CB PROJECT (1)

8/7/2019 CB PROJECT (1)

http://slidepdf.com/reader/full/cb-project-1 1/47

PROJECT ON

CONSUMER BEHAVIOUR

SUBMITTED TO: SUBMITTED BY:

SAGAR KHATRI ANKITA TEJEE

AAYUSH BHALLA PRIYANK MESSEY SWAPNIL ARORA DEBOSMITA DUTTA SAKSHI SURI

8/7/2019 CB PROJECT (1)


Acknowledgment

We are thankful to many people who helped and supported us in the

completion of this project on Consumer Behavior on Vodafone Essar .

Our first vote of thanks would be to our faculty, Mr. Jones Mathews for

guiding and rectifying various mistakes that we committed during the

project with great attention and care. Without his guidance we would be lost

in the depth of the subject and found it difficult to streamline our

applications of the subject on this project.

We would also take this opportunity to thank our Institute and all its facilities

without which the project would have been a distant reality. We also extend

our appreciation to our family and our classmates.

8/7/2019 CB PROJECT (1)


STAGE 1 OF THE PROJECT

Report

NEED FOR UNIQUENESS

Consumers acquire and display material possessions for the purpose of feeling

differentiated from other people and, thus, are targeted with a variety of marketing

stimuli that attempt to enhance self-perceptions of uniqueness. Because the pursuit of

differentness (or counter conformity motivation) varies across individuals to influence

consumer responses, we develop and validate a trait measure of consumers' need for

uniqueness. Consumers' need for uniqueness is defined as an individual's pursuit of

differentness relative to others that is achieved through the acquisition,utilization anddisposition of consumer goods for the purpose of developing and enhancing one's

personal and social identity.Consumers today have come to regard their possessions as

part of themselves and their identity.To a large degree, they define themselves by what

they have and possess. This continual consumption and acquisition of material

possessions attempts to differentiate consumers from others in an effort to develop a

distinctive self and social image.

Consumer’s Need for Uniqueness Theory

The theory of consumers‟ need for uniqueness explains how an individual‟ s need for

uniqueness can influence brand responses and the need to be different from others

through the pursuit of material goods. It is logical to speculate that different people

exhibit varying degrees of need for uniqueness in similar circumstances and this can

have a significant impact on their purchase decisions. Individuals with a high need for

uniqueness tend to adopt new products and brands quicker which is pertinent to the

fashion industry where trends and styles are ever changing.

8/7/2019 CB PROJECT (1)


This need for uniqueness can be demonstrated in three types of consumer behavior:

(1) Creative choice counter-conformity , the search for social differentness through the

consumption of products that is acceptable to others.

(2) Unpopular choice counter-conformity , where consumers willingly risk social

disapproval to establish their uniqueness by consuming products considered outside

group norms and

(3) Avoidance of similarity , which refers to the consumers’ avoidance of mainstream

products and the tendency to favor products or brands that are unpopular or not likely to

become popular.

PROBLEM DEFINITION

This study evaluates how status consumption and consumers‟ need for uniqueness

influence brand perceptions of a well established luxury “UCB” brand and if these lead

to purchase intention. This integrates earlier research from two academic areas that

examine consumer’s need for uniqueness.

First, there is considerable research in psychology on how consumers use

possessions to define identity.

Second, to examine how a variety of factors influence the consumption of certain

products and brands. Studies show that status seeking consumers are

concerned with their peers and use brands to convey this message.

8/7/2019 CB PROJECT (1)


OBJECTIVE OF STUDY

Our objectives of carrying out this project report are as follows:

To analyze the future needs and aspirations of customers from thr brand.

To verify the satisfaction level of customers using the brand.

To focus the interest, likings and disliking of customers.

To find out measures to improve the overall performance.

RESEARCH METHODOLOGY

This research project is an outcome of primary research carried by us based on

interview, filling of questionaire and survey.

HOW THE RESEARCH WAS CONDUCTED ?

The research was conducted by distributing the questionnaire to the respondents in

UCB store and requesting them to fill it completely in exchange of a delicacy. As the

questionnaire was quite

lengthy therefore some people didn’t turn up positively to our request but since the

sample size is not too large hence we made it possible to get it filled by 30 respondents.

The process of getting the questionnaire filled is time-consuming. But with the

cooperation of respondents we made our task successfully done.

8/7/2019 CB PROJECT (1)


STAGE 2 OF THE PROJECT

CUSTOMER SATISFACTION

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.

What constitutes Satisfaction?

We cannot create customer satisfaction just by meeting customer's requirements fully

because these HAVE to be met in any case. However falling short is certain to create

dissatisfaction.

