A project report
on
Customer Satisfaction study for Reliance Communication: a explorative study done by IMRB
international, Bhubaneswara project report submitted to
Regional College of Management Autonomousin partial fulfillment for
PGDM degree
Submitted By:Prafulla Kumar panda
Regd no. – 1001247099
Project guide Faculty guide Mrs.Unmita jena (Field Manager) Prof. Soumendra K Patra (OM)IMRB International, Bhubaneswar Asst. Professor, RCMA, Bhubaneswar
REGIONAL COLLEGE OF MANAGEMENT AUTONOMOUS
BHUBANESWAR, ORISSA
1
DECLARATION
I, Prafulla Kumar Panda, pursuing MBA (Master of Business Administration) from Regional College
of Management Autonomous, Bhubaneswar, do hereby declare that this project on “CUSTOMER
SATISFACTION STUDY FOR RELIANCE COMMUNICATION” undertaken by me is a true
work of myself and is not submitted to any other university or published at any other time before the
purpose of any degree. All data regarding IMRB International is solely meant for academic use only.
Place:
Date: Prafulla Kumar panda Regd. No. 1001247099
ACKNOWLEDGEMENT2
The successful completion of the present research work conducted by me has been possible
under the able and sincere guidance of Mrs.Unmita jena (Field Manager, IMRB) his persistent
supervision and cooperation has been the source of inspiration for me carries the survey. My
deepest gratitude to him and Mr. Chandan Nayak (Field Executive, IMRB) and Mr. Manas
Ranjan Sahoo (Team leader) for making my task easier with their profound advice which has
been of immense value to me.
At last I thanks to all respondents, whom I interviewed and who has given me their valuable time
and views regarding this topic and they has helped me to understand the issues related to this
topic.
Prafulla kumar panda
Regd. No. 1001247099
3
Table of contentChapter-I Page No.
1.1 Introduction
1.2 Background of the study
1.3 Objectives of the study
1.4 Scope of the study
Chapter-II
2.1 Secondary Literature Review
2.2 Marketing as a concept
2.3 Marketing Research
Chapter-III
3.1 Company Profile – IMRB
3.2 Introduction to the company
3.3 IMRB International
3.4 Clients of IMRB International
3.5 Company’s Vision & Mission
Chapter-IV
4.1 Research Methodology
4.2 Data Source
4.3 Sampling
4.4 Data Collection
4.5 Sampling Methodology
4.6 Limitations and future research
Chapter-V Data Analysis & Interpretation
5.1 Data Analysis & Interpretation
5.2 Findings
Chapter-VI Suggestion & Conclusion.
6.1 Suggestion4
1.2 Background of the Study
As the Title of the project suggests, CUSTOMER SATISFACTION STUDY FOR RELIANCE
COMMUNICATION “This project is all about customer satisfactions of reliance communication.
The population of this city growing rapidly so as the market size. Due to the technological advance
changing preference of the consumers. There is cut and throat competition in the market. As the per
capita income of the city is increasing, it leads to betterment in living standard of people, it provide
ample opportunity for the telecom companies to increase their market penetration. Since every
company wants to enjoy the major market share, so it became indispensible for all the existing
companies to make strategic and tactical moves frequently.
It is India’s leading integrated telecommunication company with over 77million customers. Our
business encompasses a complete range of telecom services covering mobile and
fixed line telephony. It includes broadband, national and international long distance services and
data services along with an exhaustive range of value-added services and applications. Our constant
endeavour is to achieve customer delight by enhancing the productivity of the enterprises and
individuals we serve.
Objective of the study:
The following are the objectives of the study.
1. To study the problems faced by the respondents with Reliance Post-paid service and prepaid
service
2. To study customer satisfaction level on Reliance services.
3. To find out consumer preferences.
4. To analyze the level of awareness about Reliance products.
5. To make suggestions in the light of the findings of the study
Significance of the study:
The project I chose was a study on customer awareness and satisfaction for reliance post-paid
products. The title is very much significant considering the present global scenario. The awareness
level is the basic requirement for a company to sell its products in the market because if the
customers are not aware of the products, there would be no sale. Along with the awareness, the
companies have to keep a regular check on the satisfaction level of its customers to retain them. The
survey helps to find out the loopholes is the area of service being offered by the 7
company. Identifying those areas would help the company to minimize them and then they can go
for increasing customers.
Scope of the study:
The scope of the study is limited to the post paid services offered by Reliance Communications.
Study objective is to examine the various factors which play their part in customer buying behaviour
and the major dissatisfaction areas for the customers. The
study considered the urban area of Bhubaneswar city. The sample Under consideration consisted of
the existing customers of Reliance Communications.
AREA OF STUDY:
We have done research over three districts in Orissa on behalf of IMRB International and we have
collected relevant data. These two districts BHUBANESAR, CUTTACK. We also visited two
villages in each of the above mentioned districts. First we went to BHUBANESWAR district then
we went to CUTTACK. At last we conducted research and completed the research.
Background of the company:
COMPANY PROFILE
3.1 Introduction to the Company
Established in 1971, IMRB International is a pioneer in market research. A member of the Kantar
Group, WPP’s information, insight and consulting division. IMRB's footprint extends across 11
countries - India, Pakistan, Bangladesh, Sri Lanka, Dubai, Saudi Arabia, Egypt, Singapore,
Malaysia, Korea and London.
With over 1200 full time staff, IMRB provides high quality conceptualization, strategic thinking,
execution and interpretation skills. IMRB International is the only research company in India that
offers such a wide range of research based services to its clients. IMRB International's specialized
areas includes consumer market research both quantitative and qualitative, industrial market
research , business to business market research, social and rural market research, media research,
retail research , and consumer panels.
