+ENT

MOBILE

CONNECTIONS

Submitted to:
Prof. Shalini Singh

Submitted by:

Akriti Agarwal
CFT08_007
Abhishek Singh
CFT08_
Aanad kumar
CFT08_
Gaurav Awasthi
CFT08_
Neha Shekhawat
CFT08_

1
 Richa Garg
CFT08_111

PGDM 2008-10

ACKNOWLEDGEMENT

We would fail in our dream of making this project one

of our best if we do not acknowledge the most loving
care and co-operation enjoyed by us, all through the
working on this project.

We take this as an opportunity to express our sincere

gratitude to Prof. Shalini Singh faculty Consumer
Behaviour who has always been a person of immense
help and support during the making of this project
and also helped us a great deal in enhancing our
analyzing skills in the process. His guidance carried
us all through the preparation of this project.

Thank you

2
INTRODUCTION

Telecom Industry in India

The telecom industry is one of the fastest growing

industries in India. India has nearly 200 million
telephone lines making it the third largest network
in the world after China and USA. With a growth rate
of 45%, Indian telecom industry has the highest
growth rain the world.

- Much of the growth in Asia Pacific Wireless

Telecommunication Market is spurred by the growth
in demand in countries like India and China.

- India‘s mobile phone subscriber base is growing at

a rate of 82.2%.

- China is the biggest market in Asia Pacific with a

subscriber base of 48% of the total subscribers in
Asia Pacific. Compared to that India ’s share in Asia
Pacific Mobile Phone market is 6.4%. Considering
the fact that India and China have almost

3
comparable populations, India’s low mobile
penetration offers huge scope for growth.

History of Indian Telecommunications

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
merge 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 the government's Ministry of
Communications. 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 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.

4
In 1990s, telecommunications sector benefited from
the general opening up of the economy. Also,
examples of telecom revolution in many other
countries, which resulted in better quality of service
and lower tariffs, led Indian policy makers to initiate
a change process finally resulting in opening up of
telecom services sector for the private sector.
National Telecom Policy (NTP) 1994 was the first
attempt to give a comprehensive roadmap for the
Indian telecommunications sector. 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. New National Telecom
Policy was adopted in 1999 and cellular services
were also launched in the same year.

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
+perators (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 for less than 5
per cent of subscriptions. However, private services
focus on the business/corporate sector, and offer
reliable, high- end services, such as leased lines,
ISDN, closed user group and videoconferencing.

Cellular services can be further divided into two

categories: Global System for Mobile

5
Communications (GSM) and Code Division Multiple
Access (CDMA). The GSM sector is dominated by
Airtel, Vodfone-Hutch, 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 operators
get substantial revenue from these services, and
compensate them for reduction in 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.

Classification of Telecommunication services

1.Basic services
2.Cellular services
3.Internet Service Provider (ISP)

Cellular Service

Overview

1. There are five private service operators in

each area, and an incumbent state operator.
Almost 80% of the cellular subscriber base
belongs to the pre-paid segment.
2. The DoT has allowed cellular companies to
buy rivals within the same operating circle
provided their combined market share did not
exceed 67 per cent. Previously, they were only
allowed to buy companies outside their circle.

6
Growth Drivers

Opening up of international and domestic long

distance telephony services are growth drivers
in the industry. Cellular operators now get
substantial revenue from these services, and
compensate them for reduction in tariffs on air
time, 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.

The Key players in the Telecom Market in India

Cellular Service provider:

1. BSNL
2. Airtel
3. Vodafone
4. Reliance
5. Tata indicom
6. Spice

Subscribers

Wireless subscribers crosses 200 million mark

Tele density reaches 21.20%

The total number of telephone subscribers has

reached 241.02 million at the end of August 2007 as
compared to 232.87 million in July 2007. The overall
teledensity

7
has increased to 21.20% in August 2007 as
compared to 20.52% in July 2007.
In the wireless segment, 8.31 million subscribers
have been added in August 2007 while 8.06 million
subscribers were added in July 2007. The total
wireless subscribers (GSM, CDMA & WLL(F)) base
reaches 201.29 million at the end of August 2007.

The wireline segment subscriber base stood at 39.73

million with a decrease of 0.16 million at the end of
August 2007. Circle wise wire line subscriber base of
service providers is given at following chart ..

