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CUSTOMER SATISFACTION TOWARDS IDEA COMMUNICATION

1

CHAPTER – I

1.1 INTRODUCTION

Idea cellular Co. ltd. A leading GSM mobile service operator, Idea

cellular accesses licenses to operate in 13 telecom circles in India with

a customer base of more then 15 million, Idea cellular has operations in

Delhi, Himachal Pradesh, Rajasthan, Haryana, Uttaranchal, Uttar

Pradesh, Madhya Pradesh, Chhattisgarh, Gujarat, Maharashtra, Goa

Andrea Pradesh & Kerala. With the planned expansion into Mumbai

Bihar & Jharkhand. Idea is foot print will cover nearly 70% off India is

Telephony potential. Idea is listed on the national Stock exchange

(NSE) & Bombay stock exchange (BSE) in India.

Idea cellular is part of the U.S $ 12 Billion Adithya Birla group Idea is

first truly multinational co-operation. The group has market capital in

access of US $ 20 Billion. Operates in over 18 countries. & is anchoredby 88,000 employees belonging to 25 nationalities.

Innovate Stimulate liberate. . . . . . . . . . . . . . . .

Idea cellular is a leading GSM mobile service operator with

planned Indian license. With a customer base of our 40 million in 15

service areas. Operations are soon expected to expand to states of

Orissa & Tamilnadu. Services covering over 90% of India has telephony

potential.

A frontrunner in introducing revolutionary tariff & plans, Idea

cellular has the distinctions of offering for the first time in Indian

increasingly segmented market.




2

Customer service & innovation are the drivers. Of the cellular

brand, a brand known for many first, Idea was to the launch GPRS. &

EDGE in the country ,Idea has international reorganization for it is path

breaking innovations when it is won the GSM association award for the

“best billing & customer care solution “for 2 consecutive years..




3

1.2 STATEMENT OF THE PROBLEM

The company spends a Major share of it is money extract best

contribution of customer satisfaction. A small mistake or ignorance in

resurrecting non retainable supply or an insufficient customer

satisfaction could be lead to direct losses in terms of time & money

spend on customer satisfaction. This study concerned is with an

analytical exploration of how Idea Company is meeting this challenge in

terms of customer satisfaction.

As per the survey and the outcomes of the analysis I conclude that

majority of them aware about Idea mobile service and facilities and they

are keen to shift from present connection to Idea if they get value added

features. But if they want to shift to any other mobile service they

concentrate more on service and network coverage.




4

1.3 OBJECTIVES

1. To find out the reason for selection of Idea cellular ltd.

2. To study the customer opinion about the Idea cellular ltd.

3. To analysis the factor influence for use of Idea cellular ltd.

4. To analysis the level of satisfaction towards idea cellular ltd.

5. To study on customer perception on idea cellular ltd.




5

1.4 METHODOLOGY

Research design

A research design is the arrangement of conditions for collection

and analysis of data in a manner that aims to identify preference of

Idea. The descriptive research is considered to be the most appropriate

for the study, which would make the research work more analytical.

Primary data

The study depended on primary data. The primary data is

collected using sample survey method. The questionnaire was

administered for the collection of respondent‟s opinion related to the

research study. It is designed to gather data relating to the customer

personal factors, their awareness, their opinion towards the Idea and

the services provided by them.

Secondary data

The study also used secondary data. The data from textbook of

related topics, pamphlets, journals, magazines and websites are used

for the study




6

1.5 LIMITATION OF THE STUDY

Utmost care has been taken by the researcher to avoid faults and

short comings in the process of data collection. In spite of this, the

present study is prone to some limitations which are mentioned below.

The sample size is restricted to 100 only.

There may be certain percentage of respondents bias.

It is the random sample study, which has its own limitation.

The geographical boundary of the study is restricted only to

Humnabad city.

There exists no commonly accepted theory regarding factors

influencing consumer‟s decision-making – Hence, the result of the

study cannot be generalized.

The tools used in the study have its own limitations.




7

CHAPTER-II

THEORETICAL BACKGROUND

Market

Traditionally a „Market‟ was physical where buyers and sellers

gathered to buy and sell goods. Economists describe a market as a

collection of buyers and sellers who transact over a particular product or

product class (eg. The housing market or grain market).

Marketing

Marketing includes identifying unmet needs, producing products

and services to meet those needs and pricing, distributing and

promoting those products and services to produce a profit.

Means to make a communication about a product or service a

purpose of which is to encourage recipients of the count to

purchase or use the product or service. This is the process of planning and executing the conceptive

pricing, promotion and distribution of ideas, goods and services to

satisfy customers.

The business of advertising, promoting and selling books to the

public and to distributors

Finding out what customers want, then setting out to meet their

needs, provided it can be done at a profit. Marketing includes

market research, deciding on products and prices, advertising,

promoting distributing and selling.

The American Marketing Association offers the following form

definition. Marketing is an organization function and a set of

process for creating, communicating and delivery value to




8

customers and for managing customer relationship in ways that

benefit the organization and its stake holders.

Marketing is typically seen as the task of creating, promoting and

delivery goods and services to consumers and business. Effective

marketing can take many forms. It can be entrepreneurial formulated, or

entrepreneurial and marketers are involved in marketing many types of

entities : goods, services, experiences, events, persons, places,

properties organizations, information and ideas.

Marketing Management:

Marketing management is the art and science of choosing target

markets and getting, keeping and growing customers through creating,

delivering and communicating superior customer value.

It is a societal process by which individuals and groups obtain

what they need and want through creating, offering and freely

exchanging products and services of value with others.

Marketing management is a business discipline focused on the

practical application of marketing techniques and the management of a

firms marketing resources and activities. Marketing managers are often

responsible for influencing the level, timing, and composition ofcustomer demand in a manner that mill achieve the company

objectives.

Management Guru Peter Drucker, who wrote “Because the

purpose of business is to create a customer, the business enterprise

has two and only these two basic functions, marketing and innovation.




9

Marketing and innovation produce results, all the rest are costs.

Marketing is the distinguishing, unique function of the business.

Marketing Demand:

Marketing demand for product is the total volume that would be

bought by a defined customer group in a defined geographical area in a

defined time period in a defined marketing environment under a defined

marketing program.

Marketing demand is not fixed number, but rather a function ofthe stated conditions. For this reason, it can be called the market

demand function.

Customer Satisfaction:

Satisfaction is a persons feeling of pleasure or disappointment

resulting from comparing a products perceived performance (or

outcome) in relation to his or her expectations. If the performance falls

short of expectations, the customer is dissatisfied. If the performance

matches the expectations, the customer is satisfied. If the performance

exceeds expectations the customer is highly satisfied or delighted.

Although the customer centered firm seeks to create high

customer satisfaction, that is not its ultimate goal. If the companyincreases customer satisfaction by lowering its price or increasing its

services, the results may be lower profits. The company might be able

to increase its profitability by means other than increased satisfaction

(for example) by improving manufacturing process or investing more in

R&D). Also, the company has many stakeholders, including a

employees, dealers, suppliers and stockholders. Spending more to

„partners‟. Ultimately, the company must operate on the philosophy that




10

is trying to deliver a high level of customer satisfaction subject to

delivering acceptable levels of satisfaction to the other stakeholders,

given its total resources.

Customer Expectations:

How do buyers from the expectation? From past buying

experience, friends and associates advice and marketers and

competitors information and promises. If marketers raise expectations

too high. The buyer is likely to be disappointed. However, if the

company sets expectations too low. It wont attract enough buyers(although it will satisfy those who do buy). A customers decision to be

loyal or to defect is the sum of many small encounters with the

company.

