Docstoc
EXCLUSIVE OFFER FOR DOCSTOC USERS
Try the all-new QuickBooks Online for FREE.  No credit card required.

STUDY ON CONSUMER BEHAVIOUR _ Vodafone PROJECT REPORT

Document Sample
STUDY ON CONSUMER BEHAVIOUR _ Vodafone PROJECT REPORT Powered By Docstoc
					STUDY ON CONSUMER BEHAVIOUR

                           EXECUTIVE SUMMERY

The study is oriented towards the consumer behavior of the existing and new

Vodafone subscribers and the study focuses on the pre-paid services which have been

offered by the company.



The study was conducted to gauge into the consumer’s mind and understand the

various consumption related aspects of individuals. The study of consumer behavior

will help to know the psychological, social and physical behavior of all potential

consumers as they become aware of evaluate, purchase, consume and tell others about

products and services.



The objectives of the study is to understand behavioral pattern of potential customer,

consumer perception, brand awareness, buying motives and their expectations and

satisfaction level to delight them.



Information is collected from different sources. The primary information is obtained

by interviewing the customers with the help of questionnaire. The secondary data is

collected from company records, through the help of external guide and also through

the visit of website of the company “www.vodafone.com”.



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

The questionnaire is analyzed with the help of tables and charts. Which may helps to

know about consumer perception, awareness and satisfaction level of the consumer

etc.


                                                                                1
                                BABASAB PATIL
STUDY ON CONSUMER BEHAVIOUR

Lastly the findings indicate that most of them are satisfied with the products and

services and suggestion to be implemented regarding, network, providing subsidized

rates for calling and messaging etc .Keeping the above factors and consideration we

arrive to suitable conclusion that trends in mobile segment is and its growth is

tremendous. If the demand is rising in the same pace then the company should be able

to provide innovative products and value added services to the subscribers.



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

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




                                                                                2
                               BABASAB PATIL
STUDY ON CONSUMER BEHAVIOUR

GENERAL INTRODUCTION

Definition of Consumer Behavior: Consumer behavior has been referred to as “all

the psychological, social and physical behavior of all potential consumers as they

become aware of, evaluate, purchase, consume and tell others about products and

services”

All the firms have started considering ‘customer’ as the king or ‘queen’. Interestingly,

after the liberalization of India’ economy, the market place is flooded with many new

players including the host of MNCs resulting in then availability of more number of

brands in every segment of the market. On account of this consumer has started being

choosy about what to buy. Thus all firms are becoming not only customer focused but

are also trying to build relationship with them. This is done by continuously updating

knowledge, information, and understanding of the customer needs perceptions, and

expectations.



Concepts:

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

       become better than their competitors.

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

       perceptions and acceptance of their various informational and environmental

       cues and thus plan their marketing programs or strategies accordingly.

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

       satisfaction level.




                                                                                 3
                               BABASAB PATIL
STUDY ON CONSUMER BEHAVIOUR

INDUSTRY PROFILE:

INDIAN TELECOM INDUSTRY

The Cellular Operators Association of India (COAI) was constituted in 1995 as a

registered, non-profit, non-governmental society dedicated to the advancement of

communication, particularly modern communication through Cellular Mobile

Telephone Services. With a vision to establish and sustain a world-class cellular

infrastructure and facilitate affordable mobile communication services in India,

COAI’ main objectives are to protect the common & collective interests of its

members.

The telecom industry is governed under National Telecom Policy -1999

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

SMS service started in the year 2000. India presently follows a CPP model, whereby

calling party pays. Incoming calls were made free since April 1, 2002 and that has

substantially boosted the subscriber growth rate. In India GPRS is widely offered by

major operators. BPL was the first operator to launch GPRS in India, followed by

Airtel, Hutch and Idea.

The Indian Telecommunications industry is divided into four Service segments:

•Basic Services (Conventional Fixed line + CDMA Fixed line)
•Mobile (GSM + CDMA)
•National Long Distance (NLD) or Subscriber Trunk Dialing (STD)
•International Long Distance (ILD)
•ILD – Voice over internet (VoIP)
The entire country is divided into Telecom License Zones known as “Circles”.
Licenses are awarded to the operators as per the circles, not as per the states.
Each circle requires a different license.




