INTRODUCTION

As the title of our project is “Consumer Behavior During

Taking New Mobile Connections” first of all we need to
understand that “What is consumer buying behavior?”
Before business can develop marketing strategies, they must
understand what factors influence buyer’s behavior and how they
make purchase decisions to satisfy their needs and wants. Buyers
are moved by a complex set of deep and subtle emotions.
Their behavior result from deeply held values and attitudes; their
perception of the world and their place in it, from common sense,
impulse or just plain whimsy.
There are also several stages through which the consumer exhibit
before deciding to purchase goods or services. These include 5
steps which are: problem or need recognition, information
search, alternative evaluation, purchase and post-
purchase evaluation.

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 F 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 behavior in
their life. So, the marketer satisfies the consumer, he
must very well know the behavior of consumer.

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CONSUMER BUYING BEHAVIOR

Consumer behavior refers to the mental and emotional

process and the observable behavior of consumers during
searching, purchasing and post consumption of a product
or service.
Consumer behavior involves study of how people buy, what they
buy, when they buy and why they buy. It blends the elements
from psychology, sociology, socio-psychology, anthropology and
economics. It also tries to assess the influence on the consumer
from groups such as family, friends, reference groups and society
in general.
Buyer behavior has two aspects: the final purchase activity
visible to any observer and the detailed or short decision process
that may involve the interplay of a number of complex variables
not visible to anyone.

FACTORS AFFECTING CONSUMER BUYING

BEHAVIOR

Consumer buying behavior is influenced by the major three

factors:
1. Social Factors
2. Psychological Factors
3. Personal Factors.

A. SOCIAL FACTORS

Social factors refer to forces that other people exert and which
affect consumers’ purchase behavior. These social factors can
include culture and subculture, roles and family, social class and
reference groups.

Example:
By taking into consideration Reference group, these can
influence/ affect the consumer buying behavior. Reference group
refers to a group with whom an individual identifies herself/

[2]
himself and the extent to which that person assumes many
values, attitudes or behavior of group members.
Reference groups can be family, school or college, work group,
club membership, citizenship etc.
Reference groups serve as one of the primary agents of
consumer
socialization and learning and can be influential enough to induce
not only socially acceptable consumer behavior but also socially
unacceptable and even personal destructive behavior. For
example, if fresher student joins a college / university, he/she will
meet different people and form a group, in that group there can
be behavior patterns of values, for example style of clothing,
handsets which most of group member prefer or even destructive
behavior
such as excessive consumption of alcohol, use of harmful and
addictive drugs etc. So, according to how an individual references
him / her to that particular reference group, this will influence and
change his/her buying behavior.

B. PSYCHOLOGICAL FACTORS

These are internal to an individual and generate forces within

that influence her/his purchase behavior. The major forces include
motives, perception, learning, attitude and personality.

Example:
Attitude is an enduring organization of motivational, emotional,
perceptual and cognitive processes with respect to some aspect
of our environment. Consumer form attitude towards a brand on
the basis of their beliefs about the brand. For example,
consumers of Sony products might have the belief that the
products offered by Sony are durable; this will influence those
customers to buy Sony products due to this attitude towards the
brand.

C. PERSONAL FACTORS

[3]
These include those aspects that are unique to a person and
influence purchase behavior. These factors include demographic
factors, lifestyle, and situational factors.

Example:
Lifestyle is an indicator of how people live and express
themselves on the basis of their activities, interests, and opinions.
Lifestyle dimension provide a broader view of people about how
they spend their time the importance of things in their
surroundings and their beliefs on broad issues associated with life
and living and themselves. This is influenced by demographic
factors and
personality.
E.g. A CEO or Manager is likely to buy more formal clothes, ties
and shoes or PDAs and less informal clothes like jeans as
compared to a Mechanic or Civil engineer. So according to their
lifestyle and profession, the buying behavior of people differs
from one another.

CONSUMER BUYING DECISION PROCESS

Consumer buying decision process is the processes

undertaken by consumer in regard to a potential market
transaction before, during and after the purchase of a
product or service.
Consumer decision making process generally involves five
stages-:

Problem Recognition

Purchase decision making process begins when a buyer becomes

aware of an unsatisfied need or problem. This is the vital stage in
buying decision process, because without recognizing the need or
want, an individual would not seek to buy goods or service.

There are several situations that can cause problem recognition,

these include:
[4]
 Depletion of stock
 Dissatisfaction with goods in stock
 Environmental Changes
 Change in Financial Situation
 Marketer Initiated Activities

Example:
It’s when a person recognizes that she cannot make a call from
her mobile phone that’s when she recognizes that her phone has
been damaged i.e. the phone has hardware problems and needs
to be repaired or buying a new piece.

