AMITY INTERNATIONAL BUSINESS SCHOOL, NOIDA

2008

SUMMER TRAINING REPORT SUBMITTED TOWARDS THE PARTIAL FULFILLMENT OF POST GRADUATE DEGREE IN INTERNATIONAL BUSINESS

A STUDY ON CONSUMER BEHAVIOUR OF AIRTEL BROADBAND SERVICES

SUBMITTED BY: PADMA K. JHA

MBA-IB (2008-2010) Roll No.: A1802008082

INDUSTRY GUIDE Mr. Nitin Bassi Assitant Manager Bharti Airtel Ltd.

FACULTY GUIDE

Prof. Dinesh Khurana

Senior Faculty A.I.B.S.

AMITY INTERNATIONAL BUSINESS SCHOOL, NOIDA AMITY UNIVERSITY UTTAR PRADESH Study of CONSUMER BEHAVIOUR at BHARTI AIRTEL LIMITED Page 1

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ACKNOWLEDGEMENT
I express my sincere gratitude to my industry guide Mr. Nitin bassi Assistant Manager of Bharti Airtel Limited, for his able guidance, continuous support and cooperation throughout my project, without which the present work would not have been possible. I would also like to thank the entire team of AIRTEL for the constant support and help in the successful completion of my project. Also, I am thankful to my faculty guide Prof. Dinesh Khurana of my institute, for his continued guidance and invaluable encouragement.

PADMA K. JHA

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CERTIFICATE OF ORIGIN

This is to certify that Ms. Padma Kumari, a student of Post Graduate Degree in International Business and Marketing, Amity International Business School, Noida has worked in the Bharti AIRTEL Ltd., under the able guidance and supervision of Mr. Nitin Bassi, Assistant Manager-Bharti Airtel Ltd. The period for which he was on training was for Eight weeks, starting from 4th May 2009 to 04th June 2009. This Summer Internship report has the requisite standard for the partial fulfillment the Post Graduate Degree in International Business. To the best of our knowledge no part of this report has been reproduced from any other report and the contents are based on original research.

Prof. Dinesh Khurana

PADMA K. JHA

Senior Faculty A.I.B.S.

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TABLE OF CONTENTS
(Research Based) Chapter No. Subject Page No. 3

ACKNOWLEDGEMENT.................................

COLLEGE CERTIFICATE.............................. 4 Ch.# 1.0 Ch.# 2.0 2.1

2.2 2.3 2.4

EXECUTIVE SUMMARY................................... 8 Research Methodology.................................. 11 Primary Objectives.................................. 12 Research Design.............................. 13 Sample Design.. .............................. 14 Scope of the Study.............................. 16 Limitations. ............................ 18 Critical Review of Literature................... 20 Profile .................................... Industry Profile............................ Introduction............................................................. 25 Brief history............................................................. 26 Major players .......................................................... 27 Company profile.................................................... 28 Introduction of Bharti Airtel................................... 29 Brand........................... 31 Strategic partnership................................................ 31 Organisation structure ............................................. 32 Awards and recognition....................... ................... 33 Corporate responsibility....................... 34 Employee overview................................................. 35 Environment, health and saftety.............................. 36 Community initiatives............................................. 40 Corporate governance........................................ 42

2.5 Ch.# 3.0 Ch.# 4.0 4.1 a. b. c. 4.2 a. b. c. d. e. f. g. h. i. j.

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AMITY INTERNATIONAL BUSINESS SCHOOL, NOIDA k. l) 1. 2. 3. m) n) o) p) q) 4.3 Ch.# 5.0 5.1 5.2 5.3 Board of directors..............................................

2008 43

Product profile....... Fixed line services .................................... ..44 Broadband DSL................................................ 48 Digital tv interactive.......................................... 54 Advantages of broadband.................................... 58 Technology........................... 59 Airtel offers.............................. 60 Marketing orientation...............63 Product life cycle ........................ 64 Swot Analysis......................................................... 65 Data...................... Collection.................. ..73 Primary Data................................................. ..75 Secondary Data........................................................ 76

Ch.# 6.0 Ch.# 7.0 Ch.# 8.0 Ch.# 9.0

9.1 9.2

Findings & Analysis................... 79-86 Recommendations.......88 Bibliography....... 91 Annexure............. Questionnaire........................................................... 93 Tables.................. 95 Graphs..................98 Synopsis of the project .......................................... 101

9.3 Ch# 10.0

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Case Study............................................................103

