A PROJECT REPORT ON “CUSTOMER SATISFACTION” SATISFACTION” (with references references of idea serices! S"#$itted in the %artia& f"&fi&&$ent of the re'"ire$ent of The deree of )AC*E+OR OF )USINESS A,MINISTRATION (-../0.1-!
2UI,E, )34
SU)MITTE, SU)MI TTE, )34
Mr5 6i7ra$ Cho"dhar8 )) A ( *O,! ,ronachar8a co&&ee of ed"cation
Aniti7a 7atoch ))A0Fina& 8ear Ro&&no09:9:
,RONAC*AR3A CO++E2E OF E,UCATION AFF+IATE, AFF+IATE, TO *IMAC*A+ PRA,ES* UNI6ERSIT3; S*IM+A (*5P!
1
IN,E< C*APTER 01
INTRODUCTION CUSTOMER SATISFACTION MEASUREMENT METHODLOGIES IMPROVING CUSTOMER SATISFACTION CUSTOMER SATISFACTION SURVEYS BENEFITS AND CHALLENGES
C*APTER 0
RESEARCH METHODLOGY METHODS OF RESEARCH NEEDS OF THE STUDY OBJECTIVES OF THE STUDY LIMITATIONS OF THE STUDY
C*APTER 0=
COMPANY PROFILE PRODUCT PROFILE
C*APTER 0>
DATA ANALYSIS INTERPRETATION
FINDINGS & SUGEESTIONS
C*APTER 09
• •
BIBLOGRAPHY QUESTIONNAIRE
2
IN,E< C*APTER 01
INTRODUCTION CUSTOMER SATISFACTION MEASUREMENT METHODLOGIES IMPROVING CUSTOMER SATISFACTION CUSTOMER SATISFACTION SURVEYS BENEFITS AND CHALLENGES
C*APTER 0
RESEARCH METHODLOGY METHODS OF RESEARCH NEEDS OF THE STUDY OBJECTIVES OF THE STUDY LIMITATIONS OF THE STUDY
C*APTER 0=
COMPANY PROFILE PRODUCT PROFILE
C*APTER 0>
DATA ANALYSIS INTERPRETATION
FINDINGS & SUGEESTIONS
C*APTER 09
• •
BIBLOGRAPHY QUESTIONNAIRE
2
3
INTRO,UCTION ?h8 Orani@ations Foc"s on C"sto$er Satisfaction
Businesses Businesses monitor monitor customer customer satisfact satisfaction ion in order to determine determine how to increase increase their customer customer base, customer loyalty, revenue, profits, market share and survival. Although greater profit is the primary driver, exemplary businesses focus on the customer and hisher experience with the organi!ation. "hey work to make their customers happy and see customer satisfaction as the key to survival and profit. #ustomer satisfaction in turn hinges on the $uality and effects of their experiences and the goods or services they receive. C"sto$er Satisfaction
"he definition of customer satisfaction has been widely debated as organi!ations increasingly attempt to measure it. #ustomer satisfaction can be experienced in a variety of situations and connected to both goods and services. %t is a highly personal assessment that is greatly affected by customer expectations. &atisfaction also is based on the customer's experience of both contact with the organi!ation (the )moment of truth* as it is called in business literature+ and personal outcomes. &ome researchers define a satisfied customer within the private sector as )one who receives significant added value* to hisher bottom linea definition that may apply -ust as well to public services. #ustomer satisfaction differs depending on the situation and the product or service. A customer may be satisfied with a product or service, an experience, a purchase decision, a salesperson, store, service provider, or an attribute or any of these. &ome researchers completely avoid )satis )satisfac factio tion* n* as a measur measureme ement nt ob-ect ob-ective ive because because it is )too )too fu!!y fu!!y an idea idea to serve serve as a meaning meaningful ful benchmark.* %nstead, they focus on the customer's cu stomer's entire experience with an organi!ation or service contact and the detailed assessment of that experience. /or example, example, reporti reporting ng methods methods developed developed for for health care patient patient survey surveyss often often ask customers customers to rate their providers and experiences in response to detailed $uestions such as, )0ow well did your physicians keep you informed* "hese surveys provide )actionable* data that reveal obvious steps for improvement. #ustomer satisfaction is a highly personal assessment that is greatly influenced by individual expectations
&ome definitions are based on the observation that customer satisfaction or dissatisfaction results from either the confirmation or disconfirmation of individual expectations regarding a service or product. "o avoid difficulties stemming from the kaleidoscope of customer expectations and differences, some experts urge companies to )concentrate on a goal that's more closely linked to customer e$uity.* %nstead of asking whethe whetherr custom customers ers are satisf satisfied ied,, they encour encourage age compani companies es to determ determine ine how custom customers ers hold hold them accountable #ustomer satisfaction, a business term, is a measure of how products and services supplied by a company meet or surpass customer expectation. %t is seen as a key performance indicator within business #ustom #ustomer er satisfac satisfactio tion n depends depends on the produc product' t'ss perform performanc ancee relati relative ve to a buyer' buyer'ss expectat expectation ion,, the customer customer is dissatisfied. dissatisfied. %f preference preference matches expectations, expectations, the customer customer is satisfied satisfied.. %f preference preference is exceeds expectation, the customer is highly satisfied or delighted outstanding marketing insurance companies go out of their way to keep their customer customer satisfied. satisfied. &atisfied &atisfied customers customers make repeat purchases insurance insurance products and tell other about their good experiences with the product. "he key is to match customer expectations with company performance. &mart insurance company's aim to delight customers by promising only what they can deliver, then then delivering more than the promise. #onsumers usually usually face a broad array of products and services that might satisfy a given need. 0ow do they choose among these many marketing makers offers #onsumers make choices based on their perception of the value and satisfaction that that various products and services deliver. #ustomer value is the difference between the values the customer gains from owning and using a product and the costs of obtaining the products customers from expectations about the value of various marketing offers offers and buy accordingly accordingly.. 0ow do buyers from their their expectations expectations #ustomer #ustomer expectations expectations are based based on past buying experiences, the opinion of friends and marketer and competitor information and promises. #ustomer satisfaction with a purchase depends on how well the product's performance lives up to the customers' customers' expectations expectations.. #ustomer #ustomer satisfaction satisfaction is a key influence influence on future future buying behaviour. behaviour. &atisfied &atisfied customers buy again and tell others about their good experiences diessatisfied customer's of ten switches to competitors competitors and disparage disparage the products products to others.
