Beruflich Dokumente
Kultur Dokumente
By
Madhumitha Muthukumar
Reg.No. 71104631029
of
A PROJECT REPORT
Submitted to the
of
JUNE, 2006
BONAFIDE CERTIFICATE
BONAFIDE CERTIFICATE
supervision. Certified further, that to the best of my knowledge the work reported
herein does not form part of any other project report or dissertation on the basis
other candidate.
Supervisor Director
The type of research undertaken for the study was descriptive research
and the sampling design used is stratified proportionate random sampling. The
sample size was 420.The target respondents were the customers of AIRTEL,
AIRCEL, BPL, BSNL, and RELIANCE in a proportionate number. The data was
collected using a standardized questionnaire, through the interview mode.
From the analysis it was found that AIRTEL and AIRCEL are the main
competitors for BSNL. AIRTEL’s promotional campaign has played a significant
role in attracting customers and its huge amount of value added services and
add-on card features has also added to its success. AIRCEL’s call tariff and its
early entry into the market and its SMS facilities has made customers choose its
service.
It is also found that the good network coverage, call tariff and roaming
facilities are the strengths of BSNL whereas SMS charges, poor customer care,
lack of value added services, lack of effective promotional campaigns and high
network congestion are some of BSNL’s weakness. It is found from the analysis
that the awareness of the schemes that BSNL introduce is not known to the
public. The study has also revealed that there are small proportions of BSNL
customers who are not satisfied with the services that BSNL offers.
The study has brought out factors which the mobile service providers
should concentrate upon to offer the best of services. The factors are customers
care, coverage, performance, pricing and accessibility.
ACKNOWLEDGEMENT
ACKNOWLEDGEMENT
I take this opportunity to acknowledge and thank the various people who
Prof. Suresh Kumar, M.Sc., M.B.A., for his constant motivation and
General Manager (U&A), BSNL, Erode for granting me the permission to carry
out my research work in BSNL and also for his constant encouragement and
analysis.
I would also like to thank all members of the Faculty, of the Department of
Management Studies, Kongu Engineering College and my family and friends who
Chapter Page
Particulars
No. No.
ABSTRACT (ENGLISH)
ABSTRACT (TAMIL)
LIST OF TABLES
LIST OF FIGURES
1 INTRODUCTION
1.1 Telecommunication
1.2 Indian Telecommunication Industry
1.3 Cellular phones & Importance
1.4 Company Profile
1.5 About The Project
2 AIM, OBJECTIVES & LIMITATIONS
2.1 Aim of the Project
2.2 Objectives
2.3 Minor Objectives
2.4 Limitations
3 RESEARCH METHODOLOGY
3.1 The Research Design
3.2 Data Sources
3.3 Questionnaire Design
3.4 Pre-Testing, Revision, Final Draft
3.5 Sampling Technique
3.6 Test Used
4 ANALYSIS & INTERPRETATION
4.1 Analysis of Data
4.2 Chi Square Analysis
4.3 Factor Analysis
4.4 Kruskal Wallis Test
4.5 Wilcoxon Signed Rank Test
5 FINDINGS & SUGGESTIONS
5.1 Findings
5.2 Suggestions
6 CONCLUSION
APPENDIX 1
APPENDIX 2
BIBILIOGRAPHY
REFERENCES
LIST OF TABLES
LIST OF TABLES
Tabl
Page
e Particulars
No.
No.
4.1.1 Profile of the Respondents
4.1.2 Table showing the reasons for selection of AIRTEL service
4.1.3 Table showing the reasons for selection of AIRCEL service
4.1.4 Table showing the reasons for selection of BPL service
4.1.5 Table showing the reasons for selection of BSNL service
4.1.6 Table showing the reasons for selection of Reliance service
4.1.7 Table showing the service providers and the schemes selected by
the customers
4.1.8 Table showing why people do not prefer BSNL
4.1.9 Table showing the overall ranking obtained by various service
providers in terms of various attributes
4.2.1 Table showing the relationship between income level and the type
of scheme selected by AIRTEL customers
4.2.2 Table showing the relationship between income level and the type
of scheme selected by AIRCEL customers
4.2.3 Table showing the relationship between income level and the type
of scheme selected by BPL customers
4.2.4 Table showing the relationship between income level and the type
of scheme selected by BSNL customers
4.2.5 Table showing the relationship between income level and the type
of scheme selected by Reliance customers
4.2.6 Table showing the relationship between the service providers and
the corresponding customer satisfaction level
4.2.7 Table showing the relationship between the service providers and
the gender of the respondents
4.2.8 Table showing the relationship between the service providers and the
age of he respondents
4.2.9 Table showing the relationship between the service providers and the
occupation of the respondents
4.2.1 Table showing the relationship between the service providers and the
0 income level of the respondents
4.2.1 Table showing the relationship between gender and the type of
1 scheme selected by Airtel customers
4.2.1 Table showing the relationship between gender and the type of
2 scheme selected by Aircel customers
4.2.1 Table showing the relationship between gender and the type of
3 scheme selected by BPL customers
4.2.1 Table showing the relationship between gender and the type of
4 scheme selected by BSNL customers
4.2.1 Table showing the relationship between gender and the type of
5 scheme selected by Reliance customers
4.3.1 Table showing the factor analysis-rotated component matrix
4.4.1 Table showing the Kruskal Wallis Test for ranking done by BSNL
customers
4.4.2 Table showing the K test results performed on the ranking of Airtel,
Aircel, Bpl & Reliance customers over other service providers.
