PROJECT REPORT

(Submitted for the degree of B.Com Honours in Accounting &

Finance under the University of Calcutta)

Title of the Project

A STUDY ON CUSTOMER SATISFACTION Of

VODAFONE inc.

Submitted by:-

Name of the candidate: Kumari Subhra

Registration No.: 034-1221-1387-15

Name of the college: Shri Shikshayatan College
Roll No.: 1034-51-0234

Supervised by:-

Name of the Supervisor: Sanchita Roy Chowdhury

Name of the college: Shri Shikshayatan College

Month and Year of Submission: February, 2018

 ANNEXURE – IA

Supervisor’s certificate

This is to certify that Ms KUMARI SUBHRA, a student of

B.Com Honours in Accounting and Finance of SHRI
SHIKSHAYATAN COLLEGE under the University of
Calcutta has worked under my supervision and guidance for
her Project Work and prepared a Project Report with the
title A STUDY ON CUSTOMER SATISFACTION Of
VODAFONE inc. which she is submitting, is her genuine
and original work to the best of my knowledge.

Place: Kolkata Signature:

Date: Name: Sanchita Roy Chowdhury
Designation: Professor
Name of College: Shri
Shikshayatan College
 ANNEXURE – IB

Student’s Declaration

I hereby declare that the Project Work with the title A STUDY
ON CUSTOMER SATISFACTION Of VODAFONE inc.
submitted by me for the partial fulfillment of the degree of
B.Com Honours in Accounting and Finance under the
University of Calcutta is my original work and has not been
submitted earlier to any other University/Institution for
fulfillment of the requirement for any course of study. I also
declare that no chapter of this manuscript in whole or in part
has been incorporated in this report from any earlier work done
by others or by me. However, extracts of any literature which
has been used for this report has been duly acknowledged
providing details of such literature in the references.

Place: Kolkata Signature:

Date: Name: Kumari Subhra
Address: 5A, Greek ChurcRow
Kalighat, Kolkata – 700026.
Registration No.: 034-1221-1387-15
 ACKNOWLEDGEMENT

I would like to take this opportunity to extend my

heartfelt gratitude towards all those who have provided
me help, guidance and support in the process of
completion of this project.
I am very pleased to express my deep sense of gratitude
to Sanchita Roy Chowdhury (Project Supervisor) for her
consistent encouragement. I shall cherish my
association with her for the encouragement, absolute
freedom of thought and action I have enjoyed during
the course of the project.
I am very much obliged and indebted to our principal
Dr. Aditi Dey and our H.O.D. Swagata Mukherjee for
letting me take up the project.
At last but not the least, I am also thankful to my friends
who have helped me in the preparation of this project.
 TABLE OF CONTENTS

S.NO Sub-topic Page No.

CHAPTER 1: INTRODUCTION

1.1 BACKGROUND 1

1.2 LITERATURE REVIEW 2

1.3 OBJECTIVES OF THE STUDY 3

1.4 RESEARCH METHODOLOGY 3-5

1.5 LIMITATIONS OF THE RESEARCH 5

CHAPTER 2 : CONCEPTUAL FRAMEWORK

2.1 NATIONAL AND INTERNATIONAL SCENARIO 6-12

CHAPTER 3: PRESENTATION OF DATA, ANALYSIS AND
FINDINGS

3.1 FACTS AND FIGURES 13-32

CHAPTER 4: CONCLUSION AND

RECOMMENDATION

.
4 1 CONCLUSION 33

34
4.2 RECOMMENDATION

CHAPTER 5: Bibliography 35

ANNEXURE 36-38
CHAPTER 1: INTRODUCTION

1.1) BACKGROUND

Customer satisfaction is a crucial goal for most organisations. In order to monitor customer
satisfaction, and to take the action for improving it, a number of different methods have been
developed and tested. The objective of all customer satisfaction models is to provide all results
that are relevant, reliable, and valid and have predictive financial capability. Customer
satisfaction with respect to delivery of telecommunications services for their respective service
providers, price charged, and customers right protection.
This project is on analysis of customer satisfaction by using Questionnaire method. These days
people are using lot of mobile services and they want that the services should be up to the mark.
Businesses monitor customer satisfaction in order to determine how to increase their customer
base, customer loyalty, revenue, profits, market share and survival. Although greater profit is
the primary driver, exemplary businesses focus on the customer and his/her experience with
the organization. They work to make their customers happy and see customer satisfaction as
the key to survival and profit. Customer satisfaction in turn hinges on the quality and effects of
their experiences and the goods or services they receive.
The sample is on random basis of Kolkata services. The various data have been collected
through questionnaire on what customers want from the company services. The maximum
thing that customer wants is subscription plans and various other things.
Thus, by doing this survey I have come to know various needs of the customer towards
telecommunication services.

