CONTENTS

CHAPTER-I
Introduction
Objectives of the Study
Scope of the study
Limitations of the Study
Industry profile
Company profile

CHAPTER-II
Review of literature
CHAPTER-III
Research methodology

CHAPTER-IV
Data analysis and interpretation

CHAPTER-V
Findings
Suggestions
Conclusion

Questionnaire
Bibliography

1|Page
CHAPTER-I
Introduction
Objectives of the
study
scope of the
Study
Limitations of
the Study
Industry profile
company profile

2|Page
INTRODUCTION
Marketing

Marketing is the process of planning and executing the

conception, pricing, promotion and distribution of ideas, goods

and services to create exchanges that satisfy individual and

organizational objectives.

In a most simple and non-technical language, marketing

may be explained as a business function entrusted with the

criterion and satisfaction of customers to achieve the aims of

business itself in popular usage, the term "marketing" refers to

the promotion of products, especially advertising and branding.

However, in professional usage the term has a wider meaning. It

can be divided into four sections. Often called the "four Ps'".

BRAND AWARENESS

Brand, the hip, catches all word of the New Economy. It

suggested all a company needed succeed was awareness.

Image, as they say, was everything. Pat Harpell saw it up close

as the CEO of Harpell Inc., an integrated marketing firm in

Maynard, Massachusetts. Over the past few years, many

entrepreneurs have called on her to create branding programs,

and she could see that old-fashioned branding strategies had

gone astray. Thats not a branding program; that's a logo." she

says. "Basic business principles fell apart."'

3|Page
Branding turned into a game of being seen for the sake of

being seen, without giving consumers a reason to buy.

What ultimately fell apart was the connection between

companies and consumers. Branding turned into a game of being

seen for the sake of being seen, without giving consumers reason

to buy. "There's been a tremendous abuse of branding," says Jef

Dufresne, managing director of Brand Storm, a brand-consulting

group in Cincinnati. "I think people got confused and thought

branding was just throwing some ill-conceived advertising out

there to gain awareness."

With the dotcom fallout, companies are relearning the basic

lessons of what makes a successful brand-mainly that you can't

live on image only. Eyeballs don't equal sales, and logos don't

create loyalty. Consumers want to know what you arc all about

and why they should trust you enough to purchase your product.

This will never change, no matter how much technology alters

our lives.

Its that dialogue that's beer, missing lately, Koehn says,

and it's essential to any branding strategy. Branding has become

a monologue instead of a dialogue. Entrepreneurs need to leave

their ivory office towers and talk to people. They need to be

responsive to their customers. They have to make sure their

branding messages are understood by everyone inside the

company. Over the last few years. People didn't realize how hard

4|Page
branding really is. Koehn says. But its rewards are equal to is-s

difficulty.

OBJECTIVES OF THE STUDY

PRIMARY OBJECTIVE

A study on consumers brand awareness towards the Airtel

SECONDARY OBJECTIVES

1. To identify the awareness strategies of the Airtel brand.

2. To analyze how many cellular users know about the

services provided by Airtel.

3. To find out the reasons for the retention of the Airtel

customers.

4. To suggest measures to improve brand awareness towards

airtel

5|Page
SCOPE OF THE STUDY

The study plays a very important role in market research. It also helps to understand
and identify the human action towards brand.

The information thus gathered by conducting a systematic market research would help to
finding out the brand awareness of the consumers.

This study was mainly focused towards people of Bangalore who belong to different age
group and reside in different localities, in order to find out their preference given to
particular brand.

6|Page
 LIMITATIONS OF STUDY

The time given was not sufficient as only one person had to conduct
the survey.

The exact thinking of the respondents cannot be found out.

Surrogate error could be one of the limitations.

Finding are made within the limited information and views of the
respondents. so a chance of bias information is not totally eliminated

7|Page
 INDUSTRY PROFILE
MARKETING

Marketing deals with identifying and meeting human and

social needs. One of the shortest definitions of Marketing is

Meeting needs profitably. When eBay recognized that people

were unable to locate some of the items they desired most and

created an online auction clearing house as when IDEA noticed

that people wanted good furniture of a substantially lower price

and created knock-down furniture.

Marketing is an organizational function and a set of

processes for creating, communicating, and delivering value to

customers and for managing customer relations in ways that

benefit the organization and its stoke holders.

8|Page
Four Basic Features of Modern Marketing

Modern marketing is consumer oriented.

Modern marketing starts and ends with the consumer.

Modern marketing precedes and succeeds production.

Modem marketing is the guiding element of business.

Importance of marketing:

A high level of marketing activity is a prerequisite for a high

level economic activity. It has been aptly remarked. "Nothing

happens until somebody sells something. At present the urgency

is for increased marketing and not merely for increase in

production. This alone shows the importance of marketing as a

potential force that commands high significance for society as a

whole.

9|Page
What Is a Brand?

Perhaps the most distinctive skill of professional marketers

is their ability to create, maintain, protect and enhance brands.

Marketers say that "branding is the art and cornerstone of

marketing.

The American Marketing Association defines a brand as

follows:

A brand is a name, term, sign, symbol, or design, or a

combination of them, intended to identify the goods or services

of one seller or group of sellers and to diferentiate them from

those of competitors.

In essence, a brand identifies the seller or maker. It can be

a name, trademark, logo, or other symbol. Under trademark law,

the seller is granted exclusive rights to the use of the brand

name in perpetuinity. Brands difer from other assets such as

patents and copyrights, which have expiration dates.

A brand is essentially seller's promise to deliver a specific

set of features, benefits, and services consistently to the buyers.

The brands convey a warranty of quality. But a brand is an even

more complex symbol.

10 | P a g e
 It can convey up to six levels of meaning:

1. Attributes: A brand brings to mind certain attributes.

Mercedes suggests expensive, well-built, well-engineered,

durable, high-prestige automobiles.

2. Benefits: Attributes must be translated into functional and

emotional benefits. The attribute "durable" could translate into

functional benefit "I won't have to buy another car for several

years". The attribute "expensive" translates into the

emotional benefit the car makes me feel important and

admires.'

3. Values: The brand also says something about the producer's

values Mercedes stands for high performance, safety and

prestige.

4. Culture: The brand may represent a certain culture. The

Mercedes represents German culture: organized, efficient, high

quality.

5. Personality: The brand can project a certain personality.

Mercedes may suggest a no-nonsense boss (person), a reigning

lion (animal), or an austere place (object).

