Marketing Research

Project On
Consumer Behaviour

Submitted to:
Prof. waseem mohd
Submitted by:
Saravjeet singh
Ft-09-882
Pgdm 09-11
 ACKNOWLEDGEMENT
I wish to acknowledge my indebtedness to my Project guide Mr.
MANOJ PAWAR and my Faculty guide Prof. WASEEM MOHD. The
project could not have been a success without their able support and
guidance. Thanking them is a small gesture for the generosity shown.

I am grateful to The Zonal Manager Mr. MANOJ PAVAR for providing

me the opportunity to do my SIP in a reputed organization like ‘Tata
Teleservices’.
I will always be obliged to my Company guide Mr. Manoj Pavar and
faculty guide Prof. Waseem Mohd. they has given their precious
support and guidance in every step of the project otherwise it would
have been difficult on my part to bring this project work to
completion.
I am sure the knowledge imparted will go in a long way in enriching
my career.

DATE: 20th june, 2010 Saravjeet Singh

PGDM 09-11
 Declaration

I hereby declare that the Project work entitled “CONSUMER BEHAVIOUR”

submitted by me for the Summer Internship during the Post Graduate

Diploma in Management Program to Institute for Integrated Learning in

Management, Greater Noida is my own original work and has not been

submitted earlier either to IILM GSM or to any other Institution for the

fulfillment of the requirement for any course of study. I also declare that no

chapter of this manuscript in whole or in part is lifted and incorporated in this

report from any earlier / other work done by me or others.

Place : Dehradun

Date : 20thjune, 2010

Name : Saravjeet Singh

Address : 61,Gandhi Road, Dehradun

 CONTENTS:
PAGE NO. CONTENTS

3. ACKNOWLEDGEMENT
4. DECLARATION
6. EXECUTIVE SUMMARY
8. INTRODUCTION:
 CONSUMER BUYING BEHAVIOR
 FACTORS EFFECTING CONSUMER BUYINGBEHAVIOR
 CONSUMER BUYING DECISION PROCESS
10. ABOUT THE PROJECT
 OBJECTIVE OF THE PROJECT
 SCOPE OF THE PROJECT
 STATEMENT OF PROBLEM

18 RESEARCH METHODOLOGY
26 LIMITATIONS OF THE STUDY
30 ANALYSIS AND INTERPRETATION
40 CALCULATION OF SATISFACTORY SCORES
50 CHI SQUARE TEST
56 FINDINGS FROM PERCENTAGE ANALYSIS
60 FINDINGS FROM CHI SQARE TEST
70 SUGGESTIONS
72 CONCLUSION
75 QUESTIONNAIRE
 PREFACE

The field of business professional study is incomplete without practical

knowledge. Therefore, summer training program is designed to provide a
glimpse of real work environment of organization. These real life situations are
entirely different from the simulated exercises in all artificial environments
inside the classroom. This fact consolidates the session of summer training in
MBA curriculum. Training can be described as a planned process to modify
attitude, knowledge or skill behaviour through learning experience to achieve
effective performance in an activity or range of activities. In order to achieve
practical positive and concert results, the classroom had to be effectively
wedded to the realities of the situation existing outside the classroom to
develop managerial and administrative skills.

The project has been written in simple words to explain the competition in real
life situations. I expect that this work will be helpful for managers of Tata
Teleservices Limited.
 EXECUTIVE SUMMARY

TATA TELESERVICES LTD.

Vision:-
Trusted service to 100 million happy customers by 2011

Value:-
 Leadership with humility.
 Fairness through meritocracy.
 Trust based on accountability.
 Excellence in execution.
 Tenacity for results.
 Pioneering spirit.
Tata Teleservices Limited spearheads the Tata Group's presence in the telecom
sector. The Tata Group had revenues of around US $75 billion in financial year
2008-09, and includes over 90 companies, over 350,000 employees worldwide
and more than 3.5 million shareholders.

Incorporated in 1996, Tata Teleservices Limited is the pioneer of the CDMA 1x

technology platform in India. It has embarked on a growth path since the
acquisition of Hughes Tele.com (India) Ltd [renamed Tata Teleservices
(Maharashtra) Limited] by the Tata Group in 2002. It launched mobile
operations in January 2005 under the brand Tata Indicom and today enjoys a
pan-India presence through existing operations in all of India's 22 telecom
Circles. The company is also the market leader in the fixed wireless telephony
market with its brand Walky. The company has recently introduced the brand
Photon to provide a variety of options for wireless mobile broadband access.
The company's network has been rated as the 'Least Congested' in India for
last five consecutive quarters by the Telecom Regulatory Authority of India
through independent surveys.

Today, Tata Teleservices Limited, along with Tata Teleservices (Maharashtra)

Limited, serves over 58 million customers in more than 410,000 towns and
villages across the country, with a bouquet of telephony services
encompassing mobile services, wireless desktop phones, public booth
telephony, wire line services and enterprise solutions.

In December 2008, Tata Teleservices Limited announced a unique reverse

equity swap strategic agreement between its telecom tower subsidiary,
Wireless TT Info-Services Limited, and Quippo Telecom Infrastructure Limited-
with the combined entity kicking off operations in early 2009 with 18,000
towers, thereby becoming the largest independent entity in this space-and
with the highest tenancy ratios in the industry. The WTTIL-Quippo combine is
targeting over 50,000 towers by the end of FY 2010-11
COMPANY BACKGROUND:
 Tata Teleservices is part of the Tata Group. Tata Teleservices spearheads
the Group’s presence in the telecom sector. Incorporated in 1996, Tata
Teleservices was the first to launch CDMA mobile services in India with
the Andhra Pradesh circle.

 The company acquired Hughes Telecom (India) Limited [now renamed

Tata Teleservices (Maharashtra) Limited] in December 2002. With a 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, J & K, Karnataka, Delhi, Maharashtra, Mumbai, North
East, Tamil Nadu, Orissa, Bihar, Rajasthan, Punjab, Haryana, Himachal
Pradesh, Uttar Pradesh (E), Uttar Pradesh (W), Kerala, Kolkata, Madhya
Pradesh and West Bengal.

 Having pioneered the CDMA 3G1x technology platform in India, Tata

Teleservices has established 3G ready telecom infrastructure. It
partnered with Motorola, Ericsson, Lucent and ECI Telecom for the
deployment of its telecom network.The company is the market leader in
the fixed wireless telephony market with a total customer base of over
3.8 million.

 Tata Teleservices’ bouquet of telephony services includes Mobile

services, Wireless Desktop Phones, Public Booth Telephony and Wireline
services. Other services include value added services like voice portal,
roaming, post-paid Internet services, 3-way conferencing, group calling,
Wi-Fi Internet, USB Modem, data cards, calling card services and
enterprise services. Some of the other products launched by the
company include prepaid wireless desktop phones, public phone booths,
new mobile handsets and new voice & data services such as BREW
games, Voice Portal, picture messaging, polyphonic ring tones,
interactive applications like news, cricket, astrology, etc.
  Tata Indicom "Non Stop Mobile" allows pre-paid cellular customers to
receive free incoming calls.

 Tata Teleservices Limited along with Tata Teleservices (Maharashtra)

Limited have a subscriber base of 36 million customers (as of April 2009)
in more than 5,000 towns. Tata Teleservices has also acquired GSM
licenses for specific circles in India.

 Tata Telelservices is an unlisted entity. Tata Group and group firms own
the majority of the company, NTT docomo holds 26% while investor C.
Sivasankaran holds 8%.

Market Data

Tata Indicom in April 2009, crossed the 35 million subscribers mark in

the wireless category with an overall subscriber base of over 36 million.
Tata Teleservices is no. 2 slot in terms of Market Share in Delhi NCR
region with a subscriber base of 5 million.

