Research report

on
Consumer perception of promotion tools used by
Vodafone by Social Population of Vodafone

Submitted in partial fulfillment for the degree of

Master of business Administration

Faculty of Management and Technology

Harish Chandra P.G. College
Varanasi
Session: 2016 -17
Under Guidance of:-
Submitted by:-
Mr. Abhishek Kumar Singh
Simple Singh
F.M.T. Harish Chandra P.G. College
MBA 4th Semester
Bavanbeegha, Varanasi
Roll No.1515470019

1
 PREFACE

In a professional course like MBA, the significance of

practical knowledge through research is enormous. During
this period, one gets an opportunity to learn about the
corporate activities as well as field activities in a clear way.
In other words the training offers an opportunity to learn
and develop managerial capabilities.
It has been my best and sincere effort to collect
information from various sources though the time limit
was short I have tries my best to do the justice. Any errors
and omission that might have occurred are totally
unintentional and unfortunate. I shall always be obliged to
everybody whoever put his/her valuable comments on this
report.

2
 ACKNOWLEDGEMENT

Though no words can express my heartiest regard to the

enthusiastic and ever supporting sources that gave me
assistance and support as and when required, yet I have
tried to compile the same, in bringing this Research
project named Consumer perception of promotion
tools used by Vodafone by Social Population of
Vodafone and state before you.
I am very thankful to my learned
guide
Mr. Abhishek Kumar Singh, who not only inspired me to
work on the project but also gave his valuable time in
spite of his busy routine. It would not have been possible
for me to make this project without his masterly guidance.
I am thankful to all the employees of HDFC Bank for
providing me the opportunity to learn from their
systematic approach of accomplishing the work.

SIMPLE SINGH

3
 MBA IV SEM

DECLARATION

I Simple Singh hereby declare that this Research report

entitled named Consumer perception of promotion
tools used by Vodafone by Social Population of
Vodafone " submitted in partial fulfillment of the
requirement of course curriculum of Master of
Business Administration is an original work and has
not been submitted for the award of similar title
elsewhere.
I hereby state that all information collected through the
questionnaire is correct and true to the best of my
knowledge.

Simple Singh

4
5
 CONTENTS-
Page No.
INTRODUCTION ...............................
RESEARCH METHODOLOGY
3.1 Research method
3.2 Validity and Reliability
Chapter-4
4. DATA ANALYSIS AND INTERPRETATION
Chapter-5
5. RESEARCH FINDINGS AND ANALYSIS
Chapter-6
6 DISCUSSIONS
6.1 What motivates the employees of HDFC BANK?
6.2 Which reward system is perceived the most
motivating?
6.3 Further development of the reward system
Chapter-7
7 SUGGESTIONS FOR IMPROVEMENT
Chapter-8
8. CONCLUSION
Limitations of the study and further research
Chapter-9
9. SWOT ANALYSIS
10. BIBLIOGRAPHY
11. APPENDIX
12. QUESTIONNAIRE

6
 EXECUTIVE SUMMERY
The study is oriented towards the consumer behavior of the existing and
new Vodafone subscribers and the study focuses on the pre-paid services
which have been offered by the company.

The study was conducted to gauge into the consumers mind and
understand the various consumption related aspects of individuals. The
study of consumer behavior will help to know the psychological, social
and physical behavior of all potential consumers as they become aware of
evaluate, purchase, consume and tell others about products and services.

The objectives of the study is to understand behavioral pattern of

potential customer, consumer perception, brand awareness, buying
motives and their expectations and satisfaction level to delight them.

Information is collected from different sources. The primary information

is obtained by interviewing the customers with the help of questionnaire.
The secondary data is collected from company records, through the help
of external guide and also through the visit of website of the company
www.vodafone.com.

Sample size is limited to respondents, who are existing and new Vodafone
consumers.

7
The questionnaire is analyzed with the help of tables and charts. Which
may helps to know about consumer perception, awareness and
satisfaction level of the consumer etc.

Lastly the findings indicate that most of them are satisfied with the
products and services and suggestion to be implemented regarding,
network, providing subsidized rates for calling and messaging etc
.Keeping the above factors and consideration we arrive to suitable
conclusion that trends in mobile segment is and its growth is tremendous.
If the demand is rising in the same pace then the company should be able
to provide innovative products and value added services to the
subscribers.

