tata report

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Chapter 1

INTRODUCTION

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INTRODUCTION

Theoretical Framework

Customer Satisfaction

The 21-century belongs to the service sector. The customer of yesteryear

was a silent person who uncomplainingly purchased the goods from the

market place. There is a new customer emerging today. Customer

satisfaction can be defined as, customer satisfaction is the feeling derived by

the consumer when he compares the actual performance of the products

with the performance that he expects of it.

The measurement of the customer satisfaction typically begging when a

company realizes that their customer s are the people who provide the

revenues that, hopeful, will cover expenses. Most companies start byestablishing a customer satisfaction baseline. Then they taegat year by year

improvement.

Understanding customer requirement and delivering superior quality goods

and services to achieve composer satisfaction lead to the retention and

growth of the customer.

General Idea about the satisfied customer :

Satisfaction is a personas feeling of the pleasure or disappointment. It is

resulting from comparing a products perceived performance with his or her

expectations from it. Satisfaction is more of an emotional concept. Today

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organization are aiming at high satisfaction rather then at customer delight

because customers who are just satisfied still find it easy to switch over

when a batter offers comes along. Those who are highly satisfied are muchless ready to switch over . high satisfaction or delight creates an emotional

bound with the brand and customer starts looking at an offering emotionally

and just rationally.

The aim of marketing is to meet and satisfy target customers needs and

wants but knowing customer is never simple. Customer may state their

needs and wants but act otherwise. They may not be in touch with their

deeper motivations. They may respond to influential to change their mind at

the last minute. Some of todays most successful companies are raising

expectation and delivering performances to match. These companies are

aiming at TCS- Total customer Satisfaction.

Increasing competition (whether for-profit or nonprofit) is forcing

businesses to pay much more attention to satisfying customers. In a

competitive marketplace where businesses compete for customers, customer

satisfaction is seen as a key differentiator and increasingly has become a key

element of business strategy.

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Customer Loyalty

These four factors will greatly affect your ability to build a loyalcustomer base:

Products that are highly differentiated from those of the competition.

Higher-end products where price is not the primary buying factor.

Products with a high service component.

Multiple products for the same customer.

Loyal Customers and Loyal Workforces

Building customer loyalty will be a lot easier if you have a loyal workforce-

not at all a given these days. It is especially important to retain those

employees who interact with customers such as sales people, technical

support, and customer-service people. Many companies give a lot of

attention to retaining sales people but little to support people.

The increasing trend today is to send customer-service and technical-support

calls into queue for the next available person. This builds no personal loyalty

and probably less loyalty for the firm. Before going this route, be sure this is

what your customers prefer.

Instant Feedback

Recently, many organizations have implemented feedback loops that allow

them to capture feedback at the point of experience. For example, National

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Express, one of the UK's leading travel companies invites passengers to send

text messages whilst riding the bus. This has been shown to be useful as it

allows companies to improve their customer service before the customerdefects, thus making it far more likely that the customer will return next

time.

Listen to your customers.

Is there anything more exasperating than telling someone what you want or

what your problem is and then discovering that that person hasnt been

paying attention and needs to have it explained again? From a customers

point of view, I doubt it. Can the sales pitches and the product babble. Let

the customer talk and show them that you are listening by making the

appropriate responses, such as suggesting how to solve the problem.

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TOOLS FOR TRACKING AND MEASURING CUSTOMSR

SATISFACTION

Complain and suggestion systems:

A customer centered organization makes it easy for its customer to deliver

suggestion and complaints. Many restaurants and hotels provide forms for

guests to report what they liked and disliked there. Some companies

establish hot lines whit toll-free telephone numbers. Companies are also

adding Web pages E-mail to facilitate two way communication

Satisfaction customer survey:

Studies show that although customer are dissatisfied with one out of every

four purchases, less than 5 percent of dissatisfied customer will complain.

Most customers buy less or switch over to other suppliers. Responsive

companies measure customer satisfaction directly by conducting periodicsurvey s. They send questionnaires or make telephone calls to a random

sample of recent customer.

Lost customers analysis:

Companies should contact customer who have stopped buying or who have

switched over to another supplier to learn why this happened. Not only it is

important to conduct exit interviws when customers first stop buying , but it

is also necessery to monitor the customer loss rate.

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PROMOTIONAL ACTIVITIES

Promotion is fundamentally a tool to help apprise consumers of products andservices available to them. However, promotional activities today include

various forms of advertising as well as promotional gimmicks such as

dirigibles at football games, coupons, and frequent flier miles. The goal of

promotion is no longer simply product awareness, but brand awareness,

product loyalty and even corporate image.

Many different promotions have come under criticism, particularly when

they are judged to be illegal or unfair. Bait-and-switch refers to the practice

of advertising one product at a low price, but having none of that product on

hand when consumers arrive to make the purchase. Conveniently, this

technique results in the seller having other, similar, more expensive products

available.

Putting aside the issue of promotional activities that are illegal, there remain

examples of promotions that may be unscrupulous, or perhaps merely

prejudicial. The potential for this arises when promotional activities are not

directly associated with the product or service that is ostensibly being

promoted. As an example, Virginia Slims sponsored a women's tennis

tournament for many years. The sport of tennis received the financial

backing, and the cigarette was associated with a popular sport and receivedconsiderable publicity as its name was mentioned in legitimate sports

coverage.

