consumer buying behavior for new mobile connection

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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 help to know about
consumer perception, awareness and satisfaction level of the consumer etc.
Lastly the findings indicate that most of them are satisfied with the products and services and
suggestion to be implemented regarding, network, providing subsidized rates for calling and
messaging etc. Keeping the above factors and consideration we arrive to suitable conclusion that
trends in mobile segment is and its growth is tremendous. If the demand is rising in the same
pace then the company should be able to provide innovative products and value added services to
the subscribers.
Finally an effective sales person has to be employed in order to influence the buyer decisions, the
company should have exciting offers with the service they provide.

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CHAPTER 1
INTRODUCTION TO THE
PROJECT

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INTRODUCTIONTO THE PROJECT
This project is related to “consumer buying behavior for new mobile connection”. Now a day’s
consumer is a king of market. Consumer buying behavior is the most important concept for any
company by which many company formulate there marketing strategies. Thus project conducted
in Nagpur city in Maharashtra state.
Telecommunications is the backbone of our future economy. The Indian Telecom network
growing rapidly since liberalization .The wireless technologies presently in use are Global
System for Mobile Communications (GSM) and Code Division Multiple Access (CDMA). There
are Nine GSM and five CDMA service operators providing mobile services in 19 telecom circles
and 4 metro cities, covering more than 2000 towns across the country. Today mobile is a
necessity even for a common everybody and it is very important to exchange their daily
information. In the modern world everyone wants to communicate with each other fast. Even
while they are on the way travelling or somewhere else they want communication within a
fraction of second at quick speed with clear voice, without any disturbance. For doing a simple
task like calculation or playing games and running other applications, they are using mobile
phones. Mobile phones become back boon for the common man without which the survival of
them is almost impossible. It is mandatory for the service provider to satisfy their customers
otherwise switching of customer to other service provider is possible through mobile number
portability (MNP). Consumer preferences is used mainly to mean to select an option that has the
greatest anticipated value among a number of options by the consumer in order to satisfy their
needs or desires. Preferences indicate choices among neutral or more valued options available in
the telecom market. The preference of the consumer is the result of their behavior they show
during searching, buying and disposing the products. Before business can develop marketing
strategies, they must understand what factors affecting consumer’s behavior and how they make
purchase decisions to satisfy their needs and wants. Buyers are moved by a complex set of deep
and subtle emotions. The study in this research paper throws light on the customer behavior
towards buying of new cell phone/ mobile connection. During the same forecast period By end
of 2014, the prepaid subscriber base will cross 783 million and post-paid subscriber base will
exceed 63 million subscribers. The mobile phones are progressively becoming cheaper and
affordable for people in the country with the increase in disposable income that improves the

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quality of life in India. People are showing interest in new technologies like the option to access
internet using a mobile phone. Besides, mobile service providers are also adding new schemes,
offers and technology advancement in their services. This has resulted in more and more
consumers are buying mobile phones and switching and purchasing between different service
providers. The Indian telecom sector, seen as providing the most affordable services in the
world, has grown by leaps and bounds in the last decade. Switching and Purchasing behavior is a
consumer behavior where the behavior of the consumers differs based on the satisfactory level of
the consumers with the providers or companies. Switching Purchasing behavior can be
enunciated as the process of being loyal to one service and switching to another service, due to
dissatisfaction or any other problems. Even if a consumer is loyal to a particular brand, if the
brand does not satisfy his/her needs, the consumers switch to a competitor brand. There are
different factors and determinants which affect the consumers in switching their service from one
service to another.
The cost which is incurred during the switching process is called switching cost. Consumer
loyalty is defined as “the degree to which a Consumer exhibits repeat purchasing behaviour from
a service provider, possesses a positive attitudinal disposition toward the provider, and considers
using only this provider when a need for this service arises”
Losing a consumer is a serious setback for the firm in terms of its present and future earnings. In
addition to losing the benefits discussed above, the firm needs to invest resources in attracting
new consumers to replace the ones it has lost (advertising, promotion, initial discounts).

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PROJECT TITLE
“A STUDY OF CONSUMER BUYING BEHAVIOR FOR NEW MOBILE
CONNECTION”.
OBJECTIVES BEHIND THE PROJECT
Primary Objectives
1. To find the major factors that influences decision of purchasing a new mobile connection.
2. To identify the factors that affects the consumers into switching the service provider.
3. To understand the buying process followed by the customers for the new mobile
connection.
Secondary Objectives
1. To find the most preferred service provider in Nagpur.
2. To find out the customers response towards the Vodafone.

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SCOPE OF THE PROJECT
 The scope of this project is only limited to Nagpur city but in future it can be extended.
 In these project only external factors that affects the consumer buying behavior are taken
into consideration.
 The time scope of the project is limited on for June and July month, whatever the result
are found it is only for this time.
 This study can be extended to understand the switching behavior of a particular cellular
service provider.
LOCATION
This project is conducted at Nagpur city only.
DURATION
The project was conducted for 60 days starting from 1st June 2015 up to 31st July 2015.

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CONSUMER BUYING BEHAVIOUR
CHAPTER 2
THEROTICAL
BACKGROUND

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Consumer behavior is the study of how people buy, what they buy, when they buy and why they
buy. It blends elements from psychology, sociology, socio psychology, anthropology and
economics. It attempts to understand the buyer decision processes, buyer decision making
process, both individually and in groups. It studies characteristics of individual consumers such
as demographics, and behavioral variables in an attempt to understand people's wants. It also
tries to assess influences on the consumer from groups such as family, friends, reference groups,
and society in general. Every buyer behavior has been approached and analyzed from different
angles and under different premises. Different inferences have been drawn. But the subject, too
complex to beat, still remains a theorem without evidence.
Consumer behavior is the study of individuals, groups, or organizations and the processes they
use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and
the impacts that these processes have on the consumer and society.
It blends elements from psychology, sociology, social anthropology and economics. It attempts
to understand the decision-making processes of buyers, both individually and in groups. It
studies characteristics of individual consumers such as demographics and behavioral variables in
an attempt to understand people's wants. It also tries to assess influences on the consumer from
groups such as family, friends, reference groups, and society in general.
Customer behavior study is based on consumer buying behavior, with the customer playing the
three distinct roles of user, payer and buyer. Research has shown that consumer behavior is
difficult to predict, even for experts in the field. Relationship marketing is an influential asset for
customer behavior analysis as it has a keen interest in the re-discovery of the true meaning of
marketing through the re-affirmation of the importance of the customer or buyer. A greater
importance is also placed on consumer retention, customer relationship management,
personalization, customization and one-to-one marketing. Social functions can be categorized
into social choice and welfare functions.
Need to understand:
 Why consumers made the purchases that they make?
 What factors influence consumer purchases?
 The changing factors in our society.

