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study-of-punjab

Project report on

Youth perception of gsm mobile service providers

 CERTIFICATE

This is to certify that the project entitled “Youth Perception of GSM Mobile

ServiceProviders: A Case Study of Punjab” Submitted By Naveen Singla, in partial

fulfillment ofthe requirement for the award of degree of Master of Business

Administration, in SchoolOf Management Studies, Punjabi University, Patiala; is a

bonafide piece of research workconducted under my supervision and guidance and no

part of this project has beensubmitted for any other degree.

Date:

Er. A.S. Marwaha

Lecturer

S.M.S,

Punjabi University,

Patiala.
ACKNOWLEDGEMENT

I would like to take this opportunity to thank Er. A.S.Marwaha, Lecturer, School of

Management Studies, Punjabi University, Patiala, who has been guiding force for my
Project Report on“Youth Perception of GSM Mobile Service Providers: A case study of
Punjab.”

I am also very thankful to all of my teachers and friends for their support

andencouragement in finding out the appropriate material for this Project Report,

withouttheir thankless support and efforts, making this report would have been

impossible for me.
I am also thankful to Dr. A. S Chawla, Head of the Department, School of
Management Studies, Punjabi University, Patiala for providing me the required
facilities in the department.

Naveen Singla

MBA-2 (A)

2768
TABLE OF CONTENTS
CHAPTER NO.
PARTICULARS
PAGE NO.
Chapter – 1

INTRODUCTION TO THE STUDY

•Telecommunication
•TRAI
•Telecom Sector in India
•Classification ofTelecom Services
•Introduction to the Companies6-39
Chapter-2
LITERATURE REVIEW40-44
Chapter – 3
RESEARCH METHODOLOGY
•Need & Scope
•Objectives of the Study
•Limitations of the Study45-51
Chapter –4
DATA INTERPRETATION AND ANALYSIS
•Findings52-66
67
Chapter – 5
CONCLUSION SUGGESTIONS 68 69
BIBLIOGRAPHY70
ANNEXURE
•Questionnaire71-73
LIST OF TABLES Sr.No. Title
Table 1.Table 1 showing percentage of respondents subscribed with different Mobile
Service Providers.

Table 2.Table 2 showing the sources from where the customers got acquainted with
thesecompanies.

Table 3.Table 3 showing the No. of years the respondents have been using the current
mobile phone services.

Table 4.
This table 4 shows the no. of respondents with their past experience with their
mobile service providers.

Table 5.Table 5 showing percentage of prepaid and postpaid customers.

Table 6.This table 6 showing whether respondents are satisfying or not when they
wereasked if they are permitted to retain the current mobile phone number that
theyhave, then they would change their current mobile service provider

Table 7.
This table 7 shows the brand of different mobile service providers which are to
bepreferred when the respondents are satisfied to change their current mobile
serviceprovider when they are permitted to retain the current mobile phone no.

Table 8.
This table 8 showing the usage of mobile services for anything beyond making
calls and text messaging.

Table 9.
This table 9 showing Importance of various factors in a mobile service provider.

Table 10.
This table 10 shows the importance of price on a 5 point scale in different brands.

Table 11.
This figure 11 shows the importance of quality of service on a 5 point scale in
different brands.

Table 12.
This table 12 shows the Availability in different states on a 5 point scale in
different brands.

Table 13.
Table 13 showing perception of various factors of different companies by all the
respondents.

LIST OF FIGURES

Sr.No.TitleFigure 1.
Figure 1 showing percentage of respondents subscribed with different Mobile

Service Providers.
Figure 2.
Figure 2 showing the sources from where the customers got acquainted with these
companies.
Figure 3.
Figure 3 showing the No. of years the respondents have been using the current
mobile phone services.
Figure 4.
This Figure 4 shows the no. of respondents with their past experience with their
mobile service providers.
Figure 5.
Figure 5 showing percentage of prepaid and postpaid customers.
Figure 6.
This Figure 6 showing whether respondents are satisfying or not when they wereasked
if they are permitted to retain the current mobile phone number that theyhave, then they
would change their current mobile service provider
Figure 7.
This Figure 7 shows the brand of different mobile service providers which are tobe
preferred when the respondents are satisfied to change their current mobileservice
provider when they are permitted to retain the current mobile phone no.
Figure 8.
This Figure 8 showing the usage of mobile services for anything beyond making
calls and text messaging.
Figure 9.
This Figure 9 showing Importance of various factors in a mobile service provider.
Figure 10.This Figure 10 shows the importance of price on a 5 point scale in different
brands.
Figure 11.
This figure 11 shows the importance of quality of service on a 5 point scale in
different brands.
Figure 12.
This Figure 12 shows the Availability in different states on a 5 point scale in
different brands.
INTRODUCTION

Comparative research, simply put, is the act of comparing two or more things with a
view
to discovering something about one or all of the things being compared.
This technique is often utilizes multiple disciplines in one study.

When it comes to method, the majority agreement is that there is no methodology

peculiarto comparative research. The multidisciplinary approach is good for the flexibility

it offers,yet comparative programs do have a case to answer against the call that their

research lacksa “seamless whole”.

There are certainly methods far more common than others in comparative studies,

however.Quantitative analysis is much more frequently perused than qualitative, and

this is seen inthe majority of comparative studies can be use quantitative data.
The general method of comparing things is the same for comparative research as it is in

oureveryday practice of comparisons. Like cases are treated alike, and cases are

treateddifferently; the extent of difference determines how differently cases are treated.

The pointhere is that if one is able to sufficiently distinguish two cases, comparative

researchconclusions will not be very helpful.

Secondary analysis of quantitative data is relatively widespread in comparative

research,undoubtedly in part because of the cost of obtaining primary data for such

large things as acountry’s policy environment. A typical method of comparing welfare

state is to takebalance their levels of spending on social welfare.

Comparative research is a methodology in the social sciences that aims to

makecomparisons across different countries and cultures. A major problem in

comparativeresearch is that the data sets in different countries may not use the same

categories, ordefine categories differently.

TELECOMMUNICATION

Telecommunication is one of the fastest growing service industries in the world.

Whilethe accent of growth is one the value added service, such as e-mail, cellular

phones etc inthe developed countries. This sector a crucial role in spurring growth,

especiallyindustrial and service, in any economy.

Multinational companies are investing in developing countries because of huge

latestdemand. Telephone penetration has reached saturation levels in the developed

world.Telecommunication historically has been a state initiated and controlled sector in

allcountries. The last two decades has witnessed a restricting of the entire sector across

theglobe, in terms of privatization and competition. Opening up of economics

andprivatization in the developing countries has triggered influx of foreign capital

andtechnology.

