CONSUMER BUYING MOTIVES AND PERCEPTIONS OF MOBILE PHONE SERVICES: A STUDY OF CONSUMERS OF UTTRAKHAND

Dr. D.S. Chaubey Professor Department of Management Study Omkarananda Institute of Management and Technology Omkaranada Saraswati marg, Muni Ki Reti, Rishikesh e-mail-chaubeyds@yahoo.com Dr. SMT Zafar Director Roorkee College of Pharmacy Roorkee Abstract In recent years, the adoption of mobile phones has been exceptionally rapid in many parts of the world, and especially in India where cellular phones are nowadays almost as common as wrist watches. While mobile phone usage is rather an unexamined field in academic literature, this exploratory study attempts to investigate consumer purchasing motives in cellular phone markets. This paper surveyed 306 consumers of mobile phone users in Uttakhand state and looked at their motives to purchase new mobile phones on one hand and factors affecting operator choice on the other. The results indicate that while price and extra services offered in the same price were the most influential factors affecting the purchase, price, audibility and friends’ operator were regarded as the most important in the choice of the mobile phone operator. It is also observed that different factors affecting their decision are associated with their level of education and income. This paper concludes with a discussion of contributions and proposes ideas for future studies in this under researched area. Key Words: Convergence Point, Consumer Behaviour, Mobile Phone Usage, Mediating Factors, Determining Factors, Usage Intensity Introduction The telecommunication services in India have witnessed the phenomenal change over the last few years. The craze for mobile services in India is increasing substantially. Keeping the high consumers demand in to consideration, many big players like Reliance, Airtel, Aircel, Vodafone, BSNL, Tataindicom, Virgin Mobile etc. has launched their services in the market. Information technology has brought tremendous change in day-to-day activities of common man to entrepreneurs. Number of mobile subscriber went up from 10.4 million at the end of 2002 to 545.05 million in feb2010. Mobile as a medium is growing fast with its easy accessibility and reach. It is not just telecom centric. From a communication tool, it has emerged as a device for all purposes. In many countries, mobile phones now outnumber land-line telephones, with most adults and many children now owning mobile phones. The mobile phone itself has also become a totemic and fashion object, with users decorating, customizing, and accessorizing their mobile phones to reflect their personality. In the rationale of modern marketing, the firm’s existence is dependent on customer’s satisfaction. Therefore, the knowledge of “what the customer thinks” and “what consequently would

) on whether to buy a specific product and which brand or model to choose among competing alternatives (Moschis. The methodology to conduct the study was composed of different tasks such as review of literature on consumer satisfaction in telecom industry. liking for various attributes of the mobile phone instrument and usage pattern of functionalities and added services. In fewer than twenty years ago. access cost. a series of structured interviews and few focus group discussions and analytical framework aimed at getting an insight in to the behaviour of consumer by analyzing the data / information gathered through empirical research. connection fee. choices between mobile phone brands were affected by new technology features such as memory capacit y and SMS-options. While price and regularity of service were found to dominate choices between network providers. call rates and free calls) related to mobile phone purchasing respondents had to importance rate. India is set to achieve another record of having half a billion wireless connections. In a recent paper. Specific aspects to be studied were usage pattern in terms of the purpose for which mobile phones are generally used by various categories of consumers. After becoming the second most populated country in the world. mobile phones were considered to be a rare and expensive pieces of equipment used by businesses to a pervasive low-cost personal item but now it has become a common household item. thus becoming the second largest group of mobile phone users after China.contribute to his satisfaction” is at the requirement of the marketer. level of satisfaction with gadgets and added services provided. and the associated calling plan. The present study aims to identify the Factors affecting Mobile Phone Users’ Behaviour. family. use and purchase of advanced mobile services is critical to ensure their successful uptake in the market. level of the satisfaction of users. consumer behaviour research on consumers’ social and interpersonal environment has indicated that the mobile phone consumer’s final purchasing decision will also be influenced by reference groups (such as friends. With the introduction of private sector telecom service provider in the state the competition in the telecom industry has increased significantly. work associates and etc. Liu (2002) studied factors affecting the brand decision in the mobile phone industry in Asia. Regarding the consumer purchasing behaviour of a mobile phone. if any. The study was build upon six key attributes (telephone features.mobile phone rates. empirical research based on a stratified random sample survey. It also intends to know the consumer’s satisfaction with the different services and its future impact on socio economic changes. reasons for dissatisfaction. Review of literature Better understanding of consumers' behavioural patterns related to the acceptance. the relative price. . more than size.knowledge consumers have when choosing between mobile phone brands. phone design and appearance. 1976). In another study. in addition to traditional marketing claim that a consumer’s purchasing motivation will be influenced directly by the phone and service related factors including: new technology. Riquelme (2001) conducted an experiment with 94 consumers to identify the amount of self. mobile-to. The aim of study was to objectively understand the behaviour of mobile phone users in Uttrakhand and further capture their satisfaction level that is influenced by various technical and non technical factors. To achieve the objective of the study 306 randomly selected mobile users of Uttrakhand State were chosen. Building trust and adapting to the individual and local needs of the community are critical success factors for the diffusion and success of cutting-edge information and communication technology. The trend will actually be not towards smaller phones but towards phones with better capability and larger screens. It was found that the choice of a cellular phone is characterized by two distinct attitudes to brands: attitudes towards the mobile phone brand on one hand and attitudes towards the network on the other.

