A STUDY ON AIRTEL VS VODAFONE

INDEX SR NO. 1. 2. 3. 4. 5. 6. TOPIC OBJECTIVES OF THE STUDY INTRODUCTION RESEARCH METHODOLOGY RESEARCH DESIGN TOOLS OF DATA COLLECTION DATA ANALYSIS AND INTERPRETATION PAGE NO.

7. 8. 9.

LIMITATION QUESTIONNAIR CONCLUSION

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OBJECTIVE
1. A study on the effectiveness of recent advertisement campaign of Vodafone & Airtel. 2. To find out which telecom company have good advertising and what type of advertising buyers like most. 3. To know the role of advertisements on the buying behavior of the customer. 4. To know which telecommunication has creative advertising. 5. To know the advertisement by Airtel & Vodafone catch buyers attention or not. 6. To study customer buying behavior and factors which influence the purchase decision process

INTRODUCTION
WHAT IS ADVERTISING Advertising is a non-personal form of promotion that is delivered through selected mediaoutlets that, under most circumstances, require the marketer to pay for message placement. Advertising has long been viewed as a method of mass promotion in that asingle message can reach a large number of people. But, this mass promotion approach presents problems since many exposed to an advertising message may not be within the marketers target market, and thus, may be an inefficient use of promotional funds. However, this is changing as new advertising technologies and the emergence of new media outlets offer more options for targeted
THE IMPACT OF ADVERTISING AS PROMOTIONAL STRATEGYPage 2

advertising.Advertising also has a history of being considered a one-way form of marketing communication where the message receiver (i.e., target market) is not in position to immediately respond to the message (e.g., seek more information). This too is changing. For example, in the next few years technologies will be readily available to enable a television viewer to click a button to request more details on a product seen on their favorite TV program. In fact, it is expected that over the next 10-20 years advertising will move away from a one-way communication model and become one that is highly interactive. Another characteristic that may change as advertising evolves is the view that advertising does not stimulate immediate demand for the product advertised. That is, customers cannot quickly purchase a product they see advertised. But as more media outlets allow customers to interact with the messages being delivered the ability of advertising to quickly stimulate demand will improve.

IMPORTANCE OF ADVERTISING Spending on advertising is huge. One often quoted statistic by market research firm Zenith Optimedia estimates that worldwide spending on advertising exceeds (US) $400 billion. This level of spending supports thousands of companies and millions of jobs. In fact, in many countries most media outlets, such as television, radio and newspapers, would not be in business without revenue generated through the sale of advertising. While worldwide advertising is an important contributor to economic growth, individual marketing organizations differ on the role advertising plays. For some organizations little advertising may be done, instead promotional money is spent on other promotion options such a personal selling through a sales team. For some smaller companies advertising may consist of occasional advertisement and on a very small scale, such as placing small ads in the classified section of a

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local newspaper.But most organizations, large and small, that rely on marketing to create custom er interest are engaged in consistent use of advertising to help meet marketing objectives. This includes regularly developing advertising campaigns, which involve a series of decisions for planning, creating, delivering and evaluating an advertising effort. We will cover advertising campaigns in greater detail in our next tutorial.

MANAGING ADVERTISING DECISIONS: Delivering an effective marketing message through advertising requires many different decisions as the marketer develops their advertising campaign. For small campaigns, that involve little creative effort, one or a few people may handle the bulk of the work. In fact, the Internet has made do-it-yourself advertising an easy to manage process and has especially empowered small businesses to manage their advertising decisions. As we will see, not only can small firms handle the creation and placement of advertisements that appear on the Internet, new services have even made it possible for a single person to create advertisements that run on local television. For instance, a company called Spot Runner allows users to select from a list of high-quality television ads that can be customized and then placed within local cable television programming. For larger campaigns the skills needed to make sound advertising decisions can be quite varied and may not be easily handled by a single person. While larger companies manage some advertising activities within the company, they are more likely to rely on the assistance of advertising professionals, such as those found at advertising agencies, to help bring their advertising campaign to market . TYPES OF ADVERTISING:

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If you ask most people what is meant by type of advertising, invariably they will respond by defining it in terms of how it is delivered (e.g., television ad, radio ad, etc.).But in marketing, type of advertising refers to the primary focus of the message being sent and falls into one of the following four categories:

PRODUCT-ORIENTED ADVERTISING: Information most advertising spending is directed toward the promotion of a specific good, service or idea, what we have collectively labeled as an organizations product. Inmost cases the goal of product advertising is to clearly promote a specific product to a targeted audience. Marketers can accomplish this in several ways from a low-key approach that simply provides basic about a product (informative advertising) to blatant appeals that try to convince customers to purchase a product (persuasive advertising) that may include direct comparisons between the marketers product and its competitors offerings (comparative advertising). However, sometimes marketers intentionally produce product advertising where the target audience cannot readily see a connection to a specific product. Marketers of new products may follow this teaser approach in advance of a new product introduction to prepare the market for the product. For instance, one week before the launch of a new product a marketer may air a television advertisement proclaiming After next week the world will never be the same but do so without any mention of a product or even the company behind the ad. The goal is to create curiosity in the market and interest when the product is launched.

IMAGE ADVERTISING:

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Image advertising is undertaken primarily to enhance an organizations perceivedimportance to a target market. Image advertising does not focus on specific products as much as it presents what an organization has to offer. In these types of ads, if products are mentioned it is within the context of what we do rather than a message touting the benefits of a specific product. Image advertising is often used in situations where an organization needs to educate the targeted audience on some issue. For instance, image advertising may be used in situations where a merger has occurred between twocompanies and the newly formed company has taken on a new name, or if a company has received recent negative publicity and the company wants to let the market know that they are about much more than this one issue.

ADVOCACY ADVERTISING: Organizations also use advertising to send a message intended to influence a targeted audience. In most cases there is an underlying benefit sought by an organization when they engage in advocacy advertising. For instance, an organization may take a stand on a political issue which they feel could negatively impact the organization and will target advertisements to voice their position on the issue . PUBLIC SERVICE ADVERTISING: In some countries, not-for-profit organizations are permitted to run advertisementsthrough certain media outlets free-of-charge if the message contained in the ad concerns an issue viewed as for the greater good of society. For instance, ads directed at social causes, such as teen-

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age smoking, illegal drug use and mental illness may run on television, radio and other media without cost to organizations sponsoring the advertisement.

RESEARCH METHODOLOGY
The research methodology that I undertook for the purpose of this study is enumerated belowPRIMARY DATA COLLECTION: This consisted questionnaire and interaction from various people. A focus group study will be conducted to design the customer survey questionnaire with a sample size of 50respondents. The survey was conducted in Walkeshwar, Mumbai.

Questionnaire: The questionnaire was prepared keeping in line with the objectives of the study. It is a set of definite questions formed to collect the required facts or opinions from others while preparing

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the questionnaire attention must be given to the number of question, type of questions according of question and the sequence of questionnaire etc. 1. Survey Method: The survey technique is used to secure one or more information from a sample of respondents or informer presenting longer group. The information is collected with the help of a form known as Questionnaire or schedule. 2. Field survey: It is the direct form of investigation involving face to face communication and free feedback of information between the respondents and the interviewers.

SECONDARY DATA COLLECTION: Sources of secondary data were primarily the Internet, journals, newspaper, annualreport, database available in the library, catalogues and presentations. Secondary data are collected by: 1. Internal sources 2. Magazines 3. Internet The data collected from respondents was processed in following manner. 1. Tabulation:

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The data collected from respondents through questionnaires and meeting aretabulated arranged gives schematic presentations. 2. Graphical representation: The tabulated data is represented graphically in order to provide easyinterpretations. 3. Interpretation: It is based upon the tabulation. It gives inference about the issues presented in question and the collected against it. We do believe that we are on the threshold of an exciting new opportunity where we can play a significant role in redefining and reshaping the telecom sector. Given the quality of our parentage and commitment of our team, there are no limit tour growths.

RESEARCH DESIGN: DESCRIPTIVE Descriptive studies are well structured, they tend to be rigid and its approach cannot be changed every now and then. Descriptive study can be divided in two categories: (A) Cross sectional, and (B) Longitudinal Descriptive study are undertaken in many circumstances: 1. When the researcher is interested in knowing the characteristics of certain groups such as age, profession. 2. When the researcher is interested in knowing the proportion of people in given population who have behaved in a particular manner, making projection of certain things. The objective of this

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kind of study is to answer the why, who, what, when and how of the subject under consideration. I will be taking descriptive because my research includes the knowing the buying behavior of customer towards advertisement. I will be working on to know how people of various age groups respond to different advertising or their perception towards advertisement. Also my survey is related to two companies AirTel and Vodafone.