An insurance insurance provider open only to active duty, duty, retired retired
and separated military members and their immediate families and therefore not included in the rankings, achieved a satisfaction ranking e$ual to that any insurance company.
%n general, customer satisfaction with auto insurance providers decreased significantly, with 24 of the 21 companies surveyed decreasing in satisfaction from the previous year. %nsurance is the only carrier that did not experience a decline in satisfaction. "hough consumers report their insurance carriers are resolving their claims and problems faster. Businesses survive because they have customers who are willing to buy their products or services. 0owever, many businesses fails to )check in* with their customers to determine whether they are happy or not and what it will make to make or keep them happy. According to 5.& consumers' affairs department, it costs five times more to gain a new customer than to retain an existing one. 6ther studies have repeated that with -ust a five percent increase in #ustomer retention's a firm can raise its profitability customers spend salary at first, but with succeeding years of good experience, they will spend increasingly more. 7epending on the industry and the nature of the bad experience, dissatisfied customers will complain to 14 to 24 friends and ac$uaintances, which is three times more than those with good experiences are. 0ence, the negative information is influential, and consumers generally place significant weight on it when making a decision. %f that is not the reason enough, fierce competitor is needed more and more to differentiate firms from one another. 8ith technology available to virtually every one today, the traditional features and cost advantages are no longer relevant. &till product and service $uality provides an enormous opportunity to distinguish a firm from the rest. "he 9apanese have recogni!ed this and have though us to expect $uality. "oday's consumers do, and they know more about products and services than they ever did. #ustomers are the best source of information. 8hether to improve an existing product or service or whether firms are planning to launch something new. "here is no substitution for )getting it from horse's mouth* 8hen you talk to your customer directly, to increase your odds for achieving success you )mistake proof* your decisions and work on what really matters. 8hen you routinely ask the customers for feedback and involve them in business they, in turn, become committed to the success of your business.
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C"sto$er Satisfaction Meas"re$ent A basic and effective base line customer satisfaction survey program should focus on measuring customer perceptions of how will the company delivers on the critical success factors and dimensions of the business as defined by the customers; For ea$%&e4 • • • •
&ervice
"he findings of the company performance should be analy!ed both with all customers and by key segments of the customer population. "he essential starting point for #ustomer &atisfaction >easurement (#>&+ is exploratory research. &ince satisfaction is about an organi!ation's ability. "o meet customer re$uirement one has to start by clarifying with customers exactly what those re$uirements are. "his is done through exploratory research using focus groups or one to one depth interviews. "wo main factors determine the accuracy of #>&. "he first is the asking the right $uestion and the second is the asking them to the right people sample of customers which accurately reflects the customer base. "hree things decide the accuracy of a sample. "hey are; •
%t must be representative.
•
%t must be randomly selected.
•
%t must be ade$uate enough.
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Meas"rin c"sto$er satisfaction 6rgani!ations need to retain existing customers while targeting noncustomers. >easuring customer satisfaction provides an indication of how successful the organi!ation is at providing products andor services to the marketplace. #ustomer satisfaction is an abstract concept and the actual manifestation of the state of satisfaction will vary from person to person and productservice to productservice. "he state of satisfaction depends on a number of both psychological and physical variables which correlate with satisfaction behaviors such as return and recommend rate. "he level of satisfaction can also vary depending on other factors the customer, such as other products against which the customer can compare the organi!ation@s products. 8ork done by
American #ustomer &atisfaction %ndex (A#&%+ is a scientific standard of customer satisfaction. Academic research has shown that the national A#&% score is a strong predictor of Iross 7omestic
D
%n addition to $uarterly reports, the A#&% methodology can be applied to private sector companies and government agencies in order to improve loyalty and purchase intent. "wo companies have been licensed to apply the methodology of the A#&% for both the private and public sector; #/% Iroup, %nc. applies the methodology of the A#&% offline, and /oresee =esults applies the A#&% to websites and other online initiatives. A&#% scores have also been calculated by independent researchers, for example, for the mobile phones sector, higher education, and electronic mail. The Kano moe! "# a $heo% o' (%o)*$ e+e!o(men$ an *)#$ome% #a$"#'a*$"on e+e!o(e "n $he ,-./# 0 P%o'e##o% No%"a1" Kano $ha$ *!a##"2e# *)#$ome% (%e'e%en*e# "n$o 2+e *a$e3o%"e#4 A$$%a*$"+e5 One6D"men#"ona!5 M)#$6Be5 In"7e%en$5 Re+e%#e8 The Kano moe! o7e%# #ome "n#"3h$ "n$o $he (%o)*$ a$$%"0)$e# 9h"*h a%e (e%*e"+e $o 0e "m(o%$an$ $o *)#$ome%#8 Kano a!#o (%o)*e a me$hoo!o3 'o% ma(("n3 *on#)me% %e#(on#e# $o :)e#$"onna"%e# on$o h"# moe!8 SERVQUAL o% RATER "# a #e%+"*e6:)a!"$ '%ame9o%1 $ha$ ha# 0een "n*o%(o%a$e "n$o *)#$ome%6#a$"#'a*$"on #)%+e# ;e8385 $he %e+"#e No%9e3"an C)#$ome% Sa$"#'a*$"on Ba%ome$e%< $o "n"*a$e $he 3a( 0e$9een *)#$ome% e=(e*$a$"on# an e=(e%"en*e8
9.7.