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Consumer Buying Behavior refers to the buying behavior of the ultimate consumer. A firm needs
to analyze buying behavior for:
 Buyer’s reactions to a firms marketing strategy has a great impact on the firm’s success.
 The marketing concept stresses that a firm should create a Marketing Mix that satisfies
(gives utility to) customers, therefore need to analyze the what, where, when and how
consumers buy.
 Buyer Behavior includes communication, consumption and purchasing behavior.
 Buyer behavior includes both consumer and business buyer behavior.
Buyer behavior includes the acts and individuals directly involved in obtaining and using
economics goods and services including sequence of decision processes that precede and
determine these acts. An actual purchase is only a part of the decision process. In buyer behavior
attention is given not only to why, how and what people buy, but others factors such as where
how, when and under what conditions the purchase is made. An understanding of buyer behavior
is essential in marketing planning and programmed buying behavior is a process. The analysis of
buyer behavior is one of the most important keys to successful marketing.

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Buying Behavior:
Buying behavior requires a high involvement of decision making. We have two types of buyer
behavior:
Complex Buying Behavior:
First the consumer develops beliefs about the product then attitudes and then makes a thoughtful
choice, or, when the consumer is aware of significant differences among brands.
Reducing Buyer Behavior:
In this case the consumer first acts and then develops beliefs and ends up with a set of attitude.
Internal
(Psychological)
External
(Sociological)
Culture
Social class
Reference group
Family
Marketingmix
Needs
Motives
Wants
Awareness Perception Attitude Preference
b
e
h
a
v
i
o
r
Learning
Personality
Buyer Behavior Model

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FACTORS INFLUENCING BUYING BEHAVIOUR
Personal Factors:
The occupation of a person may influence the consumption pattern. The person’s economic
circumstances, as mentioned below, could also be directly related to his/her buying behavior.
Unique to a particular person, Demographic factors, Sex, Race, Age etc.
Social Factors:
Social factors consist of reference groups – direct or indirect which may be influential.
Consumer wants, learning, motives etc. are influenced by opinion leaders, person's family,
reference groups, social class and culture.
Cultural
Culture
Subculture
Social
Reference
Groups
Family
Roles &
Status
Personal
Age & Life-
Cycle Stage
Occupation
Economic
Situation
Lifestyle
Psychological
Motivation
Perception
Learning
Beliefs &

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 Roles and Family Influences--
Role...things you should do based on the expectations of you from your position within a
group. People have many roles. Husband, father, employer. Individuals role are
continuing to change therefore marketers must continue to update information.
 Culture and Sub-culture--
Culture refers to the set of values, ideas, and attitudes that are accepted by a homogenous
group of people and transmitted to the next generation.
Culture also determines what is acceptable with product advertising. Culture determines
what people wear, eat, reside and travel. Cultural values in the US are good health,
education, individualism and freedom.
Psychological factors:
 Motives--
A motive is an internal energizing force that orients a person's activities toward satisfying
a need or achieving a goal. Actions are effected by a set of motives, not just one. If
marketers can identify motives then they can better develop a marketing mix.
 Perception—
What do you see?? Perception is the process of selecting, organizing and interpreting
information inputs to produce meaning. IE we chose what info we pay attention to,
organize it and interpret it. Information inputs are the sensations received through sight,
taste, hearing, smell and touch.
 Ability and Knowledge--
Need to understand individual’s capacity to learn. Learning, changes in a person's
behavior caused by information and experience. Therefore to change consumers' behavior
about your product, need to give them new information re: product...free sample etc.

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Types of Consumer Buying Behavior:
Types of consumer buying behavior are determined by:
 Level of Involvement in purchase decision. Importance and intensity of interest in a
product in a particular situation.
 Buyer’s level of involvement determines why he/she is motivated to seek information
about a certain products and brands but virtually ignores others.
High involvement purchases--Honda Motorbike, high priced goods, products visible to others,
and the higher the risk the higher the involvement. Types of risk:
 Personal risk
 Social risk
 Economic risk
The four type of consumer buying behavior are:
 Routine Response/Programmed Behavior--buying low involvement frequently purchased
low cost items; need very little search and decision effort; purchased almost
automatically. Examples include soft drinks, snack foods, milk etc.
 Limited Decision Making--buying product occasionally. When you need to obtain
information about unfamiliar brand in a familiar product category, perhaps. Requires a
moderate amount of time for information gathering. Examples include Clothes--know
product class but not the brand.
 Extensive Decision Making/Complex high involvement, unfamiliar, expensive and/or
infrequently bought products. High degree of economic/performance/psychological risk.
Examples include cars, homes, computers, education. Spend a lot of time seeking
information and deciding. Information from the companies MM; friends and relatives,
store personnel etc. Go through all six stages of the buying process.
 Impulse buying, no conscious planning.

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The purchase of the same product does not always elicit the same Buying Behavior. Product can
shift from one category to the next.
For example:
Going out for dinner for one person may be extensive decision making (for someone that
does not go out often at all), but limited decision making for someone else. The reason for
the dinner, whether it is an anniversary celebration, or a meal with a couple of friends will
also determine the extent of the decision making.
CONSUMER BUYING DECISION PROCESS:
NEED
RECOGNITION
INFORMATION
SEARCH
EVALUATION OF
ALTERNATIVES
POSTPURCHASE
BEHAVIOUR
PURCHASE
DECISION

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CONSUMER BUYING PROCESS
PROBLEM RECOGNITION:
Problem recognition is that result when there is a difference between one's desired state and one's
actual state. Consumers are motivated to address this discrepancy and therefore they commence
the buying process.
Sources of problem recognition include:
 An item is out of stock
 Dissatisfaction with a current product or service
 Consumer needs and wants
 Related products/purchases
 Marketer-induced
 New products
INFORMATION SEARCH
Once the consumer has recognized a problem, they search for information on products and
services that can solve that problem. Consumers undertake both an internal (memory) and an
external search.
Sources of information include:
 Personal sources
 Commercial sources
 Public sources
 Personal experience

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The relevant internal psychological process that is associated with information search is
perception. Perception is defined as 'the process by which an individual receives, selects,
organizes, and interprets information to create a meaningful picture of the world'.
EVALUATION OF ALTERNATIVES
This step is to evaluate the various alternatives available in the market. An individual after
gathering relevant information tries to choose the best option available as per his need, taste and
pocket. All possible alternatives are evaluated with respect to quality, price, performance, and all
other respects. The better one alternative is selected for the use.
PURCHASE DECISION:
Once the alternatives have been evaluated, the consumer is ready to make a purchase decision.
Sometimes purchase intention does not result in an actual purchase. The marketing organization
must facilitate the consumer to act on their purchase intention.
The provision of credit or payment terms may encourage purchase, or a sales promotion such as
the opportunity to receive a premium or enter a competition may provide an incentive to buy
now. The relevant internal psychological process that is associated with purchase decision is
integration.
POST PURCHASE BEHAVIOUR
1. Falls short of expectations- disappointed (abandon or return the product)
2. Meets expectations- satisfied (probability of buying the product again)
3. Exceeds expectations- delighted.

