A MINOR PROJECT REPORT

ON

STUDY OF CELLULAR SERVICES PROVIDED BY
VODAFONE



Submitted in partial fulfillment of requirement of Bachelor of
Business Administration (B.B.A) General




[Emblem of GGSIPU]

BBA IIIrd Semester (Shift)(Section)
Batch 2010-2013


Submitted to: Submitted by:
Name of guide Name of student
Designation Enrollment no.



JAGANNATH INTERNATIONAL MANAGEMENT SCHOOL
KALKAJI





ACKNOWLEDGEMENTS
A lot of effort has gone into this training report. My thanks are due to many people with
whom I have been closely associated.
I would like all those who have contributed in completing this project. First of all, I
would like to send my sincere thanks to _______________ for his helpful hand in the
completion of my project.
I would like to thank my entire beloved family & friends for providing me monetary as
well as non monetary support, as and when required, without which this project would
not have completed on time. Their trust and patience is now coming out in form of this
thesis


























CONTENTS





Description Page No.
Acknowledgement (i) (i)
Contents with page no.
List of tables
List of figures
List of symbols, Abbreviations or Nomenclature (optional)
Executive Summary
Certificate of completion
Introduction to topic 1
Objectives
Literature review
Company Profile
Research Methodology
Analysis & Interpretation
Findings & Inferences
Limitations
Recommendations and Conclusion
Appendices
Bibliography




















LIST OF TABLES




LIST OF TABLES
S.no Table title Page No.
1 Industry overall growth
2 Company Details
3 Research Report






LIST OF FIGURES


















LIST OF SYMBOLS, ABBREVIATIONS OR NOMENCLATURE (OPTIONAL)












EXECUTIVE SUMMARY

Vodafone Essar is a leading provider of wireless telecommunications services in India.
The company serves about 35 million subscribers located in every major region of the
country. In addition to standard and prepaid wireless subscriptions, Vodafone Essar
offers such services as text messaging and the wireless distribution of such content, as
music and news. It also caters to corporate customers with wireless email and other
services. The company is controlled by UK-based wireless heavyweight Vodafone
Group, which owns more than two-thirds of the joint venture, while the remaining shares
are owned by Indian conglomerate Essar Group.
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 across the country with over 74.08 million
customers. Over the years, Vodafone Essar, under the Hutch brand, has been named the
Most Respected Telecom Company, the Best Mobile Service in the country and the
Most Creative and Most Effective Advertiser of the Year. Vodafone Group is the
worlds leading international mobile communications corporation. It currently has equity
interests in 27 countries across 5 continents and 40 partner networks with over 303
million proportionate customers worldwide. The Essar Group is Vodafones principal
partner in India. The Essar 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, and Projects. Essar employs more than
50,000 people across offices in Asia, Africa, Europe and the Americas.











CERTIFICATE OF COMPLETION




























































CHAPTER I
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.
1.1) Evolution of the Industry - Important Milestones:
Year Description
1851 First operational land lines were laid by the govt. near Calcutta(seat of
British Power)
1881 Telephone Service introduced in India
1883 Merger with the postal system
1923 Formation of Indian Radio Telegraph Company (IRT)
1932 Merger of ETC and IRT into the Indian Radio and Communication
Company(IRCC)
1947 Nationalization of all foreign telecommunication companies to form the
Posts, Telephone and Telegraph(PTT), a monopoly run by the
governments Ministry of Communication
1985 Department of Telecommunications (DOT) established, an exclusive
provider of domestic and long-distance service that would be its own
regulator (separate from the postal system)
1986 Conversion of DOT into two wholly government-owned companies: the
Videsh Sanchar Nigam Limited (VSNL) for international
telecommunications and Mahanagar Telephone Nigam Limited (MTNL)


for service in metropolitan areas.
1997 Telecom Regulatory Authority of India created
1999 Cellular Services are launched in India. New National Telecom Policy is
adopted.
2000 DoT becomes a corporation, BSNL
(Source: The Indian Telecom Industry by consulting club, IIM Calcutta)
1.2) Major Players:
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)
India's mobile telecom sector is one of the fastest growing sectors. Unlike in the 1990s
when the mobile phone was an elitist product, mobile operators now tap a mass market
with mass marketing techniques. "Unified licensing" rules allow basic and mobile
operators into each others territory, and have ushered in perhaps the final phase of
industry consolidation.

It seems that only companies with deep pockets can effectively compete as primary
operators mobile markets. Economies of scale, scope, and end-to-end presence in long-
distance as well as local telecom, are desirable. There are, besides, new challenges.
Operators have to find new growth drivers for the wire line business. There are problems
of getting broadband to take off, of technology choice, of when to introduce new
technologies, and of developing a viable business model in an era of convergence.
Growth of mobile technology:
India has the fastest growing mobile markets in the world. The mobile services were
commercially launched in August 1995 in India. In the initial 5-6 years the average
monthly subscribers additions were around 0.05 to 0.1 million only and the total mobile
subscribers base in December 2002 stood at 10.5 millions. However, after the number of
proactive initiatives taken by regulator and licensor, the monthly subscriber additions
increased to around 2 million per month in the year 2003-04 and 2004-05. Although
mobile telephones followed the New Telecom Policy 1994, growth was tardy in the early


years because of the high price of hand sets as well as the high tariff structure of mobile
telephones. The New Telecom Policy in 1999, the industry heralded several pro
consumer initiatives. Mobile subscriber additions started picking up. The number of
mobile phones added throughout the country in 2003 was 16 million, followed by 22
millions in 2004, 32 million in 2005 and 65 million in 2009. The only countries with
more mobile phones than India with 156.31 million mobile phones are China 408
million and USA 170 million. India has opted for the use of both the GSM (global
system for mobile communications) and CDMA (code-division multiple access)
technologies in the mobile sector.
The mobile tariffs in India have also become lowest in the world. A new mobile
connection can be activated with a monthly commitment of US$ 5 only. In 2005 alone 32
million handsets were sold in India. The data reveals the real potential for growth of the
Indian mobile market.


