“EVALUATION OF PRICING STRATEGIES IN TELECOM

SERVICES WITH SPECIAL REFERENCE TO MOBILE

SERVICES”

Dissertation submitted in partial fulfillment of the requirements

Of
MASTER OF BUSINESS ADMINISTRATION
Bangalore University

Submitted by
PATOLIYA SACHIN P.
Reg. No: - 08 JQCM 6064

Under the Guidance of

Prof. ANJU KUMAR

Jayanagar, 7th block, Bangalore

2008 - 2010
 COLLEGE CERTIFICATE

This is to certify that Mr. PATOLIYA SACHIN P. Reg. No. 08

JQCM 6064 has completed and submitted the Dissertation report, titled
“EVALUATION OF PRICING STRATEGIES IN TELECOM SERVICES
WITH SPECIAL REFERENCE TO MOBILE SERVICES” under the
guidance of Prof. ANJU KUMAR in partial fulfillment of the requirement of
MBA of Bangalore University.

Date: 05/05/2010 Dr. K.R.Mukunda

Place: Bangalore B.E., MBA (PGDM – IIM B), Ph.D.
Director
Department of Management Studies
City College
 STUDENT DECLARATION

I, PATOLIYA SACHIN P, Register Number 08JQCM 6064 student

of City College, Bangalore studying in fourth semester; here by declare that
this Dissertation entitled “EVALUATION OF PRICING STRATEGIES IN
TELECOM SERVICES WITH SPECIAL REFERENCE TO MOBILE
SERVICES” has been prepared by me in partial fulfillment for the award of
MBA Degree of Bangalore University.
This has not been submitted in part or full towards any other Degree
or Diploma to any University or Institution. I also declare that all
information, data and input which I have used and referred to in this report
are meant only for academic purpose and will not be parted with or used for
any commercial or other purpose.

Date: 05/05/2010 PATOLIYA SACHIN P.

Place: Bangalore Reg. No: 08 JQCM
6064
 GUIDE CERTIFICATE

Certified that this dissertation entitled “EVALUATION OF

PRICING STRATEGIES IN TELECOM SERVICES WITH SPECIAL
REFERENCE TO MOBILE SERVICES” submitted in partial fulfillment for
the award of MBA Degree of Bangalore University was carried out by,
PATOLIYA SACHIN P. Reg.No.08JQCM 6064 under my guidance. This
has not been submitted to any other University or institution for the award of
any degree/diploma/certificate

Date: 05/05/2010 PROF. ANJU KUMAR

Place: Bangalore
 ACKNOWLEDGEMENT
.
I am grateful to Dr.Vijayalakshmi, Principal, City College, Bangalore
for permitting me to do this project. I express my deep sense of gratitude to
our Director Dr.K.R.Mukunda, MBA, Director, Department of Management
Studies, City College, Bangalore. I express my thanks to Prof. H.S.Murthy,
MBA Head of the Department of Management Studies for his valuable
support and guidance to complete my project in proper way.
I wish to take this opportunity to express my gratitude to my guide
Prof. ANJU KUMAR, Department of Management Studies, City College,
Bangalore.
I would like to convey my regards to our Lecturers for their co-
operation and best guidance in carrying out the project work successfully.
Finally it is my foremost duty to thank all my respondents who helped
me to complete my fieldwork, without which this project would not have
been possible.

Date: 05/05/2010 PATOLIYA SACHIN P.

Place: Bangalore Reg. No: 08 JQCM 6064
CHAPTER CONTENTS PAGE
No. No.
I Introduction 1
II Research Design 16
III Company Profile 22
IV Analysis and
Interpretation 38
V.I Findings
V 73
V.II Suggestions 74
V.III Conclusion 75
Bibliography 77
Annexure 78

LIST OF TABLE

Serial CONTENTS PAGE

 No. No.
1 4.1 The age group of respondents 39
2 4.2 The occupation of respondents 41
3 4.3 The Brand of Cellular Phones used 43
4 4.4 Types of services that are subscribed 45
5 4.5 The schemes that are used 47
6 4.6 Prepaid /Postpaid scheme used in Vodafone 49
7 4.7 Prepaid /Postpaid scheme used in Airtel 51
8 4.8 Prepaid /Postpaid scheme used in Reliance 53
9 4.9 The call cost of the service 55
10 4.10 The present network of mobile phone service 57
11 4.11 The nature of the customer care service 59
12 4.12 The number of customer browsing GPRS 61
13 4.13 The users using plan for Browsing 63
14 4.14 The download speed for Browsing 65
15 4.15 The types of download by users 67
16 4.16 The opinion about sound clarity 69
17 4.17 The users response level with the mobile 71
18 3.1 Vodafone Financial Statement 78
19 3.2 Airtel Financial Statement 78
20 3.3 Reliance Financial Statement 79

LIST OF CHARTS

Serial CONTENTS PAGE

No. No.
1 3.1 Organization Chart of Vodafone Company 22
2 3.2 Organization Chart of Airtel Company 27
3 3.3 Organization Chart of Reliance Company 32
 4 4.1 The age group of respondents 40
5 4.2 The occupation of respondents 42
6 4.3 The Brand of Cellular Phones used 44
7 4.4 Types of services that are subscribed 46
8 4.5 The schemes that are used 48
9 4.6 Prepaid /Postpaid scheme used in Vodafone 50
10 4.7 Prepaid /Postpaid scheme used in Airtel 52
11 4.8 Prepaid /Postpaid scheme used in Reliance 54
12 4.9 The call cost of the service 56
13 4.10 The present network of mobile phone service 58
14 4.11 The nature of the customer care service 60
15 4.12 The number of customer browsing GPRS 62
16 4.13 The users using plan for Browsing 64
17 4.14 The download speed for Browsing 66
18 4.15 The types of download by users 68
19 4.16 The opinion about sound clarity 70
20 4.17 The users response level with the mobile 72

LIST OF ABBREVIATIONS

ABBREVIATION MEANING

TRAI Telecom Regulatory Authority of India

TDSAT Telecom Dispute Settlement and Appellate
Tribunal
GSMGlobal System Mobile
CDMA Code Division Multiple Accesses
WLLWireless Local Loop
IT Information Technology
IFRS International Financial Reporting Standards
DTH Direct to Home
GDP Gross Domestic Product
 CHAPTER I

