Certificate

I, Mr. Arshpreet Singh, Roll No. 13024401711, certify that the Summer Training Report (Paper Code-311) entitled AN EMPIRICAL STUDY OF MARKETING STRATEGIES OF VODAFONE CELLULAR SERVICES IN DELHI & NCR is done by me and it is an authentic work carried out by me at Vodafone. The matter embodied in this has not been submitted earlier for the award of any degree or diploma to the best of my knowledge and belief.

Signature of the Student Date:

Certified that the Summer Training Report (Paper Code-311) entitled AN EMPIRICAL STUDY OF MARKETING STRATEGIES OF VODAFONE CELLULAR SERVICES IN DELHI & NCR done by Mr. Arshpreet Singh, Roll No. 13024401711, is completed under my guidance.

Signature of the Guide Date: Name of the Guide: Ms. Sikha Gupta Designation:

Countersigned

Director

ACKNOWLEDGEMENT

I take this opportunity to thank all the people who helped me with valuable inputs, guidance and suggestions during my tenure of dissertation, without which this report would not have taken its final shape. This acknowledgement would be incomplete without thanking my project guide Ms. Shikha Gupta whose timely guidance and support at needed time made the undertaking of this project an enriching learning experience.

ARSHPREET SINGH BHOUI

CONTENTS

S. No 1 2 3 4 5

Topic Certificate Acknowledgement List of Tables List of Figures Chapter I 1.1 Name of Company and details 1.2 History 1.3 Introduction 1.4 Mission 1.5 Vision 1.6 Data Collection

Page No 1 2 (viii) (ix) 3

7 2.1 Strengths

Chapter II

2.2 Weaknesses 2.3 Oppurtunities 2.4 Threats

Chapter III 3.1 Questionnaire 3.2 Findings and Inferences

13

9 10

Bibliography Annexures

45 47

LIST OF TABLES

Table No 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

Title No. of people having Mobile phones No. of people aware about Telecommunication Services Operator service people use No. of people aware about Vodafone Source of awareness about Vodafone Duration of being connected with Vodafone Services people use on Vodafone More helpful services out of all No. of people who call customer care How often people call customer care Reasons for calling customer care Rating of different services Satifaction level on the basis of network Satifaction level on the basis of sms rates Satifaction level on the basis of new schemes and offers Satifaction level on the basis of customer care Satifaction level on the basis of recharge outlets Satifaction level on the basis of call rates Satifaction level on the basis of value added services Reasons for not using Vodafone services No. of people who recommend Vodafone to others Age Analysis Age Analysis(Network)

Page No X1vi X1ix 1i

Table No 24 25 26 27 28 29 Age Analysis(sms rates)

Title

Page No

Age Analysis(new schemes and offers) Age Analysis(Customer care) Age Analysis(Recharge outlets) Age Analysis(Call rates) Age Analysis(Value added services)

LIST OF Figures

Table No 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

Title No. of people having Mobile phones No. of people aware about Telecommunication Services Operator service people use No. of people aware about Vodafone Source of awareness about Vodafone Duration of being connected with Vodafone Services people use on Vodafone More helpful services out of all No. of people who call customer care How often people call customer care Reasons for calling customer care Rating of different services Satifaction level on the basis of network Satifaction level on the basis of sms rates Satifaction level on the basis of new schemes and offers Satifaction level on the basis of customer care Satifaction level on the basis of recharge outlets Satifaction level on the basis of call rates Satifaction level on the basis of value added services Reasons for not using Vodafone services No. of people who recommend Vodafone to others Age Analysis Age Analysis(Network)

Page No X1vi X1ix 1i

Table No 24 25 26 27 28 29 Age Analysis(sms rates)

Title

Page No

Age Analysis(new schemes and offers) Age Analysis(Customer care) Age Analysis(Recharge outlets) Age Analysis(Call rates) Age Analysis(Value added services)

CHAPTER 1 Profile of the Company

10

1.1 NAME- VODAFONE

Circle Head Office Address- Vodafone Mobile Services Limited, C 48, Okhla Industrial Area, Phase II, New Delhi 110020 Website- www.vodafone.in Contact no. - +91 9811090001

