Research Report (Abhishek's Group)

7/30/2019 Research Report (Abhishek's Group)

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Marketing Research Report

On

Analysis of Buying Behavior of Mobile Phone

Service Subscribers

I n partial fu l fi llment of the requirement of research application in

Business course of PGDM programs

SUBMITTED TO: SUBMITTED BY:

Dr. Kamal K. Gupta GROUP NO. 03

Abhishek Pratap Singh (ROLL NO. 01)

Anup Kumar Gautam (ROLL NO. 08)

Nagendra Singh (ROLL NO. 32)

INMANTEC Business School Ghaziabad


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Table of Content

Executive summery Page No.

1. Introduction2

2. Literature review.5

3. Purpose of study.........................7

4. Research objectives ...........................8

5. Research hypotheses...9

6. Research methodology...10

6.1 Sampling & Sample Size.10

6.2 Data Requirements and Collection..10

6.3 Sources of Data...10

7. Data Analysis and Interpretation................12

7.1 Result of hypotheses.31

8. Finding ........35

9. Recommendation..36

10. Conclusion.37

.

References

Annexure

Questionnaire


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LIST OF TABLES

Sample Profile Page No.

1. Mobile Service Sample...12

2. Mobile network Sample..13

3. Mobile network providers Sample..14

4. Sample Profile of More than one network..14

5. Sample Profile from how long preferred....15

6. Sample Profile which factor influenced..16

7. Sample Profile of tariff plan....17

8. Sample Profile of satisfaction of tariff plan....18

9. rate the performance of service provider wise.....20

10.Sample Profile of changed service provider (with in 3 year)...21

11.Sample Profile of celebrity endorsement..21

12.Decision taken to subscribe...22

13.Sample Profile of Decision taken by someone..23

14.Change current service (in future)....24

15.Sample Profile of money spend (per month).25

16.Sample Profile of Gender..26

17.Sample Profile of Age group.27

18.Sample Profile of Education level.28

19.Sample Profile of Occupation...29

20.Sample Profile ofAnnual income.30

21.Preference of mobile service provider..31

22.Independent Samples Test.32

23.Satisfaction with tariff plan across income group.33

24.Independent Samples Test.34


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LIST OF FIGURES

Sample Profile PAGE NO.

1. Sample profile of mobile service.12

2. Sample profile of mobile network...133. Sample profile of mobile network...14

4. Sample profile of most preferred network operator15

5. Sample profile from how long preferred service.16

6. Sample profile which factor influenced to subscribe..17

7. Sample profile of tariff plan18

8. Sample profile of satisfaction of tariff plan19

9. Sample profile of changed service provider (with in 3 year)......22

10.Sample profile of celebrity endorsement23

11.Sample profile of Decision taken to subscribe24

12.Sample profile of Decision taken by someone...25

13.Sample profile of Change current service (in future)......26

14.Sample profile of money spend (per month).......26

15.Sample profile of Gender.....27

16.Sample profile of Age group...27

17.Sample profile of Education level...28

18.Sample profile of Occupation.29

19.Sample profile of Annual income...30


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Executive summary

Indian telecom industry has seen exponential growth in the recent years. With steady increase in

Purchasing power of the Indian middle class, the mobile phone market is also rapidly expanding-

both for handset manufacturers as well as cellular connection providers. Indian telecom industryis very competitive and customers are informed decision makers. These two factors are the keys

to the dynamic nature of trends and consumer behaviour in this market. In order to gauge

preferences, views and concerns of mobile phone customers, we carried out an exhaustive

research through a survey. Our research was conducted Ghaziabad city to observe the changing

trends, likes and dislikes of mobile users. We could sense a distinctive shift in the preferences

and priorities of an Indian consumer. Consumer is focused more on quality of the service being

provided. The research finding that the companies need to be competent in delivery of their

services and ensuring customer satisfaction for a sustainable growth in the telecom sector. The

present study conducted on 190 mobile phone users of various mobile phone service providers

such as Vodafone, Airtel, BSNL, Reliance, Idea, Tata Indicom and few other players. The results

derived from the study indicate that the factor that induces the consumers to buy a particular

mobile phone operator is call tariffs followed by network coverage and brand image. The study

also highlights that majority of deponents are satisfied with the value added services offered by

their mobile phone service providers. During our research, we realized that 48% of the research

participants want better network coverage and 23% want better tariff plan. Based on our research

findings and our in-person interaction with the participants, in this edition of Indian Mobile

Users, Experience Monitor, we have made a number of recommendations for the companies so

as to help them improve their services for the mobile users in India.


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1. Introduction


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Introduction

The booming revolution in Information Technology sector has pushed the Indias telecom

market. India has shown tremendous growth in past few years in terms of cellular services. Since

past few years consumers prefer wireless mode of telephone services to wire line services. TheIndustry has grown over twenty times in just ten years, from under 37 million subscribers in the

year 2001 to over 846 million subscribers in the year 2011. India hasthe worlds second- largest

mobile phone user base with over 929.37 million users as of May 2012. In the last 3 years, two

out of every three new telephone subscribers were wireless subscribers. Consequently, wireless

now accounts for 54.6% of the total telephone subscriber base, as compared to only 40% in 2003.

