PROJECT ON

CONSUMER BEHAVIOUR
SUBMITTED TO: SUBMITTED BY:
SAGAR KHATRI
ANKITA TEJEE
AAYUSH BHALLA
PRIYANK MESSEY
SWAPNIL ARORA
DEBOSMITA DUTTA
SAKSHI SURI
 Acknowledgment

We are thankful to many people who helped and supported us in the

completion of this project on Consumer Behavior on Vodafone Essar.

Our first vote of thanks would be to our faculty, Mr. Jones Mathews for
guiding and rectifying various mistakes that we committed during the
project with great attention and care. Without his guidance we would be lost
in the depth of the subject and found it difficult to streamline our
applications of the subject on this project.

We would also take this opportunity to thank our Institute and all its facilities
without which the project would have been a distant reality. We also extend
our appreciation to our family and our classmates.
STAGE 1 OF THE PROJECT

Report

NEED FOR UNIQUENESS

Consumers acquire and display material possessions for the purpose of feeling
differentiated from other people and, thus, are targeted with a variety of marketing
stimuli that attempt to enhance self-perceptions of uniqueness. Because the pursuit of
differentness (or counter conformity motivation) varies across individuals to influence
consumer responses, we develop and validate a trait measure of consumers' need for
uniqueness. Consumers' need for uniqueness is defined as an individual's pursuit of
differentness relative to others that is achieved through the acquisition,utilization and
disposition of consumer goods for the purpose of developing and enhancing one's
personal and social identity.Consumers today have come to regard their possessions as
part of themselves and their identity.To a large degree, they define themselves by what
they have and possess. This continual consumption and acquisition of material
possessions attempts to differentiate consumers from others in an effort to develop a
distinctive self and social image.

Consumer’s Need for Uniqueness Theory

The theory of consumers‟ need for uniqueness explains how an individual‟ s need for
uniqueness can influence brand responses and the need to be different from others
through the pursuit of material goods. It is logical to speculate that different people
exhibit varying degrees of need for uniqueness in similar circumstances and this can
have a significant impact on their purchase decisions. Individuals with a high need for
uniqueness tend to adopt new products and brands quicker which is pertinent to the
fashion industry where trends and styles are ever changing.
This need for uniqueness can be demonstrated in three types of consumer behavior:

(1) Creative choice counter-conformity, the search for social differentness through the
consumption of products that is acceptable to others.

(2) Unpopular choice counter-conformity, where consumers willingly risk social

disapproval to establish their uniqueness by consuming products considered outside
group norms and

(3) Avoidance of similarity, which refers to the consumers’ avoidance of mainstream

products and the tendency to favor products or brands that are unpopular or not likely to
become popular.

PROBLEM DEFINITION

This study evaluates how status consumption and consumers‟ need for uniqueness
influence brand perceptions of a well established luxury “UCB” brand and if these lead
to purchase intention. This integrates earlier research from two academic areas that
examine consumer’s need for uniqueness.

First, there is considerable research in psychology on how consumers use

possessions to define identity.

Second, to examine how a variety of factors influence the consumption of certain

products and brands. Studies show that status seeking consumers are
concerned with their peers and use brands to convey this message.
OBJECTIVE OF STUDY

Our objectives of carrying out this project report are as follows:

To analyze the future needs and aspirations of customers from thr brand.

To verify the satisfaction level of customers using the brand.

To focus the interest, likings and disliking of customers.

To find out measures to improve the overall performance.

RESEARCH METHODOLOGY

This research project is an outcome of primary research carried by us based on

interview, filling of questionaire and survey.

HOW THE RESEARCH WAS CONDUCTED?

The research was conducted by distributing the questionnaire to the respondents in

UCB store and requesting them to fill it completely in exchange of a delicacy. As the
questionnaire was quite

lengthy therefore some people didn’t turn up positively to our request but since the
sample size is not too large hence we made it possible to get it filled by 30 respondents.
The process of getting the questionnaire filled is time-consuming. But with the
cooperation of respondents we made our task successfully done.
STAGE 2 OF THE PROJECT

CUSTOMER SATISFACTION

Customer satisfaction is a measure of how products and services supplied by a

company meet or surpass customer expectation. Customer satisfaction is defined as
"the number of customers, or percentage of total customers, whose reported experience
with a firm, its products, or its services (ratings) exceeds specified satisfaction goals.