Finally an effective sales person has to be employed in order to influence

the buyer decisions, the company should have exciting offers with the
service they provide.

8
 GENERAL INTRODUCTION
Definition of Consumer Behavior: Consumer behavior has been
referred to as all the psychological, social and physical behavior of all
potential consumers as they become aware of, evaluate, purchase,
consume and tell others about products and services

All the firms have started considering customer as the king or queen.
Interestingly, after the liberalization of India economy, the market place
is flooded with many new players including the host of MNCs resulting
in then availability of more number of brands in every segment of the
market. On account of this consumer has started being choosy about what
to buy. Thus all firms are becoming not only customer focused but are
also trying to build relationship with them. This is done by continuously
updating knowledge, information, and understanding of the customer
needs perceptions, and expectations.

Concepts:

1) Having a better understanding of consumer behavior will help the

firm to become better than their competitors.

2) On understanding consumer behavior firm will be able to predict

the consumer perceptions and acceptance of their various
informational and environmental cues and thus plan their
marketing programs or strategies accordingly.

3) On understanding consumer behavior firm will be able to predict

the consumer satisfaction level.

9
 INDUSTRY PROFILE:
INDIAN TELECOM INDUSTRY

The Cellular Operators Association of India (COAI) was constituted in

1995 as a registered, non-profit, non-governmental society dedicated to
the advancement of communication, particularly modern communication
through Cellular Mobile Telephone Services. With a vision to establish
and sustain a world-class cellular infrastructure and facilitate affordable
mobile communication services in India, COAI main objectives are to
protect the common & collective interests of its members.

The telecom industry is governed under National Telecom Policy -1999

The first GSM call was made in 1996 on Bharti Cellular Network in New
Delhi.

SMS service started in the year 2000. India presently follows a CPP
model, whereby calling party pays. Incoming calls were made free since
April 1, 2002 and that has substantially boosted the subscriber growth
rate. In India GPRS is widely offered by major operators. BPL was the
first operator to launch GPRS in India, followed by Airtel, Hutch and
Idea.

The Indian Telecommunications industry is divided into four Service

segments:

Basic Services (Conventional Fixed line + CDMA Fixed line)

Mobile (GSM + CDMA)

National Long Distance (NLD) or Subscriber Trunk Dialing (STD)

International Long Distance (ILD)

10
ILD Voice over internet (VoIP)

The entire country is divided into Telecom License Zones known as

Circles.

Licenses are awarded to the operators as per the circles, not as per the
states.

Each circle requires a different license.

11
OUT LOOK
The recent tariff cuts announced by various telecom operators would
affect he bottom line of these companies. The companies that are
unequipped to match up with the competition and does not have
economies of scale would loose out in this race. Smaller players might
find difficult to be in the business and may merge with big players
leading to consolidation in the industry. Hike in foreign direct investment
(FDI) from 49% to 74% had hit roadblock due to political indifference
and security concerns expressed by intelligence bureau. This would block
cross border mergers in coming periods.

12
Vodafone publishes study on socio-economic impact
of mobile phones in India

Vodafone recently launched their latest addition to their

series of studies on the socio-economic impact of mobile
(SIM). Entitled India: The impact of mobile phones, the
report demonstrates that mobiles aid the process by which
disadvantaged groups, including the low-skilled labor
force, enjoy the fruits of economic growth.
The team of researchers, led by the Indian Council for
Research on International Economic Relations(ICRIER) who
produced the report, found clear evidence to suggest that
mobile penetration facilitates economic growth. More
specifically, it shows that Indian states with 10% higher
mobile phone penetration will enjoy an annual average
growth rate 1.2% higher than those with a
lower teledensity.
The report contains specific studies of how mobile devices
benefit rural farmers, small- and medium-sized enterprises
(SMEs) and the populations of urban slums. The research
also showed that information via mobile, such as weather
reports and market prices, has begun to have an impact
on productivity for the agricultural sector.
However, it also concludes that other infrastructure
challenges, such as poor roads and a lack of refrigerated
transport, need to be addressed in parallel in order for