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COMPANY PROFILE
Vision
Our Vision is to be the world’s mobile communication leader – enriching customers’ lives,
helping individuals, businesses and Communities be more connected in a mobile world.
To be the most admired Telecom service provider in Maharashtra and Goa.
Mission
Vodafone is primarily a user of technology rather than a developer of it, and this fact is reflected
in the emphasis of our work program on enabling new applications of mobile communications,
using new technology for new services, research for improving operational efficiency and quality
of our networks, and providing technology vision and leadership that can contribute directly to
business decisions.
VODAFONE TELESERVICES
Vodafone is a mobile network operator headquartered in Berkshire, England, UK. It is the largest
mobile telecommunications network company in the world by turnover and has a market value of
about £75 billion (August 2013). Vodafone currently has operations in 25 countries and partner
networks in a further 42 countries. The name Vodafone comes from Voice data fone, chosen by
the company to "reflect the provision of voice and data services over mobile phones. "As of 2015
Vodafone had an estimated 260 million customers in 25 markets across 5continents. On this

19
measure, it is the second largest mobile telecom group in the world behind China Mobile. In the
United States, Vodafone owns 45% of Verizon Wireless.
In 1982 Racal Electronics plc's subsidiary Racal Strategic Radio Ltd. won one of two UK
cellular telephone network licenses. The network, known as Racal Vodafone was 80%owned by
Racal, with Millicom and the Hambros Technology Trust owning 15% and 5%respectively.
Vodafone was launched on 1 January 1985. Racal Strategic Radio was renamed Racal
Telecommunications Group Limited in 1985. On 29 December 1986 Racal Electronics bought
out the minority shareholders of Vodafone for GB£110 million. In September 1988 the company
was again renamed Racal Telecom and on 26 October1988 Racal Electronics floated 20% of the
company. The flotation valued Racal Telecomat GB£1.7 billion On 16 September 1991 Racal
Telecom was demerged from Racal Electronics as Vodafone Group. In July 1996 Vodafone
acquired the two thirds of Talk land it did not already own for£30.6 million. On 19 November
1996, in a defensive move, Vodafone purchased Peoples Phone for £77 million, a 181 store chain
whose customers were overwhelmingly using Vodafone's network. In a similar move the
company acquired the 80% of Astec Communications that it did not own, a service provider with
21 stores. In 1997 Vodafone introduced its Speech mark logo, as it is a quotation mark in a
circle; the O's in the Vodafone logotype are opening and closing quotation marks, suggesting
conversation. On 29 June 1999 Vodafone completed its purchase of Air Touch Communications,
Inc. and changed its name to Vodafone Air touch plc. Trading of the new company commenced
on 30 June 1999. To approve the merger, Vodafone sold its 17.2% stake in E-Plus Mobilfunk.
The acquisition gave Vodafone a 35% share of Mannesmann, owner of the largest German
mobile network. On 21 September 1999 Vodafone agreed to merge its U.S. wireless assets with
those of Bell Atlantic Corp to form Verizon Wireless. The merger was completed on 4 April
2000.In November 1999 Vodafone made an unsolicited bid for Mannesmann, which was
rejected. Vodafone's interest in Mannesmann had been increased by the latter's purchase of
Orange, the UK mobile operator. Chris Gent would later say Mannesmann's move into the UK
broke a "gentleman's agreement" not to compete in each other's home territory. The hostile
takeover provoked strong protest in Germany and a "titanic struggle" which saw Mannesmann
resists Vodafone's efforts. However, on 3 February 2000 the Mannesmann board agreed to an
increased offer of £112bn, then the largest corporate merger ever. The EU approved the merger
in April 2000. The conglomerate was subsequently broken up and all manufacturing related

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operations sold off. On 28 July 2000 the Company reverted to its former name, Vodafone Group
Plc. In April2001 the first 3G voice call was made on Vodafone United Kingdom's 3G network.
In2001 the Company took over Eircell, then part of eircom in Ireland, and rebranded it as
Vodafone Ireland. It then went on to acquire Japan's third-largest mobile operator J-Phone,
which had introduced camera phones first in Japan. On 17 December 2001 Vodafone introduced
the concept of "Partner Networks" by signing TDC Mobil of Denmark. The new concept
involved the introduction of Vodafone international services to the local market, without the
need of investment by Vodafone. The concept would be used to extend the Vodafone brand and
services into markets where it does not have stakes in local operators. Vodafone services would
be marketed under the dual-brand scheme, where the Vodafone brand is added at the end of the
local brand. (i.e.,TDC Mobil-Vodafone etc.)
In February 2002 Finland was added into the mobile community, as Radiolinja is signed as a
Partner Network. Radiolinja later changed its named to Elisa. Later that year the Company
rebranded Japan's J-sky mobile internet service as Vodafone live! and on 3December 2002 the
Vodafone brand was introduced in the Estonian market with signing of a Partner Network
Agreement with Radiolinja (Eesti). Radiolinja (Eesti) later changed its name to Elisa. On 7
January 2003 the Company signed a group-wide Partner agreement with mobilkom Austria. As a
result, Austria, Croatia, and Slovenia were added to the community. In April 2003 Og Vodafone
was introduced in the Icelandic market and in May 2003 Vodafone Italy (Omnitel Pronto-Italia)
was rebranded Vodafone Italy. On 21 July 2003 Lithuania was added to the community, with the
signing of a Partner Network agreement with Bitė.
In February 2004 Vodafone signed a Partner Network Agreement with Luxembourg's Lux GSM
and a Partner Network Agreement with Cyta of Cyprus. Cyta agreed to renameits mobile phone
operations to Cyta mobile-Vodafone. In April 2004 the Company purchased Single
point airtime provider from John Caudwell (Caudwell Group) and approx 1.5million customers
onto its base for £405million, adding sites in Stoke on Trent (England) to existing sites in
Newbury (HQ), Birmingham, Warrington and Banbury. In November 2004 Vodafone introduced
3G services into Europe. In June 2005 the Company increased its participation in Romania's
Connex to 99% and also bought the Czech mobile operator Oskar. On 1 July 2005 Oskar of the
Czech Republic was rebranded as Oskar-Vodafone. Later that year on 17 October 2005Vodafone

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Portugal launched a revised logo, using new text designed by Dalton Maag, and a 3D version of
the Speech mark logo, but still retaining a red background and white writing (or vice versa).
Also, various operating companies started to drop the use of the SIM card pattern in the company
logo. (The rebranding of Oskar-Vodafone and Connex-Vodafone also does not use the SIM card
pattern.) A custom typeface by Dalton Maag(based on their font family Inter-Face) formed part
of the new identity. On 28 October 2005 Connex in Romania was rebranded as Connex-
Vodafone and on 31October 2005 the Company reached an agreement to sell Vodafone Sweden
to Telenor for approximately €1 billion. After the sale, Vodafone Sweden became a Partner
Network.
In December 2005 Vodafone won an auction to buy Turkey's second-largest mobile phone
company, Telsim, for $4.5 billion. In December 2005 Vodafone Spain became the second
member of the group to adopt the revised logo: it was phased in over the following six months in
other countries. In 2006 the Company rebranded its Stoke-on-Trent site as Stoke Premier Centre,
a centre of expertise for the company dealing with Customer Care for its higher value customers,
technical support, sales and credit control. All cancellations and upgrades started to be dealt with
by this call centre. On 5 January 2006 Vodafone announced the completion of the sale of
Vodafone Sweden to Telenor. On February 2006 the Company closed its Birmingham Call
Centre. In 1 February 2006 Oskar Vodafone became Vodafone Czech Republic, adopting the
revised logo and on 22 February 2006 the Company announced that it was extending its footprint
to Bulgaria with the signing of Partner Network Agreement with Mobiltel, which is part of
mobilkom Austria group. On 12 March 2006 former chief, Sir Christopher Gent, who was
appointed the honorary post Chairman for Life in 2003, quits following rumours of boardroom
rifts. In April 2006the Company announced that it has signed an extension to its Partner Network
Agreement with BITE Group, enabling its Latvian subsidiary "BITE Latvija" to become the
latest member of Vodafone's global partner community. Also in April 2006 Vodafone Sweden
changed its name to Telenor Sverige AB and Connex-Vodafone became Vodafone Romania,
also adopting the new logo. On 30 May 2006 Vodafone announced the biggest loss in British
corporate history (£14.9 billion) and plans to cut 400 jobs; it reported one-off costs of £23.5
billion due to the revaluation of its Mannesmann subsidiary. On 24 July2006 the respected head
of Vodafone Europe, Bill Morrow, quit unexpectedly and on 25August 2006 the Company

