A

PROJECT REPORT
TO STUDY ON CUSTOMER SATISFACTION TOWARDS
VODAFONE MOBILE SERVICE LTD.
ON
PARTIAL FULFILLMENT OF MBA PROGRAM
MASTER OF BUSINESS ADMINISTRATION
(MBA: 2018-2019)

Dr. A.P.J Abdul Kalam Technical University, Lucknow

Axis Institute of Planning & Management

UNDER THE GUIDANCE OF
MISS. Sonal Mehrotra
SUBMITTED TO SUBMITTED BY
Dr. Vineet Pandey Priyanshu gautam
(HOD) MBA-2nd YEAR
(1872370053)

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 DECLARATION
I Priyanshu gautam pursuing Master of Business Administration (MBA) 2nd year from Axis institute of
planning & management in the session 2018-19. I hereby declare that this summer training research project

Report titled. “TO STUDY ON CUSTOMER SATISFACTION TOWARDS VODAFONE

MOBILE SERVICE LTD”.  Is the outcome of my own effort at Vodafone Mobile Service Ltd.,

Organization under the guidance of Miss. Sonal Mehrotra the same report has not been submitted earlier to
any Institute for awarding degree of MBA or any other professional course.

Date: ………….
 
Signature in full: ……………..…
 Place: Name: Priyanshu Gautam

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 PREFACE

These days institute have started giving more and more stress on the management training, as it is
first interface of a management student with the culture of the corporate world and it also gives
the first hand experience to use the knowledge acquired by them through their faculty in the
classroom.

Our institute has also been looking in the same direction and also determined to produce quality
students who are having balance knowledge of both the theoretical aspects and the practical
knowledge.

To cover this aspect, which is the part of the curriculum as well, my project is

TO STUDY ON CUSTOMER SATISFACTION TOWARDS VODAFONE MOBILE

SERVICES LTD. “Whenever you go, our network follows”

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 ACKNOWLEDGEMENT

It is a pleasure to record my thanks and gratitude to person and organization

whose generous help and support enabled me to complete this study within
the stipulated time period. At the outset, I am grateful to Vodafone for giving
me this opportunity. The talented faculty of my institute deserves the praise
for their role in shaping this report. Here I would like to acknowledge the
help under the guidance of Miss. Sonal Mehrotra for their valued
suggestions and insight.

A report of this nature is a product of ideas and experiences of several

persons accumulated over years, though I am unable to mention them all, my
debt of gratitude to them is no less. I am greatly indebted to all those
individuals who have helped me even up to the slightest level in the
completion of this project.

However, I take the responsibility of all my shortcomings.

(Priyanshu gautam)

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 TABLE OF CONTENT

S.NO. CONTENT PAGE NO.

1 INTRODUCTION 7

1.1 Overview of the topic 8

1.2 Aims, objective and Scope 9
1.3 Organization/Outline of the Report

2 LETRATURE REVIEW 10

2.1 Introduction 11
2.2 Mission 12
2.3 Vision 13
2.4 About Vodafone 14
2.5 Core Values 18
2.6 Accomplishment 19
2.7 Customer Satisfaction 20
2.8 Scope 23
3 DESIGN AND METHODOLOGY

3.1 Introduction 24
3.2 Research problem 25
3.3 Research Design 26
3.4 Data Analyses 27
3.5 Data Collection Sources 28
3.6 Research Tool And Techniques 29
3.7 Types Of Research 30

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4 RESULTS AND DISCUSSION

4.1 Hypothesis 31
4.2 Sampling 32
4.3 Sample Size 33

5 DATA ANALYSES AND INTERPRETATION 35-57

5.1 Finding 48
5.2 Suggestion 50
5.2 Limitation 51
5.3 Recommendation 52
5.4 Annexure 54
5.5 Conclusion 57
5.6 Bibliography 58

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 INTRODUCTION

"Telecommunications is the backbone of our future economy. International competitiveness increasingly depends

on the development of a telecommunications infrastructure that is compatible with international standards "The

cellular industry all over the world has been witnessing very high growth rates in subscriber base in recent

years. 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 majo process 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. These

objectives of the policies have resulted in rapid growth of subscribers and lower tariffs. We believe that with

these major initiatives of the Government, the mobile market in India will have a promising future.

