revealing the prices of the low-cost Vodafone handsets, the industry is abuzz
that prices might start at Rs 666, undercutting Reliance Communications' much-hyped 'Rang Barse'
with cheap handsets beginning at Rs 777.
Meanwhile, Vodafone Essar sources said there would be no discounts or subsidized handset offers
-- rather handset-bundled schemes for customers.
Incidentally, China's ZTE, which is looking to set-up a manufacturing unit in the country, is
expected to provide several Vodafone handsets in India. Earlier this year, Vodafone penned a
global low-cost handset procurement deal with ZTE.

21. GROWTH OF HUTCHISON ESSAR (1992-2005):
In 1992 Hutchison Whampoa and its Indian business partner established a company that in 1994
was awarded a licence to provide mobile telecommunications services in Mumbai (formerly
Bombay) and launched commercial service as Hutchison Max in November 1995. Analjit Singh of
Max still holds 12% in company.
By the time of Hutchison Telecom's Initial Public Offering in 2004, Hutchison Whampoa had
acquired interests in six mobile telecommunications operators providing service in 13 of India's 23
licence areas and following the completion of the acquisition of BPL that number increased to 16.
In 2006, it announced the acquisition of a company that held licence applications for the seven
remaining licence areas.
In a country growing as fast as India, a strategic and well managed business plan is critical to
success. Initially, the company grew its business in the largest wireless markets in India - in cities
like Mumbai, Delhi and Kolkata. In these densely populated urban areas it was able to establish a
robust network, well known brand and large distribution network -all vital to long-term success in
India. Then it also targeted business users and high-end post-paid customers which helped
Hutchison Essar to consistently generate a higher Average Revenue Per User ("ARPU") than its
competitors. By adopting this focused growth plan, it was able to establish leading positions in
India's largest markets providing the resources to expand its footprint nationwide.
In February 2007, Hutchison Telecom announced that it had entered into a binding agreement
with a subsidiary of Vodafone Group Plc to sell its 67% direct and indirect equity and loan interests
in Hutchison Essar Limited for a total cash consideration (before costs, expenses and interests) of
approximately US$11.1 billion or HK$87 billion.
1992: Hutchison Whampoa and Max Group established Hutchison Max
2000: Acquisition of Delhi operations Entered Calcutta and Gujarat markets through ESSAR
acquisition
2001: Won auction for licences to operate GSM services in Karnataka, Andhra Pradesh and
Chennai

22. 2003: Acquired AirCel Dig link (ADIL - Essar Subsidiary) which operated in Rajasthan, Uttar Pradesh
East and Haryana telecom circles and renamed it under Hutch brand
2004: Launched in three additional telecom circles of India namely 'Punjab', 'Uttar Pradesh West'
and 'West Bengal'
2005: Acquired BPL, another mobile service provider in India
2008: Vodafone acquired Dish net Wireless, a service provider in Orissa and has successfully
launched its services in the following circle.
2008: Vodafone launched the Apple iPhone 3G to be used on its 17 circle 2G network.
Hutch was often praised for its award winning advertisements which all follow a clean, minimalist
look. A recurrent theme is that its message Hello stands out visibly though it uses only white
letters on red background. Another recent successful ad campaign in 2003 featured a pug named
Cheeka following a boy around in unlikely places, with the tagline, wherever you go, our network
follows. The simple yet powerful advertisement campaigns won it many admirers
Services:
 Mobile
 Postpaid
 Prepaid
 Unified Messaging
 GPRS/WAP/MMS
 Demos
 SMS & Bulk SMS
 Dial Up Internet
 Internet Services

23. IDEA INTRODUCTION:
IDEA Cellular is a publicly listed company, having listed on the Bombay Stock Exchange (BSE and
the National Stock Exchange (NSE) in March 2007.
Idea Cellular is a leading GSM mobile service operator with pan India licenses. With a customer
base of over 36 million in 15 service areas, operations are soon expected to start in Orissa and
Tamil Nadu-the first steps in providing pan India services covering over 90% of India's telephony
potential.
A frontrunner in introducing revolutionary tariff plans, IDEA Cellular has the distinction of offering
the most customer friendly and competitive Pre Paid offerings, for the first time in India in an
increasingly segmented market.
Customer Service and Innovation are the drivers of this Cellular Brand. A brand known for many
firsts, Idea was the first to launch GPRS and EDGE in the country. Idea has received international
recognition for its path-breaking innovations when it won the GSM Association Award for "Best
Billing and Customer Care Solution" for 2 consecutive years.
IDEA Cellular is part of the Aditya Birla Group, India's first truly multinational corporation. The
group operates in 25 countries, and is anchored by over 100,000 employees belonging to 25
nationalities. The Group has been adjudged 'The Best Employer in India and among the Top 20 in
Asia' by the Hewitt-Economic Times and Wall Street Journal Study 2007.