INTRODUCTION

CHAPTER I

Introduction
Pricing strategy is one of the important issues in telecom industry for
each player. Being a conjunctive focus between users and service provider,
carrier's pricing strategy takes an outstanding role in telecom chain. Pricing
strategies comparing three companies namely Vodafone, Airtel and
Reliance.
 Pricing is a fundamental aspect of financial modeling, and is one of
the four Ps of the marketing mix. The other three aspects are product,
promotion, and place. It is also a key variable in microeconomic price
allocation theory. Price is the only revenue generating element amongst the
four Ps, the rest being cost centers. Pricing is the manual or automatic
process of applying prices to purchase and sales orders, based on factors
such as: a fixed amount, quantity break, promotion or sales campaign,
specific vendor quote, price prevailing on entry, shipment or invoice date,
combination of multiple orders or lines, and many others. Automated
systems require more setup and maintenance but may prevent pricing errors.
Pricing is the process of determining what a company will receive in
exchange for its products. Pricing factors are manufacturing cost, market
place, competition, market condition, Quality of product.
The effective price is the price the company receives after accounting
for discounts, promotions, and other incentives.
Price lining
Price lining is the use of a limited number of prices for all your
product offerings.
Promotional price
Promotional pricing refers to an instance where pricing is the key
element of the marketing mix.
The price/quality relationship refers to the perception by most
consumers that a relatively high price is a sign of good quality. The belief in
this relationship is most important with complex products that are hard to
test, and experiential products that cannot be tested until used (such as most
services). The greater the uncertainty surrounding a product, the more
consumers depend on the price/quality hypothesis and the more of a
premium they are prepared to pay. The classic example of this is the pricing
of the snack cake britannia, which were perceived as low quality when the
price was lowered. Note, however, that excessive reliance on the
price/quantity relationship by consumers may lead to the raising of prices on
all products and services, even those of low quality, which in turn causes the
price/quality relationship to no longer apply.
Premium price
Premium pricing (also called prestige pricing) is the strategy of
consistently pricing at, or near, the high end of the possible price range to
help attract status-conscious consumers. A few examples of companies
which partake in premium pricing in the marketplace include Rolex and
Bentley. People will buy a premium priced product because:
1. They believe the high price is an indication of good quality;
2. They believe it to be a sign of self worth - "They are worth it" - It
authenticates their success and status - It is a signal to others that
they are a member of an exclusive group;
3. They require flawless performance in this application - The cost of
product malfunction is too high to buy anything but the best -
example: heart pacemaker.
The term Goldilocks pricing is commonly used to describe the
practice of providing a "gold-plated" version of a product at a premium price
in order to make the next-lower priced option look more reasonably priced;
for example, encouraging customers to see business-class airline seats as
good value for money by offering an even higher priced first-class option.
Similarly, third-class railway carriages in Victorian England are said to have
been built without windows, not so much to punish third-class customers
(for which there was no economic incentive), as to motivate those who could
afford second-class seats to pay for them instead of taking the cheaper
option. This is also known as a potential result of price discrimination.
The name derives from the Goldilocks story, in which Goldilocks
chose neither the hottest nor the coldest porridge, but instead the one that
was "just right". More technically, this form of pricing exploits the general
cognitive bias of aversion to extremes. This practice is known academically
as "framing". By providing three options (i.e. small, medium, and large;
first, business, and coach classes) you can manipulate the consumer into
choosing the middle choice and thus, the middle choice should yield the
most profit to the seller, since it is the most chosen option.
Demand based price
Demand-based pricing is any pricing method that uses consumer
demand - based on perceived value - as the central element. These include :
price skimming, price discrimination and yield management, price points,
psychological pricing, bundle pricing, penetration pricing, price lining,
value-based pricing, geo and premium pricing. Pricing factors are
manufacturing cost, market place, competition, market condition, quality of
product.
Multidimensional price
Multidimensional pricing is the pricing of a product or service using
multiple numbers. In this practice, price no longer consists of a single
monetary amount (e.g., sticker price of a car), but rather consists of various
dimensions (e.g., monthly payments, number of payments, and a down
payment). Research has shown that this practice can significantly influence
consumers' ability to understand and process price information.
Pricing Strategies
Price planning that takes into view factors such as a firm's overall
marketing objectives, consumer demand, product attributes, competitors'
pricing, and market and economic trends.
Pricing strategy is one of the important issues in telecom industry for
each player in the tri-game model. Being a conjunctive focus between users
and service provider, carrier's pricing strategy takes an outstanding role in
telecom chain.
Marketing Mix (Seven P’s):

Product → Solution
Promotion → Information
Price → Value
Placement → Access
Process → Delivered
Physical Evidence → Tangible evidence
People → Dealing
Pricing Strategies:
→ Premium Pricing, Penetration Pricing
→ Economy Pricing, Value Pricing
→ Price Skimming, Promotional Pricing
→ Psychological Pricing, Geographical Pricing
 Low Quality High

Low

Economy Penetration

Price

High
Skimming Premium

Pricing Strategies Matrix

Background of the study

Indian telecom sector is one of the oldest and largest networks in the
world. With more than 40 million telephone lines spread across all the states
Indian telecom is a giant setup. The sector that was tilled recently dominated
only by the government is now seeing the rise of the private service provider
for the first time. The sector was one of the biggest monopolies in the
country. The Indian telecom sector consists of the communication ministry
at the top. There is an autonomous regulatory body called the Telecom
Regulatory Authority of India (TRAI). The government issues the licenses to
service provide under various categories to provide the telecom services to
the consumer.
The Structure of Indian Telecom Industry
 Ministry of
Communication

BSNL /MTNL Department of TRAI

Government Telecom Regulator

Basic Telecom Other Service Cellular Service

Service Provider Provider

Major Telecom Services

The major telecom services available in the country are classified as
given.
 Fixed land line or Basic Services
 Cellular Services
 National Long Distance Services
 Internet and Data Services
 Paging Services
 Satellite Telephony

Brief History
Over 150 years ago a new industry began in India that transformed the
country forever. It was the beginning of the telegraph industry in India. This
was followed few years later by the launch of telephone services in country.
It is important to note the fact that the Indian telecom was entirely in the
hands of private sector till all the operators were taken over by the
government in 1943. India has less than subscribers at the time of
independence. In 1997 government passed the TRAI Act and it was
amended in the year 2000 to recognize and strengthen the regulator. A new
body called TDSAT (Telecom Dispute Settlement and Appellate Tribunal)
was also constituted to resolve any dispute between the services provider
and the government. The government decision to liberalize the sector way
back in 1999 has made it an exciting one. India today has 40million fixed
telephone lines and 14 million mobile phone users.
Geography of Indian Telecom
The entire country was divided in to different circles for ease of
administration. In majority of the case the boundaries of circle and states
were the same. The government used the same circle for allocation of license
to the private services providers. The licenses were issued according to the
circle. An unlimited number of private players have been allowed in each
circle. There are a total of 24 telecom circle in the country. However for
private services providers the license was issued only for 21 circles.
History of Telecom
Were Alexander Graham Bell to be here today, he would be one
proud man. When he invented the telephone, Bell summed up his approach
to life and invention. “Leave the beaten track occasionally and dive into the
woods. Every time you do so you will be certain to find something that you
have never seen before. Follow it up, explore all around it, and before you
know it, you will have something about occupies your mind. All really big
discoveries are the result through”. It has been said that Bell invented by
searching for it in places were other inventors would never think to look. It
was Bell ability to believe in the impossible that gave world one of most
important inventions.
It was on Sunday June 25, 1876, in Philadelphia, when Bell
demonstrated his new invention at the centennial exhibition. The exhibition
was organized to celebrate the 100th anniversary of the singing of the
declaration of independence. The telephone was its star attraction. It was
here that the first word crackling over the telephone wire. Pandemonium
broke out as scientists raced to see if Bell voice another room indeed
produced the sounds. It is believed that shortly after the telephone invention,
Bell wrote to his father,” The day is coming when telegraph wires will lie
onto houses just like water or gas, and friends will converse with each other
without leaving home”. Bell certainly had no doubts about the importance of
his new invention, but would he ever have imagined telephone lines being
used to transmit video images? Since his death in 1992, the
telecommunication has undergone an amazing revolution. Bell’s ‘Electrical
speech machine’ has paved the way for the information superhighway.
Mobile Services
Cellular services operations made their debut in India in the year 1995
– 96. License in the metros began their operations and 15 other were given
license to provide services in 18 circles. Modi Telstra in Calcutta was the
first to start, followed by Bharti cellular in Delhi. Delhi had the largest
number of subscribers during this period and Bharti had the lead in this
market.
Industry Profile
 Communication is believed to be one of the most crucial factors in the
evolution of mankind. It was only after groups of people settled in various
parts of the globe started interacting with each other that ideas and more
importantly, knowledge began to be exchanged. In the modern world too a
strong communication system is perhaps the first visible symbol of enhanced
awareness and therefore, development. The oldest telecommunication’s
service in India is the telegraph services, which was introduced in 1851.
Mobile
A mobile or cellular phone as it is generally called, is a two way
communication device, which enable us to receive as well as transmit vocal
(conversational or telephonic) message anywhere or anytime however the
clause anywhere and anytime depend upon a particular services provider
network.
The governments of India recognized that the provision of a world
class telecommunication infrastructure and information is the key to rapid
economic and social development of the country. It is critical not only for
the development of the information technology industry, but also widespread
ramification on the entire economy in the country. It is also anticipated the
going forward, a major part of the GDP of the country would be contributed
by this sector.
Accordingly, it is of vital importance to the country that there are a
comprehensive and forward looking telecommunication policy which creates
an enabling framework for development of this industry.
Mobile Phone Network
 Call from the Reception and
Mobile phone to Transmission
Network Tower

Reception and
To Another
Transmission
Mobile
Tower
 Mobile Switching
The DOT
Center
Exchange