Network

Tata Teleservices operates primarily on the CDMA network. Tata

Indicom’s enterprise solutions work on the CDMA 3G-1X technology.The
total tower strength of Tata Indicom is currently at 18,500 towers
nationwide.

Branding
The Tata Indicom brand is endorsed by bollywood actress Kajol &
cricketers Irfan Pathan and Yousuf Pathan.
Tata Teleservices has recently launched the Virgin Mobile Brand to
target the youth segment.
Rural Telephony
 TTSL also maintains a distribution network across villages , where in
people are appointed and trained by TTSL – who visit villages on a
bicycle or a two-wheeler at defined times on defined days of the week,
selling recharge vouchers and servicing equipment; each runner covers
between 200 to 300 customers.

 The company joined hands with Tata Chemicals, Tata Kisaan Sansar
network, disseminating information through these centres and using
them as local distributors.

Retail
 The company's retail business has around 3,000 outlets nationally,
comprising 600 TTSL owned stores and around 2,500 stores in the
Franchisee format. Tata Indicom already covers the top 700 towns in
India in terms of population through Tata Indicom Exclusive Stores.

 Tata Indicom also maintains an online portal for its customers i-choose
where the customers can buy Tata Indicom post-paid connections and
prepaid recharge vouchers with an upfront commitment of activation
and delivery of the handset within 72 hours.

Value Added Services

 Tata Teleservices, in October 2007 launched Tata Zone, an infotainment
portal on Tata Indicom BREW-enabled mobile phones, in Hindi. This
service has applications, pricing details, downloads and browsing
instructions in Hindi. The rationale behind this was simple: - 66% of all
Indians speak Hindi, while less than 5% understand English.

 Under its VAS bouquet, TTSL offers services such as News, Games, Faith
and Prayers, Ringtones, Streaming TV, Fun Shows, Video Zone, Song
Download Express, Cricket, Internet Surfing, Astrology, and Mobile
Office among others.
 TATA DOCOMO

Tata Teleservices Limited now also has a presence in the GSM space, through
its joint venture with NTT DOCOMO of Japan, and offers differentiated
products and services under the TATA DOCOMO brand name. TATA DOCOMO
arises out of the Tata Group's strategic alliance with Japanese telecom major
NTT DOCOMO in November 2008. TATA DOCOMO has received a pan-India
license to operate GSM telecom services-and has also been allotted spectrum
in 18 telecom Circles. The company has rolled out GSM services in 14 of India's
22 telecom Circles in a quick span of under six months. The company plans to
launch pan-India operations by the end of FY 2009-10.

TATA DOCOMO marks a significant milestone in the Indian telecom landscape,

and has already redefined the very face of telecoms in India, being the first to
pioneer the per-second tariff option-part of its 'Pay for What You Use' pricing
paradigm. Tokyo-based NTT DOCOMO is one of the world's leading mobile
operators-in the Japanese market, the company is the clear market leader,
used by over 50 per cent of the country's mobile phone users.
TATA TELESERVICES COMPETITORS

IDEA CELLULAR
IDEA Cellular is a publicly listed company, having listed on the Bombay Stock
Exchange (BSE) and the National Stock Exchange (NSE) in March 2007.
As India's leading GSM Mobile Services operator, IDEA Cellular has licenses to
operate in all 22 Service Areas. Presently, operations exist in 11 Service Areas
covering Delhi, Maharashtra, Goa, Gujarat, Andhra Pradesh, Madhya Pradesh,
Chattisgarh, Uttaranchal, Haryana, UP-West, Himachal Pradesh, UP-East,
Rajasthan and Kerala. With a customer base of over 26 million. IDEA Cellular is
part of the Aditya Birla Group, a US$ 24 billion corporation with a market cap
of US$ 31.5 billion and in the league of Fortune 500. Anchored by an
extraordinary force of over 100,000 employees belonging to 25 different
nationalities, over 50% of its revenues flow from its overseas operations. The
Group has been adjudged ‘The Best Employer in India and among the Top 20
in Asia' by the Hewitt-Economic Times and Wall Street Journal Study 2007.
The combined holding of the Aditya Birla Group companies in IDEA stands at
around 57 per cent. With ambitious future plans, the company is poised for
rapid growth across the whole country.
Vodafone Essar Limited

Vodafone Essar in India is a subsidiary of Vodafone Group Plc and commenced

operations in 1994 when its predecessor Hutchison Telecom acquired the
cellular licence for Mumbai. Vodafone Essar now has operations in 16 circles,
with over 49.1 million customers. Over the years, Vodafone Essar, under the
Hutch brand, has been named the 'Most Respected Telecom Company', the
'Best Mobile Service in the country' and the 'Most Creative and Most Effective
Advertiser of the Year'.
Vodafone is the world's leading international mobile communications
company. It now has operations in 25 countries across 5 continents and 40
partner networks with over 260 million customers worldwide. Vodafone has
partnered with the Essar Group as its principal joint venture partner for the
Indian market.
The Essar Group is a diversified business corporation with interests spanning
the manufacturing and service sectors like Steel, Energy, Power,
Communications, Shipping & Logistics and Construction.
AIRTEL
Sunil Bharti Mitt al has at the age of 43 created a Telecom Giant in
India. Bharti happens to be India’s premier telecom company in the
fi eld of telecom terminals and technology ti e ups with world
leaders like “Siemens, Goldstar, Tatacom and Casio. It is the fi rst
company in India to export telephones to U.S.A and has fi nalized
plans to manufacture GSM terminals in India.
The success story of Bharti Enterprises can be acknowledged from
the fact that Bharti has acquired 44% of stake of Briti sh Telecom,
which was up ti ll now one of the partners with Bharti Enterprises
for $140.2 joint venture. The transacti on was worth 100 million
pounds.
Bharti Enterprises controls about 20 % of the Total Telecom market
in India. As he puts it , it was a mixture of Vision , good luck and
hard work by a team of about 10 –12 senior people.
Bharti Tele-Ventures Limited was incorporated on July 7, 1995 for
promoti ng investments in telecommunicati ons services.Its
subsidiaries operate telecom services across India. Bharti Tele
Ventures is India's leading private sector provider of
telecommunicati ons services based on a strong customer base
consisti ng of approximately 11.50 million total customers which
consti tute, approximately 10.66 million mobile and approximately
836,000 fi xed line customers, as of January 31, 2005.
Incorporated in 1985 Bharti Telecom is one of the largest Telecom
companies in the country.
RELIANCE COMMUNICATION

Reliance Communications Ltd. is a part of the Reliance group founded by Shri

Dhirubhai H. Ambani. Reliance Communications (formerly Reliance Infocomm)
was originally incorporated on July 15, 2004, under the Companies Act, 1956 as
Reliance Infrastructure Developers Private Limited. The status of the Company
changed from private limited to public limited on July 25, 2005. Further the
name of the Company changed to Reliance Communication Ventures Ltd with
effect from August 3, 2005. The name has since been changed to its present
name, viz. Reliance Communications Limited, under Fresh Certificate of
Incorporation consequent on change of name dated June 7, 2006.