13
farmers to realize the full potential of access to
information via mobile.
Neil Gough, Director of Public Policy Emerging Markets at
Vodafone Group, said, We are pleased to have been able
to fund this important study. As a company, we believe
that public debate of these issues is fundamental to the
development of effective regulation. The research
demonstrates that access to telecommunications acts as a
catalyst to realize productivity and efficiency
improvements, thereby making it possible for the benefits
of economic growth to be shared amongst a greater
proportion of the population.
Dr Rajiv Kumar, Director and Chief Executive of ICRIER,
suggests that the research report should provide
government with the analytical and empirical content to
refresh the policy environment for telecommunications. He
believes that certain policy changes could stimulate
greater investment in Indian telecommunications, improve
access to communication in poorer areas and ultimately
lead to increased economic growth.
India has a lower teledensity than many other emerging
economies including China, Pakistan and Sri Lanka. We
also lag far behind in terms of internet access, said Dr
Kumar. It is therefore particularly important that in these
challenging times we step up to the mark and create the
appropriate regulatory environment to attract investment

14
and sustain a world-class telecommunications service. Our
global competitiveness depends on this.

COMPANY PROFILE

About Vodafone Essar Limited

Vodafone Essar in India is a subsidiary of Vodafone Group Plc and

commenced operations in 1994 when its predecessor Hutchison Telecom
acquired the cellular license for Mumbai. Vodafone Essar now has
operations in 16 circles covering 86% of Indias mobile customer base,
with over 34.1 million customers*.

Over the years, Vodafone Essar, under the Hutch brand, has been named
the 'Most Respected Telecom Company', the 'Best Mobile Service in the
country' and the 'Most Creative and Most Effective Advertiser of the
Year'. Vodafone is the world's leading international mobile
communications company. It now has operations in 25 countries across 5
continents and 40 partner networks with over 200 million customers
worldwide. Vodafone has partnered with the Essar Group as its principal
joint venture partner for the Indian market.

15
The Essar Group is a diversified business corporation with interests
spanning the manufacturing and service sectors like Steel, Energy, Power,
Communications, Shipping & Logistics and Construction. The Group has
an asset base of over Rs.400 billion (US$ 10 billion) and employs over
20,000 people.

Hutch is now Vodafone 19 September 2007

September 19, 2007: Vodafone, the worlds leading international mobile

communications company, has fully arrived in India. Vodafone Essar
announced that the Vodafone brand will be launched in India from 21st
September onwards.

Vodafone, the worlds leading mobile telecommunication company,

completed the acquisition of Hutchison Essar in May 2007 and the
company was formally renamed Vodafone Essar in July 2007. "This
transition is probably the largest brand change ever undertaken in this
country and arguably as big as any in the world. It is even larger than
thier previous brand transitions as it touched over 35 million customers,
across 400,000 shops and thousands of our own and our business
associates' employees."

THE TOP MANAGEMENT

Asim Ghosh, Managing Director, Vodafone Essar

Harit Nagpal, Marketing and New Business Director, Vodafone Essar

Samuel Selvakumar, Chief Executive Officer, Vodafone Essar

The Vodafone mission is to be the communications leader in an

increasingly connected world enriching customers lives, helping

16
individuals, businesses and communities is more connected by delivering
their total communication needs.

Vodafone's logo is a true representation of that belief - The start of a new

conversation, a trigger, a catalyst, a mark of true pioneering.

17
GSM OPERATOR- BHARTI

Brand Name: AIRTEL

Network: GSM 900, 1800, GPRS, EDGE

Network Coverage: 17 Telecom circles

Subscriber base: 7,062,443 (May 2004)

Subscriptions: Post Paid, Pre Paid

VODAFONE TELECOM

Brand Name: Vodafone

Network: GSM 900, GSM 1800, GPRS, EDGE

Network Coverage: 14 Telecom Circles

Subscriber base: > 5 million

Subscriptions: Post Paid, Pre Paid

IDEA

Brand Name: IDEA

Network: GSM 900, 1800, GPRS, EDGE

Network Coverage: 6 Telecom circles

What an Idea!
Subscriber base: < 4 million An idea can change your life.