TOOLS OF DATA COLLECTION

OPEN ENDED: They give the respondents complete freedom to decide the form, length and detail of the answer. Open questions are preferred when the researchers is interested in knowing what is upper most in the mind of respondents. CLOSED ENDED QUESTIONS: This type of questions have only two type of answer, yes or no. true or false etc SAMPLE UNITSAMPLE UNIT: - Walkeshwar, Mumbai

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The research process was done by interacting with number of customers during the research process was done by interacting with number of customers during the activities performed, which included, markets, cold calling, canopies, etc. activities performed, which included, markets, cold calling, canopies, etc. SAMPLE DESIGNSAMPLE DESIGN: It consists of random sampling. SAMPLE SIZESAMPLE SIZE: - 50 people

DATA ANALYSIS AND INTERPRETATION

After the data collection, it was compiled, classified and tabulated manually and with help of computer. Then the task of drawing inferences was accomplished with the help of percentage and graphic method. Different suggestions given by me to the Company after analyzing the views of every respondent are also given in the report. Keeping in mind the objectives of the study, the survey was being done and following interpretation was being drawn. DEMOGARPHIC FEATURES OF RESPONDENTS
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1. SEX RATIO OF THE RESPONDENTS

S.NO
A B

PARTICULARS Male Female

NUMBER 39 11

%AGE 78% 22%

SEX RATIO OF THE RESPONDENTS

22%

Male Female

78%

INTERPRETATION: The graphical representation of the table shows that out of 50respondents 39 were male and 11 were female.

2. AGE GROUP OF RESPONDENTS

S.NO A B C D

PARTICULARS 15-25 25-35 35-45 45 Above

NUMBER 21 18 6 5

%AGE 42% 36% 12% 10%

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AGE GROUP OF RESPONDENTS

10% 12% 42%

15-25 25-35 35-45 45 Above

36%

INTERPRETATION: The graphical representation of the table shows that out of total respondents 42% were of age 15-25, 36% 25-35, 12% 35-45, and rest were above 45.

3. LITERACY RATE AMONG THE RESPONDENTS

S.NO A B C D

PARTICULARS Matriculate Intermediate Graduation Post-Graduation

NUMBER 8 17 19 6

%AGE 16% 34% 38% 12%

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LITERACY RATE AMONG THE RESPONDENTS

12%

16%

Matriculate Intermediate Graduation

38%

Post-Graduation
34%

INTERPRETATION: The graphical representation of the table shows that out of total respondents 8 were matriculate, 17 were intermediate, 19 graduate and rest 6 were postgraduate.

4. Who is your current service provider?

S.NO A B C

PARTICULARS Airtel Vodafone Others

NUMBER 14 25 11

%AGE 28% 50% 22%

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Who is your current service provider?

22%

28%

Airtel Vodafone Others

50%

INTERPRETATION: The 14 person were used Airtel and 25 person were used Vodafone and 11 were used other.

5. For how long you are using this mobile connection? AIRTEL

S.NO A B

PARTICULARS Less Than 6 Months 6 to 12 Months

NUMBER 2 3

%AGE 14% 21%

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Above 12 Months

65%

For how long you are using this mobile connection?

14%

Less Than 6 Months

21% 65%

6 to 12 Months

Above 12 Months

INTERPRETATION: Two people were used since six month and three were used since twelve months and nine were used since two year.

VODAFONE

S.NO A B C

PARTICULARS Less Than 6 Months 6 to 12 Months Above 12 Months

NUMBER 1 3 21

%AGE 4% 12% 84%

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For how long you are using this mobile connection?

4% 12%

Less Than 6 Months 6 to 12 Months Above 12 Months

84%

INTERPRETATION: The one person was used since six months and three were used since one year and twenty were used since two year.

OTHERS

S.NO A B C

PARTICULARS Less Than 6 Months 6 to 12 Months Above 12 Months

NUMBER 1 2 8

%AGE 9% 18% 73%

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For how long you are using this mobile connection?

9%

18%

Less Than 6 Months 6 to 12 Months Above 12 Months

73%

INTERPRETATION: The one person was used since six months and two were used since one year and eight were used since two year.

6. What was the reason for choosing this mobile connection? AIRTEL

S.NO PARTICULARS A Recommended by Friends and relative B Recommended by Retailer C Brand Image

NUMBER 5 2 1

%AGE 36% 14% 7%

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Advertisement

43%

What was the reason for choosing this mobile connection?