Cellular Service Providers:
As on Apr 2010 India has 167 million mobile phone subscribers. Out of this 125 million
are GSM users and 41 million CDMA users. BSNL, Bharti Vodafone , Hutch, Idea,
Aircel, Spice and MTNL are the main GSM providers in India. Vodafone
Communications and Tata Indicom are the main CDMA providers in India.
Bharti Vodafone
Vodafone is providing cellular services in Delhi, Mumbai, Kolkata, Chennai, Andhra
Pradesh, Gujarat, Haryana, Himachal Pradesh, Jammu and Kashmir, Karnataka, Kerala,
Madhya Pradesh, Maharashtra, Goa, Orissa, Punjab, Rajasthan, Tamil Nadu, UP and
West Bengal. Vodafone is the No.1 cellular service provider in India using GSM
technology. Vodafone has 23% market share in India with a total subscriber base of 38
million.
Vodafone Communications
Vodafone has both CDMA and GSM networks and total subscriber base of 29 million or
17% market share. It has GSM network in Assam, Bihar, Himachal Pradesh, Kolkata,
North East, Madhya Pradesh, Orissa and West Bengal. Vodafone has CDMA networks in
other states and cities.
Bharat Sanchar Nigam Limited (BSNL)


BSNL is a state owned telecom company which has GSM presence in almost every cities
and towns. BSNL has 27 million subscribers with a market share of 16%.
Vodafone
Vodafone is another emerging GSM provider in India with coverage in Kerala, Mumbai,
Delhi, Kolkata, Chennai, Gujarat, Andhra Pradesh, Karnataka and Punjab with a total
subscriber base of 27 million.
Tata Indicom
Tata Indicom is a main CDMA provider in India with 16 million subscribers all over
India. Tata Indicom has presence in almost every state and cities in India.
The telecommunications industry is growing at a very rapid pace in India. Also India is
one of the fastest growing telecom markets in Asia. India is the 4
th
largest telecom market
in Asia. The telecom Market consists of mobile phones, cellular service providers, and
broadband network. The telecommunications industry has undergone a lot of change in
the last 2 decades. From deregulation to privatization to telecom services, to
liberalization of Indian telecom policies, increase in competition, introduction of new
technologies like black berry phones, and internet and convergence of technologies.
Since the telecom industry is growing at a rapid pace, Tata Indicom School of telecom
has been dedicated to the country. This telecom revolution has contributed enormously to
increased efficiency in the economy. It has reduced transaction costs. It has increased
connectivity across the length and breadth of our vast subcontinent. It has brought Indians
closer to each other. The telecom sector is driving today the growth of both incomes and
employment. Indeed, this growth is creating new business and new employment
opportunities. India has emerged as a major base for the telecom industry worldwide and
we intend to facilitate the further growth of this vital industry. Also new players like
Vodafone, one of the leading telecom companies in the world have entered the Indian
telecom market.
The telecom industry is one of the fastest growing industries in India. India has nearly
200 million telephone lines making it the third largest network in the world after China
and USA. With a growth rate of 45%, Indian telecom industry has the highest growth rate
in the world. History of Indian Telecommunications started in 1851 when the first
operational land lines were laid by the government near Calcutta (seat of British power).
Telephone services were introduced in India in 1881. In 1883 telephone services were
merged with the postal system. Indian Radio Telegraph Company (IRT) was formed in


1923. After independence in 1947, all the foreign telecommunication companies were
nationalized to form the Posts, Telephone and Telegraph (PTT), a monopoly run by the
government's Ministry of Communications. Telecom sector was considered as a strategic
service and the government considered it best to bring under state's control.



































OBJECTIVE


To study customer satisfaction level regarding the product and the product 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 in order to
implement new innovation in future services.
To study the customer satisfaction regarding the customer care services and after
sales service.
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
























CHAPTER-II

LITRATURE REVIEW






























1. Kalavani (2006) in their study analyzed that majority of the respondents have
given favorable opinion towards the services but some problems exist that deserve
the attention of the service providers. They need to bridge the gap between the
services promised and services offered. The overall customers attitude towards
cell phone services is that they are satisfied with the existing services but still they
want more services to be provided.
2. Seth et al (2008), in their study titled Managing the Customer Perceived Service
Quality for Cellular Mobile Telephone: an Empirical Investigation analyzed that
there is relative importance of service quality attributes and showed that
responsiveness is the most importance dimension followed by reliability,
customer perceived network quality, assurance, convenience, empathy and
tangibles. This would enable the service providers to focus their resources in the
areas of importance. The research resulted in the development of a reliable and
valid instrument for assessing customer perceived service quality for cellular
mobile services.
3. Samuvel, customer satisfaction for cellular services, a study with a reference to
BPL and Aircel mobile phones and services, a published M.Phil. dissertation,
submitted to Bharathiar university, Coimbatore, December 2002
4. Kalpana and Chinnadurai (2006) in their study titled Promotional Strategies of
Cellular Services: A Customer Perspective analyzed that the increasing
competition and changing taste and preferences of the customers all over the
world are forcing companies to change their targeting strategies. The study
revealed the customer attitude and their satisfaction towards the cellular services
in Coimbatore city.
5. Rick (2008): in his study found that companies with sound customer strategies
can use that ultimate loyalty program as a differentiator in an increasingly
muddled market. In an increasingly competitive market, customer loyalty efforts
can play a major part in the attraction of new customers and the retention of
current ones. As consumers' choices expand, the importance of a sound customer


relationship strategy becomes more and more important for the success of the
company.
6. Shikha Ojha (2009) conducted a study on Consumer Awareness of VAS of
Telecom Sector of India. She analyzed the contribution of the mobile phone
services not only at the national or state level, but also its involvement in an
individual's life. She found out that the less number of users are aware of all the
VAS provided by the service providers and thus the companies should focus on
the awareness campaign.
7. Shirshendu Ganguli (2008) conducted a study on Drivers of Customer
Satisfaction in Indian Cellular services Market in which he discussed the impact
of service quality and features on customer satisfaction from the cellular users
viewpoint.
8. J D Power(2009) conducted a study on Customers increasingly want telecom
services and products to be bundled based on responses collected from 11,911
customers nationwide and examined the overall customer satisfaction on six
factors customer service, reliability, billing, image, cost of service, offers &
promotions.
9. Girish Taneja & Neeraj Kaushik (2007) conducted a study on Customers
perception towards Mobile service providers: An analytical study aims to deduce
the factors that customers perceive to be the most important while utilizing the
services of a mobile service provider.

