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Internship Report
On
Customer Attitude Towards Mobile Phone Services: A
Case Studies On Airtel
Prepared By:
Md. Riad Shahriar Riaz
Id. 1007029
Session: 2010-11
Registration No: MKT- 600081
Dept. Of Marketing
Comilla University
Supervised By:
Dr. Mohammad Amzad Hossain Sarker
Associate Professor & Chairman
Dept. Of Marketing
Faculty of Business Studies
Comilla University
Date Of Submission: 13th
August, 2015

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Student Declaration
I do hereby declare that this internship report titled “Customer Attitude Towards Mobile Phone
Services: A Case Studies On Airtel Bangladesh Ltd.” Is prepared by me.
So, this study has not previously been published in any journal or not submitted for the partial
fulfillment of any degree, diploma or fellowship in any other Organizations or Universities.
…………………………..
Md. Riad Shahriar Riaz
Class ID: 1007029
Session: 2010-11
Registration no: MKT- 600081
Department of Marketing
Bachelor of Business Administration (BBA)
Comilla University.

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Supervisor Certification
This is to certify that the internship report on “Customer Attitude Towards Mobile Phone
Services: A Case Studies On Airtel Bangladesh Ltd.” submitted by Md. Riad Shahriar Riaz,
ID: 1007029, Session: 2010-11, Registration no: MKT- 600081 as an integral part of the
requirement of Bachelor of Business Administration (BBA) degree from the Department of
Marketing, Comilla University.
The internship report may be accepted as a constructive work and significant part of the whole
program.
…………………………………………….
Dr. Mohammad Amzad Hossain Sarker
Internship Supervisor
Associate Professor
Department of Marketing
Faculty of Business Studies
Comilla University.

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Letter of Transmittal
13th August, 2015
Dr. Mohammad Amzad Hossain Sarker
Associate Professor
Department of Marketing
Faculty Of Business Studies
Comilla University
Comilla, Bangladesh.
Subject: Submission of the report of BBA Internship Program.
Dear Sir,
I have completed the internship program as a course requirement of B.B.A. program and now I am
greatly impressed for the submission of my internship report on “Customer Attitude Towards
Mobile Phone Services: A Case Studies On Airtel Bangladesh Ltd.” I have tried my level best
to bring out the original scenario regarding “Customer Attitude Towards Mobile Phone Services:
A Case Studies On Airtel Bangladesh Ltd.” with full of effectiveness & efficiency. To prepare this
report I have collected what I believe to be the most relevant information to make my report as
analytical and reliable as possible. I have concentrated my best effort to achieve the objectives of
the report and hope that my endeavor will serve the purpose. The practical knowledge and
experience gathered during my report preparation will immeasurably help in my future
professional life.
I am very glad to you because you assigned me to do the report. I hope that my report will meet
your standard and oblige thereby.
Yours faithfully,
Md. Riad Shahriar Riaz
Class ID: 1007029
Session: 2010-11
Registration no: MKT- 600081
Department of Marketing
Bachelor of Business Administration (BBA)
Comilla University.

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Acknowledgement
I would like to express my profound gratitude to all those who have been instrumental in the
preparation of this internship report. I wish to place on records, my deep gratitude for the support,
direction, and supervision in every aspect from, Airtel officials, my faculty, and friends.
First of all, I feel proud to express my deepest sense of gratitude to my honorable supervisor Dr.
Mohammad Amzad Hossain Sarker, Associate Professor and Chairman, Department of
Marketing, Comilla University with superb helping tendency especially his scholastic guidance,
constructive criticism and untiring help for successful completion of this internship program and
writing this report.
I would also like to show my utmost gratitude to all the officials of Airtel Bangladesh limited;
especially the teams that I have worked in and all the others teams in the Marketing function. I
would like to mention the name of Md. Forhad Hossain (Zonal Business Manager, Comilla Zone)
for facilitating me with all the internal information that helped me to prepare the company
overview and industry analysis; the information that I as an intern had no access to. I cannot but
mention Shiba Shankar Dey (Territory Manager, Comilla-12 Distribution House) with utter
thankfulness for his grateful support by providing information of his territory.

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Executive Summary
Airtel Bangladesh limited is one of the fastest growing mobile phone company in Bangladesh.
Although the market share of Airtel Bangladesh limited in Bangladesh is very low but it is the
three largest mobile phone operator all over the world. It is a great matter of interest that the market
growth rate of Airtel is very high comparative to other operators. It is operating its business in 21
countries. So it has better skills in this sector for providing better customer services. Airtel is trying
to satisfy its customer by providing best call rate than the others. It is the major marketing tools of
Airtel to capture the market and enhancing its market share. It is also providing low priced internet
packages to capture the young generation who are the most user of internet connection. Its targeted
customer group is the young generation in all sector and for that reason its slogan is also “Bondhu
Chhara Life Impossible”.
Some problems are facing by the customer of Airtel users, such as network problem, unwanted
SMS, lack of proper steps for fastest growing of 3G. Airtel is trying to solve these problem in a
priority basis. So hopefully it will solve all the problems in a short time and make customer
satisfaction better then present scenario. I hope my report will provide some important
recommendations for Airtel which will help it to providing better customer services and gaining
high customer satisfaction. In my report I tried my level best to find out its strengths, weakness,
opportunities, Threats etc. Anyone can get a vast knowledge about Airtel and its activities from
my report and can find himself why he will use Airtel connection.

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Table Of Content
Chapter Topics Page No.
1 Introduction 1-10
1.1 Introduction of the report 1-8
1.2 Problem Statement 8
1.3 Research Objective 9
1.4 SWOT Analysis 9-10
2 Literature Review 11-18
2.1 Description Of the Topic 11-15
2.2 The references for the literature review used for the problem 16-18
3 Research Methodology 19-22
3.1 Origin of the Report 20
3.2 Objectives of the Study 20
3.3 Significance 20
3.4 Scope of the Study 21
3.5 Methodology 21
3.6 Questionnaire Design 21
3.7 Sample 22
3.8 Limitations 22
4 Findings & Analysis 23-34
4.1 Findings 24-33
4.2 Analysis Of Customer Attitude 34
5 Conclusion and Recommendations 35-37
5.1 Respondent’s opinion and suggestion 36
5.2 Recommendations 36
5.3 Conclusion 37
References 38
Appendix 39-40