The wireless technologies currently in use are Global System for Mobile Communications (GSM)

and Code Division Multiple Access (CDMA). There are primarily 9 GSM and 5 CDMA

operators providing mobile services in 19 telecom circles and 4 metro cities, covering 2000

towns across the country Cell phones are a vast improvement over the telecommunications

technology of the past, and now become an important asset in todays busy life. Cell phones have

become the necessity in todays competitive environment to meet the emerging global economy.

India is a developing economy and we are moving ahead compared to other similar economies in

rapid speed. Communication is the key to growth and a mobile-phone is an essential part of this

communication factor. This research paper focuses on the different purposes people use their

mobile phones and their criteria of selection of a service provider in their region. Apart from that,

with the new introduction of Mobile Number Portability (MNP) scheme there have been quite a

lot of transitions of service-providers among the customers. This research paper focuses on

specific factors pertinent to a service provider, which is fueling this transition, mapped to a

service-provider level. 190 people in India from GHAZIABAD have been surveyed to conduct

this research. The Mode of Study The data was collected through sampling method. I had taken

190 as my sample size. In this research I used the method of Questionnaire. Questionnaire was

given and filled by the consumers of various age groups. The research is of strong significance

to the existing mobile service subscriber. Analysis of various factors and inputs collected in the

study shows varying customer satisfaction levels across different mobile subscribers. The

research suggests certain service aspects that the existing players should focus more closely to

allure the customers with better services and at the same time to retain the existing customers.


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The Indian telecom sector, seen as providing the most affordable service in the world, has grown

by leaps and bounds in the last decade. Consumer behavior based on the satisfactory level of the

consumers with the providers or companies. There are different factors and determinants which

affect -in their service from one service to another.

The Indian Telecommunications network with 110.01 million connections is the fifth largest in

the world and the second largest among the emerging economies of Asia. Today, it is the fastest

growing market in the world and represents unique opportunities for U.S. companies in the

stagnant global scenario. The total subscriber base, which has grown by 40% in 2005, is

expected to reach 250 million in 2007. According to Broadband Policy 2004, Government of

India aims at 9 million broadband connections and 18 million internet connections by 2007. The

wireless subscriber base has jumped from 33.69 million in 2004 to 62.57 million in FY2004-

2005. In the last 3 years, two out of every three new telephone subscribers were wireless

subscribers. Consequently, wireless now accounts for 54.6% of the total telephone subscriber

base, as compared to only 40% in 2003. Wireless subscriber growth is expected to bypass 2.5

million new subscribers per month by 2007. The wireless technologies currently in use are

Global System for Mobile Communications (GSM) and Code Division Multiple Access

(CDMA). There are primarily 9 GSM and 5 CDMA operators providing mobile services in 19

telecom circles and 4 metro cities, covering 2000 towns across the country.

Cell phones are a vast improvement over the telecommunications technology of the past, and

now become an important asset in todays busy life. Cell phones have become the necessity in

todays competitive environment to meet the emerging global economy

It was Started in 1851, when the first operational land lines were laid by the government near

Calcutta (seat of British power). Telephone services were introduced in India in 1881. In 1883

telephone services were emerged with the postal system. Indian Radio Telegraph Company (IRT)

was formed in 1923. After independence in 1947, all the foreign telecommunication companies

were nationalized to form the Posts, Telephone and Telegraph (PTT), a monopoly run by thegovernment's Ministry. Telecom sector was considered as a strategic service and the government

considered it best to bring under state's control. The first wind of reforms in telecommunications

sector began to flow in 1980s when the private sector was allowed in telecommunications

equipment manufacturing. In 1985, Department of Telecommunications (DOT) was established.

It was an exclusive provider of domestic and long distance service that would be its own


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regulator (separate from the postal system). In 1986, two wholly government-owned companies

were created: the Videsh Sanchar Nigam Limited (VSNL) for international telecommunications

and Mahanagar Telephone Nigam Limited (MTNL) for service in metropolitan areas.

In 1997, Telecom Regulatory Authority of India (TRAI) was created. TRAI was formed to act as

a regulator to facilitate the growth of the telecom sector.. Telecommunication sector in India can

be divided into two segments: Fixed Service Provider (FSPs), and Cellular Services. Fixed line

services consist of basic services, national or domestic long distance and international long

distance services. The state operators (BSNL and MTNL), account for almost 90 per cent of

revenues from basic services. Private sector services are presently available in selective urban

areas, and collectively account .Global System for Mobile Communications (GSM) and Code

Division Multiple Access (CDMA). The GSM sector is dominated byAirtel, Vodfone-Essar, and

Idea Cellular, while the CDMA sector is dominated by Reliance and Tata Indicom. Opening up

of international and domestic long distance telephony services are the major growth drivers for

cellular industry. Cellular he tariffs on airtime, which along with rental was the main source of

revenue. The reduction in tariffs for airtime, national long distance, international long distance,

and handset prices has driven demand.