Reliance Communications is one of India's largest integrated communications

service providers in the private sector. According to National Stock Exchange
data, Anil Ambani controls 66.75per cent of the company, which accounts for
more than 136 crore shares of the company. Reliance Communications is the
flagship company of the Anil Dhirubhai Ambani Group (ADAG) of companies.
Listed on the National Stock Exchange and the Bombay Stock Exchange, it is
India’s leading integrated telecommunication company with over 25 million
customers.The Reliance – Anil Dhirubhai Ambani Group is among India’s top
three private sector business houses on all major financial parameters, with a
market capitalization of Rs 100,000 crore (US$ 22 billion), net assets in excess
of Rs 31,500 crore (US$ 7 billion), and net worth to the tune of Rs 27,500 crore
(US$ 6 billion).
BSNL
When it comes to connecting the four corner of the nation and much beyond
one solitary name lies embedded at the pinnacle BSNL. A company that has
gone past the number games and quest to attain the position of leader. It is
working round the clock to take India into the future by providing world class
Telecom service for the people of India. Driven by the very best of Telecom
Technology from chosen global Leaders it connects each inch of the nation to
the indefinite corners of the globe to enable you to step into tomorrow.

BSNL formed in Oct 2000 is worlds 7th largest Telecommunication company

providing comprehensive range of Telecom Services in India: Wire line, CDMA
Mobile, GSM Mobile, Internet, Broadband, Carrier Service, MPLS-VPN, VSAT,
VoIP Service, IN Service etc. within a span of 5 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 ITC applications in villages and wining customer’s confidence. Today it has
about 47.3 million basic Telephone capacities, 4 million WLL capacities, 20.1
million GSM capacity, more than 37,382 fixed exchanges, 18000 BTS, 287
satellite stations, 4, 80,196 RKM of OFC cable, 63,730 RKM of Microwave
Network connecting 602 districts, 7330 cities/ town and 5.5 Lakhs villages.
 INTRODUCTION
As the title of my project is “Consumer Behaviour” first of all we need to
understand that “What is consumer buying behaviour?”
Before business can develop marketing strategies, they must understand what
factors influence buyer’s behaviour and how they make purchase decisions to
satisfy their needs and wants. Buyers are moved by a complex set of deep and
subtle emotions.
Their behaviour result from deeply held values and attitudes; their perception
of the world and their place in it, from common sense, impulse or just plain
whimsy.
There are also several stages through which the consumer exhibit before
deciding to purchase goods or services. These include 5 steps which are:
problem or need recognition, information search, alternative evaluation,
purchase and post-purchase evaluation.

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 F 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. The satisfaction of

consumers is different from one to another. Became, each consumer has the
different behavior in their life. So, the marketer satisfies the consumer, he
must very well know the behavior of consumer.

CONSUMER BUYING BEHAVIOR

Consumer behavior refers to the mental and emotional process and the
observable behavior of consumers during searching, purchasing and post
consumption of a product or service.

Consumer behavior involves study of how people buy, what they buy, when
they buy and why they buy. It blends the elements from psychology, sociology,
socio-psychology, anthropology and economics. It also tries to assess the
influence on the consumer from groups such as family, friends, reference
groups and society in general.
Buyer behavior has two aspects: the final purchase activity visible to any
observer and the detailed or short decision process that may involve the
interplay of a number of complex variables not visible to anyone.

FACTORS AFFECTING CONSUMER BUYING BEHAVIOR:

Consumer buying behavior is influenced by the major three factors:

1. Social Factors
2. Psychological Factors
3. Personal Factors.

A. SOCIAL FACTORS

Social factors refer to forces that other people exert and which affect
consumers’ purchase behavior. These social factors can include culture and
subculture, roles and family, social class and reference groups.

Example:
By taking into consideration Reference group, these can influence/ affect the
consumer buying behavior. Reference group refers to a group with whom an
individual identifies herself/ himself and the extent to which that person
assumes many values, attitudes or behavior of group members. Reference
groups can be family, school or college, work group, club membership,
citizenship etc.

Reference groups serve as one of the primary agents of

consumer socialization and learning and can be influential
enough to induce not only socially acceptable consumer behavior
but also socially unacceptable and even personal destructive
behavior. For example, if fresher student joins a college /
university, he/she will meet different people and form a group, in
that group there can be behavior patterns of values, for example
style of clothing, handsets which most of group member prefer or
even destructive behaviour such as excessive consumption of
alcohol, use of harmful and addictive drugs etc. So, according to
how an individual references him / her to that particular
reference group, this will influence and change his/her buying
behavior.

B. PSYCHOLOGICAL FACTORS

These are internal to an individual and generate forces within that influence
her/his purchase behavior. The major forces include motives, perception,
learning, attitude and personality.
Example:
Attitude is an enduring organization of motivational, emotional, perceptual
and cognitive processes with respect to some aspect of our environment.
Consumer form attitude towards a brand on the basis of their beliefs about
the brand. For example, consumers of Sony products might have the belief
that the products offered by Sony are durable; this will influence those
customers to buy Sony products due to this attitude towards the brand.

C. PERSONAL FACTORS

These include those aspects that are unique to a person and influence
purchase behavior. These factors include demographic factors, lifestyle, and
situational factors.
Example:
Lifestyle is an indicator of how people live and express themselves on the basis
of their activities, interests, and opinions. Lifestyle dimension provide a
broader view of people about how they spend their time the importance of
things in their surroundings and their beliefs on broad issues associated with
life and living and themselves. This is influenced by demographic factors and
personality.

CONSUMER BUYING DECISION PROCESS

Consumer buying decision process is the processes undertaken by
consumer in regard to a potential market transaction before, during
and after the purchase of a product or service.
Consumer decision making process generally involves five stages-:
Problem Recognition:

Purchase decision making process begins when a buyer becomes aware of an

unsatisfied need or problem. This is the vital stage in buying decision process,
because without recognizing the need or want, an individual would not seek to
buy goods or service.
There are several situations that can cause problem recognition, these
include:
 Depletion of stock
 Dissatisfaction with goods in stock
 Environmental Changes
 Change in Financial Situation
 Marketer Initiated Activities

Information Search:

After the consumer has recognized the need, he / she will try to find the
means to solve that need. First he will recall how he used to solve such kind of
a problem in the past, this is called nominal decision making. Secondly, a
consumer will try to solve the problem by asking a friend or goes to the market
to seek advice for which product will best serve his need, this is called limited
decision making.
Sources of information include:
 Personal sources
 Commercial Sources
 Public sources
 Personal experience
Alternatives evaluation:
Consumers’ evaluates criteria refer to various dimension; features,
characteristics and benefits that a consumer desires to solve a certain
problem. Product features and its benefit is what influence consumer to
prefer that particular product. The consumer will decide which product to buy
from a set of alternative products depending on each unique feature that the
product offers and the benefit he / she can get out of that feature.

Purchase Action:

This stage involves selection of brand and the retail outlet to purchase such a
product. Retail outlet image and its location are important. Consumer usually
prefers a nearby retail outlet for minor shopping and they can willingly go to a
far away store when they purchase items which are of higher values and
which involve higher sensitive purchase decision. After selecting where to buy
and what to buy, the consumer completes the final step of transaction by
either cash or credit.

Post-purchase Actions:

Consumer favorable post-purchase evaluation leads to satisfaction.

Satisfaction with the purchase is basically a function of the initial
performance level expectation and perceived performance relative to
those expectations. Consumer tends to evaluate their wisdom on the
purchase of that particular product. This can result to consumer experiencing
post purchase dissatisfaction. If the consumer’s perceived performance level is
below expectation and fail to meet satisfaction this will eventually cause
dissatisfaction, and so the brand and/ or the outlet will not be considered by
the consumer in the future purchases. This might cause the consumer to
initiate complaint behavior and spread negative word-of-mouth concerning
that particular product.
 OBJECTIVE
Objectives of the study:
1. To ascertain the attributes which influenced the customer’s in selecting a
particular cell phone services provider.
2. To study the consumer’s satisfaction towards different cellular service
providers.
3. To assess the general problems faced by the cellular service users.
4. To offer valuable suggestions to improve the customer base of Tata
Indicom.