What constitutes Satisfaction?

We cannot create customer satisfaction just by meeting customer's requirements fully

because these HAVE to be met in any case. However falling short is certain to create
dissatisfaction.

Major attributes of customer satisfaction can be summarized as:

1. Product Quality

2. Product Packaging

3. Keeping delivery commitments

4. Price

5. Responsiveness and ability to resolve complaints

6. Overall communication, accessibility and attitude.

CUSTOMER SATISFACTION INDEX

The Customer Satisfaction Index represents the overall satisfaction level of that
customer as one number, usually as a percentage. Plotting this Satisfaction Index of the
customer against a time scale shows exactly how well the supplier is accomplishing the
task of customer satisfaction over a period of time. Since the survey feedback comes
from many respondents in one organization, the bias due to individual perception needs
to be accounted for. This can be achieved by calculating the Satisfaction Index using an
importance weighting based on an average of the weightings assigned to each
parameter by the respondent.

Introduction

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 2008). 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 2010 Vodafone had an estimated 260 million customers in 25 markets across 5

continents. On this 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.

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.
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.

VODAFONE ESSAR

Introduction:

Vodafone Essar, previously Hutchison Essar is a cellular operator in India that covers
21 telecom circles in India. Despite the official name being Vodafone Essar, its products
are simply branded Vodafone. It offers both prepaid and postpaid GSM cellular p hone
coverage throughout India and is especially strong in the major metros.

Vodafone Essar provides 2G services based on 900 MHz and 1800 MHz digital GSM
technology, offering voice and data services in 22 of the country's 23 licence areas.

Customer Satisfaction

Measuring customer satisfaction

Organizations are increasingly interested in retaining existing customers while targeting

non-customers; measuring customer satisfaction provides an indication of how
successful the organization is at providing products and/or services to the marketplace.

Customer satisfaction is an ambiguous and abstract concept and the actual

manifestation of the state of satisfaction will vary from person to person and
product/service to product/service. The state of satisfaction depends on a number of
both psychological and physical variables which correlate with satisfaction behaviors
such as return and recommend rate. The level of satisfaction can also vary depending
on other options the customer may have and other products against which the customer
can compare the organization's products.

Because satisfaction is basically a psychological state, care should be taken in the effort
of quantitative measurement, although a large quantity of research in this area has
recently been developed. Work done by Berry, Brodeur between 1990 and 1998 defined
ten 'Quality Values' which influence satisfaction behavior, further expanded by Berry in
2002 and known as the ten domains of satisfaction. These ten domains of satisfaction
include: Quality, Value, Timeliness, Efficiency, Ease of Access, Environment, Inter-
departmental Teamwork, Front line Service Behaviors, Commitment to the Customer
and Innovation. These factors are emphasized for continuous improvement and
organizational change measurement and are most often utilized to develop the
architecture for satisfaction measurement as an integrated model. Work done by
Parasuraman, Zeithaml and Berry between 1985 and 1988 provides the basis for the
measurement of customer satisfaction with a service by using the gap between the
customer's expectation of performance and their perceived experience of performance.
This provides the measurer with a satisfaction "gap" which is objective and quantitative
in nature. Work done by Cronin and Taylor propose the "confirmation/disconfirmation"
theory of combining the "gap" described by Parasuraman, Zeithaml and Berry as two
different measures (perception and expectation of performance) into a single
measurement of performance according to expectation. According to Garbrand,
customer satisfaction equals perception of performance divided by expectation of
performance.

The usual measures of customer satisfaction involve a survey with a set of statements
using a Likert Technique or scale. The customer is asked to evaluate each statement
and in term of their perception and expectation of performance of the organization being
measured.
SWOT ANALYSIS

SWOT Analysis is a strategic planning method used to evaluate the Strengths,

Weaknesses, Opportunities, and Threats involved in a project or in a business venture. It
involves specifying the objective of the business venture or project and identifying the internal
and external factors that are favorable and unfavorable to achieving that objective. The technique
is credited to Albert Humphrey, who led a research project at Stanford University in the 1960s
and 1970s using data from Fortune 500 companies.