4.5.1 Table showing the Wilcoxon Signed Rank Test calculation for the other
service providers
4.6.1 Table showing the income level of the respondents and the
satisfaction level of the BSNL customers
LIST OF FIGURES
LIST OF FIGURES
Tabl
Page
e Particulars
No.
No.
1.1 Market share of mobile services in India
4.1.1 Chart showing the reasons for choosing Airtel service
4.1.2 Chart showing the reasons for choosing Aircel service
4.1.3 Chart showing the reasons for choosing BPL service
4.1.4 Chart showing the reasons for choosing BSNL service
4.1.5 Chart showing the reasons for choosing Reliance service
4.1.6 Chart showing the service providers and the percentage of
Prepaid & Postpaid customers
4.1.7 Chart showing the reasons for not choosing BSNL service
4.2.1 Chart showing the service providers and the gender of the
respondents
4.2.2 Chart showing the service providers and the age group of the
respondents
4.2.3 Chart showing the service providers and the occupation of the
respondents
4.2.4 Chart showing the service providers and the income level of the
respondents
INTRODUCTION
CHAPTER 1
INTRODUCTION
1.1. TELECOMMUNICATION
The widespread use of mobile phone has increased over the past decade
to the point of becoming an essential part of business, commerce and society.
Mobile phones are convenient because they are small and mobile. To own one
often confers status and power. Most important, mobile phones give access to
the world anytime, anywhere and have come to provide great assistance to
users. Mobile phones are also economically priced to be affordable by the
majority. Technological improvements are continuing to place mobile phones on
the forefront of communication tools. They let the users to embrace constant
communication. Their use of mobile phone is diverse, and depends on design
and usability.
Cell phones were used —not just talking on them but also playing games,
getting information off the Internet, sending short text messages, listening music,
setting alarms, to organize work and much more.
1.3.1. Indian Cellular market
After the liberalization of the Indian Telecom Sector in 1994, the Indian
cellular market witnessed a surge in cellular services. By 2005, there were a total
of 12 players in the market with the five major players being Bharti Tele-Ventures
Limited (Bharti), Bharat Sanchar Nigam Limited (BSNL), Hutchinson-Essar
limited (Hutch), Idea Cellular limited (Idea) and Reliance India Mobile (RIM).
All the players except RIM offered services based on the Global System
for Mobile (GSM) technology. RIM provided services based on Code Division
Multiple Access (CDMA) technology. As competition in the telecom arena
intensified; service providers took new initiatives to woo customers.
The market shares of major players are shown in the figure below:
India has become one of the fastest growing mobile markets in the world.
The mobile services were commercially launched in August 1995 in India. In the
initial 5-6 years the average monthly subscribers additions were around 0.05 to
0.1 million only and the total mobile subscribers base in December 2002 stood at
10.5 millions. However, after the number of proactive initiatives taken by
regulator and licensor, the monthly mobile subscriber additions increased to
around 2 million per month in the year 2003-04 and 2004-05. For the year 2005-
06, the first 9 months have seen an addition of 26 million mobile subscribers,
which translates into average addition of 3 million subscribers monthly. The
additions in the month of December 2005 alone have touched around 4.5 million
[2].
At the time of launch of GSM cellular service in the country there were a number
of impediments in the form of high handset costs, exorbitant tariffs, high initial
entry/activation charges, Mobile Party Pays (MPP) regime etc. With the passage
of time these initial barriers have almost disappeared as on date [2].
Tariff: The mobile tariffs in India have also become lowest in the world. A new
mobile connection can be activated with a monthly commitment of Rs.200 to
Rs.250. The average mobile tariffs prevalent in India are much lower than the
rates that are prevalent in different countries in the neighborhood. In India the
approximate per minute cellular tariff is Rs.1 where as its Rs.1.50 in China, Rs.3
in Bangladesh and Nepal, Rs.3.80 in Pakistan and Rs.5 in Srilanka [2].
Handset Sales: The data pertaining to sale of handsets in India provided by
Indian Cellular Association (ICA) for the last three years is as under:-
* 2003: 19 Million
* 2004: 24 Million
* 2005: 32 Million
The above data also is in synchronization, which supports the high growth of
mobile subscribers in last 3 years. With the monthly additions of about 5 million
subscribers, the sale of handsets is likely to pick up substantially in 2006 and
may reach somewhere in the range of 60-65 millions per annum. The
replacement market in India is mentioned to be about 10% of the total subscriber
base [2].
