A Study Of Consumer’s Preference And Satisfaction Towards Various Cell Phone Service Provides 3b4h5k

A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES

SUKUMAR M.Com., M.Phil., PGDCA COIMBATORE, TAMILNADU, INDIA

CHAPTER – I INTRODUCTION Consumer A consumer is an individual who purchase or has the capacity to purchase goods and services offered for sale by marketing institutions in order to satisfy personal or household needs, wants or desires. According to a statement made by Mahatma Gandhi, ‘consumer refers to the following, “A consumer is the most important visitor on our premises. He is not dependent on us. We are dependent on him. He is not an outsider to our business. He is part of it. We are not doing him a favour by serving him. He is doing us a favour by giving us an opportunity to do so”. So consumer is like the blood of our business and also a satisfied customer is a word of mouth ment of a product / services. 1.1. CONSUMER SATISFACTION Every human being is a consumer of different produces. If there is no consumer, there is no business. Therefore, consumer satisfaction is very important to every business person. According to Philip Kotler consumer satisfaction is defined on, “personal feeling of pleasure resulting from comparing a product’s pursued performance in relation to his /her expectations”. Consumer attitude measurements are taken on either potential buries or existing client’s buries in order to identify their characteristics. Why should the competent market engineer conduct consumer research? Consumer’s surverys can provide the researcher with a wealth of information, valuable of the marketing function. 32



Detailed information regarding the customer in a market will provide the basic platform for all marketing decisions. Marketing decision maker needs descriptive information about the total potential unit and dollar sales in each segment. Perhaps the most important one is that a seller need to be aware of the relevant objective and need of consumer and how their objectives might best be served by the products. MARKET The term market is derived from Latin Word ‘Mercatus’, which means ‘to trade’ that is purchasing and selling of goods. It also means merchandise truthic place of business. According to Pyle, “Market includes both place and region in which buyers and sellers or in free competition with one another”. MARKETING Marketing includes all the impacts involved in the exchange process of transferring the possession and ownership of goods or services from the producer to the ultimate consumer’s.

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MARKETING FORMULA a. The foremost step is business aims at profit. b. For profit making he can sell the products. c. For selling the product he should create customers. d. For creating the customer’s, customer’s needs of preferences to be identified and satisfied. e. To satisfy the customer’s new product to be produced. Marketing is trying to learn,  Who buy the products or services?  How do they buy?  When do they buy?  Where do they buy?  Why do they buy?  How often they buy? It is otherwise called understand and predict human actions in their buying role. A marketer is act as consumers while them purchasing any goods /services, and try to market that product to an ultimate consumer. So, marketing is starts with consumer and ends with consumer. So, today’s market is called on consumer market. It can be defined on, “All the individuals and households who buy goods and services for personal consumption”.

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So, the consumer satisfaction is get more importance in the marketing functions. 1.2. Importance of consumer satisfaction The needs to satisfy customer for success in any commercial enterprise is very obvious. The income of all commercial enterprise is derived from the payments received for the products and services supplied to its customers. If there is no customer there is no income and there is no business. Then the core activity of any company is to attract and retain customers. It is therefore no surprise that Peter Drucker the renowned management Guru, has said “to satisfy the customers is the mission and purpose of every business”. Satisfaction of customer is essential for retention of customer’s and for continuous sales of the products and services of the company to customers. This establishes the needs for and the importance of customer satisfaction. The satisfaction of consumers is different from one to another. Became, each consumer has the different behaviour in their life. So, the marketer satisfy the consumer, he must very well know the behaviour of consumer.

1.4.Consumer behaviour: The term consumer behaviour may be defined as the behaviour that consumer displays in searching for purchasing, using, evaluating, producing, services and ideas which they expect will satisfy their needs. In other words, “It is a study of physiological, social, physical, behaviours of all potential customer as they become aware of evaluation, purchase and consumption and tell other about products and services”.

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The study of consumer behaviour is the study of how individuals make divisions to spend their resources like money, energy, time, etc. on consumption of products.

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1.5.Objectives of the study:  To study the evaluation of cell phones with particular reference to India.  To ascertain the attributer which influenced the customer’s in selecting a particular cell phone services provider.  To study the consumer’s satisfaction towards different cell phone service providers in Coimbatore city.  To assess the problems faced by the cell phone s in Coimbatore city.  To offer valuable suggestions to improve the services of cell phones in Coimbatore city. 1.6.Need of the study: Exchange of information becomes the necessity of life to a common man. In the modern world an individual tends to communicate anything to everything right from the place where he/she stands. Even while riding vehicle he / she wants communicate within a fraction of second at quick speed with clear voice, without any disturbance. Like line crossing, out of order, etc. most of which lack in the connection given by the department of tele-communication. Cell phones emerges as a boon quench such a thirst, the by providing facilities, which a common man cannot imagine. Though cell phone industry has its origin in the recent past and the growth has been excellent. Day by day many new competitors enter the market with new attractive schemes, provide additional facilities, add new features to existing ones, reduce the charges her incoming and outgoing calls, introduce varieties of handsets, models a healthy competition that benefits the subscribers. Hence in this context, it is important to study the functioning of cellular phone services and the utilization of their services by the telephones. 37



1.7.Scope of study: The present study is contained to Coimbatore and it is decided to consider Airtel, Aircel and etc. cell phone service rendered to the customers. In Coimbatore there are various cellular services available. Sack as Airtel, Aircel and etc. but the cellular services has been selected to study the consumer’s satisfaction in it is the most popular private cellular services. The main objectives of this study is to analyze the customers satisfaction and problems, faced by Airtel, Aircel, etc., cellular services in Coimbatore city has been taken for the current research work. 1.8.Statement of problem: In our country the growth of service marketing especially mobile phone industry is still in its infancy stage, as compared to the industrially advanced countries. It is for the fact that the economy of our country has been in the developing stage. There are various mobile phones services provider’s in our country and they are playing an essential role in fulfilling the needs of the customers. Now-a-days, the customers are more dynamic. Their taste, needs and preference can the changing as per current scenario. Hence the development of cellular industry mainly depends on the customer satisfaction. However the following questions may arise regarding customer satisfaction. 1. Does the cell industry satisfy the social responsibility? 2. What are all expectations by the customer’s regarding service provided by the cell phone service provider? 3. Whether the service provided by cell phone industry is satisfying the customers? 4. Are the facilities available adequate to satisfy the customers? 38



CHAPTER II REVIEW OF LITERATURE A brief literature would be of immense help to the researcher in gaining insight into selected problem. The researcher would gain good background knowledge of the problem by reviewing certain studies. A reference to these entire studies will be related in the contest of the shaping the present study. Samuval, in his study found that most of the respondents consider, size, quality, price, instrument servicing are an important factors for selecting the handset of majority of the respondents are satisfied over the payment system, quality of services, coverage area, and attending the complaints. 1. Samuvel, “customer satisfaction for cellular services, a study with a referacne to BPL and Aircel mobile phones and services”, an unpublished M.Phil., dissertation, submitted to Bharathiar university, Coimbatore, December 2002. Sree Nandhini, in her study shows that 88.3% of the respondents are cell phone helps that to deal business matter confidently and effectively. This study shows that attitude of the respondents using cell phones was not influenced by either education or occupation and income. 2. Sree nandhini, “an investigation of perception and altitude to cellular phone in Coimbatore”, an unpublished submitted to Bharathiar university, December, 2001. P. Adhavan (2003), in his study “existing customer relation” found that the dealer’s service regarding Aircel cellular is highly satisfactory. Hutchison’s managing director Asim and Ghosh 2005 says in the article, “Telecommunication” telecommunication is such a huge sector and it is so easy to be reduced by its different ponts, but thankfully we were” 4. Asin Glosh, “telecommunication” business world 27th January 2003. 39



CHAPTER III RESEARCH METHODOLOGY Search of knowledge. A careful investigation or enquiry. A systematic effort to gain new knowledge. Those are called an “Research” Research is a movement of knowledge from known to unknown from the available place to the required place. According to Clifford wode, “Defining and re-defining problems formulating the hypothesis or jusested solutions. Collecting, organizing and evaluating data. Making detections and reaching conclusions to determine whether fit the formulating the hypothesis” The Purpose of research to find out solutions to the problem, which has not been discovered by anybody. 3.1. Research methods: Those methods which are used by the researcher during the course of studying are research problem are termed on research methods. 3.2. Research methodology: The research methodology, not only the research methods are but also consider the logic behind the methods. They are in the contest of our research studied. And explain why we are using a particular method or techniques and we are not using others.

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Descriptive research design: In includes surveys, and facts finding enquires of different kinds. The manor purpose of descriptive research is description of state of affairs on it exists at present. The main character of this method is that the researcher has no control threw over the variables. He can report what has happen or what is happening. Nature of data: In this study primary data are used. Collection of data: The data were collected from the respondents through the distribution of questionnaire. Area of the study: This study covers Coimbatore city only. Sample size: The sample size of this study is 104. Tools for analysis: Along with the usual statistical tools such as tables, percentages, bar charts, chi-squire test we sued for analyzing the data and arriving at the conclusion.

