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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil.

, PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

CHAPTER – I
INTRODUCTION
Consumer

A consumer is an individual who purchase or has the capacity to purchase


goods and services offered for sale by marketing institutions in order to satisfy
personal or household needs,

wants or desires.

According to a statement made by Mahatma Gandhi, ‘consumer refers to


the following, “A consumer is the most important visitor on our premises. He is
not dependent on us. We are dependent on him. He is not an outsider to our
business. He is part of it. We are not doing him a favour by serving him. He is
doing us a favour by giving us an opportunity to do so”.

So consumer is like the blood of our business and also a satisfied


customer is a word of mouth advertisement of a product / services.

1.1. CONSUMER SATISFACTION


Every human being is a consumer of different produces. If there is no
consumer, there is no business. Therefore, consumer satisfaction is very
important to every business person.

According to Philip Kotler consumer satisfaction is defined on, “personal


feeling of pleasure resulting from comparing a product’s pursued performance
in relation to his /her expectations”.

Consumer attitude measurements are taken on either potential buries or


existing client’s buries in order to identify their characteristics. Why should the
competent market engineer conduct consumer research? Consumer’s surverys
can provide the researcher with a wealth of information, valuable of the
marketing function.

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

Detailed information regarding the customer in a market will provide the


basic platform for all marketing decisions. Marketing decision maker needs
descriptive information about the total potential unit and dollar sales in each
segment. Perhaps the most important one is that a seller need to be aware of the
relevant objective and need of consumer and how their objectives might best be
served by the products.

MARKET
The term market is derived from Latin Word ‘Mercatus’, which means ‘to
trade’ that is purchasing and selling of goods. It also means merchandise truthic
place of business.

According to Pyle, “Market includes both place and region in which


buyers and sellers or in free competition with one another”.

MARKETING
Marketing includes all the impacts involved in the exchange process of
transferring the possession and ownership of goods or services from the
producer to the ultimate consumer’s.

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

MARKETING FORMULA
a. The foremost step is business aims at profit.

b. For profit making he can sell the products.

c. For selling the product he should create customers.

d. For creating the customer’s, customer’s needs of preferences to be


identified and satisfied.

e. To satisfy the customer’s new product to be produced.

Marketing is trying to learn,

 Who buy the products or services?

 How do they buy?

 When do they buy?

 Where do they buy?

 Why do they buy?

 How often they buy?

It is otherwise called understand and predict human actions in their


buying role. A marketer is act as consumers while them purchasing any goods
/services, and try to market that product to an ultimate consumer. So, marketing
is starts with consumer and ends with consumer.

So, today’s market is called on consumer market. It can be defined on,


“All the individuals and households who buy goods and services for personal
consumption”.

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

So, the consumer satisfaction is get more importance in the marketing


functions.

1.2. Importance of consumer satisfaction


The needs to satisfy customer for success in any commercial enterprise is
very obvious. The income of all commercial enterprise is derived from the
payments received for the products and services supplied to its customers. If
there is no customer there is no income and there is no business. Then the core
activity of any company is to attract and retain customers. It is therefore no
surprise that Peter Drucker the renowned management Guru, has said “to satisfy
the customers is the mission and purpose of every business”.

Satisfaction of customer is essential for retention of customer’s and for


continuous sales of the products and services of the company to customers. This
establishes the needs for and the importance of customer satisfaction. The
satisfaction of consumers is different from one to another. Became, each
consumer has the different behaviour in their life. So, the marketer satisfy the
consumer, he must very well know the behaviour of consumer.

1.4.Consumer behaviour:

The term consumer behaviour may be defined as the behaviour that


consumer displays in searching for purchasing, using, evaluating, producing,
services and ideas which they expect will satisfy their needs. In other words, “It
is a study of physiological, social, physical, behaviours of all potential customer
as they become aware of evaluation, purchase and consumption and tell other
about products and services”.

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

The study of consumer behaviour is the study of how individuals make


divisions to spend their resources like money, energy, time, etc. on consumption
of products.

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

1.5.Objectives of the study:

 To study the evaluation of cell phones with particular reference to India.

 To ascertain the attributer which influenced the customer’s in selecting a


particular cell phone services provider.

 To study the consumer’s satisfaction towards different cell phone service


providers in Coimbatore city.

 To assess the problems faced by the cell phone users in Coimbatore city.

 To offer valuable suggestions to improve the services of cell phones in


Coimbatore city.

1.6.Need of the study:

Exchange of information becomes the necessity of life to a common man.


In the modern world an individual tends to communicate anything to everything
right from the place where he/she stands. Even while riding vehicle he / she
wants communicate within a fraction of second at quick speed with clear voice,
without any disturbance. Like line crossing, out of order, etc. most of which
lack in the connection given by the department of tele-communication. Cell
phones emerges as a boon quench such a thirst, the by providing facilities,
which a common man cannot imagine. Though cell phone industry has its origin
in the recent past and the growth has been excellent.

Day by day many new competitors enter the market with new attractive
schemes, provide additional facilities, add new features to existing ones, reduce
the charges her incoming and outgoing calls, introduce varieties of handsets,
models a healthy competition that benefits the subscribers. Hence in this
context, it is important to study the functioning of cellular phone services and
the utilization of their services by the telephones.

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

1.7.Scope of study:
The present study is contained to Coimbatore and it is decided to consider
Airtel, Aircel and etc. cell phone service rendered to the customers. In
Coimbatore there are various cellular services available. Sack as Airtel, Aircel
and etc. but the cellular services has been selected to study the consumer’s
satisfaction in it is the most popular private cellular services.

The main objectives of this study is to analyze the customers satisfaction


and problems, faced by Airtel, Aircel, etc., cellular services in Coimbatore city
has been taken for the current research work.

1.8.Statement of problem:
In our country the growth of service marketing especially mobile phone
industry is still in its infancy stage, as compared to the industrially advanced
countries. It is for the fact that the economy of our country has been in the
developing stage. There are various mobile phones services provider’s in our
country and they are playing an essential role in fulfilling the needs of the
customers.

Now-a-days, the customers are more dynamic. Their taste, needs and
preference can the changing as per current scenario. Hence the development of
cellular industry mainly depends on the customer satisfaction. However the
following questions may arise regarding customer satisfaction.

1. Does the cell industry satisfy the social responsibility?

2. What are all expectations by the customer’s regarding service provided


by the cell phone service provider?

3. Whether the service provided by cell phone industry is satisfying the


customers?

4. Are the facilities available adequate to satisfy the customers?


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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

CHAPTER II
REVIEW OF LITERATURE
A brief literature would be of immense help to the researcher in gaining
insight into selected problem. The researcher would gain good background
knowledge of the problem by reviewing certain studies. A reference to these
entire studies will be related in the contest of the shaping the present study.

Samuval, in his study found that most of the respondents consider, size,
quality, price, instrument servicing are an important factors for selecting the
handset of majority of the respondents are satisfied over the payment system,
quality of services, coverage area, and attending the complaints.

1. Samuvel, “customer satisfaction for cellular services, a study with a referacne


to BPL and Aircel mobile phones and services”, an unpublished M.Phil.,
dissertation, submitted to Bharathiar university, Coimbatore, December 2002.

Sree Nandhini, in her study shows that 88.3% of the respondents are cell
phone helps that to deal business matter confidently and effectively. This study
shows that attitude of the respondents using cell phones was not influenced by
either education or occupation and income.

2. Sree nandhini, “an investigation of user perception and altitude to cellular


phone in Coimbatore”, an unpublished submitted to Bharathiar university,
December, 2001.

P. Adhavan (2003), in his study “existing customer relation” found that


the dealer’s service regarding Aircel cellular is highly satisfactory.

Hutchison’s managing director Asim and Ghosh 2005 says in the article,
“Telecommunication” telecommunication is such a huge sector and it is so easy
to be reduced by its different ponts, but thankfully we were”

4. Asin Glosh, “telecommunication” business world 27th January 2003.

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

CHAPTER III
RESEARCH METHODOLOGY

Search of knowledge. A careful investigation or enquiry. A systematic


effort to gain new knowledge. Those are called an “Research”

Research is a movement of knowledge from known to unknown from the


available place to the required place.

According to Clifford wode, “Defining and re-defining problems


formulating the hypothesis or jusested solutions. Collecting, organizing and
evaluating data. Making detections and reaching conclusions to determine
whether fit the formulating the hypothesis”

The Purpose of research to find out solutions to the problem, which has
not been discovered by anybody.

3.1. Research methods:

Those methods which are used by the researcher during the course of
studying are research problem are termed on research methods.

3.2. Research methodology:

The research methodology, not only the research methods are but also
consider the logic behind the methods. They are in the contest of our research
studied. And explain why we are using a particular method or techniques and
we are not using others.

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

Descriptive research design:

In includes surveys, and facts finding enquires of different kinds. The


manor purpose of descriptive research is description of state of affairs on it
exists at present. The main character of this method is that the researcher has no
control threw over the variables. He can report what has happen or what is
happening.

Nature of data:

In this study primary data are used.

Collection of data:
The data were collected from the respondents through the distribution of
questionnaire.

Area of the study:

This study covers Coimbatore city only.

Sample size:

The sample size of this study is 104.

Tools for analysis:

Along with the usual statistical tools such as tables, percentages, bar
charts, chi-squire test we sued for analyzing the data and arriving at the
conclusion.

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

Hypothesis of the study;

On the basis of review of previous studies and on the basis of observation


made during our collection of data, the following null hypothesis was formed.

There is no significant association between persona variables such as age,


gender, educational qualifications, monthly income, marital status, size of the
family and their awareness level of consumers and different cell phone services
providers.