Telecom density is only 2 per 100, which is less than that of China (4.5 per 100) and

theworld average (10 per 100). Cellular penetration is also low at 0.1% compared to

China(1.1%) and Malyasia (2%). To improve penetration will imply an investment of

over Rs.600 billion in next 5 years.

The industry had received the Telecom Policy of 1994 with enthusiasm. It was hoped

thatthis would usher in a new era in the telecom Sector.Unfortunately, delays

inimplementation and resulting confusion have derailed the same. The initial

enthusiasticresponses to building have given way to litigation and subsequent delays.

Out of the 22circles made available to the private sector for basic telecom service, only

2 areoperational after 5 years.

Despite all the delays, India has managed to take steps towards privatization

andintroduction of competition in basic telecom services. The government has

announced anew telecom policy, which clarifies the future role of Department of

Telecommunication.The new ISP policy will promote the use of internet. All this aims to
promote investmentin the telecom sector. The sector will undergo a dramatic

transformation in the next 3-5years.

The building process was also adversely affected by Himachal futuristic which
submitted
bids of Rs. 850 Bn for 9 licenses leading in an impasse. The solution formulated by the

policy makers to copies number of licenses per company ostensibly, to avoid

competitionalso led to confusion. The bids were made on optimistic demand estimates,

which havenot yet materialized. This has resulted in most of the companies facing cash

losses. Mostof the Indian partners do not have the strength to withstand long

genestations and sellingout to their foreign collaborators. The new telecom policy has

addressed this issue also.A number of MNCs set up joint ventures for manufacture of

telecom equipment in thelast 3 years. The capacity builds up outstripped demand from

the service providers. Dueto resource crunch, DOT (the dominant single buyer) delayed

placing orders. Thisresulted in an adverse impact on the bottom-line. A shake out local

players (includingsome PSUs) who are technologically not competitive is bound to

happen.
•
TRAI (TELECOM REGULATORY AUTHORITY OF INDIA)

The Telecom Regulatory Authority of India or TRAI (established 1997) is

theindependent regulator established by the Government of India to regulate

thetelecommunications business in India. The TRAI, which draws regulatory power

fromthe TRAI Act of 1997 (Amended 2000), is responsible for

Notwithstanding anything contained in the Indian Telegraph Act,1885,the functions of

 the Authority shall be to-
(a) Make recommendations, on a request from the licensor, on the following matters,
namely:

(i) need and timing for introduction of new service provider;

(ii) terms and conditions of license to a service provider;

(iii) revocation of license for non-compliance of terms and conditions of license:

(iv)measures to facilitate competition and promote efficiency in the operation of
telecommunication services so as to facilitate growth in such services.
(v) technological improvements in the services provided by the service providers.
(vi) type of equipment to be used by the service providers after inspection of equipment
used in the network.
(vii)measures for the development of telecommunication technology and any other
matter relatable to telecommunication industry in general;
(viii) efficient management of available spectrum;
(b) Discharge the following functions, namely:-
(i) ensure compliance of terms and conditions of license;

(ii) notwithstanding anything contained in the terms and conditions of the license

grantedbefore the commencement of the Telecom Regulatory Authority

(Amendment)Ordinance,2000, fix the terms and conditions of inter-connectivity between

theservice providers;
(iii) ensure technical compatibility and effective inter-connection between different
service providers

(iv) regulate arrangement amongst service providers of sharing their revenue derived
from providing telecommunication services;

(v) lay down the standards of quality of service to be provided by the service providersand

ensure he quality of service and conduct the periodical survey of such serviceprovided
 by the service providers so as to protect interest of the consumers oftelecommunication

services;
(vi) lay down and ensure the time period for providing local and long distance circuits of
telecommunication between different service providers;
(vii) maintain register of interconnect agreements and of all such other matters as may
be
provided in the regulations;

(viii) keep register maintained under clause (viii) open for inspection to any member ofpublic

on payment of such fee and compliance of such other requirement as may beprovided

in the regulations;
(ix) ensure effective compliance of universal service obligations;
•
TELECOM SECTOR IN INDIA
More than 125 million telephone network is one of the largest communication networks
in world, which continues to grow at a blistering pace.

The rapid growth in the telecom sector can be attributed to the various pro-active

andpositive policy measures taken by the government as well as the dynamic

andentrepreneurial spirit of the various telecom service providers both in private and

publicsector. The telecom sector has shown impressive growth during the past decade.

Two striking features of this growth viz. increasing preference for mobile phones

andhigher contribution of private sector in the incremental growth have predominated

thetelecom sector. The share of mobile phones (including WLL mobile) has overtaken

theshare of landlines with 62% in the total number of phones. The private

sector'scontribution is also increasing rapidly. Currently more than 30 lakh phones are
beingadded each month and it is targeted that by the end of 2008 the total number of

phonesmay reach a level of 350 million taking the tele-density to more than 30% which

iscurrently at 24.63%.
Network Expansion: The total number of telephone subscribers has reached 281.62

million at the end of January 2008 as compared to 232.87 million in July 2007.

Theoverall teledensity has increased to 23.63% in January 2008 as compared to

21.20% inAugust 2007.

Wireless Service: The wireless segment saw a surge of 8.77 million subscribers last
month compared to 8.17 million in December2007. This pushed the total wireless
subscriber’s base to 242.40 million by Jan 31 2008.
Wireline Subscribers: The wireline segment subscriber base stood at 39.73 million with
a decrease of 0.16 million at the end of January 2008.
Teledensity: The gross subscriber base reached 206.83 million at the end of March
2007.
The teledensity is 24.63%at the end of January 2008 as compared to 18.31% at the end
of
March 2007, registering an increase of 6%

Increasing Role of Private Sector: The private sector has played a significant role in the
growth of telecom sector. The share of private sector has risen to 85 per cent in
December 2007 from 64.14 per cent in November 2006.
Tariff Rebalancing Measures: There has been a dramatic fall in the tariffs due to

increased competition. The minimum effective charges for local calls have

fallenconsiderably in recent months especially for cellular service. The long distance

domesticas well as international charges have also fallen considerably.

Telecom Regulatory Authority of India (TRAI): TRAI was established under the

Telecom Regulatory Authority of India Act, 1997 enacted on March 28, 1997. The

goalsand objectives of TRAI are focused towards providing a regulatory framework

thatfacilitates achievement of the objectives of New Technology Policy (NTP) 1999.

TRAIhas endeavored to encourage greater corporation in the telecom sector together

withbetter quality and affordable prices.

