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A comparative study on various plans and offers provided by VODAFONE and AIRTEL and consumer response towards these plans. A case study of Allahabad cityMASTERS OF BUSINESS ADMINIATRATION


SUBMITTED BY:Kuldeep Singh Enrol no. 8NBAH042 ol

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CERTIFICATEThis is to certify that Mr.Kuldeep Singh assigned the research project on A comparative study on various plans and offers provided by VODAFONE and AIRTEL and consumer response towards these plans A case study of Allahabad city. He has submitted this project report in accordance with the guide lines. To the best of my knowledge this is his original work and not submitted else where for reward of any other degree or any diploma.


PROJECT GUIDE MRS. Monika Meharotra

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5 6 7-1011-15 16-34 35-37 38-40 41-41




42-4243-43 44-

49-51 52-55 56-5758-59


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ACKNOWLEDGEMENTAn individual cannot do project of this scale. I take this opportunity to express my acknowledgement and deep sense of gratitude to the individuals for rendering valuable assistance and gratitude to me. Their inputs have played a vital role in success of this project.

I express my sincere thanks to my project guide Mrs. Monika Meharotra her generous support, constant direction and mentoring at all stages of training.

I take this opportunity to thank all dealers, customers who spared their precious time to provide me with valuable inputs for project without which it would have not been possible.

I firmly believe that there is always a scope of improvement. I welcome any suggestions for further enriching the quality of this report.

Kuldeep Singh Enroll no. 8NBAH042

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A comparative study on various plans and offers provided by VODAFONE and AIRTEL and consumer response towards these plans A case study of Allahabad city

OBJECTIVE:1. How people of different age group respond to ADVERTISEMENT. 2. Positioning strategies use by telecom companies and their impact on customer. 3. To find out relative customer perception. 4. To find out which telecom company have good plans and what type of plans subscriber like. 5. Role of tariff plans on the buying behavior of the customer.

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INTRODUCTIONCustomerA customer is an individual who purchase or has the capacity to purchase goodsand services offered for sale by marketing institutions in order to satisfy personal or

household needs, wants or desires.According to a statement made by Mahatma Gandhi, customer refers to the following, A consumer is the most important visitor on our premises. He is not dependent on us. We are dependent on him. He is not an outsider to our business. He is part of it. We are not doing him a favour by serving him. He is doing us a favour

by giving us an opportunity to do so. So customer is like the blood of our business and also a satisfied customer is a word of mouth advertisement of a product / services.

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CUSTOMER SATISFACTIONEvery human being is a consumer of different produces. If there is no consumer, there is no business. Therefore, consumer satisfaction is veryimportant to every business person. According to Philip Kotler consumer satisfaction is defined on, personal feeling of pleasure resulting from comparing a products pursued performance

in relation to his /her expectations.Consumer attitude measurements are taken on either potential buries or existing clients buries in order to identify their characteristics. Why should the competent market engineer conduct consumer research? Consumers surverys can provide the researcher with a wealth of information, valuable of the

marketing function. Detailed information regarding the customer in a market will provide thebasic platform for all marketing decisions. Marketing decision maker needs descriptive information about the total potential unit and dollar sales in each segment. Perhaps the most important one is that a seller need to be aware of the relevant objective and need of consumer and how their objectives might best be served by theproducts

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MARKETThe term market is derived from Latin Word Mercatus, which means to trade that is purchasing and selling of goods. It also means merchandise truthic place of

business. According to Pyle, Market includes both place and region in which buyers and sellers or in free competition with one another. MARKETINGMarketing includes all the impacts involved in the exchange process of transferring the possession and ownership of goods or services from the

producer to the ultimate consumers.


a. The foremost step is business aims at profit. b. For profit making he can sell the products. c. For selling the product he should create customers. d. For creating the customers, customers needs of preferences to be identified and satisfied. e. To satisfy the customers new product to be produced.

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Marketing is trying to learn, Who buy the products or services? How do they buy? When do they buy? Where do they buy? Why do they buy? How often they buy?It is otherwise called understand and predict human actions in their buying role. A marketer is act as consumers while them purchasing any goods /services, and try to market that product to an ultimate consumer. So, marketing is starts with consumer and ends with consumer. So, todays market is called on consumer market. It can be defined on, All the individuals and households who buy goods and services for personal consumption.So, the consumer satisfaction is get more importance in the

marketing functions.

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Importance of customer satisfactionThe needs to satisfy customer for success in any commercial enterprise is very obvious. The income of all commercial enterprise is derived from the payments received for the products and services supplied to its customers. If there is no customer there is no income and there is no business. Then the core activity of any company is to attract and retain customers. It is therefore no surprise that Peter Drucker the renowned management Guru, has said to satisfy the customers is the mission and purpose of every business. Satisfaction of customer is essential for retention of customers and for continuous sales of the products and services of the company to customers. This establishes the needs for and the importance of customer satisfaction. The satisfaction of consumers is different from one to another. Became, each consumer has the different behaviour in their life. So, the marketer satisfy the consumer, he must very well know the behaviour of consumer.

1.4.Consumer behaviour:The term consumer behaviour may be defined as the behaviour that consumer displays in searching for purchasing, using, evaluating, producing, services and ideas which they expect will satisfy their needs. In other words, It is a study of physiological, social, physical, behaviours of all potential customer as they become aware of evaluation, purchase and consumption and tell other about products and services.

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INDUSTRY PROFILEToday the Indian telecommunications network with over 375 Million subscribers is second largest network in the world after China. India is also the fastest growing telecom market in the world with an addition of 9- 10 million monthly subscribers. The Department of Telecommunications has been able to provide state of the art world-class infrastructure at globally competitive tariffs and reduce the digital divide by extending connectivity to the unconnected areas. India has emerged as a major base for the telecom industry worldwide. Thus Indian telecom sector has come a long way in achieving its dream of providing affordable and effective communication facilities to Indian citizens. As a result common man today has access to this most needed facility. The reform measures coupled with the proactive policies of the Department of Telecommunications have resulted in an unprecedented growth of the telecom sector. According to TRAI, by the end of February, the total number of subscribers had reached 413 million. Of this, 91% were mobile phone subscribers. The rising number of subscribers has pushed the tele-density to 35.62% showing a stupendous annual growth of about 50%, one of the highest in any sector of the Indian Economy. Also industry estimates show that telecom industry in India will witness a compound annual growth rate (CAGR) of 26% to reach 3, 44,921 crore by 2012. It is set to generate employment opportunities for close to 10 million. Indias telecom sector has shown massive upsurge in the recent years in all respects of industrial growth. From the status of state monopoly with very limited growth, it has grown in to the level of an industry. Telephone, whether fixed landline or mobile, is an essential necessity for the people of India. This changing phase was possible with the economic development that followed the process of structuring the economy in the capitalistic pattern. Removal of restrictions on foreign capital investment and industrial de-licensing resulted in fast growth of this sector.

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