Market Share of the telecom Company in India

8
PROBLEM STATEMENT

Consumer preferences on mobile connection and

their buying behavior.

Causes of research problem

• Services qualities
• Network coverage
• Family/group/peer influence
• Value added services
• Internet protocol television services

9
 • Gender, age and residential region
• Consistency of services
• Frequent changing nature of people
• Influence of promotional activities
• Mobile termination rates(the cost per minutes of
terminating the call).
• Faith in brand
• Variety of tariff plan

OBJECTIVE OF THE STUDY

• To identify the attribute of various telecom

service that influences on an individual’s choice
among alternatives.

• To identify the frequency level of occurrence of

problems faced by the consumers generally.

• To identify the brand preference over the

competing brands and their services.

• To identify the primary use of a mobile

connection.

• To find out the offer expected by the customers

in the future and also understand their need.

• To find out the consumer opinion on schemes

and tariffs of of various service provider

10
RESEARCH DESIGN

A research design is a master plan specifying the

methods and procedures for collecting and analyzing
the needed information. It is a framework or
blueprint that plans the action for the research
project.

We are app to analyzing the exploratory design

firstly to anglicize the problem and then applying
conclusive designs to draw inferences.

EXPLORATARY DESIGNS USED ARE

• Focus group discussion (FGD)

We have divided our population into different sub

groups on the basis of age group (15-25,25-
35,above35) , income group(<10000, 10000-
20000,20000-30000,.30000), gender (male and
female), connection type(postpaid, prepaid)
occupation(businessman, serviceman, student)

• Secondary literature

CONCLUSIVE DESIGNS

Descriptive research helps to seek answer to the

questions who, what, when, where and way(how).

11
 • Under descriptive research we will be using multi
cross sectional where we will be analyzing
different segments on the basis of age group,
income and standard of living.

SAMPLING

It involves any procedure using a small number of

items or parts of population to make conclusion
regarding the whole population.

Population

A complete group of entities sharing some common

set of characteristics. In our study population will be:
• All the people using the mobile handsets.

Target population

Complete group of specific population relevant to

the research project.
• All the people using mobile handsets in lucknow
and to whom we can contact easily.

Sampling frame

It is the list of elements from which the sample

may be drawn
• It would be according to segments which we
have drawn on the basis of :
• Age group, income group and standard of living

12
 Sample size

A sample size would be of approximately 300

which will be divided according to our distinctions

Sampling design

We are using a non probabilistic sampling. In this

the probability of any particular member of
population being chosen is unknown.
Under non probabilistic sampling we will be
applying stratified sampling as we have divided
our population into different subgroups and our
population size is unknown.

Review of Literature on consumer preference

towards different mobile service providers and
their buying behaviour

Brand preference and product attribute

Attributes are the characteristic or features that an
object may or may not have
and includes both intrinsic and extrinsic (Mowen &
Minor, 1998) .Benefits is the positive outcomes that
come from the attributes.People seek products that
have attributes that will solve their problems and

13
fulfills their needs (Mowen & Minor, 1998).
Understanding why a consumer choose a product
based upon its attributes helps marketers to
understand why some consumers have preferences
for certain brands (Gwin & Gwin, 2003). In the study
by Gwin and Gwin (2003), the Lancaster model of
consumer demand (1966, 1979), also reffered to as
the product attributes model,was used to evaluate
brand positioning.This model assumes that consumer
choice is based on the characteristics (or attributes)
of a
brand.Each product is abundle of attributes and that
choice is based on maximizing utility/satisfaction
from the attritubes subject to budget constraints.
However there were two limitataions of the model:
(1) the model is static and deterministic and (2) the
model does not explain how the preferences for
attributes were formed.This article also also didi not
mention if experience with the product played a part
in influencing attributes preferences. Both tangible
nad intangible attributes of a product are equally
important in choosing a product or brand (Myers,
2003). There is no evidence that certain attributes
are more related to customer loyalty than others
(Romariuk & Sharp, 2003). It was, found
though, that the more attributes (non-negative)
associated with a brand, the more loyal the customer
(Romariuk & Sharp,2003).Romariuk and Sharp (2003)
suggested that marketers should focus more on how
many attributes the brand should be associated with
and not what attributes. However, this study did not
specify what sort of attributes marketers should