Telecommunication sector in India can be divided into two segments: Fixed

ServiceProvider (FSPs), and Cellular Services. Fixed line services consist of basic

services,national or domestic long distance and international long distance services.

The stateoperators (BSNL and MTNL), account for almost 90 per cent of revenues from

basicservices. Private sector services are presently available in selective urban areas,

andcollectively account for less than 5 per cent of subscriptions. However, private

servicesfocus on the business/corporate sector, and offer reliable, high- end services,

such asleased lines, ISDN, closed user group and videoconferencing.

Cellular services can be further divided into two categories: Global System for

MobileCommunications (GSM) and Code Division Multiple Access (CDMA). The GSM

sectoris dominated by Airtel, Vodfone-Hutch, BSNL and Spice-Idea Cellular, while the

CDMAsector is dominated by Reliance and Tata Indicom. Opening up of international

anddomestic long distance telephony services are the major growth drivers for

cellularindustry. Cellular operators get substantial revenue from these services, and

compensatethem for reduction in tariffs on airtime, which along with rental was the main

source ofrevenue. The reduction in tariffs for airtime, national long distance,

international longdistance, and handset prices has driven demand.

•
CLASSIFICATION OF TELECOMMUNICATION SERVICES

1.Basic services

2.Cellular services

3.Internet Service Provider (ISP)

 CELLULAR SERVICE

There are five private service operators in each area, and an incumbent state
operator. Almost 80% of the cellular subscriber base belongs to the pre-paid
segment.
 The DOT has allowed cellular companies to buy rivals within the same

operating circle provided their combined market share did not exceed 67 percent.

Previously, they were only allowed to buy companies outside their circle.

Growth Drivers

Opening up of international and domestic long distance telephony services aregrowth

drivers in the industry. Cellular operators now get substantial revenuefrom these

services, and compensate them for reduction in tariffs on air time,which along with

rental was the main source of revenue. The reduction intariffs for airtime, national long

distance, international long distance, andhandset prices has driven demand.

•
THE KEY PLAYERS IN THE TELECOM MARKET IN INDIA
 Cellular Service provider:

Airtel

 Vodafone
 BSNL

 Spice/Idea

 Reliance

 Tata indicom

 Aircel

 MTNL
 Subscribers
•
Wireless subscribers crosses 200 million mark
•
Tele density reaches 21.20%
•
India has become the second largest wireless network given the exceptional
growth in Mobile subscribers in India.

According

to the latest release T.R.A.I the total wireless subscribers base stood at 261.09 million

at the end of March 2008, compared to255 million subscribers in U.S. A total of 10.16

million wireless subscribers have beenadded in the month of March 2008 as against

8.53 million wireless subscribers added inthe month of February 2008.

Another landmark that March saw was reaching a total telephone connections to

300million (wireline+wireless). The overall tele-density is pegged at 26.22% at the end

ofMarch 2008 as against 25.31% in February 2008.

The total number of telephone subscribers has reached 241.02 million at the end

ofAugust 2007 as compared to 232.87 million in July 2007. The overall teledensity

hasincreased to 21.20% in August 2007 as compared to 20.52% in July 2007.

In the wireless segment, 8.31 million subscribers have been added in August 2007

while8.06 million subscribers were added in July 2007. The total wireless subscribers

(GSM,CDMA & WLL (F)) base reaches 201.29 million at the end of August 2007.

Introduction to Companies

Airtel

Type : Public………………..

……………

…………….

Bharti Airtel Ltd is India's leading provider of telecommunications services.

Thecompany has 4 distinct Business divisions - Mobile & telephone services,

broadbandservices, long distance services and enterprise services.

2.Bharti TeleTech Ltd
Bharti TeleTech Ltd manufactures and exports world-class telecom equipment under
the
brand 'Beetel'
3.Telecom Seychelles Ltd
Telecom Seychelles Ltd provides telecom services in Seychelles, under the brand
'Airtel'
4.Bharti Telesoft Ltd
Bharti Telesoft Ltd delivers best-in-class, revenue-critical VAS products and services to
telecom carriers.
5.TeleTech Services (India) Ltd
TeleTech Services (India) Ltd is joint venture with TeleTech Inc., USA. It offers a range
of Customer Management Services.
6.FieldFresh Foods Pvt Ltd

FieldFresh Foods Pvt Ltd is Bharti's venture with EL Rothschild Group owned

ELROHoldings India Ltd., to export fresh Agri products exclusively to markets in Europe

andUSA.
Airtel is abrand of telecommunication services inIndia operated by Bharti Airtel.
Airtel is the largest cellular service provider in India in terms of number of subscribers.
Bharti Airtel owns the Airtel brand and provides the following services under the brand
Competitive service provider of the year 2005 at the Frost and Sulivan Asia-
Pacific ICT awards

Bharti Airtel added the highest ever net addition of 5.3 million customers in asingle

quarter (Q4-FY0607) and also the highest ever net addition of 18 milliontotal

subscribers in 2006-07
The company will invest up to $3.5 billion this fiscal (07-08) in network
expansion.
It has an installed base of 40,000 cellsites and 59% population coverage
After the proposed network expansion, an additional 30,000 towers will result in
the company achieving 70% population coverage

Bharti has over 39 million users as on March 31, 2007

It has set a target of 125 million subscribers by 2010

Prepaid customers account for 88.5% of Bharti’s total subscriber base, an increase
from 82.7% a year ago
ARPU has dropped to Rs 406

Non-voice revenues, (SMS, voice mail, call management, hello tunes and AirtelLive)

constituted 10% of total revenues during Q4, lower than 10.7% in the Q4 ofthe previous

year
Blended monthly minutes of usage per customer in Q4 was at 475 minutes

Has completed 100% verification of its subscribers and in the process

disconnected three lakh subscribers
Market N ews
Market Capitalisation
Approx. Rs. 1,670 billion Closing BSE share price = Rs. 880.75
Sales :
02.62 Billion $
Profits :
00.46 Billion $
Assets :
04.46 Billion $
Market Value :41 Billion $
On February 12, 2007 Vodafone sold its 5.6% stake in AirTel back to AirTel for US $1.6
billion; and purchased a controlling stake in rival Hutchison Essar.
Has no equity stake in further39 countries the name came from Vodafone voice data
…11 to 14………………………………………………………………………………..
equity and loan interests in Hutchison Essar Limited for a total cash consideration
(before
costs, expenses and interests) of approximately US$11.1 billion or HK$87 billion.
1992: Hutchison Whampoa and Max Group established Hutchison Max
2000: Acquisition of Delhi operations Entered Calcutta and Gujarat markets through
ESSAR acquisition
2001: Won auction for licences to operate GSM services in Karnataka, Andhra Pradesh
and Chennai
2003: Acquired AirCel Digilink (ADIL - Essar Subsidiary) which operated in Rajastan,
Uttar Pradesh East and Haryana telecom circles and renamed it under Hutch brand
2004: Launched in three additional telecom circles of India namely 'Punjab', 'Uttar
Pradesh West' and 'West Bengal'
2005: Acquired BPL, another mobile service provider in India
2008: Vodafone acquired Dishnet Wireless, a service provider in Orissa and has
successfully launched its services in the following circle.
2008: Vodafone launched the Apple iPhone 3G to be used on its 17 circle 2G network.
Hutch was often praised for its award winning advertisements which all follow a clean,
minimalist look. A recurrent theme is that its message Hello stands out visibly though it.

