13489869 a-study-of-consumers-preference-and-satisfaction-towards-various-cell-phone-service-provides-110427230505-phpapp02

A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA

TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

CHAPTER ’ I
INTRODUCTION
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’.

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’.

noSo consumer is like the blood of

business and also a satisfied
customer is a word of mouth advertisement of a product / services.
our
1.1.CONSUMER SATISFACTION
Every human being is a consumer of different produces. If there is no
consumer, there is business. Therefore, consumer satisfaction is very
important to every business person.

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 surverys
can provide the researcher with a wealth of information, valuable of the
marketing function.

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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 need to be aware of the

relevant objective and need of consumer and how their objectives might best be
served by the products.

MARKET

The term market is derived from Latin Word ’Mercatus’, which means ’to
trade’ that is purchasing and selling of goods. It also means merchandise
truthic
place of business.

According to Pyle, ’Market includes both place and region in which
buyers and sellers or in free competition with one another’.

MARKETING
Marketing includes all the impacts involved in the exchange process of
transferring the possession and ownership of goods or services from the
producer to the ultimate consumer’s.
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MARKETING FORMULA

a. The foremost step is business aims at profit.
b. For profit making he can sell the products.
c. For selling the product he should create customers.
d. For creating the customer’s, customer’s needs of preferences to be
identified and satisfied.
e. To satisfy the customer’s new product to be produced.
Marketing is trying to learn,

’
Who buy the products or services?
’
How do they buy?
’
When do they buy?
It is otherwise called understand and predict human actions in their
buying role. A marketer is act as consumers while them purchasing any goods
/services, and try to market that product to an ultimate consumer. So, marketing

is starts with consumer and ends with consumer.

’
Where do they buy?
’
Why do they buy?
’
How often they buy?
So, today’s market is called on consumer market. It can be defined on,
’All the individuals and households who buy goods and services for personal
consumption’.

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So, the consumer satisfaction is get more importance in the marketing
functions.

1.2.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

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
customer
as they become aware of evaluation, purchase and consumption and tell other
about products and services’.

satisfaction of consumers is different from one to another. Became, each
consumer has the different behaviour in their life. So, the marketer satisfy the

consumer, he must very well know the behaviour of consumer.

1.4.Consumer behaviour:

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The study of consumer behaviour is the study of how individuals make
divisions to spend their resources like money, energy, time, etc. on consumption

of products.

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1.5.Objectives of the study:

’
To study the evaluation of cell phones with particular reference to India.
’
To ascertain the attributer which influenced the customer’s in selecting a
particular cell phone services provider.
.To study the consumer’s satisfaction towards different cell phone service
providers in Coimbatore city.
.To assess the problems faced by the cell phone users in Coimbatore city.
.To offer valuable suggestions to improve the services of cell phones in
Coimbatore city.
1.6.Need of the study:
Exchange of information becomes the necessity of life to a common man.
In the modern world an individual tends to communicate anything to everything
right from the place where he/she stands. Even while riding vehicle he / she
wants communicate within a fraction of second at quick speed with clear voice,
without any disturbance. Like line crossing, out of order, etc. most of which
lack in the connection given by the department of tele-communication. Cell
phones emerges as a boon quench such a thirst, the by providing facilities,
which a common man cannot imagine. Though cell phone industry has its origin
in the recent past and the growth has been excellent.
Day by day many new competitors enter the market with new attractive
schemes, provide additional facilities, add new features to existing ones,
reduce
the charges her incoming and outgoing calls, introduce varieties of handsets,
models a healthy competition that benefits the subscribers. Hence in this
context, it is important to study the functioning of cellular phone services and

the utilization of their services by the telephones.

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1.7.Scope of study:

The present study is contained to Coimbatore and it is decided to consider
Airtel, Aircel and etc. cell phone service rendered to the customers. In
Coimbatore there are various cellular services available. Sack as Airtel, Aircel

and etc. but the cellular services has been selected to study the consumer’s
satisfaction in it is the most popular private cellular services.

The main objectives of this study is to analyze the customers satisfaction
and problems, faced by Airtel, Aircel, etc., cellular services in Coimbatore
city
has been taken for the current research work.
1.8.Statement of problem:
In our country the growth of service marketing especially mobile phone
industry is still in its infancy stage, as compared to the industrially advanced

countries. It is for the fact that the economy of our country has been in the
developing stage. There are various mobile phones services provider’s in our
country and they are playing an essential role in fulfilling the needs of the
customers.
Now-a-days, the customers are more dynamic. Their taste, needs and
preference can the changing as per current scenario. Hence the development of
cellular industry mainly depends on the customer satisfaction. However the
following questions may arise regarding customer satisfaction.
1. Does the cell industry satisfy the social responsibility?
2. What are all expectations by the customer’s regarding service provided
by the cell phone service provider?

3. Whether the service provided by cell phone industry is satisfying the
customers?
4. Are the facilities available adequate to satisfy the customers?
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CHAPTER II

REVIEW OF LITERATURE

A brief literature would be of immense help to the researcher in gaining
insight into selected problem. The researcher would gain good background
knowledge of the problem by reviewing certain studies. A reference to these
entire studies will be related in the contest of the shaping the present study.

Samuval, in his study found that most of the respondents consider, size,
quality, price, instrument servicing are an important factors for selecting the
handset of majority of the respondents are satisfied over the payment system,
quality of services, coverage area, and attending the complaints.
1. Samuvel, ’customer satisfaction for cellular services, a study with a
referacne
to BPL and Aircel mobile phones and services’, an unpublished M.Phil.,
dissertation, submitted to Bharathiar university, Coimbatore, December 2002.
Sree Nandhini, in her study shows that 88.3% of the respondents are cell
phone helps that to deal business matter confidently and effectively. This study

shows that attitude of the respondents using cell phones was not influenced by
either education or occupation and income.

P. Adhavan (2003), in his study ’existing customer relation’ found that
the dealer’s service regarding Aircel cellular is highly satisfactory.
2. Sree nandhini, ’an investigation of user perception and altitude to cellular
phone in Coimbatore’, an unpublished submitted to Bharathiar university,
December, 2001.
Hutchison’s managing director Asim and Ghosh 2005 says in the article,
’Telecommunication’ telecommunication is such a huge sector and it is so easy
to be reduced by its different ponts, but thankfully we were’

4. Asin Glosh, ’telecommunication’ business world 27th January 2003.
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CHAPTER III
RESEARCH METHODOLOGY

Search of knowledge. A careful investigation or enquiry. A systematic
effort to gain new knowledge. Those are called an ’Research’

Research is a movement of knowledge from known to unknown from the
available place to the required place.

According to Clifford wode, ’Defining and re-defining problems
formulating the hypothesis or jusested solutions. Collecting, organizing and

evaluating data. Making detections and reaching conclusions to determine
whether fit the formulating the hypothesis’

The Purpose of research to find out solutions to the problem, which has

not been discovered by anybody.

3.1. Research methods:
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.

Those methods which are used by the researcher during the course of
studying are research problem are termed on research methods.

3.2. Research methodology:
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Descriptive research design:

In includes surveys, and facts finding enquires of different kinds. The
manor purpose of descriptive research is description of state of affairs on it
exists at present. The main character of this method is that the researcher has
no
control threw over the variables. He can report what has happen or what is
happening.

Nature of data:

In this study primary data are used.

Collection of data:

The data were collected from the respondents through the distribution of
questionnaire.

Area of the study:

This study covers Coimbatore city only.

Sample size:

The sample size of this study is 104.

Tools for analysis:

Along with the usual statistical tools such as tables, percentages, bar
charts, chi-squire test we sued for analyzing the data and arriving at the

conclusion.
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Hypothesis of the study;

On the basis of review of previous studies and on the basis of observation
made during our collection of data, the following null hypothesis was formed.

There is no significant association between persona variables such as age,
gender, educational qualifications, monthly income, marital status, size of the
family and their awareness level of consumers and different cell phone services
providers.

3.3. Limitations of the study:
Though the detailed investigation is made in the present study, uit has got the
following limitations.

1. This study is restricted only to the Coimbatore city. So, the results may
not be applicable to other areas.
2. This study is based on the prevailing customer’s satisfaction. But the
may customer’s satisfaction change according to time, fashion,
technology, development, etc.
3. As per the population of the study is huge, the researcher has taken only
100 sample respondents from each service providers.
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CHAPTER IV
INTRODUCTION OF INDUSTRY

4.1. EVALUATION OF CELLULAR PHONES
The basis concept of cellular phones began in 1947, when researchers
looked at crude mobile (car) phones and realized that by using small cells
(range of service area) with frequency reuse could increase the traffic capacity

to do it
radio
of mobile phones substantially, however, the technology was
nonexistent.

