Académique Documents
Professionnel Documents
Culture Documents
PROJECT REPORT
Submitted for the partial fulfillment of the requirement for the award
Of
2013-16
SUBMITTED TO SUBMITTED BY
BINDESH
ROLL NO. 8326519
Page 1
ACKNOWLEDGEMENT
BINDESH
ROLL NO. 8326519
Page 2
PREFACE
Summer training is the most vital part of an BBA course, both as a link
between theory and actual industrial practices as well as an opportunity for
hands on experience in corporate environment. I therefore, consider myself
fortunate to receive the training in an esteemed organization viz.
CUSTOMER SWITCHING FROM IDEA TO OTHER
TELECOM SERVICES. Yet the opportunity could not have been
utilized without the guidance and support of many individuals who although
held varied positions, but were equally instrument for although completion
of my summer training.
BINDESH
ROLL NO. 8326519
Page 3
TABLE OF CONTENTS
FINDINGS ....................................................................................................................... 62
CONCLUSION ............................................................................................................... 64
RECOMMENDATIONS................................................................................................ 63
APPENDIX ...................................................................................................................... 67
Page 4
EXECUTIVE SUMMARY
Page 5
EXECUTIVE SUMMARY
Research has demonstrated conclusively that it is far more costly to win a new customer
than it is to maintain an existing one. And there is no better way to retain a customer than
to exceed his expectations. For this purpose it is essential to know the level of customer
satisfaction. The focus of research was the measurement of customer satisfaction level for
the services provided by idea. My job was not to collect the feedback from the consumer
only but also to get the major complaints resolved through internal counseling and to
customers whether they will recommend the company or not. Even thoughcustomer
relationships are one of the companys most valuable assets, they are often oneof the
most undervalued assets too. But the research found that there were no better
organization.
In the constant battle to gain new customers, it is easy to overlook the value existing
customer relationship. All corporate profits are ultimately eared from conducting
successful relationship with customers. As the source of all your profits, customer
The study was based on a sample of 83 customers drawn from the Delhi region. Data for
the study obtained mainly from the administration of questionnaires was analyzed
quantitatively using the Microsoft Excel and presented with the aid of frequency
Page 6
HISTORY OF COMPANY
Page 7
HISTORY OF COMPANY
The Aditya Birla Group is an Indian multinational conglomerate named after Aditya
Vikram Birla, headquartered in the Aditya Birla Centre in Worli, Mumbai, India.
It operates in 33 countries with more than 136,000 employees worldwide. The group was
founded by Seth Shiv Narayan Birla in 1857. The group interests in sectors such as
viscose staple fiber, metals, cement (largest in India), viscose filament yarn, branded
apparel, carbon black, chemicals, fertilizers, insulators, financial services, telecom (third
The Aditya Birla group is a diversified conglomerate with total revenue of approximately
US$40 billion in year 2012. With gross revenue of USD 40 Billion (in 2012) it is the
third largest Indian private sector conglomerate behind Tata Group with revenue of just
over USD 100 Billion and RIL with revenue of USD 74 Billion.
1. Non-ferrous metals
2. Cement
3. Carbon black
4. Textile business
5. Telecom Services
6. Agri- Business
7. Wind Power
8. Insulators
9. Mining
Page 8
10. Retail
Page 9
15. Birla JingweiFibers Company Limited
21. DomsjFabriker
Page 10
32. PT Elegant Textile Industry
Page 11
COMPANY BACKGROUND
AND MARKET SIZE
Page 12
COMPANY BACKGROUND AND MARKET SIZE
Idea Cellular is an Aditya Birla Group Company, India's first truly multinational
and has its own NLD and ILD operations, and ISP license. With revenue in excess of $4
billion; revenue market share of nearly 15%; and subscriber base of over 121 million in
FY 2013, Idea is Indias third largest mobile operator. Idea ranks among the top 10
country operators in the world with a traffic of over 1.5 billion minutes a day.