CHAPTER-1

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RESEARCH METHODOLOGY
All business undertaking operates in the world of uncertainty. There is no unique method of which can entirely eliminate uncertainty. Any type of organization in the present environment need systematic supply of information coupled with tool of analysis for making sound decision, which involves minimum risk. It is in this context that research methodology plays a very important role. Research is an essential and powerful tool in leading man toward progress. Without systematic research there would have been very little progress. So, that rightly said ,The secret of our cultural development has been research , pushing back the areas of ignorance by discovering new truths, which in turn, lead to better ways of doing things and better products. Research design is the plan, structure and strategy of investigation conceived so as to obtain to research problem and control variances. It is the specification of methods and procedures for acquiring the information needed. It is overall operational pattern or framework of the project that stipulated what information is to be collected and from which source and by what procedure.

Research always starts with a question or a problem. Its purpose is to answer to questions through the application of the scientific methods. It is a systematic and intensive study directed towards a more complete knowledge of the subject studies. Once the problem is defined properly then one can easily Chalk out the Objectives for the research.

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2.1

RESEARCH OBJECTIVES:

The primary objectives of the study was The objective of the study is to understand the consumer pre, post, during perception of broadband connection and consumer buying behaviour and attitude for Bharti Airtel telemedia services. To Analyzing the satisfaction level of customers towards Airtel Broadband service. The secondary objectives of the study was
To find out the consumer awareness and also creating an Awareness to

Airtel telemedia customers about the facilities in broadband connections and its new products.

2.2

RESEARCH DESIGN

Different types of research design have emerged on account of the different perspectives from which a research study can be viewed. There are three fundamental categories that we used frequently are given below. TYPES OF RESEARCH DESIGN :-

DISCRIPTIVE RESEARCH: - The objective of such a study is to answer the who, what, when, where and how. Of the subject under investigation, descriptive studies are well structured and tend to be rigid And its approach can not be changed every now and then. It is therefore, necessary that the researcher give sufficient thought to farming research question and deciding the types of data to be collected and procedure to be used for this purpose. TYPE OF RESEARCH CARRIED OUT: Study of CONSUMER BEHAVIOUR at BHARTI AIRTEL LIMITED Page 9

AMITY INTERNATIONAL BUSINESS SCHOOL, NOIDA In my project work I used and time & cost factor.
DISCRIPTIVE

2008

research as per the research objective

2.3

SAMPLING

After the researcher has formulated the problem and developed the research design including the questionnaire, he has to decide whether he has to collect the data from all people comprising the population. If the data is to be collected only from some members of the population, it is known as Sample Survey. We followed this survey and the size of the sample was 100.

SAMPLE DESIGN
Area of Sample : The areas covered up in this survey was Saket and Rajouri Garden. Selection of units under study : Sampling Units from Saket and Rajouri Garden were consumers of broadband connection. Source list (Sampling Frame) : CUSTOMERS: 100 Sample size: 100 Sampling Procedure: The data was collected by Judgmental sampling which is considered to be a non probability sampling.

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2.4

SCOPE OF STUDY

The research is a systematic investigation of any idea. The research is widely used in the business world for analyzing & evaluation business policy as well as the analyzing & evaluates competitors activity and policy. The research is itself valuable. The research gives fact and figure, which is useful in planning. As it is obvious any business activity is based on to the 4 Ps of marketing viz. price, product, promotion, place all these Ps have its own importance and all are inter-related with each other but most importantly all the factor are independent in the nature. In any organization all factors are carefully formulated to gain a success in the market. It is very important for business analyst to evaluate the modern trend and market position. In the other hand it is vital for business operation to know the need and desire of customer. All the necessary information is received from market by research work.

2.5 LIMITATION OF THE STUDY

Although all efforts were taken to make the result of survey as accurate as possible the survey had the following constraints:

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Customers were not willing to give answers of the questions due to their

busy schedules. Few customers were not cooperating during the project survey. It was quite difficult to collect necessary data. Due to the time constraint and other imperative workload during the training period it could not be made possible to explore more areas of concern pertaining to project study.
The survey was carried out in some parts of Saket and Rajouri Garden

hence it doesnt reflect the entire market scenario DEL and DSL.
This study is based on the prevailing customers satisfaction. But the

customers satisfaction may change according to time, fashion, technology, development, etc.

RESEARCH DATA
Data is the key activity of marketing research. The design of the data collecting method is backbone of research design. Data constitute the foundation of statistical analysis and interpretation. Hence the first step in statistical work is to obtain data. To achieve the objectives, the primary as well as secondary source of data is used... Primary source includes the consumers and companys officials through questionnaires. Secondary source of data includes the past records of company and data available on companys website.

