A STUDY

ON

CUSTOMER SATISFACTION
TOWARDS VODAFONE
Submitted in partial fulfillment of the

requirement for the award of the degree of

BACHELOR OF BUSINESS ADMINSTRATION

BY

G.SOWMYA

(165014021)

Under the esteemed guidance of

AIKYA.B.PM.B.A
Lecturer in Management Studies

DEPARTMENT OF BUSINESS MANAGEMENT

VASAVI MAHILA KALASALA

AFFILIATED TO RAYALASEEMAUNIVERSITY

KURNOOL

2016-2019

A STUDY
1
 ON
CUSTOMER SATISFACTION

TOWARDS VODAFONE

Submitted in partial fulfillment of the

requirement for the award of the degree of

BACHELOR OF BUSINESS ADMINSTRATION

BY

G.SOWMYA

(165014021)

Under the esteemed guidance of

AIKYA.B.PM.B.A
Lecturer in Management Studies

DEPARTMENT OF BUSINESS MANAGEMENT

VASAVI MAHILA KALASALA

AFFILIATED TO RAYALASEEMA UNIVERSITY

KURNOOL

2016-2019

Vasavi Mahila Kalasala

2
 Kurnool
Department of Business Management

CERTIFICATE

This is to certify that the Project Report titled “A STUDY OF CUSTOMER

SATISFACTION TOWARDS VODAFONE” was carried out by

G.SOWMYA, of Regd.No:165014021. This is submitted in partial fulfillment for

the award of the Degree of Bachelor of Business Administration(BBA) of

Rayalaseema University ,during the academic year 2016- 2019.

EXAMINER PRINCIPAL

HOD

3
 PROJECT GUIDE CERTIFICATE

Ms.G.SOWMYA ,pursuing BBA of final year from Vasavi Mahila Kalasala, Kurnool

in partial fulfillment for the award of the degree has done her project entitled, “A

STUDY ON CUSTOMER SATISFACTION TOWARDS VODAFONE”, under

my guidance has furnished the details true to the possible extent of my knowledge.

Place:

Date:

Aikya.B.P
Lecturer of the Department
of Management Studies

4
 DECLARATION

I hereby declare that this Project Report titled “A

study on customer satisfaction towards vodafone”

submitted by me to the Department of Business

Management, Vasavi Mahila Kalasala, is a

bonafide work undertaken by me and it is not

submitted to any other University or Institution for

the award of any degree/diploma/certificate or

published any time before.

Name of the Student Signature of the Student

Date:

5
 ACKNOWLEDGEMENT

I, the researcher would like to express my thanks to all those who helped me

directly or indirectly to complete this project.

First, I take this opportunity to express my sincere thanks to our

Principal Smt. Dr. N. Parvathi Madam and the college management for

providing an opportunity and facility in successful completion of my project.

I also thank Akiya B.P Mam, Vasavi Mahila Kalasala, Kurnool for his constant

guidance and valuable advice.

My heartful thanks to the N.Sandeep Kumar sir ,N.Purnima Devi Mam

P .keerthi kumari Mam, G.S.Radha Mam, K.Vinod Kumar Sir, who

showed infinite interest and helped me at all times with valuable suggestions

and kind co-operation without whom I could not draw multifarious sketch for

my Project Work.

Finally, I am thankful to my parents who helped me directly in my phase of

completion of this project work.

G.SOWMYA

6
 contents
1. Introduction 8

2. Industry Profile 11

3. Company Profile 14

4. Need for the Study 22

5. Research Methodology 24

6. Concepts of Retailing 28

7. Data Analysis 33

8. Findings 44

9. Annexure

Questionnaire 46

Bibliography 50

MARKETING
7
 Goods and services do not move automatically from
producers to the users. There is a definite mechanism that brings
about exchange of goods and services against money. Marketing is the
belt that connects two major wheels of any economy namely
producers and consumers. It is the creation of utilities as goods and
services get value addition by the time they reach the consumers.

“ Marketing is the social process in which individuals and

organizations obtain what they need and want they through creating
and exchanging value with others.’’