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Hypothesis of the study; On the basis of review of previous studies and on the basis of observation made during our collection of data, the following null hypothesis was formed. There is no significant association between persona variables such as age, gender, educational qualifications, monthly income, marital status, size of the family and their awareness level of consumers and different cell phone services providers. 3.3. Limitations of the study: Though the detailed investigation is made in the present study, uit has got the following limitations. 1. This study is restricted only to the Coimbatore city. So, the results may not be applicable to other areas. 2. This study is based on the prevailing customer’s satisfaction. But the customer’s satisfaction may change according to time, fashion, technology, development, etc. 3. As per the population of the study is huge, the researcher has taken only 100 sample respondents from each service providers.

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CHAPTER IV INTRODUCTION OF INDUSTRY 4.1. EVALUATION OF CELLULAR PHONES The basis concept of cellular phones began in 1947, when researchers looked at crude mobile (car) phones and realized that by using small cells (range of service area) with frequency reuse could increase the traffic capacity of mobile phones substantially, however, the technology to do it was nonexistent. Anything to do with broadcasting and sending a radio or television message out over the airwaves comes under a Federal Communications Commission (FCC) regulation that a cellular phone is actually a type of twoway radio. In 1947, AT & T proposed that the FCC allocate a large number of radio spectrum frequencies so that wide-spread mobile phone service could become feasible and AT & T would have a incentive to research the new technology. We can partially blame the FCC for the gap between the concept of Cellular phone service and it’s availability to the public. Because of the FCC decision to limit the cellular phone frequencies in 1947, only twenty three cellular phone conversation could occur simultaneously in the same service area – not a market incentive for research. The FCC reconsidered its position in 1968, and stated “if the technology to build a better mobile phone service works, we will increase the cellular phone frequencies allocation, freeing the airwaves for more mobile phones.” AT & T – Bell Labs proposed a cellular phone system to the FCC of many small, low-powered broadcast towers, each covering a ‘cell’ a few miles I radius, collectively covering a larger are. Each tower would use only a few of the total frequencies allocated to the cellular phone system, and as cars moved across the area their cellular phones cells would be ed form tower to tower. 43



INDIVIDUAL Inventors and Mobile Phone Patents Dr. martin cooper for Motorola. US03906166 09 / 16 / 1975 Radio telephone system Martin Cooper, Richard W. Dronsuth,; Albert J. Mikulski, Charles N. Lynk Jr., James J. Mikulsk, John F. Mitchell, Roy A. Richardson, John H.Sangster Related class Patents Related to cellular phone patents and cordless Phones, 64 patents listed. By 1977, AT&T Bell Labs constructed and operated a prototype cellular phone system. A year later, public trials of the new cellular phone system were started in Chicago, IL with over 2000 trial cellular phone customers. In 1979, the first commercial cellular phone system began operation in Tokyo. In 1981, Motorola and American Radio phone started a second U.S. cellular radio-phone system test in the Washington/Baltimore area. By 1982, the slow moving FCC finally authorized commercial cellular phone service for the USA. A year later, the first American commercial for analog cellular phone service or AMPS (Advanced Mobile Phone Service) was offered in Chicago, IL by Ameritech.

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Despite the incredible demand, it took cellular phone service 37 years to become commercially available in the United States. Consumer demand quickly outstripped the cellular phone system's 1982 standards, by 1987, cellular phone subscribers exceeded one million, and the airways were crowded. Three ways of improving services existed: •

one - increase cellular phone frequencies allocation

•

two - split existing cellular phone cells

•

three - improve the cellular phone technology The FCC did not want to handout any more bandwidth and

building/splitting cells would have been expensive and add bulk to the cellular phone network. To stimulate the growth of new cellular phone technology, the FCC declared in 1987 that cellular phone licensees may employ alternative cellular phone technologies in the 800 MHz band. The cellular phone industry began to research new transmission technology as an alternative.

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4.2. ANALYSIS OF MOBILE COMMUNICATION SPREAD AND ITS IMPLICATIONS IN INDIA History of Cellular Telephony in India Initially Department of Telecommunications (DoT) was the only monopoly operator in the country. Telecommunication sector was recognized by the Government of India as one of the few basic infrastructure sectors for the country. Under the Government policy of economic liberalization, privatization and competition in India, private sectors have been allowed to enter the public telecommunication field (where Government was a monopoly). In 1992 telecommunication sector in India was liberalized to bridge the gap through government spending and to provide additional resources for the nation’s telecom target. The objective of the reform was making the telecommunications within the reach of all, thereby achieving universal service, covering all villages and bringing the telecommunication services to the world standard, while protecting the defense and security needs of the country. In 1993 the telecom industry got an annual foreign investment of Rs 20.6 million. In 1994 license for providing cellular mobile services was granted by the Government of India for the Metropolitan cites of Delhi, Mumbai, Kolkata and Chennai. Initially Cellular mobile services were duopoly (i.e. not more than two cellular mobile operators could be licensed in each telecom circle), under a fixed license fee. In 1995, government opened up 19 more telecom circles and issued mobile licenses. To regulate and settle disputes Telecom Regulatory Authority of India was set up in 1997 and in 1999 National Telecom Policy was announced by the Government of India. In order to speed up the development of the telecom sector, all telecom services were opened up for private sector participation. 46



Unrestricted entry is allowed in the basic services, national and international long distance service, in global mobile personal communication by satellite (GMPCS) service, VSAT and Public Mobile Radio Trunked Service (PMRTS). All telecom sectors under DoT was handed over to new public Sector Undertaking viz, Bharat Sanchar Nigam Limited (BSNL) which was ed under Company’s Act in 1st October 2005.BSNL covers the entire country except Delhi and Mumbai Metros which are under Mahanagar Telephone Nigam Limited (MTNL). Major Service providers in India Two different technologies are deployed by the mobile operators in India namely GSM and CDMA.The GSM service providers are Bharthi, BSNL, Hutch, IDEA, Aircel, Reliance, Spice, MTNL and BPL, whereas the CDMA service providers are TATA, HFCl, Shyam, and Reliance. Figure 1 shows the market share of each service provider in India. India’s mobile market is dominated by foreign companies for high end telecom equipments, handsets, transmission equipments etc., Nokia, Samsung, and Motorola are the three important vendors for handsets. Other vendors who have their share in this market are L.G, Alcatel, Sony Ericsson, Siemens, National Panasonic, Philips, Mitsubishi, and Sagem.

MOBILE SUBSCRIBER STATISTICS

Recently, mobile phone connections in India have crossed the 100million mark, which means over nine in 100 Indians have a phone. Adding on to this benevolent and happy information, telecom companies are anticipating the number will nearly treble in the next two years. According to a survey, by 2006, the cellular networks are expected to cover 3,50,000 (out of 6,07,000) villages, covering 450 million people. 47



Market Share of both mobile and wire line Service Providers in India GSM Subscribers The cumulative All India GSM subscriber base rose to 72.12 million in April 2006 from 69.19 million in March 2006 which is a growth of 4.23% for a month under review. Table I shows the subscribers growth rate for one month along with market share of each provider with coverage CDMA Mobile Subscribers The total cumulative all India CDMA subscriber base rose by 0.97 million from 23.25 million in March 2006 to 24.22 million in April 2006, representing a growth of 4.2% in the month under review. A summary picture of the company wise performance is given in Table II.

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4.3. TELECOM IN RURAL INDIA India has an urban population of about 26.8% and rural population is about 73.2%. And there are over 600,000 villages in India. But a vast section of the rural sector is still cut off from the benefits of telecom services. GSM SUBSCRIBERS GROWTH RATE

Company Bharthi BSNL Hutch IDEA Aircel Reliance Spice MTNL BPL Total

No of Subscribers

Percentage

(in millions) March 2006 April 2006 19.57 20.68 17.16 17.59 15.36 16.06 7.37 7.64 20.61 2.83 1.90 2.01 1.93 1.98 1.94 2.02 1.34 1.31 69.19 72.12

of Market

Service Areas

Share 28.7% 24.4% 22.3% 10.6% 3.9% 2.8% 2.7% 2.8% 1.8% 100%

23 21 16 11 7 8 2. 2 1

The rural population of around 700 million is waiting for its share of economic growth. Initially the big telephone companies focused only on urban centers, which they felt were more profitable. However, this mindset is gradually changing with the realization that there is equal, if not bigger money in rural areas.