IMRB International has been offering for over 35 years, both general as well as specialist research
services to clients in India and overseas. IMRB International operates out of its five full service 8
offices in Mumbai, Delhi, Kolkata, Chennai and Bangalore and is supported by 15 other regional
centers for collection of survey information.
3.2 IMRB International,
Over 33 years of experience in researching India. We have five full service offices and thirteen field
offices in India. Our research supports 40 of the top 50 brands in the country. With one of the largest
field networks for custom research, knowledge of local culture, normative databases, specialists with
industry/ sector knowledge, and an international toolkit of research methods, IMRB International is
uniquely positioned to provide innovative solutions to any marketing issue. Cygnus is IMRBs
Knowledge Management System which connects every IMRB executive and helps enhance the
quality of the thinking that we provide to Clients. Product and Services IMRB International has
eight specialist units - 1)Probe Qualitative Research (PQR) 2)Social and Rural Research Institute
(SRI) 3)Media & Panel Group 4)CSMM: Partners in Managing Stakeholder Relationships 5)BIRD:
Research-based Consultancy for B2B and Technology Markets 6)etechnology Group@IMRB
7)IMRB MindTech Systems: Software development house 8)Abacus Research: Data Processing
House to the World IMRB International, in association with Mill ward Brown, offers Advanced
Tracking Programmers, Brand Dynamics and the Link pre-test as well as other MB services
throughout this region. With over 1000 ads pre-tested, over 200 on-going ad and brand health
tracking research studies, over 400 brand equity studies, we have a good understanding of how
communications work, what works best and how we can best leverage the advantage that our Clients
brand has over competition. Probe Qualitative Research is one of the pioneers of qualitative research
in India and has executives specially trained in India and overseas in qualitative research methods.
Drawing on learning from ethnography, psychology and anthropology, PQR has created a validated
tool-kit for new product development, brand launch, communication and brand building and
strengthening.
Ask to use PQRs Qualitative toolkit for actionable insights The Stairway to Success. The Media
Group has probably one of the most comprehensive media research services anywhere in the world
whether it is Press (NRS, measuring print passion), Television (TAM People meter systems,
Mapping minds and moods), Radio (continuous radio ratings), Outdoor (signage effectiveness), and
Internet and Media Multiplier studies. We run the countries only Household Purchase Panel with
over 70,000 households from 114 towns and 700 villages providing data on a monthly basis for over
50 product categories. So if you wanted to segment by shopping and usage behavior, or model the
sales effects of a price change or a promotional offer, the data, the models and the minds are
available to you. The Social and Rural Research Institute specializes in social research and in
conducting research on emerging rural markets. It has staff with special expertise in conducting 9
Knowledge, Attitudes & Practice (KAP) Studies on health and sanitation, water, environment and
other fields, in India as well as internationally. CSMM is part of the Walker Information Global
Network and is the first such specialist organization in India with an exclusive focus on customer
and employee satisfaction, reputation and stakeholder assessment. BIRD and the eTechnology
Group@IMRB has over a decade experience in telecom research, information technology, mass
media and convergence. It has been publishing the Internet in India studies, which is used by net-
driven businesses as strategic marketing input since 1998. The study on IT office products and
hardware is sponsored by MAIT and the software market tracks by NASSCOM. The Quality of
Basic and Cellular service is published quarterly by the Telecom Regulatory Authority of India
(TRAI).
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To cater to its growth , especially, its growing international business , IMRB Office is
looking for experienced quantitative market researchers at all levels as well as trainee
MBAs and postgraduates without Market Research experience for a career in quantitative
consumer research. IMRB International is South Asia’s leading market research consultancy
organization. IMRB International with over 800 full time staff and over 30 offices in
South Asia and the Middle East offers full spectrum research consultancy to leading
multinational and Indian clients in India and outside India.
International projects account for about a third of IMRB’s business. IMRB International is a part
of WPP’s Insights & Consultancy Division – Kantar.WPP, one of the world’s leading
communications service companies with billings of 36 billion, provides national, multinational and
global clients with advertising, media investment management, information, insight and consultancy,
public relations and public affairs; branding & identity, healthcare and specialist communications.
Collectively, WPP employs 91,000 people in over 2000 offices in 106 countries. WPP companies
include JWT, Ogilvy & Mather, Y&R Advertising, Grey Worldwide, and Mindshare. Kantar is one
of the world’s largest research, insight and consultancy networks and brings together a diverse group
of outstanding marketing insight and consulting companies. Kantar companies include: Mill ward
Brown, Research International, Added Value Group, BMRB, IMRB, BPRI, Glendenning
Management Consultants, Henley Centre Light speed (online) Research. The group operates in 160
offices across 60 markets worldwide. (For further information please visit: In India, IMRB
International is an autonomous division of Hindustan Thompson Associates Limited (HTA), HTA’s
divisions include JWT (Advertising), Fortune (Advertising), Thompson Connect (direct marketing),
IPAN (Public Relations).
3.3 Clients of IMRB International
IMRB works for a large number of clients – multinationals and Indian companies.
Some of IMRB’s leading & regular clients are
Bharti Airtel, Britannia,British American Tobacco (BAT), Cadbury, Castrol, Cavinkare, De Beers,
Radio Mirchi, Ford, Frito Lay, Gillette, Glaxo Smithkline, Heinz,Hero Honda, Honda, Hutch, ICICI
Bank, Idea Mobile, Indian Airlines, Indian Oil, Intel, ITC Ltd etc.
