CONTENTS

 

Introduction: History:

 Ownership:  Customer Satisfaction  SWOT Analysis

Research Methodology

 RESEARCH DESIGN:  Data Collection and Sampling:  Sampling Plan:  Data Analysis and Interpretation  Findings & Conclusions  Conclusion  Bibliography

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 5 continents. On this measure, it is the second largest mobile telecom group in the world behind China Mobile. In the United States, Vodafone owns 45% of Verizon Wireless.

Mission:
Vodafone is primarily a user of technology rather than a developer of it, and this fact is reflected in the emphasis of our work program on enabling new applications of mobile communications, using new technology for new services, research for improving operational efficiency and quality of our networks, and providing technology vision and leadership that can contribute directly to business decisions.

Vision:
Our Vision is to be the world’s mobile communication leader – enriching customers’ lives, helping individuals, businesses and Communities be more connected in a mobile world.

History:
In 1982 Racal Electronics plc's subsidiary Racal Strategic Radio Ltd. won one of two UK cellular telephone network licenses. The network, known as Racal Vodafone was 80% owned by Racal, with Millicom and the Hambros Technology Trust owning 15% and 5% respectively. Vodafone was launched on 1 January 1985. Racal Strategic Radio was renamed Racal Telecommunications Group Limited in 1985. On 29 December 1986 Racal Electronics bought out the minority shareholders of Vodafone for GB£110 million. In September 1988 the company was again renamed Racal Telecom and on 26 October 1988 Racal Electronics floated 20% of the company. The flotation valued Racal Telecom at GB£1.7 billion On 16 September 1991 Racal Telecom was demerged from Racal Electronics as Vodafone Group. In July 1996 Vodafone acquired the two thirds of Talkland it did not already own for £30.6 million. On 19 November 1996, in a defensive move, Vodafone purchased Peoples Phone for £77 million, a 181 store chain whose customers were overwhelmingly using Vodafone's network. In a similar move the company acquired the 80% of Astec Communications that it did not own, a service provider with 21 stores. In 1997 Vodafone introduced its Speech mark logo, as it is a quotation mark in a circle; the O's in the Vodafone logotype are opening and closing quotation marks, suggesting conversation. On 29 June 1999 Vodafone completed its purchase of AirTouch Communications, Inc. and changed its name to Vodafone Airtouch plc. Trading of the new company commenced on 30 June 1999. To approve the merger, Vodafone sold its 17.2% stake in E-Plus Mobilfunk. The acquisition gave Vodafone a 35% share of Mannesmann, owner of the largest German mobile network.

Vodafone’s original logo used until the introduction of the speech mark logo in 1998.

On 21 September 1999 Vodafone agreed to merge its U.S. wireless assets with those of Bell Atlantic Corp to form Verizon Wireless. The merger was completed on 4 April 2000. In November 1999 Vodafone made an unsolicited bid for Mannesmann, which was rejected. Vodafone's interest in Mannesmann had been increased by the latter's purchase of Orange, the UK mobile operator. Chris Gent would later say Mannesmann's move into the UK broke a "gentleman's agreement" not to compete in each other's home territory. The hostile takeover provoked strong protest in Germany and a "titanic struggle" which saw Mannesmann resists Vodafone's efforts. However, on 3 February 2000 the Mannesmann board agreed to an increased offer of £112bn, then the largest corporate merger ever. The EU approved the merger in April 2000. The conglomerate was subsequently broken up and all manufacturing related operations sold off. On 28 July 2000 the Company reverted to its former name, Vodafone Group Plc. In April 2001 the first 3G voice call was made on Vodafone United Kingdom's 3G network. In 2001 the Company took over Eircell, then part of eircom in Ireland, and rebranded it as Vodafone Ireland. It then went on to acquire Japan's third-largest mobile operator JPhone, which had introduced camera phones first in Japan. On 17 December 2001 Vodafone introduced the concept of "Partner Networks" by signing TDC Mobil of Denmark. The new concept involved the introduction of Vodafone international services to the local market, without the need of investment by Vodafone. The concept would be used to extend the Vodafone brand and services into markets where it does not have stakes in local operators. Vodafone services would be marketed

