INTRODUCTION

Telecommunication companies also talk of their customer being most important assets, just
like companies in other business domains but rarely are this reflected in a company’s strategy
and operations .The customer of telecom services ,like cellular telephony are moving ahead
with times and have started buying cellular services just like daily house hold items such as
tooth paste. Therefore it is necessary in today’s business scenario to understand the fact that
the idea of customer being a company’s most important assets is not just a management.

The project entitled “a study on customer satisfaction towards Airtel in Hyderabad town " is
carried out with an objective to determine the consumer preference and satisfaction. A
descriptive study was conducted to achieve the objectives. In total 100 respondents filled a
well-structured questionnaire having a list of statements pertaining to products, services &
facilities provided by the service provider. The main objective of the study was to know how
the customers of AIRTEL Broadband perceive its Services in Hyderabad are satisfied with
the services provided by AIRTEL and also to identify the factors affecting the preferences of
the customers Results reveal that the dimensions which influence the satisfaction level of
customer’s are: Core services (like good coverage, good connectivity and network quality)
and call rate. Further results show that there is a significant relation between the brand name
and the preference of customers. Hence, it has been recommended that telecom companies
should focus on connectivity, call rate, coverage and network quality

Sales promotion: Sales promotion is one of the seven aspects of the promotional mix. (The
other six parts of the Promotional mix are advertising, personal selling, direct marketing,
publicity/public relations, Corporate image and exhibitions.) Media and non-media marketing
communication are Employed for a pre-determined, limited time to increase consumer
demand, stimulate market Demand or improve product availability. Examples include
contests, coupons, freebies loss Leaders, point of purchase displays, premiums, prizes,
product samples, and rebates Sales promotions can be directed at either the customer, sales
staff, or distribution channel Members (such as retailers). Sales promotions targeted at the
consumer are called consumer Sales promotions. Sales promotions targeted at retailers and
wholesale are called trade sales Promotions. Sales promotion includes several
communications activities that attempt to provide added value or incentives to consumers,
wholesalers, retailers, or other organizational customers to stimulate immediate sales. These
efforts can attempt to stimulate product interest, trial, or purchase. Examples of devices used
in sales promotion include coupons, samples, premiums, point-of-purchase (POP) displays,
contests, rebates, and sweepstakes. Sales promotion is needed to attract new customers, to
hold present customers, to counteract competition, and to take advantage of opportunities that
are revealed by market research.

Sales promotion is any initiative undertaken by an organization to promote on increase in

sales, usage or trial of a product or service. Sales promotions are varied. Often they are
original and creative and hence a comprehensive list of all available techniques sales
promotion includes several communication activities that attempt of provide added value or
incentives to consumers, wholesalers, retailers or other organisation customers to stimulate
immediate sales. The purpose of this article is to stabilise them in the market as well as to
retain its identity to find out sales promotional activities in the context of Airtel broadband
services at Coimbatore. For this article the two objectives are framed. The sampling size of
the respondents is 100 and simple random sampling is used to collect data. The statistical
tools used to analyse the data were percentage chi-square and rank analysis. Both the primary
and secondary data are used to collect data for the study. The study revealed the picture of
customer’s perception and satisfaction which help Airtel broadband to encourage more
people to have be the customers and consumers of Airtel broadband.
REVIEW OF LITERATURE

Debarun Chakraborty (2013), in his article determined the customer satisfaction &
expectation towards a telecommunication company in West Midnapore which is a district of
West Bengal. A descriptive study was conducted to achieve the objectives. In total 250
respondents filled a wellstructured questionnaire having a list of statements pertaining to
products, services & facilities provided by the service provider. Further results show that
there is a significant relation between the brand name and the preference of customers.
Hence, it has been recommended that telecom companies should focus on connectivity, call
rate, coverage and network quality.

J. Pakola, M. Pietila and R.Svento12 (2003) in their article titled, “An Investigation of
Customer Behaviour in Mobile Phone Markets in Finland” have indicated that price and
properties are the major influential factors affecting the purchase of a new mobile phone,
whereas audibility, price and friends are regarded as the most important in choice of the
mobile phone operators. He has stated that customers with prior experience about a product
can be able predict their choices relatively well but tend to overestimate the importance of a
monthly access fee, mobile-to-mobile rates and connection fees.

P.Chandiran17 (2005) in his article entitled, “Product Life Cycle and Promotion Strategies in
Cellular Telecom Industry” brings to light the various promotion strategies followed by the
cell phone services during the growth stage. Brand building, emotional bondage and mass
media are the effective advertising strategies adopted as promotional tools. As sales
promotion strategies, the schemes, tariff plans, event sponsoring, special package for the
corporate world, and co-promotion should be given importance during the growth stage of the
cell phone services. In the personal selling process, the suitable strategies to be followed are
focused personal selling and corporate accounts strategy.