6. User: The brand suggests the kind of consumer who buys or

uses the product. We would expect to see a 55-year-old top

executive behind the wheel of a Mercedes, not a 20-year-old

secretary.

11 | P a g e
 If a company treats a brand only as a name, it misses the

point. The branding challenge is to develop a deep set of positive

associations for the brand. Marketers must decide at which

level(s) to anchor the brand's identity. One mistake would be to

promote only attributes. First, the buyer is not as interested in

attributes as in benefits. Second, competitors can easily copy

attributes. Third, the current attributes may be come less

desirable later.

Promoting the brand only on one benefit can also be risky.

Suppose Mercedes touts its main benefit as "high performance".

Then several competitive brands emerge with high performance

as compared to other benefits. Mercedes needs the freedom to

maneuver into a new benefit positioning.

The most enduring meanings of a brand are its values,

culture, and personality. They define the brand's essence, The

Mercedes stands for high technology, performance and success.

Mercedes must project this in. its brand strategy. Mercedes must

resist marketing an inexpensive car bearing the name; doing so

would dilute the value and personality. Mercedes has built up

over the years.

12 | P a g e
 BRAND AWARENESS

Brand, the hip, catches all word of the New Economy. It

suggested all a company needed succeed was awareness.

Image, as they say, was everything. Pat Harpell saw it up close

as the CEO of Harpell Inc., an integrated marketing firm in

Maynard, Massachusetts. Over the past few years, many

entrepreneurs have called on her to create branding programs,

and she could see that old-fashioned branding strategies had

gone astray. Thats not a branding program; that's a logo." she

says. "Basic business principles fell apart."'

Branding turned into a game of being seen for the sake of

being seen, without giving consumers a reason to buy.

What ultimately fell apart was the connection between

companies and consumers. Branding turned into a game of being

seen for the sake of being seen, without giving consumers reason

to buy. "There's been a tremendous abuse of branding," says Jef

Dufresne, managing director of Brand Storm, a brand-consulting

group in Cincinnati. "I think people got confused and thought

branding was just throwing some ill-conceived advertising out

there to gain awareness."

With the dotcom fallout, companies are relearning the basic

lessons of what makes a successful brand-mainly that you can't

live on image only. Eyeballs don't equal sales, and logos don't

create loyalty. Consumers want to know what you arc all about

13 | P a g e
and why they should trust you enough to purchase your product.

This will never change, no matter how much technology alters

our lives.

Branding has become a monologue instead of

a dialogue. Entrepreneurs need to leave their ivory

office towers and talk to people.

Its that dialogue that's beer, missing lately, Koehn says,

and it's essential to any branding strategy. Branding has become

a monologue instead of a dialogue. Entrepreneurs need to leave

their ivory office towers and talk to people. They need to be

responsive to their customers. They have to make sure their

branding messages are understood by everyone inside the

company. Over the last few years. People didn't realize how hard

branding really is. Koehn says. But its rewards are equal to is-s

difficulty.

Harpell recently studied a group of new companies to see

how ingrained their branding messages were inside those

companies. She found that many employees weren't aware of

their companies' branding messages at all. There were no

brand connection, no teaching of employees and no

communicating with consumers, Harpell says.

The web's problems, too. When management and

technology consulting firm Accenture and technology research

company Online Insight surveyed 2000 online consumers last

14 | P a g e
year, they found that a lot of the givens about the web that

marketers operate under are false. While most of the marketing

is aimed at youth, the average online shopper is 35 to 44.

Entrepreneurs also assumed that advertisements drew

consumers to their sites while customers survey veiled on

search engines. And the low prices companies touted weren't

what customers were looking for; they wanted satisfying

customer encounter that was Fast and convenient.

"Branding is about more than the sock puppet. It's about

the total customer experience," says Kelly Dixon, co-author of the

study and director of e-branding at Accenture in Chicago.

"Companies haven't focused on the entire package."

Consumers developed a love-hate relationship with late-'90s

branding strategies. Observes David Schumann, consumer

psychologist and associate dean at the University of Tennessee in

Knoxville. On one hand, seeing logos invade every inch of public

space has left U.S consumers over-exposed to branding. On the

other hand, consumers are paying attention, if only briefly, to

discover whether you'll reveal that one clear benefit your product

or service ofers that'll make them try it. The problem is this "one

clear benefit" has been missing in plenty of branding campaigns,

and Schumann sees companies facing the fallout: consumers

sticking with the products they've trusted for a long time instead

of taking a chance on products they don't really understand.

15 | P a g e
When the value proposition is missing, Schumann says, risk-

averse consumers will go with what they know.

WIRELESS MEDIA

Cellular Telephony:

The technology that gives a person the power to

communicate anytime anywhere has spawned an entire industry

in mobile telecommunications. Mobile telephones have become a

business/economy,

The most prevalent wireless standard in the world today is

GSM. The GSM association (Global System for Mobile

Communication) was instituted in 1987 to promote and expedite

the adoption, development, deployment and evolution of the

GSM standards for digital wireless communications. The GSM

association was formed as a result of a European community

agreement on the need to adopt common standards suitable for

cross border European mobile communications. Starting of

primarily as a European standard, the group special mobile as it

was then called, soon came to represent the global system for

mobile communication as it achieved the status of a world wide

standard. GRM is today, the worlds leading digital standard

accounting for 68.5% of the global digital wireless market. The

16 | P a g e
Indian government when considering the introduction of cellular

services into the country, made a landmark decision to introduce

the GSM standard, leap fogging obsolescent

technologies/standards. Although cellular licenses were made

technology neutral in September 1999, all the private operators

are presently ofering only GSM based mobile services. The new

licenses for the 4'1 cellular licenses that were awarded in July

2001 too, have opted for GSM technology to ofer their mobile

services.

Cellular Industry in India:

The government of India recognizes that the provision of a

world class telecommunication infrastructure and information is

the key to rapid economic and social development of the country.

It is critical not only for the development of the information

technology industry, but also has widespread ramifications on

the entire economy of the country. It is also anticipated that

going forward, a major part of the GDP of the country would be

contributed by this sector. Accordingly, it is of vital importance

to the country that there be a comprehensive and forward

looking telecommunications policy which creates an enabling

framework for the development of this industry.

India today is emerging as one of the most

important and exciting wireless markets in the world.