Measuring Satisfaction:

A company would be wise to measure customer satisfaction

regularly because one key to customer retention is customer

satisfaction. A highly satisfied customer generally stays loyal longer,

buys more as the company introduces new products and upgrades

existing products, talks favourably about the company and its products,

pays less attention to competing brands and is less sensitive to price,

offers product or service ideas to the company and costs less to serve

than new customers because transactions are routine.

Attracting Customers:

The challenges according to Jeffery customer, is not to produce

satisfied customers, several competitors can do this. The challenge is to

produce delighted and loyal customers.




11

Companies seeking to expand their profits and sales have to

spend considerable time and resources searching for new customers.

To generate leads, the develops ads and places them in media that will

reach new prospects, it sends direct mail and makes phone calls to

possible new prospects, it sales people participate in trade shows,

where they might find new leads and so on. This activity produces a list

of prospects company has to identify customers which are really good

prospects.

Marketing Research:

Marketing research is systematic and objective study of problems

pertaining to the marketing of goods and services. It may be

emphasized that it is not restricted to any particular area of marketing,

but is applicable to all its phase and aspects.

Definition:

The American Marketing Association defined as “Marketing

research is the function which links the consumer, customer and public

to the marketer through information. Information used to identify and

define marketing opportunities and problems, generate, refine and

evaluate marketing actions monitor marketing performance, and

improve understanding of market as a process.

Marketing research specifies the information required to address

these issues, designs the method for collecting information, managers

and implements the data collection process, analysis the results, and

communicates the findings and their implications.




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Research Design:

Freen & Tull defined as “A research design is the specification of

methods and procedures for acquiring the information needed. It is the

over all operational pattern or frame work of the project that stipulate

that information is to be collected is to be collected from which sources

by what procedures.

Marketing Research & Analysis:

In order to make fact based decisions regarding marketing

strategy and design effectives, cost efficient implementation programsfirms must possess a detailed, objective understanding of their own

business and the market in which they operate. In analyzing these

issues, the discipline of marketing management often overlaps with the

related discipline of strategic planning.

Traditionally, marketing analysis was structured into 3 areas.

Customers, analysis , company analysis and competitors so called 3cs

analysis. More recently, it has become fashionable in some marketing

circles to divide these further into CS. Customer analysis, company

analysis, collaborator analysis, competitor analysis and analysis of the

industry context.

The focus of customer analysis is to develop a scheme for marketsegmentation breaking down the market into various constituent groups

of customers, which are called customer segments or market segments.

Marketing work to develop detailed profiles of each segment, focusing

on any no of variables that many differ among the segments focusing

demographic, psychographic, geographic, behavioural, needs benefit,

and other factors may all he examined. Marketers also attempt to track




13

these segments perceptions of the various products in the market using

tools such as perceptual mapping.

In company analysis, marketers forms on understanding the

company‟s cost structure and cost position relative to competitors, as

well as working to identify a firms core competencies and other

competitively distinct company resources. Marketing managers may

also work with accounting department to analyze the profits the firms is

generating from various product lines and customer accounts. The

company may also conduct periodic brand audits to assess the strengthof its brands and sources of brand equity.

The firms collaborators may also be profiled, which may include

various supplies, distributors and other channel partners, joint venture

partners and others. An analysis of complementary products may also

be performed if such product exist.

Marketing management employs various tools from economics

and competitive strategy to analyze the industry context in which the

firm operates. These include porters five forces, analysis of strategic

groups of competitors, value chain analysis and others. Depending on

the industry, the regulatory context may also be important to examine in

detail.

In competitors analysis, marketers build detailed profiles of each

competitor in the market, focusing especially on their competitive

strengths and weaknesses using SWOT analysis. Marketing managers

will examine each competitors cost structure, sources of profits,

resources and competencies, competitive positioning and product




14

differentiation, degree of vertical integration, historical responses to

industry developments and other factors.

Marketing management often finds it necessary to invest in

research to collect the data required to perform accurate marketing

analysis. As such, they often conduct market research (alternatively

marketing research) to obtain this information. Marketers employ a

variety of techniques to conduct market research, but some of the more

common include:

Qualitative marketing research such as focus groups

Quantitative marketing research such as statistical surveys

Experimental techniques such as test markets

Observational techniques such as ethnographic (on site)

observation

Marketing managers may also design and oversee various

environmental scanning and competitive intelligence processes to help

identify trends and inform the company‟s marketing analysis.

Marketing Strategy:

Once the company has obtained an adequate understanding of

the customer base and its own competitive position in the industry,

marketing managers are able to make key strategic decisions anddevelop a marketing strategy designed to maximize the revenues and

profits of the firm. The selected strategy may aim for any of a variety of

specific objectives, including optimizing short term unit margins,

revenue growth, market share, long term profitability, or other goals.

To achieve the desired objectives, marketers typically identify one

or more target customer segments which they intend to pursue.




15

Customer segments are often selected as targets because they score

highly on two dimensions.

1. The segment is attractive to serve because it is brgl, growing,

makes frequent purchases, is not price sensitive (i.e willing to

pay high prices) or other factors, and

2. The company has the resources and capabilities to compete for

the segments business, can meet their needs better than the

competition and can do so profitably. In fact, a commonly cited

definition of marketing is simply meeting needs profitably.

The implication of selecting target segments is that the business

will subsequently allocate more resources to acquire and retain

customers in the target segment than it will for other, non targeted

customers. In some cases the firm may go so far as to turn away

customers that are not in its target segment. The doorman at a swankly

might club, for example, may deny entry to unfashionably dressed

individuals because the b/s has made a strategic decision to target the

high fashion segment of nightclub patrons.

In conjunction with targeting decisions, marketing managers will

identify the desired positioning they want the company, product or brand

to occupy in the target customers mind. This positioning is often anencapsulation of a key benefit the company‟s product or service offers

that is differential and superior to the benefits offered by competitive

products.

Ideally, a firms positioning can be maintained over a long period

of time because the company possess or can develop, some form of

sustainable competitive advantage. The positioning should also be




16

sufficiently relevant to the target segment such that it will drive the

purchasing behaviour of target customers.

Implementation Planning:

After the firms strategic objectives have been identified, the target

market selected, and the desired positioning for the company, product

or brand has been determined, marketing managers focus on how to

best implement the chosen strategy. Traditionally, this has involved

implementation planning across the “4Ps” of marketing product

management, pricing and place (i.e. sales and distinct channels) andpromotion.

Taken together, the company‟s implementation choices across

the 4ps are often described as the marketing mix, meaning the mix of

elements the b/s will employ to “go to market” and execute the

marketing strategy. The overall goal for the marketing mix is to

consistently deliver a compiling value proposition that reinforces the

firms chosen positioning, builds customer loyalty and brand equity

among target customers and achievers the firms marketing and

financial objectives.

In many cases, marketing management will develop a marketing

plan to specify how the company will execute the chosen strategy andachieve the b/s objectives. The context of marketing plans varies from

firm to firm, but commonly includes.

An executive summary

Situation analysis to summarize facts and insights gained from

market research and marketing analysis

The company‟s mission statement or long term strategic vision




17

A statement of the company‟s key objectives, often subdivided

into marketing objectives and financial objectives.