10. Anita Seth (2007) in his study on Quality of service parameters in cellular
mobile communication developed a model of service quality and a set of
dimensions for comparative evaluation which could provide useful directions to
regulators and service providers.


1) Brand selection

The research study tiltled factors affecting the brand decision in the mobile phone
industry in Asia by Liu 2002.This study found that the choice of a cellular phone is
characterized by two attitudes to brands : attitude towards the mobile phone brand on


one hand and attitude towards the network on the other. While price and regularity of
service were found to dominate choice between network providers, choices between
mobile phone brands were affected by new technology features such as memory capacity
and SMS options, more than size. The brand will actually be not towards smaller
phones but towards phones with better capability and larger screen.
2) Consumer satisfaction

This study is conducted by TRAI. It assesses the satisfaction level of consumers
encompassing quality of technical service, quality and operational aspects of gadgets and
social /psychological costs due to unsolicited promotional calls /SMS. The analysis in
this report shows that the consumption behavior of the mobile phone users in Delhi and
covers the aspects like usage pattern of the mobile phone services, assessment of the level
of satisfaction, preference for various attributes and functionalities of gadgets .

3) Consumer behavior
The titled named consumer buying behavior by Martin Tina; Sam Manaberi
[2005] discussed the industrial purchasing stands for more than half of the whole
economic activity in industrialized countries. Therefore it is important to understand how
industries perform buying activities. The telecommunication industry is a fast growing
industry and therefore interesting to investigate. The purpose of this study was to
investigate the characteristics of industrial buying behaviour in the telecommunication
industry. The purpose has been further developed in forms of research questions dealing
with the buying process, buying center and choice criteria. A case study was made with a
customer, to the telecom supplier Ericsson, from the company HI3G Access, also known
as 3. A highly topical company in the third generation telecom networks with Ericsson as
one of their primary suppliers. The conducted telephone interview indicates a swift
buying process, influenced by word of mouth. Additional findings involve a small buying
center, which is mainly controlled by the technical and procurement staff and the
importance of price as a selection criteria as the product is becoming a commodity.

4) Consumer behavior



The article named consumer buying behavior in mobile phone market in Finland by
EMAC conference, Track : New Technologies and E Marketing. The survey conducted
with 397 consumers and looked at their motives to purchase new mobile phones on one
hand and factors

affecting operator choice on the other. The results indicate that while price and properties
were the most influencial factors affecting the purchase of a new mobile phone, price,
audibility and friends operator were regarded as the most important in the choice of the
mobile phone operator. This paper concludes with a discussion of contributions and
purposes ideas for future studies in this under researched area.

5) Customer buying behavior

The project study titled customer buying behavior of mobile phone brands by
Riquelme (2001. She conducted an experiment with 94 consumers to identify the amount
of self knowledge consumers have when choosing between mobile phone brands. The
study was build upon six key attributes like telephone features, connection fee , access
cost , mobile to mobile phone rates call rates and free calls related to mobile phone
purchasing respondents had to importance rate. The research shows that consumers with
prior experience about a product can predict their choices relatively well but customers
tended to overestimate the importance of features, call rates, and free call and
underestimates the importance of a monthly access fee, mobile to mobile phones rates
and the connection fee.
6) Consumer perception
The article titled consumer perception and its choice mobile telecom service provider in
Malaysia,Journal of International Business and Economics, May, 2007 by Ahasanul
Haque, Ali Khatibi, Abdur Raquib, Shameem Al Mahmud. The study aims to find out
what are critical
factors those are playing an important role to select the telecommunication service
provider. Result provides a comprehensive analysis of the important factors for playing
an important role for the customer to select the telecommunication service provider. The
analysis confirms the significant positive relationship of price, service quality, product
quality and availability, and promotional offer for consumer perception. These factors are


expected to have a great role during the time to choose telecommunication service
provider. In conclusion, practitioners can be deriving a better understanding of the
activities that are being played a vital role for the consumer perception.
Consumer
An individual who buys products or services for personal use and not for manufacture or
resale. A consumer is someone who can make the decision whether or not to purchase an
item at the store, and someone who can be influenced by marketing and advertisements

Customer
A person, company, or other entity which buys goods and services produced by another
person, company, or other entity.
Customer service
According to Turban et al customer service is a series of activities designed to enhance
the level of customer satisfaction that is, the feeling that aproduct or service has met the
customer expectation.
The needs, wants and preconceived ideas of a customer about a product or service.
Customer expectation will be influenced by a customers perception of the product or
service and can be created by previous experience, advertising , hearsay, awareness of
competitors and brand image. The level of customer service is also a factor and a
customer might expect to encounter efficiency, helpfulness, reliability, confidence in the
staff and a personal interest in his / her patronage.
Learn to identify and analyze customer needs and problems
Recognize the most common reasons for customer complaints
Discover techniques to cultivate and maintain special customer relationships
Assess your communication style and use two way communication skills to
level with people, to accept feedback from them, and to discuss problems
Identify specific problems in your customer service program and apply treatment.

Customer satisfaction
Customer satisfaction is a measure of how products and services supplied by the
company meet or surpass customer expectation. Satisfaction is a persons feelings of
pleasure or disappointment resulting from comparing a products perceived performance
in relation to his or her expectation.



