EXECUTIVE SUMMERY

The study is oriented towards the consumer behavior of the existing and new
Vodafone subscribers and the study focuses on the pre-paid services which have been
offered by the company.
The study was conducted to gauge into the consumer’s mind and understand the
various consumption related aspects of individuals. The study of consumer behavior
will help to know the psychological, social and physical behavior of all potential
consumers as they become aware of evaluate, purchase, consume and tell others about
products and services.
The objectives of the study is to understand behavioral pattern of potential customer,
consumer perception, brand awareness, buying motives and their expectations and
satisfaction level to delight them.
nformation is collected from different sources. The primary information is obtained
by interviewing the customers with the help of !uestionnaire. The secondary data is
collected from company records, through the help of external guide and also through
the visit of website of the company "www.vodafone.com#.
$ample si%e is limited to respondents, who are existing and new Vodafone consumers.
The !uestionnaire is analy%ed with the help of tables and charts. &hich may helps to
know about consumer perception, awareness and satisfaction level of the consumer
etc.
'astly the findings indicate that most of them are satisfied with the products and
services and suggestion to be implemented regarding, network, providing subsidi%ed
rates for calling and messaging etc .(eeping the above factors and consideration we
arrive to suitable conclusion that trends in mobile segment is and its growth is
tremendous. f the demand is rising in the same pace then the company should be able
to provide innovative products and value added services to the subscribers.
)inally an effective sales person has to be employed in order to influence the buyer
decisions, the company should have exciting offers with the service they provide.
GENERAL INTRODUCTION
Definition of Consumer Behaior! *onsumer behavior has been referred to as "all
the psychological, social and physical behavior of all potential consumers as they
become aware of, evaluate, purchase, consume and tell others about products and
services#
+ll the firms have started considering ,customer’ as the king or ,!ueen’. nterestingly,
after the liberali%ation of ndia’ economy, the market place is flooded with many new
players including the host of -.*s resulting in then availability of more number of
brands in every segment of the market. /n account of this consumer has started being
choosy about what to buy. Thus all firms are becoming not only customer focused but
are also trying to build relationship with them. This is done by continuously updating
knowledge, information, and understanding of the customer needs perceptions, and
expectations.
Con"e#ts!
01 2aving a better understanding of consumer behavior will help the firm to
become better than their competitors.
31 /n understanding consumer behavior firm will be able to predict the consumer
perceptions and acceptance of their various informational and environmental
cues and thus plan their marketing programs or strategies accordingly.
41 /n understanding consumer behavior firm will be able to predict the consumer
satisfaction level.
INDUSTRY $RO%ILE!
.5+. T6'6*/- .57$T89
The *ellular /perators +ssociation of ndia :*/+1 was constituted in 0;;< as a
registered, non-profit, non-governmental society dedicated to the advancement of
communication, particularly modern communication through *ellular -obile
Telephone $ervices. &ith a vision to establish and sustain a world-class cellular
infrastructure and facilitate affordable mobile communication services in ndia,
*/+’ main objectives are to protect the common = collective interests of its
members.
The telecom industry is governed under .ational Telecom >olicy -0;;;
The first ?$- call was made in 0;;@ on Aharti *ellular .etwork in .ew 5elhi.
$-$ service started in the year 3BBB. ndia presently follows a *>> model, whereby
calling party pays. ncoming calls were made free since +pril 0, 3BB3 and that has
substantially boosted the subscriber growth rate. n ndia ?>8$ is widely offered by
major operators. A>' was the first operator to launch ?>8$ in ndia, followed by
+irtel, 2utch and dea.
The In&ian Te'e"ommuni"ations in&ustr( is &ii&e& into four Seri"e se)ments!
CAasic $ervices :*onventional )ixed line D *5-+ )ixed line1
C-obile :?$- D *5-+1
C.ational 'ong 5istance :.'51 or $ubscriber Trunk 5ialing :$T51
Cnternational 'ong 5istance :'51
C'5 E Voice over internet :Vo>1
The entire country is divided into Telecom 'icense Fones known as "*ircles#.
'icenses are awarded to the operators as per the circles, not as per the states.
6ach circle re!uires a different license.
OUT LOO*
The recent tariff cuts announced by various telecom operators would affect he bottom
line of these companies. The companies that are une!uipped to match up with the
competition and does not have economies of scale would loose out in this race.
$maller players might find difficult to be in the business and may merge with big
players leading to consolidation in the industry. 2ike in foreign direct investment
:)51 from G;H to IGH had hit roadblock due to political indifference and security
concerns expressed by intelligence bureau. This would block cross border mergers in
coming periods.
COM$ANY $RO%ILE
A+out Vo&afone Essar Limite&
Vodafone 6ssar in ndia is a subsidiary of Vodafone ?roup >lc and commenced
operations in 0;;G when its predecessor 2utchison Telecom ac!uired the cellular
license for -umbai. Vodafone 6ssar now has operations in 0@ circles covering J@H of
ndia’s mobile customer base, with over 4G.0 million customersK.
/ver the years, Vodafone 6ssar, under the 2utch brand, has been named the L-ost
8espected Telecom *ompanyL, the LAest -obile $ervice in the countryL and the L-ost
*reative and -ost 6ffective +dvertiser of the 9earL. Vodafone is the worldLs leading
international mobile communications company. t now has operations in 3< countries
across < continents and GB partner networks with over 3BB million customers
worldwide. Vodafone has partnered with the 6ssar ?roup as its principal joint venture
partner for the ndian market.
The 6ssar ?roup is a diversified business corporation with interests spanning the
manufacturing and service sectors like $teel, 6nergy, >ower, *ommunications,
$hipping = 'ogistics and *onstruction. The ?roup has an asset base of over 8s.GBB
billion :7$M 0B billion1 and employs over 3B,BBB people.
K)igures from *ellular /perators +ssociation of ndia, +ugust 40, 3BBI.
,ut"h is no- Vo&afone ./ Se#tem+er 0112
$eptember 0;, 3BBIN Vodafone, the world’s leading international mobile
communications company, has fully arrived in ndia. Vodafone 6ssar announced that
"the Vodafone brand will be launched in ndia from 30st $eptember onwards#.
Vodafone, the world’s leading mobile telecommunication company, completed the
ac!uisition of 2utchison 6ssar in -ay 3BBI and the company was formally renamed
Vodafone 6ssar in Ouly 3BBI. PThis transition is probably the largest brand change
ever undertaken in this country and arguably as big as any in the world. t is even
larger than thier previous brand transitions as it touched over 4< million customers,
across GBB,BBB shops and thousands of our own and our business associatesL
employees.P
T,E TO$ MANAGEMENT
Asim Ghosh3 Mana)in) Dire"tor3 Vo&afone Essar
,arit Na)#a'3 Mar4etin) an& Ne- Business Dire"tor3 Vo&afone Essar
Samue' Se'a4umar3 Chief E5e"utie Offi"er3 Vo&afone Essar
The Vodafone mission is to be the communications leader in an increasingly
connected world E enriching customers’ lives, helping individuals, businesses and
communities is more connected by delivering their total communication needs.
VodafoneLs logo is a true representation of that belief - The start of a new
conversation, a trigger, a catalyst, a mark of true pioneering.
SERVICE $RO%ILE
The name Vodafone comes from "Voice data fone# chosen by the company to reflect
the provision of voice and data over mobile phones.