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http://www.lotsofessays.com/essay_search/promotional_activities.htmlhttp://www.lotsofessays.com/essay_search/Virginia_Slims.htmlhttp://www.lotsofessays.com/essay_search/promotional_activities.htmlhttp://www.lotsofessays.com/essay_search/Virginia_Slims.html


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SOME WELL KNOWN WAYS OF PROMOTIONAL ACTIVITIES:-

Notes of Testimonials it gives the user a clear idea of how/what hasbeen the feedback of previous users.

Press Releases of company/product.

Mention of awards/ social activity/ donations/ welfare activities.

Personalized features like address book, message boards, newsletter,

newsgroups, mailing lists, e-mail, free space, chat room, cool pages,job vacancy, links to various channels (news, stock/gold prices,

entertainment, sports, cultural)

Links to other sites respective to their field.

Ad-banners/ link exchange

Event promotion: taking advantage of upcoming festivals, concerts,events.

Promotional activities (gifts, discounts, free offers, coupons).

Multi Lingual site. If target audience is in other countries, than a website in that country's language becomes a must.

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Chapter 2

Objective of the study

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OBJECTIVES OF THE PROJECT

The objectives of this study/project as follows:

To study customer satisfaction level regarding the product and theproduct must be known.

To study customer satisfaction level regarding the value addedservices. the usage of the value added services is to be know by theorganization in order to implement new innovation in future services.

To study the customer satisfaction regarding the customer careservices and after sales service.

To study the benefits that the product was offering that thecompetitors were not offering and to study if the customer were

satisfied with the benefits

NEED OF THE STUDY

The present study is beneficial to TATA Teleservicesas it provides anintegrated compact and comprehensive report about response towardstelecomm sector in particular and overall organization activities in

general. It also helps the organization in analyzing the perception of

individuals towards communication business.

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SCOPE OF THE STUDY

The study was conducted in the city of LUCKNOW to find out thelevel of customer satisfaction of Tata users.

The scope of the study only was confined to find out customersatisfaction.

The studies proceed only on the prepaid customers of Tatacommunication.

The scope of the study covered an in-depth analysis of the satisfactionof the customer in the city of LUCKNOW.

The scope of the study is to analyze the brand preferences andconsumer perception.

The scope of the study is also to know, what the customer expect fromthe company and what they provide.

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PROMOTIONAL ACTIVITIES

Following Promotional Activities have been done:

Performed canopy activities and leaflet distribution for brandpromotion as well as product promotion.

Hired persons (male & female both) for A+ category outlet for thepromotion of product.

Leaflet distribution through newspapers.

Introduce GPRS pack to create demand in youngsters, eg. Rs. 10/daywith 2GB download.

Putting banners on autorikshaw for product promotion.

Launched Bangkok trip for retailer on SIM card sales targetachievement. (Target-1200 activation in two months; Bangkok trip

either Rs.30, 000.)

Started lucky draw for customer for every SIM card purchased.

Created achiever club for retailers, that club will give discount onauthorized restaurants and hotels in LUCKNOW.

For achiever club membership every retailer has to sale 200 Docomo SIM

card every month.

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LIMITATION

Geographical Constraints

Sample size was restricted to Jodhpur city as it was difficult toapproach people outside that because of time constraint. So sample

size was limited.

Improper decision- many respondent could not have sufficient time toanswer/ fill the questionnaire.

Inadequate information- some of the questions were not answered/filled properly or accurately.

Time limitation- we/ I had only 50 working days time for project itwas insufficient to reach every segment and prospect.

Limitation of the study

The study was limited to Tata docomo prepaid mobile user only.

The study was limited only to know the level of satisfaction of theprepaid Tata customer and no further action was taken to make them

satisfied if they were not satisfied.

The study was limited to only sixty days so each and every aspect ofsatisfaction could not be covered.

The management did not disclose the confidential data.

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Chapter 3

Profile of the company

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COMPANY PROFILE

TATA DOCOMO is Tata Teleservices Limited's TTSL telecom service on

the GSM platform arising out of the Tata Group's strategic alliance with

Japanese telecom major NTT DOCOMO in November 2008. Tata

Teleservices has received a pan-India license to operate GSM telecom

services, under the brand TATA DOCOMO and has also been allotted

spectrum in 18 telecom Circles. TTSL and has already rolled out its services

invarious circles.

The launch of the TATA DOCOMO brand marks a significant milestone

Indian telecom landscape, as it stands to redefine the very face of telecoms

in India. Tokyo-based NTT DOCOMO is one of the world's leading mobile

operators-in the Japanese market, the company is clearly the preferred

mobile phone service provider with a50 percent market share.

NTT DOCOMO has played a major role in the evolution of mobile

telecommunications through its development of cutting-edge technologies

and services. Over the years, technologists at DOCOMO have defined

industry benchmarks like 3G technologies, as also products and services like

the i-mode TM, mobile payment and a plethora of lifestyle-enhancing

applications. Today, while most of the rest of the industry is only beginning

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to talk of LTE technology and its possible applications, DOCOMO has

already started conducting LTE trials in physical geographies, not just inside

laboratories!

DOCOMO is also a global leader in the VAS (Value-Added Services) space,

both in terms of services and handset designs, particularly integrating

services at the platform stage. The Tata Group-NTT DOCOMO partnership

will see offerings such as these being introduced in the Indian market under

the TATA DOCOMO brand.