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CDMA SUBSCRIBERS GROWTH RATE No of Subscribers Company Reliance

Percentage of

(in millions) March 2006 April 2006 18.307 18.809

Market Share

Service Areas

77.65%

20

TATA

4.851

5.323

21.98%

20

HFCl

0.062

0.062

0.26%

1

Shyam

0.027

0.028

0.11%

1

Total

69.19

72.12

100%

It is estimated that a one per cent increase in rural connectivity can generate 0.5 per cent economic growth. Thus a well-planned 10 per cent increase in rural connectivity can propel India into double-digit growth and unprecedented prosperity. 4.4. ECONOMIC BENEFITS OF MOBILE SERVICES IN INDIA According to a study conducted by the reputed international agency, Ovum on “The economic benefits of mobile services in India” the Indian mobile industry is a major contributor to the social and economic growth of the country, in of employment generation, revenues to the Government, GDP growth and rural development. Employment Because of the mobile industry about 3.6 million jobs could be generated directly or indirectly. Ovum has also estimated that employment dependent on the industry is expected to rise by at least 30% over the next 12 months. 50



Government Revenues The Government can generate Rs.145 billion per annum through License Fees, Spectrum Fees, Import Duties, Taxes, etc. from Mobile industry. GDP The mobile services industry can generate an annual GDP contribution of Rs. 313 billion. Rural Development Research shows that having access to telecommunications would substantially improve the social and economic conditions of people living in rural areas by improving access to family, education, health and financial services and by enabling the development of non-agricultural economic activity. Government has set a target of 20% for rural mobile coverage by the end of 2004 and 75% by the end of 2006. Taking the OVUM findings as the base, COAI has tried to estimate the benefits from mobile communications for the future years. The benefits listed by OVUM are for a subs base of 48 million in January 2005. Pro-rating the data on a simplistic estimate at a mobile subscriber base of 200 million in 2007, the industry would contribute 10 million jobs and Rs.500 billion annual revenue to the Government. 4.5. FUTURE OF MOBILE COMMUNICATION IN INDIA India initially started with GSM technology for mobile communication. Being a technology neutral country, India later allowed for CDMA technology also. Now 2.75G EDGE technologies has been implemented and used. BSNL has got license for bringing 3G into operation. Trials are being conducted for 3G implementation in the four metropolitan cities of India. Commercial 3G will be started by March 2007. 51



With the dwindling revenues of the operators from the data and voice there is a need to look at newer applications to fuel growth of the telcos.TV on Mobile has emerged as a solid and potent answer to this consumer yearning. South Korea, China, South Africa, Australia and Europe have seen this need and have acted upon the same by implementing TV on Mobile. India is around the corner for implementation of similar technology for the benefit of consumers, operators, content providers and Government. It promises to be a USD 1 billion industry by 2010, if roaps are created and implemented properly. 4.6. DETAILS ABOUT SERVICE PROVIDERS: 4.6.1. Aircel: Aircel is now a period part of Maxis, an international conglomerate and the leading cellular service provider in Malaysiya with over 7 million subscribers and a firm commitment to providing seamless connectivity ans superior technology to every customer. A recipient of multiplicity accolades, maxis has been deemed as the brand of the year 2006 in Malaysia. Aircel is rapidly spreading across the state of Tamilnadu with connectivity in 1000 towns and 11,000 villages, serving, serving over 50 lakh happy subscribers. Known for its superior tariff offering and cutting-edge technology, aircel has recently been honoured as the No.1 operator across a metor circles for customer satisfaction by Voice and Data magazine’s survey in 2006. Currently, aircel has a marked presence in the North and North East circles of the country including Rest of West Bengal, Orissa, Sikkim, Manipur, Jammu and Kashmir, Himachal Pradesh and Bihar.

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4.6.2. Bharti Airtel: Telecom giant Bharti Airtel is the flagship company of Bharti Enterprises. The Bharti Group has a diverse business portfolio and has created global brands in the telecommunication sector. Bharti has recently forayed into retail business as Bharti Retail Pvt. Ltd. under a MoU with Wal-Mart for the cash & carry business. It has successfully launched an international venture with EL Rothschild Group to export fresh agri products exclusively to markets in Europe and USA and has launched Bharti AXA Life Insurance Company Ltd under a t venture with AXA, world leader in financial protection and wealth management. Airtel comes to you from Bharti Airtel Limited, India’s largest integrated and the first private telecom services provider with a footprint in all the 23 telecom circles. Bharti Airtel since its inception has been at the forefront of technology and has steered the course of the telecom sector in the country with its world class products and services. The businesses at Bharti Airtel have been structured into three individual strategic business units (SBU’s) - Mobile Services, Airtel Telemedia Services & Enterprise Services. The mobile business provides mobile & fixed wireless services using GSM technology across 23 telecom circles while the Airtel Telemedia Services business offers broadband & telephone services in 94 cities. The Enterprise services provide end-to-end telecom solutions to corporate customers and national & international long distance services to carriers. All these services are provided under the Airtel brand. 4.6.3. BSNL Bharat Sanchar Nigam Ltd. formed in October, 2000, is World’s 7th largest Telecommunications Company providing comprehensive range of telecom services in India: Wireline, CDMA mobile, GSM Mobile, Internet, 53



Broadband, Carrier service, MPLS-VPN, VSAT, VolP services, IN Services etc. Within a span of five years it has become one of the largest public sector unit in India. BSNL has installed Quality Telecom Network in the country and now focusing on improving it, expanding the network, introducing new telecom services with ICT applications in villages and wining customer’s confidence. Today, it has about 47.3 million line basic telephone capacity, 4 million WLL capacity, 20.1 million GSM capacity, more than 37382 fixed exchanges, 18000 BTS, 287 Satellite Stations, 480196 Rkm of OFC Cable, 63730 Rkm of Microwave Network connecting 602 Districts, 7330 cities/towns and 5:5 Lakhs villages. BSNL is the only service provider, making focused efforts and planned initiatives to bridge the Rural-Urban Digital Divide ICT sector. Infact there is no telecom operator in the country to beat its reach with its wide network giving services in every nook and corner of country and operates across India except Delhi and Mumbai. Whether it is inaccessible areas of Siachen glacier and North-eastern region of the country. BSNL serves its customers with its wie bouquet of telecom services.

BSNL is number one operator of India in all

services in its license area. The company offers vide ranging and most transparent tariff schemes designed to suite every customer. BSNL cellular service, Cellone, has more than 17.8 million cellular customers, garnering 24 percent of all mobile s as its subscribers. That means that almost every fourth mobile in the country has a BSNL connection. In basic services, BSNL is miles ahead of its rivals, with 35.1 million basic phone subscribers, that is, 85 percent share of the subscriber base and 92 percent share in revenue . BSNL has more than 2.5 million WLL subscribers and 2.4 million internet customers who access internet through various modes namely, Dial-Up, Leased Line, DIAS, Less Internet (CLI). BSNL has been adjudged as the number one ISP in the country. 54



BSNL has set up a world class multi-gigabit, multi-protocol convergent IP infrastructure that provides convergent services like voice, data and video through the same Backbone and Broadband Access Network. At present there are 0.6 million Data One broadband customers. The company has vast experience in Planning, Installation, network integrating and maintenance of Switching and Transmission Networks and also has a world class ISO 9000 certified telecom training institute. Scaling new heights of success, the present turnover of BSNL is more than Rs.351,820 million (US $8 billion) with net profit to the tune of Rs.99,390 million (US $2.26 billion) for last financial year. The infrastructure asset on telephone alone is worth about Rs.630,000 million (US $14.37 billion). BSNL plans to expand its customer base from present 47 million lines to 125 million lines by December 2007 and infrastructure investment plan to the tune of Rs.733 crores (US $16.67 million). 4.6.4. RELIANCE The late Dhirubhai Ambani dreamt of a digital India – an India where the common man would have access to affordable means of information and communication. Dhirubhai, who single-handedly built India’s largest private sector company virtually from scratch, had stated as early as 1999:”Make the tools of information and communication available to people at an affordable cost. They will overcome the handicaps of illiteracy and lack of mobility”. It was with this belief in mind that Reliance Communications (formerly Reliance Infocomm) started laying 60,000 route kilometers of a pan-India fiber optic backbone. This backbone was commissioned on 28 December 2002, the auspicious occasion of Dhirubhai’s 70th birthday, though sadly after his unexpected demise on 6th July 2002.

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Reliance Communications has a reliable, high-capacity, integrated (both wireless and wireline) and convergent (voice, data and video) digital network. It is

capable

of

delivering

a

range

of

services

spanning

the

entire infocomm (information communication) value chain, including infrastructure and services – for enterprises as well as individuals, applications, and consulting. Today, Reliance Communications is revolutionizing the way India communicates and networks, truly bringing about a new way of life. 4.6.5. TATA TELESEVICES Tata Teleservices is part of the INR Rs.120000 Crore (US$ 29 billion) Tata Group, that has over 87 companies, over 330,000 employees and more than 2.8 million shareholders. With a committed investment of INR 36,000 Crore (US$ 7.5 billion) in Telecom (FY 2006), the group has a formidable presence across the telecom value chain. Starting with the major acquisition of Hughes Tele.com (India) Limited [now renamed Tata Teleservices (Maharastra) Limited] in December 2002 the company swung into an expansion mode. With the total investment of Rs.19,924 crore, Tata Teleservices has created a pan India presence spread across 20 circles that includes Andhra Pradesh, Chennai, Gujarat, Karnataka, Delhi, Maharastra, Mumbai, Tamil Nadu, Orissa, Bihar, Rajasthan, Punjab, Haryana, Himachal Pradesh, Uttar Pradesh (E), Uttar Pradesh (W), Kerala, Kolkata, Madhya Pradesh and West Bengal. Tata Teleservices has a strong workforce of 6000. In addition, TTSL has created more than 20,000 jobs, which will include 10,000 indirect jobs through outsourcing of its manpower needs.