Subscriptions: Post Paid, Pre Paid

BPL Mobile

Brand Name: BPL

Network: GSM 900, 1800, GPRS

Network Coverage: 6 Telecom circles

18
 Subscriber base: < 2 million

Subscriptions: Post Paid, Pre Paid

CDMA Operators - RELIANCE

Brand Name: RIM- Reliance India Mobile

Network: CDMA 2000-1x

Network Coverage: 18 Telecom circles

Subscriber base: > 6,8 million

Subscriptions: Post Paid, Pre Paid

TATA INDICOM

Brand Name: TATA or TATA Indicom

Network: CDMA 2000-1x

Network Coverage: 6 Telecom circles

Subscriber base: > 2 million

Subscriptions: Post Paid, Pre Paid

19
SERVICE PROFILE
The name Vodafone comes from Voice data fone chosen by the
company to reflect the provision of voice and data over mobile phones.

Vodafone services are

TUNES AND DEVOTIONAL

DOWNLOADS
ASTROLOGY
SPORTS AND
TRAVEL MAIL,
MESSAGE, etc
NEWS AND
UPDATES
ENTERTAINM
FINANCE
ENT
CALL BILL INFO
MANAGMT
SERVICES

Vodafone products are-

POST-PAID

PRE-PAID

WORLD CALLING CARDS

HOME CALLING CARDS

VODAFONE -HANDY PHONES

20
STATEMENT OF THE PROBLEM

The study was made on consumer behavior of

existing and new Vodafone subscriber. The main
aim of the research is to analyze behavior of
existing and new Vodafone subscriber to meet
their preferences and expectations. To know,
perception and satisfaction level of Vodafone
services and products. The study of consumer
behavior will help to gauze the consumers mind
and understand the various consumption related
aspects of individuals. Understanding of
consumer behavior will make the study of
marketing management more interesting,
understandable and increase awareness of its
practical implications.

21
22
OBJECTIVES 0F THE STUDY:

To understand consumer perception about

products and services.

To understand the consumers satisfaction

level about products and services.

To know the market potential of Vodafone

products and services.

To analyze the brand awareness.

23
24
SCOPE OF THE STUDY

The study is carried out to know the fallowing

aspects.

To assess, the consumers needs and wants.

To predict, the consumers acceptance of

firms various informational and

Environmental cues.

To gauge into the consumers mind and

understand different consumption

related aspects, of individuals.

To know the percentage of usage of value

added services.

To understand, behavior, of brand loyal

consumer.

To understand, behavioral pattern of

potential consumer.

To analyze, the buying motives of the

consumers, while making their purchase

decisions.

To understand, expectations and

satisfaction level, of consumers.

25
A study of this kind helps to put theoretical
aspects into the project and aims to give
information. Nature of the study methods used,
findings of the investigation, conclusions, and
recommendations inferred from the findings aims
to enable Vodafone to implement the
recommendations made at the end of the study.

The research is purely based on the survey

conducted in Bangalore city and has been focused
on Vodafone subscribers. The number of
respondents intervened is 100.The study covers
information about customer brand preference,
brand awareness, service attributes, etc. Overall
scope of the study would be to enhance the
services to the subscribers, in the city.

26
CIRCLE GROWTH

Circle Definition: in India areas classified on the

basis of subscriber and revenue potential, Where
Metro circle has the highest potential and C circle
has the lowest

Entire Nation is divided into 4 circles Metros,

A, B & C

Metro circle Delhi, Mumbai, Kolkata &

Chennai

A Circle: States of Maharshtra, Gujarat,Andhra,

Karnataka & Tamilnadu

B Circle: States of Kerala, Punjab, Haryana, Uttar

Pradesh, Rajasthan & Madhya Pradesh

C Circle: States of Himachal, Bihar, Orissa,

Assam, Kashmir and North East States

In circle wise growth C circles

continuous to be the fastest growing circle due to
its low base. In C circle Reliance and BSNL are
the major operators. Reliance is depending on
CDMA Technology for its growth. BSNL depends
on GSM technology in this circle. Circle A
accounts for highest share of 37% and grew by
5.1%.Growth in A circle is lead by Karnataka
and Tamilnadu which grew 7.9% and 8.7%.