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2. Literature Review


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Literature Review

The usage of mobile phones has converted the world into a global village. The connectivity

across the global and at any hour of the day has reduced the distance among the people. (A study

of Mobile Usage Behavior of students of Himachal Pradesh University). The demographiccharacteristics of consumer impact the choice of service provider to a great deal. In India, youth

is the driver of the growth of the mobile services. But on the same time, it is found out that

gender also plays a significant role in choice of mobile phone usage as people make it a point

that what services they are purchasing are being in use. They purchase the features and

technology that they can understand.Since Government of India has allowed the private

participation in telecom sector, the competition has increased manifold which has impacted the

marketing strategy of the existing service provider. Initially state owned telecom service

providers had a monopoly in the market but in last few years, industry has witnessed a

tremendous change in the industry because of economic liberalization and hence it has forced the

companies to adopt the strategies which not only acquire customers but also look forward to

maintain them. It is important not only because company wants to have a huge base of customers

and a market share but also because the choice of other people are highly influenced by the

reference group. And if current customer base is not satisfied, there are few chances that

company will get new customers easily.The purchasing behavior of a customer does not depend

only on the features and technology of the mobile phone but also largely depends on the fact that

is the level of the services of the mobile service provider (Liu, 2002). Kalpana and

chinadurai(2006) found that advertisement play a dominant role in influencing the customers but

most of the customers are of opinion that promotional strategies of cellular companies are more

sale oriented rather than customer oriented. Haqueet al (2007) suggested that price, service

quality and availability, and promotional offer play a main role during the time to choose

telecommunication service provider. In a survey conducted in 2009, Indian mobile phone users

indicated diversity of services, reliable customer services and reasonable pricing as the main

features of quality of service (Prabhudesai, 2009).

Mobile phones, which were introduced around a decade ago in 19951996 in India, are

becoming the dominant means of accessing communication. At the end of 20052006, there

were 90 million mobile subscribers in India in comparison to 50 million subscribers for landlines.

The Telecom sector continued to register an impressive growth during the year 2012. The


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number of telephone subscriptions increased from 846.32 million to 951.34 million, registering a

growth of 12.41 %. The wireless subscriber base increased by 107.58 million and the wire line

subscriber base recorded a decline of 2.56 million. The wireless segment continued to dominate

with a total base of 919.17 million connections. The overall teledensity in the country increased

to 78.66 from 70.89. The rural teledensity increased to 39.22 from 33.79. The urban teledensity

increased to 169.55 from 157.32. The wireless subscriber base was 919.17 million as on 31 st

March 2012.In comparison to the subscriber base of 811.59 million as on 31st March 2011. It

added 107.58 million subscribers in the financial year 2011-12.Registering an annual growth rate

of about 13.26%. The total subscriber base of wireless services has grown from 165.11 million in

March, 2007 to 919.17 million in March, 2012 as depicted in Figure 1 below:

(Annual Report 2011-12 of Telecom Regulatory Authority of India)

Figure 1: Wireless Subscriber (in millions)

the increase in mobile phones has been phenomenal in comparison with landlines. According to

the latest TRAI report, the mobile tele-density (number of mobile phones per 100 inhabitants)

in India stands at 52.30 compared to 36.98% at the end of march 2009 (TRAI: annual report08-

09) and if the mobile growth rate continues at this pace we should cross 1 billion mobile market

in the end of the year 2012.That reason Indian telecom industry is one of the biggest industry.

(Source: Arun Prabhudesai, founder / chief editor at www.trak.in), (Source: India business blog-

track. in).


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3. Purpose of study


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Purpose of study

Inpast few years, the adoption of mobile phone has been increase rapidly in many parts of world,

and especially in India where cellular phones are now a days almost as common as wrist watch.

The Craze for mobile services in India is increasing substantially. There has number of playersare providing the mobile services like Reliance, Airtel, Vodafone, BSNL, MTNL, TATA

Indicom, Idea, Aircel and so on entered the telecom services market. India is currently the 2nd

largest Mobile Market in the world after China, adding nearly 10-12 million subscribers on

average monthly. Indian telecom industry underwent a high pace of market liberalization and

growth since 1990s and now has become the world's most competitive and one of the fastest

growing telecom markets. The Industry has grown over twenty times in just ten years, from

under 37 million subscribers in the year 2001 to over 846 million subscribers in the year 2011.

India has the worlds second- largest mobile phone user base with over 929.37 million users as

of May 2012. Most of the Metros and big cities have nearly come to a saturation point, however,

the current phase of growth in Indian Mobile Market is in Rural areas that is now accounting for

majority of growth in mobile space. . The wireless technologies currently in use are Global

System for Mobile Communications (GSM) and Code Division Multiple Access (CDMA). There

are primarily 9 GSM and 5 CDMA operators providing mobile services in 19 telecom circles and

4 metro cities, covering 2000 towns across the country. The purpose of this study is how

influence the various factor related to consumer behavior of mobile services.


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4. Research objectives


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Research objectives

The objectives of research discuss the various factor affecting the mobile phone users and

behavior of mobile service users particularly in regard to: Buying Motivations

Brand Preference

Price Sensitivity

Influence of promotional offers


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5. RESEARCH

HYPOTHESES


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Hypothesis

The hypothesis of study observes the impact of service parameters like, brand preference, price

of services, customer care, promotional offers, & buying motivations of customer satisfaction.

5.1. Hypotheses of the study

H1: There is significant difference in the customer satisfaction with tariff plan across preferred

mobile service provider.

H2: There is significant difference in the customer satisfaction with tariff plan between GSM and

CDMA customers.

H3: There is significant difference in the customer satisfaction with tariff plan across income

groups.

H4: is significant difference in the customer satisfaction with tariff plan between males and

females.


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6. Research methodology


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Research methodology

This research study was conducted through a survey. Therefore, this research is based on

descriptive research. This is the best research method to understand public opinion regarding anyIssue. So this method can help to produce the precise result.

