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Research Methodology

RETAIL DISTRIBUTION OF TELECOM SERVICES

Aniket KabreRoll No 63MMS First year

SIESCOMS 2009-11


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TABLE OF CONTENTS

ACKNOWLEDGEMENT 31. INTRODUCTION 41.1) Background 41.2) Reasons for selecting this study. 51.3 Research Objectives 51.4) Research Problem 5

1.5) Scope and limitations 61.6) Defining the variables 62. LITERATURE REVIEW 73. RESEARCH METHODLOGY 133.1) Research design 13Sources of data 14Sample design 144.RESULTS & FINDINGS 165.CONCLUSION AND RECOMMENDATION 255.1) Conclusion 255.2) Recommendations 266. BIBLIOGRAPHY 277. ANNEXURES 28


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ACKNOWLEDGEMENT

I express my deep gratitude to Prof. Gowri Joshi for her constant support,

guidance and motivation which helped me immensely in completing this

project. The project provided me with an opportunity to understand the

fundamentals of research methods in a better manner and apply them.

The insistence on taking up a topic like the Retail Distribution of Telecom

Services helped me to understand the nitty-grittys of retail distribution of

telecom services in great detail.

I also would like to thank our respondents for giving us their valuable time and

providing us with the information needed to carry out the research

successfully.

Aniket Kabre

SIES College of Management Studies

MMS (First Year) 2009-11


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1. INTRODUCTION

1.1) Background

At 306.45 million connections Indian Telecom Industry till May 2009, is thethird largest and fastest growing in the world. Over the last three years, twoout of every three new telephone connections are wireless. Consequently,wireless now accounts for54.6% telephone subscriber base as comparedto only 40% in 2003. The wireless technologies currently in use in IndianTelecom Industry are Global System for Mobile Communications (GSM)and Code Division Multiple Access (CDMA). Currently there are close to 10telecom service providers in Mumbai city.

So therefore it becomes all the necessary and important to study how thisservice is made available to consumers. Telecom service providers maketheir services available by retailing their services. Those companies hire theservices of retail shops on commission basis and also by offering themincentives. So the behavior and preferences of Retailers become all moreimportant.

The study aims to analyse that with the increase in competition in thetelecom service, higher levels of Retailer satisfaction with affordable pricefor end users and improved quality of services are achieving or not.

The study also shows whether the Retailer who deals with various serviceproviders product and service are satisfied with the service quality and alliedparameter attached to it or not

This study is a one of a kind study where an attempt has been made toknow the Retailers preference and behaviour they show towards a particularoperators product and services and their level of satisfaction while dealingwith those.


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1.2) Reasons for selecting this study.

In todays scenario communication has become much faster day by day.One of them is the growth of telecom sector. Today many organisationsprovide services for telecom purpose. This study will help to understandRetailer preference and their satisfaction by the services provided bydifferent organisations in this sector.It will also help these organisations toform various strategies and getting the results from marketing efforts andalso it will be important to know commercial viability of study.

1.3 Research Objectives

The main objectives that we are trying to find out through this study are:

y To understand Retailers preference in Telecom sector.

y To study the Retailer satisfaction and understand currentmarket scenario in telecom sector.

y To find out Visibility / Noticibility of product / services.

y To find out Retailers Intention to Recommend [ITR] theproduct / services.

1.4) Research Problem

Since past several years India has witnessed Telecom revolution whichchanged the way people communicate with each other. India is fastestgrowing Telecom market in the world and therefore has attracted severalplayers fighting for greator market share. Telecom Industry being

competitive, it is important for service providers to make their services /product available to consumers and for this it is vital for them to have astrong retail distribution network in place .

My area of study is to explore nature of retail distribution network ofTelecom companies and the role played by retailers to help sell serviceproviders their products / services to consumers.


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1.5) Scope and limitations

The scope of this study is limited only to 8 retailer shops in Mumbai .Thelimitation of the study is that only Retailers from Mumbai i.e. the capital cityof Maharashtra state have been taken into account.

In this survey only the view of retailer has been taken into account butneither the view of the company nor the satisfaction level of the customersis taken into account, and as we know retailers behaviour is at timesmonetarily motivated one so some of the response may be biased.However the study has provided encouraging results and there is scope forderiving more information if a more rigorous study is conducted at districtlevels to cover the entire state.

