SYNOPSIS

ON

Consumer perception and learning towards Airtel prepaid

mobile in noida.

Report Submitted in Partial Fulfillment of Post Graduate Diploma in Management

Under Supervision of
PROF. VISHAL AGRAWAL

SUBMITTED BY
SARITA MISHRA
PGDM 2ND year
Roll No: - 48
Batch (2009- 11)

SUBMITTED TO

G. L. Bajaj Institute of Management and Research

Plot no. 2, Knowledge Park 3, Greater Noida – 201306

Website:
 Objective of the study

1. To study and understand the consumer behavior of Airtel pre- paid

mobile users in noida and their satisfaction level.

2. What factors influence the consumer for opting airtel pre-paid mobile.

3. What are various motivation factors involved?

4. What is the perception and learning of those customers towards airtel

pre-paid mobile which are not using this service.

HYPOTHESIS:

1. In noida, most of the customers using airtel prepaid mobile and they

are highly satisfied.

2. The factors which influencing the customers are brand image, positive

world of mouth, low entry cost and strong connectivity.

 Literature review

Airtel has been a pioneering force in the telecom sector with many firsts and innovations to its
credit, ranging from being the first mobile service in Delhi,first private basic telephone service
provider in the country, first Indian company to provide comprehensive telecom services outside
in India in Seychelles and first private sector service provider to launch National Long Distance
Services in India.

In a scenario where telco ARPUs have been squeezed down to rock bottom and most users
prefer to go prepaid, MVAS could be the way out.

Mobile value-added services (MVAS) have led to the emergence of a fresh business ecosystem
giving rise to supporting industries such as content development and aggregation. The evolution
of the MVAS market has come in parallel with the changes and advances that have taken place
in the telecom industry. A well demarcated value chain of MVAS seem to have evolved.

MVAS is now considered as a major tool for additional revenue, service differentiation and
customer retention. One of the majors, Bharti Airtel, has been looking to MVAS to provide its
next wave of growth.

According to industry estimates, Mobile VAS in India would account for 18% of the total
revenues generated by operators from mobile services by end 2010. For Bharti Airtel, VAS
accounted for 11.8% of its total revenues as on March 31, 2010. SMS revenues had risen from
4.1% in the previous fiscal to 6%. Non-voice revenues, which are considered to be the core
MVAS category, had increased from 9.5% to 11.8%.

Airtel pre –paid mobile customers in smaller cities like Mangalore, Thiruvananthapuram, Surat,
Pune and Udaipur with basic phones priced at less than Rs. 5,000 have taken the lead. Social
networking and utility apps ranked highest on the popularity charts. Other popular categories
included books, entertainment and games.

The downloads from Airtel App Central have indicated that the Indian mobile applications
model will be different from the global one. Occupying an average of not more than 2% of
available space on the customer’s handset per app, downloads from Airtel App Central are being
led by feature phones and not smartphones. While 25% of the apps are free to download, the top
five are subscription-based. Airtel recently launched its own movie library, Airtel Talkies, and
followed it up with another product with pre-release audio promos of films, starting with My
Name Is Khan. “Then came The Japanese Wife and the initiative has been extremely successful,”
commented Shireesh Mukund Joshi, Director of Marketing and Communications at Airtel.

Venkatesh V., CEO, Mobile Services, Karnataka Circle, Bharti Airtel, said, “Today, a pre-paid
mobile phone is not used solely for communication; it is a cost-effective option that is available
for entertainment, for news and for any other information that one may require. This shift in
consumer behavior, where subscribers expect more than just connectivity, has ensured that
service providers are actively announcing various value-added services that will help retain
customers.” (daily express, by subhankar kundu).

This year, customers have been making a big shift away from two-year contracts toward
"prepaid" cell phone service, which often costs less and does not require contracts. This is
happening even though contracts are needed to get popular phones such as the iPhone and
the Droid.

Now prepaid service looks like it will get even more attractive, with further price cuts. That's
because wireless carriers have hit a wall when it comes to finding new customers who will
sign contracts.

"I would love to have an iPhone. I just can't swallow the $70 or more bill that would come
with it," said Jeff Finlay, a 45-year-old stay-at-home dad in San Antonio who uses a prepaid
plan.

Unlike contract plans that bill subscribers each month for the services they used the previous
month, prepaid services traditionally let subscribers buy minutes in advance for around 10 to
20 cents each. When the minutes are used up, people "refill" their accounts as needed.

For years, such plans were marketed primarily to people who did not have the credit to
qualify for plans with contracts. About one-fifth of Americans with cell phones are on
prepaid, according to the New Millennium Research Council, a Washington-based think
tank.

But as the recession forced more people to cut costs, prepaid service appealed to a broader
slice of the market, and prepaid services responded by offering better deals.

Now it's possible to make unlimited calls and text messages on a prepaid plan for $45 a
month - half of what it costs a customer with a contract on Verizon Wireless. At Tracfone,
the largest independent provider of prepaid service, customers pay an average of $11 per
month.

The popularity of text messaging is also making some people move away from contract plans
that provide a big bucket of monthly minutes that may not get used.

Finlay uses prepaid service from Airtel Mobile, , because he talks no more than 15 to 20
minutes on the phone each month. That costs him $5 per month. He sends and receives up to
2,000 text messages, so he tacks on an unlimited-texting option for $20 per month..

Together, the seven largest U.S. wireless carriers expanded their contract subscribers by just
230,000 people in the first quarter.

Prepaid service, meanwhile, attracted about 3.1 million new subscribers to the seven largest
carriers in the quarter.( Lubbock Avalanche-Journal,  by Peter Svensson, 15 may 2010)
 RESEARCH METHODOLOGY

Achieving accuracy in any research requires in depth study regarding the subject.

Types of research: My research is based on descriptive study.

TYPE OF DATA :

Primary data: The research methodology adopted is basically based on primary

data via which the most recent and accurate piece of first hand information could

be collected. A structured questionnaire supported by personal interviews has been

used to collect primary data in this project.

Secondary data: Secondary data is collected by internet, magazines, news paper,

journals, bharti circulars, bharti news letters etc.

Method of data collection:

Questionnaire Method

Direct Interview Method and

Observation Method

The main tool used was, the questionnaire method.

 TABLE OF CONTENT

CHAPTER 1:- Introduction

CHAPTER 2:- objective of research

CHAPTER 3:- literature review

CHAPTER 4:- Research Methodology

CHAPTER 5:- Analytical Interpretation

CHAPTER 6:- Findings

CHAPTER 7:- Limitation

CHAPTER 8:- Conclusion

References :

Websites:

Airtelworld.com

Google.com

India.com

Books : SATISH K BATRA AND S.H.H KAZMI

Magazines : business world , business today.

News paper : Economic times, Business standard, financial express

Bibliography
 Questionnaire

Q.1 For how long you have been using Airtel pre paid mobile ?

 0-2 Years

 2-5 Years

 5-10 Years

 More than 10 years

Q.2 Are you satisfied with service of Airtel pre paid mobile?
 Yes
 No

Q.3 Do you collect any information search before making purchase?

 Yes
 No

Q.4.Which of these marketing / sales schemes attracts you while

purchasing airtel pre paid mobile?

 Good Network

 Discount scheme

 Service package

 Any other

Q.5 As a pre paid mobile user , why you opt airtel pre paid mobile?
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