When it comes to connecting the four corners 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 the quest to attain the position of a
leader. It is working round the clock to take India into the future by providing
world class telecom services for people of India. BSNL is India's no. 1 Telecom
Service provider and most trusted Telecom brand of the Nation. Driven by the
very best of telecom technology from chosen global leaders, it connects each
inch of the nation to the infinite corners of the globe, to enable the customer to
step into tomorrow.
Bharat Sanchar Nigam Limited on October 19, 2002, launched its much-
awaited cellular services CellOne. BSNL is the first in India to launch Cellular
Service, Nationwide at one time. India’s fastest growing cellular service
To address all these issues, so that the management can take appropriate
measures, a research has been called to provide information on the areas where
BSNL needs attention.
AIM, OBJECTIVES &
LIMITATIONS
CHAPTER 2
The telecom companies come out with many schemes and offers, to
attract customers and to make them use the various features provided by these
companies. The aim of this study would supplement this effort of the company in
a small way.
2.2. OBJECTIVES
2.4. LIMITATIONS
4. Time at the disposal for the research was limited and hence a more
elaborate study could not be conducted.
5. The area of study is limited to Erode District only; hence the result may
not be true to other geographical regions.
RESEARCH METHODOLOGY
CHAPTER 3
RESEARCH METHODOLOGY
The websites of the service providers and various other researches done
in this area along with websites of TRAI, Cellular Operators Association of India
served as the secondary sources of data.
Proper care has been taken to ensure that the information needs match
the objectives which in turn match the data collected through the questionnaire.
The basic cardinal rules of questionnaire design like using simple and clear
words, the logical and sequential arrangement of questions has been taken care
of.
The ‘validity’ of the questionnaire was also looked into. Validity refers to
whether the Questionnaire is measuring what it is purported to measure. Content
Validity, i.e. the contents of the questionnaire whether it is aligned with the
objectives was looked into by the guide in charge in the BSNL office and
approval was given. By going through the process of validity confidence was
developed that the questionnaire is free from systematic errors.
The ‘reliability’ of a questionnaire refers to a measurement free from
random errors or put in another way, whether the results obtained from the
measurement are the same for a particular respondent when interviewed
between two intervals. Around 10 respondents who were involved in pre-testing
the questionnaire were interviewed after a period of 10 days and the results did
not show any deviation. Hence reliability was achieved.
3.5.1. Illustration:
Airtel - 80000
Aircel - 70000
BPL - 47600
BSNL - 77000
Reliance - 35300
Total 309900
Adopting the proportional allocation, the sample sizes for different strata are:
Thus, using proportional allocation, the sample sizes for different strata
are 108:95:65:104:48.
3.6. TEST USED
Chi Square tests can be used to determine whether the two attributes are
independent of each other if the population is classified into several categories
with respect to two attributes [4].
This test is based on the concept of concordant and discordant pairs. This
Kendall’s statistics does not require the assumption of a bivariate normal
distribution, yet by incorporating order most produce a range from -1.0(a perfect
negative relationship) to +1.0(a perfect positive one). Within this range, a
coefficient with a larger magnitude (absolute value of the measure) is interpreted
as having a stronger relationship. These characteristics allow the analyst to
interpret both the direction and strength of the relationship. [6]
3.6.6. Cross tabulation with simple percentage analysis is also used in places
where it is appropriate along with graphs and charts.
ANALYSIS & INTERPRETATION
CHAPTER 4
TABLE 4.1.1
a)SERVICE PROVIDERS
No. Of
S.No Service providers %
Respondents
1 Airtel 108 25.7
2 Aircel 95 22.6
3 Bpl 65 15.5
4 Bsnl 104 24.8
5 Reliance 48 11.4
Total 420 100
b)GENDER
No. Of
S.No Gender %
Respondents
1 Male 275 65.5
2 Female 145 34.5
Grand Total 420 100
c)AGE
No. Of
S.No Age %
Respondents
1 Under 25 yrs 106 25.2
2 Between 25-34 yrs 156 37.1
3 Between 35-44 yrs 99 23.6
4 Between 45-54yrs 41 9.8
5 Greater than 55 18 4.3
Grand Total 420 100
d)OCCUPATION
No. Of
S.No Occupation %
Respondents
1 Businessman 131 31.2
2 Professional 63 15.0
3 Executive 124 29.5
4 Student 66 15.7
5 Housewife 36 8.6
Grand Total 420 100
e)INCOME LEVEL
No. Of
S.No Income level %
Respondents
1 Less than Rs.1 lakh 177 42.1
2 Between Rs.1lakhs-Rs.3lakhs 151 36.0
3 Between Rs.3lakhs-Rs.5lakhs 73 17.4
4 Greater than Rs.5lakhs 19 4.5
Grand Total 420 100
INFERENCE:
Reasons for
selection of AIRTEL No. Of
%
service by AIRTEL Respondents
Customers
Call Rate 45 14.6
Good Network
51 16.5
Coverage
Network availability 33 10.7
Good Customer
22 7.1
Care
Promotional offers 14 4.5
Free SMS 43 13.9
Roaming Facilities 31 10.0
Add-on card/Closed
25 8.1
user groups
Influence from
25 8.1
Friends/Relatives
Value Added
20 6.5
Services
Total 309 100.0
INFERENCE
16.5% of the respondents who are AIRTEL customers have chosen Airtel
because of good network coverage, 15% of the respondents because of call
rates and 14% because of free SMS.