Ideas robust pan-India coverage is built on a network of over 100,000 2G and 3G cell
Using the latest in technology, Idea provides world-class service delivery through the
most extensive network of customer touch points, comprising nearly 4,500 exclusive Idea
outlets, and over 7,000 call centre seats. Ideas customer service delivery platform is ISO
9001:2008 certified, making it the only operator in the country to have this standard
Idea has consistently stayed ahead of the industry in VLR reporting. Ideas thought
leadership on Mobile Number Portability (MNP) has enabled it to stay as the top gainer
with the highest net gain. Every 4th mobile user who exercises choice through MNP,
prefers Idea.
Idea offers a range of high-speed mobile broadband devices including Android based 3G
Smartphones, dongles etc. Ideas wide portfolio of 3G Smartphones offer the latest in
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3G applications and high-end data services such as Idea TV, games, social networking
Idea has been a pioneer in introducing customized product offerings for segmented
customers. It is the first mobile operator to introduce innovative value added services in
the Indian telephony market, and has remained ahead of the industry in data product
offerings.
ACHIEVEMENTS:
Idea has received several national and international recognitions for its path-breaking
1. Idea won the prestigious NDTV Business Leadership Award in the telecom
Idea also won the Best Ad Campaign of the Year award for the popular Honey
3. Idea won the Best Brand Campaign at the esteemed World Communication
4. It also won the GSM Association Award for Best Billing and Customer Care
Solution for two consecutive years, and was awarded Mobile Operator of the
Year Award India for 2007 and 2008 at the Annual Asian Mobile News
Awards.
Page 14
5. Idea has been ranked 1 in the Telecom sector in Indias Best Companies to Work
for Study 2013 and the "Best Place to Work" at the Asia Communication
Awards 2013.
6. Idea Cellular Limited (Idea) is the third largest wireless operator in India with a
Revenue Market Share (RMS) of 15.8% (Q2FY14). In the 15 Established Service Areas,
its RMS stands at a strong level of 18.9% (Q2FY14). The company carries around 1.57
billion minutes on a daily basis during the quarter and the seventh largest mobile
on number of subscribers (as determined from data from WCIS, as of September 2013).
Idea is listed on National Stock Exchange and Bombay Stock Exchange in India with a
MISSION:
"We will delight our Customers while meeting their individual communication needs
anytime anywhere"
CORPORATE STRUCTURE:
Page 15
16% -- Indus Towers Limited (Indus)
ICISL A tower company owning towers in Bihar and Orissa service areas.
ABTL Holds 16% shareholding in Indus and engaged in the business of sale and
Indus A joint venture between Bharti Infratel, Vodafone Essar and Idea (through
PARTNERS:
Idea welcomes all businesses and individuals interested in partnering with us to enhance
Page 16
Kodiak Ltd Mauj Net4nuts India Ltd
ROAMING
MARKETING COMMUNICATIONS
Page 17
PUBLIC RELATIONS
Imprimis PR
NETWORK
PROMOTERS:
Idea Cellular is part of the Aditya Birla Group, India's first truly multinational
belonging to 25 nationalities. The Group has been adjudged 'The Best Employer in India
and among the Top 20 in Asia' by the Hewitt-Economic Times and Wall Street Journal
Study 2007.
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A premium conglomerate, the Aditya Birla Group is a leader in swathe of products -
viscose staple fibre, aluminium, cement, copper, carbon black, insulators, and garments.
The Group has also made successful forays into financial services, telecom, software,
BPO and retail sectors. Today, the Group is India's most diversified business house.
Promoters are:
HOLDING:
Initially the Birlas, the Tatas and AT&T Wireless each held one-third equity in the
company. But following AT&T Wireless' merger with Cingular Wireless in 2004,
Cingular decided to sell its 32.9% stake in Idea. This stake was bought by both the Tatas
Tata's foray into the cellular market with its own subsidiary, Tata Indicom, a CDMA-
based mobile provider, cropped differences between the Tatas and the Birlas. This dual
holding by the Tatas also became a major reason for the delay in Idea being granted a
Telecommunications (DOT) license norms, one promoter could not have more than 10%
stake in two companies operating in the same circle and Tata Indicom was already
The Birlas thus approached the DOT and sought its intervention and the Tatas replied
by saying that they would exit Idea but only for a good price. On 10 April 2006, the
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Aditya Birla Group announced its acquisition of the 48.18% stake held by the Tatas at
Rs. 40.51 a share amounting to Rs. 44.06 billion. While 15% of the 48.14% stake was
acquired by Aditya Birla Nuvo, a company in-charge of the Birlas new business
initiatives, the remaining stake was acquired by Birla TMT holdings Private Ltd., an AV
Birla family-owned company. Currently, Aditya Birla Group holds 49.1% of the total
shares of the company. Malaysia based Axiat a controls a 14.99% stake in the company.
