Chetana’s Institute of Management & Research

Bandra (East), Mumbai

An Empirical study on Understanding Consumer

Behaviour towards services of Bharti Airtel Limited
specifically to mobility segment

Industry Oriented Project

Submitted in partial fulfilment of the requirements for

Post Graduate Diploma in Management

Academic Year: 2020-2021

Submitted By
Name: Harshita Maloo
Roll No.: 30
PGDM Batch: 2019-2021
 Declaration

I hereby declare that this project report titled ‘An empirical study on understanding consumer
behaviour towards services of Bharti Airtel Limited specifically to mobility segment’
submitted in partial fulfilment of the requirement of Post Graduate Diploma in Management
to Chetana’s Institute of Management and Research, is my original work and not submitted
for award of any degree or diploma fellowship or for similar title or prize. References of
work and related sources of information have been duly acknowledged in the report.

The project has been carried out under the guidance of Professor Rajiv Gatne

I further declare that I have no objection and grant the rights to Chetana’s Institute of
Management and Research to publish any chapter/project or use it for future reference if they
deem fit.

Place : Mumbai

Date : 25 April, 2021

Name : Harshita Maloo

Division : M2

Roll No. : 30

Digital Signature : __
 Certificate

This is to certify that the project titled ‘An empirical study on understanding consumer
behaviour towards services of Bharti Airtel Limited specifically to mobility segment’
submitted by Harshita Maloo to Chetana’s Institute of Management & Research in partial
fulfillment of the requirement of Master of Management Studies, has been done under the
guidance of the undersigned during the period December 2020 to April 2021.

Date: April 25,2021

Place: Mumbai

Dr. Madhumita Patil Faculty Guide

I/C Director Dr Rajiv Gatne

 ACKNOWLEDGEMENT

It is a genuine pleasure to express my deep sense of thanks and gratitude to my mentor and
guide Dr.Rajiv Gatne for the guidance that he had given throughout the project. His
dedication and keen interest above all his overwhelming attitude to help me had been widely
and mainly responsible for completing my project work.

I owe a deep sense of gratitude to Mr.Vinod Hulla and Miss Sneha Manohar ,franchise of
Kharghar and Ulwe Airtel Express outlet who helped me to get access to customer and
company and with their fond knowledge about Airtel and excellent customer handling skills
helps me to learn and analyse every single aspect of mobility segment and customer services
of Airtel .Their prompt inspirations, timely suggestions and kindness, enthusiasm and
dynamism have enabled me to complete my project. I thank profusely all the respondents for
their kind help and co-operative throughout my study period and in the end. I would like to
express my sincere gratitude towards my institute “Chetana’s Institute of Management &
Research” because of which I could get this opportunity.

Signature of the Student

Harshita Maloo
 Table of content

Chapters Particulars Page no

Chapter 1 Executive summary 6

1.1 Introduction to the Industry 7-11

1.2 Introduction to the Company 12-23

1.3 Corporate Governance 24-30

1.4 CSR 31-34

Chapter 2 Project /Details

2.1 Objective of the project 35

2.2 Research Methodology 36-37

CHAPTER 3 ANALYSIS & FINDINGS

3.1 Findings from questionnaire 38-48

CHAPTER 4 CONCLUSION & RECOMMENDATION

Conclusion & Recommendation 49-50

Limitations 51

Learnings and Challenges 52

ANNEXURES Bibliography 53

Questionnaire 54-58

Turnition Report 59
 Executive Summary

This research paper tries to understand consumer behaviour of Bharti Airtel Limited mobility
segment and to find those factors which increase customer satisfaction for a particular
operator in telecom sector.This research basically tries to highlight the factor where telecom
companies must focus and Airtel must focus to improve customer satisfaction.
This paper also tries to understand the dissatisfaction reasons of customer from Airtel and
what is customer point of view for Airtel services.
Churn or port out is big issue in maximum telecom operator.I had taken feedback of 106
respondents of different demographic profile and come to a conclusion after analysing that
network and price is big factor in accordance to customer where they must focus so as to earn
customer for life.
I had visited Airtel outlet to interact customer who had used Airtel in past or currently using
to analyse my objective from target audience.Here questionnaire is created for sampling
purpose with simple random sampling used .Quantitative reasearch is conducted to analyse
the factors.
Telecom industry is one of the fastest and growing industry under information sector which
help users by creating calling, data, internet and dth services which helps world to grow more
and becomes more technology oriented. Today,India is world’s second largest
telecommunication market with total base of one.16 billion and conjointly registered
increasing growth in previous years. Airtel is India's biggest coordinated telecom supplier and
the second biggest portable administrator in Africa.They offers different services to satisfy
their customer.
It is observed through research that maximum salaried people is actually using postpaid
connections.We had also inspected important factor that people consider while selecting
network and services.Through research we get the idea that people consider network, price
and customer service as an important factor while selecting network.
Many people actually prefer to take and consider Airtel as a primary operator because of
network availability and normal phones actually has Airtel card in maximum cases.
Customer service is important USP for brand.Maximum respondents who are using Airtel are
satisfied with the services because of all the factor.Maximum people believes that Airtel is
known for their advertisement and promotion.We can easily get airtel ads and promotion
online as well as offline.
Introduction To Telecommunication Industry

Telecom industry is one of the fastest and growing industry under information sector which
help users by creating calling, data, internet and dth services which helps world to grow more
and becomes more technology oriented

Previously and today also telecom industry is more of calling but data , text messages and
photot sharing today is more important and revenue generator for telecom sector. High speed
internet and data sharing to use big systems and computers are efficient usage of telecom
sector.
Today,India is world’s second largest telecommunication market with total base of one.16
billion and conjointly registered increasing growth in previous years. The Indian mobile
economy is growing apace and can contribute considerably to India’s Gross Domestic
Product (GDP) consistent with a report ready by GSM Association (GSMA) together with
state capital Consulting cluster (BCG). In 2019, Bharat surpassed the America to become the
second largest market in terms of variety of app downloads.

The democratic policies of the govt. of Bharat are economical and profitable together with
sturdy client demand in Indian telecommunication market. Government conjointly launched
varied steps to form communication system simply out there and a good and proactive
restrictive framework, that creates everything out there for client at cheap costs. The
liberation of Foreign Direct Investment (FDI) norms have created the world one amongst the
quickest growing and therefore the prime 5 employment chance generator within the country.
Market Size

India ranks because the world’s second largest market in terms of total web users. the
quantity of web subscribers within the country enlarged at a CAGR of twenty one.36% from
FY16 to FY20 to achieve 743.19 million in FY20. Total wireless knowledge usage in Asian
country grew eleven.01% quarterly to achieve twenty five,369,679 TB in Q1FY21.

India is additionally the world’s second-largest telecommunications market. the full

subscriber base within the country stood at one,168.66 million with a tele-density of eighty
six.22%, as of September thirty, 2020.

Gross revenue of the medium sector stood at Rs. 66,858 large integer (US$ nine.09 billion)
within the half-moon of FY21.

In coming back five years, with increasing use of mobile knowledge and a lot of phone,we
area unit getting to add approx five hundred million new web users in Asian country, that
truly focuses on making a lot of employement and business opportunities in Indian market.

Investment/Major Development

As subscriber base increases ,it also focuses on increasing business opportunities and India is
majorly trying to use the opportunities and invest heavily. FDI inflow into the telecom sector
during April 2000 – September 2020 totalled US$ 37.27 billion according to the data released
by Department for Promotion of Industry and Internal Trade (DPIIT).