3.3. Limitations of the study:

Though the detailed investigation is made in the present study, uit has got the
following limitations.

1. This study is restricted only to the Coimbatore city. So, the results may
not be applicable to other areas.

2. This study is based on the prevailing customer’s satisfaction. But the


customer’s satisfaction may change according to time, fashion,
technology, development, etc.

3. As per the population of the study is huge, the researcher has taken only
100 sample respondents from each service providers.

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

CHAPTER IV
INTRODUCTION OF INDUSTRY
4.1. EVALUATION OF CELLULAR PHONES

The basis concept of cellular phones began in 1947, when researchers


looked at crude mobile (car) phones and realized that by using small cells
(range of service area) with frequency reuse could increase the traffic capacity
of mobile phones substantially, however, the technology to do it was
nonexistent.

Anything to do with broadcasting and sending a radio or television


message out over the airwaves comes under a Federal Communications
Commission (FCC) regulation that a cellular phone is actually a type of two-
way radio. In 1947, AT & T proposed that the FCC allocate a large number of
radio spectrum frequencies so that wide-spread mobile phone service could
become feasible and AT & T would have a incentive to research the new
technology. We can partially blame the FCC for the gap between the concept of
Cellular phone service and it’s availability to the public. Because of the FCC
decision to limit the cellular phone frequencies in 1947, only twenty three
cellular phone conversation could occur simultaneously in the same service area
– not a market incentive for research.

The FCC reconsidered its position in 1968, and stated “if the technology
to build a better mobile phone service works, we will increase the cellular phone
frequencies allocation, freeing the airwaves for more mobile phones.”

AT & T – Bell Labs proposed a cellular phone system to the FCC of


many small, low-powered broadcast towers, each covering a ‘cell’ a few miles I
radius, collectively covering a larger are. Each tower would use only a few of
the total frequencies allocated to the cellular phone system, and as cars moved
across the area their cellular phones cells would be passed form tower to tower.
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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

INDIVIDUAL Inventors and Mobile Phone Patents


Dr. martin cooper for Motorola.
US03906166
09 / 16 / 1975
Radio telephone system
Martin Cooper, Richard W. Dronsuth,; Albert J. Mikulski, Charles N.
Lynk Jr., James J. Mikulsk, John F. Mitchell, Roy A. Richardson, John
H.Sangster
Related class Patents
Related to cellular phone patents and cordless Phones, 64 patents listed.

By 1977, AT&T Bell Labs constructed and operated a prototype cellular


phone system. A year later, public trials of the new cellular phone system were
started in Chicago, IL with over 2000 trial cellular phone customers.

In 1979, the first commercial cellular phone system began operation in


Tokyo. In 1981, Motorola and American Radio phone started a second U.S.
cellular radio-phone system test in the Washington/Baltimore area. By 1982, the
slow moving FCC finally authorized commercial cellular phone service for the
USA. A year later, the first American commercial for analog cellular phone
service or AMPS (Advanced Mobile Phone Service) was offered in Chicago, IL
by Ameritech.

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

Despite the incredible demand, it took cellular phone service 37 years to


become commercially available in the United States. Consumer demand quickly
outstripped the cellular phone system's 1982 standards, by 1987, cellular phone
subscribers exceeded one million, and the airways were crowded. Three ways of
improving services existed:

• one - increase cellular phone frequencies allocation


• two - split existing cellular phone cells
• three - improve the cellular phone technology

The FCC did not want to handout any more bandwidth and
building/splitting cells would have been expensive and add bulk to the cellular
phone network. To stimulate the growth of new cellular phone technology, the
FCC declared in 1987 that cellular phone licensees may employ alternative
cellular phone technologies in the 800 MHz band. The cellular phone industry
began to research new transmission technology as an alternative.

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

4.2. ANALYSIS OF MOBILE COMMUNICATION SPREAD AND ITS


IMPLICATIONS IN INDIA

History of Cellular Telephony in India

Initially Department of Telecommunications (DoT) was the only


monopoly operator in the country. Telecommunication sector was recognized
by the Government of India as one of the few basic infrastructure sectors for the
country. Under the Government policy of economic liberalization, privatization
and competition in India, private sectors have been allowed to enter the public
telecommunication field (where Government was a monopoly). In 1992
telecommunication sector in India was liberalized to bridge the gap through
government spending and to provide additional resources for the nation’s
telecom target. The objective of the reform was making the telecommunications
within the reach of all, thereby achieving universal service, covering all villages
and bringing the telecommunication services to the world standard, while
protecting the defense and security needs of the country.

In 1993 the telecom industry got an annual foreign investment of Rs 20.6


million. In 1994 license for providing cellular mobile services was granted by
the Government of India for the Metropolitan cites of Delhi, Mumbai, Kolkata
and Chennai. Initially Cellular mobile services were duopoly (i.e. not more than
two cellular mobile operators could be licensed in each telecom circle), under a
fixed license fee. In 1995, government opened up 19 more telecom circles and
issued mobile licenses.

To regulate and settle disputes Telecom Regulatory Authority of India


was set up in 1997 and in 1999 National Telecom Policy was announced by the
Government of India. In order to speed up the development of the telecom
sector, all telecom services were opened up for private sector participation.

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

Unrestricted entry is allowed in the basic services, national and


international long distance service, in global mobile personal communication by
satellite (GMPCS) service, VSAT and Public Mobile Radio Trunked Service
(PMRTS). All telecom sectors under DoT was handed over to new public
Sector Undertaking viz, Bharat Sanchar Nigam Limited (BSNL) which was
registered under Company’s Act in 1st October 2005.BSNL covers the entire
country except Delhi and Mumbai Metros which are under Mahanagar
Telephone Nigam Limited (MTNL).

Major Service providers in India

Two different technologies are deployed by the mobile operators in India


namely GSM and CDMA.The GSM service providers are Bharthi, BSNL,
Hutch, IDEA, Aircel, Reliance, Spice, MTNL and BPL, whereas the CDMA
service providers are TATA, HFCl, Shyam, and Reliance. Figure 1 shows the
market share of each service provider in India. India’s mobile market is
dominated by foreign companies for high end telecom equipments, handsets,
transmission equipments etc., Nokia, Samsung, and Motorola are the three
important vendors for handsets. Other vendors who have their share in this
market are L.G, Alcatel, Sony Ericsson, Siemens, National Panasonic, Philips,
Mitsubishi, and Sagem.

MOBILE SUBSCRIBER STATISTICS

Recently, mobile phone connections in India have crossed the 100-


million mark, which means over nine in 100 Indians have a phone. Adding on to
this benevolent and happy information, telecom companies are anticipating the
number will nearly treble in the next two years. According to a survey, by 2006,
the cellular networks are expected to cover 3,50,000 (out of 6,07,000) villages,
covering 450 million people.

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

Market Share of both mobile and wire line Service Providers in India

GSM Subscribers

The cumulative All India GSM subscriber base rose to 72.12 million in
April 2006 from 69.19 million in March 2006 which is a growth of 4.23% for a
month under review. Table I shows the subscribers growth rate for one month
along with market share of each provider with coverage

CDMA Mobile Subscribers

The total cumulative all India CDMA subscriber base rose by 0.97
million from 23.25 million in March 2006 to 24.22 million in April 2006,
representing a growth of 4.2% in the month under review. A summary picture
of the company wise performance is given in Table II.

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

4.3. TELECOM IN RURAL INDIA

India has an urban population of about 26.8% and rural population is


about 73.2%. And there are over 600,000 villages in India. But a vast section of
the rural sector is still cut off from the benefits of telecom services.

GSM SUBSCRIBERS GROWTH RATE

No of Subscribers Percentage
Company (in millions) of Market Service Areas
March 2006 April 2006 Share
Bharthi 19.57 20.68 28.7% 23
BSNL 17.16 17.59 24.4% 21
Hutch 15.36 16.06 22.3% 16
IDEA 7.37 7.64 10.6% 11
Aircel 20.61 2.83 3.9% 7
Reliance 1.90 2.01 2.8% 8
Spice 1.93 1.98 2.7% 2.
MTNL 1.94 2.02 2.8% 2
BPL 1.34 1.31 1.8% 1
Total 69.19 72.12 100%

The rural population of around 700 million is waiting for its share of
economic growth. Initially the big telephone companies focused only on urban
centers, which they felt were more profitable. However, this mindset is
gradually changing with the realization that there is equal, if not bigger money
in rural areas.

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

CDMA SUBSCRIBERS GROWTH RATE

No of Subscribers
Percentage of
Company (in millions) Service Areas
Market Share
March 2006 April 2006
Reliance 18.307 18.809 77.65% 20
TATA 4.851 5.323 21.98% 20
HFCl 0.062 0.062 0.26% 1
Shyam 0.027 0.028 0.11% 1
Total 69.19 72.12 100%

It is estimated that a one per cent increase in rural connectivity can


generate 0.5 per cent economic growth. Thus a well-planned 10 per cent
increase in rural connectivity can propel India into double-digit growth and
unprecedented prosperity.

4.4. ECONOMIC BENEFITS OF MOBILE SERVICES IN INDIA

According to a study conducted by the reputed international agency,


Ovum on “The economic benefits of mobile services in India” the Indian mobile
industry is a major contributor to the social and economic growth of the
country, in terms of employment generation, revenues to the Government, GDP
growth and rural development.

Employment

Because of the mobile industry about 3.6 million jobs could be


generated directly or indirectly. Ovum has also estimated that employment
dependent on the industry is expected to rise by at least 30% over the next 12
months.

