A Project report based on

CONSUMER BEHAVIOUR & PERCEPTION IN

VODAFONE

Submitted To
The University of Rajasthan
In partial fulfillment

of paper-6 for award of B.B.A degree

In Partial Fulfillment of requirement for aware of

Bachelor Of Business Adminstration(BBA) IV Semester 2013-14
Supervised By :Dr.Kumkum Rathore
Assistance Professor of bus. Admn.
University Maharani college

SUBMITTED BY:
ABHAY SINGH RATHORE
BBA SEMESTER IV

2012-2013
University maharani's college, Jaipur
Maharishi Arvind Institute of Science And Management
Jaipur

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Preface:

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Quite frequently these days' people talk of practical knowledge, both in

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academic institutions and outside. At each and 'every aspect in life we

require some sort of theoretical and practical knowledge too.

It means only classroom lecture may not be enough to get the proper

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knowledge either in the business field or social .life.

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Keeping all this in view,

Consumer

behavior

competitive

environment

VODAFONE.i

am

the present report has been written for' the'

& ,perception

in VODAFONE.

and to' study the consumer

grateful

to all those who

have

helped

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I hope i have tried my level best in making this report. '

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highly

behavior toward's, '

successful completion of this report.

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If there is any error, in this report i want to apologies for that.

me in the

Acknowledgement

Behind every achievement lies a sea of gratitude of those who have

extended there support and without whom it would never have come
into existence.

I am thankful to my family for their helping, cooperating, guiding,

advising and encouraging me without which this project would not
have been seen the light of the day.

I wholeheartedly thank to my friends and teachers for their effort in

making this project more presentable.

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,INDEX
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INDUSTRY INTRODUCTION

COMPANY INTRODUctiON

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RESEARCH 'METHODOLO'GY

a.

PROJECT TITLE

b.

OBJECTIVE OF STUDY

c.
d.
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LIMITATIONS OF STUDY

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IMPORTANCE ,OF STUDY

RESEARCH DESIGNE

ANALYSIS & INTERPREtATION

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FINDINGS & SUGGESTION

BIBLIOGRAPHY
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ANNEXURE (QUERTION'NAIRE)
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TELECOM INDUSTRY

In today's fiercely competitive telecom space where customers and businesses enjoy
instant access to' information through 'a wide range of products, Airtel UP East has perched
itself on a leadership position by bringing about a knowledge shift from seller to buyer.
. This massive power shift could occur only because of Airtel UP East's ability to develop
flexible business models and strategies, as weJl as its ability to develop innovative
systems.

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'It' is now a symbol of success, persistence, confidence and stability in the telecom sector,
'. with a habit of hitting the bulls' eye-always. With the ever increasing demands ... '..
. In the communication sector, it .had become imperative to create a platform for to
showcase the wide range of telecom products available to the customer.
,_.

An the telecom-related businesses are moving' in a rhythm. Beetel, the Bharti Teletech
part, has moved towards $500 million last year and could be $1billion in the coming year .

. We have a software company, which has crossed Rs.lOO crore. We will soon decide on
what to do with the BPO because you either be a big player or not be there.
Then we started the agriculture business with Rothschild. The scale up is quite massive.
By 2010, we had predicted $10 billion revenue. It could be $12-13 billion, of which
telecom will form 75 percent.
.

The major telecom players in India are Airtel, Hutch, Reliance, BSNL and Tata, There are
some regional players like Shyam telecommunications, HFCL, Spice etc;

The telecom sector continued to grow with an addition of million wireless subscribers in
April,2007 the total telephone users to 212.02 million and tele-density to 18.14% .The
--- total subscriber base was 206.83 million while tete-density was 18.31 In March. The
industry had added. 3.53 million wireless subscriber base, including GSM, CDMA and
WLL (fixed), is 171.20 at the end of April, 2007.
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In the wire line segment, subscriber.base increased by 0.04 million in April to reach 40.82
million. But compared to the increase in the same period a year ago, there is a slowdown
of 6.69 million, while 74.28 million wireless users have
added in the last one year.

