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Author(s):

Dr.Vadivel M | S.Sowmiya
Keywords:

Affordability ,Brand Competitiveness ,Consumer Perception ,Customer Satisfaction ,Indian Telecom Industry ,Pricing Strategy ,Transparency ,Value For Money ,Vodafone Idea (VI) ,Youth Segment.
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.