1

2

Internship Report

On

Customer Attitude Towards Mobile Phone Services: A

Case Studies On Airtel

Prepared By:

Md. Riad Shahriar Riaz

Id. 1007029

Session: 2010-11

Registration No: MKT- 600081

Dept. Of Marketing

Comilla University

Supervised By:

Dr. Mohammad Amzad Hossain Sarker

Associate Professor & Chairman

Dept. Of Marketing

Faculty of Business Studies

Comilla University

Date Of Submission: 13th August, 2015

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Student Declaration

I do hereby declare that this internship report titled “Customer Attitude Towards Mobile Phone

Services: A Case Studies On Airtel Bangladesh Ltd.” Is prepared by me.

So, this study has not previously been published in any journal or not submitted for the partial

fulfillment of any degree, diploma or fellowship in any other Organizations or Universities.

…………………………..

Md. Riad Shahriar Riaz

Class ID: 1007029

Session: 2010-11

Registration no: MKT- 600081

Department of Marketing

Bachelor of Business Administration (BBA)

Comilla University.

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Supervisor Certification

This is to certify that the internship report on “Customer Attitude Towards Mobile Phone

Services: A Case Studies On Airtel Bangladesh Ltd.” submitted by Md. Riad Shahriar Riaz,

ID: 1007029, Session: 2010-11, Registration no: MKT- 600081 as an integral part of the

requirement of Bachelor of Business Administration (BBA) degree from the Department of

Marketing, Comilla University.

The internship report may be accepted as a constructive work and significant part of the whole

program.

…………………………………………….

Dr. Mohammad Amzad Hossain Sarker

Internship Supervisor

Associate Professor

Department of Marketing

Faculty of Business Studies

Comilla University.

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Letter of Transmittal

13th August, 2015

Dr. Mohammad Amzad Hossain Sarker

Associate Professor

Department of Marketing

Faculty Of Business Studies

Comilla University

Comilla, Bangladesh.

Subject: Submission of the report of BBA Internship Program.

Dear Sir,

I have completed the internship program as a course requirement of B.B.A. program and now I am

greatly impressed for the submission of my internship report on “Customer Attitude Towards

Mobile Phone Services: A Case Studies On Airtel Bangladesh Ltd.” I have tried my level best

to bring out the original scenario regarding “Customer Attitude Towards Mobile Phone Services:

A Case Studies On Airtel Bangladesh Ltd.” with full of effectiveness & efficiency. To prepare this

report I have collected what I believe to be the most relevant information to make my report as

analytical and reliable as possible. I have concentrated my best effort to achieve the objectives of

the report and hope that my endeavor will serve the purpose. The practical knowledge and

experience gathered during my report preparation will immeasurably help in my future

professional life.

I am very glad to you because you assigned me to do the report. I hope that my report will meet

your standard and oblige thereby.

Yours faithfully,

Md. Riad Shahriar Riaz

Class ID: 1007029

Session: 2010-11

Registration no: MKT- 600081

Department of Marketing

Bachelor of Business Administration (BBA)

Comilla University.

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Acknowledgement

I would like to express my profound gratitude to all those who have been instrumental in the

preparation of this internship report. I wish to place on records, my deep gratitude for the support,

direction, and supervision in every aspect from, Airtel officials, my faculty, and friends.

First of all, I feel proud to express my deepest sense of gratitude to my honorable supervisor Dr.

Mohammad Amzad Hossain Sarker, Associate Professor and Chairman, Department of

Marketing, Comilla University with superb helping tendency especially his scholastic guidance,

constructive criticism and untiring help for successful completion of this internship program and

writing this report.

I would also like to show my utmost gratitude to all the officials of Airtel Bangladesh limited;

especially the teams that I have worked in and all the others teams in the Marketing function. I

would like to mention the name of Md. Forhad Hossain (Zonal Business Manager, Comilla Zone)

for facilitating me with all the internal information that helped me to prepare the company

overview and industry analysis; the information that I as an intern had no access to. I cannot but

mention Shiba Shankar Dey (Territory Manager, Comilla-12 Distribution House) with utter

thankfulness for his grateful support by providing information of his territory.

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Executive Summary

Airtel Bangladesh limited is one of the fastest growing mobile phone company in Bangladesh.

Although the market share of Airtel Bangladesh limited in Bangladesh is very low but it is the

three largest mobile phone operator all over the world. It is a great matter of interest that the market

growth rate of Airtel is very high comparative to other operators. It is operating its business in 21

countries. So it has better skills in this sector for providing better customer services. Airtel is trying

to satisfy its customer by providing best call rate than the others. It is the major marketing tools of

Airtel to capture the market and enhancing its market share. It is also providing low priced internet

packages to capture the young generation who are the most user of internet connection. Its targeted

customer group is the young generation in all sector and for that reason its slogan is also “Bondhu

Chhara Life Impossible”.

Some problems are facing by the customer of Airtel users, such as network problem, unwanted

SMS, lack of proper steps for fastest growing of 3G. Airtel is trying to solve these problem in a

priority basis. So hopefully it will solve all the problems in a short time and make customer

satisfaction better then present scenario. I hope my report will provide some important

recommendations for Airtel which will help it to providing better customer services and gaining

high customer satisfaction. In my report I tried my level best to find out its strengths, weakness,

opportunities, Threats etc. Anyone can get a vast knowledge about Airtel and its activities from

my report and can find himself why he will use Airtel connection.

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Table Of Content

Chapter Topics Page No.

1 Introduction 1-10

1.1 Introduction of the report 1-8

1.2 Problem Statement 8

1.3 Research Objective 9

1.4 SWOT Analysis 9-10

2 Literature Review 11-18

2.1 Description Of the Topic 11-15

2.2 The references for the literature review used for the problem 16-18

3 Research Methodology 19-22

3.1 Origin of the Report 20

3.2 Objectives of the Study 20

3.3 Significance 20

3.4 Scope of the Study 21

3.5 Methodology 21

3.6 Questionnaire Design 21

3.7 Sample 22

3.8 Limitations 22

4 Findings & Analysis 23-34

4.1 Findings 24-33

4.2 Analysis Of Customer Attitude 34

5 Conclusion and Recommendations 35-37

5.1 Respondent’s opinion and suggestion 36

5.2 Recommendations 36

5.3 Conclusion 37

References 38

Appendix 39-40

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Chapter One

Introduction

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1.1 Report on the organization:

Bharti Airtel, a leading telecommunications service provider with operations in 21 countries across

South Asia and Africa, Headquartered in New Delhi, India, moved up one notch in the world wide

ranking to be the third largest mobile operator in the world in terms of subscribers. At the end of

the quarter ended June 2015, the Company had over 303 million mobile subscribers across its

operations.

