RESEARCH PROJECT REPORT

On the topic
“CUSTOMER SATISFACTION”
Submitted in partial fulfillment of the requirement for the award of
degree of
MASTER OF BUSINESS ADMINISTRATION
SESSION (2019-2021)

SUBMITTED BY:
Name: NABA IRSHAD
Class: MBA (4th Semester)
University Roll No.-1902720700053

GREATER NOIDA INSTITUTE OF TECHNOLOGY

(MBA Institute 272)
Greater Noida
Affiliated to
Dr. A.P.J. Abdul Kalam Technical University, Lucknow

20 JULY, 2021
 DECLARATION

This research project is my original work and has not been submitted for
examination to any other university.

Signed_________________ Date _______________

NABA IRSHAD

This research project has been submitted for examination with my approval as the
University Supervisor.

Signed_________________ Date _______________

PROF. VINOD KUMAR

SENIOR LECTURER
GREATER NOIDA INSTITUTE OF TECHNOLOGY
 DEDICATION

This study is dedicated to my family especially my mother and my father for their
constant encouragement and patience throughout my academic struggle and my Prof.
Ashutosh Singh for his continuous support.
 ACKNOWLEDGEMENTS

The completion of this study would have been impossible without the material and moral
support from various people. It is my obligation therefore to extend my gratitude to them.
First of all, I thank the Almighty God for giving me good health, and guiding me through
the entire course.

I am greatly indebted to PROF.VINOD KUMAR who was my supervisor for his

effective supervision, dedication, availability and professional advice. I extend my
gratitude to my lecturers who taught me in the MBA program, therefore enriching my
research with knowledge. GNIOT students, who were my respondents, deserve my
appreciation for their support and willingness for providing the required information
during my study. My appreciation finally goes to my classmates, with whom I weathered
through the storms, giving each other encouragement and for their positive criticism.
TABLE OF CONTENTS
1. INTRODUCTION
2. CUSTOMER SATISFACTION MEASUREMENT
3. METHODOLOGIES
4. IMPROVING CUSTOMER SATISFACTION:
5. CUSTOMER SATISFACTION SURVEYS
6. BENEFITS AND CHALLENGES
7. RESEARCH METHODOLOGY
8. METHODS OF RESEARCH
9. NEEDS OF THE STUDY
10. OBJECTIVES OF THE STUDY
11. LIMITATIONS OF THE STUDY
12. COMPANY PROFILE
13. PRODUCT PROFILE
14. MODE OF AWARENESS
15. BIBLIOGRAPHY
16. QUESTIONNAIRE
 1) INTRODUCTION

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. Some researchers
completely avoid “satisfaction” as a measurement objective because it is “too fuzzy an
idea to serve as a meaningful benchmark.”4 Instead, they focus on the customer’s entire
experience with an organization or service contact and the detailed assessment of that
experience.

For example, reporting methods developed for health care patient surveys often ask
customers to rate their providers and experiences in response to detailed questions such
as,
“How well did your physicians keep you informed?” These surveys provide “actionable”
data that reveal obvious steps for improvement. Customer satisfaction is a highly
personal assessment that is greatly influenced by individual expectations.
Some definitions are based on the observation that customer satisfaction or dissatisfaction
results from either the confirmation or disconfirmation of individual expectations
regarding a service or product. 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 business term,
is a measure of how products and services supplied by a company meet or surpass
customer expectations. 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. If preference matches expectations, the customer
is satisfied. If preference is exceeding expectation, the customer is highly satisfied or
delighted outstanding marketing insurance companies go out of their way to keep their
customer satisfied. Satisfied customers make repeat purchases of insurance products and
tell others about their good experiences with the product. The key is to match customer
expectations with company performance. Smart insurance company’s aim to delight
customers by promising only what they can deliver, then delivering more than the
promise. Consumers usually face a broad array of products and services that might satisfy
a given need. How do they choose among these many marketing makers' offers?
Consumers make choices based on their perception of the value and satisfaction that
various products and services deliver.

Customer value is the difference between the values the customer gains from owning and
using a product and the costs of obtaining the product's customers from expectations
about the value of various marketing offers and buying accordingly. How do buyers meet
their expectations? Customer expectations are based on past buying experiences, the
opinion of friends and marketer and competitor information and promises.

Customer satisfaction with a purchase depends on how well the product’s performance
lives up to the customers’ expectations. Customer satisfaction is a key influence on future
buying behavior. Satisfied customers buy again and tell others about their good
experiences dies-satisfied customers of ten switches to competitors and disparage the
products to others. An insurance provider opens only to active duty, retired and
separated military members and their immediate families and therefore not included in
the rankings, achieved a satisfaction ranking equal to that any insurance company.

In general, customer satisfaction with auto insurance providers decreased significantly,

with 20 of the 21 companies surveyed decreasing in satisfaction from the previous year.
Insurance is the only carrier that did not experience a decline in satisfaction. Though
consumers report their insurance carriers are resolving their claims and problems faster.
Businesses survive because they have customers who are willing to buy their products or
services. However, many businesses fail to “check in” with their customers to determine
whether they are happy or not and what it will make to make or keep them happy.

According to U.S consumers’ affairs department, it costs five times more to gain a new
customer than to retain an existing one. Other studies have repeated that with just a five
percent increase in Customer retention’s a firm can raise its profitability customers spend
salary at first, but with succeeding years of good experience, they will spend increasingly
more.

Depending on the industry and the nature of the bad experience, dissatisfied customers
will complain to 10 to 20 friends and acquaintances, which is three times more than those
with good experiences are. Hence, the negative information is influential, and consumers
generally place significant weight on it when making a decision. If that is not the reason
enough, fierce competitor is needed more and more to differentiate firms from one
another. With technology available to virtually every one today, the traditional features
and cost advantages are no longer relevant. Still product and service quality provide an
enormous opportunity to distinguish a firm from the rest. The Japanese have recognized
this and have though us to expect quality. Today’s consumers do, and they know more
about products and services than they ever did.