The marketing strategy the b/s has chosen, specifying the target

segments to be pursued and the competitive positioning to be

achieved

Implementation choices for each element of the marketing mix

(the 4ps)

A summary of required investments (in people, programs, IT

systems etc)

Financial analysis, projection and forecasted results

A timeline or high level project plan

Matrics, measurements and control process

A list of key risks and strategic for managing these risks

Project, Process & Vendor Management:

Once the key implementation initiatives have been identified,

marketing managers work to oversee the execution of the marketing

plans. Marketing executives may therefore manage any no of specific

projects. Such as sales force management initiatives, product

development efforts, channel marketing programs and the execution of

public relations and advantage campaigns. Marketers use a variety of

project management techniques to ensure projects achieve their

objectives while keeping to established schedules and budgets.

More broadly, marketing managers work to design and improve to

effectiveness of core marketing processes, such as new product

development, brand management, marketing communications and

pricing. Marketers may employ the tools of b/s process reengineering to




18

ensure these processes are properly designed and use a variety of

process management techniques to keep them operating smoothly.

Effective execution may require management of both internal

resources and a variety of external vendors and services providers such

as the firms advantages agency. Marketers may therefore coordinate

with the company‟s purchasing department on the procurement of these

services.

Reporting, Measurement & Control Systems:

Marketing management employs a variety of metrics to measure

progress against objectives. It is the responsibility of marketing

managers – in the marketing department or else where to ensure that

the execution of marketing programs achieves the desired objectives

and does so in a cost efficient manner.

Marketing management therefore often makes use of various

organizational control systems, such as sales forecasts, sales force and

reseller incentive programs, sales force management systems and

customer relationship management tools (CRM). Recently some

software ventors have begun using the term marketing operations

management or marketing resources management to describe

resources. In some cases, these effects may be linked to various supplychain management systems, such as enterprise resource planning

(ERP), material requirements planning (MRP), efficient consumer

response (ECR) and inventory management systems.

Measuring the return on investment (ROI) of and marketing

effectiveness various marketing initiatives is a significant problem for

marketing management. Various market research, financial tools are




19

used to help estimate the ROI of marketing investments. Brand

valuation, for example, attempts to identify the percentage of a

company‟s market value that is generated by the company‟s hands,

thereby estimate the financial value of specific investments in brand

equity. Another technique, integrated marketing communications (IMC)

is a CRM database driven approach that attempts to estimate the value

of marketing mix executions based on the changes in customer

behaviour these executions generate.




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CHAPTER -III

INDUSTRY PROFILE

Today in India telecommunication and cellular industry has its own

importance and it contributes revenues to the government. There are

number of players operating in the telecommunication and cellular

segment, some of them are Reliance, Tata teleservices, Hutch, Idea

communications and the largest public sector giant BSNL.

The most prevalent wireless standard in the world today is GSM and

CDMA.These players are operating through GSM & CDMA technology.

The Government of India recognizes that provisions of a world class

telecommunication infrastructure and information is the key to rapid

economic and social development of the country.

Developing country like India the infrastructure development will help

the country to grow economically and constant increase in the Gross

Domestic Product and Gross National Income. The development in

telecommunication and cellular industry positively contribute to the

country to achieve the estimated GNP & GDP. So the

telecommunication and cellular industry has the brighter future in India.

The competition among the different operators in the industry can have

indirect advantage to the customers.

Telecom proved to a attractive of foreign investment in India. The

cumulative FDI inflow into telecom since 1993 has exceeded Rs. 43000

million. Annual foreign investment in telecom increased steadily from an

insignificant Rs. 20.6 million in 1993 to Rs. 17756.4 million in 1998.




21

Today in India there are many operators in telecom segment few of

them are-

1) IDEA Communication

2) Bharati televentures

3) Tata teleservices

4) Hutchison

5) Reliance communications

6) BSNL (Public Sector)

It‟s been a wonderful year 2003, for the mobile subscriber growth in

India. During 2003 17.7 million new subscribers were added raising the

total to 28.2 million, of this 6.2 million were brand new CDMA based

users. India has moved up five notches in the global ranks to the 13 th

place since the last listing in March 2003. Since India adds close to 2

million subscribers every month we should be among the Top 8

countries by 2004 end. But don‟t be too thrilled; in 2003 china added 63

million mobile users (5.25million a month) and 49 million fixed line

subscribers.




22

History of Cellular Telephony in India

Cellular Telephony

The technology that gives a person the power to communicate anytime,

anywhere - has spawned an entire industry in mobile

telecommunication. Mobile telephones have become an integral part of

the growth, success and efficiency of any business / economy.

The most prevalent wireless standard in the world today, is GSM. The

GSM Association (Global System for Mobile Communications) wasinstituted in 1987 to promote and expedite the adoption, development

and deployment and evolution of the GSM standard for digital wireless

communications.

The GSM Association was formed as a result of a European Community

agreement on the need to adopt common standards suitable for cross

border European mobile communications. Starting off primarily as aEuropean standard, the Group Specials Mobile as it was then called,

soon came to represent the Global System for Mobile Communications

as it achieved the status of a world-wide standard. GSM is today, the

world's leading digital standard accounting for 68.5% of the global digital

wireless market.

The Indian Government when considering the introduction of cellularservices into the country, made a landmark decision to introduce the

GSM standard, leapfrogging obsolescent technologies / standards.

Although cellular licenses were made technology neutral in September

1999, all the private operators are presently offering only GSM based

mobile services. The new licensees for the 4th cellular licenses that




23

were awarded in July 2001 too, have opted for GSM technology to offer

their mobile services.

Cellular Industry in India

The Government of India recognizes that the provision of a world-class

telecommunications 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 has

widespread ramifications on the entire economy of the country. It is also

anticipated that 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 be a comprehensive and forward looking

telecommunications policy which creates an enabling framework for

development of this industry.

Generations of Mobile Phones

First generation

On April 3, 1973, Motorola employee Dr. Martin Cooper placed a

call to Dr. Joel S. Engel, head of research at AT&T's Bell Labs, while

walking the streets of New York City talking on the first Motorola

DynaTAC prototype in front of reporters. Motorola has a long history of

making automotive radios, especially two-way radios for taxicabs andpolice cruisers.

Second generation

In the 1990s, 'second generation' (2G) mobile phone systems

such as GSM, IS-136 ("TDMA"), iDEN and IS-95 ("CDMA") began to be

introduced. In 1991 the first GSM network (Radiolinja) opened in

http://en.wikipedia.org/wiki/IDEN

http://en.wikipedia.org/wiki/Radiolinja

http://en.wikipedia.org/wiki/Radiolinja

http://en.wikipedia.org/wiki/IDEN




24

Finland. 2G phone systems were characterized by digital circuit

switched transmission and the introduction of advanced and fast phone-

to-network signaling. In general the frequencies used by 2G systems in

Europe were higher than those in America, though with some overlap.

For example, the 900 MHz frequency range was used for both 1G and

2G systems in Europe, so the 1G systems were rapidly closed down to

make space for the 2G systems. In America the IS-54 standard was

deployed in the same band as AMPS and displaced some of the

existing analog channels.

Coinciding with the introduction of 2G systems was a trend away

from the larger "brickle" phones toward tiny 100 –200g hand-held

devices, which soon became the norm. This change was possible

through technological improvements such as more advanced batteries

and more energy-efficient electronics, but also was largely related to the

higher density of cellular sites caused by increasing usage levels. This

decreased the demand for high transmission powers to reach distanttowers for customers to be satisfied.

