Nagarjuna's Project

Customer Satisfaction towards Idea Communication in Gudibande
GENERAL
INTRODUCTION
Explore some of the ways in which modern telecommunications are

have transformed the world in which we live. They have had a huge impact
on government, business, commerce, transport, culture and relationship-
changes that seems to be accelerating.
As we stand at the beginning of the 21st century, there are four main
trends that are shaping the world of telecommunications, media and
entertainment. Those trends are digitalization, convergence, fragmenting
audiences and the growth of the internet.
Today communication has been modernized, from the telegraphic

communication into pocket sized mobile communications. This
communication plays very crucial role to connect the people from the
different places within seconds at any time, at any place in the world. In this
21st century people are taking any marketing decisions by mobile
communication.
It also helps the company to advertise their products and services

within less time. Reaching more people, with cost. It helps not only in
business; it covers all the other activity, which take place. So no person can
live without communication in the present competitive world.
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Telephone system in India
India’s telephone system, like many other aspects of

telecommunications, is in government sector, under the control of the
ministry of information and broadcasting. The modernization of the
telephone system in India has been under way since 1986 when mahanagar
telephone Nigam, a government corporation was established to operate
system in Bombay and New Delhi and videsh sanchar nigam, also
government owned, was set up as the overseas carrier. Progress was slow,
how ever the rest of the department of telecommunications until 1994 when
basic telephone services were open to private-sector competition.
This work is done basically to understand the Gudibande Customer’s

behavior towards Idea service in the cellular communication network and to
know the factors when compared it with competitors networks. This study
enables us to know the consumer preference, behavior and satisfaction
towards Idea in Gudibande.
Page no. 2
NEED FOR THE STUDY:
Consumer behavior is to do with the activities of individuals in

ebraining and using the goods and services. The victory of any business
until depends (or) rests on the consumers who are willing to pay for the
product / services offered by that company. The firm must be aware of the
market, consumer wants well in advance of production and the consumer
wants must be monitored continuously for the success over competitors.
The study of consumer behavior is must to adjust the 4 P’s (PRODUCT,
PRICE, PLACE and PROMOTIO) of marketing mix in the light of
changing nature of consumer behavior.
OBJECTIVES OF THE STUDY:
• To study the existing market share of the Idea

service in the cellular communication network.
• To know the various influencing factors, this
made them to hold this Idea.
• To know the consumer opinion on the various
features provided by Idea.
• To suggest for the better prospects in the market.
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RESEARCH
DESIGN
This thesis uses market survey approach to collect the information

from the consumers on Mobile / Cell phone. This market survey approach is
emphatically in nature. Market survey can be described as an activity, the
Results of which are useful in increasing the ability of the market in
Decision making.
As market survey helps the management in decision making, it has

gained importance in the marketing field.
METHOD OF DATA COLLECTION:
PRIMARY DATA:
The primary data work collected by personal interviews through a

questionnaire. Because of its simplicity reliability questionnaire method was
choose. Interpretation can also be done correctly, by the questionnaire
method. This is because the method is much helpful in factors such as
obtaining choices helping responding to understand the significance of the
product so that they answer their best ability.
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SECONDARY DATA:
The secondary data were collected through broaches, books, old

reports, magazines, newspapers and other publications.
SAMPLING DSIGN:
 Sample size: 100 consumers of Idea service.
 Sample Unit: Gudibande consumers of Idea service.
Geographical area of study:
Market survey is carried out in Gudibande i.e.,
• Vinayak Nagar
• Bhapuji Nagar
• Shanthi Nagar
• Khaji Pet
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SCOPE OF THE STUDY:
This work enables us to have a clear understanding about the

consumer behavior, towards the various futures services provided by the
Idea in Gudibande.
Due to time and other constraints, the study was limited to Gudibande
only.
The findings and recommendations given in the report may not hold
good for other cities.
There could be biases in the responses, which were avoidable to some

extent. It is seen that these biases won’t affect the recommendations and
findings of the study.
LIMITATIONS:
Page no. 6
• The study is confirmed selected sample areas in

Gudibande. It is known that consumer psychology differs from
place to place. So the report is prepared based on the collected
information in the sample area and it may differ from other places
report.
• The time is limited which is not sufficient to do

survey.
• Some of the consumers are not wiling to give

their views.
• The bias of the respondents.
As market survey helps the management in decision making, it has

gained importance in the marketing field.
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THEORETICAL
BACKGROUND
INTRODUCTION OF MARKETING
Definition of marketing:
A social definition shows role of marketing society. One marketer

said that marketing’s role is to “Deliver a higher standard of living”. Here is
a social definition serves our purpose: Marketing is a social process by
which individuals and groups obtain what they need and that through
creating, offering and freely exchanging products and services of value with
other. A managerial definition says that, marketing has often been described
as: The art of selling products;, but the people are surprised when they that
the most important part of the marketing is to selling! Selling is the only tip
of marketing iceberg. According to peter ducker a leading management
theorist puts in this way:
There will always one can assume, be need for some selling. But the
aim of marketing is to make selling superfluous. The aim of marketing is to
know and understands the customer so well that the product or service fits
him and sell itself. Ideally, marketing should result in a customer who is
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ready to buy. All that should be needed then is to make the product or
service available.
When Sony designed its walkman, when Nintendo designed a

superior video game, When Toyota introduced its Lexus automobile; these
manufactures were swapped with orders because they had designed the
“right” product based on careful marketing homework.
MARKETING STRATEGY OR MARKETING MIX
Meaning:
The marketing mix is the set of marketing tools is the firm uses to
pursue its marketing objectives in the target market.
A successful marketing strategy must have marketing mix as well as

large market for which the marketing mix prepared, Combination of a
number of devices or types of marketing activities that the co-ordinates into
a single marketing program to reach particular target.
The combination of these marketing methods or devices is known as

marketing mix.
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Mc carthy classified these groups into four broad groups that he

called for p’s marketing mixes are:
1. product
2. price
3. promotion
4. place
• Product :
A tangible object or an intangible service that is mass produced

or manufactured on a large scale with a specific volume of units.
Intangible products are service based like the tourism industry & the
hotel industry or codes-based products like cell phone load and
credits. Typical examples of a mass produced tangible object are the
motor car and the disposable razor. A less obvious but ubiquitous
mass produced service is a computer operating system. Packaging
also needs to be taken into consideration.
• Price :
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The price is the amount a customer pays for the product. It is

determined by a number of factors including market share,
competition, material costs, product identity and the customer's
perceived value of the product. The business may increase or

decrease the price of product if other stores have the same product.
• Place :
Place represents the location where a product can be purchased.