24. HOLDING:
Initially the Birla’s, the Tata’s and AT&T Wireless each held one-third equity in the company. But
following AT&T Wireless' merger with Cingular Wireless in 2004, Cingular decided to sell its 32.9%
stake in Idea. This stake was bought by both the Tata’s and Birla’s at 16.45% each.
Tata's foray into the cellular market with its own subsidiary, Tata Indicom, a CDMA-based mobile
provider, cropped differences between the Tata’s and the Birla’s. This dual holding by the Tata’s
also became a major reason for the delay in Idea being granted a license to operate in Mumbai.
This was because as per Department of Telecom (DOT) license norms, one promoter could not
have more than 10% stake in two companies operating in the same circle and Tata Indicom was
already operating in Mumbai when Idea filed for its license.
The Birla’s thus approached the DOT and sought its intervention, and the Tata’s replied by saying
that they would exit Idea but only for a good price. On April 10, 2006, the Aditya Birla Group
announced its acquisition of the 48.18% stake held by the Tata’s at Rs. 40.51 a share amounting to
Rs. 44.06 billion. While 15% of the 48.14% stake was acquired by Aditya Birla Nuvo, a company in-
charge of the Birla’s' new business initiatives, the remaining stake was acquired by Birla TMT
holdings Private Ltd., an AV Birla family owned company. Currently, Birla Group holds 49.1% of the
total shares of the company.
Currently 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.
The group operates in 25 countries, and is anchored by over 100,000 employees belonging to 25
nationalities. The Group has been adjudged 'The Best Employer in India and among the Top 20 in
Asia' by the Hewitt-Economic Times and Wall Street Journal Study 2007. A premium conglomerate,
the Aditya Birla Group is a leader in swathe of products - viscose staple fibre, aluminum, cement,
copper, carbon black, insulators, and garments.
The Group has also made successful forays into financial services, telecom, software, BPO and
retail sectors. Today, the Group is India's most diversified business house.

25. SERVICES:
 Prepaid Plans
 Postpaid Plans
 Idea Net Setter
 Voice Services
 Business Applications
 GPRS Applications

26. CHAPTER-2
REVIEW OF LITERATURE
Chowdary (2002) has found the greatest developments in telecommunications and information
technology in the past two to three decades are optical fibre transmission giving 6.4 terabits per
second per fiber (there could be 400 fibers in one cable); repeated reuse of radio frequency
spectrum for connecting communicating devices to network (GSM and CDMA technologies and
cellular mobile telephone systems); electrification of all information (images, voice, text and data)
and its digitization and formatting into packets for transmission; solid state storage of gigabits of
information on a thumb nail size silicon chip; mini-sized satellite earth stations; and the Internet as
the network for storage, transmission and exchange of information. All of these developments
have led to the transformation of the traditional telecommunications network into an electronic,
photonic transport system for information.
Buerkler (2005) comparing prices for mobile services in India , this article aims to highlight
marginal differences in regulations – besides other significant factors – which can result in totally
different price developments. A holistic approach is used to explain the various drivers behind
price developments. Besides costs (including licence fees), customer behaviours (summarized in
demand elasticity), competitive behaviour (explained by the applied marketing mix) and
termination fees (either as a price stabilizer – if not freezer – or as a relatively marginal cost
component) represent the relevant drivers. The comparative study underlines the crucial role
termination costs play in dynamic mobile markets – besides the usually stressed general cost
levels and numbers of competitors.”
Shankar (2005) has found technological modernization is increasingly viewed as a premeditated
necessity in today's era of growth and prosperity for any country. Telecommunications has
entered a new age of development with advanced technology and increased competition with
established players. The technological advances in the telecommunication sector are associated
with an uninterrupted growth of the mobile sector. The prime focus of the service providers is to
create a loyal customer base by benchmarking their performances and retaining existing
customers in order to benefit from their loyalty. The paper aims to address these issues. The
results are insightful to the telecom policy planner as benchmark them in terms of their efficiency.
It also identifies the inefficient service providers who can improve their efficiency by making the
efficient providers as their role model... “