The second generation introduced a new variant to

communication, as SMS text messaging became possible, initially on

GSM networks and eventually on all digital networks. The first machine-

generated SMS message was sent in the UK in 1991. The first person-

to-person SMS text message was sent in Finland in 1993. Soon SMSbecame the communication method of preference for the youth. Today

in many advanced markets the general public prefers sending text

messages to placing voice calls.

2G also introduced the ability to access media content on mobile

phones, when Radiolinja (now Elisa) in Finland introduced the

downloadable ring tone as paid content. Finland was also the first




25

country where advertising appeared on the mobile phone when a free

daily news headline service on SMS text messaging was launched in

2000, sponsored by advertising.

Third generation

Not long after the introduction of 2G networks, projects began to

develop third generation (3G) systems. Inevitably there were many

different standards with different contenders pushing their own

technologies. Quite differently from 2G systems, however, the meaning

of 3G has been standardized in the IMT-2000 standardization

processing. This process did not standardize on a technology, but

rather on a set of requirements (2 Mbit/s maximum data rate indoors,

384 kbit/s outdoors, for example). At that point, the vision of a single

unified worldwide standard broke down and several different standards

have been introduced.

The first pre-commercial trial network with 3G was launched by

NTT DoCoMo in Japan in the Tokyo region in May 2001. NTT DoCoMo

launched the first commercial 3G network on October 1, 2001, using the

WCDMA technology. In 2002 the first 3G networks on the rival

CDMA2000 1xEV-DO technology were launched by SK Telecom and

KTF in South Korea, and Monet in the USA. Monet has since gone

bankrupt. By the end of 2002, the second WCDMA network was

launched in Japan by Vodafone KK (now Softbank).pooEuropean

launches of 3G were in Italy and the UK by the Three/Hutchison group,

on WCDMA. 2003 saw a further 8 commercial launches of 3G, six more

on WCDMA and two more on the EV-DO standard.

During the development of 3G systems, 2.5G systems such as

CDMA2000 1x and GPRS were developed as extensions to existing 2G




26

networks. These provide some of the features of 3G without fulfilling the

promised high data rates or full range of multimedia services.

CDMA2000-1X delivers theoretical maximum data speeds of up to 307

kbit/s. Just beyond these is the EDGE system which in theory covers

the requirements for 3G system, but is so narrowly above these that any

practical system would be sure to fall short.

By the end of 2007 there were 295 Million subscribers on 3G

networks worldwide, which reflected 9% of the total worldwide

subscriber base. About two thirds of these are on the WCDMA standard

and one third on the EV-DO standard. The 3G telecoms services

generated over 120 Billion dollars of revenues during 2007 and at many

markets the majority of new phones activated were 3G phones. In

Japan and South Korea the market no longer supplies phones of the

second generation. Earlier in the decade there were doubts about

whether 3G might happen, and also whether 3G might become a

commercial success. By the end of 2007 it had become clear that 3Gwas a reality and was clearly on the path to become a profitable

venture.

Live streaming of radio and television [1] to 3G handsets is one

future direction for the industry, with companies such as Real Networks

[2] and Disney [3] recently announcing services.

A major reorganization of the department took place in 1925 when the

accounts of the Indian Posts and Telegraphs were reconstituted to

examine its true fiscal profile. The attempt was to find out the extent to

which the department was imposing a burden on the taxpayer and

bringing in revenue to the Exchequer and how far each of the four

constituent branches, namely postal, telegraph, telephone and wireless,

was contributing. It was also examined whether the rates charged from

http://en.wikipedia.org/wiki/RealNetworks

http://en.wikipedia.org/wiki/RealNetworks




27

the public were inadequate or excessive. The P&T Department was a

victim of the universal financial and economic depression witnessed in

1930. Several economy measures were introduced on the advice of the

P&T Sub Committee of the Retrenchment Committee presided over by

Sir Cowasjee Jehangir Jr.

Interestingly, from the beginning the P&T Department was run on

welfare lines without profit motive. The Annual Report of the

Department in 1931 mentioned that the policy of the government was to

administer the department in such a way that there was neither asubstantial profit nor a substantial loss. It conceded that the

achievement of this ideal had not been possible. One of the contributory

factors was the pay revision. Though the department was meant to run

on commercial lines, it was debarred from observing strict business

principles in many directions. Many of the purposes, which it was

required to serve, were non-remunerative. After the implementation of

the Federal Financial Integration Scheme in April 1950, the

administration of the entire network of telegraph and telephone

systems, including those previously existing in the former princely

states, became a major adventure. The number of telephone

exchanges absorbed from the princely states was 196. Soon after

absorption, an attempt was made to improve their technical efficiency

by replacing obsolete and unserviceable equipment.

Meanwhile, several events took place. Radio telephone

communications between England and India were opened in 1933; the

Indo-Burma Radio Telephone service started functioning between

Madras and Rangoon in 1936; the Burma and Aden telegraph systems,

which were a part of the Indian telegraph system, got separated in

1937; deluxe telegrams with foreign countries were introduced in 1937;




28

the Bombay-Australian wireless telegraph service and Bombay-China

wireless service were inaugurated in 1942; the Bombay, Calcutta and

Madras Telephone Systems were taken over by the ITD in 1943; a

Telecommunications Development Board was set up; the Bombay-New

York Wireless Telegraph Service was commissioned in 1944; Hindi

telegram in Devnagari script was introduced, and the Own Your

Telephone Scheme was inaugurated in 1949.

In 1950, the India-Afghanistan Wireless Telegraph service, radio

telephone service between India and Nepal, wireless telephone servicebetween India and Indonesia and private priority telegram were

inaugurated. The Own Your Telephone Exchange scheme began to

operate in 1950. In the following year, the radio telephoto service was

started and wireless telegraph links to Thailand, the Soviet Union, Egypt

and Iceland were provided. These were followed by wireless telephone

links to Iran and Japan and the launch of the telex service in Bombay.

Later, the first coaxial route between Delhi and Agra and the first

subscriber trunk dialing (STD) route between Kanpur and Lucknow

were commissioned.

In the 1960s, the first microwave route between Calcutta and Asansol

was opened, the first crossbar local exchange was commissioned at

Mambalam (Madras) and the first crossbar trunk automatic exchangewas put into service in Madras. The 1970s witnessed the installation of

the SPC gateway telex exchange and introduction of the international

subscriber dilled telex service, the introduction of the first digital

microwave system in the Calcutta Junction network, the setting up of

Telecommunications Consultants India Limited, and the commissioning

of the first optical fibred system for local junction in Pune.




29

In the 1980s, the first satellite earth station for domestic

communications was set up at Secundrabad, the Troposcatter system

link with the Soviet Union was inaugurated, the first SPC electronic

digital telex exchange and the first SPC analogue electronic trunk

automatic exchange were commissioned in Bombay, the Centre for

Development of Telematics (C-DOT) was established, the first mobile

telephone service and the first radio paging service were introduced in

Delhi, Mahanagar Telephone Nigam Ltd. (MTNL) and Videsh Sanchar

Nigam Ltd. (VSNL) were set up, and the international gateway packet

switch system was commissioned in Bombay. The 1980s also saw therestructuring of the P&T Department into the Department of Posts and

the Department of Telecommunications, the constitution of Telecom

Commission, and the reorganization of telecommunication circles with

the Secondary Switching Areas as the basic units.

