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CHAPTER-I
Introduction
Objectives of the Study
Scope of the study
Limitations of the Study
Industry profile
Company profile
CHAPTER-II
Review of literature
CHAPTER-III
Research methodology
CHAPTER-IV
Data analysis and interpretation
CHAPTER-V
Findings
Suggestions
Conclusion
Questionnaire
Bibliography
1|Page
CHAPTER-I
Introduction
Objectives of the
study
scope of the
Study
Limitations of
the Study
Industry profile
company profile
2|Page
INTRODUCTION
Marketing
organizational objectives.
can be divided into four sections. Often called the "four Ps'".
BRAND AWARENESS
3|Page
Branding turned into a game of being seen for the sake of
seen for the sake of being seen, without giving consumers reason
live on image only. Eyeballs don't equal sales, and logos don't
create loyalty. Consumers want to know what you arc all about
and why they should trust you enough to purchase your product.
our lives.
company. Over the last few years. People didn't realize how hard
4|Page
branding really is. Koehn says. But its rewards are equal to is-s
difficulty.
PRIMARY OBJECTIVE
SECONDARY OBJECTIVES
customers.
airtel
5|Page
SCOPE OF THE STUDY
The study plays a very important role in market research. It also helps to understand
and identify the human action towards brand.
The information thus gathered by conducting a systematic market research would help to
finding out the brand awareness of the consumers.
This study was mainly focused towards people of Bangalore who belong to different age
group and reside in different localities, in order to find out their preference given to
particular brand.
6|Page
LIMITATIONS OF STUDY
The time given was not sufficient as only one person had to conduct
the survey.
Finding are made within the limited information and views of the
respondents. so a chance of bias information is not totally eliminated
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INDUSTRY PROFILE
MARKETING
were unable to locate some of the items they desired most and
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Four Basic Features of Modern Marketing
Importance of marketing:
whole.
9|Page
What Is a Brand?
marketing.
follows:
those of competitors.
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It can convey up to six levels of meaning:
functional benefit "I won't have to buy another car for several
admires.'
prestige.
quality.
secretary.
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If a company treats a brand only as a name, it misses the
desirable later.
Mercedes must project this in. its brand strategy. Mercedes must
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BRAND AWARENESS
seen for the sake of being seen, without giving consumers reason
live on image only. Eyeballs don't equal sales, and logos don't
create loyalty. Consumers want to know what you arc all about
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and why they should trust you enough to purchase your product.
our lives.
company. Over the last few years. People didn't realize how hard
branding really is. Koehn says. But its rewards are equal to is-s
difficulty.
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year, they found that a lot of the givens about the web that
discover whether you'll reveal that one clear benefit your product
or service ofers that'll make them try it. The problem is this "one
sticking with the products they've trusted for a long time instead
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When the value proposition is missing, Schumann says, risk-
WIRELESS MEDIA
Cellular Telephony:
business/economy,
was then called, soon came to represent the global system for
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Indian government when considering the introduction of cellular
are presently ofering only GSM based mobile services. The new
licenses for the 4'1 cellular licenses that were awarded in July
2001 too, have opted for GSM technology to ofer their mobile
services.
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History of telephony in India: The first telegraph line in India
cellular phone call was made at the princely cost of Rs 16.80 per
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from 45days to 6 months, even after they have stopped buying
from the fact that India's mobile party is in full swing. And that it
and operators -is pulling out all the stops to make sure that the
license has sorted out the key regulatory concerns. Sure there
come down to S25 per subscriber- once again, among the lowest
in the world.
steroids.
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COMPANY PROFILE
AIRTEL
mid day or mid night: Whether it's someone at the other end of
About Airtel
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The Stock Exchange, Mumbai(BSE), and The National Stock
a phone call away from any one on the planet, always. However
handset.
Battery
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Adapter/Charger
instantly connect you to, the AIRTEL network, and put you in
touch with the world. Your SIM card will already have the
which you can access directly from the phone book built into
Getting Connected
Before you say "HELLO" for the first time on your AIRTEL
Saying 'Hello'
phone or the button you use to make a call of the button you use
to end a call.
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the button bearing the instruction "cancel" key(generally in red
98490XXXXX, 98660XXXXX.
Dial the three digit landline number you want. E<;; 108.
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To call a cellular number outside Andhra Pradesh
00449743XXXX.
Dial 00 or -t- then the country code and the cellular number
Eg;0891XXXX.
