Summer Internship Project Report

On
Consumer preference towards Top Indian telecom service providers Jio,
Airtel and Vodafone-Idea

Submitted to
Institute Code: 734
Institute Name
Marwadi Education Foundations’ Group of Institutions

Under the Guidance of

Dr. Mukleshkumar Tiwari
(Assistance Professor)
In partial Fulfillment of the Requirement of the award of the degree of
Master of Business Administration (MBA)
Offered By
Gujarat Technological University
Ahmadabad

Prepared by:
KASHYAP MEHTA
197340592108

MBA (Semester - III)

(June, 2020)
 STUDENT’S DECLARATION

I hereby declare that the Summer Internship Project Report titled “Consumer
preference towards Indian telecom service providers Jio, Airtel and Vodafone-
Idea” in a result of my own work and my indebtedness to other work publications,
references, if any, have been duly acknowledged. If I am found guilty of copying
from any other report or published information and showing as my original work, or
extending plagiarism limit, I understand that I shall be liable and punishable by the
university, which may include Failing me in examination or any other punishment
that university may deem fit.

Enrollment No. Name Signature

197340592108 Kashyap Mehta

Place: Rajkot Date: _____/_____/2020

i
INSTITUTE CERTIFICATE

ii
 CERTIFICATE OF EXAMINER

This is to certify that project work embodied in this report entitled “Consumer
preference towards Indian telecom service providers Jio, Airtel and Vodafone-Idea”
was carried out by Student Name: Kashyap Mehta, Enrollment no. 197340592108
of Marwadi Education Foundation’s Group of Institutions (Faculty of
Management) (734).

The report is approved / not approved.

Comments of External Examiner:

This report is for the partial fulfillment of the requirement of the award of the degree
of Master of Business Administration offered by Gujarat Technological University.

----------------------------------
(Examiner’s Sign)
Name of Examiner:
External Examiner’s Institute Name:
External Examiner’s Institute Code:

Date: ____/____/2020
Place:

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PLAGIARISM REPORT: DIGITAL RECEIPT

iv
PLAGIARISM REPORT: SIMILARITY PERCENTAGE
PAGE

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 PREFACE
This report is about consumer choice for network service provider from major
telecom operators. Being an MBA student, I have prepared project to gain experience
and aspects of working in project from home as also maintaining social
responsibilities. Primary goal was to gain information and experience about working
on project and during given time achieving it to maximum extent. It was really a good
learning experience and helped a lot.

vi
 ACKNOWLEDGEMENT

I am greatly thankful to my project guide Dr. Mukleshkumar Tiwari(Assistant

professor) who has helped me in every step of project and guided me throughout my
project also helping me in understanding different aspects of project. He encouraged
me to do best project and really helped me in completing my project work.
I am greatly thankful to respected Dean, Faculty of management Dr.Sunil Kumar
Jakhoriya and Program Head Dr.Alpesh Gajera who give me opportunity to
enhance my project working skills. Also always ready to help and solve doubts of
students.
I am greatly thankful to my parents who always supports me and never stop believing
in my abilities also always stand by my side and encourage me to give my best in all
aspects of life. They helped me a lot.

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 SUBJECT INDEX

Sr. No. Particular Page No.

1. Chapter 1: introduction to topic IX
1.1 Industry overview 1

2. Chapter 2: company details 2 to 6

2.1 About Airtel 2

2.2 About Vodaphone-Idea 3

2.3 About Jio 4

3. Chapter 3: Literature review 7 to 9

4. Chapter 4: Researches - methodology 10 to 11

5. Chapter 5: Analysis and interpretation 12 to 28

5.1 About Respondents 12 to 15

5.2 Choice of Respondents for services and network provider 16

5.3 Consumer’s preference while selecting alternative network 19

provider
5.4 Customer Ratings towards particular network provider 21 to 24

5.5 Consumer choice and preference based on following 25 to 28

Factors
6. Chapter 6: Findings and conclusion 29 to 30

6.1 Findings 29

6.2 Conclusion 30

7. Chapter 7: Preface 31 to 36

8. Bibliography 37

viii
 CHAPTER 1: INTRODUCTION TO TOPIC

Today mobile phones and mobile network become necessity so there are many people
which are affected by the change in factors of mobile network and network service
provider also affected hugely by small changes in quality of service. People are
provided with fast and timely access to the information and data of all kind. One of
fastest growing sector in India and connects millions of people with network of
calling, internet, messaging services. Mobile telecommunication become necessity
rather than luxury in last decade.
A service provider is a type of communication provider that provides telephone and
similar services. This category includes local exchange carriers ,and wireless
communication service. In this Industry service providers are able to maintain and
change many affecting factors to the consumers . Consumer preference is the
reflection of the company services and satisfaction. The present study conducted on
102 network users of different operators Airtel, Jio, Vodaphone-Idea to find out what
consumers have opinions and choices. This study helps consumers choose better
service provider also help companies understand problem faced by consumers. Many
consumers prefer one service provider for a long time and others change their service
provider frequently to get better services.
India has higher growth in telecom sector which is beneficial to both customers and
major service providers. There are many companies providing wireless
communication but we include most popular service providers only. Based on
recommendation comes from respondents study suggests factors that affects them the
most and how it can be helpful for any service provider to solve problems of
consumers . companies can also get benefits by knowing opinions of respondents and
their needs for particular network and service provider.