Major attributes of customer satisfaction can be summarized as:

1. Product Quality

2. Product Packaging

3. Keeping delivery commitments

4. Price

5. Responsiveness and ability to resolve complaints

6. Overall communication, accessibility and attitude.

8/7/2019 CB PROJECT (1)


CUSTOMER SATISFACTION INDEX

The Customer Satisfaction Index represents the overall satisfaction level of that

customer as one number, usually as a percentage. Plotting this Satisfaction Index of the

customer against a time scale shows exactly how well the supplier is accomplishing the

task of customer satisfaction over a period of time. Since the survey feedback comes

from many respondents in one organization, the bias due to individual perception needs

to be accounted for. This can be achieved by calculating the Satisfaction Index using an

importance weighting based on an average of the weightings assigned to each

parameter by the respondent.

Introduction

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 2008). 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 2010 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.

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.

8/7/2019 CB PROJECT (1)


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.

VODAFONE ESSAR

Introduction:

Vodafone Essar, previously Hutchison Essar is a cellular operator in India that covers

21 telecom circles in India. Despite the official name being Vodafone Essar, its products

are simply branded Vodafone. It offers both prepaid and postpaid GSM cellular phone

coverage throughout India and is especially strong in the major metros.

Vodafone Essar provides 2G services based on 900 MHz and 1800 MHz digital GSM

technology, offering voice and data services in 22 of the country's 23 licence areas.

Customer Satisfaction

Measuring customer satisfaction

Organizations are increasingly interested in retaining existing customers while targeting

non-customers; measuring customer satisfaction provides an indication of how

successful the organization is at providing products and/or services to the marketplace.

Customer satisfaction is an ambiguous and abstract concept and the actual

manifestation of the state of satisfaction will vary from person to person and

product/service to product/service. The state of satisfaction depends on a number of

both psychological and physical variables which correlate with satisfaction behaviors

such as return and recommend rate. The level of satisfaction can also vary depending

8/7/2019 CB PROJECT (1)


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 thearchitecture 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.

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 beingmeasured.

8/7/2019 CB PROJECT (1)


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.

Internal

Strengths Weaknesses

Leadership Position

Global Brand Strength

High Geographical reach

Centralized Control – Low

Flexibility

High Consumer churn

rates

External

Opportunities Threats

Expanding marketing

boundaries

Growth through 3G

Strategic Alliances

Increased Competition

Market saturation in

Europe

Emergencies of Low cost

Brands

8/7/2019 CB PROJECT (1)


RESEARCH METHODOLOGY

Introduction:

“Marketing research means the systematic gathering, recording, analyzing of data about

problems relating to the marketing of goods and services”

Marketing research has proved an essential tool to make all the need of marketing

management. Marketing research therefore is the scientific process of gathering and

analyzing of marketing information to meet the needs of marketing management. But

gathering of observation is must be systematic. The systematic conduct of research

requires:

Orderliness, in which the measurements are accurate.

Impartiality in analysis and i nterpretation.

All of research can be categorized into basic and applied.

1. BASIC RESEARCH: - Basic Research is that intended to expand the body of

knowledge for the use of others.

2. APPLIED RESEARCH: - Applied Research is one, which is carried out to findthe solution for a particular problem or for guiding a specific decision. It is usually

private in nature.

The research on Vodafone is carried on for guiding specific decisions and its results are

useful only to Vodafone for taking particular decision regarding product quality, staff and

security. Hence the nature of our research study is “APPLIED RESEARCH”.

8/7/2019 CB PROJECT (1)


Objective of Study:

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

To study customer satisfaction of Vodafone.

To study various Marketing activities provided by Vodafone.

To know the expectation of Vodafone Customers.

Benefits 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 designschemes & 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.

1) Problem Identification (Implications of pilot study)

The first and the most important step of marketing research is properly defining the

problem. In order to identify the research problem two categories of problem should be

carefully noticed.This was done through a pilot study to know on which parameters the

satisfaction of the brand depended.

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.

8/7/2019 CB PROJECT (1)


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.

2) Research design:

Research design indicates the methods and procedure of conducting research study.

The Research Design is: Descriptive Research Design.

3) Data Collection and Sampling:

The Research has used primary data for the core purpose of the project and this

primary data has been gathered by survey method. The research has also used

secondary data

A) Data collection Tools :

To conduct a survey, we have selected a structured questionnaire as an instruction

for gathering valuable information from the customers. Questionnaire, which is used for

the survey, is consisting of questions and checklist questions to check the customer

feedback.

B) Sampling Plan :

For this purpose we have used non probability convenience sampling.

Sample Size:

Sample size means limited numbers of respondents covered under the research study

from a population and we have taken a survey of 100 respondents to know the

satisfaction level of customer.

8/7/2019 CB PROJECT (1)


DATA ANALYSIS AND INTERPRETATION

Q1) Do you have a mobile phone?

Purpose:

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

Interpretation:

93% of the respondents are have a mobile phone while 7% of the respondents do not

have a mobile phone.