To Another Cellular Network

Vodafone
Vodafone (Hutch) is brought to you by Hutchisson telecom, on of the
world’s leading cellular services providers. Vodafone chairman is a Sir John
Bond. And market capital is a 1, 26,920 million pound. We are known for
our innovation approach and world class technology. Our goal is to provide
you superior product and services, anytime and anywhere. Hutchisson
established its presence in India in 1994, through a joint venture with max
India Ltd. In 1995, Hutchisson max telecoms become the first operator in
India to launch its cellular services.
Today, Hutchisson is one of the largest providers of cellular services
in India with presence in the entire major region orange in Mumbai and
Vodafone in Gujarat, Calcutta, Andhra Pradesh, Karnataka, Delhi and
Chennai. It is also the country’s largest roaming operator, with a more
extensive network in India and around the world than any other operator.
 It is part of the Hong Kong based multinational conglomerate
Hutchisson Whampoa limited, a fortune 500 company and one of the largest
company listed on the Hong Kong Stock Exchange. Its operations span 36
countries across the Asia pacific region Europe and the Americas. Hutch in
now Vodafone but for this project report we consider name as Hutch only
comfort for the respondent. Vodafone using technology is only for GSM.
Features
 Highly satisfied customers
 Strong Network Coverage
 Easy Billing, Easy Payment Options. Anytime Anywhere
 Long Distance Calling Facility
 Credit limit
 GPRS - Roaming
Airtel
Airtel comes to you from Bharti Cellular Limited. A part of the
biggest private integrated telecom conglomerate Bharti Enterprises. Airtel
chairman is a Mr. Sunil Mittal. And market capital is an Rs.1, 06,038 crores.
Airtel launched its services in Delhi on November 14, 1995. It has present
over six lakh fifty thousand customers in its six year of pursuit of grater
customer satisfaction. Airtel has redefined the business through marketing
innovations continuous technological up gradation of the network
introduction of new generation value added services and the highest standard
of customer care. Bharti Enterprises has been at the forefront of technology
and has revolutionized telecommunication with it is world class product and
services.
 Established in 1976, Bharti has been a pioneering force in the telecom
sector with many firsts and innovations to its credit. Bharti provides a range
of telecom services. Which include cellular, basic, internet and recently
introduced National Long Distance? It has over one million satisfied
customers. Technology is using for the GSM and WLL.
Features
 Largest numbers of customer base
 Easy Payment Options, Anytime Anywhere

 Credit limit, Best Value Plan

 Strong Network Coverage

 Long Distance Calling Facility
 Widest Roaming - National and International, GPRS -

Roaming
 Say it. In more than just words, with Services from Airtel
 Reach us, Anytime Anywhere
Reliance
Dhirubhai Ambani had dreams to place the power of information and
communication technology in the hands of the common man to change the
way Indian communicates and connect with the world. Reliance
communication is run by Anil Dhirubhai ambani Group. And market capital
is an Rs.3, 21,395 crores. Reliance infocom is recommitted to make that
dream come true. This is a built a state of the art infrastructure cutting
across the length and breadth of India. It is offer multiple services in the
fixed line as well as mobile space, voice, data and value added services.
Dhirubhai was not just firmly rooted in tradition Indian values but was also a
quintessential modern man the man of the new millennium. This was clearly
reflected in his passion for mega sized projects. The most advanced
technology the highest level of productivity.
The corporate philosophy he followed was short simple and succinct
“Think big. Think differently. Think fast. Think ahead. Aim for the best”.
He inspired the reliance team to do better than best not only in India but also
in the world. Dhirubhai Ambani, founder’s chairman of the Reliance Group
had an acute sense that education alone empowers people. He was a grater
communicator. He communicated to inspire, to guide, to educate and to
motivate. He employed telephone as a powerful tool to achieve these goals.
He used telephone to defect distance to compare time and to remain abreast
of events. He was acutely aware of the power of information and
communications. With mobile devices net ways and broadband system
linked to powerful digital networks, Reliance infocom usher fundamental
changes in the social and economic landscape of India. Technology using is
a CDMA, GSM, and WLL

Nokia and Reliance Communications Ltd have joined hands to

market.
 Reliance Comm. forays into video conferencing
 Reliance Communications rolled out a range of mobile handsets
Priced at between Rs. 777 and Rs. 888, sharing by half to one-third
the existing entry level mobility costs in the country.
 Reliance Communications Ltd has informed that the Board of
Directors of the Company at its meeting held on July 17, 2007, has
appointed Shri. A K Purwar, former Chairman of State Bank of India,
as Director of the Company with effect from July 17, 2007.
 Reliance Communications Ltd has launched Money Transfer through
Mobile phones across the country through it's tie-up with ICICI Bank.
Features
 Wide Rang mobile phone
 CDMA, GSM, and WLL Technology
 Cheapest calling rate
 Widely establish network
 Largest numbers of customer base
 Easy Payment Options, Anytime Anywhere

Technology

CDMA

CDMA Stands for Code Division Multiple Accesses. Both data and
voice are separated from signals using codes and then transmitted using a
wide frequency range. Because of this, there are more space left
for data transfer (this was one of the reasons why CDMA is the preferred
technology for the 3G generation, which is broadband access and the use
of big multimedia messages). 14% of the worldwide market goes to
CDMA. For the 3G generation CDMA uses 1x EV-DO and EV-DV. It
has a lot of users in Asia, especially in South Korea.

GSM

GSM stands for Global System Mobile. Even though it is sold as "the
latest technology" in several countries, this technology is older than
CDMA (and also TDMA). But keep in mind that this doesn't mean that
GSM is inferior or worse than CDMA. Roaming readiness and fraud
prevention are two major advantages from this technology. GSM is the
most used cell phone technology in the world, with 73% of the
worldwide market. It has a very strong presence in Europe.

WLL

WLL (wireless local loop) technology is poised for greatness. While

the WLL market has fallen behind the mobile wireless market for now,
improvements in 3G technologies will create a major market for fixed
WLL systems by 2006. In addition to cellular and PCS LMDS and
MMDS will become key technologies to deliver voice video and data
services to underserved markets.
 CHAPTER II

RESEARCH DESIGN

CHAPTER II

Research Design
This chapter briefly describe the design of the study, beginning from
the title of the study and goes on to explain the objective, scope of the study,
methodology, sampling, field work, analysis and finally the limitation of the
study.
Meaning of the Research Design
Research design is the arrangement of condition and analysis of data
in a manner that aims to combine relevance to the research purpose with
economy in procedure. In other words it is a logical and systematic plan
prepared for directing a research study. It specifies the objective of the
study, the methodology and the techniques to be adopted for achieving the
objectives.
Nature of Research Design
A research design is indispensable for a research project unlike the
building plan which is precise and specific. Research design is a tentative
plan with series of guide posts to keep one going on in a right direction. It
undergoes modifications, as circumstances demand when the study
progresses. New aspects, new conditions and new relationship come to light
when the study deepens.
A research is purely and simply the frame work or plan for a study that
guides the collection and analysis of the data. It is a blue print that is
followed in completing a study.
 The study must be relevant to the problem.
 The study must employ economical procedures.
 The design of investigation should stem for the problem.
 The basic research designs are whether the design is productive in
given problem setting depends on how imaginatively they are applied.
 An understanding of the basic design is needed so that they can be
modified to suit specific purpose.
Statement of the problem
 Today is the world of inventions and innovations and that lies in a
customer who is dynamic in his beliefs, attitude and his satisfaction level. It
is needless to affirm that marketing is a new way of thinking about how
companies and other organization can develop beneficial change with target
customer who is always inclined in seeking to satisfy some needs and wants.
Hence the problem is how we can find more customers for what services we
provide, how the company can live up to their expectations and understand
the different aspects of the customer’s views.
Need for the study
Cell phone has become a part of everyone’s life. In this study we try to
understand Bangalore users who are using different services provided by the
subscriber. So there is also needed to study.
 What services are provided by the various cellular services providers
now a days and how they can provide better services to the
subscribers.
 Understand different aspects of customer’s views and satisfactions.
 What new services are being provided by the various service
providers?