The 1990s witnessed the commissioning of the I-Net Exchange,

introduction of the voice mail service in Delhi, the announcement of a

National Telecom Policy, the setting up of the Telecom Regulatory

Authority of India, the introduction of the WLL telephone system in

Delhi, the commissioning of the Indo-Nepal Optical Fibre link, the

opening up of basic telephone services to the private sector, the

announcement of the new ISP policy, and the separation of the

Department of Telecommunications into the Department of TelecomServices and the Department of Telecom Operations.

As the new millennium dawned, the Telecom Disputes Settlement and

Appellate Tribunal was set up, the national long-distance service was

opened up for private participation and BSNL was set up. This was

followed by the tabling of the Convergence Bill in Parliament, the

announcement of policies for the GMPCS service, PMRTS and UMS,




30

privatization of VSNL, opening up of international long-distance service

for private competition and the launch of Internet telephony.

Thus the journey towards telecom revolution, which started in the

middle of the 19th century, continues in the 21st century.

Mobile communication:

Code Division Multiple Access (CDMA):

CDMA is a „spread spectrum‟ technology which means that it spreads

the information contained in a particular signal of interest over a muchgreater bandwidth than the original signals.

CDMA technology offers numerous benefits to the cellular operators

and their subscribers.

The following points show some benefits of CDMA technology:-

Capacity increases, 8 to 10 times of an AMPS analogy system.

Improved call quality with better and more consistent sound as

compared to AMPS system.

Simplified system planning through the use of the same frequency in

every sector of every cell.

Enhanced privacy.

Improved coverage characteristics allowing for the possibility of

fewer cell sites. Band width on demand.

It is very useful to those people who stay with the city.

It is alternative to land phone.

WLL Technology:

WLL is a communication system that connects customers to the Public

Switched Telephone Network (PSTN) using radio frequency signals as




31

a substitute for conventional wires for all or part of the connection

between the subscribers and the telephone exchange.

Countrywide induction of WLL under way for areas is non-feasible for

the normal network.

Helping relieve congestion of connections in the normal cable/wire

based network in urban areas.

Connecting the remote and scattered in rural areas.

Limited mobility without any air-time charge.

List of proposed cities to be deployed with WLL during 2001-2003.




32

CHAPTER - IV

COMPANY PROFILE

IDEA Cellular is a leading GSM mobile services operator in India with 67

million subscribers, under brand IDEA. It is a pan India integrated GSM

operator covering the entire telephony landscape of the country, and has

NLD and ILD operations.

A frontrunner in introducing revolutionary tariff plans, IDEA Cellular has

the distinction of offering the most customer friendly and competitive Pre

Paid offerings, for the first time in India, in an increasingly segmented

market. From basic voice & Short Message Service (SMS) services to

high-end value added & GPRS services such as Blackberry, Data card,

Mobile TV, Games etc - IDEA is seen as an innovative, customer

focused brand.

IDEA offers affordable and world-class mobile services to varied

segments of mobile users. Be it high end users, or low-end, price

sensitive consumers - Idea‟s tariff plans are designed to suit every

pocket.

With a vision of delighting its customers while meeting their individual

communication needs anytime, anywhere, IDEA offers seamless

coverage to roaming customers traveling to any part of the country, as

well as to international traveling customers across over 200 countries.

IDEA Cellular has partnership with over 400 operators to ensure that

customers are always connected while on the move, within the country or




33

other parts of the world.

IDEA is the winner of 'The Emerging Company of the Year Award' at The

Economic Times Corporate Excellence Awards 2008-09. The company

has received several other national and international recognitions for its

path-breaking innovations in mobile telephony products & services. It won

the GSM Association Award for "Best Billing and Customer Care Solution”

for 2 consecutive years. It was awarded "Mobile Operator of the Year

Award - India” for 2007 and 2008 at the Annual Asian Mobile News

Awards

IDEA Cellular is an Aditya Birla Group Company, India's first truly

multinational corporation. The group operates in 25 countries, and is

anchored by over 1,30,000 employees belonging to 30 nationalities. The

Group has been adjudged the '6th Top Company for Leaders in Asia

Pacific Region' in 2009, in a survey conducted by Hewitt Associates, in

partnership with The RBL Group, and Fortune. The Group has also beenrated 'The Best Employer in India and among the Top 20 in Asia' by the

Hewitt-Economic Times and Wall Street Journal Study 2007.

Our Service Areas

The Indian telecommunications market for mobile services is divided into

22 "Service Areas" classified into "Metro", Category "A", Category "B" and

Category "C" service areas by the Government of India. These

classifications are based principally on a Service Area's revenue

generating potential.




34

IDEA is a pan-India operator with services being made available in all

parts of the country.

The telecom service areas have been divided into Established and New

Service Areas.

Established Service Areas

The established service areas are Delhi, Andhra Pradesh, Gujarat,

Maharashtra, Haryana, Kerala, Madhya Pradesh and Uttar Pradesh(West).

Licenses for the Maharashtra and Gujarat Service Areas were awarded in

December 1995, with network rollout and commercial launch achieved in

1997. In January 2001 the mobile operations in Andhra Pradesh Service

Area were integrated with IDEA through a merger with Tata Cellular

Limited.

In June 2001, the mobile operations in Madhya Pradesh Service Area

were fully integrated with IDEA through an acquisition of RPG Cellcom

Limited. In October 2001, the license for Delhi Service Area was acquired

during the fourth mobile license auction, with network rollout and

commercial launch in November 2002.

In January 2004, Escotel Mobile Communications Private Limited

("Escotel"), was acquired with its original licenses in the Service Areas of

Haryana, Uttar Pradesh (West) and Kerala. All these Service Areas were

re-branded and integrated with IDEA in June 2004.




35

New Service Areas

The New Service Areas are Uttar Pradesh (East), Rajasthan, Himachal

Pradesh, Bihar, Mumbai, Karnataka, Punjab, Orissa, Chennai & Tamil

Nadu, Jammu & Kashmir, Kolkata & West Bengal, and Assam & North

East.

Licenses for Uttar Pradesh (East), Rajasthan and Himachal Pradesh were

acquired through the acquisition of Escotel (Escorts Telecommunications

Limited).

Idea launched its services in Mumbai and Bihar in 2008. The Mumbai

launch was the largest Metro City launch in India. In Bihar, Idea acquired

500,000 subscribers in just over 100 days.

Brand Idea was launched in Karnataka and Punjab, through the

acquisition of Spice Communications.

The company has expanded its pan-India presence through service

launches in Orissa, Chennai & Tamil Nadu, Jammu & Kashmir, Kolkata &

West Bengal, and the North East states in FY10.




36

History

The chronology of key events

of the Company from

incorporation is set out

below:

Calendar year Events

2009

Subscriber base as on

December 31, 2009:

57,611,872

Idea becomes a pan-India

operator

Emerging Company of the

Year - fastest growing

mobile operator in the

world‟s fastest growing

telecom market

2008


December 31, 2008:

40,016,153

Idea acquired 9 licenses

for Punjab, Karnataka,

Tamil Nadu & Chennai,

West Bengal, Orissa,

Kolkata, Assam, North




37

East and Jammu &

Kashmir

Acquired Spice

Communications with the

operating circles of Punjab

and Karnataka

Launched services in

Mumbai metro in the

largest single metro city

launch, ever

Launched services in Bihar

2007


December 31, 2007:

21,054,027

Won an award for the

"CARE" service in the

"Best Billing or Customer

Care Solution" at the GSM

Association Awards in

Barcelona, Spain

Initial Public Offering

aggregating to Rs. 28,187

million and Listing of Equity

Shares on the Bombay

Stock Exchange and the

National Stock Exchange




38

Merger of seven

subsidiaries with Idea

Cellular Limited

Reached the twenty million

subscriber mark

2006


December 31, 2006:

12,442,450

Became part of the Aditya

Birla Group subsequent to

the TATA Group

transferring its entire

shareholding in the

Company to the Aditya

Birla Group

Acquired Escorts

Telecommunications

Limited (subsequently

renamed as Idea

Telecommunications

Limited)

Restructuring of debt

Launch of the New Circles

Reached the 10 million

subscriber mark

Received Letter of Intent




39

from the DoT for a new

UAS License for the

Mumbai Circle.

