Analysis of Vodafone's Marketing Strategies and Consumer Behavior

This report provides an analysis of Vodafone's marketing strategies and consumer behavior. It begins by outlining the company's background and core products, followed by an examination of the customer's buying process, market segmentation, and the influence of internal and external factors on consumer behavior. The report then identifies key trends and issues facing Vodafone's customers, such as the need for improved service quality and enhanced social media presence. The 4Ps of marketing (Product, Price, Promotion, and Place) are then discussed in detail. Vodafone's low-price strategy is highlighted, along with its use of traditional and social media for promotion. The report concludes by referencing the sources used in the analysis. This assignment offers a comprehensive overview of Vodafone's marketing approach and consumer interactions.

Management
Presented by
(Name of the Student)

Company Background
• Vodafone in current business scenario is one of the leading
companies occupying a predominant place in the
telecommunication industry.
• Primary Products:
• Voice, messaging, data and fixed line solutions and devices

Buyer decision process
• On the very first stage, business experts
intend to identify the problem that
customers are facing while using products
• Second stage analyzes the kinds of product
designs are attracting the attention of
customers.
• Stage three is the evaluation of alternatives
• Final stage is the analyzing phase of post
purchasing behaviour of customers.

Market Segmentation

Market Segment of Customers
• As per geographic market segmentation, the organization has
targeted those customers who belong to populated cities of
Australia.
• Vodafone has targeted those people who belong to average
income status Both male and female customers got equal
priority and response from the business experts.
• On the other hand, the study has also evaluated that people
belonging to various cultural backgrounds and attitudes can
get equal response and priority.
• Therefore, the customers from various cultural and religious
backgrounds do not have to face challenges in using the
services of Vodafone.

Internal factors that influence each stage in relation to consumer
behaviour
• Attitude of the service providers
• Way of communication
• Overall internal structure of the organization
• Personal needs and demands

External factors and their
influence on consumer behaviour
• Political
• Economic
• Socio-cultural
• Technological

Key trends and issues facing
consumers
• The premium customers are not getting superior quality of services
due to the low price of products.
• The customers are having low social media presence.
• The organization like Vodafone is restricted within core products

4Ps of marketing strategies
• Product:
• Voice, messaging, data and fixed line solutions and devices are the core
services with which the organization is maintaining their business sustainability.
• Price:
• Only low price cost is the market strategy of Vodafone due to which people
belonging to high-income status tend to show their reluctance in using Vodafone
services.
• Promotion:
• Vodafone uses both traditional media as well as social media as their most
effective promotional platform.
• Place:
• Both online and offline stores of Vodafone are available in the market with
the help of which the business experts can easily sell their products to the
customers.

Reference List
• Ali, A., & Ahmad, I. (2016). Environment friendly products: factors that influence the
green purchase intentions of Pakistani consumers. Pakistan Journal of Engineering,
Technology & Science, 2(1).
• Dagher, G. K., & Itani, O. (2014). Factors influencing green purchasing behaviour:
Empirical evidence from the Lebanese consumers. Journal of Consumer
Behaviour, 13(3), 188-195.
• Frederiks, E. R., Stenner, K., & Hobman, E. V. (2015). Household energy use: Applying
behavioural economics to understand consumer decision-making and
behaviour. Renewable and Sustainable Energy Reviews, 41, 1385-1394.
• Hajli, N. (2015). Social commerce constructs and consumer's intention to
buy. International Journal of Information Management, 35(2), 183-191.
• Johnstone, M. L., & Tan, L. P. (2015). Exploring the gap between consumers’ green
rhetoric and purchasing behaviour. Journal of Business Ethics, 132(2), 311-328.
• Joshi, Y., & Rahman, Z. (2015). Factors affecting green purchase behaviour and future
research directions. International Strategic management review, 3(1-2), 128-143.