Objectives of the study

 This study is to understand the services and pricing strategies in India.
 To find out the strengths and the weakness of pricing strategies in
telecom service in India of the selected companies namely Vodafone,
Airtel and Reliance.
  To study the present network of the mobile phone services provided at
Bangalore and identify various complaint of the subscribers on
various aspect like clarity, distribute and call cost, services charges.
 To study the level of customer satisfaction of the various users of
services provider and to know which services provider has the
maximum number of satisfied customers.
 To study the companies response to customer needs and wants.
 To suggest the measures for service improvement.
Scope of the study
Today the telecommunications industry is undergoing a revolution.
Many types of branded companies are entering in to this field. This has
given rise to the opening of the competitive mobile phone service stations
like Airtel, Vodafone, and Reliance infocom, Spice, BSNL and Tata indicom
to offer the requisite services to the cellular users. With the study we can get
some suggestions from subscribers for services improvements in terms of
quality. In the study we can find out the level of customer satisfaction. We
can also identify the causes for customer dissatisfaction like disturbance, call
cost, more service charge and clarity of sound and delivery of the product.

Research Methodology
Descriptive research design are determined for some definite purpose
a number of research studies can be based on such design it is focused on
accurate description of the variables present in the problem.
Source of data
 Secondary data
Secondary data refers to that which has already been
collected by someone. Secondary data for the study was
collected from
- Published literature
- Brochures, Books
- Internet
Primary data
Primary data refers to collection of fresh data and
recorded for the first time. The primary data for the study
was collected through questionnaire. The various
methods of collecting primary data is conducting
surveys, through observation or through direct
communication with respondents.
- Questionnaire method
Sampling technique
Convenience sampling technique
Sample size
A total number of 100 respondent were included in the study of these
most were software engineers of software companies and student and also
the general public.
Out of the sample collected the break up of the sample size was on the
following parameters.
 The respondents were taken from all the kinds of class i.e. high, lower
and middle classes. The respondents have been chosen on random
basis.
  These respondents were the software engineers, businessman,
government employees, students etc.
 Some were students of engineering college, management colleges and
under graduate colleges.
 Also the opinion of local people had been taken.
 The sample size consists of 100 respondents.
Sample Frame
As Bangalore city is a metropolitan and its population is in millions
and there are large number of sectors. The population universe in the city of
Bangalore being vast in size, it was difficult to conduct 100 percent coverage
of the study within the limited period. Hence the sample survey method is
adopted for this study.
Analysis technique
Analysis technique used here is questionnaire method, and tabulations
method to be used etc.
A Market analysis is a documented investigation of a Market that is
used to inform a firm's planning activities particularly around decision of
inventory, purchase, work force expansion/contraction, facility expansion,
and purchases of capital equipment, promotional activities, and many other
aspects of a company.

Limitation of the study

 The users of cellular phones are geographically wide spread and hence
contacting all them might not happen in the given duration.
 The information collected may not be sufficient and reliable in terms
of total market condition in India as Bangalore represents only a small
portion of the total national market.
 Respondents may be inaccurate or biased.
 Research limited to Bangalore City only.
 Some of the organization respondents may not provide complete data.
 Possibility of error in data collection.
 CHAPTER III

COMPANY PROFILE

CHAPTER III
Vodafone
Organization Chart
Vittorio
colao
CEO

Michel Nick Read

Andy
Combes CEO Global
Halford
CEO Europe Asia Pacific Technology
CEO
Region East Region

Global
Human Marketin
Greece China Resource g

Business
United
Egypt Developm
Kingdom
ent

Strategy
Improvem
Italy India ent

Group
Germany Legal

Chart No.3.1 Organization Chart of Vodafone Company

Vodafone
Vodafone Essar is the Indian subsidiary of Vodafone Group and
commenced operations in 1994 when its predecessor Hutchison Telecom
acquired the cellular license for Mumbai. The company now has operations
across the country with over 94.14 million customers
Vodafone is the world's leading international mobile communications
group with approximately 333 million proportionate customers as on 31
December 2009. Vodafone currently has equity interests in 31 countries
across five continents and around 40 partner networks worldwide.
Vodafone Group Plc (Vodafone) is engaged in providing service, such
as voice, messaging, data and fixed line and others. Voice services include
provision of mobile voice communications. Messaging include text, picture
and video messaging using mobile devices. Date services provide e-mail,
mobile connectivity and Internet on Your mobile. Fixed lines provide
customers with fixed broadband and fixed voice and date solutions.
Other services include mobile advertising and business managed
services, as well as incoming roaming and wholesale mobile virtual network
operators. On December 30, 2008, Vodacom Group (Pty) Limited
(Vodacom) acquired the carrier services and business network solutions
subsidiaries of Gateway Telecommunications SA (Pty) Ltd. In January 2009,
Verizon Wireless completed its purchase of Alltel Corporation from Atlantis
Holdings LLC. On April 20, 2009, the Company acquired an additional 15%
stake in Vodacom. On May 18, 2009, Vodacom became a subsidiary of the
Company.

Product Profile
Products promoted by the Group include Vodafone live!, Vodafone
Mobile Connect USB Modem, Vodafone Connect to Friends, Vodafone
Passport, Vodafone Freedom Packs, Vodafone at Home, Vodafone 710 and
Amobee Media Systems. Between June and August 2009, Vodafone
suspended roaming charges within 35 different countries, allowing their
customers to take their standard UK price plan abroad.
In October 2009, it launched Vodafone 360 a new internet service for
the mobile, PC and Mac. On February 15, 2010 Vodafone launched world's
cheapest mobile phone known as Vodafone 150, will sell for below $15
(£10) and is aimed at the developing world. It will initially be launched in
India, Turkey and eight African countries including Lesotho, Kenya and
Ghana
Company Background

Type : - Limited

Founded : - 1994 as Hutchison Essar

Headquarters : - Mumbai, Maharashtra, (India)

Industry : - Mobile telecommunications

Products : - Mobile networks, Telecom services, Etc.

Owner(s) : - Vodafone Group (67%), Essar Group (33%)

Employees : - 10,000 – March 31, 2009

Website : - www. Vodafone India.com

Company Vision
 To enrich our customer's lives through the unique power of mobile
communication
Company Mission
Passion for Customers
 Our customers have chosen to trust us. In return, we must strive to

anticipate and understand their needs and delight them with our
service.

 Value our customers above everything else and aspire to make

their lives richer, more fulfilled and more connected.

 Must always listen and respond to each of our customers.

 Strive to delight our customers, anticipating their needs and

delivering

Passion for our People

 Outstanding people working together make Vodafone

exceptionally successful.

 Attract, develop, reward and retain outstanding individuals.

 Empowerment and personal accountability and enjoy what we do.

Passion for Results

 Action-oriented and driven by a desire to be the best.\We are

committed to be the best in all we do.

 All play our part in delivering results and speed flexibility and

efficiency in all we do.

 Passion for the World around Us

 Recognize the responsibilities that accompany the growth we have

achieved.

 This will be a force for good in the world.

 A spirit of partnership and mutual respect is critical in all our

activities.

Future Plan

 Email Accounts:- You can add up to 10 business and/or personal

email accounts easily and configure each one individually though the
Internet or from your Blackberry smart phone

 Organizer: - Stay updated with timely access to Contacts, Calendar,

Tasks, and Memo pads even when you're away from your desktop

 Instant Messaging: - Blackberry smart phones support Instant

Messaging with Yahoo Messenger and Google Talk, so you can stay
in touch with your contacts while on the move.

 View attachments: - Check all the most widely used attachment

formats including JPEG, BMP, TIFF, Microsoft Word, Excel and

PowerPoint, Corel WordPerfect and Adobe PDF.

 Easy set up: - Set up your email accounts in just a few clicks. You

can do it online at your computer, or right from the smart phone itself.
The set up does not need any server installation or IT resources.
Airtel

Organization Chart

Chairman and
Managing
Director

CEO India / CEO Internal

South Asia Business

Executive
President
Director
Enterprise
Network
Services
Services

Executive
Director DTH
Director Human
Services Resource

President Director Legal

Mobile Services and Regulatory

Executive
Telemedia
Director Supply
Services
Chain

Executive
Director
Finance

Director IT

Chart No.3.2 Organization Chart of Airtel Company

Airtel

We are one of Asia’s leading providers of telecommunication services

with presence in all the 22 licensed jurisdictions (also known as Telecom
Circles) in India, and in Srilanka. We served an aggregate of 113,439,670
customers as of September 30, 2009 of whom 110,511,416 subscribe to our
GSM services and 2,928,254 use our Telemedia Services either for voice
and/or broadband access delivered through DSL. And the largest wireless
service provider in the country, based on the number of customers as of
September 30, 2009. Offer an integrated suite of telecom solutions to our
enterprise customers, in addition to providing long distance connectivity
both nationally and internationally. Also offer DTH and IPTV Services. All
these services are rendered under a unified brand “Airtel”.

