Study on consumer behaviour @ vodafone project report
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Study on consumer behaviour @ vodafone project report

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Study on consumer behaviour @ vodafone project report Study on consumer behaviour @ vodafone project report Document Transcript

  • STUDY ON CONSUMER BEHAVIOUR EXECUTIVE SUMMERYThe study is oriented towards the consumer behavior of the existing and newVodafone subscribers and the study focuses on the pre-paid services which have beenoffered by the company.The study was conducted to gauge into the consumer’s mind and understand thevarious consumption related aspects of individuals. The study of consumer behaviorwill help to know the psychological, social and physical behavior of all potentialconsumers as they become aware of evaluate, purchase, consume and tell others aboutproducts and services.The objectives of the study is to understand behavioral pattern of potential customer,consumer perception, brand awareness, buying motives and their expectations andsatisfaction level to delight them.Information is collected from different sources. The primary information is obtainedby interviewing the customers with the help of questionnaire. The secondary data iscollected from company records, through the help of external guide and also throughthe 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 toknow about consumer perception, awareness and satisfaction level of the consumeretc. 1 BABASAB PATIL
  • STUDY ON CONSUMER BEHAVIOURLastly the findings indicate that most of them are satisfied with the products andservices and suggestion to be implemented regarding, network, providing subsidizedrates for calling and messaging etc .Keeping the above factors and consideration wearrive to suitable conclusion that trends in mobile segment is and its growth istremendous. If the demand is rising in the same pace then the company should be ableto provide innovative products and value added services to the subscribers.Finally an effective sales person has to be employed in order to influence the buyerdecisions, the company should have exciting offers with the service they provide. 2 BABASAB PATIL
  • STUDY ON CONSUMER BEHAVIOURGENERAL INTRODUCTIONDefinition of Consumer Behavior: Consumer behavior has been referred to as “allthe psychological, social and physical behavior of all potential consumers as theybecome aware of, evaluate, purchase, consume and tell others about products andservices”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 newplayers including the host of MNCs resulting in then availability of more number ofbrands in every segment of the market. On account of this consumer has started beingchoosy about what to buy. Thus all firms are becoming not only customer focused butare also trying to build relationship with them. This is done by continuously updatingknowledge, information, and understanding of the customer needs perceptions, andexpectations.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
  • STUDY ON CONSUMER BEHAVIOURINDUSTRY PROFILE:INDIAN TELECOM INDUSTRYThe Cellular Operators Association of India (COAI) was constituted in 1995 as aregistered, non-profit, non-governmental society dedicated to the advancement ofcommunication, particularly modern communication through Cellular MobileTelephone Services. With a vision to establish and sustain a world-class cellularinfrastructure and facilitate affordable mobile communication services in India,COAI’ main objectives are to protect the common & collective interests of itsmembers.The telecom industry is governed under National Telecom Policy -1999The 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, wherebycalling party pays. Incoming calls were made free since April 1, 2002 and that hassubstantially boosted the subscriber growth rate. In India GPRS is widely offered bymajor operators. BPL was the first operator to launch GPRS in India, followed byAirtel, 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
  • STUDY ON CONSUMER BEHAVIOUROUT LOOKThe recent tariff cuts announced by various telecom operators would affect he bottomline of these companies. The companies that are unequipped to match up with thecompetition 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 bigplayers leading to consolidation in the industry. Hike in foreign direct investment(FDI) from 49% to 74% had hit roadblock due to political indifference and securityconcerns expressed by intelligence bureau. This would block cross border mergers incoming periods. 5 BABASAB PATIL