Shimla. Huei Lee in their study on title” Social reference group influence on mobile phone purchasing behaviour: a cross-nation comparative study” highlights the a comparative study investigating the influence of different reference group on consumer purchasing behaviour between the mobile phone users of USA and China. Aggarwal Vir Bala. in his study on consumer behavior towards mobile phone services (a comparative study between urban and semi urban mobile phone users in Tamil Nadu) highlights the perception and expectation of urban and semi urban customers towards mobile service providers in tamil nadu. have relative insignificant impacts. and Professor. colour displays are now driving consumers into stores to purchase new mobile phones and related devices such as PDAs. discount coupons. only the utilitarian influence has resulted in statistically significant difference between China and US mobile phone buyers. The general communication habits of mobile phone users in today’s society vary depending on the location. The most important consumer segments in the cellular industry were the youth segment and the business class segment. is quite interesting owing to the fact that other studies reviewed have not mentioned the importance of colour display. informational and value-expressive. The study reveals that among the three reference group influence examined. managerial insights and practical implications for marketing strategies in the mobile phone market are recommended accordingly The advances in information and communication technology are affecting many aspects of the economy in developed as well as developing nations. HPU. mobile-to. Xihao He. The finding that colour display is considered more important choice criteria for consumers than for example higher data rates or new features. Kumar Anil. Their study reveals that among the different mobile service providers. Muthumani and thangavel. and another two reference group influences. the government is a better and preferred service provider. Aisha Khan and Ruchi Chaturvedi (2005) explain that as the competition in telecom area intensified. service providers took new initiatives to customers. business solutions and talk time schemes.mobile phones rates and the connection fee. The report also indicates that there is real demand for colour display handsets and by the year 2008 it is expected that all mobile phones and PDAs are equipped with a colour display. call rates and free calls and underestimate the importance of a monthly access fee. and its impact on the way others in the environment behaves in an areas not well developed. Another aspect of mobile communications that would benefit from further investigations by Hoflich(2004) and Katz(2003) in the ‘’urban environment’’ effects of its uses in public question concerning this physical performance of public communication. time and individual circumstances of the user. has studied on the mobile usage behaviour of students of Himachal Pradesh University. Prominent among these were . According to a recent report by In-Stat/MDR (2002) research institute. Jiaqin Yang. loyalty rewards. loyalty rewards. Prominent among them were celebrity endorsements. Purpose of the Study and Methodology . from the Department of Mass Communication. as would be expected. discount coupons. business solutions and talk time schemes.The research shows that consumers with prior experience about a product can predict their choices relatively well but customers tended to overestimate the importance of features. The study indicates that mobile phone has converted the whole world in to a global village. Based on the results of this study.celebrity endorsements. The most important consumer segments in the cellular market were the youth segment and business class segment.