Airtel Bangladesh Ltd. formerly known as Warid Telecom, is a GSM and 3G based cellular

operator in Bangladesh. Airtel is the sixth mobile phone carrier to enter the Bangladesh market,

and originally launched commercial operations under the brand name Warid on May 10, 2007. In

2010, Warid Telecom sold a majority 70% stake in the company to India's Bharti Airtel Limited

for US $300 million. The Bangladesh Telecommunication Regulatory Commission approved the

deal on Jan 4, 2010. Bharti Airtel Limited took management control of the company and its board,

and rebranded the company's services under its own airtel brand from December 20, 2010. In

March, 2013, Warid Telecom sold its rest 30% share to Bharti Airtel’s Singapore-based concern

Bharti Airtel Holdings Pte Limited.

It is one of the fastest growing mobile services providers in Bangladesh and is a concern of Bharti

Airtel Limited, a leading global telecommunications services provider. The company offers a wide

array of innovative mobile services, including voice, value added services, data and m-commerce

products and is focused on expanding its state-of-the-art mobile network both for coverage and

capacity.

With a customer base of more than 8 million, Airtel Bangladesh is the most preferred youth brand

of the country that thrives on excellent data service. And data experience with Airtel will only be

better when the company will introduce its array of 3G services. To make customers’ lives easier

Airtel Bangladesh has Doorstep Service by which customers can enjoy all kinds of service at their

preferred place. M-Commerce opened a new horizon in money transfer that gives Airtel customers

the freedom to send money to their dear ones instantly from their mobile. Through M-health,

customers can now reach professional doctors over phone 24/7 and get basic treatment.

To enrich the lives of the customers Airtel has 7 Airtel Experience Centers (AEC) and 77 Airtel

Relationship Centers (ARC) across the country and our corporate office is situated in Banani

(house 34, Road 19/A), Dhaka 1213, Bangladesh.

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The competitors in the market will reveal the following companies-

o Grameenphone/Telenor Bangladesh Ltd. Branded as Grameenphone

o Orascom Telecom Ltd. Branded as Banglalink

o Axiata Bangladesh Ltd. Branded as Robi

o Teletalk Bangladesh Ltd. Branded as Teletalk.

o Pacific Bangladesh Telephone Ltd. Branded as Citycell

The total number of Mobile Phone subscriptions has reached 126.866 million at the end of June

2015, the number of mobile phone user is increasing rapidly day by day. In starting of the analysis

of the companies in the telecommunication sector in Bangladesh a list of percentage of the

companies is stated below. This list will represent the comparison as well the positions of the

companies in the current market scenario of the telecom industry of Bangladesh.

Company Name Subscribers Market Share (%)

Grameen Phone Ltd.

(GP)

53.129 41.88%

Banglalink Digital

Communications Limited

32.224 25.40%

Robi Axiata Limited

(Robi)

27.368 21.57%

Airtel Bangladesh

Limited (Airtel)

8.743 6.90%

Teletalk Bangladesh Ltd.

(Teletalk)

4.216 3.32%

Pacific Bangladesh

Telecom Limited

(Citycell)

1.187 0.94%

Total 126.866 100%

Table: Market Share (%) of the Competing Telecom companies in Bangladesh

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Organization Profile In Brief:

Type Private

Industry Telecommunication

Predecessor Warid Bangladesh

Founded December 2, 2010(Registration

date)

Headquarters House 34, Road 19/A, Banani,

Dhaka 1213, Bangladesh

Key people Mr. Prasanta Das Sarma (CEO and

MD), Rajnish Kaul (COO), Mr.

Ashraful H. Chowhdury (CCAO)

Products Telephony, EDGE, GSM,

HSPA+/3G

Operating income ₹21.771 billion (US$340 million)

(2010)

Net income ₹18.282 billion (US$290 million)

(2010)

Total assets ₹856.142 billion (US$13 billion)

(2010)

Total equity ₹502.603 billion (US$7.8 billion)

(2010)

Note: All figures include

Bangladesh, India and Sri Lanka

operations

Parent Bharti Airtel (100%)

Slogan Bondhu Chhara Life Impossible

Website bd.airtel.com

Information source: Wikipedia

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1.1.1 The meaning of logo and making of the name AIRTEL:

A I R

Airtel believes in enthusiasm, strength and cheerfulness and so their logo is called 'The Wave' and

was created by creative agency JWT. The logo is a representation of the 'a' in 4th word airtel. The

curliness of the shape and the highlights of the red color make it warm and inviting. Moreover the

name Airtel includes alive, inclusive and respectful and of course it is in terms of their service in

the telecom industry. The logo and the color itself reflect how much the company is dedicated to

serve the customers with their utmost eagerness and enthusiasm. Since red is the color of life and

eagerness the entire strategy of being service oriented and lively altogether help targeting the youth

with their most attracting marketing activities and such a meaningful logo.

1.1.2 Background History Of Airtel:

The Dhabi Group is a multinational company based in the UAE, which was the first to set up

business of Warid (present Airtel) in Bangladesh in 2006. It owns and operates a wide range of

business concerns that are spread across 3 different continents. It has a diversified business interest

in the institutions that have enjoyed commercial success as a result of its strong financial resources

and extensive management expertise.

Airtel Bangladesh takes pride in being backed by the Abu Dhabi Group, one of the largest groups

in the Middle East. It is currently operational in Bangladesh and Pakistan, while it is also setting

up its business in almost in 20 countries. Within the markets Airtel is already operating, it has

quickly developed a large customer base and established itself as one of the leaders of telecom

service sector.

1.1.3 Customer Care Center: AEC, ARC, & ASC:

Most of the problems of the subscribers are solved by the helpline service. But there are some

problems that cannot be solved over the telephone conversation. Subscriber need to appear

physically to deal with those problems. Airtel has six customer care centers around the country,

which is known as ―Airtel Experience Center (AEC), located at key locations. These centers are

directly run by Airtel itself. Airtel has more than two hundred outlets spread across Bangladesh,

the largest chain of retail outlets in the country, which is further backed up by a chain of sub-

dealers, affinity partners & distributors. Dealer outlets are known as ―Airtel Relationship Center

(ARC). Bill payment, address change, SIM replacement, new connection, scratch cards and

Inclusive Alive

Respectful

Airtel

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sometimes mobile sets are sold at these outlets. Bill collection for postpaid users and ―Easy Load,

top up for pre-paid users can also be availed at the franchises. These franchises directly appoint

dealers and sub-dealers in their designated areas.

Furthermore, Airtel also has more than four thousand ―Airtel Service Center (ASC) around the

Bangladesh. This service center handles the customer services, for instances, SIM replacement,

new connection, prepaid recharge, postpaid bill payment and other customer queries. These after

sales services are very crucial to keep the customer informed and satisfied regarding Airtel.

1.1.4 Mission of Airtel Bangladesh

Establish and sustain as a customer centric organization.

Continuously develop, motivate and empower our people.

Provide high quality and innovative communication services, through state of the art

infrastructure and a team of professionals.

Achieve profitable growth for all our stakeholders.

1.1.5 Vision of Airtel Bangladesh

To become the essential communication provider in Bangladesh of high quality voice and

innovative data services by offering affordable products and services to all market segments and

to become an integral part of their everyday lives.