TATA DOCOMO has also set up a 'Business and Technology Cooperation

Committee, comprising of senior personnel from both companies. The

committee is responsible for identification of the key areas where the two

companies will work together. DOCOMO, the worlds leading mobile

operator will work closely with Tata Teleservices Limited management and

provide know- how on helping the company develop its GSM business.

Despite being a late entrant, Tata Indicom, TTSL's CDMA brand, has

already established its presence and is the fastest-growing pan-India

operator. Incorporated in 1996, Tata Teleservices Limited is the pioneer of

the CDMA 1x technology platform in India. Today Tata Teleservices

Limited, along with Tata Teleservices (Maharashtra) Ltd, serves over 37

million customers in more than 320,000 towns and villages across the

country offering a wide range of telephony services including Mobile

Services, Wireless Desktop Phones, Public Booth Telephony and Wire-line

Services.

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Chapter 4

Theoretical Perceptive

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THEORETICAL PERCEPTIVE

HISTORY

NTT Docomo holds 26% share in the jointly formed company. It has also

emerged as the first mobile operator in India to have re-introduced per

second pulse, after Loop Mobile (formerly BPL Mobile) discontinued their

'pay per second' service which was introduced in 2004.From October 2009

TRAI announced that TATA teleservice is India's no.1 teleservice brand

Tata Teleservices Limited spearheads the Tata Groups presence in the

telecom sector. The Tata Group had revenues of around US $75 billion in

financial year 2008-09, and includes over 90 companies, over 350,000

employees worldwide and more than3.5million shareholders.

Incorporated in 1996, Tata Teleservices Limited is the pioneer of the CDMA

1x technology platform in India. It has embarked on a growth path since the

acquisition of Hughes Tele.com (India) Ltd [renamed Tata Teleservices

(Maharashtra) Limited] by the Tata Group in 2002. It launched mobile

operations in January 2005 under the brand Tata

Indicom and today enjoys a pan-India presence through existing operations

in all of Indias 22 telecom Circles. The company is also the market leader

in the fixed wireless telephony market with its brand Walky. The company

has recently introduced the brand Photon to provide a variety of options for

wireless mobile broadband access. The companys network has been rated as

the Least Congested in India for last five consecutive quarters by the

Telecom Regulatory Authority of India through independent surveys.

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Tata Teleservices Limited now also has a presence in the GSM space,

through its joint venture with NTT DOCOMO of Japan, and offers

differentiated products and services under the TATA DOCOMO brandname. TATA DOCOMO arises out of the Tata Groups strategic alliance

with Japanese telecom major NTT DOCOMO in November 2008. TATA

DOCOMO has received a pan-India license to operate GSM telecom

servicesand has also been allotted spectrum in 18 telecom Circles. The

company has rolled out GSM services in 14 of Indias 22 telecom Circles in

a quick span of under six months. The company plans to launch pan-India

operations by the end of FY 2009-10.

TATA DOCOMO marks a significant milestone in the Indian telecom

landscape, and has already redefined the very face of telecoms in India,

being the first to pioneer the per- second tariff option-part of its Pay for

What You Use pricing paradigm. Tokyo-based NTT DOCOMO is one of

the worlds leading mobile operators-in the Japanese market, the company is

the clear market leader, used by over 50 per cent of the countrys mobile

phone users.

Today, Tata Teleservices Limited, along with Tata Teleservices

(Maharashtra) Limited, serves over 58 million customers in more than

410,000 towns and villages across the country, with a bouquet of telephony

services encompassing mobile services, wireless desktop phones, publicbooth telephony, wire line services and enterprise solutions.

In December 2008, Tata Teleservices Limited announced a unique reverse

equity swap strategic agreement between its telecom tower subsidiary,

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Wireless TT Info-Services Limited, and Quippo Telecom Infrastructure

Limited-with the combined entity kicking off operations in early 2009 with

18,000 towers, thereby becoming the largest entity in this space-and with thehighest tenancy ratios in the industry. The WTTIL-

Quippo combine is targeting over 50,000 towers by the end of FY 2010-11.

SMS offers

AP - Pay for the First 3 Local SMS everyday and get the next 150Local SMS free for the day

KK - Pay for the First Local/ National SMS everyday and get the next100 Local/ National SMS free for the day

TN - Pay for the First 3 Local SMS everyday and get the next 750Local SMS Free for day Pre-STD, ISD and National Roaming without

rental.

Automatic alerts when your Balance is Low.

VISION

We will leverage our strength in executing complex global- scale projects to

make leading edge information and communication servies affordable by all

individual consumers and business in india. We will offer unparalleled valu

to create customer delight and enhance business productivity. We will also

generate value for our capabilities beyond indian borders while enabling

millions of Indias knowledge workers to deliver their services globally.

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Market Competitors of Tata Docomo:-

Airtel

Reliance Communication

BSNL

Idea

Aircel

Vodafone

SERVICES & NETWORK AVAILABLE:

Currently, Tata Docomo mobile services available in these followingcircles:

Bihar & Jharkhand Tamil Nadu

Orissa

Andhra Pradesh

Karnataka Kerala

Kolkata

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Maharashtra & Goa

Madhya Pradesh

Chhattisgarh

Haryana

Chennai

Eastern Uttar Pradesh

Western Uttar Pradesh

Punjab

Rajasthan ,Recently Launched

Rest of West Bengal, Recently Launched.

