A

SUMMER TRAINING PROJECT REPORT

ON
“TO STUDY ON CUSTOMER SATISFACTION TOWARDS
VODAFONE MOBILE SERVICE LTD.”

vodafone
Submitted To:
MAHAMAYA TECHNICAL UNIVERSITY

In The Partial Fulfillment Of

MASTER OF BUSINESS ADMINISTRATION
ACADEMIC SESSION
(2012-2014)
In The Supervision of Submitted by:

Dr. Prachi Nagar Basant Kumar Verma

PROFESSOR MBA (2012-14)
IAMR

INSTITUTE OF ADVANCED MANAGEMENT AND

RESEARCH
9TH MILESTONE DELHI MEERUT ROAD,
DUHAI, GHAZIABAD

i
 DECLARATION

I Basant kumar verma pursuing Master of Business Administration (MBA) 2nd year from

institute of advanced management & research , Ghaziabad in the session 2012-14. 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 Shama Muradia the same report has not been submitted earlier to any

Institute/University for awarding any degree/diploma of MBA or any other professional

course. If there will be any violation of IPR than I will be solely responsible to that and

Institute/University has right to cancel my degree.

Date: ............... Signature in full: .........................................................................

Place: Name: basant kumar verma

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 ACKNOWLEDGEMENT

I take this opportunity to place on my grateful thanks and sincere gratitude to the

organization titled “TO STUDY ON CUSTOMER SATISFACTION TOWARDS

VODAFONE MOBILE SERVICE LTD.”for providing me a wonderful chance of

working in a prestigious company.

Any attempt at any level can never be satisfactorily completed without expert guidance. I

would like to thank Mr. Shama Muradia, (Area Sales Manager) for giving me a lot of

their precious time and inputs to make this project. Her deep knowledge and

understanding of the topic is an inspiration to one and all. My study could not have been

completed if I had not been able to get all the valuable data and reference materials from

the company.

I am also thankful to other members of the Marketing Department for making available all

the resources required for the completion of this project report.

BASANT KUMAR VERMA

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 PREFACE

Progress is a continuous process. It is relative and absolute. We cannot stop at a certain

destination and declare that target has been achieved and we need not to go further.

In this new are all the countries & their companies are trying their best to improve

economic growth. This trend has created a very complex & competitive environment in

the field of business, trend & win the race a new system of management is much needed.

To fulfill this need a new field of modern science has developed very fast i.e. Master of

Business Administration. In this curriculum there are several phases, which have to be

covered & compelled properly. I was privileged enough to join “VODAFONE

GHAZIABAD”.

At the completion of the Second semester of MBA I got opportunity to provide them

particular knowledge about each and every aspect of market. It could be in related field’s

viz. Human Resource Management, Marketing or Finance as per their specialization in the

course. It is important because it provides the students about the practical knowledge of

the field, which is very essential beside the theoretical knowledge.

The experience that I have gathered during this period has certainly provided me with an

orientation which, I believe, will help me to shoulder my assignment successfully in near

future. During this period, I have collected all the information of “VODAFONE Corporate

Connections in Ghaziabad Region” through primary and secondary. On the basis of my

training program, However to cover the detailed information in such a short period was

not possible. Despite the inherent shortcomings of genuine attempt was made on my part

see that the study was carried out in the right respective

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 CONTENTS
1. Introduction ................................................................................... 6
2. Objective of the study ................................................................... 7
3. Company profile ........................................................................... 8
-Mission,
Vission
-History
-About VODAFONE
-Special services by
VODAFONE
-Tele services

4. Customer satisfaction .................................................................. 31

5. SWOT Analysis .......................................................................... 35

6. Scope of study ............................................................................. 39

7. Research Methodology ............................................................... 40

8. Research design............................................................................. 41

9. Data analysis and interpretation .................................................... 42

10. Findings ....................................................................................... 63

11. Conclusions ............................................................................... 64

12.Suggestions .................................................................................... 65

13. Limitation .................................................................................... 66

14. Questionnaire............................................................................... 67

15. Bibliography ................................................................................ 72

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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. 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. 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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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 low 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”. Isn’t it?

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 Objective of 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.

> To know the expectation of Vodafone Customers.

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 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 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 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.

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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 HISTORY:

In 1982 Racal Electronics plc's subsidiary Racal Strategic Radio Ltd. won one of two UK

cellular telephone network licenses. The network, known as Racal Vodafone was 80%

owned by Racal, with Millicom and the Hambros Technology Trust owning 15% and 5%

respectively. Vodafone was launched on 1 January 1985. Racal Strategic Radio was

renamed Racal Telecommunications Group Limited in 1985. On 29 December 1986 Racal

Electronics bought out the minority shareholders of Vodafone for GB£110 million.