Customers are the best source of information. Whether to improve an existing product or
service or whether firms are planning to launch something new. There is no substitution
for “getting it from horse’s mouth” When you talk to your customer directly, to increase
your odds for achieving success you “mistake- proof” your decisions and work on what
really matters. When you routinely ask the customers for feedback and involve them in
business, they, in turn, become committed to the success of your business.

2) Customer Satisfaction Measurement:

A basic and effective base line customer satisfaction survey program should focus on
measuring customer perceptions of how will the company delivers on the critical success
factors and dimensions of the business as defined by the customers:
For example:
1. Service Promptness
2. Courtesy of Staff
3. Responsiveness
4. Understanding the customer problem, etc.
The findings of the company performance should be analyzed both with all customers
and by key segments of the customer population. The essential starting point for
Customer Satisfaction Measurement (CMS) is exploratory research. Since satisfaction is
about an organization’s ability. To meet customer requirement, one has to start by
clarifying with customers exactly what those requirements are. This is done through
exploratory research using focus groups or one to one depth interviews.
Two main factors determine the accuracy of CMS. The first is the asking the right
question and the second is the asking them to the right people sample of customers which
accurately reflects the customer base.
Three things decide the accuracy of a sample. They are:
1. It must be representative.
2. It must be randomly selected.
3. It must be adequate enough.

Measuring customer satisfaction

Organizations need to retain existing customers while targeting non-customers.

Measuring customer satisfaction provides an indication of how successful the
organization is at providing products and/or services to the marketplace.

Customer satisfaction is an abstract concept and the actual manifestation of the state of
satisfaction will vary from person to person and product/service to product/service. The
state of satisfaction depends on a number of both psychological and physical variables
which correlate with satisfaction behaviors such as return and recommend rate. The level
of satisfaction can also vary depending on other factors the customer, such as other
products against which the customer can compare the organization's products.

Work done by Parasuraman, Zeithaml and Berry (Leonard L) between 1985 and 1988
delivered SERVQUAL which 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 researcher
with a satisfaction "gap" which is semi-quantitative in nature. Cronin and Taylor
extended the disconfirmation theory by combining the "gap" described by Parasuraman,
Zenithal and Berry as two different measures (perception and expectation) into a single
measurement of performance relative to expectation.

The usual measures of customer satisfaction involve a survey with a set of statements
using a Linker Technique or scale. The customer is asked to evaluate each statement in
terms of their perception and expectation of performance of the service being measured.

3) Methodologies:

American Customer Satisfaction Index (ACSI) is a scientific standard of customer

satisfaction. Academic research has shown that the national ACSI score is a strong
predictor of Gross Domestic Product (GDP) growth, and an even stronger predictor of
Personal Consumption Expenditure (PCE) growth. On the microeconomic level, research
has shown that ACSI data predicts stock market performance, both for market indices and
for individually traded companies. Increasing ACSI scores has been shown to predict
loyalty, word-of-mouth recommendations, and purchase behavior. The ACSI measures
customer satisfaction annually for more than 200 companies in 43 industries and 10
economic sectors.

In addition to quarterly reports, the ACSI methodology can be applied to private sector
companies and government agencies in order to improve loyalty and purchase intent.
Two companies have been licensed to apply the methodology of the ACSI for both the
private and public sector: CFI Group, Inc. applies the methodology of the ACSI offline,
and Foresee Results applies the ACSI to websites and other online initiatives. ASCI
scores have also been calculated by independent researchers, for example, for the mobile
phones sector, higher education, and electronic mail.

The Kano model is a theory of product development and customer satisfaction developed
in the 1980s by Professor Noriaki Kano that classifies customer preferences into five
categories: Attractive, One-Dimensional, Must- Be, Indifferent, Reverse. The Kano
model offers some insight into the product attributes which are perceived to be important
to customers. Kano also produced a methodology for mapping consumer responses to
questionnaires onto his model. SERVQUAL or RATER is a service-quality framework
that has been incorporated into customer-satisfaction surveys (e.g., the revised
Norwegian Customer Satisfaction Barometer) to indicate the gap between customer
expectations and experience.

J.D. Power and Associates provides another measure of customer satisfaction, known for
its top-box approach and automotive industry rankings. J.D. Power and Associates'
marketing research consists primarily of consumer surveys and is publicly known for the
value of its product awards.

Other research and consulting firms have customer satisfaction solutions as well. These
include A.T. Kearney's Customer Satisfaction Audit process, which incorporates the
Stages of Excellence framework and which helps define a company’s status against eight
critically identified dimensions. For Business to Business (B2B) surveys there is the Info
Quest box. This has been used internationally since 1989 on more than 110,000 surveys
(Nov '09) with an average response rate of 72.74%. The box is targeted at "the most
important" customers and avoids the need for a blanket survey.

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.

❑ Benefits and Challenges:

Surveys allow an organization to quickly capture vital information with relatively little
expense and effort. A primary advantage of this method is its directness: “the purpose is
clear and the responses straightforward.” Additionally, the information gathered by
surveys can easily be analyzed and used to identify trends over time. The public views
consumer product polls and pollsters in a generally positive manner compared to political
and other polls. One study found that at least sixty percent of the public feels that market
research about products and services has a positive impact on society. Seventy percent
consider the people who conduct such surveys to have positive impacts on society.
A major disadvantage of customer surveys is that the responses may be influenced by the
measurement itself through various forms of bias. For example, most surveys are
voluntary, and some researchers have found differences between survey respondents and
non-respondents. People who respond to surveys answer questions differently than those
who do not respond, and late responders answer differently than early responders.
 RESEARCH METHODOLOGY

❑ 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 universe4. A small representative
sample may serve the purpose. A sample means a small group taken in a large 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 is 100.

❑ METHOD OF SAMPLING

→ Random sample method:

The method adopted here is random sampling method. A Random sample is one where
each item in th3e universe has as an equal chance of known opportunity of being
selected.
 → Research Instrument:
a) Questionnaire:
A questionnaire is a carefully complied logical sequence of questr5ions 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.

b) 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.

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

THOSE ARE:

● 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.

