Ravi Final Marketng Project

8/10/2019 Ravi Final Marketng Project

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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


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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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CHAPTER

1


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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 consumptionrelated aspects of individuals. Understanding of consumer behavior will make the

study of marketing management more interesting, understandable and increase

awareness of its practical implications.


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CHAPTER

2


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AIM-

Study Of Consumer Behavior Of Vodafone.


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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.


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CHAPTER4


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HYPOTHESIS-

Null Hypothesis (H0)

Demand for PARLE product is 90%.

Alternative Hypothesis (H1)

Demand for PARLE product is around 80%.


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CHAPTER5

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 consumers acceptance of firms various informational andEnvironmental cues.


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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 theirpurchase 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.


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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


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6

LITERATURE REVIEW-


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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


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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

li f M b i V d f E h i i 16 i l i 86%


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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.


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17

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.


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18

VODAFONE PRODUCT


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19

CHAPTER

8

FINDINGS & ANALYSIS

RETAILER SURVEY

1. Do you sale Parle G biscuits? Why?


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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


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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 %


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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


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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


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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


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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


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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


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Some 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

0

10

20

30

40

50

60

70

80

90

Same times Not at all

Not at all

Same times


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Quantity

Nutrition levels

Packaging

Availability

FreshnessTaste

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

AvailabilityPackaging

Nutrition levels

Quantity

Quality


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Somewhat satisfied

Dissatisfied

Extremely dissatisfied

Comment:- Customers are satisfied from Parle brand but main problem is unavailabilitywhen customers demand parle product at that time they dont 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


Dissatisfied

Somewhat satisfied

Fully satisfied


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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


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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


Somewhat worst than

competitors


Somewhat better than

competitors



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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


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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


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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


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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?

0

10

20

30

40

50

60

Low price Quality

Quality

Low price


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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


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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


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

being Extremely Satisfied.?

7.1Taste

Comment: - It has a good test

7.2Quality

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


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7.3Packaging

Comment: - No issue of packaging and quality.

7.4Quantity

0

0.5

1

1.5

2

2.5

3

3.54

4.5

5

Extremely

dissatisfied

Satisfied Good Better

Series 1


Satisfied

Good

Better

0

10

20

30

40

50

60

Extremely

dissatisfied 1


satisfied 5


Better 4

Good 3

Satisfied 2



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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



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Change for next generation

Dont change (Because of positioning in market)

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

0

5

10

15

20

25

30

35

40

45

50

Change for next

generation

Don't change

(Because of

position in

market)


Don't change (Because of

position in market)


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






Comment:-Yes it has better quality but they dont 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


Somewhat worst than

competitors


Somewhat better than

competitors



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10. How often do you have Parle G

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

0

5

10

15

20

25

30

35

40

45

Weekly Monthly Daily

Daily

Monthly

Weekly


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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


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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


Then you buy some other brand


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CHAPTER

9


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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 insales in this category.

2. Schemes, Discounts, offers, coupons etc. are not reaching to the retailers andcustomers 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 soldmost. 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 retailoutlets.


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CHAPTER10


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CONCLUSION-

After conducting the survey on 15 unorganized retailers, 15organized retailers and 4Distributors, the researchers found that there is a bigger market for biscuits and

Confessionary in unorganized retail stores if proper supply of goods without breakage isthere. It was also concluded that Parle is the first preference of both the customers andretailers (Organized and unorganized both) because of its price and brand image. BrandParle G dominates the volume-dominated biscuit market. Even in todays times whenmultinationals 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 SachinTendulkar, 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, whichhave withstood pressures from the hyper-competitive marketplace. The Parle Biscuitbrands, such as, Parle-G, Monaco, Krackjack, 20-20, Marie Choice, Hide & Seek andconfectionery brands, such as, Melody, Poppins, Mangobite enjoy a strong imagery andappeal amongst consumers across the world. Which has resulted into Parle-G being theworldslargest selling biscuit". The Parle name symbolizes quality, health and greattaste. 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. ParleProducts Pvt Ltd. is now lagging in services to retailers because of improper supply anddistribution in some areas and competitors taking advantage of these points.


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CHAPTER11


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RECOMMENDATIONS & SUGGESTIONS:

1. Company should start a program for the loyal retailers and wholesalers to reduce theircomplaints by providing timely supply and replacement. This will help in increasing theirsales.

2. The packaging of Parle Glucose biscuits (1/2 and 1 kilogram packs) must be improvedfor its better sales. The company should come up with double packaging as people refuseto buy family pack biscuits with loose packaging.

3. Salesmen should be properly dressed and should have good communication skills toeffectively 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 byarranging 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 maintainthese SKUs throughout. With this, the replacement of the damaged and expired biscuitsshould be prompt and without any hassles, so that retailer can be saved from the loss ofthe expired and damaged goods.

5. The company should take proper measures that the schemes and offers are not gulpedby the middlemen, and that it benefits the retailers and customers.


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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


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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?


4. Space share by Biscuits?


5. Glucose Biscuit Depth.

Parle-G Tiger Sun fest other

6. Salted Biscuit Depth.

Monaco 50-50 Snaky

7. Cookies Biscuit Depth.


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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?


Remark: ________________________________________________


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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


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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


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

Fully satisfied

Somewhat satisfied

Dissatisfied


11.Who are the competitors of Parle G?

Britannia

Priyagold

Sunfeast

12.Rate of Parle G on following options?






Signature

_______________


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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


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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?


Dont 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


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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


Signature of Buyer

_________________


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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

Documents

Ravi Final Marketng Project