In September 1988 the company was again renamed Racal Telecom and on 26 October

1988 Racal Electronics floated 20% of the company. The flotation valued Racal Telecom

at GB£1.7 billion On 16 September 1991 Racal Telecom was demerged from Racal

Electronics as Vodafone Group.

In July 1996 Vodafone acquired the two thirds of Talkland it did not already own for

£30.6 million. On 19 November 1996, in a defensive move, Vodafone purchased Peoples

Phone for £77 million, a 181 store chain whose customers were overwhelmingly using

Vodafone's network. In a similar move the company acquired the 80% of Astec

Communications that it did not own, a service provider with 21 stores.

In 1997 Vodafone introduced its Speech mark logo, as it is a quotation mark in a circle;

the O's in the Vodafone logotype are opening and closing quotation marks, suggesting

conversation.

On 29 June 1999 Vodafone completed its purchase of AirTouch Communications, Inc.

and changed its name to Vodafone Airtouch plc. Trading of the new company commenced

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on 30 June 1999. To approve the merger, Vodafone sold its 17.2% stake in E-Plus
Mobilfunk. The acquisition gave Vodafone a 35% share of Mannesmann, owner of the
largest German mobile network.

On 21 September 1999 Vodafone agreed to merge its U.S. wireless assets with those of

Bell Atlantic Corp to form Verizon Wireless. The merger was completed on 4 April 2000.

In November 1999 Vodafone made an unsolicited bid for Mannesmann, which was

rejected. Vodafone's interest in Mannesmann had been increased by the latter's purchase

of Orange, the UK mobile operator. Chris Gent would later say Mannesmann's move into

the UK broke a "gentleman's agreement" not to compete in each other's home territory.

The hostile takeover provoked strong protest in Germany and a "titanic struggle" which

saw Mannesmann resists Vodafone's efforts. However, on 3 February 2000 the

Mannesmann board agreed to an increased offer of £112bn, then the largest corporate

merger ever. The EU approved the merger in April 2000. The conglomerate was

subsequently broken up and all manufacturing related operations sold off.

On 28 July 2000 the Company reverted to its former name, Vodafone Group Plc. In April

2001 the first 3G voice call was made on Vodafone United Kingdom's 3G network. In

2001 the Company took over Eircell, then part of eircom in Ireland, and rebranded it as

Vodafone Ireland. It then went on to acquire Japan's third-largest mobile operator J-

Phone, which had introduced camera phones first in Japan.

On 17 December 2001 Vodafone introduced the concept of "Partner Networks" by signing

TDC Mobil of Denmark. The new concept involved the introduction of Vodafone

international services to the local market, without the need of investment by Vodafone.

The concept would be used to extend the Vodafone brand and services into markets where

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it does not have stakes in local operators. Vodafone services would be marketed under the

dual-brand scheme, where the Vodafone brand is added at the end of the local brand. (i.e.,

TDC Mobil-Vodafone etc.)

In February 2002 Finland was added into the mobile community, as Radiolinja is signed

as a Partner Network. Radiolinja later changed its named to Elisa. Later that year the

Company rebranded Japan's J-sky mobile internet service as Vodafone live! and on 3

December 2002 the Vodafone brand was introduced in the Estonian market with signing

of a Partner Network Agreement with Radiolinja (Eesti). Radiolinja (Eesti) later changed

its name to Elisa.

On 7 January 2003 the Company signed a group-wide Partner agreement with mobilkom

Austria. As a result, Austria, Croatia, and Slovenia were added to the community. In April

2003 Og Vodafone was introduced in the Icelandic market and in May 2003 Vodafone

Italy (Omnitel Pronto-Italia) was rebranded Vodafone Italy. On 21 July 2003 Lithuania

was added to the community, with the signing of a Partner Network agreement with Bite.

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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

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member of the 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

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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 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!

Messenger.

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On 17 April 2008 Vodafone extended its footprint to Serbia as VIP mobile was added to

the community as a Partner Network and on 20 May 2008 the Company added VIP

Operator as a Partner Network thereby extending the global footprint to Macedonia. In

May 2008 Kall of the Faroe Islands rebranded as Vodafone Faroe Islands.

On 30 October 2008, the company announced a strategic, non-equity partnership with

MTS group of Russia. The agreement adds Russia, Armenia, Turkmenistan, Ukraine, and

Uzbekistan to the group footprint.

