INDSTRY PROFILE

With a strong population of over 1.26 Billion, India has become one of the most dynamic and promising telecom markets of the world. In recent times, the

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country has emerged as one of the fastest growing telecom markets in the world. During 2003-2007, the country witnessed the number of phones increasing more than triple and total tele-density rising from 5.1% to 18.2%, according to Indian Telecom Analysis (2008-2012), The telecommunication network in India is one of the largest in the world providing wide range of services such as basic, cellular, internet, radio paging, v sat etc. telecom is the fastest growing sectors of the economy according to the numbers collected by the telecom regulatory authority of India (TRAI), the countrys subscriber growth is accelerating fast . The two major reasons that have fuelled this growth are low tariffs coupled with falling handset prices. The other reason that has tremendously helped the telecom Industry is the regulatory changes and reforms that have been pushed for last 10 years by successive Indian governments. The mobile sector has grown from around 33 million subscribers in 2004 to reach more than 346 million by late 2008 registering an average annual growth of around 80%.

According to Telecom Regulatory Authority of India (TRAI) the rate of market expansion would increase with further regulatory and structural reforms. qaz

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Total 15.87 million telephone connections (Wire line and Wireless) have been added during March 2009 as compared to 13.82 million connections added in February 2009. The total number of telephone connections reaches 429.72 million at the end of March 2009 as compared to 413.85 million in February 2009. With this growth, the overall Tele-density has reached 36.98 at the end of March 2009 as against 35.65 in February 2009. The total wireless subscribers (GSM, CDMA & WLL (F)) base stood at 391.76 million at the end of March 2009. A total of 15.64 million wireless subscribers have been added during the month of March 2009 as against 13.82 million wireless subscribers added during the month of February 2009. In the Wire line segment, the subscriber base has increased to 37.96 million in the month of March 2009 as against 37.73 million subscribers in February 2009 registering an increase of 0.23 million.

The telecom reforms have allowed the foreign telecommunication companies to enter Indian market which has still got huge potential. International telecom companies like Vodafone have made entry into Indian market in a big way. Emerging markets with little installed telecom infrastructure are finding it easier to install wireless networks, and India is no exception. India now has more than 391 million wireless subscribers. That may seem like a large figure, but with a population of 1.20 billion, it translates to just about 33 phones for every 100 people. And that

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number is skewed by the relative wealth of the cities while urban Tele-Density is around 31%, just 2% of the rural population has a phone line. With Indias expanding middle class, demand for telecom services is growing so rapidly that carriers are unable to keep up. The annual growth rate of telecom subscribers is 51.3%. The department of telecommunication has set a target of doubling telephone penetration to 500 million i.e. more than one phone for every house hold lines and reaching a Tele-density of 33% by the end of 2009.

The Indian telecommunication industry, with about 525 million mobile phone connections as of Dec. 2009, is the third largest telecommunication network in the world and the second largest in terms of number of wireless connections. The Indian telecom industry is one of the fastest growing in the world and is projected that India will have 'billion plus' mobile users by 2015. Projection by several leading global consultancies is that Indias telecom network will overtake Chinas in the next 10 years. For the past decade or so, telecommunication activities have gained momentum in India. Efforts have been made from both governmental and non-governmental platforms to enhance the infrastructure. The idea is to help modern telecommunication technologies to serve all segments of Indias culturally diverse society, and to transform it into a country of technologically aware people.

A large population, low telephony penetration levels, and a rise in consumers' income and spending owing to strong economic growth have helped make India the fastest-growing telecom market in the world. The first and largest operator is the state-owned incumbent BSNL, which is also the 7th largest telecom company in the world in terms of its number of subscribers. BSNL was created by corporatization of the erstwhile DTS (Department of Telecommunication Services), a government unit responsible for provision of telephony services. Subsequently, after the telecommunication policies were revised to allow private operators, companies such as Vodafone, Bharti Airtel, Tata indicom Idea Cellular, Aircel and Loop Mobile have entered the space. see major operators in India. In 2008-09, rural India outpaced urban India in mobile growth rate. India's mobile phone market is the fastest growing in the world, with companies adding some 19.1 million new customers added in December 2009. The total number of telephones in the country crossed the 543 million mark on Oct 2009.The overall tele-density has increased to 44.85% in Oct 2009.Telecom Regulatory

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Authority of India,Information note to the Press (Press Release No. 61 / 2007), 20 Jun 2007 In the wireless segment, 19 million subscribers have been added in Dec 2009. The total wireless subscribers (GSM, CDMA & WLL (F)) base is more than 543.20 million now. The wireline segment subscriber base stood at 37.06 million with a decline of 0.12 million in Dec 2009.

REVENUE GENERATED
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The Indian telecom market generated revenues of approximately US$ 20 billion in 2006-07. The market witnessed a growth rate of 33 per cent over the last. This growth has resulted in doubling the revenues of the telecom segment in the past three years. Further, it is expected that the industry will generate revenues worth US$43billion by 2009-10.

M/s Bharti has maintained its top most position with a subscriber base of 85.65 million. It has market share of 24.69% with respect to total subscriber base. M/s Reliance is on second position with a total subscriber base of 61.34 million. M/s Vodafone has started its service in Madhya Pradesh, Jammu and Kashmir, Himachal Pradesh and Bihar. M/s Tata has started its service in Assam, North East and Jammu & Kashmir and M/s Idea Cellular Limited has started its services in Bihar.

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S. Wireless No Group Bharti 1 Reliance 2 3 4 Idea 5 Tata 6 Aircel 7 MTNL 8 Spice 9 1 BPL 0 1 HFCL 1 1 Shayam 2 Total Vodafon e BSNL

Subscribers Base as Market on Dec 08 (mn) Share (%) 85.65 61.34 60.93 46.23 34.21 31.76 16.08 4.19 3.80 1.95 0.38 0.37 346.89 24.69% 17.68% 17.56% 13.33% 9.86% 9.16% 4.64% 1.21% 1.10% 0.56% 0.11% 0.11%

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GROWTH OF SUBSCRIBER BASE GSM

The GSM subscriber base has reached 258.23 million in the quarter ending 31st December 2008 as against 233.68 million at the end of the previous quarter. The growth rate for this quarter is 10.51%. M/s Bharti with 85.65 -million subscriber base remains the largest GSM mobile operator followed by M/s Vodafone, M/s BSNL and M/s Idea with subscriber base of 60.93 million, 41.36 million and 34.21 million respectively. The market share of different GSM operators is given below:

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MARKET SHARE OF GSM SERVICE PROVIDERS

CDMA
The CDMA Subscribers Base has reached 88.66 million during the quarter ending December 2008, as against 81.63 million at the end of previous quarter. The growth rate in this quarter is 8.6 1% as against 9.78% for the previous quarter. M/s Reliance remains the largest CDMA mobile operator followed by M/s Tata Teleservices and M/s BSNL with subscriber base of 50.99 million, 31.76 million and 4.87 million respectively.