1.6) Defining the variables

Independent variable : Retail Distribution


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2. LITERATURE REVIEW

2.1) Introduction

The customers are very important and play a very crucial role in anyprocess of marketing. Today the customers are kings of the market becausethe customers loyalty and customers preference are built by the productsand services offered to the customers and they seek for more benefits andmoneys worth for the amount they spend. But these services and productsare delivered to the end customers only by the Retailers who work as theend medium in the whole chain sales. That is where the concept ofRetailers preference and Retailers behaviour comes because the Retailersmake the marketers rethink about designing their services; because of theimportant role they play in the whole chain. They have to think about themarket strategies, Retailer behaviour, Retailers taste etc also. Manymarketers are smart enough to understand Retailers needs, wants anddemands and perform beyond their expectation i.e. they delight them. itprovides them growth , profitability and creativity with lot of inventions.

Telecom Sector

The development of the telecom sector has experienced a major process oftransformation in terms of its growth, technological content and marketstructure in the last decade.

Retail distribution & Telecom

As competition in telecom sector is increasing day by day and all operatorsare in a run to increase their subscriber base, at times tend to ignore thesatisfaction level of the Retailers, who play a vital role in delivering the end

service to the customer.

Whenever we talk of growth and development of a nation, hardly can therebe anyone who can ignore the vital contribution of Telecommunicationsector. Today it has become a lifeline for us, in the absence of which wefeel we are separated the world at large.


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The importance of telecommunication product and service has gone deep inthe life of people that after three essentials of human being i.e. food, shelterand clothing the fourth one that can be added comfortably is thecommunication. A gadget and a service which can be found in everyonespalm ranging from rickshaw-puller to big businessmen. Now talking of India,which is still a developing country, the importance of telecommunication asa sector can be very well understood.

Indian telecom sector has been doing exceptionally well in the past decade.Its structural and institutional reforms have provided tremendous growthopportunity to his sector. India has nearly 250 million telephone linesmaking it the third largest network in the world after China and USA. With agrowth rate of45%, Indian telecom industry has the highest growth rate inthe world. And in this context whenever we talk of mobile telephony,Vodafone as a brand must be taken in to account. Nowadays there is lot ofcompetition between different telecom operators who in order to add moresubscriber base to the existing figures comes out with attractive customerschemes and virtually there is a tug of war between operators to get moremarket share. But in this fierce competitive war to get more subscriber base,many a times the Retailers who play a vital role in the whole chain of salesand who influence customers for a service provider are sometimesignored.. In this competitive market for a service provider to get an edge

over other operator, in addition to other prevailing factors a operator mustclearly understand the behaviour, preference and satisfaction level ofRetailers, which will help them to design effective strategies to get moresales and increase subscriber base and shift push sales to pull sales.

2.2)Analyzing Growth of Cellular Telecom Sector and understandingConsumers Preferences and Choices on the use of Cellphone.

The Indian telecom sector has emerged as the fastest growing telecommarket in the world. With more affordable services, increased penetrationand a supportive government along with regular fall in tariffs in the sectorhas brought significant changes in number of consumers and usage ofcellular telecom services.


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However, with galloping achievements, there are few challenges too, to beovercome by the Indian telecom industry to ride high on the next growthwave. Among the fastest growing sector of the economy the Indian telecomsector continued to maintain its Growth during the year as one of the keysectors responsible for the economys impressive performance.The sector has been growing in the range of20 to 40 percent during thelast three years (2002-05). The telecom sector is getting more sops from thegovernment, which will help it in growing faster more to align with objectiveof achieving the goal of reaching 250 million subscribers and a tele-densityof22% by 2007, reducing urban and rural disparities.

Indian Journal of Marketing September,2008

Dr.S.K.SinhaHeadDepartment of Financial StudiesFaculty of Management StudiesVBS Purvanchal UniversityJaunpur,Uttar [email protected]

Ajay WaghFaculty MemberDepartment of Human ResourceDevelopment,Faculty of Management Studies,VBS Purvanchal UniversityJaunpur,Uttar [email protected]


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2.3)SIM Card Management System

National Informatics Centre, Chennai

SIM Card Management System for the Bharat Sanchar Nigam Ltd, Chennai

Introduction

The Bharat Sanchar Nigam Ltd launched Mobile Celluar Servics in the year2003. Pre-paid and post-paid cell phone connections are sold to customersthrough a network of Customer Service Centres (CSC), distributors and

dealers spread over Chennai. SIM Card distribution to the various agencies,and Mobile Number allotments are centrally Monitored by the Headquartersof BSNL Mobile Services, at the RK Nagar Telephone Exchange, ofChennai Telephones.The Accounts officer at the issues SIM Cards andrecharge cards to the various CSCs as and when required. Other than CSC,post-paid cards are purchased by distributors who in sell them tocustomers.