27. Whalley (2008) investigate the technological and regulatory issues arising from the introduction of
TV services on mobile handsets. The paper looks at the various technological solutions to the
provision of mobile TV and records the progress to date of trials of these technologies. It also
examines the regulatory framework in the EU and certain individual countries and analyses the
effects of spectrum shortages. The paper finds that the existence of competing, incompatible
technologies, the constraints on the availability of suitable spectrum, the issue of what content to
broadcast and the difficulties of persuading customers to pay for it are holding back the
widespread dissemination of mobile TV, but only on a temporary basis.”
Raghavendran (2009) has examined that mobile banking offers to both banks and mobile carriers.
Acknowledging the inherent difficulties of convergence between large and very different
industries, it then explores the merits and shortcomings of existing partnership models and offers
suggested best practices. Open-federated models – involving partnerships between large numbers
of banks and mobile carriers to provide a shared platform for mobile-banking services – access the
broadest customer base and minimize the costs of developing proprietary software and
infrastructures. Even now, in the early years of mobile banking, there is a wealth of knowledge
about partnership models to be gleaned from past success and failures. Forward-looking executive
eyes know that successful navigation will require a map, and an in-depth look at the advantages
and pitfalls of each existing model reveals a truer North.”

28. OBJECTIVES OF THE STUDY
The subject matter for this research Project is to study the student’s preference towards the
various mobile service providers in Punjab. This project consists of different objectives. They are
as follows:
 To know which advertisement media puts more impact on the buying decision of students.
 To study the student’s preference level associated with different mobile service providers.
 To find out the students satisfaction towards the various service providers.

29. CHAPTER 3
RESEARCH METHODOLOGY
An attempt has been made in this chapter to explain the research process followed in the
present study. It includes objectives of the study, research design, sample size, research technique
and limitations of the study.
RESEARCH PROCESS:
Effective and efficient research involves a systematic adoption of the following steps, these
are:
1. Defining the objectives & scope of the study
2. Developing the research plan
3. Collecting the information
4. Analysing the information
5. Presentation of the findings
The above study was conducted on the following research pattern shown in the above five
steps of research process.
1. Defining the Objectives of the Study:
The subject matter for this research Project is to study the students preference towards the
various mobile service providers in Punjab. This project consists of different objectives. They are
as follows:
1. To know which advertisement media puts more impact on the buying decision of
students.
2. To study the student’s preference level associated with different mobile service
providers.
3. To find out the students satisfaction towards the various service providers.
Scope of the Study:
As learning is a human activity and is as natural, as breathing. Despite of the fact that learning is all
pervasive in our lives, psychologists do not agree on how learning takes place. How individuals
learn is a matter of interest to marketers. They want to teach consumers in their roles as their
roles as consumers. They want consumers to learn about their products, product attributes,

30. potential consumers benefit, how to use, maintain or even dispose of the product and new ways
of behaving that will satisfy not only the consumer’s needs, but the marketer’s objectives.
The scope of my study restricts itself to the analysis of students preferences, perception of
different mobile service providers.
2. Developing the research Design:
The research design covers the aspects relating to data sources, research approach, and
research instruments, sampling plan and contact method.
 Data Sources: The research plan can call for the collection of secondary data primary data
or both. Secondary data are those which are collected for another purpose and already
exist somewhere and whereby the primary data are gathered for specific purpose or for a
specific research objective in the present study.
The primary data are collected during the survey with the help of a questionnaire. On the
basis of this primary data the analysis, interpretation and the finding of the study have
been concluded and hence the primary objectives of the study are achieved.
The secondary data were collected from the different periodicals, books and articles published
in various magazines & journals viz. Business World, Business India, Business Today, Journal of
Advertising Research, Journal of Marketing, Advertising and Marketing, etc.
 Research Approach: The research approach used in this study was survey research.
 Research Instruments: Research Instruments consisted of a questionnaire. The
questionnaire was prepared keeping in view the objectives of the study. Questionnaire
prepared mostly consists of closed ended questions with multiple-choice answers.
 Prepared mostly consists of closed ended questions with multiple-choice answers.
 Sampling Plan: The following are included in the sampling plan for the purpose of
present study:
a) Universe of sample: The sample has been taken from the universe of MIMIT
College, Malout, D.A.V. College, Giddarbaha and Gure Nanak College, killianwali.
b) Sampling unit: The sampling unit consists of different individual respondents of
different genders, ages, and income groups from MIMIT College, Malout, D.A.V.
College, Giddarbaha and Gure Nanak College, killianwali.
c) Sample size: The sample size of the study is one hundred respondents.
d) Sampling procedure and Method: Non- probabilistic convenient sampling
technique has been used for the study. The respondents who were graduates or