C
I$%roin C"sto$er Satisfaction odel. "%#&& &ervice Guality >odel uses the <@s
C"sto$er Satisfaction S"re8s4 &urveys and $uestionnaires are the most common marketing research methods. "ypically, they are used to; Assess the level of customer satisfaction with a particular product, service or experience
%dentify factors that contribute to customer satisfaction and dissatisfactionM
7etermine the current status or situation of a product or serviceM
#ompare and rank providersM
Estimate the distribution of characteristics in a potential customer populationM or
0elp establish customer service standards.
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)enefits and Cha&&enes4 &urveys allow an organi!ation to $uickly capture vital information with relatively little expense and effort. A primary advantage of this method is its directness; )the purpose is clear and the responses straightforward.* Additionally, the information gathered by surveys can easily be analy!ed and used to identify trends over time. "he public views consumer product polls and pollsters in a generally positive manner compared to political and other polls. 6ne study found that at least sixty percent of the public feels that market research about products and services has a positive impact on society. &eventy percent consider the people who conduct such surveys to have positive impacts on society. A ma-or disadvantage of customer surveys is that the responses may be influenced by the measurement itself through various forms of bias. /or example, most surveys are voluntary, and some researchers have found differences between survey respondents and nonrespondents.
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12
MET*O, OF RESEARC* S"re8 $ethod4
A &urvey is a complete operation, which re$uires some technical knowledge &urvey methods are mostly personal in character. &urveys are best suited for getting primary data. the research obtains information from the respondents by interviewing them. Sa$%&in4 %t is not always necessary to collect data from whole universe. A small representative sample
may serve the purpose. A sample means a small group taken in a large lot. "his small group taken in a large lot ."his small group should be emanative cross section and really )representative* in character. "his selection process in calls sampling. Sa$%&e si@e4 &les are devices for learning about large masses by observing a few individuals. "he
selected sample is 144. Methods of Sa$%&in Rando$ sa$%&e $ethod4
"he method adop4ted here is random sampling method. A =andom sample is one where each item in th3e universe has as an e$ual chance of known opportunity of being selected. Research Instr"$ent B"estionnaire4
A $uestionnaire is a carefully complied logical se$uence of $uestrions directed to a define ob-ective. %t is the outline of what information
is re$uired and the framework on which the data is built
upon. Guestionnaire is commonly used in securing marker information that its preparation deserves utmost skill and care.
13
Co&&ection of data4 6ne of the important tools for conduction market research is that availability of necessary and useful data. 7ate collection is more of an art than a science. "he methods of marketing research are in a way the methods of data collection. "he sources of information fall under two categories. %nternal sources; Every company has to keep certain records such as accounts, reports etc. these records provide sample information which an organi!ation usually keeps collection in its working. External sources; 8hen internal records are insufficient and re$uired information is not available, the organi!ation will have to depend on external sources. 6f data are. a! Pri$ar8 data4
"he data collected for a purpose in original and for the first time is known as primary data. "he researches collect this data to study a particular problem. 0ere the primary data is data collected through $uestionnaire by directly meeting the customers #! Secondar8 ,ata4
"he data,
which is collected from the published sources i.e., not originally collected of the first
rime is called secondary data. 0ere the secondary data is data collected from the company's brochures, pamphlets, catalogues and the website.
1
NEE, FOR T*E STU,3 #ustomer satisfaction survey is a systematic process for collecting consumer data, analy!ing this data to make it into actionable information, driving the results throughout an organi!ation and implementing satisfaction survey is a management information system that continuously captures the voice of the customer through the assessment of performance from the customers' point of view.
O)JECTI6ES OF STU,3 "he setting of ob-ective is the corer stone of a systematic study. "he study will be fruitful one when the basis laid down is a concrete one they represent the desired solution to the problem and help in proper utili!ation of opportunities. O#ecties4
"he ob-ectives of the research are; 1+ "o find out which sales promotion tools will increase the sales 2+ "o know the features that attracts the customer to subscribe to %dea cellular. 3+ "o know the level of satisfaction of customers towards )%dea #ellular &ervices*.
1
+i$itations of the st"d8
1+ "ime factor was the main limitation for the study as the pro-ect was restricted to small period. 2+ "he research was limited only to the 0yderabad city so the result can't be generali!ed to the whole market. 3+ "he sample taken for research was concerned only for 144 customers rather than millions of customers scattered around the world. + &ince the pro-ect has to be completed within a short period of time the information collected could be biased. + &ome of the premium segments could not be met due to time lack and by not obtaining prior appointment due to tight schedule of the respondents.
1:
COMPAN3 PROFI+E 1?
%dea #ellular, called Birla "ata A"N" before being renamed in >ay 2442, is %ndia's leading cellular services provider. %t was set up in 9anuary 2441 following the merger of "ata #ellular and Birla A"N" #ommunication. %n /ebruary 2441, %dea #ellular ac$uired =adhya aharashtra, Iu-arat, Andhra adhya aharashtra and Ioa, and Andhra
"he government of %ndia recogni!es that the provision of a worldclass telecommunications infrastructure and information is the key to rapid economic and social development of country. %t is the critical not only for the development of the information technology, but also has wide spread ramifications on the entire economy of the country. %t is also anticipated that going forward, a ma-or part of I7< of the country would be contributed by this sector. Accordingly, it is of vital importance to the country that there be a comprehensive and forward looking telecommunications policy that creates an enabling frame work for development of this industry.
