STUDY OF CELLULAR SERVICES

PROVIDED BY VODAFONE
 INTRODUCTION TO THE TOPIC
The telecom network in India is the fifth largest network in the world meeting up
with global standards. Presently, the Indian telecom industry is currently slated to
an estimated contribution of nearly 1% to Indias GDP. The Indian
Telecommunications network with 110.01 million connections is the fifth largest in
the world and the second largest among the emerging economies of Asia. Today, it
is the fastest growing market in the world and represents unique opportunities for
U.S. companies in the stagnant global scenario. The total subscriber base, which
has grown by 40% in 2005, is expected to reach 250 million in 2010. According to
Broadband Policy 2004, Government of India aims at 9 million broadband
connections and 18 million internet connections by 2010. The wireless subscriber
base has jumped from 33.69 million in 2004 to 62.57 million in FY2004- 2005. In
the last 3 years, two out of every three new telephone subscribers were wireless
subscribers. Consequently, wireless now accounts for 54.6% of the total telephone
subscriber base, as compared to only 40% in 2003. Wireless subscriber growth is
expected to bypass 2.5 million new subscribers per month by 2010. The wireless
technologies currently in use are Global System for Mobile Communications (GSM)
and Code Division Multiple Access (CDMA). There are primarily 9 GSM and 5
CDMA operators providing mobile services in 19 telecom circles and 4 metro cities,
covering 2000 towns across the country.
 There are three types of players in telecom
services:
State owned companies (BSNL and MTNL)
Private Indian owned companies (Vodafone
Infocomm, Tata Teleservices)
Foreign invested companies (Vodafone-Essar,
Bharti Tele-Ventures, Escotel, Idea Cellular,
BPL Mobile, Spice Communications)
 OBJECTIVES

To study customer satisfaction level regarding the product

and the product services must be known.
To study customer satisfaction level regarding the value
added services. the usage of the value added services is to
be know by the organization(Vodafone) in order to
implement new innovation in future services.
To study the customer satisfaction regarding the customer
care services and after sales service provided by Vodafone.
To study the benefits that the product was offering that the
competitors were not offering and to study if the customer
were satisfied with the benefits
 Research methodology

Research methodology can be defined as, it is used to give

a clear cut idea on what the researcher is carrying out his
or her research. In order to plan in a right point of time and
to advance the research work methodology makes the
right platform to the researcher to mapping out the
research work in relevance to make solid plans.
More over methodology guides the researcher to involve
and to be active in his or her particular field of enquiry.
Most of the situations the aim of the research and the
research topic wont be same at all time it varies from its
objectives and flow of the research but by adopting a
suitable methodology this can be achieved.
Determining sources of Data:

There are two main sources of data

1. Primary data
2. Secondary data

Primary Data: It consists of original informations collected for specific

Purpose. Primary data for this research, data are collected through a direct source like survey to obtain
the first hand information is others resources are written below.
Survey.
Face to face interaction.

Secondary Data: It consists of information that already exists somewhere and has been collected for
some specific purpose in the study. The secondary data for this study is collected from various
sources like,
Books.
Website.
Newspaper.
Financial Magazine. ( weekly , business world etc)
 SOURCES OF DATA
The main source of obtaining necessary data for the study was Secondary Data.
This study is empirical in nature and hence secondary data is used to conduct the
research. The data was collected from the Internet by exploring the Secondary
sources available on websites.

TYPES OF RESEARCH :-
SECONDARY DATA
Secondary Data: The secondary data constitutes of daily flows data which was
collected from websites respectively.