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 About Vodafone:

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

Vodafone Essar’s 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 crores) in ison Essar from Hong

Kong-based ison 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 Ruia, 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 Pieters 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,

18
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 simply. 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 simply get

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

future - but delivered in the present.

CORE VALUES:

V We shall uphold the dignity of the individual.

V We shall honor all commitments.

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

V We shall be responsible corporate citizens.

Accomplishments:

- 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.

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 - 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.

Services:

Staying connected becomes a lot easier with Vodafone. We have a wide range of services

you can access right from your Vodafone phone. From cell banking to flight updates to

call management services, get all that you want, instantly.

Prepaid services (latest):

- Vodafone Essar, one of India’s leading cellular service providers announced a new

Bonus Card 25 for its prepaid customers in Punjab. With this new bonus card,

Vodafone customers can enjoy the benefit of unlimited national SMS at just

20paisa/SMS. The new bonus card comes with 30 days validity.

Rajiv Kohli, Chief Executive Officer, and Vodafone Essar - Punjab said, “We have

always aimed to provide value offering to our customers. The new Bonus Card 25

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facilitates Vodafone customers to stay connected with their loved ones across India at an

economical rate.”

- Has introduced two new Bonus Cards. Bonus Card 17 and Bonus Card 27 come

with one month validity and are priced at Rs 17 and Rs 27 respectively. All

Vodafone prepaid customers including the lifelong customers in Kolkata and rest of

Bengal can enjoy the new Bonus Cards offer available across Stores and Ministores.

- ‘Lifelong Prepaid @Rs.46 plan’ for its prepaid customers in Kerala. This new

prepaid offer comes with lifetime validity and a talk time of Rs.5. Vodafone

customers can make local calls to all Vodafone numbers, other mobiles and

landlines at Re 1 per minute and all STD calls are at Rs1.50 per minute. Customers

need to recharge with Rs 200 cumulative in 180 days to stay connected.

Postpaid services(latest):

- Vodafone Essar, one of India’s leading cellular services providers has launched

three new monthly rental plans - Budget 500, Budget 750 and Budget 1000 - for its

postpaid customers in Kolkata and West Bengal. These Budget plans offer

combinations of free minutes over local and STD calls along with free local SMS.

This offer is valid for new and existing customers.

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Sridhar Rao, Chief Executive Officer, Vodafone Essar East Limited, said

“These budget plans will specially appeal to customers with high usage who can now

manage their mobile bills without compromising on talktime or SMS volume.”

- Announced a special offer for its customers in Madhya Pradesh and Chhattisgarh.

Customers can now avail free VIP numbers with every new post paid connection.

The VIP numbers provide customers an option to choose a number of their

preference from a range of special Golden numbers that usually comes with a huge

price tag.
Value added services:

Vodafone Essar, one of India’s leading cellular services providers, has announced a

special offer for Zoozoo fans across India. Vodafone customers can now get special oozoo

DVDs from a Vodafone Store and watch these adorable characters from Vodafone Essar’s

recent television commercials as they live life’s little moments in their inimitable style.

Vodafone Prepaid customers can get the DVD through a recharge of above Rs 300 at the

Vodafone Store. Vodafone Postpaid customers can enroll for Direct Debit or activate

Callertune or Vodafone Alerts at the Vodafone store to get the Zoozoo DVD.

Dial 600 to activate:

To activate these values added services on your Vodafone phone simply dial 600 and

access our Interactive Voice Response system.

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SMS:

Message your family and friends through Vodafone SMS Services. It's convenient and

affordable. Communicate with cell phone users in over 100 countries and anywhere in

India - by sending and receiving text msg.

Pay just Rs. 1.50 per message for sending SMS anywhere across the country.

SMS Chat:

Now, you can chat on your Vodafone phone with as many people as you want. Its fun and

as simple as sending an SMS. Your identity will remain anonymous as your phone

number is never displayed during the chat. You can have your own profile and chat name.

You can also create your own chat rooms or chat in the different rooms that already exist

including: Teens, 20s, 30s, Office, Bollywood, Delhi.

All you have to do is type in your messages and send them to 2428. You will be charged

Rs. 2 per outgoing message. Incoming messages are free.

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Vodafone Online:

Get all the useful information you need directly on your Vodafone phone - with Vodafone

Online. Including cricket, finance, entertainment, weather, astrology and more.

□ Simply go to the Vodafone Online menu on your Vodafone phone. If you do not see

the Vodafone Online menu on your phone, send HELP to 123. We will send you the list

of keywords.

□ Scroll to the topic on which you need information.