SERVICE S:
3G:
On 19 May 2010, the 3G spectrum auction in India ended. Idea paid 57685.9 million
for spectrum in 12 circles. The circles it will provide 3G in are Andhra Pradesh, Gujarat,
Haryana, Kolkata, Himachal Pradesh, Jammu & Kashmir, Kerala, Tamil nadu, Madhya
Pradesh, Maharashtra & Goa, Punjab, Uttar Pradesh (East) and Uttar Pradesh (West)
On 28 March 2011, Idea launched 3G services in Gujarat, Himachal Pradesh and Madhya
Pradesh. The launch cities were Ahmedabad, Shimla and Indore. This makes Idea the
sixth private operator (eighth overall) to launch its 3G services in the country following
Tata Docomo, Reliance Communications, Airtel, Aircel and Vodafone .Idea currently
supports up to 21.1 Mbit/s over 2G speeds of 256 Kbit/s. However, different handsets
support different speeds, from 384 Kbit/s, 3.6 Mbit/s, 7.2 Mbit/s or 21.1 Mbit/s. Speeds
also depend on the 3G plan/recharge that users opt for. The operator announced that
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progressively growing at the rate of ten towns per day to cover 750 towns by mid-2011
Idea cellular has announced a cut of 70% in the tariff of its 3G services. On 23 November
2011 Idea Cellular launched two affordable 3G handsets in India: Idea 3G Smartphone
Blades priced at 7,992 and Idea 3G Smartphone priced at 5,850. Both handsets are
based on Android 2.2 Froyo. Idea has also launched a Dual-SIM Android Smartphone in
India on 15 June 2012 named as Idea ID-918 at a price point of Rs. 5,994 ($108 approx.)
It features Android v2.3 OS, 3.2-inch capacitive touch screen, 3G, Wi-Fi and 3.2 MP rear
facing camera. On 5 March 2013, Idea launched another 3G smartphone called Idea Zeal
Pan-India 3G coverage:
Airtel, Vodafone and Idea have begun collaborating to provide 3G coverage to their
customers pan India. The agreement aims to provide for these companies to offer 3G
services to their customers in circles where they have not won any spectrum. It is
expected that the 3 companies will be able to provide 3G services in all circles in India
except Orissa where the three have not won any spectrum.
The Idea Cellular Limited falls in the question mark quadrant of BCG matrix and in the
High attractive and Strong Competitive strength category as per the GE Matrix. Thus
they need to formulate some strategies to try capturing some market share, growing and
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Market penetration
The company enters where the products and the market already exists. IDEA being a
question mark that means it is competing in a high growth market but with a relatively
low share compare to its competitors. Market penetration can be done by attracting
competitors customers that implies increase in market share. The strategy that IDEA can
adapt under market penetration is to attract non-users and convince to use their product
more often.
They are different market penetration strategies like cutting price, increase in promotion
and creating innovative distribution tactics. The target should be in such a way that IDEA
IDEAs present market share is about 12%, and competitors like Airtel, Vodafone, and
BSNL have a market share of about 31, 23, and 19 percent respectively. Though telecom
industry is growing rapidly every year, there is always a little increment in the percentage
of sales for IDEA. To overcome this problem and to occupy the competitors position
Increasing the mobile circles which are at present are only 11, so there is always a
Target the rural segment in India which is expected to grow by 15% every year
Launch different types of packages as per the requirements for different segments
of the customers
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Provide more high end services like GPRS, mobile internet services
Tracing out the search patterns which are left untapped by the competitors to
showrooms which supplement the distribution channels and provide customer service.
Horizontal Integration: Idea acquired the Modifamilys stake of 40.8% in spice which
ultimately in a way increased the market share of Idea. This can be seen as horizontal
integration.