MANAGEMENT

Vodafone group plc/Vodafone/is a British multinational

telecommunications conglomerate, with headquarters in London. …
Its Vodafone Global Enterprise division provides telecommunications
and IT services to corporate clients in 150 countries.

….Kotler and Amstrong

8
What is a 'Customer'

A customer is an individual or business that purchases the goods or services

produced by a business. Attracting customers is the primary goal of most
public-facing businesses, because it is the customer who creates demand for
goods and services. The word customer historically derives from “custom”,
meaning ”habit”, a customer was someone who frequented a particular shop,
who made it a habit to purchase goods there, and with whom the shopkeeper
had to maintain a relationship to keep his or her “custom”, meaning expected
purchases in the future.

CUSTOMER SATISFACTION

Customer satisfaction, a business term is a measure of how products and

services supplied by a company meet or surpass customer expectation. It is seen
as a key performance indicator within business and is part of the four of a
balanced scorecard.

Customer satisfaction provides a leading indicator of consumer purchase

intentions and loyalty. Customer satisfaction data are among the most frequently
collected indicators of market perceptions. Their principal use is twofold.

Customer satisfaction is the most common form of market research in business-

to-business markets and is often connected to quality and production
measurement, rather than as straight marketing based research. Before setting
up a customer satisfaction programmed, it is necessary to ensure that the
organization has the will to actually make changes for improvement; otherwise

9
you will simply be annoying customers by taking their time to collect
information, then not doing anything with it.

Customer satisfaction refers to the emotional response that people feel after
making a purchase from a company. The more positive the level of customer
satisfaction, the more likely the purchaser is to come back and buy again and to
recommend that company to others who are looking for what the seller has to
offer. Word of mouth and referrals are often the most promising ways for a
business to grow.

DEFINITION:
“Satisfaction is a person’s feelings of pressure of disappointment resulting from
comparing a products perceived performance in relation to his or her
expectations.”

Philip Kotler

10
INDUSTRY PROFILE

Telecommunications is the backbone of our future economy. International

competitiveness increasingly depends on the development of a
telecommunications infrastructure that is compatible with
internationalstandards"

The cellular industry all over the world has been witnessing very high growth
rates in subscriber base in recent years. For developing countries in particular,
cellular services are becoming a very significant proportion of the overall
telecom infrastructure. The mechanics of competition within this market involve
complex feedback effects between individual service providers and with their
operating environment, and these forces play an important role in governing the
growth of this industry.

The Indian telecommunications sector has undergone a major process of

transformation because of significant Government policy reforms during the
recent years. The New Telecom Policy, 1999 focused on creating an ideal
environment for investment, establishing communication infrastructure by
leveraging on technological development and providing affordable telecom
services to all.We believe that with these major initiatives of the Government,
the mobile market in India will have a promising future.

In a country like India which is not yet telephone-saturated and the ongoing
changes in related areas are resulting in a rapidly changing profile of users,
providers and their respective needs, continuous revision of the telecom policy
is imperative. Given the emerging new technologies and the integrating
economies there must be fairness among competitors.

The tele-density in India is about four per hundred people in respect of the fixed
telephones and a little less than one in respect of the mobile telephony. The

11
densities are not because there is no need for a telephone but because of its high
cost that many cannot afford that one. The situation here is nothing but holding
true of the “law of demand”.

You can now directly access your email account on Yahoo! Mail on your
Vodafone phone. What’s more, you do not need a WAP enabled handset for this
service as it is based on SMS. So gain freedom from your PC and access your
Yahoo! mails anytime, anywhere on your Vodafone phone. You will be charged
Rs. 2 per outgoing message. Incoming messages are free.

Party invitations, movie outings, festive greetings whatever be the occasion, you
can send your message to all your friends at one go!
With Group Messaging from Vodafone, you can thus save yourself the bother of
painstakingly sending your message to one person at a time whether you are on
Vodafone Prepaid or Postpaid.