Suggestions Yes No

No. of respondents 95 5

8/7/2019 CB PROJECT (1)


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.

Suggestions Yes No


8/7/2019 CB PROJECT (1)


Which operator’s service do you use?

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.

Operator’s service name No. of respondents

Vodafone 87

Airtel 29

Idea 17

Reliance 21

BSNL 5

8/7/2019 CB PROJECT (1)


Q3) Are you aware about Vodafone?

Purpose:

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

all the respondents.

Interpretation:

Here 100% of respondents are aware about Vodafone Services.

Suggestions Yes No


8/7/2019 CB PROJECT (1)


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.

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.

Sources No. of respondents

Advertisements 63

Hoardings 52

Newspapers 35

8/7/2019 CB PROJECT (1)


Q5) Since how long you are using Vodafone Services?

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.

Interpretation:

Major Respondents using Vodafone are old customers. 39% of the respondents useVodafone services from past more than 1 year while the lowest is 14% respondents

using Vodafone services less than 1 month.

Time period No. of respondents

Less than 1 month 12

2-6 months 19

6-12 months 22

8/7/2019 CB PROJECT (1)


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

Purpose:

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

use, Pre-Paid or Post-Paid.

Interpretation:

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

post-paid services.

Services No. of respondents

Pre-Paid 73

Post- aid 14

8/7/2019 CB PROJECT (1)


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.

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.

Services No. of respondents

Call Rates 27

SMS Rates 48

Network 36

Value AddedServices 19

8/7/2019 CB PROJECT (1)


Q8) Do you call at customer care?

Purpose:

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

respondents call at customer care of Vodafone.

Interpretation:

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

at customer care.

Suggestions Yes No


8/7/2019 CB PROJECT (1)


If yes, how often you call at customer care?

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.

Time Period No. of respondents

Daily 5

Once a week 12

Once a month 24

8/7/2019 CB PROJECT (1)


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.

Interpretation:

34% of respondents call at customer care for complaining purpose while 30%,

19% and 17% of respondents call customer care for other queries, informationregarding new schemes and value added services respectively.

Reasons No. of respondents

Value Added Services 21

Information regarding new schemes 23

Complainin 42

8/7/2019 CB PROJECT (1)


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

Services

Excellent Very Good Fairly Good Average Poor

Network 31 29 17 7 3

SMS Rates 6 19 35 24 3

New schemes and

offers

3 14 27 33 10

Customer Care 6 32 29 15 5

Recharge Outlets 12 28 31 14 2

Call Rates 2 20 43 19 3

Value Added Services 9 24 29 19 6

8/7/2019 CB PROJECT (1)


Purpose:

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

Vodafone regarding network service.

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.

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

Network 31 29 17 7 3


SMS Rates 6 19 35 24 3

8/7/2019 CB PROJECT (1)


Interpretation:

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.

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.


New schemes

and offers

3 14 27 33 10

8/7/2019 CB PROJECT (1)


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.

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.


Customer Care 6 32 29 15 5

8/7/2019 CB PROJECT (1)


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.

Recharge Outlets:

Purpose:

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

Vodafone customers regarding recharge outlets.


Recharge

Outlets

12 28 31 14 2

8/7/2019 CB PROJECT (1)


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.

Call Rates:

Purpose:

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

customers regarding different call rates.


Call Rates 2 20 43 19 3

8/7/2019 CB PROJECT (1)


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.

Value Added Services:

Purpose:

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

customers regarding Value Added Services.


Value Added

Services

9 24 29 19 6

8/7/2019 CB PROJECT (1)


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.

8/7/2019 CB PROJECT (1)


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.

Interpretation:

6 don’t use Vodafone services because of high prices. 3 respondents don’t useVodafone services because of poor services while 2 respondents each don’t use

vodafone services because of lack of awareness and poor network.

Reasons No. of respondents

Lack of awareness 2

High Prices 6

Poor Services 3

8/7/2019 CB PROJECT (1)


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.

Interpretation:

90% of the Vodafone customers would like to recommend Vodafone services toothers while 10% of the Vodafone Customers won’t recommend to others.

Age analysis:

Purpose:

The main

purpose of this analysis

is to know how many

respondents belong to

a particular age of group.

Suggestions Yes No


Age Below 18 18-25 26-50 51 or above

Respondents 4 54 23 6

8/7/2019 CB PROJECT (1)


Interpretation:

Major respondents are youngsters i.e. 62% of the respondents belong to age

group of 18-25, 26% respondents belong to age group of 26-50, 7% of respondents

belong to 51 or above age group while only 5% of the respondents belong to age group

of below 18 years.

Age wise analysis(NETWORK):

Purpose:

The main purpose of this analysis is to know the perception of differentrespondents of differnet age groups regarding network service.