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MARKET SHARE OF CDMA SERVICE PROVIDERS

TECHNOLOGY-WISE WIRELESS MARKET SHARE

Mobile services have led the spectacular growth of the Indian telecom industry. Currently, 15 players are active in this segment. There are 258.23 million GSM subscribers (74.44%) and 88.66 million CDMA subscribers (25.56%) at the end of December 2008.

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All the operators predominantly provide voice services, value added and data services such as SMS, mobile internet service, email, chatting, conferencing, GPRS service, etc. Services such as video conferencing and Closed User Group (CUG) facility are also gaining momentum. The commoditization of voice services has been a major magnet for service providers, compelling them to intensify their focus on data services. Revenues from value added services are growing at 30-40 per cent annually. These trends have paved the way for 3G services in India.

AVERAGE REVENUE PER USER [ARPU] & MINUTES OF USAGE [MOU]

Indian players have constantly reduced tariffs, which in turn has led to a constant reduction in the Average Revenue Per User (ARPU). However, though the ARPU is declining gradually, it remains well supported by the increase in subscriber base. The ARPU for GSM service in India is much higher than that for CDMA service. Notwithstanding a low ARPU, mobile usage is on the increase. India currently stands at number two in the world in terms of the Minutes of Usage (MOU).

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The declining ARPU implies that India Inc. is tapping the huge market at the bottom of the pyramid by reducing tariffs, thereby enhancing affordability.

ARPU [GSM]
All India blended ARPU per month has shown a slight decline of 0.45% from Rs. 221/- in Sept. 08 to Rs. 220/- in Dec. 08.

ARPU for Post-paid service has shown a decline of 4.2% from Rs. 584/- in Sept. 2008 to Rs. 559/- in Dec. 2008. On the other hand Pre-paid service has shown an increase of 1.6% from Rs. 189/- in September 2008 to Rs. 192/- in December 08.

ARPU [CDMA]
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All India blended ARPU per month for the quarter ending December 2008 is Rs. 111/- as compared to Rs. 122/- for the quarter ending September 2008. According to the revenue reports submitted by the service providers for the quarter ending December 2008, revenue, net of Pass through, from CDMA full mobility service is Rs. 2276.33 crores which was 2289.33 crores in the quarter ending September 2008 registering a decline of 0.56%. The huge difference between Post-paid and Prepaid ARPU noticed in the last quarter continued to remain valid for the current quarter as well. Postpaid ARPU has been 4.42 times that of prepaid ARPU, which perhaps, could be attributed to declining importance of processing fee on recharge coupon/ voucher purchased by Pre-paid subscribers.

MOU [GSM]
MOU per subscriber continues to show a declining trend. It has declined by 0.56% from Rs. 499/- in Sept. 2008 to Rs. 496/- in Dec. 2008. The outgoing MOUs declined by 0.39% and incoming by 0.72%.

Post-paid segment alone has shown a decline of 1.75% in MOUs per subscriber.

Total MOU per subscriber for prepaid segment has shown an increase of 0.62%, and outgoing MOUs have increase by 0.95% and incoming by 0.32%.

Higher decline in Incoming MOUs has turned the overall ratio of incomingoutgoing MOUs from 52:48 in September 2008 to 51:49 in December 2008.

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Outgoing SMS per subscriber continued to show increasing trend from 25 in September 2008 to 29 in December 2008 - an increase of 16%.

MOU [CDMA]

The Total MOU per subscriber per month has shown sharp increase from 332 minutes for the quarter ending September 2008 to 370 minutes for the quarter ending December 2008.

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The O/G MOU per subscriber per month has shown decline from 171 minutes in previous quarter to 169 minutes in the current quarter. Sharp increase has been noticed in incoming MOUs from l6l minutes in the previous quarter ending September 2008 to 201 minutes per subscriber in quarter ending December 2008.

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COMPANY PROFILE

The Aircel Group is a joint venture between Maxis Communications Berhad of Malaysia and Apollo Hospital Enterprise Ltd of India, with Maxis Communications holding a majority stake of 74%. Maxis Communications Berhad, through its subsidiaries, provides telecommunications services in Malaysia. It primarily offers mobile, fixed, and international gateway services. It offers mobile telecommunications products and services, multimedia related services, wireless Internet access services, GSM cellular services, and telecommunications consultancy services.

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Aircel Business Solutions (ABS), part of Aircel, is an ISO 9000 certified company. ABS is a registered member of WiMAX forum both in the Indian and International Chapters ABS product range includes enterprise solutions such as Multiprotocol Label
Switching

(MPLS VPNs), Voice over Internet Protocol (VoIP) and Managed Video Services on wireless platform including WiMAX. Aircel has won many awards for its services. Aircel was honored at the World Brand Congress 2009 with three awards, Brand Leadership in Telecom, Marketing Campaign & Marketing Professional of the Year. Aircel was honored by CMAI INFOCOM National Telecom Award 2009 for, Excellence in Marketing of New Telecom Service. Aircel had been selected as the best regional operator in 2008 by Tele.net. Aircel was rated as the top mid-size utility company in Business Worlds List of Best Mid-Size Companies in 2007. Aircel got the highest rating for overall customer satisfaction and network quality in 2006 by Voice and Data.
Virtual Private Networks

Aircel is one of the sponsors of the Indian Premier League Cricket Team Chennai Super Kings, which is captained by Mahendra Singh Dhoni. It is also the major sponsors for Chennai Open (the only ATP tennis tournament in India), and Professional Golf Tour of India. In latest news, Maxis, Aircel's majority stake holder, raised RM11.2 billions (USD 3.36 billions)for its shareholders, making it the largest IPO in Malaysia and Southeast Asia. Aircel boat. Aircel, placed an actual dinghy lifeboat to a downtown billboard. A rope with a sign reading, In case of emergency, cut rope, held up the branded raft. July 15, 2009 the monsoon arrived and so did Aircel customer service. The dinghy was cut down and pedestrians were safely transported. What Aircel calls Corporate Social Responsibility A Solution. The company was able to generate positive publicity and show consumers that they care. Beautification of Anna Flyover has been taken up Aircel for a period of three years, the

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contract has been awarded by TNRIDC and executed by Chennai based outdoor advertising agency [Abra Media Networks http://www.abramedia.in/]. this project boasts of first of its kind lighting solution for the entire strech of the bridge and many other landscapes to enhance the look of the whole bridge. as far as the utility is concerned, they are building a dedicated toilet for the police guarding the Anna Flyover and the US Embassy. Once this flyover is being beautified, Aircel plans to maintain it for 3 years.

Aircel commenced operations in 1999 and became the leading mobile operator in Tamil Nadu within 18 months. In December 2003, it launched commercially in Chennai and quickly established itself as a market leader a position it has held since.

Aircel began its outward expansion in 2005 and met with unprecedented success in the Eastern frontier circles. It emerged a market leader in Assam and in the North Eastern provinces within 18 months of operations. Till today, the company has gained a foothold in 17 circles including Chennai, Tamil Nadu, Assam, North East, Orissa, Bihar, Jammu & Kashmir, Himachal Pradesh, West Bengal, Kolkata, Kerala, Andhra Pradesh, Karnataka, Delhi, UP(West), UP(East) and Mumbai.