  • STUDY ON CONSUMER BEHAVIOURCOMPANY PROFILEAbout Vodafone Essar LimitedVodafone Essar in India is a subsidiary of Vodafone Group Plc and commencedoperations in 1994 when its predecessor Hutchison Telecom acquired the cellularlicense 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 MostRespected Telecom Company, the Best Mobile Service in the country and the MostCreative and Most Effective Advertiser of the Year. Vodafone is the worlds leadinginternational mobile communications company. It now has operations in 25 countriesacross 5 continents and 40 partner networks with over 200 million customersworldwide. Vodafone has partnered with the Essar Group as its principal joint venturepartner for the Indian market.The Essar Group is a diversified business corporation with interests spanning themanufacturing and service sectors like Steel, Energy, Power, Communications,Shipping & Logistics and Construction. The Group has an asset base of over Rs.400billion (US$ 10 billion) and employs over 20,000 people.*Figures from Cellular Operators Association of India, August 31, 2007. 6 BABASAB PATIL
  • STUDY ON CONSUMER BEHAVIOURHutch is now Vodafone 19 September 2007 September 19, 2007: Vodafone, the world’s leading international mobilecommunications 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 theacquisition of Hutchison Essar in May 2007 and the company was formally renamedVodafone Essar in July 2007. "This transition is probably the largest brand changeever undertaken in this country and arguably as big as any in the world. It is evenlarger than thier previous brand transitions as it touched over 35 million customers,across 400,000 shops and thousands of our own and our business associatesemployees."THE TOP MANAGEMENTAsim Ghosh, Managing Director, Vodafone EssarHarit Nagpal, Marketing and New Business Director, Vodafone EssarSamuel Selvakumar, Chief Executive Officer, Vodafone EssarThe Vodafone mission is to be the communications leader in an increasinglyconnected world – enriching customers’ lives, helping individuals, businesses andcommunities is more connected by delivering their total communication needs.Vodafones logo is a true representation of that belief - The start of a newconversation, a trigger, a catalyst, a mark of true pioneering. 7 BABASAB PATIL
  • STUDY ON CONSUMER BEHAVIOURSERVICE PROFILEThe name Vodafone comes from “Voice data fone” chosen by the company to reflectthe 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
  • STUDY ON CONSUMER BEHAVIOUR • VODAFONE -HANDY PHONES • VODAFONE- PCO 9 BABASAB PATIL
  • 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
  • STUDY ON CONSUMER BEHAVIOUR 11 BABASAB PATIL
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • STUDY ON CONSUMER BEHAVIOUR TABLE 2 Profile of the respondents based on age group. AGE GROUP NO OF RESPONDENTS PERCENTAGE 23 BABASAB PATIL
  • 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
  • STUDY ON CONSUMER BEHAVIOUR TABLE 3 Profile of the respondents based on Occupation. 25 BABASAB PATIL
  • 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
  • STUDY ON CONSUMER BEHAVIOUR TABLE 4 Profile of the respondents based on Brand-sequence. 27 BABASAB PATIL
  • 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
  • STUDY ON CONSUMER BEHAVIOUR Graph-4 PROFILE BASED ON Brand-Sequencing. 29 BABASAB PATIL
  • 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
  • STUDY ON CONSUMER BEHAVIOUR Graph-5 RESPONDENTS- BRAND SWITCHING PROFILE. 31 BABASAB PATIL
  • 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
  • STUDY ON CONSUMER BEHAVIOUR Graph-6 RESPONDENTS- BRAND SWITCHED PROFILE. 33 BABASAB PATIL
  • 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
  • STUDY ON CONSUMER BEHAVIOUR Graph-7 RESPONDENTS PROFILE BASED ON SERVICE FEATURES. 35 BABASAB PATIL
  • 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
  • STUDY ON CONSUMER BEHAVIOUR Graph-8 PROFILE BASED ON GENDER. 37 BABASAB PATIL
  • 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
  • STUDY ON CONSUMER BEHAVIOUR Graph-9 PROFILE BASED ON AGE-GROUP 39 BABASAB PATIL
  • 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
  • STUDY ON CONSUMER BEHAVIOUR Graph-10 PROFILE BASED ON OCCUPATION. 41 BABASAB PATIL
  • 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
  • STUDY ON CONSUMER BEHAVIOUR Graph-11 RESPONDENTS- BRAND SWITCHING PROFILE. 43 BABASAB PATIL
  • 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
  • STUDY ON CONSUMER BEHAVIOUR Graph-12 RESPONDENTS- BRAND SWITCHED PROFILE. 45 BABASAB PATIL
  • 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
  • STUDY ON CONSUMER BEHAVIOUR Graph-13 PROFILE OF RESPONDENTS USAGE OF VALUE ADDED SERVICES. 47 BABASAB PATIL
  • 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
  • STUDY ON CONSUMER BEHAVIOUR Graph-14 PROFILE OF RESPONDENTS AWARENESS ABOUT VODAFONE PRODUCTS 49 BABASAB PATIL
  • 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
  • STUDY ON CONSUMER BEHAVIOUR Graph-15 USER SATISFACTION LEVEL 51 BABASAB PATIL
  • 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
  • STUDY ON CONSUMER BEHAVIOUR Graph-16 PROFILE OF THE RESPONDENTS BASED ON OVERALL RATING 53 BABASAB PATIL
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • STUDY ON CONSUMER BEHAVIOUR 61 BABASAB PATIL
  • STUDY ON CONSUMER BEHAVIOUR EVOLUTION OF COMMUNICATIONS IN INDIA . EDGE CDMA WI-FI GPRS BROADBANDTechnology 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
  • 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
  • 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
  • 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