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 1.1 INDUSTRY OVERVIEW
India is currently the world’s second-largest telecommunications market with a
subscriber base of 1.20 billion and has registered strong growth in the past decade and
half. The Indian mobile economy is growing rapidly and will contribute substantially
to India’s Gross Domestic Product (GDP), according to report prepared by GSM
Association (GSMA) in collaboration with the Boston Consulting Group (BCG). As
of January 2019, India has witnessed a 165 per cent growth in app downloads in the
past two years. 4.8 billion Downloads of mobile applications were registered in India
in first three months of 2019.
The liberal and reformist policies of the Government of India have been instrumental
along with strong consumer demand in the rapid growth in the Indian telecom sector.
The government has enabled easy market access to telecom equipment and a fair and
proactive regulatory framework that has ensured availability of telecom services to
consumer at affordable prices. The deregulation of Foreign Direct Investment (FDI)
norms has made the sector one of the fastest growing and a top five employment
opportunity generator in the country.

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CHAPTER 2: COMPANY DETAILS

2.1 About Airtel:

Bharti Airtel is an Indian tele-communication service company based in New Delhi,

India also operates globally in many nations. It operates in 18 countries across South
Asia and Africa regions. Bharti Airtel has headquarter in New Delhi. Also Bharti
Airtel rank among top three mobile service providers globally by subscribers and user
base. Airtel offers integranted suite of telecom solutions to enterprise customers also
provides long distance connectivity nationally and internationally. Airtel also offers
Digital TV and IPtv services. All services are run under a unified name and brand
“Airtel”. This company operates four strategic business unit named Mobile telemedia
enterprise and digital TV. Airtel company deploys owns and manages passive
infrastructure to telecom operations under subsidiary name as Bharti Infratel Ltd.
Airtel subsidiary company owns 42% of Indus Tower Ltd.

Airtel provides 3G and 4G LTE mobile services, fixed line broadband and voice
services depends upon the country. Bharti Airtel is the largest mobile network
operator in India and third largest in world with 400 million subscribers in different
nations majorly includes Asia and Africa nations. Airtel launched back in 1995.
During the year 1995-96 the company launched mobile services under brand name
Airtel' for the first time in Delhi & Himachal Pradesh. In the year 1998 the company
managed to became the first private telecom operator to get a license to provide
telephone services in the state of Madhya Pradesh, India.
They incorporated Bharti BT VSAT Ltd and Bharti BT Internet Ltd during the
financial year. During the year 2000 the company acquired JT Mobiles for providing
cellular services operator in Punjab Karnataka and Andhra Pradesh. Also they
acquired the Sky cell Chennai and thus they expanded their South Indian footprint.
During the year 2002 they launched India One India's first private sector national and

2
international long distance service. They acquired licenses for eight circles across
India. In July 2001 the company acquired 100% equity interest in Bharti Mobitel Ltd
which provided mobile services in the Kolkata circle. In the year 2002 company had
successfully launched cellular mobile services in circle of Mumbai Maharashtra,
Tamil Nadu ,Kerala, Madhya Pradesh Uttar Pradesh (West) Haryana and Gujarat
fixed line services in the circles of Tamil Nadu and Karnataka with International Long
Distance Services.
During the year 2011 the company introduced completely new fresh and vibrant brand
logo and identity. Apart from India and Sri Lanka the brand also started to offer
services to consumers in Bangladesh made Company a powerhouse across South
Asia. Across seas the Company established strong presence in the 16 countries across
the Africa. In the same year Airtel won the 'Most Preferred Cellular service provider
brand' award from CNBC Awaaz Consumer Awards 2010 for the 6th consecutive
year. In that survey customers rated brands across different categories which delivered
true value for money in telecom industry. During the same year the company
launched 3G Services in 9 of 13 circles with 3G spectrum empowering all 3G
customers to manage their data usage and avoid 'bill shock' with personalised and
timely data usage alerts services coupled with introduction of easy-to-understand
intuitive tariffs with personalised data usage limits.

2.2 About Vodaphone-Idea:

Vodafone Group is a multi-national telecommunications company with headquarters

in London, Britan. It operates services in the regions of Asia, Africa, Europe.
Vodafone owns and operates networks in 26 countries and have partner networks in
over 50 additional countries like India. Its Vodafone Global Enterprise provides
telecommunications and IT services to corporate clients in 150 countries.

3
On 20 March 2017, major telecom operator Idea and Vodafone India announced that
their respective boards had approved a merger of the two companies. The merger got
approval from Department of Telecommunications(DOT) in July 2018. On August
30, 2018, National Company Law Tribunal gave the final nod to the Vodafone Idea
merger in Indian telecom sector. The merger completed on 31 August 2018, and the
newly merged entity was named Vodafone Idea Ltd. The merger created the largest
telecom service operator in India by subscribers and by revenue. Under the terms of
the deal, the Vodafone Group holds a 45.2% stake in combined entity, the Aditya
Birla Group have holds of 26% and the remaining shares will be held by public.
Vodafone Idea Limited is an Aditya Birla Group and Vodafone Group partnership
made through mergers of two big telecom companies. Vodaphone-Idea is India’s one
of leading telecom service provider. The Company provides pan India voice and data
services across 3G and 4G platforms. Vodaphone-Idea with the large spectrum to
support for the increasing demand of data and voice, the company is committed to
deliver delightful customer experience and contribute towards creating truly ‘Digital
India’ by also helping millions of citizens to connect and build a better tomorrow. The
Company is currently developing infrastructure to introduce new and smart
technologies will make both retail and enterprise customers future ready with
innovative offerings, conveniently accessible through ecosystem of digital channels as
well as extensive on-ground presence. The Company is also listed on National Stock
Exchange (NSE) and BSE in India.