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The Company has currently gained a momentum in the space of telecom in India post the allocation of additional spectrum by the Department of Telecom, Government of India for 13 new circles across India. These include Delhi (Metro), Mumbai (Metro), Andhra Pradesh, Gujarat, Haryana, Karnataka, Kerala, Madhya Pradesh, Maharashtra & Goa, Rajasthan, Punjab, UP (West) and UP (East).

AWARDS
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Aircel has won many awards and recognitions, some of which include:

2007 Best Regional Operator Award- Tele.net Publication

Overall Mobile Satisfaction Survey 2007- IDC

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Overall Mobile Satisfaction Survey 2006 - Voice & Data

Voice and Data gave Aircel The Highest Rating for Overall Customer Satisfaction and Network Quality in 2006. Aircel emerged as the top mid-size utility company in Business Worlds List of Best Mid-Size Companies in 2007. Additionally, Tele.net recognized Aircel as the best regional operator in 2008. Aircel was the first operator to roll out 100 percent EDGE enabled network in India.

With around 5,000 employees and over 17 million customers in the country and already a leader in 4 Telecom Circles, Aircel the fast growing telecom company in India has revved up plans to become a full-fledged national operator by end of 2009.

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RESEARCH METHODOLOGY

RESEARCH OBJECTIVES
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a) To check brand preference of different mobile service providers in Kashmir division. b) To check the importance of various variables that influence mobile service purchase. c) To find out the satisfaction level of Aircel customers.
d) To check customer perception about the brand Aircel.

e) To determine the service quality of various mobile service providers.

MARKET RESEARCH

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Marketing Research is the process of systematic gathering, recording and analyzing of data about customers, competitors and the market. Market research can help create a business plan, launch a new product or service, fine tune existing products and services, expand into new markets etc. It can be used to determine which portion of the population will purchase the product/service, based on variables like age, gender, location and income level. It can be found out what market characteristics your target market has. With market research, companies can learn more about current and potential customers. The purpose of market research is to help companies make better business decisions about the development and marketing of new products. Market research represents the voice of the consumer in a company.

RESEARCH DESIGN

The project was carried out, keeping in mind the main objectives. The research design is the conceptual framework within which the research is conducted. It contains the blueprint for the collection, measurement and analysis of data. Our project demanded the knowledge of portion of population, so we decided to go for random sample survey instead of census survey.

The population in this case comprised of the different regions of the Kashmir Division, such a design of questionnaire was required that would be easy for me to comprehend also should cause less troublesome in acquiring information from a population of such diversity. However, it is worth mentioning that the questionnaire dealt with every possible problem and solution, which was usually followed by an unstructured interview/ questions conditioned to cooperation of respondent and

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many inferences were made on the basis of these interactions. There are three types of research design: Exploratory research design Descriptive research Causal research

EXPLORATORY RESEARCH is used when the problem must be defined

more precisely, to identify relevant courses of action, or to gain additional insights before an approach can be developed.

DESCRIPTIVE RESEARCH refers to a set of methods and procedures that

describe marketing variables. Descriptive studies portray these variables by answering who, what, why and how questions. These types of research studies may describe such things as consumers attitudes, intentions, and behavior, or the number of competitors and their strategies.

CAUSAL RESEARCH design is conducted by controlling various factors to

determine which factor is causing the problem. It allows you to isolate causes and effects. By changing one factor, say price you can monitor its effects on a key consequence such as sales. Although causal research can give you a high level of understanding of the variable you are studying, the designs often require experiments that are complex and expensive.

RESEARCH DETAILS

SCOPE OF THE STUDY

this study would benefit AIRCEL in

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terms of increase in its business in Kashmir divisions.

SOURCE OF DATA

(a) primery source (B) secondary source.

PRIMARY DATA COLLECTION was obtained by conducting

sample survey using questionnaire.

SECONDARY DATA COLLECTION was obtained through websites,

company past data/ information.

SAMPLE DESIGNE Sampling unit:

The study was made in the entire Kashmir

division which was divided into North, Central and South regions. Each division was considered as a unit.

Sampling size: Sample size for north region and south region is
40 each making 80 in total. 150 in total. Central being the largest region of subscriber population sample size was kept as 70. In total making it

Sampling method: Stratified Random Sampling Survey

QUESTIONNAIRE DESIGN
Based on the varied needs of the information required, the questionnaire was designed in such a manner that it satisfied our need and it was prepared in consultation with the AM-Marketing, Dishnet Wireless Ltd.

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The necessary parameters which were taken care of during this phase were: The information needs should be completely met. Ease of understanding of the Queries. Ease of administering the questionnaire. Probing nature of the questionnaire. To make it free from biased Queries. There should be no implicit responses.

During the development of questionnaires, the following issues were considered: 1. Question Issues
a. What types of questions may be asked? b. How complex should the questions be? c. Would cross examination questions be needed? d. Should lengthy questions be asked? e. Should open ended questions be asked?

2. Administrative Issues a. Costs b. Facilities c. Time

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DATA ANALYSIS

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PART-I

ANALYZING SERVICE OFFERS OF AIRCEL, AIRTEL & BSNL IN KASHMIR DIVISION

MOST PREFERRED MOBILE SERVICE IN DIFFERENT REGIONS OF KASHMIR DIVISION

MOBILE SERVICE PREFERENCE IN SOUTH REGION

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INTERPRETATION:

51% of respondents in South Region prefer Airtel Mobile Service. 27% of respondents in South Region prefer Aircel Mobile Service. 16% of respondents in South Region prefer BSNL Mobile Service. 6% of respondents in South Region prefer other mobile services.

INFERENCE
The above data shows that Airtel is the most preferred brand in South Region followed by Aircel and BSNL respectively.

MOBILE SERVICE PREFERENCE IN NORTH REGION

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INTERPRETATION:

81% of respondents in North Region prefer Airtel Mobile Service. 13% of respondents in North Region prefer Aircel Mobile Service. 3% of respondents in North Region prefer BSNL Mobile Service. 3% of respondents in North Region prefer other mobile services.

INFERENC E
The above data shows that Airtel is the most preferred brand in North Region followed by Aircel and BSNL respectively.

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MOBILE SERVICE PREFERENCE IN CENTRAL REGION

INTERPRETATION:

49% of respondents in Central Region prefer Airtel Mobile Service. 30% of respondents in Central Region prefer Aircel Mobile Service. 14% of respondents in Central Region prefer BSNL Mobile Service. 7% of respondents in Central Region prefer other mobile services.

INFERENC E
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The above data shows that Airtel is the most preferred brand in Central Region followed by Aircel and BSNL respectively.

OVERALL MOST PREFERRED MOBILE SERVICE IN KASHMIR DIVISION

INTERPRETATION:

61% of respondents in Kashmir Division prefer Airtel Mobile Service. 23% of respondents in Kashmir Division prefer Aircel Mobile Service. 11% of respondents in Kashmir Division prefer BSNL Mobile Service.

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5% of respondents in Kashmir Division prefer other mobile services.

INFERENC E
The above data shows that Airtel is the most preferred brand in South Region followed by Aircel and BSNL respectively.