3.4 Company’s vision and mission:-
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VISION :
To be the agency of choice for marketers across the Middle East and North Africa region – by
consistently providing cutting-edge market research services from conceptualization .Through to
execution, interpretation and reporting, thereby enabling clients to take strategic decisions. By 2010
IMRB will be the leading research in India. We will leverage our strengths to execute
complex global-scale projects to facilitate leading-edge information and communication
services affordable to all individual consumers and businesses in India. We will offer
unparalleled value to create customer delight and enhance business productivity. We
will also generate value for our capabilities beyond Indian borders and enable millions of India's
knowledge workers to deliver their services globally.
MISSION
Service focus
Empowered Employees
Innovative Service
Cost efficiency
Accurate in survey
Loved by more customers.
Targeted by top talent.
Benchmarked by more business.
Post-paid and prepaid of reliance communication:
Post-paid plans: - paid Plans Post-paid PlansReliance communication is providing band width from 500 kbps to 20 mbps.It
also providing
different plans with different browsing speed with different charges.some of
its plans are given below such as,
Surf Addiction Plan and unlimited usage with flexible quarterly, half yearly and yearly
options or get the Freedom99 Plan which is easy on your pockets and gives you speed of up
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to 1Mbps at just Rs.99/month.
Details Surf addiction 500 KbpsBandwidth 500 Kbps
Free Data usage Unlimited
Quarterly Charges(Rs.) 1495
Half yearlty Charges(Rs.) 2495
Annual Charges (Rs.) 4990
Plan Freedom 99Advance Monthly Rental 99
Download Speed 1 Mbps
Bundled Data Usage 200 MB
Circuit Breaker Trigger 899
Max. Bill Guarantee (Rs.) 899
Speed after Circuit Breaker 300 Kbps
Data usage Charges Upto Max. Bill Limit 50 p/MB
Broadband Trump Plans
If Internet is what you swear and live by , then the Trump Plans are for you. unlimited broadband with speed of upto 8 Mbps
Details Trump 1299 Trump Plus 1799
Super Trump 2599
Advance Monthly Rental
1299 1799 2599
Bandwidth
4 Mbps upto 30 GB, thereafter 600 Kbps
4 Mbps upto 60 GB, thereafter 600 Kbps
8 Mbps upto 60 GB, thereafter 1 Mbps
Free Data usage Unlimited Unlimited Unlimite
d
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Broadband Galaxy Plans
Reliance brings to you the Superman of all broadband connections with Super speed of upto 20Mbps. Get the Galaxy Series Plan and experience what speed really is.
Plan Name Galaxy 10 Mbps Galaxy 20 MbpsDownload speed 10 Mbps 20 Mbps
Advance Monthly Rental 2499 2999
Bundled Data Usage 10 GB 20 GB
Additional usage charges(Rs.) 0.9/MB 0.5/MB
Peace of Mind Flat Fee Plans
Introducing New Range of Plans Flat fee or unlimited usage plans are
designed for total peace of mind. Enjoy 24 hours unlimited internet access for a fixed
monthly charge or economical quarterly/ annual options.
Choose from a wide range of speeds and budget options.
Plan Name Night Booster Zoom 1
Download speed Day 1 Mbps, Night^ 2 Mbps
Advance Monthly Rental 1499
Quarterly Rental(Rs.) 4497/4047
Half yearly Rental (Rs.) 8994/7495
Annual Rental 17988/13490
Bundled Data Usage Unlimited
Speed Select Plans
First time in India- Online Speed Selection
For the first time in India, we have introduced a plan which brings you the best of both
worlds: High speed and low monthly commitments in a single plan. With our Speed Select
Plan, you now have the flexibility to choose speeds from 100 Kbps to 1 Mbps while you surf.
These plans have minute-based billing allowing you to be in total control of your usage and
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your monthly bill.
Advance Monthly Rental Bundled usage (Rs.)
300 225
500 500
Plan speedUsage charges (Rs./Hr)Day(8 am-10 pm)
Night(10 pm-8 am)
100 Kbps# 15 10
300 Kbps 30 15
600 Kbps 45 22.5
1 Mbps 70 35
Note:
Installation charges Rs.500 extra
Speeds indicated are only upto our ISP Node and are given on best effort
basis as per TRAI guidelines.
Give rates are exclusive of taxes including service tax. The taxes will be
levied wherever applicable.
# This plan is not a broadband plan as per TRAI
Installation charges, security deposit & advance rental are payable at the
time of caf signing
Contention Ratio :
Sr. No
Services
Max. Contention Ratio for Home users
Max. Contention Ratio for Business users
1 Dial up 1:10 NA
2 Broadband 1:8 1:1
15
3
High Bandwidth Services
1:1 to 1:4 1:1 to 1:4
4 Leased line NA 1:1 to 1:4
Internet & broadband services are provided by Reliance Communications Infrastructure Limited (RCIL) having category "A" ISP license.
Prepaid plans:
epaid PlansAs a prepaid customer, one can manage his/her calling spends and now also avail the benefits of the Reliance Landline.