Airtel Bangladesh’s brand values include:

Simplicity

Honesty

Innovation

Quality

Dynamic

Friendly

1.1.6 Objectives of the Airtel Bangladesh

The company has several objectives to fulfill the demand of the customers.

Provide easy access to telephone in rural Bangladesh.

Introduce a new system of communication for villagers.

Bring the information revolution to the villages and prove that telecommunication is the

greatest weapon against poverty.

Provide different range of services to the customers.

Fulfill the customers’ satisfaction.

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Take Airtel Bangladesh service to that height where for anyone, having a cell phone would mean

having an Airtel Bangladesh connection.

1.1.7 Policies of Airtel Bangladesh

Airtel Bangladesh believes in working with strategic partners and employees for long term

relationships. As a consequence of the above Airtel Bangladesh is looking for the following to

deliver its vision:

Strategic vendors and partners to assist in rolling out these services in a timely and efficient manner

with a focus on turnkey solutions and premium propositions; Strong partners to assist in launching

these services and creating effective sales & marketing / business development opportunities for

all to operationally and financially gain; Consultants and experts to help deliver this vision; Well-

rounded employees who wish to become part of this adventure.

1.1.8 Goal

Airtel Bangladesh’s goal is to have satisfied customers and the only way to achieve that is by

providing quality services.

1.1.9 Airtel Mela:

As I work in Airtel as an intern for three months I have gathered knowledge about its Mela activity

which is the major tools for selling new connection. It performs 3 types of Mela.

These are:

1. Brand Promotion

2. Canopy activity

3. Van Activity

1.9.1 Brand Promotion (BP): It is two type. 1) Rural BP 2) Urban BP. A brand promoter

works for this. If he works in rural area he is called Rural BP, and if he works in Urban

Ares he is called Urban BP.

1.9.2 Canopy activity: A runner has to be appointed to sell SIM in a different place every

day under a retailer code with the assistance of the retailer.

1.9.3 Van Activity: In van activity the SIM seller sell SIM from a van in different places

in the street. Daily two events organized, one event is from 9 am to 2 pm and another is

from 2 pm to 8 pm. It is done in Low revenue sight. In comilla zone 2 van perform the van

activity, one in comilla and another in Noakhali.

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1.1.10 The Airtel New Look

An evolution that strengthens the Airtel identity while keeping the customers in focus. This time

Airtel used a more contemporary font & style to give a more approachable image. Airtel’s new

slogan is “be heard”. This new logo encompasses the expanding reach of Airtel not just in

Bangladesh but in an international footprint. With our strengthened GPRS/EDGE network we

would empower our customers to create their own life style networks.

1.1.11 Competitors:

The competitors of Airtel Bangladesh have increased as the growing demand of

telecommunication in our country. The major competitors are: Banglalink, Robi, Citycell,

Teletalk, Grameenphone.

1.1.12 Strategy of Airtel Bangladesh

Airtel Bangladesh’s basic strategy is coverage of both urban and rural areas. In contrast to the

“island” strategy followed by some companies, which involves connecting isolated islands of

urban coverage through transmission links, Airtel Bangladesh builds continuous coverage, cell

after cell. While the intensity of coverage may vary from area to area depending on market

conditions, the basic strategy of cell-to-cell coverage is applied throughout Airtel Bangladesh’s

network.

1.2 Problem Statement: During my three months internship time I find out some problem of Airtel which should be solve

as soon as possible to get better customer response. Some of these problems are very much

emergency to solve, some are less important. So these problem should be solved in less time

according to their emergence. These problems are as follows:

Due to the limited network coverage, high satisfaction among existing customers have

been a challenge.

Unavailability of 3G network all over the urban areas is a problem, because the customers

are searching high speed internet.

In the field sector the advertising is less which should be increase to get positive response

from the customer.

Some customer complaint that the service is not as well as they expect.

Sales Representative (SR) are not active in all market. So that the customer didn’t get

recharge, Cards, MB Cards, etc. in time when they required.

The offer which are offered to the customer, sometime they can’t provide with the

requirement of the customer. As a result sometime the customer did not get satisfied with

the offers.

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1.3 Research Objective:

The objective of the report is divided into two parts. They are specific and broad objectives. The

specific and broad objective of this report is given below:

1.3.1 Broad Objective: The broad objective of this report is to find out the customer satisfaction

level of Airtel prepaid customers.

1.3.2 Specific Objectives: The specific objectives are as follows:

To find out specific areas of satisfaction of Airtel prepaid users

To figure out specific areas of dissatisfaction of Airtel prepaid users

To know the overall satisfaction level of the customers

To figure out the Loyalty level and the reason of loyalty increase and decrease

To figure out possible improvement sectors to reduce dissatisfaction

1.4 SWOT Analysis

In order to find what are the strengths, weaknesses, opportunities and threats faced by Airtel

Bangladesh Ltd. How can they increase their market share in Bangladesh Cellular industry?

Following is the SWOT Analysis of Airtel Bangladesh.

1.4.1 Strengths of Airtel

o Superior product quality for customers

o Better customer relationship than competitors

o Extra features and services

o Committed and efficient staff

o Strong financial base

o Products innovations ongoing

o Good reputation among customers

o Good packages according to the target market

o Management is rational and understanding the situation

o Low price as compared to quality provided

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1.4.2 Weaknesses of Airtel

Less time in market as compared to major competitors

Less coverage as compared to major competitors

Less experienced employees than competitors

Not able to capitalize on start

1.4.3 Opportunities for Airtel

A developing market

Mergers, joint ventures or strategic alliances

Could develop new products

Extension to overseas

Decline of major competitors

Technologically better environment

New launches

More customers after re-launch

1.4.4 Threats for Airtel

Emerging companies in market

Unstable political conditions

High public expectations

Low prices of competing brands

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Chapter Two

Literature Review

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As my project area is to find out the customer attitude towards Airtel Bangladesh limited, I have

gone through different articles and journals published for telecom sector. I have also reviewed

various websites, research papers and text books to enrich my theoretical knowledge on retailer

perception level. It provides me with an idea about the current situation in terms of what has

been done, and what I know. Sometimes it includes suggestions about what needs to be done to

increase the knowledge and understanding of a particular problem.

4.1 Description Of the Topic:

Consumer attitudes are a composite of a consumer's (1) beliefs about, (2) feelings about, (3) and

behavioral intentions toward some object within the context of marketing, usually a brand or retail

store. These components are viewed together since they are highly interdependent and together

represent forces that influence how the consumer will react to the object.

Beliefs. The first component is beliefs. A consumer may hold both positive beliefs toward an

object (e.g., coffee tastes good) as well as negative beliefs (e.g., coffee is easily spilled and stains

papers). In addition, some beliefs may be neutral (coffee is black), and some may be differ in

valance depending on the person or the situation (e.g., coffee is hot and stimulates--good on a cold

morning, but not well on a hot summer evening when one wants to sleep). Note also that the

beliefs that consumers hold need not be accurate (e.g., that pork contains little fat), and some

beliefs may, upon closer examination, be contradictory (e.g., that a historical figure was a good

person but also owned slaves).

