Impact Factor
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Volume 12 Issue 07
July 2026
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Abstract
In The Highly Competitive Indian Telecom Industry, Pricing Plays A Pivotal Role In Shaping Consumer Choices And Market Positioning. This Study Focuses On Vodafone Idea (VI), A Brand That Has Witnessed Significant Challenges And Transitions In Recent Years. The Research Explores How VI’s Pricing Strategy Influences Customer Perception, Satisfaction, And Competitiveness Against Major Rivals Like Jio And Airtel. Through Survey Analysis, The Study Identifies Youth And Low-income Groups As VI’s Core Customer Base, Evaluates Their Opinions On Pricing Transparency, And Examines Awareness Of VI’s Special Packs. Findings Reveal That While VI Is Perceived As Moderately Competitive And Value-for-money, Gaps Exist In Pricing Clarity, Plan Communication, And Network Reliability. The Study Concludes With Actionable Suggestions For VI To Strengthen Its Market Position By Balancing Affordability With Service Quality. JEL Classification Codes • D40 – Market Structure, Pricing, And Design • L11 – Production, Pricing, And Market Structure • L96 – Telecommunications • M31 – Marketing • O33 – Technological Change: Choices And Consequences.
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Paper ID
IJSARTV11I9104062
Publication Date
September 27, 2025
Research Area
Marketing