I will collect the Secondary data from following sources:-

Newspaper Hindustan Times, Times of India, Economic Times
Magazine - The Times. Harvard Business Review, 4Ps
Website/Internet from different website
Book Course book/ Philip Kotler
Notes- Professors Notes
 Finding & analysis

Factors affecting the choice of service providers

The choice of opting for service providers between public and private is majorly
affected by the relative advantage. Value-added services (VAS), number of free
calls/messages, low rental, low call charges, variety of tariff plans and attractive
schemes would affect the consumers choice in opting between public and private
cellular service provider. The public service provider has to concentrate much on
this relative advantage attributes which are emphasized by consumers.
Facility seeking has been regarded as the second most important component,
where consumer opine that quality of overall service and easy availability of
cellular connection provided by the private cellular services is far better compared
to that of public cellular service provider, both in the case of rural and urban
sector. The respondents feel proud in adopting private service providers having
good brand image reveals about the brand consciousness. Rational buyer was the
fourth significant component. They are the consumers who dont go by
peers/peoples opinion about the service providers quality of services offered and
they feel advertisement/media influences them the most to go for opting private
service providers. They are rational in purchases made.
 The next component has been named as
influencers, as this set/group of consumers
buying habits can be easily influenced based on
the opinion of their family and friends
recommendations to make choice in opting
public or private cellular service connections. An
opinion seeker has been regarded as the least
important component affecting the choice of
service providers. Proper guidance and
information provided by retail outlets affects or
not affect the buying decision between private
and public service provider
 This can be further analyzed as follows:
From value-added service, free calls/messages, low rental and call charges, variety plans and attractive schemes
we can ascertain that component 1 represents relative advantage.
From quality of service and easy availability we can ascertain that component 2 represents facility seekers.
From good brand image we can ascertain that component 3 represents brand conscious buyers.
From dont go by peoples opinions and advertisement/media influence we can ascertain that component 4
represents rational buyers.
From friends/family recommends we can ascertain that component 5 represents influencers.
From proper guidance and information we can ascertain that component 6 represents opinion seekers.
This can be further analyzed as follows:
From value-added service, free calls/messages, low rental and call charges, variety plans and attractive schemes
we can ascertain that component 1 represents relative advantage.
From quality of service and easy availability we can ascertain that component 2 represents facility seekers.
From good brand image we can ascertain that component 3 represents brand conscious buyers.
From dont go by peoples opinions and advertisement/media influence we can ascertain that component 4
represents rational buyers.
From friends/family recommends we can ascertain that component 5 represents influencers.
From proper guidance and information we can ascertain that component 6 represents opinion seekers.
 RECOMMENDATION

The availability of recharge voucher should be made available when required by the customers. As
this give the good impression about the company.
The network coverage is another asset for the companys image, which needs to be preserved in
future.
THE overall image of the customer care services was found to be good but with some loopholes
related to delays in problem solving.
The company should be more promp
t in handling the queries and problem of the customer, which is vary essential for the prepaid card
so as to retain the customers with the company in future.
The customer care executives should be more efficient in handling the customer and also more
friendly and polite their conversation ,while dealing with the customer.
After sales service is required to be maintained properly, which is not up to the mark.
Call rates is affordable so it should be maintained at this level.
Many people are using mobile, but majority of them are not aware of the technology they are using
. many tine it happens that a person doesnt know which technology satisfied his need. Hence
awareness should be created among them regarding advantages and differences in the technology.
Supplementary facilities like call wait, call forward, call hold, call divert, call conference should be
made more effective to attract customers.
 CONCLUSION

After analyzing and interpretation of the findings I have arrived at the

conclusion that the overall satisfaction level of GSM prepaid customer is
good. In some reference and in other they are not satisfied. As Vodafone is
a brand name in itself so customer feel good for that and also expects a lot
from that. And when their expectations dont match with company
service, whatever they provide, they become dissatisfied.
For long run process brand image and price plays a very important role in
success and elements of brand equity are:
The awareness it enjoy, the advertising viewer ship it has the image or
perceived quality in the mind of customer, advertising association and
symbol. Successful development of brand equity that drives the mark
position, persisting over long period of time and is capable of resisting
competitors.
The new competition is not between what companies produce in their
factories, but between what value they add to their products in the form
of maximum customer satisfaction, after sales service etc.
THANK YOU