22
announced the sale of its 25% stake in Belgium's Proximus for €2 billion. After the deal,
Proximus was still part of the community as a Partner Network.
Vodafone Iceland and on 19 December 2006 the Company announced the sale of its 25%stake in
Switzerland's Swisscom for CHF4.25 billion (£1.8 billion). After the deal, Swisscom would still
be part of the community as a Partner Network. Finally in December2006 the Company
completed the acquisition of Aspective, an enterprise application systems integrator in the UK,
signaling Vodafone's intent to grow a significant presence and revenues in the ICT market place.
Early in January 2007 Telsim in Turkey adopted Vodafone dual branding as Telsim Vodafone
and on 1 April 2007 Telsim Vodafone Turkey dropped its original brand
and became Vodafone Turkey. On 1 May 2007 Vodafone added Jersey and Guernsey to the
community, as Airtel was signed as Partner Network in both crown dependencies. In June2007
the Vodafone live! Mobile Internet portal in the UK was relaunched. Front page was now
charged for and previously "bundled" data allowance was removed from existing contract terms.
All users were given access to the "full" web rather than a Walled Garden and Vodafone became
the first mobile network to focus an entire media campaign on its newly launched mobile
Internet portal in the UK. On 1 August 2007 Vodafone Portugal launched Vodafone Messenger,
a service with Windows Live Messenger and Yahoo! Messenger.
On 17 April 2008 Vodafone extended its footprint to Serbia as VIP mobile was added to the
community as a Partner Network and on 20 May 2008 the Company added VIP Operator as a
Partner Network thereby extending the global footprint to Macedonia. In May 2008 K all of the
Faroe Islands rebranded as Vodafone Faroe Islands. On 30 October 2008, the company
announced a strategic, non-equity partnership with MTS group of Russia. The agreement adds
Russia, Armenia, Turkmenistan, Ukraine, and Uzbekistan to the group footprint.

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ABOUT VODAFONE
Today, in India, becomes Vodafone. Now, the pink color logo of Hutch is replaced by
Vodafone Essar’s corporate red colored one.
In 2005-06, the Orange brand in Mumbai was phased out to introduce (now Vodafone). The
company also changed the colors of its logo from orange to pink and then red. After acquiring 67
per cent of stake (around Rs . 250cr ) in is on Essar from Hong Kong-based is on Whampoa,
Vodafone Essar is expecting to touch over 35 million customers across 400,000 shops and
thousands of ‟s own employees along with employees of its business associates.
Vodafone offers a host of premier value added services (VAS) including national and international roaming in
over 70 countries in over 160 networks, Wireless Application Protocol (WAP), short message service, voice mail
service, auto roam, fax and data, cricket updates, M-banking, general information, tarot line, etc. The company
launched WAP in Delhi in October 2000, much before its rival Bharti. It has 5000 WAP customers, as in
December 2000. The company has been a prime mover in introducing these value-added services
in the Delhi circle.
The values are stated simply. To be fair and transparent in what they do and how they do it. To
provide the quality services with more customer friendly practices. To make one’s
communications experience simple, pleasurable and fun. Where he doesn't simply get technology
- but technology that is relevant. Where solutions are not just promised in the future - but
delivered in the present.

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CORE VALUES:
 We shall uphold the dignity of the individual.
 We shall honour all commitments.
 We shall be committed to Quality, Innovation and Growth in every endeavor.
 We shall be responsible corporate citizens.
ACCOMPLISHMENTS:
 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 group with
approximately 315 million proportionate customers as at 30 June 2009.
 Vodafone currently has equity interests in 31 countries across five continents and around
40 partner networks worldwide.
 The Essar Group is a diversified business corporation with a balanced portfolio of assets
in the manufacturing and services sectors of Steel, Energy, Power, Communications,
Shipping Ports & Logistics, and Projects.
 Essar employs more than 50,000 people across offices in Asia, Africa, Europe and the
America.
 The company now has operations across the country with over 78.68 million customers.

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SERVICES:
Staying connected becomes a lot easier with Vodafone. We have a wide range of services you
can access right from your Vodafone phone. From cell banking to flight updates to call
management services, get all that you want, instantly.
Prepaid services (latest):
Vodafone Essar, one of India’s leading cellular service providers announced a new Bonus Card
25 for its prepaid customers in Punjab. With this new bonus card, Vodafone customers can enjoy
the benefit of unlimited national SMS at just 20paisa/SMS. The new bonus card comes with 30
days validity.
 Has introduced two new Bonus Cards. Bonus Card 18 and Bonus Card 29 come with one
month validity and are priced at Rs.18 and Rs.29 respectively. All Vodafone prepaid
customers including the lifelong customers in Kolkata and rest of Bengal can enjoy the
new Bonus Cards offer available across Stores and Mini stores.
 ‘Lifelong Prepaid @Rs.46 plan‟ for its prepaid customers in Kerala. This
new prepaid offer comes with lifetime validity and a talk time of Rs.5. Vodafone
customers can make local calls to all Vodafone numbers, other mobiles and landlines at
Re 1 per minute and all STD calls are at Rs1.50 per minute. Customers need to recharge
with Rs.200 cumulative in 180 days to stay connected.
Postpaid services (latest):
 Vodafone Essar, one of India’s leading cellular services providers has launched three new
monthly rental plans - Budget 500, Budget 750 and Budget 1000 - for
its postpaid customers in Kolkata and West Bengal. These Budget plans offer
combinations of free minutes over local and STD calls along with free local SMS. This
offer is valid for new and existing customers.