Anything to do with broadcasting and
a Federal
sending a or television
message out over the airwaves comes under Communications
Commission (FCC) regulation that a cellular phone is actually a type of two-
way radio. In 1947, AT & T proposed that the FCC allocate a large number of

radio spectrum frequencies so that wide-spread mobile phone service could
become feasible and AT & T would have a incentive to research the new
technology. We can partially blame the FCC for the gap between the concept of
Cellular phone service and it’s availability to the public. Because of the FCC
decision to limit the cellular phone frequencies in 1947, only twenty three
cellular phone conversation could occur simultaneously in the same service area

The FCC reconsidered its position in 1968, and stated ’if the technology
to build a better mobile phone service works, we will increase the cellular
phone
frequencies allocation, freeing the airwaves for more mobile phones.’

’ not a market incentive for research.
AT & T ’ Bell Labs proposed a cellular phone system to the FCC of
many small, low-powered broadcast towers, each covering a ’cell’ a few miles I
radius, collectively covering a larger are. Each tower would use only a few of
the total frequencies allocated to the cellular phone system, and as cars moved
across the area their cellular phones cells would be passed form tower to tower.

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INDIVIDUAL Inventors and Mobile Phone Patents
Dr. martin cooper for Motorola.
US03906166
09 / 16 / 1975
Radio telephone system
Martin Cooper, Richard W. Dronsuth,; Albert J. Mikulski, Charles N.
Lynk Jr., James J. Mikulsk, John F. Mitchell, Roy A. Richardson, John
H.Sangster
Related class Patents
Related to cellular phone patents and cordless Phones, 64 patents listed.

By 1977, AT&T Bell Labs constructed and operated a prototype cellular
phone system. A year later, public trials of the new cellular phone system were
started in Chicago, IL with over 2000 trial cellular phone customers.
In 1979, the first commercial cellular phone system began operation in
Tokyo. In 1981, Motorola and American Radio phone started a second U.S.
cellular radio-phone system test in the Washington/Baltimore area. By 1982, the
slow moving FCC finally authorized commercial cellular phone service for the
USA. A year later, the first American commercial for analog cellular phone
service or AMPS (Advanced Mobile Phone Service) was offered in Chicago, IL
by Ameritech.
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Despite the incredible demand, it took cellular phone service 37 years to
become commercially available in the United States. Consumer demand quickly
outstripped the cellular phone system's 1982 standards, by 1987, cellular phone
subscribers exceeded one million, and the airways were crowded. Three ways of
improving services existed:

· one - increase cellular phone frequencies allocation

· two - split existing cellular phone cells
· three - improve the cellular phone technology
bandwidth and
building/splitting cells would have been expensive and add bulk to the cellular
phone network. To stimulate the growth of new cellular phone technology, the
FCC declared in 1987 that cellular phone licensees may employ alternative
The FCC did not want to handout more any

cellular phone technologies in the 800 MHz band. The cellular phone industry
began to research new transmission technology as an alternative.
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4.2. ANALYSIS OF MOBILE COMMUNICATION SPREAD AND ITS
IMPLICATIONS IN INDIA
History of Cellular Telephony in India

Initially Department of Telecommunications (DoT) was the only
monopoly operator in the country. Telecommunication sector was recognized
by the Government of India as one of the few basic infrastructure sectors for
the
country. Under the Government policy of economic liberalization, privatization
and competition in India, private sectors have been allowed to enter the public
telecommunication field (where Government was a monopoly). In 1992

In 1993 the telecom industry got an annual foreign investment of Rs 20.6
million. In 1994 license for providing cellular mobile services was granted by
the Government of India for the Metropolitan cites of Delhi, Mumbai, Kolkata
and Chennai. Initially Cellular mobile services were duopoly (i.e. not more than

two cellular mobile operators could be licensed in each telecom circle), under a

fixed license fee. In 1995, government opened up 19 more telecom circles and
issued mobile licenses.

telecommunication sector in India was liberalized to bridge the gap through
resources government spending and to provide additional for the nation’s
telecom target. The objective of the reform was making the telecommunications
within the reach of all, thereby achieving universal service, covering all
villages
and bringing the telecommunication services to the world standard, while
protecting the defense and security needs of the country.

To regulate and settle disputes Telecom Regulatory Authority of India
was set up in 1997 and in 1999 National Telecom Policy was announced by the
Government of India. In order to speed up the development of the telecom
sector, all telecom services were opened up for private sector participation.

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Unrestricted entry is allowed in the basic services, national and
international long distance service, in global mobile personal communication by
satellite (GMPCS) service, VSAT and Public Mobile Radio Trunked Service
(PMRTS). All telecom sectors under DoT was handed over to new public
Sector Undertaking viz, Bharat Sanchar Nigam Limited (BSNL) which was
registered under Company’s Act in 1st October 2005.BSNL covers the entire

country except Delhi and Mumbai Metros which are under
Telephone Nigam Limited (MTNL).

Major Service providers in India

Mahanagar
Two different technologies are deployed by the mobile operators in India
namely GSM and CDMA.The GSM service providers are Bharthi, BSNL,
Hutch, IDEA, Aircel, Reliance, Spice, MTNL and BPL, whereas the CDMA
service providers are TATA, HFCl, Shyam, and Reliance. Figure 1 shows the

market share of each service provider in India. India’s mobile market is
dominated by foreign companies for high end telecom equipments, handsets,
transmission equipments etc., Nokia, Samsung, and Motorola are the three
important vendors for handsets. Other vendors who have their share in this
market are L.G, Alcatel, Sony Ericsson, Siemens, National Panasonic, Philips,
Mitsubishi, and Sagem.
MOBILE SUBSCRIBER STATISTICS
Recently, mobile phone connections in India have crossed the 100-
million mark, which means over nine in 100 Indians have a phone. Adding on to
this benevolent and happy information, telecom companies are anticipating the
number will nearly treble in the next two years. According to a survey, by 2006,

the cellular networks are expected to cover 3,50,000 (out of 6,07,000) villages,

covering 450 million people.

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Market Share of both mobile and wire line Service Providers in India
GSM Subscribers
The cumulative All India GSM subscriber base rose to 72.12 million in
April 2006 from 69.19 million in March 2006 which is a growth of 4.23% for a
month under review. Table I shows the subscribers growth rate for one month
along with market share of each provider with coverage
CDMA Mobile Subscribers
The total cumulative all India CDMA subscriber base rose by 0.97
million from 23.25 million in March 2006 to 24.22 million in April 2006,
representing a growth of 4.2% in the month under review. A summary picture
of the company wise performance is given in Table II.
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4.3. TELECOM IN RURAL INDIA
India has an urban population of about 26.8% and rural population is
about 73.2%. And there are over 600,000 villages in India. But a vast section of

the rural sector is still cut off from the benefits of telecom services.

GSM SUBSCRIBERS GROWTH RATE

Company
No of Subscribers
(in millions)
Percentage
of Market
Share
Service Areas
March 2006 April 2006
Bharthi 19.57 20.68 28.7% 23
BSNL 17.16 17.59 24.4% 21
Hutch 15.36 16.06 22.3% 16
IDEA 7.37 7.64 10.6% 11
Aircel 20.61 2.83 3.9% 7
Reliance 1.90 2.01 2.8% 8
Spice 1.93 1.98 2.7% 2.
MTNL 1.94 2.02 2.8% 2
BPL 1.34 1.31 1.8% 1
Total 69.19 72.12 100%
they
The rural population of around 700 million is waiting for its share of
economic growth. Initially the big telephone companies focused only on urban
centers, which felt were more profitable. However, this mindset is
gradually changing with the realization that there is equal, if not bigger money

in rural areas.

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CDMA SUBSCRIBERS GROWTH RATE

Company
No of Subscribers
(in millions)
Percentage of
Market Share
Service Areas
March 2006 April 2006
Reliance 18.307 18.809 77.65% 20
TATA 4.851 5.323 21.98% 20
HFCl 0.062 0.062 0.26% 1
Shyam 0.027 0.028 0.11% 1
Total 69.19 72.12 100%

It is estimated that a one per cent increase in rural connectivity can
generate 0.5 per cent economic growth. Thus a well-planned 10 per cent
increase in rural connectivity can propel India into double-digit growth and
unprecedented prosperity.

4.4. ECONOMIC BENEFITS OF MOBILE SERVICES IN INDIA
According to a study conducted by the reputed international agency,
Ovum on ’The economic benefits of mobile services in India’ the Indian mobile
industry is a major contributor to the social and economic growth of the
country, in terms of employment generation, revenues to the Government, GDP
growth and rural development.

Employment
Because of the mobile industry about 3.6 million jobs could be
generated directly or indirectly. Ovum has also estimated that employment
dependent on the industry is expected to rise by at least 30% over the next 12
months.

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Government Revenues

The Government can generate Rs.145 billion per annum through
License Fees, Spectrum Fees, Import Duties, Taxes, etc. from Mobile industry.