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Board Of DirectorsBoard Of Directors

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Mr. Ratan N. TataMr. Ratan N. Tata

Designation:Designation: ChairmanChairman

Company :Company : Tata Teleservices Ltd.Tata Teleservices Ltd.

Mr. K. A. ChaukarMr. K. A. Chaukar

Designation :Designation : Managing DirectorManaging Director

Company :Company : Tata IndustriesTata IndustriesLtd.Ltd.

Mr. Anil Kumar SardanaMr. Anil Kumar Sardana

DesignationDesignation ::ManagingManaging DirectorDirector

Company :Company : Tata TeleservicesTata Teleservices

LimitedLimited

Mr. I. HussainMr. I. Hussain

DesignationDesignation ::DirectorDirector

Company :Company :Tata Sons Ltd.Tata Sons Ltd.

Mr. N. S. RamachandranMr. N. S. Ramachandran

DesignationDesignation ::Director,Director,

Company :Company : Tata Teleservices Ltd.Tata Teleservices Ltd.

Mr. N. SrinathMr. N. Srinath

Designation:Designation:CEOCEO && MM

DD

Company :Company : TataTata

Communications Ltd.Communications Ltd.
http://www.tatateleservices.com/t-aboutus-ttsl-bod-srinath.aspxhttp://www.tatateleservices.com/t-aboutus-ttsl-bod-ramachandran.aspxhttp://www.tatateleservices.com/t-aboutus-ttsl-bod-hussain.aspxhttp://www.tatateleservices.com/t-aboutus-ttsl-bod-anil.aspxhttp://www.tatateleservices.com/t-aboutus-ttsl-bod-chaukar.aspxhttp://www.tatateleservices.com/t-aboutus-ttsl-bod-rtata.aspx


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ACHIEVEMENTSACHIEVEMENTS

1 million in 103 days1 million in 103 days Tata Teleservices made a record of making 1 Tata Teleservices made a record of making 1

million customers in just 103 days.million customers in just 103 days.

VAS penetrationVAS penetration: No.1 in the Country @ 17% - VAS or Value: No.1 in the Country @ 17% - VAS or Value

Added Services provided by Tata Teleservices was ranked No. 1 inAdded Services provided by Tata Teleservices was ranked No. 1 in

India.India.

7 Prepaid Service centers opened7 Prepaid Service centers opened To increase more customer base, To increase more customer base,

Tata Teleservices launched its services in two new locations, i.e.,Tata Teleservices launched its services in two new locations, i.e.,

Faizabad & Pratapgarh.Faizabad & Pratapgarh.

Congestion free operatorCongestion free operator Tata Teleservices was honored with Tata Teleservices was honored with

congestion free operator by connecting its customer call in one go andcongestion free operator by connecting its customer call in one go and

giving crystal clear voice quality.giving crystal clear voice quality.

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http://www.tatateleservices.com/t-aboutus-ttsl-kiyoshi-tokuhiro.aspxhttp://www.tatateleservices.com/t-aboutus-ttsl-kiyoshi-tokuhiro.aspxhttp://www.tatateleservices.com/t-aboutus-ttsl-toshinari-kunieda.aspxhttp://www.tatateleservices.com/t-aboutus-ttsl-bod-anuj.aspxhttp://www.tatateleservices.com/t-aboutus-ttsl-bod-mukund.aspx


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Implemented Implemented Automated Channel Payout StatementAutomated Channel Payout Statement, which is, which is

replicated nationally.replicated nationally.

Customer Market share overallCustomer Market share overall: 3.4%, Launched town: 10%.: 3.4%, Launched town: 10%.

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MARKETING STRATEGY

Tata Docomo appears to be banking heavily on its tariff plans thecompany is offering a 1 second pulse instead of the usual 1 minute pulse that

other telecom operators are offering. This means that consumers are charged

on a per second basis, instead of a per minute basis, and end up saving

money on unused seconds. A nifty little application How much can you

really save on Docomos website explains how this works. Rs. 0.01/second

is a marked change from the Re 1/min and Rs. 0.49/min charges that usually

applies.

Now while this plan might sound unique, it isnt that it hasnt been tried

before: back in 2004, Tata Indicom had launched 1 second pulse plans,

which going by their current plans, appears to have been shelved.

Tata Indicom storms pr-paid market launches True Paid

True Paid symbolizes the only "honest and transparent" pre-paid offering

available In India

True Paid is India's first T-SIM based mobile service offering optimum

value for Money

Tata Indicom launches 2 T-SIM-enabled and 4 non T-SIM-enabled

handsets.

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MARKETING MIX

4PS OF MARKETING MIX :

Product

Price

Place

Promotion.

PRODUCT :

TATA DOCOMO having good range of services. Tata Docomo provides

both postpaid and prepaid services. Tata Docomo having good qualitynetwork which provides clarity in voice.

PRICE :

It having attractive tariff plan: TATA DOCOMO having 1paisa /sec it is

applicable for

both prepaid and postpaid.

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PLACE

It having good range of channels of distribution: As Tata already exist in this

field of telecommunications as Tata Indicom. It has wide range of channels

of distribution to sell TATA DOCOMO services.

PROMOTION :

Advertising: TATA DOCOMO following different style of advertising

pattern in TVs

and newspapers. Due to that reason it was reaching public very fast.

ADVERTISING MEDIA CHANNELS :

India - Tata Docomo, the youngest among telecom players in India to offer

GSM, is

Presently banking on its services to garner visibility and a share in the

telecom pie.