Encourage face to face dealing
Be friendly and approachable
Respond to messages promptly and keep your client informed
Have a clear defined customer service policy
Attention to detail
Anticipate your clients needs and go out of your way to help them out
Honour your promises
Kano's model of customer satisfaction distinguishes six categories of quality attributes,
from which the first three actually influence customer satisfaction:
1. Basic Factors. (Dissatisfiers. Must have.) - The minimum requirements which
will cause dissatisfaction if they are not fulfilled, but do not cause customer
satisfaction if they are fulfilled (or are exceeded). The customer regards these as
prerequisites and takes these for granted. Basic factors establish a market entry
'threshold'.
2. Excitement Factors. (Satisfiers. Attractive.) - The factors that increase customer
satisfaction if delivered but do not cause dissatisfaction if they are not delivered.
These factors surprise the customer and generate 'delight'. Using these factors, a
company can really distinguish itself from its competitors in a positive way.
3. Performance Factors. The factors that cause satisfaction if the performance is
high, and they cause dissatisfaction if the performance is low. Here, the attribute
performance-overall satisfaction is linear and symmetric. Typically these factors
are directly connected to customers' explicit needs and desires and a company
should try to be competitive here.
4. Indifferent attributes. The customer does not care about this feature.
5. Questionable attributes. It is unclear whether this attribute is expected by the
customer.
6. Reverse attributes. The reverse of this product feature was expected by the
customer.
Five facts for improving productivity
As senior managers, only know about the tip of the iceberg, a small fraction of all
the problems your customers encounter.


Service can be a major marketing tool
Customer problems can cost not only an immediate lost sale, but also future
purchases by that customer and by other customers as a result of negative word-
of-mouth behavior.
We can and must quantify the expected payback from service and/or quality
improvements.
The market transaction (sale) often is not the key point of customer pain and lost
revenue.
DOING THE JOB RIGHT THE FIRST TIME + EFFECTIVE CUSTOMER SERVICE =
MAXIMUM CUSTOMER SATISFACTION/LOYALTY
Customer oriented organization chart
In this pyramid shows customers will be the top most priority and next in importance are
front line people who meet, serve and satisfy customers ; under them are the middle
managers, whose job is to support the front line people so they can serve customers
well and at the base is top management, whose job is to hire and support good middle
managers.


Customer behavior
Customer behavior is to know about the customers way to obtain, use and dispose
products. It's important for marketing to know the customer behavior by using different
strategies. There are so many different ways to influence customers like new products,
promotions, advertisement, good quality and price etc.



Customer behavior analysis is based on consumer buying behaviour, with the customer
playing the three distinct roles of user, payer and buyer. Relationship marketing is an
influential asset for customer behaviour analysis as it has a keen interest in the re-
discovery of the true meaning of marketing through the re-affirmation of the importance
of the customer or buyer. Customer behaviour analysis aims to ultimately improve
business performance through an understanding of past and present customers so as to
determine and identify future customers and their behaviour.
Customer-Focused Marketing
All marketing is done with the customer in mind. Marketing can in fact be referred to as
an on-going conversation occuring between business and customer. It is therefore
necessary for businesses to gain in-depth knowledge of their relative customers so that
the best marketing strategies can be employed in order to attract these potential buyers.
This can effectively be done by performing activities such as customer behaviors analysis
to ensure customer retention. Listed below are a number of tips to aid businesses striving
towards customer retention through marketing efforts:
1. Marketing as a Conversation:
Direct interaction with customers is necessary to essentially find out what it is that they
are wanting. This marketing conversation involves a process running from action -
reaction - feedback - repeat. Businesses need to be willing to take the time to listen to
their customers as this can ensure a business of putting something up for offer which is of
great worth amongst their targeted consumers, and is relative to their particular needs and
desires. It is required for businesses to constantly perform marketing promotion so that
these customers will come back for more. Giving satisfaction to first-time buyers can
prove effective for a business in the long-run for the reason that by giving customers
what they desire the first time round, customer retention is encouraged through this form
of customer loyalty.

2. Active Customers:
Making customers feel as though they are in control is an effective strategy in customer-
focused marketing. This is done by transforming consumers into active customers who
are given the ability to make choices for themselves by actively engaging in promotions
and, hereby, deciding on the best possible products and services their money can buy.


Customer retention is encouraged through this interaction with customers which aids in
customer loyalty. Businesses need to make each and every one of their customers feel
good about themselves by giving them something to do. Therefore, retaining customers
means keeping them happy by keeping them active.

3. Determining Future Customer Behaviour:

This is most effectively done through an analysis of the actual behaviour of past and
present customers. Actual behaviour needs to be differentiated from demographic
behaviours (which are implied consumer characteristics). Actual behaviour is, as such,
better at predicting the future which is done by keeping a watch over the actions
customers perform with regard to online purchases and the products they purchase over
the Internet.
4. Allocating Resources for Marketing:
Businesses need to take their budget into consideration when allocating resources
for promotions. It is well-known amongst businesses that some marketing
activities will generate higher profits than others and data therefore needs to be
created by interacting with customers in order to consequentially identify the most
profitable promotions, which will be delivered to the right customer at the right
time, without wasting time or money. Hereby, effective marketing means
avoiding unprofitable promotion which will as such mean not reaching the right
customers and wasting money.

Customer buying behaviour
Process by which individual search for select, purchase, use and dispose of goods and
services, in satisfaction of their needs and wants.

Types
Minor new purchase these purchases represent something new to a consumer
but in the customers mind is not a very important purchase in terms of need,
money or other reason.


Minor re- purchase these are the most routine of all purchase and often the
consumer returns to purchase the same product without giving much thought to
other product options.
Major new purchase these purchases are the most difficult of all purchase
because the product being purchased is important to the consumer but the
consumer has little or no previous experience making new decisions. The
consumers lack of confidence in making this type of decision often requires the
consumer to engage in an extensive decision making process
Major repurchase the purchase decision are also important to the consumer
feels confident in making these decisions since they have previous experience
purchasing the product
Stages of the Consumer Buying Process
Six Stages to the Consumer Buying Decision Process .