It is often referred to as the distribution channel. It can include any
physical store as well as virtual stores on the Internet.
• Promotion:
It represents all of the communications that a marketer may use

in the marketplace. Promotion has four distinct elements: advertising,
public relations, word of mouth and point of sale. A certain amount of
crossover occurs when promotion uses the four principal elements
together, which is common in film promotion. Advertising covers any
communication that is paid for, from cinema commercials, radio and
Internet adverts through print media and billboards. Public relations
are where the communication is not directly paid for and includes
press releases, sponsorship deals, exhibitions, conferences, seminars
or trade fairs and events. Word of mouth is any apparently informal
communication about the product by ordinary individuals, satisfied
customers or people specifically engaged to create word of mouth
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momentum. Sales staff often plays an important role in word of

mouth and Public Relations (see Product above).
Broadly defined, optimizing the marketing mix is the primary

responsibility of marketing. By offering the product with the right
combination of the four Ps marketers can improve their results and
marketing effectiveness. Making small changes in the marketing mix is
typically considered to be a tactical change. Parm Bains says making large
changes in any of the four Ps can be considered strategic. For example, a
large change in the price, say from $19.00 to $39.00 would be considered a
strategic change in the position of the product. However a change of $130 to
$129.99 would be considered a tactical change, potentially related to a
promotional offer.
The term 'marketing mix' however, does not imply that the 4P
elements represent options. They are not trade-offs but are fundamental
marketing issues that always need to be addressed. They are the
fundamental actions that marketing requires whether determined explicitly
or by default.
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A figure showing marketing mix
Product Variety, Price

Quality Designer, List Price
Quality Feauters, Discounts
Brand Name, Allowances,
Packaging sizes, Payment, Period,
Services Credit period
Warranties,
Returns
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Target
Customer
Intended
Positioning
Place:
Promotion: Channels, Coverage
Advertising, Personal Assortments,
Selling, Sales, Locations, Inventory,
Promotion, Public Transportation,
relation Logistics
Customer satisfaction
Whether the buyer is satisfied after purchaser depends on the offer’s

performance in relation to the buyer’s expectations. In general, satisfaction
is a person’s feeling of pleasure of disappointment resulting relation to his
or her expectations, if the performance falls short of expectations, the
customers dissatisfied. If the performance matches the expectations, the
customer is satisfied. If the performance exceeds expectations, the customer
is highly satisfied or delighted.
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The link between customer satisfaction and customer loyalty is not

proportional. Suppose customer satisfaction is rated on a scale from one to
five. At a very low level of customer satisfaction (level one), customers are
likely to abandon the company and even bad-mouth it. At levels two to four,
customers are fairly satisfied but still find it easy to switch when a better
offers comes along. At level five, the customer is very likely to repurchase
and repurchase and even spread good work of mouth about the company.
High satisfaction or delight creates an ambitioned bond with the brand or
company, not just a rational preference.
A formal approach to this customer-

focused marketing mix is known as Four
Cs (Commodity, Cost, Channel,
Communication).
Koichi Shimizu proposed a four Cs

classification in 1973.
The four elements are:
1. Commodity:
The product for the consumers or citizens. Not product out.
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2. Cost :
Producing cost, selling cost, purchasing cost and social cost.
3. Channel:
Flow of commodity: marketing channels.
4. Communication :
Marketing communication: It doesn't promote the sales.
The Four Cs can be compared to the Four Ps. This system is basically
the four Ps renamed and reworded to provide a customer focus. The four Cs
Model provides a demand/customer centric version alternative to the well-
known four Ps supply side model (product, price, place, promotion) of
marketing management. This is a part of 7Cs Compass Model.
Robert F. Lauterborn proposed a four Cs classification in 1993. The

Four Cs model is more consumer-oriented and attempts to better fit the
movement from mass marketing to niche marketing. The Product part of the
Four Ps model is replaced by Consumer or Consumer Models, shifting the
focus to satisfying the consumer needs. Another C replacement for Product
is Capable. By defining offerings as individual capabilities that when
combined and focused to a specific industry, creates a custom solution
rather than pigeon-holing a customer into a product. Pricing is replaced by
Cost reflecting the total cost of ownership. Many factors affect Cost,
including but not limited to the customer's cost to change or implement the
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new product or service and the customer's cost for not selecting a
competitor's product or service. Placement is replaced by Convenience.
With the rise of internet and hybrid models of purchasing, Place is
becoming less relevant. Convenience takes into account the ease of buying
the product, finding the product, finding information about the product, and
several other factors. Finally, the Promotions feature is replaced by
Communication which represents a broader focus than simply Promotions.
Communications can include advertising, public relations, personal selling,
viral advertising, and any form of communication between the firm and the
consumer.
The Four Cs model has been criticized for simply being nothing more than
the Four Ps with different points of emphasis. In particular, the Four Cs
inclusion of customers in the marketing mix is criticized, since customers
are a target of marketing, while the other elements of the marketing mix are
tactics. The Four Cs also excludes numerous strategies for product
development, distribution, and pricing, while assuming that consumers want
two-way communications with companies.
Characteristics affecting consumer behavior
Culture
` The set of basic values, perceptions, wants, and behavior learned by a

member of society from family and other important institution.
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Subculture
A group of people with shared value systems based on common life

experiences and situation.
Social classes
Relatively permanent and ordered divisions in the society whose

members share similar values, interest and behaviors.
Reference group
Two or more people who interact to accomplish individual or mutual goals.
Family buying decision:
Depending on the production and situation, individual family

members exert different amount of influence.
Role of status:
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A person belongs to many groups-families, clubs, organization. The

person position in each group can be defined in terms of both role and
status.
Age and life cycle stage:
People change the goods and services they buy over their life times.
Occupation:
A person’s occupation affects the goods and services bought.
Economics situation:
A person’s economic situation will affect product choice.
Life style:
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People coming from the same subculture, social class, and occupation
may here quite different lifestyle. Life style is the person’s pattern of living
as expressed in his or her psycho graphics.
Personality and self-concepts:
A person’s distinguishing psychological character istics that lead to

relatively consistent and lasting responses to his or her own environmental.
Motivation:
Motivator’s researchers collect in depth information from small

samples of consumers to uncover the deeper motives for their product
choice.
Perception:
The process by which people select, organize, interpret information to

form a meaningful picture of the world.
Page no. 20
Learning:
Changes in individual behavior arising from experience.
Belief:
A descriptive thought that a person holds about something.
COMPANY
PROFILE
INTRODUCTION:
We were incorporated as Birla Communications Limited on March