The objective of the questionnaire was to investigate and demonstrate the relationship between the research variables by measuring the salient beliefs and intensions of mobile users in Uttrakhand towards technology-based mobile services. Sampling was all from student. an exploratory research was conducted whereby a non-probability sampling technique was utilised. standard deviation. However. It was hypothesized that Factors Influencing consumers in their purchase decision are not associated with their demographic characteristics. To measure the intensity of parameters open ended and close ended questionnaire was used. coded. Table 1: Demographic Characteristic of Respondents . . Moreover. The questionnaire was pretested on 10 individuals to assess its design and clarity and was then redesigned and distributed among 306 of the targeted population. To collect the necessary information. To attain these objectives and test the hypothesis.The purpose of research was to discuss the various factors affecting the mobile phone user behavior in the Uttrakhand State. a null hypothesis was also formulated. The survey depended on in-depth interviews and survey questionnaires conducted and distributed among the targeted population that included mobile users and individuals from the Internet and mobile business sectors. It is important not to generalise the findings where authors recommend that further quantitative analysis be conducted through random sampling to confirm the study findings. On the basis of review of literature. All questionnaires were handed in person within an interview session to be able to explain the purpose of the research and to guide the respondents through the questionnaire. factor analysis and χ 2 test was applied. The responses to these parameters were gathered. tabulated and analyzed. the questionnaire was measuring the level of awareness among customers. various parameters were developed with the help of literature. a random survey of 306 respondents located in Uttrakhand state were administered. Most of the results of the questions in both the questionnaire and the interviews were of a quantitative nature with the intent to measure each of the research variables and to understand the relationships between them. to services category. To test the hypothesis various statistical techniques like Mean. faced by a number of constraints. . business person to formers as well as housewives. Table 1 demonstrates the breakdown of the sample by demographic categories.

3 7.Categories Gender Count Percentage Female 49 16.6 Rs.4 Education Level Intermediate 92 30. Table 2 Classification of Customer on the basis of subscription of particular Mobile services Sl NO A B C D E F G h Name of service providers Vadafone Airtel Reliance BSNL Idea Tata Indicom Virgin Mobile Aircel Total No of respondents 14 59 55 56 23 29 29 41 306 Percentage 4.1 21 to 25 Years 175 57.8 The data presented in the above table indicates that sample is dominated by male respondent as it is indicated by 84% respondent in the sample.0 18.3 18.6 19. 15000PM.8 Upto Matric 35 11.2 above 50 years 24 7. 15000PM to Rs.5 Post Graduate and others 110 35. 8000 to Rs15000PM 168 54.8000PM 17 5.9 Monthly Income Upto Rs.0 Male 257 84. The information related to educational qualifications of the respondents indicates that majority of the respondent falls in those categories who are educated upto post graduation or having professional degree to their credit. their competition was more in terms of price and conditions of sale.2 percent respondents in the sample.4 100. Since all the services providers were new and had the same vintage of technology.5 13.2 Age 25to 35 years 36 11.9 Rs.25000 PM 91 29. 25000PM 30 9. Keeping this .0 Over the last few years the competition in the mobile services industry has increased significantly as these services started as one dominated by private sector enterprises and the government honestly followed a policy of “managed competition” by licensing more than one service provider in a telecom circle.8 35 to 50 years 28 9. Information pertaining to level of education of respondents sample is dominated by those respondents who are having monthly income ranging from Rs8000 to Rs. Age analysis of respondents indicates that most of respondents fall in the age group of 21-25 years as it was indicated by 57. All most all service providers are based on new technologies that were state-of-the art and supposed to be having the cheapest mobile telecom tariffs in the world.5 9.7 Above Rs.1 Upto Graduation 69 22.0 upto 20Years 43 14.5 9.

It is seen that Airtel.2 5.into consideration an attempt was made to know the market share of mobile telecom service providers on the basis of customer subscription of mobile services by the customers of Uttrakhand state.2%.6732 98. The survey indicates that most of the respondent keeps mobile to be in touch with their family and friends as it was indicated by 39. Another 5. 18% and 18. SMS. Security.3%. It is significant t note that a large number of respondent indicated that they were having mobile phone services for making Flaunt. Idea and Vodafone services were indicated by 7. 3. 3.6%. Tataindicom and Virgin mobile was indicated by 9. Others uses.6 15. Keeping these into consideration an attempt was made to assess the purpose of possessing a mobile phone from the respondents.9%. Yesterday’s luxuries are now becoming today’s necessities.0 13. respondent respectively indicated that they are having mobile phone services for Passion.6 100.6% and 13.2% respondents in the sample.4% respondent respectively. 3. Official and for the purpose of accessing internet was indicated by 5.6 3. Reliance and BSNL having neck to neck competition with 19.3% customers with them.4 39.6%.9 3.69281 . Dissatisfaction with the services of Land Lines.6% respondent respectively.5% and 4. Table 4 Awareness with the different Feature of Product and Services provided by Mobile Service Providers Sl NO A B Different Features of Services Internet services Calculator No of respondents aware with 305 302 Percentage 99.0 Economy of the country is growing at the fast rate. Research studies shows that over the years.6 6. STD Calls.4% respondents.2 3. the expenditure on non-food items has grown faster that the expenditure on food items. The number of modern gadgets like telecommunication and its accessories and other machines in the number of house holds is now on the increase. Aircel was indicated by 13. 6.9%.9 3. Uses of motivational needs in identifying mobile phone uses and related features have been the focus of study for many researchers. 3. India is witnessing a great change in the lifestyles and buying patterns of consumers.5% respondent each.6%. Table – 3 Purpose of Having Mobile Sl NO A B C D E F G h I J Purpose Official Flaunt Internet To be in touch with family and friends Passion Dissatisfaction with the services of Land Lines STD Calls Security SMS Others uses Total No of respondents 17 46 41 120 17 19 12 11 12 11 306 Percentage 5.