2.3 About Jio:

Reliance Jio Infocomn or Jio, is an LTE mobile network provider in India. It is a

subsidiary of Reliance Ind. headquartered in Navi Mumbai, Maharashtra that provides
wireless 4G LTE service network (without 2G/3G services) and is the 'Volte-only'
(Voice over LTE) operator in the country which lacks legacy network support of 2G
and 3G, with coverage across all 22 telecom circles in India.

4
The services were first beta-launched to Jio's partners and employees on 27 December
2015 on the eve of 83rd birth anniversary of late Dhirubhai Ambani, founder of
Reliance Industries, and later services were commercially launched on 5th September
2016.
According to the Telecom Regulatory Authority of India (TRAI), as of February
2019, there are 1.17 billion mobile-phone user subscriptions in India. Trail recorded
an increase of roughly 140 million subscriptions since the month before Jio launched.
The growth is especially much better in rural areas, where there are now over 500
million wireless subscriptions, as 80 million more than there were before the
company formally began its operations in all over India. As much more Indians gain
phone subscriptions results in more use of data and voice services with messaging
services. A 2017 report by Internet Mobile Association of the India estimated that
nearly 50 million Indians have finally able to gain internet access between December
2016 and December 2017, allowing many of them to surf the web also using online
messages and stream videos for the first time.
Jio High Speed Internet service is the fourth generation (4G) mobile technology
that has ability to deliver high-speed internet services. It uses voice over LTE named
as VOLTE service to provide voice service on its network. LTE refers to Long Term
Evolution of the telecom technology and industry that enables high definition voice
and high-speed internet access.
Reliance Jio have the longest fiber optic network in the country India. Fibre network
ranging over 2,50,000 km and 90,000 eco-friendly 4G Towers for providing the
greatest 4G Coverage in all of India’s 22 telecom circles. Reliance Jio invested Rs
150,000 crore to make this in perspective for comparison this is more than two times
the combined investment major telecom companies Airtel, Idea, and Vodafone in the
4G network segments.
Jio owns spectrum in 850 MHz and 1,800 MHz bands of network in India’s 22
circles. Jio also owns pan-India licensed 2,300 MHz spectrum. The spectrum is valid
until 2035. Jio shares the spectrum with Reliance Communications also known as R-
com. In September 2016, Jio signed a pact with government owned BSNL for intra-
circle roaming which would enable users of the operators to use each other’s 4G and
2G spectrum in national roaming mode. In February 2017, Jio announced a
partnership with Samsung to work on LTE - Advanced Pro and 5G networks.

5
6
 CHAPTER 3: Literature Review

T. Senthamil Selvi and Dr. S. Subadra(2017)

This study has identified eight factors mostly considered by the mobile phone users
for selection of the particular mobile phone service provider. The eight factors are as
follow:
(1)Brand Reputation (2) Network Quality (3) Service Quality
(4) Availability of dealer, (5) Schemes and Offers, (6) Tariff rates
(7)Value added services, (8) Advertisement.
Study also suggest that network quality is the utmost factor and first factor to decide
consumer preference to choose any network provider. Second factor is brand
reputation and third most effective factor is schemes and offers provided by company.
Link: https://ijisrt.com/wp-content

Ashok Panigrahi(2017)
According to literature, it measures impact of Jio’s market strategy into different
operators and how it lead to merger of India’s second and third largest companies
Vodaphone and Idea to provide better service to customer and sustain tough
competition in market. After entry of Jio in market many companies have either exit
the market or starts to merge with each other to sustain tough competition which leads
to much benefits for customers. It also gives details about how Jio changed customer
preference in choosing voice call and data services in just few months. Jio had gained
millions of subscribers by changing equations of telecom industry by low cost leading
strategy. Which results in permanent change in customer demand and expectations
from their service providers and change in millions of customers from one company
to another.
https://papers.ssrn.com/sol3/

Purkayastha, Kumar & Lu, (2017)

The literature review gives that telecom industry of India have 1.19 billion subscribers
and also it is second largest telecom sector in the world. Telecom industry is also most
potential and rapidly growing sector in India. Which provides much opportunities too
many companies and also customers have greater advantage because of hard
competition and choice they can get from competition. It also gives information about
how subscriber base is distributed in different service providers and how customers
choose to continue or change the service provider based on different aspects.
Research paper also suggest that Indian telecom industry will g et millions of

7
subscribers in next few years lead to more growth for companies and more choices for
the consumer. Subscriber’s base distributed mostly in five major operators. Customers
in the industry are looking forward to get better services at lower price and they are
ready to change their network operators for the benefits in return.
https://theresearchershub.com

D Satyanarayana, Dr K Sambasiva Rao and Dr S Krishnamurthy

(2018)
To make strong market presence in the industry, Airtel and Idea acquiring Telenor
and Vodafone respectively. The impact of new entrance of Jio affects equilibrium in
the mobile industry and makes rivals vulnerable that they resort to mergers and
acquisitions in Indian mobile network providers. Since the exit barriers are present in
the industry, they cannot get out of the industry. The major giants in the industry via,
Airtel and Idea strategically responding in a similar way.
http://www.allresearchjournal.com/archives/