To achieve the above-mentioned objectives & to proved these hypotheses, the study was

doing through Survey method.

Questionnaires were filled by personally interviewing various customers.

Interview technique use to get the valid & reliable data.

6.1 Sampling & Sample SizeA sample is a set or a group of population under study. Sampling is the process of selecting such

set or group from bigger population, with which study can be performed. Random sampling

technique was used for survey. A Pilot survey conducted on 190 respondents in the Ghaziabad.

We selected the various malls in Ghaziabad like Opulant, Ansal, Shipra and Choudhry mall.

It took 3 weeks time to collect responses from the respondents.

6.2 Data Requirements and CollectionPrimary Source: Data was collected by using questionnaire and by interviewing variety of

customer directly.

Secondary Source : Secondary source of data is includes : published articles, research papers,

published books, different research work done previously , relevant papers or journals, magazine

etc. And also used other different types of reports from Internet sites and blogs etc. Benchmark

values will collect from several circulars issued by TRAI.

6.3 Data Analysis Technique

In this study we have taken ANOVA test, Independent t-test analysis and result interpretation

tool.


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6.4 Limitations

This research is limited to mobile service industry but could be beneficial to other service sector

to understand the customer perception wherever required.

The survey is limited with five basic parameters.

Geographical location is limited to Ghaziabad area.


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7. Data Analysis and

Interpretation


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Data Analysis and Interpretation

Mobile Service Wise

Among all respondents, 159 respondents that 83.68% are using the pre-paid and 31 respondentsthat 16.32 are using post-paid services. It is clear that majority of pre-paid subscriber are more

than post-paid subscriber.

Table 1: Mobile Service Sample Profile

Mobile Services Number of Respondents % of Respondents

Pre-paid 159 83.68

Post-paid 31 16.32

Figure 1: Sample profile of mobile service

Regarding the mobile network Wise

There are 173 respondents (91.05%) using GSM and 17 respondents (8.95%) using CDMA

mobile network, according to this figure GSM subscribers are more than CDMA subscribers

84%

16%

Mobile Service

Pre-paid

Post-paid


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Table 2: mobile network Sample Profile

Mobile network No. Of respondent % of respondent

GSM 173 91.05

CDMA 17 8.95

Figure 2: Sample profile of mobile network

Mobile service provider/s do you use wise

As per the subscriber has responded to subscribe 16.90% BSNL (49 respondent), 19.66% Aritel

(57 respondent), 16.55% Aircel (48 respondent), 16.90% Vodafone (49 respondent), 11.72% Idea

(34 respondent), 17.24% Reliance (50 respondent), and 1.03% other (3 respondent) out off 190

respondent.

Table 3: Mobile network providers Sample Profile

Services No. of respondent % of respondent

BSNL 49 16.90

Airtel 57 19.66

Aircel 48 16.55

Vodafone 49 16.90

Idea 34 11.72

Reliance 50 17.24

Other 3 1.03

91%

9%

Mobile network

GSM

CDMA


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Figure 3: Sample profile of mobile network

Subscribed more than one network operator wise

Among all respondents 50 respondents that 26.32% are fall in the Airtel, 39 respondents that is

20.53% is the Vodafone, 29 respondents that is 15.26% is the Aircel, 26 respondents that is 13.68

is the Reliance, 25 respondents that is 12.63% is the BSNL, 19 respondents that is 10% is the Idea,

and rest of 2 respondents that is 1.05% is the preferred the Others network. It is clear that Airtel is

the most preferred network.

Table 4: Sample Profile of More than one network subscribed

Network Operator No. Of respondent % of respondent

BSNL 25 12.63

Airtel 50 26.32

Aircel 29 15.26

Vodafone 39 20.53

Idea 19 10.00

Reliance 26 13.68

Other 2 1.05

17%

20%

16%

17%

12%

17%

1%

Service providers

BSNL

Airtel

Aircel

Vodafone

Idea

Reliance

Other


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Figure 4: Sample profile of most preferred network operator

From how long preferred service wise

Among all respondents 77 respondents that are 40.53% are availing of his service provider in 4

or more than 4 years, 49 respondents that is 25.79% are availing more than 3 years, 45

respondents that is 23.68% are availing more than 2 years and 19 respondents that is 10% are

availing 1 or less than 1 years. It clear that customer preferred long time is availing from hisservice.

Table 5: Sample Profile from how long preferred service

How long subscribed No. of respondent % of respondent

< 1 year 19 10.00

2 year 45 23.68

3 year 49 25.79

> 4 year 77 40.53

13%

26%

15%

21%

10%

14%

1%most preferred network

BSNL

Airtel

Aircel

Vodafone

Idea

Reliance

Other


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Figure 5: Sample profile from how long preferred service

Factor influenced to subscribe the service wise

Among all respondents 92 respondents that is 48.42% are influenced by Network, 44

respondents that is 23.16% are influenced by Tariff, 32 respondents that is 16.84% are

influenced by Brand image, 11 respondents that is 5.79% are influenced by Customer Service, 9

respondents that is 4.75% are influenced by Internet service and rest of that is 2 respondents

influenced by Others.