COMPETITORS:
Idea competes with 14 other mobile operators throughout India. They are Aircel, Airtel,
BSNL, Loop Mobile, MTNL, MTS, Ping Mobile, Reliance Communications, S Tel, Tata
DoCoMo, Tata Indicom, Uninor, Videocon, Virgin Mobile, T24, and Vodafone.
COMPETITOR OVERVIEW:
Major Players
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State owned companies (BSNL and MTNL)
and AIRTEL)
Year of Establishment
Year of Establishment 2000 Company Profile Bharat Sanchar Nigam Ltd. is World's 7th
services in India: Wire line, CDMA mobile, GSM Mobile, Internet, Broadband, Carrier
service, MPLS-VPN, VSAT, VoIP services, IN Services etc. Within a span of five years
Network
It has a network of over 45 million lines covering 5000 Network towns with over 35
Alliances
Future Prospect BSNL plans to expand its customer base from present 47 million lines to
125 million lines and infrastructure investment plan to the tune of Rs. 733 crores (US$
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MAHANAGAR TELEPHONE NIGAM LIMITED (MTNL):
Year of Establishment
Company Profile MTNL was set up by the Government of India to upgrade the quality of
telecom services in 1986, expand the telecom network, and introduce new services and to
raise revenue for telecom development needs of Indias key metros. MTNL with a
market share of about 13% of the National telecom Network has a customer base of 5.92
million. The Govt. of India currently holds 56.25% stake in the company.
Alliances
MTNL has formed a Joint Venture company in Nepal by the name of United Telecom
Ltd. (UTL) in collaboration with Telecom Consultants India Limited (TCIL) in 2001 for
providing WLL based basic services in Nepal. MTNL has set up its 100% subsidiary
RELIANCE COMMUNICATION:
Year of Establishment
Company Profile Reliance Telecom's cellular services are available in 340 towns within
its eight-circle footprint in 1999. Reliance Infocomm also offered for the first time in
India, mobile data services through its World mobile portal. This portal leverages the data
telecom services covering mobile and fixed line telephony including broadband, national
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and international long distance services, data services and a wide range of value added
Network
150,000 kilometers of fiber-optic cable systems in India, the US, Europe, Middle East,
Alliances
in 2004
TATA TELESERVICES:
Year of Establishment 1996 Company Profile Tata Teleservices is a part of the $12
billion Tata Group, which has 93 companies, over 200,000 employees and more than 2.3
services, Wireless Desktop Phones, Public Booth Telephony and Wire line services.
Other services include value added services like voice portal, roaming, post-paid Internet
services, 3-way conferencing, group calling, Wi-Fi Internet, USB Modem, data cards,
Network
Tata Teleservices has presence in across 19 circles that includes Andhra Pradesh,
Chennai, Gujarat, Karnataka, Delhi, Maharashtra, Mumbai, Tamil Nadu, Orissa, Bihar,
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Rajasthan, Punjab, Haryana, Himachal Pradesh, Uttar Pradesh (E), Uttar Pradesh (W),
Alliances
Tata Teleservices has acquired Hughes Tele.com (India) Limited [now renamed Tata
expanding its footprint, and has paid Rs. 4.17 billion ($90 million) to Dot for 11 new
IDEA COMMUNICATION:
Year of Establishment Acquired majority stake in Hutch Essar in India, by buying out
Company Profile Idea Essar in India is a subsidiary of Idea Group Plc and commenced
operations in 1994 when its predecessor Hutchison Telecom acquired the cellular license
for Mumbai. Idea Essar now has operations in 16 circles covering 86% of India's mobile
customer base, with over 45.78 million customers. Idea Essar, under the Hutch brand, has
been named the 'Most Respected Telecom Company', the 'Best Mobile Service in the
country' and the 'Most Creative and Most Effective Advertiser of the Year'.
Network
Has a customer base of over 17 million, IDEA Cellular has operations in Delhi,
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Alliances
Future Prospect Idea Essar is expecting to touch over 35 million customers across
400,000 shops and thousand of hutchs own employees along with employees of its
business associates.