14, 1995 and granted a certificate of commencement of business on August
Page no. 21
11, 1995. Our registered office was in Mumbai, Maharashtra. Our name was
changed to Birla AT&T Communications Limited on May 30, 1996
following the execution of a joint venture agreement dated December 5,
1995 between AT&T Corporation and Grasim Industries Limited pursuant
to which the Aditya Birla Group held 51% of our Equity Share capital and
AWS Group held 49% of our Equity Share capital. Our registered office
was transferred from Industry House, 1st Floor, 159 Church Gate
Reclamation, Mumbai 400 020, Maharashtra to Suman Tower, Plot No. 18,
Sector 11, Gandhinagar 382011 Gujarat on October 22, 1996. With effect
from January 1, 2001 following our merger with Tata Cellular Limited the
joint venture agreement between AT&T Corporation and Grasim Industries
Limited dated December 5, 1995 was replaced by a shareholders agreement
dated December 15, 2000 entered into between Grasim Industries Limited
on behalf of the Aditya Birla Group, Tata Industries Limited on behalf of
the Tata Group and AT&T Wireless Services Inc. on behalf of the AWS
Group following which our name was changed to Birla Tata AT&T Limited
on November 6, 2001. Consequent to the introduction of the “Idea” brand,
our name was changed to Idea Cellular Limited on May 1, 2002. The AWS
Group exited from the Company on September 28, 2005 by selling
371,780,740 Equity Shares of the Company, which constituted 50% of the

holding of AT&T Cellular Private Limited in our equity share capital, to
ABNL and by transferring the remaining 371,780,750 Equity Shares to Tata
Industries Limited. The Tata Group ceased to be a shareholder of the
Company on June 20, 2006 when Tata Industries Limited and Apex
Investments (Mauritius) Holding Private Limited (formerly known as
AT&T Cellular Private Limited) sold all their shares in the Company to the
Aditya Birla Group.
Page no. 22
On October 26, 2006, P5 Asia Investments (Mauritius) Limited

(“P5 Asia”) acquired 14.60% of our Equity Share capital. Under a
Governance and Exit Rights Agreement dated October 23, 2006 between
P5 Asia, ABNL and Birla TMT, so long as an initial public offering has not
occurred and P5 Asia holds no less than 10% of our Equity Shares, ABNL
and Birla TMT are required to procure that:
(a) Our Company and its Subsidiaries shall not take or pursue any of the
following actions without P5 Asia’s prior consent (such consent to be
obtained in a board and/or shareholders resolution) including in respect of:
(i) Any merger with, acquisition of, or amalgamation or

consolidation with another company or business.
(ii) Assuming or permitting to exist any borrowings or

indebtedness in the nature of borrowings if the amount of all
such borrowings of our Company and its Subsidiaries would
exceed Rs. 6,800 million.
(iii) Entering into a new line of business.
(iv) Increasing our authorized or issued share capital or,
(v) Entering into a joint venture and
(b) Our Company makes available to P5 Asia certain financial information

relating to our Company and its Subsidiaries such as monthly management
Page no. 23
accounts, quarterly unconsolidated balance sheet and profit and loss account
and the annual audited consolidated balance sheets and profit and loss
accounts. P5 Asia also has a right to appoint one director to our Board so
long as it holds at least 10% of our total issued and outstanding Equity
Shares. Mr. Biswajit Subramanian has been appointed to our Board by P5
Asia pursuant to the exercise of the above right. In addition, any IPO of our
Equity Shares requires P5 Asia’s written consent, and, further, in any such
IPO, P5 Asia has the right to offer for sale such number of Equity Shares
representing up to 10% of the total Equity Shares which are held by it. By
its letters dated December 2, 2006 to ABNL and Birla TMT, P5 Asia has
given its written consent for the Issue and
has confirmed that it does not intend to offer for sale any of the Equity
Shares held by it in such Issue.
We, either directly or through our Subsidiaries, provide mobile

services in the Andhra Pradesh, Delhi, Gujarat, Haryana, Kerala, Madhiya
Pradesh, Maharashtra and Uttar Pradesh (West) Circles, and have recently
launched services and as such are in the process of fully rolling-out our
network in the Uttar Pradesh (East), Rajasthan and Himachal Pradesh

Circles pursuant to licenses issued by the DoT.
MAJOR EVENTS:
The chronology of key events of the Company from incorporation is
set out below:
1995:
Page no. 24
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.
1996:
Changed name to Birla AT&T Communications Limited following joint
venture between Grasim Industries and AT&T Corporation.
1997:
Commenced operations in the Gujarat and Maharashtra Circles.
1999:
Migrated to revenues share license fee regime under New
Telecommunications Policy (“NTP”).
2000:
Merged with Tata Cellular Limited, thereby acquiring original license for
the Andhra Pradesh Circle.
2001:
Acquired RPG Cellular Limited and consequently the license for the
Madhya Pradesh (including Chattisgarh) Circle. Changed name to Birla
Tata AT&T Limited.
2001:
Obtained license for providing GSM-based services in the Delhi Circle
following the fourth operator GSM license bidding process
2002:
Changed name to Idea Cellular Limited and launched “Idea” brand name
* Commenced commercial operations in Delhi Circle
Page no. 25
* Reached the one million subscriber mark

2003:
Reached the two million subscriber mark
2004:
Completed debt restructuring for the then existing 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:
Reached the five million subscriber mark, turned profit positive won an
award for the “Bill Flash” service at the GSM Association Awards in
Barcelona, Spain Sponsored the International Indian Film Academy
Awards.
2006:
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
Page no. 26
• Launch of the New Circles
• Reached the 10 million subscriber mark
• Received Letter of Intent 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 the consideration
of Rs. 100 million.
Main Competitors
Rank Company Total Market Shares

Subscribers
Page no. 27
01 Bharati Airtel 116013951 31.63%

02 Vodafone Essar 88607607 24.16%
03 Idea 55905178 15.24%

04 BSNL 55186967 15.05%
05 Aircel 29354370 8.00%
06 Reliance 14607614 3.98%
Telecom
07 MTNL 4508251 1.23%
08 Loop Mobile 2595454 0.71%
366779392 100%
Location Details - Idea Cellular
Location Type Address