                                                                                   4
                                BABASAB PATIL
STUDY ON CONSUMER BEHAVIOUR

OUT LOOK

The recent tariff cuts announced by various telecom operators would affect he bottom

line of these companies. The companies that are unequipped to match up with the

competition and does not have economies of scale would loose out in this race.

Smaller players might find difficult to be in the business and may merge with big

players leading to consolidation in the industry. Hike in foreign direct investment

(FDI) from 49% to 74% had hit roadblock due to political indifference and security

concerns expressed by intelligence bureau. This would block cross border mergers in

coming periods.




                                                                              5
                              BABASAB PATIL
STUDY ON CONSUMER BEHAVIOUR

COMPANY PROFILE
About Vodafone Essar Limited

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

operations in 1994 when its predecessor Hutchison Telecom acquired the cellular

license for Mumbai. Vodafone Essar now has operations in 16 circles covering 86%

of India’s mobile customer base, with over 34.1 million customers*.

Over the years, Vodafone Essar, under the Hutch brand, has been named the 'Most

Respected Telecom Company', the 'Best Mobile Service in the country' and the 'Most

Creative and Most Effective Advertiser of the Year'. Vodafone is the world's leading

international mobile communications company. It now has operations in 25 countries

across 5 continents and 40 partner networks with over 200 million customers

worldwide. Vodafone has partnered with the Essar Group as its principal joint venture

partner for the Indian market.

The Essar Group is a diversified business corporation with interests spanning the

manufacturing and service sectors like Steel, Energy, Power, Communications,

Shipping & Logistics and Construction. The Group has an asset base of over Rs.400

billion (US$ 10 billion) and employs over 20,000 people.

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




                                                                               6
                                 BABASAB PATIL
STUDY ON CONSUMER BEHAVIOUR

Hutch is now Vodafone 19 September 2007

September 19, 2007: Vodafone, the world’s leading international mobile

communications company, has fully arrived in India. Vodafone Essar announced that

“the Vodafone brand will be launched in India from 21st September onwards”.

Vodafone, the world’s leading mobile telecommunication company, completed the

acquisition of Hutchison Essar in May 2007 and the company was formally renamed

Vodafone Essar in July 2007. "This transition is probably the largest brand change

ever undertaken in this country and arguably as big as any in the world. It is even

larger than thier previous brand transitions as it touched over 35 million customers,

across 400,000 shops and thousands of our own and our business associates'

employees."



THE TOP MANAGEMENT

Asim Ghosh, Managing Director, Vodafone Essar

Harit Nagpal, Marketing and New Business Director, Vodafone Essar

Samuel Selvakumar, Chief Executive Officer, Vodafone Essar



The Vodafone mission is to be the communications leader in an increasingly

connected world – enriching customers’ lives, helping individuals, businesses and

communities is more connected by delivering their total communication needs.

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

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




                                                                               7
                                BABASAB PATIL
STUDY ON CONSUMER BEHAVIOUR

SERVICE PROFILE

The name Vodafone comes from “Voice data fone” chosen by the company to reflect

the provision of voice and data over mobile phones.



Vodafone services are –

        TUNES AND DOWNLOADS                         DEVOTIONAL

        SPORTS AND TRAVEL                           ASTROLOGY

        NEWS AND UPDATES                            MAIL, MESSAGE, etc

        FINANCE                                     ENTERTAINMENT

        CALL MANAGMT SERVICES                       BILL INFO


Vodafone products are-


         POST-PAID


         PRE-PAID


         WORLD CALLING CARDS


         HOME CALLING CARDS


         VODAFONE -HANDY PHONES


         VODAFONE- PCO




                                                                           8
                              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.




                                                                              9
                                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.




                                                                              10
                             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,

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.




                                                                                 11
                                BABASAB PATIL
STUDY ON CONSUMER BEHAVIOUR

RESEARCH METHODOLOGY:

SOURCES OF DATA:

Data, facts, figures, other relevant material of past and present and surveying are the

basis for study and analysis. Without an analysis of factual data no specific inferences

can be drawn on the questions under study. Inferences based on imagination or

guesses cannot provide correct answer to research questions. The relevance adequacy

and reliability of data determine the quality of the findings of a study.