□ Select the information and key input as requested on the screen.

You will be charged Rs. 2 per outgoing message. Incoming messages are free.

MTNL Directory:

With this facility you can get to know the address and telephone no. of MTNL users.you

will be charged Rs.2 per outgoing message.

STD / ISD Codes:

You don't need to look up your diary or a phone directory to find out STD and ISD codes.

You can find it directly through your Vodafone phone.

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Ringtones & Logos:

Now you can change the ringtone on your Vodafone phone according to your moods. You

can download logos as well. With the Vodafone and Yahoo! tieup you have hundreds of

tunes and logos to choose from.

For every ringtone downloaded, you will charged Rs. 7.00 (including the cost of SMS

sent). For every logo/picture message downloaded, you will charged Rs. 3.00 (including

the cost of SMS sent).

Flash & Blink

Vodafone now offers you two exciting ways to send messages. You can make your

message flash directly on your recipient’s screen instead of the inbox. You can also

highlight the important parts of your message through blinks. So your text messages

become not only more visible, but more effective too.

You will be charged Rs. 2 per outgoing message. Incoming messages are free.

There are occasions when you may not want to take a call, or your Vodafone phone

maybe busy or simply unreachable. By paying a nominal monthly access fee, you can now

retrieve your messages at your convenience. Even if you are roaming, you can retrieve

25
Your Vodafone voicemail can

your messages from your voice mailbox through a fixed line, anywhere on earth.

□ Hold up over 17 messages at a time.

□ Receive a message that lasts up to 90 seconds.

□ Store a message for as long as you want.

□ You can also record your voice signature and welcome message.

Calling Line Identification

You can check your caller's telephone name and number on your phone screen whenever
you receive a call. This gives you the flexibility to either accept or reject an incoming call.
This service is also helpful in identifying your missed calls

You can access this service by just paying Rs. 49 per month, if you are a postpaid
customer. This service is absolutely free if you are a Vodafone Prepaid customer.

Itemized Billing

As a Vodafone Postpaid customer, you can choose to receive an itemized bill at the end of
each month. This is a detailed billing statement which helps you keep track of all your
calls. Your itemized bill includes:

□ Origin of the call

□ Destination of the call

□ Duration of the call

□ Toll charges

□ Airtime and total charge

26
 Get your itemized bill.

□ via post: Pay a monthly rental of 49 only.

□ via e-mail: Pay just Rs. 19 per itemized bill.

Fax & Data Services

This service enables you to constantly keep in touch with your office, colleagues and

information sources. You can send or receive faxes and transmit data using your

Vodafone phone anytime, anywhere. Whether you are operating from home,

Hotels and airport lobbies.

At speeds of up to 9600 bps within the network or while roaming. You can even access

the Internet.

All you need is a handset compatible data card (PC Card) or a GSM Software, and a data

chord cable with a PC to set up a mobile office.

You can also opt for either Vodafone Fax or Vodafone Data services independently.

Your Vodafone fax number can help you differentiate between incoming voice calls and

fax transmissions. You can also send and receive faxes anywhere on earth with your

Vodafone phone

By opting for the Vodafone Data Services you can access e-mail, databases and the

Internet. All on your single incoming data number.

Charges to activate the Vodafone Fax and Data service, you just need to pay a one-time

activation fee of Rs 500. To access the Fax service, the fee is Rs. 250. The usage

27
Your Vodafone voicemail can

charges

are nominal at Re 1 per minute.

28
Call Management Services

There may be occasions when you need to conference with up to six people at a time or

talk to just two. Or you are speaking to someone and want to forward an incoming call to

another phone. With your Vodafone phone, you can do this and more. Vodafonehelps you

manage your calls effortlessly so that you stay in control of your conversations, always.

Voice Response

Get your Vodafone phone to respond directly to your commands. Custom designed to

recognize Indian voices and accents, the Voice Response service makes your life more

convenient. You can get the latest updates on news, stocks, cricket and your horoscope.

Airtime charges will be Rs.6 per minute (1 minute pulse).

Voice Messaging

Voice Messaging has become even more affordable. You can now send voice messages to

cellular phones as well as fixed telephone lines in USA or Canada for just Rs.3.95 per

min* (as against Rs.4.95 per min earlier).

Voice messages within India across select networks will cost you Rs. .95 per min only.

Also, recipients of the cellular Voice Messaging service have the option of replying back

to the messages, which get returned back as return Voice Mail messages, facilitating two-

way (though not simultaneous) voice communication.