Call Diverting. SMS. However . Message recording.01961 80.36601 70. Table -5 No of Call Made in Day Name Of Service No Of Providers Respondents 0-5 Call In A Day 59 Sl NO A C on ta ct er tin g W A N P O ba ck FM up Fa O th ci lit er ie s s fe at ur es M M S SM C et s al l D iv S Percentage 19. WAP.3 . MMS.28758 28.customer awareness about the feature such as Banking and other related services on phone.C D E F G h I J K L Message recording Photography Banking and other related services MMS SMS Call Diverting WAP Contact NO backup FM Facilities Others features Total Aw areness w ith Different Service Features 100 % Awareness 99 99 98 71 53 52 52 28 51 Series1 99 80 303 301 217 161 303 246 159 160 86 157 99. The current trend in the mobile phone industry is that we are experiencing a shift from second generation mobile to third generation. Calculator.0 er vi ce M s es Ca lc sa ki g e ula ng to re r an co d rd ot Ph in h o er g re tog ra la ph te d se y rv ic es In te rn Ba n Service Features The time we are living is may be one of the most fascinating to study mobile phone purchasing motive and perception of next mobile phone services. Photography. and SMS services available on phone as it was indicated by almost all respondent in the sample.61438 99. FM Facilities. Call Diverting. WAP.10458 51.30719 100. Message recording. and so on. This means mobile phone will not be device used for speaking but a hand et that allows customer a variety of new different services like Internet services. FM Facilities are very low as presented in the table. Calculator. Contact Number backup.91503 52. etc. It is seen from the survey that there is high degree of awareness Internet services. Contact NO backup.96078 52. Banking and other related services.01961 98.39216 51. Photography.

The analysis indicates that 19.3 percent respondents make average 5 calls per day.8 26. the mobile phone has become a common. affordable.8 percent respondents make 5 to 10 calls per day. not only in all urban areas. also in smaller towns and remote rural farms. Reduction in the tariff has made affordable to all and increased its uses significantly. 27.5 100.0 In earlier day the mobile phone being viewed as an expensive luxury only affordable to the power and rich in India Today. and convenient communication device. An attempt was made to know the number of call made per day by the respondents.B C D E 5-10 Calls In A Day 10-15 Calls In A Day More Than 15 Calls In Day Total 85 81 81 306 27. 53 % respondent is equally divided among those who make 10-15 calls in a day or more than 15 call per day respectively.5 26. .