17 | P a g e
History of telephony in India: The first telegraph line in India

was commissioned in October 1851 for the East India Company.

That was the beginning of India's electronic contact with the

world. A hundred years later, the first automatic telephone

exchange opened in Calcutta. From then to 1995, (when the first

cellular phone call was made at the princely cost of Rs 16.80 per

minute) for the average Indian, getting a telephone connection

meant having contacts at the right places.

Of course, what is playing out in India is just one exciting

chapter in the global wireless revolution - a revolution that has

ensured that mobile phones are the most widespread

communication devices on earth. There are more than 50 million

subscriptions as 1st October 2007; the company is one of the

worlds fastest growing telecom companies. It ofers its mobile

services under the Airtel brand and is headed by Sunil Mittal,

Indias 6th richest man with a total worth of US$27 billion.

Some analysis advises taking slightly more conservative

figure. They point out that there is some degree of over-counting

by cellular service operators in the mad rush to report higher

subscribers numbers, it is often hard to tell just how many active

subscribers each operator has. While post-paid customers need

to surrender their number to recover their deposits, there is no

such compulsion for prepaid customers, who account for well

over 80% of the subscriber base. And most operators allow a

pre-paid subscriber to exist in the system for anything ranging

18 | P a g e
from 45days to 6 months, even after they have stopped buying

talk-time. So, many of those subscribers simply do not exist.

Even the specter of -double counting cannot take away

from the fact that India's mobile party is in full swing. And that it

is likely to continue at least for the next couple of years.

Everyone - the Government, Vendors, Handset manufacturers,

and operators -is pulling out all the stops to make sure that the

party doesn't end prematurely. The introduction of the unified

license has sorted out the key regulatory concerns. Sure there

are still a few direct investment limits to 74%.

The equipment and handset vendors are keeping the

growth story going. If two years ago, capacity enhancement cost

over $100 per subscriber, it is under $40 now. Nokia is now

getting increasingly aggressive in the Indian telecom equipment

market. Recent data suggests that its equipment rates have

come down to S25 per subscriber- once again, among the lowest

in the world.

In just a decade, the Indian telecom sector has transformed

itself from a musty tome of arcane into a growth story on

steroids.

19 | P a g e
 COMPANY PROFILE

AIRTEL

All of us communicate all the time. And AIRTEL believes

that's the way it should be. All of us communicate whether it's

mid day or mid night: Whether it's someone at the other end of

the world, or the other end of the room . Technology shouldn't

control when and with whom you can communicate.

About Airtel

Airtel, of course is a new product in Andhra Pradesh which

was a product of the Bharti Tele-ventures LIMITED. It provides

mobile. broadband & telephone (fixed line), long

distance(international& national) and enterprise service. It was

established as Public Limited company on July 07 in the year

1995. The proportionate revenue as per the Indian GAAP

Accounts are RS 81,558 million(year ended March 31.2005-

Audited); Rs 50,369 million(year ended march 31, 2004-Audited).

The Proportionate EBITDA is Rs 30,658 million(year ended March

31,2005-Audited) and RS 17,055 million (year ended March 31,

2004-Audited) as per the Indian GAAP Accounts,

The shares in issue as at December 31,2005 are

1,890,061,154. The listings of the Bharti tele-ventures limited are

20 | P a g e
The Stock Exchange, Mumbai(BSE), and The National Stock

Exchange Limited of India Limited(NSE).

Market Capitalization as on March 20,2006 is Approximately

Rs.727 billion and the closing BSE share price = Rs 384.65.

The customer base of the Bharti Tele-Ventures Limited is

there are 18,450,074 GSM mobile customers and 1,290,246

broadband & telephone(fixed line) customers as at the month

ended February 28,2006.

Operational network of Bharti Tele-Ventures Limited is

that it provides GSM mobile services in all the 23 telecom

circles in India, thus being the only telecom operator having an

all India presence. It provides broad band(DSL) and telephone

services(fixed line) in 15 telecom circles in India.

About our Mobile:

It's the instrument that will change your life making

communication simple and efective, besides keeping you within

a phone call away from any one on the planet, always. However

it is to be made sure that your handset is GSM 1800 compatible

handset.

Battery

This is the heart of your phone. Before using your battery

for the first time, charge it up to 6-8 hours depending on the

phone you are using.

21 | P a g e
Adapter/Charger

This is the food for your battery. Connect it to your phone

and plug it to an electric point to make sure your batter," never

lets you down.

SIM card: Subscriber identification Module

This little card needs to be inserted into your phone . It will

instantly connect you to, the AIRTEL network, and put you in

touch with the world. Your SIM card will already have the

numbers of all the Dial-in-Services and SMS based services,

which you can access directly from the phone book built into

your AIRTEL phone .

Getting Connected

Before you say "HELLO" for the first time on your AIRTEL

phone, make sure you check two things :

Your battery is full charged.

Your SIM card is properly inserted.

Saying 'Hello'

These keys vary depending upon the model of your cell

phone or the button you use to make a call of the button you use

to end a call.

The button bearing the instruction "call" key(generally in

green color) or "Yes" or "Semi" or Ok" is used to make a call and

22 | P a g e
the button bearing the instruction "cancel" key(generally in red

color) or "No" or "C" is used to end the call.

Making calls from your AIRTEL mobile

To make a local call

If you are calling n landline in your city/town, dial 0891

followed by the landline number in case of Chennai i.e.. you have

to dial the local code followed by the landline number to be

called. Eg: 0891-2538791.

To call a local cellular number

Directly dial the 10 digit cellular number you want. Eg:

98490XXXXX, 98660XXXXX.

To call a three digit landline number

Dial the three digit landline number you want. E<;; 108.

To call an STD number

Dial the STD code followed by the landline number you

want same as that of you have called a local number in Chennai.

Eg: 040XXXXXXXX if called to a landline in Hyderabad.

23 | P a g e
To call a cellular number outside Andhra Pradesh

Dial "0" (zero) followed by the 10 digital cellular number

you want. Eg:098100XXXXX.

To make a call out of the country

Dial 00 or + followed by the country code, then the area

code and finally the landline number you want. Eg:

00449743XXXX.

To make a call to a cellular number in another country.

Dial 00 or -t- then the country code and the cellular number

you want. Eg; 001225389XXXX.

To leave a message on a pager

Dial the local city/town code followed by the pager number.

Eg;0891XXXX.