Feelings. Consumers also hold certain feelings toward brands or other objects. Sometimes these

feelings are based on the beliefs (e.g., a person feels nauseated when thinking about a hamburger

because of the tremendous amount of fat it contains), but there may also be feelings which are

relatively independent of beliefs. For example, an extreme environmentalist may believe that

cutting down trees is morally wrong, but may have positive affect toward Christmas trees because

he or she unconsciously associates these trees with the experience that he or she had at Christmas

as a child.

Behavioral Intention. The behavioral intention is what the consumer plans to do with respect to

the object (e.g., buy or not buy the brand). As with affect, this is sometimes a logical consequence

of beliefs (or affect), but may sometimes reflect other circumstances--e.g., although a consumer

does not really like a restaurant, he or she will go there because it is a hangout for his or her friends.

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Attitude-Behavior Consistency. Consumers often do not behave consistently with their attitudes

for several reasons:

Ability. He or she may be unable to do so. Although junior high school student likes pick-

up trucks and would like to buy one, she may lack a driver’s license.

Competing demands for resources. Although the above student would like to buy a pickup

truck on her sixteenth birthday, she would rather have a computer, and has money for only

one of the two.

Social influence. A student thinks that smoking is really cool, but since his friends think

it’s disgusting, he does not smoke.

Measurement problems. Measuring attitudes is difficult. In many situations, consumers

do not consciously set out to enumerate how positively or negatively they feel about

mopeds, and when a market researcher asks them about their beliefs about mopeds, how

important these beliefs are, and their evaluation of the performance of mopeds with respect

to these beliefs, consumers often do not give very reliable answers. Thus, the consumers

may act consistently with their true attitudes, which were never uncovered because an

erroneous measurement was made.

Attitude Change Strategies. Changing attitudes is generally very difficult, particularly when

consumers suspect that the marketer has a self-serving agenda in bringing about this change (e.g.,

to get the consumer to buy more or to switch brands).

Changing affect. One approach is to try to change affect, which may or may not involve getting

consumers to change their beliefs. One strategy uses the approach of classical conditioning try to

“pair” the product with a liked stimulus. For example, we “pair” a car with a beautiful

woman. Alternatively, we can try to get people to like the advertisement and hope that this liking

will “spill over” into the purchase of a product. For example, the Pillsbury Doughboy does not

really emphasize the conveyance of much information to the consumer; instead, it attempts to

create a warm, fuzzy image. Although Energizer Bunny ads try to get people to believe that their

batteries last longer, the main emphasis is on the likeable bunny. Finally, products which are better

known, through the mere exposure effect, tend to be better liked--that is, the more a product is

advertised and seen in stores, the more it will generally be liked, even if consumers to do not

develop any specific beliefs about the product.

Changing behavior. People like to believe that their behavior is rational; thus, once they use our

products, chances are that they will continue unless someone is able to get them to switch. One

way to get people to switch to our brand is to use temporary price discounts and coupons; however,

when consumers buy a product on deal, they may justify the purchase based on that deal (i.e., the

low price) and may then switch to other brands on deal later. A better way to get people to switch

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to our brand is to at least temporarily obtain better shelf space so that the product is more

convenient. Consumers are less likely to use this availability as a rationale for their purchase and

may continue to buy the product even when the product is less conveniently located. (Notice, by

the way, that this represents a case of shaping).

Changing beliefs. Although attempting to change beliefs is the obvious way to attempt attitude

change, particularly when consumers hold unfavorable or inaccurate ones, this is often difficult to

achieve because consumers tend to resist. Several approaches to belief change exist:

1. Change currently held beliefs. It is generally very difficult to attempt to change beliefs

that people hold, particularly those that are strongly held, even if they are inaccurate. For

example, the petroleum industry advertised for a long time that its profits were lower than

were commonly believed, and provided extensive factual evidence in its advertising to

support this reality. Consumers were suspicious and rejected this information, however.

2. Change the importance of beliefs. Although the sugar manufacturers would undoubtedly

like to decrease the importance of healthy teeth, it is usually not feasible to make beliefs

less important--consumers are likely to reason, why, then, would you bother bringing them

up in the first place? However, it may be possible to strengthen beliefs that favor us--e.g.,

a vitamin supplement manufacturer may advertise that it is extremely important for women

to replace iron lost through menstruation. Most consumers already agree with this, but the

belief can be made stronger.

3. Add beliefs. Consumers are less likely to resist the addition of beliefs so long as they do

not conflict with existing beliefs. Thus, the beef industry has added beliefs that beef (1) is

convenient and (2) can be used to make a number of creative dishes. Vitamin

manufacturers attempt to add the belief that stress causes vitamin depletion, which sounds

quite plausible to most people.

Change ideal. It usually difficult, and very risky, to attempt to change ideals, and only few firms

succeed. For example, Hard Candy may have attempted to change the ideal away from traditional

beauty toward more unique self-expression.

Nature Of Attitudes. Consumer attitude can be better explained by understanding the nature

and characteristics of attitude. Attitudes are composed of three components, viz, a knowledge or

cognitive component, a feeling and affect component and a behavioral and conative component.

In terms of consumer learning, the attitude would express a consumer’s feeling of like or dislike

about a product or service offering and the marketing mix. The knowledge component is reflected

in the learned knowledge that a consumer obtains from his interaction with others as well as his

own experiences. The feeling component is reflected in his evaluation, and the resultant feeling of

favorableness and unfavorableness. The behavioral component is reflected in the predisposition to

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act (purchase) based on the evaluation. Based on this explanation, the nature of attitudes can be

elaborated as follows:

1. Attitudes are directed towards an object (product/service offering, price, store, dealer,

promotion, advertisement etc.) about which a consumer has feelings and beliefs.

2. Attitudes have a direction; they could be positive or negative. A consumer could possess

feelings of like/dislike, favorableness and unfavorableness towards a product or service as

well as the mix. They vary in degrees and intensity, and can fall anywhere along a

continuum from very favorable to very unfavorable.

4. Attitudes are a learned predisposition. Attitudes are learned; they are formed as a result

of i) self-experiences with the product/service offering and the mix; ii) interaction with

other people, be it family, friends, peers and colleagues; iii) information obtained from the

marketer through promotion particularly advertisements as well as dealers and salespeople.

Attitude formation as a process is impacted by needs and motivation, perception as well as

learning.

5. Attitudes cannot be observed directly. While attitudes are comprised of three

components, behavior is just one of them. It is only this component that can be seen; the

cognitive and affect components cannot be seen. Thus it is said that attitudes cannot be

seen; they can only be inferred from the manner in which an individual behaves. Thus, we

can infer that a person who buys Colgate Total toothpaste and disregards Pepsodent has a

positive attitude towards Colgate.

