Study of Vodafone consumer behavior and brand perception

A Project Report
On
“Study Of Consumer Behavior Of Vodafone”
Submitted in partial fulfillment of the requirement for the award of
MASTERS
In
MANAGEMENT STUDIES
Submitted by
PRANAY H. JAMBHALE
M.M.S. (2nd
semester)
ROLL NO- 36
Guide
Prof. D.C. KUTE
DEPARTMENT OF MASTER OF MANAGEMENT STUDIES
CHANGU KANA THAKUR INSTITUTE OF MANAGEMENT
STUDIES &RESEARCH, NEW PANVEL
2013-14
TABLE OF CONTENTS

Chapter no. Topics Page No.
1 Problem statement 4
2 Aim 6
3 Objectives 8
4 Hypothesis 10
5 Scope & limitations 12
6 Literature Review 15
7 Company, Product , Market Information 17
8 Finding & analysis 41
9 Result 75
10 Conclusion 77
11 Recommendation 79
Bibliography 80
Annexure 81

PROBLEM STATEMENT-
“Study Of Consumer Behavior Of Vodafone”
The study was made on consumer behavior of existing and new Vodafone
subscriber. The main aim of the research is to analyze behavior of existing
and new Vodafone subscriber to meet their preferences and expectations.
To know, perception and satisfaction level of Vodafone services and
products. The study of consumer behavior
Will help to gauze the consumers mind and understand the various consumption
related aspects of individuals. Understanding of consumer behavior will make the
study of marketing management more interesting, understandable and increase
awareness of its practical implications.

AIM-
“Study Of Consumer Behavior Of Vodafone”.

CHAPTER
3
OBJECTIVES 0F THE STUDY:
 To understand consumer perception about products and services. 

 To understand the consumers satisfaction level about products and services. 

 To know the market potential of Vodafone products and services. 

 To analyze the brand awareness. 

HYPOTHESIS-
Null Hypothesis (H0)
Demand for PARLE product is 90%.
Alternative Hypothesis (H1)
Demand for PARLE product is around 80%.

CHAPTER
5
SCOPE & LIMITATIONS-
SCOPE OF THE STUDY
The study is carried out to know the fallowing aspects.

To assess, the consumers needs and wants.



To predict, the consumer‟s acceptance of firm‟s various informational and


Environmental cues.



To gauge into the consumer‟s mind and understand different

consumption related aspects, of individuals.


To know the percentage of usage of value added services.



To understand, behavior, of brand loyal consumer.



To understand, behavioral pattern of potential consumer.



To analyze, the buying motives of the consumers, while making their
purchase decisions.


To understand, expectations and satisfaction level, of consumers.

A study of this kind helps to put theoretical aspects into the project and aims to give
information. Nature of the study methods used, findings of the investigation,
conclusions, and recommendations inferred from the findings aims to enable
Vodafone to implement the recommendations made at the end of the study.
The research is purely based on the survey conducted in Bangalore city and has been
focused on Vodafone subscribers. The number of respondents intervened is 100.The
study covers information about customer brand preference, brand awareness, service
attributes, etc. Overall scope of the study would be to enhance the services to the
subscribers, in the city.
LIMITATIONS OF THE STUDY:
The limitations of the study are as follows:
 Sample size of the subscriber is limited. 

 Many subscribers do not give the exact picture of their opinion. 

 The time period for conducting the survey is inadequate as the sample size
covers only Bangalore city. 
 One subscriber may have more than one connection.

 The opinion of the subscriber depends on the geographical location of the
subscriber this may include the network of the provider.
 Since it‟s a prepaid service it may be temporarily be used. 