Registered Suman Tower Plot No. 18
Office Gandhinagar - 382011
Gujarat - India
Phone : 66714000
Fax : 23232251
Email : shs@ideacellular.com
Page no. 28
Internet : N.A.
Corporate 11/1, Sharada Center Off Karve Road
Office Pune - 411004
Maharashtra - India
Phone : M - 9850003222,
Fax : 9850003999
Email : shs@ideacellular.com
Internet : N.A.
Registered Suman Tower, Plot No. 18, Sector-11
Office Gandhinagar - 382011
Gujarat - India
Phone : 66714000
Fax : 23232251
Email : pankaj.kapdeo@idea.adityabirla.com
Internet : N.A.
Corporate Windsor, 5th Floor, Off CST Road, Near Vidya Nagari, Kalina,
Office Santacruz (East)
Mumbai - 400098
Maharashtra - India
Phone : 66820000
Fax : 66820499
Email : shs@idea.adityabirla.com
Internet : N.A.
Corporate Windsor, 5th Floor, Off CST Road, Near Vidya Nagari, Kalina,
Office Santacruz (East)
Mumbai - 400098
Maharashtra - India
Phone : 66820000
Fax : 66820499
Email : shs@idea.adityabirla.com
Internet : N.A.
Company Facts - Idea Cellular
Registered Address
Page no. 29
Suman Tower,
Plot No. 18, Sector-11
Gandhinagar
Gujarat
382011
Tel: 02712-66714000
Fax: 02712-23232251
Email: pankaj.kapdeo@idea.adityabirla.com
Website: http://www.ideacellular.com
Group: Birlas (Aditya Vikram) Group
Explore Idea Cellular connections Registrars
Bigshare Services Pvt. Ltd E/2, Ansa Industrial Estate
Saki Vihar Road, Saki Naka

Andheri (E)
Tel: 28523474, 28560652,28560653
Fax: 28525207
Email: bigshare@bom7.vsnl.net.in
Page no. 30
Page no. 31
Management - Idea Cellular
Name Designation
Kumar Mangalam Birla Chairman / Chair Person
Rakesh Jain Non Executive Director
Biswajit Anna Subramanian Non Executive Director
Gian Prakash Gupta Independent Director
Tarjani Vakil Independent Director
P Murari Independent Director
Non Exe. & Nominee

Juan Villalonga Navarro
Director
Name Designation
Rajashree Birla Non Executive Director
Shridhir Sariputta Hansa Alternate Director

Wijayasuriya
Arun Thiagarajan Independent Director
Mohan Gyani Independent Director
R C Bhargava Independent Director
Sanjeev Aga Managing Director
Page no. 32
Idea plans
Idea Cellular Limited (Idea) today announced that it will be acquiring

the Spice Group stake of 40.8 per cent in Spice Communications
Limited (Spice) at a price of Rs. 77.30 per share. It will also make a
payment of approximately Rs. 5,440 million to the Spice Group as
non-compete fee. Idea and Telecom Malaysia International (TMI)
along with their affiliates and associates (as persons acting in concert),
will make an Open Offer for an additional 20 per cent stake in Spice.
The Open Offer will be made at a price of Rs. 77.30 per share.
The boards of Idea and Spice have also approved the merger of Spice
into Idea through a Scheme of Arrangement under Section 391 to
Section 394 of the Companies Act, subject to finalization of the
Scheme of Arrangement, the approvals of the respective shareholders,
creditors and the respective High Courts of Gujarat and New Delhi,
and TMI intends to support this merger. The swap ratio has been
determined by M/s. SSPA & Co. and M/s Khimji Kunvarji & Co. at 49
shares of Idea for every 100 shares of Spice.
Idea will make a preferential allotment to TMI of 464.73 million equity

shares at a price of Rs. 156.96 per Idea share representing 14.99 per
cent of Idea's equity capital post allotment.
The primary benefits of this transaction are:
• Idea gains entry in the contiguous wireless markets of Punjab and

Karnataka, which account for 11 per cent of India's total wireless
subscribers
Page no. 33
• Spice, a pioneering operator, delivers a strong running start in Punjab

and Karnataka
o 4.4 million subscribers as of 30 April 2008, equivalent to a
15.1 per cent market share in the two service areas
o No. 2 wireless operator in Punjab with a 22.3 per cent market
share
• Idea to consolidate its position with its all-India subscriber market
share increasing from 9.5 per cent to 11.1 per cent. Importantly, Idea
would be No.1 in three service areas, in the top three in five more
service areas, and with a rapidly improving share in all its other
operating service areas
• Idea's operations in the 900 MHz GSM spectrum band will increase
from the current seven service areas to nine service areas, driving scale
economies and operational synergies resulting in lower operating and
capital expenditure
TMI, an emerging leader in Asian telecommunications with over 44

million subscribers and a presence in 10 countries, will grow its
presence in the Indian telecom sector and become a substantial
shareholder in Idea.
The primary benefits of TMI's investment into Idea are:
• Idea is currently rolling out operations in Mumbai, Bihar, Orissa, and

Tamilnadu (including Chennai) service areas, and will also roll out in
the remaining service areas of Kolkata, West Bengal, Assam, North
East and Jammu and Kashmir, after receipt of spectrum. This
investment will support Idea's aggressive growth plans.
• Idea and TMI will develop areas for business co-operation to leverage
TMI's strong presence in 10 principal Asian markets, including
Page no. 34
neighboring countries like Sri Lanka and Bangladesh where TMI is a

market-leader. TMI's experience of operating 3G in similar markets
will be of value to Idea, as also the convergent interests of the two
companies in areas extending from international traffic to roaming, to
mobile value added services etc. Idea and TMI would sign a Business
Co-operation Agreement to this effect.
Mr. Kumar Mangalam Birla, Chairman, Idea Cellular Limited said, "This
announcement marks a major step in the Aditya Birla Group 's telecom
business. Idea has performed strongly, but I believe its best lies ahead. Idea
will benefit operationally by leveraging synergies with TMI which will be a
significant shareholder in our company. Further, I look forward to
welcoming colleagues from Spice into the Idea family, and indeed the over
100,000 strong Aditya Birla Group. Together we aim to grow a top class
organisation in the service of our subscribers."
Mr. Sanjeev Aga, managing director, Idea Cellular Limited said, "The
strategic import of this move travels beyond Punjab and Karnataka. By the
end of the year the Idea yellow will increasingly colour the Indian
landscape."
DSP Merrill Lynch acted as the financial advisor to Idea while Bharucha &
Partners acted as legal advisors. Lazard was the financial advisor while
Norton Rose and Crawford Bayley acted as legal advisors to TMI.
About Idea Cellular