Fig 4.1.1
CHART SHO
Roaming Fac
TABLE 4.1.3
Reasons for
No. Of
selection of AIRCEL
Respondent %
service by AIRCEL
s
Customers
Call Rate 46 24.9
Good Network
14 7.6
Coverage
Network availability 4 2.2
Good Customer
20 10.8
Care
Promotional offers 10 5.4
Free SMS 49 26.5
Roaming Facilities 8 4.3
Add-on card/Closed
16 8.6
user groups
Influence from
17 9.2
Friends/Relatives
Value Added
1 0.5
Services
Total 185 100.0
INFERENCE
27% of the respondents who are Aircel customers have chosen its service
because of free SMS, 25% of the respondents have chosen it because of call
tariffs and
Fig 4.1.2
CHART SHO
Roaming Faci
TABLE 4.1.4
Reasons for
selection of BPL No. Of
%
service by BPL Respondents
Customers
Call Rate 32 16.8
Good Network
20 10.5
Coverage
Network availability 23 12.0
Good Customer Care 28 14.7
Promotional offers 6 3.1
Free SMS 14 7.3
Roaming Facilities 14 7.3
Add-on card/Closed
12 6.3
user groups
Influence from
27 14.1
Friends/Relatives
Value Added
15 7.9
Services
Total 191 100.0
INFERENCE
17% of the respondents who are BPL customers have chosen its service
because of call rates, 15% of the respondents have chosen it because of good
customer care and 14% have chosen it because of the influence from the friends
and relatives.
Fig 4.1.3
CHART SHOWI
Roaming Faciliti
Free SM
TABLE 4.1.5
Reasons for
selection of BSNL No. Of
%
service by BSNL Respondents
Customers
Call Rate 50 24.8
Good Network
80 39.6
Coverage
Network availability 12 5.9
Good Customer Care 10 5.0
Promotional offers 4 2.0
Free SMS 4 2.0
Roaming Facilities 29 14.4
Add-on card/Closed
4 2.0
user groups
Influence from
7 3.5
Friends/Relatives
Value Added
2 1.0
Services
Total 202 100.0
INFERENCE
40% of the respondents who are BSNL customers have chosen its service
because of good network coverage, 25% of the respondents have chosen it
because of call rates and 15% have chosen it because of the roaming facilities.
Fig 4.1.4
CHART SHO
Roaming Facil
Free S
TABLE 4.1.6
Reasons for
selection of
No. Of
RELIANCE %
Respondents
service by RELIANCE
Customers
Call Rate 16 13.8
Good Network
26 22.4
Coverage
Network availability 10 8.6
Good Customer Care 8 6.9
Promotional offers 6 5.2
Free SMS 10 8.6
Roaming Facilities 12 10.3
Add-on card/Closed
14 12.1
user groups
Influence from
6 5.2
Friends/Relatives
Value Added Services 8 6.9
Total 116 100.0
INFERENCE
22% of the respondents who are RELIANCE customers have chosen its
service because of good network coverage, 14% of the respondents have
chosen it because of call rates and 12% have chosen it because of the add on
cards/closed user group option.
Fig 4.1.5
CHART SH
Value Added Se
Roaming Fa
Free
TABLE 4.1.7
INTERPRETATION:
CHART SHOWI
PERCENTAGE
70.00%
59.26%
60.00%
TABLE 4.1.8
No. of
S.No Reasons for not choosing BSNL %
Respondents
1 No free SMS 76 26.2
2 Very poor customer care 65 22.4
3 High network congestion 41 14.1
4 Lack of bill collection centers 25 8.6
5 No proper CUG facilities 16 5.5
6 Time delay in getting the connection 14 4.8
7 Lack of awareness 13 4.5
8 Not available at the time their purchase 12 4.1
9 High tariff 8 2.8
10 No free network calls 6 2.1
11 There is no clear clarity 6 2.1
12 No value added services 4 1.4
13 Need the same number 2 0.7
14 Problem in calling Aircel mobiles 2 0.7
Total 290 100.0
INFERENCE
There were 290 (26 did not answer and 104 were BSNL customers who
were not eligible to answer this question) who responded to the open ended
question. Their views were classified carefully into 14 categories as shown
above.18% of the respondents did not choose BSNL because of SMS charges
and 15% of the respondents feel that the customer care is very poor. 14% feel
that there is high network congestion.9% feel that there is not enough bill
collection centers to pay their bills at ease.