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 OVERVIEW OF THE TOPIC

The basic purpose of the project “TO STUDY ON CUSTOMER SATISFACTION TOWARD VODAFONE
MOBILE SERVICE” is to focus on the areas where the subscription base or the customer base is
low. All the customers and retailers were tracked on the basis of CSI (Cell Site Intelligence).
Through this project company‘s motive is to increase the customer base in these areas over their
competitors by opening new outlets in these areas who can sell Vodafone recharges and new
connections.
Another purpose of this project is to open outlets everywhere so that customer will not face
problems in finding Vodafone recharge and he can get his mobile recharged in 5 min
anywhere.
importance was given to get the retailer‘s response as a user about Vodafone services and to
make them start selling Vodafone recharges there on commission basis, so that subscription
rate will increase there and the customers nearby will not face problems in getting recharges
and new connections and they will not be any need for them to go far places to get their phones
recharged.
Also through this awareness about TYC (Thank you card) was done so that they will visit
Vodafone stores and mini stores and can get free gifts from there.

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 OBJECTIVE

I. The objective of the project and research.

II. As to know about the view of retailers in the villages as a user about the Vodafone and
satisfy their queries and make them understand the telecom business of selling the
Recharge coupons, Values and New connections for the Characteristics low income and
rural consumers.
III. With the help of the questionnaire we were able to know their status and their problems
in selling our recharges. With the help of our understanding and company‘s policies and
information we solved their queries and convert many of them into our Outlets.
IV. Position promotion price and placement of service product.

V. To increase our village wise DPL i.e. Dealer per lace this shows the presence of
Vodafone in the market and convenience for users.

VI. Another objective of this project was to do activities to convert Competition.

VII. Customer to Vodafone (BSNL/AIRTEL) for this purpose TYC promotion and brand
promotion, for its customer focused activities, was done.

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 LITERATURE REVIEW

TO STUDY ON CUSTOMER SATISFACTION TOWARDS VODAFONE MOBILE

SERVICE LTD.

The cellular industry all over the world has been witnessing very high growth rates in subscriber base in
recent years. 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 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.

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 COMPANY PROFILE

INTRODUCTION:

COMPANY PROFILE 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 datafone, 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 Wireless.

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 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.

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 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.

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 ABOUT VODAFONE

Today, in India, becomes Vodafone. Now, the pink color logo of Hutch is replaced by Vodafone Essar

Corporate red colored one.  In 2005-06, the Orange brand in Mumbai was phased out to introduce (now

Vodafone). The company also changed the colors of its logo from orange to pink and then red.

After acquiring 67 per cent of stake (around Rs. 250 crore) in icon Essar from Hong Kong-based icon

Whampoa, Vodafone Essar is expecting to touch over 35 million customers across 400,000 shops and

Thousands of ‟s own employees along with employees of its business associates. Vice chairman,

Ravi Ruin, Vodafone Essar, said “We’ve had a good innings as in India and today marks a new

Beginning for us, not as a departure from the fundamentals that created, but an acceleration into the

future with Vodafone’s global expertise.”

 
Vodafone CEO, Marten Pieter’s of the Vodafone Essar will be landing in India for the meeting that would

Discuss branding exercise, expansion plans, spectrum requirements for its expanding subscriber base and future

Plans. Vodafone offers a host of premier value added services (VAS) including national and international

Roaming in over 70 countries in over 160 networks, Wireless Application Protocol (WAP), short message

Service, voice mail service, auto roam, fax and data, cricket updates, M-banking, general information, tarot line,

Etc. The company launched WAP in Delhi in October 2000, much before its rival Bharti. It has 5000 WAP
customers,

As in December 2000. The company has been a prime mover in introducing these value-added

Services in the Delhi circle. The values are stated Sim ply. To be fair and transparent in what they

Do and how they do it. To provide the quality services with more customer friendly practices. To

Make one’s communications experience Simple, pleasurable and fun. Where he doesn't Sim ply get
technology

But technology that is relevant. Where solutions are not just promised in the future - but delivered in the

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  V O D A F O N E D U R I N G 2 0 0 0 ’ S
 2000
 The acquisition of Mannesmann Ag almost doubles the size of the Vodafone group
making it the largest mobile telecommunications company and one of the top ten
companies, by market capitalization, in the world.
 Vizzavi is launched, a 50/50 joint venture between Vodafone air touch and vivendinet to
 Deliver a multi-access branded internet portal for Europe.

 Vodafone acquires the largest available 3g license in the UK. In parallel with the
development of 3g, Vodafone announces its intention to offer GPRS (general packet
radio service) to UK corporate customers.
 The global star satellite communications service is launched in the UK.