 Since most of the subscribers are teenagers it fails to give a general view of
other age groups. 
CHAPTER

CHAPTER
7
COMPANY,PRODUCT,MARKET INFORMATION-
INTRODUCTION
Definition of Consumer Behavior: Consumer behavior has been referred
to as “all the psychological, social and physical behavior of all potential
consumers as they become aware of, evaluate, purchase, consume and tell
others about products and services”
All the firms have started considering „customer‟ as the king or „queen‟.
Interestingly, after the liberalization of India‟ economy, the market place is flooded
with many new players including the host of MNCs resulting in then availability of
more number of brands in every segment of the market. On account of this consumer

has started being
choosy about what to buy. Thus all firms are becoming not only customer
focused but are also trying to build relationship with them. This is done by
continuously updating knowledge, information, and understanding of the
customer needs perceptions, and expectations.
Concepts:
1) Having a better understanding of consumer behavior will help
the firm to become better than their competitors.
2) On understanding consumer behavior firm will be able to predict the
consumer perceptions and acceptance of their various informational
and environmental cues and thus plan their marketing programs or
strategies accordingly.
3) On understanding consumer behavior firm will be able to predict the
consumer satisfaction level.
COMPANY PROFILE
About Vodafone Essar Limited
Vodafone Essar in India is a subsidiary of Vodafone Group Plc and commenced
operations in 1994 when its predecessor Hutchison Telecom acquired the cellular
license for Mumbai. Vodafone Essar now has operations in 16 circles covering 86%
of India‟s mobile customer base, with over 34.1 million customers*.

Over the years, Vodafone Essar, under the Hutch brand, has been named the 'Most
Respected Telecom Company', the 'Best Mobile Service in the country' and the 'Most
Creative and Most Effective Advertiser of the Year'. Vodafone is the world's leading
international mobile communications company. It now has operations in 25 countries
across 5 continents and 40 partner networks with over 200 million customers
worldwide. Vodafone has partnered with the Essar Group as its principal joint venture
partner for the Indian market.
The Essar Group is a diversified business corporation with interests spanning the
manufacturing and service sectors like Steel, Energy, Power, Communications,
Shipping & Logistics and Construction. The Group has an asset base of over Rs.400
billion (US$ 10 billion) and employs over 20,000 people.
*Figures from Cellular Operators Association of India, August 31, 2007.

17
Hutch is now Vodafone 19 September 2007
September 19, 2007: Vodafone, the world‟s leading international mobile
communications company, has fully arrived in India. Vodafone Essar announced that
“the Vodafone brand will be launched in India from 21st September onwards”.
Vodafone, the world‟s leading mobile telecommunication company, completed the acquisition of
Hutchison Essar in May 2007 and the company was formally renamed Vodafone Essar in July
2007. "This transition is probably the largest brand change ever undertaken in this country and
arguably as big as any in the world. It is even larger than thier previous brand transitions as it
touched over 35 million customers,
across 400,000 shops and thousands of our own and our business associates'
employees."
THE TOP MANAGEMENT
Asim Ghosh, Managing Director, Vodafone Essar
Harit Nagpal, Marketing and New Business Director, Vodafone Essar
Samuel Selvakumar, Chief Executive Officer, Vodafone Essar
The Vodafone mission is to be the communications leader in an increasingly
connected world – enriching customers‟ lives, helping individuals, businesses and
communities is more connected by delivering their total communication needs.
Vodafone's logo is a true representation of that belief - The start of a new
conversation, a trigger, a catalyst, a mark of true pioneering.

19
CHAPTER
8
FINDINGS & ANALYSIS
RETAILER SURVEY
1. Do you sale Parle G biscuits? Why?

20
 Yes
 No
Comment:-Yes almost all retailer sales Parle products due to their quality, Out of
15 retailer 14 are sales Parle G biscuits.
2. How much profit are you getting by selling Parle?
 Up to 10%
 Between (10-20) %
 Between (20-30) %
0
10
20
30
40
50
60
70
80
90
100
Yes No
No
Yes

21
 Other
Comment: - Profit is very less by selling parle biscuit hardly 3-4 % profits they obtain
3. Are you satisfied with company performance in terms of margin & quality?
 Satisfied
 Unsatisfied
0
10
20
30
40
50
60
70
80
90
< 10 % Between 10-20% Between 10-20% Other
Other
Between20-30%
Between 10-20%
< 10 %

22
Comment:-Retailers are satisfied with their quality more than margin
4. Why Parle G capture large market?
 Low price
 Quality
 Easy to get
0
10
20
30
40
50
60
70
80
90
100
Satisfied Unsatisfied
Unsatisfied
Satisfied