Fig 4.1.7
CHART SHOW
Problem in calling Ai
Need the sa
No value add
There is no
No free n
TABLE 4.1.9
B) Network Coverage
C) Network Congestion/Uptime
E) Good Advertisements
F) SMS Facilities
INFERENCE
From the figures it is seen that BSNL occupies first place in the minds of
the cell phone users when it comes to cheaper call rates, Network Coverage and
Roaming. It occupies second place when it comes to Network congestion, sixth
place for its advertisements and fifth place for SMS facilities, Value added
services and add on cards.
4.2. CHI SQUARE ANALYSIS
TABLE 4.2.1
CALCUALTIONS
INFERENCE:
It is found from the above analysis that chi square value is less than the
table value and hence we accept the null hypothesis. Therefore there is no
association between the income level and the type of scheme selected by the
AIRTEL customers.
TABLE 4.2.2
CALCUALTIONS
INFERENCE:
It is found from the above analysis that chi square value is greater than the
table value and hence we reject the null hypothesis. Therefore there is an
association between the income level and the type of scheme selected by the
AIRCEL customers. But the association is not strong.
TABLE 4.2.3
CALCUALTIONS
INFERENCE:
It is found from the above analysis that chi square value is greater than the
table value and hence we reject the null hypothesis. Therefore there is an
association between the income level and the type of scheme selected by the
BPL customers but the association is not very strong.
TABLE 4.2.4
CALCUALTIONS
INFERENCE:
It is found from the above analysis that chi square value is less than the
table value and hence we accept the null hypothesis. Therefore there is no
association between the income level and the type of scheme selected by the
BSNL customers.
TABLE 4.2.5
NULL HYPOTHESIS (H0) -There is no association between the income level and
the type of scheme selected by the RELIANCE customers.
ALTERNATIVE HYPOTHESIS (H1) - There is association between the income
level and the type of scheme selected by the RELIANCE customers.
CALCUALTIONS
INFERENCE:
It is found from the above analysis that chi square value is less than the
table value and hence we accept the null hypothesis. Therefore there is no
association between the income level and the type of scheme selected by the
RELIANCE customers.
TABLE 4.2.6
Neither
Satisfied
SERVICE PROVIDERS Dissatisfied Satisfied Grand Total
Nor
Dissatisfied
Airtel 4 10 94 108
Aircel 8 18 69 95
Bpl 4 14 47 65
Bsnl 7 14 83 104
Reliance 5 8 35 48
Grand Total 28 64 328 420
CALCUALTIONS
INFERENCE:
It is found from the above analysis that chi square value is less than the
table value and hence we accept the null hypothesis. Therefore there is no
association between the service providers and their customer’s satisfaction level.
TABLE 4.2.7
CALCUALTIONS
INFERENCE:
It is found from the above analysis that chi square value is greater than the
table value and hence we reject the null hypothesis. Therefore there is an
association between the service providers and gender of the respondents. From
the coefficient of contingency it is found that the association is not strong.
Fig 4.2.1
CHART SHOWI
GEN
Reliance
Bsnl
ROVIDERS
TABLE 4.2.8
25- 35-
Under25 Greater than
SERVICE PROVIDERS 34 44 Grand Total
yrs 45 yrs
yrs yrs
Airtel 39 36 23 10 108
Aircel 30 37 19 9 95
Bpl 8 23 26 8 65
Bsnl 21 36 21 26 104
Reliance 8 24 10 6 48
Grand Total 106 156 99 59 420
CALCUALTIONS
INFERENCE:
It is found from the above analysis that chi square value is greater than the
table value and hence we reject the null hypothesis. Therefore there is an
association between the service providers and age of the respondents. From the
coefficient of contingency it is found that the association is not very strong.
Fig 4.2.2
CHART SHOWI
AGE G
Reliance
Bsnl
Bpl
TABLE 4.2.9
SERVICE
Business Professional Executive Student Housewife Grand Total
PROVIDERS
Airtel 25 14 37 26 6 108
Aircel 28 10 35 12 10 95
Bpl 24 14 13 5 9 65
Bsnl 36 19 27 17 5 104
Reliance 18 6 12 6 6 48
Grand Total 131 63 124 66 36 420
CALCUALTIONS
INFERENCE:
It is found from the above analysis that chi square value is greater than the
table value and hence we reject the null hypothesis. Therefore there is an
association between the service providers and occupation of the respondents.
From the coefficient of contingency it is found that the association is not strong.