Recommended by Friends and relative
36% 43%

Recommended by Retailer

Brand Image
Advertisement
7% 14%

INTREPRETATION: Five were recommended by friends and relative and two were by retailer and one was by brand image and six were by advertisement.

VODAFONE

S.NO A B C D

PARTICULARS Recommended by Friends and relative Recommended by Retailer Brand Image Advertisement

NUMBER 6 2 7 10

%AGE 24% 8% 28% 40%

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What was the reason for choosing this mobile connection?

Recommended by Friends and relative Recommended by Retailer
8%

24% 40%

Brand Image Advertisement

28%

INTREPRETATION: Six were recommended by friends and relative and two were by retailer and seven were by brand image and ten were by advertisement.

OTHERS

S.NO PARTICULARS A Recommended by Friends and relative B Recommended by Retailer C Brand Image

NUMBER 2 2 6

%AGE 18% 18% 55%

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Advertisement

9%

What was the reason for choosing this mobile connection?

9% 18%

Recommended by Friends and relative Recommended by Retailer

18%

Brand Image
Advertisement

55%

INTREPRETATION: Two were recommended by friends and relative and two were by retailer and six were by brand image and one was by advertisement.

7. While purchasing a connection does advertisement plays any role?

S.NO

PARTICULARS

NUMBER

%AGE

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A B

Yes No

42 8

84% 16%

While purchasing a connection does advertisement plays any role?

16%

Yes No

84%

INTERPRETATION: The forty two people were saying yes and eight were says no.

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8. From where you watch the advertisement most?

S.NO A B C D

PARTICULARS Television Radio Newspaper Magazines

NUMBER 31 0 11 8

%AGE 62% 0% 22% 16%

From where you watch the advertisement most?

16%

Television
Radio
22% 62%

Newspaper Magazines

0%

INTERPRETATION: The mostly people sees advertisement in the television.

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9. Which telecommunication has good advertisements?

S.NO A B C

PARTICULARS Airtel Vodafone Others

NUMBER 21 24 5

%AGE 42% 48% 10%

Which telecommunication has good advertisements?

10%

42%

Airtel Vodafone Others

48%

INTERPRETATION: Mostly Vodafone have good advertisement.

10. How well advertisements of the Airtel catch your attention?

S.NO PARTICULARS A Very Well B Somewhat Well C Undecided

NUMBER 22 12 6

%AGE 44% 24% 12%

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Not At All

10

20%

How well advertisements of the Airtel catch your attention?

20%

Very Well
44% 12%

Somewhat Well

Undecided
Not At All
24%

INTERPRETATION: The 22 person says very well and 12 person says somewhat well and 6 were undecided and 10 were says no.

11. How well did the advertisement of Vodafone catch your attention?

S.NO PARTICULARS A Very Well

NUMBER 26

%AGE 52%

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B C D

Somewhat Well Undecided Not At All

10 6 8

20% 12% 16%

How well did the advertisement of Vodafone catch your attention?

16%

Very Well
12% 52%

Somewhat Well
Undecided Not At All
20%

INTERPRETATION: The 26 person says very well and 10 person says somewhat well and 6 were undecided and 8 were says no.

12. Do you think that advertisement made by company informs you about their new products?
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S.NO
A B C

PARTICULARS Yes No Undecided

NUMBER 34 12 4

%AGE 68% 24% 8%

Do you think that advertisement made by company informs you about their new products?
8%

24%

Yes No
68%

Undecided

INTERPRETATION: The 34 people say yes and 12 people say no and 4 people were no response.

13. Based on advertisements made by company, would you like to go for more connection for you or your family in future?

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S.NO
A B C

PARTICULARS Yes No Undecided

NUMBER 38 7 5

%AGE 76% 14% 10%

Based on advertisements made by company, would you like to go for more connection for you or your family in future?
10% 14% Yes No Undecided 76%

INTERPRETATION: The 38 people say yes and 7 people say no and 5 people were no response.

14. Do you collect any information search before making purchase?

S.NO
A B

PARTICULARS Yes No

NUMBER 42 8

%AGE 84% 16%

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Do you collect any information search before making purchase?

16%

Yes
No

84%

INTERPRETATION: The forty two people were saying yes and eight were says no.

15. If yes, which sources are used?

S.NO PARTICULARS A Operators References B Dealers C Advertisements

NUMBER 5 8 25

%AGE 10% 16% 50%

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D E F

Magazines Reference From Friends And Relatives Any Other

4 6 2

8% 12% 4%

If yes, which sources are used?