Vo&afone seri"es are 6
• T7.6$ +.5 5/&.'/+5$
• $>/8T$ +.5 T8+V6'
• .6&$ +.5 7>5+T6$
• ).+.*6
• *+'' -+.+?-T $68V*6$
• 56V/T/.+'
• +$T8/'/?9
• -+', -6$$+?6, etc
• 6.T68T+.-6.T
• A'' .)/
Vo&afone #ro&u"ts are7
• >/$T->+5
• >86->+5
• &/8'5 *+''.? *+85$
• 2/-6 *+''.? *+85$
• V/5+)/.6 -2+.59 >2/.6$
• V/5+)/.6- >*/
STATEMENT O% T,E $ROBLEM
The study was made on consumer behavior of existing and new Vodafone subscriber.
The main aim of the research is to analy%e behavior of existing and new Vodafone
subscriber to meet their preferences and expectations. To know, perception and
satisfaction level of Vodafone services and products. The study of consumer behavior
will help to gau%e the consumer’s mind and understand the various consumption
related aspects of individuals. 7nderstanding of consumer behavior will make the
study of marketing management more interesting, understandable and increase
awareness of its practical implications.

OB8ECTIVES 1% T,E STUDY!
• To understand consumer perception about products and services.
• To understand the consumers satisfaction level about products and services.
• To know the market potential of Vodafone products and services.
• To analy%e the brand awareness.
SCO$E O% T,E STUDY
The study is carried out to know the fallowing aspects.
 To assess, the consumers needs and wants.
 To predict, the consumer’s acceptance of firm’s various informational and
6nvironmental cues.
 To gauge into the consumer’s mind and understand different consumption
related aspects, of individuals.
 To know the percentage of usage of value added services.
 To understand, behavior, of brand loyal consumer.
 To understand, behavioral pattern of potential consumer.
 To analy%e, the buying motives of the consumers, while making their purchase
decisions.
 To understand, expectations and satisfaction level, of consumers.
+ study of this kind helps to put theoretical aspects into the project and aims to give
information. .ature of the study methods used, findings of the investigation,
conclusions, and recommendations inferred from the findings aims to enable
Vodafone to implement the recommendations made at the end of the study.
The research is purely based on the survey conducted in Aangalore city and has been
focused on Vodafone subscribers. The number of respondents intervened is 0BB.The
study covers information about customer brand preference, brand awareness, service
attributes, etc. /verall scope of the study would be to enhance the services to the
subscribers, in the city.
RESEARC, MET,ODOLOGY!
$/78*6$ /) 5+T+N
5ata, facts, figures, other relevant material of past and present and surveying are the
basis for study and analysis. &ithout an analysis of factual data no specific inferences
can be drawn on the !uestions under study. nferences based on imagination or
guesses cannot provide correct answer to research !uestions. The relevance ade!uacy
and reliability of data determine the !uality of the findings of a study.
)or the purpose of the present study, data from two sources has been collected,
namely primary data and secondary data.
$RIMARY DATA!
>rimary data is source from which the researcher collects the data. t is a first hand
data, which is used directly for the analysis purposes. >rimary data always gives the
researcher a fairer picture. n the present study primary data has been collected using
!uestionnaires. )or the purpose of collecting the same, 0BB respondents have been
randomly selected. 6ven the response of the respondents was taken into consideration.
n this study, primary data plays a vital role for analysis, interpretation, conclusion
and suggestions.
SECONDARY DATA!
$econdary data is data which is collected and compiled for other purposes. $econdary
data also plays a key factor in providing more information which will influence the
analysis. )ew of the main sources of secondary data include newspapers, business
journals, maga%ines, internet and company reports, etc.
$O$ULATION
The aggregate of all the units pertaining to a study is called the population. >opulation
is the largest group to be studied. t’s the total collection of elements about which we
wish to make inferences the populations for this research are the people residing in
Aangalore *ity.
SAM$LE DESIGN!
The part of the population is known as sample. The process of drawing a sample from
a large population is called sampling. The type of sample design used is 8andom
$ampling. 8andom $ampling gives every unit of the population a known and
probability of being selected. $ince random sampling implies e!ual probability to
every unit in the population, it is necessary that the selection of Aangalore city only.