Information Search

After the consumer has recognized the need, he / she will try to
find the means to solve that need this is called nominal decision
making. Secondly, a consumer will try to solve the problem by
asking a friend or goes to the market to seek advice for which
product will best serve his need, this is called limited decision
making.

Sources of information include:

 Personal sources
 Commercial Sources
 Public sources
 Personal experience

Example: (continuing from previous…)

The user of the phone after recognizing that her phone is
damaged, she will eventually try to find out how she can repair
her phone. If she cannot repair it herself she will ask a friend to
help out, if the friend cannot solve the problem she will go to
mobile repair shop, if they also cannot repair it then she will try to
find which mobile phone is good and that can serve her need. In

[5]
this process of information collection it will yield awareness of set
of brands of
mobile connections she can buy.

Alternatives evaluation

Consumers’ evaluates criteria refer to various dimension;

features,
characteristics and benefits that a consumer desires to solve a
certain problem. Product features and its benefit is what
influence consumer to prefer that particular product. The
consumer will decide which product to buy from a set of
alternative products depending on each unique feature that the
product offers and the benefit he / she can get out of that feature.

Example: (continuing from previous…)

When that user got enough information concerning the different
brands of mobile connections available in the market, she will
decide which kind of a mobile phone and brand she’s going to buy
depending upon her need for that particular mobile, either a
mobile for multimedia and entertainment, Smartphone or classic
phone.

Purchase Action

This stage involves selection of brand and the retail outlet to

purchase such a product. Retail outlet image and its location are
important. Consumer usually prefers a nearby retail outlet for
minor shopping and they can willingly go to a far away store when
they purchase items which are of higher values and which involve
higher sensitive purchase decision. After selecting where to buy
and what to buy, the consumer completes the final step of
transaction by either cash or credit.

Example: (continuing from previous…)

After selecting brand of the phone and model from different
alternatives of mobile connections, she will make a final decision
of where to buying that phone and make the final transaction
procedures.
[6]
Post-purchase Actions

Consumer favorable post-purchase evaluation leads to

satisfaction.
Satisfaction with the purchase is basically a function of
the initial performance level expectation and perceived
performance relative to those expectations. Consumer
tends to evaluate their wisdom on the purchase of that particular
product. This can result to consumer experiencing post purchase
dissatisfaction. If the consumer’s perceived performance level is
below expectation and fail to meet satisfaction this will eventually
cause dissatisfaction, and so the brand and/ or the outlet will not
be considered by the consumer in the future purchases. This
might cause the consumer to initiate complaint behavior and
spread negative word-of-mouth concerning that particular
product.

Example: (continuing from previous…)

If she decided to buy a multimedia phone she will try to compare
the quality of music it provides and pictures taken if they meet
her expectations. If she will find that her expectation are meeting
she will be satisfied, if she found that there are more additional
features that she did not expect this mobile phone to have, she
will be delighted, otherwise, she will be dissatisfied. Since our title
is “Consumer behavior during taking new mobile
connections”, I need to do the survey of existing/new
consumers of the service of different cellular service providers.
Hence, our project is totally based on comparative analysis of
different attributes shaping the consumer behavior during taking
new mobile connections. Till date we have completed the survey
of 25 consumers of different cellular service providers and we got
many
Suggestions & Recommendations from the customers.

OBJECTIVE of the study:

1. To ascertain the attributes which influenced the customer’s in

selecting a particular cell phone services provider.
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2. To study the consumer’s satisfaction towards different cellular
service providers.
3. To assess the general problems faced by the cellular service
users.

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 a vehicle he / she wants to
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 connectivity given by the
department of telecommunication.
Cellular service providers emerge as a boon quench such a
thirst, thus by providing facilities, which a common man cannot
imagine. Though the telecom 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 of 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 various attributes or factors which shape
the consumers mind during taking or switching over to new
mobile connections.
In terms of value- addition to the organization, this study will
definitely help the Company to grow in future. As, we all are
aware of the fact that a fierce competition is going on, in order to
stay alive in the market place. In this situation, one competitor
tries to
penetrate through the loop holes of the other competitor. This
project will visualize all sorts of loop holes which other possesses
right now and will also give a complete insight to all types of
problems such as, whether the products & services are competent
enough to fight back their competitor’s products & services or
not.

[8]
Scope of this study:

The present study is contained to Mumbai and its suburbs there

are six major cellular services available –
Airtel, Aircel Tata Indicom, BSNL, Vodafone and Reliance
Comm.
The main objectives of this study is to analyze the customer
behavior during taking new mobile connections and consumers of
different cellular service providers of Mumbai city has been taken
for the current research work.

Statement of problem:

In our country the growth of service marketing especially telecom

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
cellular service services providers 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 be 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 the 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?

