1. PROJECT REPORT
AT
“STUDY TO UNDERSTAND THE PURCHASE
BEHAVIOUR OF POST-PAID CUSTOMERS IN TRI-CITY”
(CHANDIGARH, MOHALI, AND PANCHKULA)
Submitted by:
INDERPREET KAUR UBHI
ROLL NO. 125
BATCH: 2008 – 2010
SECOND SEMESTER
Submitted to:
MS. MONICA THAKUR
(FACULTY GUIDE)
AMITY GLOBAL BUSINESS SCHOOL, CHANDIGARH

2. ACKNOWLEDGEMENT
I would like to acknowledge and extend my gratitude to the following
persons who have made the completion of this project possible:
First of all I would like to thank our Project Coordinator Prof. Ms. Monica
Thakur for her great help. As she is being my Project Coordinator she provided me very
necessary and important guidance and support until the submission of my project.
Secondly, I would like thank Prof. Ms. Shivali Dhingra, Head of Amity
Global Business School, Chandigarh to provide us such an exciting opportunity and for their
good help to provide a better coordination and control among all the activities related to
completion of the project.
I also want to thank Mr. Anand Dani, Head Acquisitions (Airtel) and Mr.
Saurabh Kalra, Marketing Manager (Airtel) to provide me right kind of training and
information helpful to my project.
I also thank all corporate world and friends to give me proper
guidance and support for preparing the project.
Inderpreet Kaur Ubhi
[2]

3. ABSTRACT
The project “STUDY TO UNDERSTAND PURCHASE BEHAVIOUR OF POST-PAID
CONSUMERS IN TRI-CITY” describes about the behaviour of consumers who are using
post-paid connection and the reasons why they selected that particular service provider. The
study also includes the desired demands of the consumers, their perception about the various
service providers and their advertisements. The project gives the detailed study that why
Airtel customers prefer Airtel as their service provider and why other consumers using
competitor’s brand, their satisfaction level from the brand they are using.
According to latest statistics (reference: www.coai.com), Airtel has maximum market share
all over India but in Punjab circle, the post-paid connection sales of Airtel is less than Idea
and has close competition with Vodafone. Therefore, the focus of project is on Airtel, Idea
and Vodafone. Consumers prefer Airtel because of its network coverage and services,
whereas Idea is preferred for its tariffs (call charges). Vodafone is preferred by those
consumers who want more talk time on a particular number or when preference of consumer
is on a specific factor.
It was very difficult to cover all post-paid consumers from a Tri-city, so the study is restricted
to only 300 respondents covering retail consumers (individuals), corporate consumers
including government sector also. The sampling technique used is Convenience sampling and
data is collected from Questionnaire as primary data and secondary data is collected with the
help of internet, official service provider’s website, posters etc.
[3]

4. TABLE OF CONTENTS
SUBJECT PAGE
1. Introduction
1.1 Consumer 05
1.2 Company Profile 06
1.3 Product Introduction 08
1.4 Scope of the study 13
1.5 Objective of the study 13
2. Materials and Methods
2.1 Research Methods 14
2.2 Research Methodology 14
2.3 Details of research methodology 14
2.4 Data collection 15
2.5 Nature of the study 15
3. Analysis and Interpretation
3.1 Detailed analysis 16
3.2 Perception about Airtel 42
3.3 Review of Airtel customers 45
4. Findings and conclusions 56
5. Recommendations 57
[4]

5. 6. Limitations 58
7. Appendices
7.1 Analysis of Idea 59
7.2 Analysis of Vodafone 62
8. SWOT analysis 65
9. Bibliography 68
10. Questionnaire 69
1. INTRODUCTION
1.1 Consumer
A consumer is an individual who purchase or has the capacity to purchase goods and services
offered for sale by marketing institutions in order to satisfy personal or household needs,
wants or desires.
According to a statement made by Mahatma Gandhi, ‘consumer refers to the
following, “A consumer is the most important visitor on our premises. He is not dependent on
us. We are dependent on him. He is not an outsider to our business. He is part of it. We are
not doing him a favour by serving him. He is doing us a favour by giving us an opportunity to
do so”. So consumer is like the blood of our business and also a satisfied customer is a word
of mouth advertisement of a product / services.
Consumer Satisfaction:
Every human being is a consumer of different produces. If there is no consumer, there is no
business. Therefore, consumer satisfaction is very important to every business person.
According to Philip Kotler consumer satisfaction is defined on, “personal feeling of pleasure
resulting from comparing a product’s pursued performance in relation to his /her
expectations”.
[5]