 2001
 Vodafone introduces instant messaging to its networks.
 Vodafone makes the world‘s first 3g roaming call between Spain and Japan.
 2002
 Vodafone trials its global mobile payment system in the UK Italy and Germany.
 Vodafone launches the first commercial European GPRS roaming service.
 The Vodafone group foundation is launched. The group and its subsidiaries plan to
contribute
 £20 million to community programs, guided by the group social investment policy.
 Vodafone launches Vodafone live! & mobile office, two new consumer and business
 Propositions.
 Arun Saran was selected to succeed Sir Christopher Gent as Chief Executive of
Vodafone group plc.
 2003
 Vodafone live attracts 1 million customers in its first six months.
 Orange, telephonic mobiles, T-Mobile, and Vodafone form a new association
to drive interoperable mobile payments

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 2004

 Vodafone launches its first 3g service in Europe with the Vodafone mobile connect
3g/gprs data card.
 Vodafone live! With 3g is launched in 13 markets.

 2005
 Vodafone simply is launched, giving customers new, easy-to-use voice and text services.
 Vodafone introduces passport, a new voice roaming price plan.
 2006
 The number of Vodafone live Customers with 3g reach 10 million

 2007
 Vodafone announcement on 11february 2007 that it had agreed to acquire Hutchison
telecommunications international limited`s (“ HTIL”)
 2008: Vodafone acquired the Licenses in remaining 7 circles and has started its pending
operations in Madhya Pradesh/Chhattisgarh with its headquarters at Malviya Nagar
 2009: Vodafone Assar - 1st Indian Telecom operator to receive the Payment Card
Industry Security Standard (PCI DSS) certification for its Mumbai operations and
launches unlimited SMS offer in Mumbai.

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V O D A F O N E D U R I N G 2 0 1 0 ’ S :

 2010: Vodafone has crossed the landmark of 100 million subscribers in India. With this
achievement, Vodafone Assar becomes world‘s 5th operator with 100 million customers
in a single country. Vodafone has also increased its market share to strengthen its
position as India‘s second largest operator in terms of revenue. This is a significant
achievement for us and reflects the trust customers have bestowed on the company, said
Sunil Sood, Managing Director and CEO, Vodafone Essar, In the past three years, we
have invested over Rs. 20,000 crores to expand our operations to service customers in
India. We will utilize our global and Indian experience to deliver the best products and
services to our customers.
 2011: Vodafone group buys out its partner Essar from its Indian mobile phone business.
 It paid $5.46 billion to take Essar out of its 33% stake in the Indian subsidiary. It left
Vodafone
 Owning 74% of the Indian business.
 2014: on 11 April Vodafone acquire 100% stake in Vodafone Indian and on 6 August
Vodafone Indian launches Vodafone RED 4 new postpaid plans across.
 2015: on 17january Vodafone launches its iPhone plans across India
 2016: total number of Vodafone India subscribers: 141,519,840 i.e 21.54% of the total
657,158,013 Indian mobile phone subscribers

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 CORE VALUES

 We shall uphold the dignity of the individual.

 We shall honor all commitments.

 
 We shall be committed to Quality, Innovation and Growth in
every endeavor.

 We shall be responsible corporate citizens.

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 ACCOMPLISHMENT
 

 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 international mobile communications group with approximately 315
Million proportionate customers as at 30 June 2009

 Vodafone currently has equity interests in 31 countries across five continents and around 40 partner
networks worldwide.


 The Essar Group is a diversified business corporation with a balanced portfolio of assets in the
Manufacturing and services sectors of Steel, Energy, Power, Communications, Shipping Ports &
Logistics, and Projects. –

 
 Essar employs more than 50,000 people across offices in Asia, Africa, Europe and the
Americas.

 
 The company now has operations across the country with over 78.68 million customers.

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 CUSTOMER SATISFACTION

 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.

Measuring customer satisfaction

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

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,

Brooder 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

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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, Zenithal 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 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.

Vodafone had highest customer satisfaction index in 2011

Lisbon, 25 August 2013 - Vodafone obtained the highest customer satisfaction index in the telecommunications

Sector in 2013, according to annual results published by InaCom. Vodafone achieved a satisfaction index of

74.4 (on a scale of 0 to 100), the highest score of all the companies in the Portuguese telecommunications

Market and considerably above the sector average of 67.6. In the report published by Anacom, Vodafone is

Ranked in first place in all the indicators included in the survey: Satisfaction with the operator, Image that

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Customers have of the operator, Customer Expectations, Perceived Quality of the operator's network and

Services, Perceived Value for Money, Complaints received and their handling, and Loyalty of customers to

Their operator. In the Perceived Quality indicator, Vodafone obtained a score of 8.3 points for overall quality,

Way ahead of the scores of the other two operators (both obtained 7.7 points). Vodafone comes top in all the

Indicators for perceived quality of network and services: technical quality of the network (8.2 points);

Customer service and advice capability (7.6)

According to Gar brand, 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 Liker 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.

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 SCOPE OF STUDY

There are many benefits related to take this study. Some of the benefits of taking this study
Are as follows:

 By analyzing this information, the company would be able to better design schemes
& services & target right prospects‟ needs & wants
.
 