FACTORS RESPONSIBLE FOR PREFERING AIRTEL IN DIFFERENT REGIONS OF KASHMIR DIVISION

FACTORS RESPONSIBLE IN SOUTH REGION

INTERPRETATION:

43% of respondents in South Region prefer Airtel Mobile Service due to its Connectivity.

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25% of respondents in South Region prefer Airtel Mobile Service due to its Availability. 11% of respondents in South Region prefer Airtel Mobile Service due to its Call Charges 9% of respondents in South Region prefer Airtel Mobile Services due to its Customer Support. 8% of respondents in South Region prefer Airtel Mobile Services due to its Value Added Features. 4% of respondents in South Region prefer Airtel Mobile Services due to its Special Offers.

INFERENC E
The above data shows that Airtel is the most preferred brand in South Region because of its connectivity followed by availability and call charges respectively.

FACTORS RESPONSIBLE IN NORTH REGION

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INTERPRETATION:

50% of respondents in North Region prefer Airtel Mobile Service due to its Connectivity. 15% of respondents in North Region prefer Airtel Mobile Service due to its Availability. 4% of respondents in North Region prefer Airtel Mobile Service due to its Call Charges 10% of respondents in North Region prefer Airtel Mobile Services due to its Customer Support.

11% of respondents in North Region prefer Airtel Mobile Services due to its Value Added Features.

10% of respondents in North Region prefer Airtel Mobile Services due to its Special Offers.

The above data shows that Airtel is the most preferred brand in North Region because of its connectivity followed by availability and value added features respectively.

INFERENC E

FACTORS RESPONSIBLE IN CENTRAL REGION

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INTERPRETATION:

45% of respondents in Central Region prefer Airtel Mobile Service due to its Connectivity. 12% of respondents in Central Region prefer Airtel Mobile Service due to its Availability. 6% of respondents in Central Region prefer Airtel Mobile Service due to its Call Charges 10% of respondents in Central Region prefer Airtel Mobile Services due to its Customer Support.

18% of respondents in Central Region prefer Airtel Mobile Services due to its Value Added Features.

9% of respondents in Central Region prefer Airtel Mobile Services due to its Special Offers.

INFERENC E

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The above data shows that Airtel is the most preferred brand in Central Region because of its connectivity followed by value added features and availability respectively.

FACTORS RESPONSIBLE FOR PREFERING AIRTEL IN KASHMIR DIVISION

INTERPRETATION:

47% of respondents in Kashmir Division prefer Airtel Mobile Service due to its Connectivity. 17% of respondents in Kashmir Division prefer Airtel Mobile Service due to its Availability. 6% of respondents in Kashmir Division prefer Airtel Mobile Service due to its Call Charges 10% of respondents in Kashmir Division prefer Airtel Mobile Services due to its Customer Support.

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12% of respondents in Kashmir Division prefer Airtel Mobile Services due to its Value Added Features.

8% of respondents in Kashmir Division prefer Airtel Mobile Services due to its Special Offers.

INFERENC E
The above data shows that Airtel is the most preferred brand in Kashmir Division because of its connectivity followed by availability and value added features respectively.

FACTORS RESPONSIBLE FOR PREFERING AIRCEL IN DIFFERENT REGIONS OF KASHMIR DIVISION

FACTORS RESPONSIBLE IN SOUTH REGION

INTERPRETATION:

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39% of respondents in South Region prefer Aircel Mobile Service due to its Connectivity. 15% of respondents in South Region prefer Aircel Mobile Service due to its Availability. 41% of respondents in South Region prefer Aircel Mobile Service due to its Call Charges 5% of respondents in South Region prefer Aircel Mobile Services due to its Customer Support.

0% of respondents in South Region prefer Aircel Mobile Services due to its Value Added Features.

0% of respondents in South Region prefer Aircel Mobile Services due to its Special Offers.

The above data shows that Aircel is preferred in South Region because of its connectivity followed by call charges and availability respectively.

INFERENC E

FACTORS RESPONSIBLE IN NORTH REGION

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INTERPRETATION:

35% of respondents in North Region prefer Aircel Mobile Service due to its Connectivity. 15% of respondents in North Region prefer Aircel Mobile Service due to its Availability. 45% of respondents in North Region prefer Aircel Mobile Service due to its Call Charges 5% of respondents in North Region prefer Aircel Mobile Services due to its Customer Support.

0% of respondents in North Region prefer Aircel Mobile Services due to its Value Added Features.

0% of respondents in North Region prefer Aircel Mobile Services due to its Special Offers.

INFERENC E

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The above data shows that Aircel is preferred in North Region because of its call charges followed by its connectivity and availability respectively.

FACTORS RESPONSIBLE IN CENTRAL REGION

INTERPRETATION:

60% of respondents in Central Region prefer Aircel Mobile Service due to its Connectivity. 4% of respondents in Central Region prefer Aircel Mobile Service due to its Availability. 28% of respondents in Central Region prefer Aircel Mobile Service due to its Call Charges 8% of respondents in Central Region prefer Aircel Mobile Services due to its Customer Support.

0% of respondents in Central Region prefer Aircel Mobile Services due to its Value Added Features.

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0% of respondents in Central Region prefer Aircel Mobile Services due to its Special Offers.

INFERENC E
The above data shows that Aircel is preferred in Central Region because of its connectivity followed by call charges and customer support respectively.

FACTORS RESPONSIBLE FOR PREFERING AIRCEL IN KASHMIR DIVISION

INTERPRETATION:

44% of respondents in Kashmir Division prefer Aircel Mobile Service due to its Connectivity.

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12% of respondents in Kashmir Division prefer Aircel Mobile Service due to its Availability. 38% of respondents in Kashmir Division prefer Aircel Mobile Service due to its Call Charges 6% of respondents in Kashmir Division prefer Aircel Mobile Services due to its Customer Support.

0% of respondents in Kashmir Division prefer Aircel Mobile Services due to its Value Added Features.

0% of respondents in Kashmir Division prefer Aircel Mobile Services due to its Special Offers.

INFERENC E
The above data shows that Aircel is preferred in Kashmir Division because of its connectivity followed by call charges and availability respectively.

FACTORS RESPONSIBLE FOR PREFERING BSNL IN DIFFERENT REGIONS OF KASHMIR DIVISION

FACTORS RESPONSIBLE IN SOUTH REGION

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INTERPRETATION:

23% of respondents in South Region prefer BSNL Mobile Service due to its Connectivity. 27% of respondents in South Region prefer BSNL Mobile Service due to its Availability. 27% of respondents in South Region prefer BSNL Mobile Service due to its Call Charges 18% of respondents in South Region prefer BSNL Mobile Services due to its Customer Support.

5% of respondents in South Region prefer BSNL Mobile Services due to its Value Added Features.

0% of respondents in South Region prefer BSNL Mobile Services due to its Special Offers.