15 to 19
………………………………………………………………………………………………………
………………………………………………………………………..
4. Intelligent Network (IN): BSNL is providing IN services like tele-voting, toll free
calling, premium calling etc.
BSNL Units
BSNL is divided into a number of administrative units, termed as telecom circles, metro
districts, project circles and specialized units, as mentioned below:-
Telecom Circles: Telecom Circles & Metro districts are responsible for providing service
to the customers. There are 24 Telecom Circles and 2 Metro districts.
BSNL Present & Future

Since its corporatisation in October 2000, BSNL has been actively providing

connectionsin both Urban and Rural areas and the efficiency of the company has

drasticallyimproved from the days when one had to wait for years to get a phone

connection to nowwhen one can get a connection in even hours. Pre-activated Mobile
connections areavailable at many places across India. BSNL has also unveiled very

cost-effectiveBroadband internet access plans (DataOne) targeted at homes and small

businesses.
At present BSNL enjoy's around 45% of market share of ISP services.
•
http://en.wikipedia.org/wiki/Image:India_Broadband.PNG
•
http://en.wikipedia.org/wiki/Image:India_Broadband.PNG
Year of Broadband 2007

2007 has been declared as "Year of Broadband" in India and BSNL is in the process

ofproviding 5 million Broadband connectivity by the end of 2007. BSNL has

upgradedexisting Dataone (Broadband) connections for a speed of up to 2 MB/s without

any extra
………………..20to 25…………..

dea Cellular, an Aditya Birla Group company, along with Telecom MalaysiaInternational

(TMI) announced the acquisition of 40.8 per cent stake in SpiceCommunications Limited

(Spice) at a price of Rs. 77.30 per share. TMI is an emergingleader in Asian

telecommunications with over 44 million subscribers and a presence in 10countries. The

operational synergies emerging out of this merger would augur well for both
the
telecom
players.
The acquisition of Spice gives Idea the much needed headway in Punjab and
Karnataka states that account for more than 10 per cent of India’s wireless subscribers.
The entire process of the merger between both the companies would take six to

eightmonths to complete. Post merger, Idea is looking at a pan-India presence. The

deal alsogives Idea the opportunity to leverage.

Idea Cellular, the leading GSM mobile services operator has licenses to operate in all

22service areas of India with commercial operations in 11 service areas. With a

customerbase of over 26 million, it runs operations in Delhi, Himachal Pradesh,

Rajasthan,Haryana, Uttar Pradesh (East), Uttar Pradesh (West) & Uttaranchal, Madhya

Pradesh &Chattisgarh, Gujarat, Maharashtra & Goa, Andhra Pradesh, and Kerala,

holds spectrumfor Mumbai, Bihar, Orissa, Tamil Nadu (including Chennai), and

Karnataka, and licensesfor the remaining six service areas.

With the planned launch of services in Mumbai, Bihar and Jharkhand, Orissa and

TamilNadu (including Chennai) towards the end of the calendar year, Idea's footprint will

sooncover approximately 90 per cent of India's telephony potential.

dea has acquired Spice Telecom and the deal consists of 4

transactions:
•
Idea will acquire the Modi’s 40.8% stake in Spice (for Rs 2,720 crore).
•
Idea will launch the mandatory 20% open offer for the Spice shareholders, jointly
with Telecom Malaysia International (TMI).
•
Idea will merge Spice with itself and offer a 14.99% stake to TMI through a
preferential allotment.
•
The Idea-TM combine will launch the open offer at Rs 77.30 jointly with TMI,
which now holds 39.2%in Spice
The official brand name has been changed fromSpice toIdea in these circles w.e.f. 19th
December 2008.
LITERATURE REVIEW

Previous research in British telecom industry has often quoted price, quality, and

serviceas the main factors considered in the purchasing decision of buyers from

competingsuppliers (Financial Times, 1966; Buckner, 1967; McBeth et al., 1972). In

thisresearch, an effort is made to simplify the part of service as a competitive strategy

byusing a variety of forces which drives an industry in the direction of competition

basedon the support from some sources suggesting that the service scope is now

essential forevery business.

What business strategy is all about is, in a word, competitive advantage… The

solepurpose of strategic planning is to enable a company to gain, as efficiently as

possible, asustainable edge over its competitors. Corporate strategy thus applies an

attempt to alter acompany’s strength relative to that of its competitors in the most

efficient way.

For decades, companies relied on push marketing to sell their products and

services.Then in the 1990s, the emphasis shifted to relationship marketing, as

“customer care” andslogans like “delight your customers” became the mantra of many

marketers. But thosetactics have been loosing their effectiveness, innovative companies

are now trying adifferent approach: they are providing customer with open, honest, and

completeinformation (Glen L. Urban, 1984). To exist and flourish in the today’s

competitivemarket a company needs to have a basis of competitive advantage. The

search for andnourishment of such advantage may be found in superior products that

customer value,by effective cost or differentiation strategies or financial aptitude

Customer satisfaction and service quality should be entrenched within the

chapterprinciples of a business. This value enables an organisation to distribute the

services tothe client in a strategic and an incorporated approach, and in a sustainable

manner. Overthe past decade, the nation has moved into a service economy, and

organizationseverywhere are becoming customer focused and customer driven.

However since customer satisfaction has become a significant determinant as an

elementof assessing an organization performance. It was first found in Sweden in 1992,

with theestablishment of the Swedish customer satisfaction index. Other developments

havetaken place in Germany, USA, UK, and gradually world wide awareness has been

shown.