6. Consumer attitude measurements are taken on either potential buries or existing
client’s buries in order to identify their characteristics. Why should the competent market
engineer conduct consumer research? Consumer’s surveys can provide the researcher with a
wealth of information, valuable of the marketing function.
Detailed information regarding the customer in a market will provide the basic
platform for all marketing decisions. Marketing decision maker needs descriptive information
about the total potential unit and dollar sales in each segment. Perhaps the most important one
is that a seller needs to be aware of the relevant objective and need of consumer and how
their objectives might best be served by the products.
Importance of consumer satisfaction:
The needs to satisfy customer for success in any commercial enterprise is very obvious.
The income of all commercial enterprise is derived from the payments received for the
products and services supplied to its customers. If there is no customer there is no income and
there is no business. Then the core activity of any company is to attract and retain customers.
It is therefore no surprise that Peter Drucker the renowned management Guru, has said “to
satisfy the customers is the mission and purpose of every business”.
Satisfaction of customer is essential for retention of customer’s and for continuous
sales of the products and services of the company to customers. This establishes the needs for
and the importance of customer satisfaction. The satisfaction of consumers is different from
one to another. Became, each consumer has the different behaviour in their life. So, the
marketer satisfies the consumer, he must very well know the behaviour of consumer.
Consumer behaviour:
The term consumer behaviour may be defined as the behaviour that consumer displays in
searching for purchasing, using, evaluating, producing, services and ideas which they expect
will satisfy their needs. In other words, “It is a study of physiological, social, physical,
behaviours of all potential customers as they become aware of evaluation, purchase and
consumption and tell other about products and services”.
1.2 Company Profile:
[6]

7. INTRODUCTION
BHARTI AIRTEL
Telecom giant Bharti Airtel is the flagship company of Bharti Enterprises. The Bharti Group
has a diverse business portfolio and has created global brands in the telecommunication
sector. Bharti has recently forayed into retail business as Bharti Retail Pvt. Ltd. under a MoU
with Wal-Mart for the cash & carry business. It has successfully launched an international
venture with EL Rothschild Group to export fresh agro products exclusively to markets in
Europe and USA and has launched Bharti AXA Life Insurance Company Ltd under a joint
venture with AXA, world leader in financial protection and wealth management.
Airtel comes to you from Bharti Airtel Limited, India’s largest integrated and the first private
telecom services provider with a footprint in all the 23 telecom circles. Bharti Airtel since its
inception has been at the forefront of technology and has steered the course of the telecom
sector in the country with its world class products and services.
The businesses at Bharti Airtel have been structured into three individual strategic business
units (SBU’s) - Mobile Services, Airtel Telemedia Services & Enterprise Services. The
mobile business provides mobile & fixed wireless services using GSM technology across 23
telecom circles while the Airtel Telemedia Services business offers broadband & telephone
services in 95 cities and has recently launched India's best Direct-to-Home (DTH) service,
Airtel digital TV. The Enterprise services provide end-to-end telecom solutions to corporate
customers and national & international long distance services to carriers. All these services
are provided under the Airtel brand.
[7]

8. BRAND AIRTEL
Airtel was born free, a force unleashed into the market with a relentless and unwavering
determination to succeed. A spirit charged with energy, creativity and a team driven “to seize
the day” with an ambition to become the most globally admired telecom service. Airtel, in
just ten years of operations, rose to the pinnacle to achievement and continues to lead.
As India's leading telecommunications company Airtel brand has played the role as a major
catalyst in India's reforms, contributing to its economic resurgence.
Today we touch people’s lives with our Mobile services, Telemedia services, to connecting
India's leading 1000+ corporate. We also connect Indians living in USA, UK and Canada
with our call home service.
Vision & promise
By 2010 Airtel will be the most admired brand in India:
1. Loved by more customers
2. Targeted by top talent
3. Benchmarked by more businesses
• We at Airtel always think in fresh and innovative ways about the needs of our
customers and how we want them to feel. We deliver what we promise and go out of
[8]

9. 2. MATERIALS AND METHODS
Search of knowledge, a careful investigation or enquiry, systematic effort to gain new
knowledge are called as “Research”. Research is a movement of knowledge from known to
unknown from the available place to the required place.
According to Clifford Wode, research is defined as “Defining and re-defining of
problems, formulating the hypothesis, collecting, organizing and evaluating data. Making
detections and reaching conclusions to determine whether fit the formulating the hypothesis”.
The purpose of research is to find out solutions to the problem, which has not been
discovered by anybody.
2.1 Research methods:
Those methods which are used by the researcher during the course of studying are research
problem are termed on research methods.
2.2 Research Methodology:
The research methodology, not only the research methods are but also consider the logic
behind the methods. They are in the contest of our research studied. And explain why we are
using a particular method or techniques and we are not using others.
[9]