27
28
VAS AWARENESS IN INDIA

29
 RESEARCH METHODOLOGY:

SOURCES OF DATA:

Data, facts, figures, other relevant material of past

and present and surveying are the basis for study
and analysis. Without an analysis of factual data
no specific inferences can be drawn on the
questions under study. Inferences based on
imagination or guesses cannot provide correct
answer to research questions. The relevance
adequacy and reliability of data determine the
quality of the findings of a study.

For the purpose of the present study, data from

two sources has been collected, namely primary
data and secondary data.

PRIMARY DATA:

Primary data is source from which the researcher

collects the data. It is a first hand data, which is
used directly for the analysis purposes. Primary
data always gives the researcher a fairer picture.
In the present study primary data has been
collected using questionnaires. For the purpose of
collecting the same, 100 respondents have been
randomly selected. Even the response of the
respondents was taken into consideration. In this

30
study, primary data plays a vital role for analysis,
interpretation, conclusion and suggestions.

SECONDARY DATA:

Secondary data is data which is collected and

compiled for other purposes. Secondary data also
plays a key factor in providing more information
which will influence the analysis. Few of the
main sources of secondary data include
newspapers, business journals, magazines,
internet and company reports, etc.

POPULATION
The aggregate of all the units pertaining to a study
is called the population. Population is the largest
group to be studied. Its the total collection of
elements about which we wish to make inferences
the populations for this research are the people
residing in Bangalore City.

SAMPLE DESIGN:
The part of the population is known as sample.
The process of drawing a sample from a large
population is called sampling. The type of sample
design used is Random Sampling. Random
Sampling gives every unit of the population a
known and probability of being selected. Since
random sampling implies equal probability to

31
every unit in the population, it is necessary that
the selection of Bangalore city only.

SAMPLE PLAN

SAMPLE SIZE:

The sample size for the survey is 100 respondents

of which 50 are Existing VODAFONE
Subscribers and 50 are New VODAFONE
Subscribers.

SAMPLE UNIT

One of the units into which an aggregate is

divided or regarded as divided for the purpose of
sampling, each unit being regarded as individual
and indivisible when the selection is made. The
definition of unit may be made on some natural
basis for example households, persons, units of
product, etc. Hence, in the study the sample unit
is Respondents who are Prepaid Vodafone
Subscribers.

TOOLS AND TECHNIQUES OF DATA

COLLECTION:

32
The following sampling techniques have been
implemented:

Personal Interviews: Approaching people

personally and interviewing directly.

Questionnaire:

Designing the questions, in such a way, that it

covers various opinions, views about
VODAFONE subscribers at the present market
conditions. The questionnaire consisted of various
types of questions say Open-ended questionnaire,
Close-ended or Dichotomous questions, and
Multiple-choice questions.

FIELD WORK

This project involved a field work where in the

survey is conducted by having a personal
interaction with 100 subscribers who are
VODAFONE subscribers. Personal interaction
has been carried out and the information sought as
was required in the questionnaire for the purpose
of data processing and analyzing. The
respondents have been directly contacted.

DESCRIPTION OF THE RESEARCH

DESIGN:

33
The present study has been designed to collect the
opinions and perspectives of the Vodafone
subscribers.

The data has been collected through

questionnaires filled up by personal interviewing
subscribers. The questionnaires have been made
as concise as possible. Personal information has
been collected in order to know their personal
background. The questionnaire has been
administered to the respondents directly so that
any doubt regarding the questionnaire could be
immediately clarified. The questionnaire
consisted of various types of question namely
multiple choices, close ended, open ended, and
ranking etc, a copy of the questionnaire is
enclosed in the annexure.

RESEARCH DESIGN

The sampling design carried out is convenience

sampling. The marketing research problem calls
for the descriptive types of research. Descriptive
studies are undertaken in many circumstances.
When researcher is interested in knowing the
characteristics of certain groups such as age, sex,
income level, etc. or in case researcher is
interested in knowing the proportion of people in

34
a given population who have behaved in
particular manner.

Descriptive research is used for the following

data.