Vodafone4help now lets you take advantage of a lot more services than before.
You can connect to the nearest fire brigade or mechanic or florist or even order
a pizza. If you are stranded in the middle of the road, or if you you need
immediate medical attention or if you are looking for a police station close by,
Vodafone4help gives you instant access to your nearest source of help,
anywhere in Delhi or the NCR.All the help services are charged@Rs.6/min.
while for police and fire help only local airtime charge is applicable.

COMPETITORS OF VODAFONE

 RELIANCE INDUSTRIES LIMITED

 BHARAT SACHAR NIGAM LIMITED

 BHARTI AIRTEL LIMITED

12
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 2013).
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 2013 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

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

13
providing technology vision and leadership that can contribute directly to
business decisions.

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-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.

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. After the sale, Vodafone
Sweden became a Partner Network. In December 2005 Vodafone won an
auction to buy Turkey's second-largest mobile phone company, Telsim, for $4.5
billion. In December 2005 Vodafone Spain became the second member of the

14
group to adopt the revised logo: it was phased in over the following six months
in other countries.

In 2006 the Company rebranded its Stoke-on-Trent site as Stoke Premier

Centre, a centre of expertise for the company dealing with Customer Care for its
higher value customers, technical support, sales and credit control. All
cancellations and upgrades started to be dealt with by this call centre. On 5
January 2006 Vodafone announced the completion of the sale of Vodafone
Sweden to Telenor. On February 2006 the Company closed its Birmingham Call
Centre. In 1 February 2006 Oskar Vodafone became

Vodafone Czech Republic, 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, which is part of
mobilkom Austria group.

On 12 March 2006 former chief, Sir Christopher Gent, who was appointed the
honorary post Chairman for Life in 2003, quits following rumours of boardroom
rifts. In April 2006 the Company announced that it has signed an extension to its
Partner Network Agreement with BITE Group, enabling its Latvian subsidiary
"BITE Latvija" to become the latest member of Vodafone's global partner
community. Also in April 2006 Vodafone Sweden changed its name to Telenor
Sverige AB and Connex-Vodafone became Vodafone Romania, also adopting
the new logo. On 30 May 2006 Vodafone announced the biggest loss in British
corporate history (£14.9 billion) and plans to cut 400 jobs; it reported one-off
costs of £23.5 billion due to the revaluation of its Mannesmann subsidiary. On
24 July 2006 the respected head of Vodafone Europe, Bill Morrow, quit
unexpectedly and on 25 August 2006 the Company announced the sale of its
25% stake in Belgium's Proximus for €2 billion. After the deal, Proximus was
still part of the community as a Partner Network. Vodafone Iceland and on 19
15
December 2006 the Company announced the sale of its 25% stake in
Switzerland's Swisscom for CHF4.25 billion (£1.8 billion). After the deal,
Swisscom would still be part of the community as a Partner Network. Finally in
December 2006 the Company completed the acquisition of Aspective, an
enterprise applications systems integrator in the UK, signaling Vodafone's intent
to grow a significant presence and revenues in the ICT marketplace.

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. On 1 May 2007 Vodafone added
Jersey and Guernsey to the community, as Airtel was signed as Partner Network
in both crown dependencies. In June 2007 the Vodafone live! Mobile Internet
portal in the UK was relaunched. Front page was now charged for and
previously "bundled" data allowance was removed from existing contract terms.
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. On 1 August 2007
Vodafone Portugal launched Vodafone Messenger, a service with Windows Live
Messenger and Yahoo! Messenage
JIO PLANS AFTER JIO LAUNCH

Soon after Reliance Jio and Airtel started the tariff

war, Vodafone joined in. It launched the Rs. 352 recharge
pack that offered 1GB data per day for 56 days, or two
recharge cycles of 28 days. Known as the Vodafone
Super Offer pack, it additionally provided unlimited local
and STD calls for the same validity period.

While the aforementioned pack was for prepaid users,

Vodafone offered free data to its RED postpaid users in
April this year. The company was offering either 3GB
data per month for 12 months (totalling to 36GB) or 9GB
16
data every month for duration of three months (totalling
to 27GB).