 More people will get aware about Vodafone that will increase profit level of Vodafone.
This study helps to identify the behavior of consumer.

 
 When there are no offers & schemes from Vodafone.
 

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 RESEARCH METHODOLOGY

INTRODUCTION:

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 is 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.

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 RESEARCH PROBLEM

A research problem is a statement about an area of concern, a condition to be improved, a

difficulty to be eliminated, or a troubling question that exists in scholarly literature, in theory,

or in practice that points to the need for meaningful understanding and deliberate investigation.

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 RESEARCH DESIGN

 
 Type of research:

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EXPLANATORY RESEARCH

The basic statistical concept such as forecasting etc is used for determining the tax liability in of GST

at different proposed rates of tax.

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 DATA ANALYSIS

We prepared a questionnaire to get the response of the retailers is the rural area sites. Here I am
going to analyze this questionnaire with the help of Pie- charts. These pie-charts give the idea for
various areas we have chosen as responses and their weight age can be seen easily.

Here I am going to analyses each question one by one. And with the help of the understanding,
which I got through personal visits, I am able to analyze these and can give probable thoughts of
the villagers in statistical data form.

These pie charts are of very useful as we can draw information from them which can be proved
to be very valuable now or in future. Any company, who wants to enter in a rural area, wants
proper information available about that area in advance to form the strategies and this analysis is
of great help for them.

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 DATA COLLECTION SOURCES

A. PRIMARY SOURCES

The data required for the study has been collected from-

QUESTIONNAIRE - survey among the various industry sectors

Questionnaires shall include open ended and closed ended questions.

B.SECONDARY SOURCE

Such as statistical data available on the official web site of Finance Ministry of India, the books

published on GST and various contemporary news articles, journals and papers. The data so

collected is used for understanding the present tax structure and for calculating the tax structure in

the GST regime along with credit provisions. The basic statistical concept such as forecasting etc is

used for determining the tax liability in of GST at different proposed rates of tax.

The secondary data has been collected from

 Internet, websites

 Books.

 References

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RESEARCH TOOLS AND TECHNIQUE

INTERVIEW FOCUS GROUP

SURVEY OBSERVATION

QUESTIONNAIRE

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QUESTIONNAIRE:

A set of printed or written questions with a choice of answers, devised for the purposes of a survey

or statistical study. List of a research or survey questions asked to respondents, and designed to

extract specific information. It serves four basic purposes: to (1) collect the appropriate data, (2)

make data comparable and amenable to analysis, (3) minimize bias in formulating and asking

question, and (4) to make questions engaging and varied.

NEWS PAPER

Method of communication:

 Collect the data through survey of the employees in the organization8.

Sampling Design:

 Convenient sampling (sample collection)

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 TYPES OF RESEARCH

1. Descriptive

Descriptive research is used to describe characteristics of a population or phenomenon being

studied. It does not answer questions about how/when/why the characteristics occurred. Rather it

addresses the "what" question (what are the characteristics of Minnesota state population or

situation being studied?) [1] The characteristics used to describe the situation or populations are

usually some kind of categorical scheme also known as descriptive categories.

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 Hypothesis

A hypothesis (plural hypotheses) is a proposed explanation for a phenomenon. For a hypothesis

to be a scientific hypothesis, the scientific method requires that one can test it. Scientists generally

base scientific hypotheses on previous observations that cannot satisfactorily be explained with the

available scientific theories.

 Null Hypothesis .

The term "null hypothesis" is a general statement or default position that there is no

relationship between two measured phenomena, or no association among groups,

 Research Hypothesis:
It states the existence of relationship between two or more variables

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 SAMPLING

Sampling is the selection of a subset (a statistical sample) of individuals from within a statistical

population to estimate characteristics of the whole population. Two advantages of sampling are

that the cost is lower and data collection is faster than measuring the entire population.

TYPES OF SAMPLING

 Probability sampling

 Random sample

 Stratified sample

 Non probability sampling

 Quota sample

 Convenience sample

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RANDOM SAMPLING.

Random sampling is a part of the sampling technique in which each sample has an equal

probability of being chosen. A sample chosen randomly is meant to be an unbiased representation

of the total population.

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 SAMPLE SIZE:

A sample is a sub-set of individuals selected for study from among people or objects within a
defined population. The sample size of our research was all the shops in the MGMD sites areas.
Since our main aim was to open our outlets in the village and to do all promotional activities, so
we decided to cover all the available shops there. This comes out to be 150. This becomes our
sample size.

Sampling Technique:

Sampling is the process of selecting a number of individuals for the study. Sampling enables the
researcher to study a relatively small number of units in place of target population, and to obtain
data that are representative of the whole target population.