Consumer profile study.

Consumer behavior study.

35
METHODOLOGICAL ASSUMPTIONS

For the purpose of the study the following

assumptions have been made.

o It has been assumed that the information

given by the respondents are authentic,
bonfire and genuine.

o The sources of the data are the basis, from

which the actual required information can
be extracted.

o The sampling procedure adopted will help

in choosing an appropriate sample that
truly represents that actual population.

o It has also been assumed that interview-

questionnaire is more suitable for
collecting data for the present day.

36
LIMITATIONS OF THE STUDY:
The limitations of the study are as follows:

Sample size of the subscriber is limited.

Many subscribers do not give the exact

picture of their opinion.

The time period for conducting the survey

is inadequate as the sample size covers only
Bangalore city.

One subscriber may have more than one

connection.

The opinion of the subscriber depends on

the geographical location of the subscriber
this may include the network of the
provider.

Since its a prepaid service it may be

temporarily be used.

Since most of the subscribers are teenagers

it fails to give a general view of other age
groups.

37
 DATA ANALYSIS AND
INTERPRETATION
Data analysis and interpretation about the
research is carried out by using tables and
Charts like pie charts and bar charts etc.
PROFILE OF THE RESPONDENTS OF
NEW VODAFONE SUBSCRIBERS
TABLE 1
Profile of the respondents based on Gender.
GENDER NO OF PERCENTAGE
RESPONDENTS
Male 45 90%
Female 5 10%
TOTAL 50 100%

38
Interpretation:

Further from the inference the researcher can

interpret that majority of the

respondents are males.

TABLE 2

Profile of the respondents based on age group.

AGE GROUP NO OF PERCENTAGE

RESPONDENTS
<18 yrs 3 6%
18 to 29 yrs 38 76%
30 to 40 yrs 6 12%
>40 yrs 3 6%
TOTAL 50 100%

39
INTERPRETATION:

From the above researcher interpret that majority

of the respondents are of the age group 18 to 29
years.

TABLE 3

Profile of the respondents based on

Occupation.

OCCUPATION NO OF PERCENTAGE
RESPONDENTS
Student 36 72%
Salaried 9 18%
Businessmen 2 4%
Others 3 6%
TOTAL 50 100%

40
INTERPRETATION:

From the above inference it is clear that large no

of subscribers are students.

TABLE 4

Profile of the respondents based on Brand-

sequence.

BRAND NO OF PERCENTAGE
RESPONDENTS
Airtel 20 40%
Vodafone 15 30%
spice 7 14%
Relience 4 8%
BSNL 3 6%

41
Tata indicom 1 2%
TOTAL 50 100%

INTERPRETATION:

From the above, researcher can interpret that most

of the subscriber recall the brand

Which, they use. Hence majority of the

subscribers prefer Air-Tel followed by Vodafone,
Spice, Reliance, and BSNL.

TABLE 5

Profile of the respondents based on Brand-

Switching.

RESPONSE NO OF PERCENTAGE
RESPONDENTS
Yes 20 40%

42
No 30 60%
TOTAL 50 100%

INTERPRETATION:

From the above, researcher can interpret that most

of the subscribers are loyal to their brand and
there is small percentage of subscribers who
switch their brand.

TABLE 6

43
Profile of the respondents-who were Brand-
Switched.

BRAND NO OF
RESPONDENTS
Air Tel to Vodafone 10
Spice to Vodafone 5
Relience to Vodafone 5
Indicom to Vodafone 0
TOTAL 20

INTERPRETATION:

From the above, researcher can interpret that there

is cut-throat competition between Vodafone and
Air-Tel. When compared Air-Tel has gained a lot
by its good network than Vodafone.

44
 TABLE 7

Profile of the respondents based on Service

features.

PARAMETERS NO OF PERCENTAGE
RESPONDENTS
Value Added Services 4 8%
Network 20 40%
Tariff 22 44%
Customer Care 3 6%
Others 1 2%
TOTAL 50 100%

INTERPRETATION:

From the above, researcher can interpret that

Tariff is the unique selling proposition For
Vodafone followed by others such as
advertisements, family and friendsetc

45
TABLE 8

Profile of the respondents based on Gender.