● 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, pamphlet
catalogues and the website.
 NEED FOR THE STUDY

Customer satisfaction survey is a systematic process for collecting consumer data,

analyzing this data to make it into actionable information, driving the results throughout
an organization and implementing satisfaction survey is a management information
system that continuously captures the voice of the customer through the assessment of
performance from the customers’ point of view.

OBJECTIVES OF STUDY

The setting of objectives 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:
1. The objectives of the research are:

2. To find out which sales promotion tools will increase the sales

3. To find out how brand ambassadors can influence sales promotion.

4. To find out the market share of “vodafone idea”

5. To know the features that attract the customer to subscribe to Vodafone idea.

6. To know the level of satisfaction of customers towards “Vodafone idea Services

Limitations of the study

⮚ Time factor was the main limitation for the study as the project was restricted to a
small period.

⮚ The research was limited only to the Hyderabad city so the result can’t be
generalized to the whole market.
⮚ The sample taken for research was concerned only for 100 customers rather than
millions of customers scattered around the world.
⮚ Since the project has to be completed within a short period of time the information
collected could be biased.
⮚ Some of the premium segments could not be met due to time lack and by not
obtaining prior appointments due to tight schedules of the respondents.

COMPANY PROFILE

Vodafone idea, called Birla Tata AT&T before being renamed in May 2002, is India’s
leading cellular services provider. It was set up in January 2001 following the merger of
Tata Cellular and Birla AT&T Communication. In February 2001, Vodafone idea
acquired RPG Cellcom, which is now called BTA Cellcom and has operations in Madhya
Pradesh and Chhattisgarh.
The Vodafone idea footprint currently covers five circles: Maharashtra, Gujarat, Andhra
Pradesh, Madhya Pradesh (including Chhattisgarh) and New Delhi. Its services span the
entire cellular value chain from voice to text. During 2001-2002, Vodafone idea was
India’s fastest growing cellular operator, registering an annual growth rate of 135 per
cent. Thanks to the frontline technology – from Nokia and Ericsson – at its customer’s
extensive coverage, quality service and minimal congestion levels. Currently it has an
approximate subscriber base of 1.25 million, which amounts to 26.2 per cent in its five
circles of operation (and 10.7 percent of the all –India total). Idea also enjoys market
leadership in two of its circles of operation, Maharashtra and Goa, and Andhra Pradesh.

IDEA COVERAGE:

Idea gives you coverage like no other mobile service can. Covering 23 Districts and 152
towns in Andhra Pradesh and with a unique concept called ‘the corridor connectivity’,
Idea promises you the widest reach with the deepest penetration. Corridor connectivity
provides highway coverage by way of the Costa corridor between Sangareddy (via
Hyderabad) and Vijayawada, the Krishna Corridor between Vijayawada and Tirupati, the
Rayalaseema corridor between Hyderabad and Hindupur and the kakatiya corridor
between Hyderabad and Mancherial (via Warangal). Besides, we assure first time
connection, no call drops enho-free speech, better voice clarity and no congestion of
cellular traffic. Lastly, with a base of over 100 franchisees in the state dedicated to
customer care and interaction, it’s no wonder that service offered by Idea in like no other.

Latest developments in vodafone idea:

● In June 2007 Vodafone idea acquired Escotel Mobile Communications and Escorts
Telecommunications and now it has footprint across 11 telecom circles.

● Idea will invest Rs.1, 200 crores for network and capacity expansion to achieve 100
percent growth this fiscal.

● Singapore Technologies Telemedia Pte (STT) and Telecom Malaysia Bhd have
jointly bought AT&T’s entire 33.3 per cent stake in Vodafone idea.

● Idea has launched Enhanced Data for GSM Evolution (EDGE) services’, offering
higher Internet connection speed, quick downloads and other multimedia services on
mobiles. This next generation service is launched only for Delhi and NCR
subscribers (both prepaid and post- paid) initially.
PRODUCT PROFILE:

Vodafone idea offers a wide range of cellular services and products. Its post paid and
prepaid services are supported by a variety of package plain to suit the needs of different
customers. The company also offers a variety of value- added services. These are:

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

Voice courier:
Idea 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 Idea mobile (using the SMS feature). Idea’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.

SMS in nine vernacular languages:

Hindi, Guajarati, Marathi, Bengali , Telugu , Tamil , Malayalam, Kannada and Punjabi,
in addition to English.

MMS/GPRS:
Idea 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 Idea mobile. Another
outstanding application on GPRS is Multimedia Messaging service (MMS). Idea 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, Idea 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.

IDEA ROAMING:
The world is indeed becoming a smaller place; thanks to globalization and free
economies and people’s increasing love of travelling. And thank to God for cellular
telephony’s greatest boon: ROAMING. Be it your next town supplier of your across-the-
state sales force; wish to breakfast over with a Singapore dealer or just enjoy London’s
fall with your cousins; IDEA’S roaming services take care of all your “communication on
the move” needs. After all Idea understands your need to ALWAYS FEEL AT HOME,
no matter where you are. So, ROAM with Idea. Friendly National International Your
smile is worth it.

Friendly Roaming:
Idea offers you a very lucrative assortment of: friendly states” where you can roam and
use our cellular services in the following cities covered for your interests:1) Maharashtra-
Goa 2) Gujarat 3) Madhya Pradesh- Chhattisgarh Thus, with Idea Friendly Roaming, you
can receive and make calls within any of the above visited network region as well’
though the latter will be charged standard STD rates. In case you visit a particular
network outside Home network, and wish to call up a third none Home network region,
you would be able to do so only if you have subscribed to STD feature by paying the
necessary STD deposit, as applicable in your Home network subscription charges. E.g. as
a 9848003689 subscriber, you have your home network as Andhra Pradesh. You will be
able to make and receive calls on this Home Vodafone idea number while roaming in
Maharashtra- Goa, Madhya Pradesh – Chhattisgarh and Gujarat. If you travel to Madhya
Pradesh you can call Madhya Pradesh and Andhra Pradesh only, without having
subscribed to STD facility at home. IN case you wish to call up Bangalore or Chennai or
anywhere else in India while roaming in Madhya Pradesh, you need to opt for the STD
facility.