Sample Unit: All the retail shops in the MGMD sites were taken as sample units.

Sample Procedure: Since the sites were provided to us so we visited shops there and tried to
cover as many shops as possible. And the selection was Random.

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Data Collection:

The data collection is an important part of research. Without data any research is impossible. The
data is of two types Primary data and Secondary data.

Primary and Secondary Data:

Primary Data: It is the data which is never gathered before. The data was collected by
interactions with the respondents. Primary Data collection is an important part of research; here
data collection was done through Questionnaire and interviews.

Secondary Data: It is the data which is collected already in the past; it can be collected with
the help of secondary source like internet, books, journals, articles etc. The data regarding
MGMD focus sites, their population, already running euro, etc was provided to me from
company. Also during drafting of report all information was gathered from articles about
company in magazines and from websites. As Vodafone is world renowned company so it was
not tough to gather information about this company.

Instruments for Data Collection.

One of the most common and famous instrument for data collection is Questionnaire. The
questionnaire was designed so that we can know about their knowledge of telecom particularly
about Vodafone and about starting as our outlet. We also collected information regarding the
hurdles and issues they are facing in starting this business and what they think about Vodafone as
a user.
Also with questionnaire another instrument used for this research was interview as-

37
The low level of respondents, therefore face to face interviews were found suitable to get reliable
information.

The interview schedule was used because the researcher wanted to collect data with probing
questions.

Keeping the objective in mind the questions were designed. We use the interview tool to

Get their data and response.

DATA ANALYSES INTERPRETATION

Q.1 The type of outlet visited:

Frequency Percent Cumulative

Percent
Valid
a) General store. 75 50 50
b) Mobile / repair shop. 10 6.7 56.7
c) STD/PCO shop. 20 13.3 70
d) Chemist/Clinic. 5 3.3 73.3
e) Tailor / Barber. 5 3.3 76.7
f) Photo shop. 3 2 78.7
g) Pan- Bide shop. 15 10 88.7
h) Other. 17 11.3 100

TOTAL 150 100

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.

This pie-chart reveals that most of the shops visited in the villages were General store and there
were other non-conventional shops as well like parlors, tailor shops in others constituting 11.3%.
Most of the shops which were converted into Vodafone outlet were the General shops, pan-bide
Shops, Mobile repair shops, chemist etc.

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Q.2 Are you currently a Vodafone user?

Table

Frequency Percent Cumulative

Percent
Valid
No 30 20 20

120 80 100
Yes

TOTAL
150 100

Are you currently a Vodafone user?

NO
YES

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When we asked them what connection they are using then we found that most of our respondent
shopkeepers were using Vodafone services and replied positively for this question which is 80%
of total respondents, it shows that Vodafone‘s subscriber base is increasing in rural areas and
People are adopting its services.

Q.3 what is your experience with Vodafone?

Cumulative
Frequency Percent Percent
Valid Very
105 70.0 70.0
Satisfied Satisfied No
30 20.0 90.0
opinion
7 4.7 94.7
Unsatisfied
Total
8 5.3 100.0
150 100.0

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What is your experience with Vodafone?

Very Satisfied
Satisfied
No Opinion
Unsatisfied

For their satisfaction level about the services of Vodafone most replied positively as 70% were in
the category of very satisfied, 20% were satisfied with 4.7% didn‘t answer this question and 5.3%
Were not satisfied with the services. But majority that is 90% were satisfied.

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Q.4 what is the reason for your this experience?

(A) Is Network very good?

Cumulative
Frequency Percent Percent
Valid yes 135 90.0 90.0

No 15 10.0 100.0
150 100.0
Total

Yes
No

When asked about the Network of Vodafone there in their village, 90% said that network is very
good and they do not face any problem in network but 10% said that they face problems while
talking and there is problem of network as in some places in the village roaming starts on their
phone and phone gets cut (EgVpo-tanda).
43
44
(B) Is Customer Care Service Very good?

Valid Cumulative
Frequency Percent Percent Percent
Valid yes 105 70.0 70.0 70.0
No 45 30.0 30.0 100.0
Total 150 100.0 100.0

Yes 70%
NO 30%

When asked about their experience with customer care service that majority i.e., 70% said that
they are satisfied with the customer care service and all their queries herd and resolved but 30%
were little complaining and said the services are not good and their problems are not resolved
properly and balance gets deducted for services they had not activated.

45
(C) Are Roaming Facilities Good?

Table

Frequency Percent
Valid yes 120 80.0 Cumulative
Percent
No 30 20.0
Total 150 100.0

Yes 80%
NO 20%

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For a question regarding roaming services most of the people i.e. 80% said that Vodafone‘s
network in all India is very good and where ever they go the network is always very good and
they do not feel any problem in outside Haryana while 20% were complaining and said that in
areas outside Haryana Vodafone is not that strong and also the charges should be low.