The Accounts Officer keeps track of cards issued/sold to

CSCs/Dealers/Distributors, and of all related accounts. At the CustomerSupport Centre, a customer is allowed to choose a number of his/her liking,For the mobile phone, for later purchase, for a period of48 hours on requestby a customer, and released if payment for the connection is not madewithin the period.Fancy numbers are sold for a special fee.In case of loss ofmobile phone, or damage of SIM Card, a new SIM Card with same mobilenumber may be obtained after payment of replacement charges.

SIM Card Management System

National Informatics Centre, Chennai

SIM Card Management System


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The SIM Card Management System is an intranet application designed to handle Transactions at Customer Support Centres ; to carry out allactivities related SIM card/ GSM number distribution/ allotment by theheadquarters ; and to maintain accounts ; Through a centralised database.The SIM Card Management System uses intranet technology To give acost-effective solution that delivers powerful and robust results .Byconnecting Customer Support Centres, dealers and distributors with theservices headquarters, through A centralised server, information ismanaged effectively and effeciently.

Up-to-date and Reliable information on stock of SIM cards and recharge

cards and the revenue earned Through their sale is available at any giventime.

Product Features

Maintainance of all SIM card details in a centralised environment

Handle sale transactions at the 12 Customer Support Centres in Chennai

Handle SIM card/GSM number distribution and allotment by theHeadquarters

Maintainance modules for incorporation of new schemes, plans etc withease

Automate generation of all accounting and statistical statementsEffecient query system for the enquiry counter

The CSCs located at twelve telephone exchanges are connected to the

headquarters, BSNL Mobile Services, located at RK Nagar, throughdedicated lines. A centralised Database ,located on the server at theheadquarters, is used to track the transactions Involving stock and sales ofSIM Cards and recharge cards, and allotments of mobile

Numbers,through the various Customer Support Centres, dealers anddistributor.


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Counter operations handled are sale of connections post-paid as well aspre-paid, Sale of recharge packs, blocking of GSM number for a period of48 hours on request By a customer, sale of vanity numbers, conversion ofpre-paid to post-paid connection, Replacement of damaged SIM cards,andrceipt generation for all these transactions. The counter facilities thecustomer visiting the CSC center to view the list of available Mobilenumbers, at the time of buying, and choose one of his preference. Thesoftware Provides an administrative module for incorporating various plansand offered by BSNL From time to time. The SIM Card Managementsystem handles tallying and accounting of daily sales at the CSCs andgeneration of consolidated statements of stock and amounts collected.Facility is provided for administrator to disseminate FAQs and other

essential messages to the counter staff.


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3. RESEARCH METHODLOGY

Research is an art of scientific investigation. It is defined as A carefulinvestigation or enquiry especially through search for new facts in anybranch of knowledge. Research is a movement from the known to theunknown. It is actually a voyage of discovery. Research refers to thesystematic method consisting of enunciating the problem, collecting thefacts or data, analyzing the facts and reaching certain conclusions in theform of solutions towards the concerned problem.This chapter presents the methodology that will be use in the conduct of thisstudy and will include the discussion of research design, samplings,respondents, data gathering and statistical instrument used.

3.1) Research design

A research design specifies the methods and procedures for conducting aparticular study. Broadly speaking, there are 3 categories of researchdesign exploratory, descriptive and casual research.

An exploratory research focuses on the discovery of ideas and is generallybased on secondary data. A descriptive study is undertaken when theresearcher wants to know the characteristics of certain groups such as age,educational level, income, occupation, etc. A casual research is undertakenwhen the researcher is interested in knowing the cause and effectrelationship between two or more variables.

The type of research used in this study is Exploratorary research. The studywas structured and was rigid and its approach remained the samethroughout the study.