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

Government Revenues

The Government can generate Rs.145 billion per annum through


License Fees, Spectrum Fees, Import Duties, Taxes, etc. from Mobile industry.

GDP

The mobile services industry can generate an annual GDP contribution


of Rs. 313 billion.

Rural Development

Research shows that having access to telecommunications would


substantially improve the social and economic conditions of people living in
rural areas by improving access to family, education, health and financial
services and by enabling the development of non-agricultural economic
activity. Government has set a target of 20% for rural mobile coverage by the
end of 2004 and 75% by the end of 2006. Taking the OVUM findings as the
base, COAI has tried to estimate the benefits from mobile communications for
the future years. The benefits listed by OVUM are for a subs base of 48
million in January 2005. Pro-rating the data on a simplistic estimate at a
mobile subscriber base of 200 million in 2007, the industry would contribute
10 million jobs and Rs.500 billion annual revenue to the Government.

4.5. FUTURE OF MOBILE COMMUNICATION IN INDIA

India initially started with GSM technology for mobile communication.


Being a technology neutral country, India later allowed for CDMA technology
also. Now 2.75G EDGE technologies has been implemented and used. BSNL
has got license for bringing 3G into operation. Trials are being conducted for
3G implementation in the four metropolitan cities of India. Commercial 3G will
be started by March 2007.

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

With the dwindling revenues of the operators from the data and voice
there is a need to look at newer applications to fuel growth of the telcos.TV on
Mobile has emerged as a solid and potent answer to this consumer yearning.
South Korea, China, South Africa, Australia and Europe have seen this need
and have acted upon the same by implementing TV on Mobile.

India is around the corner for implementation of similar technology for


the benefit of consumers, operators, content providers and Government. It
promises to be a USD 1 billion industry by 2010, if roadmaps are created and
implemented properly.

4.6. DETAILS ABOUT SERVICE PROVIDERS:

4.6.1. Aircel:

Aircel is now a period part of Maxis, an international conglomerate and


the leading cellular service provider in Malaysiya with over 7 million
subscribers and a firm commitment to providing seamless connectivity ans
superior technology to every customer. A recipient of multiplicity accolades,
maxis has been deemed as the brand of the year 2006 in Malaysia. Aircel is
rapidly spreading across the state of Tamilnadu with connectivity in 1000 towns
and 11,000 villages, serving, serving over 50 lakh happy subscribers. Known
for its superior tariff offering and cutting-edge technology, aircel has recently
been honoured as the No.1 operator across a metor circles for customer
satisfaction by Voice and Data magazine’s survey in 2006. Currently, aircel has
a marked presence in the North and North East circles of the country including
Rest of West Bengal, Orissa, Sikkim, Manipur, Jammu and Kashmir, Himachal
Pradesh and Bihar.

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

4.6.2. Bharti Airtel:

Telecom giant Bharti Airtel is the flagship company of Bharti


Enterprises. The Bharti Group has a diverse business portfolio and has created
global brands in the telecommunication sector. Bharti has recently forayed into
retail business as Bharti Retail Pvt. Ltd. under a MoU with Wal-Mart for the
cash & carry business. It has successfully launched an international venture with
EL Rothschild Group to export fresh agri products exclusively to markets in
Europe and USA and has launched Bharti AXA Life Insurance Company Ltd
under a joint venture with AXA, world leader in financial protection and wealth
management.

Airtel comes to you from Bharti Airtel Limited, India’s largest integrated
and the first private telecom services provider with a footprint in all the 23
telecom circles. Bharti Airtel since its inception has been at the forefront of
technology and has steered the course of the telecom sector in the country with
its world class products and services. The businesses at Bharti Airtel have been
structured into three individual strategic business units (SBU’s) - Mobile
Services, Airtel Telemedia Services & Enterprise Services. The mobile business
provides mobile & fixed wireless services using GSM technology across 23
telecom circles while the Airtel Telemedia Services business offers broadband
& telephone services in 94 cities. The Enterprise services provide end-to-end
telecom solutions to corporate customers and national & international long
distance services to carriers. All these services are provided under the Airtel
brand.

4.6.3. BSNL

Bharat Sanchar Nigam Ltd. formed in October, 2000, is World’s 7th


largest Telecommunications Company providing comprehensive range of
telecom services in India: Wireline, CDMA mobile, GSM Mobile, Internet,
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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

Broadband, Carrier service, MPLS-VPN, VSAT, VolP services, IN Services


etc. Within a span of five years it has become one of the largest public sector
unit in India. BSNL has installed Quality Telecom Network in the country and
now focusing on improving it, expanding the network, introducing new telecom
services with ICT applications in villages and wining customer’s confidence.
Today, it has about 47.3 million line basic telephone capacity, 4 million WLL
capacity, 20.1 million GSM capacity, more than 37382 fixed exchanges, 18000
BTS, 287 Satellite Stations, 480196 Rkm of OFC Cable, 63730 Rkm of
Microwave Network connecting 602 Districts, 7330 cities/towns and 5:5 Lakhs
villages.

BSNL is the only service provider, making focused efforts and planned
initiatives to bridge the Rural-Urban Digital Divide ICT sector. Infact there is
no telecom operator in the country to beat its reach with its wide network giving
services in every nook and corner of country and operates across India except
Delhi and Mumbai. Whether it is inaccessible areas of Siachen glacier and
North-eastern region of the country. BSNL serves its customers with its wie
bouquet of telecom services. BSNL is number one operator of India in all
services in its license area. The company offers vide ranging and most
transparent tariff schemes designed to suite every customer.

BSNL cellular service, Cellone, has more than 17.8 million cellular
customers, garnering 24 percent of all mobile users as its subscribers. That
means that almost every fourth mobile user in the country has a BSNL
connection. In basic services, BSNL is miles ahead of its rivals, with 35.1
million basic phone subscribers, that is, 85 percent share of the subscriber base
and 92 percent share in revenue terms. BSNL has more than 2.5 million WLL
subscribers and 2.4 million internet customers who access internet through
various modes namely, Dial-Up, Leased Line, DIAS, Account Less Internet
(CLI). BSNL has been adjudged as the number one ISP in the country.

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

BSNL has set up a world class multi-gigabit, multi-protocol convergent


IP infrastructure that provides convergent services like voice, data and video
through the same Backbone and Broadband Access Network. At present there
are 0.6 million Data One broadband customers. The company has vast
experience in Planning, Installation, network integrating and maintenance of
Switching and Transmission Networks and also has a world class ISO 9000
certified telecom training institute.

Scaling new heights of success, the present turnover of BSNL is more


than Rs.351,820 million (US $8 billion) with net profit to the tune of Rs.99,390
million (US $2.26 billion) for last financial year. The infrastructure asset on
telephone alone is worth about Rs.630,000 million (US $14.37 billion). BSNL
plans to expand its customer base from present 47 million lines to 125 million
lines by December 2007 and infrastructure investment plan to the tune of
Rs.733 crores (US $16.67 million).

4.6.4. RELIANCE

The late Dhirubhai Ambani dreamt of a digital India – an India where the
common man would have access to affordable means of information and
communication. Dhirubhai, who single-handedly built India’s largest private
sector company virtually from scratch, had stated as early as 1999:”Make the
tools of information and communication available to people at an affordable
cost. They will overcome the handicaps of illiteracy and lack of mobility”.

It was with this belief in mind that Reliance Communications (formerly


Reliance Infocomm) started laying 60,000 route kilometers of a pan-India fiber
optic backbone. This backbone was commissioned on 28 December 2002, the
auspicious occasion of Dhirubhai’s 70th birthday, though sadly after his
unexpected demise on 6th July 2002.

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

Reliance Communications has a reliable, high-capacity, integrated (both


wireless and wireline) and convergent (voice, data and video) digital network. It
is capable of delivering a range of services spanning the
entire infocomm (information communication) value chain, including
infrastructure and services – for enterprises as well as individuals, applications,
and consulting.

Today, Reliance Communications is revolutionizing the way India


communicates and networks, truly bringing about a new way of life.

4.6.5. TATA TELESEVICES

Tata Teleservices is part of the INR Rs.120000 Crore (US$ 29 billion)


Tata Group, that has over 87 companies, over 330,000 employees and more
than 2.8 million shareholders. With a committed investment of INR 36,000
Crore (US$ 7.5 billion) in Telecom (FY 2006), the group has a formidable
presence across the telecom value chain.

Starting with the major acquisition of Hughes Tele.com (India) Limited


[now renamed Tata Teleservices (Maharastra) Limited] in December 2002 the
company swung into an expansion mode. With the total investment of
Rs.19,924 crore, Tata Teleservices has created a pan India presence spread
across 20 circles that includes Andhra Pradesh, Chennai, Gujarat, Karnataka,
Delhi, Maharastra, Mumbai, Tamil Nadu, Orissa, Bihar, Rajasthan, Punjab,
Haryana, Himachal Pradesh, Uttar Pradesh (E), Uttar Pradesh (W), Kerala,
Kolkata, Madhya Pradesh and West Bengal.

Tata Teleservices has a strong workforce of 6000. In addition, TTSL has


created more than 20,000 jobs, which will include 10,000 indirect jobs through
outsourcing of its manpower needs.

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

Today, Tata Teleservices Limited along with Tata Teleservices


(Maharastra) Limited serves over 21 million customers in over 4000 towns.
With an ambitious rollout plan both within existing circles and across new
circles, Tata Teleservices offers world-class technology and user-friendly
services in 20 circles.