Some of the developments in the recent past are:

In December 2020, BSNL, in partnership with Skylotech India, announced a breakthrough in

satellite-based NB-IoT (Narrowband-Internet of Things) for fishermen, farmers, construction,
mining and logistics enterprises.
In the first quarter of FY21, customer spending on telecom services increased 16.6% y-o-y,
with over three-fourths spent on data services. This spike in consumer spending came despite
of the COVID-19 disruption and lack of access of offline recharges for a few weeks.
On November 24, 2020, Google paid Rs. 33,737 (US$ 4.5 billion) for a 7.73% stake in
Reliance Industries Ltd.’s (RIL) digital subsidiary—Jio Platforms Ltd.
In September 2020, Reliance Jio partnered with 22 foreign airlines for inflight internet
connectivity with plans starting at Rs. 499 (US$ 6.76) per day.
In September 2020, Airtel and Radware partnered to offer cloud security services to
businesses in India.
Airtel launched a new ad campaign, ‘Sab Kuch Try Karo, Fir Sahi Chuno’, and rolled out a
new campaign 'Open to Questions', highlighting its aim to resolve every single customer
query, learn quickly from failures and ensure these are not repeated.
India had over 500 million active internet users (accessed Internet in the last one month) as of
May 2020.
In June 2020, Jio Platforms Ltd. sold 22.38% stake worth Rs 1.04 trillion (US$ 14.75 billion)
to ten global investors in a span of eight weeks under separate deals, involving Facebook,
Silver Lake, Vista, General Atlantic, Mubadala, Abu Dhabi Investment Authority (ADIA),
TPG Capital and L. Catterton. This is the largest continuous fundraise by any company in the
world.
In April 2020, Vodafone Group Plc infused Rs 1,530 crore (US$ 217.05 million) in Vodafone
Idea as accelerated payment to help the company manage its operations.
As of January 2020, more than 542 banks were permitted to provide mobile banking services
in India.

Government Initiatives

The Public authority has optimized changes in the telecom area and keeps on being proactive
in giving space to development for telecom organizations. A portion of the key activities
taken by the Public authority are as per the following:

In December 2020, the Association Bureau, led by the Executive, Mr. Narendra Modi,
endorsed a proposition by Branch of Broadcast communications for setting up of Public Wi-
Fi Organizations by Open Information Office Aggregators (PDOAs) to give public Wi-Fi
administrations through Open Information Workplaces (PDOs).

In December 2020, the Association Bureau, led by the Leader, Mr. Narendra Modi, affirmed
the arrangement of submarine optical fiber link network between Terrain (Kochi) and
Lakshadweep Islands (KLI Undertaking).

On November 4, 2020, The Association Bureau, led by the Leader, Mr. Narendra Modi,
affirmed to sign a Notice of Comprehension (MoU) between the Service of Correspondence
and Data Innovation and the Division of Computerized, Culture, Media and Sports (DCMS)
of Joined Realm Government on participation in the field of media communications/data and
correspondence advances (ICTs).

On September 21, 2020, Executive, Mr. Narendra Modi dispatched a task to interface every
one of the 45,945 towns in Bihar with optical fiber web access. This venture will be finished
by Walk 31, 2021 at an expense of Rs. ~1,000 crore (US$ 135.97 million); Rs. 640 crore
(US$ 87.01 million) of capital consumption will be financed by Branch of Media
communications.

In Walk 2020, the public authority affirmed the Creation Motivator Plan (PLI) for Huge
scope Gadgets Assembling. The plan proposes creation connected impetus to help
homegrown assembling and pull in huge interests in cell phone producing and determined
electronic segments including Gathering, Testing, Checking and Bundling (ATMP) units.

In January 2020, Legislature of India permitted 100% FDI in Bharti Airtel.

The Public authority of India intended to carry out another Public Telecom Strategy 2018 in
lieu of quick innovative headway in the area in the course of recent years. The arrangement
proposed to pull in speculations worth US$ 100 billion in the area by 2022.

The Branch of Data Innovation means to set up more than 1 million web empowered regular
help habitats across India according to the Public e-Administration Plan.

FDI cap in the telecom area has been expanded to 100% from 74%; out of 100%, 49% will be
done through the programmed course and the rest will be done through the FIPB endorsement
course.

FDI of up to 100% is allowed for foundation suppliers offering dim fiber, electronic mail and
phone message.

The Public authority of India has presented Computerized India program under which every
one of the areas like medical services, retail, and so on will be associated through web.

Achievements

Following are the accomplishments of the Public authority in the previous four years:
Branch of Telecom dispatched 'Tarang Sanchar' - a web-based interface sharing data on
versatile pinnacles and EMF Emanation Compliances.

Installments on bound together installments interface (UPI) hit an unsurpassed high of 2.2
billion as far as volume with exchanges worth ~Rs. 3.90 lakh crore (US$ 53.14 billion) in
November 2020.

More than 75% increment in web inclusion from 251 million clients to 446 million.

Road Ahead

Income from the telecom gear area is relied upon to develop to US$ 26.38 billion by 2020.
The quantity of web supporters in the nation is relied upon to twofold by 2021 to 829 million
and in general IP traffic is required to grow four-overlap at a CAGR of 30% by 2021. The
Indian Government is wanting to create 100 shrewd city ventures, and IoT will assume an
imperative part in building up these urban communities. The Public Advanced Interchanges
Strategy 2018 imagined pulling in venture worth US$ 100 billion in the media
communications area by 2022. Application downloads in India is required to increment to
18.11 billion in 2018F and 37.21 billion in 2022F.
Bharti Airtel Limited

Airtel is worldwide telecom administrator which is operational in 18 nations including Africa

and Asia.Their settle is in Gurugram, India. Airtel positions as top third administrator across
world and this portable organization is utilized by two billion individuals in world. Airtel is
India's biggest coordinated telecom supplier and the second biggest portable administrator in
Africa. Toward the finish of September 2020, Airtel had approx. 440 mn clients across its
activities.

Airtel offers different items under its administrations like 4G Information and , Airtel
Xstream Fiber that guarantees speeds upto 1Gbps, Computerized arrangements with Airtel
Xstream 4K Crossover Box, advanced installments through Airtel Installments Bank just as a
coordinated set-up of administrations across availability, joint effort, cloud and security that
serves more than 1,000,000 organizations.

Airtel's OTT administrations incorporate Airtel Thanks application for self-care, Airtel
Xstream application for video, Wynk Music for amusement and Airtel BlueJeans for video
conferencing. Furthermore, Airtel has fashioned vital organizations with many organizations
across the world to empower the Airtel stage to convey a variety of buyer and undertaking
administrations.

Established in July 07,1995 is as of now a public restricted company.Currently settle situated

in Gurugram.

In 1984, Sunil Mittal began collecting press button telephones in India, which he prior used
to import from a Taiwan organization, Kingtel, supplanting the antiquated, massive turning
telephones that were being used in the country then..He named his first press button
telephones as 'Mitbrau'.

In 1992, he effectively bid for one of the four cell phone network licenses unloaded in
India.One of the conditions for the Delhi cell permit was that the bidder have some insight as
a telecom administrator. In this way, Mittal secured an arrangement with the French telecom
bunch Vivendi. He was one of the principal Indian business visionaries to recognize the
portable telecom business as a significant development region. His arrangements were at last
affirmed by the Public authority in 1994 and he dispatched administrations in Delhi in 1995,
when Bharti Cell Restricted (BCL) was shaped to offer cell administrations under the brand
name AirTel. Inside a couple of years Bharti turned into the principal telecom organization to
cross the 2 million portable supporter mark. Bharti additionally cut down the sexually
transmitted disease/ISD cell rates in India under brand name 'Indiaone'.