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1.2) LITERATURE REVIEW

1) The references for the literature review used for the problem in hand are as follows:
Seth et al (2008) analyzed that there is relative importance of service quality attributes
and showed that responsiveness is the most importance dimension followed by
reliability, customer perceived network quality, assurance, convenience, empathy and
tangibles.

2) Liu (2002) found that the choice of a cellular phone is characterized by two attitudes:
attitude towards the mobile phone brand on one hand and attitude towards the network
on the other. Samuel (2002) observed that most of the respondents consider size,
quality, price, instrument servicing are important factors for selecting the handset while
majority of the respondents are satisfied over the payment system, quality of services,
coverage area and the process of attending the complaints regarding their mobile
service provider.

3) 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
2in each other's home territory.

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1.3) OBJECTIVES OF STUDY

The setting of objective is the core stone of a systematic study. The study will be fruitful one
when the basis laid down is a concrete one they represent the desired solution to the problem
and help in proper utilization of opportunities.

Objectives:

The objectives of the research are:

1) To find out which sales promotion tools will increase the sales
2) To find out how brand ambassador can influence sales promotion.
3) To know the features that attracts the customer to subscribe to Vodafone.
5) To know the level of satisfaction of customers towards “Vodafone Service.

1.4) METHOD OF RESEARCH

Survey method:
A Survey is a complete operation, which requires some technical knowledge Survey methods
are mostly personal in character. Surveys are best suited for getting primary data. the research
obtains information from the respondents by interviewing them.
Sampling: It is not always necessary to collect data from whole universe. A small
representative sample may serve the purpose. A sample means a small group taken in a large
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lot. This small group taken in a large lot. This small group should be emanative cross section
and really “representative” in character. This selection process in calls sampling.

Sample size: Samples are devices for learning about large masses by observing a few
individuals. The selected sample size is 25.

Methods of Sampling

Random sample method:

The method adopted here is random sampling method. A Random sample is one where each
item in the universe has as an equal chance of known opportunity of being selected.

Research Instrument:

Questionnaire:

A questionnaire is a carefully complied logical sequence of questions directed to a define

objective. It is the outline of what information is required and the framework on which the data
is built upon. Questionnaire is commonly used in securing marker information that its
preparation deserves utmost skill and care.

Collection of data:

One of the important tools for conduction market research is that availability of necessary and
useful data. Date collection is more of an art than a science. The methods of marketing research
are in a way the methods of data collection. The sources of information fall under two
categories.

1)Internal sources: Every company has to keep certain records such as accounts, reports etc.
these records provide sample information which an organization usually keeps collection in its
working.

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2)External sources: When internal records are insufficient and required information is not
available, the organization will have to depend on external sources. Of data are.

a) Primary data: The data collected for a purpose in original and for the first time is known
as primary data. The researches collect this data to study a particular problem.
Here the primary data is data collected through questionnaire by directly meeting the
customers.

b) Secondary Data:
The data, which is collected from the published sources i.e., not originally collected of the first
rime is called secondary data.
Here the secondary data is data collected from the company’s brochures, pamphlets, catalogues
and the website

1.5) Limitations of the study

1) Time factor was the main limitation for the study as the project was restricted to small period.
2) The research was limited only to the Kolkata city so the result can’t be generalized to the
whole market.
3) The sample taken for research was concerned only for 25 customers rather than millions of
customers scattered around the world.
4) Since the project has to be completed within a short period of time the information collected
could be biased.
5) Some of the premium segments could not be met due to time lack and by not obtaining prior
appointment due to tight schedule of the respondents.

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Why Organizations Focus on Customer Satisfaction?

Businesses monitor customer satisfaction in order to determine how to increase their customer
base, customer loyalty, revenue, profits, market share and survival. Although greater profit is
the primary driver, exemplary businesses focus on the customer and his/her experience with
the organization. They work to make their customers happy and see customer satisfaction as
the key to survival and profit. Customer satisfaction in turn hinges on the quality and effects of
their experiences and the goods or services they receive.

Customer Satisfaction

The definition of customer satisfaction has been widely debated as organizations increasingly
attempt to measure it. Customer satisfaction can be experienced in a variety of situations and
connected to both goods and services. It is a highly personal assessment that is greatly affected
by customer expectations. Satisfaction also is based on the customer’s experience of both
contact with the organization (the “moment of truth” as it is called in business literature) and
personal outcomes. Some researchers define a satisfied customer within the private sector as
“one who receives significant added value” to his/her bottom line—a definition that may
apply just as well to public services. Customer satisfaction differs depending on the situation
and the product or service. A customer may be satisfied with a product or service, an
experience, a purchase decision, a salesperson, store, service provider, or an attribute or any of
these. To avoid difficulties stemming from the kaleidoscope of customer expectations and
differences, some experts urge companies to “concentrate on a goal that’s more closely linked
to customer equity.” Instead of asking whether customers are satisfied, they encourage
companies to determine how customers hold them accountable Customer satisfaction, a