26
Value added services:
Vodafone Essar, one of India’s leading cellular services providers, has announced a special offer
for Zoo zoo fans across India. Vodafone customers can now get special oozoo DVDs from a
Vodafone Store and watch these adorable characters from Vodafone Essar’s recent television
commercials as they live life’s little moments in their inimitable style. Vodafone Prepaid
customers can get the DVD through a recharge of above Rs 300 at the Vodafone Store.
Vodafone Postpaid customers can enroll for Direct Debit or activate Callertune or Vodafone
Alerts at the Vodafone store to get the Zoozoo DVD.
Dial 600 to activate:
To activate these values added services on your Vodafone phone simply dial 600 and access our
Interactive Voice Response system.
SMS:
Message your family and friends through Vodafone SMS Services. It's convenient and
affordable. Communicate with cell phone users in over 100 countries and anywhere in India - by
sending and receiving text msg. Pay just Rs. 1.50 per message for sending SMS anywhere across
the country.
SMS Chat:
Now, you can chat on your Vodafone phone with as many people as you want. Its fun and as
simple as sending an SMS. Your identity will remain anonymous as your phone number is never
displayed during the chat. You can have your own profile and chat name.
You can also create your own chat rooms or chat in the different rooms that already exist
including: Teens, 20s, 30s, Office, Bollywood, Delhi. All you have to do is type in your
messages and send them to 2428. You will be charged Rs.2 per outgoing message. Incoming
messages are free.

27
MTNL Directory:
With this facility you can get to know the address and telephone no. of MTNL users. You will be
charged Rs.2 per outgoing message.
STD / ISD Codes:
You don't need to look up your diary or a phone directory to find out STD and ISD codes. You
can find it directly through your Vodafone phone.
Ringtones & Logos:
Now you can change the ringtone on your Vodafone phone according to your moods. You can
download logos as well. With the Vodafone and Yahoo! Tie up you have hundreds of tunes and
logos to choose from. For every ringtone downloaded, you will charged Rs. 7.00 (including the
cost of SMS sent). For every logo/picture message downloaded, you will charged Rs. 3.00
(including the cost of SMS sent).
Calling Line Identification
You can check your caller's telephone name and number on your phone screen whenever you
receive a call. This gives you the flexibility to either accept or reject an incoming call. This
service is also helpful in identifying your missed calls You can access this service by just paying
Rs. 49 per month, if you are a postpaid customer. This service is absolutely free if you are a
Vodafone Prepaid customer.
Itemized Billing
As a Vodafone Postpaid customer, you can choose to receive an itemized bill at the end of each
month. This is a detailed billing statement which helps you keep track of all your calls. Your
itemized bill includes:
 Origin of the call
 Destination of the call
 Duration of the call
 Toll charges

28
Call Management Services
There may be occasions when you need to conference with up to six people at a time or talk to
just two. Or you are speaking to someone and want to forward an incoming call to another
phone. With your Vodafone phone, you can do this and more. Vodafone helps you manage your
calls effortlessly so that you stay in control of your conversations, always.
Voice Response
Get your Vodafone phone to respond directly to your commands. Custom designed to recognize
Indian voices and accents, the Voice Response service makes your life more convenient. You
can get the latest updates on news, stocks, cricket and your horoscope. Airtime charges will be
Rs.6 per minute (1 minute pulse).
Voice Messaging
Voice Messaging has become even more affordable. You can now send voice messages to
cellular phones as well as fixed telephone lines in USA or Canada for just Rs.3.95 per min* (as
against Rs.4.95 per min earlier). Voice messages within India across Select network will cost
you Rs.95 per min only. Also, recipients of the cellular Voice Messaging service have the option
of replying back to the messages, which get returned back as return Voice Mail messages,
facilitating two-way (though not simultaneous) voice communication.
Cell Banking
Vodafone now puts the bank in your pocket with Cell Banking. Access your bank account and
transact directly on your Vodafone phone by sending text messages. The first of its kind in India,
this service enables you to conduct your banking without having to visit the bank or making a
call. You can do Cell Banking from over 90 countries worldwide. You will be charged Rs. 2 per
outgoing message. Incoming messages are free.

29
Roaming
Now you can always stay connected, no matter where you are. With the Vodafone facility, you
can use your Vodafone phone in over 100 countries worldwide and over 1000 cities, towns and
highways across India. Vodafone Roaming makes life easy and convenient for you.
Vodafone Essar, one of India’s leading cellular services providers, today announced significant
reduction in international roaming rates for its Postpaid customers traveling to South Africa
during the upcoming DLF Indian Premier League (IPL) cricket tournament. Vodafone Essar is
the official partner to DLF IPL 2013
National and International Roaming on Vodafone Prepaid
Roaming on Vodafone Prepaid gives you the most extensive coverage in over 1000 cities, towns
and highways across India, and in over 100 countries around the world. Enjoy Roaming on your
Vodafone Prepaid card and stay in touch wherever you go.
Group Messaging
Party invitations, movie outings, festive greetings... whatever be the occasion, you can send your
message to all your friends at one go! With Group Messaging from Vodafone, you can thus save
yourself the bother of painstakingly sending your message to one person at a time whether you
are on Vodafone prepaid or Post-paid.
Vodafone4help
Vodafone4help now lets you take advantage of a lot more services than before. You can connect
to the nearest fire brigade or mechanic or florist or even order a pizza. If you are stranded in the
middle of the road, or if you need immediate medical attention or if you are looking for a police
station close by, Vodafone4help gives you instant access to your nearest source of help,
anywhere in Delhi or the NCR. All the help services are charged@Rs.6/min. while for police and
fire help only local airtime charge is applicable.

30
Commissions
For our various services, we pay a fixed commission/ margin to our retailers and franchisees with
graded incentives based on volumes and choice of tariff plans. These commissions are however
subject to reversal and adjustments in the event that the subscriber discontinues with our services
within a period of six months of activation of services.
Customer Care
We believe that our business success is closely linked to customer satisfaction. We strategically
focus on developing strong customer relationships and loyalty. Our customer care department
redresses customer queries in accordance with standardized policies and procedures. We are
easily accessible to our customers through our call centers, toll-free telephone numbers,
interactive voice mail system, website, e-mail and facsimile. Presently our call centre services
have been outsourced to Serwizsol Limited, a subsidiary of Tata Sons Limited. We continuously
evaluate the access mechanisms for improving our response time. We have a standardized
complaint management system and ensure that our employees are given continuous training to
ensure satisfactory customer care.
Competitors
 Idea
 BSNL
 Reliance
 Vodafone
 Airtel
 Uninor.

31
BOARD OF DIRECTORS
Sunil Sood
Managing Director & CEO
Vodafone India Ltd
Naveen Chopra
Chief Operating Officer
Vodafone India Ltd
Thomas Reisten
Chief Financial Officer
Vodafone India Ltd
R.
Chief Commercial Officer
Vodafone India Ltd
Nick Gliddon
Director – Vodafone Business Services
Vodafone India Ltd
Vishant Vora
Director –Technology
Vodafone India Ltd

32
Ashok Ramchandran
Director –Human Resources
Vodafone India Ltd
Kumar Das
General Counsel
Vodafone India Ltd
P Balaji
Director – Regulatory & External Affairs
Vodafone India Ltd

33
Company branches and offices:
1. Vodafone India headquarters
Vodafone India Limited
Peninsula Corporate Park
Ganpatrao Kadam Marg
Lower Parel, Mumbai - 400 013
India
+91 22 71715000+91 22 24963645
2. Vodafone Cellular Limited
Vodafone House, The Metropolitan, FP No 27, Survey No 21, Old Pune-Mumbai
Highway, Wakdewadi, Shivaji Nagar, Pune - 411 003
3. Vodafone Cellular Limited
Branch Office Address :
Nexus Point 2nd Floor, Nr. Vidhan Bhawan, Beside Nagpur Municipal Corporation,
Civil Lines, Nagpur-440001, Maharashtra, India.