Arun Prasath R. and Vijayadurai J. (2016)

This literature review includes four factors, viz., service quality, VAS services,
customer care services, sales promotion offers, call drop problems, voice clarity. This
will be much played a important role in the choice of a Mobile Service Providers. Due
to stiff competitive pressure, the Indian Mobile market is available with variety of
plans like, call tariff, and value added service and sales promotion offers should be
enhance by the mobile operators to increase the customer satisfaction level of the
customer. Mobile service provider market is on rising stage and more likely to come
out with the different plan and scheme with low service charges, which forced
customer to thing about initial subscription cost and also available plans as per
requirement and tariff.
https://www.worldwidejournals.com/paripex/article/

Kumar Ratnesh and AmitKansal (2013)

They observed and studied Indian telecom industry by concentreating on the major
mobile service providers and found that there is very high competition among the
players of the telecom industry. All the major telecom companies giving special offers
and schemes keeping market conditions to maximize total numbers of subscribers.
Heating up competition will lead to great benefits to customers and dynamics of
business for telecom companies will change. Authors found that consumers wants
customized offers, network coverage with good quality.
http://dynamicpublisher.org/gallery/ijsrr-d52

8
 Leo Frankline and Ambika S.(2015)
Authors had conducted a comparative study on customer preferences for mobile
service providers. They have observed that there is stiff competition among the most
service providers. Authors noted that there is a marginal difference in services
rendered by cellular service providers there is more possibility for users to port or
switch from one service provider to another service provider when they want. They
have found that it is very necessity for the mobile network service providers to
understand and satisfy consumer preference of services and influence of various
factors in market. They have compared customer preference on mobile network
services provided by private and public sector network operators.
http://ijbemr.com/wp-content/uploads/2015/03/

Arun Prasath R. and Vijayadurai J. (2016)

Authors have conducted research in target customers in Tamil Nadu with limited
responses. Authors study on ”A Study on Consumer Attitude towards mobile
Phone Service Providers in state Tamil Nadu” help in find out the consumer
preference and attitude towards various network services provided by mobile service
providers. They also found that prepaid sim card was brought by majority of
respondents and very few consumers for post-paid services. They also noted that
value added services in Airtel and Vodaphone have satisfied many respondents to a
much greater extent.
https://www.worldwidejournals.com/paripex/article/

9
CHAPTER 4: RESEARCHES - METHODOLOGY

a) Research Objective
1. To identify preference of Customers towards company.
2. To identify which company provides best services to its
customers.
3. To identify customer satisfaction from various companies.
4. To identify problems of customers during using particular
services of company.

b) Research Questions
Questions for survey somehow created so that we get specific answer related to
problem. It focused more on “WHAT” instead of “WHY”. Question creating for the
task include all variable like Products, Service, Relationship, so that survey will give
us one quality result.

c) Research Design
Research design is Descriptive research which is used to describe characteristic of
population or phenomenon. This method of research will help to easily avail
information quickly as well as it will be helpful for easy comparison during analysis.

d) Research Method
Method for this research is Quantitative method. “Quantitative research refers to the
systematic empirical investigation of quantitative properties and phenomena and their
relationship”.
With the help of Quantitative research method, I can do Survey to measure Customer
satisfaction towards Product quality, service and relationship with company.

10
 e) Data Collection
Data contains facts and figures relevant material to the topic or objective.
Data can be collected from past surveys, research and collected from present than
compare to get desired and meaningful outcomes.
There are two methods/sources for data collection as follow:
1. Primary source of data
2. Secondary source of data
Primary data is collected by researcher by using his/her first hand sources, methods of
surveys, interviews, experiments etc. For taking surveys or interviews there must be
defined numbers of questions which must lead to the project objective. Such questions
or group of questions known as Questionnaire.
I have made questionnaire for my topic to get primary data for my research to
complete my project. I have also added some useful secondary data in report.
There are different kinds of customer the company have. To reach those all customer,
Tool for the data collection should be easy to operate for them.
For questionnaire, I have prepared question and decided to conduct survey by using
online platform so I have written questions in Google platform which is an online
platform for making questionnaires for different kinds of surveys and easily available.
Google Form is considered as easiest tool to collect data by creating questionnaire as
well as it provide various option like Spread sheet and chart form which can be
helpful for easy analysis from available data
Here I have used Google form to take survey from local area.
Secondary data is taken for reference only and mentioned in report.

f) Analysis Tools
I have used following for data analysis tools:
Microsoft Excel for response data
Google forms graphs
Static analysis of data

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CHAPTER 5: ANALYSIS AND INTERPRETATION
After taking of primary data and using different analysis tool, I have find meaningful
information and outcomes from the data to reach and fulfil the objectives of the
project. I have taken total of 102 responses to find outcomes of my project and
according to data and graphs the final outcomes are as follow:

Data to consider:

5.1 About Respondents:

(A) Number of responses based on Age group:

What is your age?

