Marketing strategy of Vodafone in India and the consumer’s attitude towards their services

Type :

Market study

Pages :

50 pages

Format :

.doc

Published date :

05/07/2009

Category :

Business & market

Sub category :

Marketing

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Summary :

Introduction
Indian mobile phone industry
SWOT analysis of Indian mobile phone industry
Competitive environment of Indian cell phone industry
Company profile
Vodafone in India
1. Entry of Vodafone in India
2. Benefits from Vodafone entry to India
3. What makes Vodafone [ti]Different[ti]?
4. Strategy of Vodafone in India
Research methodology
Analysis of primary data
Limitations
Conclusion
Recommendations
Annexure
Bibliography

Abstract

The de regulation in the INDIAN telecommunication markets since the beginning of the 1997s has brought about significant changes in the communication industry. The mobile telephone market has changed dramatically over the past 5 years in india. Mobiles have become so popular that many people use their handset as their only phone and rarely use a land line. The study of consumer's behavior is important because it helps in many activities like segmentation, target market selection, positioning, and product/service decision, pricing decision, distribution and promotion decision.
Model of consumer decision making process is helpful to understand the consumer behavior. It shows how the external and internal factors influence the consumer attitude formation and attitude change. The model reflects cognitive (or problem solving) consumer and, to some degree emotional consumer. Understanding consumer behavior and "knowing customers" is never simple. Customers may say one thing but do another. They may not be in touch with their deeper motivations. They may respond to influences that change their mind at the last minute. There is a need to identify the gap between consumer behavior, attitude and company practice. The findings of this study will be important to understand the consumer attitude, habits, opinion and their beliefs towards the product, and the attitude towards the company marketing efforts. The result of the study will help to make a suitable recommendation to fill the gap between consumer behavior and the company marketing efforts.