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Total broadband connections in the countryhas reached 2.43 million by the end of April
withan addi~n of 0.13 million connections during the month, compared to 0.09 million
added during March.
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. The telecom .industry is regulating by TRAI (Telecom Regulatory Authority of India) in'
co-ordination with DoT (Department of Telecommunications).

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TRAI (Telecom Regulatory Authority of India) has divided India into following' 23

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circles:

Andhra Pradesh
Assam
Bihar &, Jharkhand .
Chennai
Delhi

Gujarat
Haryana
. Himachal Pradesh
Jammu & Kashmir
. - Kamataka

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Kerala
Madhya Pradesh & Chattisgarh
--.' Maharashtra & Goa
Mumbai
North East
Orissa

PUnjab
Rajasthan
Tamil Nadu
Uttar Pradesh(West)
UP(East)
West Bengal

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INTRODUCTION TO VODAFONE ESSAR

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Vodafone Essar is the Indian subsidiary of Vodafone Group and

commenced operations in 1994 when its predecessor Hutchison
,'Telecom acquired the cellular license for Mumbai. The company
now has operations acrossthe country with over 94', 14'million
, customers.

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Over the years, Vodafone Bssar, 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 Group is the world's leading international mobile

communications corporation. It currently has equity interests in
31 countries across 5 continents and 40 partn~ networks with
over 333 million proportionate customers worldwide. The Essar .
Group is Vodafone' s principal partner in India ..

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The Bssar 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, anti Projects. Essar employs more than 50,000
people across offices in Asia; Africa, Europe and the Americas

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mSTORY OF THE ,COMPANY

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Vodafone was formed in 1984 as a subsidiary of Racal

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Electronics PIc. Then known' as Racal Telecom Limited,'

approximately 20% of the company's capital was offered, to the
, , : public in October' 1988.. It. was, fully 'demerged from," Racal '
Electronics PIc and' became an independent company in
September 1991, at which time it changed its name to Vodafone "

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GroupPlc.
Following its merger with AirTouch Communications, Inc.
CAirTouch'), the company changed its name to Vodafone
AirTouch PIc on 29 June 1999 and, following approval, by' the
shareholders in General Meeting,' reverted to its 'former name,
Vodafone Group PIc, on 28 July 2008

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.About Vodafone Group' PIc'

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British multinational mobile network operator headquartered in

Newbury, Berkshire, United Kingdom. Vodafone is the world's
. _.largest mobile telecoinmunication .network ~om1?any,. based ~n.
revenue; and has a market. value 'Of about' 7l_.2 .billion
(November 2009).
It currently has operations in 31 countries and partner networks
in a further 40 countries. Based on subscribers, it is the world's
.second largest. mobile phone operator behind China Mobile,
with over 427 million subscribers in 31 markets across 5
continents as of 2009 .

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pic (LSE:' VOD, NASDAQ: YOD) is a

the. UK,

its

home

ground, Vodafone has badly

underperformed in the last few years due to brisk change in
administration. It has' slipped from first to third largest telecom
operator generating revenue of 4.9 billion from its 18.7 million
customers in 2008-09.
As of March 31, 2009, the company employs more than79,OOO
.people worldwide. The name Vodafone comes from voice data
{one, chosen by the company to "rerlect the provision or' voice
and' data 'services over mobile phones ". .
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.Vodafone owns 45% of Verizon Wireless, the largest wireless
telecommunications network in the United States,' based on
number of subscribers.

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1983 as Racal
Telecom,
, independent 1991
Newbury, Berkshire, United

Founded

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Headquarters

Kingdom
Worldwide

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Sir John Bond

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. ' Vittorio Colao

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John Buchanan
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Andy Halford

Key people

(CFO) ,
.Mobile telecommunications

Industry

Mobile networks,

Products

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Telecom services, etc.