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Today, Tata Teleservices Limited along with Tata Teleservices (Maharastra) Limited serves over 21 million customers in over 4000 towns. With an ambitious rollout plan both within existing circles and across new circles, Tata Teleservices offers world-class technology and -friendly services in 20 circles. 4.6.6. TTML ORGANIZATION Tata Teleservices Maharastra Limited (TTML) spearheads the Tata Group’s presence in the Indian telecom sector by being the premier telecommunication service provider, licensed, to provide services in Maharastra (including Mumbai) and Goa. Formerly Hughes Tele.com (India) ltd., the company was renamed to Tata Teleservices Maharashtra Ltd subsequent to the acquisition of 70.83% equity shareholding by TATA Group in December 2002. The company’s shares are traded on the Bombay Stock Exchange (BSE) and the National Stock Exchange (NSE). Tata communications Ltd. unites the industry and market expertise VSNL, VSNL international, Teleglobe, Tata Indicom Enterprise Business Unit, VGSL and CIPRIS to become the leading integrated provider of telecommunications solutions. The global reach and industry expertise of Tata communications drives and delivers a new world of communications. The company leverages its Tata Global Network, vertical intelligence and leadership immerging markets to deliver value-driven, globally managed solutions. 4.6.7. Vodafone: Vodafone, the world’s leading international mobile communications company, has fully arrived in India brand will be lunched in India from 21st September onwards. The popular and endearing brand, Hutch, will be transitioned to Vodafone across India. This marks a significant chapter in the 57



evolutic brand change over the next few weeks will be unveiled nationally through a high profile campaign covering all important media. Vodafone, the world’s leading mobile telecommunication company, completed the acquisition of Hutchison Essar in May 2007. Asim Ghosh, managing director, Vodafone Essar, said “We have had a great innings as Hutch in India and today marks a new begin that created Hutch, but an acceleration into the future with Vodafone’s global expertise..” the Vodafone mission is to be the communications leader in an increasingly connected world – enriching customers lives, helping increased by delivering their total communication needs. About Vodafone Essar Limited: Vodafone Essar in India is a subsidiary of Vodafone Group plc and commenced operations in 1994 when its predecessor Hutchison tele Vodafone essar now has operations in 16 circles covering 86% of India’s mobile customer base, with over 34.1 million customers. Over the year, Vodafone Essar, under the hutch brand, has been named the Most Respected Telecom Company, the Best Mobile sender effective r of the year. Vodafone is the world’s leading international mobile communications company. It now has operation network with over 200 million customers worldwide. Vodafone has partnered with the Essar Group as its principal t venture partner. The Essar Group is a diversified business corporation with interests spanning the manufacturing and service sectors like steel, energy, construction. The group has an asset base of over Rs.400 billion and employer over 20,000 people.

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4.7. CONCLUSION India has one of the world’s largest telecommunication network. The telecom story continues to be the best evidence of the efficacy of the reforms process. In just six years, the number of mobile subscribers has gone from just about one million to 100 million, a subscriber base that only four other countries China, the US, Japan and Russia can boast of. None can doubt the correlation between this explosive growth in numbers and the steep decline in the cost of the mobile phone and of its usage. Effective tariffs have dropped from over Rs.14 a minute to Re 1, bringing the phone within reach of people even below the middle-class. The Government may have, therefore, landed itself a winner in the mobile phone, but the task of taking telecom to the other 90 per cent of the population will call for even greater innovation in policymaking, technology and marketing. Still three-fourths of the land mass is not illuminated by a cellular signal and the price of the instrument is beyond the reach of a substantial section of the population let alone the charges for its use. These issues, of course, can be resolved by decisive policy action, such as a creative use of the Universal Services Obligation fund that now has over Rs.70 billion, releasing adequate spectrum to operators in the metros, and a proactive investment policy that invites many more equipment manufacturers to set up base in this country. The road for India achieving the top most position in telecommunication is no longer a dream as India is nearing China in all aspects in few years India will over power all countries and achieve its target of top most position in telecom industry.

59



CHAPTER V ANALYSIS AND INTERPRETATION 5.1. INTRODUCTION: This chapter is allocated for analysis and interpretation of data. The analysis of consumer satisfaction done by percentage analysis and chi-square test

TABLE NO.-1 CONSUMER PREFERENCE TOWARDS CELL PHONE SERVICE PROVIDERS NAME OF THE CELL PHONE SERVICE PROVIDER

NUMBER OF RESPONDENTS

PERCENTAGE OF RESPONDENTS

1 AIRCEL

23

22.12

2 AIRTEL

53

50.96

3 BSNL

4

3.85

4 RELIANCE

8

7.69

5 TATA INDICOM

3

2.88

6 VODAFONE

12

11.54

7 OTHERS TOTAL

0

0

104

100

S.NO

INFERENCE: Most of the respondents are using Airtel (50.96%) and 22.12% of respondents are using Aircel. Others are used different cell phone service providers.

60


61




TABLE NO: 2 Consumer’s preference towards cell phone service providers on the basis of age group UPTO 20 YEARS S.N O

1 2 3 4 5 6 7

NAME OF THE CELL PHONE SERVICE PROVIDER

AIRCEL AIRTEL BSNL RELIANCE TATA INDICOM VODAFONE OTHERS TOTAL

21 - 30 YEARS

31 - 40 YEARS

41 AMD ABOVE

TOTAL

NO. OF RESPONDENT S

PERCENTAG E OF RESPONDENT S

NO. OF RESPONDENT S


NO. OF RESPONDENT S


NO. OF RESPONDENT S


NO. OF RESPONDENT S

PERCENTAGE OF RESPONDENT S

5

20.00

12

18.75

4

80

2

20

23

22.11

15

60.00

33

51.56

1

20

4

40

53

50.96

1

4.00

2

3.13

0

0

1

10

4

3.84

0

0.00

5

7.81

0

0

3

30

8

7.69

0

0.00

3

4.69

0

0

0

0

3

2.88

4

16.00

9

12.50

0

0

0

0

13

12.50

0

0

0

0

0

0

0

0

0

0

25

100

64

100

5

100

10

100

104

100

INFERENCE:  Among respondents upto 20 years of age group, majority of them (i.e. 60%) are using airtel folllowed by aircel s(20%).  Consumers in the age group of 21 – 30 years 51% of respondents are mostly prefer airtel (ie 51%) and 18% of the respondents are using Aircel.  80% of customers are using Aircel, who are in the age group of 31 – 40 years.  41 and above – 40% of the respondents are using Airtel and 30% of respondents are using Reliance. 62


63




TABLE NO: 3 COMPOSITION OF RESPONDENTS ON THE BASIS OF MARITAL STATUS

S.NO

MARITAL STATUS



1

MARRIED

30

28.85

2

UNMARRIED

74

71.15

104

100

TOTAL

INFERENCE: The married respondents are using cell phones in 28.85%, but the unmarried respondents are using cell phones in 71%.

64


65




TABLE NO: 4 COMPOSITION OF RESPONDENTS ON THE BASIS OF EDUCATION QUALIFICATION

S.NO

EDUCATIONAL NUMBER OF QUALIFICATION RESPONDENTS


1

UP TO HSC

32

30.77

2

GRADUATION

65

62.50

3

PROFESSIONAL

7

6.73

4

OTHERS

0

0.00

104

100

TOTAL

INFERENCE: The majority of the respondents 62.50% (graduates) are using cell phones and 30.77% (upto HSC) respondents are using cell phones.

66


67




TABLE NO: 5 COMPOSITION OF RESPONDENTS ON THE BASIS OF OCCUPATION

S.NO

OCCUPATION



1

BUSINESS

16

15.38

2

PROFESSIONAL

2

1.92

3

EMPLOYEE

33

31.73

4

HOME MAKER

8

7.69

5

STUDENT

44

42.31

6

OTHERS

1

0.96

104

100

TOTAL

INFERENCE: The students are using cell phones in 42% and the employees are sing cell phones in 31.73% only.