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DATA COLLECTION

Data collection from customers of different areas viz. Saket and Rajouri garden (New Delhi).

Sample size of customers covered is 100. Other information related to project has been taken from company website.

Data collection for the research was through Primary Data, Secondary Data and survey. The data was collected by Judgmental sampling which is considered to be a non probability sampling. The data were collected through the following methodical techniques in this report. Through questionnaires Through interview Through observation

Two types of data:1. Primary Data 2. Secondary Data

5.2 PRIMARY DATA

Primary data are gathered for the specific purpose or for a specific research problem, i.e. data that is gathered first hand, with the help of questionnaires, interview, observation etc consist of original information for the fulfilment of project objective.

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When the data are required for the particular study can be found neither in the internal record of the enterprises nor in published sources. In some cases it may become necessary to collect original data. Primary data can be collected in four ways:1. Observation 2. Survey Advantages of Primary Data: First Hand Data Biasness is reduced Disadvantages of Primary Data: Time consuming Costly

The primary data was collected with the help of QUESTIONNAIRES, Visit to customers Shops and offices.

5.3

SECONDARY DATA
Secondary data are the data, which already exists somewhere. Data

gathered and recorded by someone else prior to and for some purpose other than the current project .Secondary data provide starting point for research and after that the advantage of low cost and ready availability. Secondary data can be divided into two types:. 1. Internal data 2. External data When researcher uses the data that has already been collected by other data are called secondary data. Secondary data can be obtained from

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journals i.e. internal sources report, government publication and books, professional bodies etc. Internal data are reports and memos generated within an organisation to facilitate its operations and annual report. External data are those specially produce for outside consumption.

Sources from which the researcher has taken the secondary data are as under: 1. Direct observation 2. Airtel website 3. Books for marketing management 4. Surveys and customer data & report 5. Airtels customers care office 6. Airtels Brouchers Advantages of Secondary Data: Inexpensive Obtained Rapidly Not time consuming Disadvantages ofSecondaryData:

Out-dated Data not consistent with needs Uncertain accuracy

Tools and techniques of analysis

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After the collection of data through questionnaires a researcher is required to analyze the data. For analysis one needs to use some tools and techniques. We have various tools available for analysis and interpretation of data like MSExcel, SPSS. In this report as the sample size was hundred Hence, we used MS-Excel and SPSS for tabulating the data and designing the bar diagrams and pie-charts.

6.0

DATA INTERPRETATION AND ANALYSIS

CONSUMER AWARENES regarding Airtel Broadband & Telephonic services?

The pie chart below shows the percentage of people who are well aware of airtel broadband and teleservices, percentage of people who are unaware of airtel broadband and teleservices. After asking 100 respondents we got the following results

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AMITY INTERNATIONAL BUSINESS SCHOOL, NOIDA Frequency 68 32 100 Percent 68.0 32.0 100.0 Valid Percent 68.0 32.0 100.0

2008

Valid

Yes No Total

Cumulative Percent 68.0 100.0

consumer awareness

consumer awareness (Airtel Broadband & Telephonic services)

32.00% Yes No Pies show counts

68.00%

INTERPRETATION 68% people are aware about Airtel broadband & teleservices. 32% people are not aware about Airtel broadband & teleservices

SALES PROMOTION TECHNIQUE

As sales promotion is very necessary part of every business just to enhance the sales .so it is necessary to know which is the best technique which will increase the sales of the company. So after collecting data from 100 respondents got the following results Frequency 33 8 7 Percent 33.0 8.0 7.0 Cumulative Valid Percent Percent 33.0 33.0 8.0 41.0 7.0 48.0

Valid

Television Radio News paper

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AMITY INTERNATIONAL BUSINESS SCHOOL, NOIDA Banner Sales person Total

4 .0 0 %

2008

14 38 100

14.0 38.0 100.0

14.0 38.0 100.0

62.0 100.0

3 .0 0 %

Percent

2 .0 0 %

1 .0 0 %

0 % .0

T le is n e v io

Rd a io

Nw p p r e s ae

Bn e anr

S le p rs n a s e o

s le p o o nte h iq e a s r m tio c n u

It can be determined from the above diagram that sales person is the one of the best technique for sales promotion because 38% people said that this is the way by which the company can enhance their sales. Timely feedback or in touch with customers can definitely increase the sales of the company. After that Television is also good technique by which company can do two things brand awareness and sales promotion, one of the major advantages of this technique is it covers wide area and cost is less as compare to sales person technique and other techniques are supported by very few people.