under the dual-brand scheme, where the Vodafone brand is added at the end of the local brand. (i.e., TDC Mobil-Vodafone etc.) In February 2002 Finland was added into the mobile community, as Radiolinja is signed as a Partner Network. Radiolinja later changed its named to Elisa. Later that year the Company rebranded Japan's J-sky mobile internet service as Vodafone live! and on 3 December 2002 the Vodafone brand was introduced in the Estonian market with signing of a Partner Network Agreement with Radiolinja (Eesti). Radiolinja (Eesti) later changed its name to Elisa. On 7 January 2003 the Company signed a group-wide Partner agreement with mobilkom Austria. As a result, Austria, Croatia, and Slovenia were added to the community. In April 2003 Og Vodafone was introduced in the Icelandic market and in May 2003 Vodafone Italy (Omnitel Pronto-Italia) was rebranded Vodafone Italy. On 21 July 2003 Lithuania was added to the community, with the signing of a Partner Network agreement with Bitė. In February 2004 Vodafone signed a Partner Network Agreement with Luxembourg's LuxGSM and a Partner Network Agreement with Cyta of Cyprus. Cyta agreed to rename its mobile phone operations to Cytamobile-Vodafone. In April 2004 the Company purchased Singlepoint airtime provider from John Caudwell (Caudwell Group) and approx 1.5million customers onto its base for £405million, adding sites in Stoke on Trent (England) to existing sites in Newbury (HQ), Birmingham, Warrington and Banbury. In November 2004 Vodafone introduced 3G services into Europe. In June 2005 the Company increased its participation in Romania's Connex to 99% and also bought the Czech mobile operator Oskar. On 1 July 2005 Oskar of the Czech Republic was rebranded as Oskar-Vodafone. Later that year on 17 October 2005 Vodafone Portugal launched a revised logo, using new text designed by Dalton Maag, and a 3D version of the Speech mark logo, but still retaining a red background and white writing (or vice versa). Also, various operating companies started to drop the use of the SIM card pattern in the company logo. (The rebranding of Oskar-Vodafone and Connex-

for $4. Telsim. After the sale. On 28 October 2005 Connex in Romania was rebranded as Connex-Vodafone and on 31 October 2005 the Company reached an agreement to sell Vodafone Sweden to Telenor for approximately €1 billion. In 2006 the Company rebranded its Stoke-on-Trent site as Stoke Premier Centre. All cancellations and upgrades started to be dealt with by this call centre. who was appointed the honorary post Chairman for Life in 2003. In April 2006 the Company announced that it has signed an extension to its Partner Network Agreement with BITE Group.Vodafone also does not use the SIM card pattern.) A custom typeface by Dalton Maag (based on their font family InterFace) formed part of the new identity. Sir Christopher Gent. On 24 July 2006 the respected head of Vodafone Europe. sales and credit control. also adopting the new logo. In 1 February 2006 Oskar Vodafone became Vodafone Czech Republic. quit . Bill Morrow.5 billion. it reported one-off costs of £23. adopting the revised logo and on 22 February 2006 the Company announced that it was extending its footprint to Bulgaria with the signing of Partner Network Agreement with Mobiltel. On 12 March 2006 former chief.9 billion) and plans to cut 400 jobs. On 30 May 2006 Vodafone announced the biggest loss in British corporate history (£14. a centre of expertise for the company dealing with Customer Care for its higher value customers. which is part of mobilkom Austria group. technical support. In December 2005 Vodafone won an auction to buy Turkey's second-largest mobile phone company. On 5 January 2006 Vodafone announced the completion of the sale of Vodafone Sweden to Telenor. Also in April 2006 Vodafone Sweden changed its name to Telenor Sverige AB and Connex-Vodafone became Vodafone Romania. In December 2005 Vodafone Spain became the second member of the group to adopt the revised logo: it was phased in over the following six months in other countries.5 billion due to the revaluation of its Mannesmann subsidiary. On February 2006 the Company closed its Birmingham Call Centre. enabling its Latvian subsidiary "BITE Latvija" to become the latest member of Vodafone's global partner community. quits following rumours of boardroom rifts. Vodafone Sweden became a Partner Network.