This 4 digit password helps ensure that not just anyone can
you are given a default password 0000. You can change this
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through the menu setting on your AIRTEL mobile. If the incorrect
one. If your card does not get blocked you can call 24 hour
number from your AIRTEL phone. Our personnel will help you
unblock it.
Be Careful
cut.
field.
Replacements
number will not be changed when you replace the SIM card.
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To prevent misuse of the AIRTEL phone in the case the
or 121 toll free number from any AIRTEL phone. The AIRTEL SIM
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AIRTEL VALUE ADDED SERVICES
Preactivated STD/ISD
STD/ISD call.
Fun till the end! You dont have to bother about a minimum
of India like West Bengal and Bihar, where Airtel is not present,
you get the facility of receiving calls and sending SMS. You can
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also now make and receive calls, send and receive SMS while
roaming on.
International Roaming
trot across the globe, letting you receive incoming calls and send
SMS while roaming in more than 100 countries with 150 plus
networks.
ROAMING :
are, with the Airtel Roaming facility, one can use their Airtel
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So whenever you are always just a local phone call away from
those who need you because you pay for the long distance
And to make life much simple.-:, you will get only one bill that
India or around the world. Airte! brings roaming along with its
roaming partners. With roaming you will have just one phone
Payment Options
Now the Airtel customers can pay their bills easily through
Cash.
Cheque.
Credit Card.
Pay Online.
ATM Networks
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Reference Interconnect Offer
applicable.
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CHAPTER-2
REVIEW OF LITERATURE
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3.1 THEORATICAL PRESPECTIVE
Over the past two and a half decades, there have been a number of studies in
brand awareness literature for the conceptualization of the construct of
consumerbrand relationships.
This interest in this stream of literature initiated because of the fact that the
term relationship as such is interesting and infiltrating (Patterson and O
Malley 2006). Patternson and O Malley (2006) in their critical review of
the brand relationship literature stated five major reasons that contribute to
the consideration of the concept of consumerbrand relationships. First, for
human beings, the concept of relationship is more intuitive and appealing.
Second, the concept of brand relationships emerged out of the supposed
failure of brand image research to predict consumer behavior. Third,
excessive importance given by the researchers to branding loyalty construct
since the last 40 years and the subsequent attempt to capture the exact nature
of brand loyalty. Fourth, brand managers overwhelming consciousness to
protect their assets during the turbulent and competitive environment.
Finally, the crucial factor that contributes the emergences of consumer
brand relationships is the introduction of the brand personality concept and
its subsequent anthropomorphization of brands.
This attempt of personification of brands has now reached its new height
with the introduction of strong and deep-rooted interpersonal characteristics,
such as love (Batra et al. 2012), attachment (Thomson et al. 2005; Park et al.
2012), and the integration of negative and positive aspects of emotional and
nonemotional interpersonal characteristics (Park et al. 2013).
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(1992) has the credit for the original development of consumerbrand
relationship concept (Aaker 1994). In his conceptual paper, the author
argued that brand relationships are the logical extension of brand
personality, which is more or less similar to the relationship between people
(Blackston 2000.
The use of these relationship metaphors helped the researchers to map three
common characteristics across two disciplines, these are: interdependency,
temporality and perceived commitment (De Wulf et al. 2010; Hendrick and
Hendrick2010; Hinde 2011; Oliver 2011). Interdependency explains that
relationship involves a reciprocal exchange between active and
interdependent relationship partners. In branding, context interdependency
is between two active partners such as brand and consumer. Temporality
means that relationship would not happen in an isolated manner, it is
generated through a series of repeated actions. In branding context,
temporality explains that relationships between brand and consumer
happens only through a series of repeated interactions. Perceived
commitment explains that relationship ranges across several dimensions and
takes many forms, but they all provide possible benefits for their
participants and therefore willing to continue a relationship. In branding
context, perceived commitment explains that the relationship between brand
and consumer may take several forms and types and this will ultimately lead
to intention to stay with the brand. This mapping of common characteristics
across disciplines using metaphors helped the researchers in branding to
develop specific relationship constructs such as, brand commitment (BC),
brand love, passion interdependency, and brand attachment (BA). To an
extent, the use of metaphoric transfer also helped the marketing community
to implement the brand relationship elements in brand building.