14
associate the brand with; i.e. whether they should be
relevant or irrelevant attributes, tangible or
intangible etc.This is because it is important that
consumer accurately lean about product attribute
performances since it would influence their
interpretations of product performance by causing
memory encode and retrieval bias.Unfounded
product attribute relationship beliefs can mislead
them into expecting something that is not there.
(Mason & Bequette, 1998). Hence if products fall
short of customer expectataions,then dissactisfaction
would result.Nevertheless, it was found that
through irrelevant, some attributes may still be
important in influencing consumer
choice.Persistent preferences for product attribute
soccurs when there is low ambiguity in the initial
potential choice for salient attributes coupled with
experience,although those attributes maybe
irrelevant (i.e. an attributes usually not associated
with favourable brand outcomes (Muthukrishnan &
Kardes, 2001). Consequently, Mason and Bequette
(1998) also said that perceptions on product
performance based on salient attributes are more
important in influencing the consumer purchase
behaviour than actual product attribute
performances. Similarly, Myers (2003) concluded
that brand equity may be more influenced by
attribute knowledge more than consumer preference.
For low-involvement products, consumers have more
objective view of the nature of the attrinutes (eg.
food, cosmetics) because they are constantly being

15
advertised and promoted.Similarly Rioo, Vasquez and
Iglesias (2001) sugggeated that consumer

evaluation of a product can be broken down into

evaluation related to product (tangible or physical
attributes) and brand name (intangible attributes, or
images added to the product due to its brand
names). In his study on the relationship between
human values and consumer purchases, Allen (2001)
found there was a significant association between
human values (eg. hedonistic, achievement, self-
direction, conformity, security etc.), product
preference and tangible attribute importance with
how consumers perceive the product (i.e tangible
attributes) and how they evaluate the product (i.e
symbolic meaning,tangible/intangible attribute
importance). Human values influence the importance
of the product’s tangible attribute importances that
are already important to consumers.
The brand name of the product itself is an important
attribute. Brands have both
functional (product-related) and symbolic dimensions
(del Rio,Vasquez & Iglesiaz, 2001), On the product
related benefit side, consumer evaluate product
performance based on its capabilities, usage
effectiveness, value for money and reliability. The
purchase and consumption of products is increasing
regarded by consumers as an indirect way of
communication to improve their self image and

16
deliver certain impressions to other people in their
environment (del Rio,Vasquez & Iglesiaz, 2001),
Therefore the brand name benefits perceived by
consumers is highly interrelated to the product-
based benefits. Big brand means a better image and
a better product (del Rio,Vasquez & Iglesiaz, 2001),
Howevwer, as mention earlier, Mason and Bequette
(1998) suggested that perceived product
performance is more important than actual attribute
performance. Similarly Myers (2003) concluded that
brand equity might be influenced by attribute
knowledge more than consumer preference. This
may be due to consumer biasness and prejudice,
Consumers’ product evaluations are influenced by
memory. The biasness can be reduced by having
current information, experience and knowledge
(Mason and Bequette ,1998). Therefore, it’s not
surprising that brands that consumers believe offer
superior value are most preferred brands chosen
often (Myers, 2003). Brands with higher equity
resulted in greater preferences and high market
shares. Price is another form of attribute used by
consumers to evaluate a product.Price can
sometimes be an indicator of quality; with a higher
price indicating higher quality (Mowen & Minor, 1998;
Siu & Wong, 2002). Consumers perceive that a
higher price can be attributed to the higher cost of
quality control (Siu & Wong, 2002). Some consumers
are highly price sensitive (elastic demand),whereby a
high prices may shift consumers to competitive
brands (Mowen & Minor, 1998). Therefore price can
have a positive or negative influence on customers

17
selection criteria & Brand Mobile Service Preference
Provider

Service Quality
Traditionally, service quality has been conceptualized
as the difference between customer expectations
regarding a mobile service to be received and
perceptions of the service being received (Grönroos,
2001; Parasuraman, Zeithaml, & Berry, 1988). In
some earlier studies, service quality has been
referred as the extent to which a service meets
customers’ needs or expectations (Lewis & Mitchell,
1990; Dotchin & Oakland, 1994

Service Quality Dimensions

Parasuraman et al. (1988) identified five dimensions
of service quality (viz. reliability,
responsiveness, assurance, empathy, and tangibles)
that link specific service characteristics to
consumers’ expectations.
(a) Tangibles - physical facilities, equipment and
appearance of personnel;
(b) Empathy - caring, individualized attention;
(c) Assurance - knowledge and courtesy of
employees and their ability to convey trust and
confidence;
(d) Reliability - ability to perform the promised
service dependably and accurately;

