1.

INDUSTRY PROFILE
1.1 Introduction:
The Indian telecommunications industry is one of the fastest growing in the
world. Government policies and regulatory framework implemented by
Telecom Regulatory Authority (TRAI) have provided conducive environment
for service providers. This has made the sector more competitive, while
enhancing the accessibility of telecommunication services at affordable tariffs
to the consumers. In the last two decades, the Indian telecom sector and
mobile telephony in particular has caught the imagination of India by
revolutionizing the way we communicate, share information; and has helped
millions stay connected.
1.2 History of the
industry:
The major milestones in the development of telecom industry are as follows:

Pre-1902 Cable telegraph

19025 First wireless

between Sagar

telegraph station

established

Island and Sandhead.

1907 First Central Battery of telephones introduced in Kanpur.

19131914 - First Automatic Exchange installed in Shimla.

1927 Radio-telegraph system between the UK and India, with

Imperial Wireless

Chain beam

stations

at Khadki and Daund.

1|Page

Inaugurated

by

Lord Irwin on 23 July by exchanging greetings with

King George V.

1933 Radiotelephone system inaugurated between the UK and India.

2|Page

1953 12 channel carrier system introduced.

1960

First subscriber

trunk

dialing route

commissioned

between Lucknow and Kanpur.

1975

First PCM system

commissioned

between Mumbai City

and Andheri telephone exchanges.

1976 First digital microwave junction.

1979 First optical fibre system for local junction commissioned at Pune.

1980 First satellite earth station for domestic communications established

at Sikandarabad, U.P.

1983

First analogue Stored

Program

Control

exchange

for trunk

lines commissioned at Mumbai.

1984

C-DOT established

for

indigenous

development and

production

of digital exchanges.

1995 First mobile telephone service started on non-commercial basis on 15

August 1995 in Delhi.

1995 Internet Introduced in India starting with Mumbai, Delhi, Calcutta,

Chennai and Pune on 15 August 1995

1.3 Current Scenario:

Following are the major achievements of telecom industry:

Telecom Regulatory Authority of India (TRAI) has revealed that the country's mobile
subscriber base has increased from 893.84 million in December 2011 to 903.73
million in January 2012.

Telecom operators added 9.88 million mobile subscribers in January 2012.

3|Page

The overall tele-density reached 77.57 per cent.

Broadband subscriber base increased from 13.30 million at the end of

December
2011 to 13.42 million at the end of January 2012.

Telecom users in rural areas have grown at a faster pace compared to their
urban counterparts in the last five years, a CAG report said.

India added around 20 million subscriptions of the estimated 140 million net
additions in mobile subscriptions across the world during the April-June quarter
in
2012, said a report by Ericsson.

The telecom sector is a very capital intensive sector and involves high value
investments. Correspondingly, the mobile phone industry is also experiencing a parallel
upward surge, and a parallel enhancement in technologies used. With the liberalization
of the Indian economy, the telecom sector has become very attractive for mergers and
acquisitions latest being SingTel increasing its stake in Bharti telecom.
1.4 Future Goals of the industry:
With an ambition to be diesel free by 2020, telecom companies are retrofitting their
towers every year. Many telecom tower companies currently use renewable energy
sources such as solar, biogas and wind besides hydroelectric power, for individual
towers. Bharti Airtel, one of the largest telecom service providers in India, has been
testing and implementing various energy saving options for the last two-three years.
Additionally, the e-bill initiative is estimated to save as many as 24,000 trees a year.
Besides, the metro cities and the urban markets are quite saturated in terms of teledensity and thus, leaving very little scope in terms of new customer acquisition. Lack of

4|Page

proper telecom infrastructure, power shortage and lack of trained manpower are
some of the challenges which telecom companies have to cope with.
1.5 Key players:
The telecom industry of India has registered manifold growth in the recent years.
Personalized telecom access is essential necessity of life for increasing number of
the people. The sector offers unlimited prospects when we consider future growth.
Both Public Players and Private Players are enhancing their technologies and taking
the telecom industry to a much higher growth state. The top players in the industry
are:
1. Vodafone
2. Bharti Airtel
3. BSNL
4. MTNL
5. Reliance
6. Aircel
7. Uninor
8. Idea Cellular
9. Tata