8/7/2019 CB PROJECT (1)


AgeBelow 1818-2526-5051 or aboveTotalExcellent1199231Very good2187229Fairlygood010611707Poor02013Total4542387

Interpretation:

Here major respondents rating network as excellent are youngsters that include

the age group of 18-25, the same is the case with all the rating of this service.

Age wise analysis (SMS Rates):

Purpose:

The main purpose of this analysis is to know the perception of differentrespondents of differnet age groups regarding rates of SMS.

Ratings AgeBelow 18 18-25 26-50 51 or above Total

Excellent 0 1 3 2 6

Very good 1 12 5 1 19

Fairly good 1 27 5 2 35

Average 2 11 10 1 24

Poor 0 3 0 0 3Total 4 54 23 6 87

8/7/2019 CB PROJECT (1)


Interpretation:

Major respondents are youngsters and they are not much satisfied with the SMSrates of Vodafone.

Age wise analysis (Call Rates):

Purpose:

The main purpose of this analysis is to know the perception of differentrespondents of differnet age groups regarding call rates.

RatingsAgeBelow 1818-2526-5051 or aboveTotalExcellent02002Very good1116220Fairlygood22612343Average1134119Poor02103Total45423687

8/7/2019 CB PROJECT (1)


Interpretation:

Major respondents rate charges of calls as fairly good. 26 respondents falling in

age group of 18-25 rate it as fairly good.

Analysis:

WEIGHTING AND SCORE CALCULATED FROM THE DATA COLLECTED.

PARAMETERS WEIGHTS SCORE

NETWORK 9 8

SMS RATES 7 3.5

NEW SCHEMES AND

OFFERS

8 5

CUSTOMER CARE 5 5

RECHARGE OUTLETS 6 7

CALL RATES 9 5

VALUE ADDED

SERVICES

6 5.5

8/7/2019 CB PROJECT (1)


ANALYSIS

The customer's requirements must be translated and quantified into measurable targets.This provides an easy way to monitor improvements, and deciding upon the attributesthat need to be concentrated on in order to improve customer satisfaction. We can

recognize where we need to make changes to create improvements and determine ifthese changes, after implementation, have led to increased customer satisfaction.

Two major factors that can be determined from the survey data are:

1. Performance Matrix (Your performance relative to customers priorities) and

2. Satisfaction Index (Customers Satisfaction over a period of time).

Performance Matrix: The average of the weightings and the scores given by thecustomer for each parameter is plotted on a Scatter graph. This Graphical

representation is easy to understand without any great knowledge of statistics.

With the data obtained, the average Weighting (importance) on x-axis versus averageScores (performance) on y-axis can be p lotted for each parameter.

From this Scatter Plot the supplier can find out at a glance, the areas where there isscope for improvement, highlighted, where possible by using the Traffic Signal analogy.

PERFORMANCE MATRIX

0

1

2

3

4

5

6

7

89

0 5 10

Score

8/7/2019 CB PROJECT (1)


SATISFACTION INDEX:

PARAMETERS WEIGHTING(A)

SCORE (B) WEIGHTING(AVG OF

1) (C)

WEIGHTEDSCORE (D)

NETWORK 9 8 1.12 8.96

SMS RATES 7 3.5 0.49 1.71

NEW SCHEMES

AND OFFERS

8 5 0.70 3.5

CUSTOMER

CARE

5 5 0.70 3.5

RECHARGEOUTLETS 6 7 0.98 6.68

CALL RATES 9 5 0.70 3.5

VALUE ADDED

SERVICES

6 5.5 0.77 4.23

AVERAGE7.14 5.57 4.58

CSI 57.25%

8/7/2019 CB PROJECT (1)


Findings

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

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.

8/7/2019 CB PROJECT (1)


5 respondents among the total no. of respondents 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.

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

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

Conclusion

Follwing are the conclusion from the research found after the survey.

From the above analysis the conclusion is that major respondents aredissatisfied 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.

8/7/2019 CB PROJECT (1)


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.

8/7/2019 CB PROJECT (1)


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 (Multi-choice)

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 )

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

o Advertisement (Multi-choice)

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

8/7/2019 CB PROJECT (1)


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 (Multi-choice)

o SMS service

o Network

o Value Added Services

Q8) Dou you call at customer care?

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 (Multi-choice)

o Information regarding new schemes

o Other queries

o Complaining

8/7/2019 CB PROJECT (1)


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

Services Excellent Very Good Fairly good Average Poor

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 ________________________)

Q12) Why you are not using Vodafone services?

o Lack of awareness

o High Prices

o Poor Services

o Poor network

Q13) Would you like to recommend Vodafone to others?

o Yes

o No

8/7/2019 CB PROJECT (1)


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

______________________________________________________________________

__

Name: ________________

Age: ___ years

Sex: Male/Female

Contact no.: ___________

Signature: __________

Documents

CB PROJECT (1)