The launch of Tata Docomo also announced the intention of the brand to

associate with the thought 'do'. Tata Docomo, for the first time in thecountry, offered pay-per-second billing; though other telecom providers

have followed suit since.

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The company has carried out a few adverts that highlight the brand's unique

features and some other topical advertising during Ganesh Chaturthi and

Diwali.

The latest from the GSM provider is the 'Friendship Express' TVC. The ad

opens inside train, where everyone is doing their own thing. A couple of the

travelers don't like the solemn mood and start humming the Docomo tune.

Slowly and steadily, others pitch in and soon most of the train is singing

along. The ad ends with the super, 'Why walk alone when we can dance

together'.

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SWOT ANALYSIS

STRENGTH

WEAKNESS

OPPORTUNITIES

THREATS

STRENGTHS:-

First to introduce seconds tariff plan (seconds pulse)

Good brand image of Tata services

Having large variety of plans

Plans are affordable by any common person.

TYPE :

Pulse rate 1 sec

Price pack Rs.49

Validity life long

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CALL RATES:

Local rates paisa/sec

Tata Docomo 1

Tata CDMA 1

Other GSM 1

Landline/CDMA 1

STD rates

Tata Docomo 2

Tata CDMA 2

Other GSM 2

WEAKNESS:-

Signal strength.

Postpaid connections are not available as of now.

Customer services are not satisfactory. Concentrating only on rural areas.

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OPPORTUNITIES:-

Have a great opportunity to expand its services.

To introduce any new plans for internet users.

Introduce 3G compatible services.

To introduce new combined plans like, SMS, Internet, Callingintegrated offers.

THREATES:-

If signal strength is not increased it may lead to change in the network

service by the customers.

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Chapter 5

Research Methodology

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RESEARCH DESIGN AND METHODLOGY

Research Description

A research design is the determination and start of the general approach and

strategy adopted for a particular study or project. The research has

undertaken a comprehensive plan of the sequence of operation for the

descriptive study to achieve the research objectives with the arrangement of

condition for collection and analysis of data.

Methodologies

The methodologies of the study are following:

Developing the problem and research objective. Developing the research plan for collection information.

developing sequential questionnaire to gather or collect data.

Implementing the research plan- collecting and analyzing the data.

Sampling

The term sampling means a part of population or subset from a set of unit

which is provided by some process or other usually by deliberate selection

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with the object of provided by some process or other usually by deliberate

selection whit the object of investigating the properties of the parent

population is impossible task hence sampling . the survey that is carried onusing the given sample is called as survey there are methods of sampling

used for different methods of sampling used researcher.

The concept of sampling can be explained with an examination of the tea

testing when a person takes a sip of tea .He is actually testing the whole tea

by testing of a part of it. In sampling instead of examining all the time only a

few are examined as representation and the conclusion are draw.

Sampling Design:

In this research the convenience sampling is used which is essentially a

non-probability sampling. Here the researcher select the easiest members

from which to obtain information and persuading them to become customer

of the company .The researcher used his judgment to select population

member who are good prospect for the company. The respondent are

surveyed as per their convenience those who can be the prospect for

becoming customer.

Sampling Unit

This combines all those segment of the society who can be the prospects of

becoming customer. Some of them are who come at web world to pay the

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bill and for some queries etc. each of them are being targeted as per the

convenience residing in Jodhpur.

Sample Frame

Two different sets of Questionnaire were prepared for interviewing the

prospects. The one was for the existing TATA customer and other for

ordinary customers who were using the competitors service.

In total 200 questionnaires were completed who can be considered to be the

prospect by the researcher.

Sample Size

The sample size of the respondents was taken as 200 considering the scope

and constraints of the study.

The sample size selected for this study appears to be adequate.

Field work

The fieldwork was conducted for a period of 60 days in jodhpur. The

interview and presentation mode by researcher was carried for the duration

of about 20 minutes.

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SOURCE AND METHOD OF DATA COLLECTION

The research was carried out with the help of types of data namely:

Primary Data :

In it we study various steps that are generally adopted by researcher in

studying a research problem along with the methodology of research a long

and

The method of data was the way of survey method. This is this is the process

where first hand information was collected. The research derives it after

completing certain activities. This process is highly time consuming and also

expensive. Under the survey method of collecting primary data a detailed

examination is carried out to go get the require data. This was done by

personal interview of the respondents. For that, questionnaire is prepared

and the person to be interviewed is questioned on its basis. The method

opted by me in this research was personal interview method. For this very

purpose I had prepared the questionnaire the was directed towards the

customer of tata docomo prepaid mobile in jodhpur city. The basic reason to

interview to know the satisfaction level of the TATA DOCOMO prepaid

mobile users.

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Secondary Data

The secondary data is readily complied data from statistical statements

reports etc.The data can be obtained from either published or non published

sources www.Tata docomo.com.

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Chapter 6

Data Analysis &Interpretations

Using Various Charts &Graphs

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PRESENTATION, ANALYSIS & INTERPRETATION OF

DATA

Q1) Are you using mobile?

96.5

3.5

1 2 3 4

Interpretation

The above graph shows that 96.5%people are using mobile and 3.5% people

are not using mobile.

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ANSWERS NO.OF

RESPONDENTS

PERCENTAGE%

a YES 193 96.5

b NO 7 3.5


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Q2) Does it really matter whether you go for GSM or CDMA?

