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Executive Summery: Study On Consumer Behaviour
Executive Summery: Study On Consumer Behaviour
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
The study was conducted to gauge into the consumer’s mind and understand the
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
consumer perception, brand awareness, buying motives and their expectations and
by interviewing the customers with the help of questionnaire. The secondary data is
collected from company records, through the help of external guide and also through
Sample size is limited to respondents, who are existing and new Vodafone consumers.
The questionnaire is analyzed with the help of tables and charts. Which may helps to
know about consumer perception, awareness and satisfaction level of the consumer
etc.
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Lastly the findings indicate that most of them are satisfied with the products and
rates for calling and messaging etc .Keeping the above factors and consideration we
arrive to suitable conclusion that trends in mobile segment is and its growth is
tremendous. If the demand is rising in the same pace then the company should be able
Finally 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.
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GENERAL INTRODUCTION
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”
All the firms have started considering ‘customer’ as the king or ‘queen’. Interestingly,
after the liberalization of India’ economy, the market place is flooded with many new
players including the host of MNCs resulting in then availability of more number of
brands in every segment of the market. On 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
expectations.
Concepts:
satisfaction level.
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INDUSTRY PROFILE:
COAI’ main objectives are to protect the common & collective interests of its
members.
The first GSM call was made in 1996 on Bharti Cellular Network in New Delhi.
SMS service started in the year 2000. India presently follows a CPP model, whereby
calling party pays. Incoming calls were made free since April 1, 2002 and that has
substantially boosted the subscriber growth rate. In India GPRS is widely offered by
major operators. BPL was the first operator to launch GPRS in India, followed by
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OUT LOOK
The recent tariff cuts announced by various telecom operators would affect he bottom
line of these companies. The companies that are unequipped to match up with the
competition and does not have economies of scale would loose out in this race.
Smaller players might find difficult to be in the business and may merge with big
(FDI) from 49% to 74% had hit roadblock due to political indifference and security
concerns expressed by intelligence bureau. This would block cross border mergers in
coming periods.
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COMPANY PROFILE
operations in 1994 when its predecessor Hutchison Telecom acquired the cellular
license for Mumbai. Vodafone Essar now has operations in 16 circles covering 86% of
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 is the world's leading
across 5 continents and 40 partner networks with over 200 million customers
worldwide. Vodafone has partnered with the Essar Group as its principal joint venture
The Essar Group is a diversified business corporation with interests spanning the
Shipping & Logistics and Construction. The Group has an asset base of over Rs.400
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communications company, has fully arrived in India. Vodafone Essar announced that
“the Vodafone brand will be launched in India from 21st September onwards”.
acquisition of Hutchison Essar in May 2007 and the company was formally renamed
Vodafone Essar in July 2007. "This transition is probably the largest brand change
ever undertaken in this country and arguably as big as any in the world. It is even
larger than thier previous brand transitions as it touched over 35 million customers,
across 400,000 shops and thousands of our own and our business associates'
employees."
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SERVICE PROFILE
The name Vodafone comes from “Voice data fone” chosen by the company to reflect
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DOWNLOADS ASTROLOGY
SPORTS AND
MAIL, MESSAGE,
TRAVEL
etc
NEWS AND
ENTERTAINMEN
UPDATES
T
FINANCE
BILL INFO
CALL
MANAGMT
SERVICES
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POST-PAID
PRE-PAID
VODAFONE- PCO
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implications.
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Environmental cues.
different consumption
services.
consumer.
decisions.
of consumers.
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RESEARCH METHODOLOGY:
SOURCES OF DATA:
present and surveying are the basis for study and analysis.
study.
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secondary data.
PRIMARY DATA:
and suggestions.
SECONDARY DATA:
POPULATION
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SAMPLE DESIGN:
SAMPLE PLAN
SAMPLE SIZE:
SAMPLE UNIT
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COLLECTION:
implemented:
interviewing directly.
Questionnaire:
FIELD WORK
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RESEARCH DESIGN
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METHODOLOGICAL ASSUMPTIONS
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their opinion.
Bangalore city.
connection.
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be used.