In a bid to attract existing customers to its SuperNet 4G

network, Vodafone in April announced that customers in
Mumbai could avail 4GB of 4G data on 4G handsets on
upgrading to a 4G SIM card on a 4G handset. It was a
one-time offer available for existing Vodafone
subscribers after they upgrade across Mumbai. While
Vodafone prepaid customers could avail this one-time
offer with 4G free data for a period of 10 days, postpaid
customers were to receive same 4GB data benefit till
the next billing date of their connection.

Vodafone soon started focusing on low validity recharge

packs as rivals were busy with data and calling packs
with more validity. In May this year, Vodafone announced
a Rs. 19 recharge pack that offered one day of validity
with 100MB of 4G data and unlimited local and STD calls
to Vodafone network only. While celebrating the
SuperWeek, Vodafone also launched Rs. 49 and Rs. 89
recharge plans that offered seven days of validity with
250MB of 4G data and unlimited local and STD calls to
just Vodafone customers and 250MB of 4G data with
same validity, but calls on other networks for free 100
minutes, in addition to unlimited Vodafone local and STD
calls, in a respective manner.

17
After a couple of data and calling plans, Vodafone came
back in Junewith a new recharge plan to mark the
occasion of Ramzan in June. However, it was only
confined to the northern circles of Uttar Pradesh West
and Uttarakhand. With Ramzan Special Pack, 2G and 3G
customers could enjoy the unlimited data offer for Rs 5.
and Rs. 19, respectively. 2G customers could get
unlimited local and STD calls plus unlimited data for Rs.
253. Under the offer, customers also got unlimited local
and STD calls plus 1GB data per day for Rs. 345.

Later, the company came up with Rs. 786 recharge

pack called the 'Vodafone Ramzan 786 Plan' with
benefits varying with different telecom circles. For
Assam and North-East circle, the pack offered unlimited
voice calling, unlimited national roaming, and 25GB data
at Rs. 786 for postpaid users. On the other hand, prepaid
subscribers from Rajasthan were offered full talk time
and ISD calling to UAE, Kuwait, Bahrain, Qatar, and
Saudi Arabia at just Rs. 0.14 per second also at Rs. 786
under the same plan rebranded as 'Vodafone Holy
Ramzan Pack'. In addition to this, Rajasthan users were
also offered 'Vodafone FRC 445' with unlimited local and
national calls, plus 1GB 4G/3G data daily, with a 70 days
validity period. Alternately, 'Vodafone FRC 295' provided
unlimited Vodafone to Vodafone calls along with 1GB
4G/3G data per day for 70 days.

In June, Vodafone launched the Rs. 29 recharge pack,

meant only for data usage in the night between 1am to
6am, that offered unlimited Internet 3G/ 4G data to the
18
users. The company claimed that it roughly translates to
Rs. 6 per hour for unlimited Internet to its users for the
mentioned timings.

Lastly, Vodafone launched a new offerto include a free

Netflix membership for its postpaid users who have
subscribed to Vodafone RED plans worth Rs. 1,299 or
higher. Depending on the subscription, the validity of the
free Netflix membership varies, giving the postpaid
users up to one year of the subscription. Additionally,
postpaid users get 30GB of free data under the RED
1299 unlimited plan.

Presently, the Vodafone recharge plans listed on the

company's website include the Rs. 149 plan and Rs. 349
plan. The Rs. 149 plan offers unlimited local and STD
Vodafone calls along with 2GB data (for 4G handset &
4G SIM), 300MB data (only 4G handset), and 50MB data
(non-4G handset) for 28 days. The Rs. 349 plan provides
unlimited local and STD calls on all networks and
landlines along with 50MB of 3G/4G data for 28 days.
Customers with 4G handsets will get 1GB data
additionally.

The Vodafone plans released recently are targetting new

4G subscribers, and do not offer the same benefits to
the company's existing customers. First up is the Rs.
244 Vodafone recharge that provides 1GB data per day
and bundled calls (both local and STD, on Vodafone
19
network only) for 70 days. However, the 70-day validity is
only for the first time you buy the recharge pack, and
you will get only 35-day validity the second time you
purchase the Rs. 244 pack. For existing Vodafone
customers upgrading to 4G, there's the Rs. 346 plan,
which comes with 1GB data per day, bundled calls to
any network (300 free minutes per day, 1,200 per week)
with 56-day validity.