Customer service is a gradually becoming more and more significant focuses

foradministration attention, since it generates wealth for the company by adding

together atthe same time value for the customers (Christopher, 1992; LaLonde et al.,

1994). Firmsare now aware of the need to preserve their existing customer and to

create customerloyalty but first there is a need to make a clear terminology. Customer

may be loyalbecause of the absence of substitutes, or due to of some incentives but,

given real andmore numerous competitive alternatives; loyal customers are best

achieving bydelivering customer satisfaction. Customer satisfaction can be measured

but it is not amanagement activity. Rather, it is a measure of customer awareness to

marketing stimuliin a known competitive environment. Customer service can be defined

as a seller-initiated attempt which has value for the buyers, therefore growing customer

satisfactionand encouraging patronage and loyalty. This definition has been reflected in

the literatureas customer service has changed from an action to a procedure and

business beliefs (Bill

Donaldson, 1995).

In most businesses, some firms are more profitable than others, in spite of whether

thestandard productivity of the industry is high or low. These distinctive expertise and

assets(resources) are referred to as source of competitive advantage. Competitive

advantageresults either from applying a value-creating strategy not at the same time

being appliedby any present or prospective competitors (Barney, 1996; Barney et al.,

1997) orthrough better implementation of the similar strategy as of competitors.

Sustainability isaccomplish when the advantage resists erosion by competitor

behavior .A competitiveadvantage can come into effect either from presenting greater

value or ``out-executing’’major competitors .A competitive advantage is constantly

achieved when other firms are

nable to copy the benefits of this strategy. Because of its significance to the long

lastingsuccess of firms, this body of literature has come out, which concentrates on the

contentof sustainable competitive advantage as well as its sources and different types

ofapproaches that may be used to attain it. In other words, the skills and
resourcesunderlying a business’s competitive advantage must oppose duplication by

othercompanies to discuss the precise mixture of skills and resources, which are

exclusive toservice industries. For instance, they suggest that the greater the difficulty of

assetsneeded to market a service; the greater is the significance of novelty as a basis

ofcompetitive advantage will turn out to be. They also suggests that the brand equity

turnout to be a significant source of competitive advantage in service industries as the

levelof service offered becomes more intangible and when customers have a great

need toconquer the perceptions of risk. Intangible resources may certainly appropriate

thantangible ones to attain a sustainable competitive advantage. Given that

theaccomplishment of sustainable competitive advantage is based on an external focus,

it isappealing to note that those intangible possessions that are external to the company

mayadd the most to value creation and consequently sustainable competitive

advantage.

The various mobile service industries are trying to attain greater customer satisfaction

byfocusing on the quality of their products and services supplied. Maintaining a

uniformlevel of customer satisfaction is not easy task, it involves observing and

calculatingmultiple, as well as simultaneous moment of truth for each and every

consumer. Figureillustrates all the key elements which influence customer satisfaction in

an organization.Now a days Researchers and practitioners has given a significant

amount of attention tothe service quality in an organization It has been defined as a type

of an approach,
associated but not corresponding to satisfaction. This results from the evaluation of
probable service levels with perceived performance (Parasuraman et al., 1998; Bolton
and Drew, 1998; Cronin and Taylor, 1998). In short, customers enter a consumption

experience expecting a positive level of service. Throughout that

consumptionexperience, they monitor genuine service performance.The customer’s

subjectiveassessment of how well (or badly) that actual performance compares to

probableperformance results in the perceived service quality. There is substantial proof

thatservice quality works as an antecedent to customer satisfaction. In addition, it

should benoted that the high levels of consumer satisfaction leads to better consumer

loyalty.

According to Parasuraman outstanding service is a lucrative strategy, as it results

inadditional new customers, smaller amount lost customers, more trade with existing

one,smaller number mistakes requiring the re-performance of services and more

insulationfrom price competition. Profit impact of market strategy (PIMS) research has

pointed outthat the companies that present better-quality of service are able to charge 8

per centmore for their services, while attaining higher than normal market share growth

andprofitability. Therefore, offering better-quality service can help the companies to

becomemore cost-effective and helped them to sustain a competitive advantage in their

suppliedmarkets. However, prior to service up gradation programs are introduced,

present servicequality levels needs to be dealt with (Berry, 1999). These judgments

should identify thestrengths and weaknesses of the service quality at present being

delivered. Furthermore,approaches concerning how to distinguish through enhanced

service quality that is toachieve a competitive advantage, involves evaluating quality

assessments to those ofcompetitors, (Berry and Parasuraman, 1999). Such a contrast

offers a strategic lens by

helping to create priorities for the improvement of the service quality as well

ascategorizing which service quality attribute to highlight in distinguishing the

company’sservice offer. In today’s competitive environment, the search of service

quality is nowconsidered to be an essential business strategy. Nowadays, contributing a

better-qualityproduct is no longer satisfactory, as companies in the new era compete on

a muchbroader platform. An outstanding product is no longer the ticket to global

marketsupremacy, but merely the entrance fee to compete.

Quality of service in a cellular industry market is likely to become especially prevalent

asthe global economy becomes increasingly service oriented with competition

wellestablished. When competition exists, customer can set aside old loyalties and

choose theservice provider which best serves their need. Potential and actual

competitiors will havea vital interest in identifying areas of quality where there is

potential to gain or sustaincompetitive advantage and subsequently set their quality

levels and prices accordingly. Inthis competitive environment, it will be essential to

ensure that each customer is gettingvalue for money. The concept of ‘value’ has already

been identified as being a majorfactor in determining customers’ purchasing

preferences, and a major component ofvalue is quality. Customers are also beginning to

realize that they have a major role toplaying setting quality levels within the cellular
industry and also in determining whatnew services should be introduced. Customers are

beginning to come together to form anorganization and thus increasing the volume and

power of their voice within the industry.

RESEARCH METHODOLOGY
Research methodology is a careful investigation for inquiring in a systematic method
and
finding solution of a problem. It comprises the defining and redefining of problem

formulating hypothesis, collection and evaluating data, making detection and reaching
conclusion. This research consists of following element:

 RESEARCH DESIGN

 SAMPLING DESIGN

 SAMPLING UNIVERSE

 SAMPLING UNIT

 SAMPLING TECHNIQUES

 SAMPLE SIZE

 DATA DESIGN
RESEARCH DESIGN
Decision regarding what, when, where, how much, by what mean, concerning an
enquiry,
constitute a research design. In this study the research design is of exploratory type.
SAMPLE UNIVERSE
Collection, population, or set of entities, items, or quantities (grouped together on

thebasis of common or defining characteristics or features) from which a

representativesample is drawn for comparison or measurement. So every user of Airtel,

Vodafone,BSNL, and Spice/Idea is the sample universe.