ANSWER NO.OF

RESPONDENTS

PERCENTAGE %

a YES 167 83.5

b NO 33 16.5

83.5

16.5

1 2

Interpretation

The above graph shows that people are more concerned about the

technology they are using.83.5% users are concerned about technology. And

16.5% users have no concern from that.

Q3) How would you rate the voice clarity of your GSM mobile connection?

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ANSWER NO.OF

RESPONDENTS

PERCENTAGE %

a Excellent 32 16

b Good 113 56.5

c Average 43 21.5

d Bad 9 4.5

e Worst 3 1.5

16

56.5

21.5

4.51.5

0

10

20

30

40

50

60

1 2 3 4 5

Series1

Interpretation

The above graph shows the rating given by GSM mobile users to the voice

quality.16% GSM users are delighted with quality and 56.5% users are

satisfied with that.

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Q4) How would you rate network coverage strength on GSM mobile

connection?

ANSWER NO.OF

RESPONDENTS

PERCENTAGE %

a Excellent 93 46.5

b Good 63 31.5

c Average 34 17

d Bad 10 5

e Worst 0 0

46.5

31.5

17

50

1 2 3 4 5

Interpretation

The above graph depicts the coverage strength experienced by the GSM

users. GSM users are getting better coverage strengths. 46.5% GSM users

are highly satisfied with network coverage. 31.5% users are satisfied, 5%are

not satisfied with that.

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Q5) How would you rate supplementary facilities like call wait, call hold,

call forward, call divert, call conference on GSM mobile connection?

ANSWER NO.OF

RESPONDENTS

PERCENTAGE %

a Excellent 48 24

b Good 76 38

c Average 68 34

d Bad 8 4

e Worst 0 0

24

38

34

4

0

1 2 3 4 5

45

Interpretation

The above graphs shows the satisfaction level of GSM mobile users .24% users arehighly satisfied, 38% are satisfied, 34% are find it average and 4% are dissatisfied with

supplementary services offered to them.


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Q6) How would you rate the Internet connectivity and data transfer service

on GSM?

ANSWER NO.OF

RESPONDENTS

PERCENTAGE %

a Excellent 60 30

b Good 77 38.5

c Average 45 22.5

d Bad 13 36.5

e Worst 5 2.5

30

38.522.5

36.5

2.5

1 2 3 4 5

Interpretation

Still many people are not aware of internet services offered to them by their

services provider .GSM users are more satisfied with the internet and dataservices offered to them then other competitors. 30% users are highly

satisfied, 22.5% are found it average, and 36.5% are nit satisfied with that.

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Q7) How would you rate security and confidentiality regarding call theft on

GSM mobile connection?

ANSWER NO.OF

RESPONDENTS

PERCENTAGE %

a Excellent 25 12.5

b Good 79 39.5

c Average 75 37.5

d Bad 16 8

e Worst 5 2.5

12.5

39.537.5

8 2.5

1 2 3 4 5

Interpretation

The above graph shows that security and confidentiality regarding call theft

on GSM mobile connection is good as number of respondents consider it at

satisfactory level. 39.5%users find it good,37.5% users find it average, and

8% users find it not at satisfactory level.

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Q8) How would you rate dual personal and business number facility on


ANSWER NO.OF

RESPONDENTS

PERCENTAGE %

a Excellent 20 10

b Good 84 42

c Average 73 36.5

d Bad 19 9.5

e Worst 4 2

10

4236.5

9.52

1 2 3 4 5

Interpretation

Although 10% find it excellent but 42% users find it good, 36.5% users find

it average, 9.5% find it bad and 2% find it not satisfactory .

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Q9) ) How would you rate the price of your GSM handsets compared to

CDMA?

ANSWER NO.OF

RESPONDENTS

PERCENTAGE

a Expensive 90 45

b Cheaper 45 32.5

C Same as CDMA

handset

65 22.2

45

32.5

22.2

1 2 3

Interpretation

Very less 32.5% users said that GSM handsets are cheaper. Majority of

GSM users i.e.45% said that GSM handsets are more expensive than CDMA

handset.

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Q10) How would you rate tariff rate of your Tata Docomo prepaid

connection?

ANSWER NO.OF

RESPONDENTS

PERCENTAGE

a Excellent 15 7.5

b Good 65 32.5

c Average 85 42.5

d Bad 25 12.5

e Worst 10 5

7.5

32.5

42.5

12.5

5

1 2 3 4 5

Interpretation

7.5% Tata Docomo mobile users find it excellent, majority of users

42.5%find it average, 12.5% are not satisfied with it.

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Q11) ) How would you rate STD tariff plans of Tata Docomo

communication?

ANSWER NO.OF

RESPONDENTS

PERCENTAGE %

a Excellent 75 37.5

b Good 85 42.5

c Average 35 17.5

d Bad 5 2.5

e Worst 0 0

37.5

42.5

17.5

2.5 0

1 2 3 4 5

Interpretation

The above graph shows that 37.5% respondents are delighted with the STD

tariff plans. 42.5%are satisfied with that.17.5% find it average and 205% are

not satisfied with it.

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Q12) How would you rate the customer care service of Tata Docomo mobile

connection?

ANSWER NO.OF

RESPONDENTS

PERCENTAGE %

a Excellent 17 8.5

b Good 35 17.5

c Average 74 37

d Bad 46 23

e Worst 28 14

8.5

17.5

37

23

14

1 2 3 4 5

Interpretation

When I asked the customers of Tata Docomo about the services of Tata

Docomo customer care 17% said that it is excellent. And most of customers

find it average. Some of them said they are not satisfied with their services.