"he %ndian government when considered the introduction of cellular services in to the country made a land mark decision to the %ntroduce the I&> standard, leapfrogging obsolete technologies. Although cellular licenses were made technology neutral in &eptember 1CCC, all the private operators are offering only I&> services. "he first metro cellular network started operating inn August 1CC in #alcutta. "he industry already has 2 networks, covering more than :44 towns and ? cities and several thousand villages and servicing more than 3 million subscribers all over the country. 1D
#ellular telephony is still growing at a rate 4L annually in even the developed nations, with technology up gradation. #ellular services are mow becoming popular in %ndia. "elecom density is only 2per 144, which is less than that of china (.per 144+ and the world average (14 per 144+. #ellular penetration is currently low at 4.1L compared to china (1.1L+ and >alaysia (2L+ "o improve penetration will simply an investment of over =&
:44 billion in the next years. By the year 2444, the industry had already
%nvested in excess of =s.14 billion and it is estimated that the financial commitment of the industry over the next years till 244 will be approximately =s. 244billon. As per the growth trends, #6A% envisages a subscriber base of 4 million by 244.
I,EA CO6ERA2E4
%dea gives you coverage like no other mobile service can. #overing 23 7istricts and 12 towns in Andhra ancherial (via 8arangal+. Besides, we assure first time connection, no call drops enhofree speech, better voice clarity and no congestion of cellular traffic. astly, with a base of over 144 franchisees in the state dedicated to customer care and interaction, it's no wonder that service offered by %dea in like no other.
PRO,UCT PROFI+E
1C
%dea #ellular offers a wide range of cellular services and products. %ts post paid and prepaid services are supported by a variety of package plain to suit the needs of different customers. "he company also offers a variety of value added services. "hese are; M0 co"%on4
Electronic discount coupons that customers can get on their mobile while they shop. 6oice co"rier4
%dea subscribers can send messages in their own voice to select I&> subscribers all across the country and to any land line or cellular subscriber in the 5& and #anada at a fraction of &"7 and %&7 rates M0chat4
An instant messaging service that enables subscribers to chat with their friends in >&K, Qahoo and %&G from %dea mobile (using the &>& feature+. %dea's mchat enables subscribers to chat with all the three chat rooms, >&K, Qahoo and %&G, without having to tag along a laptop or computer with net connection. SMS in nine ernac"&ar &an"aes4
0indi, Iua-arati, >arathi, Bengali , "elugu , "amil , >alayalam, Jannada and
%dea 7elhi was the first mobile phone operator to launch I<=& services in 7elhi. %t's 3Icompatible networks support Ieneral ultimedia >essaging service (>>&+. %dea is among the pioneers in providing >>&. "his innovation in mobile communication provides the subscriber the ability to communicate in voice or text with full colour images. 8ith the introduction of I<=& on its network, %dea also supports the use of the I<=& phone as a modem, providing busy laptop armed executives the opportunity to log in wirelessly while on the move.
I,EA ROAMIN24
24
"he world is indeed becoming a smaller placeM thanks to globali!ation and free economies and people's increasing love of travelling. And thank to Iod for cellular telephony's greatest boon; =6A>%KI. Be it your next town supplier of your acrossthe state sales forceM wish to breakfast over with a &ingapore dealer or -ust en-oy ondon's fall with your cousinsM
%7EA'& roaming services take care of all your
)communication on the move* needs. After all %dea understands your need to A8AQ& /EE A" 06>E, no matter where you are. &o, =6A> with %dea. /riendly Kational %nternational Qour smile is worth it. Friend&8 Roa$in4
%dea offers you a very lucrative assortment of; friendly states* where you can roam and use our cellular services in the following cities covered for your interests;1+ >aharashtraIoa 2+ Iu-arat 3+ >adhya aharashtra Ioa, >adhya adhya adhya adhya
#ountry road . . . take me home, to the place % belong . . . thus sang 9ohn 7enver in one of his famous songs )#ountry =oad*. And %dea takes it upon itself to ensure that our country's scattered geographies never fail to catch our network coverage, so wherever you travel in %ndia, an %dea network is always within reach.
?or&d Roa$4
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8ith %dea 8orld =oam services, you can be close to home even when you're globetrotting. 8ith one of the finest roaming footprints in 5&A and most I&> countries in Europe, /ar East Asia and #entral Asia. Qou are assured of the most comprehensive coverage around the globe, with over ?2 cellular service providers covering 3 countries.
Ca&& Manae$ent Serices4
8hat is technology without a bit of spice "hat's precisely why %dea thinks it right to bring to you a nice little consortium of features .8hich really make cellular life so comfortable =anging from #aller ine %dentity
#%< identifies the caller by displaying the number of the caller on the handset. "his allows you the benefit of accepting or re-ecting the callM although, at times #aller ine %dentification may not appear due to technical problems in the originating network. CA++ *O+,DCA++ ?AIT4
"his feature allows you to receive or make another call, while you are already busy with a call, without disconnecting it. Qou can receive or make a second call, by putting the first call on hold. Qou are billed for both the calls. Qou can activate call waiting by using the menu of your cell phone. CA++ ,I6ERTS4
"his feature enables you to divert an incoming call to a landline number within your city or a cell phone within the %dea network.