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 a
vehicle he / she wants to 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 connectivity given by the department of
telecommunication.
Cellular service providers emerge as a boon quench such a
thirst, thus by providing facilities, which a common man cannot imagine.
Though the telecom 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 of 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 various attributes or factors which

Scope of this study:

The present study is contained to Dehradun and it is decided to consider Airtel,
Tata Indicom and other cell phone service rendered to the customers.
In Bhubaneswar there are six cellular services available - Airtel, Aircel Tata
Indicom, BSNL, Vodafone and Reliance Comm. The main objectives of this
study is to analyze the customer behavior during taking new mobile
connections and consumers of different cellular service providers of Dehradun
city has been taken for the current research work.

Statement of problem:

In our country the growth of service marketing especially telecom 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 cellular service services providers 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 be 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 the 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?

RESEARCH METHODOLOGY –
Research is a systematic effort to gain new knowledge.
Research is a movement of knowledge from known to unknown from the
available place to the required place.

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.

Descriptive research design:

In includes surveys, and facts finding enquires of different kinds. The major
purpose of descriptive research is description of state of affairs as it exists at
present. The main character of this method is that the researcher has no
control over the variables. He can report what has happened? 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 Bhubaneswar city only.
Sample size - The sample size covered for the purpose of this
study is 190.
DEVELOPING THE
QUESTIONNAIRE:
The following four questions need to be answered in designing an effective set
of questions or a questionnaire:

1) Will the respondent have the information/knowledge needed to answer the

questions?
2) Will the respondent understand the questions?
3) Will the respondent likely to give a true answer?
4) Will the formulation of the question bias the response

Basically in the beginning some sample questionnaires were developed and

where administered directly on the clients. This was the trail method included
for pilot testing and the final questionnaires were prepared thereafter
assessing the feedback and result of the test.
In the initial phase of my survey I developed a questionnaire, but later I
realized that a single questionnaire is not sufficient to judge all the
variable factors governing consumer behavior during taking new
connections, so for this purpose I framed another questionnaire.
Tools for analysis:
Along with the usual statistical tools such as tables, percentages, barcharts,
I have used chi-squire test for analyzing the data and arriving at the
conclusion.

Limitations of the study -

Though the detailed investigation is made in the present study, still there are
following limitations.
 This study is restricted only to Dehradun. So, the results may not
be applicable to other areas.
 This study is based on the prevailing customer’s satisfaction. But the
customer’s satisfaction may change according to time, fashion,
technology, development, etc.
 As per the population of the study is huge, a sample size of 190 sample
respondents is only covered till now.
 Lack of awareness about the Company’s products & services among the
customers may hamper the primary data collection.
 Data collection of exact data for the research is not possible because
there is a gap between what respondent say and what they actually do.
 Information provided by the customers may not be accurate. They may
hide some of the information at the time of filling up the questionnaires.
 ANALYSIS AND
INTERPRETATION
TABLE NO.-1

CONSUMER PREFERENCE TOWARDS CELL PHONE

SERVICE PROVIDERS

S.NO NAME OF THE NUMBER OF PERCENTAGE

CELLULAR RESPONDENTS OF
SERVICE RESPONDENTS
PROVIDER
1. AIRTEL 65 34.21
2. RELIANCE 39 20.52
3. BSNL 34 17.89
4. IDEA 26 13.68
5. TATA INDICOM 17 8.94
6. VODAFONE 9 4.736
TOTAL 190 100

INFERENCE:
Most of the respondents are using Airtel (34.21%) and 20.52% of the
respondents are using Reliance Com. About 17.89% are using BSNL, while
13.68% are using Idea. Others are used different cell phone service provider.
Consumer preference towards cell phone
service providers
 No of Respondents Percentage of Respondents

65

39

34.21 34

26

20.52
17.89
17

13.68

8.94 9

4.74

Airtel Reliance BSNL Idea Tata Indicom Vodafhone

TABLE NO: 2
 Consumer’s preference towards cell phone
service providers on the basis of age group
S.NO NAME OF UPTO 25 25-35 YEARS 35-55 YEARS MORE THAN TOTAL
CELLULAR YEARS 55 YEARS
SERVICE
PROVIDER

NO.O % NO.OF % OF NO. % OF NO. % OF NO. % OF

F OF RESPO RESPO OF RESPO OF RESPO OF RESPO
RESPO RES N- N- RESPO N- RESPO N- RESPO N-
N- PON DENTS DENTS N- DENTS N- DENTS N- DENTS
DENT DEN DENTS DENTS DENTS
S TS
1. AIRTEL 32 40 15 25 16 36.3 2 33.3 65 34.2
6 3 1
2. RELIANCE 13 16. 17 28.33 8 18.18 1 16.67 39 20.52
25
3. BSNL 7 8.7 15 25 10 22.72 2 33.33 34 17.89
5
4. IDEA 11 13. 6 10 8 18.18 1 16.67 26 13.68
75
5. TATA 11 13. 4 6.67 2 4.54 0 0 17 8.94
INDICOM 75
6. VODAFONE 6 7.5 3 5 0 0 0 0 9 4.736

TOTAL 80 100 60 100 44 100 6 100 190 100

INFERENCE:
Among respondents up to 25 years of age group, majority of them (i.e. 40%)
are using Airtel followed by Reliance users (20%).
 Consumers in the age group of 25 – 35 years 28.33% of respondents
mostly prefer
 Reliance and 25% of the respondents are using BSNL.

 36.36% of customers, who are in the age group of 35 – 55 years are

using Airtel.
 In (above – 55 years) 33.33% respondents are using Airtel and BSNL .
16.67% of respondents are using Reliance and Aircel.
CONSUMER’S PREFRENCE TOWARDS
CELL PHONE SERVICE PROVIDERS
ON THE BASIS OF AGE GROUP

AIRTEL RELIANCE BSNL

IDEA TATA INDICOM VODAFHONE

32

17
16
15 15
13
11 11
10
8 8
7
6 6
4
3
2 2 2
1 1
0 0 0

UPTO 25 YEARS 25-30 YEARS 35-55 YEARS MORE THAN 55

TABLE NO: 3

COMPOSITION OF RESPONDENTS ON THE BASIS

OF
MARITAL STATUS
 S.NO MARITAL NUMBER OF PERCENTAGE
STATUS RESPONDENTS OF
RESPONDENTS

1. MARRIED 92 48.42

2. UNMARRIED 98 51.57

TOTAL 190 100

INFERENCE:
The married respondents using mobile connections are about 48.42%, and the
unmarried respondents using mobile connections are about 51.57%.

COMPOSITION OF RESPONDENTS ON
THE BASIS OF MARITIAL STATUS
 MARRIED UNMARRIED

98
92

51.57
48.42

NO. OF RESPONDENTS PERCENTAGE OF RESPONDENTS

TABLE NO: 4

COMPOSITION OF RESPONDENTS ON THE

BASIS OF
EDUCATION QUALIFICATION

S.NO EDUCATIONAL NUMBER OF PERCENTAGE

QUALIFICATION RESPONDENTS OF
 RESPONDENTS
UNDERGRADUATE 38 20
1.
GRADUATE 89 46.84
2.
POST GRADUATE 26 13.68
3.
PROFESSIONAL 37 19.47
4.
TOTAL 190 100

INFERENCE:

The majority of the respondents 46.84% (graduates) are Using mobile

connections and 20% (undergraduates) respondents are using mobile
connections.