6. While attitudes can be inferred from our behavior, it is not synonymous to behavior. It

has two other components, and reflects a learned predisposition to act favorable or

unfavorable towards a product and service offering and the mix.

7. Attitudes are situation specific; they occur within a situation. Sometimes depending

upon the situation, a consumer may exhibit a behavior that may be inconsistent with his/her

attitude. He may prefer to buy Pepsodent over Colgate because the former is on a sales

promotion and gets him a free toothbrush.

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4.2 The references for the literature review used for the problem are:

Seth et al (2008) analyzed that there is relative importance of service quality attributes and showed

that responsiveness is the most importance dimension followed by reliability, customer perceived

network quality, assurance, convenience, empathy and tangibles.

Liu (2002) found that the choice of a cellular phone is characterized by two attitudes: attitude

towards the mobile phone brand on one hand and attitude towards the network on the other.

Samuvel (2002) observed that most of the respondents consider size, quality, price, instrument

servicing are an important factors for selecting the handset while majority of the respondents are

satisfied over the payment system, quality of services, coverage area and the process of attending

the complaints regarding their mobile service provider.

Nandhini (2001) examined that attitude of the respondents using cell phones was not influenced

by either education or occupation and income.

Kalpana and Chinnadurai (2006) found that advertisement play a dominant role in influencing the

customers but most of the customers are of opinion that promotional strategies of cellular

companies are more sale oriented rather than customer oriented.

Haque et al (2007) suggested that price, service quality, product quality & availability, and

promotional offer play a main role during the time to choose telecommunication service provider.

Mukesh (2011) in their study analyzed that majority of the respondents have given favorable

opinion towards the airtel brands but some problems exist that deserve the attention of the airtel

customer. They need to bridge gap between the product promised and product offered. The overall

customer’s attitude towards airtel brands is that they are satisfied with the existing brands but still

they want more brands to be provided.

Sumesh (2012) in his Study analyzed that it is the youth which is the real growth driver of the

technology industry in India. Considering this fact the paper is an attempt to gives as naps hot of

how frequently young people use their airtel for several embodied functions of the airtel.

Tsang et al, (2004), "Consumer Attitudes Towards Mobile Advertising: An Empirical Study". The

rapid proliferation of mobile phones and other mobile devices has created a new channel for

marketing. The use of Short Messaging Service to access customers through their handheld devices

is gaining popularity, making the mobile phone the ultimate medium for one-to-one marketing.

The present research investigates consumer attitudes toward mobile advertising and the

relationship between attitude and behavior. An instrument for measuring attitudes toward mobile

advertising is developed. The results of a survey indicate that (1) consumers generally have

negative attitudes toward mobile advertising unless they have specifically consented to it, and (2)

25

there is a direct relationship between consumer attitudes and consumer behavior. Thus it is not a

good idea to send SMS advertisements to potential customers without prior permission.

An attitude is an enduring combination of cognitive, emotional, and behavioral processes (Neal,

Quester and Hawkins, 2004) or mental states by which consumers structure the way they perceive

and respond to market environmental elements (Aaker, Kumar and Day, 1998) such as a retail

store, a television program, a product (e.g. a mobile phone), or a concept (e.g. advertising).

The behavioral component of an attitude is “the tendency of the attitude holder to respond in a

certain manner toward an object or activity” (Neal et al, 2004). Research (e.g. Scharl, Dickinger

and Murphy, 2005; Tsang, Ho and Liang, 2004) drawing on the Theory of Reasoned Action (Ajzen

and Fishbein, 1980), found positive relationships between attitudes, intention, and behavior

associated with mobile advertising.

Tsang and Liang (2004) also found that consumers have generally negative attitudes toward mobile

advertising unless they have specifically consented to receive the advertising messages. Fishbein’s

attitude theory proposes that an attitude towards any object is a function of an individuals’ beliefs

about the object and the evaluative aspects of those beliefs (Fishbein, 1967). Fishbein’s theoretical

exposition of the causal basis of attitudes, have stimulated much of the attitude research in

marketing and is frequently used (MacKenzie, Lutz and Belch, 1986; Mitchell and Olson, 1981;

Ducoffe, 1996).

The salient beliefs mediate the marketing variable’s effect on attitude, attitude in turn mediates the

subsequent effects on a specific behavioral intention such as buying a product (Andersson and

Nilsson, 2000). Consumer attitudes toward advertising in general have long been found to be

negative, Zanot, for instance, found that attitudes toward advertising became increasingly negative

after the 1970s , early surveys of consumer attitudes revealed somewhat positive results (Tsang et

al, 2004). Many advertising researchers have proved the positive relation between attitude towards

the individual ad and hierarchy of effects (Bruner & Kumar, 2000).

Previous research also shows that the attitude towards the ad is partly explained by attitude to the

context in which the advertising is processed (Andersson and Nilsson, 2000). An extensive survey

of SMS advertising in the UK reveals that SMS advertising is considered as acceptable as TV and

radio advertising if it is delivered by a trusted source. Consumers are willing to (attitude toward)

receive several SMS campaigns per week, but they fear that spamming might occur (Enpocket,

2002).

Philip Kotler (2008), observed that satisfaction is a person's feelings of pressure or disappointment

resulting from product's perceived performance (outcome) in relation to his or her expectations. A

26

customer is satisfied when an offering performs better than expected and is dissatisfied when

expectations exceed performance (Bolton, 1998). Similarly, customers have expectations with

regard to the behavior of service employees, when these are exceeded, the level of customer

satisfaction with the service provider is positively influenced (Thurau, 2004). Service encounter

play a prominent role in customer satisfaction (Suprenant and Solomon 1987). Customer

satisfaction is influenced by overall quality, price, expectations (Anderson, 1994; Fornell et al.,

1996) firm image (Aga, 2007) and persons desires (Spreng, 1996).

27

Chapter Three

Research

Methodology

28

3.1 Origin of the Report

This report is a partial requirement of the BBA program. Assigned by the institutional Supervisor

Dr. Mohammad Amzad Hossain Sarker, Associate Professor, Department Of Marketing, Comilla

University, on August, 2015. I prepared this report as a part of my study.

3.2 Objectives of the Study

Internship is a part of the course-outline of BBA program and it is mandatory. Internship is a source

of good learning and it is a basic element of a student’s career which applies the theoretical

knowledge into practical work. Internships are a great way to learn about an occupation and get

work experience at the same time. Internship enables a person to develop his skills and abilities

that are directly applicable to his career. Internships give an insight from a student’s career to a

professional career. I wanted to see for myself whether my academic progress relates to official

work or not, and so it lead me to Airtel Bangladesh.

Airtel Bangladesh because it is a Multinational dynamic organization with a powerful culture that

allows people to make the most of their skills, personality and career. I developed such knowledge

and skills which directed to my career. The internship program at Airtel Bangladesh is designed

in such a way that it ensures maximum learning in ones chosen career area and provides the person

with an insight into the company, work and people.