Munnukka and Juha23 (2005) in their article titled, “Dynamics of Price Sensitivity among
Mobile Service Customers” have stated that customer satisfaction is a multi-dimensional
nature and viewed overall satisfaction as a function of satisfaction with multiple experiences
with the service provider. He has discovered that price sensitivity is one of the key factors
affecting companies‟ choices of prices. Yet in mobile services sector business, practitioners
are facing problems in deciding prices as they are short of knowledge on their customers'
price sensitivity levels and dynamics. Mobile service customers differ significantly in their
price sensitivity levels and customers with moderate usage of mobile services are least price
sensitive.

Debarun Chakraborty (2013), in his research investigated the customer satisfaction &
expectation towards a telecommunication company in West Midnapore which is a district of
West Bengal. A descriptive study was conducted to achieve the objectives. services &
facilities provided by the service provider. Results reveal that the dimensions which influence
the satisfaction level of customer’s are: Core services (like good coverage, good connectivity
and network quality) and call rate. Further results show that there is a significant relation
between the brand name and the preference of customers. Hence, it has been recommended
that telecom companies should focus on connectivity, call rate, coverage and network quality.

Seth et al (2008) analyzed that there is relative importance of service quality attributes and
showed that responsiveness is the most importance dimension followed by reliability,
customer perceived network quality, assurance, convenience, empathy and tangibles.
Customer satisfaction is a personal feeling of either pleasure or disappointment resulting from
the evaluation of services provided by an organization to an individual in relation to
expectations. Service providers frequently place a higher priority on customer satisfaction,
because it has been seen as a prerequisite to customer retention.

Buvaneswari and R. PrakashBabu67 (2013) in their article entitled, “Study on Customer

Satisfaction towards Cellular Service with Special Reference to Aircel at Hyderabad Town”
have found that telecommunications companies also talk of their customers being their most
important assets like companies in other business domains. Aircel cellular service in
Hyderabad Town the subscription by the people is satisfactory and is steadily increasing. The
company has wider scope in the market of cellular service by extending its value added
services, according to preference of the respondents.

NEED OF THE STUDY

To study the sales promotion schemes running by airtel in hyderabad zone. And to know that
how the consumer can be retain for maximum time on same network. And to determine the
best sales promotion scheme and the consequences of current schemes
OBJECTIVES

 To study the promotional activities for Airtel broad band services. .

 To analyses the customer opinion regarding product, price and promotion activities
and various schemes.
 To identify the customers satisfaction on sales promotional activities of Airtel broad
band service.
 To study the socio –demographic characteristic of the respondent.
 To identify the customer satisfaction of Airtel services in Hyderabad town.
 To study the customer’s awareness regarding life time prepaid mobile connection.
 To give suitable suggestion to Airtel service.

SCOPE OF THE STUDY

The present research analysis his a wide scope .it covers various aspects which are useful in
several ways to various people. It helps to find out the leading cellular service provides in
Hyderabad at present. It show the various for selecting a particular cellular service.

RESEARCH METHODOLOGY

Research Design A research design defines the structure or framework within research is
carried out. In this study descriptive research design has been used in order to describe the
impact of sales promotional activities of Airtel Broadband.

Sample Size

Data were collected from the primary source of 100 respondents who are using Airtel Broad
band. Sources of Data The researcher used both primary and secondary data, to accomplish
the objective of the study.

Primary Data

The primary data are concerned using the following techniques Questionnaire method and
Direct Interview method. The main tool used was, the questionnaire method. Further direct
interview method, where a face-to-face formal interview was taken.

Secondary Data

The theoretical aspects of the study is collected from various sources which includes books,
journals, magazines, websites and other related projects.

Sampling Technique The researcher adopted Convenience Sampling Method to collect the
data.
Tools for Analysis

The following tools are used in the study for the purpose of analysis

 Simple Percentage analysis

 Chi-square analysis
 Weighted average method

LIMITATIONS OF THE STUDY

1. Time is the main limitation for the study, as project was restricted only for 45 days.

2. The methods used in this project are random sampling methods and results
obtained may not be accurately fully accurate and believable.

3. The research has been centered to only Two hundred Customers of Airtel, rather
than innumerable Customers dealing with different products of different brands
across the globe.

4. The analysis is purely based on closed ended questions and due their deliberate
manipulation, important information may be lost and even barriers of
communication would cause a limitation.

5. The whole project research was confined to only customers of Airtel

6. The research was done with the help of employees of the organization for some of
the dealers and their barriers of communication or way to represent the topic would
differ and actual information would be lost.

7. The dealers responded during the survey were possessing primary education and
their views would not be able to provide the required information.