Table 6: Sample Profile which factor influenced to subscribe

Factors No. of subscriber % of subscriber

Network 92 48.42

Brand Image 32 16.84

Tariff 44 23.16

Internet Service 9 4.74

Customer Service 11 5.79

Other 2 1.05

10%

24%

26%

40%

Time availing with preferred network

< 1 year 2 year 3 year > 4 year


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Figure 6: Sample profile which factor influenced to subscribe

Tariff plan Wise

Among all respondents 85 respondents that is 44.21% are using life time plan, 59 respondents

that is 31.05% are using normal plan, 39 respondents that is 20.53% are using per second plan

are rest 7 respondents that is 3.68% are using Minute plan.

Table 7: Sample Profile of tariff plan

Tariff plan No. of respondent % of respondent

Life time 85 44.21

Normal monthly plan 59 31.05

Per second plan 39 20.53

Minute plan 7 3.68

48%

17%

23%

5%6%

1%

subscribe influenced factor

Network

Brand Image

Tariff

Internet Service

Customer Service

Other


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Figure 7: Sample profile of tariff plan

Satisfaction of tariff plan Wise

Respondents (i.e. 25.26%) are rated 5, 121 respondents (i.e.63.68%) are rated 4, 18 respondents

(i.e. 9 Among all respondents 48.47%) are rated 3, 3 respondents (i.e. 1.58% ) are rated 2 and

none of respondents are rated 1, in a rated scale, to define their satisfaction regarding tariff plan.

Table 8: Sample Profile of satisfaction of tariff plan

Satisfaction of tariff plan No. of respondent % of respondent

Highly satisfied 48 25.26

Satisfied 121 63.68

Neither satisfied nor dissatisfied 18 9.47

Dissatisfied 3 1.58

Highly dissatisfied 0 0.00

45%

31%

20%

4%

Tariff plan users

Life time

Normal monthly plan

Per second plan

Minute plan


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Figure 8: Sample profile of satisfaction of tariff plan

Rate of performance of mobile service providers wise

Among all respondents 70 respondents are rated 5 with call rated , 48 respondents are rated 5

with network coverage , 25 respondents are rated 5with tariff plan, 28 respondents are rated 5

with sales promotion offers, 22 respondents are rated 5 with customer service, in rated scale, it

defined the performance of mobile service providers.

25%

64%

9%

2%0%

Satisfaction level

Highly satisfied

Satisfied

Neither satisfied nor

dissatisfied

Dissatisfied

Highly dissatisfied


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Table 9: Sample Profile of rate the performance of service provider wise

Rank

Variables 1 2 3 4 5 Total

Call Rate

No. of

Respondents

15 17 29 59 70 190

Percentage 7.89 8.95 15.26 31.05 36.84 100

Network

coverage

No. of

Respondents

14 22 43 63 48 190

Percentage 7.37 11.58 22.63 33.16 25.26 100

Tariff plan

No. of

Respondents

10 30 68 57 25 190

Percentage 5.26 15.79 35.79 30.00 13.16 100

Sales promotion

offers

No. of

Respondents

18 37 47 60 28 190

Percentage 9.47 19.47 24.74 31.58 14.74 100

Customer

service

No. of

Respondents

32 33 46 57 22 190

Percentage 16.84 17.37 24.21 30.00 11.58 100

How many times changed service provider in the last three year Wise

Among all respondents 125 respondents (i.e.65.79%) are changed service provider in 0-2 times,

52 respondents (i.e.27.37%) are changed 2-5 times, 10 respondents (i.e.5.26%) are changed 5-10

times and 3 respondents (i.e. 1.58%) changed more than 10 times.


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Table 10: Sample Profile of changed service provider (with in 3 year)

Changed times No. of respondent % of respondent

0-2 125 65.79

2-5 52 27.37

5-10 10 5.26

> 10 3 1.58

Figure 10: Sample profile of changed service provider (with in 3 year)

Celebrity endorsement wise

Among all respondents 77 respondents (i.e.40.53%) are accepting, impact of celebrity

endorsement and 113 respondents (i.e.59.47 %) are not endorsing by any celebrity.

Table 13: Sample Profile of celebrity endorsement

Celebrity No. of respondent % of respondent

Yes 77 40.53

No 113 59.47

0.00

20.00

40.00

60.00

80.00

0-2 2-5 5-10 > 10

Changed service provider


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Figure 13: Sample profile of celebrity endorsement

Decision taken to subscribe wise

Among all respondents 51 respondents (i.e. 26.84%) are to choose his service by someone

advised and 139 (i.e. 73.16%) are to choose his service provider by own decision.

Table 14: Sample Profile of Decision taken to subscribe

Decision No. of respondent % of respondent

Somebody 51 26.84

Own 139 73.16

41%

59%

Impact of celebrity endorseement

Yes

No


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Figure 14: Sample profile of Decision taken to subscribe

Adviser to subscribe wise

Among all respondents 69 (i.e. 36.32%) are decision taken by family to choose service provider,

77 respondents (i.e. 40.53%) are taken by friends, 18 respondents (i.e. 9.47%) are decision taken

by colleagues and 26 respondents (i.e. 13.68%) are decision taken by relatives.

Table 15: Sample Profile of Decision taken by someone

someone No. of respondent % of respondent

Family 69 36.32

Friends 77 40.53

Colleagues 18 9.47

Relatives 26 13.68

27%

73%

Decision factor to choose service provider

Somebody own


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Figure 15: Sample profile of Decision taken by someone

Change current service (in future) Wise

Among all respondents 51 respondents (i.e. 26.84%) are change service provider in future, 80

respondents (i.e. 42.11%) are no change in future and rest 59 respondents (i.e. 31.05%) cant say

about future.