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2. COMPANY PROFILE
2.1 Introduction
Vodafone Group the world specialist in mobile phones is one of the rare groups that
have significant world coverage in the telecommunications field. It principally
specializes in the mobile telephony and telephonic transmission network sectors. It has
subsidiaries in numerous countries: In North and South America, Asia, Oceania and
Africa. It is the world's second-largest mobile telecommunications company
measured by both subscribers and 2011 revenues. It has over 439 million customers
calculated on a proportionate basis in 31 countries and the brand is present in a further
40 countries through partnership networks.
Vodafone India started its operations in India in 1994 and is under the Vodafone
Group. Vodafone India has become one of the leading companies in the telecom
sector in India due to its high standard of services that it provides to its customers. It is
based in Mumbai, Maharashtra and operates nationally. The company has its
operations in 26 telecom circles of the country, which covers around 86% of the
customer mobile base in India. The company offers both postpaid and prepaid GSM
cellular mobile coverage all across India and its hold is especially strong in the
metropolitan cities. Vodafone India launched 3G services in the country in the JanuaryMarch quarter of 2011.

6|Page

2.2 Product Portfolio

1. Voice Services:

Post-paid Service where in the customer has to pay first and then utilize this
service for as much as he has paid.

Pre-paid Services Where in the customer uses the service first and then he
pays for it. This is more or less like the normal landline connection

World Calling Cards: World Calling Card from Vodafone is a Pre-paid

long distance calling card that one can use with their Vodafone Prepaid and
Post- paid mobile phones to make ISD & STD calls

Home Calling Cards: Vodafone Home Calling Card is a Pre-paid calling card
that allows one to make calls from landlines, PCOs &mobile phones from over
100 countries. And helps save up to 90% as compared to International Roaming
charges.

Handy phone: Handy phone is a landline thats loaded with all the features of
a cell phone - including low call rates.

2. Value Added
services

Tunes & downloads

Entertainment

Devotional

Sports

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News & Updates

Call Management Services

Astrology

Finance

Travel

Mail, messaging & more

Dial in Services

Bill Info

3. Vodafone Live
4. Corporate Services

Mobile Email solution

Data Access

Business Application

Mail on the move

Vodafone Office

2.3 Distribution network:

Vodafones products and services are available directly, via Vodafone stores
and country specific Vodafone websites, and indirectly via third party service providers,
independent dealers, distributors and Retailers, to both consumer and business
customers in the majority of markets under the Vodafone brand. Vodafone distribution
channel in India normally contributes roughly 85-90 % of total business volume.

8|Page

The distribution Model comprises basically comprises of three entities1. A distributor who is given a territory to service.
2. A Distributor FOS (Feet on Street on payroll of the distributor) who is appointed by
the distributor to service a particular area of his overall territory.
3. A Retailer who is an entity who purchases stock from the distributors, through the
FOS of his area and sells it to the end consumer.
Other channels like Company owned Retail such as Vodafone mini-stores are also
used as Distribution channel and are generally seen to be contributing to around 1015
% of a telecom company's subscriber base as well as revenues.
2.4 Promotion Strategy:
Marketing or Promotion strategy is a key part of overall corporate strategy, which is
concerned with developing plans for finding out what customers want and then
efficiently meeting their requirements. Vodafones strategy is customer focused and
product led; the company is continually developing new products and services which
utilize the latest technological advances. To keep its leading edge, Vodafone is
continually looking to add value to the services it
provides and to

the packages it offers to

customers. Vodafone has come with creating

advertising

campaign

for

its

various

plans.

Vodafone has given birth to Zoozoo: a special

character created specifically to advertise value

9|Page

added services (VAS) offered by Vodafone. This strategy has captured the imagination
of millions. It has created a new wave in the advertising industry. Such a promotion
strategy has helped the company to raise not only its profits through sales but has also
tremendously increased its brand value. Their add campaign has gained much
popularity all over the world. With the popularity of ZooZoos, Vodafone has succeeded
in its effort of viral or buzz marketing.
2.5 Customer base
Following is the Vodafone India subscriber base statistics as on January, 2013.
Telecom Cicle

No. of Subscribers

Gujarat

15,801,116

Uttar Pradesh(East)