Company Profile Idea Cellular is part of the Aditya Birla Group, which is India's first
truly multinational corporation. Aditya Birla Nuvo Ltd. holds 35.7 per cent, Birla TMT
Holdings Ltd. 44.9 per cent, Grasim 7.5 per cent, and Hindalco 10.1 per cent in Idea.
Alliances
Merged with Tata Cellular Limited in 2001, thereby acquiring original license for the
Andhra Pradesh Circle Acquired RPG Cellular Limited and consequently the license for
the Madhya Pradesh (including Chhattisgarh) Circlein 2001 In 2004 acquired Escotel,
incumbent cellular service provider in Haryana, UP(W) & Kerala and new licensee in HP
Limited in 2007 Future Prospect Idea also plans to enter rural and neglected circles as a
strategy to gain subscribers. Other advancements in the telecom industry will help it cut
costs - use of e-mail to send bills to customers; sharing cell sites; smaller base
transmission stations that will mean lesser infrastructure requirements and expenses and
independent tower operators. Along with its plan to go for a national long distance
license, it will also look at international long distance in the near future.
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BRANDING:
Page 29
STRENGTH AREAS:
The incumbency advantage coupled with the benefit of 900 MHz spectrum gives Idea an
absolute leadership status with combined RMS of 26.4%in these eight circles. These
service areas contribute over 40% of national mobile industry revenue and over 67% of
Ideas revenue. Inspire of intense competition Idea has improved its revenue market share
by 2.4% in these 8 service areas over last one year (Q2FY13 RMS 24.0%) delivering
59.1% incremental RMS on YoY basis in Q2FY14.Idea has rolled out 3G service in all
these 8 strategically important service areas. Ideas GSM and 3G spectrum footprint in
Growth Opportunity:
Idea has 7 New Service Areas namely, Tamil Nadu, Kolkata, West Bengal, Orissa, J&K,
Assam and North East, with 1800 MHz spectrum, representing over 20% of Indian
Mobility Market. The revenue contribution of these service areas is 5.0% of Idea revenue
while EBITDA losses stand at Rs. 1,581 million in Q3FY14. The combined Revenue
Market Share (RMS) in these 7 service areas was 4.1% in Q2FY14. The incremental
RMS in these 7 new service areas between Q2FY14 to Q2FY13 is 13.7%, indicating
The Mobile Number Portability (MNP) was implemented nation-wide on 20th January,
2011. The trends emerging from MNP are clearly distinguishing the strong operators in
Page 30
terms of customers preference for better quality of services and brand value. In a see-
saw battle over the last 36 months for supremacy in the MNP space, Idea has maintained
leadership position since June11 on overall MNP Net Adds, other than a brief period
between October-December 2012. Idea has a net gain of 8.4 million MNP customers (as
on December 31, 2013) from other existing telecom operators with around one out of
every four existing mobile customers, who chooses to port out, preferring to shift to Idea
services.
Tower Investment:
Indus towers, a joint venture between Bharti Infratel, Vodafone India and Idea Cellular
(thru ABTL), is one of the worlds leading tower company with around 112,600 towers
and tenancy ratio of 2.04 as of December 31, 2013. The mobile operations of these
shareholders group have combined Revenue Market Share of 69.1% (Q2FY14). Idea
(thru ABTL) holds 16% equity stake in Indus towers. The consolidated financials
includes 16% consolidation from Indus Towers. Besides investment in Indus Tower, Idea
owns 9,486 towers, which have a tenancy ratio of 1.57 as on December 31, 2013.
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OBJECTIVE OF STUDY
Page 32
Project Objectives:
1. To study the reasons as to why the customers are switching from idea to other service
providers.