34
CHAPTER 4
RESEARCH METHODOLOGY

35
RESEARCH METHODOLOGY
WHAT IS RESEARCH?
"Research is a process of steps used to collect and analyze information to increase our
understanding of a topic or issue"
In the broadest sense of the word, the definition of research includes any gathering of data,
information and facts for the advancement of knowledge.
STEPS IN CONDUCTING RESEARCH:-
Research is often conducted using the hourglass model structure of research. The hourglass
model starts with a broad spectrum for research, focusing in on the required information
through the method of the project (like the neck of the hourglass), then expands the
research in the form of discussion and results.
The major Steps in conducting research are:-
Define Problem
Analyze data
Data Collection
Specify the sample
Designingthe data collection
Forms
Design the research
Report Writing

36
The steps generally represent the overall process; however they should be viewed as an ever-
changing process rather than a fixed set of steps.
Most researches begin with a general statement of the problem, or rather, the purpose for
engaging in the study.
The literature review identifies flaws or holes in previous research which provides justification
for the study.
Often, a literature review is conducted in a given subject area before a research question is
identified.
A gap in the current literature, as identified by a researcher, then engenders a research question.
The research question may be parallel to the hypothesis. The hypothesis is the supposition to be
tested.
The researcher(s) collects data to test the hypothesis.
The researcher(s) then analyzes and interprets the data via a variety of statistical methods,
engaging in what is known as Empirical research.
The results of the data analysis in confirming or failing to reject the Null hypothesis are then
reported and evaluated.
At the end the researcher may discuss avenues for further research.

37
TYPE OF RESEARCH
Descriptive research:-
My project is related with the Descriptive research.
What is Descriptive research?
Is more rigid than exploratory research and seeks to describe users of a product, determine the
proportion of population that uses a product, or predict future demand for product. As opposed to
exploratory research, descriptive research should define question, people surveyed, and the
method of analysis prior to beginning data collection. In other words, who, what, where, when,
why, and how aspects of the research should be defined. Such preparation allows one the
opportunity to make any required change before the costly process of data collection has begun.
There are two types of descriptive research: longitudinal studies and cross-sectional studies.
It helps to identify and define a problem or question. Descriptive research is also called
Statistical Research. The main goal of this type of research is to describe the data and
characteristics about what is being studied. The idea behind this type of research is to study
frequencies, averages, and other statistical calculations. Although this research is highly
accurate, it does not gather the causes behind a situation. Descriptive research is mainly done
when a researcher wants to gain a better understanding of a topic. It is quantitative and uses
surveys and panels and also the use of probability sampling. Descriptive research is the
exploration of the existing certain phenomena. The details of the facts won’t be known.

38
SOURCES AND METHODS OF DATA COLLECTION
The data collected for this project is through Questionnaires and personal interviews.
QUSESTIONNAIRE:-
This method of data collection is quite popular, particularly in case of big enquires. In this
method a questionnaire is sent to the person concerned with the request to answer the
questions and return the questionnaire.
This method of data collection is the most extensive employed in various economic and
business surveys.
Merits of Questionnaire Method:-
 There is low cost even when the universe is large and is widely spread
geographically.
 It is free from the bias of the interviewer; answers are in respondents own words.
 Respondents have adequate time to give well thought out answers
 Respondents, who are not easily approachable, can also be reached conveniently.
 Large samples can be made use of and thus the results can be made more
dependable and reliable.
PRIMARY DATA:
In primary data collection, you collect the data yourself using methods such as interviews
and questionnaires. The key point here is that the data collected is unique to the research
and, until it is published, no one else has access to it.
There are many methods of collecting primary data and the main methods include:
 Questionnaires
 Interviews
 Observation
 Portfolios.

39
The Sources for the collection of Primary data in concern with my project are:-
 Questionnaires
SECONDARY DATA:
Secondary data is data collected by someone other than the user. Common sources of
secondary data for social science include censuses, organizational records and data
collected through qualitative methodologies or qualitative research. Primary data, by
contrast, are collected by the investigator conducting the research.
Secondary data analysis saves time that would otherwise be spent collecting data and,
particularly in the case of quantitative data, provides larger and higher-quality databases
that would be unfeasible for any individual researcher to collect on their own. In addition,
analysts of social and economic change consider secondary data essential, since it is
impossible to conduct a new survey that can adequately capture past change and/or
developments.
Sources of secondary data
 Research journals
 www.vodafone.com
SAMPLING METHOD:
Sampling is selection of certain percentage of group of items according to a pre-determined plan.
Everyone is accustomed to draw conclusion about a large group, on the basis of a small group
known as sample.

40
SAMPLING UNIT:
 Here respondents are customers and retailers.
SAMPLING AREA
 Sampling Area is Nagpur city
SAMPLE PROCEDURE
Sample is selected by using convenience sampling methods.
CONVENIENCE SAMPLING
Convenience sampling is a non-probability sampling technique where subjects are selected
because of their convenient accessibility and proximity to the researcher. The subjects are
selected just because they are easiest to recruit for the study and the researcher did not consider
selecting subjects that are representative of the entire population.
In all forms of research, it would be ideal to test the entire population, but in most cases, the
population is just too large that it is impossible to include every individual. This is the reason
why most researchers rely on sampling techniques like convenience sampling, the most common
of all sampling techniques.
Sample techniques
Respondent size:- 120
Tool for data collection:- Questionnaires & Personal interview
Geographical Area Nagpur city

41
Data collection
Primary data The primary data collected through
questionnaires administered to a sample of 120
respondents selected from the Nagpur city
Questionnaire was pre-Designed and pre-tested
before it was administered. Pilot study was
done by the researchers.
Secondary data Secondary data was collected through various
publications of books and websites of telecom
companies,
Sample Design A total of 120 respondents were selected from
the Nagpur city for this study to analyze the
consumers buying behavior.
Mode of data collection For the collection of information actual
Interview was conducted and questionnaire
used by the researchers.
DATA ANALYSIS AND TOOLS
After the data collection from both sources i.e. from primary sources and secondary sources the
data has been edited and analyzed and findings extracted from this collected data. The various
mathematical techniques are used in data analysis. The Tables, Bar Diagrams, Pie Charts area
used to present the collected data graphically.
PREPARATION OF REPORT
Finally the report is prepared according to the research process and what is been carried in the
research

42
CHAPTER 5
DATA ANALYSYS &
INTERPRETATION

43
Demographic factors:
1. Gender of the customers
INTERPRETATION:
From the data the researcher can interpret that majority of the Respondents are males.
Sr. No. Gender Customers Percentage
1 Male 68 57%
2 Female 52 43%
Total 120 100%
57%
43%
Gender
male
female