14,526,236

Maharashtra

12,977,123

W est Bengal

11,165,667

Tamil Nadu

9,777,927

Rajasthan

8,565,366

Uttar Pradesh(W est)

8,999,073

Andhra Pradesh

6,080,916

Delhi

8,449,120

G oa

7,134,576

Karnataka

6,452,620

Kerala

6,067,506

Bihar

6,381,278

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Kolkata

4,084,284

Punjab

4,309,853

Haryana

4,437,015

Madhya Pradesh

4,101,877

Chennai

2,091,411

Orissa

2,789,575

Assam

2,188,073

North East

928,563

Jammu & Kashmir

666,009

Himachal Pradesh

475,329

Mumbai

6,160,353

Total number of Vodafone India Subscribers is 141,519,840

2.6 Market Share
Vodafone India, is the third largest mobile network operator in India after Airtel
and Reliance Communications. With new players coming in, the intensity of
competition in the industry has increased, especially over the last four years. As of
April 30, 2012, following are the market shares of various players:
a. Bharti Airtel- 19.94%
b. Reliance-16.58%
c. Vodafone-16.41%
d. Idea-12.4%
e. BSNL- 10.51%

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f. TATA- 8.77%
g. Aircel-6.93%

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2.7 SWOT Analysis:

Strengths:
1. One of the most popular and trusted cellular service provider in India
2. One of the largest Telecom operators in the world.
3. Only Indian operator that has an international submarine cable.
4. High brand visibility.
5. Strong advertising with ZooZoo concept.
6. Tie-up with international sports like Formula One.

Weaknesses:
1. Price competition from BSNL and MTNL
2. Untapped Rural Market

Opportunities:
1. Fast expanding cellular market
2. Latest and low cost technology
3. Untapped rural market

Threats
1. New entrant's low price offering
2. Saturation point in Basic telephony service
3. Mobile Number Portability

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3. NEED OF THE STUDY

The ruling factors of todays market have a common axis named consumer,
who decides the destiny of any firm in the market. Every organization is increasingly
interested in retaining existing customers while targeting new customers. Measuring
customer satisfaction provides an indication of how successful the organization is at
providing products and/or services to the marketplace. Vodafone is the third largest
mobile network operator in India.

By measuring its customer satisfaction it can

increase its market share as well as brand loyalty. This study helps to find out the
factors affecting purchasing behavior of telecom products and to know customers
opinion regarding the services offered by Vodafone services.
The following are the areas of interest:
1. Are the Vodafone users satisfied with services, new schemes and
offers?
2. Do the customers find current call rates suitable?
3. Are the customers satisfied with the network coverage?
4. Do the customers think that services of customer care are
proper?
5. Which services need to be improved?

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4. LITERATURE SURVEY
The summary of available literature on customer satisfaction is as follows:
4.1 Concept:
Customer satisfaction is a measure of how products and services supplied by a
company meet or surpass customer expectation. Customer satisfaction is defined as
"the number of customers, or percentage of
total customers, whose reported experience
with a firm, its products, or its services
(ratings)

exceeds

specified

satisfaction

goals." In a survey of nearly 200 senior

marketing managers, 71 percent responded
that they found a customer satisfaction
metric very useful in managing and monitoring their businesses. It is seen as a key
performance indicator within business and is often part 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.
According to Neil T. Bendle, "Within organizations, customer satisfaction ratings can
have powerful effects. They focus employees on the importance of fulfilling customers
expectations. Furthermore, when these ratings dip, they warn of problems that can
affect sales and profitability. . . . These metrics quantify an important dynamic. When a

15 | P a g e

brand has loyal customers, it gains positive word-of-mouth marketing, which is both
free and highly effective."
Therefore, it is essential for businesses to effectively manage customer satisfaction. To
be able do this, firms need reliable and representative measures of satisfaction.
In the words of David J. Reibstein ,"In researching satisfaction, firms generally ask
customers whether their product or service has met or exceeded expectations. Thus,
expectations are a key factor behind satisfaction. When customers have high
expectations and the reality falls short, they will be disappointed and will likely rate
their experience as less than satisfying."
4.2 Measurement:
Organizations need to retain 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.
According to Neil T. Bendle, Customer satisfaction is measured at the individual level,
but it is almost always reported at an aggregate level. It can be, and often is, measured
along various dimensions. A hotel, for example, might ask customers to rate their
experience with its front desk and check-in service, with the room, with the amenities in
the room, with the restaurants, and so on. Additionally, in a holistic sense, the hotel
might ask about overall satisfaction 'with your stay.
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

16 | P a g e

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.
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.
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. Their satisfaction is generally measured on a five-point scale.