18
 (e) Responsiveness - willingness to help customers
and provide prompt service. After a comprehensive
review of service quality studies, Asubonteng,
McCleary, and Swan (1996) concluded that the
number of service quality dimensions varies in
different industries. For example, Kettinger and Lee
(1994) identified four dimensions in a study of
information systems (IS) quality, which did not have
tangible dimension. Cronin and
Taylor (1992) developed a one-factor measurement
instrument instead of the five-factor measures
proposed by Parasuraman et al. (1988). Besides
SERVQUAL, Sureshchandar,
Rajendran, and Anantharaman (2003) have identified
five factors of service quality from the customers’
perspective. Those are:
a) Core service or service product
b) Human element of service delivery
c) Systematization of service delivery: non- human
element
d) Tangibles of service
e) Social responsibility.
After a close inspection it could be safely concluded
that the newly defined construct of service quality by
Sureshchandar et al. (2003) has some resemblance
with the definition provided by Parasuraman et al.
(1988). For this study the researchers have
employed the
five dimensions of service quality proposed by
Parasuraman et al. (1988).

19
RELIABILITY AND VALIDITY :

Reliability means consistency i.e if we keep on

measuring the same variables again and again the
variability is very less or the correlation between the
respondents is very high.
We use here the test retest method of reliability.In
validity we want to find out whether the
questionnaire is valid or not means whether it can be
able to measure what it intend to measure. Here in
this case we have used the content validity.
At first we made the questionnaire with our own
effort, and then it is called the face validity.
After that we use some literature to make the
questionnaire then it will become the content
validity.
At last if we send the made questionnaire to expert
and then he made some rearrangement or changing
a little to it then it is called expert validity.
Here expert means our respected teacher.

20
DATA ANALYSIS AND INTERPRETATION

DEMOGARPHIC FEATURES OF REPONDENTS

1. Sex ratio of the respondents

PARTICULARS NUMBER %AGE

MALE 120 40%
FEMALE 180 60%

200
180
160
140
120
MALE
100
FEMALE
80
60
40
20
0
NUMBER %AGE

21
INTERPRETATION: The graphical representation of the
table shows that out of 300 respondents 120 were male and
180 were female.

1. Do you have any mobile Connection?

PARTICULARS NUMBER %AGE

Yes 300 100%
No 0 0%

350

300

250

200
Yes

150 No

100

50

0
NUMBER %AGE

INTERPRETATION:
All the respondents had mobile connections.

22
2. How many mobile connections do you have?

particulars No. of respondents

1 243
2 57
3 0
>3 0

No. of respondents

300
243
250

200

150 No. of respondents

100
57
50
0 0
0
1 2 3 >3

INTERPRETATION:
out of 300 respondents 243 says that they had 1 connection
while 57 were having 2 connections.

23
3. Which service are you using?
Particulars No. of respondents
Prepaid 187
postpaid 113

No. of respondents

200 187
180
160
140
113
120
100 No. of respondents
80
60
40
20
0
Prepaid postpaid

INTERPRETATION:
Out of 300 respondents 187 were using prepaid connections
while 113 respondents were using postpaid connections.

24
4. Which Mobile connection are you currently using?
PARTICULARS NO.OF
RESPONDENT
S
AIRTEL 154
VODAFONE 98
BSNL 19
SPICE 19
RELIANCE 6

TATA INDICOM 4

NO.OF RESPONDENTS

180
160
140
120
100
NO.OF RESPONDENTS
80
60
40
20
0
M
E

O
L

C
L

IC
E

IC
N

N
T

D
S
F

A
IR

IN
A

LI
S
A

A
O

T
V

A
T

INTERPRETATION:

25
Out of 300 respondents 154 were using airtel, 98 were using
Vodafone, 19 were using BSNL and spice, 6 were using
reliance while 4 were using tata indicom.

5. Are you satisfied with the services?

PARTICULARS NUMBER
Yes 237
No 63

NUMBER

250 237

200

150
NUMBER
100
63
50

0
Yes No

INTERPRETATION:
Out of 300 respondents 237 respondents were satisfied with
the services of there particular service providers while only
63 were not satisfied.

26
6. Which facility attracts you most?