SAMPLING UNIT

Primary Data
primary data is one which is collected first time and original in nature. This can be done
in following ways:
 Observation

 Personal interview

 Telephone

 Questionnaire
In the survey, the data was collected through questionnaires which had opened ended
and
multiple choice questions.
SECONDARY DATA
The data which is already collected by someone else. This was collected through
journals, magazines, newspaper and internet.
DATA ANALYSIS
The data analysis was done by different types of methods like rating, pie charts,
percentage, tables and through graph.

NEED AND SCOPE

Telecom sector is growing at a highest rate ever. This sector is striving to tap almost

eachpotential customer to render its services. Having mobile has been become the

need ofevery person. Nowadays everybody wants to enjoy these services.

With liberalization, privatization and globalization after 1991,so many companies

areoperating in India hence the market is quite competent With so much

competitionprevailing ,companies are interested to know the customers perception

towards variousmobile services so as to work on it and capture the market.

The main objective of the study is to find out the competitive edge of one company

overother. Which company is having the highest market share, what are the different
servicesare offered by them, how brand conscious. And brand loyal they are, what are

customer’sperceptionof different factors of different mobile service providers etc.

The Indian mobile market is growing rapidly, and along with it the demand for

contentand applications for handsets. According to the cellular operators association of

India(COAI), the mobile subscriber base in GSM and CDMA has grown from 88.48

million inJanuary 2006 to 93 million (GSM 65.2 million, CDMA 27.82 million) in

February. Asper COAI, the GSM mobile industry holds 77 percent of the total mobile

market in Indiaand accounts for 74 percent of additions.

The total number of telephone subscribers has reached 241.02 million at the end

ofAugust 2007 as compared to 232.87 million in July 2007. The overall teledensity

hasincreased to 21.20% in August 2007 as compared to 20.52% in July 2007.

Rising demand for handsets has led operators to offer services other than voice

calls.Thus, the content or value-added services (vas) market comprising music,

wallpapers,web, ring tones and gaming is growing rapidly.

TRAI has put mobile sector revenues at around Rs 25,000 crore for fy05 comprising

bothvoice and data services. These revenues have been growing at a compounded

annual rateof 40 percent over the last five years. Revenues from vas such as SMS, ring

tones andringback tones were about 10 percent of that recorded last year.

With the number of mobile users growing, there is a growing opportunity for

serviceProvider in India, wireless operators, music and film companies, comics

contentdevelopers, game developers and musicians are all entering the mobile content
market forringtones, gaming, mobile imagery and streaming audio and video. Some

players in thecontent segment are mauj, indiagames, hungama, soundbuzz (music) and

coruscant etc.

Present study covers Airtel, Vodafone, BSNL and Spice/Idea operators. Only

GSMoperators operating in various regions of Punjab are taken under study. These

regionsinclude the districts like Bathinda, Mansa, Barnala, Sangrur, Patiala, and

Fatehgarh Sahib.

OBJECTIVES OF STUDY

•To know the market share of various companies of telecom sector in Punjab.
•To know the various factors attributing to competitive edge of one mobile service
provider over others.
•To know whether the Youth want to change their current mobile service provider when
they are permitted to retain the current mobile phone number that they had.
•To know the importance of price of different mobile service providers used by different
customers.
•To know the importance of quality of service of different mobile service providers used
by different customers
•To know the importance of availability in different states in terms of roaming of
different mobile service providers used by different customers.
•To know the perception of different factors of different mobile service providers.
LIMITATIONS OF THE STUDY
•
The research will be conducted in a limited area

The internet information can be irrelevant.

•
Time will be a major constraint.
•
Smaller sample may not always give better results. Sample may not be true
representative of the whole population.
•
The possibility of biased responses can’t be ruled out.
•
Due to language problem it is possible that the respondents are not be able to
understand the questionnaire and can cause misleading results.
•
Lack of availability of full information.
•
Lack of interest of respondents.

DATA ANALYSIS AND INTERPRETATION

1.Subscription of Customers with current Mobile Service Provider.

Respondents were asked about their subscription, results gathered are shown below:

TABLE 1:- Table 1 showing percentage of respondents subscribed with different Mobile
Service Providers.

PARTICULARS
NO. OF RESPONDENTS (in %age)
Airtel
35
Vodafone
28
BSNL
25
Spice/Idea
12
FIGURE 1:- Figure 1 showing percentage of respondents subscribed with different
Mobile Service Providers.
FIGURE 1
INTERPRETATION:- From the data collected, we came to know that 35% respondents
are subscribed with Airtel,28%respondents are subscribed with Vodafone,25% and
12%are associated with BSNL and Spice/Idea respectively. From this data, it is clear
thatmore respondents are associated with Airtel.

2.Sources of information which makes customers aware about their mobile service
provider.
Respondents were asked about the sources of information from where they got aware
about the companies, results gathered are mentioned below

TABLE 2:- Table 2 showing the sources from where the customers got acquainted with
these companies.
FIGURE 2:- Figure 2 showing the sources from where the customers got acquainted
with these companies.
6%
25%
3%
7%
43%
12%
4%
News Paper
T.V.
Magazines
Internet
Friends
Mobile Phone Retailer
Other
FIGURE 2
INTERPRETATION:- From the data collected, we find that 43% become aware about
their mobile service provider from their friends, 25% gets information from T.V.,
12%from Mobile phone retailers,6%, 7% from newspapers and Internet respectively and
fewget it from hoardings or other sources. It is the word of mouth of friends that make
awaremost of the customers about their mobile service provider.
3.Usage the current mobile phone services
Respondents were asked about how many years they have been using the current
mobile
phone services, results gathered are mentioned below:
TABLE 3:- Table 3 showing the No. of years the respondents have been using the
current mobile phone services
PARTICULARS
NO. OF RESPONDENTS (in %age)
1 year
20
2 years
25
3 years
11
More than 3 years
44
FIGURE 3:- Figure 3 showing the No. of years the respondents have been using the
current mobile phone services
FIGURE 3
INTERPRETATION:- Out of 100 respondents, 44% respondents have been using their
current mobile services for more than 3 years, 25% are using their services since 2
yearsand 20% & 11% are using their services since 1 year & 3 years respectively. This
clearsthat customers are not most interested to switch their current mobile service
provider.
4.Different Mobile Service Providers used by Customers in the past
Respondents were asked about how many different mobile phone service providers
have
you had in the past. The information collected is given below:
TABLE 4:- This table 4 shows the no. of respondents with their past experience with
their mobile service providers.
PARTICULARS
NO. OF RESPONDENTS (in %age)
None
16
1
35
2
20
3
29
FIGURE 4:- This figure 4 shows the no. of respondents with their past experience with
their mobile service providers
16%
35%
20%
29%
None
123
FIGURE 4
INTERPRETATION:- From the data collected, we came to know that 35% respondents
having just 1 mobile service provider in the past, 29% having 3 mobile service
providers,20% having 2 mobile service providers in the past and 16% don’t have any
mobileservice providers in the past. From this data it is clear that more respondents
have beenusing the mobile service providers in the past.
5.Preference of customers in mode of subscription.