10. 2.3 Details of Research Methodology:
• SAMPLING TECHNIQUE: Random Sampling
• SAMPLING UNIT: Corporate and Retail Customers in Tri-city and the locations
nearby
• SAMPLE SIZE: 300 respondents
• RESEARCH PERIOD: 3 to 4 weeks
2.4 Data Collection:
• PRIMARY SOURCES: The data has been collected directly from respondents with
the help of questionnaires.
• SECONDARY SOURCES: The secondary data was collected from internet like
official sites of different service providers, hoardings, posters, pamphlets etc.
2.5 Nature of the study:
In this study primary data are used.
COLLECTION OF DATA:
The data were collected from the respondents through the distribution of questionnaire.
AREA OF STUDY:
This study covers Tri-city and areas nearby.
SAMPLE SIZE:
The sample size of this study is 300.
TOOLS FOR ANALYSIS:
[10]

11. Along with the usual statistical tools such as tables, percentages, bar chart etc., the correlation
technique is used for analyzing the data and arriving at the conclusion.
.
3. ANALYSIS AND INTERPRETATION
1.1 Detailed Analysis:
1. Occupation:
Student 58
Job 107
Business 98
Housewife 24
Retired 10
Unemployed 3
3% 1%
Student
8% Job
19%
Business
33% Housewife
36% Retired
Unemployed
[11]

12. The study is performed on 300 respondents out of which the
post-paid connection is used or preferred by mostly
Businessmen, employed followed by students. The percentage
as shown in diagram, shared by each of them is 36%, 33%
and 19%. The rest weight age covered by housewives and
retired people.
2. How much is your monthly income?
<Rs 15,000 79
Rs 15,000 - Rs 30,000 116
Rs 30,000 - Rs 45,000 89
> Rs 45,000 16
5%
< Rs 15,000
26% Rs 15,000 - Rs 30,000
30%
Rs 30,000 - Rs 45,000
39%
[12] > Rs 45,000

13. Income plays very important part because it gives a rough
idea about the plan consumer can select. It also helps the
service providers to make plans according to the demand and
affordability of the consumer.Consumers who mostly prefer
post-paid connections are those who earn more than Rs
15,000.
3. Which service provider you are currently using?
Airtel 88
Vodafone 74
Idea 94
Tata Indicom 12
Reliance 13
BSNL 19
4% 5%6% Airtel
29% Vodafone
Idea
31% Tata Indicom
25% Reliance
BSNL
[13]

14. The study is done on 300 respondents and the figure above
shows the number of people using Airtel, Idea and Vodafone.
The percentage shared id 29%, 25% and 31%. There is a
close competition in these three major service providers.
4. You are using your connection since:
0-3 months 8
3-6 months 3
6-12 months 92
> 12 months 197
2%1%
0-3 months
3-6 months
31%
6-12 months
66%
> 12 months
[14]

15. 66% weight age clearly analyze that consumers are using
their post-paid connections for more than a year and
therefore, give an indication that either the they are satisfied
from their service provider or no recent plans made them to
shift from one service provider to another.
How much is the monthly expenses on mobile
5. connection you are using?
< Rs 150 0
Rs 150- Rs 350 11
Rs 350-Rs 500 78
> Rs 500 211
0% 4%
< Rs 150
26% Rs 150- Rs 350
Rs 350-Rs 500
70%
> Rs 500
[15]

16. The monthly expenses depends on two things:- first is usage
and second is rental.
This data shows that consumers who are using post-paid
connections pay more than Rs500 monthly but surely no one
pays less than Rs150 or Rs200.
6. How many minutes you use monthly?
< 200 27
201 – 400 78
401 – 600 103
> 600 92
9% < 200
31% 201 - 400
26%
401 - 600
34% > 600
[16]

17. This information is very important because it is the tendency
of a consumer to select a plan where they get some free air
time of few rupees or free minutes or some special discounts.
It also gives a picture that whether person is interested in
more calling, or in sending text, or in availing services etc.
The minutes mostly utilized by consumers is more than 400
resulting the bill amount exceeding Rs500.
7. How many text messages do you send?
< 25 53
26 – 50 82
51 – 100 69
> 100 96
[17]

18. The usage of text is less with businessmen whereas it is
very much in demand in students and with employed
consumers to some extent. Text messages help service
providers to make plans for a specific target audience.
Which feature of your service provider
8. forced you to use it?
Advertisements 88
Connectivity 97
Schemes 50
Goodwill 65
Advertisements
22% 29%
Connectivity
17% Schemes
32%
Goodwill
[18]

19. As shown in the chart the connectivity, goodwill and
advertisements are the main factors which attract any
consumer and therefore, majorly responsible for the
maximum sales of the connection.
What all services you use in your post-paid
9. connection?
CLIP 38
Roaming 14
Missed call alert 56
Call conference 89
GPRS 84
ISD 8
Others 11
2% 4% CLIP
12% 5% Roaming
Missed call alert
28% Call conference
19%
GPRS
[19] ISD
30%
Others