Customer satisfaction data can also be collected on a 10-point

scale.
Regardless of the scale used, the objective is to measure customers perceived
satisfaction with their experience of a firms offerings.

It is essential for firms

to effectively manage customer satisfaction. To be able do this, we need accurate

measurement of satisfaction.

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5. OBJECTIVES OF THE STUDY

The major objectives of the study are:
To study the factors influencing the mobile users to choose services of their
respective service provider.

To study the different schemes given by cellular service providers.

To study problems faced by customers of GSM and CDMA technology for cellular
services users.

To find out the problems and other issues regarding mobile services.

To study telecom market of Pune.

To examine Vodafone users satisfaction.

To explore brand loyalty in the users.

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6. RESEARCH METHODOLOGY
A systematic and organized methodology was used for the research study. A survey
design was used to obtain the required information. Respondents were selected in
such a way that data from every age group, gender etc. could be analyzed. The
questionnaire was intricately designed to tap the demographic variables including age,
education, gender etc of the respondents. The questionnaire also helped to gather
information about demographics, attitudinal knowledge level, satisfaction level and
behavioral information from the respondents.
Following are
Methodology:

the

important

elements

of

Research

Research design:
The study conducted is exploratory cum descriptive. Structural questionnaire was
prepared to conduct the research. It contained questions regarding age, occupation,
contact information etc. It also included multiple choice questions regarding Vodafone
services. The questionnaire used to collect information is given in the Annexure.
Scope of the study
The scope of the study is confined to Pune.
Population:
The population for this study comprised of existing customers of Vodafone.
Sample size:
A sample size of 100 was chosen for this study.

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Sampling Techniques:
Sampling technique used in this research is non-probability sampling. In non probability
sampling, members are selected from the population in some non random manner. Out
of the entire population of entire Pune area 100 customers were chosen as per
convenience and judgment sampling.

20 | P a g e

7. ANALYSIS
7.1 Age analysis:
Purpose: The main purpose of this analysis is to know how many respondents belong
to a particular age of group. Following is the analysis of data collected:
S.no.

Age

No. of respondents

Percentage

Below 18

2%

18-25

54

54%

26-50

38

38%

51 or above

6%

2
%
6
%
Below 18
38%

18-25
54
%

26-50
51 or above

Interpretation: Major respondents are youngsters i.e. 54% of the respondents belong
to age group of 18-25, 38% respondents belong to age group of 26-50, 6% of
respondents belong to 51 or above age group while only 2% of the respondents
belong to age group of below 18 years.

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7.2 Sources of information about Vodafone:

Purpose: The purpose of this analysis is to know from which source the respondents
have got information about Vodafone. Following is the analysis of data collected:
S.No.

Sources

No. of respondents

Percentage

Advertisements

36

36%

Hoardings

29

29%

Newspapers

20

20%

Mouth Publicity

15

15%

15%
36
%
20%

Advertiseme
nts
Hoardings
Newspapers
Mouth Publicity

29
%

Interpretation: 36% of the respondents got the information about Vodafone through
Advertisements, 29% got it through Hoardings while 20% and 15% of the respondents
got information from Newspapers and Mouth Publicity respectively.

7.3 Duration of using Vodafone Services:

Purpose: The purpose of this analysis is to to know about the usage time of
Vodafone customers i.e. since how long they are using Vodafone service.
Following is the
analysis of data collected:
S.No. 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%

14
%
Less than 1

39%
month
22%

2-6 months
6-12 months
More than 1 year

25
%

Interpretation: Major Respondents using Vodafone are old customers. 39% of the
respondents are using Vodafone services from more than 1 year while the lowest
is

14% respondents using Vodafone services less than 1 month.

7.4 Postpaid service vs. Prepaid service:

Purpose: The purpose of this analysis is to know which services are preferred by the
Vodafone customers Pre-Paid or Post-Paid. Following is the analysis of data collected:

S.No.