31. postgraduates were contacted for the survey. However, contact method used to
contact the respondents was personal interview.
3. Collecting the Information:
The data collection is the most expensive and the most prone to error. The data was
collected through as interview of consumers through a non-disguised structured questionnaire.
4. Analysis the information (Data Analysis):
The information collected from the survey was analysed using different statistical
techniques and data interpretation techniques. The analysis techniques used in the present study
are:
 Factor analysis: This test has been applied on the statements pertaining to preference
of the respondents towards various mobile operators. The main purpose of this test is
to study the factors responsible for the attitude of the respondents towards the issue.
 Weighted Average Score: This has been calculated to study the importance of the
statement among the given set of statements.
5. Presentation of the findings:
The findings have been presented in the succeeding chapters in lucid style to accomplish
the objectives.
LIMITATIONS OF THE STUDY:
1) Due to paucity of time, money and resources, the sample size is limited to one hundred
respondents which may bring bias in the results.
2) The study is limited and the findings cannot be generalised.
3) The biasness on the part of the respondents may affect the findings and conclusions.
4) The questionnaire might be having some undetectable errors and limitations which
may affect the results.
5) Lack of knowledge of the concept on the part of the respondents may also affect the
findings and results of the study.

32. CHAPTER- 4
DATA ANALYSIS AND INTERPRETATION
Table 4.1. Gender ratio of the respondents
PARTICULARS NUMBER %AGE
MALE 40 40%
FEMALE 60 60%
Chart No. 4.1
INTERPRETATION:
The above pie chart show the respondents irrespective of their genders use mobile connection
of various operator. The graphical representation of the table shows that out of 100 respondents
40 were male and 60 were female. Majority of my respondents are female that are 60% and male
are 40%. The majority of female because she easily agree to fill my questionnaire but male are not,
they give many excuses.
Series1, MALE,
40, 40%Series1,
FEMALE, 60,
60%
Gender ratio of respondents

33. Table 4.2. Age ratio of the respondents
PARTICULARS NUMBER %AGE
10 to 20 40 40%
20 to 30 60 60%
30 to 40 0 0%
40 & Above 0 0%
Chart No. 4.2
INTERPRETATION:
The above pie chart show the respondents irrespective of their Age use mobile connection of
various operator. The graphical representation of the table shows that out of 100 respondents 40
were 10 to 20 and 60 were 20 to 30. Majority of my respondents are 20 to 30 that are 60% and 10
to 20 are 40%.
40%
60%
0% 0%
Age ratio of the respondents
10 tO 20
20 to 30
30 to 40
40 & Above

34. Table 4.3. Residence of Respondents
PARTICULARS NUMBER %AGE
Urban 65 65%
Rural 35 35%
Chart No.4.3
INTERPRETATION:
The above pie chart show the respondents are belong to Urban and Rural. The graphical
representation of the table shows that out of 100 respondents 65 were Urban and 35 were Rural.
65%
35%
Residence of respondents
Urban
Rural

35. Table 4.4. Do you have any mobile Connection?
PARTICULARS NUMBER %AGE
Yes 100 100%
No 0 0%
Chart No. 4.4
INTERPRETATION:
The above table shows 100% of my respondents have mobile one and above. I took only those
people that have at least on connection, it is easy to take their view if they have mobile. So all my
100 respondent have mobile connections.
Percentage of respondents that have mobile connection
Yes
No