Received Letter of Intent

from the DoT for a new

UAS License for the Bihar

Circle through Aditya Birla

Telecom Limited. ABNL,

the parent of Aditya Birla

Telecom Limited, pursuant

to a letter dated November

22, 2006, agreed to

transfer its entire

shareholding in Aditya Birla

Telecom Limited to the

Company for theconsideration of Rs. 100

million.

2005


December 31, 2005:6,473,962

Reached the five million

subscriber mark

Turned Profit Positive

Won an Award for the "Bill




40

Flash" service at GSM

Association Awards in

Barcelona, Spain

Sponsored the

International Indian Film

Academy Awards

2004

Completed debt

restructuring for the thenexisting debt facilities and

additional funding for the

Delhi Circle.

Acquired Escotel Mobile

Communications Limited

(subsequently renamed as

Idea Mobile

Communications Limited)

Reached the four million

subscriber mark

First operator in India to

commercially launch

EDGE services 2005

2003

Reached the two million

subscriber mark




41

2002

Changed name to Idea

Cellular Limited and

launched "Idea" brand

name

Commenced commercial

operations in Delhi Circle

Reached the one million

subscriber mark

2001

Acquired RPG Cellular

Limited and consequently

the license for the Madhya

Pradesh (including

Chattisgarh) Circle

Changed name to Birla

Tata AT&T Limited

Obtained license for

providing GSM-based

services in the Delhi Circle

following the fourthoperator GSM license

bidding process

2000

Merged with Tata Cellular

Limited, thereby acquiring

original license for the




42

Andhra Pradesh Circle

1999

Migrated to revenues

share license fee regime

under New

Telecommunications Policy

("NTP")

1997

Commenced operations in

the Gujarat and

Maharashtra Circles

1996

Changed name to Birla

AT&T Communications

Limited following joint

venture between Grasim

Industries and AT&T

Corporation

1995

Incorporated as Birla

Communications Limited

Obtained licenses for

providing GSM-based

services in the Gujarat and

Maharashtra Circles

following the original GSM

license bidding process.




43

Our Mission




44

Board of Directors

Mr. Kumar Mangalam Birla (Chairman)

Smt. Rajashree Birla

Mr. Sanjeev Aga (Managing Director)

Mr. Arun Thiagarajan

Ms. Tarjani Vakil

Mr. Mohan Gyani

Mr. Gian Prakash Gupta

Mr. R.C. Bhargava

Mr. P. Murari

Mr. Biswajit A. Subramanian

Dr. Rakesh Jain

Mr. Juan Villalonga Navarro

Dr. Hansa Wijayasuriya (Alternate to Mr. Juan Villalonga Navarro)




45

Management Team

Corporate Leadership Team

Mr. Sanjeev Aga, Managing Director

Mr. Akshaya Moondra, Chief Financial Officer

Mr. Anil K. Tandan, Chief Technology Officer

Mr. Prakash K. Paranjape, Chief Information Officer

Mr. Pradeep Shrivastava, Chief Marketing Officer

Mr. Navanit Narayan, Chief Service Delivery Officer

Mr. Vinay K. Razdan, Chief Human Resource Officer

Mr. Rajat. K. Mukarji, Chief Corporate Affairs Officer

Mr. Rajesh K. Srivastava, Chief Materials & Procurement Officer

Mr. Ambrish Jain, Director – Operations

Mr. Himanshu Kapania, Director - Operations




46

Circle Heads

Mr. Iyer Subbaraman S., Chief Operating Officer, Andhra Pradesh

Mr. Rajendra Chourasia, Chief Operating Officer, Madhya Pradesh& Chattisgarh

Mr. Virad Kaul, Chief Operating Officer, Uttar Pradesh (West), Delhi& Haryana

Mr. T. G. B. Ramakrishna, Chief Operating Officer, Kerala

Mr. Sashi Shankar, Chief Operating Officer, Mumbai

Mr. P.Lakshminarayana, Chief Operating Officer, Maharashtra &Goa

Mr. Naozer Firoze Aibara, Chief Operating Officer, Uttar Pradesh(East)Mr. Sunil Kataria, Senior Vice President - Operations, Rajasthan

Mr. Arul Bright, Senior Vice President - Operations, Gujarat

Mr. M. D. Prasad, Senior Vice President - Operations, Bihar

Mr. M. Srinivas, Senior Vice President - Operations, Tamil Nadu &Chennai

Mr. Siva Ganapathi, Chief Operating Officer, Karnataka

Mr. Anish Roy, Chief Operating Officer, Punjab, J&K and HimachalPradesh

Mr. Aloke Malik, Chief Operating Officer, East (Kolkata, Rest ofBengal, Orissa & NESA)




47

Our Partners

IDEA welcomes all businesses and individuals interested inpartnering with us to enhance and strengthen the IDEA products &services portfolio.

To explore such potential partnerships, kindly get in touch with usby submitting the Partners Form.

Some of our Technology and Content Partners:

VAS

On mobile Asia Pacific Ltd

Cellebrum India Ltd

Siddhivinayak AstroServices Ltd.

Kodiak Ltd

Mauj

Net4nuts India Ltd

Yahoo

Rediff

Mobile2win

Sify

http://sify.com/

http://www.mobile2win.com/

http://www.rediff.com/

http://in.yahoo.com/

http://www.net4nuts.com/main/index.htm

http://www.mauj.com/

http://www.kodiaknetworks.com/

http://www.ganeshaspeaks.com/index.jsp

http://www.onmobile.com/




48

NDTV

ROAMING

Roamware.inc

Starhome

Bharti Telesoft

MARKETINGCOMMUNICATIONS

Lowe India Pvt Ltd

Mindshare

PUBLIC RELATIONS

AdFactors PR

NETWORK

Nokia - Siemens

Ericsson

BILLING

Atos Origin

http://sify.com/

http://sify.com/

http://sify.com/

http://www.ericsson.com/in/

http://www.nokia.co.in/

http://www.nokia.co.in/

http://www.lintasmedia.in/

http://www.loweworldwide.com/

http://www.bhartitelesoft.com/

http://www.starhome.com/

http://www.roamware.com/

http://www.ndtv.com/




49

Brand Information

The brand Idea

It is almost impossible to disintegrate brand Idea from the corporate Idea.

Brand values are the company values and vise versa.

Brand Vision: It goes without saying that the brand vision of idea mirrors the

company‟s vision. The brand mission statement is...... To be the most

customer-focused mobile service brand, continuously innovating to help

liberate our customers from the shackles of time & space.

IDEA - Brand Values

Innovate . Stimulate . Liberate ....

It is these brand values, which have made us a formidable player in the

telecom industry. Innovations that stimulate the customer and liberate him from

the shackles of time and space are the core of our brand. This is what we strive

for. Nothing more, nothing less, nothing else.