60

49
Numbers of Responses

50
43
40

30

20

9
10
1
0
1 2 3 4

Age(years)

(a) Number of responses based on Age group (Graph)

Age Count of Responses

18 to 25 years 43
25 to 35 years 49
35 to 45 years 9
Below 18 years 1
More than 45 0
Total 102

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Interpretation:
As per data most of respondents are between 18 years to 35 years of age. From the
data 43 respondents found to be young age at 18 to 25 years and 49 respondents found
between 25 to 35 years. As 18 to 25 years includes majority of students and 35 to 45
years includes people doing job, business etc. So it is much better to find out results of
survey as they are fall into ideal users who uses different services in excessive
amount. For example, student’s uses internet services in much more excess for
education and different activities, entertainment and research. Business professional’s
uses call services and message services in excessive amount also internet services.
So by taking their opinions we can find best outcomes for any network.

(B) Numbers of responses based on Gender:

Gender

Male
72% Female
28%
Female
Male

(b)Representation of data

Gender Count of Response

Female 29
Male 73
Total 102

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(C) Responders data on Occupation:

What is your occupation?

Business
Student
29%
34%

Business
Housewife
Housewife
Job
8%
Self employed Self employed
8%
Student
Job
21%

Occupation Responses
Business 30
Housewife 8
Job 21
Self employed 8
Student 35
Total 102

Interpretation:
Survey includes 34% of students, 29% of business professionals, and 21% of
employees to find out outcomes of the survey. Targeted population mostly travel
every day in city from home to college, offices etc. So they have better idea about
fluctuations in network and related services. Many of them have changed their service
providers frequently because of problems occurred in daily activities.

14
(D) Education background of Respondents:

WHAT IS YOUR HIGHEST LEVEL OF EDUCATION?

20%

3%
College graduate

Post graduate
58%
19% Primary school

Secondary school

(d) Representation of Education qualification of responses

Data to consider:

Highest level of education Count of Responses

College graduate 59
Post graduate 20
Primary school 3
Secondary school 20
Total 102

From the data, it is found that most of respondents have college graduation as the
highest education accounts for 58%. Post graduate respondents also accounts for 19%
of total survey respondents. 20% of total respondents either in secondary school or
completed secondary school education. So most of respondents have good education
and they helped in survey by giving critical opinions and choices.

15
 5.2 Choice of Respondents for services and network provider:
Responses on current service provider:

Which company sim-card service do you use ?

8% 2%

32%
Vodaphone-Idea
Airtel
28%
Jio
BSNL
Others

30%

Distribution of users of different service provider

Data to consider in Table:

Count of
Company Name Responses
Vodaphone-Idea 33
Airtel 31
Jio 28
BSNL 8
Others 2
Total 102

This data is important as it suggest total market domination of major telecom

operators. If we compare data of Trial given in April,2019 with the survey data than it
will be 33.83% compare to 32% for Vodaphone-idea, 27.69% compare to 30% for
Airtel and 28% compare to 27.69% for Jio. So we can say that total subscribers
distributed in Rajkot is very similar to nationwide subscriber base and it leads to good
outcomes. Vodaphone-idea have the most subscriber’s base and dominate telecom
industry with nearly one third subscriber base of total subscribers. In second and third
position there is minor difference between Airtel and Jio. Other than three major
companies BSNL have 8 to 10% of subscriber base. We can conclude from the data

16
that major three telecom companies accounts nearly 90% of market. So customers
have majorly three choice available while selecting service provider in India.

Time of Usage of any particular network:

From how many years you are using network from

particular company?

less than 6 months 6

less than 2 years 42

Time

2 to 5 years 43

5 to 10 years 11

0 10 20 30 40 50
Responses

Duration of usage of consumers

Data to be consider:
Interpretation Time Responses
Very short term less than 6 months 6
Short term less than 2 years 42
Medium term 2 to 5 years 43
Long Term 5 to 10 years 11
Total 102

Interpretation of data:
As per data, majority of respondents use telecom services for particular company for
maximum of five years and on average two years. Respondents using less than six
months are very short term customers and less than two years count as short to
medium term consumers. Any company in telecom industry has target market for
short term and medium term consumers as after medium term majority of consumer
change their service provider to get better offers or deals and services from other
companies. Long term (5 to 10 years) are very loyal subscribers and hardly change
their service provider in long time. If we see data than it is clear that after five years
majority of consumer will switch their service provider. Also we can see that 42

17
people are using current service provider for less than two years and 43 people are
using same for less than five years. So cumulative sum suggest that majority of
respondents will change their service provider in next five years which means that
company providing good services at affordable rate will gain much subscribers.

Responses on change of network service:

Do you want to change your network

provider?

Yes
20% Maybe
28%
Maybe
No
No
Yes
52%

Choices of respondents
Data to consider:

Option Count
Maybe 29
No 53
Yes 20
Total 102

From the data and responses, 53 respondents don’t want to/feel to change their service
provider accounts for more than 50% of total responses. Where 29 respondents are not
clear about if they want to change service provider in near future or not. While 20%
respondents are very clear and want to change their network service provider. Those
respondents will change their service provider by porting service from one company
to other or buy new services. 52% of total respondents who are not clear about their
decision also contribute some respondents who end up changing their service provider
in near future. So there is high demand for change in service provider because of
various problem faced by consumers and it can be great opportunity for company who
provide better service currently to gain more subscribers in near future.