Services

No. of respondents

Percentage

Pre-Paid

74

74%

Post-paid

26

26%

26%

Pre-Paid
Post-paid

74
%

Interpretation 74% of the respondents use pre-paid services while only 26% of the
respondents use post-paid services.

7.5 Most Preferred Services:

Purpose: The purpose of this analysis is to know which services are more helpful to the
respondent while using Vodafone. Following is the analysis of data collected:

S.No.

Services

No. of respondents Percentage

Call

21

21%

SMS

37

37%

Network

28

28%

Value Added Services

14

14%

14%

21%
Call Rates
SMS
services

28%

Network
Value Added services
37
%

Interpretation: Here major respondents are youngsters so they mainly use SMS
services of Vodafone. 37% of the respondents use Vodafone for SMS services while
only 14% of the respondents use Vodafone for Value Added Services.

7.6 Frequency of calling customer care:

Purpose: The purpose of this analysis is to find out how often Vodafone users call
Customer Care. Following is the analysis of data collected:
S.No.

Time Period

No. of respondents

Percentage

Daily

7%

Once a week

16

16%

Once a month

31

31%

Occasionally

46

46%

7
%
16
%
46%

Daily
Once a
week Once
a month
Occasionall

31%

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.

7.7 Opinion about effectiveness of Post paid service:

Purpose: The purpose of this analysis is to know how many of the users think that
Postpaid Services of Vodafone are effective. Following is the analysis of data collected:
S. No.

Opinion

No. of respondents

Percentage

Yes

37

37%

No

63

63%

37
%
Yes
No
63%

Interpretation: Out of 100 People 37% are of opinion that postpaid services
are effective and 63% feel that the postpaid services of Vodafone are not effective.

7.8 Mode of payment of postpaid bills:

Purpose: The purpose of this analysis is to find which mode is usually preferred by
Vodafone users to pay their postpaid bills. Following is the analysis of data collected:
S.No.

Mode of Payment

No. of Respondents

Percentage

Cash

11

42%

Credit card

35%

Debit Card

23%

23%
42%

Cash
Credit card
Debit Card

35%

Interpretation: Out of 26 post paid users, 42% users pay the bills by cash, 35% pay
by credit card and 23% by debit cards.

7.9 Reasons for calling customer care:

Purpose: The purpose of this analysis is to find out the reasons due to which users call
customer service. Following is the analysis of data collected:
S.No.

Reasons

No. of respondents

Percentage

Value Added Services

17

17%

Information

new 19

19%

regarding

Schemes
3

Complaining

34

34%

Other queries

30

30%

Value Added Services

17
%

30%

19%

Information
regarding new
schemes
Complaining
Other queries

34%

Interpretation: 34% of respondents call at customer care for complaining purpose while
30%, 19% and 17% of respondents call customer care for other queries,
information regarding new schemes and value added services respectively.

7.10 Opinion about Network Quality:

Purpose: The purpose of this analysis is to know the perspective of the customers of
Vodafone regarding network service. Following is the analysis of the data collected:

Service

Excellent

Very Good

Fairly Good

Average

Poor

Network

36

33

20

Network
Quality
3
%
8
%
36
%
20%

Excellent
Very
Good
Fairly
Good
Average
Poor

33
%

Interpretation: Here major respondents are satisfied with the network coverage. 36% of
the respondents rate the Vodafones network excellent, 33% rate it very good,
20% rate it fairly good while 8% and 3% rate it average and poor.

7.11 Opinion about SMS Rates:

Purpose: The purpose of this analysis is to know the perspective of the customers of
vodafone regarding Rates of SMS. Following is the analysis of the data collected:

Opinion

Excellent

Very Good

Fairly Good

Average

Poor

SMS Rates

22

40

28

SMS
Rates
3
%
7
%
22
%

28%

Excellent
Very
Good
Fairly
Good
Average
Poor

40
%

Interpretation: Here major respondents are quite satisfied with the SMS rates of
Vodafone as major respondents are youngsters. 7% of respondents rate it excellent,
22% rate it very good, 40% rate it fairly good, 28% rate it average, 3% rate it poor.