Strengths Weaknesses

Internal Leadership Position Centralized Control – Low

Flexibility
Global Brand Strength
High Consumer churn
High Geographical reach
rates

Opportunities Threats
Expanding marketing Increased Competition
boundaries
Market saturation in
External
Growth through 3G Europe

Strategic Alliances Emergencies of Low cost

Brands
RESEARCH METHODOLOGY

Introduction:

“Marketing research means the systematic gathering, recording, analyzing of data about
problems relating to the marketing of goods and services”

Marketing research has proved an essential tool to make all the need of marketing
management. Marketing research therefore is the scientific process of gathering and
analyzing of marketing information to meet the needs of marketing management. But
gathering of observation is must be systematic. The systematic conduct of research
requires:

 Orderliness, in which the measurements are accurate.

 Impartiality in analysis and interpretation.

All of research can be categorized into basic and applied.

1. BASIC RESEARCH: - Basic Research is that intended to expand the body of

knowledge for the use of others.

2. APPLIED RESEARCH: - Applied Research is one, which is carried out to find

the solution for a particular problem or for guiding a specific decision. It is usually
private in nature.

The research on Vodafone is carried on for guiding specific decisions and its results are
useful only to Vodafone for taking particular decision regarding product quality, staff and
security. Hence the nature of our research study is “APPLIED RESEARCH”.
Objective of Study:
Following are the main objective to study about the customer satisfaction on Vodafone.

 To study customer satisfaction of Vodafone.

 To study various Marketing activities provided by Vodafone.

 To know the expectation of Vodafone Customers.

Benefits of study:
There are many benefits related to take this study. Some of the benefits of taking this
study are as follows:

 By analyzing this information, the company would be able to better design

schemes & services & target right prospects’ needs & wants.
 More people will get aware about Vodafone that will increase profit level of
Vodafone.

 This study helps to identify the behavior of consumer when there are no offers &
schemes from Vodafone.

1) Problem Identification (Implications of pilot study)

The first and the most important step of marketing research is properly defining the
problem. In order to identify the research problem two categories of problem should be
carefully noticed.This was done through a pilot study to know on which parameters the
satisfaction of the brand depended.

Here the researcher’s problems are:-

 A number of customers are not satisfied with services, new schemes and
offers.

 A number of customers are not satisfied with the network coverage.

 A number of customers are not satisfied with the current call rates of Vodafone.
  A number of customers are not satisfied with the Free SMS schemes.

 A number of customers are not satisfied with the service of customer care of
Vodafone.

2) Research design:

Research design indicates the methods and procedure of conducting research study.
The Research Design is: Descriptive Research Design.

3) Data Collection and Sampling:

The Research has used primary data for the core purpose of the project and this
primary data has been gathered by survey method. The research has also used
secondary data

A) Data collection Tools:

To conduct a survey, we have selected a structured questionnaire as an instruction

for gathering valuable information from the customers. Questionnaire, which is used for
the survey, is consisting of questions and checklist questions to check the customer
feedback.

B) Sampling Plan:

For this purpose we have used non probability convenience sampling.

Sample Size:

Sample size means limited numbers of respondents covered under the research study
from a population and we have taken a survey of 100 respondents to know the
satisfaction level of customer.
 DATA ANALYSIS AND INTERPRETATION

Q1) Do you have a mobile phone?

Suggestions Yes No

No. of respondents 95 5

Purpose:

The main purpose of this question is to know how many respondents use mobile phone.

Interpretation:

93% of the respondents are have a mobile phone while 7% of the respondents do not
have a mobile phone.
 Q2) Are you aware about
telecommunications services?

Suggestions Yes No

No. of respondents 93 7

Purpose:

The main purpose behind this question is to know about the awareness of respondents
regarding different telecommunications services and also to know about which
telecommunication(operator’s) service they use.

Interpretation:

95% of the respondents are aware about telecommunications services while 5% are not
aware.
Which operator’s service do you use?