The company also deploys, owns and manages passive infrastructure

pertaining to telecom operations under its subsidiary Bharti Infratel Limited.
Bharti Infratel owns 42% of Indus Towers Limited. Bharti Infratel and Indus
Towers are the two top providers of passive infrastructure services in India.

Product Profile

Product by the airtel group is a telecommunication services, and

Broadband services, GSM services, Telemedia Services either for voice
and/or broadband access delivered through DSL. And the largest wireless
service provider in the country. Offer an integrated suite of telecom
solutions to our enterprise customers, in addition to providing long distance
connectivity both nationally and internationally. Also offer DTH and IPTV
Services
Company Background

Name : - Bharti Airtel Limited.

Business Description : - Provides GSM mobile services in all the 22

telecom circles in India, the first private operator
to have an all India presence fixed line and
broadband services through DSL in 95 cities in
India.

Established : - July 07, 1995, as a Public Limited Company

Proportionate Revenue : - Rs.369, 615 million (March 31, 2009)

Proportionate EBITDA : - Rs.151, 678 million (March 31, 2009)

Shares in Issue : - 3,796,951,980 as at Dec 31, 2009

Listings : - The Stock Exchange, Mumbai (BSE)

The National Stock Exchange of India Limited
(NSE)

Customer Base : - 118,864,031 GSM mobile

Registered Office : - Bharti Airtel Limited (A Bharti Enterprise)

Bharti Crescent, 1 Nelson Mandela Road, Vasant
Kunj Phase II, New Delhi - 110 070
Company Vision
 Airtel Nigeria's primary focus is on various aspects of the

telecommunications industry in Nigeria and our vision is to excel in

the following core telecommunications areas.
 Electronic Distribution involves the trading of airtime electronically
via Point of Sale Terminals over the GSM networks backbone.
 This ensures that subscribers can acquire airtime for their phones

without unnecessary stress of the purchasing of phone cards.

Company Mission
 Sales and after sales service of mobile phones and accessories.

 This aspect of our business entails the sales and distribution of a new

line of very functional mobile phones, after sales service and sale of
accessories under an Agency Agreement. Airtel is currently the sole
distributor of Sagem mobile phones and accessories in Nigeria.
 GSM Payphones In a bid to ensure availability of a means of

communication round the country.

 Airtel will be deploying GSM payphones in and around Nigeria, with

special emphasis in the rural areas.

 Phones, Fax Machines and Photocopiers. This area of our business is
centered on the sale of wireless office equipment for the operations of
vast business industries and communities in Nigeria.

Future Plan

 Easy Billing: - Enjoy a host of rich features only with Airtel e-bill.

Register free on ‘My Airtel’ section and view your monthly bill with
call details for last three months.
 Easy Payment Options: - Anytime Anywhere You can choose from a

host of convenient payment options only with Airtel.

 Credit limit: - Your pre-set credit limit mentioned on your monthly

bill helps you keep your mobile charges in control, keeps track of
your usage and ensures that your mobile phone is not misused
 Strong Network Coverage: - Enjoy complete clarity when calling

with Airtel .It offers you world class technology and unbreakable
network coverage that spans over 23 circles across the country.
 Long Distance Calling Facility: - Call long distance calls in India

and Overseas with STD / ISD facility on your Airtel.

 GPRS – Roaming: - Use Airtel Postpaid GPRS services, while

roaming, to access the internet and office mails (e.g. Blackberry

services), from almost anywhere in India and abroad.
Reliance

Organization Chart

Board of
Director

President
Director

Corporate
Secretary Secretary

Corporate Research
Marketing Finance
Finance Development
Director Director Director
Director

Fixed Finance Risk

Equity
Income /Account Management
Division Division
Division Division

Business Strategic Information

Research
Development Development Technology
Division Division Division Division

Chart No.3.3 Organization Chart of Reliance Company

Reliance

The Reliance Group, founded by Dhirubhai H. Ambani (1932-2002),

is India's largest private sector enterprise, with businesses in the energy and
materials value chain. Group's annual revenues are in excess of US$ 28
billion. The flagship company, Reliance Industries Limited, is a Fortune
Global 500 company and is the largest private sector company in India.

Backward vertical integration has been the cornerstone of the

evolution and growth of Reliance. Starting with textiles in the late seventies,
Reliance pursued a strategy of backward vertical integration - in polyester,
fiber intermediates, plastics, petrochemicals, petroleum refining and oil and
gas exploration and production - to be fully integrated along the materials
and energy value chain.

The Group's activities span exploration and production of oil and gas,
petroleum refining and marketing, petrochemicals (polyester, fiber
intermediates, plastics and chemicals), textiles, retail and special economic
zones.

Reliance enjoys global leadership in its businesses, being the largest

polyester yarn and fiber producer in the world and among the top five to ten
producers in the world in major petrochemical products.

Major Group Companies are Reliance Industries Limited (including

main subsidiary Reliance Retail limited) and Reliance Industrial
Infrastructure Limited
Product Profile

The Company expanded into textiles in 1975. Since its initial public
offering in 1977, the Company has expanded rapidly and integrated
backwards into other industry sectors, most notably the production of
petrochemicals and the refining of crude oil.

The Company now has operations that span from the exploration and
production of oil and gas to the manufacture of petroleum products,
polyester products, polyester intermediates, plastics, polymer intermediates,
chemicals and synthetic textiles and fabrics.

The Company from time to time seeks to further diversify into other
industries. The Company's subsidiary Reliance Jamnagar Infrastructure
Limited is currently establishing infrastructure facilities such as roads and
buildings for the proposed Special Economic Zone (SEZ) at Jamnagar,
Gujarat.

The Company's major products and brands, from oil and gas to
textiles are tightly integrated and benefit from synergies across the
Company. Central to the Company's operations is its vertical backward
integration strategy raw materials such as PTA, MEG, ethylene, propylene
and normal paraffin that were previously imported at a higher cost and
subject to import duties are now sourced from within the Company.

The Company believes that this strategy is also important in

maintaining a domestic market leadership position in its major product lines
and in providing a competitive advantage.
The Company's operations can be classified into four segments namely:

 Petroleum Refining and Marketing business

 Petrochemicals business
 Oil and Gas Exploration & Production business
 Others

The Company has the largest refining capacity at any single location.

 Largest producer of Polyester Fiber and Yarn

 4th largest producer of Polypropylene (PP) and Paraxylene (PX)
 6th Largest producer of Purified Terephthalic Acid (PTA)
 7th largest producer of Mono Ethylene Glycol (MEG)

Company Background

Type : - Public (NSE: RELIANCE)

Founded : - 1966 As Commercial Corporation

Headquarters : - Navi Mumbai, India

Key people : - Mukesh Ambani (Chairman) & (MD)

Industry : - Oil Conglomerates

Products :-Petroleum and Petroleum Products

Retail stores, Polymers, Polyesters,

Chemicals, Textile
Corporate Office : - Reliance Industries Limited
Makers Chambers - IV,
Nariman Point,
Mumbai 400 021. India.

Revenue : - US$27.43 billion (2009)

Total equity : - US$21.31 billion (2009)

Website : - www.RIL.com

Company Vision
 Our strengths to execute complex global-scale projects to facilitate

leading-edge Information and communication services affordable to

all individual consumers and businesses in India.
 This offer unparalleled value to create customer delight and enhance

business productivity.
 Generate value for our capabilities beyond Indian borders and enable

millions of India's knowledge workers to deliver their services

globally.
Company Mission
 Global best practices and become a world-class communication

service provider guided by its purpose to move towards greater degree

of sophistication and maturity.
 Innovation and dedication to achieve excellence in service quality,

reliability, safety and customer care as the ultimate goal.

 Achieve high growth with the highest levels of productivity.
 Encourage ideas, talents and value systems.
  Promote a work culture that fosters individual growth, team spirit and

creativity to overcome challenge and attain goals.