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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.
Customer satisfaction depends on the product’s performance relative to a buyer’s expectation,
the customer is dissatisfied

Improving Customer Satisfaction

Published standards exist to help organizations develop their current levels of customer
satisfaction. The International Customer Service Institute (TICSI) has released The
International Customer Service Standard (TICSS). TICSS enables organizations to focus their
attention on delivering excellence in the management of customer service, whilst at the same
time providing recognition of success through a 3rd Party registration scheme. TICSS focuses
an organization’s attention on delivering increased customer satisfaction by helping the
organization through a Service Quality Model. TICSS Service Quality Model uses
the 5 P's - Policy, Processes People, Premises, Product/Services, as well as performance
measurement. The implementation of a customer service standard should lead to higher levels
of customer satisfaction, which in turn influences customer retention and customer loyalty

Customer Satisfaction Surveys:

Surveys and questionnaires are the most common marketing research methods. Typically, they
are used to:
Assess the level of customer satisfaction with a particular product, service or experience
Identify factors that contribute to customer satisfaction and dissatisfaction;
Determine the current status or situation of a product or service;
Compare and rank providers;
Estimate the distribution of characteristics in a potential customer population; or
Help establish customer service standards.

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 COMPANY PROFILE

Vodafone India is a 100% subsidiary of Vodafone Group. It commenced operations in 1994

when its predecessor Hutchison Telecom acquired the cellular license for Mumbai. Brand
Vodafone was launched in India in September 2007, after Vodafone Plc. acquired a majority
stake in Hutchinson Essar in May 2007. From a single operation base with 31 million
customers, the company has expanded its operations across the country to cover all 22 telecom
circles and service 180 million customers. This journey is a strong testimony of Vodafone's
commitment and success in a highly competitive and price sensitive market.

Vodafone was formed in 1984 as a subsidiary of Racal Electronic Plc. Then known as Racal
Telecom limited, approximately 20% of the company’s capital was offered to the public in
October 1988. It was fully demerged from Racal Electronics Plc an became and independent
company in September 1991, at which time it change its name to Vodafone group Plc.
Following its merger with Air Touch communications, Inc.(“Air Touch”),the company
changed its name to Vodafone Air Touch Plc on 29 June 1999 and following approval by the
shareholders in the general meeting ,reverted to its former name ,Vodafone group Plc on 28
July 2000.

PRODUCT PROFILE

INTRODUCTION TO VODAFONE PRODUCT AND SERVCES

Vodafone group Plc is the world’s leading mobile telecommunications company, with a
significant presence in Europe ,the middle East ,Africa, Asia-Pacific, The United States
through the company’s subsidiaries undertakings, joint ventures associated under takings and
investments.

8|Page
The group’s mobile subsidiaries operate under the brand name “Vodafone” .In the United
States the group’s associated undertaking operates as Verizon wireless.

Vodafone Group Plc is a Public Limited company incorporated in England under registered
number 1833679. Its registered office is Vodafone house ,the connection , New burry,
Berkshire RG142FN, England.

PRODUCT REVIEW

“Mobile is always at the heart of what the company do ,but how they are moving into integrated
mobile and PC communication services”- Vodafone Essar

They are doing it in that two ways ;-

Wirelessly through 3G, 4G and HSDPA(High Speed Download Packet Access), but also using
fixed line broadband services like DSL(Digital Subscriber Line).their customers benefit from
a complete Vodafone experience in and out of their homes and offices. They are notified about
email with their consumer push email service, access existing instant messaging services on
the move and share images and video captures on their handsets.

They offer suite of products that , starting with voice calls , offers their customers an alternative
to a traditional fixed telephone line

M- coupon:
Electronic discount coupons that customers can get on their mobile while they shop.

Voice courier:
Vodafone subscribers can send messages in their own voice to select GSM subscribers all
across the country and to any land line or cellular subscriber in the US and Canada at a fraction
of STD and ISD rates.

M-chat:
An instant- messaging service that enables subscribers to chat with their friends in MSN, Yahoo
and ISQ from Vodafone mobile (using the SMS feature). Vodafone ’s m-chat enables
subscribers to chat with all the three chat rooms, MSN, Yahoo and ISQ, without having to tag
along a laptop or computer with net connection.

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SMS in nine vernacular languages:
Hindi, Guajarati, Marathi, Bengali, Telugu, Tamil, Malayalam, Kannada and Punjabi, in
addition to English.