A leading GSM mobile services operator, Idea Cellular has licenses to
operate in all 22 service areas of India with commercial operations in 11
service areas. With a customer base of over 26 million, Idea Cellular runs
operations in Delhi, Himachal Pradesh, Rajasthan, Haryana, Uttar Pradesh
Page no. 35
(East), Uttar Pradesh (West) & Uttaranchal, Madhya Pradesh & Chattisgarh,
Gujarat, Maharashtra & Goa, Andhra Pradesh, and Kerala, holds spectrum
for Mumbai, Bihar, Orissa, Tamil Nadu (including Chennai), and
Karnataka, and licenses for the remaining six service areas.
With the planned launch of services in Mumbai, Bihar and Jharkhand in Q3,
and Orissa and Tamil Nadu (including Chennai) towards the end of the
calendar year, Idea's footprint will soon cover approximately 90 per cent of
India's telephony potential. Idea is listed on the National Stock Exchange
(NSE) and the Bombay Stock Exchange (BSE) in India.
Idea Cellular is a part of the US $ 28 billion Aditya Birla Group, India's first
truly multinational corporation. The Group has a market cap in excess of US
$ 31.5 billion, operates in 20 countries, and is anchored by 100,000
employees belonging to 25 nationalities. More information on the company
is available at: www.ideacellular.com and on the Group at:
www.adityabirla.com
About Spice Communications Limited

Spice was incorporated as Modicom Network Private Limited on 28 March
1995 as a private limited company. Spice subsequently became a deemed
public company under Section 43(1A) of the Companies Act, 1956 of India
with effect from 1 April 1999 and its name was changed to Modicom
Network Limited. Spice assumed its present name via a fresh Certificate of
Incorporation dated 3 December 1999. With the addition of the word Private
in Spice's name under Section 43(2A) of the Companies Amendment Act,
2000 of India, Spice's name was changed to Spice Communications Private
Limited with effect from 28 October 2003. On 28 December 2006, Spice
was converted into a public limited company and assumed its present name.
Page no. 36
Spice currently offers mobile telecommunication services in the Punjab and

Karnataka states of India. As of 30 April 2008, Spice had 4.4 million
subscribers representing a 1.7 per cent market share in India, and was the
second and fifth largest mobile telecommunication service provider within
the Punjab and Karnataka circles, respectively.
Spice was listed on the Bombay Stock Exchange Limited on 19 July 2007,
and on the National Stock Exchange of India Limited on 16 June 2008.
About TM International
TM International is an emerging leader in Asian telecommunications with
significant presence in Malaysia, Indonesia, Sri Lanka, Bangladesh and
Cambodia. In addition, the Malaysian-grown holding company has strategic
mobile and non-mobile telecommunications operations and investments in
India, Singapore, Iran, Pakistan and Thailand.
The group's mobile subsidiaries and associates operate under the brand
name Celcom in Malaysia, XL in Indonesia, Dialog in Sri Lanka, AKTEL
in Bangladesh, HELLO in Cambodia, Spice in India, M1 in Singapore, and
MTCE in Iran (Esfahan).
Listed on Bursa Malaysia, TM is among the top 10 biggest public listed

companies in Malaysia by market capitalisation, and the first listed pan-
Asian pure cellular service provider in the region.
The group, including subsidiaries and associates, has over 44 million mobile
subscribers in Asia, putting it among the largest mobile telecommunication
providers in the region by turnover. The group has approximately 13,000
people under employment in 10 countries.
For more information on TMI visit: www.tmigroup.com
Page no. 37
Important information
All company data relating to Spice Communications Limited is based on
Spice Communications Limited information. Market data is based on
information from the Cellular Operator Association of India (COAI) and the
Association of Unified Telecom Service Providers of India (AUSPI).
Cautionary statement regarding forward-looking statements

This press release contains certain forward-looking statements with
respect to our expectations and plans, strategy, management's
objectives, future performance, costs, revenues, earnings and other
trend information, including statements relating to expected benefits
associated with the transactions contemplated herein, plans with
respect to these transactions, and expectations with respect to long-
term shareholder value growth and the actions of credit rating agencies.
Forward- ooking statements are sometimes, but not always, identified
by their use of a date in the future or such words as anticipates", aims",
due", could", may", should", will", expects", believes", intends",
plans", targets", goal" or estimates". By their nature, forward-looking
statements are inherently predictive, speculative and involve risk and
uncertainty because they relate to events and depend on circumstances
that will occur in the future.
Page no. 38
Customer Care centers
Andhra Pradesh Circle

Idea Cellular Limited,
3rd Floor, K.L.K. Estate,
Fateh Maidan Road,
Basheer Bagh, Hyderabad
Ph: 9848012345
Fax: 040-66562222
Email: ccare.ap@idea.adityabirla.com
Assam Circle
Idea Cellular Ltd,
F Fort, 5th Floor,
Kachari Basti, Ulubari,
GS Road, Guwahati,
Assam
Ph: 9085012345
Fax : 0361-2465436
Email :ccare.assam@idea.adityabirla.com
Page no. 39
Bihar Circle
Aditya Birla Telecom Ltd.
( A 100% subsidiary of Idea Cellular Ltd.)
1st Floor
(Above ICICI Bank)
Sumitra Sadan,
Boring Road crossing
Patna- 800 001
Tel : +91-9708012345
Fax : 0612 2540352
Email :ccare.bj@idea.adityabirla.com
Delhi Circle
Idea Cellular Limited
A-68,
Sector-64
Noida-201301
U.P.
Ph: 9891012345
Fax: 9891905777
Email: ccare.dl@idea.adityabirla.com
Page no. 40
Gujarat Circle
4th Floor, Suman Tower
Plot no 18,Sector 11
Gandhinagar
Gujarat - 382011
Ph: 9824012345
Fax: 079 23232240
Email: 9824012345@idea.adityabirla.com
Haryana Circle
A-68,
Sec.-64,
Noida - 201301
U.P.
Ph: 9812012345 (Call charges 50p for 3 minutes) For Complaint Please call
@ 198(Tollfree)
Fax - 91-9990559908
Email: ccare.har@idea.adityabirla.com
Himachal Pradesh Circle

Page no. 41
Keonthal Complex,
Khalini, Shimla,
H.P. -171002
Customer Care - 9882012345
Fax - 0177 - 2620235
Postpaid 9882012345
Prepaid 9882012345
Email: ccare.hp@idea.adityabirla.com
Jammu & Kashmir Circle