1.2 History of Cellular Telephony in India:

The technology that gives a person the power to communicate anytime, anywherehass p a w n e d a n e n t i r e i n d u s t r y i n m o b i l e t e l e c o m m u n i c a t i o n . M o b i l e t e l e p h o n e s h a v e become an integral part of the growth, success and efficiency of any business / economy. The most prevalent wireless standard in the world today, is GSM. The GSM Association (Global System for Mobile Communications) was instituted in 1987 to promote and expedite the adoption, development and deployment and evolution of the GSM standard for digital wireless communications. The GSM Association was formed as a result of a European Community agreement ont h e n e e d t o a d o p t c o m m o n s t a n d a r d s s u i t a b l e f o r c r o s s b o r d e r E u r o p e a n m o b i l e communications. Starting off primarily as a European standard, the Groupe Speciale M o b i l e a s i t w a s t h e n c a l l e d , s o o n c a m e t o r e p r e s e n t t h e G l o b a l S ys t e m f o r M o b i l e Communications as it achieved the status of a world-wide standard. GSM is today, the

world's leading digital standard accounting for 68.5% of the global digi t a l w i r e l e s s market. The Indian Government when considering the introduction of cellular services into the country, made a landmark decision to introduce the GSM standard, leapfrogging obsolescent technologies / standards. Although cellular
11

licenses were made technology neutral in September 1999, all the private operators are presently offering only GSM based mobile services. The new licensees for the 4th cellular licenses that were awarded in July 2001 too, have opted for GSM technology to offer their mobile services.

1.3) 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 2006 Vodafone had an estimated 260 million customers in 25 markets across 5continents. 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.

1.4) 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

mobilec o m m u n i c a t i o n s , u s i n g n e w t e c h n o l o g y f o r n e w s e r v i c e s , r e s e a r c h

12

f o r i m p r o v i n g operational efficiency and quality of our networks, and providing technology vision and leadership that can contribute directly to business decisions.

1.5) Vision:
Our Vision is to be the worlds mobile communication leader enriching customers lives, helping individuals, businesses and Communities be more connected in a mobile world. VODAFONE: Today, in India, becomes Vodafone. Now, the pink color logo of Hutch is replaced by Vodafone Essars corporate red colored one. In 2005-06, the Orange brand in Mumbai was phased out to introduce (now Vodafone).The company also changed the colors of its logo from orange to pink and then red. After acquiring 67 per cent of stake (around Rs. 250 crores) in is on Essar from HongK o n g based ison Whampoa, Vodafone Essar is expecting to touch over 35 millionc u s t o m e r s a c r o s s 4 0 0 , 0 0 0 s h o p s a n d t h o u s a n d s o f s o w n e m p l o y e e s a l o n g w i t h employees of its business associates. Vice chairman, Ravi Ruia, Vodafone Essar, s a i d W e v e h a d a g o o d i n n i n g s a s i n India and today marks a new beginning for us, not as a departure from the fundamentals that created , but an acceleration into the future with Vodafones global expertise. Vodafone CEO, Marten Pieters of the Vodafone Essar will be landing in India for the meeting that would discuss branding exercise, expansion plans, spectrum requirements for its expanding subscriber base and future plans. Vodafone offers a host of premier value added services (VAS) including
13

national and international roaming in over 70 countries in over 160 networks, Wireless Application Protocol (WAP), short message service, voice mail service, auto roam, fax and data, cricket updates, M-banking, general information, tarot line, etc. The company launched WAP in Delhi in October 2000, much before its rival Bharti. It has 5000 WAP customers, as in December 2000. The company has been a prime mover in introducing these value-added services in the Delhi circle. The values are stated simply. To be fair and transparent in what they do and how they do it. To provide the quality services with more customer friendly practices. To make ones communications experience simple, pleasurable and fun. Where he doesn't simply get technology but technology that is relevant. Where solutions are not just promised in the future - but delivered in the present.

1.6) Data Collection and Sampling:

1.4.1) Sources of Data Collection:Basically there are two types of data i.e. secondary and primary: I) Primary Data Collection:Primary data collection contains the following four types of methods: 1. Observation Method: It contains Causal observation, Systematic observation, direct observation and contrived observation. 2. Survey Method: It contains Personal Interview, Telephone Interview and Mail Interview. 3. Experimental Method.4 Panel Method.