COMPOSITION OF RESPONDENTS ON
THE BASIS OF
 UNDERGRADUATE GRADUATE POST GRADUATE PROFESSIONAL

19% 20%

14%

47%

EDUCATION QUALIFICATION

TABLE NO: 5

COMPOSITION OF RESPONDENTS ON THE

BASIS OF
OCCUPATION
 S.NO OCCUPATION NUMBER OF PERCENTAGE
RESPONDENTS OF
RESPONDENTS

1. BUSINESS 48 25.26
2. PROFESSIONAL 12 6.31
3. EMPLOYEE 70 36.84
4. HOME MAKER 8 4.21
5. STUDENT 52 21.36
TOTAL 190 100

INFERENCE:

The employees are using mobile connections in 36.84% and the students are
using mobile connections in 27.36% only.

COMPOSITION OF RESPONDENTS ON
THE BASIS OF OCCUPATION
 NO OF RESPONDENTS PERCENTAGE OF RESPONDENTS
70

52

48

36.84

27.36
25.26

12

8
6.31
4.21

BUSINESS PROFESSIONAL EMPLOYEE HOMEMAKAR STUDENT

TABLE NO: 6

COMPOSITION OF RESPONDENTS ON THE

BASIS OF INCOME (PER MONTH)
 S.NO INCOME NUMBER OF PERCENTAGE
RESPONDENTS OF
RESPONDENTS
1. BELOW 5000 52 27.36
2. BETWEEN 5000- 28 14.736
10000
3. BETWEEN 10000- 76 40
15000
4. BETWEEN 15000- 21 11.05
20000
5. ABOVE 20000 13 6.84
TOTAL 190 100

INFERENCE:
About 27.36% of respondents get monthly income as less than Rs.5,000 and
about 14.736 % of respondents get monthly income between Rs. 5000-10000,
and 40% of respondents are get monthly income as between Rs.10000-15000.

COMPOSITION OF RESPONDENTS ON
THE BASIS OF INCOME (PER MONTH)
 NO OF RESPONDENTS PERCENTAGE OF RESPONDENTS

76

52

40

27.36 28

21

14.74
13
11.05
6.84
0

0
00

00

00

00
,0
5,

0,

5,

0,
20
-1

E2
-1
W

0-
LO

OV
0
0

0
00

,0
BE

,0

AB
15
5,

10
N

N
N
EE

EE
EE
TW

TW
TW
BE

BE
BE

TABLE NO: 7
 TABLE SHOWING VARIOUS FACTORS
INDUCING TO
PURCHASE THE MOBILE CONNECTIONS

S.NO INFLUENCING NUMBER OF PERCENTAGE

FACTOR RESPONDENTS OF
RESPONDENTS
1. FAMILY 38 20
MEMBER
2. NEIGHBOURS 9 4.73
3. RELATIONS 21 11.052
4. FRIENDS 79 41.57
5. ADVERTISEMENT 16 8.42
6. DEALERS 19 10
7. OTHERS 8 4.21
TOTAL 190 100

INFERENCE:

On the basis of purchasing the cellular connections 41.57% of the respondents

are induced by their friends, and neighbors have the least effect on the
respondents (4.73%) in inducing them to buy a particular mobile connection.
TABLE SHOWING VARIOUS FACTORS
INDUCING TO PURCHASE THE CELL
PHONES

NO. OF RESPONDENTS PERCENTGE OF RESPONDENTS

79

41.57
38

20 21
19
16

11.05 10
9 8.42
4.73

FAMILY MEMBERS NEIGHBOURS RELATIONS FRIENDS ADVERTISEMENT DEALERS

TABLE NO: 8
 COMPOSITION OF RESPONDENTS ON THE
BASIS OF
PURPOSE OF PURCHASE OF THE CELL
CONNECTIONS
S.NO PURPOSE NUMBER OF PERCENTAGE
RESPONDENTS OF
RESPONDENTS
1. FOR 26 13.68
BUSINESS
2. FOR 164 86.315
PERSONAL
TOTAL 190 100

INFERENCE:

It can be inferred from here that 13.68% of the respondents are using their
cellular connection for their business, and 86.315% of the respondents are
using cellular connection for their personal usage.
COMPOSITION OF RESPONDENTS ON
THE BASIS OF THE PURPOSE OF
PURCHASE OF THE CELL PHONES

PERSONAL USE FOR BUSINESS

14%

86%

TABLE NO: 9
 CONSUMER’S PREFERENCE TOWARDS CELL
PHONE SERVICE PROVIDER ON THE BASIS
OF USEFULLNESS OF MOBILE CONNECTIONS
S.NO USAGE NUMBER OF PERCENTAGE
RESPONDENTS OF
RESPONDENTS

1. INCOMING 8 4.21

2. OUTGOING 7 3.68

3. BOTH 171 90

4. SMS 4 2.105

TOTAL 190 100

INFERENCE:

About 90% of the respondents are using cell connections for incoming and
Outgoing both, but only 2.105% of respondents are only using cell connections
for SMS.
NO. OF RESPONDENTS ON THE
BASIS OF USAGE

NO. OF RESPONDENTS PERCENTAGE OF RESPONDENTS

171

90

8 7
4.21 3.68 4 2.11

INCOMING OUTGOING BOTH SMS

TABLE NO: 10
 INFLUENCING FACTORS TO PURCHASE THE
CELL PHONE
(ANOTHER VIEW)

S.NO FACTORS NUMBER OF PERCENTAGE

RESPONDENTS OF
RESPONDENTS
1. BRAND IMAGE 88 46.31
2. AVAILABILITY 8 4.21
3. CUSTOMER CARE 28 14.73
SERVICE
4. SERVICE 42 22.10
CHARGES
5. PRICE 24 12.63
TOTAL 190 100

INFERENCE:

46.31% of respondents are purchasing the particular service by its brand

image, and 22.10% of respondents are choosing the particular service provider
by their service charges.
 FACTORS INFLUENCING TO
PURCHASE A PARTICULAR
MOBILE CONNECTION
NO. OF RESPONDENTS PERCENTAGE OF RESPONDENTS

88

46.31
42

28
24
22.1

14.73
12.63
8
4.21

E TY CE ES E
AG ILI VI IC
IM IB R A RG PR
D A IL SE G
AN AV RE CEC
R CA I
B
ER RV
M SE
O
ST
CU

TABLE NO: 11
 CONSUMER’S SATISFACTION LEVEL ON THE
BASIS OF PERFORMACE OF THE MOBILE
CONNECTION SEVICE PROVIDERS
s.n NAME OF HIGHLY SATISFACTORY NON- TOTAL
o THE CELL SATISFACT- SATISFACT
PHONE ORY ORY
SERVICE
PROVIDER
NO. PERCENTA NO. OF PERCENTAGE NO. PERCENTA NO. OF PERCENTA
OF GE RESPO OF RESPON OF GE RESPO GE
RES OF RESPON N DENTS RE OF RESPON N OF RESPON
PON DENTS DENTS SP DENTS DENTS DENTS
- ON
DEN DE
TS NT
S

1. IDEA 2 3.70 19 22.61 5 9.61 26 13.68

2. AIRTEL 31 57.40 18 21.42 1 30.8 65 34.21
6
3. BSNL 4 7.407 21 25 9 17.30 34 17.89
4. RELIANCE 8 14.81 19 22.61 1 23.07 39 20.52
Comm 2
5. TATA 3 5.56 5 5.95 9 17.30 17 8.94
INDICOM
6. VODAFONE 6 11.11 2 2.38 1 1.92 9 4.736
TOTAL 54 100 84 100 5 100 190 100
2
INFERENCE:
From the above table it can be inferred that in highly satisfied customer
segment Airtel isleading with about 57.40% of the respondents while Tata
Indicom is lagging behind withonly5.56% of the respondents. In the satisfied
customer segment Aircel and Reliance Commare enjoying 22.61% share.
Satisfaction level of respondents on the
basis of performance of the service
provider
AIRTEL RELIANCE BSNL
IDEA TATA INDICOM VODAFONE