Table 16: Sample Profile of Change current service (in future)

Change service No. of respondent % of respondent

Yes 51 26.84No 80 42.11

Can't say 59 31.05

36%

41%

9%

14%

Decision factor

Family Friends Colleagues Relatives


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Figure 16: Sample profile of Change current service (in future)

Money spend Wise

Among all respondents 8 respondents (4.21%) are spend money upto Rs.100, 50 respondents

(26.32%) are spend Rs.100 to 250. 64 respondents (33.68%) are spend Rs.251 to 500, 52

respondents (27.37%) are spend Rs.501 to Rs.1000 and 16 respondents (8.42%) are spend more

than Rs.1000 on his mobile phone per month.

Table 17: Sample Profile of money spend (per month)

Money spend No. of respondent % of respondent

Up to Rs.100 8 4.21

Rs.101 to Rs.250 50 26.32

Rs.251 to Rs.500 64 33.68

Rs.501 to Rs.1000 52 27.37

Above Rs. 1000 16 8.42

Yes No Can't say

26.84

42.1131.05

Changing service

Series1


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Figure 17: Sample profile of money spend (per month)

Gender Wise

Among all respondents 153 respondents (i.e. 80.53%) are male and 37 respondents are female.

Table 18: Sample Profile of Gender

Gender No. of respondent % of respondent

Male 153 80.53

Female 37 19.47

Figure 18: Sample profile of Gender

Up to

Rs.100

Rs.101 to

Rs.250

Rs.251 to

Rs.500

Rs.501 to

Rs.1000

Above Rs.

1000

4.21

26.3233.68

27.37

8.42

Expenses of mobile

Series1

81%

19%

Gender

Male Female


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Age Wise

Among all respondents 89 respondents that 46.84% are fall under the age group 18 to 25 years,

66 respondents that is 34.74% are fall under the age group 26 to 35 years, 28 respondents

that is 14.74% are fall under the age group 36 to 45 years, and 7 respondents that is 3.68% are

fall Under the age group 45 to 60 years. So, it is clear that the majority of respondents belong

to 18-25 age group generation (46.84% respondents).

Table 19: Sample Profile of Age group

Age group No. of respondent % of respondent

18-25years 89 46.84

26-35 years 66 34.74

36-45 years 28 14.74

46-60 years 7 3.68

Above 60 years 0 0.00

Figure 19: Sample profile of Age group

Education level Wise

Among the all respondents 11 respondents that is 5.79% are fall under the education level up to

10 +2, 99 respondents that is 52.11% are fall in the graduate/diploma group and 80 respondents

that is 42.11% are fall in the post graduate and above group. It is clear that the majority of

respondents belong to graduate/diploma group.

47%

35%

15%

3% 0%

Age

18-29 years

26-35 years

36-45 years

46-60 years

Above 60 years


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Table 20: Sample Profile of Education level

Education level No. of respondent % of respondent

Up to 10+2 11 5.79

Graduate/Diploma 99 52.11

Post Graduate and above 80 42.11

Figure 20: Sample profile of Education level

Occupation Wise

Among all respondents 40 respondents that is 21.05% are fall under the service occupation, 37

respondents that is 19.47% are fall under business, 35 respondents that is 18.42% are fall under

the self employed, 73 respondents that is 38.42% are fall under student, 5 respondents are belong

to home maker. It clear that the no. of respondents is belongs to student group.

0.00

20.00

40.0060.00

Up to 10+2 Graduate/Diploma Post Graduate and

above

Qualification


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Table 21: Sample Profile of Occupation

Occupation No. of respondent % of respondent

Service 40 21.05

Business 37 19.47

Self Employed.. 35 18.42

Student 73 38.42

Home Maker 5 2.63

Other 0 0.00

Figure 21: Sample profile of Occupation

Annual household income Wise

Among all respondents 39 respondents that is 20.53% are belong to less than 2 lacs income group,

95 respondents that is 50% are belong to 2-5 lacs income group, 52 respondents that is 27.37%

are belong to 5-10 lacs income group and 4 respondents that is 2.11% are belong to above 10 lacs

income group.

21%

20%

18%

38%

3% 0%

Occupation

Service Business Self Employed.. Student Home Maker Other


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Table 22: Sample Profile of Annual income

Annual income No. of respondent % of respondent

< 2 lacs 39 20.53

2-5 lacs 95 50.00

5-10 lacs 52 27.37

Above 10 lacs 4 2.11

Figure 22: Sample profile of Annual income

< 2 lacs 2-5 lacs 5-10 lacs Above 10 lacs

20.53

50.00

27.37

2.11

Annual Income


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8. Result of hypotheses


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H1: significant difference in the customer satisfaction with tariff plan across preferred

mobile service provider.

From the below table we found that the F value is not significant (0.157) at p


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H2: There is significant difference in the customer satisfaction with tariff plan between

GSM and CDMA customers.

From the below table we found that the t value is not significant (0.059) at p


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H3: There is significant difference in the customer satisfaction with tariff plan across

income groups.

From the below table we found that the F value is not significant (1.027) at p


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H4: There is significant difference in the customer satisfaction with tariff plan between

males and females.