1. Problem Recognition(awareness of need)--difference between the desired state
and the actual condition were deficient? I.E., see a commercial for a new pair of
shoes, stimulates your recognition that you need a new pair of shoes.
2. Information search--
Problem
recognition
Information
search
Evaluation
of
alternetives
Purchase
decision
Purchase
Post
purchase
evaluation


o Internal search, memory.
o External search if you need more information. Friends and relatives (word
of mouth). Marketer dominated sources; comparison shopping; public
sources etc.
3. Evaluation of Alternatives--need to establish criteria for evaluation, features the
buyer wants or does not want.
4. Purchase decision--Choose buying alternative, includes product, package, store,
method of purchase etc.
5. Purchase--May differ from decision, time lapse between 4 & 5, product
availability.
6. Post-Purchase Evaluation--outcome: Satisfaction or Dissatisfaction. Cognitive
Dissonance, have you made the right decision. This can be reduced by warranties,
after sales communication etc.
Buying behavior model
Maslows hierarchy of needs

Gaining a better understanding of customers buying behaviour is based on knowing the
following;
Awareness

Self Actualisation
(self
development,fruitio
n of one's
capabilities

Esteem Needs
(recognition, status)
Social Needs
(sense of belonging, love)
Safety needs
(security, protection)
Physiological Needs
(like hunger and thirst)


Reasons for buying
How often do they buy
Current usage
Reasons for usage
What do they buy?
Where do they like to buy?
Where do they gather their buying information
Are they an exclusive customer?
Customer loyalty
The term customer loyalty is used to describe the behavior of repeat customers, as well as
those that offer good ratings, reviews, or testimonials. Some customers do a particular
company a great service by offering favorable word of mouth publicity regarding a
product, telling friends and family, thus adding them to the number of loyal customers.
Ten ways to build customer loyalty:
1. Communicate: - Whether it is an email newsletter, monthly flier, a reminder card
for a tune up, or a holiday greeting card, reach out to the customers.
2. Customer Service: - Go the extra distance and meet customer needs. Train the
staff to do the same. Customers remember being treated well.
3. Employee Loyalty: - Loyalty works from the top down. If managers are loyal to
the employees, they will feel positively about their jobs and pass that loyalty
along to customers.
4. Employee Training: - Train the employees and interact with customers. Empower
employees to make decisions that benefit the customer.
5. Customer Incentives: - Give customers a reason to return to business.
6. Product Awareness: - Know what y steady patrons purchase and keep those items
in stock.
7. Reliability: - If a purchase will arrive on Wednesday, deliver it on Wednesday. Be
reliable. If something goes wrong, let customers know immediately and
compensate them for their inconvenience.
8. Be Flexible: - Try to solve customer problems or complaints to the best of ability.
9. People over Technology: - The harder it is for a customer to speak to a human
being when he or she has a problem, the less likely it is that you will see that
customer again.


10. Know Their Names: - Remember the theme song to the television show Cheers?
Get to know the names of regular customers or at least recognize their faces.
Customer loyalty model

This model is developed by Schelsinger and Heskett (1991). In this model explains that
effort spent in selecting and training employees and creating a corporate culture in which
they are empowered can lead to increased employee satisfaction and employee
competence. This will likely result in superior service delivery and customer satisfaction.
This in turn will create customer loyalty, improved sales levels and higher profit margins.

Essentials of customer care
1) Encourage employees to deliver high-quality customer care.
Make sure employees have good basic communication skills.
Train employees in job-specific skills.
Train all relevant personnel how to answer and deal with telephone calls.
Make sure employees can handle complaints effectively.


They should apologise, be sympathetic, listen, establish the facts, agree what to
do and then do it
2) Think of ways to make life easier for customers.
Try to save the customer inconvenience.


Exceed your customers expectations.
Keep customers informed about any problems, and make it easy for them to
contact
Use your website to give customers the services and information they want.

3) Use appropriate technology.
A good database system can help you record, organise and plan your contact
with customers.
Make sure information from your website can be transferred to your main
database.
Contact management software may be a useful tool if you have a lot of high-
value customer accounts.
Company will need to explain the advantages of the system to employees, and
provide training and incentives for use.

4) Give customers a personalised service.
A common way to achieve this is by giving each customer an account manager.
Personalise all communication.
Personalise the email addresses of customer-facing employees


If use computerised telephone systems, give customers the option of talking to an
operator at any time.
Customer retention
Customer Retention is the activity that a selling organization undertakes in order to
reduce customer defections. Successful customer retention starts with the first contact an
organization has with a customer and continues throughout the entire lifetime of a
relationship. A companys ability to attract and retain new customers, is not only related
to its product or services, but strongly related to the way it services its existing customers
and the reputation it creates within and across the marketplace.
Customer retention rate: -- The customer retention rate refers to the number of customers
lost over a period of time. It is normally calculated by the percentage of lost customers


versus existing customers over a quarterly or annual period, without tallying new
customer acquisitions
Customer life time value
Customer lifetime value enable an organization to calculate the net present value of the
profit an organization will realize on a customer over a given period of time. Retention
Rate is the percentage of the total number of customers retained in context to the
customers that approached for cancellation.
Customer perception
Perception is the process of selecting, organizing and interpreting information inputs to
produce meaning. IE we chose what info we pay attention to, organize it and interpret it.
Information inputs are the sensations received through sight, taste, hearing, smell and
touch.
Selective Exposure-select inputs to be exposed to our awareness. More likely if it
is linked to an event, satisfies current needs, intensity of input changes (sharp
price drop).
Selective Distortion-Changing/twisting current received information, inconsistent
with beliefs.
Selective Retention-Remember inputs that support beliefs, forgets those that don't.

Factors influencing perception



























CHAPTER III
COMPANY PROFILE


































Vodafone Group Plc is the world's leading mobile telecommunications company, with a
significant presence in Europe, the Middle East, Africa, Asia Pacific and the United States
through the Company's subsidiary undertakings, joint ventures, associated undertakings and
investments. The Group's mobile subsidiaries operate under the brand name 'Vodafone'. In
the United States the Group's associated undertaking operates as Verizon Wireless. During
the last two financial years, the Group has also entered into arrangements with network
operators in countries where the Group does not hold an equity stake. Under the terms of
these Partner Network Agreements, the Group and its partner networks co-operate in the
development and marketing of global services under dual brand logos.
At 31 March 2009, based on the registered customers of mobile telecommunications
ventures in which it had ownership interests at that date, the Group had 303 million
customers, excluding paging customers, calculated on a proportionate basis in accordance
with the Company's percentage interest in these ventures.
The Company's ordinary shares are listed on the London Stock Exchange and the
Company's American Depositary Shares ('ADSs') are listed on the New York Stock
Exchange. The Company had a total market capitalisation of approximately 66.9 billion at
18 May 2009.
Vodafone Group Plc is a public limited company incorporated in England under registered
number 1833679. Its registered office is Vodafone House, The Connection, Newbury,
Berkshire, RG14 2FN, England.