CA++ CONFERENCE4
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"his feature allows you to have a teleconference with up to five people at the same time, no matter where you are. "he hand set should support this feature. Qou can conference with either cell or landline phones. All the calls in the conference are chargeable. "his feature needs to be supported by the handset.
S*ORT MESSA2IN2 SER6ICES4
"his feature allows you to send and receive messages, to and from, respectivelyM almost all national cellular operators. &>& allows you access to Se%+"*e# !"1e %e*e"+"n3 #$o*1 :)o$e#5 ho%o#*o(e#5 >o1e#5 me##a3e#5 ema"!5 ne9#5 an man o$he%#8 I$ *ome# a# an "n60)"!$ 'ea$)%e $o a!! Iea #)0#*%"0e%#8 %dea offers an array of services that help you manage your calls better. /rom caller
%dentification to #all 8aiting, from #all 7ivert to #all #onference, %dea redefines convenience. >ost of this feature are optional and can be availed of on re$uest and carry a nominal subscription charge. "o activate any feature, call our #ustomer #are or visit any %dea Pn' 5 showroom.
ITEMISE, )I++IN24
"his feature gives you the details of all calls made and received, &>& sent during a month. Qour monthly bill, therefore, will carry the details of the number calledreceived, time and date of the call, duration, amount charged, number to which the &>& had been sent, etc. "his feature is given by default, and can be deactivated on re$uest .
*ow to re$ote re0chare4 "here are two ways you can recharge. 23
1+ /rom >obile
•
7ial 2222
•
#hoose the language O /or English 1M 0indi 2M
•
#hoose the potion O Balance 1M =echarge 2M
•
#hoose the option 2
•
&ystem asks for Foucher Kumber
•
Enter the 13 digit <%K #ode printed in the =echarge #oupon
•
"he system reconfirms the <%K #ode entered
2+ /rom andline • • • • • •
7ial CDD142222 Enter the mobile number as per system re$uest "he system will prompt for <%K number &ystem asks for Foucher Kumber Enter the 13 digit <%K #ode printed in the =echarge #oupon "he system reconfirms the <%K #ode entered
PREPAI,4
A
credit balance on the subscription keeps reducing in real time against usage. Qou will need to buy a propaid card, which may or may not have a preloaded calling value. %f there is no default preloaded calling value, then you will need to buy a recharge coupon to add calling value to your account. "hese recharge coupons are available in different denominations. Every recharge coupon has a pre defined calling value and a validity period. "his means that you need to use the entire amount of your coupon within a certain time limit. %n case you exceed the time limit or the coupon value, your number will be deactivated till such time as you r enew your coupon. Qou will be given grace period beyond this time limit to recharge your account, %f the account is not recharged within the grace period, the prepaid subscription is permanently deactivated and the balance, if any, is forfeited. 6nce the grace period is expired, the prepaid subscription gets permanently deactivated. %n this case, you will need to buy a new prepaid card and gets a new cellular number as the old number can no longer be allotted.
Pre%aid Rechare Co"%ons >=< Falue (=s.+
"alk time (=s.+
Falidity 2
14
:.44
4 7ays
24
1.2
4 7ays
34
2.4
4 7ays
4
.44
ife long
111
111
ife long
222
222
ife long
333
333
ife long
ife long
1444
1444
ife long
O"toin rates4
ocal; %dea to %dea
; 34pmin
%dea to other mobile
; :4pmin
and line
; =s 1.44min
&"7
; =s. 1.44min 2:
%&7
;5&A, #AKA7A, E5=6
I5/ AK7 =E&" 6/ "0E 86=7;
=s. 1.44min
&>& A.<
1paiesa
6utside A.<
:4paiesa
%nternational
=s. 1.44
+ife&on 6a&idit8 Rechare 6o"cher4
>=<; =s.4 "alk "ime; =s.4
Falidity; 5nlimited
"ariff on recharge; ocal >2>>2 calls
; :4.44 paiesa
&"7 calls
; =s. 1.44 min
&>& charges ; =s. 12 for ocal Kational %nternational =espectively.
POSTPAI,4
A postpaid subscription is also called a billing subscription. %n this type of a connection, you can avail of the cellular connection first and pay for the usage at the end of the month. "o avail this type of connection, you will be re$uired to submit a signed #ustomer &ervice Agreement (#&A+ from along with certain specified documents like proof of address, proof of income, etc. Qour connection will be activated post the payment of the onetime charge or activation fee, a refundable deposit and verification of the re$uisite 2?
documents. 6n consistent and regular payment and high usage patterns, you could win yourself the opportunity to en-oy exclusive loyalty and fre$uent user facilities provided by %dea #ellular. "o avail of a postpaid connection, you will be re$uired to arrange for the following documents; card will be activated on completion of all formalities.
Post0%aid Chares Kame of the plan
&>E1C
&>E1CC
&>E2C
>AI%# 3C
>onthly =ental
=e.1C
=e.1CC
=e.2C
3C
/ree "alktime&>&
K%
144 ocalKational >ins free
:44ocal >obile free
>ins
244ocal
&>&
144 ocalKational &>& free
2D
1444 ocal >ins free
>obile
244ocal &>& free
free #5I
/ree
/ree
#5I "op of =e.C for #5I /ree
#5I "op of for #5I /ree
4p
4p
4p
34p
4p
4p
4p
34p
4p
4p
=e.1
=e.1
"o %dea
?p
4p
1.44
4.?