4 100. Vadafone. Idea.2 13. Economic factor like price of the product and tariff rate etc are the second important factor considered by 18. According to TRAI report Only one out of 128 cellular licensees across the country has managed to meet the customer satisfaction benchmarks including network performance and customer care services in a survey conducted by the Telecom Regulatory Authority of India (TRAI). Tataindicom . It was indicated by 42. and Virgin mobile are not so positive. Survey indicates that 46.1 2.1 42.6 14. is strongly influenced by various tangible and intangible factors like Price Mobile Handset Compatibility Mobile services of Friends and relatives Free Extra services and Others technological and non technological issues. The purchase decision of products such as mobile phone. Table -7Important factor of Using Particular Mobile Services Providers Sl NO A B C D E F Factors Price Mobile Handset Compatibility Mobile services of Friends and relatives Free Extra services Others Total No of respondents 57 45 34 129 41 306 Percentage 18.2% respondent in the sample. The only operator who met Tray’s benchmark of over 95% consumer satisfaction was Airtel in the Mumbai circle.6% respondents in the sample.0 40.2 46.6 1.1% respondents in the sample.Table -6 Better Connectivity Sl NO A B C D E F G Name of service providers Vodafone Airtel Reliance BSNL Idea Tata Indicom Virgin Mobile Total No of respondents 6 124 19 141 8 3 5 306 Percentage 2. Customers in many countries who used to have only one service provider now have a wide variety to choose from.0 1. Customer’s response regarding Reliance .0 Telecommunication markets have changed dramatically in recent years. Factor like Mobile Handset Compatibility and Mobile services of Friends and relatives was considered by 14.5 6.0 Connectivity is one of the most important aspect to increase the customer satisfaction with telecom services. The analysis indicates that free extra services offered by the service provider is one the most important factor that customer look into while selecting a particular mobile services provider.7 11.1% respondent were of opinion that BSNL give the better connectivity. It is followed by the Airtel which was indicated by 40. The telecom companies on expanding the relationship with existing customers. The availability of wide variety of service features and high technological product and fast changing technology has forced companies to attract and keep existing customer retained. which are used publicly.6 100. Table 8 Education Qualification * Important factor of Using Particular Mobile Cross tabulation .5 percent respondent in the sample.7 and 11.

8000 to Rs15000PM Rs.307) with 12 degree of freedom .590(a) 5 23 10 6 44 Mobile services of Friends and relatives 8 15 7 4 34 Free Extra services Others Total Income Classificati on Upto Rs.307). 25000PM 4 75 43 7 129 0 18 21 2 41 17 168 91 29 305 Total Pearson Chi-Square Table no 9 indicates that Chi Square test calculated at 5% level of significance with 12 degree of freedom (χ 2 )=51. Hence the hypothesis is rejected indicating that different factor motivating the customer in favour of particular service providers is associated with their level of education.25000 PM Above Rs.590is greater than the tabulated value (18. Table 9 Income Classification * Important factor of Using Particular Mobile Cross tabulation Important factor of Using Particular Mobile Price Mobile Handset Compatibil ity 0 37 10 10 57 51.8000PM Rs. 15000PM to Rs. So.Important factor of Using Particular Mobile Price Mobile Handset Compatibility 9 34 1 13 57 107.507(a) at 5 percent level of significant is greater than the tabulated value (18. the null hypothesis is rejected indicating that different factor motivating the customer in favour of particular service providers is associated with their level of income of respondents . The calculated value of the Chi Square test statistics (χ 2 )= 107.507( a) 0 15 9 20 44 Mobile services of Friends and relatives 0 17 14 3 34 Free Extra services 26 26 23 54 129 Others Total Education Qualification Upto Matrics Intermediate Upto Graduation Post Graduate and others 0 0 21 20 41 35 92 68 110 305 Total Pearson Chi-Square Table no indicates the degree of association between different factor motivating the customers in favour of particular service providers with their level of education and income.

With the rising costs of getting a new product or service ready for the market.2 E idea 16 5. rate each of 12 variables on the question. Today the entire telecommunication firms are doing their best to build the brand through adapting marketing strategy.8% respondent is of the opinion that Airtel is their most preferred brand. and idea were indicated by 5.2 F don't know 35 11.4 G Total 306 100. Tata indicom. Virgin. 11.5%.607 (Note that a reliability coefficient of . the reliability is shown to be good using all 12 items because alpha is .2% and 5. It is followed by the reliance which was indicated by 17.5 C Airtel 140 45.607 N of Items 12 In order to accurately capture the respondent’s perception reliability analysis is carried out.2% respondents respectively. So first reliability analysis was carried out with the help of Reliability Test Here. it seeks to discover if the observed variables can be explained largely or entirely in terms of a much smaller number of variables called factors.0 The competition in the telecommunication industry has increased significantly. 7.8 D Vodafone 22 7.4% respondent expressed their inability to decide best brand. It does this by seeking underlying unobservable (latent) variables that are reflected in the observed variables The purpose of factor analysis is to discover simple patterns in the pattern of relationships among the variables.Table -10 Most Preferred Brand of Mobile Services Sl NO Factors No of Percentage respondents virgin 16 5. In our case suppose each of 306 people. The research indicates that 45. who are all familiar with different kinds of motivating factor in selecting a particular mobile service provider.2 A reliance 54 17. it has become even more important to cut through the effective branding.6088 Cronbach's Alpha Alpha = . Factor Analysis Factor analysis is a method of data reduction.6% respondents in the sample. In particular.2%. Vodafone.6 B Tata indicom 23 7.60 or higher is considered "acceptable" in most social science research situations . We could usefully ask about the number of dimensions on which the ratings differ Table No 11: Reliability Statistics Cronbach's Alpha Based on Standardized Items Standardized item alpha = . 7.