36. Table 4.5. Which service are you using?
PARTICULARS NO. OF RESPONDENTS
Prepaid 62
Postpaid 38
Chart No. 4.5
INTERPRETATION:
The above pie chart show the percentage of respondents that use prepaid or postpaid services . in
the above table show Out of 100 respondents 62 were using prepaid connections while 38
respondents were using postpaid connections. The respondents give me view about, why the use
postpaid and prepaid service. In prepaid services it is easy to use service and no need to pay bill on
bill counters, but in postpaid we use service unlimited no need to recharge. So the maximum
numbers of people are used prepaid service.
Series1,
Prepaid, 62,
62%
Series1,
Postpaid, 38,
38%
Service that used by respondents

37. Table 4.6. How many mobile connections do you have?
PARTICULARS NO. OF RESPONDENTS
1 81
2 19
3 0
Chart No. 4.6
INTERPRETATION:
The above pie chart show every respondents have one or above mobile connections. Out of 100
respondents 81 have one connection 19 have two connection. To carry above one connection the
respondents give me many reasons coverage ,roaming, internet, call charges, sms packs and other
value added service that are different on various mobile operators
Series1,
1, 1, 17%
Series1, 2, 2,
33%
Series1, 3, 3,
50%
Percentage of connections of respondents

38. Table 4.7. Which Mobile connections are you currently using?
PARTICULARS NO.OF
RESPONDENTS
AIRTEL 52
VODAFONE 33
BSNL 6
IDEA 6
RELIANCE 2
TATA INDICOM 1
Chart. No. 4.7
INTERPRETATION:
The above pie chart show maximum number of people are using airtel that are 52% due to good
services like coverage , roaming ,internet call charges and other valuadded services.33% of
respondents are using Vodafone due to low call charges and sms pack and good network coverage
.6% are using BSNL due to low call charges ,low cost it is cheap mobile operator and good
coverage.6% are using IDEA due to low cost and coverage .2% using reliance due to good cdma
network,1% using tata indicom.
Series1, AIRTEL,
52, 52%
Series1,
VODAFONE, 33,
33%
Series1, BSNL,
6, 6%
Series1, IDEA, 6,
6%
Series1,
RELIANCE, 2,
2%
Series1, TATA
INDICOM, 1, 1%
Mobile operator that used by respondents
AIRTEL VODAFONE BSNL IDEA RELIANCE TATA INDICOM

39. Table 4.8. Which would you prefer for business point of view?
PARTICULARS NO.OF
RESPONDENTS
AIRTEL 50
VODAFONE 35
BSNL 8
IDEA 7
RELIANCE 0
TATA INDICOM 0
Chart No.4.8
INTERPRETATION:
The above pie chart show maximum number of Businessman is using airtel that are 50% and 35%
of Businessman are using Vodafone. 8% are using BSNL and 7% are using IDEA due to low cost and
coverage.
50%
35%
8%
7%
prefer for business point of view
Airtel
Vodafone
BSNL
Idea

40. Table 4.9. Are you satisfied with the services?
PARTICULARS NUMBER
Yes 79
No 21
Chart. No. 4.9
INTERPRETATION:
The above table shows satisfaction of respondents, Out of 100 respondents 79 respondents were
satisfied with the services of there particular service providers while only 21 were not satisfied.
The unsatisfied respondents are suffering from low quality voice and high cost of connection
maintenance, some suffering from busy network ,coverage etc.
Series1, Yes,
79, 79%
Series1, No,
21, 21%
Satisfaction level of respondents

41. Table 4.10. Which companies provide better 3G services?
PARTICULARS NO.OF
RESPONDENTS
AIRTEL 25
VODAFONE 15
BSNL 0
IDEA 0
RELIANCE 10
TATA INDICOM 0
ANY OTHER( TATA DOCOMO) 50
Chart No. 4.10
INTERPRETATION:
The above pie chart show maximum number of Respondents is choosing Any Other (TATA
DOCOMO) that are 50% and 25% of Respondents are using Airtel. Last 15% are using Vodafone
and 10% are using Reliance due to Good 3G services.
50%
25%
15%
10%
companies provide better 3G services
Any Other
Airtel
Vodafone
Reliance