18
 5.3 Consumer’s preference while selecting alternative network
provider:

LIKE TO USE INSTEAD OF CURRENT SERVICE

PROVIDER
Airtel
19%
Vodaphone-Idea Airtel
33%
Bsnl Bsnl
5% DOCoMo
Jio
DOCoMo don't want to change
don't want to 1%
Vodaphone-Idea
change
4% Jio
38%

Data to consider:

Choice Responses
Airtel 20
Bsnl 5
DOCoMo 1
Jio 38
don't want to change 4
Vodaphone-Idea 34
Total 102

Respondents gave information about their alternative choice of service provider if

they decide to change their current service provider. As per the responses data gives
that 38% of respondents will choose Jio, 33% will choose Vodaphone-Idea, 19% will
choose Airtel, 5% will choose BSNL as their next service provider. We also see that
4% of people don’t want to change their service provider in any condition and also
most loyal customers for particular company. If we interpret the data than it means in
future Jio and Vodaphone-Idea will get much portion of total customers opting for
porting service to change service provider. In that case Jio and Vodaphone will get
much consumers making their market presence much stronger. It also Interprets that
total numbers of subscribers of Jio telecom will be increase every year. In past we
have seen this phenomena as Jio is just four years in telecom industry and already
become third largest telecom company by subscribers base in very short time.
Department of Telecommunication, India and Jio telecom data also gives the same
conclusion as Jio is adding much more subscribers every month compare to other
companies. Currently large portion of users of Jio were subscribers of Airtel and
Vodaphone three years ago in 2017.

19
Factors affecting Consumer choices:

Value added
service and Availability of
Schemes and advertisement dealer
Offers 5% 6%
8%
Brand
Reputation
11%
Price (rates of
tariffs)
23%

Customer
service Quality
Network 26%
Quality
21%

FACTORS FOR CHOOSING YOUR CURRENT NETWORK

PROVIDER?

Major factors which influence customer’s choice

Data to consider:

Factors Responses
Availability of dealer 6
Brand Reputation 11
Customer service Quality 27
Network Quality 21
Price (rates of tariffs) 24
Schemes and Offers 8
Value added service and advertisement 5

Respondents choose the best factor they liked the most and using particular service to
get that. According to Dr. S. Subadra(2017) research paper majority of people decide
their network providers based on main eight factors.
Respondents gave their most desirable factor to consider while choosing the network
provider or change network provider based on that factor. Customer service quality is

20
the most desirable factor among respondents with 26% of votes and price accounts for
23% of responses. Also network quality accounts for 21% of votes. Brand reputation
also plays minor role in selection. Data suggests that majority of respondents wants
customer service quality as their primary need and price is the second most affecting
factor. Customers also wants other factors but they want three major factors to satisfy
first or they consider to change their service provider in near future. Data also suggest
that company giving best customer service with moderate price and good network
quality will be able to retain consumers for longer time also growing rapidly in
industry. In 2017, Jio had launched plans with very low price and good network
quality which lead it to enormous growth and millions of new subscribers started to
use Jio services. Vodaphone and Idea have merged to provide better network quality
and internet services which leads to much increase in their overall subscriber’s base.
So eight factors are really important for any service provider and consumers also
mention that top three factors can shift consumers from one service provider to
another in short time.

5.4 Customer Ratings towards particular network provider:

Customer ratings for Jio:

1(worst)
3% 2(bad)
5(Excellent)
2%
16% 3(average)
18%

1(worst)

2(bad)

3(average)

4(good)

5(Excellent)

4(good)
61%

OVERALL SERVICE PROVIDED BY

(JIO )

Ratings of respondents for Jio

21
Data to consider:

Ratings Responses
1(worst) 3
2(bad) 2
3(average) 17
4(good) 60
5(Excellent) 16

From the data and survey, 61% of respondents gave 4 rating to overall service of Jio
and 16% of respondents consider Jio as the excellent (5 rating) service provider for all
services. 18% of respondents gave average rating (3 rating) to the overall service of
Jio telecom and only 5% of respondents feels that Jio is the bad or worst service
provider compare to other service providers.
The data is much important as it gives information and details of consumer experience
with Jio. If we analyze data than total of 76 out of 98 respondents consider Jio as good
service which shows that Jio will able to retain most of its consumers as people hardly
change network provider unless they feel or face difficulties. Total five responses out
of 98 feels that Jio is bad network provider and there is much chances that they will
opt for new alternative network.

Customer ratings for Airtel:

OVERALL SERVICE PROVIDED BY

[AIRTEL]
1(worst)
5(Excellent) 8% 2(bad)
13% 1%

3(average)
27%

4(good)
51%
1(worst) 2(bad) 3(average) 4(good) 5(Excellent)

Ratings of respondents for Airtel

22
Data to consider:

overall service of [Airtel] Responses

1(worst) 8
2(bad) 1
3(average) 26
4(good) 50
5(Excellent) 13

From the data and survey, 51% of respondents gave 4 rating to overall service of
Airtel and 5% of respondents consider Airtel as the excellent (5 rating) service
provider for all services. 27% of respondents gave average rating (3 rating) to the
overall service of Airtel telecom and only 9% of respondents feels that Airtel is the
bad or worst service provider compare to other service providers.
The data is much important as it gives information and details of consumer experience
with Airtel. If we analyze data than total of 50 out of 98 respondents consider Airtel
as good service which shows that Airtel will able to retain more than half of its
consumers as people hardly change network provider unless they feel or face
difficulties. Total nine responses out of 98 feels that Airtel is bad network provider
and there is much chances that they will opt for new alternative network. Airtel can
improve service so that they will able to increase total numbers of good ratings to
retain consumers for longer time.

