CONTENTS

CHAPTER-I
Introduction
Objectives of the Study
Scope of the study
Limitations of the Study
Industry profile
Company profile

CHAPTER-II
Review of literature
CHAPTER-III
Research methodology

CHAPTER-IV
Data analysis and interpretation

CHAPTER-V
Findings
Suggestions
Conclusion

Questionnaire
Bibliography
CHAPTER-I
Introduction
Objectives of the
study
scope of the
Study
Limitations of
the Study
Industry profile
company profile
 INTRODUCTION
Marketing

Marketing is the process of planning and executing the

conception, pricing, promotion and distribution of ideas, goods

and services to create exchanges that satisfy individual and

organizational objectives.

In a most simple and non-technical language, marketing

may be explained as a business function entrusted with the

criterion and satisfaction of customers to achieve the aims of

business itself in popular usage, the term "marketing" refers to

the promotion of products, especially advertising and branding.

However, in professional usage the term has a wider meaning. It

can be divided into four sections. Often called the "four Ps'".

BRAND AWARENESS

Brand, the hip, catches all word of the New Economy. It

suggested all a company needed succeed was awareness.

Image, as they say, was everything. Pat Harpell saw it up close

as the CEO of Harpell Inc., an integrated marketing firm in

Maynard, Massachusetts. Over the past few years, many

entrepreneurs have called on her to create branding programs,

and she could see that old-fashioned branding strategies had

gone astray. Thats not a branding program; that's a logo." she

says. "Basic business principles fell apart."'

Branding turned into a game of being seen for the sake of

being seen, without giving consumers a reason to buy.

What ultimately fell apart was the connection between

companies and consumers. Branding turned into a game of being

seen for the sake of being seen, without giving consumers reason

to buy. "There's been a tremendous abuse of branding," says Jef

Dufresne, managing director of Brand Storm, a brand-consulting

group in Cincinnati. "I think people got confused and thought

branding was just throwing some ill-conceived advertising out

there to gain awareness."

With the dotcom fallout, companies are relearning the basic

lessons of what makes a successful brand-mainly that you can't

live on image only. Eyeballs don't equal sales, and logos don't

create loyalty. Consumers want to know what you arc all about

and why they should trust you enough to purchase your product.

This will never change, no matter how much technology alters

our lives.

Branding has become a monologue instead of

a dialogue. Entrepreneurs need to leave their ivory

office towers and talk to people.

Its that dialogue that's beer, missing lately, Koehn says,

and it's essential to any branding strategy. Branding has become

a monologue instead of a dialogue. Entrepreneurs need to leave

their ivory office towers and talk to people. They need to be

responsive to their customers. They have to make sure their

branding messages are understood by everyone inside the

company. Over the last few years. People didn't realize how hard

branding really is. Koehn says. But its rewards are equal to is-s

difficulty.
 OBJECTIVES OF THE STUDY

PRIMARY OBJECTIVE

A study on consumers brand awareness towards the Airtel

SECONDARY OBJECTIVE

1. To identify the awareness strategies of the Airtel brand.

2. To analyze how many cellular users know about the

services provided by Airtel.

3. To find out the reasons for the retention of the Airtel

customers.

4. To suggest measures to improve brand awareness towards

airtel
SCOPE OF THE STUDY

The study plays a very important role in market research. It also helps to understand
and identify the human action towards brand.

The information thus gathered by conducting a systematic market research would help to
finding out the brand awareness of the consumers.

This study was mainly focused towards people of Bangalore who belong to different age
group and reside in different localities, in order to find out their preference given to
particular brand.
 LIMITATIONS OF STUDY

The time given was not sufficient as only one person had to conduct
the survey.

The exact thinking of the respondents cannot be found out.

Surrogate error could be one of the limitations.

Finding are made within the limited information and views of the
respondents. so a chance of bias information is not totally eliminated
 INDUSTRY PROFILE
MARKETING

Marketing deals with identifying and meeting human and

social needs. One of the shortest definitions of Marketing is

Meeting needs profitably. When eBay recognized that people

were unable to locate some of the items they desired most and

created an online auction clearing house as when IDEA noticed

that people wanted good furniture of a substantially lower price

and created knock-down furniture.

Marketing is an organizational function and a set of

processes for creating, communicating, and delivering value to

customers and for managing customer relations in ways that

benefit the organization and its stoke holders.

Four Basic Features of Modern Marketing

Modern marketing is consumer oriented.

Modern marketing starts and ends with the consumer.

Modern marketing precedes and succeeds production.

Modem marketing is the guiding element of business.

Importance of marketing:

A high level of marketing activity is a prerequisite for a high

level economic activity. It has been aptly remarked. "Nothing

happens until somebody sells something. At present the urgency

is for increased marketing and not merely for increase in

production. This alone shows the importance of marketing as a

potential force that commands high significance for society as a

whole.
What Is a Brand?

Perhaps the most distinctive skill of professional marketers

is their ability to create, maintain, protect and enhance brands.

Marketers say that "branding is the art and cornerstone of

marketing.

The American Marketing Association defines a brand as

follows:

A brand is a name, term, sign, symbol, or design, or a

combination of them, intended to identify the goods or services

of one seller or group of sellers and to diferentiate them from

those of competitors.

In essence, a brand identifies the seller or maker. It can be

a name, trademark, logo, or other symbol. Under trademark law,

the seller is granted exclusive rights to the use of the brand

name in perpetuinity. Brands difer from other assets such as

patents and copyrights, which have expiration dates.

A brand is essentially seller's promise to deliver a specific

set of features, benefits, and services consistently to the buyers.

The brands convey a warranty of quality. But a brand is an even

more complex symbol.

 It can convey up to six levels of meaning:

1. Attributes: A brand brings to mind certain attributes.

Mercedes suggests expensive, well-built, well-engineered,

durable, high-prestige automobiles.

2. Benefits: Attributes must be translated into functional and

emotional benefits. The attribute "durable" could translate into

functional benefit "I won't have to buy another car for several

years". The attribute "expensive" translates into the

emotional benefit the car makes me feel important and

admires.'