Prepaid vouchers
Start-up voucher
Installation and activation charges of Rs 500 (inclusive of service tax), validity 60 days. Get free usage
worth Rs. 500 on loading the start-up voucher, so effectively you pay zero installation charges for
Reliance landline.Refill vouchers with 30 days validity Refill vouchers with more than 30 days validity Reliance to Reliance voucher Validity extension voucher Top-up voucher
Tariff
Domestic call charges
Call type Effective* call charges for the Rs.1,122 voucher
Local to fixed lines Re. 0.90 / min
Local to mobiles &
intra-circle to all phonesRe.0.90 / min
Inter-circle to all phones Re .1.20 / min
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Benefit of intra-circle rates on calls made within following circle/state groups
Andhra Pradesh, Bihar + Jharkhand, Chennai + Tamil Nadu, Gujarat, Haryana, Himachal Pradesh, Karnataka, Kerala,
Kolkata + West Bengal, Madhya Pradesh + Chattisgarh, Mumbai + Maharashtra + Goa, Orissa, Punjab, Rajasthan, Uttar
Pradesh + Uttaranchal
Calls originating from one circle/state group to another circle/state group shall be treated as inter-circle calls, e.g. call from
Andhra Pradesh to Chennai + Tamil Nadu)
International long distance call charges
Countries Charges (Rs./ Min)
333 555 / 1,020 1,122 / 2,040 / 5,555 1,666
USA ^, Canada, and UK (Fixed) 7 6.5 6 5
UK (Mobile), Rest of Europe, Singapore,
Hong Kong, Malaysia, Indonesia &
Thailand
9 8.5 7.5 7
Rest of the world** 12 11 10 9
Calls made to RTL (Reliance Telecommunication Ltd) networks shall be treated as OFFNET calls and will be charged accordingly as per applicable tariff plans
Marketing as a concept
Marketing is the process by which companies create customer interest in goods or services. It
generates the strategy that underlies sales techniques, business communication, and business
developments. It is an integrated process through which companies build strong customer
relationship and creates value for their customers and for themselves
MARKET
In marketing, the term market refers to the group of consumers or organizations that is interested
in the product, has the resources to purchase the product, and permitted by law and other
regulations to acquire the product. The market definition begins with the total population and
progressively narrows as shown in the following diagram.
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Beginning with the total population, various terms are used to describe the market based on the
level of narrowing:
Potential market - those in the total population who have interest in acquiring the product.
Available market - those in the potential market who have enough money to buy the product.
Qualified available market - those in the available market who legally are permitted to buy the
product.
Target market - the segment of the qualified available market that the firm has decided to serve
(the served market).
Penetrated market - those in the target market who have purchased the product. In the above
listing, "product" refers to both physical products and services. The size of the market is not
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necessarily fixed. For example, the size of the available market for a product can be increased by
decreasing the product’s price, and the size of the qualified available market can be increased
through changes in legislation that result in fewer restrictions on who can buy the product.
4P MARKETING MIX
The marketing mix is probably the most famous marketing term. Its elements are the basic,
tactical components of a marketing plan. Also known as the Four P's, the marketing
mix elements are Price, Place, Product and Promotion.
Servicing Marketing will increase the mix to Seven P’s. They are People, Physical Evidence,
and Process.
Now a new Service Marketing Mix has been developed called as 7P service marketing mix for
service marketing.
4P MARKETING MIX
As stated above, marketing mix is created to satisfy customers and organizational objectives.
Hence today’s marketing strategies are more customer driven creating values form customer’s
perspective. In reality, customers do not only purchase any product or service but they purchase
the value/utility of that product or service. Through Marketing Mix a marketing manager attempts
to create and deliver customer value. All elements of marketing mix corresponding to the
value/utility. Because of services are usually produced and consumed simultaneously, customers
are often present in the firm’s factory, interact directly with the firm’s personnel, and are actually
part of the service production process. Also, because services are intangible, customers will often
be looking for any tangible cue to help them understand the nature of the service experience. For
example, in the HCL CDC (Service Sector) the design and décor of the products as well as the
appearance and attitudes of its employees will influence customer perceptions and experiences.
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PRODUCT: - The term "product" refers to tangible, physical products as well as services. Under
this heading a marketer needs to consider the thing that is being sold. This is not just the physical
product itself, but also anything related to how it is made, packaged and named. Under this
heading the marketer also needs to consider product/service options, the after-sales service,
warranties, and servicing. Here are some examples of the product decisions to be made:
Brand name
Functionality
Styling
Quality
Safety
Packaging
Repairs and Support
Warranty
Accessories and services
PRICE:- This heading refers to decisions about how much to charge for goods and services. It
may be easy for you as a manager to neglect this aspect of the mix in favor of the more 'glamorous'
promotion and product areas, but ultimately decisions over price affect the viability of a brand and
the profitability of an organization. Pricing is also much more complex than you might think.
Some examples of pricing decisions to be made include:
Pricing strategy (skim, penetration, etc.)
Suggested retail price
Volume discounts and wholesale pricing
Cash and early payment discounts
Seasonal pricing
Bundling
Price flexibility
Price discrimination
PLACE:- This heading refers to distribution. This means all aspects related to how goods and
services are 'moved' from the producers to the end user. This means the coordination of retailers
and/or wholesales and in the case of products the logistics involved in moving from
factory/warehouse/head office, to the end user. Distribution is about getting the products to the
customer. Some examples of distribution decisions include:
Distribution channels
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Market coverage (inclusive, selective, or exclusive distribution)
Specific channel members
Inventory management
Warehousing
Distribution centers
Order processing
Transportation
Reverse logistics
Promotion Decisions
PROMOTION:- In the context of the marketing mix, promotion represents the various aspects of
marketing communication, that is, the communication of information about the product with the
goal of generating a positive customer response. Marketing communication decisions include. This
heading refers to all types of communication that relate to a specific marketing campaign. This
includes communication with retailers and distributors, communication with purchasers and end
users and also internal communication with the sales force and other employees. Promotion is an
area with considerable I innovation. Marketers put great efforts into finding new ways to
communicate with consumers.