GENDER NO OF RESPONDENTS PERCENTAGE

Male 44 88%
Female 6 12%
TOTAL 50 100%

Interpretation:

Further from the inference the researcher can

interpret that majority of respondents are males.

46
TABLE 9

Profile of the respondents based on age group.

AGE GROUP NO OF PERCENTAGE

RESPONDENTS
<18 yrs 5 10%
18 to 29 yrs 35 70%
30 to 40 yrs 6 12%
>40 yrs 4 8%
TOTAL 50 100%

INTERPRETATION:

47
From the above researcher interpret that majority
of the respondents are of the age group 18 to 29
years.

TABLE 10

Profile of the respondents based on

Occupation.

OCCUPATION NO OF PERCENTAGE
RESPONDENTS

Student 34 68%
Salaried 13 26%
Business 2 4%
Others 1 2%
TOTAL 50 100%

48
INTERPRETATION:

From the above inference it is clear that large no

of subscribers are students.

TABLE 11

Profile of the respondents based on Brand-

Switching.

RESPONSE NO OF PERCENTAGE
RESPONDENTS
YES 11 22%
NO 39 78%
TOTAL 50 100%

49
INTERPRETATION:

From the above, researcher can interpret that most

of the subscribers are loyal to their brand and
there is small percentage of subscribers who
switch their brand.

50
 TABLE 12

Profile of respondents, who, Switched Brand.

BRAND NO OF RESPONDENTS
Vodafone to Air -Tel 7
Spice to Vodafone 4
Vodafone to reliance 0
Vodafone to Tata 0
TOTAL 11

INTERPRETATION:

From the above, researcher can interpret that there

is cut-throat competition between Vodafone and
Air-Tel. When compared Air-Tel has gained a lot
by its good network than Vodafone .

51
TABLE 13

PROFILE OF RESPONDENTS BASED ON

USASE OF VALUE ADDED SERVICES

Value Added RESPONSE TOTAL

services YES NO RESPONDENTS
Vodafone live 15 35 50
Voice mail 49 1 50
Internet 20 30 50
SMS 45 5 50
Roaming 22 28 50

INTERPRETATION:

From the above, researcher can interpret that a

majority of the respondents are students who use
roaming service are out of the state.

SMS packages should be launched more because

90% of respondents use SMS.

52
TABLE 14

RESPONDENTS AWARENESS ABOUT

VODAFONE PRODUCTS

PRODUCTS RESPONSE TOTAL

YES NO RESPONDENS
Post-paid 50 0 50
Pre-paid 50 0 50
World calling cards 20 30 50
Home calling cards 40 10 50
V-handy phones 26 24 50
Vodafone PCO 35 15 50

INTERPRETATION:

53
 From the above, researcher can interpret that a
majority of the respondents are aware of
Vodafone products.

TABLE 15

USER SATISFACTION LEVEL

Profile of the respondents based on

Particulars Fully Satisfied Neutral Dis Fully

satisfied satisfied dissatisfi
ed
Tariffs 6 20 10 10 4

Network 4 16 25 5 0

Customer care 10 20 10 8 2

Availability of SIM 15 21 10 3 1
and R-Coupons
Roaming 8 10 15 10 7

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TABLE 16

PROFILE OF THE RESPONDENTS BASED

ON OVERALL RATING

PARAMETERS NO OF PERCENTAGE
RESPONDENTS
Excellent 8 16%
Very Good 10 20%
Good 30 60%
Poor 2 4%
Very poor 0 0%
TOTAL 50 100%

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INTERPRETATION:

From the above, researcher can interpret that by

considering all factors like tariffs, Network,
customer care, roaming service, etc the overall
rating of Vodafone is good.

RESEARCH FINDINGS

Generally most of the subscribers are

students and teenagers.

Majority of the subscribers recalled the

brands they used.

The tariffs plan, advertisements and family

and friends had huge impact over the
subscribers. Most of them opted to
Vodafone because it is cost effective.

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 Roaming services on pre-paid cards are
highly utilized.

Majority of the subscribers prefer Vodafone

when compared to competitors, because
they feel Vodafone is economical.