GDP

The mobile services industry can generate an annual GDP contribution
of Rs. 313 billion.

Rural Development

Research shows that having access to

would
substantially improve the social and economic conditions of people living in
telecommunications
of
rural areas by improving access to family, education, health and financial
services and by enabling the development non-agricultural economic

activity. Government has set a target of 20% for rural mobile coverage by the
end of 2004 and 75% by the end of 2006. Taking the OVUM findings as the
base, COAI has tried to estimate the benefits from mobile communications for
the future years. The benefits listed by OVUM are for a subs base of 48
million in January 2005. Pro-rating the data on a simplistic estimate at a
mobile subscriber base of 200 million in 2007, the industry would contribute
10 million jobs and Rs.500 billion annual revenue to the Government.
4.5. FUTURE OF MOBILE COMMUNICATION IN INDIA
India initially started with GSM technology for mobile communication.
Being a technology neutral country, India later allowed for CDMA technology
also. Now 2.75G EDGE technologies has been implemented and used. BSNL
has got license for bringing 3G into operation. Trials are being conducted for
3G implementation in the four metropolitan cities of India. Commercial 3G will
be started by March 2007.

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With the dwindling revenues of the operators from the data and voice
there is a need to look at newer applications to fuel growth of the telcos.TV on

Mobile has emerged as a solid and potent answer to this consumer yearning.
South Korea, China, South Africa, Australia and Europe have seen this need
and have acted upon the same by implementing TV on Mobile.

India is around the corner for implementation of similar technology for
the benefit of consumers, operators, content providers and Government. It
promises to be a USD 1 billion industry by 2010, if roadmaps are created and
implemented properly.

4.6. DETAILS ABOUT SERVICE PROVIDERS:
4.6.1. Aircel:
Aircel is now a period part of Maxis, an international conglomerate and

the leading in cellular service provider Malaysiya with over 7 million
subscribers and a firm commitment to providing seamless connectivity ans
superior technology to every customer. A recipient of multiplicity accolades,
maxis has been deemed as the brand of the year 2006 in Malaysia. Aircel is
rapidly spreading across the state of Tamilnadu with connectivity in 1000 towns
and 11,000 villages, serving, serving over 50 lakh happy subscribers. Known
for its superior tariff offering and cutting-edge technology, aircel has
recently
been honoured as the No.1 operator across a metor circles for customer
satisfaction by Voice and Data magazine’s survey in 2006. Currently, aircel has
a marked presence in the North and North East circles of the country including
Rest of West Bengal, Orissa, Sikkim, Manipur, Jammu and Kashmir, Himachal
Pradesh and Bihar.

52

cash & carry business. It has successfully launched an international venture
with
EL Rothschild Group to export fresh agri 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 94 cities. The Enterprise services provide end-to-end
telecom solutions to corporate customers and national & international long
brand.


4.6.2. 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

distance services to carriers. All these services are provided under the Airtel

4.6.3. BSNL
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,

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Broadband, Carrier service, MPLS-VPN, VSAT, VolP services, IN Services
etc. Within a span of five years it has become one of the largest public sector
unit 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 47.3 million 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 602 Districts, 7330 cities/towns and 5:5 Lakhs
villages.

BSNL is the only service provider, making focused efforts and planned
initiatives to bridge the Rural-Urban Digital Divide ICT sector. Infact there is

no telecom operator in the country to beat its reach with its wide network
giving
services in every nook and corner of country and operates across India except
area.
Delhi and Mumbai. Whether it is inaccessible areas of Siachen glacier and
North-eastern region of the country. BSNL serves its customers with its wie
bouquet of telecom services. BSNL is number one operator of India in all
services in its license The company offers vide ranging and most
transparent tariff schemes designed to suite every customer.

BSNL cellular service, Cellone, has more than 17.8 million 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. In basic services, BSNL is miles ahead of its rivals, with 35.1

million basic phone subscribers, that is, 85 percent share of the subscriber
base
and 92 percent share in revenue terms. BSNL has more than 2.5 million WLL
subscribers and 2.4 million internet customers who access internet through
various modes namely, Dial-Up, Leased Line, DIAS, Account Less Internet
(CLI). BSNL has been adjudged as the number one ISP in the country.

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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. At present there
are 0.6 million Data One broadband customers. The company has vast
experience in Planning, Installation, network integrating and maintenance of
Switching and Transmission Networks and also has a world class ISO 9000

certified telecom training institute.

Scaling new heights of success, the present turnover of BSNL is more
than Rs.351,820 million (US $8 billion) with net profit to the tune of Rs.99,390

million (US $2.26 billion) for last financial year. The infrastructure asset on
telephone alone is worth about Rs.630,000 million (US $14.37 billion). BSNL
plans to expand its customer base from present 47 million lines to 125 million
lines by December 2007 and infrastructure investment plan to the tune of

Rs.733 crores (US $16.67 million).

4.6.4. RELIANCE
It was with this belief in mind that Reliance Communications (formerly

The late Dhirubhai Ambani dreamt of a digital India ’ an India where the
common man would have access to affordable means of information and
communication. Dhirubhai, who single-handedly built India’s largest private
sector company virtually from scratch, had stated as early as 1999:’Make the
tools of information and communication available to people at an affordable
cost. They will overcome the handicaps of illiteracy and lack of mobility’.

Reliance Infocomm) started laying 60,000 route kilometers of a pan-India fiber
optic backbone. This backbone was commissioned on 28 December 2002, the
auspicious occasion of Dhirubhai’s 70th birthday, though sadly after his
unexpected demise on 6th July 2002.

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Reliance Communications has a reliable, high-capacity, integrated (both
wireless and wireline) and convergent (voice, data and video) digital network.
It
is capable of delivering a range of services spanning the
entire infocomm (information communication) value chain, including
infrastructure and services ’ for enterprises as well as individuals,
applications,
and consulting.

Today, Reliance Communications is revolutionizing way the India
communicates and networks, truly bringing about a new way of life.

4.6.5. TATA TELESEVICES
Starting with the major acquisition of Hughes Tele.com (India) Limited
[now renamed Tata Teleservices (Maharastra) Limited] in December 2002 the
company swung into expansion mode. With the total investment of
Rs.19,924 crore, Tata Teleservices has created a pan India presence spread
across 20 circles that includes Andhra Pradesh, Chennai, Gujarat, Karnataka,
Delhi, Maharastra, Mumbai, Tamil Nadu, Orissa, Bihar, Rajasthan, Punjab,
Haryana, Himachal Pradesh, Uttar Pradesh (E), Uttar Pradesh (W), Kerala,
Kolkata, Madhya Pradesh and West Bengal.

Tata Teleservices is part of the INR Rs.120000 Crore (US$ 29 billion)
Tata Group, that has over 87 companies, over 330,000 employees and more
than 2.8 million shareholders. With a committed investment of INR 36,000
Crore (US$ 7.5 billion) in Telecom (FY 2006), the group has a formidable
an
presence across the telecom value chain.

Tata Teleservices has a strong workforce of 6000. In addition, TTSL has
created more than 20,000 jobs, which will include 10,000 indirect jobs through
outsourcing of its manpower needs.

56



Today, Tata Teleservices Limited along with Tata Teleservices
(Maharastra) Limited serves over 21 million customers in over 4000 towns.
With an ambitious rollout plan both within existing circles and across new
circles, Tata Teleservices offers world-class technology and user-friendly
services in 20 circles.

4.6.6. TTML ORGANIZATION
Tata Teleservices Maharastra Limited (TTML) spearheads
the
the Tata
Group’s presence in the Indian telecom sector by being premier
telecommunication service provider, licensed, to provide services in Maharastra
(including Mumbai) and Goa. Formerly Hughes Tele.com (India) ltd., the
company was renamed to Tata Teleservices Maharashtra Ltd subsequent to the
acquisition of 70.83% equity shareholding by TATA Group in December 2002.
The company’s shares are traded on the Bombay Stock Exchange (BSE) and the

National Stock Exchange (NSE).

to
Tata communications Ltd. unites the industry and market expertise
VSNL, VSNL international, Teleglobe, Tata Indicom Enterprise Business Unit,
VGSL and CIPRIS become the leading integrated provider of
telecommunications solutions. The global reach and industry expertise of Tata
communications drives and delivers a new world of communications. The
company leverages its Tata Global Network, vertical intelligence and leadership
immerging markets to deliver value-driven, globally managed solutions.

4.6.7. Vodafone:
Vodafone, the world’s leading international mobile communications
company, has fully arrived in India brand will be lunched in India from 21st
September onwards. The popular and endearing brand, Hutch, will be
transitioned to Vodafone across India. This marks a significant chapter in the

57



evolutic brand change over the next few weeks will be unveiled nationally
through a high profile campaign covering all important media.