Customer ratings for Vodaphone-idea:

OVERALL SERVICE OF VODAPHONE-IDEA

5(Excellent) 1(worst) 2(bad)
9% 5% 7%

3(average)
17%

4(good)
62%

1(worst) 2(bad) 3(average) 4(good) 5(Excellent)

Ratings of respondents for Vodaphone-idea

Data to consider:

23
 overall service of Vodaphone-idea Responses
1(worst) 5
2(bad) 7
3(average) 16
4(good) 61
5(Excellent) 9

From the data and survey, 62% of respondents gave 4 rating to overall service of
Vodaphone-Idea and 9% of respondents consider Vodaphone-Idea as the excellent (5
rating) service provider for all services. 17% of respondents gave average rating (3
rating) to the overall service of Vodaphone-Idea telecom and 12% of respondents
feels that Vodaphone-Idea is the bad or worst service provider compare to other
service providers.
The data is much important as it gives information and details of consumer experience
with Vodaphone-Idea. If we analyze data than total of 70 out of total respondents
consider Vodaphone-Idea as good service which shows that Vodaphone-Idea will able
to retain most of its consumers as people hardly change network provider unless they
feel or face difficulties. Total twelve responses out of 98 feels that Vodaphone-Idea is
bad network provider and there is much chances that they will opt for new alternative
network.

Comparison of Jio, Airtel and Vodaphone-Idea:

Company Jio Airtel Vodaphone-Idea
Ratings
1(worst) 3 8 5
2(bad) 2 1 7
3(average) 17 26 16
4(good) 60 50 61
5(Excellent) 16 13 9

When we compare ratings of three companies than respondents give worst rating
count three for Jio, eight for Airtel, five for Vodaphone-Idea. Which suggest that
Airtel has received highest count for worst services and more likely to lose customers
while Jio has the least count in worst rating will more likely to get new customers.
For bad services two for Jio, one for Airtel and seven for Vodaphone-Idea suggest
that Vodaphone has much highest numbers for bad services more likely to lose
consumers in near future.
If we consider customer retention than Jio gets 60 counts for good services and
Vodaphone-Idea gets 61 counts compare to 50 counts of Airtel. Which means Jio and
Vodaphone- Idea have strong market presence and customer retention also able to
deliver good services comparatively?

24
If we consider overall ratings and points than Jio is currently leading with more
responses which means Jio will become first choice of consumers compare to other
companies.

5.5 Consumer choice and preference based on following Factors:

80

70
70 66
64
59
60 56

50
50 47
43 44 44 44

40 36 36
35
30
30 28
24
20
20 18

10
10
4 4 5
1
0
Airtel Vodaphone-Idea Jio Others

Price offers Network quality Customer service Brand Value added service

Overall performance of Major telecom operators

Here we choose four major parameters:

(1) Price
(2) Customer service
(3) Network Quality
(4) Offers

25
(1)Price:
Price is one of the most important factors for choosing network service provider and
here is comparison of total votes given by respondents to service providers:

Price
50 44
40 company Price
30 Airtel 30
30
18 Vodaphone-Idea 18
20
Jio 44
10 5 Others 5
0
Airtel Vodaphone-Idea Jio Others

According to survey responses, Jio gets 44 counts, Airtel gets 30 counts and
Vodaphone-Idea gets 18 counts. It is clear from the data that responses will choose Jio
as first for service provider considering aspect of price. Airtel will be second choice
for respondents for price aspect. Vodaphone-Idea is hardly get chance as a choice. Jio
is much ahead in price aspects with 44 counts compare to Airtel (30) and Vodaphone-
Idea (18) which leads that Jio will be first choice of price conscious consumers. It also
means that price conscious consumers will find hard to switch to other network if they
are already using Jio network services.

(2) Customer service:

Customer service is much important parameter considering most of successful
companies achieved high positions by providing excellent customer service and
gaining trust of customers. Network providers need to consider that customers get
their queries resolve in time with good experience.

Customer service
70
59
60 56 Customer
50 44
company service

40
Airtel 56
Vodaphone-
30 Idea 44
20
20 Jio 59
10
Others 20

0
Airtel Vodaphone-Idea Jio Others

26
As per customer service parameter counts, Jio receives highest numbers with 59
counts and Airtel gets very near to Jio with 56 counts while Vodaphone-Idea is
accounted for 44. Although there is not much difference in consumer preference for
Airtel and Jio considering customer service there is much difference in score of Jio
and Vodaphone-Idea which means customer will less likely to prefer Vodaphone-Idea
as their primary network provider because of customer service. Also it means that
Vodaphone-Idea is much more likely to lose its customer compare to other two
telecom service provider company.

(3) Network Quality:

Network quality is most important factor for consumers as even if all factors are good
in company then also consumer will change it if network quality provided is below
standard. Majority of mobile services like calls, internet etc. in any particular area
works based on network quality in that area. More network quality means more
satisfied consumers.

Network quality
80
70
70 66
Network
60 company quality
50
50 Airtel 50
Vodaphone-
40
Idea 70
30 24 Jio 66
Others 24
20

10

0
Airtel Vodaphone-Idea Jio Others

As per data, Vodaphone-Idea gets 70 counts, Jio gets 66 counts and Airtel gets 50
counts for considering network quality. As per respondents Vodaphone-Idea is
providing best network quality and Jio just fall behind for some numbers but Airtel
falls behind by large margin. Which means Airtel may lose consumers when network
quality is primary factor for users. Airtel needs to improve network quality otherwise
they will lose users in upcoming years.