Advertising
Personal selling & sales force
Sales promotions
Public relations & publicity
Public relations & publicity
Limitations of the Marketing Mix Framework
2.6 MARKETING RESEARCH :
Research is the process of collecting and analyzing information about the customers you want to
reach, called your target market. This information provides you with the business intelligence
you need to make informed decisions. Market research can help you create a business plan,
launch a new product or service, fine tune your existing products and services, expand into new
markets, develop an advertising campaign, set prices, and/or select a business location.
Market research and marketing research are often confused. 'Market research is simply research
into a specific market. It is a very narrow concept. 'Marketing' research is much broader. It not 21
only includes 'market’ research, but also areas such as research into new products, or modes of
distribution such as via the Internet. Here are a couple of definitions:
"Marketing research is the function that links the consumer, customer, and public to the marketer
through information - information used to identify and define marketing opportunities and
problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and
improve understanding of marketing as a process. Marketing research specifies the information
required to address these issues, designs the methods for collecting information, manages and
implements the data collection process, analyzes, and communicates the findings and their
implications."
American Marketing association - Official Definition of Marketing Research Obviously, this is a
very long and involved definition of marketing research "Marketing research is about researching
the whole of a company's marketing process."
About its competitors:The major competitors are Airtel, Vodafone, Tata-Docomo, BSNL etc. \
Telecommunication companies in India Telecom GSM
Airtel
·BSNL
MTNL
·Reliance
·TataDoCoMo
·Vodafone
CDMA BSNL
·MTNL
·Reliance
·Tata Indicom
Wire line BSNL
·Airtel
·MTNL
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·Reliance
·Tata Indico·Out of which the airtel,tata docomo,Bsnl, and Vodafone are majore in Indian telecome
sectore and also in Orissa.
Some competitors of relianceAirtel:Bharti Airtel´ formerly known as Bharti Tele-Ventures Limited (BTVL) is among India's
largest mobile phone and Fixed Network operators. With more than 60million
subscriptions as of 13th February 2008 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,
ISPand 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 followingservices under the brand name
Airtel: Mobile Services (using GSM Technology),Broadband & Telephone Services (Fixed
line, Internet Connectivity (DSL) andLeased Line), Long Distance Services and
Enterprise Services(Telecommunications consulting for corporate).Leading international
telecommunication companies such as Vodafone andSingTel held partial stakes in
Bharti Airtel.In April 2006 Bharti Global Limited was awarded a telecommunications
license inJersey in the Channel Islands by the local telecommunications regulator the
JCRA.In September 2006 the Office of Utility Regulation in Guernsey awarded
GuernseyAirtel with a mobile telecommunications license. In May 2007 Jersey Airtel
andGuernsey Airtel announced the launch of a relationship with Vodafone for
islandmobile 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] InAugust 2007, the
company announced it will be launching a customized version of Google search engine
that will provide an 'array of services' to its broadbandcustomers.Airtel is proud to be the
trusted communications partner to India¶s leadingorganizations, working for them to meet
the challenges of growth Across India.Beyond India.The businesses at Bharti Airtel have
always been structured into three individualstrategic business units (SBU's) - Mobile 23
Services, Airtel Telemedia Services &Enterprise Services. The mobile business provides
mobile & fixed wireless.
VODAFONE ESSAR 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. It offers both prepaid and post-paid GSM cellular phone coverage
throughout India and is especially strong in the major metros. Vodafone Essar provides
2G services based on 900 MHz and 1800 MHz digital GSM technology, offering voice
and data services in 16 of the country's 23 licence areas.
OWNERSHIP:Vodafone Essar is owned by Vodafone 52%, Essar Group 33%, and other Indian
nationals, 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,
pippingReliance 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.
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.
Tata-Docomo:
24
Tata Teleservices Limited (TTSL) is part of the Tata Group of Companies, an Indian
Conglomerate. It runs the brand name Tata docomo in India in various telecom circles of
India. The company forms part of the Tata Group's presence 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
Mobileservices 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 citylimits. They launched a unique scheme providing lifetime rental free
connectivityon its mobile and fixed wireless for a onetime charge.Tata Teleservices is
part of the INR Rs. 119000 Crore (US$ 29 billion) TataGroup, that has over 87
companies, over 250,000 employees and more than 2.8million shareholders. With a
committed investment of INR 36,000 Crore (US$ 7.5)
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, TataTeleservices 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.The company, which heralded convergence
technologies in the Indian telecom sector, is today the market leader in the fixed wireless
telephony market with atotal customer base of over 3.8 million. Tata Teleservices¶
bouquet of telephony services includes Mobile services, Wireless Desktop Phones,
Public Booth Telephony and Wireline services. Other services include value added
services like voice portal, roaming, post-paid Internet services, 3-way conferencing, group
calling, Wi-Fi Internet, USB Modem, datacards, calling card services and enterprise
25
services. Some of the other products launched by the company include prepaid
wirelessdesktop phones, public phone booths, new mobile handsets and new voice &
dataservices such as BREW games, Voice Portal, picture messaging, polyphonic
ringtones, interactive applications like news, cricket, astrology, etc.Tata Indicom redefined
the existing prepaid mobile market in India, by unveiling their offering ± Tata Indicom
µNon Stop Mobile¶ which allows customers to receive free incoming calls. Tata
Teleservices today has India¶s largest branded.