For Customers Security:

A1RTEL phone is built with in built safety features. Getting

familiar with them will prevent misuse of your phone.

Personal Identification Number(PJ.N)

This 4 digit password helps ensure that not just anyone can

use your AIRTEL phone. To activate it we have to fellow the

instructions given in the ceil phone user guide. Once activated

you are given a default password 0000. You can change this

24 | P a g e
through the menu setting on your AIRTEL mobile. If the incorrect

PIN is entered thrice in succession, your SIM card will be blocked.

Personal Unblocked Key (PUK)

This 8 digit number used to unblock your SIM card. If the

PUK is incorrectly entered 10 times, your SIM card will be

permanently damaged. It will (hen have to be replaced by a new

one. If your card does not get blocked you can call 24 hour

AIRTEL CUSTOMER CARE at 98490 98490 or 121. toll free

number from your AIRTEL phone. Our personnel will help you

unblock it.

Be Careful

The SIM card can get completely damaged if:

It is inserted or removed often, or handled in a rough manner.

Something is stuck onto to it, scratched or written upon, or

cut.

It is exposed to a very high/low temperature or to a magnetic

field.

An incorrect PUK is entered 10 times.

Replacements

A SIM card can be conveniently replaced at The AIRTEL

Shop in the city, at an additional charge. Your AIRTEL phone

number will not be changed when you replace the SIM card.
25 | P a g e
 To prevent misuse of the AIRTEL phone in the case the

owner loses it. he can call 24 hour AIRTEL Care at 98490-98490

or 121 toll free number from any AIRTEL phone. The AIRTEL SIM

will be disconnected till you collect your new one.

26 | P a g e
 AIRTEL VALUE ADDED SERVICES

Preactivated STD/ISD

The STD and ISD facility comes preactivated on your

AIRTEL prepaid, so you do not have to bother about paying

deposits or having minimum balance in your account to make

STD/ISD call.

Caller Line Identification Presentation

This feature on your AIRTEL Prepaid facilitates the display of

the calling party's number. This facility comes at no extra charge

and allows you to recognize the caller.

Calling facility till the last rupee

Fun till the end! You dont have to bother about a minimum

balance required to make any calls.

Prepaid National Roaming

Airtel Prepaid is the first prepaid mobile card in the

country to provide "All India Roaming", that comes preactivated

with your connection. So that you can make outgoing calls in

Delhi, UP(west), Haryana, Himachal Pradesh, Punjab, Ultaranchal,

Mumbai, Maharashtra, Goa, Guiarat. Madhya Pradesh, Karnataka,

Tamil Nadu, Chennai, Kerala, Kolkata. While roaming in the rest

of India like West Bengal and Bihar, where Airtel is not present,

you get the facility of receiving calls and sending SMS. You can

27 | P a g e
also now make and receive calls, send and receive SMS while

roaming on.

Hutch/Orange, Idea, BPL networks in India. You can also

send SMS while roaming in Delhi, Punjab, Haryana, UP (west) and

Utlaranchal(northern region only).

International Roaming

Airtel prepaid makes sure you to stay connected while you

trot across the globe, letting you receive incoming calls and send

SMS while roaming in more than 100 countries with 150 plus

networks.

SMS(Short Messaging Service)

Share those interesting one-liners, important reminders and

rib-tickling jokes, with anyone, anytime, anywhere in the world.

ROAMING :

With the Airtel roaming we will be able to whoever we want or

whenever we want irrespective of which part of India or the

world you are in, on our existing Airtel number.

Now one can always stay connected, no matter where they

are, with the Airtel Roaming facility, one can use their Airtel

phone in over 100 countries worldwide and over 530 cities

across India. Airtel Roaming makes life easy and convenient

for its subscribers.

28 | P a g e
 So whenever you are always just a local phone call away from

those who need you because you pay for the long distance

part of any incoming call.

And to make life much simple.-:, you will get only one bill that

will include all your expenses.

Roaming is the best way to say in touch, wherever you go in

India or around the world. Airte! brings roaming along with its

roaming partners. With roaming you will have just one phone

number wherever you travel across the world.

Payment Options

Now the Airtel customers can pay their bills easily through

the wide range of payment options.

Cash.

Cheque.

Credit Card.

Pay Online.

ATM Networks

29 | P a g e
Reference Interconnect Offer

The Reference Interconnect Ofer from Bharti Cellular

Limited covers the technical and commercial arrangement for

interconnection between the network of Bharti Cellular Limited

and the network of the interconnection seeker.

This offer covers the following:

1. Physical interconnection between the networks.

2. Charges for Other Services wherever applicable.

3. Charges for Sharing of Infrastructure Elements, wherever

applicable.

4. Applicable Technical standards.

5. Interconnect Unbundled Network Elements.

6. Interconnect usage Charges for Origination, Termination,

Transit Traffic.

30 | P a g e
CHAPTER-2
REVIEW OF LITERATURE

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3.1 THEORATICAL PRESPECTIVE
Over the past two and a half decades, there have been a number of studies in
brand awareness literature for the conceptualization of the construct of
consumerbrand relationships.

This interest in this stream of literature initiated because of the fact that the
term relationship as such is interesting and infiltrating (Patterson and O
Malley 2006). Patternson and O Malley (2006) in their critical review of
the brand relationship literature stated five major reasons that contribute to
the consideration of the concept of consumerbrand relationships. First, for
human beings, the concept of relationship is more intuitive and appealing.
Second, the concept of brand relationships emerged out of the supposed
failure of brand image research to predict consumer behavior. Third,
excessive importance given by the researchers to branding loyalty construct
since the last 40 years and the subsequent attempt to capture the exact nature
of brand loyalty. Fourth, brand managers overwhelming consciousness to
protect their assets during the turbulent and competitive environment.
Finally, the crucial factor that contributes the emergences of consumer
brand relationships is the introduction of the brand personality concept and
its subsequent anthropomorphization of brands.

In brand management literature, considerable studies have been conducted

to concepulize consumerbrand relationships through establishing the
anthropomorphous characteristics of brands, such as personality (Aaker
1997; Batra et al. 1993; Durgee 1988) and Charisma (Smothers 1993).

This attempt of personification of brands has now reached its new height
with the introduction of strong and deep-rooted interpersonal characteristics,
such as love (Batra et al. 2012), attachment (Thomson et al. 2005; Park et al.
2012), and the integration of negative and positive aspects of emotional and
nonemotional interpersonal characteristics (Park et al. 2013).