44
2. Age group of customers
INTERPRETATION:
From the above researcher interpret that majority of the respondents are of the age group 18 to
25 years.
54%
23%
15%
8%
Age Group
18-25 26-35 36-45 46 ABOVE
Sr.No. Age group customers Percentage
1 18-25 64 54%
2 26-35 28 23%
3 36-45 18 15%
4 46 ABOVE 10 8%
Total 120 100%

45
3. Occupations
INTERPRETATION:
From the above data it is clear that large no of subscribers are students.
20%
41%
32%
7%
Occupation
Businessman Students Working Housewife
Sr.No. Profession Customers Percentage
1 Businessman 24 20%
2 Students 50 41%
3 Working 38 32%
4 Others 8 7%
Total 120 100%

46
4. Do you have mobile connection?
INTERPRETATION:
So the researcher can interpret that most of the respondents are already using mobiles and very
few people they are not aware of the mobile usage.
97%
3%
yes
no
Sr.no Mobile connection No. of customers Percentage
1 Yes 116 97%
2 No 4 3%
Total 120 100%

47
5. Which company’s connectionyou are using?
Sr.No. Name of company Subscribers Percentage
1 VODAFONE 24 21%
2 AIRTEL 20 17%
3 IDEA 20 17%
4 BSNL 16 14%
5 TATA DOCOMO 14 12%
6 RELIANCE 14 12%
7 UNINOR 8 7%
Total 120 100%
INTERPRETATION:
From the above data research can interpret that, Vodafone is the 1st preferred company followed
by Idea and Airtel at 2nd preferred and BSNL is 3rd preferred and Tata Docomo and reliance is 4th
preferred brand and at last Uninor is 5th preferred.
17%
14%
21%17%
12%
12% 7%
Airtel BSNL VODAFONE IDEA TATA DOCOMO RELIANCE UNINOR

48
I ) From which source you get information about Vodafone?
INTERPRETATION:
So researcher can interpret that advertisements and friends are the major sources of information
for the customers.
Sr No Source No. Of respondents Percentage
1 Family 16
13%
2 Friends 40 34%
3 Advertisement 40 33%
4 Sales person 8 7%
5 Retailer 16 13%
6 Other 0 0%
Total 120 100
13%
34%
33%
7% 13%
0%
1 family 2 friends 3 advertisement 4 sales person 5 retailer 6 other

49
ii ) How you analyze the mobile service provider?
Sr No Source No.of respondents Percentage
1 call rates 40 33%
2 network 44 37%
3 value added service 4 3%
4 internet speed 26 22%
5 brand image 6 5%
Total 120 100%
INTERPRETATION:
From this data researcher can interpret that, network coverage and call rates are the two major
factors that customer take into consideration for analyzing the alternatives followed by internet
speed and brand image.
33%
37%
3%
22%
5%
Analysis Of Source
call rates network value added service
internet speed brand image other

50
1. Do you like to switch to another brand with additional features?
Sr.No. like to switch No. of customers Percent
1 yes 50 41%
2 no 70 59%
Total 120 100%
INTERPRETATION:
From the above, researcher can interpret that most of the subscribers are loyal to their brand and
there is small percentage of subscribers who switch their brand.
yes
41%
no
59%
Switching of brands

51
I. Which factor affects you to go for switching the brand?
Sr. No Factors No. of Customers Percentage
1 Poor network coverage 34 28
2 High call rates 28 23
3 Frequent network problem 24 20
4 Family influences 10 9
5 Friend influences 20 17
6 Other 4 3
Interpretation poor network coverage, Frequent Network Problems, High call rates, Influence
from family and friends are the most important factors which affects the switching behavior and
for buying new service provider.
28%
23%20%
9%
17%
3%
poor network coverage high call rates
frequent network problem family influences
friend influences other

52
II. Scale the factors which would influence your purchasing
decision
Rating of influencing factors from 1 to 5 ( 1 being highly uninfluenced and 5 being
highly influenced )
Ratings
Factors
1
Highly
uninfl
uenced
2
Uninfluenced
3
neutral
4
Influenced
5
Highly
influenced
Brand name 0 18 26 46 30
Call rates 0 2 16 28 74
Network 0 0 8 20 92
Customer care service 2 12 28 46 32
Internet speed 0 6 16 30 68
SMS packs 2 16 42 34 26
Internet packs 0 6 22 38 54
Availability in retail
stores
0 2 16 50 52
From above information we can interpret:
BRAND NAME
Out of 120 customers, 30 customers highly influenced by Brand name, 46 customers only
influenced by brand name, 46 customers are neutral, 18 customers are uninfluenced and there is
no customers who is highly uninfluenced.
CALL RATES
Out of 120 customers, 74 customers highly influenced by call rates, 28 customers only
influenced, 16 customer are neutral, 2 customers are uninfluenced and there is no customers who
is highly uninfluenced.

53
NETWORK
Out of 120 customers, 92 customers highly influenced by network, 20 customers only
influenced, 8 customer are neutral, no customers are uninfluenced and there is no customers who
INTERNET SPEED
Out of 120 customers, 68 customers highly influenced by internet speed, 30 customers only
influenced, 16 customers are neutral, 6 customers are uninfluenced and there is no Customer who
CUSTOMERS CARE SERVICES
Out of 120 customers, 32 customers highly influenced by customers care services, 46 customers
only influenced by, 28 customers are neutral, 12 customers are uninfluenced and there is only 2
Customer who is highly uninfluenced. SMS PACK
Out of 120 customers, 26 customers highly influenced by SMS packs, 34 customers only
influenced, 42 customers are neutral, 16 customers are uninfluenced and there is only 2
Customer who is highly uninfluenced.
INTERNET PACKS
Out of 120 customers, 54 customers highly influenced by internet pack, 38 customers only
influenced, 22 customers are neutral, 6 customers are uninfluenced and there is no Customer who

54
AVAILABILTY AT RETAIL STORES
Out of 120 customers, 52 customers highly influenced by customers care services, 50 customers
only influenced, 16 customers are neutral, 2 customer is uninfluenced and there is no Customer
who is highly uninfluenced.
INTERPRETATION:
From the above data researcher can interpret that Network coverage and call rates are the major
product factors that influence the purchasing behavior of the customer.
Internet speed and availability of recharges at retail stores also plays a major role whereas
customer care service and sms packs are not that impactful to the purchasing behavior of then
customer.