In 1999, Bharti Endeavors procured control of JT Property, and stretched out cell activities to
Karnataka and Andhra Pradesh. In 2000, Bharti obtained control of Skycell Correspondences,
in Chennai. In 2001, the organization gained control of Flavor Cell in Calcutta. Bharti
Undertakings opened up to the world in 2002, and the organization was recorded on Bombay
Stock Trade and Public Stock Trade of India. In 2003, the wireless tasks were re-marked
under the single Airtel brand. In 2004, Bharti obtained control of Hexacom and entered
Rajasthan. In 2005, Bharti stretched out its organization to Andaman and Nicobar. This
extension permitted it to offer voice benefits all over India.

Airtel dispatched "Hi Tunes", a guest ring back tone administration (CRBT), in July 2004
turning into the first administrator in Quite a while to do as such. The Airtel signature tune,
made by A.R. Rahman, was the most well known tune around there.

In May 2008, it arose that Airtel was investigating the chance of purchasing the MTN
Gathering, a South Africa-based broadcast communications organization with inclusion in 21
nations in Africa and the Center East. The Monetary Occasions revealed that Bharti was
thinking about offering US$45 billion for a 100% stake in MTN, which would be the biggest
abroad obtaining ever by an Indian firm. In any case, the two sides underline the provisional
idea of the discussions, while The Financial specialist magazine noted, "All things
considered, Bharti would wed up," as MTN has more endorsers, higher incomes and more
extensive geographic coverage.However, the discussions self-destructed as MTN Gathering
attempted to turn around the dealings by making Bharti just about an auxiliary of the new
company.In May 2009, Bharti Airtel again affirmed that it was in chats with MTN and the
organizations consented to examine the potential exchange only by 31 July 2009. Talks in the
end finished without understanding, a few sources expressing that this was because of
resistance from the South African government.

In 2009, Bharti haggled for its essential accomplice Alcatel-Bright to deal with the
organization framework for the fixed line business. Afterward, Bharti Airtel granted the
three-year agreement to Alcatel-Bright for setting up a Web Convention access network the
nation over. This would help buyers access web at quicker speed and excellent web perusing
on versatile handsets.

In 2009, Airtel dispatched its first global versatile organization in Sri Lanka. In June 2010,
Bhartil obtained the African business of Zain Telecom for $10.7 billion making it the biggest
ever securing by an Indian telecom firm.In 2012, Bharti tied up with Wal-Shop, the US retail
monster, to begin various retail locations across India.In 2014, Bharti wanted to gain Circle
Portable for ₹7 billion (US$98 million), however the arrangement was canceled later.

Vision-Vision of Bharti Airtel is to enhance the existences of our clients. Airtel fixation is to
win clients for existence with a remarkable encounter

Mission-Mission of Bharti Airtel is appetite to win client forever

Values- We plan to run after our vision, driven by our upsides of AIR - Alive,
Comprehensive and Conscious.

• Alive-Airtel is alive to the necessities of their clients. Airtel act with enthusiasm,
energy and a can-do demeanor to assist our clients with understanding their fantasies.
Advancement and an enterprising soul drive us - in the event that it isn't possible, we'll
discover a way.

• Inclusive-Airtel is for everybody - we champion variety, perceiving the broadness

and profundity of the networks we serve. We work with them, expecting, adjusting and
conveying arrangements that advance their lives. We would this by having an open care and
accepting change.
• Respectful-We carry on with similar lives as our clients, having the equivalent
delights and similar torments. We always remember that they are the reason we exist. We act
with due lowliness, consistently transparent, to accomplish common regard.

Milestones of Bharti Airtel LTD

2020 In December 2020, Airtel dispatched the client warning board with a target to make
clients equivalent partners in its item improvement venture.

In November 2020, Airtel, through its auxiliary Nxtra Information Restricted (Nxtra), marked
an update of comprehension with the Maharashtra Mechanical Improvement Partnership to
set up two new server farm grounds in the state.

In October 2020, Airtel denoted its entrance into the quickly developing cloud
correspondences market with the dispatch of Airtel level of intelligence.

Airtel dispatched another promotion crusade, 'Sab Kuch Attempt Karo, Fir Sahi Chuno' and
carried out another mission 'Open to Questions', featuring its expect to determine each and
every client inquiry, gain rapidly from disappointments and guarantee these are not rehashed

In September 2020, Airtel dispatched Airtel Xstream Fiber with speeds upto 1 Gbps, to drive
infiltration of home broadband in India.

Airtel's auxiliary, Bharti Worldwide (Singapore), purchased an extra 6.3% stake in Robi
Axiata from NTT Docomo

2019 Airtel Installments Bank dispatched Bharosa investment account in which Rs. 500
(US$ 7.15) would be the base equilibrium required. It likewise offered free mishap front of
Rs. 5 lakh (US$ 7,154)

Airtel dispatched its broadband assistance Airtel Xtream Fiber at Rs. 3,999 (US$ 57.21)

Airtel updated its 4G organization in Delhi NCR and conveyed LTE 900 innovation to
support indoor inclusion

2018 Received a 10-year permit to give inflight and sea availability and broadband
administrations from Division of Broadcast communications.

2017 Ranked among top 100 firms in 'The World's Most Creative Organizations' (2017) by
Forbes

Dispatches advanced stage to offer incorporated arrangements

2014 Surpasses 300 million clients achievement

Airtel and Apple dispatch India's first 4G on versatile

2012 Announces organization with Qualcomm for 4G

2011 Launches 3G administrations in Mumbai

2006 Changes its name from Bharti Tele-Adventures Ltd. to Bharti Airtel Ltd.

2003 AirTel supporters surpass 3 million imprint

2002 Became the first organization in Quite a while to come out with 100% book building
issue

1995 Launched cell administrations by the name 'AirTel' in Delhi Joined on July 7, 1995 as
an organization with restricted risk under the Organizations Act
Competitor of Bharti Airtel Limited

Jio
Dependence Jio Infocomm Limited,basically known as Jio telecom is driving telecom
administrator in India. It works on LTE network across 22 circles of telecom.Jio doesn't chip
away at 2G and 3G rather they give voice benefits on LTE organization to the client.

Jio delicate dispatched on 27 December 2015 with a beta for accomplices and representatives,
and turned out to be freely accessible on 5 September 2016. It is the biggest versatile
organization administrator in India and the third biggest portable organization administrator
on the planet with over 41.08 crore (410.8 million) supporters.

In September 2019, Jio dispatched a fiber to the home help, offering home broadband, TV,
and telephone utilities. As of September 2020, Dependence Businesses has raised ₹1.65 lakh
crore (US$23 billion) by selling almost 33% value stake in Jio Platforms.Jio is appropriation
of dependence bunch and headed by Mr Anil Ambani.

Vodafone-Idea(VI)

Vodafone Thought Restricted fundamentally known as VI is another significant telecom

administrator working together in India.This administrator is essentially a consolidation
between two major administrator as a joined personality which is vodafone and idea.They
offered their administrations dish India on each of the 3 range - 2G, 3G and 4G and
furthermore give VOLTE administrations.

Starting at 31 January 2021, Vi has a supporter base of 281.97 million, making it third
biggest versatile broadcast communications network in India and seventh biggest portable
media communications network on the planet.

On 31 August 2018, Vodafone India converged with Thought Cell, to shape another
substance named Vodafone Thought Restricted. Vodafone presently holds a 45.1% stake in
the joined element and Aditya Birla Gathering holds a 26% stake.

On 7 September 2020, Vodafone Thought divulged its new image character, 'Vi' which
includes the coordination of the organization's past discrete brands 'Vodafone' and 'Thought'
into one brought together brand.

Administrator of VI is Kumar Mangalam Birla and Chief is Ravinder Thakkar.

BSNL
harat Sanchar Nigam Restricted d/b/a BSNL is an Indian government run telecom
administrator and their headquarted situated in New Delhi, India. It is under the responsibility
for of Media communications, Service of Interchanges, Administration of India. It was joined
on first October 2000 by the Public authority of India. Its high ranking representative is
assigned as Administrator and Overseeing Chief who is a focal government engineer likewise
being a Gathering A Gazetted Official of the ITS unit. It gives versatile voice and internet
providers through its cross country media communications network across India. It is the
biggest wireline broadcast communications network specialist co-op in India with over half
piece of the pie and fourth biggest remote media communications administrator.