Operator’s service name No. of respondents

Vodafone 87

Airtel 29

Idea 17

Reliance 21

BSNL 5

Tata Indicom 3

Interpretation:

Major respondents using mobile are enjoying Vodafone services. 16% of the
respondents use Airtel, 6% respondents use Idea while 12%, 4% and 2% respondents
use Reliance, BSNL and Tata Indicom respectively.
Q3) Are you aware about Vodafone?

Purpose:

The purpose behind this question is to know about the awareness of Vodafone among
all the respondents.

Suggestions Yes No

No. of respondents 87 0

Interpretation:

Here 100% of respondents are aware about Vodafone Services.

Q4) From which source you came to know about Vodafone?

Sources No. of respondents

Advertisements 63

Hoardings 52

Newspapers 35

Mouth Publicity 26
Purpose:

The purpose behind this question is to know from which source the respondents came
to know about Vodafone.

Interpretation:

36% of the respondents are aware about Vodafone through Advertisements, 29% are
aware because of Hoardings while 20% and 15% of the respondents are aware
because of Newspapers and Mouth Publicity respectively.
Q5) Since how long you are using Vodafone Services?

Time period No. of respondents

Less than 1 month 12

2-6 months 19

6-12 months 22

More than 1 year 34

Purpose:

The purpose behind this question is to know about the usage time of Vodafone
customers i.e. since how long they are using Vodafone services.

Interpretation:

Major Respondents using Vodafone are old customers. 39% of the respondents use
Vodafone services from past more than 1 year while the lowest is 14% respondents
using Vodafone services less than 1 month.
Q6) Which of the following services do you use of Vodafone?

Purpose:

The purpose behind this question is to know which services do the Vodafone customer
use, Pre-Paid or Post-Paid.

Services No. of respondents

Pre-Paid 73

Post-paid 14

Interpretation:

84% of the respondents use pre-paid services while only 16% of the respondents use
post-paid services.
 Q7) Which services are more helpful to you while using Vodafone Services?

Purpose:

The purpose behind this question is to know which services are more helpful to the
respondent while using Vodafone.

Services No. of respondents

Call Rates 27
SMS Rates 48
Network 36
Value Added 19
Services

Interpretation:

Here major Respondents are youngsters so they mainly use SMS services of Vodafone.
37% of the respondents use Vodafone for SMS services while only 14% of the
respondents use Vodafone for Value Added Services.
Q8) Do you call at customer care?

Purpose:

The purpose of this question is to know how many times and how often the
respondents call at customer care of Vodafone.

Suggestions Yes No

No. of respondents 76 11

Interpretation:

87% of the respondent calls at customer care while 13% respondents do not call
at customer care.
If yes, how often you call at customer care?

Time Period No. of respondents

Daily 5

Once a week 12

Once a month 24

Occasionally 35

Interpretation

Major respondents here call customer care occasionally. 31% respondents

respondents call customer care once a month while 16% and 7% of respondents call
once a week and daily respectively.
Q9) For what reason you call at customer care?

Purpose:

The main purpose of this question is to know the reason of the respondents
regarding calling at customer care.

Reasons No. of respondents

Value Added Services 21
Information regarding new schemes 23
Complaining 42
Other queries 36

Interpretation:

34% of respondents call at customer care for complaining purpose while 30%,
19% and 17% of respondents call customer care for other queries, information
regarding new schemes and value added services respectively.
Q10) Rate the following on the basis of your satisfaction.

Excellent Very Good Fairly Good Average Poor

Services

Network 31 29 17 7 3

SMS Rates 6 19 35 24 3

New schemes and 3 14 27 33 10

offers

Customer Care 6 32 29 15 5

Recharge Outlets 12 28 31 14 2

Call Rates 2 20 43 19 3

Value Added Services 9 24 29 19 6

Purpose:

The purpose of this analysis is to know the perspective of the customers of

Vodafone regarding network service.

Service Excellent Very Good Fairly Good Average Poor

Network 31 29 17 7 3

Interpretation:

Here major respondents are satisfy with the network coverage. 36% of the
respondents are rate the Vodafone’s network excellent, 33% rate it very good, 20% rate
it farely good while 8% and 3% rate it average and poor.