For the purpose of the present study, data from two sources has been collected,

namely primary data and secondary data.

PRIMARY DATA:

Primary data is source from which the researcher collects the data. It is a first hand

data, which is used directly for the analysis purposes. Primary data always gives the

researcher a fairer picture. In the present study primary data has been collected using

questionnaires. For the purpose of collecting the same, 100 respondents have been

randomly selected. Even the response of the respondents was taken into consideration.

In this 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.




                                                                                     12
                                 BABASAB PATIL
STUDY ON CONSUMER BEHAVIOUR

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.

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’.




                                                                                    13
                                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.




                                                                                14
                              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.

Descriptive research is used for the following data.

Consumer profile study.

Consumer behavior study.




                                                                                   15
                                BABASAB PATIL
STUDY ON CONSUMER BEHAVIOUR

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.




                                                                              16
                                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.

      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.




                                                                                  17
                                BABASAB PATIL
STUDY ON CONSUMER BEHAVIOUR


DATA ANALYSIS AND INTERPRETATION
Data analysis and interpretation about the research is carried out by using tables and

Charts like pie charts and bar charts etc.



“PROFILE OF THE RESPONDENTS OF NEW VODAFONE SUBSCRIBERS”


TABLE 1

Profile of the respondents based on Gender.

       GENDER                  NO OF RESPONDENTS                  PERCENTAGE
           Male                              45                         90%
          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.




                                                                                  18
                                BABASAB PATIL
STUDY ON CONSUMER BEHAVIOUR

Graph-1

PROFILE BASED ON GENDER.




                                    19
                    BABASAB PATIL
STUDY ON CONSUMER BEHAVIOUR

TABLE 2

Profile of the respondents based on age group.

      AGE GROUP                NO OF RESPONDENTS                PERCENTAGE

          <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.




                                                                               20
                               BABASAB PATIL
STUDY ON CONSUMER BEHAVIOUR

Graph-2

PROFILE BASED ON AGE-GROUP




                                    21
                    BABASAB PATIL
STUDY ON CONSUMER BEHAVIOUR

TABLE 3

Profile of the respondents based on Occupation.

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.




                                                                                  22
                                  BABASAB PATIL
STUDY ON CONSUMER BEHAVIOUR

Graph-3

PROFILE BASED ON OCCUPATION.




                                    23
                    BABASAB PATIL
STUDY ON CONSUMER BEHAVIOUR

TABLE 4

Profile of the respondents based on Brand-sequence.

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.




                                                                                 24
                               BABASAB PATIL
STUDY ON CONSUMER BEHAVIOUR

Graph-4

PROFILE BASED ON Brand-Sequencing.




                                       25
                       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.




                                                                                  26
                                BABASAB PATIL
STUDY ON CONSUMER BEHAVIOUR

Graph-5

RESPONDENTS- BRAND SWITCHING PROFILE.




                                        27
                    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.




                                                                                 28
                               BABASAB PATIL
STUDY ON CONSUMER BEHAVIOUR

Graph-6

RESPONDENTS- BRAND SWITCHED PROFILE.




                                       29
                    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




                                                                                  30
                                BABASAB PATIL
STUDY ON CONSUMER BEHAVIOUR

Graph-7

RESPONDENTS PROFILE BASED ON SERVICE FEATURES.




                                                 31
                    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.




                                                                               32
                                BABASAB PATIL
STUDY ON CONSUMER BEHAVIOUR

Graph-8

PROFILE BASED ON GENDER.




                                    33
                    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.




                                                                                  34
                               BABASAB PATIL
STUDY ON CONSUMER BEHAVIOUR

Graph-9

PROFILE BASED ON AGE-GROUP




                                    35
                    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.




                                                                                  36
                                BABASAB PATIL
STUDY ON CONSUMER BEHAVIOUR

Graph-10

PROFILE BASED ON OCCUPATION.




                                    37
                    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.




                                                                                  38
                               BABASAB PATIL
STUDY ON CONSUMER BEHAVIOUR


Graph-11

RESPONDENTS- BRAND SWITCHING PROFILE.




                                        39
                    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 .




                                                                                 40
                               BABASAB PATIL
STUDY ON CONSUMER BEHAVIOUR

Graph-12

RESPONDENTS- BRAND SWITCHED PROFILE.