BSNL:
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, and
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 Wireline, 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 within 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: Wireline, CDMA mobile, GSM Mobile, Internet, Broadband,
Carrier service, MPLS-VPN, VSAT, VoIP services, IN Services etc. Within a span of
five years it has become one of the largest public sector units in India. BSNL has installed
Quality Telecom Network in the country and now focusing on improving it, expanding the
network, introducing new telecom services with ICT applications in villages and wining
customer's confidence. Today, it has about 47.3million line basic telephone capacity,
4 million WLL capacity, 20.1 Million GSM Capacity, more than 37382 fixed exchanges,
18000 BTS, 287 Satellite Stations,480196 Rkm of OFC Cable, 63730 Rkm of Microwave
Network connecting 602Districts, 7330 cities/towns and 5.5 Lakhs villages.BSNL is the
only service provider, making focused efforts and planned initiatives to bridge the Rural-26
Urban Digital Divide ICT sector. In fact there is no telecom operator in the country to beat
its reach with its wide network giving services in every nook & corner of country and
operates across India except Delhi & Mumbai. Whether it is inaccessible areas of
Siachen glacier and North-eastern region of the country. BSNL serves its customers with
its wide bouquet of telecom services. BSNL is numerous Uno operator of India in all
services in its license area. The company offers vide ranging & most transparent tariff
schemes designed to suite every customer. BSNL cellular service, Cell One, has more
than 59454630 cellular customers, garnering 24 percent of all mobile users as its
subscribers. That means that almost every fourth mobile user in the country has a BSNL
connection. Internet Customers who access Internet through various modes viz. Dial-up,
Leased Line, DIAS, Account Less Internet (CLI). BSNL has been adjudged as
the NUMBER ONE ISP in the country. BSNL has set up a world class multi-gigabit, multi-
protocol convergent IP infrastructure that provides convergent services like voice, data
and video through the same Backbone and Broadband Access Network.
Research Methodology
Research refers to search for knowledge and it also can be termed as an art of scientific
investigation .Research is actually a voyage of discovery .we all possess the vital instinct
of inquisitiveness for, when the unknown confronts us, we wonder and our inquisitiveness
makes us probe and attain full and fuller understanding of the unknown .this intuitiveness
is the mother of all knowledge and the method ,which man employs for obtaining the
knowledge of whatever the unknown ,can be termed as research .
Objective of Research
The purpose of research is to discover answers to questions through the application of
scientific procedures. The main aim of research is to find out the truth which is hidden
and which has not been discovered yet.
The basic objective of this study i.e. customer’s satisfaction for Reliance communications
is to know they do’s and don’ts of the service provided by reliance communication.
All companies are always tries to become no.1 in the market, by analysing the customer
need and wants, market situation and rival companies market strategies.
So Reliance communication is also trying to know its position in the market by surveying
the market with certain questionnaire.
Significance of research:-
27
Significance research leads to inquiry, and inquiry leads to invention increase amount of
research make progress possible. Research includes scientific and inductive thinking and
it promotes the development of logical habits of thinking and organization.
Significance of this study is, one can know how different marketing strategies adopted by
reliance communication by modifying its product and services and by reverse
engineering.
We can also know the customer satisfaction level of using both prepaid and post-paid of
Reliance communication.
The managerial significance is we can know how to use four p’s i.e., product, price place,
promotion in different marketing conditions.
Methodology:
It seems appropriate at this juncture to explain the difference between research methods
and research methodology. Research methods may be understood as all those
methods/techniques that are used for conduction of research
Research Design:
A research design is the arrangement of conditions for collection and analysis of data
in a manner that aims to combine relevance to the research purpose with economy in
procedure. As such the design includes an outline of what the researcher will do from
writing the hypothesis and its operational implications to the final analysis of data.
Types of Research Design
Different research design can be conveniently described if we categorize them as:
1) Research design in case of exploratory research studies: Exploratory research studies also termed as formulative research studies. The main
purpose this studies is that of formulating a problem for more precise investigation or of
developing the working hypothesis from an operational point of view. The emphasis in
such studies is on the discovery of ideas and insights. One can mention few examples of
‘insight-stimulating’ cases such as the reactions of strangers, the reaction of marginal
individuals, and the study of individuals who are in transition from one stage to another.
2) Research Design In Case Of Descriptive and Diagnostic Research Studies:
28
Descriptive research studies are those studies which are concerned with describing the
characteristics of particular individual, or of a group, whereas diagnostic research studies
determine the frequency with which something occur or its association with something
else.
This study describes the phenomena under study.
The data collection here may relate to the demographic or the behavioural
variables of the respondents under study.
The research has got very specific objective, clear cut data requirements and
uses a large sample which is drawn through a probability sampling design.
The recommendations/findings in a descriptive research are descriptive.
Research Designs In Case of Hypothesis-Testing Studies: Hypothesis –testing research studies (generally known as experimental studies) are
those where the researcher tests the hypothesis of causal relationship between variables.
This fact inspired him to develop certain experimental designs for testing hypotheses
concerning scientific investigation. Today, the experimental designs are being used in
research relating to phenomena of several disciplines.
Sampling Design: A sampling design is a definite plan for obtaining a sample from a given population.
It refers to the techniques or the procedure the researcher would accept in selecting
items for the sample. Sample design may as well lay down the number of items to be
included in the sample. i.e. size of sample. Sample design is determined before the data
are collected.
Sample size: The sample size refers to the number of items to be selected from the universe
to constitute a sample. Here my sample size is 100 out of 1516(population).This sample
is selected randomly for prepaid customers and as the study is a purposive one, sample
size is selected by dividing total population into some homogeneous groups(Stratified
random sampling).
Probability Sampling: A probability sampling method is any method of sampling that
utilizes some form of random selection. In order to have a random selection method, you
must set up some process or procedure that assures that the different units in your
population have equal probabilities of being chosen. Humans have long practiced various 29
forms of random selection, such as picking a name out of a hat, or choosing the short
straw. These days, we tend to use computers as the mechanism for generating random
numbers as the basis for random selection.