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You do not have to wait to get a PC to use the Yahoo! Messenger. With the exclusive

Vodafone-Yahoo! tie-up, you can easily get connected through your Vodafone phone.This

unique messenger comes with a lot of exciting features. You can connect with all Yahoo!

Messenger users, send, receive and reply to instant messages, view and manage your

friend list and also manage authorization requests. All this and more just by using SMS.

You will be charged Rs. 2 per outgoing message. Incoming messages are free.

Cell Banking

Vodafone now puts the bank in your pocket with Cell Banking. Access your bank account

and transact directly on your Vodafone phone by sending text messages.

The first of its kind in India, this service enables you to conduct your banking without
having to visit the bank or making a call.

You can do Cell Banking from over 90 countries worldwide.

You will be charged Rs. 2 per outgoing message. Incoming messages are free.

Roaming

Now you can always stay connected, no matter where you are. With the Vodafone

Roaming facility, you can use your Vodafone phone in over 100 countries worldwide and

over 1000 cities, towns and highways across India. Vodafone Roaming makes life easy

and convenient for you.

30
Yahoo! Messenger For SMS
Vodafone Essar, one of India’s leading cellular services providers, today announced

significant reduction in international roaming rates for its Postpaid customers traveling to

South Africa during the upcoming DLF Indian Premier League (IPL) cricket tournament.

Vodafone Essar is the official partner to DLF IPL 2013

One number across the globe

Your Vodafone phone number and PIN number remains the same whether you are in

Delhi, Chandigarh, London, Paris or anywhere else in the world.

National and International Roaming on Vodafone Prepaid

Roaming on Vodafone Prepaid gives you the most extensive coverage in over 1000 cities,

towns and highways across India, and in over 100 countries around the world. Enjoy

Roaming on your Vodafone Prepaid card and stay in touch wherever you go.

Yahoo! Mail For SMS

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.

31
WAP

With WAP, you can have the Internet directly in your pocket. So if you are looking for
quick and easy delivery of information and services, your Vodafone phone can show it all.
Use it to check out news, finance, shopping, entertainment, travel, entertainment and city
service information etc. To access this service all you need is a WAP enabled handset and
WAP services activated on your Vodafone phone. This service comes to you at a nominal
charge of Re. 1 per minute (1 min pulse).

Group Messaging

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

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.

32
 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

33
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, 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 performance according to expectation.

According to Garbrand, customer satisfaction equals perception of performance divided

by expectation of performance.

34
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 Anacom.

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 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

points); quality (8.2 points), diversity (8.0 points) and reliability (7.9 points) of products

and services offered; clarity and transparency of information supplied (7.8 points);

35
network coverage (7.9 points) and clarity and transparency of price plans (7.9 points).

Similarly, in the indicators measuring the Image of mobile operators, Vodafone comes top

in the five categories analyzed (on a scale of 1 to 10): 'It is a reliable company in terms of

what it says and what it does' (8.1 points); 'It is stable and well established in the market'

(8.8 points); 'It contributes positively to society' (7.5 points); 'It cares about its customers'

(7.6 points); and 'It is innovative and forward looking' (8.5 points).

The methodology used in the ECSI Portugal 2009 survey (ECSI - European Customer

Satisfaction Index) is similar to that used by the European Commission to survey

customer satisfaction in 25 Member States, enabling comparisons to be made between the

results obtained in each country.

The ECSI Portugal 2011 Communications survey was carried out by the Higher Institute

of Statistics and Information Management at Lisbon's New University in partnership with

the Portuguese Quality Institute and the Portuguese Quality Association, with sponsorship

from Anacom.

36
 SWOT ANALYSIS

SWOT Analysis is a strategic planning method used to evaluate the Strengths,

Weaknesses, Opportunities, and Threats involved in a project or in a business venture. It

involves specifying the objective of the business venture or project and identifying the

internal and external factors that are favorable and unfavorable to achieving that objective.

The technique is credited to Albert Humphrey, who led a research project at Stanford

University in the 1960s and 1970s using data from Fortune 500 companies.

37
 SWOT ANALYSIS OF VODAFONE
Strengths Weaknesses

Leadership Position Centralized Control -

Global Brand Strength Low Flexibility

High Geographical reach
High Consumer churn
Internal
rates

Opportunities Threats
Expanding marketing Increased Competition

boundaries Market saturation in

Growth through 3G Europe

External
Strategic Alliances Emergencies of Low

cost Brands

Strengths:

The main strength of Vodafone within the telecommunications market lies in its

brand image and recognition. Vodafone, having established a global presence and having

invested highly in marketing a differentiated image by promoting a Vodafone life style,

currently enjoys a differentiating advantage that, if exploited properly, can offer a lead in

competition. The presence of Vodafone in numerous countries within Europe as well as in

all part of the world enhances this image. It allows customers to travel and enjoy easily the

38
 SWOT ANALYSIS OF VODAFONE

services of their home country operator. In the few countries that Vodafone is not

physically present (e.g. Norway) it has well established strategic alliances which allow for

a better service of mobile clients.