2.2 ORGANIZATION STRUCTURE

VODAFONE has been divided into 4 different Strategic Business Units (SBUs) which
comprise and confer major chunk of revenues for the organisation.



These SBUs are as follows:

- EBG - CMBU
- EHNI - ABU

EBG Enterprise Business Group offers services and solutions to various corporate such as
VoIP, Post Paid (IOIP, COCP) etc.

EHNI and SME Enterprise High Network Individuals and Small and Medium Enterprises
offers post paid connections to high network individuals and small enterprises. Having a
high demand, Post paid forms a major chunk of revenues for VODAFONE throughout
India.

CMBU Consumer Market Business Unit offers prepaid connections to the individuals.
CMBU along with EHNI gives huge edge to VODAFONE in its category.

ABU Access Business Unit is one of the most important Strategic Business Units of
VODAFONE. ABU along with the cities and towns caters rural India. ABU played an
essential in setting an organized PTB industry within India.



2.3. LIST OF KEY MANAGEMENT PERSONNEL







2.4 CURRENT SALES, PRODUCT MIX
The Essar 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, and Projects. Essar has a presence in more than 15 countries
worldwide.
With a firm foothold in India, the Essar Group has been focusing on global expansion
with projects and investments in Europe, North America, the Caribbean, Africa, the
Middle East and South East Asia. Privately owned and professionally managed, the
Group is judiciously invested in the commodity, annuity and services businesses.
Forward and backward integration, as well as the use of state-of-the-art technology and
in-house research and innovation have made Essar a leading player in each of its
businesses. Essars abiding philosophy is to be a low cost, high quality, technology


driven group with innovative customer offerings. The Essar Group was founded in 1969
by brothers Shri Shashi Ruia and Shri Ravi Ruia. The Ruia familys origins are in
Rajasthan. Sometime in the 19th century, it moved to Mumbai and set up its own
business. In 1956, Shri Nandkishore Ruia, father to Shri Shashi and Ravi Ruia, moved to
Chennai, capital of the south Indian state of Tamil Nadu, to begin independent business
activities. He mentored his two sons in the intricacies of business. When Shri
Nandkishore Ruia passed away in 1969, the brothers laid the foundation of the Group.
The Essar Group began its operations with the construction of an outer breakwater in
Chennai port. It quickly moved to capitalize on every emerging business opportunity,
becoming Indias first private company to buy a tanker in 1976. The Group also invested
in a diverse shipping fleet and oil rigs, when the Government of India opened up the
shipping and drilling businesses to private players in the 1980s. Then, in the 1990s, Essar
began its steelmaking business by setting up Indias first sponge iron plant in Hazira, a
coastal town in the western Indian state of Gujarat. The Group went on to build a pellet
plant in Visakhapatnam and eventually a fully integrated steel plant in Hazira.
Through the 1990s, with the gradual liberalization of the Indian economy, Essar seized
every opportunity that came its way. It diversified its shipping fleet, started oil & gas
exploration and production, laid the foundation of its oil refinery at Vadinar, Gujarat, and
set up a power plant near the steel complex in Hazira. The Construction business helped
the Group build most of its business assets. Essar also entered the GSM telephony
business, establishing Indias first mobile phone service in Delhi (branded Essar
Cellphone) with Swiss PTT as the joint venture partner. The 21st century for the Essar
Group has been all about consolidating and growing the businesses, with M&As, new
revenue streams and strategic geographical expansion.
2.5 MARKET POSITION

Some interesting facts about zoozoos:
On first look, these zoo zoos in vodafone tv ads may resemble animated cartoon
characters with an alien look or simply a stupid egg-head character with disproportional
white bodies and black dots for eyes and mouth.
But the interesting part is that zoo zoos are not animated characters but are actually slim
women actors from local mumbai theatres, dressed in white costumes that are stuffed
with foam to portray the characters.


These characters are named zoo zoos, and are created by o&m. These ads were directed
by prakash varma and were launched during the ongoing ipl 2 series.
They are human beings who were made to wear body suits. the design of the characters
is such that one gets fooled into thinking it is animation, shrugs rao, which was indeed
the very illusion that had to be created. in a sense, it is live animation! He quips,
referring to the fact that it was all shot live.
To create large heads they used a material called perspex, which was again stuffed with
foam. Also, they casted only women and children to play the zoo zoos so that the thin
hands and legs made the heads look even bigger.
ADVERTISING PLAN OF THE VODAFONE
Vodafones partnership with mclaren mercedes series:
As title sponsor and official mobile partner of the vodafone mclaren mercedes team,
vodafone is raising its association with formula 1 to the ultimate level. We
have committed to a long-term agreement, starting in 2010. The sponsorship
demonstrates vodafones ongoing commitment to the formula 1 world championship, a
sport which continues to deliver massive global television coverage and which has
significant appeal for vodafones consumer and business customers around the world.
The title sponsorship including the team name vodafone mclaren mercedes and official
mobile partner of the team gives vodafone; dominant title sponsorship branding on the
cars, drivers' and pit crews' overalls and helmets.
As we enter into this exciting new partnership the associative rights acquired provide
unique opportunities that will continue to raise brand awareness through the team name
and branding. The team partnership delivers a powerful integrated marketing platform
through advertising, hospitality, mobile content, handset offers and promotions and
through innovative activation will encourage preference and loyalty amongst vodafones
customers.

Vodafone with uefa champions league:
Vodafone is in its second season as official partner and official mobile network of the
uefa champions league, the world's largest annual football competition.

Vodafone is delighted to be at the forefront of europes premier club competition. After
the successes of last season's uefa champions league sponsorship and the agreements


announced in april to sponsor the uefa cup final and uefa super cup, vodafone is looking
forward to strengthening its position as a brand passionate about the beautiful game. The
uefa champions league is the world's greatest club football competition. During nine
months of every year, europes top 32 clubs battle it out for the trophy that proves they're
the best of the best. It's a sponsorship that delivers considerable value to vodafone and is
highly relevant to most of the vodafone operating companies. Football is the most
popular sport in the world. Huge numbers of vodafone customers are passionate about
football - and sponsorships help to convert this passion into a business relationship.
The partnership enables vodafone to deliver content including video highlights packages
and goal alerts from all uefa champions league matches to football fans on the vodafone
live! With 3g consumer service.
Vodafone tie-up with radio channel fever 104:
Vodafone tied up with radio channel fever 104 wherein the channel provides with cash
prizes of upto 1 lakh or more which is another promotion strategy adopted by vodafone
which was a success.