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Chapter One
Introduction

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1.1 Report on the organization:
Bharti Airtel, a leading telecommunications service provider with operations in 21 countries across
South Asia and Africa, Headquartered in New Delhi, India, moved up one notch in the world wide
ranking to be the third largest mobile operator in the world in terms of subscribers. At the end of
the quarter ended June 2015, the Company had over 303 million mobile subscribers across its
operations.
Airtel Bangladesh Ltd. formerly known as Warid Telecom, is a GSM and 3G based cellular
operator in Bangladesh. Airtel is the sixth mobile phone carrier to enter the Bangladesh market,
and originally launched commercial operations under the brand name Warid on May 10, 2007. In
2010, Warid Telecom sold a majority 70% stake in the company to India's Bharti Airtel Limited
for US $300 million. The Bangladesh Telecommunication Regulatory Commission approved the
deal on Jan 4, 2010. Bharti Airtel Limited took management control of the company and its board,
and rebranded the company's services under its own airtel brand from December 20, 2010. In
March, 2013, Warid Telecom sold its rest 30% share to Bharti Airtel’s Singapore-based concern
Bharti Airtel Holdings Pte Limited.
It is one of the fastest growing mobile services providers in Bangladesh and is a concern of Bharti
Airtel Limited, a leading global telecommunications services provider. The company offers a wide
array of innovative mobile services, including voice, value added services, data and m-commerce
products and is focused on expanding its state-of-the-art mobile network both for coverage and
capacity.
With a customer base of more than 8 million, Airtel Bangladesh is the most preferred youth brand
of the country that thrives on excellent data service. And data experience with Airtel will only be
better when the company will introduce its array of 3G services. To make customers’ lives easier
Airtel Bangladesh has Doorstep Service by which customers can enjoy all kinds of service at their
preferred place. M-Commerce opened a new horizon in money transfer that gives Airtel customers
the freedom to send money to their dear ones instantly from their mobile. Through M-health,
customers can now reach professional doctors over phone 24/7 and get basic treatment.
To enrich the lives of the customers Airtel has 7 Airtel Experience Centers (AEC) and 77 Airtel
Relationship Centers (ARC) across the country and our corporate office is situated in Banani
(house 34, Road 19/A), Dhaka 1213, Bangladesh.

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The competitors in the market will reveal the following companies-
o Grameenphone/Telenor Bangladesh Ltd. Branded as Grameenphone
o Orascom Telecom Ltd. Branded as Banglalink
o Axiata Bangladesh Ltd. Branded as Robi
o Teletalk Bangladesh Ltd. Branded as Teletalk.
o Pacific Bangladesh Telephone Ltd. Branded as Citycell
The total number of Mobile Phone subscriptions has reached 126.866 million at the end of June
2015, the number of mobile phone user is increasing rapidly day by day. In starting of the analysis
of the companies in the telecommunication sector in Bangladesh a list of percentage of the
companies is stated below. This list will represent the comparison as well the positions of the
companies in the current market scenario of the telecom industry of Bangladesh.
Company Name Subscribers Market Share (%)
Grameen Phone Ltd.
(GP)
53.129 41.88%
Banglalink Digital
Communications Limited
32.224 25.40%
Robi Axiata Limited
(Robi)
27.368 21.57%
Airtel Bangladesh
Limited (Airtel)
8.743 6.90%
Teletalk Bangladesh Ltd.
(Teletalk)
4.216 3.32%
Pacific Bangladesh
Telecom Limited
(Citycell)
1.187 0.94%
Total 126.866 100%
Table: Market Share (%) of the Competing Telecom companies in Bangladesh

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Organization Profile In Brief:
Type Private
Industry Telecommunication
Predecessor Warid Bangladesh
Founded December 2, 2010(Registration
date)
Headquarters House 34, Road 19/A, Banani,
Dhaka 1213, Bangladesh
Key people Mr. Prasanta Das Sarma (CEO and
MD), Rajnish Kaul (COO), Mr.
Ashraful H. Chowhdury (CCAO)
Products Telephony, EDGE, GSM,
HSPA+/3G
Operating income ₹21.771 billion (US$340 million)
(2010)
Net income ₹18.282 billion (US$290 million)
(2010)
Total assets ₹856.142 billion (US$13 billion)
(2010)
Total equity ₹502.603 billion (US$7.8 billion)
(2010)
Note: All figures include
Bangladesh, India and Sri Lanka
operations
Parent Bharti Airtel (100%)
Slogan Bondhu Chhara Life Impossible
Website bd.airtel.com
Information source: Wikipedia

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1.1.1 The meaning of logo and making of the name AIRTEL:
A I R
Airtel believes in enthusiasm, strength and cheerfulness and so their logo is called 'The Wave' and
was created by creative agency JWT. The logo is a representation of the 'a' in 4th word airtel. The
curliness of the shape and the highlights of the red color make it warm and inviting. Moreover the
name Airtel includes alive, inclusive and respectful and of course it is in terms of their service in
the telecom industry. The logo and the color itself reflect how much the company is dedicated to
serve the customers with their utmost eagerness and enthusiasm. Since red is the color of life and
eagerness the entire strategy of being service oriented and lively altogether help targeting the youth
with their most attracting marketing activities and such a meaningful logo.
1.1.2 Background History Of Airtel:
The Dhabi Group is a multinational company based in the UAE, which was the first to set up
business of Warid (present Airtel) in Bangladesh in 2006. It owns and operates a wide range of
business concerns that are spread across 3 different continents. It has a diversified business interest
in the institutions that have enjoyed commercial success as a result of its strong financial resources
and extensive management expertise.
Airtel Bangladesh takes pride in being backed by the Abu Dhabi Group, one of the largest groups
in the Middle East. It is currently operational in Bangladesh and Pakistan, while it is also setting
up its business in almost in 20 countries. Within the markets Airtel is already operating, it has
quickly developed a large customer base and established itself as one of the leaders of telecom
service sector.
1.1.3 Customer Care Center: AEC, ARC, & ASC:
Most of the problems of the subscribers are solved by the helpline service. But there are some
problems that cannot be solved over the telephone conversation. Subscriber need to appear
physically to deal with those problems. Airtel has six customer care centers around the country,
which is known as ―Airtel Experience Center (AEC), located at key locations. These centers are
directly run by Airtel itself. Airtel has more than two hundred outlets spread across Bangladesh,
the largest chain of retail outlets in the country, which is further backed up by a chain of sub-
dealers, affinity partners & distributors. Dealer outlets are known as ―Airtel Relationship Center
(ARC). Bill payment, address change, SIM replacement, new connection, scratch cards and
InclusiveAlive Respectful
Airtel

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sometimes mobile sets are sold at these outlets. Bill collection for postpaid users and ―Easy Load,
top up for pre-paid users can also be availed at the franchises. These franchises directly appoint
dealers and sub-dealers in their designated areas.
Furthermore, Airtel also has more than four thousand ―Airtel Service Center (ASC) around the
Bangladesh. This service center handles the customer services, for instances, SIM replacement,
new connection, prepaid recharge, postpaid bill payment and other customer queries. These after
sales services are very crucial to keep the customer informed and satisfied regarding Airtel.
1.1.4 Mission of Airtel Bangladesh
 Establish and sustain as a customer centric organization.
 Continuously develop, motivate and empower our people.
 Provide high quality and innovative communication services, through state of the art
infrastructure and a team of professionals.
 Achieve profitable growth for all our stakeholders.
1.1.5 Vision of Airtel Bangladesh
To become the essential communication provider in Bangladesh of high quality voice and
innovative data services by offering affordable products and services to all market segments and
to become an integral part of their everyday lives.
Airtel Bangladesh’s brand values include:
 Simplicity
 Honesty
 Innovation
 Quality
 Dynamic
 Friendly
1.1.6 Objectives of the Airtel Bangladesh
 The company has several objectives to fulfill the demand of the customers.
 Provide easy access to telephone in rural Bangladesh.
 Introduce a new system of communication for villagers.
 Bring the information revolution to the villages and prove that telecommunication is the
greatest weapon against poverty.
 Provide different range of services to the customers.
 Fulfill the customers’ satisfaction.