Revenue

A 41.02 billion (20,08/09i1]

Operating income

5.857 billion (2008/09)fl]

Profit

.~ 3.078 billion (2008/09)[11

I'Ja 15?? .bi~l~o~

(2008/09ilJ

Total assets

... 84.78 billion (2008/09)[1]

~otal equity

79,000 (March - 2009i1]

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Employees

Website

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"VODAFONE PRODUCTS
. Vodafone Postpaid offers: There are various postpaid offers.

are available so that Vodafone subscribers' can choose the one

that fits them like talk' @ 20p with Vodafone Friends Circle,
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Prepaid offers:
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a) Talktime Offers like Chota Recharge, Filmy Recharge, full

talk time offers, etc
Validity Offers like Lifel.ong Prepaid @ 47p

b)

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Bonus Cards like Night Speak Bonus Card 21, Regional

STD @ 50p/min, etc.
d) ,Tariff offers like all STD @ Re 1,etc

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Vodafone Magic Box: Vodafone presents five' handsets with

various features at really affordable prices.

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Blackberry: Presenting the Blackberry smart phone - the

world's most desired integrated communication device. Now
with the Vodafone advantage. Experience all-in-one access to
emails, mobile phone, organizer, and the, Internet. Stay,
connected to your colleagues, customers, friends and family from anywhere, anytime.

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Gulf Calling Cards: With the help of these cards the

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subscriber can call anywhere in the Gulf at just Rs.6.99/min.

Vodafone peo: Vodafone provides world class and hassle

free services to its pea subscribers and it's easy to install and

requires very less maintenance.

International Services:
International ToU Free Services [ITFS]

~ International calls without hefty

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) Useful for encouraging inbound calls

y Call charges borne by receiving party

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a) Home Country Direct,

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Call own country numbers by dialing short digit code and

get connected

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Useful for overseas travellers

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Vodafone Handy phone': Introducing the landline that' s

loaded with all the features of a cell phone - including ,low call
rates. And Vodafone Handy phones aren't that expensive either. '
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Home Calling Cards: Our Prepaid Home Calling Cards

allows international travelers from India to call home whenever

they want, from over 100 countries. Features ofhome calling

cards:
Payement in local currency- Indian Rupees(lNR)
Toll free access across 100+ countries
,. Work across all access point- Fixed lines/Mobiles/Pay phones

World Calling Cards: World Calling Card is a prepaid card

that you 'can use with your Vodafone mobile phone to make
SrD & lSD calls. They even help you keep, a_tab on long- ,
distance 'call expenses. Our Prepaid World Calling Cards allows
our customers to make domestic long distance International
(ISD) and national (STD) calls from the Vodafone network to
anywhere in the world' at economical rates.
Features-

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Economical STDIISD calling upto 30% cheaper than

Mobiles/Pay phoneslFixed line
. Seamless usage across all Vodafone India circles
24*7 Vodafone care-Our customer care support
Balance- validity check available through SMS
.Wide range countries- Locations specific cards
Simultaneous calls by multiple users
High value corporate cards

'. . F:ull talk

value (less. of service ~)..

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LONG DISTANCE BUSINESS SERVICES

Long Distance Network

Our Long Distance Network is a carrier class, IPMPLS 'network
that can support multiple services. Our Long Distance, NGN
Class4 network uses hi-performance soft-switches with high

capacity media gateways for interconnecting to roM networks.

It uses Session Border Controller for VolP interconnects. The
network core and 'edge are based on robust and proven IP..MPLS .
technology. We've spread our Domestic Long Distance Network
across India with 23 POPs across ali teiecom circles .
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Domestic Services:
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Leased lines
50,000 Ian of pan-India Fiber-backbone
25,000 km of DWDM backbone
," .' Dedicated, secure point-to-point Layer 1 circuits'. '

Private and secure' connection between customer locations

Voice: Domestic Voice Transport and Terminati.on

Extensive countrywide network footprint

, ,. High quality termination with consistent ASR / ACD
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Interconnect Arrengements:

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, .. -Interconnects with all access providers

Constant planning and' monitoring of traffic levels and quality

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Robust and extensive signaling platform

Failure proof network configuration with path diversity
.' , Effective handling of IS UP as well, as seep traffic

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.:. Tunes & DownJoads

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~' Vodafone Music Junction

~ Busy Message
~ Ringtones

..' _."~:~Entertainment.
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Amar Chitra Katha

Shaadi.com

~ . Movies

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Music
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Gurbani

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SMS

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.:. Sports

Cricket
Vodafone

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SMS Alerts Jobs

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Vodafone Flash
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Call Conference

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Voicemail

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Call Filter
, Missed Call Alert

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.:.Astrology

. Daily Forecast
Live Astrology
Tarot
Vaastu & Feng

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Shui tips

Portfolio Tracker

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Mobile

Forex & Bullion

banking
, Vodafone Alerts Finance

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> Train schedules'

> Railway bookings

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Flight status
Flight bookings
Jet Wallet

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Cricket

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Dial a bouquet
Live Counseling

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)' Itemised billing My Vodafone bill

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) Help

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) SrD /ISD codes

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Demand is driven by technological innovation and by growth in

'business activity .."ana..'consumer, .spending, The profitability of
individual companies depends' on efficient operations and good
marketiJig ..
Large companies have big economies of scale in providing a
highly automated service to large 'numbers of customers, and
have the financial resources required to build and maintain large
networks.

Smaller companies' can compete effectively in small markets or

. by providing 'specialty services. Due to a large degree of

automation, average revenue per employee is a high at about

$500,000.
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OTHER SERVICES
Mobile Money Transfer Service
In March 2007, Safari COM, which 'is part owned by Vodafone

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and the leading, mobile communication provider in Kenya,

launched a mobile payment solution developed by Vodafone. r
, .... ., M,..PES.Ais aimed a.t mobile customers who do not have, a bank
."

" account, typically because they do not have access to a bank or '
their mcome is insufficient to justify a bank account.

The M~PESA system allows customers to deposit and withdraw

cash via local agents, and transfer money to other mobile phone
users 'via SMS.By February 2008" the M-PESA money transfer
system in Kenya had gained 1.6 million customers and
Vodafone announced that it was to extend the service to
Afghanistan.

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The service here was. launched on the Roshan network under'

the brand M-Palsa with a different focus to the Kenyan service.'
M~Paisa was targeted as a vehicle for microfinance institutions'

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(MFI) loan disbursements and repayments, alongside business to

business app1icat~ons such as salary disbursement.'
The Afghanistan
'announcement

launch was followed in April 2008 by, the

of further a' further launch of IvI-PESA in

Tanzania, ,

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As an operator of money transmission services, Vodafone

became subject to anti-money laundering regulation and in July
2008, it was revealed that it had deployed a sanctions and PEP ..
(politically Exposed Persons)' screening
solution
from
Datanomic for weekly screening of 2.5 million customers in
Tanzania .

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. .Roaming

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National Roaming:

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Roam across all major cities' and towns

without any rentals and at attractive rates.

International Roaming: Make and receive calls and SMS .

while you travel to any major country, at a nominal monthly
rent. To, activate, sms ACT IR to 144(toll free) before you.
leave India.

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'To make a call while roaming abroad, dial *121 * followed by

OQ,thecountry code, the city code the phone number and the #
key. To check your balance while roaming, dial * 141 *.or sms
BAL to 140(toll free) .
GPRS Roaming: Browse the internet, send and receive .MMS
and use other GPRS services while you roam nationally as
well as internationally in over 100 countries.
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24 Hours Vodafone'care

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Happy to help: Whenever you need help we'll be .there ..

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We are happy to help you 24*7

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9828098280 from other phones
}> Email: Vodafonecare.rai@vodafone.com

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Fax us:98280 98285

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name> to' 1 1 1(toll free).