From the below table we found that the t value is not significant (0.198) at p


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9. FINDINGS


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FINDINGS

a. Call rates play the pivotal role in switching the service provider followed by Network

coverage, value added service, Consumer care and advertisement which plays the least

important role.

b. Poor network coverage, Frequent Network Problems, High call rates, Influence from

family and friends are the most important factors which affects the subscriber behavior.

c. According to the study, the most preferred service provider is Airtel (26.32%). BSNL

occupies the second place with Consumer preference of 12.63%, followed by Reliance

(13.68%), Aircel (15.26%), Vodafone (20.53%),others (1.05%)

d. It is found that majority of the consumers are influenced by the family to select their

service provider and a sizeable number of the consumers are influenced by their friendse. The findings derived from the study will be helpful for mobile phone service providers in

deciding and implementing their sales strategy for the promotion of mobile phone

services.

f. Service Charge and Plan is the next most important factor in choice making toward

service provider.

g. Among all respondents 125 respondents (i.e.65.79%) are changed service provider in 0-2

times, 52 respondents (i.e.27.37%) are changed 2-5 times, 10 respondents (i.e.5.26%) are

changed 5-10 times and 3 respondents (i.e. 1.58%) changed more than 10 times.

h. It was observed that Network Quality is the important factor which have been consider

by the customers before choosing mobile service provider.

i. It was find that a large proportion of the respondents have chosen mobile service provide

because the operators recommended by family members, friends and peers.

J. As most of the consumers are unaware of the value added services offered by mobile

phone service providers, aggressive advertisements.


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10. Recommendation


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RECOMMANDATION

From the study, it is clear that Network and Call rates lead the consumers to choose the service

provider. So, mobile service subscribers to satisfy with minimum call rates.

a. Mobile service providers should invest more on improving their network coverage inorder to retain their consumers.

b. Mobile service providers have to provide more offers for family and friends. Enticing

offers still hold a major sway.

c. Mobile service provider should satisfy their current consumers by providing them

innovative offers.

d. Mobile service provider should accept valid feedbacks from consumers regularly and

make sure that they satisfy the consumers.

e. Call tariff is the most influencing factor which induced consumers to buy a particular

mobile phone operator. Therefore, call rates should be made competitive and affordable

in order to capture more consumers.

f. All the mobile phone operators should launch more and more periodical offers from time

to time especially by BSNL.

g. Customer care services play an important role in retaining consumers. Therefore,

customer care services should be improved and there should be provisions of taking

feedback from consumers so that necessary steps can be taken in this direction.

h. All the mobile phone operators should emphasis more on the postpaid plans by making

consumers aware about the unique features of the plan and reducing monthly rentals.

i. Advertising campaigns focusing on family members and friends should be aggressively

aired so that they can create new customers for the company among their family members,

relatives and friends.

j. Mobile service providers should have specific and suitable plans for each segment of

customer.

. k. Mobile service providers should measure customer loyalty regularly.


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10. CONCLUSION


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CONCLUSION

The study reveals that call rates play the most important role in using the service provider

followed by network coverage; value added service, Consumer care and advertisement which

plays the least important role. It is found that there is a relation between the service subscriberand the factors (Customer service, call rates service, network, tariff plan problem, etc.). After

analyzing the findings of the study, we suggest that cellular service providers concentrate more

on increasing network stability and setting tariff rates competitively. The findings also suggest

that managers of these mobile operators should shift focus on building corporate image and

analyze more carefully the reason for consumers to switch brands in this industry in order to

increase loyalty among these consumers.This study was undertaken to examine and understand

the consumers behaviour choice in selecting cellular mobile telecommunication service

providers. Consumers perception is widely varied in accordance with the Communication

quality, call service, tariff plan, facilities, price, customer care and service providers quality.

Hence, from the result of our study, we can deliberately conclude that tariff plan has significant

positive impact on consumer perception choice in selecting telecommunication service provider.

Hence,product quality from the marketers perspective is associated with communication, price,

feature, function, or performance of a product. Price plays a significant role in the purchase

decision of the telecommunications sector. However, our study shows that product quality and

availability has a significant impact on consumer perception choice in selecting mobile

telecommunication service provider and supported. The present study clearly points to the fact

that the three factors, service quality and brand image, service charges and tariff plan and

network quality, play a vital role in the choice of an mobile service providers The second part of

the study reveals the role of word-of-mouth in the marketing of a service provider. Due to

competitive pressure, the Indian mobile service provider market is flooded with verity of plans;

service quality should be enhanced by the mobile operators to increasing the level of the

customer. Service providers need to develop such better image in the mind of the customer.

Network related problems such as poor connectivity, low coverage force the customer to choose

according to his preference. Mobile service provider market is on booming stage and come out

with the different pan and scheme with low service charges, which forced customer to thing

about initial subscription cost, availability of plans as per requirement and tariff. From the above

discussion, it can be conclude that service operators should create an emotional relationship with


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the customer through innovative plans and enhance their services quality & brand image, better

connectivity and goodwill with the customer because the customer always want more from their

operators. And ultimate, this emotional relationship influences a customers choice over an

mobile service providers.