PARTICULARS No. of
respondents
COVERAGE 182

CALL CHARGES 63

ROAMING CHARGES 5

G.P.R.S. 44

OTHERS 6

No. of respondents

200 182
180
160
140
120
100 No. of respondents
80 63
60 44
40
20 5 6
0
COVERAGE CALL ROAMING G.P.R.S. OTHERS
CHARGES CHARGES

27
INTERPRETATION:
Out 300 respondents 182 respondents were attracted by the
coverage facility, 63 by call charges, 5 by roaming charges,
44 by G.P.R.S while 6 were attracted by others.
7. Which advertisement media puts more impact on
your buying decision?
PARTICULARS NO. RESPONDENTS

T.V. 92

MAGAZINES 7

NEWSPAPERS 65

INTERNET 88

OTHERS 48

NO. OF RESPONDENTS

100
80
60
NO. OF RESPONDENTS
40
20
S

0
T
S

S
E
E

R
N
IN
.

P
.V

E
R
A
Z

TH
T

E
P
A

T
S
G

O
IN
W
A

E
M

INTERPRETATION:
Out of 300 respondents 92 gets aware of cellular services by
T.V, 88 by internet,65 by news papers, 48 by others while 7
by magazines.

28
8. How much is your monthly expenses on mobile
phones?

PARTICULARS NO. OF
RESPONDENTS
Less than 150 88
150-350 157
350-500 34
Above 500 21

NO. OF RESPONDENTS

180
160
140
120
100
NO. OF RESPONDENTS
80
60
40
20
0
Less than 150 150-350 350-500 Above 500

INTERPRETATION:
Out of 300 respondents most of the respondents monthly
expenses were 150-350, 88 had monthly expenses of less

29
than 150, 34 had 350-500 while only 21 were having
monthly expenses of above 500.

9. From how long you are availing the services of this

particular service provider?

PARTICULARS NO. OF RESPONDENTS

1 year 92
2 years 143
3 years 50
More than 3 years 15

NO. OF RESPONDENTS

160 143
140
120
100 92

80 NO. OF RESPONDENTS
60 50
40
15
20
0
1 year 2 years 3 years More than 3
years

INTERPRETATION:

30
Out of 300 respondents 165 were availing the services of
there particular service providers since 2 years, 80 since 1
year, 40 since 3 years while only 15 were availing the
services from more than 3 years.

10. Would you like to change your current service

provider in future?

PARTICULARS No. OF RESPONDENTS

Yes 67
No 233

No. OF RESPONDENTS

250 233

200

150
No. OF RESPONDENTS
100
67

50

0
Yes No

INTERPRETATION:

31
Out of 300 respondents 233 did not want to change there
current service providers while only 67 respondents want to
change there current service providers.

ANALYSIS OF FREQUENCY TABLE

• According to our survey conducted on the

consumer preferences on mobile connection the
maximum respondents were of 20-25 years of
age (119 out of 302).

• In our survey male were around 185 and female

were117 out of 302.

• According to our survey results maximum

respondents were students(149),then
businessman (78)out of 302 respondents
surveyed. Maximum respondents belongs to less
than 5000 income group (170 out of 302).

• 85.8% people have mobile connection.

32
• In our survey we found that maximum people
have a single mobile connection (270 out of
302).

• Maximum people have an airtel mobile

connection that is around 107 out of 302, then
reliance users are around 60,Vodafone users are
44.

• When respondents were asked about their

satisfaction with the service provider 239 out of
302 were satisfied.
• While studying about the switching behaviour of
the respondents we came to know maximum
people switched their service every year(128 out
of 302).Then, maximum respondents were of the
mindset to never switch over(101 out of 302).

• When asked about the longitivity of the service

availment their response was maximum of less
than one year(110 out of 302),then 1-2 year and
more than 2 year were same(96 out of 302) .

• When enquired about their monthly expense

response we was maximum in the favour of
more than 500 (125 out of 302).

• According to our survey when respondents were

asked would they like to switch from their
current service provider their response was no

33
 (151 out of 302) and the respondents who said
yes were around 148

• In the importance of voicemail there was not

much variation in the responses as frequency of
all the scales was quite same that is all were
lying around 18-20%.

• Importance assigned to 3way calling by the

respondents was not so considerate as 75 of
them rated it to be slightly important.
• Call waiting was rated neutral by the maximum
respondents (71 out of 302) here there was
much variation in the responses.