South roaming:
Idea goes one step ahead and brings to you South Roam, the roaming facility that enables
you to roam in Chennai, Karnataka, Kerala and Tamil Nadu. So stay connected in all
southern states without even having to subscribe for the STD facility. This unique
roaming facility is being offered in association with RPG – Chennai, Spice – Karnataka,
BPL –Kerala and BPL – Tamil Nadu.

National Roaming:
Country road . . . take me home, to the place I belong . . . thus sang John Denver in one of
his famous songs “Country Road”. And Idea takes it upon itself to ensure that our
country’s scattered geographies never fail to catch our network coverage, so wherever
you travel in India, an Idea network is always within reach.

World Roam:
With Idea 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.

Call Management Services:

What is technology without a bit of spice? That’s precisely why Idea thinks it right to
bring to you a nice little consortium of features .Which really make cellular life so
comfortable? Ranging from Caller Line Identity Presentation which lets the caller’s
number to be displayed on your receiver, to Call Waiting-Call Hold which allows you to
put a call on hold while you are already speaking on one a toggle between the two; Idea
takes so much effort to reinvent and keep your cell phone constantly endowed with such
valuable features. The list also includes call Divert, Call Barring, Caller Line Identity
Restriction and Call Conferencing, all designed to manage our calling ways better.

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
a 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 Idea network.

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 Idea subscribers. Idea offers an array of services that help you manage
your calls better. From caller Identification to Call Waiting, from Call Divert to Call
Conference, Idea 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 Idea ‘n’ U showroom.
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

IDEA CHITCHAT: REGISTRATION & ACTIVATION PROCESS

● Application form along with ID proof to be forwarded to Vodafone idea

● On receipt of the same SIM would be activated.

● The customer has to make / receive a charged call to get registered in our
network

Entry level cost : Total: Rs.99

Any Processing : Rs. 149 per month assuming 1 recharge coupon of Rs.
324 / month (with Rs. 151 talk & Rs. 149 processing fee)

Monthly free call : Nil

Allowances Duration of plan : Ongoing

Any taxes, in : 10.2% service tax & any other taxes levied by addition to the
above govt.

FEATURES OF IDEA CHITCHAT SERVICE

Features Charges

Entry Price: Starter Pack RS.50/-+ RS. 100/- Talk time +

Validity: life long
Billing pulse 60 seconds

Caller Line Identification Free

All Incoming Zero

Outgoing Calls (Rs./min)

Local Rs. 60 seconds

To Cellular Rs. 60 seconds

To Fixed/WLL Rs. 1.minute

STD

To Fixed / WLL (STD) 51-200 Rs. 1.75/minute

To Fixed /WLL (STD) 200-500 Rs. 1.75/ minute

To Fixed / WLL (STD) >500 Kms Rs. 2.75/ minute

To Cellular Rs. 1/ minute

ISD
U.S.A, CANADA, AUSTRALIA, U.K, Rs. 10.25/min
SAARC

GULF AND REST OF THE

WORLD

SMS Charges

Incoming Free

O/G Mobile to Mobile: National & Re.1.ps Outgoing Message

Home location

O/G Mobile to Applications Re. 1.00/- Outgoing Message

International SMS: Outgoing (Global) Re. 1.00/- Outgoing Message

National Roam

Rental Nil

Outgoing airtime Rs. 1.00/- + Operator Charge+ 15%

Surcharge

SMS – O/g Rs. 1 ps/-

International Auto Roam

Rental Nil

Int Roam-l/C Rs.50/-

Int Roam-O / g No Access

Int Roam SMS-O/g No Access

SIM CHG 16K Rs.100/-

 How to remote re-charge:

There are two ways you can recharge.

1) From Mobile
● Dial 2222
● Choose the language – For English 1; Hindi 2; Telugu 3
● Choose the potion – Balance 1; Recharge 2; Pin number change 3;
Subscription Expiry 4
● Choose the option 2
● System asks for Voucher Number
● Enter the 13 digit PIN Code printed in the Recharge Coupon
● The system reconfirms the PIN Code entered

2) From Landline
● Dial 9848102222
● Enter the mobile number as per system request
● The system will prompt for PIN number
● System asks for Voucher Number
● Enter the 13 digit PIN Code printed in the Recharge Coupon
● The system reconfirms the PIN Code entered

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 “IDEA Chitchat” Brand at our outlets. Under this type of
subscription, you can pay 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 r enew your coupon. You will be given grace period beyond this time limit to
recharge your account, If the account is not recharged within the grace period, the prepaid
subscription is permanently deactivated and the balance, if any, is forfeited. Once the
grace period is expired, the prepaid subscription gets permanently deactivated. In this
case, you will need to buy a new prepaid card and gets a new cellular number as the old
number can no longer be allotted.

Prepaid Recharge Coupons:

MRP Value (Rs.) Talk time (Rs.) Validity

10 6.00 0 Days

20 14.25 0 Days

30 24.50 0 Days

50 45.00 Life long

111 111 Life long

222 222 Life long

333 333 Life long

555 555 Life long

1000 1000 Life long

Outgoing rates:
Local: Idea to Idea : 30p/min
Idea to other mobile : 60p/min
Land line : Rs 1.00/min
STD : Rs. 1.00/min
ISD :USA, CANADA, EUROPE, SAARC, AUSTRALIA: Rs. 11.00/min
GULF AND REST OF THE WORLD: Rs. 14.00/min

SMS
A.P: 1paiesa
Outside A.P: 60paiesa
International: Rs. 1.00

Lifelong Validity Recharge Voucher:

MRP: Rs.50/-

Talk Time: Rs.50/-

Validity: Unlimited

Tariff on recharge: Local

M2M/M2L calls : 60.00 paiesa

STD calls : Rs. 1.00 / min

SMS charges : Rs. 1/2/5 for Local/ National/ International

Respectively.
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 idea.
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 otter ID, driving license , passport or voter’s card PAN or GIR. In
case you aren’t able to provide either, you will be required to sign on From 60. 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.