47
Q.5 Do you know about Vodafone’s Thank you card?

Cumulative
Frequency Percent Percent
Valid yes 114 76.0 76.0
36 24.0 100.0
No
Total 150 100.0

Do you know about Vodafone‘s Thank you card?

Yes
NO

When asked about whether they know about Vodafone‘s Thank You Card coupon which they
can get from Vodafone store most people replied positively i.e. 76% said yes they know and get
it every month while 24% said they do not know about this. It shows that Vodafone‘s promotion
is good in rural areas where majority of people are aware about its TYC and as 24% are still
unaware so it has to promote its campaigns more.

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Q.6 Are you into telecom business and selling Recharge coupons and E-top value?

Frequency Percent Cumulative

Percent
Valid * Only coupons 17 11.3 11.3

*Only E-top value 5 3.3 14.6

*Both 8 5.4 20

*None 120 80 100

Total 150 100

None 80%

Only coupons 11.3% both 5.3%

Only E-top value 3.3%

When asked about whether they know anything about telecom business and are they
selling any type of recharge than most of the shopkeepers said that they are not into any
such recharge selling (80%), while some were into coupons selling and e-top value
selling. This made easier to open our work there as some recharge was already available

49
and those people had some
Knowledge of this business.

Q.7 if you are not selling any, then do you have any idea about telecom business?

Cumulative
Frequency Percent Percent
Valid yes 114 76.0 76.0
36 24.0 100.0
No
Total 150 100.0

YES
No

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Those who were not into this business, we asked them about their knowledge of telecom
business that in reply most of the respondent shopkeepers 76% replied that they had no idea
about this only 24% said they are having some idea of this business and they know about
Recharge selling and commission which they will get on this

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Q.8 (i) Are you interested in selling Vodafone?

Cumulative
Frequency Percent Percent
Valid yes 25 16.7 16.7
No 125 83.3 100.0
Total 150 100.0

Are you interested in selling Vodafone?

YES
No

When we asked people if they are interested in selling Vodafone than most of the shopkeepers
(83.3%) denied and said that they cannot do this while only 16.7% said yes and got ready to sell
our recharges. There were several reasons of people about denying this.

52
(ii) If no, then any particular reason for not selling?

Frequency
Valid Illiterate 20
Age Factor 25
Less Commission Several shops 40
nearby Financial issue 30
Credit issue in village 25
35
Other
25

If no, then any particular reason for not selling?

50

40

30

20

10

0
Illiterate Age factor less commission several shops near Financial credit issue
others

Graph

When asked about their reasons for not starting this business than majority said the commission
is less, others said the villages take things on credit and do not pay for them frequently so credit
issue is also a big problem among villagers. Other reasons include Age factor as most of the

53
Shopkeepers were of older age, several shops were there nearby, financial issues etc.

54
Q.9 If Yes, then do you want to sell Vodafone Recharge coupons and E-top value?

Table
Cumulative
Frequency Percent Percent
Valid Only
12 23.0 23.0
coupons Only E-top
Both 8 15.4 38.4.0
Total 32 61.6 100.0
52 100.0

Those people who got convinced and satisfied with our presentation and promotion were readily
agreed for opening our outlet there and filled the ACT form new E-top connection and took
coupons (61.6%), while 23% opted for coupons only as many of them wanted to check and test
the sales there first before starting work fully and some were not ready to take e-top recharge as
they find it complex, while 8% took E-top recharge only.

55
Q.10 Do you want to sell new SIM (New Vodafone connections)?

Cumulative
Frequency Percent Percent
Valid yes 14 35 35
No 26 65 100.0
Total 40 100.0

Do you want to sell new SIM (New Vodafone connections)?

YES
No

When we asked them, are they ready to sell new Sim connections than majority i.e. 65% said no
as they gave certain reasons for this while only 35% said yes at once.

56
 FINDINGS

 Vodafone has a good customer base in rural areas as well. As among the rural villagers
we have visited, almost 80% were using Vodafone and were aware about its various
Schemes like TYC, and other benefits.

 The users were found to be very satisfied with the services they are getting and network
Is very good in rural areas as well.

 Among the shops we have visited almost 80% were not selling any recharge of any
Company. Among others most were selling the paper coupons only.

 Although most of the villager shopkeepers were not into this business of telecom were
almost 75% were having some knowledge about this business. They know about various
products of Vodafone and recharges available, E-top recharge, paper recharge, and the
Commission they will get for selling (though not exactly the percentage) etc.
.
 Most of the shopkeepers were not interested in selling Vodafone in their shops. They
gave several reasons for this and most frequently given reasons include Illiteracy, Age
factor, Less commission, Financial issues, Credit issues as villagers take things on credit
And not pay several times.