23
Comment:-Because their good quality & low price
5. Distribution network of Parle G is better than other product or not?
 Good
 Satisfied
 Better
 Outstanding
0
10
20
30
40
50
60
70
80
Low price Quality Easy to get
Easy to get
Quality
Low price

24
Comment: - During survey, Distribution network was very poor from Parle company.
6. Who are the frequent buyers of Parle G?
 Rural people
 Urban people
0
10
20
30
40
50
60
70
80
Good Satisfied Better Outstanding
Outstanding
Better
Satisfied
Good

25
Comment: - Both are frequent buyers rural people as well as Urban people.
7. Is Britannia effects on sales of Parle G?
 Up to some extent
 Not at all
0
10
20
30
40
50
60
70
80
90
100
Rural people Urban people
Urban people
Rural people

26
Comment: - Not only Britannia affects but Sunfeast also affects on sales of parle.
8. Customers are complaints about the Parle G biscuits?
44
45
46
47
48
49
50
51
52
53
54
Up to some extent Not at all
Not at all
Up to some extent

27
 Some times
 Not at all
Comment: - They don’t have a complaint about parle product.
9. Do you want to company improve there product from what aspects?
 Quality
0
10
20
30
40
50
60
70
80
90
Same times Not at all
Not at all
Same times

28
 Quantity
 Nutrition levels
 Packaging
 Availability
 Freshness
 Taste
Comment: - Yes company must be improve their availability sources
10. Customers are satisfied with Parle G brand or not?
 Fully satisfied
0
10
20
30
40
50
60
70
Taste
Freshness
Availability
Packaging
Nutrition levels
Quantity
Quality

29
 Somewhat satisfied
 Dissatisfied
 Extremely dissatisfied
Comment: - Customers are satisfied from Parle brand but main problem is unavailability
when customers demand parle product at that time they don’t have sufficient stock.
11. Who are the competitors of Parle G?
0
10
20
30
40
50
60
70
80
Fully
satisfiedegory 1
Somewhat
satisfied
Dissatisfied Extremely
dissatisfied
Extremely dissatisfied
Dissatisfied
Somewhat satisfied
Fully satisfied

30
 Britannia
 Priyagold
 Sunfeast
Comment: - While Survey, I observed that competitors are sunfeast of the parle
product.
12. Rate of Parle G on following options?
0
10
20
30
40
50
60
70
80
90
Britannia Priyagold Sunfeast
Sunfeast
Priyagold
Britannia

31
 Much better than competitors
 Somewhat better than competitors
 The same as competitors
 Somewhat worst than competitors
 Much worst than competitors
Comment: - As compare to current market situation
CUSTOMERS SURVEY
0
10
20
30
40
50
60
Much
better than
competitors
Somewhat
better than
competitors
The same
as
competitors
Somewhat
worst than
competitors
Much
worst than
competitors
Much worst than competitors
Somewhat worst than
competitors
The same as competitors
Somewhat better than
competitors
Much better than competitors

32
1. Do you consume Parle G Biscuits?
 Yes
 No
Comment:-Out of 15 customers 14customers are consume Parle G Biscuits
2. Why you consume Parle G Biscuits?
0
10
20
30
40
50
60
70
80
90
100
Yes No
No
Yes

33
 Taste
 Quality
 Quantity
Comment: - Out of 15 customers 4 customers consume parle G due to taste,
9 customers consume by product quality and 1customer consume by quantity
3. Price of Parle G?
0
10
20
30
40
50
60
70
Taste Quality Quantity
Quantity
Quality
Taste

34
 Affordable
 Cheaper than competitors
 Suitable to lower economy market
Comment: - Most of the people consume parle G biscuit for affordable cost
and Parle biscuits price are not only cheaper but also it suitable to lower
economy market
4. Is parle G better than Britannia from which aspects
0
10
20
30
40
50
60
70
80
Affordable Cheaper than
cmpetitors
Suitable to
lower economy
market
Suitable to lower economy
market
Cheaper than cmpetitors
Affordable

