Study on consumer behaviour @ vodafone project report
1. 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.
1
BABASAB PATIL
2. STUDY ON CONSUMER BEHAVIOUR
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.
2
BABASAB PATIL
3. STUDY ON CONSUMER BEHAVIOUR
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.
3
BABASAB PATIL
4. STUDY ON CONSUMER BEHAVIOUR
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.
4
BABASAB PATIL
5. STUDY ON CONSUMER BEHAVIOUR
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.
5
BABASAB PATIL
6. STUDY ON CONSUMER BEHAVIOUR
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.
6
BABASAB PATIL
7. STUDY ON CONSUMER BEHAVIOUR
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.
7
BABASAB PATIL
8. STUDY ON CONSUMER BEHAVIOUR
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
• MAIL,
TRAVEL
MESSAGE, etc
• NEWS AND
UPDATES • ENTERTAINME
• FINANCE NT
• CALL • BILL INFO
MANAGMT
SERVICES
Vodafone products are-
• POST-PAID
• PRE-PAID
• WORLD CALLING CARDS
• HOME CALLING CARDS
8
BABASAB PATIL
9. STUDY ON CONSUMER BEHAVIOUR
• VODAFONE -HANDY PHONES
• VODAFONE- PCO
9
BABASAB PATIL
10. STUDY ON CONSUMER BEHAVIOUR
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.
10
BABASAB PATIL
12. STUDY ON CONSUMER BEHAVIOUR
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.
12
BABASAB PATIL
13. STUDY ON CONSUMER BEHAVIOUR
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,
13
BABASAB PATIL
14. STUDY ON CONSUMER BEHAVIOUR
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.
14
BABASAB PATIL
15. STUDY ON CONSUMER BEHAVIOUR
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.
15
BABASAB PATIL
16. STUDY ON CONSUMER BEHAVIOUR
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’.
16
BABASAB PATIL
17. STUDY ON CONSUMER BEHAVIOUR
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.
17
BABASAB PATIL
18. STUDY ON CONSUMER BEHAVIOUR
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.
18
BABASAB PATIL
19. STUDY ON CONSUMER BEHAVIOUR
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.
19
BABASAB PATIL
20. STUDY ON CONSUMER BEHAVIOUR
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.
20
BABASAB PATIL
21. STUDY ON CONSUMER BEHAVIOUR
• Since it’s 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.
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.
21
BABASAB PATIL
22. STUDY ON CONSUMER BEHAVIOUR
GENDER NO OF RESPONDENTS PERCENTAGE
Male 45 90%
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.
22
BABASAB PATIL
23. STUDY ON CONSUMER BEHAVIOUR
TABLE 2
Profile of the respondents based on age group.
AGE GROUP NO OF RESPONDENTS PERCENTAGE
23
BABASAB PATIL
24. STUDY ON CONSUMER BEHAVIOUR
<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.
12% of the respondents are of age group 30 to 40 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
24
BABASAB PATIL
25. STUDY ON CONSUMER BEHAVIOUR
TABLE 3
Profile of the respondents based on Occupation.
25
BABASAB PATIL
26. STUDY ON CONSUMER BEHAVIOUR
OCCUPATION NO OF RESPONDENTS PERCENTAGE
Student 36 72%
Salaried 9 18%
Businessmen 2 4%
Others 3 6%
TOTAL 50 100%
INFERENCE:
From the above table it can be inferred that
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.
26
BABASAB PATIL
27. STUDY ON CONSUMER BEHAVIOUR
TABLE 4
Profile of the respondents based on Brand-sequence.
27
BABASAB PATIL
28. STUDY ON CONSUMER BEHAVIOUR
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:
From the above table it can be inferred that
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.
28
BABASAB PATIL
29. STUDY ON CONSUMER BEHAVIOUR
Graph-4
PROFILE BASED ON Brand-Sequencing.
29
BABASAB PATIL
30. STUDY ON CONSUMER BEHAVIOUR
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:
From the above table it can be inferred that
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.
30
BABASAB PATIL
31. STUDY ON CONSUMER BEHAVIOUR
Graph-5
RESPONDENTS- BRAND SWITCHING PROFILE.
31
BABASAB PATIL
32. STUDY ON CONSUMER BEHAVIOUR
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.
32
BABASAB PATIL
33. STUDY ON CONSUMER BEHAVIOUR
Graph-6
RESPONDENTS- BRAND SWITCHED PROFILE.
33
BABASAB PATIL
34. STUDY ON CONSUMER BEHAVIOUR
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
34
BABASAB PATIL
35. STUDY ON CONSUMER BEHAVIOUR
Graph-7
RESPONDENTS PROFILE BASED ON SERVICE
FEATURES.