"o other mobile
?p
4p
1.44
1.44
"o andline
?p
4p
1.44
1.44
%&7
&tandard
&tandard
&tandard
&tandard
=e.1
=e.1
=e.1
=e.1
6ther =e.1
=e.1
=e.1
=e.1
ocal %dea%dea %dea to >obile
ocal
%dea to andline &"7
Kational "ariff
=oaming
ocal %dea 6utgoing ocal 6utgoing
&"7 %dea 6utgoing
=s.1.
=s.1.
=s.1.
=s.1.
&"7 other outgoing
=s.1.
=s.1.
=s.1.
=s.1.
All %ncoming
=e.1
=e.1
=e.1
=e.1
ocal
4p
4p
4p
4p
Kational
4p
4p
4p
4p
%&7
=s.
=s.
=s.
=s.
&>&
)i&& Pa8$ent
2C
=e.C
%dea gives you the convenient option of making your bill payment either by cash, local che$ue77<6%nternet or #redit #ard.
Sa&es %ro$otion4 &ales promotion consists of a diverse collection of incentive tools, mostly short term, designed to stimulate $uicker or greater purchase of particular products or services by consumers or the trade .&ales promotion is a key ingredient in marketing campaigns.
34
8hereas advertising offers a reason to buy, sales promotion offers an incentive to buy. &ales promotion includes tools for consumer promotion- samples, coupons, cash refund offers, price offs, premiums, prices, point of purchase displays and demonstrationM Trade promotion – prices off, advertising and display allowances, and free goodsM and business and sales for promotion – trade shows and conventions, contests for sales reps and specialty advertising.
Factors that contri#"te to the ra%id rowth of sa&es %ro$otion4 Interna& Factors4
"he number of brands as increasedM competitors use promotions fre$uently, many brands are seen as similar; consumers are more priceorientedM the trade has demanded more deals from manufacturesM and advertising efficiency has declined because of raising costs, media clutter and legal restraints. 1! Co$$"nication4 "hey gain attention and usually provide information that may lead the consumer to the
product. -! Incentie4 "hey incorporate some concession, inducement or contribution that gives value to the
consumer. %ncentivetype promotions are given to attract new tiers, to reward loyal customers and to increase the repurchase rates of occasional users. =! Initation4 "hey include a distinct invitation to engage in the transaction now. #ompanies
use
sales
promotion tools to draw a stronger and $uicker buyer response. &ales promotion can be used for short run effects such as to dramati!e product offers and boost sagging sales.
Maor decisions in sa&es %ro$otion4
%n using sales promotion the following decisions are to be taken; •
Establish ob-ectives
•
&elect the sales promotion tools
•
7evelop the program 31
•
•
%mplement and control the program
•
Evaluate the results
MAE ?A3 FOR AN I,EA5 IT ?I++ C*AN2E 3OUR +IFE5 Born 6f %ntelligence bred on convenience that's %dea #hit #hat for you. 6ur prepaid cellular service delivers superior calling and value added capabilities. 6n the strength of our stateoftheart %K"E%IEK" &Q&"E>. And when it comes to you from the world leader in telecommunications, rest assuredM %7EA will change your life. "he %dea #hit #hat is a rechargeable &%> card easily available across a host of dealer and retail outlets all over your city. "he &"A="E= and )complimentary* airtime with a limited expire period, before which you will need to )top up* your #hit #hat account with )sufficient talk time value* by buying =E#0A=IE F65#0E=& of variable denominations and =E#0A=I%KI them on your &%> card account. All %dea #hit #hat cards are e$uipped with formidable features like short >essage &ervices (&>&+, Kational =oaming, #aller ine %dentification
32
14 The $o#i&e serice s"#scri#ed #8 the res%ondents Ta#&e 14
33
res%ondents
& l. n o
>obile Ko. of service responde nts
1
%dea
3
3
2
Airtel
1
1
3
Fodafo ne
1
1
=elian ce
14
14
#ell one
14
14
:
"ata docom o
1
1
"otal
144
Mo#i&e serice s"#scri#ed #8 the
/ ? / @? @/ ,? ,/ ? /
3
144
Inference4
3CL respondents of %dea, 1:L respondents of Airtel,1:L respondents of Fodafone.CL
respondents of =eliance, 24L respondents of #ell /rom this we come to know that largest segment of respondents are of idea then comes #ell one, Airtel and Fodafone.
-4 The ce&&"&ar s"#scri#ers %referrin the t8%e of serice Ta#&e -4 &l. no
"ype of
Ko. of
service
respondents
1
2C
2C
2
?1
?1
"otal
144
144
Ce&&"&ar s"#scri#ers %referrin the T8%e of serice ./ / / ?/ , P%e Pa"
/
@ Po#$ Pa"
/ @/ ,/ / No8 o' %e#(onen$#
Pe%*en$a3e
Inference4
2CL respondents of %dea are using pre paid 3
?1L respondents of %dea are using post paid /rom this we can conclude that most of the respondents of %dea prefer postpaid service than to pre paid
=4 The %re%aid res%ondents "sin the rechare co"%on Ta#&e = &l. Ko
"ype of recharge Ko of
1
=s.14D
11
11
2
=s.32
3
=s.4
14
14
=s.14D4
1
1
=s.324
C
C
"otal
144
144
Usae of Rechare co"%ons / ?/ / / No o' %e#(onen$#
@/
Pe%*en$a3e
,/ /
3:
Inference4 11L respondents prefer =s. 14D recharge coupon, L respondents prefer =s.32 recharge
coupon, 14L respondents prefer =s.4 recharge coupon, 1L respondents prefer =s.14D4 recharge coupon, CL respondents prefer =s. 324 recharge coupon. /rom this we conclude that most of the respondents prefer the =s. 32 recharge coupon.