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Take Airtel Bangladesh service to that height where for anyone, having a cell phone would mean
having an Airtel Bangladesh connection.
1.1.7 Policies of Airtel Bangladesh
Airtel Bangladesh believes in working with strategic partners and employees for long term
relationships. As a consequence of the above Airtel Bangladesh is looking for the following to
deliver its vision:
Strategic vendors and partners to assist in rolling out these services in a timely and efficient manner
with a focus on turnkey solutions and premium propositions; Strong partners to assist in launching
these services and creating effective sales & marketing / business development opportunities for
all to operationally and financially gain; Consultants and experts to help deliver this vision; Well-
rounded employees who wish to become part of this adventure.
1.1.8 Goal
Airtel Bangladesh’s goal is to have satisfied customers and the only way to achieve that is by
providing quality services.
1.1.9 Airtel Mela:
As I work in Airtel as an intern for three months I have gathered knowledge about its Mela activity
which is the major tools for selling new connection. It performs 3 types of Mela.
These are:
1. Brand Promotion
2. Canopy activity
3. Van Activity
 1.9.1 Brand Promotion (BP): It is two type. 1) Rural BP 2) Urban BP. A brand promoter
works for this. If he works in rural area he is called Rural BP, and if he works in Urban
Ares he is called Urban BP.
 1.9.2 Canopy activity: A runner has to be appointed to sell SIM in a different place every
day under a retailer code with the assistance of the retailer.
 1.9.3 Van Activity: In van activity the SIM seller sell SIM from a van in different places
in the street. Daily two events organized, one event is from 9 am to 2 pm and another is
from 2 pm to 8 pm. It is done in Low revenue sight. In comilla zone 2 van perform the van
activity, one in comilla and another in Noakhali.

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1.1.10 The Airtel New Look
An evolution that strengthens the Airtel identity while keeping the customers in focus. This time
Airtel used a more contemporary font & style to give a more approachable image. Airtel’s new
slogan is “be heard”. This new logo encompasses the expanding reach of Airtel not just in
Bangladesh but in an international footprint. With our strengthened GPRS/EDGE network we
would empower our customers to create their own life style networks.
1.1.11 Competitors:
The competitors of Airtel Bangladesh have increased as the growing demand of
telecommunication in our country. The major competitors are: Banglalink, Robi, Citycell,
Teletalk, Grameenphone.
1.1.12 Strategy of Airtel Bangladesh
Airtel Bangladesh’s basic strategy is coverage of both urban and rural areas. In contrast to the
“island” strategy followed by some companies, which involves connecting isolated islands of
urban coverage through transmission links, Airtel Bangladesh builds continuous coverage, cell
after cell. While the intensity of coverage may vary from area to area depending on market
conditions, the basic strategy of cell-to-cell coverage is applied throughout Airtel Bangladesh’s
network.
1.2 Problem Statement:
During my three months internship time I find out some problem of Airtel which should be solve
as soon as possible to get better customer response. Some of these problems are very much
emergency to solve, some are less important. So these problem should be solved in less time
according to their emergence. These problems are as follows:
 Due to the limited network coverage, high satisfaction among existing customers have
been a challenge.
 Unavailability of 3G network all over the urban areas is a problem, because the customers
are searching high speed internet.
 In the field sector the advertising is less which should be increase to get positive response
from the customer.
 Some customer complaint that the service is not as well as they expect.
 Sales Representative (SR) are not active in all market. So that the customer didn’t get
recharge, Cards, MB Cards, etc. in time when they required.
 The offer which are offered to the customer, sometime they can’t provide with the
requirement of the customer. As a result sometime the customer did not get satisfied with
the offers.

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1.3 Research Objective:
The objective of the report is divided into two parts. They are specific and broad objectives. The
specific and broad objective of this report is given below:
1.3.1 Broad Objective: The broad objective of this report is to find out the customer satisfaction
level of Airtel prepaid customers.
1.3.2 Specific Objectives: The specific objectives are as follows:
 To find out specific areas of satisfaction of Airtel prepaid users
 To figure out specific areas of dissatisfaction of Airtel prepaid users
 To know the overall satisfaction level of the customers
 To figure out the Loyalty level and the reason of loyalty increase and decrease
 To figure out possible improvement sectors to reduce dissatisfaction
1.4 SWOT Analysis
In order to find what are the strengths, weaknesses, opportunities and threats faced by Airtel
Bangladesh Ltd. How can they increase their market share in Bangladesh Cellular industry?
Following is the SWOT Analysis of Airtel Bangladesh.
1.4.1 Strengths of Airtel
o Superior product quality for customers
o Better customer relationship than competitors
o Extra features and services
o Committed and efficient staff
o Strong financial base
o Products innovations ongoing
o Good reputation among customers
o Good packages according to the target market
o Management is rational and understanding the situation
o Low price as compared to quality provided

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1.4.2 Weaknesses of Airtel
 Less time in market as compared to major competitors
 Less coverage as compared to major competitors
 Less experienced employees than competitors
 Not able to capitalize on start
1.4.3 Opportunities for Airtel
 A developing market
 Mergers, joint ventures or strategic alliances
 Could develop new products
 Extension to overseas
 Decline of major competitors
 Technologically better environment
 New launches
 More customers after re-launch
1.4.4 Threats for Airtel
 Emerging companies in market
 Unstable political conditions
 High public expectations
 Low prices of competing brands

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Chapter Two
Literature Review

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As my project area is to find out the customer attitude towards Airtel Bangladesh limited, I have
gone through different articles and journals published for telecom sector. I have also reviewed
various websites, research papers and text books to enrich my theoretical knowledge on retailer
perception level. It provides me with an idea about the current situation in terms of what has
been done, and what I know. Sometimes it includes suggestions about what needs to be done to
increase the knowledge and understanding of a particular problem.
4.1 Description Of the Topic:
Consumer attitudes are a composite of a consumer's (1) beliefs about, (2) feelings about, (3) and
behavioral intentions toward some object within the context of marketing, usually a brand or retail
store. These components are viewed together since they are highly interdependent and together
represent forces that influence how the consumer will react to the object.
Beliefs. The first component is beliefs. A consumer may hold both positive beliefs toward an
object (e.g., coffee tastes good) as well as negative beliefs (e.g., coffee is easily spilled and stains
papers). In addition, some beliefs may be neutral (coffee is black), and some may be differ in
valance depending on the person or the situation (e.g., coffee is hot and stimulates--good on a cold
morning, but not well on a hot summer evening when one wants to sleep). Note also that the
beliefs that consumers hold need not be accurate (e.g., that pork contains little fat), and some
beliefs may, upon closer examination, be contradictory (e.g., that a historical figure was a good
person but also owned slaves).
Feelings. Consumers also hold certain feelings toward brands or other objects. Sometimes these
feelings are based on the beliefs (e.g., a person feels nauseated when thinking about a hamburger
because of the tremendous amount of fat it contains), but there may also be feelings which are
relatively independent of beliefs. For example, an extreme environmentalist may believe that
cutting down trees is morally wrong, but may have positive affect toward Christmas trees because
he or she unconsciously associates these trees with the experience that he or she had at Christmas
as a child.
Behavioral Intention. The behavioral intention is what the consumer plans to do with respect to
the object (e.g., buy or not buy the brand). As with affect, this is sometimes a logical consequence
of beliefs (or affect), but may sometimes reflect other circumstances--e.g., although a consumer
does not really like a restaurant, he or she will go there because it is a hangout for his or her friends.