4% 12% Dealers 8% 16% Advertisements Magazines Reference From Friends and Relatives Any Other 50% 10% Operators References

16. Which of these types of Airtel advertisement attracts you while purchasing any connection?

S.NO

PARTICULARS

NUMBER

%AGE

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A B C D

Good Network ads Discount Scheme ads Value Added Services ads Celebrity Used ads

8 6 10 26

16% 12% 20% 52%

Which of these types of Airtel advertisement attracts you while purchasing any connection?
16%

Good Network ads

12% 52% 20%

Discount Scheme ads Value Added Service ads Celebrity Used ads

INTERPRETATION: The twenty six people were saying they attract by celebrity used in advertisement, and Ten by value added services advertisement.

17. Which of these types of Vodafone advertisement attracts you while purchasing any connection?

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S.NO PARTICULARS A Good Network ads B Discount Scheme ads C Value Added Services (Zoo Zoo) ads

NUMBER 2 6 42

%AGE 4% 12% 84%

Which of these types of Vodafone advertisement attracts you while purchasing any connection?
4% 12%

Good Network ads Discount Scheme ads Value Added Services (Zoo Zoo) ads

84%

INTERPRETATION: The forty two people were saying they attract by value added services advertisement (ZOO ZOO).

LIMITATIONS

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No project is without limitations and it becomes essential to figure out the various constraints that we underwent during the study. The following points in this direction would add to our total deliberations: -

During the study, on many occasions the respondent groups gave us a cold shoulder. The respondents from whom primary data was gathered any timesdisplayed complete ignorance about the complete branded range, which was being studied.

Lack of time is the basic limitation in the project. Some retailers/whole sellers refuse to cooperate with the queries. Some retailers/wholesalers gave biased or incomplete informationregarding the study. Lack of proper information and experience due to short period of time. Some retailers did not answer all the questions or do not have time to answer.

QUESTIONNAIRE
Dear Sir/Madam THE IMPACT OF ADVERTISING AS PROMOTIONAL STRATEGYPage 33

I am a student of M.Com -1 Semester at H.R. College Commerce and Economics doing a project on

THE IMPACT OF ADVERTISING AS PROMOTIONAL STRATEGY ON BUYER BEHAVIOUR: - A STUDY ON AIRTEL V/S VODAFONE
Please co-operate to fill this questionnaire.

1. Name _________________________________________ 2. Sex: (a) Male (b) Female

3. Age: a) 15-25 b) 25-35 c) 35-45 d) Above 45 4. Education: a) Matriculate b) Intermediate c) Graduation d) Postgraduate 5. Who is your current service provider? a) Airtel b) Vodafone c) Any other

6. For how long you are using this mobile connection? a) Less than 6 months.
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b) 6 to 12 months. c) Above 12 months. 7. What were the reasons for choosing this mobile connection? a) Recommended by friends or relatives. b) Recommended by retailers. c) Brand image d) Advertisement 8. While purchasing a connection advertising plays any role Yes No

9. From where you watch the advertisement most a) Television b) Radio c) Newspaper d) Magazines 10. Which telecommunication has creative advertising? a) Airtel b) b) Vodafone c) c) Any other

11. How well did advertisement of the Airtel catch your attention? a) Very well

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b) Somewhat well c) Undecided d) Not at all. 12. How well did the advertisement of the Vodafone catch your attention? a) Very well b) Somewhat well c) undecided d) Not at all 13. Do you think that advertisement made by company informs you about their products? a) Yes b) No c) Undecided 14. Do you collect any information search before making purchase? Yes 15. If yes, which sources are used? a) Magazines b) Dealers c) Operators references d) Advertisement e) Reference from friends and relatives f) Any other 16. Which of these types of Airtel advertisement attracts you while purchasing any connection? No

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a) Good Network ads b) Discount scheme ads c) Value added services ads d) Celebrity used ads 17. Which of these types of Vodafone advertisement attracts you while purchasing any connection? a) Good Network ads b) Discount scheme ads c) Value added services (Zoo Zoos) ads

Thanks for your valuable time and co-operation

CONCLUSIONS
People prefer watching advertisement on television. Respondents like to purchase new mobile connection based on advertisements. As per the data collected through
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the survey mentioned above, maximum respondents were in favor of that, Vodafones advertising is better than other companies. Maximum number of respondents was in favor of that, they would like to purchase more connection of the company with good advertisement policy.

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