SAM$LE $LAN
SAM$LE SI9E!
The sample si%e for the survey is 0BB respondents of which <B are 6xisting
V/5+)/.6 $ubscribers and <B are .ew V/5+)/.6 $ubscribers.
SAM$LE UNIT
/ne of the units into which an aggregate is divided or regarded as divided for the
purpose of sampling, each unit being regarded as individual and indivisible when the
selection is made. The definition of unit may be made on some natural basis for
example households, persons, units of product, etc. 2ence, in the study the sample
unit is ,8espondents who are >repaid Vodafone $ubscribers’.
TOOLS AND TEC,NI:UES O% DATA COLLECTION!
The following sampling techni!ues have been implementedN
$ersona' Interie-s! +pproaching people personally and interviewing directly.
:uestionnaire!
5esigning the !uestions, in such a way, that it covers various opinions, views about
V/5+)/.6 subscribers at the present market conditions. The !uestionnaire
consisted of various types of !uestions say /pen-ended !uestionnaire, *lose-ended or
5ichotomous !uestions, and -ultiple-choice !uestions.
%IELD ;OR*
This project involved a field work where in the survey is conducted by having a
personal interaction with 0BB subscribers who are V/5+)/.6 subscribers. >ersonal
interaction has been carried out and the information sought as was re!uired in the
!uestionnaire for the purpose of data processing and analy%ing. The respondents have
been directly contacted.
56$*8>T/. /) T26 86$6+8*2 56$?.!
The present study has been designed to collect the opinions and perspectives of the
Vodafone subscribers.
The data has been collected through !uestionnaires filled up by personal interviewing
subscribers. The !uestionnaires have been made as concise as possible. >ersonal
information has been collected in order to know their personal background. The
!uestionnaire has been administered to the respondents directly so that any doubt
regarding the !uestionnaire could be immediately clarified. The !uestionnaire
consisted of various types of !uestion namely multiple choices, close ended, open
ended, and ranking etc, a copy of the !uestionnaire is enclosed in the annexure.
86$6+8*2 56$?.
The sampling design carried out is convenience sampling. The marketing research
problem calls for the descriptive types of research. 5escriptive studies are undertaken
in many circumstances. &hen researcher is interested in knowing the characteristics
of certain groups such as age, sex, income level, etc. or in case researcher is interested
in knowing the proportion of people in a given population who have behaved in
particular manner.
5escriptive research is used for the following data.
*onsumer profile study.
*onsumer behavior study.
MET,ODOLOGICAL ASSUM$TIONS
)or the purpose of the study the following assumptions have been made.
o t has been assumed that the information given by the respondents are
authentic, bonfire and genuine.
o The sources of the data are the basis, from which the actual re!uired
information can be extracted.
o The sampling procedure adopted will help in choosing an appropriate sample
that truly represents that actual population.
o t has also been assumed that "interview-!uestionnaire# is more suitable for
collecting data for the present day.
LIMITATIONS O% T,E STUDY!
The limitations of the study are as followsN
• $ample si%e of the subscriber is limited.
• -any subscribers do not give the exact picture of their opinion.
• The time period for conducting the survey is inade!uate as the sample si%e
covers only Aangalore city.
• /ne subscriber may have more than one connection.
• The opinion of the subscriber depends on the geographical location of the
subscriber this may include the network of the provider.
• $ince it’s a prepaid service it may be temporarily be used.
• $ince most of the subscribers are teenagers it fails to give a general view of
other age groups.
DATA ANALYSIS AND INTER$RETATION
5ata analysis and interpretation about the research is carried out by using tables and
*harts like pie charts and bar charts etc.
<$RO%ILE O% T,E RES$ONDENTS O% NE; VODA%ONE SUBSCRIBERS=
TABLE .
$rofi'e of the res#on&ents +ase& on Gen&er>
?6.568 ./ /) 86$>/.56.T$ >68*6.T+?6
-ale G< ;BH
)emale < 0BH
T/T+' <B 0BBH
Inferen"e!
)rom above table it can be inferred that ;BH of the respondents are -+'6 and
The rest are 0BH )6-+'6.
Inter#retation!
)urther from the inference the researcher can interpret that majority of the
respondents are males.
Gra#h7.
$RO%ILE BASED ON GENDER>
TABLE 0
$rofi'e of the res#on&ents +ase& on a)e )rou#>
+?6 ?8/7> ./ /) 86$>/.56.T$ >68*6.T+?6
Q0J yrs 4 @H
0J to 3; yrs 4J I@H
4B to GB yrs @ 03H
RGB yrs 4 @H
TOTAL ?1 .11@
IN%ERENCE!

