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. (2ndsemester)
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.

Problem statement

Aim

Objectives

Hypothesis

10

Scope & limitations

12

Literature Review

15

Company, Product , Market Information

17

Finding & analysis

41

Result

75

10

Conclusion

77

11

Recommendation

79

Bibliography

80

Annexure

81

CHAPTER
1

PROBLEM STATEMENTStudy 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.

CHAPTER
2

AIMStudy 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.

CHAPTER
4

HYPOTHESISNull Hypothesis (H0)

Demand for PARLE product is 90%.

Alternative Hypothesis (H1)

Demand for PARLE product is around 80%.

CHAPTER
5

SCOPE & LIMITATIONSSCOPE OF THE STUDY

The study is carried out to know the fallowing aspects.

To assess, the consumers needs and wants.

To predict, the consumers acceptance of firms various informational and

Environmental cues.

To gauge into the consumers 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 its 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

LITERATURE REVIEW-

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 Indias 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.

Hutch is now Vodafone 19 September 2007

September 19, 2007: Vodafone, the worlds 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 worlds 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.

17

VODAFONE PRODUCT

18

CHAPTER
8

FINDINGS & ANALYSIS

RETAILER SURVEY
1. Do you sale Parle G biscuits? Why?
19

Yes
No

100
90
80
70
60
No

50

Yes

40
30
20
10
0
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) %
20

 Other
90
80
70
60
Other

50

Between20-30%

40

Between 10-20%

30

< 10 %

20
10
0
< 10 %

Between 10-20% Between 10-20%

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

21

100
90
80
70
60
Unsatisfied

50

Satisfied

40
30
20
10
0
Satisfied

Unsatisfied

Comment:-Retailers are satisfied with their quality more than margin

4. Why Parle G capture large market?

Low price
Quality
Easy to get

22

80
70
60
50
Easy to get
40

Quality
Low price

30
20
10
0
Low price

Quality

Easy to get

Comment:-Because their good quality & low price

5. Distribution network of Parle G is better than other product or not?

Good
Satisfied
Better
Outstanding
23

80
70
60
50

Outstanding
Better

40

Satisfied
30

Good

20
10
0
Good

Satisfied

Better

Outstanding

Comment: - During survey, Distribution network was very poor from Parle company.

6. Who are the frequent buyers of Parle G?

Rural people
Urban people

24

100
90
80
70
60
Urban people

50

Rural people

40
30
20
10
0
Rural people

Urban people

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
25

54
53
52
51
50
Not at all

49

Up to some extent

48
47
46
45
44
Up to some extent

Not at all

Comment: - Not only Britannia affects but Sunfeast also affects on sales of parle.

8. Customers are complaints about the Parle G biscuits?

26

 Some times
Not at all
90
80
70
60
50

Not at all

40

Same times

30
20
10
0
Same times

Not at all

Comment: - They dont have a complaint about parle product.

9. Do you want to company improve there product from what aspects?

Quality
27

 Quantity
Nutrition levels
Packaging
Availability
Freshness
Taste
70
60
50
Taste
40

Freshness

30

Availability
Packaging

20

Nutrition levels

10

Quantity
Quality

Comment: - Yes company must be improve their availability sources

10. Customers are satisfied with Parle G brand or not?

Fully satisfied
28

 Somewhat satisfied
Dissatisfied
Extremely dissatisfied

80
70
60
50
Extremely dissatisfied
40

Dissatisfied

30

Somewhat satisfied
Fully satisfied

20
10
0
Fully
satisfiedegory 1

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 dont have sufficient stock.

11. Who are the competitors of Parle G?

29

 Britannia
Priyagold
Sunfeast

90
80
70
60
50

Sunfeast
Priyagold

40

Britannia
30
20
10
0
Britannia

Priyagold

Sunfeast

Comment: - While Survey, I observed that competitors are sunfeast of the parle
product.

12. Rate of Parle G on following options?

30

Much better than competitors

Somewhat better than competitors
The same as competitors
Somewhat worst than competitors
Much worst than competitors

60
50
Much worst than competitors
40
Somewhat worst than
competitors

30

The same as competitors

20
Somewhat better than
competitors

10

Much better than competitors

0
Much
Somewhat The same Somewhat
Much
better than better than
as
worst than worst than
competitors competitors competitors competitors competitors

Comment: - As compare to current market situation

CUSTOMERS SURVEY
31

1. Do you consume Parle G Biscuits?

Yes
No
100
90
80
70
60
No

50

Yes

40
30
20
10
0
Yes

No

Comment:-Out of 15 customers 14customers are consume Parle G Biscuits

2. Why you consume Parle G Biscuits?

32

 Taste
Quality
Quantity

70
60
50
40

Quantity
Quality

30

Taste

20
10
0
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?
33

 Affordable
Cheaper than competitors
Suitable to lower economy market

80
70
60
50

Suitable to lower economy

market

40

Cheaper than cmpetitors

30
Affordable

20
10
0
Affordable

Cheaper than
Suitable to
cmpetitors 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

34

 Low price
Quality
60

50

40
Quality

30

Low price
20

10

0
Low price

Quality

Comment: - out of 15 customers 6 customers said Parle G is better than

Britannia because its getting low price and 8 customers said its quality is
good

5. How much you loyal towards Parle G Brand?

35

 Some extent
Brand loyal
Hard core loyal
80
70
60
50
Hard core loyal
40

Brand loyal
Some extent

30
20
10
0
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?

36

 First
Middle
Lower

45
40
35
30
25

Lower
Middle

20

First
15
10
5
0
First

Middle

Lower

Comment:-It has a middle position in Indian market.