Weaknesses:

The expansion of Vodafone has been completed at the expense of direct control of

its operations. The company grew through a process of acquisitions of national

telecommunications companies (e.g. the acquisition of the third biggest Czech mobile

phone operator, Cesky mobile) rather than organic growth. This increased its subscribers’

base quickly, offering direct market knowledge and immediate additions of customer

bases at the expense of direct effective control of the subsidiaries. At the same time

though, it implicitly imposed a centralized operational structure for the group, nominating

the UK headquarters as the leading business unit running a much centralised marketing

39
and handset procurement at group level. This has resulted in the neglect of local markets

and local differences, allowing market share to be gained by smaller local competitors.

Due to the highly saturated Western European market this has resulted in an increase in

the price elasticity of demand, with consumers becoming continuously price oriented. This

has resulted in high customer churn rates reaching the level of 32.8% in the UK compared

to O2’s 24%.

Opportunities:

The telecommunications market, even though highly saturated in some regions

offers great potential due to the ageing population and the sophistication of the consumers.

It offers great opportunities through a careful market segmentation and exploitation of

particular profitable segments. Different strategies should be pursued - simple phones and

simplified pricing plans to the ageing population and more updated, sophisticated

solutions for younger generations. The expanding Boundaries of the market could provide

further opportunities by allowing Vodafone to enter more aggressively into fixed-line

service and to better enjoy the benefits of its high investment in 3G technology. Moreover

the company has undertaken its first steps in establishing strategic alliances to develop

customized solutions for end-users: Vodafone recently announced two new partnerships,

one with supermarket group ASDA to launch an ASDA branded mobile service in the

UK, and another with electrical retailer DSG International to provide mobile solutions to

small businesses. This could further be enhanced to avoid being a late-entrant in this new

40
method of distribution which offers access to a wide potential customer base.
Threats:

The European part of Vodafone’s market is characterized by existing high levels of

competition. Major brands such as O2 and T-Mobile are exploiting the price sensitivity of

customers and in this way they are building a stronger image and presence in the market.

Indirect competition is also increasing further, through the presence of Skype and other

related (not only voice) Internet-based services. This combined with the upcoming

European legislative measures is expected to limit further the tariffs for the network

providers imposing further need for price cuts which could harm the bottom line

profitability of the company.

41
 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.

42
 RESEAECH METHODOLOGY

Introduction:

“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 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,

43
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,Questionnare

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 Employees

9. Sample unit: Here the researcher has randomly selected the

respondents of the New Delhi.

10. Sampling Design: Convenient sampling (sample collection)

44
 Data Analysis and Interpretation

After all the above steps are completed now the important step is data analyzing and

interpretation. For this there are various analytical and statistical tools. Some of these tools

are Percentage, Average, Dispersion, Co-relation, Co-efficient, etc.

Q1) Do you have a mobile phone?

Purpose:

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

Suggestions Yes No

No. of respondents 93 7

45
Interpretation:

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

not have a mobile phone.

46
Q2) Are you aware about telecommunications services?

Purpose:

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

regarding different telecommunications services and also to know about which

telecommunication(operator’s) service they use.

Interpretation:

95% of the respondents are aware about telecommunications services while 5% are

not aware.

47
 Q3) Are you aware about Vodafone?

Operator’s service name No. of respondents

Vodafone 87
Airtel 29
Idea 17
Reliance 21
BSNL 5
Tata Indicom 3

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.

48
Purpose:
Which operator’s service do you use?

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

among all the respondents.

awareness

yes

■ no

Interpretation:

Here 87% of respondents are aware about Vodafone Services.

Suggestions Yes No

No. of respondents 87 13

49
 Q4) From which source you came to know about Vodafone?

Purpose:

The purpose behind this question is to know from which source the respondents
came to know about Vodafone

Sources No. of respondents

Advertisements 63
Hoardings 52
Newspapers 35
Mouth Publicity 26

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.

50
 Q6) Which of the following services do you use of Vodafone?

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

Less than 1 month 12
2-6 months 19
6-12 months 22
More than 1 year 34

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.