GPRS/MMS:
Vodafone Delhi was the first mobile phone operator to launch GPRS services in Delhi. It’s 3G-
compatible networks support General Packet Radio Service (GPRS), which allows subscribers
to access Internet websites and information portals on Vodafone mobile. Another outstanding
application on GPRS is Multimedia Messaging service (MMS). Vodafone is among the
pioneers in providing MMS. This innovation in mobile communication provides the subscriber
the ability to communicate in voice or text with full colour images.
With the introduction of GPRS on its network, Vodafone also supports the use of the GPRS
phone as a modem, providing busy laptop armed executives the opportunity to log in wirelessly
while on the move.
Your smile is worth it.

CALLER LINE IDENTIFICATION PRESENTATION (CLIP):

CLIP identifies the caller by displaying the number of the caller on the handset. This allows
you the benefit of accepting or rejecting the call; although, at times Caller Line Identification
may not appear due to technical problems in the originating network.

CALL HOLD/CALL WAIT:

This feature allows you to receive or make another call, while you are already busy with call,
without disconnecting it. You can receive or make a second call, by putting the first call on
hold. You are billed for both the calls. You can activate call waiting by using the menu of your
cell phone.

CALL DIVERTS:
This feature enables you to divert an incoming call to a landline number within your city or a
cell phone within the Vodafone network.

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CALL CONFERENCE:
This feature allows you to have a teleconference with up to five people at the same time, no
matter where you are. The hand set should support this feature. You can conference with either
cell or landline phones. All the calls in the conference are chargeable. This feature needs to be
supported by the handset.

SHORT MESSAGING SERVICES:

This feature allows you to send and receive messages, to and from, respectively; almost all
national cellular operators. SMS allows you access to Services like receiving stock quotes,
horoscopes, jokes, messages, email, news, and many others. It comes as an in-built feature to
all Vodafone subscribers. Vodafone offers an array of services that help you manage your calls
better. From caller Identification to Call Waiting, from Call Divert to Call Conference,
Vodafone redefines convenience. Most of this feature are optional and can be availed of on
request and carry a nominal subscription charge. To activate any feature, call our Customer
Care or visit any Vodafone showroom.

World Roam:
With Vodafone World Roam services, you can be close to home even when you’re
globetrotting. With one of the finest roaming footprints in USA and most GSM countries in
Europe, Far East Asia and Central Asia. You are assured of the most comprehensive coverage
around the globe, with over 72 cellular service providers covering 53 countries

ITEMISED BILLING:
This feature gives you the details of all calls made and received, SMS sent during a month.
Your monthly bill, therefore, will carry the details of the number called/received, time and date
of the call, duration, amount charged, number to which the SMS had been sent, etc. This feature
is given by default, and can be deactivated on request

PREPAID:
A Prepaid subscription is like a “cash & carry” subscription, designed for quick convenience
& ease of mobility of our valued customers. To subscribe for a prepaid connection, do ask for
the “VODAFONE Chitchat” Brand at our outlets. Under this type of subscription, you can pay

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in advance for using the services and your credit balance on the subscription keeps reducing in
real time against usage. You will need to buy a pro-paid card, which may or may not have a
preloaded calling value. If there is no default preloaded calling value, then you will need to buy
a recharge coupon to add calling value to your account. These recharge coupons are available
in different denominations. Every recharge coupon has a pre- defined calling value and a
validity period. This means that you need to use the entire amount of your coupon within a
certain time limit. In case you exceed the time limit or the coupon value, your number will be
deactivated till such time as you renew your coupon.

POSTPAID:
A post-paid subscription is also called a billing subscription. In this type of a connection, you
can avail of the cellular connection first and pay for the usage at the end of the month. To avail
this type of connection, you will be required to submit a signed Customer Service Agreement
(CSA) from along with certain specified documents like proof of address, proof of income, etc.
Your connection will be activated post the payment of the onetime charge or activation fee, a
refundable deposit and verification of the requisite documents. On consistent and regular
payment and high usage patterns, you could win yourself the opportunity to enjoy exclusive
loyalty and frequent user facilities provided by Vodafone Cellular.
To avail of a post-paid connection, you will be required to arrange for the following documents:
Proof of residence like telephone or electricity bill or credit card statement or lease agreement.
Proof of identity like voter ID, driving license, passport or PAN.
Passport size photograph while taking a new post-paid connection, you will be required to pay
a one-time activation charge and a security deposit. The onetime activation fee attracts an
applicable service tax. The security deposit is refundable. Your SIM card will be activated on
completion of all formalities.

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CHAPTER 3: DATA ANALYSIS AND FINDINGS

1: The mobile service subscribed by the respondents

Table 1:

SL MOBILE NO. OF PERCENTAGE

NO SERVICE RESPONDENTS
1 Vodafone 9 36
2 Idea 6 24
3 Airtel 3 12

4 Reliance 4 16

5 Tata docomo 3 12

120 TOTAL 25 100

100
80
60
40
20 NO. OF RESPONDENTS
0
PERCENTAGE
Airtel

Reliance

TOTAL
Vodafone

Idea

TataDocomo

1 2 3 4 5

Inference:

36% respondents of Vodafone, 24% respondents of Vodafone, 12% respondents of

Airtel,16% respondents of Reliance, 12% respondents of TataDocomo.