RESEARCH METHODOLOGY –

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Research is a systematic effort to gain new knowledge.
Research is a movement of knowledge from known to
unknown from the available place to the required place.
Research methods:
Those methods which are used by the researcher during the
course of studying are research problem are termed as research
methods.
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.

Descriptive research design:

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

The major purpose of descriptive research is description of state
of affairs as it exists at present. The main character of this
method is that the researcher has no control over the variables.
He can report what has happened? Or what is happening?

Nature of data:

Primary data – questionnaire

Secondary data – journals & magazines

Collection of data:

The data were collected from the respondents through the

distribution of questionnaire.
Area of the study- This study covers Mumbai city & suburbs
only.
Sample size - The sample size covered for the purpose of this
study is 25.

DEVELOPING THE QUESTIONNAIRE:

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The following four questions need to be answered in designing an
effective set of questions or a questionnaire:
1) Will the respondent have the information/knowledge needed to
answer the questions?
2) Will the respondent understand the questions?
3) Will the respondent likely to give a true answer?

Tools for analysis:

The statistical tools such as tables, percentages, barcharts.

Limitations of the study –

Though the detailed investigation is made in the present study,

still there are following limitations.
 This study is restricted only to the Mumbai & its suburbs. So,
the results may not be applicable to other areas.
 This study is based on the prevailing customer’s satisfaction.
But the customer’s satisfaction may change according to time,
fashion,
technology, development, etc.
 As per the population of the study is huge, a sample size of 25
sample respondents is only covered till now.
 Lack of awareness about the Company’s products & services
among the customers may hamper the primary data collection.
 Data collection of exact data for the research is not possible
because there is a gap between what respondent say and what
they actually do.
 Information provided by the customers may not be accurate.
They may hide some of the information at the time of filling up
the questionnaires

ANALYSIS OF MOBILE COMMUNICATION SPREAD

AND ITS IMPLICATIONS IN INDIA
[11]
Abstract

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

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 60p, 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.

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
Bharti, BSNL, Vodafone, IDEA, Aircel, Reliance, Tata Docomo,
whereas the CDMA service providers are TATA, and Reliance.

[12]
India’s mobile market is dominated by foreign companies for high
end telecom equipments, handsets; transmission

MOBILE SUBSCRIBER STATISTICS

Recently, mobile 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.

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.

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.

[13]
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.

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 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.

DETAILS ABOUT SERVICE PROVIDERS:

TATA

Tata Teleservices spearheads the Group’s presence in the

telecom sector. Incorporated in 1996, Tata Teleservices was the
first to launch CDMA mobile services in India with the Andhra
Pradesh circle. Beginning with its acquisition of Hughes Telecom
(India) Limited in December 2002 [now renamed Tata
Teleservices (Maharashtra) Limited], which provides services in
the Mumbai and Rest of Maharashtra telecom circles, the

[14]
company has swung into expansion mode and currently has a
pan-India state-of-the-art
network. Having pioneered the CDMA 2000 technology platform
in India, Tata Teleservices has established a 3G-ready robust and
reliable telecom infrastructure in partnership with Motorola,
Ericsson and Lucent. The company has also received the license
from the Department of Telecommunications to launch GSM
(Docomo) services as well.
Tata Teleservices’ bouquet of telephony services includes mobile
services, wireless desktop connections, public booth telephony
and wireline services. Other services include value-added services
roaming, post-paid Internet services, 3-way conferencing, group
calling, Wi-Fi Internet, USB Modem, data cards, calling card
services and enterprise services.

Aircel:

Aircel is now a period part of Maxis, an international

conglomerate and the leading cellular service provider in Malaysia
with over 7 million subscribers and a firm commitment to
providing seamless connectivity and 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 honored as the
No.1 operator across a metro 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.

Bharti Airtel:

Telecom giant Bharti Airtel is the flagship company of Bharti

Enterprises. The Bharti Group has created global brands in the
telecommunication sector.

[15]
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.
BSNL

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

7th largest Telecommunications Company providing
comprehensive range of telecom services in India: Wire line,
CDMA mobile, GSM Mobile, Internet, Broadband, Within a span of
five years it has become one of the largest public sector units in
India. BSNL has installed Quality Telecom Network in the country
and now focusing
on improving it, expanding the network, introduces 3g new
telecom services with ICT applications in villages and wining
customer’s confidence.
Today, it has about 47.3 million line basic telephones. capacity, 4
million WLL capacity, 20.1 million GSM capacity, more than 37382
fixed exchanges, 18000 BTS, 287 Satellite Stations, 480196 km of
OFC Cable, 63730 km of Microwave Network connecting 602
Districts, 7330 cities/towns and 5:5 Lakh villages.
BSNL is the only service provider, making focused efforts and
planned initiatives to bridge the Rural-Urban Digital Divide ICT
sector. In fact 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
[16]
North-eastern region of the country, BSNL serves its customers
with its
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. 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.