55
2. Do you think Vodafone is good service provider?
INTERPRETATION:
From above data researcher can interpret that Vodafone has to improve their services because
most of the respondents think that Vodafone is not good service provider.
No
38%
Yes
62%
SERVICE
Sr . No Answer Respondents Percentage
1 Yes 74 62
2 No 46 38

56
3. From how many months you are using Vodafone?
INTERPRETATION:
From the above data most of customer using Vodafone from more than18 months.
21%
14%
29%
36%
Respondents
1 From 6 months
2 From 12 months
3 From 18 months
4 More than 18
months
No.of months Respondents Percentage
1 From 6 months 3 21
4 More than 18
months 5 36

57
4. Which factor influenced you to buy service of Vodafone?
Sr. No. factors No. of Customers percentage
1 Network coverage 20 17
2 Internet Data 50 42
3 call rates 25 21
4 customer care 15 13
5 value added services 10 7
Interpretation
From the above data researcher can interpret that most of the customer are internet user that’s
why they influenced by internet data.
17%
42%
21%
13%
7%
Factors
Network coverage Internet Data call rates
customer care value added services

58
5. Are you satisfied with the service of Vodafone?
Interpretation
From the above data researcher can interpret that most of the customer are not satisfied with
Vodafone.
33%
67%
SATISFIED
yes
no
Sr.no. Satisfaction Respondents Percentage
1 Yes 80 67
2 No 40 33

59
I. Rate the following services of Vodafone?
( 5 being the highest and 1 being lowest)
1 2 3 4 5
Network 1 3 5 2 2
Call rates 2 2 5 3 2
Value added services 4 4 2 2 2
Internet 1 1 6 4 2
Sms packs 3 5 3 2 1
Customer care service 4 4 3 1 2
INTERPRETATION:
From the above data researcher can interpret that most of the respondents think that-
1. The network coverage of Vodafone is average.
2. Call rates of Vodafone is also average.
3. Value added services are bad.
4. Internet services are good.
5. Sms packs are also good.
6. Customers care service not good

60
LIMITATIONS OF THE PROJECT
The limitations of this Project are as follows:-
1. Biased reply of respondents
2. Lot of Confidential data.
3. Time constraint
4. After collecting all the data, the most confusing part was to understand which data
lies under which Chapter.
5. The Analysis part took lots of brain storming.
6. The data entry in an appropriate manner was difficult.
7. The formatting in the word document took lots of time.

61
FINDINGS
1. It is found that most of the customers are belonging to age group of 18- 25.
2. Network coverage, play the pivotal role in Purchasing switching the service provider
followed by call rates, internet packs, availability at stores, customer care services, SMS
packs and brand image which plays the least important role.
3. Most of the respondents are availing the mobile service users.
4. According to the study, the most preferred service provider is Vodafone (21%). Idea and
Airtel occupies the second place with Consumer preference of 17%, followed by BSNL
(14%), Reliance (12%), Tata Docomo (12%) and the least preferred operator is Uninor
(7%).
5. Advertisements and friends are the major sources of information for the customers.
6. 59% of respondents are loyal to the company and about 41% of respondents should
switch their connection.
7. From the above data researcher can interpret that most of the customer are internet user
that’s why they influenced by internet data.
8. Poor network coverage, Frequent Network Problems, High call rates, Influence from
family and friends are the most important factors which affects the switching behavior
and for buying new service provider.
9. Most of the respondents think that Vodafone is not a good service provider.
10. Most of the respondents are not satisfied with Vodafone.

62
SUGGESTIONS
1. From the study, it is abundantly clear that Network coverage and Call rates lead the
consumers to switch the service provider. So, Vodafone need to satisfy the Consumer
with minimum call rates and better Network coverage.
2. Vodafone should invest more on improving their network coverage in order to retain their
consumers.
3. Vodafone have to provide more offers for family and friends. Enticing offers still hold a
majors way.
4. Vodafone should satisfy their current consumers by providing them innovative offers.
5. Vodafone should accept valid feedbacks from consumers regularly and make sure that
they satisfy the consumers.

63
CONCLUSION
The study reveals that network coverage and call rates plays the most important role in
purchasing new mobile connection followed by internet speed, Customer care service availability
in stores and internet packs, SMS Packs and brand name which plays the least important role
also advertisements and friends also influence the buying behavior followed by family, sales
executive and relatives.
After analyzing the findings of the study, I suggest that Vodafone should concentrate more on
increasing network stability and setting tariff rates competitively. The findings also suggest that
managers of these mobile operators should shift focus on building corporate image and analyze
more carefully the reason for consumers to switch brands in this industry in order to increase
loyalty among these consumers.

64
BIBLIOGRAPHY
Books:-
 Philip Kotler, Keller Lane, Abraham BCoshy, MithileshwarJha, Marketing Management,
Person Education, New Delhi, 2006, 12th edition. Page 144 - 160
 Philip Kotler, Gary Armstrong, Prafulla Y. Agnihotri and EhsanulHaque, “Principle of
Marketing”, Pearson Education Pvt. Ltd., New Delhi, 13th Edition, Copyright © 2010
 Consumer behavior 4th edition, David l. loudan and Albert j. della bitta.
 Naresh K. Malhotra, Satyabhushan Dash, “Marketing Research and Applied
Orientation”, Pearson Education Pvt. Ltd., New Delhi, 6th Edition, Copyright © 2010
 G. C Beri ,”Marketing Research”, 4th Edition, Published by Tata MacGaw Hill Education
Pvt. Ltd., New Delhi, Copyright © 2008
Websites:-
1. www.google.com
2. www.Wikipedia.com
3. www.vodafone.com

65
ANNEXURE
QUESTIONNAIRE
Questionnaire on Consumer Buying Behavior For new mobile connection (A study for Vodafone
Nagpur region).
Dear respondents,
My name is Ankit Dhanraj Chordiya and I am pursuing my MBA course. As part of the
curriculum, I am required to do a research on Consumer Buying Behavior in telecom sector. I
need to ask some questions in this regard, and in the process I would be taking some of your
valuable time. All information provided by you shall be used for academic purpose only.
1. Age
 15-25
 26-35
 36-45
 Above 46
2. Gender
( ) Male ( ) Female
3. Occupation
 Student
 Working
 Businessman
 Other

66
4. Do you have mobile connection?
 Yes
 No
5. Which company’s connection do you have?
 Vodafone
 Idea
 Airtel
 Tata docomo
 Reliance
 BSNL
 Uninor
 Other
6. From which source you get information about Vodafone?
( ) family ( ) friends ( ) advertisement
( ) sales person ( ) retailer ( ) other
7. How you analyze the mobile service provider?
( ) call rates ( ) network coverage
( ) internet speed ( ) value added services
( ) Brand Name ( ) other
8. Do you like to switch to another brand with additional features?
 Yes
 No

67
9. Which factor affects you to go for switching the brand?
( ) poor network coverage ( ) high call rates
( ) frequent network problem ( ) family influences
( ) family influences ( ) friend influences
( ) others
10. Scale the factors which would influence your purchasing decision (rate from
1 to 5, 1 being least and 5 being the highest)
1 2 3 4 5
Brand Name
Call rates
Internet speed
Network
Customer care services
Value added services
SMS packs
3G and 2G packs
Availability of
Recharges at retail
stores
11. Do you think Vodafone is good service provider?
( ) Yes ( ) No
12. From how many months you are using Vodafone?
( ) from 6 months ( ) from 12 months
( ) from 12 months ( ) more than 18 months

68
13. Which factor influenced you to buy service of Vodafone?
( ) Network coverage ( ) Internet Data call rates ( ) call rates
( ) customer care ( ) value added services
14. Rate the following services of Vodafone?
( 5 being the highest and 1 being lowest )
1 2 3 4 5
Network
Call rates
Value added services
Internet
Sms packs
Customer care service

consumer buying behavior for new mobile connection

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