35
 Low price
 Quality
Comment: - out of 15 customers 6 customers said Parle G is better than
Britannia because it’s getting low price and 8 customers said its quality is
good
5. How much you loyal towards Parle G Brand?
0
10
20
30
40
50
60
Low price Quality
Quality
Low price

36
 Some extent
 Brand loyal
 Hard core loyal
Comment: - Out of 15 customers 10 customers purchase by brand loyal 4
customers’ purchase by some extent.
6. What position of Parle G in the Indian Biscuits market?
0
10
20
30
40
50
60
70
80
Some extent Brand loyal Hard core loyal
Hard core loyal
Brand loyal
Some extent

37
 First
 Middle
 Lower
Comment:-It has a middle position in Indian market.
0
5
10
15
20
25
30
35
40
45
First Middle Lower
Lower
Middle
First

38
7. How do you rate this item on a scale of 1 to 5, with 1 being Extremely Dissatisfied and 5
being Extremely Satisfied.?
7.1 Taste
Comment: - It has a good test
7.2 Quality
0
5
10
15
20
25
30
35
Extremely
dissatisfied 1
Satisfied 2 Good 3 Better 4 Extremely
satisfied 5
Extremely satisfied 5
Better 4
Good 3
Satisfied 2
Extremely dissatisfied 1
Character 1 2 3 4 5
Taste
Quality
Packaging
Quantity

39
7.3 Packaging
Comment: - No issue of packaging and quality.
7.4 Quantity
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
Extremely
dissatisfied
Satisfied Good Better
Series 1
Extremely dissatisfied
Satisfied
Good
Better
0
10
20
30
40
50
60
Extremely
dissatisfied 1
satisfied 5
Better 4
Good 3
Satisfied 2

40
Comment:-It has sufficient quantity as compare to market survey
8. Do you think company should change the packaging and colour of the cover?
0
10
20
30
40
50
60
Extremely
dissatisfied 1
satisfied 5
Better 4
Good 3
Satisfied 2

41
 Change for next generation
 Don’t change (Because of positioning in market)
Comment: - No it should not necessary to change it because it has good quality and
great marketing.
0
5
10
15
20
25
30
35
40
45
50
Change for next
generation
Don't change
(Because of
position in
market)
Change for next generation
Don't change (Because of
position in market)

42
9. Parle G provides qualities as compare to other brands are better?
Comment:-Yes it has better quality but they don’t it distribute properly.
0
10
20
30
40
50
60
Much
better than
competitors
Somewhat
better than
competitors
The same
as
competitors
Somewhat
worst than
competitors
Much worst
than
competitors
Much worst than competitors
Somewhat worst than
competitors
The same as competitors
Somewhat better than
competitors
Much better than competitors

43
10. How often do you have Parle G
 Weekly
 Monthly
 Daily
Comment: - People want to purchase it regularly but parle product distributor
wouldn’t be visited to retailer that’s why people don’t get it easily and they purchase
it occasionally
0
5
10
15
20
25
30
35
40
45
Weekly Monthly Daily
Daily
Monthly
Weekly

44
11. Why do you prefer Parle G biscuits?
 Taste
 Cheaper rate
 Any other reason
Comment: - some people prefer it because its energy biscuit while diabetic people
get down their sugar level and 35% people purchase it for their test and cheaper
rate.
0
10
20
30
40
50
60
Taste Cheaper
ratetegory 2
Any other reason
Any other reason
Cheaper rate
Taste

45
12. If Parle G is not available
 Then you buy some other brand.
 Try if it available in other shop.
Comment:- As survey report, I found that if parle G is not available in shop then
maximum people search it in other shop even they collected the more quantity of
product due to unavailability.
0
10
20
30
40
50
60
70
Then you buy some other
brand
Try if it availablein other shop
Try if it availablein other shop
Then you buy some other brand

47
RESULT-
 After close study of the present market situation prevailing in the areas assigned the
researchers, following are the observations.
 1. Breakage problem in the Family packs of glucose biscuits is leading to the decline in
sales in this category.
 2. Schemes, Discounts, offers, coupons etc. are not reaching to the retailers and
customers whereas Britannia and ITC on the other hand are doing that. 3. Retailers and
even wholesalers is satisfied with the supply system of Parle.
 4. It was found that Parle (especially Parle- glucose) is most favored brand and is sold
most. Parle biscuits are the retailers and consumers prime choice.
 5. Very little range of Parle biscuits were visible in organized retail outlets.
 6. Britannia is emerging as Major Competitor in the organized & unorganized retail
outlets.