In short, the majority of these extant literatures in consumer branding

conceptualized the concept of consumerbrand relationship as analogous as
interpersonal relationships by assuming anthropomorphous characteristics,
which adds brands a character and allows to see the brand as a person who
can engage in a mutual and reciprocal exchange relationship. Blackston

32 | P a g e
(1992) has the credit for the original development of consumerbrand
relationship concept (Aaker 1994). In his conceptual paper, the author
argued that brand relationships are the logical extension of brand
personality, which is more or less similar to the relationship between people
(Blackston 2000.

In an observational note, Blackston (2000) conceptualized brand

relationships as: The concept of a relationship with a brand is neither novel
nor outrageous. It is readily understandable as an analogue between brand
and consumer-of that complex of cognitive, affective, and behavioral
processes which constitute a relationship between two people (p. 80). The
majority of the conceptualizations of consumerbrand relationships in
branding presented with the use of relationship metaphors.1 The use of
these relationship metaphors from interpersonal domain (particularly from
high-involving human relationship, e.g., marriage) to branding domain
facilitated to the enhancement and reinforcement of the relationship between
consumer and brands. The human relationship metaphor of marriage
functioned as a source category and established the ground rule and content
for understanding relationship metaphor in a brandconsumer context.

The use of these relationship metaphors helped the researchers to map three
common characteristics across two disciplines, these are: interdependency,
temporality and perceived commitment (De Wulf et al. 2010; Hendrick and
Hendrick2010; Hinde 2011; Oliver 2011). Interdependency explains that
relationship involves a reciprocal exchange between active and
interdependent relationship partners. In branding, context interdependency
is between two active partners such as brand and consumer. Temporality
means that relationship would not happen in an isolated manner, it is
generated through a series of repeated actions. In branding context,
temporality explains that relationships between brand and consumer
happens only through a series of repeated interactions. Perceived
commitment explains that relationship ranges across several dimensions and
takes many forms, but they all provide possible benefits for their
participants and therefore willing to continue a relationship. In branding
context, perceived commitment explains that the relationship between brand
and consumer may take several forms and types and this will ultimately lead
to intention to stay with the brand. This mapping of common characteristics
across disciplines using metaphors helped the researchers in branding to
develop specific relationship constructs such as, brand commitment (BC),
brand love, passion interdependency, and brand attachment (BA). To an
extent, the use of metaphoric transfer also helped the marketing community
to implement the brand relationship elements in brand building.

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Monga (2012) stated that the use of relationship metaphors in consumer
brand context facilitated the understanding of brand loyalty, in-depth
information about consumer needs and wants, and thereby assisted
companies to improve better products and marketing activities. Followed by
the above-mentioned qualities of interdependency, temporality, and
perceived commitment, there were a series of conceptual and empirical
works on the topic of consumerbrand relationships published in different
contexts.

Fournier (2012) in her conceptual paper used human relationship metaphors

to explain consumerbrand relationships and stated that there exist
relationship qualities between consumer and brands. Fournier (2012)
extended these three qualities further into four conditions to exist to satisfy
consumerbrand relationships. First, consumer brand relationships exist
when there exist reciprocal exchanges between brand and consumer.
Second, the interactions between brand and consumers are purposive. Third,
the relationships between brand and consumers take different forms and
types. Finally, the relationships between brand and consumers are a process
phenomenon; these relationships change according to contexts. Backed by
the above-mentioned four conditions, Fournier (2012) defines brand
relationships as: The brand person relationship is voluntary or imposed
interdependence between a person and a brand, characterized by a unique
history of interactions and an anticipation of future occurrences, that is
intended to facilitate socio-emotional and instrumental goals of the
participants, and that involves some types consolidating bond.

While extending the conceptualization, Nebel and Blattberg (2013) defined

consumer-brand relationships as: An integrated approach to establish,
maintain, and enhance relationships between a brand and its customers, and
to continually strengthen these relationships through interactive,
individualized and value added contacts, and a mutual exchange and
fulfillment of promises over a long period of time(p. 3). Aggarwal (2013)
stated that: People sometimes form a very intimate bond with brands and, in
some extreme cases, a passion that is often associated only with a close
circle of friends and family. This advancement in understanding of the
consumerbrand relationship, which is mainly from interpersonal literature,
provides the researchers to conceptualize and investigate the ties between
consumers and brands (Breivik and Thorbjornsen 2013)..

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 CHAPTER - 3

RESEARCH METHODOLOGY

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 RESEARCH METHODOLOGY

Research methodology is a design or plan as a guide for conducting research and

to systematically solve the research problem. It includes research design, sampling
procedures, data collection method and analysis procedure. Following research
methodology was adopted for the present study.

RESEARCH DESIGN

Research design is a blue print or framework which specifies the details of the
procedures necessary for obtaining the information needed to structure or solve research
problems.

DESCRIPTIVE RESEARCH

Descriptive research is also called Statistical Research. The main goal of this type of
research is to describe the data and characteristics about what is being studied. The idea
behind this type of research is to study frequencies, averages, and other statistical
calculations. Although this research is highly accurate, it does not gather the causes
behind a situation.

Descriptive research is mainly done when a researcher wants to gain a better

understanding of a topic for example, a frozen ready meals company learns that there is a
growing demand for fresh ready meals but doesnt know much about the area of fresh
food and so has to carry out research in order to gain a better understanding. It is
quantitative and uses surveys and panels and also the use of probability sampling.

SAMPLE DESIGN

Sample means, Where only a small unit of population under study are
considered for analysis. For our research work, we have adopted methods. For this
study adopted One Hundred and Eighty five samples were taken under convenient
sampling method.

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DATA COLLECTION

While dealing about the method of data collection to be used for the study, we should
keep in mind two type of data. I.e. primary data and secondary data.

PRIMARY DATA

Primary Data are these which are collected for the first time and they are original in
character. The researcher himself to study a particular problem collects them. In this
primary data has been collected for supportive evidence and analytical study.

SECONDARY DATA

The Secondary Data are those, which are already collected by someone for some
purpose and are available for the present study. In this study secondary data has been
collected for supportive evidence and analytical study

DATA COLLECTION INSTRUMENT

In this project, the researcher has used questionnaire for collecting the primary data. The
questionnaire consists of a number of questions typed in a definite order on a form or set
of forms relating to certain specific aspects regarding which the researcher collects the
data. The types of questions used in the questionnaire for the project are

TYPES OF QUESTIONS

Open-ended questions
Open-ended questions are the type of questions used to get suggestion from the
respondent in order to give feed back to the organization.