Vodafone, the world’s leading mobile telecommunication company,
completed the acquisition of Hutchison Essar in May 2007. Asim Ghosh,
managing director, Vodafone Essar, said ’We have had a great innings as Hutch
in India and today marks a new begin that created Hutch, but an acceleration
’
into the future with Vodafone’s global expertise..’ the Vodafone mission is to
be the communications leader in an increasingly connected world enriching
customers lives, helping increased by delivering their total communication
needs.

About Vodafone Essar Limited:

Vodafone Essar in India is a subsidiary of Vodafone Group plc and
commenced operations in 1994 when its predecessor Hutchison tele Vodafone
now has
essar now has operations in 16 circles covering 86% of India’s mobile customer
base, with over 34.1 million customers. Over the year, Vodafone Essar, under
the hutch brand, has been named the Most Respected Telecom Company, the
Best Mobile sender effective advertiser of the year. Vodafone is the world’s
leading international mobile communications company.

It operation network with over 200 million customers
worldwide. Vodafone has partnered with the Essar Group as its principal joint
venture partner. The Essar Group is a diversified business corporation with
interests spanning the manufacturing and service sectors like steel, energy,
construction. The group has an asset base of over Rs.400 billion and employer
over 20,000 people.

58




4.7. CONCLUSION
India has one of the world’s largest telecommunication network.
The telecom story continues to be the best evidence of the efficacy of the
reforms process. In just six years, the number of mobile subscribers has gone
from just about one million to 100 million, a subscriber base that only four
other
countries China, the US, Japan and Russia can boast of. None can doubt the
correlation between this explosive growth in numbers and the steep decline in
the cost of the mobile phone and of its usage. Effective tariffs have dropped
from over Rs.14 a minute to Re 1, bringing the phone within reach of people

even below the middle-class. The Government may have, therefore, landed
itself a winner in the mobile phone, but the task of taking telecom to the other

90 per cent of the population will call for even greater innovation in

policymaking, technology and marketing.
Still three-fourths of the land mass is not illuminated by a cellular signal
and the price of the instrument is beyond the reach of a substantial section of
the
population let alone the charges for its use. These issues, of course, can be
resolved by decisive policy action, such as a creative use of the Universal
Services Obligation fund that now has over Rs.70 billion, releasing adequate
spectrum to operators in the metros, and a proactive investment policy that
invites many more equipment manufacturers to set up base in this country. The
road for India achieving the top most position in telecommunication is no longer

a dream as India is nearing China in all aspects in few years India will over
power all countries and achieve its target of top most position in telecom
industry.

59



CHAPTER V
ANALYSIS AND INTERPRETATION

5.1. INTRODUCTION:
This chapter is allocated for analysis and interpretation of data. The
analysis of consumer satisfaction done by percentage analysis and chi-square
test

TABLE NO.-1
CONSUMER PREFERENCE TOWARDS CELL PHONE
SERVICE PROVIDERS
S.NO
NAME OF THE
CELL PHONE
SERVICE
PROVIDER
NUMBER OF
RESPONDENTS
PERCENTAGE
OF
RESPONDENTS
1 AIRCEL 23 22.12
2 AIRTEL 53 50.96
3 BSNL 4 3.85
4 RELIANCE 8 7.69
5 TATA INDICOM 3 2.88
6 VODAFONE 12 11.54
7 OTHERS 0 0
TOTAL 104 100
INFERENCE:
respondents
Most of the respondents are using Airtel (50.96%) and 22.12% of
are using Aircel. Others are used different cell phone service
providers.

60



61



TABLE NO: 2
Consumer’s preference towards cell phone service providers on the basis of age
group

S.N
O
NAME OF
THE CELL
PHONE
SERVICE
PROVIDER
UPTO 20 YEARS 21 - 30 YEARS 31 - 40 YEARS 41 AMD ABOVE TOTAL
NO. OF
RESPONDENT
S
PERCENTAG
E OF
RESPONDENT
S
NO. OF
RESPONDENT
S
PERCENTAG
E OF
RESPONDENT
S
NO. OF
RESPONDENT
S
PERCENTAG
E OF
RESPONDENT
S
NO. OF
RESPONDENT
S
PERCENTAG
E OF
RESPONDENT
S
NO. OF
RESPONDENT
S
PERCENTAGE
OF
RESPONDENT
S
1
AIRCEL
5 20.00 12 18.75 4 80 2 20 23 22.11
2
AIRTEL
15 60.00 33 51.56 1 20 4 40 53 50.96
3
BSNL
1 4.00 2 3.13 0 0 1 10 4 3.84
4
RELIANCE
0 0.00 5 7.81 0 0 3 30 8 7.69

5 TATA
INDICOM
0 0.00 3 4.69 0 0 0 0 3 2.88
6
VODAFONE
4 16.00 9 12.50 0 0 0 0 13 12.50
7
OTHERS
0 0 0 0 0 0 0 0 0 0
TOTAL 25 100 64 100 5 100 10 100 104 100
INFERENCE:

’
Among respondents upto 20 years of age group, majority of them (i.e. 60%) are
using airtel folllowed by aircel
users(20%).
’
Consumers in the age group of 21 ’ 30 years 51% of respondents are mostly prefer
airtel (ie 51%) and 18% of
the respondents are using Aircel.
’
80% of customers are using Aircel, who are in the age group of 31 ’ 40 years.
’
41 and above ’ 40% of the respondents are using Airtel and 30% of respondents
are using Reliance.
62



63



TABLE NO: 3

COMPOSITION OF RESPONDENTS ON THE BASIS OF
MARITAL STATUS

S.NO MARITAL
STATUS
NUMBER OF
RESPONDENTS
PERCENTAGE
OF
RESPONDENTS
1 MARRIED 30 28.85
2 UNMARRIED 74 71.15
TOTAL 104 100

INFERENCE:
The married respondents are using cell phones in 28.85%,
but the unmarried respondents are using cell phones in 71%.
64



65



TABLE NO: 4

EDUCATION QUALIFICATION

S.NO EDUCATIONAL
QUALIFICATION
NUMBER OF
RESPONDENTS
PERCENTAGE
OF
RESPONDENTS
1 UP TO HSC 32 30.77
2 GRADUATION 65 62.50
3 PROFESSIONAL 7 6.73
4 OTHERS 0 0.00
TOTAL 104 100

INFERENCE:
The majority of the respondents 62.50% (graduates) are
using cell phones and 30.77% (upto HSC) respondents are using cell
phones.
66



67



TABLE NO: 5

OCCUPATION

S.NO OCCUPATION NUMBER OF
RESPONDENTS
PERCENTAGE
OF
RESPONDENTS
1 BUSINESS 16 15.38
2 PROFESSIONAL 2 1.92
3 EMPLOYEE 33 31.73
4 HOME MAKER 8 7.69
5 STUDENT 44 42.31
6 OTHERS 1 0.96
TOTAL 104 100

INFERENCE:
The students
employees are sing cell phones in 31.73% only.
are using cell phones in 42% and the

68



69



TABLE NO: 6

FAMILY

INCOME (PER MONTH)

S.NO FAMILY
INCOME
NUMBER OF
RESPONDENTS
PERCENTAGE
OF
RESPONDENTS
1 LESS THAN
Rs.5,000 32 30.77
2 Rs.5,001 TO
10,000 48 46.15
3 Rs.10,001 TO
15,000 12 11.54
4 ABOVE 15,000 12 11.54
TOTAL 104 100

INFERENCE:
46% of respondents are get monthly income of Rs.5,000 ’
Rs.10,000, and 30% of respondents are get monthly income as less than
Rs.5,000.
70



71



TABLE NO: 7

TABLE SHOWING VARIOUS FACTORS INDUCING TO
PURCHASE THE CELL PHONES

S.NO INFLUENCING
FACTOR
NUMBER OF
RESPONDENTS
PERCENTAGE
OF
RESPONDENTS
1 FAMILY
MEMBER 42 40.38
2 NEIGHBORS 2 1.92
3 RELATIONS 5 4.81
4 FRIENDS 39 37.50
5 ADVERTISEMENT 4 3.85
6 DEALERS 6 5.77
7 OTHERS 6 5.77
TOTAL 104 100

INFERENCE:
On the basis of purchasing the cell phones 40% of the
respondents are inducing by family members, and 5.77% of respondents
are only inducing by dealers and others.
72



73



TABLE NO: 8

PURPOSE OF PURCHASE OF THE CELL PHONES

S.NO PURPOSE NUMBER OF
RESPONDENTS
PERCENTAGE
OF
RESPONDENTS
1 FOR
BUSINESS 15 14.42
2 FOR
PERSONAL 89 85.58
TOTAL 104 100
INFERENCE:
15% of respondents are using cell phones for their business,
and 89% of respondents are using cell phones for their personal usage.
74



75



TABLE NO. : 9

Consumer’s preference towards cell phone service provider on the basis of scheme

s. no Service
providers
Prepaid Post paid Total
No. of
respondents
Percentage
of
Respondents
No. of
respondents
Percentage
of
Respondents
No. of
respondents
Percentage of
Respondents
1. Aircel 22 21.15 1 0.97 23 22.12
2. Airtel 45 43.26 8 7.70 53 50.96
3. BSNL 2 1.92 2 1.92 4 3.85
4. Reliance 7 6.73 1 0.97 8 7.69
5. Tata indicom 1 0.97 2 1.92 3 2.88
6. Vodafone 9 8.65 4 3.85 13 12.50
7. Others 0 0 0 0 0 0
Total 86 18 104 100

INFERENCE: In prepaid, majority of the respondents are using Airtel (43.26%),
21.15% of the respondents using
Aircel, 1% of the respondents are only using Tata indicom. In post paid,
majority of the respondents 7.70% are using Airtel,
and 0.97% of respondents are using Reliance and Aircel.