3.3 Significance

During my academic years in the BBA program I got exposed to many terms which are applicable

in a professional career. From the beginning of my degree I was taught about the organizational

structures, organizational hierarchy (chain of command) etc. At Airtel Bangladesh I got a chance

to experience my studious learning in relation to practical work. I became a part of the

organizational hierarchy as I had to report to my supervisors and they had to report to their

supervisors. A chain of command followed from the Manager through the Executives to the

Internees.

At Airtel Bangladesh I observed that an employee is hired through a proper recruitment and

selecting process and his training takes place on the bases of his job which enhances his

knowledge, skills and abilities. An employee is retained by providing him with perks, incentives

and benefits. All the employees of Airtel Bangladesh are given medical benefits, mobile phone

and transport facility when required to perform an official task. Human Resource planning is a

road map used to carry out an activity, everything is accurately planned in Airtel Bangladesh so

that the results can be perceived and accuracy can be achieved.

29

3.4 Scope of the Study

This report renders a close analytical look at the Airtel Bangladesh with main focus and emphasis

on training and development of Airtel Bangladesh. The report is written from the point of view of

Airtel Bangladesh Ltd.

3.5 Methodology

The business research used in this report is descriptive nature. Through this descriptive research

this report seeks to determine the answers to who, what, where and how questions of the Airtel

Bangladesh Ltd. Secondary data analysis was selected as the basic research method.

3.5.1 Data Collection

Data for this report has been extracted mainly from secondary sources, as well as primary sources

by conducting depth interview.

3.5.2 Source of Secondary data

Majority of the secondary data was obtained from the Marketing Department of Airtel Bangladesh

Ltd. Annual reports of the mobile operators, their official web sites, reports done on the

telecommunication sectors and information obtained from the Internet.

3.5.3 Data processing and analysis

Collected information was processed with the aid of MS Excel computer Software. Detailed

analysis, working variables, variables and working definitions are incorporated in the report.

3.6 Questionnaire Design

I was asked to conduct a field survey among only the Airtel subscribers since the project was to

assess their attitude towards the services of Airtel. For that purpose, I had to keep the questions

easily communicable and recordable. Before starting the survey I had sit and discussed with all the

members of VAS (especially the on-field supervisor) to finalize the questionnaire.

30

3.7 Sample

I have conducted my research through field Survey. For this survey, I have randomly picked 60

samples of the Airtel subscribers. As my research is to find the attitude Level of the subscribers

on overall Services of Airtel, therefore all the Airtel subscribers are my theoretical research

population. For more accurate outcome, it is appropriate to pick samples randomly from the whole

Airtel subscriber base and so I took the sample size of 60. In order to complete the purpose, survey

is the most convenient way and I conducted a survey to get the appropriate result.

3.8 Limitations

The major limitation factor for this report was primarily the reluctance and strict adherence to

confidentiality maintenance attitude shown by the officials of mobile operator. Respondents are

also not willing to share information. Most of the calculations had to be made taking Airtel

Bangladesh’s figures as the industry average. Most of the relevant literature and study materials

on the telecom sector were not updated, and no comprehensive in depth study on the cellular

industry could be found. The analysis and future projections were computed with the simplified

trend analysis by MS Excel Use of other professional of statistical software would generate reports

with higher level of precision and lower standard deviation.

31

Chapter Four

Findings & Analysis

32

The questionnaire that was designed for identifying the Customer Satisfaction on the Value Added

services contains 19 different questions. The first few questions and their analysis give an idea

about the demographical information about the sample population. The second part of the

questionnaire elaborates the information that is related to the customers’ opinion about the quality

of the VAS and their attitude towards the services. Last but not the least the third part of the

questionnaire describes along with the second part about the consumer satisfaction broadly. Upon

elaboration of the findings the attitude level of the customers will be clearer. All the findings are

discussed in tabulation, percentage and graphical analysis and their interpretation.

The first five findings of the questions give answers and an overview of the demographical

condition of the sample population. Interpretation and graphical representation of the most

important finding along with a total demographical analysis has been discussed elaborately below

for a better understanding.

4.1.1 Finding 1 (Gender):

Frequency Percentage Cumulative

Percentage

Valid

Male 38 63% 63%

Female 22 37% 100%

Total 60 100%

Table 1: Gender Analysis of the Sample Subscribers

Interpretation: The above table shows the statistics of the sample’s gender. Here, among all the

60 respondents 38 are male and rest of the 22 respondents are female which clearly states that 63%

of the sample population is male and 37% is female. Both the genders have been considered here

to assess their satisfaction about the Value Added Services of Airtel Bangladesh Ltd.

Graphical Representation of Data:

38

22

Male Female

Gender Analysis

Figure 1

33

4.1.2 Finding 2 (Age):

Table 2: Age Analysis of the Sample Subscribers

Interpretation: From the above table, it is seen that among the 60 respondents 23% are below the

age of 21, 28% of them have their age between 21-25, there are 25% respondents between the age

limit of 26-30. 12% of the respondents belong to the age group of 31-35 and the rest of the 12%

are 36 years old or have their ages more than 36. From the above statistics, if we give a look to the

cumulative percentage then it can be said that, most of the respondents that is 76% from 100%

belong to the age group of 21-30. It can be easily inferred that the young generation prefer Airtel

more than the middle-aged one. A graphical representation has also given below for better

understanding.

Graphical Representation of Data:

0

2

4

6

8

10

12

14

16

18

Below 21 21-25 26-30 30-35 36- Above

Age Analysis

Figure 2

Frequency Percentage Cumulative

Percentage

Valid

Below 21 14 23% 23%

21-25 17 28% 51%

26-30 15 25% 76%

30-35 7 12% 88%

36- Above 7 12% 100%

Total 60 100%

34

4.1.3 Finding 3 (Profession):

Frequency Percentage Cumulative

Percentage

Valid

Student 34 56% 56%

Business 7 12% 68%

Service 12 20% 88%

Teacher 5 9% 97%

Others 2 3% 100%

Total 60 100%

Table 3: Profession Analysis of the Sample Subscribers

Interpretation: In the above mentioned table there are 5 categories that were considered as the

professions of the sample subscribers. The categories are as we can see Students, Business,

Service, Teacher and Others. From the statistics it can be concluded that majority of the sample

subscribers are students that is 56%. 12% of the respondents are businessman and 20% are

involved in different services. The rest of the 9% and 3% respondents have their professions as

teacher or other activities such as doctors and lawyers.

Graphical Representation of Data:

57%

12%

20%

8%3%

Profession Analysis

Student

Business

Service

Teacher

Others

35

4.1.4 Finding 4 (Monthly Expenditure on Mobile):

Valid

Cost Frequency Percentage Cumulative

Percentage

0-100 28 47% 47%

100-300 15 25% 72% 300-500 10 17% 89% 500-1,000 5 8% 97% 1,000- Above 2 3% 100% Total 60 100%

Table 4: Monthly Expenditure on Mobile Phone Analysis of the Sample Subscribers

Interpretation: There are five categories in the section of monthly expenditure on mobile phone to

identify with usage pattern of the telephone services. The results in this section show that 47% of

the total respondents spend up to BDT 100 for mobile phone usage every month. In the category

of BDT 100-300 there are 25% of the respondents. 17% of them have their expenditure in the

range of BDT 300-500 and only 8% spend between BDT 500-1,000 per month for mobile phone

usage. Only 3% of the total sample population spends more than BDT 1,000 on their mobile phone

every month. So from the table it can be supposed that the highest usage rate is in the range of

BDT 0-100 who are mostly students. The biggest amount user are mostly business person and

VIP’s.