68


69




TABLE NO: 6 COMPOSITION OF RESPONDENTS ON THE BASIS OF FAMILY INCOME (PER MONTH) NUMBER OF RESPONDENTS


32

30.77

48

46.15

12

11.54

ABOVE 15,000

12

11.54

TOTAL

104

100

FAMILY INCOME

S.NO

1 2 3 4

LESS THAN Rs.5,000 Rs.5,001 TO 10,000 Rs.10,001 TO 15,000

INFERENCE: 46% of respondents are get monthly income of Rs.5,000 – Rs.10,000, and 30% of respondents are get monthly income as less than Rs.5,000.

70


71




TABLE NO: 7 TABLE SHOWING VARIOUS FACTORS INDUCING TO PURCHASE THE CELL PHONES

S.NO

INFLUENCING FACTOR



1

FAMILY MEMBER

42

40.38

2

NEIGHBORS

2

1.92

3

RELATIONS

5

4.81

4

FRIENDS

39

37.50

5

MENT

4

3.85

6

DEALERS

6

5.77

7

OTHERS

6

5.77

TOTAL

104

100

INFERENCE: On the basis of purchasing the cell phones 40% of the respondents are inducing by family , and 5.77% of respondents are only inducing by dealers and others.

72


73




TABLE NO: 8 COMPOSITION OF RESPONDENTS ON THE BASIS OF PURPOSE OF PURCHASE OF THE CELL PHONES

S.NO

1 2

PURPOSE FOR BUSINESS FOR PERSONAL TOTAL



15

14.42

89

85.58

104

100

INFERENCE: 15% of respondents are using cell phones for their business, and 89% of respondents are using cell phones for their personal usage.

74


75




TABLE NO. : 9 Consumer’s preference towards cell phone service provider on the basis of scheme

Prepaid s. no

Service providers

No. of respondents

Post paid

Percentage of Respondents

No. of respondents

Total


No. of respondents


1.

Aircel

22

21.15

1

0.97

23

22.12

2.

Airtel

45

43.26

8

7.70

53

50.96

3.

BSNL

2

1.92

2

1.92

4

3.85

4.

Reliance

7

6.73

1

0.97

8

7.69

5.

Tata indicom

1

0.97

2

1.92

3

2.88

6.

Vodafone

9

8.65

4

3.85

13

12.50

7.

Others

0

0

0

0

0

0

104

100

Total

86

18

INFERENCE: In prepaid, majority of the respondents are using Airtel (43.26%), 21.15% of the respondents using Aircel, 1% of the respondents are only using Tata indicom. In post paid, majority of the respondents 7.70% are using Airtel, and 0.97% of respondents are using Reliance and Aircel. 76


77




TABLE NO: 10 COMPOSITION OF RESPONDENTS ON THE BASIS OF USEFULNESS OF CELL PHONES

S.NO

USAGE



1

INCOMING

18

17.31

2

OUTGOING

2

1.92

3

BOTH

78

75.00

4

SMS

6

5.77

104

100

TOTAL

INFERENCE: 75% of the respondents are using cell phones for incoming and outgoing, but 5.77% of respondents are only using cell phones for SMS.

78


79




TABLE NO: 11 TABLE SHOWING THE NUMBER OF RESPONDENTS ON THE BASIS OF AWARENESS OF VARIOUS SERVICES PROVIDED BY THE SERVICE PROVIDERS AWARE

S.NO

1 2 3

4

5

VARIOUS SERVICES

SCHEME OF INITIAL PURCHASE BALANCE OF TALK CHARGES PERIODICAL OFFERS CALL WAITING AND CALL DIVERTING OPTION MODES OF PAYMENT

NEUTRAL

UNAWARE

TOTAL

NO. OF RESPONDENTS


NO. OF RESPONDENTS


NO. OF RESPONDENTS


NO. OF RESPONDENTS


63

60.58

35

33.65

6

5.77

104

100

67

64.42

26

25.00

11

10.58

104

100

60

57.69

28

26.92

16

15.38

104

100

61

58.65

25

24.04

18

17.31

104

100

64

61.54

19

18.27

21

20.19

104

100

INFERENCE: 64% of respondents are awared about their talk charges, 57% of respondents are only awared about various period offers. 33% of respondents are less aware about their schemes and 18% of respondents are also less aware about their modes of payments. 20% of respondents are unawared about their modes of payment and 5.7% of respondents only unawared about their schemes.

80


81




TABLE NO: 12 INFLUENCING FACTORS TO PURCHASE THE CELL PHONE (ANOTHER VIEW)

S.NO

FACTORS

NUMBER OF RESPONDENT S


1

DEPOSIT AMOUNT

13

12.50

2

BRAND IMAGE

48

46.15

3

AVAILABILITY

11

10.58

8

7.69

17

16.35

7

6.73

104

100

4 5 6

CREDIT FACILITY FOR CONNECTION CUSTOMER CARE SERVICE SERVICE CHARGES TOTAL

INFERENCE: 48.15% of respondents are purchasing the particular service by its brand image, and 16.35% of respondents are choosing the particular service provider by their customer care service.

82


83




TABLE NO: 13 CONSUMER’S SATISFACTION LEVEL ON THE BASIS OF PRICE OF THE CELL PHONE PROVIDERS

S.NO


HIGHLY SATISFACTORY NO. OF RESPONDENTS

SATISFACTORY


NO. OF RESPONDENTS

NON-SATISFACTORY


NO. OF RESPONDENTS

TOTAL


1

AIRCEL

4

15.38

15

21.42

4

50.00

2

AIRTEL

18

69.23

35

50.00

0

0.00

3

BSNL

0

0.00

3

4.29

1

12.50

4

0

0.00

7

10.00

1

12.50

5

RELIANCE TATA INDICOM

0

0.00

3

4.29

0

0.00

6

VODAFONE

4

15.38

7

10.00

2

25.00

0 26

0.00 100

0 70

0.00 100

0 8

0.00 100

7

OTHERS TOTAL

NO. OF RESPONDENTS


23

22.12

53

50.96

4

3.85

8

7.69

3

2.88

13

12.50

0

0

104

100

INFERENCE: 69% of the resondnets are highly satisfied for the price of Airtel service provider and 15 % of respondents are only highly satisfied for the price of Aircel and Vodafone. 50% of the respondents are satisfied (average) for the price of the Airtel, and 4% of the respondents are satisfied (average) for the price of BSNL and Tata indicom. 50% of respondents are dissatisfied for the price of the Aircel, and no percentage of respondents for the price of Airtel and Tata indicom.

84


85




TABLE NO: 14 CONSUMER’S SATISFACTION LEVEL ON THE BASIS OF PERFORMANCE OF SERVICE PROVIDER

S.N O

NAME OF THE CELL PHONE SERVIC E PROVID ER

HIGHLY SATISFACTORY

SATISFACTORY

NO. OF RESPONDEN TS

PERCENTA GE OF RESPONDEN TS

NO. OF RESPONDEN TS

PERCENT AGE OF RESPOND ENTS

NO. OF RESPONDENT S


1

AIRCEL

5

16.67

16

26.67

2

20.00

2

AIRTEL

19

63.33

31

51.66

3

30.00

3

BSNL RELIANC E TATA INDICOM VODAFO NE

0

0.00

4

0.00

0

0.00

0

0.00

5

8.33

3

30.00

1

3.33

1

1.67

1

10.00

5

16.67

7

11.67

1

10.00

0 30

0.00 100

0 64

0 100

0 10

0.00 100

4 5 6 7

OTHERS TOTAL

TOTAL

NON-SATISFACTORY

NO. OF RESPONDEN TS


23

22.12

53

50.96

4

3.85

8

7.69

3

2.88

13

12.50

0

0

104

100

INFERENCE: 63% of respondents are highly satisfied for the performance of Airtel service Provider, and 3.33% of respondents are only highly satisfied for the performance of Tata indicom. 51.66% of respondents are satisfied (average) for the performance of Airtel service provider and 1.67 % of respondents only satisfied (average) for the Tata indicom service. No% of respondents are dissatisfied in BSNL service. 86


87




TABLE NO: 15 CONSUMER’S SATISFACTION LEVEL ON THE BASIS OF AFTER SALES SERVICE OF THE SERVICE PROVIDER NAME OF THE CELL PHONE SERVICE PROVIDER


SATISFACTORY


NO. OF RESPONDENTS

NON-SATISFACTORY


NO. OF RESPONDENTS


AIRCEL

6

14.28

14

31.11

3

17.65

AIRTEL

26

61.90

20

44.44

7

41.18

BSNL

1

2.38

2

4.44

1

5.88

RELIANCE

0

0.00

7

15.55

1

5.88

TATA INDICOM

1

2.38

0

0.00

2

11.76

VODAFONE

8

19.04

2

4.44

3

17.65

OTHERS TOTAL

0 42

0

0 45

0.00 100

0 17

0.00 100

100

TOTAL NO. OF RESPONDENTS


23

22.12

53

50.96

4

3.85

8

7.69

3

2.88

13

12.50

0

0

104

100

INFERENCE: Majority of the respondents (61.90%) are highly satisfied about after sales service and Airtel and no% of respondents are highly satisfied about the after sales service of Reliance. 44.44% and 31.11% of respondents are satisfied (average) about after sales service of Airtel and Aircel. 41% of respondents are dissatisfied about after sales service of Airtel and 5.8% of respondents are only dissatisfied about the after sales service of BSNL and Reliance.