SMS Rates:

Purpose:

The purpose of this analysis is to know the perspective of the customers of

vodafone regarding Rates of SMS.

Service Excellent Very Good Fairly Good Average Poor

SMS Rates 6 19 35 24 3
Interpretation:

Here major respondents are not much satisfied with the SMS rates of Vodafone
as major respondents are youngsters. 7% of respondents rate it excellent, 22% rate it
very good, 40% rate it fairly good, 28% rate it average, 3% rate it poor.

New Schemes and Offers:

Purpose:

The main purpose of this analysis is to the respondent’s perspective related to

the new schemes and offers provided by Vodafone.

Service Excellent Very Good Fairly Good Average Poor

New schemes 3 14 27 33 10
and offers
Interpretation:

Here major respondents are not much satisfied with new schemes and offers of
Vodafone. 38% respondents rate new schemes and offers as average, 31%
respondents rate it as fairly good, 16% rate it as very good while 12% and 3% rate it as
poor and excellent respectively.

Customer Care:

Purpose:

The main purpose of this analysis is to know about the satisfaction of customer
care service provided by Vodafone to their customers.

Service Excellent Very Good Fairly Good Average Poor

Customer Care 6 32 29 15 5
Interpretation:

Customer care service of Vodafone is better compared to some of the other

services. 37% respondents rate it as very good, 33% rate it as fairly good, 17% rate it
as average, and 6% and 7% rate it as poor and excellent respectively.

Recharge Outlets:

Purpose:

The purpose behind this analysis is to know about the satisfaction of the
Vodafone customers regarding recharge outlets.

Service Excellent Very Good Fairly Good Average Poor

Recharge 12 28 31 14 2
Outlets
Interpretation:

Recharge outlets of Vodafone are majorly rated on fairly good and very good
basis. 36% of the respondents rate it as fairly good, 32% rate it as very good, 16% rate
it as average, 14% rate it excellent and 2% respondents rate it as poor.

Call Rates:

Purpose:

The purpose behind this analysis is to know about the perception of vodafone
customers regarding different call rates.

Service Excellent Very Good Fairly Good Average Poor

Call Rates 2 20 43 19 3
Interpretation:

Major percentage of respondents are not happy with the call rates of Vodafone.
49% of respondents rate call rates of vodafone as fairly good, 23% rate it as very good,
22% rate it as average while 4% and 2% respondent rate it as poor and excellent
respectively.

Value Added Services:

Purpose:

The purpose behind this analysis is to know about the perception of vodafone
customers regarding Value Added Services.

Service Excellent Very Good Fairly Good Average Poor

Value Added 9 24 29 19 6
Services
Interpretation:

Value added services of Vodafone are quite feasible as compared to some of the
other services. 33% respondents rate it as fairly good, 28% rate it as very good, 22%
rate it as average while 10% and 7% rate it as excellent and poor respectively.
 Q12) Why you are not using Vodafone Services?

Purpose:

The purpose of this question is to know why other respondents do not use
Vodafone services.

Reasons No. of respondents

Lack of awareness 2

High Prices 6

Poor Services 3

Poor Network 2

Interpretation:

6 don’t use Vodafone services because of high prices. 3 respondents don’t use
Vodafone services because of poor services while 2 respondents each don’t use
vodafone services because of lack of awareness and poor network.
Q13) Would you like to recommend Vodafone to others?

Purpose:

The purpose of this question is to know the recommendations of the respondents

towards Vodafone, whether they would like to recommend the Vodafone services to
others or not.

Interpretation:

90% of the Vodafone customers would like to recommend Vodafone services to

others while 10% of the Vodafone Customers won’t recommend to others.

Age analysis:

Purpose:
The main
purpose of this analysis
Suggestions Yes No
is to know how many
No. of respondents 78 9
respondents belong to
a particular age of group.