76



77



TABLE NO: 10

USEFULNESS OF

CELL PHONES

S.NO USAGE NUMBER OF
RESPONDENTS
PERCENTAGE
OF
RESPONDENTS
1 INCOMING 18 17.31
2 OUTGOING 2 1.92
3 BOTH 78 75.00
4 SMS 6 5.77
TOTAL 104 100
INFERENCE:
75% of the respondents are using cell phones for incoming and
outgoing, but 5.77% of respondents are only using cell phones for SMS.
78



79



TABLE NO: 11

TABLE SHOWING THE NUMBER OF RESPONDENTS ON THE BASIS OF AWARENESS OF VARIOUS
SERVICES
PROVIDED BY THE SERVICE PROVIDERS

S.NO VARIOUS
SERVICES
AWARE NEUTRAL UNAWARE TOTAL
NO. OF
RESPONDENTS
PERCENTAGE
OF
RESPONDENTS
NO. OF
RESPONDENTS
PERCENTAGE
OF
RESPONDENTS
NO. OF
RESPONDENTS
PERCENTAGE
OF
RESPONDENTS
NO. OF
RESPONDENTS
PERCENTAGE
OF
RESPONDENTS
1
SCHEME OF
INITIAL
PURCHASE
63 60.58 35 33.65 6 5.77 104 100
2
BALANCE
OF TALK
CHARGES
67 64.42 26 25.00 11 10.58 104 100
3 PERIODICAL
OFFERS 60 57.69 28 26.92 16 15.38 104 100
4
CALL
WAITING
AND CALL
DIVERTING
OPTION
61 58.65 25 24.04 18 17.31 104 100
5 MODES OF
PAYMENT 64 61.54 19 18.27 21 20.19 104 100

INFERENCE:

64% of respondents are awared about their talk charges, 57% of respondents are
only awared about various period offers.

33% of respondents are less aware about their schemes and 18% of respondents are
also less aware about their modes of
payments. 20% of respondents are unawared about their modes of payment and 5.7%

of respondents only unawared about their
schemes.

80



81



TABLE NO: 12

INFLUENCING FACTORS TO PURCHASE THE CELL PHONE
(ANOTHER VIEW)

S.NO FACTORS
NUMBER OF
RESPONDENT
S
PERCENTAGE
OF
RESPONDENT
S
1 DEPOSIT AMOUNT 13 12.50
2 BRAND IMAGE 48 46.15
3 AVAILABILITY 11 10.58
4 CREDIT FACILITY FOR
CONNECTION 8 7.69
5 CUSTOMER CARE
SERVICE 17 16.35
6 SERVICE CHARGES 7 6.73
TOTAL 104 100

INFERENCE:
48.15% of respondents are purchasing the particular service by its brand
image, and 16.35% of respondents are choosing the particular service provider
by their customer care service.
82



83



TABLE NO: 13

S.NO
NAME OF
THE CELL
PHONE
SERVICE
PROVIDER
HIGHLY SATISFACTORY SATISFACTORY NON-SATISFACTORY TOTAL
NO. OF
RESPONDENTS
PERCENTAGE
OF
RESPONDENTS
NO. OF
RESPONDENTS
PERCENTAGE
OF
RESPONDENTS
NO. OF
RESPONDENTS
PERCENTAGE
OF
RESPONDENTS
NO. OF
RESPONDENTS
PERCENTAGE
OF
RESPONDENTS
1 AIRCEL 4 15.38 15 21.42 4 50.00
23 22.12
2 AIRTEL 18 69.23 35 50.00 0 0.00
53 50.96
3 BSNL 0 0.00 3 4.29 1 12.50
4 3.85
4 RELIANCE 0 0.00 7 10.00 1 12.50
8 7.69
5
TATA
INDICOM 0 0.00 3 4.29 0 0.00
3 2.88
6 VODAFONE 4 15.38 7 10.00 2 25.00
13 12.50
7 OTHERS 0 0.00 0 0.00 0 0.00
0 0
TOTAL 26 100 70 100 8 100 104 100
CONSUMER’S SATISFACTION LEVEL ON THE BASIS OF PRICE OF THE CELL PHONE PROVIDERS
INFERENCE:

69% of the resondnets are highly satisfied for the price of Airtel service
provider and 15 % of respondents are only highly
satisfied for the price of Aircel and Vodafone. 50% of the respondents are
satisfied (average) for the price of the Airtel, and 4%
of the respondents are satisfied (average) for the price of BSNL and Tata
indicom. 50% of respondents are dissatisfied for the
price of the Aircel, and no percentage of respondents for the price of Airtel
and Tata indicom.



85



TABLE NO: 14

CONSUMER’S SATISFACTION LEVEL ON THE BASIS OF PERFORMANCE OF SERVICE PROVIDER

S.N
O
NAME
OF THE
CELL
PHONE
SERVIC
E
PROVID
ER
NO. OF
RESPONDEN
TS
PERCENTA
GE OF
RESPONDEN
TS
NO. OF
RESPONDEN
TS
PERCENT
AGE OF
RESPOND
ENTS
NO. OF
RESPONDENT
S
PERCENTA
GE OF
RESPONDEN
TS
NO. OF
RESPONDEN
TS
PERCENTA
GE OF
RESPONDEN
TS
1 AIRCEL 5 16.67 16 26.67 2 20.00
23 22.12
2 AIRTEL 19 63.33 31 51.66 3 30.00
53 50.96
3 BSNL 0 0.00 4 0.00 0 0.00
4 3.85
4
RELIANC
E 0 0.00 5 8.33 3 30.00
8 7.69
5
TATA
INDICOM 1 3.33 1 1.67 1 10.00
3 2.88
6
VODAFO

NE 5 16.67 7 11.67 1 10.00
13 12.50
7 OTHERS 0 0.00 0 0 0 0.00
0 0
TOTAL 30 100 64 100 10 100 104 100
INFERENCE:

63% of respondents are highly satisfied for the performance of Airtel service
Provider, and 3.33% of respondents are only
highly satisfied for the performance of Tata indicom. 51.66% of respondents are
satisfied (average) for the performance of
Airtel service provider and 1.67 % of respondents only satisfied (average) for
the Tata indicom service. No% of respondents are
dissatisfied in BSNL service.

86



87



TABLE NO: 15

CONSUMER’S SATISFACTION LEVEL ON THE BASIS OF AFTER SALES SERVICE OF THE SERVICE
PROVIDER
NAME OF THE
CELL PHONE
SERVICE
PROVIDER
NO. OF
RESPONDENTS
PERCENTAGE
OF
RESPONDENTS
NO. OF
RESPONDENTS
PERCENTAGE
OF
RESPONDENTS
NO. OF
RESPONDENTS
PERCENTAGE
OF
RESPONDENTS
NO. OF
RESPONDENTS
PERCENTAGE
OF
RESPONDENTS
AIRCEL 6 14.28 14 31.11 3 17.65
23 22.12
AIRTEL 26 61.90 20 44.44 7 41.18
53 50.96
BSNL 1 2.38 2 4.44 1 5.88
4 3.85
RELIANCE 0 0.00 7 15.55 1 5.88
8 7.69
TATA INDICOM 1 2.38 0 0.00 2 11.76
3 2.88
VODAFONE 8 19.04 2 4.44 3 17.65
13 12.50
OTHERS 0 0 0 0.00 0 0.00
0 0
TOTAL 42 100 45 100 17 100 104 100
INFERENCE:
Majority of the respondents (61.90%) are highly satisfied about after sales
service and Airtel and no% of respondents
are highly satisfied about the after sales service of Reliance. 44.44% and
31.11% of respondents are satisfied (average)
about after sales service of Airtel and Aircel. 41% of respondents are
dissatisfied about after sales service of Airtel
and 5.8% of respondents are only dissatisfied about the after sales service of
BSNL and Reliance.
88



89



TABLE NO: 16

CONSUMER’S SATISFACTION LEVEL ON THE BASIS OF SCHEMES AT THE TIME OF PURCHASING
THE PARTICULAR CELL PHONE SERVICEPROVIDER