60% of the respondents said Vodafone is

good.

78% of the respondents do prefer to switch

their brand.

The network coverage of Vodafone is not

as effective as it provides services on 900
MHz, 1800MHz,

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OBSERVATIONS:

Its observed that most of the subscribers

are students and teenagers.

Its observed subscribers recalled the brand

which they use.

Its observed that brand switching was not

on large scale.

Its is observed that tariffs plans, promotions

of the company and influence of

Social

Circle had huge impact over the

subscribers.

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SUGESTIONS, FOR IMPROVEMENT OF
VODAFONE SERVICES.

Vodafone is providing very good service to

its customers and it is one of the best
service providers for telecommunication, it
has to make use of its resources optimally.

In addition to implementing the suggestions

given by customers, Vodafone should
follow the following steps to maximize
profits, by means of customer satisfaction
in an effective manner.

Respondents suggest that overall service is

not satisfactory and not meeting the
customer expectations or satisfaction level.

Network is the main factor for customer

dissatisfaction, majority of the respondents
suggested to increase the number of
towers ,widen the coverage to villages and
network congestion.

The tariffs have to be consistent for quite

some time in order to avoid the confusion
among subscribers.

More quickly accessible contact numbers

for customer care (increase no of lines)

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 promote them in order make the user
aware of the facility.

Provide subsidized rates for calling or

messaging to one or two numbers of our
choice.

Provide good plans, schemes, and packages

in order to have the customer with wide
choice.

Keep the subscriber well informed about

any deductions or any change in the plan
and provide the value for what the
customer is paying for.

Customers grievances should be dealt

more quickly and immediately.

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CONCLUSION:

Going mobile is the craze today!!

Now buying mobile is not a rich mans possession

any more. The mobile industry is on whopping
high. With various technologies creeping in every
day you always are on a back seat to keep your
self updated. With a major chunk of the users
being teenagers it makes the situation more
dynamic and he helps to create a niche market in
itself.

Looking at the trends in mobile segment, the

growth is tremendous. Various cellular providers
try to be innovative in providing value added
services to the subscribers. If the demand is rising
in the same pace then it is sure that the subscriber
base of the mobile users will definitely exceed the
limit of the land line subscribers.

This report helps in knowing the consumer

behavior of the Vodafone subscribers and what
perception customers have about the brand
Vodafone . With its report company can capture
its loose pools or weaknesses and convert them in
to their strengths and opportunities.

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From the above study we come to the conclusion
that in case of parameters of selection, customer
or subscriber will first look at the tariffs, network
coverage and then other parameters. The
subscribers also expect the company to give in
detail information of the service they are availing.

An effective sales person has to be employed in

order to influence the buyer decision.

The company should have exciting offers with the

service they provide

ANNEXURES

GSM Segment Overview

GSM introduced in 1995

One of the fastest growing mobile markets in the

World for GSM

Subscriber growth rate for Jan. 2003-2004 was

200% approx.

35 networks on 900 Mhz, 11 on 1800 Mhz

Technology

Presently, approximately 1 million GSM

subscribers are added every month

Unified license system introduced by

government in 2004

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 3G spectrum decision is awaited

CDMA Segment overview

Present Standard: CDMA 2000 1x

Started in March 2003

Offered by 6 operators

LG and Samsung hold majority device Market

share

Always on internet connectivity @ 114 kbps

Reliance Infocom was the first private

operator to start with the CDMA services in

India. However, BSNL and MTNL offered
CDMA before Reliance they were unable
to tap subscribers.

Internet made its entry in India in the year

1995 when VSNL (Videsh Sanchar

Nigam Limited) started with dial-up

connections.

The total E-Commerce transaction value in

India is estimated to be around

8.7 billion USD in 2003-04.

In 2003, the Central Government proposed

total outlay of US$560 million for

National plan on e-governance

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BIBLIOGRAPHY

Portals/Websites:

www.vodafone.com

www.airtelworld.com

www.businessworldindia.com

www.tekesnets.com

Business Journals:

Business world

Business today

News papers:

Times of India

Economic times

Books referred:

Consumer Behavior in Indian

Perspective.

Himalaya Publishing
House-Suja R. Nair

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