IDEA - Brand Mission

The India footprint Idea

Anywhere connectivity - bringing India closer.

The Technology Advantage Idea

Tomorrow's technology to enrich today.




50

The Customer Focus Idea

Make a single interaction a lasting relationship.

The Employee Focus Idea

Nurture the roots that nurture our ideas.

Our Values

Values We Value :

Integrity - Honesty in every action

At Aditya Birla Group, Integrity is defined as: Acting and taking

decisions in a manner that is fair, honest, following the highest

standards of professionalism and also perceived to be so. Integrity

for us means not only financial and intellectual integrity, but in allother forms as are commonly understood.

Key words that connote Integrity are:

Ethical

Truthful

Principled

Transparent

Upright

Respectful




51

Commitment - deliver on the promise

At Aditya Birla Group Commitment is defined as: On the foundationof integrity, doing whatever it takes to deliver value to all

stakeholders. In the process, taking ownership of our actions and

decisions, those of our team and that part of the organization that we

are responsible for.

Key words that connote commitment are:

Accountability

Discipline

Responsibility

Result

Self-confidence

Reliability

Passion - energized action

At Aditya Birla Group Passion is defined as: A missionary zeal

arising out of emotional engagement with the organization that

makes work joyful and inspires each one to give his or her best.

Relentless pursuit of goals and objectives with the highest level of

energy and enthusiasm, that is voluntary and spontaneous.

Key words that connote passion are:

Intensity

Innovation

Transformational




52

Fire-in-the-belly

Inspirational

Deep sense of purpose

Seamlessness - boundryless in letter and spirit

At Aditya Birla Group, Seamlessness is defined as

Thinking and working together across functional silos, hierarchies,

business and geographies. Leveraging the available diversity togarner synergy benefits and promote openness through sharing and

collaborative efforts.

Key words that connote Seamlessness are:

Teamwork

Integration

Involvement

Openness

Global

Learning from the best

Speed - one step ahead always

At Aditya Birla Group, Speed is defined as: Responding to internal

and external customers with a sense of urgency. Continuously

seeking to crash timelines and choosing the right rhythm to optimize

organization efficiencies




53

Key words that connote Speed are:

Response time

Agile

Accelerated

Timelines

Nimble

Prompt

ProactiveDecisive




54

Our Promoters

IDEA Cellular is part of the Aditya Birla Group, India's first truly

multinational corporation. Global in vision, rooted in Indian values,

the Group is driven by a performance ethic pegged on value

creation for its multiple stakeholders.

The group operates in 25 countries, and is anchored by over

100,000 employees belonging to 25 nationalities. The Group has

been adjudged 'The Best Employer in India and among the Top 20

in Asia' by the Hewitt-Economic Times and Wall Street Journal

Study 2007.

A premium conglomerate, the Aditya Birla Group is a leader in

swathe of products - viscose staple fibre, aluminium, cement,

copper, carbon black, insulators, garments.

The Group has also made successful forays into financial services,

telecom, software, BPO and retail sectors. Today, the Group is

India's most diversified business house.

Our Promoters are

1. Aditya Birla Nuvo Limited

2. Grasim Industries Limited

3. Hindalco Industries Limited and

4. Birla TMT Holdings Private Limited.




55

CHAPTER –V

DATA ANALYSIS AND INTERPRETATION

Table No. 1

Classification of sample respondents according to age

Age Group

Number of

Respondents

Percentage

Below 25 yrs 36 36

25-35 Yrs 30 30

35-45 Yrs 22 22

Above 45 Yrs 12 12

TOTAL 100 100




56

Graph No.1

Classification of sample respondents according to age

0

5

10

15

20

25

3035

40

Below 25

yrs

25-35 Yrs 35-45 Yrs Above 45

Yrs

36% of customer are Below 25 years

30% of customer are 25-35 years


12% of customer are Above 45 years




57

Table No. 2

Classification of sample respondents according to sex

Sex

Number of

Respondents

Percentage

Male 65 65

Female 35 35

TOTAL 100 100




58

Graph No.2

Classification of sample respondents according to sex

65

35

0

10

20

3040

50

60

70

Male Female

65% of customer are male

35% of customer are Female




59

Table No. 3

Classification of sample respondents according to their

educational qualification

Educational

Qualification

Number of

Respondents

Percentage

No formal Education 16 16

School Level 10 10

Graduate 45 45

Post Graduate 29 29

TOTAL 100 100




60

Graph No.3

Classification of sample respondents according to their


1610

45

29

0

10

20

30

40

50

No formal

Education

School

Level

Graduate Post

Graduate

45% of customer are Graduate

29% of customer are Post graduate

16% of customer are No Formal education

10% of customer are school level




61

Table No. 4

Classification of sample respondents according to occupation

Occupation Number of Respondents Percentage

Student 14 14

Business 30 30

House Wife 20 20

Professional 25 25

Working Person 11 11

TOTAL 100 100




62

Graph No.4

Classification of sample respondents according to occupation

14

30

20

25

11

0

5

10

15

20

25

30

35

Student Business House Wife Professional Working

Person

30% of customer are Business Persons

25% of customer are professional

20% of customer are Housewife

14% of customer are student

11% of customer are working persons




63

Table No. 5

Classification of sample respondents according to monthly income

Monthly Income

Number of

Respondents

Percentage

Below Rs 5000 20 20

Rs 5000-10000 30 30

Rs 10000-15000 10 10

Rs 15000-20000 15 15

Rs 20000 Above 25 25

TOTAL 100 100




64

Graph No.5

Classification of sample respondents according to monthly income

20

30

10

15

25

0

5

10

15

20

25

30

35

Below Rs

5000

Rs 5000-

10000

Rs 10000-

15000

Rs 15000-

20000

Rs 20000

Above

30% of customer monthly income is Rs 5000-10000

25% of customer monthly income is above Rs 20000

20% of customer monthly income is below Rs 5000






65

Table No. 6

Classification of sample respondents according to source of

awareness

Source of Awareness

Number of

Respondents

Percentage

T.V. 35 35

Radio 15 15

Newspaper 30 30

Friends 20 20

TOTAL 100 100




66

Graph No.6

Classification of sample respondents according to source ofawareness

T.V.

35%

Radio

15%

Newspaper

30%

Friends

20%

35% of customer Source of awareness is TV

30% of customer Source of awareness is Newspaper

20% of customer Source of awareness is Friends

15% of customer Source of awareness is radio




67

Table No. 7

Classification of sample respondents according to monthlyexpenses

Monthly Expenses

Number of

Respondents

Percentage

Below Rs 200 27 27

Rs 300-400 40 40

Above Rs 500 33 33

TOTAL 100 100




68

Graph No.7

Classification of sample respondents according to monthlyexpenses

Below Rs

200

27%

Rs 300-400

40%

Above Rs

500

33%

40% of customer Monthly expenses is Rs 300-400

33% of customer Monthly expenses is Above Rs 500

27% of customer Monthly expenses is Below Rs 200




69

Table No. 8

Classification of sample respondents according to reason for

selection of idea

Reason for

selection

Number of

Respondents

Percentage

Tower 17 17

Cards available 14 14

Price 21 21

Offers 25 25

Speedy operation 12 12

Customer service 11 11

TOTAL 100 100




70

Graph No.8

Classification of sample respondents according to reason forselection of idea

1714

2125

12 11

0

5

10

15

2025

30

T o w e r

C

a r d s

a v a i l a b l e

P r i c e

O f f e

r s

S p e

e d y o

p e r a t i o

n

C u s t o m

e r s e r v i c

e

25% of customer Selection due to offers

21% of customer Selection due to price

17% of customer Selection due to tower

14% of customer Selection due to cards available 12% of customer Selection due to speedy operation