51
 Q5) Since how long you are using Vodafone Services?

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

Pre-Paid 73

Post-paid 14

Interpretation:

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

post-paid services.

52
 Q7) Which services are more helpful to you while using Vodafone Services?

Purpose:

The purpose behind this question is to know which services are more helpful to the

respondent while using Vodafone.

Services No. of respondents

Call Rates 27
SMS Rates 48
Network 36
Value Added Services 19

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.

53
 Q(9)If yes, how often you call at customer care?

Purpose:

The purpose of this question is to know how

Suggestions Yes No
many times and how often the respondents call at
No. of respondents 76 11 customer care of Vodafone.
Interpretation:

87% of the respondent calls at customer care

while 13% respondents do not call at

customer care.

54
Q8) Do you call at customer care?
Time Period No. of respondents

Daily 5

Once a week 12

Once a month 24

Occasionally 35

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.

55
 Q9) For what reason you call at customer care?

Purpose:

The main purpose of this question is to know the reason of the respondents

regarding calling at customer care.

Reasons No. of respondents

Value Added Services 21
Information regarding new schemes 23
Complaining 42
Other queries 36

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.

56
Q10) Rate the following on the basis of your satisfaction.

Services Excellent Very Good Fairly Good Average Poor

100%

80% u Poor
Network 31 29 17 7 3
60% a Average

40% " Fairly Good

SMS Rates 6 19 35 24 3
- Very Good
20%
a Excellent
Network SMS rates New Customer Recharge Call rates value
3 schemes14 27
Care outlets 33
added 10
New schemes and offers service

and offers

Customer Care 6 32 29 15 5

Recharge 12 28 31 14 2

Outlets

Call Rates 2 20 43 19 3

9 24 29 19 6
Value Added

Services

Services

57
Network:

Purpose:

The

Service Excellent Very Good Fairly Good Average Poor purpose of

this
Network 31 29 17 7 3
analysis is

to know

the perspective of the customers of

Vodafone

regarding

network

service.

0%

58
Interpretation:

Here major respondents are satisfy with the network coverage. 36% of the

respondents are rate the Vodafone’s network excellent, 33% rate it very good, 20% rate it

farely good while 8% and 3% rate it average and poor.

59
 SMS Rates:

Purpose:

The purpose of this analysis is to know the perspective of the customers of

vodafone regarding Rates of SMS.

Service Excellent Very Good Fairly Good Average Poor

SMS Rates 6 19 35 24 3 Interpret

ation:

Here major respondents are not much 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.

60
New Schemes and Offers:

Purpose:

The main purpose of this analysis is to the respondent’s perspective related to the

new schemes and offers provided by Vodafone.

Interpretation:

Here major respondents are not much satisfied with new schemes and offers of

Vodafone. 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.

61
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.

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.

62
 Recharge Outlets:

Purpose:

The purpose behind this analysis is to know about the satisfaction of the Vodafone

customers regarding recharge outlets.

Recharge
Outlets
2%

14%
1 CO/ Excellent

Very Good

Fairly Good
32% Average
36%
u Poor

Service Excellent Very Good Fairly Good Average Poor

Recharge 12 28 31 14 2

Outlets

Interpretation:

Recharge outlets of Vodafone are majorly rated on fairly good and very good basis.

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.

63
 Call Rates:

Purpose:

The purpose behind this analysis is to know about the perception of vodafone

customers regarding different call rates.

Service Excellent Very Good Fairly Good Average Poor

Call Rates 2 20 43 19 3

Interpretation:

Major percentage of respondents are not happy with the call rates of Vodafone.

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.

64
Value Added Services: Purpose:

The purpose behind this analysis is to know about the perception of vodafone

customers regarding Value Added Services.

Service Excellent Very Good Fairly Good Average Poor

Value Added 9 24 29 19 6

Services

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.

65
Q12) Why you are not using Vodafone Services?

Purpose:

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

services.

Reasons No. of respondents

Lack of awareness 2
High Prices 6
Poor Services 3
Poor Network 2

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.

66
Q13) Would you like to recommend Vodafone to others?

Purpose:

The purpose of this question is to know the recommendations of the respondents

towards Vodafone, whether they would like to recommend the Vodafone services to

others or not.

Suggestions Yes No

No. of respondents 78 9

Interpretation:

90% of the Vodafone customers would like to recommend Vodafone services to

others while 10% of the Vodafone Customers won’t recommend to others.

67
 FINDINGS

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

not have a mobile phone.

> 100% of the respondents are aware about telecommunications services.

> 16% of the respondents use Airtel, 6% respondents use Idea while 12%, 4% and 2%

respondents use Reliance, BSNL and Tata Indicom respectively.