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Monga (2012) stated that the use of relationship metaphors in consumer
brand context facilitated the understanding of brand loyalty, in-depth
information about consumer needs and wants, and thereby assisted
companies to improve better products and marketing activities. Followed by
the above-mentioned qualities of interdependency, temporality, and
perceived commitment, there were a series of conceptual and empirical
works on the topic of consumerbrand relationships published in different
contexts.
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CHAPTER - 3
RESEARCH METHODOLOGY
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RESEARCH METHODOLOGY
RESEARCH DESIGN
Research design is a blue print or framework which specifies the details of the
procedures necessary for obtaining the information needed to structure or solve research
problems.
DESCRIPTIVE RESEARCH
Descriptive research is also called Statistical Research. The main goal of this type of
research is to describe the data and characteristics about what is being studied. The idea
behind this type of research is to study frequencies, averages, and other statistical
calculations. Although this research is highly accurate, it does not gather the causes
behind a situation.
SAMPLE DESIGN
Sample means, Where only a small unit of population under study are
considered for analysis. For our research work, we have adopted methods. For this
study adopted One Hundred and Eighty five samples were taken under convenient
sampling method.
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DATA COLLECTION
While dealing about the method of data collection to be used for the study, we should
keep in mind two type of data. I.e. primary data and secondary data.
PRIMARY DATA
Primary Data are these which are collected for the first time and they are original in
character. The researcher himself to study a particular problem collects them. In this
primary data has been collected for supportive evidence and analytical study.
SECONDARY DATA
The Secondary Data are those, which are already collected by someone for some
purpose and are available for the present study. In this study secondary data has been
collected for supportive evidence and analytical study
In this project, the researcher has used questionnaire for collecting the primary data. The
questionnaire consists of a number of questions typed in a definite order on a form or set
of forms relating to certain specific aspects regarding which the researcher collects the
data. The types of questions used in the questionnaire for the project are
TYPES OF QUESTIONS
Open-ended questions
Open-ended questions are the type of questions used to get suggestion from the
respondent in order to give feed back to the organization.
Close-ended questions
Close-ended questions are the type of questions with a clear declined set of
alternatives that confine the respondent to choose one of them. It is of two types
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a) Multiple-choice questions
In this type of questions, the respondents are given 4-5 choices in which the
respondents has to select one. For this type of questions, we can apply statistical tools
like Chi-square and weighted average method.
b) Dichotomous questions
In this type of questions, the respondents are given two choices in which the
respondents has to select one. For this type of questions, we can apply statistical tools
like internal estimate method.
c) Ranking
In ranking, questions will have the ranking skill, where the respondents are free
to rank them according to their preference.
SAMPLE SIZE
This refers to the number of items to be selected from the universe to a sample. The
size of the sample may neither be excessively large not too small. An optimum sample is
one that fulfills the requirements of efficiency, representativeness, reliability and
flexibility. The size of the sample for the study is 120.
The Statistical tools are used for analyzing the data are:
PERCENTAGE ANALYSIS
CHI-SQUARE
1) PERCENTAGE ANALYSIS
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preferring a particular thing, etc., in terms of percentage. In this study, the number of
people who responded in a particulars manner is interpreted in the form of percentages.
Each table has been calculated on the basis of percentage.
No of respondents
Percentage = ------------------------------ X 100
Total respondents
The chi-square test a fairly, simple and definitely the most popular of all the other
tools, the chi-square test is most widely used non-parametric tests in statistical work. It
makes no assumption about being sampled. The quantity chi-square describes the
magnitude of discrepancy between theory and observation.
2 = (Oi Ei) 2
i=1 Ei
In one way classifications, data are collected according to one criterion. The null
hypothesis takes the form that is; arithmetic means of the population from which the K
samples are randomly drawn are equal to one another.
WORKING PROCEDURE
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Step 1: H0: There is no significant different between column means as well as between
row means
Between CSS
Columns c-1 M1= CSS/ c-1
Fc =
ESS N-c M2 = ESS/N-c
Residual
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CHAPTER-IV
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Table -1
Classification of respondents of the basis of their age group
Graph - 1
Interpretation
The above table interprets that 50% of the respondents belong to the age group of
20 - 30 years. 25% of the respondents belong to the age group of 30 40 years. 20 % of
the respondents belong to the age group of 40 50 years and the remaining 5 % belong
to the age group 50 and above.
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Table -2
Interpretation
The above table interprets that the male respondents form 67 % and the female
respondents are form 33 %.