20. This data helped in a way to understand that what services
are in demand and what all services a consumer is getting
from their present service provider with respect to their
monthly expenses. The percentage shared by call conference
and internet clearly state that technology is attracts the
consumers and is a part their daily routine.
Do you think that you are spending more on your
10. mobile bill according to the usage?
Yes 168
No 132
44%
Yes No
56%
[20]

21. Many consumers think that they are spending more on their
mobile bills and this indicates that either the consumer using
wrong plan according to the usage or they concentrate more
on services than usage.
Is advertisement the reason to choose
11. any service provider?
Yes 123
No 177
41%
Yes No
59%
[21]

22. Many consumers prefer brands because of their favourite
stars or their liking towards the concept or audio etc. but
mostly consumers prefer any service provider because of its
goodwill or connectivity or schemes or some existing
customer suggested using that service provider.
Which type of advertisement mostly influences you to
12. choose any service provider?
Newspaper ad 31
TV ad 76
Existing User 113
Reference 80
10% Newspaper ad
27%
TV ad
25%
Existing User
38% [22]
Reference

23. As it is clearly shown in the chart that existing user very well
advertise the brand. It’s an indirect way of publicity but it is
only possible if the service provider maintains that
relationship with their customers and provides them full
assistance.
13. If you are permitted to retain your mobile number you
have, would you change your current mobile service
provider?
Yes 133
No 167
44%
Yes No
56%
[23]

24. Those consumers who feel that they are paying more for their
mobile bill or not satisfied from company, they prefer to
change the service provider.
14. If yes, which brand will you prefer?
Airtel 40
Vodafone 28
Idea 32
Tata Indicom 11
Reliance 14
BSNL 8
6% Airtel
11% Vodafone
8% 30%
Idea
24% [24] Tata Indicom
21%
Reliance

25. Consumers who do not want to change:-
Airtel 59
Vodafone 35
Idea 53
Tata Indicom 7
Reliance 5
BSNL 8
Airtel
4% 3% 5%
Vodafone
35% Idea
32% Tata Indicom
Reliance
21% BSNL
If we analyze both the charts, the similarity is that consumers using Airtel post-
paid connection done want to shift their brand and those who want to change
their service provider, they also prefer Airtel the most. So, it is very much clear
that existing users publicize the brands they trust.
15.Ranking of various mobile phone service
provider on the basis of priority:-
Airtel 81
Vodafone 74
Idea 70
Reliance 32
[25]

26. Tata Indicom 21
BSNL 22
Airtel
7% 7%
27% Vodafone
11% Idea
Reliance
23% 25% Tata Indicom
BSNL
Brands Airtel, Vodafone and Idea share a close competition
in the Punjab. Airtel is known for goodwill and network
coverage, Vodafone for its services whereas Idea is known for
its call charges and plans. So, these 3 service providers are
preferred in Tri-city.
While making purchase decisions, rank the factors you
16. considered in order of preference:-
[26]

27. Network Coverage 65
Monthly Rental 63
Tariff (Call charges) 68
Services (VAS) 28
Roaming Facilities 20
Customer Care 40
Schemes & Promos 16
Network Coverage
5% Monthly Rental
13% 22%
Tariff (Call charges)
7% Services (VAS)
9% 21% Roaming Facilities
Customer Care
23%
Schemes & Promos
The most important part of the project is study of these
factors. According to the respondents, majority of them prefer
tariffs, rentals and network coverage out of which the highest
priority is the plan i.e. Monthly Rental and tariffs contributing
44% approx the total followed by Network Coverage with
22% weight age.
[27]

28. What is the preference of customers on the basis of
17. network coverage?
Local level 97
State level 101
National level 86
International Level 16
5% Local level
32%
29% State level
National level
34% International Level
Consumers in tri-city prefer plans where they prefer local
tariffs than that of national roaming. This is the main reason
why consumers prefer Idea in Punjab rather than Airtel or
Vodafone.
[28]

29. What is the preference of customers on
18. the basis of rentals?
High rentals 74
Mid rentals 134
Lower rentals 92
High rentals
31% 25%
Mid rentals
44%
Lower rentals
Consumers prefer mid rentals mostly because there they avail
full calling value which is used mostly by employed and
students whereas businessmen prefer high rental and
corporate prefer low rentals. The chart explains the weight
age shared by each.
[29]

30. What is the preference of customers
19. while choosing tariff?
CUG 55
Local calls 88
STD calls 70
ISD calls 25
Roaming 62
CUG
21% 18%
Local calls
9% STD calls
29% ISD calls
23%
Roaming
As it is clear from the analysis that consumers prefer local
calls or STD calls because it is best for businessmen and
employed as well as local calls usage is more by students.
[30]