Post-paid Charges:

Name of the plan SME149 SME199 SME249 MAGIC 349

Monthly Rental Re.149 Re.199 Re.249 349

Free Talktime/SMS NIL 100 600 1000

Local/National Local Mobile Local Mobile Mins free

Mins free Mins free
200
100 200
Local SMS free
 Local/National Local SMS free
SMS free

CUG Free Free CUG CUG

Top of Re.49 for Top of Re.49 for CUG

CUG Free Free
Local

Idea-Idea 50p 50p 40p 30p

Idea to 50p 50p 40p 30p
Local Mobile

Idea to Landline 50p 50p Re.1 Re.1

STD

To Idea 75p 50p 1.00 0.75

To other mobile 75p 50p 1.00 1.00

To Landline 75p 50p 1.00 1.00

ISD Standard Standard Standard Standard

National Roaming
Tariff
Local Idea Outgoing Re.1 Re.1 Re.1 Re.1

Local Other Re.1 Re.1 Re.1 Re.1

Outgoing

STD Idea Outgoing Rs.1.5 Rs.1.5 Rs.1.5 Rs.1.5

STD other outgoing Rs.1.5 Rs.1.5 Rs.1.5 Rs.1.5

All Incoming Re.1 Re.1 Re.1 Re.1

Local 50p 50p 50p 50p

National 50p 50p 50p 50p

ISD Re.5 Re.5 Re.5 Re.5

Bill Payment
Idea gives you the convenient option of making your bill payment either by cash, local
cheque/DD/PO/Internet or Credit Card. Payment should be made in favour of Vodafone
idea Ltd. To ensure quick and easy processing of your payments, please write your
account/cellular number on the reverse of the cheque /DD/PO and submit the same along
with the remittance slip. Please don’t use drop boxes cash payments.
 Industry profile

Cellular Industry:

The technology that gives a person the power to communicate anytime has spawned an
entire industry in mobile Telecommunication. Mobile telephones have become an
integral part of growth, success and efficiency of any business or economy. The most
prevalent wireless technology in the world today, is GSM. The DSM ASSOCIATION
(Global System for Mobile Communication) was instituted in 1987 to promote and
expedite the adoption, development, deployment and evolution of the GSM standard for
digital wireless communication. The association was formed as a result of a European
community agreement on the need to adopt common standard suitable for cross border
European mobile communications. Starting off primarily as it was then called soon came
to represent the global system for mobile communications as it achieved the status of a
worldwide standard
The GSM membership has grown exponentially since 1992. The membership now
extends to 501 members from over 161 countries. The 373 GSM networks worldwide
now service over 369.9 million customers. The world’s satellite operators have also
joined the GSM community, which further adds to its strength and also its impact on
world markets. GSM today, the world’s leading digital standard accounts for 68.5% of
the global digital wireless markets.

An Overview of Cellular Industry in India:

The government of India recognizes that the provision of a world-class

telecommunications infrastructure and information is the key to rapid economic and
social development of country. It is the critical not only for the development of the
information technology, but also has wide spread ramifications on the entire economy of
the country. It is also anticipated that going forward, a major part of GDP of the country
would be contributed by this sector. Accordingly, it is of vital importance to the country
that there be a comprehensive and forward looking telecommunications policy that
creates an enabling frame work for development of this industry.
The Indian government when considered the introduction of cellular services in to the
country made a land mark decision to the Introduce the GSM standard, leapfrogging
obsolete technologies. Although cellular licenses were made technology neutral in
September 1999, all the private operators are offering only GSM services. The first metro
cellular network started operating inn August 1995 in Calcutta. The industry already has
42 networks, covering more than 600 towns and 7 cities and several thousand villages
and servicing more than 3 million subscribers all over the country.
Cellular telephony is still growing at a rate 50% annually in even the developed nations,
with technology up gradation. Cellular services are mow becoming popular in India.
Telecom density is only 2per 100, which is less than that of china (4.5per 100) and the
world average (10 per 100). Cellular penetration is currently low at 0.1% compared to
china (1.1%) and Malaysia (2%) To improve penetration will simply an investment of
over RS 600 billion in the next 5 years. By the year 2000, the industry had already
Invested in excess of Rs.150 billion and it is estimated that the financial commitment of
the industry over the next 5years till 2005 will be approximately Rs. 200billon. As per the
growth trends, COAI envisages a subscriber base of 50 million by 2005.

Contribution of the cellular industry:

Employment generation: it is estimated that the total employment generated by the

cellular industry is to the tune of 50,000 of which the majority will be professionally
quailed people. With the envisaged continuo growth of cellular networks, employment
opportunities will grow in continuo proportions.

Growth in GDP: A World Bank report has drawn a direct relationship, between growth in
tale industry and its impact on economic growth. The report states that for every 1-%
increase in Tele-density, there is a 3% increase in the growth of GDP.
Increased FDI Flow: The telecom sector attracts the largest foreign direct investment in
the country, with FDI inflow of RS.300 billion, accounting for almost one-fifth of FDI
approvals since 1991. Of this the bulk of the investment has flowed into the basic and
cellular sectors with the actual FDI into cellular service equals to 50% of the total inflows
into tee telecom.
Heavy investment in infra structure: This sector is responsible for the single largest chunk
of investment by any individual industry – with an actual investment of RS.150 billon till
the year 2005 for the revenue generation for the government of India. The cumulative
revenues that have already flowed to the government of India through license fee and
non- license fee sources by year 2000 are already in the region of RS.85 billion.