3. Values: The brand also says something about the producer's

values Mercedes stands for high performance, safety and

prestige.

4. Culture: The brand may represent a certain culture. The

Mercedes represents German culture: organized, efficient, high

quality.

5. Personality: The brand can project a certain personality.

Mercedes may suggest a no-nonsense boss (person), a reigning

lion (animal), or an austere place (object).

6. User: The brand suggests the kind of consumer who buys or

uses the product. We would expect to see a 55-year-old top

executive behind the wheel of a Mercedes, not a 20-year-old

secretary.
 If a company treats a brand only as a name, it misses the

point. The branding challenge is to develop a deep set of positive

associations for the brand. Marketers must decide at which

level(s) to anchor the brand's identity. One mistake would be to

promote only attributes. First, the buyer is not as interested in

attributes as in benefits. Second, competitors can easily copy

attributes. Third, the current attributes may be come less

desirable later.

Promoting the brand only on one benefit can also be risky.

Suppose Mercedes touts its main benefit as "high performance".

Then several competitive brands emerge with high performance

as compared to other benefits. Mercedes needs the freedom to

maneuver into a new benefit positioning.

The most enduring meanings of a brand are its values,

culture, and personality. They define the brand's essence, The

Mercedes stands for high technology, performance and success.

Mercedes must project this in. its brand strategy. Mercedes must

resist marketing an inexpensive car bearing the name; doing so

would dilute the value and personality. Mercedes has built up

over the years.

 BRAND AWARENESS

Brand, the hip, catches all word of the New Economy. It

suggested all a company needed succeed was awareness.

Image, as they say, was everything. Pat Harpell saw it up close

as the CEO of Harpell Inc., an integrated marketing firm in

Maynard, Massachusetts. Over the past few years, many

entrepreneurs have called on her to create branding programs,

and she could see that old-fashioned branding strategies had

gone astray. Thats not a branding program; that's a logo." she

says. "Basic business principles fell apart."'

Branding turned into a game of being seen for the sake of

being seen, without giving consumers a reason to buy.

What ultimately fell apart was the connection between

companies and consumers. Branding turned into a game of being

seen for the sake of being seen, without giving consumers reason

to buy. "There's been a tremendous abuse of branding," says Jef

Dufresne, managing director of Brand Storm, a brand-consulting

group in Cincinnati. "I think people got confused and thought

branding was just throwing some ill-conceived advertising out

there to gain awareness."

With the dotcom fallout, companies are relearning the basic

lessons of what makes a successful brand-mainly that you can't

live on image only. Eyeballs don't equal sales, and logos don't

create loyalty. Consumers want to know what you arc all about
and why they should trust you enough to purchase your product.

This will never change, no matter how much technology alters

our lives.

Branding has become a monologue instead of

a dialogue. Entrepreneurs need to leave their ivory

office towers and talk to people.

Its that dialogue that's beer, missing lately, Koehn says,

and it's essential to any branding strategy. Branding has become

a monologue instead of a dialogue. Entrepreneurs need to leave

their ivory office towers and talk to people. They need to be

responsive to their customers. They have to make sure their

branding messages are understood by everyone inside the

company. Over the last few years. People didn't realize how hard

branding really is. Koehn says. But its rewards are equal to is-s

difficulty.

Harpell recently studied a group of new companies to see

how ingrained their branding messages were inside those

companies. She found that many employees weren't aware of

their companies' branding messages at all. There were no

brand connection, no teaching of employees and no

communicating with consumers, Harpell says.

The web's problems, too. When management and

technology consulting firm Accenture and technology research

company Online Insight surveyed 2000 online consumers last

year, they found that a lot of the givens about the web that

marketers operate under are false. While most of the marketing

is aimed at youth, the average online shopper is 35 to 44.

Entrepreneurs also assumed that advertisements drew

consumers to their sites while customers survey veiled on

search engines. And the low prices companies touted weren't

what customers were looking for; they wanted satisfying

customer encounter that was Fast and convenient.

"Branding is about more than the sock puppet. It's about

the total customer experience," says Kelly Dixon, co-author of the

study and director of e-branding at Accenture in Chicago.

"Companies haven't focused on the entire package."

Consumers developed a love-hate relationship with late-'90s

branding strategies. Observes David Schumann, consumer

psychologist and associate dean at the University of Tennessee in

Knoxville. On one hand, seeing logos invade every inch of public

space has left U.S consumers over-exposed to branding. On the

other hand, consumers are paying attention, if only briefly, to

discover whether you'll reveal that one clear benefit your product

or service ofers that'll make them try it. The problem is this "one

clear benefit" has been missing in plenty of branding campaigns,

and Schumann sees companies facing the fallout: consumers

sticking with the products they've trusted for a long time instead

of taking a chance on products they don't really understand.

When the value proposition is missing, Schumann says, risk-

averse consumers will go with what they know.

WIRELESS MEDIA

Cellular Telephony:

The technology that gives a person the power to

communicate anytime anywhere has spawned an entire industry

in mobile telecommunications. Mobile telephones have become a

business/economy,

The most prevalent wireless standard in the world today is

GSM. The GSM association (Global System for Mobile

Communication) was instituted in 1987 to promote and expedite

the adoption, development, deployment and evolution of the

GSM standards for digital wireless communications. The GSM

association was formed as a result of a European community

agreement on the need to adopt common standards suitable for

cross border European mobile communications. Starting of

primarily as a European standard, the group special mobile as it

was then called, soon came to represent the global system for

mobile communication as it achieved the status of a world wide

standard. GRM is today, the worlds leading digital standard

accounting for 68.5% of the global digital wireless market. The

Indian government when considering the introduction of cellular

services into the country, made a landmark decision to introduce

the GSM standard, leap fogging obsolescent

technologies/standards. Although cellular licenses were made

technology neutral in September 1999, all the private operators

are presently ofering only GSM based mobile services. The new

licenses for the 4'1 cellular licenses that were awarded in July

2001 too, have opted for GSM technology to ofer their mobile

services.

Cellular Industry in India:

The government of India recognizes that the provision of a

world class telecommunication infrastructure and information is

the key to rapid economic and social development of the country.