Key people • Ravi Shankar Prasad (Bureau Pastor for Interchanges)

• Pravin Kumar Purwar , ITS

MTNL

Mahanagar Phone Nigam Restricted, d/b/a MTNL, is a completely claimed auxiliary of

Bharat Sanchar Nigam Limited[1] settled in New Delhi, India. MTNL Offers types of
assistance in the metro urban areas of Mumbai and New Delhi in India and in the island
country of Mauritius in Africa. The organization had a syndication in Mumbai and New
Delhi until 1992, when the telecom area was opened to other specialist co-ops.
"Straightforwardness makes us unique" is the adage of the organization. The Bharat Sanchar
Nigam Restricted presently holds 100% stock in the company.[8] The organization's offers
are not recorded on Bombay Stock Trade, Worldwide storehouse receipts on London Stock
Trade and American safe receipts on New York Stock Exchange.[9][10] As of Walk 2020, it
has 3.35 million subscribers.[11] It is likewise a public area endeavor of Navratna status
which is given by Legislature of India to the best performing state possessed organizations.

Executive and MD of MTNL is Mr P K purwar.

Key Financial Ratios of Bharti Airtel

Social Media Presence of Bharti Airtel

Facebook-10,501,212 people follow Airtel India on facebook.Airtel actually is very active

in terms of their social media presence.They reply immediately to the queries and concerns
posted on facebook and creates engaging campaigns to attract customer.
Instagram- Airtel India has 453 k followers on instagram and is very active in terms of
campaign creation or social media engagement. They reply immediately to the queries and
concerns posted.

Twitter-

Airtel has 1.2 million followers on twitter.Airtel is very active in terms of customer
engagement and campaign creation and is also very active in terms of concern resolution.
Recent News Articles of Airtel
 Social Relevance of Airtel

Here we can see that Airtel is most noteworthy appraised for its corporate administration by
Crisil.

At Airtel,their corporate administration theory fundamentally centers around making trust

and straightforwardness for every one of the partners like customers,investors,employees
etc.Ethical standard follows via Airtel across globe.Airtel think about their partners as their
accomplices and spotlights on their prosperity regardless of the relative multitude of
difficulties and financial stoppage.

The standards and cycles of Corporate Administration mirror our obligation to reveal
opportune and precise data in regards to our monetary and operational exhibition just as our
initiative and administration structure. Throughout the long term, our partner responsibility
has improved the regard and review of our image broadly and universally. Our worldwide
height has empowered us to pull in the best ability and assets to interpret our present moment
and long haul methodologies into a practical business outline. Our Directorate ('Board')
shapes the drawn out vision and strategy way to deal with consistently hoist the nature of
administration in our association. We follow a characterized rule and a set up system of
corporate administration. The goal is to arise as a market chief in our industry, broadly and
universally with center around making more noteworthy incentive for every one of the
individuals who have a stake in our advancement straightforwardly or by implication. The
Board puts a ton of accentuation on making a worldwide ability pool, agreeable moral
strategic approaches and making every one of our activities predictable with the need to
secure the climate by following green practices and advancements. Our Board addresses an
intersection of involvement and mastery across different regions, going from worldwide
account, media transmission, general administration, authoritative administrations and
counseling. There is a reasonable division of obligations and duties among the Executive and
Overseeing Chiefs and Presidents to guarantee best corporate execution and financial worth
creation.

Governance Structure
Supporting a culture of respectability alongside superior direction and a versatile
administration style in the present powerful business climate needs a strong administration
structure. The Corporate Administration design of the Organization is multi-layered,
containing overseeing/the executives Sheets at different levels, every one of which is
interlinked in the accompanying way: At the peak level is the Directorate and different boards
of trustees, which on the whole immediate the best expectations of Corporate Administration
and straightforwardness in the Organization's working. The Board practices free judgment in
supervising the executives execution in the interest of the offer proprietors and different
partners, and thus, assumes a fundamental part in the oversight and the executives of the
Organization. The Board is led by the Administrator, who is liable for the general system
improvement, collusions, initiative turn of events, worldwide freedoms, reinforcing
administration rehearses and upgrading brand worth and Airtel's worldwide picture and
notoriety. At one level underneath the Board, vital co-appointment and bearing is given by
the Airtel Corporate Chamber (ACC). The ACC is going by the Executive and contains the
Overseeing Chief and President and select senior administration faculty as its individuals.
The key job and obligations of the ACC are given later in this report. The Overseeing Chief
and President (India and South Asia) is answerable for technique arrangement and generally
speaking business execution of India and South Asia. He is upheld by the Airtel The
executives Board (AMB). The Organization's business in India is organized into six specialty
units (Transport) for example Versatile Administrations, Homes, Airtel Business, Worldwide
Voice and Information Business, Wynk and Arising Organizations and Advanced television
Administrations. While the Portable Administrations business is going by the MD and Chief
himself, the other five organizations are going by particular Presidents. The Organization's
tasks in India are run in 22 Circles, each headed by Circle President or a Head Working
Official, each upheld by a Leader Board. The Sri Lankan activities are going by a Nation
MD, upheld by a Leader Board of trustees. The Organization's activities in Africa are guided
by the Chief (Africa) of Airtel Africa plc., an auxiliary organization. He is answerable for
technique sending and by and large business execution. He is upheld by the Africa Chief
Board (Exco). Every one of the activities in the 14 nations in Africa are going by a Nation
MD, each upheld by a Leader Board.
Code of Conduct

1.Principles on Ethics, Transparency and Accountability

Airtel accepts that monetary worth can't be supported except if it is made on an establishment
of morals and obligation. It has a solid tradition of reasonable, straightforward and moral
administration rehearses. It is the Organization's Code of Business Lead which builds up its
obligation to work with the most significant level of respectability. It traces the
Organization's normal principles of moral direct and conduct. The Set of principles stretches
out to representatives at all levels and others working with the Organization, its auxiliaries,
providers, project workers, specialist co-ops and channel accomplices. It sets down standards
against separation, hostile to cutthroat practices, insider exchanging and disallows pay-offs,
payoffs and inappropriate installments. All representatives are needed to go through a yearly
e-confirmation on the Implicit rules to recognize that they comprehend and resolve to guzzle
the standards characterized in it. As a component of its corporate administration structure and
the Set of accepted rules, the Organization has put important shields to stay away from any
irreconcilable situation. The administration is needed to affirm that they have not gone into
any material exchange that could have possible irreconcilable situation to its business. Any
episode of irreconcilable situation is brought to the notification of the board according to the
arrangements of Set of accepted rules. To work with a successful execution of its Set of
accepted rules, the Organization has an ombudsman interaction which permits representative,
project workers and sellers, to raise a complaint or objection with no dread of retaliation. A
conventional interaction is embraced to audit and research any worry and make a reasonable
move as per the Outcome The board Strategy. The occurrences of such wrongdoing are
intermittently answered to the Review Board of trustees. During 2018-19, 22 claims of
debasement and pay off were gotten and examinations were finished in 11 cases. The excess
11 cases are under different phases of examination. Claims were validated in 2 cases and
reasonable activities started, according to Result The board Strategy and their administrations
with the association was ended.