88


89




TABLE NO: 16 CONSUMER’S SATISFACTION LEVEL ON THE BASIS OF SCHEMES AT THE TIME OF PURCHASING THE PARTICULAR CELL PHONE SERVICE PROVIDER

S.N O



1

AIRCEL

8

2

AIRTEL

16

3

BSNL

0

4

1

5

RELIANCE TATA INDICOM

6

VODAFONE

4

7

OTHERS TOTAL

0

0 30

SATISFACTORY

NON-SATISFACTORY

TOTAL


NO. OF RESPONDENTS


NO. OF RESPONDENTS


NO. OF RESPONDENTS


26.64

13

20.63

2

18.18

23

22.12

53.33

33

52.38

4

36.36

53

50.96

0.00

4

6.35

0

0.00

4

3.85

3.33

3

4.76

4

36.36

8

7.69

0.00

2

3.17

1

9.09

3

2.88

16.67

8

12.70

0

0.00

13

12.50

0.00

0

0.00

0

0.00

0

0

100

63

100

11

100

104

100

INFERENCE: 53.33% of respondents are highly satisfied about the schemes at the time of purchasing the Airtel and no% of respondents are highly satisfied about the schemes at the time of purchasing the BSNL and Tata indicom. 52.38% of the respondents are satisfied (average) about the schemes of the time of purchasing Airtel. And 3% of the respondents are only satisfied (average) about the schemes at the time of purchasing Tata indicom. No% of respondents are dissatisfied about the schemes at the time of purchasing of BSNL and Vodafone and 36% of respondents are dissatisfied at the time of purchasing the Airtel. 90


91




TABLE NO: 17 CONSUMER’S SATISFACTION LEVEL THE BASIS OF PERIODICAL OFFERS PROVIDED BY THE SERVICE PROVIDERS NAME OF THE CELL PHONE SERVICE PROVIDER

S.N O

1

AIRCEL

2

AIRTEL

3

BSNL

4

RELIANCE TATA INDICOM VODAFON E

5 6 7

HIGHLY SATISFACTORY PERCENTAGE NO. OF OF RESPONDENT RESPONDENT S S

OTHERS TOTAL

SATISFACTORY PERCENTAGE NO. OF OF RESPONDENT RESPONDENT S S

NON-SATISFACTORY PERCENTAGE NO. OF OF RESPONDENT RESPONDENT S S

TOTAL NO. OF RESPONDENT S


7

25.00

12

26.67

4

12.90

23

22.12

14

50.00

25

55.56

14

45.16

53

50.96

3

10.71

0

0.00

1

3.23

4

3.85

2

7.14

3

6.67

3

9.68

8

7.69

0

0.00

1

2.22

2

6.45

3

2.88

3

10.34

3

6.67

7

22.58

13

12.50

0

0.00

0

0.00

0

0.00

0

0

29

100

44

100

31

100

104

100

INFERENCE: On the basis of periodical offers 50% of Airtel respondents are highly satisfied, and no percentage of respondents are highly satisfied in Tata indicom. 55% of the respondents are satisfied (average) of the Airtel’s periodical offers. 45% of the respondents are dissatisfied of the Airtel’s periodical offers and 3% of respondents are only dissatisfied about the BSNL’s periodical offers.

92


93




TABLE NO: 18 CONSUMER’S SATISFACTION LEVEL ON THE BASIS OF OUTGOING CALL CHARGES OF SERVICE PROVIDERS

S.N O

NAME OF THE CELL PHONE SERVICE PROVIDE R

HIGHLY SATISFACTORY NO. OF RESPONDENT S

1

AIRCEL

8

2

AIRTEL

15

3

BSNL

1

4

RELIANCE

2

5

TATA INDICOM

0

6

VODAFON E

5

7

OTHERS TOTAL

0 31

SATISFACTORY

TOTAL

NON-SATISFACTORY


NO. OF RESPONDENT S


NO. OF RESPONDENT S


NO. OF RESPONDENT S


25.81

9

20.00

6

21.43

23

22.12

48.39

27

60.00

11

39.29

53

50.96

3.23

1

2.22

2

7.14

4

3.85

6.45

2

4.44

4

14.29

8

7.69

0.00

1

2.22

2

7.14

3

2.88

16.12

5

11.11

3

10.71

13

12.50

0.00

0

0.00

0

0.00

0

0

100

45

100

28

100

104

100

INFERENCE: On the basis of outging call charges, 48% of Airtel respondents are highly satisfied and no% of respondents are satisfied for the outgoing call charges and Tata indicom. 60% of respondents are satisfied (average) about the outgoing call charges of airtel and 2% of respondents only satisfied (average) in BSNL and Tata indicom’s outgoing call charges. 39.2% of respondents are dissatisfied about the outgoing call charges of Airtel, 7% of the respondents are only dissatisfied about the outgoing call charges of BSNL and Tata indicom. 94


68




TABLE NO: 18 CONSUMER’S ATTITUDE TOWARDS THE IMPORTANCE OF CELL PHONES

S.NO



1 NECESSITY

67

64.42

2 STATUS

16

15.38

3 LUXURY

9

8.65

4 COMPULSION

12

11.54

104

100

NATURE

TOTAL

INFERENCE: 67% of the respondents are states that cell phones are necessity, and 9% of respondents are only states that cell phones are luxury.

69


70




CALCULATION OF SATISFACTORY SCORES The

Respondents were asked to state their level of

Satisfaction relating to some factors. Based on their responses the satisfaction score obtained by each respondent was found out. Points or scores were allocated based on the response. For each of the factor three levels of satisfaction were assigned namely high, medium and low. For high satisfied three points were given, for satisfied two and for not satisfied one point was given. The total scores secured by each respondent was thus arrived at. All the hundred respondents were classified based on their level of satisfaction. Those who have obtained up to 20 points were classified under low satisfaction category, Respondents with 21 – 30 points were classified under medium satisfaction category and those with more than 30 points were classified under high satisfaction category.

NUMBER OF RESPONDENTS AND LEVEL OF SATISFACTION LEVEL OF SATISFACTION

NO. OF RESPONDENTS

HIGH SATISFACTION

33

MEDIUM SATISFACTION

50

LOW SATISFACTION

17

TOTAL

100

71



CHI-SQUARE TEST Chi-square test is one of the simplest and most widely used nonparametric tests in statistical work. This test was first used by Karl Pearson in the year 1900. The quantity describes the magnitude of the discrepancy between theory and observation.

It is a method to test the relationship between the theoretical (hypothesis) & the observed value.

Chi – square test (X2) = ∑ (O – E)2 / E Degrees Of Freedom = V = (R – 1) (C -1) Were, ‘O’ = Observed Frequency ‘E’ = Expected Frequency ‘R’ = Number of Rows ‘C’ = Number of Columns

For all the chi-square test the table value has taken @ 5% level of significance.

72



TABLE NO. 5.1 CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN AGE AND SATISFACTION WITH REGARDING THE CELL PHONE SERVICE PROVIDER AGE UPTO 20 21 - 30 31 - 40 ABOVE 40 TOTAL

H O:

LEVEL OF SATISFACTION HIGH MODERATE LOW 2 22 1 15 36 13 0 5 0 1 6 3 18 69 17

TOTAL 25 64 5 10 104

There is no significant relationship between age and level of satisfaction.

H1:

There is significant relationship between age and level of satisfaction O 2 15 0 1 22 36 5 6 1 13 0 3

E 4.50 11.52 0.90 1.80 17.25 44.16 3.45 6.90 4.25 10.88 0.85 1.70

O-E -2.50 3.48 -0.90 -0.80 4.75 -8.16 1.55 -0.90 -3.25 2.12 -0.85 1.30 TOTAL

73

(O-E)2 6.25 12.11 0.81 0.64 22.56 66.59 2.40 0.81 10.56 4.49 0.72 1.69

(O-E)2/E 1.39 1.05 0.90 0.36 1.31 1.51 0.70 0.12 2.49 0.41 0.85 0.99 11.07


X2 = ∑ (O-E)2 / E =


11.07

Number of degree of freedom: ndf

= (row-1) (column –1) (3) =

(2)

6

Table value of x2 at 5% level of significant = 12.59 Conclusion:

HO is accepted since the calculated value of x2 (11.07) less than the table value of x2 (12.59) hence there is no significant relationship between level of satisfaction and age.