)rom the above table it can be inferred that
I@H of the respondents are of age group 0J to 3; years.
03H of the respondents are of age group 4B to GB years.
@H of the respondents are of less than @ years and more than @ years.
INTER$RETATION!
)rom the above researcher interpret that majority of the respondents are of the age
group 0J to 3; years.
Gra#h70
$RO%ILE BASED ON AGE7GROU$
TABLE A
$rofi'e of the res#on&ents +ase& on O""u#ation>
OCCU$ATION NO O% RES$ONDENTS $ERCENTAGE
$tudent 4@ I3H
$alaried ; 0JH
Ausinessmen 3 GH
/thers 4 @H
TOTAL ?1 .11@
IN%ERENCE!
)rom the above table it can be inferred that
I3H of the subscribers are students.
0JH of the subscribers are salaried.
GH of the subscribers are businessmen.
@H of the subscribers are others.
ITER$RETATION!
)rom the above inference it is clear that large no of subscribers are students.
Gra#h7A
$RO%ILE BASED ON OCCU$ATION>
TABLE B
$rofi'e of the res#on&ents +ase& on Bran&7seCuen"e>
BRAND NO O% RES$ONDENTS $ERCENTAGE
+ir tel 3B GBH
Vodafone 0< 4BH
$pice I 0GH
8elience G JH
A$.' 4 @H
Tata indicom 0 3H
TOTAL ?1 .11@
IN%ERENCE!
)rom the above table it can be inferred that
GBH of the respondents recalled +ir-Tel, first in brand se!uencing.
4BH of the respondents recalled Vodafone, first in brand se!uencing.
0GH of the respondents recalled $pice, first in brand se!uencing.
INTER$RETATION!
)rom the above, researcher can interpret that most of the subscriber recall the brand
&hich, they use. 2ence majority of the subscribers prefer +ir-Tel followed by
Vodafone, $pice, 8eliance, and A$.'.
Gra#h7B
$RO%ILE BASED ON Bran&7SeCuen"in)>
TABLE ?
$rofi'e of the res#on&ents +ase& on Bran&7S-it"hin)>
RES$ONSE NO O% RES$ONDENTS $ERCENTAGE
9es 3B GBH
.o 4B @BH
TOTAL ?1 .11@