2.Principle on Product Lifecycle Sustainability

It is out steady undertaking to guarantee wellbeing and ideal asset utilization of every one of
our items across their whole life cycle from plan to removal. Airtel is proactively adding to
economical improvement through estimation and decrease of its natural impression across the
worth chain, including business activities, production network and conveyance of
administrations. The Organization is utilizing its current administrations, for example,
Versatile DTH, Installments Bank, Fixed line and Broadband and Endeavor answers for give
fundamental life administrations. It is helping upgrade monetary incorporation, wellbeing and
instruction alongside bringing issues to light around farming. Airtel tirelessly attempts to
offer some incentive across its worth chain to limit natural aftermath. Airtel made some
critical strides like advancing decreased energy utilization, limiting waste and zeroing in on
creating imaginative answers for guarantee natural steadiness. The Organization has formed
and executed obtainment rules to affirm wellbeing and asset improvement. Also, it holds fast
to standard practices and systems for garbage removal as per guidelines. Airtel gives essential
significance to local area wellbeing and security. The Organization recognizes the developing
worry over the openness to electromagnetic fields (EMF) and keeps up complete
straightforwardness in its position. It likewise shares refreshed and broad examination put
together data with respect to this matter with its representatives, accomplices, clients and the
local area, on the loose. The Organization's current practices consent to the applicable rules
gave by the Branch of Telecom (Dab), Administration of India (GoI). As per the Dab rules,
the Organization's operational destinations are dependent upon arbitrary determination and
review by the Dab's Telecom Implementation Asset and Observing (TERM) Cells. In FY
2018-19, more than 42706 base stations were examined on an example premise by TRAI and
every one of them were discovered to be agreeable with emanation standards. The
Organization in association with the Cell Administrators Relationship of India (COAI)
conducts different projects, workshops, classes and partner. Such activities are taken to
fabricate mindfulness about the issue. Airtel proclaimed 'Battle on Squander' as one of its
business needs. This activity plans to improve the Organization's working effectiveness by
dispensing with squander. Airtel is attempted steady measures to improve assets and diminish
squander age in its activities. More subtleties on squander the board can be found in Normal
Capital Segment of the Incorporated report. The most generous waste produced from Airtel is
e-squander, attributable to its inclination of business. The Organization has embraced a
zeroed in approach on e-squander the board. It has put forth critical attempts to diminish
natural effect of its activities, by limiting waste and guaranteeing legitimate removal and
reusing. Airtel has likewise executed different mindfulness systems to decrease squander by
advancing expanded utilization of organization and IT based hardware. The Organization
sticks to the Public authority of India's (GoI) rules to reuse squander at the source. In FY 18-
19, around 4,168.25 huge loads of e-squander created from IT and organization framework
was reused through approved reusing accomplices. Airtel use its assorted stages to convey
administrations to its wide client base. In this way, it doesn't anily affect sourcing, creation or
circulation. The Organization likewise guarantees that there is no expansive put together
contact with respect to energy and water because of utilization of its administrations. The
Organization is firmly dedicated to building a responsive and maintainable worth chain.

3.Principle on Human Rights

Regarding basic liberties of partners across our worth chain is one of our center needs, which
starts through mindful activity at our own tasks. We likewise guarantee that our business
exercises don't antagonistically affect any of our outer partners like our providers,
accomplices, clients and the more extensive local area.
Our obligation to common liberties is built up through our Implicit rules (COC), just as
guided by U.N. Widespread Statement of Common liberties and Global Work Association's
announcement on Basic Standards and Rights at Work. While these give the rules to mindful
business lead at a worldwide level, our approaches are molded and altered by neighborhood
guidelines. Our Basic liberties strategy is relevant to all workers across the association, while
the implicit rules for business partners and seller consistence strategy subtleties the
necessities for accomplices and providers to maintain and regard basic freedoms. Consistence
to the Code, the significant work laws and common freedoms guidelines relevant in their
geologies of activity is a significant piece of partner with Airtel. We have set up advisory
groups/cycles, for example, the Ombudsman interaction, Avoidance of Lewd behavior Panel,
Review/Hazard boards of trustees to survey advance and figure methodologies to deliver
material issues relating to consistence, wellbeing and a provocation free work environment.
We continually keep our representatives educated about these cycles to give them a medium
to report any complaints.

4.Principle on Stakeholder Engagement

Regarding basic liberties of partners across our worth chain is one of our center needs, which
starts through mindful activity at our own tasks. We likewise guarantee that our business
exercises don't antagonistically affect any of our outer partners like our providers,
accomplices, clients and the more extensive local area.

Our obligation to common liberties is built up through our Implicit rules (COC), just as
guided by U.N. Widespread Statement of Common liberties and Global Work Association's
announcement on Basic Standards and Rights at Work. While these give the rules to mindful
business lead at a worldwide level, our approaches are molded and altered by neighborhood
guidelines. Our Basic liberties strategy is relevant to all workers across the association, while
the implicit rules for business partners and seller consistence strategy subtleties the
necessities for accomplices and providers to maintain and regard basic freedoms. Consistence
to the Code, the significant work laws and common freedoms guidelines relevant in their
geologies of activity is a significant piece of partner with Airtel. We have set up advisory
groups/cycles, for example, the Ombudsman interaction, Avoidance of Lewd behavior Panel,
Review/Hazard boards of trustees to survey advance and figure methodologies to deliver
material issues relating to consistence, wellbeing and a provocation free work environment.
We continually keep our representatives educated about these cycles to give them a medium
to report any complaints.

5.Protection of the Environment

In spite of being a help industry, Airtel is aware of the effect of its procedure on the climate.
Telecom industry's carbon impression is probably going to increment as creating markets
keep on developing, network traffic increments, and organizations move towards 5G. Airtel
is taking preemptive endeavors to address this through a wide scope of activities pointed
toward expanding the use of sustainable power sources and advancing energy utilization to
have the option to move towards cleaner tasks and energy proficient organizations. Airtel is
resolved to work and give items and administrations in an ecologically capable and practical
way. The Wellbeing, Security and Climate (HSE) strategy determines its methodology
towards insurance of the climate; and is relevant for all representatives of the Organization
and its auxiliaries During the detailing year, Airtel has attempted different activities towards
sending of sustainable power arrangements in network towers, establishment of roof sunlight
based boards at Fundamental Exchanging Focuses (MSCs) and hostage environmentally
friendly power energy age through sun oriented/wind energy. The Organization has likewise
gone into Open Access contracts for wheeling green wellsprings of force, which is further
assisting us with lessening our emanations.

Notwithstanding, its most noteworthy commitment to lessening and adjusting to

environmental change without a doubt comes from expanded digitalisation, upheld by a
sustainable organization and arrangements that are now reacting to ecological difficulties. Its
administrations empower clients to diminish their carbon impression and increment the
strength of the networks wherein it works. For example, its IoT and B2B administrations
intended to improve its clients' versatility and energy proficiency; and its cloud and video-
conferencing administrations, forestall ozone depleting substance outflows through decrease
of fuel utilization. Its energy effective server farms, through facilitating IT applications for
different gatherings, are additionally empowering them to essentially keep away from their
fossil fuel byproducts. Airtel has proclaimed a conflict on squander and is finding a way solid
ways to decrease asset utilization and progress to more economical creation through measures
like reusing of paper and E-squander, presentation of E-charges, reclaim and renovating of
DTH set top boxes and pinnacle sharing to save assets like steel, concrete, solid, zinc and
land. The discharges or squanders produced by the Organization during the detailing year are
inside as far as possible given by Focal Contamination Control Board (CPCB) and State
Contamination Control Sheets (SPCBs). As on Walk 31, 2019, there were no
notification/cases got by the association from contamination control sheets.
 CSR Initiatives By Airtel

Bharti Airtel restricted make a point to help country and its resident in novel and aiding way.
As the computerized scene is quick extending universally and contacting lives in an
unexpected way, we are adjusting our manageability system to our advancements in the
computerized circle.

Our maintainability system rotates around two key goals:

A) People group prosperity and strengthening through different activities and advancement;

B) Climate security through green activities and prudent asset the executives.