Future Plan

 Reliance has approached the government seeking Spectrum in 1800

MHz frequency to start GSM services in the country.

 Reliance Communication, has been offering GSM-based services in

six circles including Kolkata, West Bengal, Madhya Pradesh, Orissa,

Bihar and North-East while the parent company operates CDMA
services in these circles as well as rest of India.
 If Reliance Communication plans to start GSM services, the company

would have to pump in as much as Rs 1,200 crore in two cities of

Delhi and Mumbai alone to set up the network, going by the industry.
 The company has been talking to various GSM equipment vendors to
look at various options.
 CHAPTER IV

ANALYSIS AND INTERPRETATION OF DATA

 Chapter IV
Introduction to analysis Data
The process of arranging data in to groups or classes according to
resemblance and similarities is technically called classification.
Classification is the process of arranging the data into sequences and
groups according to their common characteristic or separating them into
different related parts. The data can be calculated on the following bases of
geographical area.
 Section – A

1. Table Showing “The age group of respondents”

Age No. of Respondents Percentage

15 – 20 Year 17 17
21 – 30 Year 52 52
31 – 40 Year 19 19
41 Year Above 12 12
Total 100 100

Source: Survey Data

Interpretation:
This table shows that majority of respondents belong to the age group
between 21 – 30 year is a 52 percent, 19 percent are of the age group
between 31 – 40 year, 17 percent are of the age group between 15 – 20 year
and the rest 12 percent are of the age group between 41 year above.

1. Chart Showing “The age group of respondents”

 60 52
No. of Respondents 50
40
30
17 19
20 12
10
0
15 – 20 Year 21 – 30 Year 31 – 40 Year 41 Year Above
Age Group of Respondents

Source: Table No.1

Inference:
This shows that the major section of the age group of respondents from age
group of 21 – 30 and the total response from them is 52 percent.

2. Table Showing “The occupation of respondents”

 Occupation No. of Respondents Percentage
Student 55 55
Employee 29 29
Self Employed 16 16
Total 100 100

Source: Survey Data

Interpretation:
Majority of respondents were students at 55 percent, 29 percent were
employee and the rest 16 percent were self employed.

2. Chart Showing “The occupation of respondents”

 60 55
No. of Respondents 50
40
29
30
20 16
10
0
Student Employee Self Employed
Respondents occupation

Source: Table No.2

Inference:
This shows that the major section of the age group of respondents from
group of students and the total response from them is 55 percent.

Section – B
1. Table Showing “The Brand of Cellular Phones used”

Mobile Brand No. of Respondents Percentage

Nokia 66 66
Motorola 12 12
Ericsson 12 12
Samsung 6 6
Siemens 0 0
Others 4 4
Total 100 100

Source: Survey Data

Interpretation:
This table shows that majority of the respondents use nokia i.e.66 percent,
12 percent uses Motorola and Ericsson, 6 percent uses Samsung and 4
percent of the respondents use other brand cell phone.

1. Chart Showing “The Brand of Cellular Phones used”

 80
70 66
No.of Respondents 60
50
40
30
20 12 12
10 6 4
0
0
Nokia Motarola Ericsson Samsang Siemens Others

Brands of Cellular Phones

Source: Table No.1

Inference:
This shows that the major section of the group of respondents who are using
Nokia mobile phones and the total response from them is 66 percent. There
is no response for Siemens cellular phone.

2. Table Showing “The services that are subscribed”

 Services No. of Respondents Percentage
Vodafone 34 34
Airtel 48 48
Reliance 18 18
Total 100 100

Source: Survey Data

Interpretation:
That table shows that 48 percent of the respondents use Airtel, 34 percent of
the respondents use Vodafone and 18 percent uses Reliance.

2. Chart Showing “The services that are subscribed”

 60
No. of Respondents 48
50
40 34
30
18
20
10
0
Vodafone Airtel Reliance
Services

Source: Table No.2

Inference:
This shows that the major section of the services users from Airtel only and
the total response is 48 percent.

3. Table Showing “The schemes that are used”

 Schemes No. of Respondents Percentage
Prepaid 80 80
Postpaid 20 20
Total 100 100

Source: Survey Data

Interpretation:
Majority of the respondents use prepaid connection i.e. 80 percent and 20
percent use postpaid connection.

3. Chart Showing “The schemes that are used”

 90 80
No. of Respondents 80
70
60
50
40
30 20
20
10
0
Prepaid Postpaid
Scheme used by Respondents

Source: Table No.3

Inference:
That shows that the major respondents are using prepaid service only and
total response is 80 percent.

4. Table Showing “The Prepaid /Postpaid scheme used in

Vodafone”
 Schemes No. of Respondents Percentage
Night Calling 6 17.65
SMS Pack 20 58.82
Full Talk Time 6 17.65
V To V Free 2 5.88
Total 34 100

Source: Survey Data

Interpretation:
Table shows that 58.82 percent of the respondents use Vodafone sms pack,
17.65 percent of the respondents use Vodafone night calling and full talk
time and 5.88 percent of respondents use Vodafone to Vodafone free.

4. Chart Showing “The Prepaid /Postpaid scheme used in

Vodafone”
 25
No. of Respondents
20
20
15
10 6 6
5 2
0
Night SMS Pack Full Talk V To V
Calling Time Free
Prepaid/Postpaid scheme in Vodafone

Source: Table No.4

Inference:
This shows that the major respondents are using Vodafone SMS Pack
service and the total response is 58.82 percent.

5. Table Showing “The Prepaid /Postpaid scheme used in

Airtel”

Schemes No. of Respondents Percentage

 Night Calling 4 8.33
SMS Pack 16 33.33
Full Talk Time 22 45.84
A To A Free 6 12.50
Total 48 100

Source: Survey Data

Interpretation:
Table shows that 45.84 percent of the respondents use Airtel full talk time,
33.33 percent of the respondents use SMS Pack, 12.50 percent Airtel to
Airtel free and 8.33 percent of respondents use Airtel Night Calling.

5. Chart Showing “The Prepaid /Postpaid scheme used in

Airtel”
 25 22
No. of Respondents 20 16
15
10 6
4
5
0
Night SMS Pack Full Talk A To A
Calling Time Free
Prepaid/Postpaid scheme in Airtel

Source: Table No.5

Inference:
This shows that the major respondents are using Airtel full talk time service
and the total response is 45.84 percent.

6. Table Showing “The Prepaid /Postpaid scheme used in

Reliance”
 Schemes No. of Respondents Percentage
Night Calling 0 0
SMS Pack 6 33.33
Full Talk Time 4 22.22
R To R Free 8 44.45
Total 18 100

Source: Survey Data

Interpretation:
Table shows that 44.45 percent of the respondents using Reliance to
Reliance free, 33.33 percent of the respondents use SMS Pack, 22.22 percent
of the respondents Reliance full talk time and none of the respondents were
using Reliance Night Calling.

6. Chart Showing “The Prepaid /Postpaid scheme used in

Reliance”
 10
No. of Respondents
8
8 6
6 4
4
2 0
0
Night SMS Pack Full Talk R To R
Calling Time Free
Prepaid/Postpaid scheme in Reliance

Source: Table No.6

Inference:
This shows that the major respondents are using Reliance to Reliance free
service and the total response is 44.45 percent.

7. Table Showing “The call cost of the service”

Cost Vodafone Airtel Reliance

High 10 9 5
 Average 27 19 14
Low 6 8 2
Total 43 36 21

Source: Survey Data

Interpretation:
It is clear from the table that most of the Vodafone users i.e. 10 respondents
feel that the call costs are high, 27 respondents feel that it is average and 6
feel that it is low. The majority of the Airtel users i.e. 9 respondents feel that
the call costs are high, 19 respondents feel that it is average and 8 feel that it
is low. The Reliance users i.e. 5 respondents feel that the call costs are high,
14 respondents feel that it is average and 2 feel that it is low.

7. Chart Showing “The call cost of the service”

 30 27
No. of Respondents 25
19
20
14
15 10 9 8
10 6 5
5 2
0
Vodafone Airtel Reliance

High Average Low

Source: Table No.7

Inference:
This shows that the major respondents are feeling that the present call cost of
Vodafone is very high compare to other service providers and the total
response is 27.

