study on consumer behaviour _ vodafone project report.doc

STUDY ON CONSUMER BEHAVIOUR

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 consumer’s 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.

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.

BABASAB PATIL1

http://www.vodafone.com/


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.

BABASAB PATIL2


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.

BABASAB PATIL3


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)

•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.

BABASAB PATIL4


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.

BABASAB PATIL5


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 India’s 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.

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.

*Figures from Cellular Operators Association of India, August 31, 2007.

BABASAB PATIL6


Hutch is now Vodafone 19 September 2007

September 19, 2007: Vodafone, the world’s 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 world’s 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 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.

BABASAB PATIL7


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 –

BABASAB PATIL8


TUNES AND

DOWNLOADS

SPORTS AND

TRAVEL

NEWS AND

UPDATES

FINANCE

CALL

MANAGMT

SERVICES

DEVOTIONAL

ASTROLOGY

MAIL, MESSAGE,

etc

ENTERTAINMEN

T

BILL INFO

BABASAB PATIL9


Vodafone products are-

POST-PAID

PRE-PAID

WORLD CALLING CARDS

HOME CALLING CARDS

VODAFONE -HANDY PHONES

VODAFONE- PCO

BABASAB PATIL10


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 consumer’s 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.

BABASAB PATIL11


BABASAB PATIL12


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.

BABASAB PATIL13


SCOPE OF THE STUDY

The study is carried out to know the fallowing aspects.

To assess, the consumers needs and wants.

To predict, the consumer’s acceptance of firm’s

various informational and

Environmental cues.

To gauge into the consumer’s 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.

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,

BABASAB PATIL14


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.

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.

BABASAB PATIL15


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 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. It’s the total collection of elements about which

we wish to make inferences the populations for this

research are the people residing in Bangalore City.

BABASAB PATIL16


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 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’.

BABASAB PATIL17


TOOLS AND TECHNIQUES OF DATA

COLLECTION:

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.

BABASAB PATIL18


DESCRIPTION OF THE RESEARCH DESIGN:

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 a given population

who have behaved in particular manner.

BABASAB PATIL19


Descriptive research is used for the following data.

Consumer profile study.

Consumer behavior study.

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.

BABASAB PATIL20


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 it’s a prepaid service it may be temporarily

be used.

BABASAB PATIL21


Since most of the subscribers are teenagers it fails

to give a general view of other age groups.

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 RESPONDENTS PERCENTAGE

Male 45 90%

BABASAB PATIL22


Female 5 10%

TOTAL 50 100%

Inference:

From above table it can be inferred that 90% of the respondents are MALE and

The rest are 10% FEMALE.

Interpretation:

Further from the inference the researcher can interpret that majority of the

respondents are males.

Graph-1

PROFILE BASED ON GENDER.

BABASAB PATIL23


TABLE 2

Profile of the respondents based on age group.

AGE GROUP NO OF RESPONDENTS PERCENTAGE

BABASAB PATIL24


<18 yrs 3 6%

18 to 29 yrs 38 76%

30 to 40 yrs 6 12%

>40 yrs 3 6%

TOTAL 50 100%

INFERENCE:

From the above table it can be inferred that

76% of the respondents are of age group 18 to 29 years.


6% of the respondents are of less than 6 years and more than 6 years.

INTERPRETATION:

From the above researcher interpret that majority of the

respondents are of the age group 18 to 29 years.

Graph-2

PROFILE BASED ON AGE-GROUP

BABASAB PATIL25


TABLE 3

Profile of the respondents based on Occupation.

BABASAB PATIL26


OCCUPATION NO OF RESPONDENTS PERCENTAGE

Student 36 72%

Salaried 9 18%

Businessmen 2 4%

Others 3 6%

TOTAL 50 100%

INFERENCE:


72% of the subscribers are students.

18% of the subscribers are salaried.

4% of the subscribers are businessmen.

6% of the subscribers are others.

ITERPRETATION:

From the above inference it is clear that large no of subscribers are students.

Graph-3

PROFILE BASED ON OCCUPATION.

BABASAB PATIL27


TABLE 4

Profile of the respondents based on Brand-sequence.

BABASAB PATIL28


BRAND NO OF RESPONDENTS PERCENTAGE

Air tel 20 40%Vodafone 15 30%spice 7 14%Relience 4 8%BSNL 3 6%Tata indicom 1 2%TOTAL 50 100%

INFERENCE:


40% of the respondents recalled Air-Tel, first in brand sequencing.

30% of the respondents recalled Vodafone, first in brand sequencing.

14% of the respondents recalled Spice, first in brand sequencing.

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.

BABASAB PATIL29


Graph-4

PROFILE BASED ON Brand-Sequencing.

BABASAB PATIL30


TABLE 5

Profile of the respondents based on Brand-Switching.