Swisscom would still be part of the community as a Partner Network. In June 2007 the Vodafone live! Mobile Internet portal in the UK was relaunched. an enterprise applications systems integrator in the UK. a service with Windows Live Messenger and Yahoo! Messenger. The agreement adds Russia. and Uzbekistan to the group footprint. On 5 October 2006 Vodafone announced the first single brand partnership with Og Vodafone which would operate under the name Vodafone Iceland and on 19 December 2006 the Company announced the sale of its 25% stake in Switzerland's Swisscom for CHF4. Ukraine. On 17 April 2008 Vodafone extended its footprint to Serbia as VIP mobile was added to the community as a Partner Network and on 20 May 2008 the Company added VIP Operator as a Partner Network thereby extending the global footprint to Macedonia. On 1 August 2007 Vodafone Portugal launched Vodafone Messenger. Armenia. non-equity partnership with MTS group of Russia. Proximus was still part of the community as a Partner Network.8 billion). On 1 May 2007 Vodafone added Jersey and Guernsey to the community. as Airtel was signed as Partner Network in both crown dependencies. signaling Vodafone's intent to grow a significant presence and revenues in the ICT marketplace. After the deal. . Finally in December 2006 the Company completed the acquisition of Aspective. In May 2008 Kall of the Faroe Islands rebranded as Vodafone Faroe Islands. the company announced a strategic. On 30 October 2008.25 billion (£1. Front page was now charged for and previously "bundled" data allowance was removed from existing contract terms. After the deal.unexpectedly and on 25 August 2006 the Company announced the sale of its 25% stake in Belgium's Proximus for €2 billion. All users were given access to the "full" web rather than a Walled Garden and Vodafone became the first mobile network to focus an entire media campaign on its newly launched mobile Internet portal in the UK. Turkmenistan. Early in January 2007 Telsim in Turkey adopted Vodafone dual branding as Telsim Vodafone and on 1 April 2007 Telsim Vodafone Turkey dropped its original brand and became Vodafone Turkey.

previously Hutchison Essar is a cellular operator in India that covers 21 telecom circles in India. Despite the official name being Vodafone Essar. Vodafone Essar provides 2G services based on 900 MHz and 1800 MHz digital GSM technology.5) VODAFONE ESSAR 2. It offers both prepaid and postpaid GSM cellular phone coverage throughout India and is especially strong in the major metros. its products are simply branded Vodafone.5. offering voice and data services in 22 of the country's 23 licence areas.1) Introduction: Vodafone Essar.2. .

2) Ownership: Vodafone Essar is owned by Vodafone 52%. Hinduja Group. Essar Group 33%. and Essar Group. which is the owner of the remaining 33%.5. On February 11. Vodafone agreed to acquire the controlling interest of 67% held by Li Ka Shing Holdings in Hutch-Essar for US$11.2. and other Indian nationals. 15%. The whole company was valued at USD 18.8 billion. 2007. pipping Reliance Communications. The transaction closed on May 8. 2007.1 billion. .

Vodafone Essar sources said there would be no discounts or subsidized handset offers -. Incidentally. Vodafone penned a global low-cost handset procurement deal with ZTE . consolidating its services under a single identity. Hutchison. On September 20. Along with the transition. 2007 Hutch becomes Vodafone in one of the biggest brand transition exercises in recent times. cheap cell phones have been launched in the Indian market under the Vodafone brand. the brand was marketed as Hutch. However. is expected to provide several Vodafone handsets in India. the industry is abuzz that prices might start at Rs 666. A popular daily quoted a Vodafone Essar director as saying that "the objective is to leverage Vodafone Group's global scale in bringing millions of low-cost handsets from across-the-world into India. the company was rebranded as Vodafone Essar. After getting the necessary government approvals with regards to the acquisition of a majority by the Vodafone Group. Earlier this year. Hutch Essar re-launched the "Hutch" brand nationwide. China's ZTE." While there is no revealing the prices of the low-cost Vodafone handsets.2. The Company entered into agreement with NTT DoCoMo to launch i-mode mobile Internet service in India during 2007. reflecting the name of its previous owner. Vodafone Essar is spending somewhere in the region of Rs 250 crores on this highprofile transition being unveiled today.6) Previous brands: In December 2006. The marketing brand was officially changed to Vodafone on 20 September 2007. The company used to be named Hutchison Essar.rather handset-bundled schemes for customers. There are plans to launch co-branded handsets sourced from global vendors as well. undercutting Reliance Communications' muchhyped 'Rang Barse' with cheap handsets beginning at Rs 777. which is looking to set-up a manufacturing unit in the country. Meanwhile.