Research design is the blue print of the action for this study.


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Following method was adopted during study-

o Review of literature and data taken from retailers to

understand recent development in the field of Telecom.o Defining objective of the study.o Formation of questionnaire to capture primary data.

o Analysis and interpretation of primary data.o Conclusion out of primary and secondary data.

Sources of data

Primary data

Primary data consists of original information gathered for specific purposesat hand.These are gathered for a specific purpose or for a specific researchproject. Primary data was collected by Interviewing the Retailers of Telecomproducts/services.

Secondary data

Secondary data consists of information that already exist and that werebeing collected in the past for some other purposes. Secondary data usedin this study were collected from external sources like ,blogs,articles,newspapers, wiki etc. Some websites which were reallyhelpful are www.slideshare.com,oppapers.com . There were many research

journals which were referred to.

Sample design

Sampling technique adopted

The sampling technique used Stratified random sampling. The respondentsin the sample were retailers of five different telecom service providers.


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Sample size

Eight retailers of different telecom service providers were considereddealing with pre-paid and post-paid taken into account.

Tools and techniques adopted

The study exploited both primary and secondary sources of data. Theprimary sources comprised of structured questionnaire consisting of 8questions . The open ended questions were basically in the form ofinteraction with Retailers by filling up of questionnaire. The sample size for

the the study consisted of 8 retailers dealing in both prepaid and post-paidproduct and services. The data was collected from the respondents whowere Retailers for products and servicesof Five telecom operators

The data gathered were analysed and interpreted in absolute numbersThe questionnairehas been attached in the annexure.The secondary source basically consisted of internet, articles, andnewspaper.


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4.RESULTS & FINDINGS

4.1)Data Analysis

1) Sales Frequency

Operator Airtel Aircel Loop Rtl VodafoneAs per need 3 8 21 8 3

Daily 77 64 11 50 73Once 2 3 35 4 1

twice 17 23 20 31 23

Thrice 2 3 13 7 1Total 100 100 100 100 100

Percentage of sales persons visit to the Retailers

From the above date we can analysis we can easily find out that the dailyvisit of Airtels sales person is the highest. From a Retailers point of

view, it is always expected that the sales person of a company i.e (FOS &DSE) gives him a daily visit. So from this analysis it can be clearlyfound out that Retailers are most satisfied with Airtel and Vodafone interms of sales frequency.So here Airtel is ahead with a daily visit of77% to the retailers followedclosely by Vodafone with 73%. However Aircel is also very close with 64%.But both BPl loop and Reliance are very far behind ,having 11% and50% respectively are far from Airtel and Vodafone in terms of salesfrequency, and as such Retailers are not very satisfied working for thesaid companies


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2) Better Sales person

sNo ofRetailers

Company

3 Airtel

2 Vodafone

1 Aircel

1 RelianceCommunications

1 BPL Loop

As per the data gathered, it was analysed that Airtels sales persons arethe best sales persons where three out of eight retailers interviewed saidthey thought sales person of Airtel were better and isfollowed by Vodafonewith Two of the retailers going in their favour. Where as Aircel , Reliance,and BPL Loop had one retailer each going in their favour as they arelagging behind in terms of Retailer satisfaction with these companys salesperson. The major reasons behind the fact that Airtel is the clearwinner in case of sales person can be summarised as; Airtels sales personare a good listener, they inform in advance about the schemes to theRetailer quick service and are efficient, are co-operative and helpful,have quick problem solving ability, receives Retailers call and reverts backin time, behaves like a friend, educates and update Retailers about variousschemes and productresolves complaints quickly, whenever needed visits the Retailer twice in aday has got serious attitude towards his job, behaves decently, and if attimes need provides credit to the Retailer for a single day in case of Easy-Recharge. So here we can clearly see that higher the visit of sales

person, the more satisfied the retailer is. So sales frequency has a directco-relation with the satisfaction level of the retailers. This can beascertained by looking into the first table where salesfrequency has been depicted.