S.N
O
NAME OF
THE CELL
PHONE
SERVICE
PROVIDER
NO. OF
RESPONDENTS
PERCENTAGE
OF
RESPONDENTS
NO. OF
RESPONDENTS
PERCENTAGE
OF
RESPONDENTS
NO. OF
RESPONDENTS
PERCENTAGE
OF
RESPONDENTS
NO. OF
RESPONDENTS
PERCENTAGE
OF
RESPONDENTS
1 AIRCEL 8
26.64 13 20.63 2 18.18 23 22.12
2 AIRTEL 16
53.33 33 52.38 4 36.36 53 50.96
3 BSNL 0
0.00 4 6.35 0 0.00 4 3.85
4 RELIANCE 1
3.33 3 4.76 4 36.36 8 7.69
5
TATA
INDICOM 0
0.00 2 3.17 1 9.09 3 2.88
6 VODAFONE 4
16.67 8 12.70 0 0.00 13 12.50
7 OTHERS 0
0.00 0 0.00 0 0.00 0 0
TOTAL 30 100 63 100 11 100 104 100
INFERENCE:

53.33% of respondents are highly satisfied about the schemes at the time of
purchasing the Airtel and no% of respondents are
highly satisfied about the schemes at the time of purchasing the BSNL and Tata
indicom. 52.38% of the respondents are satisfied
(average) about the schemes of the time of purchasing Airtel. And 3% of the

respondents are only satisfied (average) about the
schemes at the time of purchasing Tata indicom. No% of respondents are
dissatisfied about the schemes at the time of purchasing
of BSNL and Vodafone and 36% of respondents are dissatisfied at the time of
purchasing the Airtel.

90



91



TABLE NO: 17

CONSUMER’S SATISFACTION LEVEL THE BASIS OF PERIODICAL OFFERS PROVIDED BY THE
SERVICE PROVIDERS
S.N
O
NAME OF
THE CELL
PHONE
SERVICE
PROVIDER
NO. OF
RESPONDENT
S
PERCENTAGE
OF
RESPONDENT
S
NO. OF
RESPONDENT
S
PERCENTAGE
OF
RESPONDENT
S
NO. OF
RESPONDENT
S
PERCENTAGE
OF
RESPONDENT
S
NO. OF
RESPONDENT
S
PERCENTAGE
OF
RESPONDENTS
1 AIRCEL
7 25.00 12 26.67 4 12.90 23 22.12
2 AIRTEL
14 50.00 25 55.56 14 45.16 53 50.96
3 BSNL
3 10.71 0 0.00 1 3.23 4 3.85
4 RELIANCE
2 7.14 3 6.67 3 9.68 8 7.69
5
TATA
INDICOM
0 0.00 1 2.22 2 6.45 3 2.88
6
VODAFON
E
3 10.34 3 6.67 7 22.58 13 12.50
7 OTHERS
0 0.00 0 0.00 0 0.00 0 0
TOTAL 29 100 44 100 31 100 104 100

INFERENCE:

On the basis of periodical offers 50% of Airtel respondents are highly
satisfied, and no percentage of respondents are
highly satisfied in Tata indicom. 55% of the respondents are satisfied (average)
of the Airtel’s periodical offers. 45% of the
respondents are dissatisfied of the Airtel’s periodical offers and 3% of
respondents are only dissatisfied about the BSNL’s
periodical offers.

92



93



TABLE NO: 18

CONSUMER’S SATISFACTION LEVEL ON THE BASIS OF OUTGOING CALL CHARGES OF SERVICE
PROVIDERS

S.N
O
NAME OF
THE CELL
PHONE
SERVICE
PROVIDE
R
HIGHLY SATISFACTORY SATISFACTORY NON-SATISFACTORY
TOTAL
NO. OF
RESPONDENT
S
PERCENTAG
E OF
RESPONDENT
S
NO. OF
RESPONDENT
S
PERCENTAG
E OF
RESPONDENT
S
NO. OF
RESPONDENT
S
PERCENTAG
E OF
RESPONDENT
S
NO. OF
RESPONDENT
S
PERCENTAGE
OF
RESPONDENT
S
1 AIRCEL 8
25.81 9 20.00 6 21.43 23 22.12
2 AIRTEL 15
48.39 27 60.00 11 39.29 53 50.96
3 BSNL 1
3.23 1 2.22 2 7.14 4 3.85
4 RELIANCE 2
6.45 2 4.44 4 14.29 8 7.69
5
TATA
INDICOM 0
0.00 1 2.22 2 7.14 3 2.88
6
VODAFON
E 5
16.12 5 11.11 3 10.71 13 12.50

7 OTHERS 0
0.00 0 0.00 0 0.00 0 0
TOTAL 31 100 45 100 28 100 104 100
INFERENCE:
On the basis of outging call charges, 48% of Airtel respondents are highly
satisfied and no% of respondents are
satisfied for the outgoing call charges and Tata indicom. 60% of respondents are
satisfied (average) about the
outgoing call charges of airtel and 2% of respondents only satisfied (average)
in BSNL and Tata indicom’s outgoing
call charges. 39.2% of respondents are dissatisfied about the outgoing call
charges of Airtel, 7% of the
respondents are only dissatisfied about the outgoing call charges of BSNL and
Tata indicom.
94



68



TABLE NO: 18

CONSUMER’S ATTITUDE TOWARDS THE
IMPORTANCE OF CELL PHONES

S.NO NATURE NUMBER OF
RESPONDENTS
PERCENTAGE
OF
RESPONDENTS
1 NECESSITY 67 64.42
2 STATUS 16 15.38
3 LUXURY 9 8.65
4 COMPULSION 12 11.54
TOTAL 104 100
INFERENCE:
67% of the respondents are states that cell phones are
necessity, and 9% of respondents are only states that cell phones are
luxury.
69



70



CALCULATION OF SATISFACTORY SCORES

The Respondents were asked to state their level of
Satisfaction relating to some factors. Based on their responses the
satisfaction score obtained by each respondent was found out. Points or
scores were allocated based on the response. For each of the factor three
levels of satisfaction were assigned namely high, medium and low. For

high satisfied three points were given, for satisfied two
by
respondents
and for not
satisfied one point was given. The total scores secured each
respondent was thus arrived at. All the hundred were
classified based on their level of satisfaction. Those who have obtained

up to 20 points were classified under
classified
low satisfaction category,
Respondents with 21 ’ 30 points were under medium
satisfaction category and those with more than 30 points were classified
under high satisfaction category.

NUMBER OF RESPONDENTS AND LEVEL OF
SATISFACTION
LEVEL OF
SATISFACTION
NO. OF
RESPONDENTS
HIGH SATISFACTION 33
MEDIUM SATISFACTION 50
LOW SATISFACTION 17
TOTAL 100

71



CHI-SQUARE TEST

Chi-square test is one of the simplest and most widely used non-
parametric tests in statistical work. This test was first used by Karl
Pearson in the year 1900. The quantity describes the magnitude of the
discrepancy between theory and observation.

It is a method to test the relationship the between
theoretical (hypothesis) & the observed value.

Chi ’ square test (X2) = S (O ’ E)2/ E
Degrees Of Freedom = V = (R ’ 1) (C -1)

Were,

’O’ = Observed Frequency
’E’ = Expected Frequency
’R’ = Number of Rows
’C’ = Number of Columns
For all the chi-square test the table value has taken @ 5% level
of significance.
72



TABLE NO. 5.1

CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN
AGE AND SATISFACTION WITH REGARDING THE CELL
PHONE SERVICE PROVIDER

AGE
LEVEL OF SATISFACTION
TOTAL
HIGH MODERATE LOW
UPTO 20 2 22 1 25
21 -30 15 36 13 64
31 -40 0 5 0 5
ABOVE 40 1 6 3 10
TOTAL 18 69 17 104
HO: There is no significant relationship between age and level of
satisfaction.

H1:
There is significant relationship between age and level of
satisfaction

O E O-E (O-E)2 (O-E)2/E
2 4.50 -2.50 6.25 1.39
15 11.52 3.48 12.11 1.05
0 0.90 -0.90 0.81 0.90
1 1.80 -0.80 0.64 0.36
22 17.25 4.75 22.56 1.31
36 44.16 -8.16 66.59 1.51
5 3.45 1.55 2.40 0.70
6 6.90 -0.90 0.81 0.12
1 4.25 -3.25 10.56 2.49
13 10.88 2.12 4.49 0.41
0 0.85 -0.85 0.72 0.85
3 1.70 1.30 1.69 0.99
TOTAL 11.07

73

is accepted since the calculated value of x2 (11.07) less
(12.59) hence there is no significant


X2 = S (O-E)2 / E = 11.07

Number of degree of freedom:
ndf = (row-1) (column ’1)

(3) (2)
=6
Table value of x2 at 5% level of significant = 12.59
Conclusion:

HO

than the table value of x2
relationship between level of satisfaction and age.