49
CONCLUSION-
 After conducting the survey on 15 unorganized retailers, 15organized retailers and 4
Distributors, the researchers found that there is a bigger market for biscuits and
Confessionary in unorganized retail stores if proper supply of goods without breakage is
there. It was also concluded that Parle is the first preference of both the customers and
retailers (Organized and unorganized both) because of its price and brand image. Brand
Parle G dominates the volume-dominated biscuit market. Even in today’s times when
multinationals are beefing up their operations
 And trying to change the dynamics of the market, Parle G’s numbers &Quality position is
unchallenged. Its competitors have roped in superstars like King Khan and Sachin
Tendulkar, but Parle G has only gone from strength to strength. Brand Parle G is iconic
and has evolved over the years. Trust, relevance, affordability are its hallmarks, which
have withstood pressures from the hyper-competitive marketplace. The Parle Biscuit
brands, such as, Parle-G, Monaco, Krackjack, 20-20, Marie Choice, Hide & Seek and
confectionery brands, such as, Melody, Poppins, Mangobite enjoy a strong imagery and
appeal amongst consumers across the world. Which has resulted into Parle-G being the
“world’s largest selling biscuit". The Parle name symbolizes quality, health and great
taste. Constantly innovating and catering to new tastes PARLE-G has built its reputation.
This can be seen from the success of its new brands such as 20-20, Imli Bite etc. Parle
Products Pvt Ltd. is now lagging in services to retailers because of improper supply and
distribution in some areas and competitors taking advantage of these points.

51
RECOMMENDATIONS& SUGGESTIONS:
 1. Company should start a program for the loyal retailers and wholesalers to reduce their
complaints by providing timely supply and replacement. This will help in increasing their
sales.
 2. The packaging of Parle Glucose biscuits (1/2 and 1 kilogram packs) must be improved
for its better sales. The company should come up with double packaging as people refuse
to buy family pack biscuits with loose packaging.
 3. Salesmen should be properly dressed and should have good communication skills to
effectively promote the new products recently launched, by making sure that the product
reaches each and every retailer and also increase the visibility of the products by
arranging the product clearly on the shelf or rack and show its prominence.
 4. To increase the number of stock keeping units {SKU} available in the retailers store.
Each salesman should stress the retailers to keep the maximum SKUs and to maintain
these SKUs throughout. With this, the replacement of the damaged and expired biscuits
should be prompt and without any hassles, so that retailer can be saved from the loss of
the expired and damaged goods.
 5. The company should take proper measures that the schemes and offers are not gulped
by the middlemen, and that it benefits the retailers and customers.

52
Bibliography-
I. KOTHARI .C.R. Research Methodology, New Delhi New Age
International Publishers
II. II. KOTLER PHILIP & KELLER KEVIN LANE ,Marketing
Management ,Practice Hall ,New Delhi
III. III. Websites: wikipedia search: (www.wikipedia.com)
www.parleproducts.com www.tradeindia.com

53
Appendix:
Project: “Study Of Consumer Behavior Of Vodafone”
DATA ANLYSIS
QUESTIONNAIRE
Name of the shop: ..........................................................................
Name of the shop owner: ..............................................................
Address: .........................................................................................
ContactNo. : ......................... ShopCategory:............................
1. Weatherthe retailerkeeping Biscuit of any company.
⁭ Parle ⁭ Britannia ⁭ ITC ⁭ Other
2. If not keeping, whetherthey are interestedto keep?
⁭ Yes ⁭ No
3. How much Biscuits brand the retailers have?
4. Space share by Biscuits?
⁭ Parle ⁭ Britannia ⁭ ITC ⁭Other
5. Glucose BiscuitDepth.
⁭ Parle-G ⁭ Tiger ⁭Sun fest ⁭ other
6. SaltedBiscuit Depth.
⁭ Monaco ⁭50-50 ⁭ Snaky
7. CookiesBiscuitDepth.