3rd Floor,
Sunny Square,
Gangyal,
Jammu - 180010
Tel - 9086012345(Postpaid)
9086012345(Prepaid)
Email :ccare.jk@idea.adityabirla.com
Karnataka Circle
# 75, Civil Station,
Page no. 42
Richmond Road,
Bangalore 560025
Ph : 9844012345
Fax : 080 22098441
Email :ccare.kar@idea.adityabirla.com
Kerala Circle
2nd Floor, Mercy Estate,
Ravipuram. Cochin, Kerala - 682015
Ph.: 98470 12345 (Postpaid)
98471 12345 (Prepaid)
Fax: 0484-2382121
Email: ccare.kerala@idea.adityabirla.com
Kolkata
Srijan Tech Park,
7th floor, DN-52,
Sec -5, Salt Lake,
Kolkata-700091,
Phone no. 09088012345,
Fax no. 9088118995,
Email: ccare.kolk@idea.adityabirla.com
Madhya Pradesh & Chattisgarh Circle

139, 140 Electronic Complex,
Page no. 43
Pardesipura,
Indore, MP- 452010
Ph: 9826012345
Fax: 0731 2551304
Email: ccare.mp@idea.adityabirla.com
Maharashtra & Goa Circle

Sharda Centre
11/1 Erandwane
Off Karve Road
Pune - 411004.
Tel : +91-98-220-12345
Fax : +91-98-500-03298 / 3299
Email : ccare.mh@idea.adityabirla.com
Mumbai Circle
3rd floor, Windsor,off CST Road Kalina,
Santacruz East
Mumbai-400098.
Tel : +91-9702012345
Fax : +91- 9702013111
Email :care.mumbai@idea.adityabirla.com
NESAs Circle
Above Chevrolet Showroom
2nd Floor, BMS Tower
Nongthymmai, Lumsohphoh
Near Fire Brigade, Jowai Road
Page no. 44
Shillong: 14, India

Ph: 9089012345
Fax : 0364-2520221
Email :ccare.ne@idea.adityabirla.com
Orissa Circle
Plot no 437, Ground Floor
Patia, Chandrasekharpur.
Bhubaneswar 751024, Orissa.
Tel (Board): 0674 2725920, Fax: 0674 2725987
Email ID : ccare.or@idea.adityabirla.com
Punjab Circle
C 105, Industrial Area, Phase VII
Mohali 160055, Punjab.
Phone: 98140 98140
Fax: 98140 12346
Email :ccare.pun@idea.adityabirla.com
Rajasthan Circle
Idea Cellular Ltd.
1-2, Jai Jawan Colony,
Tonk Road, Jaipur
Rajasthan - 302018
Customer Care - 9887012345
Page no. 45
Fax No. - 0141 - 2724409

Email: ccare.raj@idea.adityabirla.com
Tamilnadu
Idea Cellular Ltd.
PSA Fort, Plot Number A1, A2&B
Nehru Nagar Ist Main Road,
Off Old Mahabalipuram Road, Perungudi,
Chennai - 600096
Ph - 9092053500
Email: ccare.tn@idea.adityabirla.com
UP (East) Circle
Idea Cellular Ltd.
10 Fortuna Towers
Rana Pratap Marg
Opp NBRI
Lucknow 226001
Customer Care : 9889012345
Fax : +91-522-4067731
Email: ccare.upe@idea.adityabirla.com
UP (West) Circle
A-68, Sector-64,
NOIDA - 201301,
Phone: +9837012345,
Fax: +919917575888,
E-Mail: ccare.upw@idea.adityabirla.com
Page no. 46
West Bengal
Srijan Tech Park,
7th floor, DN-52,
Sec -5, Salt Lake,
Kolkata-700091,
Phone No.09093012345,
Fax No. 9093118995,
E-Mail: ccare.wb@idea.adityabirla.com
ANALYSIS and
INTERPRETATION
DATA ANALYSIS AND INTERPRETATION
The present study on the topic “CUSTOMER SATISFACTION
TOWARDS IDEA COMMUNICATION” is confined to the selected areas
in Gudibande.
Page no. 47
A population of 50 respondents was identified on the basics of list of

Idea service consumers provided by the Idea outlets and remaining
respondents were identified from the source of my friends and neighbors.
These respondents consist of business people, professionals, student’s
house wives and others.
DATA ANALYSIS:
Quantitative analysis:
The data is collected through questionnaire with regard to perception

of respondent toward responses were analyzed quantitatively by tabulating
the responses for each factor with the help of finding the mean and its
percentage.
Qualitative Analysis:
The data collected checked for its relevance whenever and where
necessary in order to maintain the perfection with the results being
presented. The data collected through questionnaire regarding the purpose
of approval and positive and negative aspects of existing system were
analyzed quantitatively and inferences were summarized.
I have conducted a general survey on “CUSTOMER SATISFACTION

TOWARDS IDEA COMMUNICATIONS IN GUDIBANDE”, By taking
the sample of 50 Idea users.
1. Table showing the age group of different

respondents
Page no. 48
Age Respondents Percentage
Below 20 years 10 20%
20-30 years 20 40%
30-40 years 15 30%
Above 40 years 05 10%
Total 50 100
Analysis:
 The 40% of respondents belong to the age group of 20 – 30
 30% of respondents are between 30 - 40
 20% of respondent are below 20 years
 10% of the respondents are above 40 years.
Page no. 49
Graph: 1
Graph showing age group of respondents
20
18
16
14
12
10
8
6
4
2
0
below 20-30 yrs 30-40 yrs above 40
20yrs yrs
Inference:
From the above analysis, it can be said that the youngsters are more
attracted towards Idea in Gudibande.
Page no. 50
2. Table showing the qualification of different respondents
Particulars Respondents
Below SSLC 00
SSLC 02
PUC 18
Graduation 16
Post Graduation 12
Illiterates 02
Total 50
Analysis:
36% of respondents belong to the PUC level

32% of respondents belong to the Graduation level
24% of respondents belong to the Post Graduation level
4% of respondents belong to SSLC level
4% of respondents belong to Illiterates.
Page no. 51
Graph: 2
Graphs showing the qualification of different respondents
18
16
14
12
10
8
6
4
2
0 be low SSLC SS LC PUC Gra dua tion P ost Illite ra te s
Gra dua tion
Inference:
From the above analysis it can be said that the people who have
finished their PUC are more attracted towards Idea.
Page no. 52
Graph: 3
Table showing the Occupation of different respondents
Occupation Respondents
Student 14
Employee 17
Business men 04
Profession 03
House wife 07
Others 05
Total 50
Analysis:
34% of the respondents are employees