Age Below 18 18-25 26-50 51 or above

Respondents 4 54 23 6
Interpretation:
Major respondents are youngsters i.e. 62% of the respondents belong to age
group of 18-25, 26% respondents belong to age group of 26-50, 7% of respondents
belong to 51 or above age group while only 5% of the respondents belong to age group
of below 18 years.
Age wise analysis(NETWORK):

Purpose:

The main purpose of this analysis is to know the perception of different

respondents of differnet age groups regarding network service.
Age
Below 1818-2526-5051 or aboveTotalExcellent1199231Very good2187229Fairly
good010611707Poor02013Total4542387

Interpretation:

Here major respondents rating network as excellent are youngsters that include
the age group of 18-25, the same is the case with all the rating of this service.

Age wise analysis (SMS Rates):

Purpose:

The main purpose of this analysis is to know the perception of different

respondents of differnet age groups regarding rates of SMS.

Ratings Age
Below 18 18-25 26-50 51 or above Total
Excellent 0 1 3 2 6
Very good 1 12 5 1 19
Fairly good 1 27 5 2 35
Average 2 11 10 1 24
Poor 0 3 0 0 3
Total 4 54 23 6 87
Interpretation:

Major respondents are youngsters and they are not much satisfied with the SMS
rates of Vodafone.

Age wise analysis (Call Rates):

Purpose:

The main purpose of this analysis is to know the perception of different

respondents of differnet age groups regarding call rates.
RatingsAge
Below 1818-2526-5051 or aboveTotalExcellent02002Very good1116220Fairly
good22612343Average1134119Poor02103Total45423687
Interpretation:

Major respondents rate charges of calls as fairly good. 26 respondents falling in

age group of 18-25 rate it as fairly good.

Analysis:

WEIGHTING AND SCORE CALCULATED FROM THE DATA COLLECTED.

PARAMETERS WEIGHTS SCORE

NETWORK 9 8

SMS RATES 7 3.5

NEW SCHEMES AND 8 5

OFFERS

CUSTOMER CARE 5 5

RECHARGE OUTLETS 6 7

CALL RATES 9 5

VALUE ADDED 6 5.5

SERVICES
ANALYSIS
The customer's requirements must be translated and quantified into measurable targets.
This provides an easy way to monitor improvements, and deciding upon the attributes
that need to be concentrated on in order to improve customer satisfaction. We can
recognize where we need to make changes to create improvements and determine if
these changes, after implementation, have led to increased customer satisfaction.

Two major factors that can be determined from the survey data are:

1. Performance Matrix (Your performance relative to customers priorities) and

2. Satisfaction Index (Customers Satisfaction over a period of time).

Performance Matrix: The average of the weightings and the scores given by the
customer for each parameter is plotted on a Scatter graph. This Graphical
representation is easy to understand without any great knowledge of statistics.

With the data obtained, the average Weighting (importance) on x-axis versus average
Scores (performance) on y-axis can be plotted for each parameter.

From this Scatter Plot the supplier can find out at a glance, the areas where there is
scope for improvement, highlighted, where possible by using the Traffic Signal analogy.

PERFORMANCE MATRIX

9
8
7
6
5
Score
4
3
2
1
0
0 5 10
SATISFACTION INDEX:

PARAMETERS WEIGHTING(A SCORE (B) WEIGHTING WEIGHTED

) (AVG OF SCORE (D)
1) (C)
NETWORK 9 8 1.12 8.96

SMS RATES 7 3.5 0.49 1.71

NEW SCHEMES 8 5 0.70 3.5

AND OFFERS

CUSTOMER 5 5 0.70 3.5

CARE

RECHARGE 6 7 0.98 6.68

OUTLETS

CALL RATES 9 5 0.70 3.5

VALUE ADDED 6 5.5 0.77 4.23

SERVICES

7.14 5.57 4.58

AVERAGE
CSI 57.25%
Findings

 93% of the respondents are have a mobile phone while 7% of the respondents
do not have a mobile phone.

 100% of the respondents are aware about telecommunications services.

 16% of the respondents use Airtel, 6% respondents use Idea while 12%, 4% and
2% respondents use Reliance, BSNL and Tata Indicom respectively.

 100% of respondents are aware about Vodafone Services.

 36% of the respondents are aware about Vodafone through Advertisements,

29% are aware because of Hoardings while 20% and 15% of the respondents
are aware because of Newspapers and Mouth Publicity respectively.