Respondents were asked about whether they are postpaid customer or prepaid, results
gathered are shown below:
TABLE 5:- Table 5 showing percentage of prepaid and postpaid customers.
RESPONSE
NO. OF RESPONDENTS (in %age)
Prepaid
81
Postpaid
19
FIGURE 5:- Figure 5 showing percentage of prepaid and postpaid customers
FIGURE 5
INTERPRETATION: From the information collected it is clear that 81% youth are
PREPAID customers and 19% are POSTPAID customers. More Youth believe in
prepaid
connections.
6.Switching Habits of Customers
Respondents were asked if they are permitted to retain the current mobile phone
number
that they have, then they would change their current mobile service provider
TABLE 6:- This table 6 showing whether respondents are satisfying or not when they
were asked if they are permitted to retain the current mobile phone number that they
have, then they would change their current mobile service provider
RESPONSE
NO. OF RESPONDENTS (in %age)
Yes
33
No
67
FIGURE 6: This figure 6 showing whether respondents are satisfying or not when they
were asked if they are permitted to retain the current mobile phone number that they
have, then they would change their current mobile service provider
Yes
33%
No
67%FIGURE 6
INTERPRETATION: Out of 100 respondents 67% are not satisfying to change their
current mobile service provider even if they are permitted to retain the current
mobilephone no.. Only 33 % are satisfied to change their current mobile service
provider whenthey are permitted to retain the current mobile phone no.
7.Selection of Brand

TABLE 7:- This table 7 shows the brand of different mobile service providers which are
to be preferred when the respondents are satisfied to change their current mobile
service
provider when they are permitted to retain the current mobile phone no.
PARTICULARS
NO. OF RESPONDENTS (in %age)
Airtel
17
Vodafone
9
BSNL
5
Spice/Idea
2
FIGURE 7:- This figure 7 shows the brand of different mobile service providers which
are to be preferred when the respondents are satisfied to change their current mobile
service provider when they are permitted to retain the current mobile phone no.
52%
27%
15%
6%
Airtel
Vodafone
BSNL
Spice/Idea
FIGURE 7
INTERPRETATION:- 52% respondents prefer to adopt Airtel when they are satisfied to
change their current mobile service provider when they are permitted to retain the
currentmobile phone no., 27% respondents prefer to adopt Vodafone and 15% &
6%respondents rated their preference to BSNL and Spice/Idea respectively.
8.Usage of Mobile Services for anything beyond making calls and text messaging.
Respondents were asked whether they used their mobile services for anything beyond
making calls and text messaging. The data collected is:

TABLE 8:- This table 8 showing the usage of mobile services for anything beyond
making calls and text messaging.
RESPONSE
NO. OF RESPONDENTS (in %age)
Yes
43
No
57
FIGURE 8:- This figure 8 showing the usage of mobile services for anything beyond
making calls and text messaging
FIGURE 8
INTERPRETATION:- When respondents were asked whether they used their mobile
services for anything beyond making calls and text messaging then we came to know
that57% repondents just use their mobile services for making calls and text messaging
but43% respondents use these mobile services for making calls and text messagings as
wellas for accessing GPRS on their mobile phones.
9.Importance of various factors in a mobile service provider.
Respondents were asked to rank the importance of various factors on a 5 point scale in
a
mobile service provider. The rank given by them are:

TABLE 9:- This table 9 showing Importance of various factors in a mobile service
provider.
RATING
FACTORS
Very Poor
Poor
Average
Good
Excellent
Price
5#
7
33
43
12
Quality of service
(connectivity)
3
3
24
51
19
Varieties of products
offered
4
7
25
50
14
Availability in different
states (roaming)
3
7
27
43
20
# represents percentage of respondents
FIGURE 9:- This figure 9 showing Importance of various factors in a mobile service
provider

INTERPRETATION: - Out of 100 respondents, we came to know that more customers

i.e. 43% wish the price of their mobile service provider should be good, 51%
customerswant good quality of service in terms of connectivity.50% customers want
good varietiesof products that should be offered by mobile service provider and 43%
customers wantgood availability of their mobile service provider in different states that
could providegood roaming facility to them.
10. Importance of price in different brands.
The data collected is given below
TABLE 10:- This table 10 shows the importance of price on a 5 point scale in different
brands.
RATING
BRANDS
Very Poor
Poor
Average
Good
Excellent
Airtel
5#
6
33
37
19
Vodafone
3
7
30
47
13
BSNL
5
16
27
32
20
Spice/Idea
5
16
37
31
11
# represents %age of respondents
FIGURE 10:- This figure 10 shows the importance of price on a 5 point scale in different
brands.
FIGURE 10
INTERPRETATION:- From the data collected, it is to be seen that 37% respondents
rate Airtel as a good brand in terms of price, they also rate 47% & 32% to Vodafone and
BSNL respectively but 37% of respondents’ rate to Spice/Idea

11. Importance of quality of service in different brands.

The data collected is given below:
TABLE 11:- This table 11 is showing the importance of quality of service on a 5 point
scale in different brands.
RATING
BRANDS
Very Poor
Poor
Average
Good
Excellent
Airtel
0#
3
6
42
49
Vodafone
0
5
28
53
14
BSNL
16
20
37
23
4
Spice/Idea
8
13
41
27
11
# represents %age of respondents
FIGURE 11:- This figure 11 shows the importance of quality of service on a 5 point
scale in different brands.
FIGURE 11
INTERPRETATION: - From the data collected, it is clear that more respondents i.e.
49% rate Airtel as an Excellent brand in terms of quality of service provided by
Airtel,53% respondents rate Vodafone as a Good brand in terms of quality of service
providedby Vodafone, 37% & 41% respondents rate BSNL & Spice/Idea as an Average
brand in
erms of quality of service provide by BSNL & Spice/Idea respectively. From this data,we
came to know the preference of respondents to the Vodafone for the quality of
serviceprovided by Vodafone.
12. Importance of Availability in different states of different brands.
The data collected is given below:
TABLE 12:- This table 12 shows the Availability in different states on a 5 point scale in
different brands.
RATING
BRANDS
Very Poor
Poor
Average
Good
Excellent
Airtel
0#
0
17
37
46
Vodafone
0
0
23
57
20
BSNL
5
9
29
37
20
Spice/Idea
7
17
29
40
7
# represents %age of respondents
FIGURE 12:- This figure 12 shows the Availability in different states on a 5 point scale
in different brands.