4.6.6. TTML ORGANIZATION

Tata Teleservices Maharastra Limited (TTML) spearheads the Tata


Group’s presence in the Indian telecom sector by being the premier
telecommunication service provider, licensed, to provide services in Maharastra
(including Mumbai) and Goa. Formerly Hughes Tele.com (India) ltd., the
company was renamed to Tata Teleservices Maharashtra Ltd subsequent to the
acquisition of 70.83% equity shareholding by TATA Group in December 2002.
The company’s shares are traded on the Bombay Stock Exchange (BSE) and the
National Stock Exchange (NSE).

Tata communications Ltd. unites the industry and market expertise


VSNL, VSNL international, Teleglobe, Tata Indicom Enterprise Business Unit,
VGSL and CIPRIS to become the leading integrated provider of
telecommunications solutions. The global reach and industry expertise of Tata
communications drives and delivers a new world of communications. The
company leverages its Tata Global Network, vertical intelligence and leadership
immerging markets to deliver value-driven, globally managed solutions.

4.6.7. Vodafone:

Vodafone, the world’s leading international mobile communications


company, has fully arrived in India brand will be lunched in India from 21st
September onwards. The popular and endearing brand, Hutch, will be
transitioned to Vodafone across India. This marks a significant chapter in the

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

evolutic brand change over the next few weeks will be unveiled nationally
through a high profile campaign covering all important media.

Vodafone, the world’s leading mobile telecommunication company,


completed the acquisition of Hutchison Essar in May 2007. Asim Ghosh,
managing director, Vodafone Essar, said “We have had a great innings as Hutch
in India and today marks a new begin that created Hutch, but an acceleration
into the future with Vodafone’s global expertise..” the Vodafone mission is to
be the communications leader in an increasingly connected world – enriching
customers lives, helping increased by delivering their total communication
needs.

About Vodafone Essar Limited:

Vodafone Essar in India is a subsidiary of Vodafone Group plc and


commenced operations in 1994 when its predecessor Hutchison tele Vodafone
essar now has operations in 16 circles covering 86% of India’s mobile customer
base, with over 34.1 million customers. Over the year, Vodafone Essar, under
the hutch brand, has been named the Most Respected Telecom Company, the
Best Mobile sender effective advertiser of the year. Vodafone is the world’s
leading international mobile communications company.

It now has operation network with over 200 million customers


worldwide. Vodafone has partnered with the Essar Group as its principal joint
venture partner. The Essar Group is a diversified business corporation with
interests spanning the manufacturing and service sectors like steel, energy,
construction. The group has an asset base of over Rs.400 billion and employer
over 20,000 people.

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

4.7. CONCLUSION

India has one of the world’s largest telecommunication network.


The telecom story continues to be the best evidence of the efficacy of the
reforms process. In just six years, the number of mobile subscribers has gone
from just about one million to 100 million, a subscriber base that only four other
countries China, the US, Japan and Russia can boast of. None can doubt the
correlation between this explosive growth in numbers and the steep decline in
the cost of the mobile phone and of its usage. Effective tariffs have dropped
from over Rs.14 a minute to Re 1, bringing the phone within reach of people
even below the middle-class. The Government may have, therefore, landed
itself a winner in the mobile phone, but the task of taking telecom to the other
90 per cent of the population will call for even greater innovation in
policymaking, technology and marketing.

Still three-fourths of the land mass is not illuminated by a cellular signal


and the price of the instrument is beyond the reach of a substantial section of the
population let alone the charges for its use. These issues, of course, can be
resolved by decisive policy action, such as a creative use of the Universal
Services Obligation fund that now has over Rs.70 billion, releasing adequate
spectrum to operators in the metros, and a proactive investment policy that
invites many more equipment manufacturers to set up base in this country. The
road for India achieving the top most position in telecommunication is no longer
a dream as India is nearing China in all aspects in few years India will over
power all countries and achieve its target of top most position in telecom
industry.

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

CHAPTER V

ANALYSIS AND INTERPRETATION

5.1. INTRODUCTION:

This chapter is allocated for analysis and interpretation of data. The


analysis of consumer satisfaction done by percentage analysis and chi-square
test

TABLE NO.-1
CONSUMER PREFERENCE TOWARDS CELL PHONE
SERVICE PROVIDERS

NAME OF THE
PERCENTAGE
CELL PHONE NUMBER OF
S.NO OF
SERVICE RESPONDENTS
RESPONDENTS
PROVIDER
1 AIRCEL 23 22.12
2 AIRTEL 53 50.96
3 BSNL 4 3.85
4 RELIANCE 8 7.69
5 TATA INDICOM 3 2.88
6 VODAFONE 12 11.54
7 OTHERS 0 0
TOTAL 104 100

INFERENCE:

Most of the respondents are using Airtel (50.96%) and 22.12% of


respondents are using Aircel. Others are used different cell phone service
providers.

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

TABLE NO: 2
Consumer’s preference towards cell phone service providers on the basis of age group

UPTO 20 YEARS 21 - 30 YEARS 31 - 40 YEARS 41 AMD ABOVE TOTAL


NAME OF
THE CELL
S.N
PHONE PERCENTAG PERCENTAG PERCENTAG PERCENTAG PERCENTAGE
O NO. OF NO. OF NO. OF NO. OF NO. OF
SERVICE E OF E OF E OF E OF OF
PROVIDER RESPONDENT RESPONDENT RESPONDENT RESPONDENT RESPONDENT
RESPONDENT RESPONDENT RESPONDENT RESPONDENT RESPONDENT
S S S S S
S S S S S

1 5 20.00 12 18.75 4 80 2 20 23 22.11


AIRCEL
2 15 60.00 33 51.56 1 20 4 40 53 50.96
AIRTEL
3 1 4.00 2 3.13 0 0 1 10 4 3.84
BSNL
4 0 0.00 5 7.81 0 0 3 30 8 7.69
RELIANCE
5 TATA 0 0.00 3 4.69 0 0 0 0 3 2.88
INDICOM
6 4 16.00 9 12.50 0 0 0 0 13 12.50
VODAFONE
7 0 0 0 0 0 0 0 0 0 0
OTHERS
TOTAL 25 100 64 100 5 100 10 100 104 100

INFERENCE:

 Among respondents upto 20 years of age group, majority of them (i.e. 60%) are using airtel folllowed by aircel
users(20%).
 Consumers in the age group of 21 – 30 years 51% of respondents are mostly prefer airtel (ie 51%) and 18% of
the respondents are using Aircel.
 80% of customers are using Aircel, who are in the age group of 31 – 40 years.
 41 and above – 40% of the respondents are using Airtel and 30% of respondents are using Reliance.

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

TABLE NO: 3

COMPOSITION OF RESPONDENTS ON THE BASIS OF


MARITAL STATUS

PERCENTAGE
MARITAL NUMBER OF
S.NO OF
STATUS RESPONDENTS
RESPONDENTS

1 MARRIED 30 28.85

2 UNMARRIED 74 71.15

TOTAL 104 100

INFERENCE:

The married respondents are using cell phones in 28.85%,


but the unmarried respondents are using cell phones in 71%.

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

65
A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

TABLE NO: 4

COMPOSITION OF RESPONDENTS ON THE BASIS OF


EDUCATION QUALIFICATION

PERCENTAGE
EDUCATIONAL NUMBER OF
S.NO OF
QUALIFICATION RESPONDENTS
RESPONDENTS

1 UP TO HSC 32 30.77

2 GRADUATION 65 62.50

3 PROFESSIONAL 7 6.73

4 OTHERS 0 0.00

TOTAL 104 100

INFERENCE:

The majority of the respondents 62.50% (graduates) are


using cell phones and 30.77% (upto HSC) respondents are using cell
phones.

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

TABLE NO: 5

COMPOSITION OF RESPONDENTS ON THE BASIS OF


OCCUPATION

PERCENTAGE
NUMBER OF
S.NO OCCUPATION OF
RESPONDENTS
RESPONDENTS

1 BUSINESS 16 15.38

2 PROFESSIONAL 2 1.92

3 EMPLOYEE 33 31.73

4 HOME MAKER 8 7.69

5 STUDENT 44 42.31

6 OTHERS 1 0.96

TOTAL 104 100

INFERENCE:

The students are using cell phones in 42% and the


employees are sing cell phones in 31.73% only.

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

TABLE NO: 6

COMPOSITION OF RESPONDENTS ON THE BASIS OF


FAMILY

INCOME (PER MONTH)

PERCENTAGE
FAMILY NUMBER OF
S.NO OF
INCOME RESPONDENTS
RESPONDENTS
LESS THAN
1 32 30.77
Rs.5,000
Rs.5,001 TO
2 48 46.15
10,000
Rs.10,001 TO
3 12 11.54
15,000
4 ABOVE 15,000 12 11.54

TOTAL 104 100

INFERENCE:

46% of respondents are get monthly income of Rs.5,000 –


Rs.10,000, and 30% of respondents are get monthly income as less than
Rs.5,000.

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

TABLE NO: 7

TABLE SHOWING VARIOUS FACTORS INDUCING TO


PURCHASE THE CELL PHONES

PERCENTAGE
INFLUENCING NUMBER OF
S.NO OF
FACTOR RESPONDENTS
RESPONDENTS

FAMILY
1 42 40.38
MEMBER
2 NEIGHBORS 2 1.92
3 RELATIONS 5 4.81
4 FRIENDS 39 37.50
5 ADVERTISEMENT 4 3.85
6 DEALERS 6 5.77
7 OTHERS 6 5.77
TOTAL 104 100

INFERENCE:

On the basis of purchasing the cell phones 40% of the


respondents are inducing by family members, and 5.77% of respondents
are only inducing by dealers and others.