For students joining its 4G network, the company has

the 'Campus Survival Kit', priced at Rs. 352. It comes
with 1GB of data per day for 84 days, as well as discount
coupons and a free messenger bag. However, there's a
catch - you need to purchase the Rs. 445 recharge for
the first 84-day period, and only after that the recharge
value will go down to Rs. 352.

In Rajasthan circle, Vodafone launched the Rs. 348

prepaid packwith 1GB data per day and unlimited local
and STD calls. However, the validity of this plan is just
28 days, a third of the competing Jio recharge plan.
Then there was the new Rs. 392 Vodafone pack that
offers 1GB data per day and unlimited STD and local
calls for 28 days, a revised version of the Rs. 346 pack.

For those who travel frequently, Vodafone launched a

new unlimited calling and data plan at as low as Rs. 180
per day. This plan is applicable in popular destinations
of Europe, such as the UK, Germany, Spain, Italy, the
Netherlands, Turkey, Greece, Portugal, Czech Republic,
Romania, and Hungary. The plans is available at
20
different price points on offer, and user can choose
between plans based on validities, from Rs. 500 for 24
hours to Rs. 5,000 for 28 days

NEED FOR THE STUDY:

Following are the main objective to study about the customer satisfaction on

Vodafone.

 To study telecommunication industry.

 To study the company profile of Vodafone.

 To study customer satisfaction of Vodafone.

 To study various Marketing activities provided by Vodafone.

 To study the various services provided by Vodafone.

21
RESEARCH METHODOLOGY

“Marketing research means the systematic gathering, recording,

analyzing of data about problems relating to the marketing of goods and

services”

METHODOLOGY ADOPTED:

Research methodology is a way to systematically solve the research problem.

Here we study the various steps generally adopted by the researcher in studying

the research methods to continue a part of research methodology.

In this research, both Primary and Secondary data taken into consideration. The

project would be executed through primary data i.e. questionnaires, discussion

with various age groups of employee, information from other group of

companies, internet data’s.

Primary data: - This is those, which are collected as fresh and for the

first Time, and thus happen to be original in character. There are many

ways of data collection of primary data like questionnaire, observation

22
 method, interview method, through schedules, pantry Reports,

distributors audit, consumer panel etc.

Secondary data: - These are those data, which are not collected afresh

and are used earlier also and thus they cannot be considered as original in

character. There are many ways of data collection of secondary data like

publications of the state and central govt., website, journals, companies

reports, reports prepared by researchers, reports of various associations

connected with business, Industries, banks etc. For this project secondary

data was taken from company’s reports and websites.

RESEARCH DESIGN:

1. Type of research: Descriptive research design

2. Sources of data: Primary Data & Secondary Data
3. Primary Data – Questionnaire
4. Secondary Data – Websites
5. Data collection method: Survey Method,Questionaire
6. Survey Instrument: Questionnaire (Closed and Open

Ended)
7. Method of communication: Collect the data through survey

of the employees in the organization

8. Sample size: 100 respondents
9. Sample unit: Here the researcher has randomly selected the

respondents of the kurnool

10.Sampling Design: Convenient sampling (sample collection)

23
 LIMITATION OF STUDY

 A number of customers are not satisfied with services, new schemes and

offers.

 A number of customers are not satisfied with the network coverage.

 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 service of customer care

of Vodafone.

24
INTRODUCTION:

Customer satisfaction, a business term, is a measure of how products and

services supplied by a company meet or surpass customer expectation. It is seen
as a key performance indicator within business and is part of the four
perspectives of a Balanced Scorecard.

In a competitive marketplace where businesses compete for customers,

customer satisfaction is seen as a key differentiator and increasingly has become
a key element of business strategy.

There is a substantial body of empirical literature that establishes the benefits of

customer satisfaction for firms.

MEASURINGCUSTOMERSATISFACTION

Organizations are increasingly interested in retaining existing customers while

targeting non-customers; measuring customer satisfaction provides an indication

of how successful the organization is at providing products and/or services to

the marketplace.