8. Table Showing “The present network of mobile phone

service”
 Network Vodafone Airtel Reliance
High 9 17 12
Normal 19 22 9
Low 7 3 2
Total 35 42 23

Source: Survey Data

Interpretation:
It is clear from the table among the Vodafone users, 9 respondents are highly
satisfied with the network, 19 respondents feel that it is normal and 7 feel
that it is low. The majority of the Airtel users i.e. 3 respondents are not
satisfied with the network, 22 respondents feel that it is normal and 17 feel
that it is high. The users of Reliance i.e. 2 respondents are not satisfied with
the network, 9 respondents feel that it is normal and 12 feel that it is high.

8. Chart Showing “The present network of mobile phone

service”
 25 22
No. of Respondents 19
20 17
15 12
9 9
10 7
5 3 2
0
Vodafone Airtel Reliance

High Normal Low

Source: Table No.8

Inference:
This shows that the major respondents are feeling that the present network of
Airtel is very high and powerful compared to other service providers and the
total response is 22.

9. Table Showing “The nature of the customer care service”

Nature Vodafone Airtel Reliance

Very Helpful 15 9 6
 Helpful 27 22 9
Not Helpful 6 2 4
Total 48 33 19

Source: Survey Data

Interpretation:
It is clear from the table that most of the Vodafone users i.e. 15 respondents
are very highly satisfied with the customer care, 9 respondents feel that it is
helpful and 6 feel that it is not helpful. The majority of the Airtel users i.e. 2
respondents are not satisfied with the customer care, 22 respondents feel that
it is the helpful and 9 feel that it is very helpful. The users of Reliance are 4
respondents are not satisfied with customer care, 9 respondents feel that it is
helpful and only 6 feel that it is very helpful.

9. Chart Showing “The nature of the customer care service”

 30 27
No. of Respondents 25 22
20 15
15
9 9
10 6 6
4
5 2
0
Vodafone Airtel Reliance

Very Helpful Helpful Not Helpful

Source: Table No.9

Inference:
This shows that the major respondents are feeling that the present customer
care service of Vodafone is very helpful compare to other service providers
and the total response for that are 27.

10. Table Showing “The number of customer browsing GPRS”

 Service No. of Respondents Percentage
Yes 60 60
No 40 40
Total 100 100

Source: Survey Data

Interpretation:
Most of the people using the service of GPRS for browsing the net, for
different reason and at different level among 100 people survey 60 percent
people are using the GPRS service and rest of the 40 percent people do not
use the service at all.

10. Chart Showing “The number of customer browsing GPRS”

 70 60
No. of Respondents 60
50 40
40
30
20
10
0
Yes No
Usage of Services

Source: Table No.10

Inference:
This shows that the major respondents are using GPRS services and total
response for that 60 percent.

11. Table Showing “The users using plan for Browsing”

 Plans No. of Respondents Percentage
Daily 16 25.81
Weekly 18 29.03
Monthly 14 22.58
Yearly 14 22.58
Total 62 100

Source: Survey Data

Interpretation:
This table shows that 25.81 percent of the respondents use daily plan, 29.03
percent use it as weekly plan and 22.58 percent use it monthly and yearly.

11. Chart Showing “The users using plan for Browsing”

 20 18
No. of Respondents 16
14 14
15

10

0
Daily Weekly Monthly Yearly
Browsing Plans

Source: Table No.11

Inference:
This shows that respondents of the browsing plan. More respondents are
using weekly service and the total response is 29.03 percent.

12. Table Showing “The download speed for Browsing”

 Download Speed No. of Respondents Percentage
Strongly Satisfied 6 8.57
Satisfied 34 48.57
Moderate 22 31.43
Dissatisfied 8 11.43
Total 70 100

Source: Survey Data

Interpretation:
This table shows that 48.57 percent of the respondents are satisfied with the
download speed for the browsing, 31.43 percent of the respondents are
moderate with download speed and 8 percent of the respondents are not
satisfied with the download speed for the browsing.

12. Chart Showing “The download speed for Browsing”

 40 34
No. of Respondents
30 22
20
6 8
10
0
Strongly Satisfied Moderate Dissatisfied
Satisfied
Download Speed

Source: Table No.12

Inference:
This shows that more numbers of respondents are satisfied with the
download speed for the browsing and total response is 48.57 percent.

13. Table Showing “The types of download by users”

 Types of Download No. of Respondents Percentage
Study Material 26 28.89
Entertainment 18 20
Spiritual 24 26.66
Finance 14 15.56
Others 8 8.89
Total 90 100

Source: Survey Data

Interpretation:
Majority of respondents were student is 28.89 percent. And they download
mostly study material. And second majority response is entertainment,
finance and others downloads.

13. Chart Showing “The types of download by users”

 30 26
No. of Respondents
24
25
20 18
14
15
8
10
5
0
Study Entertainment Spiritual Finance Others
Material

Types of Download

Source: Table No.13

Inference:
This shows that types of download by users and more numbers of
respondents are downloading study material and the total response is 28.89
percent. And other respondent is the purpose spiritual, finance,
entertainment etc.

14. Table Showing “The opinion about sound clarity”

 Sound Clarity Vodafone Airtel Reliance
Good 28 19 7
Average 17 13 10
Bad 2 1 3
Total 47 33 20

Source: Survey Data

Interpretation:
It is clear from the table that most of the Vodafone users i.e. 28 respondents
says that the sound clarity is good, 17 respondents feel that it is average and
2 feel that it is bad. The majority of the Airtel users i.e. 1 respondent is not
satisfied with the sound clarity, 13 respondents feel that it is average and 19
feel that it is very good. The majority of the Reliance users i.e. 7 respondents
say that the sound clarity is good, 10 respondents feel that it is average and 3
feel. That it is bad.

14. Chart Showing “The opinion about sound clarity”

 30 28
No. of Respondents 25
19
20 17
15 13
10
10 7
5 2 3
1
0
Vodafone Airtel Reliance

Good Average Bad

Source: Table No.14

Inference:
This shows the opinion of respondents towards sound clarity and maximum
response for good sound clarity is provided by Vodafone and the total
response for it is 28 percent.

15. Table Showing “The users response level with the mobile
phone services”
 Users Response No. of Respondents Percentage
Strongly Satisfied 26 26
Satisfied 46 46
Moderate 18 18
Dissatisfied 8 8
Strongly Dissatisfied 2 2
Total 100 100

Source: Survey Data

Interpretation:
Majority of the respondents were dissatisfied with the mobile services i.e. 8
percent and the 46 percent were satisfied with the service provided and 26
percent is strongly satisfied with the mobile phone services provided.

15. Chart Showing “The users response level with the mobile
phone services”
 60
No. of Respondents 50
46
40
26
30
18
20
8
10 2
0
Strongly Satisfied Moderate Dissatisfied Strongly
Satisfied Dissatisfied
Users Response for Mobile Phone Services

Source: Table No.15

Inference:
This shows the response of respondents toward their satisfaction, and major
group of respondent are satisfied with the mobile phone service providers
services and the total response is 46 percent.
 CHAPTER V

SUMMARY OF FINDINGS, SUGGESTIONS

AND CONCLUSION

Chapter V
Findings
  Mobile phones are used by all walks of society and a clear cut
demarcation cannot be made.
 Respondents in the age group of 21-30 are the heavy users of mobile
phones.
 Nokia brand of mobile is a clean winner as subscriber.
 Subscribers are mainly using prepaid services instead of postpaid
services.
 Airtel is a clear winner among all service providers as it is having
highest network, however Vodafone has got reasonable response in
terms of the low call cost and they are charging less then other service
provider.
 Airtel has very good customer care services than the other service
providers.
 Vodafone and Reliance have come out as providing bad customer
service.
 Mobile phones in general are nowadays used for browsing but its have
moderate satisfaction level among all customers of all services
providers with speed as it’s very low and costly too.
 Most of the respondents are satisfied with the services.