From this we come to know that largest segment of respondents are of Vodafone then comes
Vodafone, Reliance ,Airtel and TataDocomo.

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 2: The cellular subscribers preferring the type of service

TABLE 2

Sl no. Type of No. Of Percentage

services Respondents
1 Prepaid 15 60

2 Postpaid 10 40
Total 25 100

70
60
50
40
1 Prepaid
30
2 Postpaid
20
10
0
NO OF RESPONDENTS PERCENTAGE

Inference:

60% respondents of Vodafone are using prepaid

40% respondents of Vodafone are using postpaid.

From this we can conclude that most of the respondents of Vodafone prefer prepaid than
postpaid service.

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3. What feature attract a Vodafone card purchaser?

TABLE 3

SL NO FEATURES NO. OF PERCENTAGE

RESPONDENTS
1 Most friendly 4 45
and affordable
plans.
2 Best quality 3 33
network
3 Widest 0 0
coverage AP
4 Brand Loyalty 2 22
TOTAL 9 100

50
45
40
35
Axis Title

30
25
20
15
10
5
0
Most friendly
Best quality Widest
and afforable Brand Loyalty
network coverageAP
plans
1 2 3 4
NO. OF RESPONDENTS 4 3 0 2
PERCENTAGE 44 33.33 0 22.29

Inference:

44% respondents are attracted towards Vodafone’s most friendly &affordable plans.
33.3% respondents are attracted towards Vodafone’s best quality network.
1% respondents are attracted towards Vodafone’s widest coverage in A.P.
22.29% respondents are attracted towards Vodafone’s brand loyalty.

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4. Suggest features you think that needs improvements?

TABLE 4

Sl no. Features No. of Percentage

respondents
1 Service 10 40

2 Transparency 5 20
in billing
3 Call Clarity 7 28

4 Call drop 3 12
facility
TOTAL 25 100

45
40
35
30
25
20
NO. OF RESPONDENTS
15
PERCENTAGE
10
5
0
Service Transparency in Call Clarity Call drop facility
billing
1 2 3 4

Inference:

40 % respondents say service need improvement.

20% respondents say more transparency in billing should maintained.
28% respondents say call clarity needs improvement.
12% respondents say call drop facility needs improvement.
From this we conclude that most of the respondents need improvement in service.

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 5. How often you have opted for mobile number portability?

TABLE 5

Sl no Usage oF No.Of Percentage

cell phone respondents
1 Never 0 0
2 Once 16 64
3 Twice 2 8
4 Thrice 0 0
5 More than 7 28
thrice
TOTAL 25 100

120

100

80
Axis Title

60

40

20

0
More than
Never Once Twice Thrice TOTAL
thrice
1 2 3 4 5
NO. OF RESPONDENTS 0 16 2 0 7 25
PERCENTAGE 0 64 8 0 28 100

Inference:

From above we can say that respondents maximum portability service of cell phone is once which
is 64% and 8% respondents have changed the service twice times and 28% respondents more
than thrice.

From this we can conclude that respondents change their service once only.

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6.Have you ever contacted customer service?

TABLE 6

SL No Response No. Of Respondents Percentage

1 Yes 13 52
2 No 12 48
TOTAL 25 100

60

50

40

30
NO. OF RESPONDENTS
20 PERCENTAGE

10

0
Yes No
1 2

Inference:

52 % respondents have contacted customer service.

48% respondents have not contacted customer service.

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7. If you contacted customer service has all problems been resolved to your complete
satisfaction?

TABLE 7

Sl no. Response No. Of Percentage

respondents
1 Yes by the 8 32
company
2 Yes by myself 7 28

3 No was not 10 40
resolved
TOTAL 25 100

45 40
40
35 32
30 28
25
20
15 10
10 8 7
5
0
Yes by the company Yes by myself No was not resolved
1 2 3

NO OF RESPONDENTS PERCENTAGE

Inference:

32% respondents say that their problem was resolved by the company.

28% respondents say that their problems got solved by themselves.

And rest 40% respondents say that the problem was not solved to their satisfaction level.

Hence we can conclude that maximum respondents problem is not being solved according to
their complete satisfaction.

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8. Which sales promotion activity do you think would be more effective in grabbing more
market share?

TABLE 8

SL no Sales promotion No of respondents Percentage

tools
1 Extra talk time 6 24

2 Customised recharge 8 32
facility
3 Free incoming for 8 32
more than one month
4 Roaming Facility 3 12

TOTAL 25 100

35
30
25
Axis Title

20
15
10
5
0
Customised Free incoming
Extra talk time Roaming Facility
recharge facility for one month
1 2 3 4
NO OF RESPONDENTS 6 8 8 3
PERCENTAGE 24 32 32 12

Inference:

24% respondents chose extra talk time as a promotion activity.