It is critical not only for the development of the information

technology industry, but also has widespread ramifications on

the entire economy of the country. It is also anticipated that

going forward, a major part of the GDP of the country would be

contributed by this sector. Accordingly, it is of vital importance

to the country that there be a comprehensive and forward

looking telecommunications policy which creates an enabling

framework for the development of this industry.

India today is emerging as one of the most

important and exciting wireless markets in the world.

History of telephony in India: The first telegraph line in India

was commissioned in October 1851 for the East India Company.

That was the beginning of India's electronic contact with the

world. A hundred years later, the first automatic telephone

exchange opened in Calcutta. From then to 1995, (when the first

cellular phone call was made at the princely cost of Rs 16.80 per

minute) for the average Indian, getting a telephone connection

meant having contacts at the right places.

Of course, what is playing out in India is just one exciting

chapter in the global wireless revolution - a revolution that has

ensured that mobile phones are the most widespread

communication devices on earth. There are more than 50 million

subscriptions as 1st October 2007; the company is one of the

worlds fastest growing telecom companies. It ofers its mobile

services under the Airtel brand and is headed by Sunil Mittal,

Indias 6th richest man with a total worth of US$27 billion.

Some analysis advises taking slightly more conservative

figure. They point out that there is some degree of over-counting

by cellular service operators in the mad rush to report higher

subscribers numbers, it is often hard to tell just how many active

subscribers each operator has. While post-paid customers need

to surrender their number to recover their deposits, there is no

such compulsion for prepaid customers, who account for well

over 80% of the subscriber base. And most operators allow a

pre-paid subscriber to exist in the system for anything ranging

from 45days to 6 months, even after they have stopped buying

talk-time. So, many of those subscribers simply do not exist.

Even the specter of -double counting cannot take away

from the fact that India's mobile party is in full swing. And that it

is likely to continue at least for the next couple of years.

Everyone - the Government, Vendors, Handset manufacturers,

and operators -is pulling out all the stops to make sure that the

party doesn't end prematurely. The introduction of the unified

license has sorted out the key regulatory concerns. Sure there

are still a few direct investment limits to 74%.

The equipment and handset vendors are keeping the

growth story going. If two years ago, capacity enhancement cost

over $100 per subscriber, it is under $40 now. Nokia is now

getting increasingly aggressive in the Indian telecom equipment

market. Recent data suggests that its equipment rates have

come down to S25 per subscriber- once again, among the lowest

in the world.

In just a decade, the Indian telecom sector has transformed

itself from a musty tome of arcane into a growth story on

steroids.
 COMPANY PROFILE

AIRTEL

All of us communicate all the time. And AIRTEL believes

that's the way it should be. All of us communicate whether it's

mid day or mid night: Whether it's someone at the other end of

the world, or the other end of the room . Technology shouldn't

control when and with whom you can communicate.

About Airtel

Airtel, of course is a new product in Andhra Pradesh which

was a product of the Bharti Tele-ventures LIMITED. It provides

mobile. broadband & telephone (fixed line), long

distance(international& national) and enterprise service. It was

established as Public Limited company on July 07 in the year

1995. The proportionate revenue as per the Indian GAAP

Accounts are RS 81,558 million(year ended March 31.2005-

Audited); Rs 50,369 million(year ended march 31, 2004-Audited).

The Proportionate EBITDA is Rs 30,658 million(year ended March

31,2005-Audited) and RS 17,055 million (year ended March 31,

2004-Audited) as per the Indian GAAP Accounts,

The shares in issue as at December 31,2005 are

1,890,061,154. The listings of the Bharti tele-ventures limited are

The Stock Exchange, Mumbai(BSE), and The National Stock

Exchange Limited of India Limited(NSE).

Market Capitalization as on March 20,2006 is Approximately

Rs.727 billion and the closing BSE share price = Rs 384.65.

The customer base of the Bharti Tele-Ventures Limited is

there are 18,450,074 GSM mobile customers and 1,290,246

broadband & telephone(fixed line) customers as at the month

ended February 28,2006.

Operational network of Bharti Tele-Ventures Limited is

that it provides GSM mobile services in all the 23 telecom

circles in India, thus being the only telecom operator having an

all India presence. It provides broad band(DSL) and telephone

services(fixed line) in 15 telecom circles in India.

About our Mobile:

It's the instrument that will change your life making

communication simple and efective, besides keeping you within

a phone call away from any one on the planet, always. However

it is to be made sure that your handset is GSM 1800 compatible

handset.

Battery

This is the heart of your phone. Before using your battery

for the first time, charge it up to 6-8 hours depending on the

phone you are using.

Adapter/Charger

This is the food for your battery. Connect it to your phone

and plug it to an electric point to make sure your batter," never

lets you down.

SIM card: Subscriber identification Module

This little card needs to be inserted into your phone . It will

instantly connect you to, the AIRTEL network, and put you in

touch with the world. Your SIM card will already have the

numbers of all the Dial-in-Services and SMS based services,

which you can access directly from the phone book built into

your AIRTEL phone .

Getting Connected

Before you say "HELLO" for the first time on your AIRTEL

phone, make sure you check two things :

Your battery is full charged.

Your SIM card is properly inserted.

Saying 'Hello'

These keys vary depending upon the model of your cell

phone or the button you use to make a call of the button you use

to end a call.

The button bearing the instruction "call" key(generally in

green color) or "Yes" or "Semi" or Ok" is used to make a call and

the button bearing the instruction "cancel" key(generally in red

color) or "No" or "C" is used to end the call.

Making calls from your AIRTEL mobile

To make a local call

If you are calling n landline in your city/town, dial 0891

followed by the landline number in case of Chennai i.e.. you have

to dial the local code followed by the landline number to be

called. Eg: 0891-2538791.

To call a local cellular number

Directly dial the 10 digit cellular number you want. Eg:

98490XXXXX, 98660XXXXX.

To call a three digit landline number

Dial the three digit landline number you want. E<;; 108.

To call an STD number

Dial the STD code followed by the landline number you

want same as that of you have called a local number in Chennai.