Fig 4.2.3
CHART SHOWI
OCCUP
40.0%
%
.3
34
35.0%
29
30.0%
%
%
.1
.1
24
25.0%
23
TABLE 4.2.10
CALCUALTIONS
INFERENCE:
It is found from the above analysis that chi square value is greater than the
table value and hence we reject the null hypothesis. Therefore there is an
association between the service providers and income of the respondents and
from the coefficient of contingency it is found that the association is not very
strong.
Fig 4.2.4
CHART SHOWI
PERCEN
60.00%
5
50.00%
TABLE 4.2.11
NULL HYPOTHESIS (H0) - There is no association between the gender and the
type of scheme selected by the AIRTEL customers.
ALTERNATIVE HYPOTHESIS (H1) - There is association between the gender
and the type of scheme selected by the AIRTEL customers.
CALCUALTIONS
INFERENCE:
It is found from the above analysis that chi square value is less than the
table value and hence we accept the null hypothesis. Therefore there is no
association between the gender and the type of scheme selected by the AIRTEL
customers.
TABLE 4.2.12
NULL HYPOTHESIS (H0) - There is no association between the gender and the
type of scheme selected by the AIRCEL customers.
ALTERNATIVE HYPOTHESIS (H1) - There is association between the gender
and the type of scheme selected by the AIRCEL customers.
CALCUALTIONS
INFERENCE:
It is found from the above analysis that chi square value is less than the
table value and hence we accept the null hypothesis. Therefore there is no
association between the gender and the type of scheme selected by the AIRCEL
customers.
TABLE 4.2.13
NULL HYPOTHESIS (H0) - There is no association between the gender and the
type of scheme selected by the BPL customers.
ALTERNATIVE HYPOTHESIS (H1) - There is association between the gender
and the type of scheme selected by the BPL customers.
CALCUALTIONS
INFERENCE:
It is found from the above analysis that chi square value is less than the
table value and hence we accept the null hypothesis. Therefore there is no
association between the gender and the type of scheme selected by the BPL
customers.
TABLE 4.2.14
NULL HYPOTHESIS (H0) - There is no association between the gender and the
type of scheme selected by the BSNL customers.
ALTERNATIVE HYPOTHESIS (H1) - There is association between the gender
and the type of scheme selected by the BSNL customers.
CALCUALTIONS
INFERENCE:
It is found from the above analysis that chi square value is less than the
table value and hence we accept the null hypothesis. Therefore there is no
association between the gender and the type of scheme selected by the BSNL
customers.
TABLE 4.2.15
NULL HYPOTHESIS (H0) - There is no association between the gender and the
type of scheme selected by the RELIANCE customers.
ALTERNATIVE HYPOTHESIS (H1) - There is association between the gender
and the type of scheme selected by the RELIANCE customers.
CALCUALTIONS
INFERENCE:
It is found from the above analysis that chi square value is less than the
table value and hence we accept the null hypothesis. Therefore there is no
association between the gender and the type of scheme selected by the
RELIANCE customers.
4.3. FACTOR ANALYSIS
TABLE 4.3.1
Component
1 2 3 4 5
STATEMENT I.A 1.770E-02 .850 4.224E-02 -5.562E-02 .137
STATEMENT I.B 3.840E-02 .862 .156 6.513E-02 .165
STATEMENT II.A -9.405E-02 .148 .311 9.142E-02 .733
STATEMENT II.B .333 7.157E-02 .742 .179 .122
STATEMENT II.C .131 .181 .838 -1.955E-02 .101
STATEMENT III.A -.122 .172 1.007E-02 .779 .101
STATEMENT IV.A .368 -.104 5.147E-02 .659 9.371E-02
STATEMENT IV.B .261 -2.686E-02 .475 .539 7.718E-02
STATEMENT IV.C .384 .419 .219 .393 -.109
STATEMENT IV.D .526 .564 3.604E-02 .243 -.146
STATEMENT V.A .677 5.901E-02 .221 9.234E-02 3.342E-02
STATEMENT V.B .776 7.275E-02 .270 3.962E-02 1.063E-02
STATEMENT V.C .758 -1.270E-03 .175 6.435E-02 -9.057E-02
STATEMENT VI.A .622 .121 -9.875E-02 .224 .612
STATEMENT VI.B .724 .168 -2.552E-02 .109 .483
FACTOR 2
FACTOR 3
FACTOR 4
FACTOR 5
FACTOR 2 - COVERAGE
FACTOR 3 - PERFORMANCE
FACTOR 4 - PRICING
FACTOR 5 - ACCESSABILITY
INFERENCE
The following table shows the Kruskal Wallis test of BSNL customers have
ranked the other service providers as well as their own service in comparison
with others.
TABLE 4.4.1
INFERENCE:
From the above data it is found that the probability value is lesser than the
significant level (0.05) hence the null hypothesis is rejected. Therefore there is
significant relationship between the ranking given by BSNL customers towards
the other service providers and theirs.