32% respondents chose Customised recharge facility

32% respondents chose Free incoming facility for one month and lastly 12% respondents have
chosen any other activity which would be effective in grabbing market share.

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9. Suggest which Brand Ambassador will effect sales promotion?

TABLE 9

SL no Brand No of Percentage
Ambassador respondents
1 Film Star 5 20

2 Sports Person 7 28

3 Musician 5 20

4 Common people 8 32

TOTAL 25 100
35
30
25
20
15 NO OF RESPONDENTS

10 PERCENTAGE

5
0
Film Star Sports Person Musician Common people
1 2 3 4

Inference:

20% respondents suggested for film star as brand ambassador.

28% respondents suggested for sports person as brand ambassador.

20% respondents suggested for politician as brand ambassador.

32% respondents suggested for common people as brand ambassador.

From this it is clear that more respondents prefer sports person to effect sales promotion.

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10 (I) . How much satisfied are you? With The Accuracy of the SERVICE

TABLE 10(i)

SL No Ratings No of Percentage
Respondents
1 Very Satisfied 0 0
2 Satisfied 11 44

3 Neutral 8 32
4 Dissatisfied 4 16

5 Very dissatisfied 2 8
TOTAL 25 100

50
45
40
35
30
25
20 NO OF RESPONDENTS
15 PERCENTAGE
10
5
0
Very Satisfied Neutral Dissatisfied Very
Satisfied Dissatisfied
1 2 3 4 5

Inference:

44% respondents rated as satisfied

32% respondents rated as neutral

16% respondents rated as dissatisfied

8% respondents rated as very dissatisfied.

Hence maximum number of respondents are satisfied with the Vodafone cellular services.

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10 ii(1) How much satisfied you are with?

(1) CALLING RATES

TABLE 10 ii(1)

SL No Ratings NO of Respondents Percentage

1 Very Satisfied 1 4

2 Satisfied 7 28

3 Neutral 11 44

4 Dissatisfied 6 24

5 Very dissatisfied 0 0

TOTAL 25 100

50
40
30
20
10 NO OF RESPONDENTS
0
PERCENTAGE
Very satisfied Satisfied Neutral Dissatisfied Very
Dissatisfied
1 2 3 4 5

Inference:

4% respondents rated Calling charges as Very Satisfied,

28% respondents rated calling charges as Satisfied,

44% respondents rated calling charges as Neutral,

24% respondents rated calling charges as Dissatisfied.

Hence maximum number of respondents have rated calling charges as Neutral as their opinion.

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10(2). How much satisfied you are with?

2) INTERNET CHARGES –

TABLE 10(2)

SLno Ratings No of Percentage

Respondents
1 Very Satisfied 1 4

2 Satisfied 6 24

3 Neutral 7 28

4 Dissatisfied 9 36

5 Very dissatisfied 2 8

TOTAL 25 100

40
35
30
Axis Title

25
20
15
10
5
0
Very
Very Satisfied Satisfied Neutral Dissatisfied
Dissatisfied
1 2 3 4 5
NO OF RESPONDENTS 1 6 7 9 2
PERCENTAGE 4 24 28 36 8

Inference:

4% respondents rated internet charges as Very satisfied,

24% respondents rated internet charges as Satisfied,

28% respondents rated internet charges as Neutral,

36% respondents rated calling plan as Dissatisfied and

8% respondents rated internet charges as Very Dissatisfied.

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.

10(3). How much satisfied you are with?

3)TOPUP RECHARGE

TABLE 10(3)

SL No Ratings No of Respondents Percentage

1 Very Satisfied 0 0
2 Satisfied 10 40
3 Neutral 9 36

4 Dissatisfied 4 16

5 Very dissatisfied 2 8

TOTAL 25 100

45
40
35
Axis Title

30
25
20
15
10
5
0
Very Very
Satisfied Neutral Dissatisfied
Satisfied Dissatisfied
1 2 3 4 5
NO OF RESPONDENTS 0 10 9 4 2
PERCENTAGE 0 40 36 16 8

Inference:

40% respondents rated top up recharge as Satisfied,

36% respondents rated top up recharge as Neutral,

16% respondents rated top up recharge as Dissatisfied and

8% respondents rated top up recharge as Very Dissatisfied.

Hence we can conclude that maximum respondent have rated top up recharge as Satisfied.

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10(4). How much satisfied you are with the?