From little yet huge endeavors to huge scope local area and natural activities, our goal is
reliable. To guarantee a superior personal satisfaction for all and accomplice the worldwide
development to battle natural perils and environmental change.
1.Primary Education

Through Bharti Establishment, Airtel is zeroing in on giving essential eduction to

children of villages.This establishment try to give training to under priviledged kids
explicitly to young lady child.Not just books yet establishment try to build up schools,
delegate educators, books and even lunch to the individuals who are out of luck and
assist India with getting proficient.

In close association with 'Instruct a Youngster', a worldwide activity, Bharti

Establishment carries out the Satya Bharti Learning Focuses Program. The program
means to connect the instruction hole of out-of-younger students and standard them
into customary government schools in towns. Under its Quality Help Program, Bharti
Establishment is additionally teaming up with government schools to improve the
general nature of schools. It does as such by getting its learnings from the Satya
Bharti School Program and empowering the authority and instructors of country
government schools to start their schools on the way of steady improvement.

The Satya Bharti School Program was presented in 2006. This country schooling
activity has the accompanying goals:
 • Provide free and quality instruction to oppressed youngsters, with an
extraordinary spotlight on the young lady kid, in rustic pieces of the country.

• Provide free and quality training to oppressed kids, with an extraordinary

spotlight on the young lady youngster, in rustic pieces of the country.

• Transform understudies into taught, sure, capable and confident employable

residents of the country with a profound feeling of obligation to their general public.

• Encourage dynamic association of the local area, guardians and similar

associations.

• Make an enduring and practical effect on the local area where schools are
available.

• Find imaginative arrangements, through its essential, rudimentary and senior

auxiliary schools to make replicable and adaptable parts in the program to work with
conveyance of value instruction.

SATYA BHARTI ABHIYAN

The Satya Bharti Abhiyan is supporting the public authority's Swachh Bharat Mission for
Perfect and Open Poop Free India, since 2014. The program has been operational in
Ludhiana, the second biggest and the most crowded area, and in provincial Amritsar, a region
of Punjab. The Abhiyan has added to the public authority's endeavors by giving admittance to
singular latrines to families in Ludhiana and country Amritsar, separate latrines for young
ladies in government schools in rustic Ludhiana, and women's latrines for staff and guests to
different police premises under Ludhiana Police Commissionerate.

The development of latrines was moved to experienced accomplices in Ludhiana though, in

Amritsar, recipients are building latrines as per techniques set somewhere around the public
authority of Punjab. The arrangement for latrines is supplemented with exercises for
cultivating social change to advance appropriate use and support of latrines. Data, Schooling,
and Correspondence (IEC) was carried out through accomplices and built up through the
public authority and the Establishment. The Abhiyan has empowered the public authority to
accomplish its command of improving sterilization conditions by finishing open poo in
Ludhiana and provincial Amritsar
ACT - (A Caring Touch) is a worker commitment program including representatives from
Gathering organizations to contribute their time, abilities, cash or information. ACT crusades
are arranged and carried out in a joint effort with the correspondence and key colleagues of
each Airtel circle with the target to effectively make mindfulness and draw in whatever
number representatives as could be allowed.

Vocational training
Our VSOMO program is professional training program in Tanzania, with the target to
consummate youth abilities and empower independent work. A versatile application,
VSOMO was generally acknowledged among the adolescent who selected for a few seminars
on the entryway.

Airtel Delhi Half Marathon

The Airtel Delhi Half Long distance race (ADHM) upholds 'Run for a reason', allowing the
sprinters the chance to make a significant commitment through their long distance race run.
The stage unites corporates, people, workers and understudies of schools and universities
allowing them the chance to have a comprehension about Bharti Establishment's School
Training Projects.

900+Airtel workers took part in ADHM 2018

Youthful Pioneer Program

The Youthful Pioneer Program is a fourteen day activity (a piece of corporate acceptance to
connect new colleagues of Bharti Airtel as volunteers to help different activities of Bharti
Establishment.

Community development
Giving better expectations for everyday comforts

The staff of Airtel Rwanda joined occupants of Masaka Area in Kicukiro Locale to accelerate
the finishing of the Abaraya Model Town, empowering over 70% families to live in better
feasible settlements.
Research Problem
An empirical study on understanding consumer behaviour towards services of Bharti Airtel
Limited specifically to mobility segment

Objective of research-
1.to study the level of customer satisfaction from airtel
2.to identify the factors that leads to churn or port out from Airtel
3.to understand customer preference towards selecting their telecom operator
4.To assess the benefit that customer perceived while thinking about Airtel and whether they
will recommend operator or not
5.To propose the area of improvement where Airtel must focus so as to earn customer for
lifetime and improve its services

.Research Methodology
Reseach is done by setting a target group of consumer between age group of below 20 years
to above 50 years by preparing a questionnaire and conducting survey and asking them
some questions individually.Total of 106 respondent were contacted and primary data had
been collected.Focus here is majorly those customer who is currently using Airtel or past
Airtel customer so visited airtel store and interviewed some customer directly to fill up the
survey form.Quantitative research method is used for the research. Quantitative research is a
research that focuses on collection and analyse the data as well as getting some prompt
outcome.

3 a.Research Design-
Research design used in the project is descriptive and various factors like
age,gender,occupation etc has been considered to form a research design. Descriptive
research is a type of research that describes a population, situation, or phenomenon that is
being studied. It focuses on answering the how, what, when, and where questions If a
research problem, rather than the why.

3 b.Research Instrument
A questionnaire was prepared in 3 parts,i.e. first part is based on age, gender,occupation,type
of mobile connection they used and their expenses on telecom services.Second section
contains questionnaire related to the operator they used, total age on network and the benefit
they get from the particular operator or why they are using that particular operator.
Third section comprises of whether they are using Airtel services or not.If answer is yes ,
than liker scale is prepared with 5 major factors to rate airtel services and if they are satisfied
with Airtel or not.If ans in No, then question moulds on whether they used the service in past
and why they shift from airtel
Fourth section majorly focuses on whether customer will recommend Airtel to others or not
and their recommendation and suggestion for Airtel which is open ended question

3 c.Data Collection Methods

Data had been collected in two forms both primary and secondary data.Primary data had been
collected through personal interview with customer at Airtel outlet and questionnaire is
prepared and circulated to target group. Primary data is a type of data that is collected by
researchers directly from main sources through interviews, surveys, experiments, etc. Primary
data is basically data that originate from source as well as it is best data.
Secondary data has been taken through some journals,annual reports of Airtel company as
well as website of other operators and government and TRAI portal. Secondary data refers to
data that is collected by someone other than the primary user. Common sources of secondary
data for social science include censuses, information collected by government departments,
organizational records and data that was originally collected for other research
purposes.Wikipedia,research gate etc are some portal used as a secondary source for
completing research.

3 d.Sampling Method
Convenience sampling is used here. A convenience sample is a type of non-probability
sampling method where the sample is taken from a group of people easy to contact or to
reach. For example, standing at a mall or a grocery store and asking people to answer
questions would be an example of a convenience sample. This type of sampling is also
known as grab sampling or availability sampling. There are no other criteria to the sampling
method except that people be available and willing to participate. In addition, this type of
sampling method does not require that a simple random sample is generated, since the only
criterion is whether the participants agree to participate

3.e.Sample Size

Sample size for the project is 106 respondents of target age group.