Vodafone sponsor of england cricket team:
As our sponsorship of the england cricket team comes to a close, weve got an impressive
line up to celebrate the 12th and final year of the partnership. This summer england will
once again embark on the quest for victory in the ultimate test of any england cricketer as
they take on australia in the npower ashes series; and as a vodafone customer, you can be
with us the whole way.
Vodafone soundbites
Vodafone sound bites explore every aspect of the global music scene. Featuring
international artists interviews at gigs and festivals, bands fantasy group line-ups, pre-
show rituals and performers describing their first time on stage, the programme brings an
authentic behind the scenes insight into the world of music.
Vodafone sound bites is available on tv, via a website (www.mtv-
vodafonesoundbites.com) and on mobile (wap.mtv-vodafonesoundbites.com) as a series
of twenty one, three minute shows. The website and mobile service carry additional
footage, as well as editorial and news elements.


Uniquely the programme is available in seven languages on mtv in germany, hungary, the
netherlands, portugal, romania, spain, turkey, the uk and ireland, australia, new zealand
and on the mtv european feed, covering sixteen countries!
Efforts taken to boost sales by vodafone (the zoo zoo series):
vodafones new series of advertisements feature lovable white, large-headed creatures
that have attracted more than 28,500 fans on face book. they are so cute, they remind
me of casper who was my favourite cartoon.



But for all those who think the zoo zoos are animated, heres the shocker: they are real
people in costume. Rajiv rao, executive creative director (south asia) of ogilvy & mather,
the agency that handles vodafone advertisements, said: we wanted to make real people
look as animated as possible. Bangalore-based nirvana films shot the ads in cape town,
south africa, just in time for ipl. Said prakash verma, nirvanas owner and director of the
zoozoo campaign: our actors were small-bodied, thin women covered in layers of white
fabric. Each facial expression was made of rubber and pasted on the actors. In about 10
days, o&m completed the campaign shooting two-three films a day, each selling a
product or a service offered by vodafone. A dozen more films are expected as the league
progresses. The characters, which look like distant cousins of the pillsbury dough boy,
were enacted by professional ballet artists in white body suits. what makes them so
endearing is that they are innocent people living in a simple world unlike ours, who laugh
loud when they laugh. And who seem to be in an in-between world of animation and
reality, said mr. Rajiv rao, executive creative director, o&m. A film shot at 20 frames


per second made the zoo zoos movements hurried and comical. Of the 29 different zoo
zoo ads created for the ipl, there will be a new one everyday.





2.6 DIRECT COMPETITORS

Vodafone
TATA

2.7 FUTURE PLANS


4PS OF MARKETING MIX :
Product
Price
Place
Promotion.

PRODUCT :
Vodafone having good range of services. Vodafone provides both postpaid and prepaid
services. Vodafone having good quality network which provides clarity in voice.
PRICE :
It having attractive tariff plan: Vodafone having 1paisa /sec it is applicable for
both prepaid and postpaid.
PLACE
It having good range of channels of distribution: As Tata already exist in this field of
telecommunications as Tata Indicom. It has wide range of channels of distribution to sell
Vodafone services.


PROMOTION :
Advertising: Vodafone following different style of advertising pattern in TVs
and newspapers. Due to that reason it was reaching public very fast.

ADVERTISING MEDIA CHANNELS :
India - Vodafone, the youngest among telecom players in India to offer GSM, is
Presently banking on its services to garner visibility and a share in the telecom pie.
The launch of Vodafone also announced the intention of the brand to associate with the
thought 'do'. Vodafone, for the first time in the country, offered pay-per-second billing;
though other telecom providers have followed suit since.
The company has carried out a few adverts that highlight the brand's unique features and
some other topical advertising during Ganesh Chaturthi and Diwali.
The latest from the GSM provider is the 'Friendship Express' TVC. The ad opens inside
train, where everyone is doing their own thing. A couple of the travelers don't like the
solemn mood and start humming the Docomo tune. Slowly and steadily, others pitch in
and soon most of the train is singing along. The ad ends with the super, 'Why walk alone
when we can dance together'.


SWOT ANALYSIS
STRENGTH
WEAKNESS
OPPORTUNITIES
THREATS

STRENGTHS:-
First to introduce seconds tariff plan (seconds pulse)
Good brand image of Tata services
Having large variety of plans
Plans are affordable by any common person.
TYPE :
Pulse rate 1 sec
Price pack Rs.49
Validity life long
CALL RATES:
Local rates paisa/sec
Vodafone 1
Tata CDMA 1
Other GSM 1
Landline/CDMA 1
STD rates
Vodafone 2
Tata CDMA 2
Other GSM 2
WEAKNESS:-
Signal strength.
Postpaid connections are not available as of now.
Customer services are not satisfactory.
Concentrating only on rural areas.
OPPORTUNITIES:-
Have a great opportunity to expand its services.
To introduce any new plans for internet users.


Introduce 3G compatible services.
To introduce new combined plans like, SMS, Internet, Calling integrated offers.
THREATES:-
If signal strength is not increased it may lead to change in the network service by the
customers.
Tata has to clarify whether this 1ps/sec will continue till its lifecycle.
Heavy competition from all other network providers.