II) Secondary Data Collection: 14

It can be collected from internal as well as external sources 1. Internal Source: Various internal sources like employee, books, sales activity, stock availability, product cost, etc. 2. External Sources: Libraries, trade publications, literatures, etc are some important source s o f external data. The Researcher has used primary data for the core purpose of the project and this p r i m a r y d a t a h a s b e e n g a t h e r e d b y s u r v e y m e t h o d . T h e r e s e a r c h e r h a s a l s o u s e d secondary data. C) Sampling Plan: A sampling plan was designed that is consists of four decisions. I) Sample Unit:

Youngsters, businessmen, and housewives, employees were selected to conduct survey and to measure satisfaction level. II) Sampling types:

There are two types of sampling i.e. Probability Sampling and Non probability Sampling. Non Probability Convinience Sampling has been used in the research.

III)

S a m p l e

S i z e :

Sample size means limited numbers of respondents covered under the research study from a population and the researcher has taken a survey of 100 respondents to know the satisfaction level of customer. IV) Sampling Unit:

The respondents of the Delhi city were randomly selected for the research.

15

CHAPTER 2 SWOT Analysis of Vodafone

16

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 ven ture or project and identifying the

internal and external factors that are favourable and unfavourable to ac h i e v i n g t h a t 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.

2.1) Strengths:
The main strength of Vodafone within the telecommunications market lies in its brand image and recognition. Vodafone, having established a global presence and having invested highly in marketing a differentiated image by promoting a Vodafone life style, currently enjoys a differentiating advantage that, if exploited properly, can offer a lead in competition. The presence of Vodafone in numerous countries within Europe as well as in all part of the world enhances this image. It allows customers to travel and enjoy easily the services of their home country operator. In the few countrie s that Vodafone is not physically present (e.g. Norway) it has well established strategic alliances which allow for a better service of mobile clients.

2.2) Weaknesses:
The expansion of Vodafone has been completed at the expense of direct control of i t s o p e r a t i o n s . T h e c o m p a n y g r e w t h r o u g h a p r o c e s s o f a c q u i s i t i o n s o f n a t i o n a l telecommunications companies (e.g. the acquisition of the third biggest Czech mobile phone operator, Cesky mobile) rather than organic growth.
17

This increased its subscribers base quickly, offering direct market knowledge and immediate additions of customer bases at the expense of direct effective control of the subsidiaries. At the same time though, it implicitly imposed a centralized operational structure for the group, nominating centralised the UK headquarters as and handset

the leading business

unit running a much

marketing

procurement at group level. This has resulted in the neglect of local markets and local differences, allowing market share to be gained by smaller local com petitors. Due to the highly saturated Western European market this has resulted in an increase in the price elasticity of demand, with consumers becoming continuously price oriented. This has resulted in high customer churn rates reaching the level of 32.8% in the UK compared to O2s 24%.

2.3) Opportunities:
The telecommunications market, even though highly saturated in some

regionso f f e r s g r e a t p o t e n t i a l d u e t o t h e a g e i n g p o p u l a t i o n a n d t h e s o p h i s t i c a t i o n o f t h e consumers. It offers great opportunities through a c a r e f u l m a r k e t s e g m e n t a t i o n a n d exploitation of particular profitable

segments. Different strategies should be pursued simple phones and simplified pricing plans to the ageing population and more updated, sophisticated solutions for younger generations. The expanding Boundaries of the market could provide further opportunities by allowing Vodafone to enter more aggressively into fixed line service and to better enjoy the benefits of its high investment in 3G technology. Moreover the company has undertaken its first steps in establishing strategic alliances to develop customized solutions one

for end u s e r s : V o d a f o n e r e c e n t l y a n n o u n c e d t w o n e w partnerships,

18

with supermarket group ASDA to launch an ASDA brand ed mobile s e r v i c e i n the UK, and another with electrical retailer DSG In ternational to p r o v i d e mobile solutions to small businesses. This could further be enhanced to avoid being a lateentrant in this new method of distribution which offers access to a wide potential customer base.