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Attitude-Behavior Consistency. Consumers often do not behave consistently with their attitudes
for several reasons:
 Ability. He or she may be unable to do so. Although junior high school student likes pick-
up trucks and would like to buy one, she may lack a driver’s license.
 Competing demands for resources. Although the above student would like to buy a pickup
truck on her sixteenth birthday, she would rather have a computer, and has money for only
one of the two.
 Social influence. A student thinks that smoking is really cool, but since his friends think
it’s disgusting, he does not smoke.
 Measurement problems. Measuring attitudes is difficult. In many situations, consumers
do not consciously set out to enumerate how positively or negatively they feel about
mopeds, and when a market researcher asks them about their beliefs about mopeds, how
important these beliefs are, and their evaluation of the performance of mopeds with respect
to these beliefs, consumers often do not give very reliable answers. Thus, the consumers
may act consistently with their true attitudes, which were never uncovered because an
erroneous measurement was made.
Attitude Change Strategies. Changing attitudes is generally very difficult, particularly when
consumers suspect that the marketer has a self-serving agenda in bringing about this change (e.g.,
to get the consumer to buy more or to switch brands).
Changing affect. One approach is to try to change affect, which may or may not involve getting
consumers to change their beliefs. One strategy uses the approach of classical conditioning try to
“pair” the product with a liked stimulus. For example, we “pair” a car with a beautiful
woman. Alternatively, we can try to get people to like the advertisement and hope that this liking
will “spill over” into the purchase of a product. For example, the Pillsbury Doughboy does not
really emphasize the conveyance of much information to the consumer; instead, it attempts to
create a warm, fuzzy image. Although Energizer Bunny ads try to get people to believe that their
batteries last longer, the main emphasis is on the likeable bunny. Finally, products which are better
known, through the mere exposure effect, tend to be better liked--that is, the more a product is
advertised and seen in stores, the more it will generally be liked, even if consumers to do not
develop any specific beliefs about the product.
Changing behavior. People like to believe that their behavior is rational; thus, once they use our
products, chances are that they will continue unless someone is able to get them to switch. One
way to get people to switch to our brand is to use temporary price discounts and coupons; however,
when consumers buy a product on deal, they may justify the purchase based on that deal (i.e., the
low price) and may then switch to other brands on deal later. A better way to get people to switch

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to our brand is to at least temporarily obtain better shelf space so that the product is more
convenient. Consumers are less likely to use this availability as a rationale for their purchase and
may continue to buy the product even when the product is less conveniently located. (Notice, by
the way, that this represents a case of shaping).
Changing beliefs. Although attempting to change beliefs is the obvious way to attempt attitude
change, particularly when consumers hold unfavorable or inaccurate ones, this is often difficult to
achieve because consumers tend to resist. Several approaches to belief change exist:
1. Change currently held beliefs. It is generally very difficult to attempt to change beliefs
that people hold, particularly those that are strongly held, even if they are inaccurate. For
example, the petroleum industry advertised for a long time that its profits were lower than
were commonly believed, and provided extensive factual evidence in its advertising to
support this reality. Consumers were suspicious and rejected this information, however.
2. Change the importance of beliefs. Although the sugar manufacturers would undoubtedly
like to decrease the importance of healthy teeth, it is usually not feasible to make beliefs
less important--consumers are likely to reason, why, then, would you bother bringing them
up in the first place? However, it may be possible to strengthen beliefs that favor us--e.g.,
a vitamin supplement manufacturer may advertise that it is extremely important for women
to replace iron lost through menstruation. Most consumers already agree with this, but the
belief can be made stronger.
3. Add beliefs. Consumers are less likely to resist the addition of beliefs so long as they do
not conflict with existing beliefs. Thus, the beef industry has added beliefs that beef (1) is
convenient and (2) can be used to make a number of creative dishes. Vitamin
manufacturers attempt to add the belief that stress causes vitamin depletion, which sounds
quite plausible to most people.
Change ideal. It usually difficult, and very risky, to attempt to change ideals, and only few firms
succeed. For example, Hard Candy may have attempted to change the ideal away from traditional
beauty toward more unique self-expression.
Nature Of Attitudes. Consumer attitude can be better explained by understanding the nature
and characteristics of attitude. Attitudes are composed of three components, viz, a knowledge or
cognitive component, a feeling and affect component and a behavioral and conative component.
In terms of consumer learning, the attitude would express a consumer’s feeling of like or dislike
about a product or service offering and the marketing mix. The knowledge component is reflected
in the learned knowledge that a consumer obtains from his interaction with others as well as his
own experiences. The feeling component is reflected in his evaluation, and the resultant feeling of
favorableness and unfavorableness. The behavioral component is reflected in the predisposition to

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act (purchase) based on the evaluation. Based on this explanation, the nature of attitudes can be
elaborated as follows:
1. Attitudes are directed towards an object (product/service offering, price, store, dealer,
promotion, advertisement etc.) about which a consumer has feelings and beliefs.
2. Attitudes have a direction; they could be positive or negative. A consumer could possess
feelings of like/dislike, favorableness and unfavorableness towards a product or service as
well as the mix. They vary in degrees and intensity, and can fall anywhere along a
continuum from very favorable to very unfavorable.
4. Attitudes are a learned predisposition. Attitudes are learned; they are formed as a result
of i) self-experiences with the product/service offering and the mix; ii) interaction with
other people, be it family, friends, peers and colleagues; iii) information obtained from the
marketer through promotion particularly advertisements as well as dealers and salespeople.
Attitude formation as a process is impacted by needs and motivation, perception as well as
learning.
5. Attitudes cannot be observed directly. While attitudes are comprised of three
components, behavior is just one of them. It is only this component that can be seen; the
cognitive and affect components cannot be seen. Thus it is said that attitudes cannot be
seen; they can only be inferred from the manner in which an individual behaves. Thus, we
can infer that a person who buys Colgate Total toothpaste and disregards Pepsodent has a
positive attitude towards Colgate.
6. While attitudes can be inferred from our behavior, it is not synonymous to behavior. It
has two other components, and reflects a learned predisposition to act favorable or
unfavorable towards a product and service offering and the mix.
7. Attitudes are situation specific; they occur within a situation. Sometimes depending
upon the situation, a consumer may exhibit a behavior that may be inconsistent with his/her
attitude. He may prefer to buy Pepsodent over Colgate because the former is on a sales
promotion and gets him a free toothbrush.