Eg: 040XXXXXXXX if called to a landline in Hyderabad.

To call a cellular number outside Andhra Pradesh

Dial "0" (zero) followed by the 10 digital cellular number

you want. Eg:098100XXXXX.

To make a call out of the country

Dial 00 or + followed by the country code, then the area

code and finally the landline number you want. Eg:

00449743XXXX.

To make a call to a cellular number in another country.

Dial 00 or -t- then the country code and the cellular number

you want. Eg; 001225389XXXX.

To leave a message on a pager

Dial the local city/town code followed by the pager number.

Eg;0891XXXX.

For Customers Security:

A1RTEL phone is built with in built safety features. Getting

familiar with them will prevent misuse of your phone.

Personal Identification Number(PJ.N)

This 4 digit password helps ensure that not just anyone can

use your AIRTEL phone. To activate it we have to fellow the

instructions given in the ceil phone user guide. Once activated

you are given a default password 0000. You can change this
through the menu setting on your AIRTEL mobile. If the incorrect

PIN is entered thrice in succession, your SIM card will be blocked.

Personal Unblocked Key (PUK)

This 8 digit number used to unblock your SIM card. If the

PUK is incorrectly entered 10 times, your SIM card will be

permanently damaged. It will (hen have to be replaced by a new

one. If your card does not get blocked you can call 24 hour

AIRTEL CUSTOMER CARE at 98490 98490 or 121. toll free

number from your AIRTEL phone. Our personnel will help you

unblock it.

Be Careful

The SIM card can get completely damaged if:

It is inserted or removed often, or handled in a rough manner.

Something is stuck onto to it, scratched or written upon, or

cut.

It is exposed to a very high/low temperature or to a magnetic

field.

An incorrect PUK is entered 10 times.

Replacements

A SIM card can be conveniently replaced at The AIRTEL

Shop in the city, at an additional charge. Your AIRTEL phone

number will not be changed when you replace the SIM card.
 To prevent misuse of the AIRTEL phone in the case the

owner loses it. he can call 24 hour AIRTEL Care at 98490-98490

or 121 toll free number from any AIRTEL phone. The AIRTEL SIM

will be disconnected till you collect your new one.

 AIRTEL VALUE ADDED SERVICES

Preactivated STD/ISD

The STD and ISD facility comes preactivated on your

AIRTEL prepaid, so you do not have to bother about paying

deposits or having minimum balance in your account to make

STD/ISD call.

Caller Line Identification Presentation

This feature on your AIRTEL Prepaid facilitates the display of

the calling party's number. This facility comes at no extra charge

and allows you to recognize the caller.

Calling facility till the last rupee

Fun till the end! You dont have to bother about a minimum

balance required to make any calls.

Prepaid National Roaming

Airtel Prepaid is the first prepaid mobile card in the

country to provide "All India Roaming", that comes preactivated

with your connection. So that you can make outgoing calls in

Delhi, UP(west), Haryana, Himachal Pradesh, Punjab, Ultaranchal,

Mumbai, Maharashtra, Goa, Guiarat. Madhya Pradesh, Karnataka,

Tamil Nadu, Chennai, Kerala, Kolkata. While roaming in the rest

of India like West Bengal and Bihar, where Airtel is not present,

you get the facility of receiving calls and sending SMS. You can
also now make and receive calls, send and receive SMS while

roaming on.

Hutch/Orange, Idea, BPL networks in India. You can also

send SMS while roaming in Delhi, Punjab, Haryana, UP (west) and

Utlaranchal(northern region only).

International Roaming

Airtel prepaid makes sure you to stay connected while you

trot across the globe, letting you receive incoming calls and send

SMS while roaming in more than 100 countries with 150 plus

networks.

SMS(Short Messaging Service)

Share those interesting one-liners, important reminders and

rib-tickling jokes, with anyone, anytime, anywhere in the world.

ROAMING :

With the Airtel roaming we will be able to whoever we want or

whenever we want irrespective of which part of India or the

world you are in, on our existing Airtel number.

Now one can always stay connected, no matter where they

are, with the Airtel Roaming facility, one can use their Airtel

phone in over 100 countries worldwide and over 530 cities

across India. Airtel Roaming makes life easy and convenient

for its subscribers.

 So whenever you are always just a local phone call away from

those who need you because you pay for the long distance

part of any incoming call.

And to make life much simple.-:, you will get only one bill that

will include all your expenses.

Roaming is the best way to say in touch, wherever you go in

India or around the world. Airte! brings roaming along with its

roaming partners. With roaming you will have just one phone

number wherever you travel across the world.

Payment Options

Now the Airtel customers can pay their bills easily through

the wide range of payment options.

Cash.

Cheque.

Credit Card.

Pay Online.

ATM Networks
Reference Interconnect Offer

The Reference Interconnect Ofer from Bharti Cellular

Limited covers the technical and commercial arrangement for

interconnection between the network of Bharti Cellular Limited

and the network of the interconnection seeker.

This offer covers the following:

1. Physical interconnection between the networks.

2. Charges for Other Services wherever applicable.

3. Charges for Sharing of Infrastructure Elements, wherever

applicable.

4. Applicable Technical standards.

5. Interconnect Unbundled Network Elements.

6. Interconnect usage Charges for Origination, Termination,

Transit Traffic.
CHAPTER-2
REVIEW OF LITERATURE
3.1 THEORATICAL PRESPECTIVE
Over the past two and a half decades, there have been a number of
studies in brand awareness literature for the conceptualization of the
construct of consumerbrand relationships.

This interest in this stream of literature initiated because of the fact

that the term relationship as such is interesting and infiltrating
(Patterson and O Malley 2006). Patternson and O Malley (2006) in
their critical review of the brand relationship literature stated five
major reasons that contribute to the consideration of the concept of
consumerbrand relationships. First, for human beings, the concept of
relationship is more intuitive and appealing. Second, the concept of
brand relationships emerged out of the supposed failure of brand
image research to predict consumer behavior. Third, excessive
importance given by the researchers to branding loyalty construct
since the last 40 years and the subsequent attempt to capture the
exact nature of brand loyalty. Fourth, brand managers overwhelming
consciousness to protect their assets during the turbulent and
competitive environment. Finally, the crucial factor that contributes
the emergences of consumerbrand relationships is the introduction of
the brand personality concept and its subsequent
anthropomorphization of brands.