RESPONSE NO OF RESPONDENTS PERCENTAGE

Yes 20 40%No 30 60%

TOTAL 50 100%

INFERENCE:


40% of the respondents switch their brand.

60% of the respondents do not switch their brand.

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.

BABASAB PATIL31


Graph-5

RESPONDENTS- BRAND SWITCHING PROFILE.

BABASAB PATIL32


TABLE 6

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

INFERENCE:

From the above it can be inferred that 40% of the respondents switched brands.

The above table depicts that

10 out of 20 respondents switched brand from Air-Tel to Vodafone.

5 out of 20 respondents switched brand from Spice to Vodafone

5out of 20 respondents switched brand from Relience to Vodafone.

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.

BABASAB PATIL33


Graph-6

RESPONDENTS- BRAND SWITCHED PROFILE.

BABASAB PATIL34


TABLE 7

Profile of the respondents based on Service features.

PARAMETERS NO OF RESPONDENTS PERCENTAGE

Value Added Services 4 8%Network 20 40%Tariff 22 44%Customer Care 3 6% Others 1 2%

TOTAL 50 100%

INFERENCE:

From the above table it is inferred that

44% of the respondents opted Vodafone because of Tariffs.

40% of the respondents opted Vodafone because of Network. 8 % of the respondents opted Vodafone because of VAS.

6% of the respondents opted Vodafone because of Customer-care. INTERPRETATION:

From the above, researcher can interpret that “Tariff” is the unique selling proposition

For Vodafone followed by others such as advertisements, family and friends…etc

BABASAB PATIL35


Graph-7

RESPONDENTS PROFILE BASED ON SERVICE FEATURES.

BABASAB PATIL36


PROFILE OF THE RESPONDENTS OF EXISTING

Vodafone, SUBSCRIBERS.

TABLE 8

Profile of the respondents based on Gender.

GENDER NO OF RESPONDENTS

PERCENTAGE

Male 44 88%Female 6 12%

TOTAL 50 100%

Inference:

From above table it can be inferred that 88% of the respondents are MALE and

The rest are 12% FEMALE.

Interpretation:

Further from the inference the researcher can interpret that majority of

respondents are males.

BABASAB PATIL37


Graph-8

PROFILE BASED ON GENDER.

BABASAB PATIL38


TABLE 9

Profile of the respondents based on age group.

AGE GROUP NO OF RESPONDENTS

PERCENTAGE

<18 yrs 5 10%18 to 29 yrs 35 70%30 to 40 yrs 6 12%

>40 yrs 4 8%TOTAL 50 100%

INFERENCE:




10% of the respondents are of less than 18 years and 8% are more than 40 years.

INTERPRETATION:

From the above researcher interpret that majority of the

respondents are of the age group 18 to 29 years.

BABASAB PATIL39


Graph-9

PROFILE BASED ON AGE-GROUP

BABASAB PATIL40


TABLE 10

Profile of the respondents based on Occupation.

OCCUPATION NO OF RESPONDENTS

PERCENTAGE

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

TOTAL 50 100%

INFERENCE:


68 % of the subscribers are students.

26% of the subscribers are salaried.

4% of the subscribers are businessmen.

2% of the subscribers are others.

ITERPRETATION:

From the above inference it is clear that large no of subscribers are students.

BABASAB PATIL41


Graph-10

PROFILE BASED ON OCCUPATION.

BABASAB PATIL42


TABLE 11

Profile of the respondents based on Brand-Switching.

RESPONSE NO OF RESPONDENTS

PERCENTAGE

YES 11 22%NO 39 78%TOTAL 50 100%

INFERENCE:


22% of the respondents switch their brand.

78% of the respondents do not switch their brand.

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.

BABASAB PATIL43


Graph-11

RESPONDENTS- BRAND SWITCHING PROFILE.

BABASAB PATIL44


TABLE 12

Profile of respondents, who, Switched Brand.

BRAND NO OF RESPONDENTS

Vodafone to Air -Tel 7Spice to Vodafone 4

Vodafone to reliance 0Vodafone to Tata 0

TOTAL 11

INFERENCE:

From the above it can be inferred that 22% of the respondents switched brands.

The above table depicts that

7 out of 11 respondents switched brand from Air-Tel to Vodafone.

4 out of 11 respondents switched brand from Spice to Vodafone

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 .

BABASAB PATIL45


Graph-12

RESPONDENTS- BRAND SWITCHED PROFILE.

BABASAB PATIL46


TABLE 13

PROFILE OF RESPONDENTS BASED ON USASE OF VALUE ADDED SERVICES

Value Added services

RESPONSE TOTALRESPONDENTSYES NO

Vodafone live 15 35 50Voice mail 49 1 50

Internet 20 30 50SMS 45 5 50

Roaming 22 28 50

INFERENCE:

From the above TABLE it can be inferred that

30% of the respondents use Vodafone-live.