27
(4) Offers:
Offers are important parameter in telecom industry as offers given to existing
consumer to retain them and offers given to new customers change rapidly in short
time. Telecom companies gives attractive offers to customers every two three months
in terms of extra data, voice calls, message services, international roaming plans etc.

offers
company offers
70 64
60
Airtel 64

50
47
43 Vodaphone-Idea 43
40 35
Jio 47
30
20 Others 35

10
0
Airtel Vodaphone-Idea Jio Others

As per data Airtel gets 64 counts, Jio gets 47 counts and Vodaphone-Idea gets 43
counts which means Airtel is giving more offers to their existing customers compare
to other two companies and much more likely to attract new customers. Also Airtel
will be able to retain existing consumers based on offer criteria.

28
 CHAPTER 6: FINDINGS AND CONCLUSION

6.1 Findings:
It is found that out of eight factors affecting consumer choices
majorly, three factors customer service quality, Network quality and price are the
most preferred factors.
Customer service quality is the first major factor chosen by consumers and price is the
second most important factor. Advertisement is the least preferred factor and so
companies can focus less on advertisement suggest to use resources on better
customer service and network quality.
Customer opinions and preference towards Jio network is much higher compare to
Airtel and Vodaphone-Idea. Consumers give higher rating to Jio also many
respondent choose Jio as the first choice when they want to teleport network services.
52% of respondents don't want to change their service provider and happy with that
while 20% definitely want to change and 28% are unsure about their choice.
Consumers tendency to select Jio as their next service provider compare to other two
major telecom companies. This finding comes from the survey that shows that
consumers have given much more ratings in every aspect to Jio telecom and total
numbers of customer satisfaction of Jio is much higher compare to other telecom
operators.

29
 6.2 Conclusion:
From the project following conclusion can be found:
Consumers in telecom industry are more likely to change their service providers in
short to mid-term duration of 2 to 5 years. There is very less consumers who change
their network providers much often and also very less consumers who uses particular
network for long term.
Consumers preferred customer service and network quality as the most deciding
factor while selecting network service provider. Also note that price is also comes in
category of major factor but consumers able to neglect that factor for the first two
prime factors because of small difference in plans of major telecom operators.
Consumers tend to choose Jio as their next service provider compare to other two
major telecom companies. This is the reason why Jio is adding subscribers
continuously from last few years. Also it means that soon Jio will surpass Airtel and
Vodaphone-Idea in telecom sector in numbers of subscribers and consumer preference
of telecom services.

30
 CHAPTER 7: PREFACE
Questionnaire for primary data
Consumer survey
Greetings everyone. For my summer internship project I have asking you
some questions related to consumer preference of telecom service in current
scenarios So I have prepared few questions which will help me to getting
proper view about my project. So kindly fill up and help me in this project.
Your five minutes on this questionnaire will be helpful to me in completion of
my project. Your data will remain confidential.
Required

Name *

Consumer preference towards Top Indian telecom service providers

Jio, Airtel and Vodafone -Idea

Email address

Gender *

Male

Female

31
What is your age? * Mark only one oval.

Below 18 years

18 to 25 years

25 to 35 years 35 to

45 years more than

45 years

What is your occupation? * Mark only one oval.

Student

Business

Job

Housewife

Self-employed

Other

What is your income level per year?

below 100000

100000 to 300000

300000 to 500000 500000

to 1000000

more than 1000000

32
 What is your highest level of education? *

Primary school

Secondary school

College graduate

Postgraduate

Other:

Which company sim-card service do you use ? *

Airtel

Vodaphone-Idea

Jio

Other:

Have you used services from other than your current service provider? *

Yes

No

Which sim card service you would like to use instead of your current
service provider? *

Airtel

Vodaphone-Idea

Jio

Other:

33
From how many years you are using network from particular company? *

Mark only one oval.

less than 6 months

less than 2 years

2 to 5 years

5 to 10 years

Do you want to change your network provider? *

Yes

No

Maybe

(9) How much are you satisfied with the following factors in your preferred network provider? Give
rating from 1 to 5. *

34
Give your most preferred/important reason for choosing your current network
provider? *

Network Quality

Brand Reputation

Customer service Quality

Availability of dealer

Price (rates of tariffs)

Schemes and Offers

Value added service and advertisement

Other:

Which plan do you prefer while phone recharge? *

Mark only one oval.

Prepaid

Postpaid

Give your opinion on following about which operator is better in which parameter?

35
Give your opinion about overall service of network provided by different companies

M a rk o n ly o n e o v a l p e r ro .

1 (w o rs t ) 2 (b a d ) 3 ( a ve ra g e ) 4 (g o o d ) 5 (Exc e lle n t )

Air t e l

Vo d a p h o n e / id e a

J io

Any valuable suggestion from you?

36
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1. https://www.google.com
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3. https://www.jio.com/
4. https://www.airtel.in/
5. https://www.vodafoneidea.com/
6. http://www.allresearchjournal.com
7. https://www.worldwidejournals.com/paripex/article/
8. http://ijbemr.com/wp-content/uploads/2015/03/
9. https://theresearchershub.com
10. https://shodhganga.inflibnet.ac.in/

37