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

TABLE NO: 8

COMPOSITION OF RESPONDENTS ON THE BASIS OF


PURPOSE OF PURCHASE OF THE CELL PHONES

PERCENTAGE
NUMBER OF
S.NO PURPOSE OF
RESPONDENTS
RESPONDENTS

FOR
1 15 14.42
BUSINESS
FOR
2 89 85.58
PERSONAL
TOTAL 104 100

INFERENCE:

15% of respondents are using cell phones for their business,


and 89% of respondents are using cell phones for their personal usage.

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

TABLE NO. : 9
Consumer’s preference towards cell phone service provider on the basis of scheme

Prepaid Post paid Total


Service Percentage Percentage
s. no No. of No. of No. of Percentage of
providers of of
respondents respondents respondents Respondents
Respondents Respondents
1. Aircel 22 21.15 1 0.97 23 22.12
2. Airtel 45 43.26 8 7.70 53 50.96
3. BSNL 2 1.92 2 1.92 4 3.85
4. Reliance 7 6.73 1 0.97 8 7.69

5. Tata indicom 1 0.97 2 1.92 3 2.88

6. Vodafone 9 8.65 4 3.85 13 12.50

7. Others 0 0 0 0 0 0
Total 86 18 104 100

INFERENCE: In prepaid, majority of the respondents are using Airtel (43.26%), 21.15% of the respondents using
Aircel, 1% of the respondents are only using Tata indicom. In post paid, majority of the respondents 7.70% are using Airtel,
and 0.97% of respondents are using Reliance and Aircel.

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

TABLE NO: 10

COMPOSITION OF RESPONDENTS ON THE BASIS OF


USEFULNESS OF
CELL PHONES

PERCENTAGE
NUMBER OF
S.NO USAGE OF
RESPONDENTS
RESPONDENTS

1 INCOMING 18 17.31

2 OUTGOING 2 1.92

3 BOTH 78 75.00

4 SMS 6 5.77

TOTAL 104 100

INFERENCE:

75% of the respondents are using cell phones for incoming and
outgoing, but 5.77% of respondents are only using cell phones for SMS.

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

TABLE NO: 11
TABLE SHOWING THE NUMBER OF RESPONDENTS ON THE BASIS OF AWARENESS OF VARIOUS SERVICES
PROVIDED BY THE SERVICE PROVIDERS

AWARE NEUTRAL UNAWARE TOTAL

VARIOUS
S.NO
SERVICES PERCENTAGE PERCENTAGE PERCENTAGE PERCENTAGE
NO. OF NO. OF NO. OF NO. OF
OF OF OF OF
RESPONDENTS RESPONDENTS RESPONDENTS RESPONDENTS
RESPONDENTS RESPONDENTS RESPONDENTS RESPONDENTS

SCHEME OF
1 INITIAL 63 60.58 35 33.65 6 5.77 104 100
PURCHASE
BALANCE
2 OF TALK 67 64.42 26 25.00 11 10.58 104 100
CHARGES
PERIODICAL
3
OFFERS 60 57.69 28 26.92 16 15.38 104 100
CALL
WAITING
4 AND CALL 61 58.65 25 24.04 18 17.31 104 100
DIVERTING
OPTION
MODES OF
5
PAYMENT 64 61.54 19 18.27 21 20.19 104 100
INFERENCE:

64% of respondents are awared about their talk charges, 57% of respondents are only awared about various period offers.

33% of respondents are less aware about their schemes and 18% of respondents are also less aware about their modes of
payments. 20% of respondents are unawared about their modes of payment and 5.7% of respondents only unawared about their
schemes.

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

TABLE NO: 12
INFLUENCING FACTORS TO PURCHASE THE CELL PHONE
(ANOTHER VIEW)

PERCENTAGE
NUMBER OF
OF
S.NO FACTORS RESPONDENT
RESPONDENT
S
S
1 DEPOSIT AMOUNT 13 12.50
2 BRAND IMAGE 48 46.15
3 AVAILABILITY 11 10.58
CREDIT FACILITY FOR
4 8 7.69
CONNECTION
CUSTOMER CARE
5 17 16.35
SERVICE
6 SERVICE CHARGES 7 6.73
TOTAL 104 100

INFERENCE:

48.15% of respondents are purchasing the particular service by its brand


image, and 16.35% of respondents are choosing the particular service provider
by their customer care service.

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

TABLE NO: 13
CONSUMER’S SATISFACTION LEVEL ON THE BASIS OF PRICE OF THE CELL PHONE PROVIDERS

NAME OF HIGHLY SATISFACTORY SATISFACTORY NON-SATISFACTORY TOTAL


THE CELL
PERCENTAGE PERCENTAGE PERCENTAGE PERCENTAGE
S.NO PHONE NO. OF NO. OF NO. OF NO. OF
OF OF OF OF
SERVICE RESPONDENTS RESPONDENTS RESPONDENTS RESPONDENTS
RESPONDENTS RESPONDENTS RESPONDENTS RESPONDENTS
PROVIDER
23 22.12
1 AIRCEL 4 15.38 15 21.42 4 50.00
53 50.96
2 AIRTEL 18 69.23 35 50.00 0 0.00
4 3.85
3 BSNL 0 0.00 3 4.29 1 12.50
8 7.69
4 RELIANCE 0 0.00 7 10.00 1 12.50
TATA 3 2.88
5 INDICOM 0 0.00 3 4.29 0 0.00
13 12.50
6 VODAFONE 4 15.38 7 10.00 2 25.00
0 0
7 OTHERS 0 0.00 0 0.00 0 0.00
TOTAL 26 100 70 100 8 100 104 100
INFERENCE:

69% of the resondnets are highly satisfied for the price of Airtel service provider and 15 % of respondents are only highly
satisfied for the price of Aircel and Vodafone. 50% of the respondents are satisfied (average) for the price of the Airtel, and 4%
of the respondents are satisfied (average) for the price of BSNL and Tata indicom. 50% of respondents are dissatisfied for the
price of the Aircel, and no percentage of respondents for the price of Airtel and Tata indicom.

84
A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

85
A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

TABLE NO: 14
CONSUMER’S SATISFACTION LEVEL ON THE BASIS OF PERFORMANCE OF SERVICE PROVIDER

NAME HIGHLY SATISFACTORY SATISFACTORY NON-SATISFACTORY TOTAL


OF THE
CELL
S.N PHONE PERCENTA PERCENT PERCENTA PERCENTA
NO. OF NO. OF NO. OF NO. OF
O SERVIC RESPONDEN
GE OF
RESPONDEN
AGE OF
RESPONDENT
GE OF
RESPONDEN
GE OF
E RESPONDEN RESPOND RESPONDEN RESPONDEN
TS TS S TS
PROVID TS ENTS TS TS
ER
23 22.12
1 AIRCEL 5 16.67 16 26.67 2 20.00
53 50.96
2 AIRTEL 19 63.33 31 51.66 3 30.00
4 3.85
3 BSNL 0 0.00 4 0.00 0 0.00
RELIANC 8 7.69
4 E 0 0.00 5 8.33 3 30.00
TATA 3 2.88
5 INDICOM 1 3.33 1 1.67 1 10.00
VODAFO 13 12.50
6 NE 5 16.67 7 11.67 1 10.00
0 0
7 OTHERS 0 0.00 0 0 0 0.00
TOTAL 30 100 64 100 10 100 104 100
INFERENCE:

63% of respondents are highly satisfied for the performance of Airtel service Provider, and 3.33% of respondents are only
highly satisfied for the performance of Tata indicom. 51.66% of respondents are satisfied (average) for the performance of
Airtel service provider and 1.67 % of respondents only satisfied (average) for the Tata indicom service. No% of respondents are
dissatisfied in BSNL service.
86
A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

87
A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

TABLE NO: 15
CONSUMER’S SATISFACTION LEVEL ON THE BASIS OF AFTER SALES SERVICE OF THE SERVICE PROVIDER

HIGHLY SATISFACTORY SATISFACTORY NON-SATISFACTORY TOTAL


NAME OF THE
CELL PHONE PERCENTAGE PERCENTAGE PERCENTAGE PERCENTAGE
NO. OF NO. OF NO. OF NO. OF
SERVICE OF OF OF OF
RESPONDENTS RESPONDENTS RESPONDENTS RESPONDENTS
PROVIDER RESPONDENTS RESPONDENTS RESPONDENTS RESPONDENTS

23 22.12
AIRCEL 6 14.28 14 31.11 3 17.65
53 50.96
AIRTEL 26 61.90 20 44.44 7 41.18
4 3.85
BSNL 1 2.38 2 4.44 1 5.88
8 7.69
RELIANCE 0 0.00 7 15.55 1 5.88
3 2.88
TATA INDICOM 1 2.38 0 0.00 2 11.76
13 12.50
VODAFONE 8 19.04 2 4.44 3 17.65
0 0
OTHERS 0 0 0 0.00 0 0.00
TOTAL 42 100 45 100 17 100 104 100
INFERENCE:

Majority of the respondents (61.90%) are highly satisfied about after sales service and Airtel and no% of respondents
are highly satisfied about the after sales service of Reliance. 44.44% and 31.11% of respondents are satisfied (average)
about after sales service of Airtel and Aircel. 41% of respondents are dissatisfied about after sales service of Airtel
and 5.8% of respondents are only dissatisfied about the after sales service of BSNL and Reliance.