74



TABLE NO. 5.2

GENDER AND SATISFACTION WITH REGARDING THE CELL
PHONE SERVICE PROVIDER

GENDER
TOTAL
HIGH MODERATE LOW
MALE 11 42 13 66
FEMALE 7 27 4 38
TOTAL 18 69 17 104

HO: There is no significant relationship between gender and level
of
satisfaction.
H1
: There is significant relationship between gender and level of
satisfaction
O E O-E (O-E)2 (O-E)2/E
11 11.88 -0.88 0.77 0.07
7 6.84 0.16 0.03 0.00
42 45.54 -3.54 12.53 0.28
27 26.22 0.78 0.61 0.02
13 11.22 1.78 3.17 0.28
4 6.46 -2.46 6.05 0.94
TOTAL 1.59

75

HO is accepted since the calculated value of x2 (1.59) less than
the table value of x2 (5.99) hence there is no significant relationship


X2 = S (O-E)2 / E = 1.59

(1) (2)
=2
Conclusion:

between level of satisfaction and gender.

76



TABLE NO. 5.3

MARITAL STATUS AND SATISFACTION WITH REGARDING
THE CELL PHONE SERVICE PROVIDER

MARITAL
STATUS
TOTAL
HIGH MODERATE LOW
MARRIED 7 17 6 30
UNMARRIED 11 52 11 74
TOTAL 18 69 17 104
HO: There is no significant relationship between marital status and
level of satisfaction.
H1
: There is significant relationship between marital status and
level
of satisfaction
O E O-E (O-E)2 (O-E)2/E
7 5.40 1.60 2.56 0.47
11 13.32 -2.32 5.38 0.40
17 20.70 -3.70 13.69 0.66
52 51.06 0.94 0.88 0.02
6 5.10 0.90 0.81 0.16
11 12.58 -1.58 2.50 0.20
TOTAL 1.91

77

is accepted since the calculated value of x2 (1.91) less than


X2 = S (O-E)2 / E = 1.91

(1) (2)
=2
Conclusion:

HO

between level of satisfaction and marital status.

78


TABLE NO. 5.4

EDUCATIONAL QUALIFICATION AND SATISFACTION WITH
REGARDING THE CELL PHONE SERVICE PROVIDER

EDUCATIONAL LEVEL OF SATISFACTION
TOTAL QUALIFICATION HIGH MODERATE LOW
UP TO HSC 6 4 18 28
GRADUATE 9 6 36 51
PROFESSIONAL 2 1 8 11
OTHERS 1 6 7 14
TOTAL 18 17 69 104

HO: There is no significant relationship between educational
qualification and level of satisfaction.

O E O-E (O-E)2 (O-E)2/E
6 5.04 0.96 0.92 0.18
9 9.18 -0.18 0.03 0.00
2 1.98 0.02 0.00 0.00
1 2.52 -1.52 2.31 0.92
4 4.76 -0.76 0.58 0.12
6 8.67 -2.67 7.13 0.82
1 1.87 -0.87 0.76 0.40
6 2.38 3.62 13.10 5.51
18 19.32 -1.32 1.74 0.09
36 35.19 0.81 0.66 0.02
8 7.59 0.41 0.17 0.02
7 9.66 -2.66 7.08 0.73
TOTAL 8.09
H1
: There is significant relationship between educational
qualification and level of satisfaction
79



X2 = S (O-E)2 / E = 8.09

(3) (2)
=6
Conclusion:

HO

is accepted since the calculated value of x2 (8.09) less than
between level of satisfaction and educational qualification.
80


TABLE NO. 5.5

OCCUPATION AND SATISFACTION WITH REGARDING THE
CELL PHONE SERVICE PROVIDER

OCCUPATION LEVEL OF SATISFACTION TOTAL HIGH MODERATE LOW
BUSINESS 3 9 4 16
PROFESSIONAL 0 2 0 2
EMPLOYEE 5 20 8 33
HOME MAKER 2 5 1 8
STUDENT 8 32 4 44
OTHERS 0 1 0 1
TOTAL 18 69 17 104

HO: There is no significant relationship between occupation

and level of satisfaction.
H1: There is significant relationship between occupation
and level of satisfaction

O E O-E (O-E)2 (O-E)2/E
3 2.88 0.12 0.01 0.01
0 0.36 -0.36 0.13 0.36
5 5.94 -0.94 0.88 0.15
2 1.44 0.56 0.31 0.22
8 7.92 0.08 0.01 0.00
9 11.04 -2.04 4.16 0.38
2 1.38 0.62 0.38 0.28
20 22.77 -2.77 7.67 0.34
5 5.52 -0.52 0.27 0.05
32 30.36 1.64 2.69 0.09
4 2.72 1.28 1.64 0.60
0 0.34 -0.34 0.12 0.34
8 5.61 2.39 5.71 1.02
1 1.36 -0.36 0.13 0.10
4 7.48 -3.48 12.11 1.62
TOTAL 3.82
X2 = S (O-E)2 / E = 3.82

81


(5) (2)
= 10


Conclusion:
between level of satisfaction and occupation.
82


TABLE NO. 5.6

MONTHLY INCOME AND SATISFACTION WITH REGARDING
THE CELL PHONE SERVICE PROVIDER

MONTHLY INCOME LEVEL OF SATISFACTION TOTAL HIGH MODERATE LOW
LESS THAN Rs.5000 4 27 1 32
Rs.5001 TO 10000 12 27 9 48
Rs.10001 TO 15000 1 10 1 12
ABOVE 15000 1 5 6 12
TOTAL 18 69 17 104

HO:

H1:


There is no significant relationship between monthly income
There is significant relationship between monthly income
O E O-E (O-E)2 (O-E)2/E
4 5.76 -1.76 3.10 0.54
12 8.64 3.36 11.29 1.31
1 2.16 -1.16 1.35 0.62
1 2.16 -1.16 1.35 0.62
27 22.08 4.92 24.21 1.10
27 33.12 -6.12 37.45 1.13
10 8.28 1.72 2.96 0.36
5 8.28 -3.28 10.76 1.30
1 5.44 -4.44 19.71 3.62
9 8.16 0.84 0.71 0.09
1 2.04 -1.04 1.08 0.53
6 2.04 3.96 15.68 7.69
TOTAL 11.21

X2 = S (O-E)2 / E = 11.21

83




(3) (2)
=6
Conclusion:

HO is accepted since the calculated value of
no
x2 (11.21) less
than the table value of x2 (12.59) hence there is significant
relationship between level of satisfaction and monthly income.

84


TABLE NO. 5.7

CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN SERVICE PROVIDERS AND
SATISFACTION

SERVICE LEVEL OF SATISFACTION TOTAL PROVIDERS HIGH MODERATE LOW
AIRCEL 3 18 2 23
AIRTEL 12 36 5 53
BSNL 0 3 1 4
RELIANCE 0 4 4 8
TATA INDICOM 0 1 2 3
VODAFONE 3 6 3 12
OTHERS 0 1 0 1
TOTAL 18 69 17 104

HO: There is no significant relationship between service providers

H1:


There is significant relationship between service providers
O E O-E (O-E)2 (O-E)2/E
3 4.14 -1.14 1.30 0.31
12 9.54 2.46 6.05 0.63
0 0.72 -0.72 0.52 0.72
0 1.44 -1.44 2.07 1.44
0 0.54 -0.54 0.29 0.54
3 2.16 0.84 0.71 0.33
0 0.18 -0.18 0.03 0.00
18 15.87 2.13 4.54 0.29
36 36.57 -0.57 0.32 0.01
3 2.76 0.24 0.06 0.02
4 5.52 -1.52 2.31 0.42
1 2.07 -1.07 1.14 0.55
6 8.28 -2.28 5.20 0.63
1 0.69 0.31 0.10 0.00
2 3.91 -1.91 3.65 0.93
5 9.01 -4.01 16.08 1.78
1 0.68 0.32 0.10 0.15
4 1.36 2.64 6.97 5.12
2 0.51 1.49 2.22 4.35
3 2.04 0.96 0.92 0.45
0 0.17 -0.17 0.03 0.00
TOTAL 8.76

X2 = S (O-E)2 / E = 8.76

85


(6) (2)
= 12


Conclusion:
between level of satisfaction and service provider.
86



TABLE NO. 5.8

USE OF CELL PHONE AND SATISFACTION

PURPOSE
TOTAL
HIGH MODERATE LOW
BUSINESS 3 7 5 15
PERSONAL 15 62 12 89
TOTAL 18 69 17 104

HO:

H1:


There is no significant relationship between use of cell phone
There is significant relationship between use of cell phone
O E O-E (O-E)2 (O-E)2/E
3 2.70 0.30 0.09 0.03
15 16.02 -1.02 1.04 0.06
7 10.35 -3.35 11.22 1.08
62 61.41 0.59 0.35 0.01
5 2.55 2.45 6.00 2.35
12 15.13 -3.13 9.80 0.65
TOTAL 4.19

87



X2 = S (O-E)2 / E = 4.19

(1) (2)
=2
Conclusion:

between level of satisfaction and use of cell phone.
88



TABLE NO. 5.9

USE OF CELL PHONE AND SATISFACTION

HO: There is no significant relationship between type of connection

TYPE OF
CONNECTION
TOTAL
HIGH MODERATE LOW
POST PAID 4 14 8 26
PREPAID 14 55 9 78
TOTAL 18 69 17 104
H1: There is significant relationship between type of connection

O E O-E (O-E)2 (O-E)2/E
4 4.68 -0.68 0.46 0.10
14 14.04 -0.04 0.00 0.00
14 17.94 -3.94 15.52 0.87
55 53.82 1.18 1.39 0.03
8 4.42 3.58 12.82 2.90
9 13.26 -4.26 18.15 1.37
TOTAL 5.26

89



X2 = S (O-E)2 / E = 5.26

(1) (2)
=2
Conclusion:

between level of satisfaction and type of connection.