Graphical Representation of Data:

0

5

10

15

20

25

30

0-100 100-300 300-500 500-1,000 1,000- Above

Monthly Expenditure Analysis

Figure 4

36

4.1.5 Finding 5 (Use Airtel Connection As):

Frequency Percentage Cumulative

Percentage

Valid

No Comment 3 5% 5%

Primary 18 30% 35%

Secondary 39 65% 100%

Total 60 100%

Table 5: Use of Airtel as Mobile Connection

Interpretation: It can be seen from the above table that 65% of the respondents use Airtel SIM as

secondary mobile connection whereas 30% of the sample people use it as their primary SIM cards.

While conducting the survey there were no comments found from 5% of the respondents as they

did not have to say anything about this particular issue.

Graphical Representation of Data:

No Comment

Primary

Secondary

Use Airtel As

No Comment Primary Secondary

37

4.1.6 Finding 6 (Why Use Airtel Connection):

Frequency Percentage Cumulative

Percentage

Valid

Network

Coverage

0 0% 0%

Preferable Tariff

Rate

28 47% 47%

Brand Value 7 12% 59%

Preferable

Packages

20 33% 92%

Wide Range of

VAS

5 8% 100%

Total 60 100%

Table 6: Reasons for Using Airtel as Mobile Connection

Interpretation: The above table represents the reasons behind using an Airtel connection. From

the survey, it has been seen that most of the subscribers (47%) use Airtel for preferable tariff rates.

7 of the total 60 respondents use the Airtel connection for the BRAND name of it; 20 of the 60

respondents use Airtel for the preferable packages that it offers and 8% of the respondents prefer

Airtel because of it wide array and diversity in the Value added services. And for none of the

respondents network coverage is the reason behind using an Airtel connection. So, analyzing the

above table, it can be said that, Airtel is more in use for its preferable tariff rates and packages

along with the wide range of both common and unique Value Added Services.

Graphical Representation of Data:

0

28

7

20

5

0 5 10 15 20 25 30

Network Coverage

Preferable Tariff Rate

Brand Value

Preferable Packages

Wide Range of VAS

Reasons for Using Airtel

Figure 6

38

4.1.7 Finding 7 (Likeliness of Switching the Service Provider):

Valid

Frequency Percentage Cumulative

Percentage

Very Unlikely 4 6% 6%

Unlikely 11 19% 25%

Neutral 31 52% 77%

Likely 8 13% 90%

Very Likely 6 10% 100%

Total 60 100%

Table 7: Likeliness of Switching The Current Service Provider

Interpretation: From the above mentioned table we can see that 6% respondent have less

possibility of switching the current service provider that they are using. 52% of the sample

population remains neutral on this matter for not being sure whereas 19% possess their opinion on

unlikely to switch their service provider. On the other hand, 13% are likely to switch and 10% are

very likely to switch the brand they are using as their service provider.

Graphical Representation of Data:

0

5

10

15

20

25

30

35

Very Unlikely Unlikely Neutral Likely Very Likely

Likeliness of Switching The Current Service Provider

Figure 7

39

4.1.8 Finding 8 (Usage of Airtel for wide range of VAS):

Frequency Percentage Cumulative

Percentage

Valid

No 37 62% 62%

Yes 14 23% 85%

Sometimes 9 15% 100%

Total 60 100%

Table 8: Usage Analysis of Airtel for Wide Range of VAS

Interpretation: Airtel provides the subscribers with the highest range of Value Added Services

among all the telecom operators in Bangladesh. So, it was also a crucial part of the study to assess

whether the Value Added Services have satisfactory impact on the purchase decision and usage of

Airtel connection. From the above table, it can be seen that maximum subscribers do not use Airtel

only or primarily for the Value Added Services. Here we can see 62% of the total sample

subscribers negatively responded which means, they do not use Airtel for the VAS and only 23%

said that they use Airtel for this particular reason. On the other hand, 15% respondents said they

sometimes keep this thing in mind while purchasing an Airtel connection.

Graphical Representation of Data:

62%23%

15%

Usage Analysis Of Airtel For Wide Range Of VAS

No Yes Sometimes

40

4.1.9 Finding 9 (Satisfaction on the Pricing of Airtel):

Valid

Frequency Percentage Cumulative

Percentage

Highly Dissatisfied 6 10% 10%

Dissatisfied 13 22% 32%

Neutral 15 25% 57%

Satisfied 18 30% 87%

Highly Satisfied 8 13% 100%

Total 60 100%

Table 9: Satisfaction of the Sample Population on the Pricing of Airtel

Interpretation: Majority of the consumers are price sensitive in nature in most of the cases. As an

operator, it is therefore very important to verify the current price-sensitivity of the existing and

potential customers. This will help to make to services more worthwhile every time. Here, in this

study, it has been seen that, the bigger portion of the sample (30%) is are satisfied with the price

offered for the services which means they consider the money that they are paying is worthwhile.

13% are highly satisfied, 25% are indifferent about the price. Only 10% of the total population is

highly dissatisfied with the current charging and 22% are dissatisfied.

Graphical Representation of Data:

0

2

4

6

8

10

12

14

16

18

20

Highly Dissatisfied Dissatisfied Neutral Satisfied Highly Satisfied

Satisfaction on the Pricing of Airtel

Figure 9

41

4.1.10 Finding 10 (Best Service Provider in Bangladesh):

Frequency Percentage Cumulative

Percentage

Valid

Airtel 11 18% 18%

Grameenphone 30 50% 68%

Banglalink 10 17% 85%

Robi 5 8% 93%

Citycell 1 2% 95%

Teletalk 3 5% 100%

Total 60 100%

Table 10: Analysis on The Perception of The Best Service Provider in Bangladesh

Interpretation: Based on the survey conducted in the field, 18% of the sampled Airtel subscribers

prefers Airtel as the best service provider in the country, the biggest portion of the subscribers

which is the half (50%) still prefers Grameenphone as the most preferred service provider; 17%

goes with Banglalink and 8% with Robi as the most preferable service provider of Bangladesh.

2% of the total sample prefers Citycell and only 5% prefers Teletalk the most.