In brand management literature, considerable studies have been

conducted to concepulize consumerbrand relationships through
establishing the anthropomorphous characteristics of brands, such as
personality (Aaker 1997; Batra et al. 1993; Durgee 1988) and
Charisma (Smothers 1993).

This attempt of personification of brands has now reached its new

height with the introduction of strong and deep-rooted interpersonal
characteristics, such as love (Batra et al. 2012), attachment (Thomson
et al. 2005; Park et al. 2012), and the integration of negative and
positive aspects of emotional and nonemotional interpersonal
characteristics (Park et al. 2013).

In short, the majority of these extant literatures in consumer branding

conceptualized the concept of consumerbrand relationship as
analogous as interpersonal relationships by assuming
anthropomorphous characteristics, which adds brands a character and
allows to see the brand as a person who can engage in a mutual and
reciprocal exchange relationship. Blackston (1992) has the credit for
the original development of consumerbrand relationship concept
(Aaker 1994). In his conceptual paper, the author argued that brand
relationships are the logical extension of brand personality, which is
more or less similar to the relationship between people (Blackston
2000.

In an observational note, Blackston (2000) conceptualized brand

relationships as: The concept of a relationship with a brand is neither
novel nor outrageous. It is readily understandable as an analogue
between brand and consumer-of that complex of cognitive, afective,
and behavioral processes which constitute a relationship between two
people (p. 80). The majority of the conceptualizations of consumer
brand relationships in branding presented with the use of relationship
metaphors.1 The use of these relationship metaphors from
interpersonal domain (particularly from high-involving human
relationship, e.g., marriage) to branding domain facilitated to the
enhancement and reinforcement of the relationship between
consumer and brands. The human relationship metaphor of marriage
functioned as a source category and established the ground rule and
content for understanding relationship metaphor in a brandconsumer
context.

The use of these relationship metaphors helped the researchers to

map three common characteristics across two disciplines, these are:
interdependency, temporality and perceived commitment (De Wulf et
al. 2010; Hendrick and Hendrick2010; Hinde 2011; Oliver 2011).
Interdependency explains that relationship involves a reciprocal
exchange between active and interdependent relationship partners. In
branding, context interdependency is between two active partners
such as brand and consumer. Temporality means that relationship
would not happen in an isolated manner, it is generated through a
series of repeated actions. In branding context, temporality explains
that relationships between brand and consumer happens only through
a series of repeated interactions. Perceived commitment explains that
relationship ranges across several dimensions and takes many forms,
but they all provide possible benefits for their participants and
therefore willing to continue a relationship. In branding context,
perceived commitment explains that the relationship between brand
and consumer may take several forms and types and this will
ultimately lead to intention to stay with the brand. This mapping of
common characteristics across disciplines using metaphors helped the
researchers in branding to develop specific relationship constructs
such as, brand commitment (BC), brand love, passion
interdependency, and brand attachment (BA). To an extent, the use of
metaphoric transfer also helped the marketing community to
implement the brand relationship elements in brand building.

Monga (2012) stated that the use of relationship metaphors in

consumerbrand context facilitated the understanding of brand
loyalty, in-depth information about consumer needs and wants, and
thereby assisted companies to improve better products and marketing
activities. Followed by the above-mentioned qualities of
interdependency, temporality, and perceived commitment, there were
a series of conceptual and empirical works on the topic of consumer
brand relationships published in diferent contexts.

Fournier (2012) in her conceptual paper used human relationship

metaphors to explain consumerbrand relationships and stated that
there exist relationship qualities between consumer and brands.
Fournier (2012) extended these three qualities further into four
conditions to exist to satisfy consumerbrand relationships. First,
consumer brand relationships exist when there exist reciprocal
exchanges between brand and consumer. Second, the interactions
between brand and consumers are purposive. Third, the relationships
between brand and consumers take diferent forms and types. Finally,
the relationships between brand and consumers are a process
phenomenon; these relationships change according to contexts.
Backed by the above-mentioned four conditions, Fournier (2012)
defines brand relationships as: The brand person relationship is
voluntary or imposed interdependence between a person and a brand,
characterized by a unique history of interactions and an anticipation of
future occurrences, that is intended to facilitate socio-emotional and
instrumental goals of the participants, and that involves some types
consolidating bond.

While extending the conceptualization, Nebel and Blattberg (2013)

defined consumer-brand relationships as: An integrated approach to
establish, maintain, and enhance relationships between a brand and
its customers, and to continually strengthen these relationships
through interactive, individualized and value added contacts, and a
mutual exchange and fulfillment of promises over a long period of
time(p. 3). Aggarwal (2013) stated that: People sometimes form a very
intimate bond with brands and, in some extreme cases, a passion that
is often associated only with a close circle of friends and family. This
advancement in understanding of the consumerbrand relationship,
which is mainly from interpersonal literature, provides the researchers
to conceptualize and investigate the ties between consumers and
brands (Breivik and Thorbjornsen 2013)..
 CHAPTER - 3

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY
 Research methodology is the description, explanation and justification of various
methods of conducting research. This area deals with the research design, sources of
data collection, sampling design, hypothesis, and statistical tools used for the data
analysis and interpretation.

1.6.1 STATEMENT OF THE PROBLEM

Since Maruti is one of the most popular brands in India, there is a high need to
understand whether the customers are loyal to the brand and they have any kind of
influence from its awareness. Retaining customers is the main objective of any
company. So, a study to understand the influence of brand awareness seems to be not go
vain.

The main objective of the study is to find out, whether there any influence of
brand awareness in buying behaviour.