Conceptual Framework .

care should be taken in the effort of quantitative measurement. Because satisfaction is basically a psychological state. The level of satisfaction can also vary depending on other options the customer may have and other products against which the customer can compare the organization's products.2) Measuring customer satisfaction Organizations are increasingly interested in retaining existing customers while targeting non-customers. customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. a business term. The state of satisfaction depends on a number of both psychological and physical variables which correlate with satisfaction behaviors such as return and recommend rate. measuring customer satisfaction provides an indication of how successful the organization is at providing products and/or services to the marketplace. 3.Customer Satisfaction 3. In a competitive marketplace where businesses compete for customers. is a measure of how products and services supplied by a company meet or surpass customer expectation. although a large quantity of research in this area has . It is seen as a key performance indicator within business and is part of the four perspectives of a Balanced Scorecard. Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the state of satisfaction will vary from person to person and product/service to product/service. There is a substantial body of empirical literature that establishes the benefits of customer satisfaction for firms.1) Introduction: Customer satisfaction.

Efficiency. 3. This provides the measurer with a satisfaction "gap" which is objective and quantitative in nature. Vodafone achieved a satisfaction index of 74.Vodafone obtained the highest customer satisfaction index in the telecommunications sector in 2007. The usual measures of customer satisfaction involve a survey with a set of statements using a Likert Technique or scale. Zeithaml and Berry as two different measures (perception and expectation of performance) into a single measurement of performance according to expectation. according to annual results published by Anacom. Timeliness. the highest score of all the companies in the Portuguese telecommunications market and considerably above the sector average of 67.4 (on a scale of 0 to 100).recently been developed.6. The customer is asked to evaluate each statement and in term of their perception and expectation of performance of the organization being measured. Front line Service Behaviors. customer satisfaction equals perception of performance divided by expectation of performance. Value. . These factors are emphasized for continuous improvement and organizational change measurement and are most often utilized to develop the architecture for satisfaction measurement as an integrated model. Brodeur between 1990 and 1998 defined ten 'Quality Values' which influence satisfaction behavior. Work done by Berry. These ten domains of satisfaction include: Quality. Work done by Cronin and Taylor propose the "confirmation/disconfirmation" theory of combining the "gap" described by Parasuraman. Zeithaml and Berry between 1985 and 1988 provides the basis for the measurement of customer satisfaction with a service by using the gap between the customer's expectation of performance and their perceived experience of performance. Work done by Parasuraman.3) Vodafone had highest customer satisfaction index in 2007 Lisbon. 25 August 2008 . Ease of Access. According to Garbrand. further expanded by Berry in 2002 and known as the ten domains of satisfaction. Environment. Interdepartmental Teamwork. Commitment to the Customer and Innovation.

Vodafone comes top in all the indicators for perceived quality of network and services: technical quality of the network (8. quality (8.8 points). Perceived Value for Money. 'It contributes positively to society' (7.9 points) of products and services offered. 'It is stable and well established in the market' (8. diversity (8. network coverage (7. 'It cares about its customers' (7.8 points). The ECSI Portugal 2007 Communications survey was carried out by the Higher Institute of Statistics and Information Management at Lisbon's New University in partnership with the Portuguese Quality Institute and the Portuguese Quality Association. Perceived Quality of the operator's network and services. Customer Expectations. Vodafone is ranked in first place in all the indicators included in the survey: Satisfaction with the operator. way ahead of the scores of the other two operators (both obtained 7. The methodology used in the ECSI Portugal 2007 survey (ECSI – European Customer Satisfaction Index) is similar to that used by the European Commission to survey customer satisfaction in 25 Member States. Similarly.6 points). Vodafone obtained a score of 8.1 points). with sponsorship from Anacom.9 points). customer service and advice capability (7. Complaints received and their handling. enabling comparisons to be made between the results obtained in each country.2 points).9 points) and clarity and transparency of price plans (7. Vodafone comes top in the five categories analyzed (on a scale of 1 to 10): 'It is a reliable company in terms of what it says and what it does' (8. and 'It is innovative and forward looking' (8. In the Perceived Quality indicator.5 points).In the report published by Anacom. .2 points). and Loyalty of customers to their operator. in the indicators measuring the Image of mobile operators. clarity and transparency of information supplied (7.3 points for overall quality.0 points) and reliability (7.6 points).5 points).7 points). Image that customers have of the operator.