The Company is a part of Vodafone , and is India's leading provider of
telecommunications services. The businesses at Bharti Vodafone have been structured
into three individual strategic business units (SBUs) - mobile services, broadband &
telephone services (B&T) & enterprise services. The mobile services group provides
GSM mobile services across India in 23 telecom circles, while the B&T business group
provides broadband & telephone services in 90 cities. The Enterprise services group has
two sub-units - carriers (long distance services) and services to corporate. All these
services are provided under the Vodafone brand. Its include

Voice Services
Mobile Services
Satellite Services
Managed Data & Internet Services
Managed e-Business Services

Voice Services
Bharti Vodafone became the first private fixed-line service provider in India. It is now
promoted under the Vodafone brand. Recently, the Government opened the fixed-line
industry to unlimited competition. Vodafone has subsequently started providing fixed-
line services in the four circles of Delhi, Haryana, Madhya Pradesh, Karnataka, Tamil
Nadu & UP (West).
Vodafone Services believes that these circles have high telecommunications potential,


especially for carrying Voice & Data traffic. These circles were strategically selected so
as to provide synergies with Vodafone long distance network and Vodafone extensive
mobile network.
Vodafone Services, India's premium telecommunication service, brings to you a whole
new experience in telephony. From integrated telephone services for Enterprises and
small business enterprises to user-friendly plans for Broadband Internet Services (DSL),
we bring innovative, cost-effective, comprehensive and multi-product solutions to cater
to all your telecom and data needs.

Voice - Product Portfolio
Vodafone Services telephone services go beyond basic telephony to offer our users a
whole host of Value Added Services as well as premium add-ons. Each telephone
connection from Vodafone Services is backed by a superior fibre-optic backbone for
enhanced reliability and quality telephony. Few of the Value Added Services offered are
Calling Line Identification, Three Party Conferencing, Dynamic Lock, Hunting Numbers,
and Parallel Ringing etc.
Vodafone Services Voice Services provide Free Dial-up Internet access that is bundled
along with your Telephone connection from Vodafone . Its fast, reliable and gives you
unlimited Internet access.




Mobile Services
Vodafone mobile footprint extends across the country in 21 telecom circles. Its service
standards compare with the very best in the world. In fact, thats how Bharti has managed
to win the trust of millions of customers and makes it one of the top 5 operators in the
world, in terms of service and subscriber base.
The company has several Firsts to its credit:

The First to launch full roaming service on pre-paid in the country.

The First to launch 32K SIM cards.

The First in Asia to deploy the multi band feature in a wireless network for efficient


usage of spectrum.

The First to deploy Voice Quality Enhancers to improve voice quality and acoustics.

The First telecom company in the world to receive the ISO 9001:2000 certification
from British Standards Institute






Satellite Services

Vodafone Services provides you connectivity where ever you take your business Our
Satellite Services bring you the benefits of access in remote locations. Vodafone Services
is a leading provider of broadband IP satellite services and DAMA/PAMA services in
India. Our solutions support audio, video and voice applications on demand.
Satellite Services include :


PAMA/DAMA

BIT - Internet

VPN

Satellite based IPLCs for redundancy reasons


Managed Data & Internet Services




Vodafone Services brings you a comprehensive suite of data technologies. So we are able
to support all types of networks and ensure our customers can migrate their network to
the future seamlessly. Our Managed Data & Internet services make our customers future
proof.
Managed Data & Internet Services include :


MPLS

ATM

FR

Internet

IPLC

Leased Lines

Customised Solutions

International Managed Services

Metro Ethernet



Managed e-Business Services

Vodafone Enterpirse Services, offers an internationally benchmaked, carrier class
hosting, storage and business continuity services.
A range of services that help to keep your business running the way you want- 24x7.
Thanks to our world-class high tech Data Centres.
Managed e-Business Services include :


Co-lo: Dedicated and Shared

BCRS Services

Web hosting















































RESEARCH METHODOLOGY




Scope of the thesis work
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.
Research Design:
According to Claire Seltiz, a research design is the arrangement of condition and
analysis of data in manner that aims to combine relevance to the research purpose with
economy in procedure.
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

PRIMARY DATA-
It include direct contact with the General Manager, Questionnaire, interview with
project Manager and general manager with subordinates.

TOOL USED-
Excel sheet, pie chart, and histogram
SAMPLING METHOD
Non-probability convenience sampling



























CHAPTER-IV

ANALYSIS AND FINDINGS








Key Findings, Results and Discussion:
In order to understand the various factors affecting the choice of service
providers factor analysis was conducted. After Studying analysis we came up with six
major components namely relative advantage, facility seekers, brand conscious, rational
buyer, influencers and opinion seekers.
On seeing through screen plot graph of the output, it is found that screen plot
starts from the 6
th
point onwards. So true numbers of factors are Component 1,
Component 2, Component 3.... Component 6.










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.











FINDINGS AND INFERENCES

It is found that Vodafone is the first company to launch prepaid 1 pec. p/sec.
services in the country.
The call rates are found to be at par with the other competitors.
The availability of the recharge voucher was found good. But some time it is not
available.
Most of the respondents found the customer care service is not satisfactory.
Nearly all the respondents told that Quick Problem Solving is desirable quality in
the customer care Executives.
The queries and problem of the customer were solved but not immediately, there
is a scope for improvement.
More stress was given on customer acquisition then satisfying the Existing
customers.
While conducting a survey it was found that still many people are not aware of
the term GSM and CDMA even they basic difference between them.
The voise clarity of GSM is batter than CDMA. When CDMA phones are near
any digital or magnetic instrument the poor crack due to interference and also
cross connection problems are faced by some of the users.


GSM users are satisfied with good coverage strength anywhere.
Many people who are interested in internet connectivity and data transfer services
get attracted to GSM . As internet connectivity and data transfer is cheaper with
GSM.
It is found that international roaming facility is not so good as is should be.
Supplementary facilities like call wait call forward, call hold, call divert, call
conference is satisfied the users.
It is found that overall performance of GSM technology is good.









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 prompt 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 various graphs and 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 vary 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.















APPENDICES




Bibliography

1. Dr Kothari C R (2008) Research Methodology: Methods and Techniques Wishwa
Prakashan Publishers ,Delhi
2. Philip Kotler and Kevin Lane Keller (2005), Marketing Management Twelfth
Edition, Prentice Hall, Delhi.
3. Liu, Vol 4, (2002) Factors affecting the brand decision in the mobile phone
industry in Asia, Journals of Marketing
4. Martin Tina; Sam Manaberi, Vol 2 [2005] consumer buying behavior, Indian
Journals
5. Jim Blythe (1999) The Essence of Consumer Behaviour , Prentice Hall PTR
6. The ICFAI Journals of Service Marketing (March 2008) Vol. 6,No.1, pp. 40 50,
India.
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