MO,E OF A?ARENESS >4 Thro"h which $edia res%ondents ca$e to 7now a#o"t Idea5 Ta#&e > &l. Ko
"ype of media
Ko. of respondents
1
"elevision
23
23
2
edia
23
23
3
/riends=elatives
3?
3?
0oardings
?
?
6ther
14
14
"otal
144
144
T8%e of Media
3?
/ ? / @? @/ ,? ,/ ? /
Inference4
No8 o' %e#(onen$# Pe%*en$a3e
23L respondents came to know through television, 23L respondents came to know through
print media, 3?L respondents came to know through friends relatives, ?L respondents came to know through hoardings,14Lrespondents came to know through others. /rom this it is clear that most of the respondents came to know about idea through friends relatives.
94 The feat"res that attract an Idea card %"rchase5 Ta#&e 9
&l.n o
/eatures
Ko of
1
>ost friendly affordable plans
2
Best network
$uality 12
31
3
8idest coverage in 24 A.<
1
Brand loyalty
4
4
"otal
3C
144
N ?
1D
3D
Feat"res that attract Idea card %"rchase
/ ?/ / No o' %e#(onen$#
/
Pe%*en$a3e @/ ,/ / Mo#$ '%"en! &
Inference4
a7o%a0!e (!an#
1DL respondents are attracted towards %dea's most friendly Naffordable plans. 31L
respondents are attracted towards %dea's best $uality network.1L respondents are attracted towards %dea's widest coverage in A.<.1L respondents are attracted towards %dea's brand loyalty.
:4 The feat"res that need i$%roe$ent . Ta#&e :
&l. Ko
/eatures
Ko. respondents
1
&ervice
1
of
1
3C
2
"ransparency billing
in 2
2
3
#all clarity
24
24
6ther
2
2
"otal
144
144
Feat"res need to I$%roe ? / ? / @? @/ ,? ,/ ? /
No8 o' %e#(onen$# Pe%*en$a3e
Inference4 1L respondents say service need improvement.2L responden ts say more transparency in
billing should maintained.24L respondents say call clarity need improvement.2L respondents say other features need improvement. /rom this we conclude that most of the respondents need improvement in service.
4 The sa&es %ro$otion too&s5 Ta#&e 4
&l. Ko
&ales tool
1
Extra talk time
3D
3D
2
#ustomi!ed recharge C facility
C
3
/ree incoming for 3D more than 1 month
3D
6ther
1
1
"otal
144
144
Sa&es Pro$otion too&s B/ A? A/ @? @/ ,? ,/ ? / No8 o' %e#(onen$# Pe%*en$a3e
Inference4 3DL respondents suggested for extra talk time.CL respondents suggested for customi!ed
recharge facility.3DL respondents suggested for free incoming for more than 1 month.1L respondents gave other suggestions for sales promotion. /rom this we can say that respondents prefer extra talk time and free incoming for more than 1 month as good sales promotional tools.
G4 The feat"res that $a7e idea ce&&"&ar the $ost %referred5 Ta#&e G4
&l. Ko
/eatures
Ko of 1
respondents 1
8idest coverage in A<
1
3C
2
Brand loyalty
4
4
3
>ost Economical and friendly packages
11
2C
Best $uality and extensive network
13
32
"otal
3C
144
Feat"res of Idea Ce&&"&ar %referred
B? B/ A? A/ @? @/ ,? ,/ ? / No o' %e#(onen$# Pe%*en$a3e
Inference4
3CL respondents suggested for extra talk time.2CL respondents suggested for customi!ed
recharge facility.32L respondents suggested for free incoming for more than 1 month.1L respondents gave other suggestions for sales promotion.
2
/4 The ratins the res%ondents ae for “Idea Ce&&"&ar” serices5 Ta#&e /
&l. Ko
=atings
Ko of respondents
1
Excellent
1?
3
2
Iood
12
3
3
&atisfactory
14
22
4
4
"otal
3C
144
Ratins of Idea Ce&&"&ar Serices ?/ ? / ? / @?
No o' %e#(onen$#
@/
Pe%*en$a3e
,? ,/ ? / E=*e!!en$
Goo Sa$"#'a*$o% Poo%
Inference4
3L respondents rated an excellent. 3L respondents rated as good. 22L respondents rated satisfactory.
3
1. 4 The o%inions of res%ondents towards the IdeaHs recent&8 &a"nched rechare co"%on 9.D0 Rs 1..D05 Ta#&e 1.
&i. Ko
=atings
Ko respondents
of
1
Excellent
C
1D
2
Iood
24
3C
3
&atisfactory
1:
3:
3
?
"otal
C
144
O%inion of Res%ondents ? / ? / @?
No o' %e#(onen$#
@/
Pe%*en$a3e
,? ,/ ? / E=*e!!en$
Goo Sa$"#'a*$o% Poo%
%nference4 1DL respondents rated as excellent.3CL respondents rated as good.3:L respondents rated as satisfactory.?L respondents rated as not exciting.