 Those interested most of them took both recharges paper and E-top. Some took only
paper recharge as they wanted to first test this business and wanted to see if they will get
Customers initially.

 For selling SIM s (New connections) most of the shopkeepers said No. They were not
Ready to sell new connections as they find it very complex and face certain problems.

57
 Most of the problems they are facing include New connection sale is less in
villages.
 I.D issues also made them to not to sell this.

 Overall people were not very advanced and they were ready to cooperate and
listen about the company and things we were saying. Most who understood about
this were ready to start this business.

IMPLICATIONS:

 As Vodafone has good customer base there in rural areas as well so it can focus on
it.
 Vodafone can get idea about the problems of villagers from this project and can
find new ideas to get rid of them.

 Vodafone can use the findings to get more penetration into the other rural areas and
can it.
 Design its strategies according to the findings and issues pertaining in villages.

 This project work is for Vodafone but other companies also can get benefit from
it.
 They can also implicate this survey for getting the understanding of the rural
market they want to concentrate on.
 Companies who are interested in entering rural areas can use this project work to
know .

 The problems of villagers, which can help them guide in initial steps of entry.

58
 SUGGESTIONS

Following are some of the suggestions given by the researcher so that Vodafone can
serve people and its customers in an improved way:

1. Vodafone should decrease call rates for local users.

2. Vodafone should provide more offers to Post-Paid customers so that the number of
Post-Paid customers increase

3. Vodafone should bring introduce some new SMS schemes for the youngsters.

4. Vodafone should introduce more schemes and offers.

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

6. Vodafone should decrease call rates of STD and ISD.

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 LIMITATIONS

 The limitations of our projects include:

 This project work is of two months and only few villages were visited, Sample size is
also small i.e. of 150 only so errors may crop in while generalizing the results.

 The respondents may be in a hurry and to get rid-off quickly they might not have
Responded truly to all the questions.

 Most visits were done in the afternoon time, when most of the villagers are in resting
mood and we found some of the shops closed. These may be potential shopkeepers
who may have responded well.

 Though most attention is given to analysis but there may be some human error in
analyzing which can create error in generalizing.

60
61
.
RECOMMENDATIONS

 This research throws light on various Issues and conditions of Vodafone‘s Rural
Market and can also help Vodafone to improve on different fronts in order to have an
edge over its competitors. Based on the analysis and findings of my research I would
like to give following recommendations:
 Most of the shops present in the villages are either General or pan-bide type, so
company should come up with new plans to lure these retailers who are least ready for
this business.
 Also for visiting the shops morning or evening time should be chosen as in the
afternoon we found most of the shops were closed in village.
 Most of our respondents were using the Vodafone, so it shows Vodafone‘s services
are good there. Company should use it as the base for increasing its customer base.
 Though most of the respondents knew about Vodafone‘s TYC, but a sufficient
number was unaware. So company should promote about TYC in the rural through
Hunyadi, or pamphlets and banners.
 Though most our respondents were not selling recharges but they had a fair idea about
this business so this is of great use for Vodafone. The process becomes easy if they
know about it. So company should focus more on satisfying the shopkeepers about
their other.issues and hurdles they are facing in opening recharge outlet.
 Company should focus more on learning the shopkeepers so that they will be able to
do this business well. The company should make them understand the E-top
recharge process severally as it‘s not easy for some to understand in one go, also
their benefits in Best Deal, etc.
 Most of the responses said the commission is less and Credit issue is there in village,
for this Vodafone should come up with strategies to solve these frequent problems
and should make villagers understand this.

62
  As for selling new connections people were not ready, as they feel there is
problem regarding the I.D issue and finance for Sim , whose sale is less so people
feel their money will be blocked if they buy Sim. For this company can make
new plan and can provide new Sim to them on credit basis whose payment can be
made after sale, more awareness and activities can be organized in village to sell
more Sim. If more connections will sell then only it can enhance its revenues
rapidly.
 As far as commission is concerned on sale, people less understood the Vodafone
currency system. They found it complex to understand and were more on selling
the paper recharge as it‘s easy. So company should consider this issue and should
come up with new alternative to give benefits to rural village retailers.

ANNEXURE

QUESTIONNAIRE
63
Vodafone Essar Company

Dear Respondent,
I am A Axis institute of Planning & management, I am doing this Project for Vodafone,
for the purpose of promotion and opening new outlets in Sites called MERA GAON
MERA DESH FOCUS SITES, and so for that purpose I have designed following
questionnaire. Needless to say, that your information will be kept confidential and won‘t
be disclosed to anyone.