INFERENC E

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The above data shows that BSNL is preferred in South Region because of its availability and call charges followed by its connectivity respectively. FACTORS RESPONSIBLE IN NORTH REGION

INTERPRETATION:

33% of respondents in North Region prefer BSNL Mobile Service due to its Connectivity. 0% of respondents in North Region prefer BSNL Mobile Service due to its Availability. 67% of respondents in North Region prefer BSNL Mobile Service due to its Call Charges 0% of respondents in North Region prefer BSNL Mobile Services due to its Customer Support. 0% of respondents in North Region prefer BSNL Mobile Services due to its Value Added Features.

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0% of respondents in North Region prefer BSNL Mobile Services due to its Special Offers.

INFERENC E
The above data shows that BSNL is preferred in North Region because of its call charges followed by its connectivity.

FACTORS RESPONSIBLE IN CENTRAL REGION

INTERPRETATION:

17% of respondents in Central Region prefer BSNL Mobile Service due to its Connectivity. 41% of respondents in Central Region prefer BSNL Mobile Service due to its Availability.

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42% of respondents in Central Region prefer BSNL Mobile Service due to its Call Charges. 0% of respondents in Central Region prefer BSNL Mobile Services due to its Customer Support.

0% of respondents in Central Region prefer BSNL Mobile Services due to its Value Added Features.

0% of respondents in Central Region prefer BSNL Mobile Services due to its Special Offers.

The above data shows that BSNL is preferred in Central Region because of its call charges followed by availability and connectivity respectively.

INFERENC E

FACTORS RESPONSIBLE FOR PREFERING BSNL IN KASHMIR DIVISION

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INTERPRETATION:

21% of respondents in Kashmir Division prefer BSNL Mobile Service due to its Connectivity. 30% of respondents in Kashmir Division prefer BSNL Mobile Service due to its Availability. 35% of respondents in Kashmir Division prefer BSNL Mobile Service due to its Call Charges 11% of respondents in Kashmir Division prefer BSNL Mobile Services due to its Customer Support.

3% of respondents in Kashmir Division prefer BSNL Mobile Services due to its Value Added Features.

0% of respondents in Kashmir Division prefer BSNL Mobile Services due to its Special Offers.

INFERENC E
The above data shows that BSNL is preferred in Kashmir Division because of its call charges followed by availability and connectivity respectively.

WHAT COMES TO THE CUSTOMERS MIND WHEN THEY HEAR THE WORD AIRCEL

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INTERPRETATION:

36% of respondents in Kashmir Division associate the brand name Aircel with Strong Connectivity.

32% of respondents in Kashmir Division associate the brand name Aircel with Lower Rates. 9% of respondents in Kashmir Division associate the brand name Aircel with Easy Availability. 3% of respondents in Kashmir Division associate the brand name Aircel with Better Customer Service.

16% of respondents in Kashmir Division associate the brand name Aircel with Attractive Offer.

INFERENC E
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The above data shows that the brand name AIRCEL is associated with Strong Connectivity followed by Lower Rates and Attractive Offers respectively.

CUSTOMER PERCEPTION ABOUT AIRCELS OFFERS IN RELATION TO COMPETITORS

INTERPRETATION:

16% of respondents in Kashmir Division perceive Aircels offers to be Excellent. 23% of respondents in Kashmir Division perceive Aircels offers to be Good. 43% of respondents in Kashmir Division perceive Aircels offers to be Not SoGood. 11% of respondents in Kashmir Division perceive Aircels offers to be Poor.

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3% of respondents in Kashmir Division perceive Aircels offers to be Very Poor. 4% of respondents in Kashmir Division did not comment.

FACTORS THAT MOTIVATE CUSTOMERS TO PURCHASE AIRCEL

INTERPRETATION:

38% of respondents in Kashmir Division purchased Aircel for its Connectivity. 29% of respondents in Kashmir Division purchased Aircel for its Call Charges. 13% of respondents in Kashmir Division purchased Aircel for its Availability.

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8% of respondents in Kashmir Division purchased Aircel for its Special Offer. 8% of respondents in Kashmir Division purchased Aircel for its Customer Support. 1% of respondents in Kashmir Division purchased Aircel for its Brand Name. 3% of respondents in Kashmir Division purchased Aircel for its Value Added Features.

INFERENC E
The above data shows that AIRCEL is purchased for its Connectivity followed by Call Charges and Availability respectively.

FACTORS THAT MOTIVATE CUSTOMERS TO PURCHASE SERVICES OTHER THAN AIRCEL

INTERPRETATION:

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41% of respondents in Kashmir Division purchased Aircel for its Connectivity. 19% of respondents in Kashmir Division purchased Aircel for its Call Charges. 17% of respondents in Kashmir Division purchased Aircel for its Availability. 5% of respondents in Kashmir Division purchased Aircel for its Special Offer. 9% of respondents in Kashmir Division purchased Aircel for its Customer Support. 5% of respondents in Kashmir Division purchased Aircel for its Brand Name. 3% of respondents in Kashmir Division purchased Aircel for its Value Added Features.

INFERENC E
The above data shows that Services other than Aircel are purchased for Connectivity followed by Call Charges and Availability respectively.

CUSTOMER SATISFACTION FOR AIRCEL

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INTERPRETATION:

43% of Aircel customers were Extremely Satisfied with the service. 38% of Aircel customers were Satisfied with the service. 15% of Aircel customers were Somewhat Satisfied with the service. 3% of Aircel customers were Dissatisfied with the service.

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IMPORTANCE OF VARIOUS FACTORS IN CUSTOMER PURCHASE DECISION.

IMPORTANCE OF CONNECTIVITY

INTERPRETATION:

90% of respondents considered Connectivity Extremely Important in a purchase decision.

to

be

8% of respondents considered Connectivity to be Very Important in a purchase decision. 1% of respondents considered Connectivity Somewhat Important in a purchase decision.

to

be

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0.47% of respondents considered Connectivity to be Not Very Important in a purchase decision.

0.53% respondents did not comment.

IMPORTANCE OF CALL CHARGES

INTERPRETATION:

75% of respondents considered Call Charges to be Extremely Important in a purchase decision.

20% of respondents considered Call Charges to be Very Important in a purchase decision. 3.8% of respondents considered Call Charges to be Somewhat Important in a purchase decision.

0.95% of respondents considered Call Charges to be Not Very Important in a purchase decision.

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0.47% respondents did not comment.

IMPORTANCE OF CUSTOMER SUPPORT

INTERPRETATION:

51% of respondents considered Customer Support to be Extremely Important in a purchase decision.

34% of respondents considered Customer Support to be Very Important in a purchase decision.

11% of respondents considered Customer Support to be Somewhat Important in a purchase decision.

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2% of respondents considered Customer Support to be Not Very Important in a purchase decision.

0.95% of respondents considered Customer Support to be Not At All Important in a purchase decision.

0.5% respondents did not comment.

IMPORTANCE OF AVAILABILITY

INTERPRETATION:

65% of respondents considered Availability Extremely Important in a purchase decision.

to

be

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30% of respondents considered Availability to be Very Important in a purchase decision. 3% of respondents considered Availability Somewhat Important in a purchase decision. to be

2% respondents did not comment.

IMPORTANCE OF BRAND NAME

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INTERPRETATION:

19% of respondents considered Brand Extremely Important in a purchase decision.