35
BABASAB PATIL
36. STUDY ON CONSUMER BEHAVIOUR
PROFILE OF THE RESPONDENTS OF
EXISTING
Vodafone, SUBSCRIBERS.
TABLE 8
Profile of the respondents based on Gender.
GENDER NO OF PERCENTAGE
RESPONDENTS
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.
36
BABASAB PATIL
37. STUDY ON CONSUMER BEHAVIOUR
Graph-8
PROFILE BASED ON GENDER.
37
BABASAB PATIL
38. STUDY ON CONSUMER BEHAVIOUR
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%
INFERENCE:
From the above table it can be inferred that
70% of the respondents are of age group 18 to 29 years.
12% of the respondents are of age group 30 to 40 years.
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.
38
BABASAB PATIL
39. STUDY ON CONSUMER BEHAVIOUR
Graph-9
PROFILE BASED ON AGE-GROUP
39
BABASAB PATIL
40. STUDY ON CONSUMER BEHAVIOUR
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%
INFERENCE:
From the above table it can be inferred that
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.
40
BABASAB PATIL
41. STUDY ON CONSUMER BEHAVIOUR
Graph-10
PROFILE BASED ON OCCUPATION.
41
BABASAB PATIL
42. STUDY ON CONSUMER BEHAVIOUR
TABLE 11
Profile of the respondents based on Brand-Switching.
RESPONSE NO OF PERCENTAGE
RESPONDENTS
YES 11 22%
NO 39 78%
TOTAL 50 100%
INFERENCE:
From the above table it can be inferred that
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.
42
BABASAB PATIL
43. STUDY ON CONSUMER BEHAVIOUR
Graph-11
RESPONDENTS- BRAND SWITCHING PROFILE.
43
BABASAB PATIL
44. STUDY ON CONSUMER BEHAVIOUR
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
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 .
44
BABASAB PATIL
45. STUDY ON CONSUMER BEHAVIOUR
Graph-12
RESPONDENTS- BRAND SWITCHED PROFILE.
45
BABASAB PATIL
46. STUDY ON CONSUMER BEHAVIOUR
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
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.
46
BABASAB PATIL
47. STUDY ON CONSUMER BEHAVIOUR
Graph-13
PROFILE OF RESPONDENTS USAGE OF
VALUE ADDED SERVICES.
47
BABASAB PATIL
48. STUDY ON CONSUMER BEHAVIOUR
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
INFERENCE:
From the above TABLE it can be inferred that
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.
48
BABASAB PATIL
49. STUDY ON CONSUMER BEHAVIOUR
Graph-14
PROFILE OF RESPONDENTS AWARENESS
ABOUT VODAFONE
PRODUCTS
49
BABASAB PATIL
50. STUDY ON CONSUMER BEHAVIOUR
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
50
BABASAB PATIL
51. STUDY ON CONSUMER BEHAVIOUR
Graph-15
USER SATISFACTION LEVEL
51
BABASAB PATIL
52. STUDY ON CONSUMER BEHAVIOUR
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%
INFERENCE:
From the above TABLE it can be inferred that
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.
52
BABASAB PATIL
53. STUDY ON CONSUMER BEHAVIOUR
Graph-16
PROFILE OF THE RESPONDENTS BASED
ON OVERALL RATING
53
BABASAB PATIL
54. STUDY ON CONSUMER BEHAVIOUR
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:
54
BABASAB PATIL
55. STUDY ON CONSUMER BEHAVIOUR
• 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.
55
BABASAB PATIL
56. STUDY ON CONSUMER BEHAVIOUR
• 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
56
BABASAB PATIL
57. STUDY ON CONSUMER BEHAVIOUR
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.
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.
57
BABASAB PATIL
58. STUDY ON CONSUMER BEHAVIOUR
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,
58
BABASAB PATIL
59. STUDY ON CONSUMER BEHAVIOUR
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
59
BABASAB PATIL
60. STUDY ON CONSUMER BEHAVIOUR
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
60
BABASAB PATIL
62. STUDY ON CONSUMER BEHAVIOUR
EVOLUTION OF COMMUNICATIONS IN INDIA
.
EDGE
CDMA
WI-FI
GPRS
BROADBAND
Technology
GSM
INTERNET
CABLE
TV
FIRST
PHONE
2004-
1882 1990 1995 2001-2002 2003 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
62
BABASAB PATIL
63. STUDY ON CONSUMER BEHAVIOUR
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
• Subscriber base: < 4 million What an Idea!
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
• Subscriber base: < 2 million
• Subscriptions: Post Paid, Pre Paid
63
BABASAB PATIL
64. STUDY ON CONSUMER BEHAVIOUR
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
64
BABASAB PATIL
65. STUDY ON CONSUMER BEHAVIOUR
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
65
BABASAB PATIL