42. Table 4.11. Which facility attracts you most?
PARTICULARS NO. OF
RESPONDENTS
COVERAGE 60
CALL CHARGES 21
ROAMING CHARGES 2
G.P.R.S. 15
OTHERS 2
Chart. No. 4.11
INTERPRETATION:
The above table show the facilities that are attract the respondents that are Out 100 respondents
60% respondents were attracted by the coverage facility that provide by all operator like airtel
bsnl tata reliance idea vodafone, 21% by call charges that provide by bsnl tata and relience, 2% by
roaming charges provide by tata bsnl reliance and airtel, 15% by G.P.R.S that provide by airtlel and
spice while 2 were attracted by others.
Series1,
COVERAGE, 60,
60%
Series1,
CALL
CHARGES
, 21, 21%
Series1,
ROAMING
CHARGES, 2, 2%
Series1,
G.P.R.S.,
15, 15%
Series1,
OTHERS, 2, 2%
Services that attract the respondents
COVERAGE CALL CHARGES ROAMING CHARGES G.P.R.S. OTHERS

43. Table 4.12. Which advertisement media puts more impact on your buying decision?
PARTICULARS NO. OF RESPONDENTS
T.V. 31
MAGAZINES 2
NEWSPAPERS 22
INTERNET 29
OTHERS 16
Chart No. 4.12
INTERPRETATION:
The above pie chart show the impact of advertising media on buying decision of buyer, out of 100
,31% people know about mobile operator and its new schemes ,29% people are get information
through internet,22% people get information through newspaper ,2% of people from magazines
and rest are from other print and non print media like radio , pamphlets etc
Series1, T.V.,
31, 31%
Series1,
MAGAZINES, 2,
2%
Series1,
NEWSPAPERS,
22, 22%
Series1,
INTERNET, 29,
29%
Series1,
OTHERS, 16,
16%
Impact of media on buying decisions of respondents

44. Table 4.13. How much is your monthly expenses on mobile phones?
PARTICULARS NO. OF RESPONDENTS
Less than 150 29
150-350 53
350-500 11
Above 500 7
Chart No. 4.13
INTERPRETATION:
The above pie chart show the total monthly expense of respondent ,Out of 100 respondents most
of the respondents monthly expenses were 150-350 that are 53% , 29% had monthly expenses of
less than 150, 11% had 350-500 while only 7% were having monthly expenses of above 500. The
table shows the monthly expense of respondents most of people are between 150-350.
Series1, Less than
150, 29, 29%
Series1, 150-350,
53, 53%
Series1,
350-500,
11, 11%
Series1, Above
500, 7, 7%
Monthly expense of responents

45. Table 4.14. From how long you are availing the services of this particular service provider?
PARTICULARS NO. OF RESPONDENTS
1 year 31
2 years 47
3 years 17
More than 3 years 5
Chart No. 4.14
INTERPRETATION:
The above table show from how many time the respondent use particular service provider, Out
of 100 respondents 47% were availing the services of there particular service providers since 2
years, 31% since 1 year, 17% since 3 years while only 5% were availing the services from more
than 3 years. In this table most of people that use service from two year is 47%.and less above
three year are 5%.
Series1, 1 year,
31, 31%
Series1, 2 years,
47, 47%
Series1, 3
years, 17,
17%
Series1, More
than 3 years, 5,
5%
Time of availing the service by respondents
1 year 2 years 3 years More than 3 years

46. Table 4.15. Would you like to change your current service provider in future?
PARTICULARS No. OF RESPONDENTS
Yes 22
No 78
Chart. No. 4.15
INTERPRETATION:
In this table show the respondents preference to change their current service provider, Out of 100
respondents 78% did not want to change there current service providers while only 22%
respondents want to change there current service providers. The change made by respondents
due to many reason like call charges, coverage, network problem etc
Series1, Yes,
22, 22%
Series1, No,
78, 78%
Percentage of respondents want to change their mobile
opertor

47. CHAPTER- 5
SCOPE OF THE STUDY
As learning is a human activity and is as natural, as breathing. Despite of the fact that learning is all
pervasive in our lives, psychologists do not agree on how learning takes place. How individuals
learn is a matter of interest to marketers. They want to teach consumers in their roles as their
roles as consumers. They want consumers to learn about their products, product attributes,
potential consumers benefit, how to use, maintain or even dispose of the product and new ways
of behaving that will satisfy not only the consumer’s needs, but the marketer’s objectives.
The scope of my study restricts itself to the analysis of students preferences, perception of
different mobile service providers.
SHORT COMES OF THE STUDY
1) Due to paucity of time, money and resources, the sample size is limited to one hundred
respondents which may bring bias in the results.
2) The study is limited and the findings cannot be generalised.
3) The biasness on the part of the respondents may affect the findings and conclusions.
4) The questionnaire might be having some undetectable errors and limitations which
may affect the results.
5) Lack of knowledge of the concept on the part of the respondents may also affect the
findings and results of the study.