Name

to

be

28% of respondents considered Brand Name to be Very Important in a purchase decision. 12% of respondents considered Brand Name to be Somewhat Important in a purchase decision.

18% of respondents considered Brand Name to be Not Very Important in a purchase decision.

21% of respondents considered Brand Name to be Not At All Important in a purchase decision.

2% respondents did not comment.

IMPORTANCE OF SPECIAL OFFERS

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INTERPRETATION:

41% of respondents considered Special Offers to be Extremely Important in a purchase decision.

34% of respondents considered Special Offers to be Very Important in a purchase decision. 13% of respondents considered Special Offers to be Somewhat Important in a purchase decision.

6% of respondents considered Special Offers to be Not Very Important in a purchase decision.

4% of respondents considered Special Offers to be Not At All Important in a purchase decision.

2% respondents did not comment.

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IMPORTANCE OF SIM & ACTIVATION COST

INTERPRETATION:

18% of respondents considered SIM & Activation Cost to be Extremely Important in a purchase decision.

24% of respondents considered SIM & Activation Cost to be Very Important in a purchase decision.

17% of respondents considered SIM & Activation Cost to be Somewhat Important in a purchase decision.

29% of respondents considered SIM & Activation Cost to be Not Very Important in a purchase decision.

10% of respondents considered SIM & Activation Cost to be Not At All Important in a purchase decision.

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2% respondents did not comment.

IMPORTANCE OF INTERNET

INTERPRETATION:

66% of respondents considered Internet to be Extremely Important in a purchase decision. 13% of respondents considered Internet to be Very Important in a purchase decision. 7% of respondents considered Internet to be Somewhat Important in a purchase decision. 10% of respondents considered Internet to be Not Very Important in a purchase decision.

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4% of respondents considered Internet to be Not At All Important in a purchase decision.

IMPORTANCE OF HELLO TUNES

INTERPRETATION:

2% of respondents considered Hello Tunes Extremely Important in a purchase decision.

to

be

6% of respondents considered Hello Tunes to be Very Important in a purchase decision.

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14% of respondents considered Hello Tunes to be Somewhat Important in a purchase decision.

27% of respondents considered Hello Tunes to be Not Very Important in a purchase decision. 49% of respondents considered Hello Tunes to be Not At All Important in a purchase decision.

2% respondents did not comment.

IMPORTANCE OF RING TONES

INTERPRETATION:

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1% of respondents considered Ring Tones Extremely Important in a purchase decision.

to

be

6% of respondents considered Ring Tones to be Very Important in a purchase decision. 14% of respondents considered Ring Somewhat Important in a purchase decision.

Tones

to

be

28% of respondents considered Ring Tones to be Not Very Important in a purchase decision. 49% of respondents considered Ring Tones to be Not At All Important in a purchase decision.

2% respondents did not comment.

IMPORTANCE OF VOICE SMS

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INTERPRETATION:

10% of respondents considered Voice SMS Extremely Important in a purchase decision.

to

be

24% of respondents considered Voice SMS to be Very Important in a purchase decision. 14% of respondents considered Voice SMS Somewhat Important in a purchase decision. to be

22% of respondents considered Voice SMS to be Not Very Important in a purchase decision. 28% of respondents considered Voice SMS to be Not At All Important in a purchase decision.

2% respondents did not comment.

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IMPORTANCE OF RESULTS SMS

INTERPRETATION:

31% of respondents considered Results-SMS Extremely Important in a purchase decision.

to

be

43% of respondents considered Results-SMS to be Very Important in a purchase decision. 11% of respondents considered Results-SMS Somewhat Important in a purchase decision.

to

be

4% of respondents considered Results-SMS to be Not Very Important in a purchase decision. 10.95% of respondents considered Results-SMS to be Not At All Important in a purchase decision.

0.05% respondents did not comment.

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IMPORTANCE OF NEWS SMS

INTERPRETATION:

24% of respondents considered News-SMS Extremely Important in a purchase decision.

to

be

31% of respondents considered News-SMS to be Very Important in a purchase decision. 21% of respondents considered News-SMS to be Somewhat Important in a purchase decision.

11% of respondents considered News-SMS to be Not Very Important in a purchase decision.

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12% of respondents considered News-SMS to be Not At All Important in a purchase decision.

1% respondents did not comment.

IMPORTANCE OF JOKES SMS

INTERPRETATION:

3% of respondents considered Jokes-SMS to be Extremely Important in a purchase decision. 8% of respondents considered Jokes-SMS to be Very Important in a purchase decision.

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18% of respondents considered Jokes-SMS to be Somewhat Important in a purchase decision.

32% of respondents considered Jokes-SMS to be Not Very Important in a purchase decision. 38% of respondents considered Jokes-SMS to be Not At All Important in a purchase decision.

1% respondents did not comment.

IMPORTANCE OF SMS-TRAVEL BOOKING

INTERPRETATION:

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17% of respondents considered SMS-Travel Booking to be Extremely Important in a purchase decision.

33% of respondents considered SMS-Travel Booking to be Very Important in a purchase decision.

15% of respondents considered SMS-Travel Booking to be Somewhat Important in a purchase decision.

17% of respondents considered SMS-Travel Booking to be Not Very Important in a purchase decision.

16% of respondents considered SMS-Travel Booking to be Not At All Important in a purchase decision.

2% respondents did not comment.

IMPORTANCE OF CITY MAPS

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INTERPRETATION:

9% of respondents considered City Maps to be Extremely Important in a purchase decision. 22% of respondents considered City Maps to be Very Important in a purchase decision. 19% of respondents considered City Maps Somewhat Important in a purchase decision. to be

26% of respondents considered City Maps to be Not Very Important in a purchase decision. 23% of respondents considered City Maps to be Not At All Important in a purchase decision.

1% respondents did not comment.

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IMPORTANCE OF MMS

INTERPRETATION:

6% of respondents considered MMS to be Extremely Important in a purchase decision. 18% of respondents considered Important in a purchase decision. MMS to be Very

19% of respondents considered MMS to be Somewhat Important in a purchase decision. 23% of respondents considered MMS to be Not Very Important in a purchase decision. 32% of respondents considered MMS to be Not At All Important in a purchase decision.

2% respondents did not comment.

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MOBILE HANDSET PREFERENCE IN KASHMIR DIVISION

INTERPRETATION:

91.9% of respondents in Kashmir Division prefer Nokia handsets. 3.3% of respondents in Kashmir Division prefer Samsung handsets. 1.9% of respondents in Kashmir Division prefer Sony Ericsson handsets.

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0.95% of respondents in Kashmir Division prefer Motorola handsets. 0.47% of respondents in Kashmir Division prefer LG handsets. 1.43% of respondents in Kashmir Division prefer other handsets.

The above data shows that Nokia is the most preferred Handset brand in Kashmir Division followed by Samsung and Sony Ericsson respectively.

