Airtel Bangladesh Ltd.

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Young Consumer’s Perception on Airtel

Submitted by

SAIMA ISLAM 08-11039-2

Rashid Md.Hasanur 08-10912-2

Submitted to:

Dr.Ehsanul Huda Chowdhury

American International University -Bangladesh

Dhaka

March ,2011

Letter of Transmittal

10thMarch, 2011

Dr.Ehsanul Huda Chowdhury

American International University Bangladesh

Subject: Letter of transmittal

Dear Sir,

It is a great pleasure for us that we have the opportunity to submit the report on the “Consumer Perception on Airtel.” This report will help the organization to find out related factors with customer satisfaction and loyalty.

This is the first time I have done a correlation study in a complete form and I have tried my best to complete the study in proper way. It is true that it could have been done in better way if there would not be the limitations. I hope you will asses my report considering the limitations of the study. Your kind advice will encourage me to do further research in future.

Thanking you

Sincerely yours

Saima Islam 08-11039-2

Rashid Md.Hasanur 08-10912-2

Bhatta Charjee Pronoy 07-09395-3

Acknowledgment

This project report has created a great deal of interest in us. We must thank few people who have helped and encouraged to grow our interest. First, thanks to Dr.Ehsanul Huda Chowdhury for his proper guidance and care. At the same time we like to thank the students of AIUB, Primeasia,and Northern for providing us much information which helped and guided us through out our project report for completing our report. Our thanks to the entire fellow friends as well for their generosity to support us while doing this project report.

At last but not in the list we like to thank to our parents because only for them where we are.

EXECUTIVE SUMMARY

The project aims at understanding the young consumers perception on Airtel and its impact on the perception of Airtel Cellular Services.Research has demonstrated conclusively that it is far more costly to win a new customer than it is to maintain an existing one. And there is no better way to retain a customer than to exceed his expectations. For this purpose it is essential to know the level of customer satisfaction. The focus of my research was the measurement of customer satisfaction level for the services provided by Bharti Airte in Bangladeshl. The research was done for the young consumers of Airtel. My job was not only to represent the data. and collect the feedback from the users but also to get the major complaints resolved through internal counseling. There can be no better opportunity to interact with the external as well as the internal customers of an organization. Finally the results of the research verify the fact that keeping the customer satisfied is the best strategy to not

only retain the existing customers but also to expand the business to new horizons.

Rationale of the study:

Because of huge untapped market potential (around 70%) current telecom sector in Bangladesh is getting more competitive. Besides this, as the number of consumers are increasing day by day, they are also becoming more aware about the utilization of their money while fulfilling their personal needs. To consider these needs of people, Airtel has emphasized more on mass marketing all over Bangladesh; specialy young consumers are their target because they are the main risk taker for new product and service.

We are proposing this study to analyze the current market condition of airtel, young consumer’s perception about Airtel and about their expectations and perceived benefit from airtel by working at the field directly.

This study will help us to get overall clear idea about our focused objectives which will help us in our future job...
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