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References


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References

1. Mobile user satisfaction Survey in Voice & Data the Business of Communications Magazine,

Cyber Media Publication April 2008

2. Wikipedia of Cell phone retrieved from en.wikipedia.org/wiki/Mobile phone

3. Subscribers information on COAI Cellular Operators Association of India retrieved on 2nd

August 2008 from www.coai.com

4. Measuring Customer Satisfaction, A review of approaches By Idea Knowledge 23rd March

2006 on www.idea.gov.uk

5. Press release march 2012 on www.trai.gov.in

6. Telecom Regulatory Authority of India Quality of Service Division Consultation Paper on

fixing the benchmarks pertaining to Quality of Service. TRAI House on www.trai.gov.in.

7. VOC on Wikipedia Retrieved on 20th March 2008 from "//

en.wikipedia.org/wiki/Voice_of_the_customer"

8. Telecom Regulatory Authority of India (TRAI) had recently issued show cause notices to

some of the biggest mobile service providers in the country. A report on

sifybroadband.techwhack.com

9. Voice & Data Magazine, cyber media publication April 08 Pg 8.

10. Measuring Customer Satisfaction & Perceptions with. Customer Satisfaction Survey.

www.psmsc.com/UG2004/Presentations/ BeyersCraigClarkBetsy

11. Measuring Customer Satisfaction & quality on www.metrics.net

Abstract of the study 1 9

12. Understanding customer attitudes www.rightnow.com/products /prod_metr.html

13. Relevant legislation, regulations and Telecom policy, & activities of the body on

www.trai.gov.in

14. BSNL Chennai scores high on customer satisfaction. BSNL has a reason to celebrate.

Celloneindia.com a report www.bsnl.in/ bsnlnews.asp

15. Study on mobile phone user satisfaction in Delhi on www.visionreviewpoint.com


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16. Ranjit Kumar, Research Methodology: A Step By Step Guide for Beginners 2nd edition,

Low Price Edition, Pearson Education

17. Mehrens and Lehmann's "Measurement and Evaluation in Education and Psychology" 3rd

edition, 1984, published by Holt, Rinehart & Winston.

18. The Service quality Gap Analysis www.referenceforbusiness.com/ management/Ex-

Gov/Gap-Analysis.

19. CSI on www.symphonytech.com/articles/satisfaction.htm

20. Rajendra Nargundkar : Service Marketing, Text And Cases 2nd edition, Tata McGraw Hill

Publication

21. C. R. Kothari : Research Methodology Methods & Techniques, revised 2nd edition, New

Age Publication

Executive Summary


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ANNEXURE


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QUESTIONNARIARS

1. Which type of mobile service are you currently using?

Pre-paid

Post-paid

2. Which kind of mobile network do you use?

GSM

CDMA

3. Which mobile service provider/s do you use? (Tick all that apply)

BSNL

Airtel

Aircel

Vodafone

Idea

Reliance

Others, Please Specify

4. In case if you have subscribed more than one network operator, please tick your most

preferred network operator.

BSNL

Airtel

Aircel

VodafoneIdea

Reliance

Others, Please Specify


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Please answer all the following questions only in context of your preferred network operator

only.

5. From how long you are availing the services of your preferred service provider?

4 years

6. Which factor influenced you to subscribe this service provider?

NetworkBrand Image

Tariff

Internet Service

Customer Service

Other, Please Specify..

7. Which tariff plan are you currently using?

Life time

Normal monthly plan

Per second plan

Minute plan

8. How satisfied are you with the tariff plan of your service?

Highly satisfied

Satisfied

Neither satisfied nor dissatisfied.

Dissatisfied

Highly dissatisfied.


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9 .Please rate the performance of your mobile service provider from 1 to 5 (Where 1= very

poor, 5= very good) on the below mentioned factors:

Call rate ______

Network coverage ______

Tariff plan ______

Sales promotion offers ______

Customer service ______

10. How many times you have changed your service provider in the last three year?

0-2

2-5

5-10

more than 10

11. Please rank the below mentioned mobile service features in the order of decreasing

importance (give rank 1 to the most important and rank 8 to the least important).

Call rates ______

SMS rate ______

Value added services ______

Internet charges ______

Validity ______

SIM cost ______

Roaming charges ______

Coverage ______


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12. From where do you get the information about the promotional offers/schemes? (please tick

all that apply)

TV

NewspaperThrough SMS

Internet

Hoardings

Friends

Telephone calls

Other

13. Is there any impact of celebrity endorsing a mobile service brand on your purchase decision?

Yes

No

14. How did you decide to choose your mobile service provider?

1.Somebody advised me

2.Entirely it was my own decision

15. In case if you were advised by somebody, who advised you to purchase the mobile service

connection? (please tick all that apply)

Family member/s

Friends

Colleagues

Relatives


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16. Would you like to change your current service provider in future?

Yes

No

Cant sayIf yes, which one would you most likely go for ____________________

17. How much money do you spend on your mobile phone per month?

Up to Rs. 100

Rs. 101 to Rs. 250

Rs. 251 to Rs. 500

Rs. 501 to Rs. 1000

Above Rs. 1000

18. Your Gender

Male

Female

19. Your age group?

18-25 years

26-35 years

36-45 years

45-60 years

Above 60 years

20. Your education level?

Up to 10+2

Graduate/Diploma

Post graduate and above


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21. Occupation of respondents

Service

Business

Self Employed ProfessionalStudent

Home Maker

Others Please Specify

22. Your average annual household income?

Less than 2 lacs

2-5 lacs

5-10 lacs

Above 10 lacs

Documents

Research Report (Abhishek's Group)