 39% of the respondents use Vodafone services from past more than 1 year while
the lowest is 14% respondents using Vodafone services less than 1 month.

 84% of the respondents use pre-paid services while only 16% of the respondents
use post-paid services.

 37% of the respondents use Vodafone for SMS services while only 14% of the
respondents use Vodafone for Value Added Services.

 87% of the respondent calls at customer care while 13% respondents do not call
at customer care.

 31% respondents respondents call customer care once a month while 16% and
7% of respondents call once a week and daily respectively.

 34% of respondents call at customer care for complaining purpose while 30%,
19% and 17% of respondents call customer care for other queries, information
regarding new schemes and value added services respectively.
  5 respondents among the total no. of respondents don’t use Vodafone services
because of high prices. 3 respondents don’t use Vodafone services because of
poor services while 2 respondents each don’t use vodafone services because of
lack of awareness and poor network.

 90% of the Vodafone customers would like to recommend Vodafone services to

others while 10% of the Vodafone Customers won’t recommend to others.

Conclusion

Follwing are the conclusion from the research found after the survey.

 From the above analysis the conclusion is that major respondents are
dissatisfied with some of the major services like call rates, SMS rates and new
schemes & offers.

 Major respondents from all respondents use services of Vodafone.

 Major customers of Vodafone are old customers so many of the respondents are
satisfied with the services of Vodafone and thus they would like to recommend
Vodafone to others.

 Major respondents using Vodafone use pre -paid services compared to post-paid
services.

 Major respondents are youngsters so they need more SMS facilities and low call
rates, but Vodafone dissatisfies these age group (18-25) as their call rates and
SMS rates are much high.
 Following are some of the suggestions given by the researcher so that Vodafone
can serve people and its customers in an improved way:

 Vodafone should decrease call rates for local users.

 Vodafone should provide more offers to Post-Paid customers so that the number
of Post-Paid customers increase.

 Vodafone should bring introduce some new SMS schemes for the youngsters.

 Vodafone should introduce more schemes and offers.

 Vodafone should provide more schemes and offers to its old customers.

 Vodafone should decrease call rates of STD and ISD.

Q1) Do you have a mobile phone?

o Yes
o No
Q2) Are you aware about telecommunications service?

o Yes
o No
If yes, then which operator’s Service do you use?

o Vodafone (Multi-choice)
o Airtel
o Idea
o Reliance
o BSNL
o Tata Indicom ( If not Vodafone then go to Q12 )
Q3) Are you aware about Vodafone?

o Yes
o No (If No, then go to Q11 )
Q4) From which source you came to know about Vodafone?

o Advertisement (Multi-choice)
o Hoardings
o Newspapers
o Mouth Publicity
Q5) Since how long you are using Vodafone services?

o Less than 1 month

o 2-6 months
o 6-12 months
o More than 1 year
Q6) Which of the following services do you use of Vodafone?

o Pre-paid
o Post-paid
Q7) Which services are more helpful to you while using Vodafone services?

o Call rates (Multi-choice)

o SMS service
o Network
o Value Added Services
Q8) Dou you call at customer care?

o Yes
o No

If yes, how often you call at customer care?

o Daily
o Once a week
o Once a month
o Occasionally
Q9) For what reason you call at customer care?

o Value added services (Multi-choice)

o Information regarding new schemes
o Other queries
o Complaining
Q10) Rate the following services on the basis of your satisfaction.

Services Excellent Very Good Fairly good Average Poor

Network

SMS rates

New schemes and offers

Customer Care

Recharge outlets

Call Rates

Value Added Services

Q11) What makes you unaware about Vodafone?

o Less Advertisements
o Less Publicity
o Others
(If others then mention ________________________)

Q12) Why you are not using Vodafone services?

o Lack of awareness
o High Prices
o Poor Services
o Poor network
Q13) Would you like to recommend Vodafone to others?

o Yes
o No
Q14) Give your suggestions to help in serve you better.

______________________________________________________________________
__

Name: ________________

Age: ___ years

Sex: Male/Female

Contact no.: ___________

Signature: __________