31

21
19 19
18
16

12

9 9
8
6
5 5
4
3
2 2
1

RY RY E D
TO TO IA
C C SF
F A F A TI
T IS T IS SA
SA SA N-
Y S- N O
HL N T
S-
IG DE T
-H N EN
TS PO D
DE
N
RE
S ON
N SP
O OF RE
SP . F
RE NO .O
. OF NO
NO

TABLE NO: 12
CONSUMER’S SATISFACTION LEVEL THE BASIS
OF PERIODICAL OFFERS
PROVIDED BY THE SERVICE PROVIDERS
S. NAME OF HIGHLY SATISFA- NON- TOTAL
N THE CELL SATISFA- CTORY SATISFACTORY
O PHONE CTORY
SERVICE
PROVIDER
1. IDEA 10 25.64 11 12.35 5 8.06 26 13.6
8
2. AIRTEL 18 46.15 33 37.07 14 22.58 65 34.2
1
3. BSNL 5 12.82 11 12.35 18 29.03 34 17.8
9
4. RELIANCE 3 7.69 21 23.59 15 24.19 39 20.5
2
5. TATA 0 0 9 10.11 8 12.90 17 8.94
INDICOM
6. VODAFONE 3 7.692 4 4.49 2 3.22 9 4.73
6
TOTAL 39 100 89 100 62 100 190 100
INFERENCE:
On the basis of periodical offers 46.15% of Airtel respondents are highly
satisfied, and no percentage of respondents is highly satisfied in Tata Indicom.
37.07% of the respondents are satisfied (average) of the Airtel’s periodical
offers. 29.03% of the respondents are dissatisfied of the BSNL’s periodical
offers and 9% of respondents are only dissatisfied about the Vodafone’s
periodical offers.

CONSUMER’S SATISFACTION LEVEL

THE BASIS OF PERIODICAL OFFERS
 PROVIDED BY THE SERVICE
PROVIDERS
HIGHLY SATISFACTORY NO.OF RESPONDENTS SATISFACTORY NO. OF RESPONDENTS
NON

33

21

18 18

15
14

11 11
10
9
8

5 5
4
3 3
2

AIRTEL RELIANCE BSNL IDEA TATA INDICOM VODAFONE

TABLE NO: 13
 CONSUMER’S SATISFACTION LEVEL ON THE
BASIS OF OUTGOING CALL CHARGES OF
SERVICE PROVIDERS
S.N NAME OF HIGHLY SATISFACTORY NONSATISFACTORY TOTAL
O THE SATISFACTORY
CELLULAR
SERVICE
PROVIDER
NO. OF PERCEN NO. OF PERCEN NO. OF PERCEN NO. OF PERCEN
RESPON TAGE RESPON TAGE RESPON TAGE RESPON TAGE
DENTS OF DENTS OF DENTS OF DENTS OF
RESPO RESPO RESPO RESPO
NDENTS NDENTS NDENTS NDENTS

1. AIRTEL 15 37.5 28 34.56 22 31.9 65 34.2

1
2. BSNL 6 15 12 14.81 16 23.18 34 17.8
9
3. RELIANCE 7 17.5 17 20.98 15 21.73 39 20.5
2
4. TATA 1 2.5 9 11.11 7 10.14 17 8.94
INDICOM
5. VODAFONE 3 7.5 4 4.93 2 2.89 9 4.73
6
6. IDEA 8 20 11 13.58 7 10.14 26 13.6
8
TOTAL 40 100 81 100 69 100 190 100

INFERENCE:
On the basis of outgoing call charges, 37.5% of Airtel respondents are highly
satisfied and only 2.5% of respondents are satisfied for the outgoing call
charges and Tata Indicom. 34.56% of respondents are satisfied (average) about
the outgoing call charges of Airtel and 4.93% of respondents only satisfied
(average) in Vodafone’s outgoing call charges. 31.9% of respondents are
dissatisfied about the outgoing call charges of Airtel, 2.89% of the
respondents are only dissatisfied about the outgoing call charges of Vodafone.
 CONSUMER’S SATISFACTION
LEVEL ON THE BASIS OF
OUTGOING CALL CHARGES OF
SERVICE PROVIDERS
HIGHLY SATISFACTORY NO.OF RESPONDENTS SATISFACTORY NO. OF RESPONDENTS
NON-SATISFACTORY NO. OF RESPONDENTS

28

22

17
16
15 15

12
11

9
8
7 7 7
6

4
3
2
1

AIRTEL RELIANCE BSNL IDEA TATA INDICOM VODAFONE

 TABLE NO: 14

CONSUMER’S ATTITUDE TOWARDS THE

IMPORTANCE OF HAVING A MOBILE
CONNECTION
S.NO NATURE NUMBER OF PERCENTAGE
RESPONDENTS OF
RESPONDENTS

1. NECESSITY 128 67.36

2. STATUS 21 11.05

3. LUXURY 9 4.736

4. COMPULSION 32 16.842

TOTAL 190 100

INFERENCE:
67.36% of the respondents are states that mobile connections are necessity,
and 4.736% of respondents are only states that mobile connections are luxury.
 CONSUMER’S ATTITUDE TOWARDS
THE
IMPORTANCE OF HAVING A MOBILE
CONNECTION

NECESSITY STATUS LUXURY COMPULSION

17%

5%

11%

67%
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 were thus arrived at. All the one hundred ninety
respondents were classified based on their level of satisfaction. Those who
have obtained up to 5 points were classified under low satisfaction category,
Respondents with 3 – 8 points were classified under medium satisfaction
category and those with more than 8 points were classified under high
satisfaction category. The various factors on which the satisfaction level of the
respondents was judged were as follows-:

 Performance
 Periodical offers
 Schemes
 Outgoing call charges

NUMBER OF RESPONDENTS AND LEVEL OF

SATISFACTION
LEVEL OF SATISFACTION NO. OF
RESPONDENTS
HIGH SATISFACTION 27
MEDIUM SATISFACTION 131
LOW SATISFACTION 32
 TOTAL 190

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) = Σ (O – E)2 / E

Degrees Of Freedom = V = (R – 1) (C -1)

Where,

 ‘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.
 TABLE NO. 1

CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN

GENDER AND SATISFACTION WITH REGARDING THE CELL
PHONE SERVICE PROVIDER
GENDER LEVEL OF SATISFACTION TOTAL

HIGH MODERATE LOW

MALE 23 97 38 158

FEMALE 9 18 5 32

TOTAL 32 105 43 190

HO: There is no significant relationship between gender and level

of satisfaction.
H1: There is significant relationship between gender and level of
satisfaction.
 O E O-E (O-E)2 (O-E)2/E
23 26.6105 -3.6105 13.036 .49
97 87.316 9.864 93.8 1.074
38 35.8 2.2 4.84 .135
9 5.39 3.61 13.03 2.417
18 17.7 0.3 .09 5.085
5 7.242 -2.242 5.027 .6941
TOTAL 9.8951

X2 = Σ (O-E)2 / E = 9.851

Number of degree of freedom:

ndf = (row-1) (column –1)

= (1) (2)
=2
Table value of x2 at 5% level of significance = 5.99

Conclusion:
HO is rejected since the calculated value of x2 (9.8951) is more than the table
value of x2(5.99) hence there is a significant relationship between level of
satisfaction and gender.
 TABLE NO. 2

CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN

AGE AND SATISFACTION WITH REGARDING THE CELL
PHONE SERVICE PROVIDER
AGE LEVEL OF SATISFACTION TOTAL
HIGH MODERATE LOW
UPTO 25 11 56 13 80
25-35 9 34 17 60
35-55 4 35 5 44
GREATER THAN 0 4 2 6
55

TOTAL 24 129 37 190

HO: There is no significant relationship between age and level of

Satisfaction.