31. What is the preference of customers
20. while choosing local tariff?
On net 129
Other mobile 115
Landline 56
19% On net
43%
Other mobile
38%
Landline
Students use plans where they prefer free airtime or calling
value. Businessmen or corporate use plans where call rate to
any mobile do not cost more.
[31]

32. Where is the usage of STD calls
21. more?
Northern India 174
Rest of the India 126
Northern India
42%
58% Rest of the India
Plans mostly offered by service providers are such where call
charges of STD numbers is cheap but local calls are quite
expensive. Tata Indicom and Reliance offers best plans in the
market when focus is on national plans or STD calls to
specific service provider.
[32]

33. What is the preference of customers when
22. they are travelling (i.e. roaming)?
Lower Incoming rates 131
Lower Outgoing rates 169
Lower Incoming
rates
44%
56% Lower Outgoing
rates
When consumers are on roaming, they prefer lower outgoing
calls because as such incoming is only preferred by students
or people went on vacation.
[33]

34. What services customer prefer in their
23. post-paid connection?
Missed call alert 81
Hello tunes 68
Call conference 76
Voice SMS 47
Others 28
Missed call alert
9%
27% Hello tunes
16%
Call conference
Voice SMS
25% 23%
Others
The working environment has changed a lot and so the needs
of consumers. Therefore, call conference and missed call
alerts are lot in demand. But a consumer expects less charge
on such services.
[34]

35. How many times have you called
24. customer care in last 3 months?
1-2 times 152
3-5 times 135
more than 5 times 13
4%
1-2 times
3-5 times
45% 51%
more than 5 times
Calling customer care is good at sometimes and bad when
customer calls a lot many times for problems. At one time it is
important because it helps company to realize what customers
expect from them and what they think about the brand. But
more calls to customer care also portraits a wrong
impression in consumer’s mind about the brand and services.
[35]

36. What is the preference of customers on the
25. basis of schemes and promos?
Lucky draw 39
Free gift 86
Free connection 78
Add-on 97
13% Lucky draw
32% Free gift
29% Free connection
26% Add-on
It’s consumer behaviour that they prefer a service where they
can get some extra advantage or special discounts. That is
why, free gift or add on packs are mostly preferred by
consumers.
[36]

37. What do you do when you receive promotional
26. scheme calls from your service provider?
Disconnect it 117
Discard it 96
Hear it partially 70
Hear it completely 17
6% Disconnect it
23% 39% Discard it
Hear it partially
32%
Hear it completely
The promotional calls made by service provider hardly
convince consumers because they feel they are disturbing. So
maximum number of respondents either disconnects such
calls or discards them.
[37]

38. 3.2 Perception about Airtel:
1. Rating of Airtel on various parameters by
consumers:
Coverage 61
Rental 55
Call charges 52
Roaming facilities 45
Schemes 25
Customer Care 52
Entry Cost 10
4% Coverage
17% 20% Rental
Call charges
9% Roaming facilities
18% Schemes
15% Customer Care
17% Entry Cost
According to consumers interacted, they think that Airtel is
best known for its coverage, rentals or call tariffs and
customer care service. To make stand in the market, it’s
important to care for your customers and clients.
[38]

39. 2. Consumer’s perception on Airtel advertisements:
Very Well 176
Somewhat well 103
Undecided 19
Not at all 2
6% 1%
Very Well
Somewhat well
34%
59% Undecided
Not at all
It is very much clear from the data chart that Airtel
advertisements catch attention and is liked by all which helps
in brand visibility.
[39]

40. 3. Order of media which influences consumers to
select service provider:
Electronic 79
Press 62
Radio 69
Internet 36
Handouts 54
Electronic
18%
26% Press
12% Radio
21% Internet
23%
Handouts
Advertisements which gains attention and visibility to brand
is electronic and radio followed by press or newspaper by
informing about company’s new ventures, business deals or
events etc.
[40]

41. 4. Consumers who wish to use Airtel in future:
Yes 158
No 142
47%
Yes No
53%
According to the research done, consumers want to use Airtel
as their service provider but some of them feel that the usage
they are looking for is not supported by the service provider
like: National plan etc.
[41]

42. 3.3 Review of Airtel customers:
 Ranking of factors considered by Airtel customers in
order of preference:-
Network Coverage
Monthly Rental
9% 20%
17% Tariff (Call charges)
16%
13% Services (VAS)
11% 14%
Roaming Facilities
Customer Care
Schemes & Promos
Airtel customers mostly prefer Airtel because of its best
coverage followed by courtesy, availability and resolution
capability of customer care service.
[42]