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.Vodafone live:

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Enter a world of fun and information on your Vodafone .

GPRS'1110bile phone. Choose from a range of services like

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News on stock market, sports, tashion, movies, music and

more. You .can also download wallpapers, music
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SWOT ANALYSIS

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Weakness

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Operations in 16 circles covering

86% of the India 's mobile
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Diversified geographical p6rtfoIib
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strong
mobile
telecommunications operations
Leading presence in India
Strategic alliances' with Apple
iPho'ne
Rising customer base
Owns its own towers from the
beginning

US business not nearly as

strong as European/rest of the
. world operations . 80% . of its

business ls generated in Europe

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OPPORTUNITIES
. .' Highly competitive market
Emergence oflow cost brands
Extremely

high

penetration

rates in key European markets

European union reguiation on
cross-border 'cell phone usage,
by customers
Development
of
VOP
communication

Threats

Focus on cost reductions

improving returns
Growth through 3G
Majority stake in Hutchison Essar
in India '
Research and development of new
mobile technologies

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REASERCH METHODOLOGY
Definitions:
1. Research is the systematic investigation to establish facts or collect information on a
pre-decided subject.
2. Methodology is the specification of the system of principles and techniques used in
a particular discipline

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Figure. Research Process

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Research methodology is the way to systematically solve the research problem .

It may be understand as a science of studying how research is done scientifically. In it I
study the various steps that are generally adopted by a researcher in his research
problem along with the logic behind them. It is necessary for the researcher to know not

oriy the research method but also the methodology.

I not only talk off research method but also consider the logic behind the
methods. The use in aonduct of my research study and explain why I am using a

36

particular matter for technique and why I am using others. So those research results are
Capable for being well evaluated by others

RESEARCH DESIGN
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Research design is the -arrangement of conditions for collection & analysis in a manner
that aims to combine relevance to the research purpose with economy in procedure:
Research design involves a general plan of how to go about answering the research
questions set keeping in mind the research objective.

Research Instruments: ..
A complete questionnaire is prepared on the basis of consumer behavior & satisfaction
.with regard to radial types.
The questionnaire was designed keeping the following point I question in mlndi

Is the question required?

Has the respondent experienced the situation desaibed in the question?

Is the question testing the respondent's memory?

Is the respondent likely to remember such information?

Will the respondent part with the information voluntary?

Can a single question be fragmented into small but multiple questions for better
understanding?

Sampling Plan: Sample method: Non-probability sampling (random & stratified)

Sam pl. Size:

Sample size was 100.

A definite plan was drawn up for obtaining a sample from

different areas of educational institute of Jaipur. Thus sample size has been determined

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using a particular method. The availability of resources in terms of infrastructure of field

force. Time and cost was also taken into account.
The process involved breaking up the various types educational institute of Jaipur city.
This division was made in such a way that each one major area of education get place
in the study, be it; technical or professlonal or other area of study. There; by each of
these areas of study sample were drawn randomly or by stratified sampling.

Sample Design: A sample design is a definite plan for obtaining technique or procedure. The researcher

would adopt in selecting items for the sample.

Types of sample design:

Random sampling: - In random sampting, each of the population has a deflnite

reassigned probability of being selected In the sample.

Stratified sampling: - Under stratified sampling the population is divided into

several sub population (strata) that are individually more homogeneous than the
total population & then select items from each stratum to constitute a sample.

Data collecti()n: Since the study. undertaken by me is descriptive research, I have concentrated on
primary data through survey and collection secondary data.

Source of data collectlon:Data is collected from two methods: Primary data: The questionnaire for data collection according to the information

required from the consumers was deSigned. The region undertaken for the research Is
. Jalpur (Raj.). Different areas selected for collection of data through questionnaire and
Interviews

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Secondary data: - Secondary data is collected from books, newspaper, magazine and
websites.

SAMPLING ERRORS:
While interpreting the results I kept in mind the potential errors. Two sources of
errors are random sampling error, which arises due to the fact that the sample may not
be a true representative of the population, and non-sampling error which comes up
because of faulty coding, untruthful responses, respondent fatigue etc.