28 % of the respondents are students
14 % of the respondents are house wives
10 % of the respondents are others
8 % of the respondents are business men
6 % of the respondents are Professions
Page no. 53
Graph: 3
Graph showing the occupation of different respondents
18
16
14
12
10
8
6
4
2
0
S tu d e n t Em p lo ye e B u sin e ss m e n P ro fe ssio n H o u se w ive o th e rs
Inference:
It can be said that Idea network is attracted towards employees
segment to a greater extent.
Page no. 54
4. Table showing the customer opinion towards their needs.
Needs Respondents
Necessity 32
Prestige 04
Style 02
Others 12
Total 50
Analysis:
64 % of the respondents are using for their necessity
24 % of the respondents are using for other purpose
08 % of the respondents are using for their prestige
04 % of the respondents are using for their style
Page no. 55
Graph: 4
Graph showing the customer opinion towards their need.
35
30
25
20
15
10
0
Necessity Prestige Style Others
Inference:
From the above table we can see that majority of the respondents are
using mobile for necessity.
Page no. 56
5. Table showing sources that influenced the respondents to know about

the brand.
Means of information Respondents

Advertisement 30
Press media 0
Television 14
Radio 0
Family/friends 2
Neighbors 4
Total 50
Analysis:
60% of the respondents are influenced by advertisements
28% of the respondents are influenced by television
08% of the respondents are influenced by neighbors
04% of the respondents are influenced by family influence
Page no. 57
Graph: 5
Graph showing sources that influenced the respondents to know
about the brand.
Advertisement
(30)
Press (0)
Television (14)
Radio (0)
Family (2)
Neighbors (4)
Inference:
From the above analysis, it can be said that advertisements act as
a major source of influence.
Page no. 58
6. Table showing that what influence the respondents to purchase Idea?
Price 24
Brand image 18
Design 00
Others 08
Total 50
Analysis:
48 % of the respondent purchases for its price
36 % of the respondent purchases for its brand image
16 % of the respondent purchases for its other purpose.
Graph: 6
Page no. 59
Graph showing the factors influenced to purchase the idea.
25
20
15
10
0
Price Brand Design Others
image
Inference:
From analysis we can see that majority of the respondents are
purchasing for its brand image
7. Table showing the respondents opinion about the price aspects.
Page no. 60
Charges Respondents
Cheaper 12
Value for money 16
Reliable 20
Too heavy charges 2
Total 50
Analysis:
40% of the idea users are having the opinion charges are made is
reliable.
Value for money.
cheaper.
4% of the idea users are having the opinion charges are made is too
heavy charges.
Graph: 7
Graph show the respondent opinion about the price aspects.
Page no. 61
20
18
16
14
12
10
8
6
4
2
0
Cheaper Value for Reliable Too heavy
money charges
Inference:
From the analysis we can see that majority of the respondent feel the
pricing strategy is reliable.
8. Table showing the respondents planning to change the brand.
Page no. 62
Yes 05
No 45
Total 50
Analysis:
90% of the respondents are not interested to change the brand in
future.
10% of the respondents are interested in changing the brand in future.
Graph: 8
Graph showing the respondent planning to change the brand.
Page no. 63
Yes
No
Inference:
From the analysis we can see that majority of the respondents are
not interested to change the brand in future. This shows the strong
customer loyalty.
9. Table showing satisfaction of respondents towards advanced

facilities.
Yes 18
Page no. 64
No 32
Total 50
Analysis:
64% of the respondents are not satisfied towards new advanced

facilities.
36% of the respondents are satisfied towards new advanced facilities
Graph: 9
Page no. 65
Graph showing satisfaction of respondents towards advanced

facilities.
40
30
20 West
10
West
0
Yes No
Inference:
Page no. 66
From the above graph we can see that majority of the respondent
are not satisfied towards new advanced facilities.
10. Table showing that respondent ever used other brand
Yes 12
No 38
Total 50
Analysis:
76% of the respondents have ever used other brand.
24% of the respondents are used other brand.
Page no. 67
Graph: 10
Graph showing that respondent ever used other brand
40
35
30
25
20
West
15
10
5
0
Yes No
Inference:
From the above analysis 76% of the respondents have ever used
other brand.
Page no. 68
11. Table showing that respondent influencing the brand to others:
Yes 19
No 31
Total 50
Analysis:
62% of the users are not wishing to influence their brand to other.
38% of the users are influencing there brand to other.
Page no. 69
Graph: 11
Graph showing that respondent influencing the brand to others
35
30
25
20
15
10
0
Yes No
Inference:
From the above analysis it shows that majority of the Idea users are
not wishing to influence their brand to others.
Page no. 70
12. Table showing that brand ambassador has influenced the

purchasing decision:
Yes 40
No 10
Total 50
Analysis:
80% of the respondents are influenced by brand ambassador to the

purchasing decision.
20% of the respondents are not influenced.
Graph: 12
Page no. 71
Graph showing that brand ambassador has influenced the

purchasing decision.
40
35
30
25
20
15
10
0
Yes No
Inference:
From the analysis we can see that majority of the respondents are
influenced by brand ambassador to the purchasing decision.
13. Table showing the dealers or agent service.
Page no. 72
Dealers or Respondents
Agent Service
Excellent 07
Good 13
Better 28
Worst 02
Total 50
Analysis:
56 % of the respondents are saying that dealers or agent service is Better.

26 % of the respondents are saying that dealers or agent service is Good.
14 % of the respondents are saying that dealers or agent service is Excellent.
04 % of the respondents are saying that dealers or agent service is Worst.
Graph: 13
Graph showing the Dealers or Agent service.
Page no. 73
30
25
20
15
10
0
Excellent Good Better Worst
Inference:
From the above analysis majority of the respondents are saying that
dealers or Agent service is better.
FINDINGS
Page no. 74
1. Youngsters are more attracted towards Idea communications in

Gudibande.
2. Majority of the Idea users are those finished there PUC.
3. Idea communication is attracted towards student segment to a greater
extent in Gudibande.
4. Majority of the respondents are using for their necessity.
5. Advertisements act as a major source of influence.
6. Price aspects influenced the purchasing decision of respondents to a
greater extent in Gudibande.