3 f.Sampling Unit
Here in this case,sampling unit is individual between age group of 18 to 60 years who is a
prospect customer for Airtel or currently using Airtel services.
 Literature Review

Kalavani (2006) stated the gaps between services offered by telecom sector and what services
actually they promised to the customer.Here the author highlights that customer expect
services which must fulfill their basic needs as well as will not let them trouble for long but
maximum telecom operator .
Kalpana and Chinnadurai (2006) highlights that companies are majorly focusing on
improving and increasing their sales rather than focusing on satisfying their
customer.Companies should actually try to earn their customer for lifetime rather than
increase sales as once the customer is satisfied , he will become loyal to brand and helps
brand to grow.
Dr Madan(2013) specifies that customer satisfaction is majorly depend on network and
customer service.A company must focus on improving network and increase customer
service, customer base will automatically increase and henceforth brand is able to grow more
with more satisfying customer
(Siddiqi, 2011) focuses that companies should focus to consistenly satisfied customer to win
them for life.Once they are majorly focuses on satisfying customer, customer becomes loyal
to brand and than brand is able to grow and earn more.
(Jamal and Kamal, 2002) points out that customer loyality increase when customer receives
maximum benefit in minimum price.When customer get benefit in less price, they will get
attracted for the same and if they get good service they becomes loyal to brand.
Here we can take case of Jio, jio launches and offer free services to attract customer and later
take minimum price and give more benefit to customer.This strategy evolved the telecom
sector and company is now World’s second most best operator and India’s best and first
telecom operator rank.
 Data Analysis and Intepretation

The study aims to understands the consumer behaviour towards services offered by Bharti
Airtel Limited.Here I tried to collect responses by visiting airtel outlet and collected 106
responses of different demographic profile.Respondents of different age group and
occupation are selected and some set of questions ask to them to reach the conclusion and
form some opinion on how customer thinks for services of Bharti Airtel Limited and are they
satisfied with the services.

Demographic Profile of Respondents

Majority of responses are of the age group of between 21-30 years.52.8% people which is 56
people out of 106 belongs to this bracket.19 respondents belongs to age group of 31-40
years.17 people belongs to age group of 41-50 years.11 people belongs to age group of 50
years and above and 3 respondents belongs to age group of below 20 years.
If we try to analyse the data, we clearly depict that post covid the visit of customer in store is
very low and maximum young audience visit the store.People of elder age group also visiting
store but they don’t want more contact and prefer not to come in contact.
Out of 106 respondents, 62.3% respondents are male which is 66 and 39 respondents are
female.1 respondents prefer not to reveal their gender.

Highly visible that for issue in sim or any other thing related to telecom,maximum time male
visit to store for resolution of queries.Female visit but their percentage is very less.It is also
observed that if women visits the store and executive suggest them something , they asked
male family member for final decision.
It is visible that though women nowadays are empowered and still taking their decisions
alone but their percentage is very less.Still there are some women who depends on the male
member for final decision for small things especially related to technology.
Majority of respondents group is salaried which is 32.1% of total 106 people.34 respondents
are salaried,29 respondents are students, 20 respondents own the business, 11 are
unemployed and 12 respondents are homemaker.
Here the respondents are of mix occupation which will help me to know the views of
different segment of society and their expectation from telecom sector.

This question was asked to understand the customer and type of services they are using.72
respondents are prepaid user and 46 are postpaid.
It is clearly depicted that in prepaid are actually very cheap and more beneficial.Majority of
people use prepaid services because of low cost and offers like jio.
46 people are postpaid user and maximum audience is actually attracted towards one airtel
plan, which is offering mobile connection,broadband,dth combos in single plan.This shows
that airtel is trying and thinking new ways and strategies to delight their customer.even with
postpaid,airtel is offering some OTT plateforms free of cost for 1 year which is attracting
users.
With this question,we tried to analyse the expenditure pattern of people for their telecom
services.Majority of people pay less than Rs 500 to avail the benefit of unlimited calls and
internet.61 respondents out of 106 pay less than Rs 500 for their telecom expenses.22.6%
people which is 24 people pay between Rs 500 to Rs 800 and 19.8% people pay more than Rs
800.
It is clearly visible than high value recharges of 3 months and year are actually falls between
Rs 500 to Rs 2000.Even postpaid plans falls into that range.People are actually paying for
that services more.
Before Jio launch,all the telecom oprators offered plan at very high cost like we are getting
1GB data at cost of 250 Rs and Full talktime balance.In that scenerio,company is able to earn
more as telecom expenses falls in range of 700-900 Rs but post jio launch,customer is able to
get more data and calls benefit at low cost which reduce earning of company and increases
competition.
 OPERATOR Number of Subscriber Percentage
Bharti Airtel 70 66%
Vodafone Idea 29 27.4%
Jio 33 31%
MTNL or BSNL 7 0.9%

Through this question, we try to analyse the customer base of all opeartors from our set of
respondents.As this responses are collected by visiting airtel outlet,majority of them are airtel
users.70 respondents use the services of Airtel either as primary or secondary connection.32
respondents use JIO,29 respondents are vodafone idea user,7 respondents use services of
MTNL or BSNL.
Now if we try to analyse the pattern, we can observed that Airtel currently had good customer
base all they should focus is to retain them by improving network, giving more benefits and
best customer service.What we observe in a pattern that competition in telecom industry is
very low currently.There are only 3 major operators and customer are switching between only
those 3 operators.

This question was asked to know and understand customer loyality towards brand and their
trust and age on network criteria.
67% respondents are loyal to particular brand and using their services for more than 3
years.25.5% respondents are using the services between 1-3 years and 7.5% are actually
using the particular services for less than 1 year.
If a customer is getting good services and satisfied to a particular brand,he becomes loyal
customer and use their services for more years.This kind of customer are profitable for
business and they become promotor for brand.

Brand must focus on creating value for such customer and giving them more benefit and
services so as to make them for lifetime and give them more benefit.

Factors Number of respondents Percentage

Low price 34 32.1%
Bundled Offer 20 18.9%
Tie up with OTT 16 15.1%
plateform
Network and connectivity 82 77.4%
Brand Loyality 32 30.2%
Customer Services 36 34%

Next questions asked to get clear view on which factor customer prefer while selecting
operator services and majority of them consider network and connectivity as the factor while
deciding the services they should opt.This is objective question where respondents can select
multiple options and majority which is 82 respondents consider network as an important
factor.
Customer service is again USP for any brand.To retain the customer and continuously
satisfying them,brands has to focus on customer service and try to improve it and impress
customer.36 respondents consider customer service as an important factor.
32 respondents consider brand loyality as the important factor.They believe that once they
become loyal, they will stick to th brand for long time.
Price is again an important criteria.34 respondents consider price as an important
tool.Maximum people wants more benefit by paying less and post jio launch,to survive in
market,all telecom operators has to play price war many times.
Bundled offer and tieup with OTT is mostly expected by customer nowadays.20 and 16
respondents believe that brand should tieup with more OTT and give those benefit to the
customers.Even while sitting in store,what I observed is maximum customer ask for
Netflix,hotstar and amazon prime and than final their decision.

Next question asked was are they using services of Bharti Airtel Limited.72.6% people said
yes they are using their services.21.7% people say no and 6 people are confused or not wants
to reveal.
This shows that brand is actually having their customer but the expenses reduced because of
dual sim.

From here,the questionnaire divided.People who said yes than questions ask to them are
People who said yes,than next questions ask to them was are they satisfied with the services
offered by Bharti Airtel Limited.59 people out of 77 respondents are actually satisfied with
the services offered by Bharti Airtel Limited but they still feel that there is a scope of
improvement for continuous satisfaction.
8 respondents are not satisfied and 9 respondents are not at all sure regarding this.This shows
the satisfaction level of customer from Airtel who are currently using their network.
 Factors Poor Average Good Best
Network 5 16 34 22
Price 7 25 28 17
Customer 6 22 30 19
Service
Offers 13 18 27 19
Advertisement 6 19 25 27
and promotion

Now we ask those people to Rate Airtel in terms of certain factor like network,price,customer
service,offers and advertisements.
For network-22 people consider best,34 consider good,16 consider average and 5 respondents
are considered it as poor.
For Price,17 people consider it as best,28 consider it as good,25 consider it as average,7
consider it as expensive and poor.
For customer service,19 people consider it as best,30 people consider it as good,22 consider it
as average,6 consider it as poor.
For offers,19 people consider it as best,27 people consider it as good,18 consider it as
average,13 consider it as poor.
For advertisement and promotion,27 people consider it as best,25 consider it as good,19
consider it as average and 6 consider it as poor.