43.  Preference of Airtel customers on the basis of network
coverage:-
Local level
9%
34%
31% State level
National level
26%
International
Level
When considering network coverage, Airtel is known as
India’s leading telecom company because of its presence all
over the country and, therefore, this hold acts as major
strength for the company.
[43]

44.  Preference of Airtel customers on the basis of rentals:-
21% High rentals
35%
Mid rentals
44%
Lower rentals
Airtel customers interacted for the study are those who are
mostly using mid rental plans for their post-paid connection.
So, according to analysis, the sales are mostly because of
such plans. E.g. Airtel 325 plan.
[44]

45.  Preference of Airtel customers while choosing tariff:-
CUG
19% 17%
Local calls
11%
31% STD calls
22%
ISD calls
Roaming
As it is very much clear from the analysis that Airtel
customers prefer tariffs related to local calls because the
plans mostly used by the customers are mid rentals where the
local tariff is the main focus along with special discounts. E.g.
free minutes or free calls of certain value.
[45]

46.  Preference of Airtel customers while choosing local
tariff:
On net
14%
48%
38% Other mobile
Landline
The data analyzed clearly shows the demand of Airtel brand
in the market. Therefore, the plan demanded or preferred by
the customers is one where the call rate should be reasonable
and with free calling value to Airtel local numbers at least.
[46]

47.  Services preferred by Airtel customers in their post-
paid connection:-
Missed call alert
24% 16% Hello tunes
10% 22% Call conference
28% Voice SMS
Others (e.g. GPRS
etc.)
Respondents covered for the study are mostly businessmen,
employed and students. The most common nature noticed is
that they want instant facilities. So, demand for GPRS, Airtel
live, call conference etc. is quite high with them.
[47]

48.  Number of times approximately Airtel customers calls
customer care in last 3 months:-
1-2 times
14%
27%
59% 3-5 times
more than 5
times
“CUSTOMER IS KING” and therefore it’s important to
maintain good relations with the customers. It helps the
company to improve more and gives them vision to look
beyond customer’s expectation and provide them better
services and facilities.
[48]

49.  Preference of Airtel customers on the basis of schemes
and promos:-
lucky draw
28% 9%
Free gift
40%
23%
Free connection
Add on
Consumers mostly prefer enjoying free gifts with their mobile
connection or they prefer an additional facility like free
calling value to a family member.
[49]

50.  Customers of other service providers who want to shift
to Airtel:
Vodafone
13% 30%
7%
5% Idea
Tata
45% Indicom
Reliance
It is very much clear that customers of Airtel biggest
competitors want to become a part of the company. But the
usage of consumers may not be satisfied by the Airtel.
[50]

51.  Airtel customers who want to shift to other service
provider: -
0%
Vodafone
10% 7%
45% Idea
Tata Indicom
38%
Reliance
BSNL
Many Airtel customers want to shift to other service provider.
This may be because they are not satisfied from the service or
they may be feeling that other service providers can fulfill
their usage demand better.
[51]

52. 4. FINDINGS AND CONCLUSIONS
• According to the survey, Airtel Punjab is doing quite well providing their customers
the best quality services.
• The survey also shows that maximum numbers of the customers are satisfied from
their mobile service provider as they are associated with them from more than one
year.
• The purchase behaviour depends upon various factors such as: NETWORK
COVERAGE, MONTHLY RENTAL, TARIFFS, SERVICES, ROAMING
FACILITIES, CUSTOMER CARE AND SCHEMES & PROMOTIONS /
ADVERTISEMENTS.
• Airtel provides the best network coverage in state and country as well.
• But when it comes to monthly rentals or tariffs, Idea place its mark as it provides
cheaper plans in comparison with Airtel and Vodafone.
• Various value added services (VAS) are provided by all the service providers but still
Airtel is known for best quality services.
• When roaming is concerned, the biggest competitor of Airtel is Vodafone. Various
special / discount packs /toppings are floated in market by the service providers
especially focussing on national and international roaming.
• Comparing customer service or schemes / promos, Vodafone is the better service
provider than Airtel.
• Consumers are well impressed and convinced from the advertisements broadcasted by
Airtel, as advertisements provide Brand visibility.
• Over all customers are satisfied from the plans, discount packs, services etc. provided
by mobile service providers.
[52]

53. 5. RECOMMENDATIONS
• Airtel should bring up some plans with lower monthly rental with nominal call
charges but with additional free minutes or free airtime of amount same as that of
rental.
• Plan targeting women population can be a profitable business.
• Special facility should be provided at Airtel Relationship Centres (ARC), where
customers can be guided about the advantages of post-paid connection over prepaid
connection.
• The demand of national, international, or STD plans is increasing with corporate as
well as retail customer.
• There should be no compromise on service and network facility.
[53]