IN%ERENCE!
)rom the above table it can be inferred that
GBH of the respondents switch their brand.
@BH of the respondents do not switch their brand.
INTER$RETATION!
)rom the above, researcher can interpret that most of the subscribers are loyal to their
brand and there is small percentage of subscribers who switch their brand.
Gra#h7?
RES$ONDENTS7 BRAND S;ITC,ING $RO%ILE>
TABLE D
$rofi'e of the res#on&ents7-ho -ere Bran&7S-it"he&>
BRAND NO O% RES$ONDENTS
+ir Tel to Vodafone 0B
$pice to Vodafone <
8elience to Vodafone <
ndicom to Vodafone B
TOTAL 01
IN%ERENCE!
)rom the above it can be inferred that GBH of the respondents switched brands.
The above table depicts that
0B out of 3B respondents switched brand from +ir-Tel to Vodafone.
< out of 3B respondents switched brand from $pice to Vodafone
<out of 3B respondents switched brand from 8elience to Vodafone.
INTER$RETATION!
)rom the above, researcher can interpret that there is cut-throat competition between
Vodafone and +ir-Tel. &hen compared +ir-Tel has gained a lot by its good network
than Vodafone.
Gra#h7D
RES$ONDENTS7 BRAND S;ITC,ED $RO%ILE>
TABLE 2
$rofi'e of the res#on&ents +ase& on Seri"e features>
$ARAMETERS NO O% RES$ONDENTS $ERCENTAGE
Value +dded $ervices G JH
.etwork 3B GBH
Tariff 33 GGH
*ustomer *are 4 @H
/thers 0 3H
TOTAL ?1 .11@
IN%ERENCE!
)rom the above table it is inferred that
GGH of the respondents opted Vodafone because of Tariffs.
GBH of the respondents opted Vodafone because of .etwork.

J H of the respondents opted Vodafone because of V+$.
@H of the respondents opted Vodafone because of *ustomer-care.

INTER$RETATION!
)rom the above, researcher can interpret that "Tariff# is the uni!ue selling proposition
)or Vodafone followed by others such as advertisements, family and friendsSetc
Gra#h72
RES$ONDENTS $RO%ILE BASED ON SERVICE %EATURES>
$RO%ILE O% T,E RES$ONDENTS O% EXISTING
Vo&afone3 SUBSCRIBERS>
TABLE E
$rofi'e of the res#on&ents +ase& on Gen&er>
GENDER NO O%
RES$ONDENTS
$ERCENTAGE
-ale GG JJH
)emale @ 03H
TOTAL ?1 .11@
Inferen"e!
)rom above table it can be inferred that JJH of the respondents are -+'6 and
The rest are 03H )6-+'6.
Inter#retation!
)urther from the inference the researcher can interpret that majority of
respondents are males.
Gra#h7E
$RO%ILE BASED ON GENDER>
TABLE /
$rofi'e of the res#on&ents +ase& on a)e )rou#>
+?6 ?8/7> ./ /)
86$>/.56.T$
>68*6.T+?6
Q0J yrs < 0BH
0J to 3; yrs 4< IBH
4B to GB yrs @ 03H
RGB yrs G JH
T/T+' <B 0BBH
IN%ERENCE!