37

7. How do you rate this item on a scale of 1 to 5, with 1 being Extremely Dissatisfied and 5
being Extremely Satisfied.?
Character

Taste
Quality
Packaging
Quantity

7.1 Taste
35
30
25
Extremely satisfied 5

20

Better 4
Good 3

15

Satisfied 2
10

Extremely dissatisfied 1

5
0
Extremely Satisfied 2
dissatisfied 1

Good 3

Comment: - It has a good test

7.2 Quality
38

Better 4

Extremely
satisfied 5

Series 1
5
4.5
4
3.5
3

Extremely dissatisfied

2.5

Satisfied

Good

1.5

Better

1
0.5
0
Extremely
dissatisfied

Satisfied

Good

Better

7.3 Packaging
60
50
40
Extremely satisfied 5
Better 4

30

Good 3
Satisfied 2

20

Extremely dissatisfied 1
10
0
Extremely Satisfied 2
dissatisfied 1

Good 3

Better 4

Comment: - No issue of packaging and quality.

7.4 Quantity

39

Extremely
satisfied 5

60
50
40
Extremely satisfied 5
Better 4

30

Good 3
Satisfied 2

20

Extremely dissatisfied 1
10
0
Extremely Satisfied 2
dissatisfied 1

Good 3

Better 4

Extremely
satisfied 5

Comment:-It has sufficient quantity as compare to market survey

8. Do you think company should change the packaging and colour of the cover?
40

 Change for next generation

Dont change (Because of positioning in market)

50
45
40
35
30
25

Change for next generation

20
Don't change (Because of
position in market)

15
10
5
0
Change for next Don't change
generation
(Because of
position in
market)

Comment: - No it should not necessary to change it because it has good quality and
great marketing.

41

9. Parle G provides qualities as compare to other brands are better?

Much better than competitors

Somewhat better than competitors
The same as competitors
Somewhat worst than competitors
Much worst than competitors

60
50
Much worst than competitors
40
Somewhat worst than
competitors

30

The same as competitors

20
Somewhat better than
competitors

10

Much better than competitors

0
Much
Somewhat The same Somewhat Much worst
better than better than
as
worst than
than
competitors competitors competitors competitors competitors

Comment:-Yes it has better quality but they dont it distribute properly.

42

10. How often do you have Parle G

Weekly
Monthly
Daily
45
40
35
30
25

Daily
Monthly

20

Weekly
15
10
5
0
Weekly

Monthly

Daily

Comment: - People want to purchase it regularly but parle product distributor

wouldnt be visited to retailer thats why people dont get it easily and they purchase
it occasionally

43

11. Why do you prefer Parle G biscuits?

Taste
Cheaper rate
Any other reason
60
50
40
Any other reason

30

Cheaper rate
20

Taste

10
0
Taste

Cheaper
ratetegory 2

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.

44

12. If Parle G is not available

Then you buy some other brand.
Try if it available in other shop.

70
60
50
40
Try if it availablein other shop
30

Then you buy some other brand

20
10
0
Then you buy some other Try if it availablein other shop
brand

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.

45

CHAPTER
9

46

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.

47

CHAPTER
10

48

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 todays times when
multinationals are beefing up their operations

And trying to change the dynamics of the market, Parle Gs 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
worlds 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.

49

CHAPTER
11

50

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.

51

BibliographyI.

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.parleproducts.com www.tradeindia.com

52

(www.wikipedia.com)

Appendix:
Project: Study Of Consumer Behavior Of Vodafone
DATA ANLYSIS
QUESTIONNAIRE
Name of the shop: ..........................................................................
Name of the shop owner: ..............................................................
Address: .........................................................................................
Contact No. : ......................... Shop Category: ............................
1. Weather the retailer keeping Biscuit of any company.
Parle Britannia ITC Other
2. If not keeping, whether they are interested to keep?
Yes No
3. How much Biscuits brand the retailers have?
Parle Britannia ITC Other
4. Space share by Biscuits?
Parle Britannia ITC Other
5. Glucose Biscuit Depth.
Parle-G Tiger Sun fest other
6. Salted Biscuit Depth.
Monaco 50-50 Snaky
7. Cookies Biscuit Depth.
53

 20-20 Good Day Sunfest butter cookies

8. Marie Biscuit Depth.
Marie Marie Gold Marie Light
9. Cream Biscuit Depth.
Hide-n-Seek Bourbun Spacial
10. Chocolate Brand in 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 satisfied with distributor services?
Parle Britannia ITC Other
Remark: ________________________________________________

54

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

55

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

56

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?

Much better than competitors

Somewhat better than competitors
The same as competitors
Somewhat worst than competitors
Much worst than competitors

Signature
_______________

57

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

58

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.?
Character

Taste
Quality
Packaging
Quantity

8. Do you think company should change the packaging and colour of the cover?
Change for next generation
Dont change (Because of positioning in market)
9. Parle G provides qualities as compare to other brands are better?

Much better than competitors

Somewhat better than competitors
The same as competitors
Somewhat worst than competitors
Much worst than competitors

10. How often do you have Parle G

Weekly
Monthly
Daily
59

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
_________________

60

TABLE OF CONTENTS
Chapter no.

Topics

Page No.

Problem statement

Aim

Objectives

Hypothesis

10

Scope & limitations

12

Literature Review

15

Company, Product , Market Information

17

Finding & analysis

41

Result

75

10

Conclusion

77

11

Recommendation

79

Bibliography

80

Annexure

81

61