Close-ended questions
Close-ended questions are the type of questions with a clear declined set of
alternatives that confine the respondent to choose one of them. It is of two types

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a) Multiple-choice questions

In this type of questions, the respondents are given 4-5 choices in which the
respondents has to select one. For this type of questions, we can apply statistical tools
like Chi-square and weighted average method.

b) Dichotomous questions

In this type of questions, the respondents are given two choices in which the
respondents has to select one. For this type of questions, we can apply statistical tools
like internal estimate method.

c) Ranking

In ranking, questions will have the ranking skill, where the respondents are free
to rank them according to their preference.

SAMPLE SIZE

This refers to the number of items to be selected from the universe to a sample. The
size of the sample may neither be excessively large not too small. An optimum sample is
one that fulfills the requirements of efficiency, representativeness, reliability and
flexibility. The size of the sample for the study is 120.

TOOLS USED FOR ANALYSIS

The Statistical tools are used for analyzing the data are:

PERCENTAGE ANALYSIS
CHI-SQUARE

ONE WAY ANOVA

1) PERCENTAGE ANALYSIS

Percentage analysis shows the entire population in terms of percentages. It

reveals the number of belonging is a particular category or the number of people

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preferring a particular thing, etc., in terms of percentage. In this study, the number of
people who responded in a particulars manner is interpreted in the form of percentages.
Each table has been calculated on the basis of percentage.

No of respondents
Percentage = ------------------------------ X 100
Total respondents

2) CHI SQUARE TEST ANALYSIS

The chi-square test a fairly, simple and definitely the most popular of all the other
tools, the chi-square test is most widely used non-parametric tests in statistical work. It
makes no assumption about being sampled. The quantity chi-square describes the
magnitude of discrepancy between theory and observation.
2 = (Oi Ei) 2
i=1 Ei

3) ONE WAY ANOVA (F-Test)

The analysis of variance (ANOVA or F-test) is used in such problem where a

research wants to test for the significances of the difference between more than two as
sample mean. This is one of the most powerful statistical techniques. The ANOVA is
used in every type of experiment design concentrating both natural and social sciences.

One Way Classifications

In one way classifications, data are collected according to one criterion. The null
hypothesis takes the form that is; arithmetic means of the population from which the K
samples are randomly drawn are equal to one another.

WORKING PROCEDURE

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Step 1: H0: There is no significant different between column means as well as between
row means

H1: There is significant difference between column means or row means

Step 2: Find the Total number of Observations (N)

Step 3: Find the Total of all Observations (T)

Step 4: Find Critical Factor (C.F)

Step 5: Find the Total sum of squares (TSS) = Xij2 CF

Step 6: Find the Column Sum of Squares (CSS)

Step 7: ESS = TSS CSS

Source of Sum of Degrees of Mean Sum of F-Ratio

Variance Squares Freedom Squares

Between CSS
Columns c-1 M1= CSS/ c-1

Fc =
ESS N-c M2 = ESS/N-c
Residual

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41 | P a g e
CHAPTER-IV

DATA ANALYSIS AND INTERPRETATION

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Table -1
Classification of respondents of the basis of their age group

Sl. No. Age Group No of Respondents Percentage

1 20 30 55 50 %
2 30 40 30 25 %
3 40 50 25 20 %
4 50 & Above 10 05 %

Total 120 100 %

Graph - 1

Classification of the respondents on the basis of their age group

Interpretation

The above table interprets that 50% of the respondents belong to the age group of
20 - 30 years. 25% of the respondents belong to the age group of 30 40 years. 20 % of
the respondents belong to the age group of 40 50 years and the remaining 5 % belong
to the age group 50 and above.

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Table -2

Classification of respondents on the basis of their sex

Sl. No. Sex No of Respondents Percentage

1 Male 77 67 %
2 Female 43 33 %

Total 120 100 %

Interpretation

The above table interprets that the male respondents form 67 % and the female
respondents are form 33 %.

Male respondents form the opinion group being comparatively more than the female
respondents.
Graph -2

Classification of respondents on basis of their sex

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Table - 3

Classification of the respondents on the basis of their Occupation

Sl. No. Occupation No of Respondents Percentage

1 Working 80 70 %
2 Non Working 40 30 %
Total 120 100 %

Graph - 3

Classification of the respondents on basis of their Occupation

Interpretation

The above table interprets that the working class constitutes 70 % and the non working
class 30 % of the respondents.

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Table - 4
Classification of respondents on the basis of their monthly income

Sl. No. Income No of Respondents Percentage

1 <5000 12 10 %
2 5000 10000 48 40 %
3 10000 - 15000 25 23 %

4 15000 and above 35 27 %

Total 120 100 %

The above data indicates that most of the respondents belong to the middle and upper
income group which play an important role in purchase of AirTel.
Graph - 4
Classification of respondents on the basis of their monthly income

INTERPRATION :

The above table interprets that

10 % of respondents belong to the income group of less than 5000, 40 % of respondents
belong to the income group of 5000 10000, 23 % of respondents belong to the income
group of 10000 15000 and the remaining
27 % of respondents belong to the income group of 15000 and above

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Table - 5

Classification of respondents on the basis of owning a mobile

Sl. No. Own a Mobile No of Respondents Percentage

1 Yes 110 93 %
2 No 10 07 %
Total 120 100 %

Graph - 5

Classification of respondents on the basis of owning a mobile

Interpretation

The above table interprets that

93 % of respondents own a Mobile and 7 % of the respondents do not own a mobile.

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Table - 6

Classification of respondents on the basis of their awareness towards different mobile

connection

Sl. No. Mobile Connection No of Respondents Percentage

1 AirTel 40 34 %
2 BSNL 25 18 %
3 Vodafone 26 23 %
4 Reliance 24 22 %
5 Spice 05 03 %
Total 120 100

Graph - 6
Classification of respondents on the basis of their awareness towards different mobile
connection

Interpretation

The above table interprets that 34 % of the respondents are aware of the brand AirTel, 18
% of the respondents are aware of the brand BSNL, 23 % of the respondents are aware of
the brand Vodafone, 23 % of the respondents are aware of the brand reliance and 3 % of
the respondents are aware of the brand Spice mobile.