Scope:
2. It can be extended to study the usage of mobile services of different age groups
Page 33
LITERATURE REVIEW
Page 34
The references for the literature review used for the problem in hand are as follows:
A Study with reference to Chennai: Far East Journal of Psychology and Business
They have attempted to identify the factors that affect the consumers into switching the
service provider. To find the major influences that goes into the decision of purchasing a
SIM card, to find the likeliness of switching the service provider. The study reveals that
call rates play the most important role in switching the service provider followed by
network coverage; value added service, Consumer care and advertisement which plays
the least important role. It is found that there is a relation between switching the service
provider and the factors (Customer service, service problem, usage cost, etc.). The
findings also suggest that managers of these mobile operators should shift focus on
building corporate image and analyze more carefully the reason for consumers to switch
The author of this paper finds out that customers with one year contract are more likely
to switch. Customers find using their services as expensive whereas, customers who are
attached to the service provider for a long time are less likely to switch. Some of the
strategies have been identified like building value for the customers by providing them
Page 35
3 M.Sathish PSG Institute of Management (PSG College of Technology), Coimbatore
Coimbatore
The results from the study reveal that call rates plays the most important role in switching
the service provider followed by network coverage, value added service and customer
care while advertisement plays the least important role. It is found that there is a relation
between switching the service provider and the factors (customer service, service
problem, usage cost, etc.). After analyzing the findings of the study, we propose that the
mobile providers concentrate on increasing network stability and setting tariff rates
competitively.
In his study examined the relationship between switching cost, corporate image, trust
and Customer loyalty. The research finds that although all the independent variables,
switching cost, corporate image, and trust have certain degree of relationship with the
dependent variable, Customer loyalty, only trust has the strongest relationship with
Customer loyalty.
The Mobile telecommunications service sector, in spite of providing high service quality and
provider switching. By using the consumption system perspective on mobile services and
mobile phone, he provides the explanation on the factors of Customer switching. It is found
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that the mobile services usage effect on switching intentions is curvilinear (positive linear
and negative quadratic) and that only the budgetary constraint regarding the service matters
and not the one related to the mobile phone. Past mobile service providers switching
experience also contributes to the intention to switch. Mobile phone ego involvement has
positive impact on Customer retention; however purchase involvement (both mobile phone
Page 37
RESEARCH METHODOLOGY
Page 38
TITLE OF THE PROJECT
(MEERUT REGION)
OBJECTIVES:
1. To study the reasons as to why the customers are switching from Idea to other
service providers.
SAMPLE DESIGN:
Population for this research is 83customers, who switched over from Idea to other service
provider.
SAMPLE SIZE = 83
SAMPLING METHOD:
The process of drawing sample units from the population is called sampling method.
In order to have the unbiased results in the survey, the using method is100% sampling
a. Pie charts
b. Bar Diagrams
Page 39
DATA COLLECTION APPROACH:
Primary data
Primary data has been used to carry out the research successfully. The secondary data has
been collected from various websites. For the purpose of gathering primary data a
structure and non-disguised questionnaire was designed to collect data from the customer.
Method of Communication:
The study relies to a great extent on primary data and to some extent on secondary data:
PRIMARY DATA:
Questionnaire.
SECONDARY DATA:
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LIMITATION OF THE STUDY:
3. The answers that I have got from the customers cannot be considered as
4. Cost and time was also another limiting factor that affected the study.
survey made during a particular time period will give the information about the
Page 41
DATA ANALYSIS, PRESENTATION
AND INTERPRETATION
Page 42
The Data analysis, presentation and interpretation of findings on the data collected from
the leaving customers by Idea. The study sampled all leaving customers to study the
switching behavior. The data was interpreted as per the research questions. The findings
Customers can mark more than one reason among the following:
1. Gender
Gender
Female
31% Male
Female
Male
69%
The data in the pie chart shows that out of 83 respondents there are 69% male and 31%
Female.
Page 43
2. Age
Age
0%
18%
18-25
55% 26-35
27%
36-50
51-above
The data in the pie chart shows out of 83 respondents 55% lies between 18-25 age group,
27% respondents lies between 26-35, 18% respondents lies between 36-50 and there are
Page 44
3. Occupation
Occupation
4%
31%
Business
40% Job
Student
Others
25%
The data in the pie chart shows out of 83 respondents 31% are engaged in business , 25%
are doing job, 40% are student and remaining 4% are engaged in other occupation.
Page 45
4. Which one was your first service operator?
30 26.5
25
19.27
18.07
20
15.66
14.45
15
10 6.02
5
The data in the bar chart shows that 19% respondent used Aircel as their first service
operator, 16% used Airtel, 18% used Idea, 14% used BSNL/MTNL, 6% used Reliance
Page 46
5. How much long you are using idea connection?
Period of time
32.53 33.73
30
25 26.50
20
15
10 7.22
0
0-1 year 1-3 year 3-5 year 5-above
The data in the bar chart shows that 33% respondent used Idea service operator for 0-1
year, 34% used for 1-3 year,27% used for 3-5year,7% used more than 5year.