)rom the above table it can be inferred that
IBH of the respondents are of age group 0J to 3; years.
03H of the respondents are of age group 4B to GB years.
0BH of the respondents are of less than 0J years and JH are more than GB years.
INTER$RETATION!
)rom the above researcher interpret that majority of the respondents are of the age
group 0J to 3; years.
Gra#h7/
$RO%ILE BASED ON AGE7GROU$
TABLE .1
$rofi'e of the res#on&ents +ase& on O""u#ation>
OCCU$ATION NO O%
RES$ONDENTS
$ERCENTAGE
$tudent 4G @JH
$alaried 04 3@H
Ausiness 3 GH
/thers 0 3H
TOTAL ?1 .11@
IN%ERENCE!
)rom the above table it can be inferred that
@J H of the subscribers are students.
3@H of the subscribers are salaried.
GH of the subscribers are businessmen.
3H of the subscribers are others.
ITER$RETATION!
)rom the above inference it is clear that large no of subscribers are students.
Gra#h7.1
$RO%ILE BASED ON OCCU$ATION>
TABLE ..
$rofi'e of the res#on&ents +ase& on Bran&7S-it"hin)>
RES$ONSE NO O%
RES$ONDENTS
$ERCENTAGE
96$ 00 33H
./ 4; IJH
TOTAL ?1 .11@
IN%ERENCE!
)rom the above table it can be inferred that
33H of the respondents switch their brand.
IJH of the respondents do not switch their brand.
INTER$RETATION!
)rom the above, researcher can interpret that most of the subscribers are loyal to their
brand and there is small percentage of subscribers who switch their brand.
Gra#h7..
RES$ONDENTS7 BRAND S;ITC,ING $RO%ILE>
TABLE .0
$rofi'e of res#on&ents3 -ho3 S-it"he& Bran&>
A8+.5 ./ /)
86$>/.56.T$
Vodafone to +ir -Tel I
$pice to Vodafone G
Vodafone to reliance B
Vodafone to Tata B
T/T+' 00
IN%ERENCE!
)rom the above it can be inferred that 33H of the respondents switched brands.
The above table depicts that
I out of 00 respondents switched brand from +ir-Tel to Vodafone.
G out of 00 respondents switched brand from $pice to Vodafone

INTER$RETATION!
)rom the above, researcher can interpret that there is cut-throat competition between
Vodafone and +ir-Tel. &hen compared +ir-Tel has gained a lot by its good network
than Vodafone .
Gra#h7.0
RES$ONDENTS7 BRAND S;ITC,ED $RO%ILE>
TABLE .A
>8/)'6 /) 86$>/.56.T$ A+$65 /. 7$+$6 /) V+'76
+5565 $68V*6$
Va'ue A&&e&
seri"es
RES$ONSE TOTAL
RES$ONDENTS 96$ ./
Vodafone live 0< 4< <B
Voice mail G; 0 <B
nternet 3B 4B <B
$-$ G< < <B
8oaming 33 3J <B
IN%ERENCE!
)rom the above T+A'6 it can be inferred that
4BH of the respondents use Vodafone-live.
;JH of the respondents use Voice-mail.
GBH of the respondents use internet.
;BH of the respondents use $-$.
GGH of the respondents use 8oaming.
INTER$RETATION!
)rom the above, researcher can interpret that a majority of the respondents are
students who use roaming service are out of the state.
$-$ packages should be launched more because ;BH of respondents use $-$.
Gra#h7.A
$RO%ILE O% RES$ONDENTS USAGE O% VALUE ADDED
SERVICES>
TABLE .B
86$>/.56.T$ +&+86.6$$ +A/7T V/5+)/.6 >8/57*T$
$RODUCTS RES$ONSE TOTAL
RES$ONDENS 96$ ./
>ost-paid <B B <B
>re-paid <B B <B
&orld calling cards 3B 4B <B
2ome calling cards GB 0B <B
V-handy phones 3@ 3G <B
Vodafone >*/ 4< 0< <B
IN%ERENCE!
)rom the above T+A'6 it can be inferred that
0BBH of the respondents are aware of Vodafone-pre-paid and post-paid products.
GBH of the respondents are aware of world calling cards.
JBH of the respondents are aware of home calling cards.
IBH of the respondents are aware of Vodafone >*/.
INTER$RETATION!
)rom the above, researcher can interpret that a majority of the respondents are aware
of Vodafone products.
Gra#h7.B
$RO%ILE O% RES$ONDENTS A;ARENESS ABOUT VODA%ONE
$RODUCTS
TABLE .?
7$68 $+T$)+*T/. '6V6'
>rofile of the respondents based on

$arti"u'ars %u''(
satisfie&
Satisfie& Neutra' Dis
satisfie&
%u''(
&issatisfi
e&
Tariffs @ 3B 0B 0B G
.etwork G 0@ 3< < B
*ustomer care 0B 3B 0B J 3
+vailability of $-
and 8-*oupons
0< 30 0B 4 0
8oaming J 0B 0< 0B I
Gra#h7.?
USER SATIS%ACTION LEVEL
TABLE .D
$RO%ILE O% T,E RES$ONDENTS BASED ON OVERALL
RATING
$ARAMETERS NO O%
RES$ONDENTS
$ERCENTAGE
6xcellent J 0@H
Very ?ood 0B 3BH
?ood 4B @BH
>oor 3 GH
Very poor B BH
TOTAL ?1 .11@
IN%ERENCE!
)rom the above T+A'6 it can be inferred that
@BH of the respondent’s rate )oo&>