• Call forwarding was rated important by the

maximum respondents (68 out of 302).

• Call hold was rated neutral by the maximum

respondents (65 out of 302).

• Importance of the call restriction was rated

important by the maximum respondents.

• Caller tunes were rate important by the

maximum respondents.

• Call drop was given neutral by the maximum

respondents.

• Voice clarity was rated not so important by the

maximum respondents.

34
• Schemes were rated slightly important by the
maximum respondents.

• Roaming charges were assigned as neutral by

the 23.8% of the respondents, 21.5%rated it as
slightly important.

• use of internet facility is highly important as it

constitutes 26.2% of sample population, which
rated it as important.

• As per the responses call transfer between cities

is not very important.

• Responses of respondents towards CLIP is not

important as 74 out of 302 responses are neutral
in nature.

• Variety of recharge vouchers is considered to be

an important attribute as 59 respondents rated it
as important.

• Balance enquiry system is considered to be

slightly important as 21% responses are showed
it as slightly important.

• Message alerts are considered to be important

by the respondents around 60 out of 302.

35
• Distribution centres in the prepaid connections
are considered to be the most important by the
19.2% of the respondents.

• International tariff vouchers are rated to be the

most important by the maximum number of
respondents (19.2%).

• Prepaid reviews are considered to be important

by the surveyed respondents, who are around
19.5%.

• Customer services in the prepaid connections

are considered to be most important by the
maximum number of the respondents (17.2%).

• Accuracy of the bill in the post paid connections

are rated as slightly important by the
respondents that is around 21.2%.

• Flexibility of mode of payment in post paid

connections is considered to be the most
important by the 22 respondents out of 35 who
have post paid connections.

• Timeliness is rated to be the most important by

the 20 respondents out of 35 post paid
customers.

• Info shop is rated as important by the

respondents around 20 out of 35.

36
 • International direct dialing in post paid
connections is rated as most important by the
12 respondents out of 35.

• Itemized billing is considered to be slightly

important by the 22 respondents surveyed.

In our survey we got to know that detailed billing

facilities in post paid connections is important for
the 16 of the respondents
Also we find out that
After running binomial test on Qno-1

We found out that maximum number of customers

preferred prepaid connection over postpaid
connection

After running binomial test and crosstab

analysis on ques no 4,8

Through this we find out that half of the customers

are satisfied with their present service provider and
also there is no relation between their satisfaction
and switching behaviour i.e. customers who are
satisfied with their present service provider can also
switch over to others and vice versa.

After running chi square test on ques no 2,3,5

37
We find out that maximum respondents have only
single connection and the most preferred brand used
by customers is airtel and reliance.

And generally customers do not switch over very

frequently.

Factor Analysis Ques. no 9a,b,c

We have clubbed 14 VARIABLES of 9a) into 3 factors.

3 Factors are:
 Call related facilities
 Network traffic
 Other facilities

Binary logistics on ques 9b,c

For prepaid customers

• Among our factors important factor
coming out is tariff vouchers, balance
expiry, customer service.

For post paid customers

• Most important factor coming out is
accuracy of the bill, flexibility of mode of
payment.

38
 FINDINGS

• Few years back mobile connections were not

common among the students. But with the
mobile revolution now we can find almost every
student with mobile phone.

• Most of the students prefer prepaid connections

than postpaid connections.

• Most preferred cellular company amongst the

students is airtel and the least preferred
company is reliance.

• Mostly the students are satisfied with the

services provided by the different cellular
companies.

• Maximum number of respondents were attracted

towards the coverage facility and the least like
the roaming services.

39
 • T.V. and internet are the best media
advertisements that put more impact on the
students buying decisions

• The monthly expense of maximum students was

ranging from 150-300.

• Maximum number of students are loyal to there

particular service providers and they were using
there connections since 2 years.

RECOMMENDATIONS

After went through the entire project report, we find

certain conclusions which enforce us to the following
reco mendations.

 Company should try to emphasize on promotion

of post paid connections and in that
advertisement they should highlight flexibility of
payment mode and accuracy of bill

 Companies should do more R & D to find out

reason behind customers’ switching even though
they are satisfied with the service, so as to
convert their existing customers into loyal
customers

 Companies which are not preferred should give

more importance to factors like tariff voucher,
balance enquiry and customer service as these

40
 are the most prefered factors by the
respondents.