74



TABLE NO. 5.2 CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN GENDER AND SATISFACTION WITH REGARDING THE CELL PHONE SERVICE PROVIDER LEVEL OF SATISFACTION GENDER

TOTAL

HIGH

MODERATE

LOW

MALE

11

42

13

66

FEMALE

7

27

4

38

TOTAL

18

69

17

104

HO: There is no significant relationship between gender and level of satisfaction. H1:

There is significant relationship between gender and level of satisfaction

O 11

E

O-E

(O-E)2

(O-E)2/E

11.88

-0.88

0.77

0.07

7

6.84

0.16

0.03

0.00

42

45.54

-3.54

12.53

0.28

27

26.22

0.78

0.61

0.02

13

11.22

1.78

3.17

0.28

4

6.46

-2.46

6.05

0.94

TOTAL

1.59

75


X2 = ∑ (O-E)2 / E =


1.59


= (row-1) (column –1) (1) =

(2)

2


HO is accepted since the calculated value of x2 (1.59) less than the table value of x2 (5.99) hence there is no significant relationship between level of satisfaction and gender.

76



TABLE NO. 5.3 CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN MARITAL STATUS AND SATISFACTION WITH REGARDING THE CELL PHONE SERVICE PROVIDER

LEVEL OF SATISFACTION

MARITAL STATUS

TOTAL

HIGH

MODERATE

LOW

MARRIED

7

17

6

30

UNMARRIED

11

52

11

74

TOTAL

18

69

17

104

HO: There is no significant relationship between marital status and level of satisfaction. H1: There is significant relationship between marital status and level of satisfaction

O 7

E

O-E

(O-E)2

(O-E)2/E

5.40

1.60

2.56

0.47

11

13.32

-2.32

5.38

0.40

17

20.70

-3.70

13.69

0.66

52

51.06

0.94

0.88

0.02

6

5.10

0.90

0.81

0.16

11

12.58

-1.58

2.50

0.20

TOTAL

1.91

77


X2 = ∑ (O-E)2 / E =


1.91


= (row-1) (column –1) (1) =

(2)

2


HO is accepted since the calculated value of x2 (1.91) less than the table value of x2 (5.99) hence there is no significant relationship between level of satisfaction and marital status.

78



TABLE NO. 5.4 CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN EDUCATIONAL QUALIFICATION AND SATISFACTION WITH REGARDING THE CELL PHONE SERVICE PROVIDER

EDUCATIONAL QUALIFICATION UP TO HSC GRADUATE PROFESSIONAL OTHERS TOTAL


TOTAL 28 51 11 14 104

HO: There is no significant relationship between educational qualification and level of satisfaction. H1:

There is significant relationship between educational

qualification and level of satisfaction O 6 9 2 1 4 6 1 6 18 36 8 7

E 5.04 9.18 1.98 2.52 4.76 8.67 1.87 2.38 19.32 35.19 7.59 9.66

O-E 0.96 -0.18 0.02 -1.52 -0.76 -2.67 -0.87 3.62 -1.32 0.81 0.41 -2.66 TOTAL

79

(O-E)2 0.92 0.03 0.00 2.31 0.58 7.13 0.76 13.10 1.74 0.66 0.17 7.08

(O-E)2/E 0.18 0.00 0.00 0.92 0.12 0.82 0.40 5.51 0.09 0.02 0.02 0.73 8.09


X2 = ∑ (O-E)2 / E =


8.09


= (row-1) (column –1) (3) =

(2)

6


HO is accepted since the calculated value of x2 (8.09) less than the table value of x2 (12.59) hence there is no significant relationship between level of satisfaction and educational qualification.

80



TABLE NO. 5.5 CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN OCCUPATION AND SATISFACTION WITH REGARDING THE CELL PHONE SERVICE PROVIDER LEVEL OF SATISFACTION HIGH MODERATE LOW 3 9 4 0 2 0 5 20 8 2 5 1 8 32 4 0 1 0 18 69 17

OCCUPATION BUSINESS PROFESSIONAL EMPLOYEE HOME MAKER STUDENT OTHERS TOTAL

TOTAL 16 2 33 8 44 1 104

HO: There is no significant relationship between occupation and level of satisfaction. H1:

There is significant relationship between occupation

and level of satisfaction O 3 0 5 2 8 9 2 20 5 32 4 0 8 1 4

E 2.88 0.36 5.94 1.44 7.92 11.04 1.38 22.77 5.52 30.36 2.72 0.34 5.61 1.36 7.48

O-E 0.12 -0.36 -0.94 0.56 0.08 -2.04 0.62 -2.77 -0.52 1.64 1.28 -0.34 2.39 -0.36 -3.48 TOTAL

X2 = ∑ (O-E)2 / E =

3.82 81

(O-E)2 0.01 0.13 0.88 0.31 0.01 4.16 0.38 7.67 0.27 2.69 1.64 0.12 5.71 0.13 12.11

(O-E)2/E 0.01 0.36 0.15 0.22 0.00 0.38 0.28 0.34 0.05 0.09 0.60 0.34 1.02 0.10 1.62 3.82




= (row-1) (column –1) (5) =

(2)

10


HO is accepted since the calculated value of x2 (3.82) less than the table value of x2 (18.30) hence there is no significant relationship between level of satisfaction and occupation.

82



TABLE NO. 5.6 CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN MONTHLY INCOME AND SATISFACTION WITH REGARDING THE CELL PHONE SERVICE PROVIDER

MONTHLY INCOME LESS THAN Rs.5000 Rs.5001 TO 10000 Rs.10001 TO 15000 ABOVE 15000 TOTAL


TOTAL 32 48 12 12 104

HO: There is no significant relationship between monthly income and level of satisfaction. H1:

There is significant relationship between monthly income

and level of satisfaction

O 4 12 1 1 27 27 10 5 1 9 1 6

E 5.76 8.64 2.16 2.16 22.08 33.12 8.28 8.28 5.44 8.16 2.04 2.04

O-E -1.76 3.36 -1.16 -1.16 4.92 -6.12 1.72 -3.28 -4.44 0.84 -1.04 3.96 TOTAL

X2 = ∑ (O-E)2 / E =

11.21 83

(O-E)2 3.10 11.29 1.35 1.35 24.21 37.45 2.96 10.76 19.71 0.71 1.08 15.68

(O-E)2/E 0.54 1.31 0.62 0.62 1.10 1.13 0.36 1.30 3.62 0.09 0.53 7.69 11.21




= (row-1) (column –1) (3) =

(2)

6


HO is accepted since the calculated value of x2 (11.21) less than the table value of x2 (12.59) hence there is no significant relationship between level of satisfaction and monthly income.

84



TABLE NO. 5.7 CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN SERVICE PROVIDERS AND SATISFACTION

SERVICE PROVIDERS AIRCEL AIRTEL BSNL RELIANCE TATA INDICOM VODAFONE OTHERS TOTAL

LEVEL OF SATISFACTION HIGH MODERATE LOW 3 18 2 12 36 5 0 3 1 0 4 4 0 1 2 3 6 3 0 1 0 18 69 17

HO: There is no significant relationship between service providers and level of satisfaction. H1:

There is significant relationship between service providers

and level of satisfaction O 3 12 0 0 0 3 0 18 36 3 4 1 6 1 2 5 1 4 2 3 0

E 4.14 9.54 0.72 1.44 0.54 2.16 0.18 15.87 36.57 2.76 5.52 2.07 8.28 0.69 3.91 9.01 0.68 1.36 0.51 2.04 0.17

X2 = ∑ (O-E)2 / E =

(O-E)2 1.30 6.05 0.52 2.07 0.29 0.71 0.03 4.54 0.32 0.06 2.31 1.14 5.20 0.10 3.65 16.08 0.10 6.97 2.22 0.92 0.03

O-E -1.14 2.46 -0.72 -1.44 -0.54 0.84 -0.18 2.13 -0.57 0.24 -1.52 -1.07 -2.28 0.31 -1.91 -4.01 0.32 2.64 1.49 0.96 -0.17 TOTAL

8.76 85

(O-E)2/E 0.31 0.63 0.72 1.44 0.54 0.33 0.00 0.29 0.01 0.02 0.42 0.55 0.63 0.00 0.93 1.78 0.15 5.12 4.35 0.45 0.00 8.76

TOTAL 23 53 4 8 3 12 1 104




= (row-1) (column –1) (6) =

(2)

12


HO is accepted since the calculated value of x2 (8.76) less than the table value of x2 (21.06) hence there is no significant relationship between level of satisfaction and service provider.

86



TABLE NO. 5.8 CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN USE OF CELL PHONE AND SATISFACTION LEVEL OF SATISFACTION PURPOSE

TOTAL HIGH

MODERATE

LOW

3

7

5

15

15

62

12

89

18

69

17

104

BUSINESS PERSONAL TOTAL

HO: There is no significant relationship between use of cell phone and level of satisfaction. H1:

There is significant relationship between use of cell phone


O 3 15 7 62 5 12

E

O-E

(O-E)2

(O-E)2/E

2.70

0.30

0.09

0.03

16.02

-1.02

1.04

0.06

10.35

-3.35

11.22

1.08

61.41

0.59

0.35

0.01

2.55

2.45

6.00

2.35

15.13

-3.13

9.80

0.65

TOTAL

4.19

87


X2 = ∑ (O-E)2 / E =


4.19


= (row-1) (column –1) (1) =

(2)

2


HO is accepted since the calculated value of x2 (4.19) less than the table value of x2 (5.99) hence there is no significant relationship between level of satisfaction and use of cell phone.