INTERPRETATION:- From collected data, we came to know that 46% people rate
Airtel as Excellent in terms of availability in different states, 57%, 37% & 47%
peoplerate Good to Vodafone, BSNL and Spice/Idea respectively in terms of availability
indifferent states. From this we can observe that more respondents are satisfied with
theservices provided by Airtel in terms of availability in different states.
13.Rank wise perception of various factors of different companies by all the
respondents.
Respondents were asked about their perception of factors which influence them to
associate with each company, results gathered are mentioned below:
TABLE 13:- Table 13 showing perception of various factors of different companies by
all the respondents

Rank given
by
Respondents
Airtel
Vodafone
BSNL
Spice/Idea
Network
1
75#
13
8
7
2
16
57
14
14
3
5
23
22
39
4
4
7
56
40
Call Cost
1
17
24
50
17
2
19
41
23
20
3
29
21
17
33
4
35
14
10
30
Customer
Care
1
39
31
18
9
2
31
33
19
19
3
17
27
20
47
4
13
9
43
25
Dealers
1
57
19
11
5
2
27
47
22
10
3
7
27
28
37
4
9
7
39
48
# represents percentage of respondents
INTERPRETATION: - From the data collected, it is clear that 75 percentage of
respondents rank 1 to Airtel in terms of the Network provided by it, 50 percentage
ofrespondents rank 1 to BSNL in terms of Call Cost, Customer Care service of
Spice/Ideais better from its competitors as it is shown from the data collected and there
are toomany Dealers for Airtel in compare to others as it is clear from collected data.
FINDINGS
•

Few years back mobile connections were not common among the students. Butwith the

mobile revolution now we can find almost every student with mobilephone.
•
Most of the students prefer prepaid connections than postpaid connections.
Most preferredcellular company amongst the students is Airtel and the least
preferred company is Spice/Idea.
•
Friends and T.V. are the best media advertisements that put more impact on the
students buying decisions.
•
Maximum respondents were using their current mobile service providers for more
than 3 years.
•
Majority of customers don’t want to change their current mobile service providereven if

they are permitted to retain the current mobile phone number that they had.
•
Mostly the students are satisfied with the services provided by the different
cellular companies.
•
Mostly the Youth don’t use their mobile services beyond making calls and text
messages.
•

Majority of customers do associate with BSNL due to its comparatively low costand free

calls. Airtel attract customers due to its wide network and more Dealers.Vodafone due

to its network, call cost and customer care service. Spice/Idea dueto its network and

customer care.

CONCLUSION

Telecom sector is booming sector. Its market is quite competitive in Punjab with so

manycompanies venturing here. Most of the customers are associated with BSNL due

to itscomparatively low call cost and roaming charges. Airtel has lost its market share

due toits high call cost. Vodafone is gaining market share due to its low call cost with

goodnetwork. Spice/Idea seems to be on the threshold of loosing almost

everything.Portability of number is the demand of customers from companies’ side.

Due to the ever burgeoning telecom market, these service providers have started
offering
competitive rates for long distance calls, competitive rate plans and great discounts.
Due to the growing need for mobile phones, it’s no wonder that service providers are
going all out to capture, as much market space as they can.
As the number of mobile phone users are estimated to rise to about 120 million by

2008,it’s not surprising that most of the leading service providers in India have

startedbranding and marketing their services more aggressively.

India’s telecommunication sector has been touted as one of the most lucrative markets
for
mobile service providers and also for global mobile companies.
SUGGESTIONS
 Mobile service providers should provide the facility of portability of number.
 Mobile service providers should provide the web access at cheaper cost

elecom market is quite competitive so mobile service providers should provide

the services at cheaper cost.

 Mobile service providers should focus on providing better network coverage
Especially BSNL.
 Mobile service providers should also start providing 3G technology in Rural as
well as Urban areas.
 Mobile service providers should provide various schemes for their existing
customers.
 Tariff plan for STD and ISD calls should be reduced.
BIBLIOGRAPHY
BOOKS REFERRED
: 1) Who is your current mobile phone service provider?
o Airtel
o  Vo d af o n e
o  BSN L
o  Sp ice/I d ea

Q: 2) Which of the following information source/s have you used for the purchase of
mobile
service?
o  News paper
o  T. V.
o  M ag azin es
o  In tern et
o  Fr ien d s
o  Mobile phone retailer
o  Oth er__________________

Q: 3) How many years have you been using the current mobile phone services?
o  1 year
o  2 years
o  3 years
o  More than 3 years

Q: 4) How many different mobile phone service providers have you had in the past?
o 1
o 2
o 3
o None

Q: 5) Do you have a postpaid or a prepaid relationship?

o  Pr ep aid
o  Po stp aid

Q: 6) If you are permitted to retain the current mobile phone number that you have,
would you change your current mobile phone service provider?
o  Ye s
o  No

Q: 7) If so, which brand would you select? (Select only one)
o  A ir tel
o  Vod a f o n e
o  BSNL
o Spice/Idea
Q: 8) Do you use your Mobile Service for anything beyond making calls and text
messaging?

Yes, Please Specify______________________

No
Q: 9) Rate the importance of following factors on 5 point scale in a mobile service
provider.
Very Poor Poor
Average
Good
Excellent
Price
Quality
of
service
(connectivity)
Varieties
of
products
offered
Availability in different
states (roaming)
Q: 10) Rate the importance of price on a 5 point scale in the following brands.
Very Poor Poor
Average
Good
Excellent
Airtel
Vodafone
BSNL
Spice/Idea
Q: 11) Rate the importance of quality of service on a 5 point scale for the following
brands.
Very Poor Poor
Average
Good
Excellent
Airtel
Vodafone

BSNL
Spice/Idea
Q: 12) Rate the importance of availability in different states on a 5 point scale for the
following brands.
Very Poor Poor
Average
Good
Excellent
Airtel
Vodafone
BSNL
Spice/Idea
Q: 13) Rank the following factors(from 1-4)according to your Perception for a particular
factor 1 for most preferred and 4 for least preferred?
Airtel
Vodafone
BSNL
Spice/Idea
Network




Call Cost




Customer Care




Dealers




PERSONAL INFORMATION
Name:_______________________
Gender:o Male  o
Female
Address:______________________
_______________________
_
Contact No._________________