7.12 Opinion about New Schemes and Offers:

Purpose: The main purpose of this analysis is to study the respondents perspective
related to the new schemes and offers provided by Vodafone. Following is the
analysis of the data collected:
Opinion

Excellent

New schemes 3

Very Good

Fairly Good

Average

Poor

16

31

38

12

and offers

New schemes and offers

3
%
12
%

16%

Excellent
Very
Good
Fairly

38%

31
%

Good
Average
Poor

Interpretation:

Here major

respondents find

new schemes

and

offers

of

Vodafone average. 38% respondents rate new schemes and offers as average, 31%
respondents rate it as fairly good, 16% rate it as very good while 12% and 3% rate it as
poor and excellent respectively.

7.13 Opinion about Customer Care:

Purpose: The main purpose of this analysis is to know about the satisfaction of
customer care service provided by Vodafone to their customers. Following is the
analysis of the data collected:

Opinion

Excellent

Very Good

Fairly Good

Average

Poor

Customer

37

33

17

Care

Customer
Care
6%
7%
17%

Excellent
Very
37
%

Good
Fairly
Good
Average
Poor

33%

Interpretation: Customer care service of Vodafone is better compared to some of the

other services. 37% respondents rate it as very good, 33% rate it as fairly good, 17%
rate it as average, and 6% and 7% rate it as poor and excellent respectively.

7.14 Opinion about Recharge Outlets:

Purpose: The purpose behind this analysis is to know about the satisfaction of the
Vodafone customers regarding recharge outlets. Following is the analysis of data
collected:
Opinion

Excellent

Very Good

Fairly Good

Average

Poor

Recharge

14

32

36

16

Outlets

Recharge
Outlets
2
%
16%

14%
Excellent
Very
Good
32
%

36%

Fairly
Good
Average
Poor

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

7.15 Opinion about Call Rates:

Purpose: The purpose behind this analysis is to know about the perception of vodafone
customers regarding different call rates. Following is the analysis of data collected:
Opinion

Excellent

Very Good

Fairly Good

Average

Poor

Call Rates

23

49

22

Call
Rates
4%
2%

22%

23
%

Excellent
Very
Good
Fairly
Good
Average
Poor

49
%

Interpretation: Major percentage of respondents find Call rates offerd by Vodafone fairly
good. 49% of respondents rate call rates of vodafone as fairly good, 23% rate it as
very good, 22% rate it as average while 4% and 2% respondent rate it as poor and
excellent respectively.

7.16 Opinion about Value Added Services:

Purpose: The purpose behind this analysis is to know about the perception of vodafone
customers regarding Value Added Services. Following is the analysis of data collected:

Opinion
Value

Excellent
Added 10

Very Good

Fairly Good

Average

Poor

28

33

22

Services

Value Added
Service
7%
10%
Excellent

22%
28
%

Very
Good
Fairly
Good
Average
Poor

33
%

Interpretation: Value added services of Vodafone are quite feasible as compared to

some of the other services. 33% respondents rate it as fairly good, 28% rate it as very
good, 22% rate it as average while 10% and 7% rate it as excellent and poor
respectively.

7.17 Overall Satisfaction of Customers:

Purpose: The purpose of this analysis is to find out the overall satisfaction of the
Vodafone users. Following is the analysis of data collected:
S.no.

Opinion

No. of Respondents

Percentage

Satisfatory

72

72%

Not Satisfactory

28

28%

Overall
Satisfaction

28%
Satisfatory
Not Satisfactory
72
%

Interpretation: On overall basis, 72% users are satisfied with Vodafone

services whereas 28% users are not satisfied.

7.18 Reasons for non-satisfaction:

Purpose: The purpose of this analysis is to know the reasons due to which some of the
users are not satisfied. Following is the analysis of data collected:
S.No.

Reasons

No. of respondents

Percentage

Lack of awareness

16%

High Prices

13

46%

Poor Services

23%

Poor Network

15%

15%

16%
Lack of awareness
High Prices
Poor

23%

services
Poor
Network
46
%

Interpretation: Out of 28 users, 13users are dissatisfied with Vodafone services

because of high prices. 6 respondents are dissatisfied with Vodafone services because
of poor services while 5 respondents are dissatisfied because of lack of awareness
and poor network and 4 due to poor network.