H1: There is significant relationship between age and level of

Satisfaction.
 O E O-E (O-E)2 (O-E)2/E
11 10.105 0.9 0.81 .080
9 7.6 1.4 1.96 .26
4 5.6 -1.6 2.56 .46
0 .8 -0.8 .64 .8
56 54.3 1.7 2.89 .053
34 40.73 -6.73 45.29 1.11
35 29.9 5.1 26.01 .87
4 4.07 -0.07 .0049 .0012
13 15.6 -2.6 6.76 .43
17 11.7 5.3 28.09 2.4
5 8.6 -3.6 12.96 1.506
2 1.17 .83 .69 .59
TOTAL 8.56

X2 = Σ (O-E)2 / E = 8.56

Number of degree of freedom:

ndf = (row-1) (column

= (4-1) (3-1)
=6

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

Conclusion:
HO is accepted since the calculated value of x2 (8.56) is lesser than the table
value of x2 (12.59) hence there is no significant relationship between level of
satisfaction and age.
 TABLE NO:3

CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN

MARITAL STATUS AND SATISFACTION WITH REGARDING
THE CELL PHONE SERVICE PROVIDER

MARITAL LEVEL OF SATISFACTION TOTAL

STATUS
HIGH MODERATE LOW
MARRIED 23 51 18 92
UNMARRIED 14 67 17 98
TOTAL 37 118 35 190

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 E O-E (O-E)2 (O-E)2/E

23 17.9 5.1 26.01 1.45

14 19.08 -5.08 25.8 1.35

51 57.1 -6.1 37.21 .65

67 60.86 6.14 37.7 .619

18 16.94 1.06 1.12 0.067

17 18.05 -1.05 1.1025 .057

TOTAL 4.193

X2 = Σ (O-E)2/ E = 4.193
Number of degree of freedom:
ndf = (row-1) (column –1)
= (1) (2)
=2

Table value of x2at 5% level of significant = 5.99

Conclusion:
HO is accepted since the calculated value of x2 (4.193) is less than the table
value of (5.99) hence there is no significant relationship between level of
satisfaction and marital status.
 TABLE NO. 4

CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN

EDUCATIONAL QUALIFICATION AND SATISFACTION WITH
REGARDING THE CELL PHONE SERVICE PROVIDER
EDUCATIONAL LEVEL OF SATISFACTION TOTAL
QUALIFICATION

HIGH MODERATE LOW

UNDERGRADUATE 11 9 18 38

GRADUATE 22 25 42 89
POST GRADUATE 8 7 11 26

PROFESSIONAL 12 15 10 37
TOTAL 53 56 81 190

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 E O-E (O-E)2 (O-E)2/E
11 10.6 .4 .16 .01509
22 24.82 -2.82 7.95 .320
8 7.25 .75 .5625 .078
12 10.32 1.68 2.82 .273
9 11.2 -2.2 4.84 .432
25 26.23 -1.3 1.69 .064
7 7.7 -0.7 .49 .063
15 10.9 4.1 16.81 1.54
18 16.2 1.8 3.24 .2
42 37.9 4.1 16.81 .44
11 11.08 -0.08 .0064 .00058
10 15.8 -5.8 33.64 2.12
TOTAL 5.55
X2 = Σ (O-E)2 / E = 5.5

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 (5.55) is less than the table
value of x2 (12.59) hence there is no significant relationship between level of
satisfaction and educational qualification.
 TABLE NO. 5

CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN

MONTHLY INCOME AND SATISFACTION WITH REGARDING
THE CELL PHONE SERVICE PROVIDER
MONTHLY LEVEL OF SATISFACTION TOTAL
INCOME

HIGH MODERATE LOW

BELOW 5000 5 44 3 52
BETWEEN 5000- 7 15 6 28
10000

BETWEEN 8 52 16 76
10000-15000
BETWEEN 4 13 4 21
15000-20000

ABOVE 20000 1 7 5 13
TOTAL 25 131 34 190

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 E O-E (O-E)2 (O-E)2/E
5 6.84 -1.84 3.3856 0.49
7 3.7 3.3 10.89 2.94
8 10 -2 4 .4
4 2.8 1.2 1.44 .514
1 1.71 -0.71 0.5041 .2947
44 35.9 8.1 65.61 1.82
15 19.30 -4.3 18.49 0.96
52 52.4 -0.4 .16 .00305
13 14.5 -1.5 2.25 .16
7 8.96 -1.96 3.8416 .428
3 9.30 -6.3 39.69 4.2
6 5.01 .99 .98 .196
16 13.6 2.4 5.76 .4
4 3.8 .2 .04 .01
5 2.32 2.68 7.1824 3.096
TOTAL 15.91175

X2= Σ (O-E)2/ E = 15.91175

Number of degree of freedom:

ndf = (row-1) (column –1)
= (4) (2)
=8
Table value of x2 at 5% level of significant = 15.507

Conclusion:
HO is accepted since the calculated value of X2 (15.91175) is more
than the table value of X2 (15.507) hence there is a significant relationship
between level of satisfaction and monthly income.
 TABLE NO. 6

CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN

SERVICE
PROVIDERS AND
SATISFACTION
SERVICE LEVEL OF SATISFACTION TOTAL
PROVIDERS
HIGH MODERATE LOW
AIRTEL 11 44 10 65
BSNL 0 26 8 34
RELIANCE 6 21 12 39
TATA 0 11 6 17
INDICOM
IDEA 3 19 3 26
VODAFONE 2 6 1 9
TOTAL 40 127 40 190

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 E O-E (O-E)2 (O-E)2/E
4 3.147 O.853 0.728 0.231
11 7.87 3.13 9.8 1.24
0 4.116 -4.116 16.94 4.116
6 4.72 1.28 1.638 0.347
0 2.06 -2.06 4.24 2.06
2 1.09 0.91 0.82 0.75
19 17.38 1.62 2.62 0.1507
44 43.45 .55 0.302 0.0069
26 22.72 3.28 10.8 0.48
21 26.07 -5.07 25.7 0.99
11 11.36 -0.36 0.1296 0.0114
6 6.016 -0.016 0.000256 0.0000425
3 5.47 -2.47 6.1009 1.11
10 13.7 -3.7 13.69 0.99
8 7.16 0.84 0.70 0.09
12 8.21 3.79 14.36 1.75
6 3.6 2.4 5.76 1.6
1 1.9 -0.9 0.81 0.43
TOTAL 16.35
X2 = Σ (O-E)2/ E = 16.35

Number of degree of freedom:

ndf = (row-1) (column –1)
=(5) (2)
= 10

Table value of x2at 5% level of significance = 18.307

Conclusion:
HO is accepted since the calculated value of X2 (1.35) is less than the table
value of X2 (18.307) hence there is no significant relationship between level of
satisfaction and cellular service provider.
 TABLE NO. 7

CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN

THE USE OF MOBILE CONNECTION AND SATISFACTION LEVEL

PURPOSE LEVEL OF SATISFACTION TOTAL

HIGH MODERAT LOW
E
BUSINESS 6 11 9 26
PERSONAL 22 114 28 164
TOTAL 28 235 37 190

HO: There is no significant relationship between the use of mobile connection

and level of satisfaction.