> 100% of respondents are aware about Vodafone Services.

> 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.

> 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.

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

use post-paid services.

> 37% of the respondents use Vodafone for SMS services while only 14% of the

respondents use Vodafone for Value Added Services.

> 87% of the respondent calls at customer care while 13% respondents do not call at

customer care.

> 31% respondents respondents call customer care once a month while 16% and 7%

of respondents call once a week and daily respectively.

68
 Conclusion

Follwing are the conclusion that the researcher found after the survey.

> From the above analysis the researcher concludes that major respondents are

dissatisfied with some of the major services like call rates, SMS rates and new

schemes & offers.

> Major respondents from all respondents use services of Vodafone.

> Major customers of Vodafone are old customers so many of the respondents are

satisfied with the services of Vodafone and thus they would like to recommend

Vodafone to others.

> Major respondents using Vodafone use pre-paid services compared to post-paid

services.

> Major respondents are youngsters so they need more SMS facilities and low call

rates, but Vodafone dissatisfies these age group (18-25) as their call rates and SMS

rates are much high.

69
 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.

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

Post-Paid customers increase.

> Vodafone should bring 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.

70
 LIMITATION OF STUDY

Certain limitations do creep in a research study due to constraints of the time, money and

human efforts, the present study is also not free from certain limitation, which were

unavoidable. Although all effort were taken to make the result of the work as accurate as

possible as survey but the survey have following constraints.

Here the researcher’s problems are:-

> 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.

71
 QUESTIONNAIRE

Q1) Do you have a mobile phone?

o Yes

o No

Q2) Are you aware about telecommunications service?

o Yes

o No

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

o Vodafone

o Airtel

o Idea

o Reliance

o BSNL

o Tata Indicom ( If not Vodafone then go to Q12 )

Q3) Are you aware about Vodafone?

o Yes

o No (If No, then go to Q11 )

72
Q4) From which source you came to know about Vodafone?

o Advertisement

o Hoardings

o Newspapers

o Mouth Publicity

Q5) 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

Q6) Which of the following services do you use of Vodafone?

o Pre-paid

o Post-paid

Q7) Which services are more helpful to you while using Vodafone services?

o Call rates

o SMS service

o Network

73
Q8) Dou you call at customer care?

o Value Added Services

o Yes

o No

If yes, how often you call at customer care?

o Daily

o Once a week

o Once a month

o Occasionally

Q9) For what reason you call at customer care?

o Value added services

o Information regarding new schemes

o Other queries

o Complaining

74
Q10) Rate the following services on the basis of your satisfaction.

Services Excellen Very Fairly Average Poor

t Good good

Network

SMS rates

New schemes and

offers
Customer Care

Recharge outlets

Call Rates

Value Added Services

Q11) What makes you unaware about Vodafone?

o Less Advertisements

o Less Publicity

o Others

(If others then mention ________________________)

75
Q12) Why you are not using Vodafone services?

o Lack of awareness (Multi-choice)

o High Prices

o Poor Services

o Poor network

Q13) Would you like to recommend Vodafone to others?

o Yes

o No

Q14) Give your suggestions to help in serve you better.

Name: _________

Age: __ years

Sex: Male/Female

Contact no.: ____

Signature: _____

76
 BIBLIOGRAPHY

Books:

1- .Beri.G C, 2010, Marketing Research, Tata MC Graw Hill Education PVT. LTD,

ISBN-

13; 978-0-07-062022-3

2- Kotler.Philip,2013,Principle Of Marketing, Arrangement with Person Education Inc.

and Dorling Kindersley Publishing Inc. , ISBN- 978-81-317-1547-5

3- Krishnamoorthy.R, 2011, Introduction to Rural Marketing, Himalaya Publishing house

PVT.LTD. ISBN- 978-93-5024-787-7

4. Hartmam.Laura P, 2013, Perspectives in Business Ethics, ISBN- 13; 978-0-07-062011-

13

Websites:

> http://www.vodafone.com/start/media_relations/news/local_press_releases/portu

gal/portugal_press_release/vodafone_had_highest.html

> http://en.wikipedia.org/wiki/Customer_satisfaction

> http://en.wikipedia.org/wiki/Hutch_(Indian_cellular_company)

> http://en.wikipedia.org/wiki/Vodafone

> http://bora.nhh.no/bitstream/2330/1919/1/Saplitsa%202013.pdf

> www.anacom.pt/renderj sp?contentId=606658

> www.iimcal.ac.in/community/consclub/reports/telecom.pdf

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