Latest developments in the Telecom sector:

In India telecom industry has gathered enough momentum in the past 5 years due to the
entrance of the private players in the telecom sector. There are loud noises in the telecom
sector. Obviously each operator shouted loudly when TRAI started unifying the access
licenses. But gradually, they settled down and the transition led to an explosive growth of
the sector. There will be even more growth when total unification takes place. TRAI is
desperately working hard to bring in this transition.
Given this back ground, the citation of the Asia Pacific’s Best regulator award 2004’ for
TRAI is really encouraging. It reads: “Telecom Regulatory Authority of India (TRAI)
receives the Asia Pacific Regulator of the year award for its unprecedented decision to
allow for unified licenses for telecom services in India ending finally the uncertain
environment in which the telecom operators of India were working. The Indian telecom
industry has been subjected to certain degree of regulatory confusion from the time [the]
industry was liberalized initially led by concerns of independence of regulatory authority
from the incumbent player. The situation was not helped by near astronomical figures
quoted as bids by potential cellular and fixed licensees in the first round of liberalization
of the entry of WLL based players complicated the already complex issues in the
industry.
BY allowing for [an] unified licensing regime under which both basic and cellular
operators are to be allowed to offer either type of service without the formality of
acquiring a separate license has allowed the optimism back in the industry and favourable
to foreign investors. The decision would allow the Indian Industry to grow appreciably
over the next few years and make telecom services available to a wide spectrum of the
population in the country.”
Tariffs did come down for consumers. Just a few years ago, mobile tariffs used to be
RS.16 a minute at both ends. Today’s regime of “calling Party Pays”, convergence, and
the falling trends of tariffs have lowered the effective charge to users, to below Re 1.00
per minute; (the effective charge takes into account outgoing as well as incoming
minutes). This declining trend, and the sector’s consequential growth, is clearly
demonstrated by the accompanying graph.
Sales promotion:

Sales promotion consists of a diverse collection of incentive tools, mostly short term,
designed to stimulate quicker or greater purchase of particular products or services by
consumers or the trade .Sales promotion is a key ingredient in marketing campaigns.
Whereas advertising offers a reason to buy, sales promotion offers an incentive to buy.
Sales promotion includes tools for consumer promotion- samples, coupons, cash refund
offers, price offs, premiums, prices, point - of- purchase displays and demonstration;
Trade promotion – prices off, advertising and display allowances, and free goods; and
business and sales for promotion – trade shows and conventions, contests for sales reps
and specialty advertising.

Factors that contribute to the rapid growth of sales promotion:

Internal Factors:

Promotion is now more accepted by top management as an effective sales tool; more
product managers are under great pressure to increase current sales.

External Factors:

The number of brands as increased; competitors use promotions frequently, many brands
are seen as similar: consumers are more price-oriented; the trade has demanded more
deals from manufactures; and advertising efficiency has declined because of raising costs,
media clutter and legal restraints.
● Communication: They gain attention and usually provide information that may
lead the consumer to the product.

● Incentive: They incorporate some concession, inducement or contribution that

gives value to the consumer. Incentive-type promotions are given to attract new tiers,
to reward loyal customers and to increase the repurchase rates of occasional users.

● Invitation: They include a distinct invitation to engage in the transaction now.

Companies use sales promotion tools to draw a stronger and quicker buyer response.
Sales promotion can be used for short- run effects such as to dramatize product offers
and boost sagging sales.

Major decisions in sales promotion:

In using sales promotion the following decisions are to be taken:

⮚ Establish objectives
⮚ Select the sales promotion tools
⮚ Develop the program
⮚ Pre-test the program
⮚ Implement and control the program
⮚ Evaluate the results
Impact of Brand Endorsement on promotion

Research on image built through endorsement of celebrities show that there are three
aspects that influence a consumer’s attitude of a brand.

These are:
⮚ Attractiveness
⮚ Trustworthiness
⮚ Expertise

Examples of how some celebrities in India have been use in advertising in India have
been used in advertising to enhance brand image are listed below.
A film actress like Madurai Dixit is a credible source of information for soap. Khaitan,
the owner of the brand himself assures 100% reliability of the brand in the advertisement
thus making the information dependable. The Uprightness of Seshan makes him credible
when he recommends a frozen vegetable brand claiming that if you are a vegetarian you
need not be “soft.” Nanina Bolsover, well-known beautician can credibly advertise for
sun silk and Tendulkar for Rocker.

Aspects of Brand Image Celebrity Product

Attractiveness Elegant Renuka Sahni Whisper Lux
Madurai Dixit
Beautiful “ Asian
Pataudi
Classy Paints” Royale
Trustworthiness Dependable Khaitan Khaitan Fan
Honey Seshan T.N Frozen Vegetable
Boost
Reliable Kapil Dev
Expertise Knowledge Sachin Tendulkar Rockers Shoes
Naina Balsavar Shampoo Bazooka
 Qualified Amjad Ali Khan
Skilled

“What is Neff to one person can be cult to someone else. The key is making sure an
advert or endorsement hits the right note with the people you are looking to retain or
convert into customers.”

● Celebrity endorsements help garner saliency, connectivity, brand differentiation and

brand values. For Nerolac one of the biggest takeaways from the advert with
Amitabh Bachchan was saliency. He cut across all class, caste barriers because of his
cult status and his attention getting value.
● Celebrities can increase consumer’s awareness of the advertisement, capture their
attention and make adverts more memorable
● Heroes, authors, entertainers, and athletes; almost everybody seems to have been a
part of this tradition. In more ways than one, a celebrity is the product of information
age. Celebrities may be manufactured, but they do meet a psychological need.
● Using a celebrity in advertising is therefore likely to positively affect consumers’
brand attitudes and purchase intentions.
● They help in raising awareness of not only you’re your ad campaign but also help in
profiling your organization to larger audiences and get media coverage.
● Not only that, but they help in repositioning the organization in the public perception
and bolster a long running campaign.
● Celebrities are known to be fine spokespersons and great tools for marketing because
they provide a “set of characteristics”

That supports consumers in evaluating the presented brand. In contrast to anonymous

endorsers, celebrities add value to the image transfer process by offering meanings of
extra depth and power.
MAKE WAY FOR AN IDEA. IT WILL CHANGE YOUR LIFE.