88
A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

89
A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

TABLE NO: 16
CONSUMER’S SATISFACTION LEVEL ON THE BASIS OF SCHEMES AT THE TIME OF PURCHASING THE PARTICULAR CELL PHONE SERVICE
PROVIDER

NAME OF HIGHLY SATISFACTORY SATISFACTORY NON-SATISFACTORY TOTAL


THE CELL
S.N PERCENTAGE PERCENTAGE PERCENTAGE PERCENTAGE
PHONE NO. OF NO. OF NO. OF NO. OF
O OF OF OF OF
SERVICE RESPONDENTS RESPONDENTS RESPONDENTS RESPONDENTS
RESPONDENTS RESPONDENTS RESPONDENTS RESPONDENTS
PROVIDER
26.64 13 20.63 2 18.18 23 22.12
1 AIRCEL 8
53.33 33 52.38 4 36.36 53 50.96
2 AIRTEL 16
0.00 4 6.35 0 0.00 4 3.85
3 BSNL 0
3.33 3 4.76 4 36.36 8 7.69
4 RELIANCE 1
TATA 0.00 2 3.17 1 9.09 3 2.88
5 INDICOM 0
16.67 8 12.70 0 0.00 13 12.50
6 VODAFONE 4
0.00 0 0.00 0 0.00 0 0
7 OTHERS 0
TOTAL 30 100 63 100 11 100 104 100
INFERENCE:
53.33% of respondents are highly satisfied about the schemes at the time of purchasing the Airtel and no% of respondents are
highly satisfied about the schemes at the time of purchasing the BSNL and Tata indicom. 52.38% of the respondents are satisfied
(average) about the schemes of the time of purchasing Airtel. And 3% of the respondents are only satisfied (average) about the
schemes at the time of purchasing Tata indicom. No% of respondents are dissatisfied about the schemes at the time of purchasing
of BSNL and Vodafone and 36% of respondents are dissatisfied at the time of purchasing the Airtel.

90
A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

91
A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

TABLE NO: 17
CONSUMER’S SATISFACTION LEVEL THE BASIS OF PERIODICAL OFFERS PROVIDED BY THE SERVICE PROVIDERS

NAME OF HIGHLY SATISFACTORY SATISFACTORY NON-SATISFACTORY TOTAL


THE CELL PERCENTAGE PERCENTAGE PERCENTAGE
S.N NO. OF NO. OF NO. OF NO. OF PERCENTAGE
PHONE OF OF OF
O RESPONDENT RESPONDENT RESPONDENT RESPONDENT OF
SERVICE RESPONDENT RESPONDENT RESPONDENT
S S S S RESPONDENTS
PROVIDER S S S

7 25.00 12 26.67 4 12.90 23 22.12


1 AIRCEL
14 50.00 25 55.56 14 45.16 53 50.96
2 AIRTEL
3 10.71 0 0.00 1 3.23 4 3.85
3 BSNL
2 7.14 3 6.67 3 9.68 8 7.69
4 RELIANCE
TATA 0 0.00 1 2.22 2 6.45 3 2.88
5 INDICOM
VODAFON 3 10.34 3 6.67 7 22.58 13 12.50
6 E
0 0.00 0 0.00 0 0.00 0 0
7 OTHERS
TOTAL 29 100 44 100 31 100 104 100
INFERENCE:

On the basis of periodical offers 50% of Airtel respondents are highly satisfied, and no percentage of respondents are
highly satisfied in Tata indicom. 55% of the respondents are satisfied (average) of the Airtel’s periodical offers. 45% of the
respondents are dissatisfied of the Airtel’s periodical offers and 3% of respondents are only dissatisfied about the BSNL’s
periodical offers.

92
A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

93
A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

TABLE NO: 18

CONSUMER’S SATISFACTION LEVEL ON THE BASIS OF OUTGOING CALL CHARGES OF SERVICE PROVIDERS

NAME OF TOTAL
HIGHLY SATISFACTORY SATISFACTORY NON-SATISFACTORY
THE CELL
S.N PHONE PERCENTAG PERCENTAG PERCENTAG PERCENTAGE
O NO. OF NO. OF NO. OF NO. OF
SERVICE E OF E OF E OF OF
RESPONDENT RESPONDENT RESPONDENT RESPONDENT
PROVIDE RESPONDENT RESPONDENT RESPONDENT RESPONDENT
S S S S
R S S S S
25.81 9 20.00 6 21.43 23 22.12
1 AIRCEL 8
48.39 27 60.00 11 39.29 53 50.96
2 AIRTEL 15
3.23 1 2.22 2 7.14 4 3.85
3 BSNL 1
6.45 2 4.44 4 14.29 8 7.69
4 RELIANCE 2
TATA 0.00 1 2.22 2 7.14 3 2.88
5 INDICOM 0
VODAFON 16.12 5 11.11 3 10.71 13 12.50
6 E 5
0.00 0 0.00 0 0.00 0 0
7 OTHERS 0
TOTAL 31 100 45 100 28 100 104 100
INFERENCE:
On the basis of outging call charges, 48% of Airtel respondents are highly satisfied and no% of respondents are
satisfied for the outgoing call charges and Tata indicom. 60% of respondents are satisfied (average) about the
outgoing call charges of airtel and 2% of respondents only satisfied (average) in BSNL and Tata indicom’s outgoing
call charges. 39.2% of respondents are dissatisfied about the outgoing call charges of Airtel, 7% of the
respondents are only dissatisfied about the outgoing call charges of BSNL and Tata indicom.

94
A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

68
A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

TABLE NO: 18

CONSUMER’S ATTITUDE TOWARDS THE


IMPORTANCE OF CELL PHONES

PERCENTAGE
NUMBER OF
S.NO NATURE OF
RESPONDENTS
RESPONDENTS

1 NECESSITY 67 64.42

2 STATUS 16 15.38

3 LUXURY 9 8.65

4 COMPULSION 12 11.54
TOTAL
104 100

INFERENCE:

67% of the respondents are states that cell phones are


necessity, and 9% of respondents are only states that cell phones are
luxury.

69
A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

70
A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

CALCULATION OF SATISFACTORY SCORES


The Respondents were asked to state their level of
Satisfaction relating to some factors. Based on their responses the
satisfaction score obtained by each respondent was found out. Points or
scores were allocated based on the response. For each of the factor three
levels of satisfaction were assigned namely high, medium and low. For
high satisfied three points were given, for satisfied two and for not
satisfied one point was given. The total scores secured by each
respondent was thus arrived at. All the hundred respondents were
classified based on their level of satisfaction. Those who have obtained
up to 20 points were classified under low satisfaction category,
Respondents with 21 – 30 points were classified under medium
satisfaction category and those with more than 30 points were classified
under high satisfaction category.

NUMBER OF RESPONDENTS AND LEVEL OF


SATISFACTION

LEVEL OF NO. OF
SATISFACTION RESPONDENTS
HIGH SATISFACTION 33
MEDIUM SATISFACTION 50
LOW SATISFACTION 17
TOTAL 100

71
A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

CHI-SQUARE TEST

Chi-square test is one of the simplest and most widely used non-
parametric tests in statistical work. This test was first used by Karl
Pearson in the year 1900. The quantity describes the magnitude of the
discrepancy between theory and observation.

It is a method to test the relationship between the


theoretical (hypothesis) & the observed value.

Chi – square test (X2) = ∑ (O – E)2 / E

Degrees Of Freedom = V = (R – 1) (C -1)

Were,

‘O’ = Observed Frequency

‘E’ = Expected Frequency

‘R’ = Number of Rows

‘C’ = Number of Columns

For all the chi-square test the table value has taken @ 5% level
of significance.

72
A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

TABLE NO. 5.1

CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN


AGE AND SATISFACTION WITH REGARDING THE CELL
PHONE SERVICE PROVIDER

LEVEL OF SATISFACTION
AGE TOTAL
HIGH MODERATE LOW
UPTO 20 2 22 1 25
21 - 30 15 36 13 64
31 - 40 0 5 0 5
ABOVE 40 1 6 3 10
TOTAL 18 69 17 104

H O: There is no significant relationship between age and level of


satisfaction.

H1: There is significant relationship between age and level of


satisfaction
O E O-E (O-E)2 (O-E)2/E
2 4.50 -2.50 6.25 1.39
15 11.52 3.48 12.11 1.05
0 0.90 -0.90 0.81 0.90
1 1.80 -0.80 0.64 0.36
22 17.25 4.75 22.56 1.31
36 44.16 -8.16 66.59 1.51
5 3.45 1.55 2.40 0.70
6 6.90 -0.90 0.81 0.12
1 4.25 -3.25 10.56 2.49
13 10.88 2.12 4.49 0.41
0 0.85 -0.85 0.72 0.85
3 1.70 1.30 1.69 0.99
TOTAL 11.07

73
A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

X2 = ∑ (O-E)2 / E = 11.07

Number of degree of freedom:

ndf = (row-1) (column –1)

(3) (2)

= 6

Table value of x2 at 5% level of significant = 12.59

Conclusion:

HO is accepted since the calculated value of x2 (11.07) less


than the table value of x2 (12.59) hence there is no significant
relationship between level of satisfaction and age.

74
A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

TABLE NO. 5.2

CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN


GENDER AND SATISFACTION WITH REGARDING THE CELL
PHONE SERVICE PROVIDER

LEVEL OF SATISFACTION
GENDER TOTAL
HIGH MODERATE LOW

MALE 11 42 13 66

FEMALE 7 27 4 38

TOTAL 18 69 17 104

HO: There is no significant relationship between gender and level


of
satisfaction.