3BH of the respondent’s rate er( )oo&>
0@H of the respondent’s rate e5"e''ent>
GH of the respondent’s rate #oor>
INTER$RETATION!
)rom the above, researcher can interpret that by considering all factors like tariffs,
.etwork, customer care, roaming service, etc the overall rating of Vodafone is )oo&>
Gra#h7.D
$RO%ILE O% T,E RES$ONDENTS BASED ON OVERALL
RATING
RESEARC, %INDINGS
• ?enerally most of the subscribers are students and teenagers.
• -ajority of the subscribers recalled the brands they used.
• The tariffs plan, advertisements and family and friends had huge impact over
the subscribers. -ost of them opted to Vodafone because it is cost effective.
• 8oaming services on pre-paid cards are highly utili%ed.
• -ajority of the subscribers prefer Vodafone when compared to competitors,
because they feel Vodafone is economical.
• @BH of the respondents said Vodafone is good.
• IJH of the respondents do prefer to switch their brand.
• The network coverage of Vodafone is not as effective as it provides services
on ;BB -2%, 0JBB-2%,
OBSERVATIONS!
• t’s observed that most of the subscribers are students and teenagers.
• ts observed subscribers recalled the brand which they use.
• t’s observed that brand switching was not on large scale.
• ts is observed that tariffs plans, promotions of the company and influence of
$ocial
• *ircle had huge impact over the subscribers.
SUGESTIONS3 %OR IM$ROVEMENT O% VODA%ONE SERVICES>
• Vodafone is providing very good service to its customers and it is one of the
best service providers for telecommunication, it has to make use of its
resources optimally.
• n addition to implementing the suggestions given by customers, Vodafone
should follow the following steps to maximi%e profits, by means of customer
satisfaction in an effective manner.
• 8espondents suggest that overall service is not satisfactory and not meeting
the customer expectations or satisfaction level.
• .etwork is the main factor for customer dissatisfaction, majority of the
respondents suggested to increase the number of towers ,widen the coverage to
villages and network congestion.
• The tariffs have to be consistent for !uite some time in order to avoid the
confusion among subscribers.
• -ore !uickly accessible contact numbers for customer care :increase no of
lines1 promote them in order make the user aware of the facility.
• >rovide subsidi%ed rates for calling or messaging to one or two numbers of our
choice.
• >rovide good plans, schemes, and packages in order to have the customer with
wide choice.
• (eep the subscriber well informed about any deductions or any change in the
plan and provide the value for what the customer is paying for.
• *ustomer’s grievances should be dealt more !uickly and immediately.
CONCLUSION!
Goin) mo+i'e is the "raFe to&a(GG
.ow buying mobile is not a rich man’s possession any more. The mobile industry is
on whopping high. &ith various technologies creeping in every day you always are on
a back seat to keep your self updated. &ith a major chunk of the users being teenagers
it makes the situation more dynamic and he helps to create a niche market in itself.
'ooking at the trends in mobile segment, the growth is tremendous. Various cellular
providers try to be innovative in providing value added services to the subscribers. f
the demand is rising in the same pace then it is sure that the subscriber base of the
mobile users will definitely exceed the limit of the land line subscribers.
This report helps in knowing the consumer behavior of the Vodafone subscribers and
what perception customers have about the brand "Vodafone ". &ith its report
company can capture its loose pools or weaknesses and convert them in to their
strengths and opportunities.
)rom the above study we come to the conclusion that in case of parameters of
selection, customer or subscriber will first look at the tariffs, network coverage and
then other parameters. The subscribers also expect the company to give in detail
information of the service they are availing.
+n effective sales person has to be employed in order to influence the buyer decision.
The company should have exciting offers with the service they provide
ANNEXURES
GSM Se)ment Oerie-
C ?$- introduced in 0;;<
C /ne of the fastest growing mobile markets in the &orld for ?$-
C $ubscriber growth rate for Oan. 3BB4-3BBG was 3BBH approx.
C 4< networks on ;BB -h%, 00 on 0JBB -h% Technology
C >resently, approximately 0 million ?$- subscribers are added every month
C 7nified license system introduced by government in 3BBG
C 4? spectrum decision is awaited
CDMA Se)ment oerie-
C >resent $tandardN *5-+ 3BBB 0x
C $tarted in -arch 3BB4
C /ffered by @ operators
C '? and $amsung hold majority device -arket share
C $treaming media options
C +lways on internet connectivity T 00G kbps
 8eliance nfocom was the first private operator to start with the *5-+
services in ndia. 2owever, A$.' and -T.' offered *5-+ before 8eliance
they were unable to tap subscribers.
 nternet made its entry in ndia in the year 0;;< when V$.' :Videsh $anchar
.igam 'imited1 started with dial-up connections.
 The total 6-*ommerce transaction value in ndia is estimated to be around
J.I billion 7$5 in 3BB4-BG.
 n 3BB4, the *entral ?overnment proposed total outlay of 7$M<@B million for
.ational plan on e-governance
CIRCLE GRO;T,
Cir"'e Definition! in ndia areas classified on the basis of subscriber and revenue
potential, &here -etro circle has the highest potential and * circle has the lowest
C Entire Nation is divided into 4 circlesE -etros, +, A = *
Metro "ir"'e E 5elhi, -umbai, (olkata = *hennai
A Cir"'eN $tates of -aharshtra, ?ujarat,+ndhra, (arnataka = Tamilnadu
B Cir"'eN $tates of (erala, >unjab, 2aryana, 7ttar >radesh, 8ajasthan = -adhya
>radesh
C Cir"'e! $tates of 2imachal, Aihar, /rissa, +ssam, (ashmir and .orth 6ast $tates
n circle wise growth "*# circles continuous to be the fastest growing circle due
to its low base. n "*# circle 8eliance and A$.' are the major operators. 8eliance is
depending on *5-+ Technology for its growth. A$.' depends on ?$- technology
in this circle. *ircle "+# accounts for highest share of 4IH and grew by <.0H.?rowth
in "+# circle is lead by (arnataka and Tamilnadu which grew I.;H and J.IH.
VAS A;ARENESS IN INDIA
EVOLUTION O% COMMUNICATIONS IN INDIA