Graphical Representation of Data:

Airtel18%

Grameenphone50%

Banglalink17%

Robi8%

Teletalk5%

Citycell2%

Best Service Provider In Bangladesh

Airtel

Grameenphone

Banglalink

Robi

Teletalk

Citycell

42

4.2 Analysis Of Customer Attitude:

After analyzing the findings we can say that the customer attitude towards Airtel Bangladesh

limited is not either in positive or negative. It is existing in a neutral position in the mind of the

customer. If it can find out the problems and take immediate steps to solve the problems then it

can be able to gain a lot of positive customer attitude. Though in present market situation Airtel is

in 4th position where Grameenphone is in the 1st position although its growth rate is very fast. So

if it can provide better customer service then the others it can hold a good position in the market.

In present context customers are preferring Airtel mainly because of its lower call rates, low price

internet service, attracting packages, providing greater value Added Services, better customer

services etc.

43

Chapter Five Conclusion and Recommendations

44

5.1 Respondent’s opinion and suggestions

In the respondent‘s opinion and suggestions section, the respondents shared their valuable opinion

regarding Airtel services and those are given below accordingly:

Most of the respondents suggested airtel to upgrade its network coverage as soon

as possible.

Some respondents also suggested to:

o Stop sending unwanted SMS

o Reduce VAS tariffs

o Increase the validity for bonus talk time

o Offer attractive handset bundle package

5.2 Recommendations

The recommendation part of the project is prepared based on the research findings. By following

those recommendations, Airtel can decrease the dissatisfactions of the customers and thus earn a

sustainable, distinct competitive advantage to achieve more market share.

Airtel must upgrade the network coverage as early as possible. Since, the network

up gradation has not been finished yet Airtel should offer Miscall Alert service for free.

Customers understand that network improvement cannot be done overnight. But if miscall

alert service is offered at free of cost the existing customers may compromise with the

current situation and new customers may also wish to join Airtel. Thus, dissatisfaction may

reduce regarding network problem.

Airtel should not send unnecessary SMS to the subscribers. It makes the

customers annoyed when a SMS is received during working hours. SMS can be sent

on weekend, holidays, or in off-peak hour so that it does not make the

customers dissatisfied.

Internet is now an integral part of our life. Airtel internet service must be

developed reasonably so that people can use more of it.

Airtel must use advanced technology to improve the phone call quality, especially

the indoor call quality.

The tariffs of the value added service (VAS) can be reduced so that more people can use

VAS to enrich their moments.

Airtel offers enormous bonus talk time or SMS to the prepaid customers usable for short

time period.

Customers get dissatisfied when they find that validity of using bonus offer expires before it is

consumed. Therefore, Airtel should increase the validity date for the bonus talk time and SMS to

enhance the satisfaction level. People can afford to buy an Airtel connection with handset. Airtel‘s

new strategy of branding below the line must not be the only way of expanding their visibility.

Above the line efforts are equally required to be taken.

45

5.3 Conclusion

Regular market survey and analysis is a fundamental part of the Marketing department of any

organization. Especially in the telecom industry it is really important to analyze the problems and

expectations of the current subscribers. These studies also facilitate the operator with the planning

of new subscribers’ acquisition. As a part of the regular market survey, I carried out this study in

order to assess the satisfaction level of the consumers on Value Added Services, where the

developments are needed and how the problems can be solved to retain and acquire new customers.

The principal topic of this project was to find out the attitude level of the consumers’ of Airtel.

With the tabulation and analysis through graphs it has been shown that despite being satisfied with

the quality of the VAS, 10% respondents are very likely to switch the operator and despite being

highly dissatisfied, 6% respondents are indifferent about migrating to other operator.

Airtel is a telecom service providing company where customer satisfaction is both goal

and marketing tool. Today‘s customers in the telecom industry, where lots of offers are

available, are harder to satisfy. They are smarter, more price conscious, more demanding, less

forgiving and they are approached by many more companies with equal or better offers. The

challenge is not only to produce satisfied customers also to produce loyal and delighted customer.

This is competitive and customer driven market. It is high time for Airtel to satisfy and retain

its existing customers. As the mobile connection price, call charge, even the price of the

handset have been reduced due to technological advancement people of all income level are

started using cell phone. Nowadays, most of the students and the low income people are

deeply relying on Airtel because of the cheap cost. Hence, it has become inevitable for Airtel to

expand the network coverage soon for a sustainable future.

46

References

o For details information about Airtel. www.bd.airtel.com o Wikipedia Airtel Bangladesh - Wikipedia, the free encyclopedia. Retrieved February 10,

2014, from https://en.wikipedia.org/wiki/Airtel_Bangladesh.

o Wikipedia Bharti Airtel - Wikipedia, the free encyclopedia. Retrieved February 10, 2014,

from http://en.wikipedia.org/wiki/Bharti_Airtel.

o Mobile phone subscriber of Bangladesh. http://www.btrc.gov.bd/content/mobile-phone-

subscribers-bangladesh-june-2015.

o Consumer behavior, 10th edition, by Leon G. Schiffman & Leon G. Schiffman.

o Current market position information collected from http://en.wikipedia.org/wiki/

Telecommunications_in_Bangladesh.

o Forhad Hossain, ZBM, Airtel Bangladesh Limited, Comilla Zonal Office.

o Shiba Shankar Dey, Territory Manager, Airtel Bangladesh Limited, Comilla-12 (Sadar

Dakkhin, Barura, and Chouddagram upzila) Distribution house.

o Zafor Ahmed Liton, Manager, Airtel Bangladesh Limited, Comilla-12 (Sadar Dakkhin,

Barura, and Chouddagram upzila) Distribution house.

47

Appendix

1) Questionnaire for survey:

Customer Attitude Towards Airtel

Note: I am a student of Comilla University of Business Administration, conducting a survey and

hereby request you to fill up the questionnaire. The information provided by you will be kept

strictly confidential and will be used for academic purpose only.

Q1) Your Name: ………………………………..

Q2) You are: Male/ Female

Q3) What is your age?

o Bellow 21

o 21-25

o 26-30

o 31-36

o Above 36

Q4) What is your Profession?

o Student

o Business

o Service

o Teacher

o Others

Q5) Do you have a mobile phone?

o Yes

o No

Q6) which operator’s Service do you use?

o Airtel

o Grameenphone

o Banglalink

o Robi

o Teletalk

o Citycell

48

If you are using Airtel,

Q7) Use Airtel connection as:

o Primary

o Secondary

o No Comment

Q8) Why use Airtel Connection?

o Network Coverage

o Preferable Tariff Rate

o Brand Value

o Preferable Packages

o Wide Range of VAS

Q9) What is the best mobile phone service providing company according to your choice?

o Airtel

o Grameenphone

o Banglalink

o Robi

o Teletalk

o Citycell

Q10) Rate the following services on the basis of your satisfaction.

Excellent Very

Good

Good Fairly

Good

Average Poor

11 Network

12 Call Rates

13 SMS rates

14 New offers

15 Customer Care

16 Recharge outlets

17 Value Added Services

18 Level of satisfaction with Airtel

Q19) Give your suggestions to help in serve you better

………………………………………………………………………………………………………

………………………………………………………………………………………………………

………………………………………………………………………………………………………