54
⁭ 20-20 ⁭ GoodDay ⁭ Sunfest ⁭ butter cookies
8. Marie Biscuit Depth.
⁭ Marie ⁭ Marie Gold ⁭ Marie Light
9. Cream BiscuitDepth.
⁭ Hide-n-Seek ⁭ Bourbun ⁭ Spacial
10. Chocolate Brandin Shops?
i)Perfeti ii)Parle iii)ITC iv)Nastle v)Cadbary vi)Nutrien vii)Others
11. Space share by chocolates.
⁭ Perfeti⁭ Parle ⁭ ITC ⁭ Nastle ⁭ Cadbary
12. Are you satisfiedwith distributor services?
Remark:________________________________________________

55
NAME-PRANAY H. JAMBHALE
ROLL NO.60
MMS-I
DATA ANALYSIS
Name of the retailer ____________________________________________________________
Add & Mobile No __________________________________________________________________
1. Do you sale Parle G biscuits? Why?
 Yes
 No
Remark ____________________________________________________
2. How much profit are you getting by selling Parle?
 Up to 10%
 Between (10-20) %
 Between (20-30) %
 Other
3. Are you satisfied with company performance in terms of margin & quality?
 Satisfied
 Unsatisfied
4. Why Parle G capture large market?
 Low price
 Quality
 Easy to get

56
5. Distribution network of Parle G is better than other product or not?
 Good
 Satisfied
 Better
 Outstanding
6. Who are the frequent buyers of Parle G?
 Rural people
 Urban people
7. Is Britannia affects on sales of Parle G?
 Upto some extent
 Not at all
8. Customers are complaints about the Parle G biscuits?
 Some times
 Not at all
9. Do you want to company improve there product from what aspects?
 Quality
 Quantity
 Nutrition levels
 Packaging
 Availability
 Freshness
 Taste

57
10. Customers are satisfied with Parle G brand or not ?
 Fully satisfied
 Somewhat satisfied
 Dissatisfied
 Extremely dissatisfied
11. Who are the competitors of Parle G?
 Britannia
 Priyagold
 Sunfeast
12. Rate of Parle G on following options?
Signature
_______________

58
DATA ANALYSIS:-
Name of the buyer / consumer:-_____________________________________
Add___________________________________________________________
Mobile no: - ___________________________________
1. Do you consume Parle G Biscuits?
 Yes
 No
2. Why you consume Parle G Biscuits?
 Taste
 Quality
 Quantity
3. Price of Parle G?
 Affordable
 Cheaper than competitors
 Suitable to lower economy market
4. Is parle G better than Britannia from which aspects
 Low price
 Quality
5. How much you loyal towards Parle G Brand?
 Some extent
 Brand loyal
 Hard core loyal

59
6. What position of Parle G in the Indian Biscuits market?
 First
 Middle
 Lower
7. How do you rate this item on a scale of 1 to 5, with 1 being Extremely Dissatisfied and 5
being Extremely Satisfied.?
8. Do you think company should change the packaging and colour of the cover?
 Change for next generation
 Don’t change (Because of positioning in market)
9. Parle G provides qualities as compare to other brands are better?
10. How often do you have Parle G
 Weekly
 Monthly
 Daily
Character 1 2 3 4 5
Taste
Quality
Packaging
Quantity

60
11. Why do you prefer Parle G biscuits?
 Taste
 Cheaper rate
 Any other reason
12. If Parle G is not available
 Then you buy some other brand
 Try if it availablein other shop
Signature of Buyer
_________________

61
TABLE OF CONTENTS
Chapter no. Topics Page No.
1 Problem statement 4
2 Aim 6
3 Objectives 8
4 Hypothesis 10
5 Scope & limitations 12
6 Literature Review 15
7 Company, Product , Market Information 17
8 Finding & analysis 41
9 Result 75
10 Conclusion 77
11 Recommendation 79
Bibliography 80
Annexure 81

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