HANDSET PRICE-RANGE PREFERENCE IN KASHMIR DIVISION

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INTERPRETATION:

15.23% of respondents in Kashmir Division prefer HighPriced (Rs 7000 & Above) handsets. 45.71% of respondents in Kashmir Division prefer MidPriced (Rs 3,500-6500) handsets. 39.04% of respondents in Kashmir Division prefer LowPriced (Rs 1,500-3000) handsets.

The above data shows that in Kashmir Division the Mid-Priced Handsets are most preferred followed by Low End and High End respectively.
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CONNECTION PREFERENCE IN KASHMIR DIVISION

INTERPRETATION:

80% of respondents in Kashmir Division prefer Pre-Paid Connection. 20% of respondents in Kashmir Division prefer Post-Paid Connection.

INFERENC E

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The above data shows that Pre-Paid is the most preferred Connection in Kashmir Division.

FACTORS RESPONSIBLE FOR PRE-PAID PREFERENCE

INTERPRETATION:

38% of respondents in Kashmir Division prefer Pre-Paid due to No Billing Hassel. 23% of respondents in Kashmir Division prefer Pre-Paid for being More Economical. 15% of respondents in Kashmir Division prefer Pre-Paid for its Better Offers. 11% of respondents in Kashmir Division prefer Pre-Paid for its Transparency.

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7% of respondents in Kashmir Division prefer Pre-Paid due to No Deposit Requirements. 3% of respondents in Kashmir Division prefer Pre-Paid for its Pre Activated STD/ISD. 3% of respondents in Kashmir Division prefer Pre-Paid as it is allows easy Number Switching.

INFERENC E
The above data shows that respondents in Kashmir Division prefer Pre-Paid connection due to Easy Billing followed by Better Economy and Better Offers respectively.

FACTORS RESPONSIBLE FOR POST-PAID PREFERENCE

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INTERPRETATION:

40% of Post-Paid users in Kashmir Division prefer PostPaid due to its Monthly Billing. 30% of Post-Paid users in Kashmir Division prefer PostPaid as it has No Calling Limit. 18% of Post-Paid users in Kashmir Division prefer PostPaid for being More Economical. 8% of Post-Paid users in Kashmir Division prefer Post-Paid for its Roaming Facility. 4% of Post-Paid users in Kashmir Division prefer Post-Paid due to other reasons.

INFERENC E
The above data shows that Post-Paid usersin Kashmir Division prefer Post-Paid connection due to Monthly Billing followed by No Calling Limit and Better Economy respectively.

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PART-II
SERVICE QUALITY IN TELECOM SECTOR IN KASHMIR DIVISION A COMPARATIVE STUDY OF AIRCEL, AIRTEL AND

INTRODUCTION

Service quality is a critical element of customer perceptions and is very crucial in determining customer satisfaction. Research suggests that customers do not perceive quality in a one dimensional manner but rather judge quality based on multiple factors relevant to the context. The five dimensions of service quality that apply across a variety of service contexts are reliability, responsiveness, assurance, empathy and tangibility. 1. RELIABILITY-DELIVERING ON PROMISES: It is the ability to perform the promised service dependably and accurately. In its broadest sense, it

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means that the company delivers on its promises-promises about delivery, service provision, problem resolution and pricing. Customers want to do business with companies that keep their promises, particularly their promises about the service outcomes and core service attributes 2. RESPONSIVENESS-BEING WILLING TO HELP: It is the willingness to help customers and provide prompt services. It emphasizes attentiveness and promptness in dealing with customer requests, questions, complaints and problems. It is communicated to the customers by the length of time they have to wait for assistance, answers to questions, or attention to problems. It also captures the notion of flexibility and ability to customize the service to customer needs. 3. ASSURANCE-INSPIRING TRUST AND CONFIDENCE: It is the employees knowledge & courtesy and the ability of the firm and its employees to inspire trust and confidence. 4. EMPATHY-TREATING CUSTOMERS AS INDIVIDUALS: It is the individual attention and caring that the firm provides to its customers. The essence of empathy is conveying, through personalized or customized service, that customers are unique and special and that needs are understood. Customers want to feel understood by and important to firms that provide service to them.

5. TANGIBILITY- REPRESENTING THE SERVICE PHYSICALLY: It is the appearance of the physical facilities, equipment, personnel, and communication material. Tangibles provide physical representation or images of the service that customers , particularly new ones will use to evaluate quality.

GAP ANALYSIS ALONG THE DIMENSION OF RELIABILITY

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INTERPRETATION:

Along the reliability dimension, expectation was recorded at 6.18 out of 7. The perception scores for Aircel, Airtel & BSNL were recorded at 4.99, 4.47 & 3.52 respectively. The resulting service gaps for Aircel, Airtel & BSNL were 1.19, 1.71 & 2.66 respectively. The graphs clearly indicate that Aircel is perceived as having the highest reliability followed by Airtel.

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GAP ANALYSIS ALONG THE DIMENSION OF RESPONSIVENESS

INTERPRETATION:

Along the responsiveness dimension, expectation was recorded at 5.925 out of 7. The perception scores for Aircel, Airtel & BSNL were recorded at 5.15, 4.81 & 3.26 respectively.
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The resulting service gaps for Aircel, Airtel & BSNL were 0.775, 1.115 & 2.665 respectively. The graphs clearly indicate that Aircel is perceived as having the highest responsiveness followed by Airtel.

GAP ANALYSIS ALONG THE DIMENSION OF ASSURANCE

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INTERPRETATION:

Along the assurance dimension, expectation was recorded at 6.1 out of 7. The perception scores for Aircel, Airtel & BSNL were recorded at 5.18, 4.77 & 4.1 respectively. The resulting service gaps for Aircel, Airtel & BSNL were 0.92, 1.33 & 2 respectively. The graphs clearly indicate that Aircel is perceived as having the highest assurance followed by Airtel.

GAP ANALYSIS ALONG THE DIMENSION OF EMPATHY

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INTERPRETATION:

Along the empathy dimension, expectation was recorded at 5.89 out of 7. The perception scores for Aircel, Airtel & BSNL were recorded at 4.3, 4.24 & 3.5 respectively. The resulting service gaps for Aircel, Airtel & BSNL were 1.59, 1.65 & 2.39 respectively. The graphs clearly indicate that Aircel is perceived as having the highest empathy followed by Airtel.

GAP ANALYSIS ALONG THE DIMENSION OF TANGIBILITY

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INTERPRETATION:

Along the tangibility dimension, expectation was recorded at 6.075 out of 7. The perception scores for Aircel, Airtel & BSNL were recorded at 5.37, 5.3 & 3.9 respectively. The resulting service gaps for Aircel, Airtel & BSNL were 0.705, 0.775 & 2.175 respectively. The graphs clearly indicate that Aircel is perceived as having the highest tangibility followed by Airtel.

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FINDINGS RECOMMENDATIONS & CONCLUSION

Major finding
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Data shows that Airtel is the most preferred brand in South Region followed by Aircel and BSNL respectively.

Data shows that Airtel is the most preferred brand in Kashmir Division because of its connectivity followed by availability and value added features respectively.

Data shows that Aircel is preferred in Kashmir Division because of its connectivity followed by call charges and availability respectively.