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3) PRICING

No ofRetailers

Company

3 Vodafone2 Airtel

1 Aircel


1 BPL Loop

From this analysis it can be gathered that in terms of pricing the clearverdict of Retailers goes to Vodafone with three retailers going in theirfavour. The other service provider are a no match to Vodafone strongpricing strategies with Airtel having 2, Aircel with 1, Reliance with 1 andBPL Loop having also 1 Retailer verdict. The major reasons behind thefact as to why Retailers have voted for Vodafone as having the bestpricing is that presently Vodafone is having an edge over other operatorsbecause of its good offerings and customer schemes with newconnection like,

Rs.10 inbuilt talk time

Chalta rahe validity

200 minutes free Vodafone to Vodafone calls

And all this are free with every Rs.99 new prepaid connection.Whereas no

other operator is offering so much with Rs.99 new prepaid connection. Thisis the reason why most Retailers said that Vodafones product is worth thevalue and is appropriately priced.


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4) PRODUCTS EASY TO SELL

No ofRetailers

Company

4 Airtel1 Vodafone

1 Aircel1 Reliance

Communications

1 BPL Loop

As per the data it can be analysed that for four out of eight Retailers said Airtels product is very easy to sell with , followed by Vodafone , Aircel,Reliance and BPL Loop having one retailer each in their favour..

5) PROFIT MARGIN

No ofRetailers

Company

1 Airtel

3 Aircel1 Vodafone


1 BPL Loop

From the table it can be observed that regarding profit margin Aircel and

is the clear winner with three retailers each going in its favour. Airtel,Vodafone Reliance and BPL Loop with 1 each retailer going in theirfavour.. The main reason for Aircel becoming the winner is that they giveRs.49 per connection to the Retailer who sells it to the end customer forRs.99, whereas at this margin even increases upto Rs.65 70 whenRetailers schemes goes on.


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6) LIKE TO SELL THE MOST

No ofRetailers

Company

4 Airtel

1 Aircel

1 Vodafone1 Reliance

Communications

1 BPL Loop

If we analyse the table above we can see that majority of Retailers like tosell Airtel connection where Airtel have Four retailers voting in theirfavour followed by Vodafone , Airce Reliance and BPL Loop with 1each. The major reason as to why Airtel is voted as the company whoseconnections are easier to sell even when is low real profit and is liked byRetailers to sell the most are:-

y Easy to convince and sell

y

Good network strength and availabilityy More demand from customer

y No harassment for both Retailer an customer

y Good schemes floated by Airtel

y Easy to convince and sell

y Good network strength and availability

y More demand from customer

y No harassment for both Retailer an customer

y

Good schemes floated by Airtel


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7) CLAIM SETTLEMENT

No ofRetailers

Company

3 Airtel0 Aircel

5 Vodafone


0 BPL Loop

Satisfied by Claim settlement

Claim settlement of schemes is also one another criterion of findingout the satisfaction level of Retailers because of which they showparticular kind of behaviour while dealing with the products andservices of a concerned company. Now if we analyse the table relatingto satisfaction in terms of claim settlement we see that Vodafone is theclear winner with The Five retailers going in their favour, followed by Airtelwith three ,Aircel , Reliance and BPL Loop with none. The reason for this isthat Vodafone settles it claim with Retailers in the least possible time.Theaverage timetaken by Vodafone to settle the claim came at around 20days which is good when compared to others.

Now coming back to dissatisfaction in terms of claim settlementregarding schemes Reliance , Aircel , BPL Loop have no retailers votingin their favour. The reasons behind the dissatisfaction of Retailersregarding claim settlement are that these companies are least botheredfor the Retailers once the scheme is over and the lack of proper attitudefrom company people to resolve Retailers issues relating to claimsettlement. In majority of the cases either the claim amount is pending forover six month period of time .


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8) SERVICE QUALITY

No ofRetailers

Company

3 Airtel

1 Aircel2 Vodafone


1 BPL Loop

Satisfaction and Dissatisfaction of a retailer regarding a particular service

provider largely depend upon the service quality of a particulartelecom operator. Here when we talk of service quality of a particularservice provider it basically comprises of five vital components or factorsviz:-

o Companies fast responsiveness to a problem

o

Company having helping attitude

o Company abiding by the time frame promised

o Company having empathetic look

o Company whose dealings are reliable

i.e to say the RELIABILITY,TIMELINESS,ATTITUDE,EMPATHY, andRESPONSIVENESS of a particular service provider.

Now if obseve the table that Airtel is the best in terms of service qualityand it scored on all these factors and parameterswell. Because of thereason that its service quality is best as compared to others.