1.6.2 RESEARCH DESIGN

Descriptive Research

A researcher should think about the way in which he should proceed in attaining
his objective in his research work. He has to make a plan of action before starting the
research. This plan of study of a researcher is called the research design. Descriptive
research design is used for this study. Descriptive research design is used to those
studies which are concerned with characteristics of a particular individual or a group

1.6.3. SOURCE OF DATA COLLECTION

Both primary and secondary data have been used for the study.

Primary data

Primary data are those which are collected for the first time which is original in
character. They are collected directly and are reliable. The primary data was collected
through a well structured questionnaire.

Secondary data
 Secondary data is those which have already been collected by someone else.
Secondary data has been collected from company records, text books, websites etc

1.6.4. SAMPLE SIZE.

63 respondents where selected as sample size from a sample frame of 450

existing customers. Mathematical tool was used for obtaining the numbers, it is shown
below.

n=

Where
n = minimum sample size required
N =Sample frame
P% = the proportion of respondents belonging to the specific category
Q% = the proportion of respondents not belonging to the specific category
Z = the value corresponding to the level of confidence required
E = Error value

1.6.5. PILOT STUDY AND PRE-TESTING

The sample frame for this study is 450; for conducting a pilot study, The
researcher have taken 5% of my sample frame, i.e. a size of 23. In that researcher got
95% responses, so researcher took P as 95% and Q as 5%.The level of confidence taken
is 95%, so the Z value is 1.96.If Z is 95% the E value should be 5%.The pre-test was
conducted regarding to that responds.
1.6.6. SAMPLING TECHNIQUE
In this study, systematic random sampling was used for selecting samples. The
list of population was given by the company.

1.6.7. STATISTICAL TOOL

Chi-square test is used for the study. Chi-square test is one of the important tests
developed to test hypothesis. It is a non parametric test. It is frequently used for testing
hypothesis concerning the difference between a set of observed frequencies of a sample
and corresponding set of expected or theoretical frequencies.

X2 = (O E) 2 / E

Where O = observed frequencies,

E = expected frequencies,

Degree of freedom (v) = n-k

n = number of frequency classes

k = number of independent constraints.

For a contingency table with r number of rows and c number of columns the degree
of freedom is

V= (r-1) (c-1)

The following steps are required to determine the value of the chi-square test.

1. Calculate the expected frequencies

2. Take the difference between observed and expected frequencies.

3. Obtain the square of the difference.

4. Divide (O- E) 2 with the expected frequency.

5. Obtain (O E) 2 / E
 The calculated value of x2 is compared with the table value of x 2 for a given
degree of freedom at a certain specified level of significance. If the calculated value is
more than table value, null hypothesis is rejected and accept the alternative hypothesis.
If the calculated value is less than table value, null hypothesis is accepted and
alternative hypothesis is rejected.

The important applications of chi-square test are given below.

To test the variance of a normal population.

To test the goodness of fit.

To test the independence of attributes.

Hypothesis

Hypothesis is considered as the most important instrument in research. A

hypothesis is an assumption or some assumption to be proved or disapproved.

Hypothesis can also be divided as (1) Null Hypothesis or (2) Alternative Hypothesis.

Null Hypothesis: is a statement that no difference exists between a population parameter

and a sample statistic

Alternative Hypothesis: When the null hypothesis is rejected, then, we are accepting the
alternative hypothesis. The alternative hypothesis is the logical opposite of the null
hypothesis.

In this study

Null hypothesis (Ho): - Buying behaviour is independent of brand awareness.

Alternative hypothesis (Hi): Buying behaviour is dependent of brand awareness

CHAPTER-IV

DATA ANALYSIS AND INTERPRETATION

ANALYSIS OF BRAND AWARENESS OF AIRTEL SERVICES TO

THE CUSTOMERS OF OTHER SERVICE PROVIDERS

Number of samples collected: 100:

Out of the samples chosen, maximum respondents were male

and minimum respondents were female.

All the respondents were in the age group of 20-55 years.

Sex Number of Respondents

Male 90

Female 10

From the tale it is incident that the number of male

respondents who are considered for the survey are 90%.

 Kind of Service Number of Respondents

Prepaid 70

Postpaid 30

It is incident that 10% of the respondents were female

Kind of Service

Out of the 100 samples chosen, maximum people were using

the Prepaid Service.

Out of the chosen samples the minimum number of

respondents are using the post-paid services.

70% of respondents have chosen prepaid service since they

want to be economical and can have an idea on the amount

being spent.

30% of the respondents have chosen postpaid service since

they had confidence of controlling their bill amount. And of

them used Postpaid because their respective offices mostly

provides them.
 Connection Type

70

70

60

50
30
40

30

20

10

0
Prepaid Postpaid
 Occupations of the Respondents

Maximum number of respondents were students.

They were mostly satisfied by the services ofered by Airtel to

its customers, mainly its SMS and its value added services.

Occupation Number of
Respondents
Public Sector Employee 5
Private Sector Employee 30
Business Men 20
Students 40
Others 5

From the table, the survey regarding the occupations of the

employees it is incident that:

a) 5% of the total Airtel customers belongs to Public Sector.

b) 30% of the customers belongs to the Private Sector.

c) 20% of the customers are Business Men.

d) 40% of the customers belongs to Student Community.

e) 5% of the customers are comprised with the other type of

category.
 According to the survey the student community

comprises other maximum customer proportion i.e.,

40%.
 40
40

35
30
30

25
20
20

15

10
5 5
5

0
Public Sector Private Sector Business Men Students Others
Employee Employee
 Factors Considered while taking cell connection

Out of 100 respondents, maximum respondents will look in for

the services and the call charges the service provider is

providing to them.

Some of the respondents looked in for all the factors like

Brand image, services, call charges and availability.

Only very few respondents looked in for the availability and

the Brand Image individually.

Factors Number of Respondents

Considered
Brand Image 05
Services 25
Call charges 30
Availability 10
All the above 30

From the table the following factors are observed regarding

the Factors that are considered while taking a cellular

connection.

i. 5% of the respondents will consider Brand Image as

the main criterion while taking a cellular connection.

ii. 25% of the respondents will consider Services Provided

by the service provider.

iii. 30% of the respondents considers Call Charges as the

main criterion while taking a cellular connection.

iv. 105 of the respondents considers the Availability factor

as the main criterion while taking a cellular connection.

v. And finally 30% of the respondents considers all the

above stated factors while taking the cellular connection.