2.4) Threats:
The European part of Vodafones market is characterized by existing high levels o f c o m p e t i t i o n . M a j o r b r a n d s s u c h a s O 2 a n d T M o b i l e a r e e x p l o i t i n g t h e p r i c e sensitivity of customers and in this way they are building a stronger image and presence in the market. Indirect competition is also increasing further, through the presence of Skype and other related (not only voice) Internetbased services. This combined with the upcoming European legislative measures is expected to limit further the tariffs for the network providers imposing further need for price cuts which could harm the bottom line profitability of the company.

19

CHAPTER 3 Analysis of the Company

20

Q1) Do you have a mobile phone?

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

Suggestions No. of respondents Table No. 1

Yes 93

No 7

7%

Yes No

93%

Figure No. 1

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

21

Q2) Are you aware about telecommunications services?

Purpose: The main purpose behind this question is to know about the awa r e n e s s o f respondents regarding different telecommunications services and also to know about which telecommunication (operators) service they use.

Suggestions No. of respondents Table No. 2

Yes 95

No 5

5%

Yes No

95%

Figure No. 2 Interpretation: 9 5 % a b o u t are not aware.

22

o f t h e

t h e

r e s p o n d e n t s

a r e

a w a r e services while 5%

t e l e c o m m u n i c a t i o n

W h i c h o p e r a t o r s service do you use? Operators service name Vodafone Airtel Idea Reliance BSNL Tata Indicom No. of respondents 87 29 17 21 5 3

TableNo.3
3% 2%

13%

Vodafone Airtel

10% 54% 18%

Idea Reliance BSNL Tata Indicom

Figure No.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.

23

Q3) Are you aware about Vodafone? The purpose behind this question is to know about the awareness of Vodafone among all the respondents. Suggestions No. of respondents Table No.4 Yes 87 No 0

Yes No

Figure No.4

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

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

24

Sources Advertisements Hoardings Newspapers Word of Mouth Publicity Table No.5

No. of respondents 63 52 35 26

15% 36% 20%

Advertisements Hoardings Newspapers Word of Mouth Publicity

29%

Figure No. 5 Interpretation:

36% of the respondents are aware about Vodafone through Advertisements, 29%a r e a w a r e because of Hoardings while 20% and 15% of the respondents are a w a r e because of Newspapers and Mouth Publicity respectively.

25

Q5) Since how long you are using Vodafone Services?

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.

Time Period Less than 1 month 2-6 months 6-12 months More than 1 year

Number of Respondents 12 19 22 34 Table No.6

14%

39% 22%

Less than 1 month 2-6month 6-12month More than 1 year

25%

Figure No.6

26

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 Pre-Paid Post-Paid

No. of respondents 73 14 Table No.7

16%

Pre-Paid Post-Paid

84%

Figure No. 7

27

Interpretation: 84% of the respondents use pre-paid services while only 16% of the respondents use postpaid 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 Call Rates SMS Rates Network Value Added Services

No. of respondents 27 48 36 19 Table No. 8

28

14%

21% Call Rates SMS Rates

28%

Network Value Added Services 37%

Figure No. 8

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.

29

Suggestions No. of respondents

Yes 76

No 11

Table No.9

13%

Yes No

87%

Figure No.9

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 Daily Once a week Once a month Occasionally

No. of respondents 5 12 24 35 Table No.10

30

7% 16% Daily 46% Once a week Once a month Occasionaly 31%

Figure No.10

Interpretation

Major respondents here call customer care occasionally. 31% 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.

31

Reasons Value Added Services Information regarding new schemes Complaining Others Table No. 11

No. of respondents 21 23 42 36

17% 30%

Value Added Services Information regarding new Schemes 19% Complaining Other queries

34%

Figure No.11

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.

32

Q10) Rate the following on the basis of your satisfaction.

Services Network SMS Rates

Excellent 31 6

Very Good 29 19 14

Fairly Good 17 35 27

Average 7 24 33

Poor 3 3 10

New Schemes and 3 Offers Customer Care Recharge Outlets Call Rates Value Services 6 12 2 Added 9

32 28 20 24

29 31 43 29

15 14 19 19

5 2 3 6

Table No. 12

100 90 80 70 60 50 40 30 20 10 0

Poor Average Fairly Good Very Good Excellent

Figure No. 12

33

Network: Purpose:

The purpose of this analysis is to know the perspective of the customers of Vodafone regarding network service.