Male respondents form the opinion group being comparatively more than the female
respondents.
Graph -2
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Table - 3
Graph - 3
Interpretation
The above table interprets that the working class constitutes 70 % and the non working
class 30 % of the respondents.
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Table - 4
Classification of respondents on the basis of their monthly income
The above data indicates that most of the respondents belong to the middle and upper
income group which play an important role in purchase of AirTel.
Graph - 4
Classification of respondents on the basis of their monthly income
INTERPRATION :
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Table - 5
Graph - 5
Interpretation
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Table - 6
Graph - 6
Classification of respondents on the basis of their awareness towards different mobile
connection
Interpretation
The above table interprets that 34 % of the respondents are aware of the brand AirTel, 18
% of the respondents are aware of the brand BSNL, 23 % of the respondents are aware of
the brand Vodafone, 23 % of the respondents are aware of the brand reliance and 3 % of
the respondents are aware of the brand Spice mobile.
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Table - 7
Classification of respondents on the basis of their usage of other network other than
AirTel
Interpretation
The above table interprets that 51 % of the respondents are using AirTel Network, 15 %
of the respondents are using BSNL Network, 20 % of the respondents are using Hutch,
12 % of the respondents are using Reliance and 2 % of the respondents are using Spice
mobile network.
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Table 8
Classification of respondents on the basis of their influence to purchase through different
media
Sl. No. Media No of Respondents Percentage
1 T V Ads 28 25 %
2 Print Media 31 27 %
3 Radio (FM) 11 08 %
4 Hoardings 15 12 %
5 Word of mouth 35 28 %
Total 120 100
Graph - 8
Classification of respondents on the basis of their influence to purchase through different
media
Interpretation
The above table interprets that 25 % of the respondents are influenced to purchase by TV
Ads, 27 % of the respondents are influenced to purchase by Print Media, 08 % of the
respondents are influenced to purchase by Radio (FM), 12 % of the respondents are
influenced to purchase by Hoardings, 28 % of the respondents are influenced to purchase
by Word of mouth.
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Table - 9
Classification of respondents on the basis of their reference to purchase
Sl. No. Reference No of Respondents Percentage
1 Family 18 15 %
2 Dealers 26 21 %
3 Friends 38 33 %
4 Self 35 29 %
5 Others 03 02 %
Total 120 100
Graph - 9
Classification of respondents on the basis of their reference to purchase
Interpretation:
The above table interprets that 15 % of the respondents are influenced by Family to
purchase, 21 % of the respondents are influenced by Dealers to purchase, 33 % of the
respondents are influenced by Friends to purchase, 29 % of the respondents are
influenced by Self and remaining, 02 % of the respondents are influenced by Others
reference.
Table - 10
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Classification of respondents on the basis of their opinion towards promoting a brand
through different Medias.:
Graph - 10
Interpretation:
The above table interprets that 47 % of the respondents are given opinion to promote
Brand by TV, 21 % of the respondents are given opinion to promote Brand by Radio, 18
% of the respondents are given opinion to promote Brand by Print remaining 14 % of the
respondents are given opinion to promote Brand by Hoardings.
Table - 11
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Sl. No. Opinion No of Respondents Percentage
1 Yes 63 53 %
2 No 57 47 %
Total 120 100
Graph - 11
Classification of respondents on the basis of their opinion towards Brand is important to
make a purchase.
Interpretation:
The above table interprets that 53 % of respondents are given opinion towards Brand is
important to make purchase.
47 % of respondents are given opinion towards Brand is not important to make purchase.
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Table - 12
Classification of respondents on the basis of their opinion towards Brand AirTel is
influenced their purchase.
Graph - 12
Interpretation:
The above table interprets that the 53 % of respondents are given their opinion that
Brand AirTel influence their purchase.
Remaining 47 % of the respondents are not influenced by the Brand AirTel.
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Table - 13
Classification of respondents on the basis of their opinion as they hear the Brand name
AirTel
Interpretation:
The above table interprets that the 25 % of respondents are given their opinion that as
they hear Brand AirTel they like Music, 27 % of respondents are given their opinion that
as they hear Brand AirTel they like Punchline, 13 % of respondents are given their
opinion that as they hear Brand AirTel they like Brand Ambassador and 35 % of
respondents are given their opinion that as they hear Brand AirTel they like Theme of
Advertising.