From their average score it is found that BSNL customers have ranked
AIRTEL first and they given BSNL the second place. This clearly shows that
BSNL customers themselves are not satisfied with the service of BSNL and
prefer AIRTEL even though they have BSNL connection.
Similarly the same Kruskal Wallis Test is applied to other customers to find out
their difference in ranking. The results of all that is shown in the consolidated
table below.
TABLE 4.4.2
INFERENCE:
From the table it is clear that there is a significant difference between the
Airtel, Aircel, BPL, and Reliance customers ranking on Airtel, Aircel, BPL, BSNL,
Reliance and Tata Indicom service providers. From the average scores it is
found that Airtel customers have ranked Airtel first. Aircel customers have given
first rank to Aircel while BPL customers have given first place to Airtel again and
Reliance customers have given first place to reliance service itself.
4.5. WILCOXON SIGNED RANK TEST:
This test was performed on the entire sample size (420).The ranks
obtained by BSNL is compared with the other service providers like Airtel, Aircel
BPL, Reliance and Tata.
n = 420
Expected value = 44205.00
Standard deviation = 2454.08
Corrected for ties = -7.87 z,
p-value = 1.78E-15 (one tailed, upper)
From the calculation it is seen that the probability value is less than
the significant level 0.05.Hence the null hypothesis is rejected. Therefore there is
a significant relation between the rankings of AIRTEL and BSNL. From the
average scores of Airtel and BSNL it is found that the Airtel rankings are better
than BSNL and hence Airtel is preferred over BSNL.
WHICH
IS
P SIGNIFICANCE AVERAGE
S.NO VARIABLES RESULT BETTER
VALUE LEVEL(α) SCORES
OF THE
TWO
Aircel-
AIRCEL- Reject 25.469
1 0.0056 0.05 AIRCEL
BSNL H0 BSNL-
25.821
BPL-
Reject 29.698
2 BPL-BSNL 2.31E-12 0.05 BSNL
H0 BSNL-
25.821
Reliance-
26.760
RELIANCE- Reject
3 0.0497 0.05 BSNL- BSNL
BSNL H0
25.821
TATA-
TATA
Reject 39.060
4 INDICOM- 0.00E+00 0.05 BSNL
H0 BSNL-
BSNL
25.821
INFERENCE
Hence from the above table it is found that there is a significant relation
between the rankings of Aircel, BPL, Reliance and TATA with BSNL. BSNL
scores better when compared with BPL, Reliance and TATA and when compared
with Airtel and Aircel it scores lesser.
4.6. KENDALL’S TEST:
Null Hypothesis (H0) - The income level and the satisfaction level of the BSNL
customers are not correlated.
Alternate Hypothesis (H1) - The income level and the satisfaction level of the
BSNL customers are correlated.
TABLE 4.6.1
Less
Satisfaction Between Between Greater
than Grand
level / Income Rs.1-3 Rs.3-5 than Rs.5
Rs.1 Total
level lakhs lakhs lakh
lakh
Satisfied 34 31 16 2 83
Neither satisfied
4 4 4 2 14
nor dissatisfied
Dissatisfied 2 5 0 0 7
Grand Total 40 40 20 4 104
CALCULATION:
Concordant Pairs
3 3 1 3 3 1 3 3 1
4 1 6 2 4 1 6 2 4 1 6 2
4 4 4 2 4 4 4 2 4 4 4 2
2 5 0 0 2 5 0 0 2 5 0 0
3 3 1 3 3 1 3 3 1
4 1 6 2 4 1 6 2 4 1 6 2
4 4 4 2 4 4 4 2 4 4 4 2
2 5 0 0 2 5 0 0 2 5 0 0
Concordant Pair = 2(4+4+4+2+5) + 16(4+4+2+5) + 31(4+2) + 2(2+5) +4(2+5)
+4(2)
P = 514
Discordant Pairs
3 3 1 3 3 1 3 3 1
4 1 6 2 4 1 6 2 4 1 6 2
4 4 4 2 4 4 4 2 4 4 4 2
2 5 0 0 2 5 0 0 2 5 0 0
3 3 1 3 3 1 3 3 1
4 1 6 2 4 1 6 2 4 1 6 2
4 4 4 2 4 4 4 2 4 4 4 2
2 5 0 0 2 5 0 0 2 5 0 0
TEST STATISTICS:
Tau b(τb ) is used when the rows and the columns of the matrix are equal here
the table does not have equal number of rows and columns so tau c ( τc ) is used.
τc = 2m (P-Q) / N2(m-1)
From the tau c value we reject the null hypothesis. Therefore there is a
correlation between the income level and the satisfaction level of BSNL
customers. The direction of the association is negative due to the minus sign in
the value i.e. – 0.065. This value is nearer to 0 (the range being -1 to 1) and
hence the association is very weak and hence it reveals that this association
need not be considered.