88



TABLE NO. 5.9 CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN USE OF CELL PHONE AND SATISFACTION

LEVEL OF SATISFACTION

TYPE OF CONNECTION

TOTAL

HIGH

MODERATE

LOW

POST PAID

4

14

8

26

PREPAID

14

55

9

78

TOTAL

18

69

17

104

HO: There is no significant relationship between type of connection and level of satisfaction. H1:

There is significant relationship between type of connection


O

E

O-E

(O-E)2

(O-E)2/E

4

4.68

-0.68

0.46

0.10

14

14.04

-0.04

0.00

0.00

14

17.94

-3.94

15.52

0.87

55

53.82

1.18

1.39

0.03

8

4.42

3.58

12.82

2.90

9

13.26

-4.26

18.15

1.37

TOTAL

5.26

89


X2 = ∑ (O-E)2 / E =


5.26


= (row-1) (column –1) (1) =

(2)

2


HO is accepted since the calculated value of x2 (5.26) less than the table value of x2 (5.99) hence there is no significant relationship between level of satisfaction and type of connection.

90



CHAPTER VI FINDINGS, SUGGESTIONS AND CONCLUSION INTRODUCTION: This chapter is allocated to express the findings and conclusions in this study. Statistical tools are applied to analyze the data. It includes the result of each and every tables, charts and tests. FINDINGS FROM PERCENTAGE ANALYSIS: → On the basis of consumer preference, majority of the peoples are preferred Airtel. → On the basis of age group, most of the respondents (60%), are using Airtel, who are in the category of upto 20 years. → On the basis of marital status mostly unmarried respondents are using cell phones than married respondents. → On the basis of educational qualification, most of the graduates are using cell phones. → On the basis of occupation, the students are only used cell phones in more level. → On the basis of family income, 30% of the respondents are using cell phones, who are all get family income of less than Rs.5,000. → Majority of the peoples are buy the cell phones by influencing their family . 91



→ 3.8% of respondents are only influenced by ments. → Majority of the peoples are using cell phones for personal usage. → Majority of the peoples are using prepaid scheme. → Majority of the peoples are using cell phones for both incoming and outgoing. → Less than 20% of the peoples are only less awarred about services provided by the services provider. → Majority of the peoples are seeking brand image, for their service provider. → Majority of the respondents are highly satisfied about the price of Airtel. → No peoples are highly satisfied about the price of BSNL, Reliance, Tata indicom. → No peoples are dissatisfied about the price of the Airtel. → On the basis of performance, no peoples are highly satisfied in BSNL, Reliance. → No peoples are dissatisfied about the performance of BSNL service provider. → On the basis of after sales service, the majority of the respondents are highly satisfied in Airtel.

92



→ No peoples are highly satisfied about the after sales service of BSNL. → Minority (5%) people are only dissatisfied about the after sales services of BSNL and Reliance. → On the basis of schemes at the time of the service, 55% of peoples are highly satisfied. → On the basis of periodical offers, majority of the peoples highly satisfied in Airtel. → On the basis of outgoing call charges, majority of people are highly satisfied in Airtel. → No people are highly satisfied about the outgoing call charges of Tata indicome. → On the basis of consumer’s attitude, majority of the people are states that cell phones are necessity to all. → 8% of the respondents are only states that cell phones are luxury. FINDING FROM CHI-SQUARE TEST:  Chi-square test reveals that there is no significant relationship between satisfaction level and age.  Chi-square test shows that there is no significant relationship between satisfaction level and gender.

93



 Chi-square test indicates that there is no significant relationship between the marital status and level of satisfaction.  Chi-square test showing that there is no significant relationship between education and level of satisfaction.  Chi-square test reveals that there is no significant relationship between occupation and level of satisfaction.  Chi-square test shows that there is no significant relationship between monthly income and level of satisfaction. 

Chi-square test indicate that there is no significant relationship between service provider and satisfaction level.

 Chi-square test shows that there is no significant relationship between the type of connection and level of satisfaction.

SUGGESTIONS: æBSNL, Tata indicom should try to expand their customer’s network. æReliance, and Tata indicom should try to attract the young peoples. (upto 20 years) æAirtel should try to attract old peoples also.

94



æAll the service providers are made good ments for their service. Because, ments are take little part for influencing the consumers. æAll the service providers are try to increase post paid s. æ75% of the peoples are unaware about the various services rendered by their service provider. So the service providers try to make awareness of their customers services to their customers. æBSNL, Reliance, Tata indicom should attract the customers by reducing their price. æBSNL, Reliance customers are highly dissatisfied about the performance of the service provider. So they should try to add some advanced features towards their services. æAircel should try to increase their after sales services. æAirtel should decreased their dissatisfied customers by providing good after sales services. æTata indicom should give periodical offers to their customers. æTata indicome should decrease their outgoing call charges.

95



CONCLUSION: This is an information era significance of information cannot be over emphasized. This study attempts to find out the satisfaction of consumer regarding cell phone service providers. This decade, most of the peoples using cell phones. So, service providers are increasing in more level. So service provider are should over come another one’s competition. So, it leads to adding new features, schemes, periodical offers to their service. So, the consumers get maximum benefit from their service provider. Now-a-days, cell phones are very necessity to all. Because, it is give safety to the men and women also. And no person are feel cell phones are luxury one. So most of the persons are also should preferred these cell phones to their children.

96



BIBLIOGRAPHY

BOOKS: MARKETING MANAGEMENT

-

V.S. Ramaswamy, S.Namakumari

RESEARCH METHODOLOGY

-

C.R.Kothari

OPERATION RESEARCH

-

Vittal

INTERNET SOURCE: www.mrvfonv.com

97



“A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES”

QUESTIONNAIRE

1.

Name

:

2.

Sex

:

a. Male

b. Female

3.

Age

:

a. Up to 20 yrs

b.21-30 yrs

4.

Marital Status

:

a. Married

b. Unmarried

5.

Educational Qualification a.Up to Hs

b.

Graduation

c. Professional

d. Others _____________________________________(Pls Specify) 6.

7.

Occupation

:

a. Business

b. Professional

c. Employee

d. Home maker

e. Student

f. Others

Family income (P/m)

:

a. Less than Rs.5, 000/- b. Rs. 5,000/- to 10,000/c. Rs. 10,000/- to 15,000/-

d. Above Rs. 15, 000/98


8.


Which cell phone (Service Provider) do you possess ? a. Aircel

b. Airtel

c. BSNL

d. Reliance

e. TATA Indicom f. Vodafone g. Others 9.

Who influenced you to by the particular cell phone service

provider ? a. Family Member b. Neighbours c. Relations f. Dealers 10.

g. Others

b. For personal

Which type of scheme is most preferable by you ? a. Period

12.

e. ment

Why do you buy the cell phones ? a. For business

11.

d. Friends

b. Postpaid

If you have postpaid / prepaid connection mention scheme Name &

Monthly rental charges ? ______________________________________________________ 13.

Are you used Cell Phone (Service Provider) mainly for a. Incoming b. Outgoing

c. Both

99

d. SMS Messaging


14.


Are you aware of the following details relating in your

connection ? (Pre / Postpaid connection) S. No

Aware

Neutral

Unaware

a. Scheme b. Balance of Talk charges c. Periodical offers d. Call waiting & Call Diverting option e. Modes of payment

15. Are you influenced by the following factors relating in your connection ? S. No

Aware

a. Monthly rental charges b. Charges for cell phones to land lines c. Signal of tower Networking d. Cost of scheme e. Incoming (in days) 100

Neutral

Unaware



f. Number of outgoings calls g. Outgoings call charges

16.

What factor influenced you to decide your Cell Phones service ?

a.

Deposit amount

b.

Brand Image

c.

Availability

d.

Credit facility for your connection

e.

Customer care service

f.

Service charges

17. Satisfaction about the particular cell phone service provider ?

Highly Satisfacotry a. Price b. Performance c. Capacity d. After sales service e. Easy Process 101

Satisfactory

NonSatisfacotry



f. Schemes g. Various Facilities h. Periodical Offers i. Modes of Payment j.

Out

going

call

Charges

18.

Do you face any difficulty in your cell phone connection ? a. Yes

19.

b. No

If yes, please point out the problem ? a. Coverage d. Network busy

20.

b. Service

c. Clarity

d. Others

You consider mobile as a a. Necessity

b. Status

c. Luxury

d. Compulsion 21.

What is your valuable suggestion / opinion about your cell

phone service provider ?

102

A Study Of Consumer’s Preference And Satisfaction Towards Various Cell Phone Service Provides 3b4h5k

Overview 26281t

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