7. Majority of the respondent’s opinion is reliable.
8. Majority of the respondents are not interested to change their brand in
future.
9. Majority of the respondents in Gudibande are not satisfied towards
advanced facilities.
10. Majority of the respondents have ever used other brands.
11. Majority of the respondents are not interested to influence their brand
to others in Gudibande.
12. Performance of Idea communication is good.
13. Majority of the respondent’s opinion about the dealers or agent
service in Gudibande is better.
SUGGESTIONS
Page no. 75
• The company should concentrate more towards targeting the

illiterates and old aged people.
• The company should advertise as suitable to target over the

professionals and businessmen.
• The company need to increase its goodwill as maximum subscribers

are using for their necessity instead of prestige.
• The company should make efforts to attract other segment customers

along with students.
• The company is essential to make efforts to replace the existing

advanced facilities with some others facilities.
• The company should make efforts on existing customers to influence

their brand to others.
• The company should guide the dealers and agents to fulfill the
customers needs from the betterment stage to excellent stage.
CONCLUSION
Page no. 76
As of today the concept of cellular phones is truly global. The Indian
market operates one of the largest telecom networks in Asia. The state has
suddenly become a hot bed for a host of communications basic service,
mobile and internet.
The projection shows that more number of subscribers will increase
yearly in India. As number of subscribers increase the demand for having
Idea cellular service connection will also increase.
Hence the company should well prepared for product, promotion and
positioning strategies, which must be lead by reasonable pricing strategy
to increase the marketing and customer satisfaction of Idea cellular
service.
QUESTIONNARI
ES
Page no. 77
A SURVEY ON CUSTOMER SATISFACTION WITH

REFERENCE TO IDEA COMMUNICATION IN
GUDIBANDE.
I am NAGARAJUNA K.R VI Sem, B.B.M student of Shridevi

Degree College, Sira Road, Tumkur. As a part of study I am
undergoing a project on title “A SURVEY ON CUSTOMER
SATISFACTION WITH REFERENCE TO IDEA
COMMUNICATION”.
I request you to kindly spare some time to answer these

questions. All information given by you will be treated as confidential.
Thanking you,
NAGARJUNA K.R
PERSONAL DATA
Page no. 78
 Name :
 Age :
a. Below 20 yrs [ ] b. 20 – 30 yrs [ ]

c. 30-40 yrs [ ] d. above 40 yrs [ ]
 Qualification :
a. Below SSLC [ ] b. SSLC [ ]

c. PUC [ ] d. Graduation [ ]
e. Post Graduation [ ] f. Illiterate [ ]
 Occupation :
a. Student [ ] b. Employee [ ]
c. Business man [ ] d. Profession [ ]
e. House wife [ ] e. Others [ ]
SURVEY RELATED TO THE TOPIC
Page no. 79
1. Are you using Idea?

a. Yes [ ] b. No [ ]
2. What is the need for using Idea?

a. Necessity [ ] b. Prestige [ ]
c. Style [ ] d. Others [ ]
3. How did you come to know about the brand?

a. Advertisement [ ] b. Press [ ]
c. Television [ ] d. Radio [ ]
e. Family/Friends [ ] f. Neighbors [ ]
4. What are the factors influenced to purchase the Idea?

a. Price [ ] b. Brand image [ ]
c. Design [ ] d. Others [ ]
5. What is your opinion about the price aspects?

a. Cheaper [ ] b. Value for money [ ]
c. Reliable [ ] d. Too heavy charges [ ]
6. In future are you planning to change your brand?

a. Yes [ ] b. No [ ]
If yes give reason.
7. Are you satisfied with new advanced facilities?

a. Yes [ ] b. No [ ]
Page no. 80
8. Have you ever used other sim?

a. Yes [ ] b. No [ ]
9. Would you like to influence your brand to others?

a. Yes [ ] b. No [ ]
If Yes give reason
If No give reason
10. Does the brand ambassador have influenced your purchasing

decision?
a. Yes [ ] b. No [ ]
11. What is your opinion about the dealers or agent service?

a. Excellent [ ] b. Good [ ]
c. Better [ ] d. Worst [ ]
BIBLIOGRAPH
Y
Page no. 81
1. Company Brochures
2. Book : Principles of Marketing
Author : PHILIP KOTLER
3. Book : Consumer Behavior
Author : SUJA R NAIR
WEBSITES:
• WWW.IDEA CELLULAR.CO.IN
• WWW.GOOGLE.CO.IN
• WWW.ADITYA BIRLA.CO.IN
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Customer Satisfaction towards Idea Communication in Gudibande

Explore some of the ways in which modern telecommunications are

Today communication has been modernized, from the telegraphic

It also helps the company to advertise their products and services

Telephone system in India

India’s telephone system, like many other aspects of

This work is done basically to understand the Gudibande Customer’s

NEED FOR THE STUDY:

Consumer behavior is to do with the activities of individuals in

OBJECTIVES OF THE STUDY:

• To study the existing market share of the Idea

This thesis uses market survey approach to collect the information

As market survey helps the management in decision making, it has

METHOD OF DATA COLLECTION:

The primary data work collected by personal interviews through a

The secondary data were collected through broaches, books, old

 Sample size: 100 consumers of Idea service.

 Sample Unit: Gudibande consumers of Idea service.

Geographical area of study:

Market survey is carried out in Gudibande i.e.,

SCOPE OF THE STUDY:

This work enables us to have a clear understanding about the

There could be biases in the responses, which were avoidable to some

• The study is confirmed selected sample areas in

• The time is limited which is not sufficient to do

• Some of the consumers are not wiling to give

• The bias of the respondents.

As market survey helps the management in decision making, it has

A social definition shows role of marketing society. One marketer

When Sony designed its walkman, when Nintendo designed a

MARKETING STRATEGY OR MARKETING MIX

A successful marketing strategy must have marketing mix as well as

The combination of these marketing methods or devices is known as

Mc carthy classified these groups into four broad groups that he

A tangible object or an intangible service that is mass produced

The price is the amount a customer pays for the product. It is

perceived value of the product. The business may increase or

Place represents the location where a product can be purchased.

It represents all of the communications that a marketer may use

momentum. Sales staff often plays an important role in word of

Broadly defined, optimizing the marketing mix is the primary

A figure showing marketing mix

Product Variety, Price

Whether the buyer is satisfied after purchaser depends on the offer’s

The link between customer satisfaction and customer loyalty is not

A formal approach to this customer-

Koichi Shimizu proposed a four Cs

The product for the consumers or citizens. Not product out.

Producing cost, selling cost, purchasing cost and social cost.

Flow of commodity: marketing channels.

Marketing communication: It doesn't promote the sales.

Robert F. Lauterborn proposed a four Cs classification in 1993. The

Characteristics affecting consumer behavior

` The set of basic values, perceptions, wants, and behavior learned by a

A group of people with shared value systems based on common life

Relatively permanent and ordered divisions in the society whose

Two or more people who interact to accomplish individual or mutual goals.

Family buying decision:

Depending on the production and situation, individual family

A person belongs to many groups-families, clubs, organization. The

Age and life cycle stage:

A person’s occupation affects the goods and services bought.

A person’s economic situation will affect product choice.

Nagarjuna's Project

Nagarjuna's Project