Service Network

Excellent 31

Very Good 29 Table No.13

Fairly Good 17

Average 7

Poor 3

3% 8% 36% 20% Excellent Very Good Fairly Good Average Poor 33%

Figure No. 13

Interpretation: Here major respondents are satisfy with the network coverage. 36% of the respondents are rate the Vodafones network excellent, 33% rate it very good, 20% rate it fairly good while 8% and 3% rate it average and poor.

34

SMS Rates:

Purpose:

The purpose of this analysis is to know the perspective of the customers of Vodafone regarding Rates of SMS.

Service SMS Rates

Excellent 6

Very Good 19

Fairly Good 35

Average 24

Poor 3

Table No.14

3% 7% Excellent Very Good Fairly Good Average Poor

28%

22%

40%

Figure No.14 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.
35

New Schemes and Offers:

Purpose: The main purpose of this analysis is to the respondents perspective related to the new schemes and offers provided by Vodafone.

Service

Excellent

Very Good 14

Fairly Good 27

Average 33

Poor 10

New Schemes 3 and Offers

Table No.15

3% 12% 16% Excellent Very Good Fairly Good 38% 31% Average Poor

Figure No. 15 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.

36

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 Customer Care

Excellent 6

Very Good 32

Fairly Good 29

Average 15

Poor 5

Table No.16

6% 17%

7% Excellent Very Good 37% Fairly Good Average Poor

33%

Figure No.16 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.

37

Recharge Outlets:

Purpose:

The purpose behind this analysis is to know about the satisfacti o n o f t h e Vodafone customers regarding recharge outlets.

Service Recharge Outlets

Excellent 12

Very Good 28

Fairly Good 31

Average 14

Poor 2

Table No.17

2% 14% Excellent Very Good Fairly Good 32% 36% Average Poor

16%

Figure No. 17

38

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 Call Rates

Excellent 2

Very Good 20

Fairly Good 43

Average 19

Poor 3

Table No. 18

4% 2%

22%

23%

Excellent Very Good Fairly Good Average Poor

49%

Figure No. 18
39

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 Call Rates

Excellent 9

Very Good 24

Fairly Good 29

Average 19

Poor 6

Table No.19

7%

10% Excellent Very Good 28% Fairly Good Average Poor

22%

33%

Figure No.19

40

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 u s e Vodafone services.

Reasons Lack of Awareness High Prices Poor Services Poor Network

No. of Respondents 2 6 3 2 Table No.20

41

15%

16% Lack of Awareness High Prices

23%

Poor services Poor Network 46%

Figure No. 20

Interpretation: 6 dont use Vodafone services because of high prices. 3 respondents dont use Vodafone services because of poor services while 2 respondents each dont 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 t o w a r d s Vodafone, whether they would like to recommend the Vodafone

s e r v i c e s t o others or not.

42

Suggestions No. of Respondents

Yes 78 Table No.21

No 9

10%

Yes No

90%

Figure No.21

Interpretation: 90% of the Vodafone customers would like to recommend Vodafone services to others while 10% of the Vodafone Customers wont recommend to others.

Age analysis:

Purpose: The main purpose of this analysis is to know how many respondents belong to a particular age of group.

43

Age Respondents

Below 18 4

18-25 54

26-50 23

51 or Above 6

Table No.22

7%

5%

26%

Below 18 18-25 26-50 51 & Above 62%

Figure No.22

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 51or above age group while only 5% of the respondents belong to age group of below 18years.

Age wise analysis (NETWORK):

Purpose:

The main purpose of this analysis is to know the perception of different respondents of different age groups regarding network service.
44

Age Ratings Excellent Very Good Fairly Good Average Poor Total Below 18 1 2 0 1 0 4 18-25 19 18 10 5 2 54 26-50 9 7 6 1 0 23 Table No. 23 51 & Above 2 2 1 0 1 6 Total 31 29 17 7 3 87

35 30 25 51 & Above 20 15 10 5 0 Excellent Very Good Fairly Good Average Poor 26-50 18-25 Below 18

Figure No.23

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.