T
e
c
h
n
o
l
o
g
y

















































.






EDGE
CDMA
WI-FI

GPRS


BROADBA
ND
GSM


INTER
NET

CABL
E TV

FIRST
PHON
E


1882 1990 1995
2001-
2002 2003
2004-
on!"#$
N%&'(" o) *(!"$+
+s in the above chart we see that how technology changed over years from time the
first basic phone to mobile technology and now to 65?6 technology
GSM O$ERATOR7 B,ARTI
C Arand .ameN +8T6'
C .etworkN ?$- ;BB, 0JBB, ?>8$, 65?6
C .etwork *overageN 0I Telecom circles
C $ubscriber baseN I,B@3,GG4 :-ay 3BBG1
C $ubscriptionsN >ost >aid, >re >aid
VODA%ONE TELECOM
C Arand .ameN Vodafone
C .etworkN ?$- ;BB, ?$- 0JBB, ?>8$, 65?6
C .etwork *overageN 0G Telecom *ircles
C $ubscriber baseN R < million
C $ubscriptionsN >ost >aid, >re >aid
IDEA
C Arand .ameN 56+
C .etworkN ?$- ;BB, 0JBB, ?>8$, 65?6
C .etwork *overageN @ Telecom circles
C $ubscriber baseN Q G million
C $ubscriptionsN >ost >aid, >re >aid
B$L Mo+i'e
C Arand .ameN A>'
C .etworkN ?$- ;BB, 0JBB, ?>8$
C .etwork *overageN @ Telecom circles
C $ubscriber baseN Q 3 million
C $ubscriptionsN >ost >aid, >re >aid
What an Idea!
An idea can change your life.
CDMA O#erators 7 RELIANCE
C Arand .ameN 8-- 8eliance ndia -obile
C .etworkN *5-+ 3BBB-0x
C .etwork *overageN 0J Telecom circles
C $ubscriber baseN R @,J million
C $ubscriptionsN >ost >aid, >re >aid
TATA INDICOM
C Arand .ameN T+T+ or T+T+ ndicom
C .etworkN *5-+ 3BBB-0x
C .etwork *overageN @ Telecom circles
C $ubscriber baseN R 3 million
C $ubscriptionsN >ost >aid, >re >aid
BIBLIOGRA$,Y
$orta'sH;e+sites!
 --->o&afone>"om
 --->airte'-or'&>"om
 --->+usiness-or'&in&ia>"om
 --->te4esnets>"om
Business 8ourna's!
 Business -or'&
 Business to&a(
Ne-s #a#ers!
 Times of In&ia
 E"onomi" times
Boo4s referre&!
 Consumer Behaior in In&ian $ers#e"tie>
,ima'a(a $u+'ishin) ,ouse7SuIa R> Nair