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4.2 The references for the literature review used for the problem are:
Seth et al (2008) analyzed that there is relative importance of service quality attributes and showed
that responsiveness is the most importance dimension followed by reliability, customer perceived
network quality, assurance, convenience, empathy and tangibles.
Liu (2002) found that the choice of a cellular phone is characterized by two attitudes: attitude
towards the mobile phone brand on one hand and attitude towards the network on the other.
Samuvel (2002) observed that most of the respondents consider size, quality, price, instrument
servicing are an important factors for selecting the handset while majority of the respondents are
satisfied over the payment system, quality of services, coverage area and the process of attending
the complaints regarding their mobile service provider.
Nandhini (2001) examined that attitude of the respondents using cell phones was not influenced
by either education or occupation and income.
Kalpana and Chinnadurai (2006) found that advertisement play a dominant role in influencing the
customers but most of the customers are of opinion that promotional strategies of cellular
companies are more sale oriented rather than customer oriented.
Haque et al (2007) suggested that price, service quality, product quality & availability, and
promotional offer play a main role during the time to choose telecommunication service provider.
Mukesh (2011) in their study analyzed that majority of the respondents have given favorable
opinion towards the airtel brands but some problems exist that deserve the attention of the airtel
customer. They need to bridge gap between the product promised and product offered. The overall
customer’s attitude towards airtel brands is that they are satisfied with the existing brands but still
they want more brands to be provided.
Sumesh (2012) in his Study analyzed that it is the youth which is the real growth driver of the
technology industry in India. Considering this fact the paper is an attempt to gives as naps hot of
how frequently young people use their airtel for several embodied functions of the airtel.
Tsang et al, (2004), "Consumer Attitudes Towards Mobile Advertising: An Empirical Study". The
rapid proliferation of mobile phones and other mobile devices has created a new channel for
marketing. The use of Short Messaging Service to access customers through their handheld devices
is gaining popularity, making the mobile phone the ultimate medium for one-to-one marketing.
The present research investigates consumer attitudes toward mobile advertising and the
relationship between attitude and behavior. An instrument for measuring attitudes toward mobile
advertising is developed. The results of a survey indicate that (1) consumers generally have
negative attitudes toward mobile advertising unless they have specifically consented to it, and (2)

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there is a direct relationship between consumer attitudes and consumer behavior. Thus it is not a
good idea to send SMS advertisements to potential customers without prior permission.
An attitude is an enduring combination of cognitive, emotional, and behavioral processes (Neal,
Quester and Hawkins, 2004) or mental states by which consumers structure the way they perceive
and respond to market environmental elements (Aaker, Kumar and Day, 1998) such as a retail
store, a television program, a product (e.g. a mobile phone), or a concept (e.g. advertising).
The behavioral component of an attitude is “the tendency of the attitude holder to respond in a
certain manner toward an object or activity” (Neal et al, 2004). Research (e.g. Scharl, Dickinger
and Murphy, 2005; Tsang, Ho and Liang, 2004) drawing on the Theory of Reasoned Action (Ajzen
and Fishbein, 1980), found positive relationships between attitudes, intention, and behavior
associated with mobile advertising.
Tsang and Liang (2004) also found that consumers have generally negative attitudes toward mobile
advertising unless they have specifically consented to receive the advertising messages. Fishbein’s
attitude theory proposes that an attitude towards any object is a function of an individuals’ beliefs
about the object and the evaluative aspects of those beliefs (Fishbein, 1967). Fishbein’s theoretical
exposition of the causal basis of attitudes, have stimulated much of the attitude research in
marketing and is frequently used (MacKenzie, Lutz and Belch, 1986; Mitchell and Olson, 1981;
Ducoffe, 1996).
The salient beliefs mediate the marketing variable’s effect on attitude, attitude in turn mediates the
subsequent effects on a specific behavioral intention such as buying a product (Andersson and
Nilsson, 2000). Consumer attitudes toward advertising in general have long been found to be
negative, Zanot, for instance, found that attitudes toward advertising became increasingly negative
after the 1970s , early surveys of consumer attitudes revealed somewhat positive results (Tsang et
al, 2004). Many advertising researchers have proved the positive relation between attitude towards
the individual ad and hierarchy of effects (Bruner & Kumar, 2000).
Previous research also shows that the attitude towards the ad is partly explained by attitude to the
context in which the advertising is processed (Andersson and Nilsson, 2000). An extensive survey
of SMS advertising in the UK reveals that SMS advertising is considered as acceptable as TV and
radio advertising if it is delivered by a trusted source. Consumers are willing to (attitude toward)
receive several SMS campaigns per week, but they fear that spamming might occur (Enpocket,
2002).
Philip Kotler (2008), observed that satisfaction is a person's feelings of pressure or disappointment
resulting from product's perceived performance (outcome) in relation to his or her expectations. A

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customer is satisfied when an offering performs better than expected and is dissatisfied when
expectations exceed performance (Bolton, 1998). Similarly, customers have expectations with
regard to the behavior of service employees, when these are exceeded, the level of customer
satisfaction with the service provider is positively influenced (Thurau, 2004). Service encounter
play a prominent role in customer satisfaction (Suprenant and Solomon 1987). Customer
satisfaction is influenced by overall quality, price, expectations (Anderson, 1994; Fornell et al.,
1996) firm image (Aga, 2007) and persons desires (Spreng, 1996).

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Chapter Three
Research
Methodology

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3.1 Origin of the Report
This report is a partial requirement of the BBA program. Assigned by the institutional Supervisor
Dr. Mohammad Amzad Hossain Sarker, Associate Professor, Department Of Marketing, Comilla
University, on August, 2015. I prepared this report as a part of my study.
3.2 Objectives of the Study
Internship is a part of the course-outline of BBA program and it is mandatory. Internship is a source
of good learning and it is a basic element of a student’s career which applies the theoretical
knowledge into practical work. Internships are a great way to learn about an occupation and get
work experience at the same time. Internship enables a person to develop his skills and abilities
that are directly applicable to his career. Internships give an insight from a student’s career to a
professional career. I wanted to see for myself whether my academic progress relates to official
work or not, and so it lead me to Airtel Bangladesh.
Airtel Bangladesh because it is a Multinational dynamic organization with a powerful culture that
allows people to make the most of their skills, personality and career. I developed such knowledge
and skills which directed to my career. The internship program at Airtel Bangladesh is designed
in such a way that it ensures maximum learning in ones chosen career area and provides the person
with an insight into the company, work and people.
3.3 Significance
During my academic years in the BBA program I got exposed to many terms which are applicable
in a professional career. From the beginning of my degree I was taught about the organizational
structures, organizational hierarchy (chain of command) etc. At Airtel Bangladesh I got a chance
to experience my studious learning in relation to practical work. I became a part of the
organizational hierarchy as I had to report to my supervisors and they had to report to their
supervisors. A chain of command followed from the Manager through the Executives to the
Internees.
At Airtel Bangladesh I observed that an employee is hired through a proper recruitment and
selecting process and his training takes place on the bases of his job which enhances his
knowledge, skills and abilities. An employee is retained by providing him with perks, incentives
and benefits. All the employees of Airtel Bangladesh are given medical benefits, mobile phone
and transport facility when required to perform an official task. Human Resource planning is a
road map used to carry out an activity, everything is accurately planned in Airtel Bangladesh so
that the results can be perceived and accuracy can be achieved.