48. FINDING AND SUMMARY
Findings
Few years back mobile connections were not common among the students. But with the mobile
revolution now we can find almost every student with mobile phone 100 of my respondents have
mobile one and above. I took only those people that have at least on connection, it is easy to take
their view if they have mobile. So all my 100 respondent have mobile connections.
Every respondents have one or above mobile connections. Out of 100 respondents 81 have one
connection 19 have two connection. To carry above one connection the respondents give me
many reasons coverage ,roaming, internet, call charges, sms packs and other value added service
that are different on various mobile operators
Most of the students prefer prepaid connections than postpaid connections. Out of 100
respondents 62 were using prepaid connections while 38 respondents were using postpaid
connections. The respondents give me view about, why the use post paid and prepaid service. In
prepaid services it is easy to use service and no need to pay bill on bill counters, but in postpaid we
use service unlimited no need to recharge . so the maximum number of people are used prepaid
service.
Most preferred cellular company amongst the students is airtel and the least preferred company
is reliance maximum number of people are using airtel that are 5 due to good services like
coverage , roaming ,internet call charges and other valuadded services.33 of respondents are
using Vodafone due to low call charges and sms pack and good network coverage .6 are using
BSNL due to low call charges ,low cost it is cheap mobile operator and good coverage.6 are using
IDEA due to low cost and coverage .2 using reliance due to good cdma network,1 using tata
indicom.
Mostly the students are satisfied with the services provided by the different cellular companies,
Out of 100 respondents 79 respondents were satisfied with the services of there particular service
providers while only 21 were not satisfied. The unsatisfied respondents are suffering from low
quality voice and high cost of connection maintenance, some suffering from busy network
,coverage etc.
Maximum number of respondents were attracted towards the coverage facility and the least like
the roaming services, facilities that are attract the respondents that are Out 100 respondents 60
respondents were attracted by the coverage facility that provide by all operator like airtel bsnl

49. tata reliance idea vodafone, 21 by call charges that provide by bsnl tata and relience, 2 by roaming
charges provide by tata bsnl reliance and airtel, 15 by G.P.R.S that provide by airtlel and spice
while 2 were attracted by others.
T.V. and internet are the best media advertisements that put more impact on the students buying
decisions , the impact of advertising media on buying decision of buyer, out of 100 ,31 people
know about mobile operator and its new schemes ,29 people are get information through
internet,22 people get information through newspaper ,2 of people from magazines and rest are
from other print and non print media like radio , pamphlets etc
The monthly expense of maximum students was ranging from 150-300. Out of 100 respondents 47
were availing the services of there particular service providers since 2 years, 31 since 1 year, 17
since 3 years while only 5 were availing the services from more than 3 years. In this table most of
people that use service from two year is 47.and less above three year are 5.
Maximum number of students are loyal to there particular service providers and they were using
there connections since 2 years. Out of 100 respondents 78 did not want to change there current
service providers while only 22 respondents want to change there current service providers. The
change made by respondents due to many reason like call charges, coverage, network problem etc
Summary
Few years back mobile connections were not common among the students. But with the mobile
revolution now we can find almost every student with mobile phone. Most of the students prefer
prepaid connections. Most preferred cellular company amongst the students is airtel and the
least preferred company is reliance. T.V. and internet are the best media advertisements that put
more impact on the students buying decisions. The preferred service provider is airtel that give
many service and satisfy most to the student with their services.