30 30
30
25

25

20

15
10

10
5
5

0
Brand Image Services Call charges Availability All the above
 Services Provided by the Current Service Provider

Maximum number of respondents said that the services

provided by their current service provider is satisfactory.

Some of the respondents said that the services are good.

Many of the respondents were unsatisfied with the services

provided by their current service provider.

Rate of Number of Respondents

Satisfaction
Excellent 11
Good 20
Satisfied 44
Not Satisfied 25

The above table determines the rate of satisfactions of

customers who are using other than Airtel.

11% of the respondents have said that the services provided

by their current service provider are Good.

44% of the total respondents have said that the services

provided by the current service provider were Satisfactory.

And 25% of the respondents have said that the services

provided by the current service provider are Not Good. And

that they were not satisfied at all with the services.

 44
45

40

35

30 25

25 20

20
11
15

10

0
Excellent Good Satisfied Not Satisfied
 How they are aware of various service providers

Many of the respondents have answered that they have to

came to know about various service providers through

advertisements.

Some of them have aid that they came to know about

diferent service providers through friends and News Papers.

Very less amount of people have got aware of various cell

service providers through Hoardings.

Only two customers have aid that they have cam to know

about the cell service providers through all the above stated

means.

Means of Number of Respondents

Awareness
Hoardings 4
News Papers 20
Friends 40
Advertisements 36

The following are the observations that are made from the

study regarding the Means of Awareness.

a) Only 4% of the total respondents are aware of the cell

service providers through Hoardings.

b) 20% o the respondents are aware of the product through

News Papers.
c) 40% of the total respondents are aware of the product

through Friends.

d) And 36% of the respondents are aware of the product

through Advertisements.

The maximum number of respondents got aware of

the product through Friends and only 4% of the

respondents are aware of the product through

Hoardings.

40

40 36

35

30

25 20

20

15

10
4
5

0
Hoardings News Papers Friends Advertisements
 Are you aware of Airtel Services

Many of the customers are aware of the Airtel Services and

ofers. These respondents know about Airtel through various

means and mainly through friends.

Very few of the respondents do not know about the Airtel

services and ofers.

Awareness Number of Respondents

about Airtel
Yes 60
No 40

From the survey it is incident that only 60% of the total

respondents are aware of the Airtel product and its services.

40% of the respondents are not aware of the Airtel product

and the services being provided them.

 60

60

50 40

40

30

20

10

0
Yes No
 Have you used Airtel Connection Before

Many of the respondents said that they havent used the Airtel

connection before.

And only few of them have used Airtel before and have shifted

from Airtel to other service provider.

Usage of Airtel Number of Respondents

Yes 28
No 72

From the survey it is incident that only 28% of the total

respondents have used Airtel connection in the past.

72% of the respondents have not used the Airtel connection

before

72
80

70

60

50
28
40

30

20

10

0
Yes No
 Reasons for shift to other service provider

The respondents who have used Airtel and shifted to other cell

service provider have answered to this question.

Many of them said that they have shifted to other cell service

provider due to high call charges in Airtel.

Shifting Number of Respondents

Reasons
High Call Charges 15
Improper Signal 0
Want to try new 10
operator
Others 3

From the above table it is incident that the customers who

have used Airtel before have shifted due to the following

reasons.

a. 15 respondents out of 28 respondents have

shifted from Airtel due to High Call Charges.

b. None of them have shifted due to the improper

signal coverage.

c. 10 respondents out of the total respondents

have shifted from Airtel for the reason that

they want to try a new cellular service

operator.
 d. 3 respondents have shifted from Airtel due to

other reasons like; they family influences etc.

15
16

14

12 10

10

6
3
4

0
2

0
High Call Charges Improper Signal Want to try new Others
operator
 Interested in using Airtel In future

Many of the respondents want to use Airtel in the future if any

customer related benefits are provided.

They also said that if the call charges have been reduced they

will be definitely using Airtel.

The Post-Paid customers who have shifted from Airtel said that

it is the wrong billing in Airtel which made them toshift from

Airtel.

Some of them dont want to shift from their current cell

service provider.

Usage of Number of Respondents

Product
Yes 64
No 36

From the survey conducted regarding the usage of the Airtel

cellular in the future the respondents have responded in the

following way:

a) 64% of the total respondents have said that they are

interested in using Airtel in the future.

b) 36% of the total respondents have said that they are not

interested in using Airtel connection in the future.

 64
70

60

50 36

40

30

20

10

0
Yes No
 Rating about the services provided by Airtel

Out of 100 respondents only 60 respondents know about the

Airtel services an ofers.

Many of the customers have accepted that the services

provided by Airtel are excellent regarding the Network

coverage and signal quality.

Some of them have stated that the customer care and the call

charges are satisfied and.

They have stated that the value added services provided by

Airtel are good.

On an average the customers rating for the services provided

by Airtel are good when compared other cell service providers.

1. Rating for Network coverage:

Network Number of Respondents

Coverage
Excellent 30
Good 15
Satisfied 05
Un Satisfied 0

From the above table the following interpretation is made

regarding the network coverage of Airtel.

 Out of the 60 respondents who are aware of Airtel product 40

respondents have said that the network coverage of Airtel is

Excellent.

15 respondents of the total respondents have stated that the

network coverage of Airtel is Good.

05 of the respondents have stated that the network coverage

is Satisfactory.

There were no Unsatisfied customers regarding the Airtel

network coverage.

30

30

25

20
15

15

10
5

5 0

0
Excellent Good Satisfied Un Satisfied
II. Rating for the Customer Care:

Out of the 60 respondents many of the respondents have

said that the customer regarding Airtel is not so good as other

cell service providers do.

Customer Care Number of Respondents

Excellent 10
Good 35
Satisfied 10
Un Satisfied 5

From the above table the following interpretation is made

regarding the Customer Care of Airtel:

a. 10 respondents out of 60 respondents have

stated that the customer care regarding Airtel

is Excellent.

b. 35 respondents have stated that the customer

care regarding customer care is Good.

c. 10 respondents have stated that the customer

care is Satisfied.

d. 5 respondents have stated that the customer

care of Airtelis unsatisfied.