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3.4 Scope of the Study
This report renders a close analytical look at the Airtel Bangladesh with main focus and emphasis
on training and development of Airtel Bangladesh. The report is written from the point of view of
Airtel Bangladesh Ltd.
3.5 Methodology
The business research used in this report is descriptive nature. Through this descriptive research
this report seeks to determine the answers to who, what, where and how questions of the Airtel
Bangladesh Ltd. Secondary data analysis was selected as the basic research method.
3.5.1 Data Collection
Data for this report has been extracted mainly from secondary sources, as well as primary sources
by conducting depth interview.
3.5.2 Source of Secondary data
Majority of the secondary data was obtained from the Marketing Department of Airtel Bangladesh
Ltd. Annual reports of the mobile operators, their official web sites, reports done on the
telecommunication sectors and information obtained from the Internet.
3.5.3 Data processing and analysis
Collected information was processed with the aid of MS Excel computer Software. Detailed
analysis, working variables, variables and working definitions are incorporated in the report.
3.6 Questionnaire Design
I was asked to conduct a field survey among only the Airtel subscribers since the project was to
assess their attitude towards the services of Airtel. For that purpose, I had to keep the questions
easily communicable and recordable. Before starting the survey I had sit and discussed with all the
members of VAS (especially the on-field supervisor) to finalize the questionnaire.

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3.7 Sample
I have conducted my research through field Survey. For this survey, I have randomly picked 60
samples of the Airtel subscribers. As my research is to find the attitude Level of the subscribers
on overall Services of Airtel, therefore all the Airtel subscribers are my theoretical research
population. For more accurate outcome, it is appropriate to pick samples randomly from the whole
Airtel subscriber base and so I took the sample size of 60. In order to complete the purpose, survey
is the most convenient way and I conducted a survey to get the appropriate result.
3.8 Limitations
The major limitation factor for this report was primarily the reluctance and strict adherence to
confidentiality maintenance attitude shown by the officials of mobile operator. Respondents are
also not willing to share information. Most of the calculations had to be made taking Airtel
Bangladesh’s figures as the industry average. Most of the relevant literature and study materials
on the telecom sector were not updated, and no comprehensive in depth study on the cellular
industry could be found. The analysis and future projections were computed with the simplified
trend analysis by MS Excel Use of other professional of statistical software would generate reports
with higher level of precision and lower standard deviation.

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Chapter Four
Findings & Analysis

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The questionnaire that was designed for identifying the Customer Satisfaction on the Value Added
services contains 19 different questions. The first few questions and their analysis give an idea
about the demographical information about the sample population. The second part of the
questionnaire elaborates the information that is related to the customers’ opinion about the quality
of the VAS and their attitude towards the services. Last but not the least the third part of the
questionnaire describes along with the second part about the consumer satisfaction broadly. Upon
elaboration of the findings the attitude level of the customers will be clearer. All the findings are
discussed in tabulation, percentage and graphical analysis and their interpretation.
The first five findings of the questions give answers and an overview of the demographical
condition of the sample population. Interpretation and graphical representation of the most
important finding along with a total demographical analysis has been discussed elaborately below
for a better understanding.
4.1.1 Finding 1 (Gender):
Frequency Percentage Cumulative
Percentage
Valid
Male 38 63% 63%
Female 22 37% 100%
Total 60 100%
Table 1: Gender Analysis of the Sample Subscribers
Interpretation: The above table shows the statistics of the sample’s gender. Here, among all the
60 respondents 38 are male and rest of the 22 respondents are female which clearly states that 63%
of the sample population is male and 37% is female. Both the genders have been considered here
to assess their satisfaction about the Value Added Services of Airtel Bangladesh Ltd.
Graphical Representation of Data:
38
22
Male Female
Gender Analysis
Figure 1

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4.1.2 Finding 2 (Age):
Table 2: Age Analysis of the Sample Subscribers
Interpretation: From the above table, it is seen that among the 60 respondents 23% are below the
age of 21, 28% of them have their age between 21-25, there are 25% respondents between the age
limit of 26-30. 12% of the respondents belong to the age group of 31-35 and the rest of the 12%
are 36 years old or have their ages more than 36. From the above statistics, if we give a look to the
cumulative percentage then it can be said that, most of the respondents that is 76% from 100%
belong to the age group of 21-30. It can be easily inferred that the young generation prefer Airtel
more than the middle-aged one. A graphical representation has also given below for better
understanding.
Graphical Representation of Data:
0
2
4
6
8
10
12
14
16
18
Below 21 21-25 26-30 30-35 36- Above
Age Analysis
Figure 2
Frequency Percentage Cumulative
Percentage
Valid
Below 21 14 23% 23%
21-25 17 28% 51%
26-30 15 25% 76%
30-35 7 12% 88%
36- Above 7 12% 100%
Total 60 100%

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4.1.3 Finding 3 (Profession):
Frequency Percentage Cumulative
Percentage
Valid
Student 34 56% 56%
Business 7 12% 68%
Service 12 20% 88%
Teacher 5 9% 97%
Others 2 3% 100%
Total 60 100%
Table 3: Profession Analysis of the Sample Subscribers
Interpretation: In the above mentioned table there are 5 categories that were considered as the
professions of the sample subscribers. The categories are as we can see Students, Business,
Service, Teacher and Others. From the statistics it can be concluded that majority of the sample
subscribers are students that is 56%. 12% of the respondents are businessman and 20% are
involved in different services. The rest of the 9% and 3% respondents have their professions as
teacher or other activities such as doctors and lawyers.
Graphical Representation of Data:
57%
12%
20%
8%
3%
Profession Analysis
Student
Business
Service
Teacher
Others