In probability sampling, there are four major types of samplings, these are as follows
1. Simple random sampling
2.2. Stratified random sampling
3. Systematic sampling
4. Multistage cluster sampling
Secondary Data:
Secondary data is data taken by the researcher from secondary sources, internal or
external. Secondary Data is data or information that is already available. This data is
collected by a person or organization other than the use of the data.
For the secondary data I have taken the help of my company guide as well as the web
site of IMRB as well as web site of various telecom companies. Apart from this I have
also taken the help of some magazines, journals and from various published article.
During the course of the study, i have gone through the following steps,
I have joined in training program in IMRB International in 28th may 2011.
In the 1st day they gave the general briefing, the general briefing includes what is
all about the project? And what we are going to do and how to do?
They gave me the topic “customer satisfaction on study for reliance
communication “and gave us general idea about
Market research
Market survey
Sampling
Sample size
Marketing chief electoral rule and right hand rule.
Research mythology.
After that they conducted a written test and Mock call test (the test about How to
meet the customer and How to convince the customer).The objective of written test
is to know the level of knowledge of the trainee in research methodologies.
They gave a briefing on questionnaire design and told us how to ask questions to
the customers and what to ask?
30
In the 1st week of my field work, in IMRB i have conducted a survey on customer
satisfaction level of with reliance (post-paid and pre-paid) and reliance (post-paid
and pre-paid).
In the process, I met and ask the customers some questions to fulfill my objective.
RELIANCE
1. Pritabash panda 9337120152 m/s Sriram industries,ctc
2. Sanjeeb Ginodia 9337260459 New industrial area,ctc
3. Chiranjeeb pattanaik 9338121139 Thoria sahi,ctc
4. Bikram bishoi 9337777725 Gangadhar pur,ctc
5. Priya priyadarshni 9338090847 Tulasipur,ctc
AIRTEL
1. Bharat ku.panigrahi 9938170591 Phase-II,patia,BBSR
2. Biswajit ghadia 9937416674 Behera sahi,Nayapally
3. Debabrata Barik 9937440675 Firestation ,BBSr
4. Tapas ranjan nayak 8018869686 GA-203,C S Pur,BBSR
5. Soumya ranjan panigrahi 9937359150 Sailasree vihar,BBSR
TATA DoCoMo (pre-paid)
1. Biswajit sahoo 8093801096 Nayapally,behera sahi,bbsr
2. Ashirbad das 7504467034 Cs pur, bbsr
3. Nishikanta nayak 8093670928 Rasulagrh,BBSR
4. aswin das 7205266440 Crpsquare,bbsr
5. Pabitra chhatai 7205391972 Ga-204,cspur ,bbsr
TATA DoCoMo (post-paid)
1. Pradeep ku. sana 9040002084 Near dav public school.bbsr
2. Rasmiranjan mohapatra 8093071084 Cs pur,maître vihar,bbsr
3. ARCHANA samantaray
9040411071 Karavel nagar,bbsr
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Chapter-5
Before asking questions to the customers, we have given a show-card to customer for the rating.
SHOWCARD:
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Item Respondent
excellent 5
very good 4
good 3
fair 2
poor 1
This way we have to ask the following questions for the prepaid customers
1. You are using which service mobile provider?
Item Respondent
excellent 17
very good 11
good 6
fair 3
poor 3
The above table shows out of the total 40 respondents, 17 is from excellent, 11 from very good,6 from good,3 from fair and 3from poor.
Here out of the total 100 per cent 85.71 percent belongs to excellent, only 28% belongs to very
good, 27% belongs to good, 8% belongs to fair and only 5% belongs to poor.
2. What is your approximately monthly voucher charge?
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Item Respondent
excellent 15
very good 12
good 9
fair 3
poor 1
The above table shows out of the total 40 respondents, 15 is from excellent, 12 from very good,9 from good,3 from fair and 1from poor.
Here the pie chart shows that, out of the total 100 per cent 38 percent belongs to excellent, only 30%
belongs to very good, 22% belongs to good, 7% belongs to fair and only 3% belongs to poor.3. Are you facing any problem in network coverage?
Item Respondent
Excellent 17
Very good 10
Good 6
Fair 4
Poor 3
The above table shows out of the total 40 respondents, 17 is from excellent, 10 from very good,6 from good,4 from fair and 3 from poor.
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Here the above pie chart describes that, out of the total 100 per cent 46 percent belongs to excellent,
only 28% belongs to very good, 27% belongs to good, 8% belongs to fair and only 5% belongs to
poor
4. Are you satisfying in recharging in vouchers?
Item Respondent
excellent 14
very good 13
good 5
fair 4
poor 4
The above table shows out of the total 40 respondents, 14 is from excellent, 13 from very good,5
from good,4 from fair and 4 from poor.
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Here the above pie chart describes that, out of the total 100 per cent 42 percent belongs to excellent,
only 28% belongs to very good, 12% belongs to good, 11% belongs to fair and only 9% belongs to
poor.
5. Are you satisfying in talk time offer provided by the company?
Item Respondent
excellent 13
very good 12
good 9
fair 3
poor 3
The above table shows out of the total 40 respondents, 13 is from excellent, 12 from very good,9
from good,3 from fair and 3 from poor
Here the above pie chart describes that, out of the total 100 per cent 37 percent belongs to excellent,
only 31% belongs to very good, 25% belongs to good, 7% belongs to fair and only 5% belongs to
poor
6. Did you given any complain to the customer care regarding the service in mobile?
Item Respondent
excellent 18
very good 7
good 6
fair 3
37
poor 3
The above table shows out of the total 40 respondents, 18 is from excellent, 7 from very good, 6
from good, 3 from fair and 3 from poor.