Born of Intelligence bred on convenience that’s Idea Chit Chat for you. Our prepaid
cellular service delivers superior calling and value added capabilities. On the strength of
our state-of-the-art INTELLIGENT SYSTEM. And when it comes to you from the world
leader in telecommunications, rest assured; IDEA will change your life. The Idea Chit
Chat is a rechargeable SIM card easily available across a host of dealer and retail outlets
all over your city. The STARTER PACK includes the SIM and “complimentary” airtime
with a limited expire period, before which you will need to “top up” your Chit Chat
account with “sufficient talk time value” by buying RECHARGE VOUCHERS of
variable denominations and RECHARGING them on your SIM card account.
All Idea Chit Chat cards are equipped with formidable features like short Message
Services (SMS), National Roaming, Caller Line Identification Presentation (CLIP) and
Long Distance (STD) as well as International Calling (ISD). To sound sweeter Idea Chit
Chat doesn’t come with any hassles of bills, payment due dates, late payment charges,
rental or deposits. Instead it sets you free with instant balance enquiry, round- the- clock
recharge facility, on-line recharging system and a 24 hours; 365 days Customer Care
Service.
1: The mobile service subscribed by the respondents

Table 1:

Sl. no Mobile service No. of respondents Percentage

1 Idea 35 35

2 Airtel 15 15

3 Vodafone 15 15

4 Reliance 10 10

5 Cell one 10 10

6 Tata docomo 15 15

Total 100 100

 40
35
30
25
20
15
10 Series1
5 Series2
0

Figure 1- Mobile service subscribed by the respondents

Inference: 39% respondents of Idea, 16% respondents of Airtel,16% respondents of

Vodafone.9% respondents of Reliance, 20% respondents of Cell From this we come to
know that largest segment of respondents are of idea then comes Cell one, Airtel and
Vodafone.
2: The cellular subscribers preferring the type of service

Table 2:

Sl. no Type of service No. of respondents Percentage

1 Pre-Paid 29 29

2 Post Paid 71 71

Total 100 100

80

70

60

50

Pre Paid
40
Post Paid
30

20

10

0
No. of respondents Percentage

Figure 2-Cellular subscribers preferring the Type of service

Inference:
29% respondents of Idea are using pre-paid
71% respondents of Idea are using post paid

From this we can conclude that most of the respondents of Idea prefer post-paid service
than to prepaid.

3: The prepaid respondents using the recharge coupon

Table 3

Sl. No Type of recharge No of Percentage

coupon
respondents

1 Rs.108 11 11

2 Rs.324 55 55

3 Rs.540 10 10

4 Rs.1080 15 15

5 Rs.3240 9 9

Total 100 100

 60

50

40

30
No of respondents
20
Percentage

10

Rs.108Rs.324Rs.540 Rs.1080 Rs.3240

Figure 3-Usage of Recharge coupons

Inference: 11% respondents prefer Rs. 108 recharge coupon, 55% respondents prefer
Rs.324 recharge coupon, 10% respondents prefer Rs.540 recharge coupon, 15%
respondents prefer Rs.1080 recharge coupon, 9% respondents prefer Rs. 3240 recharge
coupon.
From this we conclude that most of the respondents prefer the Rs. 324/- recharge coupon.
 MODE OF AWARENESS

4: Through which media respondents came to know about Idea.

Table 4

Sl. No Type of media No. of Percentage

respondents

1 Television 23 23

2 Print Media 23 23

3 Friends/Relatives 37 37

4 Hoardings 7 7

5 Other 10 10

Total 100 100

40
35
30
25
20
15
10 No. ofrespondents
5
0 Percentage
 Figure 4- Type of Media

Inference: 23% respondents came to know through television, 23% respondents came
to know through print media, 37% respondents came to know through friends / relatives,
7% respondents came to know through hoardings, 10%respondents came to know
through others.
From this it is clear that most of the respondents came to know about idea through friends
/ relatives.

5: The features that attract an Idea card purchase.

Table 5

Sl.no Features No of Percentage

respondents
 1 Most friendly & 7 18
affordable plans

2 Best quality network 12 31

3 Widest coverage in A.P 20 51

4 Brand loyalty 0 0

Total 39 100

60

50

40

30

20
No of respondents
10
Percentage

0
MostBest qualityWidestBrand
friendly &network coverage inloyalty affordableA.P
plans

Figure 5- Features that attract Idea card purchase

Inference: 18% respondents are attracted towards Idea’s most friendly &affordable plans.
31% respondents are attracted towards Idea’s best quality network.51% respondents are
attracted towards Idea’s widest coverage in A.P.1% respondents are attracted towards
Idea’s brand loyalty.

6: The features that need improvement.

Table 6

Sl. No Features No. of Percentage

respondents

1 Service 41 41

2 Transparency in 24 24
billing
3 Call clarity 20 20

4 Other 25 25

Total 100 100

 45
40
35
30
25
20
15
10
No. of
5
respondents
0
Percentage

Figure 6-Features need to Improve

Inference: 41% respondents say service need improvement.24% respondents say more
transparency in billing should maintained.20% respondents say call clarity need
improvement.25% respondents say other features need improvement.
From this we conclude that most of the respondents need improvement in service.
7: The sales promotion tools.

Table: 7

Sl. No Sales Promotional tool No. of Percentage

respondents

1 Extra talk time 38 38

2 Customized recharge 9 9
facility

3 Free incoming for 38 38

more than 1 month

4 Other 15 15

Total 100 100

 40
35
30
25
20
15
10
5 No. of
0 respondents
Percentage

Extra talk Customized FreeOther

Incoming for more than 1
Timerecharge
month
Facility

Figure 7-Sales Promotion tools

Inference: 38% respondents suggested for extra talk time.9% respondents suggested for
customized recharge facility.38% respondents suggested for free incoming for more than
1 month.15% respondents gave other suggestions for sales promotion.
From this we can say that respondents prefer extra talk time and free incoming for more
than 1 month as good sales promotional tools.
8: The Brand ambassador who can influence sales

Table 8:

Sl. No Brand Ambassador No. of Percentage

respondents

1 Film star 34 34

2 Sports person 46 46

3 Politician 3 3

4 Company CEO 17 17

Total 100 100

 50
45
40
35
30
25
20
No. of
15 Respondents
10 Percentage
5
0

Film starSportsPoliticianCompany
PersonCEO

Figure 8-Brand Ambassador

Inference: 34% respondents suggested for film star as brand ambassador.46%

respondents suggested for sports person as brand ambassador.3% respondents suggested
for politician as brand ambassador.17% respondents suggested for company CEO as
brand ambassador.
From this it is clear that more respondents prefer sports person to film state
9: The features that make vodafone idea the most preferred.