Q13) How would you rate the overall performance of GSM technology

based on your experience with it?

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ANSWER NO.OF

RESPONDENTS

PERCENTAGE %

a Excellent 16 8

b Good 75 37.5

c Average 79 39.5

d Bad 23 11.5

e Worst 7 3.5

8

37.5

39.5

11.5 3.5

1 2 3 4 5

Interpretation

37.5% people find it good and majority of people find it average. There are

some people who are not having the good experience with that.

Q14)According to you what is the biggest strength of GSM mobile?

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54

ANSWER NO.OF

RESPONDENTS

PERCENTAGE

%

a Voice clarity 62 31

b Cheaper internet

facilities with

less expensive

handsets

56 28

c Cheaper handset

with morefeatures

48 24

d Less chances of

handset theft

34 17


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31

28

24

17

1 2 3 4

Interpretation

Majority of GSM users consider good voice clarity as the biggest strength of

GSM. According to 17% of users lesser chances of handset theft is the

biggest strength of GSM.24% of users say that cheaper handset with more

features make GSM a popular choice.

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Q15) According to you what is the biggest weakness of GSM mobile?

ANSWER NO.OF

RESPONDENTS

PERCENTAGE

%

A Less flexibility

of changingservice

provider

79 39.5

b International

roaming very

limited

121 60.5

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39.5

60.5

1 2

Interpretation

The majority of users said that the biggest weakness of GSM is the limited

international roaming facility.

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Q16) Based on your experience with GSM technology are you likely to

recommend GSM technology to your friends and relatives who may be

planning to purchase a new mobile?

ANSWER NO.OF

RESPONDENTS

PERCENTAGE

a Yes 89 44.5

b No 41 20.5

C Cant say 70 35

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44.5

20.5

35

0

5

10

15

20

25

30

35

40

45

50

1 2 3

Series1

Interpretation

44.5% users will like to recommend the GSM technology to their friends

and relatives.20.5% users would not recommend it to their friends, and 35%

are not sure for that.

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Q17) I s Tata Docomo prepaid voucher easily available at retailer outlet?

ANSWER NO.OF

RESPONDENTS

PERCENTAGE

a Yes 102 51

b No 46 23

C Sometimes not

available

52 26

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51

2326

0

10

20

30

40

50

60

1 2 3

Series1

Interpretation

Majority of respondents 51% found prepaid voucher easily available at retail

outlet, 23% say that it is not easily available, and 26% found it not available

at sometimes.

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Q18) ) How would you rate international roaming facility on GSM mobile

connection?

ANSWER NO.OF

RESPONDENTS

PERCENTAGE %

a Excellent 15 7.5

b Good 44 22

c Average 50 25

d Bad 56 28

e Worst 35 17.5

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7.5

22

25

28

17.5

0

5

10

15

20

25

30

1 2 3 4 5

Series1

Interpretation

Majority of people find international roaming facility is not satisfactory.22%

find its good 28% find its not satisfactory.

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Q19) Do you think GSM will dominant in the future?

ANSWER NO.OF

RESPONDENTS

PERCENTAGE

a Yes 66 33

b No 65 32.5

C Cant say 69 34.5

33

32.5

34.5

31.5

32

32.5

33

33.5

34

34.5

35

1 2 3

Series1

Interpretation

33% users consider that GSM will be dominant in the future.32.5% dont

consider so.34.5% users remain silent on this question.

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FINDINGS

FINDINGS

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It is found that TATA Teleservices is the first company to launchprepaid 1 pec. p/sec. services in the country.

The call rates are found to be at par with the other competitors.

The availability of the recharge voucher was found good. But sometime it is not available.

Most of the respondents found the customer care service is notsatisfactory.

Nearly all the respondents told that Quick Problem Solving isdesirable quality in the customer care Executives.

The queries and problem of the customer were solved but notimmediately, there is a scope for improvement.

More stress was given on customer acquisition then satisfying theExisting customers.

While conducting a survey it was found that still many people are notaware of the term GSM and CDMA even they basic difference

between them.

The voise clarity of GSM is batter than CDMA. When CDMA phonesare near any digital or magnetic instrument the poor crack due to

interference and also cross connection problems are faced by some of

the users.

GSM users are satisfied with good coverage strength anywhere.

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Many people who are interested in internet connectivity and datatransfer services get attracted to GSM . As internet connectivity and

data transfer is cheaper with GSM.

It is found that international roaming facility is not so good as isshould be.

Supplementary facilities like call wait call forward, call hold, calldivert, call conference is satisfied the users.

.

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SUGGESTION

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SUGGESTION

The availability of recharge voucher should be made available whenrequired by the customers. As this give the good impression about the

company.

The network coverage is another asset for the companys image,which needs to be preserved in future.

THE overall image of the customer care services was found to begood but with some loopholes related to delays in problem solving.

The company should be more prompt in handling the queries andproblem of the customer, which is vary essential for the prepaid card

so as to retain the customers with the company in future.

The customer care executives should be more efficient in handling thecustomer and also more friendly and polite their conversation ,while

dealing with the customer.

After sales service is required to be maintained properly, which is notup to the mark.

Call rates is affordable so it should be maintained at this level.