05678 1.5719 3.6471.consumer are of the opinion that Responsiveness of Customer care is most helpful to them in selecting particular service provider as it scored mean 3.8529) .96312 1.97910 1.457 66 .3333 3.4575 3. indicates that customer response to such variable are very inconsistent which infers that some customer give high preference to such factors where as some give very low preference to such factors.10770 1. .6471 3.04009 1.16208 1.1836) it was followed by Trust in Company/Brand Name With mean (M=3.Table 12 KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. ChiSquare df Sig.92751 1. Satisfaction With Time gap Between Service sought and Deliver.4216 3. The higher standard deviation of variable like Call Rate. factor analysis was carried out through SPSS 15 version.1536 3.520 436. and values closer to 1 are better. Deviation 1.1863 3. To reduce the total number of variables to a manageable number.3758 3.8529 3.5098 4. These tests provide a minimum standard which should be passed before a factor analysis (or a principal components analysis) should be conducted This section analyzes the comparative mean score of various factor which influence employees to remain with the present organization Table13 Descriptive Statistics N Call Rate Proximity of Service Center Delivery Point User friendly Satisfaction With Time gap Between Service sought and Deliver Relationship with vendor/Sales Person Trust in Company/Brand Name Accessibility to the customer care on phone Responsiveness of Customer care network quality Overall satisfaction level with the service quality of mobile service provider Accountability towards customers Advance feature provided in services Valid N (list wise) 306 306 306 306 306 306 306 306 306 306 306 306 306 Mean 3. Accessibility to the customer care on phone.000 The above table indicates KMO and Bartlett’s test of sphericity This measure varies between 0 and 1. For convenience we have shown variance table which is as below: .04195 Descriptive statistics of mean and standard deviation of various variable influencing selection of mobile phone service provider by the consumer of Uttrakhand state indicates that Proximity of Service Center scored highest mean (M=4.25421 . Responsiveness of Customer care. The Accessibility to the customer care on phone has also found place in customer preference as it score mean of 3.97173 . Bartlett's Test of Sphericity Approx.06167 .2484 Std.25772 . The Bartlett's Test of Sphericity tests the null hypothesis that the correlation matrix is an identity matrix.8039.8039 3.

893 -.189 16.167 -.342 41.433 51.229 -.314 10.742 69.093 .785 .603 92.087 -.060 .468 1.533 .307 62.058 .776 1.361 11. After careful examination of the factor loadings.307 62.526 97.005 .077 .944 30.011 -.776 1.106 -.304 .953 52.537 1.011 .109 .139 -.900 82.117 9.552 4.279 29.511 -.117 9.414 11.248 10.473 4 .342 41.481 1.011 .004 .953 52.848 .006 .682 1.223 Extraction Method: Principal Component Analysis.128 Rotated Component Matrix(a) Component 2 -.111 -.929 7.091 -.249 1.261 -.061 .537 1.042 -.984 16.481 1. the 12variables were associated with the respective dimensions as shown in Table below.944 30.070 .083 Rotation Sums of Squared Loadings % of Cumulativ Total Variance e% 1.543 4.022 -.537 16. a Rotation converged in 8 iterations.841 .850 .139 -.781 41. .112 .825 .128 5 -.025 .673 13. Rotation Method: Varimax with Kaiser Normalization.263 .725 .184 .000 Extraction Sums of Squared Loadings % of Cumula Total Variance tive % 1.708 5.101 .563 3 .593 13.642 .066 .264 -. Table 15 Rotated Component Matrix(a) 1 Call Rate Proximity of Service Center Delivery Point Userfriendly Satisfaction With Time gap Between Service sought and Deliver Relationship with vendor/Sales Person Trust in Company/Brand Name Accessibility to the customercare on phone Responsiveness of Customer care network quality Overall satisfaction level with the service quality of mobile service provider Accountability towards customers -.861 7.Table 14 Total Variance Explained Component 1 2 3 4 5 6 7 8 9 10 11 12 Initial Eigenvalues % of Cumulativ Total Variance e% 1.737 100.314 10.537 16.328 2.051 .108 .002 .031 -.231 88.628 5.177 77.252 10.805 -.052 -.083 .943 16.070 .737 .134 .361 11.823 1.984 16.083 Extraction Method: Principal Component Analysis.088 -.823 1.189 1.037 -.673 13.692 .401 62.902 .165 -.