Data shows that BSNL is preferred in Kashmir Division because of its call charges followed by availability and connectivity respectively.

Data shows that the brand name AIRCEL is associated with Strong Connectivity followed by Lower Rates and Attractive Offers respectively.

Data shows that AIRCEL is purchased for its Connectivity followed by Call Charges and Availability respectively.

Data shows that Services other than Aircel are purchased for Connectivity followed by Call Charges and Availability respectively.

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Data shows that Aircel has the highest percentage of customer satisfaction followed by Airtel further followed by Bsnl.

Recommendati ons:
1) Fully educate the customers about the charges of VAS before and after availing the service as it was seen during the study that in this area, customers felt that they are being charged more.

2) Aircel should start ABC (Automatic Billing Coupons) enabling Post paid customers to pay their bills using easily available coupons.

3) Majority of customer s perceive Aircel offers to be less attractive than other service providers. To overcome this Aircel should carefully study the offers of other service providers and come up with better attractive offers.

4)

Although connectivity in rural towns is reliable, the same is not true for the villages, where the signal strength is quite weak and unreliable.

5) The computerized voice response should start with Kashmiri followed by Urdu and English respectively and not the opposite.

6) The customers feel that the customer care executives only show superficial empathy and do not actually understand the customers problems and therefore lack sincerity. To overcome this, Aircel should impart better soft skills to its customer care executives.

7) Customers also complained about varying answers to the same problem by different customer care executives. This inconsistency creates confusion and doubt in the minds of the customers about the problem solving ability of the

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executives. Aircel should therefore develop standardized solutions for specific solutions. 8) Aircel should improve its connectivity especially in the North region which is the only region where customers are relatively dissatisfied.

9) Since connectivity and call charges are the most persuading factors in purchase decision, therefore special focus should be directed towards these variables to enhance market share.

10)

The research shows that Nokia is the most preferred handset brand (92% approx) and as such Aircel should provide Nokia handsets in all its SIM card-Handset bundle offers to make it more attractive.

11)

The research indicates that people who have never used Aircel have a very poor image of the brand, which makes the future purchase of the brand Aircel by such customers quite unlikely. Extensive promotional activities directed towards such non users should, therefore be carried out.

12) Aircel should make access to information as easy as possible so as to improve overall satisfaction. This can be achieved by determination of appropriate information needs of customers and designing a system that enables customers round-the-clock access to all relevant information.

13) Aircel should ensure that its employees particularly those engaged in direct customer interactions must have accurate knowledge about products and offers. Steps should also be taken to ensure that this knowledge is regularly updated through frequent briefing sessions.

14) Aircel should ensure individual attention to its customers and put in greater efforts at identifying and meeting specific needs of customers. Separate products should be developed for students, employees, businessmen etc.

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BIBLIOGRAPHY

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1. RESEARCH METHODOLOGY BY NARESH K. MALHOTRA 2. MARKETING MANAGEMENT BY PHILIP KOTLER 3. SERVICES MARKETING BY ZEITHAMEL, BITNER, PANDIT & GREMLER 4. SERVICES MARKETING BY CHRISTOPHER LOVELOCK

1. www.aircel.com 2. www.trai.gov.in 3. www.currentanalysis .com 4. www.airtel.in 5. www.bharti.com

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ANNEXURE

GENERAL QUESTIONNAIRE
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Name__________________________ Education_________________

Age______ Address___________________________

1(a) Rank the following telecom service providers using a scale of 1 (for best) to 6 (for poor). a) BSNL ____ Vodafone ____ f) b) Aircel ____ c) Airtel ____ d) Reliance ____ e)

Tata Indicom_____

1(b) What is the most attractive feature of the above service provider, you ranked as 1(best)? a) Connectivity b) Call Charges c) Customer Support Added Features (Ringtones, Hello Tunes etc.) e)Availability (SIM Cards/ Recharge Coupons) f) Other (Please Specify)_______________________________ 2) What comes to your mind, when you think of Aircel? a) Lower Rates b) Attractive Offers c) Strong Signal Availability e) Prompt Customer Service f) Other (Please Specify) _____________________________ 3) Please rate Aircel in terms of providing attractive offers, in relation to other telecom operators. a) Excellent b) Very Good Poor 4) In case you are an existing Aircel user, which of the following features prompted you to purchase it over other telecom operators? a) Connectivity b) Call charges c) Customer Support d) Value Added Features (Ringtones, Hello tunes e) Availability f) Brand Name g) Special Offers h) Other (Please Specify) _______________________ 5) Are you satisfied with Aircel Products? (Please Rate). a) Extremely Satisfied Dissatisfied b) Satisfied c) Somewhat Satisfied e) Extremely Dissatisfied d) c) Good d) Fair e) d) Easy d) Value

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If dissatisfied, please specify reason:_________________________________________________

6) If you use a cellular service other than Aircel, which feature prompted you to select it over Aircel? a) Connectivity b) Call charges c) Customer Support d) Value Added Features (Ringtones, Hello tunes etc). e) Availability f) Brand Name g) Special Offer h) Other (Please Specify) _______________________ (Please specify the service used_______________________________) 7) Which factors are important while considering a telecom service for purchase? (Please Rate). Extremely Very Important a) b) c) d) e) f) g) h) i) Connectivity ______ Call Charges ______ Not Important Important At All ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ Important Important Very Somewhat Not

Customer Support ______ ______ Value Added Features ______ ______ Availability ______ Brand Name ______ Special Offers ______

SIM Cost & Activation Charges ______ ______

Other (Please Specify & Rate)____________________________________________________________

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8) Rate the following Value Added features on the basis of their importance. Very Important a) b) c) d) e) f) g) h) i) j) k) Extremely Not Important Important At All ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ Very Important ______ ______ Somewhat Important ______ ______ ______ Not

Internet Facility ______ Hello Tunes ______ Ring Tones ______ Voice SMS ______ Results ______ News ______ Jokes ______

Travel Bookings ______ ______ City Maps ______ MMS ______

Other (Please Specify & Rate)_____________________________________________________________ 9) Which Handset would you like to be bundled with Aircel? (Please indicate preference using a scale of 1 to 9). a) Nokia_____ Motorola _____ b) Samsung _____ c) LG _____ d) Sony Ericsson _____ e) h) Lexus _____ i) Philips _____ j) Other

f) Haier _____ g) Spice _____ (Please Specify)__________

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10) Which range of handset would you prefer in the bundle offer? a) High End with maximum features (Rs 7,000 & Above) b) Mid Range with moderate features (Rs 3,500-6,500) c) Low End with basic features (Rs 1500 -3000) 12) What do you prefer? a) Pre-Paid Connection b) Post Paid Connection

13) In case you prefer a Pre-Paid Connection, what makes it more preferable? a) No Billing Hassel b) Ease of Switching to other Telecom Operators c) Better Offers d) No Deposit Requirements STD/ISD f) More Economical g) Other (Please Specify)_________________________________ 14) In case you prefer a Post-Paid Connection, what makes it more preferable? (Please specify reasons). ___________________________________________________________________________
*****************************END

e) Pre-activated

OF QUESTIONNAIRE*************************************

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