TABLE 1
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Inference:
Interpretation:
Graph-1
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TABLE 2
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<18 yrs 3 6%
18 to 29 yrs 38 76%
30 to 40 yrs 6 12%
>40 yrs 3 6%
TOTAL 50 100%
INFERENCE:
INTERPRETATION:
Graph-2
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TABLE 3
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Student 36 72%
Salaried 9 18%
Businessmen 2 4%
Others 3 6%
TOTAL 50 100%
INFERENCE:
ITERPRETATION:
Graph-3
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TABLE 4
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INFERENCE:
INTERPRETATION:
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Graph-4
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TABLE 5
Yes 20 40%
No 30 60%
TOTAL 50 100%
INFERENCE:
INTERPRETATION:
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Graph-5
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TABLE 6
BRAND NO OF RESPONDENTS
INFERENCE:
INTERPRETATION:
than Vodafone.
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Graph-6
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TABLE 7
INFERENCE:
INTERPRETATION:
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Graph-7
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Vodafone, SUBSCRIBERS.
TABLE 8
GENDER NO OF PERCENTAGE
RESPONDENTS
Male 44 88%
Female 6 12%
TOTAL 50 100%
Inference:
Interpretation:
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Graph-8
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TABLE 9
INFERENCE:
INTERPRETATION:
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Graph-9
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TABLE 10
OCCUPATION NO OF PERCENTAGE
RESPONDENTS
Student 34 68%
Salaried 13 26%
Business 2 4%
Others 1 2%
TOTAL 50 100%
INFERENCE:
ITERPRETATION:
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Graph-10
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TABLE 11
RESPONSE NO OF PERCENTAGE
RESPONDENTS
YES 11 22%
NO 39 78%
TOTAL 50 100%
INFERENCE:
INTERPRETATION:
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Graph-11
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TABLE 12
BRAND NO OF
RESPONDENTS
Vodafone to Air -Tel 7
Spice to Vodafone 4
Vodafone to reliance 0
Vodafone to Tata 0
TOTAL 11
INFERENCE:
INTERPRETATION:
than Vodafone .
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Graph-12
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TABLE 13
INFERENCE:
INTERPRETATION:
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Graph-13
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TABLE 14
INFERENCE:
INTERPRETATION:
of Vodafone products.
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Graph-14
PRODUCTS
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TABLE 15
Network 4 16 25 5 0
Customer care 10 20 10 8 2
Availability of SIM 15 21 10 3 1
and R-Coupons
Roaming 8 10 15 10 7
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Graph-15
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TABLE 16
PARAMETERS NO OF PERCENTAGE
RESPONDENTS
Excellent 8 16%
Very Good 10 20%
Good 30 60%
Poor 2 4%
Very poor 0 0%
TOTAL 50 100%
INFERENCE:
INTERPRETATION:
good.
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Graph-16
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RESEARCH FINDINGS
effective.
Vodafone is economical.
1800MHz,
OBSERVATIONS:
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Social
VODAFONE SERVICES.
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subscribers.
CONCLUSION:
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itself.
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are availing.
they provide
ANNEXURES
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estimated to be around
CIRCLE GROWTH
Circle Definition: in India areas classified on the basis of
subscriber and revenue potential, Where Metro circle has
the highest potential and C circle has the lowest
• Entire Nation is divided into 4 circles – Metros, A,
B&C
Metro circle – Delhi, Mumbai, Kolkata & Chennai
A Circle: States of Maharshtra, Gujarat,Andhra,
Karnataka & Tamilnadu
B Circle: States of Kerala, Punjab, Haryana, Uttar
Pradesh, Rajasthan & Madhya Pradesh
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EDGE
CDMA
WI-FI
GPRS
BROADBAND
Technology
GSM
INTERNET
CABLE
TV
FIRST
PHONE
2004-
1882 1990 1995 2001-2002 2003 onwards
Number of years.
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VODAFONE TELECOM
IDEA
BPL Mobile
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TATA INDICOM
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BIBLIOGRAPHY
Portals/Websites:
www.vodafone.com
www.airtelworld.com
www.businessworldindia.com
www.tekesnets.com
Business Journals:
Business world
Business today
News papers:
Times of India
Economic times
Books referred:
Himalaya Publishing
House-Suja R. Nair
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