• Few years back mobile connections were not

common among the students. But with the
mobile revolution now we can find almost every
student with mobile phone. So service providers
should concern about.

• Most of the students prefer prepaid connections

than postpaid connections. Mobile service
providers should give more emphasis on prepaid
connections.
• Most preferred cellular company amongst the
students is airtel and the least preferred
company is reliance. So reliance
communications should more concern about
youngsters.

• Mostly the students are satisfied with the

services provided by the different cellular
companies.

• Maximum number of respondents were attracted

towards the coverage facility and the least like
the roaming services. Overall sampling
population gave more emphasis on voice clarity,
so service providers should give more emphasis
on these parameters.

• Maximum number of students are not hard core

loyal to there particular service providers and

41
 they were using there connections since 10
months.

• Most of the customers are satisfied with the

services of their service providers.

• The monthly expense of maximum students was

ranging from 150-300. while expenditure of
overall sampling population inclined more than
Rs 500.

• Most of the people concern about features like

call forwarding, call waiting, call drop, call
restriction so service providers should give more
emphasis on these parameters.

BIBLIOGRAPHY

BOOKS:
• Marketing Research – G. C. Beri
• Research Methodology – C.R Kothari
• Principles of Marketing – Philip Kotler

Web Resources:

• www.trai.gov.in
• http://www.tataindicom.com/t-aboutus-ttsl-
organization.aspx
• http://www.rcom.co.in/webapp/Communications/
rcom/Aboutus/aboutus_home.jsp

42
 • http://www.ideacellular.com/IDEA.portal?
_nfpb=true&_pageLabel=IDEA_Page_AboutIdea
• http://www.bsnl.co.in/about.htm

QUESTIONNAIRE

We are the student of JAIPURIA INSTITUTE OF MANAGEMENT,

LUCKNOW. We are conducting a survey on consumer preference on
mobile connection and the data is used only for the research
requirement for the PGDM course.

1. Do you have any mobile connection ?

Yes No

If yes, then Prepaid Postpaid

2. How many connections do you have ?

1 2 3 more than 3

43
 3. Which mobile connection you are currently using?

Airtel BSNL Idea Spice

Reliance Vodafone Tata Indicom

Other

4. Are you satisfied with the service?

Yes No

5.How often do you switch your service provider?

Every 3 months Every 6 months

Every year Every 2-3 year Never

6. For how long you are availing service of this particular service
provider?

Less than 1 year 1-2 year more than 2 year

7. How much is your monthly expense on mobile connection?

Less than 150 150-300 300-500 More than

500

8. Would you like to switch from your current service provider in the
future?

yes no

44
9. Please rate your preference in selecting a service provider on the
following scale :-

o 1 – not important

o 2 – slightly important

o 3 – average

o 4 – important

o 5 – most important

Tick Against the Most Appropriate

(a)For all types of customers

Parameters
1 2 3 4 5
1.Voicemail
2. 3 way calling
3.Call waiting
4.Call Forwarding
5.Call Hold
6. Call Restriction
7. Intercity call Transfer
8.caller tunes
9.Call drop
10.Voice clarity
11. CLIP(Caller tune identity presentation)
12. set related schemes
13.Roaming charges
14.Internet Facility

(B) Only for prepaid customers

Parameters
1 2 3 4 5
1. Availability of Recharge Vouchers
2.Mode of Recharge
3. Balance expiry/inquiry

45
 4.Special messages and tones
5.Distribution Centers
6. tariff vouchers
7.Periodic reviews
8.Customer service

(C)Only for postpaid customer

Parameters 1 2 3 4 5
1.Accuracy of the bill
2.Timeliness
3.Flexibility on mode of Payment
4.Infoshop
5. International direct dial
6.Itemized billing
7. one touch GPRS(MMS)
8.Remind billings
9.Detailed billing facilities

Age Less 20-30 31-40 40 and

(years) than above
20
Gender Male Female

Max. High Intermediat Graduate Post Professional

Educatio School e graduate course
n
Professi Studen Employed in Employed Professional Self Housewif Retire
on t private in (Doctor, Employe e d
sector governmen Lawyer d
t sector etc.)
Personal < 10000- 20001- 35001- 50001&
avg. 10000 20000 35000 50000 above
monthly
income
+

46
47
48
+

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