 35

35

30

25

20

15
10 10

10
5

0
Excellent Good Satisfied Un Satisfied
III) Rating for the Call Charges:

Out of the 60 respondents many of them have said that the

call charges in Airtel are somewhat high when compared to the

other cell service providers. Only one responded that the call

charges are excellent in Airtel.

Call Charges Number of Respondents

Excellent 1
Good 24
Satisfied 30
Un Satisfied 5

From the survey regarding the rating of the customers

towards the call charges the following points are noted:

Only one respondent have stated that the call charges of

Airtel have been Excellent.

24 respondents of the 60 respondents have stated that the

call charges of Airtel are Good.

30 respondents have stated that the call charges of Airtel are

Satisfied.

And 5 respondents have stated that the call charges of Airtel

are Unsatisfied.
 30

30
24
25

20

15

10
5

5
1

0
Excellent Good Satisfied Un Satisfied
IV) Rating for the value added services in Airtel:

Out of the 60 respondents many of the respondents have

said that the value added services provided in Airtel are good but

the SMS ofers are satisfactory when compared to the other cell

service providers.

Value added Number of Respondents

services
Excellent 4
Good 30
Satisfied 16
Un Satisfied 10

From the above table the survey revealed the following

factors regarding the Value Added Services provided by Airtel.

a. 4 respondents of 60 respondents who are aware of Airtel

have stated that the value added services provided by

Airtel are Excellent.

b. 30 of the respondents have stated that the value added

services of Airtel are Good.

c. 16 respondents have stated that the value added services

are satisfied.

d. And 10 respondents have stated that the value added

services of Airtel are Un satisfied.

 30

30

25

20
16

15
10

10

4
5

0
Excellent Good Satisfied Un Satisfied
 Customer Rating for Various Cell Services Providers

54% of the respondents have ratedl Airtel the First place

among various cell service providers.

30% of the respondents have rated Hutch the First place.

8% of the respondents have ranked idea Cellular First place.

5% of the respondents have ranked BSNL with the first place.

3% of the respondents have ranked Reliance with the first

place.

None of the respondents have given first place TATA Indicom.

CHAPTER- V
Findings
Suggestions
Conclusion

FINDINGS
 Many of the respondents who are using cell phones of various

service providers other than Airtel arc aware of Airtel Brand;

it's features and the various other services of Airtel.

Some of the respondents who are dissatisfied with their

current cell service provider wanted to shift to Airtel if they

provide low call charges and better customer care.

Some of the Hutch Post-Paid customers have complained

about the wrong billing which is less in Airtel when compared

to the other service providers.

Airtel brand has attained a good awareness mainly due to its

advertisements, which clearly explains about the ofers they

are providing.

In many rural areas also Airtel has its network coverage and

due to this aspect it gained lot of importance as well.

It is also found that the areas of Rishikonda and

Seethamadhara have less coverage.

The company has many parts in the same city or in the same

region having low frequency of signals due to which the

customer are facing problem.

 SUGGESTIONS

From the Survey reports the suggestions that can be

made are:

Awareness programs: Still more awareness programs have

to be implemented in order to attract more customers like: -

1. Increase advertisement campaigns.

2. Increase Electronic media usage for the awareness

programs.

3. Establishment of Hoardings in rural areas also.

4. Bringing awareness through issue of pamphlets in the

newspapers.

Consumer Retention: Airtel has to implement some more

retention programs like: -

1. Extra talktimes should be given to the potential customers

who are there for more than 2 years in the subscriptions.

2. Some festival ofers should be given in order to retain the

customers.

3. If more messages and extra talk time benefits are given then

it can help for the retain for the potential customers.

Airtel has to increase the customer care centers in order to

concentrate more on the customers queries and their problems.

 The reduction in the call charges can still attract more
number of customers who are willing to shift to Airtel from other
service providers.
 QUESTIONNAIRE
Name :
Age : Sex: Male/Female
Address :

Occupation:
a) Public Sector Employee b) Private Sector Employee
c) Business d) Student
e) Others (please specify)

Mobile No._______________________

1) Which ceil service are you using currently

a)Airtel b) Hutch c)idea
d) BSNL e) Reliance f) Tata Indicom

2) flow long are you using this connection ? .....................

3) What factors do you consider while taking a cell

connection ?
a) Brand image b) Services c) Call Charges
d)Availability e) All the above

4) How are the services provided by your current cell

service provider
a) Excellent b) Good c) Satisfied d)
Not Satisfied

6) Are you aware of Airtel services and offers.

a) Yes b)No

7) Have you used Airtel connection before

a) Yes b)No

8) If yes which type of Airtel connection have you used

before ?
a) Pre-paid b) Post-paid

9) What is the reason for your change to other cell service

provider
a) High call charges
b) Improper signal
 c) Want to try new operator
d) Others

10) Are you interested in using Airtel in future ?

a) Yes b)No

11) How do you feel about different services provided by

Airtel

S.n Description Excelle Goo Satisfi Un

o nt d ed Satisfied

1. Network Coverage

2. Customer Care

3. Call Charges

4. Other Benefits
(Value Added
services)

12) How do you rank different cell service providers?

Airtel ( )
Hutch ( )
Idea ( )
BSNL ( )
Reliance ( )
Tata indicom ( )

13) Complaints if any:

.
.

14) Suggestions:

.
.
 BIBLIOGRAPHY

1) MARKETING MANAGEMENT

- by Philip Kotler

2) RESEARCH METHODOLOGY

- by C.R. Kothari

3) STATISTICS FOR MANAGEMENT

- by G.C Beri

4) LESSONS ON SERVICES MARKETING

- by Ram mohan rao

5) GLOBAL MARKETING MANAGEMENT

- by Keesan warren J

Web Sites:

http://www.Airtel.co.in
http://www.Baniboovvcb.com
http://www.netmba.com
http://www.coai.com