114 The o%inions of the res%ondents reardin +ife&on inco$in5 Ta#&e 11
&i .Ko
=esponse
Ko. of
1
Qes
:
:
2
Ko
144
144
O%enin reardin &ife&on inco$in / ?/ / Ye#
/
No @/ ,/ / No8 o' Re#(onen$#
Pe%*en$a3e
Inference4
L respondents are ready to subscribe the lifelong plan L respondents do not want to subscribe because they make more outgoing call rates less
1-4 The ae ro"% of the res%ondents Ta#&e 1-
&i .no
Age group
Ko. of respondents
1
12
31
31
2
2:3
1
1
3
3:
31
31
: and above
144
144
Ae 2ro"% of Res%ondents / ?/ / / @/
No8 o' %e#(onen$# Pe%*en$a3e
,/ /
Inference4 31L respondents are in the age group of 12 years.1L respondents are in the age group of 2:
3 years.1L respondents are in the age group of 3: years.L respondents are in the age group of:and above2 years
:
1=4 The occ"%ation of res%ondents5 Ta#&e 1=
&i. no
6ccupation
Ko. of =espondents
1
Business
3C
3C
2
Employee
3
3
3
&tudent
13
13
11
11
6thers
3
3
"otal
144
144
Occ"%ation of Res%ondents ? / ? / @? @/ ,? ,/
No8 o' Re#(onen$# Pe%*en$a3e
? /
Inference4 3CL respoCndetns are businessmen53L respoCndetns are employees.13L respoCndetns are
students.11L respoCndetns are professionals.3L respoCndetns are other.
?
1>4 The inco$e ro"% of the res%ondents Ta#&e 1> &l .no
%ncome group
Ko .of respondents
1
ess than 444
2
2
2
44414444
3
144441444
1?
1?
1444 and above
13
13
"otal
144
144
Inco$e 2ro"% of Res%ondents ?/ ? / ? / @?
No 8o' %e#(onen$#
@/
Pe%*en$a3e
,? ,/ ? / Le## $han ?///
,////6,?///
Inference4
2L respondents are in the income group of less than =s.444 L respondents are in the income group of =s. 44414444. 1?L respondents are in the income group of =s. 144441444. 13L respondents ate in the income group of =s 1444 and above. D
C
FIN,IN2S 1. >ost of the respondents of %dea prefer postpaid service than to pre paid 2. >ost of the respondents came to know about idea through friends relatives. 3. Kearly 4 percent of respondents are attracted towards %dea's widest coverage and the remaining 4 percent towards other features. . >ost of the respondents need improvement in service . >ore respondents prefer sports person to film star as brand ambassador :.L respondents are ready to subscribe the lifelong plan
4
SU2ESSTIONS
1.
#ustomers want the company to take feedback regarding services and inform the about new tariff
plan charges 2.
%dea should change pulse rate from 1 minute to 1 seconds
3.
#ustomers want more improvement in service.
.
)%dea #ellular* should give more advertisement through "elevision and should place more hoarding and billboards. Kewspapers and should pace more hoarding and billboards.
.
%dea must make clear the conditions applicable with lifelong %ncoming plan.
:.
%dea should give extra talk time and reduce rental charges.
?.
#all clarity should be improved.
D.
#ustomers have suggested for customi!ed recharge facility
C.
>any customers have suggested of free &>& service and free outgoing calls within the #5I.
14.
"he package design is not communicative and eye catching, so package designs and colour has to blend harmoniously to make the package communicative.
11.
Ketwork should be expanded to rural areas also.
12.
%dea must improve their personnel selling and direct contacting to provide customers full knowledge about their products.
1
2
)I)+IO2RAP*3
1! MARETIN2 MANA2EMENT 1. th Edition 0
Phi&i% ot&er
-! MARETIN2 RESEARC* -
,5,5 Shar$a
=! PAMP*+ET AN, CATA+O2UES OF T*E COMPAN3
>! ???5 Idea ce&&"&ar5 co$
3
BUESTIONNAIRE FOR CUSTOMERHS SATISFACTION TO?AR,S I,EA CE++U+AR
1. 7o you ownuse a cell phone (a+ Qes
S
R
S
R
S
R
S
R
S
(b+ Ko
2. %f you ownuse a cell, which service you're using at present (a+ %7EA
(b+ A%="E
(d+ =E%AK#E
(e+ #E6KE
(c+ F67A/6KE
3. 8hich type of service do you use (a+
R
(b+
. %f prepaid, which recharge coupon you often use (a+ =s. 111
(b+ =s. 32
(d+ =s. 14D4
(e+ Blow 144
(c+ 4
. 7o you know about %dea Qes ( +
Ko ( +
%f yes, how you came to know (a+ "elevision (c+ /riends =elatives
(b+ aga!ines+ (d+ 0oardings Bill boards
(e+ Any other (specify+ TTTTTTTTTTTTTTTTTTTTTTTTTT :. 8hat features attract an %dea card purchase
R
(a+ >ost friendly and affordable plans
(b+ Best $uality Ketwork
(c+ 8idest coverage in A.<
d+ Brand oyalty
?. &uggest features you think needs improvement
(a+ &ervice
(b+ "ransparency in Billing
(c+ #all #larity
(d+ Any other (specify+
R
S
S
D. 8hich sales promotion activity do you think would be more effective in grabbing more market share
(a+ Extra talk time
(b+ #ustomi!ed recharge facility
R
S
(c+ /ree incoming for more than one month (d+ Any other (specify+ C. &uggest which Brand Ambassador will effect sales promotion (a+ /ilm star
(b+ &ports person
(c+ >usician
(d+ #ompany #E6
R
14. 8hat makes %dea most preferred
(a+ 8idest coverage un A.<
S
R
S
R
S
(b+ Brand oyalty
(c+ >ost economical and friendly packages (d+ Best $uality N extensive network 11. 8hich brand do you recommend if given a choice (a+ %7EA
(b+ A%="E
(c+ F67A/6KE
(d+ =E%AK#E
(e+ #E6KE 12. 0ow do you rate the services at )%dea #ellular*
(a+ Excellent
(b+ Iood
(c+ &atisfactory
(d+
R
S
13. 8hat is your opinion about %dea's recently launched recharge coupon of =s.4 and =s.144 (a+ Excellent
(b+ Iood :