(4) NETWORK

TABLE 10(4)

SLNo Ratings No of respondents Percentage

1 Very Satisfied 6 24

2 Satisfied 5 20

3 Neutral 7 28

4 Dissatisfied 5 20

5 Very dissatisfied 2 8

TOTAL 25 100

30
25
20
15
10 NO OF RESPONDENTS
5
0 PERCENTAGE
Very satisfied Satisfied Neutral Dissatisfied Very
dissatisfied
1 2 3 4 5

Inference:

24% respondents rated network as Very satisfied,

20% respondents rated network as Satisfied,

28% respondents rated network as Neutral,

20% respondents rated network as Dissatisfied and

8% respondents rated network as Very Dissatisfied.

Hence we can conclude that maximum respondents rated network as Neutral.

10(5). How much satisfied you are with the?

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(5) CUSTOMER CARE SERVICE

TABLE 10(5)

SL NO Ratings No of Respondents Percentage

1 Very Satisfied 0 0
2 Satisfied 4 16

3 Neutral 6 24
4 Dissatisfied 11 44

5 Very dissatisfied 4 16

TOTAL 25 100

50
45
40
35
Axis Title

30
25
20
15
10
5
0
Very Very
Satisfied Neutral Dissatisfied
Satisfied Dissatisfied
1 2 3 4 5
NO OF RESPONDENTS 0 4 6 11 4
PERCENTAGE 0 16 24 44 16

Inference:

16% respondents rated customer care service as Satisfied,

24% respondents rated customer care service as Neutral,

44% respondents rated customer care service as Dissatisfied and

16% respondents rated customer care service as Very Dissatisfied.

Hence we can conclude that maximum respondents are dissatisfied with customer care.

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11. How do you rate Vodafone company services?

(i) Overall the quality of services provided by Vodafone

TABLE 11(i)

Sl No Ratings No of Respondents Percentage

1 Poor 0 0

2 Fair 3 33

3 Good 5 56

4 Very good 1 11

5 Excellent 0 0

TOTAL 9 100

60
50
40
Axis Title

30
20
10
0
Poor Fair Good Very good Excellent
1 2 3 4 5
NO OF RESPONDENTS 0 3 5 1 0
PERCENTAGE 0 33 56 11 0

Inference:

33% respondents rated Vodafone company as Fair,

56% respondents rated Vodafone company as Good,

11% respondents rated Vodafone company as Very Good.

Hence maximum respondents rated Vodafone company as Good.

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11. How do you rate Vodafone company services?

(ii) Overall value of the services compared with the price paid

TABLE 11(ii)

Sl no Ratings No of Respondents Percentage

1 Poor 2 22

2 Fair 4 45

3 Good 2 22

4 Very good 1 11

5 Excellent 0 0

TOTAL 9 100

50
45
40
35
Axis Title

30
25
20
15
10
5
0
Poor Fair Good Very good Excellent
1 2 3 4 5
NO .OF RESPONDENTS 2 4 2 1 0
PERCENTAGE 22 45 22 11 0

Inference:

22% respondents rated Vodafone company as Poor,

45% respondents rated Vodafone company as Fair,

22% respondents rated Vodafone company as Good,

11% respondents rated Vodafone company as Very Good.

Hence we can conclude that maximum respondents rated Vodafone company as good.

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12. Would you recommend other people to use Vodafone services?

TABLE 12

Sl No Recommend No of respondents Percentage

1 Yes 16 64

2 No 9 36

TOTAL 25 100

70
60
50
40
30 NO OF RESPONDENTS

20 PERCENTAGE

10
0
Yes No
1 2

Inference:

64% respondents recommend Vodafone service to other people and

36% respondents do not recommend Vodafone services.

Hence we can conclude that maximum respondents say that they would recommend Vodafone
services to others.

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13. What can the company do in the future to earn a good rating of 9 or 10?

TABLE 13

Sl No Rating No of Respondents Percentage

1 Progress in Roaming 2 8
facility
2 Cheap calls rates 9 36
3 Better Internet facility 8 32
4 Subscription for life 6 24
long plans
TOTAL 25 100

40
35
30
25
20
15 NO OF RESPONDENTS
10
PERCENTAGE
5
0
Progress in Cheap calls rates Better Internet Subscription for
Roaming facility facility life long plans
1 2 3 4

Inference: 8% respondents have rated progress in roaming as to earn a good rating,

36% respondents have rated cheap call rates as a to earn a good rating,

32% respondents have rated better internet facility as a to earn a good rating and

24% respondents have rated subscription for life long plan as a to earn a good rating
.

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SWOT analysis is a strategic planning method used to evaluate the Strengths, Weaknesses,
Opportunity and Threats involved in a project or in a business venture. It involves specifying
the objective of the project and identifying the internal and external factors that are favourable
and unfavourable to achieve the objective.