Table 14
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Classification of respondents on the basis of their preference towards the AirTel
Connection
Sl. No. Reasons No of Respondents Percentage
1 AirTel as a Popular Brand 29 25 %
2 Service 36 32 %
3 Price 17 13 %
4 Offers and schemes 17 13 %
5 Easy to purchase 16 12 %
6 Others 07 05 %
Total 120 100 %
Graph - 14
Classification of respondents on the basis of their preference towards the AirTel
Connection\
Interpretation:
The above table interprets that the when respondents were asked their usage preference
towards AirTel Connection. 25 % of the respondents said, they like the AirTel as a
popular Brand. 32 % of the respondent said they like the service provided by the AirTel.
13 % of the respondents said they were motivated by price, 13 % of respondents said
they like the offers and schemes and 12 % of the respondents said that is easy to
purchase and 5 % of the respondents said they used AirTel connection due to other
reasons.
Table - 15
Classification of respondents on the basis of their opinion towards the Brand
Ambassador to promote a product
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Sl. No. Opinion No of Respondents Percentage
1 Yes 55 45 %
2 No 65 55 %
Total 120 100 %
Graph - 15
Classification of respondents on the basis of their opinion towards the Brand
Ambassador to promote a product.
Interpretation:
The above table interprets that 45 % of the respondent said that Brand Ambassador is
necessary to promote a product. 55 % of the respondent said that Brand Ambassador is
not necessary to promote a product.
Table - 16
Classification of respondents on the basis of their opinion towards the Brand AirTel
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1 Suggestive 42 35 %
2 Appropriate 35 29 %
3 Easy to remember 43 36 %
Total 120 100 %
Graph - 16
Classification of respondents on the basis of their opinion towards the Brand AirTel
Interpretation:
The above table interprets that 35 % of the respondents given importance that AirTel
brand is suggestive. 29 % of the respondents given importance that AirTel brand is
Appropriate and 36 % of the respondents given importance that AirTel brand is Easy to
remember
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Table - 17
Majority of the respondents are given the importance television advertisement plays a
vital role in developing the brand
Graph - 17
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Classification of respondents on the basis of their opinion towards advertisement plays a
vital role in developing the brand.
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TABLE
Chi-Square Tests
Asymp. Sig.
particulars
Value df (2-sided)
Pearson Chi-Square 60.588a 6 .000
Likelihood Ratio 68.048 6 .000
Linear-by-Linear 33.343 1 .000
Association
N of Valid Cases 120
a. 8 cells (66.7%) have expected count less than 5. The
minimum expected count is .25.
INFERENCE:
Since the calculated value is greater than the tabulated value, we accept the
alternate hypothesis and hence there is a relationship between the exporting
marketsand Exportation Of Goods.
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CHAPTER- V
Findings
Suggestions
Conclusion
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FINDINGS
After general survey with the AirTel telecom users it was found.
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The research shows that the majority of the respondents give
importance to brand for any purchase.
The research shows that the majority of the respondents influenced
their purchase by brand AirTel.
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SUGGESTIONS
made are:
areas also.
The AirTel should keep on bringing out new time attractive offers and
schemes to increase brand value.
The AirTel should bring advertisement in print media and audio to
attract more consumers towards brand.
The AirTel should focus more on music, theme of advertising than the
brand ambassador.
The AirTel should make their plans more economical for all classes.
The AirTel should focus on the age group of 50 and above.
The AirTel should chalk out new plans to attract more female users.
The AirTel should make new and lucrative strategies and schemes
separately for students and pensioners to make them brand loyal.
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CONCLUSION
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QUESTIONNAIRE
NAME:
1.Age :
2.Sex :
a)Male b)female
3)Occupation
a)working b)non-working
4)Monthly income :
a)Yes b)No
6.Other than Airtel what is the usage of the network in your connection?
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7.What influence you to use the Airtel connection?
a)Yes b)No
a)Yes b) no
12.Among these what makes your to hear the brand name airtel?
a)Yes b)No
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15.What is your opinion towards the brand airtel?
a)Yes b)No
BIBLIOGRAPHY
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1) MARKETING MANAGEMENT
- by Philip Kotler
2) RESEARCH METHODOLOGY
- by C.R. Kothari
- by G.C Beri
- by Keesan warren J
Web Sites:
http://www.Airtel.co.in
http://www.Baniboovvcb.com
http://www.netmba.com
http://www.coai.com
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