H1: There is significant relationship between gender and level of


satisfaction

O E O-E (O-E)2 (O-E)2/E


11 11.88 -0.88 0.77 0.07
7 6.84 0.16 0.03 0.00
42 45.54 -3.54 12.53 0.28
27 26.22 0.78 0.61 0.02
13 11.22 1.78 3.17 0.28
4 6.46 -2.46 6.05 0.94
TOTAL 1.59

75
A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

X2 = ∑ (O-E)2 / E = 1.59

Number of degree of freedom:

ndf = (row-1) (column –1)

(1) (2)

= 2

Table value of x2 at 5% level of significant = 5.99

Conclusion:

HO is accepted since the calculated value of x2 (1.59) less than


the table value of x2 (5.99) hence there is no significant relationship
between level of satisfaction and gender.

76
A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

TABLE NO. 5.3

CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN


MARITAL STATUS AND SATISFACTION WITH REGARDING
THE CELL PHONE SERVICE PROVIDER

MARITAL LEVEL OF SATISFACTION


TOTAL
STATUS HIGH MODERATE LOW

MARRIED 7 17 6 30

UNMARRIED 11 52 11 74

TOTAL 18 69 17 104

HO: There is no significant relationship between marital status and


level of satisfaction.

H1: There is significant relationship between marital status and


level
of satisfaction

O E O-E (O-E)2 (O-E)2/E


7 5.40 1.60 2.56 0.47
11 13.32 -2.32 5.38 0.40
17 20.70 -3.70 13.69 0.66
52 51.06 0.94 0.88 0.02
6 5.10 0.90 0.81 0.16
11 12.58 -1.58 2.50 0.20
TOTAL 1.91

77
A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

X2 = ∑ (O-E)2 / E = 1.91

Number of degree of freedom:

ndf = (row-1) (column –1)

(1) (2)

= 2

Table value of x2 at 5% level of significant = 5.99

Conclusion:

HO is accepted since the calculated value of x2 (1.91) less than


the table value of x2 (5.99) hence there is no significant relationship
between level of satisfaction and marital status.

78
A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

TABLE NO. 5.4

CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN


EDUCATIONAL QUALIFICATION AND SATISFACTION WITH
REGARDING THE CELL PHONE SERVICE PROVIDER

EDUCATIONAL LEVEL OF SATISFACTION


TOTAL
QUALIFICATION HIGH MODERATE LOW
UP TO HSC 6 4 18 28
GRADUATE 9 6 36 51
PROFESSIONAL 2 1 8 11
OTHERS 1 6 7 14
TOTAL 18 17 69 104

HO: There is no significant relationship between educational


qualification and level of satisfaction.

H1: There is significant relationship between educational


qualification and level of satisfaction
O E O-E (O-E)2 (O-E)2/E
6 5.04 0.96 0.92 0.18
9 9.18 -0.18 0.03 0.00
2 1.98 0.02 0.00 0.00
1 2.52 -1.52 2.31 0.92
4 4.76 -0.76 0.58 0.12
6 8.67 -2.67 7.13 0.82
1 1.87 -0.87 0.76 0.40
6 2.38 3.62 13.10 5.51
18 19.32 -1.32 1.74 0.09
36 35.19 0.81 0.66 0.02
8 7.59 0.41 0.17 0.02
7 9.66 -2.66 7.08 0.73
TOTAL 8.09

79
A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

X2 = ∑ (O-E)2 / E = 8.09

Number of degree of freedom:

ndf = (row-1) (column –1)

(3) (2)

= 6

Table value of x2 at 5% level of significant = 12.59

Conclusion:

HO is accepted since the calculated value of x2 (8.09) less than


the table value of x2 (12.59) hence there is no significant relationship
between level of satisfaction and educational qualification.

80
A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

TABLE NO. 5.5

CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN


OCCUPATION AND SATISFACTION WITH REGARDING THE
CELL PHONE SERVICE PROVIDER
LEVEL OF SATISFACTION
OCCUPATION TOTAL
HIGH MODERATE LOW
BUSINESS 3 9 4 16
PROFESSIONAL 0 2 0 2
EMPLOYEE 5 20 8 33
HOME MAKER 2 5 1 8
STUDENT 8 32 4 44
OTHERS 0 1 0 1
TOTAL 18 69 17 104

HO: There is no significant relationship between occupation


and level of satisfaction.
H1: There is significant relationship between occupation
and level of satisfaction
O E O-E (O-E)2 (O-E)2/E
3 2.88 0.12 0.01 0.01
0 0.36 -0.36 0.13 0.36
5 5.94 -0.94 0.88 0.15
2 1.44 0.56 0.31 0.22
8 7.92 0.08 0.01 0.00
9 11.04 -2.04 4.16 0.38
2 1.38 0.62 0.38 0.28
20 22.77 -2.77 7.67 0.34
5 5.52 -0.52 0.27 0.05
32 30.36 1.64 2.69 0.09
4 2.72 1.28 1.64 0.60
0 0.34 -0.34 0.12 0.34
8 5.61 2.39 5.71 1.02
1 1.36 -0.36 0.13 0.10
4 7.48 -3.48 12.11 1.62
TOTAL 3.82

X2 = ∑ (O-E)2 / E = 3.82

81
A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

Number of degree of freedom:

ndf = (row-1) (column –1)

(5) (2)

= 10

Table value of x2 at 5% level of significant = 18.30

Conclusion:

HO is accepted since the calculated value of x2 (3.82) less than


the table value of x2 (18.30) hence there is no significant relationship
between level of satisfaction and occupation.

82
A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

TABLE NO. 5.6

CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN


MONTHLY INCOME AND SATISFACTION WITH REGARDING
THE CELL PHONE SERVICE PROVIDER

LEVEL OF SATISFACTION
MONTHLY INCOME TOTAL
HIGH MODERATE LOW
LESS THAN Rs.5000 4 27 1 32
Rs.5001 TO 10000 12 27 9 48
Rs.10001 TO 15000 1 10 1 12
ABOVE 15000 1 5 6 12
TOTAL 18 69 17 104

HO: There is no significant relationship between monthly income


and level of satisfaction.
H1: There is significant relationship between monthly income
and level of satisfaction

O E O-E (O-E)2 (O-E)2/E


4 5.76 -1.76 3.10 0.54
12 8.64 3.36 11.29 1.31
1 2.16 -1.16 1.35 0.62
1 2.16 -1.16 1.35 0.62
27 22.08 4.92 24.21 1.10
27 33.12 -6.12 37.45 1.13
10 8.28 1.72 2.96 0.36
5 8.28 -3.28 10.76 1.30
1 5.44 -4.44 19.71 3.62
9 8.16 0.84 0.71 0.09
1 2.04 -1.04 1.08 0.53
6 2.04 3.96 15.68 7.69
TOTAL 11.21

X2 = ∑ (O-E)2 / E = 11.21

83
A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

Number of degree of freedom:

ndf = (row-1) (column –1)

(3) (2)

= 6

Table value of x2 at 5% level of significant = 12.59

Conclusion:

HO is accepted since the calculated value of x2 (11.21) less


than the table value of x2 (12.59) hence there is no significant
relationship between level of satisfaction and monthly income.

84
A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

TABLE NO. 5.7


CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN SERVICE PROVIDERS AND
SATISFACTION

SERVICE LEVEL OF SATISFACTION


TOTAL
PROVIDERS HIGH MODERATE LOW
AIRCEL 3 18 2 23
AIRTEL 12 36 5 53
BSNL 0 3 1 4
RELIANCE 0 4 4 8
TATA INDICOM 0 1 2 3
VODAFONE 3 6 3 12
OTHERS 0 1 0 1
TOTAL 18 69 17 104
HO: There is no significant relationship between service providers
and level of satisfaction.
H1: There is significant relationship between service providers
and level of satisfaction
O E O-E (O-E)2 (O-E)2/E
3 4.14 -1.14 1.30 0.31
12 9.54 2.46 6.05 0.63
0 0.72 -0.72 0.52 0.72
0 1.44 -1.44 2.07 1.44
0 0.54 -0.54 0.29 0.54
3 2.16 0.84 0.71 0.33
0 0.18 -0.18 0.03 0.00
18 15.87 2.13 4.54 0.29
36 36.57 -0.57 0.32 0.01
3 2.76 0.24 0.06 0.02
4 5.52 -1.52 2.31 0.42
1 2.07 -1.07 1.14 0.55
6 8.28 -2.28 5.20 0.63
1 0.69 0.31 0.10 0.00
2 3.91 -1.91 3.65 0.93
5 9.01 -4.01 16.08 1.78
1 0.68 0.32 0.10 0.15
4 1.36 2.64 6.97 5.12
2 0.51 1.49 2.22 4.35
3 2.04 0.96 0.92 0.45
0 0.17 -0.17 0.03 0.00
TOTAL 8.76
X2 = ∑ (O-E)2 / E = 8.76

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

Number of degree of freedom:

ndf = (row-1) (column –1)

(6) (2)

= 12

Table value of x2 at 5% level of significant = 21.06

Conclusion:

HO is accepted since the calculated value of x2 (8.76) less than


the table value of x2 (21.06) hence there is no significant relationship
between level of satisfaction and service provider.

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

TABLE NO. 5.8

CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN


USE OF CELL PHONE AND SATISFACTION

LEVEL OF SATISFACTION
PURPOSE TOTAL
HIGH MODERATE LOW

3 7 5 15
BUSINESS
15 62 12 89
PERSONAL
18 69 17 104
TOTAL

HO: There is no significant relationship between use of cell phone


and level of satisfaction.
H1: There is significant relationship between use of cell phone
and level of satisfaction

O E O-E (O-E)2 (O-E)2/E


3
2.70 0.30 0.09 0.03
15
16.02 -1.02 1.04 0.06
7
10.35 -3.35 11.22 1.08
62
61.41 0.59 0.35 0.01
5
2.55 2.45 6.00 2.35
12
15.13 -3.13 9.80 0.65

TOTAL 4.19

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

X2 = ∑ (O-E)2 / E = 4.19

Number of degree of freedom:

ndf = (row-1) (column –1)

(1) (2)

= 2

Table value of x2 at 5% level of significant = 5.99

Conclusion:

HO is accepted since the calculated value of x2 (4.19) less than


the table value of x2 (5.99) hence there is no significant relationship
between level of satisfaction and use of cell phone.