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. 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. The level of

satisfaction can also vary depending on other options the customer may have

25
and other products against which the customer can compare the organization's

products.

Because satisfaction is basically a psychological state, care should be taken in

the effort of quantitative measurement, although a large quantity of research in

this area has recently been developed. Work done by Berry, Brodeur between

1990 and 1998 defined ten 'Quality Values' which influence satisfaction

behavior, further expanded by Berry in 2002 and known as the ten domains of

satisfaction. These ten domains of satisfaction include: Quality, Value,

Timeliness, Efficiency, Ease of Access, Environment, Inter-departmental

Teamwork, Front line Service Behaviors, Commitment to the Customer and

Innovation. 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. Work done 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. This provides the measurer with a satisfaction "gap"

which is objective and quantitative in nature. Work done by Cronin and Taylor

propose the "confirmation/disconfirmation" theory of combining the "gap"

described by Parasuraman, Zeithaml and Berry as two different measures

(perception and expectation of performance) into a single measurement of

26
performance according to expectation. According to Garbrand, customer

satisfaction equals perception of performance divided by expectation of

performance.

The usual measures of customer satisfaction involve a survey with a set of

statements using a Likert Technique or scale. The customer is asked to evaluate

each statement and in term of their perception and expectation of performance

of the organization being measured.

Customer satisfaction, a business term is a measure of how products and

services supplied by a company meet or surpass customer expectation. It is seen
as a key performance indicator within business and is part of the four of a
balanced scorecard.

Customer satisfaction provides a leading indicator of consumer purchase

intentions and loyalty. Customer satisfaction data are among the most frequently
collected indicators of market perceptions. Their principal use is twofold.

Customer satisfaction is the most common form of market research in business-

to-business markets and is often connected to quality and production
measurement, rather than as straight marketing based research. Before setting
up a customer satisfaction programmed, it is necessary to ensure that the
organization has the will to actually make changes for improvement; otherwise
you will simply be annoying customers by taking their time to collect
information, then not doing anything with it.

27
Customer satisfaction refers to the emotional response that people feel after
making a purchase from a company. The more positive the level of customer
satisfaction, the more likely the purchaser is to come back and buy again and to
recommend that company to others who are looking for what the seller has to
offer. Word of mouth and referrals are often the most promising ways for a
business to grow.

28
 Suggestions Yes No
1) No. of respondents 93% 7% Do you have a mobile phone?

Purpose:

The main purpose of this question is to know how many respondents use mobile
phone.

Sales

No; 7.00%

Yes; 93.00%

29
Interpretation:

93% of the respondents are have a mobile phone while 7% of the

respondents do not have a mobile phone.

2) Are you aware about telecommunications services?

Purpose:
Suggestions Yes No
No. of respondents 95% 5%
The main purpose behind

this question is to know about the awareness of respondents regarding different

telecommunications services and also to know aboutwhich

telecommunication(operator’s) service they use.

30
 Sales

5.00%

95.00%

Interpretation:95% of the respondents are aware about telecommunications

services while 5% are not aware.

3) Which operator’s service do you use?

31
Operator’s service name No. of respondents PERCENTAGE
Vodafone 54 54%
Airtel 18 18%
Idea 13 13%
Reliance 10 10%
BSNL 3 3%
Tata Indicom 2 2%

12.96% 3.09% 1.85%

10.49%
53.70%

17.90%

Interpretation:

Major respondents using mobile are enjoying Vodafone services. 16% of

the respondents use Airtel, 6% respondents use Idea while 12%, 4% and 2%

respondents use Reliance, BSNL and Tata Indicom respectively.

4) Are you aware about Vodafone?

32
Purpose:

The purpose behind this question is to know about the awareness of

Vodafone among all the respondents.

Suggestions Yes No
No. of respondents 87% 13%

awareness
13

87

Interpretation:

Here 87% of respondents are aware and 13% are unaware.

5) From which source you came to know about Vodafone?