Here the above pie chart describes that, out of the total 100 per cent 38 percent belongs to excellent,
only 25% belongs to very good, 19% belongs to good, 5% belongs to fair and only 5% belongs to
poor
7. What is your view point’s regarding about the company service?
Item Respondent
excellent 17
very good 11
good 6
fair 3
poor 3
The above table shows out of the total 40 respondents, 17 is from excellent, 11 from very good, 6
from good, 3 from fair and 3 from poor.
38
Here the above pie chart describes that, out of the total 100 per cent 38 percent belongs to excellent,
only 28% belongs to very good, 25% belongs to good, 5% belongs to fair and only 5% belongs to
poor
8. Are you chief wage earner in your family and what is your qualification?
Item Respondent
excellent 19
very good 10
good 6
fair 3
poor 2
The above table shows out of the total 40 respondents, 19 is from excellent, 10 from very good, 6
from good, 3 from fair and 2from poor.
Here the above pie chart describes that, out of the total 100 per cent 44 percent belongs to excellent,
only 28% belongs to very good, 15% belongs to good, 8% belongs to fair and only 5% belongs to
poor
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9. Do you give permission to circulate your mobile number to the company?
Item Respondent
excellent 15
very good 10
good 8
fair 4
poor 3
The above table shows out of the total 40 respondents, 15 is from excellent, 10 from very good, 8
from good, 4 from fair and 3 from poor.
Here the above pie chart describes that, out of the total 100 per cent 41 percent belongs to excellent,
only 29% belongs to very good, 16% belongs to good, 9% belongs to fair and only 5% belongs to
poor.
Questionnaire for post-paid customers:
There are some certain questions for the post-paid customers but above questionnaire design is same
for the both prepaid and post-paid customers. There only two questions are distinguish for the post-
paid customers. i.e. i asked to the Reliance post-paid customers particularly. These are as follows
1. Are you using one post-paid mobile?
40
Item Respondent
excellent 16
very good 10
good 5
fair 7
poor 2
The above table shows out of the total 40 respondents, 16 is from excellent, 10 from very good,
5 from good, 7 from fair and 2 from poor.
Here the above pie chart describes that, out of the total 100 per cent 38 percent belongs to excellent,
only 25% belongs to very good, 25% belongs to good, 7% belongs to fair and only 5% belongs to
poor.
2. What is your monthly approximately billing are coming?
Item Respondent
excellent 17
very good 11
good 7
fair 3
poor 2
41
The above table shows out of the total 40 respondents, 17 is from excellent, 11 from very good, 7
from good, 3 from fair and 2 from poor.
Here the above pie chart describes that, out of the total 100 per cent 39 percent belongs to excellent,
only 12% belongs to very good, 29% belongs to good, 8% belongs to fair and only 5% belongs to
poor.
3. Are you satisfying using the Reliance post-paid mobile?
Item Respondent
excellent 14very good 11good 7
fair 2
poor 3
The above table shows out of the total 40 respondents, 14 is from excellent, 11 from very good,
7 from good, 2 from fair and 3 from poor
42
Here the above pie chart describes that, out of the total 100 percent 40 percent belongs to excellent,
only 35% belongs to very good, 12% belongs to good, 8% belongs to fair and only 5% belongs to
poor.
Data analysis and Data interpretation:
From the above data analysis and data interpretation, we have got a satisfactory study on above
prepaid and post-paid mobile survey that the customers are using the prepaid mobile rather than the
post-paid mobile because of the call rate, service offer another facility. T h e teledensity of the
Country has increased from 18% in 2006 to 33% in December 2008, showing a
stupendous annual growth of about 50%, one of the highest in any sector of the Indian Economy.
The Department of Telecommunications has been able to provide state of the art world-class
infrastructure at globally competitive tariffs and reduce the digital divide by extending connectivity
to the unconnected areas. India has emerged as a major base for the telecom industry
worldwide. Thus Indian telecom sector has come a long way in achieving its dream of
providing affordable and effective communication facilities to Indian citizens. As a result common
man today has access to this most needed facility.
This study helped me to know different aspects of customer satisfaction regarding telecom
service provider.
This study also helped me to know different scheme and product provided by Reliance
Communication.
This study helped me to know the market base of Reliance Communication.
Through this study i conclude that advertisement plays as a pivotal role in marketing of
telecom industry’s product.
Reliance Communication has better advertisement strategy than its competitor.
Reliance Communication is more popular in student circles then others.
Reliance Communication provides wide range of handsets than others.
People prefer GSM (idea) service since they can switch easily due to large number of GSM
service provider.
Reliance Communication has good customer care service unit.
Conclusion:
This study helped me to know different aspects of customer satisfaction regarding telecom
service provider reliance communication and it also helped me to know different scheme and
product provided by Reliance Communication. Through this study i conclude that Customers have
43
both positive and negative views regarding Reliance communication such as, Reliance
communication always comes with different tariff plans, good network connectivity than its
competitors, high internet speed and some problems regarding documentation and connectivity to
customer care respectively. But after all it has good market share second to only Airtel but things
are changing due to MNP and hopefully it will overtake Airtel and one day it will become king of
Telecom sector.
Bibliography:
1) www.google.co.in
2) Marketing Management by Philip kotler.
3) IMRB Materials
5) Research methodology by C.R Kothari.
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