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Table - 7

Classification of respondents on the basis of their usage of other network other than
AirTel

Sl. No. Other Mobile Network No of Respondents Percentage

1 AirTel 61 51 %
2 BSNL 20 15 %
3 Vodafone 22 20 %
4 Reliance 15 12 %
5 Spice 03 02 %
Total 120 100
Graph - 7
Classification of respondents on the basis of their usage of other network other than
AirTel

Interpretation

The above table interprets that 51 % of the respondents are using AirTel Network, 15 %
of the respondents are using BSNL Network, 20 % of the respondents are using Hutch,
12 % of the respondents are using Reliance and 2 % of the respondents are using Spice
mobile network.

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Table 8
Classification of respondents on the basis of their influence to purchase through different
media
Sl. No. Media No of Respondents Percentage
1 T V Ads 28 25 %
2 Print Media 31 27 %
3 Radio (FM) 11 08 %
4 Hoardings 15 12 %
5 Word of mouth 35 28 %
Total 120 100

Graph - 8
Classification of respondents on the basis of their influence to purchase through different
media

Interpretation

The above table interprets that 25 % of the respondents are influenced to purchase by TV
Ads, 27 % of the respondents are influenced to purchase by Print Media, 08 % of the
respondents are influenced to purchase by Radio (FM), 12 % of the respondents are
influenced to purchase by Hoardings, 28 % of the respondents are influenced to purchase
by Word of mouth.

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Table - 9
Classification of respondents on the basis of their reference to purchase
Sl. No. Reference No of Respondents Percentage
1 Family 18 15 %
2 Dealers 26 21 %
3 Friends 38 33 %
4 Self 35 29 %
5 Others 03 02 %
Total 120 100

Graph - 9
Classification of respondents on the basis of their reference to purchase

Interpretation:
The above table interprets that 15 % of the respondents are influenced by Family to
purchase, 21 % of the respondents are influenced by Dealers to purchase, 33 % of the
respondents are influenced by Friends to purchase, 29 % of the respondents are
influenced by Self and remaining, 02 % of the respondents are influenced by Others
reference.

Table - 10

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Classification of respondents on the basis of their opinion towards promoting a brand
through different Medias.:

Sl. No. Media No of Respondents Percentage

1 T V Ads 51 47 %
2 Radio 26 21 %
3 Print 22 18 %
4 Hoardings 18 14 %
Total 120 100

Graph - 10

Classification of respondents on the basis of their opinion towards Promoting a Brand

through different media.

Interpretation:
The above table interprets that 47 % of the respondents are given opinion to promote
Brand by TV, 21 % of the respondents are given opinion to promote Brand by Radio, 18
% of the respondents are given opinion to promote Brand by Print remaining 14 % of the
respondents are given opinion to promote Brand by Hoardings.
Table - 11

Classification of respondents on the basis of their opinion towards Brand is important to

make a purchase.

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Sl. No. Opinion No of Respondents Percentage
1 Yes 63 53 %
2 No 57 47 %
Total 120 100

Graph - 11
Classification of respondents on the basis of their opinion towards Brand is important to
make a purchase.

Interpretation:
The above table interprets that 53 % of respondents are given opinion towards Brand is
important to make purchase.
47 % of respondents are given opinion towards Brand is not important to make purchase.

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Table - 12
Classification of respondents on the basis of their opinion towards Brand AirTel is
influenced their purchase.

Sl. No. Opinion No of Respondents Percentage

1 Yes 63 53 %
2 No 57 47 %
Total 120 100

Graph - 12

Classification of respondents on the basis of their opinion towards Brand AirTel is

influenced their purchase.

Interpretation:
The above table interprets that the 53 % of respondents are given their opinion that
Brand AirTel influence their purchase.
Remaining 47 % of the respondents are not influenced by the Brand AirTel.

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Table - 13
Classification of respondents on the basis of their opinion as they hear the Brand name
AirTel

Sl. No. Reasons No of Respondents Percentage

1 Music 30 25 %
2 Punchline 32 27 %
3 Brand Ambassador 18 13 %
4 Theme of Advertising 40 35 %
Total 120 100 %
Graph - 13
Classification of respondents on the basis of their opinion as they hear the Brand name
AirTel

Interpretation:
The above table interprets that the 25 % of respondents are given their opinion that as
they hear Brand AirTel they like Music, 27 % of respondents are given their opinion that
as they hear Brand AirTel they like Punchline, 13 % of respondents are given their
opinion that as they hear Brand AirTel they like Brand Ambassador and 35 % of
respondents are given their opinion that as they hear Brand AirTel they like Theme of
Advertising.
Table 14

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Classification of respondents on the basis of their preference towards the AirTel
Connection
Sl. No. Reasons No of Respondents Percentage
1 AirTel as a Popular Brand 29 25 %
2 Service 36 32 %
3 Price 17 13 %
4 Offers and schemes 17 13 %
5 Easy to purchase 16 12 %
6 Others 07 05 %
Total 120 100 %

Graph - 14
Classification of respondents on the basis of their preference towards the AirTel
Connection\

Interpretation:
The above table interprets that the when respondents were asked their usage preference
towards AirTel Connection. 25 % of the respondents said, they like the AirTel as a
popular Brand. 32 % of the respondent said they like the service provided by the AirTel.
13 % of the respondents said they were motivated by price, 13 % of respondents said
they like the offers and schemes and 12 % of the respondents said that is easy to
purchase and 5 % of the respondents said they used AirTel connection due to other
reasons.

Table - 15
Classification of respondents on the basis of their opinion towards the Brand
Ambassador to promote a product

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Sl. No. Opinion No of Respondents Percentage
1 Yes 55 45 %
2 No 65 55 %
Total 120 100 %

Graph - 15
Classification of respondents on the basis of their opinion towards the Brand
Ambassador to promote a product.

Interpretation:

The above table interprets that 45 % of the respondent said that Brand Ambassador is
necessary to promote a product. 55 % of the respondent said that Brand Ambassador is
not necessary to promote a product.

Table - 16
Classification of respondents on the basis of their opinion towards the Brand AirTel

Sl. No. Brand AirTel No of Respondents Percentage

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1 Suggestive 42 35 %
2 Appropriate 35 29 %
3 Easy to remember 43 36 %
Total 120 100 %

Graph - 16
Classification of respondents on the basis of their opinion towards the Brand AirTel

Interpretation:

The above table interprets that 35 % of the respondents given importance that AirTel
brand is suggestive. 29 % of the respondents given importance that AirTel brand is
Appropriate and 36 % of the respondents given importance that AirTel brand is Easy to
remember

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Table - 17

Classification of respondents on the basis of their opinion towards advertisement plays a

vital role in developing the brand.