MARKET SHARE
Name Of Company Airtel MTNL Airtel and MTNL both MTNL AND TATA both Market Share 45 28 17 10 Market Share in % 45% 28% 17% 10%

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50 45 40 35 30 25 20 15 10 5 0 Airtel MTNL
Airtel and MTNL

2008

MTNL AND

TATA

brand

It has revealed from the above diagram that Airtel is the largest market share in Saket and Rajouri Garden as compare to MTNL, TATA, RELIANCE, SIFY and others. It is very clear from the diagram that there is very tough competition between airtel and mtnl.

LEVEL OF CONSUMER SATISFACTION

In the present scenario for every company whether it is service provider or someone else it is quiet necessary to know that consumers are satisfied by product or service provided by the company .if company need to not think about that than definitely consumer will switch over to another brand. So it is necessary just to retain the consumer or if there is any problem then to resolve that problem. Data collected from 100 respondents in Saket and Rajouri Garden area are as follows: Airtel % Mtnl % TATA % RELIANCE %

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AMITY INTERNATIONAL BUSINESS SCHOOL, NOIDA Worst Bad Good Better Best 00 02 05 45 00 01 00 04 28 05 00 04 06 00 00

2008 00 01 00 00 00

50 45 40 35 30 Airtel Mtnl TATA RELIANCE

25 20 15 10 5 0 worst bad good bettar best

RATING

The data collected above shows that Airtel is only service provider which satisfies the maximum number of consumers as compare to MTNL and others because 45 % of consumers ranked it better and if we see MTNL customers only 28% consumers ranked it better. It is very clear in the diagram Airtel subscribers are very much satisfied by the services and dont want to switch over.

CONSUMER BUYING PREFERENCE

We also wanted to assess that if a person had bought broadband services on what basis did he select that particular brand. We wanted to know the top of the mind from all the parameters were considered.

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AMITY INTERNATIONAL BUSINESS SCHOOL, NOIDA Valid Percent 13.0 7.0 6.0 47.0 18.0 9.0 100.0

2008 Cumulative Percent 13.0 20.0 26.0 73.0 91.0 100.0

Valid High speed Availability of 7 services Value added 6 services Economical 47 Unlimited 18 Downloading All 9 Total 100

Frequency Percent 13 13.0 7.0 6.0 47.0 18.0 9.0 100.0

CON SUMER BUY INGPREF REN E CE

9.00%

13.00%

High speed Av ailabilityof serv ices Value added serv ices Econom ical Unlim Dow ited nloading All 6.00%

1 8.00%

7.00%

47.00%

Its revealed out from the above diagram that what people look for in it when they buy broadband & telephonic connection as we can see from the above pie chart that 47 % of people said that economical plans is the major buying criteria, 18% of think that broadband should high speed, 13% think that downloading should be unlimited, 9% think that all services should be there and 6% think that value added services should be there.

7.0 RECOMMENDATIONS
On the basis of research and analysis of the study conducted in Saket and Study of CONSUMER BEHAVIOUR at BHARTI AIRTEL LIMITED Page 21

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Rajouri Garden. I would like to suggest the following key points to the company. During my project this fact becomes clear that the customer is not well aware about the all product and services of Airtel so through the strong advertisement company should try to increase the awareness of the Airtel services. . (a) (b) The company should sponsor local programs The company should arrange briefing sessions at prominent clubs such as LIONS CLUB and ROTARY CLUBS etc. (c) The company should organize awareness quizzes through Newspapers, Magazines & announce suitable rewards accordingly. (d) The company should distribute, leaflets of AIRTEL

telemedia in posh colonies of DELHI The company should provide new promotional schemes on the regular basis to consumers to increase its market share. The company should provide economic plans to consumers to increase its market share. The company should provide proper motivational schemes to the sales executives. There should be proper delegation of authority. The company should try to build some feed back mechanism from the customer to check the performance of the sales executives and to make them loyal. The company should provide proper product knowledge to the sales executives. Study of CONSUMER BEHAVIOUR at BHARTI AIRTEL LIMITED Page 22

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The company should go ahead with aggressive marketing. They should

light competition on Pricing strategy. (a) The company should look the strategies of the competitive companies. (b) The company should try its level best to keep the price low as compare to competitors. (c) The schemes should be updated as per the needs and occasions
Large part of Indian rural market is still untapped therefore airtel is

required to bring that area under services.

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