33
Purpose:

The purpose behind this question is to know from which source the

respondents came to know about Vodafone

Sources No. of respondents PERCENTAGE

Advertisements 36 36%
Hoardings 29 29%
Newspapers 20 20%
Mouth Publicity 15 15%

14.77%

35.80%

19.89%

29.55%

Interpretation:

36% of the respondents are aware about Vodafone through

Advertisements, 29% are aware because of Hoardings while 20% and 15% of
the respondents are aware because of Newspapers and Mouth Publicity
respectively.

6) Since how long you are using Vodafone Services?

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Purpose:

The purpose behind this question is to know about the usage time of

Vodafone customers i.e. since how long they are using Vodafone services.

Time period No. of respondents PERCENTAGE

Less than 1 month 14 14%
2-6 months 22 22%
6-12 months 25 25%
More than 1 year 39 39%

13.79%

39.08%
21.84%

25.29%

Interpretation: Major Respondents using Vodafone are old customers. 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.

7) Which of the following services do you use of Vodafone?

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Purpose:

The purpose behind this question is to know which services do the

Vodafone customer use, Pre-Paid or Post-Paid.

Services No. of respondents PERCENTAGE

Pre-Paid 84 84%
Post-paid 16 16%

16.09%

83.91%

Interpretation:

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

respondents use post-paid services.

8) Do you call at customer care?

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Purpose:

The purpose of this question is to know how many times and how often

the respondents call at customer care of Vodafone.

Suggestions Yes No
No. of respondents 87 13

12.64%

87.36%

Interpretation:

87% of the respondent calls at customer care while 13% respondents do

not call at customer care.

9)If yes, how often you call at customer care?

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Time Period No. of respondents PERCENTAGE
Daily 7 7%
Once a week 16 16%
Once a month 31 31%
Occasionally 46 46%

6.58%

15.79%

46.05%

31.58%

Interpretation

Major respondents here call customer care occasionally. 31% respondents

respondents call customer care once a month while 16% and 7% of respondents

call once a week and daily respectively.

10)Why you are using vodanfone Services?

Purpose:

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 The purpose of this question is to know why other respondents do not use

Vodafone services.

Reasons No. of PERCENTAGE

respondents
Lack of awareness 15 15%
High Prices 46 46%
Poor Services 23 23%
Poor Network 16 16%

15.38% 15.38%

23.08%

46.15%

Interpretation: 6 don’t use Vodafone services because of high prices. 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.

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 Chapter-8
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:

40
 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 introduce some new SMS schemes for the youngsters.

 Vodafone should introduce more schemes and offers.

 Vodafone should provide more schemes and offers to its old customers.

 Vodafone should decrease call rates of STD and ISD.

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 CHAPTER-9
ANNEXURE

QUESTIONNAIRE

Name: ________________

Age: ___ years

Sex: Male/Female

1) Do you have a mobile phone?

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 A. Yes B. No

2) Are you aware about telecommunications service?

A. Yes B. No

If yes, then which operator’s Service do you use?

 Vodafone

 Airtel

 Idea

 Reliance

 BSNL

 Tata Indicom

3) Are you aware about Vodafone?

A .Yes B. No

4) From which source you came to know about Vodafone?

A. Advertisement B. Hoardings

C. Newspapers D. Mouth Publicity

5) Since how long you are using Vodafone services?

A .Less than 1 month B.2-6 months

C.6-12 months D .More than 1 year

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6) Which of the following services do you use of Vodafone?

A. Pre-paid B. Post-paid

7) Dou you call at customer care?

A. Yes B. No

If yes, how often you call at customer care?

 Daily

 Once a week

 Once a month

 Occasionally

8) For what reason you call at customer care?

A. Value added services

B. Information regarding new schemes

C .Other queries

D. Complaining

9) What makes you unaware about Vodafone?

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 A .Less Advertisements B. Less Publicity

C .Others

Q10) Would you like to recommend Vodafone to others?

A .Yes B .No

Q11) Give your suggestions to help in serve you better.

________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________

BIBLOGRAPHY

WEBSITES:

1. www.wikipedia.com
2. www.google.com
3. www.vodafone.com

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BOOKS:

Marketing Management - Philip Kotler

Consumer Satisfaction - Peter Drucker

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