90



CHAPTER VI
FINDINGS, SUGGESTIONS AND CONCLUSION
INTRODUCTION:

This chapter is allocated to express the findings and
conclusions in this study. Statistical tools are applied to analyze the

data. It includes the result of each and every tables, charts and tests.

FINDINGS FROM PERCENTAGE ANALYSIS:

® On the basis of consumer preference, majority of the peoples
are preferred Airtel.
® On the basis of age group, most of the respondents (60%), are
using Airtel, who are in the category of upto 20 years.
® On the basis of marital status mostly unmarried respondents
are using cell phones than married respondents.
® On the basis of educational qualification, most of the graduates
are using cell phones.
® On the basis of occupation, the students are only used cell
phones in more level.
® On the basis of family income, 30% of the respondents are
using cell phones, who are all get family income of less than
Rs.5,000.
® Majority of the peoples are buy the cell phones by influencing
their family members.
91



® 3.8% of respondents are only influenced by advertisements.
® Majority of the peoples are using cell phones for personal
usage.
® Majority of the peoples are using prepaid scheme.
® Majority of the peoples are using cell phones both for
incoming and outgoing.
® Less than 20% of the peoples are only less awarred about
services provided by the services provider.
® Majority of the peoples are seeking brand image, for their
service provider.
® Majority of the respondents are highly satisfied about the price
of Airtel.
® No peoples are highly satisfied about the price of BSNL,
Reliance, Tata indicom.
® No peoples are dissatisfied about the price of the Airtel.
® On the basis of performance, no peoples are highly satisfied in
BSNL, Reliance.
® No peoples are dissatisfied about the performance of BSNL
service provider.
® On the basis of after sales service, the majority of the
respondents are highly satisfied in Airtel.
92



® No peoples are highly satisfied about the after sales service of
BSNL.
® Minority (5%) people are only dissatisfied about the after sales
services of BSNL and Reliance.
® On the basis of schemes at the time of the service, 55% of
peoples are highly satisfied.

® On the basis of periodical offers, majority of the peoples
highly satisfied in Airtel.
® On the basis of outgoing call charges, majority of people are
highly satisfied in Airtel.
® No people are highly satisfied about the outgoing call charges
of Tata indicome.

luxury.
® On the basis of consumer’s attitude, majority of the people are
states that cell phones are necessity to all.
® 8% of the respondents are only states that cell phones are
FINDING FROM CHI-SQUARE TEST:

’
Chi-square test reveals that there is no significant relationship
between satisfaction level and age.
’
Chi-square test shows that there is no significant relationship
between satisfaction level and gender.
93



’
Chi-square test indicates that there is no significant
relationship between the marital status and level of
satisfaction.

’
Chi-square test showing that there is no significant relationship
between education and level of satisfaction.
’
Chi-square test reveals that there is no significant relationship
between occupation and level of satisfaction.
’
between monthly income and level of satisfaction.
there

’
Chi-square test indicate that is no significant
relationship between service provider and satisfaction level.
network.
’
between the type of connection and level of satisfaction.
SUGGESTIONS:

æBSNL, Tata indicom should try to expand their customer’s

æReliance, and Tata indicom should try to attract the young
peoples. (upto 20 years)
æAirtel should try to attract old peoples also.

94



æAll the service providers are made good advertisements for
their service. Because, advertisements are take little part for
influencing the consumers.

æAll the service providers are try to increase post paid users.
æ75% of the peoples are unaware about the various services
to
rendered by their service provider. So the service providers try
to make awareness of their customers services their
customers.

æBSNL, Reliance, Tata indicom should attract the customers by
reducing their price.

æBSNL, Reliance customers are highly dissatisfied about the

should
performance of the service provider. So they should try to add
some advanced features towards their services.
æAircel should try to increase their after sales services.
æAirtel decreased their dissatisfied customers by
providing good after sales services.
æTata indicom should give periodical offers to their customers.
æTata indicome should decrease their outgoing call charges.

95


CONCLUSION:

This is an information era significance of information cannot
be over emphasized. This study attempts to find out the satisfaction
of consumer regarding cell phone service providers.

This decade, most of the peoples using cell phones. So, service

providers are increasing in more level. So service are provider
should over come another one’s competition. So, it leads to adding
new features, schemes, periodical offers to their service. So, the
consumers get maximum benefit from their service provider.
Now-a-days, cell phones are very necessity to all. Because, it
is give safety to the men and women also. And no person are feel
cell phones are luxury one. So most of the persons are also should

preferred these cell phones to their children.
96



BIBLIOGRAPHY

BOOKS:

MARKETING MANAGEMENT -V.S. Ramaswamy,
S.Namakumari

Vittal
RESEARCH METHODOLOGY -C.R.Kothari

OPERATION RESEARCH

INTERNET SOURCE:

www.mrvfonv.com

97



’A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES’

QUESTIONNAIRE

1.
Name :
2.
Sex : a. Male
b. Female
3. Age
: a. Up to 20 yrs b.21-30 yrs
4. Marital Status : a. Married b. Unmarried
5.
Educational Qualification
a. Business
a.Up to Hs b. Graduation c. Professional
d. Others _____________________________________(Pls Specify)
6.
Occupation :
b. Professional c. Employee
d. Home maker e. Student
f. Others
7.
Family income (P/m) :
a. Less than Rs.5, 000/-b. Rs. 5,000/- to 10,000/c.
Rs. 10,000/- to 15,000/-
d. Above Rs. 15, 000/98



8. Which cell phone (Service Provider) do you possess ?
a. Aircel b. Airtel c. BSNL d. Reliance
e. TATA Indicom f. Vodafone g. Others
9. Who influenced you
to by the particular cell phone service
provider ?
a. Family Member b. Neighbours
c. Relations d. Friends e. Advertisement
f. Dealers g. Others
10. Why do you buy the cell phones ?
a. For business b. For personal
11. Which type of scheme is most preferable by you ?
a. Period b. Postpaid
12. If you have postpaid / prepaid connection mention scheme Name &
Monthly rental charges ?
13. Are you used Cell Phone (Service Provider) mainly for
a. Incoming b. Outgoing
c. Both d. SMS Messaging
99



14. Are you aware of the following details relating in your
connection ?
(Pre / Postpaid connection)

S. No Aware Neutral Unaware
a. Scheme
b. Balance of Talk charges
c. Periodical offers
d. Call waiting & Call
Diverting option
e. Modes of payment
15. Are you influenced by the following factors relating in your
connection ?
S. No Aware Neutral Unaware
a. Monthly rental charges
b. Charges for cell phones
to land lines

c. Signal of tower Networki
d. Cost of scheme
e. Incoming (in days)
100



f. Number of outgoings calls
g. Outgoings call charges
16. What factor influenced you to decide your Cell Phones service ?
a. Deposit amount
b. Brand Image
c. Availability
d. Credit facility for your connection
e.
f.
Customer care service
Service charges
17. Satisfaction about the particular cell phone service provider ?
Highly
Satisfacotry
Satisfactory
Non-
Satisfacotry
a. Price
b. Performance
c. Capacity
d. After sales service
e. Easy Process
101



f. Schemes
g. Various Facilities
h. Periodical Offers
i. Modes of Payment
j. Out going call
Charges
18. Do you face any difficulty in your cell phone connection ?
a. Yes b. No
19. If yes, please point out the problem ?
a. Coverage b. Service c. Clarity
d. Compulsion
d. Network busy d. Others
20. You consider mobile as a
a. Necessity b. Status c. Luxury
21. What is your valuable suggestion / opinion about your cell
phone service provider ?
102

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