LIMITATIONS IN RESEARCH:
All research papers have its own limitations in terms of methodology and the
resources available for its conduct. This study is no exception to it and has been carried
under following limitation:.:. Some of the respondents were not forthcoming with information as they thought it
to be a waste of time
:. A number of respondents were biased towards a particular brand, which was
giving them better returns .
:. Some of the respondents were not available so, contacted person was not abfe
to present a fair view .

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Respondenfs lack of Ume to give information and their casual attitude was a big
hindrance in the study.

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Area covered: Jaipur city

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30% 'of prepaid customer use Vodafone due to good Coverage
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monthly recharge' coupons. Remaining 12% postpaid users
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There are 76% VODAFONE customers who are ready 'to .

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regarding their Vodafone. connection. to the company.
Under this 23%, 11% prepaid users have complained and
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from the company and' among the .12% postpaid customers
who lodged their complain, only 7% got their problem
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Through this research we ,found thatmostly the

customers are dissatisfied with their handset because 'they
were getting no clarity in voice, breaking of service while
talking.
Many customers complained of improper deduction of
balance from the Vodafone account and in many cases the'
, amount was not refunded. This led to dissatisfaction among
the customers

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samples have asked to improve these two services as they
have to face a lot-many problems due to-lowconnectivity and .
coverage. if the company improves these two facilities then it .
will get huge success in the Jaipur city .

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Mostly the customers face the problem of. customer care

connection. Through this problem of connectivity customer
gets dissatisfied as he/she wants different information about
the different schemes and also to complain about their'
problems to the company. Because of poor customer care
connectivity the customers are very much dissatisfied. So the
company should improve this facility for the customers and
get loyalty from them.
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The customers who called in the customer care department .
always found it engaged. This led to dissatisfaction among
the customers. This may be due to less number of people in
the customer care department. This problem can be solved by
employing more staff. .
e Many customers complained of i1.11fH vper deduction of balance
from their Vodafone .account and in many cases the amount
.was not refunded. This led to dissatisfaction among the
customers. The company should inform. the customer after
receiving any subscription demand and should give him/her
subscription only after a confirmation message is received.

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This may avoid improper deduction of balance from the

customer's account.
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Company should also increase its advertisement activities and
sales promotion activities. This will help in increasing the
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customers to take a Vodafone connecti OD and at the same
time motivate the existing subscriber to continue their

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the latest schemes launched by the company.

Company should give the information about the different
schemes which are launched in the market through messages
to their existing customers but this should be done only when
the customer demands such information .
Company should issue recharge coupons of low rates for the
. monthly users of prepaid connections. Because of high rates
of recharge coupons the monthly customers are dissatisfied.
The company should launch monthly recharge uf200/- and
150/- instead of 345/- because its competitors are providing
monthly recharge at lower rates.

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offer 1110recoloured handsets iu lh~ market, it will also lead '
to more competition in the market which in turn will help the
customer in getting a better product at a better price .:

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The company should provide its customers with new .and

innovative services such as:

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Work oriented programmes and seminars should be organized

for the lower staff in order to make them respond promptly
and sincerely to the grievances of the customers, . .

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... . to improve its services in real terms and the .company may be,
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ableto add new customers to its customerbase and to retain

the existing customers and to gain their loyalty. '

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LIMITATIONS OF THE STUDY

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population of the city like Jaipuras Vodafone has '.'
thousands of customers in the city. So hundred customers
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fill the questionnaire and so they were not cooperative
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BIBLIOGRAPHY
WEBSITES' REFERRED :-

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www.vodafone.in

www.google.com
www.yahoo.com
www.wikipedia.org
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BOOKS REFERRED :

Marketing Management

- Philip, Kotter

Marketing Management - Anti Mehta Kothari

Guidance from the facu'lty of the college

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QUESTIONAIRE
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