Page 47
6. What type of service you are using?
Service
80.72
70
60
50
40
30 19.27
20
10
0
Postpaid prepaid
The data in the bar chart shows that 19% respondent used postpaid connection and 81%
Page 48
7. What is your experience to use this current operator?
a) Signal strength
Signal Strength
35.00 30.12
30.00 25.30
25.00 21.69
20.00
14.46
15.00
8.43
10.00
5.00
0.00
poor good nuetral very good execellent
The data in the bar chart shows that 30% respondents thinks that the signal strength is
poor, 25%Estimates it is good, 21% Estimates it is neutral, 14% Estimates it is very good,
8% estimates it is Excellent.
Page 49
b) Network congestion facility
15
12.04
10 8.43
0
poor good nuetral very good execellent
The data in the bar chart shows that 23% respondents thinks that the network congestion
facility is poor, 30% Estimates it is good, 27% Estimates it is neutral, 12% Estimates it is
Page 50
c) Internet Speed
Internet Speed
30 31.32
26.50
25
21.68
20
15
9.63 10.84
10
0
poor good nuetral very good execellent
The data in the bar chart shows that 10% respondents thinks that the Internet speed is
poor, 27% Estimates it is good, 31% Estimates it is neutral, 22% Estimates it is very
Page 51
d) Voice clarity
Voice Clarity
30.00 26.51
10.00
5.00
0.00
poor good nuetral very good execellent
The data in the bar chart shows that 27% respondents thinks that the Voice clarity is poor,
20% Estimates it is good, 18% Estimates it is neutral, 20% Estimates it is very good, 14%
estimates it is Excellent.
Page 52
e) Unwanted Balance Reduction
15 14.45
10
0
poor good nuetral very good execellent
The data in the bar chart shows that 22% respondents thinks that the Unwanted balance
reduction is poor, 24% Estimates it is good, 20% Estimates it is neutral, 19% Estimates it
Page 53
f) Call Conference Facility
30 32.53
25
20 20.48
19.27
15 13.25 14.45
10
0
poor good nuetral very good execellent
The data in the bar chart shows that 13% respondents thinks that the Call conference
Facility is poor, 14% Estimates it is good, 34% Estimates it is neutral, 20% Estimates it is
Page 54
g) Tariff Plans
Tariff Plans
60.00
50.60
46.99
50.00
37.35
40.00
30.00
20.48
18.07
20.00
10.00
0.00
poor good nuetral very good execellent
The data in the bar chart shows that 18% respondents thinks that the tariff plans is poor,
37% Estimates it is good, 51% Estimates it is neutral, 47% Estimates it is very good, 20%
estimates it is Excellent
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h) Value added services
30.00 27.71
25.30
25.00 20.48
20.00 16.87
15.00
9.64
10.00
5.00
0.00
poor good nuetral very good execellent
The data in the bar chart shows that 28% respondents thinks that the Value added
Services is poor, 20% Estimates it is good, 25% Estimates it is neutral, 17% Estimates it
Page 56
i) Roaming facilities
Roaming Facilities
30.0
25.3
24.1
22.9
25.0 20.5
20.0
15.0
10.0 7.2
5.0
0.0
poor good nuetral very good execellent
The data in the bar chart shows that 23% respondents thinks that the Roaming Facilities
is poor, 25% Estimates it is good, 24% Estimates it is neutral, 21% Estimates it is very
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j) Customer Care
Customer Care
30.0 27.7
25.0 21.7
19.3
20.0 16.9
14.5
15.0
10.0
5.0
0.0
poor good nuetral very good execellent
The data in the bar chart shows that 15% respondents thinks that the Customer care is
poor, 19% Estimates it is good, 28% Estimates it is neutral, 17% Estimates it is very
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8. Why you Switch Idea?