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4.1.4 Finding 4 (Monthly Expenditure on Mobile):
Valid
Cost Frequency Percentage Cumulative
Percentage
0-100 28 47% 47%
100-300 15 25% 72%
300-500 10 17% 89%
500-1,000 5 8% 97%
1,000- Above 2 3% 100%
Total 60 100%
Table 4: Monthly Expenditure on Mobile Phone Analysis of the Sample Subscribers
Interpretation: There are five categories in the section of monthly expenditure on mobile phone to
identify with usage pattern of the telephone services. The results in this section show that 47% of
the total respondents spend up to BDT 100 for mobile phone usage every month. In the category
of BDT 100-300 there are 25% of the respondents. 17% of them have their expenditure in the
range of BDT 300-500 and only 8% spend between BDT 500-1,000 per month for mobile phone
usage. Only 3% of the total sample population spends more than BDT 1,000 on their mobile phone
every month. So from the table it can be supposed that the highest usage rate is in the range of
BDT 0-100 who are mostly students. The biggest amount user are mostly business person and
VIP’s.
Graphical Representation of Data:
0
5
10
15
20
25
30
0-100 100-300 300-500 500-1,000 1,000- Above
Monthly Expenditure Analysis
Figure 4

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4.1.5 Finding 5 (Use Airtel Connection As):
Frequency Percentage Cumulative
Percentage
Valid
No Comment 3 5% 5%
Primary 18 30% 35%
Secondary 39 65% 100%
Total 60 100%
Table 5: Use of Airtel as Mobile Connection
Interpretation: It can be seen from the above table that 65% of the respondents use Airtel SIM as
secondary mobile connection whereas 30% of the sample people use it as their primary SIM cards.
While conducting the survey there were no comments found from 5% of the respondents as they
did not have to say anything about this particular issue.
Graphical Representation of Data:
No Comment
Primary
Secondary
Use Airtel As
No Comment Primary Secondary

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4.1.6 Finding 6 (Why Use Airtel Connection):
Frequency Percentage Cumulative
Percentage
Valid
Network
Coverage
0 0% 0%
Preferable Tariff
Rate
28 47% 47%
Brand Value 7 12% 59%
Preferable
Packages
20 33% 92%
Wide Range of
VAS
5 8% 100%
Total 60 100%
Table 6: Reasons for Using Airtel as Mobile Connection
Interpretation: The above table represents the reasons behind using an Airtel connection. From
the survey, it has been seen that most of the subscribers (47%) use Airtel for preferable tariff rates.
7 of the total 60 respondents use the Airtel connection for the BRAND name of it; 20 of the 60
respondents use Airtel for the preferable packages that it offers and 8% of the respondents prefer
Airtel because of it wide array and diversity in the Value added services. And for none of the
respondents network coverage is the reason behind using an Airtel connection. So, analyzing the
above table, it can be said that, Airtel is more in use for its preferable tariff rates and packages
along with the wide range of both common and unique Value Added Services.
Graphical Representation of Data:
0
28
7
20
5
0 5 10 15 20 25 30
Network Coverage
Preferable Tariff Rate
Brand Value
Preferable Packages
Wide Range of VAS
Reasons for Using Airtel
Figure 6

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4.1.7 Finding 7 (Likeliness of Switching the Service Provider):
Valid
Frequency Percentage Cumulative
Percentage
Very Unlikely 4 6% 6%
Unlikely 11 19% 25%
Neutral 31 52% 77%
Likely 8 13% 90%
Very Likely 6 10% 100%
Total 60 100%
Table 7: Likeliness of Switching The Current Service Provider
Interpretation: From the above mentioned table we can see that 6% respondent have less
possibility of switching the current service provider that they are using. 52% of the sample
population remains neutral on this matter for not being sure whereas 19% possess their opinion on
unlikely to switch their service provider. On the other hand, 13% are likely to switch and 10% are
very likely to switch the brand they are using as their service provider.
Graphical Representation of Data:
0
5
10
15
20
25
30
35
Very Unlikely Unlikely Neutral Likely Very Likely
Likeliness of Switching The Current Service Provider
Figure 7

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4.1.8 Finding 8 (Usage of Airtel for wide range of VAS):
Frequency Percentage Cumulative
Percentage
Valid
No 37 62% 62%
Yes 14 23% 85%
Sometimes 9 15% 100%
Total 60 100%
Table 8: Usage Analysis of Airtel for Wide Range of VAS
Interpretation: Airtel provides the subscribers with the highest range of Value Added Services
among all the telecom operators in Bangladesh. So, it was also a crucial part of the study to assess
whether the Value Added Services have satisfactory impact on the purchase decision and usage of
Airtel connection. From the above table, it can be seen that maximum subscribers do not use Airtel
only or primarily for the Value Added Services. Here we can see 62% of the total sample
subscribers negatively responded which means, they do not use Airtel for the VAS and only 23%
said that they use Airtel for this particular reason. On the other hand, 15% respondents said they
sometimes keep this thing in mind while purchasing an Airtel connection.
Graphical Representation of Data:
62%23%
15%
Usage Analysis Of Airtel For Wide Range Of VAS
No Yes Sometimes

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4.1.9 Finding 9 (Satisfaction on the Pricing of Airtel):
Valid
Frequency Percentage Cumulative
Percentage
Highly Dissatisfied 6 10% 10%
Dissatisfied 13 22% 32%
Neutral 15 25% 57%
Satisfied 18 30% 87%
Highly Satisfied 8 13% 100%
Total 60 100%
Table 9: Satisfaction of the Sample Population on the Pricing of Airtel
Interpretation: Majority of the consumers are price sensitive in nature in most of the cases. As an
operator, it is therefore very important to verify the current price-sensitivity of the existing and
potential customers. This will help to make to services more worthwhile every time. Here, in this
study, it has been seen that, the bigger portion of the sample (30%) is are satisfied with the price
offered for the services which means they consider the money that they are paying is worthwhile.
13% are highly satisfied, 25% are indifferent about the price. Only 10% of the total population is
highly dissatisfied with the current charging and 22% are dissatisfied.
Graphical Representation of Data:
0
2
4
6
8
10
12
14
16
18
20
Highly Dissatisfied Dissatisfied Neutral Satisfied Highly Satisfied
Satisfaction on the Pricing of Airtel
Figure 9

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4.1.10 Finding 10 (Best Service Provider in Bangladesh):
Frequency Percentage Cumulative
Percentage
Valid
Airtel 11 18% 18%
Grameenphone 30 50% 68%
Banglalink 10 17% 85%
Robi 5 8% 93%
Citycell 1 2% 95%
Teletalk 3 5% 100%
Total 60 100%
Table 10: Analysis on The Perception of The Best Service Provider in Bangladesh
Interpretation: Based on the survey conducted in the field, 18% of the sampled Airtel subscribers
prefers Airtel as the best service provider in the country, the biggest portion of the subscribers
which is the half (50%) still prefers Grameenphone as the most preferred service provider; 17%
goes with Banglalink and 8% with Robi as the most preferable service provider of Bangladesh.
2% of the total sample prefers Citycell and only 5% prefers Teletalk the most.
Graphical Representation of Data:
Airtel
18%
Grameenphone
50%
Banglalink
17%
Robi
8%
Teletalk
5%
Citycell
2%
Best Service Provider In Bangladesh
Airtel
Grameenphone
Banglalink
Robi
Teletalk
Citycell

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4.2 Analysis Of Customer Attitude:
After analyzing the findings we can say that the customer attitude towards Airtel Bangladesh
limited is not either in positive or negative. It is existing in a neutral position in the mind of the
customer. If it can find out the problems and take immediate steps to solve the problems then it
can be able to gain a lot of positive customer attitude. Though in present market situation Airtel is
in 4th
position where Grameenphone is in the 1st
position although its growth rate is very fast. So
if it can provide better customer service then the others it can hold a good position in the market.
In present context customers are preferring Airtel mainly because of its lower call rates, low price
internet service, attracting packages, providing greater value Added Services, better customer
services etc.