Table 9:

Sl. No Features No of Percentage

respondents
1 Widest coverage in AP 15 39
2 Brand loyalty 0 0
3 Most Economical and 11 29
friendly packages
4 Best quality and extensive 13 32
network

Total 39 100
 45
40
35
30
25
20
No ofrespondents
15
Percentage
10
5
0
WidestBrandMostBest quality
Coverage inloyaltyEconomicaland APand
friendly extensive
packagesnetwork

Figure 9-Features of Vodafone idea preferred

Inference: 39% respondents suggested for extra talk time.29% respondents suggested
for customized recharge facility.32% respondents suggested for free incoming for more
than 1 month.15% respondents gave other suggestions for sales promotion.
10: The ratings the respondents gave for “Vodafone idea” services.

Table 10

Sl. No Ratings No of respondents Percentage

1 Excellent 17 43
2 Good 12 35
3 Satisfactory 10 22
 4 Poor 0 0
Total 39 100

Inference:

43% respondents rated an excellent. 35% respondents rated as good.

22% respondents rated satisfactory.

Figure 10-Ratings of Vodafone idea Services

11: The opinions of respondents towards the Idea’s recently launched
recharge coupon of Rs.50/- Rs 100/-.

Table 11

Si. No Ratings No of Percentage

respondents

1 Excellent 9 18

2 Good 20 39

3 Satisfactory 16 36

4 Poor 3 7

Total 49 100
 Figure 11-Opinion of Respondents

Inference:18% respondents rated as excellent.39% respondents rated as good.36%

respondents rated as satisfactory.7% respondents rated as not exciting.
12: The opinions of the respondents regarding Lifelong incoming.

Table 12

Si .No Response No. of Percentage

Respondents

1 Yes 56 56
2 No 44 44

100 100

60

50

40

30
Yes
No
20

10

No. of Respondents Percentage

Figure 12-Opening regarding lifelong incoming

Inference:
55% respondents are ready to subscribe the lifelong plan
44% respondents do not want to subscribe because they make more outgoing call rates
less
13: The age group of the respondents

Table 13
Si .no Age group No. of respondents Percentage

1 15-25 31 31

2 26-35 51 51

3 36-45 31 31

4 46 and above 4 4

100 100

60

50

40

30

20
No. of respondents
Percentage

10

15-25 26-35 36-4546 and

above
 Figure 13-Age Group of Respondents

Inference:31% respondents are in the age group of 15-25 years.51% respondents are in
the age group of 26- 35 years.14% respondents are in the age group of 36-45 years.4%
respondents are in the age group of46and above-25 years

14: The occupation of respondents. Table 14

Si. no Occupation No. of Respondents Percentage

1 Business 39 39

2 Employee 34 34

3 Student 13 13
 4 Professional 11 11

5 Others 3 3

Total 100 100

45
40
35
30
25
20
15 No. of Respondents
10
Percentage
5
0

Figure 14- Occupation of Respondents

Inference: 39% respo9ndetns are businessmen.34% respo9ndetns are employees.13%

respo9ndetns are students.11% respo9ndetns are professionals.3% respo9ndetns are
other.
15: The income group of the respondents

Table: 15

Sl .no Income group No .of respondents Percentage

1 Less than 5000 25 25

2 5000-10000 45 45

3 10000-15000 17 17

4 15000 and above 13 13

Total 100 100

50
45
40
35
30
25
20
15
10
No .of respondents
5
0 Percentage

Figure 15-Income Group of Respondents

Inference:
25% respondents are in the income group of less than Rs.5000/- 45% respondents are in
the income group of Rs. 5000-10000.
17% respondents are in the income group of Rs. 10000-15000. 13% respondents ate in
the income group of Rs 15000 and above.
 BIBLIOGRAPHY

1) MARKETING MANAGEMENT – 10th Edition

- Philip Kotler

2) MARKETING RESEARCH
- D.D. Sharma
3) PAMPHLET AND CATALOGUES OF THE COMPANY

4) WWW. Vodafone idea. com

 QUESTIONNAIRE FOR CUSTOMER’S SATISFACTION
TOWARDS VODAFONE IDEA

1. Do you own/use a cell phone? [ ]

(a) Yes (b) No

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

(a) IDEA (b) AIRTEL (c) VODAFONE

(d) RELIANCE (e) CELLONE

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

(a) Prepaid (b) Post-paid

4. If prepaid, which recharge coupon you often use? [

] (a) Rs. 111 (b) Rs. 324 (c) 540

(d) Rs. 1080 (e) Blow 100

5. Do you know about Idea? [ ]

Yes ( ) No ( )

If yes, how you came to know?

(a) Television (b) Print media (Newspapers / Magazines)

(c) Friends / Relatives (d) Hoardings / Bill boards

(e) Any other (specify)

6. What features attract an Idea card purchase? [ ]

 (a) Most friendly and affordable plans (b) Best quality Network

(c) Widest coverage in A.P d) Brand Loyalty

7. Suggest features you think needs improvement [ ]

(a) Service (b) Transparency in Billing

(c) Call Clarity (d) any other (specify)

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) Any other (specify)

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

(a) Film star (b) Sports person

(c) Musician (d) Company CEO

10. What makes Idea most preferred? [ ]

(a) Widest coverage un A.P (b) Brand Loyalty

(c) Most economical and friendly packages

(d) Best quality & extensive network

11. Which brand do you recommend if given a choice? [ ]

(a) IDEA (b) AIRTEL

(c) VODAFONE (d) RELIANCE

(e) CELLONE
 12. How do you rate the services at “Vodafone idea” [ ]

(a) Excellent (b) Good

(c) Satisfactory (d) Poor

13. What is your opinion about Idea’s recently launched recharge coupon of Rs.50 and Rs.100?

(a) Excellent (b) Good

(c) Satisfactory (d) Not exciting [ ]

14. Would you prefer to subscribe for Idea’s lifelong incoming plan?
(a) Yes (b) No [ ]

15. Any suggestions to improve the sales of Idea

Signature of the Customer