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Retailers are satisfied being associated wih the company and theyalso feel motivated to influence customers for Airtel. Which is closelyfollowed by Vodafone and then , Aircel, Reliance and BPL Loop.

The major reasons behind as to why Retailers voted Airtel in this parameterare :-

Problem solving attitude of company people

o Fast service and processing

o Co-operative FOS and sales people

o Excellent distributor service

o Good network availability


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9) MOST IMPORTANT FOR RETAILER

From the survey an attempt was also made to find as to what is the mostimportant for a Retailer whether its the network or services of a serviceprovider or the Retailers own margin and scheme that he gets from aoperator or whether its the efficient service of a distributor which gives himan extra mile or its the efficiency in service of the DSE or FOS.

But analysing the chart we can find out that majority of the Retailers votedfor NETWORK and SERVICE of a service provider which got four retailersgoing for it , followed by RETAILERS MARGIN AND SCHEME with tworetailers voting for it and SERVICES OF DSE AND FOS andDISTRIBUTOR SERVICE with one retailer each going for them. The reasonbehind such response is that majority of the Retailers feel that if the networkand service of a operator are perfect other things will follow themselvesThe main aim behind framing such a question was to know as to what is thehidden impulse of Retailers in general is, either it is only to earn profit or

whether they have any concern for the other allied services provided by aservice provider. Getting responses of such questions largely helpmarketers to get the pulse of the Retailers and help them in designingappropriate strategies to provide utmost satisfaction to both Retailers andend consumers.


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5.CONCLUSION AND RECOMMENDATION

5.1) Conclusion

Now taking into account the observation and findings and consideringthe parameters set in the questionnaire it can be concluded that outof the six essential parameters i.e

Sales Frequency

Sales Person

Pricing

Profit Margin

Claim Settlement and

Service Quality

In the two parameters i.e pricing, and claim settlement Vodafone isahead but closely followed by Airtel.

Whereas Aircel is ahead only in case of profit margin. So here we canclearly see that both Vodafone and Airtel are focussing on better servicequality as a sales and distribution strategy, however for Aircel theprimary strategy is to lure the retailers with high profit margin

From the observation and the findings of the survey it comes out clearly that

the retailers play a very vital role in acquiring customers by influencing theirdecision making in favour of the service provider which the retailers likes themost. It also comes out clearly that profit margin is not the onlyreason for which retailer sells a particular brand but other aspects suchas service quality, pricingof products and services, timely settlement of claims are equally importantThe survey also brings out clearly that Vodafone has pretty


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well occupied the mind share of the retailers with its attractive pricing,quality service in terms of quick retailer claim settlement, good servicefrequency.However from the survey it has also clearly come out that no doubt it

has quite well garnered the faith and belief of retailers but there arecertain problem areas for Vodafone too. A segment of retailers feel thatthere is more DSE/FOS churn in case of most companies as a result ofwhich the retailers are not able to build up a good bonding with them whichisnot there in case of Airtel and this can clearly be corroborated from thetables of sales frequency and sales person.

5.2) Recommendations

It is recommended to three of the five companies in particular i.e Aircel,Reliance Communications and BPL Loop to closely follow or study the retaildistribution strategies of leading Telecom companies Airtel and Vodafoneon the parameters on which they are lagging behind which are discussedabove.


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6. BIBLIOGRAPHY

BOOKS

Kothari, C.R, Research Methodology, Second Edition, New Delhi, WishwaPrakashan, 1990

WEBSITES

y www.slideshare.com

y www.oppapers.com

y www.google.com

y www.wikipedia.org

y www.dot.gov.in

y www.trai.org.in

Articles

Thesis on Critically analyse the customer preference and satisfactionmeasurement in Indian Telecom Industry by Naman Shah, submitted atIIPM, Ahmedbad.


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7.ANNEXURES

Copy of Interview Schedule.

Which Companys salesperson visits you the most?

Which Companys salesperson is better as compared to other?

Which Company has got the best pricing?

Which companys product is easy to sell?

Which company is offering the best profit margin to you?

Which Companys connection do you like to sell even when there is lowprofit.?

Which companys claim settlement are you most satisfied and with whommost dissatisfied?

Which Companys service quality is better as compared to other and withwhich Company you are satisfied being associated with and feel motivatedto influence customer for?

Which aspect to you is most important from business point of view?

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