Sl. No. Opinion No of Respondents Percentage

1 Yes 90 80 %
2 No 30 20 %
Total 120 100

a)If Yes, Which Media.

Sl. No. Media No of Respondents Percentage

1 TV 47 42 %
2 Hoarding 17 12 %
3 Print 34 29 %
4 Radio 22 17 %
Total 120 100 %

Majority of the respondents are given the importance television advertisement plays a
vital role in developing the brand

Graph - 17

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Classification of respondents on the basis of their opinion towards advertisement plays a
vital role in developing the brand.

a. If Yes, Which Media

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 TABLE

Chi-Square Tests
Asymp. Sig.
particulars
Value df (2-sided)
Pearson Chi-Square 60.588a 6 .000
Likelihood Ratio 68.048 6 .000
Linear-by-Linear 33.343 1 .000
Association
N of Valid Cases 120
a. 8 cells (66.7%) have expected count less than 5. The
minimum expected count is .25.

Degree of Freedom= (r-1) *(c-1)

= 3*2= 6
Calculated value = 60.588
Tabulated value = 12.592
Z = Z cal >Z tab
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 Z= 60.588>12.592
Hence, the Alternate hypothesis [H1] is accepted

INFERENCE:
Since the calculated value is greater than the tabulated value, we accept the
alternate hypothesis and hence there is a relationship between the exporting
marketsand Exportation Of Goods.

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CHAPTER- V
Findings
Suggestions
Conclusion

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FINDINGS

After general survey with the AirTel telecom users it was found.

The research shows That most of the respondents own mobile.

The research shows that most of the respondents were between the
age group of 20 to 40 years.
The research show that the male users were more in number
compared to the female users.
The reseach shows that most of the respondents were from middle
and upper middle class.
The reseach shows that most of the respondents are from working
class.
The research shows that majority of the respondents are aware of
AirTel mobile.
The research shows that the majority of the respondents are using
AirTel mobile connection only.
The research shows that the majority of the respondents are
influenced to purchase by TV Ads.
The research shows that the most of the respondents are never too
switched over to other brand.
The reseach shows that the majority of the respondents have given
opinion to promote a brand through TV.

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 The research shows that the majority of the respondents give
importance to brand for any purchase.
The research shows that the majority of the respondents influenced
their purchase by brand AirTel.

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 SUGGESTIONS

From the Survey reports the suggestions that can be

made are:

Awareness programs: Still more awareness programs have

to be implemented in order to attract more customers like: -

From the study airtel has to Increase advertisement campaigns.

From the survey airtel should Increase Electronic media usage

for the awareness programs.

From the study,there should be Establishment of Hoardings in rural

areas also.

Bringing awareness through issue of pamphlets in the newspapers. -

The AirTel should keep on bringing out new time attractive offers and
schemes to increase brand value.
The AirTel should bring advertisement in print media and audio to
attract more consumers towards brand.
The AirTel should focus more on music, theme of advertising than the
brand ambassador.
The AirTel should make their plans more economical for all classes.
The AirTel should focus on the age group of 50 and above.
The AirTel should chalk out new plans to attract more female users.
The AirTel should make new and lucrative strategies and schemes
separately for students and pensioners to make them brand loyal.

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 CONCLUSION

It is concluded that the over all field of AirTel is appreciable, in the

prevailing cut threat competition among the powerful telecom industry it
appeared that AirTel has not only entered play but to win and indeed it has
one. If AirTel continues its brand identify, awareness, image and service as
it is doing now it would not be exaggerating AirTel may force other brands
vanish from the market. It appears that the brand AirTel has no doubt made
these mobile handsets available in the hands of people of all walks, but with
an eye on monetary gain.

It is a privilege to flash or own a brand AirTel mobile connections, it has

become an identity of pride and fashion. The growth of AirTel was
graphically ascending but steadily spreading its wings all over the market
with uniformity. The AirTel brand enables customer to identify so well that
he is tempted to levy it again. There by setting him to be among the upper
and privilege class.

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 QUESTIONNAIRE

NAME:

1.Age :

a)20-30 b)30-40 c)40-50 d)others

2.Sex :

a)Male b)female

3)Occupation

a)working b)non-working

4)Monthly income :

a)below 5000 b)5000-10000 c)10000-15000 d) 15000 & above

4.Do you own a mobile?

a)Yes b)No

5.Which mobile connection you are using?

a)Airtel b)bsnl c)Vodafone d)Reliance e)spice f) others

6.Other than Airtel what is the usage of the network in your connection?

a)Airtel b)bsnl c)Vodafone d)Reliance e)spice

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7.What influence you to use the Airtel connection?

a)TV ads b)print media c)radio fm d)hoardings e)word of mouth

8.By whose reference you purchase the airtel connection?

a)family b) dealers c)friends d)self e)others

9.From below give an opinion towards promoting the brand through

different medias

a)TV b)radio c)print d)hoarding

10.Does brand plays an important role to make a purchase?

a)Yes b)No

11.Does this brand airtel influenced you to purchase?

a)Yes b) no

12.Among these what makes your to hear the brand name airtel?

a)Music b)punchline c)Braand ambassador d) Theme of Advertising

13.What is your preference towards airtel connection?

a)Airtel as popular brand b)service c)price d)offers and schemes

e)easy to purchase f)others

14.Does airtel needs the brand ambassador to promote the product?

a)Yes b)No

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15.What is your opinion towards the brand airtel?

a)suggestive b)appropriate c)easy to remember

16)Does advertisement plays a vital role in developing the brand?

a)Yes b)No

BIBLIOGRAPHY

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1) MARKETING MANAGEMENT

- by Philip Kotler

2) RESEARCH METHODOLOGY

- by C.R. Kothari

3) STATISTICS FOR MANAGEMENT

- by G.C Beri

4) LESSONS ON SERVICES MARKETING

- by Ram mohan rao

5) GLOBAL MARKETING MANAGEMENT

- by Keesan warren J

Web Sites:

http://www.Airtel.co.in
http://www.Baniboovvcb.com
http://www.netmba.com
http://www.coai.com

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