16.00 14.46
13.25
14.00 12.05
12.00 10.84
10.00 8.43
7.23
8.00 6.02
6.00 4.82
3.61
4.00 2.41
2.00
0.00
The data in the bar chart shows that 17% respondents switched from Idea to other service
switched because of internet problem, 13% switched due to voice facility, 14% switched
switched due to tariff plans, 11% switched due to value added service, 12% switched due
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9. Did the company make an effort to contact you to know the reasons for leaving
the Network?
yes, 40.96
yes
no, 59.04 no
The data in the pie chart shows that 59% respondents saying yes and 41% saying no for
company effort to contact with the customer to know the reason for leaving the Network.
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SUMMARY OF FINDINGS,
CONCLUSIONS
&
RECOMMENDATIONS
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FINDINGS
Based on the analysis and the interpretation of the data, findings are recorded which are
as follows:-
Business man.
4. Majority of sample respondents are using the Idea connection up to 1-3 years.
6. People shift from Idea to other service providers due to Signal Strength issues and
7. Majority of the sample respondents says that the attitude of customer care is
excellent.
that majority of the sample respondents say that the company people do not solve
9. Vodafone and Airtel are leading competitors to Idea in terms of tariff plans.
10. Idea leads closest competitors Vodafone, and TATA Docomo in terms of network
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RECOMMENDATIONS
Based on the findings of the study the following suggestions are made:
Idea should:
1. Come up with more plans suited for the age group of above 26 - 30 years.
2. Try to contact the people who have left the Idea network and focus on the
5. Come up with more and more attractive schemes like loyalty discounts etc.
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CONCLUSION
The study reveals that Signal Strength plays the most important role in making customer
switch his service provider followed by unwanted balance reduction, voice facility,
roaming facility which plays the least important role. It is found that there is a relation
between switching the service provider and the factors (Customer care, voice facility,
tariff plan, etc.). After analyzing the findings of the study, we suggest that cellular service
balance reduction competitively. The findings also suggest that managers of these mobile
operators should shift focus on building corporate image and analyze more carefully the
reason for consumers to switch brands in this industry in order to increase loyalty among
these consumers.
Customers expectations constantly keep changing, especially from a growing sector like
telecom where the choices are ample and the customers get close to being insatiable.
High quality and low cost are no longer USPs (Unique Selling Proposition) for any
service provider. These are assumed. Todays mobile user wants more.
Firstly, the customer is constantly in search of a better offer that fits his / her need.
Hence, loyalty is a rarity in the telecom business, the difficulty in using a new number
while switching service providers will be eliminated. The service providers will have to
Secondly, branding and other promotional activities seem to help only to a certain extent .
In order to achieve customer loyalty, the journey promises to be tough and never ending.
Finally, todays customer is very sensitive to issues like responses to complaints, billing
system, value for money etc. These issues deserve special concern.
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SWOT Analysis
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BIBLIOGRAPHY
Books:
Magazines
Newspaper
Web Site
http://www.ideacellular.com
http://www.adityabirla.com
Page 66
APPENDIX
Page 67
CUSTOMMER QUESTIONAIRE
Dear customer,
We are employees of idea cellular ltd. working on a project for consumer behavior research about
service operator.All information will be kept confidential.
Basic information:-
Name-
..
Male Female
18 25 26 35
36 50 51 or above
3-Occupation:-
Businessman Job
Student Others
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Research information-
Postpaid
Prepaid
7- What is your experience to use this current operator? Please rate the service on the
basis of following parameters:
[PoorExcellent]
Parameter/Grade 1 2 3 4 5
(a)Signal Strength
(b)Network Congestion facility
(c)Internet Problem/Speed
(d)voice clearity
(e)Unwanted Balance Reductions
(f)Call Conferences facility
(g)Tariff Plans
(h)Value Added Services
(i)Roaming Facilities
(j)Customer Care Attitude
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8- Why you switch idea? (Choose any one reason)
PARAMETERS Reason
(a)Signal Strength
(b)Network Congestion Facility
(c)Internet Problem/Speed
(d)voice facility
(e)Unwanted Balance Reductions
(f)Call Conferences Problems
(g)Tariff Plans
(h)Value Added Services
(i)Roaming Facilities
(j)Customer Care Attitude
(k) others
9. Did the company make an effort to contact you to know the reasons again for
leaving the Network?
Yes No
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