54. 6. LIMITATIONS
• The research is limited to only 300 respondents covering the Tri-city (Chandigarh,
Mohali and Panchkula) and nearby areas.
• The study is based on only Post-paid consumers.
• Comparison is done between the present leading mobile service providers of
Punjab.
• The leading service providers of Punjab are Idea, Airtel and Vodafone, therefore,
concentration is on GSM.
• This research is based on the present plans offered by all the service providers and
can change the result obtained from the analyzed data.
• The service provider is free to change their strategy any time, so this result is
temporary generated from present portfolio of all the providers.
[54]

55. 7. APPENDICES
7.1 ANALYSIS OF IDEA
Ranking of factors considered by Idea customers in order of preference:-
Preference of Idea customers on the basis of network coverage:-
Preference of Idea customers on the basis of rentals:-
[55]

56. Preference of Idea customers while choosing tariff:-
Preference of Idea customers while choosing local tariff:-
The usage of STD calls by Idea customers is more in:-
[56]

57. Preference of Idea customers when they are travelling (i.e. roaming):-
Services preferred by Idea customers in their post-paid connection:-
Number of times approximately Idea customers calls customer care in last 3 months:-
Preference of Idea customers on the basis of schemes and promos:-
[57]

58. INTREPRETATION:-After analyzing the above mentioned charts, it is clear that Idea’s
main focus is plan i.e. rental and tariff. The company’s strategy is to focus more on retail
customers by floating plans like low rental with nominal call value or mid rental with full
calling value and also providing free talk-time or free airtime for the same value as that of
rental.
7.2 ANALYSIS OF VODAFONE
Ranking of factors considered by Vodafone customers in order of preference:-
Preference of Vodafone customers on the basis of network coverage:-
[58]

59. Preference of Vodafone customers on the basis of rentals:-
Preference of Vodafone customers while choosing tariff:-
Preference of Vodafone customers while choosing local tariff:-
[59]

60. The usage of STD calls by Vodafone customers is more in:-
Preference of Vodafone customers when they are travelling (i.e. roaming):-
Services preferred by Vodafone customers in their post-paid connection:-
[60]

61. Number of times approximately Vodafone customers calls customer care in last 3
months:-
Preference of Vodafone customers on the basis of schemes and promos:-
INTERPRETATION: - From the above charts, the resultant is that Vodafone is best
known its services and customer care facility. Vodafone gives tough competition to other
service providers when corporate plans are concerned and now their prime focus are
network coverage and retail customers.
8. SWOT ANALYSIS
[61]

62. SWOT analysis is important for this project because it will help to compare the strategies
followed by the service providers. As you know, this project is to understand post-paid
consumer’s purchase psychology, so it’s very important to compare the plans floated by
various service providers. Airtel has maximum market share as shown below but when only
post-paid connections are concerned (in Punjab) then Idea stands at first place, Airtel at
second and Vodafone at third place. The reasons are explained in SWOT of all 3 providers.
Group Company wise % market share - June'2009
Name of Company Total Sub Figures % Market Share
Bharti Airtel 102367881 32.42%
Vodafone Essar 76449598 24.21%
BSNL 49073929 15.54%
IDEA 47088878 14.91%
Aircel 21798731 6.90%
Reliance Telecom 12401101 3.93%
MTNL 4297218 1.36%
Loop Mobile 2305640 0.73%
All India 315782976 100.00%
STRENGTHS
[62]

63. WEAKNESSES
OPPORTUNITIES
[63]

64. THREATS
[64]

65. 9. BIBLIOGRAPHY
BOOKS:-
• Marketing Research – G. C. Beri
• Research Methodology – C.R Kothari
• Principles of Marketing – Philip Kotler
WEB REFERENCES:-
• www.trai.gov.in
• www.coai.com
• www.cellbharat.com
• http://www.airtel.in/wps/wcm/connect/airtel.in/Airtel.In/Home/ForYou/Mobile/Postp
aid/
• http://www.tataindicom.com/t-postpaid-mobile-phone.aspx
• http://www.vodafone.in/existingusers/postpaid/morepostpaid/pages/postpaid.aspx
• http://www.ideacellular.com/IDEA.portal?
_nfpb=true&_pageLabel=IDEA_Page_ContentPostpaid
• http://www.rcom.co.in/webapp/Communications/rcom/index.jsp
[65]