SWOT Analysis .

Opportunities. Strengths Leadership Position Global Brand Strength Weaknesses Centralized Control – Low Flexibility High Consumer churn rates Threats Increased Competition Market saturation in Europe Emergencies of Low cost Brands Internal High Geographical reach Opportunities Expanding marketing boundaries Growth through 3G External Strategic Alliances SWOT analysis of Vodafone 4. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieving that objective. Weaknesses. The technique is credited to Albert Humphrey.1) Strengths: . and Threats involved in a project or in a business venture.SWOT Analysis is a strategic planning method used to evaluate the Strengths. who led a research project at Stanford University in the 1960s and 1970s using data from Fortune 500 companies.

it implicitly imposed a centralized operational structure for the group. offering direct market knowledge and immediate additions of customer bases at the expense of direct effective control of the subsidiaries.g. having established a global presence and having invested highly in marketing a differentiated image by promoting a Vodafone life style. nominating the UK headquarters as the leading business unit running a much centralised marketing and handset procurement at group level. This has resulted in high customer churn rates reaching the level of 32.g.The main strength of Vodafone within the telecommunications market lies in its brand image and recognition. . can offer a lead in competition. with consumers becoming continuously price oriented. Norway) it has well established strategic alliances which allow for a better service of mobile clients.8% in the UK compared to O2’s 24%. At the same time though. In the few countries that Vodafone is not physically present (e. currently enjoys a differentiating advantage that.2) Weaknesses: The expansion of Vodafone has been completed at the expense of direct control of its operations. The company grew through a process of acquisitions of national telecommunications companies (e. This increased its subscribers’ base quickly. The presence of Vodafone in numerous countries within Europe as well as in all part of the world enhances this image. if exploited properly. the acquisition of the third biggest Czech mobile phone operator. Due to the highly saturated Western European market this has resulted in an increase in the price elasticity of demand. Cesky mobile) rather than organic growth. This has resulted in the neglect of local markets and local differences. Vodafone. It allows customers to travel and enjoy easily the services of their home country operator. 4. allowing market share to be gained by smaller local competitors.

one with supermarket group ASDA to launch an ASDA branded mobile service in the UK. through the presence of Skype and other related (not only voice) Internet‐based services. 4. and another with electrical retailer DSG International to provide mobile solutions to small businesses. 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. This could further be enhanced to avoid being a late‐entrant in this new method of distribution which offers access to a wide potential customer base. Indirect competition is also increasing further.4) Threats: The European part of Vodafone’s market is characterized by existing high levels of competition. even though highly saturated in some regions offers great potential due to the ageing population and the sophistication of the consumers. .4. Major brands such as O2 and T ‐Mobile are exploiting the price sensitivity of customers and in this way they are building a stronger image and presence in the market.3) Opportunities: The telecommunications market. 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. It offers great opportunities through a careful market segmentation and exploitation of particular profitable segments. Moreover the company has undertaken its first steps in establishing strategic alliances to develop customized solutions for end‐users: Vodafone recently announced two new partnerships.

Research Methodolo gy .