50. SUGGESTIONS & RECOMMENDATIONS
 The students are most preferred Airtel due their good service like coverage roaming,
internet packs, low call charges at night, sms packs ,ring tones ,caller tones ,downloading
services(airtel live ) etc .that attract the student most . Other operator like Vodafone , Bsnl
, Idea, Reliance , Indicom should give services like airtel to stay in market and compete the
competitor.
 To carry above one connection the respondents give me many reasons coverage ,roaming,
internet, call charges, sms packs and other value added service that are different on
various mobile operators. The operator should give all service on connection to face
competition and stay in market.
 The student are preferred to use prepaid service so operator should target prepaid service
to student and give new service like roaming, internet packs, low call charges at night, sms
packs ,ring tones ,caller tones ,downloading services and other value added service on
prepaid connections.
 The operators that give good services like Airtel that satisfy the student most. The
students are satisfied when they get good service from operator .so all operators should
give well services to satisfid the student.
 The operator like Bsnl , Idea , Vodafone should increase their network coverage and low
call cost service , gprs pack , sms pack like airtel . Than they attract the student most.
Reliance recently starts their GSM service but it new no good service and not good
coverage.
 Tata indicom should start their GSM service like reliance and give good coverage and good
service to the student and other customer.
 The operator should give good services and attractive schemes to their loyal customers
that availing the service from long time. These schemes increase the customer loyalty.
 If the customer not satisfied with the service and want to change operator , contact with
this customer and give him support and new attractive schemes to retain them and make
them loyal customers.

51. REFERENCES
Journals and Books:
Beri G C, 2000, Consumer Behaviour & Marketing Research, Himalaya Publishing House, 3rd.
Edition.
Buerkler Erich 2005, ‘comparing prices for mobile services in India”, European Business Review ,
vol .5 pp 65
Goswami Divakar, Raghavendran Satish 2009, ‘mobile banking’ Journal of Business Strategy , vol.
6, pp .36
Kothari C. R. , 2004 , Research Methodology , New Age International , second edition.
Kotler Philip, Armstrong Gary, 2005, Principles of Marketing, Prentice Hall, 11th edition.
Malhotra, N.K. (2005), Marketing Research: An Applied Orientation, Pearson Education, Inc, 4th
Edition.
Schiffman, Leon G. and Kanuk, Leslie Lazar (1995), Consumer Behaviour, Prentice Hall of India Pvt.
Ltd., New Delhi.
Whalley Jason, Curwen Peter 2005 , ‘The Technological And Regulatory Issues Arising From The
Introduction Of TV Services On Mobile Handsets’ , European Business Review , vol-50 pp .56
Web Resources:
 www.trai.gov.in
 http://www.tataindicom.com
 http://www.rcom.co.in
 http://www.ideacellular.com
 http://www.bsnl.co.in/about.htm
 http://www.vodafone.in
 http://www.airtel.co.in
 http://www.ererald.com
 http://www.indianmba.com
 http://www.ibsrocks.com

52. APPENDIX
QUESTIONNAIRE
FOR
“A STUDY OF VARIOUS MOBILE OPERATORS PREFERED BY COLLEGE STUDENTS”
NAME: MOBILE NUMBER:
EMAIL ID: COLLEGE NAME:
ADDRESS:
1. Gender ratio of the respondents
Male Female
2. Age ratio of the respondents
10-20 30-40
20-30 40 & Above
3. Residence of respondents
Urban Rural
4. Do you have any mobile Connection?
Yes No
5. Which service are you using?
Prepaid Postpaid
Ask why? ..................................................
6. How many mobile connections do you have?
1 2
3 >3

53. 7. Which Mobile connection are you currently using?
Airtel Vodafone
BSNL Idea
Reliance Tata indicom
Any Other
8. Which would you prefer for business point of view?
Airtel Vodafone
BSNL Idea
Reliance Tata indicom
Any Other
9. Are you satisfied with the services?
Yes No
If yes why? …………………………………………………………………………..
If no why? ...........................................................................
10. Which companies provide better 3G services?
Airtel Vodafone
BSNL Idea
Reliance Tata indicom
Any Other
11. Which facility attracts you most?
Coverage Call charges
Roaming facility G.P.R.S
Others
Specify………………………………………………………………

54. 12. Which advertisement media puts more impact on your buying decision?
T.V Magazines
Newspapers Internet
Others
13. How much is your monthly expenses on mobile phones?
Less than 150 150-350
350-500 Above 500
14. From how long you are availing the services of this particular service provider?
1 year 2 years
3 years More than 3 years
15. Would you like to change your current service provider in future?
Yes No
If yes then why…………………………………………………………………
STUDENT SIGNATURE: _____________________
I SAHIL GROVER, APPRECIATE YOUR HONEST FEEDBACK AND SINCERELY THANK YOU FOR
PARTICIPATING IN THIS SURVEY.