This shows that Airtel is best in terms of advertisement,good in terms of network and average
in terms of customer service and offers.
Airtel ads are well known ads reminding us of our friends and we can see their ads and
promotion everywhere.

Now people who said that they are currently not using services of Airtel,questions ask to
them are-
 Opinion Number of responses Percentage
Yes 14 45.2%
No 14 45.2%
Maybe 3 9.7%

Here responses are quite similar.14 respondents said that they had used airtel in past.14 said
that they never tried services of Airtel and 3 respondents are not sure or don’t want to share
this.

Next question ask to them to know that why they disconnect or port out from airtel to get
factors that leads to maximum churn.This question is open ended and we try to analyse the
views of people.Maximum people disconnect from the service because of network issue in
area.Other reason is high charges imposed on services.Next big reason is maximum churn
happened when JIO gives its services free of cost and because of which maximum people
port out from Airtel and this affect maximum subscriber base.
Next question asked about that will respondents will recommend services of Bharti Airtel
Limited to their friends and relatives.45 people said that they will recommend the services to
their near and dear ones with rating of 5.

This shows that people still trust services of airtel and they believe that there is scope of
improvement.There is less probability of people who said that they will least recommend
services of airtel.
Reason can be either services of airtel is at mark or up to the mark or there can be a
possibility that choice is very less in India .There are only 3 major competitor which is
Jio,vodafone and Bharti Airtel and network is well in maximum areas.
Last question asked is an open ended question which we asked to every respondent to know
the areas where Airtel must focus so as to improve the services or what are the expectation of
people from Airtel.Here we get various recommendations from respondents for Airtel like
 Improve Network
 More benefit for loyal customer
 Reduce charges for postpaid
 Focus on customer service
 More offers and discounts
 Give extra choices in hellotune
Maximum respondents want more improvement in network and reduce charges to get more
benefit.Airtel must focus on customer service.Post lockdown,people want more improvement
in customer service because of covid.People prefer visits at home so as to avoid more
contact.They prefer every solution from website.
 Conclusion

Airtel is very renowed brand and also in top 2 brands of telecom industry in India.It has
highest base of subscribers.Customer satisfaction is the important USP of brand and they are
trying to improve the same continuously.They should focus on improving network and
provide better 4G services as due to work from home maximum people are now in need for
good network and better service.

Airtel is Indian brand and also succesful in overseas market.Airtel possess very good network
in some of the best areas and also very successful brand till now.
It is observed through research that maximum salaried people is actually using postpaid
connections.We had also inspected important factor that people consider while selecting
network and services.Through research we get the idea that people consider network, price
and customer service as an important factor while selecting network.
Many people actually prefer to take and consider Airtel as a primary operator because of
network availability and normal phones actually has Airtel card in maximum cases.
Customer service is important USP for brand.Maximum respondents who are using Airtel are
satisfied with the services because of all the factor.Maximum people believes that Airtel is
known for their advertisement and promotion.We can easily get airtel ads and promotion
online as well as offline.
People believes that Airtel must focus on their customer service and offers to attract the
customer.They should focus on providing more benefit to loyal customer.Here brand is
actually focusing on hunting customer but they should focus on harvesting their existing base.
Maximum respondents are high value customer or gold customer because nowadays people
are purchasing bundled recharges or using postpaid connection.
One Airtel plan is very successful nowadays as due to work from home people wants
DTH,broadband both and airtel is providing it in very nominal cost with their mobile
numbers linked .For instance think of a plan of Rs 899 where you get 2 mobile connection
and 1 DTH and with unlimited benefit and OTT plateform free.
 Recommendation

Through this research, we had tried to highlight certain parameters to Airtel.By adopting this,
Airtel is able to earn customer satisfaction and retain existing base.
 Airtel must focus on improving network.In some areas, Airtel is currently offering
good services but should improve it for more customer satisfaction.
 Airtel must improve its customer service and offers more cost benefit to customer, as
customer are in need of that.
 5G launch is going to be a big reason of change for telecom operator success as it will
give a big boost and change the preference.
 If Airtel is receiving complaint for same issue, they should try to resolve the same at
earliest
 Focus on providing more benefit to loyal customer as they are being with same brand
for more time so they deserved some good benefit
 More choices in hellotunes,reduce some rental in postpaid and provide better service
with lowest possible price.
 Though customer is getting maximum benefit online, still dissatisfaction arises
because of wrong commitment so more awareness is required.
 Limitations to the Research

 Limited Access to Data-Data available is very limited so research is affected because

of less data availability.
 Because of covid, not able to interact with more customer as customer still prefer less
contact
 Lack of access to system is affect the finding of research
 People were hesitant to reply as they are not aware with the information
 Sample size is very small which is somehow not at all represent whole population and
restricted opinions and suggestions
 Because of Covid, walk in is very less which is actually leads to low response and
better view
 Information received can be biased because of human tendency of preferring
particular operator and judgement based on nature and past experience
Learnings from the project

This project helped me in various ways.Those stated in pointers

 Live interaction with customers of Airtel to get on site view and their concerns to
analyse data more efficiently
 This interaction helps to improve my communication skills as well as customer
handling
 Got a chance to understand different products and services offered by airtel
 While observing sales and service person,gets a clear idea on how sales people cross
sell and upsell their products as well as how they interact with customer to resolves
their query and concern
 Understanding corporate governance structure helps me to know how big organisation
works efficiently
 Helps me to analyse and identify the factors that majorly satisfies customer and also
improve loyality
 Store where I had collected feedback had taken my suggestion and raise network
concerns of area to higher level so I was able to resolve some of the issues of
customer
 Understand competitor analysis as well as brand differentiation

Challenges in Project

There are various challenges arises at the time of project like

 Because of covid, not able to get more precise responses as customer walkin is low in
store
 Limited data available online makes me to assume something based on prediction
 Customer are sometimes biased or not providing geneuine answers because of their
personal issues with brand
 Non availability of softwares affectes my research findings
 Sample size is very small which is somehow not at all represent whole population and
restricted opinions and suggestions
 Bibliography

 https://en.wikipedia.org/wiki/Telecommunications_industry#:~:text=The%20telecom
munications%20industries%20within%20the,communications%20and%20the%20inf
ormation%20society.)
 (https://www.ibef.org/industry/telecommunications.aspx#:~:text=Market%20Size&te
xt=India%20is%20also%20the%20world's,the%20first%20quarter%20of%20FY21.)
 (https://www.equitymaster.com/research-it/sector-info/telecom/Telecom-Sector-
Analysis-Report.asp)
 https://www.ibef.org/industry/telecommunications/showcase/bharti-airtel-ltd
 https://www.worldwidejournals.com/paripex/recent_issues_pdf/2014/May/May_2014
_1400577564_b091d_84.pdf
 https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2277570
 http://www.ijbmi.org/papers/Vol(6)6/version-2/G0606024451.pdf
 https://www.airtel.in/airtel-annual-report-2018-19/pdf/BRR.pdf
 https://www.airtel.in/airtel-annual-report-2014-15/corporate-social-responsibility-
sustainability.html
 https://www.airtel.in/airtel-annual-report-2018-19/csr.php
 https://www.airtel.in/about-bharti/equity
 IBEF reports, crisil reports
 Newspapers,airtel official site
Questionnaire
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