Marketing research therefore is the scientific process of gathering and analyzing of marketing information to meet the needs of marketing management. in which the measurements are accurate.Basic Research is that intended to expand the body of knowledge for the use of others. All of research can be categorized into basic and applied. APPLIED RESEARCH: . But gathering of observation is must be systematic. It is usually private in nature. BASIC RESEARCH: . The systematic conduct of research requires:  Orderliness. recording. 1. 2. which is carried out to find the solution for a particular problem or for guiding a specific decision.5.Applied Research is one. Hence the nature of my research study is “APPLIED RESEARCH “. My research on Vodafone is carried on for guiding specific decisions and its results are useful only to Vodafone for taking particular decision regarding product quality.  Impartiality in analysis and interpretation.1) Introduction: “Marketing research means the systematic gathering. analyzing of data about problems relating to the marketing of goods and services” Marketing research has proved an essential tool to make all the need of marketing management. staff and security. .

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 To study customer satisfaction of Vodafone.  To study the various services provided by Vodafone.  More people will get aware about Vodafone that will increase profit level of Vodafone. Some of the benefits of taking this study are as follows:  By analyzing this information.2) Objective of Study: Following are the main objective to study about the customer satisfaction on Vodafone.3) Benefits of study: There are many benefits related to take this study.  To study various Marketing activities provided by Vodafone. 5.  To know the expectation of Vodafone Customers. . the company would be able to better design schemes & services & target right prospects’ needs & wants.  To study telecommunication industry.  To study the company profile of Vodafone.5.  This study helps to identify the behavior of consumer when there are no offers & schemes from Vodafone.

The Researcher has pursued the below process of marketing for my study at Vodafone: Problem Identification Research Design Data Collection Data Analysis & Interpretation Research Report & Presentation .5.4) Process of Marketing Research: The marketing research is done in systematic process.

Here the researcher’s problems are: A number of customers are not satisfied with services. In order to identify the research problem two categories of problem should be carefully noticed.1) Problem Identification: The first and the most important step of marketing research is properly defining the problem. .4.5. new schemes and offers.  A number of customers are not satisfied with the current call rates of Vodafone.  A number of customers are not satisfied with the Free SMS schemes.  A number of customers are not satisfied with the network coverage.  A number of customers are not satisfied with the service of customer care of Vodafone.

2 Descriptive Research:Descriptive research is undertaken when the researcher want to know the characteristics of certain groups.5. Research design can be done in following three types:1 Exploratory Research:Exploratory research focuses on the discovery of new ideas and is generally based on secondary data.2) RESEARCH DESIGN: Research design indicates the methods and procedure of conducting research study. The Research Design is: Descriptive Research Design . 3 Causal or Experimental Researches:An experimental research is undertaken to identify causes and effect relationship between two variables.4.

Telephone Interview and Mail Interview.5. 4 Panel Method. secondary and primary: I) Primary Data Collection:- Primary data collection contains the following four types of methods: 1 Observation Method: It contains Causal observation. 3 Experimental Method. direct observation and contrived observation. books. . 2 Survey Method: It contains Personal Interview.e.4. stock availability. sales activity. II) Secondary Data Collection: It can be collected from internal as well as external sources 1 Internal Source: Various internal sources like employee.3) Data Collection and Sampling: A) Sources of Data Collection:Basically there are two types of data i. etc. product cost. Systematic observation.

businessmen. literatures. Probability Sampling and Non – probability Sampling. The researcher has also used secondary data B) Data collection Tools: To conduct a survey. II) Sampling types: There are two types of sampling i. i) Probability Sampling : - . C) Sampling Plan: The researcher has design a sampling plan that is consist of five decisions. the Researcher has selected a structured questionnaire as an instruction for gathering valuable information from the customers. etc are some important sources of external data. The Researcher has used primary data for the core purpose of the project and this primary data has been gathered by survey method. I) Sampling unit: Who is to be surveyed? The Researcher has selected youngsters.2 External Sources: Libraries. and housewives. is consisting of questions and checklist questions to check the customer feedback. trade publications. Questionnaire. employees to conduct survey and to measure satisfaction level. which is used for the survey.e.

ii) Non – Probability Sampling:Non – Probability sampling contains following methods:- a) Judgment Sampling.Probability sampling means each unit of the universe has equal chance of getting selected. b) Stratified Random Sampling. b) Convenience Sampling. . d) Quota Sampling For this purpose the researcher has used non probability convenience sampling. c) Panel Sampling. e) Multi – phase Sampling. f) Replicated Sampling. The most frequently used probability sampling methods are as below: a) Simple Random Sampling. c) Multi-stage Random Sampling. d) Cluster Sampling.