7.19 Recommendation of Vodafone to others:

Purpose: The purpose of this question is to know the recommendations of the
respondents towards Vodafone i.e. whether they would like to recommend
the
Vodafone services to others or not. Following is the analysis of data collected:

S.No.

Opinion

No. of Respondents

Percentage

Yes, I will recommend

85

85%

No, I wont recommend

15

15%

15%
Yes, I will
recomme
nd
No, I wont
recomme
nd

85
%

Interpretation: 90% of the Vodafone customers would like to recommend Vodafone

services to others while 10% of the Vodafone Customers wont recommend it to others.

8. CONCLUSIONS
8.1 Findings:
Following are the important findings of this research:

The major Vodafone users are youngsters.

Most of the users are using Vodafone more than a year.

TV Advertisement is the chief source of information about Vodafone.

Prepaid Services are mostly preferred by the users.

People use Vodafone basically for their cheap SMS rates.

Cash is the mostly preferred mode of payment.

According to users network quality is satisfactory.

Users find customer care services good.

Respondents find services of recharge outlets are suitable.

According to users, Call rates are competitive.

Overall customer satisfaction is high.

Survey reveals that most of the customers are ready to change their service
provider given a better deal in terms of tariff plan and the value added services.

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

Vodafone should decrease call rates for local users (like Tata indicom and Uninor).

It should take efforts to decrease call rates of STD and ISD.

Company should take customers feedback by sending a feedback form along with
the bill.

It should try to target proper segment of population with the proper plans.

Customer Care centres should be increased

It should provide more offers to Post-Paid customers so that the number of

Post- Paid customers increase.

Company should enhance network coverage in interior or rural areas by setting

up of more towers.

8.3 Conclusions:
From the above analysis it can be concluded that major respondents are satisfied with
many services offered by Vodafone. Vodafone has made a great impact in India in a
short span of time. It has become a very popular brand. It has impressed lot of Indian
mobile users. But there is a scope of improvements in the following areas:

Vodafone is doing well in prepaid section and is growing in this section. But it
can increase its profitability by increasing the postpaid users.

Network coverage is quite satisfactory but it needs to be widened by bringing

rural, interior and highway areas under its scope.

By making improvements, Vodafone can increase its market share and acquire the
topmost position in the Indian telecommunication industry.

9. BIBLIOGRAPHY
Websites:

www.vodafone.in

En.wikipedia.org/wiki/vodafone-india

www.globus.com

www.stapac.com

Books referred

Marketing Management Philip Kotler, Kevin Lane Keller.

Research Methodology - C. R. Kothari

Journals

Annual report of Vodafone

Information brochure of Vodafone services

ANNEXURE
QUESTIONNAIRE

Name:
Age:

years

Sex: Male/Female
Contact no.:

Q1) Do you have a mobile phone?

o Yes
o No
Q2) If yes, then which operators Service do you use?
o Vodafone
o Airtel
o Idea
o Reliance
o BSNL
o Tata Indicom
If not Vodafone, then go to Q11
Q3) From which source did you come to know about Vodafone?
o Advertisement
o Hoardings
o Newspapers
o Mouth Publicity

Q4) Since how long you are using Vodafone services?

o Less than 1 month
o 2-6 months
o 6-12 months
o More than 1 year

Q5) Which of the following services do you use?

o Pre-paid
o Post-paid
Q6) Which services are more helpful to you while using Vodafone services?
o Call rates
o SMS service
o Network
o Value Added Services
Q7) Do you call customer care?
o Yes
o No
Q8) If yes, how often do you call customer care?
o Daily
o Once a week
o Once a month
o Occasionally

Q9) For what reason do you call customer care?

o Value added services
o Information regarding new schemes
o Other queries
o Complaining

Q10) Rate the following services on the basis of your satisfaction.

Services

Excellent

Very Good Fairly

good

Network
SMS rates
New

schemes

and

offers
Customer Care
Recharge outlets
Call Rates
Value Added Services

Q11) Why you are not using Vodafone services?

o Lack of awareness
o High Prices
o Poor Services
o Poor network

Average

Poor

Q12) Would you like to recommend Vodafone to others?

o Yes
o No
Q13) Give your suggestions to help in serve you better.