Q.1 The type of outlet visited:

a) General store. e) Tailor /
Barber. b) Mobile / repair shop. f) Photo
shop.
c) STD/PCO shop. g) Pan-
Bide shop. d) Chemist/Clinic.
. h) Other.

Q.2 Are you currently a Vodafone user?

a) Yes b) No.

Q.3 what is your experience with Vodafone?

a) Very satisfied. b)
Satisfied.
c) No opinion.
d) Unsatisfied.

64
Q.4 what is the reason for your experience?

a) Network Good Bad

b) Customer care service

c) Roaming facilities
d) Vodafone customer plans
e) Any other

Q.5 Do you know about Vodafone‘s Thank you card?

a) Yes b) No

Q.6 (i) Are you into telecom business and selling Recharge coupons and E-top value?
a) Only coupons
b) Only E-top Value. c) Both.
d) None.

(ii) If selling then of which companies?

. Yes No
a)Vodafone. b) Airtel.
c) Idea. d) Tata.
e) Others.

Q.7 if you are not selling any, then do you have any idea about telecom business?
a) Yes b) No

65
Q.8 (i) Are you interested in selling Vodafone?
a) Yes b) No

(ii) If no, then any particular reason for not selling?

a) Illiterate.
b) Age factor.
c) Less Commission.
d) Several shops are nearby. e) Financial
issue.
f) Credit issues with villagers. g) Any other

Q.9 If Yes, then do you want to sell Vodafone Recharge coupons and E-top value?
a) Only recharge coupons b) Only E-
top Value.
c) Both.

Q.10 (i) Do you want to sell new SIM (New Vodafone connections)?
a) Yes b) No

(ii) If No, then reason for not selling?

.
a) New connections sale is less here. b) I.D.
issues.
c) Financial issues. d) Any other

66
 CONCLUSIONS

Multitude of awards such as: three accolades – Two Gold and One Silver, at the Asia Marketing
Effectiveness (AME) awards ceremony, the GSMA Global Mobile Awards to its strong value
proposition as ―Best mobile enterprise service.
The Company is taking every bit of effort to penetrate into the rural area and above analysis
shows how it is trying its level best to achieve this. All the efforts are directed towards this.
Through consistent presence and support for rural ecology company can strengthen its hold
on rural market. Lowering the initial costs of entry is expected to keep company in profit
since reduced profit margins stand to be compensated by a larger consumer base.
If the company will carry on the good work of penetration into the rural areas and enhance it
by considering the suggestions made above in the report than it can pace up the success of
Mera Gaon Mera Desh project? Through its efforts of Promotion and penetration activities it
can surely become the first preference of every Indian may it be in any corner of India and
can become No.1 Telecom Company of India in near future.
.
This penetration will help in better connectivity and reduce the distances.

Vodafone has a firm commitment to growth and aims to differentiate itself in India's highly
competitive communications environment by ensuring customer delight through personalized
customer service, Excellent Network and other benefits. Vodafone has a solid reputation in
India, exemplified by a

67
 BIBLIOGRAPHY

BOOKS
th
 Cooper Donald R. & Schindler Pamela S., 9 edition, 2006, Tata McGraw-Hill
Publication Company Ltd., New Delhi. Ch-6 Research Design
(pg.136), Ch-14 Questionnaire & Instruments (pg.356), Ch-15
Sampling (pg.400).
 Kotler Philip and Keller Kevin, Principles of Marketing, 11th edition, 2006, Prentice hall
Inc, Published by Asoka K. gosh, Connaught circus, New Delhi.
Ch-15 Advertising, promotion & public relations
ARTICLE
 A Research article by CSK consulting Pvt. Ltd., ―Rural Marketing practices for Telecom
Services, 2008, Nokia Siemens networks.
WEBSITES
 Cellular Operators Association of India, History of Cellular
telephony http://www.coai.com/history.php, 20 July 2010.
 Instablogs, 10 Aug. 2010, Varinder Kaur
http://varinderkaur.instablogs.com/entry/vodafone -zoozoo-a-successful -
marketing- strategy/, Vodafone Zoo Zoos – ―A Successful Marketing Strategy.
 Prahalad C. K., ―Bottom of the pyramid‖ article
.
http://www.12manage.com/methods_prahalad_bottom_of_the_pyramid.html
 Telecom Regulatory Authority of India,
http://www.trai.gov.in/annualreport/TRAIAR2008_09E_Add.pdf, 25 JULY 201
 Vodafone History, http://en.wikipedia.org/wiki/Vodafone_Essar. 2Aug 2010.

68
Thank you

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