66. 10. QUESTIONNAIRE
Full Name: _____________________________
Mobile No: - _____________________________
Sex: □ Male □ Female
Occupation:
□ Student □ Job □ Business □ Housewife
□ Retired □ Unemployed
Monthly Income:
□ < Rs 15,000 □ Rs 15,001 – Rs 30,000 □ Rs 30,001 – Rs 45,000
□ > Rs 45,001
Details:
1. How many mobile connections do you have?
□1 □2 □3 □ more than 3
2. Which type of connection you are using?
□ Pre-paid □ Post-paid □ Both
3. Which service provider you are currently using?
□ Airtel □ Vodafone □ Idea □ Tata Indicom □ Reliance
□ BSNL □ Others
4. You are using your connection since:
□ 0 – 3 months □ 3 – 6 months □ 6 – 12 months □ >12 months
5. Which present plan you are currently using on your post-paid connection?
______________________________________________________________________
6. How much is the monthly expenses on mobile connection you are using?
□ < Rs 150 □ Rs 150 – Rs 350 □ Rs 350 – Rs 500 □ > Rs 500
7. How many minutes do you use per month?
□ < 200 □ 201 – 400 □ 401 – 600 □ >600
8. How many text messages do you send?
□ < 25 □ 26 – 50 □ 51 – 100 □ >100
[66]

67. 9. Which feature of your service provider forced you to use it?
□ Advertisements □ Connectivity □ Schemes □ Goodwill
10. What all services you use in your post-paid connection?
□ CLIP □ Roaming □ Missed call alert □ Call conference
□ GPRS □ ISD □ others ______________________
11. Do you think you are spending more on your mobile bill according to your usage?
□ Yes □ No
12. Is advertisement the reason to choose any service provider?
□ Yes □No
13. Which type of advertisement mostly influenced you to choose the service provider?
□ Audio – visual □ Print □ Audio
14. From which source was your decision to buy post-paid connection influenced?
□ Newspaper Ad □ TV Ad □ Existing User □ Reference
15. If you are permitted to retain your current mobile phone number that you have, would you
change your current mobile phone service provider?
□ Yes □ No
16. If yes, which brand will you prefer?
□ Airtel □ Vodafone □ Idea □ Tata Indicom □ Reliance
□ BSNL □ others ______________________
17. Rank the following on the basis of pricing (priority):
PARAMETERS RANK
Airtel
Vodafone
Idea
Reliance
Tata Indicom
BSNL
18. While making purchase decisions, what are the factors you considered in order of preference:
Parameter Rank
Network Coverage
Monthly Rental
Tariff
Services (VAS)
[67]

68. Roaming facilities
Customer care
Schemes & Promos / Advertisement
19. What is your preferred ranking on the basis of network coverage?
Parameter Rank
Local level
State level
National level
International Level
20. What will be your preferred ranking on the basis of rentals?
Parameter Rank
High rental with lower call rates
Mid rental with full calling value
Low rental with nominal calling value
21. What is your order of preference while choosing tariff?
Parameter Rank
CUG
Local calls
STD calls
ISD calls
Roaming
22. What is your order of preference while choosing Local tariff?
Parameter Rank
On net (Same operator)
Other mobile
Landline
23. Where is your usage of STD calls more?
□ Northern India □ Rest of the India
24. What will be your preferred ranking when you are travelling (i.e. roaming)?
Parameter Rank
Lower incoming rates
Lower outgoing rates
[68]

69. 25. What services will you prefer in your post-paid connection?
□ Missed call alert □ Hello tunes □ Call conference □ Voice SMS
□ others _____________________
26. How will you rate customer care service on the basis of the following:
PARAMETER EXCELLENT V. GOOD AVERAGE FAIR POOR
Wait time
Availability
Resolution
Courtesy
27. How many times have you called customer care in last 3 months?
□ 1 – 2 times □ 3 – 5 times □ more than 5 times
28. What will be your preferred ranking on the basis of schemes and promos?
PARAMETER RANK
Lucky draw
Free Gift with every new connection
Free Connection (No Activation charges)
Add on (e.g. free calling to a family member)
29. What you do when you receive promotional scheme calls from your provider?
□ Disconnect it □ Discard it □ Hear it partially □ Hear it completely
30. Do you get convinced from these calls?
□ Yes □ No
31. Do you think these calls are often disturbing?
□ Yes □ No
32. Describe the order of SMS usage on your connection.
PARAMETER RANK
Mostly Local
Mostly STD
Both
33. What rating will you prefer to AIRTEL services on various parameters:
PARAMETER EXCELLENT V. GOOD AVERAGE FAIR POOR
Coverage
Rental
[69]

70. Call charges
Roaming facilities
Schemes
Customer care
Entry cost
34. How well did advertisement of AIRTEL catch your attention?
□ Very well □ somewhat well □ Undecided □ Not at all
35. Which order of media influenced you to select the service provider?
PARAMETER RANK
Electronic
Press
Radio
Internet
Handouts
36. In future do you wish to buy AIRTEL post-paid?
□ Yes □ No
37. Any special comments or suggestions for AIRTEL:
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
Date:-
Place:-
Signature:-
[70]