Therefore BSNL need not consider the income level of the customers
when measuring the satisfaction level. Hence income level of the BSNL’s
customer does not have any influence over the satisfaction level.
FINDINGS & SUGGESTIONS
CHAPTER 5
5.1. FINDINGS
Table 5.1
Airtel’s prepaid scheme has a high market share when compared to other
service providers and mostly customers prefer the postpaid service in
BSNL. Airtel’s advantage over prepaid is due to the high visibility; very
good marketing mix, excellent and easy to use value added services, any
amount recharge coupons, variety of schemes in prepaid itself.
The strength’s of BSNL are excellent coverage, call tariff, roaming facilities
and their reliability.
The weaknesses of BSNL are SMS charges, poor customer care, high
network congestion, lack of bill collection centers and customer care
centers, lack of proper CUG facilities, time delay in getting the connection,
lack of clarity, inadequate value added services, problems in connecting to
other service providers and mainly the lack of awareness about the BSNL
service schemes to the public.
Generally the income of the customers does not have any relationship
with the selection of the type of scheme (postpaid/prepaid) offered by the
service provider.
Nearly 7% of the BSNL customers are not satisfied with the service
offered and hence there is a potential to loose these customers to the
competitors.
It is found using K test that BSNL customers themselves have not ranked
BSNL first where as other service provider’s customers have ranked their
service as the best.BSNL customers have ranked Airtel the best and
BSNL has to really take care to meet the customers need.
From Kendall’s tau c test it is also found that the income level of the BSNL
customers and their satisfaction level do not have any association. So
when measuring satisfaction level, BSNL need not consider the income
level.
5.2. SUGGESTIONS
2. Information about the schemes should reach the public in an easy and
attractive way.
5. BSNL should bring out variety of schemes that would satisfy all segments
of the market.
6. Call tariffs can be reduced and made lower in comparison with others in
the field further to attract customers as that is the important feature that
motivates most of the people in choosing the service.
9. Bill payment should be made easy to customers and bill collection centers
should be opened in many areas enabling customers to easy access.
10. The availability of recharge coupons and the selection of schemes offered
by BSNL should be made easy and comfortable to customers.
CONCLUSION
CHAPTER 6
CONCLUSION
a) Airtel
b) Aircel
c) BPL
d) BSNL
e) Reliance
f) Tata Indicom
a) Pre-paid b) Post-paid
4) If you are asked to rank the following attributes of the service providers, how
would you rank them from 1 to 6. Indicate your choice in the space provided.
Eg.
A Cheaper call rates 3 4 2 1 5 6
Relianc Tata
ATTRIBUTES AIRTEL AIRCEL BPL BSNL
e Indicom
A Cheaper call rates
B Network coverage
C Network
congestion/uptime
D Roaming
E Good
advertisements
F SMS facilities
G Value added
services
H Add on card/CUG
facilities
5) There are few statements written below for each one we would like you to tell
whether you agree or disagree with the statement with respect to your current
service provider.(tick in the space provided)
I always get
good
information
b about the
services offered
It is very easy to
c report
complaints
Time taken to
activate new
d
accounts are
short
v Accessibility
There is an
easy access to
a customer care
centers
(nearness)
Availability of
bill payment
b centers are
extremely good
There is an
easy availability
c
of SIM/recharge
coupons
Value added
vi
services
There is huge
variety of value
added
services(like
a SMS, closed
user groups,
Wireless
internet,
downloads etc)
It is very easy to
use the values
b added service
provided by my
service provider
6) Overall, how much are you satisfied with your mobile service provider?
a) Extremely dissatisfied
b) Dissatisfied
c) Neither dissatisfied or satisfied
d) Satisfied
e) Extremely satisfied
7) If you have to suggest mobile service for your friend, how likely that you
recommend your current service provider
a) Very unlikely
b) Unlikely
c) Neither likely or unlikely
d) Likely
e) Very likely
If No,
i) Who was your previous service provider?
a) Airtel
b) Aircel
c) BPL
d) BSNL
e) Reliance
f) Tata Indicom
If you are not a BSNL customer answer this section else go to Section C
SECTION C
10) To help us analyze the research please give us the following details:
c) Your occupation?
i) Businessman
ii) Professional (Dr/Lawyer/ Engr)
iii) Executive/ Employed
iv) Student
v) Housewife
vi) others, specify___________
Thank you very much for your assistance and cooperation in the survey.
BIBILIOGRAPHY
BIBILIOGRAPHY
1. www.trai.gov.in
Websites:
1. www.coai.com
2. www.dot.gov.in
3. http://www.indiainfoline.com/sect/Telecom_05012006.pdf
4. http://www.trai.gov.in/PressReleases_content.asp?id=118
5. www.tutor2u.net/business/strategy/competitoranalysis.html