V) Sampling Unit: Here the researcher has randomly selected the respondents of the Surat city. Ghod Dod Road.  Vodafone Store.III) Sample Size: 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.B. Data Analysis and Interpretation After all the above steps are completed now the important step is data analyzing and interpretation. Co-efficient. Piplod.  Outside Big Bazaar. etc. IV) Sampling Area: The researcher’s area for survey was:  The S. Average. College of Business Administration. For this there are various analytical and statistical tools. Co-relation. . Udhna. Some of these tools are Percentage.P. Dispersion.

Data Analysis and Interpretation .

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 Yes No 93 7 Interpretation: 93% of the respondents are have a mobile phone while 7% of the respondents do not have a mobile phone.

Are you aware about telecommunications services? Purpose: The main purpose behind this question is to know about the awareness of respondents regarding different telecommunications services and also to know about which telecommunication(operator’s) service they use. . of respondents Yes No 95 5 Interpretation: 95% of the respondents are aware about telecommunications services while 5% are not aware. Suggestions No.

of respondents 87 29 17 21 5 3 .Which operator’s service do you use? Operator’s service name Vodafone Airtel Idea Reliance BSNL Tata Indicom No.

Interpretation: Major respondents using mobile are enjoying Vodafone services. 6% respondents use Idea while 12%. BSNL and Tata Indicom respectively. . 4% and 2% respondents use Reliance. 16% of the respondents use Airtel.

Yes No 87 0 Interpretation: Here 100% of respondents are aware about Vodafone Services.Are you aware about Vodafone? Purpose: The purpose behind this question is to know about the awareness of Vodafone Suggestions No. of respondents among all the respondents. .

Time period Less than 1 month 2-6 months 6-12 months More than 1 year No. since how long they are using Vodafone services.e.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. of respondents 12 19 22 34 .

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. Services Pre-Paid Post-paid No. 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. of respondents 73 14 Interpretation: . Pre-Paid or Post-Paid.Interpretation: Major Respondents using Vodafone are old customers.

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

of respondents Yes No 76 11 Interpretation: 87% of the respondent calls at customer care while 13% respondents do not call at customer care.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. If yes. Suggestions No. how often you call at customer care? .

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Services Network SMS Rates New Excellent Very Good 31 6 29 19 14 Fairly Good Average Poor 17 35 27 7 24 33 3 3 10 schemes 3 and offers Customer Care Recharge Outlets Call Rates Value Services 2 20 24 43 29 19 19 3 6 6 12 32 28 29 31 15 14 5 2 Added 9 Network: Purpose: .Rate the following on the basis of your satisfaction.

33% rate it very good.The purpose of this analysis is to know the perspective of the customers of Vodafone regarding network service. SMS Rates: Purpose: . 20% rate it farely good while 8% and 3% rate it average and poor. 36% of the respondents are rate the Vodafone’s network excellent. Service Network Excellent 31 Very Good 29 Fairly Good 17 Average Poor 7 3 Interpretation: Here major respondents are satisfy with the network coverage.

New Schemes and Offers: Purpose: The main purpose of this analysis is to the respondent’s perspective related to the new schemes and offers provided by Vodafone. 22% rate it very good. 40% rate it fairly good. 3% rate it poor. 28% rate it average.The purpose of this analysis is to know the perspective of the customers of vodafone regarding Rates of SMS. . Service Excellent Very Good 19 Fairly Good 35 Average Poor 24 3 SMS Rates 6 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.

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. 38% respondents rate new schemes and offers as average.Service Excellent Very Good 14 Fairly Good Average Poor 27 33 10 New schemes 3 and offers Interpretation: Here major respondents are not much satisfied with new schemes and offers of Vodafone. 16% rate it as very good while 12% and 3% rate it as poor and excellent respectively. 31% respondents rate it as fairly good. Service Excellent Very Good 32 Fairly Good Average Poor 29 15 5 Customer Care 6 .

Interpretation: Customer care service of Vodafone is better compared to some of the other services. and 6% and 7% rate it as poor and excellent respectively. 17% rate it as average. 37% respondents rate it as very good. 33% rate it as fairly good. .