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 Info Comm) started laying 60,000 route kilometers of a
pan-India fiber optic backbone. This backbone was commissioned
[17]
on 28 December 2002, the auspicious occasion of Dhirubhai’s
70th birthday, though sadly after his unexpected demise on 6th
July 2002. Reliance Communications has a reliable, high-capacity,
integrated (both wireless and wire line) and convergent (voice,
data and video) digital network. It is capable of delivering a range
of services spanning the entire Info Comm (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.

Vodafone

Vodafone, the world’s leading international mobile

communications company, has fully arrived in India lunched in
India from 21st September 2007 onwards. The popular and
endearing brand, Vodafone, will be transitioned to Vodafone
across India. This marks a significant chapter in the 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
Vodafone in India and today marks a new begin that created
Vodafone, 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.
[18]
About Vodafone Essar Limited:

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

commenced operations in 1994 when its predecessor
Vodafoneison 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
Vodafone 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.

MAIN TEXT

Since title of our project is “consumer behavior during

taking or switching over to new mobile connections”, we
are doing the survey on both existing as well as new customer
who have subscribed to different cellular service providers in
Mumbai to know the attributes which shape the consumer
behavior during taking new mobile connections.

FINDINGS –

Apart from demographic Questions, our questionnaire contains 9

questions in a structured way. After doing the survey of about 25
customers; following findings are described as follows:

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1. Consumer preferences towards Cellular network

[20]
Vodafone airtel reliance aircel tata bsnl
12 8 9 7 8 6

2. Consumer preferences towards Prepaid & Postpaid connection

[21]
 Vodafone Airtel Reliance Aircel Tata BSNL

postpaid 4 3 5 2 5 2

prepaid 8 5 4 5 3 4

3.Factors influencing to purchase a particular mobile connection

[22]
 Vodafone Airtel Reliance Aircel Tata BSNL
price 3 2 2 5 2
brand 2 2 2 2 2 2
store 2 2 1
signal 5 2 4 4 4

4.Satisfaction level of Consumer towards Cellular Networks

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 Vodafone Airtel Reliance Aircel Tata BSNL
Extremely 4 2 3
Satisfied
Somewhat 6 4 5 3 3 2
Satisfied
Somewhat 2 2 2
Dissatisfied
Dissatisfied 2 2 2 2 2 2

5. Factors influncing to purchase cellular service provider.

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 Vodafone Airtel Reliance Aircel Tata BSNL
Family
Member 4 3 3 2
Friends 3 3 3 3 3
Advertisement 4 2 2 3 1 4
Dealers 1 3 1 1 1

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 Vodafone [24%].

 Majority of the peoples buy the cell connections by influenced

by their friends and advertisement.

 Majority of the peoples are using cell connections for personal

usage.

 Majority of the peoples are using prepaid scheme.

 Majority of the peoples are seeking brand image, signal

strength for their service provider.

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 On the basis of performance, only two and three people are
highly
satisfied with Aircel, Airtel & BSNL respectively.

 Moreover people are extremely satisfied with Vodafone

services and dissatisfied with Airtel and Aircel.

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

states that cell connections are necessity to all.

SUGGESTIONS

 BSNL and Aircel should try to expand their customer’s

network.

 Reliance and BSNL should try to attract the young people.

 All the service providers should make good advertisements for

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

 All the service providers should try to increase post paid users.
By providing them various offer on postpaid connection.

 75% of the peoples are unaware about the various services

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

 Vodafone, should attract the customers by reducing their price.

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 Airtel, Aircel customers are highly dissatisfied about the
performance of the service provider. So they should try to add
some advanced features towards their services.

 Tata Indicom and Airtel, BSNL should give periodical offers to

their customers.

CONCLUSION:

This is an information era significance of information cannot be

over emphasized. This study attempts to find out the factors
effecting consumer behavior and the satisfaction of consumer
regarding cellular service providers.

From this survey it is concluded that maximum people prefer

VODAFONE cellular network for their use. and consumer are
quite satisfied with Vodafone offers, brand name, signal strength,
availability of stores compare to other cellular networks.

This decade, most of the peoples using cell connections. So,

service providers are increasing in more level. So service provider
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.

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 BIBLIOGRAPHY –

BOOKS-

 Philip Kotler, Marketing Management, 11th Ed, Princeton-Hall

India 2003
 Business Research methods : ICMR Publication,
 Research Methodology - C.R.Kothari
 Operation Research – Vittal
 Business Week
 The Times

JOURNALS-

 Business India

INTERNET SOURCE-
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 www.google.com
 www.wikipedia.org
 www.economicstimes.indiatimes.com
 www.thehindubusinessline.com

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