Many people are using mobile, but majority of them are not aware ofthe technology they are using . many tine it happens that a person

doesnt know which technology satisfied his need. Hence awareness

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should be created among them regarding advantages and differences

in the technology.

CONCLUSION

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CONCLUSION

After analyzing and interpretation of the various graphs and findings I have

arrived at the conclusion that the overall satisfaction level of GSM prepaid

customer is good. In some reference and in other they are not satisfied. As

TATA communication is a brand name in itself so customer feel good for

that and also expects a lot from that. And when their expectations dont

match with company service, whatever they provide, they become

dissatisfied.

For long run process brand image and price plays a vary important role in

success and elements of brand equity are:

The awareness it enjoy, the advertising viewer ship it has the image orperceived quality in the mind of customer, advertising association and

symbol. Successful development of brand equity that drives the mark

position, persisting over long period of time and is capable of resisting

competitors.

The new competition is not between what companies produce in their

factories, but between what value they add to their products in the form ofmaximum customer satisfaction, after sales service etc.

I wish that company would achieve its goal with all their efforts.

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SUMMARY OF THE PROJECT

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SUMMARY OF THE PROJECT

TATA DOCOMO is Tata Teleservices Limited's TTSL telecom service on

the GSM platform arising out of the Tata Group's strategic alliance with

Japanese telecom major NTT DOCOMO in November 2008. Tata

Teleservices has received a pan-India license to operate GSM telecom

services, under the brand TATA DOCOMO and has also been allotted

spectrum in 18 telecom Circles. TTSL and has already rolled out its servicesinvarious circles.

India is the fastest growing major mobile market in the world.Building on

leading position in the market,TTSL. Aims to capitalize on the growth

potential to significantly increase the subscriber base and market share. The

telecomm sector is increasing day by day and the competition is getting

more and tougher. Initially tataservice was providing CDMA and aftertighup with DOCOMO they come up in GSM as TATADOCOMO.

The project is about customer satisfaction for Tata Teleservices Limited with

special Reference to GSM prepaid customer in jodhpur city. As the title

suggest , how the customer is satisfied with the service of Tata teleservice

through GSM prepaid mobile.

The primary objective of this rcsearch project is to find the satisfaction level

of GSM prepaid mobile user and to find out the reason why user prefer any

particular technology. The second objective was to study the features of the

technology.

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The research was carried out in survey method. The data for this research

was collected by two methods. Primary data was collected with the help of

questionnaires and interviews. Different questionnaires were used for GSMand non existing users. Secondary data regarding company profile and GSM

information was collected from internet. The sampling technique used was

random sampling. The sampling size was 200 for each GSM, non existing

user.

Working for Tata teleservice tough for a limited period was a pleasure for

me not only because I worked for one of the largest company but also

because I learnt a lot about Tata. I came to know about the different

behaviors of the customers.

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ANNEXURE

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ANNEXURE

Questionnaire

Personal details:-

Name:-

Address:-

Occupation:-

Gender: - Male ( ) Female ( )

Q1) Are you using mobile?

a) Yes b) No

Q2) Does it really matter whether you go for GSM or CDMA?

a) Yes b) No

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Q3) How would you rate the voice quality of your GSM mobile connection?

a) Excellent b) Good

c) Average d) Bad

e) Worst

Q4) How would you rate network coverage strength on GSM mobile

connection?


c) Average d) Bad

e) Worst

Q5) How would you rate supplementary facilities like call wait, call hold,

call forward, call divert, call conference on GSM mobile connection?


c) Average d) Bad

e) Worst

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Q6) How would you rate international roaming facility on GSM mobile

connection?


c) Average d) Bad

e) Worst

Q7) How would you rate internet connectivity and data transfer service on

GSM?


c) Average d) Bad

e) Worst

Q8) How would you rate security and confidentiality regarding call theft on



c) Average d) Bad

e) Worst

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Q 9) How would you rate dual personal and business number facility on



c) Average d) Bad

e) Worst

Q10) How would you rate the price of your GSM handsets compared to

CDMA?

a) Expensive b) same as CDMA handsets

c) Cheaper

Q11) How would you rate tariff rate of your Tata Docomo prepaid

connection?


c) Average d) Bad

e) Worst

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Q12) How would you rate STD tariff plans of Tata Docomo

communication?


c) Average d) Bad

e) Worst

Q13) How would you rate the customer care service of Tata Docomo mobile

connection?


c) Average d) Bad

e) Worst

Q14 How would you rate the overall performance of GSM technology based

on your experience with it?


c) Average d) Bad

e) Worst

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Q15) According to you what is the biggest strength of GSM mobile?

a) Voice clarity

b) Cheaper internet facilities with less expensive handsets

c) Cheaper handsets with more features.

d) Less chances of handset theft.

Q16) According to you what is the biggest weakness of GSM mobile?

a) Less flexibility of changing service provider.

b) International roaming very limited.

Q17) Based on your experience with GSM technology are you likely to

recommend GSM technology to your friends and relatives who may be

planning to purchase a new mobile?

a) Yes

b) No

c) cant say

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Q18) Do you think GSM will dominant in the future?

.

Q19) Is Tata Docomo prepaid voucher easily available at retailer outlet?

.

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BIBLIOGRAPHY

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BIBLIOGRAPHY

Websites

www.google.com

www.wekipedia.com

www.tatadocomo.com

References

Staff of Company

Questionnaire

Company Feedback Portal System

tata report

Documents