45

Age wise analysis (SMS Rates):

Purpose:

The main purpose of this analysis is to know the perception of different respondents of different age groups regarding rates of SMS.

Age Ratings Excellent Very Good Fairly Good Average Poor Total Below 18 0 1 1 2 0 4 18-25 1 12 27 11 3 54 26-50 3 5 5 10 0 23 Table No. 24 51 & Above 2 1 2 1 0 6 Total 6 19 35 24 3 87

35 30 25 51 & Above 20 15 10 5 0 Excellent Ver Good Fairly Good Average Poor 26-50 18-25 Below 18

Figure No. 24
46

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 different age groups regarding call rates.

Age Ratings Excellent Very Good Fairly Good Average Poor Total Below 18 0 1 2 1 0 4 18-25 2 11 26 13 2 54 26-50 0 6 12 4 1 23 Table No.25 51 & Above 0 2 3 1 0 6 Total 2 20 43 19 3 87

47

45 40 35 30 25 20 15 10 5 0 Excellent Very Good Fairly Good Average Poor 51 & Above 26-50 18-25 Below 18

Figure No. 25

Interpretation: Major respondents rate charges of calls as fairly good. 26 respondents falling image group of 18-25 rate it as fairly good.

48

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% and2% respondents use Reliance, BSNL and Tata Indicom.

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.
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 31% respondents respondents call customer care once a month while 16% and7% 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 dont use Vodafone services because of high prices. 3 respondents dont use Vodafone services because of poor services while 2 respondents each dont 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 wont recommend to others.

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Conclusions

Following are the conclusion that the researcher found after the survey.

F r o m t h e a b o v e a n a l ys i s t h e r e s e a r c h e r c o n c l u d e s t h a t m a j o r r e s p ondents are dissatisfied with some of the major services like call r a t e s , S M S r a t e s a n d n e w 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.

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BIBLIOGRAPHY

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Books:

Marketing Management Philip Kotler, Kevin Lane Keller.

Websites:

http://www.vodafone.com/start/media_relations/news/local_press_releases/portugal/p ortugal_press_release/vodafone_had_highest.html

http://en.wikipedia.org/wiki/Customer_satisfaction

http://en.wikipedia.org/wiki/Hutch_(Indian_cellular_company)

http://en.wikipedia.org/wiki/Vodafone

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ANNEXURES

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Q1) Do you have a mobile phone? Yes No

Q2) Are you aware about telecommunications service? Yes No

If yes, then which operators Service do you use? Vodafone Airtel Idea Reliance BSNL Tata Indicom ( If not Vodafone then go to Q12 ) (Multi-choice)

Q3) Are you aware about Vodafone? Yes No (If No, then go to Q11 )

Q4) From which source you came to know about Vodafone? Advertisement Hoardings Newspapers Word of Mouth Publicity
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(Multi-choice)

Q5) Since how long you are using Vodafone services? Less than 1 month 2-6 months 6-12 months More than 1 year

Q6) Which of the following services do you use of Vodafone? Pre-paid Post-paid

Q7) Which services are more helpful to you while using Vodafone services? Call rates SMS service Network Value Added Services (Multi-choice)

Q8) Dou you call at customer care? Yes No

If yes, how often you call at customer care? Daily Once a week Once a month Occasionally
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Q9) For what reason you call at customer care? Value added services Information regarding new schemes Other queries Complaining (Multi-choice)

Q10) Rate the following services on the basis of your satisfaction.

Services Network SMS Rates New Schemes and Offers Customer Care Recharge Outlets Call Rates Value Services Added

Excellent

Very Good

Fairly Good

Average

Poor

Q11) What makes you unaware about Vodafone? Less Advertisements Less Publicity
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Others(If others then mention ________________________)

Q12) Why you are not using Vodafone services? Lack of awareness High Prices Poor Services Poor network (Multi-choice)

Q13) Would you like to recommend Vodafone to others? Yes No

Q14) Give your suggestions to help in serve you better.

Name: ________________ Age: ___ years Sex: Male/Female

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