11% of customer Selection due to customer service




71

Table No. 9

Showing the customer interest towards idea SIM cards Tariffs

Tariffs Frequency Percentage

SMS pack 20 20

Uth pack 26 26

Non SMS pack 14 14

Life time 40 40

TOTAL 100 100




72

Graph No.9

Showing the customer interest towards idea SIM cards Tariffs

20

26

14

40

0

5

10

15

20

25

30

35

40

SMS pack Uth pack Non SMS

pack

Life time

40% of customer interest towards Lifetime Validity

26% of customer interest towards Uth packs

20% of customer interest towards SMS packs

14% of customer interest towards Non SMS packs




73

Table No: 10

Showing the idea card used by customer

Customers frequency percentage

House wife 19 18

Students 30 40

Business persons 43 26

Middle class families 8 16

TOTAL 100 100




74

Graph No.10

Showing the idea card used by customer

19

30

43

8

05

1015202530

35404550

House wife Students Business

persons

Middle class

families

43% of Idea Sim card is used by Business persons

30% of Idea Sim card is used by Students

19% of Idea Sim card is used by House Wife

8% of Idea Sim card is used by Middle class families




75

Table No: 11

Showing the customer depending on the network, offers and

validity

Depending Frequency Percentage

Network 22 22

Offers 55 55

Validity 23 23

TOTAL 100 100




76

Graph No.11

Showing the customer depending on the network, offers and

validity

22

55

23

0

10

20

30

40

50

60

Network Offers Validity

55% of customer Depend upon Offers

23% of customer Depend upon Validity

22% of customer Depend upon Network




77

Table NO: 12

Showing the SMS pack used by the customers.

SMS PACK USERS FREQUENCY

Students 60

Business persons 30

House wife 3

Middle persons 7

TOTAL 100




78

Graph No.12

Showing the SMS pack used by the customers.

60

30

37

0

10

20

30

40

50

60

70

Students Business

persons

House wife Middle

persons

60% of the Customer says SMS pack is used by Students

30% of the Customer says SMS pack is used by Business

persons

7% of the Customer says SMS pack is used by Middle class

families

3% of the Customer says SMS pack is used by Housewife




79

Table No.13

Satisfaction level with the service provided by the company.

Satisfied Ok Dissatisfied Total

36 50 14 100




80

Graph No.13

Satisfaction level with the service provided by the company.

Satisfied

36%

Ok

50%

Dissatisfied

14%

50% of the Customer says ok

36% of the Customer says Satisfied

14% of the Customer says Dissatisfied




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CHAPTER –VI

6.1 FINDINGS

1. Classification of sample respondents according to age

customer are Below 25 years



12% of customer are Above 45 years

2. Classification of sample respondents according to sex

65% of customer are male

35% of customer are Female

3. Classification of sample respondents according to their


45% of customer are Graduate

29% of customer are Post graduate

16% of customer are No Formal education

10% of customer are school level

4. Classification of sample respondents according to occupation

30% of customer are Business Persons

25% of customer are professional

20% of customer are Housewife

14% of customer are student




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11% of customer are working persons

5. Classification of sample respondents according to monthly

income


25% of customer monthly income is above Rs 20000

20% of customer monthly income is below Rs 5000



6. Classification of sample respondents according to source of

awareness

35% of customer Source of awareness is TV

30% of customer Source of awareness is Newspaper

20% of customer Source of awareness is Friends

15% of customer Source of awareness is radio

7. Classification of sample respondents according to monthly

expenses

40% of customer Monthly expenses is Rs 300-400

33% of customer Monthly expenses is Above Rs 500

27% of customer Monthly expenses is Below Rs 200




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8. Classification of sample respondents according to reason for

selection of idea

25% of customer Selection due to offers

21% of customer Selection due to price

17% of customer Selection due to tower

14% of customer Selection due to cards available

12% of customer Selection due to speedy operation

11% of customer Selection due to customer service

9. Customer interest towards idea SIM cards Tariffs:

40% of customer interest towards Lifetime Validity

26% of customer interest towards Uth packs

20% of customer interest towards SMS packs

14% of customer interest towards Non SMS packs

10. Idea card used by customer

43% of Idea Sim card is used by Business persons

30% of Idea Sim card is used by Students

19% of Idea Sim card is used by House Wife

8% of Idea Sim card is used by Middle class families




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11. Customer depending on the network, offers and validity

55% of customer Depend upon Offers

23% of customer Depend upon Validity

22% of customer Depend upon Network

12. SMS pack used by the customers.

60% of the Customer says SMS pack is used by Students 30% of the Customer says SMS pack is used by Business

persons

7% of the Customer says SMS pack is used by Middle class

families

3% of the Customer says SMS pack is used by Housewife

13. Satisfaction level with the service provided by the company

50% of the Customer says ok

36% of the Customer says Satisfied

14% of the Customer says Dissatisfied




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6.2 SUGGESTIONS

Based on the findings of the study and the suggestions providedby the respondents at the time of data collection the following

suggestions are made by the researcher

Attention is needed on tower as idea they can give frequent

tower

It is suggested that for Idea Company give more offer.

It is also suggested that concentrate on advertisement majority of

the respondent aware of the sources is television so they can use

different types of advertising.

It is also suggested that the Idea may sell their product at

reasonable cost. This will induce more customers to purchase.

There should be proper flow of information to Customers




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6.3 CONCLUSION

As per the survey and the outcomes of the analysis I conclude that

majority of them aware about Idea mobile service and facilities and they

are keen to shift from present connection to Idea if they get value added

features. But if they want to shift to any other mobile service they

concentrate more on service and network coverage.

Customers are ready to get other services if it works out cheaper and

with better features when compared to present connection.




87

BIBLIOGRAPHY

Marketing Management – Philip Kotler

Consumer Behavior - Suja.R.Nair

Websites

www.google.com

www.idea.com

www.answer.com

Company broachers

http://www.google.com/

http://www.idea.com/

http://www.idea.com/

http://www.google.com/




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ANNEXURES

QUESTIONNAIRE

Myself introduce to you Mr.DHOOLAPPA.S.K. BBM student of S.B.

College of Business Management, Gulbarga conducting a study on the

existing “CUSTOMER SATISFACTION TOWARDS IDEA

COMMUNICATION” to suggest improvements for supporting your work.

Please spend sometime with us to provide following information.

Name: ____________________________

Address: _______________________________

_______________________________________

Phone: ________________

1) Age group

0-25 25-35 35- & above

2) Gender

Male Female

3) Qualification

Under Graduate Post graduate

Graduate Others

4) Monthly Income

Below 10000 10000-20000

20000-30000 30000 & above

5) Occupation

Businessmen

Professional

Agriculture




6) Source of awareness

Radio

Friends & relatives

7) Monthly recharge voucher purchased by the respondents

200-300 300-400

400-600

8) Would you like shift if any other company gives good services

Yes NO

9) What is the reason selection of Idea cellular

Network Offers

10) Satisfaction level with the service provided by the company

Highly satisfy Satisfy

Average Dissatisfied

11) The services the company should improve

Network Price

Customer service Others

12) You have any problem in using SIM card

No

dhloolappa bbm sb idea comm [report]

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