Recharge Outlets: Purpose: The purpose behind this analysis is to know about the satisfaction of the Vodafone customers regarding recharge outlets. Service Recharge Outlets Excellent 12 Very Good 28 Fairly Good Average Poor 31 14 2 Interpretation: .

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

Value Added Services: . 23% rate it as very good. 49% of respondents rate call rates of vodafone as fairly good.Call Rates: Purpose: The purpose behind this analysis is to know about the perception of vodafone customers regarding different call rates. 22% rate it as average while 4% and 2% respondent rate it as poor and excellent respectively. Service Call Rates Excellent 2 Very Good 20 Fairly Good Average Poor 43 19 3 Interpretation: Major percentage of respondents are not happy with the call rates of Vodafone.

33% respondents rate it as fairly good. 28% rate it as very good.Purpose: The purpose behind this analysis is to know about the perception of vodafone customers regarding Value Added Services. 22% rate it as average while 10% and 7% rate it as excellent and poor respectively. Service Excellent Very Good 24 Fairly Good Average Poor 29 19 6 Value Added 9 Services Interpretation: Value added services of Vodafone are quite feasible as compared to some of the other services. .

Findings & Conclusions .

 100% of respondents are aware about Vodafone Services.  100% of the respondents are aware about telecommunications services. 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. 6% respondents use Idea while 12%.Findings  93% of the respondents are have a mobile phone while 7% of the respondents do not have a mobile phone. information regarding new schemes and value added services respectively .  37% of the respondents use Vodafone for SMS services while only 14% of the respondents use Vodafone for Value Added Services.  34% of respondents call at customer care for complaining purpose while 30%.  16% of the respondents use Airtel.  31% respondents respondents call customer care once a month while 16% and 7% of respondents call once a week and daily respectively.  84% of the respondents use pre-paid services while only 16% of the respondents use post-paid services.  87% of the respondent calls at customer care while 13% respondents do not call at customer care. 4% and 2% respondents use Reliance. 19% and 17% of respondents call customer care for other queries.  36% of the respondents are aware about Vodafone through Advertisements. BSNL and Tata Indicom respectively.

but Vodafone dissatisfies these age group (18-25) as their call rates and SMS rates are much high.  Major respondents are youngsters so they need more SMS facilities and low call rates. 3 respondents don’t use Vodafone services because of poor services while 2 respondents each don’t use vodafone services because of lack of awareness and poor network. . 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.  From the above analysis the researcher concludes that major respondents are dissatisfied with some of the major services like call rates. Conclusion Follwing are the conclusion that the researcher found after the survey. SMS rates and new schemes & offers.  90% of the Vodafone customers would like to recommend Vodafone services to others while 10% of the Vodafone Customers won’t recommend to others.   Major respondents from all respondents use services of Vodafone. 5 respondents among the total no. of respondents don’t use Vodafone services because of high prices.  Major respondents using Vodafone use pre-paid services compared to post-paid services.

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Suggestions .

Suggestions Following are some of the suggestions given by the researcher so that Vodafone can serve people and its customers in an improved way:  Vodafone should decrease call rates for local users.  Vodafone should provide more offers to Post-Paid customers so that the number of Post-Paid customers increase.  Vodafone should provide more schemes and offers to its old customers.  Vodafone should introduce more schemes and offers. .  Vodafone should decrease call rates of STD and ISD.  Vodafone should bring introduce some new SMS schemes for the youngsters.

.Bibliography Books:  Marketing Management – Philip Kotler. Kevin Lane Keller.

pt/render.Websites:  http://www.com .wikipedia.org/wiki/Vodafone  http://bora.com/start/media_relations/news/local_press_releases/po rtugal/portugal_press_release/vodafone_had_highest.wikipedia.org/wiki/Customer_satisfaction  http://en.no/bitstream/2330/1919/1/Saplitsa%202008.wikipedia.pdf  www.scribd.in/community/consclub/reports/telecom.ac.pdf  www.html  http://en.jsp?contentId=606658  www.nhh.anacom.iimcal.org/wiki/Hutch_(Indian_cellular_company)  http://en.vodafone.