Research:

INTERNAL Strengths Weaknesses

1)Leadership position 1)Centralised control

2)Global brand strength 2)Low flexibility
3)High geographical 3)High consumer rates
reach

EXTERNAL Opportunities Threats

1)Expanding marketing 1)Increased competition

boundaries 2)Market saturation is
2)Growth through 3G low
and 4G 3)Emergencies of low
3)Strategic alliances cost brands

1. Most of the respondents of Vodafone prefer pre paid service than to post paid
2. Most of the respondents came to know about Vodafone through friends / relatives.
3. Nearly 50 percent of respondents are attracted towards Vodafone’s widest coverage
and the remaining 50 percent towards other features.
4. Most of the respondents need improvement in service
5. More respondents prefer common person as brand ambassador

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RECOMMENDATION: From this project I have come to know about various things and I
would like to recommend few things with which the company can improve its service towards
consumer satisfaction.

1. Customers want the company to take feedback regarding services and inform the about new
tariff plan charges
2. Vodafone should change pulse rate from 1 minute to 15 seconds
3. Customers want more improvement in service.
4. “Vodafone Cellular” should give more advertisement through Television and should place
more hoarding and billboards. Newspapers and should pace more hoarding and billboards.
5. Vodafone must make clear the conditions applicable with lifelong Incoming plan.
6. Vodafone should give extra talk time and reduce rental charges.
7. Call clarity should be improved.
8. Customers have suggested for customized recharge facility
9. Many customers have suggested of free SMS service and free outgoing calls.
10. The package design is not communicative and eye catching, so package designs and colour
has to blend harmoniously to make the package communicative.
11. Network should be expanded to rural areas also.
12. Vodafone must improve their personnel selling and direct contacting to provide customers
full knowledge about their products.

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 CONCLUSION:

The Indian telecom sector is a grooming sector and Vodafone is one of the major player in
Indian telecom sector. There is an ample opportunity to Vodafone to increase its market share
over its competitors like airtel, idea etc.. The future prospects of the company should be in
improving the services they provide to the customers and to increase its market share it can
introduce innovative services , plans , more personalised post paid plans, easy way to subscribe
of sim cards, opening more number of stores in rural areas. Improve their coverage in rural
areas and sub-urban areas. They can opt for different promotional strategies to attract more
customers . There is a need to put emphasis on customer relationship management and after
sale services also providing additional services to the premium customers and making services
available for them.

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I have taken the information from various sites and books. Here are some

1) MARKETING MANAGEMENT – 10th Edition- Philip Kotler

2) MARKETING RESEARCH- D.D. Sharma
3) PAMPHLET AND CATALOGUES OF THE COMPANY
4) WWW. Vodafone cellular. com

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 ANNEXURE-I

QUESTIONNAIRE FOR CUSTOMER’S SATISFACTION TOWARDS VODAFONE

1. If you own a cell, which service you’re using at present? [ ]

(a)Vodafone (b) Vodafone (c)Airtel (d)Reliance (e)TataDocomo

2. Which type of service do you use ? [ ]

(a)Prepaid (b)Post paid

3. What feature attract a Vodafone card purchase? [ ]

(a)Most friendly and affordable plans

(b)Best quality network
(c)Widest coverage AP
(d)Brand Loyalty

4. Suggest features you think that needs improvements? [ ]

(a)Service (b)Transparency in billing (c)Call clarity (d)Call drop facility

5. How often you have opt for mobile no. Portability service? [ ]

(a)Never (b)Once (c)Twice (d)Thrice (e)More than thrice

6. Have you ever contacted customer care? [ ]

a)Yes b)No

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7. If you contacted customer service has all problems been resolved to your complete
satisfaction? [ ]
(a)Yes by the company or its representatives
b)Yes by myself or someone outside the company
(c)No the problem was not resolved

8. Which sales promotion activity do you think would be more effective in grabbing more
market share?

(a) Extra talk time (b) Customized recharge facility [ ]

(c) Free incoming for more than one month
(d) Roaming Facility

9. Suggest which Brand Ambassador will effect sales promotion? [ ]

(a) Film star (b) Sports person

(c) Musician (d) Common people

10. How much satisfied are you? Tick the ones

Very Satisfied Neutral Dissatisfied Very

satisfied disatisfied
(i)With the
accuracy of
the service
(ii)with the
plans
1)Calling
rates
2)Internet
charges
3)Topup
recharge
4)Network

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 5)Customer
care

11. How do you rate the Vodafone company services overall? Tick the one.

Poor Fair Good Very good Excellent

(i)Overall the
quality of service
provided by
Vodafone
(ii)Overall value of
the service
compared with the
price paid.

12. Would you recommend other people to use the Vodafone services? [ ]

(a)Yes, definitely (b)No not at all

13. What can the company do in the future to earn a good rating of 9 or 10? [ ]

(a)Progress in Roaming facility

(b)Cheap call rates
(c) Better internet facility
(d) Subscription for lifelong plans

NAME:

AGE:

GENDER:

PHONE NUMBER:

SIGNATURE:

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