236-45. third Edition. .Table 16: Principal components & associated Variables Brand Factors Trust in Company/Brand Name Convenience Factors Proximity of Service Center Service Factors Responsiveness of Customer care Economic Factors Satisfaction With Time gap Between Service sought and Deliver Call Rate Technological Factor Overall satisfaction level with the service quality of mobile service provider Advance feature provided in services Accessibility to the customer care on phone Accountability towards customers Delivery Point User friendly network quality Relationship with vendor/Sales Person .342 % variance of the total variances. No. The second Factor is the combination Proximity of Service Center. the knowledge of “what the customer thinks” and “what consequently would contribute to his satisfaction”. transaction Vol.23. 2. and Call Rate which accounts 10. Accountability towards customers. L. Consumer behaviour: Concept and Cases. From the analysis it is observed that there is poor awareness about advance feature provided in the mobile phone services. Mc Graw-Hills Pvt Ltd. Formation of new state of Uttrakhand has increased the economic activity substantially. Reference: 1. Therefore. David Loudon and Albert J. 1988.537% variance of the total variances.944% variance of total variance. (1995). Berry.. Third factor is the combination Responsiveness of Customer care and Delivery Point User friendly which account 11. It also intends to know the consumer’s satisfaction and factor affecting their purchase decision and its future impact on socio economic changes. Fourth factor is the Satisfaction With Time gap Between Service sought and Deliver. “Relationship marketing of services: growing interests. is at the requirement of the marketer The present study aims to assess the consumer’s awareness and their attitude towards different mobile service provider’s companies operating in Uttrakhand State. Principal components & associated Variables indicates that first factor indicating the customers preference in favour of particular service provider is the combination of Trust in Company/Brand Name.307% of total variance Conclusion Information technology has brought tremendous change in the present socio-economic environment. The entry of private sector in the field of communication industry has intensified the competition. Della Bitta. New Delhi. Accessibility to the customer care on phone and network quality accounting 16.L. pp. Relationship with vendor/Sales Person which accounts 13. Fifth factor is the combination of Overall satisfaction level with the service quality of mobile service provider and Advance feature provided in services which accounts 9. The tele communication services in India have increased its horizon.953% of total variance. It is also observed that different factors affecting their decision are associated with their level of education and income. The craze for mobile services in India is increasing substantially.4.

3. Desmond Morris (1977). 3. Katz: (1999) Connection: social and cultural studies of telephone in America life Brunswick. In-Stat/MDR (2002).in/phd/preetkanwal. Millinium Edition. pp. X. Vol. Stastical Methods. Mobile Communications. (Accessed November 5). S.R. Phillip Kotler. S.. pp.( 1997. The Journal of Product & Brand Management. 11.). 5. Vishwa Prakashan Ltd. He. Yang. H.Research Methodology. 2nd edition. 42-51. New Delhi 4. Preet Kanwal( 2007) An Empirical Study Of Trust And Commitmentin Cellular Users Of Selected Telecom Service Providers University Business School. (2002).319–338.NJ: 7.ac. and Lee. No. James E.. Int. www. 6. PHI.237–244. Moschis. Vol.P. J. 9th Revised Edn. C. The worldwide PDA market: the next generation of mobile computing. Man watching: A field guide to human behaviour. Chand & Sons.puchd. Marketing Management. Gupta. 2000. 10. (1976) ‘Social comparison and informal group influence’. . (2007) ‘Social reference group influence on mobile phone purchasing behaviour: a cross-nation comparative study’. J.. Chandigarh(Published Thesis) 12.M.-.Panjab University. 8. 5.P. ISBN: 0810913100 / ISBN-13: 9780810913103 9.pdf 13. Research Report . G. The effects of promotional activities on brand decision in the cellular telephone industry. 13. Liu. Journal of Marketing Research. 11(1). Kothari C.

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