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

TABLE NO. 5.9

CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN


USE OF CELL PHONE AND SATISFACTION

LEVEL OF SATISFACTION
TYPE OF
TOTAL
CONNECTION HIGH MODERATE LOW

POST PAID 4 14 8 26

PREPAID 14 55 9 78

TOTAL 18 69 17 104

HO: There is no significant relationship between type of connection


and level of satisfaction.
H1: There is significant relationship between type of connection
and level of satisfaction

O E O-E (O-E)2 (O-E)2/E


4 4.68 -0.68 0.46 0.10
14 14.04 -0.04 0.00 0.00
14 17.94 -3.94 15.52 0.87
55 53.82 1.18 1.39 0.03
8 4.42 3.58 12.82 2.90
9 13.26 -4.26 18.15 1.37
TOTAL 5.26

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

X2 = ∑ (O-E)2 / E = 5.26

Number of degree of freedom:

ndf = (row-1) (column –1)

(1) (2)

= 2

Table value of x2 at 5% level of significant = 5.99

Conclusion:

HO is accepted since the calculated value of x2 (5.26) less than


the table value of x2 (5.99) hence there is no significant relationship
between level of satisfaction and type of connection.

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

CHAPTER VI
FINDINGS, SUGGESTIONS AND CONCLUSION
INTRODUCTION:
This chapter is allocated to express the findings and
conclusions in this study. Statistical tools are applied to analyze the
data. It includes the result of each and every tables, charts and tests.

FINDINGS FROM PERCENTAGE ANALYSIS:

→ On the basis of consumer preference, majority of the peoples


are preferred Airtel.

→ On the basis of age group, most of the respondents (60%), are


using Airtel, who are in the category of upto 20 years.

→ On the basis of marital status mostly unmarried respondents


are using cell phones than married respondents.

→ On the basis of educational qualification, most of the graduates


are using cell phones.

→ On the basis of occupation, the students are only used cell


phones in more level.

→ On the basis of family income, 30% of the respondents are


using cell phones, who are all get family income of less than
Rs.5,000.

→ Majority of the peoples are buy the cell phones by influencing


their family members.

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

→ 3.8% of respondents are only influenced by advertisements.

→ Majority of the peoples are using cell phones for personal


usage.

→ Majority of the peoples are using prepaid scheme.

→ Majority of the peoples are using cell phones for both


incoming and outgoing.

→ Less than 20% of the peoples are only less awarred about
services provided by the services provider.

→ Majority of the peoples are seeking brand image, for their


service provider.

→ Majority of the respondents are highly satisfied about the price


of Airtel.

→ No peoples are highly satisfied about the price of BSNL,


Reliance, Tata indicom.

→ No peoples are dissatisfied about the price of the Airtel.

→ On the basis of performance, no peoples are highly satisfied in


BSNL, Reliance.

→ No peoples are dissatisfied about the performance of BSNL


service provider.

→ On the basis of after sales service, the majority of the


respondents are highly satisfied in Airtel.

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

→ No peoples are highly satisfied about the after sales service of


BSNL.

→ Minority (5%) people are only dissatisfied about the after sales
services of BSNL and Reliance.

→ On the basis of schemes at the time of the service, 55% of


peoples are highly satisfied.

→ On the basis of periodical offers, majority of the peoples


highly satisfied in Airtel.

→ On the basis of outgoing call charges, majority of people are


highly satisfied in Airtel.

→ No people are highly satisfied about the outgoing call charges


of Tata indicome.

→ On the basis of consumer’s attitude, majority of the people are


states that cell phones are necessity to all.

→ 8% of the respondents are only states that cell phones are


luxury.

FINDING FROM CHI-SQUARE TEST:

 Chi-square test reveals that there is no significant relationship


between satisfaction level and age.

 Chi-square test shows that there is no significant relationship


between satisfaction level and gender.

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

 Chi-square test indicates that there is no significant


relationship between the marital status and level of
satisfaction.

 Chi-square test showing that there is no significant relationship


between education and level of satisfaction.

 Chi-square test reveals that there is no significant relationship


between occupation and level of satisfaction.

 Chi-square test shows that there is no significant relationship


between monthly income and level of satisfaction.

 Chi-square test indicate that there is no significant


relationship between service provider and satisfaction level.

 Chi-square test shows that there is no significant relationship


between the type of connection and level of satisfaction.

SUGGESTIONS:

æBSNL, Tata indicom should try to expand their customer’s


network.

æReliance, and Tata indicom should try to attract the young


peoples. (upto 20 years)

æAirtel should try to attract old peoples also.

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

æAll the service providers are made good advertisements for


their service. Because, advertisements are take little part for
influencing the consumers.

æAll the service providers are try to increase post paid users.

æ75% of the peoples are unaware about the various services


rendered by their service provider. So the service providers try
to make awareness of their customers services to their
customers.

æBSNL, Reliance, Tata indicom should attract the customers by


reducing their price.

æBSNL, Reliance customers are highly dissatisfied about the


performance of the service provider. So they should try to add
some advanced features towards their services.

æAircel should try to increase their after sales services.

æAirtel should decreased their dissatisfied customers by


providing good after sales services.

æTata indicom should give periodical offers to their customers.

æTata indicome should decrease their outgoing call charges.

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

CONCLUSION:

This is an information era significance of information cannot


be over emphasized. This study attempts to find out the satisfaction
of consumer regarding cell phone service providers.

This decade, most of the peoples using cell phones. So, service
providers are increasing in more level. So service provider are
should over come another one’s competition. So, it leads to adding
new features, schemes, periodical offers to their service. So, the
consumers get maximum benefit from their service provider.

Now-a-days, cell phones are very necessity to all. Because, it


is give safety to the men and women also. And no person are feel
cell phones are luxury one. So most of the persons are also should
preferred these cell phones to their children.

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

BIBLIOGRAPHY

BOOKS:

MARKETING MANAGEMENT - V.S. Ramaswamy,

S.Namakumari

RESEARCH METHODOLOGY - C.R.Kothari

OPERATION RESEARCH - Vittal

INTERNET SOURCE:

www.mrvfonv.com

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

“A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION


TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES”

QUESTIONNAIRE

1. Name :

2. Sex : a. Male b. Female

3. Age : a. Up to 20 yrs b.21-30 yrs

4. Marital Status : a. Married b. Unmarried

5. Educational Qualification

a.Up to Hs b. Graduation c. Professional

d. Others _____________________________________(Pls Specify)

6. Occupation :

a. Business b. Professional c. Employee

d. Home maker e. Student f. Others

7. Family income (P/m) :

a. Less than Rs.5, 000/- b. Rs. 5,000/- to 10,000/-

c. Rs. 10,000/- to 15,000/- d. Above Rs. 15, 000/-

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

8. Which cell phone (Service Provider) do you possess ?

a. Aircel b. Airtel c. BSNL d. Reliance

e. TATA Indicom f. Vodafone g. Others

9. Who influenced you to by the particular cell phone service

provider ?

a. Family Member b. Neighbours

c. Relations d. Friends e. Advertisement

f. Dealers g. Others

10. Why do you buy the cell phones ?

a. For business b. For personal

11. Which type of scheme is most preferable by you ?

a. Period b. Postpaid

12. If you have postpaid / prepaid connection mention scheme Name &

Monthly rental charges ?

______________________________________________________

13. Are you used Cell Phone (Service Provider) mainly for

a. Incoming b. Outgoing c. Both d. SMS Messaging

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

14. Are you aware of the following details relating in your

connection ?

(Pre / Postpaid connection)

S. No Aware Neutral Unaware

a. Scheme

b. Balance of Talk charges

c. Periodical offers

d. Call waiting & Call

Diverting option

e. Modes of payment

15. Are you influenced by the following factors relating in your


connection ?

S. No Aware Neutral Unaware

a. Monthly rental charges

b. Charges for cell phones

to land lines

c. Signal of tower Networking

d. Cost of scheme

e. Incoming (in days)

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TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

f. Number of outgoings calls

g. Outgoings call charges

16. What factor influenced you to decide your Cell Phones service ?

a. Deposit amount

b. Brand Image

c. Availability

d. Credit facility for your connection

e. Customer care service

f. Service charges

17. Satisfaction about the particular cell phone service provider ?

Highly Non-
Satisfactory
Satisfacotry Satisfacotry
a. Price
b. Performance
c. Capacity
d. After sales service
e. Easy Process

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A STUDY OF CONSUMER’S PREFERENCE AND SATISFACTION SUKUMAR M.Com., M.Phil., PGDCA
TOWARDS VARIOUS CELL PHONE SERVICE PROVIDES COIMBATORE, TAMILNADU, INDIA

f. Schemes
g. Various Facilities
h. Periodical Offers
i. Modes of Payment
j. Out going call
Charges

18. Do you face any difficulty in your cell phone connection ?

a. Yes b. No

19. If yes, please point out the problem ?

a. Coverage b. Service c. Clarity

d. Network busy d. Others

20. You consider mobile as a

a. Necessity b. Status c. Luxury

d. Compulsion

21. What is your valuable suggestion / opinion about your cell

phone service provider ?

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