98% of the respondents use Voice-mail.

40% of the respondents use internet.

90% of the respondents use SMS.

44% of the respondents use Roaming.

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.

BABASAB PATIL47


Graph-13

PROFILE OF RESPONDENTS USAGE OF VALUE ADDED SERVICES.

BABASAB PATIL48


TABLE 14

RESPONDENTS AWARENESS ABOUT VODAFONE PRODUCTS

PRODUCTS RESPONSE TOTALRESPONDENSYES NO

Post-paid 50 0 50

Pre-paid 50 0 50World calling cards 20 30 50

Home calling cards 40 10 50

V-handy phones 26 24 50

Vodafone PCO 35 15 50

INFERENCE:


100% of the respondents are aware of Vodafone-pre-paid and post-paid products.

40% of the respondents are aware of world calling cards.

80% of the respondents are aware of home calling cards.

70% of the respondents are aware of Vodafone PCO.

INTERPRETATION:

From the above, researcher can interpret that a majority of the respondents are aware

of Vodafone products.

BABASAB PATIL49


Graph-14

PROFILE OF RESPONDENTS AWARENESS ABOUT VODAFONE

PRODUCTS

BABASAB PATIL50


TABLE 15

USER SATISFACTION LEVEL

Profile of the respondents based on Particulars Fully

satisfiedSatisfied Neutral Dis

satisfiedFully

dissatisfied

Tariffs 6 20 10 10 4

Network 4 16 25 5 0

Customer care 10 20 10 8 2

Availability of SIM and R-Coupons

15 21 10 3 1

Roaming 8 10 15 10 7

BABASAB PATIL51


Graph-15

USER SATISFACTION LEVEL

BABASAB PATIL52


TABLE 16

PROFILE OF THE RESPONDENTS BASED ON OVERALL RATING

PARAMETERS NO OF RESPONDENTS

PERCENTAGE

Excellent 8 16%Very Good 10 20%

Good 30 60%Poor 2 4%

Very poor 0 0%TOTAL 50 100%

INFERENCE:


60% of the respondent’s rate good. 20% of the respondent’s rate very good.

16% of the respondent’s rate excellent.

4% of the respondent’s rate poor.

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.

BABASAB PATIL53


Graph-16

PROFILE OF THE RESPONDENTS BASED ON OVERALL RATING

BABASAB PATIL54


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.

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,

OBSERVATIONS:

BABASAB PATIL55


It’s observed that most of the subscribers are students and teenagers.

Its observed subscribers recalled the brand which they use.

It’s 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.

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.

BABASAB PATIL56


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) 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.

Customer’s grievances should be dealt more

quickly and immediately.

CONCLUSION:

Going mobile is the craze today!!

Now buying mobile is not a rich man’s possession any

more. The mobile industry is on whopping high. With

various technologies creeping in every day you always are

BABASAB PATIL57


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.

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.

BABASAB PATIL58


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

• 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

• Streaming media options

• Always on internet connectivity @ 114 kbps

Reliance Infocom was the first private operator to

start with the CDMA services in India. However,

BABASAB PATIL59


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

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

BABASAB PATIL60


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%.

VAS AWARENESS IN INDIA

BABASAB PATIL61


BABASAB PATIL62


EVOLUTION OF COMMUNICATIONS IN INDIA

Tech

nolo

gy

.

EDGE CDMA WI-FI GPRS BROADBAND GSM INTERNET

CABLE

TV

FIRST

PHONE

1882 1990 1995 2001-2002 20032004-

onwards

Number of years.

As in the above chart we see that how technology changed

over years from time the first basic phone to mobile

technology and now to EDGE technology

BABASAB PATIL63


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


IDEA

• Brand Name: IDEA

• Network: GSM 900, 1800, GPRS, EDGE


• Subscriber base: < 4 million


BPL Mobile

• Brand Name: BPL

• Network: GSM 900, 1800, GPRS


• Subscriber base: < 2 million


BABASAB PATIL

What an Idea!An idea can change your life.

64

http://www.airtel.in/


CDMA Operators - RELIANCE

• Brand Name: RIM- Reliance India Mobile

• Network: CDMA 2000-1x


• Subscriber base: > 6,8 million


TATA INDICOM

• Brand Name: TATA or TATA Indicom

• Network: CDMA 2000-1x


• Subscriber base: > 2 million


BABASAB PATIL65


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

BABASAB PATIL66

http://www.tekesnets.com/

http://www.businessworldindia.com/

http://www.airtelworld.com/

http://www.vodafone.com/

study on consumer behaviour _ vodafone project report.doc

Documents

study of consumer behavior

consumer perceptions

physical behavior

potential consumers

help of questionnaire

new vodafone consumers

company records

help of tables