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Chapter Five
Conclusion and Recommendations

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44
5.1 Respondent’s opinion and suggestions
In the respondent‘s opinion and suggestions section, the respondents shared their valuable opinion
regarding Airtel services and those are given below accordingly:
 Most of the respondents suggested airtel to upgrade its network coverage as soon
as possible.
 Some respondents also suggested to:
o Stop sending unwanted SMS
o Reduce VAS tariffs
o Increase the validity for bonus talk time
o Offer attractive handset bundle package
5.2 Recommendations
The recommendation part of the project is prepared based on the research findings. By following
those recommendations, Airtel can decrease the dissatisfactions of the customers and thus earn a
sustainable, distinct competitive advantage to achieve more market share.
 Airtel must upgrade the network coverage as early as possible. Since, the network
up gradation has not been finished yet Airtel should offer Miscall Alert service for free.
 Customers understand that network improvement cannot be done overnight. But if miscall
alert service is offered at free of cost the existing customers may compromise with the
current situation and new customers may also wish to join Airtel. Thus, dissatisfaction may
reduce regarding network problem.
 Airtel should not send unnecessary SMS to the subscribers. It makes the
customers annoyed when a SMS is received during working hours. SMS can be sent
on weekend, holidays, or in off-peak hour so that it does not make the
customers dissatisfied.
 Internet is now an integral part of our life. Airtel internet service must be
developed reasonably so that people can use more of it.
 Airtel must use advanced technology to improve the phone call quality, especially
the indoor call quality.
 The tariffs of the value added service (VAS) can be reduced so that more people can use
VAS to enrich their moments.
 Airtel offers enormous bonus talk time or SMS to the prepaid customers usable for short
time period.
Customers get dissatisfied when they find that validity of using bonus offer expires before it is
consumed. Therefore, Airtel should increase the validity date for the bonus talk time and SMS to
enhance the satisfaction level. People can afford to buy an Airtel connection with handset. Airtel‘s
new strategy of branding below the line must not be the only way of expanding their visibility.
Above the line efforts are equally required to be taken.

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5.3 Conclusion
Regular market survey and analysis is a fundamental part of the Marketing department of any
organization. Especially in the telecom industry it is really important to analyze the problems and
expectations of the current subscribers. These studies also facilitate the operator with the planning
of new subscribers’ acquisition. As a part of the regular market survey, I carried out this study in
order to assess the satisfaction level of the consumers on Value Added Services, where the
developments are needed and how the problems can be solved to retain and acquire new customers.
The principal topic of this project was to find out the attitude level of the consumers’ of Airtel.
With the tabulation and analysis through graphs it has been shown that despite being satisfied with
the quality of the VAS, 10% respondents are very likely to switch the operator and despite being
highly dissatisfied, 6% respondents are indifferent about migrating to other operator.
Airtel is a telecom service providing company where customer satisfaction is both goal
and marketing tool. Today‘s customers in the telecom industry, where lots of offers are
available, are harder to satisfy. They are smarter, more price conscious, more demanding, less
forgiving and they are approached by many more companies with equal or better offers. The
challenge is not only to produce satisfied customers also to produce loyal and delighted customer.
This is competitive and customer driven market. It is high time for Airtel to satisfy and retain
its existing customers. As the mobile connection price, call charge, even the price of the
handset have been reduced due to technological advancement people of all income level are
started using cell phone. Nowadays, most of the students and the low income people are
deeply relying on Airtel because of the cheap cost. Hence, it has become inevitable for Airtel to
expand the network coverage soon for a sustainable future.

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References
o For details information about Airtel. www.bd.airtel.com
o Wikipedia Airtel Bangladesh - Wikipedia, the free encyclopedia. Retrieved February 10,
2014, from https://en.wikipedia.org/wiki/Airtel_Bangladesh.
o Wikipedia Bharti Airtel - Wikipedia, the free encyclopedia. Retrieved February 10, 2014,
from http://en.wikipedia.org/wiki/Bharti_Airtel.
o Mobile phone subscriber of Bangladesh. http://www.btrc.gov.bd/content/mobile-phone-
subscribers-bangladesh-june-2015.
o Consumer behavior, 10th
edition, by Leon G. Schiffman & Leon G. Schiffman.
o Current market position information collected from http://en.wikipedia.org/wiki/
Telecommunications_in_Bangladesh.
o Forhad Hossain, ZBM, Airtel Bangladesh Limited, Comilla Zonal Office.
o Shiba Shankar Dey, Territory Manager, Airtel Bangladesh Limited, Comilla-12 (Sadar
Dakkhin, Barura, and Chouddagram upzila) Distribution house.
o Zafor Ahmed Liton, Manager, Airtel Bangladesh Limited, Comilla-12 (Sadar Dakkhin,
Barura, and Chouddagram upzila) Distribution house.

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Appendix
1) Questionnaire for survey:
Customer Attitude Towards Airtel
Note: I am a student of Comilla University of Business Administration, conducting a survey and
hereby request you to fill up the questionnaire. The information provided by you will be kept
strictly confidential and will be used for academic purpose only.
Q1) Your Name: ………………………………..
Q2) You are: Male/ Female
Q3) What is your age?
o Bellow 21
o 21-25
o 26-30
o 31-36
o Above 36
Q4) What is your Profession?
o Student
o Business
o Service
o Teacher
o Others
Q5) Do you have a mobile phone?
o Yes
o No
Q6) which operator’s Service do you use?
o Airtel
o Grameenphone
o Banglalink
o Robi
o Teletalk
o Citycell

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48
If you are using Airtel,
Q7) Use Airtel connection as:
o Primary
o Secondary
o No Comment
Q8) Why use Airtel Connection?
o Network Coverage
o Preferable Tariff Rate
o Brand Value
o Preferable Packages
o Wide Range of VAS
Q9) What is the best mobile phone service providing company according to your choice?
o Airtel
o Grameenphone
o Banglalink
o Robi
o Teletalk
o Citycell
Q10) Rate the following services on the basis of your satisfaction.
Excellent Very
Good
Good Fairly
Good
Average Poor
11 Network
12 Call Rates
13 SMS rates
14 New offers
15 Customer Care
16 Recharge outlets
17 Value Added Services
18 Level of satisfaction with Airtel
Q19) Give your suggestions to help in serve you better
………………………………………………………………………………………………………
………………………………………………………………………………………………………
………………………………………………………………………………………………………