                                       41
                    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.




                                                                           42
                               BABASAB PATIL
STUDY ON CONSUMER BEHAVIOUR

Graph-13

PROFILE OF RESPONDENTS USAGE OF VALUE ADDED
SERVICES.




                                              43
                   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.




                                                                                44
                               BABASAB PATIL
STUDY ON CONSUMER BEHAVIOUR

Graph-14

PROFILE OF RESPONDENTS AWARENESS ABOUT VODAFONE

PRODUCTS




                                                  45
                   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




                                                                       46
                              BABASAB PATIL
STUDY ON CONSUMER BEHAVIOUR

Graph-15

USER SATISFACTION LEVEL




                                   47
                   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.




                                                                                48
                               BABASAB PATIL
STUDY ON CONSUMER BEHAVIOUR

Graph-16

PROFILE OF THE RESPONDENTS BASED ON OVERALL
RATING




                                              49
                   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:

      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.




                                                                                50
                              BABASAB PATIL
STUDY ON CONSUMER BEHAVIOUR

SUGESTIONS, FOR IMPROVEMENT OF VODAFONE SERVICES.


     Vodafone is providing very good service to its customers and it is one of the

      best service providers for telecommunication, it has to make use of its

      resources optimally.

     In addition to implementing the suggestions given by customers, Vodafone

      should follow the following steps to maximize profits, by means of customer

      satisfaction in an effective manner.

     Respondents suggest that overall service is not satisfactory and not meeting

      the customer expectations or satisfaction level.

     Network is the main factor for customer dissatisfaction, majority of the

      respondents suggested to increase the number of towers ,widen the coverage to

      villages and network congestion.

     The tariffs have to be consistent for quite some time in order to avoid the

      confusion among subscribers.

     More quickly accessible contact numbers for customer care (increase no of

      lines) 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.



                                                                              51
                              BABASAB PATIL
STUDY ON CONSUMER BEHAVIOUR

CONCLUSION:

Going mobile is the craze today!!

Now buying mobile is not a rich man’s possession any more. The mobile industry is

on whopping high. With various technologies creeping in every day you always are

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.

The company should have exciting offers with the service they provide




                                                                                 52
                                BABASAB PATIL
STUDY ON CONSUMER BEHAVIOUR

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, 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




                                                                              53
                              BABASAB PATIL
STUDY ON CONSUMER BEHAVIOUR

CIRCLE GROWTH
Circle Definition: in India areas classified on the basis of subscriber and revenue
potential, Where Metro circle has the highest potential and C circle has the lowest
• Entire Nation is divided into 4 circles– Metros, A, B & C
Metro circle – Delhi, Mumbai, Kolkata & Chennai
A Circle: States of Maharshtra, Gujarat,Andhra, Karnataka & Tamilnadu
B Circle: States of Kerala, Punjab, Haryana, Uttar Pradesh, Rajasthan & Madhya
Pradesh
C Circle: States of Himachal, Bihar, Orissa, Assam, Kashmir and North East States
      In circle wise growth “C” circles continuous to be the fastest growing circle due
to its low base. In “C” circle Reliance and BSNL are the major operators. Reliance is
depending on CDMA Technology for its growth. BSNL depends on GSM technology
in this circle. Circle “A” accounts for highest share of 37% and grew by 5.1%.Growth
in “A” circle is lead by Karnataka and Tamilnadu which grew 7.9% and 8.7%.




                                                                                 54
                               BABASAB PATIL
STUDY ON CONSUMER BEHAVIOUR

VAS AWARENESS IN INDIA




                                     55
                     BABASAB PATIL
             STUDY ON CONSUMER BEHAVIOUR

             EVOLUTION OF COMMUNICATIONS IN INDIA
  .




                                                                                     EDGE
                                                                       CDMA
Technology




                                                        WI-FI

                                                        GPRS

                                                     BROADBAND
                                          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




                                                                                        56
                                          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



                                                                                 57
                                 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




                                                 58
                                 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




                                                            59
                        BABASAB PATIL

				
DOCUMENT INFO
Shared By:
Categories:
Tags:
Stats:
views:225
posted:9/1/2012
language:English
pages:59