Suggestions
 Based on the data collected through subscriber survey certain
suggestions are given they are:
 Many respondents complain about the disturbance during traveling
and some measures should be taken to overcome this problem.
 The customer care of all service providers should be robust and
customer friendly and also should be available 24 hours.
 TRAI should have stringent measures for issuing of sim cards as
security is a major issue in our country now.
 Voice clarity among inter service providers has to be made better and
conflicts if any should be removed.
 Call rate among service providers should not vary much or there
should be uniform call rate among all cellular service providers.
 Most of the Vodafone users have complaints about the network
problem with in city limits, so more towers should be put up to avoid
this problem.
 Airtel should try to expand its coverage area and should provide
roaming facility all over India.
 The customer care of Vodafone is quite bad, it should be checked and
changed.
 The talk time should be increased by all the companies.
 Reliance should try to expand its coverage area.
 Various schemes and services should be provided which will help the
service providers to turn new subscribers and gain confidence among
already existing subscribers.
 Night offer should be provided by Vodafone, Airtel and Reliance.
Conclusion
The deployment of alternative across networks has been recognized as
a means towards greater service competition and lesser regulation in the
telecom industry. In simple terms, the idea is that one each consumer could
choose from among multiple service providers, the need to regulate access
would wane. Competition in network provision or in access provision is
therefore considered to be the key to both fostering retail competition and to
reducing market power in the network provision side.
During the 1990s cellular access networks emerged as the most viable
alternative access network to the incumbents fixed access network. Cellular
mobile telephony services were launched in the early 1980s as an expensive
service tailored to business customers. Since then cellular networks have
made tremendous contributions to reforms in telecommunications by
demonstrating the benefits of competition and innovation and by extending
connectivity. Cellular subscription has grown exponentially, exceeding
penetration rate of 60 percent in many countries, while the number of mobile
subscribers is rapidly overtaking the number of fixed lines. Mobile
telecommunications not only add the feature of mobility, but they also
complement and compete with the fixed line network for voice
communication. Cellular services have created a new way for entrants gain
access to customers and appear to have the maximum potential in breaking
the incumbent’s monopoly control over customer access for long major
problem in the telecommunications industry. Significantly mobile
telecommunications can play an increasingly important role in providing
universal service at a lower cost than fixed line service.
For users, mobile telecommunication offers the obvious benefits of
mobility and better service quality. Given the large benefits users are
deriving from mobile telecommunications services and the competition the
mobile telephony is likely to provide to the incumbent fixed line monopolies
in the foreseeable future, there may be a public good in sustaining the
growth of this industry.
 BIBLIOGRAPHY

Reference Books

 Philip Kotler S. ,Principles of Marketing, Pearson Publication, new

delhi, 11th Edition

 Philip Kotler, Marketing Management, Millennium Edition, Prentice
Hall India, September 1999.
 Valerie. Zeithamal, Service Marketing, the Mc Graw – Hill
Companies, October 2002.
 Adrian Payne, The essence of Service Marketing, Prentice Hall of
India, February 2001.
 Ronald Rust and Anthony, Service Marketing, International student
edition, January 2002.

Magazine Referred
 Business Today
 India Today
 Business Line

Website
www.NetMBA.com
www.google.com
www.Vodafone India.com
www.RIL.com
www.airtel.com
ANNEXURE
Financial Statement

Vodafone reports its results in accordance with International Financial

Reporting Standards (IFRS)

Profit Profit for

Turnover Basic Proportionate
Year before the year
£m EPS customers (m)
tax £m £m
2008 35,478 9,001 6,756 12.56 260
2007 31,104 (2,383) (5,297) (8.94) 206.4
2006* 29,350 (14,835) (21,821) (35.01) 170.6
2005 34,073 7,951 6,518 9.68 154.8
2004 36,492 9,013 6,112 8.70 133.4

Table No.3.1 Vodafone Financial Statement

Financial Statement

Equity Reserves / Loan Investments Net

Year share surplus Funds in Crore Current
capital Assets
Mar ' 09 1,898.2 25,627.38 35,355.48 11,777.76 35,355.48
4
Mar ' 08 1,897.9 18,283.82 26,809.71 10,952.85 26,809.71
1
Mar ' 07 1,895.9 9,515.21 16,751.95 705.82 16,751.95
3
Mar ' 06 1,893.8 5,437.42 12,139.72 719.70 12,139.72
 8
Mar ' 05 1,853.3 2,675.38 9,525.76 931.90 9,525.76
7

Table No.3.2 Airtel Financial Statement

Financial Statement

Turnover Total Equity Net Total Market

Year in income Share Worth Assets capital
Crore Capital
2008-09 146,328 148,388 1,574 126,373 245,706 239,721
2007-08 139,269 144,898 1,454 81,449 149,792 329,179
2006-07 118,354 118,832 1,393 63,967 117,353 198,905
2005-06 89,124 89,807 1,393 49,804 93,095 110,958

Table No.3.3 Reliance Financial Statement

 QUESTIONNAIRE

Dear Sir / Madam,

I, Patoliya Sachin Pravinbhai, student of CITY

COLLEGE, Bangalore, doing dissertation project on the “EVALUATION
OF PRICING STRATEGIES IN TELECOM SERVICES WITH
SPECIAL REFERENCE TO MOBILE SERVICES”, herewith
furnishing the questionnaire in respect of the opinion regarding
CUSTOMER’S EXPECTATION AND EXPERIENCES. I request you
kindly to tick on the block what you feel appropriate and write the answers
where it’s needed, I assure that the information furnished for the purpose be
kept strictly confidential.

PART – A
Name

Contact No.

Address

(A) 15 – 20 Yrs. ( ) (C) 31 – 40 Yrs. ( )

Age In Yrs.
(B) 21 – 30 Yrs. ( ) (D) 40 Yrs. Above ( )

Qualification

Occupation

(A) Below Rs 10,000 ( )

 Income per (B) Rs 10,000 - Rs 20,000 ( )
Month (C) Rs 20,000 - Rs 30.000 ( )
(D) Above Rs 30,000 ( )

PART – B

(1) Which brand cellular phone are you using?

Nokia ( ) Motorola ( ) Ericsson ( ) Samsung ( ) Siemens ( )

Others ( )

(2) Which service are you subscribing?

Vodafone ( ) Airtel ( ) Reliance ( )

(3) Which provider is giving more service like?

Vodafone Airtel Reliance

Internet

Mobile Banking

Voice Mail

E-mail & Chat

News

Games

Roaming Facility

Entertainment
(4) Which scheme are you using?

Prepaid ( ) Postpaid ( )

(5) Which prepaid/postpaid scheme are you using in Vodafone?

Night Calling ( ) SMS Pack ( ) Full Talk Time ( ) V to V Free ( )

(6) Which prepaid/postpaid scheme are you using in Airtel?

Night Calling ( ) SMS Pack ( ) Full Talk Time ( ) A to A Free ( )

(7) Which prepaid/postpaid scheme are you using in Reliance?

Night Calling ( ) SMS Pack ( ) Full Talk Time ( ) R to R Free ( )

(8) How you feel about call rate of your telecom service?

High ( ) Average ( ) Low ( )

(9) How do you feel about the present network of mobile phone service?

High ( ) Normal ( ) Low ( )

(10) How do you feel about the call cost of the service?

Good ( ) Average ( ) Bad ( )

(11) How is the customer care service?

Very helpful ( ) Helpful ( ) Not Helpful ( )

(12) Are you using GPRS service for net browsing?

Yes ( ) No ( )

(13) Which plan you are using for net browsing?

 Daily ( ) Weekly ( ) Monthly ( ) Yearly ( )

(14) What download speed is provided by the services?

Above 10 kbps ( ) 10 – 40 kbps ( ) 40 kbps and above ( )

(15) Are you satisfied with this download speed?

Strongly Satisfied ( ) Satisfied ( ) Moderate ( ) Dissatisfied ( )

Strongly Dissatisfied ( )

(16) What type of download mainly preferred by you?

Study material ( ) Entertainment ( ) Spiritual ( ) News ( )

Finance ( ) Others ( )

(17) What is your opinion about the sound clarity?

Good ( ) Average ( ) Bad ( )

(18) Are you satisfied with the mobile phone services?

Strongly Satisfied ( ) Satisfied ( ) Moderate ( ) Dissatisfied ( )

Strongly Dissatisfied ( )

(19) Are you looking forward for any other schemes / service?

If yes, please specify

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(20) Suggestion for improvement of mobile phone services.

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Thank You