H1: There is significant relationship between the use of mobile connection

and level of satisfaction.
O E O-E (O-E)2 (O-E)2/E

6 3.83 2.17 4.7089 1.229

22 24.17 -2.17 4.7089 0.195

11 17.105 -6.105 37.27 2.18

114 107.9 6.1 37.21 0.345

9 5.06 3.94 15.52 3.07

28 31.93 -3.93 15.44 0.5

TOTAL 7.519

X2 = Σ (O-E)2/ E = 7.519

Number of degree of freedom:

ndf = (row-1) (column –1)
=(2) (1)
=2

Table value of x2at 5% level of significance = 5.991

Conclusion:
HO is rejected since the calculated value of X2 (7.519) is more than the table
value of X2 (5.991) hence there is a significant relationship between the level
of satisfaction and use of mobile connection.
 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 (40%) are using
 Airtel, who are in the category of up to 25 years.
 On the basis of marital status mostly unmarried respondents are using
cell connections than married respondents.
 On the basis of educational qualification, most of the graduates are
using cell connections.
 On the basis of occupation, the employees are only used cell
connections in more level.
 On the basis of family income, 27.36% of the respondents are using cell
connections, which get family income of less than Rs.5, 000.
 Majority of the peoples buy the cell connections by influencing their
friends.
 8.42% of respondents are only influenced by advertisements.
 Majority of the peoples are using cell connections for personal usage.
 Majority of the peoples are using prepaid scheme.
 Majority of the peoples are using cell connections for both incoming
and outgoing.
 Majority of the peoples are seeking brand image, for their service
provider.
 On the basis of performance, only two and three people are highly
satisfied with IDEA and Tata Indicom respectively.
 Only one person is dissatisfied about the performance of Vodafone
service provider.
 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.
 Only one person is highly satisfied about the outgoing call charges of
Tata Indicom.
 On the basis of consumer’s attitude, majority of the people are states
that cell connections are necessity to all.
 4.36% of the respondents are only states that cell connections 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.
 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 shows that there is a significant relationship between
monthly income and level of satisfaction.
 Chi-square test indicates that there is no significant relationship
between service provider and satisfaction level.
 SUGGESTIONS
 Tata Indicom and Vodafone should try to expand their customer’s
network.
 Vodafone and BSNL should try to attract the young people. (Up to
25years)
 Idea, Tata Indicom and Vodafone should try to attract old peoples also.
 All the service providers are made good advertisements for their
service.
 Because, advertisements are take little part for influencing the
consumers.
 All the service providers should try to increase post paid users.
 75% of the peoples are unaware about the various services rendered by
their service provider. So the service providers should try to make
awareness of their customer services to their customers.
 Reliance, Tata Indicom should attract the customers by reducing their
price.
 Airtel, Reliance customers are highly dissatisfied about the performance
of the service provider. So they should try to add some advanced
features towards their services.
 Tata Indicom and Vodafone should give periodical offers to their
customers.
 Tata Indicom should decrease their outgoing call charges.
 SWOT ANALYSIS
S – The strength of Tata Indicom lies in its technically robust network
structure. It has almost all the latest technology needed for giving the
customer a smooth and flaunt less service.

W – The weakness of Tata Indicom lies in its unsatisfactory network coverage

as compared to telecom leaders such as Bharti Airtel and BSNL. Its one major
weakness is its poor signal strength in many interior areas. So it should give
attention to this aspect.

O – It has a ready technological platform for 3-G technology. It can leverage it

in its favor to give its customers new services across its network.

T – The possible threat to Tata Indicom comes from BSNL, Reliance and
upcoming new CDMA players. It should strive hard to differentiate itself from
others in a meaningful way. The perception of the general mass is also not
very favorable about it, so it should actively involve itself in branding itself.
 CONCLUSION:
This is an information era significance of information cannot be over
emphasized. This study attempts to find out the factors effecting consumer
behavior and the satisfaction of consumer regarding cell phone service
providers.
This decade, most of the peoples using cell connections. So, service providers
are increasing in more level. So service provider should over come
competition.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 connections are a necessity to all. Because, along with
bridging the communication gap it has given a sense of safety to the men and
women also. And only few persons feel that cell connections are luxury one.
India is rapidly evolving on the lines of other developed countries in the sphere
of telecom service, so Tata if Indicom wants to leverage this opportunity it
should give due attention on increasing its customer base rapidly.

In my survey I found that consumer wants more attractive scheme and more
facilities. Mostly they purchase on the basis of schemes, so the company
should take the necessary steps and expand their network to rural market
extensively.

I found that few services needs improvements and consumers wants best
service from the company. They want better schemes. There are plus point for
the company in the market.

The study indicates that the consumer of TTSL want a better connectivity and
more attractive scheme. So the company should take proper and immediate
action on it.
 QUESTIONNAIRE:
1) Please name the cellular service/connection you are currently using.
a) Airtel b) Tata Indicom
c) Vodafone d) B.S.N.L
e) Reliance f) Idea

2) Who influenced you to by the particular cell phone service provider?

a) Family Member b) Neighbors
c) Relations d) Friends
e) Advertisement f) Dealers
g) Others

3) Why do you buy the mobile connection?

a) For business
b) For personal use

4) What is your preference?

a) Post-paid
b) Pre-paid

5) For what reasons you opted for the above plan

a) Convenience/Handset
b) Cost control
c) Value added services
d) Discounts/Attractive schemes
6) What factors influenced you in purchasing the cellular brand you are
currently using. Rate the factors on a scale of 1-4?
a) Price/Tariff plan/ Offers
b) Brand name
c) Availability in store
d) Signal Strength

7) While purchasing your preferred brand of cellular connection what sort of

features you look forward in your cellular service brand?
a) Network coverage
b) Tariff
c) Price-Validity ratio
d) Value added services

8) For which purpose are you using your mobile connection (Service Provider)
mainly for?
a) Incoming
b) Outgoing
c) Both
d) SMS

9) Are you aware of the following details relating in your mobile connection
(Pre / Postpaid connection)
S. No Aware Neutral Unaware
a) Scheme
b) Charges
c) Periodical offers

10) Satisfaction level about your cell phone service provider?

S. No Highly Satisfied Satisfied Non-Satisfied
a) Price
b) Performance
c) Schemes
d) Periodical Offers
11) Did you experience any problem with your preferred cellular service
brand?
a) Yes
b) No
If yes please specify ______________________________________

12) If yes was the problem effectively taken care off immediately?
a) Yes
b) No

13) How likely you are to recommend your preferred cellular service brand to
your friends and relatives?
a) Very Likely
b) Somewhat Likely
c) Somewhat Unlikely
d) Very Unlikely

14) You consider owing a mobile connection as a -

a) Necessity
b) Status
c) Luxury
d) Compulsion

15) What is your valuable suggestion / opinion about your cell

phone service provider ?
Personal details (Put tick mark (√) in appropriate box.)

Name _______________________________________

Age :
0-25yrs
25-35yrs
35-55yrs
> 55yrs

Gender:
Male
Female

Marital status:
Married
Unmarried

Qualification:
Undergraduate
Graduate
Post-graduate
Professional degree (Specify): _____________________

Income group Monthly income

Below 5000
Between 5000-10000
Between 10000-15000
Between 15000-20000

Date: Thanking You

Tata Indicom
BIBLIOGRAPHY –
BOOKS-
 Philip Kotler, Marketing Management, 11th Ed, Princeton-Hall India
 2003
 Marketing Research-Naresh .K.Malhotra
 Marketing Management : ICMR Publication
 Business Research methods : ICMR Publication
 Marketing Management - V.S. Ramaswamy,
 Research Methodology - C.R.Kothari
 Operation Research – Vittal
 Business Week
 The Times
 Market Areas Analysis (Author: Dr. Jean-Paul Rodriguez).

JOURNALS-
 Business India
 4Ps of Marketing

INTERNET SOURCE-
 http: www.google.com
 http:www.wikipedia.org
 http: www.yahoo.com
 http: www.economicstimes.indiatimes.com
 http :www.thehindubusinessline.com
 http :www.thehindubusinessline.com
 www.tataindicom.com